PJA: Bow & Arrow

Guest: Phil Johnson, CEO, PJA Advertising + Marketing

Mobile has been accelerating for years now, but it’s finally hitting its hockey stick growth. Smartphones are overtaking feature phones, and the intersection with social media is taking mobile from fringe to mainstream. In just one year, access to Facebook and Twitter via mobile browser grew 112% and 357%, respectively. There’s no better time for companies to start focusing on the opportunities that mobile has to offer. Join Mike O'Toole, along with Phil Johnson, CEO of PJA, as we take a look at some great usage scenarios and explore that important intersection between mobile and social.

Guest: Adam Medros, VP, Product, TripAdvisor

Summer vacation season is upon us, and increasingly, travel has become inseparable from social media. We turn to our social networks to make plans, get advice, rate our experiences, and share stories. Social media is changing the way we travel, and is becoming an essential communication tool for the travel industry. TripAdvisor was an early leader in empowering consumers to rate travel, and today 34 million people consult the site when making their trips. A few weeks ago, TripAdvisor introduced a new feature called Trip Friends that enables users to solicit advice from Facebook friends along with the site’s reader reviews. Join Mike O’Toole as he talks to Adam Medros, VP, Product at TripAdvisor about the unique ways that the travel industry is harnessing the power of social media.

Guest: Frank Days, Director of Social Media, Novell

According to a recent eMarketer report, 73% of B2B respondents who are using social media have less than two years experience. On the other hand, B2B firms are expected to spend $54 million on social media in 2014, up from just $11 million in 2009. Now that the buzz is ending, companies are no longer experimenting with social media, but making it a core part of their business culture and marketing strategy. What moves social media from a novelty to a core tactic for marketers? And where’s that line between early presence and meaningful communication? Join Mike O’Toole along with special guest Frank Days, Director of Social Media for Novell, as they discuss the evolution of corporate social media and how to build and maintain an effective social presence.

Guest: Andrew Moss, Founder, BuyWithMe A recent survey showed that coupon use has spiked among a nontraditional population – those who are urban, financially well off, and tech-savvy. In fact, 60% of adults with household incomes over $100,000 used coupons in the past six months, and 40% got the coupons online. Websites like BuyWithMe, Groupon and Living Social are making frugal spending trendy and fun by incorporating elements of social media with time-sensitive coupon deals that can save consumers up to $35 on gym memberships, massages, restaurants, and more. But how exactly do these social coupon sites work, and what sets them apart from each other? Host Mike O’Toole will get to the bottom of this trendy topic with Andrew Moss, Founder of BuyWithMe, which recently raised $16 million in its second round of funding, securing its spot as one of the leading social coupon websites.

Guest: Andrew Davis, Chief Strategy Officer, Tipping Point Labs

According to recent estimates, in just a few years we will reach a point where the information on the Internet will double every 72 hours. With such an overwhelming amount of content available at our fingertips, content curation is becoming an increasingly valuable way to aggregate, organize and find quality information online. But often the lines are blurred between custom content and automated content generated by an algorithm. Is content curation drowning out genuine human creation? What role does search play in this equation? Join host Mike O’Toole as he tackles this topic with special guest Andrew Davis, Chief Strategy Officer, Tipping Point Labs.

Guest: Adam Penenberg, Writer, Fast Company A recent Fast Company article chronicles writer Adam Penenberg and neuroeconomist Paul Zak's profound discovery that social networking triggers the release of oxytocin, a chemical in the brain that heightens feelings of trust, empathy and generosity. Brands have always been built on trust, and successful advertising dependent on creating an emotional reaction, but social media presents a new challenge for marketers in terms of developing these relationships with consumers. Join Mike O'Toole along with PJA colleague Hugh Kennedy, EVP, Planning and special guest Adam Penenberg as they get to the bottom of what this fascinating discovery means for marketers.

Guest: Frank Cutitta, CEO, The Center for Global Branding In a recent Pew Research Center study, 85% of people surveyed said that the Internet has mostly been a positive force in their social lives, yet, among the negative feedback, they noted that the Internet fosters shallow relationships and allows people to silo themselves. Social media is in many ways a vehicle for self-expression, and this narcissistic aspect of it can be seen in different cultures around the world. Join Mike O’Toole as he talks with Frank Cutitta, CEO, The Center for Global Branding, about narcissistic media – both international and domestic – and why marketers need to build narcissism into their social media strategies.

Guest: Adam Medros, VP, Product, TripAdvisor Summer vacation season is upon us, and increasingly, travel has become inseparable from social media. We turn to our social networks to make plans, get advice, rate our experiences, and share stories. Social media is changing the way we travel, and is becoming an essential communication tool for the travel industry. TripAdvisor was an early leader in empowering consumers to rate travel, and today 34 million people consult the site when making their trips. A few weeks ago, TripAdvisor introduced a new feature called Trip Friends that enables users to solicit advice from Facebook friends along with the site’s reader reviews. Join Mike O’Toole as he talks to Adam Medros, VP, Product at TripAdvisor about the unique ways that the travel industry is harnessing the power of social media.

Guest: Eric Beard, Co-Founder, A Football Report This is the first World Cup in the social media era and the opportunity to connect people across the world during this global event has never been better. There are over 30 vuvuzela apps available on smartphones, calls to action on YouTube to save fictional birds named after Brazilian commentators, and Twitter trending topics for every single national team and 99 individual players. Social media is even turning traditional advertising around the World Cup into a viral phenomenon. Join Mike O’Toole, along with special guest Eric Beard, Co-Founder of A Football Report, as they take a look at how social networking has changed the fan experience of this major worldwide sporting event.

According to a recent eMarketer report, 73% of B2B respondents who are using social media have less than two years experience. On the other hand, B2B firms are expected to spend $54 million on social media in 2014, up from just $11 million in 2009. Now that the buzz is ending, companies are no longer experimenting with social media, but making it a core part of their business culture and marketing strategy. What moves social media from a novelty to a core tactic for marketers? And where’s that line between early presence and meaningful communication? Join Mike O’Toole along with special guest Frank Days, Director of Social Media for Novell, as they discuss the evolution of corporate social media and how to build and maintain an effective social presence.

Guest: Robert Davis, VP, Digital Marketing, PJA

Foursquare recently announced that it will likely hit 1 million check-ins per day by mid to late June. This announcement came during the same week that Time magazine named Foursquare one of the 50 worst inventions. There’s no denying that location-based services like Foursquare, Gowalla, and Loopt are trendy amongst the tech-savvy crowd and social media-friendly businesses such as Starbucks, but what’s it going to take to make geo-social platforms appeal to mainstream businesses and consumers? What sorts of privacy issues do we need to consider? And will Facebook’s anticipated geo-social integration drive these platforms to extinction? Join Mike O’Toole along with special guest Robert Davis, VP, Digital Strategist at PJA as they get to the bottom of these issues.

Guest: Lisa Hickey, CEO, Good Men Media

Building a brand from scratch – with little to no money – may have seemed impossible five years ago, but with the growth of social networks, organizations have the potential to build a national brand without relying on traditional media. The Good Men Project is one of these brands. Through a combination of social media and storytelling, it is a great example of how stories can help marketers connect to audiences in new ways. But what makes a good story? And what can corporate marketers learn from these examples? Join Mike O’Toole with special guest Lisa Hickey, CEO of Good Men Media as they discuss the power – and limitations – of narrative-driven social media as a brand building strategy.

Mobile has been accelerating for years now, but it’s finally hitting its hockey stick growth. Smartphones are overtaking feature phones, and the intersection with social media is taking mobile from fringe to mainstream. In just one year, access to Facebook and Twitter via mobile browser grew 112% and 357%, respectively. There’s no better time for companies to start focusing on the opportunities that mobile has to offer. Join Mike O'Toole, along with Phil Johnson, CEO of PJA, as we take a look at some great usage scenarios and explore that important intersection between mobile and social.

Guest: Brad Blake, Director, Office of the Governor

These days, it’s crucial for companies to have a social media presence, and this goes for politicians, as well. Across the country, many politicians are realizing the importance of social networks, and using them as an outlet to campaign, reach voters, and share their views. Join us as we talk to Brad Blake, Director of New Media and Jess Weiss, Social Media Coordinator for Massachusetts Governor Deval Patrick. They’ve put together a successful social media strategy that incorporates channels such as Twitter, Facebook, Flickr and YouTube.

Guest: Lynette Owens, Director, Corporate Outreach, Trend Micro

A 15-year-old at high school student in Massachusetts was subjected to such relentless bullying at school and on Facebook that she took her own life. A 13-year-old boy discovered a false Facebook page created in his name; it was so humiliating that he withdrew from school. Those are just two examples of the 40% of teenagers who have reported being bullied online. Bullies aren’t anything new, but social networks are giving them a whole new playing field. We’ll tackle the issue of cyberbullying with special guest Lynette Owens, one of the minds behind Trend Micro’s Internet Safety for Kids and Families program.

Life isn’t fair, especially when it comes to marketing. Category leaders have money, awareness, and clout that challengers can’t match. But the upheaval in media—with digital channels moving to the mainstream as well as the rise of consumer-generated media and social networks—has created new opportunities for brands that are nimble and bold enough to take advantage. We’ll discuss how smart marketers, from small retailers to musicians to Pepsi, are using social media to create outsized influence in their categories and deeper relationships with customers.

Guest: John Dragoon, Chief Marketing Officer, Novell

According to a recent survey conducted by the American Marketing Association, Chief Marketing Officers plan to increase the percentage of their marketing budget that they allocate to social media from 5.6% to 9.9% in the next year. It’s becoming more and more important for companies to embrace social media, but many are having a hard time grappling with issues of transparency and accountability – not to mention the struggle to identify ROI. We’ll talk to special guest John Dragoon, CMO, Novell to better understand the obstacles and opportunities associated with corporate social media.

A recent study surveying 1,000 online individuals showed that 48% respondents use Facebook and Twitter after they have gone to bed. We have all witnessed—perhaps even exhibited—obsessive behavior in social networks. In an age where people can put their smartphones to use for virtually anything, where can we draw the line between obsession and engagement? We’ll hear stories from people who have gone too far and reflect on what that says about our own ability to communicate and concentrate within the digital world.

Guest: Walt Ribeiro, Orchestrator

Turning catchy pop songs into classical orchestra hits. You can’t get much more long tail than this. But Walt Ribeiro has used a wide range of social media networks and channels to crowdsource ideas, distribute his music, and ultimately make a profit from this intriguing niche. An integral part of social media is the connection between the brand and the consumer, and Ribeiro’s relationship with his audience is one that marketers can learn from. Join us, along with Walt Ribeiro, as we discuss this concept of social media and the long tail.

Guest: Jon Olinto, Co-Owner, b.good

A couple decades ago, a dissatisfied restaurant patron might have written an angry letter to a corporate office. Satisfied customers might have raved to a few friends. These days, all you need is a smartphone and a Twitter account to voice your opinion – and get it heard. Social media can be a great jump-start for independently owned restaurants and small businesses when it comes to promotions, advertising, and communicating with customers. The truth is, marketers can learn from the grassroots methods by which restaurants and small businesses are utilizing social networks. Join us, along with special guest Jon Olinto, co-owner of b.good, an independent Boston-based burger chain that’s redefining fast food, as we take a look at how local businesses are benefiting from social media.

Guest: George Krautzel, President, Toolbox.com

Earlier this week, PJA and Toolbox.com released a survey completed by over 4,000 professionals focusing on social media consumption and its impact on job-seeking and career-building. As social media becomes a more integral tool for individuals and businesses, it is proving itself to be a useful way to build personal and professional brands and stay competitive within a tough job market and even tougher economy. The surprising finding is that survey respondents invest more time–and get more value–from activities that relate to sharing content, building skills, and networking with other professionals–than they do from explicitly promoting their own brands or networking to find a job. Join PJA’s Mike O’Toole and Hugh Kennedy, along with special guest George Krautzel from Toolbox.com, as we share our insights about the results of the survey and how marketers and individuals can utilize social networks to their best advantage.

Guests:
Matt Magee, guitarist, The Vivs
Mark Radcliffe, singer/songwriter

It was a tough decade for big music…the recording industry lost 50% of its revenue over the past 10 years. At the same time, there has been a flourishing of independent music based largely on social networks. The fact of the matter is, musicians don’t have to be rock stars in order to be successful, as long as they know how to engage their fan base and distribute their music. Are there any broad lessons that marketers can learn from musicians who have excelled at social networking? Join us, along with guest musicians Mark Radcliffe and Matt Magee, as we take a look at the opportunities that present themselves when middle class musicians utilize social networks.

Guest: Caitlin Gorski, Special Events Assistant, Greater Boston Food Bank

Led by the Red Cross, dozens of organizations used social channels to help respond to the tragic earthquake in Haiti. But while emergency response may be the most visible application, social media is being used to accomplish the core activities of non-profits: connecting with constituents, educating on their cause, and raising money. This week we’ll talk to special guest Caitlin Gorski, Special Events Assistant at the Greater Boston Food Bank, about her experience with social networks as a way to promote their mission of ending hunger in Eastern Massachusetts.

A recent study from Hitwise shows that Facebook drives 350 times as much traffic to other Web sites in the “news and media” category as Google Reader does. Last week Facebook launched another redesign, putting the emphasis on search and strengthening its link to Bing.com. As social networks such as Facebook and Twitter continue to grow, they are emerging as preferred news sources – a force to be reckoned with for search engines and news Web sites. But what happens when people get more and more news from social networks? Are we sacrificing accuracy for convenience? Join us as we discuss this topic, as well as the hottest social media-related dreams and nightmares.

Guest: Augie Ray, Senior Analyst, Forrester

We’ve always trusted our friends when looking for recommendations on products and brands. But when it comes to social networking, not all friends are created equal. A recent Forrester study profiles the "Influentials," the 26% of US online adults who have particular clout over friends’ and families’ purchase decisions. We’ll look at the online and social networking activities of Influentials, and discuss their growing impact on our digital lives. Google announced that users will now be able to see search results related to friends, and every social network from Facebook to Foursquare is figuring out new ways to leverage the persuasive power of friends. Join us, along with special guest Augie Ray, Senior Analyst at Forrester, as we tackle this issue, as well as current social media-related dreams and nightmares.

A recent Nielsen Company study shows that consumers spent more than five and a half hours on social networking sites in December 2009, an 82% increase from the same time last year. As social networks continue to mature, user behavior is evolving in important ways. We’ll take a look at how users today are sharing, communicating, and getting work done on sites like Facebook, Twitter, and LinkedIn, and how these new behaviors present a whole new opportunity for marketers – if they know how to take advantage of it. Join us as we discuss this issue, as well as take a look at recent social media-related dreams and nightmares.

Guest: Shiv Singh, Vice President and Global Social Media Lead at Razorfish

Yelp announced "check-in" functionality this week, effectively competing with Foursquare. You can follow people on LinkedIn, and update your status on pretty much any social network. As the major networks race to adopt and co-opt each other’s best features, they are giving us a glimpse into the future of social networking: a future defined less by destination networks and more by broadly shared social behaviors across the Web. Join Mike O’Toole and special guest Shiv Singh, Vice President and Global Social Media Lead at Razorfish and author of “Social Media Marketing for Dummies,” as they discuss what these trends mean for consumers and the marketers trying to reach them.

Guest: Erik Proulx, creator of “Lemonade”

After being laid off from an advertising agency, senior copywriter Erik Proulx created the documentary Lemonade. The film tells the story of 15 agency staffers who saw being fired as a chance for a new start. Erik started out lacking the basics: a crew, music, lights, editing, producers, and more; but he used social networks such as Twitter and Facebook to get everything he needed to make a movie – and now that it’s done, he’s been using these social networks to promote it. Join us, along with special guest Erik Proulx, as we discuss the benefits – and limitations – of using social media when you’re starting from scratch.

It’s time to put 2009 behind us, and in the ever-changing world of social media, who knows what 2010 has in store? As a follow up to last week’s show on 2009 Social Media Dreams and Nightmares, we’ll be taking a look forward to 2010. Join us as we discuss our hopes and predictions.

Join us for a special New Years Eve broadcast during which we’ll take a look back at social media throughout 2009. The good, the bad, and the ugly. The best and the worst. The dreams and the nightmares. We’ll even throw in an added bonus and give you a sneak peek at our hopes for 2010.

Once again, Facebook has made some changes. And once again, Facebook users are not happy. This time, Facebook modified its privacy controls, giving users the option of choosing who sees each individual piece of information. But is this a real privacy overhaul, or an attempt to push Facebook users into public posts? The option to make information available to “Everyone” indicates the latter. It seems that Facebook’s new privacy controls are a catalyst for its broader strategy to expose content to the Web. Join us as we tackle this controversial topic, as well as take a look at tweeting toddlers and Florida’s recent ruling that prevents judges and lawyers from being “friends” on social networks.

Guest: Ann Handley, Chief Content Officer, MarketingProfs

A recent Business Week article exposes self-proclaimed social media experts and gurus, claiming that many of them define success by the number of Twitter followers, blog mentions, or YouTube hits they have, instead of by traditional measures such as ROI. But what makes someone a social media expert? And how can companies sift through these so-called experts and identify agencies and consultants from which they can get more value? Join us, along with special guest Ann Handley, Chief Content Officer at MarketingProfs, as we tackle this topic, as well as the social media junkie who updated Twitter and Facebook from the altar.

Guests: Jeff Cutler and Mike Langford, founders of nomX3

A small New Orleans restaurant called Naked Pizza used Twitter to send followers special offers and converse with customers. Companies ranging from Wal-Mart to Panda Express are driving business with Facebook, Twitter, YouTube, and Flickr this holiday season. Boston fast food chain B. Good created an iPhone app that gives you points for eating at its establishments. Is social media a savior for restaurants and retail during the economic recession? Join us, along with special guests Jeff Cutler and Mike Langford, founders of nomX3, as we tackle this topic, as well as take a look at location-based social networks such as Foursquare that are putting the local into social. And of course, this week’s dreams and nightmares.

Last week News Corp. chairman Rupert Murdoch challenged Google, declaring that he plans to shift the company’s publications to a subscription-based model and then pull his newspapers from the search engine. This represents a recent trend toward valuing content higher, and fighting back against Google, which makes it difficult for traditional news organizations to survive. Content wants to be free, but a growing number of media companies are reacting by gating their content and charging for it. Can they survive without Google, or should they get with the times and re-imagine themselves as digital businesses? We’ll tackle this issue, as well as take a look at the integrity of Obama’s social media campaigns, ways to make money on a viral video, and the decision to click that dreaded “unfollow” button on Twittter.

Guest: Scott Monty, Digital & Multimedia Communications Manager, Ford Motor Company

Join us, along with special guest Scott Monty, Digital & Multimedia Communications Manager at Ford Motor Company, as we discuss how brands can successfully incorporate social media into their marketing strategy. When it comes to building a corporate brand, the two most important ingredients for success are leadership and product; without these, it’s nearly impossible to create an effective social media program. But what’s the role of social media in the success – or turnaround – of a company? How does a company’s social culture influence its use of social media? We’ll take a look at some of the latest trends in corporate social media, as well as take a look at a Twitter feed that landed a deal with CBS and an American Airlines employee who was fired for responding to a disgruntled customer’s blog post.

A recent issue of the New Yorker features a review of Cass Sunstein’s book, On Rumors, in which he claims that “the Internet is serving, for many, as a breeding ground for extremism, precisely because like-minded people are deliberating with greater east and frequency with one another” leading to a phenomenon he calls "cyberpolarization." The Internet makes virtually unlimited amounts of information available, but at the same time makes it more avoidable. Can people harness the Web’s power of information to build communities, or will it ultimately lead to a breeding ground for extremism? We’ll tackle this issue, as well as take a look at how Facebook can be an unfortunate link for ex-lovers and how Miley Cyrus’ rejection of Twitter might be responsible for the death of a kitten.

Microsoft and Google both recently announced that they have made deals with Twitter to incorporate up-to-the-minute information in their search results. This will make it possible for them to display breaking news and links quicker than traditional search engines. While there are obvious benefits, integrating Twitter with search raises questions about the relevance of social media content, and how it should be utilized and valued in search results. We’ll discuss this issue, as well as take a look at how politicians are “overtweeting” and discuss some of our thoughts on Sidewiki, Google’s new attempt to make the Internet browser social.

As a recent AdWeek article claims, clients are realizing that their lead traditional agency doesn’t “get” social media enough for it to be effective. Recent pitches have pitted PR shops, digital agencies, traditional agencies, and social media firms against each other to see which could lead social media efforts for their brand. It’s obvious that social media has not found solid ground in the world of marketing. Everyone wants a piece of it, but the question is, does it really need an owner or can it live amongst these various organizations? We’ll discuss this issue, as well as take a look at LinkedIn’s recent accomplishment in hitting 50 million, and how social media is becoming an effective way to scam people (think: Balloon Boy and the Amber alert hoax).

Online communities and user-generated content are an important source of information and collaboration for Internet users, but community owners and members continue to wrestle for control and ownership – in public. Who controls these community-focused sites – the company or the users? On This Week in Social Media, we’ll debate ownership of community and content for shared sites such as Flickr and YouTube. Users expect transparency and a level of reliability from the corporations that run these sites, and the companies expect users who build its infrastructure to seed control of their content. Who’s right?

The Federal Trade Commission updated its policy for the first time in nearly three decades in an attempt to make the commercial interests of blogs and bloggers more transparent. Since social media has become such an important influence in how we judge brands and products, it is important to be able to distinguish the difference between authentic and promotional content. But where should the line be drawn? We’ll tackle this issue, and take a look at how people prepare–or more likely fail to prepare–for their “digital afterlife” and how social media is making cities safer.

Despite widespread adoption of social media, measurement still lags. A recent eMarketer poll shows that only 16% of marketers currently monitor their social media programs. It’s no surprise that people are eager to invest in social media platforms, but the real question is, what’s the ROI of their investments? Metrics for monitoring social networks vary greatly in terms of cost and performance, ranging from Radian6 to Microsoft’s new Looking Glass. We’ll discuss analytics and measurement, and what they mean for the future of social media, as well as take a look at cybercriminals, online bullying, and how Twitter and Facebook have helped flood survivors in the Philippines.

Guest: George Krautzel, President, Toolbox.com

Facebook recently became cash flow positive and Twitter changed its Terms of Service, but what does this mean for marketers? Social media networks are getting serious about monetizing their huge followings, but marketers (and consumers) are not buying traditional ad models. The PJA team, along with special guest George Krautzel from Toolbox.com, will tackle this topic, as well as discuss the burglar who left himself logged onto Facebook and how TGI Friday’s used Twitter to turn their recent campaign from a nightmare into a dream.

Last week, Facebook adopted some Twitter-like features as part of an ongoing rivalry between the social networks. As Twitter and Facebook become more and more alike, will there ultimately be one dominating platform, or will they be able to coexist? We’ll discuss this, as well as take a look at airlines’ successful social media endeavors and whether or not social networking can help celebrities recover from their blunders.

As social media progresses, it can start to feel like it’s absorbing us and becoming a critical part of our identity and our lives. It’s important not to lose perspective, but where should we draw the line? Are you a Weekend Tweeter? A Bathroom Tweeter? Would you dial 911 in an emergency or update your Facebook status? No matter where you fall on the scale, it’s hard to deny that people are becoming more and more comfortable with their online presence. We’ll take a look at what separates the social media well-adjusted from the junkies, as well as this week’s best and worst in social media.

Join us on this week’s show to find out. We’ll be discussing a recent study indicating that 57% of young people believe their generation uses social networking for self-promotion, narcissism, and attention-seeking. Is this type of behavior necessary for succeeding in a competitive world? How do you balance a legitimate personal voice with professional and organizational objectives in social media? Who’s doing it right, and what needs to be done differently? We’ll also be talking about the week’s best and worst in social media.

This week PJA will be discussing the institutionalization of social media. Organizations like ESPN are restricting staff usage of social media platforms while the UK Ministry of Defence encourages British troops to engage in it. What is the correct level of transparency for these organizations? Who’s doing it right, and who is making the mistakes? We’ll tackle that topic – among others – live during this Internet radio session.