The Anatomy of Buzz: How to Create Word of Mouth Marketing

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Crown, May 14, 2002 - Business & Economics - 320 pages
A groundbreaking guide to creating the word-of-mouth magic that cuts through the skepticism and information overload of today's consumers, and drives sales-and profits-to new heights.

What turns a "sleeper" into a box-office bonanza or catapults a just-released book to the top of bestseller lists? How do people decide which car to buy, which fashions fit the image they seek, and even which movie to see? Despite the daily assault of advertising and other traditional marketing strategies, statistics show that consumers are overwhelmingly persuaded by word of mouth-the recommendations of friends and the "buzz" that develops in the marketplace. As Newsweek recently proclaimed, "Buzz greases the great conveyor belt of culture and commerce, moving everything from movies to fashions of the body and mind faster and faster."

In The Anatomy of Buzz, former marketing VP Emanuel Rosen pinpoints the products and services that benefit the most from buzz-a universe that embraces everything from high-tech equipment to books, various consumer and entertainment products to legal and other support services-and offers specific strategies for creating and sustaining effective word-of-mouth campaigns. Drawing from interviews with more than 150 executives, marketing leaders, and researchers who have successfully built buzz for major brands, Rosen describes the ins and outs of attracting the attention of influential first users and "big-mouth" movers and shakers. He also discusses proven techniques for stimulating customer-to-customer selling-including how companies can spread the word to new territories by taking advantage of customer hubs and networks on the Internet and elsewhere.

Recent surveys show that 58 percent of young people rely to some extent on others when selecting a car, 53 percent of moviegoers follow the recommendations of friends, and 65 percent of the people who bought a Palm organizer were inspired by the enthusiasm of others. With The Anatomy of Buzz, business leaders have what they need to start the buzz and reignite excitement about a product or service stalled in a holding pattern, or launch a new product into the stratosphere.
 

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What type of hub are you

User Review  - lmobv - Overstock.com

Rosen is a genious! His approach is one that I follow in all aspects of my work with students and families. Attendance at my workshops has grown. Its about what makes people talk I have both books and ... Read full review

LibraryThing Review

User Review  - ennui2342 - LibraryThing

Underneath it all a fairly straightforward book about viral marketing. Although it covers some interesting examples, it fails to deliver anything new and lacks a sense of delivering a strong framework ... Read full review

Contents

What Is Buzz?
5
The Invisible Networks
11
Why We Talk
29
Network Hubs
42
Its a Small World So What?
58
How Buzz Spreads
80
Contagious Products
103
Accelerating Natural Contagion
118
Viral Marketing
189
Does Madison Avenue Still Matter?
205
Buzz in Distribution Channels
218
Putting It Together
230
Buzz Workshop
248
1
254
11
268
101
275

Working with Network Hubs
133
Active Seeding
152
The Elements of a Good Story
169

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About the author (2002)

Emanuel Rosen was Vice President of Marketing for Niles Software, the makers of EndNote, for nine years before-like scores of other Silicon Valley success stories-selling his share in the company and retiring on the proceeds. He has spent the last two years researching and writing this book. He lives in Menlo Park, California.

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