Event Details

02 Jun 2011

The Next Step in Social: Beyond Listening & Engagement

Date: June 2, 2011 5:30 - 8:30pm
Location: Adobe - East Tower - Park Room, 345 Park Avenue, San Jose , CA 95110


Join the Silicon Valley AMA, Adobe, Intuit, Altimeter Group and Zuberance on the evening of June 2nd for an interactive panel event discussion on “The Next Step in Social: Beyond Listening & Engagement.” 

With few notable exceptions, like Dell Computer generating millions of sales via Twitter, companies have yet to figure out how to generate leads and sales from social media. Sure you might have a Facebook fan page or a Twitter handle, but has it yielded positive ROI?

In this panel discussion, attendees will learn:

  • How to identify and energize your best customers (AKA your brand’s Advocates)
  • How leading brands are leveraging Word of Mouth and social media to drive leads, increase conversions and sales
  • How to measure social media marketing ROI

Panelists include:

  • Maria Poveromo, Director of Social Media, Adobe Systems
  • Laura Messerschmitt, Senior Marketing Manager, Intuit
  • Susan Etlinger, Consultant, Altimeter Group
  • Rob Fuggetta, Founder & CEO, Zuberance
  • Moderator – Chris Arens, noted influencer, author and marketing/ad agency veteran

Join the discussion on Twitter at #SVAMA

About the Speakers

Maria Poveromo, Director – Social Media, Adobe Systems
As Director, Social Media for Adobe Systems, Inc., Maria leads Adobe’s Global Marketing Social Media program. Her team established the organizational framework and strategic direction for social media activities across Adobe. Her team’s charter includes social media governance, training, measurement guidance, crisis management support and strategic council for groups across the company. She directs a cross-functional social media council to foster knowledge sharing across groups and manage Adobe’s customer facing corporate properties, including the Adobe blog, Adobe Twitter account and Adobe Facebook page. Follow Maria on Twitter at http://twitter.com/mariapoveromo.

Susan Etlinger, Consultant, Altimeter Group
Susan Etlinger is an analyst at Altimeter Group, where she works with Global 2000 clients and growth companies to develop measurable social strategies that support their business objectives. Susan has a diverse background in marketing and strategic planning for both corporations and agencies. She's a frequent speaker on social analytics, as well as social and mobile commerce, and has been quoted in dozens of media outlets including Fast Company, The BBC, The New York Times, The Wall Street Journal and BusinessWeek. Find her on Twitter at @setlinger.

Laura Messerschmitt, Senior Marketing Manager, Intuit
Laura Messerschmitt is a Senior Marketing Manager at Intuit. Her favorite part of the job is visiting small businesses to learn about what’s helping them succeed. Laura has traveled to over 75 countries. She loves spending time with her family, reading, and racing dragon boats. You can read her insights on Intuit’s small business blog here: http://blog.intuit.com/author/lmesserschmitt/

Rob Fuggetta, Founder & CEO, Zuberance
Rob Fuggetta is the driving force behind Zuberance's vision and strategy. After over 20 years in Silicon Valley, Fuggetta founded Zuberance in February 2007 because he saw a major opportunity for companies to harness the power of Word of Mouth and the Social Web to drive sales. You can read his thoughts on Social Media ROI, Word of Mouth Marketing and Brand Advocacy here: http://blog.zuberance.com/author/rob-fuggetta/, or follow Zuberance on Twitter at http://twitter.com/zuberance.

Moderator - Chris Arens, Influencer & Author
Usually, when someone says “that guy wrote the book on advertising,” it’s just flattery. When they say it about Chris, it’s an observation: “Contemporary Advertising,” which Chris co-authors, is one of the leading college-level Advertising texts. It just published its 13th edition. In addition to his theoretical know-how, Chris brings more than 13 years of practical agency and marketing experience to the table. He served as a VP/Digital Strategy at DraftFCB; VP of Integrated Media at Carat; and Media Director at Freestyle Interactive. Clients Motorola, RadioShack, Amazon.com, Electronic Arts, EarthLink, AT&T, Taco Bell, Levi’s, MLB.com, AAA, Microsoft, Avaya, Progressive insurance and more.  He is also been a successful entrepreneur. In 2006, Chris helped start a mobile advertising ad network called Ad Infuse, helping raise close to $20 million. Chris continues to advise digital media start-ups. He is also an active leader in the digital advertising community, and frequently speaks at industry events.  You can follow him on Twitter at http://twitter.com/christianarens.


Chris Arens
Influencer & Author


Chris Arens
Influencer & Author


Susan Etlinger
Altimeter Group

Rob Fuggetta
Founder & CEO

Laura Messerschmitt
Senior Marketing Manager

Maria Poveromo
Senior Manager, Social Media

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02 Jun 2011

Adobe, East Tower, 345 Park Avenue, Park Room (East Tower of Adobe) San Jose , CA 95110 [Google Map]



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