Tuesday, January 23, 2007

Class 5 Agenda: Overview of WOM Programs & Techniques

Learning Objective(s):

  • To distinguish among various techniques of WOM marketing
  • To articulate advantages and disadvantages of “generating buzz” and “brand advocacy”

Readings for This Class:

  • WOM 101. Word of Mouth Marketing Association. 2005. (Bb)
  • Introduction and Summary. Paul Marsden. 2006. Pages xv – xxxv. (CM)

Content & Activities:

  • Finish overview of WOM principles PowerPoint
    • Resume with WOMUnit section
  • Discuss class readings
    • WOM101.
      • Discuss organic versus amplified
      • Types of WOMM; go over each one and discuss examples
    • Connected Marketing introduction
      • Product advocacy, not campaign buzz, is what drives growth (or is at least correlated with growth) (p. xxvi of CM)
      • 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)
      • Create something remarkable (CM)
      • 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)
      • MoveOn.org create-a-campaign v. Chevy Tahoe ad
      • Monitoring CGM:
        • Identify who’s speaking
        • Identify and flag key issues
        • Deepen relationship marketing efforts
  • Guest Speaker: Kate Flanagan (NU Advising case)
    • Apply various techniques of WOM marketing to facilitate WOM about meeting for academic advising

To Do (for next class):

    • Readings:

1. The Forrester Wave™: Brand Monitoring, Q3 2006. Peter Kim. 2006. Pages 1-14. (Bb)

2. Consumer Opinions & Trends Report: A Blue Christmas for Blu-ray. Cymfony. 2006. Pages 1-5. (Bb)

3. Single-Source WOM Measurement: Bringing Together Senders & Receivers; Inputs & Outputs. Ed Keller & Brad Fay. 2006. Pages 31-41 (Bb).

4. Suggested Reading: Buzz Monitoring. Pete Snyder. 2006. Pages 119-128. (CM).

5. Suggested Reading: Consumer Generated Media (CGM) 101: Word-of-Mouth In the Age of the Web-Fortified Consumer. Pete Blackshaw and Mike Nazarro. 2004. (Bb)

6. Suggested Reading: Using Online Conversations to Study Word-of-Mouth Communication. David Godes & Dina Mayzlin. Marketing Science. 2004. Pages 1-17. (Bb)

7. Suggested Reading: Utilizing the WOMMA Framework to Build a Syndicated Buzz Tracking Product. Jonathan Carson. 2005. Pages 71-76. (Bb)

8. Suggested Reading: What Motivates People to Review a Product Online. Chrysanthos Dellarocas & Ritu Narayan. 2002. Pages 77-86. (Bb)

9. Suggested Reading: The Effect of Word of Mouth on Sales: Online Book Reviews. Judith Chevalier & Nina Mayzlin. 2005. Pages 1-30. (Bb)