Buzz: what you need to do

Each day people from around the world are talking about issues that are important to you and your client. Whether that be conversations about the brand, its competitors or industry issues, what people say online has an impact on the success of marketing campaigns. Harnessing this buzz can help to build brands and products. (Just take a look at the Arctic Monkeys as an example).

The first place to start is learning to listening. In Buzz, the penultimate challenge, you will learn how to make these conversations visible in order to gain insight into marketing opportunities for clients.

Your challenge will be to choose a brand, monitor what is being said about it and then report back on the opportunities and issues for that brand.


What you need to do:

1. Pick a brand from the selection below (remember to choose a brand that interests you as you will be working with the insights you generated in the final challenge).

Retail: or

Telecommunications: or

FMCG: or

Drinks: or

Hotels:

Airlines:



2. Chose your search term and register for Google Alerts (using a Google email address)


3. Set up a Netvibes page with web services. To find out how, take a look at the video tutorial here. Also included are links to templates that you can use as a starting point for B.A. and Samsung, if you chose one of those brands.

4. Do some of your own listening in (the reading list will be updated with services that you can you can chose to use).

5. Write a post about the services you used and your five key findings (these can be a mix of opportunities and issues for the brand).


Challenge tip:
Timing is important in this challenge. Ideally get signed up to Google Alerts this week and set up a Netvibes page. (This should take 20 - 30 minutes). You can spend next week 'listening' and experimenting with any other services.


Getting your entry in:
When: Midday, Wednesday 13th June.
What: Fill out the survey that will be sent next week (it will be very short - you'll only be asked tick a box to say you've done it and include a link to your blog post).


Judging
The judges will review your use of services and the quality of the insights generated.
Bonus points will be assigned for innovative ways of listening.


Challenge inspiration
As usual, keep taking a look at the reading list as this will be updated throughout the challenge.