Class 2 Agenda: Citizen Marketers in the Age of Conversational Marketing, Part I

02; Citizen Marketers in the Age of Conversational Marketing, Part I

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:

• 95 Theses of the Cluetrain Manifesto
• Citizen Marketers: When People Are the Message pp. vii-96 (Introduction and Chapters 1-4)
  

Content:

• Key challenges that face emerging industry
• Impact of Cluetrain Manifesto
• Role of citizen marketers
  

Activities:

• Discuss Evaluating WOM Program
• 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
• Go over challenges ahead of the industry and emerging visions (WOM Creationists versus WOM Evolutionists)
• Discuss class readings
• 95 Theses of Cluetrain Manifesto
• Citizen Marketers
• Get Bloglines (or other RSS reader) account

To Do (for next class):

• Create Bloglines account
• Add class feed
• Begin research for Evaluating WOM Program (log into Bb to access resources)
• Read:
• Citizen Marketers: When People Are the Message. Ben McConnell & Jackie Huba. 2007. Pages 97-134 (Chapters 5-6; CIT)

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