4
TUES., Sept. 24
GENERAL SESSION
2:30 – 3:30 p.m.
New Rules for Consumer
Engagement in the SoLoMo
Revolution
In the “New Rules for Consumer Engagement” workshop, the audience will learn about The
Coca-Cola Company’s framework for consumer engagement in today’s dynamic digital
landscape. The key principal of this framework is that it is no longer about the placement of
messages, but about the movement of stories simultaneously across multiple screens. The
speaker will share numerous examples of how Coca-Cola is leveraging today’s social/mobile/
multiple screens space to engage in storytelling and inspire consumers to do Coca-Cola’s
marketing for it. Additionally, the speaker will showcase examples from other brands and key
retailers. The five key takeaways of this workshop are as follows: 1) Today, marketing happens
in real time and with or without your marketing department’s involvement; 2) There’s a new
global network, the consumers’ network; 3) Share-worthy content shared in an integrated
fashion is king; 4) Innovation in content and delivery is expected and rewarded; 5) Today’s
savvy marketers can inspire consumers to do their marketing for them.
Guest Speaker:
Scott Ryan
Vice President, National Specialty Retail
Coca-Cola North America Group
Atlanta, GA
