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Nov. 26, 2018

134: It’s Time to Bring Content, Organic Social and Performance Marketing Teams Together [Falcon.io Interview]

134: It’s Time to Bring Content, Organic Social and Performance Marketing Teams Together [Falcon.io Interview]

I recently keynoted social media enterprise platform company Falcon.io's Spark conference in Copenhagen, Denmark on the topic of influencer marketing. I had a chance to meet with their founder and CEO, Ulrik Bo Larsen, at the event and get his perspective on all things social media marketing. Listen in for his advice.


spk_0:   0:00
What's up, Les? Go! Welcome to the Maximize your social podcast. Follow me. Discover the latest social media marketing techniques from the world's leading experts from top to bottom, this is the podcast where business professionals come together to master social media without all the confusing mumbo jumbo with no further ado. Turn it out. Here's your host, the one and only Neil Shaper. Everybody, this is Neil Schaefer. Welcome to another exciting episode of Maximize your Social as I like to do when I travel. This recording is gonna come from the road specifically here in an old train or bus station or a maintenance facility for train maintenance facility. A train maintenance facility of all places in Copenhagen, Denmark. Hey, Hey, As they say here, Hello? Hello. And I am joined today. I'm actually here to speak at the Spark Marketing and Social Media Marketing Conference. Been an amazing day. Well, hundreds, if not thousands of European marketers here to to join in the festivities. And I'm here this conference being run by the folks at Falcon. Now, if you are in the United States, you probably think about hoot suite. If you're in Europe, you think about Falcon. That is how large of a social media. I don't want to say dashboard because they have so much functionality. And I've been really impressed by how innovative their tool is. And I'm here with their CEO. Orrick, Bo Larsen, Orrick. Welcome to maximize your social.

spk_1:   1:24
Thanks, Neil. It's it's great to have you here. Thanks for coming to the event. And it's great to have you on and really like what you're speaking about. So thank you,

spk_0:   1:34
Thank you. It's been an honor. And I enjoyed what you were speaking about. For some of you that know, I used to have a conference call, the Social Tool Summit. And maybe a lot of you have invested money in a tool and then a year to date, or you find out that the two it really hasn't changed. But social media has changed and Falcon really representing extremely innovative company, never sitting still, and Ulrich gave inspiring presentation on that moving forward with their customers as they move forward. And in fact, I was talking about sort of throwing away organic social, throwing away your own content on working with influencers, the topic of the business of influence for those who follow me. But today's podcast, Not about me. It's about orchids, All falcon. And it's about really understanding, because Falcon works with so many brands here of the unique I P that the folks have talking about or cows in developing and innovating with this tool. Orrick. I don't want to date this podcast, so I'd like to provide Continents Evergreen. So what are? Let's start with what are these successful things you see Brand's doing in social and in Digital these days? And I know you're probably always focusing on the problems, but let's for celebrate the successes. Yes, so

spk_1:   2:40
I think what what a lot of folks have realized. And I think, what would we have had? A front row, seat to kind of witness is that a lot of these love these great things that people want to achieve on these channels, which is often starts with a marketing message? You wanna one against the message out. You want to set a specific product, you wanna create a rare nous around a brand. A lot of those things are especially in out saying mid market and some of the more innovative enterprise Cos people are starting to realize that a lot of those things are very intertwined. So you don't say you put out A He's a content or part of a campaign. And the message, What? What really has happened, which really was what started happening on Social West, that those nice, finally chewed marketing events would have somebody barf on them by way of your customer service of end or something that happened in public that people like and what I what I think what we've had a front row seat to is the development where that be silo ing had to happen because of the change consumer behavior. And it's been a thing that we've been very vocal about. We build a tool platform that's really broad in the sense that it really wants to a compass, a bunch of different use cases on quite a few different channels, so really kind of unifying as we like to say. The frak mending challenges across both fragment of channels and silo silos with the organization is what we've. We've seen. A lot of companies move in that direction, and I think while that's not a specific shiny example per se, I think it's a very big seismic shift, and I think it's kind of interesting that what ended up decide lowing certain organizations wasn't you know, Accenture talking about it, for They started talking about 20 years ago. Nothing happened. And because of consumer behavior and these specific channels, it started happening. I think we've had a front row seat.

spk_0:   4:36
That's awesome. Way talk about even some of the titles of people in your company. Customer success, customer experience, marketing Is that marketing? Is it customer support? It really

spk_1:   4:46
is a very specific story there. Where actually are Gillian, who co hosts one of the team members here, here, here. The event is our customer experience the P. And she actually ran marketing and what what we realised. Waas well, core. Our message in marketing should be the customer story. It should be examples of what we're doing and who better to leave? It's a great executive, but who better to leave that? That somebody who has really understands that kind of kind? Tyler's two things together. So at the moment, way don't have VP marketing, have vpc X and demand Jenna's two separate things on dhe, and that's because of that dynamic that we're really trying to live and breathe ourselves.

spk_0:   5:30
Give a shout out to my friend Dan Guinness, and I'll have to recommend the book to you because he writes about social customer care and social customer experience. And he's been talking about this very same thing for the last a year or two, so that's great to hear. So what about I don't want to see the failures, but the areas where you find brands can there's a gap there. There's more than they should be doing the greatest room for improvement. Where would you say those general areas

spk_1:   5:56
are? You think that's really, I think, in a broad sense, running things on autopilot. So you know, doing the same things you did two years ago and not kind of racing right side and seeing that the landscape changed and I think that has a number of different is enough number. Different permutations of that one is just, you know, planning out stale content. And that's what are the things that our customers success. Folks, you know, re actually monitors specifically constant performance off brands that we work with, and the strategist and customs of customers we have will engage in a conversation around the quality of the even if the content and off the reach and cadence and and whether or not using ad spending the right ways. I think we've been thinking a lot about it. We also announce to you today in the event we're really trying to do, you know, really try to help. I think a big phenomenon that that's happening right now, which is that asked as a gannet reached, has declined. Folks that would normally put out content in a certain cadence and get get a certain amount of reach pending on how the rest of that they're still really, really adapted. The best folks to really man and operate those channels stands a tone of voice. They know how to finger in their feet and do great content that's even hyper topical and all those things that we only say you wanna do It would be great if that could be tied together with what the performance marketing guys are often doing there. Set today, they're off in another end of the spectrum, understanding their HQ actual TV completely, you know, they work with the MPs and CDP to do all those things, but what they don't have is access to hyper topical. Really basic could have better payload on all the work that they're doing. And we think that bringing together the constant guys with performance walking guys in with specific, unique tooling that we've done is one of the things that that we think needs to be different. Solving a problem that we serve over sometime performers market once I do one thing and constant guys working somewhat siloed even within this small segment of York and which was something way,

spk_0:   8:26
I think. The great marketing author Seth Godin. I saw him speak once he talked about the lizard brain that there was something in our brains that says We want to do repeatable things because they make us feel good. I think we find that with Social Marketers way, finally have a total calendar down, way have are mixed down. We'll just, you know, repeat this whole process and the content becomes stale, becomes out of date, and the consumers moved on in the way we utilize these technologies has evolved. So I think that's a great message. And if you're if you're still doing the same thing you did a year or two ago, you're completely missing the boat. At this point, you miss on the opportunities. That's a really, really good reminder any other big things that you see marketers missing out of. You know, I personally see that there's chances for to engage as a brand that very few brands do. I see obviously the visual social is where brands normally are underperforming. Any thoughts on that?

spk_1:   9:16
I think that a lot of things are moving some boards, no visual content and it obviously sometimes change is the need for kind of that. You know the expertise you need internally to produce. That is different than just writing copy. But it's all those things are coming together. So I think you need to engage with perhaps a new set of agencies to help you out. Produce some of that content, and you need to staff your own your own teams in ways so that you can maneuver. What is, you know, the changing landscape of what Kant informants are working and video. It's official video. Now it's portrait instead of landscape. All those things are constantly happening right, and you're right. I just need to be ready for for that and embrace it as you know, an exciting line of work rather than Oh my God, I thought I had it down because that's never gonna happen. So I would say that there's that's one of things way focus a lot on. So we've way work with more than 1500 enterprises now, and conversations I have with leaders in there is really that way. Talk a lot about how the orcs is set up and and a lot of people are. There's a reason why we're making the strides on the product side on combining paid ads and content. He's a lot of folks have buildup, constant teams are now struggling with. How do I get the reeds that I need here and because of changing tactics there? What's one of things that folks will be doing and that really is a lot of valiant bringing those those folks together. And, as you say, you get better payload to the ad guys.

spk_0:   10:57
One of my clients was actually a social media team, and all their content was coming from a team that had done traditional advertising, so the content when they would post on instagram just look like an ad, right? So that stuff it something we said for bringing that content

spk_1:   11:12
team together. Those folks are great. A lot of the, you know, a lot of the three letter acronyms. They really understand them to the bone and you need that stuff. And it's great to internalize those and your staff internally and find an agent. You do these things. But even there is a way to collaborate with external agencies by way of kind of mental model way saying how we build a product

spk_0:   11:36
or IQ. I know. Obviously it's a busy day for you putting on this event so I won't keep you too much longer. But there are a lot of North American marketers, Japanese marketers, that listen, this podcast for those Japanese North American brands. How can a best engage? But what would be different for them engaging with the European consumer versus in North America and her

spk_1:   11:56
coronation consumer Well, it no well, I don't think it's First of all, there's to sing about Europe, where at least you know a lot of also our American friends and people who build technology companies. You want to go to Europe to kind of land in the U. K. And then this, you know, just a bit of wall

spk_0:   12:11
higher than you were

spk_1:   12:13
island yet and then you're kind of there. And it's just, you know, you may have some difference off, you know, personality. And there are differences throughout the states of America, for sure. But it is my new compared to the differences in culture over here, so I think that that's important. You often get into amore more refined, set up with regional and local markets, local activation, where you take some of those some of the content pieces and really want. You need to localize them to these to these markets over that. That's the big challenge often for for American brands. And

spk_0:   12:51
so it's not way

spk_1:   12:51
have had a front row seat also to happen. I really have kind of this multi brand, multi region kind of set up. Some of princes are larger, be to see customers. That challenge really starts in Europe, and I think we have a unique magic's point that are working with international brands of multinationals because of that experience, sometimes ahead of some of the our colleagues in the U. S. And I think in terms of one way to kind of memory that is that we set up shop in the U. S. Already back in 2014 and have have a size of a team they were growing are the New York City City Tri State area. Hey, Dino, Dino spare. Exactly. And we're growing that team pretty quickly. Were enough forthe U S office. So we highlighted in Broadway. We went to Williamsburg because, hey, we want to be the cool Kids were kind of pointing at the other guys on the other side of the river on DNA. We've got real scale that we and the L train is shutting down. So we're moving back into Manhattan and we're now in in the financial district and growing out of that office kind of already, which is a flexible east. So that's good on. So way we find is that what we're doing is pretty ubiquitous, you know, it's it's not that we certainly don't see ourselves as a European specialized bender, and the growth that we see, we have the fastest growth in the U. S. Actually, currently, I think, I think, in terms of network usage parity between those two things. There is a little less twitter over here. Okay, there's a little more Whats app on Europe? Definitely. Yeah, but I think if you squint your eyes, those are some of the bigger differences. From a chance standpoint, then there's different levels of sophistication in the markets Where you folks in the U. S. Definitely ahead in terms of experience, level on teams, How many tools have you tried? How many tactics have you tried? Just general experience level. There's certainly no head start in the U. S. So it's exciting for us, too, to work with growing out of ransom.

spk_0:   14:59
So it's not one Europe, even though there's one, you, it's Norway and just having coming, having come from Dublin, Superliner Copenhagen, it's three different countries. Three different cultures you're going to be engaging in the

spk_1:   15:11
south of Germany is very different from the

spk_0:   15:13
from the north of

spk_1:   15:14
remaining completely is there. In there you may be operating with kind of the realm of difference that you also see in the U. S. But then as soon as you go out of that, go to France, Eastern Europe, you go south into Latin countries around the Mediterranean then.

spk_0:   15:32
And it's funny because often when I'm in Japan and they ask about tools, I'll try to point from the European tools vendors because the American tools vendors have this American first perspective. And if you want to use it outside of English United States, you're you're screwed. And I never forget a friend that worked out a very, very large Fortune 50 software company. And they were trying to push a tool, an American tool that did not handle the Japanese language. So he had to find a Japanese partner inside. We can't use it. And I think that in Europe you understand the need for Multilingual capabilities and being a target local communities. And you're way ahead of American

spk_1:   16:04
tools in that aspect. Happy to get that thing that's preaching the gospel there.

spk_0:   16:08
All right, so I just want to ask you we are recording this at the end of 2018 so we're also looking ahead to 2019. What does the year hold? And I like to say when I do these, you know, I always get asked, What do you see happening in 2000? It's just continually evolving. There's nothing that's going to radically change cuts in 2019. I'm sure you'd agree. But where are the focal points that marketers should be focused on as we begin this new year? And how is Falcon gonna help

spk_1:   16:33
them through that? The way we think about kind of near term, mid term future for these for these platforms is really that whatever tool, I mean, there's a bunch of different tactics We just talked about some of them and what you want to do. You want a bootstrap them with some tooling and platforms and something to kind of hold on to create longevity on all the customer interactions, all the profiles, you build up all those things you want to create, you know you want to build up repositories of those types of things, and we think it's a tool Vander as a product company, having that mindset is really important and also thinking outside of the immediate, you know, things we look at, which is right now social and messaging way looking. We're looking broadly on on some other things, and what we're really doing is basically three important kind of types of data that flows through a platform like ours. Okay, Way like to call that the three centers of gravity spoke about this this morning as well.

spk_0:   17:32
I love that

spk_1:   17:33
it really is people content and performance data, I think performance this less novel and in terms of digital marketing. Wallace about performance. Now we can finally measure stuff. Sure, so let's not talk too much about it. But I think the first part people people part is really what? This kind of a middle where type category today called CDP customer data platforms. And I think every tool you use needs to have its own little customer data platform because it needs to aggregate certain things that happens within Durell A. That and then it needs to place frickin nice with everything else in your staff, and that's really important people side. I think the CDP moniker custom data platforms have kind of build out the narrative, and there's a lot of lot of things that have been developed around that. I think for us, which is a little bit interesting, is pass slightly more novel, even though it seems a mundane on the surface is that the constant peace that Middle Air is something that people are often thinking about, what they use tools like us over some of our colleagues who also helped constant marketers. They use tools like ours because of the distribution power and the planning. It's nice and get the calendar and collaborates fantastic. Let's do this and we go off to create all these good things. What's really happening is that content being created in those scenarios are really in many, many cases, the life blood off a bunch of different things. Absolutely. I think it is the lifeblood of influence marketing subset of that. As you said yourself, you know, employee advocacy is really a type of influences that you have close Postrio radio think the entire employees at category is also operating on that same atomic unit of content. So you thinking about your concert production as a brand and as a company has something that you need to have central depository need to think about, that you need to have a tool that really understands the life cycle of that content so you can activated in different ways. That's how we think about that. So that's kind of the center of gravity. We're looking at him with the announce that we have today on the ads piece is really taking all that great content than your constant teams are doing and make it very easy for for performance. Marketing guys to set up stuff seems integrated. Wait, that just gives me So what I'm saying. And those announcement this morning last night in San Francisco time where Sunday's came out and said, We're not announcing the sunshine here in platform, which really is them saying, Well, we don't want to be Don't wanna compete with a bunch of other Syrian will probably do But what we're saying is that we're creating something that place really nice with every every other profile everyone. This year I'm vendor and we completely buy into that type of. You think you need to have tools that handle data in a really good way. That kind of integrates whatever happens within the realm of that tool. That could be very now niche stools. There could be a wider platform like ours. Those platforms need to get their stuff together. Yeah, and no injury, that sure that that off for a platter for you or other system a record. You may have a place.

spk_0:   20:34
I can't say enough about that. It's been great exploring your platform. As I was invited to speak here, prepare my own content and knowing that you have that c r m whatever you wanna call it. Peace. Because that is gonna be so critical when companies want to work with influencers. Yes, their influence marking tools. But at the end of the day, you shouldn't have to use 10 different tools. And if you already engaging through conversation through content, why can't you capture that same tool? And it can help you? Not only with the life cycle, you're content with the life cycle of your engagement with different people, So I think that's an awesome direction. Obviously, if you're listening, this fell counting your business models more for the medium large enterprise. I don't know how many cell openers are gonna be able to use your platform subversive area enterprise grade, but definitely, if you're in that category, owe it to yourself to check them out. We'll drop a link in the show notes or thank you so much for inviting me to be in Copenhagen. It's awesome to get you on and share your views. Thank you very much.

spk_1:   21:27
Appreciate it. Thanks for coming out.

spk_0:   21:29
And that concludes, another exciting episode of Maximize Your Social will be at you from another interesting location here in Europe soon. But until next time, as I like to say, make it a great social day. Bye bye, everybody. Thanks for listening to the maximize Your social podcast makes your key. And don't forget to subscribe. Rate the show on iTunes so others can enjoy it to someone to continue the conversation and empower your business. Your social media. Visit meals safer dot com right now. Have a great week. Let's go. We'll see you on the next episode.