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Creatives Meet Business

Listen in on what industry experts had to say at the latest Creatives Meet Business event. Host Ashland Viscosi curates and shares the best content and tips from the live events to help creatives and artists transition into creative entrepreneurs.
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Now displaying: August, 2016
Aug 30, 2016

Hi there folks!

Creatives Meet Business is an event and podcast series based out of Austin, Texas for creatives of ALL disciplines to get from zero to one in thinking of themselves as business owners (in the creative sector). We recorded the content for this podcast at our live event on Social Media in June.

This episode features Hailey Whidden, Account Coordinator with Social Distillery. Her episode on "How to Plan an Engaging Content Calendar & Curation Tips" goes into three types of content: original, consumer generated and repurposed content. Hailey shares excellent tips on setting up listening streams to share relevant content to your audience and how to leverage social media holidays to work into your existing content. Some of our favorites here at CMB include: Hug Your Cat Day (June 4th), Maple Syrup Day (December 17th), National Potato Chip Day (March 14th), No Dishes Day (May 18th), and Ask a Stupid Question Day (September 28th).

:15 to 1:04 - Introduction

1:05 to 1:37 - Three types of content

  • Content creation takes a long time!
  • Three types of content: original, consumer generated and repurposed original content.

1:40 to 3:42 - Original Content

  • Content that you create - blog post, shared article that shows thought leadership
  • Stay up to date with industry news, create google alerts and set up listening streams
  • Hootsuite, a free listening platform that searches for relevant hashtags and follows certain accounts
  • Take the time to brainstorm before you build out your content
  • Utilize social media holidays that are relevant for your industry, research about two to three months out
  • Social Media Holiday Calendar - Downloadable Google Calendar with 2,346 holidays

3:43 to 5:06 - Consumer generated content

  • Repurpose what people are saying about your brand, it's organic and also saves you time
  • Guest blog posts - connects you to your community, shows your connections and thought leadership
    • Share guidelines with guest bloggers

5:07 to 5:43 - Repurposed Content

  • Look for ways to repurpose your content, brochures, information on your website, past blogs.
  • With long form content, you can break it up into chunks and share. Create a mini video series from snippets from your blogs.

5:44 to 6:41 - Videos

  • Videos are expensive to produce and time consuming
  • Prediction - 70% of social media will be video based by 2017
  • Take classes on Skillshare or lynda.com to learn more about making video
  • Utilize apps like Boomerang to make videos

6:46 - Closing Notes

  • Course on Lynda.com to help make better videos - How Can I Shoot Better Video on an iPhone from Video Gear Weekly.
  • Review and rate this podcast if you like what you hear
  • Advice column! If you want to ask a question, go to our website and submit through the comments section. We work with past speakers to get the best answer possible AND make it fun to read.


If you like what you hear, share the podcast with your friends, like and comment. To stay in the loop - follow us on Twitter, Facebook or subscribe to the newsletter.

Stay tuned for more, we'll be posting another episode featuring one of the pros from the Social Media edition in two weeks.

Thanks!

Ashland, Creatives Meet Business

Aug 8, 2016

Hi there folks!

Creatives Meet Business is an event and podcast series based out of Austin, Texas for creatives of ALL disciplines to get from zero to one in thinking of themselves as business owners (in the creative sector). We recorded the content for this podcast at our live event in June.

This episode features Alejandra Cos, a Strategic Account Manager with Facebook. Her episode on "Paid Strategies for the SMB" goes into Facebook's algorithm for serving ads and what you can do to best position your ads for success. The discussion ranges from the type of content that performs best on Facebook to what does best on Instagram to bids and budgets and custom lists and lookalike audiences to relevance scores and so so much in between. This episode will knock your socks off (unless you're already sock-less).

:15 to 3:30 - Introduction

3:36 to 5:10 - Why Facebook?

5:12 to 6:27 - Difference between the social media platforms, what to advertise where

  • Facebook - stories from friends, family, loved ones
  • People scroll through things that they value in life, the best way to stand out as an ad is to blend into timelines / scroll
  • Instagram - a platform where people go to get inspired (not necessarily by friends)
  • Sometimes the platforms aren't used for the same purpose, be mindful of this when creating your ad creative

6:30 to 8:06 - Understanding your objective

  • Know your business objective and match it with what's available on Facebook
  • Like campaign example - if you choose this as your objective, Facebook will use its algorithm to find people who like
  • Conversion campaign example - if you choose this as your objective, Facebook will use its algorithm to find people who take action (complete a lead form, sign up for an event, sign up for a newsletter)

8:07 to 9:13 - Know what audience you're wanting to reach

9:15 to 10:08 - Creating Creative!

  • Most of the real estate is the image
  • You have a second or so to capture someone's attention as they scroll, the image has the most stopping motion
  • Ensure a good timeline experience

10:08 to 12:05 - The Good, The Bad and The Delivery (of Ads)

  • X'ing out an ad affects how the ad is delivered (delivery slows and loses the auction more and more)
  • Captivating Ads win more auctions
  • Relevance Score (1 to 10) - how these work. A 6 or above is recommended

12:06 to 13:15 - Testing!

  • Look at signals from reporting & metrics and make your campaigns even more relevant
  • A/B Test - Test with one variable, otherwise it's hard to track which variable contributed to the better performance
  • One example of testing is to keep the content the same but add multiple images and see how each image performs separately 

13:16 to 15:05 - What About When Your Ad Isn't Performing...?

  • Tips to combating under-delivery - your budget wasn't reached in ad delivery
    • Review your bid - amount you're willing to pay for the desired action
      • Keep within your budget, but its recommended to pay toward the higher end of the funnel for the bid
    • Budget - how much the campaign will spend per day or in its lifetime
  • Facebook auction process
  • Be mindful about audience overlap - don't compete against yourself for an audience

15:06 to 16:20 - Frequency 

  • If you like a page, you can see 3 ads tops per day
  • If you don't like a page, the maximum you can see is 2 ads per day
  • Audience overlap example with frequency

16:26 to 19:11 - Closing Time (Tools and Helpful Bits)

  • Facebook Business (FAQ that includes pretty much anything you could imagine)
  • Link to FAQ about my inquiry about which creative serves best for Facebook or Instagram 
  • Link to event on 8/16 (Taxes & Accounting)
  • Announcing... the launch of the CMB advice column! Go to the comment section of the website and send us your questions!

If you like what you hear, share the podcast with your friends, like and comment. To stay in the loop - follow us on Twitter, Facebook or subscribe to the newsletter.

Stay tuned for next week, we'll be posting another episode featuring one of the pros from the Social Media edition.

Thanks!

Ashland, Creatives Meet Business

Aug 2, 2016

Hi there folks!

Creatives Meet Business is an event and podcast series based out of Austin, Texas for creatives of ALL disciplines to get from zero to one in thinking of themselves as business owners (in the creative sector). We recorded the content for this podcast at our live event in June.

This episode features Ryan Johnston, Director of Content at Social Distillery. His episode on "Storytelling for the Nimble Marketer" goes into the "why" of social media and how social media platforms exist as places to tell our stories. With the human attention span  dropping from 12 to 8 seconds, using story in your social media posts to captivate your audience is more vital than ever. Oh, and he's hilarious.

  • 0:00 to 2:47 - Introduction 
  • 2:47 - What's Storytelling 
    • Social media created to tell personal stories
  • 3:22 - Personal Storytelling on Facebook
    • Selective life story - baby photos, political beliefs, vacations
  • 4:11 - Micro story of your vacation
    • Check-in at the airport, panoramic selfie, foodstagram 
  • 5:02 - Why do brands tell a story?
    • Because the alternative is direct product and service sales
    • Stories touch people in a direct way
  • 5:25 - Science! (And Why Brands Tell Stories)
    • When people hear facts the language part of their brain lights up.
    • When people hear or read stories - parts of their brain fire like they were actually there. They're more likely to remember what you're saying, be brand loyal, etc.
  • 6:02 - Brands on Social & Putting the Customer in the Hero's Spot
    • Gain awareness, sales
    • "Star Wars" Analogy by Ben Cecil with UPG Video 
    • Customer journey - You can't put the product in the pilot's seat of the Millennium Falcon, that's where the customer goes!
    • Building brand ambassadors through storytelling
  • 8:24 - Human attention span
    • Dropped from 12 to 8 seconds - eek! Less than a goldfish.
    • Think about how fast you scroll through social media feeds and how hard it is for something to stand out...
  • 9:20 - Story needs to be relevant and make sense (even if it's seen in the middle of the story)
    • Break it into bite sized pieces
    • Fill in the gaps with micro sites or landing sites that provide the bigger story
  • 10:00 - Paid Owned and Earned
    • Owned - social media channels, website, micro sites that you own as a brand
    • Paid - ads on social media. Paid element needed for content to be seen
    • Earned - Word of mouth marketing. 
  • 11:25 - How do you get people to tell the story of your brand for you?
    • Spike Jones (Austin marketer) says people share content for three reasons: Ego, Info & Emo
    • Ego - Posts that feed your ego (when you post the sandwich you made that morning)
    • Info - Sharing the latest information with your friends
    • Emo (Emotions) - People share emotionally out of delight or disgust
  • 12:50 - Continue the learning journey on Lynda.com
  • 13:36 - Next event in Austin


If you like what you hear, share the podcast with your friends, like and comment. To stay in the loop - follow us on Twitter, Facebook or subscribe to the newsletter.

Stay tuned for next week, we'll be posting another episode featuring one of the pros from the Social Media edition.

Thanks!

Ashland, Creatives Meet Business

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