Say Goodbye to Corporate Marketing as You Know It
Traditionally, marketing has been about defining a brand’s key messages and finding clever and interesting ways to broadcast them. But it's no longer enough to connect eyeballs to ads; today's marketers must connect people to people. That means going social and saying goodbye to the traditional approach. Marketers must go beyond their internal team of specialists and realize that, in the social world, everyone from the CEO to the local employee is a marketer. That shift in thinking opens up unprecedented opportunities while creating new challenges, because it's hard to control brand messaging with so many extra voices.
In this session, Hearsay Social CEO and renowned author, Clara Shih, will lay out examples from the best practitioners of social marketing. She will also share valuable tales of what not to do. This session is designed to empower attendees to think outside of the box and get truly social.
Clara is CEO and Founder of Hearsay Social and a pioneer in the social media industry. In 2007, she developed the first social business application, called Faceforce, and subsequently authored the New York Times-featured bestseller, The Facebook Era: Tapping Online Social Networks to Market, Sell and Innovate, now used as a marketing textbook at Harvard Business School. Clara has been named one of FORTUNE’s Most Powerful Women Entrepreneurs, Fast Company’s Most Influential People in Technology, and one of Businessweek’s Top Young Entrepreneurs.
The world’s largest companies, including Northwestern Mutual, Thrivent Financial, Farmers Insurance Group, and 24 Hour Fitness, use Hearsay Social’s award-winning technology platform to achieve regulatory compliance, build stronger customer relationships, and bolster their brand across all the major social networks, including Facebook, Twitter, LinkedIn, Google+, and foursquare. Hearsay Social, a SIFMA strategic partner, has raised $21M from Sequoia Capital, NEA, and top executives from Twitter, Facebook, LinkedIn, Google, and YouTube, and is headquartered in Silicon Valley with dedicated local presences in New York, Chicago, Boston, Atlanta, Austin, and London.