Bernie interviewed me today for his terrific show, Find & Convert.
He asked me a number of questions in advance of the interview and I thought I’d blog the answers here.
Who is Susan Bratton and what does she have her hands in now?
I’m a CEO, Publisher, Blogger, Podcaster, Speaker and Author.
I’m the CEO and co-founder of Personal Life Media, an aspirational company and next-generation publisher focused on providing virtual, fully downloadable content experiences.
Our mantra is “frank talk and deep discussion for your personal life.”
We publish 40 podcasts, companion blogs and are launching 15 new information products I call “ebooks with benefits.”
Our first info products to market are, Talk Show Tips, Speak Up with Power and Influence, Masterful Techniques to Overcome Anxiety and Fear, Naturally Slender Quickstart and a 21 Day Lovemaking Program for Couples. We have another 10+ info products in production.
Top shows on Personal Life Media include:
DishyMix, Inside Out Weight Loss, Expanded Lovemaking, Buddhist Geeks, Living Dialogues, 3 Digital Photography Shows, The Diva Cast, The New Man, Just for Women, Philosopher’s Notes, Tantra & Kama Sutra and Sex, Love & Intimacy.
What is my high level view of social media marketing?
I view social media as being in three categories, Listening, Appvertising and Participation. Shiv Singh of Razorfish really helped me gel my concept of these buckets and his DishyMix interview is coming in June.
Listening is getting the most traction with Participation second and Appvertising third.
Listening: New companies like Unbound Technologies, a next generation Neilsen Buzz Metrics, is focused on opportunities around the social graph and social influence marketing. They create a list of the most influential individuals for any given brand and then provide an “affinity map” of the other most-influential people and brands related to that single, key influencer. This is fantastic for outreach, prioritization of influencers and joint promotions to important clustered audiences.
Taking behaviorial targeting to a new high with the inclusion of social graphing is Media6Degrees. They offer ad targeted based on social graphing. I also need an update on Lookery who is aggregating social media data across social networks to use for ad targeting. My interview with Scott Rafer of Lookery is here.
Appvertising is being well handled by ClearSpring, Gigya and RockYou! as well as SocialMedia.com and ContextOptional. Brands who create useful aps or sponsor useful aps for their target consumers are brilliant players at a high-level of sophistication in the social influence marketing sphere.
Participation is certainly evident in Facebook Pages. Here’s my DishyMix Fan Club where I give away all kinds of goodies to my listeners. Also popular and smart are consumer generated content experiences like HP on YouTube described here in my interview with Daina Middleton and the darling of the moment, corporate Twitter accounts like this one.
What is the biggest difficulty in Social Media Marketing?
I believe in larger organizations, it is around internal ownership. Should social marketing be part of marketing, corp comm, where? In smaller organizations, I see the problem being one of overwhelming choice. Where do I start as a small business with limited resources?
Also, tracking and ROI still being figured out. Here is a great presentation on social media ROI.
Lee Odden (the wonderful soul who connected Bernie and I in the first place through his superlative Top Rank Online Marketing Blog and I talk about integration of web analytics and social media analytics in this interview I did with Lee at SXSW for the #Community Powered project. Emphasis on real time data. The data that you can collect through something like a social media monitoring tool, like Buzz Logic, Collective Intellect, Radian6, married with web analytics, like Google Analytics, Omniture, Web Trends.
Lee Odden and Susan Bratton on Web and Social Media Analytics
Podcasting is still a nascent market.
The beauty of it is that anyone can create an audience of raving fans. (and in my ebook with benefits, called Talk Show Tips, I teach you how to empower your raving fans with the tools they need to help you grow your audience.)
If you are articulate and like to talk more than you like to write, audio may be better for you than blogging. And with transcripts, you can have the best of both worlds.
For video, the bar is very high on production quality. Make sure you are adequately resourced before pursuing.
Commercial podcasting is a very smart solution for brands who have deep knowledge to share with their customers and prospects.
The ADM (Association for Downloadable Media) is working on ad models, audience measurement and consumer attitudes toward sponsorships of podcasts.
It’s a greenfield opportunity for sponsors. Integrated social media programs are key. You must leverage the hosts’ social media influence.
There are two excellent video clips on Volomedia’s blog about Podcasting Metrics and Podcast Advertising and Sponsorship that Jeff Karnes and I just presented at the eMetrics Summit.
Finally, Talk Show Tips: 72 Secret ‘Master Host’ Techniques will teach anyone how to land big name guests, prepare for their show, ask killer questions with my easy question-generator mini-course, create and manage a facile show flow, conduct professional in-interview techniques and learn a dozen ideas for using social media to radiate your show and help your fans promote your show for you.
What is your DishyMix podcast and blog business model?
I’m very fortunate to have sponsors who underwrite my show to reach my valuable, sophisticated audience of marketers, agency pros and digital media mavens. DishyMix is sponsored by Isobar US Carat, the eMetrics Marketing Optimization Summits, adtech conferences, Trusted ID, Upstream Habitat and Audible.
Who are some of the most memorable guests on DishyMix?
I’ve created a blog post to wrap up my Top 10 Favorite DishyMix Guests.