Class 13.5 Agenda: Special Session on Citizen Marketers: When People Are the Message

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.

· Identify ways companies have responded to and/or worked with citizen marketers in the age of conversational marketing.

Readings for This Class:

• Citizen Marketers: When People Are the Message. Ben McConnell & Jackie Huba. 2007. Pages 135-175 (Chapter 7 & Conclusion; CIT)

Content & Activities:

• Guest Lecture: Jackie Huba, Co-Author, Business Advisor, Secretary for WOMMA
• Bio: Jackie Huba is the co-author of "Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force." The New York Times has called the book "the new mantra for entrepreneurial success." For the past three years, "Creating Customer Evangelists" has been a worldwide phenomenon; the book has been translated into six languages.
• As a business advisor, Jackie has worked with Disney, Microsoft, Ulta, Whirlpool, Discovery Education, Campbell Soup Company and others.
• For the past five years, Jackie has been researching the effects of word of mouth on customer loyalty and how that translates into customer evangelism.
• Forbes has called Jackie's work "the word of mouth gospel" and recently U.S. News & World Report featured her work in a 3-page spread.

To Do (for next class):

• Print out Designing WOM Program assignment sheet
• No Readings
• None
• Complete WOM Episode Survey #2 for Friday’s class.

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