- Hardcover: 240 pages
- Publisher: Amacom; 1 edition (Mar 1 2007)
- Language: English
- ISBN-10: 0814473830
- ISBN-13: 978-0814473832
- Product Dimensions: 23.1 x 15.7 x 3 cm
- Shipping Weight: 476 g
- Average Customer Review: 5.0 out of 5 stars See all reviews (1 customer review)
- Amazon Bestsellers Rank: #306,392 in Books (See Top 100 in Books)
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Product Details |
Product Description
Review
Winner of the Gold Medal in the first annual Axiom Business Awards, sponsored by Inc. Magazine, in the advertising/marketing/PR/event planning category. Tied with Word of Mouth Marketing by Andy Sernovitz."
Product Description
People are talking ... but are they talking about your product? The old marketing model is dead, and word of mouth is king. But without the right message in place, word-of-mouth marketing will never live up to its promise. This innovative and practical book shows readers how to ignite people's interest ... and generate much more than buzz. A lot of attention has been paid to the mechanics of creating buzz, but only the savviest of marketers have learned to focus on crafting the right kind of message. Beyond Buzz shows readers how to listen to customers, identify what is important to them, and then craft the kind of message that will truly resonate and spark conversation. Filled with insightful examples of conversational marketing at work, Beyond Buzz gives readers the tools and inspiration they need to create an effective and interesting conversational theme that will engage their customers and take their marketing to a whole new level.
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Most helpful customer reviews
5.0 out of 5 stars
Word of mouth that goes beyond buzz,
By SoMisguided.com "somisguided" (Vancouver, BC) - See all my reviews
This review is from: Beyond Buzz: The Next Generation of Word-of-Mouth Marketing (Hardcover)
Marketing is tricky business. Who wants to look at ads or feel like they've been conned into a business pitch. Beyond Buzz does a good job of helping traditional marketers remove the jargon and actually talk about their companies, products and services in a way that is interesting (not just to them).
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Most Helpful Customer Reviews on Amazon.com (beta) Amazon.com:
4.5 out of 5 stars (24 customer reviews) 7 of 7 people found the following review helpful
4.0 out of 5 stars
Learn how to talk with customers instead of at them.,
By Brad Shorr "Brad Shorr" - Published on Amazon.com
This review is from: Beyond Buzz: The Next Generation of Word-of-Mouth Marketing (Hardcover)
Conversational marketing is really a simple concept and one that's been around since people started conversing. However, marketing, PR and advertising departments, especially in larger businesses, don't think conversationally. That's a problem, because customers want conversation, not the "party line." Lois Kelly offers a spot on solution--"Marketing has traditionally been more like a manufacturing operation, producing advertisements, Web sites, brochures, campaigns, and press releases. Reframed as a service, however, marketing gains even more value through the processes of listening advising, explaining, and teaching." (p. 155) Companies need to reshape their entire approach to communication to have any hope of influencing today's customers. That entails changing mindsets, job responsibilities, interdepartmental relationships and customer interaction--tough stuff. The great value of "Beyond Buzz" is that it explains how large organizations can reorganize and reorient themselves to be conversational. Kelly has a lot of first-hand experience working with firms that successfully made the change, and with some that didn't. Her ideas and transformative techniques are not merely theories, they are tried and true. Worthwhile reading for business owners, leaders, and top level marketing, PR, advertising and sales execs. 13 of 16 people found the following review helpful
2.0 out of 5 stars
a flawed treatment of an important topic,
By Daniel Ginensky - Published on Amazon.com
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This review is from: Beyond Buzz: The Next Generation of Word-of-Mouth Marketing (Hardcover)
Lois Kelly has written a book about a compelling and exciting subject, namely using conversations as a method of mass marketing. Unfortunately, "Beyond Buzz" fails to explain how to implement this revolutionary idea.The book attempts to explains how and why humans engage in conversations. I found these explanations confusing, poorly organized, and often repetative. There were precious few case studies of actual use of conversation in marketing. Most of the examples offered were taken from the world of politicians. Missing was any usable program on how to implement conversation in a marketing plan. There was also no analysis comparing the costs and expected benefits of conversation vs. more conventional marketing techneques. There was advice on introducing "conversation culture" into an existing marketing organization. Good luck on that. The author deserves credit for attempting to construct a conceptual framework for a revolutionary marketing technique. However, I would recommend looking elsewhere for a usable program. 4 of 4 people found the following review helpful
5.0 out of 5 stars
Connecting Technology Was Only the First Step in the Internet Revolution,
By J. Andrus - Published on Amazon.com
This review is from: Beyond Buzz: The Next Generation of Word-of-Mouth Marketing (Hardcover)
In 1998, during the emerging years of the Internet, Kevin Kelly wrote that "The only factor becoming scarce in a world of abundance is human attention" as part of his seminal work New Rules for the New Economy. His predictions then regarded the ways that connected communications like the Internet would change our lives. Looking back on his predictions, not only was Kevin Kelly correct about the role of technology in changing our society, he also accurately predicted the importance of human interaction and attention in our new networks.Now in 2007, Lois Kelly (presumably no relation to Kevin) extends the ideas of Kevin Kelly to the actual practices of any person responsible for communicating with a public audience. Her primary contention is that communicators must be worthy of and skilled in engaging a public into a conversation. Executives and communication personnel who work in public relations, marketing, sales or politics must acknowledge that their audience is not a waiting receiver of prepackaged messages that are broadcasted in any number of available channels. Kelly writes that communicators must transcend the technology itself to make conversations relevant between senders and receivers. And in any real conversation, there is human attention. Beyond Buzz is a great handbook that outlines the many methods of creating and maintaining useful conversations, including the effects of our Internet technologies. I would recommend this book for any PR, sales, advertising or marketing person who wishes to take the next step beyond the marketing fundamentals of price, product, positioning, etc. Or, to combine the ideas of both Kellys, to engage scarce human attention in today's hyper-connected network world, one must create an interesting conversation as part of a human relationship. I am sure that when we look back on 2007, we will see that Lois was just as prescient as Kevin was in 1998. |
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