The Anatomy of Buzz is divided into three parts.
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The first section describes the huge social networks to which we all belong and what we know about how buzz spreads through them. It includes six chapters:
1. What is Buzz?
2. The Invisible Networks
3. Why We Talk
4. Networks Hubs
5. It's a Small World. So What?
6. How Buzz Spreads
The second section identifies two factors that need to be there for buzz to spread. First, the product must be "contagious" in some way. For example, the game Trivial Pursuit was contagious because people who played it were compelled to demonstrate their knowledge to others. But contagion needs to be accelerated. That's the second factor. The marketers of this game executed a massive grassroots campaign that let people in numerous social networks get "infected" by the game and tell others. This section includes two chapters:
The third part of the book describes techniques that companies have used to encourage their customers to talk. How BMW created buzz about the Z3 Roadster through a "sneak preview" in a James Bond movie. How the founders of Powerbar spread the word about their energy food by working with "network hubs" such as coaches and leading athletes. This section has eight chapters:
9. Working with Network Hubs
10. Active Seeding
11. The Elements of a Good Story
12. Viral Marketing
13. Does Madison Avenue Still Matter?
14. Buzz in Distribution Channels
15. Putting it Together
16. Buzz Workshop