Transcript
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Welcome back to be to be growth. I'm looking lyles with sweet fish media.
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I'm joined today by Daniel Coo.
He's the director of marketing over a
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post beyond. Daniel, how's it
going to day? Man? It's going
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pretty good. Can't complain. Awesome, man. So we're going to be
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talking about getting your employees active on
social you know, we got a ton
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of engagement when James R CEO shared
about what we're doing with our evangelist program
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here at sweetfish. So I'm excited
to dive into this because this is something
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that you guys are actively looking at
producing content on, because it's an area
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where you help a lot of companies. So you guys are uniquely positioned to
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speak on some of this stuff.
But before we get into that, we
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like to get to know our guests
a little bit and Daniel, I'm curious
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during this time of quarantine, social
isolation, all that sort of stuff,
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have you picked up any new hobbies
during quarantine or anything like that this year?
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You know what? Walking has been
a game changer. I used to
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take it for granted. I used
to just walk to work or just go
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to grocery store and calling a day. Now I'm walking for forty five minutes
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in the morning, during lunch after
work and I kind of have a goal
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of getting too tenzero steps every day. So that's definitely a new habit picked
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up and hopefully it continues after everything
settles down. Yeah, that's awesome,
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man. My wife got me a
fitbit for our anniversary, so I'm on
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that tenzero steps a day goal and
it starts buzzing every time I hit it.
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You know when I'm getting ready to
go to bed and it's like you
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only have fifteen hundred more steps to
go. I was like, yeah,
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I'm not going to hit that today, but I'm with you doing a lot
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of walks around the neighborhood. Walking
the dog has definitely been a part of
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everyday life for me as well.
Well. Daniel, let's talk about this.
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I alluded to it a little bit
during the intro. With the pandemic
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this year, in the way that
things have shifted from in person to online
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in a lot of different respects.
We've talked about it for field sales people,
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obviously on the marketing side with events. How have you guys seen it
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impact the role of team members getting
active on social from your perspective before we
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dive into kind of how to go
about it. If if you think that
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there's some room for your team to
grow in this area. Yeah, it's
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definitely interesting aspect of Employe. Abviously, I think when the pandemic started to
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hit, you're like, what is
going to happen, because there was no
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playbook to address this. But what
we saw with the weeks after the pandemic
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was announced that usage on the platform
and people actually sharing content actually increase by
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thirty percent. What we heard from
customers, as well as prospects, was
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that they were like, Hey,
you know what, we cannot attend the
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event, we can't get on an
airplane, we can't do handshakes. We
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need another way to reach our customers, engage your customers and have conversations,
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and the best way we can have
our sales team and employee to do that
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is to activate them on social media. So we definitely saw a bit of
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an increase with people using social media
and wanting to get their message out there
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through their employee voices. Yeah,
so you mentioned some of the reasons that
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accelerated this for organizations that haven't really
adopted it. What were some of the
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the other reasons that you think companies
who weren't there yet didn't have this sort
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of program like we call in Evangelist
Program some people call employee advocacy. What
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were some of the things that were
holding them back? Was it just,
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Hey, we're always doing the events
or team members are getting in front of
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people one to one, so we're
not really as concerned about them generating reach
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online? Do you think that was
it, or there other factors kind of
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holding people back? Yeah, I
think there's definitely a component of that.
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Right. I think the customer forces
the change and because of the increase of
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social media, they're online a lot
more, just like you and I with
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our APPS and social media and everything
else, and they're online consuming content,
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reading blogs, watching videos and listening
to podcast so because they are online,
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company need a better way to reach
them out and when, typically a down
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turn happens, marking budgets get cut. So you need an efficient way to
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get your message across. And what
better way to get employees were already working
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for you. They're engage with your
brand. They know exactly what your product
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or service is about and exactly where
your brand is about. So enabling them
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to get your message a process singly
the right path, right. I think
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also in recent months we've seen a
lot more companies be more receptive to social
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media, which is a bit more
taboo in the past, for example,
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like financial services or pharmaceuticals, and
we're seeing that they're looking for how to
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drive employee adoption by using social media
policies and training. So I think there's
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more of a likelihood to use social
because of customer itself and I think more
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people are perceptive people just like you
and I. They don't want to engage
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with a faceless friend anymore. Right. They don't want to engage with the
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logo. You can't really trust the
logo. There aren't any eyes on the
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logo. What they prefers the human
connection, and when you're socially isolated,
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the likelihood to engage with the human
is much more intense because you can actually
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have a once one conversation, you
can look them in the face for or
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their social photo and you can have
that engagement where you typically you wouldn't have
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that so far. Yeah, that's
really interesting, Daniel. I think I
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picked out a couple things from what
you were just saying. I mean we've
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been saying on this show for a
while now in internally here at sweetfish that
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people connect with people more than they
do with logos. It can be a
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more efficient way to to evangelize the
brand. You know, I've had people
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literally come and and check out sweet
fish and say, man, you guys
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don't have many followers on your sweetish
media linkedin page, and then I say
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hey, go look at our CEOS
page, look at my feed and you'll
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see tons of people engaging, lots
of followers but also, more importantly,
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people engaging with the content and even
more important than that, hey, I
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run sales here at sweet fish.
People coming into my DM saying hey,
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I've been checking out dance content,
heard your CEO on this podcast. You've
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been in my feed for weeks.
That is a direct quote from a prospect
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who came inbound looking at sweetfish services
here recently. To the efficiency of the
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channel, when you get your team
members sharing through their personal profiles, I
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can speak to just all day long, till till on blue in the face.
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Let's talk a little bit, Daniel, about you touched on training and
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I think that's an important thing for
marketing leaders who are, you know,
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who believe in this. They believe
what you and I are saying that people
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connect with people more than logos,
and I like how you called that out,
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especially during times of social isolation.
I mean, I felt weird about
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it when I saw a brand,
a company page, comment on my linkedin
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post and like who is this right, who is this really? I don't
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know who's running this, why and
I don't know why. That's a little
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bit different. Brand accounts have done
better on twitter. I think about Wendy's,
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like phenomenal B to see brand on
twitter. But anyway, you made
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a good point about social isolization and
that kind of expanding on what was already
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true there with people connecting with people. But to turn it back internally,
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looking at the employees, what do
you think have been some of the things
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that marketing and maybe hr and different
functional leaders need to address to help their
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teams be able to adopt this if
they're ready to try and activate this channel
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internally? Yeah, I think the
first thing we always encourage customers to think
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about is what's in it for me, so the whip of factor, for
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example. What's in it for the
employee? Right? I'm a big believer
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that you have to invest in your
employees skill set and training so that they
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can take their role to the next
level and also build out their sessional brand
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right. These are opportunities for them
to highlight their expertise, highlight their professionalism,
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highly their subject matter, expertise on
social so being able to answer the
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question what's in it for me?
For your executives, it's because your subject
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matter expert and you can shed a
positive light about the culture and company behind
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your brand. For sales people,
well, you're monetized on your influence.
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Your ability to reach and engage customers
is your is your wifeline. Right.
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So your ability to book a meeting, have a conversation that leads to an
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outcome, your ability to stay top
online with prospects. That's what's in it
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for you, right. As well
as a customer success or, you can
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account management team. The ability to
stay with their customers on top of mine
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basis is critical for those factors.
And then it goes to training. Most
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employees, in my opinion, don't
know what to share, don't know how
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to share or going to where to
share right. so that creates a sense
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of fear. where, for example, you like to use Elon muscles and
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example, not everyone has the ability
to tweet something and have it go by,
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but if you look at his recent
post about his stocks or anything else,
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those can come into break regulations and
thin ra or even the SEC.
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So you want to make sure that
training and compliance addresses employees kind of fears
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and mindset so they know what to
share, what not to share, what
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they can or cannot disclose, if
you want to remove those barriers so that
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the adoption of social media is a
lot more easier on that side. And
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then you want to train them on
best practice. This is what post,
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what not to post, when to
post, for example. Those are all
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great factors, but you also want
to think be on posting content. It's
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not just about how much content you
can share out. It's about looking at
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social media holistically. How do you
build up the ideal linkedin profile so that
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you're seen as a subject matter expert? How do you connect with people?
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I hate it when people connect with
me and they leave a blank message,
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like you want to contextualize the message. So that has to go into the
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training componer. Hi Daniel, I'd
like to add you to my linkedin professional
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network. Exactly. Insert a company
I think I can sell you or help
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you with. Insert services. Right, yeah, only thing worse than the
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can message is then the quote unquote, personalized spam a message. Right,
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yeah, I'd like to connect with
you because I've been connecting with other like
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minded individuals play something like that.
But having that approach to social where it's
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not just another channel, it's personalized. You build up their linked in profile
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and teach them how to have the
right context to posting on social media's critical.
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I love that you're you're talking about
training, going beyond just hey,
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here's how you post and here are
the important channels. For us, it's
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facebook or it's Linkedin, or it's
twitter, or maybe it's Instagram, who
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knows, maybe it's tick tock,
I don't know. But starting there.
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But then how do you train them
how to how to maximize their impact there?
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You know, I had a post
that that really exploded the other day
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on Linkedin and it was about what
Gary V has been talking about on twitter
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for a long time when he's consulting
business owners and founders like don't just take
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to twitter and start tweeting. Go
find the people who are already have an
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audience with the people you're trying to
reach and engage with them, because commenting
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on that stuff will give you much
more visibility than just throwing posts out there
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into the ether, and I think
that's the same on Linkedin. What I've
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done is looked at people who are
trying to reach the same target persona and
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the same audience that we're trying to
reach here at sweet fish, and I
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get in their comments. I start
conversations in the comments of people like Dave
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Gearhart or Chris Walker or Justin Welsh's
post, and then guess what? I
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get seven likes on this little comment. I'm like hey, there's something here
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that might resonate with my audience,
and now I turn that into a post
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and then I make sure to send
connection requests to those folks who who leave
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a like on that comment or who
then eventually engage with that post. So
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I think taking it to that next
level because if you kind of take the
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fear factor out of the employees posting
on social and say hey, we're not
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going to slap your hand, we're
not going to take it down and hear
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some pitfalls to avoid, it can
still be very discouraging for them to start
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posting something and they get two likes
and ones from their mom and ones from
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their manager. Right. Yeah,
I think speaking about Gary Vanish Ike is
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whatever it is, books, Jab
Jab Jab. Right. Hook is the
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right approach to using social media.
Right. What you're posting on your linkedin
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channels or even twitter, is value? Right? What does your linkedin network
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care about most? What problems can
you solve with your content? How can
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you help them? What are some
trends they're thinking about that you can post
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about? Right, so providing much
more value than you are asking is the
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writer approach to how someone will go
and you have to see. So you
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touched on something that's kind of a
hot button for me earlier, Daniel,
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you mentioned getting the entire team engaged
from different functions, but specifically sales,
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and I've gotten some pushback from sales
leaders before saying I don't want my salespeople
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on social I don't want them,
you know, dinking around on Linkedin,
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unless they're just building a list on
linkedin sales navigator to go outbound with.
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I don't want them kind of wasting
time there. What do you think,
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if you're a marketing leader and you
need to go convince your sales leader that
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the sales team should get involved and
what that should look like. Do you
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have some tips for marketing leaders and
having that conversation with sales and maybe even
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before that? Why is it important
specifically for sales people to get involved?
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But maybe that's the vision you need
to cast to that sales lead or so
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you can answer that in one or
a one and one a man. Yeah,
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I think the conversation of marketer has
to have with Mr or Mrs Sales
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leaders, that it's not about the
likes, it's not about the retweets,
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it's not about you know, who
comments in or what. It's about outcomes,
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sales outcomes, and how do you
quantify those sales outcomes? What you
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can look at how they're connecting with
prospects. Is your sales repp being perceived
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as a subject matter expert and as
your prospect trust them are no right?
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When you google, for example,
sweet fish media, what comes up here?
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Your brand, of course. When
you Google or linkedin search here,
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employee, do they come up?
Can you actually trust someone who doesn't come
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up and doesn't have a linked in
profile? Well, it's the matter of
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building up your thought leadership and subject
matter expertise. One, and most importantly,
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sales has the ability to monetize their
influence. They're already active on their
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bowing channels, like cold calling.
They already active in email, ideally either
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active in video as well, with
bide yard and other various platforms. Or
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why not add another layer to their
mix of prospecting or staying in touch with
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prospects? Right? So social is
an opportunity against the top of my prospects,
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and you're not only sharing content for
the safe of sharing content, but
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every time you share a piece of
content, let's say you have a reach
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of five hundred people, while you're
staying top of mine with five hundred people,
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those five hundred people now have visibility
into you as an employee, as
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a sales rep, you as a
brand and you potentially as a service provider
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that can help them with the problems. Now try to cold call five hundred
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people, right, it probably take
you a long time. So, from
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an efficiency standpoint, again, employee
advocacy and social gives the sales repst ability
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to amplify their reach and again engage
prospects on it ongoing basis. I was
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just going to say there's two things
I pulled out of what you said.
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They're in in the conversation with your
sales leader counterpart. One, not focusing
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on what can be perceived and,
arguably, our vanity metrics, not not
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the amount, but the WHO.
Right, even if I'm getting, you
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know, five comments to me,
if I'm getting comments from VP's of marketing
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at BB SASS companies, which is
really, you know, our Nige,
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then that's great, right. I'd
rather have that than a hundred likes or
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reactions on Linkedin from, you know, just random people that have no connection
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to our target market. So framing
it that way with your sales counterpart that
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hey, we can measure this together, we can look at this together,
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and I'm not just saying, Hey, give your sales people an hour a
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day just to scroll linked in.
We can look at this analytically. And
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then, number two, talking to
them about the efficiency of the reach in
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the way that that snowballs. I
think that is a good way to frame
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up that conversation with the hesitant salesperson
or the hesitant sales leader that says no,
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this social thing is a marketing thing, go away, right, yeah,
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and then continue conversation with the sales
team. Their sales restability to sell
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is dependent on also what content you
provide. Those prospects. Right. I
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like the think content is the currency
of the modern buyer. That's your rally
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quote actually. But content has the
ability to provide value, answer certain prospect
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questions, addressed air and pain points
in those questions. So being able to
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have that content stay top of mine
with their prospects. That's another touch point
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that doesn't require the sales rep to
be active in the room. Yeah,
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I love that man. So let's
let's round out the conversation with folks who
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are are buying into this. They're
getting their sales team and the broader team
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on word, they're following some of
the training tips you've laid out. They
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are strategically casting the vision for the
sales team, talking about how they're going
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to measure success and the efficiency of
getting the sales team involved with social,
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sharing content on social with that's Linkedin
or whatever the platform is for your brand.
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What are some of the ways that
you recommend, whether it's the marketing
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leader or the executive team, that
they can tell that this strategy of employees
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getting active on social and sharing content
individually, that it's working or not?
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What are some of the KPIS?
What are some of the leading indicators?
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That you guys see in your platform
that folks can look to or some of
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the metrics that you're recommending your customers
set themselves up to put on their score
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board internally to see. Are we
seeing results here? Yeah, that's the
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other question. I think for most
marketers when they get started, they obsero
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visibility into which employees are actually sharing
content. So first and foremost want to
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be able to measure and say hey, hey, Bob from sales or Sarah
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from customer success is sharing content actually? So the first metrics should be who's
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actually sharing my content, who's actually
adopting this new process? Secondly, they
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should look at engagement. Well,
Bob and Sarah, once they're sharing the
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content, how much engagement are they
driving from wife's comments and etc. Okay,
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next layer of engagement is how many
conversations are they driving? Are they
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conversations with the right people? Are
ICEP AND BUYER PERSONA FIT? And what
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are those conversations leading to? Are
they leading to demo's books, consultations or
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later deals in in the funnel?
Then you want to look at from a
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social song perspective. For those people
reading our content, are they visiting our
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website? So what are they clicking
through? What type of content are they
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actually engaging with and when they do
engage with the content, look at WHO's
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visiting the website, how much time
they've spent on website and when actions they're
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doing, whether it's registering for a
Webinar, downloading an e book or attending
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a live event, for example,
or consultation session. You want to look
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at those conversions and goals and the
most importantly depends on use case. For
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sales, you want to see how
those leads, when they converted, translate
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to opportunities later down the funnel.
For thought leadership, you want to see
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if those leads then are accelerated through
the funnel or they're looking at competition.
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How do you differentiate yourself with your
content, with your presence on social as
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well, and from a talent acquisition
and employee branding standpoint, are you attracting
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right qualified candidates in your talent pipeline
and, if you are, what you're
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hiring rate from these referrals on social
media? And I love that, Daniel.
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Curious if it. Let's say we
have you back on the podcast a
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year from now and we're talking again
about companies approach to in not only allowing
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but enabling their teams to get active
on social and the brand impact that it's
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having. What do you think we'll
be talking about a year from now?
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I think we'll be talking about how
employees are personalizing the message. I think
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right now we're getting into this early
market of employee acts and social but because
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of Covid as certainly accelerated and now
there's more of a democratization of social by
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the employees. So I think what
we need to rephrase also is that employee
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ax is what we should be called, employee influencers. They all have the
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ability to influence, engage and connect
with the respect of social audiences. So
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I think there's going to be changed
in the phrase from advocacy to influence,
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for one, and I think there's
going to be a lot more one to
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one engagement. Right now it's sharing
content across your entire network, but what
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about sharing an influence for a oneto
one basis and also taking that one too
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many bases and turning that into a
onetone conversation basis. So I think that's
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also a shit that will see a
lot in the next year's yeah, and
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I think more employees will be adopting
this. So to the example I'm seeing,
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and we're seeing a lot of our
customers, that their channel partners are
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starting to about employee a see and
that's because, you know, channel partners
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typically they don't have content, they're
not used to social they're stuck in kind
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of the traditional ways of marketing and
selling. So we're seeing a lot more
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channel partners and channel ecosystems adopt social
advocacy. Yeah, a hundred percent.
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I came from, you know,
ten years of selling in the office equipment
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space where I was always, you
know, with a local dealership who's basically
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a channel partner for the equipment manufacturers
or the OEM's in that space, and
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so exactly what you're saying I lived
firsthand. I love what you're talking about
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about the personalization and the move down
to one to one sharing original, organic
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content. I think step one is
just getting people comfortable, but you've got
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a quickly meet move beyond that where
the team isn't just sharing the same links
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but they're getting active in they're sharing
personal content. A couple of resources I'll
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share on this for listeners. If
you go to top one DOT FM,
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Scott Ingram has been doing a great
job of rounding up the top sales people.
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So if you want to specifically for
that conversation with your sales leader counterpart,
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if you're a marketing leader listening to
this and you want to make the
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case, go to top one DOT
FM. I think if you look for
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Linkedin sales stars on Scott Ingram site, there you will find folks that he's
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been pointing out and highlighting that are
specifically sellers who are finding success and driving
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outcomes, as you said, Daniel, with their engagement on Linkedin. We're
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also breaking down and documenting how we're
doing this at sweet fish and it's exactly
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as Daniel spend talking about, on
the one to one basis and then reusing
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that content. So if you go
to sweet fish Mediacom evangelist program will link
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to both of these in the show
notes so you can check them out.
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But we got a ton of great
feedback and seems like people are hungry for
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this kind of two point. Oh, I like what you're saying there,
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Daniel. In the move from advocacy
to influence, we kind of landed on
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evangelist. We toyed with do we
call it a thought leadership program or an
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evangelist program we don't like the idea
of calling ourselves thought leaders, so we
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landed on evangelist. But I think
your shift. If you talk about influencer,
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the same connotation kind of applies.
It's not just hey, I'm sharing
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press releases from the company, I
am sharing content and that is creating a
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halo effect for the brands and I
think that's the Crox of what we're talking
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about here today. Daniel, if
anybody listening to this would like to stay
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connected with you, ask any follow
up questions or find some content on this
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subject from you guys at post beyond, what's the best way for them to
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00:22:45.440 --> 00:22:48.839
go about to enough? Yeah,
you can simply go to Postconcom and if
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00:22:48.880 --> 00:22:52.440
you want to connect with me,
can just find me, Daniel Crewe,
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00:22:52.519 --> 00:22:55.839
on Linkedin. I'm fairly active,
so you can reach me. That awesome
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man. All right, good luck
getting to your tenzero steps today and thank
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00:22:59.190 --> 00:23:04.069
you for being our guest on the
show. Thanks, Logan. Gary v
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says it all the time and we
agree. Every company should think of themselves
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as a media company first, then
whatever it is they actually do. If
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you know this is true, but
your team is already maxed out and you
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00:23:18.740 --> 00:23:22.140
can't produce any more content in house, we can help. We produced podcasts
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for some of the most innovative bb
brands in the world and we also help
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00:23:26.980 --> 00:23:32.049
them turn the content from the podcast
into blog posts, microvideos and slide decks
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00:23:32.130 --> 00:23:33.849
that work really well on Linkedin.
If you want to learn more, go
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00:23:33.970 --> 00:23:40.210
to sweet fish Mediacom launch or email
logan at sweetphish Mediacom.