As Social Media has grown, so has the complexity of figuring out which solutions and which service providers are right for your business. There are literally hundreds of white label social networks, dozens of conversation monitoring solutions and an endless procession of consultants claiming to be social media experts. As with all emerging industries, the number of people selling innovative new solutions with no track record is nearing its peak.
So how do you make the right decisions? What are the questions that need to be asked? What are the services you should avoid and the ones you should embrace? How much should it cost? How do you avoid the biggest mistakes? What ROI can be expected (brand, awareness, increase positive WOM, decrease negative WOM)? How can agencies/consultants help you sell social media internally? What authoritative resources are at your disposal to learn more about Social Media?
In the spirit of Web 2.0, the Social Media Buyer’s Guide is a research project from Social Media Club that is in development now. We are sourcing information from actual buyers, industry leaders, agencies, independents, vendors. You can join in the discussion today at socialmediabuyersguide.com and perhaps even join them on stage for this session.
William Gaultier is a Marketing professional with 19 years of corporate & consulting experience. As CEO of e-Storm International, he is helping organizations with corporate positioning, marketing planning, and implementations services in SEO, PPC, Social Media, Online Advertising & Multi-channel analytics in the US, Europe and Asia. Since 1998, he has helped more than 100 organizations such as Shogakukan, Muvee, Bank of America, Behr, Hewlett-Packard, Wells Fargo Bank, Fair Isaac, National University, Vayama, Leading Hotels of the World, Verizon, and Hanley Wood.
Prior to starting e-Storm, Gaultier created The Hoffman Agency’s interactive marketing practice, servicing existing clients in their Internet marketing and public relations needs. Prior to The Hoffman Agency, Gaultier worked at White+Company, a division of BBDO, where he advised clients at Victoria’s Secret, IKON Office Solutions, Access Health, Aurigin, and The Limited in online marketing. Before White+Company, Gaultier co-led the regional PR, marketing and internal communication for Thomson Multimedia (RCA/GE Consumer Electronics’ parent company) in Thailand, Singapore, Malaysia, Japan, Hong Kong, Indonesia, Korea, and Vietnam.
Gaultier started his career in 1990 at Northern Trust Corporation leading marketing activities for the company. Gaultier graduated from the University of Illinois with a BS in marketing. He is fluent in a number of languages and has knowledge of Mandarin Chinese.
Chris Heuer has been engaged in interactive communications since 1993, and launched his first agency, Guru Communications, out of South Beach, Florida in 1994. Over the years he has helped numerous startups with go-to market strategies, product design, web site development, online marketing campaigns, ecommerce and what is now widely referred to as Social Media.
Seeing similarities between the rise of the Web as a vital communications technology and the current rise of Social Media, Chris formed Social Media Club in March, 2006 to help more people understand the greater significance of what it means to be social and how media production/consumption has changed. To this end, Social Media Club is promoting media literacy, encouraging the sharing of lessons learned, promoting industry standards such as Creative Commons and discussing questions of ethics.
More recently, Chris organized AdHocnium, a team of “Creative Catalysts” from around the world who educate agencies and their clients and partner to develop social engagement strategies that deliver creative impact, brand preference AND measurable ROI.
In addition to his direct endeavors, he serves as an advisory board member for Buzzlogic, You2Gov and SMtv. He is a frequent speaker, workshop leader and a trained facilitator and has organized numerous unconferences for the community and private organizations of all sizes.
Chris graduated from American University in 1991 with an interdisciplinary degree in Communications, Legal Institutions, Economics and Government.
Michael Walsh is a member of the Social Media Club of Seattle. The organization enables members to share best practices, establish ethics and standards, and promote media literacy around the emerging area of Social Media.
Professionally, Michael is the Senior Communications Manager for Environmental Sustainability at a Fortune 50 company. Prior to this role, he worked as both a digital marketing manager and a strategic management consultant in the public sector.
Michael serves as a commentator on a number of topics, including marketing, Green IT, digital healthcare, and social media. He is a regular contributor to TechNet Magazine and maintains a personal Twitter microblog on sustainable technology (walshtechnet).
Michael graduated with his BA in International Studies from Johns Hopkins University and MA in International Relations from the School of Advanced International Studies (SAIS). Following his MA, he completed executive education at Harvard, Wharton, Columbia, and the University of Chicago.
Isabelle Christensen has been active in the US Solar industry since 2006. She has in-depth knowledge in the downstream as well as upstream US solar market. She gives lectures in marketing, solar and social entrepreneurships at leading universities such as INSEAD and London School of Economics in Europe and Stanford University and Harvard University in United States. She is also an active volunteer for Doctors without Borders and United Nations’ Climate Group. Her hobbies include hiking, backpacking, reading and travelling.
With 14 years of experience in corporate communications and 9 years of experience at Cisco Systems, Jeanette Gibson leads Cisco’s New Media group. In this role, she is responsible for extending Cisco’s leadership and innovation with new media and overseeing the vision and direction of Cisco’s award winning online newsroom, News@Cisco.
In her role as head of new media strategy, Gibson is responsible for developing and communicating the direction of Cisco’s corporate blogging and podcasting initiatives and driving its web strategy for communications websites, News@Cisco and the Investor Relations and Analyst Relations Websites.
The News@Cisco team is responsible for communicating Cisco’s vision and strategy by leveraging the power of the Internet. Now it its eighth year, News@Cisco’s audience rivals that of mainstream media websites such as Business Week online with monthly visitors averaging 1 million. On a quarterly basis, News@Cisco total traffic surpasses 10 million page views and subscriptions to the site’s 350 RSS feeds are growing 90 percent year-over-year.
Prior to working with the News@Cisco team, Gibson ran the Corporate Technology PR team at Cisco where she was responsible for promoting Cisco’s technology vision and strategy and securing top-tier business press for Cisco and its senior executive team.
Prior to joining Cisco in 1998, Gibson worked for a start-up, PointCast, which pioneered push technology for delivering news broadcasts directly to users’ desktops. Gibson helped launch the company in 1995 and managed its external reputation via media and analyst relations activity. Prior to PointCast, Gibson held various account management positions at leading public relations firms, Miller Communications (now Weber Shandwick) and Copithorne & Bellows (now Porter Novelli).
Gibson holds a B.A. in Communications from the University of California at Santa Barbara.
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