New Media Marketers 

From Blogs to Buzz -

  How to Use New Media and Influence-Based Marketing

New York University X50.8223

Spring 2007

***IMPORTANT NOTE: Final class venue, Thursday 3/29 is NOT Cooper Square.

Please meet at 6:15 PM at Starwich (525 42nd bt 10th & 11th) 

I. Overview of the Emerging Marketing Envrionment 

• Overview of course and expectations
• Introduction of instructor and students
• Introduction of Blog/Podcast Project
• The Chaos Scenario - What is changing in traditional marketing
• Pricing War Game

II. A New Relationship Between Consumers and Brands 

• Why do consumers have more power now?
• How can that work for your brand?
• How does this power affect our marketing strategies?

III. The Internet and Consumer Marketing 

• How the Internet changed communication
• The shift between push and pull media
• The PR and Internet balance
• Web Video - implications of a major media shift
• Major marketing models on the Internet

IV. Viral and Buzz Marketing 

• What is Buzz?  How does is spread?
• How to stimulate buzz
• Artificial buzz networks: BzzAgent and P&G Tenor
• Viral marketing

V. Consumer Generated Marketing 

• Why did the Super Bowl feature 3 consumer-created spots?
• How are Adidas, Chevrolet and others using consumers as marketers?
• What are useful ways to involve consumers in your brand?
• What are the dangers of Consumer Generated Marketing?
• New and emerging examples of Consumer Generated Marketing

• The Long Tail chapter discussions

VI. Blogs and the Future 

• Role of blogs
  • as journalism
  • as social commentary
  • as publicity
  • as customer service
• Podcasts - here or on the horizon?
• Other technologies
• Final review of student blogs

VII. General Discussion

• Off-topic discussions
• Brainstorming and other ideas