For every brand turning on a new listening program or focusing on engaging their users online there is a lot of attention on the topic of social media strategy. Brands that don't have one are desperately chasing one - yet the problem is no longer a lack of strategy. That's so 2011. The problem now is that more and more brands are becoming strategically unlikeable. Being social isn't the same thing as being likeable. In some cases, they are actually opposite. In this panel, we will talk about the one principle that every successful person already knows, yet the one that has eluded so many brands ... why likeability is actually the golden trump card, and why brands are historically so bad at it. From examining the lessons from completely unlikeable leaders like Steve Jobs or Rupert Murdoch to sharing the theories of building likeable brands and the new culture of "likeonomics," Rohit Bhargava and Dave Kerpen, two bestselling authors will take audience members inside what it means to be unlikeable and offer real tips on how to avoid falling into that trap ... as a business and as a person.
Years ago, it was porn sites always pushing the envelope on graphics, interactivity, engagement, commerce, and stickiness (ewww). Now, it’s social media that’s getting lucky and monetizing eyeballs. In just the past two years, social technology has changed radically: Sure, previous advances in web, commerce and web content were largely driven by the adult market. But the current focus on collaboration and content sharing is being driven by individuals sharing their actual (as opposed to fantasy) experiences with brands, products and services. Social technology is redefining—and being redefined by—the interplay among organizations, customers and communities in what’s coming to be known as social business. Our speakers are social technology hotties. They have Klout scores ranging from the high 60s to the high 80s—so these are leaders of the social media pack. They’re here to lay out the future of social business so you can jump on it and profit from it. We promise a memorable, thrill-a-minute session that’ll leave you begging for more. We promise this will be the most fun you can have at the conference with your clothes on. This session is sponsored by NetBase.
Lomography, a film camera community and company, has faced annihilation from not only digital photography, but now from mobile photo-sharing applications. We will talk about why, as a brand, they still grow and succeed; as well as tactics to refocus dying brands and most importantly, why it's a good idea to not please everyone.
by Neil Perry
Perhaps no segment of interactive marketing is as provocative as crowdsourcing, a rapidly emerging approach to media creation that can cut traditional production costs by as much as 90% and is having profound effects on in-house and agency marketers alike. Hear pros and cons and see real-life examples, case studies, and lessons from the perspectives of leading global brands, agencies and crowdsourcing production companies on how the crowd is going mainstream and what it could all mean to you. Joining Neil will be Robb Miller, Director of Marketing for Site Content, Dell.com.
by Glenn Engler
Social media presents countless opportunities to engage target audiences. But many marketers in regulated industries are missing out because they constantly hear “we’re not allowed to” when it comes to social marketing. Previous bad experiences with regulatory agencies paralyze companies once known for their marketing prowess. In the meantime, customers continue to actively search for information online, share their brand experiences and sometimes get scooped up by competitors that have figured out how to engage while still remaining compliant. This session will discuss how brands in regulated industries like pharma, healthcare, food/beverage and financial services can successfully use social marketing to connect with and activate key constituents. Learn how organizations can effectively work with their legal and regulatory teams, create value-added content to engage current and prospective customers, build brand equity, drive sales and loyalty, and gain competitive advantage.
9th–13th March 2012