Resumo de The Anatomy Of Buzz (how To Create Word-of-mouth Marketing)

Communication by word of mouth (called buzz), has immense resources for returns in business. The leadership should realize its potential, & utilize it in addition to the other methods. It is no secret that customers obtain & receive input, advice, recommendation & guidance, from their friends, relatives & others, by word of mouth. In sixteen Chapters contained in three parts of the book, the author explains the phenomenon, the mechanism of spreading of the buzz, concepts & techniques for success in the net works & stimulating the buzz, which is known to travel in invisible networks. In different Chapters, the author describes, 6 reasons for people talking, 4 types of network hubs, & 10 principles at work in social net working. This book is based on the author's own experience in marketing, interviews with about 150 executive marketing leaders & researchers, references, case studies & examples(with both positive & negative results).
One of the important chapters, discusses using the concepts & techniques with a long term approach, so that more positive remarks about our products are in the net work. First of all, our product or service must be of good quality, & better than that expected by the consumers; should serve its purpose well; should make lives of the user better; should be able to draw other's attention to itself; & should be some thing new for the consumer. We must have a different approach, e.g. having openness, truth & honesty; considering consumers as part of a network; & stimulating this process of word of mouth communication. We must listen to the networks by talking to the people directly(in addition to the middle men like reseller, interviewer etc.), & find out what exactly they tell their friends about our company & products, our competitors etc.; getting such information from different sources(besides informal talking to the customers) e.g. news groups, chat rooms, web sites etc.; finding out the talking point in industry about our product. Net work hubs being important, we must identify them in our category of items, & potential ways to reach them; finding other people who could possibly become hubs for our product; keeping a detailed record & profile for them with connections & scope of influence etc.; providing factual data to such hubs; providing easy access & quick response to the customers. We should create a buzz ourselves, through planned seeding at hubs, by creating curiosity by scarcity at the outset; using preview of some customers; by surprising the people; by showing how the product is made; using a charismatic company leader; staging an event with our product; making potential customers aware of our products; promoting common bond or interest in the customers for better interaction between them; by gifting the product; having a referral awards plan; & using all possible networks. Advertising is in any case necessary, but it should help in creating buzz, by the ads. making the people aware of its uniqueness; by ads. creating the buzz themselves & also helping it to build up. Help should also be taken through our resellers, where there is real person to person contact mainly through salesmen; being in direct contact with such sales people; giving demos in shopping malls; the people working as seeds should have used the product & should be given inside information by us; on-line sellers should also interact with customers. The most important thing is to keep the buzz alive(newness keeps it alive), by say looking for new customers & exposing them to our product; supplying information about our innovations regularly to the networks; & keeping the customers continuously involved. Written in a lucid manner, it is a pleasing-to-read, & a very useful guide-book, for practitioners & academics, for using this powerful technique, for communicating with the customers, & stimulating them to pread the message verbally. We are sure that you will like this book, & you will tell also others about it.

Resumos Relacionados