Transcript
WEBVTT 1 00:00:05.320 --> 00:00:08.310 Welcome back to be to be growth. I'm looking lyles with sweet fish media. 2 00:00:08.390 --> 00:00:11.910 I'm joined today by Daniel Coo. He's the director of marketing over a 3 00:00:12.029 --> 00:00:14.630 post beyond. Daniel, how's it going to day? Man? It's going 4 00:00:14.669 --> 00:00:17.870 pretty good. Can't complain. Awesome, man. So we're going to be 5 00:00:17.949 --> 00:00:22.460 talking about getting your employees active on social you know, we got a ton 6 00:00:22.539 --> 00:00:27.420 of engagement when James R CEO shared about what we're doing with our evangelist program 7 00:00:27.620 --> 00:00:31.219 here at sweetfish. So I'm excited to dive into this because this is something 8 00:00:31.260 --> 00:00:35.700 that you guys are actively looking at producing content on, because it's an area 9 00:00:35.729 --> 00:00:39.570 where you help a lot of companies. So you guys are uniquely positioned to 10 00:00:39.689 --> 00:00:42.289 speak on some of this stuff. But before we get into that, we 11 00:00:42.490 --> 00:00:45.689 like to get to know our guests a little bit and Daniel, I'm curious 12 00:00:45.729 --> 00:00:49.130 during this time of quarantine, social isolation, all that sort of stuff, 13 00:00:49.250 --> 00:00:53.359 have you picked up any new hobbies during quarantine or anything like that this year? 14 00:00:53.640 --> 00:00:56.719 You know what? Walking has been a game changer. I used to 15 00:00:56.759 --> 00:00:59.840 take it for granted. I used to just walk to work or just go 16 00:00:59.920 --> 00:01:03.640 to grocery store and calling a day. Now I'm walking for forty five minutes 17 00:01:03.679 --> 00:01:07.069 in the morning, during lunch after work and I kind of have a goal 18 00:01:07.109 --> 00:01:11.269 of getting too tenzero steps every day. So that's definitely a new habit picked 19 00:01:11.269 --> 00:01:15.230 up and hopefully it continues after everything settles down. Yeah, that's awesome, 20 00:01:15.230 --> 00:01:18.430 man. My wife got me a fitbit for our anniversary, so I'm on 21 00:01:18.510 --> 00:01:23.060 that tenzero steps a day goal and it starts buzzing every time I hit it. 22 00:01:23.500 --> 00:01:25.260 You know when I'm getting ready to go to bed and it's like you 23 00:01:25.379 --> 00:01:27.219 only have fifteen hundred more steps to go. I was like, yeah, 24 00:01:27.219 --> 00:01:30.420 I'm not going to hit that today, but I'm with you doing a lot 25 00:01:30.459 --> 00:01:34.650 of walks around the neighborhood. Walking the dog has definitely been a part of 26 00:01:34.810 --> 00:01:38.090 everyday life for me as well. Well. Daniel, let's talk about this. 27 00:01:38.170 --> 00:01:42.290 I alluded to it a little bit during the intro. With the pandemic 28 00:01:42.409 --> 00:01:47.959 this year, in the way that things have shifted from in person to online 29 00:01:47.959 --> 00:01:51.799 in a lot of different respects. We've talked about it for field sales people, 30 00:01:51.840 --> 00:01:55.719 obviously on the marketing side with events. How have you guys seen it 31 00:01:56.000 --> 00:02:00.430 impact the role of team members getting active on social from your perspective before we 32 00:02:00.590 --> 00:02:05.750 dive into kind of how to go about it. If if you think that 33 00:02:05.909 --> 00:02:08.310 there's some room for your team to grow in this area. Yeah, it's 34 00:02:08.349 --> 00:02:13.509 definitely interesting aspect of Employe. Abviously, I think when the pandemic started to 35 00:02:13.550 --> 00:02:15.340 hit, you're like, what is going to happen, because there was no 36 00:02:15.460 --> 00:02:20.740 playbook to address this. But what we saw with the weeks after the pandemic 37 00:02:20.860 --> 00:02:25.300 was announced that usage on the platform and people actually sharing content actually increase by 38 00:02:25.460 --> 00:02:30.129 thirty percent. What we heard from customers, as well as prospects, was 39 00:02:30.210 --> 00:02:31.849 that they were like, Hey, you know what, we cannot attend the 40 00:02:31.889 --> 00:02:36.370 event, we can't get on an airplane, we can't do handshakes. We 41 00:02:36.490 --> 00:02:39.969 need another way to reach our customers, engage your customers and have conversations, 42 00:02:40.289 --> 00:02:44.050 and the best way we can have our sales team and employee to do that 43 00:02:44.400 --> 00:02:47.080 is to activate them on social media. So we definitely saw a bit of 44 00:02:47.120 --> 00:02:52.080 an increase with people using social media and wanting to get their message out there 45 00:02:52.360 --> 00:02:55.000 through their employee voices. Yeah, so you mentioned some of the reasons that 46 00:02:55.879 --> 00:03:00.710 accelerated this for organizations that haven't really adopted it. What were some of the 47 00:03:00.789 --> 00:03:06.229 the other reasons that you think companies who weren't there yet didn't have this sort 48 00:03:06.229 --> 00:03:10.069 of program like we call in Evangelist Program some people call employee advocacy. What 49 00:03:10.189 --> 00:03:13.939 were some of the things that were holding them back? Was it just, 50 00:03:14.259 --> 00:03:16.419 Hey, we're always doing the events or team members are getting in front of 51 00:03:16.460 --> 00:03:22.340 people one to one, so we're not really as concerned about them generating reach 52 00:03:22.780 --> 00:03:24.539 online? Do you think that was it, or there other factors kind of 53 00:03:24.580 --> 00:03:28.650 holding people back? Yeah, I think there's definitely a component of that. 54 00:03:28.849 --> 00:03:31.849 Right. I think the customer forces the change and because of the increase of 55 00:03:31.930 --> 00:03:36.530 social media, they're online a lot more, just like you and I with 56 00:03:36.610 --> 00:03:39.729 our APPS and social media and everything else, and they're online consuming content, 57 00:03:40.250 --> 00:03:46.719 reading blogs, watching videos and listening to podcast so because they are online, 58 00:03:46.240 --> 00:03:50.759 company need a better way to reach them out and when, typically a down 59 00:03:50.800 --> 00:03:53.840 turn happens, marking budgets get cut. So you need an efficient way to 60 00:03:54.039 --> 00:03:59.110 get your message across. And what better way to get employees were already working 61 00:03:59.189 --> 00:04:01.629 for you. They're engage with your brand. They know exactly what your product 62 00:04:01.669 --> 00:04:06.310 or service is about and exactly where your brand is about. So enabling them 63 00:04:06.509 --> 00:04:11.099 to get your message a process singly the right path, right. I think 64 00:04:11.139 --> 00:04:15.699 also in recent months we've seen a lot more companies be more receptive to social 65 00:04:15.780 --> 00:04:18.019 media, which is a bit more taboo in the past, for example, 66 00:04:18.139 --> 00:04:24.060 like financial services or pharmaceuticals, and we're seeing that they're looking for how to 67 00:04:24.180 --> 00:04:29.569 drive employee adoption by using social media policies and training. So I think there's 68 00:04:29.610 --> 00:04:33.009 more of a likelihood to use social because of customer itself and I think more 69 00:04:33.129 --> 00:04:38.370 people are perceptive people just like you and I. They don't want to engage 70 00:04:38.410 --> 00:04:42.079 with a faceless friend anymore. Right. They don't want to engage with the 71 00:04:42.160 --> 00:04:45.240 logo. You can't really trust the logo. There aren't any eyes on the 72 00:04:45.319 --> 00:04:48.319 logo. What they prefers the human connection, and when you're socially isolated, 73 00:04:49.000 --> 00:04:54.389 the likelihood to engage with the human is much more intense because you can actually 74 00:04:54.389 --> 00:04:57.670 have a once one conversation, you can look them in the face for or 75 00:04:57.750 --> 00:05:01.310 their social photo and you can have that engagement where you typically you wouldn't have 76 00:05:01.430 --> 00:05:04.870 that so far. Yeah, that's really interesting, Daniel. I think I 77 00:05:05.670 --> 00:05:09.259 picked out a couple things from what you were just saying. I mean we've 78 00:05:09.259 --> 00:05:13.180 been saying on this show for a while now in internally here at sweetfish that 79 00:05:13.259 --> 00:05:16.100 people connect with people more than they do with logos. It can be a 80 00:05:16.259 --> 00:05:20.850 more efficient way to to evangelize the brand. You know, I've had people 81 00:05:20.970 --> 00:05:25.449 literally come and and check out sweet fish and say, man, you guys 82 00:05:25.449 --> 00:05:29.810 don't have many followers on your sweetish media linkedin page, and then I say 83 00:05:29.930 --> 00:05:32.490 hey, go look at our CEOS page, look at my feed and you'll 84 00:05:32.490 --> 00:05:36.879 see tons of people engaging, lots of followers but also, more importantly, 85 00:05:38.040 --> 00:05:42.079 people engaging with the content and even more important than that, hey, I 86 00:05:42.160 --> 00:05:45.759 run sales here at sweet fish. People coming into my DM saying hey, 87 00:05:45.800 --> 00:05:48.800 I've been checking out dance content, heard your CEO on this podcast. You've 88 00:05:48.879 --> 00:05:53.350 been in my feed for weeks. That is a direct quote from a prospect 89 00:05:53.430 --> 00:05:57.910 who came inbound looking at sweetfish services here recently. To the efficiency of the 90 00:05:57.949 --> 00:06:01.790 channel, when you get your team members sharing through their personal profiles, I 91 00:06:01.990 --> 00:06:05.860 can speak to just all day long, till till on blue in the face. 92 00:06:05.899 --> 00:06:10.860 Let's talk a little bit, Daniel, about you touched on training and 93 00:06:10.939 --> 00:06:15.540 I think that's an important thing for marketing leaders who are, you know, 94 00:06:15.699 --> 00:06:17.930 who believe in this. They believe what you and I are saying that people 95 00:06:17.970 --> 00:06:20.610 connect with people more than logos, and I like how you called that out, 96 00:06:20.970 --> 00:06:26.170 especially during times of social isolation. I mean, I felt weird about 97 00:06:26.170 --> 00:06:29.649 it when I saw a brand, a company page, comment on my linkedin 98 00:06:29.689 --> 00:06:32.240 post and like who is this right, who is this really? I don't 99 00:06:32.240 --> 00:06:34.920 know who's running this, why and I don't know why. That's a little 100 00:06:34.920 --> 00:06:39.560 bit different. Brand accounts have done better on twitter. I think about Wendy's, 101 00:06:39.600 --> 00:06:42.759 like phenomenal B to see brand on twitter. But anyway, you made 102 00:06:42.800 --> 00:06:47.230 a good point about social isolization and that kind of expanding on what was already 103 00:06:47.310 --> 00:06:51.269 true there with people connecting with people. But to turn it back internally, 104 00:06:51.509 --> 00:06:56.269 looking at the employees, what do you think have been some of the things 105 00:06:56.350 --> 00:07:01.139 that marketing and maybe hr and different functional leaders need to address to help their 106 00:07:01.300 --> 00:07:06.699 teams be able to adopt this if they're ready to try and activate this channel 107 00:07:06.740 --> 00:07:11.540 internally? Yeah, I think the first thing we always encourage customers to think 108 00:07:11.540 --> 00:07:14.699 about is what's in it for me, so the whip of factor, for 109 00:07:14.819 --> 00:07:16.930 example. What's in it for the employee? Right? I'm a big believer 110 00:07:17.129 --> 00:07:20.649 that you have to invest in your employees skill set and training so that they 111 00:07:20.689 --> 00:07:25.930 can take their role to the next level and also build out their sessional brand 112 00:07:25.970 --> 00:07:30.319 right. These are opportunities for them to highlight their expertise, highlight their professionalism, 113 00:07:30.519 --> 00:07:33.759 highly their subject matter, expertise on social so being able to answer the 114 00:07:33.800 --> 00:07:38.720 question what's in it for me? For your executives, it's because your subject 115 00:07:38.759 --> 00:07:43.439 matter expert and you can shed a positive light about the culture and company behind 116 00:07:43.480 --> 00:07:47.149 your brand. For sales people, well, you're monetized on your influence. 117 00:07:47.230 --> 00:07:53.230 Your ability to reach and engage customers is your is your wifeline. Right. 118 00:07:53.350 --> 00:07:56.910 So your ability to book a meeting, have a conversation that leads to an 119 00:07:56.949 --> 00:08:00.860 outcome, your ability to stay top online with prospects. That's what's in it 120 00:08:01.019 --> 00:08:03.819 for you, right. As well as a customer success or, you can 121 00:08:03.819 --> 00:08:07.980 account management team. The ability to stay with their customers on top of mine 122 00:08:07.060 --> 00:08:11.339 basis is critical for those factors. And then it goes to training. Most 123 00:08:11.379 --> 00:08:15.050 employees, in my opinion, don't know what to share, don't know how 124 00:08:15.089 --> 00:08:18.329 to share or going to where to share right. so that creates a sense 125 00:08:18.370 --> 00:08:20.370 of fear. where, for example, you like to use Elon muscles and 126 00:08:20.449 --> 00:08:24.850 example, not everyone has the ability to tweet something and have it go by, 127 00:08:26.370 --> 00:08:28.879 but if you look at his recent post about his stocks or anything else, 128 00:08:30.560 --> 00:08:33.840 those can come into break regulations and thin ra or even the SEC. 129 00:08:35.519 --> 00:08:39.720 So you want to make sure that training and compliance addresses employees kind of fears 130 00:08:39.879 --> 00:08:43.269 and mindset so they know what to share, what not to share, what 131 00:08:43.429 --> 00:08:48.230 they can or cannot disclose, if you want to remove those barriers so that 132 00:08:48.950 --> 00:08:52.590 the adoption of social media is a lot more easier on that side. And 133 00:08:52.710 --> 00:08:54.470 then you want to train them on best practice. This is what post, 134 00:08:54.590 --> 00:08:58.659 what not to post, when to post, for example. Those are all 135 00:08:58.820 --> 00:09:01.700 great factors, but you also want to think be on posting content. It's 136 00:09:01.700 --> 00:09:05.500 not just about how much content you can share out. It's about looking at 137 00:09:05.580 --> 00:09:11.169 social media holistically. How do you build up the ideal linkedin profile so that 138 00:09:11.250 --> 00:09:13.490 you're seen as a subject matter expert? How do you connect with people? 139 00:09:13.809 --> 00:09:18.289 I hate it when people connect with me and they leave a blank message, 140 00:09:18.769 --> 00:09:20.929 like you want to contextualize the message. So that has to go into the 141 00:09:22.009 --> 00:09:24.720 training componer. Hi Daniel, I'd like to add you to my linkedin professional 142 00:09:24.799 --> 00:09:30.159 network. Exactly. Insert a company I think I can sell you or help 143 00:09:30.200 --> 00:09:33.320 you with. Insert services. Right, yeah, only thing worse than the 144 00:09:33.440 --> 00:09:39.549 can message is then the quote unquote, personalized spam a message. Right, 145 00:09:39.590 --> 00:09:43.669 yeah, I'd like to connect with you because I've been connecting with other like 146 00:09:43.870 --> 00:09:48.350 minded individuals play something like that. But having that approach to social where it's 147 00:09:48.389 --> 00:09:52.179 not just another channel, it's personalized. You build up their linked in profile 148 00:09:52.539 --> 00:09:58.059 and teach them how to have the right context to posting on social media's critical. 149 00:09:58.259 --> 00:10:01.340 I love that you're you're talking about training, going beyond just hey, 150 00:10:01.340 --> 00:10:05.299 here's how you post and here are the important channels. For us, it's 151 00:10:05.299 --> 00:10:07.809 facebook or it's Linkedin, or it's twitter, or maybe it's Instagram, who 152 00:10:07.850 --> 00:10:11.809 knows, maybe it's tick tock, I don't know. But starting there. 153 00:10:11.889 --> 00:10:16.409 But then how do you train them how to how to maximize their impact there? 154 00:10:16.450 --> 00:10:18.570 You know, I had a post that that really exploded the other day 155 00:10:18.570 --> 00:10:22.240 on Linkedin and it was about what Gary V has been talking about on twitter 156 00:10:22.279 --> 00:10:28.720 for a long time when he's consulting business owners and founders like don't just take 157 00:10:28.759 --> 00:10:33.360 to twitter and start tweeting. Go find the people who are already have an 158 00:10:33.399 --> 00:10:37.669 audience with the people you're trying to reach and engage with them, because commenting 159 00:10:37.750 --> 00:10:41.309 on that stuff will give you much more visibility than just throwing posts out there 160 00:10:41.350 --> 00:10:45.429 into the ether, and I think that's the same on Linkedin. What I've 161 00:10:45.470 --> 00:10:48.350 done is looked at people who are trying to reach the same target persona and 162 00:10:48.389 --> 00:10:52.100 the same audience that we're trying to reach here at sweet fish, and I 163 00:10:52.299 --> 00:10:56.659 get in their comments. I start conversations in the comments of people like Dave 164 00:10:56.779 --> 00:11:01.100 Gearhart or Chris Walker or Justin Welsh's post, and then guess what? I 165 00:11:01.259 --> 00:11:03.409 get seven likes on this little comment. I'm like hey, there's something here 166 00:11:03.490 --> 00:11:07.370 that might resonate with my audience, and now I turn that into a post 167 00:11:07.649 --> 00:11:11.809 and then I make sure to send connection requests to those folks who who leave 168 00:11:11.850 --> 00:11:15.250 a like on that comment or who then eventually engage with that post. So 169 00:11:15.610 --> 00:11:18.960 I think taking it to that next level because if you kind of take the 170 00:11:20.000 --> 00:11:22.679 fear factor out of the employees posting on social and say hey, we're not 171 00:11:22.679 --> 00:11:26.200 going to slap your hand, we're not going to take it down and hear 172 00:11:26.360 --> 00:11:30.039 some pitfalls to avoid, it can still be very discouraging for them to start 173 00:11:30.080 --> 00:11:33.350 posting something and they get two likes and ones from their mom and ones from 174 00:11:33.350 --> 00:11:37.110 their manager. Right. Yeah, I think speaking about Gary Vanish Ike is 175 00:11:37.269 --> 00:11:39.590 whatever it is, books, Jab Jab Jab. Right. Hook is the 176 00:11:39.629 --> 00:11:43.269 right approach to using social media. Right. What you're posting on your linkedin 177 00:11:43.269 --> 00:11:48.340 channels or even twitter, is value? Right? What does your linkedin network 178 00:11:48.379 --> 00:11:50.779 care about most? What problems can you solve with your content? How can 179 00:11:50.820 --> 00:11:54.700 you help them? What are some trends they're thinking about that you can post 180 00:11:54.740 --> 00:11:58.019 about? Right, so providing much more value than you are asking is the 181 00:11:58.100 --> 00:12:01.490 writer approach to how someone will go and you have to see. So you 182 00:12:01.570 --> 00:12:05.490 touched on something that's kind of a hot button for me earlier, Daniel, 183 00:12:05.529 --> 00:12:11.850 you mentioned getting the entire team engaged from different functions, but specifically sales, 184 00:12:11.210 --> 00:12:16.039 and I've gotten some pushback from sales leaders before saying I don't want my salespeople 185 00:12:16.600 --> 00:12:20.720 on social I don't want them, you know, dinking around on Linkedin, 186 00:12:20.799 --> 00:12:24.600 unless they're just building a list on linkedin sales navigator to go outbound with. 187 00:12:24.159 --> 00:12:28.879 I don't want them kind of wasting time there. What do you think, 188 00:12:28.080 --> 00:12:33.070 if you're a marketing leader and you need to go convince your sales leader that 189 00:12:33.309 --> 00:12:37.549 the sales team should get involved and what that should look like. Do you 190 00:12:37.590 --> 00:12:41.509 have some tips for marketing leaders and having that conversation with sales and maybe even 191 00:12:41.509 --> 00:12:46.419 before that? Why is it important specifically for sales people to get involved? 192 00:12:46.740 --> 00:12:50.460 But maybe that's the vision you need to cast to that sales lead or so 193 00:12:50.779 --> 00:12:54.100 you can answer that in one or a one and one a man. Yeah, 194 00:12:54.299 --> 00:12:58.690 I think the conversation of marketer has to have with Mr or Mrs Sales 195 00:12:58.730 --> 00:13:01.970 leaders, that it's not about the likes, it's not about the retweets, 196 00:13:01.009 --> 00:13:05.409 it's not about you know, who comments in or what. It's about outcomes, 197 00:13:05.610 --> 00:13:09.090 sales outcomes, and how do you quantify those sales outcomes? What you 198 00:13:09.129 --> 00:13:13.360 can look at how they're connecting with prospects. Is your sales repp being perceived 199 00:13:13.399 --> 00:13:16.519 as a subject matter expert and as your prospect trust them are no right? 200 00:13:16.559 --> 00:13:20.759 When you google, for example, sweet fish media, what comes up here? 201 00:13:20.879 --> 00:13:24.799 Your brand, of course. When you Google or linkedin search here, 202 00:13:24.799 --> 00:13:28.509 employee, do they come up? Can you actually trust someone who doesn't come 203 00:13:28.590 --> 00:13:31.629 up and doesn't have a linked in profile? Well, it's the matter of 204 00:13:31.789 --> 00:13:35.350 building up your thought leadership and subject matter expertise. One, and most importantly, 205 00:13:35.429 --> 00:13:41.429 sales has the ability to monetize their influence. They're already active on their 206 00:13:41.539 --> 00:13:45.379 bowing channels, like cold calling. They already active in email, ideally either 207 00:13:45.419 --> 00:13:48.059 active in video as well, with bide yard and other various platforms. Or 208 00:13:48.139 --> 00:13:52.460 why not add another layer to their mix of prospecting or staying in touch with 209 00:13:52.700 --> 00:13:58.769 prospects? Right? So social is an opportunity against the top of my prospects, 210 00:13:58.250 --> 00:14:01.889 and you're not only sharing content for the safe of sharing content, but 211 00:14:03.009 --> 00:14:05.649 every time you share a piece of content, let's say you have a reach 212 00:14:05.730 --> 00:14:09.279 of five hundred people, while you're staying top of mine with five hundred people, 213 00:14:09.480 --> 00:14:13.120 those five hundred people now have visibility into you as an employee, as 214 00:14:13.159 --> 00:14:18.200 a sales rep, you as a brand and you potentially as a service provider 215 00:14:18.279 --> 00:14:20.440 that can help them with the problems. Now try to cold call five hundred 216 00:14:20.480 --> 00:14:24.909 people, right, it probably take you a long time. So, from 217 00:14:24.909 --> 00:14:30.389 an efficiency standpoint, again, employee advocacy and social gives the sales repst ability 218 00:14:30.429 --> 00:14:35.470 to amplify their reach and again engage prospects on it ongoing basis. I was 219 00:14:35.549 --> 00:14:37.830 just going to say there's two things I pulled out of what you said. 220 00:14:37.830 --> 00:14:41.259 They're in in the conversation with your sales leader counterpart. One, not focusing 221 00:14:41.299 --> 00:14:46.899 on what can be perceived and, arguably, our vanity metrics, not not 222 00:14:46.179 --> 00:14:50.220 the amount, but the WHO. Right, even if I'm getting, you 223 00:14:50.299 --> 00:14:54.009 know, five comments to me, if I'm getting comments from VP's of marketing 224 00:14:54.090 --> 00:14:58.049 at BB SASS companies, which is really, you know, our Nige, 225 00:14:58.370 --> 00:15:03.929 then that's great, right. I'd rather have that than a hundred likes or 226 00:15:03.049 --> 00:15:07.399 reactions on Linkedin from, you know, just random people that have no connection 227 00:15:07.559 --> 00:15:13.639 to our target market. So framing it that way with your sales counterpart that 228 00:15:13.840 --> 00:15:16.600 hey, we can measure this together, we can look at this together, 229 00:15:16.960 --> 00:15:20.679 and I'm not just saying, Hey, give your sales people an hour a 230 00:15:20.840 --> 00:15:24.470 day just to scroll linked in. We can look at this analytically. And 231 00:15:24.590 --> 00:15:30.669 then, number two, talking to them about the efficiency of the reach in 232 00:15:30.710 --> 00:15:33.230 the way that that snowballs. I think that is a good way to frame 233 00:15:33.269 --> 00:15:37.860 up that conversation with the hesitant salesperson or the hesitant sales leader that says no, 234 00:15:39.299 --> 00:15:41.659 this social thing is a marketing thing, go away, right, yeah, 235 00:15:41.740 --> 00:15:46.220 and then continue conversation with the sales team. Their sales restability to sell 236 00:15:46.740 --> 00:15:50.490 is dependent on also what content you provide. Those prospects. Right. I 237 00:15:50.610 --> 00:15:54.970 like the think content is the currency of the modern buyer. That's your rally 238 00:15:54.970 --> 00:15:58.809 quote actually. But content has the ability to provide value, answer certain prospect 239 00:15:58.850 --> 00:16:03.330 questions, addressed air and pain points in those questions. So being able to 240 00:16:03.409 --> 00:16:07.480 have that content stay top of mine with their prospects. That's another touch point 241 00:16:07.799 --> 00:16:11.399 that doesn't require the sales rep to be active in the room. Yeah, 242 00:16:11.399 --> 00:16:15.279 I love that man. So let's let's round out the conversation with folks who 243 00:16:15.320 --> 00:16:18.309 are are buying into this. They're getting their sales team and the broader team 244 00:16:18.350 --> 00:16:22.750 on word, they're following some of the training tips you've laid out. They 245 00:16:22.789 --> 00:16:26.629 are strategically casting the vision for the sales team, talking about how they're going 246 00:16:26.629 --> 00:16:33.259 to measure success and the efficiency of getting the sales team involved with social, 247 00:16:33.740 --> 00:16:37.580 sharing content on social with that's Linkedin or whatever the platform is for your brand. 248 00:16:37.980 --> 00:16:41.179 What are some of the ways that you recommend, whether it's the marketing 249 00:16:41.259 --> 00:16:47.139 leader or the executive team, that they can tell that this strategy of employees 250 00:16:47.169 --> 00:16:52.090 getting active on social and sharing content individually, that it's working or not? 251 00:16:52.289 --> 00:16:55.370 What are some of the KPIS? What are some of the leading indicators? 252 00:16:55.730 --> 00:16:59.929 That you guys see in your platform that folks can look to or some of 253 00:16:59.970 --> 00:17:04.480 the metrics that you're recommending your customers set themselves up to put on their score 254 00:17:04.519 --> 00:17:08.480 board internally to see. Are we seeing results here? Yeah, that's the 255 00:17:08.519 --> 00:17:12.039 other question. I think for most marketers when they get started, they obsero 256 00:17:12.079 --> 00:17:17.470 visibility into which employees are actually sharing content. So first and foremost want to 257 00:17:17.670 --> 00:17:19.789 be able to measure and say hey, hey, Bob from sales or Sarah 258 00:17:19.950 --> 00:17:25.789 from customer success is sharing content actually? So the first metrics should be who's 259 00:17:25.789 --> 00:17:29.869 actually sharing my content, who's actually adopting this new process? Secondly, they 260 00:17:29.869 --> 00:17:32.940 should look at engagement. Well, Bob and Sarah, once they're sharing the 261 00:17:33.059 --> 00:17:37.900 content, how much engagement are they driving from wife's comments and etc. Okay, 262 00:17:37.420 --> 00:17:41.539 next layer of engagement is how many conversations are they driving? Are they 263 00:17:41.740 --> 00:17:47.089 conversations with the right people? Are ICEP AND BUYER PERSONA FIT? And what 264 00:17:47.210 --> 00:17:51.849 are those conversations leading to? Are they leading to demo's books, consultations or 265 00:17:51.890 --> 00:17:55.130 later deals in in the funnel? Then you want to look at from a 266 00:17:55.170 --> 00:17:59.720 social song perspective. For those people reading our content, are they visiting our 267 00:17:59.799 --> 00:18:03.240 website? So what are they clicking through? What type of content are they 268 00:18:03.279 --> 00:18:07.480 actually engaging with and when they do engage with the content, look at WHO's 269 00:18:07.480 --> 00:18:11.319 visiting the website, how much time they've spent on website and when actions they're 270 00:18:11.319 --> 00:18:17.230 doing, whether it's registering for a Webinar, downloading an e book or attending 271 00:18:17.309 --> 00:18:21.630 a live event, for example, or consultation session. You want to look 272 00:18:21.670 --> 00:18:26.150 at those conversions and goals and the most importantly depends on use case. For 273 00:18:26.269 --> 00:18:30.019 sales, you want to see how those leads, when they converted, translate 274 00:18:30.099 --> 00:18:33.019 to opportunities later down the funnel. For thought leadership, you want to see 275 00:18:33.099 --> 00:18:37.460 if those leads then are accelerated through the funnel or they're looking at competition. 276 00:18:37.900 --> 00:18:41.650 How do you differentiate yourself with your content, with your presence on social as 277 00:18:41.690 --> 00:18:45.930 well, and from a talent acquisition and employee branding standpoint, are you attracting 278 00:18:47.009 --> 00:18:51.049 right qualified candidates in your talent pipeline and, if you are, what you're 279 00:18:51.049 --> 00:18:55.529 hiring rate from these referrals on social media? And I love that, Daniel. 280 00:18:56.400 --> 00:18:59.640 Curious if it. Let's say we have you back on the podcast a 281 00:18:59.799 --> 00:19:06.079 year from now and we're talking again about companies approach to in not only allowing 282 00:19:06.240 --> 00:19:10.670 but enabling their teams to get active on social and the brand impact that it's 283 00:19:10.710 --> 00:19:12.309 having. What do you think we'll be talking about a year from now? 284 00:19:12.349 --> 00:19:19.029 I think we'll be talking about how employees are personalizing the message. I think 285 00:19:19.109 --> 00:19:25.299 right now we're getting into this early market of employee acts and social but because 286 00:19:25.339 --> 00:19:30.099 of Covid as certainly accelerated and now there's more of a democratization of social by 287 00:19:30.180 --> 00:19:34.660 the employees. So I think what we need to rephrase also is that employee 288 00:19:34.700 --> 00:19:38.329 ax is what we should be called, employee influencers. They all have the 289 00:19:38.369 --> 00:19:44.049 ability to influence, engage and connect with the respect of social audiences. So 290 00:19:44.130 --> 00:19:47.490 I think there's going to be changed in the phrase from advocacy to influence, 291 00:19:47.609 --> 00:19:49.289 for one, and I think there's going to be a lot more one to 292 00:19:49.369 --> 00:19:53.640 one engagement. Right now it's sharing content across your entire network, but what 293 00:19:53.759 --> 00:19:57.799 about sharing an influence for a oneto one basis and also taking that one too 294 00:19:57.880 --> 00:20:03.039 many bases and turning that into a onetone conversation basis. So I think that's 295 00:20:03.039 --> 00:20:06.640 also a shit that will see a lot in the next year's yeah, and 296 00:20:06.720 --> 00:20:10.990 I think more employees will be adopting this. So to the example I'm seeing, 297 00:20:11.069 --> 00:20:14.190 and we're seeing a lot of our customers, that their channel partners are 298 00:20:14.230 --> 00:20:18.430 starting to about employee a see and that's because, you know, channel partners 299 00:20:18.470 --> 00:20:22.900 typically they don't have content, they're not used to social they're stuck in kind 300 00:20:22.900 --> 00:20:26.980 of the traditional ways of marketing and selling. So we're seeing a lot more 301 00:20:26.059 --> 00:20:32.940 channel partners and channel ecosystems adopt social advocacy. Yeah, a hundred percent. 302 00:20:33.019 --> 00:20:36.970 I came from, you know, ten years of selling in the office equipment 303 00:20:37.009 --> 00:20:40.730 space where I was always, you know, with a local dealership who's basically 304 00:20:40.730 --> 00:20:45.250 a channel partner for the equipment manufacturers or the OEM's in that space, and 305 00:20:45.450 --> 00:20:51.559 so exactly what you're saying I lived firsthand. I love what you're talking about 306 00:20:51.559 --> 00:20:56.559 about the personalization and the move down to one to one sharing original, organic 307 00:20:56.720 --> 00:21:00.359 content. I think step one is just getting people comfortable, but you've got 308 00:21:00.480 --> 00:21:04.150 a quickly meet move beyond that where the team isn't just sharing the same links 309 00:21:04.190 --> 00:21:08.670 but they're getting active in they're sharing personal content. A couple of resources I'll 310 00:21:08.710 --> 00:21:11.910 share on this for listeners. If you go to top one DOT FM, 311 00:21:12.269 --> 00:21:18.269 Scott Ingram has been doing a great job of rounding up the top sales people. 312 00:21:18.349 --> 00:21:22.819 So if you want to specifically for that conversation with your sales leader counterpart, 313 00:21:22.819 --> 00:21:26.140 if you're a marketing leader listening to this and you want to make the 314 00:21:26.180 --> 00:21:29.339 case, go to top one DOT FM. I think if you look for 315 00:21:29.579 --> 00:21:33.529 Linkedin sales stars on Scott Ingram site, there you will find folks that he's 316 00:21:33.569 --> 00:21:38.690 been pointing out and highlighting that are specifically sellers who are finding success and driving 317 00:21:38.930 --> 00:21:44.609 outcomes, as you said, Daniel, with their engagement on Linkedin. We're 318 00:21:44.650 --> 00:21:48.839 also breaking down and documenting how we're doing this at sweet fish and it's exactly 319 00:21:48.880 --> 00:21:52.480 as Daniel spend talking about, on the one to one basis and then reusing 320 00:21:52.559 --> 00:21:57.000 that content. So if you go to sweet fish Mediacom evangelist program will link 321 00:21:57.039 --> 00:22:00.240 to both of these in the show notes so you can check them out. 322 00:22:00.359 --> 00:22:03.549 But we got a ton of great feedback and seems like people are hungry for 323 00:22:03.710 --> 00:22:07.950 this kind of two point. Oh, I like what you're saying there, 324 00:22:07.990 --> 00:22:11.589 Daniel. In the move from advocacy to influence, we kind of landed on 325 00:22:11.710 --> 00:22:15.980 evangelist. We toyed with do we call it a thought leadership program or an 326 00:22:17.019 --> 00:22:19.819 evangelist program we don't like the idea of calling ourselves thought leaders, so we 327 00:22:19.900 --> 00:22:23.460 landed on evangelist. But I think your shift. If you talk about influencer, 328 00:22:23.819 --> 00:22:27.019 the same connotation kind of applies. It's not just hey, I'm sharing 329 00:22:27.059 --> 00:22:32.609 press releases from the company, I am sharing content and that is creating a 330 00:22:32.730 --> 00:22:36.170 halo effect for the brands and I think that's the Crox of what we're talking 331 00:22:36.170 --> 00:22:38.529 about here today. Daniel, if anybody listening to this would like to stay 332 00:22:38.569 --> 00:22:42.569 connected with you, ask any follow up questions or find some content on this 333 00:22:42.690 --> 00:22:45.400 subject from you guys at post beyond, what's the best way for them to 334 00:22:45.440 --> 00:22:48.839 go about to enough? Yeah, you can simply go to Postconcom and if 335 00:22:48.880 --> 00:22:52.440 you want to connect with me, can just find me, Daniel Crewe, 336 00:22:52.519 --> 00:22:55.839 on Linkedin. I'm fairly active, so you can reach me. That awesome 337 00:22:55.880 --> 00:22:59.150 man. All right, good luck getting to your tenzero steps today and thank 338 00:22:59.190 --> 00:23:04.069 you for being our guest on the show. Thanks, Logan. Gary v 339 00:23:04.269 --> 00:23:10.269 says it all the time and we agree. Every company should think of themselves 340 00:23:10.269 --> 00:23:15.460 as a media company first, then whatever it is they actually do. If 341 00:23:15.500 --> 00:23:18.660 you know this is true, but your team is already maxed out and you 342 00:23:18.740 --> 00:23:22.140 can't produce any more content in house, we can help. We produced podcasts 343 00:23:22.220 --> 00:23:26.940 for some of the most innovative bb brands in the world and we also help 344 00:23:26.980 --> 00:23:32.049 them turn the content from the podcast into blog posts, microvideos and slide decks 345 00:23:32.130 --> 00:23:33.849 that work really well on Linkedin. If you want to learn more, go 346 00:23:33.970 --> 00:23:40.210 to sweet fish Mediacom launch or email logan at sweetphish Mediacom.
