The Pillars of Media and Influence with Yahoo and Superconnector Studios

In this episode on Visionaries, Tressie Lieberman, CMO at Yahoo, and Jae Goodman, Founder of Superconnector Studios, and Board Chair of Effie,  joined to share how they think about the worlds of media and influence. While Tressie and Jae work from different industry seats, they share a passion for attracting consumers and driving brand and business results through ingenious strategies that work. In their conversation, they touch on eight different pillars that have led to their success:

1. Reach the unreachable consumer 
2. Ignite the community 
3. Work with trusted partners to create entertainment-based content 
4. Go slow to go fast 
5. Brand over time, sales over night 
6. Look for bespoke KPIs to prove entertainment works 
7. Show the value of marketing to stakeholders 
8. Engage and convert consumers

Read the article recap here: https://www.marketersthatmatter.com/the-8-pillars-of-media-and-influence-with-yahoo-and-superconnector-studios/

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Transcript

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Nadine Dietz: Hello! Hello! Welcome to visionaries. Happy, happy Tuesday. I hope everybody's having a fantastic week already.

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Nadine Dietz: We have a great episode today. Really excited to dig in. We're gonna cover the pillars of media and influence with 2 Jedi's in the space and I just I'm so excited. Have them both on. But before I invite them to join me here, I just have a couple of notes for you. First of all,

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Nadine Dietz: As for those of you who have joined the visionaries before, you know that we love questions. So if you have any questions along the way, please feel free to put them in the chat window, or there is a Q&A feature at the bottom of your screen, and we'll try to fit as many in as we can. So don't be shy if you've got a question about the pillars of media and influence, or requesting for trustee or jay. Just pop them in, and we'll try to to get to as many as we can.

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Nadine Dietz: Speaking of questions, we have a couple for you at the end of this zoom call. So when you close out, if you wouldn't mind taking 2 s to answer 3 very short questions on what you thought about today's episode. We would really appreciate your feedback.

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Nadine Dietz: And then, last, and certainly not least, a huge shout out to our partner, the Wall Street Journal, for all of their support along the way. We are delighted to have 2 incredible more visionaries here today to continue this series that they are partnering with us on. So we thank them for their continued efforts.

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Nadine Dietz: And we thank you for joining us today.

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Nadine Dietz: So with that I would like to invite Tracy Lieberman, who's the Cmo. Of Yahoo and Jay Goodman, who is the founder of Super Connector Studios, also the board chair of Effy to join me here.

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Tressie Lieberman : Hello, Tracy! Amy Dean!

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Nadine Dietz: Hi! Hi! Jay!

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Jae Goodman: Hello!

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Nadine Dietz: Hi! Welcome, both of you. Thank you so much for joining me.

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Tressie Lieberman : Thank you. Excited to be here. Hey, Jay?

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Nadine Dietz: Excellent! Well, you 2 know each other, which is great. And this topic came about because I've had separate conversations with both of you about this topic, and you both have very different perspectives, but a really nice middle ground, which I think will lead to some good good formulas for people that are tuning in today. Because media look, actually, J, you said it best. Media and influence go hand in hand. It is your marketing strategy.

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Nadine Dietz: But how do you actually think about that? It's it's harder than it seems. So we're going to dive into that. But before we do, I'd love to hear a little bit about you. So, Tracy, tell us a little bit about what you're up to today, and something that you do that's fun outside of work.

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Tressie Lieberman : Alright, hey, everybody. I have been in the tech side of restaurant space for most of my career, have focused on driving digital transformation, thinking about where the customers going and helping brands get there early, whether it was thinking about digital platforms or new social channels, the future of areas like Web 3. So very much wanting to get ahead of where the customer is going. And now I have the privilege of being in the tech space working at Yahoo, which is

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Tressie Lieberman : honestly the most fun. I'm only 2 months in, so I will not be talking today about all the cool things that we've done yet definitely in foundation laying mode, but really excited to be here and personally my son. Very into sports, and that has got me into sports. Last few years we've become big warriors fans.

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Tressie Lieberman : So that's my new hobby. I know a lot about the warriors more than I thought I ever would I answer a lot of Mba trivia, and actually just went to a game this weekend, the first preseason game. So that's how committed I am. But it's actually been fun to learn something new and enjoying that.

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Nadine Dietz: I love it. How fun is that? Okay, Jay, how about you

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Jae Goodman: lifelong Laker fans? So we'll have to talk, Tracy. I think we're gonna talk journey in a moment, so I'll I'll keep it relatively short on the founder and CEO of super connector studios, spent

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Jae Goodman: the last solid 2 decades hanging out at the nexus of advertising and entertainment and super connector studios is the latest iteration of that, as you mentioned, also the board chair of Fe world wide, pretty, obsessed, with attribution and measurement in particular, given what I do for a living so those 2 things go hand in hand. As for fun it's

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also business, although there's lots of family related fun. I'm weeks away from launching a run that I've been working on for the better portion of 10 years, but 2 years in earnest. It's called Son Lisa, which means smile. It's super premium, Puerto Rican rum, and you'll be seeing it in a bar or retailer near you soon.

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Tressie Lieberman : You are already on the vip list, as as are you, Nadine, so like getting free bottles.

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Nadine Dietz: Excellent! I love it. I love it. Well, I guess there's nobody better to really drive the media behind that than you do you pay yourself when you do that? I'm just well. Let's talk a little bit more, Jay, about your background, because it is I mean there

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Nadine Dietz: your reputation precedes you. The the things that you've accomplished for this industry are are pretty remarkable. You want to talk a little bit about your background, and then why you went ahead and launched Super Connector studios.

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Jae Goodman: Sure, I'll try to keep the journey relatively short. I'm not good at that, though. So like send me the signal but the short version is, I grew up at Widen and Kennedy. When television ads really mattered, you could count on them being seen like a lot of us who spent kind of the nineties at Widen I found myself in a very big advertising job shortly thereafter multi-billion dollar agency. How Ryanie

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Jae Goodman: Sprint, along with a billion dollar domestic advertiser, largest buyer of primetime television. I mentioned that because I was at home in my very nice house in Marin County and fast forward at one of my own commercials.

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Jae Goodman: and had a professional existential crisis where? And I faced the fact that the things that I made. I wasn't even watching. How could I ask a consumer to do the same so I ran to Hollywood. I was lucky enough to have been represented by Caa and made them a pitch, and they cut me off halfway. They were already there. The idea that brands could actually create content and experiences that attract and engage in audience

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Jae Goodman: as entertainment does rather than interrupt as advertising does. I spend a dozen years at Caa running a group called Ca marketing there as a chief creative officer and Co. Head and then spun that out to become observatory simply because Ca have really grown. And it was starting to feel like. Maybe Ca was selling a little bit more than it was representing the brands that we had. So it was independence sold that a few years ago

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Jae Goodman: and super connector studios to actually answer your question is built not to compete with the entertainment ecosystem, or compete with the advertising ecosystem, as I found myself doing in the past, but actually help all aspects of the entertainment ecosystem and the advertising ecosystem create innovative and effective and mutually beneficial ways of interacting with each other, ultimately to attract consumers and to drive brand and business results.

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So we're here to facilitate everybody's work together in a moment where consumers. Entertainment and advertising are more disconnected than ever, which is where Super Connector comes from.

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Nadine Dietz: amazing. And we're gonna come back and talk more about how we define the world of media and influence. And I wanna hear more about your your board share role at efe because you talked about measurement, which is, gonna be key in this conversation. But Tracy, is, you know, I've known you for a long time, and most of it when you were at Chipotle like crushing it and trying all kinds of new things. How different though, must be from Yahoo! But tell us about that journey, and why you decided to take on the Yahoo role.

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Tressie Lieberman : Yeah, jipole is a ton of fun, and I know you had Chris on last week. I mean, my whole career has been focused on, not talking at people, but engaging in a conversation with people, and just creating more conversation right coming through the lens of everything being share worthy. And Yahoo is a dream job when it comes to that. Because we have high awareness. Right? I mean, we still have hundreds of millions of people using Yahoo every day they wake up to their phone to check email, to search for things, to look for news, finance

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Tressie Lieberman : sports information. And and you know, fantasy football, too, even though I'm losing the last 2 games. But it's a lot of, you know value that we provide. We're helping people achieve their goals. But the brand has awesome relevance. And I think

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Tressie Lieberman : people aren't, you know, waking up already thinking about Yahoo? They're using our platforms. But how do we get them to create that tighter connection and then bring along the next generation, which is something I've been passionate about throughout my career. Whether it was engaging millennials, the new ways of Taco Bell, or really tapping into Gen. Zipole. I have a lot of fun and respect for new generations, and they really drive culture. And I'm excited to introduce Yahoo to Janae and Genzi.

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Tressie Lieberman : Amazing cool some folks from the audience are. Say they are still rocking their yahoo emails proudly. So awesome. Awesome. Well, hey?

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Nadine Dietz: let's go further, trustee into this, because, you know, it is amazing what you were able to achieve at Chipotle, and not to keep referencing in your prior role because you're in a new one. But you're still only 2 months into this one. But like who in their right mind would have thought of a colab with elf beauty to create a

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Nadine Dietz: palette of eye color that looks like a burrito I mean, and it was. And it was viral. I'm tick sock. It was smashed all records. But you know that was perfect moment. But it was well planned. You guys really spent some time thinking about that partnership, and you you were able to think of like, how do we drop it in the right way at the right time to have the most impact

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Nadine Dietz: combination media influence, everything that you've learned, like, what are some of the things that you think about when you, when you think about the world of media and influence.

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Tressie Lieberman : Well, first, it all starts with the strategy, and it should pull. It was really clear that the strategy was to supercharge super fans. People love the brand. They're really excited about it. And we just kept giving them new reasons to share that passion and connection. So you know, doing something like taking your ingredient line and turning it into an eye shadow palette. That's going to be a part of pop culture. It's going to have things take off in a huge way from an earned media standpoint. So really, just starting with that strategy. But doing things are unexpected.

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Tressie Lieberman : you know, if if you can put another logo on it.

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Tressie Lieberman : we didn't want to do it. And that's something that's really important to me. Still, today, when looking at the work.

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Tressie Lieberman : The other thing is, I asked the same question over and over again for anybody I see some people on here that I work with. Why would I care? Why would I share? It's something I heard back when I was at Pizza Hut and Facebook was new, and our rep was like, Okay, why would you care about this? Why would you share? If you can get people to hit the share button or the like button, then

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Tressie Lieberman : the media is going to work really hard for you. And that question still remains today. Because if you can

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Tressie Lieberman : ignite the community to talk about something to and to make it happen instead of you telling people that it's cool, you're gonna make it happen. You're going to win every time. So go to the strategy and create things that people want to share is just the constant view that I have against the work.

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Nadine Dietz: And and, Jay, you actually touched on this already about. you know, wanting to really enjoy the work that you produce. What makes that work different? Like what? What makes it stand out like? What are the characteristics?

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Jae Goodman: I'll answer that in a second. But I wanna react to what? What Tracy said. Because, hearing you say that Tracy first of all, Tracey and I have known each other a long time, and II was a huge fan of Tracy's work when she was competitor at Taco Bell, and we were working on chipotle when they created the fourth meal. Whole New day part live moss. They were interacting with with popular culture.

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Jae Goodman: And even though we have very different brand propositions. Ultimately, you're probably not. You're gonna choose one or the other in any given night. And I found Tre. I both admired Bessie's work and found it deeply frustrating because they're always doing something super innovative and super relevant and touching culture in a way that frankly that Brand never had before. And then we got really lucky, and that I got lucky, I guess, because we got to collapse

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Jae Goodman: collaborate on chipotle. And while we were working on content, that takes a very long time to put together. Is very much mission and and vision based.

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Jae Goodman: Tresty was doing exactly what she just described, and making sure that you know, in the case of something we worked on recently, it was a follow up to a piece of content we'd created a decade earlier, and the way you bring that to market and create energy around it. Last year was very different than the way it was 10 years ago, and a lot of marketers and trecy, I would have been the one doing the talking and saying.

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Jae Goodman: Here's the way of that. I think it should connect, and you have to bring our Cmo clients along the ride to modern communication and sitting across the table from Tracy, I felt like I had to keep up.

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Jae Goodman: And so I just I love it when you talk about why you do what you do and how you do it. And I'm so glad that you're doing it publicly. Now, giving a little bit of that away because a lot of marketers are looking back and using the same playbook. And they're not innovating. They're simply making incremental changes and hoping for innovation and hoping for evolution. And Tracy is someone who does quite the opposite. She's constantly pushing.

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Tressie Lieberman : So I'm I'm really excited to see what you do with Yahoo, which is a brand. I don't have a Yahoo email, but I've loved it for a long time. Okay, what was your question.

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Nadine Dietz: This is how it's good to go. Jay. Okay.

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Nadine Dietz: but I will. Actually, I do remember my question. But II will say one thing. I have a good friend, Charlie Cole. He is such a smart guy, and he used to say, I don't want incremental gains. I need to leapfrog incrementality, and I've never forgotten that. And that is definitely a mindset so pertaining to the question I asked you about earlier, Jay, which is

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Nadine Dietz: to leapfrog incrementality you had mentioned. You have to do things different.

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Nadine Dietz: and you have to be unique, and it has to be content. You really want to see, as a consumer it has to be entertainment based, not add interruptive base. Tell us a little bit more about that. And how do? What's that secret sauce like.

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Jae Goodman: sure. There, there are a lot of answers to that question, and II think I've spent, you know, almost 2 decades kind of coming up with those answers. But if I had to really bring it down to one, it's trusted partners.

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Jae Goodman: it's that, you know, using the same playbook or asking the same team to reinvent a playbook versus adding to that team with subject matter, experts with media type experts. So if you're a brand setting out to create a 3 min film that has a great piece of music to it, or a documentary film or a podcast

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Jae Goodman: a piece of content that a consumer would typically choose to interact with as entertainment asking your interruptive advertising agency to do that, or your media agency or your social agency to do that

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Jae Goodman: is a tall order, asking them to work alongside an academy award winning documentarian or a Podcaster who gets 10 million listings a week, or somebody who consumers have already chosen to listen to, to interact with and creating that new team environment. And then within there are 2 parts that not just expert partners. I chose the words Trusted partners for a reason

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Jae Goodman: really encourage a culture of trust internally, and among those partners the Academy award winning documentarian is not there to take work away from the agency and the agency isn't there to turn the documentary into an ad. But if you put them in the room early and often enough, work out the strategy together, the creative together, and then let the experts do what they're really good at.

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Jae Goodman: That's how you can then start to make those leap frog innovations. It's not by ditching the team for a new team. It's by adding subject matter experts to your overall trusted team. If I if I've learned anything, and there there are lots of lessons within it. But ultimately I think it

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Jae Goodman: starts with that

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Nadine Dietz: awesome thanks, Jay, and I think that that leads nicely to the next part of this, which is, if we think about you know how folks can set themselves up for success, you know. Let's talk about what the foundation for growth looks like. And then we're gonna talk about the dynamics that are important for success. And then ongoing evaluation like, how do we know if we're doing a good job, like, you know, at some point, someone's gonna have to ask for a measurement. So let's start with foundation for growth. So, Tracy, as

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Nadine Dietz: you drive the brand forward, and you think about your ecosystem for your foundation of growth. What does that look like?

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Tressie Lieberman : Yeah, I think you need to go slow to go fast. Right? So right now, I'm in the face of really focusing on strategy, envision, and being extremely thoughtful about the brand positioning it. I think about marketing like being a human right? It's like, what makes you special. What are your values? And how do you show up in the world, and you have to do that foundational work to be confident in the choices that you're going to make and feel really good about the choices that you're going to make.

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Tressie Lieberman : So for Yahoo. It's about going back to the basics of figuring out who we are, what we stand for. You know, we were pioneer of the Internet. So it's really exciting to look at our our heritage of being a brand that's almost 30 years old, which sounds young, but in tech can feel old right? So really digging into that legacy and heritage. And then

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Tressie Lieberman : once we figure that out, you've got to have the team and the structure to really move fast, right to be ready for your your Taylor swift moment where you're going to be in culture, leading culture being a part of the conversation. But you have to build that capability.

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Tressie Lieberman : And I think that's really what I'm focused on right now is

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Tressie Lieberman : brand positioning through to how are we going to bring it to life? In a unique way, the people are actually going to care about. And I think if we can do it with our community, with the people who really have champion Yahoo, the people who are proudly refing those Yahoo email addresses. That's how we win. You know other people saying that you're

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Tressie Lieberman : back is better than you saying we're back. obviously doing it in a more unconventional way. It's definitely gonna be a part of how we approach it.

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Nadine Dietz: I love that. And and, Jay, you already talked a lot about some of the foundational pillars for growth, and having the right partners trusted partners, you know, having that courage, that credibility to move into new spaces even when someone hasn't kind of been that all around team.

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Nadine Dietz: But as you're going through the process, you know. What are some of the dynamics that need to be in place to really get to that success point.

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Jae Goodman: Great question, you said foundation up. To put it another way, fundamentals are still there. So I think there's a feeling even as entertainment marketing has become a bigger part of the mix for both emerging brands and and long standing brands. I think there's a sense that brands are playing around in Hollywood or there's a sense that Hollywood's going to fleece you. Unfortunately, marketing history is littered with people one and done in in Hollywood.

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Jae Goodman: and so I guess. Let me jump to my piece of advice, would be asked for the case studies when you're working with somebody, go to somebody who's done it before. But but back to your question, the fundamentals matter, marketing fundamentals have not changed. The marketing funnel has not changed. Knowing who your brand is, knowing who it's for mission vision. You know. I know that Tracy can do this with Yahoo. I've seen her do it at Chipotle. Nike can absolutely do it. If your brand

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Jae Goodman: doesn't fit on one page. You have some serious work to do. You need to be able to answer the basic questions about what your brand is who it's for, what you make and why you make it, and then that gives you permission to try new things. And so I guess the answer to your foundation is just a another version of the word fundamentals. First

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and then when you step into a new environment, you're measuring it against the same exact questions you've measured. And this is a subjective measurement. You know every other aspect of your marketing. This.

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Jae Goodman: as for objective measurement, it's really hard at the upper funnel. It's always been really hard at the upper funnel television at its best, Ted, that you know. Sorry, Nielsen, about 50% attribution on a good day, and so if you kinda step in with that. But then, you know, really look for bespoke Kpis

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in the absence of standard measurement. There's a reason I became the board chair of Fa. I became obsessed with measurement. Because people would say, How can you prove that entertainment works and forget Barbie? I would say, look at transformers dead, you know. Don't forget Barbie Barbies just transformers a couple of generations later. But the results don't lie. Unfortunately, those results become available to you in the rear view mirror, and it requires some

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some serious patience. So one of the fundamentals go fast to go slow or go slow, to go faster, rather, as Jesse put it. But I think patience

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Jae Goodman: being a big part of measurement when you are trying to leapfrog when you are trying to do something innovative. You tend to be in a hurry, and our bosses with those are Cfos or Ceos, tend to be in a hurry to see demonstrable results and counseling patience is as fundamental as knowing who the brand is.

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Tressie Lieberman : Young brands alumni can say. We always use this model of brand over time and sales overnight, and I apply this to Yahoo and the traffic overnight. You know, whatever you're creating, it doesn't have to be a choice, I think so many times and say, Oh, it's a sales overnight initiative. And we're gonna come up with this bottom of the funnel direct response campaign, or it's a big brand initiative. And you're going to spend months and time perfecting this piece of beautiful brand work.

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Tressie Lieberman : But the reality is everything you put out should build a brand and hopefully drive that traffic to. And if you go through that lens of leaning into that deepening the connection with the brand.

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Tressie Lieberman : you can really do unexpected work. I mean to pull a one a can line earlier this year for an email campaign. And that was one of the things I was most excited about being there because we took an email something that's very transactional and built the brand into it. So I think you just keep going through that lens. And that's what

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Tressie Lieberman : you know creates the culture that people want to be a part of, because you want to be a part of results and being able to create that movement where you can feel it. And then you're gonna attract all the right talents, want to be a part of the work that you're doing, which is gonna level everything up.

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Nadine Dietz: That's great and actually trusty. I wanna go a little further into you know how to really drive that culture internally, but also with your key stakeholders.

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Nadine Dietz: jay, I wanna come back and talk about your absolute pyramid because you do have a model for measurement. And real quickly. We have 5 min left. So if anybody in the eyes has a question for these 2 ninjas, you know. Now's the time to drop it in the chat window or in the QA. And we'll try to get those in. But, trustee, tell us about stakeholders across the organization. How do you present the picture of marketing in a credible way.

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Tressie Lieberman : I mean, I think it's really simple. I'm all about relationships and

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Tressie Lieberman : just being transparent about what we're doing the problems we're trying to solve and the opportunities. So build the relationships with the team. You know whether it's internally with your agency partners. You know, with with everyone you're talking about. It's like, here's

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Tressie Lieberman : how we operate and you wanna work together. I want people to say we're we're marketing. We want them to have a seat at the table. So relationship first, for sure that to me is the most important. But then I'm also, you know, always thinking about being a salesperson, and I have to be the most passionate one in the room talking about the value that marketing can provide. And so I'm always sharing examples about. You know how the landscape is changing or interesting work that I'm seeing, and

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Tressie Lieberman : the respect for our audience and sharing tweets that we're seeing from the community. So it's a lot of honestly, it's what we do, right? It's just communication. So

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Nadine Dietz: awesome. Thank you. Okay, Jay, now's the time we're gonna unveil this pyramid to help everybody measure their success for the rest of time. It's not. It is about measurement, because there it's really important that you place measurement at each aspect of it. But for those who are not part of our prior conversation we're, of course, talking about the marketing funnel, and you know, we have super connector studios, primarily working brand entertainment and talent, accelerated consumer brands. But we get asked a lot to write premium content strategies

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Jae Goodman: that then have to live alongside an overall brand content strategy. So what we've created in order to do that is, alongside the marketing funnel. We place the programming pyramid. And at the top of the program programming period is premium content. That can be entertainment. That can be your Tvc, whatever it is. But that's something that you're probably spending a lot of money on and takes a long time, and that really maps the top of the funnel.

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Next to that is your periodic content. Again, it can be interruptive. It can be that which attracts and engages. But that, too, maps to kind of mid funnel, where we're looking at interest and starting to move people toward conversion. And then at the bottom of the funnel, where we're

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Jae Goodman: really need them to buy that as you're always on. That's where your your click is in your app. So you know that ecosystem. Now, whether it's the funnel or the programming pyramid can all exist entirely here on your phone, sometimes depending on who your brand is, or can exist in 50 different places in the world. If you're a Mega brand reaching people around the world. So really understanding how your programming pyramid matches to the marketing

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funnel is something that we spend a whole lot of time doing. If there's a second page after that brand on one page, asking those fundamental questions. The second page is great. So what does that look like on the funnel? What does that look like on the programming pyramid? How are we communicating the way modern consumers asked to be communicated with?

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Nadine Dietz: Thank you. That was super helpful. Hopefully, we'll get a visual for from you to include in the write up this excellent session that we had here today. Okay, we have 2 min left, and I can't let you go without

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Nadine Dietz: a piece of career advice that you've heard that you it's always stuck with you. So, trustee. What was your favorite career advice that you've ever heard, and why?

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Tressie Lieberman : It's the same advice I gave for marketing, I think, as a person. Figure out what your values are and what you stand for, and just be confident about that. Be yourself. Took me a long time to figure out how to really

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Tressie Lieberman : let my uniqueness through and be proud of that, and so just be yourself. It's simple

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Nadine Dietz: like that. Jane

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Jae Goodman: Dan Wyden. Fail harder.

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Jae Goodman: Say that long time widen, fail harder. and it, and it may also have come from David Kennedy. I'm not sure it's a beautiful piece of art in the widening Kennedy headquarters. But if you're afraid of failure. Please find another line of work.

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Jae Goodman: Our job is to push the envelope. Our job is to give people what they never expected, and the only way we're going to do that is, by taking calculated chances, learning from our failures, but absolutely not by fearing failure.

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Tressie Lieberman : Amen.

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Nadine Dietz: I was gonna say, mic, drop moment. Alright with that. It's a wrap, folks, hey? Thank you so much for joining us today on visionaries. I am super appreciative of all the incredible advice that you shared for those of you tuning in. Thank you for being here. You can catch the recap in about a week or so up on the Mtm. Website and jail track you down for that pyramid that we can include. So thank you both for being here. Thank you for those tuning in. And everybody. I wish you a wonderful rest of your week.

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Jae Goodman: Thank you. Bye.