Marketing via Fan Boys/Fan Girls: Your Customers As Your Brand Evangelists

Marketing & Community , Social Media
Location: 1A08 Level:
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The rapid growth of social media networks, communities and communication platforms has helped to increase the rates at which content can spread across the various groups and cultures on the Internet.

Consumers want to feel they are part of the decision-making process with their favorite businesses and brand’s business. Some are so passionate about certain products, services or brands that they go out of their way to advertise for them. Recognizing this can be a powerful tool for a company to learn about and take advantage of.
Teaming up with your consumers encourages loyalty, transparency, gives you valuable feedback as product developers and marketers and allows for true engagement from the brand – taking your business from a company to a more personal level.

Through its well established user base, Picnik has worked with its users to take their business to the next level. Utilizing tools like Twitter, Facebook, Flickr, and its own Picnik blog, Picnik has become its own case study for creating their own brand evangelists that drive the marketing for Picnik.

In this session, Lisa will give examples of companies that utilize word of mouth marketing as main touch points with their audiences and techniques for allowing your customers to become your brand evangelists successfully. We’ll also go through customer feedback and discuss why engagement at this level with your customers is key to growing your business – from the startup level to the corporate level.

Photo of Lisa Conquergood

Lisa Conquergood

Lisa Conquergood has over 13 years of experience in the e-commerce world, including Eddie Bauer and Expedia, Inc. With an MBA from Seattle University, retail-veteran Lisa has built her career around online merchandising, social networking and e-commerce.
As the Chief Marketing Officer at Picnik, Lisa’s focus is on fostering a conversation between Picnik users and developers to take online photo-editing enthusiasm to a new level. Picnik currently has over 38 million monthly site visits.

Prior to Picnik, Lisa wore many hats as the vice president, marketing & operations of Bevy, Inc., a Seattle-based social media start-up targeting fashionable women. Among other things, Lisa’s responsibilities were to drive pre-launch strategic and product definition, branding, initial partner relationships, and creation of the seed community. She also had on-going oversight of key business functions including marketing, merchandising, operations, content, community and business development.

Before her work at Bevy, Lisa’s path led her to Expedia, Inc. where her responsibilities were to develop strategies and programs to improve the consumer facing retail experiences, as well as to lead the merchandising vision and strategies. Prior to that, Lisa cut her e-commerce teeth helping to build the Eddie Bauer online channel while serving as the director, on-line store management for the e-commerce department.

Photo of Avner Ronen

Avner Ronen


Named one of Rolling Stone’s “Agents of Change” for 2009, prior to boxee Ronen was the Head of Corporate Development and M&A for Comverse, Inc. a leading provider of software and service to Telecom service providers. Ronen was responsible for acquisitions valued at$450M, which were key to the company’s evolution from a Voicemail company to a Billing and VAS provider.

Ronen joined Comverse in2002 when they acquired Odigo, a company he co-founded in 1998. Odigo was one of the early Instant Messaging services on the web serving over8M users worldwide, and earned Ronen the 2002 honor of being a member of Crain’s 40 under 40.

Prior to Odigo Ronen served for 4.5 years in the Israeli Defense Force in the special computer unit, MAMRAM.

  • IBM
  • Microsoft
  • Awareness
  • Blue Kiwi Software
  • Ericsson Labs
  • Jive Software
  • Layered Technologies, Inc.
  • Neustar, Inc.
  • OpenText
  • Opera Software
  • Overtone
  • Qtask
  • Rackspace Hosting
  • Sony Ericsson

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