The Marketing Companion

social media in the workplace A lot of people are ga-ga over the "social enterprise," a nirvana state where every employee is a brand advocate blissfully tweeting and posting on behalf of the company each day. Obviously this is far-off dream for many organizations, and perhaps not even desirable (gasp). The issue came to the forefront again last week when the web blew up over possible legislation in the state of South Carolina banning the use of social media in the workplace. Outrageous you say? Unheard of? Dystopian? You might be surprised to know I agree with the legislation, and after Tom Webster heard my argument, he changed his mind and agreed, too. Luckily, we have the whole conversation recorded on our podcast this week. We also have a lively discussion of the best and worst Super Bowl ads ... and we have some pretty divergent views! Ready to listen to another awesome adventure with The Marketing Companion? Let's do this!

Please support our extraordinary sponsors. Our content is free because of their generosity.

 

gShift’s Web Presence Analytics platform provides agencies and brands with search, social and mobile content marketing data in one place. Monitor and report on an entire web presence. Create smarter, faster content through gShift’s proprietary data. Report on the engagement and performance of your content marketing investment.

Our podcast is also brought to you by Voices Heard Media. Please check out this tremendous resource for scaling social media engagement. Take a look at building an engaged and relevant audience through innovative new game, analytics, and polling platforms.

Direct download: TMC.42.mp3
Category:Social Media Marketing -- posted at: 7:54pm EDT

SoundClown In the latest edition of The Marketing Companion podcast, Tom Webster and I climb all over today's hottest marketing topics. Here's a sampling of our latest audio adventure:

  • Tom amazes Mark with his knowledge of the Seven Dwarves.
  • Cancelling Google Glass -- Is this a blip on the wearable tech radar or has Google set the industry back a step?
  • Under-used social media platforms -- Mark tried an experiment that increased his page views by more than 10X. Would it work for you? What platform seems to be attracting more thought leaders than any other? Clever ways to use a new Soundcloud with audio content.
  • Mark declares that they are the World's Dumbest Marketers. Tom agrees.
  • Personal marketing priorities -- What are Mark and Tom working on to get more bang for their marketing buck?
  • Mark's advice on the very first step you should tackle if you are starting a new marketing job.
  • Tom embarrasses himself by momentarily forgetting he is on mute.
  • What are most exciting digital trends? Mark and Tom weigh in the most interesting digital developments to watch. One of them could turn into a big business.
  • SoundClown. You need to hear it to believe it.

Now I know it's hard to believe we fit all of this into a 30 minute podcast. You're just going to have to hear it to believe it:

Please support our extraordinary sponsors. Our content is free because of their generosity.

gShift’s Web Presence Analytics platform provides agencies and brands with search, social and mobile content marketing data in one place. Monitor and report on an entire web presence. Create smarter, faster content through gShift’s proprietary data. Report on the engagement and performance of your content marketing investment.

Our podcast is also brought to you by Voices Heard Media. Please check out this tremendous resource for scaling social media engagement. Take a look at building an engaged and relevant audience through innovative new game, analytics, and polling platforms.

Direct download: TMC.41.mp3
Category:Social Media Marketing -- posted at: 3:00pm EDT

internet haters This week we scrapped plans for the podcast we had planned to address a controversy that emerged at Edison Research, Tom Webster's company. It was time for us to reflect on the great two-edged sword we all face on the Internet: the historically important opportunity to publish and be heard, and the vulnerability we face to be skewered without compassion ... or facts. Overall, the Internet is a good place. A VERY good place, in fact. But it is also a reflection of the human race and about 2 percent of the population discovers some psychological reward in being angry. Twenty years ago, a business could probably ignore those people without much damage but today there is a very real chance that strategy will make the problem worse. Big business or small, we must be aware of these risks and the appropriate responses. In this discussion, we cover ...

  • Guidelines for responding or not responding to Internet haters
  • The fear of toxicity ... real and imagined
  • Learning to handle trolls
  • When to go to the mat and when to walk away
  • Showing your true colors in the face of hate
  • Is 100 percent customer satisfaction possible?

Ready to do this thing? Here we go: Resources mentions in this episode The Infinite Dial blog post by Larry Rosin A six-step plan to respond to negative comments on the web Research on 98 percent customer satisfaction survey Illustration: Check out the beautiful peace sign art by Laura Barbosa

Please support our extraordinary sponsors. Our content is free because of their generosity.

gShift’s Web Presence Analytics platform provides agencies and brands with search, social and mobile content marketing data in one place. Monitor and report on an entire web presence. Create smarter, faster content through gShift’s proprietary data. Report on the engagement and performance of your content marketing investment.

Our podcast is also brought to you by Voices Heard Media. Please check out this tremendous resource for scaling social media engagement. Take a look at building an engaged and relevant audience through innovative new game, analytics, and polling platforms.

 

Direct download: TMC.40.mp3
Category:Social Media Marketing -- posted at: 7:32pm EDT

google pants We've had a great year on The Marketing Companion podcast and Tom Webster and I thought we would end 2014 with a bit of fun. We've compiled a few of the most hilarious highlights from our podcast so you can ring in 2015 with a laugh.  Nothing But the Funny Bits features some of our most popular "products" that got us laughing the hardest, including:

  • Google Pants -- The Party in your pants!
  • Ass Ads -- Monetizing your wearable technology
  • Mark and Tom's first movie "Drone Wars: Rise of the Machines" starring Arnold Schwarzenegger and Christian Bale as Jeff Bezos.
  • Prickstarter: When the BS is Getting Thick, Come be a Prick
  • Mark and Tom's Darn Good Content including Daily Affirmations, Cats & Kids, and Breaking Bieber.
  • Americans versus Europeans: Who has the best underwear?
  • Social media booktitles you will never see
  • Get a Room, The social media platform for lovers
  • The Worst Apps in the World
  • Sticker Shock, our therapy program for Facebook sticker addiction
  • The Marketing Companion Holiday Catalog including Social Media Action Figures, Facebelt and Magic Seth Ball

Thanks so much for supporting us and being part of our podcast in 2014. If you enjoyed our work, tell your friends, leave a review on iTunes, and help us spread the word! We enjoy bringing you the podcast and look forward to another fun and fascinating year of marketing discussions in 2015!

Please support our extraordinary sponsors. Our content is free because of their generosity.

gShift’s Web Presence Analytics platform provides agencies and brands with search, social and mobile content marketing data in one place. Monitor and report on an entire web presence. Create smarter, faster content through gShift’s proprietary data. Report on the engagement and performance of your content marketing investment.

Our podcast is also brought to you by Voices Heard Media. Please check out this tremendous resource for scaling social media engagement. Take a look at building an engaged and relevant audience through innovative new game, analytics, and polling platforms.

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Direct download: TMC39.mp3
Category:Social Media Marketing -- posted at: 11:23am EDT

Hosts Mark Schaefer and Tom Webster have been creating written, video, and audio content for years. In this episode, they share with you some of the lessons they have learned from the mistakes and victories they have experienced along the way.

 

Direct download: TMC.38.mp3
Category:Social Media Marketing -- posted at: 11:08am EDT

marketing companion
New from The Marketing Companion! Your favorite social media personalities as bendable action figures.
Just $12.99. Limited quantities available except for the Mark Schaefer edition. We have plenty of those.

One of my favorite activities is thinking and talking about what's coming next and there is nobody more fun to have that kind of discussion with than Tom Webster as we take on what's next in digital marketing. On the latest Marketing Companion, Tom and I introduce the Marketing Companion Holiday Catalog (and our new League of Legends Action Figures!) and dive into some things we're watching for 2015:

  • Why podcasting is having "a moment" and why agencies are behind a growing success
  • The mega-trend that may be forging all other digital trends
  • Billboards ... a trend?
  • The missing link to integrated marketing
  • Malignant complexity and its challenge to every marketer
  • Facebook -- are businesses going to be in or out? A flight away from Facebook and how it might play out.
  • The commoditization of Big Data and the trickle down to small businesses.

And many thanks to our friend Ralph Cipolla for the Awesome Graphic today! Ready to rock? Here we go!

Resources mentioned in this show

Content Shock post Old Spice integrated campaign Tableau software

Please support our extraordinary sponsors. Our content is free because of their generosity.

gShift’s Web Presence Analytics platform provides agencies and brands with search, social and mobile content marketing data in one place. Monitor and report on an entire web presence. Create smarter, faster content through gShift’s proprietary data. Report on the engagement and performance of your content marketing investment.

Our podcast is also brought to you by Voices Heard Media. Please check out this tremendous resource for scaling social media engagement. Take a look at building an engaged and relevant audience through innovative new game, analytics, and polling platforms.

Direct download: TMC.37.mp3
Category:Social Media Marketing -- posted at: 11:27am EDT

facebook changes our behavior I always find it curious when people compare our social media presence with our REAL presence in the "real world." What makes people think that Facebook is NOT the real world? Increasingly, we are beginning to see these lines blur. We create our personality on Facebook. But Facebook is also creating our personality. Facebook changes our behavior. Seriously. Recently, Facebook demonstrated how it can alter our moods by manipulating our content.  This is a company that can affect our opinions. New research shows that social proof on Facebook contributes to our view of our self-worth, quantifies the value of friends and shapes what content we share. Where will it lead, and in the near-term, what does this mean for marketers? Fascinating question, right? So fascinating in fact, Tom Webster and I devoted an entire podcast to it. This one covers a lot of territory in 30 minutes!

  • The power of social proof in our online marketing world
  • Content competition and the homogenization of our streams
  • How we are being "trained" on what to post on Facebook
  • The Facebook reward system that is creating our online personas
  • What are the implications for brand content
  • Could Facebook manipulate political campaigns? Is it already happening?

I'm sure you are anxious to get right into this one! Let's get on with the show! Resources mentioned in this show The Goldfinch: A Novel (Pulitzer Prize for Fiction) by Donna Tartt Suttree by Cormac McCarthy The Counselor by Cormac McCarthy Marketing Podcasts Dotcom by Jay Baer Original Atlantic article on Facebook numbers by Benjamin Grosser

Please support our extraordinary sponsors. Our content is free because of their generosity.

gShift’s Web Presence Analytics platform provides agencies and brands with search, social and mobile content marketing data in one place. Monitor and report on an entire web presence. Create smarter, faster content through gShift’s proprietary data. Report on the engagement and performance of your content marketing investment.

Our podcast is also brought to you by Voices Heard Media. Please check out this tremendous resource for scaling social media engagement. Take a look at building an engaged and relevant audience through innovative new game, analytics, and polling platforms.

Direct download: TMC_36.mp3
Category:Social Media Marketing -- posted at: 7:28pm EDT

personal brand Do you nurture your online personal brand? Or is your brand simply your personality? Does your personality create your brand or does your brand create your personality? Tom Webster and I had a disagreement on this and the discussion was so compelling we decided to create some content around this in the form of a podcast. In fact, Tom characterizes personal branding as a "load of crap."

  • What is the role of personality containment? Vulnerability?
  • Is there a formula for a personal brand?
  • Opportunities for power today that didn't exist 10 years ago.
  • Creating transferable assets with a personal brand
  • Are skills more important than "brand"?
  • Should you be creating a personal brand in your current company?
  • The Dark Side of personal branding
  • Personal networking, weak links and business value

We also talk about the very real crisis of addictions to Facebook stickers, also known as Sticker Shock.

At this point you are probably nearly frenzied. Am I right? Let's get to the podcast!

Resources mentioned in this podcast: Tom Peters: The Brand You 50 : Or : Fifty Ways to Transform Yourself from an 'Employee' into a Brand That Shouts Distinction, Commitment, and Passion! Christina "CK" Kerley

Please support our extraordinary sponsors. Our content is free because of their generosity.

 

gShift’s Web Presence Analytics platform provides agencies and brands with search, social and mobile content marketing data in one place. Monitor and report on an entire web presence. Create smarter, faster content through gShift’s proprietary data. Report on the engagement and performance of your content marketing investment.

Our podcast is also brought to you by Voices Heard Media. Please check out this tremendous resource for scaling social media engagement. Take a look at building an engaged and relevant audience through innovative new game, analytics, and polling platforms.

Direct download: TMC.36.mp3
Category:Social Media Marketing -- posted at: 7:29pm EDT

mobile commerce revolution

It seems at the end of every year, pundits predict that "this is the year of MOBILE!" And perhaps it is finally true. But as my podcasting partner in crime Tom Webster writes in his new book The Mobile Commerce Revolution: Business Success in a Wireless World (with co-author Tim Hayden), it is mobility, not just "mobile", that is changing the world. You are not going to want to miss this insightful discussion on the new Marketing Companion podcast about Tom's new book. You also do not want to miss our discussion of the world's worst mobile apps, which caused us to crack up so much we could not even speak! But we do eventually get to the meaty stuff like ...

  • The difference between mobile technology and mobility
  • Creating an app today is more about sociology and psychology than IT
  • How to adjust organizationally to the commerce revolution?
  • Why you should not be wedded to technology
  • What does a mobile commerce team look like today?
  • Why many large companies are failing at mobile commerce
  • The importance of removing institutional barriers to create meaningful apps
  • How would a small business start creating a meaningful mobile app?
  • Personalization versus privacy
  • A mobile strategy based on poop. Yes. It's true.

Yes, we cover a lot of ground in just 30 minutes. What's that you say? You can't wait a moment longer? Well let's get to it!

Please support our extraordinary sponsors. Our content is free because of their generosity.

gShift’s Web Presence Analytics platform provides agencies and brands with search, social and mobile content marketing data in one place. Monitor and report on an entire web presence. Create smarter, faster content through gShift’s proprietary data. Report on the engagement and performance of your content marketing investment.

Our podcast is also brought to you by Voices Heard Media. Please check out this tremendous resource for scaling social media engagement. Take a look at building an engaged and relevant audience through innovative new game and polling platforms.

Direct download: TMC.35.mp3
Category:Social Media Marketing -- posted at: 3:00pm EDT

ello govna The advent of Ello has been one of the most interesting developments of the year. The new social network promises a simple, ad-free platform to connect and share. Wait. Ad-free you say? In fact, the platform's founder, Paul Budnitz, has been making the media rounds proclaiming he "doesn't care about money." While there is probably more to this network than pure virtue, Ello is undeniably HOT, signing up 30,000 new users every HOUR. Many bloggers are trumpeting this little start-up as the Facebook killer but is that realistic? Is it possible? And when the stripped-down application offers significantly less functionality than the ad-free Google+, why is this even catching on? Is this something important, or simply a reaction to failures of other networks? Tom Webster and I could not resist exploring this topic on our latest podcast which is sure to get you thinking about social media platforms in a new way. This is a jam-packed 30 minutes and just a few of the nuggets include ...

The advent of Ello has been one of the most interesting developments of the year. The new social network promises a simple, ad-free platform to connect and share. Wait. Ad-free you say? In fact, the platform's founder, Paul Budnitz, has been making the media rounds proclaiming he "doesn't care about money." While there is probably more to this network than pure virtue, Ello is undeniably HOT, signing up 30,000 new users every HOUR. Many bloggers are trumpeting this little start-up as the Facebook killer but is that realistic? Is it possible? And when the stripped-down application offers significantly less functionality than the ad-free Google+, why is this even catching on? Is this something important, or simply a reaction to failures of other networks? Tom Webster and I could not resist exploring this topic on our latest podcast which is sure to get you thinking about social media platforms in a new way. This is a jam-packed 30 minutes and just a few of the nuggets include ...

  • Social media and the advertising "bargain"
  • Ello and the implications for brands
  • The economics of privacy -- Why don't Americans care?
  • The biggest problem facing Ello -- it's not what you think!
  • Dynamics of Ello may force better content
  • Economic models that are under-utilized on the web
  • Opt-in advertising for brands -- the future or a privacy nightmare?

Ready to roll? Here we go:

Resources mentioned in this podcast

Ello

Scott Monty

The questions that aren't being asked about Ello, a blog post by Douglas Karr

Please support our extraordinary sponsors. Our content is free because of their generosity.

gShift’s Web Presence Analytics platform provides agencies and brands with search, social and mobile content marketing data in one place. Monitor and report on an entire web presence. Create smarter, faster content through gShift’s proprietary data. Report on the engagement and performance of your content marketing investment.

Our podcast is also brought to you by Voices Heard Media. Please check out this tremendous resource for scaling social media engagement. Take a look at building an engaged and relevant audience through innovative new game and polling platforms.

Direct download: TMC.34.mp3
Category:Social Media Marketing -- posted at: 4:29pm EDT