Description:

Everybody in marketing knows about CRM. But what about VRM? VRM, or Vendor Relationship Management, is the reciprocal of CRM or Customer Relationship Management. It provides customers with tools for engaging with vendors in ways that work for both parties. Doc Searls has coined the phrase "fourth party services" as a classification for user-driven services. In other words, there is a growing opportunity to be a company that advocates on behalf of the customer — just as your browser is supposed to be your "user agent". Companies like Virgin America, Zappos, Twitter or Evernote are doing fairly well here.

Some questions the panel will discuss:

• How do I do it right?
• Where do I begin?
• Who is doing it right?
• How do I manage my brand across many social media sites?
• Can I still be in total control?

Moderated by Boris Veldhuijzen van Zanten