Seed to spread : how seeding trials ignite epidemics of demand / Paul Marsden -- Live buzz marketing / Justin Foxton -- Creating brand advocates / Sven Rusticus -- Brewing buzz / Liam Mulhall -- Buzzworthy PR / Graham Goodkind -- Viral marketing / Justin Kirby -- Online opinion leaders : a predictive guide for viral marketing campaigns / Idil Cakim -- Buzz monitoring / Pete Snyder -- Changing the game / Steve Curran -- Blog marketing / Andrew Corcoran ... [et al.] -- Word of mouth : what we really know - and what we don't / Greg Nyilasy -- Black buzz and red ink : the financial impact of negative consumer comments on US airlines / Bradley Ferguson -- Myths and promises of buzz marketing / Stéphane Allard -- Buzz marketing : the next chapter / Schuyler Brown -- How to manage connected marketing / Martin Oetting -- Conclusion : the future of connected marketing / Justin Kirby.