PRO

The New Consumer and Social Media: Energizing Your Brand

Presenter:: John Gerzema
Broadcast:: Thu., Sep 10, 2009, 12pm ET (9am PT)
Length:: 90 minutes
Rating:

The value of social media is now amplified in the context of a new phenomenon: post-crisis consumerism. Current research drawn from Brand Asset Valuator, the world's largest database of brands, reveals there's no returning to "normal." Cultural shifts in values are influencing new consumer behaviors, which create unexpected opportunities for enterprising companies to gain competitive advantage in a challenging marketplace.

Most marketers still see metrics like trust and awareness as the backbone of how brands are built. They're dead wrong—these metrics do not add to increased asset value. In fact, by following them, they actually hasten the declining value of their brands. Reconnecting with consumers via social media is a better strategy.

Presenter

John Gerzema is Chief Insights Officer for Young & Rubicam Group and co-author of The Brand Bubble: The Looming Crisis in Brand Value and How to Avoid It. It's a Business Week Best Seller and was voted #3 Best Business Book for 2008 from Amazon’s editors and 'Best Advertising and Marketing Book for 2008' from CEO Read.

Best-selling author, consumer strategist and pioneer of account planning in American advertising, John has designed brand strategies to international strategic and creative acclaim. A frequent essayist, columnist and commentator, John has been interviewed and reviewed in The Economist, Financial Times, Harvard Business Review, Strategy & Business, Newsweek and has appeared on CNBC, Fox Business and Bloomberg among others.

Who Should Attend?

Product marketing, marketing communication, and marketing strategy professionals who are seeking best practices for using Web 2.0 in their marketing plans.

What Will You Learn?

New cultural values, consumer behaviors and management opportunities to reconnect with the new consumer.
Vivid, hands-on examples across a range of categories and businesses.
Extensive management take-aways grounded in metrics reinforcing the business case for social media strategies.

Social Media Summer Series

This seminar is one of a series of ~~eight~~ NINE seminars focused on adding Social Media to your marketing mix. PRO members have access to the entire series!

Branding, Customer Behavior, Customer Relationships, Marketing Smarter, Metrics, Social Media

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What Members Say About This Webcast

"Excellent strategic overview of consumer behavior and the role of social media in long term business and brand strategy."

"If one wants an overview of how the recent economic crisis is changing, even if for an unknown period, consumer behavior and how companies are using social media to build their brands given these new behaviors, John's presentation was right on target."

"John's insight exposes the world, and marketing's role within it, as it is about to become."

"This was probably the best so far in an outstanding series of webinars on social media. The session provided valuable strategic insight to changing consumer behavior and the role of social media in developing sustainable brands in a new economy."

"The seminar provided a valuable high-level overview of how current economic trends are impacting consumer behavior, which in turn influences the strategies and tactics chosen by companies. One can talk about social media strategies and tactics all day, but without this higher-level understanding of why the market is headed in the direction it is, the "lower-level" discussions are ineffective over the long term."