marketing

033 - Top Five Tips for a Great Alexa Flash Briefing - Daniel Hill

What makes a great Flash Briefing? Daniel Hill, creator and host of The Instagram Stories Flash Briefing is our guest. Daniel and Emily Binder, creator and host of Voice Marketing - Daily Beetle Moment Flash Briefing discuss the top five tips for creating a popular Flash Briefing.

Why Daniel has the #1 Alexa Skill for search term “Instagram”:

“Others were doing similar things [marketing tips for small businesses] on Instagram, but no one was doing it on Alexa.” -Daniel Hill

  1. Length - 10 seconds, 90 seconds, or 3 minutes? Daniel suggests a longer briefing than Emily. It depends on your content.

    1. Don’t waste time on your intro and outro. Use markers. (Emily uses Pippa - click here for a $25 Amazon Gift Card when you sign up for a year of audio hosting). Include sonic branding - be consistent.

  2. Schedule / cadence - how often to publish your Flash Briefing?

    1. Make a commitment.

    2. How many days per week? 5 weekdays, or all 7 days? Should you publish on weekends? Whatever you do, be consistent and let listeners know what to expect. Listenership for Flash Briefings diminishes on weekends but you may want to post at least one or two weekend posts for the ones who stay engaged (Daniel). Consider a weekend edition (something short and simple).

    3. Survey your listeners: Daniel used a Google Form, created a bit.ly link to it, and announced it on his briefing - and he gave away an Echo to incentivize listeners to take the survey. Batch record - don’t leave this until the night before (Emily). Daniel: Fresh news briefings require recording daily most of the time. Consider recording early after the gym or whenever you feel most energized. Listeners can hear fatigue in your voice.

  3. Content: what to talk about?

    1. Daniel: It has to be newsworthy.

    2. Emily: Don’t be obvious and basic. Don’t make a briefing about something basic.

    3. Add value: “What do I know that other people don’t?” And add your take on the news you share. Example briefing (share news, give take) below or click here.

  4. What to name your Flash Briefing:

    1. Daniel: Look for a name or word people are talking about. Capitalize on popular search terms because this platform is so uncrowded.

    2. Emily: Look at Google Search Trends or Amazon’s list of top product searches. https://twitter.com/emilybinder/status/1117167808851382274.

  5. What’s the point of your briefing?

    1. Emily: Public speaking should make your audience feel something, remember something, and do something. Look at your briefing as a body of work over time. You need a central theme or idea that is the backbone of all your content.

    2. Daniel: Make a Flash Briefing that is niche: example: not just fishing, not just deep sea fishing, but Sustainable Deep Sea Fishing!

danielhillmedia-tweet-instagram-stories-flash-briefing-alexa.png

About Daniel:

Daniel Hill is obsessed with figuring what grabs people's attention and holds it. What makes someone tap the "like" button or double tap on a picture? What makes someone post the crying emoji or share a post with their private text message group?  Daniel currently works at Columbia University Medical Center and runs DanielHillMedia, where he teaches small business owners how to use Instagram. He hosts an Instagram podcast, called "The Instagram Stories", and launched the first Instagram Amazon Alexa Flash Briefing Skill where he gives daily news updates and answers questions. You can find him on Instagram @danielhillmedia. 

Connect with Daniel:

The Instagram Stories Flash Briefing

Twitter and Instagram: @DanielHillMedia


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.



Get it on Google Play

Click to subscribe then say “OK Google, play Beetle Moment Marketing Podcast”

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.

011 - Marketing Meat, Milk, and Mayo

Marketing is powerful for both good and bad, fear is a great motivator, and Big Ag’s lobbyists should scare you more than the NRA’s. This 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.

The Standard American Diet (SAD) leads to disease and rising healthcare costs. And contributes greatly to climate change. And we’re arguing over product names

Show notes:

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 

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.

  • You can save 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 that people are eating alternative meats. Stop thinking of the marketplace as a finite pie where your brand has a little slice, a fyfedom around terms like “mayo,” and imagine a bigger pie.

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) say “Alexa, play Beetle Moment Marketing Podcast”.