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All presentations can be downloaded by clicking in the appropriate speaker link. We recommend saving the file to your hard drive (right-click on the presentation and select "Save Link As...") If there is no link, then we don't have the presentation yet, or none was used. Some panels used a combined presentation, which is also noted below.
WOMMA members: Drop us a note and we'll send all of these to you on a CD.
DAY TWO: HOW-TO's AND CASE STUDIES
Friday, January 20, 2006 |
7:30 - 8:00 |
Breakfast |
8:00 - 8:45 |
Getting Started: Creating a WOM Business Plan
Paul Rand, Partner, Global Chief Development and Innovation Officer, Ketchum
Dave Evans, VP of Social Media, HearThis
Todd Tweedy, President, BoldMouth
Start the how-to part of the conference with a crash course in how to create a complete word of mouth marketing program.
- Create a WOM business plan
- Learn the 5 Steps of WOM: Talkers, Topics, Tools, Taking Part, and Tracking
- Discover the essential elements of every word of mouth marketing campaign
- Learn to build your own word of mouth campaign
Download:
Shared presentation from all three speakers |
8:55 - 9:45 |
Keynote: Bob Garfield, "The Chaos Scenario"
Ad Critic, Advertising Age
Author, And Now a Few Words From Me
Host, NPR's "On The Media"
Let's say it's 2020. George's job at Spacely Sprockets is gone, because digits are the new widgets. Over the air network TV is gone, too, along with program schedules, affiliate stations and Jimmy Kimmel's career. Jane, Judy and Elroy get their entertainment and their news any way they wish - TV, phone, camera, laptop, game console, MP3 player. Satellite radio is a 4 billion dollar, 8-track tape player stored on a high shelf in the garage, pushed aside by podcasting, which is free.
So, what if the old model collapsed before the bright, bold Jetsonian future is ready to pick up the pieces? What would it mean for the media business? What would it mean for advertisers?
Here's what it would mean. It would mean radical changes in the economy, the culture, and the society itself. And they wouldn't be easy to swallow. And, by the way, it's happening right now. We are heading, all of us, into a historically turbulent moment in the history of media, with the very real risk of disruption on a mass scale.
Call it the Chaos Scenario. |
9:45 - 10:00 |
BREAK |
10:00 - 10:45
SESSION A |
How-To #1: How to Use Online Feedback To Improve Your Marketing
Josh Sinel, CEO, Kaava
Brett Hurt, Founder & CEO, Bazaarvoice
Customers are talking about you and your products. How are you encouraging these conversations? What are they saying, where are they saying it, and how can you use customer-to-customer conversations to drive your business forward? Learn from Joshua Sinel, CEO of Kaava, and Brett Hurt, CEO of Bazaarvoice, on ways to bring word of mouth into your branded and customer experience, and how word of mouth data can be analyzed and used to drive real business improvements. They will cover real-world work and results from client engagements with AOL, IBM, CompUSA and Golfsmith. They will highlight ways you can drive online feedback on your site, how it can be quantified for priority planning, and qualified for creative messaging.
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10:00 - 10:45
SESSION B |
How-To #2: How to Work with Bloggers and Communities, The Ethical Way
Steve Friedman, VP, Associate Publisher, Weblogs, Inc.
Robert Ricci, Web Relations, Weber Shandwick
Nate Mordo, Manager, Online Marketing, Ubisoft
"Blogger Relations" has become the latest trend in PR. But dealing with bloggers and communities is tricky, and requires the highest level of ethical behavior. Learn how to build good relations with bloggers and earn their respect.
Download:
Steve Friedman presentation
Robert Ricci presentation
Nate Mordo presentation
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10:00 - 10:45
SESSION C |
How-To #3: How to Build A Great Reputation Online
Paul Williams, CEO, iKarma
Herbert Ong, CEO & Founder, Genuosity
Ben Straley, Director of Marketing, Judy's Book
Imagine what can happen to your business if you are able to engage your customers to participate and help build your reputation showcase. Come learn with Herbert Ong of Genuosity and discuss effective methods to build, manage and utilize your reputation showcase to capture customer-created testimonials and accelerate customer-to-friend referrals.
Paul Williams of iKarma will present about "Reputation Management for Fun and Profit."
WOM has the power. Advertising has the reach. Reputation Management has the depth. Learn how adding reputation management to your WOM and advertising strategies can unify and enhance the value of all three.
Download:
Paul Williams presentation
Herbert Ong presentation
Ben Straley presentation |
10:00 - 10:45
SESSION D |
How-To #4: How to Do Business to Business WOM
Gary Spangler, eBusiness Manager, DuPont
Steven Nicks, Founding Partner, The Phelon Group
How does WOM change in a BtoB environment? Do the techniques differ, or are we still dealing with the same motivations and causes of action. Learn how DuPont reaches out to customers, and how Phelon Group helps BtoB marketers create customer reference programs.
Download:
Gary Spangler presentation
Steven Nicks presentation
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11:00-11:45
SESSION A |
How-To #5: How to Motivate Fans, Advocates, and Evangelists
Laurie Weisberg, SVP, Informative
Jamie Tedford, SVP, Marketing & Media Innovation, Arnold Worldwide
Jen Scott, Senior Account Executive, Maxwell PR Studio
Word of mouth marketing is real people talking to their friends about your products. Learn how to get them talking, why they talk, and what motivates them.
Download:
Laurie Weisberg presentation
Jamie Tedford presentation
Jen Scott presentation
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11:00-11:45
SESSION B |
How-To #6: How to Create Great Blogs That Get People Talking
David Binkowski, Director of Online Outreach, Hass MS&L
Jason Woodmansee, Manager, Global eMarketing, TaylorMade-adidas Golf
Steve Rubel, Senior VP, Micro Persuasion, CooperKatz & Company
A great blog tells your story, opens your doors, and becomes a bridge to real consumers. A bad one is just another corporate mouthpiece. Learn how to create genuine blogs that really connect with people.
Download:
David Binkowski presentation
Steve Rubel presentation
Jason Woodmansee presentation |
11:00-11:45
SESSION C |
How-To #7: How to Create a Best-Selling Book with WOM
Greg Stielstra, VP Marketing, Thomas Nelson Publishing & Author, PyroMarketing
Bryan Eisenberg, Co-Founder, Future Now & Author, Call to Action
Learn how two amazing word of mouth marketers launched books into the best-seller stratosphere. Stielstra was the marketing guru behind Rick Warren's Purpose Driven Life, the best-selling non-fiction book in generations. Eisenberg's Call to Action became a New York Times and WSJ best-selling business book in weeks.
Download:
Greg Stielstra presentation
Bryan Eisenberg presentation |
11:00-11:45
SESSION D |
How-To #8: How to Get Women Talking
Terri Whitesel, Chief Translator, Interpret-Her
Kevin Burke, President, Lucid Marketing
Yvonne DiVita, President and Founder, WME Books
Do different factors motivate women when it come to word of mouth? What types of messages do they share -- and what types of messages do they believe? Understand the unique elements of a word of mouth program involving women.
Download:
Terri Whitesel presentation
Kevin Burke presentation
Yvonne DiVita presentation |
11:45 - 1:45
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Author Workshops (and Lunch):
Noted professors and authors will lead intense small-group discussions on word of mouth issues. Grab your lunch, pick your topic -- and start thinking. Talking with your mouth full is encouraged.
ROOM 1: Ed Keller and Jon Berry, The Influentials
How to Identify, Reach, and Motivate Key Influencers
Ed Keller and Jon Berry have written one of the most important books in word of mouth marketing entitled The Influentials. "One American in ten tells the other nine how to vote, where to eat, and what to buy." Keller and Berry will show you how to find the most influential people in the marketplace and educate you on the way those people think and how they can be targeted.
Download:
Shared presentation from both speakers
ROOM 2: Douglas Atkin, The Culting of Brands
How to Create Brand Converts
Some of the most effective word of mouth can be generated by creating believers. Those who have bought in hard to the brand and its community can be the most passionate advocates. And the communities and the social networks that spring from them are some of the most effective media for brand stories. Douglas will give some key guidelines on how to create believers and how to exploit the community and social networks.
Download:
Douglas Atkin presentation
ROOM 3: Jackie Huba, Creating Customer Evangelists
How to Create Customer Evangelists
Author Jackie Huba knows how to take a company's best customers and turn them into influential, loyal, and enthusiastic evangelists. Her book, Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force, documents and outlines this emerging standard of customer loyalty.
During her interactive presentation on creating customer evangelists, participants will learn how to develop grassroots marketing strategies and programs that create communities of influencers who expand and drive sales.
Download:
Jackie Huba presentation
ROOM 4: George Silverman, The Secrets of Word of Mouth Marketing
How to Create Word of Mouth Campaigns
George Silverman, author of The Secrets of Word-of-Mouth Marketing is "an expert in creating word-of-mouth campaigns" and an internationally-known speaker on the subject of word-of-mouth marketing. He specializes in "creating multifold sales increases through positive word of mouth." Ask him questions and he can give you tons of information on WOM and how to create the best WOM program for your company.
Download:
George Silverman presentation
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1:45 - 2:10
SESSION A |
Case Study #1:
Daimler-Chrysler: Product Seeding With Influencers
Patrick Thoburn, President, Matchstick
To create some buzz about its 2004 300C sedan, Daimler Chrysler worked with Matchstick to seed 100 influential drivers with the new then-new vehicle. Matchstick will relate their experiences in seeding the car, working with key influencers, and tracking sales and overall awareness.
Download:
Patrick Thoburn presentation |
1:45 - 2:10
SESSION B |
Case Study #2: Tiger Beer: WOM and Beverages -- How Drinks Get Hot
Ted Wright, Partner, Liquid Intelligence
Tiger Beer, one of the largest beermakers in Asia, has become one of the fastest growing imports in the United States. Learn how the company worked with Liquid Intelligence to based their marketing program on working with influencers to spread the word about the hot new drink.
Due to a last-minute schedule conflict, the topic of Ted Wright's presentation was changed to a case study about Liquid Intelligence's work with Pabst Blue Ribbon.
Download:
Ted Wright presentation |
1:45 - 2:10
SESSION C |
Case Study #3: WOM In Faith-Based Markets
Bob Hutchins, General Partner, Buzz Plant
How does someone spread word of mouth in the faith-based community? The Ground Force Network uses their connections with this community to promote a variety of faith-based products, music releases, films and events. Learn from Beth Cathey about how to get people in this particular market talking.
Download:
Bob Hutchins presentation |
1:45 - 2:10
SESSION D |
Case Study #4: Panasonic Oxyride Batteries: Integrating WOM Into A New Product Launch
Drew Neisser, CEO & Co-Founder, Renegade Marketing Group
To introduce Oxyride, a line of more powerful alkaline batteries, Panasonic opted for an unconventional marketing campaign targeting younger consumers. Centered around offbeat animated critters called Oxymites, every element of the campaign from blogs to online games, college events to late night TV, WOM to IMV's, reinforced the idea that Oxyride batteries are the essential accessory for the target's on-the-go, technology-rich 24/7 lifestyle in a refreshingly tongue-in-cheek manner.
Download:
Drew Neisser presentation |
2:10 - 2:20 |
BREAK |
2:20 – 2:45 SESSION A
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Case Study #5: TechSmith: Steps To Get Them Talking About You - Turning Customers Into Evangelists
Betsy Weber, Chief Evangelist, TechSmith
Learn how a small software company located in the Midwest creates customer evangelists all over the world and arms them with the materials and knowledge to spread word of mouth and generate buzz.
Download:
Betsy Weber presentation |
2:20 – 2:45 SESSION B |
Case Study #6: Best Buy: Avoiding Typical Online WOM Mistakes
Joe Mele, Senior Account Director, Avenue A/Razorfish
Laurie Blum, Senior Media Strategy Manager, Best Buy
Managing the expectations of your own organization around WOM marketing can be challenging if you are not well prepared. In this session, we will walk through the common mistakes marketers make when setting up online WOM campaigns. And, we will help you properly communicate within your organization how WOM campaigns need to be set up and supported, and what "success" looks like.
Download:
Shared presentation from both speakers |
2:20 – 2:45 SESSION C |
Case Study #7: Whirlpool: Podcasting
Daniel Cooke, Manger, Interactive Marketing, Whirlpool Corporation
The phenomenon of podcasting is quickly becoming one of the most popular ways to spread news and word of mouth about a particular company. Learn from Dan Cooke of Whirlpool on how his company was able to master this new technology, create the "American Family" podcast and use it to educate and help out consumers.
Download:
Daniel Cooke presentation |
2:20 – 2:45 SESSION D |
Case Study #8: Downy Wrinkle Releaser: Smoothly Integrating WOM With Traditional Advertising
John Bloomstrom, Executive Vice President, Manager of Influencer Marketing, Northlich
Downy Wrinkle Releaser is a relatively young brand with limited retail distribution and modest marketing budgets. Learn how this brand has synchronized all its communications programs - both traditional advertising and WOM techniques - to maximize sales impact by attracting new users and creating brand advocates.
Download:
John Bloomstrom presentation |
2:45 - 3:00 |
BREAK |
3:00 - 3:25
SESSION A |
Case Study #9: Big Budgets, Small Budgets
Dee Hall, Senior Vice President, Managing Director, Hall Event Group
Some are blessed with large budgets, while others have to deal with smaller budgets. Word of mouth can easily fit into either situation. Learn how to maximize WOM to get the best results based on your needs.
Download:
Dee Hall presentation |
3:00 - 3:25
SESSION B |
Case Study #10: Showtime: Building Barbershop Buzz Via Radio And Telephone
Greg Wester, Vice President, In-Call Network, VoodooVox
In launching the TV show, “Barbershop—The Series”, Showtime and VoodooVox collaborated to turn calls into radio stations into a word-of-mouth promotion supporting the show’s premiere. The campaign engaged urban consumers familiar with the show’s theme, and turned them into creators and evangelizers of consumer generated media consistent with the series premiere. This case study presents details and extensions of the only word-of-mouth campaign ever managed and tracked by calls into a network of radio station listener lines.
Download:
Greg Wester presentation |
3:00 - 3:25
SESSION C |
Case Study #11: POLO & Paramount: Generating Word of Mouth with College Students
Samantha Skey, SVP, Convergent Marketing, Alloy Media & Marketing
In order to create buzz for Polo Jeans and inspire volunteerism among young adults in support of POLO Jean's Co.'s G.I.V.E Campaign, Alloy and POLO Jeans partnered for a mobile initiative to connect with College students. Learn how Alloy garnered buzz through experiential environments, resulting in measurable product sales and awareness and donations for the client's charitable initiatives.
To create buzz and drive sales for the release of Paramount Home Entertainment's "The Longest Yard" DVD, Alloy took Paramount back to school to build excitement among students leading up to the official release. Learn how Alloy made an impact through campus events and promotions delivering results for client.
Download:
Samantha Skey presentation |
3:00 - 3:25
SESSION D |
Case Study #12: "Family Guy" and Rainier Beer: Bringing Brands Back From The Dead
Dave Neupert, CEO, M80
Jim Elliott, Creative Director and Copywriter, Cole & Weber/Red Cell
Learn how M80 was able to ressurrect the now popular FOX television show "Family Guy" with the release of its DVD box set.
Fox initially canceled "Family Guy", but Family Guy Team Members alongside M80 encouraged Fox to re-launch the show because of the incredible fan feedback and online Family Guy petitions.
In the 1970’s Rainier Beer was synonymous with the Pacific Northwest. But in the years that followed, the beer was gobbled up by a mega-brewery, production moved out of state and the brand fell victim to the micro-brew craze. 30 years later Cole & Weber United resuscitated the Northwest’s love for their long-forgotten beer with a fully-integrated word-of-mouth campaign centered around a late-night cable TV program, RainierVision.
Download:
Dave Neupert presentation
Jim Elliott presentation
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BREAK |
3:35 – 4:00 SESSION A
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Case Study #13: Tillamook Cheese: Word Of Mouth In The Hispanic Community
Tom Eiland, Partner, Conkling Fiskum & McCormick
Erika Simms, Principal, Conkling, Fiskum & McCormick
Can word of mouth build awareness for a brand of cheese in the Hispanic community? Oregon based Tillamook Cheese did just that using community events to engage consumers and local officials.
Download:
Shared presentation from both speakers |
3:35 – 4:00 SESSION B |
Case Study #14: Prostate Net: Barber-Based Grassroots Outreach For A Non-Profit
Virgil Simons, President, The Prostate Net
Learn how the Prostate Net's initiative created a network of barbers, medical centers and corporate supporters nationwide to educate medically underserved communities about disease risk and to motivate them to participate in a screening program. As a result of the effort they were able to bring over 10,000 men into the program who had never been tested before and established an on-going conduit for information disseminastion.
Download:
Virgil Simons presentation |
3:35 – 4:00 SESSION C |
Case Study #15: Word of Mouth & Rewards
Scott Meldrum, President, HypeCouncil
Bob Troia, Founder and President, Affinitive
Rewards can be a valuable component of any successful word of mouth strategy. But should consumers be rewarded for their passion? Learn from Affinitive's Bob Troia about:
* Point-based accumulation/loyalty programs versus contests and sweepstakes
* Rewards-redemption statistics
* "Tangible" versus "intangible" rewards
* The concepts of "social capital" and "social currency"
* Rewarding only honest WOM - encouraging and enforcing transparency
Scott Meldrum will present on the "A Word for Your Mouth" promotion. HypeCouncil will distribute 3000 chocolate bars with a WOM word embossed on them to spread the word about the WOMBAT conference. This promotion is fun, engaging and centered around the word-of-mouth philosophy.
Download:
Bob Troia presentation
Scott Meldrum presentation
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3:35 – 4:00 SESSION D |
Case Study #16: National Outdoor Leadership School: Have You Seen this Bus?-The Intersection of Word Of Mouth and Event Marketing
Bruce Palmer, Director of Admission and Marketing, National Outdoor Leadership School (NOLS)
In August of 2004 the alternative fuel-powered NOLS Bus pulled out of Lander, Wyoming with three goals -- to increase NOLS enrollment, improve NOLS exposure through media coverage and to rally NOLS graduates around the country. 28,000 miles later, the bus has become a word of mouth magnet and created its own "bus buzz" in alternative energy circles. Every stop includes veggie oil buffs stopping by to check out out the "system" and NOLS has even done conversion consults with a wide variety of touring bands and MTV.
Download:
Bruce Palmer presentation |
4:10 - 4:40 |
Conference Wrap-Up
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