Conversations Around Town: Ben Grossman

When I posted to Twitter asking for ideas for how to use AskSunday (look for a post soon of my experiences thus far), Ben Grossman came up with the idea that I should use them to setup a meeting with him.  Immediately, I knew this was going to be a good time.

We ended up meeting today at Andala Coffee House…one of my “offices” around town.

After about 15 minutes of talking and already hitting some great insights about social media, I had to ask him, “How old are you?”

Dude’s only 19 years old and has already done some really impressive work.  Where I tend more toward systematic forms of marketing, he’s more on the creative side of social media…you know…like, talking to people and things.

He told me about a project he did for AOL Instant Messenger that was a completely brilliant breakthrough in getting users to open up about their experiences with an IM utility generally perceived as antiquated.

Here are Ben’s words about what he’s worked on already, and what he’s working on right now:

When AOL challenged McMahon & Tate, a student-run marketing agency from Emerson College, to increase AIM Social Media’s brand favorability, brand awareness, and product usage it was no simple task.  After extensive traditional research, the agency pursued intensive AIM-customized non-traditional research, including creating the creation of www.TalkToRunningMan.com.  They reinvigorated an otherwise dead brand by tapping into heartfelt and reptilian feelings and emotions deep inside AOL’s 18-24 year old target.  With www.TalkToRunningMan.com as the impetus for an integrated campaign, McMahon & Tate proceeded to formulate completely new AIM product development, branding, promotional, interactive tactics.  The campaign won the Regional AAF National Student Advertising Competition and ranked 5th at the Nationals.

I operate under the name of my consultancy: The Plenary Group (www.ThePlenaryGroup.com).  Currently I am specializing in a trifecta of services: Non-traditional Research, Social Media, and Brand Strategy.  I consult with a number of clients in a diverse set of industries (from hot online start-ups to a dog agility equipment retailer) and the services rendered are defined by each client’s specific needs.  One of my favorite parts of consulting is the opportunity to meet and work with a variety of different people and businesses in order to discuss how we can improve their entity together.

He and Marta Kagan (@mzkagan) are presenting at PodCamp Boston 3 this weekend on Sunday from 1:30-2:15.  The presentation is called “Making the Case: What the F**K is Social Media?”  Here is the description of that:

So you’re digging this social media thing. You’ve got thousands of followers, a huge network, and lots of… well… “friends.” The problem is that your clients and colleagues don’t “get it” (or don’t want to), and you’re left trying to explain “What the F**K is Social Media?” In this totally-not-f**king-boring session, you’ll hear compelling statistics, intriguing case studies, and simple ideas that will make answering the question a hell of a lot easier—and more fun. Join Marta Kagan (@mzkagan) and Ben Grossman (@BenGrossman) as we welcome everyone—from social media newbies to full-on Tweetalohics—and arm you with everything you need to make the case for social media.