Consumer 2.0 Boot Camp: 10 Strategies & Tactics to Stay Ahead
| Presented by | |
|---|---|
| Pete Blackshaw Executive Vice President of Strategic Services of Nielsen Online, Nielsen BuzzMetrics & Leading Expert in Consumer-Generated Media |
Bruce C. Ertmann Corporate Manager of Consumer Generated Media, Toyota Motor Sales, U.S.A., Inc. |
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Wednesday, October 10 |
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Workshop Description:
Now that we’ve all bought into the realities of Consumer 2.0, what specifically should we do? More importantly, how can consumer affairs lead the thinking and change within our organizations. Should we start a blog? Use online video in our FAQs? Should we play a bigger role in listening to the “Voice of the Consumer,” even if those conversations take place outside of the “traditional” zone of consumer affairs? Pete Blackshaw, SOCAP keynote speaker and author of a forthcoming book by Random House that highlights the growing importance of consumer affairs in the marketing mix, will outline very specific strategies and tactics consumer affairs can put to work today to increase the odds. Areas to be covered include:
- Dos and don’t of creating and managing a blog
- Practical advice for monitoring and leveraging external conversation, or CGM
- Suggested tactics for capitalizing on the growing popularity of online video in the market mix
- Suggested tactics for leveraging online communities as part of the consumer affairs mix
- Specific case studies of how major brands and companies have put such tactics to work
Registration to the SOCAP Annual Conference is required to participate. If you have already registered for the conference, please use this form to sign up for the workshop.
About Pete Blackshaw:
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.
About Bruce C. Ertmann:
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.
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