Gini Dietrich

Join Jay Baer for a Special Livefyre Q&A Today

By: Gini Dietrich | December 18, 2013 | 

Join Jay Baer to discuss his latest book, Youtility, during a live Livefyre Q&A chat. Ask him questions, read the transcript, or just stalk the page.By Gini Dietrich

Jay Baer, the author of Youtility: Why Your Marketing Needs to Be About Help, Not Hype, joins us today for a Livefyre Q&A.

I’m fairly certain Jay needs no introduction.

He has been on the social media, author, speaking, blogging circuit for many, many years. He has built companies and sold them. He moved his family to Bloomington, Ind., for no other reason than they liked the town. And he’s a tequila aficionado.

Today he’s going to hang out with you for an hour to answer any and all questions you have about his latest book, tequila, state fairs, or how many flights he took this year.

Today’s Livefyre Q&A

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), Jay will be here so you can ask him how to create useful marketing, how to address the questions customers and prospects ask, how to develop marketing your customers actually want, who you are actually competing against, or how to use case studies in new and interesting ways.

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 the book so you can help Jay out, but also get your learn on.
  • Create a list of questions (if you haven’t read the book, go to Amazon and read through the content there; you’ll find some things to help you formulate 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,” Jay 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 Livefyre Q&A (even if you’re late to the party, but not if you’re an Arment Dietrich employee) will be entered in a random drawing for a free copy of the book.

We bought two copies and will give them away, but you have to actually leave a comment, ask a question, or participate in the chat to be entered in the drawing. 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 drawing 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 Joel,Danny BrownChuck HemannMichael BritoDJ WaldowTom Martin, and Ahava Leibtag.

And following is the lineup for the next few months, so mark your calendars!

Same bat time, same bat channel.

About Gini Dietrich

Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. She is the author of Spin Sucks, co-author of Marketing in the Round, and co-host of Inside PR. She also is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro. Join the Spin Sucks   community!

  • Yippee!!

  • Oh – this’ll be a good one. See y’all at noon!

  • OK now, don’t forget Jay’s musical intro… everybody needs walk-on music, ya’ know… 

    Wish I could be there, but a client meeting calls

  • creativeoncall love that, chuck

  • Word Ninja Thanks!

  • creativeoncall Oh I won’t forget!

  • SpinSucks

    clippPR Yay!

  • Whoot! Should be fun!

  • I guess I’m fashionably early.

  • This should be fun!

  • CarrieMorgan Good nudge….I just Amazon’d it.

  • Looking forward to this.

  • ClayMorgan You are, indeed!

  • *checks clock* *cracks knuckles*

  • JoeCardillo CarrieMorgan New verb?

  • And it’s time! Hello everyone! Welcome jaybaer!

  • *waving from Toronto*

  • ginidietrich jaybaer Greetings and salutations!

  • ginidietrichshow your Youtility and please get me a Diet Dr Pepper. Thank you.

  • Howie Goldfarb NO.

  • Howie Goldfarb ginidietrich Knew this was coming

  • Howie Goldfarb ginidietrich Dr. Pepper 10 is way better than Diet Dr. Pepper. #youtility

  • CarrieMorgan Thank you!

  • So, Jay. The very first thing I am required to ask you about is the Youtility music video creativeoncall did for you. What’s the story behind that?

  • Hey everyone. Thanks for dropping the egg nog and hanging out.

  • amandag

    cheers from chilly Chicago JayBaer and hello ginidietrich!

  • JayBaer Oh, I’m still drinking.

  • amandag Hi my fave!

  • belllindsay I can hear you!

  • ginidietrichcreativeoncallwell originally was supposed to be Aerosmith but Tyler was put into rehab just as recording was to start?

  • JayBaerDid you notice Susan Baier made something like 20 GALLONS of egg nog this year? Man, wishing I were at her house!!!

  • ginidietrich LOL!!

  • belllindsay JayBaer We’ll drop the egg nog when our fingers aren’t capable of holding it anymore

  • ginidietrich Glad you asked! I really enjoyed the social media songs Chuck was putting together, and was able to meet him IRL in Chicago. I talked about putting together a music video for the book launch, and he was totally game (one of the best people anywhere, is Chuck Kent). But, he took it to a whole other level than what I envisioned, with visuals from fans of Youtility, AND the song was recorded by Chuck and his OWN FAMILY! Here it is:

  • CarrieMorgan OMG. I hope she’s hosting a large number of people.

  • amandag JayBaer ginidietrich Not super warm here in Indiana, either

  • CarrieMorgan She is the queen of the nog.

  • Hello from Florida!

  • So, JayBaer – Can a brand be too helpful? Setting up unreasonable expectations for customers that might be difficult to meet at times?

  • LauraPetrolino Hey Laura!

  • Word Ninja JoeCardillo CarrieMorgan Amazon, Amazon’d, Amazoning – works for me! Welcome jaybaer !

  • Boston representing.

  • ginidietrichCarrieMorganSusanBaierI think she might be hoarding it for herself and just faking the company…

  • Hi Jay!

  • sierratierra We need some more Canucks up in here!

  • JayBaer I am curious. Being customer focused is not a new concept. I used it for years selling newspaper ads – solving their problems rather than building my revenue – and even Dale Carnegie talks about it. Why do you think so many companies just don’t get it? Is it culture? Lack of marketing education?

  • belllindsay ginidietrich <hic>

  • JayBaer I love this…and I ADORE Chuck!

  • CarrieMorgan ginidietrich SusanBaier LOL!!

  • belllindsay sierratierra waving from frigid Ottawa!

  • amandag

    jasonkonopinski Hi Jay-son!

  • LSSocialEngage belllindsay sierratierra THAT’S what I’m talkin’ about!

  • amandag Sup, A-Gant. 😉

  • JayBaer, in the PR industry, many pros are hesitant for giving away the secret sauce – afraid it helps the competition more than it helps themselves. What advice would you have me share with them? (I see a blog post in the making for this today! <grin>)

  • sierratierra  Hey LKW. Loved your video on content editorial calendars!

  • JayBaer how do you help a company encourage the cultural shift often needed to truly create a Youtility focused approach?

  • jasonkonopinski Hey pal. Happy Holidays!

  • sierratierra Lisa!!!! Hey lady!!

  • sierratierra Hi Lisa!

  • JayBaer sierratierra I’ll be doing some more of that — on Google Docs, etc. SUPER important. Thanks for the feedback!

  • ClayMorganBecause being customer-focused requires you to extend the conversion timeline, and companies are afraid of that. Irony alert: technology forces us to move faster, but winning strategy requires us to move slower.

  • JayBaer Likewise, my friend. Hope to see you more than once a year.  We still need to do that BBQ throwdown.

  • LauraPetrolino Hey love! Can you send maybe 10 degrees of warmth up this way? There’s chocolate in it if ya do…

  • So tell us why ginidietrichwas omitted from the Amazon list of Editorial Reviews?

  • sierratierra LauraPetrolino I would if it was warmer than 45 today!!!!

  • CarrieMorgan First, there is no secret sauce. Do you really think you have some proprietary process that your competitors don’t know about (in professional services?) Pul-leeze. That “proprietary process” is typically a Powerpoint slide and a set of abbreviations. Second, a list of ingredients doesn’t make someone a chef. Give away informations snacks to sell knowledge meals.

  • Howie Goldfarb You are so mean to me!

  • LauraPetrolino Small bites. You can’t  make the Youtility shift all at once. Do a pilot program that can fly under the radar. Prove that it works at small scale, then expand. That said, you shouldn’t do 100% Youtility in your marketing (usually). You still need some gas on that fire.

  • Howie Goldfarb I am long past trying to understand the Sphinxian ways of Amazon.

  • JayBaerCarrieMorganMakes me laugh – we are just not that unique! Some of us just work harder at it (and at learning) than others. But they hold themselves back out of fear, not realizing it doesn’t allow them to let their own expertise shine.

  • JayBaer CarrieMorgan Think about all the celebrity chefs who have cookbooks. Just because you have their recipes doesn’t mean you can cook like they do.

  • On to serious notes.
    A LOT of our capitalistic commerce is for things that have zero Youtility and are all hype. For example a Mercedes. Who really needs one? Nobody. What we need is a car that gets us around. So how does a Brand built on Hype or fake Created need….show there is Youtility?

  • LauraPetrolino sierratierra We need it to stay cold in Florida so Laura doesn’t go outside.

  • Howie Goldfarb I NEED ONE!

  • ginidietrichHowie GoldfarbI am on hold with Bezo’s right now. He owes me a favor. Actually 2 Favors. But calling in one chip right now.

  • ginidietrich JayBaer CarrieMorgan Nice little soundbite when people give you the “what do PR & marketing really DO anyways”

  • ginidietrichHowie Goldfarbno you don’t. You just think you do. What you need is a bike that avoids hitting cars!

  • ginidietrichJayBaerCarrieMorganGreat analogy! I don’t think it’s about knowledge, it’s about how you string it together to make amazing things happen. The unique combination of knowledge plus your own experience putting that knowledge to work. Then using your personality and what is unique about you to polish it all off into something wonderful. Be fearless! But find that something that makes you completely unique.

  • belllindsay I wouldn’t say “too helpful” necessarily, but I’ve written about the dangers of “stunt customer service”. Even WestJet recently. We all feel good about them, but it’s a one-off. I’d rather have above-average service 100% of the time, than super great service 1% of the time.

  • You might have missed this oneJayBaer – Can a brand be too helpful? Setting up unreasonable expectations for customers that might be difficult to meet at times?

  • Howie Goldfarb Oh no. I do. I will die without one.

  • marksalke

    Howie Goldfarb Oh, don’t underestimate the Youtility of Metility. Status has great value to some. Plus, a Mercedes IS a pretty nice ride. Still gets you around.

  • Howie Goldfarb  Glad you mentioned Mercedes. Here’s a great example from them:  (QR codes on the car so that first-responders can use jaws of life more safely)

  • JayBaer belllindsay I loved the WestJet video, but that’s A LOT of work and -you’re right – a one off. They set themselves up to provide that level of service always…and it’s likely impossible to do so.

  • JayBaer G’AH! Ignore ignore! LOL

  • Howie Goldfarb The key is to transcend the transaction in Youtilities of that type

  • ginidietrichHowie GoldfarbWhat does a mercedes do for you Gini? Wasn’t the Ford Focus good enough for you?

  • ginidietrich JayBaer Everyone needs a one off once in awhile.

  • JayBaerHowie GoldfarbBrilliant!!

  • marksalke

    JayBaer Howie Goldfarb That’s a really cool example of value in a luxury brand.

  • ginidietrich JayBaer belllindsay people talk about that kind of thing like it’s a customer service coup, but it’s really a PR coup that uses customer service as a cloaking device.

  • ginidietrich LauraPetrolino sierratierra Lisa, do you see the abuse I take from her tyrannical rule! She will stop at nothing to win our steps content!

  • marksalkeHowie Goldfarbmy guess is 50% of the price is paying for people to care for it with Extra Virgin Olive Oil Rub Downs? lol I can’t logically equate status to youtility in all honesty. I don’t have a TV. I don’t need one. Never have. In the last 17 years I have had cable on 3 of them. And don’t again. Mental dependency is a sickness not a reality. Trust me I have plenty of mental dependencies. LOL

  • LauraPetrolino ginidietrich sierratierra I am not above cheating to win. Look at my idol Lance Armstrong.

  • JayBaer ginidietrich Oh, 100% agree. But if a company is “super helpful” all the time, what happens is that ONE time they drop the ball, they get eviscerated!

  • JayBaerHowie GoldfarbElaborate?

  • ginidietrich LauraPetrolino sierratierra if you aint’ cheating you aint’ trying

  • ginidietrich LauraPetrolino sierratierra 
    HAHAHAHAHA! Strong point!

  • JayBaer ginidietrich LauraPetrolino sierratierra T-SHIRT!!!!!

  • What do you think of the Apple holiday ad – Misunderstood JayBaer ? I am reading many mixed reactions.  Your thoughts in terms of how they did branding wise?

  • marksalkeJayBaerHowie GoldfarbCarrieMorgannotice the word ‘could’ though. No guarantee and if it doesn’t work you can’t sue! But yes they have been cutting edge with many safety systems. Whether the value is there is left to us finance/accounting peeps.

  • belllindsay JayBaer ginidietrich Very true. But that’s always been the case, not just in a socially-enabled world. It’s why Southwest is so disappointing when they blow it, for example. Expectation management.

  • ginidietrich LauraPetrolino sierratierra Ugh, don’t get me started with Lance! #tdf

  • Many of us are familiar with the concept of Youtility because we stalk you. I mean, we’ve read your book, seen you speak, and attended a webinar or two. But for those who are new to you, can you explain the concept of Youtility?

  • Do you think that because companies have lost touch with helpfulness as a primary reason for being, consumers are cynical and suspicious about their motivations?

  • LSSocialEngageJayBaerwhat is Apple? And I have no TV so what is a Holiday Ad.

  • ginidietrich Thanks, was just about to ask that one.

  • sierratierra I’m a huge, huge fan. It’s disappointing, but I still think he is one of the greatest cyclists of our time.

  • Howie Goldfarb LSSocialEngage JayBaer Dirty hippie.

  • LSSocialEngage JayBaer I might have missed this one. Any link?

  • ginidietrich Youtility is marketing so useful, people would pay for it if you asked them to do so. It’s marketing with intrinsic and inherent value. It’s marketing that people actually WANT, instead of marketing that companies think they need. Tons of examples in the book and on Many of them digital, some offline too.

  • JayBaer belllindsay ginidietrich Did you all follow the recent supreme court case about the airline that revoked a man’s frequent flyer status because of excessive complaining. There are always going to be people that will try to take advantage and feel entitled….no matter how great or horrible your service model is.

  • jasonkonopinskiI think they can see through the faked helpfulness that is just cloaked sales, but genuine helpfullness makes a difference, leaves a mark, is well received… But it has to be obviously authentic.

  • belllindsay Howie Goldfarb Did you know that’s also the name of a chai with a shot of espresso?

  • ginidietrichHooray for stalking!!!

  • jasonkonopinskiits about money. Like ACD (automatic call distribution) lines that send you into customer service hell. It saves them money.
    But the ones that don’t tend to make more money. Many businesses like Walmart for example have a low cost business model which means low customer support and service. You can’t offer great service and be lowest cost. They are almost always mutually exclusive.

  • LauraPetrolino JayBaer belllindsay ginidietrich That case was really, really interesting to watch.

  • susancellura

    JayBaerginidietrichSo there is still the hurdle of educating businesses to do what is right versus what they “think”.  😉

  • Howie Goldfarb LSSocialEngage JayBaer  Since I am not as quick and witty as you Howie 🙂 This. :

  • jasonkonopinski That’s a great question. I hope not. But companies give consumers plenty of reasons to be suspicious. It’s one of the things I talked about in the book, with the Clorox MyStain app vs. the Charmin Sit or Squat app. The former is a pure Youtility, the other is a bit of a Trojan Horse. So much of Youtility is about trust…believing that your customers are smart enough to reward you eventually if you reward them today.

  • Howie GoldfarbjasonkonopinskiTrue that doing it right is a significant investment of budget and resources!

  • LauraPetrolino So are you telling me, “I travel in and out of this airport weekly” doesn’t work?

  • sierratierra yes see above.

  • CarrieMorgan Howie Goldfarb From where I sit, I think Youtility in its true form exists independent of the profit motive.

  • What tequila brands – if any – are practising Youtility?

  • belllindsay Someone had to ask.

  • jasonkonopinskiCarrieMorganHowie GoldfarbAbsolutely! IT is a culture. But it does have to be supported with the right resources to enable it.

  • LSSocialEngage JayBaer I think it blows. Apple has no idea what they stand for anymore. They are trying to be the Saturn of technology, and we saw how that worked out. For good advertising that promotes product features, see just about anything that Google puts on TV.

  • susancellura

    JayBaerjasonkonopinskiKey word here is TRUST.

  • JayBaer LSSocialEngage You have a cold, black heart, Mr. Baer. 😉

  • jasonkonopinski belllindsay None that I am aware of, but am hoping Adrianparker will bring the thunder now that he’s at Patron. Not my fave tequila, but he’s a rock star.

  • belllindsay  jasonkonopinski I thought we were supposed to be taking tequila shots for each question JayBaer answers.

  • LSSocialEngage Howie Goldfarb JayBaer just saw this last night and loved it, have a kid like that.

  • Can I ask you to riff for a second on the concept of how to scale useful marketing / work with clients on it?

    Brands love to talk about doing things at scale, especially content creation. So far I’ve found examples are helpful, but getting them out of tactics and into strategy can be difficult, especially in newer arenas like native ads.

  • JayBaer jasonkonopinski belllindsay Adrianparker Are booze companies as a whole not great helpers? I mean, product aside. LOL

  • susancellura

    What about a services company? Is it just a customer relationship issue?

  • @jason_ belllindsay jasonkonopinski JayBaer You mean you *didn’t*?

  • belllindsay JayBaer jasonkonopinski Adrianparker That brings up a good question. 

    Are there any brands/industries that have the odds stacked against them in shifting to a Youtility mindset?

  • susancellura JayBaer jasonkonopinski The good new is it’s easier than trying to guess what they want or make them do things. The bad news is, that’s not how many large brands have done business the last several decades.

  • belllindsay one tequila, two tequila, three tequila, floor!

  • JoeCardillo Definitely. Good point. The toughest part of Youtility is scale, because genuine usefulness is often circumstantial. One of the keys is to broaden the base of Youtility creators. Whether it’s widespread employee blogging (see thesaleslion ) or setting up scenarios where your customers answer questions and both create and consume Youtility, scale typically requires more participants. Awareness of Youtility, on the other hand, requires more dollars, especially in the new reality of native ads.

  • susancellura Is what a customer relationship issue?

  • marksalke

    jasonkonopinski CarrieMorgan Howie Goldfarb Interesting point.

  • @jason_ Been *there*, my friend. ;0

  • jasonkonopinski belllindsay Some regulated industries struggle to get content approved/surfaced. But really that’s more of a Youtility promotion issue than it is a Youtility creation issue. I have talked Youtility with nearly 100 groups this year, many of which are a LONG ways from being B2C or tech or whatever. Just convinced 200 accountants last week.

  • JayBaer jasonkonopinski Accountants? Whoa.

  • susancellura

    JayBaer  The Youtility aspect. Marketing a service versus a product. Customers trusting you and your brand. Does a service company build the customer relationship side to work on Youtility?

  • belllindsay jasonkonopinski and companies that make gas pumps. and insurance companies. and banks. and landscapers. and hospitals. I’m an equal-opportunity keynote speaker!

  • JayBaer belllindsay jasonkonopinski HA! #smartANDrich (jokes)

  • JayBaer JoeCardillo thesaleslion Interesting. Almost like seeing marketing as a marketplace model where the best ideas and creators are rewarded. 

    That makes me think of how brands often think of scale as a fully automated thing, but some parts of scaling marketing are fine to source to your community simply by giving them access. Any top of mind examples of communities that are doing this really well? Thinking of moderators on Reddit, but obviously that’s a hornets nest.

  • susancellura Certainly, service companies have more bites at the Youtility apple, because they typically have more (and more ongoing) touchpoints with customers. B2B is the same. B2B has two natural Youtility advantages: highly considered purchase (usually), and visibility into the transaction (they know when someone buys from them).

  • JoeCardillo The original play was AOL chat room moderators. Probably the best current example is Get Satisfaction, that gives current customers the ability to be the first line of defense for customer service.

  • LSSocialEngage Howie Goldfarb JayBaer Interesting that comments are disabled for the video. So much for a social platform…

  • belllindsay JayBaer Well, I’ll be dipped.

  • sierratierra that’s apple for you. still trying to control the conversation around the brand.

  • What do you think of the whole collaborative economy / sharing economy idea? It seems like marketing / digital is ahead of other areas in that…

  • sierratierra LSSocialEngage Howie Goldfarb JayBaer No kidding eh.

  • You’ve been called “The Modern Day Dale Carnegie” – awesome? Or icky?

  • JayBaer belllindsay Healthcare in particular seems particularly behind the eightball on this continuum.  A combination of generally negative public sentiment and heavily regulated.

  • JoeCardillo I think it’s real, but it’s a business model shift not a marketing shift. It will be the new e-commerce: a new way to sell/rent goods and services. However, I am on record a few places as saying that it’s (today) a coastal phenomenon. It literally does not exist outside tier one and tier two cities (yet). So true adoption will take a lot longer than those who stand to profit from it care to believe.

  • JayBaer JoeCardillo I *love* the work that jowyang is doing with the collaborative economy.

  • belllindsay icky, and manifestly untrue. I’m just an interpreter. My next original idea will be my first. I just keep my antenna up, package trends and concepts, and spit them back out in a format that people appreciate. Nothing more.

  • jasonkonopinski jowyang Agreed. JO is doing a great job there, and is wisely early on that angle.

  • Give us some examples of marketing done so well, people are willing to pay for it.

  • Arghh, I think my brain is smoking from trying to follow all of these awesome threads. Nice work, everyone!

  • JayBaer JoeCardillo Reddit’s moderators have certainly had their shame of negative press over the past year (cough, Violentacrez, cough), but I think they’re an excellent model in many respects. I’m fretlessfury over there. 🙂

  • belllindsayVery icky.

  • CarrieMorgan LOL!! It wasn’t ME who said it! 😉

  • jasonkonopinski Yes and know. We’ve done a lot of great stuff with hospitals (Cleveland Clinic, Vanderbilt Medical Center, Phoenix Children’s Hospital). Pharma is tough due to regulation, but they are starting to figure out that non-product Youtility actually gets them out from under message regulations. Some health insurers are getting it together. American Family, for example. Life insurance is a little slower. I’ve recently done some stuff with Prudential, and hoping they get rolling.

  • JayBaer jasonkonopinski jowyang Cool, yeah definitely agree there. I’m really curious about how it will affect marketing but clearly it’s very early stages.

  • ginidietrich My classic example in the book is hiltonsuggests on Twitter, where Hilton Worldwide proactively answers questions and makes recos. Also look at our pal Marcus Sheridan, and his definitive blog on swimming pools. Look at Columbia Sportswear’s “What Knot to Do in the Greater Outdoors” app that shows you how to tie knots.

  • jasonkonopinski I think we are going to need to do a hangout just on Reddit one of these days, I would love to know what you think of it through a marketing / PR lens

  • JayBaer ginidietrich The Columbia app is awesome. I use it all the time.

  • peterhedlund

    CarrieMorgan That’s exactly how I feel. Truly great discussion!

  • JoeCardillo jasonkonopinski I’ve thought about doing a AMA, and was going to do one for the book launch, but never got around to it.

  • Do you get better customer service now because you’re Jay Baer?

  • JoeCardillo I’d love that, amigo. It’s been too long since we’ve had a good chat.

  • Speaking of Youtility, shameless plug on what’s next. Youtility for Accountants eBook (Kindle + Nook) launches 2/25. After that is Youtility for Automobile Dealers. Then, Youtility for Insurance Agents. Then, Youtility for Realtors. Planning 3-4 vertical eBooks each year for 2014/15.

  • belllindsay probably worse

  • belllindsayLOL He’s not as vocal about displeasure as Scott Stratten (unmarketing) – I’ll bet Scott REALLY makes people shake in their boots for fear of incurring wrath!

  • JayBaer LOL!!

  • JoeCardillo JayBaer Browsing the AMAs is one of my favorite Reddit pastimes. It’s been incredible to how quickly that subreddit has grown over the past year with high-profile guests.

  • sierratierra LSSocialEngage Howie Goldfarb JayBaer I have actually heard some criticism of this ad because of the notion that it is encouraging people to live behind the screen instead of actually participating in life.

  • CarrieMorgan belllindsay Or Shankman.

  • CarrieMorgan belllindsay yes. I love Scott, but we take different approaches to the carrot and stick equation. I was raised that if you don’t have anything nice to say, don’t say anything at all. Which is why I rarely take companies to task on my blog, podcast, etc. It’s just how I’m wired.

  • JayBaerJoeCardillojasonkonopinskiPlease, do it!

  • JayBaer Really exciting and very much needed. Love it! (I’m going to get at least two of them that you’ve listed.)

  • JayBaerCarrieMorganbelllindsayWe like that about you.

  • ginidietrich CarrieMorgan belllindsay Right? Cool that Morton’s delivered Peter a steak in response to a tweet, but what does that prove?

  • ShannonBelew

    ginidietrich jaybaer Great tweet! And who isn’t thinking “Boy, I’d really like to talk to Jay Baer right now!” 🙂

  • What CarrieMorgan  said. JayBaer belllindsay

  • Anthony_Rodriguez sierratierra LSSocialEngage Howie Goldfarb JayBaer I can see that. That notion is quite sad. The whole family thing got me pretty emotional I’ll admit. But overall it didn’t stand out as an Apple ad – the way they used to at one time.

  • You’re the man, Jay! I love reading about Youtility on CC. I agree with the concept 100 percent!

  • One thing you’re most excited about in 2014…?

  • JRHalloran Many thanks!

  • JayBaerNice! I remember reading about this, too. Very clever marketing indeed.

  • ginidietrich

    ShannonBelew LOL!!

  • Does gamification go well with your idea of Youtility? Or do you think it’s just a waste of time?

  • belllindsay I genuinely believe that many companies are going to start embracing useful marketing next year. Not because it’s the right thing to do, but because it works. Whether Youtility helps nudge that along or not is less important to me than the widespread embrace of usefulness, because if it happens, we all win – as people, not just as marketers.

  • JRHalloran The best Youtilities don’t need a game layer, but certainly in terms of getting more participation in Youtility creation (see thread below), I’m all for it if it works.

  • How would you go about determining transformative value to determine how to split revenue, in situations of copyright so users can create value and possible conversions. How could the user be compensated?

  • r4ltman That’s going to require more thought than I am prepared to bring to the surface in the remaining 2 minutes. Shoot me an email.

  • JayBaer I agree.

  • JayBaer r4ltman Dang, that’s one heavy question.

  • JayBaerbelllindsay  What do you propose a marketer can do to convince his boss to explore these new marketing approaches, though? It’s kind of hard to get them out of a rut sometimes.

  • Holy moly, that was one awesome lunch hour. Thanks for your insights as always, JayBaer.

  • Alright boys and girls! That’s it for today. I will draw two names from attendees tomorrow to send a book. I’ll tag you right here if you win.

    THANK YOU, Jay! It’s always a pleasure to see you, even if it’s not in person.

  • JRHalloran sometimes it’s best to get at it via research. use social/search data to get a sense for what customers really NEED and then fill that gap.

  • ginidietrich Thanks everyone! Let me know who wins, and I’ll include a Youtility T-shirt (very limited edition) too! 

  • LSSocialEngage Anthony_Rodriguez sierratierra Howie Goldfarb JayBaer I don’t think it encourages as much as reflects the way many teens communicate. My 20 year old is similar, but it’s up to her family to encourage her in healthy directions. The ad made me emotional but not in a negative way.

  • r4ltmanWhoa. I have to stop and think about that one just to figure out what you are actually asking. More. Coffee. Maybe with tequila.

  • amandag

    ginidietrichawesome job as always. Thanks so much JayBaer! Happy Holiday to the Spin Sucks crazies!

  • jasonkonopinski Thanks pal. Great to hang with you.

  • amandag Happy Holidays to you!

  • ginidietrichJayBaerAwesome chat, you two!! Thanks!

  • CarrieMorgan r4ltman Rye. Whisky.

  • ginidietrichJayBaerThanks so much, Jay! We really appreciate it!

  • JayBaer ginidietrich Now THAT’S youtility in action! 🙂

  • JayBaer Indeed. Happy holidays to you and the family! May your barbeque never turn out dry.

  • Thank you I will send an email. Essentially imagine the sharing economy applied to copyright and then the cultural audit tricky part would be the revenue split.

  • CarrieMorgan ginidietrich JayBaer Thanks Jay! Some great info and ideas already circulating in my brain

  • jasonkonopinski JayBaer Can’t believe that went so quickly.

  • jasonkonopinski CarrieMorgan r4ltman Richard throws down the gauntlet. Uh, tag me in when you get an answer to that

  • JRHalloran JayBaer JoeCardillo jasonkonopinski Putting it on my post holiday list now!

  • Awww… I just found out about this… I’d love to know, who was your second choice for the Foreward if Marcus had refused?

  • ginidietrich Agree – thank you Jay!

  • ginidietrichGood thing I was paying attention to my Twitter or else I would’ve missed this entirely. Thanks for tweeting about it!

  • ginidietrich Great conversations here! Nice to see a JayBaer Q+A

  • jowyang

    JayBaer jasonkonopinski jowyang Wow thanks guys for the shout out.

    Yes the Collaborative Economy is growing, this includes the Maker movement (and 3D printing) and people who share goods (sharing economy).

    In both cases, they are getting what they need from each other –rather than buying from corporations.  

    It’s the same pattern as social media (people create media and share it), which was the first phase.

  • ginidietrich JayBaer sorry I missed the chat, but I have Youtility sitting on my desk right now, it’s a must-read!

  • amandag  Have a great holiday, Gant!

  • amandag

    jasonkonopinski You too!! I’ll be sending sugar cookie, hot toddy vibes your way.

  • amandag I like real sugar cookies and hot toddies, too.

  • nickciceroginidietrichJayBaernotice it’s place with @dannybrown’s book as a Monitor Support Station.

  • ginidietrichLauraPetrolinoI am pretty upset that the Spin Sucks guest lounge never has milk duds. Always juju bees. I hate juju bees. Who is responsible?

  • Howie GoldfarbginidietrichLauraPetrolino Junior Mints. We need Junior Mints!

  • susanbaier

    ginidietrich CarrieMorgan SusanBaier Just for family and friends, man. And it wasn’t 20 gallons, it was like 8. Or maybe 10. And I have to make more this weekend so it’s ready for New Year’s… 😉

  • susanbaierginidietrichCarrieMorganOh, sure, pretend you have company coming…. We know the nog factory is all for you… ;-D

  • JayBaer ginidietrich creativeoncall Sorry the call of billable duty kept me away… thanks for the mentions!

  • ginidietrich

    creativeoncall 🙂

  • anitahovey As if Marcus would have refused!

  • Drumroll, please! Our winners are biggreenpen and Anthony_Rodriguez!!

    Paula and Anthony, send me your addresses (Paula, I think I have yours somewhere, but just in case…). I’ll get books sent to you today.

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