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Special thanks to:
Dave Evans, HearThis.com, for producing our amazing podcast, Conference Calls Unlimited for the podcast hosting call-in service, and the fanstic WOMMA members who have volunteered their time and energy to make this all happen.
Editors:
Dana Vanden Heuvel, Jennifer Nastu, and the WOMMA staff.
Home > Conference Updates
Conference Updates Archive
43 Ideas You can Implement Tomorrow -- the Handout
On the first day of WOMBAT 2, we tried something that (as far as we know) hasn't been done before. We asked 10 word of mouth practitioners and experts to share a WOM idea that could be implemented tomorrow. The only catch? Introduce the idea and present some examples of how to make it work -- in one minute.
Our special thanks to Jim Nail for doing an absolutely masterful job as the moderator. Special thanks also to our contributors, who included:
* Warren Ackerman, Affinitive
* Julian Aldridge, AMMO Marketing
* Perry Allison, Alloy
* Keith Bates, Keith Bates & Associates
* Maxine Friedman, Brandimensions
* Allison Gower, qtags
* Brad Herbst, HypeCouncil
* David McInnis, PRWeb
* Patrick Rooney, Expand Communications
* Betsy Smith, TechSmith
THE HANDOUT
And by popular demand, here is the handout from the panel. Feel free to download and share.
Download the handout (PDF download)
Other experts respond:
Bill Balderaz, Duct Tape Marketing
Posted on 07/14/06 | 0 Comments | Link
WOMBAT 2 Videos are Up
Whew! We've posted all the video interviews we shot at WOMBAT2, here's how you can see them:
On the coBRANDiT site: cobrandit.com
Through iTunes: here
This WOMMA YouTube page: here
And then there's this:
scrolling="auto" width="400" height="500" frameborder="0" marginheight="0" marginwidth="0">
Happy Viewing, and thanks to WOMMA & all who participated! -Owen
Posted on 06/25/06 | 0 Comments | Link
Special thanks from WOMMA
Thank you to everyone who attended WOMMA's WOMBAT 2 conference. From all the terrific panels and keynotes to the intense conversations in the hallways, there were a great deal of wisdom, tips, and techniques being shared. We've received a lot of positive feedback, so we're delighted that we can officially call it a successful event!
In a few days, be sure to check out the main WOMBAT 2 site for all-new content, including speaker presentations available for free download, a photo gallery, and more.
We appreciate the support from people who have gone the extra mile to make this a wonderful conference. We mindfully offer special thanks to:
* To all of our international members and guests. Welcome and thank you for coming from so far to be with us.
* To Marianne, Jennifer and Olivier for bringing their passions (and their writing abilities) to WOMBAT 2 as our official conference bloggers. Thanks to Owen and Jessie for showing us how it's done as the conference videobloggers.
* To Jennifer of Fast Trike for continuing to write the WOMBAT how-to lessons, which will live on long after the conference is over.
* As they say on PBS, we want to thank our wonderful Sponsors for bringing this programming to viewers like you: Mick at PRWeb, Karen & Maxine at Brandimensions, Bob at Affinitive, Allison at Qtags, Jeri at Cymfony, Virginia at Brains on Fire, Ashlee at Jack Morton and David at NCI Mobility.
* To our Media Partners for helping us get the word out. about the conference and the charity auction: Steve at AdRants, Francois at Corante, Jonas at Federated Media, Derek at Technorati, and Bob and Tara at BtoB Magazine.
* To Natalie, Marc, and Jill of SageScape for producing a fantastic event -- we really appreciate all the hard work and long hours you’ve put in for us.
* To the entire Hilton San Francisco staff for helping us put on a wonderful conference and with all the last-minute emergencies.
* To our amazing keynote speakers who came through for us: Jackie Huba, Emanuel Rosen, Robert Scoble, and Shel Israel.
* To our speakers and moderators who were the first to answer the call.
* To all of the donors who bid on conference passes and helped us raise money for some very deserving charities.
* And finally, to all of you for continuing to support WOMMA and helping build this fantastic industry!
Posted on 06/23/06 | 2 Comments | Link
Paul Rand: As Good As It Gets
Paul Rand, Ketchum's Global Chief Development and Innovation Officer explained WOMMA's vision by using the line from the movie As Good as it Gets when the character played by Jack Nicholson explains to the character played by Helen Hunt that she makes him want to be a better man: You make us want to be better companies and better brands.
Paul, explained that the vision of WOMMA as being all about empowering the consumer, putting an end to invasive advertising and having a two way dialog with consumers that is listened to regardless of whether we like what they say. He explained that because of technology the days when marketers could put out a bad product or service and sell it before people discovered that it was bad are gone. In todays world for marketers, "there is nowhere to run or nowhere to hide."
He spoke of trust and transparency being the essential ingredients for marketers and pointed out that the essence of the WOMMA code comes down to the Honesty ROI:
Honesty of Relationship: You say who you are speaking for.
Honesty of Opinion: You say what you believe.
Honesty of Identity: You never hide your identity.
Sounds simple enough but Paul went on to discuss what crosses the line. He listed stealth marketing, shilling, and infiltration. Of course the definitions of exactly where the line is crossed are not always so clear. This is an ongoing ethical discussion and an important one to WOMMA. As Paul notes, social trust is undercut when it is discovered that people are treating each other as advertising pawns.
posted by Marianne Richmond Resonance Partnership Media Slaves...Life in Permanent Beta
Tags: WOMMA, WONBAT2, Paul Rand, Ketchum, WOMMA ethics
Powered by Qumana
Posted on 06/21/06 | 0 Comments | Link
43 Ideas You can Implement Tomorrow (REVISED: LIST AVAILABLE IN COMMENTS FROM MICHAEL RUBIN)
43 word of mouth ideas were presented by 12 contributors. Rather than list them, I will describe the concepts. If you would like the list, leave a comment and I will provide it. (PLEASE NOTE: PDF OF IDEAS IS AVAILABLE IN COMMENT BY MICHAEL RUBIN...THANKS TO EVERYONE FOR THEIR INTEREST!)The ideas were all about making word of mouth part of your company culture. Make sure there is a dedicated wom person in your organization. Encourage your customers to talk about your brand..in fact ask them to talk about your brand, refer your brand, refer it twice. make referring your brand easy for your customers. Nuture your evangelists, reward them, invovle them in creation. Be provocative. In my opinion, very important: measaure results, not actions.
posted by Marianne Richmond
word of mouth, WOMMA, WOMBAT2,Posted on 06/21/06 | 17 Comments | Link
New Speaker: Howard Kaushansky, Umbria
Just as important as developing a strong WOM marketing plan is following through on the results. How will you know which parts of the WOM plan are working if you don't analyze the results? Don't know how? Umbria's Howard Kaushansky will help you learn how to better understand the impact of your WOM campaigns and discover the key metrics to look for when applying the data to a traditional media plan.
Currently serving as its President and CEO, Howard brings 20 years of data mining experience to Umbria. He speaks and writes frequently in the areas of data mining, word of mouth measurement, predictive analytics and customer relationship management.
More about Howard:
Posted on 06/15/06 | 0 Comments | Link
New Speaker: Manisha Gupta, Cafepress.com
Consumer-generated media (CGM) has grabbed headlies in the marketing world in the last year as consumers remix and reshape brand messaging in new and interesting ways. How do you work with it? Manisha Gupta, Director 2.0 for Cafepress.com, will help answer that question. A savvy Product Manager who can think globally and act locally, she will bring her expertise in working with CGM to WOMBAT 2.
A results-oriented general manager with strong strategic, analytical, managerial and execution skills, Manisha has played a significant role in the growth of Cafepress.com and Fatbrain.com. Her focus has been on applying industry trends in technology to create new products in the consumer space - custom content, online services, imaging, and process automation. She is a well known expert with interests in consumer empowerment, Web 2.0, micro payments, and custom content.
More about Manisha:
Posted on 06/15/06 | 0 Comments | Link
New Speaker: Kira Wampler, Intuit
Okay, you're convinced. Word of mouth can work for your company's brand, product, or service. That was the easy part. Now comes the hard part -- convincing the rest of your company to buy in, too. Intuit did it, and so can you! Intuit educated over 100 marketers about WOM, many of whom are now weaving word of mouth principles into their traditional marketing efforts. Kira Wampler will help explain how you can learn from Intuit's example and pick up real world tips for spreading word of mouth tactics inside your organization.
Kira has always been passionately dedicated to customers and learned quickly that if you don't serve them, you don't eat! As a Senior Marketing Manager for Intuit, Kira has helped the QuickBooks team build its word of mouth programs. Piloting online & offline projects, building a word of mouth mindset on the team and evangelizing word of mouth across the company are just a few of the items that have crossed her to-do list.
More about Kira:
Posted on 06/14/06 | 0 Comments | Link
New Speakers: Xiaoyan Zhao, GfK Roper Public Affairs and Media
Languages and cultures may differ from country to country, but the motivation to spread the word is still the same across the globe, making WOM a valid international concept among consumers. Dr. Xiaoyan Zhao of GfK NOP will help you understand how to get people from all over the world talking by learning the similarities and differences of WOM in Europe, Asia and around the globe.
Dr. Zhao has 20 years of experience in international research and has been with GfK NOP since 1989, servicing global clients in the United States, Europe, and Japan. She has led Roper's efforts to develop capabilities in emerging democracies and markets and established Roper's Asia-Pacific Headquarters in Hong Kong. She has also conducted research in more than 30 countries around the world in the areas of values, attitudes, and lifestyle trends; positioning and communication; concept and message tests; segmentation; issues, risks, and policy influence; and corporate image and reputation.
More about Xiaoyan:
Posted on 06/14/06 | 0 Comments | Link
New Speaker: John Porcaro, Microsoft
There are a ton (and that is a technical term) of potential customer evangelists, influential bloggers and fans out there waiting to talk about your product. So how do you harness the power of this vocal community without resorting to shilling or stealth? John Porcaro helped nurture the huge Xbox community for Microsoft and he'll show you at WOMBAT 2 how he did it.
John Porcaro's team is responsible for Online Community for Xbox and Games for Windows, and Internal Communications for Microsoft's worldwide sales & marketing employees. He runs Gamerscore.com, the official blog of the Xbox and Games marketing team.
More about John:
Posted on 06/14/06 | 0 Comments | Link
New Speaker: Fabio Gratton, Ignite Health
Some products are easier to talk about, some are not. To help educate the public about the chronic disease Hepatitis B, Ignite Health initiated a word of mouth campaign to spread the word and in effect, de-mystify it. Fabio Gratton will present a case study at WOMBAT 2 about the methods the firm used to empower patients and caregivers and get people talking to each other about what can sometimes be an uncomfortable topic.
Fabio Gratton is the Chief Innovation Officer and a founding partner of Ignite Health. He is responsible for developing Internet strategies for all agency clients, including pharmaceutical, biotech, medical device and diagnostic. In addition, Fabio is also responsible for incorporating new technologies into Ignite's overall offerings.
More about Fabio:
Posted on 06/14/06 | 0 Comments | Link
New Speaker: Ruth Presslaff, Presslaff Interactive
Do you live in San Francisco? Are you a Foghead? Even if you're not, there's a good chance you've at least heard of the Fogheads. At WOMBAT 2, Ruth Presslaff will present a case study of how her firm helped KFOG, a local San Francisco radio station, generate buzz and get people talking by turning to its loyal fans. You'll learn how to generate buzz by empowering your loyal customers to get the word out.
Ruth serves as the President of Presslaff Interactive, which helps broadcasters identify and learn about their loyal listeners in order to better serve their audience and advertising clients. Prior to that, she held key positions with a range of radio stations, from on-air work in New Orleans to Midwest Sales Manager in Chicago and Vice President of Affiliate Relations in Washington DC for the United Stations Radio Network.
More about Ruth:
Posted on 06/14/06 | 0 Comments | Link
New Speaker: Rob Key, Converseon
We all know positive WOM is essential in the BtoB space. Who else do big corporate customers turn to when looking for recommendations on where to spend some very large budgets? Rob Key of Converseon will help marketers better understand BtoB word of mouth at WOMBAT 2 and provide real world examples of what works.
Currently serving as the CEO of Converseon, Rob's twenty years of marketing experience spans public relations, reputation management, search marketing, affiliate marketing and online media/advertising, which has convinced him that markets clearly are "conversations" that require new ways of communicating. He has been involved in digital marketing since 1995.
More about Rob:
Posted on 06/14/06 | 0 Comments | Link
New Speaker: David Clark, TALK Marketing
Online WOM gets all the press, but what about the offline world? The latest studies all say that at least 80% of all WOM actually happens offline and face-to-face. So who are the influencers that spread WOM in your local community? At WOMBAT 2, David Clark of TALK Marketing will help show you how to build WOM at the grassroots level and find the group leaders already chatting up your brands.
In 2005, Dave and two partners purchased TALK Marketing, a 28-year old word of mouth sampling company. Previously, Dave was the Founder and President of Celebrity Radio Productions, a syndication firm which created daily, celebrity-voiced radio series for corporate sponsors and distributed to medium and small markets across the country. For nearly twenty years Dave sold radio series sponsorships to advertisers including Kraft Foods, Ralston Purina, Nabisco, Johnson & Johnson, AARP and Time, Inc. Dave has also worked as marketing and sales director for a specialty medical magazine and sold publication services to public relations firms.
More about David:
Posted on 06/14/06 | 0 Comments | Link
New Speaker: Trip Hunter, Renegade Marketing Group
Think online word of mouth will replace offline? Think again. The majority of word of mouth communication is still passed along offline. People chat up face to face on products and services they like or dislike. That is part of our life, actually, but we do not always take it seriously enough. At WOMBAT 2, Trip Hunter, Guerilla Marketing Director for Renegade Marketing, will talk about how you can utilize offline WOM in new and interesting ways.
Two of Trip's lifelong passions are marketing and woodworking. So when he came across Renegade's hand saw logo seven years ago, he packed up his tools at McCann Erickson and has been sharpening his saw as the Guerrilla Marketing Director ever since. Dividing his time between biz dev and ideation, Trip has led noteworthy Renegade engagements for HSBC, Nike, IBM and TV Guide.
More about Trip:
Posted on 06/14/06 | 0 Comments | Link
New Speaker: Liz Bigham, VP/Director, Jack Morton Worldwide
A recent Keller Fay study says that 92% of word of mouth conversations take place offline. So what are you going to do about it? Come to WOMBAT 2 and hear Liz Bigham, VP and Director of Jack Morton Worldwide, show you how you can tune into these offline conversation and better gauge audience receptiveness to your message.
At Jack Morton, Liz Bigham aligns the firm's business development activity with the efforts of the marketing group, increasingly in a global capacity. She is also a significant force behind the agency's annual proprietary research. Prior to joining Jack Morton, Liz completed graduate studies in art history and worked in several New York museums. She is a frequent speaker on Jack Morton's best practices, including a recent engagement at the American Marketing Association (AMA) in Chicago.
More about Liz:
Posted on 06/14/06 | 0 Comments | Link
New Speaker: Sam Decker, Bazaarvoice
Sam Decker has spent his career as a marketing leader in startups, as a consultant, and recently for Dell -- maximizing marketing, technology and online business results. Sam will be one of the panelists at WOMBAT 2 talking about how you can get started in word of mouth at your company. He'll provide concrete steps and examples of what you can do to get buy in and implement WOM the moment you get back to the office.
A well known and widely quoted expert on all things word of mouth, Sam currently works as the VP of Marketing & Products for Bazaarvoice. Prior to joining Bazaarvoice, he was the Senior Manager of Dell Consumer eBusiness for four years, where he drove a 4x growth in online conversion rates and consumer online sales of more than $3 billion. Sam launched Dell's Consumer CRM & Segmentation team, thereby improving sales call routing, direct mail, email, and customer experience. In addition, he is the author of "301 Do-It-Yourself Marketing Ideas" and "How to Market with Computer User Groups."
More about Sam:
Posted on 06/14/06 | 0 Comments | Link
New Speaker: Chris Shipley, BlogOn Social Media Summit
Blogs are continuing to emerge as a powerful way of connecting consumers and making it easier to pass messages and memes to one another. There's no doubt that bloggers are eagerly changing the market and world around them. So how do you work with them? At WOMBAT 2, you will have the chance to learn more about working with bloggers the right way from Chris Shipley, Co-Founder of the Guidewire Group and Executive Producer of BlogOn Social Media Summit.
As a founding partner and editorial director in Guidewire Group, Chris consults with emerging technology companies to identify marketing opportunities and accelerate products to market. She was named one of the "Top 10 Minds in Small Business" by Fortune Small Business magazine and the San Jose Business Journal named her a "Woman of Distinction." Chris has covered personal technology since 1984 and has worked as a writer and editor for a variety of technology and consumer media. She is currently authoring a book on the social impact of technology-driven change.
More about Chris:
Posted on 06/14/06 | 0 Comments | Link
We're Auctioning 5 WOMBAT Passes for Charity
WOMMA is trying to raise $10,000 for charity, so we're auctioning 5 passes to the upcoming WOMBAT conference on eBay. 100% of the proceeds go to a few selected charities, including:
* Habitat for Humanity
* Heifer International
* Juvenile Diabetes Research Foundation
* Leukemia & Lymphoma Society
* Susan G. Komen Breast Cancer Foundation
The only way we're going to raise the money is by word of mouth, of course.
* Please post a link to this post on your blog
* Email the link to your friends
* Tell your friends and colleagues all about it
Please be generous. Don't forget to bid early and bid often.
Auction Details
* To find our auctions, go to eBay and search for "Word of Mouth Marketing". Our eBay ID is womma_hq.
* Use these links to go to eBay directly:
Auction 1
Auction 2
Auction 3
Auction 4
Auction 5
Update
The auctions have ended and with your help, we raised over $2100! Thank you to everyone who participated, bid generously, and helped spread the word. We could not have done it without all of your efforts.
Posted on 06/12/06 | 0 Comments | Link
New Speaker: Jamie Tedford, Arnold Worldwide
WOM differs from advertising: the latter is when the brand tells you how great they are; the former, WOM, is when a friend tells you. Ad agencies can and do play a role in generating WOM. How are top ad agencies responding, innovating, and making the most of this opportunity? How does WOM fit into a traditional ad campaign and ad organization? At WOMBAT 2, Arnold Worldwide's Jamie Tedford will answer some of those questions!
Jamie has been widely recognized as a word of mouth marketing pioneer and youth marketing specialist. Jamie's team has focused on leveraging non-traditional marketing strategies to develop brand building promotional marketing campaigns for clients such as Puma, Monster.com, VW, Truth, Southern Comfort, and Radio Shack. He has also leveraged his extensive youth marketing experience to help launch Arnold's youth marketing practice area, known as Project Y.
More about Jamie:
Read Jamie's WOMBAT 1 presentation (PDF download)
Posted on 06/ 8/06 | 0 Comments | Link
New Speaker: Jim Scheinman, Bebo
Every business magazine worth its salt has published a cover story about social networking. But what does it all mean? How can marketers make connections and work with these new networks to get people talking about their brand.
As a seasoned Internet marketing executive with 15 years of experience, Jim Scheinman is responsible for sales and business development activities at Bebo. In these roles, he is in charge of structuring major partnerships and creating new revenue opportunities through word of mouth marketing initiatives, product management, and marketing and advertising sales. Prior to joining Bebo, he was the head of business development and one of the first employees at Friendster, the site that kickstarted the whole social networking scene.
More about Jim:
Posted on 06/ 8/06 | 0 Comments | Link
New Speaker: Robert Ricci, Weber Shandwick
Many organizations are using their blogs as a PR channel. But how do you join the conversation and be a good citizen of the blogosphere? Robert Ricci, Director of Web Relations at Weber Shandwick and a well-known blogger in his own right, will teach some of the best practices he's learned at WOMBAT 2!
Born and raised in the shadow of Yankee Stadium, Robert is an accomplished, Web-obsessed, PR professional who currently works as part of Weber Shandwick's Web Relations Group. His journey thus far has put him before a wide range of clients including the Coca-Cola Company, Dunkin' Donuts, Electronic Arts, The Islands of the Bahamas, Marilyn Manson, Masterfoods USA, MTV Networks, Nine Inch Nails, Nintendo, Pepsi, Sony, U2, Unilever and The Walt Disney Company.
More about Robert:
Posted on 06/ 8/06 | 0 Comments | Link
New Speaker: Tim O'Day, Disneyland Resort
It may be a small world, after all, but there's no question that Disneyland has its own unique brand evangelists who love to talk (and talk) about the brand. In recent years, the famous resort has been busy finding ways to reach its guests in all new ways. Come to WOMBAT 2 and hear Tim O'Day, Public Relations Director for Disneyland Resort, talk about what they did to put some magic back into the conversation.
With more than two decades at Disneyland Resort under his belt, Tim O'Day has touched almost each and every Disneyland "world," which includes roles at Walt Disney World Resort, Walt Disney Imagineering, Disneyland Paris Resort, Disney Publishing, Disney Consumer Products and the Walt Disney Internet Group. As the author of the book "Disneyland", he is considered one of the foremost experts on everything Disney and its place in today's pop culture.
More about Tim:
Posted on 06/ 8/06 | 0 Comments | Link
New Speaker: Deborah Eastman, Biz360
WOM research has come a long way toward providing answers as to what people are saying about you. But how do you turn numbers into doable strategies? Deborah Eastman, chief marketing officer at Biz360, will help you make sense of the data as a way of better understanding consumer sentiment.
Deborah brings over 20 years of experience in sales, marketing and the strategic business development of technology products and consulting services. As chief marketing officer, Deborah is responsible for many of the client functions at Biz360, including marketing, sales and professional services. Before joining Biz360, she served as a vice president and managing director at BearingPoint (formerly KPMG Consulting) where she established the company's first customer loyalty program, which increased the value of BearingPoint's consulting services.
More about Deborah:
Posted on 06/ 8/06 | 0 Comments | Link
New Speaker: Jim Calhoun, PopularMedia
We all get that one email every day from a friend, usually with a subject line that reads: "You've got to see this!" You open it, you laugh, and you forward it to one of your friends. That's viral marketing by email. Before you know it, one person has forwarded a message to five friends, they forward it to five more, and so and so forth. So how do you get your message to really "go viral"? How do you incorporate viral email into a campaign and measure the results? Jim Calhoun, CEO of PopularMedia, will tell you how to monitor and optimize your campaign in real-time at WOMBAT 2.
PopularMedia has successfully helped clients launch viral marketing campaigns, involving e-Commerce, non-profit, media, and services industries. As a Silicon Valley veteran, Jim brings a strong background to helping a broad range of companies grow their businesses from startups to global leaders, companies such as HP, Encyclopedia Britannica, CheckPoint Software, and IBM.
More about Jim:
Posted on 06/ 8/06 | 0 Comments | Link
New Speaker: Marc Schiller, Electric Artists
Blogging has been popular with teens, geeks, and flamboyant extroverts for years, but today, it's garnering more attention from businesses as a way to connect with customers and prospects. At WOMBAT 2, Marc Schiller will teach you how to create great corporate blogs so you, too, can speak directly with your customers.
With a wealth of industry knowledge in marketing, branding, and public relations, Marc founded Electric Artists in 1997. Under Marc's direction, Electric Artists has become recognized as a leading agency for digital marketing and strategy in the media and entertainment sectors. Marc has guided the company's efforts in the youth marketing arena, orchestrating creative campaigns for such recording artists as Christina Aguilera, 98 Degrees, O-Town, and Dream; films such as Miramax's 'On The Line'; and consumer products from Mattel and Toymax.
More about Marc:
Posted on 06/ 8/06 | 0 Comments | Link
New Speaker: Ken Leeder, RealTravel
Consumer-generated media is a staggering phenomenon -- consumers no longer merely consume media. They now create their own. By ripping, remixing, and sharing, they are turning brand messages into something completely new and unexpected. Learn how your brand can effectively work with consumer-generated media at WOMBAT 2!
As Founder and CEO of RealTravel, Ken Leeder has found a way to leverage blogging and social networking to provide a more personalized and informative experience to travel shoppers. Prior to RealTravel, Ken founded Full Degree, a successful Product Information Management company that was acquired in 2004, and headed up business development at AdForce, a leading Internet ad service company.
More about Ken:
Read Ken's five tips for enabling and accelerating WOM by blog
Posted on 06/ 8/06 | 0 Comments | Link
New Speaker: Gary Stein, AMMO Marketing
Want to know the top WOM techniques that every marketer needs to master? How do you compare and combine online and offline WOM? Is it something you can execute in-house or do you need to bring in outside agencies? WOMBAT 2 will present WOM as a full package, and we are delighted to have noted WOM expert Gary Stein on the agenda.
Currently serving as the Director of Strategy for AMMO Marketing, Gary will bring his wealth of knowledge and expertise in WOM marketing to WOMBAT 2. Gary has been active in interactive marketing, advertising and communications for over ten years. He also writes the "Intellectual Capital" column for ClickZ, and maintains a popular blog at Steinblog.com. Before joining AMMO, Gary was the Senior Advertising Analyst at Jupiter Research, where he wrote dozens of reports on advertising practices.
More about Gary:
Posted on 06/ 1/06 | 0 Comments | Link
New Speaker: Ann Green, Millward Brown
If you want the latest numbers on word of mouth, we've got them. Ann Green of Millward Brown will be one of the speakers on a panel featuring all the latest data and stats on word of mouth. Some of your most pressing questions will be answered and you'll get more insight into the who's and why's of word of mouth marketing.
With extensive marketing, research, client service, and interactive expertise, Ann currently heads up Millward Brown's North American marketing solutions initiatives. Ann began her early career with Millward Brown, later holding key positions with Ipsos-ASI and NFO Interactive, Harris Interactive, and Grey Interactive.
More about Ann:
Read Ann's presentation from the 2005 Measuring Word of Mouth conference (PDF download)
Posted on 05/29/06 | 0 Comments | Link
New Speaker: Richard Fielding, Starom Worldwide
Marketers sometimes hesitate to launch WOM campaigns as they are not sure whether these campaigns will be effective and over concerns of how to measure their effectivenss. Richard Fieldig of Starcom will be speaking at WOMBAT 2 about methods for measuring a WOM campaign.
As VP Director of Starcom, Richard brings more than a decade's experience in media and marketing research. He leads Starcom North America in the field of media research for five years. Prior to joining Starcom, Richard was with AC Nielsen, where he ran their media measurement division.
More about Richard:
Read Riichard's presentation from the 2005 Mesauring Word of Mouth conference (PDF download)
Posted on 05/29/06 | 0 Comments | Link
New Speaker: Greg Wester, VoodooVox
Measuring WOM is a crucial issue for marketers and advertisers. After all, how do you know if a newly-launched WOM campaign works? At WOMBAT 2, we have a special panel of experts that will present all the latest data and numbers on word of mouth marketing. Greg Wester, Vice President, In-Call Ad Network for VoodooVox, will be one of those panelists.
Greg is no stranger to the WOMMA stage, having spoken already on the surging importance WOM research. He was one of the key drafters of the WOM Terminology Framework released in July 2005 and also contributed a paper to "Measuring Word of Mouth, Volume 1". Prior to VoodooVox, Gregory was founder and President of Soapbox Marketing, a word of mouth consultancy that helped brands strategize, design, launch, and measure best-practice digital word of mouth campaigns.
More about Greg:
Read Greg's WOMBAT 1 presentation (PDF download)
Posted on 05/26/06 | 0 Comments | Link
New Speaker: Esmee Williams, Marketing, Allrecipes.com
Everyone wants to know how to create buzz about a new product. What can WOM do for your new lines? At WOMBAT 2, Esmee Williams will present a case study of how Sara Lee spread the word about its newest bread, Soft & Smooth Made with Whole Grain White Bread to Moms, and how in turn Moms spread the word to their friends and family.
With a decade of experience in both brand strategy and new product development, Esmee Williams currently works as VP of marketing with Allrecipes.com. Prior to joining Allrecipes, Esmee led product development and marketing efforts for multiple brands of home productivity software at Sierra Online. Esmee also spent time at McCann-Erickson, managing the communication strategies for the Washington State Lottery.
More about Esmee:
Posted on 05/26/06 | 0 Comments | Link
New Speaker:Julie Wittes Schlack, Innovation & Design, Communispace
If there is anything word of mouth has taught us, it's that consumers do not only buy your products, but also talk and share their opinions about them. So why not turn your consumers into advocates by connecting them as a community? At WOMBAT 2, you'll have the opportunity to learn how to do this from Julie Wittes Schlack, VP of Communispace.
Before co-founding Communispace, Julie served as Manager of Learning Design for Omega Performance and for Micromentor. Her background also includes consulting and developing training materials for WGBH, Houghton-Mifflin, Upjohn, Sanders Pharmaceutical, Schering, Tufts Managed Care Institute, Arrow Electronics, and New England Telephone.
More about Julie:
Posted on 05/26/06 | 0 Comments | Link
New Speaker: Ed Sarraille, Informative
It's a given -- no matter what product or service you provide, people are already talking about you. What are they talking about? Who is doing the talking? Where it is happening? Informative CEO Ed Sarraille will participate on a panel at WOMBAT 2 about the qualitative measurement of WOM effectiveness and attempt to answer those questions.
With more than 30 years of Chief Executive and entrepreneurial experience, Ed joined Informative as CEO in June 2005. Previously, he was President and CEO of ProcurePoint, an Internet startup providing travel procurement software to Fortune 500 companies. Over his five years at ProcurePoint, Ed revolutionized how corporations negotiate for their second largest controllable expense -- travel -- by introducing online reverse auction technology to the space.
More about Ed:
Posted on 05/26/06 | 0 Comments | Link
New Speaker: David Rabjohns, MotiveQuest
A powerful global conversation has begun. Consumers are sharing relevant knowledge everyday and everywhere. How do you learn more about what they are talking about -- and what are your options when you do? David Rabjohns, President of MotiveQuest, will help you understand how to gather qualitative data about consumer conversations and identify trends and themes.
David is the founder of MotiveQuest, a marketing consultancy specializing in helping manage the marketing and business implications of online consumer dialog. By talking to both quantitative and qualitative data, MotiveQuest applies their unique "Online Anthropology" approach to digging deeper than mere buzz measurement to create models of consumer emotion and loyalty.
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Posted on 05/26/06 | 0 Comments | Link
New Speaker: Ivan Palmer, Wildfire
How do influencers influence businesses and markets? At WOMBAT 2, Ivan Palmer of Wildfire Word of Mouth Marketing will present a case study studies on the role of influencers in marketing campaigns of two pet food products in the UK (Whiskas & Pedigree). You'll learn about planning and creating a word of mouth direct mailing campaign that helps influencers spread your message.
Ivan Palmer is the founder of Wildfire Word of Mouth Marketing, the UK's first dedicated marketing consultancy specializing in word of mouth marketing. His interest in word of mouth started 3 years ago while researching new customer centric business models as Planning Director for Joshua, the UK's leading integrated marketing services companies. Prior to that he had worked as a writer and manager in the creative field for 15 years.
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Posted on 05/26/06 | 0 Comments | Link
New Speaker: William Mosher, Echopinion!
Are you familiar with the key WOM concepts? Are you curious about how to turn WOM from a cluster of concepts to implementation? WOMBAT 2 will give you the tools you can take back to the office and implement right away. Bill Mosher, Founder and Director of Echopinion!, will help kick off the second day of WOMBAT 2 with a panel on getting started in WOM.
Bill brings to Echopinion! over 20 years of marketing and advertising experience at The American Dairy Association, Bristol-Myers Squibb, and Crouse-Hinds. Prior to founding Echopinion!, Bill served as Senior Strategist for the Internet development firm Rway Communications.
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Posted on 05/26/06 | 0 Comments | Link
New Speaker: Ann Moravick, Rowland Communications
Part of what makes WOM such an amazing marketing practice is that it's absolutely impossible to generate positive buzz by engaging in deceptive stealth marketing. You'll have the opportunity to learn specific and practical steps to ethical WOM from Ann Moravick, President and CEO of Rowland Communications. She'll explain how to make sure your WOM campaigns are following ethical best practices.
Currently the President and CEO of Rowland Communications Worldwide, Ann is a communications counselor with 25 years of experience in marketing and public relations. Prior to joining Rowland in 2004, Moravick spent 18 years in the Office of the Chairman of Manning, Selvage & Lee (MS&L), one of the world's top public relations agencies. She held a number of key posts at the agency including Managing Director of the firm's London office and Managing Director of the firm's Global Health Care practice.
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Posted on 05/26/06 | 0 Comments | Link
New Speaker: Cynthia McCafferty, Fleishman-Hillard
Political campaigns were some of the first organizations to develop innovative outreach techniques on a grassroots level. Now, consumer brands are starting to use these grassroots outreach methods to get invited and welcomed inside consumers’ homes and businesses. Cynthia McCafferty, Senior Vice President of Fleishman-Hillard, will present a case study on how she worked with Clorox to create opportunities for consumers to share information, products, and services in a way they considered personal, credible, and valued.
At Fleishman-Hillard, Cynthia has led the development of grassroots education and marketing capability. She has worked on more than 50 grassroots programs for clients including Procter & Gamble, Dannon, Pfizer, Organon, and Astra Zeneca. The grassroots programs have ranged from nutrition and health education to wellness products and behavioral change. Prior to joining Fleishman-Hillard, Cynthia worked as a consultant on a variety of political and business campaigns.
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Posted on 05/26/06 | 0 Comments | Link
New Speaker: Felicia Martin-Hill, Virgin Mobile
How do big brands use WOM? How do you get people excited about your brand? How do you integrate WOM campaigns with traditional branding efforts? In her role as Manager of Network Marketing, Felicia Martin-Hill has helped Virgin Mobile USA launch its Pay-As-You-Go cell phone service using non-traditional tactics such as product integration, viral marketing, and deploying a team of one thousand influential customers. It's an amazing case study and you can only hear it at WOMBAT 2.
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Posted on 05/26/06 | 0 Comments | Link
New Speaker: Jackie Huba, Creating Customer Evangelists
WOM works when you have a group of enthusiastic evangelists who are ready to talk positively about your brand, product, or service. How do you create a group of evangelists? Where do they come from? How do you work with them? All that and more will be revealed by Jackie Huba, co-author of the definitive primer on the topic: "Creating Customer Evangelists".
Jackie will be conducting a special lunch workshop at WOMBAT 2 that is not to be missed. Not only will you gain an insider's perspective on customer advocacy, but you'll come away with tips and techniques you can take back to your office and implement right away.
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Posted on 05/26/06 | 0 Comments | Link
New Speaker: Bill Hanekamp, The Well Advertising
Have you heard of microsites? They are used to create buzz, encourage word of mouth, and establish relationships with potential buyers by focusing on a specific message or product. They are also quickly becoming a great equalizer for mid-sized and small companies otherwise drowned out by companies with bigger ad budgets. Bill Hanekamp, co-founder and CEO of The Well Advertising, will be presenting presenting case studies at WOMBAT 2 to demonstrate how The Learning Channel and Harvard Law School generated word of mouth using these microsite techniques. You'll learn what worked (and what didn't), and how to build effective campaigns.
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Posted on 05/26/06 | 0 Comments | Link
New Speaker: John Finegan, Beck Ag
Everyone wants to know -- how do you apply WOM techniques in the BtoB space? John Finegan, CEO of Beck Ag, has found success using peer influence selling in the agricultural industry. He'll share his insights in a special panel on BtoB at WOMBAT 2. You'll learn about the unqiue issues involved as compared to BtoC WOM, how to motivate recommenders, and how to sell the idea at your organization.
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Posted on 05/26/06 | 0 Comments | Link
New Speaker: Jeff Beringer, GolinHarris
Disneyland Resort is known as the "Happiest Place on Earth" -- and it's been busy lately working on ways to engage with its guests in new ways and create a new generation of fans. At WOMBAT 2, you'll have the chance to hear how Disneyland has identified what its brand evangelists are talking about and even built a dedicated Consumer Evangelist team inside the company.
As leader of the interactive communications team at GolinHarris, Jeff Beringer has worked with Disneyland Resort to create these programs. He will be co-presenting the case study on Disneyland at WOMBAT 2. In addition to his work with Disney, he has already created and managed campaigns for SC Johnson, Sony Ericsson, Texas Instruments, Coors, and the Florida Department of Citrus.
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Posted on 05/23/06 | 0 Comments | Link
New Speaker: Debbie Weil, author of "The Corporate Blogging Book"
Everywhere you look, companies are starting blogs. Some are doing things right (feeds, comments, frequent updates) ... and some are doing things not quite so right (no feeds, no comments, no updates). Of course, if you come to WOMBAT 2, you'll be able to attend a session on creating great corporate blogs and learn how to tell your story and connect with customers.
We're pleased to announce that the panel will be moderated by Debbie Weil, dubbed the "Mona Lisa of Blogging" and author of the blog BlogWrite for CEOs. She is a consultant, speaker, trainer, and expert on blogs, RSS, podcasts, wikis and other social media.
Debbie's book, "The Corporate Blogging Book: Absolutely Everything You Need to Know to Get it Right", will be published on August 3. Don't wait for the book to hit the streets -- you can download a free chapter right now.
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Download the first chapter of "The Corporate Blogging Book"
Posted on 05/23/06 | 0 Comments | Link
New Speaker: Julie Atherton, Hill & Knowlton
We get it. Bloggers have changed the rules and are redefining consumer conversation. So how do you work with bloggers and not get burned in the process?
As one of the panelists on the blogger relations panel at WOMBAT 2, Julie Atheron, SVP and Director, US Interactive for Hill & Knowlton, will help answer that question. She'll help clear up common misunderstandings about working with bloggers, emphasize the right way to comment, and generally help marketers stay out of trouble. She'll also talk about her experiences helping to craft Hill & Knowlton's employee blog policy and sensible code of practice.
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Posted on 05/22/06 | 0 Comments | Link