Susan Etlinger – Altimeter Group
Nearly 100 years ago, the French Surrealists invented a game they called « Le Cadavre Exquis » (« Exquisite Corpse »), in which they would collectively create a story using words and images. Today, customers, partners, friends, competitors and others collectively write and share the stories of organizations with which they interact. In this session, industry analyst Susan Etlinger will share examples of how both startups and established brands use social data to create a most holistic picture of their customer’s needs, wants and aspirations, and how startup entrepreneurs can use this data to build their brands and develop mutually valuable and sustainable relationships.
Filmed at the International Startup Festival 2013 in Montréal