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)

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