Joseph Jaffe

You are currently browsing articles tagged Joseph Jaffe.

Twisted Juice.

January 26, 2010 in Digital Marketing, Marketing, Social Media | 0 Comments

Mitch Joel and Jaffe Juice’s Joseph Jaffe squared off yesterday in a podcast that was a good deal of fun.  Each agreed they were good friends but that was about all they agreed upon — save for the obligatory strokefest at the end.  Mr. Jaffe is a principal at Crayon now owned by Powered and Mr. Joel is president of Twist Image a leading digital shop based in Toronto.  Both are published (books, blogs and pods) and practiced “duelists.”

The discussion with which they played pong was “Is social media a discrete marketing practice?” Mr Jaffe says “yes,” Mr. Joel “no.” 

The crux of the debate is this:  Social media needs to be well integrated into the marketing and digital practices of corporations. Today, it’s not.  Mr. Joel says there are smart companies doing so and he’s right.  Mr. Jaffe says those companies are the “exception not the rule” and he’s right. Powered is betting that specialized shops – best of breed social shops – will be better positioned to make waves and earn low hanging engagements.  Mr. Joel believes that cleanest most likely social successes will come from integrated digital shops, and in the long run that is probably more correct.  But his approach is less promotable and less newsworthy.   Social media is the haps today.  There is demand for it and a social marketing swell surrounding it. 

Da Monies.

So where is the money in social media?  Tweeting buy the pound? Friending by the hundred? In strategy?  Yep.  Where is the money in the integrated approach? The answer is tweeting by the pound and building websites – a more lucrative approach.  

Win by Knockout?

No. Both arguments are very compelling. Mr. Jaffe and Powered CMO Aaron Strout are loudly breaking new ground. (There are supposedly scores of quiet social media agencies in NYC alone.) Mr. Joel gets it for sure, and though his sound bite is not as powerful he will probably have higher margins this year. Were I a marketing director and these two pitching my business, I’m sure the last one to present would win the business.

Possibly Related Posts:


Tags: , , , , , , ,

Joseph Jaffe Kool Aid.

December 15, 2009 in Marketing | 0 Comments

joseph jaffe

Joseph Jaffe, founder of Crayon, spoke last night at the Brandhackers Meetup in New York City. He was quite good.  His third book, coming out February 9th with a title having to do with inverting the funnel, is based on the premise that loyalty is the new acquisition which sounds not only smart but profound.  Mr. Jaffe’s current book Join The Conversation is wonderfully named and one he referenced a number of times. What was ironic about the talk, though, was that it was just that — a one-way talk.  There were a couple of shows of hands at the beginning to engage but at no point during the event did we actually engage in conversation.  Where’s the Kool Aid at?

That aside, Mr. Jaffe was very good at demonstrating how the times have indeed changed. He showed a slide of campaigning Barack Obama in Berlin — a fly speck in front of 300,000 or so admirers.  When a close up of the Berlin crowd was shown, Mr. Jaffe pointed out that every person had a camera in hand. Every one. A few had video cameras and one individual was webcasting using a laptop.  Talk about sharing the love? Conversation starters to be sure.

Mr. Jaffe made many good points but the one that resonated the most for me was his summary point #3, “Everything starts with strategy.” What pushed strategy to #3 escapes me, but his notion that campaigns come and go but a “commitment to the brand” (idea) is the way forward sealed the deal.  Read Jaffe.  But better yet, have a conversation with him. Peace!

Possibly Related Posts:


Tags: , , , , , , ,