2010 Predictions from Social Media Breakfast Austin


Earlier this week, my friend, Bryan Person, invited me to be one of ten speakers to offer a prediction up for 2010. Bryan wisely segmented the group into categories (see below) so that you didn’t get the same prediction several times.

Wesley Faulkner | fundraising
Dara Quackenbush  | education
Sheila Scarborough | travel/small biz
Lisa Goddard | nonprofit
Mike Chapman | public policy/politics
Tim Hayden | media & events
Kathy Mandelstein | B2B Marketing
Aaron Strout | brands
Deirdre Walsh | B2B marketing & community
Jen Wojcik | recruiting

My prediction (branded online communities) comes about three quarters of the way through but I strongly recommend that you listen to all ten as you’ll find some interesting and useful insights.

What are your predictions for 2010?

Photo credit: Callie Richmond Photography

Two Questions: Netpromoter Score for Social Marketers?

The other day, my boss handed me a recent AdAge article by B.L. Ochman titled Two Questions Every Marketer Should Ask Its Social-Media Agency. He didn’t say anything but he had a smile on his face as he laid the article on my desk. The reason for the smile? B.L.’s two questions 1) Do they [the agency] walk the walk? and 2) do they have case studies were squarely in Powered’s wheelhouse when it came to prospecting for new customers.

Addressing B.L.’s first question, one of my top three priorities as the CMO of Powered is “walking the walk” or getting the company to eat its own dogfood. We blog (as evidenced here and on Powered’s blog), we podcast, we engage in Twitter, etc. and not just infomercial style. We also speak at quite a few different events (social and marketing focused) and webcast. For this reason, we can feel comfortable preaching to our clients that “content is king” and that “giving before you get” has a huge impact on a client’s return on investment.

As for B.L.’s second point, we are also big believers in case studies. To that end, we’ve worked hard with our customers like Sony and HP to come up with relevant write ups spelling out methodology and results. In the cases of Sony and HP, we were fortunate enough to have our numbers validated by MarketingProfs — in the first instance via a third party interview with our client at Sony, in the second, our client at HP actually co-presesented their results (key slide below).

In addition to liking B.L.’s Ochman’s two questions for the reasons I spelled out above, her article also got me thinking about how these questions are in some ways the equivalent of Fred Reichheld’s now famous and widely used Net Promoter Score (NPS). If you’re not familiar with NPS, it suggests that a barometer for any company’s customer satisfaction should come down to one question i.e. “How likely is it that [your customer] would recommend [your] company to a friend or colleague?” If marketers start thinking this way when chosing a partner to help them with “social”, knowing if the social media agency has in depth knowledge through practical application AND past success stories with clients seems pretty straightforward.

What do you think? Is this a good measure of a company’s social media chops? If not, what else is missing? Or do you agree with Chris Brogan who feels like companies may be missing the boat by focusing too much on case studies?

Back to School Podcast: Talking Future of Advertising with Simon Mainwaring


Simon Mainwaring is an author, blogger and speaker who comes from a big agency background (Wieden Kennedy, Saatchi and Ogilvy). Not too long after we started following one another on Twitter, I began noticing that Simon’s updates contained a large dose of valuable links to articles, blog posts and research reports. Many of these reports were on the intersection of social, digital, advertising and marketing — four areas that are all crucial to day-to-day role as CMO of Powered Inc

After featuring Simon as “Twitterer of the week” on my weekly podcast show with Jennifer Leggio, I decided to invite Simon to do a Back to School podcast with me to talk about the future of advertising. During our conversation, we discussed the following topics:

  • Advantages of social over traditional media (as summarized in his recent post on, top 10 advantages of social media over traditional).
  • Why Simon thinks social media is easier to measure than traditional media.
  • Ways traditional and social media “play nice in the sandbox?”
  • Why do you think more companies aren’t getting “social?
  • Why advertising agencies are having a difficult time “getting” it.
  • Examples of a few companies that are mixing social and traditional well.
  • A few blogs that Simon draws his inspiration from (I like the fact that this isn’t your traditional fare):

http://www.google.com/reader/ui/3247397568-audio-player.swf?audioUrl=http://powered-library.s3.amazonaws.com/shared/_podcasts/back_to_school/BackToSchool-06.mp3

To download this podcast, right-mouse click here.

If you want to hear more from Simon on “the Future of Advertising,” check out this Blog Out Loud video on Youtube.

Tiny Bubbles, Beancast Style

Sunday night, I had the privilege of participating in Bob Knorpp’s BeanCast show for the third time. This go around, I joined big thinkers, Joe Jaffe, president and chief disruptor at Crayon, Bill Green, owner of Make the Logo Bigger and Adverve and Matt McDermott, assistant creative director at, Renegade.

http://www.odeo.com/flash/audio_player_standard_gray.swf

During the show, we covered a lot of ground (Bob demands a lot of his guests):

  • Google’s realtime search – namely, will it make a difference and will marketers care?
  • Astroturfing – why it’s a bad idea.
  • Method’s “bubble” ad – should they have pulled it?
  • Augmented reality – does it have legs?
  • Abbey Klaassen – do we agree or disagree with Abbey’s assertion that advertisers are missing the boat on doing more around Super Bowl ads.

Great show. I highly recommend that you check it out here (mp3), here (show notes) or here (iTunes).