074 - Robert Sofia: What Your Brand Should Say on Social Media
In this episode, Emily and Robert Sofia, CEO of Snappy Kraken, talk about how to have a unique voice on social media and what that really means.
What does it really mean to be authentic on social media? For financial advisors and for any company brand, this is a common piece of advice but it’s not always clear how to walk the walk.
Robert Sofia is the Founder and CEO of Snappy Kraken and has over 20 years of digital marketing experience. Among marketing automation programs for financial advisors, Snappy Kraken is ranked #1 in customer satisfaction and is also the fastest growing according to the 2020 T3/Morningstar Advisor Technology Survey.
Robert and Emily Binder discussed what it takes to make your brand stand out on social media.
WATCH THE VIDEO
Emily asked Robert what it sounds like when an advisor has a unique voice on social media and how this can carry over to other marketing like email.
Robert also revealed some surprising advice on email marketing based on his firm's analysis of over one million emails. The episode wraps up with some key tips that financial advisors and all businesses need to know about the kind of brand personality that makes marketing successful. Get some valuable advice about marketing your business on social media and share this episode with a colleague or friend who could benefit.
Listen to this podcast anywhere:
“He’s not intimidating. He’s fun, so is our culture. We’re snappy, we make things happen quickly.” - Robert Sofia on the character and brand design of Snappy Kraken.
Topics and timestamps:
01:24: Meet Robert Sofia, CEO of Snappy Kraken. How did Robert get started in marketing, and what was the inspiration for Snappy Kraken? Robert entered the financial industry in 2004 and noticed a marketing vacuum. He was inspired to shake things up and provide marketing guidance for financial advisors.
02:59: There is a lot of "copy and paste" marketing advice in the financial industry since the early 2000s. Why is that a problem? It creates a flat playing field where no individual can possibly stand out.
04:32: Competing factors for the psychology behind marketing decisions in the financial landscape: lack of creativity, social pressure from social media, and trusted brands serving as a “safeway”.
06:30:
What does it mean to be authentic on social media?
We are often afraid to be our true selves because it’s vulnerable, but this is the most effective way to present your brand on social media because you’ll attract the right people. Click here to skip to this part of the video.
07:56: Should you customize your brand's voices, tones, or content based on the platform you're using How can you analyze when you're mastering one channel over another?
"It depends so much on context, and what works in one context or maybe even one period of time, may be different in another context or another period of time. It could even be on a different channel; it will completely flop, where it thrived on one." - Robert Sofia
09:49: Snappy Kraken's most recent study analyzed over 5 million data points to test the different design and strategic components of email marketing. They were able to translate that data to other platforms and optimize their social channels and landing pages and improve their strategic decision making.
"When there's true uniqueness and creativity combined with solid data, that's when marketing magic happens." - Robert Sofia
10:55: The secrets to optimizing your email marketing templates: buttons or no buttons, CTAs, and more.
12:05: Robert answers the question once and for all: Is email still an effective marketing channel? Yes.
"When we look at every single marketing channel, and we analyze the performance and response rates, invariably, the highest ROI is coming from building and nurturing an email list over time, and the actual highest response rates and click rates are coming through email." - Robert Sofia
14:29: Spam gives email marketing a bad name, but if you focus on the value and advice you're providing your audience, you will be able to keep and grow that audience. Make sure there is a valuable service, solution, or advice in every email you send.
Snappy Kraken uses the data it collected in their own data analysis to continuously improve their landing pages, social media, and more.
16:00: What does it mean to create a unique brand, and how can you make yourself stand out? Let's face it; it's hard to cut through the noise. Managing your marketing tactics can leave little time to dedicate to your strategy.
23:00: So, why the name "Snappy Kraken"? How did Robert find the symbol for his brand? What are some examples of other companies that haven't taken their branding so literally in the financial world? Lighthouse, anchor, and tree logos no more!
"We built the brand; we built a character that was different, but still had a story." - Robert Sofia
Books and Apps Robert Recommends:
Book: Principles by Ray Dalio
Podcast: The BeanCast (hear Emily’s latest appearance on Bob Knorpp’s top marketing and advertising podcast in Beancast episode 593: The Quibi Dilemma and hear more BeanCasts with Emily Binder here)
Robert Sofia, Founder and CEO of Snappy Kraken, has over 20 years of digital marketing experience and listens to book summaries on Blinkist in his free time.
Connect with Robert Sofia:
Twitter: @robertsofia
Connect with Snappy Kraken:
Twitter: @SnappyKraken
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071 - WallStreetBooyah: Fintwit on Twitch with John Andrews - Video
John and Emily bring WallStreetBooyah into the conversation in this episode. They discuss the authenticity and democratization of media and how creating unique content on a unique platform can lead to more diverse marketing opportunities. Be sure to watch the video and meet the anonymous man in the mask, WallStreetBooyah.
"They're missing the entire next generation of investors, and they're just making fun of them, all the Robinhood millennials, and they just joke about it and move on. But their entire audience is retiring soon. And they're going to be withdrawing all of their stocks into fixed assets. And who is going to watch them? The Robinhood millennials." - WallStreetBooyah
There's a daily R-rated party of smart business and market commentary on WallStreetBooyah's Twitch channel. The anonymous man in the bat mask is inventing a new category, quickly gaining over 6,000 active followers in months. Get up to speed on the evolution of financial news in Emily’s conversation with Booyah and digital marketing expert John Andrews. (ICYMI: catch episode 70 with John and Emily discussing marketing and retail during COVID-19).
This conversation covers the so-called Robinhood millennial investor, live streaming and online community, and influencer marketing. Be sure to watch the video and meet the anonymous man in the mask, WallStreetBooyah!
WATCH THE VIDEO:
Guests:
WallStreetBooyah: "ScruffBat. Millennial. Idiot. Twitch person. Equal parts Cramer/Rogan/Pokimane. Fighting JPow & money printer w/ music and memes. Not financial advice." - @WSBooyah on Twitter
John Andrews, CEO of Photofy, a community content creation platform, is a media disruptor. Leveraging over twenty years of experience in consumer packaged goods marketing coupled with eight years of social media knowledge to build new media formats in the shopper marketing space. He helped build one of the first ‘people as media’ platforms at Walmart called Elevenmoms, founded Collective Bias (Acquired by Inmar in 2016), and teaches as an adjunct professor at NC State University.
1-click play this episode anywhere
Theme: Authenticity and democratization of media. Creating unique content on a new platform can be a category killer. Imagine the future of podcasting with this in mind.
TOPICS:
01:30: Who is WallStreetBooyah? What does he do? How did we hear about him?
03:01: What can you expect to hear on WallStreetBooyah's Twitch channel? "This is something new." - John Andrews
Anonymous Twitch financial commentator WallStreetBooyah wears a bat mask on his R-rated financial news channel that embraces the Robinhood investor and holds back nothing.
05:00: Category killing and financial news: Twitch isn't somewhere you would think to go for financial information. WallStreetBooyah is using an unconventional channel to reach an audience, essentially inventing a new category with less competition.
06:20: "I bill myself as the absolute worst financial show you're ever going to see. I don't have any training in finance or business. I don't have any degrees." - WallStreetBooyah
WallStreetBooyah has over 6,000 Twitch followers
WallStreetBooyah's show is built on quick witted commentary that’s a collaboration between him and his audience (in the live chat). He embraces the Robinhood trading persona. The interaction and the community draw out unique content that serves as the real entertainment and hook to the audience, which is what draws John Andrews in almost everyday.
"It's a conversation... If there is a car chase in the middle of the day, we'll pull it up and watch that." - WallStreetBooyah on the content style for his show
08:08: Jack Dorsey has promised that Twitter will never have an “edit" button - and that’s good (Emily)
09:30: The gambler mentality of day trading (poker, puts, betting)
"That's the audience; we're interested in the stock market, we're interested in trading. A lot of us have gambling in our systems to be perfectly honest, playing poker and learning odds, and those types of mathematics." - WallStreetBooyah
13:05: What hooked John Andrews on Booyah’s Twitch?
"It gives me a sense of people's mindset, which I think is a lot of the market anyways, right? A lot of the market is people's emotions, what are people thinking and doing." - John Andrews
15:09: A differentiator: interactive storytelling replaces push messaging and one-way content. People don't want to be sold to anymore, and consumer trust is at an all-time low. Audiences don't trust traditional news sources as much and prefer to choose their own news entertainment that reflects a voice. Think: media democracy.
15:52: How can conversations on WallStreetBooyah's Twitch channel inspire your own marketing?
18:35: Dave Portnoy, controversial figure in fintwit, founder of Barstool Sports - growing your marketing/media exposure with video and social media
21:30: What does Booyah think is the problem with traditional financial news sources like CNBC and Bloomberg?
25:02: Daniel Crosby, NYT best selling author of The Behavioral Investor, psychologist, and behavioral finance expert:
Hear our episode with Daniel Crosby
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068 - Perth Tolle: Free People, Strong Markets (VIDEO)
Hear why freedom weighting is a powerful way to invest internationally, rewarding countries with greater freedom for their citizens. Find out how Perth Tolle has quantified freedom for international investing with her ETF: Life + Liberty Indexes.
Guest: Perth Tolle is the founder of Life + Liberty Indexes, an index company that uses human and economic freedom metrics as the primary factor in its investment process. Prior to Life + Liberty Indexes, she was an advisor at Fidelity Investments in California and Texas.
Play the video:
Find out why freedom weighting is a powerful way to invest, and how Perth Tolle has quantified freedom for the purposes of international investing with her ETF. This fund was created for investors want a broad emerging markets allocation but don't want to support the worst human rights offenders like China, Egypt, Saudi Arabia, and Russia, etc.
Countries are scored by think tanks including the CATO Institute on three measures:
Rights to Life
Rights to Liberty
Rights to Property
1-click play this podcast anywhere:
Perth Tolle, founder of Life + Liberty Indexes, talks about the relationships between human rights and economic freedoms and a country’s market strength. And yes we discussed China.
Guest: Perth Tolle is the founder of Life + Liberty Indexes, an index company that uses human and economic freedom metrics as the primary factor in its investment process.
What effect do greater citizen liberty and economic freedom have on a country's stock market? We’re giving you the breakdown on how Life + Liberty calculates their index. Hear how freedom weighted investing can be a beacon of positivity during tough times.
Disclaimer: This is not a recommendation to buy or sell securities. This episode does not contain any financial recommendations or advice.
Topics and Timestamps
01:43: Life + Liberty Indexes and the mission with the FRDM Index
“We started this company so that people who have an interest in freedom and the benefits of freedom as a foundation for economic growth and societal growth over time can have a way to invest according to those values.” - Perth Tolle
02:30: Index investing: What is it?
03:15: How cultural backgrounds and governments can impact investing habits
05:00: Where does the data come from for the index, and how is it broken down? Think tanks who provide the scoring data include: Cato Institute, Fraser Institute, and the Friedrich Naumann Foundation.
“I break down those metrics into three categories. The rights to life, the rights to liberty, and the rights to property.” - Perth Tolle
07:15: Incorporating economic freedom factors into strategy: “We’re for freedom.”
08:00: The dichotomy of freedoms: How do economic freedoms and human freedoms relate?
“People are the driving force behind an economy in any society. And so if your people are not free to innovate, be creative, and to not live in fear of censorship, arrest, disappearances, or worse, then you’re not going to have as much innovation as you potentially could.” - Perth Tolle
11:20: The Lion King and power dynamics
“You’re either marching towards freedom or away from it.” -Perth
14:00: How does Perth determine which countries are scalable enough to include in the FRDM index?
15:00: Shout out to our friends at Ritholtz Wealth Management, especially to Josh Brown (@reformedbroker) for putting Perth on Emily’s radar. The Ritholtz Mafia puts out some of the best content in finance, from books to blogs to podcasts to their top ranked Alexa Flash Briefing, Market Moment, which we launched.
Recommended reading from Perth’s stack: check out Michael Batnick’s book, Big Mistakes: The Best Investors and Their Worst Investments:
15:40: Building connections and advisory boards - the Fund Board, AKA the Fun Board
19:30: How earned media can help you grow your business. Networking, as always, can help you thrive in the beginning.
22:40: Shining the light on progress: Your investing decisions can be considered charitable in some cases.
23:45: Big stacks of books and recommendations to get you through quarantine.
Books and Podcasts Perth recommends:
Pod: any of Bill Browder’s his many appearances on the podcast Stay Tuned with Preet - e.g. The Death of Sergei Magnitsky (with Bill Browder)
Patrick O'Shaughnessy’s podcast Invest like the Best, episode: Investing During a Crisis with guest Dan Rasmussen of Verdad Capital
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066 - Audrey Hall: From Cash to Fintech - Brightwell
The Southeast Asian region’s internet economy has hit a key milestone, reaching $100 billion in market capitalization for the first time in 2019. This represents a 39% increase from the previous year. Money is moving in and out of this region in ways never before seen.
Audrey Hall is SVP, Product and Marketing at Brightwell, one of Atlanta’s fastest growing fintech companies
Audrey and Emily talked about Audrey’s mission at Brightwell, a payments technology company whose fintech solutions serve seafarers on the world’s major cruise Iines including Carnival, Norwegian, and more. We talked about the war on cash in the US and abroad, combatting fraud, and how Brightwell approaches educating users who are mostly unbanked or underbanked. Plus, the relationship between product and marketing.
Audrey Hall
is SVP of Product and Marketing at Brightwell, where she is focused on building financial products that transform global workers’ lives. Previously, Audrey served as VP of Client Strategy at 352, Inc.
Play this episode anywhere:
“Our purpose really is to help these underbanked, underserved communities who deserve the same access to the tools that we all have. That they are included in this financial world where You can have your dreams be possible by savings, by thinking about budgeting.” - Audrey Hall
TOPICS & TIMESTAMPS
1:39 Meet Emily’s guest, Audrey Hall
2:05: What does Brightwell do?
2:34: Brightwell is a fintech company out of Atlanta. They create financial technology products that serve the specific needs of migrant workers. Strong focus in the maritime industry. They help people send money home to their families and join the digital economy. Digital and financial inclusion.
“When we looked at payments in the cruise industry, it was kind of archaic.”
3:24: On-ship payroll payments are often done in cash. It’s risky and not cost-efficient. Brightwell offers a solution and serves people from 140 different countries around the world.
4:50: Brightwell’s clients include seafarers on cruise lines such as Norwegian, Carnival, Princess, Aida, Costa and more.
“The digital economy at large is something we’ve come to expect in the Western world.” - Audrey Hall
5:50: 2 billion people today are unbanked globally
6:05: These users offer tremendous opportunities for financial and corporate expansion, but their needs are unique and are impacted by language barriers, B2C interactions, education levels, and more
6:50: Build trust and empathy with various user groups
7:55: How do ATMs play a part in all this? ATM use is complicated and sometimes risky.
8:50: People are drawn to hard currency and the physicality of cash. Brightwell tries to help users understand why digital funds can be safer for them and their families, while respecting the ways that cash is still important for certain use cases and cultures.
9:25: Countries like Sweden are going cashless. 30% of Americans don’t use any cash in a given week.
9:40: Cash vs Digital. What are the pros and cons of each? How do you manage risk?
11:00: We’re more hesitant to offer up personal information (especially PII) these days. Companies like Brightwell work hard to ensure digital users are protected but fraud is rampant.
12:30: Real talk: Fraud can impact user experience and brand reputation. How do you deal with that?
“It’s something we will continue to iterate on and find new ways to educate users on.” “Yeah they are going to blame us, but it’s our responsibility to take care of them and make their experience the best it can be.” - Audrey Hall
14:34: Companies should be the guide, not the hero. Base your marketing and messaging around this guiding principle. It’s all about servicing the person who is using your product.
Each person who works at Brightwell is bought into their core principle and aims to put the user experience first.
15:05: Brightwell’s core principle: user first.
16:50: What is the difference between unbanked and underbanked? In the U.S. there are 55 million unbanked individuals
17:37: People depend on cash and keeping those systems in place is equally important as educating them on digital banking services.
18:19: How has Brightwell transformed itself in the last few years? Adopting more of a startup mindset.
19:20: Product testing: Brightwell works to understand the language and flow that would resonate most with clients based on their one-on-one user experience testing on prototypes (e.g. payment app Brightwell Navigator on Android and iOS)
19:50: “Focus groups are not your friend!”
21:17: Your product and marketing departments should be in constant communication. It will help you find the “why” behind your products. Collaboration is key.
22:00: What’s next for Brightwell and Audrey?
23:23: Brightwell is launching in the Philippines this year with a physical location.
26:00: Each year Brightwell is iterating and growing. Everyone there is committed to the purpose of the organization.
Audrey’s podcast recommendations: Reply All podcast episode 102 “Long Distance” and 103 “Long Distance, Part II.” It focuses on fraudsters like tech support scams based, suspicious callers, etc, and takes you behind the scenes as they track down an Indian call center that is scamming people.
Connect with Audrey Hall on LinkedIn and Twitter: @ansianko
Learn more about Brightwell and follow @BrightwellApp on social.
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050 - TD Ameritrade Alexa Skills: Brevity, Levity, and Familiarity - Dani Fava
Voice is a powerful medium for a relationship-centric business like wealth management. In fact, one of the Flash Briefings that Dani Fava launched, TD Ameritrade for Advisors, just won the Custodians: Thought Leadership category of the 2019 Wealth Management Industry Awards. This daily briefing provides RIAs and financial advisors with tips on running their business and helping clients invest.
Play it everywhere:
TD Ameritrade for Advisors is the award-winning Flash Briefing Dani Fava launched for RIAs and financial advisors (Institutional)
Hear about Dani's experience launching Alexa Flash Briefing skills for TD Ameritrade. With apps across voice assistants like Alexa and Google on both on the institutional and brokerage (retail) sides of their business, TD Ameritrade is a leader in voice for the banking category. And as Director of Innovation, Dani is leading that charge!
Dani Fava, Director, Institutional Innovation, TD Ameritrade
Plus Dani shared one financial advisor’s emotionally moving story about how the TD Ameritrade Alexa skill empowered a longtime client to once again feel control over her finances through voice.
TD Ameritrade Alexa Skill features market updates, account summary, and place a trade
Powerful Banking and Trading Skill: TD Ameritrade is the first company ever to create an Alexa Skill where you can place trades with just your voice.
You can enable the skill and get started by saying, “Alexa, ask TD Ameritrade…”
Stay updated on the markets, and after you link your TD Ameritrade account, get updates on your balances, positions, and more.The TD Ameritrade skill provides quotes for all U.S.-traded stocks, ETFs, mutual funds, and major U.S. indices, which amounts to over 75,000 securities.
Latest news: TD Ameritrade announced that it has launched a new Google Assistant Action to complement their existing Alexa skill.
Starting today, once authenticated, TD Ameritrade clients can simply ask their Assistant by saying ‘Hey Google, check my TD Ameritrade portfolio’ to gain insight into their current holdings, hands-free,” according to the announcement.
The new Action offers a number of features such as:
Ask for a market update
Find out how a sector (such as Technology) is doing
Get your account balance
Find out how your portfolio is performing
TD Ameritrade launched a new Google Action in September 2019
Get in Touch with Dani Fava:
Twitter: @Dani_FavaTDA
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047 - The New Wave of Financial Literacy - Xipi CEO Christine Concepción
40% of Americans do not have $400 for an emergency expense. We have a problem. Xipi offers a fresh take on financial literacy targeting millennials with a relevant, entertaining tone. Christine and her team aim to democratize education about managing money.
Christine Concepción co-founded Xipi, a fresh and accessible take on financial literacy for millennials
Schools are more likely to teach you "Hot Cross Buns" on the recorder than what a Roth IRA is. With one in five students lacking basic financial literacy skills, it is clear that current methods aren’t working. Xipi (pronounced “Zippy”) CEO Christine Concepción and her co-founders teamed up to create a better way to educate people about their finances. Xipi’s brand is accessible, modern, and entertaining.
Christine experienced poverty in the South Bronx at a young age and realized that education was the way out. She attended Columbia for undergrad then worked in finance and hedge funds in Manhattan. She graduated Columbia Business School in May 2019. Shortly after earning her MBA, she and her cofounders launched Xipi, which was VC funded within about a month (unheard of).
Did you know that if you launch a startup within six months of graduating business school, you’re 80% more likely to succeed than if you wait? Always strike while the iron is hot.
Show notes:
02:30 Xipi will provide micro-lessons in five minutes or less to teach financial concepts through reading, video, or other forms of content - a voice component is coming soon
Beta launch in November 2019
06:00 Gamification is a big part of Xipi
Accessible language, less formal, more fun - targeting millennials with a social media focused marketing strategy, especially on Instagram
06:25 People with low levels of financial literacy rely on friends, parents, or friends to learn about money
06:40 Fact: 40% of Americans do not have $400 for an emergency expense. They often rely on payday loans to cover costs, which puts them in an even more grave situation with extremely high interest rates.
07:30 You see friends living their best life on Instagram but probably don't realize that 70% of young adults in the U.S. (people under 30) are receiving financial support from their parents (see stat from Forbes)
11:00 Is there any money in doing a financial literacy startup?
12:15 Yes. Plenty of companies doing good which have a layer of social responsibility are making money. See: BlackRock chief Larry Fink tells CEOs to fix society's problems in an increasingly divided world - Business Insider):
“Larry Fink, the investment manager who oversees nearly $6 trillion at BlackRock, set off a yearlong conversation among business leaders and policymakers last January when he wrote a letter to chief executives declaring that companies needed to do more than make profits.”
13:05 Disproportionate impact: lack of financial literacy hurts women, minorities, and LGBTQ the most (the people who make less money) - though all income levels can benefit from learning how to manage their money better
14:00 11% more women have degrees than men but two-thirds of student loan debt is held by women
15:30 This gamified education is for everybody - it’s fun, quick, and is the equivalent of a WOTD (word of the day) app or lesson
16:00 WTFWednesday is a Xipi Instagram theme, e.g.: WTF is a rate cut? Let’s learn vocabulary in more than one way.
When bae’s texts turn green… financial humor you can relate to from @GetXipi Instagram (follow for fun)
16:25 Business model: how will Xipi drive revenue?
16:35 Beta launch in November is invite-only, and Xipi will be open to all in spring 2020 based on a freemium model for year 1
18:20 What kind of voice component would be right for Xipi? They are considering an Alexa skill or Flash Briefing
Connect with Christine and Xipi:
Instagram: @GetXipi
Christine - LinkedIn
Xipi - Team: https://getxipi.com/team
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018 - What You Pay - How to Be Value Driven
Are you value conscious, or paying too much? From business to relationships to everyday life, seeking true value can save you in big ways.
Two podcasts mentioned:
1) Masters in Business
It's not what you buy, it's what you pay.
-Howard Marks
Heard on Barry Ritholtz's podcast, Masters in Business (some really smart guests on this show, you should listen. E.g there is another solid episode with Barbara Kahn about the retail revolution.)
About MiB: "Bloomberg Opinion columnist Barry Ritholtz interviews Howard Marks, the CFA and co-chairman of Oaktree Capital Management, in his third appearance on Masters in Business. An author as well as an investor, Marks most recently wrote “Mastering the Market Cycle: Getting the Odds on Your Side,” which was released this month." Howard Marks interview here.
2. Arthur Laffer on Storybrand podcast (flat tax, LET’S GO):
"Donald Miller talks with Art Laffer, a prominent American economist whose ideas have shaped policy from the Reagan administration through today."
Other Ideas
You are the average of the five people you spend the most time with. (Not my idea, I just like it.)
This episode is really all common sense but you know what they say about that.
Finally, hackneyed but my very favorite - and AGAIN financial advice that applies to the idea of value and life in general:
Be fearful when others are greedy, and greedy when others are fearful.
-Warren Buffett
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007 - Three Random Ideas to Inspire Action
Three ideas to start your month with some thinking and hopefully some action:
- Why avoid the news (via @jasonfried on the Tim Ferriss Show).
- Nearly half of working age families in the U.S. have nothing saved for retirement. #yikes
- Billion dollar ideas that you could invent via @allison_pons.
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