Opening Keynote: The Speed of Culture
Research and presentation presented by Alex Josephson, head of Global Brand Strategy at Twitter
Participation is too important to be left to chance. This keynote from Alex Josephson, Twitter’s head of Global Brand Strategy, presents an analysis of years’ worth of brand activations that rallied communities to influence culture – from the iTunes charts to Wall Street stock prices. The Participation Playbook questions traditional reach-and-frequency marketing “gospel” from the likes of Byron Sharp and leaves marketers with six steps to unlock audience participation when launching something new or connecting their brand what’s happening in culture.