Last month, I sat down with Altimeter's Charlene Li to discuss her new book, "The Engaged Leader." This is Charlene's third book and you may recall her first book, best-selling Groundswell.
Charlene is gracious, giving, smart, insightful and really understands the depth behind the superficiality of social media.
Hope you like the conversation and don't forget to buy her book.
Apparently the "Bull" in Red Bull stands for false or misleading advertising as a court recently ruled in favor of customers who did not sprout wings. Who knew?!
I'm continuing to experiment with video formats in an effort to produce more content more regularly. This is my man-on-the-street attempt and clearly I haven't yet mastered the selfie video technique, but I'm learning! Be patient, it'll get better (I hope)
In this episode, I comment on an unusual Delta Airlines partnership with Chelsea Football Club. It's a partnership which makes sense on a global scale for both parties...but its the execution that got my attention...
JJTV is back (after a 3 year hiatus!) In this episode I talk about the Ice Bucket Challenge and the power of Creativity, Conversation, First Mover Advantage, Raising the Bar...and exceeding it.
Here's a new spin on the idea of being bale to take permission to the next level: relevance.
Using Quora as an illustration of how to segment and even sub-segment what might have been one e-mail newsletter or subscription into over 40!
Call it multichannel servicing if you like. Either way, it's a smart way to slice and dice and CUSTOMIZE your information and add the all important CONTEXT to your CONTENT.
What do you think?
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Tweet or RT: New JJTV - Seth Godin was right, but now we can add customization and context to the mix - http://bit.ly/permission20
I found this deep in the JJTV vaults and given my lengthy absence, thought it was opportune to upload and resuscitate!
The central idea is about assets vs access. The way the world used to work, brands would need to buy access to consumers through middlemen i.e. the media.
They also never really had assets in the form of content, which is why they needed to sponsor and subsidize existing content.
With the dawn of new media and social media, brands were now able to go direct to consumers i.e. direct access or what I call "Direct to Consumer".
In addition, brands have found new access to assets in the form of sponsorship, tickets...but more importantly access to the ultimate asset i.e. the brand and the people behind the brand.
Arguably - through consumer generated content - brands have also been able to dabble in asset creation and management...but at the end of the day, it's always going to come down to access vs assets.
What do you think?
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Social Media - for the most part - is still tactics in search of strategy. I created a continuum called C.O.S.T. which is a rather oversimplified and yet (imo) a pretty accurate way to think about how social media needs to move from campaigns to a complete redesign of how businesses go to market, engage their employees and build relationships with their customers.
What do you think? Let me know.
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The other day I went to Bryant Park Grill for lunch and was pleasantly surprised by an "on brand" FourSquare tie-in which was equally matched by the reaction/participation of the store.
It's really not that difficult people.
PS I'll be back for a drink there for sure. Anyone want to join me?
What do you think? Let me know.
Share JJTV with your Chief Marketing Officer, colleagues, clients and followers
to the reincarnated and reinvigorated Jaffe Juice.
What was once a weekly op-ed column is now an unshackled, uncensored and uninhibited dialogue
on the subjects of new marketing, advertising and creativity.
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