23: Talking the future of influence with Tamara McCleary
Welcome back to Topi the podcast. But a better future. I'm John Biggs and the Timor mccleary. She's a business futurist. This is technical Pia. Topi has also sponsored by jaywalking. Jaywalk is a new app that pays you to walk. You can try it out at jaywalk dot me. It's created by me, John Biggs and a few of my friends, jaywalk dot me. Please check it out this episode. Technically is brought to you by typewriter, plus typewriter dot pluses, a full-service editorial agency that brings amazing editors from places like the New York Times and tech crunch to work on your writing a blog post. A white paper of presentation the typewriter team can write or edit anything on nearly any topic visit them at typewriter plus for free, quote, that's typewriter dot plus typewriter dot plus. Welcome back to the podcast of big to the timber mccleary. She CEO of Julia dot co volume sounds fascinating. It's what would what do you guys up to? Yeah. I mean, it's pretty exciting. We are a social media analytics and strategy company, and we're all about driving smart, social, so so social media for our BAAs it business out phones in growth using analytics and award winning storytelling. Okay. So in terms of in terms of what you guys are looking at in terms of the future. How would you define your scope? I guess or what are you guys looking at specifically? What we're looking at is we work in the BB enterprise space. And so these are a little bit more talent Jane to meet a target audience than say beat ac-. Right. So be deceived being with the retail or the consumer and do a lot of different things that say enterprise in the financial services or healthcare industry restricted in how they can message and what they can message about. So what we do is we apply storytelling that harnesses the power of analytics to know and find out where their target audience is what kind of conversations are having. And so we're creating thought leadership or brands by helping them to enter into those important conversations with their target audience. But also than measuring the actions that their target audience take so we're able to measure, click throughs on to say, white papers or website. And find out where those folks went are, they consuming the content, and you know, as you know, and I know, but a lot of organizations don't know is it's less about broadcasting how great your product or services, and it's more about entering the conversation around the challenges and problems, and then offering creative solutions without, you know, being really pitchy. So storytelling really is alive, and well all of us are attracted to stories whether or not we working in enterprise or not because we're human beings. And so it's a flying the right kind of messaging the right kind of stories to the exquisite analytics in the background to be able to track and measure your spend because you know, marketing dollars are precious. So when you have a budget, you wanna be able to track how that budget not. Only lead gen pieces of that business. But also what portion of those close sales had nothing to do with your social media campaign. So tracking. Okay. That's interesting. So how does how do we how do we tell stories in the future? How do we tell especially complex stories? I mean, you're dealing with enterprise, you're dealing with to be kind of stuff. How do you? Tell those stories to people who may not understand what it means that Facebook leaked fifty thousand of fifty million account credentials or that your company is doing something cool. But nobody knows about it. How do you tell that story in a world, that's basically sect saturated? Great question. John that is the question. And you know, you do is we apply something, that's I say Beng around since ancient times. Right. So reusing old wisdom with a new twist. And that is we're applying the storytelling method of the hero's journey. So, you know, everything starred worse is a great example of a movie that was written around how tell this type of story. And so the hero's journey is a about cast saying that target audience as the hero. And so we have a methodology us in using the key restaurant because every single movie that's been a blockbuster or a timeless classic hit has used as formula. So we transformed using this formula into the b- being enterprise space, the storytelling. In short bits on social media because you know, social media is short quick in incidents, an ongoing store, and what most organizations do on unknowingly is they cast themselves as the hero in the story rate are great product are great service. Here's how we can solve your problems. But that's that's the wrong approach. In fact, that approach will get no one to pay attention. And what you wanna do you wanna gauge? We'll have you engaged you've flip. It you cast your target audience as your hero. And you begin talking with them. Not to them you beginning gauging in these two way dialogue, you begin engaging. Those that are involved in the conversation could be journalists could be influencers that could be you know, depending on who your target is if it's safe, it's the the CIO you're you're engaging where they happen to be in. What they're invested in. And you're talking about their problems. Not your great solution. And so if you're focusing on their problems, and you talking about the challenge sets, and then once you're talking about the challenge, then you're also talking about solutions in laurel. And what name by that is in today's world with technology. Anyone you, and I John we both know that any company that tells us they are in the end all be all they can solve every problem immediately. What you do you roll your eyes like pets? So not a true story rate because today's were all there isn't a one one stop shop. In fact, it's usually more realistic to say we have solutions to difficult challenges through working with an ecosystem of partners. And for me. The the the way do hear his journey appropriately is not only casting target market as the hero. But you began pulling in your ecosystem partners as many. Enters leaders and guides, and you start talking about the great things that other people are doing as well because there is power in not being are cystic brand or company, you know, the old way doesn't work anymore. What people want to see what they're really to engage with willing to listen to is the truth is the unvarnished truth. It's authenticity. Volmer ability. It saying you know, what we don't have all the answers. But here's some really cool solutions beef come up with and by the way. So and so is doing this someone's doing that you're pulling in what others are doing as well on your pulling in those other voices, those other organizations those other influencers those other journalists who are really doing a good job path allies ING on talking about not only the challenges this Lucians. You're pulling in those analysts and highlighting them. So it's really this. Emolument Shen of. Storytelling through the lens of various perspectives. So that the light isn't just passed on your brand. The rather the life is passed upon your target audience in you or positioning, your brand as the thought leader the driver of the conversation whose failing to talk about all the challenges that are not yet salt as well. As some of the creative solutions what it's all about the target audience instead of all about the brand. So I mean, I think the I don't wanna get too deep into into marketing talk. But I think this is something interesting especially for like a startup a startup company and all that other good stuff. So I mean, one of the things when I talked to folks of building stuff they say that they don't have any time to tell these stories. So aside from basically hiring you what's the what are some of the best practices that that if I'm making some kind of cool new robot, and I don't want to deal with PR. I don't wanna deal with marketing, what are some best practices to us just can get at least a modicum of the story out there because stories change products as they as they grow. Right. So that's a that's one way to think about it. Yeah. He's a great question. I mean, it's epi all of us for John recap for climb. Right. Then the one resource we don't have enough of though, I think all of us can relate to be strapped for time. And you know to one solution if you know, if you're startup company, you've got this great robotic botox, the thing to remember is, you know, it's not about how great your robot product is. It's about how many people know about it. So is it too expensive for you? Not to take the time to focus on marketing, storytelling or inlet Ferber own line services. Audibles offering are the from the audience trial membership. Just go to audible dot com slash text. Five hundred five hundred to get started superior to my book, and we internet's watch on audible, get it full free. Download and start lifting immediately easy. It's not about -able dot com slash out. You know about the war texts Tino five hundred five hundred to get started. I'm wild about technology steeped into the tech field. However, I have to cross over into marketing because there's no way we're going to launch any of these great products and services without people knowing about it. So to tap into the look at how are we letting people know about this? How what are we doing currently so take an audit of what you're currently doing? So that you know, where star and then to your point how do you make it simplistic from the gecko is go back to your ridgeville route of the why why did you create this robot? Why did you create the the service and get passionate about it? And then find out. Okay. Here's our. Why what challenges or problem are we solving and for whom are we solving it? Now, you at least know where go with your limited. I'm to tell your stories because instead of blasting it out to the world, you're going to become very strategic about reaching the folks that are really wrestling with the challenge that your robot or your service makes easier for that to how you making their life easier. Start their focus there, and you know, drill down to a level of specificity with who you're communicating your message to so that you're not a deluding humor getting dollars or be spending precious time becoming very popular. But with no conversions because you see for positive business outcome on social media. It's never about popularity. It's about are. You reaching your certain target segment, which is why it's important for the analytics, but Arthur conversions for us. It's always about driving positive business. Outcomes and not about popularity. Good. So let's go a little bit more. What do you think the future looks like in twenty years, not specifically in terms of B to B marketing, but in terms of just your life? I guess. You know, I think everything has changed in twenty years at you know, we are already emerging technologies such as artificial intelligence new paired with machine learning robotics redeem printing blockchain technologies all of these things are emerging and soon to really disrupt the world as we knew. So it's kinda like, you know, the end of the world. Ms. Totally that all that third off twenty years Alaskan happened twenty years just think about it. It wasn't that long ago that we didn't have an iphone, and that's not even twenty years. Right. So think about how much is gonna change and how much is going to change with the five G coming on board and decreasing those latency periods that are holding us back with immobility in Thomas vehicles and with augmented reality really being infused into our everyday experience. I think in twenty years so so media for us for being augmented experience. I don't think we're going to be looking at computer Spain's. I don't think we're going to have mobile phones, we won't need them. We won't have to have a physical device because we will have the technology to support more mixed reality setting within our lives. So that you're not gonna have to worry about dropping your phone losing your phone or replacing your computer. It's these are going to be obsolete in twenty years. I think that we will definitely have. Rela will bosses we will have colleagues who are a we will have a different kind of workforce. I believe in twenty years. It will be a huge displacement of workers do artificial intelligence as well as yes, there will be jobs created, but the reality is what is the level of job being created and are all citizens able to rise to that level. I don't think so I think they'll be a greater delineation between classes, I think they'll be those that have the intellectual property and the dry and the desire and the willingness to upskill themselves into available positions. But I also believe that they are going to be a lot of positions that are better served by artificial intelligence that will leave some without without jobs, and that's the truth. I don't wanna sugar coat it because. I think if we only talk about the high side, we're not based in reality. We know were there is dark. There's light where there's up there is down as above sub below. There is always duality to everything. So it is impossible in defies all universe. For us to say that only all good will come out of technology. It's not possible. There will be shadow Topi is also sponsored by j wall rather be Jay walk because they knew the into walk. You can try it out jaywalk dot meal. It's created by money. John Biggs, a three of my friends jaywalk. Please check it out every single one of us. And if we're not becoming a part of this conversation, I say we cannot complain later when we wake up we don't like the world that we are walking into. That's interesting point. That's the like the generation now. So the baby boomers they they made this. They made the world that we're walking into right now. But they still don't like it to a degree, right? On isn't the human condition complainers by nature. I mean, how many of us and you to listeners whoever's listening in how many of us have ever been in a relationship. I mean does relationship exists without complaining. Oh, I think it's human nature to walk. What we want? And then not realize that what we wanted isn't really what we truly desire rate. So part of the conundrum is it's murky vision. We don't know the consequences.