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JILL BERAUD
How do you change at the speed of culture? asked Jill Beraud, the one-time chief marketing officer of Victoria's Secret, who is currently the chief marketing officer and president of joint ventures, PepsiCo Beverages Americas.
Well, it's simple. Use the Internet, more specifically, use social media.
From Twitter and Facebook to blogs and YouTube every company is trying to figure out how to harness the power of social media to reach more customers, and to make more money.
If you want to engage consumers, you can't just talk at them. You have to have a two-way dialogue, she said, explaining that the old strategy of sponsoring a celebrity to sell your product doesn't work anymore.
Social media tools enable us to engage our consumers in real and meaningful ways, and most importantly, in ways that are meaningful to them, she added.
Under Beraud's charge,...