To download the speaker presentation, click on the 
or icon.
Please note: WOMMA will not provide printed versions of these PowerPoints. Feel free to download and print them out before the event. Check back daily to see newly-added presentations.
Agenda & Presentations
Tuesday | Wednesday
See Wednesday's Schedule!
Welcome: What Is Word of Mouth?
8:00am — 8:45amWord of mouth isn't just a marketing technique -- it's a fundamental way of doing business. Today's world is so saturated with ads, emails, and sound bytes that consumers are beginning to tune it all out. Positive word of mouth can get them tuned in again. Get the tools you need to stay relevant in a changing world.
- Learn to apply word of mouth as a business model
- Find out why word of mouth is the wave of the future -- and of today
- How to move beyond word of mouth campaigns toward a word of mouth mission
Keynote: Chip Heath, Co-author, "Made to Stick: Why Some Ideas Survive and Others Die"
8:50am — 9:50amA professor at Stanford University's Graduate School of Business, Chip Heath is the best-selling co-author of "Made to Stick: Why Some Ideas Survive and Others Die." He'll tell a crowd of the industry's leading word of mouth marketers why "naturally sticky" ideas -- ranging from urban legends to "Chicken Soup for the Soul" stories to business strategy myths -- survive in the social marketplace.
How to Use YouTube as an Effective Marketing Tool
10:30am — 11:15am- Pinny Gniwisch, Founder and EVP Marketing, Ice.com
- Mark Hillman, Creative, Online Marketing & Advertising practice, Resource Interactive
An entertaining commercial might make your customers smile, but a successfully branded viral video can actually make them talk. Learn to use sites like YouTube to generate genuine marketing buzz that works.
- Learn to build conversation-worthy content
- Find out how to create videos that people will forward to their friends
- How to use video-sharing websites
- How to monitor and measure viral video success
How to Create Customer Evangelists
10:30am — 11:15amSuccessful word of mouth is all about real consumers telling each other about products and services they love. Learn to find your most passionate fans and turn them into evangelists for your brand.
- How to identify potential evangelists
- Learn to excite and engage your customers
- How to enable and empower conversations
How to Implement a Word of Mouth Ethics Policy
10:30am — 11:15am- Rick Murray, President, me2revolution at Edelman
- Jim Nail, Chief Strategy & Marketing Officer, Cymfony
You've read the WOMMA Ethics Code. Now make it real. Learn specific, practical steps to ensure that all your word of mouth efforts are ethically sound. Protect your brand from the negative word of mouth that accompanies an unethical campaign and promote it with the positive word of mouth that only honest businesses enjoy.
- How to educate junior staff, vendors, and subcontractors
- Learn to stop unethical practices before they start
- Get the tools you need to protect your image and integrity
How to Use Blogs to Keep the Buzz Going
10:30am — 11:15amEveryone has a website. What everyone truly needs, however, is a blog. Learn corporate blogging strategies that will help your company not only create buzz, but also sustain it.
- Learn to use blogs to promote your brand
- How to link and promote within the blogosphere
- Discover the importance of transparency
- Learn blog dos and don'ts
- How to get maximum visibility for your blog
- Learn to write word-of-mouth-worthy content
How to Integrate Word of Mouth into Your Advertising Plans
11:30am — 12:15pmFeatured companies
- Brad Fay, Chief Operating Officer, Keller Fay Group
- David Shiffman, VP Research Director, MediaVest Worldwide
Does word of mouth mean the end of print, television, and radio advertising? Not even close. Research shows that all forms of advertising can function as important stimuli to word of mouth conversations and consumer recommendations. Learn, for example, how Super Bowl advertising raises word of mouth levels for advertised brands.
- Learn how advertising, PR, and other marketing activities can impact word of mouth
- Learn how advertising objectives are changing in a word-of-mouth era
- Discover how advertising strategies and tactics are changed by a word of mouth objective
- How to evaluate the success of advertising-based word of mouth
How to Implement a Sustainable Word of Mouth Program
11:30am — 12:15pmWord of mouth is more than a series of one-time stunts. Learn strategies for building long-term word of mouth so that your customers will keep talking about you day after day, month after month, and year after year.
- How to build long lasting relationships
- Learn to sustain meaningful conversations
- How to evangelize employees and customers
- Why fundamentally good products and services work
How to Create WOM-Worthy Destinations Online
11:30am — 12:15pmCreating a website that has clout is far from easy in a World Wide Web that's dominated by names like MySpace, YouTube, and Second Life. It's not easy, but it's not impossible, either. Learn to build online destinations that generate healthy buzz and palpable word of mouth.
- Learn to build relationships via online communities
- Learn to create word of mouth with microsites, blogs, podcasts, and more
- How to use Google, Digg, wikis, and widgets as marketing tools
- Understand what makes web content go viral
How to Initiate Offline Word of Mouth
11:30am — 12:15pmWord of mouth isn't all blogs, viral video, and forward-to-a-friend. In fact, studies show that a majority of word of mouth takes place offline. Sure, it's harder to monitor and manage. In the end, though, it's also more effective.
- Understand what real people are saying about you in the real world
- Discover tools and techniques for starting offline conversations
- How to build a bridge between online and offline word of mouth
- Learn to do water cooler-worthy marketing
Small-Group Networking Activity
12:30pm — 2:15pmMeet your fellow attendees and apply the lessons that you've learned in hands-on group sessions. This guided session give you the opportunity to extend your learning while building relationships with your fellow attendees. Results will be shared on the WOMBAT blog.
How to Use YouTube as an Effective Marketing Tool
2:30pm — 3:15pm- Pinny Gniwisch, Founder and EVP Marketing, Ice.com
- Mark Hillman, Creative, Online Marketing & Advertising practice, Resource Interactive
An entertaining commercial might make your customers smile, but a successfully branded viral video can actually make them talk. Learn to use sites like YouTube to generate genuine marketing buzz that works.
- Learn to build conversation-worthy content
- Find out how to create videos that people will forward to their friends
- How to use video-sharing websites
- How to monitor and measure viral video success
How to Create Customer Evangelists
2:30pm — 3:15pmSuccessful word of mouth is all about real consumers telling each other about products and services they love. Learn to find your most passionate fans and turn them into evangelists for your brand.
- How to identify potential evangelists
- Learn to excite and engage your customers
- How to enable and empower conversations
How to Implement a Word of Mouth Ethics Policy
2:30pm — 3:15pm- Rick Murray, President, me2revolution at Edelman
- Jim Nail, Chief Strategy & Marketing Officer, Cymfony
You've read the WOMMA Ethics Code. Now make it real. Learn specific, practical steps to ensure that all your word of mouth efforts are ethically sound. Protect your brand from the negative word of mouth that accompanies an unethical campaign and promote it with the positive word of mouth that only honest businesses enjoy.
- How to educate junior staff, vendors, and subcontractors
- Learn to stop unethical practices before they start
- Get the tools you need to protect your image and integrity
How to Use Blogs to Keep the Buzz Going
2:30pm — 3:15pmEveryone has a website. What everyone truly needs, however, is a blog. Learn corporate blogging strategies that will help your company not only create buzz, but also sustain it.
- Learn to use blogs to promote your brand
- How to link and promote within the blogosphere
- Discover the importance of transparency
- Learn blog dos and don'ts
- How to get maximum visibility for your blog
- Learn to write word-of-mouth-worthy content
How to Integrate Word of Mouth into Your Advertising Plans
3:30pm — 4:15pmFeatured companies
- Brad Fay, Chief Operating Officer, Keller Fay Group
- David Shiffman, VP Research Director, MediaVest Worldwide
Does word of mouth mean the end of print, television, and radio advertising? Not even close. Research shows that all forms of advertising can function as important stimuli to word of mouth conversations and consumer recommendations. Learn, for example, how Super Bowl advertising raises word of mouth levels for advertised brands.
- Learn how advertising, PR, and other marketing activities can impact word of mouth
- Learn how advertising objectives are changing in a word-of-mouth era
- Discover how advertising strategies and tactics are changed by a word of mouth objective
- How to evaluate the success of advertising-based word of mouth
How to Implement a Sustainable Word of Mouth Program
3:30pm — 4:15pmWord of mouth is more than a series of one-time stunts. Learn strategies for building long-term word of mouth so that your customers will keep talking about you day after day, month after month, and year after year.
- How to build long lasting relationships
- Learn to sustain meaningful conversations
- How to evangelize employees and customers
- Why fundamentally good products and services work
How to Create WOM-Worthy Destinations Online
3:30pm — 4:15pmCreating a website that has clout is far from easy in a World Wide Web that's dominated by names like MySpace, YouTube, and Second Life. It's not easy, but it's not impossible, either. Learn to build online destinations that generate healthy buzz and palpable word of mouth.
- Learn to build relationships via online communities
- Learn to create word of mouth with microsites, blogs, podcasts, and more
- How to use Google, Digg, wikis, and widgets as marketing tools
- Understand what makes web content go viral
How to Initiate Offline Word of Mouth
3:30pm — 4:15pmWord of mouth isn't all blogs, viral video, and forward-to-a-friend. In fact, studies show that a majority of word of mouth takes place offline. Sure, it's harder to monitor and manage. In the end, though, it's also more effective.
- Understand what real people are saying about you in the real world
- Discover tools and techniques for starting offline conversations
- How to build a bridge between online and offline word of mouth
- Learn to do water cooler-worthy marketing
How to Do Word of Mouth: 40 Ideas You Can Act On Tomorrow
4:50pm — 5:35pmTake a deep breath, open your mind, and get ready for an exciting flood of great ideas. Our all-star panel is going to share the world's fastest roundtable of case studies: 40 word of mouth ideas in 40 minutes. Each idea is practical, usable, and affordable. You'll walk out of this session with take-back-to-the-office knowledge that you can put to good use the very next day. This session alone pays for your conference registration.
New Orleans Style Feast
6:00pm — 9:00pmEat, drink, and schmooze with your fellow attendees in the best place to do all three: the Big Easy! We'll have crawfish, gumbo, and all the fixings you'd expect from a Louisiana meal. Bring your appetite and some business cards, because this is no ordinary dinner -- it's a full WOMMA-style feast! Everyone will be there, so don't make other plans. Dinner is free with conference registration.