Grapevine: Why Buzz Was a Fad but Word of Mouth Is Forever

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Overview

Word of mouth is an amazingly powerful force — but how does it really work?.

Businesses have become obsessed with stimulating word-of- mouth to counteract the declining effectiveness of advertising. But it's easier said than done.

As the founder of BzzAgent, a community of more than 400,000 people who volunteer to talk to friends and acquaintances about products they genuinely love, Dave Balter is a successful practitioner, not a theorist. And he's figured out how to measure and harness word-of-mouth without corrupting it.

In Grapevine, Balter shows why honest feedback — about books, ...

See more details below

More About This Book

Overview

Word of mouth is an amazingly powerful force — but how does it really work?.

Businesses have become obsessed with stimulating word-of- mouth to counteract the declining effectiveness of advertising. But it's easier said than done.

As the founder of BzzAgent, a community of more than 400,000 people who volunteer to talk to friends and acquaintances about products they genuinely love, Dave Balter is a successful practitioner, not a theorist. And he's figured out how to measure and harness word-of-mouth without corrupting it.

In Grapevine, Balter shows why honest feedback — about books, restaurants, gadgets, or anything else — is more believable than any paid endorser. And he answers some of the most elusive questions in marketing, such as what makes word-of-mouth very different from “buzz” and “viral marketing.”

What People Are Saying

Emanuel Rosen
The rapidly growing field of word-of-mouth marketing has been desperately missing one thing: hands-on experience. This book fills that gap. (Emanuel Rosen, author of The Anatomy of Buzz)
Seth Godin
Every once in a while, a book comes along that changes everything. Dave Balter clearly and persuasively makes his case for a whole new way to think about how your ideas spread. (Seth Godin, author of Purple Cow)
Tom Peters
Hooray for Dave Balter's Grapevine. Dave knows exactly of what he speaks, and has the numbers to prove it. This is indeed a must read.

Product Details

  • ISBN-13: 9781591842286
  • Publisher: Penguin Group (USA)
  • Publication date: 6/24/2008
  • Pages: 224
  • Product dimensions: 5.30 (w) x 8.30 (h) x 0.70 (d)

Meet the Author

Dave Balter is the founder and CEO of BzzAgent, the groundbreaking word-of-mouth marketing and a media channel that now has a network of 400,000 consumer volunteers.

Customer Reviews

Average Rating 4
( 23 )

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See All Sort by: Showing 1 – 20 of 23 Customer Reviews

  • Anonymous

    Posted December 10, 2005

    Focus on the book.

    Okay, let's set aside the BzzAgent debate and focus on the book. I read it, I enjoyed it, and I agree that it does read somewhat like a commercial for BzzAgent. I don't see that as a bad thing, as the samples given and examples used effectively illustrate how Balter has used this technique to exponentially grow his business. To me, verifiable real life examples effectively validate the data presented in the book. Even being a BzzAgent doesn't give you the insight that reading the book does - it's a different perspective from Dave's point of view. Did I agree with everything said in the book? No. Did I take away ideas that I can use both personally and professionally, yes. If you have no interest in the Word-of-Mouth concept, move on. If this subject interests you, this is a good book to get you thinking.

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  • Anonymous

    Posted November 3, 2005

    A MUST READ for every company!

    This book clearly states the benefits of having an effective WOM campaign -- companies who deny the power of WOM marketing will be in for a surprise after reading this book...complete with customer testimonials and an easy-to-read format...also has a companion storyline about a sample company who initiates a WOM campaign and the results.

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  • Anonymous

    Posted November 7, 2005

    An Interesting Book

    I liked this book. It has made me look at advertising (commericals, print ads, coupons, etc) in a new way. A lot of big promotions just don't work - everyone might talk about the commercial but does anyone talk about the product? The book goes in depth about Bzzz Agent and how the company works. No matter what your opinion of this company is, the book clearly shows how powerful the opinion of everyday consumers really is. If you are in marketing, this book is a must read because it will make you think about a new aspect of your job. If you are a consumer, this book will make you more aware of how marketers try to manipulate you. A very interesting read.

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  • Anonymous

    Posted November 6, 2005

    Fast read very entertaining

    'Grapevine' is a fast read that will educate you not only on Word of Mouth Marketing but also other alternative sources of marketing. I personally enjoy reading testonmonials. So that was a big plus for me. I have been a bzzagent for three years.

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  • Anonymous

    Posted November 3, 2005

    Word of Mouth Marketing

    Grapevine is truly my favorite Word of Mouth Marketing book. Dave Balter founder of bzzagent explains how word of mouth marketing has taken the market by storm and how effective it is over traditional marketing. Well written, couldn't put this one down.

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  • Anonymous

    Posted November 2, 2005

    Interesting read for marketers or BzzAgents

    I am a Bzz Agent (read the book if you don't know what this means) and am reading this book as part of a Bzz campaign. I found it interesting because it helped me see behind the scenes at BzzAgent (who gets picked for campaigns, examples of bzz, etc). I can also see how it would be interesting to someone who works in marketing, as it's all about word of mouth marketing and how it works or sometimes doesn't. For the average reader though, I don't see this book being of much interest.

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  • Anonymous

    Posted November 3, 2005

    A helpful book!

    I found this book very readable and practical. Helps us to tap in on and use the power we each have to change and influence the world of marketing. Until I read this book, I didn't realize just how much my friends and I talk about products. I began to think about the 'why' of buying and what attracts interest, thus how to influence the sales of the products I currently market. Very helpful!

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  • Anonymous

    Posted November 3, 2005

    Grapevine--Product news at its best

    Grapevine is one of the best books to be put out on the market in along time. It is well written and very informative on how the Bzz of new products really work in todays market place. It will really give a new insight to marketing practices. I am a Bzz agent and am really proud to be part of this great way of introducing new products to the consumers.

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  • Anonymous

    Posted November 4, 2005

    A Business Book You Can Actually Enjoy Reading!

    I read lots of business books, mostly because I have to. Here is one that I started reading, and found I couldn't put it down! Written in an entertaining way, yet with lots of 'meaty info' (apologies to vegetations), 'Grapevine' has earned a treasured spot on my bookshelf - during the 10 minutes of the day when I'm not referring to it. Read the book and see how concepts we always sensed were out there, are actually validated. If you read only one business book this year, this is the one you should pick!

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  • Anonymous

    Posted November 4, 2005

    Grapevine....a 'life line' for lagging business

    I initially read this book for a bzz campaign and wasn't quite sure if it would be 'my kind of book'....soon I found myself deep within the book, and before I knew it, I was finished and eager to share the news with others! This book is a definite 'must have' in the ever growing trend of 'word of mouth' advertising and lagging business! It reaches persons of all kinds and professions and easly drives home to importance of the 'common man' an his opinion of the world and everything in it that we consume! Since reading this book I have spoken to many different business' about word-of-mouth advertising and GRAPEVINE and I am happy to report that upon entering our local B&N yesterday I observed 5 persons waiting in line to check out and ALL of them had GRAPEVINE in their hands! Now if that doesn't say something about WOM and the power of the comon man I don't know what does! Don't be left behind.....get this book, check out the chapters and share it with a friend....it may be the boost your business desperately needs right before the holidays!

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  • Anonymous

    Posted November 3, 2005

    For those wanting to know about the marketing side of things, this is a great book

    This book tells you the ins and outs of the ads. It lets you see why some ads work( ones that are catchy and you understand what products they are selling) and other s that dont work well( such as the Quizno's spongemonkey one that turned many people off). It shows you the future of marketing is not in the ads themselves but the word of mouth that comes from the ads. Its the buzzing of people that keeps products alive.

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  • Anonymous

    Posted November 4, 2005

    Great Addition to Your Marketing Strategy

    If you are looking for an innovative way to enhance your marketing campaign, then 'Grapevine' is the book you want to read. This book with its use of a fictional marketing campaign is easy to understand and is not couched in unexplained marketing jargon. This book explains how to properly use word-of-mouth marketing and is a must have for anyone who wants to include word-of mouth in marketing efforts.

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  • Anonymous

    Posted December 22, 2005

    I hardly ever read business-related books, but this one kept me interested

    I am not a business person. In fact, business-related things usually bore me. I even don't really like the form of capitalism in America that seems to have spawned a giant deceptive and/or pushy advertising market. I hate that advertisers pay to have products placed in movies. I hate the airplanes with banners that fly over the beaches trying to entice sunbathers to watch a new TV show. I hate that my mailbox is always stuffed with junk advert mail. I hate that we are bombarded with marketing messages seemingly 24/7. That might be why I liked this book. Word of mouth seems to be a more honest, genuine approach to selling products than most other forms of advertising. We all do it anyhow- we tell our friends what we buy and why. It's a form of helping others- if I find a brand of shampoo I love, I'm going to tell my best friend, because who wouldn't want to share a good thing? Word of mouth also involves negative remarks. I'll warn friends to stay away from a product that doesn't deliver what it promises. Word of mouth is an effective way to make sure you (and your friends, family, etc) buy something useful and necessary, instead of things that are cleverly marketed but poorly made. This is why I joined BzzAgent. I wanted to be part of a real kind of product information sharing an honest kind. This book gives a good introduction to the ideas behind word of mouth and why it's so effective. If you are interested in or work in advertising, you should read this book. Others would probably enjoy it as well, if you as a consumer care about the type of messages that are thrown at you by marketers. To be quite honest, I think the writing style was a little less than perfect, which might annoy some people. But it is engaging enough to make you pretty much forget that. Not a great read, but a good one, and an important one if you care at all about the state of advertising.

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  • Anonymous

    Posted December 6, 2005

    Grapevine

    If you like to watch the group dynamics unfold on reality shows this would be a good book for you. Grapevine explains and describes word-of-mouth marketing, which is like trying to observe group dynamics on a huge and unmeasurable level. Since it can't be measured there's less control over the outcome. Maybe this is why it makes some people nervous. Grapevine is an interesting book. It not only explains word-of-mouth marketing and follows the progress of a sucessful buzz campaign, but also reveals some of the less than successful outcomes of other recent promotions such as the GM Pontiac G6 giveaway on the Oprah show and the launching of the new CoCa Cola C2. Grapevine would be a good book for the morning commuter train or a good gift for the business student, especially one interested in marketing.

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  • Anonymous

    Posted November 8, 2005

    We are all grapes...

    and our vine is our 'network'. This is a good, easy read. It's interesting and written with anecdotes and stories about various BzzAgents and their campaigns involving word of mouth. I read 'Grapevine' for a campaign. I thought it would be boring, but it's not...it's fun to read. A new kitchen thing, 'SparklyPerfect', (which is beyond awesome!) is introduced. (It's good for barbequeing, too!). 'Grapevine' shows how important individuals are to companies...Word of Mouth is the best advertising! We can ignore television commercials, skip over written ads...but we listen to our friends, relatives, coworkers and neighbors.

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  • Anonymous

    Posted November 12, 2005

    I Heard It Through The Grapevine

    If you are starting a business or have been a business owner for many years and want to put some excitement into your company, read GRAPEVINE. It is very easy reading and very common sense approach to marketing. You don't have to be a marketing guru to follow the WOM strategy.

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  • Anonymous

    Posted November 10, 2005

    A Different Kind of Business Book

    Yep, I'm a BzzAgent. I think that there might be a misconception about us. No, we don't get paid. We DO get the opportunity to try new products & read new books and give direct feedback to the manufacturers and publishers. I've given my honest feedback all of the time and not all of it has been positive. With that said, I enjoyed this book. I've had to read a lot of business books throughout my career and they aren't my favorite type of books to read. They're usually so dry and boring. This business book is different. It's an easygoing and entertaining kind of a read. It kept me engaged from beginning to end. Dave Balter gives excellent examples of WOMM in action. I learned a lot about WOMM which I didn't know before I picked up this book. If you're interested in learning more about this extremely direct form of marketing, or about BzzAgent, then this book is for you.

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  • Anonymous

    Posted October 21, 2005

    Every Marketing Major needs to read this

    This is a great book that really explains why a lot of today's big marketing campaigns don't work...they aren't about the product! It is a great read for an Ad agent or a consumer to peek behind the scenes at the messages coming at us. It also empowers the consumer to know that we really are in charge of what products really take off. It is an easy read!

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  • Anonymous

    Posted October 27, 2005

    Great read for non-marketers, too!

    I am reading this book now and can't put it down. I signed up to review it as a bzzagent (you'll know what that is when you read the book,) although I didn't really expect to enjoy it because I'm not in marketing. But it's written in a way that makes you want to keep turning those pages! It weaves a fictional story in with the real-life tale of the birth of a company with a unique theory on how people communicate about the products they use. Maybe it's the psychology major in me (and those of you like me might also get a kick out psycho-analyzing the writer and founder of the company, who calls himself the Pilgrim, and is so incredibly busy yet can always find time to talk with the little people about his great ideas....Puhleeze! I had to take one star off the rating to make room for his ego), but it's really interesting to think about how we share information on this big grapevine we're all attached to. Enjoy!

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  • Anonymous

    Posted October 30, 2005

    The future is here!

    The future of marketing sucess could well be word of mouth campaigns. Back in the days before network television marketers understood this, and would give free products to 'influencers' for example, free clothing to popular high school kids. Today's marketers face an uphill battle trying to compete for the consumer's attention, but word of mouth is effective and inexpensive! Read more about it in this informative book!

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