The Anatomy of Buzz: How to Create Word of Mouth Marketing | 
|  | | | Title: | The Anatomy of Buzz: How to Create Word of Mouth Marketing | | Author: | Emanuel Rosen | | Publisher: | Doubleday Business | | Type: | Book / Paperback | | Publication Date: | 16 April, 2002 | | ISBN / ISBN-13: | 0385496680 / 9780385496681 | | List Price: | $15.95 | | You Save: | $5.10 | | Amazon Price: | $10.85 | |
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Product Description
The first guide to creating the word-of-mouth magic that breaks through the skepticism and information overload of today's consumers, and drive sales--and profits--to new heights.
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."
Now available in paperback, The Anatomy of Buzz, written by former marketing VP Emanuel Rosen, pinpoints the products and services that benefit the most from buzz and offers specific strategies for creating and sustaining effective word-of-mouth strategies. Drawing on interviews with more than 150 marketing executives who have successfully built buzz for major brands, Rosen describes the ins-and-outs of attracting the attention of influential first-users and "bigmouth" movers-and-shakers, and 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 74 percent of young people rely to some extent on others when selecting a car, that 56 percent of moviegoers follow the recommendations of friends, and that 65 percent of the people who bought a Palm Pilot were inspired by the enthusiasm of others. With The Anatomy of Buzz, business leaders have what they need to reignite excitement about an existing product or service or turbocharge the launch of a new product.
Amazon.com
The Palm Pilot. The novel Cold Mountain. The iMac. Hotmail. FedEx. 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 semitangible process through which information and commentary jump from one brain or mouth to another. Rosen also ascribes buzz to creating customer loyalty, which he says is built through the advice of friends, colleagues, or such trusted "mega-hubs" of information as Oprah Winfrey and Rosie O'Donnell. 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 minisagas of the successful buzz behind such marketing triumphs as the dELia's catalog for teenage girls, PowerBars, and 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're the type of person who should stick with conventional advertising and PR. --Timothy Murphy
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Customer Reviews:
• How To Buzz Your Product 04 May, 2007
Rosen, Emanuel. The Anatomy of Buzz
Marketing is greatly affected by word of mouth, person-to-person communication outside of mainline advertising. Mr. Rosen gives us insights into how and why "buzz" happens, and how to build buzz about a product or service. His Six Rules About Ads and Buzz:
1. Keep It Simple
The message needs to be simple in order for people to pass it on.
2. Tell Us What's New
Fluff doesn't travel well in the networks.
3. Don't Make Claims You Can't Support
Don't tell customers that you care about them unless you really mean it and can consistently demonstrate superb customer service.
4. Ask Your Customers to Articulate What's Special About Your Product or Service
If [your customers] can't tell you what's unique about your product, they won't be able to explain it to their friends.
5. Start Measuring Buzz
When you conduct customer satisfaction surveys, ask your customers whether they have recommended the product recently. If so, to how many people?
6. Listen to the Buzz
How is the product being used out in the field? What problems are encountered by users? What are the product attributes being discussed?
- Reviewed by customer ID: A2B3GM4NFRQKXC
• Great Resource And Starting Point On Buzz Marketing. 03 November, 2007
I enjoyed reading this as it was one of the first books on Buzz that I'd read.
It's packed with lots of great examples, for example I discovered the history of the term "Viral Marketing"
I was particularly happy, given my job (marketing board games), to find stories about Pictionary had been marketed.
As to hard takeaways and actionable items, I'm not so sure, but I have a feeling that most books on this subject lead you wanting more.
At the end of the day creating buzz is highly subjective and non-scientific. You can try and make things Buzz-worthy and designing Buzz into products is a great objective - you'd be mad to ignore this as its much harder to add these attributes later. Design your buzz into your product is great advice - adding it later is much harder.
It's a really good starting point and its certainly not one of those books to jump on the Buzz wagon.
- Reviewed by customer ID: A2HPF60L4GAEU0
• Listening To Buzz 14 July, 2007
Have a great product (there is no substitute), identify the information hubs, seed far and wide, try to start little fires everywhere, and never give up - that's Emanuel Rosen's advice for creating buzz. The book is a light introduction to this topic, and deserves a spot on your reading list if you want to learn about the subject. However, it does feel outdated and you have to take this into account when you read it - YouTube, FaceBook, etc. have changed the rules of the game significantly. For a more recent, and dare I say, more useful read, be sure to check out Buzzmarketing by Mark Hughes.
- Reviewed by customer ID: A2MGUNKW1ANLT5
• Material Is Outdated 14 July, 2007
Great book, but even after just a few years, the material is outdated. Hardly touches the online world, which is what I was looking for.
- Reviewed by customer ID: A3A100ICEKSAEU
• Great Intro To Buzz Marketing 19 August, 2008
I found this book to be a great introduction to the idea of buzz marketing. Like its title suggest, Emanuel Rosen breaks down the elements and possibilities of buzz, and how information flows in our Web 2.0 society. Most helpful was his comment and illustrations of how traditional marketing can both stimulate and kill buzz, and the rules to following when integrating ad buys and buzz. Mr. Rosen offered some excellent examples, some we've heard before, but are nonetheless powerful. Overall an interesting and thought-provoking book for anyone wanting to learn more about buzz marketing theory and implementation.
- Reviewed by customer ID: A1E8JEYWQRTOWH
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