{"id":516,"date":"2019-05-24T01:54:07","date_gmt":"2019-05-24T01:54:07","guid":{"rendered":"https:\/\/getaudiogram.com\/blog\/?page_id=516"},"modified":"2019-05-29T19:38:51","modified_gmt":"2019-05-29T19:38:51","slug":"marketing-over-coffee","status":"publish","type":"post","link":"https:\/\/getaudiogram.com\/blog\/review\/marketing-over-coffee\/","title":{"rendered":"Marketing Over Coffee: One Million Followers with Brendan Kane"},"content":{"rendered":"\n<p>As optimistic as it may seem to imagine your brand as an overnight success taking the global market by storm, <em>rapid social growth can transpire<\/em> by combining traditional marketing methods with a healthy dose of experimentation. <\/p>\n\n\n\n<p>On this <em><a href=\"https:\/\/www.marketingovercoffee.com\/2019\/03\/15\/brendan-kane-on-one-million-followers\/\">Marketing Over Coffee<\/a> <\/em>episode<em>,<\/em> host <a href=\"https:\/\/twitter.com\/johnjwall\">John Wall<\/a> discusses social followings with <a href=\"https:\/\/www.instagram.com\/brendankane\">Brendan Kane<\/a>, and how his book <em>One Million Followers<\/em> leads brands toward exponential social growth. With 15 years under his belt, Kane touches on the key strategies he\u2019s leveraged to catalyze celebrity followings, and adapts them for entrepreneurs and brands hungry for the secrets of social.<br><\/p>\n\n\n\n<p>Consider the rise of then country, now pop star Taylor Swift, for example. Working with Taylor before she was a household name, Kane had an inside look at how her fan base grew. Taylor \u201cunderstood the power of one to one communication with fans,\u201d early on, and by leveraging social media, built an army of advocates who felt connected to her brand and message. The result? Free positive publicity. Don\u2019t underestimate the power of <em>individual<\/em> interaction. Kane declares this genuine tactic a powerful maneuver for growing a loyal audience.<br><\/p>\n\n\n\n<figure class=\"wp-block-video aligncenter\"><video controls poster=\"https:\/\/s3.amazonaws.com\/audiogram-render-lambda-dev\/c5777350-78be-11e9-bfe7-e1ce003df32e\/poster.jpg\" src=\"https:\/\/s3.amazonaws.com\/audiogram-render-lambda-dev\/c5777350-78be-11e9-bfe7-e1ce003df32e\/audiogram.mp4\"><\/video><\/figure>\n\n\n\n<p>Kane\u2019s ability to work with clients of different social standings with different concerns, and at different points in their career, brought him to daytime tv star, Katie Couric. Aiding in her transition from <em>The Today Show<\/em> to the online portal, Yahoo News, Kane details how he used an approach he calls \u201cThe Art of the Interview\u201d to create content and rejuvenate her fan base. With Katie&#8217;s content getting lost in algorithmic feeds, and hosting a new show on a new medium, the need to maintain her relevance was paramount. Kane highlights \u201chook points\u201d as a key tactic to uncover new audiences.<br><\/p>\n\n\n\n<p>Kane&#8217;s Hook Points are short clips extracted from longer media, and selected to appeal to specific audiences. By testing these targeted and topical clips to see what was shared the most, Katie\u2019s newly found audience came out of hiding. All her future content was made to favour viewers that delivered the most engagement. Kane was simultaneously able to spark the interest of different audiences, and connect them all to Katie and her online presences. Katie\u2019s following quickly grew to include fans she never had while on television. <\/p>\n\n\n\n<p>This audience discovery strategy can be put to good use for any type of content being published digitally. This brilliant experimental framework is one of Kane\u2019s greatest gifts.<br><\/p>\n\n\n\n<figure class=\"wp-block-video aligncenter\"><video controls poster=\"https:\/\/s3.amazonaws.com\/audiogram-render-lambda-dev\/ff517320-78c1-11e9-bfe7-e1ce003df32e\/poster.jpg\" src=\"https:\/\/s3.amazonaws.com\/audiogram-render-lambda-dev\/ff517320-78c1-11e9-bfe7-e1ce003df32e\/audiogram.mp4\"><\/video><\/figure>\n\n\n\n<p>An experimental mentality is something Kane brings to all social platforms. For example, LinkedIn&#8217;s hyper targeted nature benefits any company when reaching out to a potential partner, but<em> how <\/em>you reach out makes all the difference. Kane advocates switching the conversation from selling to a <em>value<\/em> based form of messaging, yielding higher engagement and response rates every time. Testing how the benefits of a product or service are worded and received develops messaging that delivers value. <br><\/p>\n\n\n\n<figure class=\"wp-block-video aligncenter\"><video controls poster=\"https:\/\/s3.amazonaws.com\/audiogram-render-lambda-dev\/84691380-78c5-11e9-bfe7-e1ce003df32e\/poster.jpg\" src=\"https:\/\/s3.amazonaws.com\/audiogram-render-lambda-dev\/84691380-78c5-11e9-bfe7-e1ce003df32e\/audiogram.mp4\"><\/video><\/figure>\n\n\n\n<p>The inspiration behind Kane\u2019s methods stem from a 1970&#8217;s discovery on human behaviour called the Process Communication Model (PCM). The theory operates on the basis that individual&#8217;s personalities are composed of 6 separate behaviour types. Identifying the base behaviour type of your audience is the best way to help your message connect. The takeaway here is to think of whether or not your content is \u201cpackaged in the way they see the world,\u201d rather than how you see it. <br><\/p>\n\n\n\n<figure class=\"wp-block-video aligncenter\"><video controls poster=\"https:\/\/s3.amazonaws.com\/audiogram-render-lambda-dev\/9cf82ae0-78c9-11e9-bfe7-e1ce003df32e\/poster.jpg\" src=\"https:\/\/s3.amazonaws.com\/audiogram-render-lambda-dev\/9cf82ae0-78c9-11e9-bfe7-e1ce003df32e\/audiogram.mp4\"><\/video><\/figure>\n\n\n\n<p>As you go forth in the world of marketing, what Kane hopes you remember is threefold: distribute content out to draw attention back in, have an open mindset based in testing and experimentation, and always ask yourself \u201cwhy am i doing this, and who for?.\u201d Do this, and you\u2019re on your way to one million.<\/p>\n\n\n\n<p><strong>Want to hear more from Marketing Over Coffee?  <\/strong><\/p>\n\n\n\n<p>The full episode is available at: <a href=\"https:\/\/www.marketingovercoffee.com\/2019\/03\/15\/brendan-kane-on-one-million-followers\/\">https:\/\/www.marketingovercoffee.com\/2019\/03\/15\/brendan-kane-on-one-million-followers\/<\/a><a href=\"https:\/\/content.buysellads.com\/regrowth\/podcast-mistakes-to-avoid\"><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>As optimistic as it may seem to imagine your brand as an overnight success taking the global market by storm, rapid social growth can transpire by combining traditional marketing methods with a healthy dose of experimentation.<\/p>\n<div class=\"more-link-wrapper\"><a class=\"more-link\" href=\"https:\/\/getaudiogram.com\/blog\/review\/marketing-over-coffee\/\">Continue Reading<span class=\"screen-reader-text\">Marketing Over Coffee: One Million Followers with Brendan Kane<\/span><\/a><\/div>\n","protected":false},"author":3,"featured_media":540,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_mi_skip_tracking":false},"categories":[20],"tags":[],"_links":{"self":[{"href":"https:\/\/getaudiogram.com\/blog\/wp-json\/wp\/v2\/posts\/516"}],"collection":[{"href":"https:\/\/getaudiogram.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/getaudiogram.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/getaudiogram.com\/blog\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/getaudiogram.com\/blog\/wp-json\/wp\/v2\/comments?post=516"}],"version-history":[{"count":15,"href":"https:\/\/getaudiogram.com\/blog\/wp-json\/wp\/v2\/posts\/516\/revisions"}],"predecessor-version":[{"id":586,"href":"https:\/\/getaudiogram.com\/blog\/wp-json\/wp\/v2\/posts\/516\/revisions\/586"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/getaudiogram.com\/blog\/wp-json\/wp\/v2\/media\/540"}],"wp:attachment":[{"href":"https:\/\/getaudiogram.com\/blog\/wp-json\/wp\/v2\/media?parent=516"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/getaudiogram.com\/blog\/wp-json\/wp\/v2\/categories?post=516"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/getaudiogram.com\/blog\/wp-json\/wp\/v2\/tags?post=516"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}