Class 8 Agenda: Programs & Techniques: Influencers & Product Seeding

08; Programs & Techniques: Influencers & Product Seeding

Learning Objective(s):

• To articulate two WOM principles to explain the effectiveness of seeding trials
• To identify multiple ways of identifying influencers

Readings for This Class:

• The Influentials: Introduction. Ed Keller & Jon Berry. Pages 1-25. (Bb)
• Seed to spread: how seeding trials ignite epidemics of demand. Marsden. 2006. Pages 3-23. (CM or Bb)

Content & Activities:

• Take questions from our past two guest lectures on:
• Monitoring and tracking WOM
• DIY solutions of tracking online WOM
• Survey-based versus online CGM tracking
• Viral and buzz marketing
• Generating buzz versus cultivating advocacy
• PowerPoint: Presentation and Activity on Influencer Marketing and Product Seeding

To Do (for next class):

• Readings:
• The Customer Evangelism Manifesto. Ben McConnell & Jackie Huba. 2003. Pages 1-20. (Bb)
• Chapter 12: The New Mavericks of Marketing. Ben McConnell & Jackie Huba. 2003. Pages 123-138. (Bb)
• The One Number You Need to Grow. Frederick Reicheld. Harvard Business Review. 2003. Pages 1-10. (Bb).
• Suggested Reading: Creating Brand Advocates. Steve Rusticus. 2006. Pages 47-58. (CM)
• Suggested Reading: Advocacy Drives Growth. London School of Economics. Brand Strategy. 2005. Pages 1-9 (Bb)
• Suggested Reading: Executive Summary of “A Longitudinal Examination of ‘Net Promoter’ on Firm Growth.” Tim Keiningham, Bruce Cooil, Tor Wallin Andreassen, & Lerzan Aksoy. 2006. Pages 1-6 (Bb)

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