How Many Different Ways Does This Say Disconnect?
Bob McCarty at Bob McCarty Writes sent me an email today thanking me for using his photos in my recent post about the tragic shooting in Kirkwood, MO and suggesting that since I was in marketing I might be interested in his photos of an Ameren UE billboard.
As he notes on his blog, this billboard which is partialy obscured by hanging cable and phone lines, is part of the $1billion Power On program that has as one of its components a “substantial underground cabling effort.”
The program apparently was initiated following numerous power outages over the last several years throughout the AmerenUE service area. We live in AmerenUE land and have been through several multi-day power outages resulting from trees falling on power lines. I have written about these adventures in the context of gratitude for the hot coffee and free Wi-fi at Panera Bread.
However, Bob’s photos illustrate the other aspect of those power outages: power lines disconnecting the company from its customers.
During both power outages that we experienced (one in the depth of winter and one in the summer heat) AmerenUE was completely inept at communicating with its powerless customers. During the first outage, when one was finally able to reach AmerenUE, the first choice granted by the automated system was to make a payment. It went downhill from there.
In a world of technology the friendly folks at AmerenUE insisted day after day that they had no idea when crews would be working in my neighborhood as if the guys in the trucks got in them each morning and flipped a coin to decide where they were going to work that day. No schedules or plans here.
During the second outage, similar disconnect. At the end of our ordeal we received an automated call informing us that crews would be in our neighborhood that very afternoon after our neighbors had phoned to tell us that the lights were on and the crews were leaving.
As I read the press release tonight about Project On which is a three year program(I must have missed it in July…..damn wires!) I was struck by four especially disconnected statements by AmerenUE:
- Thomas Voss, Ameren UE President and CEO states: “We know what out customers want. When they flip the switch they want their lights to come on.” Now, this is what I call keen customer insight.
- Voss is appointing a FULL TIME project manager for the{$1 billion} project. Well, I think that is probably warranted….500,000 residents without power in November 2006. Yes, this is a full time job for a company that has 1.2mm customers.
- In April 2007, AmerenUE hired an “experienced consultant” to evaluate “its reliability and storm response.” Hmmmm, well 1.2 million customers and a storm, half a million without power I would have to say unreliable. No charge.
- And maybe the “forward look statement” clause is my favorite: ” Statements in this release not based on historical facts are considered “forward-looking” and, accordingly, involve risks and uncertainties that could cause actual results to differ materially from those discussed. Although such forward-looking statements have been made in good faith and are based on reasonable assumptions, there is no assurance that the expected results will be achieved. These statements include (without limitation) statements as to future expectations, beliefs, plans, strategies, objectives, events, conditions, and financial performance.” Sorry, about all those things we just said….well, maybe/maybe not. But we are interested in a dialogue with our customers. Press 1 to pay your bill.
So Bob, thanks for the photo heads up of yet another company that disconnects with their customers. Unfortunately, we don’t have a choice about doing business with this one.
AAF: MySpace and YouTube, Yes; Blogs, Not Really Very Much
An AAF (American Advertising Federation ) survey of industry leaders on digital media trends indicates that advertising agencies are not confident that Fortune 500 companies quite appreciate the effectiveness of digital marketing. Sixty three percent of Fortune 500 companies according to the survey are, “generally behind the curve when it comes to online strategy.” However, the agencies executives themselves acknowledge that fifty-eight percent are “personally “struggling simply to manage existing online efforts, let alone stay ahead of the curve.”
Well, what a shame about that curve; agencies think clients are behind the digital curve but agencies admit they can’t stay ahead of it. While the agencies and the client in this surveys are roundingÂ� Dead Man’s Curve they might want to drive by Todd Copilevitz’ and see why they are Advertising Themselves to Death.. Another eye opener awaits as Todd notes that General Mills has told its agencies that they will now be compensated based upon the dreaded RESULTS.
Might be important to realize that the Future of Advertising is NOW: Its not about whether the advertisers or the advertising agencies “get it.” The consumer gets “it” and that is really all that matters. According to Yankelovich and Forrester, seventy percent (70%) of consumers say they like products such as TiVo that block advertising and ninety two percent (92%) of these users fast forward through advertising. For more data, check out the Word of Mouth Marketing (WOMMA) Research Blog and to experience the future in real time join me next week at the Word of Mouth Marketing (WOMBAT 2) Basic Training Conference.
OK, and how does the AAF regard blogs and “user generated content sites”? “Advertising executives find blogs a riskier, less effective advertising vehicle than user-generated content sites such as MySpace, YouTube, Facebook, etc. Sixty-two percent (62%) stated that “blogs are too risky to advertise with due to lack of predictability of the editorial content,” while only 53 percent agreed with the same statement about user-generated content. Despite these concerns, an overwhelming majority said advertisers “should exploit the viral marketing opportunities” of user-generated sites and, to a lesser degree, blogs.
Well Yankelovitch did report that 55% of consumers still enjoy advertising “itself’. Of course that reminds me of the oft quoted John Wannamaker comment about the 50% of add dollars that are wasted but he just didn’t know which half.
Tags: advertising, marketing, word of mouth marketing, WOMMA, WOM, digital advertising, digital media, YouTube, MySpace, blogs
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MyGrace: The Other Blog Evangelists
Inspired by a member of his congregation that used MySpace to attract listeners for his rock band, Rev. Patrick Gray, am Episcopal priest from Boston set up a MySpace profile, the Advent, to attract listeners to his sermons. His site includes reminders about service times as well as audio files of the choir. The graphics are very cool and the Advent has 671 friends. The WSJ reports that churches across the US are using social media such as blogs and podcasts and on line social networking to connect with members and potential members.
Church Unplugged, according to the WSJ, attributes its growth to its MySpace profiles, saying that the church profile can be found while searching for music, television, or local MySpace users. Unplugged has about 100 church attendees and over 2000 MySpace friends.
The evangelicals are leading the way with blogs such as Outside the Box Ministry and Church Marketing Sucks that provide "how to’s" for churches to improve their marketing and their messages.Church Marketing Sucks has a Squido lens and posts with titles such as, "What Web 2.0 can mean for your church." Outside the Box Ministry is a little less "in your face" than Church Marketing Sucks but the message is similar. Their language is about engagement, connection and recognition that if people are on MySpace or Facebook that’s where they need to be.
The Vatican is podcasting and has a web site and according to Businessweek is hard at work on a faith based social networking site which is referred to as MySpace for Catholics. Sister Judith, the nun who is responsible for the web site and the upcoming social networking site, says that "the Net is the ultimate way to reach millions of people and to connect… it’s about something much bigger than myself…you can touch it, you can change it, and you can touch people with it." Spoken like some other evangelists at a different church.
According to the Pew Internet & American Life Project (2004) 64% of online Americans use the Internet for faith based acclivities. The study said, "Faith-related activity online is a supplement to, rather than a substitute for offline religious life. The survey found that two-thirds of those who attend religious services weekly use the Internet for personal religious or spiritual purposes." Sounds like online out reach is reaching the target.
But what about the MySpace environment for delivering the MyGrace message? Businessweek recently reported of the growing campaign to protect children from online predators that may close space on MySpace. One church education group mentioned in the WSJ article that the challenge was to reach teens without exposing them to inappropriate content. I think he may have the equation backwards, teens and actually most people, are probably not on MySpace to find a church but rather may find a church while they are MySpace.
As Ross Dawson writes about the MySpace generation, on Trends in the Living Networks, " The way I see relational technologies such as mobiles, chat forums, multiplayer roleplaying games, video sharing and so on, is that they extend our capacity as humans to relate. People have a built-in drive to connect with others, and now that has a far wider canvas across which to express itself. We can now discover many of the latent propensities and characteristics of humans, because we have been given new tools to explore our human identity." Or our spiritual side.
Outside of the Box Ministry has a post titled Blogging is Similar to Spiritual Multiplication which is a pretty good explanation of word of mouth marketing with blogs. If you want your message to be heard, as Businessweek notes, OClick All Ye Faithful.
Tags: MySpace, WOMMA, word of mouth, Church of the Consumer, Evangelism, marketing, church marketing, blogs, social media, media, podcasting, social networks
YouTube, NotYourTube, or YourBoobTube: This is What It Looks Like
YouTube users add 35,000 videos each day and viewers view 30 million videos each day according to Newsweek. Anyone can download a video, any video can be emailed; in minutes you can download a DIY video, a TV show, or a commercial or a combination of any or all of these.
Members can set up their own sites on YouTube, make comments, watch whenever and wherever they want and track the popularity of anything on the site. Videos can be tagged and each video has its very own identification number.
According to Media Post, "Its the interface, stupid" that makes YouTube everyone’s favorite tube. The speed of the download, courtesy of the intersection of technology and bandwith, is what drives YouTube. In this part of the model, customers develop and/or create the content, organize and rate it by virtue of the number of downloads while the publishers build platforms that are designed to share well with others. There are no annoying where and whens. And as Media Post points out, this is the Widsom of Crowds personified.
The Church of the Consumer says that, "YouTube has deftly designed itself around what appears to be one of the more significant contributors to the growth of an online product: Enabling a community of users to create content around content."
But, who owns the content? Businessweek said that YouTube could be another NBC or another Napster. Hmmm? The article states that "Hurley and Chen think they are working on the future of TV." Lots of the content on YouTube is user created. Think Bowiechick’s Breakup. But, lots of the content is user downloaded. Think SNL. (Yes, its not there anymore)
Hurley states in Businessweek that they want YouTube to be a destination that promotes content from "these guys, " meaning copyrighted content and has tools and technology to protect against copyright infringement.
Om Malik says, I believe that the growing popularity of You Tube (and other online video sites… about 95 in total as per Mary Hodder of Dabble) has less to do with amateur content, and more to do with copyright infringing content. Well, I guess it depends on which side of the copyright one sits and the definitions of ownership and control that one adopts.Or, is that even a relevant question anymore?
Robert Young writing as a guest on Om Malik’s Blog says "The thing that I find most compelling about the Internet as a whole is its power to turn well rooted, traditional business norms upside down on its head." Repeat after me, the Internet has changed everything….we have stepped through the looking glass .Individuals, collectively, control the content.
Consumers are producing content and consumers are distributing content. If you have a URL, you are a content distributor. As Young notes, "if NBC.com puts up a video on their site and I point to the URL in a blog entry, I have exercised my influence over the distribution of that content. And if my blog post subsequently starts a huge viral redistribution of that URL to millions of other people, my control and influence over the distribution of that NBC video will have been at the expense of all other distribution outlets that are under the control of NBC.
He nails it when he writes, " As the worlds of media and technology collide with a force that can split an atom, such cognitive dissonance is a natural by-product of the fact that more and more content (and code) is being produced by the people themselves. At the same time, with the increasing digitization of media, the definition of “distribution†is also changing from channels previously rooted in the physical world to one where people themselves become the new distribution channels via tightly and loosely-coupled social networks connected together by the universal language of IP and bits."
The SNL clip on YouTube drove traffic to YouTube but also did much to generate a renewal of interest in Saturday Night Live.SNL said, Our goal on this is that obviously we want to find a balance between supporting the fan base that’s out there for these shows but also protect a significant amount of copyrighted material."
But wait, there is another issue.You Tube as the BoobTube. Lance Ulanoff coins the term iVideoism, and describes an addictive type state that viewers suffer from; the ivideoits will become alienated from others as well as from reality, which he declares a social problem. Did he possibily miss the reliance on the social network that drives the video sharing?
From the intersection of anthropology and economics, Glen McCracken disagrees and says that it is the same argument that was applied to TV in the 1950’s. Early TV he says had only a few channels, only a few brands to advertise and the advertising did not require deep thought. The process was that content was uniform, this induced conformity and social alienation would soon follow.
He says, "No, the reason YouTube is interesting is that it offers a fountain of invention from many thousands of people, pursuing a vast number of, some of them, deeply strange and cryptic projects. YouTube is a mad house of inventiveness."
Ulanoff disagrees, and essentially says that the content on YouTube is stupid and watching it will make us stupid, ala TV as the Boob Tube. He writes, "Those sorry folks have no patience for the humor, sometimes subtle, of viral video or the "gee, wasn’t that amazing" response elicited by videos like the one of the autistic kid scoring 20 points in 4 minutes in his high-school basketball game. They just want skin and lots of it."
So, is YouTube the BoobTube or a mad house of inventiveness? Are the videos user generated content or copyright infringement content? It’s all of the above. More importantly, I am not sure that it matters. The value of the community to the individuals may not be in the content, anyway but in the social network that develops over time. Further, as Jeff Jarvis notes, its all about filtering and aggregation, "
"Value lies at the aggregation point." - I forget who said it, but it rings in my head daily. Newspapers’ value lies in aggregating readers for advertisers (not in some high-horsed journalistic elite). Google’s value lies in aggregating viewers. Conferences aggregate audiences. MySpace aggregates teens. Facebook aggregates college students. O’Reilly aggregates developers. Aggregation is where the value lies."
Filtering: Pure "news" (items being pulled off the AP wire) are along the same lines as stock prices, they’re commodities. But filtering, perspective, a trusted voice — that brings tremendous value. And people flock to the filters that appeal to them."
In other words, YouTube is a community of aggregated users and content creators providing a filtered perspective to other creators and users.
So, to repeat the quote from the This Blog Sits at the Intersection of Anthropology and Economics," the reason YouTube is interesting is that it offers a fountain of invention from many thousands of people, pursuing a vast number of, some of them, deeply strange and cryptic projects. YouTube is a mad house of inventiveness…this is what it looks like. This is who we are."
And what is YouTube for marketers and advertisers? Well, as USA Today, the New York Times, and Business Week all note, advertisers are seeding YouTube with commercial clips. According to USA Today, Nike’s Ronaldinho clip was downloaded over 3 million times. Cost to Nike? The cost of the digital video. The value ? Priceless.
Other uses can be seen at Brand Autopsy. And then of course, YouTube is a virtual goldmine for market research and trend spotting.
Tags: YouTube, Video, User Generated Content, Media, Advertising, Copyright Infringement, Social Media, Social Networks, TV, Intermediation
Blogging Irony: We Encourage Corporations to Blog as our Business but Discourage Them by our Behavior
As part of my consulting business I promote blogging to businesses, service professionals, and non-profits. Many consultants, Advertising and PR bloggers do the same thing. We tell them it is an easy, inexpensive way to build businesses and brands; we say, blogs build relationships and join the conversation.And we say the best way to learn about blogs is to read blogs.
Well, I believe all those statements are true…the problem is you hope that they are not reading blogs the week that a number of bloggers are pulverizing a brand blog and asking that the marketing department be fired, or having a too personal slugfest over Wal-Mart and Edelman and who should have said what ,or a lower moment, the Strumpette dumpathon.
John Wagner at On Message from Wagner Communication writes, "There is a lesson to be learned from Strumpette and I hope all you blogists, Kool-Aid drinkers and social media consultants were paying attention." The lesson he is teaching is an old one really, public displays of engagement with an adversary seldom accomplish much. Although he makes some good points and the comments to his post represent the spectrum of opinions, I think his perhaps off hand reference to why corporate America is cautious about blogging is just as important.
He references a blog post on Scatterbox that is critical of hypocricies noted about McDonald’s social repsonisibility blog in light his opinions that their menu is less than responsible, as an example of the kind of criticism a corporation might face in the blogosphere. Again, it’s a valid point. If a corporation has a blog it can and probably will be examined for evidence of inconsistencies with stated corporate policies, product or service offerings, or even political contributions. Any public communication by a corporation is subject to this. And really in my opinion, corporations, just like the rest of us should be held accountable for consistency.
What I think is another important point is that when a company launches a blog and bloggers write things like, "Last wednesday, February 15th Guinness (a generally forward thinking
and creative marketer) launched a blog. As opposed to the usual puffery
and inauthenticity that can be associated with some of the “Corporate Brand Jobs†that pass for blogs, " does it really encourage the brand manager reading the post to feel like adding it to the old marketing plan? And that was pretty tame next to what Juicey Fruit got. McDonald’s blog was not exactly welcomed with open arms, even before the first post went up.
Final comment…it seems that for all the instructions we receive about how to build traffic the way to really build traffic fast is sex, scandal, innuendo, and other forms of negative attention. Thank you Strumpette, building traffic on a blog has now been shown to be the same as building traffic anywhere. Well corporate America, you know all those new things we told you about that will help you build readership and join the conversation…links, pings, comments, tags? Well, the more things change the more they stay the same. Sex sells so come on in…there just isn’t a life guard on duty everyday.
Technorati Tags: blogs, bloggers, McDonalds, marketing PR, advertising, branding, Wal-Mart, corporate blogs, strumpette
Follow Up: Leo Burnett Chooses Global Giving for Packaged Good Partner
As previously posted, Leo Burnett, USA sent out a request for proposal under the name, Packaged Good, seeking a worthy cause in need of their marketing and advertising expertise. They announced that they have chosen GlobalGiving from almost 400 organizations that submitted proposals.
GlobalGiving is a web based organization that connects donors, individuals and organizations, directly with "social, economic development, and environmental projects around the world" in need of funds. Current projects supported by Global Giving are Phillipines Mudslide
Hurricane Katrina rebuilding, Tsunami Relief and many many others.
Congratulations to Leo Burnett and GlobalGiving and best wishes for a successful partnership!
Technorati Tags: Leo Burnett, GlobalGiving, non-profit, social entrepreneurship, pro bono, advertising, Packaged Good
WOMM: Monkeys Confirm Importance of Influencers in Attention
A research study on the time course of attention conducted at Duke University Medical Center using male macaques found that lower status monkeys shifted their attention to a target within a tenth of a second after a higher status money did so and that higher status monkeys shifted attention only half as quickly and only following the shift of other dominant monkeys. The study concluded that "social status of an individual gates that individual’s deployment of social attention" and that there are both reflexive and voluntary elements.
So….there is another biological tie to the importance of word of mouth, in marketing. As was discussed in great detail at the WOMMA Conference, word of mouth is driven by influencers. Consumers care more about what other consumers think than they do about advertising. It’s genetic…
Technorati Tags: Attention, WOMMA, Advertising, marketing
Inter-tainment: Surfin’ USA
According to the Pew Internet & American Life Project "surfing for fun" is something that two-thirds of all Internet users do online; it follows using search engines and emails and ties with reading the news. Given the inherent reluctance that people might have in admitting that they surf for fun…the Playboy Effect, as in "I only read the articles" it is possible that the entertainment value of the internet may even be understated.
Translating this into numbers, 40million people said they were "surfing for fun" which is up from 25mm in November 2004. A new report by Jupiter Research says that online consumers spend 14 hours per week online which is equal to the amount of time that they spend watching TV. The report, "US Entertainment and Media Consumer Survey" written by Barry Parr says that in 2005 TV use increased and consumers are now spending the same amount of time on line.
Other media such as magazines, newspapers, and books according to Parr, are being displaced by TV and the Internet. 37% of the 14 hour crowd report that they are spending less time reading because of their Internet activities. So, the lesson for advertisers does not really ever change: fish where the fish are…and they are online. And the consumer is controlling the information. The strategy is "pull, don’t push" here.
Technorati Tags: advertising, media, TV, web surfing, Pew Internet,
SuperBowl Ad Engagement Measured By Brain Scan
There were two messages that came accross loud and clear at the recent WOMMA Conference regarding new marketing versus old marketing : the consumer is in control of the information and advertisers are there to provide the means to the information; this means that advertising should engage, not disrupt, intrude, or "break through" the clutter.
There has been much discussion regarding the portfolio of advertising presented at the SuperBowl and many different opinions offered as to the effectiveness of the various ads. Researchers at the University of California at Los Angeles’s Ahmanson Lovelace Brain Mapping Center and FKF Applied Research used brain-scan images of people watching the advertising during Superbowl XL. They tracked the ads by measuring "activity in key parts of the brain areas that are known to be involved in wanting choosing, sexual arousal, fear, indecision, and reward" and then provided their results in terms of engagement: most engaging, middle of the road, and least engaging. The brain images are on-line for your viewing pleasure.
Their press release mentions that their sample was a group of "male and female SuperBowl viewers in their 20s and 30s chosen to represent typical audience viewers of the SuperBowl." Obviously, this has to be taken into consideration when interpreting their findings.
The "Most Engaging Ads" according to the scans were Sierra Mist, "Airport Security" and the Disney "NFL Dreamers" spot although this was engaging only on the first showing. The "Middle of the Road Ads" were Bud Light’s "Employee Incentive Plan" and Cadillac’s "Catwalk". The "Least Engaging" ads were "Aleve with Leonard Nemoy, " Burger King "Whopperettes," Budweiser’s "Junior Clydesdale," and Career Builder’s "Chimps Celebrate."
Dr. Joshua Freedman, UCLA Clinical Assistant Professor of Psychiatry and co-founder of FKF Applied Research notes that one of the advantages of brain scanning versus more traditional kinds of ad research such as focus groups, interviews and polls is that with brain scans the viewer’s emotional response is measured without relying on their interpretation of their reaction and without the influence of other’s responses or questions.
Other interesting results of the brain study were the contrast between the results at SuperBowl Ads.Com and the scans. For instance, FedEx Caveman placed #1 in the poll while failing to show activity in the emtional centers of the brain. The Dove "Real Beauty" ad which has been described as tugging at the heart strings did not show significant engagement in the emotional centers of the brain.
So…if the results of the brain scans indicate that none of these spots were engaging, what’s an advertiser to do at the Superbowl? All those consumers dressed up, but where do we go?
Manfred Marek summarizes some recent studies that incorporate neuroscience into the discussion of engagement in advertising. Scott MacDonald of Conde Nast presented a paper at the 2005 Worldwide Readership Symposium which looked at consumer’s relationship to magazine and television advertising. He said that with televsion, engagement with program content leads to
increased advertising resistance. Can we hypothesize perhaps that the more engaged the consumer is with the game, the less engaged they will be with the advertising?
Marek mentioned another study by Starcom which indicated that the most "time-shifted" TV
viewing happens during the most highly rated shows. Again, the message is the more involved the consumer is with the content, the less involved they will be with advertising that interrupts the content. Hence, the increase in product placement makes sense.
Viacoms Brand Solutions (VBS) conducted research using MRI brains scans of TV viewers and found according to Marek "that advertising content that is relevant
to the programme environment in which it appears is more likely to
stimulate brain activity in areas of the brain commonly associated with
advertising effectiveness…But the survey also shows that programme content
primarily activates the part of the brain that deals with absorption,
indicating that viewers lose themselves in the programme. But as soon
as the commercial break starts, viewers re-engage with their
surroundings – memory and decision-making faculties take over again."
A couple of possible conclusions: Superbowl advertising might be more engaging to the viewer if it was relevant to football. Remember Mean Joe Green? Maybe it was so mega-engaging because it was about football! US Today lists 10 Rules to Make Ads Magical that I think make some excellent points…one more might be engage with the programming.
Technorati Tags: SuperBowl, advertising, neuroscience, brain scans, consumer engagement, WOMMA, ad research
Wombat Podcast #10: Sean Glass and Chris LaConte
Sean Glass and Chris LaConte of Higher One talk about how they have used Word-of-Mouth to build their on campus financial services business on a podcast at the Wombat Blog .It is fascinating!
Sean and Chris talk about how when they started the business their first encounter with the influence of word-of-mouth was through negative word-of-mouth generated through misinformation about their on-line bill pay product. They astutely realized the importance of getting the right message to the right people by joining the conversation.
They began working with students to identify the physical locations, the venues, on campus where the conversations were happening and began providing students with the tools to facilitate the spread of information about their products. They gave students copy and content that they could then personalize and pass along to their friends and classmates. They identified students who believed in their products and were willing to talk about them and made them Agents.
The Agents were required to provide written reports of their activities and to encourage students to submit high quality reports, they were given points based upon the quality of their reports. The reports provided Higher One with immediate feedback, both negative and positive, that was then used to make changes, improvements, or otherwise build their business. The Agents functioned as the marketing department as well as the market research department. Impressive!
Sean and Chris say that word-of -mouth can be an entrepreneurs best friend….it is important to give early adopters the tools to amplify word of mouth…this includes finding the venue, providing information to share, and motivating the evangelists. Advertising they said can build awareness and create demand…word-of-mouth drives the decision to buy.
I mentioned Sean in a post in November about Word-of-Mouth Marketing on college campuses and he emailed to thank me and to tell me that he had started blogging. I am sure he will have a lot to say!
Besides Higher One, which is projecting sales of over $18 million in 2006, the 26 year old has among many other accomplishments, co founded the Yale Entrepreneurial Society a non-profit that promotes entrepreneurship in the greater Yale community and ThreadKill.com which I suggest you read his explanation for, and is an investor in Axon Labs, a sleep research labortory that is developing products to enable peak performance based upon research in neuroscience. The Axon web site links to an American Medical Association study that officially declares waking up the worst part of the day. Just visit our house any school day morning to confirm that.
Technorati Tags: WOMMA, advertising, blogging, WOMBAT Blog. word-of-mouth, buzz marketing, college marketing
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