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TRACK 1 | ORGANIZATIONAL STRUCTURES FOR WOM & SOCIAL MEDIA |
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| TRACK 2 | CUSTOMER COMMUNITIES |
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| TRACK 3 | RESEARCH & MEASUREMENT |
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| TRACK 4 | WOM BEST PRACTICES |
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7:00am
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7:00am - 8:00am
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Breakfast & Vendor Showcase |
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8:00am - 9:00am
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KEYNOTE | Patagonia
Rob BonDurant, VP of Marketing - Patagonia
Patagonia grew out of a small company that made tools for climbers. Alpinism remains at the heart of a worldwide business that still makes clothes for climbing – as well as for skiing, snowboarding, surfing, fly fishing, paddling and trail running. These are all silent sports. None requires a motor; none delivers the cheers of a crowd. Word of mouth is the vehicle to spread that spreads this spirit of adventure. |
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9:00am - 9:45am
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WOMMY Award Gold Presentations
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9:45am - 10:30am
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GENERAL SESSION | Answers from Academics to WOM’s Toughest Questions
Lerzan Aksoy, PhD - Assoc. Professor of Marketing, Fordham University School of Business
Walter J. Carl, PhD - Founder, Chief Research Officer at ChatThreads Corp
Jonah Berger, Assistant Professor of Marketing, Wharton School of Business
Barak Libai, MBA, PhD - Tel Aviv University
Brad Fay, COO - Keller Fay Group - Moderator
WOMMA has assembled some of the leading, academic minds on the cutting edge of Word of Mouth Marketing to answer the “big” questions: How much is WOM really worth? Do influencers matter, and how? What are the relative merits of online and offline WOM? And what’s the “social psychology” of WOM—what are the true motivators behind consumer generated media and personal recommendations? If you’re looking for a deeper understanding of WOM, this is the session for you! |
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10:30am - 11:00am
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11:00am - 11:45am
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| TRACK 1 | ORGANIZATIONAL STRUCTURES FOR WOM & SOCIAL MEDIA
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GameStop | Turning Influencers into Evangelists
Terry Dry, President of Fanscape
Kristin Rodack, VP of Business Development of Fanscape
Chris Olivera, VP of Corporate Communications of GameStop
Freddie Wong, Gaming Influencer
Understand the proven targeted engagement methods from GameStop’s highly effective influencer marketing program which supported the release of newest Guitar Hero videogame. |
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11:00am - 11:45am
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TRACK 2 | CUSTOMER COMMUNITIES
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Ford Fusion | Maximizing Sponsorships to Create Customer Conversations
Kitty Kolding, CEO - HouseParty
Brenda Yurgalonis, Team Detroit Brand Content & Alliances, Ford Car & CUV
Learn how Ford went beyond its sponsorship of American Idol to relaunch its Ford Fusion car by also incorporating the conversational power of in-home parties to drive word of mouth for a car that isn’t set to be released until 2010. |
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11:00am - 11:45am
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TRACK 3 | RESEARCH & MEASUREMENT
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The Roadmap to ROI | How to Measure Social Media Input, Reach and Value
Michael Stern, Director, Brand Practice, Zócalo Group
Understanding how to measure the impact and growth of earned online engagements is key to any successful social media marketing program. This session will explore the latest trends in social media measurement and examine how the Digital Footprint Index can help you to more effectively drive word of mouth and recommendation where consumers are active and engaged online. |
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11:00am - 11:45am
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TRACK 4 | WOM BEST PRACTICES
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True Believers: Turning Skeptical Co-Workers into Progressive WOM Marketers
Sean McDonald, Principal with Ants Eye View
Sam Decker, CMO of Bazaarvoice
Corporate America is full of characters and many of these characters have fundamental objections to incorporating WOM and Social Media marketing strategies into a plan’s marketing mix. In this sure-to-be entertaining session, you’ll leave with smart advice on turning naïve and skeptical co-workers into becoming true believers of word of mouth marketing. |
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12:00pm - 12:45pm
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TRACK 1 | ORGANIZATIONAL STRUCTURES FOR WOM & SOCIAL MEDIA
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Tropicana | Launching New Products with Online Communities
Kaitlyn Wilkins, VP of Digital Strategy, Ogilvy's 360 Digital Influence Group
Tropicana successfully introduced the Trop50 beverage by tapping into an existing online community from the BlogHer network. Working together with the BlogHer community, Tropicana created an active and rich community for women called, The Juice. Gain marketing tips on working with online communities in an authentic and unobtrusive manner. |
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12:00pm - 12:45pm
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TRACK 2 | CUSTOMER COMMUNITIES
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Mobile WOM | How the Next Generation of Mobile Devices will Redefine Permission Marketing
Brad G Beckstrom, Managing Partner at ApolloBravo
Brendan Dalton, General Manager, MillerCoors
As cell phones become smarter and enhanced with more features, the impact on ethical and effective marketing will be profound. Get on the leading edge of knowing how best to use permission-based mobile promotions to generate product buzz and word of mouth conversations. |
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12:00pm - 12:45pm
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TRACK 3 | RESEARCH & MEASUREMENT
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The Proven Momentum Effect of Word of Mouth
Graeme Hutton, SVP, Director of Consumer Insights at Universal McCann
Studies reveal traditional advertising has a positive effect on sparking and sustaining word of mouth marketing conversations. Learn the latest research findings and business practices designed to help you better sync advertising campaigns with word of mouth programs. |
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12:00pm - 12:45pm
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TRACK 4 | WOM BEST PRACTICES
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MARS | The Value of Establishing an Integrated Corporate Social Media Policy
Amanda Zaky, Manager of Interactive, Mars Snackfood US
Ryan Bowling, Director of Communications, Mars Snackfood US
Don Mayer, Director of Consumer Care, Mars Snackfood US
Baffled by roles and responsibilities in your company when it comes to social media? Learn the value of how Mars Snackfood US manages the division of labor between its marketing and corporate affairs teams to avoid pitfalls and achieve successes with brands like Skittles, M&M’S and more. |
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12:45pm - 1:45pm
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Summit Power Lunch with Kristian Bush of Country Music Sensation Sugarland
Kristian Bush, Singer and Guitarist, Sugarland
Ted Wright, Founder, Managing Partner, Fizz
WOMMA is proud to announce that the Summit 2009 Power Lunch Speaker is Kristian Bush of the country music Grammy winner sensation Sugarland. Ted Wright, Managing Partner at Fizz will also be on stage picking Bush’s brain. Sugarland is not only known for producing #1 hits, but they also are avid practitioners of WOM and can attribute much of their success to it. Guided by the principle ‘Love the fans,’ Sugarland quickly embraced social media and other tools that enabled them to better grow the community.
Bush will cover a string of topics, from execution to strategy, as he walks the audience through what it takes to be both a successful artist and successful enterprise in today’s hyper-competitive market. Breaking through the field of country music artists took not only talent but also creative WOM marketing, a first for the industry. Sugarland keeps their fans invigorated with scavenger hunts for hidden tickets to upcoming shows, in home viewing parties, and active Twitter accounts. They are innovators in the industry by never becoming inaccessible. Their thriving community is the direct result of their ‘Love the fans’ mentality and active engagement. |
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1:45pm - 2:30pm
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TRACK 1 | ORGANIZATIONAL STRUCTURES FOR WOM & SOCIAL MEDIA
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Apple (iTunes) | Bringing the iTunes Experience to Facebook
Yvonne Nava, Sr. Group Manager, Online Marketing at Apple/iTunes
Reggie Bradford, CEO of Vitrue
Any brand can setup a Facebook Fan Page. However, not every brand designs their Facebook presence in uniquely engaging ways. Understand the strategies and techniques Apple uses to bring its one-of-a-kind iTunes experience to the Facebook community. |
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1:45pm - 2:30pm
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TRACK 2 | CUSTOMER COMMUNITIES
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Leveraging Brand Evangelists to Authentically Position Your Brand to New Consumers
Stephany Cavatoni, Active Marketing Group, Director, Business Solutions
Lisa Carnevale, Beiersdorf, Inc., Marketing Manager
Nicolas Maurer, Beiersdorf, Inc., VP of Marketing
Seven years ago, if you didn’t visit your doctor for a skin problem, you probably had not heard about Aquaphor. Learn how the brand was able to tap into a groundswell movement among runners to create a team of brand evangelists who utilized word of mouth marketing to successfully take the brand into new channels. Is a team of brand ambassadors the right strategy for you? How do you make your program authentic among target consumers? Find out as we share key insights around this tried and true word of mouth strategy. |
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1:45pm - 2:30pm
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TRACK 3 | RESEARCH & MEASUREMENT
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ESPN | How ESPN Drives Billions of Word of Mouth Conversations for Advertisers
Ed Keller, CEO of The Keller Fay Group
Julie Propper, Director, Advertising Analytics at ESPN, Inc.
Campaign after campaign, ESPN has benefitted from the cumulative power of integrating word of mouth into its advertising flight strategies. Along the way, they’ve measured tens of millions of conversations people have about specific brands. Learn practical research findings from ESPN on designing more effective WOM programs and using advertising to spark conversations. |
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1:45pm - 2:30pm
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TRACK 4 | WOM BEST PRACTICES
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SAP | Developing and Managing a Social Media Site for Small Businesses
Margot Heiligman, Director of Business Influence at SAP
Robin Carey, CEO of Social Media Today
Bloggers and social media are the new platform for word of mouth marketing. The session will present a case study on the creation and success of myventurepad.com and how SAP and Social Media Today teamed up to create this success. In this session you'll learn how to develop and manage a social media site for small businesses that can be used for brand development, and lead generation. |
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2:45pm - 3:30pm
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TRACK 1 | ORGANIZATIONAL STRUCTURES FOR WOM & SOCIAL MEDIA
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Meetup l Building Authentic Advertiser/Customer Communities
Mary Telesco, Vice President, Meetup Sponsorships
Jason Rudman, Director, OPEN Forum Strategy & Marketing, American Express OPEN
Marketing via social networking with fan pages and apps are great, but how to do you build real relationships with your customers? What happens when advertising goes beyond the screen to deliver a message and creates real value? Come hear how Meetup and American Express OPEN have partnered to help grow and support local Small Business communities. |
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2:45pm - 3:30pm
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TRACK 2 | CUSTOMER COMMUNITIES
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PEMCO | Organizing and Promoting Successful Corporate Tweetups
Rod Brooks, VP and Chief Marketing Officer at PEMCO Mutual Insurance Company
Brands are searching for ways to benefit from using Twitter as a business tool. PEMCO is benefitting from using Twitter to organize engaging and informative get-togethers with its Twitter followers. Find out how your business, big or small, can model the success PEMCO is having with Twitter. |
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2:45pm - 3:30pm
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TRACK 3 | RESEARCH & MEASUREMENT
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Learning Why Consumers Talk
Steve Knox, CEO of Procter & Gamble Tremor
One science behind word of mouth conversations is called Cognitive Psychology and its impact is irrefutable. Learn to apply the core cognitive principles that drive people to engage in word of mouth conversations in both offline and online environments. |
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2:45pm - 3:30pm
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TRACK 4 | WOM BEST PRACTICES
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The Rise of Participatory Social Marketing
John Andrews, Managing Partner at Collective Bias
Jenn Fowler - Walmart & ElevenMom & Social Media Consultant
Clayton Rose - SVP Digital Properties for Lifetime Networks
Tiffany Souders - Marketing Manager for the Hershey's Walmart Team
Brands struggle with how best to engage bloggers and influentials in online conversations. Gain an insider’s perspective into how big brands like Walmart, Hershey, and Lifetime have developed successful online communities, resulting in loyal customers and lasting advocacy. |
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3:45pm - 4:30pm
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TRACK 1 | ORGANIZATIONAL STRUCTURES FOR WOM & SOCIAL MEDIA
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E & J Gallo Winery & Scotts | Integration of Consumer Relations with Social Media
Marie Shubin - Director, Global Consumer Relations, E & J Gallo Winery
Ed Billmaier - Senior Director, Relationship and Interactive Marketing at The Scotts Company
Sue Sonday - Sr. Project Manager at Microsoft Corp.
Social Media has provided the opportunity for consumers to engage not only with each other but with companies like never before. This interaction creates great rewards as well as a substantial amount of work. This discussion will cover what these organizations are doing in the realm of Social Media and how they have tightly integrated their Consumer Relations function into their social media efforts to maximize efficacy and efficiency. |
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3:45pm - 4:30pm
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TRACK 2 | CUSTOMER COMMUNITIES
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Microsoft (Bing) | Running a Successful Social Media Contest
Lynn Rowe Girotto, Senior Director of Marketing at Microsoft Corporation
Clay McDaniel, Co-Founder and Principal of Spring Creek Group
Microsoft has learned one of the best ways to build word of mouth about a brand is to run an online contest. Microsoft’s “Bing Jingle” contest was a success, but it wasn’t without lessons on what works and what doesn’t work with user-generated contests. Learn important lessons on making the most out of online contests to drive brand awareness and trial. |
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3:45pm - 4:30pm
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TRACK 3 | RESEARCH & MEASUREMENT
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AT&T | Determining the ROI of WOM in Online Communities
Neil Beam, Senior Manager of Channel Strategy at AT&T
Natalie Petouhoff, Forrester Research
Joe Cothrel, the Chief Community Officer at Lithium Technologies
The ROI of WOM has been studied and presented, but often without real numbers to compare success. AT&T, along with Forrester Research, will present ROI data collected from two long-running online communities. These results are instructional and will provide practical numbers to help your company prepare a similar analysis. |
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3:45pm - 4:30pm
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TRACK 4 | WOM BEST PRACTICES
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IBM & Newell Rubbermaid | Transforming Corporate Cultures from the Inside-Out Using Social Media
Rob Key, CEO at Converseon
Bert DuMars, Vice President E-Business & Interactive Marketing at Newell Rubbermaid
Pauline Ores, Market Insights, Principal Consultant - Social Strategy & Innovation at IBM
The social media efforts from Rubbermaid and IBM are having enterprise-wide impact ranging from departments including Research & Development, Legal, Customer Service, and (of course) Marketing. Learn to prepare your business internally to use social media as an engine for ORGANIZATIONALal transformation. |
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4:45pm - 5:30pm
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TRACK 1 | ORGANIZATIONAL STRUCTURES FOR WOM & SOCIAL MEDIA
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Campbell’s Soup | Keeping Newcomers and Old-Timers Engaged in Online Communities
Peter Friedman, CEO and Chairman of LiveWorld
Jennifer Gordon, Director - Global Advertising, Campbell's Soup
As online communities mature, it becomes more difficult to keep everyone engaged. Having run online communities for years, learn Cambell’s Soup proven strategies for keeping online community members involved in co-creating a place for everyone at every stage. |
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4:45pm - 5:30pm
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TRACK 2 | CUSTOMER COMMUNITIES
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Cumberland Farms Chill Zone, Tasti D-Lite | A Frozen Treat Faceoff: Facebook vs. Twitter
Dave Kerpen, Chief Buzz Officer @thekbuzz
Greg Lorance, Dispensed Beverages Category Manager, Cumberland Farms
BJ Emerson, Director of Information and Social Technologies, Tasti D-Lite
Learn how two brands are using Twitter and Facebook to engage customers and grow their business. Should you be using Twitter, Facebook or both? What’s the best social network for your company? Find out these answers and more as these two brands share their strategies and successes. |
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4:45pm - 5:30pm
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TRACK 3 | RESEARCH & MEASUREMENT
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Introducing a New Methodology to Measure the Effectiveness of Social Media Programs
Maura Curtin, Executive Director, Social Media Advertising Consortium
Daina Middleton, SVP, Moxie Interactive
Nichole Goodyear, CEO, Brickfish
The Social Media Advertising Consortium (SMAC) is a group of marketers and researchers working together to create uniform measurement methods for social media. SMAC will introduce its comprehensive research and definitive measurement tools to help marketers better understand social media’s impact on growing revenues and increasing customer engagement.
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4:45pm - 5:30pm
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TRACK 4 | WOM BEST PRACTICES
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Energizing Norton Advocates, Driving Sales
Rob Fuggetta, Founder & CEO, Zuberance
Diane E. Beaudet, Sr. Director, User Engagement Programs, Consumer Business Unit, Symantec Corporation
In this session, you’ll learn how you can identify your authentic Brand Advocates and mobilize them to amplify positive WOM and boost sales. Norton has become a Talkable Brand by energizing thousands of highly-satisfied Norton customers to spread positive WOM and boost sales. Since starting Norton Advocates in mid-2008, Norton has doubled its user ratings on leading shopping sites, doubled its WOM Advocacy score, and increased sales. Importantly, Norton does not pay or provide financial incentives to Advocates to spread positive WOM. |
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5:30pm - 6:30pm
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6:30pm – 7:30pm
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Brands Council Event (Brands Only) |
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7:30pm
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Buses Depart for Palms Casino |
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8:00pm - 9:30pm
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WOMMA's a House Party with a Twist!
WOMMA loves brands and agencies that push the envelope and create talkable campaigns. So we decided to follow your lead and create an event that will have everyone talking– House Party with a Twist. WOMMA has teamed up with sponsor House Party for a must attend event that will toss the old saying "what happens in Vegas stays in Vegas" out the window because you’ll want to tell everyone about this night.
WOMMA has exclusive access to the world famous Hardwood Suite in the Fantasy Tower at the Palms Casino. The Hardwood Suite is a 10,000 sq. ft. sports lovers dream: it’s the only suite in the world with an indoor basketball court, locker rooms and scoreboard. The DJ will be spinning, cocktails will flow from the Live Bar, and yeah, we'll be keeping score!
Here's the Lineup:
When: Thursday, November 19
Time: 8:00pm - 9:30pm
Transportation: Team buses depart from the Paris at 7:30pm
Location: Palms Casino & Resort - Harwood Suite, Fantasy Tower
But Wait, There's More!
After the party stay and play at the Palms. Your pass will get you into the top clubs in Sin City including Ghost Bar, and the Moon and Rain.
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Suggested Reading List
A list of suggested reads from Summit Academics to WOM’s Toughest Questions.
See the Recommendations |
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Summit Attendee List
See which organizations are attending WOMMA Summit 2009. Available for download in PDF.
View the List |
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Summit Badges
Are you a Summit attendee, speaker, or sponsor looking for some digital Summit bling? Look no further.
Download Badges |
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