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Buzz stanford  rosen February 2011
Buzz stanford  rosen February 2011
Buzz stanford  rosen February 2011
Buzz stanford  rosen February 2011
Buzz stanford  rosen February 2011
Buzz stanford  rosen February 2011
Buzz stanford  rosen February 2011
Buzz stanford  rosen February 2011
Buzz stanford  rosen February 2011
Buzz stanford  rosen February 2011
Buzz stanford  rosen February 2011
Buzz stanford  rosen February 2011
Buzz stanford  rosen February 2011
Buzz stanford  rosen February 2011
Buzz stanford  rosen February 2011
Buzz stanford  rosen February 2011
Buzz stanford  rosen February 2011
Buzz stanford  rosen February 2011
Buzz stanford  rosen February 2011
Buzz stanford  rosen February 2011
Buzz stanford  rosen February 2011
Buzz stanford  rosen February 2011
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Buzz stanford rosen February 2011

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  • 1. 7 Concepts in Word-of-Mouth Marketing
    Applications to Nonprofit / For Profit
    Emanuel Rosen
    Author: The Anatomy of Buzz Revisited
    Stanford GSB Feb 2011www.emanuel-rosen.com
  • 2. 73% in person (17% phone, 10% online)
    63% classified as “mostly positive”
    Family/spouse – 49%. Friend – 27%. Co-worker – 14%. Acquaintance – 6%. Stranger – 2%.
    Some Statistics about Product Buzz
    Source: The Keller Fay Group
  • 3. Why stimulate word-of-mouth?
    People forget
    Secondhand buzz
    • East, et al. “The relative incidence of positive and negative WOM”
    • 4. Kumar, et al. “How valuable is WOM?”
  • 1. Visual Buzz
  • 5.
  • 6. 2. Participation / engagement
    http://www.youtube.com/watch?v=JFVkzYDNJqo
  • 7. http://www.youtube.com/watch?v=qg1ckCkm8YI
  • 8. 3. Story
    Blake Mycoskie
    Toms Shoes
    http://www.youtube.com/watch?v=kJ8c5QWsCRQ
  • 9.
  • 10. Concepts Discussed so far…
    Visual buzz
    Participation / Engagement
    Story
  • 11.
  • 12.
  • 13. 4. Self Expression and Creativity
  • 14. Lego Mindstorms
  • 15. Gumball Sorter 1.3 million views
    Sudoku Solver 0.5 million views
    Rubik Cube Solver 2.1 million views
  • 16. 5. Hubs
    Virgil Simons
    Prostate Net
    James Coleman
    Coleman Brothers
    barbershop
    Reverend Hosea Ivey
  • 17. “We really had to plant separate seeds in each area”
    Brian Maxwell,
    co-founder PowerBar
  • 18. 6. Mass media
    Shereen Usdin
    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
  • 19.
  • 20. 7. Uneven distribution of information
  • 21. 7 ways to stimulate buzz
    Create opportunities for visual buzz
    Encourage participation
    Tell a story
    Encourage self-expression / creativity
    Work with hubs
    Use mass media
    Use sneak previews
  • 22. 7 Concepts in Word-of-Mouth Marketing
    Applications to Nonprofit / For Profit
    Emanuel Rosen
    Author: The Anatomy of Buzz Revisited
    Stanford GSB Feb 2011www.emanuel-rosen.com

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