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NETBASE WORLD TOUR
Connect with your peers and learn from industry thought leaders how next generation artificial intelligence is enabling brands, agencies and business services to easily discover insights and monitor trends in real-time to drive business impact. Join us for a morning of strategy and best practices over coffee and refreshments.
Director, Social Media & Community Engagement
How Chili’s Serves Up Unique Social Media Content by Audience and Channel
Abstract: In this lively presentation, hear from Chili’s Director of Social Media & Community Engagement, Chris Ebbeler, how Chili’s delivers their unique brand value proposition effectively through social media. You’ll learn how Chili’s developed a new multi-year strategy to understand and address audiences with the right content through the right channels. See examples of how they use social analytics to identify audiences, create informed content and creative assets, and execute on their long-term social media strategy. You will hear:
- Why and how Chili’s developed a new long-term social media strategy
- Chili’s strategic emphasis on deep understanding of their audiences
- How Chili’s creates customized content for differing channels and fan bases
- The role of social listening to audience analysis and campaign strategy
About: For the past three years, Chris has lead a reinvention of social media for the Chili’s Grill & Bar brand, infusing a long lost sense of humor, authenticity, and brand voice into their national platform, and spearheading a strategy to foster brand love through engagement and community. During his twelve year tenure, Chris has been the guiding force behind the design and development of experiences that connect ChiliHeads to the deeper meaning behind why we work. He leads a passionate team of believers who craft ways to emotionally connect with Guests and Team Members in the digital landscape. A storyteller at heart, Chris is a student of culture and is uniquely plugged into the reality that consumers and teams are expecting more from companies—more appreciation, more values, more meaning, and more purpose. With the support of PeopleWorks leadership at Chili’s, he has influenced the adoption of new and innovative ways to tell the brand story and found his purpose along the way. From social media to employment marketing to internal communication vehicles and the Chili’s and ChilisJobs social media platforms; Chris is an advocate for the importance that tone of voice, design, and experience plays in the engagement of Guests, Team Members, leadership and stakeholders with a unique brand story. A student of Gallup and a certified Strengths coach, his love for all things engagement brought him full circle to Gallup research and the link between great leaders and wellbeing. He encouraged Chili’s to bring “The 5 Essential Elements of Wellbeing” forward as a platform to ignite a movement.
Enter the New Era of Next Generation Artificial Intelligence
Abstract: Highlighting best practices, the power of real time insights into all your customer conversations, all powered by next generation artificial intelligence.
About: Paige joins NetBase with 20 years’ experience in technology and marketing, working to sell enterprise application solutions and manage trusted customer relationships. Prior to his current role, Leidig was CMO for CipherCloud where he was responsible for all aspects of marketing and helped lead the company from the early stage to a leader in the cloud security market. Leidig has also worked in senior management positions at SAP, Ariba, Elance, and E*Trade.
Abandoning Vanity Metrics for Social Media Measurements with Real Business Value
Abstract: Campaign performance doesn’t always have to be about showcasing the largest numbers. In this session, Brian Mossop, Senior Vice President and Insights & Analytics Lead at FleishmanHillard, will show you four concrete ways to ditch vanity metric in favor of more reliable, informative, and impactful measurements that will help drive strategic value to your organization.
About: Mike has 15+ years’ experience developing marketing strategies, campaigns and content for addressing the needs of targeted audiences. His experience spans from product management and product marketing to demand generation and social media. He excels at distilling complex technical concepts into understandable, relatable materials and discourse, fueling conversation and motivating buyers.