Social Pros Podcast

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What does it take to turn social media into a serious business driver for B2B companies? Chris Hackney, Chief Product Officer at Meltwater, joins the show to unpack how his team connects social engagement to pipeline and revenue. In this episode, we dive into Meltwater’s approach to content strategy, channel differentiation, and analytics that prove impact across the funnel. Chris also shares how his team structures workflows, leverages influencer voices, and balances brand personality with professionalism in a global enterprise.

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Chris joins hosts Zontee Hou and Jennifer Harmon on this episode of Social Pros to share how Meltwater’s social media strategy drives real business outcomes, especially in the B2B space. He breaks down how the team maps social content to different stages of the funnel, tailors messaging by channel, and uses data to prove the impact of social on both awareness and pipeline. Chris discusses how Meltwater’s global team balances centralized governance with regional execution, and how they tap into employee voices and influencer partnerships to expand reach and relevance.

Chris also shares lessons from recent initiatives like their Meltwater Champions program, and explains why social media teams should think more like editorial hubs than traditional marketing arms. Chris reflects on the rise of AI in social workflows—calling it “in its toddler phase”—and urges marketers to stay curious as the tools mature. He also shares his take on where social apps are headed next, predicting even deeper tribalism and fragmentation across platforms. All that and more on an all-new episode of Social Pros!

In This Episode:

1:50 - Protecting your brand and earn back trust in the face of disinformation
6:02 - Opportunities for AI in marketing and communications
10:56 - Chris's advice for success in human team members meeting AI technology
14:41 - How to connect one-to-one when platforms are constantly changing
17:51 - How Chris manages which platforms to invest time, energy, and money into
20:12 - Using tools like media intelligence to stay on top of trends
22:34 - Producing a framework to keep on top of the things you need to know, and how to empower your team to react in real time
31:24 - Chris's advice for aspiring social pros

Resources:

Connect with Chris on LinkedIn
Visit the Meltwater website

Visit SocialPros.com for more insights from your favorite social media marketers.

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How do you build a higher education brand that feels personal, relevant, and rooted in real-world value? Jermaine Peguese, Owner and Lead Strategist of EJST Marketing, shares how his team taps into authentic storytelling, community conversations, and industry voices to connect with today’s learners. From launching content series like Next Pulse at Nexford University to shaping market strategies with startup agility, Jermaine shows how higher ed marketers can think big, take risks and challenge the status quo.

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Jermaine joins host Zontee Hou on this episode of Social Pros to explore how marketing in higher education can be reimagined by leaning into authenticity, community, and social influence. Jermaine and Zontee discuss how today’s students aren’t just looking for facts, they’re also looking for real voices they trust and want to see themselves in the stories being shared. Whether it’s through expert-led content like Nexford’s Next Pulse series or conversations in online forums, Jermaine shows how the most powerful messages come from relatable, human experiences.

He also shares how his time at Uber shaped his fast-moving, test-and-learn mindset, and why marketers should stay open to bold ideas— even late in the quarter. When entering new markets, Jermaine emphasizes the value of doing the groundwork: understanding your audience, and building a smart media mix that puts your message in the right places. It’s not about being perfect; it’s about being real, being thoughtful, and being ready to take a few smart risks, because that’s where breakthrough moments happen.

In This Episode:

1:55 - Disrupting the traditional space of higher ed marketing
6:27 - Building a unique brand voice in the higher ed space
8:45 - How Jermaine's team has catered to non-traditional learners
11:51 - How to identify core customers
15:39 - How Jermaine thinks about data collection and customer research as an ongoing practice
18:52 - Using AI in the traditionally AI-adverse higher ed space, and how AI can help marketers in this moment
23:59 - Tapping into communities, social groups and others influencing prospective students
29:22 - Lessons from Uber, and what higher ed can learn from the startup world
31:48 - Solving problems when moving into a new marketing space
37:16 - Jermaine’s advice for aspiring social pros

Resources:

Connect with Jermaine on LinkedIn
Follow EJST Marketing on LinkedIn

Visit SocialPros.com for more insights from your favorite social media marketers.

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How do you turn a nonprofit’s mission into a heartwarming and impactful social media experience that resonates and inspires action? Virginia Chavez, Content Manager at PetSmart Charities, joins the show to share how her team uses authentic storytelling to inspire and build community around pet adoption. She explains how they tailor content by platform, foster meaningful engagement, and prioritize stories that reflect their values. Virginia also emphasizes the power of collaboration, showing how relying on your team can turn big, ambitious ideas into impactful, resonant content. This episode also features a bonus interview with Jenny Force, Global VP of Demand Generation at Meltwater, who speaks with Zontee about their recent Meltwater Summit.

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Virginia joins host Jennifer Harmon on this episode of Social Pros to share how her team at PetSmart Charities uses storytelling to spotlight their mission of keeping people and pets together. She dives into the creative strategy behind their “11 millionth adoption” campaign—framed like a reality dating show—and how it was tailored differently for each major social media platform. Virginia also explains how collaboration, pre-planning, and staying true to the brand’s authentic voice help their content resonate across audiences. She and Jennfier discuss the importance of bringing others into the creative process early, and relying on your team for feedback, support, and ideas that make the work stronger. It’s an inspiring look at how social teams can turn mission-driven content into powerful, heartwarming stories that drive real-world impact!

Then, host Zontee Hou sits down with Jenny Force, Global VP of Demand Generation at Meltwater, to discuss key takeaways from the 2025 Meltwater Summit. She shares the top trends shaping marketing and PR today—including AI, agility, brand authenticity, influencers, and misinformation—and explains how brands can stay ahead by using data, embracing collaboration, and leaning into strategic experimentation.

In This Episode:

3:21 - PetSmart Charities and their mission
5:46 - Virignia's role as Content Manager
7:42 - Balancing hybrid roles in digital and social
11:40 - Balancing efficiency and automation while still humanizing the brand
15:02 - How to secure employee & executive participation for social
20:40 - The reality show-like 11 million adoptions campaign
26:29 - Successful pre-production to help campaigns thrive
28:38 - Taking the leap on ambitious ideas
31:05 - The importance of collaboration in all types of storytelling
33:56 - PetSmart Charities' social strategy described in one sentence
34:31 - How authentic social media work fits into big-picture brand strategy
38:10 - Andy’s advice for aspiring social pros
41:40 - Interview with Jenny Force of Meltwater

Resources:

Connect with Virginia on LinkedIn
Visit the PetSmart Charities website
Follow PetSmart Charities on TikTok
Follow PetSmart Charities on Instagram

Visit SocialPros.com for more insights from your favorite social media marketers.

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How can marketers harness AI to improve their strategy while also staying irreplaceably human? Andy Crestodina, co-founder and CMO of Orbit Media Studios, joins the show to explore the real-world applications (and limitations) of AI in content marketing. From using AI for gap analysis and persona development to identifying the skills machines can’t replicate, Andy shares actionable advice for marketers at every level of AI maturity.

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Andy joins hosts Zontee Hou and Jason Keath on this episode of Social Pros to chat about how marketers can level up their skills and stay competitive in the fast-evolving world of AI. He shares tactical insights on prompt libraries, custom GPTs, and why automation is the next frontier for marketers looking to work smarter and faster. Andy also explains why peer-to-peer conversations and informal mastermind groups are critical for learning in this space, and are often more impactful than staying glued to industry news. Andy also dives into creativity in the AI era and reflects on how to use AI not for perfection, but as a springboard for bolder, more human ideas.

Perhaps most importantly, Andy challenges marketers to take ownership of their growth, warning against waiting for organizational change and encouraging listeners to build their own intellectual property through tools like custom GPTs. You won't want to miss this all-new episode that's a must-listen for anyone navigating the evolving intersection of technology, creativity, and career security.

In This Episode:

1:47 - AI maturity for marketers and why it's important
5:32 - Knowing the AI proficiency of your team members
8:33 - Using AI to understand our audience better
12:50 - Andy's examples of gap analysis for content creation
15:15 - What AI isn't good at, and why it's important to know the limitations
20:10 - How to improve your SEO by creating content that AI can't
24:43 - How to build and leverage your prompt libraries to get ahead
28:21 - Which FAQs Andy receives are worth asking, and which aren't
32:33 - How effective AI is as a creative partner
36:28 - Andy’s advice for aspiring social pros

Resources:

Connect with Andy on LinkedIn
Visit the Orbit Media website
Subscribe to Orbit Media on YouTube
Check out Andy's book Content Chemistry on Amazon

Visit SocialPros.com for more insights from your favorite social media marketers.

Content Chemistry: The Illustrated Handbook for Content Marketing

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How do B2B marketers build genuine trust across the customer journey? Joel Harrison, Founder of B2B Marketing, shares how leading brands are using thought leadership, influencer partnerships, and creative audio to stand out. From award-winning campaigns to vibrant professional communities like Propolis, Joel offers insights that challenge traditional B2B norms. Tune in for a conversation that redefines what it means to connect in the B2B space!

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Joel joins hosts Zontee Hou and Jason Keath on this episode of Social Pros to explore how B2B marketers can embrace creativity, take smart risks, and reclaim the power of brand. He explains why the industry is shifting toward long-term brand building and trust as key drivers of growth. Joel also shares why bravery is now one of the most valuable qualities for B2B marketers, and how storytelling and strategic thinking are making a strong comeback.

Joel, Zontee and Jason also dive into the growing role of influencers in B2B, the power and resonance of audio content to build emotional connections, and how the best campaigns often come from clear-minded boldness. Joel also reveals how the most effective marketers today are balancing performance with purpose—and even weighs in on which B2C tactics don’t translate to B2B.

In This Episode:

1:48 - The anti-corporate creativity trend
2:26 - Favorite examples of creative anti-corporate campaigns
3:51 - Is there a clear line of going too far with this kind of work?
6:25 - How brands can do better at standing out creatively
8:09 - How organizations can wade into this influencer space by building trust and to coming off authentically
10:08 - How to successfully cultivate thought leadership internally
13:27 - Thought leadership as part of full funnel marketing
15:33 - Why engagement and conversion respond so well to creative content
16:07 - Tactics to get creative campaigns approved by CFOs, CMOs
18:20 - Upcoming trends in the awards submissions space
19:37 - What B2B can learn from B2C
21:30 - Challenges with trust that B2B organizations face
23:20 - The successful use of creative audio in the B2B space
27:36 - Joel’s advice for aspiring social pros

Resources:

Connect with Joel on LinkedIn
Visit the B2B Marketing website

Visit SocialPros.com for more insights from your favorite social media marketers.

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How do you combine the power of creator marketing with performance-driven results? Joseph Perello, CEO of Props, shares how his platform helps brands create content that’s not only authentic but also measurable and effective. From emphasizing credibility to redefining how success is tracked in the creator economy, Joe -- who's also worked with such high-level clients as David Bowie, AAA, and the New York Yankees -- offers insights into making influencer partnerships truly impactful.

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Joseph joins host Hannah Tooker on this episode of Social Pros to explore how the creator economy is redefining influencer marketing and what brands need to do to adapt. Joe breaks down the key differences between creators and traditional influencers, highlighting the pitfalls of the outdated “follower fallacy” and the importance of pairing creator content with paid media to drive measurable results. He also shares how Props is helping brands and creators build trust at scale using AI-powered tools that ensure creator authenticity, compliance, and brand safety.

Joe also reflects on the evolution of viral marketing, the reality of sustaining attention online, and why consistent, data-driven content is more valuable than chasing fleeting hits. Plus, he offers practical advice for aspiring social pros on blending analytical insight with creative instinct to craft effective campaigns. And in a memorable moment, Joe shares his dream video call pick and the heartfelt story behind it. All that and more on an all-new episode of Social Pros!

In This Episode:

1:41 - Joe's career so far and how Props works
6:33 - How Props uses storytelling as its marketing foundation
12:00 - Thinking about creators differently than influencers and how Props measures success
14:17 - Client success stories, from AAA to College Ave
18:04 - The biggest pitfalls in influencer marketing
20:58 - Where Joes sees creator-driven marketing heading next
25:43 - Joe’s advice for aspiring social pros

Resources:

Connect with Joseph on LinkedIn
Visit the Props website

Visit SocialPros.com for more insights from your favorite social media marketers.

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Episode Description How can marketers stay creative while steering clear of legal landmines? Ruth Carter (they/them), attorney, writer, and speaker at Geek Law Firm, joins Social Pros to unravel the legal implications of today’s hottest marketing trends—from AI-generated content to brand collaborations. In this episode, Ruth shares practical guidance on navigating intellectual property, distinguishing between copyright and trademark, and staying compliant without sacrificing innovation. Whether you're experimenting with UGC or working with creators, this conversation is packed with essential legal insights for every marketer.

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Ruth joins hosts Zontee Hou and Sunny Hunt on this episode of Social Pros to unpack the complex legal landscape marketers must navigate in today’s ever-evolving industry. Ruth dives into how marketers and content creators should think about intellectual property, contracts, and copyright issues, especially when AI tools are involved in generating content. They explain why contracts should explicitly address AI use, the importance of transparency in data handling, and how marketers can avoid common legal pitfalls when working with third parties. Ruth also emphasizes the need for proactive data governance, especially in regulated industries, and encourages brands to build collaborative relationships with legal teams from the start — not just as a final approval step. Throughout the episode, they offer clear, actionable advice with their signature wit (jokingly referring to themself as a “professional killjoy”) and deliver one of the most practical tips yet for anyone in a service-based business.

In This Episode:

2:29 - What marketers need to know about protecting IP, and the differences between trademarks and copyright
5:50 - The specific criteria needed in order to trademark
8:34 - Leveraging the IP of others for your own purposes without getting into legal trouble
12:05 - What marketers should have in place in preperation for others to license their content
13:24 - Common mistakes and how people get themselves into trouble with legal
15:02 - Best steps to take when seeing your IP has been stolen and used illegally
18:32 - How AI-generated content relates to copyright
21:04 - Setting expectations and guidelines surrounding AI in third party-created content
22:34 - What Ruth suggests clients have in their contracts regarding AI
24:25 - How to manage confidentiality surrounding AI
26:48 - Being upfront with your audience about data collection
29:49 - Managing expectations and guardrails of compliance and legal
33:02 - How and why marketers often hit a wall with their legal teams
35:38 - Ruth’s advice for aspiring social pros

Resources:

Connect with Ruth on LinkedIn
Visit the Geek Law Firm website
Follow Ruth on Instagram

Visit SocialPros.com for more insights from your favorite social media marketers.

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Is email marketing a thing of the past, or should it still be a key part of your marketing strategy? To coincide with the launch of C&C's new newsletter, The Trendline, on this episode we welcome Robbie Fitzwater, founder of digital agency MKTG Rhythm. Robbie shares his deep insights into how email and one-to-one communication remain the backbone of any successful digital marketing strategy. Robbie also talks about how to "out-human" big competition by blending creativity with technology, and highlights the value of segmentation and personalizing messaging for different customer segments, and also discusses why his team doesn't hire anyone without AI experience in today's world.

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Robbie joins hosts Zontee Hou and Jason Keath on this episode of Social Pros to dive into the ever-evolving world of email marketing, segmentation, and content creation. He shares how brands can use AI and personalization to deliver highly relevant and engaging experiences for different customer segments, while balancing automation with a human touch. Robbie discusses how MKTG Rhythm leverages AI for content creation, from crafting tailored email sequences to generating creative designs for campaigns. He also explains the importance of understanding customer behavior across multiple channels, maximizing content reach, and driving conversions with data-driven strategies. Robbie highlights that while they can't outscale the giants in their space, they can out-human them, bringing a unique, personal touch to their marketing efforts. All that and more on this new episode of Social Pros!

In This Episode:

2:01 - The value of email newsletters and how they're evolving
4:41 - How frequent email newsletters should go out
7:19 - Creating newsletters with thought leaders and unique voices vs. a larger brand, and how to choose which one is right
12:45 - How Robbie guides his clients on the importance of email in their overall marketing plan
15:55 - Robbie's advice on collecting and leveraging customer data through email
19:52 - The importance of SMS and combining it with email
21:45 - Specifics on how to get that additional data and building the consumer profile
24:48 - Great conversion rates on quick-question emails
29:05 - Robbie's advice for catering to each consumer effectively through storytelling, automation and segmentation
35:45 - What MKTG Rhythm is using AI for, and the importance of their team members having AI experience
41:52 - Robbie’s advice for aspiring social pros

Resources:

Visit the MKTG Rhythm website
Follow Robbie on LinkedIn

Visit SocialPros.com for more insights from your favorite social media marketers.

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How can universities harness the power of social media to elevate their institution, engage students, and build lasting communities on and off campus? Geisha Garcia, Executive Director of Social Media at the University of Miami, knows the impact of strategic content, influencer partnerships, and community-driven storytelling. In this episode, we dive into how Geisha's team creates authentic, high-performing content, fosters collaboration with students, and integrates social media into broader institutional initiatives. From student creator programs to major brand activations, Geisha shares how social teams can claim their seat at the table and drive meaningful engagement.

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Geisha Garcia joins host Jason Keath on this episode of Social Pros to share how the University of Miami is redefining higher ed social media through authenticity, collaboration, and strategic content creation. She dives into the impact of student creator programs, how her team balances institutional messaging with relatable social-first content, and why engagement is just as important as content itself.

With brand activations playing a bigger role on campus, Geisha explains how social teams can proactively integrate into broader marketing initiatives—rather than reacting after the fact. She also breaks down the power of influencer partnerships, why micro-influencers often outperform big names, and how community management on TikTok is a game-changer.

Geisha also shares how her team stays ahead by fostering collaboration, testing formats like carousels, and pushing for social’s seat at the table—ensuring it remains a strategic force within the institution.

Stay tuned after Geisha's interview for a conversation with Jason, Zontee and Sunny about Convince & Convert's new newsletter, The Trend Line.

In This Episode:

1:55 - UMiami's social partnerships with other universities
7:15 - Successes and lessons learned from UMiami's TikTok account
8:31 - UMiami's new student creator program and how it operates
15:24 - How Geisha and her team found the current students in the creator program
17:54 - How the student creators benefit from the program
20:30 - The social strategy for UMiami's centennial celebration, and how it's been executed
24:40 - Community management on TikTok
26:05 - Choosing the right partnerships that will resonate with your audience
26:56 - How to correctly collaborate with brands on university socials
29:57 - Geisha’s advice for aspiring social pros
32:30 - Zontee, Jason and Sunny discuss C&C's new newsletter, The Trend Line

Resources:

Follow University of Miami on TikTok
Follow University of Miami on Instagram
Follow Geisha on LinkedIn
Follow Geisha on Instagram
Visit the University of Miami website

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How can B2B brands use original research to drive thought leadership and marketing success? Todd Lebo, CEO and Partner of Ascend2, specializes in helping businesses create data-driven content that builds authority and engagement. In this episode, we dive into the top five marketing trends shaping 2025 and how research can be leveraged to craft compelling narratives. From starting with the executive summary to ensuring insights tell a clear story, Todd shares expert advice on how to make research more impactful and actionable.

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As we close out the first quarter of the year, Todd joins hosts Zontee Hou and Jason Keath to not only explore the top 2025 trends shaping B2B marketing, but to also share insights on the ongoing challenges of unifying data across multiple sources and why marketers need to rethink their martech stacks to stay ahead.

Todd also dives into the role of AI in making data more accessible, how companies can maximize the value of research studies, and why marketers should revisit past ideas as technology evolves. Plus, he highlights the power of frontline marketers in uncovering real, actionable insights—and shares a great story about how a simple conversation reshaped the way a financial tool was marketed.

In This Episode:

AI-Powered Content Marketing: Balancing Quality and Quantity (2:28) Data Point: Only 32% of marketers consider their content marketing strategy very successful, while 55% cite generating traffic and leads as their biggest challenge. Source: Content Marketing and AI Report. Why It Matters: Marketers need to use AI, not just for content creation but also for improving audience targeting and engagement. AI-driven insights can help refine content strategies for better results.
Influencer Marketing Goes Mainstream in B2B (8:16) Data Point: 49% of marketers cite integrating influencer content into a broader mix of marketing tactics as a top trend for 2025. Source: TopRank - 2025 B2B Influencer Marketing Report.Why It Matters: B2B influencer marketing is maturing, and brands that integrate influencers into their full marketing strategy will see greater engagement and credibility.
Scaling Marketing Efforts Through AI-Powered Automation (14:06) Data Point: AI is being used extensively for content creation (37%), social media management (35%), and chatbot automation (25%). Source: The Evolution of AI in Marketing. Why It Matters: AI-driven automation enables marketers to scale their efforts while maintaining high-quality engagement across multiple channels.
The Data Confidence Divide: AI, Authenticity, and Revenue Growth (20:08) Data Point: 46% of marketers confident in their data strategy reported significant revenue growth, while only 15% of less confident marketers saw the same success. Source: Anteriad - 2024 B2B Marketing Outlook: The Data Confidence DivideWhy It Matters: A strong data strategy is a key driver of business growth. Marketers must prioritize data accuracy and AI-driven insights to maintain authenticity and improve engagement.
Data-Driven Marketing: Overcoming Integration Challenges Data Point: 63% of marketers rate their data-driven strategy as somewhat successful, while integrating data from multiple sources remains a challenge. Source: Data-Driven Marketing Trends 2024. Why It Matters: Data is critical for marketing success, but fragmentation hinders performance. Marketers must invest in AI-powered analytics and automation to streamline their data integration.
How to turn data into action (25:46)
Todd's advice for aspiring social pros (32:57)
Who Todd would most want a video call with (33:59)

Resources

Visit the Ascend2 website
Follow Ascend2 on LinkedIn
Follow Todd on LinkedIn

Visit SocialPros.com for more insights from your favorite social media marketers.

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How does the weather influence your daily decisions, from your morning routine to your mood? Randi Stipes, CMO of The Weather Company, understands the profound impact of weather on consumer behavior—and how to harness it for deeper connection and trust with their customers. In this episode, we explore how The Weather Company collects and leverages consumer insights to enhance user experience, inform marketing strategies, and shape content creation. From data-driven storytelling to innovative brand collaborations, Randi shares how her team turns weather-driven moments into meaningful connections.

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Randi joins host Zontee Hou on this episode of Social Pros to discuss how The Weather Channel is using weather data to drive trust with their audience and customers. She explains how weather is the "ultimate contextual accelerant", influencing consumer behavior in unexpected ways (like how a temperature drop in the Ohio Valley can actually boost ice cream sales!)

Randi also shares insights on why B2B businesses need a weather strategy, how The Weather Company is working with content creators to showcase real-life weather impacts, and the brand's partnership with the United Nations on the WeatherKids campaign, a global initiative to inspire climate action through future forecasts.

She also highlights the growing role of social in driving brand authenticity and why every marketer should nurture a strong relationship with their CFO to align strategies and impact -- and gives one of the best answers yet to our "If you could have a video call with any living person, who would it be?" question with a heartwarming story you won't want to miss!

In This Episode:

2:16 - The Weather Company's new brand platform, and the process of rolling it out to achieve their business goals
5:15 - How the brand works with content creators, and how they fit into The Weather Company's ecosystem
7:52 - The different audiences the brand is targeting with their content creator approach
10:38 - How The Weather Channel has changed over the course of its history, and how Randi is preparing her team for the coming evolution of the digital landscape
13:48 - How the brand is thinking about that personalization to give their audience a better expereince
15:52 - Important points for all marketers to keep in mind when building towards registration and ensuring customers see the brand as an ongoing partner in their lives
19:37 - Things that will be really valuable for The Weather Company and all marketers to think about when collecting information about how customers behave so that a better story can be told to them
23:14 - How to think about insights that serve B2B partners, and why every B2B business needs a weather strategy
28:4 - WeatherKids, a joint program with the United Nations Development Program and the World Meteorological Organization.
31:38 - Who Randi would most want a video call with, and the wonderful story explaining why
36:02 - Randi’s advice for aspiring social pros

Resources

Download The Weather Channel app
Follow The Weather Channel on TikTok
Follow The Weather Channel on Instagram
Visit The Weather Company website
Visit The Weather Channel website

Visit SocialPros.com for more insights from your favorite social media marketers.

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How can brands create safer, more engaging digital spaces while maximizing the impact of their social media efforts? Matthew McGrory, CEO of Arwen AI, shares how AI-driven moderation helps brands protect their communities, reduce toxicity, and improve ad performance. In this episode, we explore how companies like Hinge and Formula One teams work with Arwen to safeguard conversations, enhance customer acquisition, and ensure a brand-safe environment. From tackling online abuse to optimizing real-time engagement, Matthew reveals why a cleaner, more positive digital space leads to stronger connections and better business outcomes.

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Matthew joins this episode of Social Pros to reveal how Arwen is transforming online brand safety and engagement through AI-powered moderation. He dives into how brands work with Arwen to track sponsorship sentiment, tackle online toxicity, and create safer, more welcoming digital spaces.

With social media ads reaching new audiences—sometimes unpredictably—Matthew unpacks how AI-driven moderation helps brands reduce harmful interactions and enhance positive ones. He also shares insights on why a clean, positive online environment leads to better ad performance, stronger audience trust, and increased conversions.

Social pros know that engagement is everything, as long as a brand’s digital space feels safe and inviting. Matthew explains how Arwen helps companies automate moderation, ensure brand safety, and turn social media into a place where communities can thrive.

In This Episode:

2:20 - How Arwen works for those in the social sphere
3:04 - What inspired Matthew and his team to create Arwen
5:58 - How social listening has evolved, and how AI is changing it today
9:22 - How these tools help businesses to find more intent-driven comments and sales opportunities
13:36 - How to stay authentic and respond naturally with the use of AI without losing audience trust
18:24 - Some of the recent projects Matthew and Arwen have been working on
22:03 - Arwen's work with the Hinge dating app
27:11 - Matthew's recommendations for tools for identifying real-time social response opportunities
32:14 - Matthew’s advice for aspiring social pros

Resources

Visit Arwen's Website
Follow Arwen on LinkedIn
Connect with Matthew on LinkedIn
Follow Arwen on Instagram

Visit SocialPros.com for more insights from your favorite social media marketers.

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How do you turn brand interactions on social platforms into moments that feel personal, meaningful, and community-driven? Jamie Ray, founder and CEO of Buttermilk, knows the secret lies in nurturing the bond between brands and their biggest fans. In this episode, we dive into how Buttermilk prioritize community-first engagement, helping brands create authentic relationships that go beyond transactions. From amplifying brand love to fostering deep connections, Buttermilk’s approach proves that when brands invest in their fans, the impact is both powerful and lasting.

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Jamie joins this episode of Social Pros to share how Buttermilk is redefining influencer marketing by putting communities first. He dives into why building strong, lasting connections between brands and their most loyal fans is so important—and how Buttermilk helps brands nurture those relationships in meaningful ways.

With TikTok facing a possible U.S. ban, Jamie unpacks what this means for creators and brands, offering insights on how to pivot, protect communities, and stay ahead of platform changes. He also explores the rise of AI influencers, why human connection will always reign supreme, and whether influencers could soon take on the role of creative directors for brands.

Social moves fast, and brands that truly understand their audiences win. Jamie explains how Buttermilk helps brands move beyond transactional influencer marketing to create authentic, long-term engagement that keeps communities thriving.

In This Episode:

2:02 - Large shifts in the influencer space over the last decade, from just a few big influencers to thousands of micro influencers
5:39 - Buttermilk being community first and finding tastemakers in communities
8:05 - How Buttermilk nurtures and grows the relationship between brands and their fans
10:25 - How Jamie advises his clients to get customer insights from their biggest fans
12:33 - The beginning of Jamies' career and the origins of Buttermilk
16:38 - Not getting hyper-fixated on trends in 2025
19:42 - Thoughts and advice on the future of TikTok
22:22 - The flaws of AI influencers in social, and the Gen Z hunger for more real life experiences
24:40 - The democratization of creativity in marketing teams and brands
29:56 - Jamie’s advice for aspiring social pros

Resources

Visit Buttermilk's Website
Follow Buttermilk on LinkedIn
Follow Buttermilk on Instagram
Follow Buttermilk on TikTok

Visit SocialPros.com for more insights from your favorite social media marketers.

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What are the secrets for managing socials of vastly different properties across the Casino & Hospitality space? Tristan Diehl, Enterprise Director of Social Media at San Manuel Band of Mission Indians (SMBMI), speaks with Zontee and Hannah to reveal how her team manages the social accounts for all SMBMI properties (and the various elements within each one) while also ensuring they're fulfilling both customer and client needs.

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Tristan joins this episode of Social Pros to share how she and her team create social content to inspire followers to come out to SMBMI properties, including Yaamava Resort & Casino in SoCal and Palms Resort & Casino in Las Vegas, where guests will have exciting, in-person experiences and create lasting memories.

Tristan discusses using social to change the public's perspective when the property goes through major changes and upgrades. In the case of Yaamava, they've used storytelling and montages to showcase new amenities and entertainment so guests can get a feel for the space before stepping in the resort. With Palms, she and her team were tasked with reviving dormant social media accounts after the property was re-opened under new ownership after several years -- a challenge for even the most experienced social pros.

And now, it's been key to SMBMI to bridge the gap between the properties, while also highlighting the unique qualties of each. Tristan talks about balancing these company needs with the needs of their audience, and finding the perfect trends that will satisfy both.

In This Episode:

3:07 - Tristan shares how she manages social for San Manuel, Yaamava, and Palms, and how the strategy for each property is unique
6:53 - Leveraging FOMO to spark guest excitement for experiences only SMBMI properties can give
9:04 - How Tristan plans content for each of the properties, and how she does her reporting to cater to what followers respond to
11:02 - Balancing the wants of your audience with the wants of your shareholders
15:09 - Betting on an unsure piece of content, and course correcting when something you were hoping was going to hit turns out to misfire
17:32 - Building and upskilling a well-rounded team to expand capabilities
21:13 - Trend work for 2025
25:19 - How to revive long-dormant social accounts
30:22 - Tristan’s advice for aspiring social pros

Resources

Connect with Tristan on LinkedIn
Follow San Manuel (SMBMI) on Instagram
Follow Yaamava on Instagram
Follow Yaamava on TikTok
Follow Palms on Instagram

Visit SocialPros.com for more insights from your favorite social media marketers.

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How do you take a global hospitality brand and make it feel personal, heartfelt, and human? Dannii Ceniceros, Senior Analyst, Global Social Engagement at Hilton, reveals how his team turn trending moments into magical ones. From helping a kitten named Wisp recover safely to gifting a TikTok storyteller their dream trip to London and Paris, Hilton’s social media strategy is all about social listening, staying nimble, and creating authentic emotional connections.

Full Episode Details

Dannii joins this episode of Social Pros to share how Hilton’s social media team stays nimble, leaning into trends and turning them into meaningful moments. He talks about the power of listening to what’s happening online and spotting opportunities to make genuine connections with their audience. Hilton’s approach is all about little actions that create lasting impressions. These efforts don’t just delight current guests, they also catch the eye of future customers, putting Hilton top of mind when it matters most.

We all know social is fast and timing can be everything. Dannii explains how Hilton’s team combines teamwork, social listening, and a clear game plan to act quickly when the moment is right. This approach is not about chasing every trend; it’s about knowing when and how to show up in a way that aligns with your brand’s values. Why? Because it creates memorable moments and magical experiences that feel personal and genuine.

In This Episode:

1:57 - Dannii’s role at Hilton and his team’s creative approach to online trends
3:58 - How Hilton helped Wisp the kitten and turned travel stress into a heartwarming moment
8:31 - ReesaTeesa’s TikTok journey and Hilton’s thoughtful response
12:04 - Why speed and nimbleness are key in social media
12:54 - Using social listening tools to identify opportunities
14:15 - The importance of a vetting process for social initiatives
15:52 - Leveraging data to overcome leadership resistance
16:42 - Leadership’s focus on aligning initiatives with Hilton’s values
17:46 - The story behind Hilton’s viral TikTok trend
20:25 - How defined processes drive Hilton’s success on social
22:44 - The Wicked-inspired rooms and their overwhelming success
27:18 - Dannii’s advice for aspiring social pros

Resources

Connect with Dannii on LinkedIn
Follow Hilton on Instagram
Follow Hilton on Threads
Follow Hilton on TikTok
Follow Hilton on X
Subscribe to Hilton on YouTube

Visit SocialPros.com for more insights from your favorite social media marketers.

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What does it take to refresh a global brand like Lululemon? Ravi Hampole, SVP of Global Brand Creative, returns to Social Pros to reveal how the team has been working on a brand new identity for 2025 that connects products, people, and stories in a way that feels uniquely human. From their three core pillars to balancing authenticity and inclusivity, Ravi shares what it means to build a brand that truly moves.

Full Episode Details

Lululemon’s new brand identity is more than just a refresh. It’s a statement about who they are and the stories they want to tell. At its core is the belief that movement goes beyond physical performance; it’s also about emotional and mental well-being. Whether it’s the energy of a run, the serenity of yoga, or simply feeling present, Lululemon's approach focuses on connecting with people on a human level.

During his conversation on Social Pros, Ravi shares how the brand uses storytelling to bring this philosophy to life. At the heart of this evolution are three guiding principles: Honest, Playful, and Vibrant. These pillars shape everything from campaign visuals to social media content, ensuring that the brand resonates with audiences on a personal level. Whether it’s through light-hearted social media challenges or bold, energetic visuals, every piece of content is designed to inspire joy, movement, and a sense of belonging.

Ravi also highlights the importance of authenticity and inclusivity in shaping Lululemon’s global presence. By working with ambassadors who bring their own unique practices and perspectives, the brand ensures their message feels genuine while reflecting the diverse communities they serve. As Lululemon continues to expand, balancing cultural sensitivities and staying true to their values remains a key focus.

In This Episode:

1:42 - Ravi shares what excites him most about Lululemon’s new brand identity and its focus on how products and movement make people feel
4:00 - How storytelling bridges the gap between product design and brand identity, with a focus on community connection and authenticity in campaigns
5:30 - The three pillars of Lululemon’s new brand identity: Honest, Playful, and Vibrant
9:31 - Ravi explains the balance between authenticity and brand alignment when working with ambassadors
15:18 - The evolution of Lululemon’s approach to inclusivity and representation, from showcasing diverse stories to navigating the challenges of global branding
22:42 - How Lululemon evaluates creative ideas to ensure they align with brand values and cultural sensitivities
27:27 - Why training and experience have made Lululemon’s team more confident in tackling sensitive topics and balancing inclusivity in campaigns
29:15 - Ravi’s advice for aspiring social pros

Resources

Visit Ravi’s Website
Follow Lululemon on Instagram
Follow Lululemon on TikTok

Visit SocialPros.com for more insights from your favorite social media marketers.

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Building a successful influencer program isn’t just about campaigns. It’s about connections. On this episode of Social Pros, Kara Salazar, Senior Influencer Marketing Specialist at Southwest Airlines, takes us behind the scenes of their thriving influencer program. From truly understanding each influencer’s unique style to bringing them together for face-to-face events like Creator Day, Kara reveals the secrets to creating campaigns that feel genuine, build trust, and deliver results.

Full Episode Details

For Kara Salazar, success in influencer marketing starts with building genuine connections. Since joining Southwest Airlines in 2022, she has focused on creating a program that prioritizes trust and authenticity. Kara doesn’t just work with influencers—she makes an effort to know their names, handles, and what makes them unique. This personal touch has turned their influencers into loyal brand advocates who go above and beyond for Southwest.

It’s not just about connections; it’s about communication. Kara explains that every influencer is different, works differently, and has unique needs. She creates space for honest, two-way conversations, often through feedback sessions designed to refine how they collaborate. These sessions allow influencers to share what works best for them—whether it’s receiving a detailed brief or a more visual guide—and ensure that every campaign feels tailored to their strengths. By listening, adapting, and making these adjustments, Kara builds trust and creates partnerships that don’t just work—they thrive.

Kara’s vision for Creator Day has also been transformative. This annual event brings influencers and the Southwest team together in person to strengthen bonds and gives influencers a deeper understanding of the brand. These face-to-face moments have turned Southwest’s influencer program into a true community, delivering campaigns that feel authentic and meaningful.

In This Episode:

1:29 - Kara’s role at Southwest Airlines and the origins of their influencer program
3:35 - Rebuilding the influencer program after COVID and proving its value to leadership
5:07 - How Kara measures the success of influencer campaigns
6:21 - Finding influencers who align with Southwest’s brand and reflect their diverse audience
8:22 - Building genuine relationships with influencers by getting to know them personally
10:23 - The importance of feedback sessions and tailoring briefs to individual influencer styles
12:12 - Southwest’s Big Flex campaign and integrating influencers into large-scale marketing efforts
13:32 - Bridging the gap between marketing teams to scale influencer campaigns
16:08 - Kara’s advice for navigating different goals between internal teams and influencers
17:47 - Experimenting with short-term affiliate campaigns to track direct revenue from influencers
20:44 - The story behind Creator Day and how it strengthens bonds with Southwest’s influencers
21:41 - How Southwest uses influencers to test new platforms like TikTok before launching as a brand
25:03 - Kara’s advice for aspiring social pros

Resources

Connect with Kara on LinkedIn
Follow Southwest Airlines on TikTok
Follow Southwest Airlines on Instagram

Visit SocialPros.com for more insights from your favorite social media marketers.

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As it’s Thanksgiving week, we’re taking a moment to look back at one of our favorite episodes with Bennie F. Johnson, CEO of the American Marketing Association. In this conversation, Bennie breaks down how AMA supports both academics and practitioners, shares his perspective on AI’s ethical and legal challenges, and even explains why LinkedIn is his platform of choice. Most memorably, he highlights why he believes marketing is equal parts art, science, and magic.

Full Episode Details

The American Marketing Association is probably an organization you’re familiar with, and in this episode, we welcomed none other than the CEO himself, Bennie F. Johnson, for a fantastic conversation. Bennie shares some background of AMA and how it supports those on the academic and practitioner side of marketing.

We hear his thoughts on AI and the ethical and legal considerations that marketing pros need to know about – some of which differ by state and country. Bennie also explains why LinkedIn is the platform of choice for his personal brand and AMA.

Bennie shares his advice for the future marketing leaders out there, and we chat about why marketing today doesn’t just belong in the creative realm. There’s also a science to it (with a dash of magic too). He outlines how marketing pros can communicate the value of marketing to a wider organization, the importance of taking risks, and his advice for the Social Pros community.

In This Episode:

1:08 - How the American Marketing Association supports the marketing community
4:58 - Why marketers need communities more than ever
7:28 - How marketers can embrace AI
11:00 - What marketers need to know about different privacy regulations
13:13 - Balancing communication with community members
17:24 - How Bennie speaks to future marketers
20:38 - How marketers can communicate their value to a wider organization
24:46 - Why risk and curiosity are key to marketing
29:37 - Leading authentically in marketing
31:23 - Bennie’s one tip for those wanting to become a social pro

Resources

Join the Social Pros community on LinkedIn
American Marketing Association
Connect with Bennie on LinkedIn

Visit SocialPros.com for more insights from your favorite social media marketers.

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Managing social media for 275 locations might sound like a daunting task, but for Dogtopia, it’s a chance to connect with dog lovers everywhere. Toni Teplitsky, Senior Director of Marketing, reveals how her team keeps content fresh, local, and heartfelt—while staying true to their playful brand. From leveraging AI to embracing the power of real, raw storytelling, Toni shares what it takes to stand out in a world full of adorable dog content.

Full Episode Details

Dogtopia’s social media isn’t just about cute dog photos (though there are plenty of those). With 275 locations across North America, Toni and her team have mastered the art of balancing efficiency with heartfelt storytelling.

At the core of their success is authenticity. Whether it’s showcasing dogs having the time of their lives with “canine coaches,” celebrating local flair with events like Halloween parades, or capturing raw, unfiltered moments of joy, Dogtopia’s content feels personal and genuine. It’s not about polished perfection—it’s about showing the real, messy, lovable lives of dogs and their humans.

Recycling content is another key ingredient in their strategy. Instead of constantly churning out new material, Toni’s team leans on high-performing posts from the past, giving them new life and introducing them to fresh audiences. As Toni explains, not every follower sees every post, so why not highlight what already works? This approach keeps their message consistent and their content machine running smoothly.

With a clever mix of repurposed content, local insights, and emotional storytelling, Dogtopia proves that standing out in the crowded world of dog content doesn’t mean reinventing the wheel—it just takes a little creativity and a lot of heart.

In This Episode:

2:51 - Tackling social media’s constant changes to stay relevant
4:10 - Balancing Dogtopia’s corporate brand with local franchise voices
6:12 - How AI helps Dogtopia tweak posts at scale without losing its unique brand voice
7:40 - Creating platform-specific content and why speaking to each platform’s strengths is key
8:54 - Feeding the content machine: why UGC and raw, authentic content are outperforming polished professional shoots
11:19 - Ensuring Dogtopia’s content breaks through in a sea of dog-focused content online
12:35 - Recycling content: why repetition strengthens your message
14:32 - Making life easier for franchisees: how Dogtopia creates ready-to-use campaign toolkits
16:01 - Messaging that connects with pet parents at every stage, from first-time dog owners to seasoned pros
17:51 - How younger generations are reshaping trends in pet care
20:43 - Smart content strategies for evolving platforms—why “think smarter, not harder” is key
22:40 - The platforms Toni sees the most growth potential in
23:58 - How Dogtopia’s foundation supports veterans, students, and adults with autism through the power of dogs
28:23 - Toni’s advice for aspiring social pros

Resources

Connect with Toni on LinkedIn
Visit Dogtopia’s Website
Follow Dogtopia on Instagram
Follow Dogtopia on TikTok
Follow Dogtopia on Facebook

Visit SocialPros.com for more insights from your favorite social media marketers.

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Getting your message heard in today’s crowded digital world isn’t easy, but clarity in communication can make all the difference. Steve Woodruff, the King of Clarity, shares his 4-step formula to help social marketers create impactful, memorable messaging. With insights tailored for a content-saturated landscape, Steve offers practical advice to sharpen your messaging and truly connect with your audience.

Full Episode Details

In today’s digital chaos, clarity is your secret weapon for cutting through the noise. Steve Woodruff, also known as the King of Clarity, shares how simplifying your messaging can help you grab attention and leave a lasting impact. His 4-step Clarity Formula is designed to help marketers define their message, hook their audience, and ensure their communication hits home.

Steve reveals how understanding the brain’s natural filters—like the Reticular Activating System (RAS)—can make your messaging more relevant and engaging. He explains how techniques like crafting “memory darts” and structuring information like a pyramid can help to simplify complex ideas and make your audience remember what matters.

This isn’t just about cutting words—it’s about connecting on a deeper level. Clarity helps you build trust, align teams, and create messaging that truly resonates with your audience and inspires action. So, whether you’re navigating a flood of AI-generated content or cutting back on jargon-loaded messaging, this conversation is your blueprint for clear, effective communication.

In This Episode:

2:23 - Steve introduces himself and shares what he does
4:16 - The importance of clarity in cutting through today’s noisy digital landscape
7:17 - How the brain’s RAS and WIIFM principles make messages stick
9:20 - Staying authentic and relevant amid AI-generated content—and why clarity is the answer
11:50 - Breaking down Steve’s four-step "Clarity Formula" for effective communication
15:03 - How structuring information like a pyramid helps simplify messaging and win over stakeholders while keeping audiences engaged
17:57 - Why timeless communication principles still apply in the age of social media
20:16 - Questions social marketers should ask to ensure their messages are clear and effective
22:14 - Brand examples: what FedEx gets right, and UPS gets wrong about messaging
26:35 - Using “memory darts” to create messaging that drives referrals
31:26 - Steve’s advice for aspiring social pros

Resources

Connect with Steve on LinkedIn
Visit Steve’s Website

Visit SocialPros.com for more insights from your favorite social media marketers.

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For the past few years, we’ve seen all kinds of brands scrambling to learn more about their Gen-Z audiences. Cue a wave of brands rushing onto TikTok to learn their secrets…

But what about the Gen-Z marketers on the other side of the content? As social media natives, Gen-Z are a goldmine of social media wisdom and insights that could transform your social strategy. In this episode, we hear from Gen-Z Content Strategist, Mitchell Sauve, on how to connect with Gen-Z audiences and what this generation of marketers can do to get ahead on social.

Full Episode Details

Joining Social Pros this week is Content Strategist Mitchell, a colleague of our host, Hannah! He discusses a little about LT’s content team and how it prioritizes the voices of Gen-Z marketers to create fun, engaging, and scroll-stopping content. We also hear why Mitchell believes Gen-Z is the perfect generation for marketing – bringing adaptability, a love of learning, and a willingness to think outside the box.

From leveraging employee-generated content (EGC) to embracing the quirks of social media trends, Mitchell shares insights on how brands can harness the creativity and authenticity of Gen-Z to connect with their audience in meaningful ways. He shares his take on what Gen-Z marketers can do to promote their own skills and grab a seat at the table, plus why handing the reins to your Gen-Z intern could be the smartest move your brand makes!

In This Episode:

2:08 - Mitchell gives us an overview of his job as a content strategist
3:10 - How social pros can approach working with non-sexy brands (and stay motivated)
5:40 - How Mitchell stays motivated when working on all types of content
7:54 - Mitchell’s take on how social media platforms and behaviors are changing
10:04 - How to get marketing clients with looking beyond vanity metrics
13:58 - Why employee-generated content is a huge trend today
19:57 - Why a desire to learn and try new things are a Gen-Z marketer’s secret weapon
24:05 - Are Gen-Z afraid of LinkedIn?
29:58 - Mitchell’s top tip for aspiring social pros

Resources

Connect with Mitchell on LinkedIn
Follow Mitchell on Instagram

Visit SocialPros.com for more insights from your favorite social media marketers.

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Coming to you live from Content Marketing World in sunny San Diego, Social Pros brings together content experts Robert Rose, Chief Strategy Officer at Content Marketing Institute, and Amber Naslund, LinkedIn’s Enterprise Sales Leader. Together with host Zontee Hou, they explore strategies for creating real impact on social platforms, building authentic thought leadership, and finding the sweet spot where creativity meets AI.

Full Episode Details

Robert begins by sharing his journey with Content Marketing World, illustrating how a strong content marketing strategy has evolved from routine busywork to bold, game-changing projects. He emphasizes the need for marketers to “swing for the fences” by creating memorable content that brings real value. His concept of zero-click content encourages marketers to think beyond just drawing traffic—instead, he suggests designing content that fully engages audiences right where they are, from meaty LinkedIn posts to scroll-stopping moments across social.

Amber follows with her take on thought leadership and personal branding, drawn from her experience at LinkedIn. She talks about finding the balance between corporate guidelines and the authentic voices of individuals, revealing how brands can empower their people to be credible, relatable representatives. Her approach highlights the value of building genuine connections over polished corporate speak, showing that real credibility often starts with letting employees bring their own voices to the table.

In This Episode:

2:55 - The origin story of Content Marketing Institute and Content Marketing World
5:27 - Why marketing teams are stuck in “busy work” and how to break free
6:00 - The power of “swing-for-the-fences” content projects that move the needle
6:29 - The rise of zero-click content and how it’s reshaping social strategy
7:19 - Why AI adoption pressures could lead to missed opportunities
9:05 - “Valuable friction” and why it’s key to smarter, more effective teams
11:46 – Robert’s book ‘Content Marketing Strategy: Harness the Power of Your Brand’s Voice’
13:42 - What content marketers and marketers in general should have on their radar for 2025
14:05 - Why brands should rethink “other people’s platforms”
15:38 - Robert’s advice for Social Pros
17:10 - What living person Robert would have a video chat with
17:56 - Amber’s journey from marketer to enterprise sales leader at LinkedIn
19:00 - Why thought leadership is essential in today’s digital world
23:06 - Balancing personal brand with corporate storytelling
25:04 - Creating frameworks to shape and strengthen your thought leadership voice
26:51 - Amber’s advice for Social Pros
27:21 - What living person Amber would have a video chat with

Resources

Connect with Robert on LinkedIn
Connect with Amber on LinkedIn
Content Marketing World
Content Marketing Institute

Visit SocialPros.com for more insights from your favorite social media marketers.

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TikTok’s the place for dance trends, DIY hacks… and, apparently, for reviving iconic products from the ‘80s! When Lenox’s Spice Village collection started trending on the platform, it sparked a social media success story that no-one saw coming. Caitlin Gillard, Social Media Marketing Manager at Lenox, joins us to share how her small but mighty team turned TikTok virality and real-time feedback into a full-on product relaunch, proving that sometimes, the fans know best.

Full Episode Details

Lenox’s iconic Spice Village collection may have started its journey back in 1989, but thanks to TikTok, it’s making a serious comeback! Who would’ve thought that decades later, a beloved kitchen staple would find a new generation of fans through social media? Caitlin tells us how the Spice Village collection went from nostalgia to viral sensation, sparking a relaunch.

Though the Lenox social media team may be small, they certainly didn’t just sit back and watch the buzz unfold—they dove headfirst into the conversation. By listening to what TikTok fans were saying and engaging directly with their feedback, they brought Spice Village back at the original price from 1989! Caitlin explains how this customer-first approach didn’t just revive a beloved product, but also led to new ideas and innovations for the brand’s future.

Caitlin also shares how her team manages the balancing act of keeping Lenox active across platforms like Instagram and TikTok. She emphasizes the importance of knowing “who you want to be following you” and how focusing on the right audience helps create genuine, lasting connections. Whether you’re trying to boost engagement or revive a legacy product, Caitlin’s insights offer valuable lessons for any social pro.

In This Episode:

2:04 - Caitlin’s role at Lenox and how her small social media team is making a big impact
5:20 - The story behind the Spice Village revival and the importance of social listening
10:32 - How an unexpected TikTok virality took Lenox by surprise and influenced their strategy for engaging younger generations
12:47 - Caitlin reflects on the internal reactions to the TikTok buzz and the valuable lessons learned along the way
16:35 - The coolest moments of the Spice Village revival and a glimpse into future plans at Lenox
17:26 - The importance of real-time feedback and why comments are driving product innovation at Lenox
22:26 - Social media platforms Lenox uses and the strategies for each
24:38 - Caitlin on the importance of knowing "who do we want to be following us" on TikTok
26:56 - How Lenox uses metrics and feedback to tell the full story of their social efforts
35:55 - Caitlin’s top tip for an aspiring social pro

Resources

Connect with Caitlin on LinkedIn
Follow Lenox on Instagram
Follow Lenox on TikTok
Lenox Website
TikTok Magic: How Four Brands Cashed In on Going Viral

Visit SocialPros.com for more insights from your favorite social media marketers.

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Candy fans unite! This episode is for you. Grab your favorite flavor of Nerds or indulge in some controversial candy corn and tune in to hear Annie Belgrade, Senior Manager of Integrated Content Marketing at Ferrara Candy Company, talk about finding the sweet spot in your social strategy.

Full Episode Details

Annie Belgrade joins us in the run-up to Ferrara Candy Company’s busiest time of year aka the “Super Bowl” of candy season, Halloween. With months of advance planning to real-time engagement, she reveals how Ferrara keeps its finger on the pulse of candy conversations across social media.

She talks about the challenges of managing multiple brand personalities under Ferrara Candy Company and how her team assigns unique voices to each depending on the audience that favors each brand. Conversations over social media with each brand are the results of tireless manual work, seeking out trending topics and candy talk on each platform. The result? Authentic and relatable content that feels like you’re chatting to a friend with a sweet tooth.

We hear how Ferrara Candy Company manages both organic and paid social, and why “LoFi” content is their preferred style over presenting a “polished façade.” As a bonus, Annie also shares a secret recipe that might just convert the candy corn haters.

In This Episode:

3:41 - An introduction to Annie’s role at Ferrara Candy Company
4:39 - How Annie’s team manage content during the busy holiday season through social listening and organic engagement
7:22 - The importance of manual work over automation
10:35 - A candy corn combo that might even convert the haters
11:42 - How Annie’s team manages accounts for at least 10 different brands
14:22 - How they determine which brands and platforms get more attention
16:27 - Why paid and organic social should complement each other
18:28 - Why “LoFi” content is gaining popularity
19:22 - What bugs vs. excites Annie about working with social media
21:53 - Annie shares her experience of winning a film fest award on TikTok
25:01 - How Ferrara Candy Company works with influencers and got a surprise endorsement from Kylie Jenner
28:58 - The most important social channels for Annie’s team
30:12 - Annie’s predictions for the future of content and influencer marketing
32:42 - Annie’s top tip for those aiming to become a social pro

Resources

Connect with Annie on LinkedIn
Ferrara Candy Company

Visit SocialPros.com for more insights from your favorite social media marketers.

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How can brands build stronger partnerships with creators? We revisit this ever-important topic with Lucy Quick who joined us last year to talk about the secrets to successfully collaborating with influencers. This episode is a must-listen if you missed it the first time around and want some solid examples and tips on how to build brilliant partnerships with creators.

Lucy is the Creator Partnerships Manager of Global E-Commerce Operations at TikTok, and she shares her unique perspective on how brands can tap into the goldmine of influencer marketing and build real partnerships with creators.

Full Episode Details

It’s one thing collaborating with influencers, but building meaningful, long-term partnerships is no easy feat. So what’s the secret to turning simple collaborations into strong partnerships?

Lucy works with both brands and creators at TikTok so we couldn’t pass up on the opportunity to pick her brains. She provides insights on the current state of influencer marketing, reveals what questions brands should be asking, and explains why storytelling with data is the best way to prove your ROI.

Plus, Lucy shares why working with macro influencers could be a huge win for your next marketing push and the secrets behind the most successful campaigns she’s worked on.

In This Episode:

1:19 - The current state of influencer marketing
5:45 - Questions that brands aren’t asking enough when working with influencers
8:47 - The top trends Lucy is seeing in the industry right now
12:43 - When influencers pivot to becoming competitors with brands
15:46 - How brands can strike a good balance between micro and macro influencers
17:36 - How brands should approach influencers in the early days of their career
19:56 - The best ways to talk about ROI and metrics
22:24 - How to navigate regulations around influencer marketing
24:41 - Lucy tells us about a funny campaign experience
27:05 - The different skill sets required for livestreaming
34:02 - Lucy’s tip for becoming a social pro

Resources

Connect with Lucy on LinkedIn
Follow Lucy on Instagram
Grab your free Social Media Audit Bundle

Visit SocialPros.com for more insights from your favorite social media marketers.

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Generational perspectives collide in this episode as three social pros from different age groups share their insights on the evolution of social media. Leanna Pham, CEO of Pham & Fams and a Gen Z digital marketer, joins millennial Hannah Tooker and Gen X Sunny Hunt to explore how each generation has experienced and adapted to the ever-changing world of social.

Full Episode Details

From MySpace coding to the rise of social media as a career path, this conversation looks into the transformative journey of social media and its impact on different generations. Leanna, Hannah, and Sunny discuss how each generation has had unique experiences, from the early days of social platforms to their current role as essential marketing tools.

Leanna shares her insights on how Gen Z has witnessed the transformation of social media from a casual way to connect with friends into a vital career avenue. She also reflects on how earlier generations used social platforms primarily for personal interaction, while her generation has adapted to leverage these tools for professional growth.

One of the main points she raises is the common mistake brands make when trying to connect with Gen Z and why it’s so important for generations to learn from each other rather than compete with each other.

In This Episode:

2:01 - Generational perspectives on social media
2:43 - Gen Z's unique social media journey
5:05 - Millennial and Gen X social media evolution
9:20 - Generational misconceptions and stereotypes
17:15 - Tips for collaborating and communicating across generations
24:32 - Work-life balance and burnout in social media
27:35 - How Gen Z struggles to unplug from social media
31:09 - Advice for aspiring social pros of different generations

Resources

Connect with Leanna on LinkedIn
Grab your free Social Media Audit Bundle

Visit SocialPros.com for more insights from your favorite social media marketers.

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Curating content for higher ed social channels can be a balancing act. How do you pair fun, engaging, and relatable content with important messages students need to pay attention to? Emily Stulz, the Director of Social Media at the University of Arizona, says it’s all about “hiding the veggies” in your content.

Full Episode Details

We uncover the secrets behind what makes the University of Arizona’s social content so impactful. Emily reveals her approach to assessing content effectiveness and why sometimes you need the courage to walk away when something isn’t working. She calls this “Marie Kondo-ing” your social accounts. If your strategy is falling short of “sparking joy,” it’s time to say goodbye.

Emily’s advice for social pros is to be proactive in all things – whether it’s keeping yourself up to date on trends, using data to measure success, or deciding how and when to pivot your strategy.

She offers predictions on the future of social media in higher education, discussing the impact of TikTok and the staying power of Instagram, plus her thoughts on battling against the evolving algorithm and changing audience preferences.

In This Episode:

1:45 - Emily explains her role and approach to social media
2:44 - How her team keeps things consistent for flagship accounts
4:58 - Emily’s approach to platform-specific content
6:18 - How her team “hides the veggies” when covering important topics
8:49 - The trick to making sure your strategy doesn’t get overlooked
11:15 - How the university keeps up with social media and algorithm changes
14:46 - Emily’s predictions for TikTok and what people use it for
18:11 - Emily reveals her favorite campaign
21:35 - How her team encourages faculty and students to get involved with campaigns
23:51 - Why you need to 'Marie Kondo' your social accounts
28:11 - Emily’s tip for aspiring social pros

Resources

Connect with Emily on LinkedIn
University of Arizona
Follow the University of Arizona on Instagram
Follow the University of Arizona on LinkedIn

Visit SocialPros.com for more insights from your favorite social media marketers.

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We see paid social ads every day, scrolling through our feeds, watching YouTube videos… And a lot of the time it can leave us frustrated and eager to swipe past. So how can social pros pause that never-ending scroll and get people interested? Sammy Lent, Creative Strategist and Growth & Acquisition Specialist, joins Social Pros to take us through her strategies for winning the battle against low attention spans and ad-resistant consumers.

Full Episode Details

Sammy Lent has worked with several different brands on paid social strategies that involve creative solutions to grab attention even when many are tired of endless advertising. Her top takeaway from this episode is to lean into empathy. Understanding consumers is step number one in any marketing push, but as social pros, who are no strangers to scrolling through our feeds, we can tap into the minds of consumers because we are them!

In this episode, Sammy breaks down the top differences between paid and organic social, highlighting that they’re two sides of the same coin and can complement each other well. She takes us through some of the creative projects she’s worked on and how platform changes have shifted the way paid social works and compete for attention on your feed. We also hear her take on influencer marketing and why more consumers are resonating with smaller content creators and UGC.

In This Episode:

2:07 - Sammy takes us through her career story as a creative strategist for different brands
5:07 - The top differences between organic and paid social
7:10 - How paid and organic social can complement each other
8:35 - Why marketers need to lean into empathy, especially in paid social
14:52 - How social media platforms have changed and how paid advertisers react
19:25 - Why TikTok is the platform Sammy would use if she had to start her career from scratch
22:28 - Predictions for the future of TikTok for advertisers
25:35 - How UGC and influencers fit into paid social today
31:02 - How to connect with Sammy
31:41 - Sammy shares her top tips for aspiring social pros

Resources

Connect with Sammy on LinkedIn
Follow Sammy on Instagram

Visit SocialPros.com for more insights from your favorite social media marketers.

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A marketing strategy can be full of great, inventive ideas but unless it’s targeted at the right people, you could be flying blind. But how do you narrow down and identify your target market? Katie Robbert, CEO of Trust Insights, works with clients to identify their Ideal Customer Profiles (ICPs) and refine their marketing messages to speak directly to customers. She joins Social Pros to let us in on her strategy for using data insights, AI and targeting messaging.

Full Episode Details

The best marketing is targeted and specific. It speaks directly to customers who are likely to buy and find value in the solution you provide. It’s marketing that’s elevated by a thorough understanding of a customer’s pain points, needs, and wants, and offers a much-needed solution.

But without a clear idea of who those customers are, it’s easy for your marketing to become unfocused and less effective as a result. Enter the ICP, a strategy that helps you align all your marketing efforts to target exactly who you want.

Katie Robbert has plenty of experience digging into the details and data of her clients’ best customers to help marketers speak directly to them. In this episode, she explains the value of building an ICP and how using AI tools can help you uncover insights into customers more efficiently.

In This Episode:

2:06 - Katie explains her role as CEO and Co-Founder of Trust Insights
5:19 - How ICPs differ from customer personas or archetypes
9:17 - The type of data you need on customers to help you create the best content
10:56 - How the Trust Insights team identifies customer needs
14:34 - How to define or redefine your ICP
17:14 - How to use your ICP for creating targeted information
19:21 - Why you need to decide on a measurement method whenever you implement a new strategy
20:53 - Katie explains how specific an ICP can be
23:19 - How AI tools can help with processing data and finding patterns
25:46 - The next steps after you’ve defined your ICP
28:11 - Where to find more information about Trust Insights
28:34 - Katie’s top tip for aspiring social pros

Resources

Join the Trust Insights Slack Community
Connect with Katie on LinkedIn
Follow Trust Insights on LinkedIn
Follow Trust Insights on Instagram
Follow Trust Insights on X
Follow Trust Insights on TikTok
Subscribe to Trust Insights’ YouTube Channel
Visit Trust Insights’ Website

Visit SocialPros.com for more insights from your favorite social media marketers.

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Canva has opened the doors for just about anyone trying their hand at creating visual content, whether you’re a pro graphic designer or brand new to it all.

So, it’s no surprise that it’s an incredibly popular tool for marketers, brands, and social pros alike. We decided to revisit this episode from last year with Jacky Barker, formerly the Social Lead at Canva, to remind ourselves of how Canva’s social strategy brings the brand to life.

Full Episode Details

Canva is a marketer’s best friend! The smart visual communications platform helps social pros with marketing, building presentations, graphic design, branding, and has even expanded into video editing and website building. As Jacky likes to say in this episode, it offers “the full shebang”!

But how has their social media strategy contributed to Canva’s success? Jacky explains in this episode how community and culture are cornerstones of Canva’s ability to stay in the spotlight.

We hear about the day-to-day responsibilities of a Social Lead, how Canva identifies target audiences, and how its social team leverages creators, UGC, plus Pinterest and TikTok to reach more people.

In This Episode:

1:50 - An introduction to Canva
2:52 - Jacky’s day-to-day responsibilities as a Social Lead
5:12 - Where Canva takes its cultural cues
6:44 - How Canva stays on top of trends in the “creator world”
8:04 - How Canva engages with its super fans
10:57 - How Canva determines its target audience
13:13 - How Canva has changed its messaging around features
16:23 - Canva’s approach to expanding into a global brand
19:35 - Why Pinterest is a big focus for Canva
24:44 - How Canva determines its next steps for the product
29:11 - Jacky’s parting advice for social pros

Resources

Canva
Canva on Pinterest
Follow Canva on X
Connect with Jacky on LinkedIn
Follow Jacky on X

Visit SocialPros.com for more insights from your favorite social media marketers.

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What is exciting about social right now, and what are the things that bug you the most? This special episode of Social Pros gathers together Convince & Convert experts to talk about their shared frustrations with social, the future trends they have their eye on, and the potential out there for brands right now...

Full Episode Details

In this unique, collaborative episode, hosts Daniel Lemin and Hannah Tooker come together with Convince & Convert strategists Sunny Hunt, Jennifer Harmon, and Jason Keath to explore the challenges and opportunities facing social pros today. They talk about their shared belief in the need for platforms to improve moderation systems and the rise of internal creators within brands that are engaging authentically with their audiences.

They also discuss the question they hear most frequently from social media leaders – ‘where should I focus my time, energy and budget?’ Plus they share strategies for overcoming analysis paralysis and how to build authenticity and trust in the age of AI.

In This Episode:

1:21 - This episode’s guests introduce themselves
4:53 - The inconsistent enforcement of community guidelines and the spread of misinformation
8:00 - Jason highlights the lack of trust in social media and the need to prioritize user experience over profit
9:42 - The rise of inadequately disclosed sponsored partnerships
11:04 - The growing trend of brands hiring internal creators
12:36 - Some of the most common questions from social media leaders
14:17 - The challenge of selling the value of social media to leadership
16:13 - The importance of connecting organic and paid social teams to improve quality and performance of content
22:11 - Things happening in social that marketing teams need to be paying attention to
28:19 - Why you need to be participating in short-form video, especially in B2B
35:44 - How to build authenticity in the age of AI
41:40 - Daniel’s pro tip for aspiring social pros

Resources

Grab your free Social Media Audit Bundle
Convince & Convert Website
Follow Convince & Convert on X
Follow Convince & Convert on Instagram
Connect with Daniel on LinkedIn
Connect with Hannah on LinkedIn
Connect with Sunny on LinkedIn
Connect with Jennifer on LinkedIn
Connect with Jason on LinkedIn

Visit SocialPros.com for more insights from your favorite social media marketers.

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Can AI help us to become better storytellers? Your immediate thought might be no, of course not! But while an AI tool won’t craft a compelling narrative out of nowhere, it can help us to become better at our jobs by saving time and acting as an advisor and assistant. For this episode, Mike Allton, the Chief Storyteller at Agorapulse, drops a masterclass on using AI to craft intriguing stories that all marketers and social pros can learn from.

Full Episode Details

As Chief Storyteller, Mike has fully embraced the new age of AI and shares his experience of learning how AI tools can play a role in storytelling. He shares examples of how AI can streamline research and content preparation and save time on the nitty-gritty work that bogs down creatives.

For those new to social media with AI worries, Mike shares advice (and reassurance) and explains the common mistakes even seasoned marketers make when using AI. He makes it clear that it is no magic wand, but it’s powerful – if you use it right. Mike weighs up AI’s strengths and limitations, offering practical advice on when to utilize it in content creation. One example he recommends is using AI to identify gaps in your content strategy, freeing up time for humans while highlighting opportunities for great content in the future.

In This Episode:

1:45 - What does Mike’s role as Chief Storyteller involve?
2:31 - What makes a good story?
5:45 - How AI and marketers can work together to tell stories
8:31 - The top thing marketers get wrong with AI
10:57 - How AI can help you find gaps in your content
13:00 - Mike’s advice for overcoming AI wariness and using it to improve your work
19:02 - How humans can differentiate themselves from AI
22:11 - How Agorapulse is integrating AI into the platform
27:06 - The best places to connect with Mike, including his website and podcast
27:32 - Mike’s top tip for aspiring social pros

Resources

Connect with Mike on LinkedIn
Follow Mike on X
Follow Mike on Instagram
Mike’s Blog - The Social Media Hat
AI in Marketing: Unpacked Podcast
Agorapulse

Visit SocialPros.com for more insights from your favorite social media marketers.

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We take a look back at one of our favorite episodes from last year this week. When Joél Leon, Creative Director, T Brand Studio at New York Times Advertising, joined us in episode 601, he brought plenty of wisdom and some mic drop moments.

Full Episode Details

If you want your creative team to make magic, then you’ve got to foster a healthy environment for them to thrive in. As Creative Director, Joél believes there needs to be more “harmony” within the creative process. And part of that is by building the right environment and leadership.

In this episode, we hear Joél’s take on what it means to be a great creative director and why it’s important to trust your team and give them safe spaces to flourish creatively. Joél takes us through some examples of his favorite campaigns he’s worked on and how his team defines success. He explores why it’s necessary to practice what you preach, especially when joining conversations about social issues.

In This Episode:

1:39 - Joél explains his role within T Brand Studio
4:54 - How Joél’s team works alongside the newsroom and editorial teams
6:35 - Joél shares some details of campaigns his team has worked on
7:51 - How Joél leads his team to deliver the very best content
12:00 - Joél’s methods for managing expectations and working with brands
15:07 - How leaders can create a healthy work environment
16:50 - How to protect the interests of your team while keeping clients happy
20:07 - Joél shares some of his favorite campaigns to work on
23:42 - How Joél prefers to think about failure and success
26:45 - Finding a harmony between creativity and social issues
30:50 - Why listening is the most active form of communication
31:20 - Joél announces his publishing deal and book
33:03 - Joél’s top tip for those wanting to become a social pro

Resources

Connect with Joél on LinkedIn
Follow Joél on X
Follow Joél on Instagram

Visit SocialPros.com for more insights from your favorite social media marketers.

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When people head to social media, usually the last thing on their minds is studying. But Quizlet, the widely popular learning platform, has managed to build an impressive social media presence that engages learners around the world. Tori Mueller, Senior Social Media Manager, joins Social Pros to clue us into their strategies.

Full Episode Details

Quizlet has perfected the formula for “edutainment” content with its unique blend of educational content, pop culture references, and community building on social. Tori heads up the social media department and joins this episode to take us through Quizlet’s strategy for appealing to an audience of learners, particularly Gen Z.

We hear about Quizlet's three-pillar approach to content creation: edutainment, building the brand, and tapping into culture. As serious study content isn’t what people usually want to see on their social media feeds, Quizlet combines educational content with cultural commentary on the trends that appeal most to its audience. She explains why this strategy is so successful in keeping the brand top of mind for learners.

Tori also shares a great example of how Quizlet engages in social listening by building a fully-fledged April Fools’ campaign, “Rizzlet,” based on a real user story on social. Quizlet also partners with influencers, and Tori shares how a partnership with @maxnotbeer led to high community engagement and new Korean language lessons added to the platform.

Authenticity over polished content is a common theme in social at the moment, and Tori agrees that authentic content is performing much better for her team. To tap into that authenticity, she explains how part of their strategy is to show the real people behind the brand.

In This Episode:

2:42 - An introduction to Tori and Quizlet
4:12 - How Quizlet engages an existing user base with its three content pillars
8:56 - How Tori determines what pieces of culture/trends to capitalize on
11:10 - How Quizlet’s April Fools’ prank came from UGC
16:15 - The challenge of getting employees to be on camera
19:02 - Why Quizlet leads with “dessert-first” content
20:32 - Tori tells us about an influencer collaboration and Instagram quiz campaigns
24:43 - Unusual use cases for Quizlet
25:51 - How Quizlet measures success and avoids vanity metrics
29:13 - Why Tori is most excited about the move toward authentic content
31:05 - Where Tori goes for inspiration
32:30 - The platforms Tori would choose to focus on if starting again from scratch
34:27 - Tori’s top tip for aspiring social pros

Resources

Quizlet
Follow Quizlet on TikTok
Follow Quizlet on X
Follow Quizlet on Instagram
Subscribe to Quizlet on YouTube

Visit SocialPros.com for more insights from your favorite social media marketers.

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What does it take to manage social media for a global brand like Uber? We hear the secrets to their social success in this episode with N'Yaisha Aziz, the Global Social Media Lead at Uber, who takes us through Uber’s strategy and approach to building winning campaigns that resonate.

Full Episode Details

How can we make our social media content resonate and create a real impact online? N'Yaisha Aziz joins the podcast to share Uber’s approach to community, adapting to cultural trends, and creating viral campaigns that people talk about at the dinner table. Heading up both sides of the business, Uber and Uber Eats, N'Yaisha operates across the brand team, product marketing, and social impact to deliver campaigns, initiatives, and messaging through engaging campaigns and organic content.

We hear some behind-the-scenes stories of Uber’s successful campaigns, including a holiday campaign with the “Queen of Christmas,” Mariah Carey, and how she got to work on content in real-time for the Super Bowl. N'Yaisha explores the impact of community-driven content, the challenges of balancing campaign work with organic social media, and why Uber prioritizes shareability and comments as key metrics for success.

In This Episode:

2:12 - What N'Yaisha’s role involves and a typical day in the life at Uber
4:00 - How N'Yaisha balances the campaign side and the organic side
6:12 - How Uber makes space for content that works on both a local and global level
9:15 - How Uber manages its content calendar while keeping the community engaged
11:17 - Why Uber prioritizes shareability and comments as key metrics
14:02 - N'Yaisha’s take on pushing boundaries in social
16:11 - N'Yaisha takes us through Uber’s holiday campaign with Mariah Carey
20:19 - Drafting a creative brief for Mariah Carey
24:00 - Working on campaigns that tap into sentimental moments
27:58 - What it was like working on real-time content at the Super Bowl
30:05 - Where N'Yaisha goes for inspiration
35:05 - N'Yaisha’s top tips for aspiring social pros

Resources

Join the Social Pros LinkedIn community
Connect with N'Yaisha on LinkedIn
Follow Uber on LinkedIn
Follow Uber on Instagram

Visit SocialPros.com for more insights from your favorite social media marketers.

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Data-Driven Decisions is a new limited-series marketing podcast presented by Convince & Convert and shared with our Social Pros listeners.

What happens when marketing truly takes the driver's seat with data and insights? In this episode, we hear from Jenn Chase, Chief Marketing Officer and Executive Vice President at SAS, a company that operates with a data-first culture.

Translating Data into Meaningful Insights

Jenn explains what insights SAS focuses on from a marketing perspective and how that helps her team and other departments work together to drive results. She talks about the different types of surveys and brand studies that SAS conducts to collect data both internally and externally, plus the impact that has on working toward business goals.

For SAS, it’s clear that data is embedded in its culture, but for that data to be useful, it needs context. Jenn’s team makes an effort to translate that data into insights that matter for different departments, including sales and finance.

Jenn also shares some examples of clients SAS works with and how they have transformed how they use data to enhance the customer experience with personalization. In a cookie-less world, brands need to think outside the box when it comes to collecting data, but Jenn shares some top tips for companies to get started.

In This Episode:

1:30 - The vision that Jenn adopted when taking on her role at SAS
2:45 - The insights that SAS’s marketing team provides the rest of the company
5:42 - How Jenn encourages her team to drive value of marketing across the organization
7:44 - The art to connecting the dots across the organization on ROI
9:36 - How Jen builds strong relationships with other teams
11:43 - The importance of marketing, sales, and finance learning each other’s languages
13:48 - How SAS uses data to help clients better serve customers
16:08 - Jenn shares an example of a beauty retailer who transformed their data strategy
19:05 - Why we’ll see the evolution of commercial industries thanks to better data management
19:56 - How SAS is helping sports organizations with data
21:32 - Helping clients take a customer-driven approach with data
22:48 - How brands can get ahead in a cookie-less future
24:50 - Why brand personas are crucial
28:02 - Advice for organizations who are beginning to use data
31:19 - Why we need to democratize data
35:45 - How SAS strikes the balance between being data-driven and human-centric decision-making

Quotes:

“From a B2B perspective, we understand that we need to meet our buyer, not just as their work persona, but recognize that they live in a broader world, and you can reach them in a more personal way.”

“Start with the end in mind. What are the questions that you want to be able to answer about your customers that you can't today? Really paint a vision for what the end state could look like and how it can have business impact."

“It’s imperative we know not only the demographics but also the psychographics of those personas so that you understand what's motivating them and then making sure that that information is fed into a creative brief so that all of the content that you create downstream as part of an integrated campaign is based on what that persona wants.”

Resources:

Connect with Jenn on LinkedIn: https://www.linkedin.com/in/jennchase/
SAS: https://www.sas.com/en_gb/home.html

Purchase the book at koganpage.com/datadrivenpersonalization (use code CCData20 for 20% off and free shipping in the UK and US) and sign up for more content at convinceandconvert.com.

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Leaning into social-first content can help you connect to the trends that your audience is already engaged with. The key to great social-first content? Being a content consumer yourself, says our guest this week, Byron Stewart, Associate Director of Social Media at Team Epiphany.

Full Episode Details

By tapping into the current online culture and trends, you’re in the perfect position to jump onto new opportunities to expand your brand’s reach. That’s what Bryon found when he worked at Foot Locker. As he was scrolling on Twitter at the gym, he spotted an opportunity to jump on a meme about Machine Gun Kelly being a Foot Locker employee. Not long after he posted, the Tweet went viral. This is a perfect example of how you can build social-first content (sometimes with minimal work) with a consumer mindset – a key theme running through this episode with Byron.

Byron shares his advice for social pros who want to leverage trends the right way, take risks, get leadership buy-in for campaigns, and how to work effectively with creators.

We also hear his thoughts on tackling burnout in the era of being “chronically online” and why his top tip for social pros is to commit to continuous learning. The episode leaves us with Byron's thoughts on the creator economy and his approach to identifying and leveraging emerging trends for different brands.

In This Episode:

2:48 - Byron explains his new role at Team Epiphany
3:38 - How Foot Locker went viral with a Machine Gun Kelly post
8:40 - Advice for social pros to do something similar while protecting their brand
10:36 - How Byron stays informed about current culture with a consumer mindset
12:46 - How Byron identifies important trends, tracks them, and applies them
14:51 - Byron’s take on brand relationships with creators
17:35 - The biggest changes in the platforms affecting the creator economy
20:02 - Ways he’d like to see Instagram and TikTok evolve
22:30 - Byron’s favorite types of content
23:59 - How to avoid burnout as a social pro
25:45 - How Byron kickstarted the employee advocacy program at Foot Locker
29:45 - Advice on getting buy-in to start making employee-generated content
31:20 - Why Byron loves being a social media advocate
33:00 - Byron’s top tip for social pros

Resources

Join the Social Pros LinkedIn Community
Connect with Byron on LinkedIn
Team Epiphany

Visit SocialPros.com for more insights from your favorite social media marketers.

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It’s time to put aside those rigid, long-term social media strategies. Social is changing, and flexibility is the new superpower. In this episode of Social Pros, Jayde Powell, Founder and Head of Creative of Em Dash, shares her tips for brands and creators to achieve success in today’s social era.

Full Episode Details

As a true “creatorpreneur,” Jayde isn’t just the Founder and Head of Creative at Em Dash, a content and creative development agency. She has a ton of other projects, including hosting the LinkedIn series #CreatorTeaTalk, being the Co-Founder of Weed For Black Women, a media hub and online community, plus managing her own personal brand. She joins this episode to share her strategies for creating brilliant content for brands and collaborating with creators, plus how she developed her own personal brand on LinkedIn, aka “the Briefcase App.”

We hear why she favors flexibility and adaptability in social media strategies over rigid, long-term plans that often fall short in the fast-paced social media world. She suggests that brands should focus on developing teams who live and breathe social and can create high-quality content with a more flexible approach.

We also talk about the creator economy, and Jayde shares some invaluable tips for creators on negotiating pay and developing business savviness. She suggests that brands look beyond partnering with creators for one-off campaigns and instead work on more sustained collaborations. The episode also explores Jayde's journey from corporate life to becoming a successful creator on LinkedIn, where she found success by staying true to her authentic voice and personality.

In This Episode:

2:08 - Jayde takes us through all the different projects she manages to balance at once
3:54 - Why Jayde first got into the creator space
5:34 - How Jayde turned away from Twitter/X to find success on LinkedIn
7:55 - Advice on finding your footing on LinkedIn
11:20 - What are brands getting right in the creator economy?
14:47 - Jayde explains some of her brand partnerships
15:53 - Why creators need to be business savvy
17:44 - Negotiating pay as a creator and getting paid what you’re worth
19:37 - Jayde explains how the Weed For Black Women community began
23:32 - What she’s learned about running a community
25:48 - How Jayde evaluates success
27:10 - Where brands are doing their communities injustice
29:07 - Advice for brands starting from scratch
31:04 - Why planning social media content too far in advance isn’t worth it anymore
34:29 - How creators can set boundaries to avoid burnout
38:24 - Jayde’s top tips for aspiring social pros

Resources

The Em Dash Co.
Connect with Jayde on LinkedIn
Follow Jayde on Instagram
WFBW Ventures
CreatorTeaTalk

Visit SocialPros.com for more insights from your favorite social media marketers.

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Data-Driven Decisions is a new limited-series marketing podcast presented by Convince & Convert and shared with our Social Pros listeners.

How did this non-marketing but data-driven leader become a Chief Marketing Officer? Shafqat Islam, the CMO of Optimizely, joins this episode of Data-Driven Decisions to share how he’s leading Optimizely’s marketing team into building a culture of data and experimentation.

Let the Data Do the Talking

In this episode of Data-Driven Decisions, we dive deep into the world of marketing data, measurable targets, personalization and customer-centric marketing.

Shafqat shares invaluable insights on how to approach personalization strategically, emphasizing the value of starting simple and scaling up gradually. He discusses the challenges of content creation for personalized experiences and offers practical advice on leveraging AI to find patterns in customer feedback from support tickets and sales calls.

We also explore the critical role of experimentation and testing when it comes to new marketing ideas, and why Optimizely considers experimentation part of its culture. Shafqat explains why it’s so important for marketers to have a rock-solid understanding of the typical customer journey and why this should be documented and measurable.

In This Episode:

0:37 - How Shafqat ended up in his role
2:36 - Why Shafqat wanted to build a more data-driven culture
4:58 - How this approach affects the marketing team
7:07 - The importance of experimenting with new ideas
8:28 - Optimizely’s approach to experimentation
12:33 - Why personalization is still a huge topic for marketers
15:22 - Finding a balanced and realistic idea of personalization
18:20 - How Optimizely helps its clients use their own data to make decisions
20:54 - Why all marketers need to map out the typical customer journey and document it
24:25 - How to ensure customers get the right resources
27:09 - How Shafqat researches and understands his customers
30:14 - The most important marketing metrics
31:56 - How Optimizely uses AI to find patterns in customer interactions

Quotes:

“Marketing is as much about the customer as it is about the prospect. In fact, in the business of our scale, it may be more customer than even prospect.”

“It's really, really important to document the customer journey and understand all the touchpoints and then come up collectively as a marketing organization, with what we want that ideal journey to be."

“Experimentation is much more than tools. To me, the idea is how do we create a culture of experimentation?”

Resources:

Connect with Shafqat on LinkedIn: https://www.linkedin.com/in/shafqat/
Optimizely: https://www.optimizely.com/

Purchase the book at koganpage.com/datadrivenpersonalization (use code CCData20 for 20% off and free shipping in the UK and US) and sign up for more content at convinceandconvert.com.

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It’s inevitable. Social media is changing. And if you’re not up to date with the trends, your strategy might be left in the dust. Since Gia Lee, the Chief Strategy Officer at NinetyEight, was last on the show, we wanted to hear about her perspective on the top trends today and how marketers can appeal to Gen Z audiences.

Full Episode Details

Gia Lee, the Chief Strategy Officer at NinetyEight, is a breath of fresh air in the social media space. As a Gen Z marketer herself, she’s already making waves in the industry with her unique insights into how brands can tap into younger markets (without sounding like that Steve Buscemi meme…)

In this episode, we hear a bit about her career story and what the top trends in social are today. The biggest shift she’s seen is a move away from big, mainstream trends that take over social. Now, niche-virality is the way forward. A niche trend might not reach everyone… but does it need to? Gia explains that finding your niche is pivotal to a modern social strategy as well as great community management.

We also hear some great advice for marketers on researching Gen Z audiences and ignoring the media stereotypes that can keep you from truly connecting with your audience.

In This Episode:

1:22 - Gia gives us a background on her career
3:11 - Social media trends that have changed since she was last on the show
5:51 - How brands are adapting to the shift toward niche trends
7:30 - Brands that are handling niche-virality well
9:58 - What brands could be doing better
12:19 - How brands can create room for Gen Z to share their voices
14:38 - How NinetyEight bridges the gap between brands and Gen Z audiences
16:57 - Has Gen Z broken the marketing funnel?
19:10 - How Gen Z is influencing brand community management
21:57 - NinetyEight’s approach to selling new ideas to brands
28:15 - Gia explains being a guest editor for Ad Age and Marketer to Watch Under 30
30:46 - Advice for Gen Z in business
32:22 - Where you can follow NinetyEight and Gia
33:21 - Gia’s top tip for aspiring social pros

Resources

NinetyEight
Connect with Gia on LinkedIn
Gia's last appearance on Social Pros

Visit SocialPros.com for more insights from your favorite social media marketers.

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Data-Driven Decisions is a new limited-series marketing podcast presented by Convince & Convert and shared with our Social Pros listeners.

How can marketers tell when customers are ready to buy? Data collected in the right ways can uncover insights that marketers need to nurture buyers throughout the entire customer journey. In this episode of the Data-Driven Decisions podcast, David Fortino, the Chief Strategy Officer at NetLine, shares lots of valuable insights on the world of buyer intent data and how data can help us truly understand our customers.

What the Data Tells Us about Customer Decisions

A common theme throughout this conversation is that collecting data alone is not enough. Using it to create actionable insights and democratizing it across teams are both crucial to making the best decisions possible for your strategy.

David explains how marketers can better understand who is in the market, when they’re ready to buy, and why it’s important to move beyond generalized account-level data and look at individual buyers. By leveraging individual buyer intent data, companies can gain insights into individual pain points, research patterns, and content consumption across various platforms.

David talks about the importance of breaking down data silos within organizations and democratizing access to customer data to empower teams across sales and marketing. He also shares advice for teams on building a culture of curiosity and data-driven decision-making to identify potential customers and improve customer lifetime value through better-targeted messaging. Tune in for more insights on customer intent data, the use of AI, data privacy, and more.

In This Episode:

2:00 - How marketers can understand who’s in market now with buyer intent data
5:31 - How marketers can address customer lifetime experience
9:45 - Customer expectations on personalization and customer history
12:20 - How democratizing data can help us be more proactive with customers
17:17 - How organizations can build and deliver on a culture of data
21:12 - The importance of understanding what your customer cares about
26:26 - How NetLine works with publishers
30:00 - Finding a balance between privacy and personalization
33:42 - Why marketers need to provide equitable value
34:58 - Insights from the 2024 State of B2B Content Consumption and Demand Report
38:10 - The benefits of using data to enhance the customer experience
42:07 - How AI can help marketers unearth unique insights

Quotes:

“Data needs to be distributed and democratized across the full team, with real-time alerts and transparency and dashboards.”

“Culture has to start with leadership. It can't be something that is just lip service. It has to be followed through. And that means you need to arm people with the tools that allow them to act beyond just a fundamental curiosity in the morning, and then they move on."

“There are countless sites, offline events, and so on, all speaking to what you do either directly and or in an adjacent manner, educating your future buyers. So you need access to those data sets that allow you to understand where they are at, what they are thinking about, and what they are consuming.”

Resources:

Connect with David on LinkedIn: https://www.linkedin.com/in/davidfortino/
NetLine: https://www.netline.com/
Download the 2024 State of B2B Content Consumption and Demand Report: https://www.netline.com/netline002n/?d=glconsumption24&k=240401nlwccr/

Purchase the book at koganpage.com/datadrivenpersonalization (use code CCData20 for 20% off and free shipping in the UK and US) and sign up for more content at convinceandconvert.com.

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What do social pros today need to know about the top platforms to get ahead? We look back at one of our favorite discussions from 2023 that marked 600 episodes of Social Pros! We asked none other than former Social Pros hosts, Jay Baer and Adam Brown, plus previous guest Allison Day, Senior Manager of Social Media at Reddit, to share their insights into what’s working in social today.

Full Episode Details

To celebrate the 600th episode milestone, we brought back previous hosts and guests to share their thoughts on social platforms today, the biggest changes, and predictions for the future.

Jay, Adam, and Allison share their ‘love it or over it’ verdicts on Threads, X, TikTok, and LinkedIn, and what they would do if they had to start over today. Jay, aka Tequila Jay Baer, talks about his strategy for starting his tequila influencer journey recently and why he focused on TikTok content to begin with.

There are some brilliant insights into how social has and is changing all the time in this episode, plus some great advice for upcoming social pros tackling the space in 2024 and beyond.

In This Episode:

5:56 - Love it or over it? Threads and X/Twitter
11:10 - LinkedIn’s evolution and our guests’ thoughts on the platform
15:58 - Thoughts on TikTok and Instagram Reels
24:26 - The biggest changes in social over the past ten years
27:31 - Gaining trust from leaders
32:21 - Why social media was about social, now it’s about media
36:07 - What our social pros would do if they were starting out today
38:28 - Why Jay Baer would start making YouTube content
43:15 - Jay, Adam, and Allison answer the final two

Resources

Connect with Jay on LinkedIn
Connect with Adam on LinkedIn
Connect with Allison on LinkedIn

Visit SocialPros.com for more insights from your favorite social media marketers.

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Data-Driven Decisions is a new limited-series marketing podcast presented by Convince & Convert and shared with our Social Pros listeners.

How can data help marketing and sales teams achieve their goals? A common mistake some marketers make is not being clear on those goals in the first place. This can lead to marketers and sales teams trying out lots of different tactics in an effort to drive results. But there is a smarter way – using data to build a goal-oriented mindset from the get-go.

Start with Marketing Goals, Not Tactics

In this episode, Tessa Barron, Senior Vice President of Marketing at ON24, talks about why marketers should shift their focus from traditional marketing tactics to a goal-oriented approach. Tessa explains how marketers often fall into the trap of continuously using new tactics without clear objectives and how harnessing the right data can transform a strategy.

Tessa discusses the importance of identifying key signals that indicate buyer readiness, using webinars and events to gather valuable first-party data and using that to create actionable insights that align marketing with sales. We also hear Tessa explain why marketers should create scorecards, identify the metrics that matter most, and improve conversion rates by leaning on data to drive decision-making.

In This Episode

1:54 – A shift to goal-oriented marketing
6:22 – Leveraging webinars and other tactics for collecting customer data
11:11 – The importance of asking customers the right questions and using those answers
14:41 – Aligning marketing and sales to achieve conversion goals
18:58 – Testing, iterating, and improving conversion rates
26:49 – Why pipeline is a “lagging indicator”
31:32 – Why brand awareness is a leading indicator
33:51 – Using metrics that matter

Quotes:

“Starting with the goal first, and then the last step is determining the tactic that can really help marketers make the shift.”

“What aspect about a buyer makes them more likely to convert to an opportunity than not? By knowing that, you can start to set traps. You can start to create different interactions that will help uncover that.”

“There is no database on the planet, no third-party resource that can give you that kind of qualitative information that really makes a difference when we talk about improving conversion rates to pipeline and ultimately revenue.”

Resources:

Connect with Tessa on LinkedIn: https://www.linkedin.com/in/tessa-barron/

Purchase the book at koganpage.com/datadrivenpersonalization (use code CCData20 for 20% off and free shipping in the UK and US) and sign up for more content at convinceandconvert.com.

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What do students want to see when researching potential schools? It’s a question that all higher education marketers need to ask, and the answers aren’t always obvious. But good news! Our latest research, the 2024 Higher Education Marketing Report, reveals what the data says about student preferences and the strategies of current marketers in the space. We’re joined by Strategist at Convince & Convert and Co-Founder of Social Fresh, Jason Keath, who takes us through the top insights in the report.

Full Episode Details

What marketers plan to do with their content and what students want to see aren’t always on the same page.

In this episode, Jason Keath takes us through some of the top insights that our report covers, including plans of current marketers in the higher ed space and student preferences from marketing content. Jason reveals that some marketers are turning away from email and YouTube, but the data reveals that this could be a mistake and doesn’t align with the type of content we know students resonate with. We hear why video and UGC should be a priority for higher marketers and which platforms are most popular for that audience.

This episode is packed with practical advice for higher ed marketers looking to optimize their strategies and allocate resources more effectively. Jason discusses the delicate balance of using AI in content creation, emphasizing the need for a human touch to maintain authenticity and connection with students. Jason also addresses the gaps in content topics that students are eager to see, such as career benefits, financial aid information, and internship opportunities.

In This Episode:

2:30 - Some background on the report and who was surveyed
4:35 - The benefits of a 3rd party assessment for higher ed marketers
6:05 - Major themes revealed by the report and the biggest gaps in higher ed marketing
7:59 - Why marketers aren’t utilizing video content as much as they should
11:11 - What Gen Z wants to see from content
13:12 - The surprising potential of traditional marketing
16:48 - Should higher ed marketers use AI?
19:07 - Why you shouldn’t depend on AI for content creation
12:09 - What prospective students want to see
24:29 - Where students go for information
26:09 - How higher ed marketers are using students within content
28:33 - How schools can restructure their strategy to cover topics students want to see
31:48 - Where can people find the report
32:29 - Advice for marketers in higher ed

Resources

Download the Higher Education Marketing Report
Connect with Jason on LinkedIn
Follow Jason on Threads
Social Fresh website

Visit SocialPros.com for more insights from your favorite social media marketers.

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Data-Driven Decisions is a new limited-series marketing podcast presented by Convince & Convert and shared with our Social Pros listeners.

How can organizations drive real impact with data? Many organizations already have plenty of data at their fingertips these days, but it’s not just about the data you collect. It’s how you use it. Joining this episode is Anthony Coppedge, the Principal Lead of eCommerce Seller Initiatives at IBM, who takes us through his methodologies for using data to make a difference in an organization.

Organizations Don’t Lack Data, They Lack Insights

Anthony leads business agility aims across sales, marketing, and product at IBM. But how does such a large organization manage and implement data insights to grow effectively? We hear Anthony’s insightful approach to capturing and acting on qualitative feedback with the ‘Retrospective Radar’ approach.

With AI such an important topic for many organizations, Anthony also takes us through how he uses the Watson Natural Language Processing tool to analyze unstructured data to create actionable insights. Anthony explains why having a clear north star in your organization is paramount and how his ‘Outcome-Drive Alignment’ model helps different teams come together with shared objectives to make smart, data-driven decisions.

In This Episode:

1:51 - How IBM manages to drive impact with data
4:09 - Why data is often underutilized
6:30 - How data can identify challenges and misalignments in a team
14:00 - How the ‘Retrospective Radar’ works
20:41 - How IBM pulls the right insights from qualitative feedback
28:46 - How businesses can use feedback to empower team members
33:15 - How AI can help you gather insights from unstructured data
39:05 - Changing people’s minds with good data
40:26 - How the outcome-drive alignment model helps you take action

Quotes:

“Everybody knows what it's like to be swimming in data. What you need to be swimming in is insight.”

“Qualitative feedback is a type of data. So if you get feedback in a survey or a poll or a thumbs up or a thumbs down or verbatim text, all of that is a type of data. It's unstructured data, but it's data. And what we want to do is parse that data and understand it in a quantitative way.” “Feedback is a gift, but aggregated feedback is actionable intelligence.”

Resources:

Connect with Anthony on LinkedIn: https://www.linkedin.com/in/anthonycoppedge/
Watson Natural Language Processing Demo: https://www.ibm.com/demos/live/natural-language-understanding/self-service/

Purchase the book at koganpage.com/datadrivenpersonalization (use code CCData20 for 20% off and free shipping in the UK and US) and sign up for more content at convinceandconvert.com.

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How do some of the top brands like Netflix, Nike, and Disney drive audience participation and fandom? We find out in this episode, where we look back at one of our favorite conversations from last year with Alyssa Bonanno, the Chief Creative Officer and Founder of next-gen creative agency Better Half.

Full Episode Details

Audience participation and engagement are crucial for the consumer and entertainment brands that Better Half works with. But what’s the key to tapping into those fandoms? For Alyssa Bonanno, the trick is being “fandom-led.” She joins the show to share how her agency fosters great working relationships with huge brands and their audiences to drive results.

We hear how the small-but-mighty team thrives, the benefits of intentional hiring, and how her agency manages consistently high-quality social output for brands. Alyssa gives us some back story on how she built her team, Better Half’s own strategy for success, and why she believes you need to take big swings on social to get noticed.

In This Episode:

1:32 - An introduction to Better Half
3:35 - Excelling for big clients in a boutique agency
6:07 - Sustaining community engagement with Netflix
9:46 - Matching Netflix’s identity on social
12:15 - Operating in the niche vs mainstream
14:09 - Intentional hiring for difficult roles
19:47 - Alyssa’s team structure decisions
21:45 - How Better Half showcase their culture
25:10 - Better Half approach to social
28:32 - How Better Half uses Substack
30:14 - Where to find Alyssa and Better Half
33:09 - Alyssa answers the Final Two

Resources

Alyssa’s website
Connect with Alyssa on LinkedIn
Follow Alyssa on Instagram
Better Half website
Connect with Better Half on LinkedIn
Follow Better Half on Instagram

Visit SocialPros.com for more insights from your favorite social media marketers.

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Data-Driven Decisions is a new limited-series marketing podcast presented by Convince & Convert and shared with our Social Pros listeners.

How do you compare with your peers? It’s a question that every marketer asks, and data is the trick to removing the guesswork from that answer. But finding the right data to benchmark yourself against your peers can be a challenge. Joining the podcast this week is Rob Garf, the VP and General Manager of Retail at Salesforce. He explores how Salesforce builds insights for retail customers to gain clarity on where they sit in the market.

Infuse Data into Everything You’re Doing

In this episode of Data-Driven Decisions, Rob discusses how retailers use Salesforce’s Shopping Index to compare their performance with peers and what types of data are most important to focus on. Our conversation delves into the methods of collecting actionable insights, the importance of understanding customer behavior, and why data-driven personalization is key to building a great customer experience.

Rob also shares plenty of examples of how retailers have used Salesforce's data to enhance their business operations and offers advice for organizations aiming to build a data-centric culture. We also explore how Salesforce’s annual holiday predictions have increased brand recognition and built trust with executives.

In This Episode:

1:40 - How Salesforce gathers insights that impact customers
3:37 - How Salesforce decides which data is most useful for clients
5:11 - Tying data insights into day-to-day actions
9:26 - Empowering clients and the Salesforce team to build a culture of data
11:59 - Using research as content
16:33 - How data can drive personalization
20:52 - Why customers now expect personalization
23:07 - Salesforce’s holiday insights campaign
26:20 - How Salesforce’s insights drive brand recognition
31:44 - Rob’s advice for organizations that want to lead with data
35:42 - How Salesforce builds a culture of data in a large organization

Quotes:

“Anytime we're thinking about collecting data or thinking about telling stories with the data, we try to get as many stakeholders involved in it as possible. And so, we're really getting collective wisdom.”

“I really encourage the team to think about the headline. It's really the thesis. What are we trying to convey? And then work backward to understand how we get the data to either substantiate that point or counter it.” “Brands and retailers are looking for different and creative ways to capture data in exchange for some value rather than asking a consumer to fill out a questionnaire to learn who they are. It's about then using that data, activating that data, and using it to better their shopping experience.”

Resources:

Connect with Rob on LinkedIn: https://www.linkedin.com/in/rob-garf-224395/

Purchase the book at convinceandconvert.com/data-driven (use code CCData20 for 20% off and free shipping in the UK and US) and sign up for more content at convinceandconvert.com.

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The B2B space is not something you usually associate with the world of influencer marketing. And yet, Salesforce is leading the way in B2B influencer collaborations. How? We find out in this episode of Social Pros with Mikaely Quaranta, Senior Manager of Social Media, and Ashlyn Remillard, Director of Global Social, Influencer & Content Strategy.

Full Episode Details

Mikaely Quaranta and Ashlyn Remillard lead the employee advocacy program, global social strategies, influencer marketing, and community management sides of Salesforce’s marketing department. With a lot of plates to balance, we hear in this episode how they approach all of these segments and how a B2B brand like Salesforce can win on social media.

Our conversation covers the duo's innovative approaches to social channels, their experience in community management, social listening, analytics, and influencer partnerships. We hear how they measure success and ROI, and their approach to managing different creators and business partners.

Ashlyn and Mikaely also swap stories of their favorite campaigns they’ve worked on, where they turn for inspiration, and their tips for social media success.

In This Episode:

2:26 - Mikaely and Ashlyn explain their roles at Salesforce
4:35 - Why Salesforce invests in influencer marketing
7:09 - How Mikaely and Ashlyn manage messaging across different tiers
12:12 - How Salesforce defines micro influencers
15:06 - How Salesforce measures success both externally and internally
19:45 - Surprising experiences of managing influencer marketing
23:21 - How Mikaely and Ashlyn give space for new ideas
26:18 - How Mikaely and Ashlyn manage creators and business partners
29:23 - Where they go for inspiration
33:55 - Mikaely and Ashlyn share their favorite campaigns and social channels
38:44 - The best places to connect with Mikaely and Ashlyn and Salesforce
41:52 - Top tips for aspiring social pros

Resources

Connect with Mikaely on LinkedIn
Connect with Ashlyn on LinkedIn

Visit SocialPros.com for more insights from your favorite social media marketers.

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Is it true that many Americans perceive their homes not just as living spaces, but as vehicles for wealth accumulation? And can this lead to a disconnect between their desires and the reality of home ownership? In this episode of Data-Driven Decisions, we find out.

What do Americans really want from their homes?

Is it just a cozy living space, or something more profound? Join us as we dive into the psyche of the modern homeowner with Erin Willis, Chief Insight and Marketing Officer at Sekisui House, one of America’s leading home builders.

We look at the importance of understanding customer happiness and how it's at the core of creating homes that truly feel like a sanctuary. Erin also delves into the methodology behind Sekisui House's customer-centric approach, revealing the synergy between data-driven decisions and a genuine understanding of customer needs.

From leveraging video diaries for real insights to incorporating behavioral science into home design, this episode shines a light on the innovative strategies employed to make homes that genuinely cater to the happiness and health of their residents. This includes addressing common challenges like storage and space optimization, which are crucial for creating a stress-free, comfortable living environment.

Erin also shares the exciting launch of SHAWOOD, a brand that exemplifies Sekisui House's commitment to offering architecturally unique, environmentally friendly homes that meet modern needs.

In This Episode:

01:04 - Introducing Erin Willis and Sekisui House
03:09 - The overall strategic goals of Erin’s role as Chief Insight and Marketing Officer
05:31 - What American homeowners are looking for compared to other countries
08:20 - How Sekisui House conducts research into homeowner needs
10:40 - Building a culture of curiosity in your team and organization
13:29 - Turning insights into messaging that resonates with your audience
16:27 - How the data impacts the content that they create
19:44 - How Sekisui House sets customer expectations and measures them
22:15 - The launch of SHAWOOD and what it means for Sekisui House
25:02 - How Sekisui House validates hypotheses
27:31 - How the company extends customer lifetime value and builds loyalty
30:50 - Advice for marketers to start using data insights to develop a better customer experience
34:03 - Practices and guidelines that promote a sense of safety and creativity within the team
36:20 - Insights Erin wishes she had known at the beginning of her journey
39:23 - Examples of companies Erin admires for marrying customer-centricity and data

Quotes:

“Building a culture of curiosity is something that I always encourage organizations to do. What kinds of practices do you have in your team's meetings or in your guidelines or in your processes that help to create that sense of safety, and make sure that folks feel like they can bring their questions and their ideas to the table?”

“A lot of Americans view their home as an investment property. It's a vehicle to accumulate wealth. And it ceases to be a home when you start to think about it like that. A lot of people don't feel at home in their homes.”

Resources:

Sekisui House: https://www.sekisuihouse-global.com/
Connect with Erin on LinkedIn: https://www.linkedin.com/in/erinboggswillis/
Connect with Zontee on LinkedIn: https://www.linkedin.com/in/zonteehou/

Purchase the book at convinceandconvert.com/data-driven (use code CCData20 for 20% off and free shipping in the UK and US) and sign up for more content at convinceandconvert.com.

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Are you focused on the right things on social media? Or are vanity metrics keeping you up at night? In this episode, we take a deep dive into what’s really important on social media for brands with Kate DiLeo, CEO and Brand Architect of The Brand Trifecta.

Full Episode Details

Join us for an insightful chat with Kate DiLeo, CEO and Brand Architect of The Brand Trifecta, as she shares practical tips for building an authentic brand presence on social media. With a unique background in sales, Kate brings a fresh perspective to brand building on social media. We hear her approach to creating meaningful and real content that reflects her brand voice on LinkedIn and why she chooses to focus on only two platforms for her content.

Kate explains that while it’s easy to get caught up on vanity metrics, social pros need to focus on what really matters – being real and connecting with people. She also recommends finding a niche and keeping your content laser-focused rather than trying to talk to everyone. Hear her thoughts on AI, running events, and how she came to write her book, ‘Muting the Megaphone.’

In This Episode:

2:50 - How Kate moved from sales to social
6:05 - How Kate built her brand methodology
8:30 - The importance of developing a clear brand voice
10:41 - Kate’s advice for focusing on LinkedIn as your go-to platform
12:45 - How she finds balance between her real and professional lives on social media
14:37 - AI’s impact on brand building
18:23 - Why finding your niche is key
20:21 - The importance of knowing what to say no to
21:45 - How to start building your brand on social
24:27 - Kate’s experience of running events
26:10 - Kate’s approach to cultivating her network
27:31 - Kate shares details about her current and upcoming book
31:20 - How leaders who can reflect on what’s holding them back
34:01 - Kate’s top tip for aspiring social pros

Resources

Download ICUC’s Data-Driven Personalization Report
Connect with Kate on LinkedIn
Follow Kate on Instagram

Visit SocialPros.com for more insights from your favorite social media marketers.

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New podcast series alert from Convince & Convert!

Full Episode Details

A brand new series hosted by Zontee Hou, our Managing Director, looks at the lessons we can take from data to inform the best marketing practices and internal culture. In this trailer episode, we catch a bit of her interview with Daniel Lemin on the Social Pros podcast, where she talks about her new book Data-Driven Personalization. She discusses some of the key insights from the book, why marketers need to have a more important presence at the ‘data table’, and how the concepts in the book apply to every marketer.

Data is more important than ever and gives marketers a seat at the table, not just when it comes to marketing decisions but also discussions that affect company culture, team structure, and sales.

The book and podcast explore lessons and insights for marketers to get more out of the data they have and translate that into impactful and personalized customer experiences that increase customer lifetime value and allow us to develop more engaging marketing strategies.

In This Episode:

An introduction to the book, ‘Data-Driven Personalization’
What we can learn from companies who use data to drive decision-making
Why we’re launching the Data-Driven Decisions podcast
Topics the podcast will cover

Quotes:

“Whenever I can capture stories and share them and also explore why people made the decisions that they did behind the data, it makes it more tangible for us as marketers, and it makes it more usable to the folks who are looking at this content.”

“We're not just going to be talking about marketing specifically, we're also going to be talking about the nexus of marketing and sales, the nexus of data and internal culture. So there's going to be a lot of really fascinating conversations.”

“My goal is to make sure that you are really seeing how these ideas are applicable within your own organizations so that you have ideas of how you can make a more impactful marketing presence through data.”

Resources:

Connect with Zontee on LinkedIn: https://www.linkedin.com/in/zonteehou/

Purchase the book at convinceandconvert.com/data-driven (use code CCData20 for 20% off and free shipping in the UK and US) and sign up for more content at convinceandconvert.com.

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As a creative, where do you stand on AI? Do you see it as a friend or foe? In this episode of Social Pros, we speak to Simon Berg, Founder of Ceros, who talks about the use of AI in the creative space and how we can find that happy place in the middle…

Full Episode Details

New AI tools are coming at us thick and fast. That genie has well and truly left the bottle and as creatives, it’s time to decide whether we will embrace it as a part of our work processes or get left behind.

While this might sound harsh to some, it’s the conversation that everyone is having and it was great to dive into it with British entrepreneur and thought leader in AI and creativity, Simon Berg.

Simon opens up about his journey from struggling with academic and family constraints, to finding solace in creative expression. He emphasizes the significance of embracing AI as a collaborator, providing many of his own experiences navigating its potential and challenges.

He also talks about the importance of authenticity, how to effectively brief AI tools, and the role of constructive feedback in personal and professional growth. Simon also expresses his vision for a future where productivity is driven by creativity, underscoring the necessity for organizations to adapt to the insanely quick advancements in AI technology.

In This Episode:

1:08 - The early days of Ceros and what it is today
2:33 - What it was about the creative space that Simon felt needed a solution like Ceros
4:56 - How Simon came to start interacting with AI and how he feels about it as a creative
8:23 - Simon’s advice for creatives worried about gen AI uprooting everything they’ve known
13:06 - Why we should play with AI and the benefits
15:08 - How organizations should support and onboard their people when introducing new AI tools
18:54 - Unpacking the concerns around the opportunity for AI tools to inherit bias
19:37 - How to brief your AI companion better so the results are authentic and accurate
25:36 - Simon’s advice to someone looking to express themselves more creatively
25:46 - Why you need to surround yourself with people who tell you what you need to hear not what you want to hear
29:51 - What Simon is most looking forward to over the next five years
32:30 - Where to connect with Simon
33:43 - Simon’s advice to Social Pros

Resources

Grab your free Social Media Audit Bundle
Meet Gemma
Connect with Simon on LinkedIn

Visit SocialPros.com for more insights from your favorite social media marketers.

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If you want to connect with your audience in the here and now, you’ve got to lean into the moment. That’s one of the key takeaways from this episode with Renee D. Edwards, Global Social & Brand Marketing Executive. Renee brings bags of experience and wisdom to this episode, having worked with huge brands like IBM, Intel, and Samsung.

Full Episode Details

All brands want to build that all-important connection with the audience on social media. But it is definitely easier said than done. Luckily, we have Renee D. Edwards on the show to give us some pointers on embracing and building your community on social media.

For Renee, sometimes social pros need to “color outside the lines” and try something a little different – whether that be spending extra time engaging in the comments or collaborating with brands and content creators. We hear in this episode how social comments are “the new Twitter,” and why social pros should spend time connecting with people and other brands via comments.

Renee shares her take on why she values collaboration over competition. While social media is a highly competitive place, sometimes it pays dividends to collaborate with other brands to create fun, refreshing content that stands out on your audience’s social feed. We also hear her thoughts on AI, authentic content, working with content creators, and more.

In This Episode:

2:22 - Renee shares what she’s working on and is most passionate about
4:05 - The themes Renee is seeing in the B2B space
6:57 - Leaning into the moment on social
8:35 - How B2B and B2C social strategies differ
10:35 - Being social savvy on LinkedIn as a B2B leader
13:27 - How AI is shaping how social platforms are used
14:18 - Why comments are the new Twitter
18:55 - Best practices for handling comments on social media
20:43 - How to balance collaboration with competition
22:40 - Renee’s favorite campaigns as a Webby Awards judge
25:21 - Highlights from Renee’s career
27:08 - Renee’s experience being an advisory board member of Storythings
29:09 - What brands can learn from content creators
32:54 - Renee’s favorite brands to follow on social media
35:44 - How to connect with Renee
36:53 - Renee’s advice for those looking to become a social pro

Resources

Join the Social Pros LinkedIn community
Connect with Renee on LinkedIn

Visit SocialPros.com for more insights from your favorite social media marketers.

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Is your brand ready for the future? Being a future-ready brand is about more than just hopping onto the latest tech trends. In this episode, we hear about what marketers can do to keep their brands ahead of the game. We welcomed Mitch Duckler, Managing Partner at FullSurge & Bestselling Author of The Future-Ready Brand and The Indispensable Brand, to share insights he uncovered in his research.

Full Episode Details

Mitch Duckler, as Managing Partner of consultancy firm FullSurge, is well-versed in what brands can do to drive and accelerate growth. And a big part of growth is looking forward to the future.

So how can you make your brand future-ready?

When writing his recent book, The Future-Ready Brand, Mitch interviewed CMOs from Fortune 500 companies to get their perspectives on new technology, audience expectations, and how they’re preparing for the future. We hear some brilliant insights into how CMOs at some of the top brands are experimenting with technology like AI and AR, and why they’re trending cautiously right now.

Mitch talks in detail about the differences in generations and how Gen Z, an important demographic for brands, prefers content that’s authentic, not polished, and brands with a clear purpose.

In This Episode:

2:03 - A background on Mitch, his role, and book
3:27 - The most surprising feedback Mitch received from CMOs
5:28 - How brands are balancing using AI with maintaining brand identity
8:13 - Why brands with a clear purpose are popular with Gen Z
10:48 - How brands are pivoting due to societal changes
12:57 - How brands are targeting different generations on different platforms
15:28 - Why control has shifted to the consumer on social media
18:24 - How emerging technologies are helping brands meet their audience where they are
23:12 - What smaller brands can do with limited resources
27:14 - Mitch’s tip for anyone looking to become a marketer or social pro

Resources

ICUC’s 2024 State of Data-Driven Personalization report
Connect with Mitch on LinkedIn

Visit SocialPros.com for more insights from your favorite social media marketers.

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Why do people follow brands on social media? What prompts them to unfollow? How close are social media followers to becoming customers? These are important questions that just about every social pro has asked themselves. We can make guesses and predictions, but what does the data say? Hootsuite’s Social Media Consumer Report is full of incredibly useful data for marketers, and their Head of Content, Sarah Dawley, joins this episode to talk us through it.

Full Episode Details

Social media is changing all the time, and with it, consumer expectations, preferences, and behavior. Hootsuite’s latest report provides solid data answering the key questions marketers have about social media. Sarah Dawley, the Head of Content at Hootsuite, joins us in this episode to highlight the most important findings for social pros to be aware of.

The data that Sarah takes us through answers key questions on why people follow and unfollow brands, the top things consumers are looking for, and how brands can tap into that. We talk about some of the more surprising findings around purchase intent, plus the not-so-surprising findings too.

Sarah gives her take on AI in social content generation and how it relates to (and potentially harms) the audience’s need for authentic content. We also hear some great tips on how brands can reuse and repurpose content, Hootsuite’s fantastic method for promoting the report, and why B2B social content should never be boring.

In This Episode:

2:30 - An introduction to the report
4:38 - How brands can connect with their audience
6:17 - The top thing that surprised Sarah about the data
8:05 - Why people unfollow or don’t follow brands in the first place
12:11 - How the use of AI affects authentic content
15:01 - How can teams use AI
17:33 - Why people follow brands on social media
21:17 - Advice on building an efficient content strategy
23:16 - The trick with repurposing content
24:32 - How Hootsuite promoted their latest report
27:40 - What holds B2B brands back?
30:13 - Where to find the report
31:42 - Sarah’s top tip for social pros

Resources

Join the Social Pros community on LinkedIn
Follow Sarah on X
Connect with Sarah on LinkedIn
Hootsuite's Social Trends Report

Visit SocialPros.com for more insights from your favorite social media marketers.

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Get ready to learn about the magic of marketing! Bennie F. Johnson, CEO of the American Marketing Association, joins the Social Pros podcast to shed light on why he believes marketing is equal parts art, science, and magic.

Full Episode Details

In This Episode:

2:15 - How the American Marketing Association supports the marketing community
6:05 - Why marketers need communities more than ever
8:35 - How marketers can embrace AI
12:07 - What marketers need to know about different privacy regulations
14:20 - Balancing communication with community members
18:31 - How Bennie speaks to future marketers
21:45 - How marketers can communicate their value to a wider organization
25:53 - Why risk and curiosity are key to marketing
30:44 - Leading authentically in marketing
32:30 - Bennie’s one tip for those wanting to become a social pro

Resources

Join the Social Pros community on LinkedIn
American Marketing Association
Connect with Bennie on LinkedIn

Visit SocialPros.com for more insights from your favorite social media marketers.

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In the world of podcasting, the most important element is the story you’re trying to tell. You can have all the best equipment at hand, but it’s the story that makes it. We’re getting a little meta this week with a podcast episode about podcast episodes and storytelling with Elaine Appleton Grant, CEO of Podcast Allies and Host of the Sound Judgment podcast.

Full Episode Details

Now, we’re no strangers to sharing great stories on this podcast. But this episode is a little different. We peek behind the curtain and look at what it takes to unravel these stories in a podcast. And it all begins with the host.

The host of Sound Judgment and CEO of Podcast Allies, Elaine Appleton Grant, gives us a masterclass on how to tell a great story by asking great questions and being curious above all.

Elaine shares plenty of anecdotes from her career and the brilliant public speakers and podcasters she’s met along the way, including the former host of this very podcast, Jay Baer. In each of these stories, Elaine breaks down the key lessons she’s learned and teaches to others, including the importance of preparation, asking questions that really dig into the details, and how to be a good listener.

There’s so much to take away from this episode if you’re interested in starting a podcast or want to improve your hosting skills. But equally, there’s plenty of value if you’re in the business of telling stories on social media.

In This Episode:

2:25 - Why it’s so important to share and tell stories
4:00 - What Elaine learned from Jay Baer’s Standing Ovation podcast
5:50 - Elaine gives a breakdown of what her podcast is about
7:51 - Elaine’s background in storytelling
9:51 - How Elaine approaches getting into deeper stories on her podcast
16:34 - How framing questions the right way helps you mine for stories
22:54 - How to become a great listener
25:25 - Why curiosity is the key skill
26:29 - How looking for different perspectives can uncover multitudes of stories
33:08 - How do you start becoming an expert storyteller
37:11 - The final two questions

Resources

Grab your free Social Media Audit Bundle
The Sound Judgment podcast
Podcast Allies
Connect with Elaine on LinkedIn
Follow Elaine on Instagram

Visit SocialPros.com for more insights from your favorite social media marketers.

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Joseph Galbo, Social Media Specialist at the U.S. Consumer Product Safety Commission, is a certified friend of the Social Pros podcast! We’re thrilled to have him back as a third-time guest on the show to talk about his work at CPSC and his tips for making safety content fun and engaging.

Full Episode Details

How do you take something like product safety information and turn it into a library of fun, interesting, and entertaining content? Well, Joseph Galbo, Social Media Specialist at the U.S. Consumer Product Safety Commission, shares his secrets in this episode.

We hear a rundown of what social is like at CSPC, how it’s changed since we last spoke, and Joseph’s creative approach to getting important information out there.

Joseph shares stories of unique social campaigns he’s worked on, from the CPSC album drop to its Marvel-like universe of characters, including Potato the Dog, Copernicus Jackson the Cat, and Quinn the Quarantine Fox, who all share important messages with the public.

Aside from talking about safety memes, Joseph chats about the importance of engagement data, evergreen content, and communicating different safety issues around the U.S.

In This Episode:

3:35 - What social media is like at CPSC and what’s changed
6:25 - How CPSC strikes a balance between serious information and fun content
8:40 - Joseph explains the album drop campaign
13:50 - Taking a more creative approach to communicating with the public
15:52 - How Joseph gets creative ideas approved
19:28 - How government agencies are evolving on social
26:47 - How CPSC uses engagement data and social listening
29:34 - Joseph explains his favorite projects and why CPSC has a Marvel-like universe of characters
32:47 - Joseph asks our Social Pros hosts about following government accounts
37:08 - Why people are looking for more hopeful content on social
38:13 - Joseph’s top tip for anyone looking to become a social pro

Resources

Grab your free Social Media Audit Bundle
Follow the US Consumer Product Safety Commission on X
Connect with Joseph on LinkedIn
Join the Social Pros community on LinkedIn

Visit SocialPros.com for more insights from your favorite social media marketers.

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This episode with Fractional VP of Social Media at Social Proof Agency, Robyn Nissim, is a masterclass in social media. Hear about her journey from in-house roles to fractional work, the importance of investing in social media, and much more.

Full Episode Details

This episode welcomes Robyn Nissim, who shares her journey from Head of Social at big brands such as Alo Yoga and Anastasia Beverly Hills to her current role as Fractional VP of Social Media for a variety of brands. Robyn reflects on the pivotal shift towards a digital-first approach and emphasizes the importance of adapting in the dynamic social landscape.

Host Leanna Pham and guest co-host Sunny Hunt talk to Robyn about how vital it is to invest properly in social, and she highlights the percentage of online users that are influenced by brand social media—a compelling stat that shows just how important it is for brands to be engaging effectively. They talk about the value of tracking impressions, click-through rates, and cultural impact, emphasizing the need for brands to align their strategies with the digital behaviors of their target audience.

The conversation also explores Robyn’s thoughts and advice on innovative influencer marketing strategies and the role of social media teams within organizations. Robyn shares her favorite structure for her social teams, advocating for cross-functional collaborations and strategic content planning. They also discuss finding the balance between leveraging trends for brand visibility and maintaining a robust content strategy grounded in brand authenticity.

In This Episode:

0:40 - Robyn expands on her current role
2:14 - What she loves about building teams
3:54 - How she approaches brands that aren’t investing in social
6:13 - Why brands need to invest in roles and responsibilities within the social team
8:42 - Robyn’s ideal social team breakdown
11:32 - How social teams can share their insights with the whole organization
13:06 - Ways small teams can get a seat at the table
15:03 - Trends Robyn is seeing in social currently
21:17 - Advice for starting an influencer program
23:35 - Robyn’s favorite activation and why
26:04 - In-house roles vs fractional roles

Resources

Grab your free Social Media Audit Bundle
Connect with Robyn on LinkedIn

Visit SocialPros.com for more insights from your favorite social media marketers.

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How does an Ivy League school manage its social media with a small team? We asked Maya Wesby, Social Media Manager at Harvard Graduate School of Education, for some insider insights into her role on this week’s Social Pros.

Full Episode Details

With a small social media team consisting of Maya Wesby (Social Media Manager) and a student intern, a key part of Maya’s role is wearing many different hats. While challenging, Maya’s realm of responsibility includes creating social-first content for multiple platforms, videos, editorial content for the website, and even a podcast on top of it all.

Maya joins this episode of Social Pros to share her secrets to balancing it all and creating engaging content for students, alumni, faculty members, and anyone else interested in learning about the school.

In this episode, we hear how Maya has become a master at prioritizing the best content to work on, how she jumps on opportunities to create new content, and where she gets inspiration from. We also hear a bit about her personal branding on LinkedIn and why she’s a big fan of the platform.

In This Episode:

1:38 - Maya gives us an introduction to her role
4:13 - Who Maya’s audience is on different platforms
5:11 - The challenge of managing different brand voices across social media channels
7:07 - Balancing social-first content to build a community with the institution’s needs
8:18 - How Maya prioritizes what content to work on in a small team
10:08 - Maya’s experience with generative AI
13:06 - How Maya seeks out student events that make great social content
14:50 - The types of engagement Maya seeks out and how she manages reporting
16:45 - Maya shares some of her favorite content projects
20:26 - How to review last year’s content and take it up a notch
23:29 - Why Maya uses LinkedIn for her personal brand
27:54 - Maya’s top tip for those looking to become a social pro

Resources

Grab your free Social Media Audit Bundle
Connect with Maya on LinkedIn
Follow Harvard Graduate School of Education on X

Visit SocialPros.com for more insights from your favorite social media marketers.

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HeyOrca, the uniquely named social media scheduler, is one to keep an eye on for some community-driven content inspiration. Their CEO, Joe Teo joins this episode of Social Pros to share his vision behind collaborative work, building a community, and the story behind the name HeyOrca.

Full Episode Details

Joe Teo is the CEO, aka “Chief Executive Orca,” at HeyOrca, a social media scheduler built to make collaboration between social teams simpler. He joins the Social Pros podcast to share his philosophy on a community-first approach to social media and advice for social pros to lean into the communities they want to build.

Joe explains where the idea behind HeyOrca came from and how important it was to build a tool that makes collaboration easier within social and marketing teams. He talks about customer feedback and how that’s helped HeyOrca to evolve, optimizing video content for social, and the important question you should ask yourself before you post something.

In This Episode:

2:04 - A little background on HeyOrca
4:07 - How Joe pivoted his focus to community building
8:00 - Why Joe works closely with users and uses audience feedback to evolve the platform
10:42 - How Joe stays on top of all the evolving changes in social media
14:54 - Joe shares details of his new project, the HeyOrca Podcast
18:13 - Joe explains what it’s like to work with non-profits and faith-based organizations
21:58 - Why Joe has invested more time in his personal brand
27:20 - The important question to ask yourself while building your personal brand
29:00 - Where the name HeyOrca came from
34:07 - Joe’s tip for social pros

Resources

Grab your free Social Media Audit Bundle
Follow HeyOrca on LinkedIn
Follow HeyOrca on Instagram
Follow HeyOrca on X
The HeyOrca Community on Facebook

Visit SocialPros.com for more insights from your favorite social media marketers.

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Social media for brands has evolved and a big driver of the shift has been the emergence of the creator economy. Audiences resonate with organic, user-generated content on a level rarely seen with other strategies. To talk more about how creators can evolve on social, we welcomed Katelyn Sorensen, the CEO of Planoly. Full Episode Details

Planoly is the first social media management tool built by creators, for creators, and CEO Katelyn Sorensen shares her story on the podcast. In this episode, we hear how Planoly helps creators manage their content more effectively and how it partners with many creators to promote the tool.

Katelyn is a big fan of the supportive nature of the creator economy, and Planoly’s partnership program makes it easier to connect with creators who want to tell the world how much they love Planoly.

We discuss the realities of being a creator and how consistency can pay off in a field with a low barrier to entry but a huge mountain to climb to reach success. Katelyn talks a bit about the evolution of Instagram, and we swap stories on our very first Instagram posts. Thankfully, we’ve all learned a lot since those days…

Katelyn also talks about why it’s a good thing that the creator community is less focused on follower counts and more on engagement – which is the real key to success on social. In This Episode:

1:33 - What is Planoly and how do creators use it?
3:23 - How the creator economy has evolved in recent years
6:20 – Katelyn talks about how earlier creators she’s worked with have evolved
8:40 – How Planoly finds great creator stories and works with the community
11:43 – Planoly AI features to help with creator burnout
16:23 - Why creators are less focused on follower counts these days
18:19 - Our very first Instagram posts and what we’ve learned since
20:07 – Katelyn’s favorite moments at Planoly
22:08 - What’s next for Planoly?
25:13 - How Katelyn balances the “always on” world with real life
28:52 - Katelyn’s advice for those looking to become a social pro

Resources

Grab your free Social Media Audit Bundle
Planoly
Follow Katelyn on X
Connect with Katelyn on LinkedIn
Follow Planoly on LinkedIn

Visit SocialPros.com for more insights from your favorite social media marketers.

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Are you ready to build a brand and become a creator? Then this episode of Social Pros is for you. We revisited one of our favorite episodes from 2023 with DoctorJonPaul. They are the Executive Producer of the BFF: Black, Fat, Femme Podcast, a writer, media critic, speaker, educator…and the list goes on. Hear their secrets to balancing it all while staying grounded.

Full Episode Details

It’s hard to explain everything DoctorJonPaul, Executive Producer of the BFF: Black, Fat, Femme Podcast, achieves with their content, but it’s an inspirational feat. DoctorJonPaul somehow manages to balance writing, creating, podcasting, public speaking, educating, and everything in between and has built a brand that people stop and take notice of.

We hear how they got their start on X originally but expanded to create a web of content and a strong personal brand that goes beyond just one platform. DoctorJonPaul explains why they decided to experiment with different platforms, and we hear about the origin story behind the podcast.

Creating so much content requires focus, and DoctorJonPaul shares their method for balancing it all and staying focused on what matters most. They also impart some words of wisdom on the nature of social media and why it’s important to stay true to your own brand and priorities.

In This Episode:

1:58 - How DoctorJonPaul became a creator
6:31 - Finding balance as a business owner and creator
8:05 - How to decide what to create each day
12:00 – Being intentional with self-promotion
16:09 - DoctorJonPaul’s take on the changes to Twitter/X
19:08 - The importance of branching out into different platforms
23:07 - The origin story of the BFF: Black, Fat, Femme podcast
32:58 - DoctorJonPaul’s advice for creators

Resources

Grab your free Social Media Audit Bundle
DoctorJonPaul’s website
Follow DoctorJonPaul on Twitter
Follow DoctorJonPaul on LinkedIn
Follow DoctorJonPaul on Facebook
Follow DoctorJonPaul on Instagram
Tune in to BFF: Black, Fat, Femme

Visit SocialPros.com for more insights from your favorite social media marketers.

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Higher education may have been slower to adopt modern marketing practices and technology like AI, but higher ed marketer Bart Caylor is on a mission to change that. As President and Founder of Caylor Solutions and The Higher Ed Marketer, Bart joins the Social Pros podcast to share his lessons on the best marketing practices for higher ed.

Full Episode Details

Bart Caylor, President and Founder of Caylor Solutions and The Higher Ed Marketer, predicts a declining demand for higher ed in the future, meaning schools will face greater competition for a smaller pool of potential students. So, it’s more important than ever that higher ed invests in great marketing practices.

In this episode, Bart shares his predictions for the future of higher ed marketing, what he tries to teach institutions that have been slower to adapt to modern marketing practices, and how schools can utilize AI effectively. Bart believes that AI is often underused, but the trick is learning how to train the AI to give you the results you need.

He shares his thoughts on the importance of content creation, managing marketing budgets, and how to become an authority in the higher ed space. We also hear about his journey to create The Higher Ed Marketer podcast and his book, Chasing Mission Fit: A Marketing Guide to Fill Your Institution with Students Who Will Succeed.

In This Episode:

1:42 - Bart explains how he first entered the higher ed marketing space
3:08 - How higher ed marketing has evolved
5:12 - Bart’s predictions on its future
7:38 - How higher ed marketers can adopt AI and get better at prompting
12:11 – Bart’s favorite use cases for AI
16:28 – Why the “early adopters” are only a few months ahead of everyone else
18:23 - Bart’s thoughts on younger people getting into higher ed marketing
22:16 - Using the necessary skills to succeed in modern marketing
24:10 - Why you don’t have to market to everyone
25:34 - Where Bart finds inspiration
28:57 - Emerging trends that marketers should pay attention to
31:40 - Insights and themes in Bart’s podcast
34:09 - How marketers are making mistakes
38:00 - Bart’s top tip for those looking to become a social pro

Resources

Grab your free Social Media Audit Bundle
Connect with Bart on LinkedIn
Listen to The Higher Ed Marketer podcast
Follow Bart on Twitter

Visit SocialPros.com for more insights from your favorite social media marketers.

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Brands and agencies are increasingly using influencers and creators to collaborate on social media content, but it’s still a brand new world for many in the social media space. Nathan Jun Poekert, Fractional Head of Social & Consultant, Founder of JUN Social, joins us on the Social Pros podcast to share his take on the current landscape of influencer marketing and collaborating with creators.

Full Episode Details

For influencers/creators and agencies to work in harmony, both sides may need to evolve in one way or another. This is one of the top takeaways from Nathan Jun Poekert, Fractional Head of Social & Consultant, Founder of JUN Social, in this episode of Social Pros.

As someone who’s collaborated with creators many times, Nathan shares his experiences and why he always prefers to work with creators who treat their work like a business, not just a creative venture. He gives his thoughts on influencer pay, how to attribute success the right way, and why timeliness is the golden ticket to great social content.

Nathan’s mic drop moment in this episode is around the approval process when it comes to bringing new ideas to clients and getting them out there. He says that social pros need to work fast to jump on trends, but sometimes agencies make this tough with long-winded approval processes.

In This Episode:

1:24 - Nathan’s perspective on working with influencers
4:28 - Why attributing success is so important when working with influencers
7:55 - Why creators who treat their work like a business are the most successful
10:40 - The growing pains of the creator industry
16:39 - Why Nathan believes social agencies need to evolve
22:09 - Why social agencies need to move fast and what’s stopping them
28:22 – The importance of giving social pros the freedom to enact ideas
30:51 - What a Chief Social Officer role could look like
34:10 – Why consistency both on social and the buying experience is key
35:58 - Who will be the first big company to make a CSO role?
39: 48 Nathan’s top tip for those looking to become a social pro

Resources

Grab your free Social Media Audit Bundle
Connect with Nathan on LinkedIn

Visit SocialPros.com for more insights from your favorite social media marketers.

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Content creators each have their own journeys and secrets to success, but for Justin Tse, content creator and CEO of Feature Media, it’s all about staying focused and consistently creating content that you love.

Full Episode Details

Two years since he was last on the show, Justin Tse, content creator and CEO of Feature Media, joins us on this episode of Social Pros to share some insights into how to succeed in content creation.

Justin explains how he’s able to stay focused and invested in his own work while maintaining a healthy audience in multiple niches. Starting out as a tech channel, Justin has branched out into lifestyle, travel, and car content, and this has proven to be beneficial in many ways, especially when it comes to brand partnerships.

We hear Justin’s advice on finding inspiration versus copying what others are creating and why it’s so important to build your own formula for success. Justin also shares his advice for new content creators and explains what he would focus on if he started from scratch today.

In This Episode:

2:58 - How Justin stays interested in content creation
5:51 - Justin tells us about winning Youth Entrepreneur of the Year in Canada
7:04 - Justin’s advice for younger listeners to stay relevant
9:47 - How Justin balances being true to himself and listening to audience feedback
11:51 - Justin shares details about his pivot toward travel content
13:36 - The benefits of working in multiple niches
15:38 - The value of collaborations with creators
16:56 - What’s changed in content creation since Justin first launched his Creator Cashflow course
19:14 – Pivoting between short and long-form content
19:51 - Becoming an influencer without a plan
21:36 - Content that inspires Justin
22:42 - Where Justin would start if he were to begin his creator journey from scratch
24:50 - Why content creation is sometimes about going with the flow
26:46 - Best practices for those working with brand partnerships
29:22 – Can brands compete with influencers?
32:48 – Why Justin moved away from podcasting
33:58 - Justin’s platforms of choice
36:59 – Balancing evergreen content with timely content
37:58 – Recent content projects Justin has worked on
39:59 - Justin’s top tip for those looking to become a social pro

Resources

Grab your free Social Media Audit Bundle
Follow Justin on Instagram
Follow Justin on YouTube
Connect with Justin on LinkedIn

Visit SocialPros.com for more insights from your favorite social media marketers.

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If you're in the market for career advice, this is the episode of Social Pros you need. We speak to Eric Stark, co-founder and President at Slate who provides some excellent reminders on how to be a decent human being, a great colleague and ultimately progress in your career.

Full Episode Details

This week’s guest is Eric Stark, Co-founder and President at Slate, and previously with the NFL in several different capacities. He joins this episode to tell us about his transition from working in social for a massive organization like the NFL to launching and running his own successful start-up.

He opens up about his own career progression and how he believes social pros, wherever they are in their career, can set themselves up for success. Eric has a deep understanding of what it’s like to manage the expectations of multiple teams when it comes to social and provides his thoughts on how to get your wins acknowledged and appreciated by your organization. Plus, why it’s important not to be too precious about what goes out on the channels you manage.

Eric also chats about how some of the best people he knows in social don’t maintain a personal brand and why that is often a good thing…

In This Episode:

1:35 - Eric explains what Slade is and what it does
4:46 - Why they expanded beyond sports and some new power users
9:23 - How social media is the centrepiece of the marketing team
10:31 - The best ways to grow and be promoted when you’re in social
12:20 - What Eric would tell his younger self
14:20 - Eric’s advice for social media managers who feel undervalued by their organization
16:23 - Why you shouldn’t wait to share your exciting wins with the organization as a whole
21:36 - Thoughts on whether having a personal brand is vital for those in social
23:56 - The benefits of having a strong personal brand
28:14 - What it’s like running a company like Slate now

Resources

Grab your free Social Media Audit Bundle
Connect with Eric on LinkedIn

Visit SocialPros.com for more insights from your favorite social media marketers.

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If you want to showcase the experience of being a student, who better to ask than the students themselves? We shine the spotlight on Boston University’s student creator program with Director of Social Media Dave McDonald. Much like with user-generated content, student creators bring authenticity, creativity, and expert knowledge to their audience.

Full Episode Details

Dave McDonald, Boston University’s Director of Social Media, joins Social Pros to talk about his Terrier Creator Program - a program for student social media creators to produce content about student life.

The program has been a huge success since its launch. BU’s social media content is fresh, engaging, and highly targeted to its audience because student creators have in-depth knowledge of what the target audience wants to see and engage with.

Dave explains how the program operates, his approach to coaching students, and why he prefers to let the students flex their creativity rather than restrict them with formal creative briefs. Dave also speaks about the importance of following trends, optimizing content for platforms, reporting on metrics, and ensuring creators always have the chance to bring new ideas to the table.

In This Episode:

1:22 - Dave explains his day-to-day responsibilities and the programs he runs
2:31 - How Boston University builds its international social presence
4:25 - Why reporting is so critical for Boston University’s social push
5:30 - What the Terrier Creator Program involves
8:42 – How the program optimizes content creation for each platform
10:07 – Why the program is open to new ideas from student creators
13:04 - How student creators highlight the student experience on social
14:09 - How Dave coaches student creators and other university departments
16:26 - The art of the pivot – how Dave coaches people through campaign pivots
17:45 - The importance of testing new ideas and jumping on trends
19:01 – How Dave balances the creator program with scheduled social content
20:30 - Why student creators don’t get strict creative briefs
23:03 - Dave’s advice on working with student content
24:27 – Dave shares some standout content stories
25:57 - What’s next for Dave’s team
28:59 - Dave’s top tip for becoming a social pro

Resources

Grab your free Social Media Audit Bundle
Learn more about the Terrier Creator Program at Boston University
Connect with Dave on LinkedIn

Visit SocialPros.com for more insights from your favorite social media marketers.

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Animal pics brighten our day here at Convince & Convert. We’re sure you can relate! But we’ve found out that there’s so much more to San Diego Zoo Wildlife Alliance’s social than animal pics. We’re thrilled to welcome their Senior Social Media Manager, Taylor Moore, onto Social Pros to tell us more.

Full Episode Details

Everyone loves animal content on social feeds, right? But what goes into the marketing behind animal content for San Diego Zoo, and how do they tap into humanity’s love for animals and garner meaningful results in the process?

On this episode of Social Pros, Taylor explores why wildlife conservation sits at the very heart of their content strategy and tells us the importance of storytelling on social.

Plus, she shares the story of how she posted a certain viral ‘dik dik pic’ and why great content can be cheeky as long as it’s relevant to your cause.

In This Episode:

2:14 - Taylor explains what the San Diego Zoo is and stands for
2:40 – The difference between San Diego Zoo and the Safari Park
5:46 – How they drive awareness through social
8:31 – How Taylor and her team stay inspired
11:18 – The story behind that Dik Dik post
14:14 – Social pros love hate relationship with content creation
15:49 – Their reptiles vs mammals performance metrics
20:16 – How they use Twitch and why it works
26:46 – How Taylor’s career has evolved and what’s next for her
33:19 – How you can connect with Taylor

Resources

Grab your free Social Media Audit Bundle
Connect with Taylor on LinkedIn
Follow Taylor on Instagram
That viral dik-dik pic…

Visit SocialPros.com for more insights from your favorite social media marketers.

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If you feel like your social strategy has plateaued, Michael Corcoran, Ex-Head of Social at Ryanair and Managing Partner of Frankly, has some bold suggestions for how you can refresh your approach on this episode of Social Pros.

Full Episode Details

Do you ever feel like you’re posting the same type of content over and over, but not getting the reach or ROI you once were? It can be easy to get stuck in a rut when you’re making risk-free decisions. This is why Michael Corcoran believes it’s time to be bold and question your choices.

In this episode of Social Pros, Michael tells us how brands can pull themselves out of the “sea of sameness” by re-evaluating their priorities on social. He shares how he helped transform Ryanair’s content marketing strategy as their Head of Social and gives us three foundations for a successful strategy.

Michael believes social media is “the biggest pyramid scheme since Tupperware” and in this episode, he tells us why!

In This Episode:

2:07 – Michael’s time at Ryanair
6:10 – What impacted Michael’s marketing at Ryanair
12:18 – Why social platforms should provide entertainment
15:24 – The benefits of lo-fi and creator content
16:45 – Why social media has become a pyramid scheme
26:51 – Michael’s advice for how to break onto social
35:54 – Why social pros need to challenge themselves and their peers
36:14 – Why social shouldn’t be about quick wins
37:04 – Social will continue to evolve
49:03 – Michael’s last two questions

Resources

Grab your free Social Media Audit Bundle
Connect with Michael on LinkedIn
Follow Michael on X
Follow Michael on Instagram

Visit SocialPros.com for more insights from your favorite social media marketers.

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Cut through the noise on LinkedIn with expert advice from Social Media Strategist and Brand Marketer, Jacqueline Joyner, as she joins this episode of Social Pros.

Full Episode Details

When it comes to creating and consuming B2B content, LinkedIn is the place to be. But with content saturation placing obstacles in your way, how can you create the content that gets your message heard?

Joining Social Pros to share her expert insights, predictions and expertise is Social Media Strategist and Brand Marketer, Jacqueline Joyner. She explains why there’s no secret sauce for social and why she champions experimentation, gut feeling and demonstrating value.

Don’t get her wrong though - there are some best practices she swears by! Jacqueline explains why leveraging data is essential to running a successful social media strategy.

In This Episode:

1:44 – Discussing Jacqueline’s career
5:33 – Why evolution is vital for sustained success on social
6:20 – What to bear in mind when approaching social
8:30 – Can gut feeling and snap decisions create great content?
10:39 – Why you should let content live and breathe
11:00 – Balancing data with creativity
13:52 – Persistence or consistency?
15:29 – Where to start with LinkedIn content
18:13 – How Jacqueline built toward success
22:09 – Where should paid social fit into your strategy?
27:44 – The power of copy
33:13 – The final two

Resources

Grab your free Social Media Audit Bundle
Connect with Jacqueline on LinkedIn
Follow Jacqueline on Twitter/X

Visit SocialPros.com for more insights from your favorite social media marketers.

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Some brands are built for social media, and FIBA 3x3 is certainly one of them. Their Digital Content Manager, Esteban Gonzalez, shares how their community-led strategy transcends borders on the Social Pros podcast.

Full Episode Details

FIBA 3x3 is a sporting discipline that is just perfect for social. But how do they keep their community spirit alive with a global audience?

Esteban Gonzalez favors a rare tactic – opening the organization’s DMs to the public. This allows him to take suggestions, leverage UGC and foster a “family atmosphere,” as he explains on this episode of Social Pros.

Esteban tells us how his team keeps community front of mind, whether it’s creating regular content or being on-site at events. He shares how FIBA 3x3 adds spontaneity to their content and how they welcome new fans into their community.

Plus, he shares why, if you’re passionate about content, you just need to create it and the opportunities will come.

In This Episode:

1:33 – Esteban introduces FIBA 3x3
4:20 – How Esteban handles FIBA 3x3’s global audience
6:09 – Creating content on the ground
7:54 – Keeping track of a content strategy
11:51 – Honoring different cultures and languages
13:45 – Why 3x3 keep their DMs open
16:40 – Appealing to crossover fans
21:09 – How Esteban grew from intern to manager
25:11 – Encouraging athletes to grow their social presence
30:17 – The power of livestreams
34:21 – Esteban’s final two

Resources

Grab your free Social Media Audit Bundle
Connect with Esteban on LinkedIn
Follow Esteban on Twitter/X

Visit SocialPros.com for more insights from your favorite social media marketers.

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If there’s one message social pros should live by, it’s to trust ourselves. Find out why as Jay Acunzo, Host of Unthinkable and Co-Founder of Creative Kitchen, returns to Social Pros.

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When it comes to social, it’s not always easy to trust your instincts. But the most authentic content that resonates with the most people comes when social pros believe in themselves. Jay Acunzo, Host of Unthinkable and Co-Founder of Creative Kitchen, tells us why as he kicks off 2024 with a bang.

We’ve all felt the weight of bosses’ expectations, brand guidelines and our own insecurities, but it’s time we flexed our creative muscles and felt empowered to share innovative ideas.

As Jay explains, audiences love marketing that feels human, and trusting your instincts allows you to share raw insights that no-one else can. He explains why trying new things, telling engaging and unique stories and making the content you really want to make is the key to success on social.

In This Episode:

2:01 – What Jay has done since his last appearance
4:43 – Why authenticity is a priority on social
9:55 – The first towards creating authentic stories
13:26 – The power of trying new things
18:05 – Can Jay’s model apply to everyone?
19:17 – Why AI is your intern, not your rival
27:44 – Jay’s take on perfection
29:22 – Aligning with your boss and keeping your creativity
40:32 – The final two

Resources

Grab your free Social Media Audit Bundle
Visit Jay’s website
Listen to Jay’s podcast
Read to Jay’s newsletter
Connect with Jay on LinkedIn
Follow Jay on Twitter/X
Follow Jay on Instagram

Visit SocialPros.com for more insights from your favorite social media marketers.

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Social media is bursting full of all sorts of creator content. But what lessons can social media marketers take from influencers? We ask Eric Gray, founder of Maverick Content Studio, on Social Pros.

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When you believe in the power of engagement and connection, there are tremendous opportunities for success on social.

That’s why Maverick Content Studio founder Eric Gray says it’s time marketers learn valuable lessons from creators and start making simpler, more compelling content.

Creator-style content is not only easy to make, but unlike some content that brings in big numbers chased by CEOs, it fosters a deeper audience connection. Eric shares how entrepreneurs are creating simple yet effective videos, and tells us why social pros should fight their fears and showcase their personalities.

And here’s some more good news… you can start today. Eric says action beats perfection. If you have a phone and a ring light, you’re good to go!

In This Episode:

2:33 – What Eric has been doing since leaving Universal Parks & Resorts
4:12 – Eric’s take on current events in social
8:16 – Why social first is a good marketing tactic
15:33 – Creating compelling content has never been easier
16:34 – Should you test ideas with influencers?
18:33 – The best practices brands should leverage from creators
22:02 – Why action beats perfection on social
26:12 – Eric’s impact on social at Universal Parks & Resorts
29:50 – Discussing Radical Content
32:14 – Eric’s Final Two

Resources

Schedule a consultation with ICUC
Grab your free Social Media Audit Bundle
Connect with Eric on LinkedIn
Follow Eric on Twitter/X
Visit the Maverick Content Studio website
Find out more about Radical Content

Eric’s previous appearance:

How Universal Parks & Resorts Creates In-Park Social Moments (2022)

Visit SocialPros.com for more insights from your favorite social media marketers.

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Join us for another deep dive into social media’s burning questions as we welcome Sammy Lent and Zach Fitch to the latest edition of Social Pros Unfiltered. Hear their insights on fandom, why Gen-Z’s pulling back from social and their top predictions for 2024.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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In 2024, Amazon will become the next big social media platform, brands will return to in-person community building and fans will become our greatest influencers.

Now, you may be wondering how we can predict the future. We can’t! But the closest we can do is ask our Social Pros Unfiltered guests, Sammy Lent and Zach Fitch, for their biggest predictions ahead of 2024.

Zach shares why he forecasts a rise in Amazon influencers (and how it could even create a little beef with TikTok), while Sammy explains why brands will start to leverage fandom to tell authentic stories to their audiences.

Sammy and Zach also discuss how brands should approach seasonal content, how managers can deal with Gen-Z stepping back from social and why LinkedIn’s ‘Open to Work’ badge isn’t such a red flag after all.

In This Episode:

2:18 – What percentage of Gen-Z is on social media?
3:17 – Why are Gen-Z pulling back from social?
11:30 – Should brands do seasonal content campaigns?
21:00 – What brands can learn from fandom culture
32:51 – Should you add the ‘Open to Work’ badge to your LinkedIn profile?
40:09 – Sammy, Zach and Gia’s predictions for 2024

Resources

Schedule a consultation with ICUC
Grab your free Social Media Audit Bundle
Connect with Leanna on LinkedIn
Connect with Gia on LinkedIn
Connect with Sammy on LinkedIn
Follow Sammy on Instagram
Connect with Zach on LinkedIn
Follow Zach on TikTok

Visit SocialPros.com for more insights from your favorite social media marketers.

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Have you heard of Notion? You’ve probably already been asked that question…and there’s a good chance that it’s already your “second brain.” Like all great products, it’s the community and the users who make it, so we sat down with Notion’s Head of Influencer Marketing, Lexie Barnhorn, to hear all about it.

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Deemed by many users as their “second brain,” Notion is the go-to place for people to jot down thoughts, ideas, collaborate on business ideas, and create templates for organizing your entire life. If you’ve not already tried it out, this episode with Notion’s Head of Influencer Marketing, Lexie Barnhorn, may just convince you…

Lexie gives us a window into why everyone’s talking about Notion. It doesn’t matter whether you’re following productivity influencers or your favorite D&D DM, the beauty of Notion is you can make it whatever you want. Influencers are at the heart of Notion’s growth and popularity because as Lexie says, they can talk about use cases in their own relatable brand voices.

We hear about Notion’s approach to evergreen influencer content, why trying too hard on TikTok is the wrong approach, how to make your social content more relatable, plus much more!

In This Episode:

1:47 – An introduction to Notion
3:09 – Lexie gives an overview of Notion’s influencer marketing strategy
6:01 – How Notion utilizes unconventional use cases
8:33 – Lexie’s strategy for reaching new communities
10:43 – How Notion balances marketing use cases with product marketing
15:06 – Lexie explains how she acts as an influencer for Notion
18:48 – How Notion maintains brand continuity across platforms
22:14 – The universal truths Lexie has learned while working at Notion
25:40 – How Notion speaks with its community about future developments
27:15 – Notion’s approach to influencer sourcing
32:01 – The final two questions

Resources

Schedule a consultation with ICUC
Grab your free Social Media Audit Bundle
Follow Lexie on Twitter
Connect with Lexie on LinkedIn

Visit SocialPros.com for more insights from your favorite social media marketers.

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How can global brands cultivate a strong sense of community that keeps their audience interested and engaged on social? We ask Anthony Yepez, Associate Director, Social Media at Orangetheory Fitness, as he returns to chat with us on Social Pros.

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Sustaining a strong community spirit across a global company is not an easy feat. Especially when your brand has franchisees, studios and team members all around the world. So, what is Orangetheory Fitness’ secret?

On this episode of Social Pros, Anthony Yepez shares how social listening, audience understanding and leading by example build the foundations for Orangetheory’s community-led strategy.

He also talks to us about how he uses Reddit for content opportunities and the benefits of consistently leveraging user-generated content (UGC). Plus, he shares his predictions on what’s in store for social pros over the next few years.

In This Episode:

2:59 – Anthony explains Orangetheory and his role
5:46 – Sustaining a “community feeling” for a global brand
8:30 – Balancing individuality with brand goals
13:07 – Instilling a social media mindset
14:56 – How Orangetheory leverages user-generated content
19:24 – Orangetheory’s Reddit strategy
22:15 – Maximizing a small-but-mighty social team
25:11 – Anthony’s predictions for the next year in social
30:52 – Anthony’s Final Two

Resources

Schedule a consultation with ICUC
Grab your free Social Media Audit Bundle
Connect with Anthony on LinkedIn
Follow Anthony on Twitter/X
Follow Anthony on TikTok

Visit SocialPros.com for more insights from your favorite social media marketers.

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Sharing the personal stories behind your brand can empower your employees, build audience connection and attract future talent. But where do you start? Hear top tips from Jonathan Hatch, Talent Brand Program Manager at Zoom, on Social Pros.

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Sharing the personal stories behind your brand can empower your employees, build audience connection and attract future talent. But how can social pros reap these benefits by creating employee-led content in authentic, nonexploitative ways?

Jonathan says it’s all about adding fun to the equation. Getting to know the person behind the work can make for compelling content and also encourage more employees to want to share their stories.

On this episode, Jonathan explains how employee branding can appeal to potential new hires by igniting curiosity and giving the audience a glimpse behind the curtain. Plus, he highlights the top platforms for employee branding and discusses how sharing stories can enhance wider company culture.

In This Episode:

2:31 – Jonathan discusses his career
4:19 – How storytelling plays into employee branding and storytelling
7:14 – Is LinkedIn the hub for storytelling?
9:29 – Getting employees excited about being a voice for your brand
12:56 – Balancing individuality and brand goals
17:54 – Why we’re in the most transparent era of LinkedIn
19:50 – Managing cultures and subcultures in the brand
25:16 – Why team culture is “your life” when you’re at work
32:09 – Jonathan’s Final Two

Resources

Schedule a consultation with ICUC
Grab your free Social Media Audit Bundle
Connect with Jonathan on LinkedIn
Follow Jonathan on Twitter/X

Visit SocialPros.com for more insights from your favorite social media marketers.

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We welcome Anthony Yepez and Mariya Spektor onto our second episode of Social Pros Unfiltered to discuss the hottest topics on social. Hear their thoughts on working with influencers, jumping on trends, and how social pros should respond to cancel culture.

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Trend-hopping is super common on social, but is jumping on trending content the best way to provide value to your audience? Anthony and Mariya share how it can bring in the big numbers chased by management, but often fails to drive meaningful engagement and resonate with your community.

Also in this episode, Mariya tells us why we should think of influencers as “advocates for our brand” and choose wisely when we work with creators.

Plus, Anthony shares why social media managers should be the “eyes and ears for your brand on social” and explains how they can build strong relationships with marketing departments to craft the content that will help you reach your business goals.

In This Episode:

3:23 – What mistakes brands are making when working with creators
9:35 – Why should brands not hop on trends?
17:03 – Balancing authentic trend-hopping with regular content
18:42 – The impact of going viral in your own community
25:16 – How should brands respond to cancel culture?
34:06 – What is a social media manager? And what does the role mean?

Resources

Schedule a consultation with ICUC
Grab your free Social Media Audit Bundle
Connect with Leanna on LinkedIn
Connect with Gia on LinkedIn
Connect with Anthony on LinkedIn
Connect with Mariya on LinkedIn

Visit SocialPros.com for more insights from your favorite social media marketers.

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Joél Leon, Creative Director, T Brand Studio at New York Times Advertising, hits us with some mic drop moments in this episode of Social Pros. He explores how to build more harmony into the creative process and lead your team to success.

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If you want your creative team to hit it out of the park, then you’ve got to foster a healthy environment for them. Joél Leon, the Creative Director, T Brand Studio at New York Times Advertising, believes there needs to be more “harmony” within the creative process. And part of that is by building a healthy environment for your team.

In this episode of Social Pros, we hear Joél’s take on what it means to be a great creative director and why the environment that you set up for your team is key to helping them create their best work.

We hear how Joél approaches creative projects and why his role is all about trusting people to do their work and creating safe spaces for them to flourish creatively. He explores how he defines success, some of his favorite campaigns to work on, and why we need to be genuine and practice what we preach when joining conversations about social issues.

In This Episode:

1:51 - Joél explains his role within T Brand Studio
5:40 – How Joél’s team works alongside the newsroom and editorial teams
7:10 - Joél shares some details of campaigns his team has worked on
8:16 – How Joél leads his team to deliver the very best content
12:12 – Joél’s methods for managing expectations and working with brands
15:20 – How leaders can create a healthy work environment
17:20 – How to protect the interests of your team while keeping clients happy
20:20 - Joél shares some of his favorite campaigns to work on
23:56 – How Joél prefers to think about failure and success
27:14 – Finding a harmony between creativity and social issues
31:05 – Why listening is the most active form of communication
32:11 - Joél announces his publishing deal and upcoming book
33:29 - Joél’s top tip for those wanting to become a social pro

Resources

Schedule a consultation with ICUC
Grab your free Social Media Audit Bundle
Connect with Joél on LinkedIn
Follow Joél on Instagram

Visit SocialPros.com for more insights from your favorite social media marketers.

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It’s our 600th episode! What better way to celebrate than by inviting former hosts Jay Baer and Adam Brown, and previous guest Allison Day, Senior Manager, Social Media at Reddit, on the show to share insights on the biggest platforms, the greatest changes in social and so much more.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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When we published episode one of Social Pros, we had no idea we would reach 600. It’s a milestone few podcasts get to celebrate!

That’s why we invited past co-hosts Jay and Adam back on the show to roll back the years. Together with Reddit’s Senior Manager, Social Media, Allison Day, they discuss the many changes that social has seen over the years.

Jay, Adam and Allison reveal what they love about TikTok, Instagram Reels, LinkedIn and Twitter/X, share the biggest changes they’ve witnessed on each platform and tell us what they would do if they were starting out as budding social pros today.

In This Episode:

5:45 – Thoughts on X, LinkedIn and short-form video platforms
21:39 – Why TikTok could become the standard on social
24:41 – The biggest changes in social over the past ten years
27:16 – Gaining trust from leaders
30:05 – Why social media was about social, now it’s about media
35:56 – What our social pros would do if they were starting out today
38:52 – Why Jay Baer would start making YouTube content
43:18 – Jay, Adam and Allison answer the final two

Resources

Schedule a consultation with ICUC
Grab your free Social Media Audit Bundle
Connect with Jay Baer on LinkedIn
Connect with Adam Brown on LinkedIn
Connect with Allison Day on LinkedIn

Visit SocialPros.com for more insights from your favorite social media marketers.

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Being bold on social media isn’t always the easiest thing to do. What if you get it wrong…? No one wants to go viral for all the wrong reasons, but in this week’s episode, Gabriel Gomez, Account Supervisor, Social, Community, and Influencer, Gen Z Lab Ambassador at Edelman, shares some food for thought on being socially bold.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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Many social pros are apprehensive to try new things on social media. There’s a fear of audience reception, and if you’re managing social for various clients, you need to take their thoughts on board as well. Gabriel Gomez, Account Supervisor, Social, Community, and Influencer | Gen Z Lab Ambassador at Edelman, joins this episode of Social Pros to share his blueprint for being socially bold.

In this episode, we hear Gabriel’s methods for keeping tabs on social trends, how he talks to clients about trying new things, and some examples of bold and inventive campaigns he’s worked on in the past (#cancelpizza anyone?)

He explains why we need to test and learn by trying new things but also engage in social listening to watch audience reception (both good and bad). We also hear about Gabriel’s meme-based strategy for LinkedIn and why he thinks micro-influencers can bring more credibility in their content.

In This Episode:

2:42 – Gabriel breaks down the clients and campaigns he works with
4:12 – The benefits of working on the agency side of social media
4:56 – How Gabriel keeps tabs of different trends
9:07 – How he talks to clients about trends
11:32 – Gabriel takes us through a fun Beyonce-themed Dolby campaign he worked on
13:34 – How the #cancelpizza campaign made a dry campaign more fun
16:05 – How Gabriel followed the conversations around #cancelpizza
19:45 – Why micro influencers tend to bring more credibility
21:48 – How brands should decide which influencers to work with
23:41 – Gabriel’s relatable approach to LinkedIn
27:13 – Gabriel’s advice for LinkedIn
29:02 – How the Gen Z Edelman lab came about
31:44 – Gabriel’s top tip for becoming a social pro

Resources

Schedule a consultation with ICUC
Grab your free Social Media Audit Bundle

Visit SocialPros.com for more insights from your favorite social media marketers.

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How can brands build strong, beneficial partnerships with creators? We invite Lucy Quick, Creator Partnerships Manager, Global E-Commerce Operations at TikTok, onto Social Pros to tell us her thoughts.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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It’s one thing collaborating with influencers, but building meaningful, long-term partnerships is no easy feat. So what are the best ways to make sure your partnerships are successful?

Lucy Quick has experience working with both brands and creators, so we couldn’t pass up on the opportunity to pick her brains. She provides insights on the current influencer marketing landscape, reveals what questions brands should be asking and explains why storytelling with data is the best way to prove your ROI.

Plus, Lucy shares why working with smaller influencers could be beneficial and tells us the secrets behind the most successful campaigns she’s worked on.

In This Episode:

3:50 – The current state of influencer marketing
7:57 – Questions that brands aren’t asking enough when working with influencers
11:02- The top trends Lucy is seeing in the industry right now
14:56 – When influencers pivot to becoming competitors with brands
18:14 – How brands can strike a good balance between micro and macro influencers
19:51 – How brands should approach influencers in the early days of their career
22:08 – The best ways to talk about ROI and metrics
24:37 – How to navigate regulations around influencer marketing
26:55 – Lucy tells us about a funny campaign experience
29:18 – The different skill sets required for live streaming
36:15 – Lucy’s tip for becoming a social pro

Resources

Schedule a consultation with ICUC
Grab your free Social Media Audit Bundle
Connect with Lucy on LinkedIn
Follow Lucy on Instagram

Visit SocialPros.com for more insights from your favorite social media marketers.

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There’s no denying lululemon creates a feel-good vibe on social, but what’s their secret sauce? We revisit our conversation with Ravi Hampole, their SVP, Global Brand Creative, as he reveals all.

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lululemon started life as solely a community hub and physical space, so translating that people-first approach onto social was no easy feat.

That’s why we asked Ravi Hampole, their SVP, Global Brand Creative, to share how lululemon built on their in-person offerings to garner a loyal online community.

We revisit this fascinating conversation with Ravi as he shares how the brand prioritizes human connection, gets to know its audiences on a deeper level and turns limitations into opportunities.

In This Episode:

3:13 – Ravi’s role at lululemon
6:31 – Representing the lululemon community on social
13:41 – Translating brand purpose to different channels
21:31 – Utilizing platforms correctly
23:43 – How lululemon work with ambassadors
36:44 – Ravi’s top tips for social pros

Resources

Schedule a consultation with ICUC
Grab your free Social Media Audit Bundle
Connect with Ravi on LinkedIn
Visit Ravi’s website

Visit SocialPros.com for more insights from your favorite social media marketers.

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What are the best ways to collect and analyze data and share it with your audience in a captivating way? We ask Convince & Convert Strategist Sunny Hunt for her advice on this episode of Social Pros.

Huge thanks to our amazing sponsor for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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With every sales presentation you make, you have the chance to influence your audience and make a lasting impact – and data is often a crucial component. But Sunny Hunt believes it’s not as simple as plonking a screenshot into a slide deck. Adding color and visual aids can bring your data-storytelling to life.

In this episode, Sunny shares her useful D.A.N.C.E. formula to help you revitalize your data-storytelling and reach your audience in more meaningful ways. Plus, she explains why simplicity is key when you collect, analyze and present your data and tells us why generative AI can be useful for presentations – so long as you proceed with caution!

In This Episode:

2:42 – Introducing Sunny’s D.A.N.C.E. formula
5:41 – The right data to share
8:46 – How to display data to an audience
14:38 – Why narrative is crucial when presenting data
21:35 – Remember to consider cadence
23:54 – Using AI to structure data visualization
26:18 – Considering engagement and feedback
31:13 – Sunny’s top tips for social pros

Resources

Schedule a consultation with ICUC
Grab your free Social Media Audit Bundle
Visit the Hunt Interaction website
Connect with Sunny on LinkedIn
Follow Sunny on Instagram
Follow Sunny on Twitter/X

Visit SocialPros.com for more insights from your favorite social media marketers.

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If you’re planning on taking a trip, there’s a good chance you’ve stumbled on Delta Vacations and its awesome social content. We asked Arielle Berlinsky, their Social Media Marketer, to join Social Pros to clue us into the strategy behind their wanderlust-inspiring content.

Huge thanks to our amazing sponsor for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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What’s Delta Vacations’ formula for social media success? It turns out that Arielle Berlinsky and her team don’t follow a strict formula, but that’s part of what makes their content so fresh, exciting, and engaging.

Arielle is a big believer in doing what works for you on social and not just following the crowd. Your audience wants to see the human, caring side of your brand, and you can only do that if you have a team who genuinely cares about the content.

Arielle takes us through her tips for social media success, including the importance of consistency, why you need to always deliver value, and why social pros should always ask themselves one key question: would you follow you?

In This Episode:

2:05 – What Arielle’s role involves
3:33 – How Delta Vacations’ social content inspires different audiences
5:16 – Arielle’s approach to different audiences
7:20 – How Delta Vacations uses its audience’s content
8:37 – How Delta Vacations still sees success on Facebook
9:56 – Where Delta Vacations’ content fits into travel plans
13:00 – How Delta Vacations prioritizes inspiring content over promoting deals
15:50 – Arielle’s advice for keeping social fresh in corporate marketing
19:00 – Arielle’s approach to personal branding on LinkedIn
23:58 – Should you throw out the formula on social media?
29:24 – The final two questions

Resources

Schedule a consultation with ICUC
Grab your free Social Media Audit Bundle
Connect with Arielle on LinkedIn

Visit SocialPros.com for more insights from your favorite social media marketers.

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Leanna Pham, Head of Creative & Social Media at Convince & Convert, Gia Lee, Co-Founder of NinetyEight, and Convince & Convert’s Strategist and Marketing Consultant, Sunny Hunt and Jennifer Harmon, join forces to discuss the hottest topics in social on this special episode of Social Pros.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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It’s been a dramatic year in social media so far! We’ve witnessed the dawn of Threads, a controversial Twitter rebrand and seen AI infiltrate every industry in new and powerful ways. So, for International Podcast Day, here’s a special episode of Social Pros, covering the topics that everyone is talking about.

Host Leanna Pham, Head of Creative & Social Media, is joined by co-host Gia Lee, Co-Founder of NinetyEight, and guests Sunny Hunt, Strategist and Jennifer Harmon, Marketing Consultant at Convince & Convert.

They discuss whether Threads is officially dead already, thoughts on Twitter’s rebrand and why AI is a helper, not a replacement.

Plus, they share their thoughts on where social teams should sit in an organization and whether social media roles are still undervalued.

In This Episode:

1:27 – Is Threads dead?
5:23 – How the launch of Reels differed from Threads
8:48 – Twitter’s rebranding to X and how it’s changed since
13:42 – What it’s like managing client content on Twitter
15:48 – What social pros can do about the rise of AI in social
21:10 – Where AI gets it right and wrong
27:09 – Is social media work still undervalued?
33:05 – What people need to know about social pros
35:34 – Where social media should sit in an organization
46:20 – Why measurement must be front and central

Resources

Schedule a consultation with ICUC
Grab your free Social Media Audit Bundle
Connect with Leanna Pham on LinkedIn
Connect with Gia Lee on LinkedIn
Connect with Sunny Hunt on LinkedIn
Connect with Jennifer Harmon on LinkedIn

Visit SocialPros.com for more insights from your favorite social media marketers.

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How does Marvel connect with fans of all ages, hailing from every corner of the world, and speak to them in a way that truly resonates? Join us on this episode of Social Pros as we delve into Marvel’s incredible social strategy with their Executive Director of Social Media, Adri Cowan.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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Marvel is a global phenomenon that transcends generations, so how do their social media team create a unified strategy that speaks to their vastly diverse audience?

On this episode of Social Pros, we are joined by Adri Cowan, Executive Director of Social Media at Marvel and The Walt Disney Company.

Adri shares an overview of her role, how she taps into fandom and loyalty and how her and her team keep their strategy unified yet adaptable.

Plus, she shares the ways in which user-generated content plays a part in her work, her measures for success and how she tackles burnout within her team.

In This Episode:

3:15 – What Adri’s role at Marvel involves
5:03 – How Adri became part of the Marvel team
7:31 – How Marvel adjusts its social strategies across the Marvel universe
9:52 – Building a unified social media strategy
12:23 – Strategies for building loyalty in the fan base
14:12 – How Marvel harnesses user-generated content
16:41 – How Adri helps her team tap into trending content
19:29 – Celebrating and measuring successes at Marvel
23:02 – The challenges of managing a fast-moving team without suffering burnout
25:41 – Adri’s top places for seeking inspiration
27:05 – The Marvel character Adri thinks would have the best social media presence in real life
29:14 – The final two questions and Adri’s tip for social pros

Resources

Schedule a consultation with ICUC
Grab your free Social Media Audit Bundle
Find out more about Content Marketing World
Connect with Adri on LinkedIn
Follow Adri on Twitter/X
Follow Adri on Instagram

Visit SocialPros.com for more insights from your favorite social media marketers.

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Stephanie Garcia, Director of Communications at Agorapulse, will be on this episode of Social Pros to share her tips for succeeding with live video. Whether you're a beginner or a seasoned pro, Stephanie's advice will help you take your live video game to the next level.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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TikTok has changed how we think about live video. However, it has a track record of humanizing brands and building instant rapport with audiences.

So, how can social pros thrive on ‘live’?

Stephanie Garcia, Director of Communications at Agorapulse, joins this episode of Social Pros to share best practices, no-nos and everything in between.

She tells us about how she approaches live video at Agorapulse, the first steps you can take today and how you can become confident on camera.

Plus, she shares tips for agencies introducing their clients to live video and we explore her own business, Lights, Camera, Live.

In This Episode:

0:00 – Introduction
4:15 – How are brands using live video today?
6:27 – A quick dive into Agorapulse
7:28 – Convincing the C-suite to use live video
10:33 – The broad spectrum of live video for business
13:35 – How TikTok has changed live video
16:54 – How do you prepare for live?
19:47 – Ways agencies can approach clients about live video
25:56 – What to expect from Stephanie’s workshops
32:50 – Repurposing and repackaging live video content
39:30 – Stephanie’s final two
42:27 – Outro

Resources

Schedule a consultation with ICUC
Grab your free Social Media Audit Bundle
Connect with Stephanie on LinkedIn
Follow Stephanie on Twitter/X
Follow Stephanie on Instagram
Check out Lights, Camera, Live

Visit SocialPros.com for more insights from your favorite social media marketers.

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We revisit episode 544 of Social Pros with Jamie Dinar, Senior Manager, Social & Digital Content at Glossier, as she unpacks the brand’s distinctive social strategy and provides top tips and tricks for social pros.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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We all know how fast-paced social media is. It simply does not sleep.

There are many brands out there whose social media speed and efficiency are off the charts. One of them is the skincare and beauty brand, Glossier. So how do they do it?

Here, we revisit episode 544 where we ask their Senior Manager of Social & Digital Content, Jamie Dinar, about their ‘secret sauce’.

Jamie explains how her team is empowered to act fast and says that clear communication between colleagues is key to being proactive in social.

Plus, she explores how they replicate in-store customer experiences online, keep their brand voice united and stay in touch with their community.

In This Episode:

0:00 - Introduction
1:07 – Introducing Jamie Dinar
2:37 – How Glossier came to be a legendary brand on social
4:52 – What Jamie’s role looks like
9:08 – Do Glossier eat, sleep and breathe social?
15:03 – How Glossier tap into their vast community
18:09 – Optimizing to keep brand voice across platforms
21:24 – Replicating in-store experiences online
24:06 – Jamie’s TikTok Live experiences
28:30 – Jamie’s Final Two
30:41 – Outro

Resources

Schedule a consultation with ICUC
Grab your free Social Media Audit Bundle
Connect with Jamie on LinkedIn
Follow Glossier on Twitter

Visit SocialPros.com for more insights from your favorite social media marketers.

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Once you hit ‘publish’ on a piece of core content, it’s easy to get caught up in the production cycle before starting on something new. But when you don’t repurpose your pillar content, you miss the opportunity to extend its life and maximize its potential. This episode of Social Pros with Content 10x founder and CEO, Amy Woods, is full of tips to help you get started.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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Are you serious about maximizing the potential of your content?

Social pros spend hours making each piece of core content. But in doing so, it’s possible to neglect to see the potential value that comes from repurposing it.

On this episode of Social Pros, we speak to Amy Woods, founder and CEO of content repurposing flagbearers Content 10x.

Amy shares the story and purpose behind Content 10x, the key benefits of content repurposing and how she and her team help B2B clients find the true potential of their videos, podcasts and written content.

Plus, she explains her ‘content waterfall’ method, shares what she has learned from speaking to social pros on her podcast, B2B Content Strategist, and tells us about her opinions on how to best use AI.

In This Episode:

0:00 – Introduction
3:57 – What do Content 10x do?
7:26 – How content repurposing can benefit social teams
13:39 – What stands in the way of repurposing
16:19 – Why social teams could be sitting on a goldmine of great content
18:37 – Amy explains the ‘content waterfall’ approach
25:13 – Findings from Amy’s podcast, ‘B2B Content Strategist’
35:16 – Amy’s Final Two
37:48 – Outro

Resources

Schedule a consultation with ICUC
Grab your free Social Media Audit Bundle
Connect with Amy on LinkedIn
Follow Amy/Content 10x on Twitter
Follow Amy on Instagram
Visit the Content 10x website

Amy’s previous appearances:

How to Repurpose Your Content on Social for Maximum Results (2019)
Why Writing is Still the Key to Social Media Success (2021)

Visit SocialPros.com for more insights from your favorite social media marketers.

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If you’re feeling the pressure as a social media manager, this episode of Social Pros is for you. We welcomed Hannah Tooker, VP of Content at LaneTerralever, to talk about why social pros don’t need to know it all and what we can do instead.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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With new platforms popping up, ever-changing trends, and a mass of competition, social pros have a lot to keep up with. But in this episode of Social Pros, our guest wants to take the pressure off social media managers.

Hannah Tooker, VP of Content at LaneTerralever, joins this episode to give us a behind-the-scenes look at how she manages social media strategies for brands while offering tips for other social pros. She explains that social pros can’t always be “everything to everyone” – and why that’s okay!

We dig into core topics such as tone of voice, tailoring strategies per channel, knowing your audience, and more. She also shares how she helped to launch a highly successful campaign for PetSmart.

In This Episode:

3:02 – Hannah’s role at LaneTerraleaver
4:28 – The challenge of staying ahead on social
7:38 – When to push on new ideas with clients
10:39 – Cleaning up after bad advice clients have received in the past
13:20 – How Hannah coaches clients
16:08 – Getting the tone of voice right for brands
17:37 – Hannah describes a successful campaign she worked on for PetSmart Charities
23:01 – How to navigate big changes in the social media landscape
26:43 – How Hannah began her social pro career
29:25 – The final two questions

Resources

Schedule a consultation with ICUC
Grab your free Social Media Audit Bundle

Visit SocialPros.com for more insights from your favorite social media marketers.

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It’s easy to get distracted by the trends, new platforms, and brands that are social media stars in their own right. But how do you create a strategy that’s right for your brand?

This episode of Social Pros with Mariya Spektor, Director of Content, Social Media at Social Chain, has some tips you won’t want to miss.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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It should go without saying. Social media is all about the people, and yet if your social media strategy is caught up in trying to go viral or become the next Wendy’s, you might not get the results you hope for.

In this episode, we spoke with Mariya Spektor, who is the Director of Content for Social Media at Social Chain. We chat about the importance of building a community and how there’s often a disconnect for brands who are going about social the wrong way.

For Mariya, she sees a lot of brands practicing “savage social” (think Wendy’s and Ryanair) when it doesn’t match their brand tone. Instead, Mariya shares some tips on building a strategy that puts people first.

We also discuss different platforms and whether Threads is the next Twitter rival, how some brands are monetizing TikTok content, and why there’s a compromise to be made between speed and creativity.

In This Episode:

00:00 - Introduction
03:36 – Why community is so important in social media
06:30 – Why some brands face a community disconnect
08:32 – Which brands get “savage social” right
15:31 – How brands can set themselves up for success
20:44 – Mariya’s experiences of TikTok shopping
26:00 – Predictions on the future of Threads
30:20 – The challenge of keeping up with different social media platforms
32:16 – Speed vs. creativity – which matters most?
35:48 – Staying on trend in social media
38:03 – The big two questions

Resources

Schedule a consultation with ICUC
Grab your free Social Media Audit Bundle

Visit SocialPros.com for more insights from your favorite social media marketers.

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We are so pleased to welcome Noam Bardin, Founder of Post News, on this episode of the Social Pros podcast.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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As much as we love social, we have to acknowledge that it comes with gray areas and undesirable aspects.

Joining this episode to dissect social’s shortcomings is Noam Bardin, Founder of Post News. Noam shares the dangers of platforms making engagement top priority, how social pros can grapple both the positives and negatives of social networks and how Post News plans to work toward preventing misinformation.

Plus, he gives his thoughts on the future of Threads.

In This Episode:

0:00 – Introduction
3:19 – Noam’s background in the industry
4:44 – What is Post News?
10:39 – Positive vs negative sides of social
15:03 – Unravelling Threads
19:12 – How Post can fight mis/disinformation
29:55 – Post’s reception from journalists and users
33:53 – The future of social media
39:29 – Noam’s Final Two
42:35 – Outro

Resources

Schedule a consultation with ICUC
Grab your free Social Media Audit Bundle
Download Post News
Connect with Noam on LinkedIn
Follow Noam on Twitter
Follow Noam on Instagram

Visit SocialPros.com for more insights from your favorite social media marketers.

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Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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What’s the best way to collect meaningful audience insights?

As social pros grapple with Threads and the latest Google Analytics update, traditional metrics aren’t always available.

On this episode of Social Pros, Amanda Natividad, VP of Marketing at SparkToro, tells us how you can navigate these changes and gain better audience insights through social listening, talking to your customers and consuming the content they consume.

Plus, she shares whether she believes Threads is set to be a “formidable competitor” or just a “shiny new thing.”

**In This Episode:**

0:00 – Introduction
2:51 – Amanda’s career to date
7:47 – Her thoughts on Threads
16:35 – The best Threads strategy
19:57 – Why not to go hard on posting
24:44 – New ways to research audiences without metrics
36:06 – Amanda’s final two
40:29 – Outro

Resources
Schedule a consultation with ICUC
Grab your free Social Media Audit Bundle
Visit Amanda’s website
Connect with Amanda on LinkedIn
Follow Amanda on Twitter
Follow Amanda on Instagram
Follow Amanda on Threads

Visit SocialPros.com for more insights from your favorite social media marketers.

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Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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In this ever-changing world of social, how can community managers serve their people in the best possible ways?

Erika Lovegreen, SVP of Marketing & Communications at ICUC, returns to Social Pros to tells us her expert advice.

Erika discusses why social listening is as crucial as ever, why it’s important to keep your community front of mind when making changes on social and how best to team AI with your ‘human-first approach’.

Plus, she shares her thoughts on Threads and changes to Reddit and gives us the lowdown on ICUC’s brand-new eBook.

**In This Episode:**

0:00 – Introduction
3:32 – What ICUC are working on right now
6:05 – How brands should approach Threads
12:30 – Will Threads welcome brand-safe interactions?
15:03 – Erika’s take on Reddit’s current situation
18:10 – Have your finger on the pulse of your community
24:49 – Integrating AI and maintaining human touch
39:24 – Erika’s up-to-date final two!
42:05 – Outro

Resources
Schedule a consultation with ICUC
Grab your free Social Media Audit Bundle
Visit the ICUC website
Connect with Erika on LinkedIn
Follow Erika on Instagram
Download the ‘How to Beat the AI Craze with Human-First Messaging’ eBook

Visit SocialPros.com for more insights from your favorite social media marketers.

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Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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So many teams work with creators to amplify their brand on social. But how do you build strong, fruitful relationships with the right partners?

Taylor Speer, Manager of Global Social Media at Shiseido, joins this episode of Social Pros to share her thoughts.

Taylor discusses how creators help Shiseido compete with celebrity-backed brands, the best ways to build authentic partnerships and why it’s more crucial than ever to keep diversity and representation front of mind.

Plus, she tells us why Microsoft Excel is her tool of choice and the one biggest mistake you can make as a social pro.

**In This Episode:**

0:00 – Introduction
4:44 – How Shiseido cut through the noise on social
7:33 – How creator relationships have changed
11:15 – The benefits of fostering strong creator partnerships
14:40 – Diversity and representation at Shiseido
20:44 – Networking with influencers
23:41 – Planning social content
31:05 – What keeps Taylor organized
36:34 – Taylor’s final two
40:25 - Outro

Resources
Schedule a consultation with ICUC
Grab your free Social Media Audit Bundle
Connect with Taylor on LinkedIn
Follow Taylor on Instagram
Visit Taylor’s website

Visit SocialPros.com for more insights from your favorite social media marketers.

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Selling is the primary motivator for a lot of people on social media. Some people do it really well, others are a little less polished. But it’s safe to say that a lot of people aren’t pros at social selling.

Timothy Hughes, on the other hand, is a social selling master who joins Social Pros to share his wisdom, advice, and thoughts on selling on social media today.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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Timothy Hughes, CEO and Co-Founder of DLA ignite, plus the author of Social Selling: Techniques to Influence Buyers and Changemakers, joins Social Pros to talk about the art of social selling.

For Timothy, social selling is not a new or “future state.” If you’re not already doing it, you’re already behind. This is something Timothy addressed in his book – which he recently updated with tons more information about how social selling has moved on since.

In this episode, Timothy explains how the world has changed, why conversations are still king on social, how to avoid being outdated, and the best ways to talk to strangers online. We also hear his three top recommendations for those wanting to sell on social. If you’re looking to improve your social selling skills, this is one you’ll want to tune in for.

**In This Episode:**

5:09 – Why Timothy decided to revisit his book
7:16 – How starting DLA ignite contributed to the second edition
9:58 – How being ingrained in interruption marketing gives a false view of social selling
10:44 – Social media is for people to be social
12:00 - How to “sell” the idea of social selling to leadership
13:56 – Why cold calling falls behind social selling
16:32 – How the digital world has changed
18:07 – Why some people don’t “get” social selling
21:09 – Timothy’s definition of social selling
24:13 – How to actually connect with people over social media
25:44 – How you can start expanding your network online
31:28 – The three things Timothy recommends social pros do
33:12 – Why content is always king
37:07 – Timothy’s advice for social pros

Resources
Schedule a consultation with ICUC
Grab your free Social Media Audit Bundle
Connect with Timothy on LinkedIn
DLA Ignite LinkedIn

Visit SocialPros.com for more insights from your favorite social media marketers.

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We’re thrilled to welcome Gia Lee, Co-Founder and Chief Strategy Officer at NinetyEight, on the Social Pros podcast.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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How can brands connect with Gen Z in authentic, effective ways?

If there’s anyone to ask that question to, it’s Gia Lee, Cco-Ffounder & and Chief Strategy Officer at NinetyEight, who joins this episode of Social Pros.

NinetyEight help brands anticipate Gen Z’s needs in our ever-changing culture by finding unique perspectives, empowering communities and engaging with emerging trends.

Gia tells us the origin of NinetyEight, why you don’t need big budgets to excel on social and why brands shouldn’t skip building their identity.

Plus, she shares the top do’s and don’ts for brands marketing to Gen Z and the best ways to stay authentic.

In This Episode:

0:00 – Introduction
5:17 – NinetyEight’s origin story
6:04 – Challenges of creating content for Gen Z
7:23 – Why Gen Z is so different
9:56 – The disconnect between Gen Z and marketing
11:14 – Do NinetyEight educate?
12:19 – Their work with Paul Frank
20:34 – Measuring success on TikTok
23:00 – Interacting with communities
23:30 – The do’s and don’ts of marketing to Gen Z
24:31 – Authenticity on social
26:42 – Balancing brand and connection
32:14 – Gia’s Final Two
34:57 – Outro

Resources

Schedule a consultation with ICUC
Grab your free Social Media Audit Bundle
Connect with Gia on LinkedIn
Visit the NinetyEight website
Follow NinetyEight on Twitter
Follow NinetyEight on Instagram
Join The Koi Pond

Visit SocialPros.com for more insights from your favorite social media marketers.

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Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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Empathy is vital for social media managers, but how can they put it into practice on a daily basis?

Our guest on this episode says it’s “a wonderful art within management” but needs to be applied in the right way and at the right times.

Minter Dial, renowned author and keynote speaker at Mydial, returns to Social Pros to discuss how to build an empathic culture in the workplace, the true definition of the word ‘empathy’ and the role it can play in your use of AI.

Plus, he reveals why he released a new edition of his book, Heartificial Empathy, how empathy impacts trust and his favorite AI tools.

**In This Episode:**

0:00 – Introduction
5:38 – What’s new in the world of empathy?
8:55 – How people misunderstand empathy
11:31 – Empathy isn’t a weakness
15:05 – How a lack of empathy impacts trust
16:24 – Empathy and AI
18:04 – Different types of empathy
19:08 – Why we run out of empathy
20:22 – Empathy and AI (continued)
26:31 – How can we develop empathy for AI?
30:46 – Just breathe
31:51 – Minter’s favorite AI platforms
36:06 – Minter’s final two
39:01 – Outro

Resources
Schedule a consultation with ICUC
Grab your free Social Media Audit Bundle
Visit Minter’s website
Follow Minter on LinkedIn
Follow Minter on Twitter
Follow Minter on Instagram
Follow Minter on Facebook
Minter’s book – ‘Heartificial Empathy’
Minter’s book – ‘Heartificial Empathy’ on Amazon

Visit SocialPros.com for more insights from your favorite social media marketers.

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We are delighted to welcome Jonah Berger, Marketing Professor at The Wharton School of The University of Pennsylvania, onto this episode of Social Pros.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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The more you understand the words you use, the more you can increase the impact of your social content. But how can you change up your language choices to resonate better with your audience?

Jonah Berger, Marketing Professor at The Wharton School of The University of Pennsylvania and repeat Social Pros guest, joins the show to share his thoughts.

He reveals the story behind his latest book, ‘Magic Words’, how words can build trust, community and influence and why anybody can become a better writer.

Plus, he tells us the hidden benefits of asking questions and why it’s essential to understand audience behaviors.

**In This Episode:**

0:00 – Introduction
5:25 – Jonah describes his new book
7:11 – Why did he write this book?
9:56 – Understanding the impact of magic words
13:00 – What language does
15:03 – Identity and agency
20:58 – Defining ‘magic words’
23:49 – Jonah’s favorite category in his framework
30:21 – Asking the right questions
34:08 – Using magic words to approach challenging topics
37:36 – Jonah’s final two
39:56 – Outro

Resources
Schedule a consultation with ICUC
Grab your free Social Media Audit Bundle
Visit Jonah’s website
Connect with Jonah on LinkedIn
Follow Jonah on Twitter
Buy Jonah’s book, ‘Magic Words’ on Amazon
Register for Jonah’s SPEACC framework

Previous episodes featuring Jonah Berger

Contagion, Social Media, and Why Things Catch On (2013)
How Influence Can Make or Break Your Brand (2016)
Psychology Shows Why Social Media Often Fails (2020)

Visit SocialPros.com for more insights from your favorite social media marketers.

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We’re thrilled to be joined by Alyssa Bonanno, Chief Creative Officer and founder of Better Half, on this episode of Social Pros.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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Better Half help household names like Netflix, Nike and Disney succeed on social by fuelling audience participation, engagement and fandom.

Their Chief Creative Officer and founder, Alyssa Bonanno, joins this episode of Social Pros to share their secrets.

Alyssa explains how her small-but-mighty team thrives, the benefits of intentional hiring and how she manages consistent social output for established brands.

Plus, she tells us how she built her team, dives into Better Half’s own strategy and shares why, if you can, you should take big swings on social.

In This Episode:

0:00 – Introduction
3:43 – An introduction to Better Half
5:58 – Excelling for big clients in a boutique agency
8:38 – Sustaining community engagement with Netflix
11:56 – Matching Netflix’s identity on social
14:24 – Operating in the niche vs mainstream
17:19 – Intentional hiring
21:58 – Alyssa’s team structure decisions
27:40 – How Better Half showcase their culture
30:45 – Better Half’s use of Substack
32:15 – Where to find Alyssa and Better Half
35:20 – Alyssa answers the Final Two
40:16 – Outro

Resources

Schedule a consultation with ICUC
Grab your free Social Media Audit Bundle
Alyssa’s website
Follow Alyssa on LinkedIn
Follow Alyssa on Instagram
Better Half website
Follow Better Half on LinkedIn
Follow Better Half on Instagram

Visit SocialPros.com for more insights from your favorite social media marketers.

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We’re thrilled to welcome back success coach, author, speaker and marketing expert Amy Landino for this episode of Social Pros.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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If you are exploring how to grow your own social presence or you’re interested in becoming a more full-time creator, this is the show to take notes on! Amy Landino, success coach, speaker, author and marketing expert, joins Social Pros to provide some amazing tips and insights for creators.

She updates us on the growth of her career since her first appearance on the show (back in January 2017), shares her top tips for using videos on social and explains how she nurtures her community.

Plus, she tells us why we should support – not shock – our audiences, how to best navigate algorithms and why she thinks generosity is an essential part of any successful social strategy.

So much to unpack – don’t miss it!

**In This Episode:**

0:00 – Introduction
3:46 – Amy returns to Social Pros (after 6 years!)
4:41 – What Amy’s up to now
9:08 – How Amy evolved into Good Morning Good Life TV
12:52 – Navigating algorithms
19:57 – How clients can own their social
24:10 – The right cadence for CTAs
29:12 – From solo to managing a team
29:33 – How Amy nurtures her community
35:34 – Setting intentions
39:17 – Amy’s book and implementing mindfulness
41:10 – Final two
43:26 – Outro

Resources
Schedule a consultation with ICUC
Grab your free Social Media Audit Bundle
Amy’s website
Follow Amy on Twitter
Follow Amy on LinkedIn
Subscribe to Amy on YouTube
Good Morning Good Life TV
Amy’s books

Visit SocialPros.com for more insights from your favorite social media marketers.

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We’re delighted to welcome Janay Smith, Director of Social at SHADOW, onto this episode of the Social Pros podcast.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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A variety of opinions, fresh ideas and different perspectives is so important in a team of social pros… which is why we were so inspired by how our guest on this episode manages her team and cultivates success.

Janay Smith, Director of Social at SHADOW, joins us to talk about her career so far, top tips for multitasking and coping with burnout, plus how to attain and recognize success in this fast-paced social environment.

She also reveals why community is at the root of all good social and that now is the time to relinquish control!

In This Episode:

0:00 – Introduction
5:22 – Introducing Janay and Shadow
7:48 – How Shadow navigate clients through social
11:31 – How she approaches staffing
15:24 – Dealing with burnout
18:18 – Biggest trends on social
20:54 – Recognizing success with staff
24:04 – Indicating success
25:23 – Launching Sunbum’s TikTok
31:01 – Exploring Shadow’s social
35:29 – Janay’s final two
39:56 – Outro

Resources

Schedule a consultation with ICUC
Grab your free Social Media Audit Bundle
Follow Janay on LinkedIn
Shadow
Follow Shadow on Instagram
Follow Shadow on Twitter

Visit SocialPros.com for more insights from your favorite social media marketers.

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On this episode of Social Pros, we are delighted to be joined by Tiffany Yu, the CEO and founder of Diversability.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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This episode of Social Pros is truly inspirational!

Our guest has used highly-challenging personal events to create something remarkable.

Tiffany Yu, CEO and founder of Diversability, joins this episode of Social Pros.

Tiffany shares her inspirational story of grief and coming to terms with disability. She talks about how she created positives from obstacles in order to build Diversability and how she invites social pros to support the #Antiableism movement.

In This Episode:

0:00 – Introduction
5:34 – Introducing Tiffany
6:06 – Tiffany’s story
10:18 – When she first shared her story
20:39 – Leveraging LinkedIn
27:36 – Her #Antiableism video series
34:38 – Tiffany’s (soon to be published) book
44:16 – The final two
46:54 – Outro

Resources

Schedule a consultation with ICUC
Grab your free Social Media Audit Bundle
Diversability
Tiffany’s website
Follow Tiffany on Twitter
Follow Tiffany on Instagram
Follow Tiffany on LinkedIn

Visit SocialPros.com for more insights from your favorite social media marketers.

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We are delighted to welcome Andrew Foxwell, Co-Founder of Foxwell Digital, onto this episode of Social Pros.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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Need a paid social refresher?

The landscape is always changing and it’s easy to get impatient for the big results. But this week’s guest provides an in-depth look at leveraging paid social and staying on top of platform changes to work towards long-term success.

In this episode, we are joined by Foxwell Digital Co-Founder, Andrew Foxwell.

Andrew explains how to become a better marketer and looks at common misconceptions around paid social. Plus, he tells us how to navigate the constant changes and set yourself up for success by avoiding being beholden to social platforms!

A super-insightful episode for any social pro.

In This Episode:

0:00 - Introduction
4:45 – What Andrew is up to
8:16 – Data best practices
17:12 – Misconceptions around paid social
23:30 – Identifying progress
27:46 – Setting up for long-term success (and breaking free from platform changes)
35:57 – Data protection vs needing that data
45:11 – Andrew’s final two
47:52 – Outro

Resources

Schedule a consultation with ICUC
Grab your free Social Media Audit Bundle
Foxwell Digital
Foxwell Digital Memberships
Follow Andrew on LinkedIn
Follow Andrew on Twitter

Visit SocialPros.com for more insights from your favorite social media marketers.

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We’re thrilled to welcome Brittany Garlin, Head of Marketing at Vista Social, on this episode of Social Pros.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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Consumers are super savvy nowadays. They don’t want convoluted, in-your-face marketing. They want something personal, down-to-earth and relatable…and this week’s guest keeps that front of mind.

Brittany Garlin, Head of Marketing at Vista Social, joins this episode of the podcast.

She explains Vista’s recipe for marketing to marketers, how they keep things human, authentic and relatable and how they’ve been using ChatGPT.

Brittany also discusses mental health and burnout on social, defining success and why we social pros need to stay adaptable.

In This Episode:

0:00 – Introduction
5:06 – What does Vista Social do?
9:11 – TikTok as a search engine
9:50 – Getting in the trenches with clients
11:16 – Being on camera
13:20 – Finding the right voice
14:56 – Using ChatGPT
25:08 – Staying authentic and human with AI
29:06 – Discussing mental health on social
32:44 – Measuring success/decisions on channels
34:15 – Where to follow Vista Social and Brittany
35:03 – Final two
37:22 – Outro

Resources

Schedule a consultation with ICUC
Grab your free Social Media Audit Bundle
Vista Social
Vista Social on Twitter
Vista Social on Instagram
Vista Social on TikTok
Follow Brittany on LinkedIn
Follow Brittany on Instagram

Visit SocialPros.com for more insights from your favorite social media marketers.

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We’re thrilled to welcome Allen Weiss, CEO & Founder of MarketingProfs, on Social Pros this week for a masterclass in mental health and mindfulness.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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As social pros, we’ve all dealt with stress, burnout and anxiety…(gee, it’s probably a daily occurrence!)

But it’s so crucial we remember to take care of our minds and our souls and prioritize our mental health.

On this episode of Social Pros, we are joined by Allen Weiss, CEO & Founder of MarketingProfs.

Allen joins the show to discuss the benefits of mindfulness and meditation, why self-care is so important and how social pros can integrate mental health into their working routines.

Plus, Allen shares top tips on when and how to meditate, and plenty of other actionable advice.

We can think of so many times we’d have benefitted from taking a few moments to meditate at work – and we’re sure you can to!

Save and come back to this one in times of stress!

In This Episode:

0:00 – Introduction
4:44 – Time to introduce Allen
9:04 – His involvement in marketing, mental health and teaching
12:20 – How meditation changed his life
13:19 – How trauma impacted his mental health
15:46 – What is mindfulness?
20:13 – How long is long enough?
23:06 – Do you need to use an app/prompt?
25:30 – Taking a breath!
29:45 – How social media employers can implement mindfulness
35:12 – Allen’s class
37:30 – Advice for social pros
38:17 – Outro

Resources

Schedule a consultation with ICUC
Grab your free Social Media Audit Bundle
Be notified of Allen’s class
Follow Allen on LinkedIn
Follow Allen on Twitter

Visit SocialPros.com for more insights from your favorite social media marketers.

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We’re thrilled to welcome Marilyn Mena-Scott, Body Piercer and Ear Stylist (and social media extraordinaire) at Paloma Piercing, onto Social Pros.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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Have you ever spent hours trying to magic up your next big social media idea? You’re definitely not the only one, but sometimes it’s worth going back to basics. That’s how this week’s Social Pros guest found success.

Body piercing and ear styling extraordinaire, Marilyn Mena-Scott, joins the show to discuss how she went from zero to 800K followers in less than two years, making down-to-earth, authentic content.

Marilyn explains how she approaches TikTok and Instagram, how she battles the challenges of social media algorithms and why being herself has been integral to her fast growth online.

Plus, she shares why all brands need a face on social and our host, Anna Hrach, tells the unlikely story of how Marilyn has ended up on the show. It’s certainly a Social Pros first!

In This Episode:

0:00 – Introduction
5:11 – Here’s Marilyn Mena-Scott
5:32 – An overview on Marilyn’s career
6:56 – How Marilyn was invited on the show
8:42 – How she got started on TikTok
13:27 – Anna on how she met Marilyn
17:10 – Why she keeps things simple
18:19 – Marilyn’s thoughts on possible TikTok bans
21:37 – Shadow banning experiences and algorithm challenges
25:24 – Marilyn’s TikTok strategy
29:39 – Engaging with your audience
32:22 – How Marilyn treats Instagram
35:30 – Tips for social marketers becoming solo creators
37:59 – Dealing with negative comments
39:44 – Final two
45:29 – Outro

Resources

Schedule a consultation with ICUC
Grab your free Social Media Audit Bundle
Marilyn’s website
Follow Marilyn on TikTok
Follow Marilyn on Instagram

Visit SocialPros.com for more insights from your favorite social media marketers.

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We are delighted to welcome Josh Rangel, Senior Vice President of Social Media at Golin, to this episode of Social Pros.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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When McDonald’s brought back their All-Day Breakfast, a simple press release or social media post wasn’t enough…but how did Golin and their team mastermind a mammoth relaunch campaign?

On this episode of Social Pros, Josh Rangel, Senior Vice President of Social Media at Golin, shares why he and his team spent hours upon hours on Twitter for their McDonald’s All-Day Breakfast campaign.

Plus, he shares top tips for stopping the scroll on social, helping clients leverage ever-changing platforms and finding a work-life balance.

In This Episode:

0:00 – Introduction
4:26 – Introducing Josh Rangel
4:55 – How social has evolved at Golin
6:13 – Unpacking Golin’s McDonalds campaign
14:27 – Would they pull it off now?
16:41 – Earned media and authenticity
21:13 – Guiding clients through social challenges
24:15 – How to deal with burnout
28:20 – How Josh staffs teams at Golin
32:32 – Influencers changing the face of social
36:06 – Josh’s final two
41:13 – Outro

Resources

Schedule a consultation with ICUC
Grab your free Social Media Audit Bundle
Check out Golin
Follow Josh on LinkedIn
Follow Josh on Twitter

Visit SocialPros.com for more insights from your favorite social media marketers.

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We’re delighted to welcome back Convince & Convert Founder (and OG Social Pros host) Jay Baer onto this episode.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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We love when things come full circle on Social Pros!

On this episode, we welcome back Jay Baer, founder of Convince & Convert, OG Social Pros host, business growth speaker, tequila influencer and…well, the list goes on!

Jay explains his study, The Time to Win, and how social media teams can provide the speed customers want.

He gives expert advice on social teams’ responsibilities, the role of social in business and navigating changes on channels.

Plus, he reveals all about his fast-growing tequila-related content on TikTok and Instagram. This man never stops!

Oh, and there’s plenty of Jay Baer-isms too!

In This Episode:

0:00 – Introduction
4:43 – Introducing Jay Baer
6:25 – What Jay is up to now
11:03 – Download Jay’s report, The Time to Win
11:50 – Unpacking social customer care in 2023
14:42 – Benefits and drawbacks of live chat
19:22 – How social pros can enact his advice
25:06 – Future book plans
27:09 – Jay’s foray into creating tequila content
30:20 – What he’s learned from working with brands
33:46 – Coping with shadow banning on social
35:29 – How can creators take control of data?
37:46 – Trademark Jay Baer-isms!
38:59 – Jay Baer’s final two!
42:41 – Outro

Resources

Schedule a consultation with ICUC
Grab your free Social Media Audit Bundle
Jay’s website
The Time to Win
Follow Jay on LinkedIn
Follow Jay on Twitter
Follow Jay on Instagram
tequila.jay on TikTok
Tequila Jay Baer on Instagram

Visit SocialPros.com for more insights from your favorite social media marketers.

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We’re delighted that our guest on this episode of Social Pros is Brandon Smithwrick, Head of Content at Songfinch.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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Songfinch is revolutionizing the custom gift industry, creating personalized songs with people’s unique stories. But how do they convey that magic on social?

Brandon Smithwrick, Head of Content at Songfinch, features on this episode of Social Pros.

Brandon’s a newbie at Songfinch, so he explains his methods for sharing new ideas among an established social team…without stepping on toes!

Plus, Brandon explains the importance of user-generated content, their channel strategy and red flags when job-hunting.

A fascinating interview that becomes a bit of a brainstorming session!

In This Episode:

0:00 - Introduction
3:47 – Introducing our guest
4:01 – Introducing Songfinch
6:05 – Joining an established social team
8:57 – Leveraging UGC
11:16 – Pitching new ideas among an established team
13:46 – Songfinch’s artists
15:27 – Creative briefs
18:52 – Using different channels
21:44 – Leveraging underused platforms
27:10 – Pay to play on social
29:10 – Looking for a new role
33:47 – Brandon’s final two
35:18 - Outro

Resources

Schedule a consultation with ICUC
Grab your free Social Media Audit Bundle
Songfinch
Brandon’s website
Follow Brandon on LinkedIn
Follow Brandon on Instagram
Follow Brandon on Twitter

Visit SocialPros.com for more insights from your favorite social media marketers.

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Looking to level up your social team?

We’re delighted to speak to Robert Glazer, Founder and Chairman of the Board at Acceleration Partners, on Social Pros.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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Are you finding building a strong and positive workplace culture an uphill battle? Team that with the stresses of social and you have a real challenge on your hands.

Here to help is Robert Glazer, Founder and Chairman of the Board at Acceleration Partners, who is featured on this episode of Social Pros.

Robert discusses his tips for strong leadership, how core values play into workplace culture and how to avoid burnout and overwork.

Plus, Robert reveals the stories behind his new book, ‘Elevate Your Team’, linked below. Robert’s previous Social Pros appearance from November 2018 is also linked.

In This Episode:

0:00 – Introduction
2:08 – Let’s introduce Robert Glazer
5:25 – What Robert’s been doing since his last appearance
6:40 – Robert on writing books
10:44 – Focusing on teams in social media
13:35 – Where are social media teams today?
16:28 – Have social media teams been too reactive?
19:37 – Why are core values so important?
22:48 – You’re the same person at work and at home
24:16 – Unicorns, The A-Team and underperformers
31:38 – You first or organization first?
37:56 – It’s OK to not want to lead
44:01 – Where to find Robert
45:25 – Robert’s final advice for social pros

Resources

Schedule a consultation with ICUC
Grab your free Social Media Audit Bundle
Robert Glazer’s website
Buy ‘Elevate Your Team’
Acceleration Partners website
Follow Robert on LinkedIn
Follow Robert on Instagram
Follow Robert on Twitter
Robert’s first Social Pros appearance

Visit SocialPros.com for more insights from your favorite social media marketers.

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If you want to sell on social or dial up your existing social commerce efforts, this episode is for you. We welcome Lauren Petrullo, CEO and founder of Mongoose Media, onto Social Pros.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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Are you looking to cash in on social but you’re worried about how much time it could take?

Well, tune in to today’s episode for something truly eye-opening!

Lauren Petrullo, CEO and founder of Mongoose Media, joins us to simplify the complex world of social commerce. It’s not something we’ve covered a lot on Social Pros, so listen for some fascinating insights!

Lauren explains how to use social commerce the right way, how to overcome skepticism from buyers and she explains what platforms could be best for you.

Plus, Lauren reveals why she believes e-commerce brands could be leaving six figures or more on the table by avoiding social commerce!

Oh, and there’s a fair few mentions of Daniel’s scarf.

A mind-blowing episode…in the best way possible!

In This Episode:

0:00 - Introduction
3:39 – Let’s meet Lauren
6:18 – Benefits of brutal honesty
7:56 – Lauren’s 50,000ft view on social commerce
12:32 – Dialling up your social commerce
17:19 – Social commerce skeptics
21:18 – Analyzing data
23:26 – Unsung hero channels for social commerce
28:18 – Dealing with trust issues
31:45 – Regaining data power
37:49 – Lauren’s parting advice for social pros

Resources

Schedule a consultation with ICUC
Grab your free Social Media Audit Bundle
Follow Lauren on LinkedIn
Follow Lauren on Twitter
Follow Lauren on Instagram
Lauren’s website
Mongoose Media website

Visit SocialPros.com for more insights from your favorite social media marketers.

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This week, we are delighted to welcome Ravi Hampole, SVP, Global Brand Creative at Lululemon, onto Social Pros.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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Social is changing every day. But one thing that never changes is the importance of being authentic.

Today’s guest on Social Pros puts authenticity at the forefront of his strategy through community-led social, in-house ambassadors and a human-first approach.

Ravi Hampole, SVP, Global Brand Creative at Lululemon, joins to explain why community is at the heart of what they do, why they work with ambassadors over celebrity creators and how they translate their human focus onto different channels.

Plus, Ravi explains why he views constraints as opportunities.

In This Episode:

0:00 – Introduction
4:11 – Introducing Ravi
6:32 – How Ravi contributes to social
9:46 – How Lululemon represents their community
16:31 – Carrying brand purpose across channels
27:24 – Ambassadors keeping it authentic
41:46 – Ravi’s final two

Resources

Schedule a consultation with ICUC
Grab your free Social Media Audit Bundle
Connect with Ravi Hampole on LinkedIn
Ravi’s website

Visit SocialPros.com for more insights from your favorite social media marketers.

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We are delighted to welcome Jacob Shipley, Manager of Digital Customer Experience at Tyson Foods, on this episode of Social Pros.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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Social media is a minefield. At times, it can feel impossible to get that viral post or create enough content to get in front of the right people.

But consistency is key.

On this episode of Social Pros, we spoke to the epitome of consistency on social, Jacob Shipley. Jacob is the Manager of Digital Customer Experience at Tyson Foods. He explains how patience is a virtue on social and why creating regular, high-quality content is more likely to breed success than banking on one viral post.

Plus, he explains his background in the industry, his work with YouVersion and provides tips for growing followers organically. It’s a must-listen!

In This Episode:

0:00 – Introduction
3:37 – Let’s introduce Jacob Shipley
4:48 – Jacob’s day-to-day at Tyson Foods
6:51 – First party data tools 101
10:00 – Tapping into niche audiences
13:59 – Follower growth the right way
17:55 – Keeping consistent on social
22:01 – Jacob’s advice for budding social pros

Resources

Schedule a consultation with ICUC
Grab your free Social Media Audit Bundle
Follow Tyson Foods on Twitter
Tyson Foods
Follow Jacob on Twitter
Follow Jacob on LinkedIn

Visit SocialPros.com for more insights from your favorite social media marketers.

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We are delighted to welcome Madison Long, CEO and co-founder of Clutch, onto this episode of Social Pros. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud ICUC Full Episode Details Are you looking to creators to add that extra dimension to your social strategy? On this episode, our guest Madison Long, CEO and co-founder of Clutch, bridges the gap between brands and creators and explains how their relationships can breed success. She talks about what brands need to know before teaming up with creators, how to set themselves up for and measure success and lifts the fog around pay rate and budgets. Plus, she shares her views on why influencers aren’t the only creators to consider and how to leverage short-form video. In This Episode: * 0:00 – Introduction * 2:39 – Introducing Madison Long * 4:09 – Explaining Clutch * 5:34 – How their process works * 9:33 – Managing engagement expectations * 11:55 – Questions brands should bring to the table * 16:15 – Helping brands and creators measure success * 19:34 – What should brands/creators have in place first? * 26:32 – Helping brands identifying their TikTok strategies * 31:19 – The final two: Madison’s advice for social pros

Resources * Schedule a consultation with ICUC * Grab your free Social Media Audit Bundle * Clutch website * Clutch’s latest press release * Follow Madison on Twitter * Connect with Madison on LinkedIn

Visit SocialPros.com for more insights from your favorite social media marketers.

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Striking the right balance between fun and serious on social is the key to success. That’s why we wanted to speak to Joshua Gonzales, Media Producer at Beyond Identity, who is a prime example of doing just that.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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In This Episode:

When building and reconfiguring your social strategy, finding that perfect brand voice can be a challenge. Truth is…there’s no perfect brand voice.

But today’s Social Pros guest has found a way to create a light-hearted and highly likeable social strategy without becoming the butt of the joke!

Joshua Gonzales, Media Producer at cybersecurity MFA Beyond Identity, joins the show to discuss how he delights B2B audiences and draws back the curtain on his social master plan.

He explains how he balances seriousness and fun while remaining educational, how he pitches new ideas to management and how he leverages short-form video on YouTube Shorts and TikTok.

Plus, Joshua gives top tips for social pros getting in front of the camera and reveals the story behind his upcoming book.

0:00 – Introduction
4:30 – Introducing Joshua
5:13 – What does Beyond Identity do?
6:41 – Unpacking Beyond Identity’s fun social
10:09 – Light-hearted vs serious – finding the balance
12:16 – Pitching more ‘radical’ ideas to senior teams
18:28 – You are speaking to people!
19:57 – Tips for social teams creating videos
24:05 – How to back up your social decisions
25:26 – Leveraging YouTube Shorts and TikTok
27:23 – Different topics on different platforms
28:55 – Find Joshua & Beyond Identity
29:39 – The lowdown on Joshua’s book
30:31 – Parting advice from Joshua

Resources

Schedule a consultation with ICUC
Grab your free Social Media Audit Bundle
Beyond Identity
Follow Joshua on Twitter
Follow Joshua on Instagram
Follow Beyond Identity on Twitter
Get notified when Joshua’s book is available for pre-order

Visit SocialPros.com for more insights from your favorite social media marketers.

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Canva has revolutionized design capabilities for brands of all sizes. But what goes into the social strategy that fuels their success?

We are delighted to be joined by Jacky Barker, Social Lead at Canva, on this episode of Social Pros.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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Canva is everyone’s best friend! It’s a smart visual communications platform helping social pros with marketing, presentations, branding and so much more. Plus, it features a ton of useful features and templates for you to get started with ease.

As our guest likes to say, it’s “the full shebang”!

But what are the secrets behind their rise and how does their social media strategy support their success?

On this episode, Jacky Barker, Canva’s Social Lead, explains how community and culture are super important to help keep the brand in the spotlight.

She takes us through her day-to-day responsibilities, how she identifies target audiences and demographics, how her and her team leverage Pinterest and TikTok and so much more.

This is packed full of expert advice and top tips and tricks for any social pro!

In This Episode:

0:00 - Introduction
4:14 – Explaining Canva
5:04 – Jacky’s day-to-day
7:46 – Acting on cultural cues
9:09 – The boom of TikTok
11:09 – Engaging with Canva’s community
13:24 – Canva’s target audience
19:05 – Canva changing their messaging
22:20 – How Jacky and Canva leverage Pinterest
27:08 – Determining the next steps for Canva’s social
31:41 – Jacky’s parting advice for social pros

Resources

Get the new State of Marketing report for free from Salesforce
Schedule a consultation with ICUC
Grab your free Social Media Audit Bundle
Canva
Canva on Pinterest
Follow Canva on Twitter
Follow Jacky Barker on LinkedIn
Follow Jacky Barker on Twitter

Visit SocialPros.com for more insights from your favorite social media marketers.

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We are delighted to be joined by Kosta Prodanovic, Senior Copywriter at Hootsuite, in a jam-packed episode about what’s in store for social in 2023. This is definitely one to bookmark!

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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Want to know the biggest social trends for 2023? Of course you do!

On this episode, we are joined by Hootsuite’s Senior Copywriter, Kosta Prodanovic, who joins the show to discuss Hootsuite’s 2023 Social Media Trends report.

Kosta dives into what’s working on social this year and highlights some of the biggest findings, such as how smaller companies can poach creators, how the younger generation have changed how they search and the importance of customer service on social.

Head to the links below to find the report in full and make sure you save this one to refer back to!

In This Episode:

0:00 – Introduction
3:35 – Introducing Kosta Prodanovic
6:37 – Takeaways from Hootsuite’s Social Trends Report 2023
14:06 – Did any trends surprise Kosta?
16:24 – Impetus for using social as search
20:00 – Social commerce and trust
25:24 – Customer service on social
30:44 – Kosta’s tips for social pros

Resources

Get the new State of Marketing report for free from Salesforce
Schedule a consultation with ICUC
Grab your free Social Media Audit Bundle
Hootsuite Social Trends Report 2023
Find out more about Hootsuite
Follow Kosta on Twitter
Follow Kosta on LinkedIn

Visit SocialPros.com for more insights from your favorite social media marketers.

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Leanna Pham, Convince & Convert’s very own Executive Podcast Producer and Marketing Operations & Social Media Manager, joins this episode of Social Pros for a behind-the-scenes peek at the process behind the podcast.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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Each week on Social Pros, we sit down with social media managers, CMOs and content creators to get a look behind the curtain at how they build their strategies and ideas. But, here, we thought we’d get a little introspective…

Convince & Convert’s very own Executive Podcast Producer and Marketing Operations & Social Media Manager, Leanna Pham, appears on this episode.

She discusses the work she does behind the scenes, her guest scheduling process for our show and how she sustains the conversation with guests.

Plus, she tells us what she likes and dislikes about the current social media world, reveals production top secrets and tells us where she goes for inspiration.

This episode was a long time coming and it’s a must-listen!

In This Episode:

3:50 – Leanna explains a little about her role
7:24 – How Leanna manages guest relations on the show
10:56 – Top tips for recruiting great podcast guests
14:35 – Why Leanna wants to showcase all types of people in this industry
17:10 – A sneak peek at the big changes coming to Social Pros
20:40 – How to set better expectations for social media
23:44 – What Leanna likes/dislikes about what’s changed in social media lately
26:34 – Social accounts Leanna follows for inspiration
29:56 – Leanna’s top tip for social pros

Resources

Get the new State of Marketing report for free from Salesforce
Schedule a consultation with ICUC
Grab your free Social Media Audit Bundle
Leanna Pham on LinkedIn

Visit SocialPros.com for more insights from your favorite social media marketers.

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Kate Bradley Chernis, co-founder and CEO of Lately, joins Social Pros to discuss the revolutionary power of AI in the content creation and marketing spaces.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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AI technology is coming on at a rapid pace, and this Social Pros guest is at the absolute collision point of social media and technology!

Kate Bradley Chernis, the Co-founder & CEO of Lately.ai, joins this Best Of edition of the Social Pros podcast to discuss AI applications in the world of sales and marketing.

Kate explores why social pros need to look for more interesting and compelling ways to draw audiences in and how Lately is helping users raise engagement levels by generating words that convert.

We hear how important it is for social pros to break down communication barriers using touchpoints that trigger nostalgia, memory, and emotion, as well as the various ways AI can make that process easier.

In This Episode:

3:19 – Introducing Kate Bradley Chernis
3:40 – Introducing Lately
6:46 – Values humans care about
12:39 – Is FOMO dead?
13:50 – Saving time or boosting engagement?
16:31 – The best source material for AI
20:10 – How writers can see AI as a tool, not a threat
24:45 – How AI helps with engagement
27:04 – Which team should own the Lately relationship?
29:13 – Being more social on social with AI
31:30 – Lately office hours
38:08 – Kate leaves advice for social pros

Resources

Get the new State of Marketing report for free from Salesforce
Schedule a consultation with ICUC
Grab your free Social Media Audit Bundle
Lately.ai
Lately.ai on Twitter
Kate on Twitter

Visit SocialPros.com for more insights from your favorite social media marketers.

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It’s hard to narrow this guest’s titles down…but here goes! This episode of Social Pros features DoctorJonPaul, an influencer, educator, public speaker, thought leader, media critic, podcast host and…well, the list goes on!

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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Building a personal brand and becoming a social trailblazer off your own back is no mean feat. But one person who has done just that is DoctorJonPaul.

On this episode of Social Pros, DoctorJonPaul explains how they became a creator, the processes they use to build their brand and how they choose which social platforms to prioritize.

Plus, they share their views on Twitter’s changes, reveal all about how their podcast, BFF: Black, Fat, Femme, came to be, and provide some unmissable top tips for budding social pros.

This one’s a real must-listen!

In This Episode:

4:34 – Let’s introduce DoctorJonPaul
6:10 – How they became a creator
12:26 – Deciding what to create each day
16:32 – Investing in self-promotion
20:24 – Twitter changes: DoctorJonPaul’s take
23:10 – Branching onto other platforms
27:09 – BFF: Black, Fat, Femme
37:20 – Advice from DoctorJonPaul

Resources

Get the new State of Marketing report for free from Salesforce
Schedule a consultation with ICUC
Grab your free Social Media Audit Bundle
DoctorJonPaul’s website
Follow DoctorJonPaul on Twitter
Follow DoctorJonPaul on LinkedIn
Follow DoctorJonPaul on Facebook
Follow DoctorJonPaul on Instagram
Tune in to BFF: Black, Fat, Femme

Visit SocialPros.com for more insights from your favorite social media marketers.

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This one’s a slightly different episode of Social Pros! On this episode, we are joined by Cassie Petrey, owner of Crowd Surf. She explains how she went from pop superfan to managing social for some of the top music stars we know and love.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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When we scroll through TikTok, Instagram or YouTube Shorts and see our favorite pop stars and influencers, we don’t always consider what led to the creation of each post or video.

But our latest guest knows the ins-and-outs of the megastars’ social strategies…

Cassie Petrey, owner of Crowd Surf, joins this episode of Social Pros to discuss how she transforms musicians, comedians and influencers into masters of social.

She describes how she got into the industry, using social to let audiences help fulfil your goals and talks about what platforms are underused.

Plus, tune in for plenty of Backstreet Boys fangirling!

In This Episode:

5:00 – Introducing Cassie
6:29 – Cassie’s journey in social
14:05 – Social media as the benchmark of success
16:16 – Why she pushes clients to remember non-social goals
20:54 – Coaching clients on big social media changes
28:56 – Highlighting under-utilized platforms
36:26 – Where to find Cassie
37:37 – Final advice for social pros

Resources

Get the new State of Marketing report for free from Salesforce
Schedule a consultation with ICUC
Grab your free Social Media Audit Bundle

Visit SocialPros.com for more insights from your favorite social media marketers.

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It’s remarkable that this guest hasn’t been on Social Pros before…he’s made for it! On this episode, we welcome Tyler Lessard, VP of Marketing and Chief Video Strategist at Vidyard.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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We’re living in the age of the content creator. YouTubers and TikTok stars dominate the minds of the youth and fans gravitate towards their content like nothing else!

So, is it time social media teams took a leaf out of their book?

On this Social Pros episode, Tyler Lessard, VP of Marketing and Chief Video Strategist at Vidyard, explains why he thinks social teams need to adopt a “creator mindset”.

He preaches the power of vertical video, explains how Vidyard keep their conversations fluid across platforms and shares his thoughts on whether B2B brands can actually generate leads on TikTok.

Plus, Tyler reveals all about how he got started at Vidyard and how they work their magic on social.

In This Episode:

4:39 – Introducing Tyler
7:13 – Background on Vidyard
8:52 – Tyler’s journey to social
11:20 – Keeping conversation fluid across platforms
15:20 – Why social media is a creator game
19:10 – Cultivating creator curiosity in a B2B team
27:27 – B2B brands – can they generate leads on TikTok?
32:08 – Media brand vs company brand
37:47 – Final advice from Tyler Lessard

Resources

Get the new State of Marketing report for free from Salesforce
Schedule a consultation with ICUC
Grab your free Social Media Audit Bundle
Connect with Tyler on LinkedIn
Follow Tyler on Twitter
Buy ‘The Visual Sale’

Visit SocialPros.com for more insights from your favorite social media marketers.

The Visual Sale: How to Use Video to Explode Sales, Drive Marketing, and Grow Your Business in a Virtual World

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So we’ve made it to the end of 2022. In this special episode, Anna Hrach, Erika Lovegreen and Daniel Lemin sit down to highlight some of their favorite Social Pros guest moments from the past year.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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2022 hasn’t been an easy ride for social pros. But, still, the podcast has welcomed over 40 incredible guests onto the show who have done their bit to provide unmatched advice and remarkable stories over the past year.

In this special end-of-year episode of Social Pros, we revisit six of our favorite guest moments from the past 12 months.

From Allison Day’s words on how Reddit breaks the fourth wall to Luz Bickert and Melissa Rivers’ reminder that it’s OK to have fun on social, hosts Anna Hrach, Erika Lovegreen and Daniel Lemin have been spoilt for choice in picking their favorites.

Find the full episodes with guests featured in this special down below.

In This Episode:

0:00 – Introduction
3:32 – Erika’s first pick
7:57 – Daniel’s first pick
14:23 – Anna’s first pick
20:20 – Erika’s second pick
25:00 – Daniel’s second pick
31:08 – Anna’s second pick
36:18 – Key takeaways from our 2022 episodes
39:29 – Closing thoughts
40:28 – Outro (thank you Social Pros listeners!)

Resources

Get the new State of Marketing report for free from Salesforce
Schedule a consultation with ICUC
Grab your free Social Media Audit Bundle
How Justin Tse Gained 1.5 Million Followers
How Reddit Broke the Fourth Wall and the Internet (Allison Day)
How Chili’s & Mattress Firm Made the Perfect Social Pairing (Luz Bickert & Melissa Rivers)
How to Break Out of Your Social Comfort Zone (José Avila)
How to Create Social Conversations that Connect (Brooke Sellas)
How Lyft Drives Organic Social with Data and Heart (Stephanie Ramirez)

Visit SocialPros.com for more insights from your favorite social media marketers.

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So we’ve made it to the end of 2022. In this special episode, Anna Hrach, Erika Lovegreen and Daniel Lemin sit down to highlight some of their favorite Social Pros guest moments from the past year.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

Salesforce Marketing Cloud

ICUC

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In this special end-of-year episode of Social Pros, we revisit six of our favorite guest moments from the past 12 months.

Find the full episodes with guests featured in this special down below.

In This Episode:

0:00 – Introduction
3:32 – Erika’s first pick
7:57 – Daniel’s first pick
14:23 – Anna’s first pick
20:20 – Erika’s second pick
25:00 – Daniel’s second pick
31:08 – Anna’s second pick
36:18 – Key takeaways from our 2022 episodes
39:29 – Closing thoughts
40:28 – Outro (thank you Social Pros listeners!)

Resources

Get the new State of Marketing report for free from Salesforce
Schedule a consultation with ICUC
Grab your free Social Media Audit Bundle
How Justin Tse Gained 1.5 Million Followers
How Reddit Broke the Fourth Wall and the Internet (Allison Day)
How Chili’s & Mattress Firm Made the Perfect Social Pairing (Luz Bickert & Melissa Rivers)
How to Break Out of Your Social Comfort Zone (José Avila)
How to Create Social Conversations that Connect (Brooke Sellas)
How Lyft Drives Organic Social with Data and Heart (Stephanie Ramirez)

Visit SocialPros.com for more insights from your favorite social media marketers.

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While we don’t have a new episode for you this week, co-host Anna wanted to jump on the mic to wish all you social pros out there a Happy Holidays and a Happy New Year!

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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Anna, Erica, and Daniel are taking a break for the holidays but will be back soon with our 2022 wrap-up Social Pros episode. In that episode, we’ll be taking a look back at some of our favorite moments and best pieces of social pros advice from 2022.

In the meantime, now is a perfect time to catch up with any episodes you’ve missed over 2022 or even before. We have 10 years of Social Pros episodes for you to dig into.

We wanted to take the opportunity to wish you all a Happy Holidays and a Happy New Year from all of us at Convince & Convert. We’ll be back on December 30th for our next episode – don’t miss it!

Resources

Schedule a consultation with ICUC
Grab your free Social Media Audit Bundle

Visit SocialPros.com for more insights from your favorite social media marketers.

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How brands think about online communities has to change. And who better to discuss this with than Chris Penn, co-founder and Chief Data Scientist at TrustInsights.AI. He joined Social Pros to discuss private social and online communities, and to tell us the one thing social media marketers and salespeople should be doing.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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There’s just so much good stuff to unpack from this Social Pros episode that it’s hard to think of an opening sentence for these show notes!

Chris Penn, co-founder and Chief Data Scientist at TrustInsights.AI, joins this episode for his second appearance.

Chris shared a ton of excellent advice and insights on private social, online communities, data privacy laws and reading data analytics.

Plus, he shared his thoughts on social teams’ responsibilities regarding psychological safety, the diminishing need for users to feel a personal connection and revealed what he believes to be the one most useful thing social media marketers can do right now.

In This Episode:

3:43 – Introducing Chris Penn
8:40 – Do you have the recipe?
9:59 – Understanding data – where do people go wrong?
12:05 – Why to go into data with understanding
13:41 – Lessons to learn from available data
17:12 – The importance of listening
19:40 – Running a Slack channel and progression of private social
25:28 – Psychological safety
26:52 – Topical interest over personal connection
30:37 – How should social pros consider measurement?
35:27 – Centralized analytics team vs knowledge across the team
37:38 – Chris leaves advice for social pros

Resources

Get the new State of Marketing report for free from Salesforce
Schedule a consultation with ICUC
Grab your free Social Media Audit Bundle
Follow/connect with Chris on LinkedIn
Follow Chris on Twitter
Chris’ personal website
TrustInsights.ai
Our previous episode with Chris

Visit SocialPros.com for more insights from your favorite social media marketers.

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Joseph Galbo, Social Media Specialist at the U.S. Consumer Product Safety Commission, rejoins Social Pros to explain how he and his team navigate social media shifts.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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Social media is ever-changing. And, in light of these constant shifts, it’s important to stay on top of how we can meet our audiences where they are at.

On this episode of Social Pros, Joseph Galbo, Social Media Specialist at the U.S. Consumer Product Safety Commission, makes his second appearance on the show.

Joseph explains how he weathers social media storms and continues to put fun at the forefront of his approach. He also shares his views on the changes at Twitter and Meta.

Plus, he details how he prioritizes social output in a small team, outlines his idea processes and tells us how he achieves flexibility and autonomy to disrupt convention on social.

In This Episode:

3:45 – Introducing Joseph Galbo
6:20 – How USCPSC’s voice changed during COVID
10:04 – USCPSC’s reaction to changes on social
14:59 – Why Joseph wanted to reassure his audience
20:05 – Social listening and observing change
21:49 – Where should small social teams focus their time?
26:23 – Expressing creativity in a government organization
31:48 – Autonomy at USCPSC
35:20 – Joseph’s creative process secrets
39:38 – Advice for social pros

Resources

Get the new State of Marketing report for free from Salesforce
Schedule a consultation with ICUC
Grab your free Social Media Audit Bundle
Connect with Joseph Galbo on LinkedIn
Follow the US Consumer Product Safety Commission on Twitter
Follow Joseph Galbo on Twitter

Visit SocialPros.com for more insights from your favorite social media marketers.

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Social media is an incredible thing. For many of us, without it, we simply wouldn’t have a career. But it does have its dangers too…and they can’t be ignored. That’s why we invited Dr. Brian Boxer Wachler, MD and TikTok influencer, onto Social Pros to discuss how he balances his career on social with his in-person experiences and relationships.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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The title of our show is Social Pros…but we rarely talk about the social ‘cons’.

We all know how popular social media is, not to mention how important it is for modern society. Our jobs literally depend on it!

But, today’s guest Dr. Brian Boxer Wachler, MD & TikTok influencer, joins Social Pros to discuss the dark side of social and how to create a healthy balance between staying active online and holding strong relationships off it.

Brian explains his big break on social, when he realized he was big on TikTok and how his content has evolved.

Plus, he discusses his book, Influenced: The Impact of Social Media on our Perception, explains the benefits and dangers of social media and how he evaluates success on social.

In This Episode:

3:52 – How Dr. Brian first got started on social media
6:20 – The moment social media clicked for Dr. Brian
8:23 – How Dr. Brian’s social media content has evolved
10:06 – Why Dr. Brian decided to come up with his own metrics for TikTok
14:14 – Taking a balanced view of social media
16:29 – What led Dr. Brian to write his book
21:55 – How to avoid getting too sucked into social media
23:41 – How to avoid social media burnout
27:09 – The warning signs of social media addiction
32:02 – Dr. Brian’s one tip for those wanting to become a social pro

Resources:

Get the new State of Marketing report for free from Salesforce
Schedule a consultation with ICUC
Grab your free Social Media Audit Bundle
Follow Dr. Brian Boxer Wachler on Twitter
Follow him on Instagram
Follow him on TikTok
His book: Influenced: The Impact of Social Media on our Perception

Visit SocialPros.com for more insights from your favorite social media marketers.

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We’re away for Thanksgiving, but we couldn’t leave you without an episode this week…so here’s one from the archives. In this Greatest Hits episode, we revisit a fascinating discussion we had with Kate Winick, Senior Director, Social Media at Peloton.

If you’re celebrating Thanksgiving, we hope you have a wonderful one!

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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With new algorithms popping up every other day, there’s a lot to consider when engaging audiences on social. It’s no longer just about how many likes or shares a post gets. It’s about monitoring how you're perceived in the industry and the world.

If there’s one person who understands this well, it’s Kate Winick, the Senior Director of Social Media at Peloton. She joins Social Pros to share some insights into how things work behind the scenes at Peloton and how the team manages to engage such a large audience.

Kate also tells us how Peloton maintains the balance between giving its instructors creative freedom and fostering brand integrity. There’s even a little bit on some of the most highly underrated metrics social pros should be looking out for today. So, this is an episode you don’t want to miss!

In This Episode:

1:13 – Introducing Kate Winick
3:43 – Bringing content calendars together for initiatives
6:40 – Tapping into conversations than keep fans engaged
12:11 – Engagement that blew Kate away
17:19 – Giving instructors creative freedom
19:23 – Kate’s advice for trusting creative partnerships with talent
22:52 – How Peloton measure social success
28:00 – Do Peloton have channel-specific owners?
32:19 – Training challenges at Peloton today
35:05 – Dealing with burnout in social
39:05 – Where to find Kate and Peloton
39:35 – Kate leaves advice for social pros

Resources

Get the new State of Marketing report for free from Salesforce
Schedule a consultation with ICUC
Grab your free Social Media Audit Bundle
Peloton website
Follow Kate on Twitter
Connect with Kate on LinkedIn

Visit SocialPros.com for more insights from your favorite social media marketers.

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Imagine taking thousands and thousands of hours of archive footage and hand-picking the perfect clips for social media. Well, that’s how today’s Social Pros guests have become super popular on numerous platforms.

Hear how Caroline Frick, Founder and Executive Director, and Elizabeth Hansen, Managing Director of the Texas Archive of the Moving Image amplify their work on social in this episode.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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We are delighted to welcome Caroline Frick, Founder and Executive Director, and Elizabeth Hansen, Managing Director of the Texas Archive of the Moving Image, onto this week’s Social Pros.

In this episode, Caroline and Elizabeth explain what they do and explore how using social media has helped amplify their hard work and attract brand-new audiences to their website.

Plus, they explain the links between archiving and social media and why they’re the perfect match, how they select archive footage for social and how they measure engagement.

The guests also highlight their free digitization program, impart some incredible advice and share the story of a certain wig-wearing turtle…there’s a lot of wig-wearing turtle chat!

In This Episode:

3:51 – Introducing Caroline Frick and Elizabeth Hansen
6:46 – An overview of the Texas Archive of the Moving Image
14:22 – How TAMI balance their day-to-day PLUS social
17:36 – How TAMI select archive footage for social
19:37 – Explaining a certain wig-wearing turtle
29:37 – How TAMI measure social media success
31:31 – TAMI’s free digitization programme
35:13 – Caroline and Elizabeth provide top tips for social pros

Resources

Get the new State of Marketing report for free from Salesforce
Schedule a consultation with ICUC
Grab your free Social Media Audit Bundle

Visit SocialPros.com for more insights from your favorite social media marketers.

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Sam Gonzales, Social Media Manager at Zillow, joins the Social Pros podcast to explore the power of collaboration and how it’s helped him take his brand’s social approach to the next level.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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Finding your voice on social media is no mean feat. When you’re tasked with educating your audience while maintaining a fun, light-hearted approach that resonates with people, collaboration is simply essential.

On this episode of Social Pros, Sam Gonzales, Social Media Manager at Zillow, explains how collaboration has helped him grow their social profile.

Sam details how the company joined forces with pet-sitting organization Rover, dives into the role social plays in corporate communication and lets us in on how Zillow’s team functions through building partnerships.

We’d also just like to note that this episode of Social Pros was recorded prior to the recent Twitter layoffs.

In This Episode:

4:44 – Introducing Sam Gonzales
5:35 – Zillow’s social strategic mission
7:16 – Balancing education and fun on social
10:27 – Cutting through the noise in real estate social
13:17 – Does Zillow react to current affairs?
16:55 – Zillow’s collaboration with Rover
21:18 – How Sam has structured his social team
25:08 – Exploring brand collaborations
27:14 – Changing approach for each channel
32:19 – Leveraging trends on TikTok
36:45 -Sam provides top tips for social pros

Resources

Double check the ad reads mentioned in the intro (and the ad reads doc) and include below. Replace any outdated ads with whatever their current sponsor is.

Get the new State of Marketing report for free from Salesforce
Schedule a consultation with ICUC
Grab your free Social Media Audit Bundle
Connect with Sam on LinkedIn

Visit SocialPros.com for more insights from your favorite social media marketers.

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There’s no simple hack to finding success on social. Everyone takes their own path, though not many used to be a chef!

Duarte Garrido, Global Head of Social Media and Cross-Channel Activation at Standard Chartered, joined this week’s Social Pros to discuss how curiosity fueled his social career.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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We are excited to welcome Duarte Garrido, Global Head of Social Media and Cross-Channel Activation at Standard Chartered, onto Social Pros this week.

In this episode, Duarte harks back to his days as a chef and explains how the lessons he learned kickstarted his career on social. Plus, he explains the importance of social for PR and marketing, how he measures success and what he looks for in new team members.

Duarte also outlines his career to date and provides unmissable tips and tricks for social pros at any stage of their career.

In This Episode:

6:17 – Introducing Duarte
7:07 – Duarte’s path to social media
12:30 – How curiosity propelled Duarte’s career
15:25 – Pre-requisites to becoming a social pro
17:29 – What drew Duarte to Philip Morris?
23:09 – Why Duarte’s role Philip Morris role felt counterintuitive
26:39 – How he keeps his team focused on metrics at Standard Chartered
34:39 – Duarte’s mindset for any social media and marketing team
35:24 – How to start at a new company as a leader in social
40:30 – How Duarte views social media
41:30 – Duarte’s advice for budding social pros

Resources

Get the new State of Marketing report for free from Salesforce
Schedule a consultation with ICUC
Grab your free Social Media Audit Bundle
Connect with Duarte on LinkedIn
Follow Duarte on Twitter

Visit SocialPros.com for more insights from your favorite social media marketers.

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You wouldn’t necessarily think much about the sewerage system that runs beneath your feet, or that a sewer district could be a powerhouse of engagement on social.

But this week’s Social Pros guest, John Gonzalez, Communications Manager at Northeast Ohio Regional Sewer District, is using personality to build strong human connections.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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If you’re not following Northeast Ohio Regional Sewer District on Twitter, you’re missing a trick. The organization has a following of over 35,000, which has grown through its unique and hilarious social approach.

We had to invite their Communications Manager, John Gonzalez, onto Social Pros to hear his top tips and tricks.

John explains the challenges he has faced in making a sewer district exciting on social and discusses how his job plays out day-to-day.

Plus, he reveals top tips on building human connection through adding personality to your content and staying on top of trends. If you’re looking to grow a unique, relatable brand on social, you’re in the right place.

In This Episode:

4:23 – Introducing John Gonzalez
5:40 – What is Northeast Ohio Regional Sewer District?
6:30 – John outlines his role
8:39 – How John stays ‘human’ on social
12:09 – Cultivating and nurturing a community of active followers
14:53 – Earning leaders’ trust for a unique social approach
17:45 – Gaining freedom and creativity for social
22:39 – John’s content creation process
25:35 – Did John always use Twitter?
26:45 – Does John ever switch off?!
27:56 – How NE Ohio Regional Sewer District approach other platforms?
30:14 – Creating social content without expectation
33:00 – John explains his campaign
39:23 – John Gonzalez’s top tip for social pros

Resources

Get the new State of Marketing report for free from Salesforce
Schedule a consultation with ICUC
Grab your free Social Media Audit Bundle
Connect with John on LinkedIn
Follow John on Twitter
Northeast Ohio Regional Sewer District website

Visit SocialPros.com for more insights from your favorite social media marketers.

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Even if a brand’s social approach looks like it’s all fun and games, there’s a lot of hard work, thought and strategizing going on behind the scenes. And, this week’s Social Pros guest gets to experience both! Eric Gray, Senior Director of Content & Engagement at Universal Parks & Resorts, joins this episode of the podcast with top tips and tricks for capturing social moments and more.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help!

This week:

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Here at Social Pros, we were so excited to have Eric Gray, Senior Director of Content & Engagement at Universal Parks & Resorts, on the podcast. Not just because we love theme parks, but because their social approach is superb!

Eric preaches the power of user-generated content and explains how he leverages it at Universal. He explores the challenges he faces, where he looks for inspiration and details their Instagram and Twitter strategies.

Plus, Eric tells us how he looks to engage communities through content and so much more. It’s a fun episode with some excellent insight from a true social pro.

In This Episode:

5:12 – Introducing Eric Gray
6:16 – Eric’s day-to-day
9:46 – Typical challenges Eric faces
14:35 – Social for a theme park during COVID
17:09 – What role does a theme park play in virtual spaces?
20:26 – Seeking social inspiration in a theme park
24:35 – How Universal Parks & Resorts use UGC
31:48 – How their Twitter creates awe and wonder
38:07 – Eric gives advice for social pros

Resources

Get the new State of Marketing report for free from Salesforce
Schedule a consultation with ICUC
Grab your free Social Media Audit Bundle
Follow Eric on LinkedIn
Follow Eric on Twitter

Visit SocialPros.com for more insights from your favorite social media marketers.

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Jamie Dinar, Senior Manager, Social & Digital Content at Glossier, joined this episode of Social Pros to unpick the brand’s distinctive social strategy and provide top tips and tricks for social pros.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help!

This week:

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We all know how fast-paced social media is. 24/7, it simply does not sleep.

There are many brands out there whose social media speed and efficiency are just off the charts. One of them is the skincare and beauty brand, Glossier. But how do they do it?

We asked their Senior Manager of Social & Digital Content, Jamie Dinar, on the latest episode of Social Pros for her ‘secret sauce’ on becoming agile on social.

Jamie explained how her team at Glossier is empowered to act fast and said that clear communication between colleagues is key to being proactive in social.

We don’t want to give too much more away because this episode is packed with so many helpful takeaways to switch your approach to social up a gear.

In This Episode:

5:11 – Introducing Jamie Dinar
6:00 – Glossier’s social blueprint
9:01 – Jamie’s role at Glossier
10:43 – Staying agile on social
13:32 – Eating, breathing and sleeping social
15:17 – Glossier’s TikTok approach
19:27 – The community aspect of Glossier
22:46 – How Glossier keeps their brand voice united
25:30 – Replicating in-store experience online
28:51 – Jamie’s TikTok Live experience
32:15 – What to expect from Glossier – end of 2022
33:45 – Jamie’s advice for budding social pros

Resources

Get the new State of Marketing report for free from Salesforce
Schedule a consultation with ICUC
Grab your free Social Media Audit Bundle
Follow/connect with Jamie on LinkedIn
Follow Glossier on Twitter

Visit SocialPros.com for more insights from your favorite social media marketers.

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Standing out on LinkedIn is no easy feat, and yet this week’s Social Pros guest has mastered the art of LinkedIn marketing. Daniel Murray, Founder of The Marketing Millennials, joins the podcast to spill his LinkedIn secrets and tips for success.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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With over 450,000 followers on LinkedIn, you’ve probably already come across some marketing wisdom from The Marketing Millennials. We just had to learn the secrets behind its success and invited Founder Daniel Murray to the Social Pros podcast.

Daniel explains why he began to focus on LinkedIn and how he got to where he is today. He explores the challenges of LinkedIn marketing, the content trends he’s noticed on the platform, and why you should always “speak the language” of your chosen platform.

We hear his insights into audience research, how B2B marketing differs from B2C, why you should try to focus on one thing at a time, and so much more. If you’re looking to break into LinkedIn marketing, this is the episode for you.

In This Episode:

4:09 – An introduction to Daniel
6:40 – Daniel’s involvement in Sales Impact Academy
9:56 – How Daniel approaches LinkedIn for Sales Impact Academy
17:06 – Creating good content on LinkedIn
23:53 – Daniel introduces Marketing Millennials
29:11 – What has Daniel learned when growing Marketing Millennials?
34:34 – Content repurposing to help grow your business
38:36 – Where to follow Daniel
40:04 – Daniel’s advice for social pros

Resources

Get the new State of Marketing report for free from Salesforce
Schedule a consultation with ICUC
Grab your free Social Media Audit Bundle
Sales Impact Academy
Follow The Marketing Millennials on LinkedIn
Follow The Marketing Millennials on Instagram
Check out The Marketing Millennials podcast

Visit SocialPros.com for more insights from your favorite social media marketers.

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Robert John Thompson, Director of Digital Marketing at Joseph M. Katz Graduate School of Business, University of Pittsburgh, joins the Social Pros podcast to explain how social media marketers can enhance their operations through higher education and empathy.

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The marketing landscape is constantly changing. This means it’s increasingly important that marketing professionals have knowledge across multiple areas so their teams can grow and evolve.

In this episode of Social Pros, Robert John Thompson, Director of Digital Marketing at Joseph M. Katz Graduate School of Business, University of Pittsburgh, shares the ins and outs of his journey from graphic design to marketing, his current role, how marketers can move with the times and so much more.

Get ready to note down some top tips from RJ on audiences, upskilling and marketing with empathy. Plus, he shares why he thinks marketers should return to the classroom.

In This Episode:

4:20 – RJ explains his job role and background
7:27 – Why RJ pivoted from graphic design to marketing
12:37 – How marketers can work with designers and create better briefs
15:35 – RJ explains his preference for in-house teams over agencies
21:56 – How the last two years have impacted marketing strategies
23:41 – RJ’s student-centered strategy
30:37 – How RJ made a business case for embracing social media
38:42 – RJ shares his top tip for those who want to become a social pro

Resources

Get the new State of Marketing report for free from Salesforce
Schedule a consultation with ICUC
Grab your free Social Media Audit Bundle
Content Marketing Awards 2022 Finalists and Winners
Connect with RJ on LinkedIn
Follow RJ on Twitter

Visit SocialPros.com for more insights from your favorite social media marketers.

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Stephanie Ramirez, Senior Data Analytics & Insights Lead at Lyft, joined the Social Pros podcast to share how you can approach social with “good energy.”

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In this saturated social media world we live in, brands are always looking for new ways to stand out. Our guest this week, Stephanie Ramirez, Senior Data Analytics & Insights Lead at Lyft, says there’s no perfect recipe, but focusing on authenticity and good energy is the best route to take.

Stephanie hops on Social Pros this week to share her top social tips and explain how she is helping Lyft drive organic social with data and heart.

Stephanie explores the important role data plays in building a strong social media strategy or campaign. In her view, data is crucial to the decisions you make, but you should pair that up with relatability to drive organic social and push your brand into the spotlight.

In This Episode:

05:02 – When did Stephanie get into data & analytics?
07:58 – What tools does Stephanie use?
09:20 – How Lyft use data in their brand strategy
14:18 – Lyft’s ‘favorite’ metrics
15:41 – Lyft x Wienermobile
18:54 – How TikTok is used at Lyft
21:32 – Understanding TikTok from a data perspective
24:17 – Does authenticity spark community engagement for Lyft?
27:09 – Stephanie’s surprise social moments
30:48 – Advocating your content – with proof
33:49 – How Lyft keep up with the 24/7 nature of social
36:37 – Stephanie’s advice for budding social pros

Resources

Visit SocialPros.com for more insights from your favorite social media marketers.

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Brian Honigman, Marketing Consultant at Honigman Media, joins the Social Pros podcast to explore the issue of impostor syndrome among social pros and how to navigate it.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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In the age of social media, one of the many perks is the freedom to express yourself — and on a large scale too. From a branding perspective, that’s a great opportunity.

But marketers, content creators, influencers, and thought leaders often have a voice in the back of their heads asking, “does anyone want to hear this?”

That’s what Brian Honigman, Marketing Consultant at Honigman Media, joins this episode of Social Pros to discuss. He explores the issue of impostor syndrome and how it affects so many people in the social media world.

Brian explains how individuals and brands can put their thoughts out there while battling impostor syndrome. We also hear some top tips on building a personal brand on LinkedIn.

In This Episode:

05:17 – Building a personal brand on LinkedIn
09:37 – What works well for Brian on LinkedIn?
12:22 – Brian’s go-to LinkedIn features
17:37 – Overcoming impostor syndrome on the platform
22:45 – Making great social media decisions
30:53 – How experimental should you be on social?
35:04 – How Brian got into teaching future marketers
39:55 – Brian’s advice for budding social pros

Resources

Get the new State of Marketing report for free from Salesforce
Schedule a consultation with ICUC
Grab your free Social Media Audit Bundle
Check out Brian’s Twitter
Connect with Brian on LinkedIn

Visit SocialPros.com for more insights from your favorite social media marketers.

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Brooke Sellas, the Founder & CEO of B Squared Media, joins the Social Pros podcast to explore why social listening should be a vital part of every social marketing strategy.

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As far as social media is concerned, the trends you see today may be totally different tomorrow.

Our guest this week, Brooke Sellas, the Founder & CEO of B Squared Media, gives us a lot to think about in this episode as far as adapting social strategies is concerned.

At the very center of our discussion is social listening and how it’s enabled her team to deliver transformative results to their client. Brooke delves into some of the overlooked benefits of social listening and how it helps grow customer care strategies that ultimately result in better brand recognition.

We also discuss Brooke’s new book, who it’s for, as well as some important concepts she covered that can help social pros connect with the audience.

In This Episode:

06:19 Brooke gives an overview of what they do at B Squared Media
08:12 A rundown of some of the things Brooke does for her clients
09:32 Why B Squared Media is considered a boutique agency
12:14 How to maintain a traditionalist mentality in this new age of social media
13:58 Brooke sheds some light on B Squared Media’s mystery shopping program
17:21 Why social listening is so vital for brands
19:43 How Brooke’s team helps clients change their social strategy
25:08 Why you should think conversation, not campaign
28:00 Tools versus human services
31:10 Brooke mentions a few brands that are getting customer care right
32:56 The importance of listening to feedback
33:22 The target audience of Brooke’s book
36:34 Brooke’s advice to anybody who wants to become a social pro

Resources

Get the new State of Marketing report for free from Salesforce
Schedule a consultation with ICUC
Grab your free Social Media Audit Bundle
Grab a copy of Brooke’s Book
Follow Brooke on Twitter

Visit SocialPros.com for more insights from your favorite social media marketers.

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Ted Harrison, Head of Advertiser Production at Twitter, hopped on the Social Pros podcast to delve into the best ways to approach your Twitter content strategy in today’s world.

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It may have been around for 16 years now, but Twitter is still one of the go-tos for building a brand social media presence. So, who better to help you revamp the way you approach your content than Twitter’s Head of Advertiser Production, Ted Harrison?

Ted joins this week’s episode to delve into the crux of what makes a standout social media strategy.

As he tells us, it’s all about grabbing attention on social media, which all boils down to two things—pulling location and pulling context. He also highlights the video-centric nature of the platform and some of the best ways brands can leverage video to their advantage.

Altogether, get ready to hear some very interesting metrics, Ted’s “magic ratio” on Twitter, and plenty more insights that are sure to help you take your Twitter game to the next level.

In This Episode:

05:29 – What does Ted’s role entail?
06:49 – ‘Ted’s Top Gun: Maverick’ campaign
10:22 – Twitter content – How are brands thinking vs. how brands should be thinking
15:07 – Paying attention to audience
16:40 – Prioritizing video content on Twitter
20:10 – Do brands or creators lead the race in Twitter video content?
22:03 – Engaging with creators on behalf of brands
24:48 – Innovative creator-brand partnerships on Twitter
27:24 – How to have a voice on Twitter
29:41 – What, when and how to measure metrics
33:55 – Ted’s clever way to get the audience’s attention
38:13 – Ted provides expert advice for social pros

Resources

Get the new State of Marketing report for free from Salesforce
Follow Ted on Twitter
Schedule a consultation with ICUC
Grab your free Social Media Audit Bundle

Visit SocialPros.com for more insights from your favorite social media marketers.

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José Avila, Customer Engagement Transformation Lead at Sanofi, takes the mic today to discuss breaking out of your social comfort zone, specifically within pharma.

He explains why he wants to change the landscape of pharma social to make it more transparent and helpful to patients and customers and provides top tips for social pros within any industry.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help!

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Changing the Landscape of Social

Working in social for a pharma organization is not an easy task. It’s such an important industry, and that often leaves little room for maneuver when creating a social strategy.

José Avila, Customer Engagement Transformation Lead at Sanofi, joins this Social Pros episode to discuss how to break out of your ‘social comfort zone’ and how he’s working to transform the face of pharma social.

And that’s not all. He also talks about why he prioritizes customer engagement, putting the customer first in every situation, and how to talk to your superiors when putting forward progressive social ideas.

The episode is jam-packed with excellent advice to get those social juices flowing, and you’ll be inspired to ask yourself questions about your own strategy!

In This Episode:

05:06 – How pharma companies use social
09:00 – Where José’s passion for pharma began
15:13 – Has José’s late arrival to pharma social helped him?
17:26 – The pharma comfort zone
19:49 – How is social evolving?
25:10 – Doctors as influencers and José’s three mindsets
31:42 – José’s ‘secret sauce’ to breaking social boundaries
37:30 – Breaking out of your comfort zone
41:20 – José’s advice to budding social pros

Resources

Get the new State of Marketing report for free from Salesforce
Schedule a consultation with ICUC
Get your free Social Media Audit Bundle
Follow José Avila on Twitter
Follow Sanofi on Twitter
Subscribe to José Avila (e-Chema TV) on YouTube

Visit SocialPros.com for more insights from your favorite social media marketers.

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Annie Culver, Director, Solution Ambassador Excellence at Emplifi, joins this Social Pros episode to share why she believes trying new things is key to becoming a social pro.

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Businesses are always looking for new ways to scale and delving deeper into their social media output is important to see what’s working well and what’s not.

Annie Culver, Director, Solution Ambassador Excellence at Emplifi, joins this Social Pros episode to discuss her experiences working with huge global brands, using new tools to help businesses amplify their platforms, and why she thinks trying something new is essential for personal and business growth.

This is a must-listen episode that’s full to the brim with incredible advice and interesting insights into Annie’s career.

In This Episode:

04:24 – Annie details her early stages in social
07:22 – What does Emplifi do?
10:05 – Details on Annie’s role
14:00 – Annie on automation and AI’s role in social media
16:40 – Changes to Instagram content
24:46 – What trends does Annie notices within brands she works with?
28:13 – How can brands move on from the basics?
31:23 – Does social differ across the globe?
33:23 – How not to burn out working in social
39:20 – Annie’s advice on becoming a social pro

Resources

Get the new State of Marketing report for free from Salesforce
Schedule a consultation with ICUC
Grab your free Social Media Audit Bundle
Connect with Annie Culver on LinkedIn
Follow Annie Culver on Twitter

Visit SocialPros.com for more insights from your favorite social media marketers.

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Our potential to reach audiences on social media is probably the highest it’s ever been. And yet, with fierce competition and a crowded market, it’s much tougher to stand out these days.

This week’s Social Pros guest is Gina Michnowicz, CEO & Chief Creative Officer at The Craftsman Agency, and she has some words of wisdom for anyone struggling to drive engagement.

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Gina Michnowicz, CEO & Chief Creative Officer at The Craftsman Agency, joins the Social Pros podcast to give us a behind-the-scenes look at how her agency creates magical moments for social media.

Gina explains why all social campaigns need to lead with a strong story and why you should start with a clear objective before diving in. We hear many examples of campaigns that The Craftsman Agency has pulled off successfully, including viral Reddit AMAs and blockbuster movie campaigns.

While we all aim to become social pros, Gina’s take is that the platforms change too rapidly to become a true expert in everything. But by keeping up with algorithm changes and experimenting to find what works, we can get pretty close.

Gina also shares some insights into the best metrics to measure, how to deal with negativity online, and what you can do with a tight budget. It’s a truly packed Social Pros episode this week!

In This Episode:

4:19 – Gina explains some of The Craftsman Agency’s work
7:48 – How Gina’s agency approaches channel management
10:56 – Gina gives her take on remote work’s effect on creativity
16:54 – Gina explains what it takes to work on a successful campaign
21:19 – How to optimize partnerships and build great working relationships
23:23 – How Gina coordinated a successful Reddit AMA
28:05 – The trick to balancing paid campaigns with organic
31:28 – How The Craftsman Agency measures ROI and organic campaigns
35:35 – Gina’s top metrics to measure
38:50 – How to get ahead on social without a big team or budget
42:31 – Gina’s top tip for anyone looking to become a social pro

Resources

Get the new State of Marketing report for free from Salesforce
Schedule a consultation with ICUC
Grab your free Social Media Audit Bundle
The Craftsman Agency

Visit SocialPros.com for more insights from your favorite social media marketers.

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Andrew Jenkins, CEO of Volterra, takes the mic today to discuss his new book, Social Media Marketing for Business, and how it’s helping social pros solve the issue of scaling social across their organizations.

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The ‘who owns social’ debate is one that we’ve probably tapped into a couple of times here on Social Pros. Now, somebody may finally have an answer to that!

Andrew Jenkins, CEO of Volterra, joins this Social Pros episode to discuss his new book, Social Media Marketing for Business: Scaling an Integrated Social Media Strategy Across Your Organization. But that’s not all, he also shares valuable insights on tackling one of the most overlooked obstacles when it comes to social media success, corporate culture.

This episode is full of useful anecdotes, advice, and a great conversation that’ll get you thinking about the state of social media operations in your organization. There’s also a great deal in there about the political clout that surrounds social. Bottom line, this is as real as it gets.

In This Episode:

04:49 – Andrew explains why he wrote his book
07:07 – Why Andrew took an alternative angle in his book
09:39 – How Andrew became a social pro
12:31 – The changes to social in organizations
17:16 – How remote working has changed social teams
20:09 – Are Andrew’s University of Toronto students changing his ideas?
24:46 – How Andrew secured case studies for his book
28:33 – How he chose what to and what not to include in the book
30:58 – Where Andrew goes for social inspiration
34:42 – Andrew’s advice on how to become a social pro

Resources

Get the new State of Marketing report for free from Salesforce
Schedule a consultation with ICUC
Grab your free Social Media Audit Bundle
Check out Andrew’s book
Follow Andrew on Twitter
Check out Volterra on Twitter

Visit SocialPros.com for more insights from your favorite social media marketers.

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The ‘who owns social’ debate is one that we’ve probably tapped into a couple of times here on Social Pros. Now, somebody may finally have an answer to that!

In This Episode:

04:49 – Andrew explains why he wrote his book
07:07 – Why Andrew took an alternative angle in his book
09:39 – How Andrew became a social pro
12:31 – The changes to social in organizations
17:16 – How remote working has changed social teams
20:09 – Are Andrew’s University of Toronto students changing his ideas?
24:46 – How Andrew secured case studies for his book
28:33 – How he chose what to and what not to include in the book
30:58 – Where Andrew goes for social inspiration
34:42 – Andrew’s advice on how to become a social pro

Resources

Get the new State of Marketing report for free from Salesforce
Schedule a consultation with ICUC
Grab your free Social Media Audit Bundle
Check out Andrew’s book
Follow Andrew on Twitter
Check out Volterra on Twitter

Visit SocialPros.com for more insights from your favorite social media marketers.

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Ken Madrigal, Sr. Director - CXM Best Practices Group, Sprinklr, joins the Social Pros podcast to talk about the evolution of social care and the important role it presently plays in the social sphere.

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The social media game isn’t what it used to be a few years ago. Social care has taken more of front seat, and it deserves a closer look.

This week’s guest, Ken Madrigal, Sr. Director - CXM Best Practices Group, Sprinklr, takes us on a deep dive into what social care is and why it’s such an important consideration for brands today. He talks about the importance of viewing customers as humans and forming connections that go beyond simply quick responses.

Ken also points out that social media, be it marketing or social care, is all about weaving experiences and, in turn, those experiences end up elevating the brand.

In This Episode:

06:22 Ken tells us a little bit about his role at both Verizon and Sprinkler
08:41 How to create a personalized experience for customers
11:35 The evolution of social care
15:38 Where companies should strive to be with their social care
18:40 Ken shares a cross-section of the social care process at Verizon and Sprinkler
22:28 The best way to align different teams in terms of social care
26:59 How to prep social care teams to deliver service and guard their mental health
31:46 The part empathy plays in marketing
34:22 How smaller teams can take their customer experience game to the next level
39:17 Ken’s advice for anyone looking to become a Social Pro

Resources

Get the new State of Marketing report for free from Salesforce
Schedule a consultation with ICUC
Grab your free Social Media Audit Bundle
Follow Ken on Twitter
Check out Sprinklr on Twitter

Visit SocialPros.com for more insights from your favorite social media marketers.

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Ivonne Aldaz, Host and Content Creator, and David Ramirez, Senior Marketing Manager at TINT, join Social Pros to discuss the growing value of User Generated Content (UGC) and how TINT is making it a lot easier to reap the benefits of using UGC.

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Whether it’s from posts in a forum, consumer reviews, or random shoutouts, you’ve got to admit there’s a certain authenticity that comes from UGC.

When a brand says something positive about itself, it’s flat-out marketing. But hearing how great a brand is from an actual user hits a bit closer to home base.

In this episode of Social Pros, Ivonne Aldaz, Host and Content Creator, and David Ramirez, Senior Marketing Manager at TINT, highlight the growing role of UGC today and explain the various ways they’re giving UGC a wider platform at TINT.

Hear everything from how TINT uses UGC to push its message forward to what makes up an effective UGC campaign. We’re getting to the bottom of what makes UGC so successful in this episode.

In This Episode:

03:47 What is TINT?
07:58 Ivonne gives an insight into her role as content creator and host
09:42 David explains more about his role as Senior Marketing Manager
12:12 How UGC provides great social proof for brands
13:37 Why is UGC important?
17:54 The benefits of broadening your perspective on UGC
20:48 How Ivonne uses UGC at TINT
24:00 Who should own the UGC efforts in your company?
28:35 Why your HR team should be involved
29:22 Why employee feedback and testimonials are important
34:37 Key elements of a successful UGC or EGC campaign
37:07 Why imperfection is perfect
38:10 Representation is key
40:21 The Big Two with Ivonne and David

Resources

Get the new State of Marketing report for free from Salesforce
Follow Ivonne on Twitter
Follow David on Twitter
Check out TINT’s Twitter

Visit SocialPros.com for more insights from your favorite social media marketers.

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Luz Bickert, Senior Social Media Manager at Chili’s, and Melissa Rivers, Director of Social at Mattress Firm, joined the Social Pros podcast to shed some light on how social media teams can collaborate productively.

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Successful social media campaigns all have a number of things in common – effective social listening and being receptive to collaborators are some of the key ones.

But what if those collaborators are from a different company entirely?

Luz Bickert, Senior Social Media Manager at Chili’s, and Melissa Rivers, Director of Social at Mattress Firm, discuss how they successfully navigated a collaborative social media campaign for April Fools’ Day.

Is it best to thoroughly plan these joint exploits or make decisions off-the-cuff? How do you make decisions without a conflict of interest? Do you plan to go viral or just put all you can into connecting with your audience?

Find out the answers to these questions and more in this episode of Social Pros.

In This Episode:

4:21 – Luz introduces herself
5:02 – Melissa introduces herself
6:46 – The audience reaction to their social media collab
9:50 – The early stages of the Chili’s-Mattress Firm collab
13:39 – How the fan reaction felt
16:41 – How they responded to fans after the collab
19:36 – How other companies responded on social media
21:45 – Engagement goals and metrics
25:05 – The do’s and don’ts of social media collaboration
29:13 – The benefits of human social listening
33:46 – Luz and Melissa’s advice on how to become a social pro

Resources

Get the new State of Marketing report for free from Salesforce
Schedule a consultation with ICUC
Grab your free Social Media Audit Bundle
Check out the ‘Margarita Mattress’
Connect with Luz on LinkedIn
Connect with Melissa on LinkedIn
Follow Luz on Twitter

Visit SocialPros.com for more insights from your favorite social media marketers.

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Allison Day, Social Media Manager at Reddit, takes the mic on this Social Pros episode to tell us how Reddit successfully maintains a presence across all social media platforms.

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Social media platforms featured on other social media platforms – it doesn’t get more meta than that. But that’s pretty much what Allison Day, Social Media Manager at Reddit, does with her team day-in-day-out.

In this Social Pros episode, Allison shares some insights into what Reddit seeks to achieve by creating a presence across social platforms. She also gives us a sneak peek into how she achieves that with the mountains of content out there.

Gear up to hear about all the nuances of different social media platforms, Allison’s content creation process, and of course, that time that Reddit practically broke the internet over Wall Street bets.

In This Episode:

6:15 How people react when Allison tells them she does social on other social media networks for Reddit
7:33 Reddit’s goals on other social media channels
9:13 Allison’s approach to bringing Reddit to life on other channels
11:36 How Reddit overlaps with other social media platforms
13:27 The major KPIs for sharing Reddit content on other sites
15:15 Allison gives an overview of what subreddit place is
18:50 Where to find Reddit on all social media platforms
19:30 Allison gives a breakdown of her social media team at Reddit
21:00 Reddit’s social media strategy on LinkedIn
23:22 How Allison stays up to date with trends on different platforms
26:30 What Allison’s content creation process is like
28:58 Reddit: user or business focused?
30:27 Allison’s favorite Reddit campaign
37:10 Allison’s advice for anyone looking to be a social pro

Resources

Get the new State of Marketing report for free from Salesforce
Follow Allison on Twitter
Check out Reddit’s Twitter

Visit SocialPros.com for more insights from your favorite social media marketers.

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Paul Roetzer, Founder & CEO of Marketing AI Institute, joins the Social Pros podcast to shine some light on AI’s growing role in the future of social media.

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It may seem like it’s been going on for ages, but the “to use or not to use AI” conversation is getting louder by the micro-second. But as Paul Roetzer, Founder and CEO of Marketing AI Institute, points out in this Social Pros episode, the role of AI in social media is constantly expanding.

So, at this point, there’s only one way forward — jump on the bandwagon. Paul discusses how we can reframe how we see AI and its potential, especially as it relates to social media. He also delves into some of the most common use cases for AI in the field.

In a nutshell, this episode is about gearing up for what’s to come by embracing what Paul calls a “next-gen mindset.”

In This Episode:

5:18 - Why Paul’s new book ‘Marketing Artificial Intelligence: AI, Marketing, and the Future of Business’ is an essential read
07:16 Why marketers don’t understand the full potential of AI
09:12 How social pros can overcome the aversion to learning about AI
11:31 Common use cases for AI
17:25 Paul shares AI use cases that have helped marketers achieve better personalization
20:36 What it means to be a next-gen marketer
22:38 How AI can help with content repurposing and republishing
25:54 What the starting point for AI adoption is
29:14 What it means to use AI for good
37:35 Paul’s advice to Social pros

Resources

Get the new State of Marketing report for free from Salesforce
Check out Paul’s new book
Follow Paul on Twitter
Connect with Paul on LinkedIn

Visit SocialPros.com for more insights from your favorite social media marketers.

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Justin Tse, the CEO of Feature Media, joins the Social Pros podcast to share his story and insider tips on how he built a monumental followership on social media.

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Gaining 1.5 million followers, having a total of seven income streams, and becoming a well-known YouTube influencer all by the age of 25 are successes many of us can only dream of. But, Justin Tse, the CEO of Feature Media has done it all and he joins Social Pros to give some insights into how he managed it.

We hear how Justin’s passion for content creation started out as a hobby and how he’s managed to harness that initial wonder as it evolved into a lucrative business. He also shares insider knowledge on how the influencer-brand dynamic works and how to harness it to the fullest.

Alongside practical advice all content creators and influencers can use to perfectly blend their creativity and business acumen, Justin discusses the evolving state of influencer marketing.

In This Episode:

05:00 How Justin built a brand with such impressive stats
06:57 Justin’s take on product lifespan
08:55 Common brand expectations for influencers
11:36 What the typical process is for brands and influencers
14:12 The dynamics of Justin’s team behind the scenes
16:36 Running a media company vs being a lone influencer
18:40 The difference between working directly with brands and working with them through agencies
23:49 The typical timeframe from brand partnership to the actual content creation
25:45 The best way to tap into an influencer’s community
28:53 Striking a balance between content creation speed and quality
32:50 How Justin stands out as a content creator
37:44 How Justin tests the content for his course
39:32 Justin’s course and how it helps other content creators
46:17 The best place to find Justin’s content on social media
43:39 Justin’s advice for anyone looking to become a social pro

Resources

Get the new State of Marketing report for free from Salesforce
Check out Justin’s YouTube page
Follow Justin on Twitter
Follow Justin on Instagram

Visit SocialPros.com for more insights from your favorite social media marketers.

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It’s another Greatest Hits episode and this time we’re revisiting the insightful discussion we had with Lauren Thomas, Senior Manager of Communications & Social at Intuit Consumer Group. She discusses how Intuit makes tax content fun and engaging.

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In this trip down memory lane, we’re revisiting an episode with one of our many fantastic guests, Lauren Thomas, Senior Manager of Communications & Social at Intuit Consumer Group. She discusses how innovation helps Intuit see massive social success and how she leads — not manages— the team that drives this success.

Truth be told, tax and budgeting are not the most interesting topics in the world. But somehow, Intuit keeps winning on social by creating content that’s fun, engaging, and educational.

Lauren takes us back to the drawing board where she crafted some of the engaging content Intuit puts out there. We also hear how the brand works with both personal finance and general lifestyle influencers to create relatable content.

In This Episode:

03:46 How Lauren wears so many hats in her team
05:39 How Lauren uses social listening and insights from Voice of Customer
08:27 Why job roles affect how social listening is carried out
10:47 How Intuit engages its audience throughout the year
13:42 Lauren explains how her team handles the shift in social engagement all year round
15:42 How Intuit blends tax and finance content with lifestyle content
18:38 Lauren explains how Intuit used Cameo as a unique marketing push
22:48 How influencers help Intuit turn serious tax topics into something more engaging
26:26 Intuit’s social care team’s approach to protecting personal information
33:33 Lauren shares the story behind ending up in the Guinness Book of World Records
37:51 How to get leadership to understand your vision
41:11 Lauren explains how she helps others operate in the ‘zone of genius’
45:12 Lauren’s top tip for those looking to become a social pro

Resources

Get the new State of Marketing report for free from Salesforce
Follow Lauren on Twitter
Check out Intuit’s Twitter

Visit SocialPros.com for more insights from your favorite social media marketers.

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Mary Nice, Senior Strategist at Convince & Convert, takes the mic in this episode to share some tried and tested strategies for building a personal brand.

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If you’re a social pro, then the idea of building a personal brand isn’t so far-fetched. It’s already part of your day job, albeit on a larger scale. However, our guest on this Social Pros episode, Mary Nice, the Senior Strategist at Convince & Convert, points out that there are a few differences between working for a bigger brand and venturing out on your own.

She walks us through her personal journey in creating a personal brand and her motivation behind taking that bold step. Mary also stresses the importance of passion when building a brand and gives some pointers on how to handle negative comments on social media.

She follows that up with a must-listen discussion on the key practices social pros need to bring forward to create their personal brands, which is packed with useful and practical tips!

In This Episode:

05:21 Mary talks through her decision to build a personal brand
08:56 What motivates people to pursue their own personal brands
10:47 How passion motivates consistency
12:07 The ins and outs of building a social brand
14:30 How Mary built an audience on TikTok
15:44 Why controversial content works so well
17:34 How Mary and Jay handle negative feedback
22:02 How to pick the right kind of format for your content
26:35 Core practices all social pros should bring forward
30:40 Why you should take a simple approach to creating content
34:30 Can anybody build a personal brand?
37:26 Mary’s advice to anyone who wants to become a social pro

Resources

Get the new State of Marketing report for free from Salesforce
Check out Convince & Convert’s Social Media Audit Bundle Read
Follow Mary on TikTok
Reach out to Mary on Instagram
See what Jay’s up to on TikTok
Follow Jay on Instagram

Visit SocialPros.com for more insights from your favorite social media marketers.

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Kate Winick, Senior Director of Social Media at Peloton, is on the Social Pros podcast to discuss everything from how she makes managing a big social team look so effortless to how Peloton connects with a huge audience. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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In This Episode:

03:27 Kate shares some insights from her day-to-day at Peloton
05:31 How Kate aligns all her duties and fosters collaboration
09:00 How Peloton taps into engaging conversations on social
14:00 Kate talks about Peloton’s Cody Rigsby campaign and its unexpected engagement levels
18:49 How Peloton integrates instructors into their overall social strategy
21:05 Steps brands can take to start handing over the reins of creativity to influencers
24:35 How Peloton measures their success
27:12 Highly underrated metrics you should be looking at
28:37 Benefits of having a data analyst
29:39 How Kate approaches team building and growth
34:02 Some of the team training and management challenges Kate faces
37:00 Kate’s take on addressing burnout among social pros
41:16 Kate’s advice to aspiring social pros

Resources

Get the new State of Marketing report for free from Salesforce
Connect with Kate on Twitter
Check out Peloton’s Twitter
Peloton’s website

Visit SocialPros.com for more insights from your favorite social media marketers.

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Social Pros catch up with QVC’s Head of Social Media Marketing Heather Brinckerhoff to talk community management, content auditing, TikTok and much more!

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QVC’s Heather Brinckerhoff chats about content auditing, social media community management, and more on the Social Pros podcast.

In this episode, Heather shares some invaluable tips on how to draw in potential customers and keep them interested in your products.

Heather explains that content auditing is a huge part of QVC’s strategy to keep content relevant and resonating with its audience. Tune in today to hear why content auditing is so important, Heather’s advice for making your content go viral on social media, details about QVC’s new TikTok strategy, plus so much more.

In This Episode:

02:31 – Heather gives some insight on QVC and its social media output
04:33 – Heather explains what she oversees as QVC’s Head of Social
05:24 – A breakdown of the demographic QVC appeals to
06:08 – Heather outlines QVC’s social media strategy in detail
07:25 – How the global team keep up with conversation
09:02 – Heather explains how QVC coordinates partnerships and vendors
12:51 – How QVC use social listening
14:03 – Why QVC is always doing content audits
17:38 – Heather compares her role at QVC with her previous positions
19:44 – Heather reminisces over social media ‘misadventures’
23:27 – Where Heather found the best engagement for QVC’s April Fool’s joke
26:03 – Heather shares her views on whether you can predict viral content
30:38 – Why you need to know the customer’s experience of your company
32:40 – Heather’s tips for aspiring social pros

Resources

Visit SocialPros.com for more insights from your favorite social media marketers.

Schedule a consultation with ICUC

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Anthony Yepez, SVP of Brand Strategy & Marketing Partnerships at CEG (Central Entertainment Group) joins the Social Pros podcast to discuss the interesting dynamics of influencer-brand relationships and the best way to maximize them.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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Word on the virtual streets has it that influencer marketing is catching on like a wildfire… and it’s not dying down anytime soon. With social media users seeking out more genuine connections, there are few better ways to reach out to them than influencers.

Joining Social Pros for the second time around, Anthony Yepez, SVP of Brand Strategy & Marketing Partnerships at CEG, takes the mic to discuss the delicate dynamics of the influencer-brand relationship.

We catch up on what he’s been up to since he last joined the show before he delves headfirst into brand expectations for influencers and the best way to ensure those expectations are met. Anthony also explains where the influencer’s creative freedom stops and brand safety kicks in. Hint: it’s all about finding the right balance.

In This Episode:

03:58 What Anthony has been up to since he last joined the show
06:07 Anthony gives some insights into his new role
07:49 The unique dynamic between sales and relationship building
09:52 What brand expectations for influencers are right now
10:44 The importance of data when matching influencers with your audience
12:20 Why it’s vital to know what you want to accomplish with influencers
14:00 How influencer marketing has evolved over the years
16:41 Long term vs short term brand-influencer collaborations
18:46 Why it’s important to give creators the liberty to create
21:16 How to balance creative freedom with brand safety
23:20 Common ways brands overlook creative executions
25:29 Anthony’s take on which social media platform is the best for influencing
32:17 Why social media platforms need some sort of regulation
35:09 Anthony’s advice to social pros on creating a work-life balance
38:18 Misconceptions about content creation that lead to burnout
41:42 Anthony’s advice to anyone who wants to become a social pro

Resources

Get the new State of Marketing report for free from Salesforce
Check out Anthony's first Social Pros Episode
Join the Social Media Manager Slack Community
Follow Anthony on Twitter
Connect with Anthony on LinkedIn

Visit SocialPros.com for more insights from your favorite social media marketers.

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Jamie Bland, Video Marketing Manager, and Heike Young, Senior Director of Video Marketing at Salesforce, join Social Pros to give some key insight into Salesforce’s approach to video and why YouTube is a huge priority.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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We’ve been in the “age of video” for a few years now, and if you’re not already charging ahead with your video strategy, you could be missing out. At least that’s what Jamie Bland, Video Marketing Manager, and Heike Young, Senior Director of Video Marketing at Salesforce, have to say in this episode of Social Pros.

Jamie and Heike take us behind the scenes of Salesforce’s YouTube strategy to explain why video is “mission critical” in marketing these days and how to connect with your audience through video.

Heike and Jamie give some tips on what metrics to measure, how to pick out true, meaningful engagement, and why YouTube is an underutilized community management tool.

In This Episode:

7:12 – Heike and Jamie walk us through the video team at Salesforce
12:33 – Important lessons Heike brought from social media to the video team
16:35 – Jamie explains the differences between creating B2B and B2C video content
19:53 – Untapped opportunities B2B brands can unlock with YouTube
25:38 – What makes good, compelling YouTube content
29:00 – Why the community aspect of YouTube shouldn’t be overlooked
33:22 – Why showing up in search is so important for B2B YouTube channels
35:28 – Tips for integrating a video department with the rest of the business
38:08 – What metrics to measure on YouTube
42:50 – The Big Two questions

Resources

Schedule a consultation with ICUC

Visit SocialPros.com for more insights from your favorite social media marketers.

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Jesse Cole, Owner of the Savannah Bananas baseball team, joins the Social Pros podcast to discuss how breaking the mold and rewriting the rules of social media often yields the best results. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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Diehard baseball fans may be thinking, why fix something if it isn’t broken?

But Jesse Cole, Owner of Savannah Bananas and the Founder of Fans First Entertainment, saw a chance to stand out and endear himself to audiences by changing the game… a lot.

Jesse’s primary aim is to create content that serves his audience, and he’s certainly shaken things up when it comes to content creation. To let us in on his secrets, Jesse shares some of his out-of-the-box ideas from his new book, Fans First: Change the Game, Break the Rules & Create an Unforgettable Experience.

Jesse breaks down the “five Es” needed to create raving fans and explains why the key to building a brand lies in something as simple as being different.

In This Episode:

2:03 - Jesse gives some background insights on Savannah Bananas
4:21 - Jesse talks more about ‘expanding the baseball experience’
5:27 - How the Savannah Bananas world tour has evolved
6:17 - A breakdown of who, and what, makes up the Savannah Bananas team
8:11 - How Jesse identified and eliminated friction points from baseball
10:29 - The benefits of taking a fans-first approach
11:59 - How to identify hidden sources of friction
15:22 - How Jesse approaches experimentation for the Savannah Bananas brand
22:31 - How the Savannah Bananas shoot their footage
25:45 - What Jesse’s social team looks like
28:00 - Why Jesse believes the Savannah Bananas would still be a sensation without social media
28:53 - Why it pays to be different
33:41 - What lies in the future for Savannah Bananas
35:34 - Jesse’s advice to aspiring social pros

Resources

Visit SocialPros.com for more insights from your favorite social media marketers.

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Candy fans unite! This is the Social Pros episode for you. Brian Camen, Senior Director of Media, Content & Public Relations at Ferrara Candy Company, joins Social Pros to let us in on his social mastery secrets. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud ICUC

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Brian Camen, long-time candy fan and Senior Director of Media, Content & Public Relations at Ferrara Candy Company, joins the Social Pros podcast to drop some tasty morsels of advice.

As a company with multiple brands for different candies, managing social media for them all is a mammoth task. Brian lets us in on his secrets and explains his team’s process for creating social content that drives results.

He explains why it’s so important to know each brand well and its target audience, and balance that with the typical users on each social media platform. We hear how Ferrara Candy made its break into TikTok, and Brian shares some food for thought on the future of the platform.

In This Episode:

4:54 – Brian takes us through his career journey at Ferrara Candy Company
12:10 – How to juggle social media for 50+ accounts
14:02 – How Ferrara Candy Company evolves with its audience
16:43 – Brian, Anna, and Daniel swap stories on their favorite candies
19:22 – Brian’s approach to testing campaigns and developing a learning agenda
22:18 – What Brian means by “failing fast”
24:29 – How Brian and the team first approached TikTok
27:53 – Brian’s take on breaking the algorithm on TikTok
29:32 – Why audio is still a great opportunity on social
32:09 – How Ferrara Candy Company won two REGGIE awards
39:47 – Brian’s top tip for anyone who wants to become a social pro

Resources

Get the new State of Marketing report for free from Salesforce
Schedule a consultation with ICUC
Download our free 500th episode celebratory eBook

Visit SocialPros.com for more insights from your favorite social media marketers.

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Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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ICUC

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Brian Camen, long-time candy fan and Senior Director of Media, Content & Public Relations at Ferrara Candy Company, joins the Social Pros podcast to drop some tasty morsels of advice.

In This Episode:

4:54 – Brian takes us through his career journey at Ferrara Candy Company
12:10 – How to juggle social media for 50+ accounts
14:02 – How Ferrara Candy Company evolves with its audience
16:43 – Brian, Anna, and Daniel swap stories on their favorite candies
19:22 – Brian’s approach to testing campaigns and developing a learning agenda
22:18 – What Brian means by “failing fast”
24:29 – How Brian and the team first approached TikTok
27:53 – Brian’s take on breaking the algorithm on TikTok
29:32 – Why audio is still a great opportunity on social
32:09 – How Ferrara Candy Company won two REGGIE awards
39:47 – Brian’s top tip for anyone who wants to become a social pro

Resources

Get the new State of Marketing report for free from Salesforce
Schedule a consultation with ICUC
Download our free 500th episode celebratory eBook

Visit SocialPros.com for more insights from your favorite social media marketers.

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Kirsten Jordan from Million Dollar Listing NY joined this episode of the Social Pros to share how she juggles being a mom with living a full life and building a solid social media brand.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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It’s not easy being a jack-of-all-trades and a master of all, but Million Dollar Listing NY’s Kirsten Jordan somehow pulls it off.

She’s not just a licensed associate real estate broker, she’s also a real estate adviser, the founder of the Kirsten Jordan Team at Douglas Elliman, and the star of Million Dollar Listing New York on Bravo. Kirsten is on Social Pros to share some insights into how she built a thriving social brand alongside her track sheet of other accomplishments.

There’s a huge difference between leveraging social media on a personal level and using it as an asset — and Kirsten has cracked the code. She delves into the nuances of different social media platforms, time management tips, and how she started the Moms of Real Estate campaign.

In This Episode:

5:01 – How Kirsten realized that social media could help her build a brand
7:14 – How Kirsten keeps up with the latest social media trends
9:11 – Why using calendars is key to Kirsten finding balance in her day
11:10 – Getting over the awkwardness of self-promotion
12:40 – How Kirsten’s team manages self-promotion
14:30 – How Kirsten broke into TikTok
16:57 – Kirsten’s approach to content creation for different audiences
21:33 – Why cultivating a community was so important for Kirsten
25:03 – How to measure success on social media
27:11 – Kirsten shares her personal goals for her social channels
28:17 – Kirsten describes her most successful social posts
31:21 – Kirsten’s advice for anyone looking to become a social pro

Resources

Get the new State of Marketing report for free from Salesforce
ICUC.Social
Check out Kirstenjordan.com
Follow Kirsten on Instagram

Visit SocialPros.com for more insights from your favorite social media marketers.

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One episode ago, we said a fond farewell to long-time hosts Jay Baer and Adam Brown. But things are far from over on the Social Pros podcast. As promised, this episode introduces our two brand new co-hosts and long-time members of the Social Pros family. Say hello to Erika Lovegreen, SVP of Marketing and Communications at ICUC, and Daniel Lemin, Senior Strategist, CX Advisor at Convince & Convert. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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The last episode of Social Pros marked the end of an era for pioneer hosts, Jay Baer and Adam Brown. But they definitely left Anna Hrach in great company as ICUC’s Erika Lovegreen and Convince and Convert’s Daniel Lemin step up to the plate as the new co-hosts.

Seeing as they’re no strangers to the show, they fit right in to this episode of the Social Pros podcast. Alongside Anna, they discuss some of the things they hope to cover on the show moving forward. They also delve into discussions about their favorite social media platforms and round things up with a modified version of the “big two.”

Heads up: If you’re still on the fence about the Metaverse, you’ll want to tune in to this episode for some unmissable insights from both Erika and Daniel.

In This Episode:

02:20 - Erika’s experience keeping the secret that she’d be joining Social Pros
03:28 - Erika shares some info about herself and the ICUC
06:12 - Anna announces ICUC as the podcast’s new sponsor
07:34 - Daniel introduces himself and shares his experience as an author
10:59 - Why Erika hopes to discuss growing community spaces on the show
12:46 - Daniel’s take on the rising cases of burnout among social media content creators
15:10 - Why mental health is a big conversation in community management spaces
16:44 - Why brands need to gear up for the metaverse
20:11 - Questions surrounding the metaverse
22:17 - Thoughts on how TikTok creators will leverage the new 10 minute time span
24:10 - Why there’s more to Reddit than what meets the eye
27:38- Erika and Daniel share what currently excites them about social media

Resources

Get the new State of Marketing report for free from Salesforce
Listen to Erika on Social Pros Episode 512
Listen to Daniel on Social Pros Episode 193
Erika’s Twitter
Daniel’s Twitter

Visit SocialPros.com for more insights from your favorite social media marketers.

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We’re doing something different this week as our very own Jay Baer, Anna Hrach, and Adam Brown sit down together for what may be the last time in a long while. They reminisce over their humble beginnings, discuss future plans, and the direction the show will take as Jay and Adam transition to new projects.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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With over 10 years and more than 500 episodes under their belts, hosts Jay Baer and Adam Brown sit down together to celebrate the end of an era.

With Adam embarking on the adventure of repurposing his father’s bestseller, “Life's Little Instruction Book,” and Jay jumping on TikTok to discuss all things Tequila, the show is now in the more than capable hands of Anna Hrach (and two new mystery hosts).

As promised, it’s not our usual episode format, there are games, witty quips, advice for the future hosts, and an interesting anecdote about a mysterious hole in Anna’s backyard. So, tune in as they close this chapter to give way for the next one.

In This Episode:

02:27 - What Adam will be up to during his sabbatical
05:30 - Adam looks back at his experience in social media
08:45 - How Adam got his start on Social Pros
09:51 - Anna’s take on what Jay and Adam’s first couple of shows were like
10:40 - Jay officially hands over the reins of the show to Anna
12:10 - How Social Pros got its start
13:11 - What Anna does at Convince and Convert
13:54 - Anna gives some background on what she used to do before Convince and Convert
14:38 - Why Anna thinks Reddit is a fascinating social platform
15:24 - Anna’s insights and hopes for the show moving forward
19:13 - What Jay will be up to once he leaves social pros
20:30 - Jay and Adam play ‘guess the quote’
27:12 - How the role of social media professionals has changed since the show started
32:32 - Adam and Jay share parting advice
37:38 - Anna shares some clues about the identities of her new co-hosts

Resources

Get the new State of Marketing report for free from Salesforce
Download Social Pros 500 for FREE!

Visit SocialPros.com for more insights from your favorite social media marketers.

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Mike Shubic, video producer, travel writer, and publisher of Mike’s Road Trip, joins the Social Pros podcast to discuss some of the tactics that have helped him get ahead in the travel content creation game.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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How do you carve a niche for yourself in an industry saturated with travel bloggers, influencers, and enthusiasts?

While there’s no A+B=C type formula for success, Mike Shubic, video producer, travel writer, and publisher of Mike’s Road Trip, joins this episode of Social Pros to share some tips and pointers.

It takes a lot more than high-quality photos and a knack for words to make it in the travel content creation space. Mike highlights this as he shares what he calls the Holy Grail of content creation. He also explains why he thinks it's best to stick to one or two platforms when creating content.

Mike delves into the unglamorous realities of being a travel content creator and explains what it takes to create a distinct and robust brand in that space.

In This Episode:

3:36 - Mike gives a little background on who he is and what he does
5:21 - The benefit of travel conferences
9:25 - Mike explains the realities of being a travel content creator
10:56 - The Holy Grail of content creation
11:53 - The benefits of focusing on one social media channel
12:50 - How Mike presents his footage on different platforms
14:17 - Video quality vs social media algorithms
15:27 - Different platforms to help get your content out there
17:52 - The core essence of being a travel content creator
18:41 - What Mike’s creative process looks like
22:25 - How much lead time Mike needs before a job
23:59 - Recent trends Mike has noticed in the travel and tourism industry
26:27 - How social media affects the way destinations present themselves
28:07 - How the tourism industry has grown rapidly
30:56 - How to create a distinct and robust travel brand
32:24 - Mike’s tip for anyone looking to become a social pro?

Resources

Get the new State of Marketing report for free from Salesforce
Check out Mike’s Road Trip
Follow Mike on Twitter

Visit SocialPros.com for more insights from your favorite social media marketers.

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Abraxas Higgins, Influencer, Social Audio Creator, and Strategist at Abraxas Management Limited, joins this episode of Social Pros to discuss how a total mindset shift can help influencers and brands get the most out of social audio platforms.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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While Clubhouse and Twitter Spaces are undeniably social media platforms, they’re a whole different ecosystem when compared to Instagram or even TikTok. So, how do you make the most of these spaces?

Abraxas Higgins, Influencer, Social Audio Creator, and Strategist at Abraxas Management Limited, says it’s all about wiping the slate clean and looking at things from a different angle. He’s on this episode of Social Pros to share his journey to becoming the world’s first social audio influencer.

Abraxas shares three things you need to be successful as a social audio influencer. He also drops some words of wisdom for influencers and brands looking to dominate the social audio space.

In This Episode:

3:15 - Abraxas explains what it means to be the world’s first social audio influencer
4:41 - How Abraxas got his start with social audio
7:18 - Why Clubhouse dominates the social audio space
10:02 - Cultivating a community on social audio spaces vs. traditional channels
12:30 - What it takes to be successful as a social influencer
14:32 - What inspired Abraxas to start his own show
17:10 - Why social audio influencers can fit in anywhere
21:53 - Abraxas’ take on what brands should do before reaching out to influencers
23:37 - What brands should consider when working with social audio influencers
25:59 - Why some brands haven’t been able to leverage Clubhouse effectively
30:11 - The effect of the abating pandemic on the social audio space
35:01 - Abraxas’ take on untapped opportunities in social audio
38:35 - Abraxas’ advice for anyone looking to become a social pro

Resources

Get the new State of Marketing report for free from Salesforce
Check out Abraxas on Clubhouse
Follow Abraxas on Twitter

Visit SocialPros.com for more insights from your favorite social media marketers.

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Seth Bridges, the Founder and Head of Product & Marketing at Rival IQ, joins this episode of Social Pros to discuss what it takes to keep engagement rates up and share his 2022 social media industry benchmark report.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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Getting likes is important, views are equally great, but what really ties everything together is a keen understanding of engagement rates.

Seth Bridges, the Founder and Head of Product & Marketing at Rival IQ believes in the importance of engagement rates so much that he’s published six installments of his benchmark report. For context, the report analyzed 5 million pieces of content across 14 industries to highlight the biggest engagement dos and don’ts.

In this conversation, Seth discusses the factors that affect engagement rates and emphasizes consistency. He also throws in some pointers on social media algorithms, including how to use them to your advantage.

In This Episode:

03:39 - How Rival IQ helps social media marketers
04:37 - The platforms covered in Rival IQ’s report
07:09 - How industry and strategy affect engagement rates
14:55 - Why Rival IQ analyzes both organic and paid posts across platforms
19:31 - How consistency affects social media reach
24:31 - Factors that affect engagement rates
31:21 - The surprising aspects of Seth’s report
36:37 - Jumping on popular hashtags vs creating your own
40:11 - Seth’s advice for anyone looking to become Social Pros

Resources

Visit SocialPros.com for more insights from your favorite social media marketers.

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Carmen Collins, Senior Social Media Lead at Wish, takes the mic on this episode of Social Pros to discuss how brands can ‘humanize’ their marketing strategies and create true authenticity.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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Connecting with customers is vital for the growth of any brand. But how can you connect with your customers on a human level?

Carmen Collins, the incredible Senior Social Media Lead at Wish, pushes brands to “put a human face” on their online shopping experience by shining a spotlight on the employees of the organization.

Customers want to do business with brands that they like and connect with. This means that if you want to increase engagement, boost conversions, and get people talking about your business, you need to embrace and showcase authenticity.

So, how can you do this? Well, I’d start by listening to what Carmen has to say on her fourth time here on Social Pros!

In This Episode:

04:15 – How Wish makes the online shopping experience fun (and addictive!)
06:58 – An insider look at the business objective of Wish’s social media strategy
09:46 – What Wish’s team structure looks like now that the brand is transitioning from a privately owned company to a public company
13:46 – How the social and influencer teams work separately
16:20 – How the customer care team handles customer support questions
18:08 – The power of leveraging Instagram Live
21:45 – Why more brands need to show empathy and authenticity
25:08 – How Wish has put a human face on their brand
30:23 – Why social media pros and marketers should learn as much as possible about NFT communities
32:20 – How to get started with Discord
36:27 – A look at how Wish approaches their content strategy on TikTok vs Instagram reels
41:14 – Tips for balancing efficiency with effectiveness

Resources

Get the new State of Marketing report for free from Salesforce
Download Social Pros 500 for FREE!
Check out Wish
Follow Carmen on Twitter

Visit SocialPros.com for more insights from your favorite social media marketers.

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Kate Bradley Chernis, the Co-founder & CEO of Lately, joins the Social Pros podcast to have a chat about the revolutionary power of AI in the content creation and marketing space.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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Kate Bradley Chernis, the Co-founder & CEO of Lately, joins the Social Pros podcast to discuss AI applications in the world of sales and marketing.

Kate explores why social pros need to look for more interesting and compelling ways to draw audiences in and how Lately is helping users raise engagement levels by generating words that convert.

We hear how important it is for social pros to break down communication barriers using touchpoints that trigger nostalgia, memory, and emotion, as well as the various ways AI can make that process easier.

In This Episode:

4:17 - Kate gives some background on Lately.ai
09:23 - The importance of adding variety to your message
11:29 - Why archived content is still viable
16:47 - The engagement boosting power of Lately.ai
19:26 - The best source material for Lately.ai
21:50 - Why AI can’t replace humans
23:05 - How empathy ties into working with AI
30:03 - How Lately.ai helps both content and social teams
32:20 - How AI boosts human interaction
34:32 - Kate gives some insights into her ‘Lately Office Hours’ sessions
38:34 - Kate’s advice for anyone looking to become a social pro

Resources

Lately.ai
Lately.ai’s Twitter
Kate Bradley Chernis’ Twitter

Visit SocialPros.com for more insights from your favorite social media marketers.

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Erika Lovegreen, the SVP of Marketing & Communications at ICUC, is on Social Pros this week to talk about the intricacies of managing communities in an ever-changing landscape.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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Erika Lovegreen, the SVP of Marketing & Communications at ICUC, has made “people” her business — whether it’s blurring the lines between community management and customer service or adapting to new trends/platforms to meet customer needs.

Erika kicks off with a little ICUC backstory, starting from their humble beginnings moderating WWE conversations via text messages to partnering with Forbes list brands. She also explains what it takes to offer their services efficiently on a realistic and scalable level.

We hear how changes in the digital landscape, as well as global events, have not just changed how audiences react but community managers as well. Erika also highlights the importance of learning to embrace a bit of discomfort and pushing boundaries as the social scene changes more rapidly than it has in decades.

In This Episode:

03:19- Erika explains what ICUC does
05:28 - The line between community management and customer service
06:59 - How the ICUC relates with their agency partners
09:01 - Why prioritization is important when managing clients at scale
11:36 - Erika’s take on the evolution of customers’ attitude over time
13:47 - Why empathy is vital for both brands and the communities they serve
15:55 - Erika breaks down the scoreboard of a typical interaction between ICUC and their clients
18:06 - How passion and logistics play into assigning staff to subject areas
20:47 - The advantage of specialization and forming the right partnerships
23:39 - How the social media age has changed the skillsets needed at ICUC
26:32 - Steps brands should take to ensure they have the right engagement strategies for the future
31:49 - How Erika's background in healthcare feeds into her present role
34:12 - Erika’s advice to people looking to become social pros

Resources

ICUC’s Twitter

ICUC’s LinkedIn

Erika’s Twitter

Visit SocialPros.com for more insights from your favorite social media marketers.

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Nathan Allebach, the Creative Director of Allebach Communications, joined the Social Pros podcast for a chat about the ins and outs of creating brand voices and how he created the iconic Steak-umm brand persona.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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Nathan Allebach, the Creative Director of Allebach Communications, is on the Social Pros podcast to share his thought process behind creating the Steak-umm brand persona, and the ins and outs of balancing client expectations with audience expectations.

Jumping on the Twitter scene at a time when big brand personas just started dominating the platform, Nathan admits to being pleasantly surprised once the Steak-umm voice rose in popularity.

Nathan discusses how his success simply boiled down to experimentation and how he had to apply clear-cut strategies to keep the brand persona out of the red and in the black. He also shares a few pointers on pitching brand personas and earning client trust further down the line.

Nathan also explains why it’s important for social pros to prioritize basic media literacy and critical thinking.

In This Episode:

04:12 - Nathan tells us about his podcast “What's Really Good”
05:13 - How Nathan’s wealth of knowledge helped make him a social media expert
07:46 - Inspiration behind the Steak-umm brand persona
10:10 - The general reaction when the Steak-umm voice took off
13:12 - How to breathe life into brand voices
16:50 - How Nathan handled non-marketing related messages sent to the brand
20:15 - The dynamics of Nathan’s relationship with the Steak-umm stakeholders/brand managers
23:04 - The kind of topics Nathan would avoid under the Steak-Umm umbrella
26:52 - How to establish trust within brand-agency relationships
30:01 - When to pitch vanity metrics vs actionable metrics
31:34 - Nathan’s take on whether the Steak-umm playbook could work for any brand
41:26 - Nathan’s advice for anyone looking to be a social pro

Resources

What’s Really Good with Nathan Allebach
Nathan’s Twitter
Allebach Communications
Allebach Communications' Twitter

Visit SocialPros.com for more insights from your favorite social media marketers.

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Nora Cata, Marketing Specialist at the Stanford Center for Professional Development joins the Social Pros podcast to discuss the importance of leveraging platform experts to ensure that social media campaigns hit their mark

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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Nora Cata, the Marketing Specialist at the Stanford Center for Professional Development joins the Social Pros podcast to explain the importance of forming relationships with platform representatives and experts.

Nora has spearheaded some pretty bold and daring social media campaigns during her time as a marketer, but her confidence isn’t just on account of her wealth of knowledge. Over the years, she has formed solid connections with platform representatives which, in turn, gives her more insights into what works and what doesn’t.

She delves into some of the great work she’s done as a result of her affiliation with platform representatives in LinkedIn and even Google. She also offers a few pointers on how to get in touch with some of these platform representatives, ranging from networking to simply asking nicely.

In This Episode:

03:49 - Nora gives some insight into what the Stanford Center for Professional Development does
04:54 - How the Stanford Center for Professional Development carries out its very precise marketing strategy
08:52 - Nora describes her typical target market
10:48 - How virtual engagement has spiked since the pandemic
13:12 - Nora discusses virtual content and how she uses it
17:22 - The inspiration behind their out-of-the-box virtual content
18:49 - How communicating with platform reps boosts the success of a social media campaign
22:43 - Nora shares tips to get in touch with a platform rep
25:34 - How Nora’s team is structured and how that contributes to her success
28:58 - Who gets credit for what on Nora’s team
30:37 - What Nora looks for in metrics
32:09 - How Nora manages the messaging for two different brands under one umbrella
38:11- Nora’s advice for anyone looking to become a social pro

Resources

Stanford Center for Professional Development
Nora Cata’s Twitter
Nora Cata’s LinkedIn
Get the new State of Marketing report for free from Salesforce

Visit SocialPros.com for more insights from your favorite social media marketers.

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Whitney Magnuson, Senior Director, Social Marketing at Northwestern Mutual, is on Social Pros this week to talk about the strategy behind making finance content fun on social media.

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Whitney Magnuson, Senior Director, Social Marketing at Northwestern Mutual, joins Social Pros to give us a window into how her team creates fun and engaging social content.

Whitney explains how social media is a team effort that goes beyond the marketing department and how financial advisors use their expertise to pitch in with ideas. She also shares the challenges of creating content for such a highly regulated industry.

Memes and pop culture might not be what you expect from a financial services giant like Northwestern Mutual, but the social team pulls it off with a nice balance between fun and informative content. Whitney also shares Northwestern Mutual’s approach to working with influencers and why they focus more on micro-influencers who represent everyday people.

As a self-proclaimed data junkie, Whitney also explains why data is so important in this field and how it can help you tweak and fine-tune your social strategy.

In This Episode:

5:57 – Whitney fills us in on what Northwestern Mutual offers
7:50 – How Whitney helps financial professionals with their social media efforts
10:24 – How to navigate compliance regulations on social media
11:35 – How Whitney and her team makes financial content fun
14:23 – Why Northwestern Mutual uses a very different tone on social
17:10 – How Northwestern Mutual went from being “the quiet company” on social to a social-first organization
19:11 – Advice for taking over a new social media team
21:11 – How Whitney’s background as an attorney plays into her current role
22:55 – Where influencers fit into Northwestern Mutual’s marketing strategy
26:59 – How Whitney picks influencers to work with
28:44 – How customer relationships with financial advisors have changed since COVID
31:06 – Why data is one of the most important parts of social media
34:49 – Northwestern Mutual’s focus on younger customers
37:37 – Why LinkedIn content differs from Instagram content
38:55 – Why Whitney isn’t a huge fan of Reels
43:26 – Whitney’s top tip for anyone looking to become a social pro

Resources

Get the new State of Marketing report for free from Salesforce
Onalytica B2B Influencer Compensation Report
Northwestern Mutual’s Twitter
Northwestern Mutual’s Facebook page
Northwestern Mutual’s LinkedIn
Northwestern Mutual’s Instagram
Northwestern Mutual’s YouTube channel
Whitney’s blog - Mrs. Millennial

Visit SocialPros.com for more insights from your favorite social media marketers.

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Chad Colemen, the VP of Brand Partnerships & Digital Engagement at Dude Perfect, joins the Social Pros podcast to discuss the dynamics of brand partnerships and how to discover what works and what doesn’t.

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Chad Colemen, the VP of Brand Partnerships & Digital Engagement at Dude Perfect, is on the Social Pros podcast to share the ins and outs of forming and maintaining brand partnerships.

As a fan of golf and a proficient digital marketer, Chad admits that he’s landed his dream job. However, it’s every bit a job as the next role. It’s not all trick shots and hanging with the Dudes for him. He juggles a number of behind-the-scenes duties, including managing all the brand partnerships that come their way.

Chad offers a peek behind the curtains at how Dude Perfect picks brand partners and what goals need to align before the partnership is considered successful. He also paints a vivid picture of what the wrong partnership looks like and how partner expectations have evolved with the success of Dude Perfect.

In This Episode:

7:04 - What the Dude Perfect’s creative process looks like
13:31 - Chad’s description of a typical week at Dude Perfect
15:31 - Chad’s elevator pitch for his job role at Dude Perfect
17:21 - How Chad’s role has evolved with over the years
23:24 - How Dude Perfect vets brand partnerships
26:49 - How advertiser expectations have changed with the success of Dude Perfect
30:49 - Why embedded marketing messages work better Dude Perfect
39:14 - How Dude Perfect manages varying social media algorithms
45:44 - Chad’s top tip for people looking to be social pros

Resources

Get the new State of Marketing report for free from Salesforce
Chad Coleman’s Twitter
Dude Perfect’s Twitter

Visit SocialPros.com for more insights from your favorite social media marketers.

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Neil Hoyne, the Chief Measurement Strategist at Google, joins the Social Pros podcast to talk about the untapped potential of data and how marketers and social pros alike can leverage it.

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Neil Hoyne, Chief Measurement Strategist at Google and author of the book Converted: The Data Driven Way to Win Consumers’ Hearts, is on the Social Pros podcast to address an issue plaguing most organizations today — what do we do with all this data?

Neil explains that the journey from one data driven decision to ten of them is a gradual and progressive one. He also discusses the need to use timely and relevant data on account of the dynamism of customer behavior.

Drawing from a few excerpts from his book, Neil answers seemingly simple but pertinent questions such as “why marketers don’t as the right questions” and “whether aspiring marketers should dabble in courses like psychology.”

In This Episode:

06:31 - What it takes to handle the monumental amount of data available today
10:16 - Neil highlights the importance of having real-time consumer data
13:15 - Three reasons why marketers don’t ask the right questions
16:07 - What prevents companies from embracing lifetime value
19:55 - How to demonstrate the lifetime value of social media without the math
22:41 - How social pros can successfully chase the same objective as other parts of an organization
26:02 - Neil’s take on whether social media practitioners should also do measurement and analytics
29:59 - Why Neil believes acquisition is the best way to build your business using social media
32:38 - Why all organizations need some semblance of a Chief Digital Officer role
34:46 - Why Neil advises marketing students to work across disciplines
37:08 – Neil’s top tip for those looking to become a social pro

Resources

Get the new State of Marketing report for free from Salesforce
Grab the Social Pros Turns 500 free commemorative eBook
Neil Hoyne’s Twitter
Converted: The Data-Driven Way to Win Customers’ Hearts

Visit SocialPros.com for more insights from your favorite social media marketers.

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Tim Williams, CEO of Onalytica, joins the Social Pros podcast to talk about the power and rising popularity of influencer marketing in the B2B space.

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Tim Williams, CEO of Onalytica, is on the Social Pros podcast to discuss the rise of B2B influencers, how much they get paid, and the best practices for working with them.

Tim takes us into the story of what Onalytica does for brands and shares why he thinks influencers have become so key to the marketing world. He explains that there’s a major trust problem with brands, meaning that marketing is starting to lose its effect – paving the way for influencers to save the day.

Tim discusses Onalytica’s recent B2B Influencer Compensation Report and what the data shows about how much influencers are paid around the world. He also shares some red flags that brands and influencers should watch out for before starting a partnership.

In This Episode:

4:08 – Tim explains the different stages businesses want to work with influencers
5:58 – Why influencers are replacing the trust that brands have lost
8:14 – How B2B has started to embrace influencer marketing
10:54 - What the B2B Influencer Compensation Report says about payments
14:40 – How the expectations of influencers differ around the world
17:37 – How to measure the effectiveness of B2B influencers
20:25 – Deciding how many influencers and what type of influencers to hire
22:41 – How the demand for influencers is creating new roles in the B2B space
25:40 – Tim explains the difficulty of managing influencers in a broader business structure
28:03 – How Onalytica helps clients determine what employees would make good influencers
30:07 – How the expectations of influencers have changed
35:27 – Tim explains how influencer marketing and account-based marketing will work together
38:56 – Red flags that influencers should be aware of before working with a brand
43:58 – Tim’s top tip for someone wanting to become a social pro or an influencer marketing manager

Resources

Get the new State of Marketing report for free from Salesforce
B2B Influencer Compensation Report

Visit SocialPros.com for more insights from your favorite social media marketers.

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Jess Zafarris, Director of Audience Engagement at Adweek, joins the Social Pros podcast to chat about one of the most important aspects of social media - audience engagement.

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Jess Zafarris, Director of Audience Engagement at Adweek and author of the book Once Upon a Word, knows how to get people talking online. As head of audience engagement, it’s her job to ensure that social content sparks conversation while also telling an accurate story of the latest news.

Jess explains what it’s like to engage with people with different levels of expertise due to Adweek’s highly varied audience. We’re also taken behind the scenes of how the Adweek weekly Twitter chats came to be, how its TikTok strategy is going, and what it takes to create engaging pieces of content.

We hear how Jess balances the creator vs. reporter side of her role and blends informative content with fun, creative content to get the most engagement. Jess also gives some examples of brands she thinks are killing it in the world of audience engagement and shares some of her favorite campaigns she’s seen brands take on.

In This Episode:

3:30 – What it’s like managing social media for a publication
4:47 – How Adweek creates content for such a broad audience
6:35 – Jess explains how they manage their content calendar
8:46 – How Jess’ role fits into a journalistic environment
13:01 – Jess explains Adweek’s TikTok strategy
16:33 – How long it takes to create content
19:11 – How social media has changed over the course of the pandemic
22:32 – Jess says who she thinks is nailing audience engagement on social media
27:17 – How effective cross-promotion programs can be across different brands and subjects
30:44 – Crafting a balance between creative content and statistics-driven content
32:58 – Why Jess thinks “metaverse” should be in the dictionary
34:39 – How brands are preparing for the metaverse
36:18 – Jess tells us about her book and side projects in etymology
38:26 – Jess’ top tip for anyone looking to become a social pro

Resources

Get the new State of Marketing report for free from Salesforce
Adweek’s website
Adweek’s Twitter
Jess Zafarris’ Twitter
Useless Etymology’s Twitter

Visit SocialPros.com for more insights from your favorite social media marketers.

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Marking this incredible milestone, our very own Jay Baer, Anna Hrach, and Adam Brown sit down to discuss the most important (and surprising) lessons learned over 10 years of the Social Pros podcast in this special one-off webinar.

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With more than 500 interviews with hundreds of industry-leading social specialists under their belts, hosts Jay Baer, Anna Hrach, and Adam Brown look back over the developments that have shaped social pros roles in the last decade.

In this very special episode, the hosts share insights from previous Social Pros guests about the changes, evolutions, and the biggest surprises in social media since the podcast began. They also revisit some of the very best tips and advice from the experts over the years.

The hosts go on to discuss what’s in store for the future of a social pro and what developments you can expect to see in social media roles in the next ten years. They also share their one dream guest they’d like to interview on the Social Pros podcast.

Discover all the key findings and insights from 500 episodes (and counting) in our companion eBook, where you can also check out the video version of the webinar.

In This Episode:

3:22 – Jay reflects on the early days of the Social Pros podcast
4:50 – Adam shares what it’s been like talking to different social pros over the years
8:26 – Why Social Pros’ success is all down to featuring great guests
12:37 – The biggest surprises in social media over the last ten years
15:24 – What a previous guest had to say about producing authentic content
17:58 – How social media has become part of customer care
20:22 – How social media has changed so much over the last decade
26:24 – Why the role of a social pro has evolved so drastically
28:43 – Predictions on what skills future social pros are likely to need
32:11 – The top guest tips for anyone looking to become a social pro
40:48 – Dream guests Jay, Adam, and Anna would love to see on the show

Resources

Grab the Social Pros Turns 500 free commemorative eBook

Visit SocialPros.com for more insights from your favorite social media marketers.

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We’re skipping our usual podcast this week but will be back on December 31 with a special episode to mark a huge milestone...

To mark the Social Pros podcast reaching its 500th episode, we ran a live webinar to talk about what we’ve heard and learned over the past 500 episodes.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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In this webinar and the special podcast episode to follow, host Jay Baer and co-hosts Anna Hrach and Adam Brown join together to celebrate one of the longest-running marketing podcasts hitting its 500th episode. The Social Pros hosts discuss different episodes, favorite guests and looks at some of the very best advice our guests have given listeners over the years.

To mark the celebration, we’ve also produced a companion guide eBook that we’re really proud of. It features different highlights from the show, exclusive insights from social media experts, and gives a full rundown of the history of this podcast. To download it for free, head to this link.

For those who couldn’t make the live show on December 22, the podcast episode will be available on December 31. Until then, Happy Holidays and Merry Christmas from all of us at Convince and Convert!

Resources

Grab the Social Pros Turns 500 free commemorative eBook

Visit SocialPros.com for more insights from your favorite social media marketers.

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Kristen Maldonado, Senior Manager of Social Media at MTV, joined the Social Pros podcast for a chat about building a strong community of loyal fans.

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Kristen Maldonado, Senior Manager of Social Media at MTV, is on the Social Pros podcast to share how the team over at MTV managed to build such a fantastic community and fan base.

As a lover of pop culture herself, Kristen appears to have the perfect job. Kristen explains that rather than relying on boring, false Tweets and overly manufactured campaigns, the approach at MTV is more about posting from one fan to another. The social media team at MTV are all huge fans of the artists and movies they post about, which goes a long way in making the content feel more authentic and exciting.

This, Kristen explains, is key to building a strong community and boosting engagement with fans.

Kristen talks about why MTV prioritizes social listening, and she also shares a glimpse into how they put together Instagram campaigns and test out different content formats. She also explains how being a content creator on the side has helped her in her career and why it’s her top tip for other social pros.

In This Episode:

3:44 – Kristen explains how the MTV social team are just as excited as the fans
5:30 – How the MTV social team manages to produce so much content with a small team
7:24 – How MTV’s social team members collaborate with different content calendars
9:50 – The balance between pre-planned content and posting lightning-fast reactions to news stories
10:42 – The role of social within the MTV brand as a whole
13:14 – Kristen explains how they coordinate with artists and how it plays out to the fans
16:55 – How the social team at MTV put together such a successful IGTV campaign with celebrities
20:11 – How MTV’s social team tests different content formats
23:18 – How the voice of MTV’s social channels came to be
26:34 – What MTV looks for when hiring new team members
28:33 – Why having a content creator background is so helpful for a social media career
32:33 – Kristen gives her top pick for an underrated show everyone should watch
35:26 – Kristen’s top tip for those looking to become a social pro

Resources

Get the new State of Marketing report for free from Salesforce
Kristen’s YouTube channel about pop culture

Visit SocialPros.com for more insights from your favorite social media marketers.

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Amy Woods, CEO and Founder of Content 10x, is back on the Social Pros podcast to share her content repurposing expertise, and the importance of consistency, copy, and having a platform-focused approach.

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Amy Woods, CEO and Founder of Content 10x, joins the Social Pros podcast for a second time to chat about why writing is still king when it comes to content creation. Whether you’re creating podcasts, videos, audiograms, or graphics – it all starts with the writing.

Amy shares some of her content repurposing expertise and a little look behind the curtain at how Content 10x creates awesome repurposed content for this very podcast as well as many others.

On the social side, Amy explains why a platform-specific social strategy is always best and why it’s so important to know each platform inside out to get the very best out of it.

Amy rounds off the episode with some tips for new podcasters and explains why it’s crucial to have a seat at the table when putting a content strategy together.

In This Episode:

4:43 – The current state of the content repurposing industry
7:10 – How to create the right content for the right platform and audience
11:01 – Consistency with publishing schedule vs. consistency with topic
12:49 – How to successfully approach topical content
14:36 – Amy discusses whether you need a consistent ‘face’ for your brand
17:04 – How Amy prioritizes the Content 10x teams
19:50 – The implications of the rising number of podcasts
22:18 – Is it better to be niche?
26:44 – Where social media practitioners should invest their time
32:46 – The consequences of not having a content strategy
35:08 – How to become a social pro
37:27 – Amy’s choice for a video call with any living person

Resources

Get the new State of Marketing report for free from Salesforce
The Content 10x podcast

Visit SocialPros.com for more insights from your favorite social media marketers.

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AJ Vaden, CEO and Co-Founder of Brand Builders Group is on the Social Pros podcast to discuss the increasingly important concept of personal branding.

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AJ Vaden is a personal branding expert and CEO and Co-Founder of Brand Builders Group. She joins the Social Pros podcast to share the tips and tricks (and common mistakes) all businesses need to know about when it comes to personal branding.

According to AJ, we are in the “era of the individual,” and personal branding is more important now than ever. She explains that personal branding is not the new concept we think it is. It’s just more visible now in the digital world. It’s not just some fad or trend we can skip. Personal branding is key to building your reputation and customer trust.

AJ shares the common mistakes she sees clients make and how entrepreneurs can really reach their audience through content, not just sales pitches.

In This Episode:

2:54 – AJ takes us through Brand Builders Group
5:40 – Why Brand Builders Group is not just about personal brand strategy but business strategy as well
6:30 – Why personal branding is not a new idea or trend
9:36 – AJ discusses the latest research from Brand Builders Group
14:19 – The importance of company executives having their own personal brand
19:08 – Why AJ advises companies to create their own internal influencers
25:29 – The most common personal branding mistakes on social media
31:20 – AJ’s advice for using different social platforms
34:48 – Why building a personal brand isn’t about getting social media-famous
36:00 – AJ’s top tip for those looking to become a social pro

Resources

Get the new State of Marketing report for free from Salesforce
Trends in Personal Branding

Visit SocialPros.com for more insights from your favorite social media marketers.

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Jenn Herman, Instagram Expert, Speaker, and Author at Jenn's Trends, joins the Social Pros podcast for a new and updated chat about Instagram’s best practices.

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If Jenn Herman, Instagram Expert, Speaker, and Author at Jenn's Trends, sounds familiar, it’s because she’s a returning guest twice over. She joins the Social Pros podcast for a third time to deliver more fantastic Instagram tips and insights.

Given that Instagram is perhaps the most frequently changing social media platform, Jenn always has something new to share.

In this episode, we look at what’s changed on Instagram and which best practices you should focus on in the future. The last time Jenn was on the show, Reels was a promising new feature. Given what it is today, Jenn explains why you should definitely prioritize Reels in your Instagram strategy.

We also hear some quickfire tips from Jenn for any social pro trying to gain traction on Instagram, including why you should only ever post your best content.

Tune in to the episode to learn what makes a winning Instagram strategy, what she’d love to see on the platform in the future, and why the color blue is surprisingly good for engagement.

In This Episode:

4:08 – Jenn’s take on Meta and why she thinks it’s unlikely to affect Instagram
6:05 – How to deal with ever-changing Instagram updates and why Reels is the one to focus on (for now)
7:43 – How to repurpose content for Reels
11:37 – Jenn explains why “more hashtags is more,” as long as they’re relevant
15:03 – Why Instagram recently rolled out the ‘Rage Shake’ feature
16:23 – The benefits of being able to delete and edit Carousels
19:12 – Jenn discusses the new ability to post from the desktop
21:33 – What photos work best on Instagram – Jenn’s top tips for boosting engagement
24:23 – What features or updates Jenn would love to see in the future
26:53 – The place Instagram has in customer service
29:18 – Why Jenn believes you should have a customer service background to work in social
31:10 – The top thing that Instagram users overlook
34:24 – Jenn shares her top tip for those looking to become a social pro

Resources

Get the new State of Marketing report for free from Salesforce

Visit SocialPros.com for more insights from your favorite social media marketers.

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Leah Schultz, Senior Director of Brand & Social at TwinSpires Racing, Sports & Casino, joined the Social Pros podcast to discuss a winning real-time social media strategy.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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Leah Schultz, Senior Director of Brand & Social at TwinSpires Racing, Sports & Casino, is on the Social Pros podcast to share the secrets of TwinSpires’ success.

Social media never sleeps. And in the world of online gambling, sports, and racing, social pros need to have their finger on the pulse. Part of what makes TwinSpires’ social content so engaging is that it pops up exactly when the fans need it – in real-time.

Leah and her team don’t delay when it comes to pushing out content. Someone just won their 7000th race? Her team will push out recaps, graphics, and copy, right there and then. Leah explains why this is especially important in this industry and what other social pros can do to stay ahead.

She shares the strategies behind social listening, community management, and why a trusting, close-knit team is key to making fast decisions for social content. Leah also shares a little about the challenges of promoting racing and gambling content, including the regulations and how they differ by state.

In This Episode:

4:34 – Leah shares a bit of background on TwinSpires Racing, Sports & Casino
5:50 – How Leah navigates the different regulations for social content
7:30 – How the TwinSpires team manages national vs. state-specific social content
11:20 - What Leah learned from her time with Papa John’s legal team
13:30 – Why online casino and racing are a 24/7 business for the social team
16:55 – Why having a social team with passionate sports fans is so important for TwinSpires
20:19 – Where community management fits into the social team
22:05 – How TwinSpires manages age gating with its content
26:14 - Leah shares how she talks to leadership about social media and how that’s changed over the years
29:41 – Leah gives her take on how VR and AR will play into the future of online casinos and sports
32:40 – Why Leah prefers Twitter over audio-only platforms like Clubhouse
35:52 – Leah’s top tip for those looking to become a social pro

Resources

Get the new State of Marketing report for free from Salesforce
Double your advertising spending on Snapchat

Visit SocialPros.com for more insights from your favorite social media marketers.

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Brittany Cabriales, Head of Social Media at GoFundMe, joins this Social Pros podcast episode to discuss how social media can be a force for good.

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Brittany Cabriales, Head of Social Media at GoFundMe, is on this episode of Social Pros to share the strategies and successes behind GoFundMe’s social media push.

GoFundMe is an instantly recognizable name in the online fundraising world. Part of this is down to users sharing their fundraisers on social media, which almost every user does. Brittany explains how the social team helps to get the word out about important causes and the effect this has on fundraising.

Brittany shares why timing is crucial and how timely fundraisers can raise thousands of dollars more. This is why promoting on social media is key, so you have to move fast.

Brittany also shares how GoFundMe’s social media success is largely down to organic content rather than paid advertising. We also hear how different social platforms do better with certain types of fundraisers and how to tell an effective story with your fundraiser for maximum success.

In This Episode:

3:18 – Why GoFundMe is hoping to broaden its audience reach
4:41 – The impact of the pandemic on GoFundMe
6:28 – How the pandemic spurred people into action through fundraising
7:21 – How GoFundMe uses social media to spread the word about good causes
9:36 – Brittany explains how GoFundMe targets both fundraisers and participants
10:17 – How different social platforms are better for different audiences
11:25 – How GoFundMe decides what fundraisers to promote
13:52 – Why Brittany is always trying to stay on top of social media trends
14:21 – How GoFundMe’s choice to highlight fundraisers affects the donations
16:34 – Brittany explains GoFundMe’s new social strategy
17:38 – Why GoFundMe sees more success with organic search over paid
18:29 – The top metrics that GoFundMe watches
20:19 – How Brittany approaches campaigns on different social media platforms
22:33 – GoFundMe’s new ventures on TikTok
24:34 – Brittany’s tips for gaining traction with your GoFundMe campaign
27:41 – Why Gen Z is one of the most engaged donor demographics on GoFundMe
28:43 – GoFundMe’s approach to social care and social listening
29:15 – How Brittany’s experience in customer support helps her in her role now
31:06 – Why “every cause is important” in Brittany’s eyes
32:33 – Brittany’s top tip for those looking to become a social pro

Resources

Get the new State of Marketing report for free from Salesforce
GoFundMe’s Instagram

Visit SocialPros.com for more insights from your favorite social media marketers.

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Jon Loomer, Owner of Jon Loomer Digital, is on the Social Pros podcast to talk all about the future of advanced Facebook advertising.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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Jon Loomer, Owner of Jon Loomer Digital, joins the Social Pros podcast to share some of his words of wisdom and advice for those looking to take Facebook ads to the next level.

With the recent Facebook to Meta rebrand, things are a little up in the air in the social media world. But Jon weighs in on the future of Facebook and how marketers will have to adapt to succeed.

He gives some solid advice on getting started with Facebook ads, why you should focus on targeting the right people, and how to be mindful about sticking to a budget.

Jon goes on to talk about how competition has affected advertising on Facebook over the years and why it’s more important than ever to be creative and experiment to find what works.

In This Episode:

2:50 – Jon’s thoughts on Facebook’s rebrand to Meta
4:38 – What is “the metaverse”?
6:23 – How Jon Loomer Digital evolved into the resource for Facebook advertisers
10:08 – Why tie your Facebook ads to different stages of your funnel
12:07 – Creative, targeting, or budgeting: which is the most important?
14:31 – Why microtargeting is so powerful
18:00 – The factors holding people back from experimenting with Facebook ads
19:48 – How advertisers can set realistic result expectations
21:52 – How to get started with Facebook ads
25:56 – The challenges with dayparting
29:12 – Understanding how iOS14 can impact Facebook advertising
34:35 – What makes a good Facebook ad call to action
35:51 – How much should you trust Facebook’s auto-optimization?
41:48 – What experience and skills help you run successful ad campaigns
43:33 – Jon’s one tip to becoming a social pro

Resources

Get the new State of Marketing report for free from Salesforce
Jon Loomer Digital
A Facebook Ads Experimentation Guide

Visit SocialPros.com for more insights from your favorite social media marketers.

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Thea Neal, Global Talent Marketing Manager for Royal Caribbean Group, joined this episode of Social Pros to share how she’s utilizing the power of social for recruitment.

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Thea Neal, Global Talent Marketing Manager at Royal Caribbean Group, is on the Social Pros Podcast to share the inventive ways Royal Caribbean Group recruits staff.

With a constant need to fill roles on the many ships within the Royal Caribbean Group family, recruitment is a huge priority. But rather than simply throwing up a few job adverts, Royal Caribbean has turned to social media to really drive that hiring push.

Thea explains how they use user-generated content from existing staff members to paint a picture of life at sea for potential candidates. She believes this goes way further than what marketing campaigns can produce because it’s authentic content that people really want to see.

Thea also shares how recruitment is a long game for Royal Caribbean Group and how social is currently driving around 20% of referrals to job applications. We also hear a bit about the struggles during COVID, including visa changes, recruitment competition from other brands, and how the travel industry is recovering.

In This Episode:

4:39 – How Thea is managing a huge hiring push after a COVID pause
7:27 – How being a talent marketer differs from being a regular marketer
9:39 – The ways talent marketing has changed over social media
11:27 – Why Royal Caribbean’s social recruitment push is a long game
12:40 – How Thea works with her counterparts to ensure the messaging is consistent
14:21 – What the pandemic taught Thea about the challenges of global hiring
16:20 – How Royal Caribbean manages a constant recruitment push worldwide
18:01 – How Royal Caribbean uses specific and targeted hiring campaigns
20:06 – Why Glassdoor ratings were such a big priority for Thea
24:10 – How user generated content gives insights into job roles that marketing campaigns can’t
26:08 – Why most UGC is created organically at Royal Caribbean
27:04 – Thea explains the ‘Journey with Us’ campaign
29:04 – How Thea measures success with recruitment campaigns
35:20 – Royal Caribbean’s hiring campaign plan post-COVID
36:50 – How Royal Caribbean competes with other companies for the best talent
38:54 – Thea’s one tip for those looking to become a social pro

Resources

Get the new State of Marketing report for free from Salesforce
Careers at Royal Caribbean Group

Visit SocialPros.com for more insights from your favorite social media marketers.

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Lauren Thomas, Senior Manager of Communications & Social at Intuit Consumer Group, joins the Social Pros Podcast to discuss how Intuit makes tax content fun and engaging.

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Tax and budgeting are, by most people’s books, not the most interesting topics to hear about on social media. And yet, Intuit has managed to create content on social that’s fun, engaging, and educational.

This is thanks to the work of Lauren Thomas, Senior Manager of Communications & Social at Intuit Consumer Group, and her team. Lauren joined Social Pros to talk all about her work and how she’s brought innovations and big ideas to the team to drive its success.

We hear about Intuit’s ventures on TikTok and how it works with both personal finance and general lifestyle influencers to create engaging and relatable content. Lauren explains how Intuit has developed its light-hearted and fun brand voice to appeal to those who would usually shy away from hearing about tax.

In This Episode:

4:16 – How Lauren manages to wear so many hats in her role
6:10 – How Lauren uses social listening and the insights she’s picked up
8:47 – Why the area of social you work in affects how you use social listening
10:45 – How Intuit’s social media content changes throughout the year
13:40 – Lauren explains how social engagement shifts depending on the time of year
16:09 – How Intuit blends tax and finance content with lifestyle content
18:46 – Lauren explains how Intuit used Cameo as a unique marketing push
22:49 – How influencers help Intuit make serious tax topics engaging
26:55 – Intuit’s social care team’s approach to protecting personal information
34:02 – Lauren shares the story behind ending up in the Guinness Book of World Records
37:54 – The challenges of getting leadership to understand your vision
45:34 – Lauren’s top tip for those looking to become a social pro

Resources

Get the new State of Marketing report for free from Salesforce
Double your advertising spend with Snapchat

Visit SocialPros.com for more insights from your favorite social media marketers.

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Gwynne Spann, Director of Content Marketing at Visit California, joins this episode of the Social Pros Podcast for a behind-the-scenes look at their TikTok strategy.

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Gwynne Spann, Director of Content Marketing at Visit California, is on Social Pros to chat about TikTok, content marketing, audience targeting, and much more.

She shares the initial hesitancy she and her team had around TikTok and how her daughter convinced her to finally take the plunge.

While fairly new to TikTok, we get a glimpse into how Visit California approached the platform in the right way, prioritizing authenticity and a tailored strategy specific to TikTok.

Gwynne explains how the wider marketing strategy uses a lot of geographic targeting based on audience travel habits and how that influences the type of content they post. We also hear a bit about how Visit California works with travel partners, brand ambassadors, and Gwynne hints that we’ll likely see more influencer content in the future.

In This Episode:

4:41 – How marketing to in-state residents differs from out-of-state audiences
7:44 – How Visit California uses audience targeting
11:28 – Why Visit California launched its own TikTok
17:48 – Why TikTok is such a different beast than other social channels
20:57 – How Visit California works with all its different business and venue partners
24:30 – The success metrics that Visit California monitors
26:56 – How Visit California does sentiment analysis
31:02 – Gwynne explains what type of content is resonating the most on TikTok
36:10 – The top piece of advice Gwynne has for those thinking of becoming a social pro

Resources

Visit SocialPros.com for more insights from your favorite social media marketers.

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Bari Rosenstein, Social Media Manager at Auntie Anne's Pretzels, joins this episode of Social Pros to talk all about her winning social media strategy.

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Bari Rosenstein, Social Media Manager at Auntie Anne's Pretzels, is back on the Social Pros Podcast, this time to share her strategies behind promoting pretzels to a growing fanbase.

Impressively, Bari works as a social team of one but collaborates with other social media managers in the Focus Brands portfolio and beyond. In this episode, she discusses how Auntie Anne’s likes to use user-generated content from its passionate fans to create relatable social content.

Bari also explains how she reaches out to influencers and how a simple gift of free pretzels led to a highly successful campaign during the Olympics.

One of the reasons Bari loves her current role is that it’s so open to trying new creative ideas. That’s why she’s been experimenting with the increasingly popular Auntie Anne’s TikTok channel.

In This Episode:

5:59 – Auntie Anne’s expansion into drive-throughs and beyond
8:46 – Where Auntie Anne’s works within the Focus Brands family
10:33 – How Auntie Anne’s works with franchisees on larger marketing efforts
13:58 – Bari walks us through how they manage the social media calendar
16:09 – The reports and KPIs that Bari measures for franchisees and the larger business
18:12 – How Bari manages to be a social media team of one
23:10 – How the Focus Brands social media managers collaborate
26:10 – How Bari gained the trust of her team to post freely on social
28:28 – Bari talks about how Auntie Anne’s crisis management works and the struggles during the pandemic
31:52 – Where influencer marketing fits into the Auntie Anne’s social strategy
36:27 – Bari shares her ultimate Auntie Anne’s pick
37:41 – Bari’s top tip for those looking to become a social pro

Resources

Get the new State of Marketing report for free from Salesforce

Visit SocialPros.com for more insights from your favorite social media marketers.

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Josh Greenberg, Director of Social Media and Digital Consumer Engagement at SeaWorld Parks & Entertainment, is on Social Pros to put the spotlight on customer care.

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Josh Greenberg, Director of Social Media and Digital Consumer Engagement at SeaWorld Parks & Entertainment, says that being “customer obsessed” is the secret to their success.

But what does customer obsession look like? SeaWorld Parks & Entertainment likes to focus on the individuals who love the brand and find ways to connect with them one-on-one. By doing so, the brand manages to make customers feel special and valued.

Josh explains how SeaWorld manages to strike a balance between being a fun and silly brand whilst also prioritizing world-class customer care. He takes us through some fantastic examples of how SeaWorld has gone above and beyond what other brands would do on social media.

Josh explains how interactions like these work behind the scenes and how collaborating with different departments and brands under the SeaWorld name works.

In This Episode:

5:02 – How working in an agency differs from being a permanent part of a social team
7:51 – How Josh adapted to his new role and responsibilities
9:41 – How Josh balances social media across all the SeaWorld Parks & Entertainment brands
12:41 – The metrics and KPIs that SeaWorld Parks & Entertainment looks at
16:13 – The types of content that drive guest engagement the most
18:19 – The lessons Josh learned about change management when he first took his role
21:03 – Why it’s so important to build a relationship with people on social media
25:05 – How Josh’s team became customer obsessed
27:53 – How Josh helped to overhaul the SeaWorld Twitter accounts
31:22 – Why social care needs to be authentic
34:25 – Josh explains the metrics and analytics he’s looking at on TikTok
37:00 – Why you need to create content that’s relevant for each specific channel
38:26 – Josh’s top tip for anyone thinking of becoming a social pro

Resources

Get the new State of Marketing report for free from Salesforce
Double your advertising budget on Snapchat with free ad credit

Visit SocialPros.com for more insights from your favorite social media marketers.

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Andrew Stebbins (Influencer Marketing and YouTube Strategist) and Rob Yoegel (Senior Director of Marketing) from Linode joined this episode of the Social Pros Podcast to delve into their success on YouTube, influencers, and more.

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Linode’s Andrew Stebbins (Influencer Marketing and YouTube Strategist) and Rob Yoegel (Senior Director of Marketing) are on the Social Pros Podcast to talk all about their YouTube and influencer strategies.

Linode is a cloud hosting company that’s been in the space for 18 years now. And yet, it’s only been in the past few years that they’ve really ramped up their focus on marketing. From relying entirely on word-of-mouth recommendations to now mastering YouTube, Linode has been on a big learning journey.

In this episode, Rob and Andrew share more about how and why they got started on YouTube and why it’s been a key part of their education and customer acquisition strategies. Andrew gives a detailed look into his work with influencers and brand advocates and where they fit into Linode’s marketing push.

Rob also shares some stats behind their success and how leveraging influencers on YouTube has led to 15-20% customer growth each month!

In This Episode:

4:05 – What Linode does as an “alternative cloud provider”
5:47 – How Linode’s marketing stance has changed over the past 18 years
7:46 – Rob explains why content marketing has become key for Linode
9:45 – Why YouTube became a huge focus for Linode
11:38 – Linode’s advice to other social pros about using YouTube
14:08 – How Linode’s YouTube channel started and where it is today
20:26 – How Linode works with brand advocates and influencers
23:01 – The benefits of using existing customers as influencers
25:56 – Rob explains how Linode uses paid advertising on YouTube
29:47 – Linode’s approach to repurposing content
32:20 – How optimizing metadata on YouTube is key to success
34:29 – Why using video chapters is such an underutilized yet useful feature
36:04 – What the analytics say about engagement on YouTube
39:22 – The next steps for Linode
40:50 – The key YouTube performance indicators Linode’s marketing team prioritizes
42:58 – Andrew gives his top tip for someone wanting to become a social pro

Resources

Get the new State of Marketing report for free from Salesforce
How to Host Multiple Discord Bots on A Single Server from Linode’s YouTube channel
Deploy A Static Website Using The Linode CLI | Object Storage Tutorial from Linode’s YouTube channel
Here's how to roll your own VPN | WireGuard Tutorial from Linode’s YouTube channel
Clickbait is Unreasonably Effective from the Veritasium YouTube channel

Visit SocialPros.com for more insights from your favorite social media marketers.

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Dan Gingiss, Chief Experience Officer at The Experience Maker and keynote speaker, joins this episode of Social Pros to throw the spotlight on the customer experience.

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Dan Gingiss, Chief Experience Officer at The Experience Maker, is a keynote speaker and author of ‘Winning in Social Customer Care’. His latest book, ‘The Experience Maker’ offers fantastic insights into how to build remarkable experiences for your customers.

He joins the Social Pros podcast to give us a sneak peek at the wisdom he’s packed into his latest book. Dan discusses the importance of customer experience and how the pandemic only highlighted this.

While there’s a lot of competition in many industries, there’s not much competition when it comes to providing a fantastic customer experience. Dan talks about how we’re often disappointed by brands and that one clear way to stand out is to go beyond customer expectations.

Dan takes Social Pros listeners through the WISE system of creating content and communicating with customers, and why good customer experience starts with good employee experience.

In This Episode:

4:40 – Why there’s an ongoing need for books about customer experience
9:23 – How you can still overdeliver on social media to keep customers happy
12:22 – Why you can’t do good customer experience without good employee experience
15:11 – How a focus on customer acquisition rather than retention affects the customer experience
21:03 – How Dan feels about brand voices on social that don’t match the brand
24:05 – Dan explores some examples of brands that are getting it right
26:45 – Why marketing’s job has always been to promise the customer experience
28:24 – The most important metrics for social media
31:38 – Why CEOs are overlooking the ROI of satisfied customers
32:27 – Why Dan thinks using social to sell is the wrong approach
33:30 – Why customers and brands now prefer direct messages on social media
36:46 – Dan’s top tip for someone looking to become a social pro

Resources

Get the new State of Marketing report for free from Salesforce
The Experience Maker by Dan Gingiss
Winning in Social Customer Care by Dan Gingiss

Visit SocialPros.com for more insights from your favorite social media marketers.

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Izzy Greer, Marketing Manager of Portfolio Brands at Balsam Brands, joins the Social Pros Podcast to discuss how to make seasonal content engaging all-year-round.

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Izzy Greer, Marketing Manager of Portfolio Brands at Balsam Brands, oversees marketing strategies for brands including Balsam Hill, the Christmas and seasonal décor store.

She joins the Social Pros Podcast to share how she and her team keep the holiday spirit going on social 365 days a year. As a seasonal brand, Balsam Hill has to get really inventive in keeping its content both relevant and engaging, even in the summer months.

Izzy explains why Balsam Brands prioritizes authentic user-generated content, working with influencers, and promoting on Pinterest.

Izzy also shares some of the strategies behind paid versus organic content and how her team likes to unite them to create authentic content that resonates with its customers.

In This Episode:

5:34 – How Izzy structures content all year round for seasonal products
7:00 – How internal systems and pacing works for marketing seasonal content
8:53 – The reasons why people engage differently with Balsam Brands throughout the year
10:10 – Izzy’s key insights from social listening
12:40 – How Izzy’s team manages effective customer conversations
14:44 – Why Balsam Brands looks for an authentic connection when working with celebrities and influencers
20:20 – The tools Balsam Brands uses to collect and analyze content performance data
21:56 – Why an effective Pinterest strategy considers the platform’s planning and search engine functions
25:05 – How to create the volume of visual marketing content needed for social media
28:27 – How Balsam Brands taps into user-generated content

Resources

Get the new State of Marketing report for free from Salesforce
Double your campaign spending with a Snapchat special offer

Visit SocialPros.com for more insights from your favorite social media marketers.

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Adam Brown, Executive Strategist at Salesforce and Social Pros host, joins this episode as a special guest to talk all about Salesforce’s latest State of Marketing Report.

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Adam Brown, Executive Strategist at Salesforce and our very own Social Pros podcast host, joins this episode from the other side of the table.

He’s on the show to share all the wisdom and insights that Salesforce’s latest report has to offer, including the highlights and surprising trends.

The State of Marketing Report is something Salesforce publishes every year, and each time it comes out, the marketing world learns so much from it.

In this episode, Adam discusses how the role of CMOs has changed, why businesses are focusing more on user-generated content, and how marketing is now all about data science as well as creativity.

In This Episode:

1:50 – Adam explains how Salesforce put together the State of Marketing report
3:34 – What the report tells us about customer experience
5:25 – How marketers’ top three priorities are also their top three challenges
6:58 – What the report reveals about the way CMOs track their progress
8:29 – Why 88% of marketers have changed their marketing strategy
11:34 – Why marketers are increasingly using social media and email to boost reach
14:56 – The ways marketing departments want to level up their strategy
16:49 – Why training in influencer marketing and user-generated content is so vital
19:25 – How improved marketing tech empowers social pros to do less of the tactical stuff and more of the strategy
20:45 – Why 77% of marketers believe that their work provides more value now than a year ago
24:36 – How Salesforce has expanded its report with sub-reports and a Tableau dashboard

Resources

Get the new State of Marketing report for free from Salesforce

Visit SocialPros.com for more insights from your favorite social media marketers.

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Dave Fleet, Managing Director, Head of Global Digital Crisis at Edelman, is on the Social Pros Podcast to share his insights into modern digital crisis management.

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In times of crisis, it pays to plan ahead and act fast, says Dave Fleet, Managing Director, Head of Global Digital Crisis at Edelman. Dave joins the Social Pros Podcast to discuss how the ways businesses handle crises today have changed over the past few years.

He talks about the impact of the digital world and how businesses have had to completely change the way they respond to crises. According to Dave, the old ways businesses managed crises are now obsolete. Today, organizations need to plan ahead and act fast in a way that’s rooted in trust. Misinformation spreads like wildfire.

Dave discusses the use of multimedia content and different platforms to handle crises and why businesses need to be careful not to make things worse.

In This Episode:

4:52 – Dave explains the scope and scale of the work that Edelman does
6:24 – How crises play out online in the modern world
10:38 – Which is more important, how you respond to a crisis vs. being prepared
13:31 – What a well-formed crisis response looks like
14:33 – Why you should communicate early in a crisis
17:07 – How Edelman uses data and social listening to keep on top of a crisis
20:04 – How Dave and Edelman counsel customers in a crisis
22:41 – Dave’s tip for better utilizing social listening
24:12 – Why video communication is preferred for some customers
29:05 – How Edelman uses paid advertising as part of its crisis response strategy
32:07 – What the PR crisis “war room” looks like in 2021
35:26 – Social media’s place at the table during an online crisis
37:28 – The best ways to prepare for digital crises in 2021
41:17 – Dave’s one tip for those looking to become a social pro

Resources

Get the new State of Marketing report for free from Salesforce

Visit SocialPros.com for more insights from your favorite social media marketers.

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John Jantsch, Founder and author of Duct Tape Marketing, joins this episode of the Social Pros Podcast to share his methods for revisiting your marketing strategy.

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John Jantsch, Founder and author of Duct Tape Marketing, discusses what has changed (and hasn’t changed) in the marketing landscape and how you can stay relevant.

He talks about how marketing fundamentals may remain the same, but the way we need to reach customers has changed. Customers are making buying decisions in different ways in the modern world, and so to keep ahead, you need to constantly tweak your strategy.

John shares some great insights into how you can leverage customer reviews and use them in your strategy. He also gives his take on brand storytelling and how it has almost become a cliché (unless you do it right).

In This Episode:

1:15 – Why John decided to write The Ultimate Marketing Engine
2:16 – How John pulled all his knowledge together to write such a comprehensive book
3:35 – John explains what he means by the “marketing hourglass”
6:05 – Why John refers to customers as members
9:30 – Why customer service is an overlooked part of marketing
13:11 – How The Ultimate Marketing Engine builds on the wisdom of his previous books
15:21 – How you can uncover the “real problem” in business (and solve it)
17:17 – Why customer reviews are a “hidden goldmine” of customer research
19:15 – Why businesses often miss the boat when selling a solution
21:59 – The importance of narrowing your focus in marketing
25:59 – The difference between storytelling and narrative
31:55 – What John has learned about social media from being one of ten children
34:05 – John’s approach to generating referrals and whether you should compensate them
40:05 – John’s top tip for anyone wanting to become a social pro

Resources

Get the new State of Marketing report for free from Salesforce
Double your campaign spending with a Snapchat special offer
Duct Tape Marketing by John Jantsch

Visit SocialPros.com for more insights from your favorite social media marketers.

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Brad Baker, VP of Brand Strategy and Creative at Holiday Inn Club Vacations, joins this episode of the Social Pros Podcast to share how he keeps up with the ever-changing “organic beast” of social media.

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Brad Baker, VP of Brand Strategy and Creative at Holiday Inn Club Vacations, has been in the social media business for a long time. In that time, he’s seen just how much everything can change, whether its strategies, best practices, algorithms, platforms – you name it.

He joins the Social Pros Podcast to share his thoughts on revisiting social media strategies, how the team at Holiday Inn Club Vacations pulls it off successfully. He explains how they keep their finger on the pulse and adapt their strategy when needed – while also maintaining Holiday Inn’s strong brand legacy.

Never has a travel or vacation business had to adapt more than during the pandemic. Brad takes us behind-the-scenes of how Holiday Inn Club Vacations adapted its social strategy during that difficult time. Brad also discusses how Holiday Inn works with influencers to tell an authentic story of the brand.

In This Episode:

4:45 – Brad gives a little background on the Holiday Inn Club Vacation Program
6:13 – How Holiday Inn Club Vacations navigated an unpredictable year of travel
8:07 – How the use of social media changed over the pandemic
9:56 – Brad explains the “virtual vacation” tab Holiday Inn Club Vacations introduced on their website
11:40 – How Holiday Inn Club Vacations are tapping into local knowledge to promote properties
12:53 – The KPIs that timeshare companies should measure
15:59 – How Brad’s team has moved more towards paid social
16:34 – The challenge of finding authentic influencers
19:48 – Why Holiday Inn Club Vacations is so transparent about its timeshare model
23:25 – How Brad directs and collaborates with the marketing and social teams
26:29 – How Brad makes the business case to leadership to invest more in social
29:28 – Brad shares the surprising challenges in his earlier marketing and social career
31:30 – Why social teams are so risk-averse right now
33:09 – Brad explains why social teams need to re-evaluate their strategy at least once a year
37:14 – Brad’s top tip for anyone looking to become a social pro

Resources

Get the new State of Marketing report for free from Salesforce
Double your campaign spending with a Snapchat special offer

Visit SocialPros.com for more insights from your favorite social media marketers.

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Adeta Gayah, Director of Social Media and Content at Visit Orlando, joins this episode of the Social Pros Podcast to discuss how her team managed to keep people engaged and rebuild traveler trust during a pandemic.

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Adeta Gayah, Director of Social Media and Content at Visit Orlando, is on the Social Pros Podcast to give a window into how a travel organization promotes itself on social media when no one can travel.

The pandemic has been a tough time for many businesses and individuals, but the travel industry has been one of the hardest hit. That didn’t deter the team at Visit Orlando, though. Instead, they got creative and set to work building traveler trust and excitement, ready for people to start traveling again.

Adeta takes us behind the scenes at Visit Orlando to explain the strategies around user-generated content, social listening, and TikTok.

She explains how Visit Orlando works with more than 1,100 businesses within the Orlando area and how her team helps create engaging content for a variety of business types.

In This Episode:

5:36 – Adeta takes us through the mechanics of marketing for a destination organization
7:44 – How Visit Orlando helps different businesses tell their unique stories
8:14 – Adeta explains how the Visit Orlando team balances content for each business
9:46 – How Visit Orlando collaborates with members
11:30 – Adeta shares her thoughts on paid social
13:52 – How Visit Orlando likes to focus on local residents as well as tourists
15:37 – Why Adeta doesn’t take Orlando’s fame as a tourist hotspot for granted
18:40 – Adeta gives us a glimpse into the customer care team
20:29 – How Visit Orlando utilizes user-generated content
25:57 – The one social network that Adeta would never delete
27:25 – How TikTok became a major part of Visit Orlando’s strategy
30:08 – Visit Orlando’s strategy for weekday vs. weekend content
32:35 – Adeta explains what metrics matter most to Visit Orlando
35:18 – Why being a local resident is key to promoting Orlando
38:28 – Adeta’s top tip for those who want to become a social pro

Resources

Get the new State of Marketing report for free from Salesforce
Download the Social Media Metrics template from Supermetrics

Visit SocialPros.com for more insights from your favorite social media marketers

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Tatiana Holifield, Head of Brand Social at Hulu, is on the Social Pros Podcast to talk about generating buzz and chatter on social media.

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Tatiana Holifield, Head of Brand Social at Hulu, discusses how the Hulu team creates content that gets people talking on social media.

With a lot of competition, standing out can be a challenge, even for big names like Hulu. Tatiana takes us behind the scenes to look at the strategies that make Hulu’s social content so effective.

Tatiana talks about generating conversation, interacting with influencers, collaborating with different stakeholders, and also looking at what analytics can tell us.

She explains the strategy behind promoting new shows and why Reddit is one of the most valuable platforms to use to tap into conversations about TV shows.

In This Episode:

7:55 – How Tatiana describes Hulu’s “value proposition”
10:09 – How Hulu’s social team collaborates with third-party producers
14:49 – The struggles of coordinating and planning campaigns in social media
17:46 – Why trust is so important when collaborating with stakeholders
19:42 – How Tatiana plans content for different partners with very different needs
22:15 – Why TV partners prioritize mentions on social media as their primary metric
26:10 – How the Hulu team uses social listening to stay on top of the trends
30:50 – The strategies for dealing with passionate and loyal fanbases
34:31 – Why Reddit is a key platform in the TV world
45:05 – Tatiana’s one top tip for those thinking of becoming a social pro

Resources

Get the new State of Marketing report for free from Salesforce
Double your campaign spending with a Snapchat special offer

Visit SocialPros.com for more insights from your favorite social media marketers.

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Andy Jasenak, Director of Digital Media at Amtrak, joins this episode of the Social Pros Podcast to share how the iconic railroad service Amtrak managed social during the pandemic.

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Director of Digital Media at Amtrak, Andy Jasenak, discusses how Amtrak got creative during a trying year of COVID-19. While many industries were affected by lockdowns, the travel industry was hit particularly hard.

How do you promote a travel service when everyone’s locked down?

Rather than slowing things down, Amtrak charged ahead and decided to get creative. Andy shares how Amtrak managed unique and fun social campaigns over Instagram Stories to keep people interested in travel throughout the pandemic.

He shares how Amtrak values user-generated content from its many passionate brand advocates who help propel the brand across the U.S. Andy also talks more about his background and shares some food for thought for anyone looking to become a social pro.

In This Episode:

4:30 – How Amtrak kept people engaged and inspired during the pandemic
6:09 – Amtrak’s strategy to stand out on social media
8:04 – The primary objective for Amtrak on social media
10:13 – Andy takes us behind-the-scenes of Amtrak’s social team setup
15:34 – How Amtrak coordinates responses across different channels
18:22 – How Andy makes a case for new social strategies to the rest of the team
19:35 – Why Amtrak hosted a Jimmy Kimmel mean tweet-style leadership meeting
22:10 – The role of brand advocates and why Amtrak loves user-generated content
25:33 – Amtrak’s creative Instagram Stories campaign
27:49 – How the Amtrak social team works humor and fun into its content so organically
31:18 – How social media differs across all the industries Andy’s worked in
34:44 – Andy shares why music is such an important part of his life
36:55 – Andy gives his top tip for those looking to become a social pro

Resources

Get the new State of Marketing report for free from Salesforce
Download the Social Media Metrics template from Supermetrics

Visit SocialPros.com for more insights from your favorite social media marketers.

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Amanda Russell, Professor at the University of Texas & Northwestern University, and author of "The Influencer Code: How to Unlock the Power of Influencer Marketing" joins Social Pros to discuss the power of influencer marketing.

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Amanda Russell is a university professor, speaker, marketing strategist, and author. She joins the Social Pros Podcast to share her wide-ranging experience and expertise in influencer marketing.

Her fantastic insights include what influencer marketing is vs. what it isn’t, the common mistakes businesses make, and how to get influencer marketing right.

Amanda shares the three top misconceptions people have about influencer marketing including what it is and the best way to use it to boost your brand. She also challenges the idea that social media = influencer marketing. She says that just because someone is a content creator does not mean they are just an influencer.

In This Episode:

4:43 – What people get wrong about the word “influencer”
6:48 – The three major misconceptions of influencer marketing
10:24 – The importance of trust and why it needs to be prioritized
13:59 – Why influencer marketing is the future of marketing
15:40 – The problem of viewing influencer marketing as a transactional thing
20:57 – The three steps of the “Influencer Code”
24:52 – Why influence is not universal
28:50 – Why businesses need to prioritize building relationships with influencers
34:29 – The important relationship between the marketer and the influencer
41:40 – What businesses can do to shift the way they view influencer marketing
43:35 – Amanda’s top tip for those looking to become a social pro

Resources

Get the new State of Marketing report for free from Salesforce
Download the Social Media Metrics template from Supermetrics
Amanda Russell’s website and book

Visit SocialPros.com for more insights from your favorite social media marketers.

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Kelsey Murray, Associate Vice President, Global Head of Social Media at Nasdaq, joins this episode of the Social Pros Podcast to discuss Nasdaq’s people-focused approach to social.

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When building a social strategy, it’s easy to get lost in business goals, analytics, and conversion rates. But what about the people at the heart of social media – the customers, partners, business owners themselves?

Kelsey Murray, Associate Vice President, Global Head of Social Media at Nasdaq, shares her thoughts on why people should be the focus of everything you do in social media.

A global tech company at heart, Nasdaq is about powering capital markets everywhere and connecting businesses together. Kelsey shares some behind-the-scenes glances at how Nasdaq manages social media and bespoke celebrations for businesses that go public.

We also hear how her team manages remote working, both as a global team and working with the challenges of the pandemic.

In This Episode:

6:20 – Kelsey describes what it’s like working for Nasdaq
8:48 – Who the primary audience of Nasdaq’s social media is and how they’re targeted
11:40 – How Nasdaq’s social team collaborates with different businesses
15:06 – Kelsey walks us through how her team plans campaigns
20:37 – How storytelling fits into Nasdaq’s social media strategy
25:17 – How Kelsey manages and coordinates sensitive information with news broadcasters
29:36 – Nasdaq’s TikTok ventures and how Kelsey broached the topic with the legal team
33:02 – Nasdaq’s approach to mapping out content throughout the year
38:40 – Kelsey’s tips and experiences of working remotely for Nasdaq
42:41 – Kelsey’s top tip for anyone wanting to become a social pro

Resources

Get the new State of Marketing report for free from Salesforce
Download the Social Media Metrics template from Supermetrics

Visit SocialPros.com for more insights from your favorite social media marketers.

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Jenn Herman, Instagram Expert at Jenn’s Trends, joined the Social Pros Podcast in 2020 to share her top Instagram strategies and insights into how Instagram has changed (and hasn’t) over the past few years.

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Over the past decade, Instagram has earned its place as one of the most popular social media platforms of all time. With more than a billion users, it’s a go-to source for visual content, entertainment and also forms a key part of modern marketing strategies.

Jenn Herman, Instagram whizz and co-author of "The Ultimate Guide to Social Media Marketing," discusses how while Instagram has been through a lot of changes, ultimately, the strategies remain the same. What worked two years ago will probably still work. It just may need a little tweaking.

In this revisited "Best Of" episode of Social Pros, we’re looking back at our conversation with Jenn on the best Instagram strategies.

Jenn takes us through the changes she’s seen over the years on Instagram and how businesses can continue to keep up and leverage the platform to reach new audiences.

In This Episode:

5:26 – Jenn explains how she came to co-write "The Ultimate Guide to Social Media Marketing"
7:25 – How Instagram hasn’t really changed despite new features
9:10 – Why Jenn thinks we should post TikTok content on Instagram Reels
12:43 – The best ways to create authentic Reels
15:30 – How to decide the best time to post serious vs. light-hearted content
18:10 – How social media usage has increased during the pandemic
22:08 – Jenn’s prediction for Instagram’s future sharing features
24:25 – Jenn talks about how she managed to co-write and promote her book during the pandemic
30:58 – The challenge of writing about a “moving target” like social media
35:15 – Jenn’s top tip for becoming a social pro

Resources

Get the new State of Marketing report for free from Salesforce
Download the Social Media Metrics template from Supermetrics
Learn more about Jenn’s Trends
Read “The Ultimate Guide to Social Media Marketing”
Read Jenn’s book, “Instagram For Business For Dummies”
Read Jenn’s book, “Instagram For Dummies”

Visit SocialPros.com for more insights from your favorite social media marketers.

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Joseph Jaffe, host and showrunner of the “Joseph Jaffe is not Famous” show (formerly CoronaTV), joins this episode of Social Pros to share his insights and tips on creating a successful livestream show.

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What does it take to run a successful daily livestream show?

Joseph Jaffe, host and showrunner of the “Joseph Jaffe is not Famous” show (formerly CoronaTV), joins this episode of Social Pros to take us behind the scenes.

Joseph has been consistently creating content every day, Monday through Thursday, for a show that aims to spread hope, positivity, optimism, “and if there's time left over, a lil bit of marketing.”

He explains why content consistency is “branding 101” and why you should commit to a new livestreaming venture for a minimum of two years.

Joseph shares how he got started and what his plans are for the future of his show. He also explores the importance of community, why he considers his fans “family,” and why he’s made a commitment to diversity on his shows.

In This Episode:

5:32 – Why Joseph chose a daily livestream show format
8:11 – Why Joseph chose to create videos rather than a podcast
10:30 – How to stream across multiple social platforms
13:14 – How "Joseph Jaffe is not Famous" has evolved over the past year
16:49 – The delicate balance of interacting with viewers and managing a community
19:44 – How the livestreaming format produces a different type of energy and audience engagement
21:49 – Why Joseph focuses not on data but the quality of his content
26:50 – Joseph’s approach to marketing his show and using the subscription model
30:48 – How Joseph plans to repurpose his existing content during his hiatus
34:44 - Who should and shouldn’t commit to a daily livestream show
40:40 – Committing to a livestream show as an individual vs. as a business
42:52 – Joseph’s top tip for those looking to become a social pro

Resources

Get the new State of Marketing report for free from Salesforce
Download the Social Media Metrics template from Supermetrics

Visit SocialPros.com for more insights from your favorite social media marketers.

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Katie Cavender, Assistant Director of Communications at College Football Playoff, joins this Social Pros episode to share how to manage busy social media channels for college football.

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What does the social media team behind College Football Playoff look like?

Katie Cavender, Assistant Director of Communications at College Football Playoff, joins this episode of Social Pros to give us an insight into her day-to-day role.

Katie manages to coordinate content with different schools, universities, ESPN, and more in what sounds like a whirlwind of responsibility. Despite this, her social media team has only 19 members to keep on top of things.

Katie shares exactly how she and her team manage coverage throughout the football season that both resonates and informs fans. She talks about how you should always be authentic on social and encourage a dialogue wherever possible. “Social is called social for a reason,” after all.

In This Episode:

6:11 – An introduction to College Football Playoff
8:38 – The strategic role of social media within college football
11:02 – How Katie manages social media with such a small team
12:49 – How College Football Playoff collaborates with ESPN
13:57 – Katie’s approach to managing social media throughout the year
18:46 – The challenges of collaboration and coordination with different teams
22:40 – How Katie’s team keeps up with all the changes in College Football Playoff
25:37 – How College Football Playoff could preserve archived footage
29:59 – Katie’s role in social care and customer service on social media
32:38 – The social content that Katie most enjoyed
37:06 – What Katie looks for when hiring for the College Football Playoff social team
39:10 – How the pandemic has changed the way organizations communicate with the public
41:47 – Katie’s top tip for becoming a social pro

Resources

Get the new State of Marketing report for free from Salesforce
Download the Social Media Metrics template from Supermetrics

Visit SocialPros.com for more insights from your favorite social media marketers.

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Tamsen Webster, Founder and Chief Message Strategist of Find the Red Thread, joins this episode of Social Pros to talk about storytelling and problem-solving with social media.

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What is the best way to create a message and narrative that truly resonates with your audience?

Tamsen Webster, Founder and Chief Message Strategist of Find the Red Thread, says it’s about answering their real questions.

In business, many of us think we have solutions to our audience’s problems. We try to work backward and squeeze it into our audience’s story. But Tamsen says we should take a step back.

We need to solve the problems our audience thinks it has first, even if we believe it’s something different. Tamsen is a big believer in creating a story in your marketing and social media, an idea she explores in detail in her book "Find Your Red Thread."

In this episode of Social Pros, Tamsen shares her thoughts on making your ideas shine, why storytelling is so important, and how you can deliver real solutions that audiences want.

In This Episode:

6:08 – What Tamsen means by wanting to “build the story that people would tell themselves”
8:00 – How organizations often lose sight of their brand narrative
9:43 – Why people resonate with the phrase “once upon a time”
12:13 – What a MacGuffin is and why you always need it to pay off in the end
14:27 – Why organizations need to determine who their idea is for
18:44 – Why Tamsen believes you shouldn’t try to plant an idea or manipulate your audience
22:27 – How to pitch an idea in an organization
26:18 – Tamsen’s approach to getting a new idea in motion
31:20 – How to avoid patronizing your audience with your solutions
32:18 – Tamsen’s advice for social pros on how to construct your ideas
34:27 – How Tamsen has changed her approach to social
40:27 – How organizations can change their messaging in the pandemic
44:32 – Tamsen’s top tip for those wanting to become a social pro

Resources

Get the new State of Marketing report for free from Salesforce
Download the Social Media Metrics template from Supermetrics

Visit SocialPros.com for more insights from your favorite social media marketers.

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Duane Brown, Founder & Head of Strategy at Take Some Risk Incorporated, joins the Social Pros Podcast to talk about paid social, marketing agencies, and the future of social.

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What does the future look like for paid social? Is there still a place for organic?

Duane Brown, Founder & Head of Strategy at Take Some Risk Incorporated, discusses his take on paid social.

In this episode of Social Pros, Duane describes his agency’s approach to social and how he deals with client requests and budgets. He also gives us some insight into how the pandemic affected things in social media across the board.

Duane shares his thoughts on experimenting and trying new things. He says it’s impossible to know what will or won’t work unless you try it. He describes some top mistakes people make with paid social and what his agency does to help clients understand paid advertising better.

In This Episode:

6:33 – Duane talks about his agency and the type of customers he works with
8:51 – The trends Duane has noticed in paid social across the pandemic
11:39 – The areas that Duane’s clients need the most help with
13:41 – How some clients focus on the big picture in social
15:11 – The best ways to shift clients’ mindsets
17:21 – The most overlooked opportunities clients miss in paid social
19:11 – The trends in how digital agencies work with their clients
22:12 – How to answer complex questions from clients
25:07 – Duane’s advice for other agencies
27:06 – Why agencies come to Duane for help and advice
29:01 – What Duane predicts the next year will look like after the pandemic
31:42 – Why there’s still room for organic in marketing
33:43 – Duane’s advice for TikTok advertising
35:55 – Which formats work better on paid TikTok and other platforms
37:53 – Duane’s top tip for becoming a social pro
38:40 – Who Duane would choose for a special video call

Resources

Get the new State of Marketing report for free from Salesforce
Download Upfluence’s Brand Influence Ranking Report
Download the Social Media Metrics template from Supermetrics

Visit SocialPros.com for more insights from your favorite social media marketers.

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Tiara Christian, Head of EMEA Social Media, PR at Google, joins the Social Pros Podcast to chat about how Google localizes content worldwide to stay super relevant.

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No one quite does "global" like Google. But how does such a mammoth in the online world stay relevant and targeted across different countries, languages, and cultures?

Tiara Christian, Head of EMEA Social Media, PR at Google, explains just how Google pulls it off.

In this episode of the Social Pros podcast, Tiara discusses how Google approaches local messaging to make content hyperlocal and relevant to all types of audiences. She takes us through what it’s like to work at Google, how collaboration across departments works, and how she manages working as a mighty team of one.

Tiara also reveals details about how Google uses data to understand what users really care about and want to see.

In This Episode:

5:56 – How Tiara balances local messaging with Google’s needs
8:11 – The strategies behind localizing content
9:50 – How Tiara coordinates with a huge company like Google
12:37 – Tiara takes us through one of her biggest campaigns at Milan Fashion Week
15:56 – How Google uses data to understand what people care about
19:35 – How Tiara operates as a mighty team of one
22:33 – One piece of advice for those agencies supporting big clients
24:31 – How Tiara balances content creation with social listening and engagement
27:03 – Advice on working with ambassadors
30:21 – Tiara explains what it’s like working for Google
35:30 – Tiara’s advice for those who want to engage with audiences outside the U.S.
38:16 – Tiara’s top tip for anyone looking to become a social pro
40:01 – Who Tiara would pick for a video call

Resources

Get the new State of Marketing report for free from Salesforce
Download Upfluence’s Brand Influence Ranking Report
Download the Social Media Metrics template from Supermetrics

Visit SocialPros.com for more insights from your favorite social media marketers.

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Joe Galbo, Social Media Specialist at the United States Consumer Product Safety Commission, joins the Social Pros Podcast to chat about social strategy and public safety messages.

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How do you spread an important safety message over social media? Should you stay serious or make it a bit more fun?

It all depends on the audience, timing, subject matter, and a whole host of other things.

Joe Galbo, Social Media Specialist at the United States Consumer Product Safety Commission (USCPSC), describes his process for crafting messages that engage and resonate.

Joe shares how the USCPSC balances serious messaging with fun and inventive graphic design to get the message across in the best way possible. You’ll also hear some of the strategies around notorious internet trends like laundry pod consumption and more.

Joe also discusses his approach to social media in general and why it’s vital to always keep learning and developing your skills.

In This Episode:

5:32 – Joe explains what the United States Consumer Product Safety Commission does
7:04 – Joe names a few examples of his favorite USCPSC graphics
9:40 – How the USCPSC became very graphic-focused in its messaging
12:38 – The balance between making serious life-saving messages fun vs. serious
18:20 – Why Joe would love his strategies to be tested to see how successful they are beyond the social sharing aspect
19:10 – How the USCPSC collaborates with broadcast media to share important safety messages
22:07 – What the approval process looks like for new content
27:10 – How the USCPSC approaches social listening to keep on top of potentially dangerous internet challenges
31:26 – Why Joe believes you should always try out new social media channels
34:00 – Why you always need a vision for what you want to achieve in a government agency
38:50 – Joe’s advice for dealing with intentionally spread misinformation on social media
43:32 – Joe’s one tip for anyone looking to become a social pro
46:33 – Why Joe would pick Guillermo del Toro to have a video call with

Resources

Get the new State of Marketing report for free from Salesforce
Download the Social Media Metrics template from Supermetrics
Download Upfluence’s Brand Influence Ranking Report

Visit SocialPros.com for more insights from your favorite social media marketers.

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Sabrina Callahan and Mark Quine from Sam’s Club join Social Pros in part five of the five-part Social Pros Deep Dive series into Sam’s Club.

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The Sam’s Club Deep Dive is a new five-part series that explores how social media teams run their day-to-day operations over several episodes instead of just one. Social Pros interviewed several Sam’s Club social team members to learn the secrets of their success.

Other than direct feedback or surveys, nothing quite captures the opinion of customers like social media can.

Social media can provide a window into the minds of customers. It can help brands understand where they’re going right or wrong and what customers really want. That’s why Sam’s Club takes social listening so seriously.

In this episode of the Social Pros Deep Dive into Sam’s Club, Social Pros speaks again with Sabrina Callahan, Senior Director of Brand and Social Marketing, and Mark Quine, Director of Social and Brand Media.

They discuss the importance of social listening and how Sam’s Club responds to social opinion so quickly and effectively. Mark then discusses Sam’s Club’s approach to paid social and which strategies work best for the club.

All five episodes are out now, so get ready to binge!

As this is a brand-new series, we’d love to hear some feedback on what you think of the Social Pros Deep Dive. Please share any thoughts you have by emailing Jay directly.

In This Episode:

6:06 – Sam’s Club’s philosophy around social listening
8:18 – Why Sam’s Club has a member insights team
10:37 – How Sam’s Club measures and tracks customer sentiment on social
11:55 – How the social team translates its metrics for other departments
16:06 – How Sam’s Club introduced ‘Hero Hours’ during the pandemic after social posts went viral
21:47 – How Sam’s Club distinguishes between signal vs. noise
25:37 – Which channels Sam’s Club values the most for its insights
29:03 – The role of paid social in Sam’s Club
29:52 – How Sam’s Club measures the success of paid social
31:21 – How Mark tries to establish real causation and correlation in paid social
32:10 – How the social team keeps things consistent by working closely with the digital marketing teams
36:59 – Sam’s Club’s methods and strategies around boosting social posts
38:27 – Mark’s thoughts on which creative ad formats perform best for Sam’s Club
44:26 – Mark’s number one tip for becoming a social pro

Resources

Get the new State of Marketing report for free from Salesforce
Download Upfluence’s Brand Influence Ranking Report
Download the Social Media Metrics template from Supermetrics

Visit SocialPros.com for more insights from your favorite social media marketers.

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MacKenzie McCarver and Tina Parker from Sam’s Club join this episode of Social Pros for part four of the five-part Social Pros Deep Dive series.

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The Sam’s Club Deep Dive is a new five-part series offers a detailed look into how a big business manages social strategies, scheduling, business growth, community, and more.

For many, social media is the first port of call for customers with questions or complaints. It’s often the fastest way a brand can directly contact its customers.

This means that businesses, big or small, need to think about how they approach customer care on social. With a big business such as Sam’s Club, this operation is a lot more elaborate.

Find out how in this episode of Social Pros Deep Dive. In part four of five, Social Pros speak with MacKenzie McCarver and Tina Parker – key members of the social media team at Sam’s Club.

Director of Social Media, MacKenzie, is back from our talk in part three, this time joined by Tina Parker, Associate Director of Brand and Social Marketing.

They discuss Sam’s Club’s refreshingly proactive take on customer care, the best way to interact over social media, and how the club celebrates its brand ambassadors.

All five episodes are out now, so get ready to binge!

As this is a brand-new series, we’d love to hear some feedback on what you think of the Social Pros Deep Dive. Please share any thoughts you have by emailing Jay directly at jay@convinceandconvert.com.

In This Episode:

5:52 – How Sam’s Club resources social media customer care
6:50 – The multiple customer care levels and how they work
8:02 – What Tina looks for in a social customer care agent
9:29 – Sam’s Club’s unique approach to customer interactions
11:46 – How Sam’s Club responded to the pandemic challenges
13:26 – Which platforms Sam’s Club focuses on the most for customer interactions
14:35 – How social empowered people during the pandemic
16:55 – The unique tool Sam’s Club uses for local social updates
17:51 – How Sam’s Club balances public versus direct message responses
18:47 – Why Sam’s Club prioritizes real responses over automated messages
21:44 – How proactive Sam’s Club agents are in responding to customers
24:30 – How Sam’s Club deals with customers who make complaints across different channels and mediums
27:57 – What measurements of success look like at Sam’s Club
29:55 – How Sam’s Club prepares for the event of a social media crisis
31:43 – Tina’s take on “if there’s three, there’s more” when it comes to customer complaints
33:20 – The process Sam’s Club follows to communicate issues at a higher level
35:28 – How Sam’s Club celebrates brand ambassadors and fans on social
38:45 – Tina’s one tip for becoming a social pro
39:12 – Who MacKenzie would love to have a video call with

Resources

Get the new State of Marketing report for free from Salesforce
Download Upfluence’s Brand Influence Ranking Report
Download the Social Media Metrics template from Supermetrics

Visit SocialPros.com for more insights from your favorite social media marketers.

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MacKenzie McCarver and Hunter Wuensche from Sam’s Club join this episode of the Social Pros podcast in part three of a five-part Social Pros Deep Dive series.

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The five-part Sam’s Club Deep Dive series looks closely at how big businesses manage social media, covering all the strategies, methods, and team dynamics over not one but five episodes. The series kicks off with Sam’s Club, the beloved wholesale membership club.

Social media has a way of bringing people together, and that’s what Sam’s Club is all about. The social media team at Sam’s Club has ballooned in size over the past few years, and it’s transformed the way it approaches social media.

In part three of five episodes in the Sam’s Club Deep Dive series, Social Pros talks to MacKenzie McCarver and Hunter Wuensche about creating community through social media.

MacKenzie is the Director of Social Media, and Hunter is the Social Media Manager at Sam’s Club. They share how Sam’s Club creates a community, both within its own team and its members, through social care, user-generated content, and influencer marketing.

You’ll also hear how MacKenzie and Hunter’s roles fit into the team and how they impact the day-to-day social strategies at Sam’s Club.

In This Episode:

5:00 – What the day-to-day social media strategies look like at Sam’s Club
6:44 – Reaching different types of Sam’s Club customers on social
7:52 – The ‘Happy Host’ segment that Sam’s Club focuses on
8:46 – Collaboration between the social team and different departments
10:06 – How influencer marketing fits in with the rest of the social strategy
13:45 – Sam’s Club’s methods for finding influencers to work with
16:35 – How Sam’s Club manages an editorial calendar across the states
18:57 – The process behind creating organic social posts
21:26 – The best type of visual content for Sam’s Club
23:34 – How Sam’s Club encourages employee-generated content (EGC)
24:54 – The tool that Sam’s Club uses to manage EGC for Facebook posts
27:10 – Why the social team works closely with operations, HR, and legal for EGC
28:40 – Sam’s Club’s approach to brand-to-brand interactions
30:43 – How the team uses trends and hashtags as part of its campaigns
34:27 – MacKenzie’s tip for those wanting to become a social pro
37:09 – Who Hunter would love to have a video call with

Resources

Get the new State of Marketing report for free from Salesforce
Download Upfluence’s Brand Influence Ranking Report
Download the Social Media Metrics template from Supermetrics

Visit SocialPros.com for more insights from your favorite social media marketers.

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Natalie Hite, Associate Director of Brand Marketing at Sam’s Club, joins the Social Pros Podcast in part two of a five-part Social Pros Deep Dive series.

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In this five-part Deep Dive into Sam’s Club, we look at how their busy team executes its social media strategy.

For an insider look at how Sam’s Club’s social media team operates, each episode features a different social team member. They speak a bit about their role and how they fit into the now-huge social media team at Sam’s Club.

What makes the Sam’s Club brand so unique?

In the previous episode of the Social Pros Deep Dive series, Sabrina Callahan spoke about how she focused on getting the brand right before anything else.

In this episode, part two of the Deep Dive series, Natalie Hite, shares more details about what makes the Sam’s Club brand so special – and how social media fits into that. She talks about why “brand storytelling has been our primary objective.”

Natalie discusses how vital connection, communication, and brand storytelling are to Sam’s Club and how her role as Associate Director of Brand Marketing helps drive results.

All episodes of this series are out now, ready to binge!

In This Episode:

5:38 – Where Natalie’s role fits into the Sam’s Club team
6:55 – Natalie’s experience of watching the social team grow so quickly
8:43 – What Sam’s Club’s brand promise is and what it means
10:02 – How Natalie adapted from traditional media to social
13:02 – How social media became the quickest way to communicate with members
13:36 – Why Sam’s Club takes a “social-first approach”
15:50 – How the Sam’s Club social media team collaborates with other departments
18:15 – Natalie’s take on traditional vs. social media
19:39 – How Sam’s Club targets many different customer types with its content
22:43 – How Sam’s Club taps into the ethos of different audiences by asking for feedback
25:47 – Why Sephora and Ben & Jerry’s are “north stars” for Sam’s Club
28:00 – How Sam’s Club uses storytelling to resonate with audiences
31:34 – How the Sam’s Club vendors get involved with Sam’s Club’s social pushes
34:30 – Natalie’s top tips for becoming a social pro
37:43 – Natalie shares who she’d love to have a video call with

Resources

Get the new State of Marketing report for free from Salesforce
Download Upfluence’s Brand Influence Ranking Report
Download the Social Media Metrics template from Supermetrics

Visit SocialPros.com for more insights from your favorite social media marketers.

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Sabrina Callahan, Senior Director of Brand and Social Marketing at Sam’s Club, joins the Social Pros Podcast as the first guest in a brand-new series called Social Pros Deep Dive.

This series takes a closer look at businesses’ social strategies, explored over several episodes. Social media has become so important and complex that trying to summarize it in just one episode means leaving out a lot of detail.

To kick things off, series one focuses on Sam’s Club, the much-loved wholesale membership club.

The Sam’s Club Deep Dive is a five-part series that puts social media at Sam’s Club under the microscope. Tune in as Social Pros interviews different team members over five episodes to find out how the busy team operates their social media strategy.

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When done right, social media can have a remarkable effect on company growth. A great example of this is Sam’s Club, the popular wholesale membership club. Sam’s Club dramatically expanded its social media team from just two to 50 employees and has seen growth and engagement skyrocket.

In part one of five episodes in the Sam’s Club Deep Dive series, Social Pros speaks to Sabrina Callahan, Senior Director of Brand and Social Marketing.

Sabrina discusses what it takes to run a growing social media team and how she handles all the moving pieces. She describes how Sam’s Club structures its social team and campaigns, plus its future plans.

Sabrina also introduces us to some of the other cast and characters in the Sam’s Club social team, who will join the podcast over the next few episodes.

All five episodes are out now, so get ready to binge!

In This Episode:

7:00 – Why Sam’s Club expanded the social team so rapidly
9:48 – The importance of having an advocate in your company for social media
11:25 – How the Sam’s Club social team is structured
19:10 – Sabrina shares what qualities she looked for when hiring the social team
24:25 – Why Sabrina focused on building the brand identity, then the social channels
27:54 – How a member’s experience differs between digital and brick-and-mortar shopping
30:15 – What Sam’s Club got right with its COVID-19 approach and messaging
35:54 – Sam’s Club’s primary goal with social media
39:15 – How the pandemic affected Sabrina as a social pro
43:09 – Sabrina’s top tip for social pros
44:50 – Who Sabrina would love to have a video call with

Resources

Get the new State of Marketing report for free from Salesforce
Download Upfluence’s Brand Influence Ranking Report
Download the Social Media Metrics template from Supermetrics

Visit SocialPros.com for more insights from your favorite social media marketers.

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Jay Maldonado, Director of Social Media at SurveyMonkey, joins the Social Pros Podcast to discuss how brands can create an agile social media plan that is also socially conscious.

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The very nature of social media is flexible and can change at any moment. That’s why it’s so important to have many tricks up your sleeve when creating a social media strategy.

Jay Maldonado, Director of Social Media at SurveyMonkey, says that flexibility and wearing many hats are the keys to becoming a top social pro.

In this episode of Social Pros, Jay discusses why all social media teams should have a “living doc” for their strategy that you can change when needed. He talks about why it’s important to have great leadership and a team that really believes in the power of social media.

Jay also discusses why you need to be sensitive and open to learning to have genuine and authentic conversations over social media.

In This Episode:

7:52 – How sometimes social pros don’t leverage social media for themselves
9:14 – How Jay manages marketing to a broad SurveyMonkey audience
11:47 – How social comes to life at SurveyMonkey
13:15 – Why all social media strategies should have a “living doc”
15:28 – How to create an agile social strategy
20:38 – How to ask the right questions in social media
22:45 – Jay’s advice for social pros to navigate important social issues
26:15 – Jay’s tips for social pros to use data better
30:33 – SurveyMonkey’s recent study into mental wellness in the workplace
33:25 – Choosing the best social media channels to market your brand
35:54 – The importance of leadership and a great team
38:32 – Jay’s one tip for becoming a social pro

Resources

Get the new State of Marketing report for free from Salesforce
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
Download Upfluence’s Brand Influence Ranking Report
Download the Social Media Metrics template from Supermetrics

Visit SocialPros.com for more insights from your favorite social media marketers.

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Anthony Yepez, Associate Director of Social Strategy at Digitas North America, joins the Social Pros Podcast to discuss why current customers should be the center of your social media strategy.

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What should you focus on most of all in social media? Is it the metrics, posting schedule, viral content…or is it the people themselves?

Anthony Yepez says you should focus not just on potential customers and follower count but also on your current customers. He says that “your current customers are the gateway to prospective new customers,” and yet many businesses overlook that.

Anthony, Associate Director of Social Strategy at Digitas, shares his tips for connecting with your audience and how he gets brands to succeed on social media. In this episode, he shares what he believes are common mistakes in social and why it’s so important to listen to your audience. Anthony believes you should always “have a human element to your social media” and focus on real connections above all.

In This Episode:

4:12 – How working remotely has affected social media agencies
4:54 – The core elements of a successful social strategy
6:10 – How far out you can realistically plan a social strategy
7:31 – Why communication and processes are key to working remotely with clients
9:07 – Which remote communication tools Anthony and his team use
9:47 – Why you should join the Social Media Marketers (SMM) Slack group
13:41 – Anthony’s take on Clubhouse
15:54 – Which success metrics clients pay too much attention to
18:02 – When to encourage clients to join a new social media channel
23:53 – How social pros experience social media burnout
28:23 – The importance of listening to your audience
30:51 – Why Anthony thinks brands that focus on current customers do better
31:53 – The challenge of explaining social media strategies to customers
36:14 – Anthony’s tip for becoming a social pro

Resources

Get the new State of Marketing report for free from Salesforce
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
Download Upfluence’s Brand Influence Ranking Report
Find out if your website is ADA & WCAG compliant with help from accessiBe
Digitas’ website

Visit SocialPros.com for more insights from your favorite social media marketers.

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Mark Schaefer, Chief Operating Officer of B Squared Media, joins the Social Pros Podcast to discuss his latest book, Cumulative Advantage, and why it’s important to try new things and seek new opportunities.

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What makes someone successful? Is it money, education, connections? Sometimes it’s hard to pinpoint the turning point in someone’s life.

Mark Schaefer, Chief Operating Officer of B Squared Media, says that it’s not necessarily one thing that acts as an advantage. The initial advantage that people experience can be as simple as a singular conversation. He says that whatever this one initial advantage is can lead you down an entirely different path in your life. “If you have this original advantage…you can build unstoppable momentum.”**

Mark’s book, Cumulative Advantage, is based on the work of sociologist Dr. Robert Merton. It follows the idea that those who have some advantage can continue to benefit from it at a much faster rate than those who don’t.

Mark talks about his own experiences and advantages and how they led him to where he is today. He shares why it’s so important to try new things and find your “seam” in the status quo.

In This Episode:

6:00 – What is cumulative advantage?
13:45 – How internal narratives can hold people back
16:50 – Why it’s so important to try new things
18:05 – Mark reveals why loving your own ideas too much can be a problem
19:51 – How sometimes our marketing strategy is dictated to us
20:31 – Why marketing strategy is about finding a fracture in the status quo
22:53 – Mark shares why great marketing is about nonconformity
25:34 – Why following your passion isn’t the only thing you should do
28:45 – Mark shares the idea behind a “sonic boom”
31:15 – How to build your own brand with a sonic boom
34:31 – The important balance between maintaining consistency and excellence
40:28 – How Mark defines mentorship
44:40 – Mark’s top tip for social pros

Resources

Get the new State of Marketing report for free from Salesforce
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
Download Upfluence’s Brand Influence Ranking Report
Find out if your website is ADA & WCAG compliant with help from accessiBe
Cumulative Advantage by Mark Schaefer
Marketing Companion podcast

Visit SocialPros.com for more insights from your favorite social media marketers.

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Alisa Meredith, Pinterest Product Specialist & Marketing Manager at Tailwind, joins the Social Pros Podcast to talk about how brands can use Pinterest to reach new audiences, drive traffic, and scale their businesses.

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Have you thought about using Pinterest for business? If not, it’s time to step up and supercharge your presence on Pinterest.

459 million people use Pinterest each month, that’s a huge audience and Pinterest’s growth isn’t slowing down any time soon. Alisa Meredith, Pinterest Product Specialist & Marketing Manager, at Tailwind, states that 97% of Pinterest searches are unbranded. This means that 97% of referring traffic from Pinterest is new traffic, which is a massive opportunity for brands to reach new people, increase traffic and drive conversions.

Pinterest is a powerful platform for reaching traditional demographics and new audiences as the platform continues to grow. Alisa is a Pinterest expert. In this episode, she reveals how social media practitioners can leverage the platform to create and share incredible pins that speak to their audience.

In This Episode:

05:06 – How Alisa would describe Pinterest to beginners
06:20 – Why it’s so important to get your pin on as many boards as possible
07:18 – Whether success on Pinterest is based on what industry you’re in
08:53 – How Pinterest can drive a new audience to your business
11:01 – Why Pinterest lacks data insights and analytics
13:52 – How the demographics of the average Pinterest user is changing
16:40 – What Tailwind Create is and how it works
18:59 – How to find the sweet spot when it comes to uploading new pins
22:00 – How brands can use Pinterest Paid Ads
23:48 – What works and what doesn’t work on Pinterest
28:20 – How B2B brands are leveraging Pinterest
30:03 – Key mistakes to avoid when using Pinterest for business
34:18 – The importance of production value
37:43 – Whether brands really need a content philosophy that includes everything (images, videos, stories, etc.)

Resources:

Get the new State of Marketing report for free from Salesforce
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
Download Upfluence’s Brand Influence Ranking Report
Find out if your website is ADA & WCAG compliant with help from accessiBe
Learn more about Tailwind
Check out Alisa Meredith’s website

Visit SocialPros.com for more insights from your favorite social media marketers.

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Jason Keath, the Founder and CEO of Social Fresh, joins the Social Pros Podcast to discuss the Social Fresh Conference and tips to keep your social media fresh and innovative.

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If you’re a social media professional, you’re probably familiar with the pressure from superiors to increase followers on multiple social media platforms. But how important is a brand’s follower count?

Jason Keath, the Founder and CEO of Social Fresh, claims that it’s not about numbers, it’s about quality – “what we try to pay more attention to these days is not necessarily the number of followers or engagement that we’re getting with content, but the quality and relevance of it.” It’s time for brands and social media professionals to go after the true north star, which isn’t how many followers you have, but the quality & engagement of those followers**.

Social Fresh is a social media training and analysis company with the goal to inspire and support the social media industry. The Social Fresh Conference is the longest running conference in the social marketing industry and if you thought a global pandemic would get in its way, think again! The Social Fresh Conference is virtual this year and if you want tickets, listen in closely for a special discount code to attend the conference!

In This Episode:

05:15 – Jason reveals everything you need to know about the upcoming Social Fresh Conference
06:22 – How Jason got into this business and why he’s still doing it
10:11 – How moving to virtual has changed things like speaker selection, creating content experiences, and marketing the event
12:36 – What today’s participants at Social Fresh expect to learn or gain from attending the event
15:06 – How recruiting speakers has changed
18:42 – Tips for anyone trying to bring people together via virtual events
23:49 – Jason talks about the Instagram Templates Project
27:48 – How marketing agencies have adjusted to the new normal
29:58 – Jason shares the tale of two tweets
33:37 – What frustrates Jason about the current state of social
36:26 – Jason shares his prediction for the future of Clubhouse

Resources

Get the new State of Marketing report for free from Salesforce
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
Download Upfluence’s Brand Influence Ranking Report
Find out if your website is ADA & WCAG compliant with help from accessiBe
Learn more about the upcoming Social Fresh Conference

Visit SocialPros.com for more insights from your favorite social media marketers.

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Carmen Collins, Employee/Employer Brand & Social Media Lead at Cisco (#WeAreCisco team), joins the Social Pros Podcast to talk about the power of employee social content and how it can help brands build engagement and impact their audience.

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Using social media for employer and employee branding and recruitment is something that nobody does better than Employee/Employer Brand & Social Media Lead at Cisco (#WeAreCisco team), Carmen Collins.

Carmen is a leading force in employee and employer communications and actively gives employees a voice on social media. Brands want to use social media to engage with their audience and promote what’s going on with their business, but how should they determine what to promote? And, how can brands be sure that what they share on social media will be representative of the brand and impactful to their audience?

Carmen emphasizes the importance of having empathy, which is something that many brands confuse with authenticity. To have empathy, brands must be empathetic. It seems obvious, but many brands miss the mark here. Carmen’s solution is to seek help from employees. In her opinion, “employee-generated content adds empathy.”

In This Episode:

05:46 – The difference between employee-generated content and brand-generated content
08:39 – How to triangulate new channel opportunities
11:02 – How Cisco has adjusted their content creation process in light of the shift to remote work
13:11 – How to ensure employee content represents your brand
17:01 – Whether Cisco’s core audience is existing or potential team members
19:17 – How to amplify employee content on social media
24:10 – How Cisco approaches paid amplification and targeted ads
27:48 – What to consider when selecting a specific audience to market employment messages
30:25 – How Cisco decides what to publish
35:23 – Whether Cisco carries out studies to measure employee retention, communication, and their overall impact

Resources

Get the new State of Marketing report for free from Salesforce
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
Download Upfluence’s Brand Influence Ranking Report
Find out if your website is ADA & WCAG compliant with help from accessiBe
Learn more about Empathy In Tech

Visit SocialPros.com for more insights from your favorite social media marketers.

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Brian Fanzo, Digital Futurist at iSocialFanz, joins the Social Pros Podcast to discuss the new social media platform that everyone’s talking about – Clubhouse.

We discuss how this voice-only app is making waves in the social media world and how you can use it as part of your own strategy.

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Is Clubhouse the only social media platform that prioritizes conversation over content?

Brian Fanzo, Digital Futurist at iSocialFanz, says that Clubhouse is a unique platform that could create a type of dialogue never seen before on social media.

As an invite-only, audio-only platform, Clubhouse focuses on real conversations and a new style of networking. Unlike other social media platforms, it’s not all about creating consistent content. Instead, Clubhouse provides intimate spaces to connect and share ideas.

As Brian says in this podcast episode, Clubhouse is all about authenticity, which is much harder to fake than on other platforms.

After this episode, we’re continuing the Clubhouse discussion – on Clubhouse itself!

Join us on March 1st at 10 am ET for the Social Pros Podcast After Party: Clubhouse for Brands with Jay Baer & Brian Fanzo.

In This Episode:

5:23 – What is Clubhouse, and how does it work?
9:14 – The power of audio and the authenticity of Clubhouse
12:21 – How conversations on Clubhouse are organized by rooms and clubs
17:40 – The different types of content and conversations available on Clubhouse
18:49 – How 2020 events influenced Clubhouse’s rise in popularity
24:42 – Brian predicts where the growth within Clubhouse will go and how to leverage it as a social pro
30:54 – How brands can use Clubhouse
37:00 – How to multitask with Clubhouse
43:23 – How Clubhouse approaches monetization and moderation
45:07 – The pros and cons of Clubhouse.

Resources

Get the new State of Marketing report for free from Salesforce
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
Find out if your website is ADA & WCAG compliant with help from aCe
Get $30 off of your Tailwind Subscription!
Join Clubhouse
iSocialFanz website
Brian’s website

Visit SocialPros.com for more insights from your favorite social media marketers.

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Caleb Gardner, Founder and Managing Partner of 18 Coffees, joins the Social Pros podcast to discuss social media's influence in the world. We discuss his social media experience in both corporate and government environments, what’s changed over the last ten years, and how social platforms have responded to social issues.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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Social media has become a huge part of our everyday lives. It’s a source of entertainment, a way to catch up on the news, and a tool to connect with others.

While there have been great things about it, social media's dark side is hard to ignore. Founder and Managing Partner of 18 Coffees, Caleb Gardner, has seen it all during his long career in social media. He’s seen social media help to create real change in the world but also witnessed the “darkest corners of the internet.”

What does that mean for social media today? Can it still be a force for good? And how can we as social professionals ensure we’re bringing positivity to the discussion?

Caleb explains his thoughts on social media's role in our lives and questions the responsibility social platforms have over their content. He talks about the importance of being curious, trying out new things, and treating people with respect.

In This Episode:

6:12 – How social media is about more than just marketing
9:12 – How social media can be a force for good and bad
13:31 – Should social media platforms take responsibility for the wider influence of their content?
17:30 – Why social media platforms rely so much on engagement as a business model
19:01 – Why social platforms shouldn’t assume they’ll be the top choice forever
21:41 – Caleb discusses some of the new social media platforms bringing in competition
23:30 – Why many social media tips are the same as they were ten years ago
25:30 – How the 70/20/10 model works when trying out new content
26:40 – The two types of social media metrics to watch out for
30:14 - Caleb’s take on where social media fits into the government’s and business’ drive for engagement
33:59 – How noisy social media has become
36:15 – How businesses can avoid the yearly social media account cull
39:01 – The pros and cons of paid vs. organic social
42:33 – The story behind the name 18 Coffees

Resources:

Get the new State of Marketing report for free from Salesforce
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
Find out if your website is ADA & WCAG compliant with help from aCe
Get $30 off of your Tailwind Subscription!
Caleb Gardner’s website
18 Coffees’ website

Visit SocialPros.com for more insights from your favorite social media marketers.

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Kristina Paider, Chief Creative Officer at The Hollywood Approach, joins the Social Pros Podcast to discuss how we can apply movie inspiration to our lives. We also speak about Kristina’s book “The Hollywood Approach,” which shows you how to live your wildest dreams, movie-style!

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Be the hero of your own story

How can we become the heroes of our own stories? Whether we’re thinking about our businesses or ourselves, a little movie inspiration goes a long way. Kristina Paider, Chief Creative Officer and author of “The Hollywood Approach” shows us how we can use movie magic to make our wildest dreams a reality.

Kristina uses her wisdom as a story strategist and screenwriter to apply the principles of Hollywood stories to real life.

Kristina encourages everyone to “boss up and be the screenwriter of your show.” By channeling your resources, exploring your character DNA, finding your strengths, and learning from mentors, you can achieve great things. This applies to businesses looking to level-up their company as much as it does to individuals.

As Kristina discusses in this podcast episode, you must move away from perfectionism – and instead embrace your strengths AND flaws to become the hero of your own story.

In This Episode:

5:48 – What “The Hollywood Approach” is and how storytelling applies to businesses
8:01 – Why businesses are hesitant to embrace storytelling
9:32 – What hit TV show “Cobra Kai” can teach us about using flaws in storytelling
11:18 – How to apply the three elements of storytelling to business (character, goal, obstacles)
12:28 – How to make your 2021 content binge-worthy
13:15 – How using flaws can humanize your business
16:07 – The importance of being the hero of your own story by identifying your own strengths, flaws and superpowers
20:40 – What is a “log line,” and how can businesses use them?
22:35 – The use of movie-style log lines to define goals and purposes on social media
23:41 – How to use The Hollywood Approach to define customer profiles
25:11 – How Kristina feels about storytelling in 15 seconds
27:23 – Kristina’s take on refreshing existing business stories
28:25 – Why looking at the “cast and characters” in your business is more important than ever
30:48 – Kristina’s free bonus content, including movie-style exercises and resources
36:17 – Kristina’s top tips for social pros

Resources:

Get the new State of Marketing report for free from Salesforce
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
Find out if your website is ADA & WCAG compliant with help from aCe
Get $30 off of your Tailwind Subscription!
Kristina Paider’s website
Read Kristina Paider’s book, “The Hollywood Approach”

Visit SocialPros.com for more insights from your favorite social media marketers.

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Anna Gonzalez, Social Media Strategy Lead at Google Developer Studio, joins the Social Pros podcast to discuss how Google uses new technology and social media can connect audiences.

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Google may be a massive company with lots of resources and a seemingly infinite budget, but they still have many of the same questions and struggles as the rest of us.

Social media is a continuously evolving medium, and as social practitioners, we need to keep up if we want to continue to thrive in this space. This is something that all brands have in common, and Google is no exception. As Anna Gonzalez, Social Media Strategy Lead at Google Developer Studio, states, “we're constantly growing and thinking about how to do things more efficiently.”

Anna also emphasizes the importance of being open to experimentation on social media and why being authentic is vital when communicating with developers. Tune in to hear more about how the Google Developer Studios team uses different social measurement methodologies to stay relevant, enchant developers, and navigate social media without a king-sized budget.

In This Episode:

05:11 - What Google Developer Studios is and how it works
07:37 - What the social team looks like at Google Developer Studios
10:46 - How different developers use social media
14:08 - Finding new and creative ways to connect with developers
18:50 - The mix between sharing Google Developer Studio content vs. content about developers
20:59 - How Anna works with advocates, influencers, and micro-influencers
23:37 - How to strike a balance between planning and spontaneity when posting on social media
27:09 - How Google Developer Studios adapts social measurement methodologies
30:13 - Why senior leadership are putting greater focus on social during the pandemic
33:40 - How to navigate social media without the big budget
37:53 - Working on side projects at Google

Resources:

Get the new State of Marketing report for free from Salesforce
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
Find out if your website is ADA & WCAG compliant with help from aCe
Get $30 off of your Tailwind Subscription!

Visit SocialPros.com for more insights from your favorite social media marketers.

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Jason Falls, Director of Digital Strategy at Cornett, joins the Social Pros Podcast to debunk common myths and misconceptions around influencer marketing. We also talk about his new book, “Winfluence.”

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Is the letter “r” the only difference between "influence" and "influencer," or is there more to it than that?

Jason Falls, Director of Digital Strategy at Cornett, states that when you talk about influence, it’s not about the channel, the influencer, or even the person. It’s not a noun, it’s a verb. So, when you’re talking about influence, you’re talking about your strategic purpose. As Jason said in this episode of the podcast, “you want to influence an audience to take action.”

Understanding the difference between influence and influencer is so important. In this episode, Jason reveals whether it’s more beneficial to have a popular influencer promote your brand vs. someone who talks passionately about your brand to a smaller audience. We also dig into why he prefers the term "influence marketing" over "influencer marketing" and some common misconceptions around influencer marketing.

In This Episode:

08:59 – How influence shifts the perspective to the action rather than the channel
12:02 – Why we often make the mistake of relying on influencers rather than influence
15:18 – Why people tend to be skeptical of influencers and their authenticity
18:52 – What makes influencer marketing work
21:01 – How to find the sweet spot when searching for the right influencer for your brand
23:05 – Why it’s better to have fewer influencers who you have a relationship with vs. many influencers
29:53 – Who should be responsible for influencer marketing within an organization
31:38 – The pros and cons of asking an influencer to be category exclusive
38:01 – How social pros can use the three most important words in influence marketing to their benefit

Resources:

Get the new State of Marketing report for free from Salesforce
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
Find out if your website is ADA & WCAG compliant with help from aCe
Get $30 off of your Tailwind Subscription!
Read ‘Winfluence’ by Jason Falls
Visit Jason’s website

Visit SocialPros.com for more insights from your favorite social media marketers.

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Minter Dial, Professional Speaker & Author, Mydial LLP, joins the Social Pros Podcast to talk about the importance of blending your personal and professional life. We also discuss his book, “You Lead,” which claims that your biggest asset in leadership is you.

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How can you become the type of leader that your team respects and trusts? Minter Dial (Professional Speaker & Author, Mydial LLP) believes that becoming a better leader is as simple as being yourself.

Minter’s book, “You Lead,” teaches leaders from every industry how to lead with authenticity. He argues that the most successful leaders are those who embrace their true selves. If you don’t know yourself, you will struggle to be an effective leader. It’s clear that leadership is changing and whether you aspire to be a better leader (or you create social media content on behalf of a leader), understanding this change is critical to your success and self-worth.

As Minter discusses in this episode of the podcast, you must work on yourself to become a better leader before creating better teams. He also talked about the importance of building trust and building it over time “by doing what you say, saying what you do, and being consistent.”

In This Episode:

06:18 – Why the nature of leadership is more important now than ever
07:48 – Why Minter Dial’s book, “You Lead,” focuses on the power of intuition
11:50 – How concepts of what makes a leader are changing
15:29 – The recipe for success for modern-day leaders
19:09 – How social media leaders can use “but” vs. “and” when giving their team instructions or feedback
22:05 – The importance of understanding the liberties and constraints you operate under
26:10 – How to bridge the recognition gap amongst social media professionals
29:08 – How expectations for CMO’s has changed and how to avoid burnout
31:58 – Why you need to align your personal and professional life
34:29 – Minter reveals whether he agrees with the idea that the “most human brand wins”

Resources:

Get the new State of Marketing report for free from Salesforce
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
Find out if your website is ADA & WCAG compliant with help from aCe
Get $30 off of your Tailwind Subscription!
Read Minter Dial’s book, “You Lead”
Check out Minter Dial’s website

Visit SocialPros.com for more insights from your favorite social media marketers.

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Linda Dianne, Video/Social Media Strategist from Diversify Social Media and Milly Tamarez, a Freelance Social Media Manager and Comedian, join the Social Pros Podcast to talk about the importance of diversity on social media.

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Inclusivity on social media is so important. Brands continue to make promises to be more inclusive, which is great. However, we need to make a real effort to change and grow to ensure we’re inclusive in not just what we say, but in what we do.

Two special guests join us in this powerful Social Pros episode featuring Linda Dianne, Video/Social Media Strategist from Diversify Social Media, and Milly Tamarez, a Freelance Social Media Manager and Comedian. The fight for true diversity, inclusivity, and acceptance for all is still ongoing. The jury is still out on lasting change from brands, and as Milly states in this episode, “something has shifted, and things have changed. But it is a process that we have to continue working on and optimizing**.”

Many deeply important topics around diversity in the social media industry are discussed in this episode. Tune in with an open mind and get ready to motivate real change in your everyday life.

In This Episode:

03:08 – How Diversify Social Media got started
05:20 – How personal experiences and world events inspired Linda and Milly to launch Diversify Social Media
11:15 – What the Diversify Social Media curriculum consists of
15:46 – What pieces of the curriculum tends to stand out to students and participants
19:21 – Who would benefit from the Diversify Social Media program
23:51 – Whether brands have developed a better understanding of diversity following the Black Lives Matter movement
27:51 – How brands can become more inclusive
32:26 – How to get involved with the Diversify Social Media program

Resources

Get the new State of Marketing report for free from Salesforce
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
Learn more about Diversify Social Media

Visit SocialPros.com for more insights from your favorite social media marketers.

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Zachary Lones, Director of Social Media Marketing at Walmart, joins the Social Pros Podcast to discuss how the organization empowers local store associates to use their unique voice on social media to reach their unique communities.

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When employees feel empowered at work, you can expect to see a significant improvement in job performance, job satisfaction, and loyalty to the company. So, how can organizations use social media to empower their associates?

Zachary Lones, Director of Social Media Marketing at Walmart, believes that it is “more important than ever to give your associates the voice and empowerment to speak up**.”

Empowering local store associates at nearly 5,000 different locations to share their voices without much control from central marketing is almost unheard of in today’s society. Yet, that is exactly what Walmart is doing on a daily basis in what could potentially be one of the best employee-generated content case studies the world has ever seen.

In This Episode:

07:24 – How Walmart associates are empowered to use social media to reach their unique community
09:22 – How Walmart helps associates get up and running with different social media channels
10:33 – How many associates speak on behalf of the company
12:38 – The percentage of content shared by associates that is aspirational vs sales-focused
16:55 – How Walmart empowers associates to understand marketing and communications
21:30 – The critical indicators that determine whether or not a program is successful
28:18 – Why more organizations need to be open to the idea of allowing associates to connect with audiences via social media
33:52 – Who is responsible for engaging with audiences’ queries on social media

Resources

Get the new State of Marketing report for free from Salesforce
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
Find out if your website is ADA & WCAG compliant with help from aCe
Get $30 off of your Tailwind Subscription!

Visit SocialPros.com for more insights from your favorite social media marketers.

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Jay, Adam, and Anna join forces in this special episode of the Social Pros Podcast to talk about some of the best highlights from episodes released in the rollercoaster year of 2020.

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2020 has been a year like no other. Not just for the Social Pros Podcast, but the entire world. We have seen and experienced so much this year, so how can you recap a year like 2020?

Well, Jaye, Adam, and Anna searched through the back catalog of episodes released in 2020 and noticed many similar themes running through them. They also saw many commonalities between various guests who shared their perspectives on the world and how the social media industry has changed in 2020.

In this episode, you’ll hear highlights from clips pulled from previous episodes released in 2020. So, if you’re ready to take a trip down memory lane and explore some of the best bits from the Social Pros archive, listen in!

In This Episode:

05:04 – Why you should always listen to your audience
07:19 – How JetBlue has adjusted its content during the pandemic
11:01 – Why it’s important to take advantage of opportunities in real-time
14:08 – What it’s really like to work in this profession
16:39 – Why social pros need to take care of their mental health
20:29 – How to combat burnout as a social media practitioner
23:29 – Why you need to be a great marketer to succeed on social media
26:49 – The benefits of releasing episodic content
31:51 – How to hook your audience from the start
36:14 – Why you should have a separate paid and organic approach
40:46 – The true power of authenticity

Resources

Get the new State of Marketing report for free from Salesforce
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners

Visit SocialPros.com for more insights from your favorite social media marketers.

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Marcus Sheridan, Author, Speaker & Co-Owner of IMPACT, is our guest on this episode of Social Pros, where he debunks common myths surrounding social media video content.

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The internet is swamped with myths surrounding video content, but which ones are true? And, which ones should we ignore? Marcus Sheridan, author, speaker & Co-Owner of IMPACT, helps us separate the truth from the lies and reveals whether the length of the videos we share on social media actually matters.

Most people believe that the shorter a video is, the better. However, Marcus quickly debunked that theory when he pointed out that “the average #1 ranked video in YouTube search results is about 10 minutes long.”

Marcus Sheridan puts many of the world’s most popular video myths to rest and shares a treasure trove of tips on using video and how to get your sales and marketing teams working closely together in social media and beyond.

In This Episode:

03:47 – Learn about Marcus’ agency, IMPACT
06:23 – How to use video to bridge the gap between sales and marketing
11:27 – Why the premise that your videos should be 90 seconds or less is not true
15:07 – When it makes sense for a brand to use live video
17:53 – Why videographers need to be strong socially to be successful
21:59 – How video content can improve your social selling efforts
27:58 – Why Marcus left Facebook

Resources

Get the new State of Marketing report for free from Salesforce
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
Read ‘The Visual Sale,’ by Marcus Sheridan
Learn more about IMPACT

Visit SocialPros.com for more insights from your favorite social media marketers.

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Rick Wion, Senior Director of Consumer Engagement of The Kellogg Company, joins the Social Pros Podcast to talk about social media from the corporate level and why brands need to be more selective with what they share on social.

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As social media has evolved, those who work with social media marketing have gained more freedom to make crucial decisions around what goes out and what doesn’t.

Not every company update or press release has to be broadcasted on social media. As Rick Wion, Senior Director of Consumer Engagement of The Kellogg Company said, “for social, we really just need to focus in on this one component of things versus supporting every part of every program with a plethora of social content.”

The hard truth is that not every update is “social media worthy.” Brands need to be more selective about the content they share on social media. Making sure your brand communicates authentically is vital and being attuned to what your audience wants to see from you is perhaps even more important.

In This Episode:

03:12 – How social media marketing and communications have evolved
07:11 – How the evolution of social media has impacted how Kellogg’s constructs their social media and consumer engagement teams
10:30 – How Kellogg’s uses social media to have important conversations with their audience around food security
12:48 - How the brand’s messaging and timing of messages have changed since the pandemic
16:19 – How being classified as an essential business impacted the company, the social media marketing team, and business operations during the pandemic
18:43 – How Kellogg’s uses data and research to shape conversations on social media
23:25 – How Tony the Tiger helps to share the brand’s voice on social media
25:45 – How to empower an organization to leverage social media listening and insights

Resources

Get the new State of Marketing report for free from Salesforce
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
Learn more about Kellogg’s

Visit SocialPros.com for more insights from your favorite social media marketers.

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Saul Colt, the Founder and Creative Director at The Idea Integration Company, is our special guest on this episode of Social Pros, where we discuss why advocates will do more for your brand than influencers and why you need to start taking more chances in social media.

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Is it time for brands to take risks and chances in social media? Saul Colt, Founder and Creative Director at The Idea Integration Company, certainly thinks so, and he believes we should start by changing how we perceive influencers.

Influencer marketing is potentially very powerful. However, finding the right influencers to advocate for your brand is another ballgame entirely. It’s not enough to find an influencer with a huge following. They should also care about your product and your brand. Saul felt very strongly about this and stated that he would “rather make the influencer than buy the influencer.”

What is more valuable – an influencer with 25k followers who doesn’t care about your brand or a super fan who genuinely loves your brand? It’s easy to become seduced by the size of an influencer’s audience, but is it time to forget the numbers and choose influencers based on the amount of passion they have for your brand? Find out on this episode of the Social Pros Podcast!

In This Episode:

05:48 – Why Saul gravitated towards word of mouth
08:16 – Why people struggle to create conversation and attention
12:01 – Why there must be a strategy behind your tactics
16:35 – Whether social amplifies the cultivation of new ideas and creativity
18:40 – Why it’s better to find advocates for your brand than influencers who don’t genuinely care about your brand or product
27:25 – How the pandemic has changed tactics Saul uses on social media
37:04 – Why brands need to focus on more than just the tools they use

Resources

Get the new State of Marketing report for free from Salesforce
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
Find out how you can launch your first LinkedIn campaign with $100!
Learn more about The Idea Integration Co

Visit SocialPros.com for more insights from your favorite social media marketers.

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Sallie Poggi, Director of Social Media at the University of California, Davis (UC Davis), joins the Social Pros Podcast to talk about social media crisis management and how to cultivate culture change within an organization using social media.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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Use Social Media to Create Positive Change

Do you remember when social media was more like an experiment for brands than a real business strategy? Back then, brands did not grasp the potential that social media offered. Nowadays, social practitioners are a key part of the fabric of an organization.

Sallie Poggi, Director of Social Media at the University of California, Davis (UC Davis), reminisced about a time when social media practitioners weren’t deemed as necessary as they are now. Today, instead of “tweeting in the corner,” we have a seat at the table and help to “make decisions and set strategy from a high level.”

Social media is used for so much more than updating followers about what you had for lunch. When used properly, social media can be leveraged to build relationships and create culture change across an entire organization.

In This Episode:

07:56 – How the social media team at UC Davis operates
11:18 – How Sallie established her own department and how it helped to elevate her at the table
18:15 – What you can do to get other social media communicators on your side
21:48 – How COVID-19 has shifted Sallie’s approach to social media crisis management
26:06 – What social media metrics Sallie tracks
30:04 – How Sallie got the UC Davis Street Team program off the ground

Resources:

Get the new State of Marketing report for free from Salesforce
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
Find out how you can launch your first LinkedIn campaign with $100!
Learn more about UC Davis

Visit SocialPros.com for more insights from your favorite social media marketers.

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Eric SanInocencio, the Associate Commissioner of Strategic Digital Media at ACC, joins the Social Pros Podcast to talk about the impact that COVID-19 has had on the sports industry and how the ACC continues to overcome uncertainty using social media.

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2020 has been a strange year for everyone. Businesses closed, schools shut down, and it was like the world hit pause on everyday life for quite some time. One industry that has been significantly impacted by the global pandemic is the sports industry, with games canceled left, right, and center.

Eric SanInocencio, the Associate Commissioner of Strategic Digital Media at ACC, has learned to navigate the recent changes while leading social media for the Atlantic Coast Conference. The ACC oversees sports for 1,415 schools in the eastern part of the U.S., so you can imagine just how unique and complicated Eric’s role is as the Associate Commissioner of Strategic Digital Media at ACC.

Eric believes that “social media for sports events is the truest version of a sports bar that we have left,” and we couldn’t agree more. Social media allows people to jump into the conversation when they feel like it, which helps sports fans feel like part of a community again.

In This Episode:

05:24 – How ACC’s digital marketing team is structured
07:31 – What Eric’s role as the Associate Commissioner of Strategic Digital Media involves
09:31 – How the different schools get together virtually to discuss best practices
13:31 – How Eric’s team structures content creation and distribution across the team
15:57 – How to continue to have great collaboration within a remote environment
18:42 – How Joe prevents confusion and complications when monitoring and managing so many schools
22:58 – How ACC has dealt with the changing sports schedule since the COVID-19 outbreak
29:26 – How Joe turned the cancellation of the 2020 ACC Men’s Basketball Tournament and turned it into something positive
33:49 – Whether Joe uses paid social to promote the championships and gain exposure, etc.
41:01 – How to deal with negativity on social media

Resources

Get the new State of Marketing report for free from Salesforce
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
Find out how you can launch your first LinkedIn campaign with $100!
Learn more about the ACC

Visit SocialPros.com for more insights from your favorite social media marketers.

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Chief Marketing Officer at Jobvite, Jeffrey Rohrs, joins the Social Pros Podcast to discuss how social media has impacted the recruiting process and why recruiting is the new marketing.

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Whether you want to recruit new employees or new customers, all brands should implement recruitment strategies in their marketing.

Chief Marketing Officer at Jobvite and previous host of this very podcast, Jeffrey Rohrs, believes that recruiting is the new marketing. Promoting and getting the best candidates starts with social media. If you want to reach the most qualified people for the role you want to fill, you must get the “best amplification of the opportunity in the marketplace, and LinkedIn certainly has cracked the code on that.”

Many brands don’t realize that many of the basic recruitment tactics that effectively attract the right people can be used to recruit customers. As more brands pivot to empathetic marketing and spreading messages around diversity, we’re starting to see that more prospects resonate with messages they see on social media. We talk about all of this on this episode of the Social Pros podcast, where Jeffrey makes a comeback and reveals how you can join marketing and recruiting in your social media efforts.

In This Episode:

07:38 – How Jobvite leverages LinkedIn
09:25 – How to get better at merchandising your brand’s opportunities
12:58 – How social media has impacted the recruiting process
17:00 – Why brands should share their employees’ stories
20:57 – How to increase awareness of your brand’s position on diversity and inclusion
23:56 – How Jeffrey promoted the “Summer to Evolve” series on social media
31:08 – How to avoid social, event, and zoom fatigue
38:16 – Why it’s so important to hire for adaptability

Resources

Get the new State of Marketing report for free from Salesforce
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
Find out how you can launch your first LinkedIn campaign with $100!
Learn more about Jobvite
Learn more about The Summer to Evolve series presented by Jobvite
Take the 10 minute assessment – The EVOLVE Talent Acquisition Framework
Read “Audience: Marketing in the Age of Subscribers, Fans and Followers,” by Jeffrey K. Rohrs

Visit SocialPros.com for more insights from your favorite social media marketers.

Audience: Marketing in the Age of Subscribers, Fans and Followers

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Amanda Robinson, the Founder of The Digital Gal, joins the Social Pros Podcast to discuss her new book, “Ultimate Guide to Social Media Marketing,” and the power of messenger chatbots, and why more businesses need to embrace this incredible technology.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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Everyone has a superpower. You could be a master on Instagram, a LinkedIn expert, or a pro at social media marketing. Whatever your superpower is, you need to find it and leverage it. However, although your powers may reside with one social platform, you need to know what’s going on around you.

Amanda Robinson, the Founder of The Digital Gal, suggests that every social pro must identify their superpower and then strive to understand other platforms. If you just operate in your lane, you won’t be prepared to handle something unexpected up ahead.

In this episode, we talk to Amanda, The Digital Gal herself, about her new book, “Ultimate Guide to Social Media Marketing,” and how to use Facebook ads and messenger bots for maximum results. Many people misconstrue messenger bots to be invasive and problematic. According to Amanda, that’s not what a messenger bot is at all – “A messenger bot is about giving - giving back to people, giving value, giving a better experience, & giving faster information.”

In This Episode:

04:16 – The challenges of writing a book about social media
06:24 – Why you need to find your social media superpower while having general knowledge about other platforms
09:47 – What people are doing wrong on social media
13:59 – What messenger marketing chatbots are and what you need to know about them
21:59 – How to manage messenger marketing chatbots
26:02 – How to measure the performance of chatbots
30:58 – How to convince others about the value and importance of chatbots
33:30 – How Amanda’s workshop students differ from those that came before

Resources

Get the new State of Marketing report for free from Salesforce
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
Learn more about The Digital Gal
Read “Ultimate Guide to Social Media Marketing”

Visit SocialPros.com for more insights from your favorite social media marketers.

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Jessica Leachman, Global Social Media Insights & Analytics at a Global Biotech Company, joins the Social Pros Podcast to talk about how to structure social media success on a global scale.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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It is almost impossible to be successful in social unless you believe in the mission of your organization. Jessica Leachman, Global Social Media Insights & Analytics at a Global Biotech Company, is emotionally invested in the outcomes of the organization she works for in a genuinely palpable, powerful, and persuasive way.

Jessica works for a major pharmaceutical and biotech company, and being passionate about the organization is about more than merely wanting the organization to be profitable and successful. Jessica cares about saving lives. Her genuine care for people has motivated her to build the company’s wildly successful social media presence so that they can reach, engage, and help even more people.

If you’ve been looking for a masterclass on how to do social media for a large multinational cooperation, this is the episode you’ve been waiting for. Even if you are a social practitioner for a small business, there is a lot of powerful insights that you can take from this episode and use in your own business.

In This Episode:

04:27 – How this Global Biotech Company is organized in terms of social media
06:41 – What social channels are used to reach patients and caregivers vs. medical professionals
08:48 – How social media adoption and integration has evolved
10:27 – How Jessica and her colleagues interact with social channels that are popular in other countries
11:50 – An insight into how the organization engages with their audience on social media
15:09 – Specific social media restrictions that must be followed
17:13 – How Jessica built a social strategy that incorporates the global nature of her role
22:13 – How to use the 80/20 rule to maximize social media success
24:32 – How doing social media right can save an organization money
31:08 – How social listening has helped this global organization find new ideas, concepts, and content
36:42 – How the world of dance and social media collides

Resources

Get the new State of Marketing report for free from Salesforce
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
Jessica’s LinkedIn profile

Visit SocialPros.com for more insights from your favorite social media marketers.

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Jenn Herman, Instagram Expert from Jenn’s Trends, joins the Social Pros Podcast to discuss how Instagram’s core strategies have not changed in years and what businesses can do to grow their accounts.

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Since its launch back in 2010, Instagram has continued to reign as one of the most popular social media platforms of all time. One billion people use Instagram each month, and although the platform often releases new features, it has stayed very true to its origins.

Instagram is about so much more than sharing photos and videos with friends and family. It has become a vital tool for businesses that leverage Instagram’s features to reach new audiences and engage with existing customers.

Jenn Herman is an Instagram Expert and the world’s forefront blogger on Instagram marketing. She claims that although small things have changed (the introduction of Instagram Reels, for example), the platform’s core strategies have not changed in years. You can still use the same core strategies to help grow your account and gain a following.

In This Episode:

03:24 – How Jenn helped write “The Ultimate Guide to Social Media Marketing”
05:41 – How Instagram’s core strategies have not changed in years
07:06 – Why you shouldn’t post TikTok content on Instagram Reels
10:41 – How to create authentic reels
13:25 – Whether it’s time for brands to post more light-hearted content
16:09 – Why TikTok and Instagram usage has increased during the pandemic
22:23 – How Jenn and her co-writers wrote their book virtually and how they segmented topics
29:15 – How to keep a book about social media marketing relevant and up-to-date

Resources

Get the new State of Marketing report for free from Salesforce
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
Learn more about Jenn’s Trends
Read “The Ultimate Guide to Social Media Marketing”
Read Jenn’s book, “Instagram For Business For Dummies”
Read Jenn’s book, “Instagram For Dummies”

Visit SocialPros.com for more insights from your favorite social media marketers.

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Jason Dorsey, the President and Lead Researcher of The Center for Generational Kinetics, is our guest on this fascinating episode of the Social Pros Podcast. We discuss how Gen Z thinks when it comes to digital and social, and what brands can learn about selling and marketing to Gen Z.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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Are you still trying to figure out how to reach and connect with Gen Z? New generations are rapidly changing how brands engage with their audiences. The problem is, for many brands, younger generations are still a vast mystery.

Jason Dorsey, the President and Lead Researcher of The Center for Generational Kinetics, potentially knows more about Gen Z than anyone on the planet. He can pinpoint the fundamental differences in how Gen Z thinks about digital and social, and it is manifestly different from what many of us might think.

By studying generations closer and developing a better understanding of how they think, you will be in a much stronger position to create marketing messages that target new generations. Jason shares one truth bomb after another in what is potentially one of the most fascinating episodes of Social Pros that we’ve ever done.

In This Episode:

03:55 – The foundational impact that social media has had on Gen Z
07:21 – How to craft social media messages that Gen Z want to engage with
13:25 – How Gen Z’s can be influential to older audiences that brands want to attract
17:50 – Why Gen Z trusts social media influencers, even though they’re being paid
21:02 – How Gen Z alters their behavior and choices based on online reviews
25:46 – Why brands must agree on the non-negotiables of their organization before deciding what to post on social media
30:38 – How to balance your social media content in a way that attracts Gen Z

Resources

Get the new State of Marketing report for free from Salesforce
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
Learn more about The Center for Generational Kinetics
Visit Jason Dorsey’s personal website
Read ‘Zconomy’ by Jason Dorsey

Visit SocialPros.com for more insights from your favorite social media marketers.

Zconomy: How Gen Z Will Change the Future of Business―and What to Do About It

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Anna Hrach, Content Strategist at Convince & Convert, sits on the other side of the microphone for this episode of the Social Pros Podcast to discuss how her and the team built an app that has the potential to help reduce the spread of COVID-19.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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Research is key to success

Never underestimate the power of research. Yes, intuition and going with your gut instinct can help you reach greater heights on social media, but research is what will help you achieve your biggest goals.

Content Strategist at Convince & Convert, Anna Hrach, leveraged the power of research to do something truly remarkable. Since the start of the COVID-19 outbreak, it’s become vitally important to help reduce the spread of the virus by listening to advice from medical professionals such as wearing a face mask and following social distance rules.

However, Anna and the team at Convince & Convert took it one step further by helping our client, The University of Arizona, launch an app that alerts you when it suspects you may have had potential exposure to COVID-19 from somebody who has tested positive. It’s a ground-breaking app and one that can potentially help reduce the spread of the virus and save thousands of lives. Hear all about it on this episode of Social Pros with the wonderful, Anna Hrach.

In This Episode:

04:13 – Anna describes her role as a strategist at Convince & Convert
05:11 – How the COVID Watch Arizona app came about and how it works
07:46 – The important role of developing and utilizing research to help get the app up and running
09:21 – How the five distinct segments of the college student population were believed to interact with the app differently
12:43 –Why it was so important to use assets and messaging that reflected how students communicate with each other
14:25 – The mechanics of the second set of assets that other parts of the campus could use and why this approach was so effective
16:58 – How student influencers helped to spread awareness of the app amongst their peers
19:42 – How we used social listening to help answer people’s questions about the app
24:33 – How the app was received in terms of downloads
28:04 – What Anna would have done differently back when the app first rolled out

Resources:

Get the new State of Marketing report for free from Salesforce
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
Learn more about The University of Arizona
Find out more about the Covid Watch Arizona App

Visit SocialPros.com for more insights from your favorite social media marketers.

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Stephanie Liu, the Founder of Lights, Camera, Live, is our special guest on this episode of the Social Pros Podcast, where she reveals the best practices for live streaming and how to make the most of your live stream content.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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Is there more to live streaming than the ‘going live’ part? Stephanie Liu, the Founder of Lights, Camera, Live, knows more about live streaming than anyone we’ve ever had on the show.

Hosting a live stream is one thing, but it’s what you do with that content after the ‘lights go out’ that really matters. Stephanie talked about the importance of repurposing your live stream content because “when you’re top of mind, you’re tip of tongue.” Repurposing content is like creating “digital confetti” that you can spread all over the internet.

Live streaming is one of the best ways to show your audience your expertise and authenticity, making it so much easier for them to build rapport with you. Stephanie shares many useful tips from pre-production to what you can do to build on the original content you have created.

In This Episode:

05:30 – The benefits of live vs recorded video
06:34 – Whether episodic live content performs better than single execution live streaming
08:34 – Stephanie shares her ultimate 10x10 formula for episodic content
10:24 – What social channels are better suited for live streaming
14:51 – How Stephanie’s company faced the growing desire to live stream as a result of the pandemic
16:38 – How to promote your live streams
19:08 – Why you should focus on your bare-bone basics to get started with live streams
22:18 – How to repurpose your live stream content
25:38 – Why social pros have to be open to experiment
27:29 – Why you shouldn’t be so quick to dismiss your own opportunities

Resources

Get the new State of Marketing report for free from Salesforce
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
Launch your first LinkedIn campaign with $100!
Find out more about Lights, Camera, Live
Read Stephanie’s book, ‘Ultimate Guide to Social Media Marketing’

Visit SocialPros.com for more insights from your favorite social media marketers.

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Shasta Nelson, Friendship Expert, Speaker & Author, joins this episode of the Social Pros Podcast to talk about the importance of cultivating meaningful friendships with our co-workers and how our relationships impact our health, happiness, longevity, and personal growth.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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Cultivate Workplace Friendships

Did you know that 70% of our happiness comes down to our relationships? Yet, we often focus more on the remaining 30% and neglect to give the other 70% the attention and effort it really deserves.

If you want to be an overall happier and healthier person, Friendship Expert, Speaker & Author, Shasta Nelson, believes it starts and ends with your friendships. As adults, we spend a lot of our time at work. We meet the same people every day and we strike up the same small chat around the water cooler. However, in a world where loneliness is on the rise even before the pandemic, it’s becoming increasingly difficult to foster meaningful relationships in the workplace.

Shasta states that it’s “almost impossible to be happy if you don’t have meaningful relationships,” and provides compelling evidence to support her claims that having friends at work makes you a better and happier person.

In This Episode:

05:52 - Why Shasta is so passionate about helping others cultivate friendships at work
08:24 - Why some companies fail to facilitate friendships within the workplace
13:27 - The correlation between sales success and relationship building with clients
15:52 - The three requirements that every healthy relationship needs
20:24 - How these three relationship requirements correlate with how you should express your brand on social media
25:19 - Whether working from home makes it more difficult to make friends
28:13 - Shasta shares tips for managers for building positivity in the team
31:30 - How we should adjust what we’re doing within our relationships in light of the pandemic
35:20 - How Shasta creates and shares engaging content for social media

Resources:

Get the new State of Marketing report for free from Salesforce
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
Find out how you can launch your first LinkedIn campaign with $100!
Learn more about Shasta on her website
Read Shasta’s book, ‘The Business of Friendship’

Visit SocialPros.com for more insights from your favorite social media marketers.

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Uzair Hasan, the Sr. Paid Media Manager at Edible Arrangements, joins the Social Pros Podcast to talk about how his scrappy social media team leads the way with innovative and creative ideas.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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SocialMedia.org

Full Episode Details

Believe it or not, there was a time when businesses doubted whether they actually needed a social media team at all. Nowadays, brands and organizations have realized that they don’t just need a presence on social, but that social media needs to be a key part of their marketing strategy.

The good news is that your company does not need a huge social team to make your brand known. Small social teams can have massive impact and Uzair Hasan, the Sr. Paid Media Manager at Edible Arrangements, has got evidence to prove it. He and his small social team have made history within the company, breaking sales records and expanding the company’s online presence.

Thanks to the team’s scrappy attitude, they have managed to leverage the true power of social and fuel brilliant results. Since it’s a relatively small team, being scrappy and wearing a lot of different hats has attributed to the team’s undeniable success.

In This Episode:

03:03 – What Edible Arrangements is and how the company works
04:34 – How the social media team works with marketing and communication colleagues to build a genuine relationship with the company’s audience
06:06 – How to advertise and market to Twitch consumers
13:20 – How being ‘scrappy’ has helped the social team come up with new and innovative ways to engage people
17:24 – How franchisees create their own social channels and how everything remains aligned
21:35 – How the social team educated and empowers the franchisees
23:45 – How Edible Arrangements and franchisees handle customer data
27:32 – How to measure conversations and engagement on social
30:40 – How Uzair’s team diversifies their marketing budget and strategy
33:12 – Uzair predicts how social media at Edible Arrangements will evolve

Resources:

Get the new State of Marketing report for free from Salesforce
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
Find out more about Edible Arrangements
Read ‘Creativity, Inc’ by Ed Catmull

Visit SocialPros.com for more insights from your favorite social media marketers.

Creativity, Inc.: Overcoming the Unseen Forces That Stand in the Way of True Inspiration

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Nick Dimichino, the Social Media Lead at Square, is our guest on this episode of the Social Pros Podcast, where we talk about how brands can use simple technology to capture and share customer stories on social media.

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Everyone has a story to tell and sharing customer stories with the world is one of the most effective and cost-efficient ways to market your brand on social media. But how can you share customer stories in a world where it’s becoming increasingly difficult to interview customers?

Nick Dimichino, the Social Media Lead at Square, has found new and innovative ways to share customer stories. He has created a unique voicemail line that sellers can call and leave their stories, many of which are incredibly powerful and moving to listen to. Square has helped revolutionize businesses and because of this, they have no issue finding new storytelling opportunities.

Nick shares how he and his team find new stories to share on social, which has helped the company build an unbreakable reputation, gain recognition and win national awards.

In This Episode:

03:26 – How the Square social media team is structured
05:54 – Nick shares his thoughts on how Square implemented social in the earlier days
13:25 – How Square conveys customer stories on social media
17:41 – How to find new customer stories during the pandemic
25:54 – How the way that Square communicates with their audience has pivoted since COVID-19
31:24 – Nick discusses the campaign around businesses in Flint
37:55 – How Nick got his senior leaders on board for the campaign

Resources

Get the new State of Marketing report for free from Salesforce
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
Learn more about Square

Visit SocialPros.com for more insights from your favorite social media marketers.

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Ryan Boyles, the Senior Social Media Strategist at IBM / AI Applications, joins the Social Pros Podcast to discuss how IBM uses social to connect with their audience.

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Use Social Media to Create Connections

Creating meaningful connections with customers and prospects is something that every brand should actively try to achieve. The good news is that you already have the perfect tool to foster relationships and connect with customers - social media.

Ryan Boyles, the Senior Social Media Strategist at IBM/AI Applications, understands the power of social media and how to leverage social platforms to find and connect with ideal customers. However, it’s not just the social media team that needs to become ‘social pros’ – everyone in the organization from the top down must be ‘plugged into social.’

The way that brands use social media has evolved and more leaders and executives are embracing and engaging with customers and prospects on social media platforms. This is great news for any social practitioner who once struggled to convince their leaders about the true value of social media.

In This Episode:

05:47 – How IBM uses weather data
07:34 – How Ryan interacts with other social media managers from different operating divisions within the business
11:20 – How IBM manages various social media accounts
14:33 – How IBM’s employee advocacy program has evolved over time
16:48 – Insights into IBM’s account-based marketing content and tactics
20:44 – Why IBM decided to abandon Facebook
22:46 – How to leverage LinkedIn Live and measure performance
28:32 – Ryan talks about the 50th anniversary of the Apollo program
31:31 – What it was like being on the frontlines of social media evolution

Resources:

Get the new State of Marketing report for free from Salesforce
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
Get your copy of “50 Best Practices for Email Marketers”
Find out how you can launch your first LinkedIn campaign with $100!
Learn more about IBM

Visit SocialPros.com for more insights from your favorite social media marketers.

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Jenny Fowler, Director of Social Media Strategy at MIT, joins us on Social Pros to discuss how she makes social content for this academic stalwart accessible, engaging, and consistent.

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Accessibility and organization

Managing social for an historic institution like MIT requires agility, clear-thinking, and great strategic planning. In Jenny Fowler, Director of Social Media Strategy, they have all of those essential skills and a whole lot more.

Jenny is the only dedicated social media resource at MIT, with no direct reports, but coordinates over 200 department communications professionals to keep MIT’s voice, content, and purpose consistent across every channel. As she says in this episode, “my philosophy has always been to empower my community to succeed.”

Social media in higher education is a different beast to many other sectors, but Jenny has tamed it with grace and intelligence. Walk a mile in her shoes with this episode of Social Pros and you’ll be sure to pick up some fascinating tips and tricks along the way.

In This Episode:

05:40 – How social is structured at MIT, with Jenny as the only full-time dedicated resource
08:13 – How Jenny shares her expertise with the 200 departmental communications teams that produce social content
11:18 – MIT’s most strategically-important platforms
19:05 – Which metrics matter for Jenny – and why strategy is always the deciding factor
26:08 – How MIT are using social to communicate essential information in the pandemic
29:22 – Why being asked to “work your social media magic” isn’t innocent, but indicative of a deeper ignorance of social media professionals’ role and skills
37:36 – How Jenny uses social to make complex academic topics more accessible
39:45 – How Jenny started exploring MIT’s TikTok strategy

Resources:

Get the new State of Marketing report for free from Salesforce
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
MIT's Social Media Hub

Visit SocialPros.com for more insights from your favorite social media marketers.

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Sonja Likness, the Director of Social Media & Content Strategy at Duke University (Communications Office), joins the Social Pros Podcast to discuss how she runs social media at a major university with numerous departments, collaborators, and over 15,600 students.

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Coordinating social media content across campus with a large number of departments is no easy feat. However, Sonja Likness, the Director of Social Media & Content Strategy at Duke University, has created a seamless structure that upholds the university’s reputation while still giving departments their own voice on social.

As Sonja stated in this episode of the podcast, “a part of my job is to educate, give best practices, consult when they run into trouble, and to facilitate everybody talking to each other.**”

Social media practitioners can learn a lot from Sonja, who effectively structures countless collaborators on campus covering a range of different topics and navigates social for a popular university with approx. 15,634 students – not to mention, juggling all of this and keeping everything aligned during a global pandemic. Hear how she does it without breaking a sweat on this fascinating episode of Social Pros.

In This Episode:

04:14 – How Sonja coordinates social content across campus
06:16 – How Duke University’s ‘social media working group’ works together
07:26 – How audience prioritization differs across different social media platforms
12:57 – Why additional governance is necessary when approaching profound topics such as COVID-19
15:07 – How Duke University leverages influencers and user-generated content
18:13 – How Sonja’s team are creating new video content during the pandemic
20:40 – How Duke University uses highly-polished video content vs. authentic video content
23:38 – The importance of social listening
27:40 – Why (and how) Sonja builds relationships with key social media leads across campus
32:40 – How Duke University targets graduate students with social media marketing

Resources

Get the new State of Marketing report for free from Salesforce
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
Take Salesforce’s quiz – Einstein’s Guide To AI Use Cases
Learn more about Duke University

Visit SocialPros.com for more insights from your favorite social media marketers.

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Tatiana Holifield, the VP/Head of Digital Strategy at Pacers Sports & Entertainment, is our guest on this episode of the Social Pros Podcast, where we talk about how the Indiana Pacers leverage social, coordinate teams, and how they have diversified their organization.

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Life as a social media practitioner is not as glamorous as the Instagram superstar influencers would have you believe. The reality of being a social pro in modern society is that you’re going to be glued to your phone (or laptop, tablet, etc.) 24/7. So, if you want to become a successful social media professional, you must live and breathe social.

Tatiana Holifield, the VP/Head of Digital Strategy at Pacers Sports & Entertainment, is a force to be reckoned with and is making a huge impact on the way the Pacers use social media. She has helped to structure new roles, coordinate teams, build compelling content and brand strategies, and so much more. Although she loves her job and has a genuine passion for social media, Tatiana admits that life as a social pro can be quite taxing.

As Tatiana states in this episode, if you want to become a social pro, you must be prepared for the busy lifestyle that comes with it. As a social pro, you’ll wear multiple hats and you’ll have to learn how to balance every facet of the job with your personal life.

In This Episode:

05:47 – How Tatiana approaches managing multiple brand’s social media accounts
07:22 – How Pacers structure their teams and roles within the organization
10:45 – How Tatiana and her team measure the performance of their content
14:04 – How content creation has changed for the Pacers in light of COVID-19
22:55 – A look at the level of coordination being done between different business entities of the league
26:25 – How important paid social is to the Pacers
30:13 – How the Pacers engage with fans on Reddit
38:10 – Tatiana explains their KPI ‘total footprint growth’ and what it measures
40:05 – How the Pacers have diversified their workforce

Resources

Get the new State of Marketing report for free from Salesforce
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
Find out how you can launch your first LinkedIn campaign with $100!
Connect with Tatiana on LinkedIn
Find out more about the Pacers and upcoming games

Visit SocialPros.com for more insights from your favorite social media marketers.

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Luka Dukich, the Director of Content for the Chicago Bulls, is our guest on this episode of Social Pros, where we talk about why being adaptable is key for social media success no matter what’s going on in the world.

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Are you adaptable on social media?

Adapting to change quickly is something that we’ve all had to master since COVID-19 replaced ‘normal life’ with a great level of uncertainty. But we didn’t just adapt our personal lives to reflect recent changes in the world, we’ve also had to adapt our social media presence.

Luka Dukich, the Director of Content for the Chicago Bulls, has managed to adapt the sports team’s entire social media strategy in response to recent changes with poise, professionalism, and a level of success we can all aspire to.

Luka understands that you “can’t control what you can’t control,” and has found other ways to get creative on social even when no games are going on. He has done an incredible job maintaining and, in many cases, increasing fan engagement across the team’s social media channels.

In This Episode:

05:40 – A look at the unusual content schedule for social pros at the Chicago Bulls
07:49 - How Chicago Bull’s social media team is structured
13:11 – Why Chicago Bulls have other social media accounts separate from the main accounts
20:18 – How they track the demographics of their different social media accounts
22:05 – How Chicago Bull’s content strategy has pivoted in response to COVID-19
29:55 – How Luka and his team engage with their fans on social
33:44 – How Luka handles video and photo rights in publishing
36:05 – How Luka’s agency experience prepared him for his current role
41:03 – How ‘The Last Dance’ impacted the Chicago Bulls

Resources:

Get the new State of Marketing report for free from Salesforce
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
Download Salesforce’s e-book “Boost Sales Productivity: Get More from Your Sales Team"
Find out how you can launch your first LinkedIn campaign with $100!

Visit SocialPros.com for more insights from your favorite social media marketers.

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Neal Schaffer, the President of PDCA Social, joins the Social Pros Podcast to talk about how brands and businesses can leverage influencers in their marketing efforts and effectively navigate through ‘the age of influence’ we currently find ourselves living in.

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The Age of Influence

If you want people to hear about your brand and talk about your brand, you need to leverage influencers as part of your marketing.

Neal Schaffer, the President of PDCA Social and a leading authority on digital transformation, believes that brands should view influencer marketing as a commitment, not just a campaign. Social media has given a voice to all types of followers with different audiences. Chances are, there is an ideal influencer out there who has the influence and authority to help put your brand in front of the right people.

Neal Schaffer knows exactly how you can identify and engage with the right influencers for your brand and openly shares his best tips to help you create and implement a highly effective influencer marketing plan – including some major influencer marketing mistakes you might want to avoid!

In This Episode:

06:05 - What ‘the age of influence’ means for brands, business owners, and marketers
08:03 – How Neal defines influence
12:08 – How B2B brands can leverage influencer marketing
16:27 – Tips to help you identify the right influencer for your brand
19:53 – How to work effectively with influencers
22:45 – What departments of an organization should have a role in managing a successful influencer marketing strategy
25:32 – Advice for leveraging influencers during COVID-19
27:45 - Why you should focus on turning influencers into brand advocates
31:02 – How to structure your ‘influencer marketing budget’

Resources:

Get the new State of Marketing report for free from Salesforce
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
Find out how you can launch your first LinkedIn campaign with $100!
Visit Neal’s website to learn more about him and his work
Read Neal’s new book, The Age of Influence

Visit SocialPros.com for more insights from your favorite social media marketers.

The Age of Influence: The Power of Influencers to Elevate Your Brand

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Laurie Meacham, the Manager of Customer Support at JetBlue, joins the Social Pros Podcast to talk about the importance of empathetic marketing and showing humanity towards customers on social media.

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Remember to have humanity

When COVID-19 hit, many brands were not prepared for handling a crisis of this scale. It was uncharted territory for many of us and it still is. COVID-19 has not ‘gone away’ and as social practitioners, we have had to scramble to adjust and fine-tune our content in response to the COVID-19 crisis.

From postponing brand announcements to canceling live events and adjusting content calendars, it has not been an easy transition, to say the least. However, one thing that I think we can all agree on is the undeniable importance of aligning your social customer services in response to the crisis.

Customers are firing more questions at brands than ever, and they’re using social to do it. Laurie Meacham, the Manager of Customer Support at JetBlue, has handled social customer service during COVID-19 perfectly. Think about it, this is a company that, like many others, has been hugely impacted by the global pandemic. Flights were (and still are in some cases) presumed canceled, and people are hesitant to even step foot on a plane. But, above all else, customers want answers, and Laurie and her team are right there, in the trenches of social media, to answer customers questions and show humanity during a highly stressful and uncertain time.

In This Episode:

04:27 - How JetBlue’s virtual customer support team is structured
09:08 – A look at how JetBlue’s remote workforce has operated for over 20 years
11:23 – Tips for working remotely and managing a remote team
13:33 – How the ‘rules of engagement’ have changed
16:58 – How JetBlue have handled customer service on social during COVID-19
22:08 – How the ratio of ‘social media chatter’ has changed lately
24:36 – What channels consumers are using to get in touch with JetBlue’s customer service team
27:36 – How people have shown support (or a lack thereof in some cases) during COVID-19
31:34 – How JetBlue’s ‘Healthcare Heroes Programme’ works

Resources:

Get the new State of Marketing report for free from Salesforce
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
Download Salesforce’s free eBook – “50 Best Practices for Email Marketers”
Learn more about JetBlue

Visit SocialPros.com for more insights from your favorite social media marketers.

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Michael Stelzner, the Founder of Social Media Examiner, joins the Social Pros podcast to talk about the 2020 Social Media Marketing Industry Report and why video may be the only viable place to innovate in social media.

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Are you innovative on social media?

Video is one of the most effective ways to pull people into your content. If you’re not already incorporating video in your social media marketing, you risk missing out on opportunities for real growth, engagement, and innovation.

Michael Stelzner, the Founder of Social Media Examiner, started with a blog, which quickly became one of the most popular blogs about social media in the world. Since then, Mike and his team have pivoted toward video and for good reason. Video is where innovations are happening on social and Mike went as far as claiming that video is the only area where we’re seeing a lot of innovation on social media.

We dive into all of this further on this episode of Social pros, where we take a look at some key findings from Social Media Examiner’s 2020 Social Media Marketing Industry Report, which surveyed more than 5,200 marketers about how they use social media.

In This Episode:

02:43 – Why Social Media Examiner are holding an online Instagram Summit
08:52 – Why live videos have dropped in popularity recently
13:49 – Why marketers should pay more attention to YouTube
19:24 – How Social Media Examiner repurposes videos into full-length articles
21:03 – How brands can decide where to focus their efforts
23:52 – The problem with messenger bots
30:24 – The changing usage of social media in 2020
35:56 – Why video may be the only innovative medium on social media
37:27 – Whether marketers are likely to ‘take the TikTok plunge’

Resources:

Get the new State of Marketing report for free from Salesforce
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
Download Social Media Examiner’s 2020 Social Media Marketing Industry Report
Find out more about the Instagram Marketing Summit
Listen to the Social Media Marketing Podcast
Listen to Episode 397 of Social Pros with Michael Stelzner

Visit SocialPros.com for more insights from your favorite social media marketers.

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On this special encore episode of the Social Pros Podcast, we’re joined by Lisa Blackshear, Sr. Vice President of Communications, Digital Media at Comcast, to talk about how to build and manage an incredible social care team.

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Create Authentic Social Care Teams

Providing outstanding customer care has never been easier thanks to social media. Before the internet, a telephone call was the best way for brands to interact with their customers. Nowadays, customers are more inclined to ‘hit you up’ on social rather than choose to speak to you over the phone.

Social media customer care is critical, so how can you make sure your social care team is performing at the highest standard?

Lisa Blackshear, Sr. Vice President of Communications, Digital Media at Comcast, is our guest on this throwback episode of the show. Lisa runs what could possibly be one of the largest customer care programs in the country with over 400 agents interacting with customers and resolving issues across every social channel imaginable.

With everything going on in the world right now, having a strong customer care team in place is so important and providing genuine, human interactions is what will set you apart from your competition and keep customers coming back for more.

In This Episode:

05:20 - How to build an amazing social care team
09:17 - How engagement on social has evolved alongside customer expectations
14:08 - How Comcast’s social care team adapts their customer’s tone to create personal and authentic interactions
20:41 - How your customer care team can coordinate multiple touchpoints with customers
24:14 – What social channels Comcast’s social care team is most active
29:05 - How to use customer interactions to improve your social care team’s performance
32:56 - How to effectively coordinate between the social care team, communications/PR, and branding

Visit SocialPros.com for more insights from your favorite social media marketers.

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Tiffany Rivers, the Social Media Manager at Boys & Girls Clubs of America, joins the Social Pros Podcast to talk about how she and her team has leveraged social to bring over 4000 clubs together during difficult times.

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Social Unites

Not everyone agrees with each other on social media. Spontaneous (and often heated) debates can spark from the most unlikely post or tweet. So, who would have thought that when COVID-19 sent millions into isolation that social media would be the very thing that helps bring people together?

Social has played a significant role in bringing families, friends, and colleagues together during an incredibly difficult time. Tiffany Rivers, the Social Media Manager at Boys & Girls Clubs of America, has managed to successfully leverage the power of social to bring over 4000 clubs together to support one worthy cause.

As you can imagine, this was no easy feat considering each of the 4000+ clubs are in different locations around the country, each with their own CEO, leadership, and teams. So, how did Tiffany work with all of these clubs to ensure everyone told the same story in unison so that they could continue their work helping make great futures a reality for America's youth? Find out on this inspiring episode of Social Pros!

In This Episode:

03:50 – How Tiffany works with marketing and communications colleagues
09:26 – How to change an organization’s view on social media
12:37 - How the clubs leveraged internal talent, virtual programming, and social during COVID-19
18:45 – Why it’s so important to come together during difficult times
20:47 – Tiffany talks about the club’s partnerships with people such as Denzel Washington, Katy Perry, and Beyoncé
28:00 – How to determine what messages go out on which social channels
33:08 – How Tiffany makes sure that messages are consistent across all 4000+ clubs

Visit SocialPros.com for more insights from your favorite social media marketers.

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Adrian Parker, Global VP of Marketing for Patrón Tequila, joins the Social Pros Podcast to talk about how he leads all of the marketing for the #1 most talked about spirits brand in the world.

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Prepare for the Unpredictable

Social is a multi-disciplinary job. If you want to build an enviable career for yourself in social, you’ve got to become a ‘pro’ at more than just the social aspect of your role. You must become fluent in most (if not all) corners of marketing, advertising, media, and business.

Adrian Parker, Global VP of Marketing for Patrón Tequila, has gone from managing and writing tweets for RadioShack to leading all of the marketing for one of the most well-known luxury spirits brands in the world. He is living proof that you can make social a successful career, you just need to have the passion, drive, and motivation to make it happen.

Patrón Tequila is far from a digital marketing business. However, they understand the crucial role that social plays when it comes to their branding and connecting with their customers online and during times when face-to-face interactions are limited at best.

In This Episode:

05:03 – How important it is for brands to deliver superb digital experiences
11:05 – How marketing and consumer behavior have changed over the last few months
21:29 – How Patrón Tequila use social and marketing communications to measure the impact of recent changes (COVID-19) on consumers and stakeholders
24:39 – How COVID-19 will change how brands prepare for the unpredictable in the future
29:36 – How Patrón Tequila’s marketing mix has evolved
33:19 – What social has taught Adrian about marketing
37:57 – How Adrian deploys his social media team

Resources:

Get the new State of Marketing report for free from Salesforce
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
Download Einstein's Guide To AI Use Cases from Salesforce
Visit Patrón Tequila’s website
Visit Adrian Parker’s website

Visit SocialPros.com for more insights from your favorite social media marketers.

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Chad Parizman, the Head of Social Media & Digital Communications at Pfizer, joins the Social Pros Podcast to talk about how brands can launch a successful employee advocacy program.

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Staff can help generate exposure for brands using their online assets, such as social media, to help increase a brand’s reach and influence. Activating employees as marketing assets in this way, can stir incredible results for your business.

But where should you start with employee advocacy?

Chad Parizman, the Sr Director, Digital Activation at Pfizer, believes that successful employee advocacy starts from the top-down. It’s very difficult to build employee advocacy from ‘the bottom-up.’ You really need to secure support from senior leadership to help launch and maintain a successful employee advocacy program.

In this episode:

06:13 – How Pfizer’s workflow for digital content has changed in light of COVID-19
08:57 – How Pfizer’s overall view on the importance of social has adapted over the last few years
11:48 – How the leadership team at Pfizer supported the launch of the company’s employee advocacy program
12:33 - Chad shares amazing tips to help you get an employee advocacy program off the ground
15:29 – A closer look at the intersection of social and executive communications at Pfizer
20:26 – Why it’s so important to give employees a voice
22:40 – How Pfizer is using podcasting for internal communications
28:03 – How Pfizer approached external podcasts related to vaccines
37:55 – Innovative ways Pfizer uses internal podcasts

Resources:

Get the new State of Marketing report for free from Salesforce
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
Download Salesforce's free eBook - "50 Best Practices for Email Marketers"
Learn more about Pfizer

Visit SocialPros.com for more insights from your favorite social media marketers.

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AJ Wilcox, Founder of B2Linked, a LinkedIn Ads-specific ad agency, joins the Social Pros Podcast to discuss how you can supercharge your next LinkedIn Ad campaign.

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LinkedIn Ads can get your business in front of the right people, but with so much ‘best practices for LinkedIn Ads’ swarming around the internet, what advice should you listen to and what should you ignore?

AJ Wilcox is a LinkedIn Ads pro and Founder of B2Linked, a LinkedIn Ads-specific ad agency. AJ is one of the most honest people in the industry and he knows exactly what you need to do to supercharge your LinkedIn Ads. His number one piece of advice? Don’t listen to LinkedIn! Their main goal is to make money and their carefully placed default suggestions will lead to unnecessarily high ad spend and not much return on investment.

So, if you shouldn’t listen to LinkedIn when it comes to building your ad campaign, who should you listen to? Well, you can start by listening to this episode of Social Pros. AJ shares lots of honest advice for building successful ad campaigns on LinkedIn and as someone who has managed some of the world’s largest LinkedIn Ads accounts worldwide, his advice is golden.

In This Episode

06:31 – How LinkedIn Ads compares to other platforms in terms of optimization
09:41 – Whether LinkedIn’s cost-per-click is likely to increase or stabilize
10:43 – Why LinkedIn Live is gaining a lot of traction and engagement
12:52 – A closer look at the new ad formats and purchasing options
17:15 – How LinkedIn has evolved
18:58 – How to target LinkedIn Ads
22:51 – A few of the superior calls to action you can use in LinkedIn Ads
25:40 – Why you shouldn’t listen to LinkedIn when building your ad campaign
28:21 – Who is most likely to resonate and click on LinkedIn Ads
29:46 – How to use LinkedIn to help achieve your goals (get more views on a post, find a new career, etc.)
32:30 – What your starting budget should be when leveraging LinkedIn Ads

Resources:

Get the new State of Marketing report for free from Salesforce
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
Download Salesforce’s e-book, ‘Einstein’s Guide to AI Use Cases’
Listen to new episodes of the Standing Ovation podcast
Visit B2Linked’s website
Listen to The LinkedIn Ads Show podcast

Visit SocialPros.com for more insights from your favorite social media marketers.

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Tressie Lieberman, Vice President, Digital Marketing and Off-Premise at Chipotle, joins the Social Pros Podcast to discuss how the popular taco and burrito chain acquired outstanding feedback and engagement from a single TikTok promotion.

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No matter how much of a ‘social pro’ you are, you won’t get far without the help of an incredible social media team.

Someone who understands this better than anyone is Tressie Lieberman, Vice President, Digital Marketing and Off-Premise at Chipotle. Tressie and her team have helped Chipotle (the masterminds behind the world’s greatest tacos and burritos) skyrocket social engagement through smart influencer marketing, active social listening and genius promotions.

One of these promotions has amassed over 1.4 billion views on TikTok (yes, you read that correctly). On this delicious episode of the show, Tressie reveals the ingredients that went into creating such a wildly successful social media promotion and doesn’t hold back on sharing her best insights and tips for B2C brands who want to reach the same level of success.

In This Episode

04:52 – The key role that communication plays when juggling multiple locations and employees
06:02 – How Chipotle uses social as an integral tool to learn more about their customers
08:40 – How Chipotle segment their target audiences by channel
09:39 – A look at how the social team at Chipotle operates across different channels and expertise
13:35 – What Chipotle looks for in an ‘ideal influencer’
16:46 – How Chipotle gained 1.4 billion views for a single promotion on TikTok
24:37 – How Chipotle set up their initial colonization plan for TikTok
27:00 – How the customer service team gets involved in social
31:59 – How Chipotle’s legal team helps to guide the company in terms of contracts and other relevant factors

Resources:

Get the new State of Marketing report for free from Salesforce
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
Download Salesforce’s e-book, ‘Einstein’s Guide to AI Use Cases’
Listen to episode 21 of Social Pros with Joe Stupp from Chipotle

Visit SocialPros.com for more insights from your favorite social media marketers.

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Abby Eddy, the Assistant Director of Digital Engagement at Purdue University, joins the Social Pros Podcast to talk about how you can use social media to connect with your audience during uncertain times.

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As we enter what is traditionally considered ‘commencement season’ for many, millions of students are finding themselves at a standstill. Lecture halls have been swapped for Zoom calls and cap and gowns have been replaced with ‘comfy clothes’ like joggers and trainers.

In a world seized by a global pandemic, how are major universities dealing with the impact of COVID-19 and leveraging social to engage with Higher Ed students?

Abby Eddy, the Assistant Director of Digital Engagement at Purdue University, has really perfected the university’s approach to messaging their students during this uncertain time. Abby talks about how she uses social media to bring some levity during these times by embracing pop culture in a way that is relevant to Purdue and speaks to their audience.

In This Episode

04:58 – How Purdue University are using social conversations to engage with students and organize on-demand commencement
11:16 – How different departments and team members have come together to help the university communicate effectively online
13:19 – How Abby’s team manages Purdue University’s brand voice across the board
17:31 – Why it’s important to find a balance between ‘COVID-19 messaging’ Vs. more ‘cheerful’ content
22:30 – How to choose what pop culture moments to play into
23:46 – How Purdue University uses past performance data to cultivate future results
26:46 – An insight into the successful hashtag engagement campaign for the launch of the Purdue Podcast

Resources:

Get the new State of Marketing report for free from Salesforce
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
Download Salesforce’s free eBook - “50 Best Practices for Email Marketers”
Visit Purdue University’s website
Listen to the brand-new Purdue Podcast

Visit SocialPros.com for more insights from your favorite social media marketers.

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Dan Phelps, Head of Social Media Marketing at Wells Fargo, joins the Social Pros Podcast to talk about the power of embracing a serial entrepreneur mindset as a social practitioner.

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The role of a social practitioner often expands beyond the realm of crafting social ads, scheduling posts, and interacting with customers on various platforms. For a lot of us, we must embrace the mindset of a serial entrepreneur and become extremely nimble and fluent in the art of…. well, selling.

As Dan Phelps, Head of Social Media Marketing, Wells Fargo, articulated, it’s our responsibility as social pros to sell the idea of social to leaders that can’t grasp just how important social is in today’s world.

Dan shares so many incredible perceptions with us, including how he communicates real-time social media data to make business, marketing, and communication decisions so much more powerful.

In This Episode

03:24 – How Wells Fargo’s team of social professionals are dealing with the COVID-19 crisis
05:20 - How Dan’s team deal with different audiences
11:37 – How Wells Fargo’s relationship with legal changed during the coronavirus outbreak
14:39 – The process of shifting marketing messages during a crisis
18:23 – How audience interaction has changed
22:44 - How Dan and his team leverage social listening and artificial intelligence tools
31:09 – Tips to cultivate a culture where using social data plays a key role in the organization
34:57 – Advice for managing social media teams

Resources:

Get the new State of Marketing report for free from Salesforce
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
Download Salesforce’s e-book "Boost Sales Productivity: Get More from Your Sales Team"
Check out Wells Fargo’s website

Visit SocialPros.com for more insights from your favorite social media marketers.

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Zontee Hou, Head of Strategy at Convince & Convert and Lauren Teague, Strategist at Convince & Convert, join the Social Pros Podcast to reveal what changes you need to make in social media during these uncertain times.

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The social media landscape has changed drastically since the coronavirus spread across the world. In a short matter of time, everything has changed, including how people and brands use social media.

As we continue to navigate through these uncertain times, one thing remains certain – you still need to connect with your audience. The only question that remains is how. How can you connect with your customers, prospects, partners, and team members in a pandemic?

The strategy team at Convince & Convert has worked tirelessly to bring you the 11 changes you need to make to your social media strategy in these crazy times. Sharing a few key findings from this research (see links to the webinar and blog post below) are Zontee Hou, Head of Strategy at Convince & Convert and Lauren Teague, Strategist at Convince & Convert.

In This Episode:

05:41 – How historical patterns of social media usage have been disrupted
08:19 – Why brands need to be more deliberate about what they post
09:24 – The importance of providing a human to human connection during these times
10:47 – What brands should be listening to right now
13:47 – How to use your social accounts to communicate necessary information with your customers
19:04 – How to approach the imagery you share on social
21:12 – How social media ads have evolved to reflect the new reality we live in
23:30 – How to inject humor and entertain audiences without crossing a line
27:50 – Why brands need to activate their influencers
30:41 – How ideal publishing times have changed during the pandemic
34:17 – Whether now is a good time to experiment with different channels

Resources:

Get the new State of Marketing report for free from Salesforce
Download Salesforce’s 50 Best Practices for Email Marketers
Read the 11 Social Media Changes to Make in a Coronavirus World blog post
Watch the 11 Things You Must Adjust in Your Social Media During These Crazy Days [webinar]

Visit SocialPros.com for more insights from your favorite social media marketers.

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R.J. Talyor, CEO and Founder of Pattern89, joins the Social Pros Podcast to discuss how you can optimize social media advertising based on real-time data.

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Tired of spending marketing dollars on under-performing ads? Wouldn’t it be great if there was a way you could predict what works and reduce wasteful marketing spend?

R.J. Talyor, CEO and Founder of Pattern89, leverage AI’s power and deep dives into creative analytics to help advertisers optimize top-performing social media ads. Most marketers focus on their brand, which is understandable. However, creative is responsible for 47% of ad performance. So, it makes sense that you spend more time (and fewer dollars) optimizing the creative elements of your ads to drive the most engagement.

With more data than there are stars in the galaxy, Pattern89 can predict what will work best with over 95% accuracy. Of course, the creative recipe that works for one advertiser may not work as well for the next. But that doesn’t mean you can’t use data and artificial intelligence to predict what will work, optimize ads, and get more clicks.

In This Episode:

04:10 – How Pattern 89 uses AI to predict the success of social media ads
07:06 – Why you can’t always depend on best practices to work for every brand
09:30 – Surprising usage data that has been released amidst the COVID-19 crisis
16:15- How companies are shifting their marketing spend in the middle of this pandemic
18:42 – How ideal publishing windows have changed
23:09 - What the data from Pattern89 tells us in terms of marketing messages as we transition to a ‘new normal’
31:13 – What type of ads and ad formats are performing best right now
34:36 – How AI has improved dramatically in just 18 months

Resources:

Get the new State of Marketing report for free from Salesforce
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
Take Salesforce’s quiz to identify the best AI use case for you!
Learn more about Pattern89
Listen to ep.351 of Social Pros with R.J. Talyor

Visit SocialPros.com for more insights from your favorite social media marketers.

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Stephanie Dlugopolski, Sr. Public Relations & Social Media Manager at Johnsonville Sausage, joins the Social Pros Podcast to talk about their delicious social media strategy, the power of social listening, and so much more!

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It wasn’t so long ago that social practitioners around the world had their content calendars planned out weeks, if not months in advance. Then, something that nobody could have predicted happened – a global pandemic landed right on our doorsteps and threw a wrench in our plans.

It sucks, but this is the current reality we all face. The truth is that the social content you may have needed pre-pandemic may not be the same content that you need going forward. Stephanie Dlugopolski, Sr. Public Relations & Social Media Manager at Johnsonville Sausage, has shifted the focus of her team’s content and leveraged the power of social listening to answer her customer’s most pressing questions during the COVID-19 crisis.

Stephanie shares how you can use data from social listening insights and leverage it with other parts of your organization. She challenges you to think about how you can reach your customers with the right message in the right places where they’re spending most of their time on social.

In this episode:

04:10 – How Johnsonville Sausage’s social team are structured
06:19 – How Stephanie’s team strategizes seasonal content
07:52 – Why you should consider audience segmentation when it comes to your social media strategy across different platforms
11:38 – How to use and leverage user-generated content
13:58 – The power of social listening and using it to better understand your customers
18:40 – How Johnsonville Sausage’s publishing schedule and demand has shifted due to the pandemic
21:23 – Whether it’s time for brands to take on a larger societal role
24:49 – How sponsorships have helped Johnsonville Sausage build brand awareness
29:45 – How Stephanie’s background in journalism has aided her role in social
37:14 – What to consider when thinking about regional brand expansion

Resources:

Get the new State of Marketing report for free from Salesforce
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
Grab Salesforce’s free e-book, ’50 Social Media Best Practices’
Check out Johnsonville Sausage’s company website
Follow Johnsonville Sausage on Facebook!

Visit SocialPros.com for more insights from your favorite social media marketers.

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Dustin W. Stout, the Founder of SoVisual.co, joins the Social Pros Podcast to talk about what makes people want to engage with visuals on social media and the importance of having a message before you create any graphics.

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Is there anything more terrifying than staring at a blinking cursor on a blank screen? As social practitioners, we’ve all felt the intimidation of a blank screen in some way or another.

The everyday grind of a social media manager is tough. Crafting content that captures attention and fosters engagement isn’t always easy. This intense pressure to continuously churn out incredible content day in, day out, can drain the creative energy out of you and even lead to burning out.

Dustin W. Stout, the Founder of SoVisual.co, understands this struggle. His team of world-class designers and copywriters produce monthly content to help take the pressure off social practitioners. These “social packs” are filled with a month’s worth of engaging content and on this episode of Social Pros, we dive into these social packs and tap into Dustin’s unique insight into what works and what doesn’t when it comes to social media imagery.

In this episode:

03:43 – How SoVisual’s social packs work
13:19 – What works and what doesn’t work when it comes to social media imagery
15:32 – Why polished photography tends to be less effective on social media
18:16 – How Dustin keeps his finger on the pulse of what’s working
20:50 – Tips to help you improve typography on social media graphics
25:00 – Why you always need to start with a message before you can communicate that message on a visual
27:47 – The biggest mistakes social pros make with their published content
30:18 – Changes that Dustin would love to see social networks make
33:21 – How often brands should post on social media

Resources:

Get the new State of Marketing report for free from Salesforce
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
Download Salesforce’s free e-book, 50 Social Media Best Practices
Find out more about SoVisual.co and their amazing social packs
Check out Dustin’s website
Read Dustin’s awesome social media, blogging, and design blog

Visit SocialPros.com for more insights from your favorite social media marketers.

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Owen Hemsath, the Founder of Owen Video, joins the Social Pros Podcast to discuss practical ways to help you create better video content and grow on YouTube.

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Do you want to grow on YouTube? If you’re someone who wants to attract more viewers, more subscribers, and more engagement, you’ve got to optimize your videos for watchability.

Owen Hemsath, the Founder of Owen Video, reveals that one of the biggest mistakes social practitioners make with their video content is that they’ve got tunnel vision for search engine optimization. They’re so focused on optimizing their video content to please the Google gods that they forget to optimize them for the audience that actually matters – humans.

Owen claims that recurring episodic content is hard-wired into the human brain. So, if you want to make YouTube videos, or you want to grow an existing channel, you’ve got to create watchable and binge-worthy videos that present you as an expert and speak to a wider audience.

In this episode:

06:44 – Why more brands need to focus on optimizing video content for watchability
09:27 – Why most people fail on YouTube
13:09 – How to build episodic shows that perform well on YouTube
16:27 – Why episodic video content also works on other social media platforms
20:00 – How the subscriber value has decreased significantly
27:30 – How important velocity is within the first hour of publishing your video on YouTube
31:29 – How to move people from other social media channels to YouTube
35:20 – The role that live videos should play in your video content strategy
39:40 – A look inside the 4-step process of video production

Resources:

Get the new State of Marketing report for free from Salesforce
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
Download Salesforce’s free e-book, 50 Social Media Best Practices
Subscribe to Owen Video’s YouTube Channel
Learn more about The Video Marketing School
Find out more about Marcus Lemonis
Check out the video editing company, Video Husky

Visit SocialPros.com for more insights from your favorite social media marketers.

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Steve Kearns, LinkedIn’s Social Media Lead, joins Social Pros to discuss how brands and social practitioners can navigate through the coronavirus (COVID-19) crisis.

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The coronavirus (COVID-19) crisis has impacted all of our lives and all of our businesses in what feels like a very short time frame. Companies and social practitioners alike are modifying their contingency plans at lightning speed as the outbreak continues to uproot the status quo.

So, how can social practitioners and businesses confidently shift crisis communications in the middle of a crisis? LinkedIn’s Social Media Lead, Steve Kearns, shares some amazing advice on crisis communication tools and frameworks to help you navigate through the coronavirus (COVID-19) crisis.

Steve emphasized the importance of pausing to think about what you’re saying on social. He reminds all of us to pause before we press send and think about why they would care and why they would share?

In this episode:

06:42 – Changes that LinkedIn has witnessed amidst the COVID-19 crisis
08:49 – The evolution of marketing and communications on LinkedIn
12:36 – Leveraging LinkedIn to communicate with your ideal customers
14:40 – The importance of self-awareness when managing a social media platform on behalf of a brand
18:47 – How LinkedIn’s workflow has changed as a result of the coronavirus crisis
23:42 – What agency partners can do to help support the brands and companies they work with during this time
28:27 – How virtual events can help you communicate and engage with your audience
32:57 – How you can measure social media performance differently during a crisis

Resources:

Get the new State of Marketing report for free from Salesforce
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
Download Salesforce’s free e-book, 50 Social Media Best Practices
Connect with Steve on LinkedIn
Read Michelle Obama’s book, Becoming

Visit SocialPros.com for more insights from your favorite social media marketers.

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Jeremy Gutsche, the CEO of Trend Hunter, joins the Social Pros Podcast to challenge social practitioners to stop repeating past decisions and embrace disruptive thinking.

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As a social practitioner, you’re likely wearing two hats. One as a strategic thinker and the other as a creative innovator, constantly searching for new ideas and different paths that will warrant even more success.

New York Times bestselling author, keynote speaker, and the CEO of Trend Hunter, Jeremy Gutsche, is challenging the way social practitioners think. If you want to acquire truly spectacular results, you can’t keep repeating past decisions like a broken record. You need to branch off from the familiar, safe, and comfortable, to recognize the great opportunities within your grasp.

Disruptive thinking is the secret to innovation and change. If you want to be remembered and avoid falling off the social radar, which is astonishingly easy to do by the way, you’ve got to embrace disruptive thinking and you’ve got to invoke emotion.

In This Episode:

05:00 – What Trend Hunter is and why Jeremy started the company
08:34 – How we can force ourselves to create disruption
14:03 – Tips to help you break free from the traps that limit your ability to invoke change
17:12 – How Jeremy missed the opportunity for Trend Hunter to be ‘the next Pinterest’ before Pinterest took off
25:05 – What distinguishes an experiment from a trend
27:33 – Does AI gives us more opportunities to be innovative or does it shield us from innovative thinking?
29:14 – How you can foster your creative skills
31:40 – Creating content that evokes the right response from the right audience

Resources:

Get the new State of Marketing report for free from Salesforce
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
Download Salesforce’s FREE e-book, 50 Social Media Best Practices
Read Jeremy’s new book, Create the Future
Check out Trend Hunter

Visit SocialPros.com for more insights from your favorite social media marketers.

Create the Future + the Innovation Handbook: Tactics for Disruptive Thinking

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Alex Shockey, the Global Social Media Manager at FedEx, joins the Social Pros Podcast to discuss the structure and strategies of the tiny but mighty social media team at FedEx.

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Social media is constantly changing. We know this to be true and yet so many brands struggle to keep up. If successful brands on social have taught us anything it’s that you must embrace change and evolve how you’re structured to meet the needs of social media.

This is just one of the takeaways from this episode of the Social Pros Podcast with Alex Shockey, the Global Social Media Manager at FedEx. Alex perfectly articulates the speed of social media’s evolution and focuses on the importance of identifying conversations on social and finding new ways to bring them to the surface in strategic ways.

As Alex accurately points out, social media is often a soapbox for people to share their opinions. With 7,000+ FedEx mentions per day, Alex shares how she and her team capitalize on these stories and reveals what makes some social mentions worth bringing to the attention of their audience.

In This Episode:

04:28 – A peek inside Alex’s role as Global Social Media Manager at FedEx
09:58 – How FedEx’s social media team is structured
12:51 – How social conversations have shaped FedEx’s social media strategy
16:20 – How social chatter has shifted and evolved across different social media platforms
18:56 – How to implement positive customer stories about team members and your brand in social strategies
24:50 – How the FedEx social media team works with other departments within the organization
31:30 – Tips for tracking the performance of a social media team

Resources:

Get the new State of Marketing report for free from Salesforce
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
Download Salesforce’s free e-book, 50 Social Media Best Practices
Visit FedEx’s website
Read Alex’s children’s book ‘This is Ole Miss’ (illustrated by Holly B. Johnson)

Visit SocialPros.com for more insights from your favorite social media marketers.

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TikTok influencer, Maggie Thurmon, joins the Social Pros Podcast to discuss how brands can create content that resonates with audiences on TikTok.

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With over one billion users, TikTok is undoubtedly having its moment in the spotlight. While the majority of its users may be dancing teenagers, a lot of brands are embracing the rather youthful social media platform and gaining plenty of traction.

However, if you really want to understand the ins and outs of TikTok, you’ve got to learn from the best. TikTok influencer, Maggie Thurmon, is a high school senior with over 700k followers on the platform and 17.9M likes (and growing). So, what’s her secret to success? Maggie claims it’s all about listening to your community and “taking what your followers say and running with it.”

Maggie is taking the TikTok world by storm and shares some incredible insights on how to be a great content creator on this platform and how brands like yours can resonate with TikTok users.

In This Episode:

04:10 – How Maggie grew her TikTok following to 700k+
05:14 – How trending challenges work in TikTok
07:34 – How Maggie and her dad have worked together to create viral content
10:20 – The importance of being conscious of your audience and creating content that they can watch and resonate with
12:42 – How to build an audience on TikTok
21:33 – Why it’s so important to be authentic and genuine
23:09 – What type of content works best on TikTok
29:38 – How to balance content creation fatigue with other responsibilities
34:17 – Tips for planning new video content

Resources:

Get the new State of Marketing report for free from Salesforce
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
Download Salesforce’s free e-book, 50 Social Media Best Practices
Follow Maggie Thurmon on TikTok
Kevin Hart’s TikTok

Visit SocialPros.com for more insights from your favorite social media marketers.

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Jonah Berger, Marketing Professor at The Wharton School, joins the Social Pros Podcast to talk about how you can become a catalyst for change and leverage the power of understanding behavioral science to change anyone’s mind.

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Whether you want to convince customers to buy from you, transform an organization, or get more engagement on social, everyone has something they want to change. But… creating change isn’t always easy.

Pushing for change usually evokes a push back. When you tell someone to do something, they usually do the exact opposite. Think of what happens when you ask your kids to do the dishes, clean their bedrooms, or put their phone away at the dinner table. Chances are, they’ll ignore you completely, or at the very least, put up a fight about it.

However, creating change is possible. You just need to learn how to become a catalyst for the type of change you want to evoke in the world. Jonah Berger, Marketing Professor at The Wharton School, has discovered a better way to catalyze change and shares his findings with us on this eye-opening episode of Social Pros.

In This Episode:

03:39 – Why Jonah wrote his latest book, The Catalyst
06:47 – Why you need to understand the barriers that stop your audience, client, boss, etc. from changing their mind
08:44 – The psychological reason why humans are so resistant to change
14:02 – How the endowment effect impacts our willingness to get rid of something that’s ‘old’ and/or familiar to us
18:52 – How communications can actually increase opposition
21:37 – How to use the ‘Asking for Less’ strategy to change people’s minds
27:20 – How to overcome the uncertainty that leads people to hit the pause button
31:26 – How we can become more receptive to the right kind of change

Resources:

Get the new State of Marketing report for free from Salesforce
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
Download Salesforce’s free e-book, 50 Social Media Best Practices
Read Jonah’s new book, The Catalyst: How to Change Anyone’s Mind
Visit Jonah’s website to learn more about him and his books, resources, etc.

Visit SocialPros.com for more insights from your favorite social media marketers.

The Catalyst: How to Change Anyone's Mind

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Kayla Roofe, the Sr. Social Media Manager at RE/MAX LLC, joins the Social Pros Podcast to talk about how digital and social have changed the real estate industry.

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Buying a home is a huge expense. For most people, purchasing a property to call home is the largest investment they will ever make.

The way we browse for the perfect home has changed a lot since the good old days of newspaper listings and real estate drop-ins. Nowadays, you can search and potentially find your dream home from the comfort of your couch (or wherever you happen to be). Kayla Roofe, the Sr. Social Media Manager at RE/MAX LLC, leverages social media to broadcast new listings and ultimately, sell more houses.

She works with a staggering 130,000 RE/MAX agents from all over the world. Aligning that many team members around social and making sure that they’re doing it ‘right’ has got to be one of the most difficult jobs out there. Thankfully, Kayla is a social pro herself and doesn’t hold back when it comes to sharing the best tips for selling something as expensive and potentially life-changing as a brand-new home.

In This Episode:

04:28 – How RE/MAX’s social team is structured worldwide
06:30 – A look inside RE/MAX’s social media strategy
08:24 – How social media has disrupted the real estate industry
12:37 – How real estate agents can use social media in the “right way”
14:53 – Key metrics Kayla uses when working with agents to help them improve their social media strategies
19:03 – How RE/MAX streamlines social content production across different franchisees
22:03 – How RE/MAX use influencers to help build credibility with their audience
25:13 – The importance of offering good customer service on social media
30:04 – How Kayla coordinates with the CEO

Resources:

Get the new State of Marketing report for free from Salesforce
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
Download Salesforce’s free e-book, 50 Social Media Best Practice
Start your property search with RE/MAX
Listen to the ‘Start With A Win’ podcast

Visit SocialPros.com for more insights from your favorite social media marketers.

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Anthony Juliano, the Vice President/General Manager of Asher Agency, joins Social Pros to talk about his philosophy for succeeding on LinkedIn.

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If social media is a buffet, Facebook, Instagram, TikTok, and Snapchat are the desserts while LinkedIn is the leafy green salad that we’re not overly excited to sink our teeth into. People love spending time on the ‘candy platforms’ but they usually don’t consume as much “salad” as they should.

Anthony Juliano, the Vice President/General Manager of Asher Agency, states that people don’t love spending time on LinkedIn as much as they enjoy spending time on other platforms. When people go on LinkedIn, they usually get what they need, get out, and get on with their day.

However, Anthony argues that compared to other social media networks, LinkedIn has the most untapped potential for the largest number of professionals. Thankfully for Social Pros listeners, Anthony is a seasoned trainer on a variety of social media topics, with a specific focus on LinkedIn.

In This Episode:

04:30 – How the demand for LinkedIn courses and programs amplified over time
06:25 – How teaching methods change depending on the audiences’ relationship with social media
08:01 – How social media is becoming more of a universal skill across different industries
10:42 – Anthony’s philosophy of LinkedIn for business and B2B
12:30 – How to leverage LinkedIn and the importance of consistency
14:33 – Why LinkedIn has become more relevant today than it was a decade ago
16:30 – How marketers have changed the way they use LinkedIn
19:21 – Tips for creating successful newsfeed content on LinkedIn
25:36 – Why you should focus less on the length of your posts/captions and more on the strength of your story

Resources:

Get the new State of Marketing report for free from Salesforce
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
Download Salesforce’s free e-book, 50 Social Media Best Practices
Learn more about Asher Agency

Visit SocialPros.com for more insights from your favorite social media marketers.

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Bari Rosenstein, the Social Media Manager at Honest Tea, joins the Social Pros Podcast to talk about providing her audience with a personable and personalized experience on social media.

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Having a passion for our roles as social media practitioners is what keeps us motivated to keep doing what we’re doing. Without passion, you can’t succeed in your role because passion is the fuel that drives success.

Bari Rosenstein, the Social Media Manager at Honest Tea, loves the brands she represents on social. She responds to each message and interaction herself, giving Honest Tea’s audience a very personable and personalized response every time. There are no robots involved and it’s this personal touch and honesty that helps to make Honest Tea such an approachable brand.

Bari’s genuine passion and authenticity for her role as Social Media Manager is palpable. She’s bursting with enthusiasm and leverages her knowledge of the space and awareness of how the craft of social media is changing to demonstrate the importance of believing in social if you really want to succeed on social.

In This Episode:

05:14 – How Bari’s role is structured within the giant Coca Cola ecosystem
10:12 – How to embed enthusiasm and authenticity in other team members across different departments
12:14 – How Bari uses UGC to increase social engagement
15:15 – How Honest Tea looks at social from a scorecard standpoint
17:09 – A look inside Honest Tea’s social media content calendar
18:14 – Tips to break out of a very social-driven role and branch out to other areas of the business
21:46 – How Bari handles social customer care
29:57 – Using different social media platforms to reach different demographics
33:18 – How Honest Tea use celebrity influencers to help market their brand

Resources:

Get the new State of Marketing report for free from Salesforce
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
Download Salesforce’s State of the Connected Customer Report
Find out more about Honest tea

Visit SocialPros.com for more insights from your favorite social media marketers.

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Scott Stratten, President of UnMarketing Inc., joins the Social Pros Podcast to discuss his new book, The Jackass Whisperer, and reveals what you can do to silence the jackassery you experience at work, at home, and online.

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My Emma

Full Episode Details

The world of social is filled with jackassery. Beneath almost every post, tweet, caption, and video, you’ll uncover an infinite pool of vile comments left by faceless individuals we like to call trolls.

It’s time for a jackass rebellion. Sure, it’s almost impossible to escape jackasses at work, at home and online, but that doesn’t mean you can’t help to stop the worldwide jackassery epidemic. As Scott Stratten points out, if we want to stop some of the jackassery, we need to start by looking in the mirror.

In his new book, The Jackass Whisperer, Scott spills the hard truth - If you can’t spot the Jackass next to you or anywhere you happen to be present, then the Jackass is probably you. We create our own noise and we have to be the change we want to see in the world, both offline and online.

In This Episode:

03:59 – Scott breaks down the concept behind his new book, The Jackass Whisperer
08:09 – Whether social media creates or exposes jackasses
10:51 – How social has made us both better and worse people
15:37 – A few of Scott’s favorite ‘jackass moves’ on social media
17:29 – How jackassery levels differ across different social media platforms
27:40 – Why silence is one of the biggest jackass moves
30:26 – Tips for dealing with online jackassery

Resources:

Get the new State of Marketing report for free from Salesforce
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
Download Salesforce’s State of the Connected Customer Report
Read Scott Stratten’s new book, The Jackass Whisperer: How to deal with the worst people at work, at home and online – even when the jackass is you
Learn more about Unmarketing

Visit SocialPros.com for more insights from your favorite social media marketers.

The Jackass Whisperer: How to deal with the worst people at work, at home and online―even when the Jackass is you

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Allen Gannett, the Founder of TrackMaven and author of ‘The Creative Curve,’ joins the Social Pros Podcast to talk about how creativity is a learnable skill, the resurrection of organic social, and how to dominate LinkedIn video.

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Salesforce Marketing Cloud

My Emma

Full Episode Details

Success on social media has a lot to do with timing. Creativity is one thing, but you also need to consider the rate at which people consume content in each social platform as it correlates with the rate of change of that platform.

Founder of TrackMaven, Allen Gannett, articulates it perfectly when he said that to be successful on any social media channel, you must be a citizen of that channel. What you post on Instagram isn’t going to work on Twitter. It doesn’t work like that anymore. You need to understand the subculture of the social channels that you frequent and pay attention to the timing of your schedule cycle.

As the pendulum swings back to organic social, brands have a unique opportunity to get ahead of the curve and make organic social work for them. But, you’ve got to be very channel-specific and not afraid to color outside the lines. Allen believes that creativity is a learnable skill, which means if you’re willing to put the work in, you could be well on your way to becoming a mighty social pro.

In This Episode:

03:52 – What TrackMaven’s data reveals about paid social vs. organic social
09:19 – Why you need to consider the pace of change in social media and how it relates to what you post, and when you post it
11:33 – Why you need to be a citizen of whatever social platform you’re using
16:46 – The importance of being authentically human on social
17:48 – Why creativity should be seen as a learnable skill
27:19 – How Allen uses episodic video content on LinkedIn
29:56 – A look inside Allen’s content publishing schedule and best practices for pleasing LinkedIn’s algorithm

Resources:

Get the new State of Marketing report for free from Salesforce
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
Read Salesforce’s FREE e-book, 50 Social Media Best Practices
Learn more about TrackMaven and how it can help you analyze marketing performance across every channel
Read Allen Gannett’s book, The Creative Curve

Visit SocialPros.com for more insights from your favorite social media marketers.

The Creative Curve: How to Develop the Right Idea, at the Right Time

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Ovi Vitas, EVP, Chief Brand & Digital Officer of Marriott Vacations Worldwide, joins the Social Pros Podcast to talk about his unrelenting focus on customer experience and how to use ‘Social Champions’ to decentralize social media execution and add authenticity.

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My Emma

Full Episode Details

When your company is under the umbrella of a ‘mother company,’ how can you communicate that on social media whilst retaining and showcasing the differentiated experience your brand provides customers?

This is often top of mind for Ovi Vitas, EVP, Chief Brand & Digital Officer of Marriott Vacations Worldwide, who takes a decentralized approach to the content that’s created and shared on social. To showcase a property-by-property experience, Ovi and his team have identified people from each location to be crowned ‘Social Champion.’

It’s this unique approach to decentralizing social media execution that has empowered people at each location to create incredible social media content. By following an enterprise set of guidelines, these ‘Social Champions’ play a key role in helping Marriott Vacations Worldwide add real authenticity to their social content.

In This Episode:

05:26 – What brands can learn from Marriott Vacations’ unrelenting focus on customer experience
08:22 – How to use social media to market a ‘high-end’ product
11:25 – How “Social Champions” help Marriott Vacations Worldwide showcase the authentic uniqueness of 60+ properties
18:28 – How modern technology has aided our ability to decentralize social media execution
23:53 – Why it’s important to focus on brand reputation management while remaining transparent
29:48 – How the timeshare aspect of Marriott Vacations Worldwide works and what they’re doing to improve the customer experience
33:53 – Why brands need to listen to what customers are saying on third-party online communities

Resources:

Get the new State of Marketing report for free from Salesforce here
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners here
Learn how to use Emma to help you design and create emails that your subscribers can’t resist
Download Salesforce’s free e-book, 50 Social Media Best Practices
Find out more about Marriott Vacations Worldwide
Read Jay’s book, Hug Your Haters: How to Embrace Complaints and Keep Your Customers

Visit SocialPros.com for more insights from your favorite social media marketers.

Hug Your Haters: How to Embrace Complaints and Keep Your Customers

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Rohit Bhargava, the Founder & Chief Trend Curator of Non-Obvious Company, joins the Social Pros Podcast to discuss the difference between fads and trends and what ‘megatrends’ have the power to change your business and propel your career.

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My Emma

Full Episode Details

Can you predict what’s going to be a trend or a fad? Social media trends tend to have a much longer lifespan than fads. The last thing you want to do as a social media practitioner is to invest too much time in to something that turns out to be a ‘flash in the pan.’

So, what’s the difference between a fad you should ignore and a trend worth pursuing? Rohit Bhargava, Founder & Chief Trend Curator of Non-Obvious Company, wrote many books on the subject, including his most recent title, ‘Non-Obvious Megatrends.’ Exploring its pages uncovers mega trend predictions that are likely to shape our world in the coming decade.

Together, we dive into these megatrends, revealing what others miss and unlocking the key to growing your business into the next decade. If you want to keep up with the ever-changing world of social, you absolutely need to know about these all-important megatrends that have the power to change your business and propel your career beyond expectations.

In This Episode:

02:49 – Why it’s so important to think for yourself and why you should pay attention to existing megatrends
09:34 – An insight into the five mindsets of non-obvious thinkers
11:24 – How to identify social media fads vs trends
14:35 – Understanding the amplified identity mega trend and how it impacts us as social practitioners
21:22 – How to survive in an information economy and the rise of ‘attention wealth’
23:27 – How to strategically supply instant knowledge to your customers
29:01 – The rise and fall of trends from previous years including the downfall of crowdsourcing
31:34 – Why more B2B brands and marketing leaders need to take a more human-centric marketing approach

Resources:

Get the new State of Marketing report for free from Salesforce
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
Read Rohit Bhargava’s new book, Non-Obvious Megatrends: How To See What Others Miss and Predict The Future
Learn more about Rohit and the Non-Obvious Company

Visit SocialPros.com for more insights from your favorite social media marketers.

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Social Media Professional and Co-Founder of 1909 DIGITAL, Lori Byrd-McDevitt, joins the Social Pros Podcast to discuss the reality of burnout in the social media manager community and what we can do to prevent it.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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Emma

Full Episode Details

The life of a social media manager can be demanding to say the least. The role entails more than simply updating the company’s social media channels. And, around the clock monitoring paired with a growing list of responsibilities stirs up the perfect recipe for burnout.

Despite all of this, a lot of people (even the ‘higher-ups’ in a business) tend to disregard and overlook the Herculean effort that social media managers perform on a daily basis. The unspoken truth is that social media practitioners have to constantly prove themselves and their strategies. Everything they do is under constant scrutiny and the tremendous pressure is enough to trigger burnout.

Social Media Professional and Co-Founder of 1909 DIGITAL, Lori Byrd-McDevitt, isn’t afraid to talk about burnout in the social media managers community. Not just that, but she helps thousands of social media professionals focus on self-care and preventing burnout before it strikes through her Museum Social Media Managers Facebook Group. As Lori pointed out, “You can’t unburn burnt toast.” In other words, we need to work together to prevent burnout, which is quickly becoming a wider social media manager problem.

In This Episode:

05:04 – How social media for museums differs from other companies
08:50 – How museum executives tend to view the role of social media
11:05 – How the Museum Social Media Managers Facebook Group evolved over time
14:02 – How to balance and integrate various goals into a social media program
16:37 – The reality of burnout in the social media manager community
23:35 – Self-care tips to help you avoid burnout
32:11 – Useful tips around Facebook group administration

Resources

Get the new State of Marketing report for free from Salesforce
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
Read Salesforce’s FREE e-book, 50 Social Media Best Practices
Discover how Emma can help you reach your email marketing goals
Read Ella Dawson’s article – There Is No Cure For Burnout
Learn more about Dr. Zubin Damania’s views on burnout in the healthcare industry – It’s Not Burnout, It’s Moral Injury
Check out Lori’s Museum Social Media Managers Facebook Group
Find out how 1909 DIGITAL can help you build an authentic marketing plan
Read, ‘Objective Lessons: Self Care for Museum Professions’

Visit SocialPros.com for more insights from your favorite social media marketers.

Objective Lessons: Self Care for Museum Professions

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David Meerman Scott, Business Growth Strategist, joins the Social Pros Podcast to discuss how brands can leverage social media to build a ‘Fanocracy’ for themselves.

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In a world where word-of-mouth can make or break a brand’s success, creating die-hard fans might be the revolutionary growth strategy brands are searching for.

The legendary Business Growth Strategist, David Meerman Scott, believes that fans are the most powerful marketing force in the world. His new book, Fanocracy: Turning Fans into Customers and Customers into Fans, explores fandom culture and discloses how businesses can grow by cultivating their own ‘fanocracy.’

Mastering the art of selling to your customers is one thing. But, if you want to build a loyal fan base of passionate customers, you need to understand how to harness the power of fandom. This means you need to work on fostering meaningful connections with your customers and only then, will you be able to successfully create an indestructible fanocracy for your brand.

In This Episode:

04:38 – What a fanocracy is and why your brand needs one
07:47 – The importance of building human connections with your fandom
11:42 – What’s really going on in our brains when we develop true human connections
15:44 – How to leverage visual social media content to create strong emotional connections with people
18:40 – How to build fans for life – tips and insights from David’s new book, Fanocracy
32:22 – How to get team members involved in creating a fandom for your business
37:18 – How the fan movement has impacted PR and social

Resources

Get the new State of Marketing report for free from Salesforce
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
Download Salesforce’s FREE e-book - 50 Social Media Best Practices
Read David’s new book, Fanocracy: Turning Fans into Customers and Customers into Fans
Check out David’s book, New Rules of Marketing and PR
Read David’s book, Newsjacking: How to Inject your Ideas into a Breaking News Story and Generate Tons of Media Coverage

Visit SocialPros.com for more insights from your favorite social media marketers.

The New Rules of Marketing and PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases & Viral Marketing to Reach Buyers Directly

Fanocracy: Turning Fans into Customers and Customers into Fans

Newsjacking: How to Inject your Ideas into a Breaking News Story and Generate Tons of Media Coverage

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Amber Naslund, the Senior Content Consultant at LinkedIn, joins the Social Pros Podcast to discuss the secrets of LinkedIn’s algorithm and reveals what content works best on the platform.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

Salesforce Marketing Cloud

My Emma

Full Episode Details

What content works best on LinkedIn? Should you keep your messages polished and professional? Or, is it better to pull back the curtain and give people a glimpse into your personal life?

Amber Naslund, the Senior Content Consultant at LinkedIn, reveals that LinkedIn has moved beyond its historic white shirt and tie narrative towards a more vibrant and personal experience. If you want your content to gain traction on this platform nowadays, you’ve got to be consistent. This means you need to show up on a regular and predictable basis in the form of smaller pieces of digestible content.

There’s no doubt that LinkedIn is growing in importance but if you want to get more eyes on your content, you need to know how the algorithm works. What’s more, you need to know what type of content you should be publishing on LinkedIn for the best engagement and results.

In This Episode:

04:50 – How brands and businesses can work with Amber’s team
09:40 – How the audience of the LinkedIn user is changing
11:45 – Why episodic content works so well on LinkedIn
16:31 – How LinkedIn’s narrative arch has evolved
19:44 – Best practices for utilizing LinkedIn Live
21:45 – Tips for playing the ‘algorithm game’ on LinkedIn
27:25 – How to structure your social content team
30:28 – Customer social service strategies to use on LinkedIn

Resources

Get the new State of Marketing report for free from Salesforce
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
Grab Salesforces FREE e-book, ’50 Social Media Best Practices’
Learn how Emma can help you improve your email marketing campaigns
Discover how LinkedIn’s algorithm works
Read The NOW Revolution

Visit SocialPros.com for more insights from your favorite social media marketers.

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Join Jay Baer and his co-host, Adam Brown, on this special episode of the Social Pros Podcast, where they discuss the top social media trends on the horizon for 2020.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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SocialMedia.org

Full Episode Details

The Social Pros Podcast launched back in January 2012 and 400 episodes later, we’re still talking about the intriguing and ever-changing world of social media.

A lot has changed since the first episode of the Social Pros Podcast aired. Platforms that once reigned the social kingdom have resigned. Others have emerged victorious and a select few have managed to survive the chaos. More than that, social has grown into an enormous realm of advertising and has provided marketers and businesses with the perfect portal to target and engage with their customers

But, what does the future look like for social? In this special 400th episode of the podcast, we review noteworthy strides in social from 2019 and explore six of the top social media trends on the horizon for 2020 and beyond.

In This Episode:

05:13 – Why episodic social content and social media shows will gain momentum
10:45 – The future of Facebook and what 2020 holds for Instagram
18:18 – Why Instagram direct commerce will continue to be a success
20:27 – Whether TikTok is likely to survive 2020 and beyond
25:18 - The rise of ‘dark social’ and a prediction for what could be one of the most important platforms for brands in 2020
30:21 – How the role of a social media professional needs to adapt in 2020
34:53 – How has branding changed in the last decade

Resources

Get the new State of Marketing report for free from Salesforce here.
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners here.
Grab Salesforces FREE e-book, ’50 Social Media Best Practices’
Get your $100 FREE LinkedIn ad credit courtesy of our sponsors, LinkedIn Marketing Solutions

Visit SocialPros.com for more insights from your favorite social media marketers.

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On this special episode of the Social Pros Podcast, you’ll get to listen to the first ever episode of Jay Baer’s brand-new podcast, Standing Ovation, featuring Hall of Fame keynote speaker, Scott McKain.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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SocialMedia.org

Full Episode Details

Storytelling has always been at the heart of great presentations. A professional speaker worth his/her salt must be able to tell stories that resonate with their audience. These are the stories that impart wisdom, instruction, education, entertainment and so on, but where do these stories come from? And, how do they evolve over time?

On this special episode of the Social Pros Podcast, Jay announces his brand-new podcast, Standing Ovation. Standing Ovation is the show where the world’s leading professional speakers tell the stories of their stories. Each episode features a famous signature story from a professional speaker, followed by a close analysis of the story including answers to questions like where did the story come from? How have they optimized the story over time? And, what tips do they have to share to help someone become a better speaker and/or communicator?

Whether you’re a professional speaker, somebody who gives a lot of presentations at industry conferences or someone who wants to improve their communication skills, you can learn a lot from Standing Ovation. So, if you’re keen to know more, have a listen to this episode of Social Pros, where you’ll get to hear the first ever episode of Standing Ovation featuring Hall of Fame keynote speaker, Scott McKain.

In This Episode:

05:13 – Listen to Scott McKain’s famous story, ‘Taxi Terry’’
10:58 - How Scott’s story about Taxi Terry has changed and developed over time
17:46 – The key ingredients that make an impactful signature story
19:23 – Why you should make your stories as relatable as possible
22:12 – How to inject hints of comedic relief in your stories and presentations
29:12 – What makes Taxi Terry a universally effective story
32:40 – Some of the common challenges that speakers working on their signature stories face
35:36 – Scott shares the best piece of advice he was given about the speaking business

Resources

Get the new State of Marketing report for free from Salesforce here.
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners here.
Subscribe and listen to more episodes of Jay’s new podcast, Standing Ovation!
Check out Scott McKain’s website

Visit SocialPros.com for more insights from your favorite social media marketers.

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Henry Ma, the Chief Operating Officer of Ricoma Embroidery Machines, joins the Social Pros Podcast to talk about his company’s incredible content and social program.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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Emma

Full Episode Details

When you’re in a super niche business like embroidery, getting people to even know you exist can be a real challenge. So, how can you leverage social media to gain traction and move leads through your sales funnel?

Henry Ma, the Chief Operating Officer of Ricoma Embroidery Machines, has perfected his content marketing strategy to not only attract attention but to plant the seed in people’s minds that they need embroidery. One way that they do this is by using customer and prospects questions to drive social content and essentially give people what they want.

It’s not just the social media team that gets involved with content creation at Ricoma Embroidery Machines either, it’s everyone from the marketing team to the sales and customer service team. If you’re in a niche business like Henry, his advice is to listen to your customers and prospects. Always have a finger on the pulse of what’s going on with your customers and ‘have ears and eyes everywhere.’

In This Episode:

05:18 – How Ricoma Embroidery Machines helps businesses build brand equity
07:50 – What The Apparel Academy is and how it helps brands launch successful apparel merchandise
13:36 – How Henry and his team use customer questions to drive their social content
15:02 – Finding the balance between category content and branded content
17:49 – Leveraging user-generated content to build a community around your niche
20:17 – How Ricoma Embroidery Machines moved from written-based content to video content
22:57 – Why you should repurpose your pillar content for different platforms
31:34 – How Henry’s business handles reactive customer care

Resources

Get the new State of Marketing report for free from Salesforce here.
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners here.
Learn how Emma can help you improve your email marketing campaigns
Get your hands on Salesforce’s FREE e-book, 50 Social Media Best Practices
Find out more about Ricoma Embroidery Machines
Watch The Apparel Academy video series on YouTube

Visit SocialPros.com for more insights from your favorite social media marketers.

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Michael Stelzner, the Founder of Social Media Examiner, joins the Social Pros Podcast to discuss the death of organic reach and the future of social media.

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SocialMedia.org

Full Episode Details

With organic reach diminishing, is social media headed for a bumpy future whereby the only way to get noticed is to pay for it?

Our guest on this episode of Social Pros, Michael Stelzner, the Founder of Social Media Examiner, certainly thinks so, stating, “marketers gulp as customer acquisition costs rise,” and he’s not wrong.

According to Mark Zuckerburg, there are 7 million active advertisers on Facebook. That’s a lot of competition and the cost of advertising is rising rapidly with no sign of slowing down. Not only that, but more than half of all Google’s organic search results end in zero clicks.

So, what can marketers do to be seen in an age where organic reach seems to be on the way out? You’ll have to listen to this episode of Social Pros to find out!

In This Episode:

04:20 – Why marketers are likely to focus more on video as customer acquisition costs increase
12:13 – How Social Media Examiner are using links to develop a community on Facebook
16:16 – What Michael would recommend the board of YouTube does differently
21:16 – How marketers can leverage Instagram Stories to advertise their business
23:55 – How Michael plans to get up to 25,000 views per YouTube video in 2020
28:27 – How marketers are using automation and an insight into the ‘dark side’ of automation and bots
32:55 – Why older people are more likely to survive on social than the younger generation

Resources

Get the new State of Marketing report for free from Salesforce here.
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners here.
Find out more about how Emma can help you improve your email marketing
Sign up and get Sales Force’s FREE e-book, 50 Social Media Best Practices
Check out Social Media Examiner
Read Michael’s article, ‘The Death of Google Search Traffic and What It Means for Marketers’

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In this episode we’re re-visiting one of the most fun episodes we’ve ever had here at Social Pros. All the way back in June, we had a chat with Senior Marketing Executive and Food and Hospitality Influencer, David “Rev” Ciancio, who spoke about how to increase engagement on Instagram with a fine-tuned social media strategy.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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LinkedIn Marketing Solutions

In this episode we’re re-visiting one of the most fun episodes we’ve ever had here at Social Pros. All the way back in June, we had a chat with Senior Marketing Executive and Food and Hospitality influencer, David “Rev” Ciancio, who spoke about increasing engagement with a fine-tuned social media strategy.

We asked the question, ‘are you hungry for more engagement on Instagram?’ Let’s face it, whether you’re a business owner, or you own a fluffy, three-legged cat, everyone craves likes, right?

It turns out that it’s hard work being an Instagram influencer these days. No longer can you make it by posting the occasional photograph with a funny quip. Instead you have be on the ball, following the latest trends and making sure that every single post that comes from your account holds value to someone. It isn’t easy, trust us.

David (Rev) Ciancio was on hilarious form, as he always is, and gave us some food for thought. Looking back, one of the key quotes from the episode was, “you’ve got to have a reason why you are creating and sharing content.” The key is to understand your audience’s pain points and show them something that can actually benefit them.

Since the podcast took place, you can only imagine how many burgers Rev has eaten, he is an expert burger taster after all. Jokes aside, he’s worked his way up to become a Senior Marketing, Branding and Digital Strategist who helps brands and businesses up their game on Instagram. He is one of the country’s leading food and hospitality influencers, so if you love food, then you know who to follow.

In This Episode:

06:46 – Common mistakes to avoid with your Instagram bio
10:37 – What works when it comes to food marketing on Instagram
15:03 – How to use video effectively on Instagram and the importance of conveying customer experience
19:15 – Why UGC (User Generated Content) is so important when creating a successful Instagram marketing strategy
23:09 – How to take high-quality images to share on Instagram
27:12 – Rev shares his predictions for food trends

Resources:

Get the new State of Marketing report for free from Salesforce here.
Grab your free e-book from Salesforce Marketing Cloud, ’50 Social Media Best Practices.’
Get your $100 FREE LinkedIn ad credit courtesy of our sponsors, LinkedIn Marketing Solutions
Get David’s (Rev’s) FREE guide, “5 Mistakes That You’re Making on Your Instagram Bio,”
Visit Rev’s website, ‘Burger Conquest’ for more marketing tips here.
Find out more about Rev’s company, ‘Yeah! Management,’ here.
Follow Rev on Instagram to keep up with his delicious posts here.
Connect with Rev on Twitter here.
Check out Weird Al Yankovic’s Instagram profile here.

Visit SocialPros.com for more insights from your favorite social media marketers.

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Ron Tite, Founder and CEO of Church+State, joins the Social Pros Podcast to discuss his new book, ‘Think. Do. Say,’ and how you can win your audience’s time and confidence.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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Emma

Full Episode Details

Social media professionals can become so focused on producing non-stop content that they don’t stop to consider whether they’re making originals or prints in their social media.

In other words, do you let creativity drive your social media decisions? Or, are you led by what others are doing in hopes of obtaining similar outcomes? Ron Tite, the Founder of Church+State claims that every artist knows you make more money from the print than the original. But that print doesn’t exist without a brilliant original.

Over time, social media has become more about the media and less about the social, but is it time for a change? If you want to cut through the noise and win your audience’s time and trust, you need to ditch the jargon and unleash your inner artist.

In This Episode:

04.47 – What ‘the pitch slap’ is and how it relates to social media

07:53 – How to pitch a new book to people the right way

12:12 – The role of maths in social media measurement and attribution

15:10 – The challenging side of working with clients from an agency’s perspective

19:19 – Why more social media professionals need to let creative curiosity lead the way

23:12 – Why you need a dedicated social media experimental budget

25:11 – Where influencers work well and where they don’t

Resources

Get the new State of Marketing report for free from Salesforce here.
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners here.
Find out more about Emma’s email marketing platform
Sign up and get Sales Force’s FREE e-book, 50 Social Media Best Practices
Find out more about Ron’s agency, Church+State
Read Ron’s latest book, ‘ Do. Say.: How to seize attention and build trust in a busy, busy world’

Visit SocialPros.com for more insights from your favorite social media marketers.

Think. Do. Say.: How to seize attention and build trust in a busy, busy world

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Jeremiah Owyang, Founding Partner of Kaleido Insights joins the Social Pros Podcast to talk about how the biggest threat to community managers is themselves.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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SocialMedia.org

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The main aim of digital transformation is to anticipate customer needs and provide them with a great customer experience. Unfortunately, many companies are focussed on digital transformation, but they’ve forgotten why.

Jeremiah Owyang, Founding Partner of Kaleido Insights, insists that just because you can do something doesn’t mean that you should, and that rings true for digital transformation. He’s a great believer of self-care within the industry and explains the best way to advance our social media careers whilst understanding the pressures we face.

Social media is ever-changing, which means there’s an immense pressure to keep up and a high chance of failure. Fortunately, Jeremiah has mapped out the lifecycle of social, which could help you understand where to make changes within your business and connect with your audience effectively.

In This Episode:

05:44 – What is digital feudalism?
07:55 – Where we are in the lifecycle of social
09:06 – The skills needed for modern day social media professionals
11:32 – The biggest challenges in digital transformation
16:30 – Are social media failures due to cultural weaknesses
21:32 – What is Community Manager Day?
30:14 – Jeremiah’s one tip for aspiring social pros

Resources:

Get the new State of Marketing report for free from Salesforce here.
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners here.
Find out more about Emma’s email marketing platform
Read Jeremiah’s blog here
Check our David Armano’s blog here
Jeremiah recommends reading articles by Amber Mac
Listen to our podcast with Scott Monty here

Visit SocialPros.com or more insights from your favorite social media marketers.

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Mitch Jackson, aka “The Streaming Lawyer,” joins the Social Pros Podcast to discuss how social media can be a game-changer for professionals.

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Full Episode Details

Being a powerful story-teller in court can also help you become a powerful story-teller across social media. Yet, people in professional services are often wary of posting on social media. That might not be a surprise, but sharing knowledge on a global platform can open you up to new clients and new opportunities.

That’s what my guest this week, Mitch Jackson, trial attorney and Senior Partner at Jackson & Wilson Inc, has done. Using his court room communication skills, he has taken social media by storm.

Tune in to find out how social media can be a game-changer for professionals. We talk to Mitch about his successful social strategy and how that has transformed his career. His social media presence even led him to becoming a best-selling author and a social media and live streaming consultant. And, he also gives us tips for other lawyers and professionals looking to build their online audience.

So, if you thought all lawyers were stuffy – then you won’t want to miss the truly inspirational social media force that is Mitch Jackson.

In This Episode:

08:33 - How Mitch moved from helping on a 1:1 basis to helping a global audience
10:57 – Ask your customers how they want to communicate with you
15:12 – How to communication is key to building your presence on social media
16:56 – How Mitch gets his content inspiration and grabs attention
19:37 – How professional service firms can harness social media
24:23 – Should you worry about the ROI on your social engagement?
27:09 – Top 3 tips on how to communicate and create relatable content
29:47 – Why consistency is so important to your content strategy
30:42 – How repurposing content can save you time and reach more people
34:08 – Regulations about social advertising by law firms
38:30 – How future lawyers can utilise social media to build their brand
40:43 – What's next for Mitch Jackson?

Resources

Grab your copy of Salesforce’s “The State of the Connected Customers” Report
Get the new State of Marketing report for free from Salesforce
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
Redeem a FREE $100 LinkedIn advertising credit to launch your first campaign with LinkedIn Marketing Solutions
Read “The Ultimate Guide to Social Media For Business Owners, Professionals, and Entrepreneurs” by Mitch Jackson
Check out Mitch’s blog - “Streaming Lawyer”
Listen again to Amy Woods, Founder of Content 10x on “How to Repurpose Your Content on Social for Maximum Results”

Visit SocialPros.com for more insights from your favorite social media marketers.

The Ultimate Guide to Social Media For Business Owners, Professionals and Entrepreneurs

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Rory Vaden, the Co-Founder of Brand Builders Group, joins the Social Pros Podcast to discuss the key steps you need to take to build and monetize your successful personal brand.

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SocialMedia.org

Full Episode Details

We are surrounded by a constant stream of marketing noise, influencers, and competition. What’s the secret to creating a personal brand that will make you stand out from the crowd and generate revenue?

If you can’t be found, if you have mixed messages, if you have no real solution to a problem people are facing and have a weak reputation – then people are unlikely to buy from you. However, if you want to build a personal brand that grows revenue – then you need to be that person people think about before anyone else.

Rory Vaden, the Co-Founder of Brand Builders Group, believes, that the secret to building a successful personal brand is to do with answering a simple question. What is your solution and your uniqueness? If you can’t answer those two things, then you will find it hard to cut through the noise and deliver effective messages. Your entire branding and marketing strategy must be centered on how you solve a problem and what makes you unique. Only then can you focus on building a rock-solid reputation that will grow your revenue.

In This Episode:

8:43 – What approach should you take to showcase our personal brand in social media
14:37 – How to craft your personal brand around solving a problem
17:06 – How to stand out when other influencers are solving similar problems to you
19:19 – Why focusing on your solution and your unique “lens” on the world will help you stand out from the crowd
23:06 – How to avoid getting your personal brand wrong
25:16 – Why having a “Relationship Headquarters” is important for your brand
29:31 – What you can learn from the big brands to apply to our own personal branding strategies
34:31 – Why building a “rock solid” reputation must precede revenue

Resources:

Get the new State of Marketing report for free from Salesforce here.
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners here.
To get your free no obligation free call from Rory and his team about how to build your brand and increase your influence go to Brand Builders Group.com/Social Pros
Learn more about the Brand Builders Group and how they can help you build and monetize your personal brand.
Find out about Rory Vaden’s Rock Solid Reputation Video Course at RoryVaden.com
Listen back to Sally Hogshead on Episode 226 of Social Pros for her take on the art of fascination can revolutionize and energize your brand.

Visit SocialPros.com for more insights from your favorite social media marketers.

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John Jantsch, Founder of Duct Tape Marketing, joins the Social Pros Podcast to discuss what social media professionals can learn from great minds throughout history.

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Full Episode Details

History tends to repeat itself and if you look closely, you’ll discover a lot of parallels between the waging of the American Civil War and the existing societal and political climate.

The wise will look to the past for guidance and as John Jantsch notes in his latest book, ‘The Self-Reliant Entrepreneur,’ today’s entrepreneurs and social media professionals can learn a lot from the inspirational meditations, thoughts and writings of great minds from the past. If you’re in the social media and marketing profession, you have to tap into your creativity to create things today that did not exist yesterday.

Of course, you’re not in this race alone. As John rightly declares, not only are social media professionals making up something that didn’t exist before, thousands of people are going to copy it tomorrow.

So, you have to go right back where you started and like many of America’s most notable authors, you’ve got to unleash your inner creative and be willing to always reach for your next great ‘win’ on social.

In This Episode:

05:13 – How the essence of marketing and podcasting has evolved in the last five years

07:24 – How John’s book, ‘The Self-Reliant Entrepreneur,’ acts as a guide for developing a deeper relationship with the entrepreneurial journey

10:38 – What we can learn from great minds of the past

13:43 – How John came up with the seasonal structure of his book

18:37 – What compelled John to explore the deep topics discussed in the book

22:32 – A closer look and analysis of some interesting quotes from ‘The Self-Reliant Entrepreneur’ and why they’re so relevant for social media professionals

Resources

Get the new State of Marketing report for free from Salesforce here.
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners here.
Redeem a FREE $100 LinkedIn advertising credit to launch your first campaign with LinkedIn Marketing Solutions
Read John’s latest book, ‘The Self-Reliant Entrepreneur’
Find out more about Duct Tape Marketing by visiting the website
Read, ‘Duct Tape Marketing Revised and Updated: The World’s Most Practical Small Business Marketing Guide’ by John Jantsch

Visit SocialPros.com for more insights from your favorite social media marketers.

Duct Tape Marketing Revised and Updated: The World's Most Practical Small Business Marketing Guide

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Amy Woods, the Founder of Content 10x, joins the Social Pros Podcast to discuss why repurposing should be an integral part of your content marketing strategy.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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Full Episode Details

Do you repurpose your content? Most marketers spend so much of their time and energy creating new content that they neglect to realize the potential value that comes from repurposing content.

Recycling your existing content for different mediums and platforms is an effective way to cut content creation time, expand audience reach and prolong your content’s longevity. However, if you’re serious about repurposing and remarketing your content, you need to get ahead of the curve and think about repurposing before you create the content.

As Amy Woods, the Founder of Content 10x, states, repurposing starts in the planning stage and shouldn’t be an afterthought. If you create content with your repurposing strategy in mind, you’ll be able to create and repurpose content more efficiently and get the most out of your content.

In This Episode:

05:17 – What content repurposing is and how it can help you amplify core content on social media

09:37 – An insight into Content 10x’s repurposing process

11:42 – Why you should create content with repurposing in mind

16:29 – Why you need to repurpose content differently for each of the social media platforms

20:15 – How repurposing can help improve your organic reach on social

23:24 – How to know what hashtags to use for the most engagement

25:36 – How to use content repurposing to drive traffic, increase awareness and generate more clicks

29:05 – Best publishing practices for filtering your repurposed content on social media

Resources

Get the new State of Marketing report for free from Salesforce here.
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners here.
Redeem a FREE $100 LinkedIn advertising credit to launch your first campaign with LinkedIn Marketing Solutions
Learn more about Content 10x and how they can help repurpose your content
Listen to the Content 10x podcast for more content repurposing tips!
Read ‘Content 10x: More Content, Less Time, Maximum Results,’ by Amy Woods

Visit SocialPros.com for more insights from your favorite social media marketers.

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Nicholas Sucich, the Executive Producer of Digital Communications at USPS, joins the Social Pros Podcast to discuss how social can bring you closer to your customers.

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Emma

Full Episode Details

Customer service is the bloodline of most businesses and the rise of social media has enabled brands to pursue a direct connection with their customers. However, a lot of the time, it’s easier said than done.

Working for a 600,000-employee federal agency is far from being the most fertile ground for social media communication. This is the challenge that Nicholas Sucich, the Executive Manager of Digital Communications at USPS faces on a daily basis. People are sending less mail these days and, in many ways, social media is to blame.

So, how can you make social an integral part of your digital communication strategy when there are literally thousands of players and not everyone remembers you’re all on the same team? It starts with getting social media approved in your organization and to do that, you need to get a seat at the table and sell social to your corporate leadership.

In This Episode:

05:23 – How to use social media as a customer service outlet

07:31 – How to use data and insights to improve social listening

10:20 – How to manage social communications at scale

16:23 – Why you should establish social media protocols for employees

19:40 – How to use social media as a recruiting tool

24:46 – How to prepare and plan for crisis communications on social

34:07 – How social media compares to traditional forms of broadcasting

Resources

Get the new State of Marketing report for free from Salesforce here.
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners here.
Take your email marketing strategy to the next level with help from emma.

Visit SocialPros.com for more insights from your favorite social media marketers.

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Kindra Hall, President and Chief Storytelling Officer at Steller Collective, joins the Social Pros Podcast to discuss how brands can increase consumer storytelling and solicit better stories from their customers.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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Emma

Full Episode Details

As a species, we’ve told stories since the first caveman (or cavewoman) painted mammoths inside cave walls. We’ve definitely got better at it since then, but the foundation of storytelling and how stories have the unique ability to drive emotion from deep within us has remained the same.

There’s no denying that although the essence of storytelling hasn’t changed much, the way we tell stories certainly has. Even traditionally published books have had to make room for the digital screen age of storytelling and what is a social media post other than a short-form story?

As Kindra Hall, President and Chief Storytelling Officer at Steller Collective says, every Instagram post is a stage for you to connect with your desired audience. So, you’ve got to make every word count and get people in your ecosystem to want to tell their stories with you. If you can find a way to solicit better stories from your customers, you’re well on your way to success.

In This Episode:

05:08 – How Kindra got involved in storytelling as a thought leadership platform
09:24 – Which of the four types of stories are best suited for social media
10:47 – Why so many brands are using stories the wrong way on social
15:06 – How visual content and multimedia can impact your stories
19:31 – How to increase consumer storytelling and solicit better stories from your customers
27:36 – How do you know when a story is working

Resources

Get the new State of Marketing report for free from Salesforce
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
Discover why emma is Jay’s go-to email marketing platform
Reserve your seat at the Social Fresh Conference in Winter Park, FL
Read Kindra Hall’s new book, Stories That Stick: How Storytelling Can Captivate Customers, Influence Audiences, and Transform Your Business

Visit SocialPros.com for more insights from your favorite social media marketers.

Stories That Stick: How Storytelling Can Captivate Customers, Influence Audiences, and Transform Your Business

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In this special encore episode of Social Pros, Griffin Thall, CEO and Co-Founder of Pura Vida Bracelets, joins the Social Pros Podcast to discuss how he has used influencer marketing and user-generated content to build a jewelry brand that dominates Instagram.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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Techsmith

Full Episode Details

As one of the fastest-growing marketing channels today, leveraging the power of Instagram to help sell products and services is a smart business move for sure. But, is it possible to build the back of an entire company on Instagram usage alone?

We’ve got a special encore episode of the show for you this week, where we’ve reached back into the Social Pros archives to bring you one of our favorite episodes of the year featuring Griffin Thall, CEO, and Co-Founder of Pura Vida Bracelets. Since appearing on the show, Griffin and his partner have cashed in and sold a majority stake of their company to Vera Bradley for $75 million.

When you listen to this episode and hear how Griffin and his team transformed a humble business into a global powerhouse using a strategic approach to user-generated content and influencer marketing, that $75 million starts sounding like a pretty good deal. After all, Pura Vida Bracelets has been crowned one of the best businesses on Instagram with an engaged following that helps the brand ship millions of bracelets each month.

In This Episode:

06:35 – The origin story of Pura Vida Bracelets and how they went from a small brand in Costa Rica to a global sensation selling millions of bracelets each month
11:47 – How social media has aided Pura Vida’s success
14:37 – How Pura Vida works with user-generated content (UGC content) and influencers to increase engagement and boost their presence on Instagram
18:00 – Why you should experiment on Instagram to find out what works for you
22:14 – Tips for working with influencers in the most effective way
27:14 – Why it’s important to work with brand representatives/ambassadors and key differences between online and in-person word-of-mouth marketing
30:51 – Why reviews and social-proof are vital to a brand’s success both online and offline

Resources

Get the new State of Marketing report for free from Salesforce
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
Learn more about Pura Vida Bracelets by visiting their website
Check out Pura Vida’s Instagram account
Foursixty is the software Pura Vida use to help manage user generated content on Instagram.
Check out The Infinite Dial 2019Report
Listen to The MFCEO Podcast and find out more about Andy Frisella.

Visit SocialPros.com for more insights from your favorite social media marketers.

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Pat Flynn, CEO of Flynndustries, the host of Smart Passive Income and author of Superfans, joins the Social Pros Podcast to discuss how you can transform your followers, subscribers and customers into superfans.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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SocialMedia.org

Master the Pyramid of Fandom

Building a loyal follower base is no easy feat. It takes time, dedication and strategy to create and retain fans that will follow you no matter what. However, you’ll never build a loyal fan base without mastering the “pyramid of fandom.”

Pat Flynn, CEO of Flynndustries and the host of Smart Passive Income, claims that fans aren’t created the moment people find you. They’re created by the moments you create for them over time. If you want to move fans from casual audience members to superfans who put your brand on blast every chance they get, you’ve got to put the work in.

Your superfans are your biggest supporters. They’ll promote your brand far and wide, tell their friends about you and engage with you in many different ways. Your superfans are out there, you just need to connect with them and provide them with magical moments that keep them coming back for more.

In This Episode:

06:19 – What the pyramid of fandom is and how to nurture fans to become superfans
12:23 – The progression of going from zero to superfan and tips to accelerate fans up the pyramid
24:31– How to get customers more involved and engaged
30:58 – Why you should focus on one social channel to connect with your superfans instead of trying to master all of them at once
33:22– The dark side of building fans and common pitfalls to avoid
39:46 – The importance of multimedia when it comes to building a following of superfans

Resources

Get the new State of Marketing report for free from Salesforce here.
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners here.
Find out more about Emma’s email marketing platform
Find out more about Smart Passive Income and tune into the podcast
Learn more about Pat Flynn’s new tech gadget, Switchpod, the minimal, versatile, handheld tripod
Read Pat Flynn’s new book, Superfans and claim your super bonuses!

Visit SocialPros.com for more insights from your favorite social media marketers.

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Jay Baer and Adam Brown go solo in this episode of the Social Pros Podcast to discuss common trends across social media marketing from the top U.S. hospitals.

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emma

Beyond the Newsfeed: The Best Healthcare Social Media for 2020

What can America’s biggest hospitals teach us about social media? According to Convince & Convert’s brand-new report, “Beyond the Newsfeed: The Best Healthcare Social Media for 2020,” hospitals across the U.S. are leveraging social to increase patient loyalty and attract more patients than ever.

However, getting social “right” in the healthcare industry is innately difficult. You’ve got a lot of regulatory considerations to keep in mind from patient privacy to hospital policies and so on. In many cases, you’ve got to wrestle all of this along with a wealth of different topics across the entire spectrum of health and wellness.

In this special episode, we take a closer look at the findings from the “Beyond the Newsfeed: The Best Healthcare Social Media for 2020,” report to reveal how hospitals use social media and how they’ve matured their own social strategies in ways that no one could have predicted.

In This Episode:

04:40 – How hospitals are changing the way they interact with patients on social
07:37 – Social media strategies and tactics that are working for hospitals
12:04 – How hospitals are using Facebook Live to engage with their audience and what other brands and industries can learn from it
14:43 – How the healthcare industry use paid social, boosted posts and targeted ads
19:31 – Best practices when it comes to sharing video content on social
22:50 – Why more hospitals are embracing technology and social media
30:41 – What healthcare administrators can learn about the country’s top three performing hospitals on social

Resources

Get the new State of Marketing report for free from Salesforce here.
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners here.
Learn more about how emma can help improve your email marketing strategy
Get your FREE “Beyond the Newsfeed: The Best Healthcare Social Media for 2020,” report now!

Visit SocialPros.com for more insights from your favorite social media marketers.

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John Carroll, Senior Manager of Business Outreach at Yelp, joins the Social Pros Podcast to discuss the importance of responding to online reviews and why you should never underestimate the value of good customer service.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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Emma

Respond to Customer Reviews!

Did you know that reviews that mention good customer service are 15 times more likely to be a 5-star review than a 1-star review? The problem is that so many businesses are focused on perfecting their product and ‘brand identity’ that customer service is often put on the back burner.

John Carroll, Sr. Manager of Business Outreach, believes that you shouldn’t have a different customer service strategy for each channel. Instead, you need to adopt a global customer service strategy that’s consistent across all of the channels. So, if you respond promptly in person, you should respond promptly online.

What your customers say about you online is important and if you want to keep negative reviews at bay, you’ve got to improve your customer service. Of course, you can’t always prevent customers from blasting negative feedback. But, there is a way to turn your most critical review into a positive insight. You’ll just need to tune in to our discussion with John Carroll to find out how…

In This Episode:

02:10 – Interesting statistics about how people leave reviews based on customer service and the speed of service
06:58 – Why it’s so important for brands to respond to reviews
14:13 – How brands have listened to Yelp reviews and turned things around
20:32 – John predicts the future of Yelp reviews concerning 5G, GPS and mobile
24:05 – Tips to help businesses get more reviews on Yelp
30:22 – How Yelp leverages social for customer service

Resources

Get the new State of Marketing report for free from Salesforce here.
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners here.
Learn how to stay connected with your email marketing subscribers using Emma
Find out more about Yelp’s Study: Customers Often Talk To The Manager Before Writing a 1-Star Review
Discover why Faster Service Leads to Better Reviews and Happier Customers
Learn why Customer Service is the Secret to 5-Star Reviews
Log in to Yelp for Business Owners and start responding to customer reviews
Take a look at Marina Abramović’s nerve-wrecking performance of “The Other: Rest Energy” (1980)

Visit SocialPros.com for more insights from your favorite social media marketers.

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Jill Paider, an award-winning photographer and creative director, joins the Social Pros Podcast to discuss the importance of sharing photogenic content on Instagram and how ‘social photography’ has impacted the industry.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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Emma

Full Episode Details

When most people think about creative minds, they recall world-renown artists, novelists, architects and so on. However, what you might not realize is that social pros are creatives too. It takes a lot of creative thinking to produce and publish great posts and come up with effective marketing strategies that can propel a brand’s growth.

But, can creativity be taught? Or, is it something that only the Leonardo da Vinci’s and Steven Spielberg’s of the world are born with? Jill Paider is an award-winning photographer and creative director. She has published 21 books and believes that inspiration fuels creativity.

The only problem is that if you are a creative, inspiration isn’t a luxury, it’s a necessity. You have to learn how to spark inspiration to keep doing the work that you love. You can’t wake up one morning and procrastinate because you weren’t feeling inspired. You’ve got to train your brain to fire on the cylinders and keep the creative juices flowing no matter what.

In This Episode:

06:55 – How to train your brain to get into a creative routine
09:16 – Why and how to silence the voice of your inner perfectionist
12:19 – Tips for balancing travel and work
14:03 – How the professional photography industry has been impacted by social photography
19:24 – Why photography is deemed as 80% creative and 20% technical
22:39 – How to use social to promote books
30:28 – How to be patient as a photographer and social media professional

Resources

Get the new State of Marketing report for free from Salesforce
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
Learn how to use emma to help you design stunning emails that ‘win the inbox’
Read Jill Paider’s book, “Getting Ahead: The Creative’s Guide to Staying Inspired & Doing the Work You Love”

Visit SocialPros.com for more insights from your favorite social media marketers.

Getting Ahead: The Creative's Guide to Staying Inspired & Doing the Work You Love

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Greg Hounslow, Emerging Media Manager at WestJet, joins the Social Pros Podcast to discuss how the airline has propelled their online presence to become the number one brand on social in the airline industry.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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Emma

Building a Number One Brand on Social

Influencer marketing has definitely made its mark on social. But, as with most things in life, there’s a right and wrong way to do influencer marketing. Many businesses make the mistake of pursuing influencers just because they have a large following, but that doesn’t always mean that they can add real value to your business.

According to Greg Hounslow, the Emerging Media Manager at WestJet, you should also consider the content output an influencer provides and whether it can actually help drive your brand and ROI forward.

WestJet is the number one airline on social media, winning multiple awards for their strategy and performance. Other brands in the airline industry struggle to rival their success and their secret is simple – rather than stick to the same strategy year after year, they’ve continued to evolve alongside social media.

In This Episode:

07:17 – How the social programme at WestJet is organized
11:56 – How WestJet’s team expectations have shifted over the last five years
15:00 – The benefits of evaluating organic reach through fan engagement and evaluating paid from a revenue generation perspective
17:06 – How WestJet’s content strategy has evolved
20:37 – How the customer care team responds to negative feedback
29:22 – Greg predicts the future of chatbots
34:40 – When influencer marketing works and when it doesn’t

Resources

Get the new State of Marketing report for free from Salesforce here.
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners here.
Learn more about how emma can help improve your email marketing strategy
Listen to episode 107 of the Social Pros Podcast to hear Greg discuss how WestJet uses social media to enhance customer relations

Visit SocialPros.com for more insights from your favorite social media marketers.

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Jen Hartmann, the Public Relations and Social Media Manager at John Deere, joins the Social Pros Podcast to discuss how a 180 year old brand leverages paid social.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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Emma

Social is no longer a free marketing tool

There was a time when social could be used as free marketing. The only price you had to pay for some engagement was time and maybe a little bit of luck. However, putting the same message on multiple platforms and hoping for the best isn’t going to cut it anymore.

Paid social is arguably the most effective way for brands to expand the reach of their content. Instead of saturating your audience with content, you need to consider targeting the right audiences, at the right time and on the right social platform.

Jen Hartmann, the Public Relations and Social Media Manager at John Deere, agrees that social is no longer the free marketing tool it used to be. As you can imagine, it was a challenge for her and the social team to transform the corporate strategy of a business that has been in the game for 180 years.

Tune in to find out how paid social helped John Deere target their specific audience with the right message at the right time and how to make it work as part of a much larger marketing communications program.

In This Episode:

08:25 – How to work with multiple social media stakeholders from different countries
13:07 – How to know when you’re one of the best social brands in the world
16:46 – How to balance the content you share with your audience
21:25 – How brands can insert themselves into conversations on social without being tagged or invited
26:58 – Why brands should stop looking at social as free marketing and start seeing the benefits of paid social
31:31 – An insight into John Deere’s influencer marketing strategy

Resources

Get the new State of Marketing report for free from Salesforce here.
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners here.
Learn how to stay connected with your email marketing subscribers using Emma
Find out more about John Deere’s heritage and equipment

Visit SocialPros.com for more insights from your favorite social media marketers.

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Marissa Sharpless, Sr. Manager, PR and Social Media at Cinnabon, joins the Social Pros Podcast to discuss the power of storytelling on social media.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

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emma

Storytelling on Social

People have been telling stories since the dawn of time. A great story has the power to bring people together and foster meaningful relationships between brands and customers. But with no recipe to follow, how can you use social for storytelling?

The good news is that you don’t need a massive following to start connecting with your audience via storytelling. Even if you only have a handful of followers, knowing how to tell a good story on social can make waves that resonate outside of your community.

As Marissa Sharpless, Sr. Manager, PR and Social Media at Cinnabon rightly says, your storytelling ability is what will help you transform your fans into brand advocates. You don’t need to turn yourself into the next George R.R. Martin to be able to tell a story people will connect with. Your story could be something ‘small’ or as big as changing the world one Cinnabon at a time.

In This Episode:

04:23 - How Marissa went from being a reality TV star to the Sr. Manager of PR and Social Media at Cinnabon

09:39 – How Marissa’s background in broadcast journalism has helped her fuel Cinnabon’s success on social

11:00 – What it’s like working with multiple franchise owners

16:05 – How Cinnabon views paid social and use it to boost customer advocacy

19:03 – How to incorporate UGC in your brand storytelling

23:33 – How to use Twitter Chats and social listening to bond with your community

34:18 – How Cinnabon utilizes data when it comes to sales attribution

Resources

Get the new State of Marketing report for free from Salesforce
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
Learn more about how emma can help you take your email marketing strategy to the next level
Find out more about Cinnabon Bakery and their tasty treats!

Visit SocialPros.com for more insights from your favorite social media marketers.

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Amrita Gurney, the Vice President of Marketing at CrowdRiff, joins the Social Pros podcast to discuss how brands can leverage the power of user-generated content to build their audience.

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Emma

Defeat the challenges of UGC

User-generated content has equipped brands with an infinite pool of videos and images to share with their audience. But, there’s a lot to think about when it comes to building a user-generated content strategy and making sure you’re not stepping on any legal toes is just the tip of the iceberg.

A simple search on Instagram is all it takes to pull up millions of photos and some of them are good enough that brands want to use them. The combination of different educational resources available to help improve your images has led to this renaissance of photography that many of us could never have predicted, according to the Vice President of Marketing at CrowdRiff, Amrita Gurney.

With a software platform like CrowdRiff, you can find UGC images that you can license and reuse for other purposes, helping your brand to promote authenticity, build trust and drive purchasing decisions.

In This Episode:

03:52 – How brands can use CrowdRiff to get smarter with the way they use visual content to attract audiences

05:34 – How to get permission to use UGC photos

08:43 – Different ways that you can use UGC photos to promote your brand

10:26 – How to approach licensing and securing the rights to use UGC images

13:25 – How CrowdRiff uses AI to curate relevant images

15:54 – Tips for choosing visuals that perform well on social

26:21 – How the quality of images has evolved over the years

Resources

Get the new State of Marketing report for free from Salesforce
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
Learn more about how Emma can help you reach your email marketing goals
Discover how CrowdRiff can help you get smarter with the way you use visual content to attract audiences

Visit SocialPros.com for more insights from your favorite social media marketers.

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David Armano, Global Strategy Director at Edelman, joins Social Pros to discuss the relationship between word of mouth and influencer marketing.

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Airtable

Consumers Trust Influencers

Did you know that 63% of consumers trust influencers about brands more than they trust brands about brands? This has got to be one of the most undeniable proof points for the viability of peer to peer influence. Yet, so many brands still shy away from influencer marketing.

The truth is that consumers are more likely to believe what they hear about a brand via word of mouth than what the brand says about themselves. Consumers listen to influencers because they trust them, and they’re entertained by them in some way. However, it’s not all sunshine and rainbows in the influencer space.

As David Armano cautions, the influencer marketing space has a lot of rampant fraud. Yes, brands can leverage influencers to get in front of the right audiences. But, technologies also have the power to drive fake followers and engagement using bot farms, which can damage the authenticity of the results.

In This Episode:

06:08 – How Edelman structures their social digital team

08:34 – How social campaigns have evolved over the last decade

15:36 – How much testing and experimentation brands should do in social digital

20:17 – How Edelman’s Trust Barometer works

25:07 – The relationship between influencer marketing and word of mouth

29:28 – How to assess whether a spokesperson is suitable for a brand promotion

35:48 – How issues in crisis communication has changed in the era of social

Resources

Get the new State of Marketing report for free from Salesforce
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
Find out more about how Airtable can help you organize your work and get your free guide on how to use your social media calendar better
Learn more about Edelman and how they can help you earn trust through communications
Download the results from the 2019 Edelman Trust Barometer

Visit SocialPros.com for more insights from your favorite social media marketers.

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Blake Lawrence and Adi Kunalic, Co-Founders of opendorse, join the Social Pros Podcast to discuss their incredible athlete marketing platform and how its revolutionizing the way the sports industry use social.

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Pattern 89

Power Comes with Content

The influencer marketing landscape is at its pinnacle with brands seeking help from ‘prized’ influencers to drive their message to audiences large enough to pack out hundreds if not thousands of sports stadiums. But not every influencer is a born marketer.

Athletes are prime examples of influencers who, despite not being natural marketers, get worldwide attention from their social audience. Thus, brands and sponsors see athletes as the “golden chalice” of influencers who have the unique power to reach millions of sports fans with every post they publish on social media.

According to Adi Kunalic and Blake Lawrence from opendorse, the ability to reach the masses on social isn’t exclusive to the most influential entities in sports media. The average athlete has a 6% engagement rate on social compared to the average sports team, which has an engagement rate of just 0.3%.

In This Episode:

03:58 – How athletes use opendorse to share content with their audience

08:34 – Why more employee advocacy platforms should consider personalizing the experience

12:39 – How opendorse can help you build your brand

18:03 – What type of content works best for engagement

22:39 – How to use reporting and analytics to get more value from influencer marketing

32:23 – How opendorse can help brands establish relationships with athletes

Resources

Get the new State of Marketing report for free from Salesforce here.
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners here.
Learn more about how Pattern 89 can help you reduce costs and increase revenue with your social ads.
Find out more about opendorse and how they can help you share content with athletes here.

Visit SocialPros.com for more insights from your favorite social media marketers.

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Ryan Thompson, CMO of Blue Heron, joins Social Pros to discuss social strategy in the hospitality industry and why you should keep tabs on what your guests are saying on review sites.

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Airtable

Listen to your customers online!

The hospitality industry can use social media to strengthen relationships with existing customers, promote their hotels and attract new guests. However, many hotels haven’t grasped the concept of social as an effective marketing communication tool. While they’re busy catching up, companies like Caesars Entertainment use social to swarm its customers and boost their online presence.

Social is a window into your customers’ lives and if you’re in the hospitality industry, you need to pay close attention to what your guests are saying about you online. 95% of travelers read online reviews before booking. So, if you roam in the travel and hospitality space, you need a frontline social team to respond to reviews whether guests are singing your praises or not.

As our guest, Ryan Thompson, says, if you’re doing a good job of attracting the right people with your offering, your guests will help define the voice of your brand. Surprisingly, as Caesars Entertainment has proved, you don’t need an enormous team to surround your customers on social.

In This Episode:

06:44 – How to structure a frontline social team and maintain a range of tonality across all social channels

13:01 – Tips to help hospitality businesses improve reach and engagement

16:30 – Why hospitality businesses need to pay close attention to review sites

19:11 – How to work with social influencers and brand ambassadors

24:03 – How email marketing can assist your social strategies

29:16 – How to use geo-based marketing and long-term campaigns to attract customers

33:34 – How to approach budgeting in a multifaceted organization

Resources

Get the new State of Marketing report for free from Salesforce here.
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners here.
Learn more about Airtable and get your free template here.
Listen to this Social Pros Podcast episode featuring Carlos Garcia, CEO of HYP3R – “How Location-Based Social Chatter Unlocks Your Fans” here.
Find out more about Caesars Entertainment here.

Visit SocialPros.com for more insights from your favorite social media marketers.

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Oz Etzioni, the CEO and Co-founder at Clinch joins the Social Pros Podcast to unveil how hyper targeting works in digital advertising.

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Emma

How Hyper-Targeting Works in Digital Advertising

With the right data, you can learn more about the user you want to show an ad to and give them an experience tailored to the individual. Whether you’re an advertiser, agency or publisher, data-driven personalized ads will boost performance and deliver higher ROI because people simply like content that is personable to them.

If you want to crack the code of hyper-targeting in digital advertising, you’ve got to unearth and leverage the data that social platforms offer. Social ecommerce is the future and if you want to see an upward sales trajectory, your ads must reach the right person at the right time with the right message on the right channel.

Oz Etzioni is the CEO of Clinch, an innovative omni-channel AI-powered personalization platform that delivers ad experiences tailored to the individual. If you want to communicate with customers in such a way that they want to do business with you, you’ve got to start offering an individualized creative experience.

In This Episode:

04:20 – The value of crafting hyper-targeted digital ads
09:55 – How an omni-channel works
13:11 – What creative permutations drive the best results from personalized ads
18:22 – Addressing the potential invasiveness of this level of personalization and the associated privacy issues
20:22 – How the intersection of ecommerce and Instagram has grown
28:49 – Common objections related to hyper-targeting your creative ads online

Resources:

Get the new State of Marketing report for free from Salesforce
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
Find out more about Emma, the go-to email marketing platform
Learn more about how Clinch can help increase return on ad spend using data-driven personalized messages with real time optimization
Visit the client portal on Clinch to see lots of great case studies here.

Visit SocialPros.com for more insights from your favorite social media marketers.

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Senior Marketing Executive and Food and Hospitality Influencer, David “Rev” Ciancio, joins the Social Pros Podcast to talk about how to increase engagement on Instagram with a fine-tuned social media strategy.

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SalesForce Marketing Cloud

Pattern 89

Posting with Purpose

Are you hungry for more engagement on Instagram? There was a time (long, long ago) when all you had to do was post a half-decent photo with a short, preferably funny caption and that was it. Nowadays, if you want to be classed as an ‘influencer,’ you’ve got to sharpen your game and make sure every post provides value to someone, somehow.

As our guest, David (Rev) Ciancio says, “you’ve got to have a reason why you are creating and sharing content.” If your posts don’t provide any value, you’ll continue to see tumbleweeds roll through your Instagram feed. Know your audience’s pain points and give them content that they actually want and need.

Rev is a Senior Marketing, Branding and Digital Strategist (and expert burger taster), who helps brands and businesses up their game on Instagram. As one of the country’s leading food and hospitality influencers, what he has to say about marketing on Instagram is taken as gospel by many, especially for those in the food and restaurant space. So, if you’re curious to find out more, grab a fork and dig in!

In This Episode:

06:46 – Common mistakes to avoid with your Instagram bio

10:37 – What works when it comes to food marketing on Instagram

15:03 – How to use video effectively on Instagram and the importance of conveying customer experience

19:15 – Why UGC (User Generated Content) is so important when creating a successful Instagram marketing strategy

23:09 – How to take high-quality images to share on Instagram

27:12 – Rev shares his predictions for food trends

Resources:

Get the new State of Marketing report for free from Salesforce
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
Learn more about how Pattern 89 can help optimize your Facebook Ad campaigns
Get David’s (Rev’s) FREE guide, “5 Mistakes That You’re Making on Your Instagram Bio"
Visit Rev’s website, ‘Burger Conquest’ for more marketing tips
Find out more about Rev’s company, ‘Yeah! Management’
Follow Rev on Instagram to keep up with his delicious posts
Connect with Rev on Twitter
Check out Weird Al Yankovic’s Instagram profile

Visit SocialPros.com for more insights from your favorite social media marketers.

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In this special episode of the Social Pros Podcast, Jay and Adam dive into the biggest trends to impact social in 2019 so far.

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Emma

Top 6 Social Trends in 2019

We’re already mid-way through the year and we’ve seen tons of fascinating social media trends emerge across the various platforms. With the social space continuously changing and evolving, social marketers have got to stay ahead of the game if they don’t want to get left behind.

The Social Pros Podcast has been on fire this year with a stream of remarkable guests including some of the top social media professionals in the country. In this special episode, Jay and Adam take a look back at some of the stand-out episodes of the year to reveal six of the biggest social trends in 2019 so far.

Some of the trends you’ll hear about were brought to the light by previous guests on the show while others were pulled from Jay and Adam’s work as strategists for great brands from around the world. Let’s just say that if you haven’t been paying attention to social trends, now is the time to perk up and listen in!

In This Episode:

05:19 – How user behavior on social is changing according to The Infinite Dial Report 2019
11:30 – Why you should think of channels as a unique place to deploy a particular strategy and the future of social commerce
15:52 – What social platforms are getting more traction in 2019
21:29 – How user-generated content and influencers have become a must-do for almost every brand
30:03 – How ratings and reviews impact B2C and B2B companies
34:40 – How LinkedIn has become a content powerhouse

Resources:

Get the new State of Marketing report for free from Salesforce here.
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners here.
Find out more about Emma’s email marketing platform here.
Download the Infinite Dial Report 2019 here.
Read ‘Hug Your Haters’ by Jay Baer here.

Visit SocialPros.com for more insights from your favorite social media marketers.

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Paul Roetzer, the Founder and CEO of PR 20/20 and Marketing Artificial Intelligence Institute, joins the Social Pros Podcast to discuss the impact of AI on social media professionals.

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SalesForce Marketing Cloud

Pattern 89

It’s Time To Pay Attention To Artificial Intelligence

You can’t deny that artificial intelligence keeps getting smarter, faster, and more powerful by the day. As social media professionals, we’re starting to rely on AI more and more to assist and improve our marketing efforts.

However, there seems to be a dark cloud of fear and uncertainty surrounding AI. In fact, no other form of technology has received quite as much negative PR as AI and Paul Roetzer puts it down to the fact that very few people actually know and understand what AI is.

What many marketers fail to realize is that you interact with AI numerous times a day. We’re talking Netflix, Facebook and even your iPhone – all of them are powered by intelligent algorithms. But as a consumer, you don’t care. It makes your life more convenient and, according to Paul, that’s what will happen as our marketing tools continue to get smarter. It’ll simple make marketing easier for us.

So, is now the time we need to start paying attention to artificial intelligence? Or, as many of us fear, are the machines coming for our jobs? Tune in to find out!

In This Episode:

03:23 – Why we should start paying attention to marketing artificial intelligence
05:28 – Why AI gets a bad rep and the difference between AI and machine learning
11:00 – How AI can help you make better marketing predictions
15:27 – How social practitioners can understand AI quicker than their competitors
21:42 – Whether you should be concerned about robots taking over your job
24:51 – Who needs to become ‘AI Specialists’ in your in-house marketing department

Resources:

Get the new State of Marketing report for free from Salesforce here.
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners here.
Learn more about how you can use Pattern 89 as your paid social utility belt here.
Find out more about the Marketing Artificial Intelligence Institute here.
Get your tickets to the Marketing Artificial Intelligence Conference here.
Download The Ultimate Beginner’s Guide to AI in Marketing for FREE right here.
Use the free resource, “AI Score for Marketers,” here.
Read “Automate This: How Algorithms Came to Rule Our World” by Christopher Steiner here.
Read “Human + Machine” by Paul Daugherty and James Wilson here.
Read “Prediction Machines: The Simple Economics of Artificial Intelligence,” here.
Take Andrew Ng’s FREE course, “AI For Everyone” here.

Visit SocialPros.com for more insights from your favorite social media marketers.

Prediction Machines: The Simple Economics of Artificial Intelligence

Automate This: How Algorithms Came to Rule Our World

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Michael Port, the Co-Founder and CEO of Heroic Public Speaking, joins the Social Pros Podcast to discuss the power of storytelling and how to eliminate the fear of creating video for social.

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Sales Force Marketing Cloud

Emma

How to Overcome Fear of Creating Video in Social Media

Telling stories through video is all about capturing your audience’s attention and holding it long enough to cultivate an interest in your message. If you haven’t leveraged video thus far and have still managed to achieve some level of success on social, it’s probably because you’re telling good stories. The question is, how can you take your stories and transfer them to video?

When thinking about creating a video for social, Michael Port, the CEO of Heroic Public Speaking, suggests that you start with Aristotle’s concept of the three-act structure. Every story has a beginning, middle, and end. It’s up to you to decide how you’re going to present the setup, confrontation, and resolution of your story in the most effective way possible on social.

Social media that spreads only spreads because the stories are well told. When you understand how a story is organized, sculpted and told, you can use that knowledge to get people to not only see the world differently but think, feel and act differently.

In This Episode:

05:14 – How to transfer your stories to the screen using the three-act structure
09:37 – Why you need to understand how to create and release tension on social
10:59 – How to drip feed your story to create intrigue and build an audience
18:23 – Why you should make strong choices with your video content
22:46 – How to get better on camera and create engaging videos
27:37 – How to effectively package and present pitch ideas to potential clients
38:31 – Michael’s top tips for creating a video in social media

Resources:

Get the new State of Marketing report for free from Salesforce here.
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners here.
Find out more about Emma’s email marketing platform here.
Learn more about Heroic Public Speaking here.
Listen to Michael’s, ‘Steal the Show’ Podcast here.
Read Michael’s new book, “Steal the Show” here.

Visit SocialPros.com for more insights from your favorite social media marketers.

Steal the Show: From Speeches to Job Interviews to Deal-Closing Pitches, How to Guarantee a Standing Ovation for All the Performances in Your Life

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Lauren Teague, the Digital Strategist at Convince & Convert, joins the Social Pros Podcast to talk about how to plan and prepare for broadcasting live social media content.

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Emma

How to Not Screw Up Your Live Social Media Content and Broadcasts

Broadcasting social media content live to the masses is intimidating if you lack the confidence and experience of a professional journalist. But, thankfully for us, there are measurements you can take to help you prepare.

Lauren Teague, the Digital Strategist at Convince & Convert, re-joins the Social Pros Podcast following a decade hiatus since her last cameo. This time, she lays the groundwork when it comes to real-time content and reveals what it takes to win in a situation where you’re competing against professional journalists and publications who are trying to get the same story out at the same time.

When you go live on social, you’re not just competing against yourself. You’re competing against everyone else in the room because, in real time social, everything and everyone is competition. If you want to ‘win’ in those situations, you’ve got to find a way to put a twist on it and discern the one thing you can do that journalist can’t.

In This Episode:

06:14 – How social has changed over the last decade and the rise of real-time social
11:30 – Why you need to prepare and plan for your real-time content
15:35 – How to reconcile the use of organic and paid content with your customers
18:39 – The power of incorporating emojis in your live social content
23:53 – An insight into the social media metrics and measurement system used at Convince & Convert
29:14 – Lauren shares the aspects of analysis that resonates with brand advocates compared to general customers
34:55 – Lauren reveals her favorite social network channel and why it’s so great for posting a variety of mixed media

Resources:

Get the new State of Marketing report for free from Salesforce here.
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners here.
Find out more about Emma’s email marketing platform here.
Listen to Lauren’s fantastic podcast, “Mom Buns” here.

Visit SocialPros.com for more insights from your favorite social media marketers.

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Jessica Jensen, Global Director of Marketing at Qualcomm, joins Social Pros to discuss how she leverages influencer marketing in the B2B world.

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Sales Force

Pattern 89

How Qualcomm Grew a Thriving Influencer Marketing Program from Scratch

Influencer marketing is about more than finding a “celebrity” to post a selfie with your merchandise. If you want to leverage the power of influencer marketing to drive business, you need to carefully consider your approach.

During her time as the Global Director of Marketing at Qualcomm, Jessica Jensen has learned to take a methodical, procedural and creative approach to influencer marketing. But, above all else, she remembers to be human.

Whether you’re launching a new product or reaching out to an influencer you want to work with, you can’t be afraid to show your human side. Jessica reminds us that we’re in an era where the illusion of perfection is not okay. Your customers want to get to know the people ‘behind the mechanisms’ and this means you’ve got to work hard to build an authentic social presence.

In This Episode:

05:02 – How Jessica manages and deploys the digital marketing team at Qualcomm
08:36 – The power of identifying and leveraging social influencers in B2B
13:52 – The social strategy behind the Apple and Qualcomm legal battle
17:56 – How customer service works in a B2B market
19:54 – Why executives need to build their social presence on a more human level
26:19 – Jessica reveals her biggest challenges in marketing, PR and social in B2B
29:05 – An insight into how Qualcomm leverages video and live video on social

Resources:

Get the new State of Marketing report for free from Salesforce here.
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners here.
Get your 14-day free trial with Pattern89 here.
Listen to The Social Currency Podcast Show with Jess Jensen and Tuck Ross here.
Check out the podcast, “Pivot with Kara Swisher and Scott Galloway” here.
Read “The Four: The Hidden DNA of Amazon, Apple, Facebook and Google” by Scott Galloway here.

Visit SocialPros.com for more insights from your favorite social media marketers.

The Four: The Hidden DNA of Amazon, Apple, Facebook, and Google

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Griffin Thall, CEO and Co-Founder of Pura Vida Bracelets, joins the Social Pros Podcast to discuss how he has created the most engaged jewelry brand on Instagram.

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Techsmith

Is This the Best Business on Instagram?

We hear a lot about influencer marketing on social media, and particularly on Instagram, where many brands have embraced influencer marketing to help sell their products and services, and build an engaged following.

According to Edison Research’s 2019 Infinite Dial Report, Instagram (unlike Facebook) continues on an upward trajectory when it comes to the number of users on the platform. As such, influencer marketing is also on the rise and gained a lot of attention. But, how do you choose the right influencers?How do you work with influencers? How do incorporate influencer marketing with your overall marketing strategy?

Pura Vida are a shining example how to do this right. They are a brand that have succeeded through the power of social media. Griffin Thall, CEO and Co-Founder of Pura Vida Bracelets, shares how he has created the most engaged jewelry brand on Instagram through very thoughtful and well-managed mix of user-generated content and influencer content.

In This Episode:

05:32 – The incredible story of Pura Vida Bracelets from humble beginnings in Costa Rica to millions of bracelets shipped monthly, working with 600+ artisans worldwide
10:44 – The ways that social media has propelled Pura Vida to where they are today
13:34 – How Pura Vida create content for Instagram by working with user-generated content (UGC content) and influencers
16:57 – Experimenting on Instagram to find out what’s right for your brand
21:11 – How to work with influencers in the most effective way
26:11 – The importance of working with brand representatives/ambassadors and the differences between online and in-person word-of-mouth marketing
29:48 – The power of reviews and social-proof

Resources:

Get the new State of Marketing report for free from Salesforce
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
Learn more about Pura Vida Bracelets by visiting their website
Check out Pura Vida’s Instagram account
Foursixty is the software Pura Vida use to help manage user generated content on Instagram
Check out The Infinite Dial 2019Report
Listen to The MFCEO Podcast and find out more about Andy Frisella

Visit SocialPros.com for more insights from your favorite social media marketers.

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Tom Webster, Senior Vice President of Strategy and Marketing at Edison Research, joins the Social Pros Podcast to discuss how and why Facebook lost an epic portion of users in just two years.

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Pattern 89

Facebook Lost 15 Million Users, What Now?

The social media landscape seems to have leveled off over the last few years with no major changes to its user base to trouble ourselves with. That is, until now. According to Edison Research’s 2019 Infinite Dial Report, Facebook’s user base declined by a staggering 15 million since 2017.

Tom Webster, the Senior Vice President at Edison Research, put the numbers in perspective when he compared Facebook’s usage decline to the population of Pennsylvania & New Mexico combined. The results from this comprehensive and highly-regarded survey follow a similar pattern as last year, which saw a Facebook usage decline of eight percent in 2018.

Is this the end of the road for Facebook? Why, after so many years of growth and prosperity, has Facebook seen such a drastic reduction in usage in the United States? Tune in to hear from Tom Webster, the man with his finger on the pulse of what’s happening on social media and who can tell us once and for all if it’s time to finally abandon Facebook as a social media tactic.

In This Episode:

07:10 – What the findings from this year’s Infinite Dial Report means for the future of Facebook
14:46 – Why Pinterest is a great platform for ad targeting
16:31 – An insight into the questions that Edison Research receives from major social networks
19:46 – Why you shouldn’t underestimate the power of LinkedIn as a social platform
22:10 – How smartphone and tablet usage has impacted screen real estate
29:49 – Why the popularity and usage of speaker technology will continue to evolve

Resources:

Get the new State of Marketing report for free from Salesforce here.
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners here.
Get your 14-day free trial with Pattern89 here.
Learn more about Tom’s work by visiting his website.
Find out more about Edison Research here.
Check out The Infinite Dial 2019 Report here.
Download The Podcast Consumer 2019 Report here.
Read “Youtility: Why Smart Marketing Is about Help Not Hype” by Jay Baer here.
Read “The Undoing Project: A Friendship That Changed Our Minds” by Michael Lewis here.
Try Tom’s recommended Sipsmith gin, “V.J.O.P.”

Visit SocialPros.com for more insights from your favorite social media marketers.

The Undoing Project: A Friendship That Changed Our Minds

Youtility: Why Smart Marketing Is about Help Not Hype

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Joseph Jaffe, Admiral, Co-founder at The HMS Beagle and author of ‘Built to Suck,’ joins the Social Pros Podcast to discuss why all companies and social networks are built to suck.

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Salesforce Marketing Cloud

Emma

Are Social Networks Built to Suck?

Washed up social media networks litter the shores of the internet. Old-time favorites like MySpace and Bebo are nothing but foggy memories for most of us and even the big leagues aren’t safe. Nowadays, we’re all in the survival business doomed to delay our inevitable ‘suckage’ for as long as possible.

Facing this daunting reality, companies need to uncover a way to cheat the sands of time. Serial entrepreneur and seasoned author, Joseph Jaffe; Admiral, Co-founder at The HMS Beagle has created a new discipline called survival planning that’s designed to help companies outsmart their own demise.

If you’re worried about the future of your business, take a page from Charles Darwin’s book, who once said; “it’s not the strongest of species that survive, nor the most intelligent, but rather the one that is most adaptable to change.” You may not have the power to avoid ‘suckage’ forever. But, at the very least, this episode will help guide you on your journey to survival.

In This Episode:

05:07 - Why you need to be adaptable to survive in business

06:33 – Why companies need to figure out the ‘talent design’ challenge

11:05 – Why most marketers are “Built to Suck”

15:36 – How to survive the ‘corporate apocalypse’

20:26 – How social can both prevent and manifest a corporation’s ‘suckage’

23:00 – Which social networks are the most ‘Built to Suck’

39:57 – Why some companies survive, and others don’t

Resources:

Get the new State of Marketing report for free from Salesforce here.
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners here.
Find out more about Emma’s email marketing platform here
Read Joseph Jaffe’s NEW book, “Built to Suck: The Inevitable Demise of the Corporation…and How to Save It?”
Check out ‘Marketing Is Everything’ by Regis McKenna
Learn more about Joseph’s H.M.S. Beagle consultancy firm
Listen to the Jaffe Juice Podcast
Read Jim Collin’s book, ‘Built to Last’

Visit SocialPros.com for more insights from your favorite social media marketers.

Built To Last: Successful Habits of Visionary Companies

Built to Suck: The Inevitable Demise of the Corporation...and How to Save It?

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Adam Pierno, the Associate Vice President Marketing Strategy of Arizona State University joins the Social Pros Podcast to discuss how universities can leverage social for powerful branding.

Please Support Our Sponsors: Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

Salesforce

Emma

In This Episode:

05:00 – How brands can leverage a centralized marketing function to manage social chatter
08:24 – The online mechanisms ASU leverage to boost student advocacy
12:20 – An insight into the strategy and key functionalities behind ASU’s robust rewards app
17:17 – How to work with corporate partnerships to benefit both parties
21:42 – How to identify the best agencies to work with from the timewasters
24:40 – Why you need to understand visuals no matter your job role
27:41 – How to use new techniques and strategies to communicate with your ‘best customer’

How America's Largest University Uses Social For Branding

Branding today is worlds apart from what it used to be 100 or even 10 years ago. The strategies used back then may as well be locked inside a time capsule and tossed into the sea. The world has changed. And, the way brands use social media to engage with their audiences has changed.

Nobody knows this better than Adam Pierno, who understands how to build brands by finding what is meaningful to their target audiences. Brands can learn more about their ‘best customer’ from observing pop culture than staring blankly at a soulless growth chart. And, when you’re America’s largest university, knowing how to integrate brand components to create a consistent persona across all your social channels is vital.

A mistake that many brands continue to make is when they try to become a student of the platform or a student of the tools. As Adam teaches in his new book, ‘Specific’, you’ve got to become a student of the audience. In this episode, Adam reveals how you can do just that and reach out to your audience in a way that feels personal and specific to what they care about on social media today.

Resources

Get the new State of Marketing report for free from Salesforce here.
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners here.
Find out more about Emma’s email marketing platform here
Read Adam Pierno’s NEW book, “Specific” here.
Check out Adam Pierno’s book, “Under Think It” here.
Listen to The Strategy Inside Everything podcast here

Visit SocialPros.com for more insights from your favorite social media marketers.

Specific: How brands draw inspiration from a world that doesn’t want any more

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Christopher S. Penn, Co-Founder of Trust Insights and Co-Host of the Marketing Over Coffee podcast, joins the Social Pros Podcast to discuss the role and impact of artificial intelligence in the digital marketing universe.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help!

This week:

Salesforce Marketing Cloud

Pattern89

In This Episode:

06:18 – How AI will impact digital marketing and creative roles

09:18 – How AI can assist with content generation and the decision-making process

15:24 – How social media professionals can harness the power of AI

19:55 – The difference between algorithms and artificial intelligence

22:17 – Why businesses need to think about the problems they can solve with AI before investing in the software

22:22 – How you can use AI to forecast search terms for your marketing campaigns

29:16 – How an organization’s ethics influences AI applications and software

35:09 – Why natural language generation is the ‘next big thing’ in AI marketing

The AI Landscape in Marketing

Whispers in tech labs, digital marketing agencies and offices around the world disclose a certain amount of trepidation that computers will take over jobs. The evolution of artificial intelligence is relentless.

You could leave the room to grab a cup of coffee, and by the time you sit back down at your desk, you’ll read headlines promising a new, more advanced model for natural language generation or even content creation. But, is this enough of a reason for marketers and those working in creative industries to feel intimidated or threatened by AI?

As Christopher S. Penn predicts, in the near future, either your job will be to manage the machines, or the machines will manage you. But, if you learn to prepare your career for AI and understand how you can harness its power without making yourself redundant, you’ll secure your position for many years to come.

Resources:

Get Chris’ new book AI For Marketers: An Introduction and Primer
Awaken your superhero by visiting Chris’ website here.
Learn more about Chris’ AI consulting firm, Trust Insights, here.
Listen to the Marketing Over Coffee podcast here.
Subscribe to Chris’ Almost Timely Newsletter here.
Grab the FREE Ethics and Data Science book here.
Follow @cspenn on Twitter here.

Visit SocialPros.com for more insights from your favorite social media marketers.

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Nicole van Zanten, CRO of ICUC, joins the Social Pros Podcast to discuss the trend toward one-on-one interaction in social media customer service.

Special thanks to our sponsors:

Salesforce Marketing Cloud (bit.ly/jaysays)
Emma (myemma.com)

In This Episode

05:18 - How the arena for customer engagement has changed in the past three years.
08:06 - Why more and more brands are strategizing around dark social.
15:25 - How agency-run social media management works for brands in highly regulated industries.
29:32 - The social media success metrics that matter most to brands right now.
06:39 - How ICUC manages around-the-clock social media customer service for brands around the world.
18:26 - A social media customer service victory that touched Nicole's heart.

Resources

Get the new State of Marketing report for free from Salesforce here.
Stay connected with your email marketing subscribers using Emma.
Learn more about how ICUC manages social media customer service.

Visit SocialPros.com for more insights from your favorite social media marketers.

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Eric Siu, CEO of Single Grain, joins the Social Pros Podcast to discuss the evolving role of agencies in a marketing landscape dominated by paid social.

Special thanks to our sponsors:

Salesforce Marketing Cloud (bit.ly/jaysays)
Pattern 89 (pattern89.com/socialpros)

In This Episode

10:35 - What businesses should do less of when it comes to marketing.
13:42 - What's ahead for influencer marketing.
15:32 - Why the future of live video as a marketing tool is bright.
17:53 - Predictions on whether or not businesses will still be running organic social media in three years.
19:12 - How Eric bought his marketing agency for just two dollars.
23:30 - How a "content sprouting" technique helps you stay competitive in a content-saturated environment.

Resources

Get the new State of Marketing report for free from Salesforce here.
Transform your paid social with the results-driven AI platform Pattern89.
Hear more from Eric Siu and Neil Patel on the Marketing School Podcast.
Listen to Eric Siu's Growth Everywhere podcast here.

Visit SocialPros.com for more insights from your favorite social media marketers.

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James LaCorte, Social Media Manager at Blue Cross NC, joins the Social Pros Podcast to discuss the ins and outs of being healthcare social media manager and helping customers before they encounter problems.

Special thanks to our sponsors:

Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
Convince & Convert (Experience This! Show: experiencethisshow.com)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

04:37 - How Blue Cross NC maintains an all encompassing social media strategy
09:01 - How Blue Cross NC handles customer care on social through community managers
11:56 - How to develop a successful and engaging employee ambassador program
18:23 - How paid social works in a regulated industry
23:17 - How having an institutional history beyond social can help a social media manager be more effective

Resources

Get the new State of Marketing report for free from Salesforce here.
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners here.
If you live in North Carolina and want to learn more about Blue Cross NC, you can do so here.

Visit SocialPros.com for more insights from your favorite social media marketers.

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Lisa Blackshear (Sr. Vice President of Communications, Digital Media at Comcast) joins the Social Pros Podcast to discuss managing a social care team that handles millions of interactions each year.

Special thanks to our sponsors:

Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
Convince & Convert (Experience This! Show: experiencethisshow.com)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

06:29 - How Comcast scale up their social care team to over 400 agents
10:26 - How customer expectations have evolved with social engagement
16:09 - How the social care team at Comcast adapts to their customer’s tone to interact on a more personal level
21:49 - How to coordinate multiple touchpoints with customers from a customer care standpoint
30:14 - How to utilize insights gained from customer interactions
33:51 - How to coordinate between the social care team, communications/PR, and branding

Resources

Get the new State of Marketing report for free from Salesforce here.
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners here.
Follow @ComcastCares on Twitter here.Visit SocialPros.com for more insights from your favorite social media marketers.

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Lisa Blackshear (Sr. Vice President of Communications, Digital Media at Comcast) joins the Social Pros Podcast to discuss managing a social care team that handles millions of interactions each year.

Special thanks to our sponsors:

Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
Convince & Convert (Experience This! Show: experiencethisshow.com)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

06:29 - How Comcast scale up their social care team to over 400 agents
10:26 - How customer expectations have evolved with social engagement
16:09 - How the social care team at Comcast adapts to their customer’s tone to interact on a more personal level
21:49 - How to coordinate multiple touchpoints with customers from a customer care standpoint
30:14 - How to utilize insights gained from customer interactions
33:51 - How to coordinate between the social care team, communications/PR, and branding

Resources

Get the new State of Marketing report for free from Salesforce here.
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners here.
Follow @ComcastCares on Twitter here.

Visit SocialPros.com for more insights from your favorite social media marketers.

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Seth Godin, author of This Is Marketing, joins the Social Pros Podcast to discuss the current state of social marketing and the importance of consistency over authenticity.

Special thanks to our sponsors:

Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
Convince & Convert (Experience This! Show: experiencethisshow.com)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

05:42 - Why marketing still matters
06:50 - Why marketing and advertising are not the same thing
11:01 - Why social media success is about having a noteworthy product, not a noteworthy post
16:41 - How clickbait earns distrust and ultimately loses customers
20:46 - Why consistency is more valuable than authenticity
28:06 - How to market to people’s beliefs
29:20 - Why want and customer experience are greater than need in first world marketing

Resources

Get the new State of Marketing report for free from Salesforce here.
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners here.
Get Seth’s new book This Is Marketing here.

Visit SocialPros.com for more insights from your favorite social media marketers.

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Mark Schaefer, Executive Director of Schaefer Marketing Solutions LLC and author of Marketing Rebellion, joins the Social Pros Podcast to discuss humanity in business and helping people belong.

Special thanks to our sponsors:

Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
Convince & Convert (Experience This! Show: experiencethisshow.com)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

05:29 - Why the power of marketing has largely been put into the hands of consumers
10:50 - Why social media is enforcing tribal behavior
14:00 - Why culture equals marketing
22:19 - How businesses can help people find a sense of belonging
27:00 - How technology can both help and hinder businesses in being more human

Resources

Get the new State of Marketing report for free from Salesforce here.
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners here.
Get Mark’s new book Marketing Rebellion here.

Visit SocialPros.com for more insights from your favorite social media marketers.

Marketing Rebellion: The Most Human Company Wins

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Jay Baer, Founder of Convince & Convert and Co-Host of the Social Pros Podcast, gives a sneak peek at his all-new show Talk Triggers.

Special thanks to our sponsors:

Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
Convince & Convert (Experience This! Show: experiencethisshow.com)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

Resources

Check out the Talk Triggers Show on YouTube here.
Get the book that inspired the show, titled Talk Triggers, here.

Visit SocialPros.com for more insights from your favorite social media marketers.

Talk Triggers: The Complete Guide to Creating Customers with Word of Mouth

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Minter Dial, Author of Heartificial Empathy, joins the Social Pros Podcast to discuss his new book and the ways A.I. can help businesses interact with more empathy.

Special thanks to our sponsors:

Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
Convince & Convert (Experience This! Show: experiencethisshow.com)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

08:23 - How empathy is an understanding that can lead to action
10:40 - Why younger generations are becoming less empathic
12:42 - Why companies should work to increase business empathy
15:45 - Why good ethics require empathy
16:47 - Why business empathy must start from within a company
20:01 - How A.I. can help a business interact with greater empathy
35:03 - How to find a balance between ego and empathy in business

Resources

Get the new State of Marketing report for free from Salesforce here.
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners here.
Chat with the revolutionary AI Mitsuku here.
By Minter Dial’s book Heartificial Empathy here.

Visit SocialPros.com for more insights from your favorite social media marketers.

Heartificial Empathy: Putting Heart into Business and Artificial Intelligence

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Rohit Bhargava, Founder and Chief Trend Curator of Non-Obvious Company, returns to the Social Pros Podcast to discuss the non-obvious 2019 trends as well as how to market successfully on a small business budget.

Special thanks to our sponsors:

Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
Convince & Convert (Experience This! Show: experiencethisshow.com)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

05:41 - Why “muddled masculinity” is one of the Non-Obvious trends for 2019
08:52 - How “innovation envy” can lead businesses to make unnecessary changes for the sake of standing out
10:51 - Why not all businesses can benefit from creating a spectacle
17:17 - How to successfully market your small business on a small budget
20:21 - How to “deliberately downgrade” your social media to become more effective in certain areas

Resources

Get the new State of Marketing Report for free from Salesforce here.
Find out more about the community at SocialMedia.org with a special form for Social Pros listeners here.
Purchase the Non-Obvious 2019 edition here.
Purchase the Non-Obvious Guide to Small Business Marketing here.

Visit SocialPros.com for more insights from your favorite social media marketers.

The Non-Obvious Guide to Small Business Marketing (Without a Big Budget) (Non-Obvious Guides)

Non-Obvious 2019: How To Predict Trends And Win The Future (Non-Obvious Trends, 9)

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Andy Sernovitz, CEO of SocialMedia.org, joins the Social Pros Podcast to discuss the core elements of a successful social media community and getting real people to talk about your brand.

Special thanks to our sponsors:

Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
Convince & Convert (Experience This! Show: experiencethisshow.com)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

05:50 - How SocialMedia.org went from being the “Blog Council” to being an all around community for social media professionals
09:14 - Why a good social media community requires management
16:19 - Why deep social media communities need face to face interaction
17:36 - How SocialMedia.org has evolved as social media has drawn larger budgets and more focus from corporations
21:39 - How the ethics of advertising has evolved with social media
24:53 - Why social media and word of mouth are not the same thing
29:44 - Why story is so crucial when the quality gap has been narrowed between competing products

Resources

Find out more about SocialMedia.org here.
Get the new State of Marketing Report from Salesforce here.
See the BreadBot from Wilkinson Baking Company here

Visit SocialPros.com for more insights from your favorite social media marketers.

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Lindsey Hancock, Owner of Brand Vixen, joins the Social Pros Podcast to discuss her time at Big Ass Fans and how she was able to turn customer complaints into positive support.

Special thanks to our sponsors:

Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
Convince & Convert (Experience This! Show: experiencethisshow.com)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

05:48 - Why Big Ass Fans decided to change their name by listening to their customers
07:39 - How to build fun and interesting content around a seemingly boring product
12:51 - How Lindsey blends her personal and professional sides for a successful promotional presence
14:52 - How to approach a new client relationship
16:33 - How Big Ass Fans turns criticism into positive engagement
25:32 - Why taking on freelance work can enhance creativity

Resources

Get “The Complete Guide to Social Media for B2B Marketers” from Salesforce completely free here!
Find out if joining the group at SocialMedia.org is right for you with this special landing page for Social Pros fans.
Find out more about Lindsey and Brand Vixen here.

Visit SocialPros.com for more insights from your favorite social media marketers.

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Eileen Burmeister, Communications Consultant at Arizona Public Service, joins the Social Pros Podcast to discuss empowering employees for photo storytelling in social.

Special thanks to our sponsors:

Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
Convince & Convert (Experience This! Show: experiencethisshow.com)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

05:04 - How APS uses Community Affairs Managers to engage with micro audiences on a regional level
09:55 - How different teams can work together to effectively manage customer support
12:05 - How APS enables employees to communicate with customers
21:30 - How to balance employee and customer generated content for photo storytelling
24:02 - Why a planned out editorial calendar should leave room for spontaneity

Resources

Get The Complete Guide to Social Media for B2B Marketers for free here.
Find out more about SocialMedia.org here.

Visit SocialPros.com for more insights from your favorite social media marketers.

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RJ Talyor, CEO and Founder of Pattern89, joins the Social Pros Podcast to discuss the value of artificial intelligence when improving your social ad strategy.

Special thanks to our sponsors:

Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
Convince & Convert (Experience This! Show: experiencethisshow.com)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

06:48 - How Pattern89 uses artificial intelligence for a more effective testing process
10:43 - How Pattern89 uses data from all of its users while maintaining anonymity
14:47 - How to keep up with customer preferences
21:41 - When a tool like Pattern89 makes sense for your social strategy
24:08 - Why artificial intelligence is not replacing human social marketing pros

Resources

Get “The Complete Guide to Social Media for B2B Marketers” from Salesforce completely free here!
Find out if joining the group at SocialMedia.org is right for you with this special landing page for Social Pros fans.
Learn more about Pattern89 here.
Read “Mayflower” by Nathaniel Philbrick here.

Visit SocialPros.com for more insights from your favorite social media marketers.

Mayflower: A Story of Courage, Community, and War

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In this special year-end episode of the Social Pros Podcast, Jay and Adam revisit highlights from their top ten episodes from 2018.

Special thanks to our sponsors:

Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
Convince & Convert (Experience This! Show: experiencethisshow.com)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

07:51 - Ep #316: Sarah O’Grady “Why the Best Social Media Ideas Sound Terrible at First”
10:17 - Ep #319: Chuck Hemann “Is Your Job Ready for the Future of Social Analytics?”
12:33 - Ep #327: Jenn Herman “Why You Need 3 Different Instagram Strategies”
14:19 - Ep #329: Carmen Collins “Why the Cisco Talent Brand Program in Social Is So Fabulous”
17:28 - Ep #331: Brian Fanzo “How Brian Fanzo Combines Real-Time and Right-Time Social Media”
21:22 - Ep #339: Jay Acunzo “Why Social Media Best Practices Are Making You Worse, Not Better”
24:46 - Ep #342: Owen Hemsath “4 Questions You Must Answer to Succeed on YouTube in 2019”
27:40 - Ep #343: Michael Stelzner “Why Michael Stelzner Says Less Is Now More in Social Media”
32:03 - Ep #314: Eric Saninocencio “How the Houston Texans Engage Fans 365 Days Per Year”
36:14 - Ep #313: Phil M. Jones “Exactly What to Say in Social Media”

Resources

Get “The Complete Guide to Social Media for B2B Marketers” from Salesforce completely free here!
Sign up for Jay Baer and Daniel Lemin’s Word of Mouth Masterclass here.

Visit SocialPros.com for more insights from your favorite social media marketers.

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Tal Hayat, VP of Marketing and Consumer Strategy, and Nick Ferry, Marketing Associate at Tunity, join the Social Pros Podcast to discuss the ways Tunity is using social to build customer awareness and loyalty.

Special thanks to our sponsors:

Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
Convince & Convert (Experience This! Show: experiencethisshow.com)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

6:20 - How Tunity is creating engagement through customer stories
11:15 - How Tunity functions as both a B2B and a B2C company
11:59 - How to find success in social as a young company
19:16 - How Tunity uses social to build customer awareness along with loyalty
20:32 - How Tunity is engaging with college campuses to build customer awareness
24:01 - How Tunity has sustained a B2C product by monetizing in B2B

Resources

Salesforce
Rev.com
Tunity

Visit SocialPros.com for more insights from your favorite social media marketers.

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Jessica Gioglio, co-author of The Laws of Brand Storytelling, joins the Social Pros Podcast to discuss the necessity and the evolution of brand storytelling.

Special thanks to our sponsors:

Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
Convince & Convert (Experience This! Show: experiencethisshow.com)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

Why storytelling has become more than just advertising
How influencer marketing has affected the way businesses tell stories
Why storytelling isn’t just for B2C
Why your strategy shouldn’t center around a single platform or channel
Why your reactive and proactive social channels should be consistent
How to balance your internal culture with the various cultures of your customers in storytelling
How to adapt successful practices without copying other brands

Resources

The Laws of Brand Storytelling
Jessica’s Website
Carmen Collins Social Pros Episode

Visit SocialPros.com for more insights from your favorite social media marketers.

The Laws of Brand Storytelling: Win―and Keep―Your Customers’ Hearts and Minds

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Scott McKain, Founder and CEO of Distinction Institute, joins the Social Pros Podcast to discuss the connection between authenticity and being an iconic business.

Special thanks to our sponsors:

Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
Convince & Convert (Experience This! Show: experiencethisshow.com)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

03:18 - How to define an iconic business
06:21 - How to measure your brand’s distinctiveness
09:05 - Why you should stop selling
15:11 - How to use social to achieve distinction
24:31 - How to encourage consumers to talk about your business through social

Resources

Salesforce
ICUC
Distinction Institute

Visit SocialPros.com for more insights from your favorite social media marketers.

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Alisa Gammon, Social Advertising Director at Purple, joins the Social Pros Podcast to discuss balancing creativity with targeting for successful social advertising.

Special thanks to our sponsors:

Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
Convince & Convert (Experience This! Show: experiencethisshow.com)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

05:46 - Why it takes risk to find success
07:02 - How to balance creative content with targeting to maximize effectiveness
10:53 - How Purple leverages content to stay fresh on potential customer’s minds
15:07 - How Purple incorporates Pinterest into their social strategy
22:53 - How to convert customers into evangelists

Resources

Salesforce
TechSmith
Purple

Visit SocialPros.com for more insights from your favorite social media marketers.

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Neen James, keynote speaker and author, joins the Social Pros Podcast to discuss the value of developing your own attention system.

Special thanks to our sponsors:

Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
Convince & Convert (Experience This! Show: experiencethisshow.com)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

Why keeping attention is so important in today’s market
Why attention has to be systematic
How to choose the right social channels to capture and keep attention
How to systematically build real connections
Why paying attention is the best way to capture and hold it in return

Resources

ICUC
Salesforce
Attention Pays

Visit SocialPros.com for more insights from your favorite social media marketers.

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Robert Glazer, Founder and CEO of Acceleration Partners, joins the Social Pros Podcast to discuss performance marketing and how it fits into your social strategy.

Special thanks to our sponsors:

Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
Convince & Convert (Experience This! Show: experiencethisshow.com)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

Why recruiting performance partners is a funnel just like sales
How performance marketing has changed in the last decade
Why influencers with smaller but more relevant audiences are far more valuable than a massive indifferent audience
Why Instagram has been so valuable for building a lifestyle following
Why you should commit to creating content consistently for future benefits
How to manage many performance partners successfully
How to develop a healthy employee culture

Resources

ICUC
Salesforce
Performance Partnerships by Robert Glazer
Principles by Ray Dalio

Visit SocialPros.com for more insights from your favorite social media marketers.

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Michael Stelzner, CEO and Founder of Social Media Examiner, joins the Social Pros Podcast to discuss building better social media practices based on meaningful data.

Special thanks to our sponsors:

Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
Convince & Convert (Experience This! Show: experiencethisshow.com)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

Why 2018 has been a hard year for social media marketing
How to find more meaningful data
Why Facebook is not the place for successful video content
Why an “untrackable network effect” is so valuable
Why Messenger may be replacing email for subscriptions
Why interaction is what counts in social, but many businesses aren’t doing it
Why you should have a “kill list” of things to stop doing
Where social may be heading

Resources

Salesforce
ICUC
Social Media Examiner

Visit SocialPros.com for more insights from your favorite social media marketers.

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Owen Hemsath, better known as consultant and speaker Owen Video, joins the Social Pros Podcast to discuss all things video strategy and YouTube.

Special thanks to our sponsors:

Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
Convince & Convert (Experience This! Show: experiencethisshow.com)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

How to create a successful YouTube ad campaign
Why you should have a separate video strategy for Facebook and YouTube
How to set up your live videos to be repurposed later
Why you need a multi-structured strategy for your YouTube channel
How to refresh your most successful content on YouTube

Resources

Salesforce
TechSmith
Owen Video

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Paula Werne, Director of Communications at Holiday World and Splashin’ Safari, joins the Social Pros Podcast to discuss the importance of responding to customers through social.

Special thanks to our sponsors:

Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
Convince & Convert (Experience This! Show: experiencethisshow.com)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

How Holiday World created a talk trigger with free sodas
How to use Facebook to give real time updates
How to find user generated content
How to manage year-round social for a seasonal product
Why any avenue for marketing can become a channel for customer service
Why responding to customers is a critical aspect of social

Resources

Salesforce
TechSmith
Holiday World Podcast

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Michael Brito, Executive Vice President of Zeno Group, joins the Social Pros Podcast to discuss B2B social media and social listening.

Special thanks to our sponsors:

Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
Convince & Convert (Experience This! Show: experiencethisshow.com)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

Why social data is just as valuable for B2B as it is for B2C
Where to start with B2B social listening
How influencer marketing works in B2B social
Why businesses should be empowering employees to be storytellers
How to build trust with customers

Resources

Salesforce
Talk Triggers
The Zeno Group

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Jay Acunzo, Founder of Unthinkable media, joins the Social Pros Podcast to discuss moving beyond best practices and his new book Break the Wheel.

Special thanks to our sponsors:

Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
Convince & Convert (Experience This! Show: experiencethisshow.com)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

Why finding social media best practices shouldn’t be the goal
How to interpret data to gain insight
How to start asking the right questions
How to set an aspirational anchor
Why constraints can help foster creativity

Resources

ICUC
Salesforce
Break the Wheel

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Jay Baer, Founder of Convince & Convert and co-author of Talk Triggers, joins the Social Pros Podcast to discuss his new book and word of mouth marketing.

Special thanks to our sponsors:

Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
Convince & Convert (Experience This! Show: experiencethisshow.com)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

How offline word of mouth differs from online word of mouth
Why you need to give your customers a story to tell
Why a talk trigger is not “surprise and delight”
The four “R’s” of a successful talk trigger
- Remarkable
- Relevant
- Reasonable
- Repeatable

Resources

Salesforce
Talk Triggers
Six Step Guide For Creating a Talk Trigger

Visit SocialPros.com for more insights from your favorite social media marketers.

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Michael Melaro, Sr. Director of Retail Performance, and Kate Wolcott Rizzo, Sr. Creative Manager, of The Wellsville Group, join the Social Pros Podcast to discuss maximizing the return on social ads.

Special thanks to our sponsors:

Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
Convince & Convert (Experience This! Show: experiencethisshow.com)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

How to manage social for infrequently purchased products
How to incorporate social listening and user generated content
How to target content for different regions
How to use triggers to build new audiences
How to incorporate employees into your social strategy

Resources

Salesforce
Talk Triggers
CoSchedule

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In this bonus episode of the Social Pros Podcast, Jay Baer presents a special preview of the audiobook for Talk Triggers.

Buy Talk Triggers here!

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Srinivas Rao, Founder/Chief Creative Instigator at Unmistakable Creative, joins the Social Pros Podcast to discuss creativity and his new book An Audience of One: Reclaiming Creativity for Its Own Sake.

Special thanks to our sponsors:

Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
Convince & Convert (Experience This! Show: experiencethisshow.com)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

Why you shouldn’t care about metrics as much
Why you should create for yourself rather than creating what seems successful
Why you are the biggest factor in your success
Why comparison is toxic to success

Resources

Unmistakable Creative
Salesforce
Talk Triggers
CoSchedule

Visit SocialPros.com for more insights from your favorite social media marketers.

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Chris Strub, CEO of I Am Here LLC, joins the Social Pros Podcast to discuss the connective power of live streaming.

Special thanks to our sponsors:

Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
Convince & Convert (Experience This! Show: experiencethisshow.com)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

Why modern journalism could benefit from better storytelling on social
Why Facebook Live is the perfect medium for real time content from events
Why you should be narrowing the scope of your content
Why you should stop worrying about numbers and focus on being someone’s favorite

Resources

ICUC
Salesforce
Learnigstories.com
Social With Strub

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Sabrina Callahan, Director of Social Media & Planning & Integration at Hilton Worldwide, joins the Social Pros Podcast to discuss Hilton’s social media center and building brand loyalty.

Special thanks to our sponsors:

Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
Convince & Convert (Experience This! Show: experiencethisshow.com)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

How to set up a social media center to manage social teams across multiple brands
How to customize social engagement for each brand and audience
How to build customer loyalty without just going for the sale
Why social is about long term gains rather than immediate returns

Resources

CoSchedule
Salesforce
Hilton Suggests

Visit SocialPros.com for more insights from your favorite social media marketers.

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Cassie Roma, Head of Content Marketing at The Warehouse Group, joins the Social Pros Podcast to discuss social storytelling that makes people care.

Special thanks to our sponsors:

Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
Convince & Convert (Experience This! Show: experiencethisshow.com)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

Where social fits within the bigger storytelling puzzle
How to use storytelling to show the human aspect of your brand
How social differs between the U.S. and New Zealand
How to “woo” your customers

Resources

Salesforce
CoSchedule
The Warehouse Group

Visit SocialPros.com for more insights from your favorite social media marketers.

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Neal Schaffer, CEO & Principal Social Media Strategy Consultant at Maximize Your Social, joins the Social Pros Podcast to discuss influencer marketing and social selling in B2B.

Special thanks to our sponsors:

Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
Convince & Convert (Experience This! Show: experiencethisshow.com)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

Why the concepts behind social marketing are consistent despite the ever changing social platforms and technology
How Neal developed the social selling curriculum at Rutgers University
Why social is ultimately based in the marketing department
Why influencer marketing is the next step in B2B social media
Why AI is powerful but it belongs in the background
Why more influencer marketing is the biggest need in B2B social media in 2018

Resources

Neal Schaffer Website
ICUC
Salesforce

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Brian Fanzo, Founder & CEO of iSocialFanz LLC, joins the Social Pros Podcast to discuss real-time social and account takeovers.

Special thanks to our sponsors:

Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
Convince & Convert (Experience This! Show: experiencethisshow.com)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

Why LinkedIn is the new golf course for business conversations
How to use hashtags to curate your content
How to conduct a successful social media takeover
How AR and VR can help create empathy
How Twitter has changed to provide more value

Resources

Salesforce
TechSmith
Armchair Expert (Dax Shepard’s podcast)

Visit SocialPros.com for more insights from your favorite social media marketers.

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Amanda Bond, Owner of The Ad Strategist, joins the Social Pros Podcast to discuss building audiences and giving value through organic posts and Facebook ads.

Special thanks to our sponsors:

Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
Convince & Convert (Experience This! Show: experiencethisshow.com)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

How to bring your organic and paid social content together to enhance the customer journey
Why organic reach on Facebook is not dead
How to conduct testing with organic posts to be amplified through paid
How to use Instagram Stories to promote sales with a more human experience
Why consistency helps lay important groundwork for larger ad campaigns on social

Resources

Salesforce
TechSmith
The Ad Strategist

Visit SocialPros.com for more insights from your favorite social media marketers.

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Carmen Collins, Sr. Social Media & Talent Brand Manager at Cisco, joins the Social Pros Podcast to discuss building a successful talent brand through social.

Special thanks to our sponsors:

Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
Convince & Convert (Experience This! Show: experiencethisshow.com)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

How to market a talent brand through social
How to develop “EGC,” Employee Generated Content
How to balance content geared towards consumers with talent brand content
How to incorporate interns into social strategy and testing
How review sites are affecting talent acquisition

Resources

The Complete Guide to Social Media for B2B Marketers
TechSmith
Cisco

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Bruce Kennedy, Social Media Manager at Cision, joins the Social Pros Podcast to discuss the current state of PR and crisis management.

Special thanks to our sponsors:

Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
Convince & Convert (Experience This! Show: experiencethisshow.com)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

How to stay relevant in PR
Why Twitter is still the biggest social platform for PR
How content creators differ from traditional journalists
Why crisis planning is mandatory
How analytics have helped businesses prioritize responses on social media
How Facebook Live has changed crisis management

Resources

The Complete Guide to Social Media for B2B Marketers
TechSmith
Cision
Gushers Instagram

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Jenn Herman, Social Media Consultant & Trainer at Jenn’s Trends, joins the Social Pros Podcast to discuss strategies for the micro-platforms within Instagram.

Special thanks to our sponsors:

Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
Convince & Convert (Experience This! Show: experiencethisshow.com)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

Why Instagram is the best place to gain “purposeful traffic”
Why IGTV requires a totally different strategy than Instagram Stories
How to effectively use hashtags
Why businesses should be posting less on Instagram
How to use Carousels
How to craft Stories

Resources

The Complete Guide to Social Media for B2B Marketers
TechSmith
Jenn’s Trends

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Tushar Patil, Founding Partner at Idealyst, joins the Social Pros Podcast to discuss social at an enterprise level and the current state of A.I.

Special thanks to our sponsors:

Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
Convince & Convert (Experience This! Show: experiencethisshow.com)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

How social is managed at an enterprise level
Why social shouldn’t be sectioned off from the rest of digital in a business
How to balance privacy with analytics
Why the promise of A.I. is still a long way from being delivered
How technology is advancing social care

Resources

Salesforce
ICUC
Idealyst
How China is Changing Your Internet (NYT WeChat Video)

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Daniel Schotland, COO at Linqia, joins the Social Pros Podcast to discuss the ins and outs of successful influencer marketing and why it all comes down to content.

Special thanks to our sponsors:

Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
Convince & Convert (Experience This! Show: experiencethisshow.com)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

How the potential for fraud is affecting the way businesses handle influencers
How the evolution of social platforms is changing the influencer marketing field
How to measure the efficacy of influencer programs
How to leverage influencers for “professional user generated content”
Why “micro influencers” are often more effective than celebrity influencers

Resources

The State of Influencer Marketing 2018
Salesforce
ICUC

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Ted Fay, Vice President of Digital Marketing at ACCO Brands, joins the Social Pros Podcast to discuss how a century old brand builds a social presence from scratch in 2018.

Special thanks to our sponsors:

Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
Convince & Convert (Experience This! Show: experiencethisshow.com)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

How to build loyalty for multiple brands under the same company
How to build a social presence as a historic brand
How to gauge “return on influence”
How social can augment other forms of direct marketing

Resources

At A Glance (Use promo code SOCIALPROS)
Salesforce
ICUC

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Matthew Thompson, Social Media Manager at Lids, joins the Social Pros Podcast to discuss the way Lids engages with an audience as polarized as sports fans and how social is the frontline of business today.

Special thanks to our sponsors:

Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
Convince & Convert (Experience This! Show: experiencethisshow.com)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

How to engage multiple local and very polarized audiences
How to balance event-based advertising with evergreen content
How to structure customer care between the social team and customer service
Why online sales may be shifting from Facebook to Instagram
How to integrate email with social campaigns

Resources

The Complete Guide to Social Media for B2B from Salesforce
Brandwatch

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Melonie Dodaro, Author and CEO of Top Dog Social Media, joins the Social Pros Podcast to discuss moving beyond the resume and unlocking LinkedIn as an invaluable tool for building substantial relationships and securing sales.

Special thanks to our sponsors:

Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
Convince & Convert (Experience This! Show: experiencethisshow.com)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

How LinkedIn has changed and where it may be heading
Why video is currently so successful on LinkedIn
How to consider a global audience when deciding what time to post
How to reach out to new prospects through LinkedIn
Why you should move the conversation offline
How to maintain connections through LinkedIn
How to use LinkedIn to repurpose content

Resources

The Complete Guide to Social Media for B2B from Salesforce
Brandwatch
LinkedIn Unlocked
Top Dog Social Media

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LinkedIn Unlocked: Unlock the Mystery of LinkedIn to Drive More Sales Through Social Selling

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Priest Willis, Sr Global Performance Partnerships Marketing Manager at Lenovo, joins the Social Pros Podcast to discuss having an effective affiliate marketing program and turning influencers into long term affiliates.

Special thanks to our sponsors:

Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
Convince & Convert (Experience This! Show: experiencethisshow.com)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

What makes a good affiliate
How affiliate networks work
The difference between affiliates and influencers
How to track the effectiveness of an affiliate program
Why some platforms are more or less effective
How to turn influencers into affiliates

Resources

The Complete Guide to Social Media for B2B from Salesforce
Brandwatch
How Lenovo is Moving Beyond Last-Click Attribution

Visit SocialPros.com for more insights from your favorite social media marketers.

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Chuck Hemann, Head of Analytics at W2O Group, joins the Social Pros Podcast to discuss the current state of social analytics and where it is heading.

Special thanks to our sponsors:

Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
Convince & Convert (Experience This! Show: experiencethisshow.com)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

Why it is becoming more important to combine social data with other data sources
Why having a Twitter-centric approach to data listening can be misleading
How to expand your scope of data as a social media practitioner
How strategy and analytics roles are becoming more blended

Resources

Brandwatch
Rev
The Complete Guide to Social Media for B2B from Salesforce

Visit SocialPros.com for more insights from your favorite social media marketers.

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Will McInnes, Chief Marketing Officer at Brandwatch, joins the Social Pros Podcast to discuss the current state of social listening and how businesses should respond to data.

Special thanks to our sponsors:

Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
Convince & Convert (Experience This! Show: experiencethisshow.com)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

Why the data itself is not the most important part of social listening
Why there are still plenty of sources for social data even though some platforms are not open to providing data
How the increasing diversity of new media is affecting social listening
Why brand outrage has increased and how it is affecting the way businesses respond to customers

Resources

Brandwatch
HYP3R
The Complete Guide to Social Media for B2B from Salesforce
Culture Shock: A Handbook for 21st Century Business

Visit SocialPros.com for more insights from your favorite social media marketers.

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Mikael Dia, CEO/Founder of Funnelytics, joins the Social Pros Podcast to discuss meaningful analytics and using that data to build a loyal community.

Special thanks to our sponsors:

Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
Convince & Convert (Experience This! Show: experiencethisshow.com)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

Why it is often difficult for businesses to break down which advertising efforts are working
Why first/last click attributions are not effective measurements
How to use Funnelytics to optimize your funnel
What separates a good business from someone just selling a product
How to connect with your customers while providing business value

Resources

The Complete Guide to Social Media for B2B from Salesforce
ICUC
Brandwatch
Funnelytics

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Sarah O’Grady, Head of Global Social Strategy at Lenovo, joins the Social Pros Podcast to discuss taking risks with content and turning employees into advocates.

Special thanks to our sponsors:

Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
Convince & Convert (Experience This! Show: experiencethisshow.com)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

How to turn employees into advocates by getting them involved in marketing campaigns
Why the era of Facebook may be ending and giving way to Linkedin for content
Why Twitter and Facebook are still the primary platforms for customer care
Why fewer but bigger pieces of content is better than more content

Resources

The Complete Guide to Social Media for B2B from Salesforce
Techsmith
Brandwatch

Visit SocialPros.com for more insights from your favorite social media marketers.

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Nick Westergaard, Author and Chief Brand Strategist at Brand Driven Digital, joins the Social Pros Podcast to discuss all things branding and why it is so much more than a marketing term.

Special thanks to our sponsors:

Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
Convince & Convert (Experience This! Show: experiencethisshow.com)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

Why good branding will help you break through the noise
Why your branding is more than design
How to balance control over your brand vs how your audience defines it
Why social media may be shifting from storytelling to direct selling
Why branding should be bigger than just marketing

Resources

The Complete Guide to Social Media for B2B from Salesforce
Techsmith
Brandwatch

Visit SocialPros.com for more insights from your favorite social media marketers.

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Eric SanInocencio, Senior Director of Social Media for the Houston Texans, joins the Social Pros Podcast to discuss getting the most out of limited opportunities for content.

Special thanks to our sponsors:

Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
Convince & Convert (Experience This! Show: experiencethisshow.com)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

How to maximize limited opportunities to create year-round content
How to determine the best content for various social platforms
How to balance specializations with collaboration on a large team
How to determine if a response adds value to the conversation
How to interact with specific audiences through geofencing

Resources

The Complete Guide to Social Media for B2B from Salesforce
Brandwatch
HYP3R

Visit SocialPros.com for more insights from your favorite social media marketers.

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Phil M Jones, President and CEO of Philmjones International, joins the Social Pros Podcast to discuss ways to create more successful opportunities through conversation.

Special thanks to our sponsors:

Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
Convince & Convert (Experience This! Show: experiencethisshow.com)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

How to motivate people better
Why creating mental images for customers is so powerful
How to relate to a customer to open the opportunity to make a recommendation
How to create “just one more thing” moments
How to create opportunities with questions

Resources

The Complete Guide to Social Media for B2B Marketers
Brandwatch
HYP3R
Exactly What to Say: The Magic Words for Influence and Impact
Exactly How to Sell: The Sales Guide for Non-Sales Professionals

Visit SocialPros.com for more insights from your favorite social media marketers.

Exactly How to Sell: The Sales Guide for Non-Sales Professionals

Exactly What to Say: Your Personal Guide to the Mastery of Magic Words (The Magic Words for Influence and Impact)

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Joey Coleman, Chief Experience Composer at Design Symphony, joins the Social Pros Podcast to discuss ways to drastically improve customer retention through social media.

Special thanks to our sponsors:

Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
Convince & Convert (Experience This! Show: experiencethisshow.com)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

Why most businesses focus more on customer acquisition rather than retention
Why modern customers are seemingly less loyal than in the past
Why the human touch is so crucial
How to use social to improve customer retention

Resources

The Complete Guide to Social Media for B2B Marketers
HYP3R
Never Lose a Customer Again: Turn Any Sale Into Lifelong Loyalty in 100 Days

Visit SocialPros.com for more insights from your favorite social media marketers.

Never Lose a Customer Again: Turn Any Sale into Lifelong Loyalty in 100 Days

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Dooley Tombras, EVP, The Tombras Group, joins the Social Pros Podcast to discuss raising the standard of creative content to increase sales.

Special thanks to our sponsors:

Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.ly/amazecustomers)
Convince & Convert (Experience This! Show: experiencethisshow.com)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

Why the current marketing landscape is beneficial for an agency
Why engagement metrics are “soft metrics”
Why creative content translates into more sales
How to find the best social media community managers

Resources

The Complete Guide to Social Media for B2B Marketers
HYP3R
The Tombras Group

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Phil Moad, Digital Marketing Lead at Calgary Stampede, joins the Social Pros Podcast to discuss promoting large scale events and the important role of volunteers.

Special thanks to our sponsors:

Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
Convince & Convert (Experience This! Show: experiencethisshow.com)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

How to balance social marketing for a major annual event vs year round events
How to be intentional with social to encourage organic engagement
How to build an active community around your organization
How to augment staff and volunteers for large scale events
How to use social to gauge audience sentiment towards your organization

Resources

Calgary Stampede Website, Twitter, Instagram, Facebook
The Complete Guide to Social Media for B2B Marketers
HYP3R

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Jorgen Sundberg, Employer Brand Consultant & CEO at Link Humans, joins the Social Pros Podcast to discuss the important role of your employees in social media.

Special thanks to our sponsors:

Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
Convince & Convert (Experience This! Show: experiencethisshow.com)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

Why brand value is important for potential employees
How companies can use social to portray life inside the company to potential employees
Why B2C companies should have separate social channels for employer branding
How to encourage employees to tell stories
Why employer rating services like Glassdoor and Indeed are important

Resources

Link Humans
Employee Advocacy: The Ultimate Handbook
Employer Brand Index
Employer Branding Podcast
Dynamic Signal and Hearsay Systems Advisor Social
Glassdoor and Indeed

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Employee Advocacy: The Ultimate Handbook: What it is, why you should do it and how it works.

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Lisa Kalner Williams, Product Marketing Manager at Agorapulse, joins the Social Pros Podcast to discuss using the scientific method to test social marketing experiments.

Special thanks to our sponsors:

Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
Convince & Convert (Experience This! Show: experiencethisshow.com)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

Why anecdotes do not equal data
Why effective ideas can become ineffective and vice versa over time in social
Why captioning is so important with video
How Instagram stories have become the place for authenticity

Resources

Social Media Lab

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George B. Thomas, Hubspot and Inbound Trainer at IMPACT, joins the Social Pros Podcast to discuss how to make better, more intentional social videos.

Special thanks to our sponsors:

Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
Convince & Convert (Experience This! Show: experiencethisshow.com)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

Why being good on camera can be a learned skill
How to balance production value with live video
How to develop a good presence on camera
Why social content doesn’t always need to lead back to your business’ website
Why captions are so important
What to do with Facebook live videos once you’re no longer “live”

Resources

Camtasia

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Chris Ducker, founder of Youpreneur, joins the Social Pros Podcast to discuss building a business around your personal brand.

Special thanks to our sponsors:

Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
Convince & Convert (Experience This! Show: experiencethisshow.com)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

What it means to have a personal brand and build your business around it
Why a background in sales is an advantage but not a necessity
How your business can become someone’s favorite
How to balance automation with personal, human interactions

Resources

Youpreneur
Rise of the Youpreneur

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Rise of the Youpreneur: The Definitive Guide to Becoming the Go-To Leader in Your Industry and Building a Future-Proof Business

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In this special episode of the Social Pros Podcast, Jay and Adam speak with a wide range of authors, podcasters, and former co-hosts to discuss how they build businesses through social media and beyond.

Special thanks to our sponsors:

Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
Convince & Convert (Experience This! Show: experiencethisshow.com)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

Shama Hyder — Founder and CEO at Zen Media
Mark Schaefer — Executive Director at Schaefer Marketing Solutions LLC
Eric Boggs — CEO at RevBoss
Jeffrey Rohrs — Chief Marketing Officer at Yext
Jess Ostroff — Director of Calm at Don’t Panic Management
Randy Frisch — Co-Founder, CMO, and President at Uberflip
Dan Gingass — Vice President, Strategic Group at Persado
Nick Cicero — Founder and CEO at Delmondo
Joey Coleman — Chief Experience Composer at Design Symphony

Visit SocialPros.com for more insights from your favorite social media marketers.

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In this special episode of the Social Pros Podcast, Jay and Adam speak with a wide range of guests to discuss the importance of social and where it might be heading in the coming year.

Special thanks to our sponsors:

Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
Convince & Convert (Experience This! Show: experiencethisshow.com)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

Mark Josephson — CEO at Bitly
Kriti Kapoor — Head of Social Customer Care at Microsoft
Tim Washer — Keynote Speaker/Event Emcee/PowerPoint Comedian at Ridiculous Media
Kelley O’Brien — Director of Interactive, Digital, Social at Krispy Kreme
Laurie Meacham — Manager Customer Commitment at JetBlue Airways
Brooks Thomas — Social Business Advisor at Southwest Airlines

Visit SocialPros.com for more insights from your favorite social media marketers.

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Heather Whaling, President/Founder of Geben Communication, joins the Social Pros Podcast to discuss the evolution of public relations and how to succeed in social media.

Special thanks to our sponsors:

Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
Convince & Convert (Experience This! Show: experiencethisshow.com)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

How focusing on strengths and collaborating in weaker areas can lead to stronger content
How the scope of public relations has expanded
How to approach relationships with journalists vs influencers
How paid social has become more important as PR has evolved
Why it’s becoming more important to write with sound bites in mind

Resources

Heather’s website, Twitter
Geben Communication

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Nathan Chan, CEO and Publisher of Foundr, joins the Social Pros Podcast to discuss powerful strategies for organic social media growth.

Special thanks to our sponsors:

Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
Convince & Convert (Experience This! Show: experiencethisshow.com)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

How to strategically grow an organic following through Instagram
How diverse content formats can help you leverage influence
Why being good at sales is just as important if not more so than being good at social
How to choose the right social channel to focus on
Why live events can be extremely challenging
Why life skills can be more valuable than traditional education/work experience

Resources

Foundr website and Instagram
Social Blade
Iconosquare

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Jay Baer, Founder of Convince & Convert, and Adam Brown, Executive Strategist at Salesforce, discuss how social media has changed in the past year and give predictions for the coming year.

Special thanks to our sponsors:

Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
Convince & Convert (Experience This! Show: experiencethisshow.com)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

How ephemeral content has developed and changed the social landscape over the past year
How simplifying the user interface can create a drastic shift in demographics for a social media platform
Why video has become one of the essential tools for social media marketing
How the world of social media could shift in the coming year
Why it's better to go more in-depth on a couple of social channels rather than trying to build a presence on all channels

Visit SocialPros.com for more insights from your favorite social media marketers.

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Erik Huddleston, CEO of TrendKite, joins the Social Pros Podcast to discuss the evolution of PR and amplifying earned media through social.

Special thanks to our sponsors:

Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
Convince & Convert (Experience This! Show: experiencethisshow.com)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

Why both online and offline media sources still matter
What many businesses overlook when it comes to influencer marketing
How to approach social both proactively and reactively
How technology can greatly benefit PR pros by changing crisis management
Why you need to heavily integrate PR with marketing

Resources

Erik on Twitter
TrendKite
The Business Leader’s Guide to Becoming a Social Business

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Carlos Garcia, CEO of HYP3R, joins the Social Pros Podcast to discuss how your business can use location data to elevate customer experiences.

Special thanks to our sponsors:

Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
Convince & Convert (Experience This! Show: experiencethisshow.com)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

Why location-based data has become a significant part of social media posts
How utilizing location-based data can enhance your relationship with customers and your interactions with guests
Why you should also respond to positive interactions, rather than just reacting to negative ones
How location tracking has evolved over various social media platforms

Resources

Carlos on Twitter
HYP3R
Social Studio

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On this episode of the Experience This! Show, Dan Gingiss & Joey Coleman look at everything that goes into providing an exceptional customer experience, from making a positive impact when your customers contact support to the crucial element of face time with customers for each member of your organization.

Bite-Sized Delight From the Episode: * All employees can benefit from dealing with customers. * Be clear about what you can and can’t do and manage expectations. * Your customer experience is being compared to everyone, not just companies in your industry.

Are You Looking for Things We Referenced? * Episode 9 - How Restaurants, Health Insurers, and Nike Make Remarkable Experiences * Network Health Wisconsin on Twitter * The Outsized Impact of Invisible Service Providers * Understanding Health Insurance * The 5 9 Customer Service Index

Get more resources and the full show notes at http://ExperienceThisShow.com. If you like what you hear, please subscribe!

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Rohit Bhargava, Founder and Chief Trend Curator at Non-Obvious Company, joins the Social Pros Podcast to discuss some of the trends of the past year that you may not have noticed.

Special thanks to our sponsors:

Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
Convince & Convert (Experience This! Show: experiencethisshow.com)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

How backstory telling is a new take on traditional storytelling for brands
How associating with a particular cause or political view has become a marketing tool for many companies
Why some traditionally automated companies are beginning to offer “human mode” as a premium feature
How trends can sometimes create an opposition, or “anti-trend”
Why personalized ads can lead to over targeting
How a younger generation has led to the anti-nostalgic trend of disappearing content
How people are adapting to the mass amount of content available

Resources

Rohit’s Website and Twitter.
Non-Obvious 2018
Win Bigly by Scott Adams

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Non-Obvious 2018 Edition: How To Predict Trends And Win The Future (Non-Obvious Trends, 5)

Win Bigly: Persuasion in a World Where Facts Don't Matter

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Bernhard Schroeder, Clinical Lecturer at San Diego State University and Author, joins the Social Pros Podcast to discuss connecting with millennials and building a solid brand image.

Special thanks to our sponsors:

Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
Convince & Convert (Experience This! Show: experiencethisshow.com)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

Why many millennials don’t understand branding
How the move to digital has affected the passing of branding knowledge from generation to generation
Why social media engagement doesn’t always equal brand value
Why having a cause and putting it forward can solidify your brand image
How to be a marketing leader and approach marketing from an educational standpoint
Why your social media content should be dictated by a brand story

Resources

Bernhard Schroeder
The Lavin Entrepreneurship Center
Brands and Bullshit: Excel at the Former and Avoid the Latter
The Brand Gap

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The Brand Gap: How to Bridge the Distance Between Business Strategy and Design

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Madalyn Sklar, Social Media and Digital Marketing Strategist, joins the Social Pros Podcast to discuss the most powerful ways to optimize Twitter for your business.

Special thanks to our sponsors:

Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
Convince & Convert (Experience This! Show: experiencethisshow.com)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

How the shift to 280 characters has affected interactions on Twitter
How using video can create a more personal connection through Twitter
What most Twitter users could do to improve their interactions
How to find relevant Twitter chats and optimize your profile to make a great first impression
How to create interactions that can be broadcast over multiple social media platforms

Resources

Madalyn on Twitter
SocialROI
Twitter Smarter
Video Reply Day
Media Studio
How to Drive Intelligent, Personalized Consumer Engagement Using Data and AI
Communities That Convert

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Mark Schaefer, Executive Director of Schaefer Marketing Solutions, joins the Social Pros Podcast to discuss all things Twitter, including how to develop a human presence and inspire customers by elevating your employees.

In This Episode

How Twitter’s shift to 280 characters may affect the company and the obstacles it faces
How to engage with Twitter as a human-driven platform rather than a place to broadcast ads
Why having a human presence is different from employee advocacy
How elevating your employees can benefit your business more than traditional ads
Why businesses should be evolving their content

Resources

Mark Schaefer on Twitter, Facebook, and LinkedIn
The Tao of Twitter
Known
More Than Marketing: Exploring the Five Roles of the New Marketer
The Content Code
Marketing Companion Podcast
Why Consistency Is the Key to Becoming Known

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Mark Josephson, CEO at Bitly, joins the Social Pros Podcast to discuss link management and how it can drastically improve your business’ bottom line.

Special thanks to our sponsors:

Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
Convince & Convert (Experience This! Show: experiencethisshow.com)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

How Bitly's approach to marketing helped them grow from a simple idea to a global enterprise
The importance of creating a unique and streamlined customer experience
How shorter links strengthen branding while saving time and money

Resources

Salesforce Marketing Cloud
More Than Marketing: Exploring the Five Roles of the New Marketer
Experience This Podcast

Visit SocialProsPodcast.com for more insights from your favorite content marketers.

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Joel Hammond, Assistant Director of Communications and Head of Social Media for the Cleveland Indians, joins the Social Pros Podcast to discuss how a lean team can shine the spotlight on their fans across multiple channels with minimal paid boosts.

Special thanks to our sponsors:

Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
Convince & Convert (Experience This! Show: experiencethisshow.com)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

Why running a successful lean social team means being structured but flexible
How a spotlight on the business leads to opportunities for the social team to show off their skills
Why relying on paid social means there is a weakness in your strategy
How sharing fan content leads to peer buy-in for your content
Why being spread across multiple social channels means having a unique set of content for each platform

Resources

Joel Hammond on Twitter: @joelhammond
Cleveland Indians on Twitter, Facebook, Instagram, Snapchat, YouTube, Tumblr, and Pinterest
Not voting for our players is a crime.

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Chris Marr, Founder and Director of the Content Marketing Academy, joins the Social Pros Podcast to share how he uses social to sell-out events well before they have even been launched.

Special thanks to our sponsors:

Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
Convince & Convert (Experience This! Show: experiencethisshow.com)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

Why creating great social means starting with great content
How careful marketing to people outside the room leads to a successful event the following year
Why generating online buzz means keeping live, in-person events on the calendar
Why ensuring a full room of attendees means continual remarketing to people with tickets

Resources

Chris Marr on Twitter: @chrismarr101
Content Marketing Academy
365Days Event
How Gary Vaynerchuk Uses Micro-Content to Drive Social Media Results
Gary Vaynerchuk and The Currency of Attention

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Sue B. Zimmerman, Keynote Speaker and Founder of Sue B. Zimmerman Enterprise, joins the Social Pros Podcast to discuss how Instagram is rising above other social tools to become the next major engagement platform.

Special thanks to our sponsors:

Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
Convince & Convert (Experience This! Show: experiencethisshow.com)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

How using Instagram correctly leads to conversations that drive traffic and conversions
Why finding the right hashtag means ditching the crowd and referencing the niches of your conversation
How focusing on connecting emotionally through pictures leads to aesthetic consistency and niche hashtags
Why getting the most out of Instagram stories doesn't mean using all the time, all the hashtags, and all the tools every time

Resources

Sue B. Zimmerman on Twitter, Instagram, Facebook, YouTube, LinkedIn, and Pinterest
The Instagram Expert
The Hashtag Handbook
ScreenFlow
Reflector

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Neil Tolbert, Director of Marketing and Communications at Mack Trucks, joins the Social Pros Podcast to share how to successfully drive organic growth through consideration, content, and consistency.

Special thanks to our sponsors:

Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
Convince & Convert (Experience This! Show: experiencethisshow.com)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

Why building a strong and confident team means organizing it around their individual skillset and strengths
How consistency in content leads to booming organic social growth
Why vetting your social impacts means mapping touchpoints and finding customer consideration
How repeatedly proving the success of social to management leads to broader acceptance of its impact across the organization

Resources

Neil Tolbert on Twitter: @NeilTolbert
Mack Trucks on Facebook, Instagram, YouTube, Twitter, LinkedIn, and Tumblr
Bulldog Magazine
Anthem
How to Combine Social and B2B Marketing Automation

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Joey Coleman, Chief Experience Composer for Design Symphony, joins the Social Pros Podcast to discuss his new Experience This! Show and why a positive customer experience is the ultimate game changer in a competitive market.

Special thanks to our sponsors:

Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
Convince & Convert (Experience This! Show: experiencethisshow.com)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

How a focus on sales and prospects has led to a decreased focus on customer retention and experience
Why improving the customer experience doesn't mean a huge dollar investment in fancy tools or expensive trainings.
How carefully integrated AI leads to happier customers and happier sales.
Why a successful customer experience means embedding CX-minded staff at every level of your organization

Resources

Joey Coleman on Twitter: @thejoeycoleman
Experience This! Show
SpeakPipe
Never Lose a Customer Again: Turn Any Sale into Lifelong Loyalty in 100 Days

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Tom Fishburne, Founder and CEO of the Marketoonist, joins the Social Pros Podcast to discuss why niche cartoons have the greatest impact with your audience and how the best creativity is born from repetition.

Special thanks to our sponsors:

Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
Convince & Convert (Experience This! Show: experiencethisshow.com)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

How time and repetition, not urgency or inspiration, leads to creativity
Why incorporating new marketing technology and social platforms doesn't mean just plugging it in to what you're already doing
How Shiny New Thing Syndrome leads to a crippling of the creative process and subsequent marketing strategy
Why the rise of technology means a whole new generation of a free audience
How to find the V1 marker of launching a new career

Resources

Tom Fishburne on Twitter: @tomfishburne
Marketoonist on Facebook and Twitter
Your Ad Ignored Here
Social Network Adoption
7 Deadly Sins of Innovation
xkcd
The DO Lectures
Marketing Week Live 2017 Guests Achieve Artistic Guinness World Records Title
Oreo's 'Daily Twist' Campaign Puts Cookie in Conversation

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Nick Hasselberg and Richard Pomes, Marketing Manager and Founder/CMO at Ghost Tequila, join the Social Pros Podcast to discuss how they built a social brand from scratch through guerrilla marketing and on-the-ground engagement.

Special thanks to our sponsors:

Salesforce Marketing Cloud (More Than Marketing: Exploring The Five Roles of The New Marketer: candc.ly/newmarketer)
Emma (Your Brain on Email: 11 Designs People Can’t Resist: bit.ly/emailbrain)
Convince & Convert (The Three Types of Social Media Metrics And Why They'll Get You Promoted: candc.ly/3socialmetrics)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

Why starting from scratch means letting your friends and families be the advocates you don’t have
How investment in sharing your brand’s backstory leads to faster and deeper engagement with consumers
How a background in the arts leads to building a good foundation in business communication
Why successful guerrilla marketing means starting online before taking it to the streets

Resources

Richard Pomes on Twitter: @RichardAPomes
Nick Hasselberg on Twitter: @NickHasselberg
Ghost Tequila on Facebook, Twitter, Instagram
Peaches and Herb
Summon The Spirit
Ghost Tour
Drizly
Steppenwolf Theatre Company

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Tim Washer, Creative Director for Service Provider Marketing at Cisco, joins the Social Pros Podcast to discuss how humor and customer pain can cut through the noise and land those B2B accounts.

Special thanks to our sponsors:

Salesforce Marketing Cloud (More Than Marketing: Exploring The Five Roles of The New Marketer: candc.ly/newmarketer)
Emma (Your Brain on Email: 11 Designs People Can’t Resist: bit.ly/emailbrain)
Convince & Convert (The Three Types of Social Media Metrics And Why They'll Get You Promoted: candc.ly/3socialmetrics)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

Why cutting through the crowded marketing space means investing in well-produced comedic content
How retweets instead of metrics can lead to internal funding for hilarious products
Why producing good comedic content means preparing for and accepting negative comments in advance
How getting angry leads to a closer connection with your customers

Resources

Tim Washer on Twitter: @timwasher
Cisco
Use Humor and Ridiculousness to Reach Your Audience
Mainframe: The Art of the Sale, Lesson One
The Network Effect
Shorts International
Marketoonist
Tim Washer on Last Week Tonight with John Oliver
Fast Innovation and the Slow Waiter

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Minter Dial, Speaker, Author, and Founder of the Myndset Company, joins the Social Pros Podcast to discuss disruption, social media, and finding success in the sharing economy.

Special thanks to our sponsors:

Salesforce Marketing Cloud (More Than Marketing: Exploring The Five Roles of The New Marketer: candc.ly/newmarketer)
Emma (Your Brain on Email: 11 Designs People Can’t Resist: bit.ly/emailbrain)
Convince & Convert (The Three Types of Social Media Metrics And Why They'll Get You Promoted: candc.ly/3socialmetrics)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

How disruption leads to a new infusion of energy into your business
Why having a successful Chief Digital Officer means defining the role apart from the Chief Innovation Officer
How following the CLICK organizational principals leads to a flexible, innovative, and customer-centric business model
Why the rise of the sharing economy means less of a focus on acquiring permanent items and more of a focus on borrowed but meaningful things

Resources

Minter Dial on Twitter: @mdial
Myndset on Twitter, Facebook, YouTube, and LinkedIn
Future Proof: Get Your Business Ready For The Next Disruption
Good to Great

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Sarah Smith, VP of Advertising Sales and Operations at Quora, joins the Social Pros Podcast to discuss the future of search engine selling and why their customers are beating the competition in conversions.

Special thanks to our sponsors:

Salesforce Marketing Cloud (More Than Marketing: Exploring The Five Roles of The New Marketer: candc.ly/newmarketer)
Emma (Your Brain on Email: 11 Designs People Can’t Resist: bit.ly/emailbrain)
Convince & Convert (The Three Types of Social Media Metrics And Why They'll Get You Promoted: candc.ly/3socialmetrics)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

How a strict policy of being nice leads to a boon for user-generated content
Why controversial content that is well organized means increased interest from nervous advertisers
How intentional search engine placement leads to an uptick in conversions
Why a searching customer means a higher probability of conversion

Resources

Sarah Smith on Twitter: @sasmith4
Quora on Twitter, Facebook, Instagram, LinkedIn, Blog
Quora for Business Blog
Einstein Vision

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Kelley O'Brien, Director of Social Media for Krispy Kreme, joins the Social Pros Podcast to share how an internationally delicious brand keeps their social fresh and engaging.

Special thanks to our sponsors:

Salesforce Marketing Cloud (More Than Marketing: Exploring The Five Roles of The New Marketer: candc.ly/newmarketer)
Emma (Your Brain on Email: 11 Designs People Can’t Resist: bit.ly/emailbrain)
Convince & Convert (The Three Types of Social Media Metrics And Why They'll Get You Promoted: candc.ly/3socialmetrics)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

Why selecting the perfect influencer for your brand means looking beyond reach or followers
How multi-level social customer care management, from local up through global, leads to a rabid fan base of brand advocates and repeat customers
Why successful social means targeting both full and part time fans
How an established and accepted social personal leads to organic virality

Resources

Kelley O'Brien on Twitter: @kelleyob
Krispy Kreme on Twitter, Facebook, Pinterest, YouTube, and Instagram
Krispy Kreme Doughnuts Delivers the Tastiest Eclipse in History
krispykreme
ドーナツの穴には何がある

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Jason Schober, Social Media Campaign Manager for U.S. Bank, joins the Social Pros Podcast to share how a multi-state bank stays engaged with the local community through paid social and research.

Special thanks to our sponsors:

Salesforce Marketing Cloud (More Than Marketing: Exploring The Five Roles of The New Marketer: candc.ly/newmarketer)
Emma (Your Brain on Email: 11 Designs People Can’t Resist: bit.ly/emailbrain)
Convince & Convert (The Three Types of Social Media Metrics And Why They'll Get You Promoted: candc.ly/3socialmetrics)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

How party research before the campaign leads to more effective measurements of success
Why building and maintaining customer loyalty means close social listening and rapid customer service responses
How successful traditional marketing campaigns lead to impactful social strategies
Why launching your social career means stepping out of your comfort zone

Resources

Jason Schober on Twitter: @jschobes
U.S. Bank on Facebook, Twitter, and Instagram
The Power of Possible
Tour Possible

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Eric Hultgren, Director of Social Media and Content Marketing for MLive Media Group, joins the Social Pros Podcast to discuss why casting a narrow but deep net in social can bring in more leads than launching across all platforms, all the time.

Special thanks to our sponsors:

Salesforce Marketing Cloud (More Than Marketing: Exploring The Five Roles of The New Marketer: candc.ly/newmarketer)
Emma (Your Brain on Email: 11 Designs People Can’t Resist: bit.ly/emailbrain)
Convince & Convert (The Three Types of Social Media Metrics And Why They'll Get You Promoted: candc.ly/3socialmetrics)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

Why robust social media marketing doesn't mean getting leads to the top of the funnel
How fast moving social leads to a lather, rinse, and repeat approach to strategy
Why knowing the success of your content means understanding your audience's expectations for each platform
How going deep on one platform instead of wide on many leads to more authentic and committed leads

Resources

Eric Hultgren on Twitter: @EricHultgren
MLive Media Group on Twitter, Facebook, Instagram, YouTube, and LinkedIn
everythingismarketing blog
Now Playing 4 Kids
Facebook Pixel

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Jason Falls, Founder and Partner of the Conversation Research Institute, joins the Social Pros Podcast to outline the differences between social listening and conversation research and how one of them will revolutionize your marketing strategy.

Special thanks to our sponsors:

Salesforce Marketing Cloud (More Than Marketing: Exploring The Five Roles of The New Marketer: candc.ly/newmarketer)
Emma (Your Brain on Email: 11 Designs People Can’t Resist: bit.ly/emailbrain)
Convince & Convert (The Three Types of Social Media Metrics And Why They'll Get You Promoted: candc.ly/3socialmetrics)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

Why finding the right social platform for your brand means understanding the audience of each platform and how it fits with your product
How looking at the context, not the brand, leads to deeper and more insightful consumer research
Why the rise in stories as social conversations means a decrease in the effectiveness of social listening tools
How conversation research leads to data that makes a difference

Resources

Jason Falls on Twitter: @JasonFalls
Conversation Research Institute on Facebook, LinkedIn, and Twitter
Social Pros 14 - Jason Falls, Social Media Explorer

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Diana Scholl, Social Media Manager for the ACLU, joins the Social Pros Podcast to share how social is transforming the role of advocacy both online and offline.

Special thanks to our sponsors:

Salesforce Marketing Cloud (More Than Marketing: Exploring The Five Roles of The New Marketer: candc.ly/newmarketer)
Emma (Your Brain on Email: 11 Designs People Can’t Resist: bit.ly/emailbrain)
Convince & Convert (The Three Types of Social Media Metrics And Why They'll Get You Promoted: candc.ly/3socialmetrics)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

How an overactive social presence for an advocacy organization leads to new donors and reaffirming the commitment of existing members
Why the rise of social means a new age for nonprofit fundraising
How the social activism boom leads to a unique opportunity for nonprofits to quickly and easily share their message far and wide
Why using social wisely means being critical of every new tool or feature that hits the market

Resources

Diana Scholl on Twitter: @dianascholl
ACLU on Facebook, Twitter, YouTube, and Instagram

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Matt Wolpin, Senior Manager and Head of Social Media for Juniper Networks, joins the Social Pros Podcast to discuss how educating internal stakeholders on social can lead to triple digit leaps in engagement and click-through rates.

Special thanks to our sponsors:

Salesforce Marketing Cloud (More Than Marketing: Exploring The Five Roles of The New Marketer: candc.ly/newmarketer)
Emma (Your Brain on Email: 11 Designs People Can’t Resist: bit.ly/emailbrain)
Convince & Convert (The Three Types of Social Media Metrics And Why They'll Get You Promoted: candc.ly/3socialmetrics)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

Why ensuring quality internal content means proving your point with an audit
How focusing on the end user instead of product sales leads to a robust social community of advocates
Why developing a robust social strategy means spending time on internal education
How simple three-word posts with the right angle can lead to 1,000+ engagements

Resources

Matt Wolpin on Twitter: @mwolpin
Juniper Networks on Facebook, Twitter, YouTube, LinkedIn, and Instagram
Weekend Reading Essentials

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Ben Boskovich, Managing Editor for Esquire.com, joins the Social Pros Podcast to discuss how he maintains 80-year old brand consistency across the constantly evolving social media landscape.

Special thanks to our sponsors:

Salesforce Marketing Cloud (More Than Marketing: Exploring The Five Roles of The New Marketer: candc.ly/newmarketer)
Emma (Your Brain on Email: 11 Designs People Can’t Resist: bit.ly/emailbrain)
Convince & Convert (The Three Types of Social Media Metrics And Why They'll Get You Promoted: candc.ly/3socialmetrics)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

How the right format can lead to long-form content on short-form social
Why finding the right content for each platform means rethinking the necessity of click-through links
How finding your voice in the crowded social marketplace means understanding what your brand personifies and how it looks to others first
Why working your way to the top in social means reaching outside your focus area for additional learnings

Resources

Ben Boskovich on Twitter: @benbosk
Esquire on Snapchat, Instagram, Facebook, Twitter, Pinterest, YouTube, and Tumblr
Dash Hudson

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Andrew Pickering and Pete Gartland, Co-Founders of Andrew And Pete, join the Social Pros Podcast to discuss how a unique and consistent content stamp can launch your brand to new heights.

Special thanks to our sponsors:

Salesforce Marketing Cloud (50 Social Media Best Practices for 2017: candc.ly/getsocialebook)
Emma (Your Brain on Email: 11 Designs People Can’t Resist: bit.ly/emailbrain)
Convince & Convert (Jay Today TV: jaytoday.tv)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

How being a little bit more human leads to less of a barrier between you and your customers
Why creating standout content means being better or being different
How a schedule for success actually leads to success in half the time
Why tripling or quadrupling your click-through rate means moving content with chatbots

Resources

Andrew and Pete on Twitter, YouTube, Facebook, Snapchat, and Instagram
Atomic
ManyChat
Facebook Live Audio
John Lee Dumas' Entrepreneurs On Fire
Purple Cow

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Aaron Grote, Digital Strategist for Great Clips, joins the Social Pros Podcast to share how a brand with 4,000 franchies locations integrates social for customer care, attraction, and retention.

Special thanks to our sponsors:

Salesforce Marketing Cloud (50 Social Media Best Practices for 2017: candc.ly/getsocialebook)
Emma (Your Brain on Email: 11 Designs People Can’t Resist: bit.ly/emailbrain)
Convince & Convert (Jay Today TV: jaytoday.tv)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

Why successful social for a style brand doesn't always mean a focus on style
How a focus on individual post cohesion instead of platform themes leads to a broader, more inclusive social strategy
Why attentive social customer care sometimes means putting off resolution of an issue
Why making the best use of social platforms sometimes means not using them at all

Resources

Aaron Grote on Twitter: @atgrote
Great Clips on Facebook, Instagram, Twitter, and Pinterest
Clip Notes
Marketing Shot:Chaser newsbot
Greatest Generations Foundation

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Alisa Meredith, Content Marketing Manager for Tailwind, joins the Social Pros Podcast to discuss the key differences between Pinterest and Instagram and how successful pins can generate leads for years to come.

Special thanks to our sponsors:

Salesforce Marketing Cloud (50 Social Media Best Practices for 2017: candc.ly/getsocialebook)
Emma (Your Brain on Email: 11 Designs People Can’t Resist: bit.ly/emailbrain)
Convince & Convert (Jay Today TV: jaytoday.tv)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

Why making a strategy for Pinterest doesn’t mean building the same social strategy for Facebook
How a perfect pin leads to years of traffic and referrals
Why success on Pinterest means a highly optimized page
How ego-driven, faceless pins lead to conversions

Resources

Alisa Meredith on Twitter: @alisammeredith
Alisa Meredith Marketing on Pinterest, Facebook, Instagram, and LinkedIn
Tailwind
Scalable Social Media
How to Use Pinterest Promoted Pins to Increase Traffic, Leads, and Sales
Tailwind Tribes for Pinterest
@PinterestLens

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Brian Peters, Digital Marketing Strategist for Buffer, joins the Social Pros Podcast to discuss the surprisingly promising future of organic content and why success on Facebook means using less of it.

Special thanks to our sponsors:

Salesforce Marketing Cloud (50 Social Media Best Practices for 2017: candc.ly/getsocialebook)
Emma (Your Brain on Email: 11 Designs People Can’t Resist: bit.ly/emailbrain)
Convince & Convert (Jay Today TV: jaytoday.tv)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

Why using social media doesn't mean a focus on driving traffic anymore
How transparency of operations leads to content gold for social marketing
Why embracing the rise of social video means tossing that landscape option
How time spent on cultivating organic content leads to successful paid content in the long run
Why increasing engagement means posting less on social

Resources

Brian Peters on Twitter: @Brian_G_Peters
Buffer on Facebook, Twitter, Instagram, YouTube, Open Blog, Overflow Blog and Social Blog
The Science of Social Media Podcast
The Simple Facebook Posting Strategy That Helped Us 3x Our Reach and Engagement
Square vs. Landscape Video – $1.5K Worth of Experiments: Here’s How They Compare
Twitonomy
Seartwi

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John Hall, Author and CEO of Influence & Co., joins the Social Pros Podcast to discuss how to create ambassadors and influence people through content and social.

Special thanks to our sponsors:

Salesforce Marketing Cloud (50 Social Media Best Practices for 2017: candc.ly/getsocialebook)
Emma (Your Brain on Email: 11 Designs People Can’t Resist: bit.ly/emailbrain)
Convince & Convert (Jay Today TV: jaytoday.tv)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

Why gaining trust means giving good information that improves lives
How consistent engagement leads to top-of-mind placement and being first in line
Why scaling influence means taking a moment to recognize others that have helped you
How ditching profits in a moment of vulnerability leads to a positive spot in long-term memory

Resources

John Hall on Twitter: @johnhall
Influence & Co.
Top of Mind: Use Content to Unleash Your Influence and Engage Those Who Matter to You
BOLO
Give and Take
Zapier Blog

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Michael Hoefflinger, Author and Entrepreneur in Residence at XSeed Capital, joins the Social Pros Podcast to share his first-person experience with the insanely successful Facebook News Feed and his thoughts on the future of native advertising in social.

Special thanks to our sponsors:

Salesforce Marketing Cloud (50 Social Media Best Practices for 2017: candc.ly/getsocialebook)
Emma (Your Brain on Email: 11 Designs People Can’t Resist: bit.ly/emailbrain)
Convince & Convert (Jay Today TV: jaytoday.tv)
Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

Why being successful as a leader means seeing around corners and being in it for the long-haul
How what's best for the goose and gander leads to decreased organic reach for some businesses
Why winning marketing means meeting customers where they spend most of their time without scaring them away
How starting with the advertising end game leads to a losing product

Resources

Michael Hoefflinger on Twitter: @mhoeffli
XSeed Capital
Becoming Facebook: The 10 Challenges That Defined the Company That's Disrupting the World
Only the Paranoid Survive: How to Exploit the Crisis Points That Challenge Every Company

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Becoming Facebook: The 10 Challenges That Defined the Company That's Disrupting the World

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Temitayo Osinubi, Content Strategist at Digital Marketing Advisers, joins the Social Pros Podcast to discuss how a formal degree in internet marketing can give you perspective and an edge in this super-competitive field.

Special thanks to our sponsors:

Salesforce Marketing Cloud (50 Social Media Best Practices for 2017: candc.ly/getsocialebook)
Emma (Your Brain on Email: 11 Designs People Can’t Resist: bit.ly/emailbrain)
Convince & Convert (Jay Today TV: jaytoday.tv)
Yext (How to Win Digital and Real World Traffic With Local Reviews: http://offers.yext.com/reviews)

In This Episode

How formal training in social media marketing leads to an expanded lens on the marketing industry
Why landing upper-echelon jobs in digital marketing means ditching Google as your trainer
Why tackling the diversity in marketing means more authentic representation at conferences
How the advancement of marketing technology will lead to a natural selection of marketing professionals
How the pressure of private, adaptable universities leads to a change in curriculum of traditional, public universities
Why moving your audience past content fatigue means investing in podcast storytelling

Resources

Temitayo Osinubi on Twitter: @tembo8482
Digital Marketing Advisers
Beyond Buzzwords: Social Media, Mobile & Other Marketing Buzzwords Ain't the Half of It!
Marketing Disenchanted Podcast
Mike King of iPullRank is my Stuart Scott
Lucky Orange
Drip
Behind The Numbers: an eMarketer Podcast

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AJ Wilcox, Founder of B2Linked, joins the Social Pros Podcast to share his secret recipe to creating a highly successful campaign that closes deals in record time using LinkedIn.

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Salesforce Marketing Cloud (50 Social Media Best Practices for 2017: candc.ly/getsocialebook)
Emma (Your Brain on Email: 11 Designs People Can’t Resist: bit.ly/emailbrain)

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Tim Mosso, Media Director of WatchUWant.com, joins the Social Pros Podcast to discuss how he found the sweet spot of authenticity and high production value for social video content.

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Salesforce Marketing Cloud (50 Social Media Best Practices for 2017: candc.ly/getsocialebook)
Emma (Your Brain on Email: 11 Designs People Can’t Resist: bit.ly/emailbrain)

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LaSandra Brill, Head of Digital Planning and Analytics at NVIDIA, joins the Social Pros Podcast to discuss how to manage the competing needs of a B2B/B2C company that has embraced the future of AI.

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Salesforce Marketing Cloud (The Future of Ads: bit.ly/salesforceads)
Emma (Your Brain on Email: 11 Designs People Can’t Resist: bit.ly/emailbrain)

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John Pugh, CEO of House of Swank Clothing, joins the Social Pros Podcast to discuss product curation through social and why the art of handwriting notes is still alive and well.

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Salesforce Marketing Cloud (The Future of Ads: bit.ly/salesforceads)
Emma (Your Brain on Email: 11 Designs People Can’t Resist: bit.ly/emailbrain)

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Falynne Finagan, Global Head of Social Marketing at Xerox, joins the Social Pros Podcast to discuss how she directs a small social army to successfully launch products to international success.

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Salesforce Marketing Cloud (The Future of Ads: bit.ly/salesforceads)
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Mark Schaefer, Author and Executive Director of Schaefer Marketing Solutions, joins the Social Pros Podcast to share his learnings from interviewing nearly a hundred people from different walks of life on what it means to become known and how anybody can join them.

Special thanks to our sponsors:

Salesforce Marketing Cloud (The Future of Ads: bit.ly/salesforceads)
Emma (Your Brain on Email: 11 Designs People Can’t Resist: bit.ly/emailbrain)< [...]

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Marcy Massura, Senior Strategist and Director of Digital and Consumer Engagement at Henson Consulting Inc., joins the Social Pros Podcast to get down and dirty on PR, social customer care, and the staying power of Twitter.

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Salesforce Marketing Cloud (The Future of Ads: bit.ly/salesforceads)
Emma (Your Brain on Email: 11 Designs People Can’t Resist: bit.ly/emailbrain)

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A few times a month, we’ll be bringing you some very special bonus episodes from Jay Baer’s popular Jay Today show. These episodes are only a few minutes long, so you can listen to them in between meetings, while making the bed, or whenever else you have 5 minutes to spare. Today’s episode is about Facebook slowly stranguling the competition. Is Linkedin next? And would you use jobs functionality on Facebook?
Jay Today is brought to you by Emma. Get more from your email marketing by visiting http://myemma.com. To get every

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Dan Gingiss, Author of Winning at Social Customer Care, joins the Social Pros Podcast to discuss the power, impact, and future of customer service through social.

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Emma (Your Brain on Email: 11 Designs People Can’t Resist: bit.ly/emailbrain)

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Ike Pigott, Communications Strategist for the Alabama Power Company, joins the Social Pros Podcast to discuss using brand jounalism through social to trade regional press for increased business.

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Salesforce Marketing Cloud (The Future of Ads: bit.ly/salesforceads)
Emma (Your Brain on Email: 11 Designs People Can’t Resist: bit.ly/emailbrain)

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Shama Hyder, CEO of Marketing Zen, joins the Social Pros Podcast to discuss her theories around agility through analytics and how taking her principals to heart can propel your social marketing to the next level.

Special thanks to our sponsors:

Salesforce Marketing Cloud (The Future of Ads: bit.ly/salesforceads)
Emma (Your Brain on Email: 11 Designs People Can’t Resist: bit.ly/emailbrain)

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A few times a month, we’ll be bringing you some very special bonus episodes from Jay Baer’s popular Jay Today show. These episodes are only a few minutes long, so you can listen to them in between meetings, while making the bed, or whenever else you have 5 minutes to spare. Today’s episode is about an experience using paid wifi on the airplane. But it wasn’t just about the wifi, it was about the insane error message Jay received. Are you kidding me? We have to get better about the messages we send to our customers. Jay Today is brought to you by Emma. Get more from your email marketing by visiting http://myemma.com.

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Karl Sakas, Founder and Agency Consultant of Sakas and Company, joins the Social Pros Podcast to share his tips for becoming an influential leader that turns a team of followers into impactful leaders.

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Salesforce Marketing Cloud (The Future of Ads: bit.ly/salesforceads)
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Tonia Coletta, Senior Manager of Digital Marketing for Molson Coors Canada, joins to the Social Pros Podcast to share her winning approach to the fine art of balancing brands, audiences, and messaging across social.

Special thanks to our sponsors:

Salesforce Marketing Cloud (The Future of Ads: bit.ly/salesforceads)
Emma (Your Brain on Email: 11 Designs People Can’t Resist: bit.ly/emailbrain)

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Carla Meyer, Global Digital Advertising and Social Media Manager at Garmin, joins the Social Pros Podcast to discuss how integrating creative into strategy design makes for a flexible, impactful, and relevant brand.

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Salesforce Marketing Cloud (The Future of Ads: bit.ly/salesforceads)
Emma (Your Brain on Email: 11 Designs People Can’t Resist: bit.ly/emailbrain)

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Jared Schultheis, Executive Director of Digital Care at Comcast, joins the Social Pros Podcast to discuss how a Fortune 500 global telecommunications heavyweight utilizes social care to respond to hundreds of customers in real-time.

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Salesforce’s Joel Book, Senior Director of Digital Marketing Insight, and Heike Young, Content Innovation Lead, join the Social Pros Podcast to discuss podcasting’s vital and accessible role in social content distribution.

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Devon Eyer, Strategic Engagement and Advocacy Leader at Johnson & Johnson, joins the Social Pros Podcast to discuss how a well-organized and supported employee advocacy program through social can have a measurable impact on a global brand.

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Salesforce Marketing Cloud (The Future of Research: bit.ly/salesforceads)
Emma (Your Brain on Email: 11 Designs People Can’t Resist: bit.ly/emailbrain)
[...]

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Amy Schmittauer, Author and Video Marketing Consultant, joins the Social Pros Podcast to share how and why you can position video content (both live and produced) to maximize engagement and brand awareness.

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Salesforce Marketing Cloud (The Future of Research: bit.ly/salesforceads)
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Grant Crowell, Social Media Marketing Manager at Lulu, joins the Social Pros Podcast to share his experience with ADHD and how he has translated that to success in social marketing through social thinking.

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Salesforce Marketing Cloud (Advertising Studio: bit.ly/AdvertisingStudio)
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Rohit Bhargava, Founder of Influential Marketing Group, bestselling author, and keynote speaker, joins the Social Pros Podcast to discuss the art, science, and impact of trend spotting and idea curation.

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Monica Ballesteros, Social Media Manager of the Enterprise Marketing Hub at Arizona State University, joins the Social Pros Podcast to discuss maintaining brand cohesiveness and a high level of social customer care across hundreds of social accounts.

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Melody Martin, Social Community Coordinator for David Weekley Homes, joins the Social Pros Podcast to discuss how keeping social simple creates sales for a high quality product.

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Social Pros hosts Jay Baer, President of Convince and Convert, and Adam Brown, Executive Strategist at Salesforce, discuss their favorite episodes of 2016 and the five major takeaways from the year in social media.

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Park Howell, Founder of The Business of Story, joins the Social Pros Podcast to discuss using storytelling to cut through the technological clutter and make your content truly king.

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Chris Sedlak, Public Relations and Social Media Manager for PwC, joins the Social Pros Podcast to discuss how the right personal branding on social can jumpstart your career, cultivate prospects, and turn customers into advocates.

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Jason Spencer, Social Media Community Manager at Humana, joins the Social Pros Podcast to discuss engaging nontraditional, uniquely qualified audiences by crafting a successful employee social advocacy program.

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Salesforce Marketing Cloud (Advertising Studio: bit.ly/AdvertisingStudio)
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Peter Friedman, CEO of LiveWorld, joins the Social Pros Podcast to discuss the future of social media marketing and how it will all ultimately be replaced by messaging apps.

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Mike Stelzner, Founder of Social Media Examiner, joins the Social Pros Podcast to discuss the changing Twitter algorithm, the death of evergreen content, and why you should only tweet content once.

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Nick Gilham, Senior Manager of Social Media at LensCrafters, joins the Social Pros Podcast to discuss how social is expanding their consumer base while reengaging customers between purchases.

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Nathan Rose, Director at Assemble Advisory, joins the Social Pros Podcast to share valuable insight into the world of equity crowdfunding and how it is reshaping the use of social for startups.

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Rick Wion, Senior Director of Consumer Engagement at The Kellogg Company, joins the Social Pros Podcast to discuss the power of corporate channels that focus on the bigger picture.

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Andrew Spoeth, Director of Digital Marketing at CA Technologies, joins the Social Pros Podcast to share how a simple framework for social strategy can drive lead generation and sales opportunities.

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Joe Pulizzi, Founder of Content Marketing Institute, joins the Social Pros Podcast to discuss the inextricable and profitable relationship between content and social.

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Ian Cleary, Founder of RazorSocial, joins the Social Pros Podcast to share his PRISM secret to building a profitable presence using the tools of social media and content marketing.

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Patrick O’Keefe, Founder and Owner of iFroggy Network, joins the Social Pros Podcast to discuss the importance of community in attracting and keeping passionate, high-value customers.

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Gini Dietrich, CEO of Arment Dietrich, joins the Social Pros Podcast to discuss how her successful PESO integration model converts leads into sales through social.

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[...]

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Bruce Turkel, CEO of Turkel Brands, joins the Social Pros Podcast to discuss the “all about them” phenomenon and why social marketing is no longer about your client.

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Rev Ciancio, Director of Marketing for Schweid & Sons, joins the Social Pros Podcast to discuss how his B2B2C niche company sets itself apart from the competition through social media utility smarketing.

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Josh Bernoff, Chief Troublemaker at Without Bullshit, joins the Social Pros Podcast to share his approach to boosting your social marketing by cutting the crap from your writing.

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Doug Busk, Global Group Director of Digital Communications & Social Media at The Coca-Cola Company, joins the Social Pros Podcast to share how a century old, globally recognized brand stays relevant through digital storytelling and social sharing.

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Adrian Parker, VP of Digital Marketing at the Patron Spirits Company, joins the Social Pros Podcast to discuss how a global brand with 70% market share pushes growth through digital storytelling and social.

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Alaina Maloney, Social Communications Manager for Intuit’s TurboTax, joins the Social Pros Podcast to discuss how a seasonal product can drive business year-round through social.

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Sebastian Quinn, Director of Digital Marketing at Hard Rock International, joins the Social Pros Podcast to share how he uses social to communicate an authentic rock experience consistently across 200 properties, 400 social accounts, and 69 countries.

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Sally Hogshead, Hall of Fame Speaker and CEO of How to Fascinate, joins the Social Pros Podcast to discuss how the art of fascination can revolutionize and energize your brand.

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Nick Cicero, Founder and CEO of Delmondo, joins the Social Pros Podcast to discuss the opportunities for brands and companies to dominate social through Snapchat and Facebook Live.

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Jarrod Lyman, Communications Specialist for Clackamas County Tourism and Cultural Affairs, joins the Social Pros Podcast to share his engaging approach to destination marketing through social and how Bigfoot’s perfect date drives conversions.

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Jen Forrest, Director of Social Media at DEG Digital, joins the Social Pros Podcast to discuss agency-side social, building trust with clients, and being channel-agnostic.

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Jonah Berger, bestselling author and Marketing Professor at The Wharton School, joins the Social Pros Podcast to discuss harnessing the power of influence to capture your audience’s attention and loyalty.

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Katrina Maddox, Digital Marketing Manager for the Grand Ole Opry, joins the Social Pros Podcast to share how a 90-year-old country music radio show successfully stays relevant through smart use of social and audience awareness.

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Kari Embree, Social Media Community Manager for Green Flash Brewing Company, joins the Social Pros Podcast to share how a local brewery goes national while keeping connected to their dedicated community through social.

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Scott Harrison, Founder and CEO of charity: water, joins the Social Pros Podcast to discuss how compelling visuals, strong storytelling, social branding, and a passion for water saves lives.

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Michelle Dziuban, Social Media Manager at Cision, joins the Social Pros Podcast to discuss how embracing Facebook live video has amplified their reach and helped them connect with customers on a deeper level.

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Amy Lamparske, Head of Global Social Media at 3M, joins the Social Pros Podcast to share how their data-driven approach to social has amplified and extended their impact online.

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Susan Etlinger, Industry Analyst for Altimeter Group, joins the Social Pros Podcast live at Salesforce Connections 2016 to discuss the power, utility, and pitfalls of big data.

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Martin Jones, Senior Marketing Manager for Cox Communications, joins the Social Pros Podcast to discuss the evolution of their social presence and why actionable content is more important than one million likes on Facebook.

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Randy Frisch, Co-Founder of Uberflip, and Chris Moody, Director of Content & Social Marketing at Oracle Marketing Cloud, join the Social Pros Podcast to discuss the importance of quality content and smart placement in social media.

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Lori Marino, Senior Manager for Digital & Social Media at Raytheon, joins the Social Pros Podcast to share how she strategically incorporates social media to help keep America safe.

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Gary Vaynerchuk, CEO of VaynerMedia, joins the Social Pros Podcast to discuss social media land-grabbing, the importance of the long game, and why you can never have too much attention.

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Carlos Gil, Head of Global Social Media Marketing for BMC Software, joins the Social Pros Podcast to discuss his full endorsement of Snapchat as a social tool for B2B and B2C businesses.

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Erik Fisher, Community Manager for Social Media Examiner, joins the Social Pros Podcast to share his approach to managing social for the world’s largest social media marketing conference.

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Eric Swayne, Senior Director of Fan Engagement at FUNimation, joins the Social Pros Podcast to explain how their social team engages, cultivates, and supports a global fan base.

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Tamara Gaffney, Principal Analyst for Adobe Digital Index, joins the Social Pros Podcast to discuss their extremely accurate social landscape forecaster that is helping shape the industry.

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Dan Moriarty, Director of Digital Strategy and Activation for the Hyatt Hotels Corporation, joins the Social Pros Podcast to share his approach to cohesively yet uniquely managing a global brand’s social across different platforms.

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Lee Aase, Director of the Mayo Clinic Social Media Network, joins the Social Pros Podcast to share his successful approach to maximizing one-to-one customer journeys across all social touchpoints, both internal and external, in a strictly regulated industry.

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Dave Kerpen, CEO of Likeable Local, joins the Social Pros Podcast to discuss his new book “The Art of People” and how proper listening can make you a better person, partner, and social pro.

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Jay Baer, President of Convince & Convert, joins his own Social Pros Podcast to discuss “Hug Your Haters” and why 80 percent of businesses think they are delivering great customer service but only 8 percent of those customers agree.

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Heidi Sullivan and Todd Cameron, Senior VP at Cision and Head of Content and Strategy at TapInfluence respectively, join the Social Pros Podcast to discuss their brand new Influence Pros Podcast and how influencers are causing a marketing paradigm shift.

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Kandi Steiner, Senior Social Media Specialist for Publix Super Markets, joins the Social Pros Podcast to reveal how a chain of 1,100 stores maintains close relationships with all their customers through social.

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Matt See, Director of Social Media and Games at HSN, joins the Social Pros Podcast to share his path to social authenticity which begins and ends with the individual customer.

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Lindsay Listanski, Senior Manager of Media Engagement for Coldwell Banker, joins the Social Pros Podcast to share her approach to using social video and how it can motivate a business team of 80,000 to success.

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Neil Tolbert, Digital Marketing Manager for Mack Trucks, joins Social Pros to discuss the B2B advantage for using marketing automation to capture leads, drive sales, and enrich client relationships.

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Jonathan Wichmann, Co-Founder of Orca Social, joins Social Pros to share his expertise and key insights on creating a successful B2B social presence.

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Susan Baier and Drew McLellan, Founders of Audience Audit Inc. and Agency Management Institute respectively, join Jay and Adam on Social Pros to discuss the surprising reasons why companies give agencies their walking papers and what that means for the evolution of advertising.

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Kevin Berk, Founder and CEO of ServiceGuru and Social Media Manager of 4+-star fast casual chain Pita Jungle, joins Social Pros to chat up the untapped power of truly great customer service.

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Chris Ducker, Founder and Virtual CEO of Live2Sell Group, joins Social Pros to discuss how Periscope is changing the game of content creation by embracing and promoting the unadulterated world of live-streaming video.

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Andy Crestodina, Co-Founder and Strategic Director of Orbit Media Studios, joins Social Pros to share his data-driven successful approach to blogging and thoughts on the future of digital storytelling.

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Daniel Lemin, Author and Senior Strategist for Convince & Convert, joins Social Pros to share some of the wisdom from his newly released book “Manipurated,” a manifesto for business owners struggling against an online ratings and reviews industry that is holding their businesses hostage through manipulative practices.

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David Meerman Scott, Marketing and Sales Strategist for Freshspot Marketing, joins the Social Pros Podcast to discuss the latest edition of his bestselling book, “The New Rules of Social Marketing and PR,” newsjacking, and the unification of sales and PR/marketing.

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Glenda Vaquerano, Public Relations & Social Media Manager for Sexy Hair Concepts, joins the Social Pros Podcast to discuss the social evolution of her brand from a direct sales mentality to education and inspiration for all.

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Ricky Cadden, Social and Digital Content Manager for TripCase, joins the Social Pros Podcast to discuss the power of search engine optimization, targeted social, and internal resource management. Special thanks to our sponsors: * Salesforce Marketing Cloud (#Winning at Social, 4 Steps to Enhance Your Social Media Strategy: http://www.convinceandconvert.com/27) * Formstack (Testing Your Way to a High-Converting Form http://www.convinceandconvert.com/32) * Affinio (Psychographic insights + segmentation for digital strategists: http://convinceandconvert.com/9) * Cision (2015 Global Social Journalism Study:

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Caitlin Angeloff, Head of Global Strategy and Operations at DocuSign, joins the Social Pros Podcast to discuss leveraging social media engagement at every stage of the sales cycle to move audiences from spectators to customers.

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Carmen Collins, professional social media enthusiast for Cisco, shares her successful approach to utilizing social media as a tool for high-level recruitment and employee retention.

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David Horsager, business strategist and best-selling author of “The Trust Edge,” provides concrete steps to increase productivity and deepen relationships while maintaining peak creativity.

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Karianne Stinson, a third-generation travel agent that has become the social voice for Priceline.com, shares her secret of successfully using Instagram to re-imagine Priceline’s relationship with their community while quadrupling their followers.

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Jeffrey Hayzlett, global business celebrity and Chairman of C-Suite Network, joins the Social Pros Podcast to share his successful approach to corporate level social media community building and how cleaning bathrooms can lead to winning at social.

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Brittany Metz, Community Manager for Blab, discusses the unexpected birthplace and evolution of a wildly successful social media platform that embraces unscripted public interactions with your community.

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Scott Stratten, President of UnMarketing, joins the Social Pros Podcast this week to discuss the balance of quality and quantity in content marketing, as well as the ways he uses platforms like Twitter, Facebook, Periscope, and podcast channels to make his business work. Special thanks to our sponsors: * Salesforce Marketing Cloud (The Business Leader’s Guide to Becoming a Social Business: http://www.convinceandconvert.com/20) * Formstack (Using Web Forms to Build a Killer Content Marketing Strategy: http://www.convinceandconvert.com/11) * Affinio (Psychographic insights + segmentation for digital strategists: http://convinceandconvert.com/9) * Cision (2015 Global Social Jo [...]

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Kriti Kapoor, Global Director of Social Customer Care at HP Inc., joins the Social Pros Podcast to discuss the myriad ways customer service has had to adapt to social media, which platforms are best for solving which types of problems, and why it’s so important to embrace global social customer service.

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Jo Boundy, Head of Digital and Entertainment, joins the Social Pros Podcast this week to discuss employee advocacy on social media and the shift toward lo-fi content quality as marketing is expected to be more authentic and human than ever before. Special thanks to our sponsors:

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Richard Margetic, Former Director of Global Business at Intuit, joins the Social Pros Podcast this week to discuss social media’s role at different stages of the sales funnel and throughout every department of an organization.

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Michael Port, Owner of Book Yourself Solid, joins the Social Pros Podcast this week to discuss the key elements of stellar performances, whether they are speeches onstage or presentations offstage.

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Gabriel Weinberg, CEO & Founder of DuckDuckGo, joins the Social Pros Podcast this week to discuss the 19 ways your startup can get traction with your marketing, outlined in his co-authored book “Traction.”

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Chris Ebbeler, Senior Manager of Workplace Community at Brinker International, joins the Social Pros Podcast this week to discuss how to use social media to engage current and potential employees and how to collaborate between HR and marketing teams to promote your brand internally and externally.

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Jason Keath, Founder & CEO of Social Fresh, joins the Social Pros Podcast this week to discuss the community-building importance of Facebook groups, the untapped world of social media ads, and the low-tech ways social media experts are finding success.
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Ryan Lauder, Director of Digital Strategy at TaylorMade-adidas Golf Company, joins the Social Pros Podcast this week to discuss the strategy and workflow behind sports social media on a large scale for multiple brands with sponsored athletes.

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Ryan Garcia, Legal Director at Dell and Adjunct Professor for the School of Law at the University of Texas at Austin, joins the Social Pros Podcast this week to discuss the legal issues brought up by social media—not just in marketing, but also in sales, employment, support, and customer relations.

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Jim Fields, VP of Customer Experience Marketing at SAP, joins the Social Pros Podcast this week, along with Nick Robinson, Digital Strategist at SAP, to discuss the ins and outs of social selling and the challenges and incredible benefits of employee advocacy.
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Adam Brown, Executive Strategist at Salesforce Marketing Cloud, joins the Social Pros Podcast this week to discuss trends in visual content and the convergence of content and social marketing. We bid farewell to long-time Social Pros co-host Jeff Rohrs this week and look forward to Adam jumping in next week.

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Joe Pulizzi, Founder of Content Marketing Institute, joins the Social Pros Podcast this week to discuss his thinking behind giving away content, the 6 steps to reach multi-million dollar status, and the importance of creating channel strategies for each social media channel rather than posting the same content across channels.

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Brian Fanzo, Chief Digital Strategist at BroadSuite, joins the Social Pros Podcast this week to discuss the pros and cons of live streaming in terms of branding and copyright legality. He also give us his take on Periscope vs. Meerkat.
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Steve Rayson, Director at BuzzSumo, joins the Social Pros Podcast this week to discuss how different types of content resonate with different audiences, where visual content is headed, and how important influencers are to building your brand.
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Mac Mahaffee, Director of Digital Marketing at WKYC, joins the Social Pros Podcast this week to discuss second-screen engagement opportunities for television stations, the shift to mobile and what it means for TV, and the success of WKYC’s Super Bowl app promotional campaign.

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Mari Smith, CEO of Mari Smith International, Inc. and author of “The New Relationship Marketing,” joins the Social Pros Podcast this week to discuss the growing importance of video in social media, Facebook’s need to better educate its users, and the evolution of communication in the digital world.

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This BONUS episode of the Social Pros Podcast is brought to you by the good folks over at the Content Pros Podcast. Enjoy!
Rachel Truair, Chief of Staff at PetRelocation.com, stops by the Content Pros Podcast today with PetRelocation’s Content Marketing Specialist, Caitlin Moore, to discuss the [...]

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Eric Haftel, Social Media Marketing Manager at Jackson Hewitt Tax Service, joins the Social Pros Podcast this week to discuss customer expectations surrounding the immediacy of social media and the importance of an internal communication system between social media and other customer support teams.
Read the highlights: http://www.convinceandconvert.com/podcast [...]

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This BONUS episode of the Social Pros Podcast is brought to you from the Convince & Convert Podcast. Enjoy!
Companies used to own social community. Then, they embraced social sharecropping and engagement with customers in leased social communities (like Facebook). It’s time to own again says Jay Baer. Read the post on the Convince & [...]

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Blake Cahill, Global Head of Digital and Social Marketing at Philips, joins the Social Pros Podcast this week to discuss the different challenges of marketing across B2B, B2C, and B2G, as well as the differences in consumer behavior and social media engagement around the world.
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Mason Nelder, Director of Consumer Insights at Verizon, joins the Social Pros Podcast this week to discuss [...]

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Joel Comm, co-author of “twitter power 3.0” and CEO of

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Steve Brown, Marketing Manager at CLYW, a high-end return top company, joins the Social Pros Podcast this week along with Chris Mikulin, CLYW’s Owner, to discuss high-end products on social media, the boosted reach of utilizing influencers, and the loyalty developed from one-on-one Snapchat engagement.

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Jon Steiert, Social Media Manager & PR Specialist at Pet360, Inc., joins the Social Pros Podcast this week to discuss social as a way to [...]

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Dorie Clark, author of “Reinventing You” and her latest book, “Stand Out,” joins the Social Pros Podcast today to discuss standing out in a sea of freelancers by cultivating a following around your unique expertise and experience.
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Karlijn Vogel-Meijer, Manager Social Media at KLM, joins the Social Pros Podcast this week to discuss the value of a social customer support team and the necessity of learning from your mistakes in social media.

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Jim Belosic, CEO & Co-Founder of ShortStack, joins the Social Pros Podcast this week to discuss putting the customer’s success first, scaling your business with technology, and how it all comes back to pancakes.

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Natanya Anderson, Global Director of Social Media, CRM, and Customer Service at Whole Foods, joins the Social Pros Podcast this week to discuss the customer as a business stakeholder, the importance of enabling instead of governing, and the future of connectivity in the digital world.
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Killian Hagen, Content Marketing Associate at uShip, join the Social Pros Podcast this week, along with Dean Jutilla, Vice President, Marketing Communications at uShip. Killian and Dean discuss the challenges of marketing for a C2C company, a party recruitment strategy, and the advantages of a reality TV show connection.

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Duane Bates, Senior Director of Digital Communications at Habitat for Humanity, joins the Social Pros Podcast this week to discuss the engagement encouraged by visual images in social media, the importance of a solid web team, and the incredible power of social media volunteers on a global scale.
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Mike Stelzner, CEO and Founder of Social Media Examiner, author of Launch, and host of Social Media Marketing podcast, joins the Social Pros Podcast for the second time to discuss the strategies behind his success and what he learned from the mistake [...]

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Brian Fanzo, Partner and Chief Digital Strategist at BroadSuite, joins the

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Tony Saucier, Director of Social Media at Life Time Fitness, joins the Social Pros Podcast this week to discuss unplanned social content, measuring success in social, and the value of local and national social media channels.
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Rory Vaden, Co-Founder of Southwestern Consulting, joins the Social Pros Podcast this week to discuss his revolutionary ideas about time management and its importance for social media experts.
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Viveka von Rosen, CEO of Linked Into Business, joins the Social Pros Podcast this week to discuss the LinkedIn Publisher Platform, optimizing company pages, and future changes at LinkedIn.

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Laurie Meacham, Leader of the Social Media and Customer Commitment Team at JetBlue Airways, joins the Social Pros Podcast this week to discuss the pros and cons of a remote team as well as the importance of passion in customer support and curiosity in social media.
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Adam Buchanan, Social Media Manager at Cabela’s, joins the first 2015 episode of the Social Pros Podcast to discuss the value of customer and employee involvement in social media content, symbiotic partnerships with like-minded businesses, and the importance of experiential learning in social media.
Read the highlights: http://www.convinceandconvert.com/social-pros-podcast/how-cabelas-uses-social-to-turn-customers-into-friends

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Julie Hopkins, Research Director at Gartner, joins the Social Pros Podcast for the last podcast of 2014 to discuss the growth of and competition for budget in digital marketing, the rise of the generalist, and the incredible shift in customer expectations in social media.
Read the highlights: http://www.convinceandconvert.com/social-pros-podcast/the-coming-convergence-of-social-media-and-customer-experience

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Bari Mogil, Senior Interactive Marketing Specialist for Corcoran Group, joins the Social Pros Podcast this week to discuss the importance of providing value to your audience, nurturing relationships for the long-term, and bringing your whole brand strategy to life on social media.

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Rob Zaleski, Marketing Manager for MarketingProfs, joins the Social Pros Podcast this week to discuss his priorities in his new position at the company, the nuances of running marketing for a company that targets marketers, and how he manages the many digital presences of the brand.

Read the highlights: http://www.convinceandconvert.com/social-pros-podcast/how-pinterest-and-google-plus-can-work-for-b2b-social-media/

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Guy Kawasaki, Chief Evangelist at Canva and author, joins the Social Pros Podcast this week along with Peg Fitzpatrick, Head of Social Strategy at Canva and author, to discuss optimizing your social media profile, how to get your content shared over and over, and the many tidbits of information they share in their new book: The Art of Social Media: Power Tips for Power Users.

Read the highlights: http://www.convinceandconvert.com/social-pros-podcast/does-your-content-pass-the-resharing-test/

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Matt Gentile, Director of Social Media at Century 21, joins the Social Pros Podcast this week to discuss how his team helps support more than 103,000 agents and their businesses, driving engagement with Century 21’s customers worldwide, and how to maintain a nimble team in order to take advantage of real-time marketing opportunities.

Read the highlights: http://www.convinceandconvert.com/social-pros-podcast/how-century-21-creates-award-winning-real-time-social-media/

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Jon Loomer, Owner of Jon Loomer Digital, joins the Social Pros Podcast this week to discuss his expertise in the ever-changing world of Facebook ads, the different options for paid media on Facebook, and the specifics of the advanced techniques he uses to create successful Facebook advertising campaigns.

Read the highlights: http://www.convinceandconvert.com/social-pros-podcast/what-you-probably-dont-know-about-advanced-facebooks-ads/

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Jeramie McPeek, Vice President of Digital at the Phoenix Suns, joins the Social Pros Podcast this week to discuss the structure of his social media team, the evolution of digital marketing over the past 20 years, and how to deal with negativity in social media when your brand is really struggling.

Read the highlights: http://www.convinceandconvert.com/social-pros-podcast/advanced-social-media-lessons-from-the-best-in-the-nba/

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Dave Murray, Social Media Manager at Blue Cross Blue Shield of Michigan, joins the Social Pros Podcast this week to discuss integrating social media marketing with traditional marketing, how his team manages content for 19 different social media channels, and personalizing what can otherwise be a monolithic or unknowable company.

Read the highlights: http://www.convinceandconvert.com/social-pros-podcast/how-to-manage-19-social-media-channels/

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John Jantsch, Founder of Duct Tape Marketing, joins the Social Pros Podcast this week to discuss how to get involved in the customer’s journey earlier, navigating the tricky parts of managing a large sales force on social media, and his newest book Duct Tape Selling: Think Like a Marketer — Sell Like a Superstar.

Read the highlights: http://www.convinceandconvert.com/social-pros-podcast/do-salespeople-make-the-best-social-advocates/

Duct Tape Selling: Think Like a Marketer-Sell Like a Superstar

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Derek Schoen, Director of Interactive Marketing at ARIA Las Vegas, joins the Social Pros Podcast this week to discuss staying connected with guests throughout the life of their stay, unifying a marketing message across all channels, and really using customer feedback to better their product.

Read the highlights: http://www.convinceandconvert.com/social-pros-podcast/what-happens-in-vegas-stays-in-social-media/

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Shannon Otto, Social Media Manager of Clinique, joins the Social Pros Podcast this week to discuss how her team manages content for their global presence across markets, the statistics and measurements of a multi-national brand, and the ever-rising presence of social commerce.

Read the highlights: http://www.convinceandconvert.com/social-pros-podcast/managing-a-facebook-page-with-7-million-fans/

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Scott Stratten, President of UnMarketing, joins the Social Pros Podcast this week to discuss his new book UnSelling: The New Customer Experience

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Mark Schaefer, Executive Director of Schaefer Marketing Solutions and faculty member at Rutgers University, joins the Social Pros Podcast this week to discuss the increasing complexity of the internet, the future of social media in the larger scheme of the marketing world, and Twitter’s latest attempt to gain users. Read the highlights: http://www.convinceandconvert.com/social-pros-podcast/is-twitter-about-to-make-a-huge-mistake/

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Ann Handley, Chief Content Officer at MarketingProfs, joins the Social Pros Podcast this week to discuss the essentials of writing in the visual media marketing world, key points of wisdom from her new book Everybody Writes, and the fact that honing your writing skills will make you a stronger digital marketer.

Read the highlights: http://www.convinceandconvert.com/social-pros-podcast/is-writing-still-the-most-important-social-skill/

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Gabriel Weinberg, Founder of DuckDuckGo, joins the Social Pros Podcast this week to discuss the importance of experimentation for startups, the main lessons from his upcoming book Traction: A Startup Guide to Getting Customers, and how skepticism is a necessary tool for every social pro.

Read the highlights: http://www.convinceandconvert.com/social-pros-podcast/does-your-personal-brand-help-your-employer/

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Marji J. Sherman, Social Media Strategist at Kohler

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Jenny Barnett Rohrs, Founder of Craft Test Dummies

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Jay Cooney, E-Commerce Social Media Manager at Omni Hotels & Resorts

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Siobhan Fitzpatrick, Director of Multi Channel at Homebase, joins the Social Pros Podcast this week to discuss integrating new marketing techniques into the traditional sales funnel, working with third parties to share great content, and how to unlock the knowledge that’s inherent in her team members.

Read the highlights: http://www.convinceandconvert.com/social-pros-podcast/how-to-integrate-social-media-in-a-true-omni-channel-program/

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W. Ryan Dodge, Social Media Coordinator at the Royal Ontario Museum

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Dan Gingiss, Director of Digital Customer Experience & Social Media at Discover

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Bob Knorpp, Host of the Beancast Marketing Podcast and President of The Cool Beans Group [...]

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Nick Cicero, Director of Client Strategy at Expion

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Josh Bernoff, Senior Vice President of Idea Development at Forrester

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Dana From, Social Media Marketing Manager at Sprouts Farmers Market

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Adam Singer, Analytics Advocate at Google, joins the

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Peter Shankman - entrepreneur, author, and consultant - joins the Social Pros Podcast this week to discuss the essentials of social media customer service, including managing social media presence, balancing marketing and customer service, and empowering employees to make a [...]

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Paul Matson, Head of Content & Social Media at Groupon

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Michael Toner, Social Media Manager at Navy Federal Credit Union, joins the Social Pros Podcast this week to discuss focusing on culture to perfect social media strategy, how he puts content first and foremost in his engagement with customers, and his plan to harness the power of internal brand ambassadors.

Read the highlights: http://www.convinceandconvert.com/?p=18371

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Chad Mitchell, Senior Director of Digital Communications for Walmart, joins the Social Pros Podcast this week to discuss his social team’s changing structure, managing the reputation of a company that operates on so many levels, and staying authentic with a global brand.

http://www.convinceandconvert.com/?p=18290

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Peg Fitzpatrick, Head of Social Strategy at Canva and Managing Partner of 12 Most, joins the Social Pros Podcast this week to discuss building a brand’s online presence from the ground up, the on-going importance of Pinterest, and how Canva can help brands revolutionize their visual presence online.

http://www.convinceandconvert.com/social-pros-podcast/why-canva-is-taking-over-visual-social-media/

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Nick Robinson, Digital Strategist at SAP

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Martin Shervington, Founder and Community Manager of Plus Your Business

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John Mark Troyer, Director and Social Media Evangelist for VMware, joins the Social Pros Podcast this week to discuss the origins of the community surrounding VMware, the tools his team has built to allow that community to change over time, and how they encourage influencers to remain active advocates of the brand.

http://www.convinceandconvert.com/social-pros-podcast/how-to-create-a-thriving-b2b-advocacy-community/

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Jessica Gioglio, Social Media Strategist for Dunkin Donuts, and Ekaterina Walter, Co-founder and CMO of Branderati, join the Social Pros Podcast this week to discuss their new book The Power of Visual Storytelling: How to Use Visuals, Videos, and Social Media to Market Your Brand.

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Bob Pfeifer, Creator of BringJerryHome.com, joins the

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Mike McCamon, Chief Community Officer at Water.org

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Brian Clark, Founder of Copyblogger

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Erica Campbell Byrum, Director of Social Media at Homes.com

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Becky Carroll, Director of Social Media Strategy at PwC Consulting, joins the Social Pros Podcast this week to discuss the impact of trust (or lack of trust) on consumer behavior, how social can improve a customer’s experience of a brand, and social media’s newest maturity level.

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Greg Hounslow, Emerging Media Advisor at WestJet, joins the Social Pros Podcast this week to discuss fostering a sense of community with social media amongst guests, how social media can enhance customer relations, and the value of giving customers a pleasant surprise every once in a while (and the measurable ROI there).

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David King, Founder and Director at Ethical Wiki, joins the

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Susan Beebe, Manager of Social Media and Online Communities atTyson Foods

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Amrita Sahasrabudhe, Director of Marketing at ARAMARK Parks and Destinations

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Adrian Parker, Vice President of Digital Marketing at Patron [...]

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Gregory Ng, CMO of Brooks Bell

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Lauren Salazar, Director of Social Media for Weight Watchers

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Several esteemed former guests from the show join the Social Pros Podcast this week to celebrate the 100th episode and to discuss the current landscape of social, how it has changed over the past year, and what things look like going forward.

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Elias Roman, Co-founder of Songza

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David Oliver, Chief of Police at the Brimfield Police Department in Ohio, joins the Social Pros Podcast this week to discuss the insane popularity of his [...]

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This week, we have a very special Year in Review episode of

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Gary Vaynerchuk - entrepreneur, CEO of VaynerMedia

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Kevin Hunt, Corporate Social Media Manager at General Mills

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Jason Miller, Social Content Manager at Beam Global

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Erich Marx, Director of Consumer-Facing Interactive and Digital Media at Nissan

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Paul Haskell, Social Media and Content Marketer at Omaha Steaks

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Jennifer Beechen, Digital and Integrated Marketing Director at WhiteWave Foods

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Shel Israel, co-author of the new book Age of Context: Mobile, Sensors, Data and the Future of Privacy, joins the

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James Royer, Director of Digital and Social for the Tampa Bay Lightning [...]

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Debbie Gioquindo and Keryl Pesce, co-founders of Happy Bitch Wines, join the Social Pros Podcast this week to discuss the powerful story behind their brand’s origins, the crowdsourcing approach that helped their business bloom, and some wacky giveaways that have earned them some well-deserved attention.

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Jamie van der Molen, Community Manager at Dairy Management Inc.

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Dan Moyle, inbound marketing evangelist at Amerifirst, joins the

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Matt Ridings, CEO ofSideraWorks, joins the Social Pros Podcast this week to discuss the differences between social media and social business, why internal social culture is important, and how he went from a technologist to a social business consultant.

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Tony Clark, Digital Communications Manager for Cedar Point Amusement Park, joins the Social Pros Podcast this week to discuss handling many followers and creating content with a small team, dealing with thousands of guests armed with mobile devices at all times, and using social to manage expectations for visitors.

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Frank Eliason, author of the new book At Your Service and Director of Global Social Media for Citi, joins the Social Pros Podcast this week to discuss crafting a cohesive social strategy for a global corporation, relying on the instincts of his team, and listening smarter.

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Janice Person, Social Media Director for Monsanto, joins theSocial Pros Podcast this week to discuss dealing with controversy on social media, respecting transparency, and proactive versus reactive social media strategies.

Please Support Our Sponsors Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn’t do it without their help! This week:

From ExactTarget, 20 winning emai [...]

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Brad Walters, Director of Social Media and Emerging Platforms for Lowe’s Home Improvement, joins the Social Pros Podcast this week to discuss starting the conversation rather than letting the customer start it, tailoring content and strategies to individual platforms, and delivering consistently helpful content across all social platforms.

Please Support Our Sponsors Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn’t do it without their help! This week:

From ExactTarget, a case study about mobile optimization and Careerbuilder’s R [...]

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Justin Gardner, Social Media Manager at AMC Theatres, joins the Social Pros Podcast this week to discuss publicizing content without having to create it, how to balance gender-skewed social media platforms, and how his team uses their freedom to experiment to their advantage.

Please Support Our Sponsors Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn’t do it without their help! This week:

From ExactTarget, a case study about mobile [...]

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