Interview with Bob Schettino – Chief Marketing Officer of BuzzLogic Inc.
Below is an interview with Bob Schettino – Chief Marketing Officer of BuzzLogic Inc. ClickZ News recently posted an article about mapping the top influencers in social media and how BuzzLogic has launched a service to track conversations in the media and blogsophere. We hope you find the interview informative and useful. Please visit their website and check it out! http://buzzlogic.com/
TechAddress: Tell me a bit about your company, what it does and what’s your value proposition?
BuzzLogic: BuzzLogic is a software company enabling marketing and communications practitioners to identify key influencers within specific conversations taking place in social media such as blogs. Marketers can use this information to better manage their brands, reputations, products and customer relationships.
According to Pew, there are about 12 million blogs in North America alone. On any given topic, there may be hundreds or thousands of posts and publishers. To whom do you listen, focus energy and resources upon? We answer that question.
TechAddress: What makes your company stand apart from your competitors?
BuzzLogic: Currently available options leave marketers to make decisions based on incomplete or out of date information, with no ability to engage.
1.) The blog search engines typically identify popularity or authority, which is very different than influence.
2.) The brand analysis and research firms provide reports based on a panel or sample at a moment in time. The reports typically take days or weeks to compile.
3.) Neither option offers an ability to engage. BuzzLogic provides users the ability to engage with social media and then track and understand the implications of their actions.
TechAddress: What are some of the main features?
BuzzLogic: BuzzLogic is built around a monitor – map – measure – engage model. These are the essential functions marketers need to understand and engage with social media. The application also produces a variety of reports that can be shared with colleagues within and across the enterprise, and alerts to notify users when a predetermined threshold has been crossed.
TechAddress: Who’s your target customer or audience?
BuzzLogic: We anticipate adoption from:
1.) Corporate communications and product public relations practitioners
a. They’ll use BuzzLogic to manage crises, launch products, ignite viral fires to promote brands and products
b. Public relations agencies
2.) Corporate marketing and other outbound marketing practitioners
a. Plan and execute marketing and promotional plans
3.) Brand and product managers
a. Who need a finger on the pulse of their markets, and think of the blogosphere as a sort of focus group unbound by physical or time constraints
b. These folks will key in on what influencers are concerned about with current products, what features they want in future products
c. And also to gain competitive intelligence
4.) Customer service managers
a. Monitor what customers are publishing about products, and address small problems before they become big problems
TechAddress: Any new things in particular that you’re working on right now?
BuzzLogic: We launched BuzzLogic this past week at the DEMOfall conference, and are focused on our upcoming beta program.
TechAddress: Where do you see your company heading in the future?
BuzzLogic: The same “influencer engine” that powers the enterprise application will be applied to help individual bloggers and publishers in the future.
TechAddress: Any negative feedback or criticism regarding technology and services?
BuzzLogic: We’ve heard from a couple of people discomfited that they may not be “influential”. The thing is they may well be influential on certain topics. But it is highly unlikely that anyone is influential on every topic at every moment. Influence is contextual and it is dynamic – this is a new idea and it will take a little while for people to come around to it.
TechAddress: So what would you say is the guiding principle behind your company?
BuzzLogic: Influence moves markets.
TechAddress: What is the mission of your company and what are you bringing to the market that is innovative?
BuzzLogic: Our mission is to apply the science of influence to social media. By doing so, we will help marketers understand and manage this highly dynamic environment.
TechAddress: Where are you in terms of funding and your lifecycle?
BuzzLogic: BuzzLogic is angel backed. We’ve begun our Series A funding conversations.
TechAddress: If your technology or service is not formally launched yet, when’s the launch date?
BuzzLogic: We announced BuzzLogic at last week’s DEMOfall event. We’ll be handing over the keys to beta participants in a few weeks, and then will make our service commercially and broadly available in the late fall.
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