Word of Mouth Marketing 6
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Description
In this podcast, I present an academic paper that I have co-authored with three Canadian colleagues about word of mouth marketing in online communities. The paper presents a qualitative study of a product seeding campaign among bloggers. We show how bloggers adapt the word of mouth expression to fit their character type, narrative, and community norms. The second part of this section addresses ethics in word of mouth marketing drawing from the excellent sources provided by the Word of Mouth Marketing Association.
More Episodes
In this fifth part about word of mouth marketing, we discuss what marketers can do in case of negative buzz. The lecture is illustrated with a lot of marketplace examples. Finally, I turn attention to the importance of matching your marketing message with the venue in which it appears. We end the...
Published 03/10/10
Continuing with the lecture about the stickiness factor of messages, I show several videos with viral marketing best practices. Then, a student team presentation about Sony PSP offers an alternative scenario in which a marketing communications campaign resulted in negative buzz.
Published 03/03/10
In this third part about word of mouth marketing, I present the segment -women- as an important category of influentials. Following Malcolm Gladwell's book The Tipping Point', I continue with discussing the stickiness factor of messages. As an illustration of sticky messages, a student team...
Published 02/24/10
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