CHAPTER 6

The 2nd M: The Mavens

Delivering the Message

First we’ll explore the Mavens, the transmitters, the people who will transmit the “word” to your prospects and customers. Then we’ll look at how you are going to get them to say the word (the Motivation), the delivery channels (the Media), how to Multiply the effects, and how to Measure.

The Controversy: Influencers Versus Peers

Background

As soon as you address the “who,” you are going to run into a bizarre controversy that’s currently raging. I don’t expect it to be resolved soon because there are too many vested interests and too much confusion.

Yet, as a marketer, you are going to have to make a lot of choices that are related to this controversy, way before it is ever resolved.

I’m ...

Get The Secrets of Word-of-Mouth Marketing, 2nd Edition now with O’Reilly online learning.

O’Reilly members experience live online training, plus books, videos, and digital content from 200+ publishers.