The FeedCast
The Relay Network
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A monthly podcast created by Relay Network that features cross-industry experts sharing their approach to driving meaningful and powerful customer engagement. Gain usable insights and strategies in under 30 minutes!
Available episodes
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Sep 6, 2023
PERSONALIZATION & CUSTOMIZATION: FEED TECHNOLOGY OFFERS THE PERFECT BLEND
Show Notes
Welcome to another insightful episode of "The Feedcast," a Relay Network Podcast. In this
episode, we are thrilled to have Wook Chung, the Chief Product Officer at Farrow Bank, as our
distinguished guest. With an impressive career spanning organizations like Facebook, Twitter,
SoFi, Samsung, Google, Microsoft, and more, Wook brings a wealth of experience and
knowledge to the table.
Wook Chung's expertise lies in harnessing the power of feeds, those ubiquitous streams of
content that shape our online experiences. According to him, feeds serve as a perfect lens to
simplify and enhance the user journey, utilizing virtual real estate to its fullest potential. Whether
it's Facebook connecting you with friends and family or TikTok entertaining you with short
videos, feeds can cater to a wide range of objectives.
Crucially, feeds must navigate the delicate balance of time and human attention, making them a
vital tool for achieving a platform's purpose and goals. Wook delves into how platforms like
TikTok and Instagram optimize content to meet specific user needs, from entertainment to
information sharing. He emphasizes that the holy grail of user experience is ease of use, where
feeds play a pivotal role. Not only do they suggest content aligned with a user's needs, but they
also introduce users to content they might enjoy outside their usual preferences. The challenge
lies in finding the right balance, as altering the order of content can influence user engagement.
Furthermore, Wook suggests that the financial industry could benefit from adopting feed
technology to help individuals manage their finances effectively. Just as feeds prioritize
information for users, a similar approach could assist people in tracking their financial health
and making informed decisions for the future. Join us for a deep dive into the world of feeds and
discover how they shape our online experiences and hold the potential to revolutionize
industries beyond social media. Wook Chung's insights are sure to leave you with a fresh
perspective on the role of feeds in our digital lives. Don't miss this captivating episode of "The
Feedcast."
Key Points
[01:38] What is it about feed technology that gets Wook excited?
[02:49] Ways to measure the value of each function
[08:26] How do marketers or content creators facilitate engagement?
[14:33] How have Wook’s experiences have taught him
[22:57] Banks learning from Big Tech
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Jul 12, 2023
Moments That Matter: Customer Engagement and Health & Wellness Marketing With guest Caine Fair, Group Strategy Director, Engagements Health & Wellness at Grey Group
Welcome to The Feedcast! In this episode, we are joined by Caine Fair, an expert on omnichannel marketing with a focus on customer engagement. Caine is the group strategy director of Engagements- Health & Wellness Grey Group, one of the top global marketing organizations.
Caine’s Background
Caine's extensive experience in the field began when he delved into the world of social media during his early career, working on a pioneering pharmaceutical product marketing campaign. Despite challenges with regulatory compliance, Caine recognized the potential of social media as a powerful avenue for reaching individuals affected by specific disease states. Leveraging the platform, he utilized impactful testimonials and engaging content to connect with the target audience.
In the health and wellness space, providing individuals going through challenging times with meaningful moments is both a challenge and an opportunity. Often, individuals face overwhelming situations where they seek clarity and turn to social media or search engines for answers. Caine's team crafts omnichannel plans that educate, connect, and drive decision-making through the power of storytelling.
Navigating the regulated healthcare industry while trying to appeal to consumers in layman’s terms can be tricky. Drawing inspiration from consumer marketing brands, Caine's team gains a creative edge and aims to activate leaders outside the pharmaceutical field.
They conduct extensive research to understand how consumers seek information and adjust marketing strategies accordingly. Staying ahead of consumer trends and using platforms like TikTok allows them to reach doctors and patients effectively. However, marketing in the health and wellness field requires compliance and careful communication. Social media's interactive nature provides a unique opportunity for back-and-forth communication with patients, fostering success and accessibility to necessary resources.
Join us on this episode as we delve into the world of omnichannel marketing and customer engagement with Caine Fair. Discover how his team navigates the regulated healthcare industry, drives inspiration, and creates meaningful connections with consumers. Don't miss this insightful discussion on adapting marketing strategies to meet the ever-changing needs of the health and wellness field.
Key Points
[01:34] Caine’s background from the early social media to now
[09:17] How can the same frictionless experience be transferred to healthcare providers?
[13:40] Borrowed tactics to help combat regulations
[17:35] How do you better educate on the brand side, and also on the provider side?
[27:56] The Super Bowl Example and the importance of omnichannel
[32:33] Balance between Boomers and Gen Z
[35:00] Shifting behavior in doctors and patients gathering information
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Jun 7, 2023
The Power of the Scroll: The Emergence of B2C Feed Technology
In this episode of The Feedcast, Steve explains the impact of feed technology on customer engagement and the potential of AI for the future.
Steve Gillin is the founder of Relay Network, a leader in feed technology for business to consumer communications. Relay Network is connected to 85 million consumers across three verticals: financial services, healthcare, and home services. It allows businesses to communicate with consumers in a one-to-one feed. Prior to Relay Network, businesses were using technologies designed for consumer-to-consumer communication for business-to-consumer. Relay’s scrolling feed technology provides a simple and easy way for businesses to engage with customers.
Takeaways:
1) Relay is a scroll feed technology that is an effortless communication channel for businesses to their consumers
2) They invest heavily in their design and certification to ensure the most compliant and secure connections.
3) Businesses can significantly expand their digital footprint upon implementing Relay’s feed technology
4) Relay’s feed technology gets attention and drives that attention resulting in double digit growth across all size companies in various industries
5) Through format, content, and orchestration, the power of the scroll provides for an elevated and secure 1:1 communication experience for consumers
Steve explains how Relay was created to reduce friction in business-to-consumer communication. The approach taken is unique, as it sets up a feed for each customer. It then sends a text to the customer to claim the feed. This allows for the content in the feed to be personalized based on the individual user's journey with the customer. As a result, it delivers a unique experience down to the individual, based on the business's goal for the interaction.
Steve and Tricia discuss how Relay has focused on the most important aspects to consumers: money, health, home, and family. Relay works with companies large and small, highly regulated industries, such as financial services and healthcare, and invests heavily in the design and certification of the tool to keep both companies and the consumer secure.
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May 3, 2023
HEALTHCARE ENGAGEMENT: DRIVING COMPASSION THROUGH DIGITAL CHANNELS
HEALTHCARE ENGAGEMENT: DRIVING COMPASSION THROUGH DIGITAL CHANNELS
This episode of The Feedcast features Eric Steinberger, Chief Marketing Officer of Atlantic Health Systems. A veteran marketer with experience spanning technology, financial services, and retail, Eric walks us through his foray into healthcare marketing and how important the patient experience is in driving brand and engagement. Eric finishes up with his thoughts on AI and what our futures may look like with healthcare potentially taking the form of avatars.
Key Takeaways in this episode include:
· Technology in the form of the electronic medical record is table stakes in building patient comfort and trust
· Compassion can be communicated through digital engagement, it starts with the brand experience
· Compliance can be fun! It all comes down to safety first
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Apr 5, 2023
Getting Inside the Mind of Your Customer: An Agency Approach to Customer Engagement
While we aren’t talking about mind control, Episode 3 of The Feedcast has host, Tricia
Gabberty, speaking with Jason Kahner, Global Chief Client Officer for Gray, on how agencies
‘get into the mind’ of the consumer to better position their clients’ brand as the customer’s
purchase of choice.
Their conversation begins with Jason explaining, from both an agency and brand point of view,
the importance of research and understanding the complexities that make people tick. Jason
explains that understanding the underlying behaviors and desires of each person, as well as
their barriers, is essential in order to create a consumer journey. This rational and methodical
process helps to influence consumers when making a purchasing decision.
Jason emphasizes the importance of an emotional connection when it comes to marketing and
the importance of making a good first impression, quickly, while building a continuum to extend
that good impression through the lifetime of the brand/customer relationship.
Download and listen as Tricia and Jason talk about push and pull marketing, and which
approach is most successful in getting customers to go beyond one transaction.
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Mar 1, 2023
How's Your Customer Health? A Deeper Look at a Telling Metric for Loyalty and Retention
In this episode, Tricia Gabberty interviews Rachel McBrearty, Chief Customer Officer at Evisort, about her career in customer engagement. Rachael explains the importance of customer engagement, how customer health is a metric not to be missed, and how businesses should have an intentional onboarding experience based on data and analytics. She stresses the importance of getting the basics right, creating an emotional connection, and delivering consistent value.
Through customer feedback, companies can assess customer health with their own five top metrics. This will help monitor their customer engagement levels. By getting to know their customers through ongoing data analysis over a period of 12 to 18 months, they can continually tweak and reassess their engagement and re-engagement efforts.
Rachel concludes the interview by emphasizing the importance of customer engagement and distilling a successful approach in three points:
1. Having an emotional connection from the very beginning of the onboarding experience and purchase is the foundation of the customer/brand relationship;
2. Making sure the transaction is as friction-less as possible is table stakes and what the customer will remember and why they will return; its table stakes;
3. Take the time to study and know your customer base to grow it. By delivering value to your customers, they will provide revenue to you.
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Jan 23, 2023
Empathy is the New Strategy for Forward-Thinking Companies
In this episode, Gautham Pallapa, PhD, award-winning author of Leading with Empathy: Understanding the Needs of Today’s Workforce joins host Tricia Gabberty to discuss empathy and its importance in driving positive relationships with your customers. Dr. Pallapa shares the various types of empathy and its place in advancing brands in the minds of consumers.
This podcast explains that there are actually three different types of empathy: cognitive, emotional, and compassionate:
· Cognitive empathy is the ability to understand what the other person is going or feeling without any emotional connection
· Emotional empathy is the ability to share feelings and have a deeper understanding with people
· Compassionate empathy is the ability to not only have emotional empathy, but to take practical actions to do something to help that other person.
The reason why organizations exist is to reduce some form of pain or to provide a convenience or service. An organization's ability to reduce pain for their customers (external) and employees (internal) is directly related to their success. By focusing on empathy throughout the value chain, organizations can create trust and respect needed for that success.
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