The concept of “influence” has rapidly found its way into most marketing programs and industry dialogue. On the heels of my book Human to Human, we decided to embark on a different type of influence research project. Leadtail and Pure Matter partnered to transcend the world of lists and rankings, in order to define new engagement styles that tell us more about the humans behind the influence.

1. Behind the Brand
Influencers that
Drive Social Media for
the Brands We Love
30
A Social Insights Showcase from: In collaboration with:

2. The concept of “influence” has rapidly found
its way into most marketing programs and
industry dialogue. On the heels of my book
Human to Human, we decided to embark on
a different type of influence research
project.
We partnered with Leadtail to transcend the
world of lists and rankings, in order to
define new engagement styles that tell us
more about the humans behind the
influence.
Our chosen group of influencers are people
that work daily on strategy and execution
for their brands. Who are these people?
How do they engage on social media as
humans? Who and what influences them,
and what can others learn from them?
I personally found this project rewarding as
it demonstrated the ability to go beyond the
superficial rank and file of typical lists. To
paraphrase from Human to Human; “It takes
a lot of hard work to make something so
complex look so easy. Some call it
brilliance, but perhaps we should call it
speaking human.”
I hope that you can benefit from our study of
these 30 successful influencers. They have
found ways to speak human, and have each
triumphed through their own influential
engagement styles.
True Influence is #H2H
2
Bryan Kramer
CEO, PureMatter
@BryanKramer
Behind the Brand | October 2014

3. There’s no question that technology has
made it easier than ever to analyze,
segment, and target buyers. Yet marketers
still struggle to develop compelling brand
content and effectively engage on social
media. Why is that?
Because we forget that it starts with
thinking of our customers and prospects as
people. Not database segments, email
addresses, or users… but real people.
This is what Bryan Kramer is helping us all
remember: that people connect, build
relationships, and influence other people,
human-to-human (#H2H).
With this in mind, we are proud to have
collaborated with Bryan and his team at
PureMatter to develop this social insights
report showcasing 30 top digital and social
marketers.
After all, it’s these smart and savvy
marketers that are the real people behind
many of the brands that are seeing success
on social media. What can we learn from
these top digital marketers, and how do we
engage and influence them?
That’s what this report is all about… enjoy!
Why Social Insights?
3
Carter Hostelley
CEO, Leadtail
@CarterHostelley
Behind the Brand | October 2014

4. About the Data
4
2,589
retweets
and
8,070
mentions/
replies
3,554
unique
hashtags
That includes
links shared in those
tweets…
9,413
The digital media
experts at
PureMatter
identified
digital executives
who influence
digital & social
programs for
brands every day
30
Leadtail analyzed
public tweets published by
these influencers between
Jan 1 – Jun 30, 2014
22,642
Behind the Brand | October 2014

5. About Our Approach
‣ The executives we looked at for our study are a mix of rising social media stars
and digital veterans, all of whom wield influence over the strategy and
execution of social and digital brand communications.
‣ These influencers are highly sought after by brands and vendors that sell to
marketing decision makers – whether they’re pitching marketing tech, event
sponsorships, ad space or airline tickets.
‣ Though we analyzed individual Twitter handles (vs. brand handles), many of
these influencers use Twitter to engage friends, colleagues, brands, and media
on behalf of themselves AND their brand.
‣ Unlike survey data, this report summarizes behavioral data - what the
executives we studied empirically DO: who they mention, what they share, and
how they engage.
5Behind the Brand | October 2014

6. About this Study
‣ Certain events, people, and media sources are clear winners when it comes to
“influencing the influencers”; these are the ones to emulate if you want to earn
attention from this coveted audience.
‣ As we analyzed the Twitter behavior of our 30 influencers, 3 different
engagement styles emerged – each with its own unique characteristics.
‣ Conversationalists: most likely to mention others; focused on engagement
‣ Amplifiers: most likely to share links and retweets; focused on topics
‣ Brand Champions: most likely to share multi-media; focused on brand
‣ For each type of influencer we identified, we’ve included actionable
recommendations for how you can become more like that type, and how to
reach and engage that type of influencer.
Let’s dive in and meet our influencers…
6Behind the Brand | October 2014

7. Who’s Behind the Brand?
7
Susan Beebe
Tyson Foods
pg. 24
Pete Blackshaw
Nestle
pg. 25
Andrew Bowins
MasterCard
pg. 26
LaSandra Brill
Symantec
pg. 27
Don Bulmer
Shell
pg. 28
Tami Cannizzaro
IBM
pg. 11
Jamie Coomber
Converse
pg. 36
Jay Cooney
OMNI Hotels
pg. 37
Abigail Cusick
BravoTV
pg. 38
Frank Eliason
CITI
pg. 12
Jeanette Gibson
HootSuite
pg. 13
Dan Gingiss
Discover Fin. Svcs
pg. 29
Lorena Hathaway
Pitney Bowes
pg. 14
Kevin Hunt
General Mills
pg. 30
Eliot Johnson
KPMG
pg. 15
Bill Johnston
Autodesk
pg. 39
Karen Lee
Stanford Business
pg. 16
Josh Martin
Arby’s
pg. 17
Erich Marx
Nissan N.A.
pg. 31
Chad Parizman
Scripps Networks
pg. 40
Maria Poveromo
Adobe
pg. 18
Julia Quinn
Amtrak
pg. 19
Marty St. George
JetBlue
pg. 41
Micheala Stribling
IBM
pg. 20
Padmasree Warrior
Cisco
pg. 21
Caroline Watson
H&M
pg. 42
Farryn Weiner
Michael Kors
pg. 43
Lisa Weser
Anheuser-Busch
pg. 44
Kaitlyn Wilkins
Burberry
pg. 32
Todd Wilms
SAP
pg. 33
Behind the Brand | October 2014

8. What & Who Influences Them?
8
1. #SXSW
2. #worldcup
3. #Superbowl
4. #Oscars
5. #grammys
6. #Sochi2014
7. #ces2014
8. #CMAD
9. #canneslions
10. #valentinesday
11. #smtlive
12. #Oscars2014
13. #adbowl
14. #AdobeSummit
15. #TED
1. @jowyang
2. @bryankramer
3. @jaybaer
4. @TedRubin
5. @ValaAfshar
6. @robincarey
7. @leeodden
8. @IanGertler
9. @briansolis
10. @garyvee
11. @setlinger
12. @NaThomson
13. @greggweiss
14. @EricTTung
15. @ScottMonty
1. YouTube
2. Instagram
3. The Huffington Post
4. Mashable
5. Forbes
6. LinkedIn
7. Business Insider
8. Twitter
9. The New York Times
10. BuzzFeed
11. SlideShare
12. The Wall Street Journal
13. TechCrunch
14. Ad Age
15. FastCompany
Events People Media
Behind the Brand | October 2014

9. Meet the Conversationalists
Behind the Brand | October 2014

10. 10Behind the Brand | October 2014
Why Do Conversationalists Matter?
Conversationalists are interested in dialog and engagement. They’re the ones who bring
new voices into conversations and bridge the online-offline gap by building authentic
relationships in both areas.
What Makes Someone a Conversationalist?
We defined Conversationalists as people who had a “mention to tweet” ratio > 0.95, which
means almost every tweet they publish mentions someone.
Also, Conversationalists regularly share links, but at a rate somewhat lower than the
Amplifiers we’ll meet later.
How Can You Become a Conversationalist?
In short, have more conversations! Ask questions, make comments, and find areas of
common interest with the people you engage on social media. When you share content, add
your own perspective or ask others for theirs.
How Can You Reach & Engage Conversationalists?
By definition these are people who want to engage, so don’t be afraid to reach out to them
with genuine questions or comments. Once connected online, events are a great way to
build the offline relationship by meeting up face to face.

11. Tami Cannizzaro
Vice President, Marketing @ IBM
@tamicann
As a social business advocate for IBM, Ms. Cannizzaro
encourages her team to be intentional about converting
social media followers into offline relationships.
11
1. @bryankramer
2. @TedRubin
3. @ethanmcc
4. @MediaLabRat
5. @shellkillebrew
Talks Most With… Talks Most About… Shares Content From…
1. #Marketing
2. #IBMConnect
3. #socbiz
4. #ibm
5. #NRF14
1. DigitalAgeOfMarketing.com
2. YouTube.com
3. SocialMediaToday.com
4. FastCompany.com
5. JusticeMitchell.com
Behind the Brand | October 2014

12. Frank Eliason
Director, Global Social Media @ CITI
@FrankEliason
Mr. Eliason helped usher in the era of social customer service with
@ComcastCares, and continues to advocate for better customer
experiences in his current role at CITI.
12
1. @RBinhammer
2. @jtramsay
3. @shelisrael
4. @adamkmiec
5. @debjshaw
Talks Most With… Talks Most About… Shares Content From…
1. #custserv
2. #tweetyourseat
3. #cluetrain
4. #SocialMedia
5. #custexp
1. LinkedIn.com
2. SocialMediaToday.com
3. Marketo.com
4. AdAge.com
5. Live.Twit.tv
Behind the Brand | October 2014

13. Jeanette Gibson
VP Customer Experience & Community @ Hootsuite
@JeanetteG
Prior to joining HootSuite, Ms. Gibson was instrumental
in launching the first Global Social Listening Center for
digital marketing and social media powerhouse, Cisco.
13
1. @NaThomson
2. @jamiestein
3. @IanMCalvert
4. @DanSpicer
5. @DR4WARD
Talks Most With… Talks Most About… Shares Content From…
1. #HootSX
2. #SugarCon
3. #SocialMedia
4. #CvHL
5. #IgniteMktgSuccess
1. Ow.ly (Hootsuite)
2. SocialBusiness.Hootsuite.com
3. SocialMediaToday.com
4. LinkedIn.com
5. Forbes.com
Behind the Brand | October 2014

14. Lorena Hathaway
Director, Global Product Management
Location Intelligence @ Pitney Bowes Software
@lorenahathaway
Leading product marketing for a $160M line of Location
Intelligence products, it’s safe to say Ms. Hathaway is a
savvy marketer who knows where her industry is heading.
14
1. @mapinfo
2. @CHempfield
3. @bryankramer
4. @seanjhathaway
5. @cshasarrived
Talks Most With… Talks Most About… Shares Content From…
1. #MapInfoUC
2. #GIS
3. #MapInfo
4. #locationintelligence
5. #PBAnalystDay
1. MapInfo.com
2. Blogs.PB.com
3. DirectionsMag.com
4. SlideShare.net
5. AIEvolution.com
Behind the Brand | October 2014

15. Eliot Johnson
Senior Manager, Global Social Media @ KPMG
@eliotjohnson
In addition to leading KPMG’s global social media initiatives,
Mr. Johnson is Vice Chair of iBellieve, a foundation dedicated to
finding a cure for MPS II and other rare diseases.
15
1. @D4NTheM4N
2. @binxie
3. @PranYamin
4. @benmcconnell
5. @simonibell
Talks Most With… Talks Most About… Shares Content From…
1. #SocialMedia
2. #WEF
3. #sxsw14
4. #SXSW
5. #mps2
1. Instagram.com
2. YouTube.com
3. WEFlive.com
4. Mashable.com
5. TheGuardian.com
Behind the Brand | October 2014

16. 31
Karen Lee
Social Web Strategist
@ Stanford Graduate School of Business
@karenlee
Ms. Lee combines her eclectic personal interests with a
passion for business to create the friendly, relevant voice
behind Stanford GSB’s social media content.
16
1. @nataliemwhite
2. @EWittreich
3. @cheesycons
4. @pmarca
5. @rhilsen
Talks Most With… Talks Most About… Shares Content From…
1. #gsbinthemoment
2. #FOMC14
3. #gsbvftt
4. #CvHSF
5. #socialedu
1. Instagram.com
2. LinkedIn.com
3. www.gsb.stanford.edu
4. Facebook.com
5. Medium.com
Behind the Brand | October 2014

17. 31
Josh Martin
Director, Digital & Social Media @ Arby’s
@Jmart730
With his clever “can we have our hat back” tweet to Pharrell
Williams at the 2014 Grammy Awards, Mr. Martin helped put
@Arbys social media team in the real-time marketing spotlight.
17
1. @Pharrell
2. @RealMattlanta
3. @AdamNaide
4. @nickjayres
5. @bmeriwether
Talks Most With… Talks Most About… Shares Content From…
1. #SoCon14
2. #NPPRSA
3. #Superbowl
4. #grammys
5. #ANABrand
1. Adweek.com
2. Mashable.com
3. YouTube.com
4. MarketingLand.com
5. Twitter.com
Behind the Brand | October 2014

18. 31
Maria Poveromo
Senior Director, AR, PR & Social Media @ Adobe
@mariapoveromo
Ms. Povoromo’s team created Adobe’s “Ultimate Case Study” -
using the company’s digital marketing solutions to publicly
share the results of its own Metrics, Not Myths campaign.
18
1. @petra1400
2. @NaThomson
3. @JeanetteG
4. @alewnes
5. @MiaD
Talks Most With… Talks Most About… Shares Content From…
1. #AdobeSummit
2. #SocialMedia
3. #SMSsummit
4. #Marketing
5. #socialshakeup
1. CMO.com
2. blogs.adobe.com
3. Forbes.com
4. blogs.hbr.org
5. HuffingtonPost.com
Behind the Brand | October 2014

19. 31
Julia Quinn
Director, Social Media @ Amtrak
@JuliaAQuinn
Who says trains aren’t cool? How many other social media directors
can say they’ve conducted a Reddit AMA on a train full of digital
marketing influencers making their way into Austin for SXSW?
19
1. @MatthewKnell
2. @BlairRightNow
3. @jsimon
4. @nickcicero
5. @BJMendelson
Talks Most With… Talks Most About… Shares Content From…
1. #AmtrakLive
2. #amtrak
3. #SXSW
4. #AmtrakResidency
5. #teamamtrak
1. Instagram.com
2. blog.amtrak.com
3. Medium.com
4. tumblr.austinkleon.com
5. FastCompany.com
Behind the Brand | October 2014

20. 31
Michela Stribling
Social Business Program Director @ IBM
@mstribling
With a passion for people and deep organizational experience in
the trenches of The Valley’s most fabled companies, Ms. Stribling
is a natural fit for Social Business leadership at IBM.
20
1. @bryankramer
2. @jaybaer
3. @samjoyk
4. @sandy_carter
5. @tamicann
Talks Most With… Talks Most About… Shares Content From…
1. #socbiz
2. #IBMConnect
3. #SmarterCommerce
4. #SmarterWorkforce
5. #SHRM14
1. IBM.com
2. MichelaStribling.com
3. Twitter.com
4. SlideShare.net
5. SmarterCommerceBlog.com
Behind the Brand | October 2014

21. 31
Padmasree Warrior
Chief Technology & Strategy Officer @ Cisco
@Padmasree
Ms. Warrior has used her strong public profile to advocate
for more women in STEM programs, and to convey her
vision of the future through the lens of mobile technology.
21
1. @youngdchris
2. @levie
3. @brandee
4. @Sophia_Amoruso
5. @caroline
Talks Most With… Talks Most About… Shares Content From…
1. #ciscops14
2. #wef14
3. #TED2014
4. #IoT
5. #IoE
1. blogs.cisco.com
2. Path.com
3. Finance.yahoo.com
4. Forbes.com
5. newsroom.cisco.com
Behind the Brand | October 2014

22. Meet the Amplifiers
Behind the Brand | October 2014

23. 23Behind the Brand | October 2014
Why Do Amplifiers Matter?
Amplifiers act as our trusted curators. They know their business top to bottom, left to right,
and have put in the time to build up trust, credibility, and an audience around their areas of
expertise. Amplifiers make sure the best ideas are shared and heard on social media.
What Makes Someone an Amplifier?
We defined Amplifiers as people who shared links and/or retweeted others’ content at a
higher rate than the other marketers in our data set.
Additionally, Amplifiers tend to center around one or two core themes, sharing content and
perspectives that build their personal brand around those topics.
How Can You Become an Amplifier?
Ironically, one of the best ways to become an effective amplifier is to hone your listening
skills. The ability to pick out unique POVs and information from the sea of “me too” content
builds trust with your audience and makes you a sought-after influencer for others that
wish to reach that audience.
How Can You Reach & Engage Amplifiers?
Amplifiers are a discerning bunch, not particularly likely to share your content simply
because you ask (or pay!). Bring something to the table that enhances their credibility in
their area of expertise, and expands their audience, and you’ll be on the right track.

24. 24
31
Susan Beebe
Global Social Media & Online Communities @ Tyson Foods
@susanbeebe
As Dell’s first “Chief Listener”, Ms. Beebe was instrumental in
defining social listening and community management as core
elements of the modern brand marketing toolkit.
1. @PamMktgNut
2. @ederdn
3. @LVgully
4. @geoffliving
5. @tamcdonald
Talks Most With… Talks Most About… Shares Content From…
1. #SMMW14
2. #hashtagbowl
3. #GetRealChat
4. #SBrandCamp
5. #SB48
1. MarketingLand.com
2. YouTube.com
3. SocialMediaToday.com
4. Twitter.com
5. SocialMediaExaminer.com
Behind the Brand | October 2014

25. 25
31
Pete Blackshaw
Global Head of Social Media & Digital Media @ Nestle
@pblackshaw
Getting best practices out of HQ and into the field is no small
task. Mr. Blackshaw’s Digital Acceleration Teams have helped
spread a startup ethos throughout Nestle’s global team.
1. @ischafer
2. @Sophduf
3. @mchrisment
4. @bwdumars
5. @jaybaer
Talks Most With… Talks Most About… Shares Content From…
1. #nikeplus
2. #DigitalJungle
3. #london2014
4. #4AsTransformation
5. #LondonMarathon
1. nikeplus.nike.com
2. AdAge.com
3. uk.virginmoneygiving.com
4. YouTube.com
5. NYTimes.com
Behind the Brand | October 2014

26. 26
Andrew Bowins
SVP, Corporate & Digital Communications @ MasterCard
@MasterCardAndy
Casting off the traditional “corp com” role in favor of a full-on
digital approach, Mr. Bowins has been a key player in creating
MasterCard’s Social Conversation Suite and brand newsroom.
1. @sandy_carter
2. @robincarey
3. @Ben_Farkas
4. @stenmic
5. @NatanyaP
Talks Most With… Talks Most About… Shares Content From…
1. #PricelessSurprises
2. #MasterCard
3. #cc2014
4. #PageSpring
5. #socbizshakeup
1. newsroom.mastercard.com
2. YouTube.com
3. SlideShare.net
4. SocialMediaToday.com
5. HuffingtonPost.com
Behind the Brand | October 2014

27. 27
31
LaSandra Brill
Senior Director, Paid & Earned Media @ Symantec
@LaSandraBrill
A seasoned digital and social marketer, prior to joining
Symantec, Ms. Brill drove the social media strategy for
Cisco’s award-winning Internet of Everything campaign.
1. @KPHaley
2. @jill_rowley
3. @dspark
4. @leeodden
5. @armano
Talks Most With… Talks Most About… Shares Content From…
1. #SMMW14
2. #SymVisionLV
3. #ISTRTALK
4. #Mobile
5. #SocialSelling
1. Symantec.com
2. YouTube.com
3. BusinessInsider.com
4. xmen.norton.com
5. us.norton.com
Behind the Brand | October 2014

28. 28
31
Don Bulmer
Vice President, Communication Strategy @ Shell
@dbulmer
Who says big companies in traditional industries can’t be
successful on social media? Under Mr. Bulmer’s leadership,
Shell recently crossed the 1 million followers mark on LinkedIn.
1. @vdimauro
2. @The_real_Gio
3. @ClaroRonaldo
4. @ChrisImafidon
5. @matthunter123
Talks Most With… Talks Most About… Shares Content From…
1. #AdobeSummit
2. #PowerYourVoice
3. #mpoweringaction
4. #PovertyMatch
5. #shell
1. LinkedIn.com
2. Forbes.com
3. everydayinfluence.typepad.com
4. blogs.hbr.org
5. NYTimes.com
Behind the Brand | October 2014

29. 29
31
Dan Gingiss
Director, Digital Customer Experience & Social Media
@ Discover Financial Services
@dgingiss
Under Mr. Gingiss’s leadership, Discover is succeeding where so
many brands still struggle: delivering engaged (and engaging!)
customer service via social media – often in a matter of seconds.
1. @cassandraLclark
2. @jaybaer
3. @D_Stro
4. @mmlap
5. @zenaweist
Talks Most With… Talks Most About… Shares Content From…
1. #SMMW14
2. #forrforum
3. #SocialMedia
4. #CX
5. #customerservice
1. SocialMediaToday.com
2. LinkedIn.com
3. Forbes.com
4. BusinessInsider.com
5. WashingtonPost.com
Behind the Brand | October 2014

30. 30
31
Kevin Hunt
Social Media Manager @ General Mills
@kevin_hunt
As an expert blogger, podcaster, social marketer and content
strategist, Mr. Hunt is now focused on turning General Mills into a
social business by spearheading an employee advocacy program.
1. @arikhanson
2. @AmandaOleson
3. @blitzgrambo
4. @iamashbrown
5. @SocialViz
Talks Most With… Talks Most About… Shares Content From…
1. #iwork4genmills
2. #Cheerthe3
3. #nascar
4. #CMAD
5. #MLKBreakfast
1. blog.generalmills.com
2. Adweek.com
3. StarTribune.com
4. MediaPost.com
5. AdAge.com
Behind the Brand | October 2014

31. 31
31
Erich Marx
Director, Interactive & Social Media / Public Relations
@ Nissan North America
@emarxe
Even after 20+ years with Nissan USA, Mr. Marx keeps his
marketing fresh by seeking out innovative ways to work with
imaginative agencies and invest in promising digital startups.
1. @DaxHamman
2. @normmacdonald
3. @1ad_dad
4. @DaveParkinson
5. @jimmyfallon
Talks Most With… Talks Most About… Shares Content From…
1. #GoogleAlerts
2. #nissan
3. #DigidayDBS
4. #Vandy
5. #motleycrue
1. YouTube.com
2. Mashable.com
3. Adweek.com
4. MediaPost.com
5. HuffingtonPost.com
Behind the Brand | October 2014

32. 32
31
Kaitlyn Wilkins
Global Director, Social Media @ Burberry
@KaitlynWilkins
After years of award-winning work with Social@Ogilvy,
Ms. Wilkins joined Burberry in 2013 where she’s helped the classically
British brand strut its stuff with innovative social programs.
1. @PeterLaMotte
2. @dlordship
3. @IanSohn
4. @unterekless
5. @ShilohNoelle
Talks Most With… Talks Most About… Shares Content From…
1. #SXSW
2. #LCM
3. #Burberry
4. #LFW
5. #canneslions
1. Vine.co
2. VanityFair.com
3. YouTube.com
4. Burberry.com
5. LinkedIn.com
Behind the Brand | October 2014

33. 33
31
Todd Wilms
(former) Head of Social Business Strategy @ SAP
@toddmwilms
As an enterprise marketer with startup DNA, Mr. Wilms helped
lead SAP’s global customers through the social media revolution
and onto the path to becoming true social businesses.
Mr. Wilms recently took a new position as VP Digital at Neustar.
1. @bryankramer
2. @mstribling
3. @setlinger
4. @RickCooper
5. @TedRubin
Talks Most With… Talks Most About… Shares Content From…
1. #SAP
2. #smm
3. #Marketing
4. #SocialMedia
5. #copywriting
1. Forbes.com
2. WordOfMouth.org
3. SocialMediaExaminer.com
4. Copyblogger.com
5. LinkedIn.com
Behind the Brand | October 2014

34. Meet the Brand Champions
Behind the Brand | October 2014

35. 35Behind the Brand | October 2014
Why Do Brand Champions Matter?
Brand champions are powerful advocates for their brand, and important signatures of
authenticity. After all, if the people responsible for creating the brand don’t reflect the core
values and lifestyle the brand promises, all the advertising in the world can’t help you!
What Makes Someone a Brand Champion?
We defined Brand Champions as people whose tone and content are consistently in strong
alignment with their brand.
Brand Champions are also the most likely to cross post from multiple networks through
Twitter, and to share more types of content, e.g. location check-ins, photos, and videos.
How Can You Become a Brand Champion?
Maybe this kind of “kindred spirit” with the brand is something you’re born with… but
anyone can review what they publish on social media and reflect on how well it aligns with
the values of their brand. And if you find they don’t line up – which one needs to change?
How Can You Reach & Engage Brand Champions?
In large part, Brand Champions are multi-media mavens – so show, don’t tell. A cold email
that talks about how creative and enthusiastic you are about their brand is likely to fall flat.
Think instead about how you can demonstrate the value of what you have to say in a way
that shows you “get” them and their brand.

36. 36
31
Jamie Coomber
Global Director, Digital Brand Marketing and
Communications @ Converse
@Jamiec
Combine the serious industry cred of multiple creative awards with
the effortless street cred of being a Brit in NYC with a punk rock
streak and you’ve got a living example of the Converse brand.
1. @beckie_williams
2. @diplo
3. @iaintait
4. @SnoopDogg
5. @Anjali28
Talks Most With… Talks Most About… Shares Content From…
1. #FADERFORTCONVERSE
2. #chuckhack
3. #ldntoca
4. #happy
5. #Cali
1. Instagram.com
2. Foursquare.com
3. Spotify.com
4. YouTube.com
5. SoundCloud.com
Behind the Brand | October 2014

37. 37
31
Jay Cooney
E-commerce Social Media Manager @ OMNI Hotels
@HalftimeJay
As the man in charge of putting “heads in beds” at OMNI hotels, it
helps when your own social media feeds show you know a thing or
two about good food, good company and good places to stay.
1. @garinehm
2. @kerrybkennedy
3. @TedRubin
4. @carriekerpen
5. @MissDallasAlice
Talks Most With… Talks Most About… Shares Content From…
1. #SMMW14
2. #SMBDallas
3. #bisummit
4. #BlogWell
5. #Dallas
1. Foursquare.com
2. Mashable.com
3. Instagram.com
4. SocialMediaExaminer.com
5. OMNIHotels.com
Behind the Brand | October 2014

38. 38
31
Abigail Cusick
Senior Manager, Social Media @ BravoTV
@cusick
If you needed to cast a reality show about a hip New Yorker, narrating
the events of her daily life through movie quotes, song lyrics, and
humorous observations… Ms. Cusick would make that job very easy.
1. @marcomcgrath
2. @noashaw
3. @jimmyfallon
4. @tamcdonald
5. @ChristopherRenz
Talks Most With… Talks Most About… Shares Content From…
1. #Oscars
2. #SMWAOL
3. #SB48
4. #KillerLampreys
5. #Sochi2014
1. open.spotify.com
2. BravoTV.com
3. YouTube.com
4. SoundCloud.com
5. Instagram.com
Behind the Brand | October 2014

39. 39
31
Bill Johnston
Director, Online Community and
Customer Experience @ Autodesk
@billjohnston
An “unapologetic community builder”, Mr. Johnston has helped
large tech brands like Autodesk & Dell develop engagement and
realize value from their customer communities.
1. @jowyang
2. @kellings
3. @mpgeyer
4. @carlbass
5. @themaria
Talks Most With… Talks Most About… Shares Content From…
1. #octribe
2. #fusion360
3. #robotrev
4. #SXSW
5. #3Dprinting
1. SlideShare.net
2. YouTube.com
3. TheNextWeb.com
4. Forbes.com
5. TechCrunch.com
Behind the Brand | October 2014

40. 40
31
Chad Parizman
Director, Convergent Media
@ Scripps Networks Interactive
@Cparizman
Looking at Mr. Parizman’s Instagram is like watching HGTV, the Food
Network, and the Travel Channel all at once. Sprinkle in tech chops and
an eye for what’s next, and you’ve got a recipe for social brand success.
1. @malcolli
2. @Nagler
3. @JessBerlin
4. @ALewites
5. @Lauren_Hannah
Talks Most With… Talks Most About… Shares Content From…
1. #AdobeSummit
2. #SXSW
3. #WWESXSW
4. #grammys
5. #SocialTv
1. Foursquare.com
2. Instagram.com
3. SwarmApp.com
4. MapMyRun.com
5. YouTube.com
Behind the Brand | October 2014

41. 41
31
Marty St. George
Senior Vice President – Commercial
@ JetBlue
@martysg
With 25+ years of deep industry experience securely fastened under
his lap belt, is it any surprise that Mr. St. George’s leadership keeps
JetBlue’s customer satisfaction at a comfortable cruising altitude?
1. @AirlineFlyer
2. @heyprofbow
3. @MHJohnston
4. @NYC__Barbie
5. @Heather_Poole
Talks Most With… Talks Most About… Shares Content From…
1. #MH370
2. #FB
3. #avgeek
4. #BecauseItsTheCup
5. #Bruins
1. YouTube.com
2. BostonGlobe.com
3. Vine.co
4. NYTimes.com
5. WSJ.com
Behind the Brand | October 2014

42. 42
31
Caroline Watson
Social Media Manager @ H&M
@SweetCaroline83
Sorry agencies! Ms. Watson’s social feeds featuring tweets and
snaps of food, friends, and fun do more to show off the H&M
brand lifestyle than any carefully targeted Millennials campaign!
1. @MrMikeLobikis
2. @TristenS
3. @michaelmiraflor
4. @AKDawson
5. @highwattage
Talks Most With… Talks Most About… Shares Content From…
1. #NowPlaying
2. #Spotify
3. #grammys
4. #nyc
5. #SXSW
1. Instagram.com
2. Foursquare.com
3. open.spotify.com
4. NewYeezyResolutions.com
5. YouTube.com
Behind the Brand | October 2014

43. 43
31
Farryn Weiner
Senior Director, Global Creative and
Digital Communications @ Michael Kors
@jetsetfarryn
Ms. Weiner’s unique mix of luxe lifestyle content, digital savvy, and
social conscience has helped energize the Michael Kors brand,
recently making it the most tweeted about brand at #NYFW 2014.
1. @AdamAlpert19
2. @amandaweiner
3. @Austyntatiouss
4. @MusaTariq
5. @signoreD
Talks Most With… Talks Most About… Shares Content From…
1. #SXSW
2. #brazil
3. #Shanghai
4. #30under30
5. #china
1. Foursquare.com
2. Onstagram.com
3. JetsetFarryn.com
4. Forbes.com
5. LinkedIn.com
Behind the Brand | October 2014

44. 44
31
Lisa Weser
Senior Director, Marketing Communications,
U.S. Brands @ Anheuser-Busch
@LisaWeser
After years of award-winning work on the agency side, in 2012
this seasoned marketer was ready to join up with Anheuser-
Busch and claim her title as the “Queen of Beers”.
Behind the Brand | October 2014
1. @badgirlroar
2. @Zedd
3. @lisaderus
4. @ahampp
5. @swonderlin
Talks Most With… Talks Most About… Shares Content From…
1. #BudLightHotel
2. #MadeInAmerica
3. #Budweiser
4. #grammys
5. #Superbowl
1. YouTube.com
2. Instagram.com
3. USATODAY.com
4. Billboard.com
5. BuschJobs.com

45. Thank You!
Behind the Brand | October 2014

46. 46Behind the Brand | October 2014
We Energize and Humanize Business
Established in 2002, PureMatter is based in Silicon
Valley and helps global enterprise companies energize
and humanize their business through real time, social,
content and digital marketing.
We understand that technology doesn’t create brilliant
marketing programs; it merely serves to enhance
great ideas and energize human passion points.
We are proud of the many awards won over the last 13
years – Webby, Print International Design Annual, W3,
Graphic Design Monthly, Logo Lounge, Fast 50, ADDYs
and “2013 Content Marketing Campaign of the Year” by
the Content Marketing Institute and Disqus for
#90DaystoEllen – to name a few.
Our “Substance" Content Series of videos and webinars
features perspectives about marketing, technology
and social media. Contributors include a mix of
thought leaders from humanitarians like Ted Turner,
founder of CNN, to heads of marketing for Fortune 50
brands like Cisco, SAP and IBM. Most recently, we
launched Substantium (www.substantium.com),
which helps thinkers of substance in marketing,
social, technology and human behavior become
published authors.
Our President, Bryan Kramer, was named as one of the
“Top 50 Social CEOs on Twitter” by the Huffington Post,
a “Top 25 Influencer to Follow” on Forbes and one of
the “100 Most Influential Tech People On Twitter” by
Business Insider. Bryan’s first book “Human to Human:
#H2H” debuted in the Top 1% of business books on
Amazon. The #H2H moniker is shifting the paradigm
about how people think about marketing.
facebook.com/purematter
purematter.com/blog
@purematter

47. 47Behind the Brand | October 2014
Social Insights for Decision Makers
Leadtail came about from our desire to help B2B
marketing leaders tap into the power of social
media to get closer to target buyers and radically
improve their marketing strategies.
So how do we help today? Two ways:
We work with innovative companies to create
social media strategies and leverage social
insights research. Our team has developed and
implemented programs for leading business
brands and venture backed startups including:
WageWorks, Trend Micro, Adaptive Insights,
Peoplefluent, DNN, and NetBase.
We also publish social insights reports about
different decision maker groups such as digital
marketers, HR executives, and CFOs. These
reports are a must-read if you sell to businesses
and have been referenced in major publications
including: The Wall St. Journal, Business Insider,
Forbes, Huffington Post, Adweek, and
MarketingProfs.
Interested in collaborating on a future social
insights report?
Email us: hello@leadtail.com
LinkedIn.com/company/Leadtail
Leadtail.com/blog
@Leadtail