- 7 years ago

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Paul Marek of 3RING.com, corresponding live from Search Engine Strategies Toronto ’09

Keynote Speaker #2 – Emanuel Rosen

Emanuel Rosen not only knows his stuff about creating buzz – he has great stage presence too, which makes these sessions WAY more interesting…

Emanuel, author of “The Anatomy of Buzz Revisited“, did research for his book by actually spending time in real-world situations with the people who have successfully created HUGE buzz around their offering, whether it’s a service, a product or a concept. This gave Emanuel many different perspectives for approaching the same issue – creating buzz for your offering. I look very much forward to reading his book, but here’s a recap of his session at SES Toronto ’09…

Emanuel first defines “what is buzz?”: Buzz = the total comments about your offering – ALL authentic person-to-person communications (non-paid).

Here’s some numbers about “buzz”:

  • 73% of buzz is in person
  • 63% is “mostly positive”
  • most “buzz” is about…. food

Although he did not have enough time to complete his full talk, he was able to squeeze in his first 10 tips for creating REAL buzz, or word-of-mouth advertising..

  1. Make it easy and fun to spread the word
    • must produce an exceptional customer experience
  2. Create visual buzz (even if your offering is a concept)
    • gives example of LiveStrong wrist bands
    • give customers the opportunity to create and/or pass visual buzz
    • almost ALL of the C2C buzz value comes from others SEEING the object their friends endorse
  3. People imitate and dis-imitate
    • if offering is relate-able, they’ll buzz, if not, they’ll drop it
  4. Trigger the positive buzz
    • 30% of negative buzz by people who never owned object
    • even delighted customers will forget you over time
    • involve people to keep them talking about you
  5. Give people something to talk about
    • service the people who contact you
    • encourage participation
    • do what people ask
  6. Pay attention to and create dispersion
    • make sure message is being spread across heterogeneous communities
  7. Tell a good story
    • make the story tell-able
    • support the story with facts
    • be specific
    • nurture the storytelling (creates great content!)
    • stories are about people
    • make storytelling easy – (FaceBook, Flickr, Twitter, etc…)
  8. Mass media helps build buzz too
    • 17% of brand conversations refer to advertising
    • ads can simulate or stimulate buzz
  9. Work with network hubs
    • talk to people who talk to a lot of people
    • expert hubs
    • social hubs
    • plant seeds in each social cluster
  10. Offer simultaneous initiatives
    • do 10 initiatives with hope that:
    • 2 will work really well
    • 5 will do OK
    • 3 will fail

Emanuel gives a few great resources for researching word-of-moth advertising – or BUZZ:

I’ll post my 1Q Interview with Emanuel later today.