Today's customer is a hard one to pin down: always on the go, changing platforms, and expecting different modes of engagement. Customers are also more aware than ever of brands attempting to sell to them on all of their platforms, and are wary of social selling that feels canned or inauthentic. Brands are now expected to be human and approachable, and making sure your organization is keeping up is a job on its own. How does your organization encourage the kind of nimble thinking required to match social customer engagement needs? What kinds of creative thinking go on behind the scenes that spur new ways to position your brand for optimal engagement? In this slide deck, learn tips from our panel of experts on: -How to integrate creative thinking at an organizational level to avoid getting stuck in a sales rut. -How to make sure your brand stays nimble and agile enough to approach the customer from several angles -New ways and best practices for interacting with customers in a way that feels authentic and also produces results.

1. Cultivating Creative Thinking
for Customer Engagement
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4. Our Speakers
Elisa Camahort Page co-founded BlogHer, Inc., in 2005 with Jory Des Jardins and Lisa Stone. The company was
acquired this past Fall by SheKnows Media creating the leading women's lifestyle media company online. She now
serves as the Sr. VP of Community Content & Events for SheKnows.. Elisa is a founding Fellow of the Society for New
Communications Research and serves on the Board of Directors of the 42nd Street Moon Theatre in San Francisco,
the programming advisory committee for SXSW Interactive and SXSW V2V, and the Board of Advisors for the Our Hen
House animal rights non-profit and Hack the Hood. @ElisaC
In 2007, 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. As traditional media went digital, and
the internet went social, Robin was one of the first to realize that the emerging social media platforms offered huge
promise to corporations seeking to interact directly with, and learn from, their customers, their employees, and
experts from the Ivy Towers, the Street and the Hill. @robincarey
#SMTLive
Michael Brenner is the Head of Strategy for NewsCred and former VP of Global Content
Marketing Strategy from SAP. Recognized as a Top Business Marketer, Top Content Marketing
Influencer, Top Marketing Speaker, and Top Social Media Marketer, Michael is an accomplished
marketing speaker, author of the B2B Marketing Insider blog, and a frequent contributor on
leading publications like Forbes, The Economist, The Guardian and Entrepreneur.
@BrennerMichael
Brent Leary is Co-founder and Partner of CRM Essentials LLC, a CRM consulting/advisory firm focused on small and
mid-size enterprises. He has over 15 years of IT and management consulting experience working on projects for
Microsoft, Research In Motion, BellSouth, Compaq and the state of Georgia’s Department of Economic
Development. Leary received CRM Magazine’s 2004 Most Influential Leader Award along with his business partner
Michael Thomas. He serves on the national board of the Customer Relationship Management Association as Vice
President of Technology, and as CRM subject matter expert for the Small Business Technology Task Force.
@BrentLeary

5. ‘CX’ Needs One Agenda

6. Branding Hopes For One Agenda

7. Digital Assumes One Agenda

8. Stress Point - social
Source:RichardHughes,ProductStrategyDirectorofBroadvision

9. Lack Of Trust

10. Join the Conversation…
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13. Content today must
compete with pictures of babies and
kittens.

14. WHY YOUR CONTENT MARKETING IS NOT WORKING
Your demographics are too broad
You aren’t being useful or helpful
Your content is boring and stupid
You haven’t changed your delivery methods
Your content doesn’t evoke emotion

15. 0%
10%
20%
30%
40%
50%
60%
Social media Company
website
Email
newsletter
Articles
about the
brand
Through
their app
Text
message
None of the
above
When asked where millennials engage with brands:
NewsCred Millennial Survey 2014

16. • Men's Wearhouse
https://www.custedge.com/matt-stringer-of-mens-wearhouse-discusses-
the-mobile-wallet-an-emerging-channel-for-customer-engagement/
https://www.custedge.com/cmo-interviews-qa-with-matt-stringer-evp-of-
marketing-mens-wearhouse/
• Golden State Warriors
https://www.custedge.com/cmo-interviews-qa-with-kenny-lauer-vice-
president-of-digital-and-marketing-golden-state-warriors/
Case Studies

17. Our Speakers
Elisa Camahort Page co-founded BlogHer, Inc., in 2005 with Jory Des Jardins and Lisa Stone. The company was
acquired this past Fall by SheKnows Media creating the leading women's lifestyle media company online. She now
serves as the Sr. VP of Community Content & Events for SheKnows.. Elisa is a founding Fellow of the Society for New
Communications Research and serves on the Board of Directors of the 42nd Street Moon Theatre in San Francisco,
the programming advisory committee for SXSW Interactive and SXSW V2V, and the Board of Advisors for the Our Hen
House animal rights non-profit and Hack the Hood. @ElisaC
In 2007, 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. As traditional media went digital, and
the internet went social, Robin was one of the first to realize that the emerging social media platforms offered huge
promise to corporations seeking to interact directly with, and learn from, their customers, their employees, and
experts from the Ivy Towers, the Street and the Hill. @robincarey
#SMTLive
Michael Brenner is the Head of Strategy for NewsCred and former VP of Global Content
Marketing Strategy from SAP. Recognized as a Top Business Marketer, Top Content Marketing
Influencer, Top Marketing Speaker, and Top Social Media Marketer, Michael is an accomplished
marketing speaker, author of the B2B Marketing Insider blog, and a frequent contributor on
leading publications like Forbes, The Economist, The Guardian and Entrepreneur.
@BrennerMichael
Brent Leary is Co-founder and Partner of CRM Essentials LLC, a CRM consulting/advisory firm focused on small and
mid-size enterprises. He has over 15 years of IT and management consulting experience working on projects for
Microsoft, Research In Motion, BellSouth, Compaq and the state of Georgia’s Department of Economic
Development. Leary received CRM Magazine’s 2004 Most Influential Leader Award along with his business partner
Michael Thomas. He serves on the national board of the Customer Relationship Management Association as Vice
President of Technology, and as CRM subject matter expert for the Small Business Technology Task Force.
@BrentLeary

18. Join the Conversation…
Follow along and share
your thoughts on
Twitter at #SMTLive
Submit your
questions in the
GoToWebinar
control panel
#SMTLive

19. Featured Webinar
August 19th
Dispatches from the Social Data Revolution:
The Most Up-To-Date Research is Here