Word of Mouth Marketing (WOMM): Chicago

450 North Cityfront Plaza Drive
Chicago, IL 60611
1/1/0001 12:00 AM - 1/1/0001 12:00 AM
Register before 1/1/0001 12:00 AM for early registration fee

Click here to listen to a sneak peek podcast with the instructors

TOP TAKE-AWAYS

  • Methods to integrate WOMM & social media into your overall marketing campaign
  • Social media tools you can use to create and maximize profitable relationships
  • Metrics, metrics, metrics: Effective measurement tools for WOMM and social media

Word of mouth (WOM) is the most influential marketing medium. Studies clearly show people trust recommendations from friends more than they trust marketing messages from companies. In this one-day session, you'll learn the core strategies and tactics benchmark businesses are using to get customers talking offline (person-to-person conversations) and online (social media conversations). You'll also learn how to respond ethically and effectively to brand supporters and detractors.  And, you’ll gain the knowledge needed to best measure the success of your next WOM marketing program.

 
FACILITATORS

JOHN MOORE | Word of Mouth Marketing Association

JOEL WARADY | Joel Warady Group

 

8:00 – 8:30 Breakfast

8:30 – 9:00 Introduction to WOM & Social Media
All word of mouth marketing techniques, offline and online, are based on the concepts of customer satisfaction, two-way dialog, and transparent communications. The basic elements include:

1. Educating people about your products and services

2. Identifying people most likely to share their opinions

3. Providing tools that make it easier to share information

4. Studying how, where, and when opinions are being shared

5. Listening and responding to supporters, detractors, and neutrals


9:00 – 10:00      Integrating WOM & Social Media into the Overall Marketing Campaign
WOM and social media aren't the entire marketing plan; they are components of the overall marketing plan. In this session, you will learn how to fit the existing with the emerging to amplify your entire marketing efforts.

Objectives

1. Understanding and applying best practices when building a cohesive offline and online marketing approach

2. Learning when, where, and how to engage with the right forms of WOM & social media


10:00 – 10:30    Break

10:30 – 12:00    WOM Strategy Development
Learn how simple principles and upfront strategies can make your WOM marketing efforts a success and build on-going support for larger company marketing initiatives.

Objectives:

1. Setting meaningful and measurable goals

2. Receiving cross-enterprise, executive, legal, etc. buy-in/approval

3. Developing and delivering a successful program launch

4. Responding to feedback from inside the company and outside the company

5. Repeating and scaling success


12:00 – 1:00      Lunch

1:00 – 2:00        Using Social Media Tools to Engage with Customers
The issue is no longer if a business should use social media, it’s how a business must use social media to foster relationships with customers. In this session you’ll learn the tools to use and the ways to use them to best connect with customers.  Topics to be covered include:

Tapping into the power of consumer generated media

1.  Using the right Social Networking websites in the right ways

2. Dealing with customers who “hijack” your brand

 

2:00 – 2:30        Break

2:30 – 3:30        Ethics and Word of Mouth Marketing
The Federal Trade Commission has released its updated guidelines on endorsements and testimonials used in advertising. These changes impact WOM and social media, especially as it relates to influencer marketing programs, blogger outreach initiatives, and product seeding campaigns.

Objectives:

1. Learning how to make sure your organization is 100% compliant with ethical WOM practices as defined by the FTC

2. Designing new WOM and social media programs with utmost confidence

3. Learning how to use WOM ethics to your marketing advantage


3:30 – 4:30        WOM Research and Measurement
It is often said you can’t manage what you don’t measure.  And that’s as true in WOM and social media as with any marketing discipline.  In this session you’ll be introduced to the principles of word of mouth measurement, methods you can use (covering both offline word of mouth as well as online), and the role of research in setting strategy and monitoring performance.

Objectives:

1. Understanding how best to measure WOM and social media success

2. Learning the various measurement tools available to marketers

3. Incorporate measurement into the marketing decision-making process

4:30 – 5:00        Q & A

Registration is not available at this time.

Spotlight Forum Conference Center Location
The University of Chicago Booth School of Business
Gleacher Center
450 North Cityfront Plaza Drive
Chicago, IL 60611-4316
Phone: 1 312.464.8787
Fax: 1 312.464.8683
www.gleachercenter.com

The Gleacher Center is conveniently located in the heart of Chicago’s business community just blocks away from the Loop and steps away from Magnificent Mile shopping, restaurants and hotels.  It is easily accessible from public transportation and adjacent parking lots.

Area Attractions, Events and Tourism
Please visit www.choosechicago.com for additional city information.

ADA
The AMA is committed to providing equal access to our meetings for all attendees.  If you are an attendee with a disability and require program accommodations, please contact the AMA Meeting Services Department, and a member of our staff will ensure that appropriate access arrangements are made.  If you have specific disability related needs for your hotel sleeping room, please be sure to communicate those directly to the hotel when you make your reservation.  In an effort to provide the highest quality of service to all attendees, we require that details of all access requests be communicated to our office at least 14 days in advance of the beginning of the meeting.

Hotels within One Mile of the Gleacher Center
*Courtyard by Marriott  312-660-2401 165 E. Ontario St.
**Embassy Suites Hotel  312-423-6312 511 N. Columbus Drive
*Fairmont Hotel   312-565-6674 200 N. Columbus Drive
Four Seasons   312-649-2314 120 E. Delaware Place
Hilton Garden Inn  312-527-2656 10 East Grand Avenue
Holiday Inn Chicago City Center 312-787-6100 300 E. Ohio
Hilton Suites Chicago/  312-664-1100 198 E. Delaware Place
 Magnificent Mile
*Homewood Suites by Hilton 312-644-2222 40 E. Grand Ave.
**Hotel Inter-Continental 312-944-4100 505 N. Michigan Ave.
*Hotel Monaco Chicago  312-960-8500 225 N. Wabash
*Hyatt Regency Chicago  312-616-6953 151 E. Wacker Drive
**Le Meridien Chicago  312-327-0644 520 N. Michigan Ave.
**Marriott Downtown Chicago 312-836-0100 540 N. Michigan Ave.
*Omni Chicago Hotel  312-944-6664 676 N. Michigan Ave.
The Peninsula Chicago  312-573-6604 108 East Superior Street
The Ritz Carlton Hotel  312-266-1000 160 E. Pearson
**Sheraton Chicago Hotel 312-464-1000 301 E. North Water St.
 & Towers
*Swissotel   312-565-0565 323 E. Wacker Drive
W  Hotel   312-943-9200 644 N. Lake Shore Drive
*Westin River North  312-744-1900 320 N. Dearborn Street
*Wyndham Chicago  312-274-4429 633 N. St. Clair Street

**   walking distance to the Gleacher Center: 1-2 blocks
*     walking distance to the Gleacher Center: 2-5 blocks

Travel
AMA's travel coordinator, Tower Travel Management, is available to assist with reservations.  Call 1 800.542.9700 within the U.S. and Canada.  Reservation lines are open Monday through Friday 8 a.m. – 6 p.m. CST or, you may contact them via email at association@towertravel.com

Tower Travel will proactively research airfares on ALL airline carriers to ensure that the lowest available fares are offered to all attendees.  They are dedicated to providing superior customer service and hassle-free travel arrangements.  Please note that fees, restrictions and cancellation penalties will apply.

For your convenience, the American Marketing Association has made arrangements with Avis for your car rental needs. Special rates have been negotiated for you.  Please contact 1 800-331-1600 to reserve a car. In addition, please be sure to use the AVIS Worldwide Discount Number:  D098599.

Airports

O’Hare International Airport

Taxi:  Allow 1½ to 2 hours
Approximately $40-55

Airport shuttle:  www.airportexpress.com 
Approx. $28 one way (subject to change)

Subway:  $2.25 (subject to change)
Allow approximately 45 minutes to an hour
*Airport signs will direct you to “Trains to City”                                                        
*Depart at Clark/Lake stop and either:
*Take cab to our address (approximately $7)
*Walk east to Michigan Avenue, turn left walking north, cross Chicago River (you can see our building on right along the river) and immediately after the bridge turn right to walk through plaza to our building entrance (approximately 7 long blocks)
*Take bus by walking 2 short blocks to Lake & State to catch one of the following buses: #10, #145, or #146 and depart at the first stop after you’ve crossed the river.  Then just walk through the plaza you’re in to our building entrance.

Midway Airport 

Taxi:  Allow 45 minutes to 1½ hours
Approximately $30-45

Airport shuttle:  www.airportexpress.com   
Approx. $23 one way (subject to change)

Subway:  $2.25 (subject to change)
Allow approximately 45 minutes to an hour
*Airport signs will direct you to “Trains to City”
*Depart at State and Lake stop and either:
*Take cab to our address (approximately $7)
*Walk east to Michigan Avenue, turn left walking north, cross Chicago River (you can see our building on right along the river) and immediately after the bridge turn right to walk through plaza to our building entrance (approximately 5 long blocks)
*Take bus from State & Lake to catch one of the following buses:  #10, #145, or #146 and depart at the first stop after you’ve crossed the river.  Then just walk through the plaza you’re in to our building entrance.

Public Transportation Directions

From El (subway): 
Red Line (Howard/Dan Ryan)
*Depart at Grand Avenue stop. 
*Walk east to Michigan Avenue (walk up stairs at the Nordstrom’s building to access main upper Michigan),
*Turn right to head southbound
*Cross to east side of Michigan
*Turn left to walk through plaza just after the Chicago Tribune Tower (we’re the only 6-story building in that plaza)

From Buses: 
Buses running along Michigan Avenue
2, 3, 10, 145, 146, 147, 151 (from Union station), and 157 (from Ogilvie station)
*Depart on north side of Chicago River in front of either the Equitable Building and Chicago Tribune Tower or Wrigley Building (depending on which direction you’re traveling)
*Gleacher Center is in the same plaza as the Equitable Building and Tribune Tower (it’s the only 6-story building in that plaza)

Commuter Trains: 
Union Station:    Take the 151 bus and follow directions above
Ogilvie Station:  Take 157 bus and follow directions above
LaSalle Station:  Walk to bus station on corner of Well and Congress to catch #147 bus and follow directions above
IC Randolph Station:  Walk west 1 block to Michigan Avenue, turn right and walk approximately 4 blocks. Once you’ve crossed the bridge, we’re directly on the right along the river just behind the Equitable Building in the same plaza as Tribune Tower

Helpful Websites: 
www.transitchicago.com
www.metrarail.com

Driving Directions
From Interstate 90/94
To entrance: Heading either north or south on I-90/94, exit at Ohio Street. Follow Ohio east to Michigan Avenue. Turn right. At the second light, turn left on Illinois Street. At stop sign, turn right. Gleacher Center is on the right.
To area parking: Heading either north or south on I-90/94, exit Ohio Street east. Follow Ohio Street east to St. Clair Street, which is one block beyond Michigan Avenue and turn right. Travel two blocks on St. Clair Street to lower Illinois Street and turn left. Travel one block on lower Illinois Street and parking is one block on the right. Standard parking rates apply.

From Lake Shore Drive
To entrance: Heading either north or south on Lake Shore Drive, exit at Grand Avenue. Follow Grand west to Columbus Drive/Fairbanks Court; turn left to East North Water Street and turn right. Gleacher Center is straight ahead.
To area parking: Heading either north or south on Lake Shore Drive, exit Grand Avenue. Follow Grand Avenue west to St. Clair Street, approximately four blocks, and turn left. Travel one block to lower Illinois Street and turn left. Parking is one block down on the right. Standard parking rates apply.

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