"The anatomy of buzz" by Emanuel Rosen was first published in 2000 long before social media, it was a book ahead of it's time and clearly for this time.
Word of mouth marketing which has been recognised as a powerful marketing tool, has really come into it's own with social media.
Where individuals have becoming influencers, lugging around huge followings and hawking these to the highest bidder.
In this context the book assumes added relevance as Rosen describes how powerful networks can be built, maintained and leveraged to shift goods and services.
Overlaying his startegies on to social media can turn a so-so marketer into a Titan --- not overnight, but with diligence and persistence, soon enough.
SOME CHOICE QUOTES
"The idea that a critical part of marketing is word of mouth and validation from important personal relationships is absolutely key, and most marketers ignore it."
"Being a network hub is not
about having lots of friends.
It's also about who
these friends
have been
connected to."
"Buzz travels most smoothly through the networks
built on trust."
"To create buzz about a product you
need to reach people where
they hang out."
"For buzz to succeed, you need two things: a contagious product --
one that has some inherent value that makes people talk --
and someone
behind the scenes
who accelerates
natural contagion."
"There is a misconception that
if a dealership gives good service it will automatically get good word of mouth.
What we have found is that the dealerships that make a conscious effort to promote word of mouth
are the ones that are most successful in getting word of mouth."
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