Marketing on Tap

a podcast about all things digital marketing

Episode 5

full
Published on:

9th Aug 2018

4:52am

Episode 5: Social Media, Angry Networks, and the End of the Web

Read Show Notes

When a respected leader in the tech industry suggests maybe you should consider deleting your social media accounts - all of them - it's more than worth listening to. This is exactly what Jaron Lanier suggests in his new manifesto/book, "10 Arguments for Deleting Your Social Media Accounts Right Now", and is the topic of discussion in episode five of Marketing on Tap. Using the growth of social media, and its impact on the people who use it, Lanier paints an extremely negative picture of how social media is impacting mental health, fostering negativity, and how our natural responses to everyday issues are being skewed by algorithms set up to take us down a particular path. As users of the networks start to look at their own use, and more people take "digital vacations" where they switch off from social media for long periods of time, we discuss what this means for marketers and digital marketing, if the current desertion of social networks continues at its current pace.

Read the transcript

Episode 4

full
Published on:

2nd Aug 2018

6:59am

Episode 4: Cambridge Analytica, Social Networks, and the Future of Data Mining

Read Show Notes

In episode four of the Marketing on Tap podcast, we take a look at how the fallout from the Cambridge Analytica scandal has left an indelible mark on how social networks gather data about their users. While Facebook may say it's taken steps to ensure it's going to do a lot better when it comes to its users, recent events would suggest otherwise, with the confirmation there's already attempted meddling in this year's U.S. mid-terms on the platform, and chief security officer Alex Stamos stepping down. With this background, what does it mean for marketers who use data from social networks to identify specific audiences? And what knock-on effect does that have for other networks and data sets when it comes to consumer trust? Settle back and enjoy this week’s topic, brought to you in the usual unscripted manner that you’ve come to expect when Sam and Danny take the mic.

Read the transcript

Episode 3

full
Published on:

27th Jul 2018

6:48am

Episode 3: Heinz, Ketchup Wars, and Can Marketing Win in Politics?

Read Show Notes

In episode three of the Marketing on Tap podcast, we take a look at how a giant of consumer packaged goods fell from grace when it left the Canadian market and became entangled in what would be known as “ketchup wars”. When Heinz moved its production of its famous ketchup from Canada to the U.S. in 2014, it became a PR and financial nightmare as Canadian consumers pushed back, and switched their allegiance to French’s Ketchup instead. Now, with the U.S. – Canadian trade wars seeing Heinz take an even bigger hit to its pocket, the company has started a campaign to win back Canadian consumers. But can marketing and PR win in a political and cultural war? Settle back and enjoy this week’s topic, brought to you in the usual unscripted manner that you’ve come to expect when Sam and Danny take the mic.

Read the transcript

Episode 2

full
Published on:

16th Jul 2018

8:45pm

Episode 2: Elon Musk, Corporate Citizenship, and Brand Cynicism

Read Show Notes

In this week's episode of the Marketing on Tap podcast, Sam Fiorella and Danny Brown take a look at how backlashes can start quickly when brands looking to be socially responsible get it wrong.

Elon Musk, and his attempts to help - some would say hinder - the rescue efforts to free the kids trapped in a cave in Thailand, is a perfect example of a "good deed" gone wrong. Can brands ever be truly good with their intentions, or does PR and an opportunity to promote get in the way?

Settle back and enjoy this week's topic, brought to you in the usual unscripted manner that you've come to expect when Sam and Danny take the mic.

Read the transcript

full

full
Published on:

16th Jul 2018

8:13pm

Episode 1: Influence Marketing, and How Trends and Technology Are Impacting It

Read Show Notes

In this first episode of the Marketing on Tap podcast, Sam Fiorella and Danny Brown take a look at how influence marketing has changed since their acclaimed book on the topic came out five years ago.

Is influence marketing in a better place than it was? Are brands using it better to gain actual business results? And how has influence marketing software changed since the days of Klout and social scoring?

Settle back and enjoy this week's topic, brought to you in the usual unscripted manner that you've come to expect when Sam and Danny take the mic.

Read the transcript

Show artwork for Marketing on Tap

About the Podcast

Marketing on Tap
tips and insights on digital marketing
In this popular digital marketing podcast, marketers, authors, and craft beer enthusiasts Sam Fiorella and Danny Brown enjoy a hoppy discussion about all things digital over a cheeky pint – or two.

Topics on the menu include influence marketing, social media, brand advocacy, and a taste testing of real world digital marketing campaigns (some are smooth, others don’t sit so well).

Don’t forget to stick around for last call, where the boys will serve you up one final marketing takeaway that you can go out and apply in the real world.

The Marketing on Tap digital marketing podcast is a great primer before the weekend.

About your hosts

Danny Brown

Profile picture for Danny Brown
Over the last 20 years in the Marketing field, Danny has delivered results for some of the biggest organizations in the technology, digital and consumer industries including Ontario Lottery Gaming Corporation, BlackBerry, British Telecom, Orange, Microsoft Canada, IBM, Ford Canada, FedEX, Scotiabank, Vodafone, Dell and LG Electronics. He is the co-author of “Influence Marketing: How to Create, Manage, and Measure Brand Influencers in Social Media Marketing” from Que/Pearson, as well as the author of three other books including “The Parables of Business”. Danny holds an Associate of Marketing degree from the Chartered Institute of Marketing in the UK and is a multiple award-winning marketer and blogger; voted one of Canada’s Top 50 Marketing Blogs; and won the Hive Award for Best Social Media Blog at the South by Southwest festival.

Sam Fiorella

Profile picture for Sam Fiorella
With almost 30 years senior sales and marketing experience under his belt, having lead the strategy and development for over 1800 digital projects for some of the world’s largest companies and marketing agencies, Sam heads up the digital & customer experience practice here at Sensei. During this time, he has developed and managed interactive marketing campaigns for AOL America, Sears Travel, Intrawest Resort Properties, GM/Saturn, American Idol, Snyder’s of Hanover, Kraft Foods, and hundreds more, including work for dozens of leading agencies around North America. Further, Sam has designed/developed many “world-first” web-based platforms including the world’s first web-based campground reservation system, the world’s first web-based airport crisis communication platform, and the world’s first interoperable suite of marketing technologies for advertising agencies. Sam has co-authored Influence Marketing: How to Create, Manage, and Measure Brand Influencers in Social Media Marketing, published by Pearson Publishing and takes time to teach advanced digital and social marketing strategies as an adjunct professor at Rutger’s Center for Management Development and professor at Seneca College in Toronto. Sam is also a regular Digital and Social Media commentator on CBC Radio.