The Anatomy of Buzz/Rosen 12-15

13 Never set expectations that you cannot exceed or at least meet.

13 The fact is that marketing budgets are not the key to good buzz.

13 underpromise and overdeliver

14 3 reasons for the increased importance of buzz: noise, skepticism, and connectivity.

1) Customers can hardly hear you---information overload. They do, however listen to their friends.

2) Customer are skeptical

3) Customers are connected. …invisible networks is that customers have found new tools for sharing information.

15 Information and influence are no longer held by a few top journalists. These media people can still be very influential but so can thousand of customers who use Web sites and newsgroup.