Time to Change – Culture and Brand Disruption Leading to Innovation


Date Thursday January 16th 2014
Time 5:00-6:30pm (5:00-6:00 presentation and Q&A, followed by networking until 6:30)
Venue George E. Pake Auditorium, PARC

PARC Forum

Time to Change – Culture and Brand Disruption Leading to Innovation
Most of the time we focus on disruptive innovation with a close eye on delivery of a potential disruption in the marketplace.  But for many companies to truly succeed in tapping into disruptive innovation, the disruption actually needs to start at home first. This panel of social, innovation, and brand experts will explore how to shift internal culture into a competitive advantage. If a company is more than 5 years old, it’s time to start internally disrupting – and this doesn’t mean just a reorg or disrupting for disrupting’s sake. We will delve deeply into looking for the signals of when it’s time to change, explain case examples of tactics, and, above all, share how to add humanizing and impactful communication throughout the process. 

Susan Etlinger is an industry analyst at Altimeter Group, where she works with global companies to develop both social data intelligence strategies that support their business objectives. Susan has a diverse background in marketing and strategic planning within both corporations and agencies. She’s a frequent speaker on social media and analytics and has been extensively quoted in outlets including Fast Company, BBC, New York Times and The Wall Street Journal. Find her on Twitter at @setlinger and at her blog, Thought Experiments, at susanetlinger.com.

Bryan Kramer is President and CEO of PureMatter. He has extensive experience in brand marketing with a focus on integrated communications and strategic business planning. Bryan’s leadership as CEO has helped lead his agency through consistent growth over the last 10 years, earning a spot as one of the fastest growing private companies in Silicon Valley. Bryan is very active as a social media strategist with over 100k combined followers, speaker, and featured blogger. Bryan was recently listed as one of the Global Top 50 Social Media CEO by Huffington Post and Kred.

Michela Stribling is social business program director for IBM. She has driven social media strategy for a division of IBM (leading the charge to break a Guinness World Record in the process). She served as senior director of corporate marketing for Coremetrics (acquired by IBM), where she dreamt up go-big-or-go-home PR strategies and was rewarded for having fun. Michela was the founding member of Google’s internal communications team, devising the strategy for keeping employees in the loop during a period of tremendous growth, which included the company’s IPO. She graduated with highest honors with a B.A. in English from the University of California, Berkeley and earned her master’s in communications management from the Annenberg School of the University of Southern California.

Todd Wilms is the Head of Social Business Strategy at SAP, helping the brand reach billions of audience members around the globe through their digital properties. A 20 year marketing executive, he previously held leadership roles at some of the world’s best known brands like eBay/PayPal, PeopleSoft, and agency GPJ. He is a frequent speaker and contributor to Forbes and other media channels, as well as being widely quoted in business journals, books and college textbooks (infecting the minds of America’s youth, or something like that).  He currently lives in the Bay Area with his beautiful wife and two young sons, and is seriously thinking about getting a dog.

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