Posted on February 19, 2013 by Smarter Commerce
Ted Rubin and Jason Keath debate the impact of social media on business in this new era of social commerce. Hear them discuss how CMOs can instrument their marketing to target clients more effectively and the value digital relationships have to a business. Moderated by CMO Club founderPete Krainik.
Ted Rubin is the Chief Social Marketing Officer of Collective Bias, a Social Shopper Media Company. He is a leading social marketing strategist and in March 2009 started using and evangelizing the term ROR, Return on Relationship. Ted is the most followed CMO on Twitter according to Social Media Marketing Magazine. ROR is the basis of his philosophy…It’s All About Relationships! His book, Return on Relationship, is now available.
Jason Keath is Founder and CEO of Social Fresh, the social media education company. Jason spends his time writing for and curating the Social Fresh blog, managing Social Fresh conferences, and organizing quality online social media training specifically for businesses. Jason also works as a social media speaker, consultant and analyst. He lives in New York City with his beautiful girlfriend Nicole D’Alonzo. You can find him blogging from your local coffee shop or roaming the streets of New York City as a full time tourist.
Pete Krainik is the Founder of The CMO Club and brings over 28 years of experience in marketing, sales, IT, and product management within the consumer goods, high tech, digital and software industries. He has successfully created and led the first truly professional and social network of Chief Marketing Officers. He has also managed to leverage innovative technologies within integrated marketing, align IT with marketing and sales organizations, combine the ‘Art of Customer Experience’ with the ‘Science of Hitting Your Numbers’, and help CMOs solve their biggest challenges. Prior to founding the CMO Club, Pete served as Global Vice President of AVAYA; Chief Marketing Officer of DoubleClick, the industry leader in online ad serving, permission based email and catalog list management, and GM of the Consumer Goods division of Siebel Systems. Additionally, Pete spent 15 years at Mars, Inc. in numerous executive roles and held executive positions at i2 Technologies, Deloitte & Touche and Gulf Oil Corporation.
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About the Author: Ted Rubin
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Ted this is great stuff. I disagree with Jason a lot. I tell clients to take a step back. To listen to what an agency or person says, and also look at their bias. If I go to a Social Agency and says here is my goal and challenge. How many will say ‘You need to buy TV air time’ vs force fitting a social solution. I feel Jason is a bit like that. It is human nature btw. But a good marketer will always pick what is best for the client’s goals.
Howie, thanks for the input. In reference to your last sentence… very few agencies pick what they really believe is best for their clients. They go for whatever is the path of least resistance, and with what is best for them.