There’s a lot of buzz around WOM and social media strategies for marketing purposes for companies, and the hospitality industry is still trying to grapple with how to gain from the newest trends. The hospitality industry is built on word of mouth and in this half-day session you’ll learn from industry experts how to take what your clients and customers are saying on line and off line and incorporate into your business practice.
A separate registration fee applies.
Who Should Attend
This half-day session is a must-attend event for those responsible for helping their companies understand and apply the fast-evolving strategies, tactics, and issues involved with Social Media and Word of Mouth marketing.
• Hospitality marketing professionals
• CMO’s – General Managers
• Directors/Managers of Brand Quality
• Directors/Managers of Marketing
• Directors/Managers of Communications
• Directors/Managers of PR |
• Customer Care Specialists
• Destination Sales Managers
• Marketing & Promotions Managers
• Special Events Managers
• Internet Marketing Specialists
• e-Marketing and New Media Managers
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7:00am - 8:00am
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8:00am - 8:30am
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Introduction to WOM & Social Media
John Moore, WOM Enthusiast - WOMMA
All word of mouth marketing techniques are based on the concepts of customer satisfaction, two-way dialog, and transparent communications. The basic elements are:
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Educating people about your products and services |
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Identifying people most likely to share their opinions |
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Providing tools that make it easier to share information |
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Studying how, where, and when opinions are being shared |
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Listening and responding to supporters, detractors, and neutrals |
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8:30am - 9:10am
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Defining Social Media and How it Fits into an Integrated Marketing Campaign
Carrie Kerpen, Queen Bee, theKbuzz
Social Media isn't "the" plan, it's part of the plan. In this course we will demonstrate how to fit the old and the new together to amplify your entire marketing effort.
Learn:
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Understand and be able to put in place best practices (and what not to do) when building a holistic program |
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Learn when, where and how to engage the right forms of WOM |
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Gain knowledge of how to successfully organizes and execute
Internally and externally |
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9:10am - 9:50am
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WOM Research & Measurement
Ed Keller, CEO - Keller Fay Group
It is often said you can’t manage what you don’t measure. And that’s as true in word of mouth and social media as in any of the marketing disciplines. In this course you’ll be introduced to the principles of word of mouth measurement, methods you can use (covering both offline word of mouth as well as online), and the role of research in setting strategy and monitoring performance.
Why should I measure word of mouth?
What are the measurement tools at my disposal?
How do I incorporate measurement into my marketing decision-making? |
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9:50am - 10:30am
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Social Netiquette – The Do’s and Don’ts of Successful Social Media Engagement
Blake Cahill, SVP Corporate Marketing – Visible Technologies
Participating in social media channels provides a tremendous new opportunity for companies to improve business, strengthen service, build customer relationships and drive brand loyalty. However, effectively inserting your brand into online conversations can be “easier said than done” since traditional marketing practices don’t generally apply and often backfire. When venturing into the social media arena, companies need to understand the basic principles and social netiquette of interacting with consumers online.
This presentation will cover:
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Social media ROI and benefits of joining online conversations |
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Social media engagement challenges and opportunities |
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The dos and don’ts of effective social media engagements |
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Customer success stories |
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10:30am - 11:00am
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11:00am - 11:40am
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Learning and Change Management
Sean McDonald, Principal Strategist – Ant’s Eye View
Social Media is rich with facts and case studies. A lot of us celebrate and share the most recent case study or facts that social media publishes on a daily basis. But what does it take to sustain a social media operation inside the enterprise or small business. Learn about the change management created from social media
Learn:
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What have we learned from social media? |
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What do we need to be successful in operating with social media? |
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Why is Social Media successful in some companies and not in others? |
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11:40am - 12:20pm
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Ethics - What is Ethical WOM?
Steve Hershberger, Principal and Co-Founder - ComBlu
Keep your company out of trouble by adopting word of mouth ethics policies. Learn to use the tools that WOMMA has created to ensure that stealth stays out of your work.
Learn:
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Questions to ask that will keep stealth marketers at bay |
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How to prevent agencies, partners and junior staff from doing stealth in your name, without your knowledge |
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Integrating ethics into your brand identity |
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Learn to ethically participate in consumer-generated media environments |
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12:20pm - 1:00pm
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Requirements for Successful Social Media Tools & What Not To Do
Joel Warady, Principal – Joel Warady Group
Maintaining and obtaining customers through emotion, plus an introduction of what is happening online and why a company should be involved
What’s out there? Facebook, MySpace, YouTube, Flickr, LinkedIn, Twitter, Yelp, Ning, Viral.
Learn:
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The Year(s) of Me-media + Consumer Generated Media |
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How your company can use Social Networking? |
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Why use Social Networking? |
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Hijacking the Brand |
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Social Networking: What does it mean? Explanations and what it means for your company |
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1:00pm
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WOMMY Awards Luncheon
Attendees are invited to join the awards program celebrating the best in WOM. |
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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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