In this episode, Dean Pe'er, Head of Product Marketing at Entitle, joins Maria and Gianna to discuss his viral meme.

Several months ago, Dean posted a meme on LinkedIn about admin privileges, which promptly went viral. Within four days of the meme being posted, it had acquired over 130,000 reactions, 4,000 LinkedIn page visitors, and two demo requests. The meme was created around the time that King Charles was coronated, so the content was timely. It contains a picture of King Charles in full coronation regalia, and the text reads, “When IT finally approved the admin privileges you asked for 30 years ago.” [view the posted meme here]

During the podcast, Dean shares how he arrived at the idea for the meme. He realized how big of a deal the coronation was for so many people and decided it was an opportunity to do something that might resonate with people in the security industry. It took him about 25 minutes to find the picture, write the copy, and publish the post on social media. Dean discussed the fact that many companies may not allow an employee to post something so impulsively because they feel it is not brand-safe or consistent with their corporate voice. This, Dean identifies, is the largest gap between small startups and large enterprises. At Entitle, he did not encounter any hurdles, politics, opinions, or red tape regarding social media posts, and has been fully supported by the executive team at the early-stage startup.

Dean shares advice for podcast listeners looking to get into the meme game. To make impactful memes, you should first find a topic that many people can relate to. If it’s too “salesy” or overtly focused on your own product or brand, it will likely not resonate with people outside of your organization. Timeliness is also important, as exemplified by Dean taking advantage of the major event of the coronation in his own work. Marketers won’t want to miss this episode, as Dean also sheds light on the best platforms for posting memes if you’re part of a small-scale startup like Entitle. Shifting gears, Dean explains his role of solo-marketer at the company. He finds that not having a team is challenging, but can also be rewarding. His challenges have been lessened by finding the best independent contractors within Israel’s small network. Finally, our guest and hosts engage in a fun guessing game to reveal what career Dean would pursue outside of the cybersecurity marketing field.

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