Word: bzzagent
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Dates: during 2007-2007
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...signed up 500,000 volunteers, all mothers, for Vocalpoint, a program in which the moms evangelize about pet food, paper towels and hair color. P&G gives the women marketing materials and coupons, but they are free to say whatever they like (or nothing at all) about the products. BzzAgent, a firm that specializes in word-of-mouth marketing, has its 260,000 volunteers submit detailed profiles about their habits and interests, which BzzAgent uses to match them to word-of-mouth campaigns for products made by companies such as Nestlé, Arby's, Philips, Kraft and BP. The so-called...
...free? "It gives people social currency," says Walter Carl, an assistant professor of communication studies at Northeastern University. Inside access to products and the feeling that companies care about what you and your friends think are such strong motivating forces that other forms of compensation pale in comparison. BzzAgent's members earn reward points, which they can cash in for prizes like DVDs and books--yet 87% of them never...
...firms ask word of mouthers to disclose their corporate connection, but the Word of Mouth Marketing Association requires its 400-odd members to do so as part of its ethics code. There might also be a business case for disclosure, according to Northeastern's Carl. Working with BzzAgent data, he found that agents actually gain credibility by mentioning their affiliation. Word of mouth is built on trust, explains Gerald Zaltman, a sociologist and professor emeritus at Harvard Business School. Fessing up reinforces that...
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