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Do Your Followers Know the Background? All Yodeling in Context

Posted Under: Social Pros Podcast
Hosted By
Jay Baer

Daniel Lemin

Convince & Convert
Jay Baer

Hannah Tooker

LaneTerralever
Jay Baer

Leanna Pham

Convince & Convert
About Social Pros Podcast:

Social Pros is one of the longest-running marketing podcasts in existence (10 YEARS and counting), and was recently recognized as the #1 Audio/Podcast Series by the Content Marketing Awards.

Our purpose? Making sure that we speak to real people doing real work in social media.

Listeners get inside stories and behind-the-scenes secrets about how teams at companies like Google, Reddit, Glossier, Zillow, Lyft, Marvel, and dozens more, staff, operate, and measure their social media programs.  With 600+ episodes, the Social Pros Podcast brings the humanity of social media to the forefront, while providing incredibly useful marketing strategies that listeners can immediately implement.

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The Social Pros podcast has quickly become a favorite in my feed! I'm consistently impressed by the engaging conversations, insightful content, and actionable ideas. I truly learn something every time I listen!

@Arlie K

This is absolutely an awesome listen for anyone in communications or social media!!

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@MissTriathlon

Jennifer Beechen, Digital and Integrated Marketing Director at WhiteWave Foods, joins the Social Pros Podcast this week to discuss managing several brands as an umbrella company, integrating customer service proactively, and making sure the customer always knows the context. Read on for some of the highlights and tweetable moments, or listen to the full podcast. […]

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Jennifer Beechen
Jennifer Beechen, WhiteWave
@jenbeechen

Jennifer Beechen, Digital and Integrated Marketing Director at WhiteWave Foods, joins the Social Pros Podcast this week to discuss managing several brands as an umbrella company, integrating customer service proactively, and making sure the customer always knows the context.
Read on for some of the highlights and tweetable moments, or listen to the full podcast.

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Tweetable Moments

“Social makes companies accountable in a direct, authentic, and transparent way.” -@jenbeechen (tweet this)

All About Context

WhiteWave Foods is an umbrella company that represents multiple brands: Horizon Organic, International Delight, and Silk. While there are some shared content opportunities across the brands, for the most part the content strategies are unique to each separate brand.

Horizon Organic Milk
via WhiteWave

For example, Horizon is mom-and-kids focused; Silk has vegetarian, plant-based lifestyle followers; and International Delight is all about the joy of coffee. WhiteWave uses the same designers with different design briefs for each strategy.
One of the successful practices that WhiteWave has implemented is having the customer service team share an immediate space with the integrated marketing team. The call center is elsewhere, but the internal team all sits in the same area on the same floor. “We’re trying to keep each other in the loop at all times,” Jen says. Informal briefings happen consistently. This way, the social team can be aware of problems customer service is seeing before they reach the social sphere, or vice versa.
WhiteWave recently learned an important lesson about context.
For Silk, they created a series of videos called the Tastemaker Challenge, featuring an interpretive dancer, a soul singer, and even a yodeler. “But when we started posting the videos on Facebook, we actually got less engagement than we were getting with our evergreen visual content.” Even though the content was well-produced and amusing, the videos just weren’t the right content for their Facebook audience.
It’s possible that the story wasn’t carrying through. To the marketers putting it together, the storyline made sense, and it makes sense when you view all the videos in context. But if a consumer is just seeing the yodeler video as a granular experience on his mobile phone, it might make less sense.
The lesson? All yodeling in context.

Holy Social!

The Brimfield Police Department in Ohio, run primarily by Chief David Oliver, has more than 88,000 likes – more than Philadelphia’s, Chicago’s, or Cleveland’s Police Department Facebook pages. The interesting thing is that Brimfield’s population is closer to 10,000. Who are these 88,000 “cousins,” as Chief Oliver would say?

Brimfield Police Department's Facebook Page
via Brimfield Police Department
This post goes on for four more amusing paragraphs.

Each post gets high engagement, and there is a clear rhetoric that the Chief has cultivated: the ne’er-do-wells are “mopes,” and the page followers and upstanding citizens of the town are “cousins.” The occasional amusing photo from the town is peppered into the good-natured and humorous rants of the Chief. Clearly this man is an underrated social media genius.
Chief Oliver says that sometimes when he catches the mopes, they’re afraid their bust is going to end up on Facebook. Well, that’s one way to deter criminals.

Social Media Stat of the Week: 218,000,000+ monthly Twitter users

With Twitter’s IPO filing, some interesting numbers have come out. Particularly interesting is the fact that Twitter is using “Monthly Active Users” (or MAU) as a measure, which is logical but was also created to measure competitor Facebook’s statistics.

Twitter IPO Numbers
via TechCrunch

This metric lets us compare Facebook and Twitter in concrete numbers. With Facebook’s Q2 earnings coming out, we can see that they are reporting 1.15 billion MAU. Twitter becoming a public company will allow for even more concrete cross-comparison. And after the many problems with Facebook’s IPO, Twitter will be under a microscope throughout this process.

Four Your Information

How did you get involved with social media?
Jen loved social media from a personal perspective and wondered how it could be utilized by brands. She was an early adopter and champion of Facebook, Twitter, Instagram, etc.
What do you like best about social media?
Social gives the power back to the people by requiring a certain transparency from brands, which is “really a wonderful opportunity for brands like the ones that I get to work with, because these are brands that have a lot of integrity, great stories, great benefits.”
What do you like least about social media?
The relentless pace. It’s always on, which is one of its best features, but it’s also dangerous. “You have to constantly be monitoring and constantly trying to get ahead of it, but you never really can,” Jen says. There is always something more you can be doing, something new to capitalize on, some opportunity you could be grabbing.
If you could do a Skype call with any living person, who would it be?
“Probably Oprah. I know that sounds probably pretty cheesy, but I just think she’s fascinating. She’s such a visionary as a marketer, entertainer, thinker, philanthropist, etc. I’d love to see what she’s really like one on one.”
See you next week!

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