Six Pixels of Separation - The Podcast
April 6, 2008 6:45 AM

SPOS #98 - Creating Ultimate Digital Marketing Experiences

Welcome to episode #98 of Six Pixels Of Separation - The Twist Image Podcast. After spending the week at emetrics in Toronto and then a couple of days with Bryan Eisenberg and Avinash Kaushik, I think you'll hear plenty of fodder about the Digital Marketing landscape. There are some great audio comments, a new Greenfields Report and a very cool conversation with Collin Douma from Radical Trust and Social Media Group all about identifying influential Bloggers and how Marketers can better navigate the Social Media landscape.  Enjoy the conversation...

Here it is: Six Pixels Of Separation - The Twist Image Podcast - Episode #98 - Host: Mitch Joel.

Please join the conversation by sending in questions, feedback and ways to improve Six Pixels Of Separation. Please let me know what you think or leave an audio comment at: +1 206-666-6056.

Download the Podcast here: Six Pixels Of Separation - The Twist Image Podcast - Episode #98 - Host: Mitch Joel.

By Mitch Joel


Comments Comments Feed
  • Posted by Scott Monty
    Mitch Joel

    Re blogrolls: I think Neville was onto something with listing RSS feeds in place of a blogroll. I've got a solution that's been working really well over on the Social Media Marketing Blog.

    I create a listing - a blogroll of sorts - from my Google Reader, that is updated automatically, based on what feeds I'm following. Also, I keep a similar widget of my Google Reader shared items. Both of these work remarkably well.

    You can read about how to do it here: http://www.scottmonty.com/2008/03/how-to-update-automate-your-blogroll-in.html

    Keep up the great work - can't wait for #100!

    Reply
  • Posted by Tamera Kremer
    Mitch Joel

    Re: your interview with Collin. I have a question regarding the Black Mustang Club. Collin mentions that SMG was monitoring the blogosphere and then contacted the appropriate folks at Ford and mentions reaching out to Boing Boing.

    So was it Ford internal who reached out to the bloggers and set the record straight? From how Collin described, it sounds like the legal/ PR team still handles 'crisis management' on all external matters, including the blogs (except with Boing Boing)?

    Also a bit curious if Collin could clarify his comment about successfully reaching out to Cory Doctrow of Boing Boing as it relates to this issue... Collin says he immediate got on the horn with him and alludes that was part of the success of getting the record straight with Boing Boing/ Ford, but then says that Boing Boing didn't update the post for a couple of weeks, well after the story was over on all other outlets. From what Collin presented it seems that the outlet who caused the biggest waves about the issue was non-responsive to the outreach, which is contrary to what a traditional media outlet would do. This seems to raise more questions than it answers in my mind!

    Hopefully this can be clarified a bit since it's a fascinating case study in how negative messages spread and how they can (if they can) be mitigated in the social space.

    I also find it compelling from a branding point of view since the immediate assumption was "of course Ford did that". I wonder if Collin can elaborate on how they seek to combat those preconceptions when a crisis arises.

    Reply
  • Posted by Collin
    Mitch Joel

    Thanks for your questions Tamera.

    As consultants to this new space, SMG and Ford worked together to reach out to the bloggers and enthusiasts in this situation. In the end, it was Ford that deserves the credit for changing the "tide" because of their understanding of the need to communicate with digital influencer's like boing boing, other blogs and online enthusiast clubs.

    We really appreciated that Boing Boing followed up as soon as they could. I'm sure Cory wanted to spend the additional time between our correspondence and the post to be diligent in his understanding of the situation from all parties involved.

    Ford was also in direct communication with other interested parties at that time, including several enthusiast clubs. They had a lot of questions, we tried to answer as many as we could. We really appreciate their help and understanding.

    All the efforts pretty much stopped the story, beyond the "case study" discussions within the Marketing/PR world.


    If you are looking for a lesson, the one i learned is actually simple;

    Even if you deserve it, trust is not granted to corporations in social media, it is earned. Ford continues to earn it.

    Reply
  • Posted by Collin
    Mitch Joel

    Thanks for your questions Tamera.

    As consultants to this new space, SMG and Ford worked together to reach out to the bloggers and enthusiasts in this situation. In the end, it was Ford that deserves the credit for changing the "tide" because of their understanding of the need to communicate with digital influencer's like boing boing, other blogs and online enthusiast clubs.

    We really appreciated that Boing Boing followed up as soon as they could. I'm sure Cory wanted to spend the additional time between our correspondence and the post to be diligent in his understanding of the situation from all parties involved.

    Ford was also in direct communication with other interested parties at that time, including several enthusiast clubs. They had a lot of questions, we tried to answer as many as we could. We really appreciate their help and understanding.

    All the efforts pretty much stopped the story, beyond the "case study" discussions within the Marketing/PR world.


    If you are looking for a lesson, the one i learned is actually simple;

    Even if you deserve it, trust is not granted to corporations in social media, it is earned. Ford continues to earn it.

    Reply
  • Posted by collin
    Mitch Joel

    Thanks for your questions Tamera.

    As consultants to this new space, SMG and Ford worked together to reach out to the bloggers and enthusiasts in this situation. In the end, it was Ford that deserves the credit for changing the "tide" because of their understanding of the need to communicate with digital influencer's like boing boing, other blogs and online enthusiast clubs.

    We really appreciated that Boing Boing followed up as soon as they could. I'm sure Cory wanted to spend the additional time between our correspondence and the post to be diligent in his understanding of the situation from all parties involved.

    Ford was also in direct communication with other interested parties at that time, including several enthusiast clubs. They had a lot of questions, we tried to answer as many as we could. We really appreciate their help and understanding.

    All the efforts pretty much stopped the story, beyond the "case study" discussions within the Marketing/PR world.


    If you are looking for a lesson, the one i learned is actually simple;

    Even if you deserve it, trust is not granted to corporations in social media, it is earned. Ford continues to earn it.

    Reply
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