The Engaged Consumer

John Cass

David Armano

One of the things I love about my job is that I get a chance to meet and interview tons of interesting people. Some are execs at big companies? Others are authors of thought provoking books. And some are just plain smart individuals who are teaching companies how to embrace the power of social networking and online communities with an eye toward improving customer service, product innovation and tradional sales and marketing efforts.

Last week, I had yet another opportunity to interview a couple of the aforementioned individuals. The two gentlemen I speak of are none other than David Armano, a senior partner at the Dachis Group, well-known blogger and former VP of interactive agency, Critical Mass and John Cass, author of Strategies and Tools for Corporate Blogging, blogger and former community manager at Forrester Research. Our topic was that of tapping into “social” to drive awareness and engagement.”

As usual, David helped me think outside the box by sending me a blog post he had written back in 2007 titled The Marketing Spiral.

Armano's Marketing Spiral

So with that as a backdrop, here are some of the questions I asked during our podcast:

• Do you have best practices to recommend in terms of driving awareness and engagment using social?
• Do you have examples of companies who do it right? Do it wrong?
• How do you create excitement for a product that doesn’t seem exciting (you know, like toothpaste—and you know that’s a trick question)
• What are your predictions for social marketing as it relates specifically to Engagement and Awareness?

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• Do you have best practices to recommend?
• Do you have examples of companies who do it right? Do it wrong?
• How do you create excitement for a product that doesn’t seem exciting (you know, like toothpaste—and you know that’s a trick question)
• What are your predictions for social marketing as it relates specifically to Engagement and Awareness?