With nearly 360,000 followers on Twitter, Ted Rubin is one of the world’s pre-eminent experts on social marketing strategy. Rather than ROI, however, Rubin favors ROR—return on relationship. “Conversation is the best content,” he told me.
Rubin spoke about the impact Seth Godin, the godfather of modern marketing, had on his career early on. “Here’s a guy that’s coming up with all of these brilliant thought leadership ideas, and he wanted to talk about it. And I was smart enough to just shut up and listen,” said the acting CMO of Brand Innovators.
In this episode of Marketing Superstars, Rubin also shared his expertise on brand relationships. His argument: Brands need to get back to the basics and communicate with the consumer. Brand DNA also needs to change. “The most important thing a CMO can do is create that environment that enables and empowers their employees to speak up, say what they’re thinking, and be allowed to fail,” Rubin said.
More to his point: “A brand is what you do,” Rubin said.“ A reputation is what people remember and share.”
Highlights from this week’s show include:
- The origins of return on relationship (6:04)
- Difference between networks and communities (7:05)
- The age of influence (8:15)
- The secrets to get noticed by influencers and authors (11:00)
- Gaining value from data (19:35)
- Changing brand DNA (23:50)