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Eric Weaver    

Global speaker on social business, marketing innovation & branding.

ERIC WEAVER is a veteran marketer who has helped build awareness, revenue and loyalty for household brands across the United States. Over his 25-year career as one of the very first digital marketers, Eric has helped numerous global brands like Clorox, De Beers, eBay, Ford, GE, Intel, Kraft Foods, Lincoln, Mattel, the Mayo Clinic, Procter & Gamble, RCA, the US Postal Service, and the Clinton Administration build and extend their brands online. He got his start in what we now call social media as a community and content manager at America Online in 1990.

Eric’s teams have launched the Lincoln Navigator, the BMW MINI, Ultra Cascade, the Lincoln LS, Mercury Sable, and Sebastian hair-care products. In 1998, Eric launched the first enterprise social network for MCI. These days, as Chief Social Officer, G-14 for Mediabrands, one of the world’s largest ad agencies, he focuses primarily on helping companies understand ongoing shifts in culture, commerce and media, and measuring the performance of advertising, content and engagement. Most recently, Eric has provided social business counsel, social marketing strategies, and executive training to Alaska Airlines, Hewlett-Packard, Holland America Line, HTC, IHOP, Intel, Jack in the Box, Janssen Pharmaceuticals, Microsoft, Starbucks, Tempur, UPS, and many others. He also uses social media to build awareness for causes like clean water, alleviating poverty and local homelessness.

Eric has served as an adjunct or guest lecturer at the University of California at Berkeley, Pepperdine University, Dublin City University, the University of British Columbia, the University of Washington, and the National University of Ireland. He speaks globally on social marketing, social good, and marketing ethics – and has been quoted in AdAge, Brand Republic, BusinessWeek, Fortune, Hoover’s, Inc. Magazine, MediaPost, MediaWeek, the Seattle Times and the Washington Post. In 2014, he was recognized as one of the “Top 50 Marketing Thought Leaders Over 50″ by Brand Quarterly. He graduated summa cum laude from Xavier University, and lives with his wife in central London.

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THE GREAT SOCIAL MEDIA CRISIS OF FAITH

Synopsis: Organic reach has crashed. Content isn’t being seen. Facebook has become a paid channel. And brand social teams are struggling to justify bigger budgets to overcome these issues. But CFOs are no longer happy with soft metrics like Likes and Retweets. Despite their belief in the power of social as an impact channel, CMOs and social teams are beginning to question their efforts – and investments.

Running a high-performing brand social department requires a new look at process, tools and measurement – an approach that provides financial impact metrics that justify costs.

Mediabrands’ Chief Social Officer Eric Weaver will show real-world examples of what is happening to brand social efforts, discuss practical approaches to process, and examine new tools that show the fiscal impact of being a social brand. Attendees will walk away with new approaches and tools to consider for 2015.

Presentation Length: :30 (:25 preso + :05 Q&A) or :60 (:45 preso + :15 Q&A)

Audience: COOs, CFOs, CMOs, VPs and Directors of Marketing, Analytics professionals

Previously Seen At: Chief Digital Officer 2014 Forum, GetSocial 2014, eBev 2014

Reactions: @Hugh_Griffiths #digitalofficer14 @weave ‘Must see’ presentation on the use of @GetPerformly for CDOs to value Social.

SOCIAL BEHAVIOR: WHY WE DO WHAT WE DO

Synopsis: Why do people prefer to engage with brands on social pages? Why do teams that physically touch one another perform better? Why do students that use Twitter for collaboration fare better than others? Why does our brain chemistry change when our phone rings? Why will a silly, inexpensive video change negative brand sentiment when a PR campaign won’t?

Social media discussions have shifted from tools to behaviors, and people don’t always behave the way we expect them to. In this talk, veteran digital marketer Eric Weaver will discuss online social behaviors and show how emotions trump logic in most social settings. Attendees will see social sites and human behavior a bit different and will have new ideas toward how to engage, influence and activate consumers based on behavior rather than messaging.

Presentation Length: 35- to 40-minute keynote with 20 minutes for Q&A

Audience: COOs, CFOs, CMOs, VPs and Directors of Marketing, VPs and Directors of Customer Service, VPs and Directors of Corporate Communications/PR, strategists

Previously seen at: University of California at Berkeley; Dublin City University; 140 Characters NYC; National University of Ireland

Reactions: @iamkhayyam: Just saw that @weave fellow from Tribal at #140conf – he is smart, I like him, it was #emotional :)

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