From Faceless to FANtastic – Real World Lessons on How to Engage and Grow Your Facebook Fans

Moderated by:
Ekaterina Walter (Intel)
Angela LoSasso (Hewlett-Packard, Co.), Chelsea Marti (TurboTax), Scott McIlnay (Department of the Navy), Victoria Ransom (Wildfire Interactive), Jeff Widman (
Social Media Marketing
Location: 2002 Level:
Presentation: external link
Average rating: ***..
(3.73, 30 ratings)

Marketing the Web 2.0-way is not just about capturing eyes and ears; it is about capturing and sustaining the hearts and minds of your most passionate customers. Most corporations build Facebook fan pages and think they’re done; they leave them to gather dust and attract irrelevant comments from online attention seekers. But brands that use social networks like Facebook well, have an opportunity to leverage the relationships with the truly passionate fans who take the time and energy to visit the brand fan page and invite the brand back into their own social network. Join this panel of seasoned social media practitioners from Intel, HP, Intuit, US Navy and others as they discuss Facebook lessons learned in the real world, including how to build long-term relationships with customers, encourage deep interactions with fans and innovative ways of incorporating Facebook into integrated marketing strategy.

Photo of Ekaterina Walter

Ekaterina Walter


Ekaterina Walter is a marketer, thinker, speaker, and connector. As a Social Media Strategist for Intel, Ekaterina works at the intersection of high tech and integrated marketing—driving campaigns and helping colleagues to leverage new media in support of business goals. She is aggressive in pursuing corporate challenges and is passionate in transcending cultural boundaries along the way. She believes that building relationships with customers should be at the core of any business and that social media provides a perfect opportunity to do so. Ekaterina’s work experience also includes Accenture, Wells Fargo, and Wedbush Morgan Securities. You can find her on Twitter @"ekaterinawalter":

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Angela LoSasso

Hewlett-Packard, Co.

Angela LoSasso is Global Social Media Strategist for HP’s Imaging and Printing Group. In this role, Angela collaborates with HP’s executives, digital strategists, customers and fans to extend HP’s brand, technology and service leadership into thriving social and digital experiences. Angela has specialized in digital and social strategy for more than a decade.

Prior to joining HP, she contributed to the successful launches of digital brands such as Netflix, where she was the Director of Editorial, and CNET, where Angela was the Executive Editor of Reviews. Angela began her career as a journalist, including stints with the Los Angeles Times and Entrepreneur Magazine. She’s a graduate of the Walter Cronkite School of Journalism and Broadcasting at Arizona State University.

You can find her most days (and nights) on Twitter: @AngelaAtHP

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Chelsea Marti


With a passion for the cross-section between digital strategy and community relations, Chelsea Marti is currently PR & Social Media Manager for TurboTax – part of Intuit Inc.’s consumer products division, which includes TurboTax, Quicken, and

As a member of Intuit Inc.’s consumer products division since 2008, Marti has worked on PR and social media strategy for both the Quicken line of products and TurboTax. As PR & Social Media Manager, she is focused on building engaging and informative product blogs by executing social content strategies that drive SEO and PR results, and continually leverages social media platforms like Facebook and Twitter to help acquire and engage customers. In addition to managing TurboTax’s building social media presence, Marti also conducts media relations for the line.

Before joining Intuit, Marti consulted tech companies from start-up to Fortune 500 on social media and public relations. Marti began her career doing marketing and communications for a national trade association and digital strategy consulting for the Dept. of Energy.

Marti received her Masters in Communication from the Johns Hopkins University in December 2007 and her BA in Communications from University of North Carolina at Wilmington.

Got a TurboTax question or cool infographic to share with Chelsea? You can reach her @TTaxChels on Twitter.

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Scott McIlnay

Department of the Navy

Commander Scott McIlnay, U.S. Navy, graduated from Boston University in 1995 with bachelor’s degrees in journalism and political science. During his initial tours of duty, he served as the communications officer and main propulsion assistant on board the destroyer USS Arthur W. Radford (DD 968) and as navigator aboard the destroyer USS Mitscher (DDG 57). He then moved to the public affairs career field in 1999. CDR McIlnay served as an action officer at Public Affairs Center Norfolk. He subsequently worked in the community relations and media relations departments at the U.S. Atlantic Fleet/Fleet Forces Command where he completed the Naval War College Fleet Seminar Program and attended Joint Forces Staff College, completing a master’s degree in security studies from the Naval War College. Next, CDR McIlnay served as the Public Affairs Officer for the aircraft carrier USS Carl Vinson (CVN 70). Following the carrier tour, he attended San Diego State University, earning a master’s degree in mass communication and media studies. CDR McIlnay was next stationed at the Defense Information School (DINFOS) as an instructor and course developer where he taught public affairs in the Public Affairs Qualification Course and was the primary coordinator for the Joint Senior Public Affairs Course and also served as the Navy Element Commander. He is currently the Director of Emerging Media Integration in the Department of the Navy’s Office of Information (CHINFO) at the Pentagon.

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Victoria Ransom

Wildfire Interactive

Passionate about growing and marketing innovative companies, Victoria has been an entrepreneur since her early twenties and has developed three companies, all of which are successfully operating today. At Wildfire Interactive, Inc., Victoria oversees the strategic development and general management of the company while also collaborating with her team across the full spectrum of business levers.

As CEO, Victoria has led Wildfire to profitability in just one year and has built a client list that includes major brands and agencies including Facebook, Pepsi, Unilever, Sony, AT&T, Ogilvy, Publicis and Fleishman Hillard. Thousands of small and medium-size businesses all use Wildfire’s turnkey marketing solutions. Wildfire is a two-time winner of the fbFund; investors include Facebook, Accel Partners and the Founder’s Fund.

Prior to founding Wildfire Interactive, Inc. in the summer of 2008, Victoria was a student at Harvard Business School where she obtained an MBA. During her time at Harvard, Victoria helped to develop a distributed booking system for small and medium size travel companies and was selected to spend a summer at Highland Capital Partners as an entrepreneur-in-residence.

Prior to business school, Victoria co-founded a global adventure travel company, Access Travel, Ltd., that operates today in 16 countries. She also spent two years as an investment banking analyst at Morgan Stanley in New York.

In addition to her MBA, Victoria has a bachelor of arts degree from Macalester College where she graduated Suma Cum Laude. In her capacity as an entrepreneur, Victoria has been featured in several publications including The New York Times, Entrepreneur Magazine and Dow Jones VentureWire. In her spare time she is an avid snowboarder and surfer and a passionate adventure traveler who once spent six weeks living with a remote Amazonian tribe and five months living in a favela in Brazil!

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Jeff Widman

Jeff Widman (@jeffwidman) founded (@glue) with the goal of being the best Facebook Fan Page tacticians in the world. In four months, they quadrupled traffic from Facebook—>, and in one week they grew Failbooking from 16K fans to 41K fans —with ZERO ad spend. Other clients include Microsoft, Intel, Kiva, SlideShare, Reddit, etc. Jeff originally started marketing on Facebook back when it was only open to college students, and he’s been cited as an expert by AOL Small Business, Wired Magazine, MarketingProfs, InsideFacebook, etc.

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Jessica Reid
05/06/2010 7:00am PDT

This panel was destined to be excellent. Great cross section of industries. Ekaterina Walter was the perfect moderator. My favorite session.

Beth Ward
05/05/2010 2:49am PDT

Great representation across many practices (B2B, consumer, public affairs) along with practical applications to build more effective FAN pages. Attendees all walked away with action items that promised solid results.

Picture of Jason Penny
Jason Penny
05/04/2010 3:31pm PDT

Excellent panel. I really enjoyed hearing the advice and experiences of the industry leaders. Also, I’m in the Navy so I enjoyed the fact that my service is forward leaning with regard to social media. Go Navy!!

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