Creating Talkable Brands | Preview #5
This is my last preview of next week’s Creating Talkable Brands Conference. We’ve highlighted only a few of the 40+ sessions in previous posts. You really should work your way through the full agenda. You’re guaranteed to find topics related to making your business smarter about its word of mouth marketing activities.
Day #3 kicks off with discussions about the new FTC guidelines. It then dives deep into the role customer service plays in sparking conversations. More breakout sessions from notable brands. And, the conference closes with the WOMMY Awards luncheon, recognizing the best word of mouth marketing programs from the past year.
KEYNOTE | The Role of the FTC in Word of Mouth and Social Media Marketing
[Fri. Nov. 20 | 8:00 – 9:15]
WOMMA has long championed honesty, transparency, and disclosure with the design and delivery of word of mouth marketing programs. The Federal Trade Commission has adopted many of the ethical standards first set forth by WOMMA.
Chuck Harwood, Assistant Deputy Director with the Bureau of Consumer Protection, will explain why the FTC has adopted new guidelines as it relates to endorsements and testimonials used in online social media channels.
Following Chuck’s presentation, there will be a Panel Discussion to share insights and best practices into how brands can adhere to the disclosure requirement.
Roundtable Discussion:
Best Practices on Ethics, Endorsement, and Adequate Disclosure
Panelists include: Lee Peeler, president/ceo of the National Advertising Review Council, Jory Des Jardin, co-founder/president at BlogHer, Sean Corcoran, Forrester Research analyst, Anthony DiResta, WOMMA’s general counsel and partner at Manatt, Phelps & Phillips, LLP, and Paul Rand, president/ceo at Zocalo Group.
This will be one of the most important sessions at the conference.
Customer Service: The Hidden Engine that Drives Word of Mouth
[Fri. Nov. 20 | 9:45 – 10:30]
We know great customer service has always been a high-touch affair with the importance of front-line employees making meaningful connections with customers. With Twitter, Facebook, and other Social Media tools, customer service is increasing being a high-tech affair. Given its elevated status, is customer service the new heart and soul of word of mouth? That’s the question this session will answer.
Pete Blackshaw, WOMMA co-founder, author, and evp of digital strategic services at Nielsen, will lead the panel on Customer Service and its role in Word of Mouth. Joining Pete will be marketers and customer service practitioners from Comcast, Levi Strauss, Toyota, and Best Buy.
WOMMY Awards Luncheon
[Fri. Nov. 20 | 1:00 – 2:30]
The WOMMY Awards were created in 2006 to recognize the people, agencies, and brands behind the most remarkable word of mouth marketing campaigns.
Throughout the Creating Talkable Brands Conference, the seven category winners will be announced. At the luncheon, each category winner will present their award-winning case study. And, the Grand Prix Winner will be announced. Sure to be informative, fun, and a a great way to close out the conference.
There is still time to register for the conference and you can still save $200 off the registration fee.
