Agenda & Presentations
Presentations can be downloaded by clicking on the speaker's name. If there is no link, then we don't have the presentation yet, or no written presentation was used. If a panel used a combined presentation, it is linked to the first speaker. (WOMMA members: Drop us a note and we'll send all of these to you on a CD.)
Part 1
What: The Impact of WOM on Brands and Advertising
7:30 |
Registration |
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8:15 -
8:45 |
Word of Mouth vs. Advertising:
Good times for good advertisers that respect consumers
Succeed in a medium that only works for great marketers with great products from great companies that people respect.
Thrive in a world where honesty in marketing and consumer respect are rewarded with brand loyalty and massive word of mouth promotion.
Prepare for a new reality in advertising:
Marketers are losing control of the brand message, canned ads are ignored, and real people control media that reaches millions. At the same time, consumers are turning into die-hard promoters that create superstar brands and are changing marketing history.
Revitalize advertising around a new, positive, two-way relationship between marketers and the public that they serve.
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9:00 -
9:50 |
Keynote: Unleashing the Ideavirus
Seth Godin describes ways to set any viable commercial concept loose among those who are most likely to catch it -- and then stand aside as these recipients become infected and pass it on to others who might do the same. "The future belongs to marketers who establish a foundation and process where interested people can market to each other," he writes. "Ignite consumer networks and then get out of the way and let them talk."
Godin believes that a solid idea is the best route to success in the new century, but one "that just sits there is worthless." Through the magic of "word of mouth," however, the Internet offers a unique opportunity for interested individuals to transmit ideas quickly and easily to others of like mind. |
- Seth Godin
Author & Visionary
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9:50 - 10:10 |
Break |
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10:10 -
10:55 |
WOM and the Brand:
How WOM Changes Advertising
Understand the impact of word of mouth on your brand and advertising campaigns. Ads are no longer delivered in isolation -- they are the center of a whirlwind of consumer conversation about your brand.
- How ads cause word of mouth -- or stop it
- The power of ripple effects: Advertising as the catalyst for the consumer conversation
- Evaluating your ads based on the WOM impact
- Does WOM make advertising unnecessary?
- Is customer experience and product design more important than your message?
- Organic vs. Amplified word of mouth: Is WOM a function of customer experience or a WOM campaign?
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- Gary Stein
Senior Analyst,
Jupiter Research
- Jonathan Carson
CEO,
BuzzMetrics
- David Balter
Founder, President,
BzzAgent
- Dan Buczaczer
VP, Media Director,
SMG IP
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11:10 -
11:55 |
When Consumers Control the Message:
When Real People are the Biggest Advertisers
A review on Amazon or a well-placed blog post can have more viewers than a prime time TV ad (and maybe more credibility too). Advertisers need to learn to face a new reality where consumers control massive media power.
- The reach and power of consumer-created media
- Paid brand message vs. consumer-produced message
- Dealing with negative customer experience
- Working with bloggers and online activists
- Designing creative when you don't control the message
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12:00
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Lunch |
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Part 2
How: A Crash Course in WOM Marketing for Advertisers
1:30 - 2:15
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WOM 101: The Masses are the Message
Working with Influencers, Evangelists, Agents, and Fans
Successful WOM is all about real consumers spreading the word for you. Learn how to find them and work with them.
- Influentials vs. the Average Joe
- Are your existing customers the best evangelists?
- How to identify active talkers in your database
- Reaching out to highly connected people
- Messages that influence influencers
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2:25 - 3:10
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WOM 102: Creating Messages that Travel
Brand Messages that People Want to Share
Learn to package your brand message so it is most likely to get passed along.
- What makes a message go viral?
- Why do people get inspired to share a message?
- How do you get the brand message included in the word of mouth conversation?
- Seeding and sampling: How to start the conversation.
- What do you do when the conversation goes negative?
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3:10 -
3:30
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Break |
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3:30 -
4:15
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WOM 103: Tools that Accelerate WOM
Blogs, Communities, Emails, Samples, and More
Once a conversation starts, how do you keep it going? Learn to work with the best online and offline tools to make it easier for people to talk about you.
- Working with bloggers
- Creating your own blogs
- Online communities
- Adding viral elements to your communications
- Making messages portable
- How to get people to use the forward-to-a-friend link
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4:25 -
5:10
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WOM 104: Measuring the ROI of WOM
The Impact of Word Of Mouth on your Brand
If you can't measure WOM, you can't really measure any of your advertising.
- How can the impact of word of mouth be quantified?
- How does WOM impact the brand?
- What is the value of a promoter or detractor to the bottom line?
- How does WOM impact the rest of your marketing mix?
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5:20 -
6:00
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Case Studies: Real World WOM Successes by Great Brands
Learn from the great marketers who have made word of mouth work for their brand. See real examples of actual word of mouth campaigns. Learn what worked, what didn't, and why they chose to do what they did. It's a new game out there -- share the experiences of companies on the cutting edge.
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