Synopses & Reviews
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.
How do people decide which car to buy, which book to read, or which movie to see?
But what exactly do you do to get buzz going? Among this book's many insights:
* Most buzz is positive. There are concrete ways to get more of it
* New opportunities in the era of MySpace, YouTube, and blogs
*The latest research on buzz, based on one-hundred new interviews with leaders in the field, practitioners and consumers
One of the first smart, single-topic business books to cross over to a general audience, The Anatomy of Buzz paved the way for other books about word-of-mouth marketing. Authoritative, surprising, and comprehensive, THE ANATOMY OF BUZZ REVISITED is essential for anyone who is interested in getting their message heard.
A new edition of the definitive handbook on word-of-mouth marketing, completely revised and updated for todays online world
With two-thirds new material and scores of current examples from todays most successful companies, The Anatomy of Buzz Revisited takes readers inside the world of word-of-mouth marketing and explains how and why it works.
Based on over one hundred new interviews with thought leaders, marketing executives, researchers, and consumers, The Anatomy of Buzz Revisited shows how to:
* Generate genuine buzz both online and off.
* Encourage people to talk about your products and services—and help spread the word among their friends, colleagues, and communities.
* Adapt traditional word-of-mouth strategies in todays era of Facebook, YouTube, and consumer-generated media.
Smart, surprising, and filled with cutting-edge strategies and insights, The Anatomy of Buzz Revisited is essential for anyone who wants to get attention for a product, message, or idea in todays message-cluttered world.
About the Author
EMANUEL ROSEN was Vice President of Marketing for Niles Software for nine years before--like scores of other Silicon Valley success stories--selling the company and retiring on the proceeds. He spent two years researching and writing this book. He lives in Menlo Park, California.