Joining Collective Bias as Chief Social Marketing Officer…
By Ted Rubin, Collective Bias Board of Advisors
I’ve 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. 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! There’s no place I’d 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 as their Chief Social Marketing Officer. This is very exciting and something John Andrews, Founder and CEO of Collective Bias, and I have talked about for a long time.
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. That really hit home for me when I was CMO of e.l.f. Cosmetics (Eyes Lips Face) from 2008-2010. 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, the program at e.l.f. brand evolved and succeeded with a unique approach toward not just beauty, but also accessibility, interactivity and consumer engagement. 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.
This whole experience formed my ROR (Return on Relationships) philosophy – that… It’s All About Relationships, and the key to continued success for any brand/retailer/etailer is building relationships and identifying with the customer. We MUST listen to our consumers and be willing to adjust our message, approach, and product to keep it relevant. Really, without relevance, no amount of information or attempts at connecting with our consumers will do any good! 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!
After my time at e.l.f., I continued to nurture and build my blogger/influencer network through OpenSky, first on their Board of Advisors, then as their Chief Social Marketing Officer. With the recent shift in the OpenSky business model, 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 – and vice versa. 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. I am excited to join John Andrews, Founder and CEO of Collective Bias, after working closely with him for two years since meeting through the blogging community and joining the Collective Bias Board of Advisors a few months ago.
“Ted wrote the handbook for the socially built brand (with e.l.f) and is the prototype for the social CMO. He is the perfect complement for bridging Collective Bias’ Social Fabric community with our retail and brand relationships,” commented John.
Collective Bias 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, while utilizing the unique power of Social Fabric in new and innovative ways. Stay tuned for more!
Ted Rubin, Collective Bias Board of Advisors and Chief Social Marketing Officer, has a deep online background beginning in 1997 with Seth Godin, as CMO of e.l.f. Cosmetics, & recently as Chief Social Marketing Officer, OpenSky. He is a leading social marketing strategist and coined the term ROR: Return on Relationship… a concept he believes is the cornerstone for building an engaged multi-million member database, many of whom are vocal advocates for the brand. With e.l.f. Cosmetics from 2008-2010 and OpenSky from 2010-2011, Ted has become known for his active use of Twitter where he has in excess of 50,000 followers and grew 60,000+ followers for e.l.f. Twitter handles and over 100,000 for OpenSky, both with deep engagement and interaction. Ted is the most followed CMO on Twitter and has one of the deepest networks of any marketer in the social arena. To learn more about Ted, visit http://www.tedrubin.com/about-2/.
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Congratulations, Ted!
Wishing you and Collective Bias great success.
Kindly,
Sara
A win-win-win proposition. Win for Collective Bias. Win for Ted. Win for anyone and everyone involved with either or, or both. Wonderful!
Congratulations, Ted! I know you will do a great job in this position and I’m excited to see what’s next for Collective Bias!
Congratulations to you.
These day it is all about brand / blogger relations and partnerships. I wish you all good things on your new adventure!
ABC Dragoo
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Mazel tov Ted…you are the definition of social media!
Sharon Rudoltz-Ames
Great news, Ted! Looking forward to working with you soon.
Thanks so much. I am excited to be working with such a progressive, insightful company and all the awesome people and bloggers associated with Collective Bias. Like I always say… bloggers are the power of social marketing.
Congrats Ted!! I just saw John today on the airplane. He said things are great. Wish you the best in your new position!
Whoo hoo! Congrats Ted! It will be fun working with you!!!!
Mazel tov! That’s absolutely wonderful news. You and John are some of the smartest people in the business today, and I can’t wait to see the amazing things you come up with. I’m sure we’ll be learning from your case studies for a long time to come.
Wishing you all the very best,
Michael
Ted—congrats.
I have no doubt that the reason your past endeavors have been a success is because the underlying theme of everything you write is INTEGRITY. I can assure you that if you remain true to yourself and your other-centered paradigm you will continue your prosperous path. Kay Crapanzano
What exciting news! Congratulations! Collective Bias is very lucky to have you!
Ted – congratulations…this is very exciting!
Congratulations, Ted! Looking forward to working with you through Social Fabric… and cannot, cannot, cannot wait to hear what this new division of CB is!!!
Ted,
With your ethics and integrity, this is a win-win.
Congratulations,
Lynne
Congrats Ted!
Wish you everything the best in your marketing campaigns. Great to hear you are CMO.
Alex