The Interactive Marketing Council is a great group of eBusiness, eCommerce and eMarketing leaders from an array of different companies. I always learn a lot from the other members when we get together for these face-to-face meetings. Forrester is constantly innovating ways to make these meetings better and more interactive. I am looking forward to seeing several friends and colleagues I have not seen in many months.

The Forrester Consumer Forum is one of the best conferences I attend every year. The insights on the consumer landscape, social web marketing, interactive and integrated marketing are outstanding. I am looking forward to filling my brain with new ideas, data and tactics we can use to reach our Newell Rubbermaid consumers.

The theme for this years conference is “The Three Dimensional Consumer: Creating Breakthrough Multichannel Relationships.” This fits in well with my thoughts and theories around the social web ecosystem and integrated marketing.

The hashtag for the Forrester Consumer Forum 2009 is #FCF09 and they have a very cool iPhone app that you can download from iTunes or get here developed by ThoughtWorks. The Twitter id is @Forrester.

Here is a summary of what to expect at the forum:

“The Web has come a long way — but not far enough. Many transactional and even brand Web sites began as outgrowths of the catalog or phone channels. As a result, most online experiences are one-dimensional and treat all customers the same, and most sites support buying experiences but fail to engage customers before and after they make a purchase or brand decision. Executives seeking to create profitable relationships must evolve online channel efforts to support three-dimensional consumers. In short, it’s time for the Web to grow up and serve as the center of the relationship that companies have with their customers.

Three-dimensional consumers have needs, interests, and questions. To please these demanding customers, earn their repeat business, and have them recommend you to their networks — offline and online — you’ll need to effectively engage them as they plan their purchase or brand decisions, help them find the most relevant value as they’re buying, and support them during and between their purchases and interactions — all across multiple channels. At this Event, leading Forrester analysts will present research on how evolving consumer online behavior demands that firms step up efforts to engage them, and executives will share their companies’ best practices for creating breakthrough multichannel relationships.”

I will also be the Day 2, October 29, 2009 Keynote Speaker at eM9 eMarketing Conference Atlanta 2009. I will be discussing Newell Rubbermaid’s eBusiness, eMarketing and Social Web Marketing strategies and tactics.

I am very excited and honored to have been asked to deliver a presentation at this conference again. I last presented at eM7 in 2007.

The hashtag for eM9 eMarketing Conference Atlanta 2009 is #eMAtlanta and the Twitter id for the event is @eMAtlanta. Looking forward to seeing everyone at this conference.

As someone who is very active on Twitter and fits in at the high end of engagement, it is interesting to note how many are not actively engaged. You can also find this graphic on flickr.

This June 2009 video essentially predicts, without specifically calling out Iran, what could happen politically, socially and culturally when closed societies’ citizens gain and use the power of the social web ecosystem and open tools and services like Twitter.

Both videos are well worth the approximately twenty minute investment to watch. Also, check out the TED Blog: “Q&A with Clay Shirky on Twitter and Iran” where he discusses the Iran election and political uprising that is still continuing today, June 20, 2009.

• Sharpie launched a new community microsite on June 1, 2009 – sharpieuncapped.com – that focuses on bringing creative Sharpie fans, content, creativity, art work, and innovative uses together in one place. USA Today ran a nice article on the effort: Ad Track: Signing On To Social Media; An Alluring Reader Inquiry. The Sharpie brand also received a lot of attention in a recent Investors Business Daily article: Corporate Marketers Blogging, Tweeting As Part Of Their Job. Also, check out the Sharpie Facebook Fan Page and @SharpieSusan on Twitter.

• Rubbermaid launched a new branded microsite on June 1, 2009 – easyfindlids.com – with several social web capabilities including a button for consumers to share Rubbermaid food storage Easy Find Lids on Facebook. The microsite also displays links to the Rubbermaid Facebook Fan Page and Twitter account.

• Graco also launched a Facebook Fan Page during the past few weeks. This is another component to the social web marketing strategy and engaging with the community where it lives. You can also engage with Graco through the Graco Baby Blog and Graco Baby Twitter Account. Finally, check out the Graco Baby microsites: My SweatPeace and Ready For The Road Ahead.

I also wanted to provide an update on the various places where you can find out more about Newell Rubbermaid brands in the social web ecosystem.

Newell Rubbermaid Brands on YouTube:

Bernzomatic Fat Boy

Graco Baby Products

Lenox Tools

Rubbermaid

Rubbermaid Commercial

Sharpie

uni-ball

Newell Rubbermaid Brands on Facebook:

Newell Rubbermaid Corporate Fan Page – Corporate Communications and Recruiting

BernzOmatic MAPP Propane and Butane powered Torches and Lighters

Graco Baby Fan Page

Irwin Industrial Tools UK Ultimate Tradesman Challenge

Irwin Vise Grip Appreciation Society

Lenox Tools Fan Page

Mimio Fan Page

Paper Mate Fan Page

Parker Gentleman’s Club Fan Page

Prismacolor Fan Page

Prismacolor Group

Rubbermaid Fan Page

Sharpie Permanent Markers

Sharpie Fan Club

uni-ball Fan Page

Newell Rubbermaid Blogs:

Graco Baby – From The Heart

Rubbermaid – Adventures In Organization

Sharpie – Uncap What’s Inside

Newell Rubbermaid Twitter Accounts:

@CoolJobsAtNWL

@DYMOtechnology

@Endicia

@endicia_a

@ExpoMarkers

@LenoxTools

@mimioTechnology

@NWLRubbermaidTA

@Prismacolor_

@rubbermaid

@RubbermaidTwo

@SalesJobsAtNWL

@SharpieSally

@SharpieSheryl

@SharpieSusan

@stampedapproval

@UniBall_USA

@UniBall_Pen_Gal

I will make updates to this list as we increase our presence in the social web ecosystem.

June 9, 2009 Update:

Sharpie “Uncap What’s Inside” integrated marketing campaign additional articles:

• PRNewswire: Sharpie Challenges Consumers to “Uncap What’s Inside” with New Multi-Channel Marketing Campaign

• Chicago Sun-Times: Sharpie Uncaps Its Creativity

As part of the day, we were asked to come up with a definition for a word provided by Dr. Shamp around a given topic area – Social Media, Gaming, Mobile, Music, Advertising and Video. We then presented our definitions during the “Crowdsourcing the Future: Snackable Prophecies” section of the day. My word was Twitter as part of the Social Media topic area and here was the definition I gave:

“Twitter – A Social Web, open communications platform and ecosystem that enables the creation of an infinite number of services and information resources by innovative individuals and groups. It also enables users the ability to deliver, consume, share, search and analyze information in real-time, participating in an open culture, unencumbered by geography or time. With every new, public message or “Tweet” value is derived by all exponentially.”

The topic area discussions were lively and we all had to invest in a portfolio of topic areas. I invested my 300 UGA Dollars in the 60%/40% split Mobile/Gaming venture fund. However, I would have been more excited if one of the venture teams had put at least 10% into Social Media.

The UGA New Media Insititute Certificate Program Student Capstone projects were also thoughtfully presented. Each team developed an integrated, new media solution to solving a business problem. They all used a mashup of mobile, video, music and innovative access and delivery methods. Here are the projects:

• MyAcquarium: The Georgia Acquarium Mobile Hub – Integrated Quick Response (QR) Codes with a mobile delivery capability for a behinds-the-scene look at what is going on at the Acquarium.

• The Neighborhood: Mobile Audio Blog – A mobile, hyperlocal audio blog that leverages locally knowledgeable individuals like Starbucks Baristas to provide content. Uses Utterli group messaging service.

• ITwilight: Mobile Guide to the Athens Twilight – This mobile service could also be used for Football games and other large scale atheltic or artistic events. Provides information on closest restrooms, navigating traffic, and food as well as other necessity information for successfully attending a major event.

• ListenUpLocal: Mobile Local Music Programs – This mobile service provides information on local bands, gigs and concerts. Delivers behind-the-scenes videos and interviews. The artist they used to demonstrate the service is a local Athens, GA, Grady College student – Allison Weiss (@allisonweiss) – BTW: she is an excellent musician, do check out her work on YouTube and at her website.

• The Refuge Experience: US Fish & Wildlife Refuge Video – Beautiful videos at a wildlife refuge in Georgia.

Jennifer Dorian, Senior Vice President of Network Strategy and Brand Development, Turner Entertainment Networks presented on the topic of Innovation for the Turnaround. Here is a background article from the Atlanta Constitution Journal: Rebranded TNT Ignites Career Success. She felt it imperative to focus on small, marketing and new media experiments and tests, find the winners and grow from there. Do not invest too much otherwise the ROI becomes unachievable. I enjoyed her insights and the TNT Meta Tag project is an amazing case study in starting small and building up a revenue stream before extending a project or program too far.

Here are the relevant articles that Dr. Shamp had us read prior to attending the event and a couple that have come out since. These are all relevant to the ongoing discussion on how University Education must change for the benefit of all in the future.

• J-Schools Play Catchup – New York Times Online, April 14, 2009

• Are J-Schools Today Taking the Wrong Approach – Editor & Publisher, April 3, 2009

• End The University As We Know It – New York Times Online, April 26, 2009

Dr. Shamp is also proposing a new major at the UGA Grady College: Digital Mass Media Major. Makes me want to go back to school…wish this was available when I was in college.

Overall a fantastic day and event. We need more interaction like this between University and College Educators, Students and Professionals. Crowdsourcing ideas are the beginnings of bringing out the best in all of us.

A special and sincere thanks to Lizzie Azzolino (@lizazzolino) and Lindley Curtis (@Lindley), Grady College students, who introduced me to Dr. Shamp and got me involved in this effort.

Get your twitter mosaic here.

In addition to our Flickr program, we also have a Graco Baby branded blog, car seat microsite titled “Ready For The Road Ahead,” and several Twitter accounts: GracoBaby, LindsayLebresco, and KarenHartzell. Recently (December 19, 2008) we launched a new, redesigned Graco Baby branded website.

It takes several dedicated and passionate people to bring these programs to life and drive them to success. It also takes the support and guidance of agencies that work with us as partners. I want to call out two of the agencies that have actively supported these efforts: Converseon and the LBi Atlanta office.

I also want to call out another organization that has helped educate us on Social Media Marketing and Interactive Marketing: Forrester Research. They have some of the best analysts and researchers in the business and are wonderfully knowledgeable. They are also well connected throughout the industry and are great at networking you with peers and high quality agencies, consulting services and technology partners.

Finally, if you are looking for a place to start with social media marketing, get the book Groundswell by Josh Bernoff of Forrester and Charlene Li of the Altimeter Group.

Here are some interesting articles, events and happenings:

• Fun With Sharpies by David Meerman Scott is a fun and interesting look at the Newell Rubbermaid Sharpie Blog based on a discussion I had with David in early January, 2009. A lot of credit for the success of this blog has to go to Susan Wassel our lead Sharpie blogger and Sharpie Tweeter (@SharpieSusan).

• The Uni-Ball brand has also started experimenting in the social media ecosystem with a Twitter Avatar (@UniBall_USA). The Uni-Ball brand also launched a powerful advertising campaign and YouTube Channel.

• David Meerman Scott also wrote an outstanding piece on the social media efforts of the US Air Force – US Air Force Web Posting Response Assessment. The chart provided in the blog post is an outstanding tool that can be easily adapted to the private sector. It is great to see a Federal Government organization being so progressive in this area.

• I also had the pleasure of speaking at the University of Georgia, Terry School of Business on social media and interactive marketing. I discussed how Newell Rubbermaid interacts with consumers through these efforts, career search opportunities and the challenges that are out there for branded products and services in the ecosystem. Kathryn Moore ran the Terry School of Business Marketing Club event. She is a 2nd year MBA graduating in the Spring and would be an outstanding hire for any company looking for a smart, agressive marketing communications professional. I highly recommend her. I also had the pleasure of meeting and listening to the keynote speaker, Sandy Carter, Vice President of Marketing with IBM. She is a well respected leader in Social Media Marketing and has written a book “The New Language of Marketing 2.0, How To Use ANGELS To Energize Your Market” and has a very popular blog: Marketing 2.0: From A Whisper To A Scream.

I am looking forward to a very bright 2009 in the social media and interactive marketing ecosystem. There is a lot to be excited about.