Apr 10 2011

My Next Adventure: Janrain’s Huge Social Media Vision

Published by under marketing,social media

Over the past several years, I have seen a variety of organizations wrestle with the enormous implications of social media. Nothing less than the very DNA of the company must shift in order to take advantage of the power of your own customers.

The most advanced organizations are working through Jeremiah Owyang’s 8 steps of integrating social media into a corporate website. Step 7 of 8 is using social sign on, which allows users to log in with existing identity providers, like Facebook, Twitter, LinkedIn, Google, Yahoo and others.

Social sign on is, in fact, the core functionality that opens the corporate website to true social media experiences.

That’s why I’m excited to join the team at Janrain, as their digital marketing and social media strategist. Janrain has been the pioneer in social identity management for years. They understand better than anyone how crucial social identity management is because they have been focused on creating huge value for their clients by bridging the fluid, quicksand of social media fashions (since before My_____ was called MySpace) and real marketing challenges.

So far, most brands have just toyed with the idea of bringing social functionality into their websites, and those early experiments have not gone very far. But Janrain’s partners are different – they have a deep, institutional understanding of how social media is reshaping customer relationships, and therefore, marketing strategy. Janrain stands at the front door of creating social experiences, with critical technology for nearly every website.

Janrain Engage, their social sign on solution, makes it easy for digital marketing teams to integrate existing identity providers into their website. That means more sign ups, more sign ins, and more conversions. It means more opportunities to personalize messaging. It means a more relevant and useful site experience for every visitor.

And that’s just the start.

Janrain’s other products aggregate social profile data to feed into existing CRM systems, and create single sign on for website networks.

This is infrastructure that must just work – marketing teams need to focus on creating experiences, not on the plumbing. And Janrain has built the tools to take the pain out of creating social experiences.

I am incredibly proud of the Emerging Media practice I built at White Horse. The social media methodologies and the mobile marketing resources I created there will continue to move forward with a strong group of marketers, creatives, and problem solvers. And White Horse’s clients will build even more successful marketing programs than ever.

Thank you to everyone I worked with at White Horse. Your passion, commitment, vision, and downright grit got me to dig deeper than I ever have before.

And, I expect to dig even deeper still at Janrain. The solutions are real, and substantial. The biggest challenge now is seizing the fullness of the opportunity. Janrain is ready to deliver outstanding solutions to all of the marketers who can benefit from our technology – which is every website in existence. A tall order, to be sure. But that’s just how I like it.

Onward!

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Feb 18 2011

Downy Blows A Huge Social Media Opportunity

Published by under marketing

This is cross-posted on the White Horse blog – go there for all types of digital marketing goodness.

Recently, Downy fabric softener and Macy’s bedding department sponsored an event where comedian Mike Birbiglia slept in a Macy’s store window display for a week. People all over the world could watch “Mike in the Window” on Downy’s Facebook page, and see videos of him trying to sleep.

If you’re asking “why?” right about now, you are not alone. Continue Reading »

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Feb 15 2011

How Social Media Marketers Lie

Published by under marketing,social media

There are a lot of things that get my goat – but people that claim that social media is solely responsible for getting social media results is probably the worst.

In fact, there’s an entire marketing campaign ecosystem that goes in to pushing consumers into social channels, and then, if it’s good, they will share it with their friends.

That’s the subject of my new webinar with Lisa Osborne, White Horse’s Director of Media Services. Lisa and I approach marketing campaigns with an integrated mindset from the start – and we don’t get bogged down in territoriality between what is paid and what is social.

We talk through the benefits of this approach, and how to structure your own marketing efforts this way in our new webinar – which you can join for free tomorrow!

Register for the big event, and I look forward to the conversation!

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Feb 07 2011

Beckett-Style Ad Agency Pitch

Published by under marketing,Uncategorized

This really happened to a friend of mine, who wishes to remain anonymous.

It’s sad (or hilarious, actually), but true – this stuff happens every day. You have to love the creative process to keep going back for more punishment.

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Sep 02 2010

Why the Future of Music is Brighter Than Ever

Many hands have been wrung about the future of music. The music industry has seen year over year of increasingly steep declines for a decade. Think about that for a minute: in 2001, the business fell by 3%. In 2002, it fell another 11%. In 2003, it recovered slightly. But the dead cat bounce was confirmed in the subsequent years. The industry has posted double digit declines in 2006, 2007, 2008, and 2009. In 1999, the industry was $14.3 billion. In 2009, it was less than half – $6.3 billion.

Can you hear the clanging death bells? Music will surely die! This fate has been proclaimed everywhere, but, of course, misses the point completely. If we learned nothing else from the housing bust, let us at least remember that more isn’t always better – sometimes it’s just more. Continue Reading »

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Aug 25 2010

Solving the Content Challenge Will Move the Web Forward

Published by under curation,marketing,technology

The magazine industry is running a new campaign that declares that people surf online, but “swim in magazines.” On the one hand, it’s a rather obvious way to distinguish the (in some circles) questionable future of magazines. On the other hand, the ads are right. Continue Reading »

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Aug 04 2010

Is Your Marketing Program Threatened with Colony Collapse Disorder?

Published by under marketing

In 2006, bees started disappearing at an unprecedented scale. Entire hives would suddenly be abandoned by all of the worker bees.

The phenomena was so dramatic, and so startling, it was dubbed “colony collapse disorder.”

Since 2006, scientists have studied colony collapse disorder to determine why hives that were thriving suddenly started failing. The condition spread to hives in Europe, and possibly in Asia.

If you run marketing programs, you may see the similarities between bees and your own work. For long stretches, marketing programs can run in a pretty predictable way. Inputs of campaigns, media buys, research and targeting produce predictable results in terms of leads, sales, or brand awareness. Inputs lead to outputs. Just like bees use pollen to create honey.

But sometimes, suddenly, and for no obvious reason, marketing programs fail. This is “marketing collapse disorder.” And it’s happening now at an alarming rate. Continue Reading »

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Jul 29 2010

As E-Commerce Growth Flatlines, Video Differentiates

Published by under marketing,technology

E-commerce is hitting a wall. The growth in e-commerce is slowing, and it’s slowing fast (yes, that is a pun). From 2008 to 2013, the rate of e-commerce growth is projected to slow from 13% to 8%. Now, please don’t think me a Chicken Little. I’m not sounding a death knell. Obviously, growth is still growth.

But, if you work in the e-commerce sector, you are in for a bumpy ride. Until recently, the sector has seen 20%+ growth rates for years, which has made most e-tailer’s jobs pretty easy. The criteria has been pretty simple: have compelling product; have a trustworthy website;  offer good deals and service. Pretty simple formula for 20%+ growth.

But, Americans’ buying habits have largely shifted, and the incremental shifts that are still to come reflect the fact that the halcyon days are behind us. From now on, e-commerce teams will have to eke out gains just like everyone else. Continue Reading »

2 responses so far

Jul 19 2010

How to Never Get That First Dollar from the Customer

Published by under customer serivice,marketing

What do you expect for a dollar?

If you think your standards are low, think again. What’s the ratio of free apps on your iPhone, to 99 cent apps? How many albums have you streamed, vs. digital downloads you have bought?

Consumers expect more than ever – regardless of price point. Two factors contribute to this continual bar-raising in the consumer’s mind: Continue Reading »

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Jul 07 2010

Awareness Shifts From Campaign to Engagement Model

Published by under marketing,social media

Awareness Inc is one of the vendors that I reported on in my report on ten social media management platforms (download here).

In a sign of how fast the industry is moving, even before the final report was released, Awareness had made a major move to shift their platform and allow for a much broader range of marketing and engagement activities on their platform. This brings a lot of relevance to a strong platform for corporate marketers.

Continue Reading »

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