Allocating Resources Across the Marketing Mix: Where to Spend Socially

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Our Speakers

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Robin Carey founded Social Media Today, LLC, one of the first companies to manage online B2B communities that connect large organizations with people they want to influence. A veteran of the big-book print media world that included Fortune, Newsweek and BusinessWeek, she had built her reputation on architecting powerful strategies that delivered to blue-chip corporate clients and their agencies ways to corral and connect with their customers, and equally importantly, their customers’ trusted influencers. @robincarey

Linda West supports overall lead generation goals with strategic planning, content creation, and analysis of campaign effectiveness. Prior to joining Act-On, Linda worked at a New York based marketing agency, implementing digital programs for a variety of B2B and B2C clients across the globe. Linda has also worked for some of the world's largest publishing companies, transitioning their traditional marketing programs to a cost-efficient online model. With extensive experience in traffic generation, lead nurturing, and lead scoring, Linda’s expertise is focused on content strategy and digital lead generation. @misslindawest

Don Bulmer is Vice President of Communication Strategy at Shell where he is responsible for Shell's global social media, influence and partner communication programs. Don has 19+ years of experience leading award-winning marketing and communication programs at top global energy, enterprise technology and internet startup companies. Don serves on the board at The Churchill Club, an independent business and technology forum in Silicon Valley, where CEOs, thought leaders and global business executives meet to debate important issues related to innovation, leadership, and economic growth. @dbulmer

Monica Womack Peterson is the Director of Social Media Strategy and Operations for the Toyota Division of Toyota Motor Sales, U.S.A.  She is responsible for leading the development of social media marketing strategies and designing social media marketing campaigns and experiences for Toyota.  She also oversees and manages the collaboration of Toyota North American Affiliate(s) in the areas of social media governance, process, policy and training development. Monica previously served as the Digital Marketing and Social Media Manager for the Lexus Division of Toyota Motor Sales, U.S.A. @MonicaWPeterson

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Shell’s Social Landscape

Copyright of Shell

SHELL SOCIAL MEDIA ECOSYSTEM

9

5,100,000+ FOLLOWERSMore than 500 million people reached, #1 in energy sector

445,000+ FOLLOWERSAcross 17 Twitter Handles

1,000,000+ FOLLOWERS 6th Largest Corporate Audience - #1 in the Energy Sector; 9th most

in-demand employer on LinkedIn

34,000+ FOLLOWERSLaunched July 2013; 90% of this Group are Active Daily

SO WHAT?

Copyright of Shell

WHEN THESE THREE KEY AREAS COME TOGETHER…

Demographics

BehaviorPreferences

“Sweet Spot”

Who makes up our audience (location, gender, age, etc)?What’s their education?Where are they in their life-cycle?

What motivates and inspires them?What other brands or organizations besides ours do they follow?What do they care about (interests, issues, causes, etc)?

What content drives engagement? How often (when/where)do they become engaged?What rewards and incentives do they respond to?

Our Speakers

#SMTLive

Robin Carey founded Social Media Today, LLC, one of the first companies to manage online B2B communities that connect large organizations with people they want to influence. A veteran of the big-book print media world that included Fortune, Newsweek and BusinessWeek, she had built her reputation on architecting powerful strategies that delivered to blue-chip corporate clients and their agencies ways to corral and connect with their customers, and equally importantly, their customers’ trusted influencers. @robincarey

Linda West supports overall lead generation goals with strategic planning, content creation, and analysis of campaign effectiveness. Prior to joining Act-On, Linda worked at a New York based marketing agency, implementing digital programs for a variety of B2B and B2C clients across the globe. Linda has also worked for some of the world's largest publishing companies, transitioning their traditional marketing programs to a cost-efficient online model. With extensive experience in traffic generation, lead nurturing, and lead scoring, Linda’s expertise is focused on content strategy and digital lead generation. @misslindawest

Don Bulmer is Vice President of Communication Strategy at Shell where he is responsible for Shell's global social media, influence and partner communication programs. Don has 19+ years of experience leading award-winning marketing and communication programs at top global energy, enterprise technology and internet startup companies. Don serves on the board at The Churchill Club, an independent business and technology forum in Silicon Valley, where CEOs, thought leaders and global business executives meet to debate important issues related to innovation, leadership, and economic growth. @dbulmer

Monica Womack Peterson is the Director of Social Media Strategy and Operations for the Toyota Division of Toyota Motor Sales, U.S.A.  She is responsible for leading the development of social media marketing strategies and designing social media marketing campaigns and experiences for Toyota.  She also oversees and manages the collaboration of Toyota North American Affiliate(s) in the areas of social media governance, process, policy and training development. Monica previously served as the Digital Marketing and Social Media Manager for the Lexus Division of Toyota Motor Sales, U.S.A. @MonicaWPeterson

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