The Marketing Companion

Is social media turning into a three-horse race? New research by Edison indicates that Americans are starting to migrate to three big social media platforms, while usage and preference is flattening out on secondary platforms. In this scintillating, 99th episode of The Marketing Companion, Tom Webster reveals a study 2o years in the making: The Infinite Dial. Some of the highlights of this show:

  • The social media shake-out: Why Snapchat will last and Twitter is in trouble
  • Emergence of smart speakers (like Google Home and Alexa) ... and why Apple is falling behind.
  • The profound implications of the extraordinary growth in video subscriptions
  • The decline of advertising opportunities and the impact on marketing
  • Surprising listener trends in podcasts (and why young people aren't going there)
  • The rise of YouTube as a music channel

In this episode, Tom and I also read our spam, because we can. Who's ready to rumble? Resources mentioned in this podcast: Edison's Infinite Dial Report Norm McDonald's Moth Joke.

Please support our extraordinary sponsors. Our content is free because of their generosity.

Many thanks to our friend Scott Monty for the awesome show intro. Be sure to check out his amazing newsletter The Full Monty and his new podcast available here: fullmontyshow.com.

BuzzSumo is the world’s best way to discover, analyze and amplify your content. Run over to BuzzSumo today for a 14 day free trial. Beyond data, BuzzSumo offers priceless insights into content discovery, monitoring, influencers and outreach, content research and planning, and competitor research. Find out why so many Marketing Companion fans are now hooked on Buzzsumo. Check out BuzzSumo’s powerful technology to look at the hottest content trends down to the hour!


If you've been following popular culture at all, you've probably learned by now of the downfall (at least temporarily) of YouTube's greatest star, PewDie Pie. PewDiePie, a Swedish gamer and humorist, is the first person alive to hit 10 billion views on YouTube. He pulls in more money each year than most Hollywood movie stars and he's the epicenter of YouTube culture. And then it all went south. The Wall Street Journal documented at least nine of his videos that had anti-Semitic messages. Two in particular went viral, one were two people in Africa held up a provocative sign and another where an actor dressed as Jesus explained that Hitler had done nothing wrong. The outfall was swift. An affiliate of Disney terminated his contract with a thud. His career was over, right? Not so fast. Here's the rest of the story.

  • In his initial apology video, PewDiePie seemed stunned. He said, "What I really don't understand is how you people did not get the joke." In a second video he railed at The Wall Street Journal for not understanding new media and accused the organization of targeting him.
  • Millions of online fans around the world defended him, and after the article, his subscriber base increased at its fastest rate ever.
  • Several journalists also came to his defense, including a prominent Jewish writer.
  • Nonplussed, PewDiePie created a video where he goes back in time and kills Hitler to clear his name. It received over 6.5 million views.

On the surface this makes no sense. How can people rally behind a person who sponsored those kind of messages? The truth is deeper, more subtle, and there is a profound message here for every company employing Millennials or selling to them. Something has changed. This is the topic of a fascinating new episode of The Marketing Companion. Any show that begins with rich Corinthian leather and ends with Hitler has to be interesting (you have to hear it to believe it). I think this is one of better shows and it pulls in some help from Chris Brogan. If you've never listened to the Marketing Companion before, give it a try. If you don't laugh in the first 90 seconds I'll give you your money back. Here we go ...

Please support our extraordinary sponsors. Our content is free because of their generosity.

Many thanks to our friend Scott Monty for the awesome show intro. Be sure to check out his amazing newsletter The Full Monty and his new podcast available here: fullmontyshow.com.

 BuzzSumo is the world’s best way to discover, analyze and amplify your content. Run over to BuzzSumo today for a 14 day free trial. Beyond data, BuzzSumo offers priceless insights into content discovery, monitoring, influencers and outreach, content research and planning, and competitor research. Find out why so many Marketing Companion fans are now hooked on Buzzsumo. Check out BuzzSumo’s powerful technology to look at the hottest content trends down to the hour!

Direct download: New_media_influencers_are_changing_marketing_forever.mp3
Category:Social Media Marketing -- posted at: 5:12am EST

Three years ago, I was working on what would be the biggest consulting contract of my career. It was a potential deal with a U.S. government agency and as part of the bidding process I had to be interviewed by their senior procurement professionals via Skype.

It was a bit intimidating. The stakes were high and I was facing a table full of people I didn't know.

I started to introduce myself but two sentences into my presentation, the procurement director interrupted me. "Oh Mr. Schaefer, we all know who you are," she said. "We've read your blog for years."

At that moment, I knew the competition was over. I was going to get that contract, for this simple reason: I was known, and the other bidders were not. Of course I was capable and competitive, but all things being equal, being known provides a powerful edge in the business world. I knew this contract was going to come my way ... and it did.

This is a powerful example of the critical role your personal brand can play in the world today. Whether you just want more doors to open for you, you want to write a book someday, or speak before an important industry event, if you're known, you're going to have more success. There are so many personal and professional benefits that depend on becoming known today.

And it might mean something more than that very soon. Being known might mean "relevance" in an imploding world of white-collar employment. Economists say that technology could kill 5 million jobs in the next three years -- mostly "knowledge worker" positions. Things are going to get competitive out there.

Becoming known may be the only permanent, sustainable competitive advantage we have in this tumultuous world. But where do you start? How do you do this? What is the role of social media? Blogs and video? Facebook, YouTube, Snapchat? How much time does it take?

This seems so overwhelming.

Well, until now. It does not have to be.

In this new episode of The Marketing Companion, I give the inside story of my new book. How I wrote it, why I wrote it, and how you, too, can become known.

Please enjoy a FREE CHAPTER of the new book > Free chapter of KNOWN

Now, on to the podcast -- KNOWN, or "GNOME," as Tom refers to it, lays out an actionable plan to develop a profound digital presence that is accessible and achievable. Let's dig into this together, shall we?

Please support our extraordinary sponsors. Our content is free because of their generosity.

Many thanks to our friend Scott Monty for the awesome show intro. Be sure to check out his amazing newsletter The Full Monty and his new podcast available here: fullmontyshow.com.

BuzzSumo is the world’s best way to discover, analyze and amplify your content. Run over to BuzzSumo today for a 14 day free trial. Beyond data, BuzzSumo offers priceless insights into content discovery, monitoring, influencers and outreach, content research and planning, and competitor research. Find out why so many Marketing Companion fans are now hooked on Buzzsumo. Check out BuzzSumo’s powerful technology to look at the hottest content trends down to the hour!

Direct download: Fame_fortune_and_the_art_of_becoming_known.mp3
Category:Social Media Marketing -- posted at: 7:56am EST

Is your head spinning over the prospect of digital transformation and marketing? Certainly the change ahead might seem dizzying. Social media and social selling, Big Data and analytics, new listening platforms, and artificial intelligence are just a few of the ideas gaining momentum. How does a marketing leader manage through this level of change? In this new episode of The Marketing Companion, Tom Webster and I interview Bryan E. Jones, VP North America Commercial Marketing for Dell Technologies. I have known Bryan for four years and I always learn something from him. In all my travels, I've never met another executive who is more tuned-in when it comes to the integration of technology and sales and marketing. Our latest episode of The Marketing Companion is an extraordinary conversation, revealing:

  • The importance of cultural support and leadership in a digital transformation.
  • Why you can't "metric" a digital culture.
  • How Dell is using training as a core component of employee involvement and social selling.
  • What is the difference between IT transformation and digital transformation?
  • How do we make technology work for us in marketing?
  • How Bryan challenges his commercial team to take risks, experiment, and push the boundaries of social media through innovation contests.
  • How do you keep focused on the technologies that will have really have an impact?
  • The shift toward video.

And of course Tom and I have a little fun along the way, revealing the secret behind the Marketing Companion Headquarters and why Meerkat is the ideal sponsor: Ready for this?

Please support our extraordinary sponsors. Our content is free because of their generosity.

Many thanks to our friend Scott Monty for the awesome show intro. Be sure to check out his amazing newsletter The Full Monty and his new podcast available here: fullmontyshow.com.

BuzzSumo is the world’s best way to discover, analyze and amplify your content. Run over to BuzzSumo today for a 14 day free trial. Beyond data, BuzzSumo offers priceless insights into content discovery, monitoring, influencers and outreach, content research and planning, and competitor research. Find out why so many Marketing Companion fans are now hooked on Buzzsumo. Check out BuzzSumo’s powerful technology to look at the hottest content trends down to the hour!.

Direct download: What_does_digital_transformation_mean_to_marketing_.mp3
Category:Social Media Marketing -- posted at: 4:51pm EST

The polish is off the Apple.

  • One tech commentator said there was something missing from the recent Consumer Electronics Show: Nobody was saying they were the "next Apple of ..."
  • Paypal founder Peter Thiel told the New York Times that the age of Apple is over. Provocative? Sensational? Or is there a kernel of truth there?
  • The company seems to be focusing on incremental change instead of bold new life-changing tech. They are falling behind in AI and smart speakers. IOS-based phone sales have been flat to declining for years.
  • The Apple laptops are getting unfavorable reviews from consumer sites. The company seems to be solving problems that consumers aren't having. Microsoft sales are surging with historically Apple markets like creatives.

What's going on and what can be done? Is the Age of Apple over? Sounds like a great topic for a podcast, right? Right! Tune-in as Tom Webster and I explore the future of the world's most valuable brand and their decision to get into original content.

Please support our extraordinary sponsors. Our content is free because of their generosity.

Many thanks to our friend Scott Monty for the awesome show intro. Be sure to check out his amazing newsletter The Full Monty and his new podcast available here: fullmontyshow.com.

 BuzzSumo is the world’s best way to discover, analyze and amplify your content. Run over to BuzzSumo today for a 14 day free trial. Beyond data, BuzzSumo offers priceless insights into content discovery, monitoring, influencers and outreach, content research and planning, and competitor research. Find out why so many Marketing Companion fans are now hooked on Buzzsumo. Check out BuzzSumo’s powerful technology to look at the hottest content trends down to the hour!

Direct download: Is_the_Age_of_Apple_over_.mp3
Category:Social Media Marketing -- posted at: 6:03pm EST

I've been in marketing more than 30 years and I think we're facing the period of greatest change in my experience, probably the greatest period of change in the history of marketing. In this new episode of The Marketing Companion, Tom Webster and explore the bold ideas that will have a profound impact on marketers including smart speakers, artificial intelligence, and the "streamification" of content. You won't want to miss this episode. We also get into our new app SlapChat. You need it. We all need it. Resources mentioned in this podcast The Inevitable: Understanding the 12 Technological Forces That Will Shape Our Future By Kevin Kelly

Please support our extraordinary sponsors. Our content is free because of their generosity.

Many thanks to our friend Scott Monty for the awesome show intro. Be sure to check out his amazing newsletter The Full Monty and his new podcast available here: fullmontyshow.com.

 BuzzSumo is the world’s best way to discover, analyze and amplify your content. Run over to BuzzSumo today for a 14 day free trial. Beyond data, BuzzSumo offers priceless insights into content discovery, monitoring, influencers and outreach, content research and planning, and competitor research. Find out why so many Marketing Companion fans are now hooked on Buzzsumo. Check out BuzzSumo’s powerful technology to look at the hottest content trends down to the hour!

Affinio is now offering a FREE eBook co-authored with Mark Schaefer called How to Identify, Understand and Grow Your Ideal Content Audience. Check it out, as well as their new free audience Discovery tool. Affinio is an advanced marketing intelligence platform that leverages the interest graph to understand today’s consumers. Affinio believes that if we can understand individuals at a deeper and richer level, then we can fundamentally change the way people relate to one another. By understanding the interests and cultural DNA of key audience segments, marketers are empowered to take an audience-first approach to making meaningful connections with ideal consumers. Find out how at Affinio.com.