What Podcasting & TikTok Can Teach Us About Creating Empathetic Content! Brian Fanzo #CMWorld

Audio Transcript Auto-generated

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  What's the content?

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  Marketing? Well, Brian fans Oh, founder of social fans.

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  Digital futurist, virtual keynote speaker on.

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  Excited to bring you a fun new customized talk.

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  I've never given this talk before for you guys a

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  content marking.

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  Well, I know I'd much rather be in Cleveland as

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  most of you would be.

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  A ZX well, events so many fun the last couple

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  of years being there at the event.

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  But we're gonna make the most of it here in

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  virtual. And so I got an exciting presentation for you

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  guys today.

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  We're gonna have a little fun with it.

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  So you guys ready?

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  Let's do that.

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  All right, So today's talking to me what podcasting and

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  Ticktock can teach us about creating empathetic content.

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  Now I am the host of two podcasts.

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  Now I've hosted actually five podcast over the last nine

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  years or so and recently.

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  I've done a lot of research with influencers and brands

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  on tick tock, but really, the the gist of this

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  presentation is not really about podcasting or tick tock.

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  It's really about how do we create that empathetic content

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  that we all know we need?

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  And let's face it, the world definitely needs more empathy

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  today. But as marketers, we can't let empathy become a

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  buzzword because we have the power as marketers to connect

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  and reach and build these authentic conversations and relationships with

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  our audience through different mediums, from blogging to social media

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  to podcasting.

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  But we also have toe take that with that responsibility,

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  a newfound approach because, let's face it, 2020 is a

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  year unlike anything else we've ever experience.

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  And it's now upto us to kind of leave that

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  way. And so what I really gonna talk to you

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  guys today about is shifting our perspective.

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  And I know for a lot of us, like this

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  perspective that we've always had is that you know, hey,

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  we're empathetic because we reply to tweets or we are

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  connected with our audience because, you know, we have a

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  big following.

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  But let's face it for what we've really been doing

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  and what this is really kind trying to demonstrate here

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  on this little diagram is we've been creating content for

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  for us, hopefully for our audience.

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  And I think one of the things that we're gonna

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  have to shift and hopefully I'm gonna open your mind

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  set to that today.

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  Is this idea off?

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  How do we reinvent what an experience is from the

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  perspective of our audience?

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  So rather than creating content that we think is valuable

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  understanding our audience and creating that empathetic content that are

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  not only allows us to feel with our community but

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  allows us to connect, communicate, communicate, collaborate and and really

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  pushed these things forward because in uncertain times, which were

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  no doubt living in at the moment, the one of

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  the things that have really kept us together is that

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  ability to connect that that ability toe, have that community

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  around us.

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  And so I'm gonna kind of break down how this

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  shift in perspective works.

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  And and funny enough, like I'm gonna be using, You

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  know, a technology has been around for forever with the

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  radio and podcasting And then, of course, ticktock that, you

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  know, kids dancing app.

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  And so first, let's jump into kind of the radio

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  or podcasting.

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  I think this is a very funny, you know, interesting

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  medium, because when I think about empathy or creating empathetic

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  content, the first thing that comes to mind for me

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  is that do you wanna have that It's not an

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  immersive feeling or not a buzz word.

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  It's an intimate relationship with your audience and all way

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  back to the radio, as the radio started.

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  It's a very interesting idea that because we're able to

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  consume something audio and we're listening to the radio or

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  we're having, you were listening to a podcast.

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  What really happens?

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  There is the audience.

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  The listener gets the paint, the picture in their mind

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  off what they're visualizing, right?

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  So when you hear people talk about listening to the

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  radio for Babe Ruth's home run, or maybe listening to

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  the radio for the landing on the moon and then

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  listening to the radio in your car every morning like

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  you have this like intimate connection and that intimacy is

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  really where that empathy could be born and something that

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  we, as marketers have struggled to create with social media,

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  even live video, YouTube, podcasting, our block like that, that

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  idea of that intimate connection and the thing about podcasting

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  that I always tell people is that you know, as

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  a podcast or myself, I love connecting with fans and

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  followers a different events.

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  I speaking about 60 65 events, a year.

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  But I always said the podcast listeners that I have

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  when they give me a hug when they come in

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  and give me a hug they hugged me stronger, right?

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  Like it's like because you have that, like, intimate.

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  You're in their ear, you're consistently showing up, but you're

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  also it's that connection that you're allowing them to visualize

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  a story where on video or on a lot of

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  the other mediums, we give them a picture or we

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  as the video creator, we decide what they need to

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  actually visualize, um, in their content.

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  And then, you know, as we take this kind of

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  a step further, I want you to think about this

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  and I'm gonna come back to in a second.

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  So this is for you guys that are watching, actually,

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  for those that are watching live right now, put into

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  the comments.

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  I'm curious.

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  Do you remember as a child your favorite TV station?

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  Or do you remember your favorite radio station that you

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  grew up?

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  Thio. Think about that for a second, because when I

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  look at podcasting and I look at radio and I

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  look at that audio, that audio connection to create empathetic

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  content. What we're looking at here is consistency, community relate

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  ability and access.

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  And what I mean by that is inconsistency.

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  As you know, someone that listened to the radio show

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  like I live here in Northern Virginia right now, and

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  the junkies sports radio has been on since I went

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  to college for, I think, 15 years ago, right.

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  And I know that if I tuned in during this

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  hour, these hours that I'm gonna get the junkies and

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  I know who the junkies are and they show up

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  right. Growing up in Virginia Beach, I had a radio

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  station that I listened to every single morning on the

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  way to school and then on the way to the

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  beach when I went surfing.

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  And that consistency is really valuable because it not only

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  creates that loyal fans because we know they're gonna show

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  up, But let's face it, like radio DJs and podcasters

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  like my friend Mitch, Joel has been podcasting.

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  Like he's gonna episode every week for like, since I

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  was in diapers.

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  No, not since I was in diapers.

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  But Mrs Goals consistency is beyond impressive on showing up

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  and having a podcast episode every single week, so your

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  audience doesn't have to follow you on social media.

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  They don't have to subscribe to our email newsletter.

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  They know if they show up on this time, you're

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  gonna be there.

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  And that's what radio taught us about that embassy intimacy.

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  Now community is one that I think it's also really

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  important from radio and podcast because the localization of radio

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  allowed us to feel like we knew that D J.

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  We understood who that person was.

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  They would be at the local baseball event.

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  I lived in Virginia Beach and we didn't have a

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  pro sports team, but we had a double a Norfolk

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  Tides baseball team, and I remember always being like, Oh,

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  I know the DJs from a local radio station and

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  I'd be there and that, like, localization community made me

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  feel like they knew me and I knew them and

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  they were, ah, part of what we were going through.

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  And I thought that was that such an essential thing.

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  When we're thinking about empathetic content and what you're creating,

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  how can you create that localized community feel?

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  The third one that we have is a relatability, right?

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  Not only was it relatable for us to be able,

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  you know, the person would go in the, you know,

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  in the morning.

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  Show me, like, right up here in Northern Virginia.

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  We have Elliot in the morning and Elliott a tw

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  5. 42 every morning.

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  Um, he starts his radio show and he had and

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  he's kind of off color, a lot of fun.

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  He's really the one that I've listened to, probably the

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  most of all the DJs.

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  And you knew he was gonna He was gonna has

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  his his like, little squarely, uh, laugh.

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  Hey, always talked about random things, but he was also

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  one of those other things that really sticks out to

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  me. Was that who didn't want to be a radio

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  deejay? Like I remember.

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  I was like, I wanna be a radio deejay.

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  I even went into college and wanted to learn how

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  to work on the radio.

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  And then I realized, like our little suck and the

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  money is not great, right?

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  So then, of course, but like that relatability like, Hey,

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  I could do that job.

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  Hey, I could be That is really valuable.

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  When you're thinking about empathetic content, I'm gonna talk about

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  that when I talk about ticktock as well, Because one

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  of the things that we struggle with as marketers is

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  how do we, you know, convey our message?

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  How do we command our authority?

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  But how do we make ourselves relatable so that the

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  audience can feel like, Hey, I can do that.

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  Hey, I can be a part of that and that's

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  a very big struggle for us.

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  And then the last one I have there is access

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  right, giving us access to who they are, what they're

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  all about, right?

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  Like I mean, did you ever think about this?

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  People would wait on hold.

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  I've done it before for an hour and a half

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  to call into a radio show to request a song,

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  right? And for those that are under the age of

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  25 you got to look up.

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  What radio is I know you're on Spotify and Pandora.

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  You're live streaming, and you could get any music you

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  want. But for us, you know, Pedro wearing millennial and

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  those that gen X and baby boomers, you know the

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  idea of calling into a radio show like think about

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  that from a standpoint of like if your audience is

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  so engaged in so intimate, you allow them to participate

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  in the content and you're giving them access into helping

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  decide what's our favorite song or giving access through contest

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  right? Those contests on radio contests on podcast really are

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  something that builds that report with our audience.

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  And so I asked you guys before, Do you remember

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  your favorite TV station or your favorite radio station now

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  for me?

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  I can tell you, as soon as I thought about

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  this, I was like, I know all the radio stations

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  and I don't even tell you.

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  Like I think it was like Fox five or I

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  couldn't tell you my favorite TV station as a kid,

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  but my favorite like I'm a music music of all

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  types like my favorite radio station.

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  Growing up was Z 104 today's best music, and I

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  can even almost play the jingle right and think about

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  that as that intimacy and connection, where it is an

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  audio format that makes us feel that that loyalty, that

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  consistency, part of the community and podcasting is no different,

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  Right? Like my favorite podcast right now that I do

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  not miss an episode for even Block My Calendar is

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  armchair expert.

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  I absolutely love what Dax Shepard's done with that podcast,

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  and it's a long podcast, but that that connection, we,

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  of course, have Pat Flynn.

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  And I love the podcast that, ah, lot of the,

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  you know, content marketing institutes putting out with Robert Rose

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  and Joe Losey.

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  And if you think about that, think about we.

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  When when we talk about podcasting, we always and I

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  always talk about this as well.

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  Like, how do you discover a new podcast?

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  You have to find it from another podcast listener, right?

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  Like we don't really find it from marketing on block

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  post like even us is, marketers would believe, like to

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  believe that we do.

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  But we usually like Oh, you like podcast.

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  What's your favorite?

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  That person will then advocate heart like Oh my God,

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  you don't listen to armchair expert like Dax Shepherd talks

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  about his struggle with a and he gets these celebrities

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  to open up and talk about stories that they've never

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  talked about before.

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  Right, like you become the champion, you become the fan

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  that become the marketing, and I think when if we

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  look at, You know the examples of empathetic content and

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  I'm here.

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  Thio kind of give you guys practical advice.

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  One of the things you have to think about if

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  you believe you're creating empathetic content today right now, ask

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  yourself, What would your audience be able to talk about

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  what you do or what that piece of contents about?

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  Would your audience when asked, Hey, what's your favorite blawg

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  or what YouTube channel do you subscribe to?

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  Would they be able to not only describe it, but

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  would they feel empowered to do so?

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  And I believe radio and podcasting have done that.

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  Hopefully, from what I see in the comments and I'll

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  be down there in the comments throughout this presentation, I'll

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  be fun to see everyone's different radio stations.

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  We also had 96 X in Virginia Beach, where I

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  grew up.

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  I'm born and raised in Pittsburgh.

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  I know Cleveland doesn't like that.

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  I mean, we have W D v e like I

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  mean, I have a Myron Cope bobblehead, uh, somewhere over

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  here, e the radio at this little impromptu.

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  The radio person was such a prominent person in Pittsburgh

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  that way, gave him his own bobblehead.

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  He's the one that invented the terrible towel, and you

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  think about this like that's that connection, that empathetic connection

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  that we want to strive for.

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  And so now we're gonna talk a little bit about

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  Ticktock, and I can tell you when I first heard

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  of musically or ticktock like I love music and I

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  love podcasting.

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  I love creating content, but I don't dance an old

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  saying I'm musically challenged as far as playing an instrument

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  right when I was like Oh, this is cool.

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  It's like musically and the kids can dance and all

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  those kind of things.

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  But the more I got onto Ticktock, the more I

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  started to discover really what Ticktock was all about.

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  And what I mean by what Tic Tac was all

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  about was.

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  I mean, it has this community and connection.

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  But it also has this this newfound discovery of social

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  media and I've heard it's related to the early days

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  of Twitter, and I was on Twitter in the early

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  days, but I was using it, actually just for Pittsburgh

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  sports. So my Twitter handle, which I still use today,

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  is Pittsburgh, underscore fans and I loved being able in

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  Virginia Beach to be connect with my friends, my friends

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  and fellow Steeler fans in Pittsburgh.

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  But I wasn't part of that, like that Twitter community.

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  But when I think of it, I can relate it

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  to the live streaming movement like to me, the greatest

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  in the greatest moments of my social media marketing connection

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  in my life was the first year of live streaming.

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  We had the periscope summit, which you guys see here

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  this picture of we had blabbed, which only lasted about

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  a year.

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  Meerkat was out.

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  Everyone was supporting and celebrating.

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  People were empowering.

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  And so, interestingly enough, ticktock isn't new as far as

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  that, like discovery and growth.

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  But what I find is very interesting.

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  Is that what I What is really stood out?

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  That I think we all have to figure out how

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  to integrate in our content and in our marketing is

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  Ticktock has empowered a newfound group of of creators and

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  storytellers, and it's allowed people to connect with their tribe.

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  And yes, I worked in cybersecurity for nine years.

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  I know the China part and there's the band.

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  We're not gonna talk about that.

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  We're gonna talk about what we can learn from ticktock

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  that can help us become better marketers everywhere else.

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  And so I took my thief all of last year.

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  I'm I'm kind of a big geek for data as

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  a digital futurist.

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  And so I spent about It's not about six months

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  not posting, wants to tick tock kind of doing it

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  in the shadows consuming.

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  And then I spent almost a year consuming ticktock content

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  but building relationships through the comments with some of the

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  biggest quote unquote non traditional ticktock influencers those that you

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  wouldn't consider your traditional influencer lawyers, doctors, military police, stay

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  at home moms.

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  I thought, you know, construction workers, all of this, this

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  entire group that what I would what I would feel

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  was Wow, I don't think they they're posting on Instagram

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  like they're not active on Facebook.

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  So I see them on Twitter.

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  And so what I did was I interviewed a little

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  over 30.

• 15:24 - 15:28

  I think my final numbers 38 different influencers and I

• 15:28 - 15:30

  really just started breaking out, asking them questions because I

• 15:30 - 15:33

  wanted Thio understand, Like, why are you creating on tick

• 15:34 - 15:36

  tock? But not on Instagram like, Why are you doing

• 15:37 - 15:39

  four videos a week with these amazing transitions.

• 15:40 - 15:41

  But you're not posting on YouTube.

• 15:41 - 15:42

  You never had a YOUTUBE channel.

• 15:42 - 15:44

  And so I'm not kind of walking through some of

• 15:44 - 15:46

  my lessons from that because I think this is gonna

• 15:46 - 15:49

  connect very nicely to that empathetic contact feel.

• 15:49 - 15:52

  And the first one was almost every person I talked

• 15:53 - 15:53

  to said I'm not a creator.

• 15:54 - 15:55

  I've never thought of myself as a creator.

• 15:56 - 15:57

  I never thought of myself as a storyteller.

• 15:58 - 15:58

  I didn't like video.

• 15:58 - 15:59

  It wasn't really on video.

• 16:00 - 16:02

  But what they would say in a different forms would

• 16:03 - 16:05

  be. I know I have a story to tell, and

• 16:05 - 16:07

  I know I love when I'm with my friends and

• 16:07 - 16:10

  my family e neither the center of attention or I'm

• 16:10 - 16:11

  someone that can connect.

• 16:11 - 16:14

  Or when I find my people, you know, I really

• 16:15 - 16:17

  love your sharing stories and experiences.

• 16:17 - 16:19

  And so one of the things that I thought was

• 16:19 - 16:22

  really interesting was that that idea that no one, none

• 16:22 - 16:24

  of these, um, influence is not one of them identify

• 16:25 - 16:28

  themselves as thought of a creator, right?

• 16:28 - 16:30

  So when I would say, like, why aren't you on

• 16:30 - 16:32

  Instagram? They're like, Well, I'm not a photographer, and I'm

• 16:32 - 16:34

  not, You know, I don't consider myself pretty, and I'm

• 16:34 - 16:35

  not great with filters.

• 16:36 - 16:37

  So, like I'm not there And they're like, I'm not

• 16:37 - 16:40

  on Twitter because I can't figure out like Hashtags in

• 16:40 - 16:40

  140 characters.

• 16:41 - 16:44

  And YouTube was too complicated or like YouTube like they're

• 16:44 - 16:46

  like, Oh, YouTube is first celebrities, right?

• 16:46 - 16:47

  I heard a couple people talk about that and like

• 16:48 - 16:49

  I'm not a celebrity, I'm gonna stay at home, Mom

• 16:49 - 16:51

  or one of the guys, Scott, who I interviewed.

• 16:52 - 16:53

  He was like, Hey, I worked the power lines.

• 16:54 - 16:57

  But when I connect with people that have a similar,

• 16:57 - 17:00

  you know, positivity vibe like I really break that down.

• 17:00 - 17:02

  And so I thought that was an interesting piece.

• 17:03 - 17:05

  Another one was many, many of them talked about.

• 17:06 - 17:08

  They got on the app because, like they were checking

• 17:08 - 17:10

  on their kids or ah friend told them the download.

• 17:11 - 17:14

  But they're as they started using the tool in the

• 17:14 - 17:17

  algorithm because the algorithm on tick tock is unlike anything

• 17:17 - 17:17

  else that exists.

• 17:18 - 17:21

  They started to find their people or their tribe.

• 17:22 - 17:24

  And when they what I kept hearing over and over

• 17:24 - 17:25

  again, was I just found my people.

• 17:26 - 17:29

  And then I've decided, like, Why tune into Instagram when

• 17:29 - 17:30

  I don't even know what's going to show up on

• 17:30 - 17:30

  the feed?

• 17:31 - 17:33

  Facebook is like all my my family and friends that

• 17:33 - 17:34

  might judge me.

• 17:34 - 17:36

  I don't write content.

• 17:37 - 17:37

  I don't.

• 17:37 - 17:39

  What I found was a lot of them were coming

• 17:39 - 17:42

  back and saying, because I found my people and I

• 17:42 - 17:45

  knew when I would log into the app, the people

• 17:45 - 17:48

  that I wanted to consume, we're going to be there.

• 17:49 - 17:51

  It had me coming back for more, and I think

• 17:51 - 17:53

  if you think about that right, like when we think

• 17:53 - 17:56

  about influence or marketing or creating that empathetic content through

• 17:56 - 17:59

  collaboration, it's about that trust, right?

• 17:59 - 18:01

  Like they didn't tune in the ticktock for ticktock stars.

• 18:02 - 18:04

  They tune in for the people that they could trust

• 18:05 - 18:07

  that look like them, that act like them, that understand

• 18:07 - 18:07

  who they are.

• 18:08 - 18:10

  And I think we could all think about how we

• 18:10 - 18:11

  can integrate that into our content.

• 18:12 - 18:14

  The third thing I learned there was most of them

• 18:14 - 18:15

  were like I would say that I would ask, Are

• 18:15 - 18:16

  you scared of video?

• 18:16 - 18:17

  Is like video intimidating.

• 18:17 - 18:19

  They're like no video wasn't.

• 18:19 - 18:22

  I wasn't scared of it, but I never posted a

• 18:22 - 18:24

  video. I don't like face timing like Ah, lot of

• 18:24 - 18:25

  them would say that.

• 18:25 - 18:27

  But then I would ask, like, how did you How

• 18:27 - 18:29

  did you believe you got into video?

• 18:29 - 18:31

  And they're like, Well, I never would do like an

• 18:31 - 18:33

  instagram story because I never knew how to, like, figure

• 18:33 - 18:35

  out like it was I never wanted to like talk

• 18:36 - 18:37

  and I don't know what to talk about.

• 18:37 - 18:38

  I don't know how long do I hold the button

• 18:39 - 18:41

  down? And I, of course, would fire back like Tik

• 18:41 - 18:43

  TAKS buttons are a little bit unique as well.

• 18:44 - 18:47

  They would make the comment that said they looked at

• 18:47 - 18:51

  Ticktock, that it allowed them to be the gateway to

• 18:51 - 18:51

  creating video.

• 18:52 - 18:53

  They would say things like, Well, I don't want to

• 18:53 - 18:54

  create video.

• 18:54 - 18:56

  I got on there just to watch, and then I

• 18:56 - 18:57

  found like a song that I really liked.

• 18:58 - 19:00

  So I clicked it, and I did a video and

• 19:00 - 19:02

  e. I wasn't scared because I didn't have to talk

• 19:02 - 19:04

  and it wasn't my content or a couple of them

• 19:04 - 19:07

  would say, Well, I'm not good at knowing what to

• 19:07 - 19:10

  share on social media or what I should put out

• 19:10 - 19:11

  to the world.

• 19:11 - 19:13

  But I didn't have to think about that on tiptoe

• 19:13 - 19:15

  because there would be a trend and the trend.

• 19:15 - 19:18

  Would everyone be doing a certain dance or they be

• 19:18 - 19:19

  all sharing a certain type of content?

• 19:20 - 19:21

  Therefore, I didn't have to think about strategy.

• 19:22 - 19:23

  I didn't have to use my voice.

• 19:24 - 19:25

  All I had to do was be my own creative

• 19:26 - 19:28

  self, and it became the gateway, and people went from

• 19:29 - 19:32

  lip sinking to doing the trends toe all of a

• 19:32 - 19:35

  sudden turning their own audio on to getting comfortable on

• 19:35 - 19:38

  video to the point where people are doing crazy transitions.

• 19:39 - 19:40

  They're doing 3 to 4 videos a week.

• 19:40 - 19:43

  And so what I found that was so interesting that

• 19:43 - 19:45

  I think is like what Every social network.

• 19:45 - 19:47

  What all of us have to think about is how

• 19:48 - 19:51

  do we how do we empower the non creator and

• 19:52 - 19:55

  give them the pathway to start creating and sharing?

• 19:55 - 19:58

  Because you know it's great to turn people into a

• 19:58 - 20:01

  fan, but if you're fan can't celebrate what you do,

• 20:02 - 20:04

  and it's not easy for them to talk about what

• 20:04 - 20:04

  you do.

• 20:05 - 20:07

  It's gonna be a real struggle for that to be

• 20:07 - 20:08

  that to be really valuable to you.

• 20:09 - 20:10

  And then, of course, a lot of them were mentioning

• 20:11 - 20:13

  that it was tried driven trends.

• 20:13 - 20:15

  The trends really got them excited on where things were

• 20:15 - 20:19

  going. Um, every single one of the creators could name

• 20:20 - 20:24

  at least three hashtags that were smaller hashtags that they

• 20:24 - 20:25

  absolutely loved.

• 20:25 - 20:27

  Like one of them was like Mom's over 50 right?

• 20:27 - 20:29

  Another one was divorced dads.

• 20:30 - 20:32

  Another one was working with our hands, right.

• 20:33 - 20:35

  They like the blue line, and then you have the

• 20:36 - 20:36

  different military ones there.

• 20:37 - 20:37

  Lots of.

• 20:37 - 20:40

  And what I found that was interesting is like I've

• 20:40 - 20:45

  always believed that hashtags are the glue to disconnected conversations

• 20:47 - 20:50

  that bring people together that have a similar purpose or

• 20:50 - 20:51

  share a common passion.

• 20:52 - 20:55

  And because ticktock algorithm the you know, the more videos

• 20:55 - 20:58

  you watch of a certain genre, it feeds you more

• 20:59 - 20:59

  of those right?

• 20:59 - 21:01

  The more hashtags you follow feed you more of those.

• 21:01 - 21:03

  I found it really interesting, and I I need to

• 21:03 - 21:06

  come in a couple times like, oh, did you know

• 21:06 - 21:09

  hashtag from Instagram and Twitter and a couple of them

• 21:09 - 21:10

  made comments like weight.

• 21:11 - 21:13

  We can use hashtags on Instagram.

• 21:14 - 21:15

  So think about that right.

• 21:15 - 21:18

  These people have millions of followers on tick tock building

• 21:19 - 21:21

  loyal audiences that that that will jump and do anything

• 21:22 - 21:22

  that they ask.

• 21:23 - 21:24

  And they didn't look, they didn't understand.

• 21:25 - 21:27

  Ah, lot of the things they're going around in our

• 21:27 - 21:30

  marketing space until they found their tribe and became comfortable.

• 21:31 - 21:33

  The other thing, a lot of them would say was

• 21:33 - 21:34

  they liked how it was personalized and customized.

• 21:35 - 21:37

  They could be creative their own way.

• 21:37 - 21:39

  But they didn't have to, like, do things that were

• 21:39 - 21:40

  like they have to buy fancy technology.

• 21:41 - 21:43

  Most of them talked about the only thing that they

• 21:43 - 21:45

  have is a tripod and a ring light, right?

• 21:45 - 21:49

  They they Although they like, they upgraded from standing in

• 21:49 - 21:52

  front of their favorite window to using a ring light.

• 21:52 - 21:53

  It was kind of a big change for them.

• 21:53 - 21:55

  And then last, but not least, which I think is

• 21:55 - 21:57

  one that's really gonna tie us back to this.

• 21:57 - 22:02

  Um, this empathetic content is it was vulnerability inspired And

• 22:02 - 22:03

  what I mean by that ah, lot of them would

• 22:03 - 22:06

  say, Well, my most popular videos the ones I screwed

• 22:06 - 22:09

  up on or my out takes or like, a popular

• 22:09 - 22:12

  trend on tick tock is you post one of your

• 22:12 - 22:15

  draft one of the ones that you you actually made

• 22:16 - 22:16

  a couple of months ago.

• 22:17 - 22:19

  But then you posted out there and what I heard

• 22:20 - 22:22

  was it wasn't people saying that it was okay to

• 22:22 - 22:25

  fail. It was more like we could learn.

• 22:26 - 22:28

  We could put things out there and we could all

• 22:28 - 22:29

  be human, right?

• 22:29 - 22:31

  We could all you know, you know, the one person

• 22:32 - 22:32

  was talking about like transitions.

• 22:33 - 22:35

  And they're like they're like, my first, like, 10 transition

• 22:35 - 22:37

  videos. I didn't know what I was doing, but each

• 22:37 - 22:40

  time I posted, my community would give me ideas and

• 22:40 - 22:42

  tips and and that peace And and so when vulnerability

• 22:43 - 22:49

  is empowered, not judged, it allows that that connection at

• 22:49 - 22:50

  at our deepest level.

• 22:51 - 22:52

  And I've said this for a long time that I

• 22:52 - 22:56

  believe the true connection point for us as marketers, as

• 22:56 - 23:00

  brands, as entrepreneurs, as as leaders is through our vulnerability

• 23:01 - 23:03

  is not our strengths, because we are a lot more

• 23:03 - 23:07

  alike than we are different And because of that, we

• 23:07 - 23:09

  have to look at the ways that we connect with

• 23:09 - 23:09

  people, right?

• 23:09 - 23:11

  I talk a lot about my a d h d

• 23:11 - 23:12

  and my struggle with a d h d.

• 23:13 - 23:15

  All the most popular videos I have on my tic

• 23:15 - 23:17

  tac account, which I don't have a big following over

• 23:17 - 23:19

  there on Tick Tock is about my a d h

• 23:19 - 23:22

  d and my Adderall and and and getting those, uh,

• 23:22 - 23:24

  subscriptions. And it was so funny.

• 23:24 - 23:26

  So many people were in my comments like, Hey, I

• 23:26 - 23:28

  was diagnosed in my thirties as well, one that he

• 23:28 - 23:30

  said she was diagnosed in her late forties, and so

• 23:30 - 23:34

  that connection through vulnerability is extremely valuable.

• 23:35 - 23:36

  And so I talked about Ticktock.

• 23:36 - 23:38

  We talked about podcasting and radio.

• 23:38 - 23:40

  But now let's think about okay, what can we do

• 23:41 - 23:44

  in our content to make it more empathetic to push

• 23:44 - 23:45

  this really forward?

• 23:45 - 23:47

  And the first thing is, we want our audience to

• 23:47 - 23:48

  feel now.

• 23:49 - 23:51

  We've heard that before, But what you want to start

• 23:51 - 23:53

  thinking about is how do I let my audience know

• 23:54 - 23:55

  that they are heard right?

• 23:55 - 23:56

  I hear this all the time.

• 23:56 - 23:57

  Like Brian E.

• 23:57 - 23:59

  Don't have you know, I'm working with some big fortune

• 23:59 - 24:01

  500 brands on creating virtual events.

• 24:02 - 24:03

  Right? That's one of the big things I'm doing now

• 24:03 - 24:05

  is I'm building virtual event strategy and, like, we don't

• 24:05 - 24:08

  really have the time to reply and answer every question.

• 24:09 - 24:11

  And I always fired back and say You don't have

• 24:11 - 24:12

  to reply to everything.

• 24:12 - 24:14

  You don't have to answer every single question.

• 24:14 - 24:17

  But what you do have to dio what you have

• 24:17 - 24:19

  to start thinking about is what you need to acknowledge

• 24:20 - 24:22

  and let them know that their voices heard either.

• 24:23 - 24:26

  Hey, letting people know, you know, podcasters to this great

• 24:26 - 24:28

  like thanks everybody who emailed I had hundreds of emails.

• 24:29 - 24:30

  I'm gonna read three of them, right?

• 24:30 - 24:31

  It's letting people know.

• 24:31 - 24:34

  I heard all of your emails and here are the

• 24:34 - 24:34

  three that I use.

• 24:34 - 24:37

  They didn't read all 100 I think that's something that

• 24:37 - 24:39

  we often overlook is that we get we make the

• 24:39 - 24:40

  excuse, like I don't have time for that.

• 24:41 - 24:42

  And I think if we really want to create that

• 24:43 - 24:46

  empathy, remember, empathy requires us to be able to be

• 24:46 - 24:49

  in someone else's feet, like in their shoes like put

• 24:49 - 24:52

  on their shoes and feel what they feel.

• 24:52 - 24:54

  Understand who they are.

• 24:54 - 24:56

  The things that impact them, why they do what they

• 24:56 - 24:58

  do and and making sure that we let them know

• 24:59 - 25:01

  that they are heard is a big piece of this

• 25:01 - 25:04

  and something that is essential when it comes to understanding

• 25:05 - 25:05

  that empathy.

• 25:06 - 25:07

  The other one is what I started off this talk

• 25:08 - 25:08

  with, right that intimacy.

• 25:09 - 25:11

  How do I create an intimate experience?

• 25:12 - 25:14

  Part of that is by putting a human face on

• 25:14 - 25:17

  it, right, making sure that your blogged has someone's picture

• 25:18 - 25:18

  on it.

• 25:18 - 25:19

  And that person, right?

• 25:19 - 25:23

  Like I love seeing bloggers that are on live video

• 25:23 - 25:26

  because I get to know them through live video.

• 25:26 - 25:29

  And then when I'm reading the blogged, I can hear

• 25:29 - 25:31

  their voice, and I understand who they are.

• 25:31 - 25:33

  I trust them at a deeper level.

• 25:33 - 25:34

  Okay, Trust.

• 25:35 - 25:35

  Right. Okay, that's perfect.

• 25:36 - 25:36

  Segue, Trust.

• 25:37 - 25:38

  It's almost like I built this myself.

• 25:39 - 25:40

  Uh, trust is another one, right?

• 25:41 - 25:43

  Like, how do we building trust through our empathetic content?

• 25:44 - 25:45

  And I like this is like my soapbox.

• 25:46 - 25:49

  This is where I give a keynote around the world

• 25:49 - 25:50

  called digital Empathy.

• 25:50 - 25:51

  Right? How do we?

• 25:51 - 25:54

  How do we think about the fact that we don't?

• 25:54 - 25:58

  We can't be more empathetic by unplugging or using digital

• 25:58 - 25:59

  or social media less.

• 26:00 - 26:03

  It's about understanding how we prioritize each and where it

• 26:03 - 26:05

  fits. And a lot of that prioritization has to come

• 26:06 - 26:11

  through authenticity, vulnerability, simplicity and then making it relatable.

• 26:12 - 26:15

  Think about that as Why do we connect with the

• 26:15 - 26:15

  radio deejay?

• 26:16 - 26:18

  Because we all could picture ourselves being a deejay, right?

• 26:19 - 26:20

  Why? What is that simplicity?

• 26:21 - 26:24

  Really think about the sympathy simplicity on tick Tock is

• 26:24 - 26:25

  Hey, I like that song.

• 26:25 - 26:27

  You click on the song, you hold down the button

• 26:28 - 26:29

  and you're creating video, right?

• 26:29 - 26:31

  How do we make that same connection?

• 26:32 - 26:35

  How do we make that same really deep trust with

• 26:35 - 26:35

  our audience?

• 26:35 - 26:38

  And then, of course, authenticity is one that you know

• 26:38 - 26:38

  for me.

• 26:39 - 26:40

  Is everything right?

• 26:40 - 26:42

  Like it's how do we admit when we're wrong?

• 26:43 - 26:44

  How do we talk about what we don't know?

• 26:44 - 26:46

  How do we share our vulnerabilities and kind of break

• 26:47 - 26:48

  down that wall?

• 26:48 - 26:50

  And I think that's where we have to think about

• 26:50 - 26:52

  this when it comes to connection, right And one of

• 26:52 - 26:54

  the talks I give is called shrink the distance.

• 26:54 - 26:59

  How do we shrink the distance between ourselves and our

• 26:59 - 27:00

  community? The audience?

• 27:00 - 27:02

  How do we not let the screens that we're using

• 27:04 - 27:06

  disrupt this experience that we're creating?

• 27:06 - 27:08

  And I think this is one that we all kinda

• 27:08 - 27:11

  have toe figure out ourselves and so connection, I thought

• 27:11 - 27:14

  was really valuable because when you know, if those that

• 27:14 - 27:18

  saw the Charlie D'Amelio um, collaboration with Dunkin Donuts it

• 27:18 - 27:18

  was amazing.

• 27:19 - 27:21

  I went toe Dunkin Donuts twice when it was going

• 27:21 - 27:23

  on, and they had stickers outside the window.

• 27:24 - 27:28

  But Charlie was drinking these her caramel latte, caramel ice

• 27:29 - 27:32

  coffee with extra sugar, whole milk on a regular on

• 27:32 - 27:33

  tick tock.

• 27:33 - 27:34

  And then they combine and they collaborated.

• 27:35 - 27:38

  And when I look at the partnerships, the influencer connections

• 27:39 - 27:41

  on tick tock, they're not campaigns.

• 27:42 - 27:45

  Their collaborations, they're really that connection, right?

• 27:46 - 27:49

  Like how doe I build a collaboration with this influencer

• 27:50 - 27:52

  with these people, and I think that's an important piece

• 27:52 - 27:53

  of this, and it really connects with that community.

• 27:54 - 27:57

  And then, of course, that that one being curation, right,

• 27:57 - 27:58

  like you don't have to.

• 27:58 - 28:00

  Most of the, you know, us don't think of ourselves

• 28:01 - 28:03

  as creators, but we will curate.

• 28:03 - 28:05

  We will take something that someone else has done.

• 28:06 - 28:08

  Or like I love taking like my favorite block post.

• 28:09 - 28:10

  And then when I posted, I put my own opinion

• 28:11 - 28:12

  above it, and I share the block post.

• 28:12 - 28:14

  Therefore, I don't have to write an entire new block

• 28:15 - 28:18

  post. I still get to share my authority, but I

• 28:18 - 28:21

  also get to support and celebrate those that are in

• 28:21 - 28:22

  my community and collaborate.

• 28:22 - 28:24

  And of course, I mentioned Relatability Relatability.

• 28:25 - 28:26

  I said this last year.

• 28:27 - 28:27

  A content marketing on stage.

• 28:29 - 28:32

  I believe relatability is the future of marketing, right?

• 28:32 - 28:34

  How do we relate with our audience?

• 28:34 - 28:35

  How do we shrink that distance?

• 28:36 - 28:38

  And that, to me, comes out in a connection, trust,

• 28:39 - 28:39

  empathy and feeling.

• 28:40 - 28:41

  And then I think this is one where I think

• 28:41 - 28:43

  we have to take it a step further, right?

• 28:44 - 28:47

  Where in 22,020 so many things going on in our

• 28:47 - 28:49

  world, of course, especially the US, we have the elections

• 28:49 - 28:50

  coming up, a ZX.

• 28:50 - 28:52

  Well, we have to start thinking about how are we

• 28:52 - 28:55

  empowering our audience to not only be our fans and

• 28:55 - 28:58

  our marketers, but to be better people to what be

• 28:58 - 28:59

  good people, right?

• 28:59 - 29:00

  Like, what about my shirt says.

• 29:01 - 29:03

  And so I think when we think about empowering, how

• 29:03 - 29:06

  do we become the gateway for people to do things

• 29:07 - 29:08

  they never thought they were going to do, like right?

• 29:09 - 29:11

  All those creators I was listening, I was talking to

• 29:11 - 29:13

  They never thought they would post on social media creates.

• 29:14 - 29:17

  And now their millions of followers, a couple of them

• 29:17 - 29:18

  in, like, 15 million, 18 million followers.

• 29:19 - 29:23

  And they're doing so now because they it was talk,

• 29:23 - 29:24

  enable that gateway.

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  It was a simplistic, um, you know, conversation.

• 29:27 - 29:30

  And we can also make this empowering piece there through

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  educating and creativity.

• 29:32 - 29:34

  And so last but not least, where I want to

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  end this presentation on his attention, right?

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  Empathetic content is about content, community and connection, and I

• 29:41 - 29:44

  firmly believe that we are greater than me.

• 29:45 - 29:47

  And in that bigger picture, that's something we all have

• 29:47 - 29:49

  to think about right together we can change the world.

• 29:50 - 29:53

  But when we think about this empathetic content conversation, what

• 29:53 - 29:57

  we need to shift our perspective on is how do

• 29:57 - 29:58

  we look at attention, right?

• 29:58 - 30:01

  It's not about getting just the attention of our new

• 30:01 - 30:02

  customers, our community.

• 30:03 - 30:06

  But how do we activate our current people that we

• 30:06 - 30:06

  have attention, Right?

• 30:07 - 30:08

  How do we capture that new attention?

• 30:09 - 30:13

  How do we inspire people to get us MAWR intention

• 30:13 - 30:16

  and then even more so how do we get that

• 30:16 - 30:17

  empowered attention?

• 30:18 - 30:20

  Which is where I think we turn fans into influencers,

• 30:21 - 30:25

  influencers into brand ambassadors or even employees into that same

• 30:25 - 30:26

  piece. And so this is where I think we have

• 30:27 - 30:29

  to go if we really want to understand that power

• 30:30 - 30:32

  and importance of empathy and empathetic content.

• 30:33 - 30:35

  So with that, I hope you guys enjoyed my session.

• 30:35 - 30:37

  My name's Brian fans so you can find me on

• 30:37 - 30:40

  social media under I Social fans with a Z or

• 30:41 - 30:42

  zed on all of your favorite social networks.

• 30:43 - 30:45

  Check out my podcast press the damn button is the

• 30:46 - 30:49

  interview podcast I do every week, uh, studying, understanding what

• 30:49 - 30:51

  buttons people have pressed in their lives that have allowed

• 30:52 - 30:52

  them to get to where they're at.

• 30:53 - 30:55

  And then my weekly foam Oh fans is where I

• 30:55 - 30:58

  give you 30 or 45 minutes of content on a

• 30:58 - 30:59

  wide range of topics.

• 30:59 - 31:00

  So thank you content marketing?

• 31:01 - 31:02

  Well, thank you guys.

• 31:02 - 31:04

  So much for showing up and being a part of

• 31:04 - 31:04

  my session.

• 31:05 - 31:06

  I wish you guys all the best.

• 31:07 - 31:08

  Remember, Together we can change the world.

• 31:09 - 31:10

  We are greater than me.

• 31:11 - 31:13

  We have to put that empathetic content hat on.

• 31:14 - 31:16

  We have to think about what is our role and

• 31:16 - 31:19

  in all of these different facets and hopefully together we're

• 31:20 - 31:20

  gonna make this a better place.

• 31:21 - 31:23

  And when we come, better marketers and let's say, let's

• 31:23 - 31:25

  face it, let xgo our businesses together.

• 31:25 - 31:26

  Cheers, my friends.