Everyone knows what word-of-mouth marketing is, but do they know how to make it work for their organization?
The mission of “Beyond Buzz: The Next Generation of Word-of-Mouth Marketing” (Amacom) is to help readers use the technique to get people energized and create communications that have a lasting impact.
Author Lois Kelly uses case histories from companies like Unilever's Dove brand, Sun Microsystems, and the Women & Infants Hospital of Rhode Island to show the potential of unconventional marketing. The book also guides readers through the steps of building a “talk” culture, such as determining the right questions a firm should ask itself at the outset of a buzz marketing initiative. Among them: How it wants customers to learn about what's new; how it'll stay connected to what customers are talking about online; and the metrics to use to find out what's working and what isn't.
