Category: Digital Mindshare Lead Article

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Share of Ear

By: Gregory Pride

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Photo credit: www.nicolassolop.com

Photo credit: www.nicolassolop.com
Observing the Share of Ear report, the obvious takeaway is that podcast listening and awareness are all significantly on the rise. This year, more than half of the survey respondents knew what podcasting is, and that is very important. What that means is that now is a better time than ever before for a company or individual to start developing a brand via podcasts. There are a few possibilities for how a brand could be grown through this medium, but they require dedication and a great deal of patience.
The first, on the individual side, comes from the information about education. Podcast consumers are starting to become more and more like mainstream America, according to the study, so podcasts about very mundane or specialized topics could actually have an audience now. Shows about video games, movie reviews, or other aspects of pop culture could allow an individual to reach out to the market and gain a wider audience.
The biggest value for businesses is that podcasting allows them to reach out to consumers in a venue where they can’t easily grab their attention: the car. By creating a weekly or monthly show about topics of interest to their customer base, they’ll be able to expose consumers to their products while they’re just driving around. As long as the show is actually on a topic that the customers enjoy, this will be a great opportunity for businesses.
Most importantly, podcasting is a venue that’s constantly growing. The trend is rising upwards in every aspect, and individuals building themselves up or businesses growing their brands need to hop on the trend before the market is too flooded for them to gain ground.

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Are your customers loving your brand’s emails?

By: Hannah Foley
3 Keys To Ensuring Subscribers Love Your Emails
As marketers we spend significant resources creating compelling content, crafting beautiful emails and coming up with smart subject lines so our customers love receiving our emails. Right? Practice these three keys to retain and engage your subscribers with emails they love. Continue reading “Are your customers loving your brand’s emails?”

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Podcasting Panel Recap – Tips for Starting Your Podcast

By: Chelsea Cepicky
UMSL Business recently held a podcasting panel at the Charter Communications building in St. Louis. Panelists included a variety of St. Louis area podcasters with different backgrounds and areas of expertise. This provided guests with a variety of insight and points-of-view. The panel included the following;
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  • Vernon Ross (moderator) – Founder and CEO of Ross Public Relations and host of the Social Strategy Podcast
  • Jeff Julian – Chief Marketing Offier at AJi Software and host of The Midwest Marketing Show
  • Jade Harrell – Creator and executive producer of RareGem Productions
  • Caryn Tomer – member of the corporate marketing and communication team at Daugherty Business Solutions and co-host of Technically Speakingpodcast
  • Mich Hancock – Owner of 100th Monkey Media, host of MichMashpodcast and Executive Director of TEDxGatewayArch
  • Michael Green – Founder of People Behind the Science podcast

We spoke with the panelists after the event to find out some of their top podcasting advice. Here is what they recommended:
What are your top tips for a beginning podcaster?

  • Vernon – It’s key to know your topic well enough to be able to talk about it with a guest or on your own.  If you’re interviewing, you get an immediate bump in credibility with your audience and respect from your guest when you can have a conversation with them as a peer and not a fan. Knowing your topic well elevates the brand of your show.
  • Mich – Decide how to create your own unique presence in an area for which you have a ton of passion, otherwise it will feel like a chore.
  • Michael – Work on your listener persona or avatar – Who is the one “perfect” audience member you want to speak to? What’s the objective of your podcast and what metrics will you use to measure your progress/success?
  • Jade – Understand that this is a long-term commitment and that makes it a promise to your audience and community – be consistent and deliver.
  • Caryn – Make sure you are starting a podcast because you have something to say and want to serve an audience. If you’re just podcasting for the sake of podcasting, you probably won’t sustain it.

What are your favorite tools/equipment used for podcasting?
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  • Vernon – For podcaster getting started I recommend a Xoom H4N or a Xoom H5. More affordable models include the ATR2100 from Audio Technica. Lots of podcasters use this microphone because they’re cheap with a good sound.
  • Mich – Shock City, I prefer to just show up, interview and allow the experts to make it sound awesome, edit it and send along the final product.
  • Michael – I like learning about and trying the latest tech. My favorite piece of equipment for podcasting is the Heil PR-40 microphone.  It’s a bit pricey, but due to the way it’s engineered it can make an echoey, small room sound nearly as good as a professional recording studio when it comes to podcasting. Tweet me if you would like additional recommendations.
  • Jade – I recommend Adobe Audition.
  • Caryn – While you don’t have to spend a lot, a good mic can go a long way. We bought $100 Shure that work perfectly.

For those unable to make it live to the sold out event, a three part video series will be produced (thanks to Jeff Julian) and released shortly featuring the panelists.  Look for this coming soon. In the mean time you can follow each of these dynamic and engaging panelists on their Twitter as follows:
Vernon Ross – @RossPR
Mich Hancock – @mich_hancock
Jeff Julian – @jjulien 
Jade Harrell – @raregemonline 
Caryn Tomer – @CarynTomer 
Michael Green – @aMikeGreen 
If you’re interested in learning more about podcasting and starting your own podcast, check out our class, Podcasting: Why, How and When with Vernon Ross on November 12 from 9 a.m. – 5 p.m.
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UMSL PMBA Students Head to Cuba as a part of the Curriculum!

By: Kat Ridler
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Hakuna Matata is said by people in Kenya to mean “no worries.” Pura Vida is a common phrase said by the people of Costa Rica and means “pure life” or “this is life.” It is things like these that PMBA students are able to learn first hand while visiting another country.
The PMBA program is a 21-month program where students with a professional background can get their degree in a time schedule that works for the student. Students are in the same class or cohort through the program. All students go on an international trip together in their second year to learn about international business and culture.
Jan Carrell, PMBA coordinator, described the difference between the UMSL Masters of Business program versus the PMBA program, “The Professional MBA program requires three years of professional work experience, so the students generally are more mature and focused. The PMBA is a lock-step, cohort program, so the same group of students are enrolled in the same classes throughout the 21-month experience. This structure fosters a sense of camaraderie that is difficult to replicate in the FlexMBA program.”
IMG_0414The PMBA trips out of the country have only been around for three years. The first trip was to Germany and was organized by a University of Missouri- St. Louis professor Peter Falk. The second trip was to China, and the third to Costa Rica and Cuba. The next trip will be to Italy and take place in 2017. Students do not know where they will be going their second year when they first apply to the program.
For many students it was their first time out of the country. Traveling to Cuba was exceptionally unique since Cuba was not open to all travelers until March of this year, under President Barack Obama’s administration’s negotiations which started in December 2014. Previously there was a travel ban from the United States to Cuba unless for educational purposes. Jackie Schlarman, PMBA student, said, “Cuba is our neighbor and it had been closed off for so long. To have this opportunity to see this place before it opened to the rest of the United States was really special.”
Darryl Curry, PMBA student, said, “Not only was it fascinating to learn about Cuba from a cultural perspective, but I was also learning about Cuba from a business perspective. The whole point of this journey was to help us learn more about business and international business in particular.”
IMG_0509There were several places that the group visited while in Cuba and Costa Rica. From cemeteries to fortresses, to coffee plantations, the group was amazed at all they got to learn about. Timothy Burgess, PMBA student, said, “In Cuba we actually visited Ernest Hemingway’s mansion. It was originally preserved with everything that he left it in the 50s. It was really cool.”
If you are interested in learning more about the PMBA program at UMSL, check out mba.umsl.edu or email Jan Carrell at carrellj@umsl.edu for more information.

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MDMC 16 Speaker Named Brand Innovators 40 Under 40

We would like to extend a congratulations to our MCMC 16 speaker, Veena Ramesh who was named a Brand Innovators 40 Under 40. Veena is the Digital Lead of Global Digital Strategy and Beauty at Johnson & Johnson.
VeenaVeena has a deep understanding of global consumer behavior as she has lived and worked across Asia, the Middle East and the US. Prior to moving into the global role – She increased the Digital IQ, set processes and implemented a hub and spoke model of managing Digital, across the six ASEAN countries, within J&J. Veena also co-created the Advanced Web Analytics program at NYU. Veena graduated from the National University of Singapore with a B.B.A (Finance) and NYU with a M.S. in Integrated Marketing.
Veena’s 4 Trends to Watch For:
1. Attracting Digital Talent – You cannot escape the topic of how to hire and retain digital talent in any forum. This will continue to be a hot topic. Companies should stop hiring based on the same yard stick that they use to hire a traditional marketer. You need to woo and have strategies to retain “t-shape” leaders with vertical digital depth but ability to navigate across the organization. You might need to search for this talent in unconventional ways.
2. Every marketer needs to be a Digital Marketer – Companies are now starting to put traditional marketers through Digital Bootcamps- Rutgers and GA run some good corporate programs. But that is not enough. The only way to learn is by doing. Marketers need to get their training wheels off and be able to plan and execute campaigns that include digital.
3. Role of a Digital Agency – We are seeing an explosion of content providers and low cost production houses flood the market. In this landscape the digital agencies have to step up and play a more elevated role in stewardship of the brand, creating multi-dimensional ideas and providing measurable ROI.
4. Social at the Core organizations – You will attract digital talent only if your employees know how to navigate the social space. Do you have 30s-1min video that outlines the day in a life? Do all your employees engage in the campaigns that you launch? Every company needs to honestly ask themselves how they are perceived by potential candidates.
This article was originally posted on Brand Innovators 40 Under 40

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The Top 3 Things I Learned from Volunteering @ #MDMC16

By: Amy Cabanas
FishbowlThe Mid-West Digital Marketing Conference this year allowed me the ability to introduce myself to such a wide array of diverse potential employers, colleagues, and marketing professionals that I can honestly say it was nothing short of a networking extravaganza!
1. “Treat every networking event like it is your own personal party and you’re trying to be a good host. Walk up to people and make sure they have everything they need and ask if they are having a good time. My mentor Matt Coble, CEO of G Inc., a who was also on the planning committee, spoke to us regarding this tactic in our pre show training meeting. This works, I used this tip throughout my day volunteering at registration. As things slowed with registration, as the day wore on, while walking tech ally I was able to approach many people with that tip in mind, which resulted in new contacts.
2. “Trust your instincts,” is another rule of thumb when preparing for your volunteering position at a conference this size. I was able to maneuver my way through many situations that transpired without having to bother my lead and/or Perry and Cara. I think we all as humans second guess ourselves, but 9 times out of 10, you can handle it, so go for it.
3. I recently was lucky enough to sit in on a marketing presentation where I learned that “it is less important about who you know, and more important about who knows you?” Naretha Hopson, CEO of Ever-Appropriate Etiquette Institute, also mentioned that your concerns should lie in what people are saying about you when you leave the room and/or conversation. So make sure you present yourself well and when you leave have the same in mind.
So needless to say, I had a blast being a volunteer this year for #MDMC16. I not only learned a great deal but I made new contacts, built new relationships and fostered current friendships. This being my last semester as an undergrad business/marketing student I am happy that I signed up for, not only the UMSL Digital Lab, but volunteered for the conference. I would highly recommendation the experience to anyone interested!
chase&amy

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#MDMC16 Recap: An UMSL Student’s Perspective

By: Kathrin Hanke
Together with over 1300 other people I attended the Midwest’s largest digital and social media marketing event – #MDMC16! It was held on April 21st at historic St. Louis Union Station.
After picking up my badge and swag bag I made my way through the exhibitor booths and tech alley to Dan the Pancake Man. Being amazed by his skills and creativity I wandered off to meet some of the startups and sponsors, and it was then when I saw all these tiny gold fish in their bowl. What great branding!? #MDMC16 could not have made it better – and the best part, you were able to adopt Louie, Ted and all the other little fish.
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The day was kicked off by keynote speaker Travis Sheridan and then followed by the first round of breakout sessions. In addition to the three keynotes, there were 40 different sessions throughout the day, split up in seven rounds, each having five to six sessions running concurrently. The big question was: Which sessions do I attend? Making a decision was definitely not easy since there were so many great speakers and topics! Eventually I attended seven breakout sessions and made some notes for everybody who was not able to attend them. Check out my three biggest takeaways below:
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#1: “Livestreaming grows at the know- like- trust factor exponentially faster than any other social media platform out there.” – Bonnie Frank, Live Stream Broadcaster
Bonnie Frank believes that Livestreaming absolutely changed the Face of Communication, especially the conversation on Social Media. As a matter of fact, if you are broadcasting with Periscope it will appear in your Twitter – Twitter bought Periscope about five days after launch. Frank also mentions Facebook Live, which allows you to directly live stream to Facebook. FYI: #MDMC16 live streamed parts of the conference on both of these channels. What a great way to engage with the audience outside Union Station, which for whatever reason could not make it to #MDMC16! Frank then shared some advice with her audience: “You gotta know what you are saying you know!” and explains that you have to gain you audience’s trust. She herself just talks about four things on a daily basis and is able to answer every question the audience might have – the key to gain an incredibly exposure without paying a penny.
#2: Creating relevant content is key to success.
We all have heard it a hundred times: You have to create content that is relevant to your audience. Once you have your content you have to make sure that you push it out on the right channels at the right time. But how? Todd Budin from Nielsen shared some tips on how to create memorable ads and how to be successful with your digital advertising.
Memorable Ads:
1. Tell as simple story
2. Use relatable characters and contexts
3. Show identifiable situations with a unique twist
4. Utilize strong imagery
5. Engage emotions
Digital Best Practices:
1. Maintain campaign/brand consistency
2. Align metrics across channels
3. Understand optimal frequency
#3: “Pinterest is not a social network, it’s a catalog of ideas.” – Raashi Bhalla, Pinterest
Raashi Bhalla introduced her audience to the “Art and Science of Using Pinterest” by explaining that Pinterest is THE place to go to when looking for ideas, inspirations and solutions. Pins showcase products with additional advice on how to use or make them. A detailed description or instruction would complete a Pin. She also advises to use text overlays in order to make the picture identifiable. Users are able to create lists and pin their favorites for later use – this allows Pinterest to target at key moments, regarding to life stage, interests and search inquiries. She also says that you don’t need to use Hashtags in your Pins because Pinterest’s “discovery engine” is already so advanced that it will identify and then categorize, as well as associate the Pin with related terms. Nor should you use Hashtags in your Pins because Pinterest might identify Pins with too many Hashtags as spam!
kh3The Midwest Digital Marketing Conference was a great event that had a lot to offer. Besides all the amazing speakers, 12 Arch Grants startups showcased their innovations and business ideas and competed for a $1,000 prize. At the end of the day Swizzle was the winner – a tech startup that does everything from influencer marketing research to app development. Congratulations!
Make sure to sign up for updates all things #MDMC so you won’t miss the even bigger #MDMC17!