Transcript
WEBVTT
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Are you trying to establish your brand
as a thought leader? Start a PODCAST,
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invite industry experts to be guests on
your show and watch your brand become
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the prime resource for decision makers in
your industry. Learn more at sweetphish MEDIACOM.
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You're listening to be tob growth,
a daily podcast for B TOB leaders.
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We've interviewed names you've probably heard before, like Gary Vander truck and Simon
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Senek, but you've probably never heard
from the majority of our guests. That's
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because the bulk of our interviews aren't
with professional speakers and authors. Most of
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our guests are in the trenches leading
sales and marketing teams. They're implementing strategy,
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they're experimenting with tactics, they're building
the fastest growing BTB companies in the
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world. My name is James Carberry. I'm the founder of sweet fish media,
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a podcast agency for BB brands,
and I'm also one of the cohosts
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of this show. When we're not
interviewing sales and marketing leaders, you'll hear
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stories from behind the scenes of our
own business. Will share the ups and
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downs of our journey as we attempt
to take over the world. Just getting
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well, maybe let's get into the
show. Welcome back to be tob growth.
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I'm your host for today's episode,
Logan Lyles with sweet fish media.
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I'm really excited to introduce our guests
today. I'm joined today by Tyler damage.
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He is a senior social media manager
at ESPN. Tyler, how's it
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going today? Man, it's awesome. It's awesome. I'm I'm ountain at
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Los Angeles, my work in downtown
La Right across from the staple center,
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which is a big hub for sports
and an exciting, exciting place to be,
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and the Florida talkingy Logan, especially
right now, man. Well,
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we're going to be talking about three
specific lessons that beb marketers can learn from
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the way espn approaches social media marketing. For some context, to let people
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know who you are, what you've
been up to, what you and your
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team at Espn are doing these days. Get books a little bit of background
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on yourself, your team, what
you guys are up to these days.
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Yeah, so I started in Bristol, Connecticut, which is where ESPN's headquarters
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are. I was a production assistant
working on TV, helping out shows,
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everything from running a teleprompter to cutting
highlights and after a couple of years I
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moved out to La and then moved
into the social media space, where I've
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been producing content for a couple of
years for different shows, different brands.
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ESPN has, you know, ten
to fifteen different brands that exist on social
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media. I'm actually probably more than
that, including our talent and on air
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presence. But we have so many
brands across so many different areas that we
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service and produce content for. So
some of the two, the two most
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recognizable ones are ESPN and sports center, and then those have like thirty five
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million followers on twitter, fifteen million
on instagram ram and it's kind of a
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my team's job to uphold and keep
those accounts flowing and fresh with new and
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creative content. Yeah, as a
follower myself, you guys are doing a
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phenomenal job, and so that's why
it's really excited to have you unpack a
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few of the things that you guys
are thinking about the tactics that you employ
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as you're managing multiple accounts multiple brands, because I think that there's a lot
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for bdb marketers to learn from the
way that you guys are approaching social so
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the three things we're going to talk
about today, Tyler, are meeting followers
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where they are, using affective storytelling
and humanizing the brand. Why don't you
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tell us a little bit more about
how you guys think about this? First
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Strategy of meeting followers, or really
anyone, where they are when it comes
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to your social media strategy? Absolutely
so. ESPN's mission statement is serving sports
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fans anytime, anywhere. So we
want to meet fans and followers where they
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are and deliver our product to them. That's what social media kind of allows
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us to do. That's the magic
of social media is. We know that,
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outside of watching your TV, where
ESPN was born and made its name,
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you're now getting your content from so
many other avenues, whether it's Snapchat,
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instagram, facebook, Tick Tock,
Youtube, and we want to make
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sure that we're extending ourselves into those
spaces. So instead of trying to always
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drive fans to maybe our home product, which is our TV programs and networks,
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because that's what's driving the most revenue
for us, we want to make
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sure that we're taking our product and
actually moving it to you and to where
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you are. We want to meet
you on Instagram, we want to meet
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you on twitter, we want to
meet you on Youtube, on ticktock.
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We want to extend and be in
the space natively with you, so that
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we're kind of walking around in the
same area versus asking you to come meet
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us where we are on TV or
on espncom and in those other spaces that
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we've kind of created and are maybe
most helpful for us, and we're expecting
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that if we meet you where you're
at, then ultimately you're going to come
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back to our home platforms and remember
espn for what it is on TV and
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what it is online. It's digital
presence. Yeah, absolutely. I feel
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like we've kind of gotten lost a
little bit in the last ten years of
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marketing. You know, the whole
shift to inbound in content marketing was supposed
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to be to deliver value so that
you attract people, but I see a
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lot of folks kind of missing the
mark. They're kind of taking the opposite
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mentality of what you're unpacking their tyler
in. Okay, we're putting out content
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where people are but it's really just
a hook in the water. We do
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we just want to get them hooked
and trick them or get them in any
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means, by any means necessary.
Back to assets that we own, whether
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that's your TV programming or, for
a lot of bb brands, that's their
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home page, and we forget this
idea of meeting them where they are.
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It's a little bit slower play right
you're you're meeting them where they are and
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not just directly trying to get them
back to an asset that you own,
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but just delivering value and doing it
consistently. And so it is maybe the
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lesson there for beb marketers to not
always be thinking about what's that called to
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action. Every piece of content we
put on out on social needs to be
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measured based on how much traffic it
drives back to an asset that we own.
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Yeah, so I like that frame
of reference and it because I think
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all businesses are going to have that
intention and, ultimately, that goal.
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But fans are smart enough to know. Anyone who's following a social media account
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or listening to this is going to
be smart enough to know when they're being
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marketed to most of the time and
when they're being asked to do something or
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asked to to execute a behavior most
of the time. And so it's okay
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to have those goals in mind and
to like know that there are going to
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be spots where that you need to
pick, where you need to like push
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those things, but I think you
have to deliver value and meet them where
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they're at before you get to the
point where they're ready to meet you where
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you're at. So it's kind of
like a reciprocal exchange where I'm giving value,
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I'm giving value, I'm giving value. Oh Yeah, here's this thing.
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You know, ESPN does it all
the time. We have a ESPN
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plus is here. So we're going
to give you this snippet of content or
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we're going to give you this piece
of valuable entertainment that you're consuming or that
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you like, and then maybe we'll
ask you one out of x number of
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times to kind of convert or to
look for more and to meet us.
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Yeah, absolutely. I mean I've
seen that with the advertisements and the the
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snippets that you guys have shared from
ESPN plus, from Peyton's places right,
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and I got to see some of
it. Wasn't just like Oh, just
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completely tease the content and you know, if you want to see anything,
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sign up and this is the cost
and here's where you go to sign up.
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Actually releasing some of that. I
mean it goes back to what you
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know. Gary V has always talked
about so many people go for the right
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hook way too early. There's a
time for the right hook, but you've
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got a jab a lot before you
do that. Give, give, give,
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before you ask. So I just
completely align with that sentiment, Tyler,
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and I know our entire team at
sweet fish does. Let's take it
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from there and talk about the next
thing that I know is important to you
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guys, and that's this aspect of
storytelling. So I think anyone following any
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social accounts or brands from ESPN is
going to pick up on this pretty easily
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that you guys have moved a long
time ago away from just hey, here's
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a highlight and here's who won and
here's the box score. But tell us
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a little bit about how that's evolved. You've been at ESPN for a while,
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as we talked about what's kind of
the the state and your take on
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storytelling as it relates to your social
media strategies at ESPN. Yeah, a
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storytelling is, you know, a
cornerstone of ESPN's content and has been from
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the time that the company was started
in one thousand nine hundred and seventy nine.
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But it's evolving, like you said, every day and it's evolving every
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year for these different platforms. Social
media is a very short form platform where
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all these different APPS are asking you
to tell stories in different ways and at
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different lengths than what we're used to, which might be a five minute feature
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on TV or a three minute feature
on TV. It's like no, we
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have about ten to fifteen seconds to
get your attention, sometimes less than that.
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So you can tell stories with the
video, you can tell stories with
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your copy, which is how you're
teeing up the post, and it's just
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a very, very important part of
everything that we're doing because we know that
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how we tell the story is going
to compel, is going to make people
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feel like the way that you frame
the content is going to make people feel
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what they're going to feel about it
and that's what they'll remember. So one
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example of storytelling is to two days
ago, the grandson of Red Sox legend,
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call you Stromski, who played for
the Red Sox and was like beloved
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in the city. His grandson was
playing his first game at Fenway Park,
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which is the Boston Red Sox home
park, and we told we teaed up
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this video of Mikeyastremski, his grandson, hitting a home run in his first
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game at Fenway Park, and we
could have said Mikey Stromski is, you
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know, this is what he is. He's the grandson of probably strong ski
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and he hit this home run,
but we hadn't. We wanted to make
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it make you feel. We want
to make it hit home. I want
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to say this is awesome, this
is incredible. Mikey Stromski, grandson of
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Ledge, of Red Sox legend,
call you Stromski, like hits a home
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run and his first game at Fenway
Park and we have an Emoji in there
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or something that's like shows that,
like, this is a human thing,
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this is a human story that we're
telling, and time and again we see
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that human stories outperformed sports stories like
a hundred percent of the time. Our
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highest performing content of the year is
almost always a human story. More than
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it's a sports highlight of Lebron dunking, it's a highlight of a kid at
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a baseball game, like giving his
foul ball to another kid. It's a
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video of a special Olympian, like
lifting a weight that he's been that he
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was previously unable to get, an
UN celebrating that those are the stories that
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cut through and that resonate the most. Yeah, I love that, I
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think. You know, what I
pull out of that for BB marketing is
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remember that even though it's be to
be, it's Htah, it's still human
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to human. They are still humans
within the four walls of the organizations that
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we're marketing to, you know,
like we talked about here on our htah
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series on bb growth, and so
thinking about, okay, we're talking to
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marketers or we're talking to lawyers or
we're talking to people in healthcare. What
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else is going on in their lives
and how can we highlight the stories of
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the actitioners in the space that we're
trying to serve, much like you guys
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do it well in and around sports. But, like you said, it's
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not always on the nose. It's
the highlight of Lebron or it's just the
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highlight of the home run. It's
the backstory. So I think the lesson
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there is to take a little bit
of time to uncover those because they might
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not just hit you right in the
face, especially in a be to be
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environment. But if you take some
time to uncover those and then you put
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your storytelling muscles to work on your
team. It can just make for some
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social content gold. So let's go
from there, Tyler, and talk about
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the humanizing your brand. We just
talked about, you know, humanizing your
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stories, connecting with people on a
human level. One of the things that
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we keep repeating here at sweetish is
that people connect with other people more than
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they do with logos. So I
would love for you to speak to that
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from the standpoint of, you know, running social at Espn, and then
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you know what bb brands can think
about when it comes to this idea of
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humanizing the brand and being more human
in your marketing. Yeah, so I
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think that humanizing the brand does relate
to storytelling and does relate to human stories,
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like like you are pointing out and
like I was talking about, and
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I think, and it bans to
be space those things, if they are
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able to resonate with humans and resonate
in a way that that makes you feel,
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makes you remember, I think that
story still resonates in a and it
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be to be environment and it's pointing
out needs or it's address saying needs that
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that they're having and it's hopefully bringing
that brand's approachability clients a client. It's
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raising their approachability and making them more
of a more desirable of a partner in
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that space. And when when we
talk about humanizing the brand, like you
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said, people more than they connect
with logos, we see influencer. That's
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why influencers are such a thing,
like it's a part of our culture now
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because of these social platforms and people
being more marketable than brands. Is what
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drives up the value of influencers and
makes them so prevalent. Today. We
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see the engagement, in the amount
of fan interaction on their accounts be so
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much higher, even within ESPN.
You know, like Adrian Wishnowski is like
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the lead NBA twitter reporter. He
has the most followers of anybody in that
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space. He created an instagram accounts
like a year and a half ago and
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his account grew faster, by far, than any ESPN account did over the
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course of that time as he was
a human and his engage the level of
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engagement of fans on his account,
just like is supremely higher than it is
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for our NBA on espn account,
as a comparison, a point which has,
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you know, more followers, but
it's it's a brand versus Adrian is
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a person and people attached to his
ideas and his thoughts and relate to them
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more because of that. And so
if you're able to turn that into your
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your brand strategy or use human language
as a brand or treat people, to
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your followers, like they're your actual
friends or people you might see next week,
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that's going to help you more than
being a commercial on a TV.
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Yeah, and I think taking advantage
of the person, not taking advantage of
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but leveraging the personalities and the expertise
that you have within your walls as a
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BB brand. You know, you
make a great point there. You Know
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Ian Rappaport, Adam Schefter, are
other folks, you know, sports personalities
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that I've follow more so than I
do. You know, NFL twitter handle
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or something like that, and so
I see that play out in just my
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own life as a sports fan myself. So I think that really rings true.
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So, I mean I look at
those guys and even on a,
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you know, a more local level, there are folks who are really active
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on social I'm a huge broncos Fan
and there are folks there that you know,
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it's not a brand account, it's
it's someone who's been following the team
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very closely, puts out their own
insights and analysis, and so when they're
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like, oh, hey, we're
promoting something, I kind of want to
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support them right because I've connected with
them on a human level. But I've
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connected because for so long they're just
delivering value, like they're they're either entertaining
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or they're providing insights and analysis that
I think are fun and those sorts of
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things. So I think as much
as we can take that and apply it
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to a BDB environment, I think
that you can definitely learn something there.
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What Tyler, this has been a
great conversation. Man, I could talk
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sports and Social Media and marketing.
It's like perfect try effecta to have just
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a long conversation with you, but
I want to be conscious of your time.
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So as we wrap it up today, if anybody listening to this would
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like to ask any follow up questions
or just stay connected with you, what's
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the best way for them to reach
out? Man, Tyler, damage on
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Linkedin is is the quickest connection you
can also, I do have social media
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platforms, which seems fitting, so
I'm open to that connection on instagram.
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I don't really use twitter, so
I would go with instagram or Linkedin as
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a starting point and I'll be there. Tyler damage, tyler damage? All
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right man. Well, I really
appreciate it. Thank you so much for
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sharing some knowledge with folks today.
Really appreciate you being on the show.
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Thank you, Logan. We totally
get it. We publish a ton of
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content on this podcast and it can
be a lot to keep up with.
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00:16:59.769 --> 00:17:03.919
That's why we've started the B tob
growth big three, a no fluff email
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00:17:03.039 --> 00:17:07.039
that fools down. Our three biggest
takeaways from an entire week of episodes.
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00:17:07.519 --> 00:17:15.359
Sign up today at Sweet Fish Mediacom
big three. That sweet PHISH MEDIACOM Big
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Three