Wednesday, May 10, 2006

Class 2 Agenda: CGM & WOM: The Birth and Rise of an Industry

Here's the agenda for our second class...

02; CGM & WOM: The Birth and Rise of an Industry (Wednesday)

Learning Objective(s):

• Identify factors contributing to the recent resurgence in WOM;
• Articulate how WOM is both a set of activities and a larger philosophy;

Readings for This Class:
WOM 101. Word of Mouth Marketing Association. 2005. (Bb)
Consumer Generated Media (CGM) 101: Word-of-Mouth In the Age of the Web-Fortified Consumer. Pete Blackshaw and Mike Nazarro. 2004. (Bb)
• Introduction and Summary. Paul Marsden. 2006. Pages xv – xxxv. (CM)

• Distinguish among WOM, buzz, and viral marketing.
• Identify different kinds of WOM marketing


• Review syllabus
o Go over schedule
o Discuss blogging participation

• Discuss Evaluating WOM Program
o Form groups based on program interest
- Invite class to decide on numbers in each group so that we can cover all five companies
- Discuss public/private nature of the information the companies are sharing with us.

• Finish Introduction to WOM & CGM PowerPoint lecture
o Go over challenges ahead of the industry and emerging visions (New Traditionalists versus WOM Progressives)
o Discuss organic versus amplified
o Types of WOMM

• Discuss class readings
o Product advocacy, not campaign buzz, is what drives growth (or is at least correlated with growth) (p. xxvi of CM)
o To decide whether or not a product or service is appropriate for a WOMM campaign think about whether or not it’s worth recommending. (CM)
o Create something remarkable (CM)
o CGM leaves a “digital trail” which makes it easier to measure. For example, CGM can be used to track the effects of other elements of the marketing plan (p. 10)
o create-a-campaign v. Chevy Tahoe ad
o Monitoring CGM:
- Identify who’s speaking
- Identify and flag key issues
- Deepen relationship marketing efforts

To Do (for next class):
• Create Bloglines account
o Add class feed

• Begin research for Evaluating WOM Program (log into Bb to access resources)

• Read:
o Word of Mouth Marketing Association Terminology Framework. WOMMA. 2005. (Bb)
o Suggested Reading: Word-of-Mouth Marketing Priorities for 2006. Peter Kim & Charlene Li. 2006. (Bb)


No comments: