CommonSense Blog

Aaron Strout Geekfest – Zita Cassizzi, Becky Brown, Pete Blackshaw

By Aaron Strout | Mar 14, 2015

Hard to believe after three full days of events that we could bring more education, networking and fun to our clients, sponsors and friends, but via our newest SXSW event, Geekfest, we once again delivered. This post will focus on the Future of Tech and Marketing portion of the event with speakers Zita Cassizzi of Toms Shoes, Becky Brown of Intel and Pete Blackshaw of Nestle.

Here is a little more background and some key take-aways for each:

Zita Cassizzi is the Chief Digital Officer at TOMS.  She joined TOMS in 2012 and is currently the Global Chief Digital Officer. She is responsible for all things digital including the P&L, social, mobile, customer experience, web development as well as building out the digital international presence. Zita is a dynamic leader with over 20 years of experience in creating and leading global businesses, marketing and global e-commerce. She loves creating global strategies, solving complex business challenges based on data and analytics, and building high-performing teams and businesses as a result. Zita is passionate about women’s issues. During her 16 years at Dell and now at TOMS, she serves as a co-founder of a women’s networking organization.

Zita Cassizzi

Zita opened up by talking about taking technology and leveraging it for the sake of better customer service. And even that starts with some basic grounding tenets:

  • You don’t own your brand.
  • Your customers thoughts and emotions about your brand are more important
  • You must inspire and collaborate with your fans in co-creating brand stories and content with you, making them participants and leading stars
  • You should empower via site, social media to create and foster a sense of community and belonging both online and offline

One of the lenses Tom’s uses for curating their customer experience is via #travelingtoms and #tomsholidaycheer via photos. Online storytelling at its finest.

Another major component of tapping technology to empower the service of their customers is through creating events and moments (experiences) that connect their fans to the brand online and offline. They also leverage diverse online and offline touchpoints (stores, Instagram, installations) and ultimately through technologies like augmented reality.

My favorite point the Zita made is her stressing of the importance of delivering “memorable moments”  thus inspiring and motivating their customers to take action. This should create a dialog in the physical and online world.

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Becky Brown is the vice president in the Global Marketing and Communications organization and director of the Digital Marketing and Media Group at Intel Corporation. She has overall responsibility for Intel’s “connected customer” experience, which encompasses the company’s digital marketing and advertising investments and strategies. Brown leads a global team defining Intel’s roles and investments in a breadth of media, developing relationships across the advertising and digital ecosystem, and building marketing capabilities and solutions to connect the customer journey.

Becky Brown

I love the fact that at an event called “Geekfest” where many of the speakers drilled down on how technology was helping us/changing us, Becky asked us to take a step back and think about the importance of People and Process versus being overly focused on technology and tools.

As part of her thought process, Becky talked about the fact that she turned over 30% of her team last year. Some of the new skill sets she is acquiring include:

  • Expertise vs. generalists
  • Trained vs. acquired
  • Strategic hires (data scientist, customer experience, operations)
  • Comfortable with data and technology
  • New vocabulary
  • Deepen partnership with IT

Becky also noted that she loves hiring Millenials because of their curiosity and the fact that they are really good at asking questions (inquiry mode).

During her talk, one of the visuals she shared really hammered home her message of there being an overabundance of tools (below).

tools

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Pete Blackshaw is the the Vice President of  Digital and Social Media at Nestlé, S.A. Leading global digital strategies for the top FMCG. Pete established the Digital Acceleration Team (DAT) and the Silicon Valley Innovation Outpost (SVIO). DAT is an 8-month digital immersion program for 12 aspiring leaders around the globe, that has now been replicated in 10 markets in Nestlé. SVIO is Nestlé’s connection to the innovation ecosystem in  Silicon Valley, tasked with identifying and leveraging leading digital partners to enhance the health and wellness of consumers. Pete previously served as CMO of  NM Incite, a  Nielsen-McKinsey social media research venture, and earlier, helped Procter & Gamble win Ad Age’s “Interactive Marketer of the Year” distinction. He is the author of  Satisfied Customers Tell Three Friends, Angry Customers Tell 3000 (Doubleday), founder of PlanetFeedback.com, co-founder of  the Word of  Mouth Marketing Association (WOMMA) and former Chairman of  the Board for the National Council of  the Better Business Bureau. He  was awarded the Advertising Research Foundation’s (ARF) “Great Minds” distinction in 2010.

Pete BlackshawPete’s talk focused on his company, Nestle’s Innovation Trifecta which talked about:

  • Digital Acceleration Team’s (DAT) model and programming
  • Silicon Valley Outpost
  • Enterprise social media

Pete’s talk created an interesting juxtaposition to that of Becky’s (a technologist talking about the fact that we need to focus more on people and process versus tools and technology). As the head of digital at one of the largest consumer package good companies in the world, he sounded every bit technologist talking about speed, agility, start-ups and digital acceleration.

Pete did echo his belief in the importance of many of the same values and skill sets that Becky mentioned during his talk with a premium being placed on sharing.  In particularly, he stressed sharing across global markets.

Lastly, Pete made a request from the group asking them for help working with Nestles to bring new, innovative solutions into the enterprise. Sounds like a good bridge to the PreCommerce panel on adopting and scaling innovation, Josh Kampel of Techonomy, led the other day.