Keynote speaker: Charlene Li
Charlene Li is one of the most frequently-quoted industry analysts and a specialist in social media. She is a much-sought public speaker and has presented frequently at top technology conferences such as Web 2.0 Expo, SXSW, and adTech. She is an independent thought leader and analyst on emerging technologies, with a specific focus on social technologies, interactive media, and marketing. Most recently, Charlene was a Vice President and Principal Analyst at Forrester Research.
She is also the co-author of "Groundswell: Winning In A World Transformed By Social Technologies", published by Harvard Business Press in May 2008. Groundswell, Li argues, is ‘an unstoppable social trend, changing the way you will look at marketing’. 
Social media, such as blogs and social networking, have become mainstream in the online experience, but many marketers are still not at ease with this trend and might consider this as something “only for Generation Y”. Li and co-author Josh Bernoff explain that this phenomenon is not about technology, but about people wanting to connect and to use technologies to get the things they need from each other instead of from companies. The biggest mistake to be made, says Li, is to start thinking about technology. What you should do instead is to think about your customers and understand what they are ready for. Then you can set out your objectives and start planning. The book’s four-step planning process, called POST, will help you getting started: People (understand how your customers engage and how savvy they are about the use of social technologies), Objectives (do you want to listen, to stimulate or to sell?), Strategy (your CRS) and Technology (which application suits my company best).
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