Harnessing the Power of Social Media to Build TrustApr 11, 2013 Liz Brown Bullock, Director, Social Media and Community (SMaC), Dell, Inc.
Liz Brown Bullock will discuss how social media is more than a tool at Dell: it is a fully integrated part of brand strategy. Though listening and engaging in conversations, the Social Media Listening Command Center provides the foundation for all of Dell’s social activities, and its Social Outreach Services group has transformed online ranters into ravers. SMaC University has trained more than 7,500 employees to be brand advocates online, and at Dell’s in-person Social Think Tanks, customers and employees exchange insights that help shape the business.
Developing and Maintaining Inter-Organizational Trust: A Case Study from the Pharmaceutical IndustryApr 11, 2013 Andrew Eibling, Covance, Inc. and Adrienne Takacs, Eli Lilly and Company
The transformation of the pharmaceutical industry over the past 15 years has included the proliferation of creative strategic alliances. The alliance between Eli Lilly and Company and Covance, formed in 2008, was viewed as groundbreaking in its design and magnitude. Establishing and maintaining trust across the variety of stakeholders and team members was, and continues to be, critical. The presenters will share examples and methods utilized to build trust, to ensure the full value contemplated by the alliance is attained.
Does Customer-centric Realignment Pay off?Apr 01, 2013
When firms should—and shouldn’t—invest in costly restructuring efforts.
Profit by DesignFeb 19, 2013 Jeff Hartley, General Motors Corporation
The boundary between the product and a customer’s experience with the product is ill-defined. Products evoke imagination about the experience, and good products evoke positive imagined (and real) experiences. A product’s visual appeal is affected by these imagined experiences, along with other predictable factors. Perhaps not surprisingly, a product’s visual appeal, even for a very functional object, predicts its success in the marketplace. Yet visual appeal is often treated as something beyond scientific rigor—more akin to art and left to hunches of the artistically gifted. Jeff Hartley will present a more rigorous approach to ensuring that a product has high visual appeal and therefore high profit potential, since oftentimes the cost of making a beautiful product is vastly outweighed by what people will pay for a more appealing product. The value of “good design” can be quantified, and General Motors’ approach can systematically increase this value, ensuring product designs that are successful in the market, generating high sales and profits.
Principles of Credible CommunicationFeb 12, 2013
Why does so much good research get underutilized, misinterpreted, or simply ignored? At MSI’s November 2012 Trustees Meeting, Michael Maslansky, CEO, maslansky + partners, offered a new set of “4Ps” for marketers.
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