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Episode · 1 year ago

The Power of Minorities in Marketing: An Interview with Troy Sandidge #BLM


2020 has been one of the most messed up years in America's history. #BLM has been revived and brought to life the problem we have in the USA. 

In this hour long interview I talk to Troy Standidge from about the power of minorities in Marketing. 

I ask you to listen to this in full and soak it up!

Welcome to the social media lab live podcast. I am Scott Ares, the content scientists of the social media lab, powered by a Goral Bols, where we bust the myths, the rumors and the stories of social media marketing with science. This is the podcast where we play the audio from my live show interviews on facebook and Youtube. You can see them and watch them in full if you go over to social media lab dot live. Today's episode is it's a different kind of episode then most of my interviews. Most of the time I'm interviewing people about tactics and techniques that they do in social media marketing. This one today was a little bit different. This one I interviewed my friend Troy sandage from fine troycom, talking all about the marketing power of minorities, and I have to admit this was a very emotional interview. For Myself, it is and admitting some things. As a forty five year old white male in Texas. I came to some realizations even in the middle of this interview and admitted a lot of things with troy, and Troy is great and we love him here to Gore Poles, and so I hope you enjoy this interview. I Gu said. I know it's a little bit different. I do think it's a powerful message at Troy has to say. I don't want everybody to hear it and remember. You can run over to social media lab dot lives see the utter other interviews that we've started to add on the social media lab blog. I sure would appreciate that. Thanks. He is he was an electrical engineer. I didn't know this is electrical engineer turn digital markers. His name is Troy sandage. He Creates Successful Social Media and digital marketing strategies for small businesses, helps to increase their brand awareness, raise engagement and it's just pretty freaking amazing. You can find you may where he became. He's fine, troy, everywhere on social media. So, Troy, thanks for thanks for hopping on this goofy show with me today. I'm ready for this journey. Thanks for having me. Yeah, I think I wishould have sent you a wig. I would. Yeah, we messed up like that would be a fun thing for me to figure out, like send all the guests a wig before we before we go alive, and they've got to put away him box it than they try to figure out. Yeah, like I had to spray a bunch of hair spray on this one this morning because it's been a little rough. This was traveled so much it's gotten squashed and rolled up and trolley was asking for the shows, like how many wigs you have, and I'm like one, two, three, four. I think I got four because in the back of my mind I envisioned there's like a batcave where you only go in and then you turn on a light there's nothing but different hairs. That's a great Bo Bo been different styles ever sook slightly different. Yeah, we're like kind of like the new spider man, you know cartoon that came out. You know how it's all the different suits. You are right. Yeah, that would be pretty cool little choice. Before we before we hop in, we kind of gave your quick little, you know, summary there. Tell us how did you get into two digital marketing and from an electrial engineer, and how did you become fine troy? How did that become a thing? Well, fine troy was a pure accident. Apparently at troy was taken first energy. I own but no one can spell my last name. Had people pronounced a wrong all the time. So I wanted something more simple, easy to do. Asked for it, just I'm not a therapist too much and just came across the fine and I stuck with it. For funny thing is for the first years I was going to change it and we just kind of kept the moving. But I digress. So me coming in want to be electical engineer. I had a lot of opportunities to lean into that career pretty heavily, with some top fortune funching brands along the way. But I also had a very good skill of doing videos. I was doing necess I was fourteen, adding producing filming. Now I wasn't the best, but at the time everyone wants to make a movie, trailer, everyone's to do all these crazy things. But I was fascinating with engineering, from the data, from the analytical, ironically, but just trial and error and try to make something work. And I love electrical engineering just I loved it. Mechanical, no Hay, but electrical was my thing. But I was very creative and I wanted to really lean in on the creative and so I made the switch. I made the pivot halfway through, got my degree in digital median communications with the electrical engineering as well, and ran with it, ironically, and up my first job out of college was working for a global contra manufacturers specialized in engineering, but yet I was coming as the marketer. So it was a catch twenty two, a full three hundred and sixty for me. But I think that foundation allowed me to have the date in the analytical skills but also combined with creative right. So I definitely know that I'm kind of a Unicorn. Having that left in right brain pretty good and pretty solid that I can leaning on data when I need to but also really push creati when I need to as well. Yeah, because typically you're one of...

...the other like like I am, not, even though I dressed like I'm not super creative or artistic or any of that sort of stuff. You know, I'm you know, I got to get other people do that, but I think that's kind of cool. You get that sort of brain that can do both. Yeah, very cool. Now you work now? Do you run an agency now of your own or you just do speaking? What's kind of your Gig, main Gig right now? I've been that person that's just been you know, I'm going to try it and I'll try it and it's kind of like you, but I'll do my experiment is of like, is it profitable or is it fun? It do I enjoy it? Doesn't lean into my bigger brand and so for me I create social universe with it myself. So I wouldn't say I'm an agency by definitely have a lot of clients out of organizations working with them, whether either full time capacities or in right short bursts Consonantam, just helping them grow. I mean, is there a particular niche you kind of stick to or no? I think that's what I love about me. I some people go really microw is more so what can I do? What can my value bring to you? So I don't really have a crazy megan niche. I've gone with notional brands. I work lesson bees as well, so I'm fluctuating all the time and I love that for sure. Yeah, I think it makes it. You know, you don't get a burned out fast if you've got this different one. I think if did some people who get stuck in one niche. The bad thing is is a cookie cutter if there every niche, every every client. When you're doing multiple you got to really think us o the box quite a bit. Right it's harder to get keeps your much working right right now. Let's pivot over into today's conversation. And you've kind of been a very loud but needed voice, I think, in social media and the last what two months? It's your seven, but I mean it's far. It seems like in the last few months like you've really just popped up and become a big voice and that there's there's a couple of things I want to talk about that there. For one, you've been like the running guests on Agora pose, which happen. Love y'All. I love y'all, marathon. If y'all been tired of seeing me, I think I'm the inside school get. I don't know, but it's been a ride. I've been enjoying it. Yeah, like you were on social pulset weekly Friday and you've been on the Jennifer's lunch and learn and you were on the big show she had with a bunch of guests. So, and that's really the first time I've ever seen you. To be honest, I think I seen you in passing, you know, a little bit here and there and passing, but never directly. Yeah, ever dirrectly, unfortunately. So it's kind of been neat to kind of see in hear your voice and I've been so impressed with with how you hold yourself and just the things you're able to talk about and switch that brain multiple times to talk about different subjects. And course, today subject your Troy K. I asked troy to kind of hey this get on the shows talk about data. We had a couple different ideas we tossed around and I think this idea of talking about the marketing power of minorities and some data related to that is going to be fun. But I mean, I'm asking you some I candid question here. Are Are you happy that you've kind of become the spokesperson, if you will, for people of Color in our social space, or what's you're feeling on that? I mean, I just be honest. If you don't want answer me, it seemed like I just wonder how that comes up because, yeah, I think for a guy like me, just being completely hon it, I hate going I could ask this guy, I want to ask this guy to talk about this, but he's probably sick of it by now, and so I'm what is where you add on that? What's your personal opinion right now? And so I'll say the first tense, that can just to really think a girl pose because honestly, for the first two months, you know, really this year I've been really quiet, actually scaled back. You never know, I'm really big on twitter, like I'm a mega, megapower twitter user. I've been scaling back and just needed time. I'm a market by trade, but I'm also African American, so there's a lot of, you know, emotional things going through, but a coral's is really giving me that voice in that opportunity to really elevate and then just to point and lean into that as a way to help other marketers and other businesses that have the right intentions. Maybe they'll have all the data points together to figure that out, but maybe if we can have someone who also represents the community and can maybe also understands our business and can articulate and find those little loopholes and connector dots to get work, maybe we can educate elevating that way, and I've been very thankful to the entire group posting for that. With that being said, I think, yeah, early on it was weird because in my field, I think we know there aren't a lot of people look like me now where I'm from, in this industry has been a pioneer. Since I got started, it's been a lot of hoots and I'm be honest, there's a lot of systematic things that I don't really talk about because it's just what I'm used to to elevate, to endure, to keep going. and that's not everybody, but the small little group that does does impact profitability, opportunities, speaking, whatever you want to tie into. But when I think about everyone's asked me now, all this is a lot of more publicity than I'm used to and this micro realm. You know, I'm a marketer, but now I'm also a black marketer. Right. So is it because I'm black plus a marketer, or because of the value in the articulation that I can do on the day of that whether regardless of I was black or not? But in this moment, in this time, I think it's imperative that more people who...

...can identify on this from the social justice, from systematic racism experience and just what feels like to do this and, in spite of that, still being overcome and educate and explain needs to raise their voice. And so I was talking with a dear colleague of mine and I said I don't know, I don't I don't want it's like kind of like a trophy where you get but you didn't really earn. I don't want to be just because of right now. We need to fill in slots and, you know, and in full promise. Oh girl, upause and anyone else I've been on have never done it in that way. I've connected to many of these individuals long before this is like taking shape to where this was just promise for that. The point I'm trying to make is at the time I didn't want to just feel like kind of the black token professional, like I'm going around saying a little spill. Is it connecting and making value right? I talked to a colleague I like, regardless of the why, if you have the opportunity to change people's lives, help businesses get to this period, not only from profitabilis they point, but from my social be on the right side of social justice and everything else, do it, HMM, and make it work that way. Yeah. So I'm here trying to talk to those data points, connect the dots and I think it's an interesting catch twenty two because from a marking perspective, you still have to run a business, but from a social, just and as a human perspective, we still want to be able to show empathy and connect. Yeah, yeah, I think that's important and I that's right. I thank you for answering that candidly. I didn't even ask Troy. I was that's told trio. That's not one of the questions on our list, but it's just on top of my mode on like I don't you know, I wonder as a white guy in his s in Texas. You know, how do I is it okay? Can I ask? And I want you to talk about that. I wanted you on the show anyway because I just started doing interviews and I changed the show like two months ago in the middle of all this, and so I'm like, okay, but now we're in the middle of this stay and what are we talk about? And so I'm pretty sure you answering that and I will say for me, and this is where I'm going to get a little candid myself for a second here. I mean I grew up, I've been in Texas my entire life and you know, middle of nowhere, Texas, a little small, little dot on the map that most people don't know, and I think that you mentioned. It kind of talking that the systematic, even they press them within the social media marketing space. There's just some things that happen and you go well, just the way it happened and that's that's B s. It shouldn't happen that way. But for me, I mean I'm a guy who, you know, never really felt like I was quote Unquote Racist, which is like the most whitest thing to say, I think, but I was allowing things to happen and not speaking up and not noticing it because of forty something years of being taught the wrong way, and I think a lot more people need to wake up to that. I can do some investigating, do some deep diving into what you are, you know, just being okay with and go no, that's not okay, you know. And like I told my kids the other day, I've got a fourteen year old, twelve year old and nine year old. I'm like, we were talking a little bit. We don't we don't watch the news with them or anything, because just too much in the news is so awful. But we got talking about some stuff, about George Floyd and some things. I wanted them kind of have a little of that conversation and I'm like, I hope when you are my age this conversation is gone and you don't have this conversation with your kids, because it's awkward as a parent to kind of go yeah, there's people who you know, who hate people just because of way they were born, and that's not okay. And so for me, you know, I feel like I oh, like I look back on my forty five years. You got, man, there's a lot of times I just said okay to that, or that's cool or thumbs up or whatever. I liked the post on. So social median, realize, man, I'm I'm a part of the problem and I don't want to be part of the problem anymore. And so hopefully were hopefully there's more people like me. I know rich brooks with agents to change. He's kind of been talking out. We've had a lot of conversations as well that we just kind of didn't we never spoke out against anything, but we never, I remember, said anything out loud about, you know, anything, but we kind of just allowed it when that's just life, that just a southerner, that's just southern pride. You know, that kind of thing. And now I think we're all way, at least for me, I'm waking up to it quite a bit. The going I's wrong and I need to go no, I need to not be friends with I told Troy before the show I unfriend about three hundred people recently because I'm like, I don't want that in my life, I don't want that in there, I don't support it, I don't you know, I can't take it anymore and I think more people need to do that sort of thing. So just get that off my chest a little bit. We'll call this like this is counseling hour with Nice. lookly. So, yeah, so I think. I think having hard conversation. Someone mentioned here in the in theclading the Commons had a card. Conversations are so good. I've had many of them with many longtime friends, steven easily as an old friend Gary, who was on the show. He was in the comments earlier. Will know. Stephen grew up with Stephen and we've had these, you know, rough conversations. Do unfortunately keep having to have these conversations every couple years and I'm for one. I told you the day I'm like, I don't want to have this conversation anymore. We shouldn't, you know, and hopefully we'll move passed it. So on a business front, we want to talk about, you know, what is the marketing power of minorities and and, because there is a lot of power in this.

And so Troy's looked at a couple different data points we're going to kind of talk through and the first one is you know, and I put well, we'll go to that one, for I clicked the wrong one. First is that. Okay, I got out of order. You saw everybody back in there. Was that Tuesday? I forget what Tuesday it was, and I got to say, and so you know, everybody the black out Tuesday. They post a black squares on instagram and facebook and I think businesses in general started to go, Oh, do I do this? Right, not do this? What did that help? Is there any data that supports it to help? What's your what's your thought on that whole thing? There, man, it's been a weird that was a weird day. As a marketer, people ask a tour should I do this? And as a marketer, taking my blackness aside for a minute, well, who's the demographic of your audience? Because if your audience is to be candid. You know in disagreement of that movement. There are other ways to maybe shows your support that doesn't impede on your business and Pete on those who work under you who are getting to check who's just trying to survive during covid nineteen. And that sounds like will. Sure. Why are you saying that? I'm looking at the bigger picture. Of Yes, if you can post a black square, it shouldn't mean that much, but it could turn your audience against you, depending on your audience demographic. On the flip side, black person here, wow, that is very powerful for you as an organization to be willing and open to take that stand, to just show a sense of solidarity and support. This is not right. We should be better than this as an as a country and as human beings, and I love that, but I'm looking at both sides. It's sad, but the very truth is that we would like to think, and we will probably talk to this later on another questions as well. We dive even more date on that. That most or who did it a black square did it out of empathy, did it out of the right reasons and they conveyed it with the right messaging and everything else to do. However, we also do know that a lot of that was done for a strategic me as well. Why? Troy? Well, the numbers always dictake that most people, especially millennials and engine z more than boomers right now, will choose not to work with the brand orble reganization or rep them whatsoever if they go against their own personal social values. Easy. So Hmm. And also it's also trending. You're getting lot more eyes on it. And let's say, for some lack of better judgment, that your audience itself didn't have a high pool of minority engagement or activity or followers. Or then you're buying pool right. Doing that hey signals, Hey, I support you, I want you to buy my products and service. Now that I'm not being shallow, but I'm just showing the marketing strategic side of that. Could be the reasoning behind I'm going to post that Black Square and I'm have a long pose and I'm going to tag now. I'm not defaming all the organizations. You did it for the right reasons. Who donated, who SUPP COORT? Not to fame that at all, but when we're looking at the data here, we cannot exclude that being a rationale decision. So me being both of these things and I'm judgling it. And for those who are asking me, I'm going to say, you know what, the good I was the bad right, I'm not going to measure heavily on the intent because, in the greater scheme of things, June teen this year was the most Google then has ever been in the entire existence of people recognizing when it was more people have been more transparent about these. Conversations have been more open out. It is a little warmer sometimes, and I don't mean with no disregardless respect, because I'm an open space for people who want to have had those conversations and to learn, but it is overwhelming that. It's like are you've been doings in her life? Yes, I been born, I basically been taught. This is how it goes. You'RE gonna have to enjoy this walls, no matter what, these actual weights, no matter what, and if you can keep going, you may be successful, but your successful have an astract on it. But that's what we had to deal with as professionals, and specifically marketing professionals who are actual African American as well. Yeah, I think that's I think you hit the nail on the head there. I think there's some who and it's one of other question we'll talk about later, but I think some posted it just to kind of safe face, if you will, and just to say, okay, hey boy, we are cool, we're woke. You know, we'll we'll be a part of the conversation. But I do think it the I like what you said there about the positive outways and negative of it. And and yeah, some people did it who probably maybe shouldn't have gotten a way. I was worried about a lot of people just flooding social with conversation and then the real stuff wasn't getting out there right and I think that was a big thing. So I do think there's some benefit from it and I like, you know, your idea of millennials especially. You know they're going to buy and I'm not. I'm a guy like if, you know, if they got good chicken wings, I'm eating there. I don't care what they support, you know what I mean? I I don't go look at People's political background. I just go there because they're close by. I live in a very small town, so whatever's local, you know, that's where I go. I don't really look how they vote and stuff. But I know the generation behind me and are to behind me now, because... know I'm old, you know they're they're you know they're they're thinking differently. They're looking at social media. They want to see how people are and I think that's that's super important, for it for brains that can and do have the ability to post those sort of things to post them. Hop over in the comments real quick to everybody saying the comments, because a lot coming through Lisa countor Williams, who is our product marketing manager. She's left the commext for you. Appreciate you, Lisa. At least I have a lot of great conversations about this sort of stuff. Christen sairs is such a wonderful conversation. They owe me. That's a hard conversation to Habitage, I think she was talking about when I was talking earlier. Sarah left a really long one. I don't think we can put it in there. Thanks, Sarah. Yeah, I appreciate you adding that one. That, atlisa. This a powerful conversation and they only got interesting one here's had two clients canceled their contracts and projects that week. Forgetting political. That's interesting. Wonder how that will they wanted to cancel because they got political or you didn't get politicals that would be interesting one of the camera and that's the choice you come in here are Natali's comment. Some generations will not purchase from you because of what you post about. So that's that's a definitely true. And now we the bad thing is on stuff like this there's not a lot of data for us to probably look at like you posted. I guess we could go back and look at it could be an interesting little test like go look at those brands who did post the blackout, Tusig, compair, their reach or there are their engage, we call it went high. It very high for sure. It was almost like imagine here on twitter, because we all know the shelf I and twitter is light between thirty, I guess, the fifteen minutes putting yeah, trining right, and you think of instagram and thinking of Facebook, people who posted the blast food. I know this is actually did his study and I looked at and talk to a lot of organization during when it happened. Pre imposed for sure, and the engagement just through the roof. It was almost like you just didn't want to if marketers you'll get this. Usually want to boost the vanity, to mention for the day. That maybe measure out to make your mouth look really good or a quarter a really good black out twosing. We were posting the squares, tagging and being their quotes of inspiration, things like that. Blew Up. People were just liking like crazy, comment like crazy. It blew up. Now I would hope that through all that, people went through and actually read what was being said, took a heart, had real conversations and just not Oh, I'm going to like every person of Poka, black Squirrek is. Maybe they're not all races, or maybe whatever that might be, with those kind of you know, those conversations. But it did elevate and bring a lot of people. What's a light and honestly, those who didn't and who thought no one will ever knows, because there's so much to my feet is so black, square eavy, no one's going to notice. And then they go to your profile and I can by square. I don't know that I would argue this person. I'm where that's an also an issue with that to you possible? Yeah, that's that's definitely definitely a tough one. So let's switch over to what was supposed to be our first one, I think, and I went backwards. I put him in there and now I guess I put him in a reverse order there. But we had a lot of people who, last what was it was June, I believe, June, July, boycott facebook ads especially and because of the way facebook is handled, different things. I mean, did did boycotting facebook that it actually impact facebook at all, or did it helped it hurt that? What's the thoughts and what's some data there that you might have found? And I was looking at New York Times about it, and the reality is it didn't. Now it didn't. Maybe slight the numbers for a few days, but you have to understand how I don't think we sometimes understand how many people are on facebook, including business page and everything it's like. I don't think we understand the vasses of facebook and how it has ingrained in US directly from a business, profitable personal whatever. This month, yes, a lot of people who chose to boycott. They did, but it was almost the reverse effect because they need their revenue from that and a lot of SMB's reckon eyes really quickly. I can't maintain this. I'd want to stand for. Some suggestics. Maybe I should not have proclaimed I'm going to do this boycott because I financially can't afford to maintain that as my choice of way to protest and I I gave I can take twenty seconds. They're just premise. A lot of brands are looking to try to support the black lives matter movement. I'm supporting people like me in the professional world, their audience, their boot their customers. Do what's in your means. Don't feel forced to commit to something that you financially can't. I, for the sake of black lives matter, would not want a good colleague and good business organization to lose people's paying jobs because they committed too great to that cause. That may sounds like a conflict, but it's not. Do what you can within what you mean and elevate others that maybe you can do more. You don't want to commit too much on the social moment, thinking if I do all this up front, that people are going to pay dividends and hire profit margins and that choice. That may happen, but in more cases than less you're not like...

...a nike or things like that, they probably won't. So I would just premise that if you're trying to do a workout, doing things again, do what make sense for you to commit to that and maybe sometimes you can do more without proclaiming everything on socially. They're just fruit for thought there. Yeah, I think that's Kay. Like you said, I think this was so good because sometimes, like everyone's to like, Hey, look at me, here's what I'm doing. Just go do it, just be a human and like you don't have to shout it. I hate when people this is like a personally, I'm taking a facebook break. Just still take your facebook break. We don't have to know. I mean that's that's kind of a sill more thing. And I posted a link to the other New York Times article there and I was listening to I think it was Social Media Examiners podcast with Jeff C and Grace Duffy, and I get that right. I hope I get that right. If I did, I apologize. But they were talking about the study, the you know, because facebook release their revenue for the last month and they they actually had about twelve percent increase in their revenue, even though a lot of these big massive brands were boycotting as. But what happened is those small businesses went hey, there's a lot more space for me, and so I can advertise a little bit there. So I don't I wonder if it didn't hurt facebook at all. I don't think we'll ever know. It doesn't look like all that in Luxe. And more activity too, if at the very least just more activity getting ad revenue from videos, because people are continuing more on facebook during that time too. Yeah, I mean so, yes, my big thought here is, I mean for a business, is it should they hop on a boycott train? IS THAT SMART? or I mean is it is? There's nothing's no data to support it. Sounds like right. Sure. So I'll be a little transparent. I had an organization I've been working with. They point blank asked me should we do this boycott, and whatever I had determined to say would go again. I'm glad if you didn't know. So that's there in the marketer. I know right, I know, I just a good team, you know, and and all sincerity, I was saying you should not, you should continue. I'd say, I'll give you this. If your audience is good, you'll know really quickly if they're seeing a lot of your ads or whatever. For you're trying to get them to buy or partake in and you're getting a heavy negative influx, then stop. But if you don't, you have to outweigh it. There's other ways to show your support. You can't, you can't go so far into try to peel people on the digital front and you don't have the financial back into its to do that. and that's perfectly okay. Yeah, and so they was kind of shocked because seemed like the natural response from me was like yeah, what God, yeah, but as a market again, that's where the conflict that a lot of professionals are dealing with, where, if we're in a profession, it's like, I don't know, I am trying to excuse me, balance both sides of the coin. And so they did it. No negative influx. They actually did get leads from it might have turned to something. It was perfect the fut and they shared all the ways to show their solidarity and support and moving Ford. So that was just one case. Obviously there's others. You maybe if they're a different brand, different instry or whatever. Oh my goodness, this is the wrong move. We're getting hit it. We're getting hit. It's really just yeah, the datacating tell you so much and it's also a human conviction thing to also the reason why I se continue on. I'm looking at all the employ the staff that they have. Hey, if we don't, we're going to lose money and we're already tight. And covid nineteen, if we keep this up, we sort our sell it there for a month, but that could have been someone's job in a month to yea. So it is a really weird catch. Twenty two. That's very true. If you're a top and I'm watching the show, we're talking with Troy sandage from fine troy about the marketing power of minorities and we've talked about two points. Here's the third one. We want to hop over to you kind of mention a little bit just sin is. You know the covid nineteen impact on black down businesses. You know, even after the George Floyd tragedy, what kind of influenced? Well, how has covid nineteen impacted black owned businesses? Again, it's been this kind of good, positive and you got this little gray area of like tokenism where it's like, okay, we got these businesses. Looking, I need a black specific business. I can't find one, or maybe they're not really that evolved yet because they just started out. But it's been a search, which is good. We, and I'm sure he is bills, business owners, of entrepreneurs. We want to be recognized, when to be seen. I want this publicity, I want people to buy my products, my services, whatever. But if it's a vast vine that I can't either maintain or be it's kind of in the gray air of intentions. I don't know if I want it or I don't know I can handle it. I don't know if I can maintain it. The the data point is that there's only about four percent of business owners are black, not four percent of the country, three hundred plus million folk, surest a lot, but that's only four percent. So I want to let you set that. Let that sink in now. During covid forty percent a specifically black businesses. So think of the four percent and the forty percent of the four percent had to shut down forever because... coded, and the numbers suggest that they may rise even more so if you're telling me that a half, potentially half of only four percent of business owners were also African Americans within this country could lose everything because of covid because lack of opportunities, because a lot of the things is it's it's like wow, now we've seen a surge of people trying to support and wants to buy into black business, and that's great. That's when what I'm also thinking about, is this just a trend? Black lives matter is not a trend for percentage of people who look like me and sound like me, profession or not, this is what we live with. This is not a trend. This is an actuality of facts. Or when the media stop plasting it, when a black squares fade up and you don't see no more your timeline at more, when you don't see maybe see me on guests talking about this theme of stuff, because it's kind of out of dated or out of trend now for it, it's still my reality and a lot of other people's realities every single day. Now time that back into the business they're still trying now. The emotional tone from that alone will cause many a businesses to shut down, just to just to give up. Or on COVID. They think of their family members, they support them, all these other variables and then add to that is really hard. So to wrap it up, are we seeing it in fucking people businesses? Yes. Does the day to suggest that this is going to be sustainable long term? No. So they're peeking up high, the numbers are good. Maybe there's so much that they can't maintain and then it dipts down again. And now what we do? We need longer term solutions and people supporting black business all year around, not just because of these moments. Yeah, I think that's I think the US to know on the heather there like it's it's the cool trendy thing and so let's go support, let's do this, but then anybody forgets about it later. It's like we move on. That's my prettiest problem. Like, and this was, you know, one of our next question we'll talk about is is if, you know, people hop on these trends and just go trend, the trend, the trend, the trend, and this is not a trend. This is not something that we just can you know, okay, well, s over, we don't have to talk about this anymore. You know, it's something that you know, like you said, you live with this your entire life and I think people forget about wheeople are putting money in the things we're throwing stuff at it, but is that sustainable? I was watching a I'm a documentary guy. My wife sometimes in nights like well, we watched another documentary, but I'll watch. I watched random netflix documentaries all time and I'm in the middle. I'm in the middle of one right now, a series that's the other business of drugs, which has been so interesting, and they were talking about the cannabis industry last night on the one I watched in California and only like one percent of all the cannabis business legal. Cannabis businesses in California are black owned and and that's doesn't match up with the rest of businesses are, you know, across the United States. And she was in it was just something just came up in the middle of that that show, like wow, I didn't would even thought about that. For one because the cannabis business, I don't know on that's not legalized in Texas. I don't do it either. Said everything about, you know, who owns what, but only one percent. That doesn't match up with society. Even if we're at a thirteen percent level of African Americans in the United States. Why is it only one percent? Because they make it really, really hard. You have to have half a million dollars cash in your bank just to open one of those businesses. And if you know, she was talking about how it's just there's just systemized, you know, suppression of black owned cannabis owners in California, and it was real, especially California. Don't think that. And I was like, Whoa, this is really intriguing. So I can it lines up exact correlation with that of just the system that exide of how many people are African American descent and prisons for what? Cannabis and weed, which is how legalized, and they were probably not even in the same ouns, but what the rules law whatever. Is Ironic now that for years that was the thing in prison, but now that it's legal who's the face of it? You know, right right there was there was actually are. They mentioned that on that they they talked about a family where a guy, he was a dealer of cannabis and he got, you know, arrested multiple times for it. is in prison for life for for selling cannabis, African American and he can't get out there. They're not letting him out whatsoever and he's he sold less in his time that he's sold, then most little stores that are legal sell in a year, and so it's like, dude, this doesn't make any sense. But again it's just that systemized suppression of just keeping people in and using its scary reality. It's not that, you know, we're on this show right now, here jumping around like well, what is going on? This is a deep for US marketers. Orange are like that, talking like Oh, let's go on the tips and tricks and Hacks, like I don't want to see this right. But unfortunately, whether you are me, identify with me, support me, or you have audience, customers, people followers who are like me, this is a reality trout that brands and organs. They just need to really take part and understand. Quite frankly, I think so to we can make it. That could be a name of a show, the oranges in new black or something. Always someone's already stole that and already still that all. But yeah, I think that's important to use. I'm watching o our coursing with the facebook watch sting head is really high for a...

...while. I think most of our spammers have have gone out of the other live shows. The spam now, but yeah, I just think it's an interesting conversation and one it is important, and that's why we're talking about here on the social media lab because, I mean, there is some daddy to back it. I've been posting the links that that you've been mentioning in and then then one of them that you you talked about as well, was talking about the increase in sales from market place, and that's the thing that, like Detroya said, like we're worried about what happens after this is kind of gotten past, we get to Christmas time, we get to I mean, we're going to continue to support it, or is it no longer trendy? And that's what I don't know how we figure that out. I mean, I don't know how businesses do that. Is it just, you know, being smarter about how we how we market? Is it creating different products, you know, like you said, use it, making sure those people who you know are going to be your ideal client, you know, are buying front you based on what you post and how you post. I don't know, but I do think they're something to be said there and kind of moving over to the next the next question just just correlates kind of just what I said, there is is how. How our businesses targeting minorities? And should we target minorities? And how does, how should that work for a brand? Let's say you know, you are, you know, a local clothing store and Orlando, Florida. What? How? How? How are? How are they targeting minorities and how should they target minorities? Well, it's definitely been very clear that imagery sells a lot. So you go in Chicago for a chance, right, and I'm just going to drop mcdowns for a second. So on one side of Chicago you see billboards specifically white or Caucasian looking families looking happy and macdown's whatever. You go to another side of Chicago, all black families, targeting things like that to drive the narrative that, hey, this isn't just for a white family. If you know, it can also be for a blafe from that, hey, you need affordable meal. Dollar mini's are getting good to do it now. The sad thing is that's the draw. But let's say you have a big restaurant who's very you know the was it either there's four or five dollar symbols in the how much they make cost and they're like a three and above right. They may never show an imagery of anyone who maybe look like me in any of their google my business images or their instagram because they're saying, statistically speaking, they probably can't afford this me or they're probably going to be an eye sowre to other customers, and those are coming to my business. All those are the very point they weren't on time today to talk about, but it's there. And that comes back to a strategic marketing of HMM, if it fits this and they'll buy, let's do it. If we don't think that they will, we won't even market to them. And not knowing that, hey, and I had to study I think I share this. African Americas right now. Currently, the buying power surpassed one trillion dollars since two thousand and sixteen and it's expected to reach one point five chilling by twenty one. That's going to the University of Georgia. So if you're telling me you'RE gonna pass on one point six trillion folk of dollars from a specific group because you think out of years of years of years of years of whatever your you know, data points are that they may not afford it, not wise. We're getting hey, guess what people like mean. And Way more people who are most success with me are pioneers trying to break those ceilings, which is really hard to do, to make more financial footing holes for other people to come up to buy more things, because we want to buy more luxurious things because we've always felt like we've been impressed from not able to obtain these things. So it's a psyche. So when you're looking at trying to talk to minorities, it's also the language. If you're talking, and I like a better word, a certain way in certain area and it doesn't connect to that area, you're probably not going to get it. And if you go and you post an instagram add and you got one hundred dollar symbols, you know, keep a one hundred for those who get that reference, you understand that's more approachable for people like me. Okay, speak my language. What do you want to talk about? What do you want to say? It's not saying that you're talking black or talking right. You're trying to talk and connect to them and knowing their culture, no, where they're coming from. Just how know we do with white and Latino X and LGBIC right, if you understand the culture within your community, you're going to be a super successful and super powerful organization. And I don't like the word targeting because it makes it seem a very negative connotation. We should almost change the how did business understand and cultivate those relationships with minorities and in doing so, that showcases in their marketing back in and then in a front in and the visuals in the copy and the way that they bring him in. Then not even that. Once I get you to click, what's the experience on the website or the landing page or the video or whatever? Does it still keep that ecosystem alive that fits me, that makes me want to buy or commit or say yes or call? Now that is what organization is really honestly, need to do. We almost need to get away from targeting, because the word targeting is very has a very negative connotation, seems very manipulated. HMM, if I put these copies together, that I'm want to get this influx in black people to buy this thing, because it's a an unfortunate, weird looking image that shouldn't even be shown whatever,...

...but we think it's going to result with black people. Right. I think that's true. I mean so I yet maybe targeting is Abad. What about me? For me, I'm taking like add targeting came rabb is. There a way and I don't even know. I don't. I'm turn thinking facebook ads, and so there's not a way to target based off of race, is there? I don't think I've ever seen they had in the past. They took it off, obviously for a lot of reasons. Also, fun fact, if you're in a politic or your housing or specific type of industries, they set in lock things up, so you can't. Now there's also if you don't have those restrictions, there's waste to still kind of time around that. So if I know that there are certain age group if they like certain things, so if we should just hit back on Netflix, right, everyone's talking about it, right, so thereby be an option on facebook ads. Let's just say it is that. HMM, this person why I'm trying to target likes MOE shit, right, okay, or maybe they like drake, okay, cool. There's are all subtle ways to kind of tie into the stigma of this is who I'm trying to target, and if I connect all these other dots, I can still do that. Yeah, I think that's what most people do, because I know what. I've been looking late my wife and I was kind of funny the day. I keep going, why am I getting targeted by these certain ads and there as I didn't want to see, and so facebook does allow you. I was on my phone one night and I looked. I started looking at how I'm getting targeted. If you made know this, you can go and look and see why an add targets you and it'll show it based on your your age or location, or then your interests. And then we look. We opened up our interests and I was like holy cow, like it was like facebook ad tag this with like seven hundred different interests and half of them like I'm not interested in kayaking. Why? But I must set at some point like the post about kayaking and it put me in there, or I like the page related to it, and so you can go and and change your targeting for one. That's just kind of one thing you want to make sure you promise. I know some common a citizen legal about racing. It is, but we're just trying to exonerate the fact that you can surmize by financial right and smise by pages they like. You can surmise by locations, all these different points, by its technically date, just data points of stigma activity. We can still kind of target a specific race just naturally by doing these things. And it's done time and time again to get people to Click on Instagram, on facebook, on Linkedin, on twitter, Youtube. It's there and it and I don't want to purpose saying it's a bad thing. Necessarily it's done in the right way for the right right you have to try to target. That's that's the thing behind, whether you're book or whatever. The people would target about ads will hey, they're talking to me. Yeah, because we're doing our job. We're trying to get a reaction, a result to happen. So retarget any over and over and on. FACEBOOK's not following you, we just putting clips on you to try to get that thing going. So it's a pros and cons because when it's at the narrative was different and it wasn't about minorities and we're targeting people who love a specific type of Brag, then it's all positive. Right, right, but then if it's like this, I'm feeling a little try. I don't know if I can keep watching it, though the views is going down, because this is getting deep. I want to but and that's it. That's also an issue. That's why we are conflicted as professionals. That I can talk making all day. But now you add a show of blackness to it or show minorities or Arche we carry or, let's next, or some of the very point that's really hits home and it shouldn't be like that, but it unfortunately it is. Yeah, so there's obviously ways I can. If I'm a marketer, I can get around the fact that I can't target, you know, Asians and Texas. I can get around know what that? If I know my buyer, persona, you know who they are, I can figure out what else they like. That's similar to me. Like when I do I run ads, you know, for the lab, I target, you know, people who have interest in our competitors, of a Gore pulse, and people who interested in Social Media Examiner Mary Smith, Kim Garst, I know. There are the people that typically by might buy our product or at least read my blog, and so I target. So it's the same thing here. You know, if you know your your buyer, there's ways for you to target it. And and on this side no, here. Some I put in some comments of your some articles you had post and then I guess when I did that I broke restream. I am no longer seeing the live comments come through our restring platforms. I cannot pull anyone's come. I'm on the phone just kind of like, kind of not in there now and I'm like, Oh, no, one's commedy, don't Oh wait a minute, look over on other monitor. I'm like Rob said, I love documentaries to like there's other stuff over here. Sarah Bon Roe says it is deep, but we must talk about raise in order to make systematic change. Agree one hundred percent. Naomi said that's one of the downfalls of an algorithm manipulated feed. Ye. So yeah, I'm am seen your comments if you're comedy, but at some reason I restream is not pulling them in. Soon as I'm made, soon as I posted your first art, one of the articles it, I broke the system. Data point for a restreams evaluation. Broke the system there. So let's talk about our last name. We want to talk about we've kind of touched on this a little bit, so we may have to hop into this pretty deep but, and this is the rub. This is always the rub I have when it comes to anything like this. Is it should businesses that...

...don't talk about social issues talk about things like black lives matter? Sure, who, sure that care? Answer no, but you know, and what a scientists are marker, many professionals would say it depends right, right, and they don't mean that with good or bad. Is just it depends. Yeah, I think we're at a point now where businesses and identities of what you stand for as value problems. You talk about we need to value proposition, we need to have our mission statement, we need to have our purpose and our why on our website. That's great, but when these moments happen, where do you going to do? When you have employees, when you have a community, when you have people who buy from you who are in these situations, what do you do as a brain and as an organization, and depending on what the variables are, be good or bad? I've been telling a lot of brands do what you can. If you can't do anything else directly, do it in secret. That's not hiding, that's just I'm aiding one I can and I'm supporting when times are better, elevate. I I've been telling people on elevate if you don't have the words because maybe I don't have a black leader on my staff or anything like that. MMM, go is. There are many, many, many organizations who are owned by black people. Are Part are, you know, execut staff, per estals, linked into her facebook, instagram, Youtube, tick, talk, you name it. That you can elevate, that you can share and educate and bring things out to passion in a way, and that's a way to kind of talk about the issues indirectly. You can serve as the medium of Gore Paul's honestly, this Moone, I don't even know where Paul has been just blowing me and this has been a just amazing journey and I'm very in extremely grateful. They're not paying me to say that, but I'm willing to do something with me too. I digress, to really elevate this conversation and they have been serving as this channel, the sounding board to take me and other people like me to communicate through and elevate out, and so they're serving as the middle one, and that's perfectly okay. That ties into the community, as has their audits, but they have also been actively standing it out too. But I'm saying for other organizations who, from the audience standpoint and from the financial, physical financial standpoint, if I talk about it, I could literally lose money, I can literally lose my business, and that's a sad reality, but it's a truth. It's a truth of finite truth, and doing that you have to modify and adjust. So if you can't directly, don't feel bad, don't put so much pressure on. We will know you support us, we will know. Okay, for many people who have not, you know, done everything, they've been sending me teams in secret trying to help me out, figure out some things, elevate me, per me on opportunities and Kercheman, to keep doing things like this, like try can imagine how it feels turning a switch on and having to talk about these moments. But then, through outside of the view of myself and in markers, lends to articulate this back to businesses. And I'm doing it for my business, I'm doing it for you all, I'm doing it for this community, Gore up community and those who are watching, and that's the value and all the business. You can do the same thing. If you can't directly communicate, elevate others. Bring people into the conversations, commit the love stream and have them talk and you can just ask questions. That's it. In better way to get people inevertly way to get people to talk about things so you yourself can educate, be reinformed, readjust and then go out next to you, go out and employ. This also allows you more time to talk with your internal stuff as well. So should businesses do it? Yes, but also permis with it depends what you're able to do. They even doesn't impact Your Business and organization to a financial level. Sure, go ahead do test runs, but if you can't, can't hurt elevate and if people are going to, you know, troll you, whatever they're probably won't good for you. Anyway. Let him go and do something else. A hundred synogram in the comments. Now have come back at the very end here a couple of any way. Yeah, I think that's tright. My thing is always been like, if you're going to talk about one social justice issue, you almost have to do for the anyway. Like you, you better talk about the other ones because you're going to send somebody. So you've got to be careful that as a business. You got to know that you're putting this flag in the ground. You're going to start talking about all of them. Are At least, you know, the things that are this human in nature that you probably need to talk about. Me No more, but I do think it. What you said is great. Like do stuff privately, like our you know, our companies had different people on the show. We were not out there, you know, blasting that. We're not changing our logo or things like that like a lot of brands do, but we're to let people have a voice and talk and educate and help us educate ourselves a little bit like how we should be talking differently, like Lisa counter or Williams, you know it's like. So she's our procket product marketing manager and she's married to a man of color. Great God never got the minimn person over the last three and a half years, but I want to hang out with the dude someday, but I can't bring it up on here. But she says markers should do more than having diverse photos, although it's a good first step, we should work better than include African American voiceovers, common African American names and examples, examples of black owned businesses and blog posts, etc. And I think that's so true that we know you got to do have diversity. I think...'s awkward to me anyway, and August Five, two thousand and twenty, it's awkward to go to someone's website, and especially a big brand, and it just all white people. That's tone deaf and today's Society, I think you do got to do some you can do those little things. That didn't hurt to do those little things and make those little adjustments and do those things privately in your company to kind of help things out or make things easier to do so. You promised that businesses you don't have to be an activist to support. We're not telling you to, like you said, change everything about you to a black fit to look good for us. You're not. Every organization is a Nike Leven. Know where you are financially physically. Just Know Your Business. I mean, let's be very clear right looking at the Nikes of the world, even in social platforms, who are switching gears showing black. They have the financial backing, the celebrities, all these things in the in the works to do it and they got legal and PR to elevate and fact check it and modifying. If you don't have all that at your disposal, stop trying to be really big on it right. Do what you can and don't feel forced, Troy, I'm not going to I'm not going to come to you all back. Hey, Gorel Poles, I don't see enough stock photos of black people. Song about sure your product launching. You just did. And what does that mean? Like I'm saying that's getting a little too facatias to yeah, I'm you know, sure, I get it. You know we want to see more color, but also it's going to take time. And also just think that. Okay, if I see me personally, I see an exactive room of Caucasian people, I don't really think, oh my goodness, they're not cool, they're not going to support me, they're not going to elevate me either. I do understand why we need more diverse representation within business, but it takes time. It's very true. Virtual will, troy, anything else you like to add about our to our conference? We could go on for like an hour to and I think we, like said we can. We may have just started a new life show together. I am curious, you know, and I look at the comments after and even just the followed conversations like this is obvious, I'm sure, a different tone than your show, you know. Yeah, I mean we typically are talking about how to either way, like data points. We we for longest on the show was, you know, me and Owen video and me to and Insense, Owen interviewing me about the experiments. You know, I was that on the show. Now, so to last like two months or so. I'm interview people ask them about you know, hey, how do you do Youtube Marketing? How do you do this or do that? So, yeah, it's a little friend then now, but did the same people who watch that show, those episodes are watching this one and leaving great comments, like Naomi Christen and some others. So I think it's a it's gone pretty well, I think. So I'm excited to see that and glad the audience stuck around it. And I appreciate you hopping on the show. Where is the the best place to find you? If this we want to go, find you and follow you and just soak up all your greatness. I'll try to keep greatness on a short lease for money to Friday, but fine, troy and Google search. I'm big on twitter. I've been little lax on it. I've been pushing a lot more linkedin lately. So follow me crackt with my Linkedin as well. All Social Platforms Really Fund sure, Finn Troy, I appreciate you happing on here. I love some Brad Freeman said it'd be great to be able to speak Textan. Yeah, it's a whole different language. That differently, it is different here, like we say things that everybody even people outside of Texaco. What what did you but I want to say with you alls enthusiasm to what you can well, I can't get it right. Well, so you get it wrong. You wouldn't say you all, you'd say y'all, and so you got got that part wrong right out of rout, out of the gate. So well again, Troy, appreciate you, you being on the show and appreciate all of you who've come on too to watch the day. Hey, thanks for listening to the social media lab live podcast. If you want to check out the rest of the story, if you will, go to social media lab dot live.

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