Dr David Cox from Headspace Speaking at Adobe Summit

Headspace, the meditation experts, are on a mission. That mission is to get as many people in the world to practice meditation for 10 minutes a day, to help us experience a healthier a happier mind.

We caught up with Dr David Cox, chief medical officer at Headspace to explain a little more about this mission, how digital marketers can embrace meditation and what he will be talking about at Adobe Summit in London, 14-15 May, when he takes to center stage.

How did you first discover mindfulness?

I’d been interested in meditation for years, but never managed to find a style of learning that worked for me. Headspace was featured in a magazine article about mindfulness, and I downloaded the app. From the first session I knew I’d found something I could incorporate into my life. The excuse “I don’t have the time” didn’t apply!

 

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And how might it help those working in digital marketing specifically?

Mindfulness is incredible in its broad applicability. In essence it teaches greater awareness, of yourself and of others. Huge benefits follow, both in terms of health – less stress, depression, anxiety, bad habits, and so on – and also in terms of relationships and performance – greater focus, attention, empathy, creativity. I find it hard to imagine how anybody in digital marketing wouldn’t find a benefit from more focus, empathy and creativity!

Do you see any similarities between the digital landscape and mindful meditation?

Interestingly we’re starting to see an increasing number of tech companies (including Google) introducing mindfulness training into the workplace. I think this is due to companies becoming more aware of the need to look after the wellbeing of their workers. The benefits of mindfulness training are embedded in science, with over 2000 studies conducted to date.

What are you most looking forward to at Adobe Summit?

I’m really looking forward to hearing the breadth of perspectives from key innovative thinkers!

Can you give us a little teaser into what you will be exploring in your Summit talk?

People have a lot of preconceptions about what mindfulness meditation is and what it entails. I’m hoping to show people how straight-forward mindfulness is, and how by putting aside as little as 10 minutes a day to practise it can help you lead a healthier and happier life.

To hear more from Dr Cox you still have time to register for Adobe Summit. Plus, take part in the Adobe Summit conversation with ‪#AdobeSummit.

Will Hayward Speaking at Adobe Summit EMEA

 

Second up in our series of blogs, where we get to know a little bit more about some of the speakers that will take to the stage at Adobe Summit in London (14-15 May), is Will Hayward, vice president of advertising for BuzzFeed.

Will talks bravery in digital marketing and reveals his favourite campaign, which of course features a cat….being more like a dog!

Can you tell us a bit more about your role at BuzzFeed?

I head up the commercial side of the business in Europe – so the creative work we do for brands, the sales team, the account management team and our product positioning.

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What key digital marketing trend do you see making it big by the end of 2014?

I think brand owners will finally move beyond the age of destinations. This is something that very much belongs in the history books – the idea that the entire function of digital marketing is to drive clicks through to a website is as equally limiting to your interaction with customers as it is unrealistic. Lets work harder to go to where consumers are, and tell stories so good that they get shared across the social web.

 

What are you most looking forward to at Summit this year?

Nibbles.

Can you give us a little teaser into what you will be exploring in your Summit talk?

We think about social currency quite often. Why do people share? What is it about the bits of content that they share that makes them want to do so? And how can brands create something of value that would encourage their target audience to repost the content?

What is your favourite thing about being a digital marketer?

The pace. Working with really smart people. Thinking about the future and focusing on the creation of great work, in-spite of the dearth of such work in the market.

What campaigns have inspired you the most recently?

O2′s be more dog, of course.

If you were given complete freedom, both creatively and financially, what would you do next?

There is a common pot of brand values that all marketers claim – customer first, inclusivity, tech focused. If I had total freedom I would focus on work that defines what a brand ISN’T – Facebook do this well (they aren’t perfectionists, they “move fast and break things), as I think Apple do (they aren’t humanised, they are to a certain extent anonymous). That doesn’t require financial freedom, just a little bravery.

To hear more from Will come down to Adobe Summit in London on 14-15 May, follow him on Twitter (@billyhayward) and tell us what you think by taking part in the ‪#AdobeSummit conversation.

 

 

Amber Atherton Speaking At Adobe Summit EMEA

With only a few weeks till Adobe Summit, we’ve been catching up with our speakers to find out what makes them tick, who inspires them, and what they’ll cover when they take to the stage in London on May 14-15.

First up, Amber Atherton, named 5th most powerful person in Vogue’s Digital Power List and founder and director of My Flash Trash talks fashion, creativity, and educational reform … .

Amber AthertonCan you tell us a bit more about how you started My Flash Trash (MFT)?
After various dabbles in ecommerce, fashion and gaming ventures throughout childhood, I set up MFT from my dorm at school. As one of the first UK fashion blogs to have a shopping cart function, we quickly gained a following that catalysed us into a marketplace for the world’s coolest jewellery designers.

Can you give us a little teaser into what you will be exploring in your Summit talk?
I’ll be giving an insight into how some of my ideas transformed into businesses, from the age of 16, and how you can unlock creativity and solve problems with a few curious case studies. Mainly, I want to motivate the whole audience so when they leave my talk they are ready to be a total boss.

What is your favourite thing about being an entrepreneur?
The ability to direct my own schedule. For me, time is the most valuable asset and having the freedom to control how I spend it is one of my favourite things about being an entrepreneur.

What campaigns have inspired you the most recently?
Strangely, mainly men’s deodorant campaigns. What Old Spice did in the USA was amazing and Lynx’s most recent ‘make peace’ campaign was so virally epic.

If you were given complete freedom, both creatively and financially, what would you do next?
I’m passionate about creating a greater synergy in education between academia and entrepreneurship. There is a massive lack of practical business and career defining experience in school curriculum. So I want to work on changing that in some way next.

Follow @AmberAtherton and take part in the Adobe Summit conversation with ‪#AdobeSummit.

You can also check out the list of other stellar speakers on our website, where you can also register, for what will be THE digital marketing conference of the year in Europe!

Not Taking a Risk is a Risk

Robert RedfordThe theme of reinvention was interwoven throughout the general sessions on day two of #AdobeSummit, and focused on the need for marketers to take risks for reinvention to actually happen. Our morning general session featured inspirational celebs, who are the epitome of risk-taking and reinvention – Seattle Seahawks cornerback Richard Sherman and iconic actor and filmmaker Robert Redford. Richard hit on the need for authenticity in social, which helped him through the much-talked-about interview with Erin Andrews. One of our #AdobeSummit Insiders, Elisabeth Osmeloski recapped the top 10 marketing lessons from Sherman’s session here. Redford followed shortly after with a talk focused on the need for art and creativity in business, noting that he sees “art as chaos and business as order, and one needs to follow the other.” Missed the session? Catch it here.

As we did with Yancey Strickler’s time on stage yesterday, we held a Tweet for Good activation while Robert was on stage. Across his 30+ minutes on stage with our CMO Ann Lewnes, his talk generated over 2,400 tweets that drove more than $12K in donations towards the Sundance Institute

We book ended the morning keynote with our Sneaks session, which offered a look into what we have going on in our Labs, and our Summit Bash headlined by Grammy Award winner Vampire Weekend. Here’s a quick digest:

Marketing Reinvention Takes Over Adobe Summit

DisruptThe official start of Adobe Summit kicked off Tuesday with the opening keynote session, The Marketing Revolution, which centered around the need and tremendous opportunity the digital landscape offers marketers to reinvent. Our SVP and GM Brad Rencher hosted, pointing how much more creative marketers can be if we can just get over the tech hurdles.

Joining Brad on stage were a number of industry luminaries that gave us all something to aspire to, including REI’s Brad Brown, Audi’s Jeff Titus and Sephora’s Julie Bornstein. Kickstarter co-founder and CEO, Yancey Strickler wrapped it up, walking us through the shift of how we market and fund ideas. Yancey generated quite the buzz with our Tweet for Good campaign, which saw a tweet a second from the crowd, to help the Kickstarter campaign for Scratch Jr.

Besides the speakers, there were a slew of announcements. Missed the keynote? Watch it on-demand.

Catch other highlights below, and stay connected on the #AdobeSummit conversations on Twitter, Facebook and Instagram.

It’s Better to Tweet than to Receive

Last year, three million people from all seven continents (including Antarctica) pledged $480 million to Kickstarter projects. Kickstarter brought to life ideas like Oculus Rift that changed how we play, Project H Design that changed where we learn, and Goldieblox that changed how girls play and learn.

Ultimately, Kickstarter has changed the way people market and fund innovation – and we’re all for it! If you are too, join in our Tweet for Good campaign.

Yancey StricklerGiven the voice and platform Kickstarter has offered, we’re extremely excited to have its CEO and co-founder, Yancey Strickler, on stage during our opening keynote to talk to its role in “The Revolution of Marketing” on Tuesday, March 25 starting at 8:30 a.m. MT. For every tweet that includes the #AdobeSummit hashtag during Yancey’s time on stage, Adobe will donate $5 to the Kickstarter campaign for Scratch Jr.

Scratch Jr. is a redesigned version of the popular Scratch programming language, catered to younger children. This program inspires creativity in children by teaching them to program their own interactive games and stories so they can express themselves via a computer, not just interact with it.

Robert Redford - SundanceWe’ll be doing the same “Tweet for Good” campaign during Robert Redford’s chat with our CMO Ann Lewnes during the Day 2 keynote. We will donate $5 per #AdobeSummit tweet to the Sundance Institute – a non-profit organization that allows filmmakers and artists to explore stories independent of commercial and political pressures.

Can’t make Adobe Summit? Watch Yancey’s address during the Day 1 Keynote via Summit Online. Register here to watch it live.

Summit Insider: Elisabeth Osmeloski on marketing and the role of SEO

Our Summit Insiders is a collection of marketing experts whom we’ve invited to join us on the ground at Summit to share their insights, observations and experience via social media, blogging and other digital outlets. We sat down with Elisabeth Osmeloski, one of our Insiders to talk about marketing, reinvention (the theme of this year’s Summit) and more. Here’s what she had to say:

Elisabeth_InsiderDigital marketing changes each and every day. How do you consistently reinvent yourself to meet the ever-changing demands of this industry? 
Good question! The biggest challenge for most people in the industry is just keeping up with the change when change happens at an alarming rate. For many I know (and myself included), several hours of nearly every day are carved out just for scanning headlines and reading updates from reputable industry sites as well as platform and product blogs that may affect their current marketing campaigns.

For digital marketers to keep up, it’s imperative that we stay up to date on new features offered by search and social platforms, so they can begin to strategize how to best leverage those for their company’s efforts. On top of that, they also need to be aware of upgrades and changes to the vendor tools they use on a daily, weekly or monthly basis.

Finally, everyone needs to take a step back and look at the big picture of how everything in digital works together – from every angle, including personalization and privacy, social and mobile technology, to name just a few. That’s where trusted marketing technology news sites (like our own Marketing Land & Search Engine Land of course, but several others as well) as well as mainstream media and business publications come in handy to quickly surface the bigger issues.

But in order to reinvent yourself (and particularly useful if you’ve been ‘stuck’ in a single vertical for a long time) – I do think it’s important to draw inspiration from other industries and to try to take a look at what they’re doing with a fresh eye, so you can bring those learnings into your own strategies.

How do you see the role of SEO evolving in the next five years?
SEO has been evolving since the day it was invented – but the real potential for search engine optimization over the next few years is a renewed focus on information architecture to better take advantage of structured data. As search platforms continue to try to better understand query intent and are finally making strides in semantic search, structured data is helping inform algorithms of who, what, when, where, why and how – publishers have an opportunity to influence this from the ground up.

However, in the age of ‘direct and instant’ answers for top level queries, SEO is going to have to find new opportunities to be discovered in search, and get the click through from search results. One of the biggest challenges for SEO continues to be the fight for credit and traffic / ROI attribution. In a world of [not provided] keywords, it’s becoming increasingly difficult to track results at scale. For that reason, it’s also likely that SEO might just be folded into a bigger marketing role as all websites become ‘content publishers’.

There’s also the concept that search happens in other formats beyond the desktop – not just on mobile, but within mobile apps, on wearables and in voice search for example – ‘optimizing’ for those results will be another opportunity for marketers to capture audience attention.

What skills do you think are going to be imperative for digital marketers to have in the future?
For the creative side of the marketing table, it’s become obvious that using to data to inform your marketing strategies is what’s going to matter most. Being able to build a scalable strategy, test and measure results at every stage, and adjust accordingly is ultimately what is going to drive the success of all marketing. Add the complication of needing to do this effectively in ‘real-time’, using a mix of technology platforms and human interaction. Adaptability and agility are the keywords.

What advice would you someone entering into the digital marketing industry?
My advice is to pick at least one specialty to focus on and become a true expert in that area – whether that’s organic search, paid advertising, email marketing, social media, content development or analytics. But do keep yourself well informed on all the other aspects of digital so that you have a deeper understanding of how to leverage other opportunities and more importantly, work with other members of your team and in other business units around your company.

More about Elisabeth Osmeloski 
Elisabeth Osmeloski is Director of Audience Development for Marketing Land and Search Engine Land, two of the leading trade publications in the digital marketing space. She is responsible for increasing readership through owned, earned and paid media channels. As part of her role on the editorial team, she assists in programming SEO and related digital marketing sessions at Third Door Media’s Search Marketing Expo conference series. Elisabeth also co-founded SLCSEM.org – a local association for Utah based search and digital marketing professionals.

Summit Insider: Michele Kiss on Career Changes in Marketing and Innovation in Analytics

Earlier this week, we introduced this year’s Summit Insiders. Summit Insiders is a collection of marketing experts whom we’ve invited to join us on the ground at Summit to share their insights, observations and experience via social media, blogging and other digital outlets. We sat down with Michele Kiss, who is returning for the third year as one of our Insiders. We talked about marketing, reinvention (the theme of this year’s Summit) and more. Here’s what Michele had to say:

Michele_InsiderThroughout your career you’ve had a chance to work client-side, but also on the agency side as a consultant. For people looking to reinvent themselves and make a change to their career, what are the pros and cons to each?
In the end I think most people find that one is the right “home” for them, but I definitely encourage analytics professionals to explore a wide range of roles in different types of businesses. You might think something won’t suit you and be pleasantly surprised!

On the client side, you tend to go very deep in one organisation. That gives you a chance to really understand what drives the business, work on projects that you know will have impact, and build great working relationships. However, it also means you have a narrower view, since you are confined to one business model, and less varied experience with different solutions, since you just use what your company does.

On the agency side, you get exposure to a wide range of business models and tools, but there can be pressure to always report “positive results”, especially if the project is one your agency both ran and reported on – sort of like being both the prosecutor and the judge. Though most agency analysts I have worked with do work hard at putting their “analyst hat” first, to be impartial as their role requires.

Consulting falls somewhere in the middle. Some consultants have very long-term relationships with a small number of clients, and their work is therefore closer to client-side – very involved. Other consultants have a large number of short-term projects, where they may have tremendous breadth but not depth in to any one business, so it resembles the agency perspective more. However, in contrast to agency work, consulting typically provides the opportunity to be a more independent arbitrator than agency analysts, since you are normally removed from the work being judged.

In deciding what path to pursue though, you should also think of your goals outside of just client-focused work. If you enjoy writing or speaking, agency or consulting tends to be more receptive to supporting that type of work (since there is a promotion value for them) – though some client-side companies are supportive of those activities also.

Analytics has dramatically shifted in the past five years due to digital innovations. How have you adapted and reinvented your skills to fit the demand in the market?
I find the analysts who stay most on top of innovation are those with a continued desire to learn. If you really truly love the work you do, you’re always exploring new tools or social channels or methodologies, outside of your day job, because it truly interests you. It’s not uncommon for me to try new things on a personal account or data, just to “figure it out.”

I also keep updated via social networks, read and write articles and blogs and attend webinars and industry events. There’s no shortage of material out there for those who want to learn.

You’ve done a lot of research into analytics career paths. What is the best way to set yourself apart in the analytics industry?
Within your organisation, I find it comes down to curiosity, and doing what was not even asked of you. Intrinsic motivation is critical. The analyst who looks at something and thinks, “Hmmm, I wonder why that’s happening” or “I have an idea” and runs with it tends to produce something no one even knew to ask for. I have seen these ideas lead to changes and products that have had significant impact on businesses.

In a broader industry sense, I think it’s important to engage with people and build relationships. That doesn’t mean you have to be the life of the party, if you are naturally more reserved. There are lots of ways to engage, from one-on-one in-person discussions at an event or debates via social media, all the way to co-presenting sessions at a conference or presenting a webinar with someone. Don’t be afraid to share your perspective and to ask questions, to ask for help and to offer yours to others. You will build relationships that benefit you both greatly.

What about digital analytics makes you want to come to work each day?
I fell in love with analytics because I liked figuring out what made things (and people!) tick. It felt like my job was to solve puzzles, and that is really enjoyable for me.

I am also lucky enough that I love the subject matter! I love digital and technology, exploring new channels, or getting massively nerdy with my own data. (And come on, any career where you actually have a conference call about “How we are going to measure the business impact of Grumpy Cat” is pretty cool. Though, maybe that’s just me…)

How do you think companies can better prove the value of their digital marketing through analytics? 
The biggest gaps I see over and over again have nothing to do with shiny tools. Companies are so quick to spend money on technology, but struggle to justify budget for the right people to leverage them, or to resolve fundamental communication and organizational issues. You can have the best toolbox on earth, but if you hire me instead of an experienced contractor to build your house, you’re going to have a dreadful house! It’s not an either/or – technology is definitely important, it just needs the appropriate investment in people and process to drive real results.

More about Michele Kiss
Michele Kiss is a recognized digital analytics leader, with expertise ranging across web, mobile, marketing and social analytics. She is currently a Partner at Web Analytics Demystified, the leading global digital analytics consulting firm, responsible for their analysis and analyst mentoring practice. Michele is the winner of the Digital Analytics Association “Rising Star” award (2011) and “Practitioner of the Year” award (2013.) She is a frequent blogger, writer, podcast contributor and speaker.

You can read her thoughts at shared here, or on Twitter as @michelejkiss.

Marketers Reinvented: Just Ask #SummitQA

As the front page of our Adobe Summit site says so clearly and simply:

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As we’ve seen from recent research, marketers like us know that marketing has changed more in the last two years than the previous 50. We know that digital is difficult to do — only 29% of us believe we are doing it well. Yet, 2/3 of marketers feel that digital is critical to their company’s success and only 9% feel they know their efforts are working.

The time is ripe for reinvention. The question is: how?

Whenever we start a new project, a new job, a new anything – we always have questions, and most of us want advice from the folks who have done it before. This is the backdrop of our “Just Ask #SummitQA”. There will be 5,000 marketers in Salt Lake and millions more online. Summit 2014 is that great opportunity to network with others and start a dialogue about how to reinvent yourself in today’s digital marketing world. Let’s start the conversation now, continue it in person at Summit and expand it digitally.

How does it work?
Just tweet your burning marketing questions using #SummitQA hashtag. Subject matter experts will be listening and engaging back – including our executives such as CMO Ann Lewnes and SVP Brad Rencher. We wouldn’t surprised if you hear from some of our keynote speakers too!

Compelled to chime in and answer questions? Please do! This isn’t a one-way conversation — so start tweeting it up.

Summit Insider: Toby Bloomberg on Marketing’s Similarity to Kinetic Art and Becoming a Blogging Diva

Yesterday, we introduced this year’s Summit Insiders. Summit Insiders is a collection of marketing experts whom we’ve invited to join us on the ground at Summit to share their insights, observations and experience via social media, blogging and other digital outlets. We sat down with Toby Bloomberg, one of our Insiders to talk about marketing, reinvention (the theme of this year’s Summit) and more. Here’s what Toby had to say:

toby_insiderWhat advice would you give you give to those starting in the digital marketing industry?
In three words: Integration times two.

I like to compare digital marketing to kinetic art … multiple pieces are integrated to create movement. In the digital marketing world the interlocking pieces might look like this: social supports SEO -which supports content development-which supports-mobile which supports website analytics and on and on and on. If an element breaks or is not optimally integrated a chain reaction occurs which impacts not only the brand value but your customers’ experiences.

As digital continues to evolve the decision process of which tool to include in your strategies becomes increasingly complex.  Will incorporating augmented reality help your customers better understand your product? Or is it wearable computers or sensor technology what will add value?  How do you determine where resources should be dedicated? That’s where setting visionary but practical goals and understanding your target audience serves as your ‘north star.’

However, integration is not limited to ensuring the right channels and tactics will move the brand forward.  Integration also involves internal communication processes. For many organizations their structure is to create internal silos of subject matter experts (fondly called SMEs). For sure, one person can’t know everything. However, too frequently these groups are housed in different departments and report to different people within the senior leadership team.  Creating and putting meaningful processes into a work environment is not always simple; but if not developed, results can be devastating from brand disconnect, frustrated employees to the ultimate … customer loss.

Communication, especially among this group of employees, is not a nice to have but a critical business practice that must be open, trusting and frequent.  In the best of worlds, a minimum level of senior leadership would include a VP of Strategic Digital Marketing Integration who holds responsibility for customer experience. Integration time two leads to bottom-line success but only through deliberate planning.

How has blogging helped your personal business?
When Diva Marketing Blog was launched in 2004, it was the beginning of an exciting  new wave of business communication. Since I was early to the game, Diva Marketing set me apart from traditional marketing strategists by positioning me as someone who held an innovative approach towards to the new and often confusing world of interactive marketing.

I quickly realized benefits from investing time and resources creating original content far exceeded a unique positioning. The blog gave me an interactive platform to test new concepts like an eBook I wrote based on Twitter interviews. I crowd sourced issues like blogger/influencer relationships that led to new insights shared by an extended community. Diva Marketing opened doors that extended my network to include colleagues from as close as the next town to India and Australia. Some people were from small businesses and nonprofits and others from Fortune 500 corporations.

The most import advantage that came from Diva Marketing was that it helped establish and reinforce my credibility for the work I wanted to pursue.  In the world of today’s social networks e.g. Twitter, Facebook, Pinterest, Instagram … you know the drill, it’s challenging to build a thought leader position through a series of sound bites. It takes longer, more meaningful content along with sharing your point of view to establish trust and confidence. Today the content might not be only from a traditional blog but perhaps a series of videos, podcasts or presentations uploaded to Slideshare. Social networks then become a supplementary resource to expand, promote and discuss your ideas.

All good you but ‘show me the money’ you might say. Remember those relationships I mentioned? They led to the money. The relationships that I build through blogs and social networks resulted in projects, speaking engagements, eventually a full time job with a major media corporation, my being part of Adobe’s Insider program and maybe the next. It’s interesting to think in this world of high technology high touch and personal relationships are still what make the wheels of business go-round.

You grew up with your Dad in the marketing research business. How do you think the business has changed since that time and in what ways has it remained the same?
Thanks for the shout-out about my dad. His business was primary data collection so my response will reflect that aspect of research instead of secondary website/social network insights or my response might be a book! Let’s start with the end (of your question) at the beginning of my answer. Good research focuses on determining what issue must be addressed in order to make smart business decisions. That remains the same.  However, technology has certainly impacted the market research game from both a positive and negative perspective.

On the plus side, data collection is easier to obtain and response rates are usually high. Costs are lower and return of the information is crazy fast. You can often see raw results in real time.  From a social media lens, the doors have swung wide open for organizations to create on-going ‘listening’ programs. The ‘back yard’ conversations of unfiltered, raw voices are often rich in passion and emotion that might not be found in traditional research. More companies are using consumer generated content as early warning signs of service and product concerns, as well as, to identify brand champions. In addition, new mobile apps like Jelly might be the way to check the consumer’s pulse for new product development.

On the minus side, free survey software turned everyone and anyone into a ‘researcher.’ With limited understanding of how to craft the ‘right’ questions, and as important no one on staff to analyze the data, companies frequently make critical decisions based on ‘garbage-in/garbage-out’ reports. One might say .. you get what you pay for.

In social media listening programs we often pay attention to voices who are the loudest (or most frequent) or those with a perceived high social media influence factor. These people may not be a fair representation of your customer-based. Far reaching decisions about product development, marketing or advertising programs may be impacted by perceptions that are not based on the truths of the majority of your customers or prospects.

Reaching out to individuals and as the saying goes “join in the conversation” or connecting through private direct messaging may not be statically valid but might be invaluable as a means of gaining qualitative insights. Leverage social comments and discussions as a starting point to build traditional research studies that will confirm and extend the learnings about your customers. Listen, hear, participate and use social research as strategically as you do traditional research.

More about Toby Bloomberg
Toby Bloomberg is recognized for her expertise in combining social media with traditional marketing values (strategy, customer insights, segmentation) while maintaining digital conversation authenticity.  Her adventures in social media began in 2004 with the launch of her award winning blog Diva Marketing. She has worked with Fortune 100 brands and small business in both B2B, B2C, as well as, nonprofits.  Most recently Toby held the position of director of social media integration for Cox Digital Media where she supported a portfolio of over 70 TV, radio and newspapers properties in using social media as a catalyst to build stronger brand-to-audience relationships.

You can follow Toby on Twitter at @TobyDiva, or read her blog at Diva Marketing.