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Une réponse à « pour tout savoir sur ce qui se dit sur le bouche a oreille : David Balter et John Butman : The New Art of Word-of-Mouth Marketing, grapevine (jeremy dumont) »
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extrait de conversation
I just recently spent the morning going through Andy Sernovitz’s book on word of mouth. I highly recommend it to the casually interested or somebody trying to get their mind wrapped around the word of mouth space.
Even in Seth Godin’s foreword,. he mentions that there is no shortage of good word of mouth books. He’s right …I’ve documented 11 of my faves here at Buzz Canuck previously.
However, Andy’s book is a little bit more a handy reference guide then a manifesto or waist-deep exploratory that these others represent – it is the easy -reading John Grisham of word of mouth literature presented in 8 easy chapters and for that it has a role on most business people’s book shelves.
*Interesting as well, I am helping Professor Rob Kozinets teach the first MBA course in Canada on word of mouth at Schulich School of Business and we are using it as our text.
In setting up the book, there were four common-sense setups, easy to say but tough to do, that I thought were interesting:
1) The Four Rules of Word of Mouth Marketing
a) Be Interesting
b) Make People Happy
c) Earn Trust & Respect
d) Make It Easy
2) The Three Reasons People Talk About You (most marketers forget about b) and c))
a) It’s About You (The Stuff) – the brand, the product, the icon, the idea
b) It’s About Me (Feeling Good as a Consumer) – makes me feel smart, feel important, help others and express themselves
c) It’s About Us (Feeling Connected) – they are part of a family, a team and a group of insiders
3) The Five Ts of Word of Mouth Marketing
a) Talkers – who will tell their friends about you
b) Topics – what will they talk about
c) Tools – how can you help the message travel
d) Taking Part – when should you join the conversation
e) Tracking – what are people saying about you
4) An Elementary but So Profoundly Insightful Entry Point Metaphor into Word of Mouth Marketing
– as a former senior marketing client, sometimes I think all we did sometimes is « scoreboard watch », the chart below brings a common sense view of word of mouth marketing’s role in perspective
Piechart_1 http://buzzcanuck.typepad.com/agentwildfire/2007/01/word_of_mouth_b.html|J’aimeJ’aime
NOUS SOMMES VIVANTS, LE COLLECTIF DE LA TRANSITION ÉCOLOGIQUE 
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