Explicit Content Podcast

Explicit Content Podcast – Show Notes

Host:
Katie Martell

Date:
11.08.2019

Headline:
Carlos & Katie Talk Influencers and why that word needs to die already

Link:

Show Notes

Welcome back to another week of the Explicit Content Podcast! Katie Martell hosts this episode from the Adobe Summit 2019 in Las Vegas, Nevada. In this week’s installment, Katie interview Carlos Gil, author of End of Marketing and renowned strategist, marketer, and speaker.

Carlos and Katie dig deep into why the concept of “social media influencers” is ridiculous and why rebranding them as “brand ambassadors” would better suit what companies are looking for. Carlos shares his thoughts on the matter, as well as other means of marketing.

Sticking with social media, Carlos talks up the value of social media, how it can only help promote products more and more, and how he started working with it in its infancy. Working with it so early on in its life, Carlos also tells some stories about how it helped him to get to where he is now.


Carlos Gil: https://www.linkedin.com/in/carlosgilonline/
Katie Martell: https://www.linkedin.com/in/katiemartell/

Hosts:

Jeff Julian
https://twitter.com/jjulian?lang=en

Joe Cox
https://twitter.com/joenormal


Explicit Content Podcast is Back! Jeff & Joe kick off the show and update everyone on what to expect this season.

Jeff & Joe will be tag teaming the hosting duties this season but expect to hear some of the same content marketing superstars from season’s past and new interviews from all over the interwebs. From Augmented Reality Artists to Social Scientists, fasten your seatbelts for Season 3 of The Explicit Content Podcast.

Jeff & Joe discuss the current state of marketing in the last quarter of 2019 and the place for both creativity and deep technological prowess.

We’re excited about a new partnership with DivvyHQ this season. The DivvyHQ team has been friends of ours for a long time. https://divvyhq.com/

They’ve been in the content game for a long time and have built a content planning and execution tool for content marketing teams BY a talented content marketing team.
Let’s jump into the podcast. We aren’t sidestepping the congressional hearing, but it’s not what this episode is about. Today we’re talking about Facebook’s Oculus Connect 6 conference that was held in San Jose last month. https://www.oculusconnect.com/

Why is this year any different than the last for Oculus? Last year we didn’t have the Oculus Quest, and that may be the hardware that changes everything. It’s time for marketers to pay attention and Jeff & Joe are going to explain why. https://www.oculus.com/quest/?locale=en_US

Jeff jumps into the history of VR, starting off in the 80’s & 90’s and gets to Oculus Rift and Facebook’s eventual purchase of the VR startup. https://www.forbes.com/sites/briansolomon/2014/03/25/facebook-buys-oculus-virtual-reality-gaming-startup-for-2-billion/#1cfc30f62498

Though it wasn’t completely clear at first why a social network was interested in a VR headset that was both incredibly expensive, needed an expensive computer to run and needed a massive space and technology to even get the technology setup. VR had made leaps, but it was still just for the nerds.

VR did take marketing by storm, but it’s been in event marketing. In 2019, there’s probably not a large sporting event or conference that hasn’t had some sort of VR experience. https://mbryonic.com/best-vr-marketing/

Two years ago, Facebook releases its first wireless headset in the Oculus Go. It was underpowered and had very limited movement capabilities, but it did get rid of the need to jack into a large computer and the wires were gone. https://www.oculus.com/go/?locale=en_US

This year, Oculus released the Oculus Quest. It was somewhere in between. Not as powerful as the Rift, but much more capable than the Go, the Quest seemed to have hit the goldilocks zone of VR. Untethered with a much better experience the Oculus Quest came in at a $399 price point which put it in line with current gaming consoles from Sony, Nintendo & Microsoft.

Facebook has been steadily focused on one goal, to create a VR technology that breaks through to mass adoption.

Facebook is up to 180,000 unit sales and has reached the $100,000,000 mark on the Facebook marketplace. Just like Apple, Facebook plans to make a lot of its money through sales of games and apps on the storefront.

Let’s take a step back and talk about the difference between AR (Augmented Reality) and VR (Virtual Reality)

Jeff dives into the differences and similarities of both technologies. Augmented reality is any technology that puts a layer of interaction or content over our current reality, while virtual reality takes you completely into another virtual space unattached to our own.
https://venturebeat.com/2019/10/24/superdata-facebook-sold-180000-oculus-quests-in-q3-2019/
https://techcrunch.com/2019/09/25/oculus-eclipses-100-million-in-vr-content-sales/
https://en.wikipedia.org/wiki/Augmented_reality
https://en.wikipedia.org/wiki/Virtual_reality

If you’re into AR at all, you should check out Joe’s interview with Luke Hurd, AR artist and friend of the show, who has been traveling around the world representing Facebook and SparkAR technology.

We touch on why cloud computing is so important to the future of these technologies.
Digging into the Oculus Connect 6 conference, let’s talk about the announcements.
https://enterprisemarketer.com/podcasts/explicit-content/season-02-episode-05/
https://www.instagram.com/lukehurd/?hl=en
https://sparkar.facebook.com/ar-studio/

Jeff’s excited about the announcement of the addition of technology that allows users to lose the hand controllers and interact in the virtual world just using your hands or items from the real world.

Joe notices how Facebook keeps breaking down the barriers to using virtual reality technology.
https://www.oculus.com/blog/oculus-connect-6-introducing-hand-tracking-on-oculus-quest-facebook-horizon-and-more/?locale=en_US

Maybe the largest announcement was Facebook’s plan to finally peak into a socially connected virtual world.

Oculus also announced a simple cord that can be purchased to “jack in” to a more powerful computer, giving the Quest the ability to play the more technologically heavy games of the Rift.
https://www.pcmag.com/news/370972/facebooks-custom-oculus-link-cable-for-the-quest-will-cost

Joe sees the Oculus as one step closer to true human interaction from anywhere, bridging time and space.

Facebook releases Horizon which puts the social into the virtual experience, giving you a virtual space to interact with others. Is this where The Oasis from Ready Player One begins?
https://techcrunch.com/2019/09/25/facebook-horizon/

Marketers beware, just because this is going to be a new world, doesn’t mean users will want you to paint the walls with virtual billboards.
Marketers need to focus on experience and ask the question of how their product or brand adds value in this new world.

Oculus For Business was announced at Connect 6, which launches many opportunities for businesses to come on board and get dedicated support to begin using the Quest for training for jobs from retail to therapy.

Listen up marketers. It’s time to pay attention. We’re not saying to add a line item to your marketing budgets for virtual reality, but it’s time to pay attention and to learn. The earlier you can get involved, the more likely you’ll get advantage from those channels.
https://business.oculus.com/

Things are changing quickly, and things are complex, but get used to the shift and try to enjoy living in the future!

A reminder that we’re doing a webinar w/ our friends at DivvyHQ in November talking about content planning and how modern marketers are simplifying the complex and keeping the marketing engines running.

Lots in store this season for us at Explicit Content Podcast, stay tuned!
https://divvyhq.com/

Thank you for listening to the Explicit Content Podcast. For more information, check out enterprisemarketer.com.

On today’s Explicit Content Podcast I am talking to Luke Hurd who by day works as a Digital Immersion Director at Signal Theory & augmented reality filter creator artist with over 100k followers on Instagram. 

He’s created 27 AR filters, some of them being used over a million times. He’s amongst a small group of elite creators around the world to bring this new expression into Instagram and just last month he was invited to Facebook’s F8 developer summit and featured on Mark Zuckerberg’s keynote.

It’s clear to me now what a large part AR/VR will play in the future of technology.

Thank you for listening to the Explicit Content Podcast. For more information, check out EnterpriseMarketer.com.

Full Show Notes and Transcripts: https://emktr.co/ecp0205

In this episode of the Explicit Content Podcast, Jeff Julien and Andy Crestodina talk Marketing Tech and help marketers understand why they should be excited for what these technologies will unlock for the modern marketer.

As tech stacks get more complex and harder to implement, Andy and Jeff pull the curtain of mystery off of the subject and help you cut through all of the noise and help you prioritize what you need.

What in marketing tech has you excited right now?

Andy:
Calendly is great. We’re all familiar and we use them a lot to help us manage our calendar, but things like Drift, chatbots and others can put a meeting on someone’s schedule straight from the website. Andy sees this like more of a revolution.
There’s so much potential in being able to do this directly from the web and further bridge the gap between sales and marketing teams.

Andy has been trying out the app X.Ai which is a virtual assistant that is actually virtual. It uses an Ai powered bot to help manage your calendar with people, letting you off the hook from the time suck of finding that perfect time.

Getting on someone’s calendar directly from a business website can really effect the world of lead generation. Remember that the visitor’s true goal may be to have a conversation with us. The destination for them was never the contact form. Technology can bridge this gap for us all.
Think about your energy companies or you mobile companies. They’ve understood this for a long time. They know what your need is and they make doing that extremely easy for me.

Andy: 2 new conversion technologies without being too aggressive or doing the hard sale.
The real goal is to lead to a conversation, not to fill out a contact. This is classic B2B demand generation.

If you have a sales page on your site w/o a call to action, you just aren’t doing your job. Scroll to the bottom of your service page. Is there a face, a CTA, a verb? Or are you getting to a dead end and a footer. Don’t expect them to scroll back up to the top. This is just good digital and death to “contact for price”.

Answer our questions. Your content must answer our visitor’s questions.
When it comes to chatbots, it means instant interaction. Drift does this. Andy feels like it’s fun and easy to setup. It’s a great starter AI bot and it has an easy system to help you easily program the Ai to be smart. AI allows you to get directly to a calendar widget from the website. It short circuits all of those wasted moments and it psychologically makes the visitor feel like they’ve succeeded. They now know when they will get more questions answered.

People don’t want to be an unqualified lead, so let’s help them tell us what they’re their to find. Drifts system can help lead our users to the things that they’re interested in figuring out. Better for them, better for you.

The Video Player
Everyone knows that they need a video player, but universal players like YouTube doesn’t give us much control to drive the action back to you.
YouTube now doesn’t allow marketers to turn off the suggested videos. It’s the cheap solution and you’ll never generate leads from it.
There’s nothing wrong with putting content that we made onto YouTube, just don’t think that it’s there for conversion. YouTube should always be an alternate version.

You can now make videos that have data collectors on the front, on the back, in the middle and all over. Think about adding a Drift style Ai to inside of a video. As soon as you have their attention, we can get them to convert to a schedule phone call.
This feels like the future of lead generation.

Killer conversion tip: Make your CTA as specific as possible
Minority Report got it so wrong. Nobody saw smart speakers coming except Star Trek.
Jeff is 100% confident that in 10 years VR will be in most houses.
Andy thinks talking to Jeff is like talking to a Precog.

Look what everyone is doing right now. All the large tech brands. You can really tell what is happening by watching how they behave. Facebook doesn’t have cloud so they’re chasing the device and Microsoft knows that the future is Cloud and you can see how they’re focusing their attention.

Jeff’s favorite tech right now is Facebook’s Oculus Quest. Cheaper than a phone and a complete wireless solution. This will change the market and if you are a marketer, you better be picking one up for your team to experience where the future is going.




Thank you for listening to the Explicit Content Podcast. For more information, check out EnterpriseMarketer.com.
Full Show Notes and Transcripts: https://emktr.co/ecp0204

When the products and services you are selling look, smell, and act like several options in the market, your messaging and the experience you deliver becomes your differentiator. For your marketing team, understanding why your customers make decisions is key to your success.

In this episode, Katie Martell and Tim Riesterer dig deep into the science of customer messaging for sales and marketing.

Thank you for listening to the Explicit Content Podcast. For more information, check out enterprisemarketer.com.

Full Show Notes and Transcripts: https://emktr.co/ecp23

With a focus and background in social media and influencer marketing, Joe Cox and Megan Zander discuss the surprises that came out of this year’s SXSW and the future of creator and influencer marketing. How Facebook’s new focus on privacy may be more profitable than advertising and what marketer’s should be watching with TikTok.

SXSW and the Art of Asking

The birthplace of Twitter and Foursquare, SXSW has a long history of being a place where trends transition to the main stream. Joe had a tough time finding any big moments at this year’s festival until Megan informs him about Amanda Palmer and her fan following on Patreon.

Joe and Megan talk about Amanda Palmer and her book The Art of Asking:
•Her performance at SXSW and how it evolved the traditional format
•How Amanda Palmer interacts with her fans through Patreon
•Amanda’s marriage and performance with famed sci-fi and fantasy author Neil Gaiman
•Joe talks about what marketers should be watching more closely in the creator & influencer marketing spaces.

Facebook Privacy

What does Mark Zuckerberg’s recent statements about the future of Facebook business mean for the future of the platform and specifically the future of WhatsApp?

We talk about how privacy could be more profitable than advertising and that just because more resources are spent on this effort, it doesn’t mean that they’ll be slowing down in advertising and their traditional revenue builders.

Lastly, Joe and Megan talk TikTok, and what marketers should be looking at if they want to explore the channel more.

Megan fills us in on TikTok’s interesting history and has millions of younger users that are acting and singing their heart out on the daily.

Joe & Megan breakdown the user experience and how TikTok shows a positive future for the next generation and the main thing marketers should be looking at if they want to participate in the channel today.

They also cover how TikTok’s Chinese ownership and recent fines for teen privacy will come into play in the future and what look outs marketers should be aware of as they discuss using or exploring advertising or participation in the channel.

Thank you for listening to the Explicit Content Podcast. For more information, check out enterprisemarketer.com.

Full Show Notes and Transcripts: https://emktr.co/ecp22

This week Joe Cox interviews Gregg Witt about the current state of youth marketing in 2019.

Gregg is an entrepreneur, brand strategist author and speaker known for his profound work in youth culture. We’ll be talking a lot about the recent book he published 'The Gen Z Frequency' a super comprehensive Playbook for brands and marketers wanting to gain attention from the generation that’ll make up 40% of total US consumer spending by 2020.
He’s worked on the brand, agency and consultancy side of a ton of brands we all know FunnyOrDie, AwesomenessTV, Walt Disney World, Vitamin Water, Nissan, and Carhart WIP to name a few.

We talk about:

* Gregg’s past in the skateboarding world of the early 90s
* How the current social media environment mirrors the energy of early skate culture.
* How Gen Z is different than millennials.
* Building a playbook for Genz marketing
* The famous Nike story of entering the skateboard culture in the 90s with the introduction of the SB Dunk. This story has always been spoken about but was first published in Gregg’s book.
* How brands like Red Bull and Nike enter cultures and where brands get it right and wrong.
* Social media and Gen Z
* The three things that social brands should look out for when trying to attract Gen Z.

Our host Katie catches up with Cliff Lewis & Scott Trobaugh from the Godfrey agency, right after their popular presentation at the MarketingProfs B2B Marketing Conference.

The name of their talk was Deep and Simple: How Mr. Rogers makes us better at B2B.

Sure, he was one of the greatest communicators of the 20th century. But we’ll bet you didn’t know that Fred Rogers is also the most significant role model for B2B communicators in particular.

Katie & the guys talk about:

- How Mr. Rogers was the most significant role model for B2B communicators.
- B2B content creation can be similar to how we were introduced to industry for the first time on the Mr. Rogers Show. 
- Give your audience the awe and wonder of your client’s manufacturing or 
- The idea came from a creative brainstorming session inside their agency
- Cliff & Scott both believe that Fred Rogers is the patron saint of b2b marketing

Mr. Rogers B2B insights:

- Simplifying the complex. Communicate w/ simplicity.  If Mr. Rogers can explain death to a 4 year old, we can explain our industry to adults
- He was a brilliant communicator
- In everything Mr. Rogers did, he had a deep respect for his audience.
- Build trust by illuminating people with knowledge. 
- Always humanize your content and help people understand the humanity behind the business

Cliff & Scott share some letters that Mr. Rogers wrote to his audience. 

The anti-Mr. Rogers are marketers that can't keep from being shallow & complex.  No honest connection with their audience. 

Full Show: https://enterprisemarketer.com/podcasts/explicit-content/season-01-episode-20/

In this episode of the Explicit Content Podcast, Carla Johnson discusses the need to enable corporate innovation and ideation with Katie Martell.

Thank you for listening to the Explicit Content Podcast. For more information, check out EnterpriseMarketer.com.

Full Show Notes and Transcripts: https://emktr.co/ecp19

Do you have integrity? Are you authentic?

Recent rulings have brought social media to its knees. Our subscribers are increasingly perceptive. The theatre of sale, in our digital marketing era, is evolving toward honesty and respect for the consumer.

Carefully targeted research is an excellent tool. Privacy avoids outcry. Influencers foster transparency. Honesty is imperative.

Building trust nourishes familiarity with the public. Marketing magic, properly done, is cathartically profitable. In the new paradigm we will look for ethical content. Gone are the days of reliance upon mass metrics. To understand our base is to grow our business.

Advertising is costly. Without subscribers; we fail.

This week, on Explicit Content your MC’s for the 2019 Enterprise Marketer Conference: Joe Cox and Megan Zander promote the kick off of this event.

Thank you for listening to the Explicit Content Podcast. For more information, check out enterprisemarketer.com.

Full Show Notes and Transcripts: https://emktr.co/ecp18