Communications

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

By Lois Kelly

Agents discuss developing 'buzz' - whatever which consistently threatens to vanish away once the following sound chew arrives to take its position - yet basically the neatest of dealers detect that to be powerful, word-of-mouth has to have the best message connected to it: the type that will get humans speaking and ends up in genuine conversation. "Beyond Buzz" indicates readers tips on how to take heed to shoppers, establish what's very important to them, after which craft the type of message that may really resonate...and not only fade away.

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Extra resources for Beyond Buzz: The Next Generation of Word-of-Mouth Marketing

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Faking it, as the social signaling experts have shown, rarely works. If we talk about something we don’t believe in, people ignore us and maybe even lose confidence in us. Faked emotion contributes as much to meaning making as genuine emotion and not in a positive way. The passion and conviction of our beliefs triggers emotion, the most potent meaning-making ingredient. Meaning-making lessons for the five-year-old mind in all of us One last note about meaning making is that adults make meaning with their five-year-old minds, and this has some practical implications to marketing practices.

It shapes people’s feelings about whether to work with us, buy from us, or 48 • BEYOND BUZZ invest in us. It’s meant to provoke thinking and conversation versus explaining a product or capability or documenting vision, mission, values, or value proposition. Although much has been written about the value of having a marketing story (see Seth Godin’s book All Marketers Are Liars as an example), a story is of little value if it’s not connected to a point of view. Stories are told to make a point. “We may have forgotten the stories, but we remember the point,” explains Joe Lambert of the Digital Storytelling Cookbook.

People in Europe didn’t understand what the story would be for them in this new union. This is very important. ”11 Contexts in business and government are shifting more quickly than ever. Understanding the context in which we’re discussing ideas is essential; otherwise we will end up just talking to ourselves. Related to context is how patterns are formed within the frame of reference. Pattern making involves seeing relationships among ideas and connecting ideas within the context. One reason we enjoy hearing about best practices, observations, secrets, and lessons is that someone is pulling together and connecting different bits of information in a meaningful pattern that fits into a context we already understand.

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