| General Session | Breakout Sessions |
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| Rio Pavilion 1 | Rio Pavilion 3 | Rio Pavilion 4 | Rio Pavilions 7 | |
7:00 a.m. - 8:00 a.m. |
Breakfast | |||
8:00 a.m. - 8:15 a.m. |
Welcome John Bell, Managing Director & Executive Creative Director, Ogilvy Public Relations |
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8:15 a.m. - 8:45 a.m. |
State of WOM Research Walter Carl, Founder, CRO |
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8:45 a.m.- 9:05 a.m. |
Introduction of Winning Research Papers | |||
9:05 a.m. - 9:50 a.m. |
Winning Research Paper #1: Best Discussion of Lessons Learned Award The New Dimensions of Word of Mouth: Comparing Use in America and China Martin P. Block, BIGresearch |
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9:50 a.m. - 10:10 a.m. |
Coffee Break | |||
10:10 a.m. - 10:45 a.m. |
Measuring the Social Mix | Understanding the Impact of Product and WOM Campaign Attributes on Generational Reach |
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11:00 a.m.- 11:35 a.m. |
Measuring the Value of Word of Mouth |
Small Business and Word of Mouth | ||
11:50 a.m. - 12:35 p.m. |
Winning Research Paper #2: Best Demonstration of ROI “Credible” Reach: How the Scalability of Online Word of Mouth Programs Delivers Better ROI Lauren Levy, Matchstick |
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12:35 p.m. - 1:35 p.m. |
Lunch | |||
1:50 p.m. - 2:25 p.m. |
From Impressions to Conversations: Measuring Word of Mouth in Public Relations |
Comparing Online and Offline Word of Mouth: Quantity, Quality & Impact | Identification, Engagement and Measurement: Putting It All Together for WOM Marketers |
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2:40 p.m. - 3:15 p.m. |
How Innovative Real-time Research Captures Buzz |
Trends in Informal WOM Information and Usage |
The Hidden Business Decision Maker |
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3:30 p.m. - 4:15 p.m. |
Winning Research Paper #3: Most Innovative How an Agency Developed a Proprietary Word of Mouth Planning Tool Dan Buczaczer, VP, Denuo Christian Krugel, SVP, Denuo Kathryn Cook, Denuo |
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4:30 p.m. - 5:05 p.m. |
Net Promoter® Economics: The Impact of Word of Mouth: Exploring the Relationship Between Net Promoter and Word of Mouth in the Computer Hardware Industry |
Making the Case: Measuring the Impact of Organic Word of Mouth |
Customer-Generated Q&A Drives 72% Increase in Conversion for PETCO.com |
5:15 p.m. - 5:35 p.m. |
Wrap-up: Summary of Day's Events. |
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10:10 a.m. - 10:45 a.m. - Measuring the Social Mix |
Matt McGlinn, Director of Research, BzzAgent
It’s more than just numbers. What is the value of a conversation? Numbers and nuance. Quantitative backbone, qualitative analysis, a bit of intuition. It is possible to measure social media ROI – but it requires interpretation through a slightly different lens.
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10:10 a.m. - 10:45 a.m. - Understanding the Impact of Product and WOM Campaign Attributes on Generational Reach |
Camille Lauer, VML
Increasingly, advertisers purchase word of mouth (WOM) as a discrete and measurable medium within their marketing mix. Consequently, budgets allocated specifically to WOM are also rising. As these trends continue, the need to more effectively plan and predict word of mouth marketing (WOMM) performance increases. This paper, synthesizes the analysis of 134 managed WOMM campaigns, provides normative benchmark data and best practices for marketers to enhance the performance of their WOMM strategy.
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11:00 a.m.- 11:35 a.m. - Measuring the Value of Word of Mouth |
Walter Carl, ChatThreads
Barak Libai, Professor, MIT & Tel Aviv University
We’re told that word of mouth works, but what’s the bottom-line value of a conversation to a brand? This research shows how to measure spread and impact in order to determine the true value of a conversation.
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11:00 a.m.- 11:35 a.m. - Small Business and Word of Mouth |
Bill Balderaz, Webbed Marketing
Amy Marshall, Chief Results Officer, Webbed Marketing
Small businesses are perfect candidates for Word of Mouth Marketing. They tend to be fast-moving, goal-oriented and willing to take chances. This session examines small business Word of Mouth Marketing, explores an approach to planning WOM episodes, suggests ways of tracking WOM episodes and highlights four real-world case studies.
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1:50 p.m. - 2:25 p.m. - From Impressions to Conversations: Measuring Word of Mouth in Public Relations |
Idil Cakim, VP Interactive Media, GolinHarris
The shift in consumer behavior to look over media and seal the deal based on recommendations, warnings and product trials has put the public relations industry in the spotlight. Experts in creating newsworthy experiences have come forward to build programs that foster conversation, enhance customer relations and generate word of mouth.
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1:50 p.m. - 2:25 p.m. - Comparing Online and Offline Word of Mouth: Quantity, Quality & Impact |
Brad Fay, Keller Fay Group
Ed Keller, Keller Fay Group
As marketers and researchers, it is vital that we develop a greater appreciation for what’s the same and what’s different about online and offline word of mouth, and also for how online and offline work together, so we can produce the most effective strategies and execute campaigns that work well regardless of the mode of communication.
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1:50 p.m. - 2:25 p.m. - Identification, Engagement and Measurement: Putting It All Together for WOM Marketers |
Nick Koudas, Sysomos
A workflow for the identification, engagement and measurement of influencers during word of mouth marketing campaigns. A description of the Sysomos media analysis platform that is able to efficiently identify influential individuals related to the scope of the marketing effort, facilitate smooth engagement with them and effectively measure the effects of their engagement to the marketing effort.
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2:40 p.m. - 3:15 p.m. - How Innovative Real-time Research Captures Buzz |
Fiona Blades, Mesh Planning
A new research approach, TROI, captures experiences as they happen using participants’ own mobile phones. It collects every way someone comes into contact with a brand from TV advertising to word of mouth. This paper reveals the WOM occurring for TVs (Sony Bravia), Cool Brands (Axe) and mobile phone networks.
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2:40 p.m. - 3:15 p.m. - Trends in Informal WOM Information and Usage |
Pauline Draper, SVP, Millward Brown
Sherri Stevens, Millward Brown
Has online word of mouth increased? Have online venues changed the overall nature of word of mouth? Has there been change in how digital conversation affects product and brand purchase decisions? We provide a trended look at how Word of Mouth has become a more significant influence on purchase behaviour.
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2:40 p.m. - 3:15 p.m. - The Hidden Business Decision Maker |
Michael Grissom, Customer Insight Group, The New York Times
Advertisers often focus on the perceived primary business decision maker for their advertising messages. This leads to relying on a limited set of media for their messages. But, does this undercount other participants in the decision-making process and their actions to affect business decisions by relying information? And, are there participants even further in the background who also take actions that reach the decision maker?
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4:30 p.m. - 5:05 p.m. - Net Promoter® Economics: The Impact of Word of Mouth: Exploring the Relationship Between Net Promoter and Word of Mouth in the Computer Hardware Industry |
Dr. Vince Nowinski, Satmetrix
A paper looking at a specific industry segment—high technology, business-to-consumer computer manufacturers—in an effort to better understand the link between customer loyalty and customer behaviors which contribute to financial success. This research links Net Promoter to financial worth through the buying and referral economics of Promoters and Detractors.
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4:30 p.m. - 5:05 p.m. - Making the Case: Measuring the Impact of Organic Word of Mouth |
Nan Dawkins, CEO, Serengeti Communications
This paper provides resources and techniques for quantifying existing WOM that is already endemic to the life of a brand. Learn how to combine data from information already on hand (or easily accessible) in order to make the case for WOMM and to implement measurement frameworks for future initiatives.
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4:30 p.m. - 5:05 p.m. - Customer-Generated Q&A Drives 72% Increase in Conversion for PETCO.com |
Sam Decker, VP of Marketing & Productions, Bazaarvoice
In 2007, PETCO.com added a customer-generated Q&A capability to their site. The PETCO-branded Answer Den provides a place for shoppers and product owners to share knowledge and it drives dramatic sales metrics for PETCO. This paper delves into PETCO’s customer-engagement strategies and the metrics resulting from their forward-thinking tactics.