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Why we talk: the truth behind word-of-mouth : 7 reasons why your customers will--or will not--talk about your brand
Author
Publisher
Creative Crayon Publishers
Publication Date
c2007
Language
English
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Table of Contents
From the Book
Foreword
Preface: Beware of "WOM Marketers"
Part I. Overview
An Overview of Why We Talk
The Consumer Has Won
The Essence of Why We Talk
Essential WOM Lessons for All Marketers
The Seven Principles of "Why We Talk" for Marketers
How to Read this Book
Part II. A Hypersonic Word-of-Mouth World
The Forces Behind Talk
Grunt-of-Mouth Grows Up
Time Compression: The Need For Speed
At The Hand of the Customer...
Biological Need for Speed
Media Fragmentation: You Don't Need Mass Media to Inspire Mass Interest
Ignoring Irrelevance
Mass Interest
"Average" Customer = Average Advertising
The Opportunity of Fragmentation
Part III. An Anthropological, Historical and Psychological Analysis of Talk
Language: The Anatomy of Communication
The New Tower of Babel
Satisfying a Basic Need
The Language Instinct
Reciprocal Altruism
A Love Affair with Research
The Illusion of WOM Marketing
WOM Subsets: Gossip and Rumor
Gossip: The Backbone of WOM
Enforcing the Moral Code
Gossip and Grooming
The Need for Groups
Product-Based Groups
Connectedness: The Architecture of Gossip
Six Degrees of Separation
The Strength of Weak Ties: A Lumpy Bowl of Oatmeal
The Science of Networks
The Online World Strengthens Weak Ties
Forging Friendships Online
An Equality of Influence
Social Systems: Where We Talk
A Group's Nucleus is the Individual
Probability Blindness
The Collective Mind
The Competitive Advantage of Human Potential
Conscious Acceptance at the Group Level
The Ultimate Goal of Branding: Self-Actualization
Fostering Customer Communities
Be Weird Together and Be Weird No More
Part IV. Seven Principles for Understanding Word-of-Mouth
Introduction
1. The Principle of Integrity
The Master Con Game
What the Principle of Integrity Means for You
How to Apply the Principle of Integrity to Your Business
2. The Principle of Status
LiveStrong Mania
Scarcity Generates Talk: The Cascading Tulip Craze
What the Principle of Status Means for You
How to Apply the Principle of Status to Your Business
3. The Principle of Cool
Cool...It Isn't Just for Teens
Ignored Today, Cool Tomorrow
What the Principle of Cool Means for You
How to Apply the Principle of Cool to Your Business
4. The Principle of Groups
Embracing the Critical Few
Influencing Product Decisions
Teenagers: A New Breed of Humans
Taking Down the KKK
What the Principle of Groups Means for You
How to Apply the Principle of Groups to Your Business
5. The Principle of Influence
Gladwell's Big Three & Population Size
A Passion for Wine
A World of Bloggers
What the Principle of Influence Means for You
How to Apply the Principle of Influence to Your Business
6. The Principle of Meaning
The Rise of El Nato
Mormon Mania
What the Principle of Meaning Means for You
How to Apply the Principle of Meaning to Your Business
7. The Principle of Surprise
Frog Prince Marketing
Negative WOM Spreads Like Wildfire
Shyamalan's Surprise
What the Principle of Surprise Means for You
How to Apply the Principle of Surprise to Your Business
Part V. Epilogue
Learning to Listen
References
Bibliography
Acknowledgements
About the Authors
About Nonbox Consulting
Other Publications
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ISBN
9780971481534
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