CMO 2.0 Conversation with Paula Drum from H&R Block

Written by on September 25, 2008 – 3:04 pm -

pauladrum100I had the pleasure to interview Paula Drum, the VP of Marketing for the Digital Division of H&R Block. It was a lot of fun to speak with a forward thinking marketer like Paula on a variety of social media marketing programs.

Topics that we covered include:

  • How did social media change marketing at H&R Block?
  • What are the scaling issues for marketing 2.0 programs?
  • How do you overcome internal resistance, and especially legal objections?
  • How do you measure progress and success?
  • How do you decide to extend a brick & mortar brand into the digital world vs. creating a new brand?
  • How does marketing 2.0 affect the organizational structure of marketing?
  • Should you integrate traditional marketing programs with social media programs?

We will write additional blog posts with content from the interview, but for now I wanted to make sure the interview was up there as quickly as possible.

Comments, suggestions, or ideas? Send them my way at francois [at]

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Posted in CMO 2.0 Conversation | 2 Comments »

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