Harnessing the Power of Social Media to Enhance Competitive Advantage
SMPS BUILD BUSINESS 2010
Presentation Details
Session Title
Harnessing the Power of Social Media to Enhance Competitive Advantage
Track
Success Stories from the Trenches
Session
Number 504
Day and Time
Friday 7/16/2010 10:30 AM - 12:00 PM
Description
Everyone is buzzing about social media, but they're also grappling with how to leverage these new tools to drive strategic business and reach marketing goals. Blogs, Facebook, Twitter, YouTube, and LinkedIn may help you reach new audiences, but are they really the right ones for your business? Are you effectively harnessing the power of social media to reach, engage, and differentiate, thereby propelling you toward your goals? Our panelists will present case studies on how they have successfully aligned vision, marketing strategy, and social media to create multi-directional platforms in order to shape perception and build constituencies.
Learner Outcome 1
Understand how progressive firms are using social media to reach targeted audiences, build influence, and shape perception.
Learner Outcome 2
Gain knowledge about the strategic potential of social media platforms as marketing distribution channels.
Learner Outcome 3
Take home real-world, achievable examples of successful social media programs
Presenters
Marjanne Pearson, Managing Director (Marjanne Pearson Associates)
Marjanne Pearson is an inveterate networker who became intrigued with the power of social media to build constituencies. Recognized as an industry pioneer, Marjanne has the ability to ask the questions that should be on the strategic agenda of every design firm. She is the founder of Marjanne Pearson Associates — a consulting practice that focuses on strategies for organizational resiliency and success. Her clients are a remarkable constellation of design firms including signature architects, emergent practices, regional powerhouses, and corporate giants. Her published articles and podcasts are available at www.nextmoon.com/research.html and you can follow her on Twitter as @nextmoon.
Mike Plotnick, Vice President and Communications Manager (HOK)
Mike Plotnick, LEED® AP, is a public relations practitioner who has discovered the power of social media for connecting with target audiences and unleashing a brand. As Vice President and Communications Manager at HOK, he directs internal and external communications strategies to position the global architectural firm's people, projects and expertise worldwide. In this role, he leads a team that pioneered and facilitates HOK’s industry-leading social media platform. His communications projects have been honored with Gold, Silver and Bronze Quill Awards from the International Association of Business Communicators. You can follow him on Twitter as @SomeChum.
Gina Miller, Managing Director, Architecture Group (DMD Insight)
Gina Miller is a strategist in integrated marketing, leading strategy, and account management for design-centric clients in architecture, design, culture, finance, and philantrophy. As the leader of DMD's Architecture Group, she connects brands like Hunter Douglas Contract with core audiences to meet business objectives. Gina came to the A/E/C industry after holding account management positions with global agencies FCB and Ogilvy, working with consumer goods companies like Nabisco, Campbell's, Lipton, and Hasbro. She also was the Director of Marketing for the American Red Cross, and is always well-prepared in case of emergency. You can follow her on Twitter as @GinaRMiller.
Allison Brooks, Director of Business Development (Winter Street Architects)
Allison Brooks is a marketing communications specialist in the design industry. Recognized as a pacesetter among her peers, Allison develops innovative marketing platforms that drive ROI for small businesses in the creative economy, including her current firm, an award-winning architecture and interior design firm in Salem, MA. Allison is also a former marketing consultant for renowned futurist Ray Kurzweil and has assisted in the development of numerous venture backed startups. Allison holds a BA in Arts Management from Emerson College, and an MBA in Innovation & Design Management from Suffolk University. Follow her on Twitter as @AllisonBrooks and @Winter_Street.
