Apr 20, 2010
Driving Business Through Traditional and Social Media Integration
Posted by: Jennifer Jones In: thought leadership
I recently had the opportunity to moderate a Porter Novelli Intelligent Dialogue on Driving Your Business by Integrating Social and Traditional Media featuring Bert Dumars, Vice President of E-Business and Interactive Marketing for Newell-Rubbermaid; Angela Losasso, Global Social Media Strategist for HP Imaging and Printing Group; and Debbie Curtis-Magley of UPS. We streamed the panel discussion live online and it is now archived for your viewing.
The room was packed with Atlanta’s finest C-level executives as we examined real world case studies around integrating digital/social media and traditional MARCOM and media strategies to drive business and measurable success. We covered the different ways digital and social media is intergrated internally from an organizational standpoint and how these online channels are changing business functions outside of MARCOM. Mr. Dumars, for example, shared a story about how user-generated consumer reviews impacted product development. Ms. Curtis-Magley shared an example of how traditional media’s interest in covering social media buzz can be leveraged to a brand’s advantage, particularly with regard to correcting false rumors. Ms. Losasso explained that the crediblity to talk about your brand online begins by talking to customers about themselves and their experiences as well as how this kind of customer engagement online has changed the rules of traditional product launches.
The hour-long conversation covered a variety of tangible case studies, future trends like mobile marketing, social media ROI, online monitoring and measurement, as well as the real world challenges and benefits to integrating digital and social media into all marketing communications functions. We thank everyone who participated and attended and look forward to seeing you all again at the next Intelligent Dialogue.