Emanuel's book Buzz: Real Life Lessons in Word of Mouth Marketing is out now, with over 50% more material than the original international success. This is the presentation he made to WOM UK members in London, October 09.

1. The Anatomy of Buzz Lessons in word of mouth marketing emanuel@emanuel-rosen.com @EmanuelRosen

2. Buzz = customer to customer communication about a brand CUSTOMER A MARKETER CUSTOMER B

3. We’ll talk about Stimulating Buzz Social media Misconceptions and Research The future of Buzz 5 practical tips

4. 7 Strategies

5. Marketing Evolution study 1. Create Opportunities for Visual Buzz

6. 1. Create Opportunities for Visual Buzz

7. Sequence Matters Jonah Berger Wharton 32% Berger and Heath “Who Drives Divergence?” J of Personality and Social Psychology, 2008.

8. 2. Make it easy to spread the word. Look for pass-along ops 500,000 Facebook members did within 24 hours Give this gift to a friend

9. http://www.blogpulse.com/ http://www.scoutlabs.com/ http://socialmention.com Courtesy ScoutLabs

11. Bruce Palmer NOLS

13. 3. Give us something to talk* about http://www.youtube.com/watch?v=qg1ckCkm8YI

14. 4. Encourage Participation George Wright BlendTec BlendTec feedback mechanism

16. 5. Encourage self expression and creativity http://www.youtube.com/watch?v=3QOvEG27Gt4

17. 6. Use Mass Media Shereen Usdin Garth Japhet On any given day, 55% of Americans have at least one conversation related to media and entertainment. Source: The Keller Fay Group http://youtube.com/watch?v=AqR3aUulqMQ

18. 7. Tell a good story Blake Mycoskie Toms Shoes http://www.youtube.com/watch?v=kJ8c5QWsCRQ

20. Strategies Discussed so far Create opportunities for visual buzz Make it easy to spread the word Give us something to talk about Encourage participation Encourage self-expression / creativity Use mass media Tell a good story

21. Social Media with a purpose

22. Create opportunities for visual buzz

23. Make it easy to spread the word. Look for pass along ops

24. Give us something to talk about

25. Encourage self expression/creativity

26. Encourage participation

27. Use Mass Media http://abcnews.go.com/GMA/story?id=8477918 http://www.youtube.com/watch?v=BU2BFTqHFz4

30. 442 cases of early-stage prostate cancer identified.http://video.google.com/videoplay?docid=-5056161883824941101

31. “We really had to plant separate seeds in each area”

32. How to find them? Some of them will find you By category Spot them in the field Through surveys. (are you one? Do you know one? Sociometrics) What do Hubs Want? Early access to information Constant flow of information Clear loyalty expectations

34. Promotion focused on referrals and cross selling.

35. ROI was around 15.4 times the costKumar et al. “How Valuable is Word of Mouth?” Harvard Business Review, October 2007

36. Pitfalls, Misconceptions and Research

38. More online buzz or in-person buzz? 73% in person (17% phone, 10% online) More positive or negative? 63% classified as “mostly positive” Top of the line business suits on sale. Only the first ten customers get 50% discount Some Research About Buzz Source for first two items: The Keller Fay Group.

39. “We’d never seen anything like this! The passion was there. The word of mouth was there.” Marc Schiller Electric Artists

40. Volume of buzz is important but so is dispersion “…simple counts are not sufficient. There is valuable information in the extent to which the conversations are taking place across heterogeneous communities…”* * Godes & Mayzlin “Using Online Conversations to Study Word-of-Mouth Communication.” Marketing Science 2004

42. Answer: The Tide campaign because it had a much higher initial reach (960,954 people) than the Katrina campaign (7,064 people)* Watts & Peretti. “Viral Marketing for the Real World.” Harvard Business Review, 2007. http://www.youtube.com/watch?v=qKAInP_tmHk

44. Ads can simulate or stimulate buzz

45. Advertising Increases the pool of potential buzzers*

46. Slogans vs. stories* Nielsen. Niederhoffer et al. “The Origin and Impact of CPG New-Product Buzz” J.of Advertising Research 2007.

47. Secondhand Buzz In one study, 30% of the negative word of mouth was about brands that have never been owned by those who talked about them.* * East, et al. “The relative incidence of positive and negative word of mouth” International J of Research in Marketing, 2007.

48. Those who talk about your product Tell us why Tell more people Try the product Find. Listen. Protect

49. Future

50. Opportunities to Talk to others Observe others Get smart help Things connected

51. 5 tips to get you started Start with the current buzz Add a tangible element Create an event (a special event) Run a simple tell-a-friend promo Ask your customers to tell their stories 6. Listen. Observe. Improve

53. 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 www.womma.org

54. Everett Rogers 1931 - 2004

55. The Anatomy of Buzz Lessons in word of mouth marketing emanuel@emanuel-rosen.com @EmanuelRosen

56. “Whereas today’s travel recommendation sites force people to weed through long lists of comments and observations left by others, the Web. 3.0 system would weigh and rank all of the comments and find, by cognitive deduction, just the right hotel for a particular user.” John Markoff, New York Times Smarter Aggregated Buzz

57. Source: Nicholas Christakis and James Fowler The New England Journal of Medicine http://content.nejm.org/cgi/content/full/357/4/370/DC2