This document outlines 7 concepts for word-of-mouth marketing. It discusses creating visual buzz through videos, encouraging participation and engagement through online platforms, and telling compelling stories. It also addresses stimulating buzz through self-expression and creativity by sharing user-generated content. Additionally, it recommends working with influential community members acting as "hubs" and leveraging mass media. The final concept is using sneak previews to generate an uneven distribution of information and buzz. The document provides examples and statistics to support each concept for both non-profit and for-profit applications of word-of-mouth marketing.

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

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

10. Concepts Discussed so far… Visual buzz Participation / Engagement Story

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

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