So the main question is: “How do we create buzz?” What I learned from Rosen’s book, The Anatomy of Buzz Revisited (2009), is that it’s very simple — a good product or service is all that’s basically needed in creating buzz. A buzz starts from a single comment and what’s a better way to get a comment than delighting your customers through quality products and good services? It is the comments of delighted customers that give way to word-of-mouth marketing. Basically.
Of course, creating buzz isn’t as easy as 1, 2, 3. It doesn’t end by just providing high quality products and services. There are a lot of awesome products in the market but it doesn’t mean that they would automatically yield positive buzz. Negative buzz or no buzz at all is not an impossible scenario for them. A brand should not just delight its customers, it has to understand them. Knowing their “kiliti” would trigger them to talk about your brand. It is also important to give them the avenue to speak out their hearts and tell the world how much they love your brand. Offline and online, they’ll be so excited, you can’t stop them talking about (and promoting) your brand.
That’s how it works. Delight your customers, stimulate conversations, provide an avenue for conversations, and join them in their conversations. More than buzz and WOM, what you get is a solid relationship with your customers. By producing the best products and most exciting services, this relationship can be strengthened and sustained.
I promised a very special friend that my next blog post will be three-paragraph long only. Here it is! Challenge accepted. 🙂
Rosen, Emanuel. 2009. Anatomy of Buzz Revisited. New York: Doubleday.
The Orgscientist 