Paz Pisarski - Building High-value Communities - Community Strategy

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Re-Recruiting and Other New HR Strategies You Can’t Ignore 18:09

منذ 11 يومًا18:09

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HR is no longer just about managing people—it’s about shaping the future of work. Jens Baier, BCG’s HR transformation expert, discusses how AI and shifting employee expectations are forcing companies to rethink talent strategies. From re-recruiting to upskilling employees, HR must adapt to a rapidly changing landscape. Learn More: Jens Baier: https://on.bcg.com/41ca7Gv BCG on People Strategy: https://on.bcg.com/3QtAjro Decoding Global Talent: https://on.bcg.com/4gUC4IT…

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Paz Pisarski - Building High-value Communities - Community Strategy - S5 Ep13

منذ عام واحد 1:02:23

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Brain Hurt Scale = 2/10 - Did you know, one of the biggest growth channels tech companies invest in is community? The same goes for companies outside of SaaS as well.

Companies like Sephora and Nike have massive communities of customers that act as the glue for their entire promotional model.

But how do you create them? What are the do's and don'ts we need to be aware of and what tools should we use?

Luckily Paz Pisarski has created countless communities for some of the biggest companies in the world before evolving her model to teach this method to other community managers and interested entrepreneurs.

During a panel discussion at SXSW Sydney in 2024 Paz Pisarski came into our orbit and we just had to have a chat afterwards, So if you want a crash-course in community building this will get you at least 90% of the way there.

You could leverage the network effects and synergy that comes from building a high-value community.

Continue to be a one-trick pony, cross your fingers and publish that next piece of content which everyone says is "going to go viral". ___________________ Paz Pisarski's LinkedIn https://www.linkedin.com/in/paz-pisarski/

Community Collective https://thecommunitycollective.co/

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#Business #Hybrency #MBA

Champagne Strategy

Paz Pisarski - Building High-value Communities - Community Strategy - S5 Ep13

Champagne Strategy

published منذ عام واحد

MP3•منزل الحلقة

Brain Hurt Scale = 2/10 - Did you know, one of the biggest growth channels tech companies invest in is community? The same goes for companies outside of SaaS as well.

Companies like Sephora and Nike have massive communities of customers that act as the glue for their entire promotional model.

But how do you create them? What are the do's and don'ts we need to be aware of and what tools should we use?

You could leverage the network effects and synergy that comes from building a high-value community.

Community Collective https://thecommunitycollective.co/

98 حلقات

#Business #Hybrency #MBA

كل الحلقات

Champagne Strategy

1
Paz Pisarski - Building High-value Communities - Community Strategy - S5 Ep13 1:02:23

منذ 6 weeks1:02:23

1:02:23

Brain Hurt Scale = 2/10 - Did you know, one of the biggest growth channels tech companies invest in is community? The same goes for companies outside of SaaS as well. Companies like Sephora and Nike have massive communities of customers that act as the glue for their entire promotional model. But how do you create them? What are the do's and don'ts we need to be aware of and what tools should we use? Luckily Paz Pisarski has created countless communities for some of the biggest companies in the world before evolving her model to teach this method to other community managers and interested entrepreneurs. During a panel discussion at SXSW Sydney in 2024 Paz Pisarski came into our orbit and we just had to have a chat afterwards, So if you want a crash-course in community building this will get you at least 90% of the way there. You could leverage the network effects and synergy that comes from building a high-value community. Or Continue to be a one-trick pony, cross your fingers and publish that next piece of content which everyone says is "going to go viral". ___________________ Paz Pisarski's LinkedIn https://www.linkedin.com/in/paz-pisarski/ Community Collective https://thecommunitycollective.co/…

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Ken Roberts - Emotions in Advertising - S5 Ep12 46:00

منذ 7 weeks46:00

46:00

Brain Hurt Scale = 3/10 - Do you need your advertising to be emotional in order for it to work? Ken Roberts has spent decades researching this with colleagues and is one of the world's authorities on this topic. In this wide-ranging interview we separate fact from fiction about everything from brand tracking, to the creative process, market-share drivers, advertising pre-testing vendors, famous marketing personalities and everything else in between. And Ken doesn't disappoint. Refuting much of the common wisdom and offering contrarian points of view supported by the practical commercially-focused research he's been personally involved with. Discover which voices you should be listening to and which you probably shouldn't if you're focused on high-value financial outcomes with your marketing expenditure. Or you could continue listening to the populist narratives of famous commentators. The choice is yours. _____ Links and recommended further reading mentioned in this episode. Ken Roberts https://www.linkedin.com/in/ken-roberts-789b222/ ForeThought - https://www.forethought.com.au/ BrandComms - https://www.brandcomms.ai/ Bendigo Better Bank TVC - https://www.youtube.com/watch?v=zx0UkhlcJCM Kmart Australia 1000 Mum's TVC - https://www.youtube.com/watch?v=rnHg_RcsWck Brand Health Tracking Course - https://app.vexpower.com/sim/how-to-measure-and-track-brand-accurately-without-a-vendor-filtered-lens/ The Folly of the ‘The Long and the Short of It’ https://www.greenbook.org/insights/gain-retain/the-folly-of-the-the-long-and-the-short-of-it Emotion: the Mandatory of Marketing – Part One: Behavior https://www.greenbook.org/insights/gain-retain/emotion-the-mandatory-of-marketing-8211-part-one-behavior Emotion: the Mandatory of Marketing – Part Two: Measurement https://www.greenbook.org/insights/gain-retain/emotion-the-mandatory-of-marketing-8211-part-two-measurement Emotion: the Mandatory of Marketing Part Three: Application https://www.greenbook.org/insights/gain-retain/emotion-the-mandatory-of-marketing-part-three-application…

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Scott Thomas - Hybrid and crowdsourced creative production - S5 Ep11 53:01

منذ 16 weeks53:01

53:01

Brain Hurt Scale = 2/10. Dealing with creative fills up a good chunk of any marketing department's time. But do you really have a binary choice between in-house vs agency? Or is there a better way? We interview co-founder of Creatively Squared, Scott Thomas to talk about the awkward creative production transition many companies are faced with. From one where a high-priced TVC sits at the core of the campaign. To the modern reality that embraces media fragmentation and takes advantage at scale. If you don't learn something, you haven't been listening.…

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Sam Redfern - Canva's shift from digital attribution to world-class model - Part 3 29:08

منذ 30 weeks29:08

29:08

Brain Hurt Scale = 6/10 - full episode featuring San Redfern from Canva who details how the company transitioned from a digital marketing attribution mindset into something far more world-leading and sophisticated. Where part 1 of the Digital Marketing Apocalypse series focused on the technical and legal changes that have occurred over time. And part 2 uncovered the impact this has had on company's marketing. Part 3 gives us a concrete example of how to successfully transition from the old way of measurement to the new way. Providing a great example of how teams should be measuring and operating. Including all the politics and subtle considerations you need to be aware of along the way. And yes I realize we all don't work for multi-billion dollar tech companies, but you'll pick up some very practical pointers from this episode which you can apply to any firm along the way. So if you're thinking of also making the switch from staring at digital marketing dashboards and spreadsheets....have a listen…

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Daniel McCarthy & Brett Hollenbeck - Digital Marketing Apocalypse - Part 2 37:59

منذ 33 weeks37:59

37:59

Brain Hurt Scale = 5/10. Following on from part 1, we explore a paper that studied thousands of online retailers between 2020 and 2022. The findings from this study have massive implications on the digital marketing industry, decision-makers, executives and investors. They analyzed 100's of billions of digital marketing expenditure and looked at how this affected customer acquisition and growth. Finding that not only have costs increased on average but firms who targeted certain customers and used particular channels realized the greatest drops in yield. So why are so few in the industry talking about something so momentous? There are a few reasons for that which we discuss near the end.…

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Keaton Garnet - Digital Marketing Apocalypse - Part 1 45:06

منذ 34 weeks45:06

45:06

Brain Hurt Scale = 8/10. Why is Apple all about privacy all of a sudden? Why is it so vogue for governments around the world to legislate user data protections? Take a trip back in time all the way through to the present to understand where it all started and where it's going. From the birth of Google Analytics, the cookie, UTMs through to Meta and Google ads, conversion columns and everything else in between. Why do we no longer hear the story about the stay-at-home mom who found online retailing success by mastering Facebook or Instagram? Why was there a mobile app boom that's since fizzled out? In the second half we then talk about the implications of the privacy crackdown. What this means for the industry supply chain and all the participants. Especially digital marketing platforms like Google, Meta and programmatic display. Is everyone operating in time that no longer exists and in denial? Why don't they want to change? Find out answers to all these questions by pressing play…

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Mike Taylor - A crash course in AI - S5 Ep7 1:15:25

منذ 38 weeks1:15:25

1:15:25

Brain Hurt Scale = 5/10. Want a crash course in AI without the sale pitch? Listen to people who have actually used it for years without the buzzword consulting BS getting in the way. Listen to this episode and get the perfect grounding in what you need to know. The terms you need to know. The history you need to understand in order to be confident talking about it even if you haven't used it very much. How did it start? Where did this new wave come from? What's an LLM? What's a diffusion model? What are the different brands? Is it better than a human? How do you prompt it properly to get results that are actually useful? All these questions answered and more. This summary was even written by AI…

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Mike Harris - The politics of growth #1 - Turnarounds, hugs and chugs - S5 Ep6 52:50

منذ 42 weeks52:50

52:50

Brain Hurt Scale - 2/10 - The first of a world-wide mini-series exposing true life stories behind the number 1 impediment to workplace success - politics. Mike Harris is an accomplished former executive and consultant with deep personal skills in consulting, sales, marketing, operations and product. He gives us three examples from a storied career. The first of which is 30mins about a successful turnaround at Phillips. On the surface all three stories are about political conflict and resolution. But also cover common constraints you'll frequently encounter in the workplace: interdepartmental cooperation, incentive dynamics, culture, capability, alignment and executive communication. But they're also just great examples of basic strategy hygiene: diagnosis, problem identification, objectives and action. A skill Mike says has been lost in the face of a few modern trends that are getting in the way. Even though his first story is from the 90's, the takeaways are perhaps even more relevant today than they've ever been. So no matter what sized business or what position you're in, I'd be very surprised if you don't learn something very valuable by listening to this series of wisdom-laden episodes. Especially if you want to know how to deal with people to get what you need done Let the games begin!…

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Brett Friedman - Applied creative strategy in an AI world - S5 Ep5 1:03:44

منذ 48 weeks1:03:44

1:03:44

Brain Hurt Scale = 4/10. Why does ChatGPT provide me with terrible responses. Why does DALL-E give me an image that's terrible? Learning how to brief creatives is an art form. After all, their job is to create artwork so this probably shouldn't come as a surprise. But if you've never created something yourself, you'll be oblivious as to how it all goes down. That mismatched perspective can all be fixed by listening to this episode where Brett Friedman goes through start-to-finish the entire process that goes on behind closed doors when you hire an agency. So if you want to be left to your own devices fumbling around using Canva or Photoshop or dealing with Upwork freelancers that's fine. Or if you're an AI creative guru who is adept at prompting the most sophisticated technology on the planet but can't get something back you like... This is the episode you need to listen to. Now…

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John James - brand first principles. Avoiding the brand scam - Repost from Cognism's podcast 38:07

منذ 49 weeks38:07

38:07

Brain Hurt Scale = 6/10. Republished with permission of an interview John James did with Cognism's Jamie Skeels on The Loop podcast. The Brandingmag articles caused quite a stir and Jamie was keen to dig a little deeper into some of the issues it raised for practitioners. How do we target people to build brand and sales at the same time? Which channels should we use? How do we sell these campaigns (or not) to senior directors and executives? What are the red flags or reasons not to invest in a brand campaign? Is John the antichrist when it comes to brand advertising? All important questions that are answered in this guest interview. Nice one gov-ner!…

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John James - Live SXSW Sydney 2023 interview - repost from Komo Technologies podcast 26:13

منذ 1 year26:13

26:13

Brain Hurt Scale = 3/10. A live recording of that time I was invited by James Pember to speak at the inaugural SXSW Sydney 2023. Note: this is a repost with permission of an episode of the Own The Moment podcast by Komo Technologies. James interviews me on-stage in front of 70+people and I try to answer a series of questions completely impromptu. James is a product leader and host of a podcast run by martech firm Komo Technologies. They have a podcast called 'Own The Moment'. Reposting here because I think the questions and answers will be of interest to you all. There were many things I wish I had said or rephrased or prepared for, but I suppose that's the nature of live interviews. What do you think?…

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Dale W. Harrison - Exposing the hidden incentives behind B2B purchases. Understanding procurement and buying committee dynamics - S5 Ep2 1:28:53

منذ 1 year1:28:53

1:28:53

Brain Hurt Scale = 5/10. No one in B2B buys based on value. Procurement and buying committees don't operate how you think they do. And why do 50%+ of B2B purchases end in a no-decision? If you want your career to be occupied with creating ads, rely on correlation, work status and manipulate company politics to get ahead. Nothing wrong with that, it's fine. Go for it. You will do well. But if you actually want to affect revenue and profit, this is an episode you can't miss. Dale and John reveal some of the dirty secrets that lie hidden deep within the industry. Use this rare information to get ahead as a challenger brand and succeed in the marketplace if you want to. Learn the history of Salesforce's success. The one that doesn't get talked about. Learn why some of these academic 'laws' of marketing actually work or don't work in real life. Why should you be really skeptical about the propositions ABM vendors and demand-gen platforms sprout? What lies do marketing heads and vendors tell you which you should actually ignore? Start listening to get head. Or be left behind.…

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Colin Lewis - How to be an effective marketer. Executive director-level thinking - S5 Ep1 1:08:35

منذ 1 year1:08:35

1:08:35

Brain Hurt Scale = 2/10. Racing car driver, Marketing Week columnist, retail media speaker and coach to marketing directors. Colin Lewis joins us for the first episode of 2024. While we were supposed to talk about retail media, this was one of those rare chances to tap into someone's mind that's experienced a depth and breadth of experience that's exceedingly rare. Colin's worked in multiple countries. Reinvented his specialty many times over. Put his money where his mouth is with his own businesses and worked for others to pay the bills. Big and small brands. For decades. Colin oozes stoic wisdom in a discussion that everyone from all angles within the industry can appreciate. We explore everything from marketing fundamentals to direct response and brand advertising. So get involved and start learning. Up your game. Start thinking like, a director…

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Part 5.3 - Actually Thinking Different about Think Different - Apple's real growth factor revealed 46:05

منذ 1 year46:05

46:05

Brain Hurt Factor = 4/10. The conclusion and penultimate episode of a 6 part series which explores brand campaigns. Questioning whether Apple's famous Think Different brand campaign was as successful as everyone thinks it is. This episode starts with a short recap of where we left off in 5.2. Then goes into revealing THE key growth factor behind Apple's explosive growth. Before discussing the genesis story behind this entire brand campaign. A story which was difficult to discover. Full of snippets of quotes from Steve himself, YouTube videos, experts in the field and other podcasts. By the end, you'll be able to walk away with a clear view of what the campaign did and didn't achieve. And - WHY it was created in the first place. Which will be likely different to what you believe it is. Make sure you at least listen to or read 5.1 and 5.2, if not all the episodes from part 1-6. Very red pill. Consume now with caution.…

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Part 5.2 - Thinking Different about Think Different - What exactly did it do? - S4 E22 42:29

منذ 1 year42:29

42:29

Brand hurt scale = 6/10. This is a direct follow on from the previous episode 5.1 which continues the story behind Apple's famous Think Different campaign. Here we go much deeper, analyzing the campaign's impact on Apple financially, both short and long term. Which is hard in audio form because a lot of the visuals are missing. But you'll learn ways you can properly assess any brand campaign and call out brand marketers who think they've delivered value, but haven't. Four expert opinions and three reputable studies are cited which you can use to support your argument either way. So was Think Different really one of the best brand advertising campaigns in history? Exactly how did it impact the company for better or for worse? Ultimately, it's up to you to decide but find out by having a listen and come to your own conclusions by the end. *For more details and visuals go to the Brandingmag website to access the full article.…

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Champagne Strategy » Paz Pisarski - Building High-value Communities - Community Strategy - S5 Ep13

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Paz Pisarski - Building High-value Communities - Community Strategy - S5 Ep13