There is no longer a one-size-fits-all way to communicate with customers. Traditional marketing is being replaced with a bottom-up model of customer involvement. One that utilizes new social media tools to engage people and build communities. Mike Dover, HBA ’91, MBA ’97, co-author of Wikibrands: Reinventing Your Company in a Customer-Driven Marketplace, and Darren Meister, Ivey Associate Professor of Information Systems, reveal why some of today’s most successful businesses are harnessing technology and using creative ideas to build their brand, reach their target audiences, and engage with customers. And how you can follow their lead to build a brand that lasts.
REGISTRATION CLOSED
Event Details
May 7, 2014, 8:00-9:30 a.m.
7:30 a.m. Breakfast and registration
8-9 a.m. Presentation and interview-format discussion with Mike Dover moderated by Darren Meister
9-9:30 a.m. Q&A
Location - Ivey's Tangerine Leadership Centre (King & York St.), Toronto
Tickets - $40, $35 alumni rate, $30 student rate
*Includes a free copy of Wikibrands: Reinventing Your Company in a Customer-Driven Marketplace
EARLY BIRD SPECIAL! Two tickets for $40 (register by April 18)
About the Event
Companies such as Starbucks, lululemon and Harley-Davidson didn’t just rely on traditional marketing to promote their brands. Instead they harnessed the power of social networks, brand connections and customer participation to build lasting relationships with customers. Whether you are launching a startup, building your own personal brand, or trying to make an established business more relevant, you can benefit from embracing a new paradigm in marketing that’s geared to the digital age. This interactive session will give you the tips and tools to keep your business up to date.
Topics You Will Explore
- Why digital engagement is more than a “play thing” and can increase your marketing performance
- Best practices for creating a digitally-engaged company or personal brand
- How to engage customers through social influence, word-of-mouth, and user-generated content
- Examples of companies that are embracing these practices with success
About the Speaker
Mike Dover, HBA ’91, MBA ’97, is Managing Partner of Socialstruct Advisory Group and author of Wikibrands: Reinventing you Company in a Customer-Driven Marketplace. He is a highly-connected research executive with more than a decade’s experience leading New Paradigm, a world-class think tank. He was responsible for operations, content quality, and client management for $9 million, multi-year research studies on the intersections among technology, business strategy and society. He led more than 200 professionals over the course of the programs. The research in these programs formed the basis of the bestselling books, Wikinomics: Mass Collaboration Changes Everything and Grown Up Digital: How the Net Generation is Changing Your World.
About the Moderator
Darren Meister is an Associate Professor of Information Systems at Ivey and the former Faculty Director of the HBA and MSc Programs. His research focuses on the role of technology in enhancing organizational effectiveness, specifically as it concerns innovation processes. Before joining Ivey, Meister taught at Queen's University and Carleton University, where he was one of the architects of an Information Systems concentration in the Bachelor of Commerce program.