Buzz stanford rosen February 2011

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Buzz stanford rosen February 2011

  1. 1. 7 Concepts in Word-of-Mouth Marketing<br />Applications to Nonprofit / For Profit<br />Emanuel Rosen<br />Author: The Anatomy of Buzz Revisited<br />Stanford GSB Feb 2011www.emanuel-rosen.com<br />
  2. 2. 73% in person (17% phone, 10% online)<br />63% classified as “mostly positive”<br />Family/spouse – 49%. Friend – 27%. Co-worker – 14%. Acquaintance – 6%. Stranger – 2%.<br />Some Statistics about Product Buzz<br />Source: The Keller Fay Group<br />
  3. 3. Why stimulate word-of-mouth?<br />People forget <br />Secondhand buzz<br /><ul><li> East, et al. “The relative incidence of positive and negative WOM”
  4. 4. Kumar, et al. “How valuable is WOM?”</li></li></ul><li>1. Visual Buzz<br />
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  6. 6. 2. Participation / engagement<br />http://www.youtube.com/watch?v=JFVkzYDNJqo<br />
  7. 7. http://www.youtube.com/watch?v=qg1ckCkm8YI<br />
  8. 8. 3. Story<br />Blake Mycoskie<br />Toms Shoes<br />http://www.youtube.com/watch?v=kJ8c5QWsCRQ<br />
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  10. 10. Concepts Discussed so far…<br />Visual buzz<br />Participation / Engagement<br />Story<br />
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  13. 13. 4. Self Expression and Creativity<br />
  14. 14. Lego Mindstorms<br />
  15. 15. Gumball Sorter 1.3 million views<br />Sudoku Solver 0.5 million views<br />Rubik Cube Solver 2.1 million views<br />
  16. 16. 5. Hubs<br />Virgil Simons<br />Prostate Net<br />James Coleman<br />Coleman Brothers<br />barbershop<br />Reverend Hosea Ivey<br />
  17. 17. “We really had to plant separate seeds in each area”<br />Brian Maxwell, <br />co-founder PowerBar<br />
  18. 18. 6. Mass media<br />Shereen Usdin<br />On any given day, 55% of Americans have at least one conversation related to media and entertainment.<br />Source: The Keller Fay Group <br />http://youtube.com/watch?v=AqR3aUulqMQ<br />
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  20. 20. 7. Uneven distribution of information<br />
  21. 21. 7 ways to stimulate buzz<br />Create opportunities for visual buzz<br />Encourage participation<br />Tell a story<br />Encourage self-expression / creativity<br />Work with hubs<br />Use mass media<br />Use sneak previews<br />
  22. 22. 7 Concepts in Word-of-Mouth Marketing<br />Applications to Nonprofit / For Profit<br />Emanuel Rosen<br />Author: The Anatomy of Buzz Revisited<br />Stanford GSB Feb 2011www.emanuel-rosen.com<br />

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