The Anatomy of Buzz Revisited: Real-life Lessons in Word-of-Mouth Marketing by E

The Nile on eBay   The Anatomy of Buzz Revisited by Emanuel Rosen

How do people decide which car to buy, which book to read, or which movie to see?Buzz.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 itNew opportunities in the era of MySpace, YouTube, and blogsThe latest research on buzz, based on one-hundred new interviews with leaders in the field, practitioners and consumersOne 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.

FORMATPaperback LANGUAGEEnglish CONDITIONBrand New Publisher Description

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.

Author Biography

EMANUEL ROSEN was vice president of marketing for Niles Software, the maker of EndNote, for nine years. He lives in Menlo Park, California.

Review

Praise for ANATOMY OF BUZZ, REVISITED"This is a must-read for marketers and an engaging book for anyone interested in social, digital or online media, or in social phenomena in general. [...] Importantly, while acknowledging the power of the Internet, Rosen refuses to fall into the trap of focusing only on online buzz. Recent research indicates that the vast majority of word of mouth is offline."Andrea Wojnicki, Financial Post"A recent survey of Ad Age readers' favorite media and marketing books credits the timelessness of a true marketing lesson: Six of the top 10 titles were published more than a decade ago. Ranking high on the list is Emanuel Rosen's "Anatomy of Buzz," a much-praised guide to word-of-mouth marketing that rode the bestseller lists in 2001 alongside "The Tipping Point" but predates the connectivity age of Facebook and Twitter -- a critical component of buzz-building today. Where most biz books would face becoming irrelevant, Rosen's chosen to rework his text to reflect today's social-media graph."David Berkowitz, Advertising Age"The only thing that could dislodge Emanuel Rosen's Anatomy of Buzz from its place of honor on my bookshelf is an expanded edition of the Anatomy of Buzz. Rosen is the most insightful person I know on what makes buzz happen."- Chip Heath, Author of Made to Stick: Why Some Ideas Survive and Others Die"Emanuel Rosen is to buzz marketing what Peter Drucker is to effective management. This book is the foundation upon which most buzz marketing knowledge is based." -Guy Kawasaki, Co-founder of Alltop.com"Buzz marketing is bigger and better than ever, which is why it is more important than ever to read this smart, smart book."-Robert B. Cialdini, author of Influence: Science and Practice"Rosen's new edition with 12 new chapters (out of 24) makes it the best contemporary guide to understanding and using Buzz." -Philip Kotler, S.C. Johnson & Son Professor of International Marketing, Kellogg School of Management, Northwestern University"This is one book worth talking about. Emanuel Rosen is one of the pioneers in the word-of-mouth marketing space. From the launch of the original Xbox to the recent release of blockbuster video games like Halo 3, you can see Rosen's influence in our customer interactions, especially with the active online community. In The Anatomy of Buzz Revisited, Rosen sticks to the core principles of his first book while substantially updating them to reflect the changes that have taken place online. The book's concrete examples will offer solid ideas to any marketer." -John Porcaro, Director, Customer and Community Relationship MarketingMicrosoft Interactive Entertainment Business"Way beyond a revision, the book provides fresh insights and vivid case studies into how buzz is created and harnessed to propel business strategies."-David Aaker, Vice-Chairman, Prophet, Author Spanning Silos"I'm sorry to say I can't recommend The Anatomy of Buzz as my top pick anymore. There's something better out there and it's called The Anatomy of Buzz Revisited . Like its predecessor, it's accessible, compelling and is based on solid principles of how word of mouth works, but this book has been completely revamped to include fresh material, new topics and the latest research." - Walter J. Carl, Ph.D., Northeastern University; Founder, ChatThreads"Before buzz had any buzz, Emanuel was onto it as the next big thing. The Anatomy of Buzz was a foundational book for our space, and now he does a perfect job building on all of those original concepts to present a state-of-the-art look at one of the most important societal factors of our time."-Jonathan Carson, President — International, Nielsen Online, Co-Founder, Nielsen BuzzMetrics"The definitive handbook on word of mouth marketing, updated"-Paul Marsden PhD — Author, Connected Marketing, Managing Director — Clickadvisor"When it was published, The Anatomy of Buzz was extremely advanced in analyzing how some surprising activities seemed to work better than marketing as we had previously understood it. Eight years later The Anatomy of Buzz Revisited takes some of the best examples from the original book and weaves them together in a broader and richer context. Buzz has pushed new boundaries and raised fresh ethical questions about deception. It is more important than before that we understand this powerful force and use it, as one of several core tools in our toolbox, to build brands responsibly." -Jim McDowell, Chief Motorer, MINI USA"As a word-of-mouth junkie I read everything I can find on the topic and I can honestly say that this book is the most comprehensive. The stories are fun and fascinating, the research is complete and compelling, and the balance of theory and application gives people everything they need to ignite, encourage, and measure powerful word-of-mouth campaigns." -Greg Stielstra, author of PyroMarketing and Faith-Based Marketing."This book is a true classic--the first book you should read if you want to really understand viral, buzz, and word of mouth." - Andy Sernovitz, author, Word of Mouth Marketing: How Smart Companies get People Talking"When I first read The Anatomy of Buzz, I found myself longing for more... and now I finally have it. In this long awaited update to his classic marketing text, Emanuel takes you deeper inside the idea of buzz and what makes a product or idea contagious."- Rohit Bhargava, SVP of Marketing at Ogilvy & Author of Personality Not Included."A true word-of-mouth marketer himself, Emanuel Rosen collaborated with his readers over the eight years since The Anatomy of Buzz. His revised effort drills deeply into both the HOW and WHY of word-of-mouth. As with the original book, Rosen once again authors the quintessential word-of-mouth text."- Stuart Sheldon, President, Escalate Marketing LLC-Atlanta Division. Former Director of Brand Activation at Coca-Cola North America"Emanuel Rosen's update to the Anatomy of Buzz is truly a gem.  With an easy to read style and wonderful examples to make it come to life, Rosen tells us what need to know about why word of mouth is such a powerful force, and what savvy marketers can do to tap it."- Ed Keller, CEO, The Keller Fay Group and Author, The InfluentialsPraise for the first edition:"Readable, intelligent, grounded, and, most important, useful. Check it out." —Paco Underhill, author of Why We Buy"Finally, here's a book that explains the phenomenon and shows how companies actually stimulate their customers to spread the word." --Geoffrey A. Moore, author of Crossing the Chasm "A fascinating look at the nature of interpersonal networks and how they can be activated. I cannot remember being so influenced by a book in the past several years" --Professor Everett M. Rogers, Author, Diffusion of Innovations"The greatest advertising medium of them all is the human voice. Emanuel Rosen's book is an exceptionally useful guide to using this often-overlooked method of reaching customers and prospects"-Al Ries, Chairman, Ries & Ries Coauthor, Positioning: The Battle For Your Mind

Review Quote

"Rosen's new edition with 12 new chapters (out of 24) makes it the best

Excerpt from Book

1 During the first few days of October 2004, Amy Rathke told everyone she met about the semester she had spent in Baja with the National Outdoor Leadership School. A senior at Willamette University in Salem, Oregon, she told her classmates about the spectacular views of ocean vistas. She told people at the dorm about climbing rocky canyons. She told her crew teammates about camping on beaches. She told the Willamette newspaper that they ought to write about the outdoor leadership school, known by its graduates as NOLS. This is the foundation of buzz: in order to get people talking about your product or service, you must provide a great experience. And Amy Rathke had an undeniably great experience with NOLS. But here''s the interesting thing. Amy Rathke took her NOLS course in the fall of 2003, an entire year before that week in October 2004. If you were to plot on a graph how much she talked about NOLS in the months that followed her trip, you would see a very high level of talk right after she got back from Baja, followed by a little less talk with each month that passed, until gradually it tapered off. And then in early October you would see the line shooting up again and peaking on October 6, 2004. What made her suddenly create so much buzz? Before I go on, I need to define one term that will be used a lot in this book--"buzz." Some people think buzz is complicated and mysterious, but what I''m talking about is actually quite simple: person-to-person communication about someone or something. It can involve anything from computers to cars, movie stars to mobile phones. The basic building block of buzz is a comment. It can be transmitted through face-to-face or phone conversations, instant messaging, e-mail, blogs, or some other method of communication that someone is developing in his or her garage as you''re reading this book. Some people use the word "buzz" to describe a spike in word of mouth--when something is talked about for a short period of time. In this book "buzz" refers to all the person-to-person communication--every thing that is communicated verbally and visually--among current, previous, or potential customers. Some buzz randomly springs up among people as part of their social interactions, and I''ll discuss this kind of small talk later in the book. But I''m more interested in buzz that is not random--buzz that is triggered by something that a company does. In Amy Rathke''s case, that trigger was a bus. Tootsie Bruce Palmer was never too happy with the way many potential students first encountered NOLS. As the director of admissions and marketing for NOLS, he always felt that a bunch of glossy brochures on top of a table don''t do justice to the school, which is all about being active in the wilderness. The idea of a road show percolated in his mind for a while. At one point he even started writing a plan involving a bus that would tour the country, spreading the word about the school. But that plan stayed on his hard drive, because it contradicted a fundamental value of the school--being environmentally responsible. Then one day in 2003, two grads from a recent course, Lindsey Corbin and Logan Duran, visited NOLS headquarters in Lander, Wyoming, in an old school bus that had been converted to run on recycled vegetable oil. They were traveling from Middlebury College in Vermont to Conway, Washington, where they were going to drop off Thomas Hand, a friend from school, at his NOLS course. Their bus looked like a quintessential "hippie mobile," with a funky landscape scene painted on its exterior. This wasn''t exactly what Palmer had in mind, but as the students left, he and Brad Christensen, the school''s Webmaster, looked at each other. "You know, I think it would be kind of cool if we did something like that," Christensen said. "Yeah. This was the only piece that was missing from my plan," Bruce Palmer replied. The ideas started flowing. NOLS would get its own veggie bus, albeit one that looked a little more professional. It would have solar panels for electricity and a climbing wall on the side, and the crew who''d drive it would be trained to teach things like fly-fishing and wilderness medicine. Silk, the soy milk company, agreed to fund this project. Palmer and his team found a bus and tracked down someone who could convert it to run on recycled vegetable oil. Soon the bus was on the road. The team called it Tootsie. Running the bus requires constant scouting for vegetable oil. It''s not hard to find used vegetable oil--almost any restaurant has it--but it is hard to find used vegetable oil that''s good enough for Tootsie. Oil mixed with burger grease? Not so good. Oil with bacon juice? Sadly, no. Tootsie will only run on pure vegetable oil. Seeking out this oil became a way of getting NOLS alumni talking. Alumni are notified before the bus visits their campus; sometimes they go along to find the oil and help filter it, a slimy and slippery job that always gives them something to tell friends back at the dorm: how the owner of this Chinese restaurant tried to talk them out of ruining a perfect engine, or how the entire staff of that restaurant came outside to take pictures. Back on campus, alumni often bring their friends to the bus to show them how it works--and to tell them about NOLS. The bus''s interior walls are decorated with a collage of alumni pictures. A photo of someone in climbing gear sticking the flag of Whitman College in the snow. Three young women in a boat and a scribbling in permanent pen: "Baja ''03 La Tigrs." There are pictures of people in meadows and mountains, white rapids and calm waters, deserts and forests, all with their own codes and little inside jokes, telling a story that you may not get, but you can see by the facial expressions of those who do that it is incredible. There''s something real about these pictures. They are not neatly framed. They look like what''s on your friend''s dorm wall. Sometimes an alum finds his picture on the wall that was sent in by somebody else from his group. This always triggers some talk: "This was awesome. It''s at base camp. We had the best lunch ever." And a story follows. A man named Randy whom I met on the bus one day in upstate New York told me that back in 1984 he took some time off from college to do a spring semester in the Rockies with NOLS. He has fond memories of the school. Now, twenty-three years later, he brought his teenage daughter along to meet the NOLS folks. She''s looking into taking a course too. Remarkably, Randy had been researching the possibility of getting a veggie-powered vehicle for about a year, and when he heard that NOLS had one, he felt yet another connection to the school and its goals. NOLS grads really get into it. They put up posters all over campus. They go to nearby schools and talk to people. They send e-mails to groups that they belong to--the marching band or the chess club. On the day the bus arrives, grads don backcountry gear and huge backpacks, carry maps and compasses, and walk around campus to draw attention to themselves. They talk to people, hand out flyers, and chalk sidewalks pointing people to the bus. Now back to Amy Rathke. Amy was too busy with classes and work on the day the bus visited Willamette to participate in any organized activities. She did stop by in the morning to say hi, though. And everywhere she went that day, she told people about the bus. "I was so excited to have the NOLS bus on campus," she remembers. Later that day, as she walked to the commons to get some food, Ashley Lewis, who worked on the bus, waved her to come over. "Hey, hey!" Amy went over to the bus. "Everyone who came by today came by because they said you sent them," Ashley told Amy. Tootsie triggers conversations. It reminds people of experiences they may have forgotten. Perhaps more important, the bus gives them an opportunity to talk about the school once again. It''s not that Amy Rathke forgot about NOLS, but after she told all her friends about it, fewer and fewer occasions to talk about her experience presented themselves. Until Tootsie showed up. Tootsie also turns heads on the street. One time a man who noticed the sign on the back of Tootsie announcing that it ran on vegetable oil followed the bus for one hundred miles on the way from Utah to Nevada because he had to know how. The bus, especially in its first couple of years, generated lots of media coverage too: eighty-five local TV news stories, twenty radio news stories, seventy-five newspaper stories, and features on CNN Radio, Fox TV, the Weather Channel, and CBS MarketWatch. Is the bus the only way to generate buzz for NOLS? Of course not. About 80 percent of NOLS students hear about the school by word of mouth, which is largely fueled by students'' experiences. But the bus starts conversations. Enrollment has been going up since Tootsie joined the marketing team, and Palmer believes that the bus has significantly increased the school''s visibility, giving it further advantages when it comes to partnerships. In the spring of 2007 in a parking lot in Charlotte, North Carolina, Tootsie encountered the grandfather of promotional vehicles, the Wienermobile. The excited bus crew posed next to the playful, hot-dog-shaped Oscar Mayer car. The encounter reminds us that some aspects of word-of-mouth marketing are not new. The Wienermobile has been around since the 1930s and yet still garners excitement. Mollie Conway, who drove one in the 1980s, told American Demographics about people running up to the Wienermobile and kissing it. One lady chased it for a block and a half. What would happen if every company had some touring vehicle? Let''s hope this doesn''t come to pass. My point is not that every company needs

Details ISBN0385526326 Author Emanuel Rosen Pages 384 Language English ISBN-10 0385526326 ISBN-13 9780385526326 Media Book Format Paperback DEWEY 658.8 Year 2009 Short Title ANATOMY OF BUZZ REVISITED REVI Edition Description Revised and Upd Imprint Random House USA Inc Country of Publication India DOI 10.1604/9780385526326 Subtitle Real-life Lessons in Word-of-Mouth Marketing Publisher Random House USA Inc Publication Date 2009-02-24 Replaces 9780385496681 Audience General We've got this

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