How Online Brand Builds Offline Customer Relationships - Slava Rubin

In Chapter 11 of 12 in his 2011 Capture Your Flag interview with host Erik Michielsen, IndieGoGo co-founder and entrepreneur Slava Rubin answers "What Have You Learned About How an Online Brand Can Build Offline Customer Relationships?" He begins by creating a message that customers believe from the product experience. With his company IndieGoGo, it is "Anyone in the world can create a campaign to raise more money from more people faster." This online message transcends into the physical experience customers have creating and conducting campaigns. Rubin is co-founder and CEO of IndieGoGo.com, a crowdfunding startup whose platform helps individuals and groups finance their passions. Before IndieGoGo, Rubin worked in management consulting for Diamond Consulting, now a PWC company. Rubin founded and manages non-profit Music Against Myeloma to raise funds and awareness to fight cancer. He earned a BBA from the Wharton School at the University of Pennsylvania.

Transcript: 

Erik Michielsen:  What have you learned about how an online brand can build offline customer relationships?

Slava Rubin:  Managing a brand, period, is just really important and challenging. Trying to transcend from offline to online or online to offline is very challenging, but I would say that the more that you can create a message that resonates with your customers, not something that you’re trying to make them believe but they believe in the experience of using your product, and you can concisely use that message across the board, it’s just really important, because it becomes then, instead of just using a tool, it becomes an experience that everybody is part of.  At IndieGoGo, we say that anybody in the world can create a campaign to raise more money for more people faster.  So that’s our brand.  I can repeat it.  

But really it’s just a matter of more money for more people, and that’s why they come to IndieGoGo.  That’s why from any country in the world, they come, they create campaigns, and that’s what they’re looking to feel and experience, and we try to have that permeate whether it be online or offline. 

How Passion Projects Come Alive at South by Southwest - Slava Rubin

In Chapter 12 of 12 in his 2011 Capture Your Flag interview with host Erik Michielsen, IndieGoGo co-founder and entrepreneur Slava Rubin answers "How Does the South By Southwest Conference Exemplify Power of Passion Project Crowdfunding?" Rubin gets energy from South by Southwest (SXSW) and the passion and energy at the interaction of film, interactive, and music. Rubin's company IndieGoGo provides crowdfunding project financing to SXSW attendees, including one filmmaker whose "My Sucky Teen Romance" raised its funds on IndieGoGo and was selected for the film festival. Rubin is co-founder and CEO of IndieGoGo.com, a crowdfunding startup whose platform helps individuals and groups finance their passions. Before IndieGoGo, Rubin worked in management consulting for Diamond Consulting, now a PWC company. Rubin founded and manages non-profit Music Against Myeloma to raise funds and awareness to fight cancer. He earned a BBA from the Wharton School at the University of Pennsylvania.

Transcript: 

Erik Michielsen:  How does the South by Southwest Conference exemplify the power of passion project crowd funding?

Slava Rubin:  Oh yeah, I mean South-by is such an incredible conference.  It brings together the best in film, the best in interactive, and the best in music, all these incredible ideas of people that are passionate from around the world, all coming together into one place which is in Austin, Texas, during March, which is incredible.  And IndieGoGo is very similar.  It doesn’t happen in Austin, it happens online, and it doesn’t only happen within the three disciplines of interactive, music, and film, it actually happens within anything possible, anything creative, anything entrepreneurial, or anything cause, but at its core it’s the same where people have passion that they’re following, that they wanna make some magic happen.  South-by gives them the tool to expose it to the world here for ten days, and IndieGoGo gives them the opportunity to raise more money for more people faster, get the exposure, and just raise all that cash to make their dreams happen.  So it’s really incredible.  

South-by is really one of the greatest conferences out there.  And the fact, like I said, that we have all these filmmakers using it, and musicians using it, the interactive folks using it, and even the actual fans of South-by coming on road trips and funding their road trips through IndieGoGo is really remarkable.  I mean I’ve had an incredible experience here, and it’s really absolutely amazing to have successful customers from IndieGoGo here at South-by.

Erik Michielsen:  Can you give a couple of examples of some of the amazing things that are happening here using IndieGoGo?

Slava Rubin:  Yeah, I mean the perfect example would be this 18-year-old girl who created a movie called ‘My Sucky Teen Romance’, and she created multiple campaigns on IndieGoGo. First, it was just a campaign around an idea.  She then raised thousands of dollars.  She starts making the movie.  She needs more production money.  She raises thousands more dollars or almost – she raises her entire budget for that movie through IndieGoGo and gets in to South-by, absolutely incredible.

How to Manage Publicity for Time Sensitive Political News - Matt Curtis

In Chapter 5 of 18 in his 2011 Capture Your Flag interview with host Erik Michielsen, public affairs and communications strategist Matt Curtis answers "What Has Your Publicity Experience Taught You About Making Swift But Effective Decisions?" Curtis notes the importance of preparation when working publicity in the public sector. Often, something happens quickly and, with timing of the essence, Curtis tries to match the right story with the right news and media outlet, including mainstream news and alternative media such as blogs. Curtis is the communications director for Austin mayor Lee Leffingwell. Curtis' charity work includes affiliations with Capital Area Food Bank, Big Brothers, Big Sisters, Students of the World, the Rainforest Project and the Art Alliance. In 2011, Curtis won "Austinite of the Year" in the Austin Under 40 Awards. He earned his bachelor's degree in radio, television and film from the University of North Texas.

The Power of Positive Political Communication - Matt Curtis

In Chapter 13 of 18 in his 2011 Capture Your Flag interview with host Erik Michielsen, public affairs and communications strategist Matt Curtis answers "Why Do You Feel Positivity is an Effective Means to Making a More Effective Contribution?" Working in government, Curtis sees both positive and negative constituents and finds positivity a great enabler of increasing government engagement and action. Curtis is the communications director for Austin mayor Lee Leffingwell. Curtis' charity work includes affiliations with Capital Area Food Bank, Big Brothers, Big Sisters, Students of the World, the Rainforest Project and the Art Alliance. In 2011, Curtis won "Austinite of the Year" in the Austin Under 40 Awards. He earned his bachelor's degree in radio, television and film from the University of North Texas.

Jane Jacobs and What Makes Cities Great - Bijoy Goswami

In Chapter 13 of 15 in his 2011 Capture Your Flag interview with host Erik Michielsen, leadership philosopher Bijoy Goswami shares what the late author Jane Jacobs has taught him about what makes cities great. Goswami notes another influential relationship with Richard Florida and his work on cities on their lives. Jacobs talks about a city as the place where innovation happens, where new ideas are created, where new concepts are brewed. Goswami applies this in his community development work in Austin. Goswami lives in Austin, TX, where he develops models, including MRE, youPlusU, and Bootstrap, to help others live more meaningfully. He teaches his models through community activism, lectures, writing, and online communication. Previously, he co-founded Aviri Software after working at Trilogy Software. Goswami graduated from Stanford University, where he studied Computer Science, Economics, and History.

How R/GA Agency Culture Fosters Creativity and Innovation - Chris Hinkle

In Chapter 7 of 12 in his 2011 Capture Your Flag interview with host Erik Michielsen, product designer and software engineer Chris Hinkle shares how he learned creative thinking in digital media working at R/GA advertising agency in New York City. The company sets aside research and development to look for new problems to solve. It results in a culture of product research aimed at learning new technology and making new products before there is demand for them. Hinkle currently designs products and develops software for The Barbarian Group digital marketing services company. Previously, he worked at HUGE and R/GA digital advertising agencies. He has also founded a product incubation laboratory, The Hinkle Way.

Why Creatives Should "Always Be Making" - Chris Hinkle

In Chapter 9 of 12 in his 2011 Capture Your Flag interview with host Erik Michielsen, product designer and software engineer Chris Hinkle shares why he takes an "Always Be Making" approach to product design. He notes the important early phases of ideation and design requirements, but cautions others not to get caught in these early phases and overlooking the importance of actually building or creating something. Hinkle currently designs products and develops software for The Barbarian Group digital marketing services company. Previously, he worked at HUGE and R/GA digital advertising agencies. He has also founded a product incubation laboratory, The Hinkle Way.

How Ad Agency Jobs Inform Product Design Ambition - Chris Hinkle

In Chapter 12 of 12 in his 2011 Capture Your Flag interview with host Erik Michielsen, product designer and software engineer Chris Hinkle reconciles the pros and cons developing software and designing projects in advertising agency environments. This leads Hinkle to create an entrepreneurial venture - The Hinkle Way - to incubate new products outside his agency work. Hinkle currently designs products and develops software for The Barbarian Group digital marketing services company. Previously, he worked at HUGE and R/GA digital advertising agencies. He has also founded a product incubation laboratory, The Hinkle Way.

Randall Metting on Marketing Luxury Brands to a Jetsetting Audience

In Chapter 8 of 11 in his 2011 Capture Your Flag interview with host Erik Michielsen, brand marketer and Austin on-air radio personality Randall Metting shares what he learned about jetsetter culture working in luxury brand advertising.  Working at Dupont Publishing, Metting adapts traditional advertising approaches to connect with a wealthy clientele living a jetsetter lifestyle.  Metting is a brand developer focused on the intersection of luxury goods, professional sports, and charitable cause sponsorship and promotion.  He is also an on-air radio personality for 93.3 KGSR Radio Austin.  He earned a B.S. in Advertising from the University of Florida. 

How to Prepare Clients for Digital and Social Media Projects - Mike Germano

In Chapter 16 of 16 in his 2011 Capture Your Flag interview with host Erik Michielsen, social media expert and Carrot Creative president Mike Germano shares why setting client expectations is fundamental working with brands and larger advertising agencies. Germano's business is often the digital agency on a project, working through an "agency of record" who owns the brand marketer relationship. Germano shares what he has learned creating digital media and social media campaigns and how he has managed client expectations doing so. Germano is co-founder and president of DUMBO, Brooklyn based new media agency Carrot Creative. Before Carrot Creative, Germano ran for and was elected to public office in Connecticut. He is a graduate of Quinnipiac University.

Why Teachers are Classroom Superheroes - Mike Germano

In Chapter 15 of 16 in his 2011 Capture Your Flag interview with host Erik Michielsen, social media expert and Carrot Creative president Mike Germano reflects on a "Classroom Superhero" project his company developed for the National Education Association teachers union. The project resonates deeply with Germano's passion and respect for teachers and gives him a platform to contribute to education through new media. Germano is co-founder and president of DUMBO, Brooklyn based new media agency Carrot Creative. Before Carrot Creative, Germano ran for and was elected to public office in Connecticut. He is a graduate of Quinnipiac University.

How to Help Brands Innovate With Social Media - Mike Germano

In Chapter 14 of 16 in his 2011 Capture Your Flag interview with host Erik Michielsen, social media expert and Carrot Creative president Mike Germano shares one of his greatest challenges - finding ways to encourage clients to think more creatively. He relies on communication and participation to drive understanding and acceptance. Germano is co-founder and president of DUMBO, Brooklyn based new media agency Carrot Creative. Before Carrot Creative, Germano ran for and was elected to public office in Connecticut. He is a graduate of Quinnipiac University.

How Consumers Control the Brand Marketing Experience - Mike Germano

In Chapter 13 of 16 in his 2011 Capture Your Flag interview with host Erik Michielsen, social media expert and Carrot Creative president Mike Germano shares why participation plays such a key role creating a brand experience. He notes brands are no longer tailored by the advertiser alone. Rather, customers and consumers are now taking ownership of how a brand is communicated online and offline. Participation allows advertisers and marketers a means to engage and support customers, in effect collaborating with them to define a brand and establish the aspirational attractiveness that come with it. Germano is co-founder and president of DUMBO, Brooklyn based new media agency Carrot Creative. Before Carrot Creative, Germano ran for and was elected to public office in Connecticut. He is a graduate of Quinnipiac University.

How to Manage Digital Marketing Campaign Expectations - Mike Germano

In Chapter 12 of 16 in his 2011 Capture Your Flag interview with host Erik Michielsen, social media expert and Carrot Creative president Mike Germano shares what he is learning about executing on creative marketing campaigns. Building team and client trust is important to set expectations with both. As trust in the relationship and process - rather than the outcome - builds, Germano sees his company shift from a launch early, launch often approach and to a more account management centric philosophy. Germano is co-founder and president of DUMBO, Brooklyn based new media agency Carrot Creative. Before Carrot Creative, Germano ran for and was elected to public office in Connecticut. He is a graduate of Quinnipiac University.

Why the Biggest Brands Are Not Always the Best Clients - Mike Germano

In Chapter 11 of 16 in his 2011 Capture Your Flag interview with host Erik Michielsen, social media expert and Carrot Creative president Mike Germano shares what he has learned planning sales strategy at his company. Big brands often get the most attention and top employee wish lists, yet Germano finds smaller or less popular brands to be the best clients. Germano is co-founder and president of DUMBO, Brooklyn based new media agency Carrot Creative. Before Carrot Creative, Germano ran for and was elected to public office in Connecticut. He is a graduate of Quinnipiac University.

How Learning From Failure Helps Small Business President Lead - Mike Germano

In Chapter 10 of 16 in his 2011 Capture Your Flag interview with host Erik Michielsen, social media expert and Carrot Creative president Mike Germano shares how learning from failure has made him better.  Failure acts as a motivator and helps Germano learn and better prepare himself and, more importantly, his teams for future projects.  It educates him on how to better plan client strategy and staff client teams.  Germano is co-founder and president of DUMBO, Brooklyn based new media agency Carrot Creative.  Before Carrot Creative, Germano ran for and was elected to public office in Connecticut.  He is a graduate of Quinnipiac University. 

How Lawyers Help a Small Business Grow - Mike Germano

In Chapter 5 of 16 in his 2011 Capture Your Flag interview with host Erik Michielsen, social media expert and Carrot Creative president Mike Germano shares how his team has learned to appreciate and work with lawyers.  He notes how building a business progressively raises legal issues that determine the success or failure of the company.  As a result, Germano and his team learn the value of investing in legal services.  Germano is co-founder and president of DUMBO, Brooklyn based new media agency Carrot Creative.  Before Carrot Creative, Germano ran for and was elected to public office in Connecticut.  He is a graduate of Quinnipiac University. 

How to Find Mentors In New Media - Mike Germano

In Chapter 4 of 16 in his 2011 Capture Your Flag interview with host Erik Michielsen, social media expert and Carrot Creative president Mike Germano shares how the company is developing industry mentoring relationships.  Germano and his team initially identify with a Brooklyn-based new media agency entrepreneur, Mike Lebowitz, after reading a Harvard Case Study on Lebowitz's company Big Spaceship.  Over time Germano and team build rapport with Lebowitz and learn from someone a few years more experienced in the industry.  This relationship, in turn, pushes Germano and his team to identify and mentor younger new media companies in the same way they receive mentoring and advice from Lebowitz and the Big Spaceship team.  Germano is co-founder and president of DUMBO, Brooklyn based new media agency Carrot Creative.  Before Carrot Creative, Germano ran for and was elected to public office in Connecticut.  He is a graduate of Quinnipiac University.