We are still adding content to the agenda. Check back soon for updates!

WOMM-U Keynote Speakers

Joseph Jaffe, Blogger and Author of “Join the Conversation: How to Engage Marketing-weary Consumers with the Power of Community, Dialogue and Partnership”

As an author, the “Jaffe Juice” blogger and podcast producer, the Chief Interrupter of crayon, a frequent speaker, and a sought-after consultant, Joseph Jaffe wears many hats within the new marketing industry — and WOMMA is thrilled to have him join us at WOMM-U as one of our notoriously remarkable keynote speakers.

Find out:

• About the birth and rise of the conversational marketing phenomenon
• The media power-shift, and the changing roles of “the marketer” and “the consumer”
• How marketers can adapt to the new world of the internet, social media and networking, consumer generated content, blogs, and podcasts by joining the customer conversations that are already in progress
• How marketers can be invited into the conversation – instead of constantly disrupting it
• How to leverage the partnership created by conversational marketing
• What happens next?

Don’t miss your chance to hear Joseph Jaffe at WOMMA’s WOMM-U conference!

WOMM-U Big Brand Case Study Presentations

Return on Influence: Using Word of Mouth as a Measure of Advertising Effectiveness

Speakers:

• Jeffrey Graham, Executive Director of Customer Insights, the New York Times

Presenters will share recently-published findings on using word of mouth tracking to measure the effects of online and offline advertising. The presentation will highlight how one publisher, the New York Times, is using this approach to understand its audience and measure the effectiveness of campaigns in the newspaper and on its website.

Learn:

• How to use word of mouth to track online and offline marketing efforts
• How word of mouth can help you better understand your customers
• How advertisers can use display advertising to target influencers and grow advocacy for their products
• How publishers can capture value beyond branding and direct response

Marketing to Today’s Consumers: ‘Ain’t We Got Fun’

Speakers:

• Jordan Corredera, Manager of Interactive Marketing Strategy, Carnival Cruise Lines
• Ted Wright, Managing Partner, Fizz

Join presenters for an interactive discussion of Carnival Cruise Lines’s evolution from one way, push marketing strategies (which featured Kathy Lee Gifford singing “Sunny weather/All together/ Ain’t we got fun?” on T.V. ads) to insider blogs and profound word of mouth marketing campaigns.

Learn:

• How Carnival Cruise Lines has transformed the way that they communicate with consumers while increasing profits and managing the pressures of being a change-agent in a hyper competitive industry
• How Carnival influenced word of mouth in the high-talk travel category
• What WOMM techniques Carnival used to get people talking about its cruise experiences

How OPI Engaged Their Target Customers and Built a Legion of Consumer Experts and Brand Advocates

Speakers:

• Judy Stonefield, Senior Marketing Manager, OPI Cosmetics
• Fiona Pietruski, CMO, SheSpeaks

Learn from SheSpeaks and OPI Cosmetics how OPI has leveraged the SheSpeaks network to directly engage with their target customers, generate insights to enhance products and communications, and build word of mouth and brand advocacy. Using this network, OPI has successfully fielded market research and exposed consumers to new product offerings — generating word of mouth and new sales.

Learn:

• How to find and connect with female shoppers
• How to transform your target consumers into brand ambassadors who will spread the word about your products and services
• What consumers want, how they connect, and why they buy
• How to create sustained word of mouth amongst women using targeted product placement and a legion of brand ambassadors
• How you can tap into online communities to access women and develop buzz for your brand

Breakout Sessions

TRACK 1: WOM Engagement Building Blocks

Building a Complete Blog Program (One That Meets Your Business Objective)

Blogs are a great way to engage directly in a conversation and express a point of view. For brands and business, there are dozens of different ways to blog, many ways to measure success, and lots of things to put in place to make your effort successful. Join this conversation with your peers to discuss:

• Blogging best-practices
• How to tell if your blog efforts are succeeding
• What to watch out for when launching a complete blog program.

Managing Reputation at the Speed of Social Media

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.

Activating WOM in Social Networks: Beginners

We’re talking about how we are using Facebook, MySpace, Bebo, Eons, and more to spread word of mouth and connect with customers in ways they find valuable.

Let’s talk about basics:

• What can brands do in the major social networks?
• What are the ten best strategies?
• What is the best place to start?
• What do you need to know about playing by the rules of the venue?
• How can brands provide value in ways that make consumers want to opt-in?

Activating WOM in Social Networks: Advanced Social Media

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

Communities: Build, Buy or Rent?

“Communities” offer a tremendous way to bring affinity groups together and make them accessible in ways that marketers can tap into their wisdom and engage them to the point where they may start talking about a brand or topic.

Establishing and managing a community, however, is no small feat. Software and services make it seem easy, but there are hidden “soft” costs. And then there are the questions of:

All of these issues lead to the ultimate community question: What are the advantages to interacting with existing communities versus building a community of your own?

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?

Tools: Speed Trials

Join a roundtable show-and-tell to share your new WOM tool discoveries with your peers — and see what everyone else is playing with, too!

TRACK 2: WOM Strategy

Selling-in Word of Mouth Programs to the CMO, the Communications Officer, the and CEO

You’ve got a great WOM program — now: - How do you get it approved?

Learn the key ways your peers are selling-in successful WOM programs to their bosses and their clients.

Going For Big, Fast Buzz Now

Sometimes you just have to raise awareness by getting folks to talk, share, and participate … fast. But getting that big buzz ball rolling isn’t always easy.

Come talk about your experiences with the good and the bad around explosive, one-off buzz.

Building a Sustained Word of Mouth Program

Sometimes short-term buzz isn’t the answer. The tools you use to raise awareness are different from the ones you use to build a long-sustained word of mouth marketing program.

If you’re looking to build a thriving word of mouth program that grows over time:

From establishing communities and rewarding brand fans to being of-use to your customers, we’ll talk about how we are building enduring, long-lasting programs

Measurement 1: How Does WOM Scale?

Your CMO says: “If I gave you X dollars more for WOM, what would I get?”

Knowing how WOM programs scale is key to their growth and acceptance by traditional marketers. It requires a measurement discipline that becomes predictive.

Find out:

Measurement 2: Key Performance Indicators (KPIs) That Work

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?

Measurement 3: The ROI of Fans

Hear — and share! — examples of how and why marketers are increasingly able to value and disproportionately invest in their evangelists.