Word-of-Mouth and Viral Marketing

Almost everything we do influences the people around us, and in turn our decisions are influenced by those around us. Viral Marketing, also sometimes referred to as a Word-of-Mouth Marketing, is the marketing discipline of exploiting this phenomenon to achieve better marketing results. Word of mouth marketing has been around since the dawn of commerce (consider the communications methods of Paul the Apostle) – but in the digital age, word-of-mouth effects have become much more important. Today, word-of-mouth communication can make a massive difference to the success of a business. Examples abound.

Course overview

The lecture on Word-of -Mouth and Viral Marketing gives a comprehensive introduction to the topic. It gives the students a grounding in the underlying reasons for viral spread, and the different motivations that drive it. It covers the key factors for success in word-of-mouth marketing, and the issues of measurement.

The lecture closes with a section on assessing, planning and managing your word-of-mouth marketing.  Numerous case studies are included, and students will complete at least one group exercise.  Sources of further information are given at the end.

Objectives & Outcomes

By the end of this course, the students will be able to:

· Understand the principles of word-or-mouth (WoM) & viral marketing

· Assess which propositions & campaigns have viral potential and improve them

· Develop a first viral marketing plan

Course Topics

Course topics include:

· Psychological and economic drivers of word-of-mouth communication

· Reasons for the recent growth of WoM marketing

· Different types of word-of-mouth communication

· How WoM marketing fits in the traditional marketing mix

· Online vs. Offline WoM

· Key success factors in WoM marketing

· Negative virality

· Assessing virality of campaigns

· Planning WoM marketing campaiogns

· Measurement of WoM

Who should attend

This course will be useful for all marketers who want to bring the power of word-of-mouth communications to their marketing mix.

Useful Resources

The field of viral and word-of-mouth marketing is fast changing – and unlike some other facets of digital marketing, a standard set of rules has yet to emerge. Here are some of the better resources on the subject:

• ‘The Anatomy of Buzz Revisited’, Emanuel Rosen. Perhaps t

Word-of-Mouth and Viral Marketing

Almost everything we do influences the people around us, and in turn our decisions are influenced by those around us.  Viral Marketing, also sometimes referred to as a Word-of-Mouth Marketing, is the marketing discipline of exploiting this phenomenon to achieve better marketing results.  Word of mouth marketing has been around since the dawn of commerce (consider the communications methods of Paul the Apostle) – but in the digital age, word-of-mouth effects have become much more important.  Today, word-of-mouth communication can make a massive difference to the success of a business.  Examples abound.

Course overview

The lecture on Word-of -Mouth and Viral Marketing gives a comprehensive introduction to the topic. It gives the students a grounding in the underlying reasons for viral spread, and the different motivations that drive it. It covers the key factors for success in word-of-mouth marketing, and the issues of measurement.

The lecture closes with a section on assessing, planning and managing your word-of-mouth marketing.  Numerous case studies are included, and students will complete at least one group exercise.  Sources of further information are given at the end.

Objectives & Outcomes

By the end of this course, the students will be able to:

• Understand the principles of word-or-mouth (WoM) & viral marketing
• Assess which propositions & campaigns have viral potential and improve them
• Develop a first viral marketing plan

Course Topics

Course topics include:

• Psychological and economic drivers of word-of-mouth communication
• Reasons for the recent growth of WoM marketing
• Different types of word-of-mouth communication
• How WoM marketing fits in the traditional marketing mix
• Online vs. Offline WoM
• Key success factors in WoM marketing
• Negative virality
• Assessing virality of campaigns
• Planning WoM marketing campaiogns
• Measurement of WoM

Who should attend

This course will be useful for all marketers who want to bring the power of word-of-mouth communications to their marketing mix.

Useful Resources

The field of viral and word-of-mouth marketing is fast changing – and unlike some other facets of digital marketing, a standard set of rules has yet to emerge.  Here are some of the better resources on the subject:

• ‘The Anatomy of Buzz Revisited’, Emanuel Rosen. Perhaps the best overall book on word-of-mouth marketing.
• ‘Diffusion of innovations’ by Everett Rogers. A classic and still relevant today.
• ‘Connected’,  Christakis and Fowler.  A great popular science books on man as a connected being.
• ‘Connected Marketing’, Kirby and Marsden. A bit dated but still worth reading.
• The Word-of-Mouth Marketing Association – www.womma.org – worth browsing

• he best overall book on word-of-mouth marketing.
• ‘Diffusion of innovations’ by Everett Rogers. A classic and still relevant today.
• ‘Connected’,  Christakis and Fowler. A great popular science books on man as a connected being.
• ‘Connected Marketing’, Kirby and Marsden. A bit dated but still worth reading.
• The Word-of-Mouth Marketing Association – www.womma.org – worth browsing