Day One — Thursday, May 8
The agenda below may be subject to change. Click on course titles to see a full description.
Day One | Day Two
Let’s take a look at day two! →
Keynote - Joseph Jaffe
8:30 a.m. - 9:15 a.m.
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!
Return on Influence: Using Word of Mouth as a Measure of Advertising Effectiveness
9:15 a.m. - 10:00 a.m.
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
Case Study - OPI Cosmetics: How OPI Engaged Their Target Customers and Built a Legion of Consumer Experts and Brand Advocates
9:00 a.m. - 9:45 a.m.
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
Keynote - Carla Hendra
3:40 p.m. - 4:35 p.m.
Carla Hendra, Co-Chief Executive Officer of Ogilvy North America and Chairman of Ogilvy New York
New skills, strategies and structures are key to bridging the gap between solid marketing fundamentals and new, digitally empowered consumer behavior. And to create a lasting memorable brand experience, we have to engage our audiences in an emotionally relevant way and immerse our brands into customer communities.
Using client cases, WOMM-U keynote speaker Carla Hendra will show attendees how Ogilvy is reinventing itself to reach and engage consumers by combining traditional marketing and online efforts with consumer-driven content, social networking, and word of mouth marketing.
Hear Carla speak at WOMM=U and find out:
- How marketers are taking advantage of the opportunities arising from new ways of connecting with consumers
- How agencies are adapting to embrace and work with the opinion leaders, the trendsetters, the connectors, the mavens, and the bloggers
- How word of mouth is transforming marketing
- Why every CMO needs to evolve their view of WOMM
- How Ogilvy has embraced WOMM
Cocktails & Networking Reception at Big Fish
6:30 p.m. - 8:30 p.m.
After an intensive day of word of mouth marketing learning, WOMMA is serving up the perfect after-school special: A field trip to secret Miami hot-spot, Big Fish, which is situated along side the Miami River in a secluded, WOM-worthy location.
Join WOMMA and a couple hundred of your word of mouth marketing peers — we’d love to have you with us to indulge in one of our renowned word of mouth marketing networking excursions. Come out to Big Fish, and:
- Talk about some of WOMM-U’s Day One high-level learnings while munching, sipping, and taking in the great views of the Miami River at sunset.
- Mingle with some of WOMM’s greatest minds while nibbling on lobster and coconut skewers or enjoying a post-conference cocktail.
- Kick back, relax, and get ready for WOMM-U Day Two — where you’ll find even more great word of mouth marketing education.
Breakout Session Options
Over the course of two days, you will have the opportunity to attend six of the twelve breakout sessions described below. All twelve sessions will be available during each 30-minute time slot, so you can design your own curriculum and choose your own WOMM-U agenda!
Track One: WOMM 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?
- 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?
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:
- How do you get your community off the ground?
- How to keep community members happy and engaged?
- How do you find the platform that best meets your community needs?
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?
Tools: Speed Trials
- What are the newest, coolest tools out there?
- What are some of the shiny new things you’ve put to work for your WOM efforts?
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 Two: WOM Strategy
Selling-in Word of Mouth Programs to the CMO, the Communications Officer, and the CEO
You’ve got a great WOM program — now: - How do you get it approved?
- WOM sits at the nexus of many marcom disciplines. How do you define results that satisfy the marketers and the public relations people?
- Do you know the social media score of your own organization?
- Is it ready for the ultimate WOM program or merely a toe-in-the-water?
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.
- How can you get lots of buzz happening around your product, service or initiative quickly?
- Viral video, shareable games, contests, and sweepstakes can drive interest but what are the pitfalls?
- And when should you go for the quick hit vs. sustained WOM?
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:
- What do you need to commit too?
- How does sustainable WOM differ from quick buzz efforts?
- What internal structures need to be put in place to support WOM long-term?
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:
- How different organizations are scaling up their WOM programs beyond the high-touch, personalized approach
- The ROI answers your peers are delivering to their CEOs
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
- 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.
WOMM in Action
To participate in WOMMA’s WOMM in Action sessions, attendees will choose one of the charitable organizations listed below. (Check back soon, as we’ll be updating this list as WOMM-U approaches!) During the allotted times on the agenda, WOMM-U attendees will work together to create a unique, innovative WOMM program to help their charity of choice address current challenges without breaking the bank — and to ultimately help spread the word about the work they are doing.
This is a great opportunity to work closely with your fellow WOMM marketers and share ideas in a way that benefits one of our hand-picked nonprofit organizations! The finished, ready-to-launch WOMM in Action programs will be presented during lunch on Day Two at WOMM-U.
The Overtown Youth Center
The Overtown Youth Center is a prevention program dedicated to providing Overtown’s inner-city youth to realize their full potential by providing comprehensive educational, cultural, and recreational services in a safe environment. Working with children from grade 2 to graduation, the OYC offers in-school, after-school, weekend, and summer programs that focus on inspiring, empowering, and enriching the lives of the children it serves.
The Overtown Youth Center’s vision is to inspire, empower, and enrich the lives of their students. Their goal is to be an integral part of the community by delivering enrichment services that foster hope and promote life-long learning and success for inner-city youth and citizens. Their goal is to help build a child who is resilient. A resilient child is a child who can live in an environment that is loaded with risk factors, including drugs and crime/violence, and still have a chance at growing into a competent and productive member of society.
The Wilderness Society
The Wilderness Society’s mission is to protect wilderness and inspire Americans to care for our wild places. They bring scientific expertise, analysis, and bold advocacy to bear at the highest levels to save, protect, and restore America’s wilderness areas.
The Wilderness Society’s programs include:
- Protecting the last great American wilderness area, the Arctic Wildlife Refuge, from oil and gas drilling
- Staving off logging and road building on 58 million acres of roadless lands
- Curbing the abuse of our lands by off-road vehicle users
1Sky
Right now, across the country, scores of organizations, leaders and everyday citizens are ready to tackle global warming. The movement is building at an astonishing pace—but to bring about the truly revolutionary change that’s needed, we have to come together.
1Sky was created in 2007 to focus the power of millions of concerned Americans on a single goal: bold federal action by 2010 that can reverse global warming. The 1Sky Solutions are grounded in scientific necessity—they are the bottom line of what’s needed to dramatically reduce carbon emissions while maximizing energy efficiency, renewable energy and breakthrough technologies. They also represent significant economic promise. By pivoting to a clean energy economy, we can relieve our dependence on foreign oil, unlock the potential of sustainable industry and usher in a new era of prosperity and green jobs.
