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Aaron Strout

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What Marketers Want

January 11, 2010 By Aaron Strout 30 Comments

A couple of months ago, I wrote a post titled, The Start of Something Bigger? It came on the heels of Ants Eye View’s announcement that they had just joined forces with authors/consultants, Jackie Huba and Ben McConnell. Then last week white label community provider, Jive Software, announced that they had purchased listening platform, Filtrbox. All the while I watched with interest knowing that we had some big news of our own to announce in early January.

Let’s start with the news since I know that nobody likes to be left hanging. Today, I’m  proud to announce that Powered Inc is launching a full-service social media agency through the acquisition of industry leaders crayon, Drillteam and StepChange. The reason we’re so excited about this is because we feel that we are now better positioned to help brands (and their agencies) define and deliver comprehensive social media strategies that integrate with their traditional marketing mix. How shall we do this you ask? By leveraging tools and tactics such as Facebook, Twitter, blogger outreach, events, communities and mobile applications of course.

We felt like it was important to take this approach because up until now, marketers have lacked a “go to” resource that could meet all of their social needs. This does not diminish any of the smart, driven and successful other boutiques and consultancies out there that help their clients with their social initiatives but rather that none of them truly provide the end-to-end solutions necessary to meet all of a marketers needs — at least not with scale. While this may not have been a big deal in 2009 when the entire economy took a mulligan, it will be in 2010 as social media moves from experiment to mission critical.

Okay, I know you’ve probably got tons of questions. I’m going to try to preemptively answer a few below but you there will also be several opportunities to join us live this week:

  • Today (01/11/10) on Twitter at 1:00 PM CT for a live press conference (hashtag, #powered)
  • Tomorrow (01/12/10) on JaffeJuice: New Marketing Podcast.
  • Thursay (01/14/10) on the Quick-n-Dirty Podcast show.

As for the answers, here goes…

Why didn’t Powered just develop these additional social media capabilities?
We thought long and hard about the “build vs. buy” strategy, but in the end, we realized that we would dramatically increase our speed to market and add some serious talent (not to mention about 50 new brand relationships) to the Powered team by moving forward with these acquisitions.

Who are Crayon, Drillteam, StepChange?

  • Crayon brings extensive experience as a strategic social marketing consultancy to the table. They work with Fortune 1000 brands to develop strategies that positively impact customer relationships through the integration of continuous online conversations into traditional marketing programs. Crayon President Joseph Jaffe and his entire team will join Powered’s robust staff of marketers, content creators and social media leaders, with crayon and Powered immediately merging their capabilities.
  • Drillteam is an engagement marketing agency specializing in earned media.  Drillteam helps brands acquire and energize customer advocates, then sustain momentum through both offline events and online communities, and promotions on platforms like Facebook, niche blogs and Twitter.  Drillteam will retain its name and operate as a Powered company.
  • StepChange enhances a brand’s reach by extending presence into social networks and mobile platforms through Facebook development/applications, social site development, mobile/apps and Widget Ads.  StepChange will retain its name and operate as a Powered company.

Will Joseph Jaffe (Crayon) be staying on? If so, what role will he play at Powered?
Who is Joe Jaffe? Of course we’re kidding. Joe will play a big role in the new organization as “Chief Interrupter” of the group. He will continue to challenge the industry by providing prolific thought leadership, vision and guidance via his Jaffe Juice blog, podcast and TV show, keynote and panel presence at industry events and conferences, as well as his three books (Life after the 30-second spot, Join the Conversation and soon to be released, Flip the Funnel). More importantly, he will serve as a valued resource to Powered clients to “interrupt” the status quo, think through their social strategy and help conceive and flesh out unique and specific ideas and programs in the space.

Does the industry need another agency?
The industry certainly doesn’t need another agency that does the same thing as its predecessors. To be perfectly honest, we’re not exactly enamored with the idea of being called an “agency” at all. But this isn’t about us: It’s about the world’s largest, loved and important brands and what they need. Many members of our leadership team have lived, and successfully navigated through, several key advances in brand management, communication and emerging media innovation—led by the rise, fall and rise again of digital. We see the gaping void, disconnect or chasm between identification of need and the ability to fully deliver against that need. Social media is not another color on the media flow chart and it is not a subservient subset of digital either. Instead, we see social as a truly pervasive and transformational category in of itself that spans the entire marketing gamut—and even beyond it (touching P.R., customer service, R&D;, innovation and customer experience). For that reason, we believe that we will be one of the first—and certainly not the last—of specialist, best in class agents that are equipped, staffed and scaled to fully execute and activate against this growing capability, skill set, need and opportunity. 

What is a Social Agency?
A Social Agency or social media agency is an entity that assists companies and brands in the new world of conversational marketing. The confluence of digital, virtual and peer-to-peer networks is causing consumers to act more as a collective than ever before, and they are demanding a truly two-way conversation. We are looking to be the partner that will help brands enter and be successful in that conversation, by building a successful strategy that:

  • Connects business to social
  • Joins and manages network presence
  • Builds and manages branded communal spaces
  • Connects conversationally through mobile and physical events

The Social Media Agency is the horizontal layer that must be centrally managed but also closely integrated with all of the traditional vertical functions of marketing, such as media, interactive, PR and creative.

What else am I missing? A lot I’m sure. But as you kno
w, I’m pretty good at delivering updates real time through Twitter, Facebook, LinkedIn, my blog, etc. Oh, we’re also planning a couple of big blowouts at OMMA Social (January 26) and South by Southwest (SXSW Interactive) in mid-March.

Let’s get it on!

Filed Under: Blog Tagged With: aaron strout, agency, CMO, crayon, drillteam, Greg Rau, Greg Verdino, Jen Van Der Meer, joe jaffe, Ken Nicolson, Kevin Tate, marketers, Powered Inc., social media agency, stepchange, Steve Kleinberg

Comments

  1. Stuart Foster says

    January 11, 2010 at 7:41 am

    Wow. Congrats guys. Excited to see what you are all going to create together. I officially have a lot more work to do.

    Reply
  2. schneidermike says

    January 11, 2010 at 7:45 am

    Congrats Aaron and the new team. Very excited to see this team makes its mark.

    Reply
  3. Brett Petersel says

    January 11, 2010 at 7:54 am

    Congratulations! This is great, exciting news!

    Reply
  4. dwilkinsnh says

    January 11, 2010 at 7:56 am

    Great timing Aaron. I think the market is really primed for this kind of consultancy and centralized expertise. And you guys have the street cred and experience to provide real insight and fresh perspectives on this stuff.

    Reply
  5. Shey says

    January 11, 2010 at 8:10 am

    Congrats and best of luck Aaron 🙂

    Reply
  6. donsedota says

    January 11, 2010 at 8:15 am

    Extremely excited about this move and looking forward to a phenomenal year! Welcome crayon, Drillteam and StepChange!~Don Sedota

    Reply
  7. Aaron_Strout says

    January 11, 2010 at 8:16 am

    Stuart – thanks. we are excited about the possibilities.Mike – mucho obregado sir.Brett – looking for a good theme song for @Powered now. ;)Dave – we agree. and i appreciate the vote of confidence. hope you're doing well.Shey – thank you!

    Reply
  8. Ken Burbary says

    January 11, 2010 at 9:14 am

    Wow, that is some big news. Congratulations Aaron, I look forward to watching the exciting things that you and Crayon will do together. Bravo!

    Reply
  9. Jim Storer says

    January 11, 2010 at 9:22 am

    Congrats Aaron! This is a great move for Powered (and you). I look forward to seeing how you continue to evolve your offerings to serve the market. Great timing and additions to the team. Best of luck!Jim

    Reply
  10. Ann Handley says

    January 11, 2010 at 9:40 am

    Wow — big news! Congrats, Aaron. I look forward to What Happens Next!

    Reply
  11. Alexa Scordato says

    January 11, 2010 at 9:44 am

    Wow! This really supercharged my Monday morning. I think this announcement has huge implications for our industry and I'm very excited to see what the future has in store for you and the Powered team. I couldn't be happier for you!

    Reply
  12. Beth Harte says

    January 11, 2010 at 9:50 am

    Congrats Aaron! Looking forward to seeing what the new team does in 2010. Beth HarteCommunity Manager, MarketingProfs@bethhare

    Reply
  13. adamcohen says

    January 11, 2010 at 9:55 am

    Congrats again Aaron. Knowing both Crayon and Drillteam well (I'm learning more about Stepchange) this will be a compelling and powerful combination of forces, all of which will lead to bigger things. This is great news for the industry and most importantly, clients who will benefit. Cheers!

    Reply
  14. Kami Huyse says

    January 11, 2010 at 9:59 am

    Hey Aaron;Congrats on the news. I think that consolidation is in the cards for 2010. Kami Huyse

    Reply
  15. Ben McConnell says

    January 11, 2010 at 10:05 am

    well played, sir, and congrats!

    Reply
  16. Aaron_Strout says

    January 11, 2010 at 10:22 am

    WOW!!! Jim, Ken, Adam, Kami, Beth, Alexa, Ann and Ben — honored to have you stop by and share our excitement. We too are looking forward to what happens next. Looks like 2010 is going to be HUGE!

    Reply
  17. Max Kalehoff says

    January 11, 2010 at 11:14 am

    Congrats Aaron! Good luck with the new band!

    Reply
  18. Rachel Luxemburg says

    January 11, 2010 at 12:15 pm

    Congratulations Aaron & team!

    Reply
  19. Aaron_Strout says

    January 11, 2010 at 12:49 pm

    Max – thanks man. Let's catch up in NYC sometime soon!Rachel – mucho obregado!

    Reply
  20. David Glenn says

    January 11, 2010 at 2:01 pm

    Good stuff Aaron! Congrats! Let's talk soon about how mobile engagement might fit in the mix?God bless.

    Reply
  21. Aaron_Strout says

    January 11, 2010 at 2:32 pm

    Thank you David. We actually got some "mobile" capabilities via the acquisition of StepChange… but still happy to have that conversation sometime in the coming weeks.

    Reply
  22. Robin Grant, We Are Social says

    January 11, 2010 at 2:34 pm

    Hey Aaron – congratulations to you, Joseph, Greg and the rest of your newly enlarged team from everyone here at We Are Social in London and Paris.

    Reply
  23. Kellye Crane says

    January 11, 2010 at 3:02 pm

    Aaron- this is big news indeed. Congrats, and all the best to you and your growing team!

    Reply
  24. Aaron_Strout says

    January 11, 2010 at 5:40 pm

    Robin – thank you! Waving hello to London and Paris!Kelly – we have been blown away by the overwhelmingly positive response to date.

    Reply
  25. Eve Sangenito says

    January 11, 2010 at 8:03 pm

    Aaron– congrats on today's news. Very exciting and best of luck!

    Reply
  26. Jake McKee says

    January 11, 2010 at 9:17 pm

    As so many other have said, congrats! Wish you all the best in 2010!

    Reply
  27. Jackie Huba says

    January 11, 2010 at 11:06 pm

    Congrats Aaron! Very exciting news.

    Reply
  28. Aaron_Strout says

    January 12, 2010 at 8:42 am

    Eve – hey, so thrilled you stopped by. And I really appreciate the kind words.Jake/Jackie – you guys rock. I'm sure you know exactly how this feels. 😉

    Reply
  29. Dave Kerpen says

    January 18, 2010 at 11:17 pm

    Congrats Aaron! Great companies!

    Reply
  30. Aaron_Strout says

    January 19, 2010 at 10:28 am

    Thanks Dave. It's amazing that the announcement was a week ago and we're still getting great feedback! Such an exciting time to be in this space.

    Reply

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