#W2OSummit: Consumer Panel

Posted by: in Social Media Insights & Trends on March 8, 2014

If you left Wednesday’s session with a digital ice cream headache, join the club…

W2O Summit

As a former CPG marketer, I couldn’t have been more proud to discover that the future of progressive digital marketing is brewing in established consumer brands. Andrew Bowins – SSVP of Corporate & Digital @ MasterCard, Justin De Graaf – Global Social Analytics @ Coca Cola, and Kelly McGinnis – SVP & CCO @ Levi Strauss delivered a riveting and highly complimentary panel discussion that I’m still digesting. Rather than regurgitate their respective thoughts, I decided to “twitterize” (h/t Aaron Strout) their lessons below.

Andrew Bowins – The Conversation Suite

Contrary to popular belief, MasterCard isn’t a credit card company, they’re a tech firm in the payment space. Andrew and his team are hard at work translating digital and social insights into predictive intelligence through their proprietary Conversation Suite. Consistent with Andrew’s mantra of “2 ears, 1 mouth”, they’re migrating away from a “deli counter” of PR tactics to fully-informed data-based marketing communications. The customer journey is optimized when brand and consumer live together in the moment of an issue, which solves customer service, product, and marketing objectives all in one.

Andrew Bowins - SVP, Corporate & Digital, MasterCard

Andrew Bowins – SVP, Corporate & Digital, MasterCard #w2osummit

Justin De Graaf – Back to Basics

After mastering the art of the basketball pump-fake, Justin has held true to his beliefs that performing basic, fundamental tasks is critical to marketing operations. Globally, Justin and his team are students of 40 conversations per minute touching their brand, which creates a tremendous amount of noise, and sometimes organizational tension. But if we all take a page out of Justin’s book and just #CTFD, we may reach a new level of simple clarity. Justin’s social and digital marketing structure is highly distributed, much like Whole Foods, yet this local autonomy allows for agility and intimate engagement.

Justin De Graaf - Coca-Cola Co.

Justin De Graaf – Global Social Analytics Lead. Coca-Cola Co. #w2osummit

Kelly McGinnis – Step Up or Step AsideStaying true to her brand, Kelly delivered an academic lesson in transformation leadership in the form of a denim “care tag”. The tenets are simple but often overlooked due to organizational inertia and competing priorities. As she noted, survivors of change aren’t often risk takers, which makes change and disruption a steeper learning curve. But being the consumer champion, she has discovered that insights and voice-of-customer are the golden ticket to a seat at the executive table. Kelly’s keys to navigating transformation:

  • The Right Team
  • Message Matters
  • Be Agile
  • Bring the Outside/In
  • Embrace the New
Kelly McGinnis, SVP and Chief Communication Officer, Levi Strauss & Co.

Kelly McGinnis, SVP and Chief Communication Officer, Levi Strauss & Co.


By: Michael Westgate

Michael is Head of Marketing at W2O Group and supports our clients with digital analytics and participatory marketing strategy.

Find me on: Twitter
Pre-Commerce Check out W2O Group President Bob Pearson's new book, Pre-Commerce, in which he shares ideas for leaders to engage directly with customers to shape their brand and marketplace success. Now available for order on Amazon.com! http://amzn.to/bAmvFN. Join the conversation #precommerce.

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Continuing the Discussion

  1. SXSW 2014 Round-up: Food for Thought | DataSift Blog linked to this post on March 12, 2014

    […] Get Social We partnered with W2O Group for the 5th Annual PreCommerce Summit, a full day of TED-style talks exploring social and beyond. Justin De Graaf, Head of Global Social […]

  2. SXSW 2014: And That’s a Wrap | Big Data Analytics linked to this post on March 23, 2014

    […] Recap of consumer brand talks by SVPs of Communications for Levis and MasterCard, Kelly McKinnis and Andrew Bowins and the Global Head of Analytics at Coke, Justin De Graaf […]

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