We’ve all heard the word influencers, but they seem to be coming together in what is being called influencer marketing platforms. It’s a new category and some brands are looking at it as though it’s a new category of media.

Recently, this has become a much debated topic, particularly as it relates to services like Klout, Peer Index, Kred and others. What does the evolution of influence really mean? Who are these citizen influencers and how can brands connect with them?

In today’s episode, we reached out to Mark Schaefer. Many of you know Mark from his incredible work with the top ranked {Grow} community blog, but he is also a globally-recognized business writer, university lecturer, and the author of the best-selling books The Tao of Twitter and Return on Influence.

In today’s podcast, we discuss the new ROI (return on influence) and what that really means for brands. You don’t want to miss it.

For those of you that don’t know Gini Dietrich, you need to make her acquaintance. First, she’s one of the nicest people I know and second she is a blogging and content marketing rock star. You may recall Gini’s appearance on Brand Fast-Trackers last year, when she made the bold statement that soon, social media will be everyone’s job (if it’s not already), meaning that social is not going away and brands need to be actively engaging their customers. Gini has a new book out called Marketing in the Round that she co-authored with Geoff Livingston. Geoff is a marketing strategist, fundraiser and the VP of Strategic Partnerships at Razoo, a fantastic organization we will talk more about next week.

Marketing in the Round is all about breaking down the organizational silos that exist on both the brand and agency side and how to market in an open, communicative and ultimately more successful business model. There are many books on social media, but this is a honest to good marketing book. Gini and Geoff clearly explain the pros and cons of every single marketing strategy, including social. They guide us through breaking down communication barriers between departments and forming a truly integrated marketing program on multiple levels.

For a great review of the book, skip on over to Inkling Media and read Ken’s review, posted today. Tune into our interview with Gini and Geoff to learn more and don’t forget to buy the book!

Well known brands are today using dozens of agencies, focusing on social media, digital media, PR, promotion, and creative all operating in their own silos. One very unique agency trying to break that model is Team Detroit. Team Detroit was formed from 5 agencies coming together with the idea of operating with an open architecture and an ability to bring the best resources to clients all over the world. Today, we are joined by Team Detroit’s Co-President, Brad Audet. He introduces the approach and philosophy of Team Detroit and explains why their vision is so different. Brad has vast experience in both auto and non-auto categories and addresses topics like marketing non-auto companies in an auto town, newsjacking, and forming symbiotic relationships with your accounts.

Brad’s Bio:

One of the first things you hear when entering the advertising industry to make a living is that you better have a thick skin and be willing to fight for what you believe in. Brad Audet was obviously taking notes on the first day. His competitive nature, stemming from a background in collegiate athletics, has helped him take on any new challenge, turn it into a win and come back looking for more. That’s part of why he is President and Managing Partner. In that role, Brad leads new business development and oversees a group dedicated to serving a broad array of clients that have included; Scotts Miracle Gro, Sports Authority, Bosch, Johnson Controls, Carhartt, Compuware, Bell Helicopter, Shell, Jiffy Lube, White Castle, Warrior Sports, Ohio Art and many more. Prior to his current responsibilities, he led the successful launch of the Ford “Drive one” campaign and seven Ford nameplate launches.He didn’t just walk into this role. Brad used to run the Mullen Detroit office servicing several General Motors businesses. He also helped open Frankel’s Detroit office to provide brand activation support for General Motors. But it all started at Ross Roy, where he worked on Kmart, Builders Square, OfficeMax and AT&T.

The shift in social landscape has been remarkable during the last couple of years.  New opportunities for brands to push their marketing to incredible places are constantly created. Yet, the technology and the opportunities it provides requires a real understanding of what it shift means and how to take advantage of it. in today’s episode, we turn to Mitch Joel, one of North America’s leading digital visionaries, and also president and partner of Twist Image. Mitch shares his forward thinking perspectives on brands and social and digital marketing in what he calls “the one screen world.” It doesn’t matter what the screen is, it matters is what’s on the screen. Mitch aims for brands to better understand who their consumers are, what they want and especially how they want to be connected to brands. Building a powerful direct relationship to consumers and prevent brand confusion requires a clear vision of the relationship you want with your consumers.

Read Mitch’s blog here. Tune in to his podcast here. You will be glad you did.

Check out this recent video interview of Mitch by upcoming guest Mark Schaefer:

Bio: When Google wanted to explain online marketing to the top brands in the world, they brought Mitch Joel to the Googleplex in Mountain View, California. Marketing Magazine dubbed him the “Rock Star of Digital Marketing” and called him, “one of North America’s leading digital visionaries.” Mitch Joel is President of Twist Image – an award-winning Digital Marketing and Communications agency. He has been called a marketing and communications visionary, interactive expert and community leader. He is also a Blogger, Podcaster, passionate entrepreneur and speaker who connects with people worldwide by sharing his marketing insights on digital marketing and new media. Joel speaks frequently to diverse groups like Wal-Mart, Starbucks, Nestle, Procter and Gamble, Unilever and has shared the stage with former President of the United States, Bill Clinton, Sir Richard Branson, Malcolm Gladwell, Anthony Robbins, Tom Peters and Dr. Phil. As a professional speaker, Mitch is represented exclusively by Greater Talent Network in the U.S. and by Speaker’s Spotlight in Canada. Joel is frequently called upon to be a subject matter expert for, BusinessWeek, Fast Company, Marketing Magazine, and many other media outlets. His newspaper business column, New Business – Six Pixels of Separation, runs bi-monthly in both The Montreal Gazette and Vancouver Sun and he also has a regular column, Media Hacker, on The Huffington Post. His first book, Six Pixels of Separation (published by Grand Central Publishing – Hachette Book Group), named after his successful Blog and Podcast is a business and marketing bestseller. His next book, CTRL ALT DEL, (also published by Grand Central Publishing) will be coming out in Spring 2013.

Summary:

Storytelling is one of the most vigorous tools we have to influence, educate and share, but both for- and non-profit brands struggle with it.  To successfully market your brand, you actively need to think about storytelling and be constantly aware of its importance.  Today we are speaking with Dan Portnoy, the author of The Nonprofit Narrative: How Stories Can Save the World. Dan shares his insights and explains the difference between sharing facts and telling stories.  He also describes the importance of knowing how to create your own story, which parts of it you should tell, and ultimately how to tell it. The best way of getting attention is, according to Dan, connecting emotions to your story. Emotions comes first, attention comes after.

Want to win a copy of Dan’s Book?  – Simply share this post and tag @danportnoy #nonprofitbook and you’ll be entered for a chance to win. Too impatient for that? You can buy the book here.

Read our friend Ken Mueller’s recent review of Dan’s book here.