Archive for the ‘Interview’ Category

Video: Open Source Innovative yet Ugly, can “Open Marketing” be the solution? (2:00 minutes)


Open Source products are often high on innovation but low on user experience and are often not presented well to the market. They come across as geeky, not user friendly, and sometimes, just ugly.

As these passionate engineers build these fantastic new products, they can be beat out by a large established company with sophisticated marketing and designers (although potentially inferior products). Take for example that I’ve been pretty vocal with the fact I believe Open ID needs a marketing strategy (note they’ve improved with some videos and adoption is picking up)

I know that pisses off a lot of engineers (many who look down their noses on marketing) but apparently companies like Sony had better MP3 players yet Apple’s superior marketing won the cause. How many of your friends have iPods? How many have Sony’s MP3 player?

So how could this be fixed? I was in Barcelona with some of the top bloggers in the area at our blogger dinner over Tapas and beers and we got onto the discussion on how there are some great open source products out there they really need business and marketing strategy in order to be successful.

How could this work? Open Marketing could be a virtual team of marketing professionals that could be centralized, and help create specialized marketing campaigns for products, and of course sharing in on whatever revenues or recognition that are generated.

Listen in, as Sergio Gaga, Tomy Pelluz, Christian Van der Henst, and Alex Maneu share their opinions.

If you know of any groups that are already doing this, or you would want to get involved and participate, please leave a comment.

Video: How to Allocate Resources for your Web Strategy (3:15 with CEO Ian Lurie)


It’s nearly 2008 and many companies are starting to plan for next year’s web strategy budget. This can include many, many different types of activities, including resources, staffing, and outsourcing services.

Find out how to deploy your resources, and how social media is a ‘soft cost’, which I referenced this in my webinar with Seth…but forgot to credit Ian, so here I am now, thanks Ian for being a thought leader

I talked with Ian Lurie, CEO of Portent Interactive, who shares with me how companies should start to think about how the budget their resources. Ian’s written a book called Conversation Marketing, which I’ve read and reviewed. If you look carefully, you’ll see Brian Keith hanging out in the lobby.

Have you seen my list of the Many Forms of Web Marketing for 2007? I’m going to update it soon, what should be added?

Do you know what Widgets, Applications, and Canvas Pages are? (3:30 with Rodney Rumford)


Before you click play: Do you know what Widgets, Applications, and Canvas Pages are? Can you articulate the differences? Leave a comment below and tell me if you passed this self-quiz.

Thinking of deploying a widget in Facebook or other online community? Rodney Rumford shares with us the difference between Widgets, applications, and canvas pages. I was glad to meet Rodney yesterday at Seattle’s Web Community forum.

I also asked Rodney, what should marketers do before deploying widgets, he shares his strategic viewpoint that aligns very well with the POST methodology.

Find out how widgets can be used for interactive social games –engaging communities.

Tags: wcf07

Video: Cyworld, Social Network with Communication, Collaboration, Self-Expression and “Peeping” (2:30)


Lars Schwenk, General Manager of Cyworld Europe shared with me what it takes to be a community, we were at Forrester’s Consumer forum in Barcelona.

If you’re not familiar with Cyworld that have heavy penetration in South Korea, (50% of Koreans is a member — and that 95 percent of its target youth market is active –Marketwatch) where it was birthed. Find out his four components of community: Communication, Collaboration, Self-Expression and what he calls “Peeping”. Something I swear I’ve never done.

I asked my Twitter network (over 1700 of them) what questions to ask Lars, and David Berkowitz wanted to know what we could learn from Asia’s deployment of Cyworld and what it means to the United States. If you’re interested in social networks in Asia, I was recently in Singapore and asked their top bloggers (video), two months ago I was in HK and talked to many of the web leaders, check out this four part series.

Cyworld launched in North America yet adoption has been very low, I learned from my travels that social technographics vary by culture, so to simply re skin a website for regions doesn’t work. Web Strategists must understand the people who they want to serve first, one size does not fit all!

Video: KD Paine on Social Media Measurement, on Program Plans, Strategies, and Best Practices


Katie Paine shares how internal teams use measurement of social media, she’s been doing PR measurement for years, and has evolved to measure social media. She’s often told me “if you can’t measure it, you can’t manage it”. Of course, trying to manage social media has been hotly debated in my last post.

She invited me to present at her metrics conference a few months ago, but new hire training took priority. She’s one of the top thinkings and practitioners in the space, so give her your full attention in this video. Learn more about her company KDPaine and Partners, thanks KD for your time.

You may remember the video blog, Web Strategy Show I used to run at PodTech (my previous employer), the show is designed for those who make decisions for websites, (I call it a Video White Paper) and I interviewed many of the top thought and practice leaders in our industry. These videos tend to be longer in duration, I use a tripod, and we discuss the topics in advance. This is different than my quick “street” video shots I do with my digital camera.

Having left PodTech, (a great place for content creators, as I get to take my show with me) I didn’t get a chance to publish all my tapes (there’s just a few interviews left), and put out a blog post to see if anyone wanted to publish them on my behalf. Cece, from, a webcasting and media company for some well known brands, immediately contacted me and followed-up. They have a quite a few other videos focused on IT and Marketing topics, on Insight24. They’ve even created a specific channel for the Web Strategy show.

Thanks to Cece and the very professional On24 team!

Video: How to be a professional video blogger, interview with Steve Garfield (2 minutes)


Many video bloggers have emerged, but very few have been able to turn it into a profession, how’d he do it? tune into this video, and found out what motivated him.

Steve Garfield is a videoblogging hero. He’s one of the few in the medium that is able to monetize, hold an audience and continue to build great content. For the industry (I was in it) it was difficult, although there are advertising and sponsorship dollars, they’ve not shifted over from the TV audience (although it’s clear eyeballs are moving to the web).

One of the things Steve prescribes is to keep videos short, you’ll notice I have two types of videos, long form “web strategy show” videos that are 10-15 min, and “street style quick interviews” that are 2 minutes. I try to list my time codes, esp when they are short, I want to respect your time.

I really enjoy Steve’s online charisma and energy, for some reason, he presentation and delivery reminds me of the great Jerry Seinfield. That’s saying a lot, as I’ve met a lot of our famous video bloggers after working at PodTech.

I’ve been slowly posting the Boston videos to my blog, (I space things out over time) and Steve was the best, and therefore the last, yesterday he actually beat me to the punch, and posted on his blog. Be sure to see his vlog post on mediasnacking.

Steve, thanks for taking the time, we really enjoy all that you share.