1. Marketing Smarts with Kerry O'Shea
How ‘Dolphin Tale’ Brought 800,000 Visitors a Year to Clearwater Marine Aquarium
In this episode, Kerry O'Shea Gorgone speaks with Chief Marketing Officer of the Clearwater Marine Aquarium, Bill Potts. They discuss Winter the dolphin, whose story of recovery from losing her tail was chronicled in the movie Dolphin Tale. Thanks to their social media and public relations teams' relentless work to get Winter's story shared with local media outlets, she eventually became the star of a hit film (seriously, rent this movie).
In light of the Aquarium's newfound fame, Potts talks about their strategies for maintaining the momentum of the Dolphin Tale films by investing in social media more than ever. In particular, they've experienced a lot of engagement by live streaming video of their animals on Facebook Live, Periscope, and Snapchat. (You can learn how to master Facebook Live with the help of this free guide.)
"[Live-streams are] not super-rehearsed. They really are authentic. We focus on the animal, we focus on the story, and we don't script it. We have an outline of what we want to be reviewed during the live webcast, but we make sure they're naturally delivered. They're really not rehearsed. They just happen. We do schedule and plan them, and we do know what's going to be discussed, but we make it really authentic. It's a one-take deal."
- All organizations have a story to tell, whether it's about their mission, an individual, or a certain achievement. Give it the direction it needs to garner attention from media.
- Don't just talk about yourself: Get others to talk about you on social media and in the press to earn more attention. (Here's a handy PR guide to help with that.)
- Live streams should be raw, unscripted, and authentic: You can practice using the technology, but ultimately, remain flexible to allow room for more genuine content. (Check out this live streaming checklist before you get started.)
- Don't be afraid to experiment with how and where you're sharing video content. For example, the aquarium turns over their Snapchat to trainers working with animals 1:1 so followers can see how the aquarium helps marine life up close.
- Learn about your audience and where to reach them: For the aquarium, it's mothers on Facebook.
2. Online Marketing Made Easy with Amy Porterfield
How to Get Started with Facebook Live
This episode of Amy Porterfield's marketing podcast features Kim Garst of Boom Social, where they discuss best practices and strategies for using Facebook Live. Main themes of this episode included determining how often to broadcast, apprehension about broadcasting live and making mistakes, and uncertainty about measuring success.
"I think the reason live video is so impactful (again, this is my opinion and what I’ve seen through my personal experiences and watching other people) is that people are so attracted to people who are not just real, but people that are relatable. In other words, they can see themselves having that issue."
- Consistency is a contributor to successful live streams: Create a regular schedule on Facbeook Live or Periscope to expand your reach after you stop broadcasting live.
- Carefully choose your broadcast's headline: Remember, this is an opportunity to grab more attention from followers.
- Incorporate an offer into pre-outreach for your Facebook Live event. For example, tell followers that you'll be giving away promo codes, ebooks, or checklists that they can only download if they tune in.
- Have a strategy to achieve a specific goal for every single broadcast, and don't just talk for the sake of sharing.
- Find a way to capture people's attention while they scroll: Facebook only counts "Views" as users who watched for 10 seconds or more.
3. Social Media Marketing with Michael Stelzner
Content Creation Hacks
In the interview, Westergaard discusses the fact that everyone knows they need to create content, but not everyone knows how to do it most effectively. Many content creators don't operate with a comprehensive strategy, which can make people object putting in the work to make content pay off. Westergaard mentions the term "checklist marketing," which he says refers to marketers tackling every new marketing strategy like an item on a to-do list without objectives or strategy in mind.
"You have to gamify it a little bit and think about, if you're creating one thing, how many more things can I create out of this? ... By planning one piece of content, I create many."
- Try a team approach to social media content creation to both share the workload and curate a diverse array of content -- even from colleagues who aren't marketers.
- Experiment with user-generated content: Develop a campaign around an event or hashtag so your followers are sharing photos and messages that you can share with your networks.
- Repurpose content: If you're writing a blog post or designing an infographic (here are some helpful templates for that), find a way to create smaller pieces of it that can be used as social media posts. Additionally, you can string smaller pieces of content together to create an ebook or guide.
- Take part in #TBT: Align your older content with current events and re-share it on social media. This takes advantage of nostalgia marketing and re-promotes content you've already created.
4. Savvy Social Podcast with Andréa Jones
How to Network with People on Social Media (Without Feeling Weird About It)
Andréa Jones looks into one of the ways that brands could grow their social audiences without buying ads: networking. It can sometimes feel strange meeting others on social media just to prospect for potential customers, but Jones covers a range of methods to make it easier.
The podcast had a Q&A style structure, where Jones' LinkedIn followers asked questions about creating a brand presence on social media.
"The premise is simple: meet people on social media who would potentially give you money for your 'thing.' Simple yet incredibly challenging to execute because as soon as we start talking about what we do, it can feel… icky."
- Have a people-first perspective. Don't get spammy -- be confident in the value of your offering and trust that organic social media marketing will be more effective than getting in your customer's faces.
- Understand the needs, wants, desires of your customers. Emphasize the ways your products or services will impact your network more than emphasizing yourself.
- List what you do on your personal profile. You can share your work updates, anniversaries, and announcements on your profile to build your personal brand. This could make consumers curious about your company and want to learn more.
- A company's social presence should reflect the brand's personality. Keeping a consistent and reliable brand presence will help engage your target audience and lead them to connecting on social media.
5. TED Radio Hour with Guy Raz
Why Do We Like What We Like?
- Filmmaker and Producer of Super Size Me Morgan Spurlock discusses how brands impact our purchasing decisions.
- Management Advisor and Author Joseph Pine touches on the power of authenticity.
- Ogilvy & Mather Group's Vice Chairman Rory Sutherland explores the real versus perceived value of different products.
Their discussions are varied and well worth the full listen, but the overarching theme was how brands' perception impacts their success (or lack thereof). Pine mentions that customers make choices because they're bought into the dreams and imagery surrounding big brands, and that once they start using the product, they start to believe the message.
"Ubiquity is the death of authenticity."
- Take advantage of the opportunity to cultivate and promote what makes your brand unique. There's always room for bragging on social media -- just do it in moderation.
- Be authentic and real, but don't say that's what you're doing. Consumers want authenticity, not disingenuity.
- Tell stories with a sense of place to drive greater authenticity: Set the stage when sharing blog posts, updates, and videos on social media so followers can see the kind of activities your organization is up to.
- A/B test different types of post on social platforms to see how they perform comparatively: Consumers don't objectively think a product or service is good or bad -- branding and marketing messages impact their perception, and that's in your hands.
6. The Growth Show with Meghan Keaney Anderson
Episode 100: Guy Kawasaki's Unconventional Advice on Growth
In this episode of The Growth Show, HubSpot CMO Kipp Bodnar sat down with Canva Chief Evangelist Guy Kawasaki to discuss Instagram Stories versus Snapchat Stories, Facebook Live video, and organizational growth challenges.
During the discussion, Kawasaki admits that he prefers Instagram to Snapchat due to its superior content discoverability features and analytics options. And when it comes to Facebook Live, he is bought in.
In fact, he mentions that while taking a break from streaming on vacation, his Facebook reach was only 400,000 users, versus the 1 million users he sees when he's streaming regularly. (Spoiler alert: He also lets listeners in on his secrets to greater engagement during live streams -- but you'll have to listen to find out what they are.)
"I don't want positive, supportive, wonderful, reinforcing engagement on social media. I want any kind of engagement."
- Facebook Live drives greater engagement and reach than publishing recorded video or sharing a YouTube link.
- When you're streaming live on Facebook, have a second screen (and ideally a teammate) available to see what comments or questions are rolling in from your audience so you can answer them live.
- Ask your audience questions while you're streaming live to increase comments, Likes, and followers.
- Publish regularly and frequently to increase engagement on social media platforms.
7. Maximize Your Social with Neal Schaffer
The Influencer Marketing ROI of Creating and Publishing a Roundup Post
Influencer marketing can be a great way of reaching new audiences, so Neal Schaffer and Codrut Turcanu look into the value of using influencer marketing to promote roundup posts. When blogs post lists of offerings, they are making what's known as a roundup post or crowdsourced article. An example of this might be "The 7 Best Ecommerce Software in 2019" or the blog post you're reading right now!
Influencers can be excellent marketers as they have engaged audiences and can share content directly to them, leading to a lot of traffic. Schaffer and Turcanu discuss what the ROI of influencers sharing roundup articles to their networks.
"You want to ensure you’re engaging with the right people with the biggest impact."
- Think of the end result. It can be time consuming to find bloggers or influencers to promote your product or service, but if you know what your goal is, then you can start compiling the right lists of leads and partners to get going.
- Identifying the right influencers is crucial. It's important to find and engage the right people that have the greatest impact on your target network.
- Roundup blog posts are beneficial for connecting with wider audiences. These kinds of posts pick up traffic from the organizations, services, and thought leaders featured in the article.
- Roundups put you on the radar of influencers. Publishing a crowdsourced article helps build relationships and build your social community.
8. Hashtagged with Jordan Powers
Focusing on Creating Content and Community Versus Being an Influencer with Dan Joyce
In this episode of Hashtagged, host Jordan Powers interviews Dan Joyce, a content creator on Instagram, about the cultivation of vibrant and engaged social media communities. Joyce was one of Instagram's very first users.
They swap stories about how they started using Instagram first as a creative outlet, and then eventually as a tool for content creation and personal networking. As a professional content creator, Joyce initially began experimenting with Instagram, but it's since evolved into a powerful network that photographers and other content creators can harness:
"[The] platform has provided a breadth of knowledge about photography and content creation in a way that makes big social network a lot smaller ... There are so many types of content being shared on Instagram, it's created its own ecosystem."
- You can't force becoming an influencer or thought leader, even on social media. Share lots of unique and creative content to grow your social network, and followers will come after.
- Individuals and brands can use Instagram as a more professional portfolio of photographs and Snapchat as a more lighthearted photo log of their day-to-day.
- Experiment with the types of posts you share on Instagram: Powers found that when his posts are more about content creation than networking, they end up performing better. (Here are 18 photo and video ideas for Instagram to try.)
9. Inbound Marketing Today with Neil Brown
7 Social Media Mistakes Companies Make & How You Can Avoid Them
Inbound Marketing Today is hosted by Neil Brown, founder of the Brown Creative Group, and in this episode, he discusses common mistakes businesses are making on social media:
- Treating all social media sites as if they're the same and not changing up how you share content.
- Too much automation.
- Not posting on social media frequently enough.
- Not responding to questions or comments.
- Deleting negative posts, comments, and reviews.
- Trying to be active on every social media channel.
- Not having a lead generation strategy.
"You want to use automation to make marketing more efficient, not to appear as a bot. Social media should be social."
- Social media is an arm of your customer service team: Aim to be helpful, positive, and delightful to your customers.
- It's better for engagement to have a comprehensive strategy for only two social media platforms than to post at random on all platforms.
- Maintain your voice's authenticity. You're a human speaking for an organization, so don't forget to be real, and connect with people when they seek assistance or give feedback.
10. Social Pros with Jay Baer and Adam Brown
Why Most Social Media Writing Sucks & How to Fix It
In this episode of Convince and Convert's Social Pros, hosts Jay Baer and Adam Brown interview Josh Bernoff -- chief troublemaker at Without Bullsh*t -- about writing quality content for social media.
Bernoff's mission is to eliminate convoluted writing from marketing, and he thinks it's a challenge because we were rewarded for writing long papers when we first learned to write in school. Now, that experience is impacting social media posts, press releases, and blog posts in a detrimental way.
"You're not creating art. You're creating effective communication, and there's nothing wrong with doing that simply and directly."
- Get to the point. You should aim to say what you mean in the first 2-3 sentences of whatever you're writing.
- Adopt Baer's ROAM content marketing checklist: Who are the readers? What are your objectives? What follow-up action do you want to inspire from the reader? What impression will people have of your organization when they read your content?
- Always have another set of eyes look over your content, even Facebook captions. Never publish a first draft.
11. #AskGaryVee with Gary Vaynerchuk
YouTube Growth Strategies, Business Risks & VanyerMedia's New Office
In his podcast #AskGaryVee, Digital Marketing Expert Gary Vanyerchuk answers questions from his followers (delightfully coined "VanyerPeeps"), and his entertaining responses make it worth the listen. At the beginning of this episode, Vanyerchuk answers questions from a VaynerPeep about strategies for hacking YouTube growth.
Vanyerchuk believes that for all content creation -- be it blog, video, or social media -- the distribution is more important than the creation, and that those priorities are often the opposite to modern marketers. It's not enough to write a great blog post, or produce a great YouTube video: it has to be seen and picked up by the right people, and that won't happen unless you hustle for it.
"You have to continue to bring value and produce good content, but you also need people to know about it."
- Try collaborating with other YouTubers or influencers in your space on social media. If you can't offer them exposure, what can you offer them in exchange for their partnership? Always offer value.
- Use targeted hashtags on Instagram to grow your audience there. Do some research to determine which tags are generating the highest levels of engagement.
- Join forums within your industry communities to develop a network of support that you can reach out to for social sharing, promotion, and participation in your social media campaigns.
Duration: 17:55 (YouTube answer ends at 8:00)
12. Manly Pinterest Tips with Jeff Sieh and Erik Fisher
Pinterest Growth And Instagram Shoppable Posts
Pinterest is growing, and organizations can really benefit from marketing on one of the biggest media brands. Jeff Sieh took a look with Erik Fisher at how to best connect with Pinterest's quarter of a billion users around the world as well as shopping on Instagram.
"According to a Nielsen study, 98% of Pinners, they go out and try ideas that they find on Pinterest. And that’s way more than 71% of the other social media platforms."
- Pinterest is a place to reconnect with yourself. Compared to other platforms where the idea is to connect with other people, Pinterest is for keeping track of things that you like. Driving traffic from Pinterest therefore reflects a genuine interest in your offering.
- On Pinterest, you're not competing with social content. Since Pinterest isn't a typical social networking platform, your products won't have to compete with videos of your friends' kids for your feed's attention.
- 98% of pinners go out to try ideas they find on Pinterest. Promoting a product on Pinterest makes a ton of sense -- consumers are turning to their pinboards to make purchasing decisions.
- Instagram Shopping is hot. As a consumer, you can seamlessly buy items off Instagram Stories, and as a seller, you can track consumer behavior in your Instagram store.
13. Social Media Social Hour with Tyler Anderson
Behind the Data: A Quantitative Look at the Future of Social Media
In this episode of Social Media Social Hour, presented by Scoreboard Social and Casual Fridays, host Tyler Anderson interviews CEO of the Social Fresh, Jason Keath, to discuss the outlook of the future of social media. Social Fresh recently conducted a survey of over 500 participants about how brands are measuring, or not measuring, the ROI of their social media strategies.
Anderson and Keath discussed many of the findings in the report, with results often circling back to the outlook that video will continue to dominate social media in terms of engagement and ROI. This episode provides in-depth analysis and conversation without being too lengthy, with lots of helpful tips and actionable next steps for listeners along the way.
"No one is seeing a return on what they're doing on Snapchat right now... but people are passionate about the engagement opportunity."
- Prioritize social networks that deliver the greatest ROI: According to the report, those networks are Facebook, Twitter, Instagram, and LinkedIn (in that order).
- Instagram is projected to overtake Twitter in terms of popularity and ROI. Keath speculates that it's because Instagram is less saturated than Twitter, which leads to greater engagement.
- Get the ball rolling on a video strategy: The number of respondents creating video assets on a monthly basis is growing -- it ranked third for assets marketers are creating after images and blog posts.
Are you a social media marketer? What podcasts do you listen to that we missed? Share with us in the comments below.
Originally published Jul 9, 2019 3:00:00 PM, updated July 09 2019