I recently had the opportunity to speak and moderate a panel on Marking Social Tangible for the Philadelphia Interactive Marketing Association.
The evening’s panel was called “Making Social Tangible,” with the goal to provide the audience and organization members with key tangible guidance, demonstrations of work, and feedback on how they can take action on scaling social at their organization.
The panelists brought their A-game as we made a key piece of the evening case studies and demonstrations of work relevant to audience questions. Day to day I often work in the Fortune 500 space, where we are working on strategies and engagement models to scale social at the enterprise level. Evenings like this always provide great value to me personally, as a diverse audience of 200 people, enable us to discuss first hand the challenges and opportunities for businesses at multiple stages in their social business efforts. Representatives from Fortune 500, Pharma, Financial Services, all the way to marketers focusing on small retail business – enabled us to quickly realize the state we are at in social today. There are early market movers and adopters who are working on integrating social fully into the marketing mix, and still some businesses trying to figure out social. Due to the gap in integration of social across such a large audience, there could have been 15 follow up panels, discussing the different lenses and approaches required due to the diverse business sets. A key takeaway when you have such a broad spectrum of social business participants, is that there is not a one model fits all solution for social media integration.
If you are local or near the Philadelphia region, be sure to check out the PhIMA website for other upcoming panels.
For those who could not make it, here is a listing of the Panelists:
Kevin Hein, Lead Client Partner, Global Marketing Solutions, Facebook
Kevin’s focus is on top tier clients within the tech/telco, CPG, and casual dining sectors. Prior to Facebook, Hein led at Yahoo delivering integrated display and search marketing solutions to Fortune 100 clients. Earlier career adventures in sales management were enjoyed at CNET and CMP Media with focus on the technology and general IT (Information Technology) space. Hein is a proud graduate from the UW-Madison and he currently resides with his family in Westchester, NY with his wife and two kids. Hein is also an car nut and an avid audio and videophile who can become quite opinionated on the topic (in a fun way of course).
Ben Relles, Head of Creative Development, YouTube Next Lab
Ben works with some of the most innovative producers in online video to help them build their audience and develop their content and creative strategy. Prior to joining YouTube, Ben was Vice President of Programming at Next New Networks where he led content strategy as the company built viewership to over two billion total views.
Ben also started and oversees the comedy network Barely Political which has been viewed over one billion times since launching in 2007 and is one of YouTube’s top 10 most viewed channels of all time. Ben created Barely Political with his series of “Obama Girl” videos which quickly became an online and political phenomenon and eventually was named by Newsweek as one of the top five memes of the decade. The Barely Political network continued to expand when Ben created a partnership with the Gregory Brothers to launch their Autotune the News series on the network. Ben also co-created the show The Key of Awesome which is currently one of the internet’s most popular shows, with over 30 million views per month.
Mark Langsfeld, Co-Founder, ListenLogic
Mark is an expert in social media and business intelligence and drives the strategic direction of the company. ListenLogic, the social business intelligence company, helps large enterprises manage risks, engage with customers and drive product innovation. Prior to founding ListenLogic, Mark was the Vice President of New Product Initiatives at Move.com (NASDAQ: MOVE—formerly Homestore.com), a $250MM provider of online real estate search services and operator of Realtor.com, Prior to that, Mark worked at BT Alex Brown in the Real Estate Investment Banking Group in New York. An expert skier who enjoys playing golf and tennis, Mark holds a BA in Economics from the University of Rochester and also studied at the Wharton School.
Jessica King, Principal, King Design
Jessica leads her team in coordinating campaigns for clients like, Stonyfield Farm, Honest Tea, and Breastcancer.org, who are looking to engage their base around a mission. She manages campaigns from concept to launch around all aspects of social, including Facebook Applications, microsites, and video. Her previous work was as a Program Manager and Six Sigma Black Belt at UnitedHealth Group, a Fortune 500 healthcare company. There she lead cross-functional project teams to successfully execute enterprise-wide strategic initiatives aimed at improving quality, efficiency, and affordability. During her time at United, she also program managed the implementation of a new brand for one of their wholly owned subsidiaries.
Jessica is a Nittany Lion at heart. She holds both undergraduate and graduate degrees from Penn State University.
Mark Spangler (Moderator), Director of Client Services, Stuzo | Dachis Group
In his role, Mark oversees the office’s consumer engagement strategy, delivery and accounts such as Procter & Gamble, Budweiser and HBO. Mark’s background spans across digital agency management along with product development roles. Stuzo was listed as one of the original Preferred Developer Consultants by Facebook in 2009, and to date, has launched over 200 consumer engagement experiences in social.
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