Connected Marketing: The Viral, Buzz And Word Of Mouth Revolution

Connected Marketing Pour Virginie, ma ‘Bella Bleue’ — Paul Marsden For Bridget and Beth — Justin Kirby Connected Marketing The Viral, Buzz and Word of Mouth Revolution Edited by Justin Kirby and Paul Marsden AMSTERDAM • BOSTON • HEIDELBERG • LONDON • NEW YORK • OXFORD PARIS • SAN DIEGO • SAN FRANCISCO • SINGAPORE • SYDNEY • TOKYO Butterworth-Heinemann is an imprint of Elsevier Butterworth-Heinemann is an imprint of Elsevier Linacre House, Jordan Hill, Oxford OX2 8DP 30 Corporate Drive, Suite 400, Burlington, MA 01803 First published 2006 Copyright © 2006, Elsevier Ltd. All rights reserved No part of this publication may be reproduced in any material form (including photocopying or storing in any medium by electronic means and whether or not transiently or incidentally to some other use of this publication) without the written permission of the copyright holder except in accordance with the provisions of the Copyright, Designs and Patents Act 1988 or under the terms of a licence issued by the Copyright Licensing Agency Ltd, 90 Tottenham Court Road, London, England W1T 4LP. Applications for the copyright holder’s written permission to reproduce any part of this publication should be addressed to the publisher Permissions may be sought directly from Elsevier’s Science and Technology Rights Department in Oxford, UK: phone: (+44) (0) 1865 843830; fax: (+44) (0) 1865 853333; e-mail: [email protected] You may also complete your request on-line via the Elsevier homepage (http://www.elsevier.com), by selecting ‘Customer Support’ and then ‘Obtaining Permissions’ British Library Cataloguing in Publication Data A catalogue record for this book is available from the British Library Library of Congress Cataloguing in Publication Data A catalogue record for this book is available from the Library of Congress ISBN-13: 978-0-7506-6634-3 ISBN-10: 0-7506-6634-X For information on all Butterworth-Heinemann publications visit our website at http://books.elsevier.com Typeset by Integra Software Services Pvt. Ltd, Pondicherry, India www.integra-india.com Printed and bound in Great Britain by MPG Books Ltd, Bodmin, Cornwall Working together to grow libraries in developing countries www.elsevier.com | www.bookaid.org | www.sabre.org Contents Contributors Foreword by Emanuel Rosen Acknowledgements Trademarks Introduction and summary Paul Marsden Part One: Connected Marketing Practice vii ix xii xiii xv 1 1 Seed to spread: how seeding trials ignite epidemics of demand Paul Marsden 3 2 Live buzz marketing Justin Foxton 24 3 Creating brand advocates Sven Rusticus 47 4 Brewing buzz Liam Mulhall 59 5 Buzzworthy PR Graham Goodkind 71 6 Viral marketing Justin Kirby 87 7 Online opinion leaders: a predictive guide for viral marketing campaigns Idil Cakim 107 8 Buzz monitoring Pete Snyder 119 vi 9 10 Contents Changing the game Steve Curran 129 Blog marketing Andrew Corcoran, Paul Marsden, Thomas Zorbach and Bernd Röthlingshöfer 148 Part Two: Connected Marketing Principles 159 11 Word of mouth: what we really know – and what we don’t Greg Nyilasy 161 12 Black buzz and red ink: the financial impact of negative consumer comments on US airlines Bradley Ferguson 185 13 Myths and promises of buzz marketing Stéphane Allard 197 14 Buzz marketing: the next chapter Schuyler Br