Beyond buzz : the next generation of word-of-mouth marketing / Lois Kelly.

Enough with the marketing blah blah blah- let's talk about something interesting
Make meaning, not buzz
Have a fresh point of view (or several)
Listen up: seven ways to uncover talk-worthy ideas
Nine themes that always get people talking
Straight talk: talk like you talk, talk like you mean it, talk in these ten new ways
Shift to a conversational marketing mind-set
Building a "talk" culture
Be more interesting- conversations, passion, and an honest point of view
Appendix: Checklists, templates, additional resources.