• A new direction for this show, sometimes. Experiment. Do what feels good and works. Stop what's not worthwhile. Don't be married to a formula.
• What makes a good podcast episode?
• Why Emily has taken a few weeks off from this show.
• Coming up at the end of this episode: hear this month's top five briefings under three minutes each: a sampling from the mini podcast / weekday Alexa Flash Briefing, Voice Marketing with Emily Binder.
• My top five podcast recommendations:

1. Six Pixels of Separation with Mitch Joel
2. Pivot podcast with Scott Galloway and Kara Swisher
3. The BeanCast
4. Animal Spirits
5. The Compound Show with Downtown Josh Brown
6. Design Driven podcast with J Cornelius, CEO and Founder of Nine Labs

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Overall, the question becomes: How do we connect and organize a variety of communicable assets in a way that meets basic (and reasonable) audience expectations? Jason and Voicify have created a free downloadable guide about modality for brands.

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Emily's guest: Designed in Italy and assembled in Germany, Michele Arnese is a self-driven strategic and creative thinker with a strong entrepreneurial approach. As Global CEO and Creative Director of amp, in the field of audio branding, he's considered one of the world's foremost experts, with clients as Mastercard, Mercedes, Porsche, BBVA, Geberit, BMW, UniCredit, MINI, Triumph, The Linde Group and a range of international awards for his work with amp. Show notes:

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Dr. Daniel Crosby is a psychologist and behavioral finance expert who helps organizations understand the intersection of mind and markets. A New York Times bestselling author, his most recent book is The Behavioral Investor. Dr. Crosby is Chief Behavioral Officer at Brinker Capital.

View the show notes and timestamped topics.

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• Audience segmentation and funnels are the new form of creativity
• We should not limit the word “creativity” to a traditional definition of coming up with the ideas - it’s more than the ideas because it also involves the technical skill and strategizing of promoting the message, which can be done creatively even if it doesn't resemble Mad Men
• The evolution of language: it always changes. Look at Olde English. Old people always dog young people.
• Instead of taking slogans from traditional media and putting them on social ads, reverse it and let inexpensive social advertising inform the traditional ads which are more expensive to produce: 

Case study from Claire's agency Best Practice Media: Buc-ee's Texas road stop, an amusement park/gas station - how Claire’s team is helping Buc-ee's choose effective copy for their road sign using digital.

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Theme music by Audiobrain.

Beetles are protein, not fat. It's time to crawl in. :)

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Similar to what Google Assistant has done, Amazon is now giving customers the option to hear some familiar voices in addition to Alexa’s default voice. Today the company kicked off its celebrity voice program, and it’s starting with Samuel L. Jackson. - The Verge

Enjoy this mini episode! Our regular interview format will resume in January 2020.

Full show notes here.

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Amy Summers is President of Pitch Publicity in New York. Amy launched her company in 2003 and over 20 years her campaigns have resulted in billions of media impressions worldwide. She produces one of the highest ranked Alexa Flash Briefings about PR, management, and communications, The Pitch with Amy Summers.

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Topics:

• What is sonic branding? Why does it matter?
• Sonic branding definition: the art and the science that surrounds the strategic development and deployment of a consistent authentic sound experience of a brand.
• Sonic identity is the strategic and creative alignment of this experience
• Where is a brand heard? Everywhere from podcasts, commercials, videos, to IVR, call centers, jingles, transactions, mobile apps, kitchen appliances, cars and more
• Sonic branding is critical right now because customer experience is paramount. People want to feel emotionally connected to their brands. And they have so many places where they can now hear the brand... when that starts sound disconnected, you are creating a poor experience of the brand.
• Consistent sonic branding elevates the brand, including its visuals
• Audiobrain case study a heart health device: Counterpace (a state of the art sensor that syncs your heartbeat and footsteps)
• McDonald's self serve kiosk sounds - an Audiobrain client
• Emily's story - the in-depth process through which Audiobrain created her custom sonic branding for the podcast, Flash Briefing, and Emily's keynotes and speaking events (executive walk-on, room warming etc.)

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Connect with Audrey Arbeeny:

audiobrain.com

Instagram: @audiobrain_ny

Twitter: @audiobrain_ny

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Timestamps:

03:15 How do we approach voice design from a human centric way that is also good for business?

04:30 Weather skill example - take context about what someone using the skill needs, like an umbrella

05:20 Business might build voice tech or other tech in order to check a box but it’s better to build for the person on the other end

06:00 Don’t ask “What’s our AI strategy?” - steak back and say “What are we trying to accomplish as a business? 07:00 Who are we building for and how can we serve their needs?”

06:20 Create alignment and relevance between the business and people outside it

07:10 Avoid unintended consequences of technology as it becomes capable of such scale

07:35 Google Translatotron and deep fakes: Translatotron translates spoken word into another language while retaining the VOICE of the original speaker. Read more: https://bigthink.com/surprising-science/translatotron.

08:40 Google would now have your voice - what will they do with it? Voice synthesis and deep fakes - the terrifying possibilities (overall: cool but scary)

How we should approach technology such as the Babelfish (Hitchhiker’s Guide) - simultaneous translation that does not lose integrity originating from the sound of your voice. But one step further: there is sampling of your voice that is sufficient for ML (machine learning) and AI to synthesize your voice.

09:30 Companies must govern themselves (e.g. Google)

09:50 Government has a responsibility to regulate privacy and data models

10:40 Kate doesn’t have smart speakers in her home because we don’t have a precedent for protecting user data, she says

11:20 Facebook Ten Year Challenge (Kate’s tweet went viral in January 2019 over the ten year old photo trend next to current photos of themselves) - she pointed out that this data could be training facial recognition algorithms on predicting aging

13:20 We have seen memes and games that ask you to provide structured information turn out to be data mining (e.g. Cambridge Analytics) - we have good reason to be cautious

14:40 "Everything we do online is a genuine representation of who we are as people, so that data really should be treated with the utmost respect and protection. Unfortunately, it isn't always." - Kate

15:00 Do we need government to regulate tech?

16:10 “Ask forgiveness, not permission” is clearly the case with Facebook so why are users so forgiving?

20:00 What does a future social network look like where there are fewer privacy and data mining and algorithm concerns?

Extra info:

Deep fake (a portmanteau of "deep learning" and "fake") is a technique for human image synthesis based on artificial intelligence. It is used to combine and superimpose existing images and videos onto source images or videos using a machine learning technique known as generative adversarial network.

Deep fakes and voice emulation: idea of voice skins and impersonation for fraud:

https://qz.com/1699819/a-new-kind-of-cybercrime-uses-ai-and-your-voice-against-you/

"In March, fraudsters used AI-based software to impersonate a chief executive from the German parent company of an unnamed UK-based energy firm, tricking his underling, the energy CEO, into making an allegedly urgent large monetary transfer by calling him on the phone. The CEO made the requested transfer to a Hungarian supplier and was contacted again with assurances that the transfer was being reimbursed immediately. That too seemed believable."

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• Whether should brands create their own mini voice assistants like Beeb - which kind of brands should consider this? Katherine explains
• The newly announced Interoperability Initiative will strive to ensure that voice activated devices will work with multiple digital assistants like Alexa and Siri at the same time.
• The two camps regarding what the voice-first future holds:
• A) People will mainly interact with just one assistant (see Adam Cheyer, co-founder of Siri Inc.)
• B) We will all use multiple voice assistants
• C) A middle ground of master and mini assistants - Dave explains how Alexa could launch Beeb (BBC's assistant) or Spot (Spotify's assistant) - and Beeb would be the master of that smaller domain / use case, making a better overall experience
• Alexa eventually functioning as an App Store - but for voice
• Plus, how devices like Echo Buds and Echo Frames fit in to a world of mini voice assistants
• What is the potential of Echo Buds to allow us to access web content we have never thought of as audio enabled? 
• Echo Frames could be quite powerful to usher us into a world where the input is pure voice but the output/response is multimodal (visual and audio) - Katherine makes a great point here

Guests:

Dave Kemp, Business Development Manager at Oaktree Products, Inc.

FuturEar.co

@Oaktree_Dave

Katherine Prescott, Founder & Editor at VoiceBrew

@kbprescott

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Brian’s theory:

All products, companies, and brands are a relationship with their consumer. They have defining points as any human relationship does

Show notes: beetlemoment.com/podcast episode 53

TIMESTAMPS:

02:00 How do we build a relationship in which our customer is the hero? (e.g. Storybrand framework)

02:53 All products, companies, and brands are a relationship with their consumer.

03:20 Every purchase is an emotional purchase - neuropeptides

04:00 Every brand has an emotional connection to the people who use their products. Some covet it better than others. This means a narrative is being spun overtly or covertly all the time. See Apple.

07:15 Neuropeptide release of a transaction or purchase - pleasure in the body, your cells will remember this

08:15 Archetypes, introduced by Swiss psychiatrist Carl Jung, are models of people, behaviors, or personalities. Jung suggested that archetypes are inborn tendencies that influence behavior.

08:30 Voice has the opportunity unlike any other one (including film) to create a rich deep emotional lifelong connection with the customer.

09:00 The human agenda is connection

09:55 A voice comes from a person - it’s not a thing - it has a persona

10:25 We instantly categorize anything we hear or see anthropomorphically because of flee or flight mechanism

11:05 Your brand has a voice: who is it? Fashion brand example from Brian’s work

12:05 You need to assign a Jungian or Myers Briggs archetype to your brand

12:30 Your customer is on their own hero’s journey

14:15 The voice of authority is and always will be a female.

16:10 Anthropologically and culturally, the wise woman (hence the archetype) was always the leader of the tribe until western culture labeled them witches

20:15 If a brand keeps us too reptilian we are probably not going to be longterm fans

20:20 It’s not the brand we connect to, it’s the story and its role in our own narrative (e.g. Thomas the Tank Engine)

21:15 Brand expression is to attract members of a desired tribe

22:20 When we build voice brands

Connect with Brian Roemmele:

Twitter | LinkedIn

Connect with Emily Binder:

emilybinder.com | Twitter | LinkedIn

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Echo Buds, Echo Frames, Echo Loop, and more brand new products announced last week will take Alexa to new fields: what does this mean? Brian Roemmele is known as the Oracle of Voice for a reason. Over decades he has predicted so many things that came true. The brilliance of these new products like Echo Loop is about getting Amazon into the castle without fighting for spaces that are already occupied, like the wrist or the pocket.

A big theme of this episode is getting out of the weeds of the technical features like the carburetor or the exact RAM, and instead looking at better ways to get work done. Bigger picture. We are looking at the beginnings of new use cases in brand new paradigms. When you paradigm shift, the canvas is blank, and that’s where we are with voice.

This is Part 1 - tune back in next week to hear more! Subscribe free in your favorite podcast app so you don’t miss it: bit.ly/playbeetle

Read more: Amazon Devices Event, September 2019

Timestamps and topics:

Timestamps and topics:

04:00 Amazon’s patents telegraph the future

04:50 Amazon did not dominate in smartphone, obviously (Fire Phone failed - and at the time in 2014, people overlooked the first generation Amazon Echo)

05:50 Smartphone is an old modality

06:10 iPhone is the iconic smartphone

06:30 What is the strategy to get into the castle? Content and shopping, largest merchant on planet

07:10 Amazon is a retailer not a technology company - this is why Amazon created the voice first experience first

Amazon does not pretend ot be a tech company, they’re a company that produces technology

07:50 They don’t have mindshare yet, and that is key

07:55 What happens with content and mindshare? How does content creation play in?

08:30 Amazon is not going after the smartphone or smart watch (not after the wrist or the pocket

09:10 Products that define new categories must be loved and hated

09:30 “Talk to the hand” back in vernacular with Echo Loop

10:30 Tech companies don’t consider anthropological and sociological impact of products

11:10 We ask“can we?” too often and don’t ask “Should we?” enough

11:45 Brian’s thesis: Hyper Local

11:55 Echo Loop (a ring) is not always on, it has a button. It draws you into the Alexa ecosystem without taking away from Apple AirPods - and that is brilliant

13:20 Future of the voice assistant that you talk to like a significant other

13:30 Done thumb clawing at screen - that is the future

13:50 Echo Frames and Echo Loop are early versions of the ubiquitous voice future

14:20 Near field computing, mid-field, and far-field (open room) - Amazon’s secret weapon over the castle wall was to get in the home (with Echo in 2014) - which became the fastest adopted consumer technology in history

15:10 The tech leap happened organically with consumers from kitchen to living room - Amazon is doing the same strategy again to get people to adopt this in the near field

15:50 People mocked the iPad (menstrual pad?) and look what happened - these products have to be hated or mocked

16:30 iPhone was laughed at because it didn’t have a keyboard. What is past is prologue. We always see the future through the glasses of right nowand the past - always view the future through the rearview mirror: 16:40 We defined the new in the words of the old, e.g.: the horseless carriage, flameless candle, talking pictures.

17:50 Most voice first experts have nothing to do with the technology world, which irritates folks in tech

18:45 Computing is not what it was for the last sixty years, and it will not continue to be what is has been the last twenty - think about this for typing and interacting

18:55 Technology gets bigger and bigger until it disappears (e.g. you don’t talk about your carburetor, you just buy a car that works or Jobs saying RAM doesn’t matter, you will only care what the computer does or accomplishes)

21:35 There are no killer applications for voice. “Apps?” That’s 2D.

21:55 So what are people really looking for with voice?

22:30 "The idea of the app is already gone.”- Brian

23:40 The intimate relationship that technology can and will spawn is the killer app. We can’t see that world clearly yet

24:50 We’re not battling on the grounds defined by prior technologies

25:10 We’ve only seen 4 of the 175 modalities that voice first works in

25:50 Amazon’s brilliance is great utility to an existing ecosystem (Alexa)

25:00 Amazon doesn’t expect Echo Buds to replace Apple AirPods

27:20 Echo Buds isolate noise and incorporate multiple VAs like Google and Siri

27:30 AirPods are a cultural phenomenon about fashion as much as sound- that is why they won’t be easily replaced by Echo Buds

28:05 Brand signaling with AirPods, or whatever product comes next- that is human

28:30 Loop and Frames are wise moves

29:10 AOL move to open AOL Mail to internet mail is similar to Buds move to open to other VAs

29:40 Amazon subsidies for Buds and Amazon Music. Music is a commodity - supplier does not matter.

30:10 When you stream music, that streaming service makes almost nothing (e.g. Apple, Google, Spotify) - loss leader. The strategy is about attention, narrative, communication with the customer.

30:50 See: Prime. Brilliant. Long term relationship.

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Consider what Amazon might not realize: that brands can use voice as a marketing channel to sell directly to consumers - through Alexa and not with sales going through amazon.com. Think about it.

Bob Stolzberg and Emily Binder dug into a great question about where e-commerce is headed: will brands be able to stand as independent ecommerce channels even while reaching customers through Alexa? Will brands really matter in an increasingly AI assisted future? 

What can brands do today to improve customer experiences for shopping and getting information? Also: how voice will impact the future of advertising. 

Plus, you'll find out how you can create a custom skill which lets your customers request a call-back from you through Alexa.

voicexp.com

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Hear about Dani's experience launching Alexa Flash Briefing skills for TD Ameritrade. With apps across voice assistants like Alexa and Google on both on the institutional and brokerage (retail) sides of their business, TD Ameritrade is a leader in voice for the banking category. And as Director of Innovation, Dani is leading that charge!

Plus Dani shared one financial advisor’s emotionally moving story about how the TD Ameritrade Alexa skill empowered a longtime client to once again feel control over her finances through voice.

Full show notes coming soon!

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Click here for Part 1

We also answered a top question among marketers: how do you overcome discoverability challenges with early voice to get your Alexa skill found? 

Friendly reminder: please mute your Alexa device before listening.

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SHOW NOTES:

1:05 Flash Briefing - a consistent way to engage your customers. Beats a silly CEO email no one opens. This is a better company update.

2:00"I want to engage and connect on a human level”

Cross modalities to drive enagements

2:45 Teri Fisher podcast: using SEO to share and promote all his Flash Briefings. Put all the briefings onto a blog. This is how to harness Flash Briefing across modalities and web as well as helping your SEO. 

3:20 You offer customers value. You must give. Pippa is a good tool to get your briefings embedded into your site with a simple widget which is also search-friendly (thanks for sponsoring our show, Pippa!)

4:00 What do you see coming down the pike as far as interaction within Flash Briefing? How do we move from passive to interactive, if we do at all - in voice experiences?

4:30 Dave: I’m a product person. I love consumer devices. I feel strongly that you want someone to get a new idea or understand how something will work, it must be a physical product. That was Echo. People want devices that work with Alexa. That customer sentiment has evolved - the future will be similar. 

7:50 Alexa Conversations

8:00 The future of voice

8:20 We as humans don't think in terms of TASKS but in terms of scenarios, ideas, and things we want to get done (REmars example)

9:35 Burn ur current ideas down. AI will help. Existentialism. 

11:00 There is no killer voice app. The killer thing is the relationship and context with AI. Like a long friendship - it’s not any one aspect that makes it meaningful, it’s the entire relationship. 

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Dave and Emily talked about why voice is a departure from previous technology (leaving Tap, Type, & Swipe - entering Voice First) and how you can harness Alexa to learn more about your customers. Plus: how you can use voice as the ultimate frictionless up-sell. 

Full show notes and web player here

We also answered a top question among marketers: how do you overcome discoverability challenges with early voice to get your Alexa skill found? 

Friendly reminder: please mute your Alexa device before listening.

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SHOW NOTES:

2:05: Dave has worked in web and mobile for decades: what is different about voice?

3:40- “Voice cuts across all industries. From finance to CPG…” You’ll see people talking about voice in finance, then doctors and healthcare professionals about what does voice mean for patient care? And you’ll see others ask what does it mean for shopping and pay? Brand ask what it means for them and customer?

3:32 “Every technology I’ve ever talked about has always had training, we had to teach customers how to do this first before they can tell us what they want.” - Dave

Dave Isbitksi, Chief Evangelist, Alexa - Amazon

4:00 There is no learning curve with voice: it’s natural for everyone to speak

5:54 Inclusivity:

It’s not about how well you can code, it’s about how well you can converse

(Dave mentioned this in his keynote at VOICE Summit 2019)

7:10 The marketer’s bottleneck with IT - this is less a problem with voice (Emily)

7:50 Ruder Finn / PR Week event where Dave made a point about organizational education about voice - how it’s not really new but is easier:

8:30 “There must be a doc somewhere in your organization that can help you with voice” - a group is still responsible for teaching new tech (like with cloud) but getting people up to speed now is much easier

9:40 Alexa can learn easily - these are just restful web services passing JSON across SSL request - which we are already doing on mobile. It calls the same API. The magic is that Alexa is taking normal human language and figuring out which function to call, vs you hitting a button or tapping a screen to trigger that call.

10:25 Alexa stands on the shoulders of all the tech waves that came before

11:00 Let's have a discussion about your customer who engages not in a silo but on phones, tablets, social, and other on-ramps

11:10 Alexa Skills Kit enables you to teach Alexa how to have a conversation about things. “Set up parameters of a conversation our customers have with us.”

11:45 Alexa Voice Service is why you see Alexa in cars, radio services, Windows desktop, and other mobile devices

12:30 Upsell- with voice, this is the moment where your customer essentially already has their money out (movie theatre popcorn and Coke analogy). They’re already logged in. Brands can use their own POS like Domino’s does, or Amazon Pay - so it’s just very simple and natural in the moment to get an additional sale

13:00 The real difference with voice is being in the moment. We process sounds differently than other senses - it is in real time

14:00 Carl Jung reference - the subconscious collects 11 million but we can only process about 40 things in our conscious despite thousands of inputs coming into our brains at all times

16:00 Four years ago, Dave said "Get in early now to figure out what people are asking or saying"

16:42 Discoverability: how can marketers get their Alexa skills found?

17:00 When you first launched your brand's mobile app what did you do, just submit it to the App Store or Google Play? No! Let customers know it's there and why it's faster or better.

17:20 Banking app example - when it went mobile customers would choose that bank for its ease of use

17:50 MyFitnessPal Alexa skill - track calories by voice (Dave found out about it through another marketing message on the mobile app)

18:40 Remember that customers are multimodal - silo launches don’t work

19:00 If you already know the top three things your customers do on your mobile app (via analytics), those are your three functionalities to start with in voice

20:00 Reviews - flywheel of customer feedback on Alexa skills for usability studies

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Christine experienced poverty at a young age and realized that education was the way out. She attended Columbia for undergrad then for business school, having graduated this past May.

• Xipi will provide micro-lessons in five minutes or less to teach financial concepts through reading, video, or other forms of content - a voice component is coming soon
• Beta launch in November 2019
• 06:00 Gamification is a big part
• Accessible language
• 06:25 People with low levels of financial literacy rely on friends, parents, or friends to learn about money
• 06:40 40% of Americans do not have $400 on hand for an emergency expense. They often rely on payday loans to cover costs, which puts them in an even more grave situation with extremely high interest rates.
• 07:30 You see friends living their best life on Instagram but probably don't realize that 70% of young adults (people under 30) are receiving financial aid from their parents

Connect with Christine Concepcion and Xipi:

Instagram: @GetXipi

Xipi Team: https://getxipi.com/team

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Neuro-Linguistic Programming and Voice Marketing, Communication, and Language

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Show notes:

• 02:25 “NLP (Neuro-Linguistic Programming) is collection of practical techniques, skills, and strategies that lead to excellence.” -Corina
• NLP helps businesses align their values and organization to build rapport with clients and staff and better understand needs and motivations of their customers
• 03:45 Effective questions lead someone to the answer they may already have
• 04:10 Language matters - how we communicate and interact with ourselves and others
• 04:30 NLP helps us understand how the brain works: how do we process information on the inside that comes to us from outside events or experiences? The internal representations we make about an outside event are not the event itself.
• 05:00 What does it mean if your boss gives you more work than your coworkers? The internal representation (processing) is not necessarily the reality of the event.
• 06:00 How do we create the thinking we have? Where are customers, clients, and staff coming from in specific situations?
• 06:20 How do we get someone to want to buy something?
• 06:40 Everyone has a pain or need. A business tries to solve it. But everyone sees their pain differently.
• 07:00 Car buying example: do you see, hear, or learn about the car by grasping it?
• 07:20 Visual, auditory, or kinesthetic apply to a buying decision - are you applying these across messaging to align with your customer?
• 08:00 Mismatch of enthusiasm and energy (current model of someone’s world) is jarring and can ruin a sale or negotiation
• 08:40 We are hardwired to mirror each other - this helps
• 10:00 With Alexa skills or Google actions and other voice apps brands need a consistent, holistic sonic identity to match the rest of their positioning
• 11:00 NLP 4-Mat System:
• The basic premise of the 4-Mat system is that we all have different learning styles. Some people are motivated by Why? questions. They want to know why they are listening to this talk. Others by What? questions; they want information…and probably lots of it! The How? people want to get on and do an exercise, get their hands on it and try it. Then there are the What if? people who want to know how this material applies to their life, workplace or environment.
• 12:10 The Charisma Pattern plays on kinesthetic, visual, and auditory pattern) - with a voice skill, how do you create a feeling or experience with the way you speak?
• 13:20 Corina demonstrates slowing down and dropping her voice- like the recommendation for the late night FM radio DJ voice from Never Split the Difference by Chris Voss (highly recommend this book! Click here to order on Amazon.)
• 14:02 People will tell you their primary representational system if you just listen to their language - pay attention to predicates and verbs people use
• 14:45-16:04 Corina asks clients their vision for an experience she will create with Brand Besties - she listens for their predicates to find out if they are visual or kinesthetic so she can close the sale by speaking their language, e.g. “Picture this…” vs “How does this feel?…”
• 16:20 Feeling predicates

Connect with Corina Frankie:

Brand Besties - Event Staffing and Promotional Modeling Agency

NLP - email corina (at) corinafrankie (dot) com

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Dave and Emily talked about ambient computing from Alexa to wearables to the connected car. And interestingly we touched on the dire need for curated content to replace the noisy and overwhelming experience of social media today. Plus, hear how Alexa Flash Briefing might be the first iteration of that improved content experience.

Topics:

• Hearables including AirPods and competitor products such as Samsung Galaxy Buds, Pixel Buds, Microsoft Surface headset
• 5:10 Amazon hearables in late half of 2019 (competitor to AirPods)
• Apple's new H1 chip in v2 AirPods shows that Apple is dedicated to AirPods for the long term (beyond using the W1 chip from Apple Watch), now AirPods have their own chip architecture just for hearables
• First application is "Hey Siri" activation (no tapping required)
• 7:10 Bret Kinsella helped people visualize importance of the smart speaker as training wheels, a conditional device to make people comfortable with the voice assistant, offloading smartphone related tasks to VAs. But hearables are really riding the bike.
• The near-field voice assistant is key (smart speakers like the Amazon Echo and Google Home and Apple HomePod are far field)
• 9:00 We have to recognize there has been a dramatic behavioral shift since 2016
• It has becomes socially acceptable to wear in-ear devices all the time
• 9:20 Form factors are developing: earrings (fashionable hearables) and Bose AR frames with speakers near the ear could be the future
• 9:40 Hearing aids as a form factor allow for usage that is super discreet - moving away from stigma today and to all-day usage
• Passively consuming content while synced to digital environment - all day usage is plausible
• 10:30 Emily's Bluetooth headache - how can we minimize exposure to EMFs from a health standpoint?
• 11:00 AirPods case could become the receiver vs streaming content from phone to AirPods. Content could be housed in the AirPod case and streamed in a lower bandwidth from the edge vs the cloud.
• 11:20 Outfitting our bodies with technology - what are the health implications for heavy EMFs? TBD…
• 12:25 Flash Briefing and passive consumption of content
• Flash Briefing is such a gem
• Dave’s Flash Briefing is his daily blog post on futurear.co then the briefing is a 60 second tease about the blog post (a promotional vehicle to his blog post)
• Flash Briefing should be the star of the smart speaker - such a powerful use case
• 14:00 This is the precursor to audio social media, consuming on demand the content you want to consume from your favorite sources (curated feed)
• Amazon should be featuring Flash Briefing more but now it's relegated to the Settings area of the Alexa app
• How can we put the Flash Briefing idea on other platforms?
• 15:15 We are so overwhelmed with social media- what if you could Google Reader / RSS all that content?
• Ways to better curate your attention and cut out the noise
• We love Twitter but it requires so much parsing - what does the future hold and how can voicefirst make passive content consumption better?

Get in touch with Dave Kemp:

• Twitter @Oaktree_Dave
• Futurear.co
• FuturEar Radio - Flash Briefing on Alexa

Thank you to our sponsor, Trinity Audio. I added the Trinity Audio player to my blog on beetlemoment.com and within two weeks I saw a 16% increase in my engagement rate. Anyone with a website can add the FREE Trinity Audio player to your text with one short snippet of code. 

It’s a win-win for content creators and site visitors. Meet your audience where they’re headed: a voice first world. 

Visit trinityaudio.ai

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This is about integrity and hopefully serves as a conversation starter. Let’s openly discuss these things so we can create a better place for everyone, from users and customers to developers, brands, and content creators.

Connect with Melanie Scroggins:

melaniescroggins.com

LinkedIn

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TOPICS:

• Ben runs professional sales for Blue in North and South America, has been with Blue ten years
• He handles B2B business, distribution, and educational sales
• How does Blue differentiate in the microphone industry?
• Blue’s unique history (very music focused, podcasting has been recent)
• Started as a high end microphone company (many of their mics are still $6,000-$10,000)
• Took premium sound and made it affordable (see their podcasting mics)
• Blue’s marketing stands out - fun names like Yeti and Snowball
• 4:34 Story: Snowball was originally called Softball - founder story
• Softball (Snowball) was built for GarageBand, per Apple’s request- a simple USB mic
• Founder Skipper turned them down
• Emily used Snowball on her first podcast (throwback: The Digital Dive Podcast)
• Blue Microphones are the #1 SKU on Amazon for Music / Musical Instruments (these mics are not in the electronics department)
• Hear about podfading (half of podcasts fade after 6 episodes) in Emily’s episode with Phoebe Mroczek
• 8:10 Emily asks: are people ready for a more passive media experience (e.g. podcasting and voice - audio content) due to social media overload?
• "Half the picture is sound" - George Lucas on the importance of audio in film
• High quality audio is paramount for communication and marketing
• Bad audio on YouTube is worse than bad visuals
• Blue was acquired by Logitech for $117 million
• Ben is seeing a trend of XLR mics, not just USB mics (XLR is used at major music recording studios)
• If you’re paying for an expensive computer and Alienware, it makes sense to upgrade your audio too
• Video games are part of his market - gamers are buying nicer mics
• Joe Rogan uses a broadcast mic
• People are spending more money on higher quality mics

Instagram: @bthompkins, @bluemicrophones

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Show notes:

• The 85+ age group is the fastest growing. There are more people 65+ than under age five. This is a huge missed opportunity for brands not talking to the 50+ cohort.
• 60 million U.S. adults are between age 50-70: lots of spending power
• Peter Pan syndrome in advertising world
• Wendi has been in DRTV since 1997 - and it's a lot of selling to women
• 07:23 We are not data driven only because of the digital age, DR has been data driven since long before there was digital
• 07:30 It has always been women purchasing on TV and in retail so why aren’t we honing in and speaking to them more?
• Marketers are not reaching mature consumers effectively mainly because ad agencies skew so young
• 9:30 Too many marketers assume people watching CNN are on their way to assisted living
• 9:50 Programmatic - ad fraud - billions wasted per year
• 9:55 Voice is the future - voice is natural for all age
• 10:25 What should marketers do to reach the 50-70 group with voice?
• 10:55 "I've fallen and I can't get up" - famous ad was original voice technology - necklace to send help
• 11:53 As people become elders they need voice to contact loved ones and order prescriptions
• 12:10 Bezos - Amazon pharmacy play - smart
• 12:20 Voice for assisted living - ideas where older people will understand and use the technology
• 12:50 Voice is even more intuitive than an iPad, but who is the teacher? This matters.
• 13:15 50-70 year old market who are thriving - Flash Briefings for this group would be great (Wendi will create one)
• 13:55 How do you market your Flash Briefing? The challenge here is widespread for all ages.
• 14:50 As soon as you are able to create content you can drive people to a destination (e.g. Wendi put the first URL instead of an 800 number in a commercial)
• 15:15 A TV commercial to drive awareness of the 60+ Alexa skill would work - Wendi feels this is necessary to bring mass awareness to voice
• 16:00 Super Bowl ads about Alexa
• 16:10 "Go get the Alexa skill" is the new download the app or visit the website

5:11 Wendi is a consultant for the mature audience because brands get it wrong

Ad agency ageism stats via Ad Age:

• In 2017, the majority, or 63 percent, of workers in advertising, public relations and related services were under 45 years of age, according to the Bureau of Labor Statistics. 
• The median age in the category was 39.2—roughly the same as a decade earlier. (By comparison, the median age in accounting, including tax prep, bookkeeping and payroll services, was 45.) 
• Broadly speaking, age bias accounts for nearly a quarter of overall complaints against employers.

Here are some great Alexa skills for seniors from Heidi Culbertson's company Ask Marvee:

https://askmarvee.com/alexa-skills-public/

Get in touch with Wendi Cooper:

wendicooper.com - Speaking of Age

https://www.facebook.com/cspottalk

LinkedIn - Wendi Cooper: https://www.linkedin.com/in/wendicoopercspottalk/

YouTube: Wendi Cooper: https://www.youtube.com/user/cspotrundirect

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Topic: Podcasting business

• Podfading - but the overall mortality rate or “podfade” comes in at a remarkable 50%
• Unbecoming Podcast
• New To (Austin) Podcast
• Emily's Alexa Flash Briefing - Voice Marketing

Phoebe Mroczek

In the news:

Woman to Watch: Phoebe Mroczek

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Topics:

0:50 Network Spinal Analysis (NSA) - recommended by Tony Robbins: "NSA was created by Dr. Donny Epstein in the 1980s. It's deceptively simple yet profoundly effective. NSA practitioners lightly touch certain parts of your spine to release tension. By releasing that tension, energy is freed up, which the body uses to increase flexibility in your spine and, by extension, your nervous system." Read more: Tony Robbins Says This Little-Known Therapy is One of the Most Powerful Sources of Transformation He Has Ever Experienced

"At its core, NSA is an elegant hack to help you reorganize your body and mind, making you more physically and mentally flexible and resilient. It's like a software upgrade for humans." - Sounds great, right? It didn't really work for me.

1:30 Pricing model as presented to customer: 25% discount for paying month-to-month (instead of by the session), or 30% discount for paying for all six months at once

2:10 Pricing policy is a retroactive price hike if you discontinue before hitting six months

2:35 An agreement requires consideration (both parties signing a contract). It later turned out an office assistant mistakenly forgot to present me with the contract. This indicates disorganization, a separate issue.

4:52 "Be impeccable with your word" - one of The Four Agreements

5:00 Make customers feel they can trust you

5:10 Don’t forget to reduce customer anxiety at ALL points in the customer journey, not only pre-purchase but also post purchase. Retention marketing is equally important. Remember, it costs on average 10 times as much to acquire a new customer as it does to keep a current one.

5:22 Packaging (one of the 4 Ps) - package nicely to instill post-purchase satisfaction (great brands like Apple have always understood the power of packaging). In a service oriented business, everything about the service experience is essentially packaging, from your office environment to your communication style to your emails and online scheduling tool.

5:55 Marketing doesn't end after the cash register closes

6:10 Satisfaction guarantees and pricing model must be consistent

6:40 Keep your business reputation healthy - this is a priority because local businesses live and die by reviews. Nickel and diming or displeasing customers to scrape extra money out of a transaction is just not worth it nowadays when anyone can post an online review. Plus, having to do this is a sign that your product or service is lacking. Fix that instead of toying with a tricky pricing strategy.

The outcome: we parted ways amicably and I got a full refund, after 2-3 weeks of back-and-forth. This was an unnecessary waste of time. I have no ill will toward the doctor here. However I wouldn't recommend her practice with the current pricing model.

I made a podcast out of this not to complain or be negative, but to draw a lesson and point out the business takeaway - because that is more interesting and overall productive and positive. NSA is quite effective for some people and I wish them well!

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Topics and timestamps:

• Privacy - Amazon Alexa - is she recording?
• Amazon Echo Show 5 announcement - new features, especially for greater privacy and user data control
• When is Alexa recording vs listening?
• How do I control my privacy settings on Alexa?
• 3.10 This privacy dialogue is healthy - it improves voice assistants for consumers
• Echo Show 5 has a new camera shutter and the ability to say “Alexa, delete everything I said today”
• 4.20 Alexa app is not the focus
• 5.00 Discoverability is the ultimate challenge
• 5.05 It’s called the 5 but this refers to the 5.5 inch screen - is same as third gen echo
• 5.10 Why the Echo Show 5 is such a big deal - compelling land grab for affordable smart display space
• 6.10 Like the shift from radio to TV, third party Alexa skills will improve dramatically because of multi-modal
• 10.04 Will smart display pave the way for advertising? Banner even? Less intrusive than voice? Alexa diplsay ads?
• 10.50 Emily: sponsorship and brand preference will be paid for - that will be the advertising, unlike previous digital like banner ads or PPC
• 11.30 Katherine: Tech giants are shifting toward privacy as a feature
• 13.15 Business model and alignment - Amazon, Apple, Google, Facebook. Great point from Katherine.
• 14.02 Google's pitch: we provide free services and collect your data.
• 14.27 Think of privacy in broader context - we are in the early innings of voice 

Sources:

1. Echo Show 5: https://www.techradar.com/news/amazon-echo-show-5-everything-you-need-to-know
2. "Buried in this morning’s Echo Show 5 announcement are a couple of new security features worth highlighting. In addition to the inclusion of a built-in camera shutter on the new smart display are a pair of Echo  commands that let users delete voice recordings with an Alexa command." -https://techcrunch.com/2019/05/29/amazon-adds-alexa-delete-what-i-said-today-command/

Get in touch with Katherine Prescott:

Twitter: @kbprescott

Instagram: @voicebrew

Voicebrew.com

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Upcoming Event:

Join us at VOICE Summit 2019! Phoebe Ohayon, Audrey Arbeeny, and Emily Binder speak July 25, 2019 on the Sonic Branding panel. See more: Emily Binder - Speaking.

Mentioned:

Auping Bedtime Skill (Google Action - Dutch version):

On October 24, Google launches the Dutch version of voice assistant Google Home. For this smart speaker, which can instruct the user and ask questions, Dutch bed manufacturer Auping developed a so-called 'Google Action'. Auping has developed this Google Action together with voice specialists from Mindshare and Greenhouse Group Conversational .

The soundscape

The story is being narrated by Birgit Schuurman, a famous Dutch actress and singer, who also narrated the Auping commercial. Not only did this create a great connection to the commercial, but she also turned out to be a great fit for this story. A warm and pleasant voice, perfect for narrating a children's story.

-https://www.themarketingtechnologist.co/auping-bedtime-story/

Connect with Phoebe Ohayon:

• LinkedIn
• voicebranding.ai

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We talked about how the drivers of economics and business are sending Facebook in the same direction AT&T was sent. Topics include:

• Classical Economics
• The Network Effect
• The Monopolist's Demand Curve

When it came to AT&T's breakup in the 1980s, it was not just the new technology that mattered, it was the business opportunities created at that moment. Capital investment and risk taking and entrepreneurial activity that resulted happened at a very large scale.

Timestamps:

3:15 How Robert got involved with software in 1976

4:00 2 GTE software project the theory of the firm monopolist's demand curve

2.40 Robert's project with GTE Automatic Electric, which operated specialized telephone networks. At the time AT&T operated all the wires and owned all the phones. People leased their home phones from AT&T.

The deregulation in 1985 of ATT opened the door for cellular networks and led to what we have today; this is a hugely complex topic. But we discussed a few aspects. 

6:00 The Theory of the Firm

6:15 In a competitive market, no individual company can control price; they price based on supply and demand

6:43 The Monopolist's Demand Curve

7:09 Martin Shkreli and high cost drug monopoly- ‘Pharma bro’ Martin Shkreli sentenced to 7 years in prison — says, ‘This is my fault’

9:20 AT&T was a monopoly but they made more money by charging less - not gouging customers even though they could

10:00 Facebook is the greatest deal in advertising but is quickly increasing in cost

11:02 The power of monopoly is a street that cuts both ways for Facebook (privacy issues, scrutiny)

11:20 Most users don't realize Facebook owns Instagram or that user data is the product - the model is much more complex than AT&T's monopoly

12:20 In the 1930s people realized that if the telephone system was to grow, they would need to employ an inordinate amount of humans to man the switches - not scalable

13:20 Was there skepticism about technology like the telephone like there has been for the PC, the smart phone, email, and now voice technology?

13:50 Long distance calls were expensive

14:15 New technology, when scalable and affordable, can be adopted readily and becomes quotidian

14:30 The Network Effect (the value of a network increases to a power of two with the number of connections) - exponential growth

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On average, 150 times a day consumers experience purchase moments, research moments, and discovery moments, just to name a few. How can marketers be sensitive to these moments in the buyer journey to make our messaging more effective and less interruptive? How are brands from tires to cookies taking advantage of micro moments?

Micro-moments are small occurrences throughout the shopper journey during which consumers are ready to act. Google narrows these moments down to four key categories:

1. want-to-know moments
2. want-to-go moments
3. want-to-do moments
4. want-to-buy moments

How do you market to consumers in a way that takes advantage of these moments in the buyer journey?

Timestamps:

2:00 It’s the small occurrences in the consumer journey when they’re ready to act - get into your customer’s mindset

2:15 The four types of micro moments, according to Google 

5.23 Incorporate into your strategy: the micro moment

5:30 80% of mobile use in evening

6:00 Content shock: consumers are bombarded by information (we spend 4.7 hours per day on smartphones)

6:40 Seasonality - tire brand example and micro moment search terms

8:05 Serve the need the consumer has based on search and context - even with PPC basics

8:38 The want-to-know moment

8:55 Oreo marketing with Game of Thrones: embossed cookies for each GoT house, and on Twitter: #GameOfCookies #ForTheThrone

10:15 Game of Thrones Oreos

10:30 Sunday Scaries - Instagram phenomenon #SundayScaries

11:30 Production value is less important than quality and sensitivity to the moment in the buyer's journey

12:20 Guardian looked at shiny high production value videos on IG stories and return on effort wasn’t as high, so went for a lo-fi approach which worked better. "Lean into the culture of the internet." Source: The Guardian finds less polished video works better on Instagram Stories

13:15 Why lo-fi posts were more popular - on Instagram, people are looking for their friends, so brands who look that way blend in more and seem more natural

About Melanie:

Digital Marketing Strategist Melanie Touchstone helps fast-growth businesses develop and expand their brand presence through strategic, inbound marketing. Having spent over a decade working closely with the innovation ecosystem, Melanie has unique insight into the needs of early and middle-market companies. She specializes in brand and channel marketing.

Connect with Melanie Touchstone:

melanietouchstone.com

Twitter: @MelTouchstone

Instagram: @TouchstoneMarketing

Pippa:

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Early voice-enabled ads like Unilever’s AXE ad on Spotify hint at the wide open space for a new, frictionless way to access sponsored content or helpful information from a brand.

Click here for full show notes.

Spotify’s feature, which debuts today, will only work if the person listening has their microphone enabled, the company says. A listener saying “Play now” when prompted by a specific AXE audio commercial from Unilever will cause the streaming service to play a curated playlist from the brand (which come with commercials). Afterward, the mic is turned off, Spotify says. -AdAge, "Spotify debuts voice-enabled audio ads with Unilever"

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Why Daniel has the #1 Alexa Skill for search term “Instagram”:

“Others are doing similar things [marketing tips for small businesses] on Instagram, but no one was doing it on Alexa.” -Daniel Hill

1. Length - 10 seconds, 90 seconds, or 3 minutes? Don’t waste time on your intro and outro. Use markers. (Emily uses Pippa - click here for a $25 Amazon Gift Card when you sign up for a year of audio hosting). Include sonic branding - be consistent.
2. Schedule / cadence - how often to publish your Flash Briefing? Make a commitment. How many days per week? 5 weekdays, or all 7 days? Should you publish on weekends? Whatever you do, be consistent and let listeners know what to expect. Listenership for Flash Briefings diminishes on weekends but you may want to post at least one or two weekend posts for the ones who stay engaged (Daniel). Consider a weekend edition (something short and simple). Survey your listeners: Daniel used a Google Form, created a bit.ly link to it, and announced it on his briefing - and he gave away an Echo to incentivize listeners to take the survey. Batch record - don’t leave this until the night before (Emily). Daniel: Fresh news briefings require recording daily most of the time. Consider recording early after the gym or whenever you feel most energized. Listeners can hear fatigue in your voice.
3. Content: what to talk about? Daniel: It has to be newsworthy. Emily: Don’t be obvious and basic. Don’t make a briefing about something basic. Add value: “What do I know that other people don’t?” And add your take on the news you share. INSERT - HERE IS A SAMPLE OF NEWS AND EMILY’S TWO CENTS: (Why: this demonstrates authority and subject matter expertise).
4. What to name your Flash Briefing: Daniel: Look for a name or word people are talking about. Capitalize on popular search terms because this platform is so uncrowded. Emily: Look at Google Search Trends or Amazon’s list of top product searches. https://twitter.com/emilybinder/status/1117167808851382274.
5. What’s the point of your briefing? Emily: Public speaking should make your audience feel something, remember something, and do something. Look at your briefing as a body of work over time. You need a central theme or idea that is the backbone of all your content. Daniel: Make a Flash Briefing that is niche: example: not just fishing, not just deep sea fishing, but Sustainable Deep Sea Fishing!

Show notes here

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Show notes and timestamps:

What is an Antipodean?

01:41 Discussing voice and Michelle’s clients: what are you noticing with recent briefs?

02:25 Brands are interested invoice but unsure where to start

02:40 Some agencies are jumping in head first

04:15 Brands must start somewhere: they should start small with voice marketing and smart speakers

04:50 Consider voice or AI within chat bots or retail where people will spend more time

5.08 Find contextual places where customers really interact

05:14 Is it worth doing a single use or delightful skill or should skills be intended for repeat use?

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Email marketing

Social media

Design, graphics, and what works

Personalize messaging

Keep it simple - black and white can beat flashy design and color

Interview with Melanie Touchstone

http://touchstonedigitalmarketing.com/

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2:20 Skip the weather and generic pleasantries: personalize

2:40 Sample introduction request to Susan

3:02 It’s okay that it’s one-sided sometimes

3:15 Don't sound entitled 

3:37 People love the power of saying “no"

4:05 Book: Never Split the Difference by Chris Voss - negotiation (thanks for the rec, Mitch Joel)

4:44 Give them an OUT. Include two things: 

1. A copy/paste blurb about you so they don’t have to write it
2. An easy out

5:17: The easy out: “I would appreciate the intro if possible but if you can’t, no problem and thank you in advance.”

5:34 Don’t seem beholden to the outcome and no one will feel trapped. Give everyone room to escape. Then they’ll feel better about not escaping.

5:45 Realize that you called in a favor (whether you are the requester or the introducer)

6:30 This is a withdrawal from a relationship bank account for the requester and for the introducer  

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• This week I’ll be on Bradley Metrock’s show, This Week in Voice, which should air February 1, 2019
• If you’re in Atlanta, come to the Atlanta Interactive Marketing Association (AiMA) event on February 6, where I’m moderating a panel about voice technology with Kesha Williams from Chik Fil A (she was the main keynote at The Alexa Conference), plus speakers from Home Depot and 360i: How Voice Will Disrupt the Buyer Journey - Innovation Series presented by Nebo Agency
• Next podcast appearance: Alexa in Canada, the Voice Experience with Dr. Teri Fisher. This will air the week of February 11.
• Social Media Week Austin: #SMWATX Feb 19-22, I’m speaking about voice marketing. Date and time announced Feb 11.

Show notes:

• CPG and FMCG especially need to pay attention to the updates in Alexa: ISP (in-skill purchasing) just got a facelift in the Developer Console, making it easier to upsell. This is just getting started.
• Skills with very high conversion rates for upsell to premium version (34-50%!): Big Sky (weather) and Escape the Airplane (game)
• Voice in the car - HUGE opportunity (car is faster growing and has 60% higher MAUs than smart speakers)
• Today is like first gen iPhone: you can't multitask - only one app at a time
• Where we are with skills now: you can only do one thing at a time
• This will improve
• Voice is for EVERY brand
• Typing is unnatural, awkward, and slow. We are computing in computer-ese. Let's talk. We can speak and process so much faster than we can talk or read.

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Why A.I. isn’t the best term, but curated intelligence is more apt.

Intent matters. Focus on solving one particular customer problem at a time.

Mentioned:

Domino’s AnyWare

Betty Crocker Alexa Skill

The Alexa Conference 2019 (read Emily's wrap-up and see photos and videos)

Voice Summit 2019

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We spend major ad dollars on the duopoly (Google and Facebook) with Amazon a distant third. Those ad dollars will shift.

Telenav announced that it is integrating Amazon Alexa into its automotive navigation system offering.

1.0:

The voice assistant we know today will be so much smarter tomorrow. 

Your shadow, your assistant:

The voice assistant will be every person’s personal assistant, their shadow, their life historian and documentarian. It will mitigate our drudge work for life admin tasks like errands and comparison shopping. It will save us all kinds of time. I hope we use that time well.

What won't change:

We are at the mercy of an algorithm today: many ecommerce retailers live and die by SEO on Google and on Amazon. Tomorrow our brands will be at the AI's mercy. The data will be richer, the algorithm more complex.

This idea of the future is not radically different from the game we play with search engines today. You bid to be at the top based on a user’s query, or you work on your content to rank high organically.

The same process will happen but with less screen, and more anticipation of the user’s needs or next purchase.

When the assistant recommends a product, it will try to match to the user’s needs, history, and preferences. Google does this today with search results. Your website gets rewarded for relevancy. Everyone tries to game the SEO algorithm but ultimately if you have great content that solves the searcher’s problems google knows it and ranks you higher. There is no silver bullet.

Tune in next week for episode 28: my upcoming interview with Jon Chu, an expert in voice first ecommerce and retail.

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1. Social media - tech companies and their manipulation-based business models
2. Voice marketing - smart speakers are the automobile in 1903

Facebook (including Instagram), Twitter, and LinkedIn: the revenue models are based on manipulation through constant feedback loops that surveil users (the product). This is the new fast food.

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Hear or watch Part 1.

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We talked about marketing on Instagram, influencers, and what works and doesn't work on Instagram for building an authentic brand and educating people about health.

Hear bonus content: part 2

Video here

3:18 We don’t throw just any picture up for the sake of having content

3:40 Goal on IG is to educate

4:20 KetoLikeJamie - personal brand

6:00 Overcoming self-consciousness and being really honest - imperfection is okay

6:26 How do I market my brand with influencers?

6:52 What works when it comes to influencers?

7:32 We want to pay for someone who stands by our brand, uses our product daily, is into the natural lifestyle

Follow Wild Foods and Jamie on Instagram:

@WildFoods

@KetoLikeJamie

Jamie's YouTube channel

Learn more about Wild Foods

Subscribe to this podcast on Apple Podcasts here.

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Brielle Nickoloff is a Lead of Voice User Experience Design and Research at Witlingo, a Washington D.C., based startup that builds products and solutions for Voice First devices and platforms, such as Amazon’s Alexa, Google’s Assistant and Microsoft’s Cortana. Brielle earned dual Bachelor’s degrees in Linguistics and Neuroscience at the University of Colorado, Boulder. Much of Brielle’s research in the space began with a closer look at the ways one’s emotional reaction to a voice interface is notably more inflated than reactions to other types of user interfaces. She loves to design for maximally accessible and minimally intrusive technology by leveraging the beauty of natural human language.

Voice Marketing Presence with Castlingo

Attend the Alexa Conference January 15-17, 2019

Follow Brielle on Twitter: @ElleForLanguage

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Full video interview here.

This is part 2 of my interview with Melanie Touchstone, Director of Digital Marketing for the Metro Atlanta Chamber. Listen to part 1 here.

Read more about this story from NPR.

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Interview with Melanie Touchstone, Director of Digital Marketing for Metro Atlanta Chamber

• The Digital Dive Podcast 2010-2012
• ATL Brand Box: http://atlbrandbox.com/

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I interviewed KiKi L'Italien, CEO & Creative Technologist, about Voice Marketing with Alexa Flash Briefing.

Topics:

1. How are you using voice for marketing? For yourself, #assnchat (Association Chat), or your clients?

2. What do you see being the biggest ways voice tech will impact marketing and business?

3. The popular stat is 50% of searches will be screenless by 2020:

What can brands and marketers do now to prepare for how prevalent voice search will be?

3. What are your favorite Flash Briefings or Alexa skills?

Mentioned: podcast about microphones on the bus picking up coughs to measure sickness in a region - I cannot find this - I thought it was on VUX World but now unsure. Agency and interviewee was in Kansas City... will update if I find.

Get in touch with KiKi:

IG & Twitter @kikilitalien

On Alexa: Association Chat News Flash Briefing

https://associationchat.com/

https://www.amplifiedgrowth.net/

This is episode 20 of the Beetle Moment Marketing Podcast.

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You can watch the full interview here.

COMING SOON: Tune in next week for my upcoming interview with Kiki L’Italien about Voice Marketing with Amazon Alexa.

Topics:

1. What's the resistance to marketing oneself for most people?
2. Why do women in particular resist "marketing" themselves at work?
3. I notice women being modest on their resumes/cover letters (e.g., "worked on team that created" rather than "created"). What advice would you give a woman who thinks she's not truthful or bragging when speaking boldly?
4. Can personal aspects enhance the professional brand? Should they?
5. Self sacrifice and giving to others is a feminine ideal, but many women compete with one another at work. Why is this?

• See my other career advice videos: http://bit.ly/careervideoseb
• Consult with me: https://beetlemoment.com/
• Follow me on Twitter: https://twitter.com/emilybinder
• Kristen Knepper Consulting: https://kristenknepper.com/ 

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Two podcasts mentioned:

1)

It's not what you buy, it's what you pay.

-Howard Marks

Heard on Barry Ritholtz's podcast, Masters in Business (some really smart guests on this show, you should listen. There is a solid episode with Barbara Kahn about the retail revolution.)

"Bloomberg Opinion columnist Barry Ritholtz interviews Howard Marks, the CFA and co-chairman of Oaktree Capital Management, in his third appearance on Masters in Business. An author as well as an investor, Marks most recently wrote “Mastering the Market Cycle: Getting the Odds on Your Side,” which was released this month." Howard Marks interview here.

Arthur Laffer on Storybrand podcast (flat tax all the way):

"Donald Miller talks with Art Laffer, a prominent American economist whose ideas have shaped policy from the Reagan administration through today."

You are the average of the five people you spend the most time with.

Finally, hackneyed but my very favorite - and AGAIN financial advice that applies to life in general:

Be fearful when others are greedy, and greedy when others are fearful.

-Warren Buffett

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• Echo Auto (pre-order available by invitation here - $24.99 for Prime members)
• My predictive tweet about Echo Auto
• Ubiquitous marketing (spray and pray is dead)
• Google, YouTube and Amazon - top search engines
• Only 5,000 Flash Briefing skills and over 50 million users

Subscribe to this podcast for convenient weekly play (always under ten minutes.)

Enjoy the show? Please rate and review on iTunes to help others find it. I appreciate your review - thank you!

Visit beetlemoment.com to book a voice marketing consultation.

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Stubb’s Legendary Bar-B-Q Sauce was created by the west Texas barbecue hero and beloved Stubb’s founder, C.B. Stubblefield. Now Stubb has his own Alexa skill. The “Ask Stubb” skill pieces together past voice recordings of Stubblefield to bring recipes, stories, cooking tips, BBQ tunes, and some larger than life personality to Alexa users, straight from the man behind the brand. 

Read more about Ask Stubb on Alexa.

Skill created by Proof Advertising in Austin.

Video preview of the skill here.

Skills don't need to be perfect yet. Done is better than perfect. Establish a presence now like this because this is all leading toward voice search optimization on Amazon, one of the largest search engines. Stubb's will ultimately sell more BBQ sauce because of this.

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• Position Zero or bust
• Voice search
• Speech recognition
• Alexa Flash Briefing
• Smart speakers
• Alexa
• Amazon Echo
• Google Home
• Transcribing all of YouTube automatically
• Carl Jung and the collective unconscious - how this applies to indexing our global speech

Mentioned on the show:

1. See my YouTube video: Why You Should Create an ALEXA Flash Briefing | MARKETING Your BRAND
2. Voice Tech Podcast with Carl Robinson: Perception of Smiles in the Voice, with Pablo Arias, IRCAM (here's what I tweeted about this neat show)
3. Moz Podcast: The Science of Voice Search, with Neil Martinsen-Burrell

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How do you think sexism, bias, misogyny and sexual harassment in the most powerful companies in charge of storytelling have influenced society?

We've got the Weinstein effect in full force amidst #MeToo:

1. Woody Allen
2. Roman Polanski
3. Matt Lauer
4. Mark Halperin
5. Charlie Rose
6. Roy Price
7. Roger Ailes
8. Bill O'Reilly
9. James Toback
10. Louis CK
11. etc.

All denied any nonconsensual sexual activity. But .... yeah right.

Programming informs culture. Stories set social norms. And it's not just the shows, it’s also the advertising. Ask who writes your programs.

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Show notes here.

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Everyone talks about mentors. What we really need is sponsors. An advocate with social capital in an organization (sponsor) will advance your career more than a lunch buddy counselor (mentor).

There's nothing wrong with mentors - they can be great. But sponsors lead to promotions, raises, and leadership opportunities. And women need those things. #WageGap

• "Women are 54% less likely than men to have a sponsor.
• 70% of men and 68% of women who have a sponsor reported being satisfied with their career advancement.
• Women with sponsors are 27% more likely than their unsponsored female peers to ask for a raise and 22% more likely to ask for the stretch assignments that build their reputations as leaders."

-Stats from FastCompany

Find a sponsor. Be a sponsor. Recommend a sponsor.

It can be a man or a woman. Let's help each other. Abundance mindset!

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If you enjoyed this podcast, please share it with a woman you know, then leave me a review on Apple Podcasts (I'd really appreciate your feedback!). Tweet me @emilybinder and let me know what you plan to do about all this.

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PR crisis fail - no main brand Twitter account to issue a statement

What is the deal with gender roles today? It’s confusing to be expected to display assertive traits in the office and “feminine” traits at home.

Chuck and Wendy Rhodes have a special power balance on Billions.

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This question comes from my friend Harry Joiner, who runs Ecommerce Recruiter.

Harry is full of career wisdom. Want more? Check out my last post inspired by Harry and my mentor and Persona Bay cofounder, Sandra Chesnutt:

Two Simple Career Tips with Big Impact

GET MORE MARKETING GOODIES:

On your Amazon Echo device (or in the Amazon shopping app), add the Beetle Moment Podcast Skill then say:

"ALEXA, PLAY MARKETING PODCAST." <--- THAT IS MY INVOCATION. #LandGrab.

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It may seem unrealistic to do this thing, but I say be demanding. You'll hire better. As Talent Zoo says, Be Something! :)

GET MORE MARKETING GOODIES:

On your Amazon Echo device (or in the Amazon shopping app), add the Beetle Moment Podcast Skill then say:

"ALEXA, PLAY MARKETING PODCAST." <--- THAT IS MY INVOCATION. #LandGrab.

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Entrepreneur.com that inspired this brief: The 7 Things You Need to Know to Text With Good Etiquette

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Hear this Flash Briefing every week by adding the Beetle Moment Marketing Skill to your Amazon Alexa device (search "Beetle Moment" under Skills in your Alexa app).

Enjoy my Flash Briefing? Please rate and review here so others can find it. Thank you!

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Read more on the blog.

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