Digging Deeper

Social commerce is a big term with a lot of meanings. Fancy.com is trying to put more definition around it for consumers of the site's marketplace of custom and interesting items for home decor, fashion, accessories and beyond.

Abbey Schoenberg, Fancy.com's director of marketing, joined Digging Deeper to talk about the site's approach to growing its online retail presence, incorporating social commerce into how people shop and the sales channels and strategies she uses for the site's growth. Schoenberg spent time at Forever21 and Oakley, as well as travel brand Contiki Holidays before landing at Fancy.com.

Give the episode a listen and pass it along to your colleagues so they can get Fancy about social commerce.

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Jessica Yarmey started KickHouse, a franchise fitness studio brand, in the middle of the COVID-19 pandemic. In fact, she started it in many ways because of the pandemic. The concept grew quickly. She added 35 stores in a matter of weeks and has a goal of 200 studios by the end of 2021.

Yarmey joined Digging Deeper to share the creativity that went into filling what she called a void in the fitness marketplace—not a void in kick boxing concepts—a void in how studio owners were supported. Christy Hiler and Jason Falls chat with Yarmey about what appears to be a bright 2021 for her.

Give it a listen and share it with someone who you think will be inspired to kick-start their 2021 with an interview with the CEO of KickHouse!

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As the holiday season comes upon us and 2020 comes to a close, we thought it appropriate to unwrap creativity a bit on Digging Deeper. Whit Hiler, Cornett's executive creative director, joined Jason Falls to talk about creativity, how COVID has impacted creative thinking and what his litmus tests are for ideas and new hires.

Hiler was named one of AdWeek's Creative 100 last year and was once called the most talented creative in America by Digiday. We certainly won't argue with that. He's one of the reasons Cornett helps make creativity a business advantage for our clients.

Whit and Jason talk about the successes our client at VisitLex has had being creative in a challenging year for the tourism industry, the thinking behind the now famous NeighSMR video (which has 1.9 million views on YouTube) and a lot more.

So grab the ribbon and rip into the gift that is creativity and Whit Hiler. (And have a happy holiday, too!)

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Search visibility refers to how many links on a given search result page lead to your brand. They may not be your website, especially if you have e-commerce or retail channels that compete for terms, too. But it's not just SEO that effects visibility, either.

Chris Dickey is the CEO of Visably, a software that offers an analysis of your true search visibility -- accounting for third party websites and sources as channels -- to illustrate just how visible you are. He joined Digging Deeper to explain the role of public relations in search visibility and how brands can improve how search result-optimized they truly are.

Give it a listen and share it with a PR, or SEO, professional you know.

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Few people are more widely known for social media marketing than Scott Monty. The first executive specifically dedicated to social media marketing at a Fortune 10 brand, Monty led those efforts at Ford Motor Company from 2008-14. His work has often been credited with helping Ford turn around its fortunes after the bailout controversies in the auto industry and the recession of the late 2000s.

Known for his relationship-building influence marketing programs and engaging executions with customers through Ford's social channels, Monty set a shinning example for future company social leads. But Monty was known in the industry before Ford. He was one of the original strategists for Crayon, Joseph Jaffe's groundbreaking social marketing firm that was one of the first dedicated social shops in the U.S.

Monty has spent much of his time since Ford building strategies for and counseling corporate executives and companies on the power of storytelling, transformational change in organizations and leadership. He joined Digging Deeper to talk about the power of storytelling, level set on influence marketing in 2020 and more.

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For business-to-business marketers, lead generation has become something of a puzzle. COVID has forced the postponement or cancellation of may conferences, exhibitions and events that some brands use as primary lead sources. But replacing part or even all of a company's leads with digital and virtual content isn't easy.

Netline is a company that offers B2B content syndication to drive leads. David Fortino, Netline's chief strategy officer, sat in on Digging Deeper to explain how that works, what the shifts he's seeing in the B2B space are and where companies can make up some of that difference. We also talked about the B2B research report Netline and On24 collaborated on as well.

Discover a creative way to drive leads with content syndication in this episode. And be sure to share it with a B2B marketing friend when you're done.

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It's Thanksgiving week, so in lieu of a guest, Jason Falls opened the topics on the live stream and fielded questions from viewers on a variety of topics. With Black Friday upon us, the search and use statistic came to the forefront which opened a nice conversation and social commerce and advice for preparing your brand for the direct to consumer future.

Jason also shared an experience of being pitched an idea for a show guest that led to a cautionary tale for those doing similar public relations work for their brands and clients. And one viewer had some interesting questions on B2B marketing that opened the discussion as well.

Enjoy this open topic episode of Digging Deeper and have a happy holiday!

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Creativity fuels a good portion of what we do every day -- the universal "we," not just those of us at Cornett. Creativity expert Nir Bashan says as a species we've been lulled into turning off the creative side of our brand in favor of the analytical side to our detriment.

He joined Digging Deeper to talk about his approach to creativity, which he captured with useful ideas in his new book The Creator Mindset. He talks about why businesses don't know how to manage creativity, what we can all do to change that, how we can think differently about problems to fuel our own creativity and more.

Give the episode a watch or listen and let us know what drives your creativity as well.

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Influencer marketing is on track to be a $50 billion industry by next year. That's one of the reasons we talk a lot about the topic on Digging Deeper. But we don't often get to look at the opportunity to connect with audiences via a trusted third party influencer from the other perspective -- that of the influencer themselves.

Malvika Sheth is a rising fashion, beauty and style influencer with her engaging channels found under the Style by Malvika brand name. She's active on Instagram, YouTube, TikTok and her website. She joined host Jason Falls on Digging Deeper to talk about the life of an influencer, her entry point and relationships with brands and how she sees the industry evolving.

Dive into the episode and be sure to share it with colleagues who might benefit from being inside the influencer mindset.

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COVID has certainly had an incredible impact on many businesses. The travel and tourism space may be affected as much, if not more, than any. But 2020 couldn't hold the Rock & Roll Hall of Fame back.

Risa Goehrke is the Hall's director of brand and content strategy. She joined Digging Deeper on induction ceremony week to talk about how COVID changed her team's plans, how they took a unique, authentic position about content but still engaged fans and followers during the down months and how the Hall has come out of the wave of summer obstacles with optimism and a new, amazing digital exhibit.

The Rock & Roll Hall of Fame Induction program airs Saturday night at 8 p.m. ET on HBO and HBO Max. But Risa Goehrke gives Digging Deeper the scoop in this episode.

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