When Cindy Chen, marketing director for Oreo at Mondelez International, says she uses social media to have a constant dialogue with consumers, she isn't kidding—as the cookie's Super Bowl Twitter win proved.
What's better for a company than bringing brand advocates together? John Smedley, president of Sony Online Entertainment, talks about easing the transition from online communities to real-life relationships.
Strategic shifts within an organization can create a culture of fear if not handled correctly. That's why Novartis CEO Joe Jimenez believes you can't over-communicate about change. Here's how getting specific gets people on board.
Sometimes managing a team is like herding cats. John Smedley, president of Sony Online Entertainment, says that's why his superpower of choice would be getting everyone to walk in the exact same direction.
When you're starting out, you need to make sure each person you hire embodies the culture you want to build—hard-working, smart, entrepreneurial. Once you do, strategy begins to take care of itself, says Bismarck Lepe, cofounder of Ooyala.