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The Anatomy of Buzz

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					The Anatomy of Buzz: Lessons
in word of mouth marketing
Emanuel Rosen
Author, The Anatomy of Buzz



emanuel@emanuel-rosen.com
Introduction

► Definition
► Whyis Buzz important?
► Some current statistics…
► 73% in person (17% phone, 10% online)
► 63% classified as “mostly positive”
► Buzz level is category specific
► Family or spouse – 49%. Friend – 27%. Co-
  worker – 14%. Other acquaintance – 6%
Key Principles

► The   foundation: A great experience
► Accelerating a natural process
► Something to talk about
► Involvement
► Volume vs. dispersion
► Uneven distribution of information
► It’s part of something bigger
► Measurement
1. Listen

► To improve experience
► To increase involvement
► To find a hook
2. Find a Hook




                 82% of participants shared
                 with five or more people.
                 Source: Tremor
3. Involve




             http://dylan.sonybmgmusic.co.uk/create
4. Give us something to talk about
    5. Make it easy to Spread the Word




http://www.careerbuilder.com/monk-e-mail/
    5. Make it easy to Spread the Word




http://www.careerbuilder.com/monk-e-mail/
6. Work With Hubs

“We really had
to plant
separate seeds
in each area”

    Brian Maxwell,
    co-founder PowerBar
Percentage of Eligible Cases Where Trial of Labor Was Offered




             80
             70
             60
             50




                                               Source: JAMA, 5/1/91
             40
             30
             20
             10
              0




                   Mailing   Audit   Opinion
                                     Leaders
7. Stimulate Interaction
A Few Tips

► Startwith the current buzz
► Add a tangible element
► Simultaneous initiatives
► Mass media is still key
► Create an event
► Help customers articulate


emanuel@emanuel-rosen.com
Everett Rogers
 1931 - 2004
The Anatomy of Buzz: Lessons
in word of mouth marketing
Emanuel Rosen
Author, The Anatomy of Buzz



emanuel@emanuel-rosen.com

				
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