The Anatomy of Buzz/Rosen 30-35

31 Sharing information is vital also when it come to surviving.

31 Another explanation for talking is our need to establish alliances.

32 We constantly groom each other with words.

32 2/3 of people’s conversation revolve around social issues.

33 use products to send messages to the people around us

34 We’re always trying to convince other people of our own views, and a good book can be a wonderful way to do that.

34 Books for me a vehicle for connection.

35 Asking information of others often save us time.. The fastest way to get information is to ask what your neighbors use.

The Anatomy of Buzz/Rosen 25-30

26 The second factor in determining the importance of buzz to you business is your audience. Different audiences have a different propensity to talk about products.

27 The more connected your customers are to each other, the more you depend on their buzz for future business.

27 The importance of high-qualified products and top service increases, and the cumulative satisfaction of customers becomes critical.
30 Understanding the motivation behind word of mouth is the first step in stimulating people to talk about your product.

30 Sharing information is an effective survival mechanism from ravens, bees, ants, and …people.

The Anatomy of Buzz/Rosen 22-25

23 ..by emphasizing that there is a lot of interaction among customers—between people within each category and across categories.

23 innovators, early adopters, early majority, late majority, and laggards.

23 Looking at networks helps in creating tactics that a company can execute to accelerate adoption. As an entrepreneur or a marketing manager, thinking only in terms of categories or types of adopters can point you in the wrong direction. If instead you think about networks, understanding that early adopters are sprinkled throughout society, you might think of ways to bring product to them.

25 Buzz doesn’t affect all businesses in the same way…the nature of your product, the people you’re trying to reach, you customer connectivity, and the strategies used in you industry.

Exciting Product
Innovative Product
Personal Experience Products
Complex Products
Expensive ProductsObservable Products

The Anatomy of Buzz/Rosen 15-22

16 Paying attention to the people who are onstage, and there are a lot more of them than there ever were before.

17 Thanks to the internet we can talk to each other now

19 If these aggregated buzz tools take off, the importance of quality will increase even more.

20 60 million born between 79-94…as this generation gains buying power in the next 10 years, expect buzz to become even more important

22 Noise may prevent people from hearing about a brand, cost may prevent them from buying it, and complex or expensive delivery may prevent them for ordering it.

22 Money can help, but word of mouth rooted in a great user experience wins.

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.

The Anatomy of Buzz/Rosen p5-12

Page 5 Buzz plays a major role in the purchasing process for many products.

6 The idea that a critical part of marketing is word of mouth and validation from important personal relationships is absolutely key, and most marketers ignore it.

7 ..buzz is the sum of all comments about a certain product that are exchanged among people at any given time.

7 Marketers and entrepreneurs, however, have a lot to gain from exploring what customers are saying about their products, not only when they are ultra new but also when these products are established. Buzz is all the word of mouth about a brand. It’s the aggregate of all person-to-person communication about a particular product, service, or company at any point in time.

12 It’s about what customers—the people who pay money for products—tell each other about these products.

The Anatomy of Buzz/Rosen

The Anatomy of Buzz is a must read from anyone interested in marketing. "The idea that a critical part of marketing is word of mouth and validation from important personal relationships is absolutely key, and most marketers ignore it." Buzz plays a major role in the purchasing process of many products.
65% of Customer who bought a Palm organizer heard about he devise from another person.
47% of Reads of Surfing magazine say the biggest influences on their decision about where to surf and what to purchase came from a friend.
#1 Source of travel information are from Friends and Family.
57% of a Southern California Car Dealership come from word of mouth.
53% of moviegoers rely to some extent on a recommendation from someone they know.
70% of Americans rely on the advice of a others when selecting a doctor for the first time.

The Anatomy of Buzz/Rosen

"Looking at networks helps in creating tactics that a company can execute to accelerate adoption. As an entrepreneur or a marketing manager, thinking only in terms of categories or types of adopters can point you in the wrong direction. If instead you think about networks, understanding that early adopters are sprinkled throughout society, you might think of ways to bring your product to them".


Understanding why people talk is the first step in understanding why people should talk about your product. 6 reasons why people talk.
1) We talk because we are programmed to talk
2) We talk to connect
3) We talk to make sense of the world
4) We talk to reduce risk, cost, and uncertainty
5) We talk because it makes economic sense
6) We talk to relieve tension

The Anatomy of Buzz/Emanuel Rosen

The pay off for paying attention to these special people who are Network Hubs can be huge for any marketer! "Network hubs are individuals who communicate with more people about a certain product than the average person does or in other words connected. Network hubs have also been called "opinion leaders", "influencers", "lead users" or "power users".

Four Types of Network Hubs
1) Regular Hubs--regular folks who serve as information sources
2) Mega-Hubs--press, celebrities, analysts, politicians
3) Expert Hubs--people who are experts or known for their knowledge
4) Social Hubs--people who are in the center of everything due to their charisma, trust, are more socially active.

The World Is Flat/Friedman 469

469 …economic competition in the flat world will be more equal and more intense. We Americans we will have to work harder, run faster, and become smarter to make sure we get our share. But let us not underestimate our strengths or the innovations that could explode from the flat world when we really do connect al of the knowledge centers together. On such a flat earth, the most important attribute you can have is creative imagination—the ability to be the first on your block to figure ways to create products, communities, opportunities, and profits. That has always been America’s strength, because America was, and for now still is, the world’s greatest dream machine.

The World Is Flat/Friedman 446-463

451 One thing that tells me a company is in trouble is when they tell me how good they were in the past.

451 When memories exceed dreams, the end is near. The hallmark of a truly successful organization is the willingness to abandon what made it successful and start fresh.

451 The answer for us lies not in what has changes, but in recognizing what has not changes. Because only through this recognition with we begin to focus on the truly critical issues

463 One good example is worth a thousand theories.

The World Is Flat/Friedman 384-446

387 ordinary people are far less prone to resent other people success than intellectuals suppose.

421 Once people get a taste for whatever you want to call it—economic independence, a better lifestyle, and a better life for their children—they grab on to that and don’t want to give it up.

443 There is one thing, though, that has not and can never be commoditized—and that is imagination.

443 small can act very big today

446 I believe that there is are irrevocable laws of heaven that when you serve others you get a little buzz.

The World Is Flat/Friedman 362-384

Rule #7 Outsourcing isn’t just for Benedict Arnolds. It’s also for idealist.

363 Social Entrepreneur

374 If we create work flow platforms that allow companies to disaggregate any job and source it to the knowledge center anywhere in the world that can perform that task most efficiently at the lowest cost, companies will do that sort of outsourcing.

374 If you can do it, you must do it, otherwise your competitors will.

375 …the world has been shrinking and flattening for some time now, and that process has quickened dramatically in recent years.

376 …local governments are too broken for them to believe they have a pathway forward

379 You can save a life outside the U.S. for less than $100

384 What they resent is not having any pathway to get rich and join the flat world and cross the line into the middle class

The World Is Flat/Friedman 357-362

358 For the average company, you are doing well if 25% is core competency and strategic and really differentiating, and the rest may continue to do and try to improve or you may outsource.

360 The ability to dream is here, more than in other parts of the world. The nucleus of creativity is here, not because people are smarter—it is the environment, freedom of thought. The dream machine is still here.

Rule #6 The best companies outsource to win, not to shrink. They out-source to innovate faster and more cheaply in order to grow larger, gain market share, and hire more and different specialists—not to save money by firing more people.

360 I am outsourcing to win, not to save money.

362 If I don’t meet their needs someone else will.
362 The best companies are finding ways to leverage the best of what is in India with the best of what is in North Dakota with the best of what is in Los Angeles

The World Is Flat/Friedman 355-357

356 If you were to approach venture capital firms in Silicon Valley today and tell them that you wanted to start a new company but refused to outsource or offshore anything, they would show you the door immediately. Venture capitalists today want to know from day one that your start-up is going to take advantage of the triple convergence to collaborate with the smartest, most efficient people you can find anywhere in the world. Which is why in the flat world, more and more companies are now being born global.

Rule#5 In a flat world, the best companies stay healthy by getting regular chest X-rays and then selling the results to their clients.

357 Ever department, every function, is broken out and put in a box and identified as to whether it is a cost for the company or a source of income, or a little of both, and whether it is a unique core competency of the company or some vanilla function that anyone else could do—possibly cheaper and better.