Ted is a leading social marketing strategist and in 2009 started using the term ROR: Return on Relationship™... a concept he believes is the cornerstone for building an engaged multi-million member database, many of whom are vocal advocates for the brand, like the one he built for e.l.f. Cosmetics as the Chief Marketing Officer between 2008 and 2010, and the one being built for the new updated OpenSky where Ted was Chief Social Marketing Officer until the end of April 2011.
On May 1st, 2011 Ted announced leaving OpenSky and accepting the position of Chief Social Marketing Officer at Collective Bias (whose Advisory Board he joined in January 2011), a company he has worked closely with since it was founded by John Andrews who Ted met through the blogging community when he was leading Emerging Media at Walmart.
With e.l.f. Cosmetics from 2008-2010 and OpenSky from 2010-2011, Ted has become known for his active use of Twitter where he has in excess of 100,000 followers and grew 60,000+ followers for e.l.f. Twitter handles in 2009, over 100,000 for OpenSky in 2010, and now well in excess of 500,000 for Collective Bias and growing every day… all with deep engagement and interaction.
Many people in the social media world know Ted for his enthusiastic, energetic and undeniably personal connection to people. Ted is the most followed CMO on Twitter according to Social Media Marketing Magazine; one of the most interesting CMOs on Twitter according to Say Media, and one of the Forbes Top 50 Social Media Power Influencers, 2013. ROR is the basis of his philosophy…It’s All About Relationships! His book, Return on Relationship, is due to be released in January 2013.
At e.l.f., Ted’s responsibilities included communicating with and building e.l.f.’s client base (membership increased from 600k to in excess of 2.4MM during his tenure), leveraging brand equity through strategic marketing programs (with many major brands and publishers), and creating/developing/managing a major thrust into social media initiatives and partnerships and building the most highly respected social media presence in the cosmetics industry. In addition, the merging of traditional PR and the ability of social media to create/spread PR opportunities was leveraged to full effect under his tenure… a first for many companies and something which many are yet to understand.
Ted believes the key to continued success for any brand/retailer/etailer is identifying with the customer. Ted is quick to point out “listening is finally getting the respect it deserves through Social Media… listen and adjust your message to make it relevant to your consumer. Brand loyalty declines due to lack of relevance… a direct result of not listening.” “Number one is always try to understand who your customer is and stay true to your brand.”
Ted has a deep online background
Ted served as a Social Marketing and Engagement Advisor to Big Fuel Communications until they were acquired in March 2011 by Publicis Groupe, and is on the Advisory Board of Blue Calypso, Crowdsourcing Week, EvenVoice, OpenSky, SheSpeaks, Uncram, and Zuberance.
A native New Yorker, Ted holds a Bachelor of Science in Business and Economics from Cornell University. He is divorced, has two teenage daughters, and lives in Long Island.
Life is not about waiting for the storm to pass, it’s about learning to dance in the rain.
My #140conf presentation: http://bit.ly/
Return on Relationship™ (hashtag #RonR)… simply put the value that is accrued by a person or brand due to nurturing a relationship. ROI is simple $’s and cents. ROR is the value (both perceived and real) that will accrue over time through loyalty, recommendations and sharing. (Book coming January 2013)