Citizen Marketer 2.1

Aaron Strout

Experts in the Industry: Ari Herzog (54 of 45)

By 3 Comments

Ari Herzog is an interesting guy. Listed on his Twitter profile as “online media strategist for business and government,” I know him mainly because of his blogging and Twitter efforts. What I like about Ari is that he’s not afraid to stir the pot. For instance, I can always count on Ari keeping me honest when he comments on my blog posts — something I’m not always good at doing with others.

Ari is also a Red Sox fan and a proflific Twitterer which always gives us something to talk about. With that as a backdrop, let’s see how Ari answered the five questions in the Experts in the Industry series:

In one sentence, please describe what you do and why you’re good at it.
I provide online media strategies, including social networking, online branding, and interactive marketing, for business and government. If you want to know why I’m good at it, google me.

How did you get into the world of online community, social media or social marketing?
Since writing for my college newspaper about the pre-web internet in the early 1990s, I’ve always been on the forefront of new technologies. While I’ve blogged since 2004, I didn’t focus on social media until the summer of 2007 while tossing job ideas during a bout of unemployment. I have over 10 years of experience in information technology, community journalism, and government administration; so it wasn’t a leap to decide to converge my skills and experiences and specialize in advising business and government leaders on the best ways to navigate the web and be more productive. You can read a recent interview with me at Social Media Today which includes more detail.

If you had $10 million to invest in one company and one company only based on their use of “social,” which company would it be and why?
This is a good question and it led to creative thinking. I suppose my introduction to social networks was in the form of “Sesame Street,” where I sat transfixed to the TV watching kids and creatures gather in a public space to gossip and befriend one another. I just received a Twitter message the other day about Elmo, so I’m clearly not alone in my memories. If I had the cash, I’d give back to the sustainable community by investing in Sesame Workshop.

Which business leader, politician or public figure do you most respect?
I read that Peter Kim passed over this question in his college essays. Not me. My college essay was about admiring former Massachusetts Governor Michael Dukakis.

In 1986, at age 10, I remember my father picking me up at school and we drove 30 miles into Boston for a “tea for two” (courtesy of a silent auction) with the governor. I remember him ushering dad and I into his conference room, where we talked about stuff I don’t remember, but I ate a cookie and had a drink. The hour-long meeting ended with an official photograph of the three of us. I’ll always remember that meeting and how he took the time to talk, share, and listen. That was one of the catapults that led me into working in government.

Would you join a toothpaste community? Why?
I’d join the community after some time to see its activity and take mental notes for how it could be replicated for other communities, e.g. organic farmers; but I don’t foresee my contributing any pearls of wisdom to a toothpaste community.

Freeform – here’s where you can riff on anyone or anything – good or bad. Or just share a pearl of wisdom.
To everyone who thinks Twitter and other microblogs are replacing blogs like “Citizen Marketer,” think again. Blogs are here to stay. They’ve been here for over a decade and they’re not going away anytime soon. For more on my take, I point you to a three-month-old riff on the subject on my blog: Why Blogging is Not Dying.

Experts in the Industry: Adam Cohen (27 of 45)

By Leave a Comment

It’s hard to say enough good things about my friend, Adam Cohen, partner at Rosetta and fellow Big Papelbon contributor. In my mind, Adam not only opitimizes how the business world and world of social should interact, he’s also a perfect example of someone that “pays it forward.” One other fun note about Adam is that he’s one of the first people I started following on Twitter. While that’s only been for a year and a half, that feels like dog years in the world of social.

Before I give him too much of a big head though, let’s see how Adam answered the five questions (as well as the questions submitted in the comments) in the Experts in the Industry series.
In one sentence, please describe what you do and why you’re good at it.
I am a partner at interactive marketing agency Rosetta, and I’m good at it because I hold myself and my team accountable to deliver value.  That sounds lame, but I’ve seen lots of consultants that don’t.  I’m passionate about building high performing teams and finding ways to exceed expectations.
How did you get into the world of online community, social media or social marketing?
A couple years ago a former client, Len Devanna, invited me to a social media cocktail hour sponsored by EMC in Boston.  It happened to Jeremiah Owyang’s orientation week at Forrester, and I had the opportunity to meet many folks in the social media industry.  Len told me that I would be hooked on this space and he was right.  I immersed myself in Twitter and started attending social media related events even though it was not directly related to my day to day work responsibilities.  I’m probably one of the few that started on Twitter first and added a blog later, in order to capture observations and conversations that need more than 140 characters.  I’ll always be learning, and most recently have been able to build social media into our agency starting with helping our clients listen to what their brands mean to the marketplace.  I continue to be amazed by and grateful for folks I have met through social media – they are willing to share and collaborate on ideas.  Aaron is one of them.
If you had $10 million to invest in one company and one company only based on their use of “social,” which company would it be and why?
Facebook has something going on that is different from other platforms.  Don’t roll your eyes.  While many folks in the social media business have embraced Twitter, Friendfeed and other services, Facebook has the most universal appeal to connect people.  My wife went from skeptic to addict in days.  Facebook has a low barrier to entry and is the ‘gateway drug’ of lifestreaming technologies.  If it is leveraged properly – mind you, people don’t go to Facebook to shop – it has the potential as an amazing marketing tool with the amount of data (demographic, behavioral, and preferences) available on each user. Privacy concerns aside, people are really using it to share experiences day to day.  
Which business leader, politician or public figure do you most respect?
Warren Buffet has been an inspiration because of his emphasis on value and people.  Berkshire Hathaway acquired a family friend’s successful business, and the transaction was about keeping the best people in place and letting them “do their thing” more confidently.  He doesn’t come in looking to tear up, break up, re-invent – he looks for a value proposition and solid management to execute.  Seems simple, doesn’t it?
I might.  A good angle I’d be interested in is a toothpaste community targeted at kids, adding advice, tips, etc to make it fun for them.  There has to be value outside of the product, otherwise it’s not a product I’m passionate about.  
Freeform – here’s where you can riff on anyone or anything – good or bad. Or just share a pearl of wisdom.
I have to share one of my favorite quotes, from Calvin Coolidge:
Nothing in the world can take the place of Persistence. Talent will not; nothing is more common than unsuccessful men with talent. Genius will not; unrewarded genius is almost a proverb. Education will not; the world is full of educated derelicts. Persistence and determination alone are omnipotent.
How many successful people do you know who weren’t persistent?  
Do you have a favorite Social Networking/Social Media medium, application or site? If so, why that one?
No doubt Twitter.  There is an “always on” conversation happening with smart people contributing.  More so than Google Reader, it’s been a constant learning source.  
Which non-social media industry person do you follow and why?
There are many, many folks on Twitter who don’t work in the social media industry but have something interesting to say and a compelling view point to add.    
How many folks do you think will read other’s answers before answering themselves?
Honestly, I tried not to but couldn’t resist.    
What does ‘Social Media’ or ‘Social Marketing’ encompass?
In your contest post of describing Social Marketing in 100 words or less, I defined it like adding “in bed” at the end of a fortune cookie.  Take any standard definition of marketing and add “leveraging personalized interactions” at the end.  Technology is a vehicle that enables those interactions but they are offline too.  
It would be interesting to ask these folks which of their peers who are being interviewed most inspires their work.
Leveraging social media is a natural extension of the ways my agency, Rosetta, helps our clients.  I’m working to build out a social media practice the right way, and so many folks in the #45in45 list have been resources to learn from.  Folks like Amber Naslund (@ambercadabra), Jeremiah Owyang (@jowyang), Peter Kim (@peterkim), David Armano (@armano) and yourself Aaron have provided phenomenal insight through their day to day contributions.  Ken Burbary (@kenburbary) and I are in very similar boats in our respective agencies and talking with him on a regular basis has provided a healthy sanity check.  This #45in45 series has shed light on many more folks to learn from that I didn’t know of previously.
From a business and marketing strategy standpoint, how do you track, converse, communicate and otherwise curate your various social media activities?
I’ve still got much to learn – I have not yet established a formal pattern or method for how I engage in activities, but I do spend time daily catching up on Google Reader, Twitter and other feeds.  There is a virtual fire hose of good content and it’s impossible to “drink” it all, but the more I drink the thirstier I get.  What I do know is that every day and hour I spend connecting and interacting with people has a direct correlation to the value provided in both directions.  I feel a blog post brewing about “Return on Engagement” applying both to personal involvement and company involvement in this space.
Thanks again for including me Aaron – and I think you should take all of these posts and make it into an eBook.  – Adam [Aaron: Thanks Adam!]

Experts in the Industry: Warren Sukernek (24 of 45)

By Leave a Comment

In the world of social media, I have friends and then I have “Friends.” Warren Sukernek – Director of Content Marketing, Radian6, falls into that second camp in a big way. I can’t remember how we first connected but it was on Twitter early last spring. Since then, we’ve chatted regularly via e-mail, direct message, phone and in person at one of Mzinga’s semi-famous BBQs last summer (picture below). Oh yeah, he’s also a contributor to our group Red Sox blog which makes for a good time during the season.
But enough about us… let’s get onto the questions:
In one sentence, please describe what you do and why you’re good at it.
I’m an online marketer, focused on establishing relationships with customers that are measurable and achieve results. Because the response is measureable, the results tell me when I’m good or sometimes, not. Hopefully, more often, they are good.
How did you get into the world of online community, social media or social marketing?
 I got into social media because I found it a very effective way to meet, network and learn from  business leaders, authors, and people with common interests beyond borders.
If you had $10 million to invest in one company and one company only based on their use of “social,” which company would it be and why?
It would have to be Twitter.  The growth has been phenomenal, even without a public business plan.  There is still a lot of upside as few companies have yet to capitalize on its ability to listen to customers, engage, and meet their needs.  Probably no surprise since no only am I a big user and fan, but I also write the Twittermaven blog. 
Which business leader, politician or public figure do you most respect?
 Obviously, the popular choice is President Obama.  But Warren Buffett is a business leader that is pretty inspiring. Sustainable longterm success and always having the conviction to do the right thing, even if it is against conventional wisdom.
As we discussed on that excellent blog post you wrote a few months ago, we don’t have passion for many commodities like toothpaste, ball bearings, or drain cleaner.  However, there is a lot of passion for how the products make us feel or what they do for us. So for a community focused on laughter and smiles sponsored by a toothpaste company, I’m in.
Freeform – here’s where you can riff on anyone or anything – good or bad. Or just share a pearl of wisdom.
I get to write on Aaron Strout’s blog on any topic I want? Then you know it’s got to be about sports and the Red Sox.  I can’t believe that pitchers and catchers are reporting in just a few weeks! That makes up for another dismal year from the same old Jets.  Anyway, the Sox seem to be well-constructed this year. Even with weak catching, I am convinced that we will beat the Yankees and Rays to win the World Series in 2009.  And in social media fantasy baseball, I am going to avenge my loss to Jaffe last year and crush him.

Experts in the Industry: Kyle Flaherty (15 of 45)

By Leave a Comment

Kyle Flaherty is the director of marketing at Breaking Point Systems here in Austin, TX. In a nutshell, there are three reasons why I pay close attention to what Kyle has to say:
  1. He is laser focused on creating awareness and lead generation for his company through the use of social media/online community, etc.
  2. This laser focus and experimentation is well-documented in Kyle’s blog (and he’s a good writer).
  3. In spite of coming from a PR background, he understands that “social” isn’t just about getting your message out there.
Oh, did I mention that he’s from Boston and is every bit a Red Sox, Patriots, and Celtics fan as I am? Just check out his comments in our group Big Papelbon blog. Enough about Kyle though, let’s see how he answered the five questions from the Experts in the Industry: 45 Interviews in 45 Days post:

In one sentence, please describe what you do and why you’re good at it.
I talk, write and engage about B2B technology, specifically network equipment performance and security testing; you can’t do this if you aren’t one part geek, one part communicator and all parts passionate.
How did you get into the world of online community, social media or social marketing?
Many years ago I was in a brainstorming session with a PR client in Houston who was looking to change the way they communicated with their audience about their 300+ products, I was reading Cluetrain at the time and shouted out “Why not a blog?” and spent the rest of the trip figuring out what that actually meant.
If you had $10 million to invest in one company and one company only based on their use of “social,” which company would it be and why?
There is really only one answer for me to this question, BreakingPoint. BreakingPoint is proving how effective the use of social marketing is within the B2B technology space for community building and lead generation…oh, and we’ve proved it. I’m completely biased, of course, but I moved my entire family from Boston to Austin to work for this company, that truly represents how strongly I believe in this company and HOW we are marketing and communicating.
Which business leader, politician or public figure do you most respect?
A man who handles a tough press corp, critical community base, sometimes difficult employees and enormous pressure every day with grace and enormous success…Terry Francona. [HINT: for you non-Red Sox fans, Terry or “Tito” as he’s called, is the manager of the Sox.]
Would you join a toothpaste community? Why?
No. I believe that the ADA is a government funded agency that is slipping nanotechnology into flouride to track our every move. Now Listerine…that community I’d head up!
Freeform – here’s where you can riff on anyone or anything – good or bad. Or just share a pearl of wisdom.
  • Laugh more.Don’t take yourself so seriously.
  • Don’t believe numbers tell the entire story of success.
  • Being on a list should never be a goal, it is only a result.
  • Influence can never be measured by a software program.
  • Keep your Facebook friends close, keep your real friends closer.

Recent Posts

Recent Comments

Categories