{"id":2965,"date":"2011-05-16T05:58:22","date_gmt":"2011-05-16T05:58:22","guid":{"rendered":"http:\/\/www.thesocialcmo.com\/blog\/?p=2965"},"modified":"2011-05-16T05:58:22","modified_gmt":"2011-05-16T05:58:22","slug":"joining-collective-bias-as-chief-social-marketing-officer%e2%80%a6","status":"publish","type":"post","link":"https:\/\/www.thesocialcmo.com\/blog\/2011\/05\/joining-collective-bias-as-chief-social-marketing-officer%e2%80%a6\/","title":{"rendered":"Joining Collective Bias as Chief Social Marketing Officer\u2026"},"content":{"rendered":"

\"\"I\u2019ve been working in digital marketing since 1997, and each year I believe more strongly in the power of relationships for effectively connecting brands with consumers.\u00a0\u00a0 Back then, I never could have imagined the incredible connection-building possibilities provided by social media, but I am enjoying witnessing the world-wide adoption of social media as a viable business tool!\u00a0\u00a0 There\u2019s no place I\u2019d rather be than in the middle of this shift, and am pleased to have the opportunity to share my expertise with and learn from the team at Collective Bias<\/a> as their Chief Social Marketing Officer<\/a>. This is very exciting and something John Andrews, the founder of Collective Bias, and I have talked about for a long time.<\/p>\n

I love the blogging community because when it comes down to it, they genuinely want to share useful information, and to connect people to information and products.\u00a0\u00a0 That really hit home for me when I was CMO of e.l.f. Cosmetics<\/a> (Eyes Lips Face) from 2008-2010.\u00a0 I pioneered a program to develop and utilize blogger relationships to exponentially increase and sustain the e.l.f. brand visibility, and because of the blogger energy, talent, and networks,\u00a0 the program at e.l.f. brand evolved and succeeded with a unique approach toward not just beauty, but also accessibility<\/em>, interactivity<\/em> and consumer engagement<\/em>.\u00a0\u00a0 At that time, the jury was still out on the business value of social media, but the success of this program confirmed for e.l.f. (and other previously skeptical businesses), that building relationships with consumers not only enhances the long-term viability of the brand, but has a direct short-term effect on the bottom line.<\/p>\n

This whole experience formed my ROR (Return on Relationships)<\/a> philosophy \u2013 that\u2026 It\u2019s All About Relationships, and the key to continued success for any brand\/retailer\/etailer is building relationships and identifying with the customer.\u00a0 We MUST listen to our consumers and be willing to adjust our message, approach, and product to keep it relevant<\/em>.\u00a0 Really, without relevance, no amount of information or attempts at connecting with our consumers will do any good!\u00a0 It takes time and effort (believe me, with 50,000+ Twitter followers and over 2,200 Facebook friends, I know!), but the short- and long-term ROR are worth it!<\/p>\n

After my\u00a0 time at e.l.f., I\u00a0 continued to nurture and build my blogger\/influencer network through OpenSky, first on their Board of Advisors, then as their Chief Social Marketing Officer.\u00a0\u00a0 With the recent shift in the OpenSky business model<\/a>, which is no longer in line with my personal brand, I am now stepping into a deeper alliance with Collective Bias to build relationships and work more closely with the blogging community, continuing to add value to what bloggers have to offer retailers and brands \u2013 and vice versa.\u00a0 I have put a lot of time and effort into building a strong network of REAL relationships and genuinely want to connect influencers, and their incredibly valuable insights, with retailers and brands in low-cost, high return initiatives.\u00a0 I am excited to join John Andrews<\/strong><\/a>, Founder and CEO\u00a0 of Collective Bias, after working\u00a0closely with him for two years since\u00a0meeting\u00a0through the blogging community and joining the Collective Bias Advisory Board a few months ago.<\/p>\n

\u201cTed wrote the handbook for the socially built brand (with e.l.f) and is the prototype for the social CMO. \u00a0He is the perfect complement for bridging Collective Bias Social Fabric community with our retail and brand relationships.\u201d John Andrews<\/p>\n

Collective Bias<\/a> also has a new division underway, that I will be co-founding, which will complement and enhance the existing divisions focusing on interaction, engagement and ROR<\/a>, while utilizing the unique power of Social Fabric<\/a> in new and innovative ways.\u00a0 Stay tuned for more!<\/p>\n

Ted Rubin<\/p>\n

Ted Rubin<\/a>, Chief Social Marketing Officer, Collective Bias<\/a><\/p>\n

Originally posted at<\/em> <\/em>Collective Bias<\/em><\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

I\u2019ve been working in digital marketing since 1997, and each year I believe more strongly in the power of relationships for effectively connecting brands with consumers.\u00a0\u00a0 Back then, I never could have imagined the incredible connection-building possibilities provided by social media, but I am enjoying witnessing the world-wide adoption of social media as a viable … Read more<\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[137,7],"tags":[1227,619,1229,1184,1228,1183,32,120,479,30,1029,1230,3],"class_list":["post-2965","post","type-post","status-publish","format-standard","hentry","category-all-posts","category-tedrubin","tag-blogger-community","tag-bloggers","tag-brand-visibility","tag-collective-bias","tag-e-l-f","tag-john-andrews","tag-marketing","tag-roi","tag-ror","tag-social-media","tag-social-media-marketing","tag-social-media-pioneers","tag-ted-rubin"],"_links":{"self":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/2965","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/comments?post=2965"}],"version-history":[{"count":2,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/2965\/revisions"}],"predecessor-version":[{"id":2967,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/2965\/revisions\/2967"}],"wp:attachment":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/media?parent=2965"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/categories?post=2965"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/tags?post=2965"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}