Britt Technology Impact Series

Customer Engagement in the New Social World

November 16, 2010 • Tuck Campus

Customer Engagement in the New Social World PhotoCollin Douma, VP, Social Media, Proximity BBDO

Does the distinction between advertising and marketing remain? What, if any, impact has this had on the following organizations? What are the goals of engagement and are those goals different from traditional advertising objectives? How are companies leveraging social technologies to increase brand loyalty and market share? What are some best practices for customer engagement? The following panelists considered these questions along with questions from the audience. They shared their insight and experience into the power of social customer engagement.

  • Collin Douma, VP, Social Media, Proximity BBDO
  • Kyle Keogh T’99, Director, Sales Strategy and Planning, Google
  • Doug Neil T’91, SVP, Digital Marketing, Universal Pictures
  • John F. Marshall T’92, Senior Partner & Director of Brand Strategy, Lippincott, (panel moderator)

Collin Douma, VP, Social Media, Proximity BBDO 
Collin has over 15 years of experience in online properties and digital advertising programs for world-class brands and agencies. Before Proximity, he was Senior Strategic Counselor at Hill & Knowlton Canada, developing Social Media PR programs for clients including, WarChild, Motorola, Hewlett Packard, Intel, and the Government of Ontario. Collin was also the lead strategist at Social Media Group, working on the Ford Motor CompanyGlobal Communications account. There he developed social media press releases (SMPRs), blogger outreach initiatives, enthusiast activation programs, social network programs and crisis management procedures. Collin spent four years at MacLaren McCann where he was the Group Creative Director on General Motors’, Coca-Cola, and Ripley’s Entertainment. Collin is a frequent presenter on the principles of social media marketing at conferences acrossNorth America and has been a guest lecturer at several universities. His blog is listed in Advertising Age’s Power Bloggers and is referenced on the syllabus at Emily Carr University’s studies in the Social Science.

Follow Collin on Twitter.       Subscribe to Collin’s Blog, “Radical Trust.”

Kyle Keogh T’99, Director, Sales Strategy and Planning, Google
With over a decade of experience working in and around the tech and telecom industry, Kyle is a seasoned veteran. Kyle currently leads Google’s US Telecom Media Sales, helping develop marketing solutions based on Google’s consumer/customer knowledge and marketing capabilities. Prior to leading Telecom sales, Kyle led Google’s North American Sales Strategy and Operations. Before joining Google, Kyle was a Director of Business Transformation at IBM, leading efforts to increase sales across all of IBM’s Business units. He also led Development for Talk America, a residential competitive local exchange carrier, including building phone and data networks, launching new products, and leading acquisitions. Kyle started his career at McKinsey &Co. and JP Morgan, serving technology and telecom clients at both companies. Kyle earned a Bachelor of Arts from Hamilton College, studied at the London School of Economics, earned the Chartered Financial Analyst designation, and received an MBA from Tuck School of Business at Dartmouth College.

Doug Neil

Doug Neil T’91, SVP, Digital Marketing, Universal PicturesUniversal
Doug Neil is the Senior Vice President of Digital Marketing for Universal Pictures. In this capacity he oversees the online and mobile strategies for theatrical releases including website development, publicity, promotions, social media, creative strategy and media placements. He has overseen the online and mobile marketing campaigns for over 120 films including Despicable Me, Little Fockers, Bruno, Fast & Furious, The Bourne Ultimatum, Wanted, Scott Pilgrim vs. the World and It’s Complicated. Prior to Universal Pictures, he worked for AOL as Director, Entertainment Strategy, managing the online marketing campaigns for AOL’s filmed entertainment partners, playing a key role in the launch of AOL’s new entertainment initiatives including Prior to AOL, Neil was Vice President, Marketing for Hollywood Ventures, a children’s entertainment production and distribution company. Neil also has held executive positions with The Disney Channel, Hawaiian Airlines and Andersen Consulting. He has a M.B.A. from The Tuck School at Dartmouth College and is a graduate of the College of William and Mary.

John F MarshallJohn F. Marshall T’92, Senior Partner & Director of Brand Strategy, Lippincott
Panel Moderator

John Marshall is a senior partner based in Lippincott’s Boston office where he is director of Lippincott’s brand strategy practice. John brings to Lippincott over 20 years of consulting and operating experience. A seasoned general manager and marketing executive, John has worked with many of the nation’s largest companies in crafting and executing strategies to create long-term growth and shareholder value. Most recently he was president of Test Preparation Services at The Princeton Review, where he led a profitability turnaround at this publicly-traded education company. His prior roles include EVP and global head of marketing strategy and enablement at Digitas, where he was a member of the firm’s global operating committee. In that capacity, John was responsible for the company’s client relationships in the area of marketing strategy, digital strategy, analytics and technology strategy with clients such as American Express, AT&T and General Motors. John was also a partner with consulting firm Mercer Management Consulting (now Oliver Wyman), where he applied expertise in marketing, Internet commerce, business strategy and shareholder value creation to drive growth in numerous companies. He began his career as an equity analyst and has significant experience in shareholder based management. John is an adjunct member of the faculty of the Amos Tuck School of Dartmouth College, where he teaches digital marketing strategy. He is the author with David Kenny of “Contextual Marketing: The Real Business of The Internet,” published in the Harvard Business Review. John graduated with an A.B. from Princeton University and an M.B.A. with Distinction from the Amos Tuck School at Dartmouth College, where he was a Tuck Scholar. He is also a Chartered Financial Analyst.

Customer Engagement Panel Highlights

Experience highlights from the panel discussion.

Interview with Universal Picture’s SVP, Doug Neil T’91

Center Fellow, Cassie Young T’11, speaks with Doug about social marketing.

Interview with Proximity BBDO’s VP of Social Media, Collin Douma, Part 1

Visiting Center Fellow, Martina Mörtner, has a lengthy and insightful interview with Collin.

Interview with Proximity BBDO’s VP of Social Media, Collin Douma, Part 2

Part 2 of the interveiw with Collin Douma

Interview with Proximity BBDO’s VP of Social Media, Collin Douma, Part 3

Part 3 of the interview with Collin Douma

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