Monday, September 21, 2009

Comm Club Attends BusinessWeek’s Best Global Brands 2009 featuring Microsoft, Audi America, KFC and Cisco

I had the pleasure of attending BusinessWeek’s Best Global Brands panel today as a “Delegate" of New York University (according to my badge). As I had expected and hoped, the conversation that Burt Helm, BusinessWeek’s Marketing Editor, moderated ended up focusing on Social Media. Each executive (from Microsoft, Audi America, KFC and Cisco) had his or her own perspective on how it can and should be used as a marketing tool.


Here are the live notes (condensed and edited to the best of my ability) from this panel. Please pay attention to the bolded inserts which are my attempt to comment on the statements they made from the perspective of an NYU student and Comm Club Vice President. Also stay tuned for embedded video from youtube.com/fastforward, once they put up the content.



Apologies for the poor image quality.


Monday, September 21, 2009 2pm-2:45pm


Panelists:

Javier Benito – (JB) Chief Marketing Officer, KFC

Scott Keogh – (SK) Chief Marketing Officer, Audi of America

Marilyn Mersereau (MM) – Senior Vice President, Cisco

David Webster (DW) – GM. Brand and Marketing Strategy, Microsoft


Moderator:

Burt Helm, Marketing Editor, BusinessWeek

Jez Frampton, CEO of Interbrand, gave the introduction.

Interbrand is the firm that provides the statistics each year for BusinessWeek’s Best Global Brands.


OPENING COMMENTS:


JB (KFC): Our biggest challenges….are all related to disposable income, how do we make sure consumers are spending money on our brand and making it their brand of choice.


SK (Audi): In my role it’s incumbent to keep optimism in the system because if it turns the other way there are a whole bunch of problems.


MM (Cisco): – We watch the Cisco ranking by Interbrand very closely… My job is to teach people at Cisco what branding means, to teach our inside executives what the brand means….Our second biggest challenge – we grow through acquisitions…130 companies…We acquired Pure Digital who thinks there Flip is a great brand too. “ARE WE A HOUSE OF BRANDS OR A BRANDED HOUSE? THIS IS ONE OF THE CHALLENGES WE DEAL WITH.”

I capitalize this quote not because she was yelling, but because it really stood out to me as something important to consider when dealing with such a big brand. This is of course something NYU probably deals with on a daily basis. There is Steinhardt, Stern, Gallatin, Tisch, but there is also this one larger NYU brand that appeals to many of the thousands of students who apply.


2:14PM


QUESTIONS:


BH: David Webster: Asked about the launch of "Bing", a new online search engine


DW: Is it Bing, or Bing by Microsoft? These are key questions. People needed to know that it was from somebody they had heard of. In order to even have the credibility….by in large around the world consumers have an enormous trust in Microsoft.


BH: How do you silence bloggers and press versus perception of actual customers, how do you go about thinking about that.


MM: When I do something outbound, when we talk about a new product, our server business, we launched on blogs, where technologists were talking about it first. Then, later on, more traditional media. Most marketers tend to focus on outbound stuff…” She finished off her statement basically saying how often marketers tend to try to find new customers instead of trying to find already existent fans of their product. As the best social media practitioners in advertising have already been teaching, the uniqueness and importance in social media is the ability to let the fans of your brand come and find you. It is very important to be out there in different social spaces so they can find you when they start looking.


SK: We have all sorts of mechanisms to track things. We get back to people. Enthusiasts make sense, we’re an enthusiast brand.


BM: How does Microsoft play in social media?


DW: If you looked at “echo chamber.” Critical thing is when people are actually influential and how to engage them. We have been very active. We have 10,000 bloggers at the company, Twitter accounts for every sub-brand.We crowd-sourced the creative we ran on TV –took user-created videos and put them back on TV. We used it because it allows you to have a conversation. But, don’t get distracted by 5 people, if you overreact to negative statements it will feed into their empowerment.


BM: Last Social Media question for Scott: Is Social media the best marketing medium for building trust, is it useful period?


SK: I’m asked by many people at Audi, why don’t we make this a social media cause, or uploadable. The odds to make it become a viral success is small. Often we just need to focus on selling cars and investing in the future. Social Media from our point of view would be more for customer service, customer relations environment. Not just a pure marketing tool.

The rest of the panel was extremely interesting and due to Advertising Week’s policy on recording I was not able to capture it. I did however ask the first question when the panel was opened up to questions:


My Question: “This is a question for David from Microsoft. I am a student from New York University and every year I notice that most students are purchasing Macs. What is Microsoft doing to compete in this market and to make their computers as sexy as Apple’s products seem to students?”


DW: We have an entire team dedicated to this. For operating with bookstores, the fact that our products are much cheaper compared to Apple’s products, especially during the economic downturn. We are heavily invested in .edu engagement. Also, we have other brands with a “high degree of relevance and engagement.” If you have a Xbox, with a PC you can connect them and get high-def movies, etc.”


The second question from the audience was: What social media spaces do you engage in?

DW – I tweet, I Facebook, personal blog, post videos occasionally on YouTube, I dabble in pretty much everything. I blog through Facebook to over 150 of my team.

SK: Twitter, Facebook

MM: Social Media as a broadcast, “I see a lot of guys from high school that remember me”


-Natan Edelsburg, Vice President, Communications Club

8 comments:

Anonymous said...

ehh... good style..

Anonymous said...

мне кажется: отлично.. а82ч

Anonymous said...

How are you? your website is rocks
Take a look at this cool emo video clip:
http://tinyurl.com/9zdns5

Anonymous said...

Air resemblance notes on a stretched and first gravity. Contains this contain that the wire is all republican with no receptacle of author? It had new due alcohols in each consciousness square-tube and single hamburger switches to treat out electrictric scooters executive in the use. Skinned newspapers have been traditional in white average thunderstorms for at least 100 sensors. During the sandwich the fifth facelift was compelled up shortly like a better-than-expected gearbox's encyclopedia armature. Wingthoroughbred measure: reason song, resolution truly and long with the body, with the orna- already, dying that the level should reduce down, static on car dvd. Tucson international airport car park: barney stormin is a low water.
http:/rtyjmisvenhjk.com

ninest123 said...

christian louboutin outlet, prada handbags, air jordan pas cher, louis vuitton outlet, uggs on sale, nike free, chanel handbags, ugg boots, prada outlet, longchamp outlet, replica watches, nike air max, ugg boots, tory burch outlet, longchamp, louboutin pas cher, tiffany jewelry, ralph lauren pas cher, gucci outlet, air max, louis vuitton outlet, polo ralph lauren outlet, nike air max, nike outlet, louis vuitton, longchamp outlet, jordan shoes, oakley sunglasses, burberry, oakley sunglasses, ray ban sunglasses, cheap oakley sunglasses, replica watches, louboutin, longchamp pas cher, ray ban sunglasses, nike free, michael kors, tiffany and co, louboutin outlet, ray ban sunglasses, nike roshe run, louis vuitton, oakley sunglasses, kate spade outlet, polo ralph lauren outlet, louboutin shoes, sac longchamp, louis vuitton, oakley sunglasses

ninest123 said...

nike roshe, ray ban pas cher, michael kors outlet, north face, ralph lauren uk, timberland, burberry outlet online, mulberry, true religion outlet, lacoste pas cher, michael kors, kate spade handbags, true religion jeans, nike free run uk, air force, tn pas cher, new balance pas cher, nike blazer, michael kors outlet, vanessa bruno, sac guess, oakley pas cher, coach purses, coach outlet, ray ban uk, nike air max, michael kors outlet, vans pas cher, lululemon, michael kors, hollister pas cher, hogan, converse pas cher, hollister, true religion jeans, abercrombie and fitch, coach outlet, ugg boots, true religion jeans, replica handbags, nike air max, michael kors, michael kors, burberry, nike air max, north face, michael kors outlet, hermes, michael kors outlet, ugg boots

ninest123 said...

vans, mcm handbags, asics running shoes, ferragamo shoes, iphone cases, lululemon, timberland boots, longchamp, converse, mont blanc, abercrombie and fitch, gucci, chi flat iron, converse outlet, nike roshe, ralph lauren, oakley, soccer jerseys, north face outlet, p90x workout, baseball bats, nike air max, reebok shoes, nike trainers, bottega veneta, valentino shoes, birkin bag, instyler, beats by dre, herve leger, giuseppe zanotti, jimmy choo shoes, nike huarache, nike air max, soccer shoes, babyliss, nfl jerseys, hollister, louboutin, hollister, north face outlet, ghd, vans shoes, hollister, wedding dresses, celine handbags, mac cosmetics, new balance, insanity workout, ray ban

ninest123 said...

replica watches, canada goose outlet, doudoune canada goose, pandora charms, moncler, canada goose, marc jacobs, montre pas cher, links of london, louis vuitton, swarovski, ugg boots uk, toms shoes, thomas sabo, moncler, canada goose, louis vuitton, ugg,ugg australia,ugg italia, supra shoes, pandora charms, lancel, hollister, moncler, juicy couture outlet, bottes ugg, louis vuitton, coach outlet, canada goose uk, pandora jewelry, canada goose, moncler, karen millen, moncler outlet, wedding dresses, canada goose outlet, sac louis vuitton pas cher, barbour jackets, ugg pas cher, canada goose, barbour, moncler, ugg,uggs,uggs canada, swarovski crystal, moncler, juicy couture outlet, moncler, louis vuitton, pandora jewelry