HubSpot TV – Enterprise 2.0 with Guest Andrew McAfee

December 24th, 2009

NOTE FROM THE PRODUCERS: We are doing a special Holiday episode live today Wednesday, December 23rd at 4:00pm ET. Check out the show at www.hubspot.tv.

Episode #71 – December 18, 2009
(Episode Length: 24 minutes, 41 seconds)

Intro

How to interact on Twitter: @mvolpe, @karenrubin and @amcafee with www.HubSpot.tv in your tweet.
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New day and time for HubSpot TV next week: December 23rd, 4PM

Special Guest: Andrew McAfee

Doing It Right

A GPS Experiment Busts Street Thieves
“What
would happen if a furniture company left 24 designer chairs, many
equipped with GPS tracking technology, on the streets of New York?”
“Blu
Dot, a furniture maker based in Minneapolis, found out with its “Real
Good Experiment,” which it developed with branding firm Mono. The
experiment was equal parts marketing campaign for the chairs, which
retail for $129, and research into the recession-friendly phenomenon of
“curb mining” — the practice of nabbing household items left on street
corners.”
“All told, Blu Dot believes the experiment
generated nearly 60 million Web impressions, including blogs and
Twitter posts. Unique visitors to its site tripled in the first few
days of the experiment.”
“There was some concern it wouldn’t
make an impression beyond “design hipsters,” but Blu Dot found it was
getting attention from the tech community, including Fast Company and a
security blog.”

Headlines

Carnival Titanics Their Marketing

Carnival Cruise Lines Releases a Restrictive New Social Media Policy for Travel Agents.
“Carnival
Cruise Line is introducing a new social media policy in 2010 that
prohibits partners from using any Carnival trademark or intellectual
property on social media websites including Facebook, Twitter, Linked
in – without prior written approval.”
Marketing Takeaway: You can’t control your brand, and doing so limits your exposure.

Twitter Encourages Contribution

5 Business Benefits of Twitter’s New Feature ‘Contributors’ (Launching Soon!)
“Twitter
will be releasing a new feature called “Contributors,” which allows
multiple users to contribute to a single company Twitter account.
(Woohoo!)”
Marketing Takeaway: Make sure you have both individual and company Twitter accounts!

Big Brands Playing Small

Pepsi turns ad focus online
“Pepsi’s
Super Bowl streak is over after a 23-year run. Ads for the drinks won’t
appear in next year’s Super Bowl on CBS. Instead, the company plans to
shift ad dollars to a new marketing effort that’s mostly online.”
“Shipper
FedEx also said Thursday it will not advertise again in the Super Bowl
due to costs, the same reason the company gave for sitting it out last
time around.”
Big brands turn to small blog houses for big results
“Chris
Heuer and his wife Kristy, run the Social Media Club. They wanted to
find a way to save money on hotels in Paris. They found a house for
rent, which cost something around 5,000 Euros, and they got several
sponsors, largely PayPal, to pick up most of the costs for the house,
which they branded “the Social Media Club House.”"
“What did
PayPal get? Mentions on our blogs and Twitter accounts, but a private
dinner where they got to know us away from the hustle and bustle of
their show floor exhibit.”
Marketing Takeaway: Small is the new big. Richer relationships with fewer people trumps interruption advertising to millions.