Social Media Case Studies, Social Media Strategy, Social Media Marketing, Twitter Top 20 Interviews

Joseph Jaffe – The Twitter 20 Twinterview about Social Media and Conversation Marketing

loading e2809cjaffe juicee2809d 1 Joseph Jaffe   The Twitter 20 Twinterview about Social Media and Conversation MarketingJoseph 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 icon smile Joseph Jaffe   The Twitter 20 Twinterview about Social Media and Conversation Marketing 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? icon sad Joseph Jaffe   The Twitter 20 Twinterview about Social Media and Conversation Marketing 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 icon smile Joseph Jaffe   The Twitter 20 Twinterview about Social Media and Conversation Marketing

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 icon smile Joseph Jaffe   The Twitter 20 Twinterview about Social Media and Conversation Marketing LT publishing becoming harder; so hard to break through with all the free IP out there
  • http://www.jaffejuice.com/ Joseph Jaffe

    I’m very proud that I kept all 20 responses to 140 chars or less. Big deal for me :)

  • http://www.jaffejuice.com Joseph Jaffe

    I’m very proud that I kept all 20 responses to 140 chars or less. Big deal for me :)

  • Jason Baer

    Joe – I’m amazed you could do it. Certainly, asking pre-designed questions in 140 characters is A LOT easier than answering them cold. Terrific job, and thanks.

    j

  • Jason Baer

    Joe – I’m amazed you could do it. Certainly, asking pre-designed questions in 140 characters is A LOT easier than answering them cold. Terrific job, and thanks.

    j

  • http://twitter.com/exacttarget/status/954498067 ExactTarget

    Joseph Jaffe – The Twitter 20 Twinterview a/b Social Media & Conversation Marketing http://tinyurl.com/4u8ldp via @jaybaer – Great Insights!

  • http://twitter.com/exacttarget/status/954498067 ExactTarget

    Joseph Jaffe – The Twitter 20 Twinterview a/b Social Media & Conversation Marketing http://tinyurl.com/4u8ldp via @jaybaer – Great Insights!

  • http://twitter.com/djwaldow DJ Waldow

    Jason and Joe –

    Very interesting stuff. I followed it live. Short and sweet – the power of Twitter. I think Q/A #5 was the best:

    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

    I’d agree that this is where companies struggle – our company included. Thanks again.

    dj

  • http://twitter.com/djwaldow DJ Waldow

    Jason and Joe –

    Very interesting stuff. I followed it live. Short and sweet – the power of Twitter. I think Q/A #5 was the best:

    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

    I’d agree that this is where companies struggle – our company included. Thanks again.

    dj

  • http://adage.com/adages/post?article_id=120341 Artie

    Love this Twinterview idea. That said I still think that “overpromising and superficial delivery” is Jaffe’s speciality …

    Artie’s last blog post..Web 2.0 Cured My Cancer and Made Me Taller — and Rich!

  • http://adage.com/adages/post?article_id=120341 Artie

    Love this Twinterview idea. That said I still think that “overpromising and superficial delivery” is Jaffe’s speciality …

    Artie’s last blog post..Web 2.0 Cured My Cancer and Made Me Taller — and Rich!

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