The anatomy of buzz - Emanuel Rosen

The first book to show companies how to generate word-of-mouth marketing.When purchasing certain products customers rely heavily on personal recommendations from friends and family, colleagues and peers - and sometimes even relative strangers. Yet most of today's marketing still focuses on how to use advertising and other tools to influence each customer individually, ignoring the fact that buying these `conversation products' is a social process.The Anatomy of Buzz will be the first book to show companies how to help customers influence each other through word-of-mouth, using case studies and concrete examples:Why did it take cameras more than 50 years to start spreading from professionals to the general public?
How did Sun Microsystems use the networks to spread the word about Java?
How did the makers of Trivial Pursuit create huge demand for the game almost overnight?
How did Nintendo create unprecedented buzz for Super Mario Brothers?Word-of-mouth has long been recognized as a powerful marketing tool and the revolutionary ability of the Internet to connect customers to each other now makes it absolutely critical. As customers grow ever more sceptical they may not listen to adverts, but they do listen to their friends. This will be the first book to teach in a systematic way how these invisible networks work. Readers will learn how to:Build contagious attributes into the product at design stage.
Identify `network hubs' that influence others in the network.
Seed non-active networks early on.
Design `tell a friend' promotions that really work.
Advertise in a way that simulates and stimulates word-of-mouth.