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unCon 2013 Session: Teach a Marketing Intern to be a Marketing Genius

Moderator: Josh Reynolds, Oracle
It takes an excellent moderator to
set a topic in motion. Josh Reynolds, North American Marketing, at Oracle
put our open discussion of working with marketing interns in motion by
asking all in attendance to introduce themsleves, and talk briefly about
experiences with the topic.
Josh then asked a set of three
What activities should an intern
focus on?
He expanded this by asking, if you
bring someone in, what is the level of skillset that you start with and then
move evolve and grow?
Roger Matos, vice president, Neurala shared: “The person should
be able to do something better than people on our staff. I need to see that the
person can be trusted. As it moves along, I’ll add more.”
He expanded on some social media
ownership questions and concerns by saying, “If social media is in their tasks,
then have them find interesting things in news to tweet about. Then, evaluate
what they write and provide feedback. Let them in on the overall strategy and
let’s see where it goes.”
It was pointed out that good interns
will find balance between showing their personal and professional online
Lauren Chadwick from CashStar shared that she was comfortable
letting interns work on some social, some events, and blogging on WordPress.
She appreciated that energy and understand of the platforms and tone of voice.
Your humble bylined blogger (Adam
) shared history of part of his history with PR agency interns, and how
he made sure they picked up the phone and pitched before they were done with
their time there.
Bruce Tannenbaum, MathWorks added that it is important to have them show that they can
“Tell a story” about your company. He did this through assigning a video for
them to make.
Joe, a current marketing intern who Josh introduced at the
start of our session, said that there are a lot of great candidates for your
internships and therefore, you need to make sure you give them responsibility
and eventually pitch what they did to the rest of the company.
Alison, previous Marketing Intern at MarketMeSuite and
now full-time Community Manager, said that cross training is important –
“wear different hats” is great way to circulate and learn.
Annika, a current Northeastern U. student said there was
incredible value in time spent as an intern with MassChallenge. She
feels that a great intern needs to be driven and really care about the company.
This is not a busy work role – trust is the key foundation.
Joe, a fellow MassChallenge intern in social marketing
media intern, said he chooses a position based on where I’ll be uncomfortable
and get new skills. For example, you can be assigned to  create content
for Twitter, but you should also have your own internal project that the
company will evaluate and run with if it makes sense.
Daniel Bingyou, echoed this saying, “I want to be challenged and given the
tools to make it happen.”
Josh Reynolds asked his last moderator question of, What
do you want to happen after your internship leaves? How do you make that
Lauren at CashStar: said we will grow with the person and make it
happen. Her intern is looking at competitive analysis now and was really
enjoying it.
Adam (this blogger) asked about length of internships – he
appreciated the long-term six months with a Northeastern student that can great
build a high-performing, trusting working relationship.
Barb  Finer, with the E3 program at Emerson College &
said, you can take on a client as a project with professor
being involved heavily.
This blogger may be doing this soon
in his role at TomTom, Inc. in Concord.
A great session and I know the
audience feels charged up about getting value from their current or future
marketing interns.

By Adam Zand, President of Social
Media Club Boston, and PR Manager at TomTom, Inc

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