Abstract
Some innovative companies adopt Buzz Marketing strategy for brand valorization and market share growth: they plant ideas and concepts in Digital Social Networks (like Facebook, YouTube and Twitter), and, in a viral effect, users massively transform it in a gigantic campaign. At same time, what was originally planted is added with new ideas and opinions from Market – users, consumers, potential consumers, specialists, competitors and all kind of stakeholders. So, inside Buzz Marketing process arise real opportunities for Technological Innovation – and be capable to manage it requires a new understand about Technology Transfer: its possibilities under Web 2.0.
Highlights
1.1 Research ProblemTechnology Transfer is a concept that is usually translated in some different and very wide contexts
It is the case of what happens in Internet, or, in Web 2.0 channels: on Digital Social Networks (DSNs), as blogs, YouTube, Facebook and Twitter, shared content is propagated widely, constantly amplified and reshaped by opinions and ideas of their users. It has been common companies use strategies known as “Buzz Marketing” in these digital medias: an idea, a quest or even a hoax is carefully planted, aiming this huge mass propagation capacity, for objectives like brands valorization and market share growth, at same time reducing costs by not using traditional medias as TV, radio, outdoors, magazines, etc – Buzz Marketing campaigns are virtually zero-cost. Is it possible to identify Technology Transfer processes in Buzz Marketing? If presence in DSNs seems to be every day more important for corporative results, how companies should be ready for managing Technological Innovation through these channels? What are opportunities and risks involved? Is it reasonable planning Buzz Marketing campaigns that directly contribute for Technology Transfer propulsion? This paper discuss how Technology Transfer occurs in Buzz Marketing – with companies conscious about it or not
Buzz Marketing throws in DSNs original ideas planned by companies – but what returns, transformed by the Markets voice, can be more precious than original pretensions: it is loaded of sensible information about opportunities, new ideas and even knowledge about alternative technologies that can be used for Technological Innovation Management
Summary
Technology Transfer is a concept that is usually translated in some different and very wide contexts. It is the case of what happens in Internet, or, in Web 2.0 channels: on Digital Social Networks (DSNs), as blogs, YouTube, Facebook and Twitter, shared content is propagated widely, constantly amplified and reshaped by opinions and ideas of their users It has been common companies use strategies known as “Buzz Marketing” in these digital medias: an idea, a quest or even a hoax is carefully planted, aiming this huge mass propagation capacity, for objectives like brands valorization and market share growth, at same time reducing costs by not using traditional (and expensive) medias as TV, radio, outdoors, magazines, etc – Buzz Marketing campaigns are virtually zero-cost. Is it possible to identify Technology Transfer processes in Buzz Marketing? If presence in DSNs seems to be every day more important for corporative results, how companies should be ready for managing Technological Innovation through these channels? What are opportunities and risks involved? Is it reasonable planning Buzz Marketing campaigns that directly contribute for Technology Transfer propulsion? This paper discuss how Technology Transfer occurs in Buzz Marketing – with companies conscious about it or not
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