April 29, 2025 • 29 mins
Korena Keys, Founder of Key Media Solutions, is best known for developing her own unique approach to media strategy and digital marketing. This quickly earned her the business and respect of companies across the United States.
Korena was one of the first in the country to receive the IAB Digital Media Sales Certification and was invited into the Forbes Agency Council a few years later. She has served as the President of the Board for South Dakota Advertising Federation, Chair of the Board for the Community Outreach, held a seat on the City Council, and is active in multiple community organizations that are dedicated to helping others.
Today, she is a published author of Best Selling “From Welfare to CEO,” leads two growing businesses, is a mom to six, and grandma to six.
Stay Connected:
Korena was one of the first in the country to receive the IAB Digital Media Sales Certification and was invited into the Forbes Agency Council a few years later. She has served as the President of the Board for South Dakota Advertising Federation, Chair of the Board for the Community Outreach, held a seat on the City Council, and is active in multiple community organizations that are dedicated to helping others.
Today, she is a published author of Best Selling “From Welfare to CEO,” leads two growing businesses, is a mom to six, and grandma to six.
Stay Connected:
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:09):
Welcome to Passioneer Magazine, the podcast Well You're Here, inspirational stories,
encouraging news, and in depth interviews with authors, influencers, CEOs
and thought leaders. Passioneer Magazine the podcast Bold Ideas, Brave Pursuits,
Boundless Inspiration.
Speaker 2 (00:33):
Hello, Hello, Hello, Thank you so much, Karina for I
can't talk.
Speaker 3 (00:38):
I'm so sorry.
Speaker 4 (00:40):
That's good, kids, I'm going to do that at some
point too.
Speaker 3 (00:44):
Whoa, here we go.
Speaker 2 (00:46):
Hello, Hello, Hello, thank you so much Karina for joining
me here on Passioneer Magazine, the podcast.
Speaker 3 (00:53):
So glad to have.
Speaker 4 (00:54):
You excited to be here. Thank you absolutely.
Speaker 3 (00:59):
Now.
Speaker 2 (00:59):
I can not wait to talk to you about the
all that you do. But I try to ask the
first question as who are you? Tell us a little
bit about yourself, because I realize I might be introducing
you to someone for the very first time.
Speaker 3 (01:17):
So tell us a little bit about yourself.
Speaker 4 (01:20):
Yeah. Absolutely. I am currently the CEO and visionary for
digital marketing firm headquartered in suf Fall, South Dakota. The
company will be fourteen years old in just a couple
of months, So we have been around around the black
a few times, if you will. Before that, I worked
in full service agency realm and full service ad agencies
(01:41):
as a media strategist. So my background really is our
My professional background is really about understanding the intersection of
where and how we place messages to how our desired
audience engages and interacts with them. And so I've got
a lot of years, almost thirty years of experience in
this realm and just every day love learning the nuances
(02:05):
and how things are changing in how new technology is
really transforming that relationship between the brands and their clients
and consumers.
Speaker 3 (02:14):
And I love that.
Speaker 2 (02:16):
I think that women need to have a seat at
as many tables as we possibly can, because not only
do we need to know what's going on, but perhaps
our voice brings a certain perspective, a certain insight.
Speaker 3 (02:30):
And I love you are that you are doing that.
Speaker 2 (02:34):
Now, speaking of women, one thing that I talk about,
as does the magazine and the podcast is women's empowerment.
Speaker 3 (02:42):
Now, I don't want anyone to think.
Speaker 2 (02:44):
Of this as a guns blazing type of approach to
women's empowerment, but just what are those daily things that
we can do to make sure that our women and
girls are remembered, nurtured and moving forward in a positive direction.
With that being how do you think that your industry
(03:06):
is helping to move women forward in a positive role.
Speaker 4 (03:13):
Yeah, and I think that's a great question because advertising
industry as a whole, and specifically the digital and the
technological side, has been very, very male dominant. Even when
I first started sharing with people and people that I
had been working with for several years, like tens and
twenty years, that I was starting this digital marketing business,
(03:37):
I had several of them tell me that I couldn't
do it, that it wasn't possible that, you know, a
woman could be in this role or have this business,
and especially one that I was starting from my home
and working for my home so that I could be
present with my family and my kids. And so having
experienced a lot of that in my journey, I think
(03:57):
the key things that we can do is really watch
for those scenarios, watch for those situations, and be the
one that lift up other women and encourage and provide
whether it's opportunities or education or knowledge or training or
experience in some of these different segments. And I am
really happy. So the Internet Advertising Bureau, which is kind
(04:18):
of like the governing who will see the FCC of
the digital ad space if that helps define it a
little bit or out of visual They really identified a
few years ago that women and minorities are underserved and
underrepresented in this industry and have created opportunities and scholarships
and training specifically for some of those groups. And so
(04:41):
I'm thrilled to be a part of an organization that
recognizes that and is taking actions to move forward.
Speaker 2 (04:47):
Absolutely, absolutely, and thank you for sharing that. So many
times we aren't aware of the all that's going on
in the Background's so much noise around us, just in
our day to day lives of just trying to get
from point A to point next wherever you are in
(05:08):
the alphabe that we just don't know everything.
Speaker 3 (05:11):
So thank you for sharing that. Now, when you think.
Speaker 2 (05:15):
Of women's empowerment, what things come to mind for you personally? Again,
I try to do radio, TV, magazine, podcast, I'm trying
to make a space for women to be able to
share their voice. How do you envision women's empowerment or
how do you help boost women personally?
Speaker 4 (05:39):
Yeah, and for me, I think it's I don't have
the big platforms, and I applaud you for doing that
because I do think it's needed. But for me, It's
about just the little daily actions and things that we
can do every single day that makes space for someone
to be heard, someone to felt like they're being seen,
someone to be given an opportunity or just an introduction
(06:00):
to an opportunity that they didn't know existed before. And
for me, a big part of that too is having
my network and my support system of women that I
know I can go to and be vulnerable and share
frustrations and share experiences and they will build me up,
they will support me, they will provide encouragement. It's kind
(06:22):
of a group of women that we're like, hey, we
can do anything. We can do anything we set our
minds to. So how do we navigate through this? How
do how do we kind of wallow in the here
and now and what the roadblocks are in front of us,
if you will. So I try to create that, not
(06:43):
just for the people that I rely on, but for
others to be that resource for them to say, hey,
this this sucks right now, and I don't like it,
and I don't want to be in this space and
it's maybe unfair, but it's definitely frustrating, and how do
we work through it? How do we process it? And
work through it to come out better on the other
side and to come out further ahead. And you know,
(07:06):
for me, it's a lot of stubbornness, like, oh, you're
gonna tell me I can't do something, you just watch
me do it, like I'm gonna prove you're wrong. But
I shouldn't have to do that either, And I don't
think other people should have to.
Speaker 3 (07:18):
Do that absolutely.
Speaker 2 (07:20):
And you know, I only giggled there because I find
that most of the women that have that attitude, it's like,
did you tell me no?
Speaker 3 (07:30):
Did you say I can't because I'm a woman, because
I'm a girl? You just watch now, just watch.
Speaker 4 (07:36):
Me coming out.
Speaker 2 (07:39):
Yes. It just so gives us that stepping stone, that energy,
that boost that we needed to not only do it,
but do it well, to do it with such, with
such determination that that person will never doubt again our
ability to be able to do something.
Speaker 3 (08:01):
And I love your perspective of there's so.
Speaker 2 (08:04):
Much that needs to be done, but we have continue
to make those strides that if we continue to do
our little bit, each one of us, just just a
little bit, we are we are continuing to make more space,
more room for for the next generation. We are so
much better off than like our grandparents, right or our
(08:24):
great grand I love what we are doing collectively. However,
I do want to ask the question in your industry,
and you kind of mentioned it before that women are
not exactly where we hope we could be at this time,
and there are some challenges for someone who may be
(08:45):
interested in helping, or they may have a unique talent
for a particular area. What areas do we need to
look at when it comes to the challenges that women
are facing in this industry?
Speaker 4 (09:01):
Yeah, and I think, you know, unfortunately a lot of
it is just bias. I think that still exists unfortunately,
and trying to recognize that. And you know, even I
had a situation a few years ago where they were
looking at changing tax laws around our industry and advertising
and what we're doing. And our congressment came to town
(09:22):
and wanted to meet with like CEOs and vps and
general managers of like all the local media so or
statewide media. So it is the newspaper that had been
around for one hundred and twenty years, it was the
TV stations that had been around for sixty years, like
all these big heads were invited, and somehow I ended
up getting myself invited to the conversation. And when I
(09:44):
walked in the room, it was a room full of
sixty plus year old men and me, and one of
those was a former boss, uh, one of my former managers,
and he basically came up to me in front of
all this group of men, clapped me on the back
(10:05):
and said, hey, Kitto, why are you here? Oh no,
and took a moment to count it to pen kind
of patted him on the shoulder and I said, well,
the same reason you are, old man to talk about
taxing our industry. And he was a little bit taken
(10:27):
aback could changed the subject. Yes, And I had to
excuse myself and walk out of the room because I
was about to blow my top. But also it's jarring
on our confidence, like it's like cutting us down at
the knees. And that's the start of the conversation, like
most people would be how much do I speak up
(10:49):
and contribute now on this conversation if that's going to
be the reception to what my contribution is. And so
I went into the women's bathroom and because of where
we were at, it was the only one in there,
and I just looked in the mirror, and I just
kept telling myself, like, you've earned this, you belong at
the table, you have earned the seat at the table.
Don't let them take your spot away. And I had
(11:12):
to tell that to myself and out loud in this
women's bathroom multiple times before I could walk back in
that room and be a part of a valuable part
of the conversations. And unfortunately, the that's going to exist
until there's really a changing of the old guard and
(11:33):
we get some of that out of there. And so
for me, it's just about taking that opportunity to maybe
maybe it's a little jab back at him, but just
making him realize the comment that he made in the
impact that that could have. And so it's educating, like
how can we educate other people that are currently here
(11:53):
working side by side with us or in similar industries
or parallel positions that you know, we do. We have
a voice, We deserve a seat at the table, and
our voice is valuable.
Speaker 2 (12:05):
Absolutely, And bravo to you for not hard hard moment.
Oh my goodness, as you're saying it, I'm sure women
listening and those watching like we all have had that
moment where someone challenges a credential or the validity of
(12:28):
our presidence, and it just it, just like you said,
it kind of knocks the wind out of you for
a second. But then we remember who we are and
why we have to be here for this moment, and
it's almost a confirmation, right, like, this is why I'm
here because you're asking me why am I here? I
(12:51):
am here because you don't think that this is normal yet,
and it should be. We shouldn't want to have more voices,
not less voices, to help build everyone up. So bravo
for standing not only for yourself before fellow womankind right
(13:11):
in that moment and doing what.
Speaker 3 (13:13):
Needed to be done.
Speaker 2 (13:15):
Now, speaking of standing and being present in the moment,
you also contribute in your way to community and to
organizations and associations that are really important to you. Why
do you feel that it's important to be a part
of voice for community as well?
Speaker 4 (13:36):
Yeah, one, I think we all have the ability to
influence and change our local communities, the world that we
live in, whether it's our neighborhood, whether it's the city,
whether it's the state, whether it's a larger organization. Like
I feel like we all have the ability to influence, change,
in a positive way. And I feel like I've been
given a position and a voice that maybe is a
(13:59):
little bit stronger or a little bit more stand out
and has a little more authority then maybe some other
voices that are also contributing to the conversation and influencing
their neighborhoods. And so for me, it's about how can
I pay it forward? How can I use the gifts
that I have been given, the gifts that have been
granted to me to help make somebody else's life just
(14:21):
a little bit better in some way. And so right
now I'm on the board of directors for Cull to
Freedom is the organization, but it's a nonprofit organization that
helps survivors of human trafficking and it helps pull these
women that have not had a choice of the situation
that they have been put in and provide them opportunity
through safe housing, through therapy, through treatments, through education, through knowledge,
(14:48):
and through support financially, physically, emotionally to really overcome these
challenges that have been thrust upon them and to come
out of it in a much better position to where
they can live independently, they can re establish their lives
and in a lot of times get their children back
because they've lost a lot of them have lost their
children in the process, and so it's really about how
(15:11):
do we bring them back to get them the life
that they really deserve. And it's one I've been involved
in the organization since they first launched in Boy I
think it was twenty seventeen, and I'm really excited to
be on the board of directors and to be able
to help, you know, with my knowledge in marketing and advertising,
(15:31):
but really help them amplify their voice and create awareness
that have larger conversations in the public to let people
know that yes, even in small town South Dakota, like,
this is a reality and it's happening here and we
need to create awareness to get it to stop.
Speaker 3 (15:47):
Absolutely.
Speaker 2 (15:48):
You know, the more I am made aware of what's
going on with human trafficking, the more I am surprised,
but not surprised, I am appalled at the fact that
it has been going on for so long.
Speaker 3 (16:08):
And you go back and it's.
Speaker 2 (16:10):
Like you you thumb through the pages of your memory
of stories of the things that you've heard people say
in general, but women in particular, that now that you
understand this thing called human trafficking. You're going, oh, my goodness,
was that?
Speaker 3 (16:27):
What that was?
Speaker 2 (16:29):
I know someone who knows someone who knows someone who
is either on the fighting side trying to help, or
perhaps someone that they know has been negatively affected in
some way. So yes, thank you for doing that work.
And we do need to be made aware that it
(16:51):
is happening in everywhere USA, your town, your state. Do
not think that you are immune to see something, say
something you know is starting to apply to work in
just one area nowadays, and we really do need to
be mindful. So thank you, thank you for that work. Now,
(17:14):
when it comes to women and the support that we
tend to offer to each other, one word in particular
gets thrown around a lot, and that is mentorship. That
we need to make sure that we are creating environments
where we are not only supporting each other, but also
mentoring our peers were needed, but mentoring the next generation,
(17:36):
making space for our girls. Are you finding that mentorship
is important in the areas in which you have a
finger on the pulse as well?
Speaker 4 (17:46):
Yeah? Absolutely, and not just in suit falls, in the
industry as a whole, because I think a lot of
a lot of young women don't recognize this as an
opportunity for them and don't view it as now. I
will say, so social media marketing is definitely a place
where we're seeing a lot of interest, but there is
so it's so much larger than that. And exposing them
(18:08):
and introducing them to this is one thing. But in mentorship,
for me, it's really about that holistic person, Like how
can I pour into a young woman to equip her,
prepare her, help her process and navigate situations, but also
dream and hope for the future, dream about what's possible,
(18:29):
and equip her with the tools needed to start implementing
on those dreams and start taking actions towards those dreams.
And so we have some fantastic programs, And I will
say the mayor that we have in supit Balls implemented
a program a few years ago that it's really about
engaging like two hundred and fifty mentors in the city
(18:50):
of suit Balls over the course of a year, and like,
how do we engage in equipment and connect people. But
I also mentor through my college alma matter. I'm able
to go back and mentor or college students through that.
And we just have some great programs through MB and
the YWCA. I would like to see more of them,
you know, formulated and built within our industry. But as
(19:13):
far as you know, on a broader scope, there's definitely
opportunities and there's so much value there.
Speaker 2 (19:20):
Now if there was someone who wanted to get started
in the industry, their hope is to make a difference,
be part of the change in this way, what are
maybe one or two things off the top of your
head that you could think of, Make sure you do this,
or perhaps sometimes this is the flip side, make sure
(19:41):
you don't do that.
Speaker 3 (19:42):
Is there any negative question belong? Yeah, because so many
times it's make sure you do one, two and three right.
Speaker 2 (19:49):
Well, many times to say when you get to the
fork in the road, don't go to the right, or
don't go to the.
Speaker 3 (19:56):
Left, you know, make a new pass or instead given
walk along the lake.
Speaker 2 (20:04):
Whatever it is, like, there really something that's a little
bit different, that's off the beaten path, that needs to
have a little bit more attention, because that perhaps is
the way of the future.
Speaker 3 (20:16):
So any advice.
Speaker 4 (20:16):
There, well, I actually was just talking to a college
class yesterday and one of the pieces of advice that
I gave them is really the way that our industry
is evolving, Is it's really that technology piece and the
data and the understanding, and like, we're getting into a
space where we have a whole lot of data available
(20:39):
to us, but being able to interpret the data and
come up to conclusions like actionable insights from the data
is really a critical piece that's missing right now for
a lot of people, especially those of us that have
been in the industry for a long time. This is
all completely new and we're all learning it. So take
some just do something studying of data analysis and data
(21:02):
analytics and getting a good grasp of what information is
available to most of us as advertisers and brands. But
then how do we learn to interpret that data, to
collect the data and analyze the data to find meaningful insights.
Because as a customer, I'm giving this great dashboard with
a whole bunch of numbers on it. It might look
(21:23):
pretty and all the arrows may be green, but I
have no idea what that's telling me. We need somebody
to interpret all the data and make it like understandable,
break it down into nuggets, but also find the trends,
the insights and the story behind the numbers, and so
really understanding, and there's a bunch of free resources out there.
(21:44):
There's also some college courses that you can take independently
on data analysis. There's some tech school courses and just
certifications that you can get with in that. But to me,
that's what really makes somebody's resume stand.
Speaker 2 (21:57):
Out about I remember I was trying to explain something to.
Speaker 3 (22:06):
A particular person.
Speaker 2 (22:08):
They weren't quite a client, they were a friend of
a client, and when we were talking, not necessarily about
your industry, but when we were talking about the numbers
right looking at the information in front of them, they
simply said, I.
Speaker 3 (22:22):
Don't get it, Like I just don't get it.
Speaker 2 (22:24):
I understand what you're trying to say to me, but
I don't understand what any of this means. And because
I don't understand what this means, I'm not going to
use it. I'm not going to care. I'm just going
to keep doing what I'm doing. But that was the problem.
The continuing along that path wasn't getting them anywhere. It's like,
you know, you're just spin in your wheels, so you
(22:45):
need this information.
Speaker 3 (22:46):
So as you were saying that.
Speaker 2 (22:48):
Of going, wow, how many people are saying that's what
I need explain it to me, make it plain, make
it so that I can understand, because I'm to go
to the next level or I'm ready to do something different.
So what a nuggative advice there?
Speaker 3 (23:06):
I love it.
Speaker 4 (23:07):
I love it now, and I think AI two not
to jump it. But AI two is dramatically changing our
industry and a lot of things that we used to
have to have people on staff to do is being
replaced by AI. Not to the same level. I don't
want to discredit, Like an AI writing tool is not
nearly as good as an experienced copywriter. There is a
(23:29):
distinct difference. But we need people that also know how
to teach and manage AI, and so understanding what tools
are available and knowing how to use them to get
the optimum results. Like the data we put in their
matters and the quality of the data matters. But also
you know, teaching it to interpret the data correctly is
(23:53):
another thing. So AI is dramatically changing our industry, So
understanding how that's happening is also a great footprint or
a good great first step into the industry and into
a job within that industry.
Speaker 2 (24:08):
It's the understanding and you know, just human to human
many times we have a problem understanding.
Speaker 3 (24:16):
Human to human.
Speaker 2 (24:17):
So for AI to be able to interpret what we
mean and the little nuance that in which we say
things and do things and all of that, Oh, my heavens,
I could see how that would definitely be I want
to say a job of the future, because it really
is a job of the present, but one that can
have such an impact on our future. Wow, thank you,
(24:39):
thank you for that. I can just imagine.
Speaker 3 (24:41):
Someone going, Aha, that's me. That's where I'm in. And
it's like, I feel that so many.
Speaker 2 (24:48):
Times people are trying to pivot to something new. I
have a whole class that I do call pivot for purpose,
because we get to a certain point and go I've
done all I can do here. It's time for not
only myself to pivot, but for me to teach others
how to pivot as well.
Speaker 3 (25:05):
And that sounds like a great pivot point.
Speaker 2 (25:08):
How do we teach and make sure that we're utilizing
AI to the best of our ability.
Speaker 3 (25:13):
I love them.
Speaker 2 (25:14):
Now, with everything that you do, you also have an
additional hat that you wear, and that.
Speaker 3 (25:20):
Is one of an author.
Speaker 2 (25:22):
Now, of course, your book is available on Amazon or
wherever books are sold, but dude, tell us about your
latest project, the book.
Speaker 4 (25:32):
Yeah. So the book is titled From Where Welfare to CEO,
Single Mom's Journey and Entrepreneurship. And it took me a
long time to write this book because a lot of
the things that I talk about in the book are
things that I hid, that I didn't talk about that
a lot of my colleagues, clients, even college classmates did
(25:53):
not know about me. They're things that, due to shame
and like the stigma of labeling and judgment, I just
hid from the world. And so it took a lot
of encouragement from my friends in my circle, but also
a lot of time for me to put it down
on paper. And so I did it for a couple
(26:13):
of reasons. One is that I want others that are
walking through difficult situations that feel like they're stuck, that
feel like they're in a really hard place, that they've
hit rock bottom, to know that there is a light,
there is an opportunity, and they're not stuck there forever.
It's not an easy path, for sure, but there is
(26:34):
a path forward. And if somebody can learn from my
mistakes and the things that I have done, then you know,
I'll be blessed the truly. If I can help one
person feel empowered, one person find a way through, one
person be encouraged to change their current situation into something
more positive, then it's all the pain, all the time,
(26:55):
all the effort is totally worth it for me.
Speaker 2 (27:00):
And just of course recommend reading the book getting that
information in there. I tell folks, every resource that you
can get your hands on that's going to make you
better read it. Even if it's not your situation. There
might be a piece of information in there for someone
(27:20):
that you know. And I have gathered so much information
along the way from these great interviews like I'm doing
with you now, and many times it is not for
me personally, but I share it with a client. I
share it with someone when I'm networking. Hey, you know,
I interviewed this person and they have this book and
maybe you should check it out, and that is the thing.
Speaker 3 (27:40):
That changes their lives. So if we can continue to start, I.
Speaker 4 (27:45):
Have a copy. And I did not write the book
to make money off of it. I wrote the book
really to share my story and influence I get help
other people, not influence, but help other people. And so
if anybody would like to have the book. I will
mail it out for free. I'm sure you'll have my
information connected to this podcast. All you have to do
(28:07):
is shoot me an email. So you saw when I
was talking to doctor Angela. Here's the name and address.
I will mail you a book. I will get it
out that same week. I promise it will be in
your hands within two weeks.
Speaker 3 (28:17):
I love it. I love it.
Speaker 2 (28:19):
I love that you are so caring, so kind, so
generous with your resource. So many people are starting to
kind of lose touch with that side because they're told
you can't be successful if you're kind, you know, and
I firmly disagree. There is still a piece of the
(28:40):
world that is in tune with their humanity. So I
love that you are doing that. Kanna, Thank you so
much for not only sharing your book, but your journey
and the all that you do with with my with
my viewers, with my listeners. Now someone wants to get
in contact with you, of course have it down in
(29:00):
the description for them, but if you would please, what
is the best way to stay.
Speaker 3 (29:05):
In contact with you? Yeah?
Speaker 4 (29:07):
So I have a website. It's just karinakeys dot com
and it has all of the links to my social media.
There it has a form that you can directly reach
out to me right there on that form. Also, you
know LinkedIn, You're going to find me on Facebook. It's
not hard to find me on Facebook, LinkedIn, Instagram, all
those those fun places. I will say I don't have
(29:28):
a TikTok account, but pretty much everywhere else I'm pretty
accessible and available and would love to continue a conversation.
Speaker 3 (29:37):
I love it. I love it.
Speaker 2 (29:38):
Thank you again for being a guest on Passion, your magazine,
The podcast
Welcome to Passioneer Magazine, the podcast Well You're Here, inspirational stories,
encouraging news, and in depth interviews with authors, influencers, CEOs
and thought leaders. Passioneer Magazine the podcast Bold Ideas, Brave Pursuits,
Boundless Inspiration.
Speaker 2 (00:33):
Hello, Hello, Hello, Thank you so much, Karina for I
can't talk.
Speaker 3 (00:38):
I'm so sorry.
Speaker 4 (00:40):
That's good, kids, I'm going to do that at some
point too.
Speaker 3 (00:44):
Whoa, here we go.
Speaker 2 (00:46):
Hello, Hello, Hello, thank you so much Karina for joining
me here on Passioneer Magazine, the podcast.
Speaker 3 (00:53):
So glad to have.
Speaker 4 (00:54):
You excited to be here. Thank you absolutely.
Speaker 3 (00:59):
Now.
Speaker 2 (00:59):
I can not wait to talk to you about the
all that you do. But I try to ask the
first question as who are you? Tell us a little
bit about yourself, because I realize I might be introducing
you to someone for the very first time.
Speaker 3 (01:17):
So tell us a little bit about yourself.
Speaker 4 (01:20):
Yeah. Absolutely. I am currently the CEO and visionary for
digital marketing firm headquartered in suf Fall, South Dakota. The
company will be fourteen years old in just a couple
of months, So we have been around around the black
a few times, if you will. Before that, I worked
in full service agency realm and full service ad agencies
(01:41):
as a media strategist. So my background really is our
My professional background is really about understanding the intersection of
where and how we place messages to how our desired
audience engages and interacts with them. And so I've got
a lot of years, almost thirty years of experience in
this realm and just every day love learning the nuances
(02:05):
and how things are changing in how new technology is
really transforming that relationship between the brands and their clients
and consumers.
Speaker 3 (02:14):
And I love that.
Speaker 2 (02:16):
I think that women need to have a seat at
as many tables as we possibly can, because not only
do we need to know what's going on, but perhaps
our voice brings a certain perspective, a certain insight.
Speaker 3 (02:30):
And I love you are that you are doing that.
Speaker 2 (02:34):
Now, speaking of women, one thing that I talk about,
as does the magazine and the podcast is women's empowerment.
Speaker 3 (02:42):
Now, I don't want anyone to think.
Speaker 2 (02:44):
Of this as a guns blazing type of approach to
women's empowerment, but just what are those daily things that
we can do to make sure that our women and
girls are remembered, nurtured and moving forward in a positive direction.
With that being how do you think that your industry
(03:06):
is helping to move women forward in a positive role.
Speaker 4 (03:13):
Yeah, and I think that's a great question because advertising
industry as a whole, and specifically the digital and the
technological side, has been very, very male dominant. Even when
I first started sharing with people and people that I
had been working with for several years, like tens and
twenty years, that I was starting this digital marketing business,
(03:37):
I had several of them tell me that I couldn't
do it, that it wasn't possible that, you know, a
woman could be in this role or have this business,
and especially one that I was starting from my home
and working for my home so that I could be
present with my family and my kids. And so having
experienced a lot of that in my journey, I think
(03:57):
the key things that we can do is really watch
for those scenarios, watch for those situations, and be the
one that lift up other women and encourage and provide
whether it's opportunities or education or knowledge or training or
experience in some of these different segments. And I am
really happy. So the Internet Advertising Bureau, which is kind
(04:18):
of like the governing who will see the FCC of
the digital ad space if that helps define it a
little bit or out of visual They really identified a
few years ago that women and minorities are underserved and
underrepresented in this industry and have created opportunities and scholarships
and training specifically for some of those groups. And so
(04:41):
I'm thrilled to be a part of an organization that
recognizes that and is taking actions to move forward.
Speaker 2 (04:47):
Absolutely, absolutely, and thank you for sharing that. So many
times we aren't aware of the all that's going on
in the Background's so much noise around us, just in
our day to day lives of just trying to get
from point A to point next wherever you are in
(05:08):
the alphabe that we just don't know everything.
Speaker 3 (05:11):
So thank you for sharing that. Now, when you think.
Speaker 2 (05:15):
Of women's empowerment, what things come to mind for you personally? Again,
I try to do radio, TV, magazine, podcast, I'm trying
to make a space for women to be able to
share their voice. How do you envision women's empowerment or
how do you help boost women personally?
Speaker 4 (05:39):
Yeah, and for me, I think it's I don't have
the big platforms, and I applaud you for doing that
because I do think it's needed. But for me, It's
about just the little daily actions and things that we
can do every single day that makes space for someone
to be heard, someone to felt like they're being seen,
someone to be given an opportunity or just an introduction
(06:00):
to an opportunity that they didn't know existed before. And
for me, a big part of that too is having
my network and my support system of women that I
know I can go to and be vulnerable and share
frustrations and share experiences and they will build me up,
they will support me, they will provide encouragement. It's kind
(06:22):
of a group of women that we're like, hey, we
can do anything. We can do anything we set our
minds to. So how do we navigate through this? How
do how do we kind of wallow in the here
and now and what the roadblocks are in front of us,
if you will. So I try to create that, not
(06:43):
just for the people that I rely on, but for
others to be that resource for them to say, hey,
this this sucks right now, and I don't like it,
and I don't want to be in this space and
it's maybe unfair, but it's definitely frustrating, and how do
we work through it? How do we process it? And
work through it to come out better on the other
side and to come out further ahead. And you know,
(07:06):
for me, it's a lot of stubbornness, like, oh, you're
gonna tell me I can't do something, you just watch
me do it, like I'm gonna prove you're wrong. But
I shouldn't have to do that either, And I don't
think other people should have to.
Speaker 3 (07:18):
Do that absolutely.
Speaker 2 (07:20):
And you know, I only giggled there because I find
that most of the women that have that attitude, it's like,
did you tell me no?
Speaker 3 (07:30):
Did you say I can't because I'm a woman, because
I'm a girl? You just watch now, just watch.
Speaker 4 (07:36):
Me coming out.
Speaker 2 (07:39):
Yes. It just so gives us that stepping stone, that energy,
that boost that we needed to not only do it,
but do it well, to do it with such, with
such determination that that person will never doubt again our
ability to be able to do something.
Speaker 3 (08:01):
And I love your perspective of there's so.
Speaker 2 (08:04):
Much that needs to be done, but we have continue
to make those strides that if we continue to do
our little bit, each one of us, just just a
little bit, we are we are continuing to make more space,
more room for for the next generation. We are so
much better off than like our grandparents, right or our
(08:24):
great grand I love what we are doing collectively. However,
I do want to ask the question in your industry,
and you kind of mentioned it before that women are
not exactly where we hope we could be at this time,
and there are some challenges for someone who may be
(08:45):
interested in helping, or they may have a unique talent
for a particular area. What areas do we need to
look at when it comes to the challenges that women
are facing in this industry?
Speaker 4 (09:01):
Yeah, and I think, you know, unfortunately a lot of
it is just bias. I think that still exists unfortunately,
and trying to recognize that. And you know, even I
had a situation a few years ago where they were
looking at changing tax laws around our industry and advertising
and what we're doing. And our congressment came to town
(09:22):
and wanted to meet with like CEOs and vps and
general managers of like all the local media so or
statewide media. So it is the newspaper that had been
around for one hundred and twenty years, it was the
TV stations that had been around for sixty years, like
all these big heads were invited, and somehow I ended
up getting myself invited to the conversation. And when I
(09:44):
walked in the room, it was a room full of
sixty plus year old men and me, and one of
those was a former boss, uh, one of my former managers,
and he basically came up to me in front of
all this group of men, clapped me on the back
(10:05):
and said, hey, Kitto, why are you here? Oh no,
and took a moment to count it to pen kind
of patted him on the shoulder and I said, well,
the same reason you are, old man to talk about
taxing our industry. And he was a little bit taken
(10:27):
aback could changed the subject. Yes, And I had to
excuse myself and walk out of the room because I
was about to blow my top. But also it's jarring
on our confidence, like it's like cutting us down at
the knees. And that's the start of the conversation, like
most people would be how much do I speak up
(10:49):
and contribute now on this conversation if that's going to
be the reception to what my contribution is. And so
I went into the women's bathroom and because of where
we were at, it was the only one in there,
and I just looked in the mirror, and I just
kept telling myself, like, you've earned this, you belong at
the table, you have earned the seat at the table.
Don't let them take your spot away. And I had
(11:12):
to tell that to myself and out loud in this
women's bathroom multiple times before I could walk back in
that room and be a part of a valuable part
of the conversations. And unfortunately, the that's going to exist
until there's really a changing of the old guard and
(11:33):
we get some of that out of there. And so
for me, it's just about taking that opportunity to maybe
maybe it's a little jab back at him, but just
making him realize the comment that he made in the
impact that that could have. And so it's educating, like
how can we educate other people that are currently here
(11:53):
working side by side with us or in similar industries
or parallel positions that you know, we do. We have
a voice, We deserve a seat at the table, and
our voice is valuable.
Speaker 2 (12:05):
Absolutely, And bravo to you for not hard hard moment.
Oh my goodness, as you're saying it, I'm sure women
listening and those watching like we all have had that
moment where someone challenges a credential or the validity of
(12:28):
our presidence, and it just it, just like you said,
it kind of knocks the wind out of you for
a second. But then we remember who we are and
why we have to be here for this moment, and
it's almost a confirmation, right, like, this is why I'm
here because you're asking me why am I here? I
(12:51):
am here because you don't think that this is normal yet,
and it should be. We shouldn't want to have more voices,
not less voices, to help build everyone up. So bravo
for standing not only for yourself before fellow womankind right
(13:11):
in that moment and doing what.
Speaker 3 (13:13):
Needed to be done.
Speaker 2 (13:15):
Now, speaking of standing and being present in the moment,
you also contribute in your way to community and to
organizations and associations that are really important to you. Why
do you feel that it's important to be a part
of voice for community as well?
Speaker 4 (13:36):
Yeah, one, I think we all have the ability to
influence and change our local communities, the world that we
live in, whether it's our neighborhood, whether it's the city,
whether it's the state, whether it's a larger organization. Like
I feel like we all have the ability to influence, change,
in a positive way. And I feel like I've been
given a position and a voice that maybe is a
(13:59):
little bit stronger or a little bit more stand out
and has a little more authority then maybe some other
voices that are also contributing to the conversation and influencing
their neighborhoods. And so for me, it's about how can
I pay it forward? How can I use the gifts
that I have been given, the gifts that have been
granted to me to help make somebody else's life just
(14:21):
a little bit better in some way. And so right
now I'm on the board of directors for Cull to
Freedom is the organization, but it's a nonprofit organization that
helps survivors of human trafficking and it helps pull these
women that have not had a choice of the situation
that they have been put in and provide them opportunity
through safe housing, through therapy, through treatments, through education, through knowledge,
(14:48):
and through support financially, physically, emotionally to really overcome these
challenges that have been thrust upon them and to come
out of it in a much better position to where
they can live independently, they can re establish their lives
and in a lot of times get their children back
because they've lost a lot of them have lost their
children in the process, and so it's really about how
(15:11):
do we bring them back to get them the life
that they really deserve. And it's one I've been involved
in the organization since they first launched in Boy I
think it was twenty seventeen, and I'm really excited to
be on the board of directors and to be able
to help, you know, with my knowledge in marketing and advertising,
(15:31):
but really help them amplify their voice and create awareness
that have larger conversations in the public to let people
know that yes, even in small town South Dakota, like,
this is a reality and it's happening here and we
need to create awareness to get it to stop.
Speaker 3 (15:47):
Absolutely.
Speaker 2 (15:48):
You know, the more I am made aware of what's
going on with human trafficking, the more I am surprised,
but not surprised, I am appalled at the fact that
it has been going on for so long.
Speaker 3 (16:08):
And you go back and it's.
Speaker 2 (16:10):
Like you you thumb through the pages of your memory
of stories of the things that you've heard people say
in general, but women in particular, that now that you
understand this thing called human trafficking. You're going, oh, my goodness,
was that?
Speaker 3 (16:27):
What that was?
Speaker 2 (16:29):
I know someone who knows someone who knows someone who
is either on the fighting side trying to help, or
perhaps someone that they know has been negatively affected in
some way. So yes, thank you for doing that work.
And we do need to be made aware that it
(16:51):
is happening in everywhere USA, your town, your state. Do
not think that you are immune to see something, say
something you know is starting to apply to work in
just one area nowadays, and we really do need to
be mindful. So thank you, thank you for that work. Now,
(17:14):
when it comes to women and the support that we
tend to offer to each other, one word in particular
gets thrown around a lot, and that is mentorship. That
we need to make sure that we are creating environments
where we are not only supporting each other, but also
mentoring our peers were needed, but mentoring the next generation,
(17:36):
making space for our girls. Are you finding that mentorship
is important in the areas in which you have a
finger on the pulse as well?
Speaker 4 (17:46):
Yeah? Absolutely, and not just in suit falls, in the
industry as a whole, because I think a lot of
a lot of young women don't recognize this as an
opportunity for them and don't view it as now. I
will say, so social media marketing is definitely a place
where we're seeing a lot of interest, but there is
so it's so much larger than that. And exposing them
(18:08):
and introducing them to this is one thing. But in mentorship,
for me, it's really about that holistic person, Like how
can I pour into a young woman to equip her,
prepare her, help her process and navigate situations, but also
dream and hope for the future, dream about what's possible,
(18:29):
and equip her with the tools needed to start implementing
on those dreams and start taking actions towards those dreams.
And so we have some fantastic programs, And I will
say the mayor that we have in supit Balls implemented
a program a few years ago that it's really about
engaging like two hundred and fifty mentors in the city
(18:50):
of suit Balls over the course of a year, and like,
how do we engage in equipment and connect people. But
I also mentor through my college alma matter. I'm able
to go back and mentor or college students through that.
And we just have some great programs through MB and
the YWCA. I would like to see more of them,
you know, formulated and built within our industry. But as
(19:13):
far as you know, on a broader scope, there's definitely
opportunities and there's so much value there.
Speaker 2 (19:20):
Now if there was someone who wanted to get started
in the industry, their hope is to make a difference,
be part of the change in this way, what are
maybe one or two things off the top of your
head that you could think of, Make sure you do this,
or perhaps sometimes this is the flip side, make sure
(19:41):
you don't do that.
Speaker 3 (19:42):
Is there any negative question belong? Yeah, because so many
times it's make sure you do one, two and three right.
Speaker 2 (19:49):
Well, many times to say when you get to the
fork in the road, don't go to the right, or
don't go to the.
Speaker 3 (19:56):
Left, you know, make a new pass or instead given
walk along the lake.
Speaker 2 (20:04):
Whatever it is, like, there really something that's a little
bit different, that's off the beaten path, that needs to
have a little bit more attention, because that perhaps is
the way of the future.
Speaker 3 (20:16):
So any advice.
Speaker 4 (20:16):
There, well, I actually was just talking to a college
class yesterday and one of the pieces of advice that
I gave them is really the way that our industry
is evolving, Is it's really that technology piece and the
data and the understanding, and like, we're getting into a
space where we have a whole lot of data available
(20:39):
to us, but being able to interpret the data and
come up to conclusions like actionable insights from the data
is really a critical piece that's missing right now for
a lot of people, especially those of us that have
been in the industry for a long time. This is
all completely new and we're all learning it. So take
some just do something studying of data analysis and data
(21:02):
analytics and getting a good grasp of what information is
available to most of us as advertisers and brands. But
then how do we learn to interpret that data, to
collect the data and analyze the data to find meaningful insights.
Because as a customer, I'm giving this great dashboard with
a whole bunch of numbers on it. It might look
(21:23):
pretty and all the arrows may be green, but I
have no idea what that's telling me. We need somebody
to interpret all the data and make it like understandable,
break it down into nuggets, but also find the trends,
the insights and the story behind the numbers, and so
really understanding, and there's a bunch of free resources out there.
(21:44):
There's also some college courses that you can take independently
on data analysis. There's some tech school courses and just
certifications that you can get with in that. But to me,
that's what really makes somebody's resume stand.
Speaker 2 (21:57):
Out about I remember I was trying to explain something to.
Speaker 3 (22:06):
A particular person.
Speaker 2 (22:08):
They weren't quite a client, they were a friend of
a client, and when we were talking, not necessarily about
your industry, but when we were talking about the numbers
right looking at the information in front of them, they
simply said, I.
Speaker 3 (22:22):
Don't get it, Like I just don't get it.
Speaker 2 (22:24):
I understand what you're trying to say to me, but
I don't understand what any of this means. And because
I don't understand what this means, I'm not going to
use it. I'm not going to care. I'm just going
to keep doing what I'm doing. But that was the problem.
The continuing along that path wasn't getting them anywhere. It's like,
you know, you're just spin in your wheels, so you
(22:45):
need this information.
Speaker 3 (22:46):
So as you were saying that.
Speaker 2 (22:48):
Of going, wow, how many people are saying that's what
I need explain it to me, make it plain, make
it so that I can understand, because I'm to go
to the next level or I'm ready to do something different.
So what a nuggative advice there?
Speaker 3 (23:06):
I love it.
Speaker 4 (23:07):
I love it now, and I think AI two not
to jump it. But AI two is dramatically changing our
industry and a lot of things that we used to
have to have people on staff to do is being
replaced by AI. Not to the same level. I don't
want to discredit, Like an AI writing tool is not
nearly as good as an experienced copywriter. There is a
(23:29):
distinct difference. But we need people that also know how
to teach and manage AI, and so understanding what tools
are available and knowing how to use them to get
the optimum results. Like the data we put in their
matters and the quality of the data matters. But also
you know, teaching it to interpret the data correctly is
(23:53):
another thing. So AI is dramatically changing our industry, So
understanding how that's happening is also a great footprint or
a good great first step into the industry and into
a job within that industry.
Speaker 2 (24:08):
It's the understanding and you know, just human to human
many times we have a problem understanding.
Speaker 3 (24:16):
Human to human.
Speaker 2 (24:17):
So for AI to be able to interpret what we
mean and the little nuance that in which we say
things and do things and all of that, Oh, my heavens,
I could see how that would definitely be I want
to say a job of the future, because it really
is a job of the present, but one that can
have such an impact on our future. Wow, thank you,
(24:39):
thank you for that. I can just imagine.
Speaker 3 (24:41):
Someone going, Aha, that's me. That's where I'm in. And
it's like, I feel that so many.
Speaker 2 (24:48):
Times people are trying to pivot to something new. I
have a whole class that I do call pivot for purpose,
because we get to a certain point and go I've
done all I can do here. It's time for not
only myself to pivot, but for me to teach others
how to pivot as well.
Speaker 3 (25:05):
And that sounds like a great pivot point.
Speaker 2 (25:08):
How do we teach and make sure that we're utilizing
AI to the best of our ability.
Speaker 3 (25:13):
I love them.
Speaker 2 (25:14):
Now, with everything that you do, you also have an
additional hat that you wear, and that.
Speaker 3 (25:20):
Is one of an author.
Speaker 2 (25:22):
Now, of course, your book is available on Amazon or
wherever books are sold, but dude, tell us about your
latest project, the book.
Speaker 4 (25:32):
Yeah. So the book is titled From Where Welfare to CEO,
Single Mom's Journey and Entrepreneurship. And it took me a
long time to write this book because a lot of
the things that I talk about in the book are
things that I hid, that I didn't talk about that
a lot of my colleagues, clients, even college classmates did
(25:53):
not know about me. They're things that, due to shame
and like the stigma of labeling and judgment, I just
hid from the world. And so it took a lot
of encouragement from my friends in my circle, but also
a lot of time for me to put it down
on paper. And so I did it for a couple
(26:13):
of reasons. One is that I want others that are
walking through difficult situations that feel like they're stuck, that
feel like they're in a really hard place, that they've
hit rock bottom, to know that there is a light,
there is an opportunity, and they're not stuck there forever.
It's not an easy path, for sure, but there is
(26:34):
a path forward. And if somebody can learn from my
mistakes and the things that I have done, then you know,
I'll be blessed the truly. If I can help one
person feel empowered, one person find a way through, one
person be encouraged to change their current situation into something
more positive, then it's all the pain, all the time,
(26:55):
all the effort is totally worth it for me.
Speaker 2 (27:00):
And just of course recommend reading the book getting that
information in there. I tell folks, every resource that you
can get your hands on that's going to make you
better read it. Even if it's not your situation. There
might be a piece of information in there for someone
(27:20):
that you know. And I have gathered so much information
along the way from these great interviews like I'm doing
with you now, and many times it is not for
me personally, but I share it with a client. I
share it with someone when I'm networking. Hey, you know,
I interviewed this person and they have this book and
maybe you should check it out, and that is the thing.
Speaker 3 (27:40):
That changes their lives. So if we can continue to start, I.
Speaker 4 (27:45):
Have a copy. And I did not write the book
to make money off of it. I wrote the book
really to share my story and influence I get help
other people, not influence, but help other people. And so
if anybody would like to have the book. I will
mail it out for free. I'm sure you'll have my
information connected to this podcast. All you have to do
(28:07):
is shoot me an email. So you saw when I
was talking to doctor Angela. Here's the name and address.
I will mail you a book. I will get it
out that same week. I promise it will be in
your hands within two weeks.
Speaker 3 (28:17):
I love it. I love it.
Speaker 2 (28:19):
I love that you are so caring, so kind, so
generous with your resource. So many people are starting to
kind of lose touch with that side because they're told
you can't be successful if you're kind, you know, and
I firmly disagree. There is still a piece of the
(28:40):
world that is in tune with their humanity. So I
love that you are doing that. Kanna, Thank you so
much for not only sharing your book, but your journey
and the all that you do with with my with
my viewers, with my listeners. Now someone wants to get
in contact with you, of course have it down in
(29:00):
the description for them, but if you would please, what
is the best way to stay.
Speaker 3 (29:05):
In contact with you? Yeah?
Speaker 4 (29:07):
So I have a website. It's just karinakeys dot com
and it has all of the links to my social media.
There it has a form that you can directly reach
out to me right there on that form. Also, you
know LinkedIn, You're going to find me on Facebook. It's
not hard to find me on Facebook, LinkedIn, Instagram, all
those those fun places. I will say I don't have
(29:28):
a TikTok account, but pretty much everywhere else I'm pretty
accessible and available and would love to continue a conversation.
Speaker 3 (29:37):
I love it. I love it.
Speaker 2 (29:38):
Thank you again for being a guest on Passion, your magazine,
The podcast
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
Are You A Charlotte?
In 1997, actress Kristin Davis’ life was forever changed when she took on the role of Charlotte York in Sex and the City. As we watched Carrie, Samantha, Miranda and Charlotte navigate relationships in NYC, the show helped push once unacceptable conversation topics out of the shadows and altered the narrative around women and sex. We all saw ourselves in them as they searched for fulfillment in life, sex and friendships. Now, Kristin Davis wants to connect with you, the fans, and share untold stories and all the behind the scenes. Together, with Kristin and special guests, what will begin with Sex and the City will evolve into talks about themes that are still so relevant today. "Are you a Charlotte?" is much more than just rewatching this beloved show, it brings the past and the present together as we talk with heart, humor and of course some optimism.