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It doesn't get any better for content marketers. They present a balanced, insightful discussion of current trends and ask all the right questions. Their guest list is a "Who's Who" of content professionals. Outstanding.
Jared Johnson PianoI love listening to marketing podcasts and this one is on my must-listen to list. Very knowledgable hosts and topical discussions.
The Marketing Book Podcast
Kelley O’Brien, Director – Interactive, Digital, Social at Krispy Kreme, joins the Content Experience Show to discuss bringing personal experiences to a worldwide audience.
A Global Yet Personal Experience
One of the beautiful things about social media is that a person can engage with their favorite businesses and have a personalized experience that was completely unavailable in the very recent past. As your business grows, however, the challenge becomes maintaining that personal experience with an ever-diversifying audience.
Consumer preference, taste, and even sense of humor can vary wildly by region, not to mention by country and continent. Kelley O’Brien, Director – Interactive, Digital, Social at Krispy Kreme, has a lot of experience and advice to give on how to balance global appeal with a consistently personal experience.
According to her strategy, once you have established your overall voice and built a strong core foundation for how your business engages on a grand scale, you should empower your regional representatives to speak with your voice directly to their communities. By giving them the ability to speak for the brand on a local level, you can keep a global consistency while developing something unique and engaging for the many audiences who wish to connect with your brand.
In This Episode
- How social can be used to engage your audience in product creation
- Why being a B2C brand with a fun persona still requires strategy and planning
- How to balance a personal experience with a global experience with a multinational audience
Quotes From This Episode
If it's not in our voice or where our fan base is, it doesn't stay true to the engagements. Share on X
“Where can we take it to the level of bringing people a unique experience, but not taking it to the extreme experience?” — @kelleyob
“Set the right foundation, do the right training, and you empower each of the regions to speak in your voice.” — @kelleyob
Resources
Content Experience Lightning Round
Chocolate or vanilla donut?
Vanilla.
Glazed or filled?
Glazed.
Favorite annual event?
Birthday.
Netflix or movie theater?
While she’s more of a Netflix kind of person, she does enjoy going to art theaters when she does go out!
What are you watching on Netflix these days?
Kelley is a huge fan of The Walking Dead and is currently re-watching to gear up for the new season!
See you next week!
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