An ad:tech NY panel answers the question of how smart marketers can harness the power of an enthusiastic fan base and navigate the potential minefield between passionate brand loyalists and critics.

Forward-thinking marketers are beginning to harness the power of an enthusiastic fan base. Giving consumers the ability to create their own advertising and spread their message globally, advertisers are forced to relinquish some of their control over marketing messages. How do smart marketers navigate a potential minefield between passionate brand loyalists and critics? How much control should you abdicate to consumers? What is the possible backlash? And most importantly, what advantage can be gained by allowing consumers to act as advocates for your brand?

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Presenter: John A. Stichweh, Director, Global Interactive Marketing, The Coca Cola Company; Ian Schafer, CEO and Founder, Deep Focus; Cory Treffiletti, VP of Media Services, Real Branding

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