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02.12.10 Creating Real Buzz About Your Brand  By Bill Hartzer Across the Internet, in news, blogs, tweets and other social media, millions of people are talking about major brands. This "buzz" can be produced by product launches, ad campaigns, PR events, earnings reports, a single consumer‘s product experience, and many other triggers, even scandals and rumors. The volume and character of this buzz are predictors and influencers of brand performance; these exposures "count" in the real world, sometimes even more than the advertising-derived exposure typically measured. Marketers online have always wondered: How much would it have cost to attract the same media exposure through traditional advertising? Many of the answers have been released in a new report called The General Sentiment Media Value Report™. This report attempts to calculates the dollar value of the buzz, content, and conversation taking place online. General Sentiment has published its 4th Quarter 2009 Media Value Report, a breakdown of the top performing brands across news and social media web sites for October through December 2009. Generated using General Sentiment's core media measurement and sentiment analysis infrastructure, the report ascribes attempts to assign an advertising dollar value to a brand's media exposure. General Sentiment uses patent-pending technology based on 5 years of research directed at Stony Brook University. The system automatically determines the volume of mentions and sentiment value regarding a brand, company or person. Blending this data with website traffic and online news readership figures, the MVR determines the purchase-equivalent dollar value of the brand exposure across more than 30 million sources. The technology sector has dominated once again with significant social media value generated over coverage of new product releases and innovations. One surprise was Ford rising to the seventh position, as the company benefited in the media from strong sales reports while competitors suffered from lingering bankruptcy discussion. The top two brands in the survey, Microsoft and Google, together generated about $1.3 billion in purchase-equivalent advertising value from news providers and social media. Other notable brands in the top 20 included Citigroup, McDonald's, Disney, and American Express. Including Ford, those five companies were mentioned frequently and favorably enough to earn the equivalent of more than $1.2 billion in paid advertising. 1. GOOGLE $669,629,305 Google topped the rankings of the Q4 Media Value Report, with multiple products and innovations creating buzz in the marketplace. Google made a big push into the smartphone space with their Droid and Nexus One handsets. The company's recent acquisition of AdMob, a mobile ad service, further highlights their strategy going forward. The new Chrome OS, which boasts a fast, simple and secure platform, was announced last quarter, generating considerable discussion on Google's entry into the PC market. 2. MICROSOFT $648,732,726 Microsoft's success with its earlier launch of Windows 7 continues to create buzz, particularly in News Media. However, the new Google Chrome OS raised a potential threat to Microsoft as it will be a cloud-based operating system. Also creating news exposure was Microsoft's announcement of its plan to layoff 5,000 employees. On a more positive note, in December, Microsoft and Yahoo announced that they finalized their planned Internet search and advertising partnership agreement. 3. SONY $294,308,077 Continue reading this article. About the Author: Bill Hartzer manages the Search Engine Marketing and Social Media Marketing team at Vizion Interactive, a leading search engine marketing, social media marketing, and web design firm based in the Dallas, Texas area. Hartzer recently joined Vizion Interactive, where his vast experience in the both search engine marketing and social media marketing bolster’s Vizion Interactive’s already robust search engine marketing and social media marketing offerings. |
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