Integrated Marketing

Month

May 2013

1 post

In honor of Ted Spiegel

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This past weekend we lost Ted Spiegel, a groundbreaking leader in the marketing industry and someone who has touched the lives of many people, including mine.  

I learned the news a few minutes ago when checking my email after a flight.  I just arrived in San Francisco for a fundraising trip for Groovebug, a company I launched while earning my Masters at Northwestern University, and while working under Ted as a graduate assistant.  You could say there wouldn’t be a Groovebug if there wasn’t a Ted Spiegel.

Ted was a huge influence on my experience at Northwestern, an experience I can only describe as utterly life changing.  His kindness, brilliance, authentic interest in my success, and passion for everything he did, will always be a way of being that I will work hard to emulate.

When i was a young kid my family lived in a far flung small town in northwestern Ohio called Fremont.  The town didn’t have a record store, let alone clothing stores that carried anything of interest to my young mother.  Catalogs were my mom’s connection to “civilization” and fashion.  Spiegel, was one of those catalogs.

During orientation for Northwestern’s IMC program, Tom Collinger introduced Professor Emeritus Ted Spiegel, the program’s former chair.  I was star struck.  He helped grow the Spiegel family catalog business for more than 30 years beginning in 1957.  He was behind my mom’s connection to the outside world!  I was so excited to tell my mom about the Spiegel connection that I had a hard time listening to anything else.

Soon after the program started, I volunteered to work with Ted on an ambitious project to use Google Apps for Education to build class web sites that would serve as learning resources during and after the graduate program.  Ted’s passion for using technology to improve teaching was amazing.  He was a force of nature and a pioneer within the university.  Under Ted, i designed and built the program’s intranet site to help get one step closer to realizing his vision.

Even though it meant that I’d have to give up working on Ted’s project, Ted wholeheartedly encouraged me to pursue entrepreneurship and Groovebug.  He even let me borrow his copy of Steven Blank’s Four Steps to the Epiphany, probably the most important book I’ve ever read.

I only wish I had a chance to properly thank him.  Rest in Peace Ted.  You are missed.

May 13, 2013

May 2012

1 post

Running your start-up like a fire fighter

Just like a raging wildfire, the market is volatile.  The prevailing winds of consumer trends rapidly change direction, the competitive landscape is often cluttered, and mistakes can easily become fatal to a young company.  

How should a new company cope? 

Start-ups should look to other organizations that successfully operate in treacherous and highly dynamic environments.  Fire fighters who fight wild fires, nurses in emergency rooms, and combat units are all examples of organizations that must operate at  extremely high levels of reliability in rapidly changing environments.

In Managing the Unexpected, Karl E. Weick identifies five principals that enable high reliability organizations (HROs) to mitigate and contain unexpected events.  These principals are common to fire fighters who battle wildfires, emergency room staff members, and soldiers in the line of fire.

HROs cannot afford to make huge mistakes. When mistakes are made they need to be quickly contained.  The HRO Principals listed below enable these organizations to operate at a high level of reliability.  

HRO Principals:

1. Preoccupation with failure - Spend time working out all of the mistakes you can’t afford to make.  Try to anticipate what the competition might do that could pose problems.  Think though the worst case scenarios. 

2. Reluctance to simplify the problem - Be skeptical of simple explanations.  Remember that reality is nuanced.

3. Sensitivity to operations - Work hard to gain a perspective from the front lines and all of your customer touch points.

4. Commitment to resilience - Problems are going to happen. They key is a commitment to respond to unexpected jolts without getting flustered. Be ready to quickly bring resources to bear on any issue 24/7.  You always need to have an engineer and a designated spokesperson on call.

5. Deference to expertise - Expertise trumps all. Listen to your experts.

May 17, 2012

April 2012

2 posts

Why I love Chicago, now more than ever

Thanks to Built in Chicago, I had the opportunity to pitch Groovebug to a room full of the top digital marketing executives in Chicago at yesterday’s Digital Collective event at the Field Museum.  Amazingly, we were voted by the group as one of the five hottest start-ups in Chicago!  We were in great company.  The other four start-ups chosen to present were Belly, Sprout Social,  Appolicious, and 30 Second Mobile.  It was great to meet the other CEOs.

At the event I had a chance to hear a talk by John Tolva, the City of Chicago’s new CTO.  I was quite impressed.  As a Chicagoan I’m proud to know that our city is making great strides in becoming a technological leader.  Tolva really gets it and is certainly the right man for the job.  He is committed to harnessing the power of the developer community by making municipal data accessible through APIs.  Check out some of these cool products and sites that have come from opening Chicago’s data:

http://wasmycartowed.com - find out if your car was towed and where it is

http://2inch.es - get alerts about parking restrictions

http://faspark.com - find a place to park (really)

You can find more at http://appsformetrochicago.com/

I was most impressed that the city is using social media monitoring tools to discover streets that need to be repaired, bad customer service, smelly CTA stops, and more.  The city is teaching other municipalities how to replicate what Chicago is doing.  

I learned first-hand how powerful social media monitoring tools can be in my Consumer Insights class in Northwestern’s IMC program.  We conducted netnography studies (think ethnography on the web) with a powerful tool by Netbase.  In other classes we used other tools like Radian 6. It is amazing that Chicago is becoming so cutting edge!

After the Digital Collective event, I stopped by 1871, the new tech center where we are moving Groovebug HQ.  1871 is an ambitious project that is part of a wider effort to make Chicago a tech powerhouse. I met with Steven Collens and Kevin Willer, two of the guys making 1871 possible. They showed me the space, filled me in on the latest, and made sure I knew about the opening party.

So now, here is the reason why I love Chicago now more than ever. They told me that John Tolva, the city’s new CTO, is actually one of the DJs for the opening party. How cool is that?  As a DJ/technologist/Chicagoan/someone-who-just-heard-the-guy-talk-a-couple-hours-before, this really made me feel like I am in the right place at the right time.

I love you Chicago.

Apr 19, 2012
Reflecting on the last 18 months at Northwestern

Yesterday I participated in an alumni panel and a cocktail party at IMC Visit Day at Northwestern University. It pushed me to reflect on the past 18 months as a grad student in Medill’s Integrated Marketing Communications Masters of Science program and the Farley Center for Entrepreneurship and Innovation’s NUvention Web class.  I can’t overstate the impact the experience has had on my life.

Thanks to Northwestern University, the engaged alumni network, dedicated faculty, and  brilliant energy of fellow students, I’ve been given the unbelievable opportunity to launch Groovebug, a business that represents the convergence of all my passions - music, marketing, technology, and building things.

Over the past 18 months I’ve learned to uncover deep consumer insights, develop predictive models of consumer behavior, determine the financial of value of customer segments, plan media buys, develop an integrated marketing strategy tied to financial returns, measure social media ROI, manage a media organization, build a lean start-up, raise capital, develop a mobile application, and run a company.  Every step of the way I’ve benefited from an environment where everyone pulled for me to succeed and went our of their way to help.  That it is what makes Northwestern such a special place.

During the cocktail reception yesterday I interacted with several of the newly admitted students. I found myself gushing about the program and the university.  In fact, an admitted student from Toronto, who I found quite impressive, thanked me for my “sales pitch.”  The truth is, I feel like I owe something to the school and the people involved with it.  The past 18 months were life changing. 

Apr 14, 2012

December 2011

1 post

RT @FastCompany: To Reach Fans Through Social Music Sites, Labels Need To Learn To Let Go http://t.co/kBO8y5WZ (by Louis Marino)

Dec 7, 2011

November 2011

10 posts

Google Artist Hub Offers Direct-To-Consumer Platform for Bands | Scott Steinberg | Rolling Stone http://t.co/zLCHxTLP via @rollingstone

Nov 29, 2011

Beardyman @ BBC Comedy Proms 2011, Royal Albert Hall (Video)
http://t.co/rbzNTsQh via @groovebug

Nov 27, 2011

RT @groovebug: Groovebug team is going to Reggie’s in Chicago for Chicago Afrobeat Project show. #Occupy event too. Rumors swirling abou …

Nov 26, 2011

http://t.co/mu8fyaRq - Need We Say More? > News > Chick Corea’s 70th: Return to Forever, Herbie…
http://t.co/dY5oR7jM via @groovebug

Nov 24, 2011

Pink Floyd The Wall - Pink Floyd - Comfortably Numb (Video)
http://t.co/kVeMV4pr via @groovebug

Nov 23, 2011

Derrick Carter @ DEDGE (Video)
http://t.co/KSwDa9Qf via @groovebug

Nov 22, 2011

This is an awesome video - Emil & Friends - “Let Your Heart / Prescriptions” (Video) http://t.co/oeTRdC0f via @groovebug

Nov 19, 2011

Top 5 Scaling Lessons From Superhero CEOs http://t.co/EH8iyNBQ #laomc

Nov 18, 2011

If you’re going to be in Chicago on 11/15, you should plan to attend the @MedillSchool @IMCTalentQ symposium: RSVP at

Nov 10, 2011

EMI & Echonest forge strategic partnership to bring innovation to music distribution #laomc

Nov 4, 2011

October 2011

7 posts

Why Coldplay and Adele Aren’t Bringing New Albums to Spotify http://t.co/ywBCVJ6E #laomc - release windows for music?

Oct 27, 2011

Cibelle - Punk da Periferia (Video) http://t.co/8zIzXnJ9 via @groovebug

Oct 15, 2011

Dj Heather @ Coachella 04-28-07 (Video) http://t.co/8tJEkSM9 via @groovebug

Oct 15, 2011

Alison Levine at #tedxmidwest with lessons in leadership - tough decisions in changing environments and insights on progress #laomc

Oct 13, 2011

I’m hiring! iOS Developer at Groovebug - Greater Chicago Area #jobs http://t.co/zujGZJm5

Oct 3, 2011

I love this song- Lebanese Blonde by Theivery Corp via @groovebug http://t.co/Uv2HqKkK

Oct 2, 2011

Stanton Warriors ‘Get Up’ f/ Ruby Goe & Hollywood Holt leads new videos | Gowhere Hip Hop http://t.co/JlazdGyB via @groovebug @hollywoodholt

Oct 2, 2011

September 2011

5 posts

Gadgets We Like: Groovebug, The iPad Music Magazine + Search Engine | TuneCorner Music Blog http://t.co/FYAdh4ft via @tunecore

Sep 30, 2011

(9/16) Preview: Federico Aubele (DJ set), La Guerrilla & Jugoe at Beauty Bar | Austin V… http://t.co/jJjGjLBg via @groovebug

Sep 17, 2011

Fredrico Aubele video. He’ll be @aclfestival @groovebug http://t.co/ayCnYd2

Sep 11, 2011

RT @consumerlife: Medill IMC student @jeremiahIMC ‘s music/info app ‘GrooveBug’ launches tonight! check out the video: http://t.co/GZiG …

Sep 10, 2011
Play
Sep 6, 2011

August 2011

3 posts

Some music is worth owning - sorry Spotify. @groovebug just helped me find a great album by Lisa Shaw. Now I own it.

Aug 13, 2011

From @groovebug http://t.co/ku5jkvw - testing one, two, three. Groovebug’s first official share!

Aug 11, 2011

Follow @Groovebug now because the music give-away contests will begin soon.

Aug 6, 2011

July 2011

2 posts

Top SEOs And Data Correlations http://t.co/GQJFhsx via @B2Community

Jul 12, 2011

RT @IncMagazine: Is being an entrepreneur in your DNA? http://ow.ly/5wTiR

Jul 7, 2011

June 2011

5 posts

RT @fastcompany: New Series—->Ten Tips For Finding And Working With Angel Investors http://bit.ly/le20qg /via @FastCoLeaders

Jun 30, 2011
Jun 28, 2011

Wow!!! RT @fastcompany: Lytro: The $50M Tech That May Change Photography Forever http://bit.ly/lHVgUY

Jun 23, 2011

RT @eWEEKNews Dropbox Accidentally Turned Off Passwords on File Storage Service - Security - News .. http://bit.ly/mIlFWQ

Jun 22, 2011

RT @mashable: Apple WWDC: iOS now runs 200 million iPhones and iPads - http://on.mash.to/kWaPEL

Jun 7, 2011

May 2011

2 posts

Want to beta test Groovebug on your iPad? Go to this link: http://bit.ly/meJI1M

May 19, 2011

About to listen to @deanholmes school us on social media. #medillimc

May 3, 2011

April 2011

11 posts

RT @VentureBeat: YouTube launches movie rental service http://bit.ly/faH5be

Apr 28, 2011

Great blog post about Bob Evans’ Tom Marchese from Charlie Vlahogiannis on @VitaminIMC: Painting career success: http://t.co/fD8jE3V

Apr 22, 2011

Cool use of Twitter to drive engagement: DKNY Hosts Scavenger Hunt on Twitter http://t.co/o7s9YKl via @mashbusiness @mashable

Apr 22, 2011
Cortney Harding: What is a music evangelist (and why does your startup need one)? → cortneyharding.tumblr.com

cortneyharding:

A music evangelist finds opportunities for your start-up in the music space and reaches out to create partnerships and make connections (and money).

Reasons why you need one (and by “one,” I mean me):

10. Because there is still money to be made in music — selling shirts, creating communities,…

Apr 21, 201117 notes

RT @Safe_House: Check out @groovebug, a personalized music magazine for the #iPad coming soon. Get in line to take a test drive at http …

Apr 20, 2011

Spread the word about my new start-up called @groovebug - a personalized music magazine for the #iPad. Get on the list at groovebug.net

Apr 18, 20111 note

Had the privilege of listening to a great UX lecture by @clevergirl at @nuvention Thanks!

Apr 13, 2011

Virgin gets it! - For Virgin America Marketer, Taking New Media to New Heights Makes Flying Fun http://t.co/5DWXUsO via @adage

Apr 8, 2011

The web entrepreneurship class I am taking was just ranked by @IncMagazine as one of the Best Courses in 2011: NUvention http://t.co/uBayReH

Apr 8, 2011
Apr 6, 2011

RT @TechCrunch: Amazon’s Cloud Player Tests The Limits Of The Record Labels’ Patience http://tcrn.ch/eJAAT5

Apr 2, 2011
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