Day One | Day Two |
Track 1 | Track 2 | Track 3 |
Rio Pavilion 7 |
11:20 a.m. - 12:05 p.m. |
How HP Energized Influencers to Share | |||
2:45 p.m.- 3:30 p.m. |
Making Employees into WOM Ambassadors | ||||
3:45 p.m. - 4:30 p.m. |
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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 | ||||
7:00 a.m. - 8:00 a.m. |
Brands Breakfast | |||
11:20 a.m. - 12:05 p.m. |
InterContinental Hotels and Communispace Present: Transforming Loyal Guests into Brand Advocates | |||
2:00 p.m. - |
The Shops at Atlas Stimulus Package | |||
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11:20 a.m. - 12:05 p.m. - How HP Energized Influencers to Share |
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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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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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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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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7:00 a.m. - 8:00 a.m. - Brands Breakfast |
Brands: Grab a plate and join your fellow brand marketers for a closed-door breakfast where you can chat with other folks who "get" the day-to-day challenges unique to brand marketers working in the word of mouth marketing space. Talk word of mouth shop over breakfast, share stories, gain insights, and get a pulse on what other marketers are doing. (Brands ONLY -- This will be strictly enforced.)
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11:20 a.m. - 12:05 p.m. - InterContinental Hotels and Communispace Present: Transforming Loyal Guests into Brand Advocates |
Andrew Lynch, Community Consultant, Communispace
Kevin Hickey, InterContinental Hotels Group
With nearly 600,000 hotel rooms worldwide, the InterContinental Hotels Group is committed to being the number one hotel choice for travelers. In this session, attendees will learn how IHG's marketing team tapped its Communispace private online community as a vehicle to test advocacy within its Priority Club Rewards program and quickly and cost-effectively drive incremental business. As a direct result of the advocacy campaign, IHG reached customers whom they might not otherwise have been able to -- and did so entirely through word of mouth, without any of the advertising, marketing, or support costs associated with traditional promotion strategies.
Learn now IHG got results such as:
• A significant increase in incremental revenue in just six weeks with little
investment from IHG (only Priority Club points)
• A 20-fold reach generated by participants passing on their promotion
codes, yielding 4,200 room nights and 7.2 million points earned for
PCR members
• Global spread into 30+ countries, even though the campaign only
targeted U.S. members originally
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2:00 p.m. - 2:45 p.m. - The Shops At Atlas Stimulus Package |
Caroline Kerpen, VP New Buzzness Development, theKbuzz
Dave Kerpen, Chief Buzz Officer, theKbuzz
Damon Hemmerdinger, Owner, The Shops At Atlas Park
Elka Anstey, Marketing Director, The Shops At Atlas Park
Found out how The Shops at Atlas -- an upscale, outdoor shopping center that opened just two years ago in the middle of a working class area of Queens, New York -- used word of mouth to muddle through their most difficult season: The post-holiday winter months. To help generate WOM, theKbuzz and The Shops paralleled a hot-button issue (the mailing of economic stimulus checks) with a promotion of their own. The concept was that Atlas Park would launch its own stimulus package.
Learn :
• How The Shops were able to use WOMM to garner an average 20%
lift in traffic
• The unique ways that The Shops and theKbuzz used to generate
word of mouth spread, including street teams that directed people
to a "The Atlas Solution" microsite, a contest with prizes from $1
- $1,000, the waiving of parking fees, etc.
• How The Shops leveraged online properties such as Facebook,
MySpace, YouTube, and an online-video based contest to generate buzz.
• How The Shops garnered local and national TV and newspaper
coverage via their buzz campaign.