- To understand the amplification effect for online WOM
- To learn ways to track and monitor online WOM
- To identify methods of effective outreach and relationship building with online influencers
- To identify proactive and reactive strategies to address negative WOM
· ThisCompanySucks.com: The use of the Internet in negative consumer-to-consumer articulations. Ainsworth Anthony Bailey. 2004. Pages 1-15. (Bb)
· Chapter 13: Blogging in a Crisis. Robert Scoble & Shel
· Debrief WOM Istanbul trip and WOMM conference.
· Discuss research for project
· How to Handle Negative WOM
- Research on negative WOM and how many people are told.
- But in the age of the internet consumers have more opportunities to have their voices amplified. Bailey discussed the use of corporate complaint websites. According to Harrison-Walker’s content analysis of the United Airlines complaint site, the top complaints were employee rudeness, employee incompetence, receiving misinformation from employees and baggage handling (see Bailey, p. 173).
- Only 28% had visited a corporate website (sample was 158 undergraduates) but when visiting a site, 70% of the people browsed comments while 47% read them in detail.
- Criteria to use in determining if and how to respond to NWOM (Jim Nail’s presentation). Three criteria include:
- How core is the issue to your brand, reputation, and business?
- Is the post influential? (Jim provided various quantitative and qualitative ways to assess this).
- Are comments defending you? How well are they making your case?
- Kryptonite bike lock
- Fiskateers intervention
- Application Activity
- Provide students with a concrete example of NWOM and have them work through if and how they should respond.
· After next class, there will be no new readings.
· You should email your client on your status.
o Single-Source WOM Measurement: Bringing Together Senders & Receivers; Inputs & Outputs. Ed Keller & Brad Fay. 2006. Pages 31-41 (Bb). See Class 6 on Blackboard for this reading.-->
Tags: WOM word of mouth Word-of-Mouth Marketing buzz marketing viral marketing marketing communication Northeastern University