Convince and Convert Blog: Where Social Media and Email Collide

Featuring Jason Falls, the head of social media at branding agency Doe-Anderson, author of the Social Media Explorer blog, and all-around social media nice guy genius. Jason submitted himself to the rigors of the Twitter 20 interview (20 questions live on Twitter) on November 14, 2008. Excellent questions and comments from viewers throughout, too. Thanks to everyone who participated.

(photo by Shashi Bellamkonda)

From Jason Falls’ Keyboard to You: Interview Transcript

1. @jaybaer: How do you describe your role at Doe-Anderson (branding agency in Louisville)?

• @jasonfalls: I advise our clients on social media strategy and educate them on using social media tools to communicate more effectively.

2. @jaybaer: How does your social media department intersect and interact with other parts of the agency?

• @jasonfalls: We are integrated within the interactive department but with a strong tie to PR. However, Doe-Anderson cross trains and pollinates.

3. @jaybaer: You’ve expanded the team over time. What do you look for in a social media professional? Conversation ability? Tech skills?

• @jasonfalls: You can’t be strong in social media programming and strategy without strong writing and conversation skills. Tech can be taught.

4. @jaybaer:(? from @geekmommy) Louisville doesn’t leap to mind re: social media/tech hotbeds. Easier or harder doing in from there?

• @jasonfalls: @geekmommy is just jealous she doesn’t live in Silicon Holler. The Internet dissolves geographic barriers. I do what I do anywhere. 
• @jasonfalls: And Louisville/Kentucky is responsible for @peterkim @mattcutts @pearsonified Drew Curtis, @robmay Profilactic, etc., etc., 

5. @jaybaer: What type of reporting and metrics do you focus on with your social media programs? Do you sync with interactive analytics?

• @jasonfalls: We do sync with interactive analytics but try hard to set expectations to match the goals. Reach, relationships, conversations.

6. @jaybaer: Lots of discussion around where social media belongs. PR, marketing, customer service, etc. What’s your opinion?

• @jasonfalls: Social media is an extension of good public relations, but should be a company-wide approach PR helps manage and facilitate

7. @jaybaer: Some say “listening” is an agency function, but “engaging” needs to be done by the client. Can the agency be the voice in SM?

• @jasonfalls: Tough one. Depends on the client. If they can’t communicate well, then Dear Lord, don’t let them do it. 

8. @jaybaer: What do you say to clients that are afraid of really communicating via SM, and ONLY want to listen? How do you conquer fear?

• @jasonfalls: The best way is to prove it to them - find a negative conversation and correct it. Show them how to turn the tide. Proof works.

9. @jaybaer: What’s missing then from most corporate social media programs you see today? What makes you say d’oh!

• @jasonfalls: Strategic thinking. they just throw “viral” crap out there and call it social media. GTive your fans something to talk about, do.

10. @jaybaer: I hear you there re: lack of strategy. Conversely, what’s the most overrated aspect of SM today? 

• @jasonfalls: Most overrated aspect is No. of followers. If you can’t get them to do anything, then what good are they…or what good are you?

11. @jaybaer: Do you advocate distinctly different outreach methodologies for bloggers and traditional journalists?

• @jasonfalls: Absolutely NOT. Problem with most PR is they’ve been reaching out to traditional media wrong. Bloggers are teaching us that.

12. @jaybaer: Very interesting. You’re saying treat journalists like bloggers, not the other way around? Relevant, focused pitching, etc.?

• @jasonfalls: Damn straight. Key to blogger outreach is relationships, same as traditional media. Why is this so hard for people to understand?

13. @jaybaer: Best examples of programs you’re really proud of? http://www.thestuffinside.com is legendary work. Others?

• @jasonfalls: Wish others thought so (StuffInside). A lot of my good work is internal coms. But the Beam Baja Twitter Tracker was good thinking. 

14. @jaybaer: Were you a bourbon guy before coming to Doe-Anderson and Kentucky, or is that just an occupationally-acquired taste?

• @jasonfalls: I’ve been a bourbon guy for a while. Raised in Kentucky. My father introduced me to Elijah Craig about 10 years ago. 

15. @jaybaer: A toast to you, sir. How did you gravitate from sports communications to PR and social media at an agency?

• @jasonfalls: I’m schitzophrenic. Heh. I’m a communicator. It doesn’t matter what about. Do your homework, build relationships, talk. 

16. @jaybaer: How does the agency world compare to client side marketing (or university side in your case)? Resources? Pace? Juggling?

• @jasonfalls: Agency life puts you behind the 8-ball for multiple clients at a time. It’s mind-boggling how much is expected. Not enough hrs. in a day.

17. @jaybaer: You did a lot of work in the education arena previously. What do you see from .edu in SM? How can they do it right?

• @jasonfalls: Education and social media? BWAHAHAHAHAHAHAHAHA. They’re so anal about “protecting” students I’m shocked they have Websites.
• @jasonfalls: Of course, I worked in college athletics. The NCAA is the biggest censor and fascist regime on the planet. SM and NCAA? Nope.

18. @jaybaer: You mentioned your kids (2 for me as well). Social media take a ton of time - often unpaid. How do you balance it all?

• @jasonfalls: I’ve gotta pretty damn cool, hardworking and tolerant wife, first of all. But you just have to put it down.
• @jasonfalls: I go dark some weekends and evenings until 8 p.m. because my kids come first. It’s not easy, but I don’t need to be big on Digg.

19. @jaybaer: Can you tell us a bit about http://www.twit2fit.com your social media wellness community?

• @jasonfalls: Twit2Fit started as a lark and is now motivating and supporting over 200 on the Ning site, countless others here.

20. @jaybaer: Last one. What’s your summary 140 character advice for social media success?

• @jasonfalls: Produce good content, treat people with respect, understand what goes around comes around and grow your network off-line, too.

Welcome. If you like the content here, consider susbscribing to my RSS feed. You can also find me on Twitter @jaybaer

Live from Marketing Profs Digital Mixer

Scott Monty, the head of social media for Ford, participated in a Twitter 20 interview on October 23 and answered a wide range of questions about social media at big companies, and his ideas for the future of conversation marketing.

Scott and myself and 248 other lucky folks were in Scottsdale for the Marketing Profs Digital Marketing Mixer.

Scott Monty Interview Transcript

1. @jaybaer: How do you describe your role at Ford?

• @scottmonty Strategist, evangelist and advisor within the the entire organization. My job, ultimately, is akin to a conductor of an orchestra.

2. @jaybaer: This is a new role within Ford? How did they handle social media before you arrived?

• @scottmonty It’s a new role; previous SM work was handled by Social Media Group, our agency of record. Their CEO @maggiefox is my #1 advisor.

3. @jaybaer: A lot of talk at this #mpdm conference about setting social media objectives. Do you have one for Ford, or several?

• @scottmonty We’re creating a global corporate social media strategy to guide us in everything we do. All depts, audiences, regions = complex!

4. @jaybaer: Auto is a many layered business. How do dealers view your work? Are they aware? Can and do they do their own social media?

• @scottmonty Dealers are at every level; some barely understand email, others want to use social media. They’re busy, but SM could boost CRM

5. @jaybaer: Interesting point about CRM. Do you feel social media is more an acquisition tactic or retention and brand loyalty tactic?

• @scottmonty Depends on how you want to use it. I’m more of a purist - I value creating awareness, changing perceptions, building relationships

6. @jaybaer: Ford is of course a large company. How does that help or hinder your social media efforts? It sounds like they’ve given you a lot of rope

• @scottmonty To hang myself with? Good news: I’m the sole appointed expert. Bad news: I’m only one person and I’m in constant demand.

7. @jaybaer: The company has a lot of agencies and other marketing programs. Do you actively coordinate the social media efforts with them?

• @scottmonty Yes. I sought out the Digital Marketing team early on and have connected with their agencies. International efforts are up next.

8. @jaybaer: You were at Crayon, a social media strategy firm previously. Differences in the in-house and out-of-house SM process?

• @scottmonty It’s much more complex internally than I had assumed as an external consultant. IT, legal, and general corporate politics abound.

9. @jaybaer: What social media programs/plans are you rolling out for Ford that have you excited (other than free Ford Flex rides at #mpdm)?

• Lots of stuff I can’t tell you about. Wide-reaching Twitter strategy; http://www.the2010mustang.com; bloggers at Media Drive Day

10. @jaybaer: In terms of your Twitter strategy, is it de-centralized? Several people, several accounts? How do you staff it?

• Our Twitter accounts will be distributed across departments, and in some cases will have teams on each account. We’ll ID who they R

11. @jaybaer: There’s talk about companies cutting SM budgets because it’s “experimental”. How do you balance SM and today’s auto climate?

• @scottmonty We’re committed to social media and building relationships - can’t go dark on that. Borrow against media budgets 4 low-cost SM programs

12. @jaybaer: Some say (including here at #mpdm) “Sure he can do it, he’s at Ford. I’m a small biz, I don’t even know the 1st step.” What is step 1?

• @scottmonty Step 1 is to find where your customers are online, and become part of that community. Listen, listen, listen. Then jump in.

13. @jaybaer: In today’s #mpdm luncheon @garyvee talked a lot about passion. Why are you passionate about social media?

• @scottmonty I’ve seen it as the future of marketing & communications for some time. And it’s all about talking with people, which I enjoy.

14. @jaybaer: I agree that SM is the future of marketing, but when will that future arrive? Still people not online, much less Soc Media.

• @scottmonty My best guess is some time within the next 3 years. I’d watch what happens in the newspaper industry as an indicator.

15. @jaybaer: Are you more of a Ford Flex guy or a 2010 Mustang guy? What else do you have coming out?

• @scottmonty I’ve enjoyed driving the Flex over the last 2 days, but I’m waiting for my Mustang to be delivered. We’ve got 2 new hybrids in 2009

16. @jaybaer: Your travel schedule is onerous. Is that helping or hurting your social media outreach efforts? Wi-Fi in the new Mustang!

• @scottmonty Now that would be dangerous! Ford & I both view my conference speaking gigs as a chance to tell Ford’s story & connect with people.

17. @jaybaer: You apparently have a Sherlock Holmes blog?http://bakerstreetblog.com Can you elaborate on that please?

• @scottmonty Another passion. I’m a member of the Baker Street Irregulars, the 75 year-old literary society. I merged my SM passion with that.

18. @jaybaer: It’s Elementary. You also have a co-blog with@cc_chapman on diners and dives (@diners). Recommended diners or go-to items?

• @scottmonty Diners are like politics - everyone has their preference, and all diners are local. I like the old Worcester diner car types.

19. @jaybaer: I imagine it’s been a bit of a whirlwind since you started at Ford (3+ months). What’s been most gratifying to-date?

• 1) The excitement of my arrival at Ford; 2) Seeing the faces of bloggers as they’ve had access to super-secret areas at events.

20. @jaybaer: The rules are still being written. What bugs you? If you could outlaw one component of social media, what would it be?

• @scottmonty Tough question. I suppose the general level of snarkiness & excoriation that happens on some sites. But that’s just human nature.

Joseph Jaffe of Jaffejuice and Crayon was the first interviewee in the Twitter 20 series from Jason Baer at Convince & Convert. 20 questions and answers live on Twitter. A twinterview.

If you sat in, I’d love your feedback and ideas in the comments below. Who would you like to see interviewed in in a future Twitter 20? Thanks for joining the conversation.

Joseph Jaffe Interview Transcript

1. @jaybaer: You’ve been in digital marketing for many years. How did you get involved in that area? Why not a fireman or an astronaut?

• @jaffejuice: Digital is the forbidden fruit…one bite & there’s no going back. Marketing’s always been in my blood; digital is the evolution.

2. @jaybaer: You’re from South Africa. What brought you to the U.S.?

• @jaffejuice: for all the wrong reasons…it was for love I will say that South Africa kicks global butt when it comes to creativity

3. @jaybaer: Your book and presentations talk a lot about “conversation marketing”. Is that really marketing? Or is it customer service?

• @jaffejuice: good twestion. It’s becoming more like customer service than traditional marketing; that said: marketing CAN be a conversation

4. @jaybaer: great interview with @comcastcares on your podcast. Hard to find good examples? Many killer conversations are invisible because they’re 1:1?

• @jaffejuice: maybe so, but 1:1 convo’s are increasingly finding their way to mainstream; also…as a proxy 1 @comcastcares = 1,000’s of 1:1’s

5. @jaybaer: What are the main impediments for companies really joining the conversation?

• @jaffejuice: first and foremost it’s about letting go in general and letting go of control specifically. Also learning to embrace negativity

6. @jaybaer: You talk about companies meeting consumers half-way in the conversation. What do you mean by that?

• @jaffejuice: It’s about partnership; working with consumers as partners; listening & responding; balance between too much & too little control

7. @jaybaer: Organizationally, who do you think should “own” conversation marketing?

• @jaffejuice: I talk a lot about “conversation depts” & a Chief Conversation officer; ideally entire org should own this; certainly NOT PR

8. @jaybaer: Because PR is about getting ink? What role do you see for agencies then in helping brands with their conversation marketing?

• @jaffejuice: you expect me to answer in under 140 chars? Presently structured, agencies are unable to deliver - commitment vs campaigns

9. @jaybaer: What’s the most overrated aspect of all this social media craziness?

• @jaffejuice: I guess it’s the fickleness & foolish search for the next big thing; coupled with a lot of overpromising and superficial delivery

10. @jaybaer: Conversely, what component or tactic are too many people overlooking in their social media and conversation marketing efforts?

• @jaffejuice: I have to fall on my sword and say Podcasting; the third place; on-demand audio; intimacy of convo with a “captive” listener etc

11. @jaybaer: On a side note, doesn’t conversation marketing preclude anything from being the next big thing? It’s about small things.

• @jaffejuice: Amen. The seeds of conversation are not magic beans

12. @jaybaer: How do you see social media and conversations fitting into the overall digital marketing universe? Or does it?

• @jaffejuice: No question that digital is a massive part of it, but many conversations do occur face-to-face; also don’t forget virtual worlds

13. @jaybaer: Do you support brands with outposts on Facebook et al? How can they build communities there?

• @jaffejuice: FB is an outpost; Fan pages don’t work; groups are great when they’re consumer supported; brands need to catalyze existing grps

14. @jaybaer: You were an agency guy at Chiat/Day. Frustrations being the digital guru?

• @jaffejuice: absolutely; working out the broom closet; removing one dagger for another wasn’t fun; org just wasn’t ready for change

15. @jaybaer: You work with a lot of big brands. Advantages o disadvantages on their ability to put your advice into action?

• @jaffejuice: I like working with big brands (e.g. Panasonic) & the small start-ups (e.g. ooVoo); both have much to gain & unique challenges 

16. @jaybaer: Talk about your firm, Crayon. http://www.crayonville.com What is the approach? How does it differ?

• @jaffejuice: we’re a strategic consultancy; most firms out there focus on execution &/or claim to understand strategy; also we walk our talk

17. @jaybaer: Crayon staff are located in many places, true? How does that work? Do you get together routinely, or is it mostly virtual?

• @jaffejuice: We’re a remote company, but try to meet at least once a week in person; for now, we’re concentrated in the North East

18. @jaybaer: You travel a TON. How do you balance that with your family, something a lot of consultants face?

• @jaffejuice: ugggh; it’s hard; next week I’m at the DMA in Vegas & then off to Mexico City; I’d rather complain when it’s not busy though

19. @jaybaer: How do you value blogging vs. podcasting vs. books vs. speaking? You said in your Podcast #111 you like it better than blogging.

• @jaffejuice: no question blogging has been more valuable than podcasting, but I <3 podcasting; book & speaking reach unduplicated audience

20. @jaybaer: Your book “Join the Conversation” http://jointheconversation.us is killer. More planned? Will long-form publishing survive?

• @jaffejuice: Talking with publisher in a few about #3 LT publishing becoming harder; so hard to break through with all the free IP out there

Starting Soon. Follow @jaybaer and @jaffejuice to see Questions and Answers.

I’m happy to announce a new Convince and Convert initiative - Twitter 20. On a regular basis, I’ll be interviewing social media and digital marketing luminaries on Twitter and posting the interviews here for review, comment, and posterity.

140 character questions (x20).
140 character answers.
In real-time.
On Twitter.

The URL for the program (which will take you to the collection of interviews) is http://www.twitter20.com For now, it will be a category here at Convince & Convert. We may give it it’s own site soon.

Friday, October 10 (noon eastern, 9am pacific ) - Joseph Jaffe

The first Twitter 20 interview will be on Friday, October at noon eastern, 9am pacific with Joseph Jaffe (@jaffejuice) whose blog JaffeJuice is a must read (and in fact is subscribed to by 4818 folks).

A digital marketing and social media veteran, Mr. Jaffe is now the President of conversation marketing consultancy Crayon, and is the author of Join the Conversation, How to Engage Marketing-Weary Consumers with the Power of Community, Dialogue, and Partnership

He’s also the author of Life After the 30 Second Spot, and produces a twice monthly podcast Across the Sound. 

I very much enjoyed Mr. Jaffe’s presentation at the ExactTarget Connections conference, and I’m honored that he’s agreed to be the first participant in the Twitter 20 interview series.

What Questions Do You Have for Joseph Jaffe? Leave Them in the Comments Below. Remember, 140 Characters or Less!