Beyond Buzz: The Next Generation of Word-of-Mouth Marketing by Lois Kelly

By Lois Kelly

Dealers speak about growing 'buzz' - anything which regularly threatens to vanish away once the subsequent sound chunk arrives to take its position - yet merely the neatest of agents discover that to be powerful, word-of-mouth has to have the best message hooked up to it: the sort that will get humans conversing and leads to actual communique. "Beyond Buzz" exhibits readers easy methods to hearken to shoppers, establish what's very important to them, after which craft the type of message that may actually resonate...and not only fade away.

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Additional info for Beyond Buzz: The Next Generation of Word-of-Mouth Marketing

Example text

So the marketing has failed. At the 2004 American Association of Advertising Agencies Conference, Procter & Gamble global marketing officer Jim Stengel talked about how the old model of marketing was broken. “Now is the time for all of us to push our thinking further,” he said. ”8 Four meaning-making ingredients—relevancy, emotion, context, and pattern making Our brains innately seek meaning by looking for and connecting with patterns of information. The patterns and connections help us to see value in information we may otherwise ignore as meaningless.

In other words, the point of view in and of itself provokes an emotionally charged conversation. Beyond ideas and words, we humans also make judgments based on how people talk. We innately tune into the emotions and attitudes of the person when listening. We often make snap judgments without consciously factoring in the words being spoken. To show the effect of these social signals, researchers at the Massachusetts Institute of Technology have studied people’s Make meaning, not buzz • 39 reactions during conversations.

That’s why meaning making is such a powerful concept for leadership, sales, marketing, customer relationship building, and activism. Great leaders in all fields—from Gandhi and Margaret Thatcher to GE’s Jack Welch and Ford Motors’ Jacques Nasser— have been meaning makers, helping people to make sense of new concepts. In fact, the more innovative or disruptive the idea or product, Make meaning, not buzz • 27 the greater the need for a meaning-maker approach to communications. “We believe the need for meaning and a sense for order is universal,” state Harvard Business School professors Joel M.

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