DAY TWO:  How-To, Experts, Issues & Case Studies
Wednesday, June 21, 2006

7:30 - 8:00

Breakfast

8:00 - 8:45

Getting Started:  A WOM Implementation Plan

Virginia Miracle, Director, Word of Mouth Marketing, Brains on Fire
William Mosher, Founder/Director, Echopinion!
Sam Decker, VP, Marketing & Products, Bazaarvoice

Here's your takeaway tool. Launch your word of mouth marketing with a simple, straightforward plan of action.  This presentation will assemble all of the key concepts in a WOM campaign into a doable plan.  These are the steps that will get you going and turn WOM from an idea to implementation.  You'll then be able to build on this plan with the examples and lessons from the rest of the conference.

Download:
Virginia Miracle presentation
William Mosher presentation
Sam Decker presentation

9:00 - 9:45

Keynote: Robert Scoble & Shel Israel, Co-Authors of Naked Conversations: How Blogs Are Changing the Ways Businesses Talk with Customers

Word of mouth works because it all comes down, in part, to a very simple idea -- honesty matters. In their book "Naked Conversations", Scoble and Israel explore this idea at length. They chart the rise of blogs as a vehicle for informal, unfiltered -- okay, "naked" -- two-way communication between companies and consumers. In their keynote, Robert and Shel will talk about what's worked, what hasn't, and share more of their insight on blogs and word of mouth.

Download:
Shared presentation

9:45  - 10:00

BREAK

10:00 - 10:45
Room A

How-To #1: Turning Customers into Advocates

Leslie Forde , VP, Strategic Alliances, Communispace
Kathy Baughman, Principal, ComBlu
Ted Wright, Partner, Liquid Intelligence

Your existing customers are your best advocates and idea-generators. Learn to take your existing customers and encourage them to share information, connect as a community and spread the word about your company.

• Identifying advocates within your customer base
• Listening to them and getting them to share ideas
• Motivating them to promote your products

Download:
Leslie Forde presentation
Kathy Baughman presentation
Ted Wright presentation

10:00 - 10:45  
Room B

How-To #2: Viral Emails That Spread Like Crazy

Chris Baggott, Co-Founder & CMO, ExactTarget
Kristine Stebbins, Director of Client Services, Cole & Weber

It's a marketer's dream scenario -- send a message to a group of people, they forward it to their friends, and soon it spreads like wildfire around the globe. So how do you get your message to "go viral"? Learn how to use email in viral campaigns that get people talking -- and hitting the forward button.

Download:
Chris Baggott presentation
Kristine Stebbins presentation

10:00 - 10:45  
Room C

How-To #3: Harnessing Offline Word of Mouth

Liz Bigham, VP/Director, US Brand Marketing, Jack Morton Worldwide
Trip Hunter, Director, Guerilla Marketing, Renegade Marketing Group
David Clark, President, TALK Marketing

Experts say as much as 80% of WOM happens offline. Learn how to work with word of mouth in the "real world" by creating ideas that spread, identify the right people, and getting them to talk about your product or service.

Download:
Liz Bigham presentation
Trip Hunter presentation
David Clark presentation

10:00 - 10:45  
Room D

How-To #4: Pharmaceuticals, Healthcare and the Power of WOM

Fabio Gratton, Principal & Co-Founder, Ignite Health
David Perlmutter, VP, General Manager, NCI Mobility
Brian Steketee, Director of Technologies, Relay Sponsorship & Event Marketing

Health care is probably one of the oldest and simplest forms of word of mouth. It's a given -- people talk to each other about health and how to improve it. Generating positive word of mouth can have dramatic results when it comes to the health care industry. Here are two great case studies on real-world implementation to promote health care products.

To help educate the public about the chronic disease Hepatitis B, Ignite Health turned to consumer-generated media and word of mouth to spread the word. In this case study, you'll learn how to ethically recruit and train evangelists to further a cause, integrate online and offline initiatives, and how to define and measure success.

NCI Mobility worked with its client Relay Sponsorship & Event Marketing to help educate senior citizens about the new Medicare Prescription Drug Plan B. Learn how the company created a traveling road show to generate positive word of mouth, provide relevant information about the program, and increase enrollment in it.

Download:
Fabio Gratton presentation
David Perlmutter & Brian Steketee presentation

10:45  - 11:00

BREAK

11:00 - 11:45
Room A

How-To #5: Great Corporate Blogs

Pinny Gniwisch, VP, Marketing, Ice.com
Marc Schiller, CEO, Electric Artists
Moderated by Debbie Weil, Author, The Corporate Blogging Book

Learn to create great corporate blogs that communicate directly with customers.

• Learn how to tell your story and connect with customers without sounding corporate or fake
• What to write about?
• How to manage consumer comments and responses
• Communicate the true personality of your company

Download:
Pinny Gniwisch presentation
Marc Schiller presentation
Debbie Weil presentation

11:00 - 11:45 
Room B

How-To #6: Working with Consumer-Generated Media

Ken Leeder, CEO, RealTravel
Erik Kokkonen, AVP, CNET Networks
Manisha Gupta, Director 2.0, Cafepress.com

The age of control over a brand's message is over. Everyday consumers are in control now. By ripping, remixing, and sharing, they are turning brand messages into something completely new and unexpected. Learn how your brand can effecitvely join the CGM revolution from the companies at the forefront of the movement.

Download:
Ken Leeder presentation
Erik Kokkonen presentation
Manisha Gupta presentation

11:00 - 11:45  
Room C

How-To #7: Agencies and Word of Mouth

John Bell, EVP/Creative Director, Ogilvy Public Relations Worldwide
Ryan Berger, Executive Creative Director, Buzz Marketing, Euro RSCG
Jamie Tedford, SVP, Marketing & Media Innovation, Arnold Worldwide

Did you know that some of the most innovative word of mouth marketing programs and campaigns are coming from well-established advertising and PR agencies? It's true. In this panel, learn how top agencies are responding, innovating, and making the most of this opportunity to re-energize the conversation. You'll come away with a better understanding of how WOM fits into a traditional ad or PR firm's organization and campaign structure.

Download:
John Bell presentation
Ryan Berger presentation
Jamie Tedford presentation

11:00 - 11:45 
Room D

How-To #8: BtoB and Word of Mouth

Paula Stout, VP, Client Services, The Phelon Group
John Finegan, CEO, Beck Ag
Rob Key, CEO, Converseon
Moderated by Carol Jouzaitis, Slack Barshinger

How do BtoB marketers harness the power of word of mouth?  What are the unique issues involved as compared to BtoC WOM?  How do you manage the process?  What motivates recommenders?  How do you sell WOM ideas into an organization?

Download:
Paula Stout presentation
John Finegan presentation
Rob Key presentation

12:00 - 2:00

Lunch Activity:  Author Workshop

Emanuel Rosen, Author, The Anatomy of Buzz

The noted author of "The Anatomy of Buzz" will lead intense small-group discussions on word of mouth issues.  Grab your lunch and start thinking.  Talking with your mouth full is encouraged.

Download:
Emanuel Rosen presentation

2:00 - 2:25
Room A

Case Study #1: Whiskas & Pedigree: Influencers Talk About Pet Food in The UK

Ivan Palmer, Strategic Partner, Wildfire

Listen as Ivan discusses two new case studies from the UK: one for Pedigree Dog Food (a brand re-launch) and a second for Whiskas Cat Food (a new product launch). He’ll show you the business case for using direct marketing to Influencers rather than going direct to the end consumer.

• Planning and creating a word of mouth direct mailing campaign
• Using the web to help Influencers spread your message
• Integrating your WOM direct marketing campaign with traditional marketing
• Real tracking and measurement results

Download:
Ivan Palmer presentation

2:00 - 2:25
Room B

Case Study #2: The Susan G. Komen Breast Cancer Foundation: Using Viral Email to Drive Fundraising

Jim Calhoun, CEO, PopularMedia

PopularMedia has proven that viral email can be more than just cute video clips. Learn how the company motivated advaocates and boosted participation in the Susan G. Komen Cancer Foundation's 3-day events using viral email. You'll see how they used a trackable, automated system to get volunteers to email their friends, build the brand, and generate increased awareness of the cause.

Download:
Jim Calhoun presentation

2:00 - 2:25
Room C

Case Study #3: Disneyland: Behind the Magic: Consumer Engagement Initiatives

Tim O'Day, Public Relations Director, Disneyland Resort
Jeff Beringer, VP, Web Relations Group, GolinHarris

Join Tim O'Day from the Disneyland Resort and Jeff Beringer from GolinHarris as they provide a behind-the-scenes look at how the "Happiest Place on Earth" is delivering park news to a new generation of on-the-go consumers and engaging guests in new ways. You'll learn how Disneyland identified its brand evangelists and the topics they care about, how DLR built its own dedicated Consumer Evangelist team, and some of the ways the Resort has created dialogue with its audiences around the world. You'll also get an exclusive preview of some of Disneyland's new consumer engagement activities planned for 2006 and beyond.

2:00 - 2:25
Room D

Case Study #4: Sara Lee: Leveraging WOM to Fuel A Successful Product Launch

Esmee Williams, VP, Marketing, Allrecipes.com

Find out how Sara Lee spread the word about its newest bread, Soft & Smooth Made with Whole Grain White Bread to Moms, and how in turn Moms spread the word to their friends and family. Allrecipes.com and Sara Lee share their story of the innovative campaign that launched a new product for Sara Lee and generated big buzz.

Download:
Esmee Williams presentation

2:30 - 2:55
Room A

Case Study #5: Tide Coldwater: How to Take The "Low" Out of Low Engagement

Denine Harper, Senior Strategy Manager, WHITTMANHART

How do you boost engagement in a low-involvement product like laundry detergent? P&G faced this problem when it launched the Tide Coldwater product. In this case study, learn how the company built energy and buzz by getting consumers to use the product and then tell their friends about it. Discover how using a tell-a-friend strategy ultimately resulted in a million consumers opting into the program.

Download:
Denine Harper presentation

2:30 - 2:55
Room B

Case Study #6: The Learning Channel and Harvard Law School: Build Buzz and Encourage WOM Through A Microsite Campaign

Bill Hanekamp, Co-Founder & CEO, The Well Advertising

Microsites are used to create buzz, encourage word of mouth, and establish relationships with potential buyers by focusing on a specific message or product. They are quickly becoming a great equalizer for mid-sized and small companies otherwise drowned out by companies with bigger ad budgets.

• Learn what works (and what doesn't)
• Hear case studies featuring examples of both BtoC and BtoB microsites
• Discover real-world tactics for building an effective microsite campaign

Download:
Bill Hanekamp presentation

2:30 - 2:55
Room C

Case Study #7: Clorox: Drawing From the Political Model

Cynthia McCafferty, SVP, Fleishman-Hillard

Consumer brands have started using the political model of grassroots outreach to get invited and welcomed inside consumers’ homes and businesses. Learn how Fleishman-Hillard worked with Clorox to create opportunities to share information, products, and services in a way that consumers consider personal, credible, and valued.

Download:
Cynthia McCafferty presentation

2:30 - 2:55
Room D

Case Study #8: Goodyear: Connecting with Customers Using Magazines

Zvia Herrmann, VP Marketing, Car and Driver & Road & Track, Hachette Filipacchi Media

In launching their new line of Eagle tires, Goodyear went to the Car and Driver and Road & Track publications to create an integrated marketing plan. Goodyear gave actual readers the opportunity to"test drive" the Eagle tire and were able to connect with their customers, finding out their real thoughts on the new product. Those readers were then able to evangelize over the airwaves, in print and online. Discover how to develop a great marketing strategy and get your customers involved and engaged with your product .

Download:
Zvia Herrmann presentation

3:00 - 3:30

BREAK

3:30 - 3:55
Room A

Case Study #9: TiVo: Creating A Brand Ambassador Program

Jacqueline Yau, Marketing Manager, TiVo

TiVo has always had a passionate core of fans and advocates grouped around its brand. Learn how the company took consumer advocacy up to the next level and created the TiVo Ambassador program. By learning how TiVo did it, you can take this WOM technique to your company and push your brand loyalty to even greater heights.

Download:
Jacqueline Yau presentation

3:30 - 3:55
Room B

Case Study #10: KFOG Fogheads: Generating Buzz And Measurable Results

Ruth Presslaff, President, Presslaff Interactive
Jude Heller, Marketeer, KFOG Radio

Learn how one local San Francisco radio station turned to its loyal fans to generate buzz. In this case study, you'll learn how to conduct a campaign from start to finish:

• Build a database of loyal customers
• Analyze participants for the greatest buzz payoff
• Rewarding participants
• Measuring the results

Download:
Ruth Presslaff & Jude Heller presentation

3:30 - 3:55
Room C

Case Study #11: Intuit: The Internal Tipping Point

Kira Wampler, Senior Marketing Manager, Intuit
Scott Wilder, Group Manager, QuickBooks Software and Small Business Services, Intuit

Many large companies are dabbling in word of mouth concepts, but few are committing significant resources to it. This case study will provide clear examples and how-to's on evagelizing word of mouth within your company. By employing good word of mouth internally, over 100 Intuit marketers have been educated about WOM, many of whom are now weaving word of mouth principles into their traditional marketing efforts. Discover Intuit's 5 lessons learned on spreading word of mouth tactics inside your organization.

Download:
Kira Wampler & Scott Wilder presentation

3:30 - 3:55
Room D

Case Study #12: Microsoft: Tapping Into the Power of Xbox Communities

John Porcaro, Group Manager, Xbox Online Community, Microsoft

How do you build buzz for a product that sells in an ultra-competitive market? For the launch of the Xbox 360 video game console, Microsoft turned to its community of fans and advocates.

In this case study, you'll pick up tips on how to build an online community and reach out to customer evangelists, influential bloggers, and fans. Learn the right way to harness the power of this vocal community without resorting to shilling or stealth.

Download:
John Porcaro presentation

4:00 - 4:25
Room A

Case Study #13: Salesforce.com: Using Social Networking Applications to Drive WOM

Michael Walsh, CEO, Leverage Software

This case study will describe how social networking applications can be used to drive word of mouth that result in customer referrals. In this session you will learn how companies, including salesforce.com, have used business social networking applications to drive customer referrals and event attendance.

Download:
Michael Walsh presentation

4:00 - 4:25
Room B

Case Study #14: Global WOM

Xiaoyan Zhao, SVP & Director, Global Research & Consulting, GfK Roper Public Affairs and Media

While the mechanics of word of mouth may work differently from country to country, WOM is a valid concept among consumers around the world. Though the languages may be different, the motivation to spread the word is still the same. Lean about the similarities and differences when talking about WOM in Europe, Asia and around the globe. Get the most up-to-date information from the international experts.

Download:
Xiaoyan Zhao presentation

4:00 - 4:25
Room C

Case Study #15: Ohio Tobacco Use Prevention and Control Foundation: Putting Teens in Charge of a WOM Campaign to Activate Their Peers

John Bloomstrom, EVP, Manager of Influencer Marketing

In four years, teen tobacco use in Ohio has declined close to 50% because of Northlich's teen-centric word-of-mouth campaign. In this workshop you'll learn how teens shaped and spread messages with special events and viral communication techniques to build a statewide network of peer activists to successfully discourage other teens from tobacco use.

Download:
John Bloomstrom presentation

4:00 - 4:25
Room D

Case Study #16: Hefty Serve 'n Store: WOM on a Platter (Plate)

David Binkowski, Director of Online Outreach, Hass MS&L

When Hefty wanted to launch a product in a new category they turned to bloggers, online enthusiasts and influencers. Learn how to identify your target audience online to create great pre-launch buzz.

Download:
David Binkowski presentation

4:40 - 5:15

Closing Session: Future of Word of Mouth

5:15

Adjourn