I 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] beelinelabs.com

 

 CMO 2.0 Conversation with Paula Drum [58:14m]: Play Now | Play in Popup | Download (2586)