NEW Phoenix ‘likes’ social media
Wednesday, November 13, 2013
Posted by: Barbara Francella
100 Network of Executive Women members explored social media best practices at
the NEW Phoenix fall networking event, Nov. 8, 2013 at the Musical Instrument
Museum in Phoenix.
Hart, vice president of information systems for PetSmart Inc.; Mary
Tarczynski, chief shopper marketing officer for Collective Bias; Susan Mudd Powell, vice president of retail
marketing execution at Safeway Inc.; and Karen Werner, writer, editor and media
consultant for Musical Instrument Museum, offered new strategies for getting
the most out of social media. Cathy Chess, founder and president of Apollo
Coaching, moderated the discussion.
and share photos on Facebook
uses social media, in part, to build relationships with employees and
candidates, Hart said, noting she is personally committed to "going paperless,”
a move that has inspired others to move in that direction too.
Safeway, shoppers find recipes, customer and store news and photos on Facebook,
Twitter and Pinterest and participate in the retailer’s Just for U personalized
savings program through a mobile app. Powell personally uses social media to
keep up with her grandchildren.
media platforms are used by the Musical Instrument Museum to engage visitors
and encourage them to share their museum experiences.
museum reminds me of other brands I admire, such as Barefoot Wine and PopChips, who, like Millennials, are true
digital natives, never having had to transition from ‘traditional media," Tarczynski noted after the event. "They built their brands by building relationships
starting with employees and early customers and then radiating outward,
facilitated by word-of-mouth at scale via social platforms."
retail and consumer goods companies, the adoption of social media has been slower,
she added. "But it is just as important to remain competitive in today’s
landscape. Social media functions as a relationship facilitation and
collaboration tool across all functions of an organization.”
members came away with real-life tactics for leveraging social media.
favorite piece of advice was from Mary Tarczynski who said, ‘Google yourself.
If you don’t like what you see, change it to support your personal brand.’ For
example, find a blog to contribute to or write an article,” said Jessie Thomas
of PetSmart Inc.
appreciated Hart’s insights on leadership versatility needing to include versatility in
social media. "All generations don’t communicate the same way and to engage
with the talent on your team you must be comfortable in new forms like social
media,” Thomas said.
Organizations sending large
delegations to the NEW Phoenix event included CVS Caremark Corp., Frito Lay
North America, PetSmart Inc. and Safeway Inc.
Karen Werner of the Musical Instrument
Museum, Mary Tarczynski
Bias, Sharon Hart of PetSmart Inc., Cathy Chess of
Apollo Coaching and Susan Mudd Powell
of Safeway Inc. shared
social media and marketing strategies.