Episode 215: Conner Galway on Facebook Page Cheats and Shortcuts
Conner Galway is a major up-and-comer in the agency world. Junction Marketing is his Vancouver, BC agency where they are performing the latest feats of social marketing for their clients.
Get Conner's cheats and shortcuts for making effective Facebook promotions and Pages.
The etiquette of "Like-Gates"
The Power of Pages
Third Party FB Apps For Marketers
Where to find the most timely Facebook Page examples to copy
Conner's favorite Facebook marketer Pages
And more, more, more.
Take it from a 27 year old social maven... there's an fast-evolving wisdom of best practices for making Facebook pay off for your brand in this episode.
Susan Bratton: Welcome to DishyMix. I’m your host, Susan Bratton. And on today’s show you’re going to get to meet Conner Galway. Conner is the director of Social Media Marketing at an agency out of Vancouver Canada called Junction Marketing. And Conner’s a DishyMix listener. He reached out to me and told me the story of his business and how the agency was formed and the kind of work that they do, and I really liked him. I really liked his thinking and wanted to have him on the show. So please welcome Conner Galway. Hey Conner.
Conner Galway: Hey, how’s it going?
Susan Bratton: I’m good dear. How are you?
Conner Galway: I’m fantastic, thanks.
Susan Bratton: So I love your story, your coffee shop start. Will you just tell DishyMix listeners – we love new ad agents. We love new agencies, we love young guys starting out, you know, that’s such a great story. And the fact that you started out in a coffee shop and you’ve now got this kind of unusual location, just tell us a little bit about how you got together, the company, what its been like for you, etcetera.
Conner Galway: Yeah, I’d love to. You know, ironically we never planned on being an agency at all. It all started one day; it was a couple of years ago, during the Olympics actually. When there’s a lead up here in Vancouver everybody’s really excited. We knew who this, the new big exciting thing was going to be happening here in Vancouver. And a bunch of guys who didn’t really know each other very well sat down and said “Lets do something really awesome for this.” So we looked around, there wasn’t a whole lot of resource out there for people who wanted to track Olympic hockey and especially the Olympic hockey betting because of course betting on Olympic events here in North America isn’t legal. But we just wanted to create a resource and a place for people to come for information. So we built that, and we had a blast doing it. And of course the Olympics here were a great success.
Susan Bratton: They were so amazing.
Conner Galway: Oh my goodness.
Susan Bratton: I just have to say something about the Olympics hosted in Vancouver. I was so impressed with all of the native, the indigenous people of Canada and how they were featured in the opening ceremony in all their ceremonial dress. And I was just, you know, I’ve always been, I’ve always had a really warm spot in my heart for the indigenous people of America, you know, the United States, and I was just, I loved seeing all of your Canadian Indians if you will doing all their dances and everything. That was beautiful.
Conner Galway: Oh yeah, we love the opening ceremonies too. I thought it was just fantastic.
Susan Bratton: It really was.
Conner Galway: I’ll tell you what, we were pretty nervous as Canadians though when that fourth pole didn’t come up. We were all like, “Oh no, what’s going to happen here? The whole world is watching,” but…
Susan Bratton: It was beautiful. The whole thing was beautiful.
Conner Galway: Well thank you.
Susan Bratton: Yeah.
Conner Galway: We’re very proud of it.
Susan Bratton: You should be.
Conner Galway: But anyways, yes, the Olympics ended and we looked back and we found that, you know, to be honest with you the project itself wasn’t a resounding success, but we had found a whole bunch of ways to drive a whole bunch of traffic and create micro conversions on the site.
Susan Bratton: Oh yeah, that’s music to everybody’s ears. “We found a whole bunch of ways to get really cheap traffic and drive conversions.” You’re talking our language baby. Go ahead.
Conner Galway: Exactly. And…
Susan Bratton: What’d you do?
Conner Galway: We all had marketing backgrounds but we didn’t know, almost anything with Internet marketing at the time. So it was just, it was about creating compelling content and finding keywords that people weren’t optimizing well for and that kind of thing. And when it was sharable of course we got tons more traffic. Looking back now I think, “Oh my goodness, we could’ve done all these things different and so much better.” But it just gave us a little bit of a taste. And then from then you sort of work on another project and another project, then we look back and say, “Hold on, we have all of these businesses who want to work with us now; lets make this a business.” And so next think you know we’re incorporated and we’ve got a couple of coffee shops that we like to work out of, and then we started spending way too much time together. And there was four of us, four directors all started a [inaudible] Media is what it was called at the time.
Susan Bratton: And how did you end up as Junction Marketing and tell us about your new digs?
Conner Galway: Oh I’d love to. We, after about a year of running the company and working with some small businesses – actually we started in the bridal industry interestingly enough, four of us, writing articles about this years trend in silk and lace and what kind of pump you should wear. And so then we graduated a little bit, and then we realized that our company had gone in a bunch of different directions and we needed to brand very specifically about what we were doing.
So we created a marketing agency called Junction Marketing, and we had three people dedicated to that, specifically to Junction Marketing, as well as some people who generate some more content and do some more graphic design. And we just moved into a new office, this big amazing new office that’s in Vancouver. If anybody’s in town come check us out at 6th and Mantova. But yeah, we have frankly way more experience than we need and we’ll sit there and we’ll have to actually Google chat with each other ‘cause we’re so far away from each other. But it’s a blast, you know, because every day’s a little bit different and we have production people from the film industry, we have actors and producers and that coming through here. It’s just a really good time, and I love working with these guys.
Susan Bratton: So you have one of your guys, Tim Howard, he’s hanging out in San Francisco right now, right?
Conner Galway: Actually that’s right, yeah, and that’s one of the reasons why the office feels so empty right now. Tim has gone down on a bit of a fact-finding mission down into California. He’s based out of San Francisco right now and he’s making some really amazing contacts. I mean so far he’s hooked us up with the Bing guys and they’ve been just beautiful to work with. He’s sitting down with Yammer in the next couple of weeks and he’s just chatting with all these different people who we work with online and making connections with ways that we can create symbiotic relationships down in California right now, and it’s been really beneficial. I’m really looking forward to seeing what else he comes up with.
Susan Bratton: So essentially anybody who wants to make a connection with a hot up and coming digital agency out of Vancouver should call Tim.
Conner Galway: Totally, yes. Tim Howard, he’s an Australian guy actually and…
Susan Bratton: No way!
Conner Galway: Yeah, the guy’s a beauty actually. And it’s not boring having coffee with him, I guarantee you that.
Susan Bratton: Nice! All right, good. So if you have an opportunity for an agency, bring it on. And are you ever doing work as a sub agency for other agencies, like outsourcing things? Would you be interesting in having agency clients of your own, or do you really want to stick with the small/medium business, or what’s your niche? What are you trying to attract as far as clients?
Conner Galway: Interesting. You know, it’s funny because we’ve really diversified in the last little while. To answer your question, yeah, we are interested in subcontracting because we find that a lot of the times we’re dealing with these large creative agencies. One in particular we’re working with right now is one called Quitters Unite. They’re run by an agency called Contacts Research here in Vancouver, and they did an amazing campaign last year where they engaged a whole bunch of people, they got them on their website and they had them voting and engaging in all kinds of interesting ways, but they didn’t really have a handle on how to connect with their audience to actually like have that conversation and to turn people from voters and viewers into brand advocates. So that’s one of the places that we pick up on, and we’ll execute that. We have community managers who can get out there and actually track what’s going on and make sure that they’re getting the return that they wanted on their campaigns.
Susan Bratton: And what is Quitters Unite as a campaign? It’s a non-smoking campaign. What’s the goal or what are you trying to accomplish? How could other people support you if you needed some help with that?
Conner Galway: I love the question, thank you ‘cause yeah, it’s a project that I feel really passionately about. The angle of the campaign is that what they’re trying to do is create this perception of not smoking as being the cool crowd rather than it talking about the negatives of smoking. We’ve all heard about the cancer and about all of the smell and nobody wants to hang out with a smoker and that’s been beaten to death, and frankly I think that our target demographic, which is young adults, is tired of hearing that. Instead what we’re trying to do is create this culture of pride and the benefits of not smoking. So we’re going to be launching a campaign in September around that that’s going to include videos, it’s going to include some engagement on the street. So yeah, if people are checking out Quittersunite.com go there and keep an eye on that because September we’re going to have some really cool content and some videos that are going to be up there that I would love if people would just share. I mean they’re going to be hilarious. I can’t wait to start filming to be honest, and so yeah, I’d appreciate any help in that regard.
Susan Bratton: I like the pride and absolutely the cool kids don’t smoke cigarettes. So I wanted to ask you something about that too. What was it? You said something. Oh yeah, I know, I wanted to tell you something, not even ask you something. This is really interesting because I agree with you that the positive side of non-smoking, that kind of aspirational or motivational piece, it’s not surprising that you would go with a campaign direction of that. I’m launching one of our new products for Personal Life Media. It’s for guys in relationship who, you know, they’ve been in relationship with their wife or their girlfriend for a few years and, you know, the intimacy’s slowing down, right. And so that’s a problem. And in information product marketing you’re looking for a problem that you can solve. That’s how you figure out what people want to need, you know. You start with your keyword research, etcetera.
And so we’ve been testing headlines, and what I thought was really interesting about the headlines, and I’ve written and tested close to a hundred headlines across seven – well five of our landing pages have had headline tests on them across five pages. And as I’ve gone through the iterative process, what I realized was that all the kind of negative, you know, exacerbate the problem kinds of headlines didn’t work, against my goal, my conversion goal was to get them to watch the video sales letter on the next page. And the positive inspiring future, you know, what you’re life’s going to be like when your problem is handed seemed to be during the best. And so it doesn’t surprise me that going, you know, with Quitters Unite, going with the positive would make sense. I was surprised by that. I thought they would react to more viscerally the negative about how bad it is, and they aren’t. So live and learn. I mean every party’s different, you know, you got to test it, but it reminded me of that.
Conner Galway: I couldn’t agree more, and you know what, I find that traditionally that’s what we want to do. We want to reach out to people and say, “You have a problem.” But you know, the reader knows he has a problem and he doesn’t need to be told that. What he wants is a solution.
Susan Bratton: That’s why he’s here, totally. I know. Duh. Smack me in the side of the head Conner. So one of the things when we were talking and getting ready for this DishyMix interview, you said the social media revolution is over. We’re done playing, traditional metrics apply. And I think everyone would agree that there have to be some metrics around social strategies. And you also said that marketers should adhere – I’m quoting you here – “The best social media marketers adhere to strict campaigns with defined targets.” Now I’m going to argue that point with you a little bit. I’m going to agree with you that if you’re doing a campaign you should have targets and measurability, but what about programs that should just be in place all the time, like social listening programs and things like that, that are not campaign mentality but are in fact foundation programs? So that’s what I wanted to get some, you know, some of your feedback on wad do you think about it as foundation and campaign or do you only think about social as campaign, or do you just say when you’re doing a campaign you should be measuring the ROI? Where do you fit into all that?
Conner Galway: I’ll start off by saying that absolutely subscribe to this Baner Chuck philosophy that, you know, that you can’t measure the ROI on good customer service and reaching out. I think this is completely, completely valid, and I think, so sometimes I move past that a little bit and I assume that it goes without saying that we’re going to be good to our customers and that we’re going to listen to what they’re saying and that we’re constantly going to be in touch with that because it’s our business. This is what we care about. And there’s nothing more important than creating meaningful relationships. That being said, to call ourselves marketers I think we need to be actually driving results. And so rather than, you know, playing the game the way that it was a couple of years ago or when I first got introduced to it where we would just set up a Twitter account or set up a Facebook account and run it passively and have conversations and hope that that incurred business. The way I see it moving now is that every successful market I know is setting timelines and saying that we need to hit targets by this time and these are the targets we’re going to hit, and these are how we’re going to hit them. Because positive feeling is fantastic, and it’s essential but it’s not measurable.
Susan Bratton: Hey you sounded really good right there. That was excellent. Just some, like, some positive feedback halfway through the show. That was awesome.
Conner Galway: Great, I appreciate it.
Susan Bratton: Totally. So I would like to ask you what you think about Twitter, Facebook and Google Plus, and just how you’re rationalizing those in your mind right now with regard to lets just say from the perspective of a small/medium business, which is most of your clientele. They’re going to be in the small/medium business. You’re not probably doing things for the multi billion-dollar companies yet, are you? Or are you?
Conner Galway: No, we’re certainly not working with Skittles yet. And…
Susan Bratton: Skittles. I know [inaudible]…
Conner Galway: I’m not sure if we ever want to be. It’s a cool space, but I’m much more passionate about the relationships that happen between small business and medium businesses and their customers.
Susan Bratton: So that being said, what are you, as an agency guy, thinking on behalf of your small/medium business clients about the state of Twitter, Facebook and Google Plus.
Conner Galway: I love that you brought up Google Plus. I mean I’ve been going a little bit nuts about that over the last month, and I think it’s, I mean, we throw around the [inaudible] game changer all the time, but it has the potential to completely turn everything we do on its head. That being said, Twitter, Facebook, [inaudible], any other tools that we’re using are just simply that. They’re tools. And that’s why we start off every campaign with a target and a timeline because I can tell you for sure that Twitter will be around for the next couple of months and that we’ll be able to get these levels of engagement, this many clicks, and this much return based on Twitter and the next little bet if it’s right for your business. It might not be, and anybody who says that Twitter’s right for every business is probably…
Susan Bratton: Overestimating it.
Conner Galway: Thank you.
Susan Bratton: Yeah. I know you didn’t want to be mean.
Conner Galway: Right.
Susan Bratton: Yeah.
Conner Galway: But Twitter, Facebook, whatever it is is not necessarily applicable for every business. So what I think that, to get back to my original point that it’s important to set objectives, and once you have those objectives then you can figure out which tools from the toolbox are necessary. Google Plus will very soon become Google Plus for Business, and then we’ll have to figure out which objectives those can hit, whether it’s just [inaudible] or engagement or actually if we can drive conversions through Google Plus. But each one of the tools has its own specific qualities.
Susan Bratton: Describe to me your perspective on how Google Plus compares and is different to Facebook and Twitter today.
Conner Galway: You know, I think a lot of that will have to do with the way that the crowd reacts. Right now all we’re seeing right now is early adopters. We’re seeing that all the most active Twitter users and the people who we used to see constantly chatting on LinkdIn and [inaudible] and that. But when the mainstream starts to adopt it, I think it’ll be interesting because there are people out there saying that this is going to take over for blogs, and other people saying that, no, this is just going to take over for blogging. But really that’s the beautiful thing about the Internet is that we never really know, is that it’s up to the crowd to see how it wants to use a particular tool. It may well be that it becomes MySpace and it takes over the music sharing industry, but right now I think it’s an incredible place for sharing knowledge and information. Like I’m seeing engagement on there like I’ve never seen on any social media around. And for example, I can post a question about, like for example how to record a podcast, and I’ll get ten responses in a minute and a half whereas Twitter, Facebook, kind of anything else like that you have to be a massive, massive personality on there in order to get that kind of engagement.
Susan Bratton: Why is that?
Conner Galway: You know, it’s curious, and I wonder if it’s just because of the, it’s a small community right now and we’re all bound on Google Plus because it is a small amount of people who are on there. But, you know, my experience has been so far that it really is a mashup between Facebook and Twitter where Twitter I would feel comfortable talking to anybody, doesn’t matter who he is or where he’s from, or she is from. But on Facebook we just talk to friends. Whereas with Google Plus we’re seeing a little bit of give and take on that. And I think it’s because the world online, we saw five years ago us move from having pseudonyms online to being real people, to now we’re being real personalities but we’re also reaching outside of our comfort zones. I think that’s a really positive thing for the future.
Susan Bratton: I really like the Circles on Google Plus. That is the thing that I never found Facebook giving me enough simplicity around. You know, we got the bloat of having too many people connected with us on Facebook, and then we couldn’t have our channels of privacy and selection in an easy way. It was too hard to go back in time and put 5,000 people into some kind of organized format, you know what I mean?
Conner Galway: Totally.
Susan Bratton: And with Google Plus it’s like a fresh start so you can do your circles the way you should have done them on Facebook. And I really think that’s going to have a massive impact on the, you know, the way that people start to channel their communications.
Conner Galway: And, you know, it’s reflecting a lot of what we’re seeing online right now and they way that we interact with our data online now, much more in the way that we interact with things in real life. For example, now on Circles you can put people into the same types of circles that you’re having offline, which I love, because – and I’m not going to talk about this weekend’s party with all of my business contacts – but you can do that on Google Plus now. And similarly we have all of our business meetings now on Google Plus because we have the…
Susan Bratton: What do you mean?
Conner Galway: We have a team of four directors…
Susan Bratton: Yeah?
Conner Galway: and we all work remotely. So we’re in three different cities right now, but we know 10 AM every morning we’re all there, we have a hangout and we can chat and we can talk about whatever, we can talk about where we went out the night before and we can talk about what plans for the days, and it’s fantastic. And nobody else has shared on that; it’s just out little circle. And it’s a way that we can share in a social forum without including the rest of the world.
Susan Bratton: Yeah, I love that. All right, so you have a lot of experience creating Facebook pages for your clients. And I wanted you to give us some tips in this show, some very actionable tips. And before you do will you just give us an update on what you see are the key benefits of a company having a page on Facebook and what things you see working well, some best practices, some clever ideas. How can we not only engage with prospects and customers, but use Facebook pages to convert more prospects to customers? ‘Cause that’s the goal: sell more stuff. So with it, thinking about it from the perspective of that, give us an update on your perspective on Facebook pages.
Conner Galway: Facebook pages, you know, pre-Google Plus, the number one most amazing opportunity that’s happening online right now. It’s, the opportunities on there are just like boundless. It’s, you have almost the same functionality on a Facebook page now that we used to have on websites four and five years ago in a much more user friendly experience, and the most incredibly thing is we have 750 million people already living there. We don’t have to make them click out to go anywhere. They’re on Facebook. So yeah, it just speaks specifically to some of those points. Facebook pages can now be a lot more than just a static image where we go and we put posts up and we hope that people love our brand. What we can do now is we can do all of the interactive things that we used to do on the website, whether it used to be, you know, displaying video, getting people to comment on things or actually selling products right on a Facebook page.
Susan Bratton: Okay. So tell us more.
Conner Galway: Okay. For example, specific things that we can do on that Facebook page is using a traditional page doesn’t cut it anymore for a business. What we need to do is we need to be building in customizable features, and for anybody who has some [inaudible] FBML pages, congratulations. That’s awesome and I want to work with you because I love them. And the day that Facebook took static FBML away from me was one of the most depressing days of my office. But since then we’ve rediscovered applications and some of the freedom that we have with that and companies like More Social and Smash Lab have really opened some incredible opportunities for us that we can now do things that we weren’t able to do with static FBML simply because of, you know, small/medium business, their budget sizes they have and some of the restrictions that we have.
But we can do things like customize Meta and share tabs and things that would’ve been very difficult on a static FBML page. But that being said, what I’ve noticed in the last little bit, and I’m not sure if this is, if everybody’s seeing the same thing, but Facebook is allowing a lot more static FBML to be shared across multiple pages, and what I mean by that is I got a bit of a tip a couple of days before static FBML was shut down that this was happening. So I went crazy and I added like 20 static FBML tabs to all my pages. And now what I’m finding is that all of my new pages that I create I’m able to transfer that to my new pages and I’m not losing the volume of my original pages. So anybody else who has static FBML on one page, I would recommend give that a try. See if you can transfer that over to another page and to another and to another, because it may well be that for the foreseeable future we still have that functionality available.
Susan Bratton: So that whole FBML thing is a little confusing to me. Can we talk more from – ‘cause I don’t do the technical side of things. Can we talk more from a consumer’s perspective? So if you are a small/medium business and you want to create connection, you want people to like your page and you want them to interact with you and you want to create content or experiences that they can enjoy, what are – and I know you like Splash Lab because they have custom Facebook solutions and you like North Social for already in the can applications that you can add to Facebook pages. Give us some examples from a consumer perspective that a business could use or do that would increase the number of likes and the number of interactions of prospects.
Conner Galway: Of course, and the first and most obvious example is give your customers something to look at when you first get to the page. And I hope for a lot of people this goes without saying, but rather than landing them on the wall right away, interact with them somehow. Create a brand resonance experience where they get to see what you’re about and a little bit of information, very graphic design heavy, or you can go in the direction of something like Red Bull who’s had insane success on their Facebook page, which is they simply put a can and an arrow, and they said, “Like our page.” And it’s increased their likes insanely and we tell our clients a lot of the time that you can do one thing with that first Facebook page. It’s to create an experience or it’s to get likes. A lot of the times it’s the likes because then you can, at that point you can take that person, and you know, we all know the benefits of a like on Facebook, we market perpetually somebody.
Susan Bratton: Well explain that a little bit more. Don’t assume that everyone knows. So…
Conner Galway: Okay.
Susan Bratton: how would you, once you get the like what is a way that you can remarket? How do the mechanics of the remarketing to that like person work?
Conner Galway: Okay. Once inside the page what we like to do is take a person, we call to action them to like the page. And then once inside we can then interact with that person much in the same way that you would on a website. You have their flow of information going a certain direction, and very often it’s nice to hold back one piece of content somewhere on the page, because it’s possible that the person may have come to your first page, liked what you had to say, but may not like to click the like button and would be, finding out what you are in your info tab and your video tab and that kind of thing.
And one of our preferences is to find one nugget, one thing that people really, really like to see and like – now this has been a debate that has been going on in our industry for a while now, it’s when is it right to like gate your content, and by like gate I mean allow only people who have liked the page to see whatever it is that you’re displaying. And personally I’m not a particular proponent of like gating, but I do like to keep that one nugget behind because if the person doesn’t act on your call to action on the first page, then they get another call to action at that level, and they realize that, yes, I do get rewarded for being a fan and yes, we are giving something special to somebody who’s interacting with us. And then once we get that like, once that person has interacted with us then we appear in the news feed and then we can give them specials and offers and that kind of thing, and we can bring them back to the page with more messaging and more calls to action in the future.
Susan Bratton: Now what are some of the Facebook pages besides Red Bull that you think are very well done and are really kind of belong to the church of what’s happening now? What’s really the latest that you like?
Conner Galway: God Susan, there are a ton that I love.
Susan Bratton: There are not a ton that you love.
Conner Galway: Well I really, really like what Skittles has done. They have great interactivity on there. Keep an eye out for the Quitters Unite page, that one’s going to be awesome.
Susan Bratton: All right.
Conner Galway: That’s a little plug there. And then [Inaudible] Cottages is somebody we’ve worked with here in B.C. They’re a great example because they’re a very niche product in that they’re a fishing cottage up in [Inaudible] B.C. and they have a strong but small following. So we’re looking at about 400 likes on the page. But just from that page they’re able to convert 30 bookings per month in addition to another 30 from their other social efforts and another 10 for their SEO. And it’s all about small and powerful for some clients. Whether it’s somebody like Red Bull, now we’re looking at 10, 20 million people and they’re doing an amazing job. And finally there’s one that was built here out of Vancouver, the EA Sports page. They’ve done a cool thing on the top of their banner where they’ve pulled all the likes from all of their different pages, they aggregated and they show it right in the top of the EA Sports home fan page, so clearly showing the family association there and they’re showing just how popular they are and how many people like it, because who doesn’t like to belong to a large thriving association?
Susan Bratton: Now that’s a good strategy for a lot of umbrella brands. I could see that working really well for Starwood with all their hotel chains and things like that.
Conner Galway: I agree.
Susan Bratton: Mm hmm. Very nice. Yeah, I’m going to check those out. I’m ever fascinated by Skittles because they just are so willing to try the latest things, which I really appreciate, you know.
Conner Galway: Yeah, that Skittles tree was one of my favorite campaigns ever. If you haven’t seen it check out studio.facebook.com. It’s one of the featured campaigns. The guys did a great job with that.
Susan Bratton: Oh I don’t even know about studio.facebook.com. That’s very interesting. All right…
Conner Galway: Yeah, it’s where a lot of the coolest things on Facebook are happening right now, and I recommend if anybody’s working with Facebook and would like some inspiration about some of the coolest projects in the world, a lot of European things are posted there right now. That Studio Facebook is awesome, and it’s where I go to every time I’m starting a new campaign just to see what’s new and happening out there.
Susan Bratton: That is excellent. I will definitely check that out. Thank you. Are there any other things that you use to get your creative juices flowing? When you have a new project and you’re trying to see, you know, “God, what should I do? What’s the latest new thing?” what’s your process for that?
Conner Galway: You know, we always start with a more traditional approach because my opinion is that this is not new. What we’re doing was not invented in the last five years, in the next ten years. It was, you know, it started in the 20’s or when marketing was really born in this current form. So what we do is much like what any other traditional advertising or marketing agency, is that we actually get there, we go to the clients business, we get involved with their customers, and then online, you know, we read forums, we interact with some of the customers as ourselves rather than as the client. And then from there build what the objective is and then start looking at tools in order to achieve that objective. I think a lot of the times us, as Internet marketers, we forget that there’s an offline world and we forget that a customer experience in an offline sense is the ultimate goal a lot of the time, and we need to experience that ourselves.
Susan Bratton: Yeah, absolutely. And are there any particular kinds of brands or categories that you’ve never worked in that you’ve always fantasized would be this super great fun project for you?
Conner Galway: You know what, I’ve found, at least in this environment that everybody migrates towards food and beverage. And as much as I think it would be fun to work in that industry – and it would be because you get a lot of food, you get to go out…
Susan Bratton: Get a lot of food, you’re so cute.
Conner Galway: Are you kidding me, who doesn’t like good food?
Susan Bratton: Everybody.
Conner Galway: Well you shied away from that just because it’s so competitive and there just isn’t a ton of value. Where I think the next step is and where I’m really, really looking forward to working is NGO and into government organizations that are causes. Because there’s so much good will out there and people that are just dying to be a part of something that means something. And that can benefit so strongly from, not only from social media but all kinds of online marketing, be it advertising or be it search engine optimization. So the Quitters Unite is an example of that and that’s definitely a direction that we’re trying to move in.
Susan Bratton: That’s very nice, yeah. They tend to be resource constrained, that’s the only downside to going after the non-profit world, right?
Conner Galway: You know what, my experience has been quite the opposite.
Susan Bratton: Okay.
Conner Galway: That a lot of the times – not specific to this campaign – but in general these companies are very used to bust up habits and they’re very used to billboards and they have people who are in charge of making these large purchases. And when they look at the Internet marketing world it becomes clear very quickly that they can make a much bigger impact for a fraction of that budget, and some of the feedback they get sometimes is, “Well the government won’t give me this grant next year if we don’t spend all of it.”
Susan Bratton: That’s music to your ears, I know. That’s music to everybody’s ears. Get the word out, exactly. Well listen Conner, I have really enjoyed speaking with you. I’m really happy to hear about Junction Marketing and congratulations on your new location, your awesome huge spacious offices. I know you’re going to miss the coffee shop now.
Conner Galway: Well not as much as you’d think.
Susan Bratton: Yeah, that’s probably true. And I hope that you get a lot of connections for Tim Howard in San Francisco. We will, when Quitters Unite launches send it to me and I’ll push it out to my network so that other people can like it and support that because we want people to stop smoking, that’s good. We’ll check out your favorite Facebook pages in the studio.facebook.com. That was helpful. And I really like these North Social and Splash Lab companies. I wasn’t even familiar with those. So you’ve serviced a lot of great information for us as DishyMix listeners, you know. Just even keeping up with what’s happening with Facebook pages is a job unto itself these days, isn’t it?
Conner Galway: No kidding. It changes almost every week it seems.
Susan Bratton: It totally does. So yeah, all the best of luck to you, and I hope that your business if fantastically, you know, profitable and exciting and fun and that, you know, in ten years you get acquired by some big agency holding company and you get to retire and surf around the world for a couple of years before you start a non-profit to, you know, save one thing that needs to be saved in the universe. That’s where I’m thinking for you right now.
Conner Galway: You’re awesome Susan. Thanks very much for the support. And anybody who wants to get in touch with Tim, he can be reached at firstname.lastname@example.org. He’d love to hear from you.
Susan Bratton: Good. That’s great. Thanks for saying that. I should’ve asked.
Conner Galway: No worries.
Susan Bratton: All right, Conner Galway, thank you so much. It’s been a real pleasure to have you on the show today. And I am your host, Susan Bratton. I hope you have an awesome day and I really appreciate you connecting with us on this show. Take care.