CASHING IN ON SOCIAL MEDIA
Social Media is changing retail from the local food truck to the biggest retail consumer and B2B brands. Some fortunate brands
are using social marketing techniques to turn heads and turn anonymous customers into powerful brand advocates.
In this session, we’ll talk with professionals at the leading edge of social marketing about the opportunities and pitfalls they see in the market, including -
• How to kickstart the oldest retail category into an engaging lifestyle brand in social media. Whole Foods Market has more than 2 million Twitter followers, and separate channels dedicated to topical interests and local store information.
• How to build a brand, sell product, gain major distribution, and attract bloggers and buzz with nearly no traditional marketing budget. During the course of 2009, e.l.f. Cosmetics became a social media powerhouse, accumulating in excess of 50,000 Facebook fans, over 50,000 Twitter followers (including Ted’s presence), and an astonishing 2.3 million+ views of user-generated videos!
• How to listen first, even as one of the world’s most recognized authorities on retail commerce. American Express has a methodical approach to engage cardmembers and develop relationships on topics of interest as well as the company’s core products and services.
• What are best practices for retail marketers who wish to join the conversation of their first-time and repeat customers?
• What are the primary factors for marketers to identify the best strategy for their specific industry segment?
• Are there methodologies for individual brands to indentify achievable goals and strategies that are consistent with their other marketing efforts?
• What’s social media have to do with word-of-mouth marketing?
Cost: $25 for CBSAC/NY Members / $35 for non-members / $25 for members of Bucknell University Media and Technology Alumni Network and Duke Alumni Club of New York
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DATE: Tuesday, May 25, 2010
TIME: 6:00pm – 8:30
(Includes 1 hour discussion, Q&A … Apps and Cocktails before and/or afterward)
VENUE: ReedSmith LLP 599 Lexington Avenue (@ 53rd Street) 22nd Floor
WHO: Columbia Business School Alumni Club of New York, Bucknell University Media and Technology Alunni Network and Duke Alumni Club of New York
Moderator: Drew Neisser, (Duke '79) CEO and Founder of Renegade
Drew Neisser is CEO & Founder of Renegade, a boutique consultancy that develops social media & experiential marketing programs for clients like AXA, Cablevision, Constellation Wines, HSBC and Nolet Spirits. A frequent speaker at ad industry events, Drew’s been a featured expert on ABC’s Nightline and CNBC. You can find Drew’s articles on MediaPost, TheDrewBlog , and now as an expert blogger on FastCompany.com, or follow him on twitter.
1. Rebecca Ulanoff- Marketing Team Leader at Whole Foods Market ;
Whole Foods Market, the world’s leading natural and organic foods supermarket.
2. Ted Rubin- CMO, Iconoclast & self-described "Social Animal" for companies like OpenSky , e.l.f. Cosmetics , BlackBook, YoYoDyne;
In 2008, Ted effectively wrote the book on building a brand on a media budget of nearly zero. Currently, as Chief Social Marketing Officer with OpenSky, Ted is leading the charge to change the face of e-tailing through “Relationship Commerce. ”
3. Pepper Roukas- Director, Content and Community at American Express
Pepper is responsible for driving brand engagement through digital innovation, leveraging online communities and social media, among other channels for cardmembers and business owners.
Acknowledgement: This event brought to you by the Marketing and Social Media Committees, and was organized by Club members David Prince (CBS ’03 / BU ’91), Ashish Sharma and Beverly Daniel