Matchstick’s Patrick Thoburn heats up the stage with Buzzing Bloggers
18 September 2006Matchstick Inc.’s Co-Founder Patrick Tho
burn will be at Word Up! and will be doing a joint presentation with Profession Andrea Wojnicki. Their session entitled “How do WOM campaigns evolve?” Which will look at how Nokia, Matchstick, Rotman, Schulich and HEC (Paris) have collaborated to study the Nokia blogger seeding programme. The objective of the programme was to create word of mouth “buzz†about the Nokia brand and products. The objective of the joint research initiative is to understand the process of what happens in the marketplace when consumers are seeded with products and encouraged to talk and provide feedback. Based on this specific programme, we hope to decipher what the bloggers say, how they say it, and how the online communication evolves over the course of the programme.
In this presentation, you will learn the background details of the programme. You will also hear about some of the rich data in this ongoing study – including stories of bloggers who were seeded with the Nokia 6682 and the steps they took to spread buzz for the product and brand.
We will also discuss how to negotiate ethics, transparency and the power of popular bloggers to achieve impactful impressions online.
Technorati Tags: wordupcanada, wom, word of mouth, Nokia, Matchstick
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