1) Word of mouth marketing, or "buzz", refers to person-to-person communication about a brand through verbal discussions, visual media, or online channels. Most buzz occurs through in-person interactions rather than online. 2) Studies show that buzz has a significant influence on consumer purchasing decisions globally. People also place the highest trust in recommendations from other consumers rather than from brands. 3) Major companies actively invest in word of mouth marketing techniques like encouraging user participation, fostering emotional connections, disseminating shareable content, and listening to customer feedback. Measurement of buzz is also increasingly important.

1. The Anatomy of Buzz Lessons in word of mouth marketing Emanuel Rosen Amsterdam January 13, 2009

4. Influences vary globally... but buzz is often a big part of it Source: GMI Poll, 2005, n=20,000

6. Stimulating Buzz

7. 1. Give us something to talk about

8. Conversation Hook and Product Benefit

11. 3. Encourage self-expression / creativity Candy machine by Anders Søborg

12. 4. Make it easy (and fun) to spread the word

14. 6. Encourage Implicit Recommendation

15. 7. Evoke an emotional response 69% of BzzAgents reported at least one word of mouth incident. (nearly 40% above the average level of their previous campaigns at that time.)

16. 8. Find good stories

21. Self Expression

23. The Future of Word-of-Mouth Marketing

25. Word of Mouth Marketing Spending Source: PQ Media 2007 (U.S. Based). Does not include internal spending on word of mouth initiatives, one-time stunts, event marketing.

29. Three important concepts

34. The Anatomy of Buzz Lessons in word of mouth marketing Emanuel Rosen

36. Ethical issues “ We stand against shill and undercover marketing, whereby people are paid to make recommendations without disclosing their relationship with the marketer.” Word of Mouth Marketing Association Code of Ethics