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Category: GPGM Podcast

Episode 47 – Interview with Dave Terry

Podcast: Play in new windowSubscribe: Apple Podcasts | Android | Google Play | Stitcher | RSSMy guest today is Dave Terry. Dave is an entrepreneur who has successfully sold two professional services companies. Currently, Dave is a Partner at Mediacurrent, one of the leading Drupal-based digital agencies in the world. He has a wide acumen of operations related experience including business development, marketing, hiring, managing profit/loss, and goal setting. At Mediacurrent, Dave has played a key role in forging strategic partnerships, creating scalable processes, recruiting top talent, and managing enterprise-level accounts. In March, 2015 Mediacurrent was acquired by Code and Theory.

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Episode 46 – Telling human stories on the cheap

Podcast: Play in new windowSubscribe: Apple Podcasts | Android | Google Play | Stitcher | RSSMy guest on the show today is Brooke Wilson. Brooke is a problem-solver and dot-connector who has worked in marketing at agencies and companies in Atlanta for 18 years. She also has been volunteering her time for 27 years with Camp Carefree, a free summer camp for ill and disabled children in North Carolina. What began as a fun teenage summer activity has developed into a passion. She now serves on the Board of Directors, and manages all marketing efforts for the small nonprofit.
Highlights from this Conversation

What has worked well for you?

Social Media

Facebook – overly ask followers to share and like things to spread further organically
Instagram
Great platforms for engagement and asking people to help

Free Tools overall

Making the tools work together
Google Sheets to share information
Google Products are all connected and work together
Best Tools

Switched from Wix to Squarespace

What hasn’t worked well that we can learn from?

Email hasn’t been that effective

Not worth the effort overall

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Episode 45 – Content Marketing

Podcast: Play in new windowSubscribe: Apple Podcasts | Android | Google Play | Stitcher | RSSMy guest on the show today is Scott Everhart. Scott Everhart is Senior Director of Marketing for Wycliffe Bible Translators USA in Orlando, Florida.  He is entering his third year both at Wycliffe and in the ministry vertical. The previous 18 years were spent marketing a variety of products and services ranging from software to soft drinks for both corporations and agencies. A North Carolina native, Scott spends his free time exploring Disney World with his 6-year-old daughter and trying to teach her why Star Wars is for girls too.  He’s been moderately successful with the latter. When not with his daughter, he enjoys Atlanta Braves baseball, going to the movies and hopes to be SCUBA certified in the next 18 months.
Highlights from this Conversation

What has worked well for you?

Never let a good anniversary go to waste
Content Marketing

Come up with a content plan annually and focus on quarters
It has to be a long term plan, it will take more than a quarter to see any results
Figure out what the audience wants and speak to that. Then make what they care about relevant to what we do.

Direct Mail
Cloud based technology

Inexpensive but very powerful

What hasn’t worked well that we can learn from?

Don’t fall into the “perfect tool” trap

What are you excited about?

#whybible

Similar to giving Tuesday
Partnering with other organizations to reach a similar audience

Facebook Algorithm

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Episode 44 – Get coordinated and micro target for success

Podcast: Play in new windowSubscribe: Apple Podcasts | Android | Google Play | Stitcher | RSSMy guest on the show today is Emilee Syrewicze. Emilee is the Executive Director of the Catawba Riverkeeper Foundation, a nonprofit in Charlotte, NC dedicated to educating and advocating to protect the Catawba River (which is one of the most endangered rivers in the United States). The Catawba Riverkeeper Foundation is one of the most influential environmental nonprofits in the American South and is leading the effort to clean-up coal ash in North Carolina.
Highlights from this Conversation

What has worked well for you?

Three years ago had a very old website and no social media to speak of
They got coordinated

They were able to create a new website, singular Facebook page, and other social sources
61% increase in Facebook following in the first year once they got coordinated
Prioritized their audiences to target demographics
Twitter allows you to target very small, niche audiences
Instagram is really on the rise

Stories feature has been exceptional

What hasn’t worked well that we can learn from?

If you try to reach everyone, you will reach no one
Break out demographic and prioritize them

What are you excited about?

Stories on Instagram

They are getting a lot of views from younger people there
It has made them more relatable to the masses
Sometimes you just have to have fun on social media

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Episode 43 – Test based digital marketing for nonprofits

Podcast: Play in new windowSubscribe: Apple Podcasts | Android | Google Play | Stitcher | RSSMy guest on the show today is Geoff Wilson. President and Founder of 352 Inc., Geoff is a tech entrepreneur, investor and mentor who found his passion for business at an early age. After starting a successful computer store in high school, Geoff began building websites in his college fraternity house room and 352 Inc. was born. 20 years later, his digital product development and marketing agency has grown to 60 employees with offices in Atlanta, Tampa and Gainesville, FL.
Highlights from this Conversation

What has worked well for you?

Test based digital marketing

Traction – book on how startups grow

https://www.amazon.com/Traction-Startup-Achieve-Explosive-Customer/dp/1591848369/ref=sr_1_2?ie=UTF8&qid=1521647208&sr=8-2&keywords=traction

Iterative approach to marketing

Run small tests in a bunch of channels to see what works
Always be running small tests in different channels

Have an approach of continuous experimentation
You can prove ROI early taking this type of approach
Must be data driven

What hasn’t worked well that we can learn from?

Planning big campaigns over long periods of time

Instead be lean and iterative
Do as little as possible and then get feedback and measure results

Then be ready to iterate and move quickly to the next thing

Must be ready to pivot and move

What are you excited about?

Video is interesting and growing

TV is shifting in major ways and will continue to do so

Social is changing is growing

Understanding how people are communicating and how they want to be communicated with

AI and Machine Learning

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Episode 42 – How to drive results in your approach to web projects

Podcast: Play in new windowSubscribe: Apple Podcasts | Android | Google Play | Stitcher | RSSMy guest on the show today is Bo Simmons. Bo leads Cool Blue’s business development and client strategy practice as chief executive officer, combining business acumen with best practices in information architecture, design and usability to deliver award-winning results for customers. Apart from Cool Blue, Bo maintains an active presence in the industry, from serving as judge on interactive awards panels and attending usability conferences.
Highlights from this Conversation
1.What has worked well for you?

Strategy, design and development
Strategy – where do you want to go to get the outcomes you want?

Ready, fire, aim – people often overlook the step of strategy

People think they know what they want, but the don’t look inward to really understand what they need.
Ask: What problems do we want to solve here? What are the opportunities here?
Take a customer centered approach. To be customer centered you have to get out of your own way.

2. What hasn’t worked well that we can learn from?
 
 

Leadership involvement on the client’s end
 Commitment to planning
Sticking with the plan / resistance to scope creep.
Is the leadership bought in to the project?

The leadership must set the stage for successful outcomes

Commitment to planning

Plan before you look for the pretty picture
This can help to inform the team on if the project will be a success for them

Stick with the original plan

Don’t go after new, shiny things
Small changes in the organization don’t mandate a huge revamp to the website project

 

What are you excited about?

More personal experiences on websites like social media

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Episode 41 – The Medium is the Message

Podcast: Play in new windowSubscribe: Apple Podcasts | Android | Google Play | Stitcher | RSSMy guest of today’s show is Arthur Rasco. Arthur is an award winning film producer and director based in North Carolina, who recently helped lead the efforts on a feature length documentary about the Ebola epidemic for Samaritan’s Purse called Facing Darkness. After working for Samaritan’s Purse for more than 11 years and filming in more than 30 countries, he’s now working on other feature length film projects independently. He has a passion for telling amazing stories, and quite often, those exist and come to us in the non-profit world as we encounter those who give and sacrifice so much for others.
Highlights from this Conversation

What has worked well for you?

The opportunity to tell stories
60 Second to 3 minutes video for social media.

Enough time to build a character and tell a story about them
The medium is the message, so you must understand the medium in order to craft your message.
Don’t forget to get still photos, even in the midst of shooting a video

 
 

What hasn’t worked well that we can learn from?

Know the end game when creating a video or presentation

How will what you are creating be used?
Is what you are creating a part of a larger media project?
How will you get traffic to what you are creating?
Does there need to be a call to action? If so, what is it?

What can we give to the audience through the stories that we are telling?

 
 

What are you excited about?

What drives people to work in difficult circumstances to help others
Excited about people’s’ stories and what we can learn from them
Related to marketing campaigns, who can you partner with?

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Episode 40 – Amplify email by tying in social media

Podcast: Play in new windowSubscribe: Apple Podcasts | Android | Google Play | Stitcher | RSSMy guest on the show today is Ben Martin.
Highlights from this Conversation

What has worked well for you?

Email is alive and well
Amplify email by tying in social media – the same message in multiple places
Partnering with other people, artists, celebrities, use them in a paid post and connect to their social media presence

What hasn’t worked well that we can learn from?

Getting recurring donors
Turning single donors into monthly donors didn’t work

They are motivated by completely different things

Understanding recurring vs. single

What are you excited about?

Leveraging partnerships in the future

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Episode 39 – The cutting edge of digital

Podcast: Play in new windowSubscribe: Apple Podcasts | Android | Google Play | Stitcher | RSSMy guest on the show today is Cassie Gilman.  Cassie Gilman, Vice President for Marketing and Development for the Regional Food Bank of Oklahoma. In this position, Cassie helps lead a dedicated team to fight hunger in the State of Oklahoma through building relationships connecting organizations and individuals to our mission. Her core values are honesty, trust and kindness. She is a lifelong learner and strive to learn something new every day.
Highlights from this Conversation

What has worked well for you?

Was on the cutting edge of digital
Developed a video for advertising
Pushing ads out

Google Grants

What hasn’t worked well that we can learn from?

Social without a plan

Didn’t know how to properly engage
Should consider

Ask people a question. Engage with them. Don’t just push push push

What are you excited about?

Targeting individuals through direct marketing and segmentation
Different generations give differently

Spare change project

Donors can round up for charity and give change

Purchasing ads in social
Philanthropy is more integrated into the life of the younger generation

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Episode 38 – Take the time to do the headwork before the footwork

Podcast: Play in new windowSubscribe: Apple Podcasts | Android | Google Play | Stitcher | RSSMy guest on today’s show is Rachelle Kuramoto. Watchword Brand is a small but seriously experienced brand content firm. We do three things really well – branding, writing, and research. Branding includes things like strategic messaging and naming. Writing includes multi-channel content strategy, ghostwriting, and optimized digital copy and research gives it context and audience.
Highlights from this Conversation
Related to Digital Marketing

What has worked well for you?

Starting with strategy. Taking the time to do the headwork before the footwork – clarifying audiences and their needs; understanding what other choices they have (competition); and zeroing in on what makes them distinct and important.
Asking questions like ‘why would you be missed” to zero in on purpose, positioning, and value propositioning so you can tell a compelling story and call people to action.
With the toolbox filled, you have the resources in place to execute a digital marketing effort that is more likely to be honest, resonant, relevant, memorable and inspiring.
The effort also can help you to understand how to lay out your website to put the most important information out front in places where your target audiences are likely to see them.
Once you get to the actual digital marketing efforts, you’ll also have a better sense of what should be in it. (buckets and slingshots)
For example, if you know that your target audience is filled with high-powered 50 year old men, chances are you will be wasting your time on Snapchat and Instagram – but sharing information over Linkedin about the measurable impact you’re making in your community? That will resonate. (etc)
Understanding WHERE your audiences are can help you make sure you’re not wasting your time and resources. You may find that a digital marketing effort can only go so far because your audiences aren’t necessarily online all that much. They might be NPR listeners, newspaper readers, or community event-goers.
It comes down to this –
Start with the basics – who (are they) / what (do they need and want) / where (do their get their informaiton) / how (can I inspire them) / why (would they miss us if we were gone)

What hasn’t worked well that we can learn from?

Building the airplane in the air. Thinking that things are so urgent that you should just jump in and start executing random acts of marketing just to be able to say you’re doing something. I’m all for testing and learning, but not when the stakes are high. And I’ve learned that having to stop mid-stream to evaluate and pivot your digital marketing efforts is one of the best ways to make sure it feels like a lot of work but produces very little impact.

What are you excited about?

So many things. But I’m guessing you mean about digital marketing – especially for NPs.
How about the fact that the role of great straetgic content is finally getting noticed as a vital part of digital marketing. Did you know that  93% of B2B marketers say they use content marketing? That’s probably because content marketing costs 62% less than traditional marketing and generates about 3 times as many leads?
As a brand and content strategist who works predominantly in digital marketing environments, trends like that make me excited. And when I think about what this means for nonprofits, it’s even more energizing.
Dr. Angelou said – ‘I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.’
It’s your efforts as a nonprofit that make people feel. I am excited every time I get the honor of helping nonprofits to extend that reach through digital marketing content that connects the mind and heart.

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Episode 37 – Social Media Provokes Emotion

Podcast: Play in new windowSubscribe: Apple Podcasts | Android | Google Play | Stitcher | RSSMy guest on the show today is Lauren Schneidewind. Lauren is the CEO and founder of LD Studios an Atlanta based software agency founded in 2014 that specializes in leasing and financial software. Lauren and Daniel are launching their first product, Your Best Leasing Software in 2018. Most recently Lauren and her family have moved to the caribbean to open The Roatan Wine Room.
Highlights from this Conversation
Related to Digital Marketing

What has worked well for you?

Social Media

Hook into people’s emotion

 

“Social Media provokes emotion.”

 

Favorite Platform: Facebook

Running Facebook ads

What hasn’t worked well that we can learn from?

You have to be able to tell a complete story with your ads, not just bits and pieces
Organic search is better than paid
Email campaigns

 

“With any story it’s the ending that matters.”

 

What are you excited about?

Starting something brand new
Starting something the second time is smoother

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Episode 36 – Interview with Anthony Ramos from Children’s Aid Society

Podcast: Play in new windowSubscribe: Apple Podcasts | Android | Google Play | Stitcher | RSSMy guest today is Anthony Ramos, Vice President of Marketing and Communication for Children’s Aid. Anthony manages the public profile of Children’s Aid across all media and led the organization’s efforts in its first rebranding process in more than four decades. Since joining Children’s Aid in 2011 he has helped communicate Children’s Aid strategic objectives to key stakeholders and enhance their web presence through multimedia. Anthony do you have anything you want to add to that little intro?

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Episode 35 – Paid Social / Social Media

Podcast: Play in new windowSubscribe: Apple Podcasts | Android | Google Play | Stitcher | RSSMy guest on the show today is Robert Crenshaw. Robert is the Digital Marketing Manager at Doctors Without Borders.
Highlights from this Conversation

What has worked well for you?

Paid search

Primary revenue driver

Paid Social / Social Media

Ability to target in a sophisticated way

What hasn’t worked well that we can learn from?

Native has been a challenge

Long form articles
Short video format
Advertorial

Getting good data from native advertising

What are you excited about?

Space is always changing and you want to know it all, but you can’t
Social media and leveraging that channel
Streaming – podcast experiments
AI, VR, AR

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Episode 34 – Antiquated agency models and audible content for the masses

Podcast: Play in new windowSubscribe: Apple Podcasts | Android | Google Play | Stitcher | RSSMy guest on the show today is Justin Archer. Justin is the Former Creative Director turned CMO for the largest marketing agency in Atlanta. A natural raconteur connecting people and brands to great ideas and solutions. On a quest for whats next, no matter what it may bring.
Highlights from this Conversation
Primary Topic: Antiquated agency models and audible content for the masses.
Related to Digital Marketing

What has worked well for you?

Innovation

IOT
AI
Helping clients figure out what’s next

Future X, identifying new and emerging platforms

Voice and conversational commerce strategy

Google Assistant, etc.

 

“This is the biggest time for audible content since the advent of the radio.”

 

What hasn’t worked well that we can learn from?

Big antiquated agency models

Agencies of Record are struggling to show value
People are going to the best of breed for each channel

Having to rethink the model, but that’s a good thing

What are you excited about?

AR / VR Interfaces

 

Create genuine, authentic brand experiences that aren’t intrusive

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Episode 33 – Interview with Kraig Guffey

Podcast: Play in new windowSubscribe: Apple Podcasts | Android | Google Play | Stitcher | RSSMy guest on today’s show is Kraig Guffey. Kraig is the  Founder and Strategic Director of Syrup. Passionate about helping small companies grow in maturity & revenue, Kraig leads a team of doers to execute across the digital channel—brand, web, social, paid media, funnel optimization and more. Even though he’s executing in the digital world, he thinks problems are best solved on a whiteboard. If ever looking for Kraig in a crowded setting, you can find him easily by looking for his signature vest and boots.
Highlights from this Conversation
Related to Digital Marketing

What has worked well for you?

Frequency

We are exposed to about 5,000 unique messages per day
We have to compete inside of that 5,000 messages per day
How do you stay in front of people at the right time with quality stuff?
Must be cross disciplined in your communications approach

Email
Email automation
Social
Ads

What hasn’t worked well that we can learn from?

CRM

Client Relationship Management
Must keep data clean
Make the data accurate
Segment the data
Don’t treat your CRM like a junk drawer

Recommended CRM

Mailchimp
Active Campaign

What are you excited about?

Automation

Ex. Donate your birthday
External Automation
Internal Automation

Processes
Communications

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