Keynote: David Weinberger, Blogger and Author of "Everything Is Miscellaneous: The Power of the New Digital Disorder"

• David Weinberger, Blogger and Author of "Everything Is Miscellaneous: The Power of the New Digital Disorder"

An esteemed blogger and writer, David Weinberger is a research fellow at Harvard Law School. The author of the national best-seller, "The Cluetrain Manifesto," his forthcoming book is titled "Everything Is Miscellaneous: The Power of the New Digital Disorder." Hear Weinberger, who writes for countless blogs as well as for publications as varied as Wired, Salon, and USAToday, unravel the ways in which the Internet and Web 2.0 technology are changing the way companies market themselves. Hint: It's all about relationships.

Quixtar: Joining Online Conversations About Your Brand

• Robin Luymes, PR & Publications Manager, Quixtar

In the past few years, Quixtar has learned a lot about word of mouth. It discovered, for one, that a company's reputation online isn't always the same as its reputation offline. It also realized that consumers talk to each other -- with or without you, for better or for worse. Find out how Quixtar has used the Internet to locate and overcome its reputational challenges in order to turn negative word of mouth into positive.

• Learn to engage your biggest critics
• How to use blogs to manage your brand image
• Discover online tools that will improve your offline reputation

General Mills: Using Community Outreach to Build Buzz

• David Binkowski, Vice President, Word of Mouth Marketing, Hass MS&L

Word of mouth is all about doing good things for real people. Find out how General Mills used its Hamburger Helper brand to do just that with a year-long campaign of community outreach across the United States. It gave grants of up to $15,000 to fund community service projects nationwide and, in return, benefited from a priceless volume of positive buzz. Learn how the "My Hometown Helper" campaign engaged consumers by helping them.

Square Enix: Building a Social Network for Enthusiasts

• Bob Troia, President, Affinitive

When it came time to release the eighth installment of its popular video game franchise, Dragon Quest, developer Square Enix had an important question to answer: How could it generate enthusiasm for a game that doesn't yet exist? Learn how Square Enix reinvigorated the Dragon Quest franchise with Slime Knights, a branded, enthusiast-driven social network for like-minded gamers.

• Learn to generate pre-launch buzz
• Discover creative ways to educate consumers about your product
• How to enable enthusiast conversations
• Discover unique tools for generating online and offline word of mouth

Helio: Generating Word of Mouth on College Campuses

• Gary Colen, EVP, Alloy Media + Marketing

In the world of marketing, college students are the gold standard in consumer demographics. Find out how Alloy Media + Marketing leveraged the much-coveted college market to create a campus influencer program that drove word of mouth behind the launch of Helio's youth-targeted mobile phone.

• Learn to seed products effectively with your target audience
• Discover grassroots strategies for generating campus-based word of mouth
• How to effectively train and deploy loyal brand experts
• Learn to enable peer-to-peer buzz on college campuses

The Dustbunny: Using Word of Mouth to Increase Your Net Promoter Score

• Bill Mosher, Founder/Director, Echopinion

The Dustbunny -- a spherical, hands-free sweeper vacuum -- gives modern consumers a modern way to clean. Getting those consumers to realize that, however, is easier said than done. Find out The Dustbunny's marketing partner, Echopinion, helped hone its marketing message with word of mouth research in order to improve its Net Promoter Score by 18 percentage points and -- ultimately -- spread its message of convenient cleanliness.

PETCO: Online Word of Mouth -- How It Works and How Impact Is Measured

• Sam Decker, VP, Marketing and Products, Bazaarvoice

The term "Web 2.0" encompasses multiple trends and many different technologies. Among the most interesting is user-generated content -- that is, digital content created by visitors to your site. How can you harness the power of this important data source? In this session, Bazaarvoice will showcase how PETCO is leveraging customer ratings and reviews on its website and in its online marketing campaigns.

• Learn to acquire and amplify online word of mouth
• How to measure the impact of online word of mouth
• Discover the power of Web 2.0 technology and user-generated content

Dreamfields Pasta: Using Word of Mouth to Find New Customers

• Dan Heimbrock, President, HyperDrive Interactive

The low-carb craze came and went, but some healthy food products originally positioned as low-carb have found lasting, loyal audiences. Among them is Dreamfields Pasta. Find out how this growing niche brand used word of mouth to activate its current customers and recruit new ones.

• Learn to engage loyal customers and reach recommending professionals
• Discover effective tell-a-friend strategies for turning existing customers into salespeople
• How to use word of mouth to stimulate new product trials and increase sales volume
• Learn to harness word of mouth to build a long-lasting brand

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JetBlue: Inside the Cockpit of their CrewBlue Brand Ambassador Network

• Brandon Evans, Managing Director and Partner, RepNation
• Tracy Sandford, Director of Marketing, JetBlue

College students love a bargain. It's no wonder, then, that they also love JetBlue Airways. Find out how JetBlue used word of mouth to grow its network of loyal student fans, utilizing a team of brand evangelists on college campuses nationwide. Known as the CrewBlue Campus Ambassadors, these brand advocates helped JetBlue become the premiere travel choice within the college market.

• Learn to increase brand awareness among your customers
• How to inform and educate consumers about your brand benefits
• Learn to identify, recruit, and utilize existing evangelists
• Discover unique strategies and tactics for evangelizing new customers
• Find out how to get customers talking with unique word-of-mouth-worthy events and promotions

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Tiger Beer: Collaborating with Consumers to Build Brand Content

• Darrell Jursa, Managing Partner, Liquid Intelligence

Companies can build truly rewarding relationships with their customers by engaging them in the creation of content for their brand. Learn how Tiger Beer used a concept called "Trigger Creative" -- whereby a company inspires its customers to create brand content with an initial idea, or trigger, designed to jumpstart the creative process -- to develop consumer-generated content that is both authentic and brand consistent.

• Learn to involve customers in the creation of brand content
• Discover how consumers can add new layers to existing brand messages
• How to use content creation to build long-term relationships with your customers
• Why trigger creative is win-win for both consumers and companies

MINI: Using Great Creative to Galvanize Your Brand Community

• David Rabjohns, President, MotiveQuest

Today, MINI is at the forefront of using Web 2.0 principles to enrich the brand experience for its rabid community of brand enthusiasts. In 2006, it decided to study, track, and react to the constantly evolving dynamic of its online community. Learn the lessons that MINI learned in more than year of analyzing online communities.

• Learn to sustain and improve positive community experiences online
• Discover key metrics for determining the health of online communities
• How to identify the communal currency that drives your online community
• Learn to strategically use great creative in order to keep your community engaged and interacting during periods of little brand news
• How to make your creative nimble and responsive to the whims of your brand community

Jaguar: Using Online and Offline Word of Mouth to Build a Brand

• Ryan Berger, Creative Director, Buzz, Euro RSCG

When it came time to differentiate itself from other car brands, Jaguar made an important decision: to stop behaving like a car company and start behaving like a luxury brand. Learn how Jaguar separated itself within a category of advertisers -- all talking to consumers in the same way, with the same tone, and in the same cookie-cutter ads -- in order to break away from the clutter and act more like Gucci than Lexus.

• Learn to create offline buzz by engaging influencers
• Learn how a luxury brand behaves
• Learn to do more for your brand with less
• How to use word of mouth online and offline to build your brand
• Why breaking the rules might be the smartest thing you do

LEGO: Using Blogs to Speak With -- Not At -- Your Customers

• Bill Thompson, SVP, Sales &s Marketing, Informative

Do you have a blog? If so, is it working? Unfortunately, many blogs aren't. That's because many marketers mistakenly treat blogs as static, one-way communications when in fact they should be treated as places to build dynamic networks of engaged customers. Find out how LEGO reset the needle on its own blog from "send" to "engage" in order to increase readership and stimulate repeat visits.

• Learn to engage your customers in two-way conversations on your blog
• How to refine your blog and other branded content based on customer feedback
• Learn to measure reader response on your blog
• How to use analytics in order to build a clear reader profile for your blog.

Plant-It 2020: Giving and Receiving in Second Life

• Rob Key, CEO, Converseon

Online communities have their own distinct cultures and ethos. Entering them as a third-party marketer can therefore be challenging, if not downright disastrous. For companies that do their homework, however, online communities offer many rewards. Learn how reforestation advocate Plant-It 2020 successfully used a "karmic communication" philosophy -- give and you shall receive -- within Second Life to generate positive word of mouth and reap the fruits of its online labors.

• Learn to do business in online communities and other collaborative environments
• Find out why overtly commercial campaigns often fail in online communities
• How to do real good in a virtual world
• Learn to generate positive word of mouth with positive actions

Fiskars: Starting a Brand Ambassador Movement

• Virginia Miracle, Director of Word of Mouth, Brains on Fire
• Suzanne Fanning, Senior Manager of Public Relations, Fiskars

Scissors are scissors, right? Wrong. Find out how Fiskars -- makers of the famous orange-handled scissors -- created a competitive brand identity by building a community of passionate customers and enthusiastic advocates, known as the Fiskateers.

• Learn to find your most passionate customers
• Discover the tools you need to build a truly enthusiastic community of fans
• How to enable conversations
• Learn to listen to what your customers are saying
• How to turn your customers into brand marketers

O, The Oprah Magazine: Driving Brand Advocacy with Special Events

• Stefanie Manning, Associate Publisher of Marketing, O, The Oprah Magazine
• Laura Shuler, Chief Strategy Officer, President US, Jack Morton Worldwide

Oprah Winfrey isn't just famous for giving her viewers free cars. She's also famous for her keen brand marketing sense, which has helped her attract a large and loyal following of avid fans. Learn how senior executives at O, The Oprah Magazine, leveraged the power of the Oprah fan base to build O You!, a one-day event for readers -- featuring inspirational learning, big-name speakers, and sponsored activities -- that resulted in a stronger community of customers, new opportunities for advertisers, and a long-lasting wave of word of mouth for the O Magazine brand.

• See word of mouth results -- presented for the first time in public -- from the O You! campaign
• Learn to evangelize customers and vendors alike with unique events and gatherings
• How to make your customers feel special
• Discover new, buzz-worthy ways to spark positive conversations

Intuit: Getting Your "Inner Circle" to Talk

• Christine Morrison, Manager, Turbo Tax Inner Circle, Intuit

Taxes may not be the sexiest topic of conversation, but for Intuit, maker of TurboTax, they're the most important. Learn how Intuit engaged its most influential customers -- known as the TurboTax Inner Circle -- to turn them from passive promoters into active evangelists.

• Learn to engage your customers in new product development
• How to get consumers excited about your brand
• Learn what makes evangelists special
• Discover which approaches and strategies work best

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Cold Stone Creamery: Using PR as an Integrated Marketing Tool

• Jami Clark, Sr. Manager, Public Relations, Cold Stone Creamery

Cold Stone Creamery believes in the power of public relations. Find out how the company has used PR as part of several creative word of mouth marketing campaigns to drive consumer conversations and, ultimately, build sales.

• Learn to use local media outlets to generate buzz
• How to do PR on sites like MySpace and YouTube
• Understand your target audience
• Discover strategies for motivating your customers
• How to create compelling messages

Nintendo: Translating Corporate Vision Into Consumer Benefit Via WOM

• Stephen Jones, Executive Vice President, GolinHarris
• Perrin Kaplan, VP of Marketing and Coporate Affairs, Nintendo of America

Nintendo had a compelling vision of bringing gaming to the masses, complete with a business theory and model to back it up. The challenge was converting its revolutionary thought leadership to a value proposition that made sense for both longtime Nintendo loyalists and untapped expanded consumer audiences. Nintendo deployed a series of word of mouth marketing activities to help consumers understand and embrace the corporate vision as evidenced through Nintendo’s video game products and games. From viral videos to social networking, learn how to create a product-based WOMM campaign that drives corporate reputation.

• Learn to build interest and advocacy around a new product launch
• How to create a comprehensive word of mouth campaign strategy
• Learn to use and integrate buzz, consumer-generated media, social networking
• Discover how to give your word of mouth efforts legs and longevity
• How to measure your word of mouth ROI

TheFind.com: Tapping into the Web's Power Influencers -- Women

• Jory Des Jardins, President, Business Development & Alliances, BlogHer
• Larisa Hall, VP, Marketing, TheFind.com

It makes perfect sense that women bloggers are the web's most powerful influencers. After all, bloggers are word-of-mouth machines and women are responsible for most household purchases. It's only recently, however, that marketers are learning to effectively tap into this influence. As the media landscape shifts, so do the traditional ways of reaching women. Learn how shopping search engine TheFind.com targeted women in a recent online campaign to yield new users, good will, and the creme de la creme of user-generated outcomes -- positive blog press.

• Learn campaign strategies that work with women
• Discover techniques for cutting through promotional clutter online
• How to create branded content, surveys, and sponsored blogs for a female audience
• How to establish and maintain editorial quality online
• Discover strategies for building relationships with both advertisers and bloggers
• Get the tools and techniques you need to measure influence online

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Coca-Cola: Word of Mouth Marketing at Coca-Cola North America: 12-Month Update

• Coca-Cola North America Word of Mouth Marketing Team

See what the folks at Coca-Cola have been doing in the last year to strengthen their word of mouth efforts. The word of mouth marketing team from Coca-Cola North America will give insight into some of their most exciting word of mouth marketing programs to-date, including an in-depth look at how they arrived at definitions and how their strategy was formed. The speakers will explore a handful of their pilot programs covering objectives, current status as they arrive at the 12-month marker, and what their next steps are into the future.

CASA: Honing Refer-A-Friend Word of Mouth Tactics in a Not-for-Profit Setting

• Steve Bryant, President, Seattle, Publicis Consultants, PR
• Jim Clune, Chief Communications Officer, Court Appointed Special Advocates (CASA)

CASA (Court Appointed Special Advocates) is a charity dedicated to serving abused and neglected children who end up in the foster care system and need safe permanent homes in which to thrive. In two pilot markets (San Francisco and Chicago) CASA is using online and offline tactics, including incentive promotions, to make it as easy as possible for its volunteer advocates to activate their personal networks, spread the word, and get more people involved.

Tabasco: Spicing Up Word of Mouth with Tabasco

• Art Muldoon, SVP Client Services, BzzAgent
• Kim Dewbre, Account Director, TracyLocke
• Jan Carroll, Brand Manager, McIlhenny Company (Tabasco)

This session is the industry's first public presentation on how an advertising agency employed the media services of a word of mouth network to stimulate trial of a new product from one of America's most beloved brands: Tabasco. Presenters from the agency, consumer network, and brand will discuss the distinct role each played in the word of mouth value chain. The group will talk about campaign strategy, goals and preliminary results for this live campaign.

Yahoo!: Doritos Crash the Super Bowl Contest with Yahoo! Video and Jumpcut

• Ryan Rigoli, Director of Marketing, Yahoo! Search and Social Media

If you saw the "Big Game" this year, you may have been one of the 90 million people who watched the first ever user-generated Super Bowl commercials. The two Doritos ads that aired during the game were created by Yahoo! and Jumpcut's very own users -- participants in Doritos' user-generated video contest. The contest received over 1,000 video submissions and generated nearly 4 million views. The success of this campaign was in large part due to the word of mouth marketing done by the participants themselves. This session will explore how Yahoo! and Jumpcut created a word of mouth campaign with built in viral marketing potential.

Flying Dog Brewery: Leveraging Your Brand's Intrinsic Values

• Owen Mack, Co-Founder, coBRANDiT
• Neal Stewart, Director of Marketing, Flying Dog Brewery

Flying Dog Brewery and coBRANDiT have teamed up to produce a marketing campaign which features brewery workers, personnel, and eventually consumers in a series of web videos, print ads, and other elements designed to demonstrate the gonzo Flying Dog ethos and lifestyle. This panel will provide client-side insight into running a social media/WOM program on a limited budget and will present an early stages overview of Flying Dog's strategy and methods.