Marketing Innovators Luncheon Seminar
B-to-B Marketers Who Do Social Media Right
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In the world of business-to-business marketing, no other topic even comes close to the buzz generated by the emergence of social media in the past couple of years. The blogosphere is full of advice on implementing a Facebook or Twitter strategy, creating your own blog or leveraging SEO and SEM to attract new customers. But aside from the buzz, has anyone actually incorporated these tools into their marketing efforts with any success?
Make a point of attending BMA Chicago’s February 2 Marketing Innovators Luncheon seminar at the Standard Club for a very special panel discussion featuring three of our corporate members that have successfully implemented social media strategies and programs that are driving results. Our panelists will share their case studies and will give you tools and ideas for implementing social media strategies in your organization.
Our panelists were selected from dozens of entries in our competition. The panelists submitted examples of social media strategies and programs that utilized at least two social media channels in their marketing mix. A panel of social media experts chose the winning case studies based on creativity, results, and integration with the rest of the marketing mix.
This is the latest BMA Chicago panel discussion on this topic, following events featuring social media thought leaders’ insight held last year and in 2010. The February 2 event will build on those past events, which focused upon new social media tools that were not yet integral parts of most companies’ marketing efforts.
The panelists for the event include:
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Brian Krause, vice president, marketing communications for Molex
Molex has leveraged social media for industry leadership, successful trade show marketing and search engine optimization with creative execution by its agency, Moveo. Molex integrates social media into its global marketing efforts, website and global marketing automation platform using Facebook, LinkedIn, Twitter, YouTube, Google+, and its Connector blog, as well as Chinese social media channels Youku and Weibo.
As a result, Molex has built a social media community attracting thousands of engaged customers and employees across these channels. In addition, it has enhanced trade show presence and increased. Molex also places a high priority on monitoring these channels and this monitoring indicates that social media have gone a long way toward building a consistently positive brand image in the marketplace.
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Marketing Innovators International is a leading provider of incentive, recognition, and loyalty programs. They will share their story on launching a new website and building a large social media community in September 2011 with creative execution from its agency, LevelSet Solutions.
While Marketing Innovators was redesigning the website, the leadership decided that it was time to develop a social media community in order to maximize the investment, position the organization for more layered marketing initiatives, connect with its customers and prospects, and position itself as a leader within its industry. Marketing Innovators utilized multiple channels—Facebook, LinkedIn, Twitter, YouTube and Google+ branded pages—to connect Marketing Innovators to its targeted audiences with exceptional precision. Marketing Innovators also successfully executed an employee communication plan to engage team members. The campaign has grown the community, traffic, engagement and influence considerably.
Matt Aldrich, director, business intelligence and customer marketing, Navistar
Matt Aldrich is the director of Business Intelligence and Customer Marketing for Navistar. Matt has been able to open new marketing channels and strategies to deepen customer relationships with Navistar’s brands and products. His efforts include launching the International Advantage loyalty program, growing the company’s interactive presence and delivering stronger business intelligence capabilities to feed our sales and operations teams.
Prior to joining Navistar, Matt led Customer Relationship Strategy and Interactive Marketing for Continental Airlines. In those roles, he was able to create and implement enterprise-wide strategies to optimize customer value and incremental revenue. He was a critical part in the launch of EliteAccess and Continental.com’s online reservations system. Matt also spent a portion of his career with Harte-Hanks helping drive Retail Strategy and Analytics as well as working for Boeing Company where he led business analysis and financial management for several government programs.
Matt holds a Bachelor’s degree in Business Administration from the University of Illinois and an MBA from Saint Louis University.
Moderator
Gary Slack, Chairman, Slack and Company
Gary finds ways to achieve his goals. He started Slack and Company (then under a different name) back in 1988 with just one client. During a recession. While his wife was pregnant with their second son. This year, Gary is celebrating the agency’s 24th anniversary.
Gary has earned several Agency of the Year nods, not to mention landing on BtoB Magazine’s list of the “Top 100 Influential People in Business-to-Business Marketing.” But to him, what matters most is developing strong brands and achieving measurable results for his clients.
Before he founded the agency, Gary spent 11 years in senior management roles at Omnicom agencies Doremus & Co. and Porter Novelli. Fresh out of college, he worked as a reporter for a newspaper in his native New Mexico.
Gary is also involved in the local business community, most notably as two-time past president of the Business Marketing Association’s Chicago chapter. And he served as chairman of BMA National’s executive committee for the 2009-2010 program year. He’s also on the boards of both the Economic Club of Chicago and the Chicago Council for Science and Technology. Oh, and if you ever find yourself at the Chicago Botanic Garden on the weekend, keep an eye out for Gary, hunched over one of the garden’s rarer specimens.
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