Dr. Neil Hair

As is the tradition with the International Colloquium in Relationship Marketing the final day of the conference focuses on practitioner relevance of our theories. I was given the opportunity to start the day off with a presentation on how you monetize relationship marketing activities in social networks like facebook. The event was sponsored by the worlds largest professional marketing body The Chartered Institute of Marketing (my own professional body that grants licenses to practice with chartered status). The event was well attended, over 60 execs from all backgrounds, B2B and B2C. One thing that struck me listening to their questions and concerns about Web 2.0 was that European marketing managers are facing exactly the same questions as their American counterparts. Namely; how can I use essentially a personal platform such as facebook to make money? how do I engage my network to help further both personal AND business ambitions, what works and doesn't work? Why? I covered all of these issues in 40 minutes. Congratulations if you were there – my apologies if you weren't