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Agenda & Presentations

Presentations can be downloaded by clicking on the speaker's name. If there is no link, then we don't have the presentation yet, or no written presentation was used. If a panel used a combined presentation, it is linked to the first speaker. (WOMMA members: Drop us a note and we'll send all of these to you on a CD.)

Part 1: The Big Issues in Measuring WOM
Understand the key issues in measuring word of mouth from the pioneers in the field.

7:00	Registration
8:00	Introduction & Welcome	Andy Sernovitz, WOMMA
8:15	How to Measure Word of Mouth: The WOMMA Terminology Framework Introduction to the WOMMA Terminology Framework, a new standardized system for discussing word of mouth marketing across all media and measurement contexts. This tool finally brings together disparate experiences and research into a common vocabulary, enabling everyone to synchronize their work and achieve greater understanding.	Jonathan Carson, BuzzMetrics Karthik Iyer, Intelliseek
9:00	The ROI of WOM: Measuring The Impact Of Word Of Mouth In Your Marketing Answer the big question about the power of WOM: How can the impact of word of mouth be quantified? How does WOM impact the brand? What is the value of a promoter or detractor to the bottom line? How does WOM impact the rest of your marketing mix?	Joe Pilotta, BIGresearch Laurent Florès, CRM Metrix Steve Hershberger, ComBlu
9:45	Break
10:00	WOM and the Media Plan: Measuring Which WOM Strategies Work Best Word of mouth marketing represents dozens of strategies, online and offline, which interact with existing marketing efforts in complex ways. How do you measure which strategies work, their relative impact – and then build a media plan? Learn to plan for WOM across media and across online and offline marketing experiences.	Jon Berry, GfK NOP Ann Green, Millward Brown Richard Fielding, Starcom
10:45	Optimizing WOM: Which Words Work? Do you want to know which messages are likely to go viral? What words will get passed around, and what will get remembered? What is most likely to reach a new customer? Learn to track the conversation, understand what is being said, and then optimize your communications for maximum effectiveness.	Greg Wester, VoodooVox Dr. Walter Carl, Northeastern University Dave Cadoff, Future Now
11:30	Why People Talk: Consumer Behavior and Word of Mouth Learn how consumers interact in a word of mouth world. Learn what gets them talking, why they get active -- and why they don’t. Learn how to understand what is motivating them, and learn how to measure their motives.	Dr. David Godes, Harvard Business School Sarah Dietz, Burson-Marsteller Matt McGlinn, BzzAgent
12:15	Lunch

Part 2: Round-Robin Presentations
Fascinating original presentations by the best researchers studying word of mouth marketing. This intense round-robin session will give you in-depth exposure to the best work in the field. You will also get printed copies of all the presentations, and contact information for each of the presenters. (Click here for more detail on the presentations.)

1:00 - 1:25
A	Pete Blackshaw, CMO, Intelliseek "Word of Mouth and Brand Emotion"
B	Dr. Maxwell Kilger, Simmons "Innovators, Connectors, Salesmen, Mavens and WOMMA: Fitting the Tipping Point Groups into the WOMMA Schema"
C	Larry Burns, CEO, StartSampling "Measuring WOM Today - CPG Sampling Case Studies"
D	Promise Phelon, Partner, The Phelon Group "Put the Money Where the Mouth Is: *How Business-to-Business Technology Marketers Shape, Measure and Demonstrate the Impact of Word of Mouth*"
1:30 - 1:55
A	Max Kalehoff, BuzzMetrics “Utilizing WOMMA Framework to Build a Syndicated Buzz Tracking Product”
B	Laurent Flores, CEO, CRM Metrix "Define and 'Refine' 'Buzzable' messages with your Opinion Leaders"
C	Karen Kraft, Decision Analyst "A Case For Using The Internet To Track Offline, Organic Word Of Mouth"
D	Ted Morris, Brandimensions "Customer Profiling: Understanding the Drivers of Consumer Purchasing Behavior"
2:00 - 2:25
A	Charles Buchwalter, Vice President, Nielsen//NetRatings "The Blog Universe: Influencers, Early Adopters and Online Tenure Rolled into One"
B	Steve Hershberger, Principal, ComBlu "Customer Evangelists are Not Loyal Customers"
C	George Silverman, Author, Secrets of Word of Mouth Marketing "Why You Can’t Measure Word of Mouth by Standard Methods"
D	Terry Pittman, Executive Director, Digital Services Research, AOL "What Makes a Product Worth Talking About?"
2:30 - 2:55
A	Jon Berry, Senior Vice President, GfK NOP "Finding Influentials in Your Product Category"
B	Gary Stein, Senior Analyst: Advertising & Search, Jupiter Research "The Economics of Evangelism"
C	Graham Mudd, comScore Networks "Understanding the Size, Composition, and Behavior of the Blogosphere"
D	Joe Pilotta, Vice President of Research, BIGresearch "Word of Mouth within the Simultaneous Media Experience"

Agenda & Presentations

Part 1: The Big Issues in Measuring WOM Understand the key issues in measuring word of mouth from the pioneers in the field.

Registration

Introduction & Welcome

How to Measure Word of Mouth: The WOMMA Terminology Framework

The ROI of WOM: Measuring The Impact Of Word Of Mouth In Your Marketing

WOM and the Media Plan: Measuring Which WOM Strategies Work Best

Optimizing WOM: Which Words Work?

Why People Talk: Consumer Behavior and Word of Mouth

Lunch

"Word of Mouth and Brand Emotion"

"Innovators, Connectors, Salesmen, Mavens and WOMMA: Fitting the Tipping Point Groups into the WOMMA Schema"

"Measuring WOM Today - CPG Sampling Case Studies"

"Put the Money Where the Mouth Is: How Business-to-Business Technology Marketers Shape, Measure and Demonstrate the Impact of Word of Mouth"

“Utilizing WOMMA Framework to Build a Syndicated Buzz Tracking Product”

Laurent Flores, CEO, CRM Metrix

"Define and 'Refine' 'Buzzable' messages with your Opinion Leaders"

"A Case For Using The Internet To Track Offline, Organic Word Of Mouth"

"Customer Profiling: Understanding the Drivers of Consumer Purchasing Behavior"

"The Blog Universe: Influencers, Early Adopters and Online Tenure Rolled into One"

"Customer Evangelists are Not Loyal Customers"

"Why You Can’t Measure Word of Mouth by Standard Methods"

"What Makes a Product Worth Talking About?"

"Finding Influentials in Your Product Category"

Gary Stein, Senior Analyst: Advertising & Search, Jupiter Research

"The Economics of Evangelism"

"Understanding the Size, Composition, and Behavior of the Blogosphere"

"Word of Mouth within the Simultaneous Media Experience"

Part 1: The Big Issues in Measuring WOM
Understand the key issues in measuring word of mouth from the pioneers in the field.

The ROI of WOM:
Measuring The Impact Of Word Of Mouth In Your Marketing

WOM and the Media Plan:
Measuring Which WOM Strategies Work Best

Optimizing WOM:
Which Words Work?