The Social Consumer 2012: Case Studies and Roundtables

Case Study Presenters

Case Study:Twitter as Customer Service (aka: Drinking From the Fire Hose)
Presented by: Jenny Dervin, Vice President of Corporate Communications, JetBlue Airways
Customer expectations for service are the same, but their ability to hold companies accountable is changing rapidly. Learn how JetBlue harnesses the power of social media to better serve customers, and how the New York-based airline ensures their social media presence isn’t bogged down by complaints.

Case Study: Tasti D-Lite
Presented by: BJ Emerson, VP Technology, Tasti D-Lite LLC
Using Social and Location-Based Technology to Reward Brand Loyalty
• Understand the opportunities for innovation in customer engagement that help drive loyalty
• Identify ways of integrating conventional loyalty programs with mobile and LBS applications
• Learn how to gain the insights required to deploy a successful location based marketing campaign
• Discover lessons learned and how Tasti D-Lite has enabled customers to share their loyalty and location activity online
• Uncover the consumer benefits of receiving tangible rewards through the social friendly POS application and TastiRewards program

Simon Constable, Columnist/Commentator/Broadcaster, The Wall Street Journal
will interview
Ed Garsten, Head, Electronic Communication, Chrysler Group LLC

Case Study: Investing in Facebook Real Estate
Presented by: Beverly Thorne, Chief Marketing Officer, Century 21 Real Estate LLC
88% of homebuyers use the internet in their home search. With that critical statistic in mind, CENTURY 21 Real Estate LLC has invested in social media, particularly Facebook, to influence consumer’s brand preference and purchasing decisions. Learn how CENTURY 21 Real Estate LLC has become the most recognized, global brand in real estate through creative, daily Facebook content, a branded, customizable broker and agent Facebook app and with a Facebook “How-To” video series for all franchisees.

Roundtable Moderators

Stephanie Agresta, EVP, Managing Director of Social Media, Weber Shandwick & Board of Directors, Social Media Advertising Consortium
Bio: A pacesetter in digital media for nearly 15 years, Stephanie Agresta is EVP, Managing Director of Social Media for the global public relations firm Weber Shandwick, where she focuses on social media strategy and partnerships in addition to consulting with key accounts. A popular speaker at industry events, Stephanie has presented at Web2Expo, Blog World, BlogHer, SXSW, PR News and Mashable conferences. She serves on the Board of Directors of the Social Media Advertising Consortium (SMAC), alongside executives from Ford, IBM, Intel, PepsiCo and Deep Focus. Stephanie was named to PR Week’s “40 Under 40” for 2010. Her first book, Perspectives on Social Media Marketing, co-authored with B. Bonin Bough of PepsiCo, was released in October 2010. She holds a B.A. from Luther College in Decorah, Iowa and a Master’s degree from the University of Minnesota.

Meighan Berberich, Vice President, Marketing, Cinchcast

Bio: Meighan Berberich leads all marketing and communications efforts at Cinchcast (www.cinchcast.com). Berberich is a seasoned marketer and publishing executive with more than 15 years of experience launching and growing on- and off-line communities and leveraging these highly-engaged communities to drive revenue. Before joining BlogTalkRadio, Berberich was the director of marketing communications for Conenza, a leading provider of enterprise social networking software. In this role, she led all aspects of marketing communications: branding, on‐ and offline demand generation, events, and media and analyst relations. She is a proven leader in, and passionate advocate for, social media marketing, search engine optimization, and word-of-mouth marketing. Prior to Conenza, Berberich held marketing and executive leadership roles at Microsoft Corporation and 1105Media. At Microsoft, Ms. Berberich led teams in the development of traditional and non‐traditional marketing strategies to drive reach, revenue, and customer engagement through Microsoft’s software training and certification portfolio. At 1105Media, Ms. Berberich served as the marketing director, and later, as the general manager of the Business Technology Group. In her marketing and management roles, Ms. Berberich led the creation and launch of more than a dozen revenue‐generating products. As a result of these programs, Ms. Berberich’s business unit, delivered double-digit revenue growth every year of her six-year management tenure. Berberich began her career in semiconductor marketing, working with Texas Instruments and Infineon Technologies in the U.S. and Europe. She holds a Bachelor of Science degree from Santa Clara University in Economics.

David Berkowitz, VP Emerging Media, 360i & Blogger, MarketersStudio.com
Bio: David Berkowitz is VP Emerging Media for 360i, the digital marketing agency, where he develops social media and mobile programs for marketers spanning the media & entertainment, retail, travel, and CPG industries. He writes a weekly column for MediaPost, with over 200 published to date, and contributes to Ad Age’s Digital Next blog and 360i’s Digital Connections. He has also blogged at MarketersStudio.com since 2005. A regular pundit on media, marketing, and technology trends, he has spoken at nearly 100 events including Digital Hollywood, Web 2.0 Expo, Blog World Expo, ad:Tech, and iMedia.

Mike Campbell, VP, Business Development, Anderson Direct Marketing
Bio: Mike kicked off his direct marketing career on the production side of the business, moved into several agency and leadership roles, and even sat at the opposite end of the desk as a client before joining Anderson Direct Marketing in 2008. Backed by 16 years of experience and a degree from the University of San Diego, he helped launch ADM’s interactive department. He specializes in blending off- and online channels—including social—into effective direct marketing strategies. And he connects ADM’s clients to a greater ROI with his considerable insights, strong strategic thinking, and inspirational account team leadership.

Marcy Cohen, VP Social Media and Influencer Engagement, MasterCard Worldwide
Bio: Marcy Cohen has recently joined MasterCard Worldwide as VP social media and influencer engagement. Previously she was head of Social Media at Sony Electronics Inc. In this role she led a team in developing and executing digital and social media initiatives for new product introductions, corporate brand initiatives and major trade shows; managed influencer relationships within the personal technology community; developed a measurement strategy tied to analytics; and guided blog content. She was also a member of the leadership team developing social media guidelines and a unified strategy on a global level. Cohen's experience also includes managing Sony's corporate PR strategy including its 30 Sony stores and e-commerce site. She also handled media relations for the C-suite, conducted quarterly media roundtables, media training, developed positioning statements and Q&A documents and managed crisis communications.

Jenny Dervin, Vice President of Corporate Communications, JetBlue Airways
Bio: Jenny joined JetBlue in 2005 as Director Corporate Communications, and is responsible for the execution of the value airline’s media relations and crewmember communications functions. Prior to joining JetBlue, Jenny was with Delta Air Lines in a variety of communication positions, including speechwriter for the President and Program Director for the Operations functions. Jenny got her start in communications at Trans World Airlines as staff writer, eventually running the monthly newspaper and internal communications for the St. Louis-based airline. Jenny graduated from Columbia College Chicago with a degree in journalism, and now calls New York City home. She feels lucky to have been able to combine her love of travel with her passion for communications. “Working for an airline is the best communications job ever,” Jenny says. “Every day, you deal with something new, and communicators are a respected business partner.”

BJ Emerson, VP Technology, Tasti D-Lite LLC
Bio: BJ Emerson brings a strong blend of technical and creative abilities to his role as Social Technology Officer for Tasti D-Lite. In his 12 years of experience, BJ has overseen the rapid expansion of technologies to include providing hosted applications for entire franchise networks. In 2005, BJ led the deployment of a $2M Corporate and Franchise Enterprise technology platform which won a Microsoft Pinnacle award for Excellence in 2006. Featured in Twitter’s Business 101 Case Studies, BJ has spearheaded the integration of the Tasti D-Lite brand experience with online communities by engaging customers and working with franchisees to expand the brand through social media. Recently, BJ led the development of the first ever loyalty program to feature an integration with social sites Facebook, Twitter and Foursquare.

Sandra Fathi, President, Public Relations Society of America - New York Chapter & President and Founder, Affect
Bio: Sandra Fathi is founder and president of Affect, a public relations and social media firm located in New York. An entrepreneur at heart, Sandra has been helping companies achieve their business goals for the past 15 years. Her love of technology was sparked during her first summer working at her father’s company soldering parts onto a circuit board. From that humble beginning, she went on to become a technology journalist, corporate communications professional at Nokia, Radvision and VCON, and a PR agency executive working with brands such as Ericsson, EDS and Microsoft. Sandra is currently the president of PRSA NY and past chair of PRSA's Technology Section. A celebrated speaker and active contributor to PR and business publications, Sandra’s commentary has appeared in Bloomberg, Bulldog Reporter, CNNMoney, DM News, Marketing Profs, PR News and PR Week.

Ed Garsten, Head, Electronic Communication, Chrysler Group LLC
Bio: A native New Yorker, since 2005 Garsten has headed Chrysler Group’s electronic communications team which encompasses social media, broadcast media, and video production. His team has won awards from PR News, Women in Communication and the IABC. Garsten came to Chrysler after a 32 year journalism career that included 20 years as a producer, correspondent and bureau chief at CNN, plus stints at the Associated Press as National Auto Writer and The Detroit News as the General Motors beat writer. He is married with two grown children.

Matt Gentile, Director - PR and Social Media, Century 21 Real Estate LLC
Bio: Matt Gentile directs public relations and social media content strategy for Century 21 Real Estate LLC, the world’s largest residential real estate sales organization. In this role, he promotes approximately 7,600 independently owned and operated franchised brokerage offices and 112,000 sales professionals in 68 countries and territories worldwide. Prior to his current position, Gentile served as the senior manager of public relations and brand communications for Florida’s largest real estate company. He has also held communication management positions with Arthur Andersen and PricewaterhouseCoopers. He began his career as an account executive for The Rendon Group, an international strategic communications firm based in Washington, D.C. As author of his personal blog, “The Social Guy,” Gentile discusses the challenges and opportunities of optimizing the power of social media within a multinational corporate enterprise.

Hide Harashima, CTO & Senior Project Manager, The JAR Group
Bio: Hide Harashima is the CTO of The JAR Group, an interactive marketing agency that helps clients grow their revenue. Hide is launching a technology tool to help businesses interpret their data to improve their bottom line. Hide's interest in managing vast amount of data to provide insight has spanned the Internet, pharmaceutical, and finance industries. Prior to his current role, he was the CIO at Premier Research Group, a global firm providing clinical development services to the pharmaceutical industry operating in 30 countries. Prior to Premier Research, Hide was the Senior Strategist at a private equity firm, EarlyBird Capital.

James Joseph, MBA, Professor, New York University; President, Cohn & Wolfe North America & Author of The Experience Effect
Bio: Jim Joseph serves as the President of Cohn & Wolfe North America, the agency’s largest region. With over 25 years of integrated marketing, public relations and branding experience, Jim provides strategic oversight, client service and drives new business across all offices in the U.S., Mexico and Canada. Known for his expertise in brand and integrated marketing, Jim’s first book - The Experience Effect - delivered a critically acclaimed, straightforward volume of marketing advice that showed big business how to build the ultimate brand experience. Now, in his second book, he takes that big brand theory and applies it to the backbone of the American economy, small business, in The Experience Effect for Small Business. Jim is a daily blogger about marketing and teaches two intensive marketing classes at New York University, the first now in its fourth semester. He is a graduate of Cornell University and also received an MBA from Columbia University. In his spare time, when not working with his team, blogging or spending time with his family, you can find Jim running along the Hudson River with Lady Gaga in ear!

Juan Martinez, Senior Editor, Direct Marketing News
Bio: Juan Martinez is the senior editor at Direct Marketing News. He manages all of the feature elements within the magazine, as well as special issues and supplements such as Essential Guides and the Agency Business Report. Prior to joining Direct Marketing News, Martinez wrote for CRM Magazine and Publishers Weekly. He holds a master’s degree in Creative Writing from Columbia University and a B.A. in English from Bard College where he was awarded the Milton Moore Lockwood Prize in writing. His work has been published on Esquire.com, Publishers Weekly and CRM Magazine.

Jason Metz, SVP Client Strategy, AWESTRUCK Marketing Group
Bio: Jason has been in experiential marketing for 10 years, helping to create award-winning campaigns for brands including Porsche, Procter & Gamble, Adidas, Ford Motor, Schering Plough, Beam Global, A&E, Forever21 and others. For the past year, his focus has been perfecting "the art and science of Influencer marketing" - how to identify a brand's most powerful social media Influencers, track their every move through all social channels, leverage their passion, authenticity and authority to drive amplification, and optimize all aspects of a brand's social media footprint to maximize success. Jason's team at Awestruck is on the cutting edge of Influencer marketing, and he's thrilled to share his learnings with the BDI community.

Tom Miale, Director, Multimedia Engagement, MultiVu
Bio: Tom is a seasoned media professional who has worked in a number of aspects of the industry including multimedia design, broadcast production, and business development. Since 1996 he has been involved with a number of multimedia start-ups, and has worked on productions for many Fortune 1000 clients. In 2006 Tom joined MultiVu, where he has continued to implement social components in to traditional broadcast services. He is constantly looking for innovative ways to enhance MultiVu’s clients’ messages through social channels. An active blogger, a few years ago Tom found a way to marry two passions (food and social media) with his site, http://notafoodie.com.

Zack Nippert, Managing Director, US Business Development, MotiveQuest LLC
Bio: Zack Nippert is the Managing Director of U.S. Business Development at MotiveQuest, a social research company. MotiveQuest uses “Online Anthropology” to help companies create new products, improve their marketing and measure their success. Before MotiveQuest, Zack lead account teams at DDB (Chicago and NYC) and Leo Burnett, working on successful campaigns across major CPG, financial services, and pharma brands. Zack lives in NYC and is actively involved in the marketing community, helping many of the fortune 500 companies find fresh, actionable insights to move their brands forward.

Michal Shapira, Associate VP, Digital Marketing, The Wall Street Journal Digital Network
Bio: Michal Shapira currently runs Digital Marketing for The Wall Street Journal Digital Network (“WSJDN”). In this role, she oversees Sales Development, Client Services and Creative Services teams who collectively develop and execute integrated marketing programs for advertisers on WSJ, Barron’s, MarketWatch, SmartMoney and AllThingsDigital. These programs span across multiple platforms including Web, Mobile, Video, Social Media and Emerging Media. Prior to WSJDN, Ms. Shapira served as the Executive Director and head of Condé Nast Studio - an in-house creative agency that supported all 20 Condé Nast magazines and 8 digital-only properties. Ms. Shapira’s work has earned her many industry awards and accolades. Most recently, her team at Condé Nast received the 2011 MIN Best of the Web Award for Digital Team of the Year as well as the Ad Age Media Vanguard Award for their innovative iPad work. Ms. Shapira has spoken at many industry events including Ad-Tech, OMMA, Doug Weaver’s Upstream Seller Forum and the AICP Conference as well as regularly at NYU. She currently resides on the Upper West Side of Manhattan with her husband and two sons.

Jessica Valenzuela, The Empress and Curator, Mavin Digital, Inc.
Bio: Jessica Valenzuela is a natural entrepreneur with twelve-years of experience delivering in product development, marketing and digital advertising. She was an integral part of the team that launched Kaplan’s financial education online university. During a subsequent job consulting for Accenture, New York City lured Jessica and her passions for creative, design and technology, leading her to produce award-winning integrated campaigns at Madison Avenue’s top advertising agencies. In 2008, Jessica flexed her entrepreneurial muscle by creating Mavin Digital, Inc. a digital media agency working with Forbes.com, Moet Hennessey, Gwen Stefani and more! When she’s not producing or curating Jessica is looking for her next adventure whether it’s travel, kiteboarding, snowboarding or climbing. She studied Business Information Technology at DePaul University and has a BS in Hotel Restaurant Management from the University of the Philippines.

Dan Vassallo, VP of Media, The JAR Group
Bio: Dan is a Digital Marketer with a core focus on leveraging digital media, search marketing and social media to achieve clients’ goals and objectives for new customer acquisition, retention, brand engagement and awareness. Dan currently leads the strategy, planning, and execution of digital, search, and social media initiatives for JAR’s clients that drive brand engagement and response, grow customer acquisition, and increase ROI. Dan graduated from the State University of Buffalo at New York. He is a native New Yorker and enjoys rooting for the Giants and Mets and spending time with his family.

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