Thom Campbell, Intel’s senior media manager, sought pictures for the company’s multiply promotion, which ended on New Year’s Eve. This national promotion allowed users to upload their photos and then see their pictures on the NASDAQ OR Rueters Times Square boards. The promotion winners received a new Gateway computer featuring an Intel Core 2 Duo chip inside. Campbell and Jones talk about the promotion rules and marketing strategy used for the campaign.
Related Stories: IntelMultiply
You can’t buy attention. And if you want to be big, you first must think small. Those are some of the beliefs held by marketing guru Seth Godin. He helped to illuminate and define the power of the individual in business and society. Thinking small may be the single biggest shift in marketing today, and impressing four people (not four thousand) is how the best companies practice their craft. For many reasons, Godin believes that marketers now have the greatest moment of opportunity since the invention of the television, but taking advantage of the moment requires courage.
Given the Marketing Voices community requests, metrics for consumer-generated media and listening centered marketing are the core of my conversation with CMO of Nielsen Buzzmetrics, Peter Blackshaw. Metrics is the key challenge for all PodTech client companies, and especially for podcasting. Pete and I also talk about how the companies that will be successful are the ones developing both offensive and defensive radar for their customers. Nielsen is the leader in global measurement and it’s on the cutting edge of new ideas where they are establishing frameworks to give to marketers. Nielsen is just beginning to rank video, which is really in its infancy. Podcasting metrics are also elusive for them according to Pete, but they are working on it. Nielsen Buzzmetrics is the firm that helps companies promote and protect their brands through the measurement, analysis, and interpretation of CGM – or online word of mouth – across forums, message boards, social networking sites, direct company feedback, online communities and blogs.
Besides being CMO of Nielsen, Pete is a co-founder of the 2004 Word-of-Mouth Marketing Association (WOMMA). He is definitely one of the leaders of CGM marketing today and we’re very excited to get him on MVOICES again.
Lots of provocative thoughts from a search engine guru in this conversation with Bob Heyman, also a well known speaker on Internet marketing and the chief search officer at Mediasmith. He’s also credited with pioneering the agency side of search engine marketing. That’s pretty impressive, considering how search has taken over as THE place where people go first to get information on something.
Heyman believes that search is the most effective direct marketing medium ever devised. We discuss how search is now in the domain of the webmaster more than the CMO and he brings up some very relevant points as to why this should change.
A few lesser-known facts about Heyman: he is a Harvard grad with a law degree and a founding review editor of Comm/Ent, the communications and entertainment law journal. He co-wrote a rock opera called Rock Justice with Marty Balin of Jefferson Airplane/Starship. He was also an entertainment lawyer, represented Maria Muldaur (I assume many of the MVoices readers know her?) and Jefferson Starship and New Riders of the Purple Sage. I am sure I am showing my age here but Jefferson Starship was one of my most favorite groups. This is NOT how I came to find Heyman, but these facts sure make for great interview fodder.
Kevin Anderson is the blogging editor for Guardian Unlimited. He tells Jennifer Jones how “interactivity trumps celebrity” when trying to build a blog. It’s more important to write and build community, says Anderson, who calls the Guardian the most forward-thinking newspaper in the world. The traditional media have already changed as a result of blogging. Anderson is a great person to talk to about where it’s going next.
Peter Rojas, co-founder and editor-in-chief of Engadget tells Jennifer Jones all about his publication — why he started it, what makes it unique in the blogosphere and what the best way is to contact him and his reporters. Engadget offers obsessive daily coverage of everything new in gadgets and consumer electronics.
Pascal Levensohn, founder and managing director of Levensohn Venture Partners, discusses with Jennifer Jones how his firm uses blogging and podcasting to educate its audiences. Blogging at www.pascalsview.com since January 2005, Pascal finds that he has built deeper, stronger relationships with entrepreneurs given the blog’s unusual focus. The firm recently launched a podcasting series called VC-InsideOut that delves into current issues relating to entrepreneurs starting new businesses and corporate governance best practices for venture backed companies. The podcasting series is receiving praise from the VC community. Much of what LVP is doing with social media is applicable to every professional services firm.
Understanding what consumers are doing with new media is instrumental. Speaking together at the Dow Jones VentureWire Consumer Technology Ventures Conference, Larry Gerbrandt tells PodTech’s Jennifer Jones about iPod research that will move the needle for executives assessing podcasts.
Yahoo is making headway by being bold and thinking young. Jennifer Jones of PodTech interviews Marco Boerries at the Dow Jones Venture Wire Consumer Technology Ventures Conference about Yahoo’s strategies for connecting users whether they are on the road, at home or at work.
Bradley Silver, CEO of BrandIntel, the leader in analyzing consumer published content to advance decision making for brands, talks with Jennifer Jones about the ways corporations can determine the content of social media conversations. Looking back at what was said is important for benchmarking future success says Silver.
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Keith Benjamin, managing director of Levensohn Venture Partners speaks candidly about today’s average consumer’s social and buying habits and how they are affecting his investment strategy. Benjamin explains why marketers should be considering the impact of social media on their marketing strategy and programs.
Companies today are wondering about the best way to reach the blogging community with their corporate message. Marketing Voices host Jennifer Jones speaks with Steve Broback, the founder of the Blog Business Summit about the best practices for talking to the bloggers. The Blog Business Summit occurs in Seattle October 25-27, 2006.
Seagate Technology’s James Druckrey, senior vice president and general manager, branded solutions speaks out on how Seagate is viewing social media. He speaks to Jennifer Jones about why the company decided to set up a social media budget, what social media entails within Seagate, how the firm plans to use the media and how management measures its success.
Alan Kelly, CEO and founder of The Playmaker’s Standard, LLC and newly minted author of the book called the Elements of Influence suggests to MV host Jennifer Jones that what social media lacks is a coherent vocabulary/lexicon and ultimately playmaking ability for dissecting spin that is in the blogsphere.