Hi Chris,

Thanks for posting this info about Dave Balter’s new book. In the interest of full transparency, I’ve been a BzzAgent since 2003 (the first campaign I participated in was for Seth Godin’s book Purple Cow) although I haven’t participated in a campaign since January.

BzzAgent is unique in that Dave and his crew have incorporated transparency into the program as a requirement that BzzAgents disclose their status when Bzzing about products and services. BzzAgents are also supposed to be candid in their comments, whether or not they are “positive.”

I found that when I genuinely liked a book, magazine or product I received in a Bzz Campaign, I did talk about it (although mostly in person, rather than by blog, although I did blog about BzzAgent itself back in 2003 and about some of the books I received.) When I did not like a product, I simply didn’t Buzz about it.

I agree that authenticity is key in any type of word of mouth effort. On one hand, as a marketer, it is tempting to think of social media communities and their participants as influential targets. On the other hand, as a participant, I can spot an inauthentic “paid” post a mile away and instantly attach a perception to the message and the product, service or organization that it promotes.

Looking forward to reading Dave’s take on this dilemma. I think your approach of disclosure when asked about the products is a good one.

Best regards,

Susan

I am not sure that you can ORCHESTRATE word of mouth over the long term. You need to develop and deliver REAL value in your market. Then the WOM develops spontaneously and customer advocates do it for you

I downloaded the book from Seth Godin’s Tweet and blog, clearly the process worked for me - will I pass it on - not sure - still thinking about that.

The tactic of giving it to mega bloggers like you and SG is a cool strategy though, and I am sure that many will download, the next person download will depend on the value the book delivers.

I only wished if BzzAgent supported internationally. Is there any such similar agent or alternative for those folks who are not in the USA,Canada & The U.K. ?
To be specific, for people living in Asia.

Your post inspired me to put up a Current Blogola widget on my blog, detailing what items I’ve been sent recently.

[…] A post by Chris Brogan inspired me to put a widget on my blog here describing what blogola I’ve received lately, as a way of disclosing potential conflicts of interest. You’ll see it on the side, under the photos. […]

[…] Chris Brogan.com […]

I’ve participated in several BzzAgent campaigns over the past several years, though none recently. The company is very clear on the need for their agents to be transparent about what they are doing. In my experience, I’ve found that it just isn’t worth my time and energy to sign up for a product that I’m not genuinely interested in in the first place. So if someone is doing it just to get free stuff, that won’t last long. It then just becomes a pain in the neck.

Many of the products that I’ve Bzz’d about are products that have become staples in my home. My husband is currently involved in a Bzz Campaign for a nifty cool remote control, and he has showed it to his friends whenever they come over to watch a game. He is genuinely enthusiastic about it, and his friends can tell.

I think when run properly, such as BzzAgent is doing, orchestrated word of mouth marketing can work. The integrity must be there, though. And frankly, I think the average person can suss out if it’s just shills at work.

I’m a big fan of Dave Balter and BzzAgent. It’s a Brilliant idea, well executed. They really are as far as my experience, above board in how they approach this important part of marketing.

In fact Dave is our podcast guest this month on Personal Brilliance - Up Close and Practical. A new episode each week this month. Listen to Dave describe the process. Catch up by clicking here.

Hey Chris,
Thanks for posting the link to Dave’s book.

Advertising works.

When I needed to install a wood floor in my kitchen, we used Lumber Liquidators.

Bob Villa “installed a BellaWood floor in his own kitchen.”

Right now I’m considering a purchase of a small HD video camera. I’d like to test one.

–Steve

IMHO, unless it’s sincere, it’s advertising. To me, it’s that simple.

Thanks so much for everyone’s opinions. I’m not really negative on this all. I’m just undecided. The fact you’re weighing in makes a big difference.

I agree with LisaN. I think incentivizing word-of-mouth is a tricky game where you really do start moving into advertising. Not that there’s necessarily anything wrong with it but BzzAgent sells people like media and, while I know the BzzAgents don’t have to do anything, they are essentially worthless to the marketers if they don’t talk to their friends about the product/service. I think the real role for word-of-mouth marketers is to put some strategy behind the tools their stakeholders can use to enable organic word-of-mouth. The difference is similar to the difference between paid inclusion on search engines and organic search results.

WOM is a key element in the autmotive business. It only works for us as a positive if our customer experience is unique, positive and memorable.

If we succeed at the experience - WOM works great.

If we fail, the WOM travels faster and the damage is greater.

[Staged WOM in the automotive world is easy to spot and consumers don’t like it…]

I’ve dealt with this with books and interviews on my podcast. I won’t recommend a book I haven’t read and don’t personally like- that has to do with only recommending or advertising things that I honestly like and/or use regularly, and that my audience (hopefully) looks to me as a reference/referral source for the good stuff to save them doing all the research on their own. - For me, that means being a cross between Terry Gross and Consumer Reports for the Learning and Learning Disabilities community.

I do blog separately about good experiences I’ve had, and bad ones- that’s part of being a blogger.

I think if anyone/company is sending stuff out, they need to know and hopefully expect an honest review. You are choosing bloggers, a highly particular bunch, and when the news is good, it can be great for you; when the news is bad, it can be really bad; but wouldn’t you rather know early in the product cycle than later? Wouldn’t you like to know what works in field tests and what doesn’t? It can help generate buzz, that’s for sure; it gets you exposure,and I think if bloggers want to be taken seriously, even if we aren’t journalists, we need to be as honest and forthright as possible about our biases. otherwise, your half-life as a trusted source in this community will be limited.

But, but, but, not the camera! You having that camera inspired a savings plan to get one of my own. I am not sure if I ever mentioned this before (har har) but I *Love* that camera. I have been talking about it non-stop since I first held it 25 days ago. I think 100 people have gone to check it out recently because Rob and I can’t shut up about it.

Without commenting on the book (which I obviously haven’t read), I’d like to say that I believe honesty is the best policy. This is especially true in the days of the internet when anything can come back to bite you on the tush. If you don’t disclose the basis of your “positive word of mouth,” and then someone decides that you’ve been dishonest, that person can post this opinion across the internet and your reputation can be in deep shit within seconds.

Whenever I coach high school students about college applications, I tell them they must ALWAYS tell the truth. There are ways to cast negative experiences in a better light, but these can never be lied about.

I just skimmed part 2 of the word of mouth manual. Seems to me to be more tired marketing drivel. blah.

I’ve been a BzzAgent for just over a year now and have participated in more than a half dozen campaigns ~ mostly products I liked but still needed improving. Some were good products, but not worth the market price.

While you’re contemplating WOM, consider the effect it has on products. A few months ago, I was part of a Pledge multi-surface and duster campaign. Just so happens I loved the products and, like most products, saw where some improvements could be made. I submitted my reports, my opinions and the opinions of those I “buzzed”. A few weeks after the campaign ended, I saw a commercial for the duster I am so fond of…but the new and improved version. Just so happens, some of the feedback received in the BzzCampaign was reflected in the product improvements. Now, I obviously can’t be certain the improvements were a direct result of the campaign, however, the timing is obviously suspect.

As agents, we are ALWAYS expected to do certain things:
1- divulge our status as agents (bear in mind, this also functions as WOM for BzzAgent)

2- tell people we received the product for free, to sample and share with others

3- give HONEST feedback, both our opinions and those of others

We are asked repeatedly what we do AND DON’T like about the product and what improvements could be made.

I always consider, and have been frequently asked by BzzAgent whether I find the market price to be fair. Maybe all agents don’t do this, but I believe many do. Many of these products are things I saw in the store and thought “I wouldn’t pay that much for this product, what a ripoff” ~ then I’ve been invited to BzzCampaigns and welcomed the opportunity to try a product for FREE and decide whether it was worth the price. For example: Glade Wisp Flameless Candle ~ I LOVE this product. As stated in my BzzCampaign, I wouldn’t pay $10 for it, because I don’t pay full price for anything unless I HAVE TO, but when that bad boy goes on sale AND I have a coupon…I’m stocking up on them!

BzzAgent always stresses the importance of HONESTY ~ they WANT our feedback, positive or negative!

They don’t pay me for my opinions, and could never pay me enough to “brag” on a product I dislike ~ my big mouth works both ways…I not only share positive feedback where it’s warranted, but I know what my friends and family like, so if I believe a product is a waste of money, I let them know before they waste theirs.

If you’re convinced that we’re all shills, or that it’s just “advertising” or “manipulative marketing” then why not join BzzAgent and balance out the perceived injustice?

Follow up to @meg. Not only are Meg and I looking to buy a D60, but I’ve been in the market for one at work for my Community Relations Director. I’m going to be purchasing a D60 before July 1 thanks to a grant we have all because I got to play with the one you have.

I guess I view word of mouth something belonging in my guerrilla marketing / communications tool kit… so it’s not like I’m ever in a position to have to promote something I don’t believe in.

I think when we talk about social media there’s a greater premium paid to authenticity and transparency then other places… when you consider that word of mouth probably starts with your network.. if these are people you’ve connected with and feel somehow emotionally invested in.. I mean if you truly care about them.. that caring ought to be your guide, right?

Though I suppose that depends on how you feel about your network, right? And as I type these words out I can just imagine a voice saying “I beat you because I love you.”

Anyway, so marketings a pretty big subject.. and I don’t know if you would want to view it as totally differentiated from you’re product.. so to say.. well every product doesn’t sell its self.. misses the point that products selling them selves is a marketing strategy.. another words you went out, you did you’re homework.. and now you got this groovy product that.. is so groovy… word spreads on it. Not that its that simple but..

I mean I suppose if you’re a manure salesman.. things are different, but still!!!

I am a BzzAgent, and although I have not participated in many campaigns, I am always honest about the products I have received. If something comes up that I am not interested in or have no use for, I do not participate just to get something for nothing. When I do use something, if I don’t like it, I say so. If I think it costs too much, I tell them that too. I am really enjoying reading all the comments about the book and the WOM concept. I’ve downloaded the book and look forward to reading it.

Thanks so much for your contribution to our BZZ campaign.

I checked out most of the other sources for the pdf version and ran into so much trouble on some of them, I came running back to yours ;)

I’m Bzz Agent BeeBop.

Here’s something that should tell you about the value of the project. Several BzzAgents came here and talked openly about their involvement. I think this speaks well of the organization.

Chris,
You are a name I trust, so I came here to download the book.

Owning my own business, I found word of mouth was my best advertising, but you had better make sure you deliver what people expect. I have been a Bzz Agent for several years and pick my projects carefully. Some things have made it, I think because of the WOM, while others I have not seen on the market since! Guess it works, one way or the other.

BTW, we have a Flip..not one sent to us, but we love it!

Cheers!
Tabi

I’ve just recently become a BzzAgent and this is my first campaign. I joined because I truly believe in WOM. I’m anxious to read the book because to me, as a marketer looking for innovative ways to get the word out on my products, the subject matter is interesting.

Thanks Chris for posting the link to the book and getting this conversation started.

Sara

[…] just re-read Dave Balter’s Word of Mouth Manual. You might recall that I wrote about it here a few weeks ago. There’s a link to a free download on that last link, and/or a pointer to the […]

New BzzAgent looking forward to reading this book. This is my first campaign.

After reading the manual I thought I’d leave a comment on Chrisbrogan.com as follows:

I’ve been a BzzAgent for BzzAgent.co.uk for about 4 months now and this manual is my 2nd campaign.

As I visited and downloaded the manual from your website to read I thought I’d share my comments on the manual and BzzAgent with you.

It was an entertaining read using quirky and fun examples (Such as The Grateful Dead and the Rock Hall of Fame) to make its point, hopefully it will allay the fears of someone like you Chris, who perhaps doesn’t really believe in WOM as a concept.

I find it interesting in the extreme that so many people who would laugh at the idea of being a BzzAgent actually spread Word of Mouth daily without being aware of it (My husband being a case in point, he loves to tell anyone who listens how good a Radio Station, Radio Virgin is without realising that he is passing on WOM) so reading this book just confirmed this point with quirky and fun examples!

A good BzzAgent always reveals that he/she was given the chance to try the product (In this case Download) by BzzAgent. We are not paid or managed. The product is ours to try and comment on honestly to our friends and family, the good and the bad! We are not sales people and aren’t trying to sell a product. If after hearing about a product from us, someone would like to try it for their selves, we usually have vouchers to give out that allow a small discount off the product.

If you managed to read the whole book Chris I would be interested in any comment that you may have to pass back to BzzAgent through my report (my email was included on the comment form). Did it change your views or are you still sceptical I would be honoured to be sent your comments.

I am a volunteer BzzAgent. Most BzzAgent’s are completely transparent and we are proud of it! I loved the manual. I wouldn’t have purchased it but I loved every word. Anything that people talk about is considered word of mouth, whether it’s good, bad, or indifferent. The world would be a totally different place without Word of Mouth.

[…] Chris Brogan, Jonathan Fields, Seth Godin, Jackie Huba, Guy Kawasaki, Drew McLellan, John Moore and several more authors I read have mentioned him in the last week. In the last week? Kelly, who the heck is Dave Balter? […]

I’m a Bzz Agent and yes, of course I disclose that I am. Why wouldn’t I give credit to the people who provided me with free samples of something? to me, that just seems obvious. Otherwise, it’d be like receiving a gift and not sending a thank-you note! NOT COOL.

I like having a chance to get other people’s input about things because honestly, they often have a different perspective than I’d considered and it helped make wise decisions.

As a Buzz Agent, I use WOM to share new products with people who haven’t heard of or tried them yet. Often, I am able to share free samples, or provide coupons for a discount. These coupons and samples allow people to try a product they might normally hesitate about spending money on. No one wants to risk their money (especially in today’s economy) and waste in on a useless/poorly designed/etc. product. Once consumers try out a new product (for free or at a discount), if they like it, they will continue to use it. As a Buzz Agent, I take it a step further and share how I feel about a product with other people - whether I like it or not, and why. I then provide my feedback, and the feedback of the people I Buzz, to the company, and then they can modify (or not) their product as needed.

[…] Whats Your Take on Word of Mouth […]