Executives, are you still not active on social media? Marketers, are you frustrated that your C-Suite isn’t helping support the brand on social? Then this episode is for you.

In this episode, we speak with Brandon Lee, the Founder & CEO of Yip Yip, Inc., and FunnelAmplified. He’s a serial business builder who specializes in creating companies that help businesses increase revenues through personalized communication systems.  Brandon developed and continues to use a framework called Liked; Trusted & Remembered to help companies and professional service providers grow their business by starting new relationships and nurturing existing relationships.

Brandon shares his experience and insights with us to talk about how and why C-level executives should be embracing social media.

Connect with Brandon online:



FunnelAmplified or Yip Yip.

Download FunnelAmplified’s eBook – Your Sales Team is Starving 

Alanna Jackson: Welcome to the B2B Mix Show with Alanna and Stacy. In each episode we'll bring you ideas that you can implement in your sales and marketing strategy. We'll share what we know along with advice rom industry experts who will join us on the show. Are you ready to mix it up? Let's get started.

Stacy Jackson: Hey everybody. This is Stacy Jackson.

Alanna Jackson: And I'm Alanna Jackson. We are the co-founders of Jackson Marketing. And in case you still haven't heard, we are also sisters. Stacy what are we going to be talking about today?

Stacy Jackson: Today we're talking about an oldie but a goodie, social media is the c-suite and why executives need to be using it. And believe it or not, and I know you'll believe it, there are still some executives that are just resisting getting on social media for some reason. What do you think Alanna?

Alanna Jackson: Yeah. I think that there's actually probably more than we realize that probably are not leveraging social for their company as an executive. And I get it. It can be time-consuming. There's all different kinds of things that you got to think through. You're busy as an executive and I know for us being agency owners, we're busy. And I'll be honest, sometimes I just don't want to do social because I'm doing it for clients a lot during the day and I'm, "Ugh." I don't want to do my own social sometimes.

Stacy Jackson: I'm going to be real honest. Let me tell you a secret. Sometimes I don't do mine.

Alanna Jackson: So it's good to know Stacy that I'm not alone because you're also now doing it either sometimes. So it's just one of those things that it's easy to let kind of slide by the wayside and I hope everyone else in your company does it but it's so critical for those at the top to be doing social as the leaders of the company. What do you think?

Stacy Jackson: I agree. And just because you might let it slip sometime like I do or you do, that doesn't mean that you've totally bombed. It's just setting a schedule and being consistent. That doesn't mean you have to do it every day. But just get out there and do it. And I think today's guest can give you some tips that will really help you get your social game in order if you're an executive. Alanna, why don't you introduce our guest.

Alanna Jackson: Brandon Lee is the founder and CEO of Yip Yip Inc. and FunnelAmplified. He's a serial business builder who specializes in creating companies that help businesses increase revenues through personalized communication systems. He developed and continues to use a framework called liked, trusted and remembered, to help businesses and professional service providers grow their business by starting new relationships and nurturing existing relationships.
Prior to founding Yip Yip and FunnelAmplified, Brandon created and sold three other companies. He is also a speaker on leadership, entrepreneurship and discovering personal mission and passion. He is the author of 99 Powerful Questions for Business Owners and Leaders and co-founded 99 Powerful Questions Publishing, which is a company that helps business leaders build their personal brands and grow their business revenues with book marketing systems.
He currently serves on the advisory board for the Kravis Leadership Institute and serves on the board with several non-profits. Not only is he a stay busy with work but he also has his wife and five children at home that also help to keep him busy. Brandon, welcome to the B2B Mix Show.

Brandon Lee: Hey Alanna. Thanks so much. I appreciate you having me.

Stacy Jackson: Thanks for joining us Brandon. Before we jump into our conversation about social media in the C-Suite, would you like to tell us a little bit more about Yip Yip and FunnelAmplified?

Brandon Lee: Oh sure. Thank you. I appreciate that. I've spent my 20 plus year career helping distributed sales teams with personal communications. And so how that has looked over the years is marketing and legal. They want to control the brand. They want to control messaging. Some of those are in compliance based industries where they really have to be very aware and careful of what their team members are communicating. So over the years, I've done it in print and now we do it in digital, but what FunnelAmplified and Yip Yip do is it allows a single person, a marketing, a sales support person to create social and content messagings that are approved by the business and then through our system it gets amplified through all the individuals.
What that looks like is their team members will get a notification on their mobile app. With a simple tap of the screen, they can repurpose that content into their personal social media accounts like LinkedIn, Twitter, Facebook, Instagram and several others. So it's really just designed to help them take that lead funnel, take all that brand messaging and amplify it out through personal relationships, personal social media accounts with the tap of a button.

Alanna Jackson: And it's a really cool tool. So if you have a chance you should go check it out. It's funnelamplified.com which we'll also include all that in the show notes.
So based on what you're doing with FunnelAmplified, you know a little bit about social so that's why we have you one the show. We're going to talk about some social. But not just social but social, but social for executives. So one of the things that we've noticed is that not a lot of executives have really jumped on the social bandwagon. They haven't just jumped in and covered in, "Oh yeah, social is amazing." And it could be for a number of reasons. Maybe they don't have enough time because they're executives. They're busy. Or maybe they think it's a waste of time because it just seems like a lot of work for maybe in their minds they don't see what value it could bring.
So for those that are avoiding that incorporating social into their daily lives as an executive, what would you say to them? What kind of benefits are they missing out on?

Brandon Lee: Yeah. Thank you. I mean we honestly I think, especially with your two backgrounds, we could probably talk about this all day long and I'll try to be concise but I think a couple of things for me. One is over the years in sales, in c-suites, in executive leadership teams, we've talked about the known, liked, and trusted phenomenon. It's not so much what you know, it's who you know and in a internet 2.0 or maybe you want to call it a 3.0 is really what I've been referring to it as in the social world. It's not even who you know, but it's who knows you.
And social is such an easy way to amplify that presence, amplify your messages, amplify your brand and so that known, liked and trusted as we moved into internet 3.0 I started using the term, liked, trusted, and remembered, because the remember part is so critical now. With so much social, with so much digital messaging, with so many emails, and people really kind of living staring at their screens, it's so important to be remembered.

Alanna Jackson: Mm-hmm (affirmative). And that's one of the huge benefits that they get out of it is that when they're kind of expanding their social network because people are coming to them, people are recommending them and getting to know them through that and they're looking like a thought leader. But also it's just creating that top of mind that you're remembered. "Oh, wait. What company was it that did this? Oh that was Brandon Lee. I need to go check him out again." So I think that that's a huge thing to have as a benefit is that you're top of mind and you're remembered. Are there any other benefits that they need to think about?

Brandon Lee: I think that's such a huge one. I mean I think being able to kind of if you look at it as a top of funnel activity, it's moving your visitors, your readers, your content consumers onto pages that are important to you. So social, especially amplified through your team, it drives a lot of traffic to your website or webpages that you want. And with retargeting being such a key part of companies lead nurturing, lead generation, and really conversion strategies, the more visitors you get you your content pages, the more people you have in your retargeting campaigns.
So one of the things you said that really stuck with me is you were talking about why c-suite people have not adopted it. They don't think it's valuable. One of the key things with social is consistency. Social media, content marketing isn't like a coupon. All right? You don't send it out there and a bunch of people grab it, they redeem it, and they go get their $3 off a pizza. It's relationship building and that doesn't happen overnight. So I think a lot of executives or c-suites, I hear a lot and you guys probably have heard this too. They go, "Oh, I tried it. It didn't work."

Alanna Jackson: Right. "I tried it for a week and it didn't work."

Brandon Lee: Exactly. Exactly. And I'm, "Well, you know what? Think about networking events or conferences you've gone to, or training conferences you've gone to. Do you go once and expect to fill your pipeline for the rest of your life?" Absolutely not. It's about consistency. So you used the term top of mind. I like using that term in the liked, trusted, and remembered model because the type of content you produce helps you be likable. The type of content you produce helps you be trusted and the consistency of the content helps you be remembered.
And if you're doing the content correctly you remembered for the right things and being remembered is beneficial for future business, referrals, when you're known for something and they have you stuck in their brain because they see you in the newsfeed all the time. And they're at lunch, they're at a event and somebody goes, "Oh, we need a solution for X, Y, Z." It's very humanly natural for them to go, "Oh, you should check out..." and fill in the name of somebody because they are top of mind.

Alanna Jackson: Right.

Stacy Jackson: I think leadership teams that are visible on social media too help the recruiting department attract the right talent because people naturally want to be in a company that's led by a strong likable leader and that can definitely help attract the right like minded talent to your company. I think that's another good benefit.

Alanna Jackson: Mm-hmm (affirmative).

Brandon Lee: Yeah. Absolutely. I think social content is a great way to message your culture in a industry now where Glassdoor and a lot of the power has shifted. Buyers have more power. Employees, or future, or potential employees have more power when they're checking out companies. They can go online and find current employees. They can find things on Glassdoor and other platforms to learn, "Hey, what is this company really like? Because the person who interviewed me said some really great things and they do this and that, and they treat their employees well. But is it true?"

Stacy Jackson: Right. Yeah.

Brandon Lee: So when you have that consistent social presence for the brand, especially for your c-suite and your executives, it really helps create a company culture and it creates an image of the company into the greater industry.

Stacy Jackson: Yeah. Definitely.

Alanna Jackson: Hey folks. Let's take a break to hear about today's sponsor.
And we are back.

Stacy Jackson: So when it comes to where c-suite level professionals spend their time online obviously LinkedIn is very important for B2B but what about other platforms like Twitter, Facebook, Instagram? How do you advise c-level individuals when it comes to prioritizing where they need to spend their time and on what social media platforms?

Brandon Lee: Yeah. Thanks Stacy. Sorry to interrupt.

Stacy Jackson: Oh no problem.

Brandon Lee: Well I really look at two things and I think they're equally important. Number one is where is your audience? What platforms are they on? Where are they going? And the second one is which platforms do you like? Because if you don't like using certain platforms, you're just not going to be consistent. And I get beat up by some people and I get applauded by others when I say this, but I don't love Twitter. There's nothing wrong with it, it's just not a fit for me. So I use LinkedIn and Facebook and I do a lot of business through Facebook because just like in a real life event, if I go to a networking event, I don't talk all about business. If I did, nobody would want to listen to me.
But so much of developing friendships with people, developing relationships with people, is personal. So I do use Facebook. I talk about my family, I talk about things that we're doing, I'm very careful, I'm not political on Facebook and things like that. But I am actually authentic though. I'll talk about my faith. I'll talk about my struggles as an entrepreneur. I think it's just valuable to be where your audience is and then use the platforms that you like to use.
I love LinkedIn for meeting new people and developing those relationships but I also love Facebook for taking my professional relationships into a more personal level.

Alanna Jackson: Mm-hmm (affirmative). You make a good point. While you do need to be aware who your audience is, but you also need to be on those platforms that you enjoy because if you don't enjoy them, then you're not going to use them probably. And that's key to knowing which platforms will work best for you as well as which ones are there where your audience is. I think those are some big things to remember.
And you use Facebook in a way that you're combining kind of your professional, spiritual, and personal on Facebook and I think that that's really works well with people that want to incorporate all those into one.

Brandon Lee: Yeah, and some inaudible don't and that's okay. Some people want to keep business business. I just think that as internet 3.0 is getting older and older, it's so hard to keep your business and personal life separate anyway. crosstalk you embrace it and you allow that to be part of who you are. You let that be part of your internet presence so that people know who you are.
I mean I've found customers because I'm a big English Premier League Soccer fan and I've engaged with people online, built relationships, and the next thing you know, I'm getting a referral or I'm having a conversation with somebody that went from, "Your team sucks." "No your team sucks." to, "inaudible your solution." and, "Oh, I got a friend who's a good fit for you. You should go talk to them."
So I think I relate social media a lot to you mentioned in my bio there that we have five kids. And I spend a lot of time on the sidelines of kids games. And you just never know who you're standing next to. And we talk about, "It's not what you know, but who you know." So when you're in those places and you start having conversations, number one, if all you do is talk about business, I walk up to parents on the sidelines and go, "Hey, my name is Brandon. I own a company named FunnelAmplified. Dah, dah, dah, dah, dah." They're going to inaudible walk away and go...

Alanna Jackson: "That's great. I'm leaving."

Stacy Jackson: Right.

Brandon Lee: But if you go build relationships and you talk to people about things that are important to them, that's where you really develop relationships and if we keep going back to, "Business is about being liked, trusted, and remembered." Or call it the known, liked, and trusted. I'm okay with that. They kind of mean the same. But it's all about personal relationships. And social media is just a great and easy place to do that. And here's the thing. You can control it.
I hear a lot of people go, "Well I don't want anyone to see what I do on Facebook." It's, "Look, if you're ashamed of some things that you do in your life and you don't want your business relationships to know it, then you need to take care of that because those things will come out." I mean we live in an internet era. It will come out. But you can control things with settings. If someone tags you on Facebook, you can review it before it goes into the public news feeds. You can do things like that to try and protect yourself to things you don't want out there. But bottom line, we're all known. Own it.

Alanna Jackson: Yeah. Yeah.

Stacy Jackson: Yeah.

Alanna Jackson: If you're online, you're everywhere pretty much.

Stacy Jackson: I think privacy pretty much doesn't exist anymore.

Alanna Jackson: Yeah.

Stacy Jackson: To a big degree anyway.

Brandon Lee: Yeah. Well and then I think with a lot of traditional businesses, their c-suite, their executive teams tend to be in that 45 year old plus range. I know that's inaudible generality. But in a traditional business that tends to be the case. And we grew up in an era where privacy was a big deal. I mean, how many people out there actually put their name on a do not mail list and do not call list and we had voice machines. We'd go, "Oh another telemarketer." And inaudible. But the reality is, I mean, if I want somebody to be able to connect with me online and I put my email, my phone number and stuff like that, it's going to be everywhere.

Alanna Jackson: Mm-hmm (affirmative).

Stacy Jackson: Yeah.

Alanna Jackson: Yeah. So once they find out what channels that they kind of want to focus on and be visible on, what should the c-suite level professional be doing on social? I mean it's going to be different from what an entry level person does or from what a sales person does. So what should they be doing on social to have them stand out?

Brandon Lee: Yeah, that's a great question. And again, I think there's a couple of answers here. Number one I like to say is, "Use the medium that gives you the most energy." And what I mean by that is if you don't like to write, don't be a blogger. If you don't like to be on video, don't have a YouTube channel. Whatever it is that gives you the most energy.
We were talking earlier about podcasts before we started recording and I love doing my podcast. But I found that I got a lot more energy out of video and I would go live, and I would be much more authentic, I would allow myself to be more spontaneous, I'd have guests where we would feed off of each other, and I just found that that was a better medium for me and so I started moving everything to video. Recording on Zoom, going live, things like that.
So number one is find the medium that works for you. And if you are in an executive or you're more entry level, obviously you got to work with your company to make sure that you're doing things that are approved and acceptable. But number one is the medium. Use the one that's best for you. It's the most energy gaining.
I talk a lot in my business, especially in marketing for individuals. It's, "What are the energy draining activities in your life and what are the energy gaining activities in your life?" And when any of us have more energy gaining activities we work better. We work with more passion. And so that energy level for you is really, really important.
Then the second thing I would go to is the type of content. Number one, number one, number one, we got to get out of thinking that this is a sales medium. This is a relationship building medium. So the content you share, and there's nothing wrong with sharing brand content. But if all you do is share brand content and sales pitches and all of that, nobody is going to listen to you. I go back to that being on the sidelines and introduce myself to parents I don't know and go, "Hey, I'm Brandon. And I own a company named FunnelAmplified. inaudible" The next game when I show up, they're going to walk to the other side of the field.

Alanna Jackson: Yeah. And try and hide their face. "Don't look at me. Don't make eye contact."

Brandon Lee: Exactly. Exactly. So it's the same thing online. I mean we got to remember that there's real human beings on the other side of the screen. And the way you would want to show up to them in real life is the same way that you should show up in social.
So we have a couple of rules that we use and every industry is a little bit different, but I like to say that 70% of what you create should be about answering your customers' questions, answering questions or prospective customers, things like that. And then 10% of it can be more about a direct sales call, call to action, and then the other 20% should be more human. And I think I say that as a standard and I always put this asterisk because honestly part of that 70, 20, 10 is because if you tell a lot of businesses that not every post should be about their company, they look at you like they have three eyeballs.

Alanna Jackson: Right.

Brandon Lee: I would really like to see those numbers go a lot lower. Build relationships. Be human. But the answering your customers' questions is really the best way to be liked, to be trusted, and be remembered. crosstalk

Alanna Jackson: And I think you made a good point that choosing the right medium too is key. Because everybody is, "You got to do video. You got to do video." But not everyone does well on video because they're not comfortable. And so then the energy isn't there like you were saying. And while I do think it's important for companies to have a face to the name because that does really help to have someone that they recognize, and they feel more like a person to person as opposed to a person to brand. But not everyone at the company has to be on video. The executives don't have to be the ones that are kind of acting as the face necessarily on video and stuff like that.
But it's key, like you were saying, to choose that medium that works best for you because otherwise, it's not going to work and it's going to not come across as engaging I think. It's kind of-

Stacy Jackson: Or authentic.

Alanna Jackson: Yeah. So I think that's a good point to make.

Brandon Lee: Yeah. And I think we're moving into the world of a chief evangelist. More and more companies will have that CEO that's a chief evangelist officer. crosstalk name, they bring that energy. And the companies that have that, they do exceptionally well. I mean we can check off Gary Vaynerchuk with VaynerMedia, you got Richard Branson with his Virgin brands. We have Elon Musk with Tesla. Those are CEOs that have taken on the evangelist role. Now the vast majority of us are not Elon Musk or Richard Branson. We could strive and dream but we just aren't.
But I think that in more of an SMB world, if you guys are familiar with Terminus?

Alanna Jackson: Mm-hmm (affirmative).

Stacy Jackson: Mm-hmm (affirmative).

Brandon Lee: One of their co-founders Sangram Vajre, he does a phenomenal job of being the chief evangelist. He goes live, he talks with customers, he talks about his personal leadership, he talks about his own struggles, he brings on customers and interviews them, he has owned his airwaves and Terminus as a company has benefited dramatically because of his willingness to put himself out there, to be online, and to be a face of the business, to be a voice of the business.
So I try to emulate after him with our business. He created the community of flip the funnel. For those who don't know, Terminus is an account based marketing software. And as an ADM, the whole model is around, "Don't have you're single corporate funnel, but flip the funnel and have funnels that are specific for different verticals or very specific customers that you're targeting." So he created this community and started talking about the value of it, and got over 100,000 people that were following him and it was all about education. It was all about learning together. And then there was the, "Oh, by the way, if you buy into this strategy, we have a company over here that can sell you a software." Brilliant.

Stacy Jackson: Everything you've mentioned so far, it kind of goes along with a question I was thinking about and I thought about the exact names you said, Richard Branson, Gary Vaynerchuk, and how if you're a c-suite person who's been reluctant to get into social media because you've looked at these people who just do it so well, how do you break through that, "Ugh. I'm not Gary Vaynerchuk, or I'm no Richard Branson." kind of mentality to move forward? I mean it's finding where you're comfortable but maybe you need another push.

Brandon Lee: Yeah. You know what? I think again I go back to where do you find your energy from? So I would say if you take somebody like Scott Brinker from HubSpot, you all know HubSpot right?

Stacy Jackson: Mm-hmm (affirmative).

Alanna Jackson: Mm-hmm (affirmative).

Brandon Lee: Scott Brinker, And I don't remember his exact title with HubSpot right now, but he is a brilliant thinker and her has a brand that he's created called the chief marketing technologist. He created the marcom I think at the time was 150. And he talked about these 150 marketing communication technologies and that was 10, 12 years ago. I can't remember the exact dates, but that's grown to become the marcom 5000. And he's become a voice in the marketing communication technology space and what he mostly does is write. He loves to write. I don't see Scott. I mean I do see him on stage. I see him on video every now and then, but mostly what I see of him is written.
So you can still create a presence without being a Gary Vaynerchuk. You can do that through your wisdom, through your thinking, through sharing, building your database, being on social, sharing it, sharing it, sharing it. I do think there is a little bit of a benefit to being in sound or video, so podcast or YouTube, or video or Zooms or things like that. inaudible but if you're in a space, your network is CIOs of fortune 500 companies, that personality tends to be more introverted and they'll like to read and maybe not watch video.

Alanna Jackson: Mm-hmm (affirmative).

Brandon Lee: What do you think of that?

Alanna Jackson: I think that's a good point because you can still be that influencer if you're putting out the content in the way that is best for you. Like you were saying, he's writing and he's doing all these things and he's still being an influencer. But I think also like you said, maybe if you can take some of that content and make audio or something to that effect, I think that will make it go even further.

Brandon Lee: Right.

Stacy Jackson: And I think-

Brandon Lee: You know what it is-

Stacy Jackson: I'm sorry. Go ahead.

Brandon Lee: No, no. Go ahead.

Stacy Jackson: Oh. I was going to say that I think if a person who hasn't been on social yet really thinks of it more of, "What is my expertise that I can help people with and use that in a way that I'm most comfortable sharing it?" is really the way they should approach their social media.

Alanna Jackson: Mm-hmm (affirmative).

Brandon Lee: Yeah Stacy. That's such a great point because what I hear a lot and I'd love to hear what you guys hear is I'll hear people say, "Oh. Use social media? My kids do that." Or crosstalk "Social media? I'm not going to post pictures of what I'm eating." It's, "Well duh. Neither am I." Well occasionally I do if a really, really good taco just needs to be posted on Facebook.

Alanna Jackson: Yeah.

Stacy Jackson: Right.

Brandon Lee: But it's, "Yeah, no kidding." But again, you got to get out of the me monster. If you're looking at this being, "Me, me, me, me, me." Number one, it's not going to work. Don't waste your time. And number two, you're just looking at the whole concept to social media wrong. This is about giving. It's about providing value. I don't understand. I get really frustrated with this, but I don't understand how very solid business people that know how to add value in offline can't not translate that into an online world.

Stacy Jackson: Yes.

Brandon Lee: So-

Stacy Jackson: And you see it every day in your LinkedIn in mail.

Brandon Lee: I think I'm going to start posting on LinkedIn every day. "Okay. Tally up. How many connection requests did you get today that was immediately followed with a hey thanks for connecting. I have a dah, dah, dah, dah, dah. You got 15 minutes?" It's "Ugh."

Alanna Jackson: Yeah. The ones that really get under my skin are the ones where it's, "Hey I think it would be great for us to just take 15 minutes to see how we can help each other." It's, crosstalk you want you sell me something. You're trying to make it sound like you're wanting to help each other, but I know. I know what's going on here.

Brandon Lee: Absolutely. And the other one that bothers me is when they send a message, you ignore it because, "Oh, I'm being sold." And they're trying to be, "Hey, let's see if we can share networks." And exactly like you inaudible and we don't respond because I don't have time for that. And there's the second one and then they'll send a third one that says, "Hey I don't really mean to waste your time." And but yet-

Stacy Jackson: But you are.

Alanna Jackson: You're doing it.

Brandon Lee: Yeah. You are forcing me to go into LinkedIn and delete your messages because you thought being the connection, that I wanted to waste my time with you. I want to hear inaudible

Alanna Jackson: So along these lines, how does the CEO or other executives with their participating in social, how does that kind of affect the rest of the company and other people in the company? Does that set the stage for how social should be done in the company and what is expected? How does it change?

Brandon Lee: That is a really great question. I mean I think that number one, a c-suite or an executive that is actively using social as a strategy, it influences the culture. It's like anything else that we do. What the top does their actions really influences the culture. We've heard it said, "Nobody cares about your words. They're going to watch your actions." So if somebody at the c-suite level is embracing social and content, it will filter down to all levels of the organization. That's number one.
Then number two, I think if that's the case, and we have a customer of ours that is in the wealth advisor space. They now have about 200 or so of their wealth advisors using our social amplification system. And it was adopted so quickly because the CEO of this business experienced the value of social first hand through having somebody create social for him and post it and teaching and all of a sudden, it's his inbox was getting full of people going, "Hey, great stuff. And people were responding to posts and thanking him and all that." So he experienced it first hand and then he championed inside the business going, "Everybody needs to be experiencing this."
So I think it definitely influences the culture and then at that point if the culture is really embracing social and content, then the organization needs to make sure that they do have some rules of what people are doing and are not doing at least under the name of the brand. I know a few people that they work in a well known publicly traded company, and then they have kind of their own side little online expert influencer channel and they just work with their company. That's building their personal brand, but it's obviously going to affect what they do within their business as well.

Stacy Jackson: So Brandon, do you have any other tips or best practices that executives should adhere to to help improve their personal social media presence?

Brandon Lee: Excuse me. I think it's don't put pressure on yourself to do everything. Make it easy for you. Every piece that you post does not have to be unique content that you've created. I think where we met was through up content. A partner of ours with content curation. And you know what? I use up content every day because it helps me find articles that I love to read and then I turn around and then I turn around and I share them on my content hub and in my own social channels, and then I share it with our team. And it takes me 10 minutes in the morning, 15 if it's a longer article that I'm reading. And the value there is I don't have to write the article, but if I read it and I say something, my opinion, try to say something intelligent, ask a question to the community about what they think, and just be kind of a conversation starter, it adds value to me because people see me as an influencer or see me as an expert in the space.
So for c-level people, get help. You have a marketing team. As a CEO you don't go out anD create every brochure that your company ever prints and shares. Why do you have to create everything that goes into your social?
Now, the one of the big questions we hear a lot is, "Well if it's social, it has to be totally authentic. inaudible" Well that's fine but it doesn't mean you have to do all the work yourself. It's your brochure represents your company and it's not voiced as, "I as a CEO wrote this brochure." It's voiced from the company. And that's okay too if you're sharing things. Take posts that your company is sharing on your company page and re-share them, but just say something about it. "Hey. Our company posted this today and I think this is important because of X, Y, Z." That's it. You think that way anyway. Just convert it into a post.
And I think having a schedule. For me I do a lot of my content curation, my content reading and then my social sharing in the morning with a cup of coffee. And it doesn't mean I always post it in the morning. Sometimes I will schedule it for later in the day, or the next day if I... In the morning I see and I go, "Oh wow. I got two or three pieces I want to share. I can schedule it for today, tomorrow, and the next day." So I think it's finding that right rhythm for them atha makes sense and getting a schedule and having a team of people to help them.

Alanna Jackson: Yeah. I think that's important not to overwhelm yourself because you don't have to overwhelm yourself with it and just take it small chunks at a time, find your rhythm like you were saying.

Brandon Lee: Yeah.

Alanna Jackson: So we have a fun question for you to wrap it all up.

Brandon Lee: Can I say one more thing real quick before you do that?

Alanna Jackson: Yeah. Absolutely.

Brandon Lee: Another thing I've talked to c-suite about is book marketing was very popular and it still is. And a lot of CEOs would write a book in order to help grow the brand and go on a speaking tour and get invited to be on stage as a keynote. The book did that. But most CEOs didn't actually write their book. It came in their brain but they hired a ghost writer to actually write the book. It's somebody that would interview them and then write it and go, "Is this right?" I think that the c-suite should that same model into content and social. You don't have to do it but it can come from your brain and be authentic.

Alanna Jackson: Yeah. Yeah. You can give some bullet points to someone and someone can write up something for you. Yeah.

Brandon Lee: inaudible graphics and do all that fun stuff that they may not want to do.

Alanna Jackson: Exactly.

Brandon Lee: crosstalk out there.

Alanna Jackson: Yeah. So the fun question. So if you weren't CEO of FunnelAmplified and Yip Yip, and you could do anything that you wanted to do, what would your dream job be?

Brandon Lee: Gosh. This is so juvenile and childish but it is totally honest. I would love to be a PR director or a marketing director honestly of Manchester United Soccer. English Premier.

Stacy Jackson: Oh.

Alanna Jackson: Mm-hmm (affirmative).

Brandon Lee: Yep.

Alanna Jackson: Cool.

Brandon Lee: Just inaudible to the point. Yep. I...

Alanna Jackson: Well it's something that you like obviously because you talked about soccer earlier.

Brandon Lee: Yeah. Yeah. I turn 50 in a few weeks. And I have been following Manchester United since I was 13 years old and I've been playing soccer since I was five. I'm the weird American kid that actually played soccer back in the 70s. But, yeah. You know what? If I could be part of a big professional club and be part of a stadium and the players or whatever, but just hat environment. Atlanta United here, maybe someday I could go volunteer there and they would hire me to do some stuff for them but the environment and the stadium and the fans and all of that stuff, it's very energy giving to me.

Alanna Jackson: Yeah. That would be fun. That would be cool.

Brandon Lee: I'm so glad the last podcast I was a guest on, their fun question was, "Of your five kids who's your favorite?"

Alanna Jackson: No pressure.

Stacy Jackson: I love them all equally. Alanna and I being sisters, we've heard that one before.

Alanna Jackson: We know who the favorite is.

Brandon Lee: My answer was, "No." I'm going to get in trouble.

Stacy Jackson: Well Brandon, thank you so much for joining us and talking about the way the c-suite should be leveraging social. If our audience wants to get in touch with you online or follow you, what's the best way for them to do that?

Brandon Lee: Oh well, hey, LinkedIn as long as you don't send me a sales pitch. So LinkedIn, it's Brandon Lee, I don't remember right off my LinkedIn profile. But it's also funnelamplified.com or we also have goyipyip.com. We have a YouTube channel and all that. Hey search us. That's what Googles are for.

Stacy Jackson: And we'll include it in the show notes too.

Brandon Lee: Thank you. Thank you so much. And personally on my leadership and other stuff, it's brandonlee.me. That's my personal website if anybody cares to be there.

Alanna Jackson: Okay. Like Stacy said, we'll include all of that in the show notes so that people can easily find you and connect with you. And that is it for today folks. So make sure you go follow and connect with Brandon. And if you want to get in touch with me or Stacy, you can visit us on social. You can find us on Twitter @Stacy_Jax. That's S-T-A-C-Y_J-A-X. And you can find me @Alanna_Jax. That's A-L-A-N-N-A_J-A-X. If you don't like Twitter, like Brandon, look us up on LinkedIn. You can find us at Stacy Jackson and Alanna Jackson. And finally don't forget, you can leave us a voicemail message on the Anchor mobile app or on our Anchor.fm show page. See you next week.
The B2B Mix Show is hosted by Stacy Jackson and Alanna Jackson of you guessed it, Jackson Marketing. If you need help with your B2B in bound marketing efforts, visit us at jacksonmarketingservices.com Yay.

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