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A communications strategy can set your company apart simply by being new, distinctive, and indicating that you're riding the cutting edge of technology. A few short years ago, that's what motivated many brands to embrace social media - so can social still impart that same distinctiveness? Yes, but only if you use a social strategy's tools, techniques, and emerging best practices in a savvy and committed manner. Novelty alone is not enough - a social strategy has to make a real effort to manage the complicated realm of human relationships.

In a world where a big chunk of the global population is fluent in digital social practice, being cool is understanding how to use social tools reach, engage, and please people to the mutual benefit of your business and its customers. Brand definition in the interactive web is also crucial to maintaining a 'cool' business image. So what exactly does that mean for you and your business?

Join our panel as we delve into key questions defining a cool digital brand:

  • What do we mean by cool, as applied to a consumer or B2B business?
  • Can any business be cool by following best social practices? 
  • What companies exemplify savvy use of social behind their brands?
  • What’s uncool, and how can your business avoid landing there?


About the Panel:


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 Gabby Nelson

Gabby Nelson is the director of internal and external communications for Select Comfort Corporation – the company responsible for creating and bringing the revolutionary Sleep Number brand to consumers through its innovative and individualized line of Sleep Number beds and bedding. Nelson’s primary role is to create communications strategies that positively influence the actions of the company’s key constituents, including shareholders, employees, potential employees, customers and consumers. Specifically, Nelson is responsible for financial communications, corporate social responsibility, crisis and issues management, employee communications, brand and product public relations and social media.
 
Prior to joining Select Comfort, Nelson spent more than five years with Fleishman-Hillard, working her way up to managing supervisor within the Healthcare and Consumer Practice Groups. Nelson specialized in marketing communications, issues and crisis management and national media relations for companies such as UnitedHealthcare, DuPont and General Mills.


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 Erika Napeletano

Erika Napoletano holds no fancy titles and is an expert at nothing except screwing up royally and learning from her mistakes.  As the person behind the RedheadWriting online persona, she’s been hailed by Forbes as a “spinless spin doctor” for her BS-free perspectives on business, marketing, branding, and life in general. She's a twice-published author, including The Power of Unpopular (Wiley 2012), a columnist for Entrepreneur Magazine, and speaks at conferences across the U.S. on the inherent power of truth in business… or as she refers to it, the power of unpopularity. She lives in Boulder, Colorado and is the Head Redhead at RHW Media, a branding consulting firm that helps businesses get UNstuck and over those annoying problems that keep them from being awesome. Learn more about her at www.erikanapoletano.com

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Maggie Fox, Moderator, Social Media Group

Maggie Fox is the founder and CEO of Social Media Group, established in 2006 and one of the world’s most highly respected  independent agencies helping business navigate the socially engaged Web. Pioneers in their field, Social Media Group has developed social media strategies for some of the best-known brands in Europe and North America, including; Ford Motor Company, SAP Global Marketing, Norwegian Cruise Line, 3M and Thomson Reuters. Maggie has been interviewed about social media by The Washington Post, CBC Radio, The Globe and Mail, CBC News, CTV News, AdAge and The Financial Post, among others. She was also named one of the Top 100 Marketers in the 100th anniversary edition of Marketing Magazine and sits on the Board of the Empire Club of Canada.