How Location-Based Social Chatter Unlocks Your Fans

How Location-Based Social Chatter Unlocks Your Fans

Carlos Garcia, CEO of HYP3R, joins the Social Pros Podcast to discuss how your business can use location data to elevate customer experiences.

In This Episode:

Please Support Our Sponsors:

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

Full Episode Details

How Location-Based Social Chatter Unlocks Your FansSee the Good!

There’s no doubt that in a very amount of short time social media has revolutionized human interaction. Society has evolved new behaviors, adapted to a whole different set of norms, and when it comes to business/consumer interactions, there is an unprecedented level of connection.

For the first time in human history, every customer can instantly broadcast their experience to a worldwide audience. Unfortunately, the most apparent use of this ability when tagging the company is to showcase negative interactions, to ensure that they and their audience are aware. These days it’s common to see a customer with a bad experience post an angry rant on social media, and the company subsequently has to scramble to respond and clean up the mess.

The good news is that far more people are beginning to post their positive experiences. But without a need for a reaction, most see no reason to tag the business in their post. This is where location information completely changes the game. With a service like HYP3R that allows you to see the positive experiences your customers are having, you can get ahead of the curve. By harnessing the power of location-based data, you’ll spend more time focusing on making great customer experiences even better and less time cleaning up the occasional mess.

In This Episode

  • Why location-based data has become a significant part of social media posts
  • How utilizing location-based data can enhance your relationship with customers and your interactions with guests
  • Why you should also respond to positive interactions, rather than just reacting to negative ones
  • How location tracking has evolved over various social media platforms

Quotes From This Episode

“The best marketing is a friend's recommendation.” Click To Tweet 

“I honestly think that geosocial data is going to guide our experiences.” — @Mkt_Hacker

“I would engage people proactively to tilt the scale of something that is perceived as a negative brand in social media to something that is very positive.” — @Mkt_Hacker

“Change the dynamic from reacting to the negative and mitigating crisis to proactively elevating customer experiences.” — @Mkt_Hacker

Resources

See you next week!

Episode Transcript

 
Jay: Welcome everybody to Social Pros. The podcast for real people doing real work in social media. I am as always, Jay Baer, founder of Convince and Convert. Joined as usual by my special, special, Texas friend. He's from the great city of Austin. He is the Executive Strategist for Salesforce Marketing Cloud. He is the one and only Mr. Adam Brown.
Adam Brown: Jay, hello from Austin via Nashville, Tennessee. Happy New Year. It's gonna great isn't it?
Jay: It is. I am super excited about 2018. More changes in the world of social media, some good, some maddening. It keeps us employed.
Here we are on episode 298 of this esteemed program. How bout that? Two points on that. One, Adam and I are prepping our special 300th episode week, where we're gonna do four live shows that you will be able to tune into on Facebook live. Be listening for details on that. Also, go to Socialpros.com and we'll keep you informed there. Super excited. We're gonna bring back a lot of past guests even previous hosts on the program it's gonna be a big celebration here in a couple of weeks, really fire up.
Two, I have had so many people, Adam, just in the last 30 days. I think maybe people listen to more podcasts over the holidays 'cause they got a little more time.
Adam Brown: Makes sense.
Jay: I've had so many people email me, tweet me, hit me on LinkedIn saying I just discovered your show. I love your show. I just binge listen to eight Social Pros podcast and even though we've been doing this show for seven years or some crazy thing now, 298 episodes, there's still new listeners every time and Adam and I welcome each and every one of you to the program. Thanks for being here.
Adam Brown: We do and the fact that you just articulated almost celebrating our 300th episode for those who do just join us and hear about us for the first time there is plenty of binge material waiting for you at Socialpros.com.
Jay: Yeah, if you've got nothing to do for the next 245 hours you can go to socialpros.com and listen to every show we've ever done. Maybe you're looking for work and you wanna kind of brush up this would be a great opportunity.
You know who's not looking for work though? Is our guest on the show today because they have an unbelievable take on social listening. It is really fascinating. We're super glad to have on the show here on episode 298, Carlos Garcia, who is the CEO of HYP3R, a geo local social listening platform that has transforming how big brands interact with their customers and potential customers in social. Carlos, welcome to the program.
Carlos: Wow, thank you for that introduction. I am fired up to be here with both of you. I am a fan of the podcast with both of you so thank you for having me.
Jay: Our pleasure. Why don't we start off, Carlos, just by having you in your own words frame up for our audience how HYP3R works because it is a different take on social listening. I think probably everybody who tunes into Social Pros has at least a cursory knowledge of how conventional social listening works using software to tune into tweets and Facebook posts and Instagram posts and LinkedIn posts etc., using hashtags or key phrases. But HYP3R does it a lot differently. How so?
Carlos: Sure. Basically the way that we think about this is social networks have gone mobile and that will be over the last decade has a lot of treasure trove of locations specifically.  Now you have a lot of social networks that are mobile only, so, the geodata or post on Instagram story, a snap, all that is giving us signals of what is happening at a specific location.
And we have reached a moment of critical mass where there is enough of that data for us to make it national.  What is fascinating to us is that for the longest time and I've been doing this for a long time, as both of you have as well, social media has been about the who, when and what. Who is posting, we follow people and we see when they are posting, we see what they are posting about, but, now the where they are posting from is not just incremental. It's an entirely different dimension because when we start with the where, when we start with the location we now see the entire community that is on location in real time.
That is extremely valuable for businesses that have locations and have experiential businesses like hotels, restaurants and so forth.
Jay: That location provides so much context. If you know where somebody is, you can infer great deal about what they might need in that particular moment.
The way it works then is that HYP3R provides hotel, a restaurant, a venue an airport, with a dashboard that then surfaces all of the social media content being produced within that location based on a geofence presumably and do you guy set that geofence up?
Carlos: Yes, so far we've been in business for just over two years now and we have set up over 70,000 geofences.
Jay: Wow.
Carlos: Every single Marriott hotel around the world, 6400 hotels in their portfolio that we have geofenced for them and you're absolutely right. We service everything that is posted from that location regardless of hashtags and mentions and many cases regardless of GeoTAX, so we get to show them everything that is unfiltered that is going on at their property. What's fascinating is that hashtags and mentions only make up about 3% of that content, so, it's orders of magnitude more signals that they are getting of the people who are on location that are not necessarily mentioning their brand or directing a message at them and it's just basically they're just sharing their experiences publicly for the rest of the world to see.
Jay: I could not agree with that more. I wrote about that a lot in my book, Hug Your Haters, this idea that in so many cases you have a dissatisfied customer who might say this restaurant sucks. Doesn't tag the restaurant, doesn't use a hashtag, doesn't even have location services turned on, but, yet using a tool like HYP3R you may be able to find that expression of dissatisfaction and actually reach out to that customer and interact with them before they leave the premises.
Carlos: And our thinking is we can go beyond just being reactive to something negative and what we are seeing is that the vast majority of the experiences that are being shared, let's say from a Marriott property in Hong Kong, are positive. People are having fun, but, it's still an opportunity for us to be proactive.
For the marketers to acknowledge that the best marketing is a friend's recommendations and when you understand that the best marketing is that someone that is currently at your hotel has a good experience, so that they can share that with the world now we open up to proactive social engagement and the benefit of doing that. I wish that more brands around the world were embracing that activity.
Jay: It really gives the property then, or the venue almost a surprise and delight opportunity machine, right? Because it says, here's people who are posting social content of satisfaction in your example and say I really love the pool here and then the property can reach out and interact with that guest via Twitter, Facebook, Instagram, etc. or do something really special for them behind the scenes that takes their expression of satisfaction and concentrates it and amplifies and doubles down on it.
Is that sort of the primary use case for HYP3R today is to amplify satisfaction?
Carlos: Absolutely. That is absolutely right. We think of being surprisingly human. We talk a lot about how brands today have the opportunity particularly companies that locations are finally in that position to breach the digital and physical experiences and be surprisingly human with their guests and elevate their experiences and that is our main focus and we track what we call return on engagement, so typically we talk about our why and how are we is an extension of our why so our why is basically money, money out equation of we put all these investment in digital we get bookings for hotel let's say. But our we is now that you have that sweat equity going in of proactively engaging and elevating the experiences of your guest or guests or your fans at a stadium, now you start seeing that return on engagement come back to you in multiples.
Because now they are mentioning the brand. Maybe before they were not. Now they are following your social profiles directly and becoming an advocate as a consumer. That is really the benefit of a company like Marriott International and many others of our clients are seeing by being proactive on social media.
Jay: Does the HYP3R system that pulls in social content from a defined geography, does that integrate into other social listening platforms that aren't geo specific or does a particular brand need to run parallel system? They might have Social Studio from Salesforce they might have Sprinkler, Spredfast or Systemhost or any other programs out there then they would run HYP3R in parallel.
Carlos: We play very well with Social Studio and other platforms and our thinking here is that we are not going to become social medial listening platform in the broader sense of that description, right. So, we are not going to manage your publishing workload and the approvals of that publishing workflow for your own social channels or listen to specific hashtags.
We are looking at social media as a nexus to deliver customers on location in real time. That is for many companies that is a multi-billion dollar problem. When you look at hotels for instance, and we can spend a lot of time talking about Marriott International and other hotel companies like [inaudible 00:10:37] Hotels, they only know about 20% of their guests and those are the guests who book directly with them.
The ones that book through OTA's like Booking.com or Expedia all they get is a name, a last name and a reservation number. For them to have line of sight of the experiences that their guests whether they book directly or book through an OTA, that those guests are having on property, it gives them the opportunity to again, sort of surprise and delight and take that relationship to the next level.
Some of that ultimately makes it to a Social Studio because now you are requesting from a guest and now you have that guest content library that you can bring to Social Studio and now you can amplify that content on your own social channels or through paid social as well.
The clients that are doing that are seeing that, that UGC is performing six to seven times better than the typical photo of lobby of the hotel and when they post it on social.
Jay: What type of social platform is most prone to this kind of geo driven location based analysis. I presume, especially given your emphasis on hotels so far in your customer mix that it's Instagram, but, maybe that's not the case. My assumption is that people take more Instagram photos of the pool of the lobby of the awesome thing and that that would be a place where you could get a lot of content surface, but, maybe it's not. Maybe it's still Twitter or Facebook just because the size of the platform. I'm just interested to see what you're seeing.
Carlos: Instagram dominates in this space. Geo social data. Mainly because people are sharing experiences whenever that experience is going to elevate their social profile, right? So, if I am at the hotel I want to communicate to the world that I have this amazing view from this property in the Caribbean or in Asia and those are the things that make it to Instagram.  Instagram is definitely the dominant social networking geosocial today.
We are also seeing a lot of data from Twitter as well and also a lot of opportunities to elevate experiences on Twitter as well.
In Asia Pacific we look at Weibo As another dominant social network in that part of the world, so, in that case Weibo tends to be 50% of the social activity that we capture from a property.
Jay: I don't know if this is true. I have a question. I should have checked on this site. Can HYP3R pull in stories on Instagram or only distinct posts?
Carlos: There are different ways for us to see stories, but, mainly today it's the posts that are geo-typed that are persistent on the social network that we surface and it has more to do with how persistent that content will be as opposed to something that is a [inaudible 00:13:49] Will this be in the next 24 hours?
That is the content that we have been focusing on.
Jay: Yeah, I think that make perfect sense. I have one more question then Adam's gonna ask a few as well. We had as a guest on the program and at one point at the very beginning of Social Pros was a sponsor on this podcast, Geofeedia. Geofeedia was pioneering kind of location based listening platform that did something similar to what you're doing at Hyper, but, then Geofeedia wound down because Twitter and Facebook sort of revoked their listening privileges and I just wanted you to comment on that and talk about how this particular industry has evolved and how Hyper has sort of sling shotted past those issues.
Carlos: Yeah, I love that question because the reality is that it’s what you do with this data that matters. When it comes to privacy, when it comes to them, we have permission to make efficient for the business, but, also delightful for consumers.
We are a company with a heart [inaudible 00:14:53] and I think what Geofeedia unfortunately for them, they were doing was providing access to geolocation of people during a political protest or that got them into trouble with the American Civil Liberties Union because basically they were sharing information that was more about profiling a person.
In our case we are looking at the 2.5 billion posts that are shared publicly on social media and we are matching the location of that to places where a marketer is ultimately going to want to elevate an experience for that person. Whether it's an Oracle Arena where the Golden State Warriors play or at Yankee Stadium or at a Marriott Hotel or [inaudible 00:15:55]Hotel and all of those are places where you can actually elevate an experience and use for marketers for want to be the best marketers that they can be.
A big part of that is acting as a friend, not as a big brother overlooking what people are doing. That is basically the main difference between what we do and what other platforms have done with similar technologies.
Adam Brown: Carlos, I wanna kind of go back to one thing you said 'cause I think it's really important and it resonated with me. You are only seeing the public posts. In your instance you're not seeing any special feed from a Twitter or a Facebook or Instagram.
You're pulling the public data, the public feeds and finding ways of adding and appending geo or location based data to them. Is that a correct assessment?
Carlos: That is correct, exactly. We are only finding needles in a global haystack of social activity and aggregating that by location as opposed to by hashtags and mentions and what is very powerful for the business is that it keeps them the pulse of what's going on, on location.
We do a lot of bench marking so if you go to geo socialindex.com we actually published ... it's kind of like the cloud score for venues. We aggregated the social activity of each of the top 60,000 hotels around the world and we ranked them based on social activity.
In order to do an apples to apples comparison we looked at capacity of those properties in the case of the hotel capacity will be measured by number of rooms, and in the case of the stadium it would be measured by seats and that way we can do an apples to apples comparison and say a property let's say has 1% of the rooms in the world, which would be impossible, with too many rooms, you would expect that that property has 1% of the social activity. Hyper has all those 60,000 hotels in the world. It turns out that is hardly the case.
If you look at it you'll find there are many hotels in Vegas, for instance, like the Cosmopolitan in Vegas that is usually within the top ten on a daily basis for social activity because there is so much that is happening at that particular property in proportion to the number of rooms that it has.
Adam Brown: I'm smiling on this end because it makes me think of really interesting kind of case studies or studies that you can do, for example, we can recognize that someone at a hotel, any hotel's gonna have happy posts and not so happy posts and when I'm talking about posts I'm not just talking about people talking about their property, but, just people just having good or bad times. It would be interesting to sue your technology to find out, okay, what is the happiest hotel in the world? Which hotel has, if you look at all the posts that are posted there about the hotel, and about everything else, has the highest level of sentiment? I would assume with your technology you could do something kind of like that.
Carlos: You are right. What has changed is today we have AI and machine learning and we have so many tools that we didn't have before to understand what is going on with all of this content that is being shared from a specific location.
Typically, in social we tend to think of the negative things that people are posting about and how do we mitigate that crisis. The other day there was an anecdote.  I won't mention the brand, but, it was very close to headquarter where you are based and there's only a few of those. So, we were at their command center and we were seeing everything they have set up, like they have dozens of people dedicated to social care, customer care, for the airline and they were talking about how they managed thousands of posts on a daily basis and they address thousands of posts on a daily basis, which is great. But all those are reactive.
All those are people that missed their flight, that are angry because weather got in the way of them getting to their destination and they are blaming the airline so the airline is in survival mode. When you think of that mass of hierarchy of [inaudible 00:20:35] I also see that situation to being survival mode at that hierarchy of [inaudible 00:20:42].
Then we open up HYP3R and we show them their lounges at the terminals that they fly out of. What people are posting from terminals and it's about a hundred times more content than what they are receiving in bound every day and responding to everyday and for the most part, it's all positive.
It's people that are going on their honeymoon. It's people that are finally going back home to see their family over the weekend. Things like that that are very joyful and I said, as a marketing hacker, good hacker of course, if I were to see them all of this company for every one negative post that I have to respond to because it's our job to do so, I would respond to three or five positive ones.
I would engage people proactively to tilt the scale of something that is perceived as a negative brand in social media to something that is very positive [inaudible 00:21:42]
I think that that is the opportunity that we have today with geodata is to basically focus on the positive and how we drive the businesses rather than just how we respond to the negative in a reactive way to mitigate bad situations.
Adam Brown: I like that idea. I like that idea because it's a little bit of the art and the science we so often choose to kind of focus on the science but when you have the technology when you have that capability, you're able to do that. You're able to celebrate the wonderful experiences your customers have and in no way detract from your responsibility as you articulate it respond to customers that are not having a good experience.
To make all that happen you've gotta have, again, the science and that's one thing, Carlos, I wanna ask you a little bit more about because one of the things that I've kind of recognized, is, people outside of the social media space kind of assume that we have the ability to track everything. That we're tracking every post and every tweet and there's geodata on everything. We can even tell where in the house they are and of course, that's not necessarily the case and that's certainly not the case with almost all posts.
But what you have done with HYP3R is you're creating new proprietary technology to do this. I know you've got a couple of patents. What, without getting into the details, what is the secret sauce that's letting you kind of be able to pin this geo and local data to post where again, a brand isn't mentioned. Location sharing isn't on. It sounds like there's a lot going on there to do something, which sounds on the surface to be very simple.
Carlos: Yeah. It's the type of processing that we have to do to be able to do this, but, as you said we have about seven patents around location resolution of social media posts without GeoTAX. The patent is very descriptive of what it is, but, basically we look for signals and you're absolutely right. You cannot listen to the 2.5 billion posts that are shared publicly on a daily basis and it would impossible to process all that, but, we look at signals of is this person a guest at his property?
Then can we see what this person is posting publicly during this period of time? Things like that and that way it's not really a matter of how much content we are processing. It's processing the right content and understanding what's going on there. Nowadays there is so much technology that we didn't have even a couple of years ago or even a year ago we didn't have a lot of the ability to do the machine learning at scale and computer vision and all of these things that in your case with Einstein and all the work that Salesforce is also doing you get to have a lot of that in the marketing cloud platforms we have today that we didn't have even a year ago or two years ago.
Adam Brown: One last question before I hand it over to Jay, 'cause I think you're exactly right. This is happening at such a rapid pace and here we are two episodes away from our 300th episode of Social Pros and we already talked a little bit about some of the initial sponsors of the show, but, if we were to harken back, Carlos, to Jay's first show. Episode number one, seven years ago, we would've probably been talking about, Jay, I definitely think we should do this we should go back and look at the things that we were talking about in the first shows. But we were talking about Four Square, we were talking about a lot of geo tools. They're not around at least as they were anymore.
Carlos, what did the Four Squares and the likes do wrong? What did they get wrong about geo or were they trying to be too much to too many people?
Carlos: Yes, first of all I've been a huge fan of Danny[inaudible 00:26:21] And the work that he did at Dutch Bowl and Four Square in the early days. I think that that was the genesis of a lot of what we are seeing today. When you can say it was too early and we could talk about critical mass and what is critical mass for a marketer in terms of quantity of signals for them to be able to ground it to a platform and say, okay, now we are going to build marketing programs around this. I think that that is one part of the equation. I think that Four Square at one point they were more focused on becoming social network themselves than powering all these for marketers, right.
When I meet with some of the more sophisticated marketers that we get to engage with today they often reference Four Square. They say this is what I was hoping Four Square would have done for us back in the day. I think that it's just generational. It's been eight years or so in between. I think that now with the rise of Instagram, with the rise of stories and Snapchat and all of this.
Now, we're not depending on one app that is telling us location all the social networks have the location data that are being shared, publicly with the world and basically because the user has decided to share that data with their friends and followers and in some cases publicly with everyone else.
That to me has been the biggest change from that genesis and you could argue that Danny[inaudible 00:27:23] was in a way the father of all of this because they de-power the geodata for all of the social networks that are going today.
I think that I don't have anything negative to say at some point they could not become [inaudible 00:27:49]
Jay: The company's still doing really well, right? Four Square is still an incredibly viable company. It's just not a B to B company more so than a B to C company. They're still supplying data to lots of other social networks and lots of other companies, so, it's not as if Four Square is not a good company, it's just a different company, but, one of the things you said was really interesting, Carlos, this idea that consumers are more likely to share location data in their social content and that's Adam's point earlier.
I very much remember the time, the history of this program when there was a lot of discussion with guests about, geez, I don't know if people are ever gonna share their location because consumers have privacy concerns like that and certainly that is largely an issue that has been put to bed. Consumers are more and more willing and eager to share location data, which obviously makes it easier for Hyper to do the things that you're doing.
Carlos: What has changed also is that consumers are not doing that by accident. It's not like they left location open and Instagram purposely and is asking the user to do you want to track location. You cannot track your home. You cannot track a location that is not a business, but, then you have all these places within Facebook location like these that are hotels, that are restaurants, and actually, I don't know if you notice this about three, four weeks ago Facebook relaunched their events app and they named it Facebook Local.
I see that as a huge signal of how important that geo social data is going to be. I honestly think that geosocial data is going to guide our experiences and we're not far from that. I think that we are already experiencing that today.
From restaurants that we go to, the hotels that we stay at, all that is going to be guided, not just like a trip review or a yelp review, it's going to be guided by where has my friends been. Where are most people going to? What are people posting? What is Beyonce posting when she stays at a hotel in New York?
Maybe I want to stay in places where artists like I follow things like that are going to guide our experiences going forward.
Even today, I can tell you that I have conversations and because of the type of business that we are building we get exposure to having conversations with amazing CMO's and CEO's and the other day I was meeting with the CEO of a very prestigious restaurant group here in the San Francisco Bay Area but they have restaurants all over the world. Star restaurants. Rated and all that. He was saying how the most referrals that they get for booking date is actually Instagram.
I can tell you in a focus group of one, I may book through Open Table, but, I actually go to Instagram to see what are people posting from their ... I don't go to Instagram to see what the restaurant is posting. I don't really care much about what the restaurant is posting. I care about what people are posting from there and when I look at Facebook Local, I see a first generation of a yelp killer. I see that first of something that's going to be so much more powerful than reviews and I started this, I have to tell you I get about this because I've been for the last two years since we started building HYP3R.
In the hotel business one out of every 2000 guests leaves a Trip Advisor review. Hotels live and die from Trip Advisor reviews. Guess how many people post publicly on social media from a hotel? One out of every ten guests. The amount of data and how genuine that data is I look at the Trip Advisor review I know it's a great company I still use it, but, I look at a Trip Advisor review I don't know the person that left that Trip Advisor review. I look an Instagram post, one of my friends posts from a restaurant, I may put that restaurant on my list of places to go to next weekend.
That's where goes back to this idea that the best marketing is a friend's recommendation. when people are posting on social media publicly, from a location that is an implicit commendation, an implicit review of this place. Unlike the Trip Advisor review or the Yelp review that only the people that are looking at that particular location get to see it. My friends and followers are going to see what I post from location and that is so powerful to the point that a restaurateur gets to the conclusion that Instagram is driving most of their business and I think that that is the power of geosocial.
The era of social for the sake of social is over and this is starting with location they can connect the dots between social activity, not what they are posting, not what they are amplifying, but the consumers are posting and amplifying for them and how that leads to business for them.
Jay: We certainly trust each other so much more than we trust businesses and that Genie is not going back in the bottle and certainly next year you need to be start thinking about your geosocial strategy if you have an actual business with a physical location. Other things you should be thinking about doing next year are these. A. Read the business Leaders Guide to Becoming a Social Business, a free e-book from our friends at Salesforce Marketing Cloud, which shows you how to assess the skills of your current social team. Track missed opportunities, which may in fact include geo local. Position your social media for real success and analyze results in ways you have in the past.
Grab it at bitly.socialbusinessguide. That's bitly/socialbusinessguide. Two other things you should do. One, if you like this show and you probably do because you're listening you should also think about this year, either about yourself or telling the appropriate person on your team to check out our sister shows.
The Content Pros podcast hosted by Randy Frisch and Anna Hrach, unbelievable, very similar to this show. You can find that at contentprospodcast.com and the experience this show hosted by Joey Coleman and Dan Gingus all about digital customer service and customer experience, totally different kind of format, lots of fun and games. Lots of different bits on that show. Really interesting format of that show. You can get that at experiencethisshow.com.
Adam, back to you.
Adam Brown: Jay, thank you and you're right experiencethis.com. Great show and sight for that show. I hope everybody will check that out.
Carlos Garcia, CEO and Co-founder of Hyper, so great to have you on the show. You mentioned a little bit earlier, Carlos, that Hyperion's a start up. You're about two years old and obviously doing some great transformational things for Marriott, for Pepsi Co and for a variety of other really great large organizations.
I'm curious kind of how you got to this point. You're a co-founder of HYP3R, I know this isn't your first social or Silicon Valley start up. We'd like to kind of hear, kind of what the past decade or so has looked like for you and any insights you can give to our listeners who are thinking about maybe doing their own start up.
Carlos: Well thank you Adam. I would say like any entrepreneur you sort of dismiss what you have done in the past. Practice rounds for what you are doing now.
In my case I started two companies previously those companies have been a so we took them all the way to minor exits, but, that definitely shaped what we are doing now and I can say that even though HYP3R is a two year old company I feel like I've been building HYP3R throughout my career and I can see the common thread of the work we did in our first company.
An online scrap booking service we three and a half million users who first twelve apps on Facebook and we ended up selling that company here in Palo Alto to one of our competitors at that time to MixBook.
The second company was a social marketing agency and I went back to Miami I lived there for many years. I went back to Miami and build a social marketing agency we wouldn't call ourselves an agency we would say that social marketing accelerator for global brands.
We were very fortunate to have amazing partners including Marriott International and also Netflix and many of the relationships that we have jump started HYP3R with started back there as well and that was our journey of becoming really good growth hackers in social for top brands like Netflix and also for Mozilla, we got Firefox and [inaudible 00:37:43] records for most downloads in one day. All those things have shaped who we are and the team that we have formed here at HYP3R.
Adam Brown: As you look back on your experience with the start ups, as you look back with your experience as the agency or accelerator as you called and your experience with HYP3R you're fortunate to work with so many different marketers or communicators of customer service representatives.
As you look at kind of what you're working with them in regards to geo and location based data are you seeing any kind of common mistakes or challenges that they're having? These can be things that you can resolve with HYP3R or just questions and issues that they're coming up with. Are they trying to use geodata where geodata isn't necessary? Are they trying to be at a point that might be too intrusive for their customer or prospect? What are the mistakes that you're seeing brands make? You don't have to certainly mention your customers or brands that you're working with.
Carlos: We have been able to fortunately, cherry pick the brands we want to work with. We've been very fortunate to work with them as partners because we see other brands.
Sometimes we get into conversations where brands want to use our platform to pretty much spam people and push offers to people and what we have learned is that engaging in a conversation the same way that a friend would, liking the post of someone that is posting from your location, something that is lightweight as just a like or a follow or a brief comment, brings those people between the person and the brand. The person that is at the location and the brand.
So, I would say brands that are def are looking at the opportunity to proactively engage another experiences the ones that have an approach, lets just offer a 10% discount in those cases that tends to backfire and we are obsessed with making sure that marketing is delightful for consumers that has been our guiding light as we build the platform and will continue to be so as we continue to grow the company.
Jay: Boy, I love the way you frame that up that marketing is about being delightful. If everybody took that approach it would be a much different world. Really, really appreciate those sentiments.
Carlos Garcia, CEO of Hyper. Carlos's been our guest this week. I should mention that HYP3R is spelled HYP3R.com so if you're frantically trying to find their URL on your browsers or listen to the show that's probably why you're having some troubles. HYP3R.com. Carlos, we're gonna ask you the two questions that we've asked all 297 prior guests on the program. They are these.
Number one. What one tip would you give somebody who's looking to become a social pro?
Carlos: Be proactive and strive to be surprisingly human. Change that dynamic from reacting to the negative and mitigating crisis to proactively elevating customer experiences.
Jay: Love that. Well said, yeah, that's really good. And the last question for Carlos Garcias, CEO of HYP3R.com, for all your geosocial needs, if you could do a Skype video call with any living person, who would it be and why?
Carlos: I struggle with this one. I have three people on my list, but, I would have to say it's Barack Obama and the reason for that is I met him briefly at a fund raiser years ago and I was so impressed with the charisma and the way that he shakes your hand. I would love to have a longer conversation with him.
Jay: I'll tell you what. I come from politics, that was my original career before I became a marketer so when I just a young boy I managed political campaigns and was involved with a lot of races at every level of politics all the way up through presidential and it's the one thing that is true of almost every politician regardless of where they are in the ideological spectrum, or how much you believe them or disbeliefs them, that charisma is almost universally a big part of their success factor and certainly President Obama has that in spades.
It would be spectacular to have him as a guest on a Skype video call and someday, we've talked about this in the past, Adam. Someday, we're gonna try and get President Obama on Social Pros because certainly, an extraordinary social media success story, so we're gonna keep it[inaudible 00:42:46] now the guy's got more free time I don't see why he wouldn't come on the show.
Adam Brown: And Jay, he's one of the most popular last two question respondents, correct?
Jay: Yes, yeah. We haven't done the analysis lately, but, the last time we did it the most frequently mentioned people that guests wanna have a Skype call with was Elon Musk, Barack Obama and I think Oprah is a distant third. But those two are neck in neck, so, Carlos an excellent answer and one that we support wholeheartedly. Thank you so much.
Carlos: Thanks Jay.
Jay: Ladies and gentleman, that's it for this episode of Social Pros. Thanks as always. Happy New Year from Adam and myself. We love each and every one of you. Welcome again, as I said at the top of the show to our new listeners, hey if you're a new listener and you're just discovering Social Pros it would be super fantastic if you went on wherever it is that you get podcasts and leave us a review. That would be super great and also, just a reminder as Adam pointed out that every single episode of this program I available at Socialpros.com.
Every audio recording, transcriptions of every show, all the show notes, all the links to special resources mention by our guests, our sponsor acknowledgement, all that stuff at Socialpros.com. So take a look at that if you haven't.
Until next week I am Jay Bear from Convince and Convert. He is Adam Brown from Salesforce Marketing Cloud our special guest has been Carlos Garcias, CEO of HYP3R. This has been SocialPros.
 
Show Full Transcript
Close