The Anatomy Of Buzz Revisited

A new edition of the definitive handbook on word-of-mouth marketing, completely revised and updated for today’s online world With two-thirds new material and scores of current examples from today’s 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 today’s 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 today’s message-cluttered world.

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.

A new edition of the definitive handbook on word-of-mouth marketing, completely revised and updated for today’s online world With two-thirds new material and scores of current examples from today’s 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 today’s 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 today’s message-cluttered world.

Buzz is the most valuable marketing tool there is - and yet it's under-researched and overlooked as a method of reaching customers. The groundbreaking The Anatomy of Buzz told us why buzz matters: studies and real-life phenomena from the iMac to Cold Mountain prove that consumer recommendations are the best form of advertising or marketing. Now Rosen, who has spent years studying buzz, has added findings from cutting-edge research and 100 new interviews with field-leaders to show you how to create it. The result, with tips on subjects from seeding the market to accelerating natural contagion, is essential reading not only for marketers, but for anyone who wants to spread their message.

The go-to guide for small-business owners and entrepreneurs to discover exactly what consumers want to buy and how to get it to them. As a small-business owner, entrepreneur, or marketer, are you absolutely certain that you know what your customer wants? And even if you know what your customer wants, are you sure that you are able to clearly communicate that you offer the exact thing that they are seeking? In this best-selling book, Ryan Levesque lays out his proven, repeatable, yet slightly counterintuitive, methodology for understanding the core wants and motivations of your customer. Levesque's Ask Method provides a way to discover what customers want to buy by guiding them through a series of questions and customizing a solution from them so they are more likely to purchase from you. And all through a completely automated process that does not require one-on-one conversations with every single customer. The Ask method has generated over $100 million in online sales across 23 different industries and counting. Now it is your turn to use it to create a funnel, skyrocket your online income, and create a mass of dedicated fans for you and your company in the process.

Master the balance between working on your career and working in it. Intelligence Isn't Enough helps Black professionals make strategic decisions and learn the unspoken rules for success. Recounting the frustration she felt as a young Black woman beginning her career, Carice Anderson knows that many Black professionals are relying on their education and intellect alone to be successful in the workplace. In this book, she empowers young Black professionals by equipping them with advice and little-known principles of career success from her experiences and interviews with thirty successful Black leaders. Intelligence Isn't Enough is divided into six chapters that guide readers through what Anderson calls the three major corporate muscle groups: Knowing yourself- understanding your story and investigating your mindset Knowing others-building and sustaining important relationships in the workplace Knowing your environment-analyzing your organization's culture Anderson will teach you how to integrate the knowledge of these three groups to craft an authentic personal brand and communication style that will help you maximize your impact. Using personal stories, quotes, lessons learned, and advice from both the author and Black leaders who have worked in some of the finest institutions across North America, Africa, and Europe, Black professionals will learn tips and tools to strategically chart their career paths and advance in the workplace for lifelong success.

"This book will be a guide to any company or organization who wants to understand the dynamics of online word of mouth and leverage the power of online advocates to pass along stories, deliver recommendations and draw people to purchasing points. Specifically, the book will coach its readers to identify their own set of online influencers, craft stories that will resonate with these consumers and spread messages through cybercitizens who are social media experts. The book will include case studies, research, check lists and easy-to-adopt paradigms to create and manage online word of mouth"--Provided by publisher.