‘Buzz’ is a definitive term in the lexicon of marketing and we have Emanuel Rosen to thank for that. For decades we’ve been trying to quantify the value of word-of-mouth, referrals and advocacy, and in the context of Web 2.0 it has become even more important.
The practical approach of this updated version of The Anatomy of Buzz makes it worth reading. It looks at customer psyche, studies how communities evolve, runs through best and worst case scenarios and gives clear examples discussing their benefits and pitfalls.
It’s easy reading, but valuable nonetheless. Key points are easy to grasp and remember. Research and field interviews add to the depth of the analysis, yet the content is still light enough to assimilate.
We take buzz for granted, but, as the advent of social media shows, it’s the driving force of campaigns. Understanding how to generate it is fundamental for marketers. The book offers valuable insights into consumer behavior and is a precursor to the many social media and behavioural economics titles now available. I’d also advise marketers to read it in conjunction with recently published books on social networking to enhance its value.
The most powerful take-outs were on customer affinities and social glues, which are discussed in detail. The various distribution channels of buzz are also eye-openers that could help marketers tap into touch-points they may not have considered before.
It is an honest assessment of the marketplace, even examining the customer as the enemy and defining the enemies of buzz.
Buzz- Real life lessons in word-of-mouth marketing isn’t just an update of The Anatomy of Buzz, it is the v 2.0. And we all know the importance of 2.0 in word-of-mouth marketing.
