Class 8 Agenda: WOM Practitioner Principles and Frameworks: Ideaviruses & Customer Evangelism

08; WOM Practitioner Principles and Frameworks:
Ideaviruses & Customer Evangelism (Monday)

Learning Objective(s):
Identify six tenets of customer evangelism
· Apply six tenets to case study analysis
· Identify principles of ideaviruses
· Differentiate two emerging industry philosophies regarding WOMM

Readings for This Class:

· The Customer Evangelism Manifesto. Ben McConnell & Jackie Huba. 2003. Pages 1-20. (Bb)
· Chapter 12: The New Mavericks of Marketing. Ben Connell & Jackie Huba. 2003. Pages 123-138. (Bb)
· Unleash Your Ideavirus. Seth Godin. 2000. Pages 1-7. (Bb)

Content:

· Six tenets of customer evangelism
· How to create an ideavirus and a purple cow
· Emerging philosophies of WOM: WOM Creationists v. WOM Evolutionists and New Traditionalists v. WOM Progressives

Activities:

· Go over details of the presentation.

· Presentation should be 10 minutes with 5 minutes of Q&A from the
audience.
· Include word count on cover page of report.

· PPT Lecture: Review six tenets of customer evangelism
· Discussion: Case study (Dallas Mavericks)
· PPT Lecture: Review ideavirus principles and Purple Cow principles
· Discussion: Philosophies of WOM:

· WOM Creationists v. WOM Evolutionists
· New Traditionalists v. WOM Progressives

To Do (for next class):

· The Influentials: Introduction. Ed Keller & Jon Berry. Pages 1-25. (Bb)
· People Who Influence People: Criticism and Modifications. Gabriel Weimann. 1994. Pages 239-254. (Bb)
· Suggested Reading: The Influentials: Developing an Influential Strategy. Ed Keller & Jon Berry. Pages 279-340. (Bb)
· Suggested Reading: People Who Influence People: Opinion Leaders in Marketing. Gabriel Weimann. 1994. Pages 109-138. (Bb)
· Suggested Reading: Grapevine: Chapter 5: The Myth of the Influentials. Dave Balter & John Butman. Pages 91-111. (Bb)

-->
Tags: WOM word of mouth Word-of-Mouth Marketing buzz marketing viral marketing marketing communication