Show Notes

LInks to items mentioned in the podcast

Wednesday, December 11, 2013

FIR Interview: Joseph Jaffe and Maarten Albarda, authors of ZERO

ZERO"Our position is that a perfect storm is coming," say Joseph Jaffe and Maarten Albarda as an attention-grabbing way to start a discussion about ZERO: Zero Paid Media as the New Marketing Model, the new book by the two authors published by Wiley in October 2013.

It may already be here, adds Jaffe: "In the book, we introduce several key arguments - business, economic, consumer, media and creative cases - any of which could, by itself, be enough to be the straw that breaks the camel’s back, but when combined presents a perfect-storm scenario."

In this FIR Interview, Jaffe and Albarda describe the central premise of ZERO to co-hosts Neville Hobson and Shel Holtz, explaining their thinking and passion behind ZERO’s core principle: if media inflation continues to outpace and run away from economic inflation, the bottom may fall out the media model.

They explain the meaning behind each letter in the book’s title - Zealots (advocacy), Entrepreneurship (innovation), Retention (customer-centricity), and Owned Assets (direct-to-consumer channels).

The two men believe that "ZERO marketing" is all about slow burn and long tail. "It’s about using existing customers to gain new ones," they declare. "It’s about utilizing customers and advocates in innovative ways, leveraging existing assets as opposed to piggy-bagging on the borrowed interest and/or equity of middlemen."

Specifically written for C-suite executives who work for leading brands, ZERO: Zero Paid Media as the New Marketing Model is a ten-point action plan that responds to Jaffe’s and Albarda’s no-holds-barred call to action for corporations and their marketers to adapt or die amid an increasingly turbulent, changing, and dynamic media landscape.

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About our Conversation Partners

Joseph Jaffe and Maarten Albarda

[Above: The two authors of ZERO (l-r): Joseph Jaffe and Maarten Albarda.]

One of the most sought-after consultants, speakers and thought leaders on innovation, marketing, new media and social media, Joseph Jaffe is Founder and CEO of Evol8tion, LLC (www.startupsforbrands.com), an innovation boutique that connects early stage startups with established brands to partner via acceleration, pilot programs and/or investment. Evol8tion’s clients include Unilever, Mondelez International, Anheuser-Busch InBev, P&G, and Kraft Foods. He previously founded and ran social media boutique, crayon, before it was acquired.

Jaffe has authored four books, including Life after the 30-Second Spot, Join the Conversation, Flip the Funnel and now, ZERO - Zero Paid Media as the New Marketing Model (www.zeropaidmedia.com).

Maarten Albarda started his career as a media planner at JWT Amsterdam. Three years later he moved to Leo Burnett Amsterdam as Media Director. In 1991 he took on managing Philip Morris and P&G Europe, Middle East & Africa and relocated to London.

After eight years, McCann-Erickson tasked Maarten with the Coca-Cola Europe & Africa business. Two years later he moved with McCann to New York to take on global responsibility for Coca-Cola.

In 1999 Coca-Cola appointed him VP, Media & Marketing Asset Management to Coca-Cola Japan. The next four years were spent developing the first IMC World Cup campaign. In 2002 Maarten moved to Coca-Cola Germany to implement IMC for all brands and support the next World Cup campaign.

In late 2005 Maarten relocated to Coke’s headquarters in Atlanta as Director, Global Media and & Innovation.

In 2008, Anheuser-Busch Inbev was formed as the world’s largest beer brewer. Maarten joined the company’s NY HQ in September 2009 as VP, Global Connections with responsibility for all consumer touch points.

In early 2013 Maarten formed MLA Consulting, LLC. He delivers strategic consulting on Integrated Marketing to Fortune 500 marketers and serves on several Advisory Boards.

     
  • Connect with Maarten on Twitter: @malbarda.

FIR Community on Google+Share your comments or questions about this podcast, or suggestions for future podcasts, in the online FIR Podcast Community on Google+.

You can also send us instant voicemail via SpeakPipe, right from the FIR website. Or, call the Comment Line at +1 415 895 2971 (North America), +44 20 3239 9082 (Europe), or Skype: fircomments. You can tweet us: @FIRpodcast. And you can email us at fircomments@gmail.com. If you wish, you can email your comments, questions and suggestions as MP3 file attachments (max. 3 minutes / 5Mb attachment, please!). We’ll be happy to see how we can include your audio contribution in a show.

Check the FIR website for information about other FIR podcasts. To receive all podcasts in the FIR Podcast Network, subscribe to the "everything" RSS feed.

This FIR Interview is brought to you with Lawrence Ragan Communications, serving communicators worldwide for 35 years. Information: www.ragan.com.

Podsafe music - On A Podcast Instrumental Mix (MP3, 5Mb) by Cruisebox.

Posted by neville on 12/11 at 08:30 AM
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Tuesday, December 10, 2013

FIR Interview: Jeremiah Owyang on Crowd Companies and the collaborative economy

Crowd Companies

Jeremiah Owyang believes the next phase of sharing is upon us.

The first phase was of media and ideas, otherwise known as social media. The second phase is the sharing of the physical world, what we call the collaborative economy.

Today at LeWeb Paris 2013 - the largest internet conference in Europe whose theme this year is ‘The Next 10 Years’- Owyang launches his entry into the second phase with Crowd Companies, his newest endeavor and what he describes as "a catalyst for change at large companies."

In this exclusive FIR Interview, Owyang tells FIR co-hosts Neville Hobson and Shel Holtz about his vision for Crowd Companies leading the nascent collaborative economy into a more mainstream movement.

Owyang says that the primary focus of Crowd Companies is as a brand council that provides large enterprises with peer to peer knowledge, expert education from third parties and access to an innovation network of startups.

At launch today, Crowd Companies’ brand council comprises 20 large corporations including  GE, The Home Depot, Whole Foods, Intel, Hyatt, Ford, Western Union, Adobe, Nestle and Verizon.

Owyang says the council will focus on the Collaborative Economy Movement, addressing (and answering) questions including a foundational one - what role do companies play in this process?

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About our Conversation Partner

Jeremiah OwyangJeremiah Owyang is the Chief Catalyst and Founder of Crowd Companies, which focuses on how large companies tap the collaborative economy, maker movement, and customer collaboration. Prior, he was an industry analyst and Partner of Customer Strategy at Altimeter Group, an industry analyst firm based in Silicon Valley.

He focuses on how disruptive web technologies - such as social media, the collaborative economy, and interactive marketing - impact the relevance of corporations to customers today and in the future. He is well recognized by both the tech industry and the media for his grounded approach to deriving astute insights through rigorous research.

His blog, Web Strategy, is one of the premier blogs on how corporations connect with their customers using web technologies. Jeremiah is frequently quoted in top-tier publications, such as The Wall Street Journal, The New York Times, and USA Today.

Previously, Jeremiah worked at Forrester and at Hitachi, where he launched the company’s first social program. He was featured in the 2009 “Who’s Who” in the Silicon Valley Business Journal, and his Twitter feed was named one of the top feeds by Time in 2011.

  • Connect with Jeremiah on Twitter: @jowyang.

FIR Community on Google+Share your comments or questions about this podcast, or suggestions for future podcasts, in the online FIR Podcast Community on Google+.

You can also send us instant voicemail via SpeakPipe, right from the FIR website. Or, call the Comment Line at +1 415 895 2971 (North America), +44 20 3239 9082 (Europe), or Skype: fircomments. You can tweet us: @FIRpodcast. And you can email us at fircomments@gmail.com. If you wish, you can email your comments, questions and suggestions as MP3 file attachments (max. 3 minutes / 5Mb attachment, please!). We’ll be happy to see how we can include your audio contribution in a show.

Check the FIR website for information about other FIR podcasts. To receive all podcasts in the FIR Podcast Network, subscribe to the "everything" RSS feed.

This FIR Interview is brought to you with Lawrence Ragan Communications, serving communicators worldwide for 35 years. Information: www.ragan.com.

Podsafe music - On A Podcast Instrumental Mix (MP3, 5Mb) by Cruisebox.

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Posted by neville on 12/10 at 06:01 AM
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Monday, December 09, 2013

The Hobson & Holtz Report - Podcast #733: December 9, 2013

Intro: Revisiting FIR’s RSS feeds (the everything feed means everything); last week’s Asia Report is a cut; FIR Book Review of "Age of Context" posted; upcoming interviews with Jeremiah Owyang, Joseph Jaffe and Maarten Albarda, and Sharam Faloudgar; In the FIR Podcast Network, episode 1 of "Linked Conversations with Chuck Hester" posted, new podcast "FIR presents Thought Leadership with Mitchell and Michael" from Mitchell Levy and Michael Procopio coming soon, Andrea Vascellari with news about FIR On Strategy;

Quick News: Upworthy’s success inspires a horde of clones that people are reading, new best practice guide on managing social media campaigns from the CIPR, FTC warns against native advertising deception, only 4% of languages are used online says study; Ragan promo;

News That Fits: The legal line in knowing what you can and cannot say online; how one company turned its employees into online brand ambassadors; the Media Monitoring Minute with CustomScoop; Dan York’s Tech Report with brief comment on LinkedConversations with Chuck Hester, new Slideshare home page, WordPress 3.8, Apple and Topsy, brief reflections on Nelson Mandela; listener comments from the FIR Podcast Community on Google+; how successful are companies with influential communicators as CEOs?; are classic crisis case studies relevant in the social media world?;

Music from The Flavor Foundation; and more.

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Messages from our sponsors: FIR is brought to you with Lawrence Ragan Communications, serving communicators worldwide for 35 years, www.ragan.com; Save time with the CustomScoop online clipping service: sign up for your free two-week trial, at www.customscoop.com/fir.

For Immediate Release: The Hobson and Holtz Report for December 9, 2013: An 83-minute podcast recorded live from Concord, California, USA, and Wokingham, Berkshire, England.

Links to websites, blog posts and other content we discuss in the show are posted as Delicious bookmarks to facilitate your connection with the discussions and sharing of that content.

FIR Community on Google+Share your comments or questions about this podcast, or suggestions for future podcasts, in the online FIR Podcast Community on Google+.

You can also send us instant voicemail via SpeakPipe, right from the FIR website. Or, call the Comment Line at +1 415 895 2971 (North America), +44 20 3239 9082 (Europe), or Skype: fircomments. You can tweet us: @FIRpodcast. And you can email us at fircomments@gmail.com. If you wish, you can email your comments, questions and suggestions as MP3 file attachments (max. 3 minutes / 5Mb attachment, please!). We’ll be happy to see how we can include your audio contribution in a show.

To receive all podcasts in the FIR Podcast Network, subscribe to the "everything" RSS feed. To stay informed about occasional FIR events (eg, FIR Live), sign up for FIR Update email news.

So, until Monday December 16…

Posted by neville on 12/09 at 12:01 AM
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Thursday, December 05, 2013

FIR presents LinkedConversations with Chuck Hester, Episode 1: December 5, 2013

FIR Presents LinkedConversations with Chuck HesterWelcome to the first episode of LinkedConversations with Chuck Hester.

In this episode I take a look at the latest feature from LinkedIn: Showcase Pages. I’ll explain what they are and how they can help you market your business.

My special guest this week is Michael Procopio, Marketing Consultant and Author of 42 Rules for B2B Social Media Marketing. Check out his book on Amazon. You can also find him on LinkedIn.

Finally, I give you a few tips on how to optimize your LinkedIn Profile.

So thanks for listening and if you like what you hear, spread the word!

Get this podcast:

FIR Community on Google+Share your comments or questions about this podcast, or suggestions for future podcasts, in the online FIR Podcast Community on Google+.

You can also send us instant voicemail via SpeakPipe, right from the FIR website. Or, call the Comment Line at +1 415 895 2971 (North America), +44 20 3239 9082 (Europe), or Skype: fircomments. You can tweet us: @FIRpodcast. And you can email us at fircomments@gmail.com. If you wish, you can email your comments, questions and suggestions as MP3 file attachments (max. 3 minutes / 5Mb attachment, please!). We’ll be happy to see how we can include your audio contribution in a show.

To receive all For Immediate Release podcasts including the weekly Hobson & Holtz Report, subscribe to the full RSS feed.

FIR presents LinkedConversations with Chuck Hester is brought to you with Lawrence Ragan Communications, serving communicators worldwide for 35 years. Information: www.ragan.com.

Posted by shel on 12/05 at 10:50 AM
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Wednesday, December 04, 2013

FIR Book Review: Age of Context, by Robert Scoble and Shel Israel

Age of ContextAge of Context: Mobile, Sensors, Data and the Future of Privacy explores the convergence of five technological factors—mobile, social media, data, sensors and location—and their present and future impact on everything from commerce to medicine to transportation.

FIR co-hosts Neville Hobson and Shel Holtz review the book in the context of an earlier FIR interview we conducted with the authors and two book launch events, including one in which Neville recorded Robert and Shel’s presentation as an FIR Speakers & Speeches podcast.

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Age of Context: Mobile, Data, Sensors and the Future of Privacy by Robert Scoble and Shel Israel

Publisher: CreateSpace Independent Publishing Platform
248 pages (print edition)
Published: September 5, 2013
Price: $22.49 (U.S., print edition), $9.99 (U.S., Kindle edition).

Age of Context is available in print and all standard digital formats.

About the Authors

Robert Scoble and Shel IsraelRobert Scoble is an American blogger, technical evangelist, and author. As a startup liaison for Rackspace, the Open Cloud Computing Company, he travels the world looking for what’s happening on the bleeding edge of technology. Robert has interviewed thousands of executives and technology innovators, and reports for Building 43 and in social media. He is the co-author, with Forbes columnist Shel Israel, of Age of Context. Their previous book, Naked Conversations: How Blogs are Changing the Way Businesses Talk with Customers, published in 2006, has been called a watershed work in introducing business to social media.

Follow Robert on Twitter at @Scobleizer.

Shel Israel helps businesses tell their stories in engaging ways, as a writer, consultant and presentation coach. He is the author and co-author of five books including Age of Context – his latest book, co-written with Robert Scoble and released in September 2013 – Naked Conversations and Twitterville. Shel currently writes the Contextual Beat column for Forbes.com. Previously he has contributed to BusinessWeek, Dow Jones, Fast Company and American Express Open Forum.

Connect with Shel on Twitter at @ShelIsrael.

FIR online communities
Share your comments or questions about this podcast, or suggestions for future reviews, in the online FIR communities on Facebook, Friendfeed and Google+. You can also email us at fircomments@gmail.com; call the Comment Line at +1 415 895 2971 (North America), +44 20 3239 9082 (Europe), or Skype: fircomments; comment at Twitter: @FIRpodcast. You can email your comments, questions and suggestions as MP3 file attachments, if you wish (max. 3 minutes / 5Mb attachment, please!). We’ll be happy to see how we can include your audio contribution in a show.

To receive all For Immediate Release podcasts including the weekly Hobson and Holtz Report, subscribe to the full RSS feed.

This FIR Book Review podcast is brought to you with Lawrence Ragan Communications, serving communicators worldwide for 35 years. Information: www.ragan.com.

Posted by shel on 12/04 at 08:07 AM
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Monday, December 02, 2013

FIR Cut: Michael Netzley’s Asia Report from Podcast 732

Due to technical issues, Michael Netzley’s Asia Report did not arrive in time for inclusion in FIR #732, so we’re offering it here as a Cut.

Download the file here (MP3, 3.31Mb; length 7:42), or sign up for the RSS feed to get this cut segment and all future ones automatically.

Posted by shel on 12/02 at 11:18 AM
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The Hobson & Holtz Report - Podcast #732: December 2, 2013

Intro: FIR Interviews posted with Andrew Grill and with Adam Parker, one Interview coming with Sharam Fouladgar; two FIR Book reviews coming soon: Age of Context and ZERO; FIR Podcast Network news: Episode 1 of "AllthingsIC with Rachel Miller" published, and more; announcing the winners of the FIR Contest to win a copy of ‘Age of Context’;

Quick News: GE Designates December 3 as ‘3D Printing Day’, Typhoo Tea’s misguided effort to get back on Sainsbury’s shelves, how to use Twitter’s location prompt to engage your brand’s fans, the state of the Web Audio API; Ragan promo;

News That Fits: Get used to "Ok Google"; Dan York’s Tech Report: Zoom H6 digital audio recorder, WordPress 3.8 coming on December 12, the 30th birthday of DNS; PR’s use of media databases has gotten out of hand; the Media Monitoring Minute with CustomScoop; listener comments in audio, email and in the FIR Podcast Community on Google+;  why every HR professional (and communicator) should be aware of Glassdoor; Coke’s digital/social leader wants to kill the press release;

Music from Life Has Teeth; and more.

Get FIR:

Messages from our sponsors: FIR is brought to you with Lawrence Ragan Communications, serving communicators worldwide for 35 years, www.ragan.com; Save time with the CustomScoop online clipping service: sign up for your free two-week trial, at www.customscoop.com/fir.

For Immediate Release: The Hobson & Holtz Report for December 2, 2013: A 77-minute podcast recorded live from Wokingham, Berkshire, England.

Links to websites, blog posts and other content we discuss in the show are posted as Delicious bookmarks to facilitate your connection with the discussions and sharing of that content.

FIR Community on Google+Share your comments or questions about this podcast, or suggestions for future podcasts, in the online FIR Podcast Community on Google+.

You can also send us instant voicemail via SpeakPipe, right from the FIR website. Or, call the Comment Line at +1 415 895 2971 (North America), +44 20 3239 9082 (Europe), or Skype: fircomments. You can tweet us: @FIRpodcast. And you can email us at fircomments@gmail.com. If you wish, you can email your comments, questions and suggestions as MP3 file attachments (max. 3 minutes / 5Mb attachment, please!). We’ll be happy to see how we can include your audio contribution in a show.

To stay informed about occasional FIR events (eg, FIR Live), sign up for FIR Update email news.

So, until Monday December 9…

Posted by neville on 12/02 at 12:01 AM
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