Social media usage by individuals has gone mainstream. Brands are rushing to keep up with consumer behavior and consequently hundreds of companies around the world have launched social media marketing initiatives.
However, although major brands aren’t stumbling today as they were in 2006, current programs show that most marketers continue to operate businesses as usual. Most social media marketing executions are ⌘-c, ⌘-v into new channels – and customers aren’t impressed.
In order to make social media marketing matter, brands must answer key questions like:
- How can companies measure activity?
- What about scalability?
- Why does our organizational structure prevent participation?
This session will propose answers to those questions and attempt to help marketers think through the issues that will make social media marketing matter.
Peter is Chief Strategy Officer of Dachis Group. He is a leading advisor on social business, working with clients on strategy formulation and driving global industry discourse. Peter has been quoted by media outlets including CNN, CNBC, NPR, The New York Times, and The Wall Street Journal and featured as a speaker at events including SXSW, Web 2.0 Expo, and Dachis Group Social Business Summits. Peter was previously an analyst at Forrester Research and head of international marketing operations, e-commerce, and digital marketing at PUMA AG. Peter holds degrees from the University of Virginia and the University of Pennsylvania.
Charlene Li is an independent thought leader on emerging technologies, with a specific focus on social technologies, interactive media, and marketing. She has a blog, “The Altimeter” that discusses these topics at blog.altimetergroup.com.
She is also the co-author of the business bestseller, “Groundswell: Winning In A World Transformed By Social Technologies”, published by Harvard Business Press in May 2008.
Charlene is one of the most frequently-quoted industry analysts and has appeared on 60 Minutes, The McNeil NewsHour, ABC News, CNN, and CNBC. She is also frequently quoted by The Wall Street Journal, The New York Times, USAToday, Reuters, and The Associated Press. She is a much-sought after public speaker and has presented frequently at top technology conferences such as Web 2.0 Expo, SXSW, and adTech.
Most recently, Charlene was a Vice President and Principal Analyst at Forrester Research. She joined Forrester in 1999, after spending five years in online and newspaper publishing with the San Jose Mercury News and Community Newspaper Company. She was also a consultant with Monitor Group in Boston and Amsterdam.
She is a graduate of Harvard Business School and received a magna cum laude degree from Harvard College.
Named by AdAge as one of its top Women To Watch in 2008
Named by NowPublic as one of the 50 most influential people in Silicon Valley
Named one of CRM Magazine’s 2008 Influential Leaders
Advisory Board, Poynter Institute
Advisory Board, Web 2.0 Expo
Charlene is the mother of two kids and blogs about that experience on her personal blog, “Midnight Musings”, and at Silicon Valley Moms Blog (svmoms.com). She is the wife of Come Lague, a venture capitalist with Nueva Ventures. She is also an avid fan of reality TV shows, science fiction, and sudoku. She lives in the Bay Area with her family.
About Altimeter Group
Altimeter Group is Charlene Li’s new business which provides speaker and consulting services. Charlene writes on her blog, “The Altimeter”.
Jeremiah Owyang is currently Senior Analyst at Forrester Research focused on Social Computing. Before Forrester, Jeremiah’s was responsible for the corporate evangelism at PodTech.net, and previously was leading the strategy and development of corporate web programs at Hitachi Data Systems, Exodus Communications, Cable and Wireless, and World Savings (now Wachovia). Jeremiah Owyang holds a Bachelors in in Marketing from San Francisco State University.
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