Buzz: Real-life Lessons in Word-of-Mouth MarketingBuzz is the most valuable marketing tool there is - and yet it's under-researched and overlooked as a method of reaching customers. The groundbreaking The Anatomy of Buzz told us why buzz matters: studies and real-life phenomena from the iMac to Cold Mountain prove that consumer recommendations are the best form of advertising or marketing. Now Rosen, who has spent years studying buzz, has added findings from cutting-edge research and 100 new interviews with field-leaders to show you how to create it. The result, with tips on subjects from seeding the market to accelerating natural contagion, is essential reading not only for marketers, but for anyone who wants to spread their message. |
Contents
Trigger | 1 |
The New Buzz | 21 |
Why Is Buzz on the Rise? | 37 |
Can Buzz Be Measured? | 45 |
Insight and Buzz | 58 |
Why We Talk | 67 |
Hubs | 83 |
Its a Small World So What? | 108 |
Give Us Something to Talk About | 195 |
The Power of Participation | 209 |
Uneven Distribution | 224 |
More of a Café than a Subway Station | 232 |
The Wall Street Journal and the Lingerie Business | 239 |
Does Madison Avenue Still Matter? | 250 |
Buzz in Distribution Channels | 262 |
Putting It Together | 272 |
How Buzz Spreads | 128 |
Contagious Products | 147 |
Accelerating Natural Contagion | 159 |
The Envelope and the Line | 166 |
Active Seeding | 177 |
Story | 187 |
Buzz Workshop | 297 |
Notes | 313 |
| 342 | |
| 349 | |
Common terms and phrases
advertising asked blog brand BzzAgent called campaign clusters Cold Mountain company’s condoms consumers conversation customers Dave Nichol Diffusion of Innovations Duncan Watts e-mail EndNote Everett Rogers example experience Facebook friends happened idea important industry Internet Interview Journal Keller Fay kids listen look Mechai Viravaidya Microsoft Mindstorms movie MVPs Mycoskie MySpace network hubs NOLS online buzz opinion leaders Orzeck participants Paul Marsden people’s percent person Pezzano promotion readers reported says seeding Sept share shoes social networks someone spread the word started story talk tell there’s things Tim Zagat tion told tomers Trivial Pursuit undercover marketing Usdin users viral Viral Marketing what’s who’s word of mouth word-of-mouth marketing York YouTube Zagat