RECAP TRANSCRIPT:

00;00;10;00 – 00;00;36;13

Duncan Alney

So and some of the beverage brands that we work with that you might recognize Justin Winery, Noble Vines, Ash and Elm Cider here in Indianapolis are a recent partner and of course Upland Brewing that a lot of people in this part of the world know. We work with some bigger brands to Netflix. Sony, Purdue University. You might recognize some of those and let’s jump into it.

00;00;36;14 – 00;01;01;14

Duncan Alney

That’s a little bit of context. I’m Duncan, I’m the founder of the company and let’s talk about what we can expect to come up this year. One of the things we’re seeing very strongly, it’s not across the board, but a trend that is being done well by some, which is storytelling. And, you know, so sharing the narrative of the brand, telling the story of the brand, the why, the how.

00;01;01;14 – 00;01;11;22

Duncan Alney

And I’m really proud that our friend Michael Husain is an integral part of our company and architects a lot of our client stories and let’s hear from him.

00;01;12;04 – 00;01;35;16

Michael Husain

Well, what’s cool about social is that it’s a bit of a, you know, a sort of a mosaic way of telling a story. You get a little bit through pieces. It might be video content in a traditional form. It might be very user generated and, you know, not crafted in the way that it often might be, but it might also be just a simple text post.

00;01;35;24 – 00;02;02;06

Michael Husain

It might be just a graphic, it could be a meme, it could be lots of different things. But if you curated it all together, it begins to form a picture. It begins to form a narrative. And so that is where a story really just takes shape in a different way on social. And that’s super exciting if you’re somebody into story, which is what I love to do.

00;02;02;17 – 00;02;17;29

Duncan Alney

And so I think the key pieces here that I want to I want to unpack a little bit is that it isn’t a bunch of facts. It isn’t, you know, people started here and we did this. And, you know, this is this is why we think you’d love us just what a lot of brands do. It’s they talk about the benefits.

00;02;17;29 – 00;02;37;22

Duncan Alney

They talk about the features. But I think the piece here is if you want story to make a difference for you, it’s got to be memorable. It’s got to be memorable, it’s got to be relatable and it’s got to maybe even have some vulnerability in it. And this might you might ask what is what is a story? It’s discovery stories, you know?

00;02;37;23 – 00;03;01;24

Duncan Alney

So why do people love a brand? Where did the brand come from? It? Is the brand helping you to solve a problem? Or maybe it is a way, it’s a tool for you to solve the problem. Also, this love stories. There’s all different kinds of stories that you have the opportunity to use some of these styles. Using characters to to connect.

00;03;01;24 – 00;03;24;29

Duncan Alney

You know, stories always have characters, you know, who are the characters and do they make your brand more relatable? In the case of Firebelly, you’ve probably seen more and more content from two of our creators, Sarah and Grace, and it’s because they’re relatable people. They tell stories really well, and you can use emojis. You can use memes as so many ways to tell stories.

00;03;24;29 – 00;03;56;08

Duncan Alney

But the key part here is to use characters to connect. As Michael said earlier, the thing that makes storytelling particularly different on social is the fact that it’s social in itself isn’t linear. It doesn’t go from A to B to C to D, it’s all over the place. You know, you might jump on on Instagram and you might hit a traffic light and you decide to jump off and you get on your couch and you go to watch some TED talk and maybe later you’re going to check on your family on Facebook and you’re going to see stories in different order.

00;03;56;19 – 00;04;22;05

Duncan Alney

So each story has to be sort of self sufficient and complete and able to communicate a tiny piece of this story. And that’s an important piece to remember. But as we do this, it’s important to also remember that people like heroes. I mean, that’s the basis of storytelling as we know it. I mean, this is one that we all recognize, of course, and it’s surprising how far and wide you can travel in the world.

00;04;22;10 – 00;04;48;22

Duncan Alney

People know Luke Skywalker and Darth Vader. You know, we know that Luke is, you know, the big hero and he’s on his hero’s journey. And, you know, Darth is there to help them grow and challenge him. And then the question becomes, is your brand Luke, or is your brand Luke’s light saber? Either way, you know, you’ve got to focus on what the audience resonates, what’s relatable to the audience, and what you can build up an emotional connection with.

00;04;49;07 – 00;05;14;21

Duncan Alney

That emotional connection is really what we want to focus on, especially with social. There’s so many opportunities to focus on building a social connection, you know, whether you’re using imagery that just cuts through the clutter, maybe it’s the static image, maybe it’s a video, maybe it’s a style. And we all know about how Tiktok’s done some amazing things with research around sounds and what makes sounds sticky.

00;05;14;21 – 00;05;44;24

Duncan Alney

And you can find more about that on the Firebelly blog. You know, why do some reels Instagram do a whole lot better than others? It’s because of the sound and the words. Of course, you know, we live in a highly visual social world, but the words do matter. And of course, you know, when we talk to our clients and those clients that believe that the words matter more than anything else, which isn’t the case, but they still matter.

00;05;44;24 – 00;06;12;24

Duncan Alney

So storytelling, you know, we’ve got to do it, but we got to do it the right way. And here’s we pulled out a couple of brands that we really like Humans of New York does an amazing job you know talk about interesting funny relatable you know just moving stories and it’s it’s been a huge success for Julian, the guy that founded this all and he speaks he’s got books I mean it’s it’s it’s it’s a brand with a lot of legs.

00;06;13;04 – 00;06;38;12

Duncan Alney

But the key piece here is that they’re all stories about people, about humans and their vulnerabilities. Dove has done something interesting over the last year where they are focused on a military man who was away from home and talked about how he deals with that. And how his wife deals with that, how he missed his the birth of his child.

00;06;38;18 – 00;07;03;11

Duncan Alney

And I think while they didn’t sell anything with this sort of series of vignettes, what they really were able to do is to form a connection to let their female viewers know that this is an important part of their story and also for men to be able to connect with. Um, another one here, which is relatively straightforward, is Lululemon.

00;07;03;11 – 00;07;29;12

Duncan Alney

And it, it doesn’t have to be a huge thing. It’s just a product. They encourage people to upload photos and videos of themselves doing yoga all over the world, know Mexico, New York, all over the world, and it connected people and their use of the product. Another one that I really love and I do every year is the Spotify Unwrapped, because it tells you as a Spotify listener, what did you listen to?

00;07;29;13 – 00;07;49;19

Duncan Alney

What did you enjoy? What are the surprises? And then you can share that. And so people find out and they’ll have people coming up to me, Boy, I didn’t know that you loved that particular song by Gordon Lightfoot so much. And it’s it’s an interesting way for people to tell their story about their experience with your brand. The other one that’s interesting, too, is BeReal.

00;07;50;00 – 00;08;13;00

Duncan Alney

Some of you may be a part of that. And so in my opinion, a relatively boring social platform that just focuses on on on maybe too much authenticity. But what they did at the end of 2022 is they gave you the highlights of your year. And I shared that to Instagram. And it’s a great way for people to see your story, you know, through your own eyes and the brand story too. Next,.

00;08;13;05 – 00;08;33;02

Duncan Alney

And this will be a large part of our presentation today is that video will dominate over the next year. You know, we’ve been saying that for years. Video will emerge. Video will emerge. Well, it’s emerged and it’s already dominating and it will continue to dominate. So let’s set the context a little bit. Why do we think video will dominate?

00;08;33;12 – 00;09;10;08

Duncan Alney

Look at the numbers. Facebook, YouTube and Instagram all have over 2 billion active monthly users. Tik Tok, depending on who you talk to, has 1.2 billion to 1.6 billion people that are on TikTok on a daily basis. This does not include non-mainstream video platforms. This does not include fringe platforms. So the case for video based on your audience is huge, or it’s in general for Gen Z, Millennials, Generation Xers, and even even even baby boomers.

00;09;10;08 – 00;09;41;19

Duncan Alney

Everyone’s watching the video and it’ll continue to rise. But the interesting piece is here that it isn’t all forms of video, it’s specifically short form video in the form of reels, Tik Tok and YouTube shorts. So it’s interesting because these platforms all invested in this highly consumable form of content, which coincidentally also coincides with our rapidly diminishing attention spans.

00;09;41;29 – 00;10;01;25

Duncan Alney

So you just have a very short amount of time to present your story and make it connection or not. And look at some of these stats here. How long did we get this question? All the time. How long should a social media video be? Depends on the platform. If you’re on Tik Tok, 7 to 15 seconds, think about that.

00;10;01;25 – 00;10;29;23

Duncan Alney

You got 7 to 15 seconds to say something. I can’t see anything in a minute. Twitter, 44 seconds, YouTube, short, 60 seconds or less. LinkedIn videos, which nobody watches, Max, 30 seconds and so on. And I think the point is that it you really you can’t shoot the same thing and use it the same way everywhere now. And it makes sense if it isn’t just for the big audience, which is compelling on its own.

00;10;30;03 – 00;10;59;14

Duncan Alney

I look at some of these stats if you want something to be shared, social video gets shared 1200 percent more. So this tells you that you should be really looking at your goals and at the type of content you’re creating. So not every piece of content will do everything you want it to do. 50% of viewers aged 18 to 34 said they would stop what they were doing to watch a video from their favorite creator. In our family, our 11 year old son.

00;10;59;14 – 00;11;27;12

Duncan Alney

If he is not on a device or playing Fortnite, he will leave what he’s doing to come and watch the video we are watching. 55% of people in general based on Hubspot’s research who view online videos every day. More than a billion people view videos on Tik Tok every day. And what’s really staggering is how how these different channels content is being consumed.

00;11;27;12 – 00;11;53;25

Duncan Alney

So, you know, this is something that you might want to pay attention to. It’s like you’re struggling or you already doing things on Tik Tok, YouTube and Instagram. How do you decide what to do more of or less of? Instagram is the frontrunner, right? But let’s not forget the fact that YouTube is part of Google. And so they’ve they’re the largest search engine in the world and arguably the largest video search engine in the world, as well as a social media platform.

00;11;54;06 – 00;12;27;16

Duncan Alney

They’ve got an amazing ad engine. So all the kind of BS difficulties you run into with pixels and getting the ad, the ads working right, and all kinds of kind of complications with TikTok and Meta in general. Those don’t exist in the same extent on on Google. So there’s definitely an advantage there. But no one is talking about YouTube the same way that they talk about a TikTok, TikTok where a lot of stuff is happening, TikTok, you know, captured the imagination of so many people and, you know, a lot of people don’t like that.

00;12;27;16 – 00;12;56;28

Duncan Alney

They want to focus on the privacy issues the TikTok brings with them. But TikTok has definitely got that advantage. Now, what we’ve been doing here at Firebelly, we’ve been testing different content by channel and we’re going to get into that here in a second. So let’s look at I’m going to play a couple of these pieces of content so you can sort of see the differences between what we consider to be successful content on Instagram, versus TikTok, versus YouTube.

00;12;58;02 – 00;13;01;21

Speaker 2

You put your family to TV for a holiday photoshoot.

00;13;01;21 – 00;13;31;13

Duncan Alney

You short quick gets the message across. Now, here’s something from YouTube. Let’s pick this piece over here. This is how you make crunchy Taco Supreme from Taco Bell. The difference between it and the normal crunchy tacos. There, the tomatoes. And there’s also sour cream.

00;13;31;26 – 00;13;32;07

Speaker 2

And.

00;13;34;23 – 00;13;36;19

Duncan Alney

Now let’s look at look at TikTok.

00;13;38;11 – 00;13;52;19

Speaker 2

Maybe.

00;13;52;19 – 00;14;13;26

Duncan Alney

So you see the differences, right? YouTube in particular has a sort of cross-generational appeal. But if you see that particular piece from Taco Bell, it’s focused on a much younger audience. Whereas the the I’m sorry, the Taco Bell is actually the millennial audience and the millennial audience. That piece is more scripted. It’s got more music, it’s planned.

00;14;13;26 – 00;14;37;06

Duncan Alney

Whereas the other piece from TikTok is just fun and that’s getting it out there. Now, lots of people talking about TikTok right now. What’s happening with TikTok? Where is it going to go from a marketing perspective? How can my small brand of my medium sized brand be a part of this TikTok thing and it’s been the first app non-Facebook app to reach over 3 billion global downloads.

00;14;37;20 – 00;15;06;27

Duncan Alney

People are opening the app 38 to 55 times per day. And interestingly enough, even though there are so many businesses on TikTok, entertainment and dance remain the top categories that last little TikTok piece I showed you, you can see they’re talking about their brand. But in that kind of entertainment and dance, you know, context. So we put we put these little insights here together for you.

00;15;07;07 – 00;15;32;15

Duncan Alney

You know, it’s like, how do you how do you succeed on TikTok, you know, short form videos. You know, you can do a lot with Generation Z in particular, with brand awareness stay relevant so you don’t have to dominate on TikTok. But you are on TikTok. And I think the other piece is that you can be a little bit more vulnerable on TikTok, you know, so the buttoned up approach for LinkedIn don’t work on TikTok.

00;15;32;15 – 00;15;53;08

Duncan Alney

In fact, no one’s going to look at that. And then the other thing to be aware of is the For You Page, that’s an algorithm. But when you put some content out, that doesn’t matter how many followers you have, it doesn’t matter how many views you have, it immediately gets sent out to ten people. And then based on the reaction those ten people have, your your TikTok either takes off or doesn’t take off.

00;15;53;24 – 00;16;18;09

Duncan Alney

So there’s certainly the numbers are there. And the case for TikTok again isn’t on the slide but either you either you get in it to win it and you’re going to do something every day or more realistically, you’re going to be on there. You’re going to put even if it’s you’re using the same content, you’re getting it on there, you’re there, and then ideally you’re making content specifically for TikTok.

00;16;18;09 – 00;16;43;00

Duncan Alney

Now, keep in mind, while the large number of people on TikTok, the largest number of people there are very young under 29, there are a significant amount of people over that age demo as well. So it’s not all about super young people. So questions to ask, are you are you capturing people’s attention fast enough? The key key question, is it entertaining?

00;16;43;18 – 00;17;07;00

Duncan Alney

Are you are you focused on a niche? Are you using the right hashtags critically? Is it relevant? Does anyone is anyone going to think this is funny or entertaining or cool or even interesting? And then the trending sounds piece is a huge opportunity. That’s the chance to get in on the algorithm and get something really moving and being authentic, relatable.

00;17;07;00 – 00;17;28;08

Duncan Alney

So you know that the two polished off of the nineties and 2000s, man, it’s over. Don’t use that stuff on TikTok. But having having said all that, let’s also face some realities. There’s people that are making decisions for your business. You’re a CEO, you’re a VP of marketing, you’re a director of marketing, you’re doing all of the above.

00;17;28;20 – 00;17;56;00

Duncan Alney

Video ain’t easy. After doing a humongous experiment with video between October and December of last year where if I really put its money and commitment where its mouth is, we did a piece of original video content every single day. That time we found that there are some real challenges. There’s most brands that we’ve talked to. You don’t have the funds to make that kind of commitment.

00;17;56;00 – 00;18;15;29

Duncan Alney

They don’t have the budgets. The budgets are in different places. If they’ve got the budgets, they may not have the resources. There aren’t people in place to do it. There aren’t processes, there aren’t protocols. They can’t move fast enough. The approvals take forever and there’s no real goal in place. So it’s not easy to make that switch and that experiment.

00;18;15;29 – 00;18;35;03

Duncan Alney

I told you about that we did between October and December, we called that and it’s been called this for a while, brand as publisher. So every brand has the opportunity to be its own publisher. You don’t have to worry about what the Business Journal is going to say about you. You don’t have to worry about what the elitist reporter is going to say about you.

00;18;35;03 – 00;19;02;16

Duncan Alney

You have the opportunity and maybe the only opportunity to say what you want about your brand. In our case, we’ve got that extended across the blog that has original content. The podcast has exclusive, original content that’s focused on our emerging niche in food and beverage, YouTube, Instagram, TikTok, Facebook, LinkedIn, Twitter, and Pinterest. Gosh, that’s a heavy, heavy, heavy lift is the look at that.

00;19;02;16 – 00;19;31;06

Duncan Alney

That’s one month’s content, right there. You can see that the characters, you can see the difference in approach. It’s a lot. And you have some lessons. The lessons are you try to create unique content by channel. Consider creator content creators. They’re a whole genre of people. They’re are not influencers, they’re not collaborators. They’re people that focus on creating a certain type of content, and it’s for sale.

00;19;31;17 – 00;20;05;13

Duncan Alney

So depending on whether they love you or your client’s brand, you can strike a special deal with them or, you know, it’s it’s a pay to play model. You tell them what they want, what you want, and then you make an agreement creating ancillary content, which is our blog or a podcast about using snackable content from those two channels to get those out and across and get people interested, build our thought leadership, build our credibility and more niche focused content, you know, making your brand more relatable, you know, featuring all types of people, all sizes of people.

00;20;05;25 – 00;20;28;00

Duncan Alney

That’s really important. The other thing that we learn is that maybe Firebelly, even though we’re leading the way and we want to do what we tell our clients to do, maybe that isn’t the best approach of maybe sometimes a more unified content approach makes a bigger difference. So hopefully there’s some things there for you. Now let’s look at the numbers, because this is the piece that I really love.

00;20;28;15 – 00;21;03;29

Duncan Alney

Look at these dramatic, dramatic numbers. I mean, you just don’t see these kinds of numbers with small brands like Firebelly. Reel views were up 613%, Instagram engagements up almost 400%, TikTok views up 386%. And this one, perhaps most interestingly, we have never, ever been able to get over 20 or 30% increase in social visits from website visits from the social Web, 850% more traffic from social.

00;21;03;29 – 00;21;25;08

Duncan Alney

So, gosh, that’s a lot. Let me take a deep breath here. And so we’ve been able to look at what types of content perform best on each platform, which is something that you should do as well. Now, let’s talk a little bit about an integrated approach. So you’re not putting everything in one place. And this this is basically looking at three different strategies.

00;21;25;08 – 00;21;48;05

Duncan Alney

You’re looking at organic. So this is the stuff that you’re coming up with and you’re putting out there the paid approach. So, you know, this is your funnel, your targeting people in different groups to people for different reasons, and you’re serving them different creative and messages. And it’s in the form of ads and it’s, you know, could be audience growth, engagement, bottom of the funnel to get conversions or loyalty.

00;21;48;12 – 00;22;17;12

Duncan Alney

And then of course, influencers, you know, which is a whole strategy of itself. So why doesn’t an integrated approach work? Well, but one thing, the numbers are going to be better, right? So all across the funnel you’re going to see better numbers because it gives people new and additional ways to interact with your brand. Also, you know, there’s the whole customer journey and so people are going through a process of discovering you at a piece of content you want for that.

00;22;17;24 – 00;22;32;15

Duncan Alney

They’re wanting to know a little bit more about you. There’s is a piece of content for that. They’re ready to engage with you. There’s something for that, and then maybe they’re ready to buy, but they need you to nudge them along. And there is a piece of content for that, and you can distribute it, of course, via social.

00;22;32;15 – 00;22;54;11

Duncan Alney

It gives you the chance to identify advocates. We hear so much about detractors, but do we actually spend enough time looking for advocates, looking for people that represent the happy people in our brands? That’s an important piece that we forget. Like, of course, you know, paid Social gives you the reach that you don’t get organically through these platforms.

00;22;54;11 – 00;23;14;28

Duncan Alney

It’s probably a reach and paid gets you there. Paid gets you to focus on the piece of the funnel that you want. So, hey, you know, I’ve got a lot of awareness and got a lot of reach. I got a lot of engagement, but dammit, nobody’s going to my website. Well, you know, there’s an ad for that. And then the influencers, you know, it’s a great way to get to new audiences.

00;23;14;28 – 00;23;36;04

Duncan Alney

Building an audience is very difficult, and that’s the piece that, gosh, influencers are tough to work with. They are difficult to manage. But that’s the piece that the elusive piece that they offer. You can access people that trust the influencer. And so when the influencers talking about your product and they genuinely like it, there is a new audience for you at a fraction of the cost.

00;23;36;04 – 00;24;01;23

Duncan Alney

So the three of these work really well together. Now our executive director leads work with several people on our team for a brand called Bake Believe. It’s it’s a it’s a best of breed product in the Keto chocolate space, a sugar-free chocolate space, unlike the chocolate that has that typical vibe that it has an aftertaste in its mouth.

00;24;01;23 – 00;24;30;26

Duncan Alney

This chocolate is tasty. You can’t tell that it’s sugar free. And here’s how they’re integrated program Organic paid influencers working together, architected together, supporting each other, worked out. I mean, this is a smaller brand one over a million impressions, 114,000 engagements, which was a 10% increase from the year before. The engagement rate increased by 17%. The audience grew, almost doubled, in fact.

00;24;31;06 – 00;25;06;17

Duncan Alney

And then the same kinds of results across paid and influencer. So when you add all of these together, it makes for a very compelling case to make sure that different aspects of your social media marketing program are in fact planned and executed and measured together. On the influencer side, what’s very surprising to people we talked to is that you don’t have to have a bunch of influencers that you’re doing kind of transactional work with as opposed to that get involved the few influencers over six months or really over a year and kind of convert them into almost ambassadors for you.

00;25;06;28 – 00;25;30;05

Duncan Alney

One of our clients does that, and that’s the only thing that her brand does, and it works really well for her. She doesn’t want to hit everyone. She wants to work with people that specifically love her service, and that’s work really well. More about Bake Believe. You can see they’re using different types of content and this unified approach influencers are being encouraged to produce content.

00;25;30;05 – 00;25;58;17

Duncan Alney

They might be given some guidelines, but they’re producing content and getting it out there as well. And a collaborator who is someone that has reached out to the brand and wants to include the brand in their work. Another important way to get to new audiences. And then here’s UGC. Now, let me tell you, I might have failed to mention this during the storytelling part, but my gosh, UGC and I was at the gym the other day telling someone about UGC and they said, Well, what is this UGC nonsense user generated content?

00;25;59;04 – 00;26;35;25

Duncan Alney

Some people call it community generated content, but this is your product or service out in the wild. You’re not controlling this. In fact, you’re not even finding out about it until later. And so this has become an emerging it’s not emerging, but it’s emerging in importance. It’s increasing in importance in marketing plans and social media marketing approaches where you’re identifying this content, checking the person out to see, you know, what they’re like, you know, are they are their kosher in terms of their social approach and then essentially getting their permission in an organized way to use their content.

00;26;35;25 – 00;27;00;21

Duncan Alney

And why is that important? Because it’s telling your brand story through their eyes and in their life. So I think that that UGC, you’ll see a lot more from UGC. In fact, Firebelly is formalizing this into a service area. There’s so many people want to do it in a bigger way. Here is other types of content and the case that was made to me a couple days ago when I was pushing back to say, Hey, why wouldn’t we do just all video?

00;27;00;21 – 00;27;30;26

Duncan Alney

Because it performs so well. It’s well, depending on the use case, a different form of content might work. And then lastly, same client Bake Believe on TikTok and then some more UGC on TikTok as well. So you see the different ways that people are interacting and enjoying and experiencing this brand on different platforms. And here’s the paid approach, different approach for audience growth and different approach for conversion.

00;27;32;18 – 00;27;53;16

Duncan Alney

So a little extension on that. So maybe, you know, you’re not going to do all three strategies and you’re thinking to yourself, Well, hey, Firebelly, Hey Duncan, I just want to do organic and paid. It’s what I’m comfortable with. I don’t want to mess with with influencers and creators and collaborators. Maybe I’ll do that in 2024. Well, here’s an idea for you.

 

 

00;27;53;28 – 00;28;18;02

Duncan Alney

Get these two strategies to work together. So I love the way this has been framed as that. Paid without organic from Austin on our team, paid without organic feels a little hollow. Because the savvy consumer can tell if you’re paying to get in front of them. Okay. And I want to draw your attention to this piece in particular.

00;28;18;11 – 00;28;41;24

Duncan Alney

We’ll come back to it in the next slide. But what’s interesting, this is one of our clients Absolute Stone. They do impeccable work in the quote site and like counters and and make kitchens look amazing. And then this little piece here from a couple of months ago. Our pets are family members, too, so why not give them a place at their own table?

00;28;42;29 – 00;29;02;27

Duncan Alney

This is an amazing piece of content. Maybe, but we put some budget behind it and look at the numbers for innocuous, innocuous little piece of content. 91 Comments. 193 Shares Gigantic results When this is an example of paid being used with organic and organic without freedom.

00;29;03;12 – 00;29;38;18

Arnelle Michell

Can I just go back to that last slide? I just wanted to mention to the note that, you know, our pets, our family members too, is really authentic and it’s relatable to the customer. Everybody thinks of their pets as parts of their family. And so I just think that this is a really great example of a different way to think about storytelling in a way that connects with the client in a different way a little bit more.

00;29;38;29 – 00;29;58;08

Arnelle Michell

So I just thought that that was absolutely, of course, 193 shares. People love their pets and the functionality of this kitchen and, you know, bathing pets and things like that. I think it I think that’s one of the reasons why I did so well.

00;29;58;08 – 00;30;23;26

Duncan Alney

You know, what’s really interesting here with this one, too, is the comments had people there were some people kind of detractor people that were just, you know, offended at the fact that anybody would spend this much money on their pet. And there was some negative commentary. And then so interesting because we repurpose purposely stay out of that kind of thing and let you know when you lose control of your community, it’s usually a good thing.

00;30;24;10 – 00;30;43;20

Duncan Alney

And then there were people rushing to defend their pets and say, What do you mean? You know, my pet is better than most humans I know. And if I want to spend my money on a pet, that’s what I’m going to do. And so the engagement just kept going. And that, you know, that’s a sign of a successful, successful piece of content. Arnelle, you might have to help me out with this one.

00;30;43;29 – 00;30;56;17

Duncan Alney

And look at the notes here on this slide for the numbers. But here’s some organic work we did for a client. Mimi Blue And let me let’s have a look at this.

00;30;57;07 – 00;31;06;07

Arnelle Michell

You know, so paid allows you to reach specific objectives for each sales.

00;31;06;07 – 00;31;22;10

Duncan Alney

Yeah. So I mean, I think I know if you didn’t see it at the bottom there, I can’t see the bottom of my screen. But you know, this is a piece of content. It’s a beautiful piece of content. It shows, you know, how the desserts being put together just shows that the kitchen is clean. It shows that they’re working with precision.

00;31;22;25 – 00;31;36;10

Duncan Alney

But the piece that’s really interesting with all of this is that the numbers were huge and it was a piece of organic content combined with a little bit of ad budget. I think that the the reach was like 15 that you have those numbers Arnelle?

00;31;37;15 – 00;32;14;15

Arnelle Michell

I don’t have the exact numbers or what the reach was. But one of the big things here is that, you know, organically, you know, sometimes your content goes really well, it takes off. But when you’re looking for specific objectives like sales leads or getting somebody to, you know, just go to your website with traffic, you can really amplify whatever you’re you’re doing with a paid budget behind it and especially when posts do really well organically on their own, that’s normally a really good sign that it’s a great piece of content to use.

00;32;14;15 – 00;32;37;04

Duncan Alney

Another thing that we’ve seen happen very effectively is to leave high performing pieces with tiny budgets to keep them performing, you know, so you’ve got like a small budget that just keeps working against that piece of content, and that content becomes one of your most hardworking pieces of content. So yeah, so the dynamic duo here is that, you know, get them to work together.

00;32;37;04 – 00;33;20;29

Duncan Alney

This is a piece that we did for Indianapolis’ Oldest shoe store and another piece of high performing content. And then as far as the Mimi numbers had just got them, 15,000 people reach for the tiny little restaurant in Indianapolis with over 14,000 views and also lots of engagement. Let’s look at a Stout’s piece. There we go. And that’s another one that had really fantastic results.

00;33;20;29 – 00;33;44;16

Duncan Alney

So, you know, 44,000 views, which is significant and several times more than what they usually do. And this is this piece here we included to kind of complete the approach, you know, that you’re thinking about this year and brought like, you know, ads for small and medium sized businesses can sometimes be a little challenging. And we wanted to share some insights on how to roll with your ads this year.

00;33;44;25 – 00;34;05;29

Duncan Alney

So, you know, keeping in mind, you know, these three sort of pillars like focus on the audience, you know, who are the audience audiences that you want, what kinds of interest to them? What do they do for fun? Where did they go? You know, where do they hang out? And that’s the ideal client. And we’re talking about there and then build out several audiences.

00;34;05;29 – 00;34;24;09

Duncan Alney

So it isn’t just one particular audience based on the personas of. The people you want to work with. The creative piece is critical. So many different kinds of creative you can use are the pieces of creative that you’re using working and then not using. The creative also includes like the call to actions, the copy, like looking at all those pieces.

00;34;24;09 – 00;34;43;08

Duncan Alney

And then of course, the piece that classically gets ignored, which is the user experience and specifically your landing page. So what happens when people get to the bottom over there? They’ve seen the ad, they’ve interacted with the content. Now they’re on your website and it does a terrible job. So making sure that it does do a good job.

00;34;43;19 – 00;35;05;12

Duncan Alney

So let’s start with that. Audiences, you know, it’s a mix of interest. You know, we’ve got great lookalike targeting capabilities, custom audiences on most of these platforms now. And you can find people who basically mimic the behaviors of the people that already love working with you. And why not get more people that are like the people that already love working with you?

00;35;05;23 – 00;35;32;28

Duncan Alney

Another piece is making sure that you remove of cognitive friction or dissonance. So you know, making sure that the copy and the imagery and the videos all work together. So nothing should ever be a red flag in the eyes of a future customer where you can test out different forms of creative, different forms of copy. You know, there’s different variations you can use different you can use video and seeing how those perform and tracking them.

00;35;32;28 – 00;36;02;09

Duncan Alney

You don’t necessarily have to get into multivariate testing, even if you’re just doing split testing or keeping your track of what you’re doing will get you a lot further in creating ads that work for you. And you know, our our executive director and ads team, are big proponents of making sure that you’re using a different mix of content. So videos, images, carousel carousels because different people, you know, react and respond to different things.

00;36;02;09 – 00;36;05;17

Duncan Alney

So in this case, you even got UGC in one of the ads.

00;36;06;00 – 00;36;39;05

Arnelle Michell

Yeah, well, the thing this, this site doing, one of the things I wanted to add is that we’re definitely seeing, you know, shorter form content do really well in ads as far as video. So, you know, thinking about what we talked about earlier with short form video to Tiktok real style videos and thinking about, you know, it just being authentic and being human in your brand, those types of even more authentic content are still going to do really well in your paid campaigns.

00;36;39;05 – 00;37;00;27

Duncan Alney

And so now and so when you think about your landing page, one of the things that you’ve really got to think about is that cognitive friction piece. You know, so people are going to arrive at your website skeptical and a little afraid that they make the wrong decision. Would, A, was this what they were looking for? Was it not what they were looking for?

00;37;01;06 – 00;37;20;22

Duncan Alney

And and frankly, a little lost. And you’ve got to assume that there’s some basic best practices for making sure that you’re doing better. You know, first of all, does the page load? You know, nobody wants to sit around waiting for the page to load. They’re going to bounce. The second thing is validate that they’re in the right place.

00;37;20;22 – 00;37;49;23

Duncan Alney

You know, in this case, A, you know, if we’re targeting a food and beverage audience, this is a food and beverage social media marketing agency. They’re award-winning. They’ve been around for X number of years. They work with these brands. This is what the customers think about, about them, so that you immediately let people know they’re in the right place, give them a video to watch, give them some points to validate what they’re looking for, and then perhaps the most important piece, tell them what to do next.

00;37;50;11 – 00;38;22;29

Duncan Alney

It’s critical that you tell your customers what to do next. Assume that they don’t know what to do next. And so years. This is about testing different versions of your landing page, you know, So even with our work, we are a big, big proponents of practicing what we preach. And so we’ve got landing pages that have specifically been designed for the persona of a marketing director, a landing page that’s been direct, designed for a vice president of marketing and a landing page that’s been designed for a CEO.

00;38;23;09 – 00;38;44;24

Duncan Alney

These people experience life differently in selecting an agency. They’re going to look for different things that are being measured differently, and so they’re not going to all respond to the same messaging and same approach. And then looking at the performance of ads, you know, you don’t want to make changes every day because that’s going to be bad for you with the ad algorithm.

00;38;44;24 – 00;39;04;13

Duncan Alney

So you want it you want to give it some time to form, and then you want to make sure that you check everything. Is everything working as anything? Is your spend too low? Is your spend too high? Have you gone over? Is the is the creative stale? No one’s responding to it. So make sure that you’re testing and that you’re examining the results. There’s a couple of testing takeaways is for you.

00;39;04;23 – 00;39;33;14

Duncan Alney

So you know organic and paid work best together. So you know we’re really, really bullish on a unified approach this year and focusing hyper focusing on the audience and finding those those micro segments that are the over performers, great creative and copy aren’t enough. They’ve got to work well together. Again, testing, testing, testing and using a mix of videos and images and making sure that you optimize.

00;39;33;14 – 00;40;03;08

Duncan Alney

And of course, the piece that’s not on here that you’re landing page is key. It’s very interesting. We worked with a pretty, pretty significant a pretty significant financial services brand and not have liberty to say who they are. However, you have seen them all over the place and they’re well known. What was so surprising to us was they their landing page was completely inadequate.

00;40;03;08 – 00;40;23;13

Duncan Alney

They had no way to measure the traffic and they frankly were not really very interested in even following best practices. So this is what happens in marketing. Everyone. People want more traffic, but they don’t want to do what it takes to use the traffic they’re getting. Now. The last piece is something that again, we practice at Firebelly.

00;40;24;00 – 00;40;42;11

Duncan Alney

We did this at the beginning of the pandemic where we doubled down on our own marketing, and we’ve spent the last few years preparing for the eventuality of perhaps another downturn. And how can we make sure that we keep doing what we do? Well, first of all, don’t stop marketing. Yeah, yeah, yeah. We’re an agency and we’re supposed to tell you that.

00;40;42;22 – 00;41;17;13

Duncan Alney

But stopping marketing is probably the worst thing you can do. Because if people stop finding out about you, your business ain’t going to increase. So that’s the first piece there. The second piece is continue to build these emotional bonds, you know, so you can essentially be ready and continue to monetize with people that are interested with you. The other pieces, you know, social media is probably one of the only pieces of your marketing budget other than the ads piece, maybe the Google piece where you can measure every single thing that’s happening.

00;41;17;16 – 00;41;46;02

Duncan Alney

You know, you can measure how many people watch the video, you can measure how many based on how many people watch the first video. You can send them an additional video to watch. You can say, this is a part of my social media spend that’s working and this is how much it’s generating for me in revenue. So keeping your brand competitive in the market, keeping them top of mind, making sure that you’re doing things that are relevant and focusing in on doing excellent work for your clients and customers is critical.

00;41;46;19 – 00;42;07;18

Duncan Alney

And I’ll close with this piece from Hootsuite that social is measurable and you should take it seriously, take video seriously, And you know, there’s a huge opportunity here for you with social in this upcoming year. And let me take a deep breath and let’s get some questions going.

00;42;09;16 – 00;42;21;24

Arnelle Michell

Before we get into questions, we did want to invite people to our podcast. Duncan, If you can tell them a little bit about that.

00;42;21;24 – 00;42;49;17

Duncan Alney

Absolutely. So we do run a podcast that focuses in on mission-driven brands in the food and beverage space, and we typically interview and feature leaders, CEOs in that space. So if you know someone who is a leader of a food and beverage brand, we’d love to talk them, or if they in an ancillary supplemental industry supporting food and beverage, we’d love to talk to them.

00;42;49;17 – 00;43;13;06

Arnelle Michell

And so if anybody has any questions, go ahead and put your questions in the chat and we will address them. One question is, as far as user generated content, you know, working with well yeah, user generated content. Specifically, what are some ways that brands can go about getting that from their clients? What are some strategies?

00;43;15;00 – 00;43;51;03

Duncan Alney

So I think it begins with encouragement, you know, so you are encouraging your customers and clients to document, visually document and memorialize their experience, you know, so so with some brands that happens automatically, with some brands, they’re creating experiences that encourage that. And in other cases the brand is telling me telling people on social, hey, you know, if you document your experience with our brand and post it, you know you are eligible or well will enter you into a drawing with this and that or the other and there’s some contests, you know, or the other.

00;43;51;11 – 00;44;12;01

Duncan Alney

So it starts there because people need to people need to feel welcome. If you are leading a brand that people already feel welcome and they’re doing that kind of thing, bravo, Then you go into that into this framework. And that framework is the first piece is planning, you know, what are you going to do with that content? You know, are you going to feature it on social?

00;44;12;11 – 00;44;35;21

Duncan Alney

Are you going to put it into an ad, you know, are you what are you going to do with it? And what would a success look like in that, in that situation? What kinds of content you even want to feature once you know that you can move into identification so, this is where you’re looking at the content. You might be looking at other other content that that that person has done to see if it’s interesting.

00;44;35;29 – 00;44;57;27

Duncan Alney

And then from from there, as we planning identification once you’ve identified which pieces of content you want to use, you want to reach out to the person. So you’re going to outreach. You have you want to have all your communications pre-prepared, you reach out to the people and you say, Hey, we’d love to feature your content. It always helps to grease, you know, to to grease.

00;44;57;27 – 00;45;17;29

Duncan Alney

The thing so that you’re saying, hey, this is a reward or the the appreciation we’re offering you for using it, whether it’s monetary or whether it’s product or in-kind or or both. And then the last piece is to make sure you get the permissions and keep them updated of how you’re using it. And the fact that it’s been posted back in the day, DMS worked fine.

00;45;17;29 – 00;45;34;04

Duncan Alney

It’s like, Hey, Duncan, I saw I love that picture of you eating meatballs on our place and can we use it? Yeah, yeah, go ahead. And that was it. Now, brands are much wanting to be much more careful and they want to document that. So those like, you know, many contracts, so many releases that are included as well.

00;45;34;14 – 00;45;38;03

Duncan Alney

And then of course, measuring it, which is, you know, part of the overall plan.

00;45;38;29 – 00;45;58;17

Arnelle Mitchell

Got it. So for people who are interested in being a part of our podcast, or if you’re a mission driven brand or you’re interested in that, I did go to link in a chat where you can get access to our podcast calendar and you can just go straight to that link and book a time that works for you.

00;45;59;13 – 00;46;09;02

Arnelle Mitchell

I do have another question for you, Duncan. Kyle asks, Besides being real, are there any other emerging platforms that you would recommend?

00;46;11;00 – 00;46;34;14

Duncan Alney

Yes, there are. I mean, there are several. And we have a whole presentation coming up about that later this year. But I’ll I’ll specifically talk about Mastodon, which is a Twitter alternative, of course, Telegraph, you know, which has its own challenges. And those are the ones that I’m paying attention to and paying attention to. There is another platform.

00;46;34;14 – 00;46;58;06

Duncan Alney

The name is evading me. It’s only for high school students and it’s restricted to positive content. So you can you cannot post any negative. It’s geo-targeted around the high school. So you know for example if are if you attend North Central High School, your content will only be seen by people around North Central who are attending North Central.

00;46;58;06 – 00;47;22;01

Duncan Alney

But it’s I think what makes this an important question, Kyle, is that we’re seeing this sort of shift away from like the overly negative era of 2016 to 2020 when, you know, people were just sort of like venting and there was a lot of negativity on social, especially with sort of the younger Gen Z and definitely with Generation Alpha.

00;47;22;01 – 00;47;46;02

Duncan Alney

They are disinterest in that and the more interested in authentic experiences. I was just looking up Generation Alpha this morning to find out more about what Generation Alpha favorite brands are and it should be no surprise to me as the father of a generation Alpha boy that Netflix and YouTube are generation outweighs favorite brands. So I think it goes to show you something.

00;47;46;15 – 00;48;06;21

Arnelle Mitchell

I think that’s interesting. It reminds me of Ukiah when I was in college and as like, you know, focus around universities. So another question. This is a really good question from Brian. What about Twitter? Where is it for marketing purposes?

00;48;08;15 – 00;48;43;25

Duncan Alney

Well, Brian, thank you for the question. We’re glad to have you on the show. We did actually think that someone might ask that question. And so we actually have a whole part of our our presentation around that and our assessment is Twitter will prevail. Twitter will prevail. We are bullish on Twitter, but not necessarily Elon Musk. Based on Twitter’s own projections, they’re projecting could be at almost a billion users in 2028, which is a significant jump.

00;48;43;25 – 00;49;06;19

Duncan Alney

They’ll have to do a lot to get there. And it’s interesting because anyone that knows Elon’s vibe knows that Elon is not a fan of advertising, and Elon would like to build a platform that is monetized based on usage and subscriptions, and they’re doing some things towards that. However, Twitter Blue may account for a couple hundred million a year right now.

00;49;06;25 – 00;49;35;01

Duncan Alney

That’s a long way from where they need to be. But if we go away from ads, while marketers may not like it, the usage may increase. And so that will change things. I think in general. He’s also not a fan of invasion of privacy. So we’ll have to see what that does. And he’s also not in favor of excessive moderation, which is great for free speech, but might anyway piss brands off.

00;49;35;01 – 00;50;10;16

Duncan Alney

There are new features. There’s talk of the open source, you know, of self segmenting approach to Twitter where people can decide what they want to see, how much they want to see. There’s awards that are coming up. There’s advanced search in the mobile app and there’s incentives for cause-based companies. So that’s some of the things we’re seeing some stats for 2023 while advertising is down with Twitter, the actual I’m trying to think the operational costs of Twitter have also significantly decreased.

00;50;10;26 – 00;50;35;21

Duncan Alney

And let’s face it, we’ve all been like real hardcore on Twitter. But let’s face it, I mean, tech has gone through 220,000 people in the last three months being being let go. So Twitter isn’t the anomaly necessarily 450 million monthly active users as of 2022. So we’re seeing some different numbers. These are all coming out of like some some way, shape or form out of Twitter.

00;50;36;23 – 00;51;05;21

Duncan Alney

Their brand value is supposedly up. What we do know, Brian, is that big agencies and big clients are avoiding Twitter. Our stances, It’s a big opportunity for small brands, especially if you’re targeting men. If you’re targeting men that are interested in politics, if you’re targeting men that are interested in politics and sports, a.k.a Chris Golightly, you are most likely to use Twitter and make it up.

00;51;05;22 – 00;51;11;29

Duncan Alney

Make it make it go for you. Does that help?

00;51;11;29 – 00;51;18;12

Speaker 2

Yes, it does. Sorry, I was trying to find out. Trying to find a funny emoji, but I couldn’t. Yes. Awesome.

00;51;19;20 – 00;51;26;27

Duncan Alney

The look of mine by the way, is that look that I’m very pleased with my answer also.

00;51;26;27 – 00;51;54;16

Arnelle Mitchell

So we have another question from Molly. She says she’s in the service industry and what they do is not necessarily pretty like food and beverage or clothing. You know, they’re heating and plumbing, electrical company. What would you suggest for them as far as getting into UGC and other types of content from a different perspective? I have some ideas, but you go first and then I’ll add them in also.

00;51;54;21 – 00;52;25;25

Duncan Alney

Molly. Molly. Molly Yeah, I mean, I think that it’s interesting that authenticity might be interesting for you with the fact heating, plumbing, cooling, electrical companies tend to be plagued with certain sort of similar service issues and knowing your company doesn’t suffer from that kind of predicament that you have, you know, you incentivize your customers to tell the truth and say, hey, you know, they’re company’s.

00;52;25;25 – 00;52;43;19

Duncan Alney

People are always on time, they’re company’s, people are reliable, you know, And I think there’s something to be said for grime, right? I mean, so know, that’s the background. If it’s not clean, you know, be authentic and show it. I mean, perhaps, you know, some horror stories around what you’ve done and all those are the ones that come to mind immediately.

00;52;44;12 – 00;52;57;27

Duncan Alney

Also, I have a suspicion that, you know, a company might like humor and so that might be something interesting about is humor might really play. Yeah. You know us Duncan.

00;52;57;27 – 00;53;21;07

Arnelle Mitchell

Yes. Molly, if I can add something to some ideas I’ve seen like on Facebook, you may have seen too people, I think they’re like concrete pours and they do like fast forward videos of before and after anything or you can, you know, record, you know, one of your workers doing something. He can set up a camera record himself.

00;53;21;08 – 00;53;42;26

Arnelle Mitchell

You can edit it different ways. Just anything that makes your brand seem really authentic. One of the things that people worry about and when all of you guys are thinking about story, you also want to think about what are your customers problems? What are their concerns when they’re working with you? And so for your example of heating electrical, you’re coming into their homes.

00;53;42;26 – 00;54;06;00

Arnelle Mitchell

You know, they want to make sure their homes are clean. They want to make sure you’re not going to mess stuff up. You know, so addressing those concerns that they may have in a really like using humor, you know, taking shots from different different angles like that to just make your brand more approachable and they’ll be much more likely to call you than they would anybody else.

00;54;06;00 – 00;54;06;11

Speaker 3

Okay.

00;54;06;24 – 00;54;08;13

Speaker 2

Thank you. Yes.

00;54;10;04 – 00;54;32;02

Arnelle Mitchell

Awesome. I Kyle has another question. He says the best What is the best way to pick through influencers without accidentally working with someone that is Bozo and compromises the brand message. So that’s a really good question. So how do you go about picking the right influencer?

00;54;33;22 – 00;55;15;25

Duncan Alney

A great question. Great question. Kyle. I’m trying to think of the terminology with the new a new system be using. I think they referred to it. If Sara was here to tell us, I think it’s brand safety not not a feature that a lot of influencer identification systems offer. So back in the day meaning like 2013 when we first started doing late 2012, started doing this work, what you were doing is you were going through, you know, for example, if the person was on Twitter, you were going through everything they had ever tweeted manually to kind of see if they’d said anything offensive in the replies and in the original posts, you know, just not

00;55;15;25 – 00;55;46;14

Duncan Alney

easy to do. Then we saw in the last couple of years sort of brand safety software apps that emerged where you could put someone’s name in there and you could run basically a crawl to see, you know, against certain words like expletives or political things or racist things. The newer systems are now integrating that into their offering. So you can do a brand safety check and you can actually identify or specify what things you want to avoid.

00;55;46;14 – 00;56;20;15

Duncan Alney

You can also identify whether or not they are following your competitors’ pages. And yeah, and so so those are some of the things you want to do. But that’s just sort of the, the, the machine way to solving the problem. I think the other piece that you, you, you have to do a lot of you’re using the word bozo you’ve got to talk to that that right And so make sure that you know you’re aligned from a brand standpoint and you’re not going to pick someone that’s going to make your brand look terrible.

00;56;20;15 – 00;56;44;02

Duncan Alney

So there’s a significant amount of due diligence that’s required and where smaller and medium size, medium sized companies run into challenges is because it takes time to do all that. And so then, you know, the management fees, if you’re using an external agency to do it, the management fees start racking up and it’s like, Hey, you know, I could do the same thing myself.

00;56;44;02 – 00;56;58;07

Duncan Alney

Well, sure you could, but you may not do the due diligence. And if you’re willing to take the risk, then you know, so be it. So did I think that answered the question? Yeah, I think so. I mean.

00;56;58;27 – 00;57;10;27

Speaker 2

I know you like the term bozo, so just catch your attention. Thank you, Kyle. Yeah.

00;57;11;27 – 00;57;36;28

Arnelle Mitchell

So Brian has another good question. He says, How do you focus on different demographics? He goes along with Molly’s question. Not everything is generated towards retail. You know, Gen Z, there are a lot of Gen X with money. Baby boomers, what you use specific outlets. So I think he’s asking, you know, how do you go about focusing on the right demographic?

00;57;38;07 – 00;57;41;01

Arnelle Mitchell

And I have some mean on this one. Go ahead.

00;57;41;23 – 00;58;00;16

Duncan Alney

Now, that’s a great question. I mean, we work with Brian. I know. I know your your background. I know you worked with a lot of wine brands. And so, you know, some wine brands are geared towards a younger audience and some are geared towards, you know, a jetpacks audience or even an older audience where, you know, maybe more well-heeled.

00;58;00;16 – 00;58;35;24

Duncan Alney

They can afford, you know, luxury vacations and so on. And so I think the pieces that you’ve really got to understand the audience, you’ve got to know what the audience responds to, what they’re interested in. You know, ideally you have a persona for the person you’re trying to target. You know, you know, Sophie, age 54, you know, went to college in Arkansas and then worked for Walmart and then, you know, moved to wine country, you know, And so what is likely to move, Sophie, in that situation and what kinds of imagery which she respond to is she?

00;58;36;01 – 00;59;08;20

Duncan Alney

She’s probably not eating hot dogs, you know. So what is she eating with her wine? You know, what is she doing on her vacation? And then also tailoring that content specifically around the stage of the customer journey. So the same content is not likely to work at every stage of the customer journey. I also think that, you know, looking, looking at the competitor and seeing what the competitors are doing, sometimes for inspiration and sometimes not for what not to do and a look at how they’re responding to them.

00;59;08;20 – 00;59;26;16

Duncan Alney

But I think that’s a it’s a question that typically is asked by ad teams, but is increasingly more asked on at our company by the organic team. And so the approach there is make sure that the content matches the audience’s needs. Arnelle, what your thoughts.

00;59;27;21 – 00;59;51;08

Arnelle Mitchell

Definitely right in line with what you’re saying, really focusing in on your customer persona, really thinking about things from their perspective. One of the things that I did want to add to is the importance of testing. And so no matter if that’s with ads or if that’s like organic, a lot of times we have in our mind that a certain audience is going to respond a certain way and end up responding a little bit different.

00;59;51;17 – 01;00;22;00

Arnelle Mitchell

So whatever, you know, definitely use your best judgment into putting together what you think is more highly aligned with that audience, and then try three or four other things and see what they actually gravitate toward. Gravitate towards. And once you get that information, you can make much more highly aligned content for that audience. Awesome. So another question says Thumbs up.

01;00;22;00 – 01;00;37;16

Arnelle Mitchell

Awesome. Another question from Doug from The Real estate industry perspective. If you were to choose one social media platform to focus on, which one would it be?

01;00;37;16 – 01;01;03;02

Duncan Alney

That’s an interesting question. I think it would depend on who I’m targeting. If I’m targeting how, help me remember the title of the people that you target, Doug you there? Yeah. So whoever.

01;01;03;27 – 01;01;10;02

Arnelle Mitchell

You are still on one of the things I’ll go ahead Duncan I’ll let you go.

01;01;11;20 – 01;01;35;11

Duncan Alney

Think so we’ll say you know make it title specific. So I think the people that you know, you’re typically working with are in their thirties and, forties. And so, you know, fish where the fish are. And so you’re going to see that audience on Facebook and Instagram. The challenge you’ll run into with Facebook is that organic reach is pretty much dead on Facebook unless you’re doing something interesting.

01;01;35;24 – 01;02;03;28

Duncan Alney

So, you know, you might tag people, you might pose a question or incentivize them. I know you’re really good with those incentives, so, you know, incentivize them or, you know, put some money behind the organic piece of content. But again, you know, I think I’m going to stick to my my my part of my mantra for today, which is make it audience specific, you know, so they’re interested in something specifically, you know, make the gear, the content and use that kind of knowledge when you’re creating the content.

01;02;04;09 – 01;02;29;03

Arnelle Mitchell

And I’ve done a lot of real estate marketing. That’s what I did before moving into a Firebelly and some other things. One of the things is that Facebook is definitely really popular in real estate. To Duncan’s point, when you’re using Facebook, you definitely do want to put paid behind your post, you know, or use a personal profile or something like that.

01;02;29;03 – 01;02;46;24

Arnelle Mitchell

But you definitely want to use paid on your in your approach. And since Instagram and Facebook are pretty well linked together, you could you can use both. So hopefully that helps and excellent. Go ahead.

01;02;47;26 – 01;03;16;28

Duncan Alney

I was going to say thank you everyone, for attending. Just one other piece of information I wanted to put out there is that Firebelly will be producing two of these or conducting two of these a month, perhaps in some months. More than that, you know, we’re trying to bring you interesting content that’s relevant to what you’re doing, perhaps introducing you to something totally new, perhaps taking something that’s familiar and bringing something new to the table for it.

01;03;16;28 – 01;03;23;21

Arnelle Mitchell

Awesome thank you guys so much for for joining.

01;03;23;21 – 01;03;32;16

Duncan Alney

Thank you, everyone. And if you’d like a copy of the presentation, please let us know and we will send a link to watch the presentation.

01;03;33;11 – 01;03;35;00

Speaker 2

Thank you Arnelle. Thank you, Duncan.

01;03;36;11 – 01;03;44;15

Duncan Alney

Thank you, everyone.