SchneiderMike is one smart guy. I researched his work before I asked him to be a part of my Social Fresh Tampa interview series and I was impressed. He is a guy who gets it and shares what he knows. Can’t wait to hear him speak in a few weeks.
Mark Regan: Tell me a little about your background and how you came into your current role as Director Digital Incubator at allen & gerritsen.
SchneiderMike: I started as an application developer. I built giant operational, CRM and analytics database applications for big companies in the pharmaceuticals, shopping, healthcare technology, retail and consumer packaged goods spaces. During that time I got pretty intimate with Oracle, Cognos, Business Objects and also open source technologies. Somehow
I ended up building analytics and web technology groups for a big Boston ad shop. I stayed there for four years and then left to help build the digital group for allen & gerritsen .
Mark Regan: With a focus being put on location-based and local marketing recently, how do you think a stakeholder should choose where to focus?
SchneiderMike: They should consider their goals and resources first and foremost. Are they looking to acquire new customers or reward loyal customers? Are they looking for more engagement? Do they want to perform spectacle? Its hard to accomplish all three in one tactic. Focus on creatively engaging customers and then choose a platform that fits.
Mark Regan: Your recent blog post about Foursquare’s need for a hierarchy was dead on. How have you been able to manage multi-location businesses with such tools?
SchneiderMike: We don’t let a lack of tools stop us. We know the space is evolving and we are vocal about where we’d like to see it go. In other words, we use people hours now. The people at foursquare have made it easy for us by investing time on their end while tools are evolving.
Mark Regan: How do you think small businesses should take advantage of location-based social networks like Foursquare, Gowalla and Facebook Places? How can they gain a competitive edge with them?
SchneiderMike: First they should pay attention to all of the things that are happening to them on these networks. Becoming familiar with the content will give them an opportunity to learn who likes and does not like their product. First and foremost, listen to these people on foursquare, Yelp, Google and Facebook who are talking to them about their products and services.
Next, they should be going big with Groupon-like deals of 50% off or more to attract the attention of a very vocal early adopter set who will pass on the information. They can be creative about how many checkins it takes to unlock the deal and they can cut it off when they want to quit. That’s a good start.
Mark Regan: What is your favorite online marketing/social media toy of the day?
SchneiderMike: I really want a Go Pro Camera. Video is the thing I want to do most but seem to make the least time for lately. I’m also into using the iPad as an instrument.
Mark Regan: Any fun plans while you’re here in Tampa?
SchneiderMike: I’ll probably have a couple of beers with Manny and Johnny. Seriously though, I am planning to have dinner and drinks with the attendees of Social Fresh and get a sense for the Tampa social media scene. I’m open to ideas. I do really want to try some famous Cigar City beers.
Mark Regan: Thanks SchneiderMike! I’m excited to welcome you to Tampa on February 22nd as part of Social Fresh Tampa. How can people find out more about you and connect with you?
SchneiderMike: The best way for people to reach me is to tweet me on twitter @schneidermike or send an email to schneidermike at a dash g dot com.
If you want to learn more about what I am thinking about, you can read my blog, Digital Before Digital at schneidermike.com although I’ve slowed down a bit on blogging while I’m writing Location-based Marketing For Dummies with Aaron Strout.
Thanks for reaching out to me Mark, I’m excited to come to Tampa.