December 21, 2006
The holidays are upon us! Where did the year go? As we begin to wrap up the year, I offer the "Goodwill" video from the Apple/PC commercial series. For the full series - which is an extraordinarily well done one - check this out.
December 15, 2006
This week's video features Sony being called out for having a flog (aka a fake blog) for their PSP. The site, alliwantforxmasisapsp.com (now offline), was not convincing at all - offers were too promotional in nature and Zipatoni, the agency responsible for the blog, was clearly noted on the domain registration page.
When will companies learn? It's transparency and authenticity that matters in social media. In their rush to try to get something out that looks like it's user-generated content, they're missing the basics. First, you need to connect with and understand consumers so that you've giving them something worthy of passing along. Otherwise, it's just a poorly planned promotion that demonstrates just how little you think of your customers.
December 8, 2006
This week has been exceptionally busy with client travel. One of the benefits was traveling with a colleague who introduced me to another excellent movie trailer. I'll do even better than sharing that one with you - I'll give you two for the price of one.
December 1, 2006
It's been a while since I've gotten around to posting. My apologies. Things have been busy around the agency, which is a good thing.
The pace of social media continues to blast ahead, with much attention being given to so-called "widgets." I use some in my personal blog, but haven't contracted widgetosis here.
With every Web 2.0 wannabe developing the next free gadget/widget/tool/site, I'm beginning to think that we're in a technology overload as we try to deal with information overload. There are so many options to choose from, simply because the economics are such that developers are able to create them.
Which brings me to my point: just because we can create something with lots of bells and whistles, doesn't mean that we should. Innovative marketing tools and programs should be administered for a reason, not simply because they're the latest thing. Case in point:
At Ford, Scott heads up the social media function and holds the title Global Digital &
Multimedia Communications Manager. He is a strategic advisor on all social media activities across the company, from blogger
relations to marketing support, customer service to internal communications and more, as social media is being integrated into many
facets of Ford business.
Prior to joining Ford, Scott served as Consigliere for crayon
and spent a number of years with PJA Advertising + Marketing, a
boutique BtoB agency specializing in health sciences & high tech.
In addition to his professional responsibilities, Scott is an active blogger and podcaster. He writes about the intersection of
advertising, marketing and PR at The Social Media Marketing Blog and
also writes The Baker Street Blog and cohosts I Hear of Sherlock Everywhere, two literary undertakings. Scott
has been featured in hundreds of news and business publications in print and on the web, in nearly dozens of books, and on a variety of
mainstream media, including NBC, NPR, CNN and The Wall Street Journal. Scott is a recognized thought leader in the social media industry and
frequently speaks at industry events.
Scott received his Master's in Medical Science from Boston University's School of Medicine concurrently with his MBA from BU's
Graduate School of Management. He lives in the greater Detroit area with his wife and two young sons, golfs all too infrequently, and
has a hidden talent for voice over work.
Scott speaks on social media at events, seminars and conferences around the world. His topic generally focuses on corporate use of social media, becoming an online spokesperson, and specifically on the progress that Ford has made in the recent past. If you're interested in booking Scott to speak at your event, please click here to submit a speaking request for Ford-related purposes or email me at speaking [AT] this site's URL (if you know what I mean) to send a general email request.. Scott's bio and headshot can be found in the "About Scott" tab above.
I'm Scott. I'm the global head of social media for Ford Motor Company. This is my personal blog, where I share my perspectives on social media - the convergence of marketing, advertising and PR on the Web - for marketers, agencies, the enterprise and the individual. This blog contains my personal views. My bio is available here and my headshots can be found here.