“Influencers Who Inspire” Our Latest Interview with Rebecca Lieb of the Altimeter Group

Rebecca’s experiences as an editor, marketer and analyst with the Altimeter Group, make her a perfect expert resource for our Influencers Who Inspire series.  She is also the author of The Truth About Search Engine Optimization and most recently, Content Marketing.

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What is your favorite outdoor activity in the summer and where do you recommend going to do it?

Hot weather and I are not the best of friends. Aquatic is my way to deal. Swimming laps, bodysurfing in the ocean, or scuba diving (a longtime passion) – if it’s summer, look for me near the water!

You have spent parts of your career as an analyst, an editor and an author; which of these positions is/was the most rewarding? If you can’t pick one, what are/were the highlights of all three?

I really view all these positions as a continuum. I’ve spent my career exclusively in media, first film, then television, then digital – with a bunch of print experience sprinkled throughout (periodical and book publishing). My job has always been to scrutinize the media landscape, chart its growth, and how to connect with consumers. I also have substantial experience as a marketer (I don’t just tell them what to do – I’ve done it, too!). Admittedly, my marketing experience is confined to media as well: film and television. So basically, it’s been all media, all the time.

The most rewarding part is easy. It’s been being there as one of the most important developments in the history of media and communications has taken place and taken shape. Undoubtedly, the most exhilarating part of my career has been experiencing and watching the rise of digital channels: the opportunities, the pitfalls, the disruption and the possibilities are endlessly fascinating. Sometimes you’re just in the right place at the right time, right?

As an editor and analyst you regularly hear from PR representatives pitching you for meetings. What makes a pitch or briefing request stand out to you and /or prompts you to respond quickly?

Easy – the ones that indicate the person pitching has done their job. They know who I am, what I cover, and they tailor the pitch accordingly. You would not believe how many pitches I get about a new hotel opening in Tulsa, or executive hires in the meatpacking industry. My contact information is ‘out there’ in lists sold to the types of spray-and-pray PR firms that give the industry a bad name. The concept of “know your audience” isn’t a new one, but it’s what matters most. It’s also critical to differentiate “pitch” from “press release.” Digital changed the press release. Once the news in on the wire, it’s out there. Don’t ask me [journalist hat on now] to cover it. You broke your own story.

Digital marketers want to know — with the masses of new social marketing tools, platforms, buzzwords and best practices — how do you manage to stay current?

All research, all the time. Really. I subscribe to over 200 RSS feeds and scour them all day long. I stay in the traffic. Every week I have dozens of meetings and briefings with people and companies in the industry. It’s a full time job, and then some, and it requires a lot of focus. In other words, you have to concentrate on what matters to your area of coverage. I don’t look at ALL of social media, for example. My arena is the marketing and media aspect of those channels. I leave deep dives on other aspects to my very capable colleagues.

How do you filter the news? What news sites or influencers do you visit/follow as your go to resources for news content to share each morning? (Do you have a news outlet as your homepage or do you search Twitter for keywords that are meaningful to you?)

As I mentioned above, my RSS feeds are my homepage. When Google folds Reader, it will feel as if the internet is broken for a while. I’m currently experimenting with replacements such as Reeder and Feedly. There are also people I follow very closely on Twitter and Facebook to stay abreast.

In your upcoming keynote at the Banff Media Festival you will talk about Content Marketing in the form of the Paid+Owned+Earned Media Ecosystem. With content lines blurring more and more, who do you see as the ultimate keeper of the content within an organization?

Funny you should ask, because after I completed a research report (co-authored with my colleague Jeremiah Owyang) on the convergence of paid, owned and earned media, I worked on a just-published piece of research entitled “Organizing for Content.” This research deals exactly with the question, “where should content live in the org chart?” Precious few companies have a an actual content division, yet marketing, PR, communications, community, social media and a myriad of other company components are invested in finding, creating and disseminating content. I invite your readers to download the report, which outlines six frameworks for enterprise content orchestration.

In your opinion, what has been the most important change in SEO tactics over the last few years? How do those changes impact the way we should think about content marketing today?

When it comes to SEO, the fundamental things apply. Good content, well-written, keyword-conscious, and don’t spam or be blackhat.  I was fascinated last year when I conducted research into WHY major brands engage in content marketing. In 57 interviews with really major companies (e.g. Coke, IBM, ToysRUs, Adobe, etc.) only one single brand (Nestlé) mentioned SEO as a reason behind content marketing. My instinct is this isn’t because SEO is unimportant – au contraire – but because it’s no longer channel du jour. Like email (which, by the way, not one single brand mentioned – and what’s in an email if not content?), SEO is becoming a background channel. Like wallpaper – there, but no one’s really talking about it anymore. They’re looking at mobile, social, video. That’s fine – but beware Bright Shiny Object Syndrome, which can cause you to ignore basics and fundamentals.

What one piece of advice (perhaps from your most recent book on the topic) would you offer to a marketer starting a content marketing campaign today?

Strategy before tactics! We’ve seen this occur again and again. A new technology or channel is launched and someone says, “Hey! We need a [Facebook page, YouTube channel, Twitter presence, etc.]. A smart marketer counters with “Why?” What’s the goal? What are the required resources? The budget? How will we achieve it? Produce it? Measure it? Who’s the audience?

On a lighter note, we noticed that you tweeted the tongue and cheek Onion post, the other day, about how much people “love” being sold by sponsored content like videos on publications’ websites. Just for fun, can you share with us your favorite example of sponsored content gone wrong?

Wow – you just reminded me of something that goes way back in my career, back in the 90s when I ran global marketing for a major cable TV network. I came into the office on a Monday morning following the weekend when Princess Diana was killed in a car crash. A rival network was sponsoring a touring exhibit of her gowns. Across the back cover of a major magazine was splashed their ad, with the banner headline: A Dress to Di For!

Lastly, when you venture out of NYC for business travel what is the one thing you take with you, the one thing you can’t wait to leave behind and the one thing you can’t wait to come home to?

1. Laptop

2. Hmmm…maybe my MTA Metrocard?

3. It’s a tie: the cats and the boyfriend

Interested in learning more? Please leave any questions or comments for Rebecca below.  You can also catch up with her at the Altimeter Group website or follow her on Twitter.

PerkettPR’s “Influencers Who Inspire” Series Continues with Jason Falls

This week’s “Influencer Who Inspires” is Jason Falls of Social Media Explorer.  We admire Jason for his honest approach to social media and we are avid readers of his very popular site, Social Media Explorer.  Jason, who resides in Louisville, KY,  is an author, keynote speaker and CEO of Social Media Explorer.  He continues to be a name that surfaces at or near the top of conversations and lists of thought leaders and top thinkers in the emerging world of social media marketing.

 

How would you describe what you do for a living?

I do one primary thing in about three different ways. SME Digital, my agency, helps companies develop digital and social marketing strategies, execute them and measure/optimize results to drive business (unit sales, revenue or costs). My information products add the other two components: Explore Events helps anyone who wants to attend a two-day, intensive digital marketing strategy event and The Conversation Report analyzes online conversations and reports insights around specific industries (or clients for custom reports) to help businesses make smarter decisions about their social marketing.  In a nutshell, – Agency – Events – Research – is what I do.

 

You recently tweeted to PR folks about how they approach you and that you are “one of them” – what prompted that and how do you handle being on both sides of the PR equation?

It was likely prompted by me being critical of public relations professionals, then having them attack me for it. Those that are easily put on the defensive about the PR craft tend to point fingers at me and infer that I don’t know PR, that I’m just a “social media consultant.” But I spent 20 years as a PR and journalism professional before social media marketing ever happened. So I was probably saying, “I am one. Thus, I’m qualified to point the finger a bit.” The way I handle it is by just trying to coach and teach and perhaps lead by example. ‘Lots of public relations professionals still assume that “spray and pray” and spamming people works best. I only hope to educate them that there might be a better way to approach outreach. Quality outreach is far better than quantity, and you can sleep at night knowing you’re not a spammer.

 

What’s next in PR now that social media is a given?

I think PR is the new journalism. With all the noise out there in the media world and declining numbers in usage and revenues in traditional mediums, public relations professionals (and current journalists who will become them) have the opportunity to become the media. Those that do so in compelling ways will have better public relations programs because they’ll become a direct conduit to their publics.

 

What’s the best social media campaign you’ve seen (besides your own) in 2012?

H&R Block’s Stache Act is by far the most compelling. To have a stoic, conservative brand like H&R Block get behind a silly tax incentive for mustached Americans and stage a Million Mustache March on Washington, etc., just gave the brand personality and showed that they could reach beyond the tried and true “Let us do your taxes” messaging, in order to reach a new audience.

That, and Charmin‘s Twitter account. Holy cripes, they’re funny.

 

How did you initially get your “feet wet” in social media?

I spent 8-10 years blogging and exploring social networks and forums for personal entertainment. My old humor blog actually gained a bit of traction when I moved it to MySpace in about 2003. I learned how to build an audience, promote my content and connect influencers to what I was doing. Then in 2006, I started from scratch with an arsenal of experience in the business segment rather than the one focused on telling dirty jokes and made up tales of drunken debauchery. Heh.

 

Can you tell us a bit about your book “No Bullshit Social Media” and why someone would want to purchase it?

Aside from the crafty title, the book’s real appeal is that it’s a blueprint for social media strategy. We walk you through the seven reasons (goals) your business might implement social media tactics and coach you through the process of developing a sound, strategic approach to using social that will drive measurable results.

 

As the Founder and CEO of Social Media Explorer, your approach with SME Digital involves Full Frontal ROI methodolgy, can you explain how this is unique to the industry?

The Full Frontal ROI methodology, which was developed by my partner, Nichole Kelly, essentially places social media marketing squarely in the crosshairs of business strategy. Everything we do is focused on real business metrics — unit sales, revenues and costs — rather than soft metrics. Sure, we can help you drive more fans and followers, but we know we’re ultimately judged on your bottom line and how social media and digital marketing contribute to it. So that’s what we focus on. It’s unique to the industry because most other social media agencies or digital marketing shops focus on the fluff metrics and Kumbaya of social media. We know it’s about business or it’s a hobby. And how many business owners out there consider what they spend time and money on to be a hobby?

 

What is next for you for the remainder of the year heading into 2013?

Two more Explore events (Orange County, Calif., this week; Portland (Ore.) in November), another The Conversation Report, this one on the restaurant industry, and continuing to help our clients kick ass. And I fully expect 2013 will be much of the same. That’s what we do.

 

Persuasive Picks for week of 10/22/12

In every industry there’s a bellwether that points to future trends. Do you know what it is for digital marketers? And more importantly, are you paying attention? Digital marketing industry insider Shelly Palmer speaks to iMediaConnection about the the changing technology landscape in How to predict the future of digital marketing.

Brand pages aren’t necessarily a new feature on LinkedIn, but recently the professional networking site revamped their brand pages in an effort to better connect the business to the customer and job hunters, with several new features reminiscent of what Facebook and Twitter are currently offering. Deborah Sweeney, CEO of MyCorporation explains Why It’s Time for Your Business to Get a LinkedIn Brand Page on SocialMediaToday.

With the rise of social media, word-of-mouth marketing is becoming a more tangible form of consumer influence. And, brands are out there in strong force tapping the digital space for “influencers” of all kinds. It sounds intimidating, but Nick Cifuentes, Global Social Media Director for Ancestry.com, offers some insightful guidance to Understanding Digital Influence and How to Engage – via ClickZ.

One of the reasons many businesses do not create and publish online content to serve their communities is the assumption it has already been done. Business2Community contributor Jeff Korhan writes that this assumption ignores the fact that most problems are chronic and original perspectives are the only way to slowly break them down to develop sustainable solutions, and provides 3 Ways Content Marketing Makes Every Business Better.

Persuasive Picks for week of 4/9/12

Relatively few brands have used Tumblr in their marketing initiatives, and only a handful have done it particularly well. Michael Estrin explains that despite its lack of traction with brands, Tumblr has a solid following with agency folks, especially creatives in Why digital marketers can’t ignore Tumblr via iMediaConnection.

Peter Himler recounts on The Flack some highlights from a recent panel of senior new graphics decisionmakers – from CNNMoney, Huffington Post, Mashable and The Associated Press – who discussed the ins and outs of the increasingly important communications paradigm of information graphics in The Rise of Infographics.

Social Media isn’t Magic – It’s about Staying Human on the Internet posts Isra Garcia on SocialMediaToday. He writes about building a process that’s aligned with business strategy and is a means of expression that makes possible for customers, communities and brands to connect and establish relationships – that is to say “staying human”.

MarketingProfs‘ Patrick Dorsey provides lessons on building successful social customer relationship management practices and explains why Social CRM offers a new way of doing business in Social Media Is Not Social CRM, but It Can Be With These Five Steps.