LOCATION: TAMBLING
15:30 - 16:10 SPLIT STREAM CASE STUDIES
THE BUSINESS OF BUILDING A BRAND: HOW TO LEVERAGE SOCIAL TO BUILD A GLOBAL BRAND
CHAD ESTES, VITRUE | @chadestes SIMON HUGHES, MICROSOFT | @simonjhughes
Social networks full of socially engaged consumers are changing the way that marketers engage with their customers. Smart marketers are not just looking to have a presence on the social networks, they’re looking to build meaningful relationships with their consumers and, as a result, build their brand. A key challenge for Microsoft in brand building on the social networks – and one faced by many global brands today – is how to manage multiple brands, across many countries around the world; maintaing brand consistency but allowing individual brands and countries to build their own relationships. In discussion with Vitrue’s Chad Estes, Microsoft’s Simon Hughes will share the complexities of that challenge for Microsoft, and their global strategy for addressing it.
KEY TAKEAWAYS:
• How to give a local feel to your social properties to build brand
• The value of social segmentation
• How the maturity of social analytics means there is no longer any excuse for not being engaging/building meaningful relationships with your consumers
Simon manages marketing operations for Microsoft’s commercial & consumer business in UK & Western Europe (13 markets) with the aim of improving marketing efficiency and effectiveness. He is also global lead for the adoption of social monitoring and engagement platforms.
As Vitrue’s VP of Client Partnerships, Chad brings over 13 years of experience in managing strategic client partnerships and designing cutting-edge online solutions. He has a strong passion for exceeding client expectations and firmly believes it’s Vitrue’s people that sets them apart from the competition.
DAY 1
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