This webcast is part of the webcast series, Stop Guessing - Start Knowing, presented in association with the American Marketing Association and SAS.
Webcast Content:
Join Jeff Gilleland, Global Strategist, SAS; Rachelle Spero, SVP Digital Media, Cohn & Wolfe; and Bob Pearson, VP of Communities and Conversations, Dell, as they lead a discussion on the various challenges and opportunities of marketing in the digital age. This free, one-hour webcast will cover the essentials of conversational marketing, including how to effectively and efficiently:
- Build a listening infrastructure
- Identify market influencers and join the conversation
- Create engaging content and experiences
- Aggregate people and content to build branded communities
- Utilize technology and analytics to generate an organizational competitive advantage
Expect a highly interactive discussion with an emphasis on real world examples and proven case studies. The format will be participatory and we encourage viewers to pose questions throughout the session.
Participant level of understanding
Senior marketers acountable for delivery of campaigns that reach your most important customers and attract new, valuable prospects. This webcast is for you, if you are responsible for managing the return on your organizations' overall marketing spend and delivering measurable bottom line results .
About Rachelle Spero, Cohn & Wolfe; Bob Pearson, Dell; Jeff Gilleland, SAS
Rachelle Spero is Senior Vice President of Cohn & Wolfe’s Digital Media Practice in New York. She has more than 16 years of public relations, interactive marketing and online reputation management experience.
During 2005 and 2006 Spero was a regularly speaker on the topic of marketing to digital media influencers and was often quoted by traditional media and in books on digital media best practices. In 2007 she was invited to participate on healthcare panels covering policy and innovation. In addition, she lecturers quarterly at New York University to marketing communications graduate students on the topic of digital media.
At Cohn & Wolfe, Spero is responsible for collaborating with colleagues and clients to create digital media strategies that generate awareness, define Web 2.0 policy, build community for stakeholder alignment, establish thought leadership, and/or reach key constituents in blogs, online communities, social networks, and through mobile devices. She has consulted global brand leaders in multiple industries including:
Consumer/Retail: Playtex, Nike, drugstore.com, Sony, Gap, J. Crew, and Saab
High Tech: Dell, SAS, Sun, SAP, Akamai, HP, IBM, EMC, and Motorola
Healthcare/BioTech: Lilly, Genentech, Merck, GSK, Genzyme, Bayer, WebMD, and Pfizer
Financial Services: MasterCard, Visa, Fidelity, State Street, and Thompson Financial
Spero has launched award-winning digital media campaigns for Merck, HP/Compaq and IBM, and is currently providing online reputation management and/or digital communications counsel to MasterCard, Playtex, Genentech and SAS.
Bob Pearson serves as vice president of communities and conversations for Dell. As a member of Dell’s Communications team, he is responsible for digital media activities, ranging from customer resolution to management of IdeaStorm, Direct2Dell, StudioDell and other digital initiatives. His teams are also responsible for corporate media, public affairs, internal communications and the Office of the Chairman communications.
Before joining Dell, Pearson worked for Novartis Pharmaceuticals as Head of Global Corporate Communications and as Head of Global Pharma Communications, where he served on the Pharma Executive Committee. Prior to Novartis, Pearson was President of The Americas for GCI and was responsible for creating and building the firm’s global healthcare practice. He was previously Vice President of Global Public Affairs & Media Relations at Rhone-Poulenc Rorer (now Sanofi Aventis) and worked at CIBA-Geigy in both communications and field sales. Pearson has more than 20 years experience in executive corporate communications and public relations.
Pearson graduated from the University of North Carolina with a degree in communications and completed his MBA at Fairleigh Dickinson University. He has served on the boards of Cancer Care and The Huntington’s Disease Society of America and currently serves on the boards of The Dell Foundation, Gendux Pharmaceuticals, Ltd, a subsidiary of Introgen Therapeutics (NASDAQ: INGN) and The Association for Multiple Impaired and Blind. Pearson is also a member of the executive committee of Dell’s Political Action Committee and he serves as the Vice-Chair of the Emerging Technology Committee for the State of Texas.
Jeff Gilleland, Global Customer Intelligence Strategist at a SAS, has more than 25 years of experience building profitable customer franchises for FORTUNE 500 companies. He has held senior marketing positions within the financial services and consumer packaged goods industries.
Before joining SAS in 2002, Gilleland drove the development of legacy Wachovia's CRM strategy, which is regarded as a "best practice" in the financial services industry. Applying his experience in "1-to-1" and "classical" marketing, he offers an informed view on how to build organizational capabilities that enable knowledge-based strategies to increase customer affinity and profitability.
