640: How to Tell Your Story on Multiple Social Platforms w/ Bettina Hein

ABOUT THIS EPISODE

In this episode we talk to Bettina Hein, CEO at Pixability.

LinkedIn: https://www.linkedin.com/in/bettinahein/

A relationship with the right referral partner could be a game changer for any BEBB company. So what if you could reverse engineer these relationships at a moment's notice, start a podcast, invite potential referral partners to be guests on your show and grow your referral network faster than ever? Learn more at sweet fish Mediacom. You're listening to the be tob growth show, a podcast dedicated to helping be to be executives achieve explosive growth. Whether you're looking for techniques and strategies or tools and resources, you've come to the right place. I'm James Carberry and I'm Jonathan Green. Let's get into the show. Welcome back to the BB growth show. We are here today with Bettina Hind she is the founder and CEO at pixability. Bettina, how you doing today? I'm doing great, James. Thank you for having me. I'm excited to chat with you today, Bettina. We're going to be talking about video marketing. Today we're going to be talking about how to tell your story across multiple platforms. This is something that you guys have done an exceptional job of a pixability and I'm really pumped to dive into that with you, but before we do, I just want to give our listeners a little bit of context as to why you're the person to be talking to about this. Can you tell us a little bit about pixability and what you guys are up to up there? Sure, Um. Well, it's our mission to really power the changing video economy and what we do is we precisely connect marketers with the right consumers and we use data to do that. So what we really are is the trusted video marketing and advertising technology partner for some of the world's leading brands and their agencies, actually hundreds of them. So we interact a lot with people at medium size to large agencies and with brants, and this is we do that mostly on...

...the BC side. So let's say we work with Lauren. Now, work with Avon, with Pumo, we work with rebought, we work with IBM, so there are a lot of very big brands that we work with, even though we are now a ninety person company, and we do that in five locations globally. So we're headquartered in Boston and we have locations in New York, Chicago, San Francisco and London. Love it I love it. So. So BETINA has a lot of your clients or BTC. You guys are obviously be to be selling to those brands, selling to different agencies that that leverage the work that you guys do. I want to kind of talk about, and in a BOB context, how how should be to be brands be thinking about telling their story across these multiple platforms. Can you speak to kind of some of the nuances, you know, the difference of telling your story on facebook versus Youtube. How do you guys think about that as your marketing fixability? Yeah, sure, so, as you say, we do video marketing, right. So we help large brands with that and where we're specialist is on Youtube, facebook, instagram, twitter, snapchat, spotify, adding Amazon, adding Hulu, and what we are are marketers, marketers, right. So we have to we have to our customers expect from us, you know, very glossy advertising, very sophisticated and what. So I've learned a lot over the last years. I've been doing this for ten years. I've learned a lot from our big grand customers. What they really care about is their brand. Obviously they care about what fan for and they tell stories...

...in a really compelling way. So, since we market be to be, I learn a lot from that and our team learns a lot from that. And one of the things that we have to do is transfer the be TOC mechanisms to be to be advertising. And so we really start with showing off what we do best, which is using data. Right. So we use our own data to create compelling content marketing. We analyze billions of data points about the performance of video advertising across all these social platforms and then we produce studies, and they are not just on our website, not just do we push them out through all the social media platforms, we create videos about it, we create leave behind that are printed. We print them because we can't afford, as a small company, the lavish gifts that sometimes other vendors give their customers. But what we gift them, essentially, is our knowledge, and so giving that away freely, where others often make you pay for that, in this industry we don't do that. We are very generous with our knowledge and we have found that even our competitors use our our studies to then remarket them. Yeah, so you know, we're all it. Not always always credited for that, but a lot of so it's very multiprong right. We use those studies, we really leverage them into press conversations, briefings for...

...analysts, industry analysts, financial analysts, and we just use all of that and we have a name for an internal name called Project Botenberg. or We essentially use we use that data and then sort of our really powerful insights team at pis ability to spread that message in the market and in a way that helps the people, helps a journalist, helps a brand. So from that helpfulness week we start. And then the questions how do we disseminate it through all these vehicles? Right, and then once we have that, we go into sales mode. Right. So then we have to capture people's email addresses, we have to really reach out to them, and in the advertising industry a lot of them is still done through field sales. Right. It's far large enterprise sale if you look at it from the you know, vocabulary standpoint. What we do is, you know, our customers spent millions and millions, sometimes billions of dollars in advertising. So W to of people are lobbying them for a piece of the Pie, and so the only way that we can win is by using that data and by showing our expertise on these platforms. And so what we do is we go around, let's say there's a big industry event. Will Geo FEX it. Okay, and the attendees will see us if they go on facebook, for Stepchat, because that's what we do. And we can't spend the quarter a million dollars sponsorship at that conference, but we make sure that we're seen. So we keep keep doing that and that leads to conversations and then in the end that leads us to have a very premium perception in the market. Got So I want to dive into that a bit more because it's super interesting to me. So would the context...

...be you guys going to, you know, an event like Dream Force or industry conference, and in so when you say you geo fence kind of around that area, does that mean like you've got a video asset that you are then targeting, you're doing targeted advertising to just people that are within that Geo fence, or does that mean something else? Yes, so what we do is, let's say it's a conference center in San Francisco, right dream force, we just we just use that ZIP code. Plus we know essentially who we're target getting, so the people that are there and then to their normal thing, like, you know, depending on how old they are, you know, they'll go to facebook, go to Linkedin and will and they'll see, wow, fixability. What are these guys do? And we have a video that shows them that. And you know, we do that event after event after event. Got It. And so when you're when you're targeting with a zip code, Bettina, I've always been confused by this. Is the ZIP code basically where that person is currently, or is it one of the home base that they established? So on. You know, my facebook account, I probably have the town that I live in listed on my facebook profile somewhere, which is associated with a zip code. But if I'm, you know, and I live, you know, in a suburb of Orlando, but when I'm in San Francisco, would your ad based on the San Francisco Zip code, would be getting the content in front of me and San Francisco, or only people that are that are based in San Francisco? You can do both, right, but what we do is around that event. Got It. So, as you're talking to your clients just about the nuances of of these different platforms, what what's the difference, what should be the difference,...

...in video that gets published to youtube versus video that gets published a facebook or instagram or snapchat what like? Can you can you go into depth a little bit on the nuances of each of those platforms? Of course, happy to do that. We go with almost the same message out right because we're targeting people in their work lives. Right and rand obviously do that very differently. So what we're trying to do is get them when they are at the work event and they're kind of relaxed because they're checking social media about they're like, Whoa, what's this? Wow, it really pertains to what I'm what I just had a conversation about, and so we're trying to get sort of more share of their attention. That's what what we do for the brands. We help them tailor. We don't create videos, but we help them tailor the message to whatever platform there on. And that's sometimes hard for a large brand because, despite their big resources, they have are ingrained ways of doing things. So, you know, if you're you need something really visually kemp compelling. For instagram, you need something that's newsworthy. For twitter, you need something that is more conversational. On facebook, you need something that is like that is for me to be educational on Youtube, for BBC has to tell it, but both of those have to tell really great stories. Snapchat it has to be sort of I would call it like, you know, the trashy magazines kind of thing, right, if you think about people magazine, US weekly, it just has to be the postmillennials version of that, right. So you have to do that. And people and industry check these...

...platforms because it's their job to do that, and the younger they are, the where they check it. So we're influencing the younger decisionmakers on the let's say younger platforms. FACEBOOK and Linkedin are sort of a little bit more for the older demographic. So if we're looking to influence some senior person, we go on Linkedin and Facebook, the more junior people are going to be on the other platforms. In Youtube, this is essentially for all, because but it's more of a I have some time to watch something, right, I'm researching something. If you're just have ten minutes to kill between two conference things that you're watching, video is actually not effective. So we actually use all of those, even though were video marketing company. We use all of those vehicles, but I do think we one thing we haven't done yet is podcasts. We're we're that is that is definitely something that we would love to see you guys see you guys doing. One question that I have for you, Bettina. You know the just a few few days ago, the time that we're recording this, few days ago, as a super bowl. You see these brands, you know, spending a gajillion dollars on super bowl ads. You know, a lot of them were compelling. I loved, I love what Tiede did for the Super Bowl. But when, when you're working with brands like that, and obviously for the person listening to this being a BB company, if you know, you saw a few BB companies doing things or around the super bowl. Where where do you see brands seeing the most success in taking a from a large kind of TV campaign like that but then supplementing it with like ancillary activity on social kind of pointing back to that campaign, I saw verizon do it really well with with their first responder campaign and that...

...they have dedicated landing page to, you know, talking about you know, sharing stories, back to your point earlier, sharing stories of these first responders and and the the lives that they've saved and the impact that they've made, with kind of the hook being, you know, they make the call. I think was what the taggling was. They make the call, we make that call happen, and that was to me just really, really powerful use case. And then I started looking at their social activity around that and they had great visual video stories that they were telling to compliment that big campaign. Have you seen other examples of that that folks listening to this could take a look at to just get an idea of? And how do you take a big splash like the super bowl or something like, you know, your your booth at sales force, a dream force, you know, a big event, and then splice it into kind of micro activity on on social via video? Yeah, so what I think is really useful, and let me just explain a little bit of the mechanics of the Super Bowl right. Yeah, so there's the expend and what they call that is a tent pole event. Okay, it's a tent pole event and around it. So if you think of a tent, there's sort of in a circus tent, there's in the middle, right, there's this event there's lots of things leading up to that and afterwards. So what you do with the Super Bowl is you have this main asset, if you call it that, a video, right, it tells a certain story, and so you pregame it and then you post game it. So the pregame is, in our industry, buying lots of views on youtube, and lots of them. So so you can tread, so you can build anticipation about the story that you're going to tell so that when the super bowl add airs, people are what? Not Everybody, obviously,...

...but a lot of people are like, Oh my God, I've seen this before, this is so cool. It's in the Super Bowl, right, and I know about it way for everybody else did, so I can talk about it a little bit more, right. Yeah, and you know, I can tell the person that just went to the bathroom in the break that what it's about, right. And so then, let's say, during the halftime show, like, Oh my God, I just saw this and it's real. It was really a powerful message. So what you have to do with your many message is get people to act. Right at call to action and for a brand, the call to action her Rizon is we're good people, right, purpose driven advertising. This the newest trend out there. So we're good people and look at what we've been able to do, because millennials and postmillennials are very motivated by seeing a purpose behind what the brands that they talk about, that they like, do right. So, for I'll give a personal example. Lift I has a very different image in the market than Ber yeah, right, boober is these these these cocky programmers. They have problems respecting others, whether their women or their drivers or anything else. Lift is known for being sort of just the nicer people. You the drivers are taken better care of, they treat their employees better. So some people really care about that. Some people just care about the price or the convenience or something. But you know, I consider myself a feminist and if I can't afford it, sometimes lift there's a little bit more expensive. I'll compare the prices, but if it's not a big, big difference, like, let's say ten dollars difference or the trip right, then I will use lift.

I will choose if in doubt, you say, a line with your values. Yeah, because, and this is what verizon is doing right, they're saying, if in doubt, use verizon, not atnt. So. So then after the Super Bowl they have to reinforce that message. They have to keep going, and this is what need to be marketers often don't see. They give one consistent message the whole time and they do always on advertising, and that's great, but that is only so effective because it's somewhat robotic, right, and it doesn't take into account like this, that humans react a lot to storytelling, that they react to visuals, that they react to what's going on in their commune Ay and that they're people. They are people. They are not just the buyer of video advertising at an agency where, they're not just the purchaser of crm software. Right. They are people, and if you think about that, you can actually do some really smart things. You can treat things as a campaign, not always on but as a campaign, and say, okay, now we're telling this story. We have a new product and this product matters because of x. We have to tell that story. You know, tell them what you're going to tell them, tell them and tell them what you told them. Totally be Tina. This has been fantastic. I really appreciate you sharing this insight with us. If there's somebody out there listening. I want to stay connected with you or they want to learn more about pixability. What's the best way for them to go about doing both of those things? Well, going to our website, faxabilitycom healing, emailing me directly hind at pixabilitycom Hi, and also text me. We have all of these able S. One, s seven, Sezero, five, seven, seven two. So generous with our knowledge and that's how how...

...we've been customers and obviously all the materials that we publish are out there for everybody to look at, case studies and all of that up, and I'm sure that they can also contact you to make that connection. Absolutely. If you have no luck finding Bettina Online, which I don't think you're going to have any problem doing, go very to reach out to me as well, James and Sweet Fish Mediacom. Make sure to check out fixability, pixabilitycom betina. Again, thank you so much for your time today. This has been fantastic and I really appreciate it very welcome. Thank you again for having to James. There are lots of ways to build a community and we've chosen to build the beadd growth community through this podcast, but because of the way podcasts work, it's really hard to engage with our listeners and without engagement it's tough to build a great community. So here's what we've decided to do. We're organizing small dinners across the country with our listeners and guests. No sales pitches, no agenda, just great conversations with like minded people. Will Talk Business, we'll talk family, will talk goals and dreams, will build friendships. So if you'd like to be a part of a beatb growth dinner in a sitting near you, go to be to be growth dinnerscom. That's be to be growth dinnerscom. Thank you so much for listening. Until next time.

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