Social Influencer Series | CMO Ted Rubin (Part 2)
This is part two of an incredibly informative conversation with one of the most connected voices in social media, Ted Rubin.
Ted is a leading Social Marketing Strategist, Keynote Speaker, Brand Evangelist, and Acting CMO of Brand Innovators. He 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 is #13 on Forbes Top 50 Social Media Power Influencers.
With one answer, Ted gave us an absolute "keynote address" of the state of social media, that it was worthy of its very own post:
You are one of the pioneers of thought leadership around social strategy going back to working with Seth Godin at Yoyodyne in the late 90's. That seems like a lifetime ago in digital years - how has social media evolved?
The truth of the matter is that the social evolution is a business evolution too. Only by changing our old frameworks can we possibly hope to succeed—because social has completely altered the business landscape - on a global scale.
On Advertising: Probably the number-one problem businesses have when they’re entrenched in that "old-style, marketing thinking" is trying to use social as just another advertising medium. There are tons of examples of how and why this fails—yet many brands still don’t get it, and it’s painful to watch. Maybe it’s the word “media” in social media that gives people the wrong idea, I’m not sure. However, advertising has no place in conversation, and trying to fit that square peg in a round hole will always be an exercise in frustration. Learn what social conversation is all about—and alter your framework to fit!
On Customer Service: Here’s another problem that made itself pretty evident early in the evolution of social, with epic fails by some of the biggest brands out there (United Airlines, anyone?). When rigid policies smack up against the power of collective customer voice—something’s gotta give, and it’s always the brand reputation. Brands that LISTEN to their customers and develop more responsive customer service policies find that social is an incredible tool for differentiating them from competitors that are still stuck in the old framework. Successes abound when customer service gets a re-fit, and brands put feet on the ground to back it up. Given the nature of the social community and how we’ve seen those conversations change the world, businesses need to understand that they live in a glass house now. Responsiveness and transparency are the new reality when it comes to brand advocacy and customer loyalty. Adapt or die.
On Employee Participation: It’s plain and simple—employee censorship on social channels is a disaster for brands. We can no longer control the message, folks. As Dino stated, the social framework is “bigger and stronger” than our puny frameworks. Instead of fighting it every step of the way, USE it to your advantage, or you’ll pay a steep price in diminished return. Your employees (unleashed) can be wonderful additions to your company’s voice - employee advocacy - and can be the best way to humanize and personalize your brand on social channels. Change your thinking!
The Speed Round;
- Go To Social Network - Facebook
- Proudest Accomplishments - His Daughters
- Celebratory Cocktail - Single Malt Scotch
- Favorite Place on Earth - The Beach
- Advice to people who are leading digital transformation at companies that are slow to adapt: #NoLetUp!
It was really incredible to download with a true social media aficionado in Ted Rubin. The first installment of this interview can be found here - PART ONE
About the interviewer:
Mark Keaney is a Husband, Dad, Coach, Mentor and Leader. With almost 25 years in traditional media and wild ride in the world of tech start-up/social - Mark is helping brands deliver world class CX and strategy through his consultancy OTL Local Marketing. Brand Globally. Market Locally.
e: email@example.com or m: (617) 513-2668 or t: @markkeaney2pt0