Live from DMA 2011: Biz Stone, Gary Vaynerchuk and Larry Kimmel Talk Meaningful Marketing
But Kimmel also talked about how difficult this is becoming because, "Somehow as a marketer it's your job to manage the chaos" of marketing instantly in today's countless chaos of channels. But, he said, that should be the direct marketer's job. "The only people who should be running integrated marketing programs are those who really understand the data, understand customer-centricity and understand accountability. And that is us."
Stone and Vaynerchuk
Biz Stone, cofounder of Twitter, followed Kimmel in a live video broadcast from his home in which he talked about lessons he had learned in launching Twitter, seeing how companies first adopted it, and the development of what he calls "meaningful marketing," and then he and Vaynerchuk talked about the potential of social marketing in a moderated conversation.
When Stone first introduced the prototype of Twitter to his friends and family, the reaction was very much the same we all probably had when we first heard of Twitter, "Who would want to know what you had for breakfast?" The site looked useless, but Stone and his partners had become invested in it, so they kept working on it. Then at an early SXSW convention in Austin, Texas, he saw attendees using it "in the wild."
He saw groups leaving sessions en-masse as word of another, more interesting session spread on Twitter. he saw a guy tweet that he was leaving a too-loud bar for a quieter one where he could have a conversation, and 800 people showed up at that quieter bar. He saw what he described as "flocking," a simple communication medium that allowed its users to communicate with each other in very simple terms and coordinate and act as if they were one unit. And at that pint, it was a hit.
"When people first saw Twitter, a lot of people thought it was silly," responded Vaynerchuk. "I now firmly believe the greatest listening tool in the world is Twitter. Twitter Search is one of the greatest tools for marketing."