RSS Feed (xml)
think about it. how often do you have been asked “seen any good movie lately?” or “where is the best place to eat this weekend?” or “where can I get good bargain for second hands items?” this is what happening in our daily live without us realizing that we are part of the most powerful and yet least understood marketing tools in the fast-paced businesses environment. and that is known as the “buzz”.
what is the “buzz” all about? most today’s marketing focuses on the effective of advertising to influence the consumer behavior. they ignore the facts that purchasing is part of social process. most of the time, subtly people rely on “invisible networks” of friends, relatives, and co-workers for recommendations about movie, restaurant and even vacation. In other words, as the author explained, buzz is a sum of all comments about a certain products that are exchanged among people at any given time.
the author, emanuel rosen, through his book “the anatomy of buzz: how to create word-of-mouth marketing” gave a good insight on this marketing tools that often over looked by marketers. the authors discussed the “buzz” into three parts: the first looks at how buzz spreads (a small percentage of all the people do all of the connecting together of information networks); the second examines what makes for success with buzz (having things people want to talk about and encouraging that talking); and the third how to stimulate buzz for your business (identify network hubs).
what caught my attention from this book is how rosen subtly discussed the important of “network hubs”. It became the key ingredients to measure the success of buzz. In the world of “buzz”, “network hubs” play significant role and they also known as “opinion leaders”, “power users”, or “influencers”. they are hard to trace however rewards to paying attention to this individual are huge. Network hubs classified into four categories:
1. regular Hubs – regular folks who have develop an interest in a certain product category.
2. mega Hubs – are the press, celebrities, analyst and politicians.
3. expert Hubs – demonstrated significant knowledge at certain area.
4. social Hubs – central members of the group; sociable and trusted by peer group.
these network hubs can be identify with acronym ACTIVE (Ahead in adoption, Connected, Travelers, Information-Hungry, Vocal and Exposed to the media more than others).
in addition to learning about how to create and make buzz works, this book also offers guidance on how to encourage and accelerate that buzz including actively “seeding” the product with key customers.
so, pick this book and start the buzz!
what is the “buzz” all about? most today’s marketing focuses on the effective of advertising to influence the consumer behavior. they ignore the facts that purchasing is part of social process. most of the time, subtly people rely on “invisible networks” of friends, relatives, and co-workers for recommendations about movie, restaurant and even vacation. In other words, as the author explained, buzz is a sum of all comments about a certain products that are exchanged among people at any given time.
the author, emanuel rosen, through his book “the anatomy of buzz: how to create word-of-mouth marketing” gave a good insight on this marketing tools that often over looked by marketers. the authors discussed the “buzz” into three parts: the first looks at how buzz spreads (a small percentage of all the people do all of the connecting together of information networks); the second examines what makes for success with buzz (having things people want to talk about and encouraging that talking); and the third how to stimulate buzz for your business (identify network hubs).
what caught my attention from this book is how rosen subtly discussed the important of “network hubs”. It became the key ingredients to measure the success of buzz. In the world of “buzz”, “network hubs” play significant role and they also known as “opinion leaders”, “power users”, or “influencers”. they are hard to trace however rewards to paying attention to this individual are huge. Network hubs classified into four categories:
1. regular Hubs – regular folks who have develop an interest in a certain product category.
2. mega Hubs – are the press, celebrities, analyst and politicians.
3. expert Hubs – demonstrated significant knowledge at certain area.
4. social Hubs – central members of the group; sociable and trusted by peer group.
these network hubs can be identify with acronym ACTIVE (Ahead in adoption, Connected, Travelers, Information-Hungry, Vocal and Exposed to the media more than others).
in addition to learning about how to create and make buzz works, this book also offers guidance on how to encourage and accelerate that buzz including actively “seeding” the product with key customers.
so, pick this book and start the buzz!
