Lois Kelly has written a new book called Beyond Buzz: The Next Generation of Word-of-Mouth Marketing. In her book she focus more on the fact that companies need to focus more on making meaning with their customers than in generating buzz.
Word of Mouth is an organic way of spreading and invite to conversation, done with no financial effort. Word of Mouth Markting is not anymore a free tool but rather a new aproach which usually involves a large quantity of funds. Lois Kelly is the founder of Foghound, a strategic communications consulting firm specializing in branding, whose clients have included Sun Microsystems, FedEx, and others. Based on her previous experience I found interesting to read some of the real world cases, for example IBM vs CA approach to Workd of Mouth Marketing. (more…)