Class 6 Agenda: Monitoring and Tracking WOM

06; Programs & Techniques: Monitoring & Tracking WOM

Learning Objectives:

• To understand the importance of understanding existing WOM about your organization,
• To understand the importance of understanding existing WOM about your organization,
brand, product, or service
• To articulate the opportunities and limitations of tracking WOM in online, consumer-generated
venues
• To articulate the opportunities and limitations of tracking WOM through single-source,
survey-based measurement

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).Content & Activities:

• Guest Lecture: Jim Nail, Chief Marketing & Strategy Officer, Cymfony; Board of Directors for WOMMA

• Bio: Jim Nail has an extensive background in integrated marketing through his 25-year career that spans online marketing, market research, brand advertising and direct marketing. Jim was an analyst at Forrester for eight years, focusing on how marketing strategies and tactics must adapt to technology-driven changes in consumer media consumption habits. His research addressed best practices in integrated marketing with a focus on how online media can augment the impact of television, print and other traditional marketing tools. Prior to joining Forrester, he helped launch Web advertising network AdSmart, where he served as director of marketing. He spent 15 years planning and managing integrated marketing campaigns at leading advertising agencies including Ogilvy & Mather Direct, Draft Worldwide, Bates USA and Hill Holliday. Jim is a frequent participant in marketing conferences and executive forums and has been published and quoted extensively in top-tier and online media.

To Do (for next class):

o Readings:

- Viral Marketing. Justin Kirby. Pages 87-106 (CM)
- Changing the Game. Steve Curran. 2006. Pages 129-147. (CM)
- Suggested Reading: Online opinion leaders: a predictive guide for viral marketing campaigns. Idil Cakim. 2006. Pages 107-118. (CM)

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