Consumer 2.0 Bootcamp
Pete Blackshaw and Bruce Ertmann
Pete Blackshaw, whose professional background encompasses politics, interactive marketing and brand management, is Executive Vice President of Strategic
Services of Nielsen Online at Cincinnati-based Nielsen BuzzMetrics, a buzz analytics firm that helps brands measure, track and quantify consumer-generated media (CGM)—a term Pete coined. A former interactive marketing leader at P&G and founder of still active consumer feedback portal PlanetFeedback.com, Pete cofounded the Word-of-Mouth Marketing Association (WOMMA). A graduate of Harvard Business School, Pete is working on a forthcoming book by Random House on brand credibility and the evolving strategic role of consumer affairs. Bruce C. Ertmann is corporate manager of consumer-generated media for Toyota Motor Sales (TMS), U.S.A., Inc. Ertmann is responsible for developing proactive online consumer engagement strategies designed to protect and enhance the public image of Toyota and its brands. His role also involves the management of Toyota’s corporate blogs and the strategic integration of consumer generated media into traditional public relations activities and across the enterprise for a more unified approach to internet based communication. Since joining Toyota in 1982, Ertmann has served in a variety of positions. Most recently he was corporate manager of field operations and dealer development as well as corporate manager of the customer experience center, where he led a multi-divisional initiative to redefine and enhance the company’s internally operated customer contact centers. 
