This session explores the "targeting criteria" of a WOM program and the continuing communications ramifications beyond a viral campaign.

Marketers want to know HOW to reach THEIR influencers. There's a specific segment for each product that is a core influencer. In understanding them, benchmarking their satisfaction and creating interaction, you find the keys to a word-of-mouth (WOM) program. It's really the first step before coming up with program ideas. Persona management is part of the exploration process. Online surveys and call center data can also feed into the understanding. This session explores the "targeting criteria" of a WOM program and the continuing communications ramifications beyond a viral campaign. This session should break down the understanding and planning the before and after of a WOM project as it's much bigger than just a single project. Through case studies from leading marketers and strong moderation by a WOM expert, you will be able to apply these examples to your business to plan your own, effective viral program.

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Presenter: Stephen Nesle, TribalDDB; Zdenek C. Kratky, Philips DAP North America; Jason Woodmansee, Digitaria; Gary F. Spangler, DuPont

Format: PowerPoint