Social Media and Analytics with Doug Schumacher The Tradeoff of Convenience for Privacy with Doug Schumacher
TMI with Kevin Ryan
Doug Schumacher joins the show today to talk with us about the present and future of speech and voice recognition, Facebook as the new MySpace, and exactly what Facebook is apologizing for today as opposed to yesterday. He also discusses where the voice space is being used correctly and where the strategy falls short. Doug is in a unique position not only from the perspective of a marketer but someone accumulating marketing information from working social media channels. Takeaways: [3:30] Friendship doesn’t count unless it’s on Facebook, right? Doug and Kevin are celebrating their 10th Friendaversary, through being pals on Facebook only before linking up in the human realm. [5:54] As of December 14, today’s Facebook apology was a bug that may have exposed photos of 6.8 million people. Doug explains that people have had a good tolerance for privacy violations in the past, but he feels it would be the one he would miss the least of The Big Four (Google, Apple, Facebook, and Amazon). [13:46] It’s one thing for a user to understand that in using a site or network, they are giving some access to their information to marketers. It’s another for the site completely to breach privacy wishes when users intentionally decide to not share photos or data that ends up getting shared. [16:02] It’s very rare that it’s one thing that happens in a network’s “slow death.” It happens over time, with one of the standing concerns is the Groups feature being tarnished, as many name Groups as one of the last standing features they still find useful and worthwhile on Facebook. [22:01] It varies from network to network, but community size, fan growth rate, activity levels, posting volumes, engagement volumes are the major KPIs people are looking at. Beyond that, content analysis can tell us why specific things are happening and what types of content people are engaging with. [26:07] To Doug, social media is just one simple easy place to follow what a brand is doing, and to also stay on top of the latest in your competitor’s world. [30:02] The voice space is growing quickly, with a user base of 50 to 60 million users so far in the U.S. alone. [32:35] In Google search, while people tend to use short, succinct phrases, they tend to ramble in Voice search. This shows not only the difference in the way people interface but the need for Voice to work in different parameters. [33:41] The big complaint in Voice now is not being understood or heard correctly. [45:09] The common tasks that people find helpful and effective for Voice are to play music, set timers, and go to hands-free in the kitchen. In some ways, it’s introducing people to consuming new content and communication in a convenient way. Quotes: ● “Are people becoming numb to these data breaches?” ● “Every time I log onto Facebook lately it feels more and more like MySpace circa 2006.” ● “I don’t share nearly as much as I used to on Facebook. There are a whole bunch of other ways to get hopped up on dopamine.” ● “There’s a certain type of industry literacy that goes along with knowing what your competitors are doing.” ● “Every major brand is going to want to have some presence in the Voice web.” Mentioned in This Episode: “John Oliver Flushes Facebook Down the Toilet with a New Fake Ad” “Facebook’s Cambridge Analytica Controversy Could Be Big Trouble for the Social Network Network. Here’s What to Know” Brainchild VoiceMarketing Podcast Homie & Lexy Podcast Doug on LinkedIn Zuum
Doug Schumacher Founder of Arrovox and the Voice Marketing Podcast - Voicebot Podcast Ep 63
The Voicebot Podcast
Doug Schumacher is likely known to Voicebot listeners as either the host of the VoiceMarketing Podcast or creator of the satirical Homie & Lexy Podcast. He is the founder of Arrovox, a digital creative firm with a speciality that includes voice and marketing. During his career he has worked with clients ranging from Sony Pictures and EA Games to Pepsi and Mattel. Doug started his career as a writer at DDB Needham, TBWA/Chiat/Day and BBDO. He is a graduate of the University of Illinois. We discuss his early career learning the Attention, Interest, Desire and Action (AIDA) framework, how to write ad copy and his work in radio, digital and social media advertising. It's Advertising Week and what better time to talk about voice marketing.
Voice Technology Marketing with Doug Schumacher #23
Voice in Canada Podcast
In this episode, Teri welcomes Doug Schumacher, Co-founder, Content Strategist, and Advertising Creative Director at Zuum, and Writer and Producer of the podcast, Homie & Lexy, to talk about marketing trends in the voice-first technology world.Welcome Doug Schumacher!Doug Schumacher is a marketing guru. He has extensive experience in radio, advertising copy-writing, new media marketing, and is a leader in voice-first technology marketing strategies. He comes on the show today to discuss the future of marketing for voice, and using voice for marketing.We covered a lot of ground in this interview, and below you’ll find a summary of the key take-home messages.How to Market A Voice-First ProductStart by identifying your target audience and the competitive landscapeDetermine your product’s/service’s distinct advantagesConsider creating broad, high-level branding messages on multiple channels (i.e. podcasts, flash briefings, voice skills, etc.)In the new market of voice-first technologies, there are some specific challenges that must be considered:Discoverability – how will your product be discovered?Location – Where will the product/device be located? (i.e. home, mobile, car?)Timing – When is the best time to target your audience? (e.g. when people are in their kitchen in the evening, preparing dinner?)Call to Action – As voice tends to be a linear 1-dimensional experience, without easy access to a website, where will you direct your customers/clients?How to Use Voice First Technology for MarketingStart with a simple voice strategy, a voice experience that is essentially a minimum viable productThe key is to actually take action and enter the voice-first space nowVoice-first marketing offers an opportunity for brands to personalized themselves so clients and customers can engage with the organization in a more intimate wayFlash briefings are prime real estate, equivalent to the front page of googleThe end of flash briefings are excellent “locations” to promote specific skills, making for a more streamlined approach to discoverability.Differences in Voice First Marketing compared to other MediumsVoice-first technology is a very fluid, natural interfaceInvoking a voice app is very simple, and allows for a more streamlined experience (compared to finding a podcast on a phone app, for example)With voice-first technology marketing materials, you are not confined to a specific time slot or time frame (compared to a specified 30 second radio commercial, for example)Social Media and Voice First TechnologyVoice-first technology is the “anti-social” media, as there are NOT a million people talking at once!Currently, it’s not easy to share voice skillsThis will likely change over timeHomie & Lexy Podcast/SkillPractising what he preaches, Doug has created a tremendously funny and entertaining podcast, Homie & Lexy.Homie & Lexy is a podcast that documents the adventures of 2 AI voicebots, Google Home (AKA Homie) and Amazon Alexa (AKA Lexy) residing in the same house. When their owners step out, the voicebots discuss the perplexing human world around them.We are very fortunate to have Lexy making her debut live appearance on this episode of Alexa in Canada! Make sure to listen to her interview and found out what Lexy really thinks about being an AI voicebot!List of resources mentioned in this episode:Doug Schumacher on TwitterDougSchumacher.comHomie & LexyHow to Create a Flash BriefingVoice in Canada: The Flash BriefingTeri Fisher on TwitterAlexa in Canada on TwitterPlease leave a review on iTunesShopping on Amazon.ca See acast.com/privacy for privacy and opt-out information.