WEBVTT 00:08.570 --> 00:11.250 - Ladies and gentlemen, I have the honor of introducing 00:11.250 --> 00:13.710 our next guest speaker, Mister Joe Mansour, 00:13.710 --> 00:15.890 who is a digital marketer and partner 00:15.890 --> 00:19.470 at FP1 Strategies and PLUS Communications. 00:19.470 --> 00:21.910 Mister Mansour launched and co-leads 00:21.910 --> 00:25.210 the firm's digital practice, and has led digital efforts 00:25.210 --> 00:28.350 for numerous successful political campaigns. 00:28.350 --> 00:30.520 He has been recognized for his innovative 00:30.520 --> 00:33.140 and award-winning use of digital media. 00:33.140 --> 00:36.830 He has experience in all aspects of digital campaigning, 00:36.830 --> 00:39.630 with an emphasis on digital first creative 00:39.630 --> 00:43.510 interactive websites, and targeted social media strategies. 00:43.510 --> 00:45.673 Ladies and gentlemen, Mister Joe Mansour. 00:47.058 --> 00:50.413 (group applauds) 00:50.413 --> 00:52.080 - Thank you so much. 00:55.810 --> 00:56.760 How we doing today? 01:00.010 --> 01:04.800 So I was told that I am all that stands between you 01:04.800 --> 01:09.800 and lunch, which is a very dangerous position to be in. 01:10.250 --> 01:12.663 So, we're all gonna work on this together, 01:13.710 --> 01:15.310 we're gonna have a great talk, you're gonna have 01:15.310 --> 01:18.060 some great questions, be thinking about them. 01:18.060 --> 01:20.073 And if we work effectively, hey Daria, 01:21.070 --> 01:22.590 we're gonna get through it, you're gonna have food 01:22.590 --> 01:25.050 in your stomachs, and we're gonna learn a little bit 01:25.050 --> 01:27.633 about the modern communication space. 01:28.490 --> 01:30.123 See if this little slide works. 01:33.330 --> 01:34.163 Next slide. 01:38.860 --> 01:39.693 There we are. 01:43.330 --> 01:47.023 Before we get to where we are, and what comes next, 01:48.040 --> 01:50.890 and we're also gonna get before we wrap this bad boy up, 01:50.890 --> 01:53.580 with some principles, some rules for success 01:53.580 --> 01:55.630 in the modern communications environment, 01:55.630 --> 01:59.723 before we get there, let's start with where we've been. 02:00.710 --> 02:04.160 Let's talk about the communications environment 02:04.160 --> 02:05.053 back in the day. 02:07.804 --> 02:12.247 1950s, 1960s, 1970s, you wanted to get a message out, 02:13.950 --> 02:17.560 on mass media, there were three big TV networks. 02:17.560 --> 02:19.050 Fox didn't even exist. 02:19.050 --> 02:21.190 CBS, NBC, ABC. 02:23.680 --> 02:28.680 The M*A*S*H season finale, 1983, how many people watched, 02:29.050 --> 02:34.050 105.9 million people tuned in for that show, 105.9 million. 02:35.880 --> 02:40.230 Now, probably the biggest cultural phenomena 02:40.230 --> 02:44.170 of this year, Game of Thrones. 02:44.170 --> 02:47.650 Game of Thrones season one intro, 02:47.650 --> 02:51.050 how many people tuned in to watch, a couple of weeks ago. 02:51.050 --> 02:53.663 I think I heard someone say it, 17 million people. 02:54.670 --> 02:57.270 There are more people living in the U.S. now, 02:57.270 --> 03:01.300 than lived in 1983, fact, but the media landscape 03:01.300 --> 03:02.980 is so much more fragmented. 03:02.980 --> 03:05.890 And I think everyone in this room probably knows this, 03:05.890 --> 03:09.180 in their bones, right we know this sort of intuitively, 03:09.180 --> 03:12.570 but someone told me once, "Why do you preach to the choir?" 03:12.570 --> 03:13.830 So you can get them to sing. 03:13.830 --> 03:15.900 So hopefully some of these facts, this information, 03:15.900 --> 03:20.610 helps arm you, educate you, so that you can think 03:20.610 --> 03:23.050 strategically about the shifting landscape 03:23.050 --> 03:25.160 and how we need to communicate in it. 03:25.160 --> 03:27.930 So, landscape is fragmented. 03:27.930 --> 03:29.540 There's more choices than ever before, 03:29.540 --> 03:31.240 we're gonna get into more of that. 03:32.159 --> 03:34.020 And in order to get the message out, 03:34.020 --> 03:37.480 we have to think beyond some of the traditional channels 03:37.480 --> 03:39.163 that we've been accustomed to. 03:42.780 --> 03:43.613 Next slide. 03:48.110 --> 03:49.210 Who knows who that is? 03:50.130 --> 03:51.353 Walter Cronkite. 03:53.890 --> 03:58.660 A 1972 poll showed Walter Cronkite 03:58.660 --> 04:01.650 to be the most trusted man in America, 04:01.650 --> 04:02.900 might have heard that. 04:02.900 --> 04:05.793 More so than President Nixon at that time. 04:07.470 --> 04:12.470 Now a new Gallup poll that I just saw, came out, said, 04:12.610 --> 04:17.610 just 45%, 45% of Americans 04:18.640 --> 04:22.000 have trust in the news media, the mass media. 04:22.000 --> 04:24.590 That is actually an increase, from about two or three 04:24.590 --> 04:28.730 years ago, when that number was 32%, in 2016. 04:28.730 --> 04:30.120 So it's increased. 04:30.120 --> 04:32.080 But, and this is interesting to me, 04:32.080 --> 04:35.300 when you look at just millennials, 30 and younger, 04:35.300 --> 04:39.550 the number is 33%, 33% of millennials say they trust 04:39.550 --> 04:41.020 the mass media. 04:41.020 --> 04:42.240 What is going on here? 04:42.240 --> 04:45.600 Again, if you've been paying attention to the news, 04:45.600 --> 04:48.750 this probably isn't a wild shock that people 04:48.750 --> 04:51.610 have lost trust in traditional institutions, 04:51.610 --> 04:52.693 including the media. 04:53.780 --> 04:57.083 But, what that means is if we want to reach our audiences, 04:58.230 --> 05:01.140 we need to go beyond that, we can no longer just think 05:01.140 --> 05:03.220 in how we're gonna talk to traditional media. 05:03.220 --> 05:04.670 Why? 05:04.670 --> 05:07.357 Because they are not as trusted as they were. 05:07.357 --> 05:11.180 Two, their reach is less. 05:11.180 --> 05:14.580 So we have to go beyond that, we have to use other channels, 05:14.580 --> 05:18.000 other influencers, other avenues, 05:18.000 --> 05:20.333 to get our messages out, effectively. 05:22.600 --> 05:23.800 See if I make this work. 05:26.990 --> 05:29.263 Mad Men, the good old days. 05:30.397 --> 05:32.720 A 30-second TV ad was king. 05:32.720 --> 05:35.743 Did one piece of creative, had a brilliant pitch, 05:36.830 --> 05:41.640 had a few drinks, wrapped it up, launched that ad, 05:41.640 --> 05:44.530 ran it for half a year, was out of the office by three 05:44.530 --> 05:45.593 into the golf course. 05:47.160 --> 05:52.160 Now, digital ad revenue has broken 100 billion dollars, 05:54.480 --> 05:57.590 in the U.S., 2018, 100 billion. 05:57.590 --> 06:02.550 That's a 21% increase from the previous year. 06:02.550 --> 06:03.950 That number's only going up. 06:04.837 --> 06:07.860 We're gonna talk more about digital advertising as we go. 06:07.860 --> 06:12.860 But, again, theme of this, the landscape has shifted, 06:13.160 --> 06:17.580 and where it was simpler, maybe not easier, 06:17.580 --> 06:19.390 but certainly more straightforward 06:19.390 --> 06:22.430 to run an effective communications campaign, 06:22.430 --> 06:23.613 that has changed. 06:26.300 --> 06:29.283 Print newspapers, look at everyone reading. 06:30.290 --> 06:32.510 Everyone read their local paper. 06:32.510 --> 06:35.690 Newsrooms thrived, it was a great business to be in. 06:35.690 --> 06:37.940 Running classified ads, print ads, et cetera. 06:39.440 --> 06:41.970 Now, this was just in The Wall Street Journal, 06:41.970 --> 06:45.400 about a week ago, read this to you. 06:45.400 --> 06:50.400 Nearly 1,800 newspapers, 1,800 newspapers closed 06:51.400 --> 06:54.883 between 2004, 2018. 06:55.840 --> 06:59.270 Leaving 200 counties with no newspaper, 06:59.270 --> 07:03.450 and roughly half the counties in the country, 07:03.450 --> 07:05.880 in the U.S., with only one, according to 07:05.880 --> 07:07.730 a University of North Carolina study. 07:10.410 --> 07:13.060 It's piling this up, reach is less. 07:13.060 --> 07:14.610 These newspapers are going out of business. 07:14.610 --> 07:17.500 How do we get the message out to the people 07:17.500 --> 07:20.110 we need to reach and influence, some of the channels 07:20.110 --> 07:24.693 that we were traditionally going to no longer exist, right. 07:26.840 --> 07:29.973 I've painted a pretty dark picture, not fun. 07:32.620 --> 07:33.563 Where are we now? 07:35.270 --> 07:39.573 This is a photo of Saint Peter's Square, in Rome. 07:40.483 --> 07:43.990 The one at the top was when the previous pope, 07:43.990 --> 07:48.990 Pope Benedict was announced as the new pick, 07:50.160 --> 07:52.510 not nominated, I'm trying to think of the term. 07:53.830 --> 07:57.663 2005, about 14 years ago, not that long ago. 07:58.550 --> 08:03.550 In less than 10 years, when Pope Francis was announced, 08:04.780 --> 08:07.670 it's a sea of cell phones. 08:07.670 --> 08:08.503 What happened? 08:10.620 --> 08:15.030 IPhone came out, 2007, Android, et cetera, 08:15.030 --> 08:17.630 we are now in the social media age. 08:17.630 --> 08:19.270 I think a picture is worth a thousand words, 08:19.270 --> 08:23.453 and I look at that, and I'm continually amazed. 08:24.570 --> 08:29.570 Here's the stat: 95% of all Americans own a cell phone, 08:29.990 --> 08:31.963 completely ubiquitous. 08:35.426 --> 08:37.463 And, it's particularly pronounced with our youth. 08:41.660 --> 08:46.350 28% of 18 to 29-year-olds have a smartphone, 08:46.350 --> 08:48.880 and no broadband connection at home. 08:48.880 --> 08:51.120 And then this is something that I heard, 08:51.120 --> 08:53.040 that always sticks with me. 08:53.040 --> 08:57.650 A third of polled Americans say their cell phone, 08:57.650 --> 09:01.440 their smartphone, is their most prized possession. 09:01.440 --> 09:04.040 More so than their wallet, their picture 09:04.040 --> 09:07.363 of their sweetheart, it's their cell phone. 09:08.510 --> 09:10.110 So this is the world we live in. 09:13.910 --> 09:16.480 Now what are they doing on their cell phones? 09:16.480 --> 09:19.390 Everyone's using social media, right? 09:19.390 --> 09:22.280 This is a chart that shows social media 09:22.280 --> 09:23.970 usage by demographic. 09:23.970 --> 09:27.960 The topmost line, 18 to 29-year-olds. 09:27.960 --> 09:32.500 Now, I'm focusing there, 'cause I think I understand 09:32.500 --> 09:35.800 that's a big focus for Army recruiting, et cetera, 09:35.800 --> 09:38.470 but it's not just the youth that are on social media, 09:38.470 --> 09:41.883 it's everybody, it's everyone. 09:42.910 --> 09:43.743 But, 09:46.690 --> 09:48.210 numbers don't lie. 09:48.210 --> 09:50.260 The most popular social media channels 09:50.260 --> 09:53.150 in order of use, this is for millennial age group, 09:53.150 --> 09:54.610 it's a little different for others. 09:54.610 --> 09:57.400 YouTube, we call it, we consider it social media, which, 09:57.400 --> 09:59.410 we'll call it that for the purposes of this. 09:59.410 --> 10:02.853 Facebook, Snapchat, Instagram, Twitter. 10:03.820 --> 10:06.310 Now we're just talking about millennials, 18 to 29. 10:06.310 --> 10:10.230 What about Generation Y, what comes next. 10:10.230 --> 10:12.830 Show of hands, how many people have heard of TikTok. 10:13.920 --> 10:15.610 Oh wow, that's great. 10:15.610 --> 10:17.110 How many people are on TikTok. 10:18.300 --> 10:19.133 Fewer. 10:25.270 --> 10:30.270 I was at a digital media award show, in New York, on Sunday. 10:30.500 --> 10:31.630 One of our clients got an award 10:31.630 --> 10:33.890 for their design rebranding. 10:33.890 --> 10:36.300 And I was sitting at a table with, 10:36.300 --> 10:39.260 I never knew this was a job profession, until Sunday, 10:39.260 --> 10:44.110 a TikTok influencer, who told me, lovely woman, 10:44.110 --> 10:46.230 she's a gymnast from California, 10:46.230 --> 10:48.880 who has 1.8 million followers on TikTok. 10:48.880 --> 10:51.300 TikTok, for folks that are unaware, 10:51.300 --> 10:54.180 it's the hot new social network, 10:54.180 --> 10:56.210 it's sort of like Vine, if people remember that, 10:56.210 --> 11:00.890 short videos set to music, very viral, very engaging. 11:00.890 --> 11:04.980 And I asked my new TikTok influencer friend, 11:04.980 --> 11:06.540 who follows you? 11:06.540 --> 11:10.920 She's like, "Oh, well, seven to 17-year-olds." 11:10.920 --> 11:13.840 And I was like, okay, got it. 11:13.840 --> 11:18.840 But then I thought, they're gonna be the next people 11:19.120 --> 11:22.390 who join the Army, who we hire for our agency, 11:22.390 --> 11:24.270 or that we need to influence. 11:24.270 --> 11:27.604 And these are the channels that they're using right now. 11:27.604 --> 11:30.700 Which sort of boggles the mind, to me, that 11:30.700 --> 11:34.100 Facebook, already passe to younger generation. 11:34.100 --> 11:36.270 Snapchat's gonna be old news. 11:36.270 --> 11:39.460 So, my question that I face, when we think about 11:39.460 --> 11:41.470 with our clients, and I put to you is, 11:41.470 --> 11:44.480 are we keeping up, are we paying attention? 11:44.480 --> 11:46.450 How are we gonna leverage these new channels 11:46.450 --> 11:49.780 to reach the audience that we need to reach now, 11:49.780 --> 11:50.680 and in the future. 11:59.570 --> 12:02.943 This is the counterpoint to the first slide. 12:04.080 --> 12:07.690 We had three channels, back in the day, the good old days. 12:07.690 --> 12:09.670 Right, big three. 12:09.670 --> 12:13.310 This is the digital video ecosystem now. 12:13.310 --> 12:14.460 Thank you cord-cutting. 12:15.831 --> 12:19.510 2018, 33 million cord-cutters, currently in the U.S. 12:19.510 --> 12:22.870 This is people who have ditched cable, 12:22.870 --> 12:24.670 and are only watching digital video. 12:26.040 --> 12:30.310 That's up 6% from 2017, and according to one study, 12:30.310 --> 12:34.210 it's expected to reach 55 million people by 2022. 12:36.370 --> 12:41.290 Whether it's Netflix, Hulu, YouTube TV, Prime Video, 12:41.290 --> 12:42.980 all of the networks that are cutting the cord. 12:42.980 --> 12:44.403 Disney Plus announced. 12:45.940 --> 12:48.250 There is so many channels out there, 12:48.250 --> 12:51.630 with so many different devices, and this is the landscape 12:51.630 --> 12:53.447 we need to be paying attention to, 12:53.447 --> 12:56.090 and we need to be able to be able to communicate to, 12:56.090 --> 12:59.230 as opposed to going to three broadcast networks, 12:59.230 --> 13:01.770 running our 30-second ad, and calling it a day. 13:01.770 --> 13:04.640 It's bewildering, but this is the new face 13:04.640 --> 13:06.090 of what we have to deal with. 13:07.850 --> 13:08.950 So that's the present. 13:10.340 --> 13:11.563 What's coming up next? 13:12.550 --> 13:14.610 Well really, this is already here. 13:14.610 --> 13:16.780 Facebook just announced new 13:19.770 --> 13:22.740 VR setup, new Oculus tools. 13:22.740 --> 13:26.280 In 2019, 42 million people in the U.S. 13:26.280 --> 13:28.280 will use virtual reality. 13:28.280 --> 13:31.180 And 68 million people will use augmented reality 13:31.180 --> 13:32.280 at least once a month. 13:32.280 --> 13:33.120 What's the difference? 13:33.120 --> 13:36.030 Virtual reality, sort of full-on headset, 13:36.030 --> 13:38.570 augmented reality, well you've probably already done, 13:38.570 --> 13:40.640 whether you're using a Snapchat filter, 13:40.640 --> 13:43.150 or a filter in Facebook Messenger. 13:43.150 --> 13:45.190 Incredibly popular, lighter weight, 13:45.190 --> 13:48.520 probably going to be even more robust. 13:48.520 --> 13:51.270 So, my challenge that I put to my team, 13:51.270 --> 13:53.850 as we're thinking about stuff, is, okay, 13:53.850 --> 13:55.370 we're gonna make a 30-second video, 13:55.370 --> 13:57.610 we're gonna make a 15-second video, 13:57.610 --> 13:59.370 what are we gonna do with augmented reality? 13:59.370 --> 14:01.570 What about 360 degree video? 14:01.570 --> 14:03.550 How are we going to use this medium, 14:03.550 --> 14:06.600 which is only going to increase in popularity, 14:06.600 --> 14:09.100 to create engaging content that people 14:09.100 --> 14:11.370 want to interact with, want to share, 14:11.370 --> 14:13.653 and sort of drives our clients' messaging. 14:14.560 --> 14:16.360 That's the challenge for the future. 14:17.680 --> 14:20.740 What about chatbots, what about artificial intelligence? 14:20.740 --> 14:23.220 Everyone's heard the buzzwords, how do we use that? 14:23.220 --> 14:25.020 Well you're probably already using it. 14:25.020 --> 14:26.840 Nearly three of four consumers 14:26.840 --> 14:29.460 have already interacted with chatbots, 14:29.460 --> 14:30.800 and they're only gonna get smarter. 14:30.800 --> 14:32.580 Right now, they're relatively dumb, 14:32.580 --> 14:35.330 basic conversations, but it's only gonna get smarter. 14:35.330 --> 14:38.320 One of the principal ways we're sort of engaging with that 14:38.320 --> 14:39.860 is voice assistance. 14:39.860 --> 14:43.763 Siri, Alexa, Hey Google, et cetera. 14:45.260 --> 14:48.750 One study says 50% of all searches 14:48.750 --> 14:52.343 are gonna be done using voice by 2020, that's in a year. 14:53.470 --> 14:54.820 What's your voice strategy? 14:55.750 --> 14:57.350 How are you thinking about that? 14:59.150 --> 15:01.410 How are you going to create your content 15:01.410 --> 15:03.660 so that it can engage the way people 15:03.660 --> 15:07.280 are going to be consuming your information, 15:07.280 --> 15:08.773 in the near future, or now? 15:13.320 --> 15:15.550 Everyone's heard of 5G, I'm sure at this point. 15:15.550 --> 15:17.490 Show of hands, how many people have heard of 5G? 15:17.490 --> 15:19.730 Everyone's heard the buzzword, you've seen the ads. 15:19.730 --> 15:21.840 Every tech company in the world 15:21.840 --> 15:25.373 is talking about their 5G play, my clients included. 15:27.620 --> 15:30.570 What's it mean, just the fifth generation of wireless. 15:30.570 --> 15:33.743 This is what I find interesting, as I think about this. 15:35.330 --> 15:37.910 All of the cool social media that I've just talked about 15:37.910 --> 15:39.770 that we've sort of gone on about, 15:39.770 --> 15:43.090 is a product of 3G, and really 4G, 15:43.090 --> 15:45.240 some of the faster speeds. 15:45.240 --> 15:48.940 5G, if the hype is to be believed, 15:48.940 --> 15:50.773 100 times faster speeds. 15:53.580 --> 15:56.760 100 times faster speeds, 100 times more devices 15:56.760 --> 15:59.120 connected in a cell area location, 15:59.120 --> 16:00.570 five times lower latency. 16:00.570 --> 16:03.060 That just means that the streaming will be more smooth, 16:03.060 --> 16:05.023 less glitchy, less interruptions. 16:06.200 --> 16:09.260 I've talked about VR, we've talked about AI. 16:09.260 --> 16:13.450 If you had polled smart people in 2001 about 16:13.450 --> 16:16.460 what was gonna come next, you would not have heard, 16:16.460 --> 16:20.170 I think from most, all of the apps that we have now. 16:20.170 --> 16:23.343 What's gonna come with that new technology? 16:24.550 --> 16:26.190 People throw out autonomous vehicles, 16:26.190 --> 16:27.830 driverless cars, et cetera. 16:27.830 --> 16:30.950 But there are going to be new communications technologies, 16:30.950 --> 16:34.970 new apps, new services, that we're not thinking about, 16:34.970 --> 16:37.430 but are gonna be powered by this faster speed, 16:37.430 --> 16:38.677 and we're gonna have to get onboard with, 16:38.677 --> 16:40.427 and we're gonna have to figure out. 16:42.150 --> 16:44.387 And so that's the challenge that I think about, 16:44.387 --> 16:46.170 and that I put to you to think about 16:46.170 --> 16:48.110 as well as communicators. 16:48.110 --> 16:49.840 What's coming next? 16:49.840 --> 16:52.710 We know what's right in front of us, but what's coming next 16:52.710 --> 16:55.093 that we're gonna have to learn. 16:57.560 --> 17:01.083 Learn, deploy, and utilize to get our message out. 17:06.600 --> 17:10.280 So, I say rules here, but really, 17:10.280 --> 17:12.270 I think of these as five principles. 17:12.270 --> 17:16.920 Five guideposts that our firm puts into practice 17:16.920 --> 17:19.940 with the projects we work on, and I share with you 17:19.940 --> 17:22.700 because I think that they can be helpful, 17:22.700 --> 17:26.240 as you sort of navigate the digital media space, 17:26.240 --> 17:28.900 as you put together a thoughtful, 17:28.900 --> 17:32.410 and effective communications plans, to get the word out. 17:32.410 --> 17:34.513 So we're gonna go through each of these points. 17:37.900 --> 17:38.733 Integrated. 17:42.962 --> 17:47.290 As much as I am a believer in digital media, which I am, 17:47.290 --> 17:50.920 I do not believe, and we do not operate 17:50.920 --> 17:53.490 in a silo, in a vacuum. 17:53.490 --> 17:55.690 We're practitioners of an all of the above 17:55.690 --> 17:56.880 communication strategy. 17:56.880 --> 18:00.430 The example I'm showing here, is our work that we did with 18:00.430 --> 18:03.500 Charter Communications, and their successful merger 18:03.500 --> 18:07.283 with Time Warner Cable, about three or four years ago. 18:08.880 --> 18:12.590 And for this project, we were doing all the communications, 18:12.590 --> 18:17.590 the field team that's grassroots organizing, in key markets, 18:17.770 --> 18:21.800 et cetera, earned media, PR, public relations, 18:21.800 --> 18:24.690 digital advertising, social media, but then working 18:24.690 --> 18:26.030 with all the other pieces of it. 18:26.030 --> 18:29.260 They had a lobbying strategy, the focus of this was to get 18:29.260 --> 18:30.760 regulatory approval from the Federal 18:30.760 --> 18:34.570 Communications Commission, and different state regulators 18:34.570 --> 18:37.020 in about the 41 different states where Charter, 18:37.020 --> 18:38.840 and then Time Warner had a cable footprint. 18:38.840 --> 18:42.300 Very big campaign, very complicated, 18:42.300 --> 18:47.300 but it was every piece aligned, working together, 18:48.190 --> 18:50.950 to drive towards a common goal and objective. 18:50.950 --> 18:55.950 And I say that because so often, when I see this, 18:57.530 --> 19:00.190 when I see campaigns that are run, 19:00.190 --> 19:02.990 I see a lot of different activity, 19:02.990 --> 19:07.990 and I see misalignment, where a press release goes out, 19:08.220 --> 19:10.330 and only after it's out the door does someone circle back 19:10.330 --> 19:11.647 around and say, "Whoa, we should put this 19:11.647 --> 19:13.780 "on social media as well." 19:13.780 --> 19:15.800 Or, "Did we update the website?" 19:15.800 --> 19:19.447 Or, "Hey, do we need to notify our lobbying teams 19:19.447 --> 19:22.210 "that we're up with advertising in this state?" 19:22.210 --> 19:25.590 And, as opposed to aligning on the front end, 19:25.590 --> 19:28.730 and executing so that people have the information they need, 19:28.730 --> 19:31.470 and then you're methodically executing throughout it, 19:31.470 --> 19:33.670 you're playing catch up, and you're sort of 19:33.670 --> 19:35.740 failing to disseminate the information, 19:35.740 --> 19:38.290 and failing to promote it effectively. 19:38.290 --> 19:42.670 So, a fundamental principle, you could even call it 19:42.670 --> 19:44.970 sort of blocking and tackling of good communications, 19:44.970 --> 19:48.830 but one, that organizations that I deal with all the time, 19:48.830 --> 19:52.430 or I watch, from our competitors, et cetera, 19:52.430 --> 19:53.673 frequently trip up on. 19:57.750 --> 19:59.520 Digital first. 19:59.520 --> 20:01.690 Thinking digital first. 20:01.690 --> 20:06.080 You don't have to be a digital guru to think 20:06.080 --> 20:08.260 how am I going to leverage this 20:08.260 --> 20:10.380 with the channels that I have in front of me? 20:10.380 --> 20:12.120 This is an example of a spot that we did 20:12.120 --> 20:14.660 for a political race, a couple of years ago, 20:14.660 --> 20:17.930 where we took the same spot that we're running on TV, 20:17.930 --> 20:22.930 and tested all the different sizes, different screenshots, 20:23.100 --> 20:26.050 vertical video, which often does very well on social media. 20:28.070 --> 20:30.750 Thinking digital first. 20:30.750 --> 20:33.400 So, when I'm in my projects and our campaigns, 20:33.400 --> 20:38.040 what I often see is a failure to think that. 20:38.040 --> 20:39.960 Often the first thing someone writes is, 20:39.960 --> 20:41.890 let's write the press release. 20:41.890 --> 20:44.863 Well, is the first play always need to be a press release? 20:46.180 --> 20:49.943 Maybe the first play, or the first go-to tool is a Tweet. 20:50.810 --> 20:53.223 Guess where all the reporters are on, Twitter. 20:55.820 --> 20:58.810 So, when I say digital first, I mean thinking about 20:58.810 --> 21:00.950 the execution that you need to run. 21:00.950 --> 21:03.750 I mean thinking about the tools that you have, 21:03.750 --> 21:07.020 and then thinking how do I take the content that I have, 21:07.020 --> 21:08.550 or the message I need to drive, 21:08.550 --> 21:10.990 and make sure it fits appropriately to the channels 21:10.990 --> 21:14.940 that I have, whether it's Twitter, Facebook, Instagram, 21:14.940 --> 21:17.010 a blog post, et cetera. 21:17.010 --> 21:18.160 Thinking digital first. 21:22.220 --> 21:23.113 Move fast, 21:24.780 --> 21:26.110 third principle. 21:26.110 --> 21:30.590 Speed kills, we no longer have 24-hour news environment, 21:30.590 --> 21:32.613 we have a constant one. 21:34.080 --> 21:37.173 Whenever the president Tweets, shows up on the news, 21:38.370 --> 21:39.563 everyone's responding. 21:40.840 --> 21:45.060 Do you have a rapid-fire response plan? 21:45.060 --> 21:46.280 What are you responding to? 21:46.280 --> 21:48.133 Are you ready to engage quickly? 21:49.790 --> 21:52.880 Are you listening to the conversation that is happening, 21:52.880 --> 21:56.380 so that when something breaks, you are ready to respond? 21:56.380 --> 21:58.893 Are you monitoring your social media channels? 22:00.510 --> 22:01.933 Are you ready to engage? 22:02.940 --> 22:06.840 I think the best way to do this, is to have your game plan 22:06.840 --> 22:08.790 set in advance. 22:08.790 --> 22:12.120 If you're expecting an issue to break into the news, 22:12.120 --> 22:13.970 have content pre-written. 22:13.970 --> 22:16.640 Have a social listening, a social media monitoring plan, 22:16.640 --> 22:20.263 which I know, most, I believe everyone does have. 22:21.120 --> 22:23.290 But keeping your finger on the pulse, 22:23.290 --> 22:27.340 so that you can react quickly, and engage. 22:27.340 --> 22:30.270 I put the back piece, half of this up, with purpose, 22:30.270 --> 22:31.460 because I think it's so critical. 22:31.460 --> 22:36.340 Because the caveat that I often see in organizations, 22:36.340 --> 22:41.280 is sort of mistaking motion with progress. 22:41.280 --> 22:43.920 And, while you need to move quickly, 22:43.920 --> 22:47.861 I think it's very important that you understand 22:47.861 --> 22:51.440 how these tactics, how these channels, 22:51.440 --> 22:53.230 are going to get the ball down the field 22:53.230 --> 22:55.320 for your organizational goal, whether it's educating 22:55.320 --> 22:59.020 the public, driving a message, reaching a core group 22:59.020 --> 23:01.980 of influencers, so, you need to move quickly, 23:01.980 --> 23:03.640 you need to be ready to engage, 23:03.640 --> 23:06.823 but you need to also say, does this advance my goal? 23:08.342 --> 23:10.180 'Cause sometimes if it doesn't, 23:10.180 --> 23:11.660 maybe you don't need to engage. 23:11.660 --> 23:15.330 Now I think the default should be ready to act, but, 23:15.330 --> 23:16.473 the caveat's there. 23:18.210 --> 23:20.670 We're almost there, get your questions ready. 23:20.670 --> 23:21.503 Two more. 23:24.115 --> 23:29.115 When we do testing on what moves the needle for our content, 23:31.890 --> 23:35.653 our advertising, et cetera, the single biggest lever, 23:38.470 --> 23:43.160 the single biggest factor, not the audience targeting, 23:43.160 --> 23:45.170 the different platforms, the single biggest 23:45.170 --> 23:47.750 deciding factor of, is someone going to engage 23:47.750 --> 23:49.640 with our content, engage with our advertising, 23:49.640 --> 23:51.500 are we gonna see the sorts of return on investment 23:51.500 --> 23:54.810 we want, and our clients want, is the creative. 23:54.810 --> 23:56.733 The copy, the images, the messaging. 23:57.570 --> 24:01.320 And so, putting an emphasis on that 24:01.320 --> 24:04.060 is going to yield the single biggest 24:04.060 --> 24:05.720 return on investment. 24:05.720 --> 24:08.110 This is an example of a campaign we did 24:08.110 --> 24:11.980 for the national Sikhs Coalition, We Are Sikhs, 24:11.980 --> 24:15.413 to educate their fellow Americans about the Sikh religion, 24:17.070 --> 24:18.780 and how they were proud Americans, 24:18.780 --> 24:21.260 they had been facing a lot of discrimination 24:21.260 --> 24:24.650 and hate crimes, particularly after 9-11, 24:24.650 --> 24:27.090 and they wanted to educate people that 24:27.090 --> 24:31.840 wearing a turban is not of sign of anything but 24:31.840 --> 24:34.150 their religious values, and their faith. 24:34.150 --> 24:35.930 We did a bunch of advertising nationwide, 24:35.930 --> 24:37.670 we did a full, comprehensive campaign 24:37.670 --> 24:41.340 in Fresno, California, pre- and post-testing, 24:41.340 --> 24:46.340 and saw significant movement with our target audiences 24:46.510 --> 24:48.350 in Fresno, California, where there's a large 24:48.350 --> 24:51.440 Sikh community, after all of this. 24:51.440 --> 24:56.440 But, to us, the message, the creative, the branding, 24:58.040 --> 25:02.780 the content, the story, was what drove the effectiveness 25:02.780 --> 25:07.623 of the campaign, not some of the other factors. 25:09.760 --> 25:10.763 So creativity. 25:12.810 --> 25:16.320 And the last piece is testing and measurement. 25:16.320 --> 25:20.080 It's so important, there are so many digital analytics 25:20.080 --> 25:22.580 tools available to us nowadays. 25:22.580 --> 25:25.380 There's analytics tools for all other channels, too, 25:25.380 --> 25:28.320 but particularly on digital, there is no excuse. 25:28.320 --> 25:31.250 There's no excuse not to look at the data, 25:31.250 --> 25:33.790 not to review your campaign performance, 25:33.790 --> 25:37.010 to see what worked, what didn't work, 25:37.010 --> 25:39.560 how you can optimize, how you can improve, 25:39.560 --> 25:41.870 so that you either can change up your buy, 25:41.870 --> 25:43.743 or change up your creative. 25:45.840 --> 25:47.960 Or, further improve it or optimize it. 25:47.960 --> 25:50.140 This is an example, this is a case study 25:50.140 --> 25:53.920 of some work we did earlier, late last year 25:53.920 --> 25:54.943 around the election. 25:55.900 --> 25:59.160 We partnered with Moat, which is an industry-leading 25:59.160 --> 26:03.240 sort of ad verification tool, to track invalid traffic, 26:03.240 --> 26:07.700 which is just bots, fake users, basically anyone you, 26:07.700 --> 26:10.370 actually not a real person that you want to see your ads. 26:10.370 --> 26:13.630 And then we looked at some major news sites, 26:13.630 --> 26:16.190 in this case, CNBC, L.A. Times, Star Tribune, 26:16.190 --> 26:19.020 USA Today, Chicago Tribune, to see how much, 26:19.020 --> 26:21.550 what portion of the traffic, when we were advertising 26:21.550 --> 26:26.200 on those news sites, was invalid, inaccurate, 26:26.200 --> 26:27.263 fake, et cetera. 26:28.370 --> 26:30.000 And this is important, 'cause in this case, 26:30.000 --> 26:32.070 what we often sort of think about the digital buying 26:32.070 --> 26:34.820 landscape, we say, oh, if I'm gonna go and buy direct 26:34.820 --> 26:36.730 on a major newspaper site, 26:36.730 --> 26:39.720 that is a high-quality, premium placement. 26:39.720 --> 26:42.990 But in this case, we were seeing, you know, 26:42.990 --> 26:45.300 trust but verify, and the ad traffic that we were getting 26:45.300 --> 26:46.900 from there was not as effective. 26:49.660 --> 26:54.160 I won't bore you with more Moat analytics, but the point 26:54.160 --> 26:56.450 is the metrics, the testing, 26:56.450 --> 26:58.533 and the tracking, so essential. 27:00.170 --> 27:04.963 So those are the principles, to review. 27:09.030 --> 27:14.030 Integration, digital first, move fast, but with purpose, 27:14.780 --> 27:17.283 creativity kills, testing and measuring. 27:18.320 --> 27:20.760 So with that, I'm gonna stop talking, 27:20.760 --> 27:23.763 thank you for your time, welcome any questions. 27:29.210 --> 27:30.780 - [Mike] Thank you for your time, I'm Mike Lawhorn, 27:30.780 --> 27:31.760 from Forces Command. 27:31.760 --> 27:35.910 On your third principle, move fast with a purpose, 27:35.910 --> 27:38.940 one of the challenges that we often have in the military is, 27:38.940 --> 27:43.230 commanders or leaders want to do something quickly, when, 27:43.230 --> 27:45.110 maybe the best thing is to wait. 27:45.110 --> 27:48.610 And so that third principle for me, is often, 27:48.610 --> 27:51.950 decide fast, with a purpose, whether or not to move. 27:51.950 --> 27:55.070 And so, what are some of the principles, or processes, 27:55.070 --> 27:58.440 that you've used with companies to help them decide 27:58.440 --> 28:00.690 whether or not they need to do something, 28:00.690 --> 28:04.330 because there's a problem, and then there's 28:04.330 --> 28:07.000 whether or not a problem needs to be solved, 28:07.000 --> 28:09.603 'cause not every problem needs to be solved. 28:10.730 --> 28:13.970 - A great question, it's something that we work with, 28:13.970 --> 28:17.570 when we're working with Fortune 100 companies, 28:17.570 --> 28:20.660 large institutions, large organizations. 28:20.660 --> 28:23.410 They have a complex decision-making structure, 28:23.410 --> 28:25.073 and they have to work through it. 28:27.256 --> 28:29.580 So there's a couple of things, we sort of work through 28:29.580 --> 28:31.420 and we sort of align on, and a lot of it 28:31.420 --> 28:34.290 is prep beforehand. 28:34.290 --> 28:39.020 We're big believers in having as much prepared before 28:39.020 --> 28:41.060 you get into one of those situations, 28:41.060 --> 28:42.610 whether it's a response plan, a game plan, 28:42.610 --> 28:44.830 so a couple of sort of tactical pieces. 28:44.830 --> 28:47.290 First off, when we're managing social media channels 28:47.290 --> 28:50.230 for a client, or a large organization, or anyone, 28:50.230 --> 28:52.490 we'll put together what we call a social media response plan 28:52.490 --> 28:54.960 which is like, okay, here's the different types of things 28:54.960 --> 28:56.250 that we're gonna face. 28:56.250 --> 28:59.250 If it's a general positive comment or interaction, 28:59.250 --> 29:02.070 that's a no-brainer, like yeah, thanks so much, good to go. 29:02.070 --> 29:04.740 If it's a question from pre-approved FAQs, 29:04.740 --> 29:06.780 here's our pre-approved stuff, good to go. 29:06.780 --> 29:10.910 If it's like a troll who is never gonna say 29:10.910 --> 29:12.970 anything positive about us and has no relevance, 29:12.970 --> 29:14.130 we're gonna ignore it. 29:14.130 --> 29:17.170 And if it's someone who merits a response, 29:17.170 --> 29:19.790 that we don't have a pre-approved, pre-drafted guidance, 29:19.790 --> 29:21.470 we're gonna engage on that. 29:21.470 --> 29:23.280 Now that's sort of like the run of the mill stuff. 29:23.280 --> 29:25.550 I believe what you're probably talking and thinking about is 29:25.550 --> 29:29.900 okay, you know, the president Tweets about my company, 29:29.900 --> 29:31.430 how do I respond? 29:31.430 --> 29:33.350 Well, for a lot of our brands, and this is something 29:33.350 --> 29:35.600 that we work through for some of our clients. 29:37.210 --> 29:40.800 There is actually, you often times 29:40.800 --> 29:43.200 have an inkling that something like this is coming. 29:43.200 --> 29:45.230 Right, you know the issues in the news, 29:45.230 --> 29:48.050 you have a sense that hey, this might be coming. 29:48.050 --> 29:49.860 That's the time to prepare. 29:49.860 --> 29:51.790 Okay, what are we gonna respond to, what are we gonna 29:51.790 --> 29:53.830 potentially draft if this does happen, 29:53.830 --> 29:55.980 is it pre-approved, is it good to go, 29:55.980 --> 29:57.423 have it all pre-set. 29:58.860 --> 30:00.400 And then you can engage. 30:00.400 --> 30:01.470 Sometimes you don't. 30:01.470 --> 30:03.610 Sometimes it truly is, it just comes out of left field, 30:03.610 --> 30:05.780 and you've gotta jump on it. 30:05.780 --> 30:08.750 For us, that's really where social listening 30:08.750 --> 30:12.210 comes into play, and having a sense of, okay, 30:12.210 --> 30:15.320 this is breaking, how big is this? 30:15.320 --> 30:19.320 Okay, this story broke, it broke in The Journal, 30:19.320 --> 30:23.170 that's a big publication, how much pick-up is it getting? 30:23.170 --> 30:25.650 Okay, it's getting picked up by a few of these reporters 30:25.650 --> 30:28.340 that cover this issue, it's getting so many mentions, 30:28.340 --> 30:31.630 it's got 100 mentions, okay, it's got some traction, 30:31.630 --> 30:34.290 we need to put out a Tweet or a press release, 30:34.290 --> 30:35.810 but we're not gonna go further than that, 30:35.810 --> 30:38.490 because we think that will put more fuel on the fire. 30:38.490 --> 30:42.700 Okay, this Tweet has got retweeted by everyone in town, 30:42.700 --> 30:46.180 it's being picked up by Senators, and Members of Congress. 30:46.180 --> 30:49.210 It's gone quote unquote viral, we need a much more 30:49.210 --> 30:51.623 aggressive response plan, ASAP. 30:52.970 --> 30:56.510 And so that's how we try and think about it, is the 30:57.700 --> 30:59.180 where is the conversation going, 30:59.180 --> 31:01.230 the listening is very important for that. 31:02.100 --> 31:04.300 You know, traditional media monitoring, social listing, 31:04.300 --> 31:06.720 which is what we do a lot of as well. 31:06.720 --> 31:09.820 The two work together, they feed off each other. 31:09.820 --> 31:12.470 For us, when we set it up for our projects, we'll do, 31:13.910 --> 31:16.780 I say traditional, but media monitoring in the morning, 31:16.780 --> 31:18.470 first thing, the stories break. 31:18.470 --> 31:21.070 Then we'll go around to do afternoon social listening, 31:21.070 --> 31:25.970 'cause what we typically see is people get online, 31:25.970 --> 31:27.460 they'll get on Twitter, they'll react to the news, 31:27.460 --> 31:29.440 then we'll start to carry it forward. 31:29.440 --> 31:31.050 So that's a big, big piece of it, 31:31.050 --> 31:32.983 hopefully that answers your question, sir. 31:34.710 --> 31:35.543 Other questions. 31:40.450 --> 31:42.650 - [Woman] On your digital first slide, 31:42.650 --> 31:45.380 you said that you had tested, which of those layouts 31:45.380 --> 31:47.120 was the most effective? 31:47.120 --> 31:48.140 I'm over here. 31:48.140 --> 31:49.290 - Oh, thank you. 31:49.290 --> 31:50.841 (woman laughs) 31:50.841 --> 31:51.750 - [Woman] On your digital first slide, 31:51.750 --> 31:53.650 you said you had tested which of those layouts 31:53.650 --> 31:56.050 was the most effective, I'm curious as to which one 31:56.050 --> 31:58.356 you found to be the most effective? 31:58.356 --> 31:59.980 - Those were running on Facebook. 31:59.980 --> 32:01.483 Vertical did well there. 32:02.670 --> 32:06.760 Vertical, text on screen, the challenge 32:06.760 --> 32:09.150 and the opportunity for these social test ones 32:09.150 --> 32:10.840 is it's constantly changing. 32:10.840 --> 32:12.890 So tests that we ran a year ago, 32:12.890 --> 32:14.760 we run it again and we find a different result, 32:14.760 --> 32:17.060 'cause they're constantly tweaking their algorithms, 32:17.060 --> 32:18.920 and they're constantly adjusting it. 32:18.920 --> 32:22.600 The other challenge that you face is sort of creative cost, 32:22.600 --> 32:24.480 so for us we have to produce all of these spots, 32:24.480 --> 32:26.660 and it takes budget to do it all. 32:26.660 --> 32:28.020 And so one of the things that we often 32:28.020 --> 32:30.400 are sort of working through is, okay, 32:30.400 --> 32:32.960 how much juice is worth the squeeze, and like, 32:32.960 --> 32:35.320 okay I need to budget, if I'm gonna produce a six, 32:35.320 --> 32:38.550 a 15, a 30, a minute, et cetera, all these different sizes. 32:38.550 --> 32:41.720 But, if your principal buy is gonna be on Facebook, 32:41.720 --> 32:43.330 and that's where you're running everything, 32:43.330 --> 32:46.173 then it's worth the investment to resize it for that. 32:47.070 --> 32:49.003 But yeah, vertical. 32:53.550 --> 32:57.320 - [Man] General terms, what messages work well with the 32:57.320 --> 33:01.330 younger generations, and the influencers that really do it. 33:01.330 --> 33:04.420 A lot of times we talk to commanders, and they 33:04.420 --> 33:07.160 want to do things that really excite them, 33:07.160 --> 33:11.270 but then when we talk to 'em about what the audience is, 33:11.270 --> 33:14.080 they don't really get it, and we're trying to make sure 33:14.080 --> 33:18.130 that we talk to them about what's gonna move the needle 33:18.130 --> 33:20.360 with the audience, especially the younger generation, 33:20.360 --> 33:22.730 and those that influence them. 33:22.730 --> 33:24.863 - Yeah, great question. 33:28.920 --> 33:32.170 I think, so I'm gonna caveat this and say, first off, 33:32.170 --> 33:33.800 I think it depends. 33:33.800 --> 33:35.890 And I say it depends because 33:35.890 --> 33:37.530 I was talking with someone else who has asked me 33:37.530 --> 33:40.170 a similar question in a political context. 33:40.170 --> 33:43.190 I think we often make a mistake 33:43.190 --> 33:45.090 when we sort of think of the younger generation 33:45.090 --> 33:48.273 as a monolithic audience, as a monolithic block. 33:49.220 --> 33:50.453 They're not, right. 33:51.620 --> 33:53.620 There's left, right, some of 'em are interested 33:53.620 --> 33:54.620 in the military, some are not. 33:54.620 --> 33:55.841 Some of 'em watch Game of Thrones, 33:55.841 --> 33:57.490 some of them do not. 33:57.490 --> 34:00.430 And so, while in general, say okay yes, 34:00.430 --> 34:03.530 younger generation's on social media, looks for more 34:03.530 --> 34:06.980 sort of authentic content, more authentic, less produced, 34:06.980 --> 34:10.840 less overly scripted, that sort of a view, 34:10.840 --> 34:13.370 I think that's generally true, right. 34:13.370 --> 34:16.770 In terms of like oh okay, a message about 34:16.770 --> 34:18.960 that incorporates country music is gonna do well. 34:18.960 --> 34:21.530 Well, not if they like hip hop, right. 34:21.530 --> 34:24.730 And so, I think you've got to sort of say, 34:24.730 --> 34:27.880 a little bit more granularly, who within that universe 34:27.880 --> 34:29.490 am I trying to engage? 34:29.490 --> 34:30.833 All of that said, 34:34.499 --> 34:38.833 I think more colloquial, more engaging, 34:40.000 --> 34:44.950 more authentic, which is difficult, right, in times. 34:44.950 --> 34:47.900 I think that's something that our clients 34:47.900 --> 34:50.880 struggle with the most, it's like, okay I'm a 34:50.880 --> 34:53.580 large corporation, what does authentic mean? 34:53.580 --> 34:56.990 Well I think in those cases, it's putting the faces, 34:56.990 --> 35:00.060 the people, behind the organization, front and center, 35:00.060 --> 35:03.450 and letting them carry that message, 'cause they are 35:03.450 --> 35:08.450 authentic, so, storytelling, as a way to sort of show that. 35:08.630 --> 35:10.853 And then I think the other part of it is, 35:13.063 --> 35:15.600 people relate to people like them. 35:15.600 --> 35:17.550 So putting young people front and center, 35:17.550 --> 35:19.360 and letting them carry a message 35:19.360 --> 35:21.660 that people just innately find more relatable. 35:22.760 --> 35:25.410 I think those are sort of principles that work. 35:25.410 --> 35:29.600 I think it's hard to, you know, it's like running 35:29.600 --> 35:33.050 an ad that's gonna sort of engage or excite a millennial, 35:33.050 --> 35:36.500 but it's someone who's 60 years old delivering it. 35:36.500 --> 35:39.543 The messenger is not credible, in that case. 35:40.780 --> 35:41.680 I hope that helps. 35:46.400 --> 35:47.233 Great. 35:50.120 --> 35:52.510 They're great questions, by the way. 35:52.510 --> 35:55.450 - So I don't have a budget to do audience analysis, 35:55.450 --> 35:59.250 and so I steal, I don't steal, I use publicly available data 35:59.250 --> 36:01.770 that's produced by Procter & Gamble, and Ford, 36:01.770 --> 36:05.190 and companies that make all of this information available 36:05.190 --> 36:07.130 about their target demographics. 36:07.130 --> 36:09.950 Do you have any more recommendations 36:09.950 --> 36:12.710 for where I might be able to find 36:12.710 --> 36:17.260 readily available data and insights from companies 36:17.260 --> 36:19.583 that make it open to the public? 36:20.740 --> 36:23.127 - What kind of data, just general sort of demographic, 36:23.127 --> 36:25.440 what kind of data specifically are you looking? 36:25.440 --> 36:27.730 - So I've looked at some things that they've produced 36:27.730 --> 36:31.150 in terms of products and services by age, 36:31.150 --> 36:33.833 and by geographic region. 36:38.838 --> 36:40.860 - You know I think there's a lot of good 36:40.860 --> 36:42.980 sort of news sources, sites out there, 36:42.980 --> 36:45.683 that sort of cover the industry that I find useful. 36:47.040 --> 36:50.760 I find Digiday is a good publication 36:50.760 --> 36:53.450 that I often subscribe to that has good sort of 36:53.450 --> 36:55.473 industry trends on digital marketing. 36:58.013 --> 37:00.660 Axios Media Trends is an excellent publication as well 37:00.660 --> 37:03.930 that covers, it's a once-a-week, so, 37:03.930 --> 37:05.310 that's a good thing to subscribe to, 37:05.310 --> 37:07.293 I really like what they do there. 37:12.200 --> 37:15.540 I'll give a plug out to another guy in the space, 37:15.540 --> 37:18.270 Michael Beach, I forget the name of his company, 37:18.270 --> 37:20.620 he has a great newsletter that he sends out 37:20.620 --> 37:23.500 that talks about specifically about sort of cord-cutting 37:23.500 --> 37:25.460 in digital media spaces. 37:25.460 --> 37:28.500 I think to one of your questions, a great tool 37:28.500 --> 37:31.430 that we like to look at, for our projects, 37:31.430 --> 37:34.480 is we'll go right to Facebook and Twitter, 37:34.480 --> 37:37.630 and they have audience insights available that are free, 37:37.630 --> 37:40.810 that will show you okay, here is more additional audience 37:40.810 --> 37:43.250 demographic data, it's in the advertising section, 37:43.250 --> 37:45.680 it's not within the page analytics section. 37:45.680 --> 37:48.330 But you can go and look at models of your own audience, 37:48.330 --> 37:51.060 of who engages with your page or your content, 37:51.060 --> 37:53.100 or you can do a custom audience upload, 37:53.100 --> 37:55.840 if you have like an email list, we'll do this for projects, 37:55.840 --> 37:58.760 and you can run that email list into Facebook, 37:58.760 --> 38:00.950 it'll match back, and it'll show you a lot of interesting 38:00.950 --> 38:02.893 sort of consumer trends about age, 38:04.626 --> 38:07.610 sort of demographics, consumer buying habits, 38:07.610 --> 38:09.830 which I find very helpful for getting a sense 38:09.830 --> 38:11.100 of your current audience. 38:11.100 --> 38:13.830 Facebook is good, Twitter, their data is less robust, 38:13.830 --> 38:16.010 but you could also look at that. 38:16.010 --> 38:16.843 Hope that helps. 38:19.090 --> 38:21.320 - So, I'd like to dovetail off this gentlemen, 38:21.320 --> 38:22.670 or the answer you gave him. 38:23.920 --> 38:25.930 You talked about finding the authentic voice, 38:25.930 --> 38:29.240 and that it's the people behind the organizations. 38:29.240 --> 38:30.890 Couldn't agree more. 38:30.890 --> 38:34.160 How do you convince CEOs, or in our case, commanders, 38:34.160 --> 38:39.160 to take that risk, when the fallout is potentially 38:39.260 --> 38:42.280 so drastic, if not done well? 38:42.280 --> 38:43.113 - Yeah. 38:44.770 --> 38:46.593 It's a good question, and I think, 38:48.530 --> 38:50.740 I try and be realistic, I think often times 38:50.740 --> 38:54.250 in the digital space, there is sort of a sense of 38:54.250 --> 38:55.990 oh, just try everything, try anything, 38:55.990 --> 38:58.270 throw spaghetti at the wall and see what sticks. 38:58.270 --> 39:01.290 And I think with large institutions 39:01.290 --> 39:02.880 that have a real risk of that, 39:02.880 --> 39:06.340 sometimes the risk is not worth the sort of, 39:06.340 --> 39:08.000 the reward on that. 39:08.000 --> 39:11.960 That said, I think there are certainly ways to control 39:11.960 --> 39:13.660 interactions, and mitigate risk, 39:13.660 --> 39:16.130 though you can never eliminate risk. 39:16.130 --> 39:18.920 I'm often, we're putting plans together for organizations, 39:18.920 --> 39:21.560 and I'll see someone say, "There's no risk to do this," 39:21.560 --> 39:24.020 and I'm like, no no no, there is a risk. 39:24.020 --> 39:25.810 You can mitigate it, you can reduce it, 39:25.810 --> 39:27.760 you can control it, you can channel it, 39:27.760 --> 39:29.890 but the very nature is, you know, you can't eliminate 39:29.890 --> 39:31.660 negative comments from the Internet, 39:31.660 --> 39:33.660 like that's gonna happen, and you have to have 39:33.660 --> 39:36.253 the certain level of willingness to engage. 39:37.610 --> 39:39.240 The flip side of that piece though, 39:39.240 --> 39:41.157 which I often find funny, is folks are like, 39:41.157 --> 39:43.203 "Well look, if I don't engage, 39:44.677 --> 39:46.130 "I won't have anything negative happen." 39:46.130 --> 39:49.220 It's like, no, people are still gonna say negative things 39:49.220 --> 39:50.550 about you, you're just not gonna have 39:50.550 --> 39:53.150 your positive message out there, right. 39:53.150 --> 39:55.777 I once had a client who was like, "I don't want to do 39:55.777 --> 39:58.087 "any of this monitoring, I don't want to know any of this, 39:58.087 --> 40:00.180 "'cause I'm not ready to respond." 40:00.180 --> 40:02.720 It was like well, okay, you know, you can keep 40:02.720 --> 40:05.150 getting pummeled online, and you'll never know, 40:05.150 --> 40:06.780 and I guess, you know, ignorance is bliss, 40:06.780 --> 40:08.030 but it's still happening. 40:10.140 --> 40:12.283 I think on the content piece, 40:13.290 --> 40:15.390 so there's a couple of ways to break it down, 40:15.390 --> 40:19.560 and often, you tier it out, you get people, 40:19.560 --> 40:21.780 get 'em in the kiddie pool, and then, 40:21.780 --> 40:22.880 they're a little more comfortable, 40:22.880 --> 40:24.370 they go into the full swim lanes, 40:24.370 --> 40:26.820 and then they can go into the deep end, and you know, 40:26.820 --> 40:28.520 swim with the big kids. 40:28.520 --> 40:31.690 But, on the kiddie pool side of it, look I mean, 40:31.690 --> 40:35.000 you can create a 30-second video, or a 15-second spot, 40:35.000 --> 40:39.660 or just do a photo series of like faces of your organization 40:39.660 --> 40:42.030 that you've controlled that content. 40:42.030 --> 40:44.270 Right, you've produced it, it's on-message, 40:44.270 --> 40:46.030 you've ensured it, and then you're gonna 40:46.030 --> 40:47.423 put that out, right. 40:48.290 --> 40:50.070 And yeah, you may get some comments interaction, 40:50.070 --> 40:53.090 but you have controlled the content that you have created. 40:53.090 --> 40:55.810 As opposed to saying, you know maybe a more advanced thing 40:55.810 --> 40:57.570 is you know we're gonna get on Reddit, 40:57.570 --> 41:00.410 and do an Ask Me Anything, where there is a much higher 41:00.410 --> 41:02.350 likelihood of negative fallback. 41:02.350 --> 41:04.140 Well the first option you just put the video out, 41:04.140 --> 41:06.150 I mean, you've controlled that. 41:06.150 --> 41:11.150 That's pretty safe, right, versus doing a Reddit 41:11.200 --> 41:12.700 Ask Me Anything. 41:12.700 --> 41:14.490 You know, God knows where that's gonna go. 41:14.490 --> 41:18.610 So, I think there are ways sort of calibrate it, 41:18.610 --> 41:21.280 and to get an organization onboard with some of 41:21.280 --> 41:24.290 the easier pieces, the safer pieces, 41:24.290 --> 41:27.360 and if there is positive results, folks are happy, 41:27.360 --> 41:29.610 they like what they see, you can sort of 41:29.610 --> 41:31.690 move them deeper into the water. 41:31.690 --> 41:33.190 That's what I would recommend. 41:35.210 --> 41:36.043 Great. 41:42.900 --> 41:44.560 I think we've wrapped up questions. 41:44.560 --> 41:45.720 Thank you everyone. 41:45.720 --> 41:48.470 (group applauds) 41:50.110 --> 41:51.670 - Thank you, Mister Mansour. 41:51.670 --> 41:53.120 We appreciate you being here. 41:58.150 --> 42:01.110 PA professionals, this concludes our morning sessions. 42:01.110 --> 42:03.440 Lunch is followed by some collaborative meeting time 42:03.440 --> 42:06.210 to allow an opportunity to network, check email, 42:06.210 --> 42:08.120 and visit the tables in the lobby. 42:08.120 --> 42:09.730 Our next session is the keynote address 42:09.730 --> 42:11.810 from the Vice Chief of Staff of the Army. 42:11.810 --> 42:15.260 Please be back in here, and seated, at 14:05. 42:15.260 --> 42:16.093 Enjoy.