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

All marketers want to know how to reach their influencers and hit that core influencer segment for their product. By benchmarking the influencers’ satisfaction and interacting with them, many marketers find the keys to a word-of-mouth (WOM) program. Persona management, online surveys and call center data all play a part in the exploration process.

This session explores the "targeting criteria" of a WOM program and the continuing communications ramifications beyond a viral campaign. This session breaks down the understanding and planning the before and after of a WOM project.

You will also hear an exclusive presentation about new research conducted by DoubleClick called “Ad Attitudes” that challenges the assumption that consumers hate advertising in all contexts and helps determine who is an influencer. Find out what consumers think about advertising on emerging platforms and how to reach those hyper WOM influencers with ads and other media. 

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Speaker(s): Rick E. Bruner, Research Director, DoubleClick; David W. Dickey, Online & Interactive Advertising, Email and Direct Marketing, Sprint/Nextel; Mel Clements, Brand Manager, The Coca Cola Company

Format: PPT