June 25, 2020 • 21 mins
Joe, one of our Co-Founders and our Chief Engineer chats with our Creative Assistant Derek to talk about how we've moved on from Flash Briefings to fully branded Alexa Skills built on our new platform: Be Heard. Be Heard is a powerful new platform that enables customers to be able to Voice Post. We also discuss the pain points of Alexa Flash Briefings and how we solved these problems.
As Always Thank you for listening. Made in New York
Stay updated every week: https://thepathtogrowth.org/podcasts/
Contact Us: info@rjmediastudios.com
Instagram: https://www.instagram.com/rjmediastudios
Facebook: https://www.faceboook.com/rjmediastudios
Twitter: https://www.twitter.com/rjmediastudios
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Joseph Pellegrino (00:00):
On this episode, we have our creative
assistant Derek, and we're goingto be talking about voice
posting
Derek Moss (00:06):
on Alexa. Thanks for having me, Joe.
Joseph Pellegrino (00:08):
So, um, you're pretty familiar with
Alexa skills and dealing withAlexa skills with our clients.
Yeah. So I want you to talkabout what's the difference
between how we used to do a lotof our voice posting, so to
speak, and how we do it now withour new platform that we're
(00:30):
using. Yeah.
Derek Moss (00:32):
So the new platform that Joe's referring to is
called be heard. It's a new appthat you could access on mobile
device, iPhone and Android,right? Yep. And that just Oh,
Joseph Pellegrino (00:44):
I'm sorry, I lied. It's not available for
Android yet? Not yet. On iOS? Itwill be that right? Yes, it will
be in the future. So
Derek Moss (00:51):
um, what that does is it just kind of creates a lot
more fluidity in an Alexa userto update their Alexa skill with
a message or broadcast that theywant their audience to hear. So
what we were doing before forour clients is that we were
(01:13):
creating messages that wouldplay in an Alexa flash briefing.
So an Alexa user might wake upin the morning and say, Alexa,
what's my flash briefing? Andour Alexa here is picking it up.
(01:33):
Yeah, Alexei, the point of thatwas for an Alexa user to ask
Alexa, what the flash briefingis, and our clients voice
content would be included inthat flash briefing. So that
only works if the Alexa user isaware and frequently does ask
Alexa for flash briefings. Sowe're doing that for a while.
(01:56):
But then Joe developed to beheard and be heard, actually
goes hand in hand with aseparate developed Alexa skill
for that client. So once theAlexus skill is created, and our
clients audience downloads thatskill, the skill allows is that
(02:20):
when there's a broadcasts thatour client wants to be made, a
notification actually gets sentto the user's device, and a
sound goes off and a yellow ringhovers on the device. So then
you're aware that there's amessage, a broadcast and
announcement or something thatpertains to a skill that you
(02:42):
have on your on your Alexa?
Joseph Pellegrino (02:45):
Right? It's similar to when you get a
package. If a package comes toyour house, you get a boo boo,
and then you say, Alexa, open mynotification. And she tells you,
your wife ordered the 56 itemoff of Amazon. And it's it's on
your doorstep
Derek Moss (02:58):
that Exactly, yeah.
Yeah, yeah. It's also similar tojust getting a text message or a
Facebook notification on yourphone. It's just just new, a new
platform for a notification. Soyou get the audio sound, you get
the little ring hovering, incase you're in the wrong room of
your Alexa and you walk in, yousee oh, there must be
notification. So you say, Alexa,what's that? What? What's my
(03:19):
notification? They say, you havea new notification from whatever
the the client that used it. Andthen you ask Alexa water, my
notice will open that that appand then that Alexa skill will
open and the announcement willread itself. And we like to
(03:39):
encourage our clients to youknow, say it with their voice so
that it plays with their voicesaying the announcement of oh,
we have a new clothing specialat our store. We have a new
special at our restaurant.
(04:00):
Right?
Joseph Pellegrino (04:00):
It's more personable. Yeah. Oh, really?
Because they might sit down andeat. And they hear your voice
and they say, oh shit. That wasthe lady that was on the Amazon
echo the other day when theyannounced the special. Yeah, so
people start to get the it'salmost like it's almost like
they're meeting, you know, acelebrity or someone because
they heard your voice at havethis device, this Amazon device
(04:22):
that just sits there. And youcan actually be heard on the
platform. That's the wholepoint.
Derek Moss (04:30):
So Joe's app, he conveniently he created a
platform so that our clients canjust record the audio directly
through that platform, rightthen in there and the click of
the button, it spits out to theAlexa devices, right and then
(04:50):
for our clients that might notbe as comfortable recording
their own voice. You canactually text in the message
that you want to be broadcastand that's going to be read out
through Alexa's voice. Right?
Joseph Pellegrino (05:04):
So you someone like me, I don't like my
voice on the Alexa device. Idon't know why I could record
podcasts all day. But when itcomes to the Alexa device, I
sound like an idiot. So Iactually use the text feature
for me. Yeah. It's not just onthe on the Alexa, Joe. They're
expired. But, yeah, I mean, ahuge reason also, why I decided
(05:31):
to go with something that wouldbe more of a platform is because
a lot of people aren't familiarwith Flash briefings at all. I
mean, if you ask anybody on thestreet, Hey, did you download
that flash briefing of whateverit is? They're not going to
know. But you can go up to himand say, Hey, did you get
Target's new Alexa skill, theyhear that they hear the brand.
(05:54):
So now, what they're going toknow is they can just say,
Alexa, open target, they're notgoing to know to say, Alexa,
play my flash briefing. And thenyour flash briefing, guess what,
it's not just you, anyone whodownloads multiple flash
briefings, it combines them. Soif I have a flash briefing from
(06:15):
Reuters news network, it's goingto play your audio. And then the
next one is going to play as thenews network. So now, it changes
your focus, you pretty youpretty much lost my attention,
because it played the news next,and I heard something on it
already. Meanwhile, if I say,open target, it's only going to
play your skill. And then it'smore engaging, because they're
(06:37):
in there in the funnel, so tospeak. So you could really put
whatever you want inside of thisbranded audio, it's fully
branded, it has your jingle,whatever audio you want to play.
And there's no editing. Right. Imean, you know, from out of
anyone here, how much work andediting, audio editing goes into
(06:58):
a flash briefing? Right. There'snothing like that for be heard.
Because the jingles serverready.
Derek Moss (07:04):
Right there.
Joseph Pellegrino (07:07):
And as far as metrics, what metrics have you
been able to get from a flashbriefing compared to an Alexa
skill built on our platform?
What? What sort of, you know,how do I know a customer's
listening?
Derek Moss (07:25):
Yes, so with with be heard, right, right. In the app,
correct. You can see you can seehow many people opened the
broadcast, how many peoplelistened to it just conveniently
there on your, on your smartdevice and the be heard app?
Joseph Pellegrino (07:43):
Yeah, I don't know anything that within flash
briefings, that would have that,I mean, you'd have to, you'd
have to have a third party,create the flash briefing for
you. And then to manage all ofthat. Whereas if you're on if
you're actually on your iPhone,you can not only can you, you
(08:04):
can actually schedule posts inadvance as well. So if you have
like a Father's Day special wedid the other day that was
scheduled two weeks ago. So allthis stuff, you can just pile
up. And it really doesn'tmatter. Yeah. And I think what
you want to broadcast, you'regoing to be able to do it
through either text or audio.
Derek Moss (08:24):
Yeah. And I think the Alexa users are now kind of
aware that Alexa skills are kindof parallel to what apps on your
phone are so it's, it's nowwe're in a time where people are
going to be looking for Alexaskills to download now that they
realize that there's this wholeworld available of the Alexa
(08:45):
skill, the Alexa isn't justexistence, tell you what the
weather is and play a song onSpotify. And ask what what time
of day it is, you know, there'sthere's a whole app store but
skills, their their Alexaskills, so
Joseph Pellegrino (09:03):
right and what better way than with your
brand than what your name? Youknow, because that's going to be
the way people remember you.
They're not going to rememberyou from Oh, I heard their flash
briefing. They're gonna rememberyou from Oh, I got the target
app, I got the target Alexaskill. And they're gonna they're
gonna just know and even if theydon't, if you actually tell
(09:24):
Alexa, open target, and theydon't have it. Alexa is going to
she's going to know to say, Hey,you don't have this skill
enabled. Meanwhile, if you askher and it's a flash briefing,
it's only going to be added toyour flash briefing. You can't
invoke it by saying Open target,because it's inside of a flash
(09:46):
briefing. It's got to be playedinside of a flash briefing.
Let's talk about the actual goalof the skills I know One of the
big factors that we couldn'tdeliver for our clients through
a flash briefing was an actualcall to action. You can't send
(10:08):
anything through a flashbriefing. And there's no real
exit strategy. It's only Okay,here's the here's my flash
briefing. And if I don't reallyput any more information in the
audio, like I have to keeprepeating information in order
for it to appear. Meanwhile, howwe're handling it with our
(10:29):
custom Alexa skills built withthe beard platform is there's a
default template. So when you'redone with your broadcast, for
example, this week special is,you know, pepperoni pizza,
you're done, your content isfinished. And the next step,
Alexa takes over. And she says,To order this special call this
(10:53):
number, and you didn't even haveto put that in the audio. You
know, that's huge, because nowthe client doesn't have to worry
about oh, god, did I remember todo that in this week special? Or
did I include that in the audio,they don't have to worry? That's
that's the convenience of ourplatform as well is the it's way
more convenient for anyone. Evenif it's an advanced Alexa skill,
(11:17):
it doesn't matter because it'sbuilt on the Alexa device. It's
it's you could do everything youcan do an advanced Alexa skill
with be heard. I mean, this isthis product is brand new, I
don't think anyone is reallyheard of half the things that we
spoke about invocation rates, Imean, who was even thinking of
(11:38):
this stuff. So this could besomething that your brand stands
out with. There's people whohave Alexa skills, but they
might not have these metrics,this this we built off of two
years worth of developingconstant Alexa skills, and
knowing what our limits are,this device is only, you know,
(11:58):
there isn't really, there isn'treally an app that could do the
majority of the items that youwant to do on your Alexa device
currently, because voice is soearly. We
Derek Moss (12:16):
built this market, it's gonna blow up. Oh, yeah,
Joseph Pellegrino (12:19):
it's one of those they're gonna blow up. And
if people are utilizing this,now, they're gonna get used to
this routine. And they mighteven I mean, listen, if you're
somebody had to be the first todo something on Facebook that
everyone else copied, orsomething on Instagram that
everyone else copied. And now,they might be known for that or
(12:39):
they're following blew upbecause of that. You could do
that with you do that with anAlexa skill built with be heard.
And there's tons of remarketing,you can't, you can't remark it
on a flash briefing. There's nologin, you can't log in with
with this platform. But hugeadvantage is the fact that
(13:01):
you're able to log in, becausenow you have a customer list.
And we're actually in the middleof building a feature where you
can export those customers. Andguess what? It's email
addresses. So you could usethose to build custom audiences
through Facebook. This is liketrue omni channel marketing,
because now you run an ad thatsays, hey, we see you listen to
(13:22):
our Alexa skill. We have moreaudio choices, and the customer
is going to be like, Whoa, howhad this guy know I listened to
the Alexa skill. That's thepower of analytics and data. And
that's the goal to sell audiohiccup, but we're back to
normal. So as I was saying isthat's the whole goal of any
(13:45):
channel is to end up what's yourend goal, you want a conversion,
you want brand awareness youwant whatever it is, whatever
you're looking to do, you coulddo that with a fully branded
Alexa skill. You cannot do thatwith a flash briefing, unless
you mixed it into the audio. Andit's something that has to be a
(14:07):
manual process throughout yourcampaign. I think before the
audio is Yeah, yeah.
Derek Moss (14:17):
So that's something we're talking about how um, so
every every Alexa user isrequired to have their email
attached to their you know,their Amazon account. So with
that is a data point that youcan capture you can you generate
an email list of all the userswho are engaging with your Alexa
skill? Use that to retarget themwith with Facebook ads, just
(14:42):
pour that into your Facebook admanager. And then you you have
an audience now to retarget morethings on social media and
create a custom look alikeaudience to that and then the
perfect way to grow your brand.
Joseph Pellegrino (14:58):
Yeah, absolutely. I mean, it's fun.
Coming, Alexa really now willbecome a channel, another yet
another channel for your brandto establish a presence on
because it's not going away, youknow, and and Alexa is not
getting any dumber. So you mightas well hop on board now, while
the water is still beautiful.
And US marketers haven't ruinedit yet, because you know, Damn
(15:23):
straight, whether it be nextyear, the year after whether it
be five years from now, Alexainvocation rates are not going
to be as high because there'sgoing to be advertisers on it.
Heck, I might even add that tothe platform is to have
advertisers have a marketplacefor advertisers. I mean, this is
(15:44):
this is all stuff. You know,it's all stuff that marketers
think about. And what better wayto establish a presence than
right now. I mean, it's not,it's really not too early
because people are using Alexaskills. There's over 100,000
Alexa skills right now. The appstore it took, it took a few
(16:05):
years. But when it got to100,000, I mean, that's when the
Facebook started emerging.
That's when the Instagramsstarted emerging. So this is
prime time to establish yourbrand, you could be the next,
you know, you could be the nextFacebook or Instagram have a
platform if you build youraudience, and you have to start
(16:25):
building your audience now. Soyeah, that's a that's pretty
much the gist of where voice isnow where it's heading. And this
is why we built this platform.
We have the data, we have theengineers, we have the marketers
who know and knew what the painpoints were for customers.
(16:49):
There's tons of Alexa skillbuilding apps out there, there's
a ton of them. Matter of fact,we we partnered with one of
them, so that we can discusswhat our pain points are.
Because we all want the samething. We all want voice to
exceed and, and to reallyestablish a presence, we want it
(17:10):
to be as easy to do things as itis for social media. So we know,
we know what the pain pointsare. That's why we built this.
And this is why our customersare going to have a better.
They're the ones that are goingto succeed here. They're the
ones that are going to have thebest experience because we've
been there done that and we wantit this way. So we built it this
(17:31):
way. Derek, you gotta You gotanything else for us?
Derek Moss (17:40):
You know, we could pull a Gary Vee and look at the
camera and say, you know, threeyears from now? Everyone is
going to have one of these inevery one of their rooms. And
Joseph Pellegrino (17:52):
that's it. We got it. Yeah. 24th date where
Derek? Boss? He said it therewill
Derek Moss (17:59):
be more Alexa devices on people.
Joseph Pellegrino (18:02):
Yeah, it's already happening. I mean, I and
you just you literally justreminded me that we're talking
about the Alexa device in yourhome, we haven't even began to
discuss the classes that Amazonannounced, what, six months ago,
they have classes coming out,you're going to be able to speak
into people's ears using thisplatform. This is not even, I
(18:25):
can't even say it's not even thebeginning. I mean, this is like
a concept. And it hasn't evenbecome mainstream yet. So if you
want to get your feet wet withvoice and you want to be on like
really bleeding edge technology.
This is how you do it throughAlexa skills, not through flash
briefings. And I raved aboutflash briefings last year, six
(18:45):
months ago, I raved about itbecause it was the only option
we have. We all really have toomany options right now. So I got
a little fed up. And I said, Youknow what, I'm building an
option for us. Because voice ishere. We just need the tools to
do it. And this is going to beone of the tools. We're in a
(19:05):
mobile world. Flash briefingsare difficult to create as as a
person who's not tech savvy.
Some people know what an RSSfeed is. And some people have no
clue what an RSS feed is. Peopleknow what apps are. People know
what apps are because we usethem every day. So that's why I
(19:27):
built this so that people whocan just use a regular app can
post the voice. You don't haveto be a rocket scientist anymore
to use voice. Yeah. All right.
So thanks for that, Rick. Sothat's it for this episode. And
if you guys have any questions,please feel free to email
Derek Moss (19:52):
us in DM us
Joseph Pellegrino (19:55):
on Instagram.
Everything's going to be in ourdescription. It's just RJ Media
Studios and check
Derek Moss (20:03):
out our new website.
Yeah, carnuba has a lot ofinformation on this kind of
stuff. Yeah, we
Joseph Pellegrino (20:09):
recently updated it. You know, one of the
COVID has been a really badthing for everybody. But it also
has freed up some time for somethings to be able to be worked
on. And that's literally how beheard was born. Because, you
(20:29):
know, everyone kind of took astep back for a minute and spent
more time with themselves andtheir families, and it gave you
time to think. So this was oneof the things that we thought
about. So yeah. All right. Untilnext time. If you feel like this
has brought you some value,please join our community by
(20:51):
texting podcast to 516-447-5332
On this episode, we have our creative
assistant Derek, and we're goingto be talking about voice
posting
Derek Moss (00:06):
on Alexa. Thanks for having me, Joe.
Joseph Pellegrino (00:08):
So, um, you're pretty familiar with
Alexa skills and dealing withAlexa skills with our clients.
Yeah. So I want you to talkabout what's the difference
between how we used to do a lotof our voice posting, so to
speak, and how we do it now withour new platform that we're
(00:30):
using. Yeah.
Derek Moss (00:32):
So the new platform that Joe's referring to is
called be heard. It's a new appthat you could access on mobile
device, iPhone and Android,right? Yep. And that just Oh,
Joseph Pellegrino (00:44):
I'm sorry, I lied. It's not available for
Android yet? Not yet. On iOS? Itwill be that right? Yes, it will
be in the future. So
Derek Moss (00:51):
um, what that does is it just kind of creates a lot
more fluidity in an Alexa userto update their Alexa skill with
a message or broadcast that theywant their audience to hear. So
what we were doing before forour clients is that we were
(01:13):
creating messages that wouldplay in an Alexa flash briefing.
So an Alexa user might wake upin the morning and say, Alexa,
what's my flash briefing? Andour Alexa here is picking it up.
(01:33):
Yeah, Alexei, the point of thatwas for an Alexa user to ask
Alexa, what the flash briefingis, and our clients voice
content would be included inthat flash briefing. So that
only works if the Alexa user isaware and frequently does ask
Alexa for flash briefings. Sowe're doing that for a while.
(01:56):
But then Joe developed to beheard and be heard, actually
goes hand in hand with aseparate developed Alexa skill
for that client. So once theAlexus skill is created, and our
clients audience downloads thatskill, the skill allows is that
(02:20):
when there's a broadcasts thatour client wants to be made, a
notification actually gets sentto the user's device, and a
sound goes off and a yellow ringhovers on the device. So then
you're aware that there's amessage, a broadcast and
announcement or something thatpertains to a skill that you
(02:42):
have on your on your Alexa?
Joseph Pellegrino (02:45):
Right? It's similar to when you get a
package. If a package comes toyour house, you get a boo boo,
and then you say, Alexa, open mynotification. And she tells you,
your wife ordered the 56 itemoff of Amazon. And it's it's on
your doorstep
Derek Moss (02:58):
that Exactly, yeah.
Yeah, yeah. It's also similar tojust getting a text message or a
Facebook notification on yourphone. It's just just new, a new
platform for a notification. Soyou get the audio sound, you get
the little ring hovering, incase you're in the wrong room of
your Alexa and you walk in, yousee oh, there must be
notification. So you say, Alexa,what's that? What? What's my
(03:19):
notification? They say, you havea new notification from whatever
the the client that used it. Andthen you ask Alexa water, my
notice will open that that appand then that Alexa skill will
open and the announcement willread itself. And we like to
(03:39):
encourage our clients to youknow, say it with their voice so
that it plays with their voicesaying the announcement of oh,
we have a new clothing specialat our store. We have a new
special at our restaurant.
(04:00):
Right?
Joseph Pellegrino (04:00):
It's more personable. Yeah. Oh, really?
Because they might sit down andeat. And they hear your voice
and they say, oh shit. That wasthe lady that was on the Amazon
echo the other day when theyannounced the special. Yeah, so
people start to get the it'salmost like it's almost like
they're meeting, you know, acelebrity or someone because
they heard your voice at havethis device, this Amazon device
(04:22):
that just sits there. And youcan actually be heard on the
platform. That's the wholepoint.
Derek Moss (04:30):
So Joe's app, he conveniently he created a
platform so that our clients canjust record the audio directly
through that platform, rightthen in there and the click of
the button, it spits out to theAlexa devices, right and then
(04:50):
for our clients that might notbe as comfortable recording
their own voice. You canactually text in the message
that you want to be broadcastand that's going to be read out
through Alexa's voice. Right?
Joseph Pellegrino (05:04):
So you someone like me, I don't like my
voice on the Alexa device. Idon't know why I could record
podcasts all day. But when itcomes to the Alexa device, I
sound like an idiot. So Iactually use the text feature
for me. Yeah. It's not just onthe on the Alexa, Joe. They're
expired. But, yeah, I mean, ahuge reason also, why I decided
(05:31):
to go with something that wouldbe more of a platform is because
a lot of people aren't familiarwith Flash briefings at all. I
mean, if you ask anybody on thestreet, Hey, did you download
that flash briefing of whateverit is? They're not going to
know. But you can go up to himand say, Hey, did you get
Target's new Alexa skill, theyhear that they hear the brand.
(05:54):
So now, what they're going toknow is they can just say,
Alexa, open target, they're notgoing to know to say, Alexa,
play my flash briefing. And thenyour flash briefing, guess what,
it's not just you, anyone whodownloads multiple flash
briefings, it combines them. Soif I have a flash briefing from
(06:15):
Reuters news network, it's goingto play your audio. And then the
next one is going to play as thenews network. So now, it changes
your focus, you pretty youpretty much lost my attention,
because it played the news next,and I heard something on it
already. Meanwhile, if I say,open target, it's only going to
play your skill. And then it'smore engaging, because they're
(06:37):
in there in the funnel, so tospeak. So you could really put
whatever you want inside of thisbranded audio, it's fully
branded, it has your jingle,whatever audio you want to play.
And there's no editing. Right. Imean, you know, from out of
anyone here, how much work andediting, audio editing goes into
(06:58):
a flash briefing? Right. There'snothing like that for be heard.
Because the jingles serverready.
Derek Moss (07:04):
Right there.
Joseph Pellegrino (07:07):
And as far as metrics, what metrics have you
been able to get from a flashbriefing compared to an Alexa
skill built on our platform?
What? What sort of, you know,how do I know a customer's
listening?
Derek Moss (07:25):
Yes, so with with be heard, right, right. In the app,
correct. You can see you can seehow many people opened the
broadcast, how many peoplelistened to it just conveniently
there on your, on your smartdevice and the be heard app?
Joseph Pellegrino (07:43):
Yeah, I don't know anything that within flash
briefings, that would have that,I mean, you'd have to, you'd
have to have a third party,create the flash briefing for
you. And then to manage all ofthat. Whereas if you're on if
you're actually on your iPhone,you can not only can you, you
(08:04):
can actually schedule posts inadvance as well. So if you have
like a Father's Day special wedid the other day that was
scheduled two weeks ago. So allthis stuff, you can just pile
up. And it really doesn'tmatter. Yeah. And I think what
you want to broadcast, you'regoing to be able to do it
through either text or audio.
Derek Moss (08:24):
Yeah. And I think the Alexa users are now kind of
aware that Alexa skills are kindof parallel to what apps on your
phone are so it's, it's nowwe're in a time where people are
going to be looking for Alexaskills to download now that they
realize that there's this wholeworld available of the Alexa
(08:45):
skill, the Alexa isn't justexistence, tell you what the
weather is and play a song onSpotify. And ask what what time
of day it is, you know, there'sthere's a whole app store but
skills, their their Alexaskills, so
Joseph Pellegrino (09:03):
right and what better way than with your
brand than what your name? Youknow, because that's going to be
the way people remember you.
They're not going to rememberyou from Oh, I heard their flash
briefing. They're gonna rememberyou from Oh, I got the target
app, I got the target Alexaskill. And they're gonna they're
gonna just know and even if theydon't, if you actually tell
(09:24):
Alexa, open target, and theydon't have it. Alexa is going to
she's going to know to say, Hey,you don't have this skill
enabled. Meanwhile, if you askher and it's a flash briefing,
it's only going to be added toyour flash briefing. You can't
invoke it by saying Open target,because it's inside of a flash
(09:46):
briefing. It's got to be playedinside of a flash briefing.
Let's talk about the actual goalof the skills I know One of the
big factors that we couldn'tdeliver for our clients through
a flash briefing was an actualcall to action. You can't send
(10:08):
anything through a flashbriefing. And there's no real
exit strategy. It's only Okay,here's the here's my flash
briefing. And if I don't reallyput any more information in the
audio, like I have to keeprepeating information in order
for it to appear. Meanwhile, howwe're handling it with our
(10:29):
custom Alexa skills built withthe beard platform is there's a
default template. So when you'redone with your broadcast, for
example, this week special is,you know, pepperoni pizza,
you're done, your content isfinished. And the next step,
Alexa takes over. And she says,To order this special call this
(10:53):
number, and you didn't even haveto put that in the audio. You
know, that's huge, because nowthe client doesn't have to worry
about oh, god, did I remember todo that in this week special? Or
did I include that in the audio,they don't have to worry? That's
that's the convenience of ourplatform as well is the it's way
more convenient for anyone. Evenif it's an advanced Alexa skill,
(11:17):
it doesn't matter because it'sbuilt on the Alexa device. It's
it's you could do everything youcan do an advanced Alexa skill
with be heard. I mean, this isthis product is brand new, I
don't think anyone is reallyheard of half the things that we
spoke about invocation rates, Imean, who was even thinking of
(11:38):
this stuff. So this could besomething that your brand stands
out with. There's people whohave Alexa skills, but they
might not have these metrics,this this we built off of two
years worth of developingconstant Alexa skills, and
knowing what our limits are,this device is only, you know,
(11:58):
there isn't really, there isn'treally an app that could do the
majority of the items that youwant to do on your Alexa device
currently, because voice is soearly. We
Derek Moss (12:16):
built this market, it's gonna blow up. Oh, yeah,
Joseph Pellegrino (12:19):
it's one of those they're gonna blow up. And
if people are utilizing this,now, they're gonna get used to
this routine. And they mighteven I mean, listen, if you're
somebody had to be the first todo something on Facebook that
everyone else copied, orsomething on Instagram that
everyone else copied. And now,they might be known for that or
(12:39):
they're following blew upbecause of that. You could do
that with you do that with anAlexa skill built with be heard.
And there's tons of remarketing,you can't, you can't remark it
on a flash briefing. There's nologin, you can't log in with
with this platform. But hugeadvantage is the fact that
(13:01):
you're able to log in, becausenow you have a customer list.
And we're actually in the middleof building a feature where you
can export those customers. Andguess what? It's email
addresses. So you could usethose to build custom audiences
through Facebook. This is liketrue omni channel marketing,
because now you run an ad thatsays, hey, we see you listen to
(13:22):
our Alexa skill. We have moreaudio choices, and the customer
is going to be like, Whoa, howhad this guy know I listened to
the Alexa skill. That's thepower of analytics and data. And
that's the goal to sell audiohiccup, but we're back to
normal. So as I was saying isthat's the whole goal of any
(13:45):
channel is to end up what's yourend goal, you want a conversion,
you want brand awareness youwant whatever it is, whatever
you're looking to do, you coulddo that with a fully branded
Alexa skill. You cannot do thatwith a flash briefing, unless
you mixed it into the audio. Andit's something that has to be a
(14:07):
manual process throughout yourcampaign. I think before the
audio is Yeah, yeah.
Derek Moss (14:17):
So that's something we're talking about how um, so
every every Alexa user isrequired to have their email
attached to their you know,their Amazon account. So with
that is a data point that youcan capture you can you generate
an email list of all the userswho are engaging with your Alexa
skill? Use that to retarget themwith with Facebook ads, just
(14:42):
pour that into your Facebook admanager. And then you you have
an audience now to retarget morethings on social media and
create a custom look alikeaudience to that and then the
perfect way to grow your brand.
Joseph Pellegrino (14:58):
Yeah, absolutely. I mean, it's fun.
Coming, Alexa really now willbecome a channel, another yet
another channel for your brandto establish a presence on
because it's not going away, youknow, and and Alexa is not
getting any dumber. So you mightas well hop on board now, while
the water is still beautiful.
And US marketers haven't ruinedit yet, because you know, Damn
(15:23):
straight, whether it be nextyear, the year after whether it
be five years from now, Alexainvocation rates are not going
to be as high because there'sgoing to be advertisers on it.
Heck, I might even add that tothe platform is to have
advertisers have a marketplacefor advertisers. I mean, this is
(15:44):
this is all stuff. You know,it's all stuff that marketers
think about. And what better wayto establish a presence than
right now. I mean, it's not,it's really not too early
because people are using Alexaskills. There's over 100,000
Alexa skills right now. The appstore it took, it took a few
(16:05):
years. But when it got to100,000, I mean, that's when the
Facebook started emerging.
That's when the Instagramsstarted emerging. So this is
prime time to establish yourbrand, you could be the next,
you know, you could be the nextFacebook or Instagram have a
platform if you build youraudience, and you have to start
(16:25):
building your audience now. Soyeah, that's a that's pretty
much the gist of where voice isnow where it's heading. And this
is why we built this platform.
We have the data, we have theengineers, we have the marketers
who know and knew what the painpoints were for customers.
(16:49):
There's tons of Alexa skillbuilding apps out there, there's
a ton of them. Matter of fact,we we partnered with one of
them, so that we can discusswhat our pain points are.
Because we all want the samething. We all want voice to
exceed and, and to reallyestablish a presence, we want it
(17:10):
to be as easy to do things as itis for social media. So we know,
we know what the pain pointsare. That's why we built this.
And this is why our customersare going to have a better.
They're the ones that are goingto succeed here. They're the
ones that are going to have thebest experience because we've
been there done that and we wantit this way. So we built it this
(17:31):
way. Derek, you gotta You gotanything else for us?
Derek Moss (17:40):
You know, we could pull a Gary Vee and look at the
camera and say, you know, threeyears from now? Everyone is
going to have one of these inevery one of their rooms. And
Joseph Pellegrino (17:52):
that's it. We got it. Yeah. 24th date where
Derek? Boss? He said it therewill
Derek Moss (17:59):
be more Alexa devices on people.
Joseph Pellegrino (18:02):
Yeah, it's already happening. I mean, I and
you just you literally justreminded me that we're talking
about the Alexa device in yourhome, we haven't even began to
discuss the classes that Amazonannounced, what, six months ago,
they have classes coming out,you're going to be able to speak
into people's ears using thisplatform. This is not even, I
(18:25):
can't even say it's not even thebeginning. I mean, this is like
a concept. And it hasn't evenbecome mainstream yet. So if you
want to get your feet wet withvoice and you want to be on like
really bleeding edge technology.
This is how you do it throughAlexa skills, not through flash
briefings. And I raved aboutflash briefings last year, six
(18:45):
months ago, I raved about itbecause it was the only option
we have. We all really have toomany options right now. So I got
a little fed up. And I said, Youknow what, I'm building an
option for us. Because voice ishere. We just need the tools to
do it. And this is going to beone of the tools. We're in a
(19:05):
mobile world. Flash briefingsare difficult to create as as a
person who's not tech savvy.
Some people know what an RSSfeed is. And some people have no
clue what an RSS feed is. Peopleknow what apps are. People know
what apps are because we usethem every day. So that's why I
(19:27):
built this so that people whocan just use a regular app can
post the voice. You don't haveto be a rocket scientist anymore
to use voice. Yeah. All right.
So thanks for that, Rick. Sothat's it for this episode. And
if you guys have any questions,please feel free to email
Derek Moss (19:52):
us in DM us
Joseph Pellegrino (19:55):
on Instagram.
Everything's going to be in ourdescription. It's just RJ Media
Studios and check
Derek Moss (20:03):
out our new website.
Yeah, carnuba has a lot ofinformation on this kind of
stuff. Yeah, we
Joseph Pellegrino (20:09):
recently updated it. You know, one of the
COVID has been a really badthing for everybody. But it also
has freed up some time for somethings to be able to be worked
on. And that's literally how beheard was born. Because, you
(20:29):
know, everyone kind of took astep back for a minute and spent
more time with themselves andtheir families, and it gave you
time to think. So this was oneof the things that we thought
about. So yeah. All right. Untilnext time. If you feel like this
has brought you some value,please join our community by
(20:51):
texting podcast to 516-447-5332
Popular Podcasts
Stuff You Should Know
If you've ever wanted to know about champagne, satanism, the Stonewall Uprising, chaos theory, LSD, El Nino, true crime and Rosa Parks, then look no further. Josh and Chuck have you covered.
Dateline NBC
Current and classic episodes, featuring compelling true-crime mysteries, powerful documentaries and in-depth investigations. Follow now to get the latest episodes of Dateline NBC completely free, or subscribe to Dateline Premium for ad-free listening and exclusive bonus content: DatelinePremium.com
On Purpose with Jay Shetty
I’m Jay Shetty host of On Purpose the worlds #1 Mental Health podcast and I’m so grateful you found us. I started this podcast 5 years ago to invite you into conversations and workshops that are designed to help make you happier, healthier and more healed. I believe that when you (yes you) feel seen, heard and understood you’re able to deal with relationship struggles, work challenges and life’s ups and downs with more ease and grace. I interview experts, celebrities, thought leaders and athletes so that we can grow our mindset, build better habits and uncover a side of them we’ve never seen before. New episodes every Monday and Friday. Your support means the world to me and I don’t take it for granted — click the follow button and leave a review to help us spread the love with On Purpose. I can’t wait for you to listen to your first or 500th episode!