6: Key Principle No. 3: Us-Talk 189

Don't believe the hype 191

Children of the revolution 192

So why is the record industry so scared? 193

Scary Mary 195

What can we learn from the Arctic Monkeys' success? 196

Boom time for WoM Marketing 196

What does Marketing (really) know about WoM? 197

WoM Fact 1. Word of mouth is seen by consumers to be more

important than other infl uences on individual purchases 198

WoM Fact 2. Word of mouth is seen to be getting more and more important over time 199

WoM Fact 3. Word of mouth seems to operate in both B2B and B2C 201

WoM Fact 4. Word of mouth is a global – and not just a North American – phenomenon 202

Astroturfi ng 204

I <B Motorola 205

WoM Redux 207

Grooming & feeling good 208

Talk and grooming 209

More grooming talk 209

How bad science changed the mind of a nation 210

Real impacts 214

What can we learn from the MMR case? 214

The conversation has already started 215

Us-talk again 217

It's not all (or even mostly) about you! 218

Paying for it 219

Talk in the real world 219

Talking about telly 220

That one number again 221

Don't Matter What You Say: the One Number Still Matters 224

What this chapter has shown 224

What's next? 225

Questions for marketing 225