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Implementing E-Learning by Lance Dublin, Jay Cross

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How to Ignite Buzz

Word of mouth is a powerful marketing tool. Emanuel Rosen (2000) reports that two-thirds of people buying Palm organizers heard about them from another person. You should use this powerful word-of-mouth phenomenon to market e-learning. Here are some important points on buzz:

  • Seed your messages at strategic points in the informal communication network. Give the word and maybe a sample to the natural talkers in the organization—the people who command respect and have large networks. Host sneak previews for influential officials

  • Don’t roll out the e-learning all at once, or else you don’t give the buzz a chance to circulate.

  • Roll out e-learning to groups most likely to be enthusiastic about it, and give them a chance to spread ...

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