I had the pleasure to interview Paula Drum, the VP of Marketing for the Digital Division of H&R Block. It was a lot of fun to speak with a forward thinking marketer like Paula on a variety of social media marketing programs.

Topics that we covered include:

• How did social media change marketing at H&R Block?
• What are the scaling issues for marketing 2.0 programs?
• How do you overcome internal resistance, and especially legal objections?
• How do you measure progress and success?
• How do you decide to extend a brick & mortar brand into the digital world vs. creating a new brand?
• How does marketing 2.0 affect the organizational structure of marketing?
• Should you integrate traditional marketing programs with social media programs?

We will write additional blog posts with content from the interview, but for now I wanted to make sure the interview was up there as quickly as possible.

Comments, suggestions, or ideas? Send them my way at francois [at] beelinelabs.com

 

 CMO 2.0 conversation with Paula Drum, VP Marketing H&R Block [58:14m]: Play Now | Play in Popup | Download (116)

Starting tomorrow we will be hosting a series of CMO 2.0 Conversations. They will be “open mic” conversations with leading marketing thinkers on the issues they are facing in their marketing role and how social media transformed marketing.

The first one is tomorrow at 1pm ET, where I will be interviewing Paula Drum, the VP of Marketing for H&R Block. You can register here and if you can attend you will be able to raise your hand during the call and ask your question directly. If you cannot attend, post your questions in the comments and I will make sure we ask her tomorrow.

Following Paula we will be interviewing the VP of marketing at Fiskars, and the CMO’s at Best Buy and HP.

If you have any other suggestions, please let us know.