Freight Flock’s Director of Social on Innovation

Bob Wolfley has worn many hats: Content material creator. Social media supervisor. Model supervisor. Senior director of marketing campaign technique. Director of social and partnerships. Unicorn.

His curiosity and skills in social emerged early. Wolfley factors to the nostalgic days of web angst for a lot of: MySpace. Writing emo poetry on MySpace notes revealed a ardour for artistic writing. His ardour led him to incomes a level in promoting and launching social media accounts for brand spanking new chapters of his worldwide fraternity, Phi Delta Theta.

In 2012 whereas working and touring for Phi Delta Theta Basic Headquarters, he launched The Touring Unicorn, an Instagram account documenting his journeys—however in a unicorn masks. His artistic priorities shifted from managing The Touring Unicorn account to his profession when he joined MeUndies. However he’ll all the time be a unicorn at coronary heart, whether or not he’s posting or not.

In 2014, Wolfley joined MeUndies as a buyer expertise specialist the place he talked to strangers about their underwear, a catalyst to launching his formal social profession. At MeUndies, Wolfley turned the corporate’s first Social Lead, finally changing into Model Supervisor. He was additionally a director for Ubiquitous, an influencer advertising company, and Canoo, an electrical automobile startup. He’s at the moment the Director of Social Media and Partnerships at Flock Freight.

However throughout all of those profession milestones and titles, a standard thread emerges with regards to Wofley’s perspective: disruption as a path to skilled and model evolution.

I spoke with Wolfley to study extra about his profession and the significance of disrupting industries to uncover revolutionary alternatives. We talked about his method to advertising by means of content material just like the F*#@load marketing campaign, making a case for dangers on social and his views on innovation, like synthetic intelligence.

Why is disruption vital to you and why is it so related at this time?

Disruption comes from innovation. If we don’t have innovation, there’s complacency and stagnation. It’s vital to me to search out profession alternatives that align with my very own private mentality and perspective towards creating.

I need to guarantee these are related or working parallel with one another since you all the time should entry that stability in social media. If we publish the identical type of content material for 3, to 6, to 12 months, what carried out the prior month or quarter won’t carry out the identical at this time. You need to keep in your toes and regularly contemplate what you are able to do in another way. What are the developments? What are the totally different codecs that we will use to have interaction group or produce content material?

That every day disruption contains the issues we will implement to maintain getting higher and join increasingly more with our followers and group.

Your mantra of disruptive innovation is proven in Flock Freight’s latest F*#@load marketing campaign, which options an unlikely nostalgic spokesperson. Why Steve from Blue’s Clues for the F*#@load marketing campaign?

One factor of selecting expertise was information on our audience. We’ve two major segments: Millennials and Child Boomers, procurement or provide chain logistics positions at manufacturers, and the precise carriers, drivers and logistics corporations who’re hauling the freight.

We needed to have somebody [our 35-45 year-old audience] would acknowledge. At first, we had been considering extra of an investigative journalist from Dateline or 20/20.

We tried reaching out to these investigative journalists, however most had been underneath contract with reveals—a lot of which had been slightly extra conservative and didn’t approve of the quantity of cursing in our marketing campaign scripts.

However, we couldn’t reduce [the cursing] out. Even with the bleeps, we needed to roll with the artistic idea as a result of we believed in it a lot. With our artistic companions, we went again to the drafting board considering by means of different investigative-type personalities on the market, and Steve from Blue’s Clues was a kind of choices.

I wasn’t the individual that got here up with Steve, however after I heard the concept I knew it had legs as a result of we may achieve this way more on social media. There was extra attain and notoriety. And it positively got here by means of with the outcomes of the marketing campaign, the response and the general sentiment.

A 12 months previous to the F*#@load marketing campaign, Steve Burns got here again into the limelight out of nowhere. I believe all of us keep in mind that second. I used to be even a kind of guys who thought Steve Burns died.

For people who acknowledged Steve Burns, including within the cursing factor had shock worth. There have been some those that didn’t acknowledge him, however once they did, it was the proper shock and delight second for viewers.

Flock Freight’s Truck Cease Talks and People of Trucking present a glimpse into the lives {of professional} freight drivers and not one of the interviews are scheduled.  Are you able to elaborate in your method to advertising in a novel manner?

Consider Flock Freight like a market. We’re bringing carriers and shippers along with our patented shared truckload know-how that rideshares freight on empty truck trailer house. We work with some actually cool manufacturers, however we will solely achieve this a lot in a co-marketing with these corporations that ship with us. After we go that route, we’re speaking loads about [Flock Freight]: the outcome the shippers skilled, the partnership and the advantages that our know-how unlocks for these shippers.

However let’s be sincere, that’s a variety of us speaking about us. These case research are very worthwhile for Flock Freight however on social, speaking about ourselves on a regular basis doesn’t resonate. So as to differentiate and convey a recent method to our social technique, we did evaluation of all the opposite gamers (friends and rivals) within the logistics and provide chain house. Some trucking corporations acknowledge drivers in sure methods, however they don’t do deep storytelling. On this area of interest, there are on-line communities like Fb Teams and sub Reddits the place carriers {and professional} truck drivers discuss to one another. Whereas analyzing these, a number of themes got here out that gave us perception to go this fashion.

In these on-line communities, carriers and drivers trade tales and experiences, good or unhealthy banter and confide with one another about day-to-day challenges and the professionals and cons of the occupation. Moreover, we realized the typical individual not in logistics or transportation major interactions with truck drivers are on the highway and their notion is detrimental as a result of it’s usually associated to a semi-truck of their manner or slowing them down.

However there’s a human behind that wheel in cab of that semi truck. They’ve a narrative. They’ve a household. They’ve challenges, pursuits and hobbies most individuals don’t learn about. The entire essence of Truck Cease Talks and People of Trucking is to humanize skilled truck drivers, present appreciation for his or her hardships and experiences—the issues they do to maintain the complete provide chain transferring. Something and every thing [consumers] have of their home or workplace was on a truck in some unspecified time in the future.

These insights confirmed us we had a possibility to inform these tales in a enjoyable, but significant manner. There’s a mixture of tones, which we love as a result of there’s alternatives for truck drivers to narrate once they discover and devour this content material.

Even for folk outdoors of our business, individuals can all the time relate to—or discover inspiration, training, and worth from—human tales.

Many B2B manufacturers are involved about proving the ROI of social. How can social groups and advertising leaders make a case for larger dangers?

There is no such thing as a silver bullet to getting buy-in for dangers—huge or small.

It’s all about taking insights and in case you lead with insights, you’re already headed in the precise route. Insights are the cornerstone to the inspiration for social media technique and content material pillars. For brand spanking new content material or dangers, monitor the early indicators, like engagement, however qualitative indicators are simply as vital, too. With a mixture of each quantitative and qualitative optimistic indicators, these can provide the permission to for comparable sorts of content material or ways.

I consider professionals working B2B corporations usually get in their very own manner, overcomplicate how they market their services or products and suppose as a result of they’re B2B, they should be buttoned up and solely go to market a sure manner. I noticed this easy put up from Jacob Shipley on LinkedIn and he captured my considering completely: “Doesn’t matter in case you’re B2B, doesn’t matter in case you’re B2C, we’re all in P2P, individuals to individuals.”

I don’t know who wants to listen to this however natural social’s major function within the funnel, is the highest – consciousness. Will Vans Cease Talks or People of Trucking convert a brand new shipper or service to work with Flock? That might be superior, however in all probability not. Nevertheless, it permits us to step outdoors of the “convention bore core” that almost all B2B corporations get caught in and faucet into emotional storytelling, which might be so highly effective by way of model consciousness and recall.

Going again to Jacob Shipley, it’s about individuals to individuals. Irrespective of in the event that they’re working in a enterprise, searching for a brand new provider or a vendor, in case you’re in a position to market to them as an individual, you’re already going to be effectively forward of the competitors. That’s included within the layer of dangers that we’re taking, huge or small.

The last word objective is to create social media content material that gives worth to the tip viewer or shopper and utilizing emotional storytelling—that’s what individuals join with. Inside social, it’s important to study quick. You need to perceive what early indicators occur and leverage or weigh them.

I believe again to constructing the Touring Unicorn to a fairly large account within the early days of Instagram, I acknowledged these indicators shortly. I examined and experimented loads with the Touring Unicorn, MeUndies and Canoo. All of the wins and learnings from these experiences has given me the insights and confidence to proceed to take dangers.

Are you able to communicate to balancing quantitative and qualitative information when sharing insights with social groups?

Sure, metrics are nice, however you want layers. I believe follower progress, impressions after which the well being of these impressions primarily based on engagement fee ought to all the time [be considered, but don’t harp on them].

Generally you’ll have a kind of posts the place you’re like, “That is going to crush. We nailed the artistic.” That put up goes reside and 24 hours later it’s manner under efficiency expectations, however there may be a sign or two inside it that offers you some concept to maintain going.

There may very well be a remark that basically touched any individual. Each time there’s a remark with that optimistic sentiment, there’s in all probability a handful (if no more) of those that thought the identical, however they simply didn’t remark.

You all the time should have that stability between quantitative and qualitative information with any type of social reporting. It’s actually powerful in any facet of promoting to not fall into paralysis by evaluation.

Don’t overcomplicate it. Return to your intestine perception. Give it extra time, or do one other check to see in case you get comparable [results] or make some tweaks for the subsequent piece of comparable content material.

For the Steve Burns marketing campaign, we had a variety of quantitative metrics we had been monitoring, however the validation and success of the marketing campaign actually got here from the qualitative metrics, primarily the feedback and shares and the sentiment inside these feedback and shares.

I’d be mendacity to you if I stated previous to the marketing campaign launching that we didn’t ask ourselves the questions, “Is that this an excessive amount of? Is that this going to land with our viewers?” However what gave us that enhance of certainty that it was sharing the artistic with all Flock’s groups to get suggestions, and naturally management was a kind of groups. I want I used to be in these govt management group conferences when our chief advertising officer was sharing the scripts after which finally the ultimate movies. It could have been nice content material capturing these conversations and reactions.

What different recommendation would you’ve gotten for advertising leaders with regards to making a social presence?

People who find themselves in social media management positions have been within the recreation for a very long time they usually all began someplace. They began on Instagram, Vine and Fb for corporations within the early days.

As you degree up, you begin to get extra faraway from the trenches. Social buyer care, group administration and social usually is altering each freaking day. Options, developments, leverage platforms—don’t take away your self from these trenches, or else social media goes to go away you behind.

My recommendation for individuals in social media management positions can be to proceed consuming social media, saving superior campaigns, effervescent up developments and fascinating with their group. Preserve your ear to the bottom of what’s taking place.

Additionally, whether or not it’s in your private account or a burner account of some kind, nonetheless be on the market creating as a result of that’s the place you possibly can check and study essentially the most. Then you possibly can apply what you realized to your model’s social media technique.

In social, you possibly can solely management what you set on the market. You may’t actually management the way it performs due to the algorithm, what’s in your follower’s feeds that day, and so forth. On the finish of the day, put your finest foot ahead with the issues you possibly can management, technique, artistic manufacturing, and so forth.

If the content material is predicated on insights, brings your followers worth and it’s pushing your model ahead, then hit that “put up” button.

What recommendation would you give to social media managers who’re within the trenches managing these subtle social presences?

Social media by no means sleeps. So then you definitely suppose social media managers by no means sleep, however I might reap the benefits of the chance of working in social. Social media ought to be enjoyable and it ought to be social.

Do your sweeps, plan your content material, experiment.

Once I inform individuals I work in social media, individuals will say I’m on Instagram, TikTok and Twitter all day. And I’m and I study one thing new on daily basis. This house doesn’t decelerate and it’s enjoyable!

At instances social media might be overwhelming and exhausting. I nonetheless have these days even with at the moment managing the smallest viewers I’ve managed in my profession to date. Benefit from your notifications settings, leverage the options so that you don’t go loopy and handle expectations along with your supervisor for if you’re on and offline. It’s the very small, granular issues that may give you longevity with a profession in social media.

When you create these expectations along with your supervisor or group, you’re in a position to disconnect. It’s a grind and all of us have skilled social media dopamine. One thing performs very well, it’s the best excessive. Two days later, one thing doesn’t carry out, it’s the bottom low—however that cycle goes to proceed it doesn’t matter what.

That’s why I maintain saying don’t over sweat metrics or else you’re simply going to drive your self loopy and hate working in social media.

You’ve worn many hats. How have you ever navigated the totally different challenges in these numerous roles? How did you acknowledge your wins and areas of enchancment?

Throughout all of those industries, I’ve all the time needed to do issues in another way. Once I got here into these industries—underwear, automotive, freight and logistics—they had been ripe for disruption.

In underwear, the one gamers on the time had been Victoria’s Secret and Calvin Klein. MeUndies was doing one thing in another way with their males’s underwear subscription. There was a possibility to market in another way. As a substitute of over-sexualized content material and imagery, there was a possibility to market by creating group and connection by means of physique positivity and a brand new type of confidence. The electrification and digitalization of automobiles created the chance to be totally different there as effectively.

That’s how I determine what manufacturers I work for. If a model desires to be within the sea of sameness, I’ll cross on using that boat.

One thing else I’ve realized all through my profession irrespective of the corporate or business: you must present worth on social media to your ideally suited or present followers. And that’s not by being like everybody else. That’s how I’ve been in a position to navigate and discover success.

I’ll admit, all the time desirous to strive one thing totally different isn’t straightforward and creates challenges. There’s a studying curve for each business and I really like the problem to study the ins and outs as shortly as attainable. Once I’ve modified industries I ask myself: How shortly can I perceive this house, the ache factors, the advantages and the worth my new firm group affords, and so forth?

Social already strikes quick and with applied sciences like synthetic intelligence (AI), issues are altering even faster. What’s your recommendation for constructing a sustainable profession in social?

Be prepared for change and embrace it. There are instruments on the market that may assist you to be extra environment friendly. AI is a kind of, in a wide range of capacities.

AI is just like the dishwasher or washer in our properties. Consider all the time you save not washing dishes or garments by hand. Due to these instruments, you are able to do extra impactful issues as a result of these instruments are in a position to do issues a bit extra shortly for you. That’s how I’m fascinated with AI.

There’s all of the dialog about AI taking jobs, however I believe it’s additionally going to create a variety of jobs. I consider there’ll all the time be a human factor to social media, however the business will leverage AI like an assistant or instrument. Social professionals ought to be prepared to check and embrace instruments of innovation that make them extra environment friendly to allow them to concentrate on the extra impactful issues.

For instance, within the social sphere, take into consideration managing social media with out Sprout—scheduling posts, listening, all of that. [Sprout] is a instrument that makes life a lot simpler for somebody in social and I believe AI goes to do the identical.

To study extra about navigating your profession journey, learn our information on what it takes to construct a long-term profession in social, primarily based on recommendation from three social media executives.