Speakers:
Anthony Diresta, Partner, Winston & Strawn
Rich Cleland, Senior Attorney, FTC
Keith Trivitt, Associate Director & Head Speechwriter, PR Society of America
Joe Chernov, Director of Content, Eloqua
Description:
The goal of this webinar is to make you aware of the initiative by the FTC and the impact it could have on your marketing practices. Topics will include the emerging technologies and the challenges they present for disclosure, the commentary and concerns provided to the FTC about disclosing information on these emerging technologies, and the plans of the FTC to update the guidance.
Speakers:
Ekaterina Walter, Social Media Strategist at Intel
Key Takeaways
* Creative customer engagement strategies and tactics using Facebook marketing
* The importance of effective engagement news feed optimization
* How to use Facebook to increase your brand visibility
* Scaling Social Media to match your growing fan base with your business goals
Speakers:
Linda A. Goldstein, Chair, Advertising Division, Manatt
Key Takeaways
* Demystifyng the facebook rules. Learn the tips and tricks for conducting a compliant facebook sweepstakes
* Social meets mobile. Understanding the legal challenge of a Foursquare promotion
* What special rules and considerations apply to social media sweeps
* Risk mitigation. What steps can you take to prevent your promotion going awry
* User generated content games- a practical checklist and submission guidelines designed to mitigate risk
Speakers:
Jim Rudden, CMO, Spredfast
Jordan Viator, Dir. Social Media, Spredfast
Key Takeaways
* The 6 most important social objectives
* Tying social in with existing goals
* Turn-key ready social tactics
* Real examples of how companies have used these tactics
Key Takeaways
* Create a strategic plan and set objectives
* Optimize the entry process
* Utilizing a mix of social media, public relations and traditional
* Choose the right partner
Speakers:
Allen Bonde, Co- founder & CMO, Offerpop
Key Takeaways
* Key differences between traditional and social media
* The role of storytelling and social gestures
* The three stages of social campaigns
* An overview of the vendor landscape
Speakers:
Peter Pitts, Senior Partner, Director Global Regulatory and Health Policy at Porter Novelli
Brad B. McCormick, EVP, Global Digital Director at Porter Novelli
Key Takeaways
* Which Facebook pages are affected/unaffected by this policy change
* Why this policy is happening
* The pros/cons as a result of this policy change
* How to plan for the future of open commenting
Speaker:
Graeme Hutton, Director of Consumer Insights, Universal McCann, New York
Key Takeaways
* Learn the link between Sony Electronics’ media spend and its word of mouth
* How competitive advertising activity can also erode potential brand mentions
* How establishing communications planning guidelines improves advertising’s relevance and connection with consumers
Speakers:
Mark Kovscek, SVP of Enterprise Analytics, Converseon
Mark is an 18 year analytic veteran with experience across the business enterprise. Mark has delivered complex analytic solutions spanning diverse functions such as market research, supply chain management, communications planning and CRM.
Description:
How social media analytics can create value in an organization. Mark Kovscek, SVP of Enterprise Analytics, Converseon, will focus on the use cases for social media intelligence and the tools and solutions to create enterprise value.
Key Takeaways
* Social media has value across the enterprise. What is the emergent use of social media intelligence and enterprise analytics?
* A common measurement framework accelerates the value of social media intelligence. What are the KPIs that manage and extend the value of social media?
* A strong connection to market research extends the value of social media intelligence. How do you connect social media to market research?
Speakers:
Pete Blackshaw, Global Head of Digital Marketing & Social Media Marketing & Consumer Communication, Nestle, Ltd.
Frank Eliason, Senior Vice President of Social Media, Citibank
Description:
In this webinar, you will hear from two powerhouse experts, Pete Blackshaw of Nestle and Frank Eliason of Citibank, on the convergence of Customer Care and Word of Mouth Marketing. Pete and Frank will share perspectives along with real-world examples of what Customer Care and Marketing can learn from each other, where the opportunities exist for collaboration and how to make this convergence happen at your company.
Key takeaways
1. Actionable advocacy measurement ideas to implement.
2. Link brand health to sales impact, uncovering the true value of the social media.
3. Differences and complementary nature of prompted and unprompted customer advocacy.
Speaker: Steve McLaughlin, VP of Analytics, BzzAgent
& Malcolm Faulds, SVP Marketing, BzzAgent
This webinar is not just another theoretical discussion; we will share case studies of the practices we use to determine the sales impact and ROI of social media. This will be an interactive session so bring your questions!
Key takeaways
1. What are the two career paths of the Corporate Social Strategist?
2. How can I develop scalable social business programs?
3. What should I be investing in for 2011?
Speaker: John Havens, EVP, Social Media , Porter Novelli
Emerging tools employing facial-recognition technology will let you point your smartphone in people’s direction and see information about them to help you ‘pre-screen your life’. At business conferences, pan your phone left to right to see virtual icons pop up for only the people you want to meet. At the bar that night, do the same for people you want to date. During the day, benefit from your check-ins by demonstrating brand loyalty via numerous LBS oriented apps.
Speaker: Jeremiah Owyang, Partner, Altimeter Group
Speaker Bio:
Jeremiah Owyang is an influential thought leader on web strategy, interactive marketing, and social technologies.
He is experienced with emerging technologies that stem from the brand side, agency side, and industry analyst
perspective. An accomplished speaker, Jeremiah has spoken all over the US as well as Asia and Europe and keynoted
at prominent industry conferences including Internet Strategy Forum, Web 2.0 Expo, and SXSW.
Key takeaways
1. What are the two career paths of the Corporate Social Strategist?
2. How can I develop scalable social business programs?
3. What should I be investing in for 2011?
Key takeaways
1. Estimate the percentage of customers derived from WOM
2. Pay attention to traditional generators of WOM
3. Educate CMOs on the value of WOM vs. traditional advertising and promotions
4. Rethink the range of events that generate WOM
5. rethink the lifetime value of a customer
Speakers: Annie Pettit, PhD, Chief Research Officer of Conversition Strategies and
Dan Gallahger, Senior Vice President of Waggener Edstrom as they present the following studies:
Social media data has taken the market research world by storm, particularly influencing how we incorporate traditional surveys and
focus groups into the research mix. In this presentation, Conversition will demonstrate how social media research works and focus
in on some of the interesting word of mouth campaigns that have succeeded, or failed. This study will also share some proposed best
practices for this very controversial method of research.
Speakers: Brad Fay, COO, The Keller Fay Group and
Dr.Walter Carl, Chief Research Officer, ChatThreads and co-chair of WOMMA's Research & Measurement Council
Brad Fay and Walter Carl will provide an introduction to WOM measurement, types of metrics, key considerations and offline versus
online WOM explained.
Key Takeaways:
- Key elements of successful WOM measurement
- Explanation and overview of WOM Research
- WOM measurement best practices
- Considerations of online vs offline WOM?
Speakers: Peter Oxley, CEO Rewardstream, Bill Hanifin, Hanifin Loyalty, and Doug Scrymgeour, Sr. VP, Marketing & Business Development Kiwi Collection
Key Takeaways:
- How changing consumer purchase decision making is impacting marketers challenged with acquiring new business
- Real world lessons learned from Kiwi Collection on how they are utilizing referral and recommendation marketing to engage
customers in trust-based conversations with their personal networks to fuel growth
Speaker: Peter Storck, SVP Marketing and Analytics, House Party
Peter Storck provides an introduction to the WOM marketing industry, the impact of WOM on the marketing industry and the types of
WOM companies engaging in driving consumers to spread the word.
Key Takeaways:
- Key elements of a successful WOM program
- Overview of the various types of program (Viral, Community, Grassroots, Influencer, etc.)
- WOM strategies and best practices
- Effectiveness of WOM campaigns
- Ethical issues in WOM
- Trends in WOM - who’s doing it and how much?
Moderator: Tony DiResta, WOMMA Legal Counsel & Partner at Manatt, Phelps & Phillips
Speaker: Manas Mohapatra, Attorney, Division of Privacy and Identity Protection, FTC
With more than 500 million users and growing, Facebook is the single-most important social media platform for marketers and business owners to understand and leverage.
Key Learnings:
• Understand Section 5 of the FTC Act's relevance to privacy issues
• Know which privacy issues to consider when utilizing social networks for marketing campaigns
• Overview of the background on the "Exploring Privacy" Roundtable Series
With more than 500 million users and growing, Facebook is the single-most important social media platform for marketers and business owners to understand and leverage.
You’ll learn:
• How to optimize your profile picture, tabs and calendar
• 5 most effective ways to engage your fans
• How to hypertarget your perfect customers using Facebook Ads
• What recent Facebook changes mean for your business
In the world of business, word of mouth is the pinnacle of success – individuals spreading the word about your product or service without incentive or reward – what most of us aim to achieve, right?
Key Takeaways:
• Understand why influencers lend themselves so well to the product development process
• Learn how influencers can be leveraged within the product development cycle
• Glimpse how leading companies are pioneering this new approach in word-of-mouth
• Discover the pitfalls that every marketer should be aware of as they venture into this new world of influencer innovation
Speakers: Rachael Falk, Legal Counsel, Telstra Dispute Resolution Group
Rachael has a background in Litigation and IP/commercial law that has included secondments with two major telecommunications companies both in Australia and in London. Rachael is Telstra’s Lead Legal advisor on social media issues and is responsible for providing legal advice, strategy and training for Telstra’s social media marketing programs, campaigns and corporate websites. Rachael was instrumental in developing Telstra’s own internal Social Media Guidelines and training for approximately 38,000 employees.
Speakers: Rob Fuggetta, Founder/CEO, Zuberance, Augie Ray, Senior Analyst of Social Computing, Forrester
Millions of Facebook members are "liking" brands or products via Facebook's ubiquitous "I Like" widget. But as Forrester pointed out recently, Facebook fans have no intrinsic business value unless companies do something with them.
In this informative webinar, you'll learn how to turn Facebook fans and other engaged consumers on Twitter and elsewhere into raging Brand Advocates who will spread positive Word of Mouth and drive qualified leads and sales.
Speaker: Antony Mayfield, Senior Vice President of Social Media, iCrossing
What happens when someone puts your name into Google? Or Facebook? If you don’t know, it’s time you found out, and discovered your Web shadow. Your Web shadow is the mark you make on the Web, the trace of you that people can see there. It is the sum of your online presence.
Social networking on the Web has vastly increased the amount of information available for nearly anyone to see — from your favorite movies to what others are saying about your company.
In this webinar, Antony Mayfield will take you through the history of the social media revolution, how social media has plays into our relationships, and how it has changed the way we organize ourselves. Other webinar highlights will include understanding how what’s said about you on the Web can affect your business:
• Developing a personal plan for managing your online reputation in social networks and beyond
• Creating new career and business opportunities by taking part in social networks and other online communities
• Protecting yourself against identity theft, account hijacking, and cyber-bullying
WOMMA, the Better Business Bureau (BBB) and the National Advertising Review Council (NARC) presented a three-part webinar series titled Compliant and Successful: Aligning Marketing and Legal Around Word of Mouth and Social Media.
Today’s social media environment is forcing even the most progressive companies to re-think how to meet changing legal/regulatory requirements while addressing the real time needs of their customers and consumers.
For many companies, establishing best practices, policies and protocols are lagging in the wake of the consumer controlled social web. With an emphasis on building better legal frameworks, communication policy governance, regulatory guidance leadership, and good decision making in social marketing environments, experts from each of the three organizations shared tactics and techniques on how to best manage, adapt to and meet the challenges of today’s ever shifting marketing landscape.
Speakers: Pete Blackshaw, EVP of Digital Strategic Services, NM Incite, a Nielsen/McKinsey Company Tony DiResta, Partner, Manatt, Phelps & Phillips, LLP, General Counsel, WOMMA Wayne J. Keeley, Director of the Children's Advertising Review Unit, Better Business Bureaus Peter Marinello, Vice President, CBBB Director, Electronic Retailing Self-Regulation Program Paul Rand, President and CEO Zócalo Group President, WOMMA Angela Tiffin, Senior Staff Attorney, Children's Advertising Review Unit, Better Business Bureaus
One of the biggest challenges interactive marketers face is putting a dollar value on the exposure and engagement generated by their social media campaigns. By applying proven, predictive customer experience analytics to measure the impact and attitudinal influence of social media, marketers can quantify the causal effect on customer behaviors that drive purchase and ROI.
This webinar will teach you:
• Latest satisfaction scores for key social media sites from the American Customer Satisfaction Index
• How to link satisfaction, purchase intent and actual purchase for site visitors who use social media • How to profile personas of your site visitors including social media usage
• How to quantify the dollar value of your social media initiatives • How to compare social media fans against your website visitors in terms of satisfaction, purchase intent and word of-mouth recommendation
Speaker:
Larry Freed, President & CEO, ForeSee Results
What are the secrets to spreading news about your services like wild fire? How can your products become a global phenomenon? What research supports word of mouth marketing methodologies & claims? Learn three things you can do right away, & three mistakes to avoid.
• This 60-minute webinar will cover practical knowledge on:
• The power of influencers: Why incentivizing brand advocates within your customer community increases the effectiveness of word-of-mouth marketing programs by as much as 50 percent
• First-mover advantage: How establishing a customer community swiftly earns you significant competitive advantage within your industry
Sales acceleration with high ROI: Which mechanisms maximize your returns in the form of qualified leads & sales from your interactive web investments
Speaker:
Michael Wu - Principal Scientist of Analytics, Lithium Technologies
Phil Soffer – VP Product Marketing, Lithium Technologies
With the increase of Facebook fan pages and company Twitter profiles, many consumers are beginning to think of brands as “friends,” placing a new pressure on companies to maintain constant contact and establish a consistent voice. However, according to a new study from marketing firm Digital Brand Expressions, while 78% of corporate respondents say their company is using social media, only 41% say they have a strategic plan in place to guide such activity. For firms that do have a strategic plan in place, only 29% reported distributing policies and/or communications protocols to employees via social channels.
Speaker:
Joel R. Johnson, SVP Integrated Planning Director, Porter Novelli
Marketers may spend millions of dollars on traditional advertising campaigns, but often what really makes up the consumers mind is word of mouth, or a recommendation from a trusted source. WOM is now the primary factor behind 20-50% of all purchasing decisions, and it’s influence is expected to grow along with the growing digital communication sphere. As marketers come to recognize WOM’s growing importance, knowing how to manage and measure its impact is essential.
Speakers: Jonathan Doogan, Associate Principal, Mckinsey & Company
Ole Jørgen Vetvik, Principal, Mckinsey & Company
Did you know Nielson reported a 700% increase in time that people spent on Facebook in 2009 compared to 2008? With reported averages ranging from 4 to 5.75 hours a day for the 50% of total users that login daily – there is no question that Facebook presents marketing opportunities to those willing and ready to engage. From the fundamentals to advanced applications and advertising tips, Jason Cormier, CoFounder of Room 214, will outline multiple practices for leveraging Facebook to your marketing advantage.
Listening is Marketing’s Biggest Opportunity
The single biggest opportunity in the history of consumer marketer lays dormant for most brands — LISTENING! Smart brands are listening to the unfiltered conversations customers are having online and offline about products and services. The smartest brands are responding to these naturally occurring conversations for a variety of purposes, including finding new customers, creating new products, and improving customer service. Learn as the Advertising Retail Research Federation and WOMMA share case studies and best practice advice on how brand can best to listen, learn, and respond to customer conversations about products and services.
A Crash Course in Listening
The ARF Listening Playbook is being hailed as “essential reading for listening novices as well as experts.” Author Steve Rappaport will take us through the four questions marketers and advertisers are asking about this emerging discipline: what is listening, how do brands use it, how is it done, and where is it going?” Based on over 35 case studies, we will learn from the facts, not the hype.
Presenter: Steve Rappaport, ARF Knowledge Solutions Director Moderator: John Moore, WOMMA's WOM Enthusiast
We've got a great webinar today on how and why you should convert your online press room into a social media newsroom. Join us as David Patton, VP & Editor in Chief, WE Studio, discusses why the social media newsroom is more than just a destination.
Speakers:
• David Patton, Editor in Chief, Waggener Edstrom
Join us as John Havens, VP of Social Media, Porter Novelli, discusses the implications of Augmented Reality and how it will affect the future of marketing and advertising.
Speakers:
• John C. Havens, VP of Social Media, Porter Novelli
The Internet has added new ways for companies to listen, augmenting surveys, focus groups, and other traditional market research. As a result, Listening has become the foundation of all social media success. This vast, unstructured, unprompted online conversation is a powerfully rich source of meaningful insights, intelligence, and information that can infuse across the entire organization for sustainable competitive advantage. This webinar will focus on the next generation of Listening (or Listening 2.0) and the critical layer of human interaction required to obtain deeper insights and actionable analysis.
Speakers:
• Rob Key, CEO, Converseon
• Dr. Walter Carl, Founder and Chief Research Officer, ChatThreads,
• Jeff Zabin: CEO and Research Director, Gleanster
• Pauline Ores, Market Insights, Principal Consultant Social Insights Practice, IBM Corporation
Facebook Fan Pages are all the rage-but the question remains: How can you use Facebook Fan Pages to form deeper connections with your customers and grow your business. In this webinar, we'll be looking at how the best companies use their Facebook Pages for customer service, marketing, focus groups, and customer relations. You'll learn how you can use the latest and greatest tools to enhance the functionality of your fan page, and to make it an essential part of your marketing strategy.
Speakers:
Dave Kerpen, CEO, the Kbuzz
Carrie Kerpen, Queen Bee, the Kbuzz
While the FTC Guidelines on Endorsements and Testimonials are relatively straightforward, marketers & bloggers still have many questions on exactly what & how they should be communicating or sharing. As a result, WOMMA recently released a Social Media Disclosure Guidebook for its member companies participating in social media marketing.
The WOMMA Disclosure Guidebook provides specific best practices on how bloggers and marketers can be transparent, authentic, and trustworthy when making brand-specific recommendations on social media channels like Twitter, Facebook, YourTube, Flickr, Blogs, etc.
This webinar from March 1, 2010 provides best practices advice for:
✔ WOMMA’s recommendations for maintaining full FTC compliance
✔ How to create & prominently post a Disclosure and Relationships Statement policy
✔ Where a Disclosure & Relationships Statement should reside as it coincides with the applicable social media platform.
Speakers: Paul Rand, WOMMA President & CEO, Zocalo Group
Gary Spangler, WOMMA Board Member & eMarketing Manager, Dupont
Anthony DiResta, WOMMA General Counsel & Partner, Manatt, Phelps & Phillips LLP
Patrick Thoburn, Co-Chair, Member Ethics Advisory Panel
You'll Learn:
- About the benefits of crowdsourcing user-gen advertising via case studies
- About successful user-generated advertising programs
- How to analyze the ROI of crowdsourcing advertising, engagement & insights
- How marketers are executing a crowdsourcing campaign
- Key insights for creating a successful crowdsourced user-generated ad campaign
Part One: The 7 Habits for Maximizing Website Conversions Go beyond the landing page and learn how to develop strategies for guiding visitors toward conversion. Darren Guarnaccia, expert in enhancing business website value, discusses the leading principles of conversion and how to maximize ad spend. This part of the webinar will explain how to make improvements to your website in order to generate conversions and add value to your business.
Part Two: Harnessing the Conversation Economy: Keys to a Holistic Social Media Strategy The rise of social media has created a paradigm shift in how we market businesses throughout the Internet. Search is no longer king; and conversation now reigns. Adam Mertz, product marketing manager at Jive Software, discusses how to succeed in a conversation economy by leveraging social media for a competitive advantage. Using real-world case studies, Adam will show you how to create sustainable differentiation within the social media spectrum.
Speakers:
Darren Guarnaccia, VP of Product Marketing, Sitecore
Adam Mertz, Product Marketing Mgr, Jive Software
In this webinar, Clay McDaniel and Xavier Jimenez of the Spring Creek Group, argue that social media marketing has moved beyond measuring buzz - to actually engaging consumers to buy. While social media marketing in 2009 centered on experimental campaigns to build brand engagement, amass fans and followers, and increase brand recognition, Clay and Xavier will explain why 2010 will be the year of analytics and conversion measurement in social media marketing. Instead of just throwing money at social marketing next year, brands will demand tools to measure with precision which social marketing methods are working to actually drive bottom-line sales.
Certainly, consumers are ready for promotions delivered through social channels - they've had enough of being "friends" with your brand, now they want deals! New research from Razorfish release a few weeks ago (http://bit.ly/RazorfishReport) found that promotions and discounts were primary drivers of "friending" a brand for over a third of social networking users and 44% of Twitter users.
The webinar includes five concrete tips for using social media analytics to craft a sales-building social media marketing strategy.
- Why "listening" and buzz monitoring is no longer an effective social media strategy - and how to use free social channels to move towards "social selling"
- Which inexpensive and freely available social media analytics tools are available today
- Which metrics marketers should measure - from site visits, to sharing patterns, and through to bottom-line conversion - to get an accurate picture of which social media marketing strategies are working to drive sales
- The types of content, deals, and promotions that work to move social media marketing from a brand-building exercise into a sales-building channel
- Case study examples of promotions and deals distributed through social channels that have worked for major brands - and why these deals resonated with social users
On Nov 12-13, 2009, the FDA held public hearings looking for insights and information into online advertising, it’s affect on consumers as well as pharmaceutical companies. Learn how WOMMA member representatives were able to participate at the FDA Hearings, what they said, and what we learned. Also, WOMMA’s General Counsel will talk about what the future holds for the FDA creating guidelines around social media and pharmaceuticals, how WOMMA members can submit feedback to the FDA, and we’ll discuss the impact of FDA’s engagement in this conversation on our industry.
Download a podcast recording of this presentation!
Featured Speakers: Paul Van Klaveren, Director of Branding and Social Media, The Vandiver Group Eileen Buleza, Senior Account Executive, The Vandiver Group
A brand is not just a logo, color scheme or tagline. It's the emotional connection audiences have with an organization or product. With social media and word-of-mouth (WOM), brands have taken a heightened meaning and impact. Image branding is becoming increasingly difficult to create and manage as social media and WOM put control of a brand in the hands of consumers, employees and audiences outside of the marketing department. Organizations need to be aware of the impact this has on their brand, and to understand ways to manage their image within the social media realm.
Topics
- How managing a brand image changed
- How traditional brand images are perceived within social media
- Brand standards and how to communicate these to your employees
- Performing a social media brand audit - identify, organize and promote you brand within social media
Key Takeaways
The rise of social media and WOM changed many things. This webinar will increase your understanding on how social media and WOM have impacted your brand image. The session will take a look at examples of employees or consumers impacting the brand when utilizing social media and image management case studies within social media. We will also discuss the importance of and how to implement corporate social media standards and employee social media training specific to branding. The session will give you a clear understanding of strategies to help you avoid and respond to brand representation issues within social media.
Watch this presentation on Slideshare!
Featured Speakers: Tony DiResta, WOMMA General Counsel and Partner at Manatt, Phelps & Philips, LLP
Paul Rand, WOMMA President Elect and CEO, Zocalo Group
Earlier this year, WOMMA submitted comments left on our Living Ethics blog to the FTC for consideration. The FTC referenced and adopted WOMMA's guidance in several instances, looking favorably upon the Association's own Ethics Code, and adopting WOMMA's suggestion that only "sponsored" communications should fall within the scope of their Guide revision. Several fundamental principles of WOMMA's Ethics Code, such as the importance of transparency, disclosure and honesty across all media, are now required by the FTC. WOMMA believes the updated Guides will usher in a new generation word-of-mouth of viral and social media marketers who place the highest priority on ethical practices.
Featured Speakers:
Larry Weintraub, CEO and Co-Founder, Fanscape
This session examines the affect influencers can have on a social media campaign and why they have become so important to a brands success.
What attendees will take away from the session:
* The importance of incorporating influencers into your marketing agenda
* Tips on researching and connecting with influencers
Larry Weintraub’s 25 years of entertainment marketing experience has provided him with keen insight into the relationship between the brand and the consumer. His focus in areas including internet strategy, social media, advertising, merchandising, and event management, led him to launch Fanscape, Inc., one of the first online marketing organizations.
An accomplished executive, former Vice President of Artist Development and A&R at A&M Records, and the recipient of several professional and personal awards, Larry is recognized as a leading industry expert. Larry has an Economics degree from the University of California, San Diego.
Featured Speakers: Heidi Strand, Owner and Partner, Blue Door Consulting
Jaimy Szymanski, Associate Consultant, Blue Door Consulting
The Webinar will delve into the impact an organization's internal culture has on its success in utilizing social media for business purposes.
Webinar attendees will walk away with a clear understanding of:
•
Outward obstacles that are actually a reflection of inward culture clash; and
•
Proven steps of how to incite a cultural change within an organization to yield operations and processes that are more conducive to social media success.
Featured Speakers: Kathy Baughman, Moderator Principal, ComBlu
John Mack, Principal, VirSci Corporation
Tiffany Olsen, Former President and CEO of Roche Diagnostics Corporation
While many brands and organizations have embraced social marketing, others have barely put their toe in the pond. Several reasons are often cited for this:
· Regulatory environment
· Loss of control
· Failed experiments, etc.
In some instances, attempts at adopting WOMM or social marketing approaches were shut down by legal, privacy or compliance, and marketers simply didn’t attempt another rejection. Others have found that resistance may be softening a bit and are ready to try again.
This session will examine cultural readiness for social marketing. Moderator will present five key categories that will help marketers determine if cultural roadblocks exist and if they are insurmountable. John Mack, publisher of Pharma Marketing News and principal of VirSci Corporation, will share results from his multi-year survey that shows cultural readiness trends among pharmaceutical companies. Tiffany Olsen, former President and CEO of Roche Diagnostics will present senior management perspective on the topic: How to get a “yes” to your program.
Five things the Webinar audience will learn:
1) Internal indicators of social marketing readiness
2) Cultural readiness of the pharmaceutical industry
3) Where your organization stacks up in social readiness
4) How to overcome cultural obstacles for social readiness
5) Ways to get a Yes for social marketing initiatives
Featured Speakers: Owen Mack, Chief of Strategy & Development coBRANDiT
It’s not hard to put a video online, but what does it take to make it successful? And how should we define success anyway? This webinar will be a discussion of video strategy and distribution techniques, from the basics of uploading and optimizing, to outreach, promotion, measurement, and content development. Learn some tips, bring your questions, and be prepared to re-think your assumptions as we break down the components of a successful video program.
In 2003 Owen Mack’s annoyance with conventional TV ads led to an epiphany: brand videos ought to be about real people in real places discussing real product. A website full of unauthorized documentary “ads” followed, Inc. magazine wrote it up, and a business was born.
Fast forward to now. Owen manages boutique agency coBRANDiT, a top go-to source for production, distribution, and insight relating to all things social media video and marketing strategy.
In this role Owen has developed strategy and award winning content for brands, agencies, and organizations of all sizes…from General Motors to PUMA to Pabst Brewing. Owen is constantly seeking new opportunities to make brands relevant to people…and vice versa.
Watch this presentation on Slideshare!
Featured Speakers: John Bell, WOMMA President and Managing Director at 360° Digital Influence
Jory Des Jardin, Co-Founder and President, Strategic Alliances at BlogHer
Sean Corcoran, Interactive Marketing Analyst at Forrester Research
Tom Collinger, Chair of Integrated Marketing Communications at the Medill School (Northwestern)
Anthony DiResta, WOMMA’s general counsel and partner at Manatt, Phelps & Phillips, LLP Since its inception, WOMMA has led the industry in establishing and promoting ethical standards in social media and word of mouth marketing. The WOMMA Code of Ethics has been widely adopted by businesses as a fundamental approach to designing and delivering reputable marketing programs targeting influential and talkative consumers.
This fall, the Federal Trade Commission (FTC) will release updated guidelines on endorsements used in advertising and marketing. These changes will impact the design and delivery of word of mouth marketing programs. WOMMA has been working in lockstep with the FTC on these anticipated changes.
To help brands and bloggers better understand the practical implications of these forthcoming changes, WOMMA is offering a series of educational webinars and industry discussions, all leading up to the WOMMA Summit in Las Vegas beginning Nov. 18.
Featured Speakers: Brad Fay Chief Operating Officer, Keller Fay Group
Graeme Hutton SVP, Director of Consumer Insights, Universal McCann The webinar will demonstrate the powerful relationship between advertising and word of mouth and how they work together. The research clearly shows that there is a strong multiplier effect of advertising via word of mouth, and that advertising as part of the conversation increases active brand advocacy. Recent modeling efforts have gone on to show that there is a predictable relationship between advertising spend and WOM, thereby allowing media planners to plan for WOM.
Brad Fay is the Chief Operating Officer of the Keller Fay Group, a company he co-founded in early 2006 with CEO Ed Keller, the co-author of The Influentials. In 2007, Brad won the Grand Innovation Award of the Advertising Research Foundation for the development of Keller Fay’s TalkTrack®, the first continuous measurement system for all word of mouth, including the 90% of WOM which occurs offline. Brad is a co-chair of the Word of Mouth Marketing Association’s Influencer Marketing Council, a member of the Market Research Council, and has lectured about survey research at Rutgers University’s Bloustein School of Planning and Public Policy.
Graeme Hutton came from the UK to the US in ’98, and his only regret is that he did not do it sooner! Graeme joined UM in 2006. At UM, he has engineered and activated a broad-based set of integrated communications and consumer insight tools which dovetail in to the agency’s burgeoning arsenal of media research products and systems. He works across all UM clients and projects but his key clients include MasterCard and Sony. He has a regular column on insight development in Media Post magazine. He is an advisory council member for a number of organizations including Simmons Research, the Media Ratings Council, and the Internationalist, a global publication focusing on the leading developments in international advertising, media and research.
Watch this presentation on Slideshare!
Featured Speakers: David Rabjohns | CEO, MotiveQuest LLC
Stu Sheldon | President – Atlanta Division, Escalate
The WOMMY Awards celebrate the very best ideas and most effective campaigns in word of mouth marketing today. Since 2006, WOMMA has recognized the people, agencies, and brands behind the most remarkable word of mouth marketing campaigns. The 2009 WOMMY Awards will once again recognize the most remarkable word of mouth campaigns from the past year.
David and Stu lead this session and provide insight into some of the most frequently asked questions about how your brand/agency can pick up some WOM bling and why the WOMMY is a must have for your trophy case.
The goal of this webinar is to:
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Delineate the history of the WOMMY Awards - where it was and where it's heading
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Provide attendees with basic knowledge of the application process, categories of submission, submission deadlines, and fees
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Outline the judging process, time line, and what makes for a winning case study submission
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Define what it means to be a category winner as well as the overall Grand Prix winner
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Explain the promotion and publication process for WOMMY Award winners
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Clarify how the WOMMY Awards and Summit 2009 go hand-in-hand
Featured Speakers:
Sarah Hofstetter, Vice President, Emerging Media & Client Strategy
The rapid growth of social media has shifted the way marketers approach customer engagement, presenting new challenges, but also new opportunities for reaching customers in deeper and more meaningful ways.
A thoughtful, well-planned social marketing program can shift the way you interact with your customers and, as a result, the way customers perceive your brand. We hope this webinar and find valuable insights that may contribute to future program or campaign successes.
The goal of this webinar is to:
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Provide a framework for establishing a set of clear objectives and strategy when approaching social marketing
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Move beyond the checklist approach and offer a filter for evaluating the myriad opportunities and platforms
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Encourage thinking of social marketing as an opportunity to have a continuous, valuable exchange with customers
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Advance discussions on amplifying marketing results through the integration of social marketing and offline campaigns
Featured Speakers:
Gina Ashe, CMO, Sermo
Elizabeth Browning, Founder, BeWell.com
John Serio, Partner, Seyfarth Shaw LLP
Moderator: Ann Moravick, Founder, President of Rx4Good
Healthcare and social media are evolving at a rapid pace and changing the landscape forever for physician treatment practices and patient care.
How will social media evolve in the coming years? What promise do social media hold for the betterment of our healthcare system? What role should pharmaceutical companies play in the patient and physician dialogue? These questions will be the focus of the first in a series of WOMMA sponsored healthcare webinars. Our first session will feature three guest speakers each with a unique perspective on the social media environment today.
Gina Ashe, CMO of Sermo will speak about how social media are changing the physician treatment world.
Elizabeth Browning, founder of BeWell.com will speak about the patient perspective and how social media in health and wellness are evolving to bring the patient and physician together in a more frequent and higher-value dialogue.
Finally, John Serio, partner in Seyfarth Shaw LLP, and a regulatory expert in the evolving social media space, will talk about how pharmaceutical companies should and can navigate dialogue with patients and physicians online and stay out of “harm’s way with FDA.
The panel will be moderated by Ann Moravick, former EVP of Ketchum and current founder and president of Rx4Good, a corporate social responsibility service that matches healthcare companies with evidence-based healthcare causes that are making a difference in healthcare.
Featured Speakers: George Assimakopoulos, EyeTraffic Media
Ryan Moss Eye, Traffic Media
The social media craze is in the full effect as companies of all shapes and sizes are looking for ways to get involved in this ever growing space. New tactics and programs are being launched each day as companies try to stay current and up to date with what consumers are doing. But, launching social media campaigns is only half the battle. Companies need to understand how they can effectively track their campaigns to determine whether their time is being well spent.
New tactics and programs are being launched each day as companies try to stay current and up to date with what consumers are doing.
But, launching social media campaigns is only half the battle. Companies need to understand how they can effectively track their campaigns to determine whether their time is being well spent.
In this webinar, George Assimakopoulos and Ryan Moss of EyeTraffic Media will discuss the power of influence and social velocity, two vital concepts of social media. Through case studies, they will review specific ways to measure social media tactics while focusing on best practices and proven programs.
Featured Speakers:
Antony Mayfield, Vice President, Head of Social Media, iCrossing
To adapt to the social web we all need to develop our social web literacy. It begins by understanding the new and constantly changing online networks. More widely, we need to be aware of the strategic significance of social media for ourselves, our businesses and our society. But theory will only take us so far.
Ultimately, learning through play and experience are the paths to develop a fluency in the new language of communications – our social web literacy. This webinar will address this journey with reference to case studies and three free e-books (“What is Social Media?”, “Brands in Networks” and “How to Start Blogging”) that iCrossing’s social media team has created over the past three years.
Antony Mayfield is Vice President, Head of Social Media at iCrossing, a global digital marketing agency that combines talent and technology to help world-class brands find and connect with their customers.
He heads a team that has developed pioneering approaches to marketing and communications online, working with brands including Turner, Toyota and Channel 4. Among the innovations that have come out of the team is the NetworkSense Mapping tool, which allows our analysts to build visual representations of how brands are connected to social networks and other websites online. The team has also developed the Social Spaces Framework, an industry-leading approach for large organizations engaging with online networks.
Featured Speakers:
Mike Walsh, CEO, Leverage Software
The term “social networking” is used to describe many things — from business networking sites like LinkedIn, to social connection sites like Facebook, to “hybrid” social networks like the micro-blogging platform Twitter. For professionals looking to better understand how these tools fit into their business, these broad descriptions can be confusing. Learn how your company can effectively unlock company knowledge, drive productivity, improve communication, and spark innovation through the use of internal social networks and social business tools.
Mike Walsh is a pioneer in the social networking space and has played an instrumental role in the development of revolutionary applications for enterprises.
As an Angel investor in Salesforce.com, Mike has delivered keynotes and participated in events worldwide including Gartner, Forrester and Web 2.0. Prior to founding Leverage Software, Mike held executive roles at Raytheon and on-demand solution startups. Mike holds a BS in Mechanical Engineering from Worcester Polytechnic Institute and MBAs from the Haas School of Business at UC Berkeley and Columbia University.
Featured Speakers:
Mike Moran, Chief Strategist, Converseon
Mark Kovscek, SVP, VivaKi Nerve Center
Pauline Ores, Pricipal Analyst Social Engagement Strategy, IBM
The Internet has added new ways for companies to listen, augmenting surveys, focus groups, and other traditional market research. But the first generation of Web listening tools were heavy on automation and light on real insights and actionability. Learn how Web listening is changing, and how your company can take advantage of it now. You'll also get a sneak peek into what you should expect in the future, so that you're company is ready. Mike is the author of the acclaimed book on Internet marketing, Do It Wrong Quickly, on the heels of the best-selling Search Engine Marketing, Inc., which is now in its second edition.
Featured Speakers:
Clay McDaniel, Principal/Co-Founder, Spring Creek Group
Xavier Jimenez, Principal, Director of Analytics, Spring Creek Group
By now, every marketer knows about using Facebook, Twitter, blogs and other social media platforms to boost brand recognition, engage customers, and drive sales. But getting started can be daunting. Key questions today’s marketers face when jumping into the social media channel:
How can you find and tap into the word-of-mouth conversations happening about your brand or products?
What are the best technology tools, applications, and web services available out there today for marketers looking to become more engaged, and more active, in the social media channel?
What should you pay for, and what can you use that is free?
How can you measure the success of you social campaigns. What data would you want to collect to do so?
What are the right tools for my organization to use to learn, gain scale, & most importantly connect with – and learn from – our customers and potential customers out there?
Think cutting back on marketing is the smart way to survive the recession? Think again. In this presentation, Espresso explains why scaling back on marketing initiatives, even in today's economy, is counterproductive.
One study showed that businesses that maintained or increased advertising spend during a recession sold 256 percent more than those who decreased. Still thinking cutbacks?
Through the "glass half full" perspective, learn why pushing your brand in tough economic times can separate you from the competition.
Featured Speaker: Marta Kagan, U.S. Managing Director at Espresso | Brand Infiltration
A self-confessed startup junkie, Marta Kagan leads Espresso's growing Boston office. Before joining the Infiltrators, Marta brought her diverse talents, boundless enthusiasm, and always-evolving expertise in digital branding and social media to lead marketing efforts for early stage ventures and global consumer brands like Estee Lauder and AXA Financial. Excruciatingly humble, Marta rarely brags about winning her sixth grade spelling bee or the fact that she is an expert in stucco, a veteran in love, and an outlaw in Peru. (Unless you ask her, of course.) As the outspoken voice behind The Secret Diary of a Bonafide Marketing Genius, Marta writes and speaks frequently about branding and advertising in the digital channel. Her critically acclaimed viral hit “What the F*** is Social Media?” has been translated into seven languages. In her spare time Marta can be found blogging at bonafidemarketinggenius.com Download the accompanying presentation here. Listen to the audio recording of the call (for WOMMA members).
Featured Speaker: Dave Kerpen Chief Buzz Officer, theKbuzz
Facebook now tops 210 million users and is growing at the rate of about 1 million new users per day. Dave will discuss Facebook for brands, companies and non-profits and specific advantages to using Facebook Public Profiles to communicate with customers, fans, potential customers and potential fans. Dave will utilize several case studies from across different industries and talk about specific tactics and strategies companies and organizations can best utilize Facebook to create and sustain buzz by joining the conversation on the world’s most popular social site.
Dave Kerpen's history of buzz and word of mouth marketing began even before he graduated from Boston University.
As a stadium vendor in 1996, he raised sales of the stadium's lowest selling product Crunch n Munch by 400%, through the concept of thematic vending. When he graduated, he became the top seller at the Boston Radio Disney station, before leaving to form his own company, Dave Kerpen Strategic Consulting.It was Dave’s sponsored wedding in 2006 that not only generated $100,000 in sponsorships and worldwide buzz, but with partner Carrie Kerpen birthed theKbuzz. At theKbuzz, Dave is responsible for the overall vision and strategy of the firm, Agency Partnerships, and new business development. The past year has been a busy one for Dave as theKbuzz has expanded, with new offices in Boston and Chicago, and new clients, including Heineken, Sony IMAX, Cumberland Farms, Babson College, Verizon, 1800Flowers.com, the Weizmann Institute, and Stride Rite. He is proud of theKbuzz’s 2008 WOMMIE Award from WOMMA for excellence in Word of Mouth Marketing, but prouder of his two little girls at home-- Charlotte and Kate. Watch this presentation on Slideshare! Download the accompanying presentation here. Listen to the audio recording of the call (for WOMMA members).
Whether the days are cloudy or sunny, or your brand is in or out of the money, measuring the value of word of mouth (WOM) has become a strategic imperative. This webinar will guide participants through five ways that consumer conversations impact a brand’s bottom line and offers specific tips and techniques to assess the value of WOM to your brand.
Featured Speaker: Dr. Walter Carl, Founder & Chief Research Officer at ChatThreads
Dr. Walter Carl is the founder and Chief Research Officer at ChatThreads, an independent word of mouth measurement and analytics company that helps brands quantify the ROI and bottom-line impact of consumer conversations. ChatThreads’ proprietary G2X methodology was developed by Dr. Carl while a faculty member at Northeastern University in Boston. Dr. Carl is chair of the Word of Mouth Marketing Association’s Measurement and Research Council where he led the groups editing Volumes 2-4 of Measuring Word of Mouth.
The DePaul Quad is an online community for parents of DePaul University students. Since its launch in August 2007, the DePaul Quad has grown to over 2,000 members and begun to change how the University approaches customer service from a one-way model to a model built on a multi-dimensional conversation.
This session will:
1. outline why we launched an online community
2. review the results we have seen
3. outline what it takes to keep members coming back
4. show how the conversations in the online community have started to change the overall way we do business.
Featured Speaker: Dara Crowfoot, Director of Marketing Strategy at DePaul University, Chicago, Illinois.
Dara Crowfoot is a Director of Marketing Strategy at DePaul University, in Chicago, Illinois. In August 2007, Dara launched the DePaul Quad, an online community for parents and family members of DePaul students. The DePaul Quad quickly exceeded goals and was expanded to families of prospective students. In her six years at DePaul, Dara has also led the development of annual strategic enrollment plans for the colleges, identified consumer insights and marketing strategies to drive the university’s largest growth initiatives and led the role-out of new positioning for the university.
Dara came to DePaul with over seven years of experience in brand management and consumer marketing. Prior to joining the university, she worked at Kraft Foods and Verizon Communications.
Dara has a BA in Economics from the University of Michigan and an MBA from the University of North Carolina at Chapel Hill.
Making money is easy. Your customers and clients are telling you every day how to do it, but too many companies are caught up in "doing business" to hear them. We hear things like "join the conversation" and "engage your customers", but it's easier said than done. With the creation of social tools like blogs, wikis, social networks, and twitter, how do you know where to engage? How do you know what to build yourself? In these troubling economic times, how are you going to make money... or more specifically, how are you going to listen to your customers to learn how to make money?
In this session, customer collaboration gurus Jake McKee and Sean O'Driscoll will help introduce you to the social tools and processes that will help you better engage with your customers. Jake's insights, techniques, and best practices will help you understand not only the tactics themselves, but the way they map against your business objectives.
You will learn:
* Basics of the social tools available, such as blogs, social networks, and micro-blogging
* The three stages of customer listening and engagement
* Business goal alignment
* Examples of companies using social tools and tactics effectively
* Next steps for developing your engagement strategy
Featured Speakers:
Jake McKee, Chief Strategy Officer & Ant Wrangler, Ant's Eye View
Sean O’Driscoll, Co-founder of Ant’s Eye View
In a media conference call on Thursday, March 19, at 11:00 a.m. CDT, WOMMA officials discussed their concerns about the FTC’s rule changes and make recommendations for modifications that will protect consumers but not inhibit bloggers from expressing their views freely.
During the briefing, WOMMA addressed these questions raised by the FTC’s action:
• Should social media, bloggers and consumer-generated platforms be subject to government regulation and enforcement?
• Should bloggers be held personally liable for failing to disclose material information?
• Should advertisers and sellers be held liable for the actions of bloggers?
Featured Speakers:
Paul Rand, WOMMA Vice President and chair of the organization’s Ethics Code Panel
Anthony DiResta, Reed Smith, LLP, a leading Washington attorney specializing in FTC issues Listen to the audio recording of the call.
Learn from a recent Aberdeen Group survey how companies can build market awareness, improve Return on Marketing Investment (ROMI), increase customer acquisition and benefit in multiple other ways by leveraging word of mouth. These strategies will be illustrated through specific examples of how Best-in-Class companies are launching successful viral campaigns, forming and participating in niche communities, and spurring customer advocacy – all while gleaning valuable customer insights from consumer-generated content to inform future marketing actions.
Joel Warady discussed how to incorporate new digital marketing ideas into your existing plans. With the current financial landscape, companies not only have to reach their customers in a very targeted and efficient manner, they have to do so with a drastically reduced budget and it has to be executed immediately. The 2009 plans are being rewritten daily and it leads every marketer to ask the question: ...”Is your company engaging with your prospective or current customers before your competition does so?”
Today there are a variety of emerging digital marketing methods available to your company, allowing you to execute an effective customer relationship strategy. Joel has been an entrepreneur his entire 31 year career, and in addition he brings marketing knowledge gained through his extensive teaching, research and industry speaking. Joel is a marketing amalgamist and will share valuable information on social networking, search marketing, and other Web 2.0 trends that can be quickly implemented into your current plans.
Featured Speaker: Joel Warady, Principal of Joel Warady Group
Joel D. Warady is Principal of Joel Warady Group, a Marketing, Social Media, & Business Growth consulting firm based in Evanston IL, USA. Mr. Warady is a former owner of a US branded CPG company that at its peak had its products sold in over 17,000 retail locations throughout the US. Academically, Mr. Warady has served as a guest lecturer in the MBA program at Benedictine University, and has been an adjunct professor at the University of Illinois at Chicago. He has also taught in the International Business program sponsored by the State of Illinois and Bradley University.
Internationally, Mr. Warady is respected as a sales and marketing and social media expert, speaker, and advisor. In his various businesses, he has been responsible for negotiating business relationships with companies throughout South and Central America, Europe, the Middle East, and the Far East. He has spoken on the subject of digital marketing and marketing trends to individuals and groups from Singapore. Download the accompanying presentation here. Listen to the audio recording of the call (for WOMMA members).
When it comes to Social Media, never have so many, talked so much, knowing so little. Web 2.0 is not an extension of traditional media, and there’s more to word of mouth than a viral video or a Facebook app. Brands are in danger of alienating the very consumers they want to engage with, by using social media to talk at them, rather than listening and collaborating with them in new ways. So what does an authentic, ethical, and effective brand conversation really mean?
Featured Speaker: Molly Flatt, 1000heads
Molly is WOM Evangelist for 1000heads, the leading global specialists in word of mouth marketing. Starting out as a linguist and strategist for the 1000heads creative team, Molly has worked at the coalface engaging, meeting and collaborating with social media voices across the world, and has overseen the creative direction of long-term campaigns for clients such as Nokia, Canon and STA travel. As WOM Evangelist, she ensures that 1000heads remains at the cutting edge of creative and strategic developments in the industry, and helps brands understand why word of mouth should be at the heart of every aspect of their advertising. Download the accompanying presentation here. Listen to the audio recording of the call (for WOMMA members).
In the current economic climate, it’s more important than ever for organizations to focus on their most valuable asset – their customers. Listen to Richard Owen, CEO of Satmetrix and co-author of Answering the Ultimate Question, as he discussed how organizations can improve the customer experience, foster positive WOM, increase loyalty and drive growth. Incorporating key customer insights from his new book, Owen offered an operational model for implementing a successful customer loyalty program.
Listen to the audio recording to learn:
* The key things companies can do to have the greatest impact on customer experience and loyalty over the next six months
* The six key elements of the Net Promoter Operating Model
* Best practice case studies from organizations that have implemented Net Promoter programs
Winner of WOMMA’s 2008 Best Demonstration of ROI award, Matchstick presented their research paper on how a word of mouth marketing program strategically focused on creating online word of mouth offers scalability and ROI five times greater than a program focused strictly on generating offline word of mouth.
On Wednesday, Dec. 3, 2008, Chase and John discussed how advertising agencies and brand marketers are benefiting by developing a detailed social graph of a brand's targeted audience in preparation for a social media marketing campaign. These social graphs provide key demographic information, as well as an in-depth understanding of common interests and affinities. In addition, they identify those people that are most socially-connected to the target community and have potential influence on their purchasing decisions. Also discussed were the latest technologies developed to create these detailed social graphs and the importance of widgets (or "WidgADs"), contests, consumer-generated content, and other social media best practices in getting influencer's engaged to ignite a campaign and make it go viral. Real world scenarios and case studies of successful affinity- and influencer-based viral marketing campaigns were presented and discussed.
On October 22, 2008 Orbius spoke about how there are plenty high visibility word of mouth success stories from some of the best known brands. For many marketers though, while these stories are interesting and educational, they far exceed their realistic execution budget reach. Alternative "free solutions" just don't support the security and governance needs of marketers, and most of the high-end social media solutions are too expensive and, thus, are too risky to experiment. If you have a limited marketing budget, but want to get started in word of mouth and social media, this is the WOM Wednesday Teleconference for you. Listen in and learn how Members Online and Orbius is helping local Chambers of Commerce participate in word of mouth marketing.
Learn:
• How to get started without a large investment with the online community
• How to tackle word of mouth on a budget
• How social media can be implemented at the local level
• Real world word of mouth marketing solutions that don't break the bank
On Wednesday, Oct. 1, 2008, speaker Ed Keller of the Keller Fay Group helped listeners gain some important insights into the differences between offline and online word of mouth marketing -- from a consumer perspective.
Online social media and online networking might gain the lion's share of attention from the buzzword generators, but past research into offline word of mouth has indicated that it's more credible and more impactful than its online counterpart. In this teleconference presentation, Brad will share research findings from a recent research study conducted by Keller Fay Group and OMD that tackled the subject of offline vs. online word of mouth and turned up tons of interested, WOM-worthy results.
Dial in and get answers to the following questions:
• How much online word of mouth takes place compared to offline?
• How do offline and online WOM compare in terms of creditability and impact on consumer behavior?
• What are the key demographic differences between online and offline WOM participants?
On Wednesday, Sept. 17, 2008, HP and Buzz Corps spoke about how they gave out a fully-loaded HDX "Dragon" system to 31 selected bloggers to review and give away over 31 days. The bloggers could come up with any way they wanted to give away their Dragons, and were randomly assigned a day on which to hand it off -- ensuring 31 days of excitement as bloggers ran various contests to promote their giveaways and linked to one another's giveaways. In all, the effort garnered more than 380,000 Google links and a collective reach in excess of 50 million, according to Alexa data.
Dial into the call and and learn:
• How HP tapped the blogosphere to create enough pre-launch momentum to generate an 84% increase in sales
• How to use the power of bloggers and influencers in a way that will be embraced
• How to create a buzz lifecycle that can continue to live beyond the parameters of your WOM campaign
On Wednesday, July 16, 2008, speaker Andy Sernovitz led a call of more than 75 word of mouth marketers eager to find out how they could generate more word of mouth -- starting "tomorrow morning." According to Andy, word of mouth marketing doesn't have to be a complicated, expensive campaign. There are dozens of easy, inexpensive ways to get people talking, and Andy paraded several of them out for teleconference attendees, and covered the 5Ts Framework for creating WOM.
On Wednesday, Jun. 11, 2008, Dr. Vince Nowinski, Principal Methodologist at Satmetric spoke about the economic impact of word of mouth marketing.
Everyone knows word of mouth (WOM) is important and impactful, but what is the real economic impact of word of mouth on your company? Until now, it's a question that organizations have struggled to answer. Now, Satmetrix has come up with a viable, numbers-based with the new independent research using Net Promoter to establish a metric for measuring positive and negative word of mouth and the economic impact of WOM on corporate growth.
Join WOMMA and Dr. Vince Nowinski, Principal Methodologist at Satmetrix, as he discusses:
* The link between customer loyalty and customer behaviors that contribute to financial success for companies in the computer hardware industry
* The methodology behind this study, which claims to have found the financial impact for negative and positive word of mouth
* The monetary value of a Promoter
* How loyal customers are able to impact your organization's bottom line
* How to find customer value using both buyer and referral economics
* And more!
Over the course of the teleconference, Kathleen and Dexter also outlined their 7 Radical Rules to Leverage Online Sports Fan Buzz:
* Fans and consumers are not the same thing
How fans behave as "fans" isn't necessarily the same as how they act as "consumers." The consumer side of a person might balk at rising ticket prices, while the fan continues to pay the price and show up to the games. With that, fans talk about different things online depending on whether they're communicating as fans or consumers, and change hats based on what venue they're in. To analyze the WOM, you need to understand which hat the person speaking is wearing.
* Sports fans are always right -- and sometimes that's a good thing
When you're dealing with a sports fan, their opinions are already set -- you're not going to change their minds. To prove their point, Dexter and Kathleen presented a case study from NASCAR and Nationwide. With the visibility that an average fan can achieve, they're defining the conversation, and these conversations can lead to solutions to problems you haven’t even identified yet
* Even the smallest fan voice can have huge influence
This rule included a case study for Penn State and a controversial video posted to YouTube that showed an Ohio State fan being pummeled by beer cans. It didn't get many views originally, but was picked up by a smaller fan blog and then was picked up by a large sports blog. The school -- and blogger fans -- chimed in that the behavior wasn't typical, and it was bloggers who were able to put out the fire.
* Look for ways to influence -- not just influencers
Sports is very personality-driven, so vocal influencers aren't difficult to find. Ways to influence, however, are another story. Speakers presented a case study for Southern Methodist University and how the University addressed fan-response to a hike in ticket prices -- specifically blogging about it, explaining why the decision to do so was made, and creating a dialog with fans.
* Sports fans come for the highlights, but they stay for the game
This radical rule was demonstrated by the TMobile "Fave Five" campaign, which was rolled into the NBA All-Star weekend. According to the presenters, fans can spot link bait from a million miles away -- and it's content that counts.
* Creative authenticity is better than just one or the other
Chris Bosh (Raptors player) was trying to gain more fan exposure in order to get voted into the All-Star game, so he and a friend created a low quality video and put it on YouTube. The low-production effect, which may have garnered negative attention from the YouTube commenters, was surprisingly endearing to basketball fans. It wasn't the quality of the video that garnered fan attention, but the authenticity of the message.
* Sports fans like to keep score for you
They learn to read the stats sheets, and they like having tons of information. So give it to them.
On Wednesday, Apr. 2, 2008, Tony DiResta, Partner, Reed Smith, former Director of the FTC's Southeast Regional Office, and legal council for WOMMA discussed the laws that affect all word of mouth marketers and brought our dial-in listeners up to date with recent rumblings regarding WOM and the FTC.
On this call, DiResta covered:
* The paradigm shift that's occurring in the understanding of what marketing really is -- both in philosophy and in practice. Formerly, marketing consisted of data and messages passed from marketers to consumers. Consumers were recipients of the message, as opposed to being active participants. In the new paradigm, the consumer is in control -- creating and spreading messages.
* The FTC and WOM: The FTC is most concerned with protecting consumers and makes laws that govern the interaction between marketers and consumers. Recently the FTC has become interested in "unmeasured media," specifically as it related to legislation that was passed in regard to the fast food industry and their perceived targeting of children.
* According to DiResta, the FTC is defining "marketing" very, very broadly and has come out claiming that all forms of marketing (measurable and unmeasurable alike) are within the purview of the FTC. This led DiResta to two conclusions that all WOM marketers need to take heed of:
* All WOM marketers must comply with the FTC, and nothing we do as an industry can be seen as deceptive or unfair. (This is a case where one bad apple can ruin the whole pie.)
* According to the FTC, WOM marketers are responsible for their agents' claims
* DiResta also suggested that hosting a conference specifically around WOMM and the law would be a great educational benefit to all word of mouth marketers.
Featured Speaker:
* Tony DiResta, Partner, Reed Smith
Anthony (Tony) E. DiResta's practice at Reed Smith focuses on complex commercial litigation (trial and appellate), governmental investigations and enforcement, white collar defense, and business counseling. While he has a breadth of experience in many substantive legal areas and in a wide range of industries, he specializes in trade and consumer regulation, antitrust and unfair competition, business torts, and contractual disputes.
Several years ago, Tony was appointed the Director of the Federal Trade Commission's Southeast Regional Office, where he supervised many of the enforcement, investigative, litigation, and outreach activities of the Competition and Consumer Protection Bureaus of the agency in Georgia, Florida, North Carolina, South Carolina, Tennessee, Mississippi, and Alabama. Under his leadership, the Office received the John Marshall Award from the Attorney General of the United States for its enforcement achievements. Listen to the audio recording of the call (for WOMMA members).
Dial in and find out how NBC was able to use WOM techniques to generate significant word of mouth excitement for the series premiere of Bionic Woman, specifically amongst T.V. viewers aged 18-49. Join Terry Dry and Melissa Taylor of Fanscape to learn some of the specific WOM marketing techniques they used to get people talking about "Bionic Woman," including:
* Creating the "Bionic Assessment Test" viral game as an online hook, which then functioned as the centerpiece of Fanscape's marketing campaign (www.bat-test.com). A combined game score of over 75% unlocked featured content from the yet-to-be-aired pilot of the show. An embeddable badge boasting the user's Bionic percentage enabled further spread of the game through social networks.
* A combination of targeted grassroots and WOM placements on blogs, social networks, online communities, and more.
* Partnering with well-trafficked entertainment, gaming, and lifestyle sites to promote the launch of the T.V. show and viral game.
Using word of mouth marketing to drive viewership, the premiere episode was able to lead the highly coveted 18-49 demographic for the evening and was the highest rated premiere across all networks for Fall 2007. The online portion of the campaign garnered over 700,000 direct tool interactions and 200,000 completed plays of the viral game. Overall, editorial and messages about the viral game was viewed by 5.5 million unique web users.
Find out how you can apply some of these same techniques to your next WOM-worthy project!
On Wednesday, Mar. 5, 2008, WOMMA hosted a WOM Wednesday teleconference featuring Join Erik Rothchild, CEO of WheyUP, and Ted Wright, Managing Partner of Fizz. Erik and Ted discussed WheyUP's unique story and how that story gives the product a leg up in a very crowded category.
The WheyUP story is this: Erik, an avid athlete, was inspired to start mixing up protein-rich concoctions in his own kitchen because he couldn't find anything on the market that combined the immediate pick-me-up of an energy drink with the protein content that his sports magazines kept telling him he needed. Talking with other athletes and fitness buffs about some of the stuff he was cooking up, Erik discovered that there was genuinely a demand in the fitness/energy drink category for the stuff he was concocting, and WheyUP was born.
To get the word out about WheyUP, Erik started putting it in the hands of the people who would use it -- and who would tell other people about it. This meant sampling and demoing in health and fitness stores, as well as putting WheyUP in the hands of avid athletes and professional players
This teleconference also covers:
* Challenges unique to a dense product category
* What it takes to get people talking when their mouths are already full
* Specific WOM tactics used by WheyUP
* What worked, what didn't, and lessons learned
* How you can use WOM to stand out from the crowd
On Wednesday, February 27, 2008, WOMMA hosted a WOM Wednesday call featuring Dan Comenduley, Project Management, Customer Metrics and Insights for United Airlines, and Julie Wittes Schlack, SVP of Innovation and Design, and Manila Austin, Director of Research, of Communispace. The call centered around social networks, which are rich with potential to help you better understand your customers, form relationships with them, and directly or indirectly drive word of mouth. In formulating a social networking strategy, businesses should be asking themselves:
* Big or small?
* Public or private?
* What are the best uses of large, public social networks and communities vs. small, exclusive ones?
In starting up their online community, United had to address all of these issues. United's decision to start on online community sprang from the company's goal of creating the best customer experience amongst all U.S. airlines -- including its low-cost competitors. According to Dan, creating an excellent customer experience is the key to building lifelong relationships with customers. And it's those relationships that count.
United decided to use an online community as a way of gaining consumer feedback and insights. Dan outlined the ways that United has used its private, invitation-only online community, including:
* Targeting and learning about premium customers - the 13% of fliers that represent half of the airline revenue.
* Gathering immediate response and deeper insights from a group of people who aren't afraid to give their honest opinions responses
* Soliciting questions from community members that lead to innovations
After outlining United's case study specifically, speakers shared findings from a recent comparison of a large, public community and a small private one in terms of:
* Quality of information
* Honesty of posts
* Helpfulness of information to both community members and the hosting organization
* Frequency of posts
* Quantity of posts
* Value of community input for actionable business decisions.
Presenters illustrated theories about what specific social needs are met by the different types social media platforms.
Featured Speakers:
Dan Comenduley, Project Management, Customer Metrics and Insights, United
Julie Wittes Schlack, Senior Vice President, Innovation & Design, Communispace
Manila Austin, Ph.D., Director of Research, Communispace Listen to the audio recording of the call (for WOMMA members).
On Wednesday, Feb. 13, 2008, WOMMA hosted a WOM Wednesday teleconference featuring WOMMA Board Members Jim Nail, of the Cymfony division of TNS Media Intelligence, and Pete Blackshaw, of Nielsen BuzzMetrics. Jim and Pete gave their post-game wrap-up of Super Bowl advertisers' strategic touchdowns and fumbles -- detailing which brands got it right, explaining some missed opportunities, and the describing role of word of mouth marketing in the pre- and post-game buzz.
At nearly $3 million for a 30-second spot, a Super Bowl ad can’t be validated on a traditional media planning basis -- it has to dazzle consumers and generate enough WOM to justify the enormous hit to the advertising wallet. Speakers discuss many of the integrated-media elements of the not-so-traditional Super Bowl T.V. ads, including:
* What consumers were talking about before, during, and after the big game
* How successful pre-game tactics were used to generate WOM produce measurable results
* How advertisers used social media tools to amp up their ad value -- and opportunities for more social media usage that were missed
* How advertisers used WOM to take advantage of the 48-hour window of post-game buzz
* What worked, what didn't, and how these techniques can be applied to ad platforms beyond the Super Bowl
For Super Bowl 2008, advertisers competed fiercely to make their ads into WOM-worthy events, in many cases using highly-integrated techniques that went well beyond the ad-buy itself. Which brands garnered the most buzz? How effectively did they compete for pre- and post-game word of mouth? And how well did they leverage the large audience to go beyond pushing a message at consumers, and begin to engage them?
Featured Speakers:
John Lazarchic, Vice President, E-Commerce, PETCO
You’ll Learn:
• How PETCO defines and measures community effectiveness across multiple campaigns and platforms· Why aligning with corporate goals helps guard against “ghost towns” and improve ROI
• Key differences between communities that impact business-driving metrics and those that don’t Listen to the audio recording of the call (for WOMMA members).
Featured Speakers:
Geoff Alexander, VP, Lettuce Entertain You Restaurant
Hot Asian Buns! As more and more restaurants seek to increase revenue with drive-thru, takeout and delivery services, ordering options are fragmenting as quickly as social media is growing.
Please join us as Geoff Alexander, VP at Lettuce Entertain You Restaurant Group, talks about how WOW BAO is using offline/online tools to streamline operations while enabling customers to order when, where, and how they want. Listen to the audio recording of the call (for WOMMA members).
Marketing the Web 2.0-way is not just about capturing eyes and ears; it is about capturing and sustaining the hearts and minds of your most passionate customers. Most corporations build Facebook fan pages and think they’re done; they leave them to gather dust and attract irrelevant comments from online attention seekers.
But brands that use social networks like Facebook well, have an opportunity to leverage the relationships with the truly passionate fans who take the time and energy to visit the brand fan page and invite the brand back into their own social network. Listen to the audio recording of the call (for WOMMA members).
Pauline Ores, from IBM will share how IBM is developing a foundational program focused on people (developing internal communities, improving marketing skills and training) and data/applications(enterprise social media research) as the foundation for community-led cross-enterprise execution program.
Pauline will provide an overview of:
• Unique B2B and WW enterprise challenges
• Creating a WW social marketing community via annual summits and monthly dialogs
• Developing a foundation via a social media research program, from evaluating vendors, developing a federated funding model and community mangement approach Listen to the audio recording of the call (for WOMMA members).
Featured Speakers:
Heather Oldani, Director, Communications McDonald’s USA
Heather Oldani from McDonald’s will share how a cross-functional team developed and then implemented across the US organization a digital strategy (including social media) that would engage customers with the brand both nationally and locally.
Oldani will overview:
• The decisions that led to the creation of the overall digital strategy - inclusive of the processes put into place across the national and localmarketing/communications/customer satisfaction channels
• The functions within McDonald’s that played a key role in the development and ongoing activation of the digital strategy
• The timeframe from development, communication and activation of the digital strategy
• The process for ongoing implementation, montioring (including legal and FTC compliance) • Where the team is headed in the future… Download the accompanying presentation here (for WOMMA members). Listen to the audio recording of the call (for WOMMA members).
Featured Speakers:
Scott Wilder, current GM of Intuit Small Business Online Communities and co-author of Millennial Leaders
William Denny, Co-Chair of the Business Technology Subcommittee of the Cyberspace Law Committee for the American Bar Association and Partner at Potter, Anderson, & Corroon LLP.
Scott will share his learnings and experiences about marketing to Generation Y effectively. Any marketer, product manager or social media guru needs to understand how to market and sell to this generation which makes up 18-30 year olds. They are making a tremendous impact on our culture. Their entrepreneurial prowess and adventurous spirit have spawned countless successes in business. This generation has grown up with more technological advances than any prior group. They process information in a unique manner. They have a distinctive way of managing their interests, their businesses, and their lives. And their power is a force to be reckoned with.
William shares cases where companies and brands have misunderstood online social media. As a result, many have taken a hit on their reputation or, worse, faced legal action. William discusses the need for corporate policy and governance regarding employee use of social media in order to reduce risks to corporate reputation and enable optimal use of social media as a channel for marketing. Download the accompanying presentation here (for WOMMA members). Listen to the audio recording of the call (for WOMMA members).
Featured Speaker: Liana Frey, Director of Communities & Conversation, Dell
Dell has over two billion customer interactions each year. Liana Frey, Director of Communities and Conversations, will share Dell's learnings over the past two years as the company has embraced social media. She will provide examples of how Dell is empowering its customers to share their stories and ideas. You’ll hear how social media is organized, measured and, most importantly, what could be of interest to your company in the journey to enable customers to walk the hallways of your company. Download the accompanying presentation here (for WOMMA members). Listen to the audio recording of the call (for WOMMA members).
Featured Speaker: Geoff Donaker, Chief Operating Officer, Yelp
More than 20-million unique people use Yelp every month to decide which restaurant to visit, plumber to hire, hair dresser to use, and so on. Studies show person-to-person recommendations have far greater impact on a consumer’s purchase decision than nearly any other form of marketing.
Yelp has capitalized on this fact by building a better online city guide that uses real reviews by real people. Learn as Yelp’s Chief Operating Officer shares lessons and actionable advice on how empowering consumers with local knowledge can drive sales and build brands.
Geoff Donaker joined Yelp as its 10th employee in Fall 2005. Since then Yelp has grown more than 200 fold: from a promising city guide for San Francisco into a leading local search site with 20 million monthly visitors and a presence across the US, Canada and the UK. Geoff started working on Web businesses in 1998; prior to Yelp he helped grow online communities at eBay, Voter.com, Excite and Classifieds2000. He is also an alumnus of Mercer Management Consulting (now Oliver Wyman) and Stanford (Mechanical Engineering). Download the accompanying presentation here (for WOMMA members). Listen to the audio recording of the call (for WOMMA members).
Featured Speaker: Josh Bernoff Vice President, Principal Analyst, Forrester Research
A groundswell is sweeping through your customers. They are using social technologies to take charge of their own experience and getting what they need - information, support, ideas, products, and bargaining power - from each other. This phenomenon - the groundswell - has created a permanent, long-listing shift in the way the world works.
Since publishing his book Groundswell: Winning in a World Transformed by Social Technologies a year ago, Josh Bernoff has coached many companies on how to turn the force of customers connecting to their advantage. During this talk, he'll share case studies about these companies' experiences and reveal strategies for accomplishing specific goals like listening better to your customers, talking with them, energizing them, and embracing their ideas - and most importantly, how to measure success and prove ROI and business value. Listen to the audio recording of the call (for WOMMA members).
Featured Speaker: Jay Walsh, Head of Communications, Wikimedia Foundation
As one of the fifth most visited websites on the web, Wikipedia has become an undeniable force in how Internet users learn about brands and businesses. Increasingly, communications professionals want to know how their organization's information came to exist on Wikipedia. Who has a say in what makes it to the article (or articles) about your organization - more importantly, do you have a say?
Through review of specific cases we will examine the risks of attempting to circumvent the public voice on projects like Wikipedia, the safeguards in use by our volunteer community, the policies and rationale in place to preserve openness and transparency, and the importance of embracing trust and good faith on the internet.
Featured Speakers: Tony DiResta, Attorney, Reed Smith LLC
Paul Rand, President, Zocalo Group
John Bell, Managing Director, 360° Digital Influence
Gary Spangler, E-Business Leader, DuPont
Paul Rand, CEO of the Zocalo Group, WOMMA President-Elect, and chair of WOMMA's Living Ethics Project, and Tony DiResta of Reed Smith, LLC, a leading Washington attorney specializing in FTC issues, led a discussion focused on the emergence of Facebook and Twitter as word of mouth marketing tools and how they could be severely compromised if brand endorsers can be held personally liable for failure to disclose their relationships with advertisers.
In addition, the webinar focused on The WOMMA Ethics Code and how your company can and should adhere to the Code for your WOM practices. Plus, Gary Spangler introduced the Brands Council and we heard from John Bell about WOMMA's strategy for 2009. Listen to the audio recording of the call (for WOMMA members).
Socializing Media WOMMA Podcast Library
Hosted by Steve Hershberger, David Rabjohns, & Virginia Miracle
Socializing Media is an informative and entertaining podcast that shines a spotlight on Word of Mouth Marketing and Social Media. In each episode the co-hosts, all veterans of the WOMM and Social space, will tackle a particularly thorny topic that is likely on the minds, or the lips of social media practitioners all over the globe.
Do you have your hands in creating a social strategy or executing a comprehensive social engagement or WOMM program? Have you been around the proverbial track more than once? Then this show might be for you.
Want to know why do certain programs work and others fall flat? Which metrics are junk and why? Which specialties should you include in your programs? What type of resources should you avoid like the plague? Why listening software isn’t the answer?
There will be no Glittering Generalities found on this show. No grand theories. No five easy steps to Social Media Rockstardom. Instead, you will get is debate and insight on specifics. And on occasion, you’ll get David calling somebody a ‘pillock’.
You’ll also get guests whom you can relate to. Marketers who have been successful in creating and sustaining quality word of mouth and social engagement programs, and have the scars to prove it. You’ll hear step-by-step how they achieved and measured success…or instead turned something around that was cratering. You’ll also get the inside skinny on the internal operational challenges they faced and how they dealt with them. So join us each episode to get the real backstory on WOMM and Social.
Speakers:
Steve Hershberger
Hershberger is the Co-Founder of ComBlu. A Chicago-based agency founded in 2003 and focused on engagement. ComBlu is a charter member of WOMMA. He is considered a thought leader in Advocate identification, social metrics and performance measurement and has architected initiatives for a dozen of the Fortune 50.
He also developed a ground breaking social business intelligence tool called SPI. Short for Social Performance Index, this SaaS software effectively measures social asset performance against business KPI’s and collapses the cost, time and human error involved in doing so. SPI is currently in use within a number of major global brands.
He has co-chaired and led a number of important social best practice initiatives for WOMMA including leading WOMMA’s Ethics Toolbox creation, Ethics Committee, Measurement Committee and Influencer Committee, as well as, faculty membership for WOMMA’s WOM-COM.
His firm publishes the State of Online Branded Communities report annually since 2009 and has since become a best practice reporting standard, as well as, the recently published ‘Managing the Content Supply Chain’ e-book.
Prior to ComBlu, Hershberger was the co-founder of an ecommerce software company, as well as, a medical device manufacturer. He is also currently a co-founder of the fastest growing commercial craft brewery in the Midwest and is a Trustee for an Entrepreneurial MBA scholarship administered by Indiana University’s Graduate School of Business.
He resides in Indianapolis, Indiana with his wife and two children.
David Rabjohns
David is CEO and founder of MotiveQuest, a leading global strategic planning consultancy specializing in helping companies manage the marketing and business implications of the Social Computing Revolution.
MotiveQuest uses their unique “Online Anthropology” approach (both software tools and world class strategists) to develop models of consumer emotion and loyalty. The company focuses their energies on uncovering fresh new business building insights and lives their motto “Fearlessly Seeking The Reasons Why”.
MotiveQuest has worked in a wide range of global clients like Citibank, Nike, HP, MINI and agencies like Goodby, Fallon, DDB, Edelman and Digitas.
Virginia Miracle
Virginia is a passionate word of mouth marketing practitioner. She brings a broad range of experiences in executing programs – both online and offline - to Ogilvy Public Relations Worldwide (Ogilvy PR). Virginia’s current client work focuses on the enterprise socialization and social media campaigns for companies such as Time Warner Cable, SunPower Corporation, UPS, and Intel. Virginia heads up the strategy team within 360° Digital Influence - Ogilvy PR’s latest interactive discipline designed to manage brands in an era of changing sources and forces of influence. Distributed across 7 offices in the North American footprint, the team of Digital Influence Strategists combines the power of social grassroots and remarkable influencer experiences to create meaningful, sustained business results.
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Socializing Media
Fans of WOMMA:
Use these PPT slides to get the message out about the virtues of WOMMA. We cover the demographics of our organization, the foundation of WOMMA's mission and contact information. Download PPT
This 25-page eBook examines the valuable word of mouth marketing trends presented through case studies and Keynotes at WOMMA Summit 2011. Download eBook
Best Practicebook: WOs GuideM in the Customer Contact Center Read the Guidebook
Webinar Library Download podcasts, presentation decks, and watch SlideShares of WOMMA Webinars and Brand Council Webinars. Visit the Library
WOM 101 Learn the art and science of creating effective marketing programs that get customers talking. Download PDF
Ethics Toolkit The WOMMA Ethics Toolkit defines best practices, baseline rules, and asks 20 questions to help you ethically comply.
Download PDF
Learn from the brands and agencies that successfully developed and measured WOMM campaigns. Stand on the shoulders of these giants, use their lessons learned, and grow your WOMM knowledge.
Building A Loyal Community for the Travel Channel more..
Hershberger is the Co-Founder of ComBlu. A Chicago-based agency founded in 2003 and focused on engagement. ComBlu is a charter member of WOMMA. He is considered a thought leader in Advocate identification, social metrics and performance measurement and has architected initiatives for a dozen of the Fortune 50.
David is CEO and founder of MotiveQuest, a leading global strategic planning consultancy specializing in helping companies manage the marketing and business implications of the Social Computing Revolution.
Virginia is a passionate word of mouth marketing practitioner. She brings a broad range of experiences in executing programs – both online and offline - to Ogilvy Public Relations Worldwide (Ogilvy PR). Virginia’s current client work focuses on the enterprise socialization and social media campaigns for companies such as Time Warner Cable, SunPower Corporation, UPS, and Intel. Virginia heads up the strategy team within 360° Digital Influence - Ogilvy PR’s latest interactive discipline designed to manage brands in an era of changing sources and forces of influence. Distributed across 7 offices in the North American footprint, the team of Digital Influence Strategists combines the power of social grassroots and remarkable influencer experiences to create meaningful, sustained business results.
