I’m not in Austin yet, but I wanted to give you an update on what you can expect during our coverage of SXSW Interactive. Several people have reached out via email to setup a time to chat in Austin. Why haven’t you? You can reach me via email at: sparent AT mediatrust DOT com or by sending a tweet to either @AmericanCliche or @MediaTrust. Let’s get together in Austin!

Too often we see people making the leap into social media, only to muck it up with spammy or salesy tactics. While social media can be an amazing way to engage with existing and potential customers and partners, you have to take the right approach. Stephanie Lichtenstein – better known online as MicroSteph - chatted with me about the right and the wrong ways to interact on the social web.

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SXSW Interactive starts in just a few short days. During that time, some of the smartest minds in technology, social media and digital marketing will be descending on Austin. Are you one of those people? If so, please make sure to get in touch with me. My hope is to meet and connect with people that want to help others become better marketers. To me, that means social media tools, video technology, search engine insight, metrics gathering, media buying and about two dozen other things that I haven’t thought of yet.

Now, I’m just spit-balling here, but my goal is come back from SXSW with a boatload of information that I can use to help those in the performance marketing industry grow their business. So, if you’re open to sitting down with me for a few minutes to talk, shoot a video for Relevantly Speaking, or just grab beer and brainstorm – I’m in!

Email me at: sparent AT mediatrust DOT com or reach out to me via Twitter @americancliche.

Safe travels to Austin.

We’ve all been watching in fascination (or, horror – depending on your perspective) as one of the worlds most trusted brands has fallen. Not only has their myriad of problems sunk them almost overnight, but now you have the media “looking” for problems to pin on Toyota. Because we’ve all been watching this thing unravel, we know how it happened. The question now is how does Toyota get their brand back?

Toyota has already started the mea culpa process with commercials like this:

They’ve now started to harness social media as well. According to a post on Los Angeles Times Blog, Toyota has setup a branded channel on TweetMeme in partnership with Federated Media. It’s called Toyota Conversations and it’s essentially an aggegator of articles and web fodder about the brand. The LA Times articles seems to indicate that it was mostly including “positive sentiment” in the feed. However, when I looked it I actually saw a feed weighted more heavily on pieces critical of Toyota.

Is this the right approach?

I think it is. Look, no amount of spin is going to make this go away right now. Instead, Toyota has taken the initiative to aggregate it, acknowledge it and allow real conversation around it. While allowing a real stream of sentiment, Toyota is allowing all viewpoints – mostly negative – in to their “conversation,” but they are also able to brand it correctly. Take a look at the Toyota Conversations page and you see a section called “What We’re Doing” that allows the company to clearly state their message. There is also a link to a recent episode of Digg Dialogg which features Toyota’s US President, Jim Lentz. Additionally there are links to Toyota’s presence on YouTube, Facebook and Twitter.

Toyota’s brand is a mess right now, but they’re being as transparent about it as they can be. By taking this approach, not only are they laying their cards on the table, but they’re also saying “let us have it and after you do, we want to tell you how we plan to make it right.” Under the circumstances I think this is a genius approach to making lemonade out of lemons.

What do you think? Is this the right approach? What could they be doing better? I’d love your feedback in the comments.

This week we’re talking to Bobbi Leach of RevenueWire about the biggest challenges facing affiliate marketers today. We’ll also hear what the company’s been up to since we spoke with them last year.

I’m getting fired up for SXSW Interactive in Austin, TX. Do you have a killer social media app? Have you spotted a trend that no one else seems to have noticed? Are you someone in the affiliate space that sees real value in attending SXSW? If you answered “yes” to any of the previous questions, I want to speak with YOU in Austin. Send me an email at sparent AT mediatrust DOT com and we’ll chat.

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I came across an article yesterday about an amusement park in the UK that is having a contest to find the smelliest urine. I’m totally serious.

From the UK Telegraph:

“Thorpe Park in Surrey is eager to introduce a ‘’signature stench” to its horror maze SAW Alive which opens next month. In a ”contest” on Friday, members of the public will be offered a £500 cash prize to produce the most pungent-smelling urine. The smell will then be used alongside other stenches in the maze.”

At first, I thought “wow, why do I waste my time reading this garbage?” But then, I started to think about. This is genius marketing on several levels.

First, it got picked up by TONS of worldwide press. By issuing a press release announcing this silly contest, they got media outlets to cover their amusement. For free.

Second, it got coverage of it’s new attraction, SAW Alive. Instead of having to buy print ads or local airtime in TV or radio, they got the media talking about their new offering.

Finally, and most importantly, it gets customers in the door. Notice how the “contest” involves people coming to the theme park on Friday? They don’t need to do this on a weekend when they probably have no problem with attendance. Doing it mid-week makes it less likely that people would take a day off from work and travel to the park. But, doing it on Friday is just tempting enough that it might give people that push over the edge to make a long weekend out of it and go to Thorpe Park.

So let’s reiterate here – for the cost of a press release this company has achieved three very important things:

1. Brand Awareness on a Worldwide Scale

2. Publicity Around A New Product Launch

3. New Customer Acquisition

Even though it’s easy to dismiss the, admittedly, stinky premise, you can’t deny that this is genius marketing for very little money spent.

It’s not often in the performance marketing space that you’ll find someone that will tell the truth to both networks and affiliates. Usually someone’s agenda prohibits them from telling someone what’s broken and how to fix it. I’ve met Ian Fernando a few times and every time he speaks his mind, regardless of how popular his opinion may (or may not) be. I got a chance to speak with him about his latest projects, the overhaul in the industry and how far he think lawmakers will go with some of this reform.

I’m also fired up about SXSW Interactive this week. In a few short weeks, I’ll be surrounded by some of the most innovative thinkers in the world of technology and business. If you missed my blog post titled “YOU Should Be Attending SXSW,” please give it a read.

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SXSW Interactive is just around the corner, and while I’m planning to attend for the third straight year, I get a lot of blank stares from people when I ask them if they are going. If they’re really out of the loop, they say “what business reason would I have for going to a music conference?” I then go through the process of explaining that, while music is still what SXSW is most known for, it’s only 1/3 of the puzzle. After we get to that point in the conversation and I explain the Interactive portion, I usually hear “well, ok, what does SXSW Interactive have to do with performance marketing?” On the surface – nothing. But, peel back the layers a bit and you’ll find a wealth of knowledge to give your business an advantage.

Let’s start off by talking about what SXSW Interactive is – from their site:

“SXSW Interactive features five days of compelling presentations from the brightest minds in emerging technology, scores of exciting networking events hosted by industry leaders and an unbeatable line up of special programs showcasing the best new websites, video games and startup ideas the community has to offer.”

In plain terms, SXSW is about inspiration, innovation and outside-the-box thinking.

The performance marketing industry is at a crossroads. Government regulation has forced many companies to close their doors and others to change the way they do business – almost overnight. The industry is searching for a beacon of light – but look around – most people are doing the same things – running the same offers and competing for the same business. I think that SXSW is exactly what people in our industry need: Inspiration, innovation and outside-the-box thinking.

Performance marketing, or any type of marketing, is not just about customers, products and sales. I mean, sure, on the P & L statement it is, but the reality is that successful marketing TODAY is about trust, brand loyalty, word of mouth and an ongoing dialogue between consumer and merchant. That’s what’s gotten us into this mess to begin with – unscrupulous business practices that eroded the trust of the average consumer in performance based marketing programs. Are you with me so far?

If you’re still on board and still reading, then let’s talk about HOW we get back that trust. The companies that are doing well today in the online space have likely embraced a more active approach to communication and dialogue with their customers. In today’s business world, that involves the use of technology including social networks, blogs, forums and video. You also need a way to measure and tweak your involvement in each channel. THAT is where SXSW can really help. So much of the content offered can help us think of new and unique ways to become better marketers. For example, maybe you’re looking for a better way to engage an audience using social media. Or, maybe you just want to hear first-hand what Twitter has in their 2010 plans for business users. Or, how about learning the latest web design techniques to help you make the most of the semantic web?

During my last two visits to SXSW, I’ve seen some really innovative stuff. My first year I saw attendees using Twitter and talking about using it for customer engagement in a way I had never seen before. The idea that a company could (and would) choose to service their customers in such a public way was really a stretch at the time. Now it’s becoming the norm.

Last year, I saw Tony Hsieh, CEO of Zappos, give a talk about his company’s secret to success: Deliver happiness. Seriously – that’s what he said. I started listening to Tony’s talk with skeptism, but in the end, he had me. And, obviously they are doing something right – Zappos had revenue of over a $1 billion last year and were acquired by Amazon for over $900 million. I left Tony’s talk totally up-ended. Could the key to a company’s success so heavily be tied to a corny customer service mantra? I’ve had these types of “a-ha!” moments over and over at SXSW.

Have I sold you yet? OK, how about this – consider the fact that Shawn Collins – Co-Founder of Affiliate Summit attended last year. Most would agree that there are few people that understand the affiliate marketing world as well as Shawn. If it’s important for someone with so much stake in staying ahead of the curve in the performance marketing world, shouldn’t it be on your radar?

Last point – and this a big one. Beyond the draw of innovation and inspiration, SXSW is an untapped market for affiliate marketers. We all go to the same shows: ad:tech, Affiliate Summit, Affilicon etc. Those are obviously aimed squarely at our industry, so it’s no surprise that the expo floor is filled with networks, advertisers and publishers. You’re competing in a sea of blue sameness with people that offer the same exact thing that you do. That’s not the case at SXSW. Most of the companies there are trying to get their product or service off the ground. They’ve created a killer app, product or service – yet they have no clue how to market it. Why aren’t networks there trying to sign them as advertising partners? You’d be the big red whale in that sea of blue. In a way it’s sort of ironic that the very companies there that can inspire us and help us find creative solutions to our dilemmas are also many of the same companies that need our help in reaching a larger customer base.

We’re all watching our travel dollars a little more closely these days. Conference events are expensive and you have to be able define goals and spend your event dollars in a way that meets or exceeds those goals. Sure, attending SXSW probably requires you to think a bit outside the box we’re used to trapping ourselves in, but the results could be exactly what you need to take your business to the next level.

I’ll see you in Austin.

The Video Boss Offers FREE Step By Step How-To Videos

I first read about The Video Boss on Shoemoney’s site last week. I was a bit hesitant when it asked me for my email address in order to watch the “free” video, but I trust Shoemoney, so I did it. Over the next hour I watched the first three videos in a four-part series that Andy Jenkins had created about video production. It was time well spent.

Andy’s video take a real world approach to producing compelling and engaging video that can help you sell your products or services. We already know that video is one of the most engaging forms of media online, yet many steer away from it because of perceived costs, technical fear and lack of time. The Video Boss addresses those issues and shows you how to make compelling sales videos with little more than Powerpoint or Keynote and a cheap $40 headset.

As an experienced video producer, I was pretty skeptical, but I’m sold. I even learned a few things. Let me be clear here – in video number four, Andy will try and sell you his more in-depth video course. And, to be totally honest, it looks like it would be money well-spent. But, even if you have no interest in taking Andy’s course, the first three videos are definitely worth your time.

MediaTrust has no business dealings with The Video Boss and is not profiting in any way from sending you to his videos. I felt it was in our best interest to shine a light on a product that could help our publishers add another piece to their promotional toolkit.

It’s not often that I find a company that utilizes social tools in a productive or beneficial way, so when I do, I like to shine a big spotlight on them and see what we can collectively learn. How can we model another company’s successful efforts onto our own efforts?

Let’s back up a bit and start from the beginning…

A few weeks back I sent out the following Tweet:

A few minutes later there was a tweet back from CPK’s official account:

I was surprised. It was one of the few times I had ever sent a Tweet about a company that wasn’t a complaint or a question, where they actually took the time to reply. Not only did they reply, they offered to buy my daughter’s dinner. I was immediately impressed with the approach that CPK was taking.

Fast-forward a couple of weeks and I get a direct message from @calpizzakitchen asking me if I’d like to be a part of a promotion surrounding the launch of their new Small Cravings menu. The idea was that my family would stop in to CPK whenever it was convenient, and we’d be treated to dinner and given a Flip HD camera to “document” our experience with the new menu. When we were finished, they would offload the video from the Flip camera and it would be ours to keep. From what I was told, they chose 20 families from around the country to be a part of this crowdsourced video concept. The end result of all this is supposed to be a 60 web commercial.

I, of course, wanted to do this – not so much because of the free camera or the free dinner, or even for the chance to be in a CPK commercial. As a marketing guy, I couldn’t resist the chance to look under the hood and really try and get a sense for how they decided on this promotion and why they implemented it the way they did. For anyone that knows me, you alreay know that I have a theory about it.

First off, kudos to CPK for recognizing the importance of a social media strategy. Two years ago, it was a “nice to have” tool in your digital marketing arsenal. Now, it’s a must. Even so, I’m amazed at how many companies choose to bury their head in the sand in regards to the social web. Is it fear of the technology? Lack of undertanding of where your customers spend their time online? I don’t quite have my finger on that yet – it may be simply that there is no universal answer to the question.

Second, CPK is actually using Twitter the right way. Too often companies setup a Twitter account and they either, incessantly Tweet out press releases or sales pitches, or the account just sits there and dies. I haven’t seen that from CPK at all. Instead, they’re using TweetDeck to monitor any conversations being had about them and they’re engaging and interacting with those people in a meaningful way.

The final piece of this puzzle is the promotion of their Small Cravings menu. My guess is that they sorted through people on Twitter that have actively engaged CPK in some way in the past few weeks. They were probably looking for signs of an affinity for their restaurant. The next step would be to take a look at those individuals Twitter accounts. How many followers do they have? Do they have a history of Tweeting about brands they like? Does their profile list a website or a blog? What do they write about? A bit of research can help you determine if you’ve found the makings of a good cheerleader. At this point, the 60 second web commercial almost becomes secondary. Instead you’ve now engaged 20 people that are passionate, excited and hold some influence in the social media space. Not to mention, you can bet that when that web spot is finished, they’re going to be spreading that all over the place to show off their kid’s smiling face.

Remember, this is only a hypothesis of their methods. I have no idea if they actually went through that thought process.

This brings me to my final point in this post: I’d rather have 20 cheerleaders than 20,000 passive followers. Cheerleaders will passionately tell 100 people about your product, service, or message. They will scream it from mountaintops, but they will do it in a genuine way. That is what sells product. It’s all about the trusted recommendation. My guess is that a lot of you are finding this in the performance marketing space – it’s not solely about the volume of traffic and clicks, it’s about the consumer getting a trusted recommendation and believing in the quality of a product or service. How can you apply parts of the CPK model to your business? How can we turn a customer with trust and brand loyalty into a cheerleader?