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Beyond buzz: the next generation of word-of-mouth marketing

Author: Kelly, Lois Publisher: AMACOM, 2007.Language: EnglishDescription: 228 p. ; 24 cm.ISBN: 9780814473832Type of document: BookBibliography/Index: Includes bibliographical references and index
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book Europe Campus
Main Collection
Print HF5415.123 .K45 2007
(Browse shelf)
Available 001240061
Total holds: 0

Includes bibliographical references and index


Beyond Buzz The Next Generation of Word-of-Mouth Marketing Contents Introduction 1 1. Enough with the marketing blah blah blah--let's talk about something interesting 5 · People should like talking about your company · Lights out in San Francisco: Lessons from a blackout · To provoke conversations, have something interesting to talk about · Obstacles to conversational marketing · Why conversational marketing matters · Three steps for real, relevant, and repeatable conversations 2. Make meaning, not buzz 23 · Overwhelmed and desperately seeking meaning · Meaning helps make sense of information · Four meaning-making ingredients--relevancy, emotion, context, and pattern making · Context and pattern making: Connecting the dots within a larger frame · Being relevant: Beyond acts of God and Congress · Love this: Emotion is the superhighway to meaning · Meaning-making lessons for the five-year-old mind in all of us 3. Have a fresh point of view (or several) 45 · A point of view sets you apart, speeds understanding, and provokes conversation · · · The "so what" introduction of the new CA Ten characteristics of a point of view How a point of view differs from vision, value proposition, messages, and elevator speeches · · Sun Microsystems' point of view--sharing, ending the digital divide Dove's Campaign for Real Beauty started with a belief that challenged assumptions · Women and Infants Hospital knows what women want--dignity, hope, belonging, and strength · Moving from transactional to conversational communications 4. Listen up: Seven ways to uncover talk-worthy ideas 71 · Tap into the CEO's beliefs · Listen in new ways · Run a point-of-view workshop (but never on Monday) · Format of the workshop · Hold a clearness committee · Think more narrowly · Explore new metaphors--pigs, flying barns, and fairy tales · Go on a walkabout 5. Nine themes that always get people talking 107 · Aspirations and beliefs · David vs. Goliath · Avalanche about to roll · · · · · · Anxieties Contrarian/counterintuitive/challenging assumptions Personalities and personal stories How-to Glitz and glam Seasonal/event-related 6. Straight talk: Talk like you talk, talk like you mean it, talk in these ten new ways 129 · Are we speaking Doglish? · Reset business communications style · Ten ways to get on the straight-talk wagon · The language of conversation is the language of understanding 7. Shift to a conversational marketing mind-set 147 · Five business reasons to change to conversational marketing · Seven ways to deprogram from a command-and-control attitude · The upside of losing control 8. Building a "talk" culture 163 · Rethink the marketing function: What are the right questions? · Eight important functions for conversational marketing · Insights: Seeing new possibilities · Conversation strategy: Finding points of view and conversational approaches · Two-way involvement programs: Creating conversation channels · Executive communications: Coaching for clarity, understanding, and conversations · Public relations: Right skills, wrong box? · Sales communications: Beyond product collateral and PowerPoint decks · Advertising: Talk about creative · Technology: Elevating the marketing chief information officer · Rituals: New ways of working to build conversations into the organizational culture 9. Be more interesting--conversations, passion, and an honest point of view 193 · · · · · Learned lectures fail to connect McDonald's provokes meaningful conversations about McJobs Attract interest, create understanding, build trust Four steps for creating interesting things to talk about The conversations are the work Appendix: checklists, templates, additional resources 203 Notes 213 Index 221

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