Class 11 Agenda: Evaluating WOM Programs

Learning Objective(s):

• To explain an organized WOM program in light of the WOMMA Terminology Framework
• To articulate how an organized WOMM program leverages WOM principles
• To apply lessons learned from evaluating a company’s organized WOMM program to designing one’s own WOMM program

Readings for This Class:

• No Readings

Content:

• Student presentations

Activities:

• Presentation order:
• Matchstick – Chrysler 300C
• M80 – Sony Mylo
• BzzAgent – Dunkin’ Donuts
• For Friday presentations:
• Brains on Fire – Fiskateers
• Ammo Marketing – Lonely Planet

To Do (for next class):

· Readings:

o A Note to New Consultants. Bruce Henderson. 1970s. Pages 1-3. (Bb)

o How to manage connected marketing. Martin Oetting. 2006. Pages 232-266. (Bb)

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