WOMM-U 2009

Evaluating the Social Media Toolbox
Blake Cahill, Senior Vice President of Marketing, Visible Technologies
Chris Bowler, Vice President: Social Media Lead, Razorfish

Twitter, Flickr, YouTube, BeBo, Facebook, and whatever else has gone live while we have written this blurb – what is the difference between them? What will work best for my brand or campaign?

This discussion will lay out the differences and benefits of the most trafficked social network sites. Participants are encouraged to discuss their specific campaigns members shares stories about the pros and cons of the various sites.

Managing Reputation at the Speed of Social Media
Stacy Debroff, Chief Executive Officer, Mom Central Consulting
Erin Byrne, Managing Director, Interactive, Burson Marsteller

Word of mouth spreads like wildfire in today’s video-fueled, instantly blogged, and hyper-networked world. Today, search engines and YouTube have more to do with managing your organization’s reputation than traditional media. From "putting good will in the bank" to responding to crisis -- spend time with your peers talking about what they do to leverage social media as an effective reputation management tool.

Optimizing your Twitter Efforts
Julio Fernandez, Global Search & Social Media Strategist, Global Strategies International -- Senior Partner, Enterprise SEO, Neo@Ogilvy
Warren Sukernek, Director of Content Marketing, Radian6

Everyone seems to be doing it but what the heck is
Twitter really and how do I optimize the Twitter efforts of my brand or ever myself?

Lead by a long time Twit, you will walk away from this discussion with specific actions you can take to start, refine and make more effective your Twitter efforts.

Activating WOM in Social Networks: Advanced Social Media
Bonin Bough, Global Director of Digital and Social Media, PepsiCo
Jackie Reau, Chief Executive Officer and Co-Founder, Game Day Communications

You’ve designed your Facebook applications, created a page for your brand within several social networks, tapped into Sermo and Gather ... Now what?

- How do you go beyond initial try-and-learn programs and begin to move towards using social networks more strategically?
- How are we measuring success?
- What are the performance indicators that matter?

This is a great opportunity to talk with your peers about taking that next big step into social media. What have they tried that has been successful, and what lessons have they learned so far?

Finding Influencers that are Really Influential
Brad Fay, Chief Operating Officer, Keller Fay Group
Jason Anello, Ideologist, Yahoo!’s Buzz Marketing Group

Activating influential consumers is a main goal of a word of mouth program. In order to activate them you have to find them first. Successful online and offline campaigns look for an influencer who is going to spread word of mouth about your brand and the values your brand stands for. “Staffing” this position, whether on a paid or voluntary basis is a completely different task than any other role you’ll need to fill. Learn tricks and tips for this crucial aspect of a WOMM campaign from some of the best in the business.

Blowing Chunks with John & Ted
John Moore, Marketing Medic, Brand Autopsy
Ted Wright, Founder, Fizz

You can learn a lot by studying a train wreck. On this panel we will do just that, take online and offline WOMM programs that “blew chunks” discuss what didn’t work and suggest ways that things could have been better. We will name names, tell stories and give you in the inside scoop probably starting with programs that we have worked on. Cocktails will be served.

Injecting Mobile WOM into Your WOM Marketing Plan
Jeff Lee, President, Distributive Networks
Brad Carsten, Senior Partner/Creative Director, Javelin

Learn :

• The key components of a successful mobile word of mouth marketing campaign
• Which elements are critical to make mobile WOM success a sure thing
• How to build a business on word of mouth

Year 3-5 of your WOMM Program
Chris Aarons, Co-Founder and Chief Executive Office, Buzz Corps
Geno Church, WOM Guru, Brains on Fire

You are done with your first or second year of your WOMM program. You are getting good results. Now what? This discussion will center on years 3 through 5 of a WOMM program and addresses issues of scale, optimal message refresh rate, online and offline tactics that work, influencer burnout and expanding into new target groups.

Measurement 1: Key Performance Indicators (KPIs) That Work
Steve McLaughlin,Director of Analytics, BzzAgent
Leslie Forde, Vice President of Strategy and Partnerships, Communispace Corporation

KPIs that actually work will earn you respect -- and not laughter -- from the C-suite.

While WOMMA continues its work in developing measurement standards for WOMM, what are word of mouth marketers using in the meantime? What are the metrics that are patching you through? How do you measure both online and offline efforts?

Measurement 2: The ROI of Fans
John Goodman, Vice Chairman, Tarp Worldwide
Sam Decker, Chief Marketing Officer, Bazaarvoice

- What is the value of one satisfied customer?
- How about one evangelist?
- One detractor? Hear -- and share! -- examples of how and why marketers are increasingly able to value and disproportionately invest in their evangelists.