If you’ve been following our blog, you know that I recently traveled down to southern California for the FORTUNE Most Powerful Women Summit, where I was honored as one of this year’s top woman entrepreneurs.
It was unbelievably energizing and touching to meet some of the most remarkable and talented people in the world, from Goldman Sachs CEO Lloyd Blankfein and Campbell Soup Company CEO Denise Morrison to Glenn Close, Christy Turlington, and the incredible Somaly Mam, who has devoted her life to fighting human trafficking. Success stories, lessons learned, and words of wisdom shared at the event gave me tremendous optimism about where the world is headed.
Three days long, the Summit was not just about recognizing the impressive work being done by female leaders around the world, but also served as a forum for advancing the conversation on the important issues of our day, from globalization to social media.
I had the fortune (no pun intended) of being invited to speak on the social media panel, entitled “Seeking Authenticity: Marketing and Social Media,” alongside Karen Quintos (CMO of Dell) and Annie Young-Scrivner (CMO of Starbucks).
Our lively discussion was moderated by the very impressive Sue Callaway, Contributing Editor at Fortune, and focused on these key areas:
- The convergence of offline/online
- Measuring social media ROI but associating online engagement (e.g., likes, posts, and tweets) with actual store traffic and sales data (frequency of visits, average purchase amount per visit)
- Differences between B2C and B2B on social media
- Opportunity to humanize a brand by creating executive or employee personas
- The importance of authenticity and unique brand voice
I feel incredible lucky to have been part of this group. I even got to chat with Warren Buffett about the global economic crisis. His advice to me? To stay focused on making our customers happy, and that it was entrepreneurs like us who would ultimately lift this country out of recession. Wow!