Word-of-Mouth
Marketing is referred to as “
Buzz”. In Emanuel Rosen’s book The Anatomy of Buzz, he examines the importance of word-of-mouth marketing and how to generate it, to promote your business. In Anatomy of Buzz, the former marketing Vice President shows what products are effected most by buzz and how to create strategies that generate buzz.
The books contents are separated into three parts: defining “buzz” and how it spreads, experiencing
product success in Networks and Stimulating Buzz. In section one buzz is
defined in
various ways and comes down to a simpler explanation of what people are saying about a product. Buzz is examined closely and analyzed defining people as buzz worthy by their ability to form clusters and cliques. The hypothetical implications for quantifying the possibilities of generating even more buzz are explored. Section two focuses on networks or even larger groupings of people who have already formed small, informal cliques. Above the
Network level is an even more influential and sizable group defined as a hub. In section two the author shows the importance of
seeding or spreading buzz at a very low level and how it can quantitatively multiply and evolve into a network and a network evolves into a hub. All of this activity is generated by buzz surrounding a product. In part three the author discusses ways of promoting buzz. The initial, general sales campaign is referred to as seeding. Rules on successful seeding are discussed.
What is so good about the Anatomy of Buzz is the analysis of the various companies, as case studies, of the way “buzz” works to promote a company and it’s product.
What makes The Anatomy of Buzz such a compelling read is that it identifies that secret ingredient between culture and commerce, that can be pinpointed and developed, if a product is to succeed in business.
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