Highlights from the W2O Group’s 2016 PreCommerce Summit

Our PreCommerce Summit started off our events with a bang. Hard to believe, but 2016 marks the 6th annual version of the summit. We built it around a series of 10-minute Ted-style talks, and rounded it out with a few panel discussions and a couple of fireside chats.

These discussions featured insights from executives and leadership from some of our top clients and partners. It’s a view into what’s next, the technology that’s impacting all of us, how its changing business, as well as other aspects of our lives outside of work.

  • Lord Peter Chadlington, Founder of Shandwick and Huntsworth Group; See Lord Chadington’s preview interview here.
    Lord Peter Chadington discussed global communications trends with our own Bob Pearson. In terms of global trends, Peter pointed out that 50% of the world’s population have just started getting access to the Internet.  Lord Chadlington is someone who’s dedicated much of his work to politics and shared his thoughts on the impact that social media is having on politics. According to research they did in the UK, 72% said social media and the Internet made them more involved in politics. They feel empowered. You can watch Bob’s interview with Lord Chadlington at about 33:15 mark in the PreCommerce livestream.

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  • Amy von Walter, EVP Global Communications and Public Relations, Toys ‘R’ Us
    During Aaron’s introduction, he shared the news that Amy is now EVP at Toys ‘R’ Us. Amy gave a powerful talk about first impressions. She’s passionate about encouraging confidence in her employees. It’s an extension of her confidence which comes from her experiences overcoming first impressions.  And she’s an expert there, based on her reality of being from South Korea and raised in Minnesota by her adopted parents. She referenced the work of Dr. Hendrie Weisenger’s about the many ways you can build confidence. You can watch Amy’s session at 58:04 in the PreCommerce livestream.

Amy von Walter - SXSW -SXW2O

  • Manny Kostas, SVP and Global Head of Platforms & Future Technology, HP
    Manny discussed breaking through silos to get into more conversations with customers. He’s a person with unique perspective since he’s been CMO at both Symantec and a division of HP and now he’s responsible for 3,000 engineers working to reinvent HP’s printer business. Manny’s passionate about not imposing our business structure on our customers, which breaks the dialog with our customers. You can watch Manny’s session at about the 1:07 mark in the PreCommerce livestream.

Manny Kostas-SXSW-SXW2O

Before the first panel, my friend and someone I really respect, Robert Scoble joined Aaron on stage to share his recent news that he will be joining UploadVR as their Entrepreneur in Residence. All the best to you in the new gig Robert. Your early work at your Channel 9 days at Microsoft and you (and Shel’s) book Naked Conversations helped me prepare for taking the reins as Dell’s chief blogger back in 2006, Onward and upward, my friend! You can watch Scoble’s news at about the 1:24 mark in the PreCommerce livestream. Thanks to Jeremiah Owyang for the live pic.

Robert Scoble #SXW2O

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  • Susan Glasser, Editor in Chief, Politico and Peter Cherukuri, EVP Audience Solutions & President, Politico
    Susan and Peter discussed the evolution of sponsored content. Interesting perspective from the two of them and how they’ve made a new publishing model work for Politico. To do it, they re-invented what it means to be an online news platform in an era where journalistic speed a given in the space. That meant diving deep into new types of stories and experiences to stay ahead of their competition. You can watch their session at about the 2:16 mark in the PreCommerce livestream.

Susan Glasser-Peter Cherukui-SXSW-SXW2O

 

  • David Kirkpatrick, CEO, Techonomy, author of The Facebook Effect and Graham Weston, Founder/Chairman, Rackspace
    David sat down with Graham to get his take on where the cloud was headed. Before jumping into the conversation, Graham took a minute to thanks Robert Scoble for his 7 years at Rackspace. Rackspace is a $2B company who provides cloud infrastructure and integration services for AWS and Azure clients. His company’s still focused on providing “fanatical” support in the midst of a changing competitive landscape. Lastly, David asked Graham about his considerable community efforts in the city of San Antonio and beyond. You can watch their fireside chat about the 2:47 mark in the PreCommerce livestream.

Graham Weston-David Kirkpatrick-SXSW-SXW2O

  • Jeremiah Owyang, Founder/CEO, Crowd Companies
    My good friend Jeremiah spent a few minutes getting into the future of Crowd business models. He shared examples of how the collaborative economy is already disrupting traditional businesses and also shared his take on how it would evolve moving forward . Key takeaways 1) Common digital technologies empower people to get what they need from each other. 2) The crowd is becoming like a company—bypassing  inefficient corporations. 3) Like the Internet and social, corporations must use the same digital strategies to regain relevancy 4) This requires a business model change: Product>Service>Marketplace>Repeat. You can watch Jeremiah’s session at about the 4:08 mark in the PreCommerce livestream.

Jeremiah Owyang-SXSW-SXW2O

  • Greg McCullough, Senior Director Partnerships, Medtronic and Gail Day, VP, Publisher Harvard Business Review
    Greg and Gail sat down to discuss what’s next in brand/ media partnerships. Gail attributed part of HBR’s success to the organization’s commitment to a goal to rid the world of bad management. That focus also extends to their partnerships. They’re strict about working with their brand, and that’s why they choose to work with limited partners. Medtronic was one of those partners. Their collaboration resulted iYou can watch their session at about the 4:31 mark in the PreCommerce livestream.

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  • Becky Brown, VP Digital Marketing & Media Group, Intel
    Becky spent a few minutes discussing The New Digital. Becky reiterated that marketers are all aware of consumers’ aversion to ads—look no further than ad blockers and the fact that they are willing to pay a premium for services without ads. Intel is answering this co-creating with companies like Buzzfeed and Mashable. And now, taking that idea with new ESPN where they integrated technology into the X Games, which allowed both companies to create new kinds of content. And they are building on the success of their online magazine called Intel IQ, where they will introduce original programming next month. You can watch Becky at about the 5:28 mark in the PreCommerce livestream.

Becky Brown-SXSW-SXW2O

 

  • Amy Hoopes, CMO, Wente Vineyards
    Amy took some time to discuss how user experience is becoming the new marketing. The family Amy works for has been in the wine industry for 133 years, in the Livermore Valley area of California. They were always good at making great wines. To understand the history of Wente Vineyards, Amy did extensive interviews with the family. Through that research, it was clear that the Wente family had been doing many innovative things, like operating a full-service white tablecloth restaurant that recently celebrated it’s 30th birthday. Amy talked about here SMS strategy: Simplify, Motivate and Share. You can watch Amy’s session at about the 5:43 mark in the PreCommerce livestream.

Amy Hoopes-SXSW-SXW2O

  • The third panel of the day, All Hype Aside featured 1) Michael Putnam, SVP Consumer Marketing, AmericanWell 2) Lorie Fiber, Global Corporate Communications, IBM Health and 3) Jeroen Brouwer Director of Marketing, Sales and Business Development, Philips
    Our own Rob Cronin moderated this esteemed panel of guests to discuss how digital health will impact our lives in the future. You can watch the panel discussion at about the 6:20 mark in the PreCommerce livestream.

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  • Alex Gruzen, CEO, WiTricity Corporation
    Alex discussed the future of wireless charging and how it will impact us with all the smart devices we carry with us every day. When he says wireless, he means it. Their technology doesn’t require a charging pad to be plugged into on outlet. It’s about moving power over a distance. WiTricity Corporation’s technology works with all kinds of devices: from Bluetooth headsets, to laptops and tablets, and event electric cars. You can watch Alex’s session at about the 6:56 mark in the PreCommerce livestream.

Alex Gruzen-SXSW-SXW2O

  • Amber Naslund, SVP Marketing & Chief Evangelist, Sysomos
    Amber used her time to discuss the Future  of Analytics: Social Data and Beyond. She started by talking about how much customer expectations have changed. They expect answers in 30 – 60 mins, and they also expect those answers on nights and weekends. She  also talked about how creative design is even more important as a way to reach customers. Then, she discussed the importance of bridging the gap between data scientists and marketers or communicators. Analytics is currently a specialized skillset. But back in the 50s, typing was a job that was done via dedicated employees. Amber argued that data analysis will ultimately become a core skill just like typing did. You can watch Amber’s session at about the 7:10  mark in the PreCommerce livestream.

Amber Naslund-SXSW-SXW2O

  • Shiv Singh, SVP Global Head of Digital & Marketing Transformation, Visa
    Shiv discussed how to open source your brand.  He started with a simple but painful premise: that customers don’t trust your brand. And then he offered examples of how Visa reached out to the startup community for innovative ideas. One outcome: they are opening up the Visa network as an API for developers. You can watch their session at about the 7:20 mark in the PreCommerce livestream.

Shiv Singh SXSW SXW2O

  • Hugh Forrest, Director, SXSW Interactive and John Battelle, CEO of NewCo and co-founder of Wired Magazine & The Industry Standard
    This fireside chat was a blast. John interviewed Hugh on the past, present and future of SXSW. See my earlier blog post here for a much more detailed summary of that lively discussion. The interview covered a lot of ground. My favorite quote from Hugh? “TED is this finely curated meal. And that’s wonderful. [SXSW] is a 24-hour all-you can eat buffet, and that’s wonderful at times too.” You can watch Hugh Forrest’s interview at about the 7:40 mark in the PreCommerce livestream.

Make sure to tune into W2O Group’s Movers & Shapers event.

 

Lionel Menchaca
Lionel Menchaca

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