Customer Engagement in the New Social World

November 12th, 2010

This coming Tuesday, as part of the Britt Technology Impact Series, the Center for Digital Strategies at Tuck will host a panel entitled “Customer Engagement in the New Social World” and the whole campus seems to be abuzz. Many of us were captivated by the viral videos in the “Smell Like a Man, Man” campaign for Old Spice. Remember those videos with Isaiah Mustafa? We’re fortunate to welcome Peter Clay T’83, VP and General Manager, Proctor and Gamble Grooming Products, to tell us how this campaign became a success.
Though most Americans were talking about those commercials, it’s easy to underestimate the impact that social media is having on business – especially the business of marketing and advertising. This panel will help us understand and appreciate the importance of social media in driving engagement and how the desire of marketers to interact with customers is blurring the line between marketing and advertising. Tuck’s own John Marshall T’92, Professor of our Marketing in the Networked Economy class and Senior Partner & Director of Brand Strategy at Lippincott will be moderating the panel which will also include Doug Neil T’91, SVP, Digital Marketing, Universal Pictures and Collin Douma, Vice President Social Media, Proximity BBDO.
I think the most important question they will help us answer is how enterprises and their marketers should evolve their strategies to enhance customer engagement and how should the impact of engagement campaigns be measured. Will marketers shift budgets away from traditional forms of advertising to invest in viral campaigns? Do consumers really want to be Facebook friends with brands? Well, the Levi’s brand is “liked” by over 2 million people on Facebook!
If you didn’t think that the world of marketing is changing, you’re wrong…and for current and future marketers – you better be prepared for the social revolution. Just ask Isaiah Mustafa.

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