| View by: | Date | Track | Speakers | Bios | Wide Format Schedule |
In today’s internet driven world, customers have more power than ever making it harder for brands to defend themselves. The time available to respond to a crisis, rumor, problem or embarrassing gaffe is a fraction of what it was in other years. As CPG companies learned in the pet food recall, and toy companies are still discovering, credibility is fragile. A CEO can go to bed and awake under the rubble of hostile buzz on Wikipedia, YouTube, blogs and Google search results. Still, all is not lost for brands. There are a host of steps that can be taken to defend and protect - and perhaps even grab the offensive - in a major crisis. But this requires a new model of listening, interpreting, and responding to early signals, and addressing fundamental questions. Through "consumer-generated media" -- blogs, social networking pages, message boards, product review sites -- even a single disgruntled customer can broadcast his complaints to an audience of millions. This session will educate managers, marketers, and business leaders on how to establish and maintain credibility for their brand by being authentic, listening and responding to customers, and forming relationships built on transparency and trust.
 |
 |
Executive Vice President, Digital Strategic Services, Nielsen Online Co-Founder, Word-of-Mouth Marketing Association (WOMMA) Pete Blackshaw is a recognized expert in interactive marketing, word of mouth, and consumer understanding, who coined the term consumer-generated media. He presently serves as Executive Vice President, Digital Strategic Services at Nielsen Online, a recently formed division of The Nielsen Company that includes the Nielsen//NetRatings and Nielsen BuzzMetrics businesses. Previously, Pete served as Chief Marketing Officer of Nielsen BuzzMetrics. Pete is a 2004 co-founder of the Word-of-Mouth Marketing Association, one of the fastest growing industry groups in advertising and marketing circles, and he presently authors a bi-weekly column on digital marketing strategy targeted to CMOs for ClickZ network. Pete is frequently quoted in major publications, including the Wall Street Journal, New York Times, Advertising Age, and USA Today. He authors several work and personal blogs, including www.consumergeneratedmedia.com, www.hybridbuzz.com, and www.emailbymachiavelli.com. Prior to Nielsen Online, Pete was at P&G where he led initiatives dealing with online advertising development, online issues/rumor management, online sampling, database marketing and consumer word-of-mouth behavior. He also co-chaired and organized the P&G sponsored Future of Advertising Stakeholders Summit (FAST-Summit). Before receiving his master's degree from Harvard Business School in 1995, Blackshaw served as a press secretary and legislative consultant to then-Senator Art Torres in the California Legislature, where he guided several consumer-focused bills to passage and initiated the nation's first "interactive" legislative hearing. He also has a BA from the University of California at Santa Cruz.
|
 |
 |
Richard S. Levick, Esq. President & CEO of Levick Strategic Communications, protects brands and reputations during the highest-stakes global crises. His firm directed the media on the spinach, pet food and toy recalls; Guantanamo Bay; the Catholic Church; the largest DOJ fine in history; and several multinational mergers. The Firm wins the communications wars with comprehensive, cutting edge digital campaigns and traditional media and grassroots outreach. A regular commentator on television, he was recently named to both the PRNews Hall of Fame and to the College of Law Practice Management for life time achievement. Join the conversation at: bulletproofblog.com.
|