How to get

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Tom Sawyers tips, tricks and techniques
How to get your best friend to whitewash a fence
for you
By Greg Jarboe former VP of Marketing WebCT
Marketing Strategies on a Shoestring
Budget Newton Marriott, Nov. 29, 2001, 8-11 a.m.
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Problem Crossing the Chasm

• Anecdotes from Apple, Tandem, Oracle, Sun
• Model 25 complete
• Complexity only 1 of 5 perceived attributes
• Authority only 1 of 3 types of decision
• Mass media only 1 of 2 comm. channels
• Social system ignored
• Apple Evangelists unmentioned

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Solution Diffusion of Innovations

• 3,890 published studies
• Variables determining the rate of adoption
• Perceived attributes Relative advantage,
  compatibility, complexity, trialability,
  observability
• Decision types Optional, collective, authority
• Comm. channels Mass media and interpersonal
• Nature of social system
• Extent of change agents promotion efforts

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Solution The Bass Model
Case histories on 200 new product diffusions
f(t)/1-F(t)pqF(t)
qadoptions due to interpersonal communication
padoptions due to mass media
Source Frank M. Bass, The University of Texas at
Dallas
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Benefits WebCT Champions

• Recruited some of WebCTs best customers
• Initially two, then four full-time Champions
  (UGA, Marylhurst, UCLA, Ferris State)
• 40 Visiting Champions
• One part-time Champion (TAFE SA)
• One user conference coordinator
• Results over two-year period
• Won 84 of head-to-head competitions
• Tripled base from 700 to 2,172 institutions
• Doubled penetration from 36 to 75 countries

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Benefits Jupiter Media Metrix

• E-commerce sites failing to harness word-of-mouth
• 45 of consumers choose e-commerce sites based on
  word-of-mouth recommendations
• Only 7 of companies track e-mail pass-along
  rates
• Most execs define customer loyalty too narrowly
• 63 use spending habits and order values
• Only 13 look at customer satisfaction ratings
• Viral marketing and CRM initiatives produce
  benefits
• Reduce customer acquisition costs by 27
• Increase average order sizes by up to 60

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Action Seek more information

• Knowledge stage
• Recall information
• Comprehend message
• Be knowledgeable
• Persuasion stage
• Like
• Discuss with others
• Accept
• Form positive image
• Get support of system

• Decision stage
• Seek more information
• Intend to try
• Implementation stage
• Acquire additional info
• Use on regular basis
• Continue to use
• Confirmation stage
• Recognize benefits
• Integrate into routine
• Promote to others

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Questions and (verifiable) answers