Afleveringen
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In Ep. 146 of Earned, Conor Begley sits down with Jim Louderbackâeditor and CEO of âInside The Creator Economyâ Newsletter. To start, we dive into Jim's remarkable career spanning from management consulting to leading iconic media entities like PCMag, VidCon, and Revision3, and Jim shares invaluable insights for anyone navigating the media landscape. Jim then reveals his secret sauce to maintaining authenticity, creating compelling content, and leveraging AI tools such as ChatGPT to enhance the creative process. Next, we hear Jimâs innovative approach to event planning, emphasizing the importance of the attendee journey and creating lasting impressions. Switching gears, Jim highlights the increasing significance of digital creators and the transformative potential of AI tools like DALL-E and Midjourney. Jim explains how these technologies can democratize content creation, allowing a broader, global audience to share their stories online. We discuss how platforms like CreatorIQ are incredibly helpful for managing and scaling influencer marketing programs and underscore the importance of community and engagement in today's media environment. To close the show, Jim shares his passions outside of writing, which include technology reviews, as well as helping older generations travel as smoothly as they did in their younger years.
In this episode, you will learn:
1. Why staying true to one's passions and authenticity in content creation is vital to success
2. How AI tools can actually enhance creativity and significantly improve the content creation process
3. Why innovative event design, from pairing unexpected speakers to enhancing attendee experiences, is key to curating memorable experiencesResources:
Inside the Creator Economy - http://louderback.com/
Connect with the Guest:
Jimâs LinkedIn - https://www.linkedin.com/in/jlouderb/
Connect with Conor Begley & CreatorIQ:
Conorâs LinkedIn - @conormbegley
CreatorIQ LinkedIn - @creatoriq
Follow us on social:
CreatorIQ YouTube - @TribeDynamics
CreatorIQ Instagram - @creatoriq
CreatorIQ TikTok - @creator.iq
CreatorIQ Twitter - @CreatorIQ
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In Ep. 145 of Earned, Conor Begley sits down with Vandana TandonâChief Brand Marketing Officer of global retail conglomerate L'Occitane Group. To start, Vandana pulls back the curtain on L'Occitane's social transformationâfrom having a minimal social media presence to becoming a power player in the beauty industry. We dive into L'Occitane's strategic adoption of Instagram and TikTok, and hear how fostering relationships with influencers and content creators has helped the company build word-of-mouth and authentically resonate with new generations of consumers. Next, Vandana discusses how large-scale marketing events and the synergy between organic social and paid ads have significantly boosted product interest and ad performance. She also emphasizes the importance of cultivating a cohesive team culture built on respect and understanding, and shares her strategies for managing teams across the globe. To close the show, Vandana reflects on her personal career journey, and highlights the importance of patience, continuous learning, and building a complementary leadership team.
In this episode you will learn:
1. How L'Occitane has transformed into a social media powerhouse under Vandana's leadership, focusing on Instagram, TikTok, and creator partnerships.
2. Why building a cohesive team culture and global-local synergy have been key to brand success.
3. Vandana's career insights on patience, continuous learning, and how to assemble a complementary team for marketing leadership.Resources:
L'OCCITANE Group - https://group.loccitane.com/
Connect with the Guest:
Vandanaâs LinkedIn - https://www.linkedin.com/in/vandanatandon/
Connect with Conor Begley & CreatorIQ:
Conorâs LinkedIn - @conormbegley
CreatorIQ LinkedIn - @creatoriq
Follow us on social:
CreatorIQ YouTube - @TribeDynamics
CreatorIQ Instagram - @creatoriq
CreatorIQ TikTok - @creator.iq
CreatorIQ Twitter - @CreatorIQ
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Zijn er afleveringen die ontbreken?
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In Ep. 144 of Earned, Conor Begley sits down with RJ LareseâVP of Talent & Influencer Marketing at entertainment powerhouse, Paramount, overseeing strategy for Paramount+, Nickelodeon, and Awesomeness. With over 14k followers on LinkedIn, RJ is also a thought leader in the creator economy. To start, RJ reveals his tried-and-true strategies for integrating creators into the brand ecosystem, redefining how traditional media competes with social media and gaming platforms for the attention of Gen Z and Gen Alpha. RJ explains how creators have become the heartbeat of modern media, from voicing animated characters to creating bespoke experiences at the Kids' Choice Awards. Next, we dive into RJâs career journey, from getting his start in reality TV casting to climbing up to corporate leadership. RJ emphasizes the importance of a positive workplace culture and balancing hard work with leisure. To close the show, RJ shares his most transformative life lessons, including how his near-death experience reinforced the importance of a harmonious work-life balance.
In this episode, you will learn:
1. How integrating creators authentically into media can drive engagement and capture younger audiences
2. Why embracing creators as modern celebrities is crucial for media relevance
3. How work-life balance and positive workplace culture are essential for sustained success in entertainmentResources:
Paramount - https://www.paramount.com/
Connect with the Guest:
RJâs LinkedIn - https://www.linkedin.com/in/rjlarese/
Connect with Conor Begley & CreatorIQ:
Conorâs LinkedIn - @conormbegley
CreatorIQ LinkedIn - @creatoriq
Follow us on social:
CreatorIQ YouTube - @TribeDynamics
CreatorIQ Instagram - @creatoriq
CreatorIQ TikTok - @creator.iq
CreatorIQ Twitter - @CreatorIQ
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In Ep. 143 of Earned, Conor Begley sits down with Monica Khanâformer Executive Vice President of Creator Experience at Spotter, whose mission is to empower YouTube creators to accelerate their business and achieve creative freedom with transformative capital, innovative AI productivity software, expert knowledge, and a supportive community.To start, Monica takes us through her fascinating journey from the financial corridors of Wall Street to becoming a pivotal force in the digital media landscape, particularly at renowned companies like IGN Entertainment, YouTube, Facebook, and Spotter. Monica shares insights on how branded content partnerships can elevate creators' careers beyond traditional AdSense earnings. We hear about the monetization strategies across YouTube and Meta, and learn how each platform supports creators' revenue streams differently. Monica shares her expert views on the transition from transactional to relationship-based interactions, the crucial role of data and AI in content creation, and the emergence of new companies tackling the industry's evolving challenges. To close the show, we explore the rise of creator-led brands, using success stories like MrBeast and Preston Arsement to illustrate how creators are expanding their businesses while staying true to their creative roots.
In this episode, youâll learn:
1. How Monica Khan's transition from Wall Street to YouTube illustrates the evolution of the creator economy.
2. How differing monetization strategies between YouTube and Meta impact creators' revenue streams.
3. How the rise of creator-led brands emphasizes the importance of authentic connections and community-driven marketing.Connect with the Guest:
Monicaâs LinkedIn - https://www.linkedin.com/in/monicakhan/
Connect with Conor Begley & CreatorIQ:
Conorâs LinkedIn - @conormbegley
CreatorIQ LinkedIn - @creatoriq
Follow us on social:
CreatorIQ YouTube - @TribeDynamics
CreatorIQ Instagram - @creatoriq
CreatorIQ TikTok - @creator.iq
CreatorIQ Twitter - @CreatorIQ
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In Ep. 142 of Earned, Conor Begley sits down with Chris Chesebroâ Chief Digital Officer at Wella Company, an innovative global leader in the beauty industry with a portfolio of winning professional and retail hair, nails, and beauty tech brands. To start, we delve into the seismic shifts occurring in the beauty industry through digital innovation. Chris shares how his team harmonizes digital marketing strategies with MarTech and AdTech solutions to build beloved consumer brands while catering to diverse, country-specific needs. We hear how transitioning from a B2B to a B2B2C model and implementing innovative strategies on platforms like Amazon and Ulta have driven significant growth for Wella. Chris also emphasizes the importance of upskilling staff in digital tools like Google Analytics and Adobe Analytics. Switching gears, we dive into the vital role of social media in cultivating relationships within the professional hairdressing and nail art industry, and hear how Wella leverages affiliate partnerships and celebrates individual excellence. To close the show, Chris opens up about challenges and triumphs of navigating corporate spin-outs and digital transformations, before leaving us with his passions for cooking and wine.
Tune in to learn:
1. How transitioning from a B2B to a B2B2C model and implementing innovative strategies on platforms like Amazon and Ulta have driven significant growth for Wella
2. Why Wella prioritizes building strong relationships with hair and nail professionals through affiliate partnerships
3. How Wellaâs corporate spin-out from COTY led to innovative brand building and future-focused growth.Resources:
MMA Global - https://www.mmaglobal.com/
Connect with the Guest:
Chrisâs LinkedIn - https://www.linkedin.com/in/chrischesebro/?originalSubdomain=fr
Connect with Conor Begley & CreatorIQ:
Conorâs LinkedIn - @conormbegley
CreatorIQ LinkedIn - @creatoriq
Follow us on social:
CreatorIQ YouTube - @TribeDynamics
CreatorIQ Instagram - @creatoriq
CreatorIQ TikTok - @creator.iq
CreatorIQ Twitter - @CreatorIQ
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REPLAY - In Ep. 71 of Earned, Conor sits down with Marc Hustvedt, president of the largest YouTube channel in America (137 MILLION subscribers at time of recording, now 312 MILLION): MrBeast. Marcâs impressive resume also includes founding ventures like Tubefilter, Supergravity Pictures, and the Streamy Awards. We start the episode by learning why Marc enjoys building new companies, and hear why heâs particularly interested in YouTubers. We ask Marc about the core elements that make a piece of content successful, and the reasons behind MrBeastâs most recent explosion in (billions of) views. Marc shares how the MrBeast team has leaned into TikTok, before explaining the importance of viewer acquisition with captivating video titles and thumbnails, and a few of the ways MrBeast optimizes its content for performance. We hear Marcâs take on the current monetization models of social platforms like YouTube and TikTok, and how MrBeastâs side ventures like Feastables and MrBeast Burger are now contributing a larger slice of the revenue pie. To close the show, we discuss the impact that MrBeast, aka Jimmy Donaldson, has had on his hometown of Greenville, North Carolina, and hear whatâs in store for the company over the next 20 years.
In this episode, you will learn:
1. The keys to creating a successful piece of content
2. The importance of catchy video titles and thumbnails for viewer acquisition
3. How MrBeast grew a following of 213 million subscribers (and counting!)Resources:
MrBeast Youtube: @mrbeast
MrBeast Twitter: @mrbeast
MrBeast Instagram: @mrbeast
Shop MrBeast Merch: https://shopmrbeast.com/
Connect with the Guest:
Marcâs LinkedIn
Connect with Conor Begley & CreatorIQ:
Conorâs LinkedIn - @conormbegley
CreatorIQ LinkedIn - @creatoriq
Follow us on social:
CreatorIQ YouTube - @TribeDynamics
CreatorIQ Instagram - @creatoriq
CreatorIQ TikTok - @creator.iq
CreatorIQ Twitter - @CreatorIQ
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In Ep. 141 of Earned, Conor Begley sits down with Anastasia Soare, founder and CEO of iconic beauty powerhouse, Anastasia Beverly Hills. To start, we discuss Anastasiaâs journey from arriving in the U.S. in 1989 without knowing English, to transforming her passion for beauty into a billion-dollar empire. Anastasia shares the remarkable story behind building ABH from scratch, highlighting the importance of resilience, hard work, and family bonds. An influencer marketing pioneer in the early days of social media, Anastasia reveals how ABHâs authenticity and digital savvy fostered a loyal community of fans that took the brandâand consumersâ browsâto new heights. Switching gears, we dive into Anastasiaâs artistic background, and she pulls back the curtain on how principles of light, shadow, and proportion from her art school days have influenced her makeup techniques, before emphasizing the brandâs commitment to solving customer problems with innovative products. To close the show, Anastasia shares her tips for managing a global enterprise while staying true to your brandâs core values.
In this episode, you will learn:
1. How Anastasia Soareâs resilience, passion, and visionary strategies propelled her journey from immigrant to beauty mogul
2. Why organic community building played a crucial role in Anastasia Beverly Hills' runaway success
3. How artistic principles and innovative problem-solving have kept ABH at the forefront of the beauty industryResources:
Anastasia Beverly Hills - https://www.anastasiabeverlyhills.com/
Connect with the Guest:
Anastasiaâs LinkedIn - https://www.linkedin.com/in/anastasia-soare-337806125/
Connect with Conor Begley & CreatorIQ:
Conorâs LinkedIn - @conormbegley
CreatorIQ LinkedIn - @creatoriq
Follow us on social:
CreatorIQ YouTube - @TribeDynamics
CreatorIQ Instagram - @creatoriq
CreatorIQ TikTok - @creator.iq
CreatorIQ Twitter - @CreatorIQ
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In Ep. 140 of Earned, Conor sits down with Paul Jauregui, co-founder of viral makeup brush brand BK Beauty. To start, Paul unpacks the remarkable journey of building a successful beauty brand with his wife, professional makeup artist and YouTube sensation Lisa J, from her early days as a makeup artist at MAC Cosmetics, to building a community of over 300k subscribers on YouTube. Next, we dive into the intricacies of social commerce, exploring how BK Beauty harnesses the power of TikTok, YouTube, and Shopify to streamline processes and cultivate authentic relationships with creators. Paul explains his strategic decision to build in-house distribution, and how it has been pivotal in scaling their operations. We then explore the critical role of influencer partnerships in e-commerce, and discuss the important balance between paid acquisition and organic growth. Paul also emphasizes the importance of maintaining brand integrity and positive values, and sheds light on BK Beauty's collaboration with the Kindness Campaign. To close the show, we take a look at the brandâs exciting upcoming events and collaborations, so keep an eye out!
In this episode, youâll learn:
How integrated, closed-loop systems can skyrocket social commerce growth on platforms like TikTok and YouTube
Why BK Beauty chose to remain DTC in order to maintain operational control, efficiency, and authentic storytelling
Why building genuine influencer relationships and balancing paid and organic strategies have been crucial for BK Beautyâs e-commerce expansion
Resources:
BK Beauty - https://www.bkbeauty.com/
Connect with the Guest:
Paulâs LinkedIn - https://www.linkedin.com/in/myover/
Connect with Conor Begley & CreatorIQ:
Conorâs LinkedIn - @conormbegley
CreatorIQ LinkedIn - @creatoriq
Follow us on social:
CreatorIQ YouTube - @TribeDynamics
CreatorIQ Instagram - @creatoriq
CreatorIQ TikTok - @creator.iq
CreatorIQ Twitter - @CreatorIQ
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In Ep. 139 of Earned, Conor sits down with Jenna Habayeb, CMO of trendy, washable rug brand Ruggable. To start, Jenna unpacks how she transitioned from a career in the beauty industry with Ipsy to the innovative world of home decor at Ruggable. We discuss the complexities and differences when it comes to marketing home decor compared to beauty products, including the role of creators and the logistical challenges of photo shoots. Jenna then emphasizes the importance of blending performance marketing with brand building, and shares her favorite strategies for driving community engagement and growth through PR, social media, influencers, and experiential marketing Next, we explore Ruggable's strategic collaborations with popular brands like Bridgerton and Pantone, and hear how the company swiftly responds to cultural trends (like launching products inspired by Beyonce's album release). To close the show, Jenna shares her take on the evolving role of a CMO, highlighting the importance of a full-funnel marketing approach, diversification of channels, and potential retail expansions.
In this episode, you will learn:
Why blending performance marketing with brand building is vital to Ruggableâs success The importance of agility in modern marketing and adapting to current trends How product satisfaction, unique value, and retail expansion helps Ruggable maintain its customer baseResources:
Ruggable - https://ruggable.com/
Connect with the Guest:
Jennaâs LinkedIn - https://linkedin.com/in/jennahabayeb/
Connect with Conor Begley & CreatorIQ:
Conorâs LinkedIn - @conormbegley
CreatorIQ's LinkedIn - @creatoriq
Follow us on social:
CreatorIQ YouTube - @CreatorIQOfficial
CreatorIQ Instagram - @creatoriq
CreatorIQ TikTok - @creator.iq
CreatorIQ Twitter - @CreatorIQ
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In this weekâs special double episode of Earned, we hear from both David Jones, founder and CEO of the Brandtech Group, and Heather Kehrberg, Director of Amazon Ads Creative Studios.
To start, David Jones discusses the transformative impact of generative AI on the marketing and advertising industries. From founding the BrandTech Group in 2015 to achieving monumental growth, David shares how strategic investments, including in AI, drove the company's success. We unpack Davidâs experience pioneering AI chatbots, digital twins, and acquiring generative AI platform Pencil. We then dive into the shift from traditional advertising to AI-driven content creation, offering insights and career advice for aspiring professionals in a rapidly evolving landscape.
We then pivot to our own Chris Curtisâ conversation with Amazon's Heather Kehrberg, which explores the power of creator marketing and brand storytelling. Heather reveals the strategic integration of video content and creator partnerships into Amazon's ad campaigns, and emphasizes the importance of authenticity to drive success. We close the show by unpacking CreatorIQâs robust relationship with Amazon, and offer a forward-looking perspective on the evolving landscape of advertising and community building.
In David's episode you will learn:
1. How generative AI and machine-generated content have been instrumental in BrandTech Group's success
2. How the shift from traditional TV advertising to social, and now Gen AI, is democratizing content creation
3. Why early investments in trends like AI chatbots can propel your company forward and how these risks can pay offIn Heather's episode you will learn:
1. Why video content and authentic storytelling are essential for consumer engagement and brand loyalty
2. How nostalgic and relatable campaigns, like McDonald's adult Happy Meal and Mars' M&M characters, effectively connect with diverse audiences.
3. How future advertising trends will emphasize the creator economy by integrating creator content into broader marketing strategies.Resources:
The BrandTech Group - https://thebrandtechgroup.com/
Amazon - https://www.amazon.com/Connect with the Guest(s):
Davidâs LinkedIn - https://www.linkedin.com/in/davidjonesoyw/
Heatherâs LinkedIn - https://www.linkedin.com/in/heatherkehrberg/Connect with Conor Begley & CreatorIQ:
Conorâs LinkedIn - @conormbegley
CreatorIQ LinkedIn - @creatoriq
Follow us on social:
CreatorIQ YouTube - @TribeDynamics
CreatorIQ Instagram - @creatoriq
CreatorIQ TikTok - @creator.iq
CreatorIQ Twitter - @CreatorIQ
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In Ep. 137 of Earned, Conor sits down with Chris Harrington, the newly appointed CEO of CreatorIQ, for an in-depth conversation about his remarkable journey and strategic vision for the influencer marketing industry. Chris opens up about his rigorous evaluation process, CreatorIQâs growth potential and alignment with his strategic vision. Drawing on personal experiences, including his wife Angie's successful influencer career and his daughter Jessaâs creation of a $15M clothing brand through social media, Chris underscores the critical role of authenticity in creator marketing. He shares valuable insights on personal branding, emphasizing the importance of a unique voice and trustworthy engagement for influencers. We also explore his professional background, including pivotal strategic decisions made during his tenure at Omniture, where real-time analytics and creative competitive strategies were key to success. Chris further delves into the complexities and triumphs of unifying corporate data at Domo, shedding light on the challenges of raising funds and engaging industry giants.
Read our Q&A with Chris here!
In this episode, youâll learn:
1. The significance of strategic vision, resilience, and collaboration among brands, agencies, social networks in the creator economy
2. Why personal branding and maintaining a unique voice in influencer marketing is critical to success
3. How Chris meticulously evaluated over 22 companies before choosing CreatorIQ for its robust industry potential and alignment with his vision.Resources:
CreatorIQ - https://www.creatoriq.com/
Connect with the Guest:
Chrisâs LinkedIn - https://www.linkedin.com/in/cch360/
Connect with Conor Begley & CreatorIQ:
Conorâs LinkedIn - @conormbegley
CreatorIQ LinkedIn - @creatoriq
Follow us on social:
CreatorIQ YouTube - @TribeDynamics
CreatorIQ Instagram - @creatoriq
CreatorIQ TikTok - @creator.iq
CreatorIQ Twitter - @CreatorIQ
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In Ep. 136 of Earned, Conor sits down with Noella Gabriel, co-founder and global president of ELEMISâthe UK-based skincare line with beloved, collagen-powered products that helped the brand achieve an 87% YoY EMV growth. To start, we dive into Noellaâs early years which were marked by an intense focus on voice training, and learn how this period of her life instilled a profound understanding of the connection between breath, body, and skin healthâa philosophy that would later become a cornerstone of ELEMISâ ethos. Noella recounts the pivotal moments, including a life-changing call from Linda Steiner, that sparked the birth of ELEMIS, and her enduring passion for essential oils and skin wellness. Next, Noella shares an insider's view of the innovative strategies that propelled ELEMIS to global success. We then discuss the brandâs digital innovation and global expansion, highlighting the strategic merger with L'Occitane. To close the show, Noella shares how she finds balance in everyday life through her love of music and being a mother.
In this episode, you'll learn:
1. How Noellaâs passion for essential oils and holistic wellness formed the foundation of ELEMISâ philosophy, emphasizing that today's choices impact tomorrow's skin
2. Why long-term thinking and community-driven development are important in navigating challenges and sustaining brand growth
3. How strategic decisions facilitated ELEMISâ global expansion
Resources:
ELEMIS. - https://www.elemis.com/
Connect with the Guest:
Noellaâs LinkedIn - https://www.linkedin.com/in/noella-gabriel
Connect with Conor Begley & CreatorIQ:
Conorâs LinkedIn - @conormbegley
CreatorIQ LinkedIn - @creatoriq
Follow us on social:
CreatorIQ YouTube - @TribeDynamics
CreatorIQ Instagram - @creatoriq
CreatorIQ TikTok - @creator.iq
CreatorIQ Twitter - @CreatorIQ
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Recorded live from the Cannes Lions International Festival of Creativity, this weekâs guest host Chris Curtis, Global Head of Strategic Accounts at CreatorIQ, sits down with Julie Haleluk, Global Head of Growth for Amazon Shopping Videos. To start, we dive into the transformative world of shoppable video content and its impact on digital marketing. Julie shares her professional journey from agency work to influential roles at DirectTV and AT&T, which eventually led her to Amazon. Next, Julie offers insight into how her diverse career background fuels her innovative approach to content development, marketing, and product management. We then discuss how Amazon has been a pioneer in shoppable video, with the rapid growth of Amazon Live, the introduction of the Amazon Live Fast channel, and its revolutionary Shop the Show technology. We explore the critical role of measurement in this evolving field, and unpack compelling case studies that highlight the potential for future growth within the Amazon ecosystem. To close the show, Julie shares her passion for future planning and being on the cutting edge of what's coming next.
In this episode, youâll learn:
1. How empathy fosters effective collaboration and innovation in digital marketing.
2. Why Amazon has made significant strides in integrating shoppable video content to create new opportunities for brands and consumers.
3. How Amazon's focus on metrics like new-to-brand sales and the halo effect of creator content highlights the evolving landscape of digital marketing.Resources:
Amazon Shopping Videos - https://www.aboutamazon.com/
Connect with the Guest:
Julieâs LinkedIn - https://www.linkedin.com/in/juliehaleluk/
Connect with Conor Begley & CreatorIQ:
Conorâs LinkedIn - @conormbegley
CreatorIQ LinkedIn - @creatoriq
Follow us on social:
CreatorIQ YouTube - @TribeDynamics
CreatorIQ Instagram - @creatoriq
CreatorIQ TikTok - @creator.iq
CreatorIQ Twitter - @CreatorIQ
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In Ep. 134 of Earned, Conor sits down with Gregory Galant, co-founder and CEO of innovative PR-software company Muck Rack and The Shorty Awardsâthe first award show to honor digital and social media content. To start, we dive into Gregâs early adventures in podcasting before unpacking his role in reshaping the public relations landscape. Greg shares how his experience interviewing social media pioneers influenced his engagement with emerging platforms, leading to the viral success of the Shorty Awards and the inception of Muck Rack. Next, Greg explains how Muck Rack evolved from a free service for journalists into a comprehensive SaaS platform that revolutionized PR as the first-ever CRM for PR teams. We then discuss the intricacies of PR measurement, the importance of customer feedback, and the transformative potential of AI in the industry. To close the show, Greg shares what motivates him and how he finds fulfillment in creating tools that help professionals excel.
In this episode, youâll learn:
How Muck Rack's media database and coverage reporting help prove the value and impact of PR. How Muck Rack transformed the industry by creating the first-ever CRM for PR teams. How early adoption can lead to innovative platforms that meet evolving industry needsâlike the Shorty Awards.Resources:
Muck Rack - https://muckrack.com/
Connect with the Guest:
Gregoryâs LinkedIn - https://www.linkedin.com/in/galant/
Connect with Conor Begley & CreatorIQ:
Conorâs LinkedIn - @conormbegley
CreatorIQ LinkedIn - @creatoriq
Follow us on social:
CreatorIQ YouTube - @TribeDynamics
CreatorIQ Instagram - @creatoriq
CreatorIQ TikTok - @creator.iq
CreatorIQ Twitter - @CreatorIQ
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In Ep. 133 of Earned, Conor sits down with Neahle Jones, VP of US Consumer Engagement for L'OrĂ©alâs Consumer Product Division. To start, we dive into L'OrĂ©alâs tried-and-true strategies for crafting authentic and accessible contentâincluding leveraging creative material and influencer collaborations. Neahle discusses how L'OrĂ©al shifted from following the traditional marketing playbook to fostering community and building genuine relationships with superfans. Next, Neahle offers a behind-the-scenes look at managing a global brand like Maybelline and discusses how L'OrĂ©al leverages its extensive resources to maintain its position in the market. Switching gears, Neahle emphasizes the importance of working with creators who are genuinely enthusiastic about your brand to ensure authenticity and alignment throughout the partnership. To close the show, Neahle opens up about the challenge of balancing a thriving career with personal goals.
In this episode, youâll learn:
How L'Oréal fosters authentic connections that resonate with consumers by shifting from traditional marketing to creator marketing Why L'Oréal has shifted from highly produced content to democratized, creator-driven content in order to humanize the brand and leverage the unique strengths of creators Why the company fosters a culture of innovation and emphasizes mentorship for employees' professional growthResources:
LâOrĂ©al - https://careers.loreal.com/en_US/content
Connect with the Guest:
Neahleâs LinkedIn - https://www.linkedin.com/in/neahlejones/
Connect with Conor Begley & CreatorIQ:
Conorâs LinkedIn - @conormbegley
CreatorIQ LinkedIn - @creatoriq
Follow us on social:
CreatorIQ YouTube - @TribeDynamics
CreatorIQ Instagram - @creatoriq
CreatorIQ TikTok - @creator.iq
CreatorIQ Twitter - @CreatorIQ
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In Ep. 132 of Earned, Conor sits down with Kim Larson, Global Managing Director & Head of YouTube Creators. To start, we dive into Kimâs career at Jamba Juice and Google, which helped shape her interest in diverse global markets and growing niche communities. We pivot to YouTube, and Kim explains how the platformâs monetization strategies empower creators to earn an income outside of brand deals. We also discuss YouTubeâs dedicated support systems for gaming content, and the rise of watching YouTube content on TV. Next, Kim reveals how generative AI is revolutionizing content creation, with tools like thumbnail A-B testing and Project Lantern, before offering a sneak peek into YouTube's innovative features like Dream Screen and Dream Track. We then hear how YouTubeâs community and partner managers provide personalized support to creators at every stage of their journey. To close the show, Kim talks about motherhood, and shares the joys and challenges of raising multilingual children.
In this episode you will learn:
The different support models that YouTube offers to its creators across verticals. How YouTube is investing in AI tools for content creation and why the platform is prioritizing longer, high-quality videos. The monetization strategies that empower creators to earn money outside of typical brand deals.Resources:
YouTube - https://www.youtube.com/
Connect with the Guest:
Kimâs LinkedIn - https://www.linkedin.com/in/kim-larson-304486/
Connect with Conor Begley & CreatorIQ:
Conorâs LinkedIn - @conormbegley
CreatorIQ LinkedIn - @creatoriq
Follow us on social:
CreatorIQ YouTube - @TribeDynamics
CreatorIQ Instagram - @creatoriq
CreatorIQ TikTok - @creator.iq
CreatorIQ Twitter - @CreatorIQ
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In Ep. 131 of Earned, Conor sits down with Bridget Dolan, Managing Director of the YouTube Shopping division. To start, we explore how the creator economy has evolved on YouTube and unpack its significant influence on e-commerce. Bridget explains how creators, viewers, and brands are entwined in a symbiotic relationship that's reshaping retail through authentic content and seamless shopping experiences. We then dive into YouTube's innovative shopping features, including an affiliate program that fosters partnerships between over 50,000 creators and leading brands. Next, we discuss distinct consumer behaviors and trendsâlike Korea's live shopping craze and Brazil's unique marketâand Bridget shares how cultural differences impact consumersâ shopping habits. Switching gears, Bridget reflects on her time at Sephora and reveals why she decided to join YouTube. To close the show, Bridget emphasizes the importance of authentic creator partnerships and their impact in building an audience and driving sales.
Tune in to learn how:
Trust & Authenticity Drive Success: YouTube's affiliate program connects 50,000+ creators with top brands, fostering genuine relationships that encourage viewers to shop with confidence. Cultural Nuances Shape Shopping: From Korea's live shopping craze to Brazil's unique consumer habits, understanding regional differences is crucial for global e-commerce growth. The Future is Shoppable Content: With strategies like QR codes for TV shopping and data on creators driving sales, YouTube is at the forefront of merging entertainment with online shopping.Resources:
YouTube - https://www.youtube.com/
Connect with the Guest:
Bridgetâs LinkedIn - https://www.linkedin.com/in/bridgetdolan/
Connect with Conor Begley & CreatorIQ:
Conorâs LinkedIn - @conormbegley
CreatorIQ LinkedIn - @creatoriq
Follow us on social:
CreatorIQ YouTube - @TribeDynamics
CreatorIQ Instagram - @creatoriq
CreatorIQ TikTok - @creator.iq
CreatorIQ Twitter - @CreatorIQ
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In Ep. 130 of Earned, Conor sits down with Peter Thomas Rothâfounder and CEO of his beloved, namesake skincare brand, Peter Thomas Roth. To start, we dive into how Peterâs problem-solving formulas for acne and anti-aging have propelled his products to top-shelf status. Peter then walks us through his brand's evolution and shares how he leverages social media to fuel growth. Next, Peter pulls back the curtain and reveals how he manages production costs and inventory, as well as why he chooses to remain an independent company. To close the show, we discuss the challenges of navigating the retail landscape, and Peter shares his strategies for marrying the art of skincare with the science of business.
In this episode, youâll learn:
How PTRâs commitment to high-quality product development has been key to the brand's success
Why a strategic approach to brand placement, inventory management, and production costs is essential in navigating the luxury skincare market.
How viral social media moments can significantly impact sales, and why brands must have the operational agility to handle sudden surges in demand.
Resources:
Peter Thomas Ross - https://www.peterthomasroth.com/
Connect with the Guest:
Peterâs LinkedIn - https://www.linkedin.com/company/peter-thomas-roth-clinical-skin-care/
Connect with Conor Begley & CreatorIQ:
Conorâs LinkedIn - @conormbegley
CreatorIQ LinkedIn - @creatoriq
Follow us on social:
CreatorIQ YouTube - @TribeDynamics
CreatorIQ Instagram - @creatoriq
CreatorIQ TikTok - @creator.iq
CreatorIQ Twitter - @CreatorIQ
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In Ep. 129 of Earned, Conor sits down with Brad Schultz, co-founder and CMO of BeatBox. To start, we dive into how Brad and his high school buddy Justin Fenchel (fellow co-founder and CEO of BeatBox) evolved from teenage business enthusiasts to the masterminds behind a beverage revolution. Brad pulls back the curtain around the pairâs experience on Shark Tank, and we hear how the critical mentorship of Mark Cuban fueled the brandâs trajectory towards innovation and market success. We then discuss the strategic shifts that propelled BeatBox to new heights, like transitioning to eco-conscious Tetra Pak packaging. We explore the complex challenges of the alcohol industry's regulatory landscape and how Beatbox has navigated them with grace. Switching gears, Brad touches on Beatboxâs influencer marketing program and the community-building strategies that have kept the brand top of mind for consumers. To close the show, Brad reveals his favorite BeatBox flavors.
In this episode, youâll learn:
How leveraging word-of-mouth marketing, real-life experiences, and influencer partnerships can expand your brand. How strategic product shifts, like transitioning to eco-friendly single-serve packaging, and a strong brand identity centered on community have propelled BeatBox to the top of the alcohol industry. How BeatBoxâs Shark Tank appearance, mentorship from Mark Cuban, and subsequent strategic decisions played pivotal roles in navigating financial hardships and regulatory challenges in the alcohol industry.Resources:
Beatbox - https://beatboxbeverages.com/
Connect with the Guest:
Bradâs LinkedIn - https://www.linkedin.com/in/bradorbradley/
Connect with Conor Begley & CreatorIQ:
Conorâs LinkedIn - @conormbegley
CreatorIQ LinkedIn - @creatoriq
Follow us on social:
CreatorIQ YouTube - @TribeDynamics
CreatorIQ Instagram - @creatoriq
CreatorIQ TikTok - @creator.iq
CreatorIQ Twitter - @CreatorIQ
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In this Earned x CreatorIQ Connect Europe session, Conor introduces Kory Marchisotto, CMO of e.l.f. Beauty and President of Keys Soulcare. To start, we dive into what e.l.f. achieved during 2023, and how the brand has managed to lock down the title of No. 1 stock on the NYSE out of over 1.6k companies. Kory shares how e.l.f. has climbed the ranks and caught up with long-tenured beauty brands. We then learn about the âe.l.f. Ethosâ of being bold disruptors with kind hearts, which is what guides the team from the C-suite outward. Kory discusses the art of attracting kindred spirits to work with e.l.f., and how these new team members enter the orbit of inspiration. Kory shares how to avoid the âlogo slapâ when it comes to working with other brands, as well as how to get your whole to be greater than the sum of each brandâs separate parts. To close the keynote, Kory discusses e.l.f.âs efforts to listen while people are speaking, bring diversity into the boardrooms, and equip its team to be agile enough to move at the speed of culture.
In this episode, you will learn:
How e.l.f. has managed to lock down the title of No. 1 stock on the NYSE out of over 1.6k companies How the âe.l.f. Ethosâ empowers the entire team to be bold disruptors with kind hearts in an industry that can be ruthless The five-step formula that Kory calls the âblueprint to success,â which has propelled e.l.f. into the leading spot in EMV for the beauty categoryResources:
E.L.F Beauty - https://www.elfbeauty.com/
Connect with the Guest:
Koryâs LinkedIn - https://www.linkedin.com/in/kory-marchisotto-0b8aa87/
Connect with Conor Begley & CreatorIQ:
Conorâs LinkedIn - @conormbegley
CreatorIQ LinkedIn - @creatoriq
Follow us on social:
CreatorIQ YouTube - @TribeDynamics
CreatorIQ Instagram - @creatoriq
CreatorIQ TikTok - @creator.iq
CreatorIQ Twitter - @CreatorIQ
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