Marketing SIG: Forecast 2012: The Challenges & Opportunities with Social Business - A Panel



  • As business moves beyond social media to social interaction, many still struggle to understand where social fits in the workplace. As social spreads from technical enthusiasts through marketing, sales, customer support, and product/service development, how can business use social to collaborate with customers? To support, engage, and delight them? How do “become more social” without adding unwanted risk to the business? Or to address a crisis should one arise? And, maybe more importantly, what are implications of social on work productivity, culture and norms? Will the personal brand trump the corporate one? Or will social media fatigue simply overwhelm us all?

    The Silicon Valley Enterprise Social Media Council (SVESMC) is an informal community of social practitioners who are at the forefront of influencing strategy or leading programs at predominant valley companies like Adobe, CA, Cisco, eBay/PayPal, Symantec, and Xerox. SVESMC members will share perspectives “from the trenches” about the emerging opportunities, and continuing challenges, for social in 2012 and beyond. Join us to hear first-hand about how social continues to shape corporate culture, customer interactions, and innovation in the fast pace of the valley.

    N.B.. Since guests need an escort to room, please be patience if you arrive after the meeting begins. Thank you.

    Laura RamosPanel Moderator:
    Laura Ramos
    Vice President, Industry Marketing Service NA, Xerox Corporation 
    In her current role as VP Industry Marketing Service NA, Laura Ramos is responsible for communicating Xerox’s unique industry position and customer success in the managed print services market in the US.

    Prior to Xerox, Laura led B2B marketing research at Forrester Research as where she advised Fortune 500 and high-technology enterprises on integrated B2B marketing, demand generation, lead management automation, sales and marketing integration, social media best practices, setting Web 2.0 marketing strategy, and developing customer engagement.

    Laura has keynoted for the Business Marketing Association, Customer Engagement Forum, Forrester’s Marketing and IT Forums, Corporate Financial Group, and MarketingProfs virtual and physical forums, among numerous other events. She was named to BtoB magazine's "Who's Who" list for four years, most recently in 2010. In 2011, BtoB named her to their list of “Top 25 Digital Marketers.”

    Laura holds an M.B.A. from the Leavey School of Business at Santa Clara University, where she graduated Beta Gamma Sigma, and a B.S. in mechanical engineering from Stanford University.

    About Our Panel:

    Perrine Crampton, Social Ecosystem Manager, PayPal 
    Perrine Crampton is currently Social Ecosystem Manager at PayPal. She's a Social Media Evangelist passionate about helping corporate organizations connect with customers and partners in new ways and to achieve greater customer and partner engagement and satisfaction. Prior to PayPal Perrine was Social Media Manager at The Parnassus Group involved with 140:The Twitter Conference and Blog TalkRadio using her Project Management experience to create monitoring listening posts to create customer engagement.

    She is skilled at facilitating effective communication between technical and non-technical groups, identifying risks and implementing contingency plans; and managing global cross-functional teams.

    Petra Neiger Petra NeigerSenior Staff , Global Social Media, Cisco Systems
    Petra manages the consulting and enablement arm of the Global Social Media organization, which provides strategic and tactical guidance on social media marketing to various teams within the company. She was responsible for the award-winning marketing strategy for Cisco myPlanNet, a simulation “edugame”, was the social media co-lead on the award winning customer event, Doobie Brothers concert, and was a key contributor to several other high-profile virtual launches and programs, such as the Cisco ASR 1000 and 9000 series router and CRS-3 campaigns. Her experience in innovative marketing ranges from advergames and web 2.0 applications to online contests.
    Dan Ziman

    Dan ZimanVice President, Corporate Marketing, Lithium Technologies
    Dan is the Vice President of Corporate Marketing for Lithium Technologies, the leading provider of Social Customer solutions. Dan works with large and medium-range enterprises to help them identify social marketing strategies that will assist companies with increasing customer satisfaction and brand loyalty. His responsibilities include global demand generation, social marketing, analyst relations, and PR.

    Natascha Thomson Natascha ThomsonSr. Director, Social Media Audience Marketing, SAP
    Natascha Thomson is a marketing executive with 15+ years experience in the enterprise software market and holds two master’s degrees. In her current position as Sr. Director, Social Media Audience Marketing at SAP, Natascha develops social media marketing best practices by running social media pilot programs and providing SAP internal consulting services.

    Previously, Natascha was responsible for marketing SAP Community Network, designing programs to increase community awareness, member engagement and demand for SAP solutions. During her career, she has held positions in competitive intelligence, partner marketing, product marketing and product management at start ups and large corporations, including HP, Bay Networks, and Documentum/EMC.   In her free time, Natascha teaches yoga, volunteers, networks, and reads the NYT.

    Maria Poveromo Maria Poveromo, Director Social Media, Adobe Systems, Inc.
    As Director Social Media for Adobe Systems, Maria Poveromo is responsible for driving social media strategy at Adobe.  Her team established the organizational framework and strategic direction for social media activities across the company.  Maria’s main areas of focus include corporate strategy, governance, measurement, customer engagement and the development of best social media practices company-wide.  Her team directs a cross-functional social media council to foster knowledge sharing across groups and manages Adobe’s customer facing corporate properties, including the Adobe blog, Adobe Twitter account and Adobe Facebook page.  Prior to this role, Maria led the Global Public Relations team at Adobe for nine years.  Before joining Adobe, Maria held numerous marketing and communications positions at high technology companies located in Silicon Valley and in Europe.

    Location: EMC in Santa Clara

    Security now requires all to pre-register. Please do it here. Thanks.


    6:30 - 7:00 p.m. Registration / Networking / Refreshments

    7:00 - 7:15 p.m. Announcements and Introductions

    7:15 - 8:30 p.m. Presentation and Discussion

    8:30 - 8:45 p.m. Wrap-up / Networking