TRACK 1 | ORGANIZATIONAL STRUCTURES FOR WOM & SOCIAL MEDIA
TRACK 2 | CUSTOMER COMMUNITIES
TRACK 3 | RESEARCH & MEASUREMENT
TRACK 4 | WOM BEST PRACTICES
7:00am
Registration Open
7:00am - 8:00am
Breakfast & FDA Recap: Learn How WOMMA Represents the Industry to the FDA
Anthony E. DiResta, Manatt, Phelps & Phillips, LLP & John Bell, WOMMA President, Managing Director, 360 Digital Influence/ Executive Creative Director, Ogilvy Public Relations Kathy Baughman, Principal, ComBlu
8:00am - 1:00pm
This half-day session is a must-attend event for those in the hospitality industry responsible for helping their companies understand and apply the fast-evolving strategies, tactics, and issues involved with Social Media and Word of Mouth marketing. A separate registration fee applies. See the agenda here.
8:00am - 9:15am
KEYNOTE | The Role of the FTC in Word of Mouth and Social Media Marketing presented by Chuck Harwood, Assistant Deputy Director - Bureau of Consumer Protection
This fall, the Federal Trade Commission (FTC) will release updated guidelines on endorsements used in advertising and marketing. These changes will impact the design and delivery of word of mouth marketing programs. WOMMA has been working in lockstep with the FTC on these anticipated changes. Mr. Harwood will provide the audience with his insight on their role and what you need to know for you business practices. Mr. Harwood will then join our distinguished panel of industry insiders for a roundtable discussion.
Roundtable Discussion: Best Practices on Ethics, Endorsement, and Adequate Disclosure
Lee Peeler, C. Lee Peeler, Esq., President and CEO of the National Advertising Review Council (NARC) and Executive Vice President, National Advertising Self-Regulation, Council of Better Business Bureaus (CBBB). Jory Des Jardin, Co-Founder and President, Strategic Alliances at BlogHer Sean Corcoran, Interactive Marketing Analyst at Forrester Research Anthony DiResta, WOMMA?s general counsel and partner at Manatt, Phelps & Phillips, LLP Paul Rand, President & CEO at Zocalo Group
9:15pm - 9:45pm
WOMMY Awards Preview
WOMMY Award Gold Presentations
9:45am - 10:30am
GENERAL SESSION | Customer Service: The Hidden Engine that Drives Word of Mouth
Frank Eliason, Senior Director in National Customer Operations at Comcast Tom Asher, Director of Consumer Relations at Levi Strauss Denise Morrissey, Online Community Manager at Toyota John Bernier, Best Buy?s Twelpforce Initiative Lead Pete Blackshaw, EVP Digital Strategic Services, Nielsen
Listen to a preview from Pete Blackshaw and the
whole panel as they answer the question:
Is There a Relationship Between Customer
Service and WOM?
Conversational analysis consistently reveals that consumers talk about all aspects of customer service, from call center representative behavior to impenetrably bureaucratic feedback forms. Put another way, brand and service experience leaves a visible, high-impact digital trail. If this is true, is customer service the new gateway to break-through word of mouth strategy? If so, where should brands begin? What?s required to get this right? How can it be quantified, and how can incentives be aligned to drive the right organizational outcome? Importantly, who?s doing this well, and what role is social media playing in that success?
Join Nielsen EVP, WOMMA cofounder, and author of Satisfied Customers Tell Three Friends, Angry Customers Tell 3,000, Pete Blackshaw for a spirited panel on the convergence of word of mouth buzz and customer service 2.0. Joining Pete will be representatives of Toyota, Comcast, Levis, and Best Buy.
10:30am - 11:00am
Coffee Break
11:00am - 11:45am
TRACK 1 | ORGANIZATIONAL STRUCTURES FOR WOM & SOCIAL MEDIA
Powerful Offline Ambassador Programs Achieve Measureable Drive to Retail
Engaging passionate influencers as ambassadors through geo-targeted events, in tandem with ongoing online efforts, enables brands to achieve strong and sustained retail lift ? both nationally and in specific markets. This insider case study examines a year-long, multi-tiered social media campaign in which Mom Central developed and runs the ?Feld Family Activators? (FFAs) Program for Ringling Bros. & Barnum and Bailey and Disney on Ice, both properties of Feld Entertainment. This presentation illuminates the power of an offline brand evangelist program in delivering successful, measurable social media results and in establishing how word of mouth campaign budgets can drive sales.
11:00am - 11:45am
TRACK 2 | CUSTOMER COMMUNITIES
Domino Sugar | Using Social Media for Cause-Related Marketing
David Reis, President & CEO at DEI Worldwide Jan Bottcher, Director, Marketing - Consumer Products at Domino Foods, Inc.
The Great American Bake Sale has raised millions of dollars to support child hunger and with Domino Sugar?s help, this cause is benefitting from using word of mouth and social media marketing. Learn practical advice on integrating diverse social media channels to leverage conversations to make a worthwhile contribution.
11:00am - 11:45am
TRACK 3 | RESEARCH & MEASUREMENT
Measuring the Immeasurable: Defining a Social Media Currency
Jon Gibs, Vice President, Media Analytics at The Nielsen Company Yaakov Kimelfeld, SVP, Digital Research and Analytics Director, MediaVest Dan Creekmore, BzzAgent
Television has ratings. Print has circulation. Social Media has ?? The value of a social media impression is different from other media, which makes it difficult to quantify. Learn as Nielsen Online shares what it has learned about quantifying the value of online conversations and defining the currency of social media.
11:00am - 11:45am
TRACK 4 | WOM BEST PRACTICES
What is Ethical Word of Mouth Marketing?
Blake Cahill, SVP of Marketing at Visible Technologies ? MEAP Committee Member
WOMMA is the only leader that is committed to developing, educating, communicating, and promoting best practices in the ethical conduct of WOM marketing throughout the industry in an ongoing basis.
WOMMA has developed the Membership Ethics Advisory Panel (MEAP). The MEAP is responsible for reviewing prospective member companies who are found in the membership application process to have questionable ethical practices as well as review allegations of unethical WOMM practices from current WOMMA members by other members of WOMMA.
Join Blake Cahill for this informative session on what is the role of the MEAP, how do they operate and how can they assist you and your business to follow these best practices in WOM.
12:00pm - 12:45pm
TRACK 1 | ORGANIZATIONAL STRUCTURES FOR WOM & SOCIAL MEDIA
Amway | Word of Mouth Pioneer Tackles Elusive Social Media ROI
Lisa Hunter, Director of Integrated Marketing Services for Amway Global Jeff Ambs, Sr. Digital Communications Manager for Amway
With word of mouth marketing as the foundation of its business model, Amway has been a master of the medium for 50 years. Today, the global leader in direct selling continues to tap into the power of WOM via social media outreach. Finding that traditional media metrics do not adequately capture the impact and value of social media efforts, Amway will share its unique approach to measuring the ROI on blogger engagement and creating a systematic, repeatable approach to social media outreach.
12:00pm - 12:45pm
TRACK 2 | CUSTOMER COMMUNITIES
PepsiCo | Proudsourcing: How PepsiCo Highlights Community to Foster Better Buzz
John C. Havens, VP of Social Media - Porter Novelli Lisa Rosenberg, Partner & Managing Director, Porter Novelli Bonin Bough, Global Director of Digital and Social Media, Pepsi Co.
Learn the crowdsourcing strategy and tactics behind PepsiCo?s successful InternetWeek sponsorship to generate positive buzz from the blogosphere.
12:00pm - 12:45pm
TRACK 3 | RESEARCH & MEASUREMENT
CNN | Understanding the Role of Influencers in the Purchase Decision Process
Gregg Liebman, Senior Vice President, Ad Sales Research at CNN
CNN has developed a breakthrough understanding of influencer behavior by integrating research data from Roper Influentials, The Keller Fay Group, McKinsey Consulting, Nielsen, and MRI. You?ll learn why Influencers matter and how to plan your media buys to best reach the important Influencer audience.
12:00pm - 12:45pm
TRACK 4 | WOM BEST PRACTICES
HP | Leveraging Advocacy Economics in Social Media
Ellen Bird, Manager at Denuo Kari Homan, Digital Strategy: Social Media Program Manager at HP
Inspired by the Net Promoter Score, Hewlett-Packard redesigned its social media strategy from a focus on products to a focus on engaging with its brand advocates. Learn how HP went from a disjointed collection of social media activities to develop cohesive and active communities of brand advocates that delivered positive financial results within two months.
Join WOMMA in honoring the the people, agencies, and brands behind the most remarkable word of mouth marketing campaigns. During the Summit the seven WOMMY winners will present their winning presentation and you will pick the Grand Prix winner to be announced at the luncheon. It's a must attend event not to be missed!
Suggested Reading List A list of suggested reads from Summit Academics to WOM’s Toughest Questions. See the Recommendations
Summit Attendee List See which organizations are attending WOMMA Summit 2009. Available for download in PDF. View the List
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