Faculty & Class Schedule
Monday, May 9 Tuesday, May 10 Wednesday, May 11
Monday, May 9 return to top
8:30am - 12:00pm
Board Meeting
10:00am - 5:00pm
Registration
12:00pm - 12:30pm
Brands Orientation (Brands Only)
12:30pm - 1:00pm
New Member Orientation
1:15pm - 1:30pm
Welcome Address
- Kristen Smith
- Rod Brooks
1:30pm - 2:30pm
Afternoon Keynote
ENGAGE: Build Connections, Cultivate Relationships, and Measure Brand Success in Today's Social Commerce World
Brian Solis is a digital analyst, sociologist, futurist, and author. As the founder and principal of FutureWorks, a digital marketing agency, Brian has led interactive and social programs for Fortune 500 companies. Using examples from his best-selling book, ENGAGE, Brian will present specific steps required for conceptualizing, implementing, managing, and measuring effective social media programs. You'll learn actionable insights about social media marketing and the rise of the new social consumer to help you design the most effective marketing program to increase brand visibility, build communities of loyal brand enthusiasts, and increase company profits.
ENGAGE: Build Connections, Cultivate Relationships, and Measure Brand Success in Today's Social Commerce World
- Brian Solis, Principal, Altimeter Group
Brian Solis is a digital analyst, sociologist, futurist, and author. As the founder and principal of FutureWorks, a digital marketing agency, Brian has led interactive and social programs for Fortune 500 companies. Using examples from his best-selling book, ENGAGE, Brian will present specific steps required for conceptualizing, implementing, managing, and measuring effective social media programs. You'll learn actionable insights about social media marketing and the rise of the new social consumer to help you design the most effective marketing program to increase brand visibility, build communities of loyal brand enthusiasts, and increase company profits.
2:45pm - 3:30pm
Chick-fil-A | Creating Raving Fans through Mobile Marketing
Chick-fil-A has millions of Facebook fans, but there are many millions of Chick-fil-A customers who have yet to "like" the brand on Facebook. From a local store's mobile marketing program, learn how Chick-fil-A encouraged its customers to "like" the brand on Facebook and how Chick-fil-A engaged its customers to spread word-of-mouth to drive sales and increase conversations about the brand.
- Justin Dennis, Strategist GM, 5iveCanons
- Todd Coleman, Chick-fil-A
- Adam Schaffer, 5iveCanons
Chick-fil-A has millions of Facebook fans, but there are many millions of Chick-fil-A customers who have yet to "like" the brand on Facebook. From a local store's mobile marketing program, learn how Chick-fil-A encouraged its customers to "like" the brand on Facebook and how Chick-fil-A engaged its customers to spread word-of-mouth to drive sales and increase conversations about the brand.
2:45pm - 3:30pm
IBM | Empowering Employees to Participate in Online Conversations
Most businesses are finding it challenging to mobilize employees in social media on behalf of the brand. For years IBM has successfully and consistently enabled thousands of employees to participate in the social media conversation. Learn how IBM designed and maintains an on-going social engagement practice that advances the goals of the business while growing the professional influence of the employee.
- Susan Emerick, Global Digital & Social Influence Marketing Strategist, IBM
- Bill Chamberlin, Principal Research Analyst, Corporate Marketing & Communications, IBM
- Chris Boudreaux, SVP of Management Consulting, Converseon
Most businesses are finding it challenging to mobilize employees in social media on behalf of the brand. For years IBM has successfully and consistently enabled thousands of employees to participate in the social media conversation. Learn how IBM designed and maintains an on-going social engagement practice that advances the goals of the business while growing the professional influence of the employee.
2:45pm - 3:30pm
Gap | Using Influencers to Spark Word of Mouth
The Gap brand generated word of mouth excitement at the 2010 BlogHer Conference by going way beyond any typical product seeding campaign. Gap connected with influential speakers at the conference by outfitting them with stylish Gap clothes. Throughout the conference, these influentials talked about, blogged about, and tweeted about their Gap outfits. Learn the mechanics behind this campaign and how other brands can design similar influencer marketing programs to generate word of mouth excitement.
- Olivia Doyne, Director of Engagement Marketing & Public Relations, Gap
- Amy Cotteleer, President & Chief Creative Officer, A Squared Group
The Gap brand generated word of mouth excitement at the 2010 BlogHer Conference by going way beyond any typical product seeding campaign. Gap connected with influential speakers at the conference by outfitting them with stylish Gap clothes. Throughout the conference, these influentials talked about, blogged about, and tweeted about their Gap outfits. Learn the mechanics behind this campaign and how other brands can design similar influencer marketing programs to generate word of mouth excitement.
Story Discovery Workshop
Most brand communication strategies fall short because they fail to compellingly communicate with the intended audience. Developing a great brand requires more than great design, it also requires a creative and pragmatic approach to maximizing the impact of a brand's unique story. Through a series of directed exercises in the Story Discovery Workshop, you'll learn to find your brand's core narrative, how best to craft compelling brand stories, and where to tell these stories across digital, traditional, and non-traditional media.
- Jon Thomas, Director of Communications, Story Worldwide
Most brand communication strategies fall short because they fail to compellingly communicate with the intended audience. Developing a great brand requires more than great design, it also requires a creative and pragmatic approach to maximizing the impact of a brand's unique story. Through a series of directed exercises in the Story Discovery Workshop, you'll learn to find your brand's core narrative, how best to craft compelling brand stories, and where to tell these stories across digital, traditional, and non-traditional media.
3:45pm - 5:15pm
Workshop
Integrated WOM and Social Measurement Across the Enterprise–Foundational/Framework
In this workshop you will develop your own matrix of measurement tactics (including Behavioral, Content WOM, Site, etc.) and capabilities for activating those tactics (Sharing, Listening, Site Analytics, Display & Search Advertising, etc.). We will discuss an approach to prioritizing where to focus your efforts based on the potential impacts and results you can achieve for your company. Lastly, discussion will take us though some of the pitfalls or (over)promises of the measurement capabilities for proper stakeholder expectation setting.
Integrated WOM and Social Measurement Across the Enterprise–Foundational/Framework
- Neil Beam, Senior Manager, Channel Strategy, AT&T
In this workshop you will develop your own matrix of measurement tactics (including Behavioral, Content WOM, Site, etc.) and capabilities for activating those tactics (Sharing, Listening, Site Analytics, Display & Search Advertising, etc.). We will discuss an approach to prioritizing where to focus your efforts based on the potential impacts and results you can achieve for your company. Lastly, discussion will take us though some of the pitfalls or (over)promises of the measurement capabilities for proper stakeholder expectation setting.
3:45pm - 5:15pm
Workshop
WOM on WOM An Introduction - Viral. Grassroots. Influencer. Old School. New School. Offline. Online.
You know why WOMM is important, now learn how to start and sustain a profit increasing word of mouth marketing program in your own company. We’ll cover story creation, the design of activation elements, identification and activation of Influencers, the melding of social media with word of mouth as well as how to create reporting mechanisms that will keep your superiors informed and aware of the momentum as you are scaling your program. This workshop will be led by Ted Wright who, in 2001, opened one of the first agencies to focus solely on word of mouth marketing. Since then Ted and his team have been a driving force behind the growth of such brands as Pabst Blue Ribbon, Crocs, Alienware gaming computers, Bioshock and TV shows like The Closer. Case studies (including sales numbers) and step by step processes you can implement immediately will be shared.
WOM on WOM An Introduction - Viral. Grassroots. Influencer. Old School. New School. Offline. Online.
- Ted Wright, CEO, Fizz
You know why WOMM is important, now learn how to start and sustain a profit increasing word of mouth marketing program in your own company. We’ll cover story creation, the design of activation elements, identification and activation of Influencers, the melding of social media with word of mouth as well as how to create reporting mechanisms that will keep your superiors informed and aware of the momentum as you are scaling your program. This workshop will be led by Ted Wright who, in 2001, opened one of the first agencies to focus solely on word of mouth marketing. Since then Ted and his team have been a driving force behind the growth of such brands as Pabst Blue Ribbon, Crocs, Alienware gaming computers, Bioshock and TV shows like The Closer. Case studies (including sales numbers) and step by step processes you can implement immediately will be shared.
WOMMA Speed Networking Event
Register for the Speed Networking event
WOMMA is making it easier for School of WOM attendees to connect with the right people at the right time and in the right way. Whether you are looking to build new business relationships, develop new partnerships, explore career opportunities or increase your business network, this event offers you a prime opportunity to make meaningful professional connections. After completing an online profile and prioritizing the type of contacts you'd like to meet, a behind the scenes software app will create a series of quick-intro appointments during the networking session. With business cards in hand, be prepared to meet, greet, and make new business happen at the WOMMA Speed Networking Event.
Register for the Speed Networking event
WOMMA is making it easier for School of WOM attendees to connect with the right people at the right time and in the right way. Whether you are looking to build new business relationships, develop new partnerships, explore career opportunities or increase your business network, this event offers you a prime opportunity to make meaningful professional connections. After completing an online profile and prioritizing the type of contacts you'd like to meet, a behind the scenes software app will create a series of quick-intro appointments during the networking session. With business cards in hand, be prepared to meet, greet, and make new business happen at the WOMMA Speed Networking Event.
6:30pm - 7:30pm
Welcome Reception/Exhibits open
Tuesday, May 10 return to top
7:00am - 5:00pm
Registration
7:30am - 8:30am
Breakfast
8:30am - 9:30am
Morning Keynote
EVERYTHING IS OBVIOUS: Once You Know the Answer
Everyone knows that Common Sense is Essential for Solving Problems in Today's World. In Politics, Business, Marketing, and Policy, What we need is More Common Sense, Right? Wrong. Based on years of research and numerous experiments, Duncan J. Watts, Yahoo! Scientist will discuss why using common sense actually undermines our ability to address complex issues facing the world. Thanks to new technological innovations in social networking communication, Watts has been able to study human behavior in an entirely new way, conducting experiments that harness the power of the internet. It also upends theory that a few 'influentials' can spread your message, spark a trend or help you create a hit product or company. As always Duncan will spark conversation!
EVERYTHING IS OBVIOUS: Once You Know the Answer
- Duncan Watts, Principal Research Scientist, Yahoo
Everyone knows that Common Sense is Essential for Solving Problems in Today's World. In Politics, Business, Marketing, and Policy, What we need is More Common Sense, Right? Wrong. Based on years of research and numerous experiments, Duncan J. Watts, Yahoo! Scientist will discuss why using common sense actually undermines our ability to address complex issues facing the world. Thanks to new technological innovations in social networking communication, Watts has been able to study human behavior in an entirely new way, conducting experiments that harness the power of the internet. It also upends theory that a few 'influentials' can spread your message, spark a trend or help you create a hit product or company. As always Duncan will spark conversation!
Presentation not available.
9:45am - 10:30am
Oreo (Nabisco) | Managing a Global Social Platform
How do you craft content to connect with brand fans around the world? What's the marketer's role in customer-driven conversations? How much control should a brand have in shaping and shepherding fan communities? How many people does it take to run a multimillion member global fan community? How are the teams set up? How do agencies work with big brands to establish a content calendar? These questions and more will be answered from the perspective of an engaging and beloved brand, Oreo.
- Sarah Hofstetter, Senior VP of Emerging Media & Brand Strategy, 360i
- Jessica Robinson, Associate Director of Consumer & Customer Engagement, Kraft Foods
How do you craft content to connect with brand fans around the world? What's the marketer's role in customer-driven conversations? How much control should a brand have in shaping and shepherding fan communities? How many people does it take to run a multimillion member global fan community? How are the teams set up? How do agencies work with big brands to establish a content calendar? These questions and more will be answered from the perspective of an engaging and beloved brand, Oreo.
Presentation not available.
Designing and Delivering a Location-Based Marketing Program
Mobile is changing the marketing landscape. Marketers are beginning to deliver mobile marketing programs that connect with customers through location-based activities. Such activities include: couponing, displaying product information, implementing loyalty programs, and many other marketing programs using a smartphone app. This session will teach you which location-based mobile platforms are best for specific marketing objectives and how to successfully build, launch, and measure a location-based marketing program.
- Aaron Strout, Head of Location Based Marketing, WCG
- Mike Schneider, SVP, Director Digital Incubator, Allen & Gerristen
Mobile is changing the marketing landscape. Marketers are beginning to deliver mobile marketing programs that connect with customers through location-based activities. Such activities include: couponing, displaying product information, implementing loyalty programs, and many other marketing programs using a smartphone app. This session will teach you which location-based mobile platforms are best for specific marketing objectives and how to successfully build, launch, and measure a location-based marketing program.
9:45am - 10:30am
Why Small Groups are the Key to Word of Mouth Marketing at Scale
The web is being rebuilt around people, and smart businesses are re-orienting themselves around customers, their friends, and their network. In order to do so successfully, they’ll need a deep understanding of how our social lives are structured offline as well as online. How we have different relationships with different people and trust some more than others. How we decide who to trust, who to turn to and what what to believe. This session will describe how the key to understanding these topics is in understanding the individual relationships between people, and the structure of their small intimate groups of family and close friends. It will describe how the way to build word of mouth at a scale of millions is to optimize for groups of less than five people.
- Paul Adams, Global Brand Experience Manager, Facebook
The web is being rebuilt around people, and smart businesses are re-orienting themselves around customers, their friends, and their network. In order to do so successfully, they’ll need a deep understanding of how our social lives are structured offline as well as online. How we have different relationships with different people and trust some more than others. How we decide who to trust, who to turn to and what what to believe. This session will describe how the key to understanding these topics is in understanding the individual relationships between people, and the structure of their small intimate groups of family and close friends. It will describe how the way to build word of mouth at a scale of millions is to optimize for groups of less than five people.
10:30am - 11:00am
Refreshment Break & Exhibits
11:00am - 11:45am
Engaging Consumers via Mobile Social Media
Mobile and social media have redefined how we buy, sell and interact. Brands that can adapt and engage using the synergies between these communication mediums gain competitive advantage. This session will explore the ways that mobile and social media are integrally linked, and the power of mobile-driven real-time consumer engagement.
- Webster Lewin, Senior Vice President, Director of Digital Innovation and Strategy, MSLGROUP Americas
- Jake Furst, Business Development Manager, Foursquare
- Becky Banasik, Client Partner, Bazaarvoice
Mobile and social media have redefined how we buy, sell and interact. Brands that can adapt and engage using the synergies between these communication mediums gain competitive advantage. This session will explore the ways that mobile and social media are integrally linked, and the power of mobile-driven real-time consumer engagement.
Developing a Compliant Social Media Policy
Embracing social media provides tremendous opportunities for businesses to extend their reach and connect with their customers and stakeholders on an exciting new level. However, a long list of legal implications result from employees using social media. Learn a lawyer's perspective and understand a brand's experience in designing a social media engagement policy that fosters responsible participation from employees, creates a legal compliant system of engagement, and strengthens a brand through the effective use of social media.
- Anthony E. DiResta, Partner, Winston & Strawn, LLP
- James Dudukovich, Marketing Counsel, The Coca-Cola Company
- Tuan Le, Sr. Attorney, Intel
Embracing social media provides tremendous opportunities for businesses to extend their reach and connect with their customers and stakeholders on an exciting new level. However, a long list of legal implications result from employees using social media. Learn a lawyer's perspective and understand a brand's experience in designing a social media engagement policy that fosters responsible participation from employees, creates a legal compliant system of engagement, and strengthens a brand through the effective use of social media.
Presentation not available.
11:00am - 11:45am
Bringing SEXY Back to Offline Marketing Using Customer Touchpoints as Talking Points
All sales do not happen online and not all word of mouth happens online. Yet, marketers today seem to be only gung-ho about ways to connect with customers through online social media. It's time to bring SEXY back to offline word of mouth. It's time to rekindle a marketer's passion for giving customers real reasons to tell their friends about brands they enjoy doing business with. In this session, you'll learn how retailers, restaurants, consumer packaged goods, and technology brands are using seemingly mundane customer touchpoints in the physical world as powerful word of mouth talking points.
- Geno Church, Word of Mouth Inspiration Officer, Brains on Fire
- John Moore, Marketingologist, Brand Autopsy Marketing Practice
All sales do not happen online and not all word of mouth happens online. Yet, marketers today seem to be only gung-ho about ways to connect with customers through online social media. It's time to bring SEXY back to offline word of mouth. It's time to rekindle a marketer's passion for giving customers real reasons to tell their friends about brands they enjoy doing business with. In this session, you'll learn how retailers, restaurants, consumer packaged goods, and technology brands are using seemingly mundane customer touchpoints in the physical world as powerful word of mouth talking points.
11:45am - 1:15pm
Keynote & Lunch
Mobile Marketing: What’s working and Trends to Watch
Jack Philbin, co-founder and President of Vibes and Vice Chairman of the Mobile Marketing Association of North America will give insight on the latest and greatest on mobile marketing and how to integrate into WOM and Social Media. Jack will share staggering stats on the explosive growth of mobile and trends to watch for you brand. He will also share an integrated mobile marketing campaign case study that will demonstrate what’s working today. Jack will also share the 5 mobile initiatives every brand should test this year.
Mobile Marketing: What’s working and Trends to Watch
- Jack Philbin, Co-Founder and President, Vibes and Vice Chairman, Mobile Marketing Association of North America
Jack Philbin, co-founder and President of Vibes and Vice Chairman of the Mobile Marketing Association of North America will give insight on the latest and greatest on mobile marketing and how to integrate into WOM and Social Media. Jack will share staggering stats on the explosive growth of mobile and trends to watch for you brand. He will also share an integrated mobile marketing campaign case study that will demonstrate what’s working today. Jack will also share the 5 mobile initiatives every brand should test this year.
1:30pm - 2:15pm
PEMCO Insurance | Scaling Offline Engagement with Customers
Interacting with customers using online social media has been beneficial for many brands, including PEMCO Insurance. However, PEMCO still believes in the power of engaging with customers in the offline real world. Using an ethnographic research as its strategic motivation, PEMCO created a multi-dimensional offline customer engagement program that sparked customer conversations about insurance. Yes, insurance. Learn how this Pacific Northwest region insurance company designed and executed an offline word of mouth program that engages customers and engages PEMCO employees on an on-going basis.
- Rod Brooks, VP & CMO of PEMCO Insurance
- Alyssa Norwood, Marketing Coordinator, PEMCO Insurance
Interacting with customers using online social media has been beneficial for many brands, including PEMCO Insurance. However, PEMCO still believes in the power of engaging with customers in the offline real world. Using an ethnographic research as its strategic motivation, PEMCO created a multi-dimensional offline customer engagement program that sparked customer conversations about insurance. Yes, insurance. Learn how this Pacific Northwest region insurance company designed and executed an offline word of mouth program that engages customers and engages PEMCO employees on an on-going basis.
1:30pm - 2:15pm
Social Media in a Regulated World - What Matters
There has never been a better time to educate and reach consumers online in the healthcare industry. It is also a time when it is highly important for marketing leaders to fully understand how the social media regulations being formed by the FDA will affect pharmaceutical and healthcare brands. In this session, you'll gain vital insights into the top online marketing issues being addressed by regulators. (These insights can also be applied to almost any regulated industry ranging from banking to insurance to utilities.)
- Greg Matthews, Director of Social Media & Consumer Innovations, WCG
- Marc Monseau, Social Media, Johnson & Johnson
- Mathew Boyd, Director of Regulatory Affairs, EMD Serono
There has never been a better time to educate and reach consumers online in the healthcare industry. It is also a time when it is highly important for marketing leaders to fully understand how the social media regulations being formed by the FDA will affect pharmaceutical and healthcare brands. In this session, you'll gain vital insights into the top online marketing issues being addressed by regulators. (These insights can also be applied to almost any regulated industry ranging from banking to insurance to utilities.)
1:30pm - 2:15pm
Kellogg's | Driving Buzz through Delivering Memorable Retail Experiences
Pop-Tarts is a beloved Kellogg's brand. During its 46-year history, Pop-Tarts has made emotional connections with customers of all ages. However, the Pop-Tarts brand wanted more - it wanted to take the Pop-Tarts experience to the next level and deepen the brand's connections with customers. Learn how Pop-Tarts World, a one-of-a-kind pop-up retail store and cafe, delivered 350-million brand impressions, registered significant sales, and offered people a truly talkable brand experience.
- Andy Shripka, Senior Brand Manager, Kellogg's
- Scott Schoessel, COO, Gigunda Group, Inc.
- Emily J. Buchanan, SVP, Deputy Director of Consumer Marketing, MSL New York
Pop-Tarts is a beloved Kellogg's brand. During its 46-year history, Pop-Tarts has made emotional connections with customers of all ages. However, the Pop-Tarts brand wanted more - it wanted to take the Pop-Tarts experience to the next level and deepen the brand's connections with customers. Learn how Pop-Tarts World, a one-of-a-kind pop-up retail store and cafe, delivered 350-million brand impressions, registered significant sales, and offered people a truly talkable brand experience.
2:30pm - 4:00pm
Workshop
Gleaning Strategic Insight from Analysis of Stakeholder Perceptions
This workshop will focus on how to harness media monitoring and analysis to understand how various stakeholders -- such as consumers, customers, employees, analysts, partners and journalists -- feel about a brand. We will discuss best practices and case studies relating to establishing benchmarks, setting measurable objectives and measuring success of efforts to shift perceptions over time. How to design and implement a measurement program within an enterprise will be discussed, with a focus on generating consensus around metrics and fostering adoption.
Gleaning Strategic Insight from Analysis of Stakeholder Perceptions
- Michelle Vangel, Director of Innovation, Cymfony
- David Rabjohns, Motivequest (Moderator)
This workshop will focus on how to harness media monitoring and analysis to understand how various stakeholders -- such as consumers, customers, employees, analysts, partners and journalists -- feel about a brand. We will discuss best practices and case studies relating to establishing benchmarks, setting measurable objectives and measuring success of efforts to shift perceptions over time. How to design and implement a measurement program within an enterprise will be discussed, with a focus on generating consensus around metrics and fostering adoption.
2:30pm - 4:00pm
Workshop
Using Facebook to Delight Customers and Create an Irresistible Brand
Every leading brand has a Facebook marketing strategy and every emerging brand should have one. It’s become a marketing imperative to delight customers on Facebook in order to become a more irresistible brand. Leading this important workshop on Facebook marketing techniques is Dave Kerpen, CEO of Likeable Media. Dave will share actionable advice on how to best connect with customers through Facebook by being authentic, engaging, and transparent. You'll learn the same Facebook marketing methods Dave has used to successfully delight customers from brands including: 1-800-FLOWERS.com, Neutrogena, and Verizon FiOS.
Using Facebook to Delight Customers and Create an Irresistible Brand
- Dave Kerpen, CEO, Likeable Media
Every leading brand has a Facebook marketing strategy and every emerging brand should have one. It’s become a marketing imperative to delight customers on Facebook in order to become a more irresistible brand. Leading this important workshop on Facebook marketing techniques is Dave Kerpen, CEO of Likeable Media. Dave will share actionable advice on how to best connect with customers through Facebook by being authentic, engaging, and transparent. You'll learn the same Facebook marketing methods Dave has used to successfully delight customers from brands including: 1-800-FLOWERS.com, Neutrogena, and Verizon FiOS.
4:00pm - 4:30pm
Refreshment Break & Exhibits
4:30pm - 5:30pm
General Session
In Pursuit of the Elusive 'Influencer:' How to Assess Whether Influencer Marketing is Viable for your Brand
Influencer marketing is not a myth, a passing fad, or the latest trend or is it? We’ve assembled a panel of skeptics and true believers to discuss this topic. Are brands connecting with influencers to create successful word of mouth marketing programs? How are they measuring and tracking their influence to the consumer? How do agencies and brands really measure how much reach or impact/benefit a potential individual would have if ‘turned on’ to the brand or product? Is it even possible to determine in advance of a specific person is open to your outreach and information… or whether they are rigorously opposed to any meddling in their point-of-view by some brand marketer or social-media-flack? And what about that whole “Must Disclose Sponsorship” thing that was signed into law last year? Our goal will be to pick apart the topic, and not just rely upon the buzzwords or the glib pronouncements. We’re going to dive in with not just those with a vested interest in Influencer Marketing, but also those who are living and breathing these kinds of programs every day for their respective companies. The panel is going to come armed with some case study examples of when and how these tactics have worked for themselves and others… as well as a cautionary tale or two about Influencer Engagement programs attempted but not successful. And we’ll talk about some of the tools, data, and techniques we’re using to try to rapidly, effectively, and cost-effectively do Influencer identification research and measurement online. And yes, yes – we will talk about more than just Twitter.
In Pursuit of the Elusive 'Influencer:' How to Assess Whether Influencer Marketing is Viable for your Brand
- Clay McDaniel, Spring Creek Group (Moderator)
- Duncan Watts, Principal Research Scientist, Yahoo Research
- David Binkowski, EVP, Digital Marketing, Lippe Taylor
- Kelby Johnson, Microsoft Office Applications Relationship Marketing, Microsoft
- Ben Straley, CEO and Co-Founder, Meteor Solutions
- Brad Fay, Co-Founder & COO, Keller Fay Group
Influencer marketing is not a myth, a passing fad, or the latest trend or is it? We’ve assembled a panel of skeptics and true believers to discuss this topic. Are brands connecting with influencers to create successful word of mouth marketing programs? How are they measuring and tracking their influence to the consumer? How do agencies and brands really measure how much reach or impact/benefit a potential individual would have if ‘turned on’ to the brand or product? Is it even possible to determine in advance of a specific person is open to your outreach and information… or whether they are rigorously opposed to any meddling in their point-of-view by some brand marketer or social-media-flack? And what about that whole “Must Disclose Sponsorship” thing that was signed into law last year? Our goal will be to pick apart the topic, and not just rely upon the buzzwords or the glib pronouncements. We’re going to dive in with not just those with a vested interest in Influencer Marketing, but also those who are living and breathing these kinds of programs every day for their respective companies. The panel is going to come armed with some case study examples of when and how these tactics have worked for themselves and others… as well as a cautionary tale or two about Influencer Engagement programs attempted but not successful. And we’ll talk about some of the tools, data, and techniques we’re using to try to rapidly, effectively, and cost-effectively do Influencer identification research and measurement online. And yes, yes – we will talk about more than just Twitter.
Presentation not available.
5:30pm - 6:30pm
Brands Only Networking Event (Brands Only)
7:00pm - 9:00pm
Sausage Fest!
The urban dictionary describes Sausage Fest as "Any gathering that is made up of an unusually large percentage of guys." Webster's Dictionary doesn't even recognize the term. At WOMMA we like to describe it as an opportunity to get all WOM enthusiasts in one location to meet, eat meat, and drink beer!
Some consider Chicago the "Sausage Capital" of the world and Germany the "Beer Capital" of the world. So we decided to merge the two and create Sausage Fest. After all, it's got to be Octokberfest somewhere in the world, so we paired up some of the best sausage in town with some German beer to create our own School of WOM Beer Hall. Join the WOMMA gang on Tuesday, May 10, 7:00pm - 9:00pm in the Zurich Ballroom [lederhosen optional].
The urban dictionary describes Sausage Fest as "Any gathering that is made up of an unusually large percentage of guys." Webster's Dictionary doesn't even recognize the term. At WOMMA we like to describe it as an opportunity to get all WOM enthusiasts in one location to meet, eat meat, and drink beer!
Some consider Chicago the "Sausage Capital" of the world and Germany the "Beer Capital" of the world. So we decided to merge the two and create Sausage Fest. After all, it's got to be Octokberfest somewhere in the world, so we paired up some of the best sausage in town with some German beer to create our own School of WOM Beer Hall. Join the WOMMA gang on Tuesday, May 10, 7:00pm - 9:00pm in the Zurich Ballroom [lederhosen optional].
Wednesday, May 11 return to top
7:00am - 5:00pm
Registration
7:30am - 8:30am
Breakfast
Workshop
Measuring Consumer Motivations: The Key to Brand Connection
The more complicated the business question the more complicated the process and tools to answer it. In this third measurement session you will learn how to go beyond social media monitoring and explore the deeper world of online anthropology.
You will learn how to use social media data to solve more complex issues like white space identification/ innovation, brand positioning, communication strategy and brand health to sales correlation..
You will also be provided a framework for thinking about how core human drivers link to consumer buyer behavior and how to identify the most powerful customer passions for your category.
You will walk away with a firm understanding of how to approach and set up a social media research project in order to get high level, actionable ideas, insight and metrics.
Measuring Consumer Motivations: The Key to Brand Connection
- David Rabjohns, President, MotiveQuest
- Tom O'Brien, CMO, MotiveQuest
The more complicated the business question the more complicated the process and tools to answer it. In this third measurement session you will learn how to go beyond social media monitoring and explore the deeper world of online anthropology.
You will learn how to use social media data to solve more complex issues like white space identification/ innovation, brand positioning, communication strategy and brand health to sales correlation..
You will also be provided a framework for thinking about how core human drivers link to consumer buyer behavior and how to identify the most powerful customer passions for your category.
You will walk away with a firm understanding of how to approach and set up a social media research project in order to get high level, actionable ideas, insight and metrics.
Workshop
Community Management Principles - Consumer Engagement Through Building Communities Online
Many businesses believe if you build it they will come. The same attitude has been used on building communities and if they provide the tools for community engagement, a community will form on its own and ultimately be engaging. Nothing could be further from the truth. In this workshop the speakers will share best practices of how best to engage with customers when building and managing online communities. They will discuss integrating into your overall marketing mix, determine positioning, provide examples of developing content calendars, setting the community’s tone and examples of strategic response plan during crisis and non-crisis situations.
Community Management Principles - Consumer Engagement Through Building Communities Online
- Suzanne Marlatt, Community Manager, Edelman
- Jennie Averbook, Digital Strategist, Edelman
Many businesses believe if you build it they will come. The same attitude has been used on building communities and if they provide the tools for community engagement, a community will form on its own and ultimately be engaging. Nothing could be further from the truth. In this workshop the speakers will share best practices of how best to engage with customers when building and managing online communities. They will discuss integrating into your overall marketing mix, determine positioning, provide examples of developing content calendars, setting the community’s tone and examples of strategic response plan during crisis and non-crisis situations.
10:00am - 10:30am
Refreshment Break & Exhibits
10:30am - 11:15am
MEAP Session - WOMMA Takes a Stand on Next-Generation Ethics Challenges
WOMMA's foundation is built upon strong ethics in our industry's marketing practices. In a fast moving technology-driven social marketplace, WOMMA must continue to be at the forefront of ethical marketing issues. Led by WOMMA's Member Ethics Advisory Panel (MEAP), this session will outline and discuss near-future challenges in ethics. The result of this discussion will be a living document of member-sourced input into providing the WOMMA perspective on next generation ethical issues.
- Matt Wise, CEO, ePrize, LLC
- Todd Budin, VP, Product Leadership, NM Incite
- Emily Bader, Partner, Zocalo Group (Moderator)
WOMMA's foundation is built upon strong ethics in our industry's marketing practices. In a fast moving technology-driven social marketplace, WOMMA must continue to be at the forefront of ethical marketing issues. Led by WOMMA's Member Ethics Advisory Panel (MEAP), this session will outline and discuss near-future challenges in ethics. The result of this discussion will be a living document of member-sourced input into providing the WOMMA perspective on next generation ethical issues.
10:30am - 11:15am
The Naked Truth about Social Media ROI
If you don't think social media ROI can be measured, you need to learn the truth. Social media and word of mouth are more influential than any type of advertising, but many companies are not measuring its impact on sales. Marketers approaching social media with a direct marketing mindset and organizing their programs with the right methodology can clearly determine its impact on sales and ROI. This session will share the proven, successful BzzAgent method to determine the sales impact and ROI of social media marketing.
- Malcolm Faulds, SVP Marketing, BzzAgent
- Steve McLaughlin, VP Analytics, BzzAgent
- JP Beauchamp, SVP, Digital Media Solutions, SymphonyIRI Group
If you don't think social media ROI can be measured, you need to learn the truth. Social media and word of mouth are more influential than any type of advertising, but many companies are not measuring its impact on sales. Marketers approaching social media with a direct marketing mindset and organizing their programs with the right methodology can clearly determine its impact on sales and ROI. This session will share the proven, successful BzzAgent method to determine the sales impact and ROI of social media marketing.
10:30am - 11:15am
SAP | How the SAP Community Network is Driving Social Business
With the ever-changing and highly complex business world, there is a continuous need to adapt, innovate and grow. (This is especially true in B2B enterprise-wide environments.) Today's new social media tools offer efficient and effective methods to collaborate and communicate across all platforms. SAP, through its community network strategies, is accelerating and enabling new modes of innovation across the enterprise. Learn exactly how SAP is utilizing communities to drive fundamental business objectives and business value for organizations, its customers and community members.
- Mark Yolton, Sr. Vice President, SAP
With the ever-changing and highly complex business world, there is a continuous need to adapt, innovate and grow. (This is especially true in B2B enterprise-wide environments.) Today's new social media tools offer efficient and effective methods to collaborate and communicate across all platforms. SAP, through its community network strategies, is accelerating and enabling new modes of innovation across the enterprise. Learn exactly how SAP is utilizing communities to drive fundamental business objectives and business value for organizations, its customers and community members.
11:30am - 12:15pm
McDonald's | Secret Sauce to Social Customer Service
Smart marketers understand providing great customer service can trigger word of mouth conversations. McDonald's customers are active in sharing their feedback about the brand through traditional channels (phone, email) and through social media channels. McDonald's fully understands each customer feedback opportunity is a word of mouth opportunity. Learn how McDonald's is developing its listening competency and how its U.S. Customer Satisfaction Team is organized to use proven customer service tactics, but with a fun twist to spark positive word of mouth.
- Salena Scardina, Director of Consumer Satisfaction, McDonald's
- Kim Musgrave, Manager of Social Media, McDonald's
Smart marketers understand providing great customer service can trigger word of mouth conversations. McDonald's customers are active in sharing their feedback about the brand through traditional channels (phone, email) and through social media channels. McDonald's fully understands each customer feedback opportunity is a word of mouth opportunity. Learn how McDonald's is developing its listening competency and how its U.S. Customer Satisfaction Team is organized to use proven customer service tactics, but with a fun twist to spark positive word of mouth.
11:30am - 12:15pm
Random House | The Building Blocks of a Successful WOM Platform
Through its "Random Buzzers" online community platform, Random House is facilitating conversations between the publisher, authors, and Millennial readers. In this session, you'll not only learn the mechanics behind this program (2010 Gold WOMMY Award Winner), but also find answers to questions like; How do I best utilize a 'Give to Get' philosophy to drive WOM? How can I sell that concept internally? How can brands act cross-functionally to maximize consumer experience and program ROI? How do I employ segmentation strategies to optimize engagement? What are optimal content development and frequency strategies? How important are engagement incentives? How can I report on and measure online and offline WOM?
- Warren Ackerman, EVP and Principal, Affinitive
- Sonia Nash, Social Media Manager, Random House
Through its "Random Buzzers" online community platform, Random House is facilitating conversations between the publisher, authors, and Millennial readers. In this session, you'll not only learn the mechanics behind this program (2010 Gold WOMMY Award Winner), but also find answers to questions like; How do I best utilize a 'Give to Get' philosophy to drive WOM? How can I sell that concept internally? How can brands act cross-functionally to maximize consumer experience and program ROI? How do I employ segmentation strategies to optimize engagement? What are optimal content development and frequency strategies? How important are engagement incentives? How can I report on and measure online and offline WOM?
11:30am - 12:15pm
AT&T's Care WOM ROI Blueprint
AT&T’s ROI model, scorecard and dashboard used to manage the operations of AT&T’s Social Care Organization – now consisting of 30+ people. It is a critical instrument to manage specific aspects of AT&T’s Social Care business, achieve operational efficiencies, and pull levers to create more value to customers and for AT&T. The model focuses on both hard and soft metrics including Financial, Operational, Tactical and Customer Satisfaction. Key takeaways will include the 11 core metrics that are being tracked on a monthly basis, the tools we are using and the teams involved.
- Molly Demaagd, AT&T, Director of Customer Care
- Sean McDonald, Principal, Ants Eye View
AT&T’s ROI model, scorecard and dashboard used to manage the operations of AT&T’s Social Care Organization – now consisting of 30+ people. It is a critical instrument to manage specific aspects of AT&T’s Social Care business, achieve operational efficiencies, and pull levers to create more value to customers and for AT&T. The model focuses on both hard and soft metrics including Financial, Operational, Tactical and Customer Satisfaction. Key takeaways will include the 11 core metrics that are being tracked on a monthly basis, the tools we are using and the teams involved.
12:30pm - 1:30pm
Closing Keynote
Consumer Protection and Social Media - What you need to know from the FTC!
Improper disclosures on blogs. Inadequate privacy policies. Inappropriate mobile marketing. Deceptive affiliate marketing. Unfair target marketing at kids. On a daily basis, we hear and read about the government’s involvement in today's digital economy, and decision-makers in every industry appreciate the need to understand compliance obligations and prudent risk management procedures. Become informed about the latest developments from a highly respected senior official from the Federal Trade Commission.
Mr. Steven Baker, the Director of the FTC’s Midwest Regional Officer, will provide a current update on regulatory expectations and lessons learned from the latest enforcement actions.
Consumer Protection and Social Media - What you need to know from the FTC!
- C. Steven Baker, Director of the Midwest Regional Office, Federal Trade Commission
Improper disclosures on blogs. Inadequate privacy policies. Inappropriate mobile marketing. Deceptive affiliate marketing. Unfair target marketing at kids. On a daily basis, we hear and read about the government’s involvement in today's digital economy, and decision-makers in every industry appreciate the need to understand compliance obligations and prudent risk management procedures. Become informed about the latest developments from a highly respected senior official from the Federal Trade Commission.
Mr. Steven Baker, the Director of the FTC’s Midwest Regional Officer, will provide a current update on regulatory expectations and lessons learned from the latest enforcement actions.
1:30pm - 1:45pm
Closing Remarks - Rod Brooks, WOMMA President
*Schedule is subject to change without notice
Session Faculty Information
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