Our Podcast: Empowered Marketing by Professor Hines

Our Podcast: Empowered Marketing by Professor Hines

Social media marketing is a powerful tool that every business should be using today.  This podcast is devoted to beginning marketers and owners of small businesses learn social media marketing. Each episode presents important elements in social media marketing that you can use in your campaigns to generate better results – especially more business!

Empowered Marketing is exclusively sponsored by A-Cubed Marketing Services in Orange California.   We serve small and mid-sized businesses in the areas of

Strategic Marketing Consultation

Social Media Marketing using all major forms of social media

Campaign creation and management in both paid and owned media

Pay-per-click campaigns

Search Engine Optimization

Graphic Design

And Videography

Episode 17: This is episode 17 in the Empowered Marketing podcast series.  This is where you come if you want to learn or just improve your social media marketing skills!

This week, we’re continuing our latest topic;  the Social Community.  Developing Tactics for Social Media Marketing.  In this episode, we’ll cover 
Real Time Marketing and an example of how the Oreo brand used a power-outage during the 2013 Superbowl to generate a major social media win!

How Arby’s used a fashion faux-pas from musician, Pharrell, to score big engagement numbers

User Generated Content

The relationships between Owned, Paid and Earned content

Why Engagement is so important – especially in light of Facebook’s Edgerank algorithm

Three types of social ads; engagement ads, ads with social context and organic social ads

Last, I’ve got some thoughts for you about things you should take into consideration when choosing specifc social network sites.

As in previous episodes, there is a powerpoint presentation which you can download to accompany this episode.  Use this link to download the file:

Also, if you are enjoying this content, I also have a vlog called Professor Hines’ Weekly Marketing Message.  It’s available on

our website, https://acubedmarketing.com/vlogs/weekly-marketing-message/

as well as on YouTube and Vimeo.

If you’d like to talk with me about how this information can be put to work in the context of your business, you can also schedule a free consultation with me through Calendly.  Go to: https://calendly.com/a-cubed_marketing/introductory-consultation to schedule with me.

Episode 16: This is episode 16 in the Empowered Marketing podcast series.  This is where you come if you want to learn or just improve your social media marketing skills!

• This week, we’re continuing our latest topic; Developing Tactics for Social Media Marketing.  In this episode, we’ll cover 
  The best social channels to use for B2B versus B2C industries
• Creating the ideal online social media user experience with your content including
  • Authentic content
  • The prevalent culture of each social media channel
• Content marketing matrices
• Characteristics of effective social media tactics
• The seven-points for developing great social media content strategies
• Hero, Hub and Hygiene Content

As always, check out the free powerpoint presentation that goes along with this podcast.  You can download the latest powerpoint file with this link:  https://drive.google.com/file/d/1Q5EN-BH6ROwwotLpbJraNvoXNPw12y6m/view?usp=sharing

Also, if you are enjoying this content, I also have a vlog called Professor Hines’ Weekly Marketing Message.  It’s available here on

our website, https://acubedmarketing.com/vlogs/weekly-marketing-message/ as well as on YouTube and Vimeo

Are you interested in applying these strategies and tactics into your business?  I’m available to help.   You can schedule a free consultation with me when you visit my Calendly page.  Go to: https://calendly.com/a-cubed_marketing/introductory-consultation.

There’s so much to talk about this week!  Let’s get right to it!  I’ll see you in my classroom at Whittier College. 

Episode 15: Welcome Back!  This is episode 15 in the Empowered Marketing podcast series.  This is where you come if you want to learn or just improve your social media marketing skills!

This week, we’re doing the second installment in our latest topic;  Developing Tactics for Social Media Marketing.  In this episode, we’ll cover 
The five questions answered with social media tactical planning

The way tactical objectives and specific tactics must tie to the strategic objectives and individual strategies which come from the marketing plan.

These include:

Why the specific tactic is being run?

Who are we trying to engage?

Where will the campaign be conducted?

What will be created?

How will the message be communicated?

We go deeper into the subject of the Buyer Persona and I provide you another model to understand social media behavior; Social Technographics.

We look into general tactical uses of four major social media channels, including Facebook, Twitter, LinkedIn and YouTube.  

Finally, we’ll learn the eight major issues that influence social media channel selection.  

As in previous episodes, there is a powerpoint presentation which you can download to accompany the episodes covered under ‘Developing Social Media Marketing Tactics’.  You can access the Powerpoint here.

Episode 14: Welcome Back!  This is episode 14 in the Empowered Marketing podcast series.  This is where you come if you want to learn or just improve your social media marketing skills!

This week, we’re continuing our latest topic;  Developing Tactics for Social Media Marketing.  In this episode, we’ll cover 
Budget Setting

Selecting our Target Audience

Sources of market research to understand the differences in audiences between the various social media channels

The differences between social media channel audiences

The four social media zones

Creating a unique brand experience on social media channels

And Creative Briefs

As in previous episodes, there is a powerpoint presentation which you can download to accompany the episodes covered under ‘Developing Social Media Marketing Tactics’.  You can access the Powerpoint presentation here.

Episode 12: Welcome back to our continuing course in social media marketing!  In episode 12, I’m adding a few new arrows to your quiver when it comes to thoroughly understanding social influence.  In particular, here’s what we’ve got in store:

• A discussion of social object theory
• Defining Social capital
• Appreciating the various forms that social capital takes
• The six forms of influencer power
• How brands exert influence power across their networks by way of spokespeople
• Understanding which of the various social platforms are most commonly used in social influencer marketing
• Cascades – a model for how information moves from people with more influence to people with less influence in social media

Episode 11: Thanks for joining me today!  If this is your first time with us, in episode eleven, I’m continuing my discussion of social influence that we started in episodes nine and ten.  Social influence is the term given to the important role that well known, and highly trusted people play in disseminating ideas across networks.  It’s like the V-8 in a muscle car; it’s what make certain social media marketing programs very powerful while some campaigns never seem to get off the ground.  If you missed episodes nine and ten, you might want to go back and listen to those earlier episodes first.

In today’s episode, I’ll be adding several new ideas to our group’s understanding of social influence:

(A) The seven attributes of online communities:  These include presence, social objects, behavior standards, groups and sub-cultures, participation, social capital and the strength of the links or ties between people who are communicating on social media

(B) Social capital

(C) And social object theory

Episode 10: Episode ten continues our discussion of social influence and uses the Oracle of Bacon website as an example to discuss how social influence works. If you haven’t listened to episode nine yet, we recommend you do that first to get max benefit from today’s conversation.

In this episode, Professor Hines includes these central points in his review of social influence;

• The nature of online communities
• A description of the activities that occur in online communities from the perspectives of meaning, belonging and social identity
• The way that social networks and social communities are generally structured.

Professor Hines also continues to weave older concepts from prior episodes into the presentation on social influence to help you gain a clearer understanding of how everything is fitting together.

Episode Nine: In episode nine, we begin a discussion of social influence. Like segmentation, this will be a multi-episode topic. To start things off, we quickly review some of the main ideas discussed in previous episodes. If you’ve missed any of these episodes, you might want to go back and start with episode one to make sure you’re getting as much as possible out of this and future episodes.

After the short review, I provide a basic overview of the concept of social influence and then the episode concludes with the audio portion of a Ted talk given by Kevin Bacon in which he describes a project of his own which leverages social influence to create a social good.

Apologies for a little mic noise that came from the lavolier mic I used in my classroom this past week. I’ve done as much as possible to restore the quality of the audio, but there is some intermittent ‘rustling’ noise in a few places.
For a powerpoint presentation to accompany this podcast, click here.

Also, if you are enjoying this content, don’t miss our vlog, Professor Hines’ Weekly Marketing Message.
If you’d like to talk with Professor Hines about how this information can be put to work in the context of your business, you can also schedule a free consultation with me through Calendly.

Episode Eight: In today’s episode, number eight in season one, we finish our discussion of customer segmentation.  We’ll focus on the reasons why consumers share on social media platforms.  The major reasons why a desire for affinity, personal utility, a desire for closeness and acceptance with other people in social media, altruism, curiousity, a need for intellectual stimulation and lastly, validation.  We’ll look at each of these reasons in turn.

Second, we’ll review the major shift in the expectations we, as consumers, have of the marketers that try to sell to us.  We’ll briefly look at a book by as company called Forrester called Groundswell and we’ll appreciate the increase in importance of consumer generated information about the brand people are buying.

Episode Seven: In today’s episode, number seven, we focus on three main subjects.  We’ll start off with social touch-points.  Whenever a consumer or customer receives communication in any form from a company or brand, we count it as a touch-point.  For instance, when you hear an ad coming across your Pandora connection, count that as a touch-point.  In marketing, we want to make as many connections like this as possible.  In the old days, it was about ‘indoctrinating’ or ‘teaching’ our consumers – or customers – the important messages we thought were important in the persuasion process.  Today, our communication is what we call ‘permission-based’, because consumers have to click on something before we can share our messages with them.  They have to open an e-mail, or they have to click on a link in order to see a video, or a blog. 

We’ll talk about the social diary; which is a look at the typical day of a consumer from the perspective of their engagement with media, whether it’s traditional media or the new digital media. Then we’ll turn our attention to the five basic types of messages people post in social media.  These five types include vision, validation, vindication, values and vanity messages.  We’ll finish off this episode with a look at personal branding and the importance of managing our own social media keeping the seven-seconds rule (seven seconds to form a first impression) in mind. 

Episode Six: Welcome back for episode six in the Empowered Marketing podcast.  In today’s episode, we’re continuing our conversation about segmentation and turning our attention to the concept of social identity.  A few important concepts are shared today, including social artefacts, social footprints, social currency and big social data.  These concepts are all related to psychographic segmentation – the segmentation based on the way people’s behavior is influenced by our beliefs, attitudes, culture and so on. 

Episode Five: This is episode five in the Empowered Marketing podcast.  In today’s episode, we’ll continue where we left off last time in our discussion about market segmentation and the buyer persona. Geographic segmentation has been aided in a number of ways through the advent of web 2.0 technology, GPS and the integration of those technologies with social media profile data that is provided by users.  We’ll take a look at several technologies, including geofencing, beaconing and geo-targeting and we’ll look at how each of these are used.  Some content used in the classroom comes from YouTube videos and neither Professor Hines nor A-Cubed Marketing Services claims any copyright ownership of it.  It has been left in to preserve the experience of Professor Hines’ classroom at Whittier College. Once again, let’s return to my classroom at Whittier College where we’ll continue our discussion from last time.

Episode Four: In this episode, we begin a discussion about the very important topic, market segmentation. Market segmentation is the term given to the process that marketers use to group customers and consumers into “like” groups. Members of these groups are similar to each other in the things that they need, the preferences they have, their demographics and in many of the ways that they think about themselves and the world around them. Since this a course in Social Media Marketing, I am applying today’s Web 2.0 technology to this fundamental building block of any marketing campaign.  The basic principles of marketing have not changed; the way we go about the work has!

Episode Three-B: This is a short cap on the end of the conversation started in episodes one through three.

Episode Three: In episode three, we are completing our introductory dive into the fundamentals of social media marketing. We are continuing our discussion of the social media environment, key players, and important fundamentals that are important to understanding the rest of our podcast episodes.  

Episode Two: In episode two, I’m continuing to lay out a solid understanding of the social media environment, key players, and important fundamentals that are important to understanding the rest of our podcast episodes.  My goal is to make you as effective as you can be with your future campaigns!  Once again, lets return to my classroom at Whittier College where well continue our discussion from last time.

Episode One: In episode one, I’m setting the stage for the rest of this podcast and your full learning experience discussing the social media environment, key players, and important fundamentals that youll really want to understand in order to be as effective as you can be with your future campaigns!  Lets get rolling by stepping into my classroom at Whittier College where well pick up the first night of class!

I hope you are enjoying this podcast as much as I am enjoying creating it for you!  Just like in my classroom, if you have questions, or would like to contribute your thoughts on things we’re talking about, I’d love to hear from you.  You can reach me through the Contact page or even pick up the phone and Ill do my best to get back to you within 24 hours.