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 Vanner, truck and
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Simon Senek, but you've probably never
heard from the majority of our guests.
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That's because the bulk of our interviews
aren't with professional speakers and authors. Most
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of our guests are in the trenches
leading sales and marketing teams. They're implementing
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strategy, they're experimenting with tactics,
they're building the fastest growing BTB companies in
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the world. My name is James
Carberry. I'm the founder of sweet fish
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media, a podcast agency for BB
brands, and I'm also one of the
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CO hosts of this show. When
we're not interviewing sales and marketing leaders,
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you'll hear stories from behind the scenes
of our own business. Will share the
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ups and downs of our journey as
we attempt to take over the world.
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Just getting well, maybe let's get
into the show. Welcome back to be
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tob growth. I'm Logan lyles with
sweet fish media. I'm joined today by
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Olivia Shaw new. He is the
the CMO and Co founder over at loom
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maps. Olivia, welcome to the
show. Has It going today? Oh,
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I'm fine. Thank you, very
good, very good day. Awesome,
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Olivier. We're going to be talking
about some specific strategies in building out
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brand advocates within your company today.
As we get into that, I would
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love for you to share a little
context with listeners, background on yourself and
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what you and the team at loom
maps are up to these days. Yes,
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so, as you have seen with
my beautiful French extant and the French
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guy, and as we say,
so you don't talk too if this is
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my flock company, mainly ninety,
being out of mini companies in ninety like
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consulting, and know we've been maps
on the SOS to a market. I'm
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married, a free a nice dutiful
daughters and dedicated to the three maps company.
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No four, five or six years
maybe in my role, my role,
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it's I've got to make me show
as a founder, one is to
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take care about extension in a Japan
and JAP that region, but it's not
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that to pick of today. On
the second one, it's about marketing and
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the thing. It's more up to
a conversation today. Yeah, absolutely.
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So can you get us a little
bit of context what you and the team
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at loom maps are up to?
What who you guys serve? For a
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little bit of context? Yes,
so we sell many internal communication people marketing
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on eature. So if I want
to try to resume what we're doing or
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commission, it's really to, let's
say, on power companies with a technology
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so they are able and to enable, in fact, knowledge sharing and to
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increase productivity. How we do that? We do that with a platform,
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so that we created. We have
many product but let's our main product,
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flagship product, is a social intranet
that serve all on precommunication within a company.
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So we try at the end to
centralize all work related to let's a
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communication, for sure, but also
to surface all the business apps that on
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ployees need on day to the busies. Let's assume maybe you're using Microsoft US
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sixty five or your MIASIC, using
the stry it or slack or tools.
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You have in one unique platform.
Viability to have your communication plus all the
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business apps you need on daily basis
to work on, to to do your
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job. But I think we are
going to talk about more social allocacy.
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So another product for company is really
related to to a social advocacy. This
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will focus more on what we could
on Poe engagement. So the goal here
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between be behind this. The solution. It's to give every single on put
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in the company to have a simple
tool in just one click to share every
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important content, to news update externally, to give a next down vision of
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what a what is that for needing
to competit. So at the end,
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if I want to resume, we
do social locacy, we do intranet,
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but we try, or mission is
to try to turn everyone pretty into a
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grand advocate of your competent that's that's
what we we you know, I've got
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a French company. I don't mention
the name here, but they're doing some
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some blesses, very, very famous
French company. There's so many people very
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products of company. So what we
give to them and gives opportunity? No,
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everyone pretty is as communicating on daily
basis to their social network, linking
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twitter, facebook, whatever val using, and they're all brown advocate of the
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company and that was not before something
feasible, before we put in place the
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project. We the French company,
for example. Yeah, makes yeah,
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yeah, totally makes sense. I
want to come back to the point you
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just made about one of your customers
making it easy for employees to share content,
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but we will come back to that
in in a few minutes. One
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of the things that you mentioned there, Olivier, that I just relate to
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a lot is, you know,
consolidating the communication and all of the different
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APPs that we use for communication internally
on a daily basis. And you know,
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I'm part of a small team of
about twenty five or so. For
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larger organizations, I know that it
just becomes more and more complicated. So
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I love that you guys are some
find that. Let's talk about this idea
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of brand advocates. You mentioned customer
that count a change recently and they've been
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able to use the strategy much more
effectively. In your opinion, as you
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talk to customers and companies, what
are some of the big areas where they're
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missing out an opportunity when it comes
to developing brand advocates within their organization?
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So let's say we can have mini
reasons for that. One of my trust,
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personal trust, its leadership. I
think if leadership is in leading by
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example, that can be an issue. So that's a first to pick.
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In by that it's really important,
but leaders are involved and on show the
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good road to success. On this, I think to want to pick.
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After all, leadership can beat content
if you or your company, your company,
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doesn't produce enough good content. But
something that's going to be a difficult
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to build broad okay, because you
don't sell all your employees the good content
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with it. I think also there
is a cultural also cultural can be thought
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to pick leadership content culture. I
mean if if you're afraid that your employee
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may say it's not favorable, if
you're unpretty, are not engaged as your
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foot so let's meet as a culture
behind the sharing and brand avocate is not
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here, but felt to pick.
So Ye, content leader ship culture.
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I think last one, it's because
you don't have the right tools, because
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if you don't provide a good solution
platform to do that, that can be
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a big, big issue for your
prease. You have a good content,
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you don't ship our showing the good
example, but it's going to be a
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unorganized kind of mess because there is
not to strategy behind so you need to
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write tools. Yeah, Olivia,
I love the way that you succinctly wrap
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those up. You know, we've
got leaderships, input on building brand,
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advocates, empowering folks with content,
the issue of control and then tools to
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make it easy. I'd like to
ask you a question here on number three,
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because this control aspect, the idea
that, okay, here are your
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five list of approved tweets and nothing
can be outside of that. I see
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a lot of companies that that want
more engagement on their social media channels and
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their employees sharing the content is is
a great way to build that, but
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at the same time they want to
play so much control over it that they
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don't enable employees to actually do anything
and do anything organically. That balance of
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control or letting go a little bit
to empower folks to share the content that
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you're empowering them with. How do
you see some companies manage that balancing actor
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or this issue of control? Very, so many ways to to balance that.
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So we are so many different experiences. I think when it comes to
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company, it's not a personal twitter
or linking where you can do everything.
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If you're going to advocate on noumber
sadder. That's normal in some how that
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there's a little goovenance. I think
that's the right time in English from the
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company. That doesn't mean company control
everything, but company can suggest put in
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place rules, tools, whatever process
to provide you on daily busies, one
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two free article, block post news
and such as, things to pass after
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if, again, as the right
content is here. As a non prayer,
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I would be more than happy to
to shovel, but doesn't mean that
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uncloy you cannot take their own action, not guide by the company, but
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you need a minimum of guideline.
If you're big retailers, maybe there is
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things you don't want to to see
externally. If you'll be the bigger company
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in farmactic goals, these maybe things
to avoid, to mention next only.
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So that's normal that a little goovenance
will take in place. So that's what
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we try to offer with your solution. It's to give everyone capacity to do
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things on their own, but also
to provide the good content to the good
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people, very well targeted. So
people feel concern and they want to be
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bold advocates. So this is a
kind of fields of makes yeah, absolutely,
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you make a good point about the
industry that you're in. Understanding you
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know specific content regulations in those sorts
of things that are going to apply to
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certain folks in certain industries. You
know more heavily than others. You know,
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I question, Olivier, that I
asked a previous guest here on the
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show. Carry held from sea going
Gail. We were talking about something similar
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recently here on the podcast, and
that is the connection between employee engagement and
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brand advocacy. It seems like folks
sometimes want to jump to developing brand advocates
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and they skip the step of employee
engagement. Can you talk a little bit
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about the connection between the two and
how leadership can can leverage employee engagement to
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build brand advocates without skipping that engagement
step? Yeah, I think you're right.
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The first and the most important,
but here it's to take a personal
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engagement. Shouldn't have engagement that's you
can have the best rous you can have
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whatever you want to eat. Will
Not work and don't put you with engage.
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As I said, we s French
Company believings a company. Yeah,
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they loves a company mission. They
like to if it would be more likely
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to promote the world across social sellars
or whatever. So if people are here
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on and we've an engagement, this
is the main key topics, I think
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for me. So after for sure, if engagement is low, that's something
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you need to work before launching every
kind of social advocacy program or solution to
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to the it is the end.
But engagement is the first three, first
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top in reverse. If engagement is
is very high, that's the right moment
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to think about that. And after
the Su want to pick. You have
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to address it again. Content EAD, she contented to what. We mentioned
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it all bit before. But content
to that mirror your value, to mirror
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everything. That is your mission on
everything, with a very simple way to
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address baton to execute back from please. I think this is the key.
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It's a drivers or key in future
you need. So engagement first. If
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engagement is low, first work on
engagement. Engagement is light is I work
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after on content and provides the good
and easy solution to put in place.
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I think this is how I would
try to resume your pushing. That makes
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a lot of sense. Solid the
A. can you speak a little bit
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more to you know, number two
in the for key components you mentioned earlier,
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brand, a vacacy about content,
maybe some low hanging through where HR
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and marketing teams can go to look
for, you know, content to feed
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their brand or employee advocacy programs.
Often Times they may be thinking, what
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we need to create all sorts of
new content for this, but you mentioned
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that there are, you know,
some ways that they can repurpose existing content
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and some places they can go to
make content easily shareable and, like you
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said, not ask people to share
stuff but not give them the content in
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order to do so. My true
believing if you look at the market,
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it's very fragmentic market, meaning by
that the content in in, I don't
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know, knowledge base on intranet somewhere
in a tool. And after all,
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you have as a if you think
about user experience and of our tool for
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over content, and you have civil
tools for civil type of content on top
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of that. At one time we
are going to provide you another solution that
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is dedicated to Bunger bocuse. So
it's a very fragmented market in term of
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solution. It's a very fragmented user
experience because of the multiple tools you make
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it all vision. It's its efficiency
is the beginning. It's we started,
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as I said, we intranet.
So also content, to believe, reach
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for unper advocacy. It always exists. You don't have to recreate it's here.
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It's someone publish something about a new
product in your company about to cooperate,
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news about, I don't know,
blockbust. That is interesting and and
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after again, with little governance,
it's here. It's not even you to
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us up to allow external sharing on
that. So this is the first thing
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too. In a vision. You
don't need to create content, because content
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easy on, is existing. After
it just to repropose company news, but
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First Industry News, and I don't
not on Lo everyone pretty. I'll just
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one click away. And this is
what we want to offer. It's this
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platform where you got the news,
you have the content. Know rich phase.
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Everything is Rize in one click.
You just one kick away to push
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on your linking account, on your
twitter or whatever social media media you may
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use. So again, this is, I think, really key here,
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because you don't have to create an
Extrac extile work on extra content unless you
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have to. It's here, it's
existing and just one click away to two
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publish it. So this keep it
simple and stupid in the kiss approach is
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very strategic false yeah, let's go
back. Oliviate is something we talked about
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kind of the other side of the
control. You know, as you've pointed
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out, they are kind of for
key components to building your brand advocacy program
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leaderships, input content, as we
just talked about their control and tools,
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the other side of control. Earlier
we talked about the fact that a lot
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of companies need to put up guidelines
in this area and I am of the
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opinion that sometimes they go a little
bit too far. But that's right.
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Same time, they are trying to
push people to share content and there's a
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fine line there between empowering people with
content that they feel engaged with and they
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feel proud about sharing and making it
feel like a mandate or making it feel
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like a burden. What some common
advice that maybe you guys give to your
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customers, olive a, on how
to strike that balance between empowering folks but
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not making it feel like a burden
to share content through this brand advocacy push?
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That's a complex to pick, I
think. As I mentioned content earlier,
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that's one for sure, so so
long. Big One would be the
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tools. On My side we have
Vido multimillion that OB business on. But
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so this is a too key believer. But I have its content ont suping
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what needs to after company. As
I said, too much content, too
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much data. It's every way too
much, too cross department. They found
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function. So that's also something to
take care of because of this, as
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they said, fragmented content that people
are using more than sixty tool they have
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contents, but everywhere they have data
coming from it. SOCIS so I think
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this is also a kind of an
important point. Yeah, mention, you
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know, the consolidation olive a earlier
and you talked about, you know,
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the user experience, and you know
folks can't see my video, but I
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I was nodding very affirmatively when you
said that because, you know, one
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of the things I think to make
it not feel like a burden is is
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what you mentioned earlier. Just making
it easier on them, making it not
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a fragmented, you know, user
experience that's full of a lot of friction.
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If you can remove some of that
friction, you're likely going to change
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the mindset of folks. You know, even if they like the the content,
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they're comfortable sharing it, if it's
tough to do then they're going to
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associate it with some negative emotions.
But if you make it easier than you
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can get the ball rolling sometimes a
little bit quicker. That's right, this
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is really about to fall. It's
initially it's connected everywhere in a see blue
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00:18:11.599 --> 00:18:18.990
way, but, as another musician, this is a main topeak of foot
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betray to it. He was.
He's a few yeos. We we've aught
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tools on that. We've or protect. I love it, Olivier. This
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has been a great conversation. I
like that you're advocating for, you know,
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employee engagement before brand advocacy and making
it easier for folks say. I
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like the way that used to simply, you know, put it into the
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four key components there that we've talked
about throughout the conversation here. Olivier,
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if anyone listening to this would like
to stay connected with you, reach out
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00:18:47.130 --> 00:18:51.730
and asking follow up questions or stay
connected or learn more about what you and
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00:18:51.809 --> 00:18:53.049
the team at loom maps are up
to, what's the best way for them
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00:18:53.089 --> 00:18:57.640
to go about doing that? We
have been talking about social looks, tweetinking.
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00:18:57.680 --> 00:19:02.440
I can reach me by linking.
You can find me easily. Olivier
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00:19:02.559 --> 00:19:07.799
Shaleu, you sho search us and
me and you made or whatever social media.
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00:19:07.799 --> 00:19:10.710
It's a good way to reach two
for sure. I would replay every
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time. Awesome. Will Make It
easier for folks and put your linkedin profile
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right in the show notes so you
can click that and send. That's perfect.
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Thank you. Yeah, absolutely well, Levier, this has been a
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great conversation. As I mentioned,
thank you so much for being a guest
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on the show today. Thank you
again. It's of visual from years.
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Thank you. Hey, everybody,
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