Anatomy of Buzz Creating Word of Mouth - Softcover

Emmanuel, Rosen

Softcover

ISBN 10: 0006531601 ISBN 13: 9780006531609

Publisher: HarperCollins Business, 2001

Synopsis

The first book to show companies how to generate word-of-mouth marketing

Why did it take cameras more than 50 years to start spreading from professionals to the general public?
· How did Sun Microsystems use the networks to spread the word about Java?
· How did the makers of Trivial Pursuit create huge demand for the game almost overnight?
· How did Nintendo create unprecedented buzz for Super Mario Brothers?

Word-of-mouth has long been recognized as a powerful marketing tool and the revolutionary ability of the Internet to connect customers to each other now makes it absolutely critical. As customers grow ever more sceptical they may not listen to adverts, but they do listen to their friends. This will be the first book to teach in a systematic way how these invisible networks work. Readers will learn how to:

Build contagious attributes into the product at design stage.
· Identify ‘network hubs’ that influence others in the network.
· Seed non-active networks early on.
· Design ‘tell a friend’ promotions that really work (they usually don’t).
· Advertise in a way that simulates and stimulates word-of-mouth.

About this title

Review:

The Palm Pilot. The novel Cold Mountain. The iMac. Hotmail. FedEx. The movies The Blair Witch Project and There's Something About Mary. According to former marketing exec Emanuel Rosen, they all became successful not through traditional advertising or marketing routes, but through "buzz", that semi-tangible process through which information and commentary jump from one brain/mouth to another, and customer loyalty is built through the advice of friends, colleagues, or trusted "mega-hubs" of information. Rosen has spent the past few years studying the routes, nodes and clusters through which buzz passes and grows, and the result is this well-researched book. While it doesn't throw much new light on the mechanics of buzz, it is at least instructive and entertaining, offering mini-sagas of the successful buzz behind such marketing triumphs as the BMW Z3 roadster. Buzz-seekers be warned, however: with the exception of a short chapter at the end of the book called "Buzz Workshop", you won't find much of a blueprint for starting the gears of buzz for your product or service. What you do get is a trove of real-life stories that, if they don't inspire and guide you toward taking your first buzz-creating baby steps, probably mean you are the type of person who should stick with conventional advertising and PR. --Timothy Murphy

Synopsis:

Why did it take cameras more than 50 years to start spreading from professionals to the general public? How did Sun Microsystems use the networks to spread the word about Java? How did the makers of Trivial Pursuit create huge demand for the game almost overnight? How did Nintendo create unprecedented buzz for Super Mario Brothers? Word-of-mouth has long been recognized as a powerful marketing tool and the revolutionary ability of the Internet to connect customers to each other now makes it absolutely critical. As customers grow ever more sceptical, they may not listen to adverts, but they do listen to their friends. This book teaches in a systematic way how these invisible networks work. Readers can learn how to: build contagious attributes into the product at design stage; identify "network hubs" that influence others in the network; seed non-active networks early on; and design "tell a friend" promotions that really work (they usually don't).

About this edition

• Publisher: HarperCollins Business
• Publication date: 2001
• ISBN 10: 0006531601
• ISBN 13: 9780006531609
• Binding: Paperback
• Number of pages: 320