MGSM LEADERSHIP SERIES – SECOND EVENT
Lars and Richard addressed a Young Business Forum reception with 65 young professionals where they discussed “Markets Are Conversations” The Art & Impact of Social Media on Your Business. This event was proudly hosted by Macquarie Graduate School of Management.
The Internet is enabling conversations to take place that were simply not possible in the era of mass media. The Cluetrain Manifesto stated in 1999 that companies needed to stop speaking in the language of the pitch, and engage in dialogue with their target market. More than a decade later many corporations still prefer one-way communication, speaking about their business and expecting consumers to listen.
These companies are afraid to fully embrace the two-way communication stream that has developed involving forums, blogs and other forms of social media.
Lars presented global best practice on how marketing managers can engage with customers and transform interactions into transactions, showcasing specific results of his research with one of Australia’s leading word-of-mouth marketing companies.
Richard is an MGSM alumnus, the former CEO at Friendster, former Regional Managing Director at Google and the former holder of many senior roles within HSBC. Richard shared his vast experience in the field of communication, and its impact on his business, both good and bad.
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