DAY ONE:  WORD OF MOUTH ESSENTIALS
Tuesday, June 20, 2006

7:00 - 8:00

REGISTRATION

8:00 - 8:45

Introduction: The Good Word on Word of Mouth Marketing

In just the last two years alone, the industry has grown at an accelerated pace thanks to the leadership and energy of nearly 300 amazing WOMMA member companies. But we still have a lot of work to do teaching WOM ethics, evolving measurement standards, and providing best practices of great word of mouth. 

Download:
Andy Sernovitz presentation

8:50 - 9:35

What is Word of Mouth Marketing?  The Essential Word of Mouth Toolbox

Paul Rand, Global Chief Development and Innovation Officer, Ketchum
Gary Stein, Director of Strategy, Ammo Marketing

WOM isn't a tactic -- it's a way of doing business.  Understand the tools you have to use to extend WOM throughout your company. Get beyond one-off campaigns; make WOM a philosophy and a mission. 

Get beyond volunteer advocates to embrace the full range of WOM tools:

• 10 techniques that every marketer needs to master
• Online vs. Offline WOM
• Organic vs. Amplified
• In-House vs. Agency

Download:
Paul Rand presentation
Gary Stein presentation

9:45 - 10:30

Practical Word of Mouth:  43 Word of Mouth Ideas You Can Implement Tomorrow for Not Much Money

Moderated by: Jim Nail, Chief Strategy & Marketing Officer, Cymfony
Warren Ackerman, Affinitive
Julian Aldridge, Freestyle Interactive
Perry Allison, Alloy Media & Marketing
Keith Bates, Keith Bates & Associates
Maxine Friedman, Brandimensions
Allison Gower, qtags
Brad Herbst, HypeCouncil
David McInnis, PRWeb
Patrick Rooney, Expand Communications
Betsy Smith, TechSmith

Take a deep breath - open your mind - and get ready for an exciting flood of great ideas.  Our all-star panel is going to share the world's fastest roundtable of case studies: 43 WOM ideas in 40 minutes.  Each idea is practical, usable, and cheap.  You'll walk out of this session with take-back-to-the-office knowledge that you can implement the next day.  This session alone pays for the conference.

Download:
43 Word of Mouth Ideas presentation
43 Word of Mouth Ideas handout

10:30- 10:50

BREAK

10:50 - 11:35

Practical Ethics:  Implementing Ethics and Making It Work

Gary Spangler, Platform E-Business Leader, DuPont
Ann Moravick, CEO & President, Rowland Communications Worldwide
Andy Sernovitz, CEO, Word of Mouth Marketing Association

You've read the WOMMA Ethics Code . . . now make it real.  Learn specific, practical steps to ensure that all WOM campaigns you implement are ethical.  Protect your brand from the damage that is guaranteed if you do unethical WOM.

• Stop unethical practices by uninformed junior staff, vendors, or subcontractors
• Learn to weave ethics into every word of mouth campaign
• 20 questions to ask before hiring a vendor
• Protect your brand by learning to stop unethical practices before they start
• Tools to protect you in contracts and presentations

Download:
Gary Spangler presentation
Andy Sernovitz presentation

11:40 - 12:25

Stats, and Data, and Numbers, oh my!  All the facts and figures about word of mouth that you can eat

Ed Keller, CEO, The Keller Fay Group
Greg Wester, VP, In-Call Network, VoodooVox
Ann Green, SVP, Marketing Solutions, Millward Brown

We've found the numbers that you are looking for.  See a roundup of the latest research on how word of mouth is being adopted, who is using WOM, and consumer behavior.  You'll get great facts that you can take with you in a ready-to-steal powerpoint deck.  A cut-and-paste bonanza!

Download:
Stats, Data, and Numbers presentation

12:30 - 2:00

Lunch Activity: Author Workshop

Jackie Huba, Co-Author, Creating Customer Evangelists

It's every marketer's dream to have customers who love a product or service so much that they feel compelled to encourage others to try it. What fuels this word of mouth? How can a marketer harness customer passion? Is word of mouth a media channel or a loyalty strategy? How do you embrace customers who do their own marketing on your behalf via blogs, podcasts, original songs, ads or short-form videos? Jackie Huba, co-author of the best-selling book, "Creating Customer Evangelists" will show you how loyal customers can become a volunteer sales force through face-to-face evangelism and online via social media.

Download:
Jackie Huba presentation

2:15 - 3:00
Room A

Measurement 1 (Quantitative): How to Measure a Word of Mouth Campaign

Richard Fielding, VP Director, Insights & Analytics, Starcom Worldwide
Howard Kaushansky, CEO, Umbria

Understand how to track the impact of your WOM campaigns.  Learn the specific steps and tools that you can use to measure and quantify WOM. 

• Measuring online and offline conversations
• What kinds of data are available
• What are the key metrics to look for
• Applying the data to a traditional media plan

Download:
Richard Fielding presentation
Howard Kaushansky presentation

2:15 - 3:00
Room B

Social Networks: Ultra-Connected Online Word of Mouth

Clark Benson, CEO, eCRUSH
Jim Scheinman, Vice President, Sales & Business Development, Bebo
Steve Sarner, VP Sales, Tickle

Social networks, blogs, online reviews -- consumers are talking. This billion-dollar phenomenon has become a media force on its own. Understand what is happening and how to use it ethically to generate word of mouth.

• Why consumers are so eager to post content online
• What they are talking about
• Who they are
• How you can join the conversation the right way

Download:
Clark Benson presentation
Jim Scheinman presentation
Steve Sarner presentation

3:00 - 4:00

Networking Break

You asked for it, you got it. Now make the most of every minute.

4:00 - 4:45
Room A

Measurement 2 (Qualitative): Understanding What People are Saying About You

David Rabjohns, President, MotiveQuest
Deborah Eastman, CMO, Biz360
Ed Sarraille, CEO, Informative

Talk at a PTA meeting. Reviews on Amazon. Watercooler conversations.  And lots and lots of blog posts, emails, and chats.  How do you make sense of this data, understand what people are saying, and make it actionable?

• Gathering qualitative conversation data
• Understanding the meaning
• Identifying trends and themes
• Connecting the data to a marketing objective

Download:
Deborah Eastman presentation
Ed Sarraille presentation

4:00 - 4:45
Room B

Blogger Relations: Working With Blogs the Right Way

Robert Ricci, Director, Web Relations, Weber Shandwick
Julie Atherton, SVP, Interactive & Innovation, Hill & Knowlton
Chris Shipley, Co-Founder, Guidewire Group and Executive Producer, BlogOn Social Media Summit

How can marketers work with bloggers?  Learn what bloggers like, what they don't like, and how to participate in the conversation the right way. Earn respect, and stay out of trouble, by following the appropriate ethical and good-taste procedures.

• Ethical guidelines for working with bloggers
• Appropriate role for marketers in blog conversations
• The right way to comment
• How to contact bloggers about a story

Download:
Robert Ricci presentation
Julie Atherton presentation
Chris Shipley presentation

5:00 - 5:45

Dialog: Big Brands and Word of Mouth

Felicia Hill, Promotions Manager, Network Marketing, Virgin Mobile
David Dickey, Director, eBusiness Strategy, Channel & Content Management, Sprint
Scott Wilder, Group Manager, QuickBooks Software and Small Business Services, Intuit
Stuart Sheldon, Director, Brand Activation, Coca-Cola

Understand the unique issues that brands face with word of mouth.  How do you manage the process in a traditional marketing organization?  How does marketing interact with customer service and product design to create a complete positive experience?  How are agencies and vendors involved in the conversation?

Download:
Felicia Hill presentation
David Dickey presentation

6:00 - 6:45

Get Ready for Dinner!  We're going to Chinatown!

Run back to your room, change clothes, call your kids, and get ready for a feast. Put away your briefcase. Throw your Blackberry in the toilet. Then meet us downstairs for the bus ride over to the restaurant.

7:00 - 9:00

Official Dinner Banquet

Get ready to eat, drink, and shmooze! The ONLY place to be on the night of June 20 is WOMMA's fantastic dinner adventure in Chinatown at the Empress of China. All attendees are invited to enjoy a truly magnificent Chinese feast! (Attendees only, please, no guests)

Bring your appetite because WOMMA's dinner feasts are legendary. This isn't cocktails in a bar. This is a full feast and banquet from one of Chinatown's finest.

Everyone will be there, so don't make any other plans! Banquet and round-trip transportation are already included with your registration.