(All Times EST)

8:00 a.m. -
8:30 a.m.

Welcome & Introduction: Day 2
John Bell, Managing Director, 360° Digital Influence

8:30 a.m. -
9:15 a.m.

A Marketer’s Dilemma: MySpace or Facebook? Or Both?
Moderator: David Berkowitz, Director of Emerging Media & Client Strategy, 360i
Heidi Browning, Senior Vice President, Insight & Planning, MySpace
Chris Pan, Head of Brand Solutions, Facebook

The world’s two largest social networks, MySpace and Facebook, attract over 130-million users monthly. Thus the question has changed from “IF” you should use MySpace or Facebook to reach your customers to “HOW.” How can attention, affinity, and action happen best on each site? How do marketing messages spread differently between the two? How best to monitor and measure a brand’s performance on each site? Expect immediate takeaways because those questions and more will be answered in this important session featuring senior-level executives from MySpace and Facebook.

9:15 a.m. -
10:00 a.m.

Disney: Lessons Learned Using Social Media
Duncan Wardle, Vice President, Global PR Integration & WDW PR, Disney Destinations

Influencer Marketing. Social Network Marketing. Evangelical Customer Outreach. Disney has done it all in the disciplines of offline and online word of mouth marketing. Duncan Wardle, Disney Destinations VP, will present multiple best practice case studies outlining Disney’s digital word of mouth marketing programs. You’ll learn how Disney structures its programs and hear in-the-trenches lessons Disney learned from translating their offline marketing prowess to the online world. Duncan will also address how Disney is deepening its relationship with Mommy bloggers. No matter how advanced or inexperienced your company is in using digital word of marketing, you are certain to learn something worthwhile from Disney’s doings.

1:50 p.m. -
2:35 p.m.

Wal-Mart: How 1 Evangelist and 11 Moms are Impacting Wal-Mart through WOMM and Social Media
John Andrews, Emerging Media Senior Manager, Walmart

Imagine the difficulty selling-in WOMM and Social Media programs at the world’s largest public company. That responsibility rests with John Andrews, Wal-Mart’s Sr. Manager of Emerging Media. While many WOMM brand marketers are busy training their organizations to adopt Social Media while creating effective programs, John is also training the whole Wal-Mart eco-system from partners and suppliers to Wal-Mart, itself. What’s worked? What hasn’t? What will Wal-Mart try next? You’ll learn all answers to those questions. And, you’ll get insider knowledge on “Eleven Moms,” Wal-Mart’s signature online WOMM program from two of the blogging Moms.

2:35 p.m. -
3:20 p.m.

Texas Instruments: Bringing Innovative WOM Programming to the B2B Environment
Kathryn Collins, Director, Corporate Communications, Texas Instruments
Jeff Beringer, Senior Vice President, Digital Practice Lead, GolinHarris

Texas Instruments (TI) has a 75-year record of innovation with technology. Over the past 18-months, the company has been focused on innovating its communications function from the ground up. Today, TI engineers rely on word of mouth to develop new products, to troubleshoot technologies, and to share their successes within the company. Discover how TI, working with an agency partner, GolinHarris, reconfigured its approach to marketing by developing worthwhile relationships with important customers and influential voices online.

3:20 p.m. -
4:05 p.m.

The Personal CPM: Marketing to Humans, Through Humans:
What is Your Social influence Worth?
Moderator, Jamie Tedford, Chief Executive Officer, Brand Networks
George Gallate, Global Chairman, Euro RSCG 4D
Allen Jerkins, Social Media, Monster.com
Todd Lowe, Social Media, MTV

This panel will tackle one of the most pressing issues of the nascent social media industry. In the last year, marketers, bloggers, venture capitalists and journalists have been kicking around the term “personal CPM”, the idea that in a social networking context, people with different levels of reach and influence among their peers will be accorded a corresponding CPM that can be effectively bought and sold. The concept inevitably raises the ethical debate of compensation to individuals with higher social CPM’s- as evidenced with evolving blog revenue models and even celebrity appearance and spokesman compensation. With the social graph being as important to Web 2.0 as impressions were in the early days of the Web, is this concept an inevitable outcome, or an idea whose time will never come? What are the implications of this new social dynamic for Broadcasters, Clients, and Agencies? Hear from these experts on the front line of the social media revolution.

4:05 p.m. -
4:35 p.m.

FTC Guidelines: Ethics, Endorsements & Your Next WOMM Program
Paul Rand, President, Zocalo Group
Tony DiResta, Attorney, Reed Smith LLP

The Federal Trade Commission (FTC) recently proposed new guidelines to address endorsements and testimonials used in traditional media and emerging media such as Blogs, Twitter, and Facebook. The proposed guidelines are intended to prevent misleading and untruthful endorsements from advertisers and bloggers. Paul Rand, WOMMA’s Ethics Chair, and Anthony DiResta, former regional FTC Director, will lead an important conversation on how the proposed FTC guidelines affect offline and online word of mouth programming. Additionally, this session will focus on the updated WOMMA Ethics Code and how it aligns with the FTC’s proposed guidelines. (Click here to learn more about the WOMMA Ethics Code.)

4:35 p.m. -
5:00 p.m.

WOMM-U Wrap-Up