Real-Time Marketing: Operationalizing The Use of Social Media

Marketing & Community , Social Media, Workshop
Location: 1A08 Level:
Average rating: ***..
(3.83, 6 ratings)

Social media isn’t just for community managers anymore. The rise of Web 2.0 content and community is changing marketing operations – making marketers more efficient, customer-centric and prepared to make strategic decisions like product and service enhancements, feature prioritization, pricing and customer segmentation. And, the best part? It’s free and available in real-time so any size company with any size budget can leverage it.

Real-time marketing means understanding and responding to the movements of the market on both individual and strategic levels. This session will show you how to apply the instant, unprompted customer feedback from Web 2.0 to media buying, campaign optimization, creative development, customer community management, CRM, PR and promotions.

Hear from companies that are operationalizing their use of social media feedback as a source of strategic advantage, and walk away with 6 new ways to integrate real-time marketing practices into your organization.

Dachis Group, Peter Kim, Managing Director, North America

Peter Kim is Managing Director, North America at Dachis Group, a Social Business Design firm. He is a leading thinker and analyst on social business, which he discusses in his blog at www.beingpeterkim.com. He has been quoted in the press by media outlets including CNN, CNBC, NPR, The New York Times, and The Wall Street Journal. Peter was previously an analyst at Forrester Research, focusing on the intersection of social technology and marketing strategy. Earlier, he managed international marketing operations, e-commerce, and digital marketing at PUMA AG. Peter is a graduate of the University of Virginia Darden School and the University of Pennsylvania.

Disney Online, James M Smith, Vice President, Advertising

Advertising effectiveness: Learn how Disney Online is quantifying ROI and effectiveness for its advertisers. James Smith is a pioneer in the fields of online and integrated media. Having launched media properties in the past decade in the US, Europe and Japan, James plays an instrumental role in the development of the Disney.com online strategy. Focusing on all aspects of Disney online, James creates revenue streams outside of standard media through cutting edge branded entertainment products, large scale cross media programs & the development of a newly created ad network at Disney.com. Prior to joining Disney Online, James held executive roles at Nielsen & United Business Media and also spent time driving strategy in the social networking space as an executive at Leverage Software.

Motorola, Randy Ksar, Program Manager

Community management: Randy manages the social media strategy for MOTODEV which is Motorola’s developer program primarily focused on mobile devices and Motorola’s latest Android handsets. He is constantly listening and engaging with the MOTODEV community via blogs, discussion boards, and numerous social networks like Twitter, Facebook and YouTube. Previous to Motorola, Randy worked on viral marketing programs for Yahoo! and online marketing roles at Roxio, Handspring, and Sony Electronics. In his spare time, he volunteers for the Leukemia & Lymphoma Society running marathons, cycling century rides and raising funds to find a cure for blood-related cancers. Tweet @djksar to contact Randy.

SunGard Availability Services, Valeria Maltoni, Director, Marketing Communications

Valeria Maltoni is Director, Marketing Communications at SunGard Availability Services, an IT operations company customers rely on for their business continuity and disaster recovery needs. A marketer with 20 years of real-world corporate experience across a broad array of mid-to-large sized companies, 10 of which online, she’s done brand work and people relations from Fortune 500 to small start up companies in technology, health care, chemical manufacturing, risk management consulting, and financial services. She applies this wealth of experience and insight to helping businesses understand how customers and communities have changed marketing, public relations, and communications – and how to build value and get results in this new environment. She specializes in taking companies to what’s next in their business cycle. Her blog, Conversation Agent is recognized among the world’s top online marketing blogs. Valeria was handpicked by Fast Company as Expert blogger to write about creating conversations between marketer and customer after she built one of the first online communities affiliated with the magazine.
Undercurrent, Aaron Dignan, Founding Partner

Integrated social media campaign management and measurement: Hear from Aaron how he and the Undercurrent team craft effective social media campaigns for the the world’s best brands and comprehensively measure their success. Aaaron Dignan joined the founding team of Undercurrent from a background in brand strategy and brand experience at Brandplay, a boutique agency he co-founded, and whose clients included Coors and Pepsi. Aaron manages Undercurrent’s New York office, where the team explores the future frontier of social interactive – where consumers rule, and brands aspire to contribute and enable the most connected generation in history. His blog (Surveyvivalist) uses targeted research to explore these same topics and issues. A charismatic speaker (alongside Undercurrent’s Josh Spear) for brands like McDonald’s, PepsiCo, Virgin, Leo Burnett, Columbia College, and the University of Colorado, Aaron’s thinking on the “born digital” consumer is highly sought after.

Razorfish, Shiv Singh, Global Social Media Lead

Shiv is Razorfish’s Global Social Media Lead, guiding clients like Carnival Cruise Lines, Microsoft, Citibank, Ford Motor Company, Panasonic on how to incorporate social media and social technologies to support marketing and business objectives. He is the author of “Social Media Marketing for Dummies”. Shiv joins us at Web 2.0 to discuss case studies of effective social media marketing. He will share new metrics that companies are finding useful and also how they are organizing and staffing for social media.

Moderating: Scout Labs, Jennifer Zeszut, Founder and CEO

Photo of Jennifer Zeszut

Jennifer Zeszut

Scout Labs

Jennifer Zeszut is the founder and CEO of Scout Labs, which delivers visibility into the voice of the customer online and actionable analysis for marketers. Zeszut is a 15-year marketing veteran, having worked in both software and consulting. Most recently, Zeszut was the Vice President of Marketing at Leverage Software, an on-demand community and social networking software company. At Avenue A / Razorfish for 7 years, she held the position of Director of Marketing Strategy and Analytics for the west coast. In that role she and her team gleaned customer insights for the world’s top brands and advised senior executives on strategies for effective marketing and relationship building. She has also served as acting Director of Marketing at eBay, focused on product strategy and customer acquisition for the eBay Stores business. Her early career was spent learning the fundamentals of brand management, marketing and merchandising at Procter & Gamble and Cost Plus World Market. Ms. Zeszut holds a BA in Psychology from UC Berkeley and an MBA from the Ross School of Business at the University of Michigan.

Photo of Peter Kim

Peter Kim

Dachis Group

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.

James M Smith

Disney Online

James Smith is a pioneer in the fields of online and integrated media. Having launched media properties in the past decade in the US, Europe and Japan, James plays an instrumental role in the development of the Disney.com online strategy. Focusing on all aspects of Disney online, James creates revenue streams outside of standard media through cutting edge branded entertainment products, large scale cross media programs & the development of a newly created ad network at Disney.com. Prior to joining Disney Online, James held executive roles at Nielsen & United Business Media and also spent time driving strategy in the social networking space as an executive at Leverage Software.
Photo of Randy Ksar

Randy Ksar

Motorola

Randy currently manages the social media strategy for MOTODEV which is Motorola’s developer program primarily focused on mobile devices and Motorola’s latest Android handsets. He is constantly listening and engaging with the MOTODEV community via blogs, discussion boards, and numerous social networks like Twitter, Facebook and YouTube. Previous to Motorola, Randy worked on viral marketing programs for Yahoo! and online marketing roles at Roxio, Handspring, and Sony Electronics. In his spare time, he volunteers for the Leukemia & Lymphoma Society’s Team in Training program running marathons, cycling century rides and raising funds to find a cure for blood-related cancers. Tweet @djksar to contact Randy.

Aaron Dignan

Undercurrent

Aaaron Dignan joined the founding team of Undercurrent from a background in brand strategy and brand experience at Brandplay, a boutique agency he co-founded, and whose clients included Coors and Pepsi. Aaron manages Undercurrent’s New York office, where the team explores the future frontier of social interactive – where consumers rule, and brands aspire to contribute and enable the most connected generation in history. His blog (Surveyvivalist) uses targeted research to explore these same topics and issues. A charismatic speaker (alongside Undercurrent’s Josh Spear) for brands like McDonald’s, PepsiCo, Virgin, Leo Burnett, Columbia College, and the University of Colorado, Aaron’s thinking on the “born digital” consumer is highly sought after.

Valeria Maltoni

SunGard Availability Services

Valeria Maltoni is Director, Marketing Communications at SunGard Availability Services, an IT operations company customers rely on for their business continuity and disaster recovery needs. A marketer with 20 years of real-world corporate experience across a broad array of mid-to-large sized companies, 10 of which online, she’s done brand work and people relations from Fortune 500 to small start up companies in technology, health care, chemical manufacturing, risk management consulting, and financial services. She applies this wealth of experience and insight to helping businesses understand how customers and communities have changed marketing, public relations, and communications – and how to build value and get results in this new environment. She specializes in taking companies to what’s next in their business cycle. Her blog, Conversation Agent is recognized among the world’s top online marketing blogs. Valeria was handpicked by Fast Company as Expert blogger to write about creating conversations between marketer and customer after she built one of the first online communities affiliated with the magazine.

Shiv Singh

Razorfish

Shiv has been with Razorfish since 1999 and, he has worked in the Boston, New York, San Francisco and London offices. As the company’s Global Social Media Lead, Shiv helps the agency introduce its clients such as Carnival Cruise Lines, Microsoft, Citibank, Ford Motor Company, Panasonic, Novartis and Starwood to social influence marketing- or, how to incorporate social media and social technologies to support marketing and business objectives. His role also includes capability development, developing strategic partnerships, leading thought leadership efforts and encouraging experimentation with social media across the agency.

Shiv has been published widely, and he has spoken at conferences such as South by Southwest Interactive, the Direct Marketing Association’s Leader’s Forum, OMMA Global, O’Reilly Graphing Social Patterns, the ARF Annual Summit and the Social Ad Summit. He has also been quoted in the Wall Street Journal, Reuters, Associated Press, Adweek, Ad Age and several other noted publications discussing digital strategy and social influence marketing.

In 2005, Shiv founded and led the agency’s Enterprise Solutions practice to help organizations empower its employees and partners with the information they need to do their jobs efficiently and effectively. He holds a BS in Information Systems from Babson College, and an MSc (Research) from the London School of Economics & Political Science where he focused on social network theory. He is currently working on a book for the Dummies Series, tentatively titled “Social Influence Marketing for Dummies.”

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