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In today's digital world, a single consumer can use social media ― blogs, social networks, message boards, product review sites ― to broadcast a complaint to an audience of millions. How influential are online consumers to a brand's reputation and how can businesses manage and thrive in this new reality ― the consumer-driven world?
Join Nielsen Online's Pete Blackshaw, Executive Vice President, Digital Strategic Services, for an energetic discussion of his book, "Satisfied Customers Tell Three Friends, Angry Customers Tell 3000," available July 8th. Beth Thomas-Kim, Director of Consumer Services, Nestle USA, and Tom Asher, Director of Consumer Relations North America, Levi Strauss & Co., will join Pete in a lively conversation on how marketers and brands can establish and maintain credibility by being authentic, listening and responding to customers, and forming relationships built on openness, transparency, and trust.
We will explore:
- What are the six drivers of brand credibility and why?
- How should brands listen in the age of consumer control?
- What is the strategic relevance of consumer affairs in the marketing mix?
- What can companies do today to better connect with their most outspoken consumers?
Date: Wednesday, July 9
Time: 2:00 p.m., EST / 1:00 p.m., Central / 11:00 a.m., PST
Webinar logistics will be sent by e-mail prior to the event.
Our Speakers
Pete Blackshaw is a recognized expert in interactive marketing, word of mouth, and consumer understanding, who coined the term consumer-generated media (CGM). He currently runs the Digital Strategic Services group at Nielsen Online, focused on leveraging Nielsen's online data sources to help clients manage their online reputations, grow brand advocacy and leverage CGM.
Pete is a co-founder of the Word-of-Mouth Marketing Association, WOMMA, and authors several blogs, including www.consumergeneratedmedia.com, www.hybridbuzz.com and www.tresbebes.com, and is author of the book, Satisfied Customers Tell Three Friends, Angry Customers Tell 3,000.
Previously, Pete served as Chief Marketing Officer of Nielsen BuzzMetrics and was, before that, at P&G where he led online advertising development, online issues/rumor management, online sampling, database marketing and consumer word-of-mouth behavior initiatives. He also co-chaired and organized the P&G-sponsored Future of Advertising Stakeholders Summit (FAST-Summit). Pete holds a B.A. from the University of California at Santa Cruz and an M.B.A. from Harvard Business School.
Tom Asher is Director of Consumer Relations North America for Levi Strauss & Co., and is responsible for responding to all consumer inquiries for the US, Canada and Mexico. Tom feels strongly that the traditional consumer affairs function can deliver more value by being more consultative with internal partners and sharing the vital perspective that consumers bring to the table. Tom has expanded the role of Consumer Relations by providing ground-breaking support for Levi's retail stores through a consultative selling framework derived from his team's contact center experience. His team is also leading efforts to monitor blogs in order to improve the company's ability to listen more holistically to consumers.
In 2007, Tom was chairman of the board of SOCAP (Society of Consumer Affairs Professionals). He has a BA in Sociology from Vassar College and an MBA from Golden Gate University.
Beth Thomas-Kim has been Head of Consumer Services for Nestle USA since 2000 and has successfully repositioned the consumer support operation from that of negative cost drain to one of an integrated strategic asset. Seizing on the classic under-utilization of this critical, easily accessible and dynamic resource, Ms. Thomas-Kim re-educated and then collaborated with her marketing colleagues to integrate the voice of the consumer (literally) into business decisions. This has resulted in a clearer understanding of the consumer, actionable insights and more effective business decisions. Her creative programs are more successful because she uses classic techniques to market them internally to gain the interest and support of her colleagues. Nestle no longer views the department or the information collected as anything but pure gold. |
Questions? E-mail us
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![High-Value Population - 44% of Internet users publish their thoughts or otherwise create content online [Pew Research]](/images/uploaded/sidebar_pewresearch.gif "sidebar_pewresearch")
