Share

Beetle Moment Marketing Podcast

Voice technology, marketing, and business. Start the clock on your beetle moment.

Insights on the latest in marketing and voice technology with Emily Binder. Listen to grow your brand or your brain. Answering to no one, always raw. Start the clock on your beetle moment... now!
Latest Episode
2019-9-16

050 - TD Ameritrade Alexa Skills: Brevity, Levity, and Familiarity - Dani Fava

Ep. 50

Guest: Dani Fava, Director, Institutional Innovation, TD Ameritrade. Voice technology is a powerful medium for a relationship-centric business like wealth management. In fact, one of the Flash Briefings that Dani Fava launched, TD Ameritrade for Advisors, just won the Custodians: Thought Leadership category of the 2019 Wealth Management Industry Awards.


Hear about Dani's experience launching Alexa Flash Briefing skills for TD Ameritrade. With apps across voice assistants like Alexa and Google on both on the institutional and brokerage (retail) sides of their business, TD Ameritrade is a leader in voice for the banking category. And as Director of Innovation, Dani is leading that charge!


Plus Dani shared one financial advisor’s emotionally moving story about how the TD Ameritrade Alexa skill empowered a longtime client to once again feel control over her finances through voice.


Full show notes coming soon!

2019-9-16

050 - TD Ameritrade Alexa Skills: Brevity, Levity, and Familiarity - Dani Fava

Ep. 50

Guest: Dani Fava, Director, Institutional Innovation, TD Ameritrade. Voice technology is a powerful medium for a relationship-centric business like wealth management. In fact, one of the Flash Briefings that Dani Fava launched, TD Ameritrade for Advisors, just won the Custodians: Thought Leadership category of the 2019 Wealth Management Industry Awards.


Hear about Dani's experience launching Alexa Flash Briefing skills for TD Ameritrade. With apps across voice assistants like Alexa and Google on both on the institutional and brokerage (retail) sides of their business, TD Ameritrade is a leader in voice for the banking category. And as Director of Innovation, Dani is leading that charge!


Plus Dani shared one financial advisor’s emotionally moving story about how the TD Ameritrade Alexa skill empowered a longtime client to once again feel control over her finances through voice.


Full show notes coming soon!

2019-9-9

049 - The Killer Voice App - Dave Isbitski, Chief Evangelist Alexa - Pt. 2 of 2

Ep. 49

Guest: Dave Isbitski, Chief Evangelist, Amazon Alexa. We discussed Alexa Flash Briefing and the future of AI and how it will teach us about ourselves. The killer app is the connection. Part 2 of 2.


Click here for Part 1


We also answered a top question among marketers: how do you overcome discoverability challenges with early voice to get your Alexa skill found? 


Friendly reminder: please mute your Alexa device before listening.


1-Click listen in your favorite podcast app



SHOW NOTES:

1:05 Flash Briefing - a consistent way to engage your customers. Beats a silly CEO email no one opens. This is a better company update.

2:00"I want to engage and connect on a human level”

Cross modalities to drive enagements

2:45 Teri Fisher podcast: using SEO to share and promote all his Flash Briefings. Put all the briefings onto a blog. This is how to harness Flash Briefing across modalities and web as well as helping your SEO. 

3:20 You offer customers value. You must give. Pippa is a good tool to get your briefings embedded into your site with a simple widget which is also search-friendly (thanks for sponsoring our show, Pippa!)

4:00 What do you see coming down the pike as far as interaction within Flash Briefing? How do we move from passive to interactive, if we do at all - in voice experiences?

4:30 Dave: I’m a product person. I love consumer devices. I feel strongly that you want someone to get a new idea or understand how something will work, it must be a physical product. That was Echo. People want devices that work with Alexa. That customer sentiment has evolved - the future will be similar. 

7:50 Alexa Conversations

8:00 The future of voice

8:20 We as humans don't think in terms of TASKS but in terms of scenarios, ideas, and things we want to get done (REmars example)

9:35 Burn ur current ideas down. AI will help. Existentialism. 

11:00 There is no killer voice app. The killer thing is the relationship and context with AI. Like a long friendship - it’s not any one aspect that makes it meaningful, it’s the entire relationship. 


Listen anywhere: Subscribe free to this podcast


2019-9-2

048 - Dave Isbitski - Power of Alexa for Marketing - Pt. 1 of 2

Ep. 48

Dave Isbitski, Chief Evangelist, Amazon Alexa, on the power of Alexa for marketing, part 1 of 2.


Dave and Emily talked about why voice is a departure from previous technology (leaving Tap, Type, & Swipe - entering Voice First) and how you can harness Alexa to learn more about your customers. Plus: how you can use voice as the ultimate frictionless up-sell. 


Full show notes and web player here


We also answered a top question among marketers: how do you overcome discoverability challenges with early voice to get your Alexa skill found? 



Friendly reminder: please mute your Alexa device before listening.


1-Click listen in your favorite podcast app



SHOW NOTES:

2:05: Dave has worked in web and mobile for decades: what is different about voice?

3:40- “Voice cuts across all industries. From finance to CPG…” You’ll see people talking about voice in finance, then doctors and healthcare professionals about what does voice mean for patient care? And you’ll see others ask what does it mean for shopping and pay? Brand ask what it means for them and customer?

3:32 “Every technology I’ve ever talked about has always had training, we had to teach customers how to do this first before they can tell us what they want.” - Dave

Dave Isbitksi, Chief Evangelist, Alexa - Amazon

4:00 There is no learning curve with voice: it’s natural for everyone to speak

5:54 Inclusivity:

It’s not about how well you can code, it’s about how well you can converse

(Dave mentioned this in his keynote at VOICE Summit 2019)

7:10 The marketer’s bottleneck with IT - this is less a problem with voice (Emily)

7:50 Ruder Finn / PR Week event where Dave made a point about organizational education about voice - how it’s not really new but is easier:

8:30 “There must be a doc somewhere in your organization that can help you with voice” - a group is still responsible for teaching new tech (like with cloud) but getting people up to speed now is much easier

9:40 Alexa can learn easily - these are just restful web services passing JSON across SSL request - which we are already doing on mobile. It calls the same API. The magic is that Alexa is taking normal human language and figuring out which function to call, vs you hitting a button or tapping a screen to trigger that call.

10:25 Alexa stands on the shoulders of all the tech waves that came before

11:00 Let's have a discussion about your customer who engages not in a silo but on phones, tablets, social, and other on-ramps

11:10 Alexa Skills Kit enables you to teach Alexa how to have a conversation about things. “Set up parameters of a conversation our customers have with us.”

11:45 Alexa Voice Service is why you see Alexa in cars, radio services, Windows desktop, and other mobile devices

12:30 Upsell- with voice, this is the moment where your customer essentially already has their money out (movie theatre popcorn and Coke analogy). They’re already logged in. Brands can use their own POS like Domino’s does, or Amazon Pay - so it’s just very simple and natural in the moment to get an additional sale

13:00 The real difference with voice is being in the moment. We process sounds differently than other senses - it is in real time

14:00 Carl Jung reference - the subconscious collects 11 million but we can only process about 40 things in our conscious despite thousands of inputs coming into our brains at all times

16:00 Four years ago, Dave said "Get in early now to figure out what people are asking or saying"

16:42 Discoverability: how can marketers get their Alexa skills found?

17:00 When you first launched your brand's mobile app what did you do, just submit it to the App Store or Google Play? No! Let customers know it's there and why it's faster or better.

17:20 Banking app example - when it went mobile customers would choose that bank for its ease of use

17:50 MyFitnessPal Alexa skill - track calories by voice (Dave found out about it through another marketing message on the mobile app)

18:40 Remember that customers are multimodal - silo launches don’t work

19:00 If you already know the top three things your customers do on your mobile app (via analytics), those are your three functionalities to start with in voice

20:00 Reviews - flywheel of customer feedback on Alexa skills for usability studies


Listen anywhere: Subscribe free to this podcast

2019-8-26

047 - The New Wave of Financial Literacy - Xipi CEO Christine Concepción

Ep. 47

Schools are more likely to teach you "Hot Cross Buns" on the recorder than what Roth IRA is. With one in five students lacking basic financial literacy skills, it is clear that current methods aren’t working. Xipi CEO Christine Concepcion and her co-founders teamed up to create a better way to educate people about their finances. 


Christine experienced poverty at a young age and realized that education was the way out. She attended Columbia for undergrad then for business school, having graduated this past May.


  • Xipi will provide micro-lessons in five minutes or less to teach financial concepts through reading, video, or other forms of content - a voice component is coming soon
  • Beta launch in November 2019
  • 06:00 Gamification is a big part
  • Accessible language
  • 06:25 People with low levels of financial literacy rely on friends, parents, or friends to learn about money
  • 06:40 40% of Americans do not have $400 on hand for an emergency expense. They often rely on payday loans to cover costs, which puts them in an even more grave situation with extremely high interest rates.
  • 07:30 You see friends living their best life on Instagram but probably don't realize that 70% of young adults (people under 30) are receiving financial aid from their parents



Connect with Christine Concepcion and Xipi:


Instagram: @GetXipi

Xipi Team: https://getxipi.com/team


Our VoiceFirst Sponsor!

With Trinity Audio, publishers and bloggers can turn their readers into listeners by turning their written content into lifelike speech. All it takes is a short snippet of code to audio-fy your website. Get started for free at trinityaudio.ai

2019-8-19

046 - How NLP Improves Your Communication and Marketing - Corina Frankie

Ep. 46

Guest: Corina Frankie, CEO & Founder of Brand Besties, Certified NLP Practitioner


Neuro-Linguistic Programming and Voice Marketing, Communication, and Language


Click here to play this podcast in your favorite app


Show notes:

  • 02:25 “NLP (Neuro-Linguistic Programming) is collection of practical techniques, skills, and strategies that lead to excellence.” -Corina
  • NLP helps businesses align their values and organization to build rapport with clients and staff and better understand needs and motivations of their customers
  • 03:45 Effective questions lead someone to the answer they may already have
  • 04:10 Language matters - how we communicate and interact with ourselves and others
  • 04:30 NLP helps us understand how the brain works: how do we process information on the inside that comes to us from outside events or experiences? The internal representations we make about an outside event are not the event itself.
  • 05:00 What does it mean if your boss gives you more work than your coworkers? The internal representation (processing) is not necessarily the reality of the event.
  • 06:00 How do we create the thinking we have? Where are customers, clients, and staff coming from in specific situations?
  • 06:20 How do we get someone to want to buy something?
  • 06:40 Everyone has a pain or need. A business tries to solve it. But everyone sees their pain differently.
  • 07:00 Car buying example: do you see, hear, or learn about the car by grasping it?
  • 07:20 Visual, auditory, or kinesthetic apply to a buying decision - are you applying these across messaging to align with your customer?
  • 08:00 Mismatch of enthusiasm and energy (current model of someone’s world) is jarring and can ruin a sale or negotiation
  • 08:40 We are hardwired to mirror each other - this helps
  • 10:00 With Alexa skills or Google actions and other voice apps brands need a consistent, holistic sonic identity to match the rest of their positioning
  • 11:00 NLP 4-Mat System:
  • The basic premise of the 4-Mat system is that we all have different learning styles. Some people are motivated by Why? questions. They want to know why they are listening to this talk. Others by What? questions; they want information…and probably lots of it! The How? people want to get on and do an exercise, get their hands on it and try it. Then there are the What if? people who want to know how this material applies to their life, workplace or environment.
  • 12:10 The Charisma Pattern plays on kinesthetic, visual, and auditory pattern) - with a voice skill, how do you create a feeling or experience with the way you speak?
  • 13:20 Corina demonstrates slowing down and dropping her voice- like the recommendation for the late night FM radio DJ voice from Never Split the Difference by Chris Voss (highly recommend this book! Click here to order on Amazon.)
  • 14:02 People will tell you their primary representational system if you just listen to their language - pay attention to predicates and verbs people use
  • 14:45-16:04 Corina asks clients their vision for an experience she will create with Brand Besties - she listens for their predicates to find out if they are visual or kinesthetic so she can close the sale by speaking their language, e.g. “Picture this…” vs “How does this feel?…”
  • 16:20 Feeling predicates


Connect with Corina Frankie:

Brand Besties - Event Staffing and Promotional Modeling Agency

NLP - email corina (at) corinafrankie (dot) com


Our VoiceFirst Sponsor!

With Trinity Audio, publishers and bloggers can turn their readers into listeners by turning their written content into lifelike speech. All it takes is a short snippet of code to audiofy your website. Get started for free at trinityaudio.ai


2019-8-12

045 - Hearables and the Future of Audible Social Media - Dave Kemp

Ep. 45

Dave Kemp from Oaktree Products is an expert on hearables, which are smart, wireless in-ear devices such as AirPods. And they’re probably the future of voice, more so than smart speakers.


Dave and Emily talked about ambient computing from Alexa to wearables to the connected car. And interestingly we touched on the dire need for curated content to replace the noisy and overwhelming experience of social media today. Plus, hear how Alexa Flash Briefing might be the first iteration of that improved content experience.


Topics:


  • Hearables including AirPods and competitor products such as Samsung Galaxy Buds, Pixel Buds, Microsoft Surface headset
  • 5:10 Amazon hearables in late half of 2019 (competitor to AirPods)
  • Apple's new H1 chip in v2 AirPods shows that Apple is dedicated to AirPods for the long term (beyond using the W1 chip from Apple Watch), now AirPods have their own chip architecture just for hearables
  • First application is "Hey Siri" activation (no tapping required)
  • 7:10 Bret Kinsella helped people visualize importance of the smart speaker as training wheels, a conditional device to make people comfortable with the voice assistant, offloading smartphone related tasks to VAs. But hearables are really riding the bike.
  • The near-field voice assistant is key (smart speakers like the Amazon Echo and Google Home and Apple HomePod are far field)
  • 9:00 We have to recognize there has been a dramatic behavioral shift since 2016
  • It has becomes socially acceptable to wear in-ear devices all the time
  • 9:20 Form factors are developing: earrings (fashionable hearables) and Bose AR frames with speakers near the ear could be the future
  • 9:40 Hearing aids as a form factor allow for usage that is super discreet - moving away from stigma today and to all-day usage
  • Passively consuming content while synced to digital environment - all day usage is plausible
  • 10:30 Emily's Bluetooth headache - how can we minimize exposure to EMFs from a health standpoint?
  • 11:00 AirPods case could become the receiver vs streaming content from phone to AirPods. Content could be housed in the AirPod case and streamed in a lower bandwidth from the edge vs the cloud.
  • 11:20 Outfitting our bodies with technology - what are the health implications for heavy EMFs? TBD…
  • 12:25 Flash Briefing and passive consumption of content
  • Flash Briefing is such a gem
  • Dave’s Flash Briefing is his daily blog post on futurear.co then the briefing is a 60 second tease about the blog post (a promotional vehicle to his blog post)
  • Flash Briefing should be the star of the smart speaker - such a powerful use case
  • 14:00 This is the precursor to audio social media, consuming on demand the content you want to consume from your favorite sources (curated feed)
  • Amazon should be featuring Flash Briefing more but now it's relegated to the Settings area of the Alexa app
  • How can we put the Flash Briefing idea on other platforms?
  • 15:15 We are so overwhelmed with social media- what if you could Google Reader / RSS all that content?
  • Ways to better curate your attention and cut out the noise
  • We love Twitter but it requires so much parsing - what does the future hold and how can voicefirst make passive content consumption better?


Get in touch with Dave Kemp:


Thank you to our sponsor, Trinity Audio. I added the Trinity Audio player to my blog on beetlemoment.com and within two weeks I saw a 16% increase in my engagement rate. Anyone with a website can add the FREE Trinity Audio player to your text with one short snippet of code. 

It’s a win-win for content creators and site visitors. Meet your audience where they’re headed: a voice first world. 


Visit trinityaudio.ai





1-click subscribe to this podcast on your favorite podcast app

2019-8-5

044 - Paying Voice Talent, Junk Alexa Skills, and Business Integrity - Melanie Scroggins

Ep. 44

I spoke with Austin-based professional voice actor Melanie Scroggins, Owner of Melanie Scroggins Voiceover. Melanie found me based on my tweets about junk skills (Alexa skills with no content that are squatting on search terms). Her story resonated with me because it opens the door to a larger conversation about how we value and pay talent. For voice actors who are providing the important sonic branding that we in the voice community are effusive about, communities like SpokenLayer are underpaying freelancers to a surprising degree. And somehow, no one is talking about it.


This is about integrity and hopefully serves as a conversation starter. Let’s openly discuss these things so we can create a better place for everyone, from users and customers to developers, brands, and content creators.


Connect with Melanie Scroggins:

melaniescroggins.com

LinkedIn


1-click subscribe on your native podcast app