Web 2.0 marketing communications - Lectures (audio)

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 sho

Word of Mouth Marketing 5

Mar 10th, 2010

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 m

Word of Mouth Marketing 4

Mar 3rd, 2010

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

Word of Mouth Marketing 3

Feb 24th, 2010

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

Word of Mouth Marketing 2

Jan 20th, 2010

This podcast continues with the presentation of an academic paper that shows which types of customers are more likely to generate word of mouth that has an effect in terms of sales. Students ask a lot of questions about the paper and we have a

Word of Mouth Marketing 1

Jan 13th, 2010

In this first part about word of mouth marketing, I build upon the podcast with fundamental information about word of mouth. I offer some examples of how marketers have capitalized on the different types of word of mouth that we can distinguish

Introduction

Dec 11th, 2009

In this introductory session, I address how the marketplace for marketing communications has changed due to the rise of social media. I point out the problems that marketers face if they rely on traditional media, and I show what are the market