Word-of-Mouth Marketing

Length: One-day 

Societal and technological changes are ushering a new era in marketing that puts consumers squarely in control. The erosion of the mass market coupled with the rise of an array of social networking and peer-to-peer tools is making it easier for consumers to tune in to each other for advice and news about products, services, and brands. This is a trend that will certainly accelerate throughout the rest of this decade.

In order to get closer to the consumer, marketers need to engage their constituents in an experience or a dialogue. Increasingly, this means listening to the conversation and engaging with consumers in the online communities in which they congregate. These communities include blogs, and social networks like Myspace.com and Facebook, which are phenomenally popular with younger demographics.

During this session, you will take a tour of the social media universe. Specifically, you will learn how to:

• Find the communities where consumers gravitate, identify their interests, and cultivate relationships
• Locate communities of your most-avid consumers and empower them to be brand evangelists
• Listen to the dialogue to unearth consumer insights
• Engage the community in transparent dialogue
• Empower them to achieve their goals so that they market your products and services for you

Who Should Attend 

• Product/brand managers
• Marketing/advertising communication directors and managers
• Assistant product and brand managers
• Advertising managers

Key Topics

•  How user generated media is radically changing the media
• Seeing the "opportunity" and not just the "threat"
• Concepts in co-creation
• Overview: Word-of-Mouth Marketing (WOMM)
• Tools and tips to help you listen in on conversations about your brand worldwide
• Real-time practice tracking conversations that are relevant to you
• Rules of engagement
• Ceding control to the audience
• WOMM Ethics
• The Economics of WOMM

Instructor 

This course is taught by Phil Gomes 

Upcoming Class Schedule