podcast

027 - How to Make the Voice Assistant Like Your Brand


Hear how the future ubiquitous voice assistant will decide whether to promote your brand.

We spend major ad dollars on the duopoly (Google and Facebook) with Amazon a distant third. Those ad dollars will shift.

Telenav announced that it is integrating Amazon Alexa into its automotive navigation system offering.

1.0:

The voice assistant we know today will be so much smarter tomorrow. 

Your shadow, your assistant:

The voice assistant will be every person’s personal assistant, their shadow, their life historian and documentarian. It will mitigate our drudge work for life admin tasks like errands and comparison shopping. It will save us all kinds of time. I hope we use that time well.

What won't change:

We are at the mercy of an algorithm today: many ecommerce retailers live and die by SEO on Google and on Amazon. Tomorrow our brands will be at the AI's mercy. The data will be richer, the algorithm more complex.

Amazon, which is nearing $800 billion in value, is making a noticeable push in advertising products, hoping to grab a piece of Google and Facebook’s duopoly of digital advertising. Voice commerce is estimated to be a $18.3 billion opportunity by 2023.

Amazon, which is nearing $800 billion in value, is making a noticeable push in advertising products, hoping to grab a piece of Google and Facebook’s duopoly of digital advertising. Voice commerce is estimated to be a $18.3 billion opportunity by 2023.

This idea of the future is not radically different from the game we play with search engines today. You bid to be at the top based on a user’s query, or you work on your content to rank high organically.

The same process will happen but with less screen, and more anticipation of the user’s needs or next purchase.

When the assistant recommends a product, it will try to match to the user’s needs, history, and preferences. Google does this today with search results. Your website gets rewarded for relevancy. Everyone tries to game the SEO algorithm but ultimately if you have great content that solves the searcher’s problems google knows it and ranks you higher. There is no silver bullet.

Up Next:

Tune in next week for episode 28: my upcoming interview with Jon Chu, an expert in voice first ecommerce and retail.



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026 - Marketing in 2019 & Beyond: Social Media and Voice

Year-end episode. Predictions - keeping it simple, two areas of focus:

  1. Social media - tech companies and their manipulation-based business models will change. They’ll evolve in two ways: First, greater transparency that frustrated users will seek. Second, more cohesion with government (as Steve Case posits in The Third Wave).

    Facebook (including Instagram), Twitter, and LinkedIn: the revenue models are based on manipulation through constant feedback loops that surveil users (the product). This is the new fast food. Users will begin to see it as unhealthy like they do cigarettes and Big Macs.

  2. Voice marketing - why smart speakers and voice assistants are like the automobile in 1903 (famous Ford/Horace Rackham quote). Voice is not a fad.

1-minute clip:

Also mentioned:

  • 06:40 - Brian Roemmele, The Oracle of Voice re: “computerese” - Brian is spot on. 06:40

  • 08:16 - Mitch Joel (I quote Mitch re: the 1.0 state of smart speakers and how it’s like the internet before the hyperlink - hard to navigate). Spot on again.

  • Join me at The Alexa Conference on January 15-17, 2019. Get 20% off tickets with promo code: ALEXASPRK203

024 - Instagram Influencer Marketing and Authenticity

I spoke with Jamie Stuckert, Marketing Manager at Wild Foods, an Austin-based natural ingredients company. We talked about influencer marketing, focusing on what works and doesn't work on Instagram for building an authentic brand and educating people about health. Jamie shares her experiences running social media for the brand account for Wild Foods and her own personal brand, Keto Like Jamie.

Jamie has stories about followers seeking medical advice through DMs, inspiring people to lose 100 pounds on keto, and toxic energy drinks using models to promote their products.

The bottom line is that being real - flaws and all - works.

Hear bonus content - part 2


Timestamps:

3:18 We don’t throw just any picture up for the sake of having content

3:40 Goal on IG is to educate

4:20 KetoLikeJamie - personal brand

6:00 Overcoming self-consciousness and being really honest - imperfection is okay

6:26 How do I market my brand with influencers?

6:52 What works when it comes to influencers?

7:32 We want to pay for someone who stands by our brand, uses our product daily, is into the natural lifestyle

Follow Wild Foods and Jamie on Instagram:

@WildFoods

@KetoLikeJamie

Jamie's YouTube channel

Learn more about Wild Foods: https://www.wildfoods.co/

023 - Easy Alexa Skills for Brands - Brielle Nickoloff, Voice UX Design - Witlingo

Hear my conversation with Brielle Nickoloff, Voice UX Designer at Witlingo. We discussed what the startup is doing to help podcasters, politicians, entrepreneurs, authors, comedians, and other content creators or personal brand promoters get voice skills onto Amazon Alexa or Google Assistant quickly and easily.

“Castlingo is the easiest way to publish short audios to let your audience listen to what you have to say.”

Get a Voice Marketing Presence with Castlingo (check out their promo which ends 12/8/18).

brielle nickoloff headshot.jpg

Brielle Nickoloff is a Lead of Voice User Experience Design and Research at Witlingo, a Washington D.C., based startup that builds products and solutions for Voice First devices and platforms, such as Amazon’s Alexa, Google’s Assistant and Microsoft’s Cortana.

Brielle earned dual Bachelor’s degrees in Linguistics and Neuroscience at the University of Colorado, Boulder. Much of Brielle’s research in the space began with a closer look at the ways one’s emotional reaction to a voice interface is notably more inflated than reactions to other types of user interfaces. She loves to design for maximally accessible and minimally intrusive technology by leveraging the beauty of natural human language.

Attend the Alexa Conference January 15-17, 2019 (Brielle and I are both speaking - come say hi!)

40% of adults now use voice search once per day. Read more Voice First Facts from Witlingo.

Follow Brielle Nickoloff on Twitter: @ElleForLanguage (I love her handle!)

021 - Marketing a City: Atlanta (Part 1) - Interview with Melanie Touchstone

Enjoy part 1 of my interview with Melanie Touchstone, Director of Digital Marketing for Metro Atlanta Chamber.

ATL Brand Box: http://atlbrandbox.com/

Get in touch with Melanie:

https://twitter.com/MelTouchstone

The Digital Dive Podcast, 2010-2012: http://thedigitaldivepodcast.com/

Recorded November 16, 2018.

020 - Voice Marketing with Alexa Flash Briefing - KiKi L'Italien Interview

I interviewed KiKi L'Italien, CEO and Creative Technologist at Amplified Growth, about Voice Marketing with Alexa Flash Briefing.


Topics:

  1. How are you using voice for marketing? For yourself, #assnchat (Association Chat), or your clients?

  2. What do you see being the biggest ways voice tech will impact marketing and business?

  3. The popular stat is 50% of searches will be screenless by 2020:

  4. What can brands and marketers do now to prepare for how prevalent voice search will be?

  5. What are your favorite Flash Briefings or Alexa skills?

Mentioned: podcast about microphones on the bus picking up coughs to measure sickness in a region - I cannot find this - I thought it was on VUX World but apparently not. The agency and interviewee was based in Kansas City... anyone know? Will update here if I find it.

kiki-litalien-bio-standing.jpg

Get in touch with KiKi

RELATED video: Why You Need a VOICE MARKETING Strategy Now


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019 - Marketing Yourself (Interview with Kristen Knepper)

Kristen Knepper from Work Like a Girl interviewed me about how to market yourself. We covered some of the challenges we face as women, especially young women, when trying to market ourselves to advance our careers or build our personal brands.

You can watch the full interview here.

COMING SOON: Tune in next week for my upcoming interview with Kiki L’Italien about Voice Marketing with Amazon Alexa.

Topics:

  1. What's the resistance to marketing oneself for most people?

  2. Why do women in particular resist "marketing" themselves at work?

  3. I notice women being modest on their resumes/cover letters (e.g., "worked on team that created" rather than "created"). What advice would you give a woman who thinks she's not truthful or bragging when speaking boldly?

  4. Can personal aspects enhance the professional brand? Should they?

  5. Self sacrifice and giving to others is a feminine ideal, but many women compete with one another at work. Why is this?

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Brought to you by our friends at Pippa. Pippa is the simplest, smartest way to share your podcast (or Flash Briefing). Visit Pippa.io to get started. <— Get a $25 Amazon gift card with my link.

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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If you enjoyed this podcast please leave a review on Apple Podcasts to help others find the show. I'd really appreciate your feedback!

OUR SPONSOR:

Brought to you by our friends at Pippa. Pippa is the simplest, smartest way to share your podcast (or Flash Briefing). Visit Pippa.io to get started. <— Get a $25 Amazon gift card with my link.

016 - Voice Marketing from Stubb's BBQ (Alexa Skill)

Neat use of real warm audio - true voice of a brand - that offers novelty, fun, and some utility. Good example of early voice marketing. Playful and I like that it’s based on archival material.

Stubb’s Legendary Bar-B-Q Sauce was created by the west Texas barbecue hero and beloved Stubb’s founder, C.B. Stubblefield. Now Stubb has his own Alexa skill. The “Ask Stubb” skill pieces together past voice recordings of Stubblefield to bring recipes, stories, cooking tips, BBQ tunes, and some larger than life personality to Alexa users, straight from the man behind the brand. 

Skill created by Proof Advertising in Austin.

Video preview of the skill here.

Stubb-272x300.jpg


•” The skill includes ten tips, more than 20 recipes and a few of Stubb’s favorite songs.
• Users can order Stubb’s Bar-B-Q sauce directly from the skill.
• After the first week of launch, Ask Stubb was featured as a popular skill on the Alexa Skills Store.” -via CommArts

Takeaway:
With Alexa skills and voice right now, done is better than perfect. Establish a presence like this because this is all leading toward voice search optimization on Amazon, one of the largest search engines. Stubb's will ultimately sell more BBQ sauce because of this. In this case, it’s content marketing to drive ecommerce through voice.


Like it?

If you enjoyed this podcast please leave a review on Apple Podcasts (I'd really appreciate your feedback!). Tweet me @emilybinder and let me know what you think.

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Brought to you by our friends at Pippa. Pippa is the simplest, smartest way to share your podcast (or Flash Briefing). Visit Pippa.io to get started. <— Get a $25 Amazon gift card with my link.

015 - Why Voice First and Smart Speakers Are a Marketing Must

What is Voice First?

Topics:

  • Position Zero or bust

  • Voice search

  • Speech recognition

  • Alexa Flash Briefing

  • Smart speakers

  • Alexa

  • Amazon Echo

  • Google Home

  • Transcribing all of YouTube automatically

  • Carl Jung and the collective unconscious - how this applies to indexing our global speech

  • “Marketing is three things: direct response, and PR; the rest is just tactics.” - Bob Knorpp, host of The BeanCast


Mentioned on the show:

  1. See my YouTube video: Why You Should Create an ALEXA Flash Briefing | MARKETING Your BRAND

  2. Voice Tech Podcast with Carl Robinson: Perception of Smiles in the Voice, with Pablo Arias, IRCAM (here's what I tweeted about this neat show)

  3. Moz Podcast: The Science of Voice Search, with Neil Martinsen-Burrell

  4. Google Duplex:

Please Leave a Review!

If you enjoyed this podcast please leave a review on Apple Podcasts (I'd really appreciate your feedback!). Tweet me @emilybinder and let me know what you think.

OUR SPONSOR:

Brought to you by our friends at Pippa. Pippa is the simplest, smartest way to share your podcast (or Flash Briefing). Visit Pippa.io to get started. <— Please use my link so they’ll know I sent you!

013 - Who's Been Programming You?

Leslie Moonves, the longtime chief executive of the CBS Corporation, stepped down on September 9, 2018 amidst sexual harassment allegations. The CBS board announced his departure, effective immediately. Here we go again. Many of the men who have been outed for sexual harassment or assault spent years determining what TV shows, movies, and news programs millions of Americans watched on a daily basis.

How do you think sexism, bias, misogyny and sexual harassment in the most powerful companies in charge of storytelling have influenced society? Directors, writers, showrunners, studio execs, news anchors, news executives, and more.

We've got the Weinstein effect in full force amidst #MeToo:

Woody Allen

Roman Polanski

Matt Lauer

Mark Halperin

Charlie Rose

Roy Price

Roger Ailes

Bill O'Reilly

James Toback

Louis CK

etc.

All denied any nonconsensual sexual activity. But .... yeah right.

Programming informs culture. Stories set social norms. And it's not just the shows, it’s also the advertising.

Ask who writes your programs.

If you enjoyed this podcast please leave a review on Apple Podcasts (I'd really appreciate your feedback!). Tweet me @emilybinder and let me know what you think.

OUR SPONSOR:

Brought to you by our friends at Pippa. Pippa is the simplest, smartest way to share your podcast. Visit Pippa.io to get started. <— Please use my link so they’ll know I sent you!

011 - Marketing Meat, Milk, and Mayo

This podcast contains a Flash Briefing of the same name from a few days ago. If you already heard that brief, skip to 05:10.

Here's how to listen to Flash Briefing on your phone with the Amazon app (no Echo required).

Mentioned:

Hellman's Mayo (Unilever) sued little Hampton Creek over their eggless mayo (Just Mayo) - 2014.

Then after all, Hellman's gave vegan mayo a go.

Big Ag (Big Agriculture) are the first or second most powerful lobbyists in Washington. The NRA is anathema to many when we talk about lobbying, but Big Ag is more impactful to our health and the environment than any other group. And even the Sierra Club and Greenpeace are Big Ag's bitch - here's more on that: Cowspiracy is a documentary worth watching.

Missouri has become the first state to regulate the word "meat," ruling that lab-grown "meats" and plant-based alternatives can't use the word. According to USA Today, producers can be fined for "misrepresenting a product as meat that is not derived from harvested production livestock or poultry." The law was pushed by the Missouri Cattlemen’s Association, which has argued that the term is confusing shoppers and harming ranchers. Just days before, the maker of Tofurky filed a lawsuit in the state seeking to block the regulation and allow the company to continue to use "meat nomenclature" like "sausage" and "hot dogs.” Via LinkedIn News 

Reminds me of Hellman’s Mayo (Unilever) suing little Hampton Creek, maker of “Just Mayo”, a vegan alternative that saves tons of water and pollution per year by omitting eggs. If our planet is going to make it another hundred years, we can’t continue factory farming at this rate. It is flat out unsustainable.

For example:

  • The water required to produce a pound of beef = 32 showers.
  • A 1/4 pound of hamburger requires over 600 gallons of water to produce
  • 29% of the world’s water goes to animal production.  1 in 6 or 1.1 billion people go each day without access to clean drinking water.
  • +50,033 gallons of water by giving up dairy = over 200,000 gallons of water per year by simply leaving meat and dairy off the menu!

We should be happy people are eating alternative meats. Also, anyone think about Camille Preaker with this rule coming from Missouri? Pigs are smarter than dogs, you know. #WindGap


HEAR THIS PODCAST ON ALEXA:

On your Amazon Echo device (or in the Amazon shopping app), add the Beetle Moment Podcast Skill then say:

"ALEXA, PLAY MARKETING PODCAST." <--- THAT IS MY INVOCATION. #LANDGRAB.

010 - Future Flight Attendants and Captains of S&M

  • Sexist stickers for kids onboard TUI.
  • PR crisis fail - no main brand Twitter account to issue a statement.
  • What is the deal with gender roles today? It’s confusing to be expected to display assertive traits in the office and “feminine” traits at home. And why are so many young men not acting like men?
  • Chuck and Wendy Rhoades have a special power balance on Billions and domination/submission role play is a release more common than you may think.

GET THE MARKETING GOODIES:

Hear this podcast on Alexa:

On your Amazon Echo device (or in the Amazon shopping app), add the Beetle Moment Podcast Skill then say:

"ALEXA, PLAY MARKETING PODCAST." <--- THAT IS MY INVOCATION. #LandGrab.

007 - Three Random Ideas to Inspire Action

Three ideas to start your month with some thinking and hopefully some action:

  1. Why avoid the news (via @jasonfried on the Tim Ferriss Show).
  2. Nearly half of working age families in the U.S. have nothing saved for retirement. #yikes
  3. Billion dollar ideas that you could invent via @allison_pons.

GET MORE MARKETING GOODIES:

Subscribe to the Beetle Moment Marketing Podcast on Stitcher

On your Amazon Echo device (or in the Amazon shopping app on your smartphone), add the Beetle Moment Podcast Skill then say:

"Alexa, play marketing podcast." <--- That is my invocation. That is called a land grab.

005 - Productive People Don't Care About Texting

When it comes to texting, the always-on mentality is a problem. Drop your sense of entitlement and assumption that the recipient has their phone on hand 24/7. We need quiet without distractions in order to think. Your text is not that important.

Article that inspired this brief: The 7 Things You Need to Know to Text With Good Etiquette

1) Subscribe to the Beetle Moment Marketing podcast here.

2) Get the Flash Briefing: Add the Beetle Moment Marketing Skill to your Amazon Alexa device (or search "Beetle Moment" under Skills in your Alexa app).