Episode 147 – Social Proof with guest Michael Goldstein: Why brands and agencies need to build ideas outside the office walls

Episode #147. Social Proof is the technical topic featured in this episode as we delve into the benefits of collaborating, trialling and testing with consumers and influencers in real-time and how to get started with social proof to help build communication ideas, propositions, campaigns and products. And the all-important internal buy-in and confidence for concepts and much more…    Abby's guest in this episode is Michael Goldstein, founder of Fragment, a comms strategy led agency that drives growth through helping brands capitalise on the chaos of modern marketing. Previously he was global head of communications strategy at DDB, and before that held leadership roles at Mccann, R/GA and The &Partnership.    In this episode, Michael shares his definition of Social Proof, why marketers should build ideas out in the world and how to get started with testing. Plus examples of integrating social proof to shape creative campaigns and working with influencers.    Plus his career highs and lows and advice for marketers of tomorrow.    00:00:00 Welcome and Introduction to Social Proof  00:02:58 Defining Social Proof  00:04:03 Traditional vs Collaborative Process  00:06:32 The Rapid Nature of Cultural Changes  00:08:07 Testing and Iteration in Marketing  00:09:40 Challenger Brands and Flexibility  00:10:26 Consumer Product Brands and Creators  00:12:18 Building a Feedback Loop  00:17:30 Using Social Proof in Agency Work  00:19:11 Case study: Repositioning a Brand  00:21:35 Cultural and Emotional Impact  00:24:16 Community-Built Brands  00:25:43 Embracing Chaos in Marketing  00:27:11 Career Highs and Lows  00:31:21 Advice for Future Marketers    Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn Guest: Michael Goldstein | LinkedIn   The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com