Live VideoAgenda







 
   
7:00 a.m. -
8:00 a.m.
Breakfast
 
 
8:00 a.m. -
8:30 a.m.
Welcome & Introduction: Day 2
John Bell, Managing Director, 360° Digital Influence
 
 
8:30 a.m. -
9:15 a.m.
A Marketer’s Dilemma: MySpace or Facebook? Or Both?
Moderator: David Berkowitz, Director of Emerging Media & Client Strategy, 360i
Heidi Browning, Senior Vice President, Insight & Planning, MySpace
Chris Pan, Head of Brand Solutions, Facebook

The world’s two largest social networks, MySpace and Facebook, attract over 130-million users monthly. Thus the question has changed from “IF” you should use MySpace or Facebook to reach your customers to “HOW.” How can attention, affinity, and action happen best on each site? How do marketing messages spread differently between the two? How best to monitor and measure a brand’s performance on each site? Expect immediate takeaways because those questions and more will be answered in this important session featuring senior-level executives from MySpace and Facebook.
 
 
9:15 a.m. -
10:00 a.m.
Disney: Lessons Learned Using Social Media
Duncan Wardle, Vice President, Global PR Integration & WDW PR, Disney Destinations

Influencer Marketing. Social Network Marketing. Evangelical Customer Outreach. Disney has done it all in the disciplines of offline and online word of mouth marketing. Duncan Wardle, Disney Destinations VP, will present multiple best practice case studies outlining Disney’s digital word of mouth marketing programs. You’ll learn how Disney structures its programs and hear in-the-trenches lessons Disney learned from translating their offline marketing prowess to the online world. Duncan will also address how Disney is deepening its relationship with Mommy bloggers. No matter how advanced or inexperienced your company is in using digital word of marketing, you are certain to learn something worthwhile from Disney’s doings.

 
 
10:00 a.m. -
10:20 a.m.
Coffee Break
 
 
10:20 a.m. -
11:05 a.m.
Breakout Sessions (Click Here to View Sessions)

 
 
11:25 a.m. -
12:10 p.m.
Breakout Sessions (Click Here to View Sessions)
 
 
12:30 p.m. -
1:30 p.m.
Lunch
 
 
1:50 p.m. -
2:35 p.m.
Wal-Mart: How 1 Evangelist and 11 Moms are Impacting Wal-Mart through WOMM and Social Media
John Andrews, Emerging Media Senior Manager, Walmart

Imagine the difficulty selling-in WOMM and Social Media programs at the world’s largest public company. That responsibility rests with John Andres, Wal-Mart’s Sr. Manager of Emerging Media. While many WOMM brand marketers are busy training their organizations to adopt Social Media while creating effective programs, John is also training the whole Wal-Mart eco-system from partners and suppliers to Wal-Mart, itself. What’s worked? What hasn’t? What will Wal-Mart try next? You’ll learn all answers to those questions. And, you’ll get insider knowledge on “Eleven Moms,” Wal-Mart’s signature online WOMM program from two of the blogging Moms.
 
 
2:35 p.m. -
3:20 p.m.
Texas Instruments: Bringing Innovative WOM Programming to the B2B Environment
Kathryn Collins, Director, Corporate Communications, Texas Instruments
Jeff Beringer, Senior Vice President, Digital Practice Lead, GolinHarris

Texas Instruments (TI) has a 75-year record of innovation with technology. Over the past 18-months, the company has been focused on innovating its communications function from the ground up. Today, TI engineers rely on word of mouth to develop new products, to troubleshoot technologies, and to share their successes within the company. Discover how TI, working with an agency partner, GolinHarris, reconfigured its approach to marketing by developing worthwhile relationships with important customers and influential voices online.
 
 
3:20 p.m. -
4:05 p.m.
FTC Guidelines: Ethics, Endorsements & Your Next WOMM Program
Paul Rand, President, Zocalo Group
Tony DiResta, Attorney, Reed Smith LLP

The Federal Trade Commission (FTC) recently proposed new guidelines to address endorsements and testimonials used in traditional media and emerging media such as Blogs, Twitter, and Facebook. The proposed guidelines are intended to prevent misleading and untruthful endorsements from advertisers and bloggers. Paul Rand, WOMMA’s Ethics Chair, and Anthony DiResta, former regional FTC Director, will lead an important conversation on how the proposed FTC guidelines affect offline and online word of mouth programming. Additionally, this session will focus on the updated WOMMA Ethics Code and how it aligns with the FTC’s proposed guidelines. (Click here to learn more about the WOMMA Ethics Code.)
 
 
4:05 p.m. -
4:35 p.m.
WOMM-U Wrap-Up  


Breakout Sessions
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.

 


Day One
Day Two