 Social Business Engagement Summit Panel: Brands at Risk featured: Donna Rossi, Vice President, Global Customer Experience Management, Western Union; Rob Singer, Senior Vice President, CRM, Bank of the West; Geoff Sherman, Director Pricing, Promotions & Trade Funds, Walgreens; Kathy Hecht, CMO, American Greetings Interactive; Michael Fisher, Senior Vice President, Alterian.
The message of this panel was that senior marketers and brands that don’t understand and embrace the changing landscape will feel the pain. Realize that the environment is changing fast:
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 Continuing the social business Engaging Times Summit, Donna shared Western Union’s social media journey thus far and where they are going. They are still in the early stages, having been limited by regulation (in the financial services industry). Spun off from erstwhile parent First Data in 2006, Western Union has more room to maneuver, and its CEO and CMO have become social media enthusiasts.
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 Social Business Case Study: Jennifer DeMarco Herskind, Dave & Buster’s summarized how Dave & Buster’s was beginning to see results from their social media initiatives. She presented it at Alterian’s Social Business Engaging Times Summit.
In the U.S., they have 57 stores, and each averages 40,000 sq.ft. of gaming and restaurants. July 2010 marked their first anniversary of doing social media. Customers are totally online, especially the 18-24 and 25-34 age groups, talking about food and entertainment; Dave & Buster’s benchmark themselves against casual dining because it has similar demographics. They go to where the customers are. There’s a fundamental shift (in marketing), and we have to get social media into the decision set. Facebook is the most important right now. We have a new data warehouse and customer surveys. […]
 Social Business Engagement Panel: The Importance of Measurement continues the Alterian 2010 series. This discussion featured: Michael Harrison, Chief Strategy Officer, Razor; Taleen Ghazarian, SVP Strategy, Epsilon; Cristene Gonzalez-Wertz, Chief Strategist, Covalent Marketing; Don Peppers, Co-Founder, Peppers & Rogers; Jennifer DeMarco Herskind, AVP Marketing, Dave & Buster’s.
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 Social Business Engagement Summit Keynote Disruption Theme—Don Peppers keynoted the second day of Alterian’s 2010 User Conference, Engaging Times Summit with a talk entitled, “Death by word of Mouth.” Encouraging ,^)
Technology and interactivity are now. 96% of Gen Y are members of social networks. They are self-oriented and have no trust in adverts. He cited the film Bruno, which people panned in social networks and Twitter on its opening day; the box office fell 40% the next day (and never recovered). Before Web 2.0, the studio could have built momentum through adverts. No more. You can’t ungoogle yourself. […]
 Social Business Engagement Summit Keynote—Stan Rapp, Engauge kicked off the first day of Alterian’s 2010 User Conference, Engaging Times Summit. He picked up David’s theme but drilled down into the history of (mostly direct) marketing to explain how powerful the transformation will be.
We now have the most narcissistic consumer ever, they want total engagement, personal connection. Marketing priorities are all wrong: marketers invest in TV and print for which they get low returns while they underinvest in social media. Mass media is dying. Their leaders don’t understand social media (“one to one to every one”), so they can’t create appropriate strategy. New technologies like iPad, mobile, geolocation need strategy. […]
 Social Business Engagement Summit CEO Address—David Eldridge, Alterian set the tone of Alterian’s 2010 User Conference, Engaging Times Summit, with these highlights:
The change of control we’re witnessing is a major societal change. Young people immerse themselves in social media, don’t watch TV at all. Brands have lost trust, and there is major misalignment, too much marketing speak. Collaboration is the thing now, people don’t want to be interrupted (by marketers). Brands need to reduce broadcast and increase listening. […]
From a technology standpoint, social technologies merely digitize certain things that we already do when relating to one another socially. The rub is, most people aren’t terribly aware of how they relate to others or the process they go through when assessing others. This lack of awareness prevents them from using social technologies to create value. From time immortal, people have required periods of experimentation to “get” new technologies and to use them appropriately: flint, fire, gunpowder, electricity, Twitter… […]
In this second installment of the Midyear Update, I’ll outline three social technologies that are potential game-changers, and give general guidance for what you can do to evaluate their relevance to your business this year. I’ll decipher them and explain why you need to care about how Geosocial applications are transforming retail, how “federated identity” enables customers to log in to Web 2.0 sites with their Google, Facebook or Twitter credentials and how Web 3.0 slipped in the back door while most executives weren’t looking. [update: the third installment gets personal]
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Executives from Deutsche Telekom and Concord Music will highlight the morning session of pre-conference led by Christopher S. Rollyson at the Social Networking Conference June 16 in L.A. The pre-conference is a bootcamp for directors of social networking initiatives who want to understand and practice emerging best practices for strategy, tactics and project management. […]
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