Focus On

With this year’s Future of Martech Conference just a few days away, we’ve decided to sit down with some of our world class industry speakers for a “Speaker in the Spotlight” interview to hear more about their role, responsibilities and what they are most looking forward to about the event. Today we are joined by Christina Kelleher, Head of Global Social Media & Community Relations at Bose…

1. Can you provide us with an insight into a ‘day in the life’ of your role?

I oversee paid and organic social media from strategy, planning to execution. That means at any given point in time, I’m working across those verticals to ensure we’re planning the next campaign while also ensuring what’s live is performing well and running smoothly.

2. How has Covid affected your customer strategies?  

It’s always been important to think about marketing in context to ensure it’s relevant to whatever moment or story a brand is trying to tell. With Covid, this was true to such a larger degree. Photos of people outside – irrelevant to nearly everyone for months when we were told to stay inside. Photos of people in groups – irrelevant for over a year in many cases. The list goes on. It wasn’t that these types of stories didn’t resonate with some, it’s that they instantly weren’t relevant for almost anyone. We had to pivot to really think about what people were going through and shift accordingly. For Bose, that initially meant leaning into work from home scenarios. To do that early Covid, we leaned into content creators and even employees to create real, meaningful content to tell that story.

3. What do you think the future will look like for customer engagement?

Customer engagement is of critical importance and that will only continue to grow. Customer expectations are high and companies are working hard to adapt. Brand interactions are a significant measurement of how a customer – a person – sees a brand. Successful brands are shifting their focus from pre-sale to post-sale, as keeping customers happy after you have them as customers is critical to brand longevity. Meaningful engagements and touchpoints both pre- and post-sale keep customers happy, drive repeat purchases and referrals.

4. We’re very excited about hearing your fireside chat! Any chance we can get a sneak peek about what you will be specifically focusing on? 

I’m excited to discussing how we were able to adapt this past year and how we’re using that to propel us forward to better connect with our customers. I’ll also be sharing some examples of how we’re able to use social listening to really get a read on what our customers are saying and what they want to see from Bose.

5. What are you most looking forward to about the event?

There is *always* a lot of change happening in the digital and social space, but what happened over the past year has accelerated a lot of digital capabilities, and really forced companies to think differently to meet consumer needs that quite literally changed overnight. I’m excited to hear from different industry insiders how they adapted and how they see the evolution of the space moving forward.

Christina will be taking part in an exclusive fireside chat at the Future of Martech conference on Thursday 24th June at 2:20pm – you can register your FREE ticket to the event and catch Chris’ discussion live here

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