Transcript
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Conversations from the front lines of marketing. This is be to be growth.
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Hello and welcome into be to be
growth. I'm your host, Benjie Block.
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Today we're joined by Joey Chan.
She's the director of brand and content
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at three hundred and sixty learning.
Joey, welcome to be to be growth.
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Hey, Vengie, thanks for having
me. I'm excited. Yeah,
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so I was thinking about introducing you
as like a movie star or Docu series
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movie. Sorry, I don't know
a beat of be Star. I mean
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what? I don't know how to
even say that. But how is that
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sound to you? Does that sound
about right at this point? You're not
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gonna down of Docu series. No, some of our listeners are gonna know
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you for on Boarding Joey. It's
actually now you guys have to business docu
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series. Two seasons of onboarding Joey, and then you got to season learning
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audrey. So yes, we'll dive
into all of that. I love the
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Docu series, but maybe before we
go there, tell us a little bit
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about you and your journey to where
you are now. Sure. So,
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I am definitely not any like Daca
series star whatever. I am an ordinary
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person working at a marketing a job
in a tech startup. Some I'm the
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director of Brandon content at three hundred
and sixty learning. Currently I manage so
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the brand and the content teams in
my company and our mission is to grow
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brand awareness and generate organic pipeline across
our key market. So that's US friends
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UK and Germany, and the team
currently includes content, SEO, social media,
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campaign and PR, video, website, brand designed and evangelization. So
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yeah, it's a big team of
seventeen people, which is kind of crazy
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because if you've seen the the doc
is series, you would know that I
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started out as the only person in
content and then kind of had to grow
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the team from from scratch. And
it all happened within the last two years
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with covid and also, it's pretty
mind blowing, before the six learning I
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was basically doing a very similar job
in other startups also focused on content marketing.
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So that's really been my career trajectory
and I come from a more like
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literature, art, creative screenwriting background, so I did not study marketing at
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all. I did not go to
school for for business and I'm completely like
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learning everything from like on the job. So yeah, I don't know if
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a lot of people here would have
a similar background or a very different I
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love the unique background that you have
and I'm sure it's allowed some like specific
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flavor to come out. That's that's
been helpful for you in your positions and
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in the growth that you've seen.
I think when I think of content marketing
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specifically, it can feel a little
stale and be to be it can feel
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like hitting a quota. So when
we see something like a Docu series right
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it's like man, this is a
totally different sort of left field idea approach,
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and that's kind of how you felt
right when you first heard this idea
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to so walk me through how you
were pitched this idea for onboarding, Joey.
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Yeah, I mean like so I
can't take credit at all for the
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idea. It was from my then
head of video, who was already working
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at three hundred and sixty learning before
I started. So he knew that I
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accepted the job and we have met
through my interview process a few times got
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to know each other. He knew
that I was into videos. I wanted
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to start my own youtube channel but
ever had like the Bendwid or the courage
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to do so, and so he
got this idea of like hey, I
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want to try something bold and something
completely, like different from what we've seen
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from other SASS BTB companies. So
are you in? Like I have this
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idea of doing a docu series.
I want to literally film you every day
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for the first ninety days of your
job through your probation, and we'll see
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how how that journey is like,
what the on boarding process looks like for
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you, all the ups and downs, and whether you actually pass your probation,
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because in France it's a pretty big
deal like that. You you have
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this three months where you prove yourself
and then once you've passed it, you've
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got to like a permanent contract,
which is harder to you know, be
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fired for, basically. So it's
kind of like a milestone. And so
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he's like yeah, why not do
that? Because our like on boarding is
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also one of our use cases.
So that's kind of falls neatly into how
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we want to target our audience and
what kind of things they will be interested
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in, but in a very like
unconventional and personal and not sugarcoded way.
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It's not like we we are putting
on a show where we show like a
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glossy version of what we want to
present the company or ourselves as. But
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it's really like raw, authentic,
unscripted real life, like reality TV show,
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but in a like more real sense
of that word, unlike maybe the
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Bachelorette, where you know, there's
scripts and yeah, still blossom. Yeah,
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producers would like kind of do things
to make things happen and but like
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for us, it's completely real life. That was like literally my life.
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M Yeah, so that was kind
of the concept and how it came to
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be. So when you and you
might not even be able to put yourself
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back in that mindset now that you've
done so much work on these docu scenes,
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but try to put yourself, Joey, back in what you expected before
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you guys started filming. So you
say yes, but you haven't started filming
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it and you're going, I bet
it'll be like this. What did you
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think? And then we'll dive into
what actually happened, but I'd love to
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hear your expectations. I was thinking
that I was going to be like small
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scale, homemade. He said he
was going to film me on his IPHONE,
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mostly apart from the interview, which
is when a real setup cameras and
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stuff, but most of the time
was going to be. Like. So
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I had imagined in my mind maybe
like some kind of bus feet type of
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vlogs saying so and and also,
like the reach would probably be limited.
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Maybe my parents would watch it,
maybe a few of our team and and
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yeah, I mean that I didn't
think about it too much, but like,
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I think subconscious I was thinking it's
going to be something that will try
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and we'll laugh about and move on, and I had no idea that it
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was going to make the impact that
it has made and that we're still talking
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about it, to that we're still
talking about it and a second season.
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There's a lot there. I think
I would probably have about the same amount
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of expectations, honestly. Yeah,
yeah, what were your plans? His
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plans, as far as number of
episodes, how you were going to release
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it? What was the thought process
there? Yeah, so he actually had
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a very ambitious plan. He said
we're because like we're filming until the end
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of the probation period in real time, so to keep up the momentum and
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to make it like people really feel
like they're following my journey. He has
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like kind of made the promise to
the audience and I mean pitch internally that
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we're going to have one episode per
week for thirteen weeks. So it's a
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thirteen episode show. So each week
we're gonna he's following me around for four
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days documenting every day, and then
on Thursday we have a sit down interview
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and then on Friday and Monday he
would like be editing and then we're pushing
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it out like the following Tuesday.
So every week, one episode for three
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months straight. So it was pretty
crazy and intent and I could a big
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promise and I think we did not
fully understood the amount of work that it
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took for that to happen and get
caught up with us after after a while,
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wet. What point do you feel
like it caught up, because I'm
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assuming at first you have the excitement
right, the energy behind it. It's
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a new project. Exactly what point
in the project you feel like it's like,
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Whoa, this is a lot.
Well, I think we need to
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mention an important element, which is
like for three four episodes in covid hit
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and cold watching change this whole thing
up in some ways right, because it
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adds such a special element to the
first season. It's true. So I
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have to maybe I have to thank
covid for like making this thing bigger than
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it is, because it completely blew
up the thing where, you know,
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after three episodes we thought, okay, because the government is closing things down,
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I was in New York, I
had to like come back and cancel
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a business trip, and he because
we were told to work from home.
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He can't follow me around in the
office anymore every day. So we have
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to like kind of figure out how
to keep the show going on, and
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we actually addressed this and it's very
metal like we talked about this in the
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show and me like, how can
we keep this going if everything is shut
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down? And literally, when we're
filming that interview, we had no idea
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what's going to happen. So it
was very real, like the uncertainty.
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None of that was like made up
or fate, and I think you know,
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that was also about the time where
we realized, like it's going to
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take a lot to keep the show
going with all the constraints. And it's
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kind of like what a lot of
people are going through too, because they
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had to switch from working from the
office to work from home. It's a
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whole different setup, it's a different
way to to work, to communicate,
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to keep the team, you know, going and and manage people and all
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that. So we were kind of, through the show, documenting probably what
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a lot of people were experiencing a
the same time, like the transition,
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the uncertainty, the anxiety. Also, like because when the beginning of covid
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nobody knew like how long was going
to last. Like we didn't know that.
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We thought it was going to be
two weeks right, yeah, that
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it was like forever exactly, and
we did had no idea, and so
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I think we kind of capture that
to the show and that has like really
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made the series resonate like so to
so many people, because they're like,
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Oh my God, I'm it's like
watching my life through this person that I
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don't know or this company of never
heard about, but doesn't matter, because
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it's it's now a very universal thing
that we're all going through. And we
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also pivoted from, I think,
the more like originally was like a show
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about on boarding and then now it
became like a bigger, like, you
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know, just life, employee life, journey through covid type. There's so
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many parts of this right where you
had to just choose the step out,
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create something interesting and then the chips
kind of just started falling, right,
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whether it was like the covid stuff
or even choosing to do thirteen weeks.
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You have to at some point.
You have to put a week limit on
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it, right and yeah, just
kind of guessing and then you find out,
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okay, if we do it again, which you did it again,
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you changed a lot of stuff and
we'll get to that. I did want
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to talk about, from a business
perspective, what the original intent was,
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because then when the show blows up, obviously you're getting a lot of viewers
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and maybe they weren't originally who you
were going after. So let's talk about
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that for a second. What was
the original business pitch of the DOCU series
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for three hundred and sixty learning like, what were they wanting from something like
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this? So, the context understand
this is probably that important to note that
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our company for a long time was
built on Demandin paid acquisition, and that
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was what has kept the wheel turning
for a long time, very predictable and
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scalable. And then the brand teams
kind of like a newer branch where,
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okay, now we need to like
kind of think about how our brand is
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perceived, how can we get word
of mouth and, you know, brand
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awareness and all the organic part of
marketing into the company organization? That was
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not that was not there at all. So I kind of joined as a
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piece of that, like I joined
to build like Seo and the blog and
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all that, and so video was
part of that kind of brand organic strategy.
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And so that docu series was pitched
as a way to generate more brand
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awareness and get more people to go
to a website and then somehow convert them.
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So the original idea is that we
would get subscribers from the show and
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then kind of nurture them and a
turn them into M quels. And that
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was what was sold. And then
the quickly we realize that, because it's
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an ungated video series, why would
someone sign up? Right? Yeah,
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there was just not a lot of
incentive for bill to sign up. And
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the now like sinking back. It's
also even if people signed up, it's
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a long journey to like wanting to
watch a docu series to wanting to request
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a demo for assass product. So
that would have been needed, like a
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very long nurturing sequence that we did
not have to have made that work anyway.
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So so we didn't like. After
while, realize that we're not going
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to get a lot of sub crab
us from this, but we are what
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we are seeing our like a lot
of views, a lot of people like
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commenting and sharing and being excited and
emailing us and messaging me about like how
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much they resonate with the show and
how amazing it is, how they wait
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for the like they're literally waiting for
the launch of the next episode. We're
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like Whoa, like, we did
not expect it at all. You're signing
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autographs when you leave. Your an
artist. No, but but I was
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like really crazy. So we were
a saying, okay, there's clearly some
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kind of positive impact, just not
what we thought, not in subscribers,
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and so we kind of pivoted and
be like, okay, let's think about
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like this is a Tofu piece of
content. Let's measure it with Tofu metrics
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and not try to get leads or
whatever, and so we pivoted and focused
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on views and traffic and like just
stop worrying about the conversion or the the
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lead aspect of it, and I
think it made it much more liberating and
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also more appropriate for the type of
content that we're pushing out. Yeah,
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at some point you're going this isn't
maybe the metric that we measured is off
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a bit because it's a brand pass
at this point right, like yeah,
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guys are the Docu series is tied
to the company and people are going to
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see like both together, and that
that's why brand is like pretty hard to
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to, to measure and even like
Oh, yeah, to me about it.
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The opinions of the people have about
when you should start to like build
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brand. I wonder your thoughts on
this, even for like in startup culture.
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Would you have started now with what? With what you know? Would
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you have started a Docu series earlier
because of the brand that it can build?
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I would love to know your opinion
there. I think so. So
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what's funny is our head a video
like who came up with this concept.
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He actually left the company and built
his own start up and in his new
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company the first thing he was doing
in marketing is Docu series and it's working
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really well for him and he sees
the value of that. And I mean
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as a brand and content person.
I probably will say, like that is
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something that I would like prioritize to
its close to your heart. Yeah,
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of course, and also like just
the fact that, I mean, look,
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we're talking about it two years after
we've launched it. Like no what
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other like paid campaigns would get you
this kind of impact. And you know,
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if you want to use the term
Roy it's as less tangible. But
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the reason why, the fact that
it's less tangible and less easily measurable is
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why it will make an outsize impact, because if it's easy and if it's
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measurable and everybody's going to do it, then you're not differentiating, you're not
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doing something different, not taking a
risk. So, you know, it's
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the like risk and reward, high
ris high reward kind of approach here.
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I think it's not not saying that
everybody should do a docu series and it's
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going to work for everybody, but
like, this is one of the cases
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where, you know, we took
a risk and they paid off. Yeah,
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we recently had Dave Gerhard on and
his new book founder brand is like
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that, and it's this entire thing. Right, it's because so a big
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part of it is, like what's
a medium where the founder can tell their
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story? And in your case you're
not the founder. Right, it's an
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onboarding story, but it works really
well with three hundred and sixty learning and
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the stuff that you guys are doing. So that makes a lot of sense.
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But even just in telling your story, having a way, whether it
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is a podcast, and that was
in Dave Gerhart's, you know, situation
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seeking wisdom as a podcast that he
was helping cohost, becomes like this huge
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jumping off point and they were building
the podcast before the company really even took
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off. So it's again it's one
of those scenarios where it doesn't have to
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be a Docu series, it doesn't
have to be a podcast, but finding
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the medium that makes sense and being
able to tell compelling stories, whether you
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have like the the sign ups are
not. Clearly it's the present and it's
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the future. It's the things that
we need to be thinking about. So
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talk me. It's a little bit
more through some of the results you saw
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from season one and then we'll start
to talk about the shift, because a
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lot changed when you when you decided, okay, let's do this again for
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season two. But what are some
of those results? As you looked back
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at at season one, some of
the key learnings? So I think that
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in terms of like quantitative results,
what we saw were like view use like
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in in insane amount of views that
we did not expect huge boost to traffic.
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We did a product hunt launch which
we got a lot of referral traffic
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from as well, and it like
lasted continued to come like even after the
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launch, which was surprising. So
so I think those are like the number
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side of things and then like qualitiesive
is really much more where it's at,
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like all the just the feedback,
the excitement, enthusiasm internally also because,
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like most of the time marketing ship
stuff and nobody else cares, but this
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one was really like we could feel
the company coming together and be excited about
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it, and because it's also like
part of their lives to write. They
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see their CEO, they see they're
all hands, they see that we did
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something and and how how is like, you know, Joey reacting to it?
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How is she like, you know, dealing with this same situation we're
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all in? So they feel very
much involved and that also helped amplify because
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they probably talked about it with their
friends, they shared it on Linkedin,
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they tell their clients about it and
then they also get feedback from their prospects
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and their client saying like, Oh
my God like and then they feel kind
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of proud of this joint project that
they feel, you know, kind of
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very much involved in. And then
I personally got a lot of messages from
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people that I haven't talked to in
years, like maybe even high school classmates,
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saying like Hey, Joe, we
haven't talked a long time, but
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I saw this like crazy series you're
doing and then reconnected with a lot of
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people. There are, you know, replies to my news letter. Let
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most of the time you just get
like hey on, subscribe me, like
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and but like during the time where
we're launching the these the episodes, I
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would get responses to me like,
Oh, I really feel like I really
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resonate with what you're going through,
or this is really helping me, or
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I feel seen. And somebody said
like I was literally crying when I was
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watching this scene where you were negotiating
your budget with your boss, because I
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was going through the same thing and
I was feeling that I suck and I'm
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not good to my job, but
actually hearing you talk about it in such
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a kind of open way made me
feel like, you know, I I'm
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not terrible of my job and it's
just what we go through that was like
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one of the most, I think, memorable messages that I got, like
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things like that. And then and
unexpected kind of benefit to the project was
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also that we realized it had a
very positive impact on our recruitment. So,
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as any like fast growing SASS companies
or tech companies, you recruitment is
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really a big bottleneck for growth and
we've seen like candidates come in saying,
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like I've seen the on warning series
and that's why I want to join this
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company because I feel like you guys
are so different and and you know,
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I feel that you're transparent, also, because that's one of our company values,
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like it's to be transparent about salaries, how we do things, how
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we work processes and all that,
and that that kind of series, the
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series is kind of like showing,
not telling, way of like demonstrating that
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transparent and see part of our culture. And even today, like we use
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that as a recruitment tool to show
people like hey, you want to know
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what a culture is like, just
check out the series. Yeah, so
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that's kind of unexpected. I love
the transparency piece because there's a lot of
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cultures that would talk about that and
maybe they even have a good culture,
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but there's something about you guys making
that so public that I think it's very
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valuable. It's risky at first because
you don't know, but even just in
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the messages you're getting, like it's
something that every company goes through like this,
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the types of stuff that you're showing
are things that, yeah, I
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just I value that in your guys
as process to choose that, and I
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mean I must say, even internally
it was bold and not everybody agreed with
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it. Yeah, so, I
mean it should be fought over, right.
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Yeah. Yeah, I mean like
in some all hands meeting, I've
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got questions about like what we're showing
on on Boarding Joey. Sometimes we show
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conflicts and kind of how things are
not working. Like is this how we
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showing our company in a good light? Like are we showing too much,
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basically like airing our dirty laundry a
bit too much. So we've got push
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bag and I've got some fire over
it, and I mean like likeily,
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my CEO is like kind of into
this being provocative and transparent, and like
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I had his back and that's why, you know, I was able to
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do it. But I can see
how it might not fly in every situation
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and that you will get some people
who would think that it's not a good
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idea. It's with every like kind
of different or provocative thing that you do,
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there's going to be some people who
won't think it's you know, it's
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the best thing to do, and
so kind of have to be prepared for
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some opposition. Did you, because
season two was done differently in just the
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amount of even, you know,
thinking that went into it, because season
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ones, like we got to do. We're gonna try and then we're going
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to learn as we go. Season
Two is we've done this once, we're
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actively choosing to sign up for another
one and we can change that we want
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to change with the knowledge we have
now. So even on on this specifically
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with transparency, did you rethink it
for season two and have to make any
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changes or pivots? Yeah, definitely. So we've learned a whole lot in
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season one and just you know how
much work it takes to like launch episodes
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in real time, to decide on
the number of episodes before knowing what the
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story is going to be about.
Like all of that we've learned and in
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season two we were much more thoughtful
about it and thinking, okay, what
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are the stories that we have to
kind of fill on the number of episodes.
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So much more thoughtful we've had to
build around. Yeah, a freelancer
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involved who is screenwriter, so he
brought in like also an another lens and
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perspective as well to help us built
like story ARCS and which we had in
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season one by was much more lose. So my producer, then a key,
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had a loose story arcudn know how
things were going to go, obviously,
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so it can only be like kind
of place holders, but it seemed
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too we were much more intentional about
like the things we want to say and
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kind of develop. What was difficult
was that there are people that I was
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hiring and interviewing and I didn't know
whether they were going to be hired or
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whether they were going to stay or
make it, and I have to take
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into account like what how much I
want to expose them if you know they
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were not gonna stay, and like
whether they would be up for what I
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was up for, which is kind
of crazy. Not Everybody wants to do
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like to be filmed while you're going
through on boarding and you may not make
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it. Basically you might have the
world seeing you fail your job. How
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do you do that? Do you
have them? Do have to tell them
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that they're going to be on the
series or so? Yeah, I had
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to ask them whether they would be
up for it and they all said yes
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when they because they were excited a
about taking the job. And but then
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I think even during there were times
where they will be like, Oh,
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maybe this we shouldn't record, or
like can we keep this off? Like
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so there were some like, I
think, adjustments that needed to be made.
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That was not as much of like
I wasn't asked, I think,
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cautious as they were. HMM,
in some of my experience versus there's which
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I can pleatly understand, and you
know, I have a personality and they
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have theirs that I totally respect.
But I think all of that made it
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very different and maybe for some people
they they feel that a little less raw
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and like in real time. It
was a little bit more produced and and
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that's, I think, the part
of the reasons. HMM. Yeah,
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it's at tension to be managed right
because like, yeah, there's just it's
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just going to be different. And
also you were hiring way more people in
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season two and the growth is different
and producer is not the yeah, exactly.
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So there are a lot of changes, there are a lot of more
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people involved. It's a different story
as well, like it's on boarding,
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but it's not somebody on boarding is
I'm on boarding someone to the perspective.
358
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And then, but how do I
like still respect and kind of authentically portray
359
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the people that are not the main
character or are like so, yeah,
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a lot of I think things to
kind of balance a bit. And I
361
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also I was a lot more involved
than season one so soon, when I
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was just like the the object,
the subject, like basically the person being
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interviewed, and you know, just
letting going with the flow and seem to
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have to think about like you're almost
like partially directing and you're the still the
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main character. And Yeah, yes, so, so that was a bit
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difficult and I realize that. And
then also like worrying about the actual like
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the real life aspect, like off
camera, like I'm actually hiring people during
368
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Covid I've never seen a lot of
them in real life before. How to
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make this work like that my real
job off camera. So I think,
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and then considering their how they feel
about all that first, before thinking about
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what's good for the show, because
they are real people, they're actually going
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through the experience. So so I
prioritise that persist. Okay, what's spicy
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or you know, I think it's
fascinating to hear you just share the story.
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And then there's this element where I'm
going for our listeners in marketing,
375
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let's say, in content. They
love the idea of doing something provocative like
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a Docu series, or even let's
go simple, like right now and be
377
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to be there's a lot of people
that want to start podcast, but the
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time commitment to do anything like that. That's a little bit outside of the
379
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box. That's more creative. It's
an investment when it comes to time,
380
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when it comes to resources, when
it comes to thinking power and and making
381
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something. So I wonder for you
how have you balanced your time? I
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know, I'm sure it's not always
done perfectly right. There's things that you
383
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would want to shift or change.
How much effort, like were you giving
384
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towards the show versus other parts of
your content strategy and things that are part
385
00:28:17.400 --> 00:28:22.519
of your job description? Yeah,
I mean if you, if you've seen
386
00:28:22.559 --> 00:28:26.000
season one, you you would have
kind of witnessed how I was like literally
387
00:28:26.039 --> 00:28:30.599
building out my content strategy. What
I was doing from cratch building out like
388
00:28:32.039 --> 00:28:36.240
the blog, the SEO strategy,
finding the agency and all that. So
389
00:28:36.240 --> 00:28:41.079
so that's like the majority of my
job then, I think, and maybe
390
00:28:41.119 --> 00:28:45.880
I was, I would say maybe
fifteen twenty percent of my time to this
391
00:28:45.960 --> 00:28:52.359
show of four season one. So
we're filming every day and in the beginning
392
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when I was in the Office for
filming every day and he was following me
393
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around, and then we're doing one
one hour interview every Thursday. So you
394
00:29:00.079 --> 00:29:03.279
can kind of have a mental note
of how how much time that is.
395
00:29:03.319 --> 00:29:07.200
And then when covid hit and we
had to work from home, we would
396
00:29:07.240 --> 00:29:11.400
be doing like one facetime call a
day, like a check in, and
397
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then my partner would be filming me
working at home as illustration shots, and
398
00:29:17.720 --> 00:29:21.839
then we'll do like a sit down
interview again like once a week. So
399
00:29:22.039 --> 00:29:23.880
it's like a couple hours a week
type of thing. Let me ask you
400
00:29:23.920 --> 00:29:29.279
one question about season one. So
for someone who's falling you doing video,
401
00:29:29.440 --> 00:29:33.279
doing all the editing, he's also
on the team and he's does he have
402
00:29:33.319 --> 00:29:36.759
a bunch of other projects, but
like this became sort of the main thing
403
00:29:36.799 --> 00:29:40.480
he was doing, or what was
his focus? Like I would say,
404
00:29:40.599 --> 00:29:45.039
first season one. This is his
main thing because, yeah, every day
405
00:29:45.119 --> 00:29:49.240
his filming and then he needed to
edit and then also promote, like it
406
00:29:49.400 --> 00:29:55.200
a lot. Yeah, because,
yeah, editing and then the promotion is
407
00:29:55.319 --> 00:29:57.880
was also a big part of it, like finding about, like getting as
408
00:29:57.920 --> 00:30:03.599
interviews or features in different blocks and
then doing product hunt launch or figuring out
409
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like the the social push every every
week, because you push the episode,
410
00:30:07.240 --> 00:30:11.799
but then we have a trailer like
before too, and then, you know,
411
00:30:11.839 --> 00:30:15.039
you have to do the you know, the the editing and and like
412
00:30:15.039 --> 00:30:18.400
a square trailer and then all that
things. And you're outside of that a
413
00:30:18.400 --> 00:30:22.160
little bit for season one. So
it's it's taking up a bit of your
414
00:30:22.160 --> 00:30:26.279
time, but you're not, yeah, as all in versus season two,
415
00:30:26.319 --> 00:30:29.920
when you're wearing multiple hats. I'm
assuming you're about to say that it took
416
00:30:29.960 --> 00:30:33.319
up a lot more of your time. Yeah, I definitely did, because
417
00:30:33.720 --> 00:30:37.119
my the the video producer, then
he has left the company. He he
418
00:30:37.200 --> 00:30:41.279
stayed on to help produce the show
because it's his baby too, but like
419
00:30:41.359 --> 00:30:47.319
he was essentially like halfway through the
out of out the door anyway. So
420
00:30:47.400 --> 00:30:51.680
I had to own it a lot
more, and so the coordination and then
421
00:30:51.799 --> 00:30:55.519
the promotion set of things was all
on me. Yeah, I mean it
422
00:30:55.559 --> 00:30:59.519
was kind of a crazy time because
I was also hiring it on boarding for
423
00:30:59.720 --> 00:31:04.839
people, so being very much like
still owning everything that I was doing in
424
00:31:04.880 --> 00:31:11.240
content with and trying to delegate and
train and on board New People, and
425
00:31:11.279 --> 00:31:14.880
then doing the the doctor series,
it was yet time where I was working
426
00:31:14.920 --> 00:31:21.039
definitely more than like full capacity.
So I mean, if we consider everything
427
00:31:21.039 --> 00:31:23.359
that was doing that time with still
say that it's maybe like thirty percent of
428
00:31:23.400 --> 00:31:26.279
my time. There's still a lot
of other things going on, but it's
429
00:31:26.319 --> 00:31:30.680
not out of a hundred. It's
more like maybe out of a hundred sixty
430
00:31:30.720 --> 00:31:33.799
percent. HMM, it's a different
way of thinking about it. Okay,
431
00:31:33.799 --> 00:31:37.160
so here's where I want to start
to wrap up our conversation, Joey,
432
00:31:37.240 --> 00:31:41.880
is I want to focus on,
first, how it's this whole Docu series
433
00:31:41.920 --> 00:31:47.119
experience, the two seasons of your
show, and then, I mean you
434
00:31:47.119 --> 00:31:51.759
guys have done three how these projects
have changed the way you think about content,
435
00:31:51.960 --> 00:31:55.599
and then we'll go outward focus here
at the end. But how is
436
00:31:55.640 --> 00:31:59.119
it change your perspective on marketing and
and maybe helped you in other projects that
437
00:31:59.160 --> 00:32:07.440
you're working on. So I think
fundamentally it's helped me think that taking risks
438
00:32:07.480 --> 00:32:15.000
are worth it and to want to
do more projects that are different. And
439
00:32:15.079 --> 00:32:22.119
also we've got a also kind of
now got a bit addicted to the stocky
440
00:32:22.240 --> 00:32:25.200
series format. Like we do want
to do others. We're just like waiting
441
00:32:25.240 --> 00:32:30.200
for the right person and the right
topic in the story. But I do
442
00:32:30.319 --> 00:32:35.559
think like this format. It's great
and it's really fun to do and it's
443
00:32:35.640 --> 00:32:40.359
very and the best part it's very
hard for people to copy. It's like
444
00:32:40.640 --> 00:32:45.759
first producing. It takes a lot
more work than writing a few block articles.
445
00:32:46.000 --> 00:32:49.440
Yeah, and your three seasons ahead
of anyone else who would try to
446
00:32:49.480 --> 00:32:55.119
start this. And and also like
it's just the way, at least the
447
00:32:55.160 --> 00:33:00.039
way that we do it. It's
very personal, it's very about like the
448
00:33:00.119 --> 00:33:05.319
people. It's not a tactic,
it's a story. It's real, real
449
00:33:05.400 --> 00:33:08.599
life people, real stories, and
that it cannot be copied. So so
450
00:33:08.640 --> 00:33:12.400
that is what I love about it
and and what I think we will continue
451
00:33:12.480 --> 00:33:16.720
to do with the right person and
angle and topic. And I think in
452
00:33:16.759 --> 00:33:23.079
general it's it's really defined our brand. Like a lot of people now associate
453
00:33:23.680 --> 00:33:30.559
three, six and learning with on
Boarding Joey, and also defined myself also
454
00:33:30.759 --> 00:33:37.240
as a brand content marketer. All
the podcast interviews I've been doing since the
455
00:33:37.319 --> 00:33:40.880
duck is series is about the DOCTA
series. I probably quickly need something else
456
00:33:42.039 --> 00:33:45.000
to, you know, to pull
out of my head. Otherwise we were
457
00:33:45.079 --> 00:33:47.680
like, you know, this is
a one track phony, but like it's
458
00:33:47.799 --> 00:33:52.599
yeah, it's really defined my career
almost in the in the last year two.
459
00:33:53.440 --> 00:34:00.079
So I am I've just become this
advocate for like provocative, differentiated,
460
00:34:00.119 --> 00:34:07.880
authentic marketing content that only you can, can produce and only you can share
461
00:34:07.880 --> 00:34:13.239
in a in a way that people
cannot replicate in the same way and and
462
00:34:13.440 --> 00:34:19.079
that creates such a strong connection to
your brand and also, in a way
463
00:34:19.159 --> 00:34:22.840
liberating, because I think a lot
of times, and in marketing content marketing,
464
00:34:22.880 --> 00:34:25.440
we have to position ourselves as the
expert. Oh, I know this
465
00:34:25.480 --> 00:34:30.880
and I'll show you seven ways to
achieve x, but most of time it's
466
00:34:30.920 --> 00:34:32.840
it's a lot of bullshit and it's
a lot of, like, you know,
467
00:34:34.239 --> 00:34:37.000
a lot of trial and error,
it's a lot of looking at what
468
00:34:37.079 --> 00:34:39.519
other people are doing and seeing if
it's effective. I mean, yes,
469
00:34:39.639 --> 00:34:45.599
yeah, exactly. And so through
like this Docu series format, and and
470
00:34:45.679 --> 00:34:50.039
just like being real. It allowed
me, at least personally, to just
471
00:34:50.079 --> 00:34:53.440
admit that I'm not an expert.
I'm just figuring this out. I've liked
472
00:34:53.480 --> 00:34:58.000
done a few things right, but
I'm still like tumbling through a lot of
473
00:34:58.000 --> 00:35:01.760
these things and I think that people
really appreciate when you're just being honest,
474
00:35:01.800 --> 00:35:07.679
because everybody actually is in the same
boat and that allows us to have a
475
00:35:07.800 --> 00:35:12.320
much more honest and open conversation and
learning experience, I think, together,
476
00:35:12.840 --> 00:35:16.639
not to try to be on brand
here, but but like seriously, like
477
00:35:16.719 --> 00:35:21.519
you, once you admit that you're
not, you don't know everything, then
478
00:35:21.599 --> 00:35:25.119
you can learn much more effectively and
have a much more like real conversation with
479
00:35:25.159 --> 00:35:31.440
people. And you know, that's
really how changed me. What's next,
480
00:35:31.440 --> 00:35:36.440
because there's not a season three.
So you're talking about risks or worth it,
481
00:35:36.440 --> 00:35:37.519
you said at the right time,
the DOCU series. But like,
482
00:35:37.880 --> 00:35:42.519
what's next for you, Joey?
What are you focused on in this season?
483
00:35:42.880 --> 00:35:46.599
So there are few. There are
few exciting things coming up for us.
484
00:35:46.719 --> 00:35:52.159
We've got a new brand video that
we're launching. I'm working with this
485
00:35:52.199 --> 00:35:57.280
agency called Sandwich. They're like the
best video agency that you know. In
486
00:35:57.320 --> 00:36:02.000
my opinions. I'm excited for that
to come out and we also are in
487
00:36:02.239 --> 00:36:07.880
working on a book to be published. We might be doing, you know,
488
00:36:07.960 --> 00:36:13.119
a bigger launch around thing actually I
cannot talk about, so I just
489
00:36:13.239 --> 00:36:20.679
scratch that your launch of something good
teas. But I think it's also like
490
00:36:20.719 --> 00:36:25.159
for me currently, I think as
the team has grown and they're more people,
491
00:36:25.159 --> 00:36:31.000
more creatives within the team, I'm
also taking a step back in in
492
00:36:31.039 --> 00:36:36.679
the sense that I'm not focused on, okay, what is the next idea
493
00:36:36.679 --> 00:36:38.440
I can push out, what is
next project, but more about like how
494
00:36:38.480 --> 00:36:43.639
can I enable the team to do
that themselves? So it's a new set
495
00:36:43.679 --> 00:36:47.760
of challenges that I'm I'm learning to
navigate, which is like more management problem,
496
00:36:47.800 --> 00:36:52.800
like a leadership challenge, like how
do I I know I can personally
497
00:36:52.800 --> 00:36:54.639
do these things, but like now
I need to figure out how I can
498
00:36:55.039 --> 00:36:59.840
able and scale the team to be
able to do it and not have to
499
00:36:59.880 --> 00:37:05.199
be involved in every project. And
that's a whole new, completely different job.
500
00:37:05.199 --> 00:37:07.480
It's not about how great I am. I creating content is about,
501
00:37:07.519 --> 00:37:10.480
like how can I motivate inspire people? How can I fit the right people
502
00:37:10.480 --> 00:37:15.599
in the right place and and enable
them so that's where my my current challenges.
503
00:37:15.760 --> 00:37:20.719
Maybe it's a it's another podcast down
the road where we check in on
504
00:37:20.800 --> 00:37:23.639
Joey's leadership and we don't talk at
all about the Docu series. That will
505
00:37:23.679 --> 00:37:27.000
be the goal. What happened on
a podcast where we talk about all the
506
00:37:27.000 --> 00:37:30.920
great content and other stuff you're doing, because there's a lot. But I
507
00:37:30.000 --> 00:37:32.840
am super grateful for your time to
day, Joey. Thank you for sharing
508
00:37:32.880 --> 00:37:37.039
your story. Thanks for the transparency. I love the the risk you guys
509
00:37:37.039 --> 00:37:43.119
have taken. There's a lot for
us as marketers to learn from that and
510
00:37:43.199 --> 00:37:46.800
so I really appreciate it and and
thanks for sharing. Yeah, I apreciate
511
00:37:46.960 --> 00:37:52.559
the chat. It was great to
just like think about all that again and
512
00:37:52.599 --> 00:37:57.840
digest and it was very insightful conversation
for me too. Well. We're always
513
00:37:57.840 --> 00:38:02.039
having conversations like this here on B
tob growth. So make sure you are
514
00:38:02.119 --> 00:38:06.199
subscribed to the show. If you
haven't yet. Wherever you're listening to this,
515
00:38:06.239 --> 00:38:09.039
you can do that and you can
connect with me on on linkedin talking
516
00:38:09.119 --> 00:38:14.960
business marketing life. Joey, what's
the best place for people to connect with
517
00:38:15.079 --> 00:38:17.320
you and stay up to date on
the work you're doing and then also for
518
00:38:17.360 --> 00:38:22.119
three hundred and sixty learning as well. Yeah, I would say Linkedin also.
519
00:38:22.360 --> 00:38:23.920
It's where you can connect with me
and and what we're doing at to
520
00:38:24.239 --> 00:38:29.800
sixty. Perfect well, thanks for
listening, everybody, and keep doing work
521
00:38:29.840 --> 00:38:45.599
that matters. If you enjoyed a
day show, hit subscribe for more marketing
522
00:38:45.599 --> 00:38:47.679
goodness, and if you really enjoyed
the day show, take a second to
523
00:38:47.800 --> 00:38:52.960
rate and review the podcast on the
platform you're listening to it on right now.
524
00:38:52.000 --> 00:38:55.960
If you really really enjoyed this episode, share the love by texting you
525
00:38:57.039 --> 00:39:00.400
to a friend who would find it
insightful. Thanks for listening and thanks for
526
00:39:00.440 -->
sharing.