[MUSIC] Effective CMOs know how to integrate social into their marketing mix. Mr. Jeff Davidoff is a CMO I've known for a number of years. And I'm always impressed with how he integrates social into his company's marketing program. Jeff is the CMO of Donuts Inc., a company introducing a technology that should be of importance to all of our participants. Jeff, welcome. >> Thanks Randy, happy to be here. >> Will you tell us a little bit about what you have at Donuts Inc.? >> Sure, I'm always happy to talk about donuts. For the first 30 years of the Internet, there was relatively and surprisingly little choice in naming. Now, to the left of the dot you could do whatever you wanted. But to the right of the dot, there was a very limited set of choices. .com, .net, .org, .gov and a whole host of country codes. Well now, after 30 years of stagnancy, there's real innovation in naming on the Internet. At Donuts, we own 200 of what we called Not-Com options. These are choices to the right of the dot that are more meaningful, memorable and frankly available than their .com counterparts. Everything from .coffee to .florists to .photography and it's really a fantastic and creative time for naming on the Internet. >> I love that. So instead of having my company name .com/ and some big title, I could just say my name.coffee, my name.whatever. >> Exactly. >> And take people directly to where they wanna get to. >> Exactly. What we find is that, these not-com options gives you a chance to be much more specific to the right of the dot. Which in turn gives you a chance to be much more creative and open to the left of the dot. >> So, if I wanted to get one of those, what do I have to do? Where do I go? >> So, Donuts is actually kind of a wholesaler, we think of ourselves as owning a digital warehouse of words. If you want to register a domain name, you go to the retailers of the industry. GoDaddy, Network Solutions, interestingly enough, Google is now a big player on the retail side. And you go there and that's where you search for and actually register your own domain name. >> Well, that sounds like a really good way of getting away from the .com that everybody else has. And really specialize your company, as well as letting people know more specifically what you offer. >> Yeah, we called the Not-Com revolution and since our doors were open in February of 2014, there have been 9 million not-coms registered. That's one every ten seconds, which we think is pretty fantastic proof that there was pent up demand for change. >> Well, that's fantastic. Well, I know you've done a lot of things as a CMO and as a business owner startup. Tell me a little bit about your background that led you to becoming the CMO of Donuts Inc. >> So it's shocking, but I think I've been an marketing professional for about 25 years and started on the client side. But then, I think the big turning point of my career was being part of an agency startup in the middle of the 90s. If you've met me then, I probably would have said I invented integrated marketing with an agency called Upshot. The truth is we probably didn't invent it, but we were there sort of at the beginning. And after a six year run there, I went back to the client side at Whirlpool and from Whirlpool to Orbitz. From Orbitz to ONE.org and then finally here I am at Donuts. >> Well, that's fantastic. As a CMO, how do you incorporate or how do you use social as a part of your overall marketing mix? >> Yeah, I think the way that we look at it now has changed from the beginning. When social first came on the scene, social was essentially its own piece of the mix. Now, in addition to that, it's really incorporated into everything else. Social is part of PR. Social is part of direct response. Social is part of promotion. Social is part of content. So they give social only as a standalone piece, I think is kind of an old world way of looking at it. >> So going to the new world way, how do you look at social? >> So, Social is integrated into everything and we actually use Social in at least four ways. The first way is really what you might think of most commonly, which is we've got a very important Facebook presence. We've got a page and at that page, we curate content and we syndicate content. It's probably worth noting for the audience that the days when you could rely on people who were your likers to see all of your content are over. >> Mm-hm. >> When Facebook first came on the scene, the race was, get as many likers as you could. Because 80% of the people who liked you would see a post That number went from 80% to 50% to 20% and now I think it's under 10. >> Wow! >> So when you post on your page, your work is beginning, not ending. >> I like that. That's a great way to look at it, because a lot of people put it out there and just hope people are gonna read it. But it really it's just the start of a process to get that word out. >> Exactly, and the second part of that process is paying to syndicate it. So that's one piece of our social puzzle. The next is on a different platform, it's on LinkedIn. When you're a new business like ours, we have both an awareness and a credibility challenge. And that's particularly true with our small business owner entrepreneurial audience. So we think it's important to show leadership to them, so we curate a range of different voices on LinkedIn. Some of them are from Donuts, some of them are branding experts. Many of them are other small businesses that have already made the not-com choice. We find that combination of voices on that trustworthy platform of LinkedIn to be really an effective thought leadership model. >> One of the things we focus on is the idea of filtering and focusing in others finding good people and great content. And then giving it to the audience to focus them on what's really the top stuff out there. So it sounds like you're doing much the same thing. >> There's no question, with any audience, I think particularly true for our small business owners. That the messenger is as important as the message. >> I like that. What other ways do you use it? >> The third way we're using social is direct response. Facebook is an amazing platform because it allows you to so finely target people. So we do what we call vertical marketing on Facebook. Imagine, we'll take a set of our not-coms, .photography, .photos, .camera, .gallery and .equipment. >> Mm-hm. >> And we will target them specifically to photo enthusiasts on Facebook. And you get one level of performance there, but then one of the magical parts about Facebook is. Once you've had a number of people who have taken a certain action. You can go back into the Facebook algorithm and say, I want to find an even larger audience. That looks like the people have already done what I want them to do. That look alike modeling on Facebook is a very powerful tool. >> In our last MOOC, Stephi Decker of Tongue and Costner, took us through how ONE.org did that and how they started broad. And then they finally honed it down to really get to the big audience that paid off real big time for them. >> We are doing the exact same thing at Donuts with that very same agency. >> Oh, they're fantastic at doing it. >> True enough. >> What's the fourth way? >> And the last is our contents syndication. As we are new and as we are trying to drive that awareness and credibility. We find what really hits that sweet spot, is showing businesses that have already made the not-com decision. So we do this content syndication both on the article side, syndicating through Outbrain. And on the video side, syndicating through a proprietary platform called Ninety9X. There's a lot of science in this. I will say, the idea that content is seen just because it is great is actually a myth. I think content is seen because it's great and because it has smart syndication behind it. >> Good. >> Now, once you've got it rolling with paid media, then it can have its own organic pick up and turn into something bigger. But we are committed to standing behind every piece of content we produce. >> I like the idea this multimedia, because a lot of people are out on video, they're not necessarily reading text. So that mixes really good and I do agree it's not just creating it. You gotta have great content, but you gotta get it out to the people that are gonna consume it and do that in an efficient way. >> Absolutely. I will give an interesting metric on how much more people are watching video than reading an article. The cost for us to have someone view completely a 90-second video is about $0.10. The cost for us to have someone spend 30 seconds reading an article is a $1. >> Wow! >> It is 10 times more expensive, at least for us to get someone to read an article completely. Than it is for them to watch a video completely. [MUSIC]
