Fizz : harness the power of word of mouth marketing to drive brand growth / Ted Wright.

Includes bibliographical references and index.

Acknowledgments -- Introduction -- Influencers : who they are and why you need them -- Two-ounce culture : why smart brands sample -- What makes you talkable? : finding your brand's story -- Strategic corporals : how and why to train your brand ambassadors -- A matter of patience : measuring word-of-mouth marketing -- Big data : the stories inside the numbers -- Save your money : word-of-mouth marketing and small business -- Myths, lies, and misconceptions -- Talking to your boss about word-of-mouth marketing.

A word-of-mouth marketing pioneer shows how to measurably impact the bottom line with a powerful WOMM campaign In Fizz, Ted Wright teaches marketing professionals and entrepreneurs how to create and test a brand's stories for maximum word-of-mouth impact; build the communications network to tell it; harness Big Data for WOMM; find and train influencers; and measure a campaign's success. Along the way, he debunks popular marketing myths regarding the broadcast model, social media, influencers, and the idea that the medium is more important than the message. Ted Wright is the founder and CEO of Fizz, a pioneering, award-winning word-of-mouth marketing firm.