The Marketing Companion (social media marketing)

Research shows that many traditional marketers have been slow to adopt new digital competencies. The college system is failing to prepare young people for marketing careers. What skillset does it take to succeed? Do you even need a college education to be in marketing today?

Direct download: MarketingCompanion.7.mp3
Category:Social Media Marketing -- posted at: 3:09pm EDT

A blog is one of the most important content engines for a marketing strategy yet breaking through is more difficult than ever. Mark Schaefer and Tom Webster discuss the industry changes that have made blogging more of a challenge and some ideas and strategies to break through.

Direct download: TheMarketingCompanion.6.mp3
Category:Social Media Marketing -- posted at: 10:22am EDT

Tom Webster and Mark Schaefer try cracking the code of Amazon founder Jeff Bezos' purchase of the Washington Post. What will happen when a digital revolutionary steps in to transform a 140-year-old newspaper?

Direct download: TMC5.mp3
Category:Social Media Marketing -- posted at: 10:34am EDT

In Episode 4, Mark Schaefer and Tom Webster explore the ultimate geekfest: Wearable technology. But let's look behind the glasses. Is this the beginning of the next marketing opportunity, or is it just not cool enough to catch on?

Direct download: TheMarketingCompanion.4.mp3
Category:Social Media Marketing -- posted at: 12:28pm EDT

Mark Schaefer and Tom Webster debate content quantity versus quality on the web. Do you need to be first and overwhelming, or is there an increasing emphasis on originality that will help your company become discovered by an engaged,  relevant audience?

Direct download: TheMarketingCompanion.3.mp3
Category:Social Media Marketing -- posted at: 9:53am EDT

Tom Webster and Mark Schaefer discuss the reality and mythology of entrepreneurship, innovation, the "Just Ship It" mentality and the romance of catastrophic failure.  Do you need to be "all in" to be a successful? Topics include:

  • The romance of catastrophic business failure
  • Why a "Just Ship It" mentality leads to problems
  • The true source of business innovation and progress
  • The untold side of the Apple story and survivor bias
  • The strategy paradox --why we don't learn from failures
  • Why you can't be Zappos
  • Is technology an enabler or a leveler of business innovation?
Direct download: TheMarketingCompanion.2.m4a
Category:Social Media Marketing -- posted at: 2:11pm EDT

The Marketing Companion Episode 1: Flouting Klout

  • Klout steps into the ring as a content creator
  • Influence at the top of the search rankings
  • Guest appearance by Ringo Starr as a talking apple
  • Is Klout re-defining "expert?"
  • The search for "warmer" search
  • Klout and corruption
  • The emotional hook of Klout
  • Could your Klout score become a global VIP card?
  • Will we be seeing Klout optimization experts?
  • What Klout does well.
  • Tom reads his spam

Direct download: The-Marketing-Companion-1.mp3
Category:Social Media Marketing -- posted at: 1:39pm EDT