Typical communication in the age of mass media start with two steps
- Mass Media to Network Hubs
- Network Hubs to the rest of the population
But “Buzz” refuses to follow neat patterns. Cold Mountain’s buzz didn’t start from the traditional marketers text book .
So what made the book spread? What were the contagious attributes? >>>>>
- A tremendous amount of energy and passion behind the book from the author to the publisher.
- There is no substitute for good writing
- Time and money put behind a product. ..the publisher spent hours walking the shelves at Barnes and Noble writing down the names of 150 authors who they felt would be interested in in reading “Cold Mountain”
- Your believers back you every step of the way
- Every one in the chain of influence put in time and effort to promote it
- It was on the best seller list – creating more momentum
- Trust – Buzz travels with less friction on channels built with trust (eg ..this is a comment I recieved today on my blog “ For me I only follow links that have great descriptions about what to expect when clicked. Like I clicked on your tweet about this survey that was retweeted by someone I follow.”
- Credibility- no matter how much credibility one has has the best buzz comes from third parties.. not the company putting out the product itself.
- The Word of mouth is passed on authentically- it is un-coerced
- Recognition from your peers – in this case other publishers