There's nothing quite like the feeling of having an internationally recognized evangelist or industry influencer as part of your inner-circle of relationships. How is that relationship built? How do you establish trust within the relationship? John Morgan helps entrepreneurs position themselves as leading authorities in their industry. In this discussion, John and I talk about how to create real relationships with industry Influencers. How do you reach them and truly engage them in a discussion? This is becoming more important as the street noise gets louder and relationship ties become weaker. Have a listen... Discussion Highlights 00:30 What is an 'Industry Influencer' 02:30 How do I find industry influencers 04:05 Physical relationships vs virtual relationships 06:15 Creation of Influencer networks 07:45 Developing trust based relationships 10:10 How to build Influencer engagement 14:55 Action strategy for engaging an Influencer People Mentioned DJ Waldo, Scott Stratten (UnMarketing), Bob Burg (The Go-Giver), Michael Wu, Jeff DeVerter, Seth Godin, External Resources About John: http://johnmichaelmorgan.com/about/ Web Site: http://johnmichaelmorgan.com/ Book: Brand Against the Machine http://www.amazon.com/Brand-Against-Machine-Marketing-Competition/dp/1118103521/ Twitter: https://twitter.com/johnmorgan
Discussion Hightlights 00:10 Internal staff responsible for external marketing 03:50 25 most social enterprise brands (eBook) 05:45 Series 'B' funding for $15M for Sprinklr 07:00 Three to five year vision for social media and corporate integration Jeremy and I worked together on a campaign a few years back that made internal employees of a company responsible for the messaging that was coming out of the back office. Secretaries, HR, accounting, finance... all were responsible for disseminating information to everyone they touched as part of their everyday work process. Listen as Jeremy gives some examples of how this works and how you might incorporate the ideas into your company. He is extending some of those ideas as he works daily with some of the largest brands in the world: Samsung, Sears, Virgin America, Dell, Cisco. His new eBook, "Best Practices from the World's Most Social Big Brands", is available for download on his site. Take a listen, download the eBook and then start creating your own, internal social campaign. External Resources About Jeremy: http://www.sprinklr.com/about-sprinklr/leadership-team/ Blog: http://www.sprinklr.com/social-scale-blog/ Sprinklr: http://www.sprinklr.com/ The World's Most Social Brands (download): http://connect.sprinklr.com/acton/fs/blocks/showLandingPage/a/4248/p/p-000a/t/page/fm/0
Discussion Highlights 00:20 Buffer as one of his most useful apps 01:43 Superbowl ad, was it worth $4,000,000 for 30 seconds? 03:21 Social media is not for all campaigns 04:45 Thoughts on the future of brands: utilitarian marketing I have been a fan of Mitch Joel's for a while and finally had a chance to catch up with him when I spoke at the NMX conference last month. We start the discussion here by talking about an app we both like, but then, the conversation took a quick turn that startled me. Mitch uses a term I haven't heard before: utilitarian marketing. If you listen closely, you'll hear me stumble a bit because I didn't get what he was talking about. The example with Charmin is brilliant. It actually has me rethinking a couple campaigns I am working on. External Resouces About Mitch: http://www.twistimage.com/en/who-we-are/our-leadership/mitch-joel Website: http://www.twistimage.com/en Blog: http://www.twistimage.com/blog/ Twitter: @MitchJoel BufferApp: bufferapp.com
Discussion Highlights 0:00 Barriers to aligning the marketing team with the sales team 2:42 Using social media to reach individuals, not market segments 4:15 The architecture of unfolding your message 6:25 The core to developing a consistent, brand message A while back, I worked with Debbie Rosen and Jennifer Troxell at Global360 to help design and implement a marketing campaign to give international visibility to their BPM solution in the SharePoint space. In a year and a half, we were able garner two Partner of the Year Awards at the Microsoft WPC in 2011 and place the company in a position to be purchased by OpenText for $260 million dollars. For this interview, Debbie and I met in the lobby of the New Yorker Hotel on 8th Avenue in New York City. She was in town talking to clients about her new company, Sonatype. Our discussion centered around the ideas that Debbie has formulated on why marketing and sales teams are usually not aligned with their messaging. It's an interesting dilemma, because in theory everyone should be working from the same playbook, but something gets lost in translation. Is there a simple way to align the teams so there is a consistency in the messaging coming from the company? Have a listen. External Resources About Debbie: http://www.linkedin.com/profile/view?id=1664235 Sonatype: http://www.sonatype.com/ Open Source Software Security: http://en.wikipedia.org/wiki/Open_source_software_security
Discussion Highlights 1:20 Buyer empowerment through social media 2:45 Opportunities for sales in social and communities 4:40 Community building for enterprises 6:40 How to become engaged as a company in community and social networks 9:20 Compressing the traditional sales cycle 11:30 Who "gets" social media within the company Rebel is interested in building marketing strategies based upon a constantly changing playing field. In this discussion, we concentrate on the sales cycle and how the distribution of information is changing how your buyers interact with your company. External Resources Website: http://www.rebelbrown.com/ About Rebel: http://www.rebelbrown.com/meet-rebel/ http://www.linkedin.com/in/rebelbrown
Discussion Highlights 0:00 - Brands as an industry influencer 6:00 - Social media as part of an integrated marketing plan 10:15 - Business strategy and objectives of social media 13:35 - Relationship development as a strategy 16:15 - Examples of brands that "get it" 21:55 - Crystal ball to the future of social media Jure Klepic is a Business Marketing Consultant and Social Media Innovator, known internationally for his work with brands such as Givenchy, YSL, Chanel and Lancaster. I spent an enjoyable breakfast this morning with Jure during his visit to New York City, as we had an open ended discussion about his thoughts on social media and how it will find its place as a component in most marketing and branding strategies. External Resources About Jure http://jureklepic.com/about-me/ His blog http://jureklepic.com/ Huffington Post http://www.huffingtonpost.com/jure-klepic/
I've been following Mark's Schaefer's work for a while now. His blog, {grow}, is engaging as well as a great source of information for marketing and social media. In this discussion, we start with the current value of using Twitter and how it has changed over time. We end with a discussion on measuring real value, the true value of social media, within a business context. About Mark: Blog: http://www.businessesgrow.com/blog/ The Toa of Twitter: http://www.businessesgrow.com/us/ Return on Influence: http://www.returnoninfluence.com/
Margie and I are in contact with each other through twitter on a daily basis. She has some insights into the different ways to measure the value of engaging in social media as a business. How can you measure the true ROI of this type of engagement? "Social media is not free, it is a lot of time, and a lot of time in the business world is a lot of money." -- Margie Clayman In this discussion, we talk about the transition from looking for followers to developing a true measurement of business value. External Resources About Margie: http://www.margieclayman.com/about-2 Blog: http://www.margieclayman.com/ Clayman Marketing http://www.claymarcom.com/
I had a wonderful talk this morning with Alice Wilder, Director of Research and Development of Blues Clues and co-creator of Super Why, on how social media is affecting your child's education. You might have read about some of her research in "The Tipping Point" by Malcolm Gladwell. If you have children between the ages of 4 and 12, I highly suggest you follow Alice and her work. External Resources Alice Wilder: http://www.linkedin.com/pub/dr-alice-wilder/7/448/53b Blues Clues: http://en.wikipedia.org/wiki/Blue's_Clues Super Why: http://pbskids.org/superwhy/ Cha-Ching: http://www.cartoonnetworkasia.com/cha-ching/en/index.php
I met Dr. Michael Wu several years ago while doing research into community platforms. He is the chief scientist for Lithium Technologies. Micheal and I talk a couple times a year as I follow his work on the analytics of social media. In this conversation, we talk about his favorite subject, gamification. How do we use game design to drive behavior in a non-game context., such as work environments? Are we being manipulated to change our behavior when working with software? The answers might surprise you when you find out how ubiquitous it is going to be. External Resources Michael Wu: http://www.linkedin.com/in/michaelwuphd Science of Social Blog: http://lithosphere.lithium.com/t5/Science-of-Social-blog/bg-p/scienceofsocial Lithium Technologies: http://www.lithium.com/ Book: The Science of Social http://www.amazon.com/The-Science-Social-Followers-ebook/dp/B006ZNN602 Define Gamification: http://en.wikipedia.org/wiki/Gamification
I watched over the past year as Hugh Evans, CEO of the Global Poverty Project, created a formidable social media presence as he built a network of believers who not only helped spread his message, but allowed him to generate pledges for $1.3 billion in ten (10) months. I spoke with his social media coordinator, Mitch Hansen, last week about how the campaign was created and executed (link below). In this discussion, I talk with Hugh about how he intends to extend the engagement of his followers into his next project.. External Resources Global Poverty Project: http://www.globalpovertyproject.com/ Hugh Evans: http://www.hughevans.com.au/about Concert on the Great Lawn: http://www.nytimes.com/2012/08/23/arts/music/hugh-evans-29-force-behind-global-festival-on-great-lawn.html Mitch Hansen Interview: https://soundcloud.com/nothingbut-2/mitch-hansen
Lori is known as the "LinkedIn Diva". She has one of the largest networks on LinkedIn and is ranked in the top 25 of Social Media Influencers by Forbes. In our discussion, we talk about the value of LinkedIn, as opposed to Twitter or Facebook, and how she has extended her network through development of real world relationships. We end the discussion with the one thing you can do to help expand your audience through LinkedIn. It has to to with you and your profile. Have a listen. External Resources Lori on LinkedIn http://www.linkedin.com/in/loriruff Integrated Alliances http://www.linkedin.com/company/integrated-alliances Forbes Top 50 Social Media Influencers http://www.forbes.com/sites/haydnshaughnessy/2012/01/25/who-are-the-top-50-social-media-power-influencers/
Josh Veselka is a Vice President of Production and Development at Linda Ellerbee's Emmy Award winning news channel, Nick. News. In this discussion, I talk with Josh about old style media and what it would take to move a large media rich company into the online and social stream. You might be surprised with some of Josh's answers. Take a listen and let me know what you think. External Resource: Nick News with Linda Ellerbee: http://news.nick.com/info/ Josh on LinkedIn: http://www.linkedin.com/pub/josh-veselka/4/175/a81