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This book gives simple and easy-to-understand directions on how to create massive buzz for a product and stresses why it so important to do so. For those who are already familiar with the effects of word of mouth marketing, these chapters may seem a waste of time. The chapters within this section discuss how to do this through:Working with Network HubsActive SeedingThe Elements of a Good StoryViral MarketingDoes Madison Avenue Still Matter.Buzz in Distribution ChannelsOverall, the points Rosen makes are valid and could be put into practice. However, for those new to marketing their companies, this information and examples may prove extremely useful.The third portion of the book gets down to the key factors in creating positive buzz and tangible things one can do. Throughout the entire book, he gives numerous examples from various companies through the years that depict how buzz can build or break a company. How Buzz Spreads2.
Success in the Networks3. Stimulating BuzzIn the first section, the author describes the fundamentals about what buzz is and why it is so important to the success of any product or service. The Anatomy of Buzz by Emanuel Rosen is a helpful tool for anyone trying to market a new product, service, company, or brand. I give this book 4 out of 5 stars because I believe it is very helpful to the market it is targeted to. The first two sections of the book spend most of the time describing what buzz is, why it occurs, and how it is spread. Every point Rosen makes is backed up by an example from the industry, which shows his extensive research, but can also become slightly redundant (you can only hear about Palm Pilot so many times before getting bored). A marketing executive or long-time entrepreneur may not get much out of it, but as someone new to this field, I learned a lot and can see how the information will be beneficial to me in the future.
He calls these people "Network Hubs" and focuses much of the book on who they are and how to utilize them. Rosen splits the book into three sections:1. After reading this book I definitely have a better idea about the root of buzz marketing and how to potentially make it happen. Rosen emphasizes the importance of identifying networks as opposed to just target markets and how finding the right people within these networks can help fuel word of mouth about your product or service. He also gives ten principles of social networks that create buzz so that one can better understand and target them. However, many of the examples he gives also made me question whether there was more luck involved than actual intentional marketing. It was an easy and pleasant read, although redundant at times.
I found this book to be a great introduction to the idea of buzz marketing. Mr. Like its title suggest, Emanuel Rosen breaks down the elements and possibilities of buzz, and how information flows in our Web 2.0 society. Most helpful was his comment and illustrations of how traditional marketing can both stimulate and kill buzz, and the rules to following when integrating ad buys and buzz. Rosen offered some excellent examples, some we've heard before, but are nonetheless powerful. Overall an interesting and thought-provoking book for anyone wanting to learn more about buzz marketing theory and implementation.
I enjoyed reading this as it was one of the first books on Buzz that I'd read. It's packed with lots of great examples, for example I discovered the history of the term "Viral Marketing"I was particularly happy, given my job (marketing board games), to find stories about Pictionary had been marketed.As to hard takeaways and actionable items, I'm not so sure, but I have a feeling that most books on this subject lead you wanting more.At the end of the day creating buzz is highly subjective and non-scientific. You can try and make things Buzz-worthy and designing Buzz into products is a great objective - you'd be mad to ignore this as its much harder to add these attributes later. Design your buzz into your product is great advice - adding it later is much harder.It's a really good starting point and its certainly not one of those books to jump on the Buzz wagon.
Great book, but even after just a few years, the material is outdated. Hardly touches the online world, which is what I was looking for.
However, it does feel outdated and you have to take this into account when you read it - YouTube, FaceBook, etc. Have a great product (there is no substitute), identify the information hubs, seed far and wide, try to start little fires everywhere, and never give up - that's Emanuel Rosen's advice for creating buzz. The book is a light introduction to this topic, and deserves a spot on your reading list if you want to learn about the subject. have changed the rules of the game significantly. For a more recent, and dare I say, more useful read, be sure to check out Buzzmarketing by Mark Hughes.
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