Lindsay Bell

Join Hessie Jones for a Special Author Q&A Today

By: Lindsay Bell | February 18, 2015 | 

Hessie JonesBy Lindsay Bell

So far 2015 has been all about the Canadians!

Well, as far as the author Q&As go, anyhow (and I’ll take it!).

January saw us welcome the year in with a spirited chat with Jeremy Miller from Sticky Branding.

And today at noon EST, we bring you another fine and feisty Canuck, my former boss and very good friend (am I seeing a pattern here…?), Hessie Jones.

Hessie’s the CEO of ArCompany, an organization that enables companies to adapt to an increasingly digital world, and make data driven business decisions.

She’s also the proud co-author, with Daniel Newman, of her very first book—Evolve: Marketing (^as we know it) is Doomed.

No, it’s not a zombie marketing book. Far from it. It is, however, meant to be a bit of a wake-up call!

As Hessie herself has said:

Many of our peers in marketing and the agency world have not evolved with the needs of business today. They have felt the rug being pulled out from beneath them and are, only now, trying to hang on, to keep up and stay relevant.

If you’re a marketer, this book provides a really nice overview of how marketing as a whole has evolved—and is still evolving.

From direct marketing to social media to content marketing to online influence, every facet of business communication is changing.

The role of marketing is expanding, and along with it, best practices must be transformed.

Today’s marketer must understand the vast number of channels through which businesses communicate with their customers.

And as digital becomes more and more a vital and integral component of the marketing mix, data and analytics will become even more important. An essential piece of the puzzle that will keep marketers accountable and—most importantly—curious.

Test and learn. Test and learn. Sounds like a nightmare to number-phobes like myself, but alas, it appears to be our very real future.

And, as it turns out, our fearless leader contributed to the book so you have a double reason to pick it up!

What You Will Learn

This author Q&A will help you:

  • Better understand the seismic shift in marketing that has taken place during the past 20 years.
  • See clearly the opportunity to achieve marketing ROI rather than chasing meaningless metrics (cough, more Facebook likes, cough).
  • Learn what brands are doing to achieve community and build loyal customers who spread their brand promise.
  • Learn what brands really need to consider when investing in social media programs, and where you may have been misled.
  • Build confidence that your marketing strategy aligns with the trends taking place in traditional and digital marketing.

So, get your questions ready, and limber up those typing fingers.

If you’ve attended one of our author Q&As in the past, you know they are a fast-paced romp!

Today’s Author Q&A with Hessie Jones

At noon ET (that’s 11:00 CT, 10:00 MT, and 9:00 PT for those of you who can’t do time zones), Hessie will be here to answer any and all of your questions.

In order to participate, all you have to do is:

  • Make sure you have a Livefyre account or be ready to sign in with one of your social networks.
  • Set a reminder for noon ET today.
  • Order Evolve: Marketing (^as we know it) is Doomed so you can support Hessie and get your learn on.
  • Create a list of questions.
  • Come back here, scroll to the bottom, and write a comment in the form of a question. As soon as you hit “post comment,” Hessie will see it and reply to you. You can even join the conversation around questions others are asking, if you like.

We’ll be here for an hour so you can join us the entire time or step in and out during the hour. It’s entirely up to you; just make sure you’re here before 12:59.

Win a Copy

Those of you who participate in today’s author Q&A (even if you’re late to the party, but not if you’re an Arment Dietrich employee) will be entered into a random draw for a free copy of the book.

Don’t forget—you have to actually leave a comment, ask a question, or participate in the chat to be entered in the draw. Otherwise we won’t know you were here.

Get ready with your questions and join the conversation. And don’t fear! If you missed the live portion of this, we’ll keep the draw open until midnight PT so you still have time to get in your questions.

Former Guests and Who’s Next

For former guests, check out Margie ClaymanSarah RobinsonMark StoryBeth HaydenSarah EvansStanford SmithChris BroganC.C. ChapmanMitch JoelDanny BrownChuck HemannMichael BritoDJ WaldowTom MartinAhava LeibtagJay BaerShel IsraelMark SchaeferGini DietrichRob BiesenbachSteve McKeeNeal SchafferEd Zitron, Ann Handley, Tim FrickTom Martin, Paul Roetzer, Diana Kander, and Jeremy Miller.

And following are the dates for the next few months, so mark your calendars!

Same bat time, same bat channel.

About Lindsay Bell

Lindsay Bell is the content director at V3 Marketing, and works in Toronto. A former TV producer, she’s a strong advocate of three minutes or less of video content. She has a cool kid, a patient husband, two annoying cats, and Hank Dawge, a Vizsla/Foxhound/moose hybrid. Ok, maybe not moose.

  • ginidietrich

    hessiejones Get your fingers warmed up. It moves really fast!

  • hessiejones

    ginidietrich doing finger push ups this morning:)

  • ginidietrich

    hessiejones LOL! You should take a picture of that and we’ll post in the comments to get us started.

  • hessiejones

    ginidietrich no that would make me look like a loser:)

  • Looking forward to it!

  • NoOneYouKnow

    hessiejones belllindsay #BlameSouthPark ;). See you on the site at noon.

  • hessiejones

    NoOneYouKnow belllindsay Be kind ok? No hard questions

  • hessiejones

    NoOneYouKnow belllindsay and no swearing… or jokes

  • ginidietrich

    hessiejones Come on! It would not!

  • @hessiejones ginidietrich “look like” LOL

  • Can’t wait!!

  • belllindsay

    hessiejones NoOneYouKnow YAYAYAYAY!! All hail Canuckistan!!! #pinkocommies

  • StaceyHood

    belllindsay hessiejones NoOneYouKnow you all need to settle down up there.

  • biggreenpen Yay!

  • ginidietrich

    hessiejones We can’t make jokes?! NoOneYouKnow belllindsay

  • hessiejones

    ginidietrich only if it’s about Adam:) NoOneYouKnow belllindsay

  • hessiejones

    ginidietrich Now there are dead men walking?

  • ginidietrich

    hessiejones I am trying to get people to show up, Hessie! You wouldn’t do finger pushups so I had to resort to zombies

  • hessiejones

    ginidietrich ha! Need a manicure:)

  • So, when do the guests arrive again?  Should I do my nails?

  • hessiejones You probably don’t have time now! Only four more minutes. They won’t dry in that time.

  • *cracks knuckles, gets ready to rumble*

  • It’s not Noon EST yet, we have a few minutes.

  • Digital_DRK Yeah, @hessiejones, sheesh. Excited much?

  • belllindsay ouch!! I can’t do that

  • belllindsay Digital_DRK yeah, not since my honeymoon

  • hessiejones belllindsay Digital_DRK HAHAHAHA!

  • belllindsay hessiejones Ever wondered why its called a honeymoon?  Oh hi Hessie 🙂

  • Ok, boys and girls, here we go!!! I’ll start with this: How does it feel to have your very first book PUBLISHED!!??

  • belllindsay hessiejones Digital_DRK why am I in here twice? see my pic above?

  • NoOneYouKnow

    ginidietrich You know how funny Canadians are – they tell us all the frigging time Cc: hessiejones belllindsay

  • belllindsay Awesome! To be truthful, it is self-published but I’m really glad Dan Newman gave me the platform to voice my angst

  • ginidietrich

    NoOneYouKnow VERY good point! hessiejones belllindsay

  • belllindsay and I have a lot of angst!!!

  • hessiejones Yes, yes you do!!

  • hessiejones belllindsay You have smart angst, though

  • ginidietrich hessiejones belllindsay true, it comes from a good place:)

  • What’s your biggest annoyance with how companies market today?

  • So, what inspired you to write this angst – I mean book?

  • hessiejones belllindsay   Sometimes if I reply to myself, I get a double whammy,  maybe that’s it.

  • ginidietrich companies are still conforming to the old ways of marketing. They still rely on banner ads, old media that return less than substantial results

  • I’d like to hear what percentage of marketers ‘get it’ – the need to evolve.

  • Digital_DRK hessiejones belllindsay That’s ok, I just tried to like my own comment. LOL

  • ginidietrich and they still rely on campaigns

  • “Evolve” is a big word though. Break it down for us!

  • belllindsay I didn’t mean to be angsty:)  I left many jobs because agencies and start-ups and companies didn’t see the value! I finally had to leave to prove it

  • hessiejones What about those that are using the digital tools…but maybe not correctly?

  • AmyMccTobin I’m not sure about the percentage. But those that have budgets can still afford the expensive media. They will not evolve any time soon.

  • belllindsay E-VOLVE

  • Geez…so much excitement over here it took like five minutes for the site to load….this is going to be good!

  • hessiejones Oh boi. Take that show on the road!!

  • Adam Zand

    Riddle me this – why are so many marketers/brands that seemingly are clueless at social, so successful? Is it their built-in history, reputations, good products? Or will their time come and they fail?

  • Don’t you see, though, many leading brands moving toward new and interesting ways of doing things? I don’t necessarily think they’re the majority, but I do think it’s evolving at those levels.

  • Hi everyone!

  • biggreenpen Hi, Paula!

  • biggreenpen Hey Paula!

  • ginidietrich hessiejones Digital is cool but banner ads are not:)  There are way too many channels but we have to optimize where the customer is at all times. Facebook does that. It penalizes the campaign if the messaging doesn’t work. That’s how digital should be run.

  • verylaurenjones

    hessiejones ginidietrich Hey Hessie! Can you elaborate on this a little more?

  • biggreenpen Good afternoon Paula!

  • biggreenpen Well, hello!  🙂

  • Adam Zand They’re clueless because they’ve been wrought in this complacency. for the most part, the things they do “kinda” still work…
    but not really.
    They’re in this state of disillusion that things won’t
    change drastically, at least not while they’re still at the helm. They’re
    wrong. Things are changing already.

  • Adam Zand Such a good question!

  • You know I’m a data nerd and I love numbers. What are some of the metrics companies should employ to evolve their marketing?

  • DwayneAlicie biggreenpen Oh no! The inmates are running the asylum.

  • Adam Zand ARE clueless social brands successful, though? Name a few!

  • ginidietrich YES, I love what IBM is doing, as well as NetFlix – they capitalize on the network influence and understand audience dynamics to determine the right story to tell.

  • DwayneAlicie biggreenpen Hi Dwayne:))

  • What do you think the biggest misconceptions, even savvy brands have about social media?

  • ginidietrich Gini, but I see this is startups, tech savvy companies.. not too many others… someone said to me once it was because ‘no one ever got fired for hiring IBM.’   Risk is RISK… and when you’re comfortable it’s even more scary.

  • DwayneAlicie biggreenpen Hi Dwayne!!!

  • ginidietrich Evolved marketing is NOT only about marketing anymore. Since marketing is a revenue centre, the onus lies on the organization to look at customer churn, customer satisfaction as well as revenue

  • Adam Zand

    I get that, but they only fail if a social savvy company comes along and works harder and gets market share. Established is a good thing often

  • LauraPetrolino They’re still looking at the ROI of social/tech.  It’s moved from social as a trend to social as a NEW way of communicating. So the soft metrics matter just as much as the numbers

  • AmyMccTobin  I don’t know that it’s necessarily at startups. There are large, large companies that are doing it well. And requiring their teams to do it well. Where we see the most pushback on evolving a client’s business is with startups. I swear they teach in Startup School that PR is all about ink and nothing else. So no one wants to hear differently.

  • hessiejones ginidietrich And isn’t the book itself more about INFORMATION – which is what data is – collecting and understanding it?

  • Hey Hessie! What do you think of Madonna’s people releasing her latest video on Snapchat first … and then offering a contest for a chance to chat 1-on-1 with her on the gay dating app Grindr? Evolved? Thoughts?

  • DwayneAlicie Ohhh…good question!

  • ginidietrich AmyMccTobin “startup school” – LOL

  • DwayneAlicie I love it!  Hey this is a new world. We have to continue to test channels to determine their outcomes. It’s the same as when Netflix first released their own series.  Every channel has its place but we all have to try to see what works.

  • “community” has become such a cheapened phrase among marketers (none here, of course.) What does  REAL community look like for a brand?

  • hessiejones LauraPetrolino Are you talking vanity metrics and the like, Hessie?

  • hessiejones I love your appreciation of experimentation! So important — I’m on board with you!

  • hessiejones DwayneAlicie Risk taking takes money though, let’s face it!

  • Adam Zand belllindsay GOOD ANSWER!! LOL

  • LauraPetrolino If a brand were paying attention, they should look to community to TELL them the truth about their products, services, customer issues etc. That’s the end goal. That’s where they can really build value.

  • verylaurenjones

    belllindsay hessiejones DwayneAlicie Agreed, I’m fascinated by this experiment, as well. I understand the Grindr aspect, but not so much the Snapchat.

  • belllindsay hessiejones DwayneAlicie We have to experiment. Fail fast right? And inexpensively.

  • verylaurenjones belllindsay hessiejones DwayneAlicie Hey Lauren (after my namesake:)

  • verylaurenjones belllindsay hessiejones DwayneAlicie Trying for the youth market??

  • Adam Zand belllindsay Adam what’s your question?

  • hessiejones Adam Zand belllindsay I don’t think Adam has figured out this typing thing yet. Maybe he’s trying to send you notes from his notebook

  • Don’t you think there are just TOO MAN channels today, though? With new ones popping up every day? Can marketers really be expected to keep up??

  • belllindsay hessiejones LauraPetrolino soft metrics can be engagement, likes etc. but if we use sentiment analysis (if it ever gets it right) properly then we can really gauge an audience’s perceptions

  • belllindsay ginidietrich AmyMccTobin It drives me crazy. They have have the same convoluted idea. That’s why I’m convinced they’re taught it at a school other business owners don’t go to.

  • Adam Zand

    ginidietrich hessiejones Adam Zand belllindsay It types and then disapears

  • ginidietrich hessiejones Adam Zand belllindsay He’s communicating using mental telepathy!!

  • hessiejones LauraPetrolino YES! Totally agree. That’s an EVOLVED organization, but a really hard thing to do for a brand. How do you convince them to let the community lead in this way….especially when it comes to product (which is like very territorial. “it’s my baby” type of situation often)

  • verylaurenjones

    Hessie what are your thoughts on brands appropriating popular “cool teen” online slang  (Denny’s, iHop)?

  • belllindsay Well the ones that don’t keep up will be left behind. I’ve kept up and I’m over 40. What’s their excuse?

  • hessiejones belllindsay Bahahaha!

  • verylaurenjones LOL IDK! 😉

  • verylaurenjones Nof familiar Lauren, tell me more.

  • hessiejones LauraPetrolino Almost everyone thinks “promotion” when they hear “marketing” … but really marketing is all about designing products and services that fulfill needs for people. This makes me think community almost comes *before* promotion — research and social listening in the early phases of product/service development. That’s a real power of social and an opportunity I think many businesses overlook.

  • Adam Zand

    belllindsay ginidietrich hessiejones Adam Zand Lindsay asked if clueless companies remain successful … do we boycott United after they break guitars? do we stop buying Kenneth Cole after they mock Egyptian revolution. They exist and prosper.

  • verylaurenjones oh, like SMH??

  • LauraPetrolino hessiejones because I think I heard somewhere that it’s hard for people to be told their baby is ugly ….

  • Adam Zand belllindsay ginidietrich hessiejones Ahhhh, I see your point. You think some are simply too big to fail?

  • biggreenpen LauraPetrolino hessiejones babies can be ugly:) but give it a facelift if it needs one

  • hessiejones Yes you ARE!! LOL

  • hessiejones belllindsay LauraPetrolino I think MarketWired might argue that they have some good algorithms for measuring sentiment.

  • Adam Zand

    belllindsay sure. Same for incumbant politicians.

  • DwayneAlicie hessiejones LauraPetrolino +1 Dwayne!

  • verylaurenjones belllindsay hessiejones DwayneAlicie Lauren – I thought the Snapchat bit was weird, too!

  • verylaurenjones

    hessiejones verylaurenjones I’ve noticed a movement towards brands going beyond trying to humanize themselves via using trendy terms and language you woudln’t typically associate with business/professional communications to audiences…great example on Twitter:

  • DwayneAlicie hessiejones LauraPetrolino Dwayne, these days it is customer first. It has to be. Before it was all about building customers for products. NOW the reverse is true.

  • Adam Zand Oh. don’t get me started.

  • belllindsay hessiejones You are too!

  • hessiejones belllindsay She’s waaaaaaay older than 40, Hessie.

  • verylaurenjones hessiejones OMG I hate bae with the heat of a thousand suns.

  • ginidietrich hessiejones SO’S HESSIE!!!

  • Adam Zand belllindsay ginidietrich hessiejones clueless companies will figure out their place in this world. The world at large will put them in their spot.

  • verylaurenjones

    belllindsay verylaurenjones hessiejones SAME. Very early 2014 lol

  • belllindsay verylaurenjones hessiejones It all drives me batty!

  • belllindsay ginidietrich hessiejones shut up Lindsay!!

  • hessiejones belllindsay LOL

  • belllindsay verylaurenjones hessiejones Baby Boomer, Millennial  translation required.

  • LauraPetrolino belllindsay verylaurenjones hessiejones I have to look up all those acronymns. Brands can’t be authentic that way.

  • Digital_DRK belllindsay verylaurenjones hessiejones “Bae” is what the kids are saying now instead of Babe!

  • verylaurenjones

    hessiejones LauraPetrolino belllindsay verylaurenjones It very seems like a cheap/easy way to ride hashtags and pump aura of “with-it-ness”…I suppose I understand short term for shock-value-generated likes and favs from younger followers, but long-term I am so baffled

  • Digital_DRK hessiejones belllindsay LauraPetrolino Everyone has a good sentiment engine. The reality is that if you can move from positive, negative neutral to define the nuances in between, you’re golden. Otherwise I don’t want it

  • Ok, then, who’s really evolving out there, Hessie? Not the HUGE mega brands, who have the resources, etc., but what other brands are taking real risk and evolving?

  • belllindsay verylaurenjones hessiejones I feel like I was the last person on the planet to figure out what BAE meant….

  • belllindsay I love this question — would be great to get some brands to watch.

  • belllindsay Digital_DRK verylaurenjones hessiejones Thanks Bae! I feel old now

  • biggreenpen belllindsay verylaurenjones hessiejones 2nd last….<me>

  • Adam Zand

    belllindsay Adam Zand We live this stuff – most consumers don’t care. They want a great
    product that fills a need. Sure, if it breaks or is hard to use, they
    want social interaction or a repair, but that is sooo rare in my

  • verylaurenjones hessiejones LauraPetrolino Dear Lauren: Brands have been appropriating youth culture and slang since the dawn of advertising. It’s never gonna stop, Bae!! 😉

  • No doubt the world of marketing has changed tremendously in the last 20, 10, and even five years (heck five months.) What is your best advice for brands to stay ahead of the constantly changing landscape?

  • DwayneAlicie belllindsay Nike is evolving, IBM, Fox News (if you can believe it) and many of the large retailers — all are creating CMO roles that go beyond just acquisition…. but move to customer experience. Collaboration internally is important to ensure we don’t create silos that will inhibit responding to customers as they demand it.

  • hessiejones DwayneAlicie NOT the big brands.

  • verylaurenjones

    belllindsay verylaurenjones hessiejones LauraPetrolino  haha I totally hear that! I guess I’m just blown away by the overtness of it all and how “underground” some of these sayings originate as Denny’s tweeting ” hashbrowns on fleek” for example

  • LauraPetrolino Keeping up is hard, really. The problem is Laura, we all still live in this bubble where we inform each other of the trends. The brands don’t KNOW to come to these cool places like SpinSucks to learn. They’re still caught up in reading AdAge or marketing Mag.

  • verylaurenjones belllindsay hessiejones LauraPetrolino Ok, had to Google fleek – gonna use t hat with my 15 year year old son tonight and impress him! HAHAHAHA

  • belllindsay Digital_DRK verylaurenjones hessiejones You know what I’ve noticed that is very interesting? The foodie magazines are beginning to feature recipes with pot in them. Talk about evolution. Holy cow!

  • hessiejones DwayneAlicie belllindsay I hate silos

  • belllindsay hessiejones Any brands you can share that you know have cross-functional, dedicated “customer experience” teams in place to work on the problem?

  • LauraPetrolino those places don’t drive the most recent information.

  • hessiejones LauraPetrolino I have to do something about that.

  • belllindsay verylaurenjones hessiejones LauraPetrolino he’ll be blown away …

  • biggreenpen hessiejones DwayneAlicie belllindsay Only good on farms.

  • Adam Zand

    ginidietrich belllindsay Digital_DRK wait, what?

  • DwayneAlicie belllindsay hessiejones I would love to know that Dwayne. I don’t have an example.

  • DwayneAlicie belllindsay hessiejones We should invite jeanniecw to this conversation. She likely has some great case studies from Main Street on this very question.

  • Digital_DRK biggreenpen hessiejones DwayneAlicie belllindsay so true. Farms are stinky

  • ginidietrich DwayneAlicie belllindsay hessiejones jeanniecw YES! Come on, Jeannie!!

  • Adam Zand ginidietrich belllindsay Digital_DRK Yep! Bon Appetit had a recipe this month!

  • ginidietrich belllindsay Digital_DRK verylaurenjones hessiejones I love pot!!! Sorry, did I say that?

  • ginidietrich Adam Zand Digital_DRK Seriously?? If you need some, I know a guy! LOL!!!!

  • Adam Zand

    ginidietrich hessiejones belllindsay how do you keep up with private channels where most under 20s are living? Hard to pick up brand sentiment and word of mouth on snapchat, etc

  • hessiejones Digital_DRK biggreenpen belllindsay The company I work for has a team in place… This makes me want to go search LinkedIn to see who else does!

  • belllindsay ginidietrich Adam Zand Digital_DRK me please:) the one you put in brownies

  • OOPS BeforeAnyoneElse #WhatHappensWhen50YOsTryToElaborateOnSlang

  • Adam Zand ginidietrich hessiejones Exactly!

  • hessiejones ginidietrich belllindsay Digital_DRK verylaurenjones Here is my issue with it in recipes: You still get stoned from eating it in brownies. With wine or beer, the alcohol cooks out and it leaves a nice flavor. Not so with pot. BUT it’s an interesting way to evolve your traditional media to a new trend.

  • DwayneAlicie belllindsay hessiejones I’m writing a post on Bright House networks – a cable company – and I THINK that they do this.

  • DwayneAlicie hessiejones Digital_DRK biggreenpen belllindsay that’s awesome Dwayne.

  • verylaurenjones

    Adam Zand ginidietrich hessiejones belllindsay wow this question is amazing

  • What surprised you as you wrote this book? A finding, revelation, understanding, conclusion, whatever you found through the process?

  • verylaurenjones Adam Zand ginidietrich hessiejones Oh God, now Adam’s head’s going to get BIGGER!

  • And, to piggyback on Laura’s question, what was the hardest part about writing the book?

  • Adam Zand

    belllindsay verylaurenjones Adam Zand ginidietrich hessiejones I’m hardly an influencer. My son ignores me

  • Adam Zand belllindsay verylaurenjones ginidietrich hessiejones Mine too. He’s good with the eye rolls.

  • LauraPetrolino I was surprised how many companies were still doing it the old school way. Many of my peers in mass and traditional media are now having hard time finding jobs. They’re somewhat irrelevant — that’s hard for a 30 something or 40 something who has had an amazing career

  • Adam Zand

    belllindsay verylaurenjones Adam Zand ginidietrich hessiejones I may need to send him a Shapchat to see how his Utah vacation is going … if I could frigging figure how to do a direct Snapchat to someone 🙁

  • hessiejones Digital_DRK biggreenpen belllindsay It started in the marketing org, but has recently moved to report directly to the President.

  • Adam Zand LOL!!

  • Adam Zand

    ginidietrich feeding the interns

  • ginidietrich Finding the time to do it right! Finding a quiet place to make it come together cohesively. I think I read it 30 times with AmyMccTobin and danielnewmanuv . This, ON top of WORK, is tough.

  • Adam Zand And trying to figure out how to SnapChat

  • Adam Zand ginidietrich I wish I had interns ADAM

  • I love that we have a yung swaglord keeping it 100 in our midst today! 😉

  • hessiejones It IS tough, but so important and so necessary.

  • DwayneAlicie hessiejones Digital_DRK biggreenpen belllindsay would love to know more about this Dwayne. An beautiful anomaly

  • Adam Zand belllindsay verylaurenjones ginidietrich hessiejones HA! I have no clue how to use Snapchat!!!

  • belllindsay who is that!

  • verylaurenjones

    belllindsay Adam Zand verylaurenjones ginidietrich hessiejones Same! Wound up deleting it.

  • hessiejones Well, it’s not YOU, Hessie!!

  • ginidietrich Adam Zand  Installed SnapChat last week, I don’t find it user friendly.

  • belllindsay hessiejones way to keep the guest humble…

  • verylaurenjones

    belllindsay hessiejones lol I am a fan of rap, what can I say?

  • belllindsay hessiejones I would swear AT you, but I’m very polite today

  • verylaurenjones belllindsay hessiejones 😀

  • hessiejones No swears allowed on SS!

  • Adam Zand belllindsay verylaurenjones ginidietrich hessiejones My daughter wanted to punch me in the face the other day — as a matter of fact. I’m going to disable her tumblr account.

  • verylaurenjones belllindsay hessiejones Are you and Hessie related?? #keepingupwiththejoneses

  • belllindsay hessiejones Well, it’s a GOOD thing I don’t work at AD!!!

  • verylaurenjones

    hessiejones Adam Zand belllindsay verylaurenjones ginidietrich Ooh Hessie isn’t playing around! Worse than grounding imo

  • Adam Zand

    hessiejones ginidietrich belllindsay Digital_DRK verylaurenjones Inappropriate Mom may still be available in some global URLs 😉

  • ginidietrich hessiejones You know this Gini!:) but I’m glad it turned out the way it did

  • hessiejones Adam Zand belllindsay verylaurenjones ginidietrich HAHAHAHAHA!! Modern parenting!!

  • AmyMccTobin belllindsay hessiejones Oh they can swear at each other. Just not in print.

  • ginidietrich AmyMccTobin belllindsay hessiejones I’m going to church after this.

  • AmyMccTobin belllindsay hessiejones Good heavens, Amy, do you KNOW ME!? #curselikeasailor

  • belllindsay hessiejones Adam Zand verylaurenjones ginidietrich I’m also chatting with her friends on i-message — from my imac

  • hessiejones ginidietrich AmyMccTobin belllindsay Speaking of, there is some very funny banter happening on the Book of Face about Ash Wednesday today. Apparently you can just drive up, get your ashes and go…without getting out of your car.

  • ginidietrich hessiejones AmyMccTobin What the heck is Ash Wednesday?

  • ginidietrich hessiejones AmyMccTobin belllindsay Way to get a dirty forehead without getting out of your car! Can they come through the sunroof?

  • ginidietrich hessiejones AmyMccTobin belllindsay The cremation convenience.

  • Three tips to ensure your company is evolving and not stagnating, hessiejones!

  • I am very sorry to leave this party early. I have a meeting at noon (who scheduled that?!) that I have to prep for. Hessie, you rock! Can’t wait to read the book. And we’ll give away two copies to today’s attendees.

  • belllindsay ginidietrich hessiejones AmyMccTobin Let me Google that for you, Lindsay

  • ginidietrich belllindsay hessiejones AmyMccTobin Hardy har.

  • ginidietrich Thank you for hostessing!

  • ginidietrich hessiejones AmyMccTobin belllindsay WOW. #ImposeAndGo

  • Digital_DRK ginidietrich hessiejones AmyMccTobin ha! I hear the ashes also came from belllindsay ‘s hash garden

  • DwayneAlicie That sounds so important!

  • DwayneAlicie ginidietrich Excuse me, who is hostessing???

  • ginidietrich thanks my friend!! Talk soon!

  • ginidietrich belllindsay hessiejones AmyMccTobin typed in non sarcastic font

  • hessiejones Digital_DRK ginidietrich AmyMccTobin belllindsay HESSIE!! LOL

  • belllindsay DwayneAlicie Dwayne knows who the boss is around here.

  • belllindsay hessiejones 1) Collaborate – empower employees to bring forward the information. Create a culture of sharing ie accountability at the edges.

  • Adam Zand

    hessiejones biggreenpen LauraPetrolino All babies look like Winston Churchill. Back on topic: Laura do you ever check out findings of The Community Roundtable. Excellent resource for best practices and real guidance on lifecycle/evolution of communities.

  • ginidietrich belllindsay I forgot to add “SPONSORED CONTENT” to my post above, sorry…

  • belllindsay Listening — really understand what the market is saying. Keep this turned on and tune in regularly

  • Adam Zand hessiejones biggreenpen LauraPetrolino Oh, I love The Community Roundtable!!

  • belllindsay ginidietrich Thank you for hostessing, Lindsay!

  • Adam Zand

    belllindsay Adam Zand hessiejones biggreenpen LauraPetrolino I’d marry Jim and Rachel but that would be sloppy at best

  • ginidietrich hessiejones AmyMccTobin belllindsay A runner friend of mine JUST posted this from her run today ….

  • belllindsay Finally — rely on data – not just conversations but website data, CRM information, transactional to inform the overall strategy. Do NOT throw something on the wall and hope it sticks

  • Adam Zand belllindsay hessiejones biggreenpen LauraPetrolino Yeah, that would be awkward.

  • ginidietrich adios!

  • DwayneAlicie belllindsay ginidietrich #TooLittleTooLate 😉

  • belllindsay AmyMccTobin hessiejones I want to be like Lindsay

  • hessiejones belllindsay AmyMccTobin …said no one ever.

  • What advice would you give yourself if you could visit yourself ten years ago? Now that you are so passionate about a subject you have written a book about it and all …

  • Adam Zand

    belllindsay Adam Zand hessiejones biggreenpen LauraPetrolino Their kids are cute too, but so is mine. Hmm, maybe a spinoff community based Internet TV series? “When Adam met Jim and Rachel”

  • belllindsay hessiejones AmyMccTobin *crickets*

  • LauraPetrolino belllindsay hessiejones AmyMccTobin Hey now.

  • DwayneAlicie Stop asking all the good questions Dwayne!

  • Adam Zand belllindsay hessiejones biggreenpen LauraPetrolino It’s been done. #ThreesCompany

  • DwayneAlicie Something I should’ve learned 10 years ago: Don’t be complacent. If you see something changing, chase after it and see where it leads. Peter Kim is my hero. he said it best: Be curious. Not Furious

  • DwayneAlicie great question

  • Adam Zand

    LauraPetrolino DwayneAlicie Laura, I’d give myself the hair I had before I started a PR career.

  • I’m going to steal from the Inquisition: Biggest mistake you’ve made in your career, and why?

  • hessiejones Love it!

  • Adam Zand LauraPetrolino DwayneAlicie HAHAHAHA!

  • Adam Zand LauraPetrolino DwayneAlicie I like hairy men — on their head

  • hessiejones Adam Zand LauraPetrolino DwayneAlicie OMG

  • hessiejones Adam Zand LauraPetrolino DwayneAlicie OMG!

  • belllindsay hessiejones Adam Zand LauraPetrolino DwayneAlicie I know TMI!! sorry

  • LauraPetrolino hessiejones Adam Zand DwayneAlicie YOU know what I mean #dirtyminds

  • Adam Zand

    belllindsay I already know Gini’s biggest mistake, but I’m posting it in PUNKS 😉

  • belllindsay hessiejones Adam Zand LauraPetrolino ZERMG

  • Adam Zand If you mean ME, that’s just mean!!

  • DwayneAlicie hessiejones CURIOUS NOT FURIOUS! We need t-shirts!

  • DwayneAlicie belllindsay hessiejones Adam Zand LauraPetrolino what is that one??

  • LauraPetrolino DwayneAlicie hessiejones YES I want one!!

  • LauraPetrolino DwayneAlicie hessiejones I literally just emailed myself that phrase #ComingSoonToABlogPostNearYou

  • Adam Zand belllindsay HIRING LINDSAY

  • Adam Zand

    belllindsay Adam Zand Nah, that’s a bad one, but it’s her blanket statement that “spin sucks” – she is dead wrong on that one and I have tons of pay stubs and new business pitches to prove it 😉

  • biggreenpen LauraPetrolino DwayneAlicie hessiejones We can always count on you Paula!

  • hessiejones LauraPetrolino DwayneAlicie I want one too – I can use it to expand my one-piece Spin Sucks wardrobe… and then I can drink from my SpinSucks stemless wineglasses while wearing it and enjoying my SS tschotschkes!

  • If you could add another chapter to the book, what would it be on? Like your encore….

  • ginidietrich Adam Zand MEAN!!!!!!!!!

  • verylaurenjones

    @hessiejones , do you encounter clients that believe online is the silver bullet? What do you say to them re: integrating other marketing channels?

  • ginidietrich Adam Zand Also, I thought you were LEAVING!!

  • belllindsay I don’t make mistakes Lindsay! But I believe going to Agencies who are supposed to get it but don’t gave me fodder for what I’ve written in the book. 

    They are the biggest gap today. I went to 2 digital agencies who did not get it.

  • LauraPetrolino biggreenpen DwayneAlicie hessiejones for a blog post inspired by a great phrase or for overexuburance about Spin Sucks? 😉

  • belllindsay Adam Zand I still have the chat up. It’s happening on this thing called the Internet. I can see what’s going on.

  • Adam Zand

    hessiejones DwayneAlicie sorry but what does that mean? Is it a mindset thing when faced with marketing or any new experience?
    I’m a big fan of Peter’s but that one slipped by me

  • LauraPetrolino That would definitely be on data intelligence, my favourite subject. Where we move towards Artificial intelligence — and where we learn how to get a better gauge on people’s thoughts, propensities and emotions. It all leads to predictability.

  • Adam Zand So, making money from spin is ok?

  • ginidietrich belllindsay Adam Zand “The sarcasm is strong in this one today” – Yoda.

  • hessiejones LauraPetrolino Oh man. Entering the Twilight Zone with the AI stuff. Creepy as EFF!

  • verylaurenjones Online is not the silver bullet. Online is a great place to understand customer behaviour (search), conversations. It’s a big data place filled with tons of insights.  It will def help companies determine many things to help inform strategies in content, messaging, audience.

  • Adam Zand hessiejones DwayneAlicie Yeah, that one is lost on me too, Adam.

  • Digital_DRK ginidietrich belllindsay Adam Zand Don’t you have a meeting Gini?

  • Adam Zand

    Digital_DRK ginidietrich belllindsay Adam Zand Sort of related to my earlier point about how so many clueless companies make big bank. To say spin sucks would wipe out the most of the PR industry. I’m serious. We get this stuff, but again the masses get buy on platitudes and billable hours. Maybe not forever, but they do now.

  • hessiejones verylaurenjones I disagree. I think corporations who still have their heads in the sand re: digital are doomed.

  • hessiejones LauraPetrolino ohhh…I like it! Next book!

  • belllindsay Adam Zand I’m not answering this one.

  • Adam Zand Digital_DRK ginidietrich Yup. True.

  • belllindsay hessiejones verylaurenjones Digitil is ONLY one channel. People still buy offline too. That’s where we need to marry both worlds. Online and mobile will help us do that.

  • Would you recommend your kids get into marketing and communications? Why or why not?

  • hessiejones belllindsay verylaurenjones Well, yes, that was my point. LOL

  • belllindsay Yes, because it means they don’t have to go into the army

  • Adam Zand

    belllindsay Adam Zand hessiejones actually, my career and employers or clients are based on spin, but you all get my wider point.

  • Adam Zand Digital_DRK ginidietrich belllindsay That’s the whole point of “spin sucks.” Most of the industry does it. Execs still ask for it (even some of our clients, before I punch them in the nose). The vision of Spin Sucks is to change all of that. I’m not naive enough to think it’ll happen in my lifetime, but it’ll happen. I won’t give up the fight.

  • hessiejones Dear Hessie: We don’t live in France.

  • belllindsay Seriously though — I am biased but this space is really fun and it allows them to grow in a space that’s constantly changing

  • belllindsay hessiejones or Iraq

  • belllindsay Adam Zand hessiejones DwayneAlicie Maybe it relates to this statement in one of his blog posts: “Next time you see a heated online exchange — whether you’re directly involved or not —  be curious, not furious. What you discover may surprise you.” (?)

  • hessiejones Yes, I agree. Very very cool stuff happening.

  • belllindsay Adam Zand hessiejones DwayneAlicie LOL or maybe it doesn’t!

  • biggreenpen belllindsay Adam Zand hessiejones DwayneAlicie that’s it!!!

  • biggreenpen belllindsay Adam Zand hessiejones DwayneAlicie Ahhh, ok, better context.

  • My fingers hurt.

  • belllindsay and they get to play on Facebook and Tumblr at the same time

  • hessiejones belllindsay And there are so many options!

  • belllindsay wuss

  • belllindsay biggreenpen Adam Zand hessiejones Go bravely into the belly of the beast!

  • hessiejones belllindsay I’ve been typing since 6:00 AM!!!

  • AmyMccTobin belllindsay that’s right! They get to have a good job at the end of the day.

  • belllindsay hessiejones That’s not true.  You sent me a text at 4:22 a.m.

  • Adam Zand

    hessiejones belllindsay ugh … my son wants to join the Air Force but that’s for a discussion another time. I wonder how colleges and universities are able or NOT able to keep up with all this stuff we deal with. I guess it helps that some hire smarties like Todd Van Hoosear or Amy Vernon, but I worry about paying big bucks for a dated education

  • hessiejones biggreenpen belllindsay Adam Zand DwayneAlicie I’m always going for the gold star …

  • DwayneAlicie belllindsay biggreenpen Adam Zand thanks Dwayne! See you soon!

  • ginidietrich belllindsay hessiejones HAHAHAHA! That’s right, I did!

  • Adam Zand hessiejones belllindsay My son is going into the trades, if I have anything to say about it.

  • AmyMccTobin hessiejones belllindsay So many. Data, words, research, writing, design … psychology…

  • belllindsay ginidietrich optics Lindsay!

  • belllindsay Adam Zand hessiejones My son will be a hockey star —- yeah right!

  • Adam Zand

    belllindsay Adam Zand hessiejones A trade school for marketing (and maybe social) is actually a killer idea. Sort of like a coop education mini agency

  • Adam Zand hessiejones belllindsay a dated education and not necessarily an environment where they learn the skills they need to deal with a world in which they have to deal with so many different people, in so many different places, via so many different methods. Problem solving 101.

  • Well, folks, this was a fantastic chat. Probably because there were not one, not two, but THREE Canadians in the group (I’m looking at YOU verylaurenjones). Thanks Hessie, and everyone else who stopped by!!!

  • danielnewmanUV

    Okay! Here for the chat 🙂

  • Don’t we have a call at 1???  Enough with this fun and games over here. 🙂

  • Adam Zand belllindsay funny thing: people like us HAVE to teach at universities because the profs are NOT up to date. Kids are learning from professionals not professors

  • danielnewmanUV HAHAHAHAHAHA! I just laughed OUT LOUD!!!

  • LauraPetrolino hessiejones There was some irritating post the other day where some guy said marketing would go away, and things would just be delivered to your door before you asked for them … and I was like BROUGHT TO YOU BY MARKETING, hello. That *is* an expression of marketing.

  • belllindsay verylaurenjones It really was!!! Thanks everyone!

  • danielnewmanUV kinda late aren’t you?

  • danielnewmanUV finally!

  • Adam Zand belllindsay hessiejones Ooooh, let’s take this offline, Adam!!

  • danielnewmanUV Take over I have a meeting:)

  • verylaurenjones

    belllindsay verylaurenjones thanks! This was fun and informative @hessiejones 🙂

  • Thanks eh!

  • Guys, I’ve had a blast. Sorry, I have a presentation right now.  danielnewmanUV  you can take my place… althought I AM irreplaceable

  • Adam Zand

    hessiejones Adam Zand belllindsay Some places like Syracuse live on those guests. Heck, as a grad I used to present to PR classes there, but the department told me and a couple of friends that they were booked too much with guests. I wonder if students tune that style out at some point. Hmm

  • verylaurenjones belllindsay Whoops, I forgot about Digital_DRK!! You’re really just an honourary Canadian, LOL

  • hessiejones danielnewmanUV typed in modest font.

  • Digital_DRK eh?

  • THANKS @belllindsay ginidietrich  I had a blast!

  • Adam Zand

    belllindsay Adam Zand hessiejones stop hitting on me Lindsay … I HAVE A MIND. Oh sorry, I see … you meant the agency trade school idea. Sure!

  • correction – thanks hessiejones eh !

  • Adam Zand belllindsay hessiejones <3

  • danielnewmanUV

    Right on time? It was at Noon CST Right 😛

  • belllindsay ginidietrich DwayneAlicie hessiejones jeanniecw Ok ok! I’m here!  Many companies are beginning to evolve and some organizations do it really, really well. Cross-functional CX teams are becoming reality in places like hospitality and technology companies. Sprint did an amazing job getting to the root causes of their issues by leveraging customer service complaints with cross-functional solutions. (That’s a big brand, darn it.) Pad & Quill in Minneapolis does a great job responding to customer requests and improving their products. How’s that??

  • danielnewmanUV

    hessiejones rocked this joint…Sold 4,000 books in one hour! Good job Girl. Now…back to your regularly scheduled programming

  • Adam Zand

    belllindsay Just think how hessiejones interns feel right now. They were on fire about 25 minutes ago

  • danielnewmanUV just transfer the funds into my numbered account. Thanks Dan!

  • hessiejones DwayneAlicie belllindsay Adam Zand LauraPetrolino It’s like ERMAGERD + ZOMG so ZERMG.

  • p.s. Can’t wait to read this!

  • danielnewmanUV

    hessiejones danielnewmanUV oh yeah…

  • danielnewmanUV

    Digital_DRK hessiejones danielnewmanUV Here…ready to go! 😛

  • danielnewmanUV

    belllindsay danielnewmanUV here to entertain…are you not entertained?

  • danielnewmanUV

    belllindsay verylaurenjones way too many Canadians…like half the country. #HA

  • jeanniecw belllindsay ginidietrich hessiejones Thank you, Jeannie!!!

  • egaitken

    I’m so sorry I missed the live discussion.  I’d love to win the book though!

  • hessiejones

    ginidietrich Now I have to go my ashes. No drive-thru here:) Thanks again Gini!

  • hessiejones DwayneAlicie LauraPetrolino not sure I agree with this statement. Customer has always been first for successful companies this pre dates the web and even computing. 9 in 10 new products fail because someone came up with ideas and then tried to create customers for it. In social media we have seen this failure so many times. Especially with Facebook. But Foursquare, Facebook places are great examples (location based checkins were a huge failure everywhere at least in the form they were first created). The benefit of the checkin was 100% for the service and not for the user. Facebook is migrating now in that direction. When was the last really useful change to facebook to users? 2011? Everything since then has been aimed at their paying customers….advertisers who will leave if users leave. Everything they tried that failed (and the list is long) was created to benefit serving ads to paying customers and this will kill the company slowly. It is why snapchat is HUGE with all the milennials I am around. Most have ditched facebook because the service isn’t about them.

    In history successful businesses have always created products to fit the needs to customers even if customers don;t know it yet (Think IPod, Smart Phone, the Car, the Plane)

  • hessiejones Digital_DRK belllindsay LauraPetrolino careful dissing ROI. When a CEO/CFO is thinking investment of resources they will compare estimated ROI’s across all disciplines and allocate based on the best return (NPV, IRR) and if Social Media can’t show it can bring a higher return than say investing in new machines to make products cheaper…or better…or say hiring some new sales reps, social media will lose. This is for all disciplines not just social media. Especially at public companies where stock options pay out when companies grow faster than the forecast. In fact stock price is based on future growth rates. So today;s stock price is a consensus on a growth rate today. If your rate stays exactly the same your stock price might not move at all or even decline hurting top management bonuses. That is why when a company misses the estimates the share price tumbles and when they beat analyst estimates the share price zooms.
    You can also see what insiders think about the future because they normally hold onto stock or buy more if they feel the share will be going up. Since the Facebook IPO every insiders has been liquidating their holdings as fast as possible (except for Zuckerberg)

    Where it says acquisition on non-open market that means Facebook gave them stock for free either vesting options..
    So last 6 months insiders have sold 5.8 mil shares and bought none. Institutions (original investors pre-IPO think Goldman Sachs) have sold 38 million shares and bought none .
    The finance tutorial is to understand the motives of upper management which is profits and stock price growth. Vanity metrics do not move share prices only product/service sales do.

  • Howie Goldfarb hessiejones LauraPetrolino Cable companies spring to mind in the company-first set, too … I hope we are seeing them waking up, slowly. Or, should I say “it” since really they’re merging into one … sure, THAT will help!  Wink.

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