The Internal Comms Podcast
Episode 09 – How to win colleagues and influence people
Social influencer marketing is a new and rapidly growing means of getting your message out to your audience. It’s changed the face of advertising and has everyone from up-to-the-minute ad agencies to age-old regulatory bodies desperately trying to catch up.
So, what is it exactly? What’s its significance on the media landscape? And what can internal comms learn from it?
In episode nine, Katie meets Harry Hugo, co-founder of social influencer marketing agency The Goat Agency, to find out.
In just three years Goat has grown to an agency of 120 employees in four offices around the world. They work on seven-figure influencer deals with clients such as Lidl, Adidas, New Look, and KFC. And it’s a young team – Harry is just 24; he founded his first company when he was 16.
Katie had Harry discuss the role of advertising today, the importance of telling authentic stories to build meaningful connections with an audience, criticisms and concerns – especially in regard to mental health, and why Harry thinks IC teams should be creating their own internal social influencers.
Tell us what you think
This is the penultimate episode of season one, and we want to hear your views on The Internal Comms Podcast so far. Tell us what you think in our short survey and you’ll be entered into a free prize draw to win AB’s unique communications audit, Acid Test.
Jump to
Introducing the Daily GOAT, a new narrative for an authentic agency [03:45]
How vlogging an internal culture instantly united colleagues across the world [09:13]
Social influencing 101: Instagram as the new pub [12:45]
‘With great power comes great responsibility’ – the frauds and fake followers marring the industry while proving its power [14:07]
The disparity between followers and influence – finding the right person for the right brand [16:23]
‘Oh my god, this is a gold mine’ – but Cristiano Ronaldo failed to deliver [19:27]
Against automated platforms: ‘It’s not just about followers, it’s not just about engagement. There’s nuance to this that is completely unautomated and completely untrackable. It has to be human’ [22:18]
Applying the principles of social media influencing to an internal change campaign [23:44]
Mini influencers within your organisation – a fundamental shift of control? [26:44]
The Fyre Festival effect – ‘that documentary was unbelievable advertising for us’ [31:22]
Finding the right niches to attract older demographics within a younger industry [32:42]
Inside the mind of a millennial [38:40]
Privacy, mental health, elections and ‘the new face of propaganda’ – facing up to the bad side of social media [44:22]
Greater social media regulation – what’s needed, and what’s on the horizon? Which models will succeed in the future? [48:47]
Quick fire questions. A surprise fact about Harry, a fascination for sweets, a billboard message, and a tribute to Barack Obama and Ant & Dec [50:38]
Links from this episode
The Daily GOAT vlog, featuring Katie Macaulay
Follow Harry on Twitter: @HarryHugoGoat
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Episode 22 – State of the Sector
February 19, 2020
State of the Sector is the longest-established and most in-depth survey of the internal communication profession, based on responses from more than 1,000 professionals around the w...
Episode 21 – The cheerleader for IC
February 5, 2020
During Seasons One and Two we covered a lot of ground in IC and beyond. As we begin Season Three, brace yourself for more fascinating insights as we delve into the very heart of co...
The highlight reel – nuggets of wisdom from Season 1 and 2 of The IC Podcast
January 29, 2020
Since the launch of The Internal Comms Podcast, host Katie Macaulay has interviewed more than 20 fascinating guests from the world of IC and beyond. Now, as we gear up for Season ...
Episode 20 – Advocacy in action
December 18, 2019
Katie’s guest this week is Keith Lewis, UK Social Media and Social Business Manager for Zurich Insurance – one of the world’s largest insurance groups with 55,000 employees i...
Episode 19 – The appliance of neuroscience
December 4, 2019
Katie Macaulay’s guest this week is a neuroscientist with extensive experience in the field of organisational change. Hilary Scarlett began studying the brain in 2009 after read...
Episode 18 – Editing organisations
November 20, 2019
In this episode we get up close and personal with someone who helps improve the way we communicate at work. Mike Klein worked as a political consultant in the US, but for the past...
Episode 17 – Black Belt Thinking
November 6, 2019
As individuals, this week’s guests have impressive CVs. Sue Dewhurst is an experienced internal communicator who, for many years, has been training and coaching thousands of lea...
Episode 16 – A Passage to India
October 23, 2019
With this podcast now reaching listeners in 50 countries worldwide, host Katie Macaulay has chosen to go international for this episode. Her guest is creative services entrepreneu...
Episode 15 – The Power of Two
October 8, 2019
This week, Katie meets Claire Hyde and Louise Wadman, joint heads of IC at KPMG UK. Possibly the most senior IC job share in the country, Claire and Louise have more than 45 years...
Episode 14 – How to start a movement
September 24, 2019
Katie’s guest this episode is Nita Clarke – whose services to employee engagement have earned her an OBE from the Queen. Nita has a long and fascinating career. She co-authore...
Episode 13 – A check-up with the IC doctor
September 11, 2019
The Internal Comms Podcast is back with a new series of fortnightly conversations with leading lights from the world of internal communications, engagement and leadership. AB Mana...
Season 02 Trailer
September 6, 2019
Season two of The Internal Comms Podcast is almost here!
Episode 12 – Listen and learn: insights from 30 years in IC
July 24, 2019
In this extra special bonus episode of The Internal Comms Podcast, the tables are turned on Katie as she takes the spotlight as an interviewee. Posing the searching questions is J...
Episode 11 – Putting the soul back into Patisserie Valerie
June 25, 2019
For this special bonus episode of The IC Podcast, Katie interviewed Paolo Peretti, Managing Retail Director of Patisserie Valerie, in front of a live audience at AB Thinks Live, ou...
Episode 10 – Internal comms at the sharp end - recorded at IoIC live
May 21, 2019
For the final episode of season one, Katie Macaulay travels to Bath for IoIC Live and interviews two of the conference’s speakers, Martin Fitzpatrick and Matt Batten. Both Marti...
Episode 09 – How to win colleagues and influence people
May 7, 2019
Social influencer marketing is a new and rapidly growing means of getting your message out to your audience. It’s changed the face of advertising and has everyone from up-to-the-...
Episode 08 – The Joy of Work
April 23, 2019
Katie’s guest this week is an extremely versatile communicator. In his day job as European Vice President of Twitter, Bruce Daisley has overseen the development of one of the wor...
Episode 07 – What social purpose (really) means
April 9, 2019
Running the UK’s largest retail and financial services network with more branches than all of the UK’s banks and building societies put together, the Post Office is at the hear...
Episode 06 – The craft of communication
March 27, 2019
In episode six, Katie travels beyond the boundaries of internal comms to find out how to write more engagingly, tell better stories and use humour to deliver your message. And who ...
Episode 05 – Learning comms lessons from PR
March 13, 2019
In episode five, Katie aims to find out what internal communications can learn from external communications. So she sits down with ‘mister public relations’, Stephen Waddington...
Episode 04 – What it means to be the voice of IC
February 27, 2019
The Institute of Internal Communication (IoIC) is the voice of the IC profession – dedicated to strengthening confidence, credibility and community. And on 12 March, the IoIC cel...
Episode 03 – What the State of the Sector report means for IC
February 13, 2019
Episode three lands as Gatehouse’s latest State of the Sector report is published. Katie invites Jenni Field, a tireless, high-profile personality of the IC landscape, to discus...
Episode 02 – What it takes to be an IC leader
January 30, 2019
Even if you’re only vaguely familiar with internal communications, Katie’s guest in episode two will no doubt be a name you recognise. In a career spanning 30 years, Russell G...
Episode 01 – How to thrive in IC
January 16, 2019
In the first episode of The Internal Comms Podcast, Katie meets Rachel Miller – a prolific blogger, educator, keynote speaker and one of the most respected voices in internal com...
