Class 1 Agenda: An Introduction to Word of Mouth and Consumer Generated Media

01; An Introduction to Word of Mouth and Consumer Generated Media

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:

• None

Content:

• Distinguish between WOM and CGM
• Why people engage in WOM.

Activities:

• Take roll
• Take out a sheet of paper. How did you learn about this class? Poll students.
• If that person heard it from someone else, how did they learn about it?
• Illustrate networks and pass-along.
• Why did that person tell you?
• Illustrate why we are motivated to engage in WOM.
• PPT: An Introduction to WOM & CGM
• Pass out syllabus
• Go over assignments
• Assign Evaluate Organized WOM Program & Company Project
• Ammo Marketing – TBA
• Brains on Fire – Fiskars' Fiskateers
  
• BzzAgent – Dunkin Donuts Latte Lite
• Matchstick – Chrysler 300C
• M80 – Sony Mylo
  

To Do (for next class):

• Visit WOMMA website, subscribe to WOMNIBUS, etc.
• Reflect on your groups and which program you want to analyze. Visit class blog post.
• Read:
• 95 Theses of the Cluetrain Manifesto
• Citizen Marketers: When People Are the Message pp. vii-96 (Introduction and Chapters 1-4)

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