Posts Tagged ‘Convince and Convert’

The Ultimate Social Media Quote

Tuesday, December 23rd, 2008

As I go dark for a few days to enjoy some family (and snow shoveling) time, I wanted to give you this quintessential social media quote - which I believe is suitable for cutting out and taping to your desk. Think about it as you consider your plan for 2009, which will be the Year of Marketing as Conversation.

I found it the other day in The Week magazine (which is a fantastic publication - it’s like a printed RSS feed of other magazine’s best stuff).

Men are born with two eyes, but only one tongue, in order that they should see twice as much as they say.

Thanks for all of your support of me and Convince & Convert this year. I adore your kind words, comments, retweets, consulting and speaking gigs, and conviviality and fellowship.

Despite the economy, I’ve never been more excited about a new year. The times they are a changing. I can feel it, and I hope to help you break out of the old conventions and norms and succeed with dramatic intensity in 2009.

Best wishes for a joyous and safe holiday.

- J

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Jason Baer

Seven Things About Jason Baer

Friday, December 12th, 2008

I didn’t really want to do this. You read the Convince & Convert blog for reasons that are no doubt unrelated to my personal proclivities and back story. But, I was tagged by Amber Naslund as part of a “blogger chain letter” type thing, and she asked me to participate. So, in the spirit of social media, here I go.

(Actually, with a paragraph’s worth of reflection, maybe this isn’t a bad idea. I fear that as it grows “social media” is already becoming too much about business, and not enough about PEOPLE - which is of course contrary to the entire point.)

7 Things About Me (that you probably didn’t care to know)

1. If I had the looks for it, I would love to be a game show host. I emceed a lot of stuff in high school and college, and I’m always the one to keep score in every board game or contest. Plus, I’ve managed to parlay my exceptional public speaking ability into a gig as the announcer for this weekend’s Flagstaff Figure Skating Club holiday exhibition. ;) Take that, Chris Brogan.

2. I co-founded the student radio station at University of Arizona, and I’m a total indie-music freak. Wife and kids notwithstanding, if I could pick any evening entertainment, it would be a concert by a new, buzz-worthy band in a small club with good beer (IPA, please), and a bartender that knows how to make a legit margarita. For the record, favorite bands presently include Radiohead, Arcade Fire, Okerrvil River, Spoon, Elbow, and the maddeningly inconsistent Ryan Adams.

3. I am a really, really bad gambler. Not in the “I have a gambling problem” kinda way, but in the “every time I gamble, I lose” kinda way. Seriously, every time. I have an almost otherworldly ability to defy even the most favorable odds and lose money. I chalk it up to two things. One, my general optimism leads me to believe I can of course hit the flush. Two, I think it’s some sort of cosmic joke that since I’ve been so incredibly fortunate in every other part of my life, I’ll have the planet’s worst gambling luck.

4. I struggle with spending enough time at home. I know this is by no means unique to me. Like social media carnival workers, Brogan, Gary Vaynerchuk, Jason Falls and countless others are away from their families a ton as they travel around to conferences and client meetings. The paradox is that as you get more widely recognized for having something worthwhile to say in any consulting paradigm, you end up spending less and less time at home. I’m thrilled with the early success of Convince & Convert, but truly concerned about being there consistently for my kids (7 and 10).

5. I review local restaurants via blog and podcast with my wife as “Hottie & The Fatso.” It’s a fun side project to work on together, gives me some additional blogging and podcasting experience, and is a killer tax write-off. If you’re ever headed to Northern Arizona, let me know and I’ll set you up with the inside scoop.

6. I’ve gotta take better care of myself. It’s one thing to be the Fatso for restaurant review purposes. It’s another thing entirely to play with fire. Fitness hasn’t been a priority for me since high school, and I have a pretty sketchy family health history. Need to get serious about about it (40 next year), but hard to take the first step, I’m finding.

7. My original profession was politics. I majored in political science in college, and was a professional political consultant from 1988-1992. I worked on several major campaigns, and was fascinated (still am) in the parallels between political campaigns and B2C marketing. Candidates aren’t so different from marketing soap, or cars, or pizza. I ran Senator John McCain’s direct mail program, and built his Web site when he ran for President the first time, in 2000.

Senator McCain is a truly great man, but I voted for Obama. I was looking for someone who could change things fundamentally, and had a generational perspective closer to my own. Fingers are crossed for the future.

Thanks for listening. You’ll now return to your regularly scheduled blog.

As part of this “tag you’re it” game, I need to select 7 participants/victims to carry the torch.

DJ Waldow
Jeff Rohrs
Jason Falls
Gary Vaynerchuk (via video, presumably)
Indra Gardiner
Francine Hardaway
Todd Defren

Your turn, folks. Here are the rules:

  1. Link your original tagger(s) and list these rules in your post.
  2. Share seven facts about yourself in the post.
  3. Tag seven people at the end of your post by leaving their names and the links to their blogs.
  4. Let them know they’ve been tagged

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Jason Baer

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

Friday, October 10th, 2008

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

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Jason Baer

Announcing Twitter 20 - Interviews on Twitter

Thursday, October 9th, 2008

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!

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Jason Baer