Before buzz had any buzz, Emanuel Rosen was all over it.
Emanuel Rosen, god-father of word-of-mouth marketing returned to the New Paradigm stage after seven years to revisit buzz in the new age of social networking. Building on some of his original principles, he presented a new, state-of-the-art look at one of the most important societal and communications factors of our time.
According to Rosen, two recent and major trends have affected the way buzz spreads. First, text-based buzz through social networking and media has reached a massive scale. Second, your customers have even richer ways to communicate with each other. Including audiovisual technologies as well as tools that give them more opportunities to observe each other.
In this new communications environment, Emanuel examined eight principles at work in social networks that affect buzz in the era of LinkedIn, FaceBook and Twitter.
1. Do you have the right product / service ... one that impresses people enough to get them talking about it?
2. Do you have the right approach ... an attitude of honesty, directness and networks?
3. Are you listening ... to customers, prospects and market buzz?
4. Are you working with network hubs ... connected people who talk more than most people?
5. Have you considered all possible techniques for building buzz ... including grassroots seeding, sneak previews and surprise?
6. Are you engaging people ... helping them to create something, participate and engage in experiences?
7. Are your ads building buzz ... research has shown that the right kind of advertising substantially increases buzz?
8. How can you keep the buzz alive ... by keeping the offering new and associating it with innovation?
