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Beetle Moment Marketing Podcast
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Beetle Moment Marketing Podcast

Author: Emily Binder

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Insights on the latest in marketing and voice technology with Emily Binder. Listen to grow your brand or your brain. Answering to no one, always raw. Start the clock on your beetle moment... now!
55 Episodes
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Guest: Amy HooverShow notes coming soon
Topics:Whether should brands create their own mini voice assistants like Beeb - which kind of brands should consider this? Katherine explainsThe newly announced Interoperability Initiative will strive to ensure that voice activated devices will work with multiple digital assistants like Alexa and Siri at the same time.The two camps regarding what the voice-first future holds:A) People will mainly interact with just one assistant (see Adam Cheyer, co-founder of Siri Inc.)B) We will all use multiple voice assistantsC) A middle ground of master and mini assistants - Dave explains how Alexa could launch Beeb (BBC's assistant) or Spot (Spotify's assistant) - and Beeb would be the master of that smaller domain / use case, making a better overall experienceAlexa eventually functioning as an App Store - but for voicePlus, how devices like Echo Buds and Echo Frames fit in to a world of mini voice assistantsWhat is the potential of Echo Buds to allow us to access web content we have never thought of as audio enabled? Echo Frames could be quite powerful to usher us into a world where the input is pure voice but the output/response is multimodal (visual and audio) - Katherine makes a great point hereGuests:Dave Kemp, Business Development Manager at Oaktree Products, Inc.FuturEar.co@Oaktree_DaveKatherine Prescott, Founder & Editor at VoiceBrew@kbprescott1-click subscribe to this podcast anywhere
If a brand plays too much in the reptilian brain, preying on FOMO or jealousy, they won’t create longterm fans or customers. Brian Roemmele explains what brands need to do to build longterm successful customer relationships. Every brand has an emotional connection to the people who use their products. But some covet it better than others. Brian and I discussed brand narratives and personas, touching on archetypes and even the neurochemistry of purchases and loyalty. My favorite part of the conversation is when Brian explained why the female voice is hardcoded by our evolution to be perceived as authoritative. So for everyone wondering if voice assistants being female is a bad thing, Brian will probably change your mind.Brian’s theory:All products, companies, and brands are a relationship with their consumerThey have defining points as any human relationship doesTimestamps coming soon
Guest: Brian Roemmele, "The Oracle of Voice"Echo Buds, Echo Frames, Echo Loop, and more brand new products announced last week will take Alexa to new fields: what does this mean? Brian Roemmele is known as the Oracle of Voice for a reason. Over decades he has predicted so many things that came true. The brilliance of these new products like Echo Loop is about getting Amazon into the castle without fighting for spaces that are already occupied, like the wrist or the pocket.A big theme of this episode is getting out of the weeds of the technical features like the carburetor or the exact RAM, and instead looking at better ways to get work done. Bigger picture. We are looking at the beginnings of new use cases in brand new paradigms. When you paradigm shift, the canvas is blank, and that’s where we are with voice.This is Part 1 - tune back in next week to hear more! Subscribe free in your favorite podcast app so you don’t miss it: bit.ly/playbeetleRead more: Amazon Devices Event, September 2019Timestamps and topics:Timestamps and topics:04:00 Amazon’s patents telegraph the future04:50 Amazon did not dominate in smartphone, obviously (Fire Phone failed - and at the time in 2014, people overlooked the first generation Amazon Echo)05:50 Smartphone is an old modality06:10 iPhone is the iconic smartphone06:30 What is the strategy to get into the castle? Content and shopping, largest merchant on planet07:10 Amazon is a retailer not a technology company - this is why Amazon created the voice first experience firstAmazon does not pretend ot be a tech company, they’re a company that produces technology07:50 They don’t have mindshare yet, and that is key07:55 What happens with content and mindshare? How does content creation play in?08:30 Amazon is not going after the smartphone or smart watch (not after the wrist or the pocket09:10 Products that define new categories must be loved and hated09:30 “Talk to the hand” back in vernacular with Echo Loop10:30 Tech companies don’t consider anthropological and sociological impact of products11:10 We ask“can we?” too often and don’t ask “Should we?” enough11:45 Brian’s thesis: Hyper Local11:55 Echo Loop (a ring) is not always on, it has a button. It draws you into the Alexa ecosystem without taking away from Apple AirPods - and that is brilliant13:20 Future of the voice assistant that you talk to like a significant other13:30 Done thumb clawing at screen - that is the future13:50 Echo Frames and Echo Loop are early versions of the ubiquitous voice future14:20 Near field computing, mid-field, and far-field (open room) - Amazon’s secret weapon over the castle wall was to get in the home (with Echo in 2014) - which became the fastest adopted consumer technology in history15:10 The tech leap happened organically with consumers from kitchen to living room - Amazon is doing the same strategy again to get people to adopt this in the near field15:50 People mocked the iPad (menstrual pad?) and look what happened - these products have to be hated or mocked16:30 iPhone was laughed at because it didn’t have a keyboard. What is past is prologue. We always see the future through the glasses of right nowand the past - always view the future through the rearview mirror: 16:40 We defined the new in the words of the old, e.g.: the horseless carriage, flameless candle, talking pictures.17:50 Most voice first experts have nothing to do with the technology world, which irritates folks in tech18:45 Computing is not what it was for the last sixty years, and it will not continue to be what is has been the last twenty - think about this for typing and interacting18:55 Technology gets bigger and bigger until it disappears (e.g. you don’t talk about your carburetor, you just buy a car that works or Jobs saying RAM doesn’t matter, you will only care what the computer does or accomplishes)21:35 There are no killer applications for voice. “Apps?” That’s 2D.21:55 So what are people really looking for with voice?22:30 "The idea of the app is already gone.”- Brian23:40 The intimate relationship that technology can and will spawn is the killer app. We can’t see that world clearly yet24:50 We’re not battling on the grounds defined by prior technologies25:10 We’ve only seen 4 of the 175 modalities that voice first works in25:50 Amazon’s brilliance is great utility to an existing ecosystem (Alexa)25:00 Amazon doesn’t expect Echo Buds to replace Apple AirPods27:20 Echo Buds isolate noise and incorporate multiple VAs like Google and Siri27:30 AirPods are a cultural phenomenon about fashion as much as sound- that is why they won’t be easily replaced by Echo Buds28:05 Brand signaling with AirPods, or whatever product comes next- that is human28:30 Loop and Frames are wise moves29:10 AOL move to open AOL Mail to internet mail is similar to Buds move to open to other VAs29:40 Amazon subsidies for Buds and Amazon Music. Music is a commodity - supplier does not matter.30:10 When you stream music, that streaming service makes almost nothing (e.g. Apple, Google, Spotify) - loss leader. The strategy is about attention, narrative, communication with the customer.30:50 See: Prime. Brilliant. Long term relationship.
Guest: Bob Stolzberg, Founder of Voice XPConsider what Amazon might not realize: that brands can use voice as a marketing channel to sell directly to consumers - through Alexa and not with sales going through amazon.com. Think about it.Bob Stolzberg and Emily Binder dug into a great question about where e-commerce is headed: will brands be able to stand as independent ecommerce channels even while reaching customers through Alexa? Will brands really matter in an increasingly AI assisted future? What can brands do today to improve customer experiences for shopping and getting information? Also: how voice will impact the future of advertising. Plus, you'll find out how you can create a custom skill which lets your customers request a call-back from you through Alexa.voicexp.com1-click subscribe to this podcast anywhere
Guest: Dani Fava, Director, Institutional Innovation, TD Ameritrade. Voice technology is a powerful medium for a relationship-centric business like wealth management. In fact, one of the Flash Briefings that Dani Fava launched, TD Ameritrade for Advisors, just won the Custodians: Thought Leadership category of the 2019 Wealth Management Industry Awards. Hear about Dani's experience launching Alexa Flash Briefing skills for TD Ameritrade. With apps across voice assistants like Alexa and Google on both on the institutional and brokerage (retail) sides of their business, TD Ameritrade is a leader in voice for the banking category. And as Director of Innovation, Dani is leading that charge!Plus Dani shared one financial advisor’s emotionally moving story about how the TD Ameritrade Alexa skill empowered a longtime client to once again feel control over her finances through voice.Full show notes coming soon!
Guest: Dave Isbitski, Chief Evangelist, Amazon Alexa. We discussed Alexa Flash Briefing and the future of AI and how it will teach us about ourselves. The killer app is the connection. Part 2 of 2.Click here for Part 1We also answered a top question among marketers: how do you overcome discoverability challenges with early voice to get your Alexa skill found? Friendly reminder: please mute your Alexa device before listening.1-Click listen in your favorite podcast appSHOW NOTES:1:05 Flash Briefing - a consistent way to engage your customers. Beats a silly CEO email no one opens. This is a better company update.2:00"I want to engage and connect on a human level”Cross modalities to drive enagements2:45 Teri Fisher podcast: using SEO to share and promote all his Flash Briefings. Put all the briefings onto a blog. This is how to harness Flash Briefing across modalities and web as well as helping your SEO. 3:20 You offer customers value. You must give. Pippa is a good tool to get your briefings embedded into your site with a simple widget which is also search-friendly (thanks for sponsoring our show, Pippa!)4:00 What do you see coming down the pike as far as interaction within Flash Briefing? How do we move from passive to interactive, if we do at all - in voice experiences?4:30 Dave: I’m a product person. I love consumer devices. I feel strongly that you want someone to get a new idea or understand how something will work, it must be a physical product. That was Echo. People want devices that work with Alexa. That customer sentiment has evolved - the future will be similar. 7:50 Alexa Conversations8:00 The future of voice8:20 We as humans don't think in terms of TASKS but in terms of scenarios, ideas, and things we want to get done (REmars example)9:35 Burn ur current ideas down. AI will help. Existentialism. 11:00 There is no killer voice app. The killer thing is the relationship and context with AI. Like a long friendship - it’s not any one aspect that makes it meaningful, it’s the entire relationship. Listen anywhere: Subscribe free to this podcast
Dave Isbitski, Chief Evangelist, Amazon Alexa, on the power of Alexa for marketing, part 1 of 2.Dave and Emily talked about why voice is a departure from previous technology (leaving Tap, Type, & Swipe - entering Voice First) and how you can harness Alexa to learn more about your customers. Plus: how you can use voice as the ultimate frictionless up-sell. Full show notes and web player hereWe also answered a top question among marketers: how do you overcome discoverability challenges with early voice to get your Alexa skill found? Friendly reminder: please mute your Alexa device before listening.1-Click listen in your favorite podcast appSHOW NOTES:2:05: Dave has worked in web and mobile for decades: what is different about voice?3:40- “Voice cuts across all industries. From finance to CPG…” You’ll see people talking about voice in finance, then doctors and healthcare professionals about what does voice mean for patient care? And you’ll see others ask what does it mean for shopping and pay? Brand ask what it means for them and customer?3:32 “Every technology I’ve ever talked about has always had training, we had to teach customers how to do this first before they can tell us what they want.” - DaveDave Isbitksi, Chief Evangelist, Alexa - Amazon4:00 There is no learning curve with voice: it’s natural for everyone to speak5:54 Inclusivity:It’s not about how well you can code, it’s about how well you can converse (Dave mentioned this in his keynote at VOICE Summit 2019)7:10 The marketer’s bottleneck with IT - this is less a problem with voice (Emily)7:50 Ruder Finn / PR Week event where Dave made a point about organizational education about voice - how it’s not really new but is easier:8:30 “There must be a doc somewhere in your organization that can help you with voice” - a group is still responsible for teaching new tech (like with cloud) but getting people up to speed now is much easier9:40 Alexa can learn easily - these are just restful web services passing JSON across SSL request - which we are already doing on mobile. It calls the same API. The magic is that Alexa is taking normal human language and figuring out which function to call, vs you hitting a button or tapping a screen to trigger that call.10:25 Alexa stands on the shoulders of all the tech waves that came before11:00 Let's have a discussion about your customer who engages not in a silo but on phones, tablets, social, and other on-ramps11:10 Alexa Skills Kit enables you to teach Alexa how to have a conversation about things. “Set up parameters of a conversation our customers have with us.”11:45 Alexa Voice Service is why you see Alexa in cars, radio services, Windows desktop, and other mobile devices12:30 Upsell- with voice, this is the moment where your customer essentially already has their money out (movie theatre popcorn and Coke analogy). They’re already logged in. Brands can use their own POS like Domino’s does, or Amazon Pay - so it’s just very simple and natural in the moment to get an additional sale13:00 The real difference with voice is being in the moment. We process sounds differently than other senses - it is in real time14:00 Carl Jung reference - the subconscious collects 11 million but we can only process about 40 things in our conscious despite thousands of inputs coming into our brains at all times16:00 Four years ago, Dave said "Get in early now to figure out what people are asking or saying"16:42 Discoverability: how can marketers get their Alexa skills found?17:00 When you first launched your brand's mobile app what did you do, just submit it to the App Store or Google Play? No! Let customers know it's there and why it's faster or better.17:20 Banking app example - when it went mobile customers would choose that bank for its ease of use17:50 MyFitnessPal Alexa skill - track calories by voice (Dave found out about it through another marketing message on the mobile app)18:40 Remember that customers are multimodal - silo launches don’t work19:00 If you already know the top three things your customers do on your mobile app (via analytics), those are your three functionalities to start with in voice20:00 Reviews - flywheel of customer feedback on Alexa skills for usability studiesListen anywhere: Subscribe free to this podcast
Schools are more likely to teach you "Hot Cross Buns" on the recorder than what Roth IRA is. With one in five students lacking basic financial literacy skills, it is clear that current methods aren’t working. Xipi CEO Christine Concepcion and her co-founders teamed up to create a better way to educate people about their finances. Christine experienced poverty at a young age and realized that education was the way out. She attended Columbia for undergrad then for business school, having graduated this past May.Xipi will provide micro-lessons in five minutes or less to teach financial concepts through reading, video, or other forms of content - a voice component is coming soonBeta launch in November 201906:00 Gamification is a big partAccessible language06:25 People with low levels of financial literacy rely on friends, parents, or friends to learn about money06:40 40% of Americans do not have $400 on hand for an emergency expense. They often rely on payday loans to cover costs, which puts them in an even more grave situation with extremely high interest rates.07:30 You see friends living their best life on Instagram but probably don't realize that 70% of young adults (people under 30) are receiving financial aid from their parentsConnect with Christine Concepcion and Xipi:Instagram: @GetXipiXipi Team: https://getxipi.com/teamOur VoiceFirst Sponsor!With Trinity Audio, publishers and bloggers can turn their readers into listeners by turning their written content into lifelike speech. All it takes is a short snippet of code to audio-fy your website. Get started for free at trinityaudio.ai
Guest: Corina Frankie, CEO & Founder of Brand Besties, Certified NLP PractitionerNeuro-Linguistic Programming and Voice Marketing, Communication, and LanguageClick here to play this podcast in your favorite appShow notes:02:25 “NLP (Neuro-Linguistic Programming) is collection of practical techniques, skills, and strategies that lead to excellence.” -CorinaNLP helps businesses align their values and organization to build rapport with clients and staff and better understand needs and motivations of their customers03:45 Effective questions lead someone to the answer they may already have04:10 Language matters - how we communicate and interact with ourselves and others04:30 NLP helps us understand how the brain works: how do we process information on the inside that comes to us from outside events or experiences? The internal representations we make about an outside event are not the event itself.05:00 What does it mean if your boss gives you more work than your coworkers? The internal representation (processing) is not necessarily the reality of the event.06:00 How do we create the thinking we have? Where are customers, clients, and staff coming from in specific situations?06:20 How do we get someone to want to buy something?06:40 Everyone has a pain or need. A business tries to solve it. But everyone sees their pain differently.07:00 Car buying example: do you see, hear, or learn about the car by grasping it?07:20 Visual, auditory, or kinesthetic apply to a buying decision - are you applying these across messaging to align with your customer?08:00 Mismatch of enthusiasm and energy (current model of someone’s world) is jarring and can ruin a sale or negotiation08:40 We are hardwired to mirror each other - this helps10:00 With Alexa skills or Google actions and other voice apps brands need a consistent, holistic sonic identity to match the rest of their positioning11:00 NLP 4-Mat System: The basic premise of the 4-Mat system is that we all have different learning styles. Some people are motivated by Why? questions. They want to know why they are listening to this talk. Others by What? questions; they want information…and probably lots of it! The How? people want to get on and do an exercise, get their hands on it and try it. Then there are the What if? people who want to know how this material applies to their life, workplace or environment.12:10 The Charisma Pattern plays on kinesthetic, visual, and auditory pattern) - with a voice skill, how do you create a feeling or experience with the way you speak?13:20 Corina demonstrates slowing down and dropping her voice- like the recommendation for the late night FM radio DJ voice from Never Split the Difference by Chris Voss (highly recommend this book! Click here to order on Amazon.)14:02 People will tell you their primary representational system if you just listen to their language - pay attention to predicates and verbs people use14:45-16:04 Corina asks clients their vision for an experience she will create with Brand Besties - she listens for their predicates to find out if they are visual or kinesthetic so she can close the sale by speaking their language, e.g. “Picture this…” vs “How does this feel?…”16:20 Feeling predicatesConnect with Corina Frankie:Brand Besties - Event Staffing and Promotional Modeling AgencyNLP - email corina (at) corinafrankie (dot) comOur VoiceFirst Sponsor!With Trinity Audio, publishers and bloggers can turn their readers into listeners by turning their written content into lifelike speech. All it takes is a short snippet of code to audiofy your website. Get started for free at trinityaudio.ai
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