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.
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]
Season 3 Episode 2 - State of the Sector
February 19, 2020
Episode 02 - State of the Sector, Kevin McDougall and Andy Macleod - Season 3, ep2 - The Internal Comms Podcast.
Season 3 Episode 1 - The cheerleader for IC
February 5, 2020
Episode 01 - The cheerleader for IC, Chuck Gose - Season 3, ep1 - The Internal Comms Podcast.
The highlight reel – nuggets of wisdom from Season 1 and 2 of The IC Podcast
January 29, 2020
In this special compilation of The Internal Comms Podcast, Katie pulls together her favourite clips from both seasons – recapping conversations that have really resonated as well as those that have provided those all-important lightbulb moments.
Episode 08 - Advocacy in action
December 18, 2019
Episode 08 - Advocacy in action, Keith Lewis - Season 2, ep8 - The Internal Comms Podcast.
Episode 07 - The appliance of neuroscience
December 4, 2019
Episode 07 - The appliance of neuroscience, Hilary Scarlett - Season 2, ep7 - The Internal Comms Podcast.
Episode 06 - Editing organisations
November 20, 2019
Episode 06 - Editing organisations, Mike Klein - Season 2, ep6 - The Internal Comms Podcast.
Episode 05 - Black Belt Thinking
November 6, 2019
Episode 05 - Black Belt Thinking, Sue Dewhurst and Liam FitzPatrick - Season 2, ep5 - The Internal Comms Podcast.
Episode 04 - A Passage to India
October 23, 2019
Episode 04 - A Passage to India, Mark Hannant - Season 2, ep4 - The Internal Comms Podcast.
Episode 03 - The Power of Two
October 8, 2019
Episode 03 - The Power Of Two, Claire Hyde and Louise Wadman - Season 2, ep3 - The Internal Comms Podcast.
Episode 02 - How to start a movement
September 24, 2019
Episode 02 - How to start a movement, Nita Clarke - Season 2, ep2 - The Internal Comms Podcast.
Episode 01 - A check-up with the IC doctor
September 11, 2019
A check-up with the IC doctor, Kevin Ruck - Season 2, ep1 - The Internal Comms Podcast.
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
Listen and learn: insights from 30 years in IC with Jason Etter - ep12 - The Internal Comms Podcast.
Episode 11 - Putting the soul back into Patisserie Valerie
June 25, 2019
Putting the soul back into Patisserie Valerie with Paolo Peretti - ep11 - The Internal Comms Podcast.
Episode 10 - Internal comms at the sharp end - recorded at IoIC live
May 21, 2019
Internal comms at the sharp end - recorded at IoIC live with Martin Fitzpatrick and Matt Batten - ep10 - The Internal Comms Podcast.
Episode 09 - How to win colleagues and influence people
May 7, 2019
How to win colleagues and influence people with Harry Hugo - ep9 - The Internal Comms Podcast.
Episode 08 - The Joy of Work
April 23, 2019
The Joy of Work with Bruce Daisley - ep8 - The Internal Comms Podcast.
Episode 07 - What social purpose (really) means
April 9, 2019
What social purpose (really) means with Mark Davies - ep7 - The Internal Comms Podcast.
Episode 06 – The craft of communication
March 27, 2019
The craft of communication with Henry Normal - ep6 - The Internal Comms Podcast.
Episode 05 – Learning comms lessons from PR
March 13, 2019
Learning comms lessons from PR, featuring Stephen Waddington - ep5 - The Internal Comms Podcast.
Episode 04 – What it means to be the voice of IC
February 27, 2019
What it means to be the voice of IC, featuring Jennifer Sproul - ep4 - The Internal Comms Podcast.
Episode 03 – What the State of the Sector report means for IC
February 13, 2019
What the State of the Sector report means for IC, featuring Jenni Field - ep3 - The Internal Comms Podcast.
Episode 02 – What it takes to be an IC leader
January 30, 2019
What it takes to be an IC leader, featuring Russell Grossman – ep2 – The Internal Comms Podcast.
Episode 01 - How to thrive in IC
January 16, 2019
How to thrive in IC, featuring Rachel Miller – ep1 – The Internal Comms Podcast.