Friday, November 03, 2006

Do you measure buzz about your brand on blogs?

Buzz Trends is something hard to measure. Marketing 2.0 is no exception to the marketing ROI demand we are all increasingly facing. If you don't, that should be a sign that your job is at risk ;-)

Most of you are probably already using Technorati trends and Google trends to have a feel for it and be able to create nice slides for your management. Again, if you don't, check them out right now.

I wanted to highlight this very interesting set of tools coming from Nielsen BuzzMetrics: Trend Search, Featured Trends, Conversation Tracker, BlogPulse Profiles. This is totally dedicated to the blog universe and very easy to customize. The Key People analysis, which has its own RSS feed, clearly shows who's making the buzz among top U.S. personalities (John Kerry took the front seat on Oct. 31st from rank 25, you must surely know why).

So now that we have some measuring tools ramping up to help us make our point, let's make Marketing 2.0 a measured integrated marketing approach. A question remains though, how do you translate positive buzz measurement into actual opportunities or revenue increase? I guess I'll have to work on it quite rapidly.

In the meantime, enjoy your week-end fellow marketers.

2 comments:

maxkalehoff said...

Hi Emmanuel,
I hope I don't sound like a shill, but I partly tackled this issue today in my MediaPost column. Interestingly, there have been a few Web 2.0 people asking this question, and, more specifically, "engagement." This includes Robert Scoble. If you're intersted, my column is here: http://attentionmax.com/blog/2006/11/new_media_stumble_into_engagem.html

Cheers,
Max

maxkalehoff said...

Also, thanks for the kind words on BlogPulse. I work at Nielsen BuzzMetrics.
Max