Six Pixels of Separation - The Podcast
August 14, 2011 7:42 PM

SPOS #266 - Jaffe And Joel #16 (Across The Sound 16.20)

Welcome to episode #266 of Six Pixels Of Separation - The Twist Image Podcast. This is also episode #16.20 of Across The Sound. Joseph Jaffe is widely regarded as one of the top Marketing Bloggers (Jaffe Juice) and Podcasters (both Jaffe Juice in audio and Jaffe Juice TV in video). He is the author of three excellent books (Life After The 30-Second Spot, Join The Conversation and Flip The Funnel). A long-time friend (and one of the main inspirations behind the Six Pixels of Separation Blog and Podcast), we've decided to hold monthly conversations, debates and back-and-forths that will dive a little deeper into the Digital Marketing and Social Media landscape. This is our 16th conversation (or, as I like to affectionately call it, Across The Sound 16.20), and this one focuses on the giants of Social Media... and what that really means. What does an expert look like? (do you know the saying: "if it walks like a duck and quack likes a duck..."?) and what does the future hold for integrated marketing solutions? Enjoy the conversation...

Here it is: Six Pixels Of Separation - The Twist Image Podcast - Episode #266 - Host: Mitch Joel.

Download the Podcast here: Six Pixels Of Separation - The Twist Image Podcast - Episode #266 - Host: Mitch Joel.

By Mitch Joel


Comments Comments Feed
  • Posted by Rosh
    Mitch Joel

    I'm looking forward to listening, but this is a hot button for me - so I'm jumping the gun. The social media expert - I want the people who get all uptight about there are no social media experts or gurus to get over themselves.

    Social media has been around long enough for experts to develop.

    Mitch, C.C, Joesph, Chris B and the local lady selling social media consultation who just hopped on Twitter a few months ago can all offer something of value.

    Some people consider me an expert - Social Media University Instructor, Author of an international social media book for my niche, Director of Marketing and social media for a 14 person Detroit Marketing firm, Podcasting for over ten years -- blah blah blah. I'm sure many still do not consider my thoughts and words valuable - that is fine.

    Who is an expert? The helpful person who knows a little more than you or me.

    Rosh

    (I hope I'm not sorry for writing this comment before listening)

    Reply
  • Posted by Andy Warner
    Mitch Joel

    Rosh, way to strike first. Strike again after you review the podcast. I am interested to know your reactions after listening to the episode.

    This episode is a timely subject for the automotive industry. Unfortunately, the automotive industry tries to pay for services because they lack the fortitude to learn the subject and properly integrate it into their business model. Typically the reverse happens.

    The prevailing belief is that the provider with the most "experience" in related areas will provide the best solution in this new area. For example, ADP provides 40-50% of automotive dealerships their financial solutions software platform. ADP used this penetration to purchase the leading automotive website company at the time and thus sold a clunky and terribly performing automotive website package to a large group of dealerships across the country. Now, ADP sells social media marketing packages using the same sales model as before. Unfortunately, their website platform conversion is very low and their social media package conversion underperforms similarly. The majority of ADP dealerships with these services does not know any better. They paid their website and now social media expert without properly learning or taking the time to learn what they were paying for. Thumbs up to ADP for selling well, thumbs down to the dealerships for continuing to pay for bad products.

    Reply
  • Posted by Suzanne Leclair
    Mitch Joel

    Hi guys,

    Re: Chris Brogan's initiative to charge $$$ for a webinar on Google +. Both Mich & Jaffe were skeptical about who is an expert on Google + to be able to sell this information at this time. In essence, what are I heard was that to be an expert, you need to have the clients, the track record and maybe a publication. Maybe but consider this.

    Have you ever tried to learn a new software, say Adobe X. I am a lawyer, I should learn the damn software because I am trying to bring mobility to my work, but I never start. Plenty of Adobe experts sell manuals, video tutorials about this bulky software but the learning curve is too long. I just want to add my signature in a pdf document. So, if an "expert" on the web was to "sell" me a video tutorial about "teaching professionals on how to sign a document with Adobe X simply and quickly, I would buy that. I am not going to call on this "seller"'s former clients to check to see if he is legit. First I am going to check out his website to see if he really exists (irony but true), second, I would see if his website looks complicated, because if it is, I am out of there. Third, is he really talking to me. That means, when I visit his website, is he selling to busy, workaholic and impatient professional. If his website speaks to "me", and I am in.

    Hence, if Chris Brogan sells informtion for a demographic that recognizes itself, I am convinced he is understands the "me-marketing".

    When pure experts try to sell information, they just may get outfoxed by the effective "me"-marketers. The "me" marketer knows how to describe me, better than me and describe my problem simply. 90% of the selling is over. The rest is just validation.

    So, hurray to Chris Brogan for selling information to a "me" group. He recognized "me". BTW, I gave up on Adobe X and am about to download PDF Pen suggested by a bunch of lawyers on Mac Power Users. They spoke to "me".

    Thanks for the best new marketing provokative show. You made me think. I don't run without it.

    Suzanne

    Reply
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