Day One | Day Two |
Track 1 | Track 2 | Track 3 |
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8:00 a.m. - 8:45 a.m. - Welcome: Fourth Annual State of WOM Address |
Welcome to Las Vegas! The word of mouth marketing industry is coming together again to discuss the milestones that we've crossed since the industry came together in Nov. 2007. We've come a long way and covered a lot of ground -- and the industry deserves an enormous round of applause for the way it's grown, changed, and matured. With all of the shifts and industry movement, this is a great opportunity to take a quick look at what that means from an ethics perspective, so sit back for an elevator-speech version of WOMMA's industry shaping Ethics Code.
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8:45 a.m. - 9:45 a.m. - Keynote: Tony Hsieh, CEO of Zappos.com |
In under ten years, Zappos.com has grown from an upstart into a business that is forecasted to generate $1 billion in gross merchandise sales in 2008. We'll discuss the ingredients to build a brand, culture, and company that matters. We'll also discuss some of the lessons learned while building the business over the last ten years. We hope to keep the discussions informal and interactive.
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10:15 am - 11:00 a.m. - Innovation: Mosh Pit: Rapid Fire Sessions Great Wom Ideas |
Blake Cahill, SVP of Sales & Marketing, Visible Technologies
Geno Church, WOM Guru, Brains on Fire
Rick Murray, President of me2revolution, Edelman
Stu Sheldon, President, Escalate Marketing LLC-Atlanta
Join a rapid-fire blitz of sensational ideas on deploying word of mouth programs. In 45 minutes, we'll slam out 25 great ideas from people who are used to getting their hands dirty with word of mouth tactics that work. Raise your hand to interject your own real world insights, tips, and ideas -- and be a part of this high-speed expert session.
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WOMMIE AWARD WINNER |
Michele Kennedy, Marketing Manager PSG, HP
Chris Aarons, Partner, Buzz Corps
To excite and reward its core influencers, HP and Buzz Corps gave out a fully-loaded HDX "Dragon" system to 31 selected bloggers to review and give away over 31 days. The bloggers could come up with any way they wanted to give away their Dragons, and were randomly assigned a day on which to hand it off -- ensuring 31 days of excitement as bloggers ran various contests to promote their giveaways and linked to one another's giveaways. In all, the effort garnered more than 380,000 Google links and a collective reach in excess of 50 million, according to Alexa data.
Learn:
• How HP tapped the blogosphere to create enough pre-launch
momentum to generate an 84% increase in sales
• How to use the power of bloggers and influencers in a way
that will be embraced
• How to create a buzz lifecycle that can continue to live beyond
the parameters of your WOM campaign
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11:20 a.m. - 12:05 p.m. - Bridging Online and Offline WOM the Yahoo Way |
Jason Anello, Ideologist, Yahoo!
In a world that is becoming increasingly hyper-connected, people are becoming less and less social (in the real world). Knowing that the most powerful form of word of mouth is face-to-face, we will explore what Yahoo! and other companies are doing to take advantage of this knowledge.
Learn:
• How to leverage offline connections
• How to help your customers tie their online experiences
to their offline WOM
• How to move messages between the world and the web
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11:20 a.m. - 12:05 p.m. - Building a Personality Worth Talking About: PEMCO Insurance |
Rod Brooks, VP & Chief Marketing Officer, PEMCO Insurance
Find out how a small, regional brand dove into word of mouth in a significant way with the launch of its "We're a Lot Like You," campaign (www.werealotlikeyou.com) creating a scenario where advertising is unnecessary and the lead queue is always full.
Learn:
• How PEMCO was able to draw upon the colorful
personalities of its customer base to create meaningful
connections
• How to find your own "ownable position" within
the online social space
• How to keep customer communities active and
engaged in a way that meets your business objectives
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1:45 p.m. - 2:30 p.m. - Brands Speak: Secrets of Prioritizing and Growing Your Social Marketing Strategy |
Moderator: Sam Decker, Chief Marketing Officer, Bazaarvoice
Panelists:
• Christine Morrison, Social Media Marketing Manager, Intuit
• John Porcaro, Director of Customer and Community Relations
Management, Microsoft, Xbox Global Marketing
• Sarah Superfon, Director of Interactive Marketing and Direct
Response, Philosophy
The biggest social media challenge brands face is figuring out what to do first. Then, of course, there's the matter of blending WOM initiatives with traditional marketing activities. This panel of social and online marketing executives will explore how they go about prioritizing and sustaining growth with social strategies. You will learn how they harness the power of community and influencers, how they have developed their strategies, integrated them into their marketing operations, and the results of what they’ve executed so far. These initiatives include creating “authentic” marketing messaging, ratings & reviews, customer storytelling, tapping into social networking sites, blogs, videos, customer idea/voting, and more.
This panel will also explore the following quesitons:
• How do you weave social media into the marketing mix?
• How do you bring voice of customer into the message
and purchase decisions?
• How do you prioritize marketing spend on social initiatives?
• How to think about or measure ROI on these initiatives? What
are results so far?
• What does management really think of these initiatives, and how
do you get their engagement?
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2:45 p.m. - 3:30 p.m. - Making Employees into WOM Ambassadors |
David Alston, VP of Marketing, Radian 6
Bonin Bough, Global Director of Digital and Social Media, Pepsi Co.
Adam Keats, SVP, Weber Shandwick
As new forms of communications emerge and companies look to find advocates to amplify their messages, one clear authentic and passionate channel has remained consistent for years, employees. This panel will look at examples and methods of how companies are leveraging the voices of their employees using WOM, social and emerging media.
Attendees can expect to take-away:
• An understanding of how to identify advocates within your organization
• Strategies for turning employees into ambassadors of your organization
• Tools that can be used to activate conversations internally
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2:45 p.m. - 3:30 p.m. - Injecting Mobile WOM into Your WOM Marketing Plan |
Thomas Fellger, Icon Mobile
Learn :
• The key components of a successful mobile word of mouth marketing campaign
• Which elements are critical to make mobile WOM success a sure thing
• How to build a business on word of mouth
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2:45 p.m. - 3:30 p.m. - The Great Net Promoter Score Debate: The only Metrics That Matters or Part of a Bigger Dash Board? |
Larry Freed, CEO, Foresee Results
Deb Eastman, CMO, Satmetrix
It's time to tackle one of the big questions in word of mouth: Summit
debate-style. The Net Promoter Score might be a relatively simple metric
derived from an even simpler question ("Would you recommend us to a friend
or colleague?"), but this little metric is capable of turning up the heat
within the word of mouth marketing industry. Listen up as folks from both
sites of the "Great NPS Debate" weight in on the value of the NPS, and
whether or not it's the defining metric NPS proponents claim it is or just a
piece of the bigger measurement dashboard.
Learn :
• Hear opposing opinions in the NPS debate
• Learn what the NPS can measure, as well as its limitations
• Get your pressing NPS questions answered
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3:45 p.m. - 4:30 p.m. - Give Me a Viral Video – the Truths and Myths About Using Video to Achieve Your Objectives and 5 Secrets to Succeeding |
Josh Warner, President, Feed Company
Session 1: The truths and myths about using online video to achieve your word of mouth marketing objectives -- and five secrets for success.
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3:45 p.m. - 4:30 p.m. - Preparing to Use Communities – What Do You Need to Have a Place Internally to Grow, Leverage and Sustain a Community. |
Sean O'Driscoll, CEO & Founder, CGT Consulting
Session 2: What do you need to have a place internally to grow, leverage, and sustain a community.
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3:45 p.m. - 4:30 p.m. - What is the Value of a Conversation? |
Moderator: Walter Carl, ChatThreads
Panelist: John Bigay, Panelist
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4:45 p.m. - 5:30 p.m. - DuPont's Award Winning Use of Social Media as a Strategic Channel for Communications |
Gary Spangler, eBusiness Leader, DuPont
Dan Buczaczer, Vice President, Denuo
This award-winning case study presents DuPont Science Stories, a pilot program that DuPont used to encourage conversations and increase awareness of DuPont science amongst an audience of "curiosity seekers." Find out how DuPont converted more than 200 years of scientific innovation into talk-worthy mini-documentary videos, collaborating with Rocketboom host Amanda Congdon and seeding key bloggers to get the word out. Using word of mouth, DuPont generated nearly 140,000 video exposures and dramatically and positively impacted sentiment around DuPont.
Learn :
• How traditional BtoB companies can effectively use new media
marketing techniques (such as video and blogs)
• How companies can successfully engage the blogosphere to meet
their marketing objectives
• How to effectively measure an online word of mouth marketing campaign
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4:45 p.m. - 5:30 p.m. - Sports Drink Category Coup: Cadbury-Schweppes Uses WOM to Drive Accelerade Buzz |
Julian Aldridge, President, Ammo Marketing
Jason Ash, President, Pacific Health Labs, former General Manager, Cadbury-Schweppes Americas Beverages
When the 800lb gorilla in the sports drinks category has a marketing spend 100 times greater than yours, how do you launch a new brand successfully, and at a premium? That was the challenge Cadbury-Schweppes faced with the re-launch of Accelerade. Find out how, under the guidance of Ammo Marketing, Accelerade built a multi-tiered strategy utilizing Regional Brand Ambassadors that blanketed the country with a layer of grassroots support. The company worked directly with influencers in 15 markets to create natural evangelists of the most respected triathletes, runners, cyclists, coaches, and teams across the U.S., turning Accelerade’s patented 4:1 carbohydrate-to-protein formula into a rallying cry.
Learn how Accelerade and Ammo tapped Ambassadors to:
• Build a grassroots network of 300,000+ athletes, trainers,
coaches, and race directors.
• Drive a stock price increase of 50% over the first 9 months
of the program,
• Increase powder sales by 75% in Q1 versus previous year,
without any change in traditional marketing
• Drive increased awareness (Findings from a statistically valid
phone and online survey found that 70% of endurance athletes
were familiar with Accelerade.)
• Amp up purchase intents (43% intended to purchase it regularly,
and more than 40% told family and friends about its impact on
their performance)
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4:45 p.m. - 5:30 p.m. - Food Network: Driving WOM for TV and the Women's Audience |
Katie Ilch, Director Marketing, Food Network
Aliza Freud, Founder and CEO, SheSpeaks
Food Network, long a favorite with cooking enthusiasts (and food fans in general) partnered with SheSpeaks to launch two new shows aimed at women, Cooking for Real with Sunny Anderson and Ask Aidawith Aida Mollenkamp. As part of an integrated, multi-channel marketing plan, Food Network tapped in to influencer women to drive buzz for the new programs. 25,000 SheSpeaks network members had the opportunity to view the two programs commercial free before they aired on Food Network, and were given the tools to pass along the opportunity to view to their friends, resulting in significant buzz about the programs.
Learn:
• The tactics used to develop successful WOM for women
• How to drive buzz before a program begins
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5:30 - 7:30 - WOMMA Reception |
Join WOMMA and your word of mouth marketing peers for a post-conference networking session. In typical WOMMA fashion, this will be one of the networking highlights of the Word of Mouth Marketing Summit -- and you don't want to miss it.
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8:00 p.m. - WOMMA Organized Dine Around – Meet at Designated Restaurant |
WOMMA is making reservations all around town at some of the hottest Vegas eateries for our first ever Summit Dine-Around.
Sign up in the morning to claim a seat at your restaurant of choice (we'll have lots of great places to choose from!), and we'll make sure there's a table waiting for you and six to seven of your fellow Summit attendees.
This is a great way to extend your networking outside of the scheduled conference sessions -- and because anyone can sign up to dine at any restaurant, you never know who you might be seated across the table from. Compare WOMM war stories with other word of mouth marketers, talk tactics with industry experts, discuss some of your favorite Summit moments, or just dish about the Vegas nightlife and relax.
We're reserving a limited number of tables, so sign up fast if you want to participate. We'll take the stress out of where to go and what to do ... and leave the networking to you. Bring your appetite and a fresh stack of business cards for this unique networking opportunity!
** That's "WOMMA organized," folks, not WOMMA sponsored. We'll make sure you have a seat, but the decadent appetizers, filet mignon, and fruity martinis are on you!