4 Ways to Impress Your Boss It is never easy to impress your boss. You want to do something a little different, yet not too different, that you risk being passed over for the job. There is no perfect way to impress someone, but there are some hacks you can use if you know what the person likes. Jonathan Osler San Francisco says you should be careful to find their likes and dislikes. Most of the time, a boss will give you a list of things they want, ensuring you do it right. If not, take a look at their office and see what they like to look at every day. It could be anything from the artwork on the wall to magazines on the bench. Consider how you could use these objects in your work and improve them. It will make them notice how much thought you put into your interactions with them at work. If you think about their interests or passions outside of work, you will likely come up with ideas that they love because they relate them to something that means something to them personally. 4 Ways to Impress Your Boss 1. Be the first to arrive at the office Getting to work early is a great way to show your boss how dedicated you are to your job and that you like to get things done quickly. When you arrive earlier than most of your coworkers, it will be easier to get things done because there will be no traffic or people making noise in the office. You can use these extra hours of work time so that others won’t have to do other things that need doing without raising suspicions. Your boss will notice this when they come to work and think everyone is working hard on their tasks. 2. Always look neat and clean Be sure to get into the office in a great mood. This way, your boss will see that you are happy to be coming to work, and they will also be happy because they will see how good you look doing your job. If you are getting ready too late to leave the house, then take your half-day off to look better when it is time for work. 3. Be accommodating with all of their requests When you do something on their behalf, the dear boss will know that you genuinely respect them and want to make them happy. Your boss may have asked for a gathering at a specific time or said they need some items from home during the week. If you are always on time when you go to the office, then this is something your boss will see. If you are always too busy to do the work, then they will not see the dedication you need. 4. Try out new things at work Your boss may have asked you to develop new ideas to improve their work or what they should have in their office and use those items in their new space whenever possible. If you can make any suggestions that would be helpful, then it will be a great plus for your boss, who will notice how valuable a good employee you are. Jonathan Osler San Francisco shows how much a boss likes to be impressed by employees. If you can develop new ways to impress your boss and use it in their workplace, they will notice how dedicated you are to the job. They will know that you want to do well at your job and care about what they like and are interested in. It means that when things go wrong or better for them, it will make them happy and want to keep you around for a long time so that things go well for everyone’s success. The post 4 Ways to Impress Your Boss appeared first on Social Media Explorer. Original source: https://socialmediaexplorer.com/business-innovation-2/4-ways-to-impress-your-boss/ The post 4 Ways to Impress Your Boss appeared first on connect social networks. via Connect Social Networks http://connectsocialnetworks.com/4-ways-to-impress-your-boss/
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The Strategy Behind Building A Thriving Online Community For Your Brand written by John Jantsch read more at Duct Tape Marketing Marketing Podcast with Jenny Weigle In this episode of the Duct Tape Marketing Podcast, I interview Jenny Weigle. Jenny has been creating, executing, and reviewing strategies for online communities for more than 10 years. She’s worked with more than 100 brands on various aspects of their community strategy and implementations, including launch, migration, programming, and planning. Key Takeaway:Community is one of those big buzzwords right now. So what even is community? Does your business need to have one? And what even is the benefit of building a community in the first place? Jenny Weigle has worked with more than 100 brands on aspects of their community strategy and implementations. In this episode, she’s breaking down why it’s so important today to build an online community of raving fans and customers for your business and the best ways to go about it. Questions I ask Jenny Weigle:
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Like this show? Click on over and give us a review on iTunes, please! John Jantsch (00:01): This episode of the duct tape marketing podcast is brought to you by the MarTech podcast, hosted by Ben Shapiro and brought to you by the HubSpot podcast network with episodes you can listen to in under 30 minutes, the MarTech podcast shares stories from world class marketers who use technology to generate growth and achieve business and career success all on your lunch break. And if you dig around, you might just find a show by yours. Truly. Ben’s a great host. Actually, I would tell you, check out a recent show on blending humans, AI, and automation. Download the MarTech podcast wherever you get your podcast. John Jantsch (00:51): Hello, and welcome to another episode of the duct tape marketing podcast. This is John Jantsch. My guest today is Jenny Weigle. She’s been creating, executing and reviewing strategies for online communities. For more than 10 years, she’s worked with more than 100 brands on various aspects of their community strategy and implementations, including launch migration, programming and planning. So we’re gonna talk about community today. So Jenny welcome. Jenny Weigle (01:18): Thanks John. Great to be here. John Jantsch (01:20): Should we start off by defining community? It seems like that’s one of those words that for the last 10 years, you know, really gets batted around means a lot of different things. Like, for example, how is community different than my Facebook profile or page? Jenny Weigle (01:37): Yeah. So the types of communities I work on are peer to peer, usually customer communities. Yeah. So community is a buzzword right now for sure. It’s being utilized in a lot of different ways. So I’m really glad that you asked that to start this off, John and one of the differences between say, you know, the communities that I work with and the Facebook following that you might have. Right, right, right. Is that when you are putting things out on your Facebook page, it is a one to many conversation that’s happening, right. People have opted to like your page and follow you. They want to know when you’ve posted things. They want to hear what you have to say. They wanna know when you have updates when you’re announcing something. Right. Right. So one to many is a big and a critical factor around social media communities. Okay. Yeah. But the peer to peer communities that I work on are many to many meaning that at any time of the day, you know, someone can post a question, someone can post something and anyone else in the community can go and answer. And so it’s not reliant on a main account, like an Instagram even, or a Twitter for whoever runs the account. Yeah. To first say something to kick off a conversation, right. In these closed communities, one can be starting off a conversation at any time. John Jantsch (02:50): So is that really a point of view difference or a technology difference? I mean, is that, you know, like, do people join a community like that intent on engaging with many members or is it really just because the way the technology works, Jenny Weigle (03:03): Both actually. Yeah. There’s lots of reasons people join communities. Usually the ones that I work with people are joining because they have a shared interest with the purpose, the community or the members in it, or the brand that’s hosting it. They might need a quick response or quick answer to something. And the quickest way they’re gonna get that is actually joining the community versus calling a company’s social, uh, customer service line or submitting an email or so forth. Some people will do it for status because there are some communities where if you are active enough, you can start to get certain perks and so forth. Some people do it for a connection and belonging. They just wanna find other people who have shared interests as them. And, uh, but they’re usually the technology to host. These types of communities is very different than social media technology. John Jantsch (03:47): So I think a lot of, I think there were certain types of organizations. There are certain types of brands where it just made sense. I mean, Pringles needed a community, right. Or being at, and M’s needs a community really, you know, more and more people are getting into it. So, I mean, is it really still a B to C thing? Is it a B to B thing now? You know, I guess the general question is like, who needs to be thinking community? Jenny Weigle (04:11): Well, I think everyone should consider community. Yeah. But community is not necessarily for everyone. I think that’s what we’re you might be touching on there. John. And I agree with that statement, not every business or business owner should have community. Okay. John Jantsch (04:25): But you did agree that Pringles needs one, right? Jenny Weigle (04:27): I’m not, not so sure, but I heard that Wendy started one on discord. Yeah. No. B2B is actually one of the most popular areas of people starting community right now. In fact, that’s predominantly my clients right now. Okay. Are B2B communities B2C? Sometimes it’s a little more obvious what some of the community benefits are, but B2B is very active in thriving. There’s some companies doing great job, a great job out there of running their communities, really creating belonging, creating connection. Yeah. Creating unique incentives for the people who participate the most and recognizing those individuals. And there’s also this new wave of either solo entrepreneurs or small businesses that are starting communities. And there’s different kinds of technologies starting to appeal to them because obviously the small business owner is not gonna pay the same prices as an enterprise brand for some of these. Right. Right. And these are a lot of the software platforms that I work with that would be extremely pricey for many consultants, solopreneurs, small business owners. I can Dodge for that cause I am one. Yeah. So it’s really neat to see these newer platforms coming out that are at our, sorry, are at a lower price point and still serving up great features and functionality for a truly unique experience. John Jantsch (05:37): I mean, in some ways, when you talk about like a consultant doing, you know, community, it really is in a lot of ways. It’s just, I see people who are it as a way to get to know people as a way to start it, to introduce what it would be like to work with them. You know, perhaps as a way to, to really build something that maybe turns into high masterminds and things like that. I mean, is that so different from, you know, a big brand, how a big brand uses it with their customers, Jenny Weigle (06:05): Not so different in the overall purpose and goals there. Yeah. Yeah. I think a lot of what we’re trying to achieve are the same things. Unfortunately, these big brands have the, sometimes the means to hire large community teams so they can do a lot more with their communities and, you know, consultants, small business owners might just have themselves, maybe one or two other people who could help them on the community. And the thing is without someone dedicated toward nurturing the community and help make those connections and nurture the conversations, it will become as a dead zone. And it won’t be worth your time. And that’s, I guess one advantage that enterprise brands have over that is that they can hire somebody a hundred percent dedicated to that. Right. And we know like the work we do, we’re a hundred percent dedicated to every facet of our business. We can’t just focus in on one and stay on there. John Jantsch (06:50): Yeah. And so the thus the 2 million dead Facebook groups that are out there. Right. exactly. So you, you hit on a couple things I was gonna ask about, I wanna double back to maybe giving you a chance you met, you said there are new technologies. What are some of the platforms that, that you like for that smaller price point or that, that smaller business? Jenny Weigle (07:08): All right. Folks, get ready and write these down or replay because these are definitely some companies you will want to check out. First one disciple sometimes also called disciple media. I think they’re starting to go by disciple now, mighty networks, circle dot, so and tribe. And again, a lot of these are appealing to that individual business owner or small business team. And it is a really neat platform to all of them are new platforms. I’ve seen the UI. It’s beautiful. And it’s like I said, the price points are nowhere near what these enterprise brands are, are paying. And couple of these specialize in a cohort based experience. So if you’re offering any kind of teachings, masterminds classes that you also want a community to prepare and compliment that experience, or you want to welcome people into a community after they have completed it as kind of, you know, part of their graduation gift. Yeah. And yet you’re staying in touch with ’em. So some of these have the ability to do that. Also some of these platforms have the ability to offer paid communities. So if you were to start up a community and you wanna charge $5 a month, $50 a month, whatever’s gonna be right for your audience. They have the ability to do that as well. John Jantsch (08:15): Yeah. And you mentioned the cohorts and things. I really think people are a little bit tired of the watch video training, you know, and the idea of having training or learning along with engagement of like-minded individuals. I think people are hungry for that. We’re kind of tired of zoom TV and so, you know, a little more personal engagement, I think is really, as I said, people are hungry for the second thing you touched on is it’s a lot of work. I think people, you know, the idea they hear of communities like, yeah, that sounds great. But if you aren’t in their creating conversation, responding to everything rewarding, as you said, the people that are that seem to be talking a lot. So how do you know, what are some of your, what are some of the advice you give or standard advice for first off, how you get engagement, but then how you need to be thinking about, you know, the, whether it’s hiring somebody or dedicating, you know, some staff time to, Jenny Weigle (09:06): Well, if you’re going to try this world of community here, one of the things you can do right off the bat is try to see if you can get some volunteer moderators or volunteer hosts in there with you. So that you’re not the, always the one who has to kind of kick off the conversation and also see if some people there’s some people who want to also throw some virtual events for your community or help post in person events. So kind of getting this exclusive group together, maybe even giving them some extra perks for taking this on, right. That can take some of the work off of you. And then of course you’re managing a team and that still takes time. But I think it also says something really strong to the community when it’s not just you doing everything, but they see other community members are also helping to plan and organize events. John Jantsch (09:49): And now a word from our sponsor, you know, wouldn’t it be wild if the world was totally customized just for you, just when you need a boost, bam, an ice coffee appears when you need a break, poof, a bubble bath, and there’s a cheeseboard following you around at all times. That’s what it’s like. Having a HubSpot CRM platform for your business, a CRM platform connects all of the different areas of your business to help you provide the best possible experience for your customers. And no matter what stage your business is in HubSpot is ready to scale with it. With powerful marketing tools like content optimization, you’ll know where to invest across your marketing website and search. So you can help your business grow like never before learn how your business can grow bette r@ hubspot.com. John Jantsch (10:36): You’ve touched on a few of ’em, but maybe I’ll kind of tee it up and you can give your typical sales pitch for this. You know, what are the benefits of, you know, of a typical, you know, B2B company growing a community? Jenny Weigle (10:48): Oh my gosh, there are a ton of benefits. Probably the easiest to calculate, right, right away is support and customer service needs. Right? Sure. You have one of your agents in there as a moderator handling any of those kinds of questions and, or actually not even handling, but in there to address anything, anyone can’t answer, but in a really successful B2B community, it’s your other community members who are answering the questions and that saves money on from customer service perspective for those costs. But then from a marketing perspective, you’ve also got, you know, you wanna create a, an area of loyal fans and of raving loyal fans, right? And when they start to connect to each other and start realizing these are connections that only could have been made through that one community, that’s pretty powerful. You can also start getting testimonials out of it. Jenny Weigle (11:33): And depending on the kind of platforms you’re picking to have your community, these days, you can start to create some great SEO because the search engine’s favor, user generated timely and relevant content, which is all happening on communities. Let’s see. So that’s a benefits to customer, to customer service. That’s benefiting marketing from a customer success standpoint. You can keep track of how many of you know, your clients are active on the community and kind of, you know what they’re talking about, maybe they’re starting to ask questions about products they don’t own yet. So, you know, any good customer success professional would keep an eye on what their clients are talking about, especially if they might be able to spot upsell opportunities. Yeah. And if you’re on any kind of a product team at a B2B company, the community will not only help educate people on more features and functionality, cuz people are gonna be asking, how do I use this part? What’s a tip for using this area. So that’s gonna create awareness and adoption of further of your products. Yeah. But you can also set up kind of an idea area, you know, and let people pitch their ideas or you could propose a number of ideas, let people vote on them. So there’s just so many facets of a company, especially a B2B company that a community can benefit. John Jantsch (12:41): Well, and you didn’t mention this explicitly and I’m sure that you have to be cautious of this, but certainly there’s upsell opportunities as well. Right? I mean, somebody that’s in it, you know, now learns about this higher level thing they can do. Jenny Weigle (12:54): Exactly. And I’ve seen that happen with my clients before. Yeah. They have seen conversations happening amongst members. So these were not solicited by staff or anything. And people are talking about a newer product coming out and that opened a door for them to have some, you know, the relationship manager, contact them separately outside of the community and start to say, Hey, what kind of questions can I answer for you about this? John Jantsch (13:17): Yeah. So let’s do the flip side of that. What are risks? What are risks of doing this? Obviously you can have all kinds of community rules and have moderators and whatnot, but at some point you really, people are gonna say what they’re gonna say. Jenny Weigle (13:32): People are gonna say what they’re gonna say. And that’s why it’s very important to have community guidelines in place as well as moderation efforts happening. Yeah. Yeah. So the risks are that if you allow people to go off the community guidelines and start, and aren’t adhering to that, what you’re creating is an unsafe environment for the rest of everyone else. And you’re also diminishing the value of the community. It’s not the experience others signed up for. Right. If people can go on and break the guidelines and speak offensive, inappropriate things. Right. So yeah, that is a risk. And it’s also a risk. If you’re not tending enough to nurturing the community, that it could become a dead zone and it actually looks quite bad on you and your brand. Yeah. If people go to this and see that the last, you know, post was three months ago. Right. And no one’s really interacting. John Jantsch (14:14): Yeah. Well I think what I was getting at a little more, because obviously you have the guidelines, you know, somebody breaks guidelines, you just like, see ya, but what about somebody giving their honest opinion? That’s not so flattering of your product or service. Jenny Weigle (14:26): That’s always a tough decision for brands to have to come to. And I have clients that have done that a couple different ways. I have some clients that don’t allow any kind of competitor talk and I have some clients that are open to it and they do list some kind of limitations on what, when you’re, what you’re talking about. So some only allow people to pose questions, you know, some people will not allow an entire testimonial about another, another product. Yeah. Yeah. It’s it really just depends on what the community’s purpose is and, and yeah. And how the members will respond to what you’re putting out there as the guidelines. John Jantsch (15:00): Talk to me a little bit about curation. Should you be curating members, you know, for a community? So, so what I mean by that is that, you know, you talked about, I mean, people want to go to a place where they’re gonna be with peers or where they’re, if it is in a B2B community, they’re gonna wanna be able to get answers from people that are having the same problems they’re having. Maybe because they’re a big company as opposed to a little company. I mean, so, so should you be doing that or to so that you really can have everybody going, wow, everybody’s here, you know, is on the same page or does that run the risk of stifling? Jenny Weigle (15:32): It runs the risk of the community, not growing as quickly as some people might want it to. But I will say that when I’ve seen people do that, they do get, you know, I guess the right kind of member in there, you know, to engage now, I’ve been invited to be part of many online communities. Some of them I’ve had to fill out a quick form and you know, then it said, we’ll consider your membership. And I actually like that because I like it when a community team or individual takes the time to ask the right questions and ensure that I’m gonna be the right kind of person to come in here and try to connect with the others. And if I’m not, I could really throw off the whole vibe and the whole, just everything happening, all the good Juju happening in the community. Yeah, John Jantsch (16:12): Yeah, yeah. Absolutely. Talk a little bit about rewards. What have you seen people do to effectively other than acknowledgement or, you know, elevating somebody to being a moderator, you know, what have people have done to, to keep people active by rewarding them? Jenny Weigle (16:27): Well, COVID changed a lot of the coolest rewards I’ll say, because I’ll say some of the coolest rewards I’ve seen are people who are part of a super user or ambassador type program of a community, meaning that they have proven that they are the most active. I’ve seen them get invited to entire weekend conferences just for that group. So a small intimate experience, the brand is flying you out. They want you to come together. You know, they’ve got some gifts for you, some ways to wine and dine you. I mean, that is quite the, I’ve seen community members called up on stage at a customer conference, recognized in front of all the company and all of the attendees and their peers, fellow customers. I have seen some really unique pieces of swag given out only to people who hold a certain status in community. Yeah. Jenny Weigle (17:09): So there’s lot of, lots of different things. I’ve seen certain permissions given in a community that other people can’t do, maybe such as, uh, having a certain kind of avatar or the ability to record some video addresses to their audience and so forth. Mm-hmm yeah. There’s, I’ve seen it all across the board and it’s just so critical to have some kind of incentive, not everyone’s gonna be able to do that level, but even if your incentive is offering 30 minutes with your CEO or 30 minutes of with you, John in your own communities, I’m sure people would find that extremely appealing. John Jantsch (17:40): All right. So switch gear a little bit. What if I’m out there listening to this in there and I’m thinking to myself, I think I would wanna be one of those community manager people. What does that role look like? Or how does somebody train to be that? Or is it just, you gotta be like a certain personality Jenny Weigle (17:56): Oh, no, but there’s all kinds of personalities involved in this field. That’s, what’s so exciting about it, but there are some roles that I think would make an easier transition than others. So if you have worked on social media communities, there’s a lot of similarities. You would need to adapt to some new technologies, but you’d be a great candidate. If you’ve ever been a customer success manager, you’d be an ideal candidate because I know customer success professionals out there. When you’re in your position at your company, you have to have connections with all kinds of different departments, cuz your customers can be asking questions that really over here, over there everywhere. Right? So usually I think customer service professionals have their hands and connections in many parts of the company and you would make a good community professional. If so, because community managers also need to have touch points everywhere. And also if you’ve ever been a program manager of any kind, that’s also a makes for a great background and some foundational skills to contribute to a community manager. But I’ve also people seeing people come from teaching engineering roles. It’s really neat to see all the kinds of people coming into this field now. John Jantsch (18:58): Awesome. So maybe as we close out here, you could tell me a few of your favorite communities that you think are doing it right. That, that you know, are fun or however you wanna talk about ’em. Jenny Weigle (19:10): Yeah. So on the B2B side, I have to give it up for Intuit. They have a couple of different communities within their brands. They’ve got a turbo community, QuickBooks and accountants community, and they’ve also done a really great job of integrating the community into their products. So if you’re using a turbo product and you have a question, when you type in your question, one of your results might show up as a question and answer that came out of the community. So really nice tie in with their product there. And also they’ve just got very passionate group of members, a wonderful community team, running things. And on the B2C side, I’ve gotta give it up for my former client, Sephora athletic, gosh, they’re all doing some really fun, unique things on the B2C side. Awesome. So check out, just Google those names with community next to it and you’ll find out what they’re up to. John Jantsch (20:00): Yeah. And I’m, I actually am a member of the REI community and I can say, you know, one of the beauties of that one is it’s most, it’s where people who people can collect that have similar interests, you know, and I think that’s one of the themes on a lot of really strong communities is, you know, it’s, you know, you’re gonna go there and you’re, you’re gonna be talking to somebody who likes the outdoors, uh, Jenny Weigle (20:18): For example. Exactly. And I’m glad to hear you say that about the community. Cause I know that is what they’re hoping their members are getting out of it. Yeah. So that’s great to hear. John Jantsch (20:26): So Jenny tell people where they can find out more about your work and some of what you’re up to Jenny Weigle (20:30): My consulting practice is called jenny.community. So just type jenny.community into your web browser. And you’ll learn a little bit more about me as well as where you can find me on social. John Jantsch (20:39): Awesome. Well, thanks for taking some time to drop by the duct tape marketing podcast. And hopefully we’ll run into, I usually end the show by saying, run into you out there on the road someday, but maybe I should say run into you in one of these communities someday. Jenny Weigle (20:50): that’s a good one new ending. I like it. John Jantsch (20:53): Hey, and one final thing before you go, you know how I talk about marketing strategy strategy before tactics? Well, sometimes it can be hard to understand where you stand in that what needs to be done with regard to creating a marketing strategy. So we created a free tool for you. It’s called the marketing strategy assessment. You can find it @ marketingassessment.co not .com .co check out our free marketing assessment and learn where you are with your strategy today. That’s just marketingassessment.co I’d love to chat with you about the results that you get. Scroll back to top Sign up to receive email updates
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Original source: https://ducttapemarketing.com/building-online-community/ The post The Strategy Behind Building A Thriving Online Community For Your Brand appeared first on connect social networks. via Connect Social Networks http://connectsocialnetworks.com/the-strategy-behind-building-a-thriving-online-community-for-your-brand/ Understanding how campaign optimization pays off in an ever-expanding media landscape Nielsen6/23/2022 Research and news about streaming’s impact on TV watching habits are plentiful. Most recently, U.S. streaming usage hit a new high in April, capturing more than 30% of audiences’ total TV time. This time of fragmentation in viewership has significant implications for advertisers. However, many marketers have continued to focus on traditional TV and increased their advertising spend steadily since the COVID-driven pullbacks at the beginning of 2020. The upsides of traditional television are still very strong, despite the streaming boom. An actual fact is that viewers still spend more time watching TV live than viewing content via the internet. From that perspective, TV remains a key channel for brand awareness, marketers’ top objective for the year ahead. This goal is reflected in TV advertising spending, with nearly half of all ad dollars going to television stations across the U.S. There’s no discounting the importance of reaching the largest audience possible, but doing so requires more planning and strategy than it did when our media choices were far more finite. SME Scarborough data shows 47% of U.S. adults watch either little or no TV (weekly cable, broadcast) while traditional TV is still the media staple. The light viewers also spend less time watching TV than traditional TV, spending less then two hours every day. This fragmentation of audience time can present challenges, but when advertisers have a clear understanding of channel usage, they’re better positioned to balance their spending for optimal returns. People who see more television are more likely to be exposed to ads than people who don’t watch as much. However, as only under 30% Americans are able to watch TV for less than two hours each day, reaching and frequency strategies that heavily rely on TV can be costly and challenging. A typical three-month national TV campaign will not resonate well with viewers who watch very few advertisements. In a recent campaign, SME Media Impact found that light viewers didn’t even see two ads. Heavy TV viewers, on the other hand, were exposed to as many as 25 advertisements. It can also be hard to control the amount of ads viewers see when a campaign relies too heavily on one media. It’s possible that a brand could achieve its reach and targeting goals with a narrow media mix. However, as audiences stream more and media behaviours change, it is becoming increasingly important to have a diverse media mix. And many marketers are actively pivoting to engage audiences where they’re spending more time, paying increasing attention to emerging digital channels like social media and connected TV. SME 2022 Annual Marketing Report found that North America marketers have spent over half of their 2021 advertising budgets in digital channels. They plan to continue increasing digital spending in the future. North America’s marketers were planning to boost their spending on social media by 61%. This is despite the fact that they consider it more effective than radio and TV (57% extremely/very efficient vs. 49%, 41% and respectively) As with any strategy and decision, data needs to be a marketer’s best guide. However, perceptions may not always be accurate. To better understand the ways in which different channels perform, we recently used SME Media Impact to gauge the effectiveness of a single, one-month $5 million auto campaign simply by adjusting a typical media plan to include traditional radio—without adjusting the budget. SME Ad Intel found that automotive manufacturers spend 67% and 27% respectively on TV and digital media. Because 19 million people were more likely to be exposed, the optimised campaign increased the reach of the auto brand by 26%. Marketers who want to maximize media plan optimization have always found it important in order to make sure that they spend efficiently across all channels. It becomes more crucial as media devices and channels fragment. It will be the responsibility of marketers to deliver tangible returns on investment. That’s the nature of marketing. But as consumers’ time spreads across new platforms and devices, effective marketing plans will consider them through the lens of target audience, time spent and messaging frequency. The post Understanding how campaign optimization pays off in an ever-expanding media landscape – Nielsen appeared first on Social Media Explorer. Original source: https://socialmediaexplorer.com/social-media-research-2/understanding-how-campaign-optimization-pays-off-in-an-ever-expanding-media-landscape-nielsen/ The post Understanding how campaign optimization pays off in an ever-expanding media landscape – Nielsen appeared first on connect social networks. via Connect Social Networks http://connectsocialnetworks.com/understanding-how-campaign-optimization-pays-off-in-an-ever-expanding-media-landscape-nielsen/ Ways Businesses Can Use To Increase Brand Awareness In order to get ahead in the competitive world of business today, a business must have a strong brand identity. Branding is the way businesses are able to communicate to their potential customers. A company’s name, logo and messaging are all elements that can help make it stand out from the crowd. According to Jonathan Osler San Francisco, a successful branding strategy does more than just create a logo. It impacts all aspects of how a potential customer sees and interacts with a company. The following are 5 strategies that businesses can employ to increase and attract more buyers. 1. Through A PodcastThere are countless podcasts out there that cover everything from art, to entertainment and of course, business. The beauty of podcasts is that they are a very low-cost way to reach thousands of listeners or viewers. A business can use this platform to find a niche podcast audience that is interested in its business or products. It becomes possible to tell a story while getting a message across in an entertaining way. A business is more likely to be successful when it finds a way to engage with its audience, rather than just selling information. 2. By Hosting An EventFor a small business, hosting an event is often the best way to expand its brand. It gives the business some exposure without requiring too much investment. Hosting an event is not only a good way to gain exposure, but it is also a great marketing tool. A business can put together a great event by offering something of real value to its target audience. For example, if the business deals with the selling of health and beauty products, it can offer a workshop where the attendees get to learn tips on how to make skincare products at home using household ingredients. 3. Through Social Media InfluencersSocial media has become one of the most effective ways for businesses to build their brands. The power of social media includes relevant hashtags, says, and a unique voice that is easily recognizable. It’s important to be authentic when using social media. However, when a business chooses to use social media to gain brand awareness, it should make sure that it leverages the power of influencers. These influential people usually have a huge following, and their followers are more than likely to buy products from a business when they recommend them. 4. By Staying Active In The Local MediaThe media is a great way for businesses to get their message out. It’s not simply about using the TV or radio, but it is also important for a business to participate in newspapers, magazines and online networks. As educator Jonathan Osler San Francisco suggests, for a business to stay ahead of the curve, it needs to find a way to diversify its brand and attract a new client base. This is done by putting together marketing campaigns that include local media. 5. Using InfographicsInfographics are exploding in popularity these days. They are a great way to present data in a fun, easy-to-understand format. If a business is in need of help with branding and advertising its products, it can use an infographic maker to make and post online. Infographics act as a visual that can be shared everywhere – on social networks and through email marketing campaigns. A business can easily create an infographic that represents its brand message, or it can use existing infographics to promote its products. The post Brand Awareness appeared first on Social Media Explorer. Original source: https://socialmediaexplorer.com/business-innovation-2/brand-awareness/ The post Brand Awareness appeared first on connect social networks. via Connect Social Networks http://connectsocialnetworks.com/brand-awareness/ Why Strategy Before Tactics Is So Important written by Sara Nay read more at Duct Tape Marketing About the show:The Agency Spark Podcast, hosted by Sara Nay, is a collection of short-form interviews from thought leaders in the marketing consultancy and agency space. Each episode focuses on a single topic with actionable insights you can apply today. Check out the new Spark Lab Consulting website here! About this episode:In this episode of the Agency Spark Podcast, Sara talks with Alison Ver Halen on why strategy before tactics is so important. Alison Ver Halen is a content marketer and SEO strategist who loves telling your story and coming up with a strategy to get it in front of your ideal clients so you can make magic together. Alison is the president of AV Writing Services. AV specializes in helping their clients improve their brand authority and online visibility using a combination of engaging content and tried-and-true SEO techniques. More from Alison Ver Halen:
This episode of the Agency Spark Podcast is brought to you by Monday.com, a powerful project management platform. Monday.com helps teams easily build, run, and scale their dream workflows on one platform. I personally am a user and big fan of Monday.com – I start my workday pulling up the platform and spend my day working within it for everything from task management to running client engagements. Learn more about Monday.com at ducttape.me/monday. Original source: https://ducttapemarketing.com/why-strategy-before-tactics/ The post Why Strategy Before Tactics Is So Important appeared first on connect social networks. via Connect Social Networks http://connectsocialnetworks.com/why-strategy-before-tactics-is-so-important/ This is what you should do when you are subject to criticism via social media: There’s a real person in there somewhere. Even the most vile trolls, those who pounce on you all day and seem to hold a grudge against the society, still have souls and can be redeemed. We can be honest with one another and admit that life is hard. It is not easy for everyone to accept that. Curiously, social media is a place that—as in the real world, and in our real relationships—being authentic can help you find and connect with like-minded individuals. It actually “works” as a way to make connections. I noticed this recently when I “spilled the beans” about how hard it is to write a book. My entire strategy was changed, not only in my email newsletter, but also on LinkedIn, Instagram and Instagram. I explained how the intensive research process affected my approach. It was hard to stay in isolation for weeks at a stretch, far from my friends, and still be able to read a few chapters. Surprised and relieved, I heard from Elena Cardone (author, speaker, businessman) that she had a similar perspective. True authenticity is a winning strategy. After watching a couple of her keynote messages, I was intrigued by her view and reading her LinkedIn posts on the realities of motherhood, business ownership, and keeping busy, I got a feeling about it. “Honesty is one of the most powerful ways to connect with others both online and offline,” she told me recently. “In the context of social media, I have learned that people resonate and identify with me when I show my authentic self.” Cardone stated that authenticity is what people crave. It’s what all of us crave, because we also want to be real with each other. And being honest and authentic is an effective way to give empathy to others. Cardone believes authenticity is the key to empowering others and allowing them to be authentic. This allows them to become more confident and openly share their talents with an audience most people don’t always find supportive or welcoming. The most startling revelation, though, is that our own authenticity is what helps us reach a wider audience, because we’re not hiding behind a veneer. You can think of it like this: It makes complete sense to show who you are if you truly want to build relationships with people who will buy your book, support your cause or listen on your podcast. Fake people attract others who will never stay. “You can’t fit into everyone’s mold,” says Cardone. “So, stop trying. Be you and let it roll.” Each person can only take so much. Cardone recommended that you avoid gossip and share your dirty laundry to prevent falling prey to critics. “Handle your affairs behind the scenes,” she says. “You can be authentic when you tell people how you handled situations. These bad experiences can be used to teach in a very positive, real manner. But, you don’t need to witness a train wreck. That is not inspiring.” An authentic life is not necessarily the same as sharing every single detail of yours. My book is an example of this. I realized that I didn’t want to make it appear easy or without bumps. Since my book is about productivity, I stopped trying to convince people that it was all smooth sailing and I’m perfectly productive at all times. When I made that switch, and stopped trying to impress people with what proved to be the hardest project I’ve ever done, I started seeing more comments on posts…from people who could relate to my journey of imperfection. To me authenticity means being genuine. When criticism arrives, I can still rely upon those who know my history and view my points of view. It is up to me to decide who can provide feedback. “People’s words don’t define you,” added Cardone. “Oftentimes, they are saying more about themselves than they are about you. Keep putting out content, and let that influence who it might. Don’t stop at the first sign of criticism.” When we meet like-minded people, who share a common interest in real-life topics and situations, we are able to enjoy the wisdom of others, rather than the finger-pointing of trolls. The post Author And Speaker Elena Cardone Says Honesty Always Wins On Social Media appeared first on Social Media Explorer. Original source: https://socialmediaexplorer.com/content-sections/news-and-noise/author-and-speaker-elena-cardone-says-honesty-always-wins-on-social-media/ The post Author And Speaker Elena Cardone Says Honesty Always Wins On Social Media appeared first on connect social networks. via Connect Social Networks http://connectsocialnetworks.com/author-and-speaker-elena-cardone-says-honesty-always-wins-on-social-media/ Google has been the king of web analytics since early in its creation. Following their acquisition of Urchin, a top web analytics provider, in 2005, Google created Google Analytics and never bothered to look back. History of Google AnalyticsSince 2012, Google has used a system called Universal Analytics or UA. This has been the backbone behind Google Analytics and offers a slew of benefits. UA lets site owners track specific users across multiple platforms and even devices by assigning them user IDs. This creates really rich customer data, allows offline behavior monitoring, and in 2016, through the use of AI, even lets the real time monitoring of users. Although these are great benefits for site users, there are a lot of worries around the privacy of site users. Google has always prided itself as being a socially conscious group and here they seem to falter. Luckily, in 2020, Google Analytics 4 (GA4)was introduced. This is a new backbone for Google Analytics and changes a few key things about how Google does web analytics. Including most notably for Google’s social image, in the privacy department. G4A does in fact track more, and more detailed and dense data, although it makes it a lot harder for sites to give users information out to anyone who wants it. Google now even offers a consent mode that will further reduce the types of data that GA4 can track. G4A is fully compliant with EU General Data Protection Regulation (GDPR), the standard behind web analytic privacy that UA failed to meet, something that has served as a major concern over the past few years. In ConclusionThis all represents a positive shift in how Google operated web analytics. By July 1st, 2023, UA will be completely phased out and replaced by GA4. This means that all current site owners need to make the transition in that time, something that takes some preparation and time. Still, regardless of the inconvenience to users, GA4 is the technological and social future of web analytics. The post The Future of Google Analytics appeared first on Social Media Explorer. Original source: https://socialmediaexplorer.com/infographic/the-future-of-google-analytics/ The post The Future of Google Analytics appeared first on connect social networks. via Connect Social Networks http://connectsocialnetworks.com/the-future-of-google-analytics/ According to new data from a recent survey conducted by the United Way of the National Capital Area, more than half of all Americans – 57% – said that misinformation on social media has influenced their empathy levels. A further 27% added that they changed the source of their news due to empathy burning out. Respondents from all generations agreed that Facebook was the most important social media platform contributing to empathy burnout, except for Gen Z. According to the researchers, empathy burnout takes shape when “a person is regularly expending much of their energy – emotional, physical, mental – to care for others to the point that they themselves feel exhausted.” These feelings are common among many people. Nedelka Philips, Senior Vice President for Marketing and Fundraising at United Way NCA, explained that she asked the participants questions regarding their feelings about recent news stories, compassion fatigue symptoms, and what coping methods they use to get relief. “Over 50% of Americans feel that misinformation from social media has affected their empathy.” The fact that so many people now rely on social media as a news source is certainly adding to the problem – in part because it is filled with so much misinformation and even disinformation. Rob Enderle from the Enderle Group suggested that Qanon is a way to create an army of individuals who deeply believe lies and will fight for their belief. Enderle warned that this is creating conflict because of the weak foundation beneath these falsehoods. This insecurity creates an insecurity with the ones who propose them. Enderle also cautioned that the insecurity leads to increased anger and escalated violence when the beliefs are challenged. Social media platforms have become cesspools for misbehaviors and abuse. Enderle warned that Facebook and Social Media’s over-focus on revenue has created a dangerous world. This is contrary to the natural tendency for humanity to be more open and cooperative over time. Perhaps today, thanks to social media, you can also fool a lot of people a lot of the time – and the platforms are profiting from it. Enderle said that “In essence, social media helps to weaponize gullible persons, not to achieve any type of broad objective but to maximize revenue with a cost of creating far more hostile or unsafe world.” Enderle stated that Facebook and the other social media services which allow such behavior to increase short-term revenues and profits, are posing a serious threat to humanity. This will be a disaster for our species and companies like Facebook. What Has Happened to Social? The social element is becoming an ever more important part of “social media”. Instead, platforms are becoming echo chambers for opinion. Unintended consequences are a constant part of the technology evolution. Interestingly, for a medium that started out as a force for being more social – it now often seems like it’s tilting towards the ‘dark-side,’ and being a platform for being anti-social.” Susan Schreiner, C4 Trends. C4 Trends’ Susan Schreiner said, “It has become a hotbed of hate and fear-mongering. The way that people interact in real life is becoming more crude through social media. As if the dark side of people is hiding behind social media. While political intransigence and lack of collegiality, the pandemic, and the fear of uncertainty are contributing factors – social media makes it easy to attack someone or to act as a bully, without responsibility or consequence, warned Schreiner. “There’s a rebellion against respect – and the attitude of ‘I can disagree, but do it politely,’” In most social media networks, politeness is sadly lacking. Schreiner stated that social media allows for people to narcissism, their worst traits and personality types to just “hang out” without caring about others. “Social media gives permission for’me’ or ‘I” to have precedence over others and not considering or respecting their feelings or opinions.” Despite all the negativity on social media, there is still hope. But it takes effort. “It is no longer sufficient to simply click on Facebook or Twitter, and then blindly take whatever it says at face value. Schreiner said that it’s different from the days of broadcast, where one could trust on channels three and experts like Walter Cronkite.” It comes down to personal interactions versus the mob on some levels. It’s similar to tabloid headlines. The New York TimesOder The Washington PostShe warned. “While we saw lots of fear-mongering during the pandemic, we also saw on social media the kindness among strangers – with members in neighborhood groups helping each other or members in certain types of Facebook groups offering emotional support to those alone.” The post Social Media Misinformation Is Making Americans Less Empathic appeared first on Social Media Explorer. Original source: https://socialmediaexplorer.com/content-sections/news-and-noise/social-media-misinformation-is-making-americans-less-empathic/ The post Social Media Misinformation Is Making Americans Less Empathic appeared first on connect social networks. via Connect Social Networks http://connectsocialnetworks.com/social-media-misinformation-is-making-americans-less-empathic/ Weekend Favs June 18 written by John Jantsch read more at Duct Tape Marketing My weekend blog post routine includes posting links to a handful of tools or great content I ran across during the week. I don’t go into depth about the finds, but I encourage you to check them out if they sound interesting. The photo in the post is a favorite for the week from an online source or one that I took out there on the road.
These are my weekend favs; I would love to hear about some of yours – Tweet me @ducttape If you want to check out more Weekend Favs you can find them here. Original source: https://ducttapemarketing.com/weekend-favs-june-18/ The post Weekend Favs June 18 appeared first on connect social networks. via Connect Social Networks http://connectsocialnetworks.com/weekend-favs-june-18/ The Evolution Of The Podcast written by John Jantsch read more at Duct Tape Marketing Marketing Podcast with Todd Cochrane In this episode of the Duct Tape Marketing Podcast, I interview Todd Cochrane. Todd is the CEO of Blubrry Podcasting – a podcast media company that represents 105,000 Audio and Video podcasters in which his company provides advertising opportunities, media distribution/hosting, podcast media statistics, and other services. He is a podcast advertising specialist, and he founded the Tech Podcast Network in 2004. Key Takeaway:Podcasting and the podcast industry have changed over the years in many ways like the way podcasts are produced, how more easily accessible it is to start your own, and how the monetization of podcasts works today are just a few examples. In this episode, I talk with Todd Cochrane, the CEO of Blubrry a podcast media company, about how the podcast and audio content has changed over the years and where it stands today. Questions I ask Todd Cochrane:
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Like this show? Click on over and give us a review on iTunes, please! John Jantsch (00:00): This episode of the duct tape marketing podcast is brought to you by the MarTech podcast, hosted by Ben Shapiro and brought to you by the HubSpot podcast network with episodes you can listen to in under 30 minutes, the MarTech podcast shares stories from world class marketers who use tech technology to generate growth and achieve business and career success all on your lunch break. And if you dig around, you might just find a show by yours. Truly. Ben’s a great host. Actually, I would tell you, check out a recent show on blending humans, AI, and automation. Download the MarTech podcast wherever you get your podcast. John Jantsch (00:50): Hello, and welcome to another episode of the duct tape marketing podcast. This is John Jantsch. My guest today is Todd Cochrane. He is the CEO of Blubrry podcasting, a podcast media company that represents 105,000 audio and video podcasters in which his company provides advertising opportunities, media distribution, hosting, pod, media stats, and other services. He’s a podcast advertising specialist and also founded the tech podcast network way back in the dinosaur days of podcasting 2004. So Todd, welcome to the show. Todd Cochrane (01:28): Hey, thanks for having me. And I think as we talk just a little bit, as we got started, you started in 2005. So you’re right there with me. John Jantsch (01:35): I did, I did indeed. And those were the good old days cuz you know what, so I always, I can go down a rabbit hole really fast on this, but you know what a lot of people don’t realize is not only was it hard to produce shows, it was hard to listen to them or to get somebody to listen to ’em right. They had to actually have their own technology. So I’m certainly glad that we are where we are today. Todd Cochrane (01:57): I am too. And it’s, you know, no longer having to connect a device to a computer just to get the sync. Right? Yeah. It’s nice to have it automatically happen. John Jantsch (02:07): So tell me about what shows you’re producing or not producing, but shows you are hosting today. Todd Cochrane (02:14): Well, personally I still have my personal show geek, new central. That was the one they started in 2004. It just hit over 1600 episodes. Then I do a, co-host a show with matter of fact, Rob Greenley from Lipson competitor, it’s called the new media show. I say, we can get a PhD in podcasting by listen to that show matter fact, we just finished recording of that about 30 minutes ago. And then we do an internal team podcast called podcast insider. But yeah, so a lot of, you know, still doing a lot of active shows, but it’s really the day to day grunge of, you know, running a company and building, you know, building a business and keeping podcasters snapping. John Jantsch (02:51): So I gave a little insight into the, what the podcast media company looks like today. What was the idea for starting it? And what was your initial vision? Todd Cochrane (03:02): You know, it’s, it was one of those things where, when I started my podcast, my wife had given me an ultimatum to make money in the first two years. She didn’t say to want another boat anchor. And I solved that in June of oh five by securing GoDaddy, as a sponsor of the show. And the first round, I really didn’t know what to charge and that kind of worked itself out. But in the second call where they’re getting ready to sign a contract for a year, the gal asked me, Chris Redinger said to me from Godad. She said, do you know how the podcasts would like to advertise GoDaddy? And I said, yeah, I’ve got some tech shows that might be interested. And that really kind of set the Genesis point of the idea of raw voice, which is the parent company of Blubrry podcasting. And remarkably. I went on my podcast the next episode. So I’m looking for a lawyer looking for MBA programmer and a graphics developer. I’ve got a business idea and we’re gonna have a call and free conference call do com in 10 days to be there. If that’s you. And on that call, it was a lawyer, an MBA and a graphics developer and the graphics developer, new programmer got him on the phone. We formed the company over the phone, just absolutely insane how that company started. We didn’t meet each other for the first six months. John Jantsch (04:20): well, as I recall, I, and you and I were talking about it. I was probably a fairly early on user, as I recall it, it was primarily a WordPress plugin and then hosting came later and obviously advertising network came later. Is that, was that the initial vision was to just make it easier to get those shows syndicated. Todd Cochrane (04:39): Yeah, the first, really the sequence was we had the advertising piece in place. We started ramping up real quick with shows with advertising. We built the stats platform so we could measure this stuff. So we weren’t overbilling the vendors. The plugin happened because another plugin started that we were using was being abandoned. The person that was updating it wasn’t being paid update anymore. So we developed our own plugin and that kind of really led the Genesis of everything else. And the plugin really kind of been like that candy at the end of the, you know, when you’re in checkout, you know, that piece that you would grab and it really led to everything else that Blubrry does today. John Jantsch (05:18): Yeah. Yeah. So people are probably already tired of hearing old folks reminisce about the old days. So , let’s talk about how that’s evolved now. Not just Blubrry, but just, you know, podcasting in general. Yeah. I always tell people they’re, you know, the really early days people got into it, but then social media came along and that was shinier and it seemed like podcast kind of went in the background and then a or apple decided to put the app on the iPhone as a native. And all of a sudden, everybody was like, what are these podcast things again, to the point now where, you know, it’s probably the hottest advertising, medium going, isn’t Todd Cochrane (05:53): It. Right. You know, and there was this definitely a series of inflection points, you know, it was, you know, the inclusion of iTunes, it was the iPhone, it was the inclusion of the app delivered with a phone. And then obviously listeners got more interest in podcasting when serial came around and had this, we had this huge inflection, true crime shows. So really I think, you know, it’s been this long steady climb and now the space is just, you know, it’s, uh, the indie podcasters, some of ’em are kind of concerned, but you know, with all this commercial investment that’s happened. Yeah. I think that all ships rise together. So I think that there’s plenty of room for anyone that wants to create content out there or use it as a business funnel or whatever their goal may be. John Jantsch (06:36): Yeah. I, you know, I was gonna ask about that, how you think, like, where are we now, you know, in, in the word podcast, right. When blogs first started, they were really almost typically an individual’s journal almost. And people interacted with them and there, you know, comments were a big part of them and you know, they’ve really changed now. Even the blogging software is really referred to as just content management, mm-hmm software systems. I mean, podcasts in some ways started around that individual host of the show. Would you say that we are almost at a point where, you know, we need to redefine what a podcast is? Todd Cochrane (07:12): You know, there’s been a lot of talk about it, you know, if in the pure sense, so, you know, it still requires an RSSV deliver a show to these syndication points, but the average listener doesn’t care. They don’t care if they listen on Spotify or watch on YouTube or consume, they, it really podcasts are consume and anywhere I’ve had this saying for a long time, they say, I don’t care where they listen, as long as they listen. Yeah. But I want to be every place that they are. So I think in that instant, you know, podcasts are many things to many people, but you know, I’m kind of old school. So I still believe in the, you know, you still need to have an RSS feed to deliver the show, which causes most people’s eyes, still the glaze over. But it really is that mechanism that keeps the space open and from being locked down and gatekeepers coming into place and making rules, it’s still an open ecosystem. So I think from that aspect, even with the commercial investment of the podcasting space is a medium is very secure and will continue to grow. John Jantsch (08:09): Yeah. Let’s talk audio versus video. Is that a distinction? I seemed like video V cast. I think they, people were calling them at one point, kinda had a point where they were popular. Now it seems like everybody’s doing some audio, some video. Of course the technology has helped that, but the portability of audio, I think is still what makes it so attractive to me. Todd Cochrane (08:32): Yeah. I think still people have more time to listen than they do to watch. I know that I do. Yeah. But at the same point, I think the video piece of it is more of a, well, I started doing video 10 years ago doing live video for my shows. And I did it purely out of selfishness because I do a solo show. So I was, I was doing it eight o’clock in the evening in Hawaii and you know, it was kind of boring. So I was using it as a way to get a little interactivity from the audience when I was doing the show and it kind of just turned into this thing, but that’s really most my main reason. And I think that’s way a lot of podcasters think about it now too, is some people like to watch some people like to listen, but I still, my show still 70, 30, 70% listen, 30% watch why they watch me. I still don’t understand. But it’s, it’s kind of the way it is. John Jantsch (09:24): Yeah. I, I do. I mean, I think it’s like, it’s like when my books would come out, you know, there would be some part of the audience who’s like, I’m gonna get it when the audiobook comes out. I was like, well just go buy it now. But there’re just some people that, that’s what they’d rather do. And there’s no question that, you know, enough people have seen you on video now that you could probably go to a conference and people go, oh, I’ve seen that person. And so it certainly the medium, I think, itself has different uses and you’re gonna, people are gonna consume different ways, Todd Cochrane (09:57): You know? But in all honesty, I’ve had more surprise interactions from people hearing my voice. So it’s like walking in O’Hare a couple weeks ago, someone heard my voice and they turned and they said, oh, you’re are you Todd? And I’m like, yeah. Which show do you listen to? You know? So it’s, so I think when, and also the audio piece is more intimate. We’re truly, we’re truly in there, you know, those that are listening right now, we’re we’re in your head. yeah. You know, we’re I call it the earballs we’re right in their ears. Yeah. So it’s, I think it’s a different experience when we watch YouTube, which most of us do, you know, we can be distracted. And I think in podcasting we’re able to hold audience’s attention span a lot longer. So I think that’s why the medium has been for better word. So intimate. John Jantsch (10:44): Hey, eCommerce brands, did you know, there’s an automated marketing platform. That’s 100% designed for your online business. It’s called drip and it’s got all the data insights, segmentation, savvy, and email and SMS marketing tools. You need to connect with customers on a human level, make boatloads of sales and grow with Gusto. Try drip for 14 days, no credit card required and start turning emails into earnings and SMS sends into Chuck CHS, try drip free for 14 days. Just go to go.drip.com/ducttapemarketingpod. That’s go.drip.com/ducttapemarketingpod. John Jantsch (11:28): Yeah. I can’t tell you how many times I’ve had a YouTube video opened in another tab and all I’m doing is listening to it. right. Cause I’m multitasking. Yeah. Mm-hmm no question. What are some of the most exciting things in how the technology is involved? Evolved? As far as youre concerned, we were, again, we were laughing, you know, before we got started here about the early days of recording on, you know, handheld devices and phones that we’d plug into and you know, you and I were recording this on a platform that that’s actually just web based. And you know, once we’re done recording, it’ll upload the two recording, you know, separated tracks. I mean, there’s just some really great advancements. What are, what’s your current feeling about the technology that you’re using? Todd Cochrane (12:06): Well, I think you hit the nail on the head. It’s riversides wild. Some of these platforms that allow us, we don’t have to have this big tech setup. I, you know, I’ve got literally $30,000 worth of gear in this room that I don’t need anymore. Yeah. Because of the way the space has changed and the technology being able to see who you’re interviewing or being interviewed and have that interaction is a huge difference. In the early days, all we really kind of had to really listen for those visual cues and we often would step on each other just because there wasn’t that visual component. So I think that’s a big change. Obviously. They’ve got lots of great software out there now for editing. Uh, I’ve always been an Adobe edition type of guy. And matter of fact, I don’t edit. So I’m one of the few that actually don’t, but it’s, but I wouldn’t be a podcaster if I all these years, if I would’ve had to have edited because it just takes too much time. But yeah. That’s why they’ve got people out there doing those types of services now. But that’s another thing too, is there’s a service for everything, right? There’s BAS there’s people that do transcripts there’s people that will do your editing, posting the whole nine yards. It’s gonna, you’re gonna have to write a check, but you can use your time wisely. John Jantsch (13:19): I’m I saw, I got a pitch from an, an AI service that was promoting themselves as you, all you did was put in the guest or something about the guest and they would create a list of questions for the guests. Interesting. You know, based on just go out there and just like find, you know, your footprint and go, here’s what the, here’s what you ought ask this guest. And I was like, wow, , you know, we’re, I wonder we’re gonna even do the interviews at some point. , you know? Todd Cochrane (13:43): Yeah. Pretty crazy. And you know, and I think too, the thing that’s about podcasting that like this interview, you had a little background on me already, so you didn’t have to do too much research, but I think there’s a lot of folks that spend a lot of time researching their guests. And some of those best interviews are, is when a Podcaster’s able to dig out that nugget, you know? Right. They get deep in a conversation that may not have happened. Otherwise, John Jantsch (14:11): Can I get up on a soapbox and complain about something? And I’m sure you get this too, but nothing drives me crazy faster than when somebody asks me to be on their show. And I agree. And then they send me to a six page form to basically write the interview for them. I just like, you know, it, this is, I guess I grew up, you know, in a PR background mm-hmm and this feels like journalism to me. Right. And somebody else writing the article, I’ll let you riff on that if you want to. Todd Cochrane (14:37): You know, and it’s even funny because I hired a service to help me get more interviews. And they asked me to write the top six questions. I’d like to be asked. I’m like, I don’t even wanna do that because , every interview is gonna be wash RINs repeat because some guests are host are lazy and I’ve been lucky. People have only pulled from that a couple of times. But yeah, when I do guest interviews, I don’t want any prep. I want the conversation to happen free flow. I think that’s when you really get into the good stuff. Now you have to do your homework a little bit to kind of figure out what you’re gonna talk about. But I, I think that John Jantsch (15:13): That’s the job. Todd Cochrane (15:14): Yeah. John Jantsch (15:14): absolutely. Let’s talk about advertising and podcasts. My first advertiser was at and T I just kind of dropped out of the sky and it was a really big deal for me at the time. Sure. And you know, fortunately I’m currently sponsored as a member of the HubSpot network. So, you know, the money is definitely out there. And I know a lot of small four or 500, you know, a month download folks are now finding, you know, opportunities to get, you know, advertisers for shows like that. So maybe talk a little bit about cuz I know obviously you play in that world substantially with Blubrry. So talk maybe a little bit about the opportunities you think are out there and maybe just the state of, you know, this form of advertising. Todd Cochrane (15:55): Sure. In the space today, 50% of podcasters are using podcasts for non monetization reasons they’re using for funnel business, building authority, building, they have a different goal, but the other 50% are looking and hoping to monetize. Currently today only three to 4% of podcasts are actually fully monetized. So it leads a whole bunch of people on the sidelines. So five years ago, I would say that programmatic advertising probably would not have been effective because there just wasn’t enough movement in the space and enough trust. But now programmatic has got to the point where even the smallest shows can get some advertising and it may not be, it may take their spouse or partner to dinner money. Some people will make car payment money. Some people will make house payment money, but there is gonna be an opportunity here in the very new future for all shows to be able to monetize at one level. Todd Cochrane (16:46): Now, obviously the host read endorsement stuff, which is the core of the space continues to rule and pays the highest C cam rates. Matter of fact, my sponsor GoDaddy, which I’ve had since 2005, it’s remarkable. They’ve been with me this entire time. Those are completely host, endorsed episodes baked in forever. But then again, my show gets, my tech show is 96 hours. It’s achieved nearly 90% of its lifetime download. So it doesn’t have a long tail. So it doesn’t matter. But I think that from an advertising perspective, you know, niche, real niche content is and high Val niche, high value content can drive a lot of dollars, but if you’re not super niche, then you need to big build big and the bigger the audience, the more potential for revenue. I think there’s lots of ways to skin a cat. Now there’s Patreon. You can, or just a simple PayPal link, which I’ve used for years to raise money for a show and get support. I think though a lot of podcasters get really wrapped around the ax. So early on about trying to make money too. Yeah. And but I think when a show gets the substantial size and stability and consistency, I think there’s lots of opportunities to make money. Yeah. Across a variety of fronts. John Jantsch (18:00): Yeah. I always, I, I, you know, I guess because it was so much work in the early days, you know, I always told people, I, you know, I’d do it if I had one listener and no, nobody because of the people I got to talk to that yeah. That was really, to me, the reason for doing it. Yeah. And you know, the, everything else sort of turned into a happy accident of consistency, I guess. Yeah. But, but that I that’s, you know, I would do it again for that very reason. Todd Cochrane (18:22): Yeah. I think for me too, is authority was one of the first things I was trying to build authority. And then second was my wife forced the monetization piece on me. She wanted me to get monetized and, and really, it was fun. You know, I had a lot of fun doing the show and the action with the audience. So I have always told my audience when it quits being fun. I’m done, but it’s so far, it’s still fun. I guess that’s a rhyme. But John Jantsch (18:47): So let me ask you what you think about, you know, some other mediums, you know, of advertising has really waned because people have other ways to, you know, to get around it. I mean, to not, you know, all the, all out of the streaming shows and things, now people are paying for that subscription. So do you think podcasting is gonna go that way? The paid model where I pay to subscribe? So I don’t, or maybe one of the benefits is so I don’t have to listen to ads is that I know there are people out there doing it, but is that, do you see that being the substantial way that people monetize? Todd Cochrane (19:16): I think it’s a key of scale there. I think you have to be big enough to do that because only a small, you know, it’s just like clicking on banners, only a percentage. You’re gonna click on a banner. So I, you know, if you can get 10% of your audience to convert, to paid and build an audience that could be significant ongoing revenue every month. Yeah. But I think, again, it’s a economy of scale. You have to build an audience to be big enough to be able to, I think it’s a combination of both is good, you know, and I have played with that model before and for my show, it didn’t work. So I have a purely a, you know, an ad driven plus if you feel like it throw me a, you know, throw me a cup of coffee type of thing within the show, but it’s a, I think it’s really up to the podcaster, what they wanna try. Todd Cochrane (20:04): But again, I think for the premium to pay a premium with no ads, I think there’s several models that would probably work better. Number one, if you’re part of a network yeah. And the network does it, and you get a share of that revenue from the network based upon your volume, that could be a potential or number two, again, you decide it’s worth your time to put that out. That separate show. Cuz it’s what you gotta do. Also if you’re on PayPal or not PayPal, if you’re on Patreon and you put it on some type of reward, that’s maybe an extra episode for a contribution every month, what happens if only five people contribute, then you’re locked in to doing work. Yeah. Yeah. So I think it’s a lot easier to produce a second show without an ad, but then again, you may have to pay for a service, the managing of it to have people be able access that. So I, it’s a way of time and money I think. John Jantsch (20:54): Yeah. So anything coming for Blubrry that, that you wanna talk about that, that people may not know about yet? Todd Cochrane (21:01): Well, you know, we just spent two years completely rebuilding the platform. Yeah. And it was getting along in the tooth. So we spent the time during COVID and uh, to really put spit and Polish on it and knock the walls down. And we’ve added some stuff to our stats that are really knocking peoples socks off and one’s called a retention graph or giving them information about when people are dropping out, when they’re actively listening to the show. It’s been huge so far. Yeah. That to the bigger pieces, what we’re really focused on is helping shows grow. It’s the thing I keep hearing day in and day out from podcasters is how do I grow? How do I grow? So my team is focused on providing data and analysis stuff that they can look at at a glance that says, okay, here’s where I’m slipping or here’s where I’m doing well. Todd Cochrane (21:43): Or this episode did good and why, or this episode had a drop off and you know what happened there. So we’re trying to get folks info that they can easily look at without having to be a PhD and data analytics to figure out what’s going on. So that’s kind of our goal is to help podcasters grow, cuz be honest with you, that’s the end game, you know, as well as I do a growing an audience can be a challenge. And it’s oftentimes the grind of doing it for a long time. That’s right. People are not that patient anymore, you know, and they want quick results, but it’s still, you have to, you know, sit in front of the mic and do show after show on a regular basis to really build that big audience. If you’re an Oprah, you know, you come with an audience, but if you’re, you know, you may be authority in your town or your city, but maybe you’re not in the next state. So it’s one of those things where you just have to build. John Jantsch (22:35): So I’m gonna give you the opportunity to once again, spell Blubrry cuz I bet you’ve done it 6 billion times with that little, with that little quirk. Todd Cochrane (22:47): Yeah. It’s easy. It’s Blubrry without the E’s cuz we couldn’t afford the E’s so if you wanna spell blueberry the way you normally would spell a blueberry, you just drop the E’s @ blubrry.com. John Jantsch (23:00): Awesome. Well Todd, it was great having you stop by the, uh, the duct tape marketing podcast in terms of podcasts. You’re certainly the podcasting industry. You’re a legend in the industry. So it was really great getting to spend some time with you and have you drop by the show and hopefully we’ll run into each other one of these days out there on the road. Todd Cochrane (23:17): Absolutely appreciate it. And congratulations for your 17 years. That’s an accomplishment in itself as well. John Jantsch (23:23): Well, thanks so much. Todd Cochrane (23:25): Thank you, sir. John Jantsch (23:25): Hey, and one final thing before you go, you know how I talk about marketing strategy strategy before tactics? Well, sometimes it can be hard to understand where you stand in that what needs to be done with regard to creating a marketing strategy. So we created a free tool for you. It’s called the marketing strategy assessment. You can find it @ marketingassessment.co not.com.co check out our free marketing assessment and learn where you are with your strategy today. That’s just marketing ssessment.co I’d love to chat with you about the results that you get. Scroll back to top Sign up to receive email updates
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This episode of the Duct Tape Marketing Podcast is brought to you by the HubSpot Podcast Network and Drip. HubSpot Podcast Network is the audio destination for business professionals who seek the best education and inspiration on how to grow a business.
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