Today I had another opportunity to interview a true CMO 2.0 – Jeffrey Hayzlett, the CMO of Kodak.

Jeffrey and I started off by talking about the remarkable transformation and near-death experience that Kodak had to go through to remake itself as a digital company. We covered a wide array of topics, including how:

• “branded content” can become part of the conversations
• social media is in fact nothing more (and nothing less) than the platform that allows the “socialness” that makes us humans to scale
• you have to be pragmatic in the ways you measure the impact of all marketing activities on sales
• you need to train people to engage with others in a 2.0 world
• generational differences impact marketing and new product innovation
• gaining market insight and new product ideas have changed over the years
• the acceleration of product lifecycles is impacting the way we develop, launch and release new products

It was truly a rich and informational conversation. I will update this post with additional topics in the near future, and also make this and other CMO 2.0 conversation transcripts available soon.

(this interview will also be make available in the Marketing 2.0 Group – http://www.marketingtwo.com)

CMO 2.0 Conversation with Jeffrey Hayzlett [ 54:52 ] Play Now | Play in Popup | Download (7821)

I had a lot of fun interviewing Best Buy’s CMO Barry Judge yesterday as part of our CMO 2.0 Conversations. Barry is truly a 2.0 CMO – no doubt about that.

We talked about the changes that are shaking the fundamentals of marketing, and what that means for a multi-billion dollar company like Best Buy. Topics ranged from obvious changes – like the fact that broadcast messages no longer work – to changes that are not as often covered – like the impact of labor laws on social media marketing and the potential scalability issues of social media-based programs.

I will try writing up more posts with additional information from the interview, but for now you can listen to the recording below.

CMO 2.0 Interview with Barry Judge [ 52:18 ] Play Now | Play in Popup | Download (7636)

The second CMO 2.0 Conversation was a truly fun discussion with Jay Gillespie, the VP of Marketing and New Product Development at Fiskars, Suzanne Fanning, Director of Communications at Fiskars, and Geno Church, the Word of Mouth Guru at Brains On Fire.

If you are not familiar with the Fiskateer community, you should listen to the interview. It is a great case study of how very traditional companies can leverage the marketing 2.0 techniques and programs. What they created is not a community – it’s a movement. You could not shut it down, even if you wanted to. And it also delivered some hardcore results – think 300% increase in store sales and 600% increase in online chatter.

I will distill some of the other nuggets from this great interview in a later blog post, but for now you can listen to it below.

CMO 2.0 Conversation with Jay Gillespie, Geno Church and Suzanne Fanning [ 49:53 ] Play Now | Play in Popup | Download (8533)

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 [ 58:14 ] Play Now | Play in Popup | Download (7452)