Episode 210

210 Brad Dickinson - Empowering Voices: Empowering Executive Thought Leadership at Scale

In this double-founder episode week of the SaaS Fuel podcast, we sit down with Brad Dickinson, co-founder of SocialHP, to explore the dynamic world of social media marketing. Brad shares insights from his journey, emphasizing the importance of employee advocacy and executive thought leadership. He discusses the challenges in social media marketing and emphasizes the importance of urgency in boosting productivity and sales.

Brad also highlights the benefits of using social media for fundraising and accessing capital, particularly through Canadian crown corporations like BDC and EDC. He underscores the power of individual voices within organizations. SocialHP's employee advocacy platform assists companies and individuals in standing out in competitive markets by effectively sharing their stories, especially on LinkedIn.

Be sure to tune in for this insightful and engaging conversation, and discover how urgency can drive both personal and business success.

Key Takeaways

00:00 Research, reviews, values - crucial for consumer connection.

04:38 Humanize brand, build connections, share experiences. Subscribe.

08:45 Individuals and organizations managing social media content.

12:05 Encouraging employees to share approved content effectively.

15:34 Innovative methodology empowers users, boosts user rates.

19:05 Social HP enhances employee advocacy and engagement.

23:09 Value to organization and individuals is crucial.

25:44 Leverage current resources for increased executive visibility.

27:04 Executives delegate message approval to avoid risks.

30:57 Adapting to industry changes and assessing performance.

36:06 Challenges and feedback drive our success always.

37:13 Regularly listening to customers, adapting and innovating.

43:33 Exposure is key to fundraising success.

47:13 Toronto-based company benefits from BDC and EDC.

48:22 Government incentives aid company despite bureaucratic challenges.

51:47 Create urgency within prospect base, adapt to challenges.

55:40 Instant escape to tropical paradise through AI fitness.

Tweetable Quotes

"There's always kind of a yin and a yang or a push and a pull when it comes to marketing period but particularly social marketing right because you got an organization that has a particular set of brand values" - 00:02:02 Brad Dickinson

“And there's not that, that brand cohesiveness, that message, the look, the feel, and, but there, there's gotta be a middle ground of, of really tapping into the audiences that are out there, you know, while giving a professional message and engaging like humans, that's what social is about.” - 00:04:31 Jeff Mains

"If you look at the numbers in terms of reach, engagement, impressions, all of that good stuff, when you have an army of employees behind you, it is. A hundred X or a thousand X compared to a company page alone." - 00:18:57 Brad Dickinson

"Set some targets for yourself long-term and short-term and make sure that the work that you're doing and the place that you're spending your time is actually moving you forward towards those goals and you're being productive, not just active." - 00:43:27 Brad Dickinson

"But you often times get a very good description of what it is that these folks are doing when they reach out to their, for their benefit as well." - 00:39:23 Brad Dickinson

"A single executive in and of themselves sees about 7x more exposure, more engagement than a corporate brand. So, if you have your CEO posting the same content as you posted on your corporate LinkedIn page, it's going to get 7x on average, more eyeballs, more engagement, more interaction than a corporate post will.” - 00:19:55 Brad Dickinson

SaaS Leadership Lessons

Set Targets and Stay Productive: Urgency is key in daily focus and outcomes. It's important to set targets, both short-term and long-term, and ensure that the work being done is productive, not just active. Don't confuse activity with productivity.
Be Generous with Equity: When building a company, it's beneficial to share the wealth and ownership with key team members. Having intelligent and committed individuals around you can lead to long-term success. Remember, it's better to have 10% of a billion dollars than 100% of $50,000.
Listen to Customers and Adapt: Actively listen to customers and seek feedback to understand their needs and how your product or service can best serve them. Use this feedback to adapt and innovate, ensuring that you are always meeting customer demands.
Create Urgency in Sales: In sales and go-to-market strategies, creating urgency within buyers is crucial. Find ways to make your product or service a must-have for customers, driving them to make decisions quickly. Urgency can accelerate sales cycles and improve cash flow.
Leverage Social Media for Exposure: Utilize social media platforms like LinkedIn to increase exposure and reach potential investors or clients. By sharing valuable content and engaging with your audience, you can attract attention and create opportunities for growth and partnerships.