This is the archived SXSW 2012 schedule. Please see the current schedule here.

Social Media in the Underground World of B2B

#sxsw #SMB2B

We’ve seen multiple examples at SXSW in years past of consumer brands successfully leveraging social media and aligning to business objectives to generate ROI, many of which have millions of consumers interacting with their products on a daily basis. While B2B brands don’t always have the flash and sizzle of consumer brands, social media has the power to drive innovation, sales and success in every industry – consumer and enterprise alike. This session will focus on social media advice and best practices for B2B companies. Hear from some of the world’s leading B2B brands, including two Fortune 100 brands, about leveraging social media as a competitive advantage and engaging with and activating internal and external stakeholders. They’ll focus on how to make the case within a B2B organization and to the C-suite to invest in social media, as well as how they measure impact within their respective companies.


Duane Schulz VP, Brand & Social Mktg Xerox Corporation

Duane Schulz is vice president of brand and social marketing for Xerox Corporation, which is headquartered in Norwalk, Conn.
Duane assumed this position in December 2010 and has global responsibility for developing Xerox’s social marketing community as well as oversight of Xerox’s global brand identity and experience. He also leads a new group, Marketing Operations, where he is developing marketing best practices across Xerox.
Schulz joined Xerox in 2000 as Vice President, New Ventures, where he developed internal startup businesses. Most recently, he led Xerox Interactive Marketing, with responsibility for Xerox’s digital presence at
Prior to joining Xerox, Schulz spent nearly 15 years between Hewlett-Packard Co. and Apple Computer in executive product and marketing roles. He also spent five years managing venture-backed startup companies. During his time in the Bay Area and entrepreneurial roles, he developed a passion for breakthrough innovation and building new models to develop new businesses, large or small.
Duane and his wife reside in Portland, Ore., with daughters in Seattle and Washington, D.C.

Jeanette Gibson Dir, Social Media Mktg Cisco Systems

I lead the Social & Digital Marketing team at Cisco. Our group is responsible for setting the strategy for the company’s global digital brand presence on, social web sites and mobile. I'm proud to work with such a talented team of digital marketers and social innovators. They work magic everyday and lead really cool projects such as digital content & site strategy for, social media strategy & campaign execution, company-wide consulting & enablement, customer listening & analytics and digital innovation.

My team also oversees the content strategy & development of many of Cisco's web properties so please check them out and give us your feedback! Visit us online at and our social media home page at

Digital Marketing, Digital Strategy & Innovation, Social Media Marketing, Branding, Social Media Policy/Governance, Social Listening, Social Analytics, Corporate Communications, Public Relations, Events, Crisis Communications

Melissa Chanslor Account Dir Text 100

Melissa Chanslor is an account director and digital strategist at Text 100 North America, focused on integration of social media with traditional communications and marketing efforts to meet business objectives. She consults clients across Text 100’s U.S. client base about social media strategy and program development and supports the agency’s digital innovation and business development efforts. Recognized for her ability to achieve maximum value and results, Chanslor’s experience spans B2C and B2B communications. She currently leads the American Express, Cisco Video Technology Group and NXP teams at Text 100, and previously worked with premier local and international brands at such as Adobe, eBay and PayPal. Prior to Text 100, Chanslor was with Edelman Public Relations. She holds a B.A. in communication from the University of the Pacific, where she graduated with honors. Chanslor is originally from Hawaii.

Shanee Ben-Zur Social Media Strategist NVIDIA

Shanee is a geek who talks a lot, plays soccer when she can and knows far too much about reality television. She also helps NVIDIA craft global social media programs as their Social Media Strategist. She joined the company in 2009 and has focused on building SM infrastructure across regions, social networks and business units, to enable sustainable social media programs.

She’s also piloted an internal social media education program, social media monitoring command center and is in the process of building up a social media center for excellence.

Prior to joining NVIDIA, Shanee worked at Voce Communications where she drove a mix of consumer and enterprise tech programs including PlayStation’s social media program. She helped that team build one of the largest and most vibrant fan communities on the web. Her involvement ranged from content strategy, prep and publishing work, to community management, analysis and reporting. In addition to her work with PlayStation, Shanee also helped drive the social media marketing programs for Intel’s embedded communications group.

When Shanee’s not working, thinking, or otherwise geeking out on the web, you’ll catch her kicking a soccer ball or watching bad TV with a good glass of wine.

Susan Emerick Program Mgr, Social Business Enablement IBM

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