Word of Mouth Marketing 3
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Description
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 presents the Whopper Sacrifice campaign developed by Burger King.
More Episodes
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...
Published 03/17/10
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
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