Emmanuel Brown knows how to engage his customers. As director for digital and content for Nike’s Jordan brand, he knows his customers inside-and-out and has been widely successful launching innovative, digitally-driven programs such as Jordan Breakfast Club. Talking to him at the Forrester Marketing Forum in Los Angeles, Jennifer Jones hears how he implemented these programs.
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Emmanuel Brown of Nike Jordan brand talks about their social marketing programs
Published by April 15th, 2008 in Marketing Voices. 0 CommentsLots of people have ideas about the best way to reach influencers but Rick Bruner, Director of Research and Industry Relations for Doubleclick gives three quick tips for how to reach the people who affect the thoughts of others. He also speaks to their powerful Touchpoint research results.
Corporate Social Media Use Blossoming Says New Study
Published by October 29th, 2007 in Marketing Voices. 0 CommentsBlogs and discussion boards are being used the most by corporate marketers. So says a new study directed by Prospero Technologies founder, Rusty Williams. Talking to Marketing Voices’ host Jennifer Jones, 31% of corporate marketers plan to spend more on social media in 2008; 35% have seen a positive return on investment from social media, but 41% don’t really know how to measure that ROI other than by engagement. The study is available at:
www.prospero.com.
Insights From Intel On Integrating Marketing, PR and Advertising
Published by October 1st, 2007 in Marketing Voices. 0 CommentsJennifer Jones interviewed Intel’s Nancy Bhagat, VP, Sales and Marketing Group and Director, Integrated Marketing at the Intel IDF Upload Lounge, on her strategy and challenges at melding marketing with public relations and advertising today. At IDF, professionals from various groups and skill sets teamed up to share their IDF experiences using social media side-by-side with more traditional marketing and communications efforts.
What’s Happening in Social Media and Mobile?
Published by September 17th, 2007 in Marketing Voices. 0 CommentsThe mobile phone is the link in the movement from a networked society to a more connected one. What does this mean for mobile marketers? Jennifer Jones spoke with Chad Stoller, executive director of Organic, a digital marketing agency, to gain his perspective on current opportunities.
Social Media Programs in a Professional Services World
Published by April 22nd, 2007 in Marketing Voices. ClosedDownload MP3
BearingPoint, one of the world’s largest management consulting firms, is implementing social media programs that are working well. Paul Dunay, their director of global marketing discusses just what challenges BearingPoint faced and how and what they decided to implement at the company. Dunay is a leader and innovator at integrated marketing programs that deliver cost-effective and profitable results and he has won numerous marketing awards.
Building a Corporate Culture for Social Media
Published by January 28th, 2007 in Marketing Voices. 3 CommentsDownload MP3
The best company cultures that work for social media are just like people who embrace conversations and two-way interactions — they are open, trusting and talkative. Jennifer McClure, executive director of the Society for New Communications Research talks to Marketing Voices host Jennifer Jones about corporations like IBM that embrace the idea of blogging employees (more than 25,000 IBM bloggers attest to this) and are willing to talk directly with their customers and employees. McClure also discusses how she would assess a company’s readiness for social media. Fear used to reign in corporate cultures, but McClure sees fear waning, as trust becomes more prevalent in Fortune 500 environments.
How to Implement a Corporate Social Media Strategy
Published by January 7th, 2007 in Technology and Marketing Voices. 6 CommentsDownload MP3
PodTech’s own Jeremiah Owyang, director of corporate media strategy, knows how to harness user needs, business goals and web technology to craft web programs. Talking with Jennifer Jones about his strategies for media implementation, Owyang explains how listening to the blogosphere, participating in the conversations, and building a community are instrumental to success. Jones and Owyang also answer questions from bloggers on the importance of establishing credibility using social media, news aggregation sites and whether blogs will ever become as ubiquitous as Google.
Pete Blackshaw of Nielsen Buzzmetrics Back by Popular Demand
Published by December 10th, 2006 in Marketing Voices. 4 CommentsDownload MP3
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.
Good Search Strategies from Bob Heyman of Mediasmith
Published by December 3rd, 2006 in Marketing Voices. 0 CommentsDownload MP3
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.
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