Waves Social Podcast

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Welcome back to Big Things! This week we’re taking a deep dive into Nutter Butter’s social media strategy, celebrating human error, why college students aren’t reading, Amazon’s “Red Zone” (NHL’s Version) and how Snapchat thinks it’s the antidote to everything.

More from Lia:

ICYMI Newsletter - https://liahaberman.substack.com/
LinkedIn - https://www.linkedin.com/in/liahaberman/
Twitter - https://twitter.com/liahaberman
Instagram - https://www.instagram.com/liahaberman/

Show Notes:

02:30 - Lia Haberman’s career story (including the time she walked Casey Neistat down the red carpet) and what she’s working on now.
05:00 - How Lia sets an annual goal with her newsletter, ICYMI.
12:00 - Why are more people turning to email?
20:30 - How ICYMI went from a student request to a major engine in Lia’s brand.
23:00 - How Lia grew her newsletter.
24:20 - The unexpected benefits that came from running a newsletter.
26:10 - Should a creator start a newsletter?
29:00 - How can you pivot from creating video to written content?
34:00 - What brands get wrong with newsletters.
37:20 - Lia’s prediction for the creator economy.
41:40 - Who is making waves right now and why?

Mentioned in this episode:

Substack: https://substack.com/
Link In Bio newsletter: https://milkkarten.substack.com/
Geekout newsletter: https://geekout.mattnavarra.com/
Marine Layer: https://www.marinelayer.com/

Waves with Mike (@mmmiiike) and Mitzi (@mmmitzi).

For more from Arcade, follow us on Instagram and TikTok @helloarcade. https://www.arcadearcade.ca/

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This episode is sponsored by ilovecreatives. Learn more about ilovecreatives' graphic design course, here: https://ilovecreatives.com/graphic-design-course ****

Five years ago, we joined forces to start Arcade – our answer to the industry’s saturation of generalist marketing agencies. Using a digital first approach, we took on ecommerce clients looking for distinct, results-driven strategic work. Since then, we’ve scaled our team to almost 20 employees, and worked with over 100 clients including GoDaddy, Tacofino, UCLA Health and John Krasinski’s Some Good News. We’ve produced 6 seasons of Waves, continue to run a weekly live podcast called Tea for Lunch, launched our newsletter, created The Studio… and we’re just getting started. In this episode, we break down what it took to make it to 5 years as a digital marketing agency, our top moments and learnings during that time, and why we focus so much on our own social media channels. We do things a bit differently around here, and wouldn’t have it any other way.

Subscribe to Arcade’s Newsletter, SCAN 👀 CLUB: https://www.arcadearcade.ca/scan-club

Show Notes:

00:39 - What we do best at Arcade.
02:22 - Why mindset mattered so much in the agency’s early days.
06:41 - Our experience working with Some Good News.
07:45 - How we handle client relations now.
09:43 - Where to get our essential Client Discovery questions.
10:15 - What is SCAN 👀 CLUB? The secret way we’ve stayed on the pulse of digital marketing.
13:28 - You need to consume content to produce content.
16:22: - Why we invest so much time in our Agency’s social media channels.
17:55 - How we’ve nurtured and developed our team.
21:16 - Our agency’s Standards.
27:28 - Favorite moments from the past 5 years.
31:40 - Have we ever felt like “we’ve made it?”
36:20 - If we had to re-do it all, what would we change?
50:30 - Where is Arcade going in the next 5 years?
55:00 - Who is making waves and why?

Mentioned in this episode:

Client Discovery questions downloadable: http://arcadearcade.ca/20-questions
Learn about SCAN 👀 CLUB: https://www.arcadearcade.ca/scan-club
ICYMI newsletter: https://liahaberman.substack.com/
Dani Anderson: https://www.danicreative.com/
Nisha Johny: https://www.instagram.com/nishajohny/?hl=en
Tim Chuisano: https://www.instagram.com/timmchiusano/?hl=en
Asim Overstands: https://www.asimoverstands.com/
Durable: https://durable.co/
Tea for Lunch: https://podcasts.apple.com/ch/podcast/tea-for-lunch/id1600923965

Waves with Mike (@mmmiiike) and Mitzi (@mmmitzi).

For more from Arcade, follow us on Instagram and TikTok @helloarcade. https://www.arcadearcade.ca/

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Back in 2008, up-and-coming artist, Valentin Ozich, started I Love Ugly out of his bedroom with zero experience in business or fashion. The brand experienced rapid growth, going from 0 to $10,000,000 in seven years. They had a flagship store in LA, Melbourne, Sydney, four flagship stores in New Zealand and a major license deal on the table in South Korea. They had seven global distributors with over 200 accounts stocking their products globally, plus an online store that was growing quickly. And then it (almost) all went away. For our season 5 finale, we sat down with Valentin Ozich to talk about his journey with I Love Ugly; the good, the bad and the, well, ugly. We talk about his journey of bouncing back from near-bankruptcy, the importance of working on yourself even more than you work on your business, and the mindset required to achieve ambitious goals and, more importantly, find happiness.

Shop Waves Social merch: https://www.wavessocialpodcast.com/merch

Show Notes:

When did Valentin get interested in art?
What kind of art drew him in?
When did Valentin move from street art styles to apparel?
How did I Love Ugly get started?
Does the name still feel reflective of the brand?
What inspired the iconic Zespy pant?
Developing a bolder mindset as a business owner.
What to do when your product gets a cult following.
How to find the right team size.
Navigating the really tough times.
Why Valentin chose to be honest and vulnerable with the I Love Ugly community.
How to handle loneliness as a business owner or entrepreneur.
Embracing the intersection where creativity and business meet.
Valentin’s health and wellness journey.
How to show up better at work.
How to plan for your problems.
What’s the best piece of advice Valentin’s received?
Who is making waves and why?

Discussed in this episode:

I Love Ugly: https://www.iloveugly.com/
I Love Ugly on Instagram: https://www.instagram.com/iloveugly/
Valentin Ozich on Instagram: https://www.instagram.com/valentinozich/
Aimé Leon Dore: https://www.aimeleondore.com/
James Clear - Atomic Habits (book)

Waves Social with Mike (@mmmiiike) and Mitzi (@mmmitzi).

For more from Arcade, follow us on Instagram and TikTok @helloarcade. https://www.arcadearcade.ca/

Smells Like Humans
Like spending time with funny friends talking about curious human behavior.
Listen on: Apple Podcasts Spotify

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Creator of her namesake intimates brand, Mary Young knew from a young age that fashion was her calling. Sure of her deep values of self-love and sustainability, Mary worked to build a brand that would stay true to these values even as it grew. For episode 57, we sat down with Mary to talk everything MARY YOUNG. We explore her business’ growth, how she engages with her community (even as platforms have evolved) and if she ever envisioned what MARY YOUNG what the brand would become. We also talk about the Self-Love Club and what it means to be a truly sustainable brand. Finally, we discuss how business owners can overcome their imposter syndrome to build powerful content platforms that engage their communities.

Shop Waves Social merch: https://www.wavessocialpodcast.com/merch

Show Notes:

Introducing today’s guests, Mary Young. Entrepreneur, speaker and self-love advocate.
What sparked Mary’s interest in the intimates market?
What Mary noticed was missing in the fashion world as far as accessibility for intimates.
How Mary got involved in the fashion industry young, starting her first company at age 14 and MARY YOUNG at 23.
Did Mary envision her business becoming what it is today?
As MARY YOUNG grew, how did Mary keep the company values central to the business?
Is sustainability being treated like a trend?
What is the Self-Love Club and who can join?
Stumbling upon organic stepping stones for your brand.
What major steps helped MARY YOUNG grow over the years?
The problems with glamorizing fast growth.
What inspired The Muses project?
We go back to the “Golden Days” of Instagram and talk about dealing with platform evolution.
How to overcome imposter syndrome when trying out new platforms.
Balancing a namesake brand and a personal life. Where does Mary set boundaries?
What’s a side of Mary that we don’t see in the brand?
If Mary could do it all over again, what would she change?
Do all business owners, and entrepreneurs, need to be content creators?
What’s one piece of advice that’s stuck with Mary.
Who is Mary seeing make waves and why?

Discussed in this episode:

MARY YOUNG: https://maryyoung.com
MARY YOUNG on Instagram & TikTok: @itsmaryyoung
Mary Young on Instagram: @yungbiscotti
Pia Baroncini: @piabaroncini

Waves Social with Mike (@mmmiiike) and Mitzi (@mmmitzi).

For more from Arcade, follow us on Instagram and TikTok @helloarcade. https://www.arcadearcade.ca/

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As the CEO and Chief Creative Office for The Craftsman Agency, Gina has worked with major entertainment brands like Disney to create buzz around new releases. For episode 56, we sit down with Gina to talk about the strategies and difficulties with marketing stories. We explore different storytelling strategies, that don’t give away the plot, and creative activations The Craftsman Agency has used to create magical moments. Gina shares how they take these strategies, typically used for TV and movies, and apply them to physical products. We also discuss if there is room for brands on new platforms, like BeReal.

Shop Waves Social merch: https://www.wavessocialpodcast.com/merch

Show Notes:

Introducing today’s guest, Gina Gianatasio Michnowicz from The Craftsman Agency.
Starting at the beginning, was Gina always creative? What sparked that passion for her?
How did Gina go from a career in HR to working as the CEO and Chief Creative Officer for The Craftsman Agency?
What kinds of clients does The Craftsman Agency work with?
What drew Gina into the media and entertainment industry?
The challenges of marketing a story. How do you not reveal too much?
Dealing with the short shelf life of social media campaigns.
How The Craftsman Agency comes up with campaigns that resonate across generations.
Getting buy-in from clients for creative activations.
Working with other agencies: establishing boundaries and understanding objectives.
How to apply storytelling to physical products.
What Gina likes to see when working with creators.
Do platforms like BeReal have space for brands?
Gina’s tips for marketers looking to work in entertainment.
The best piece of advice Gina’s been given.
Who is making waves online and why?

In this episode:

The Craftsman Agency: https://www.thecraftsmanagency.com/
Gina: https://www.linkedin.com/in/gina-gianatasio-michnowicz-987380/

Waves Social with Mike (@mmmiiike) and Mitzi (@mmmitzi).

For more from Arcade, follow us on Instagram and TikTok @helloarcade. https://www.arcadearcade.ca/

PPC Ponderings Podcast
Consider core questions about digital advertising, in an investigative journalism format.
Listen on: Apple Podcasts Spotify

How to Build a Successful Membership Business
Interviews with business owners about how to build and scale a sustainable membership.
Listen on: Apple Podcasts Spotify

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After working in design for over a decade (with many notable accomplishments), Alyssa saw a way she could take her work to the next level. She returned to school and began studying a Masters of Design in strategic foresight and innovation. As a future futurist, Alyssa researches topics around Web3, social media, the creator economy and more to help businesses stay agile, community-oriented and exciting. For episode 55, we sit down with Alyssa to talk about what a Futurist does, how trend scanning can help brands future-proof their business and if it’s possible to reverse engineer a trend. We talk about the difference between trends and fads and if it’s possible to grow on social media without following trends in this day and age. Alyssa explains the larger societal stories trends tell us and why scanning diverse content is essential. This episode gives marketers and business owners a high-level look at a skillset that can rocket their work to the next level.

Shop Waves Social merch: https://www.wavessocialpodcast.com/merch

Show Notes:

Introducing today’s guests, Alyssa Yuhas. Arcade Studio’s Creative Director and future-futurist.
What is Alyssa studying in school?
What is a “futurist” and what do they do?
How does what Alyssa is learning tie into marketing and creative work?
Is it possible to reverse engineer a trend to go viral?
What is “trend scanning?”
How can marketers without access to a futurist apply this thinking to their projects?
What trend reports does Alyssa recommend following?
What is the “Hype Cycle?”
When is it too late to jump on a trend?
With the rise of social media and micro trends, has it become easier or harder to follow trends?
Is social media actually creating trends or following fads? And what is the difference?
Is it possible to get traction online and on social media without following trends?
How do you avoid feeling intimidated by new technology? We talk Wed3, the Metaverse and more.
What brands are doing a great job trend scanning?
Is Kanye West really good at trend scanning or a trend starter?
How does all of this tie into Alyssa’s work as a Creative Director?
What is the best piece of advice Alyssa has been given?
Who is Alyssa seeing make waves and why?

Discussed in this episode:

Alyssa’s Instagram: @alyssayuhas
Alyssa’s Twitter: @alyssayuhas
Catch our last interview with Alyssa: https://podcasts.apple.com/ca/podcast/s03-s04-the-enduring-powe

End Hype with Callye Keen
Callye shares 15 years experience launching products and growing businesses.
Listen on: Apple Podcasts Spotify

PPC Ponderings Podcast
Consider core questions about digital advertising, in an investigative journalism format.
Listen on: Apple Podcasts Spotify

Reverse Engineered
Learn how to grow yourself and your business from entrepreneurs and industry experts.
Listen on: Apple Podcasts Spotify

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Entrepreneurship has always been in Marissa’s DNA. From a young age, she knew she wanted to pursue a career that felt like more than just a job. As life got busier, she needed a tool to help her stay organized but couldn’t find a planner to do the job. So, she built her own. For episode 54, we’re sitting down with Marissa to talk about her experience creating and growing STIL Classics. Marissa explains the science behind analog vs digital planning, why STIL had to pivot from social media to email marketing and how STIL keeps up with the demands of content creation. Marissa also touches on what her MS diagnosis meant for her health, business and outlook on life. She shares her advice for other entrepreneurs battling chronic pain and illness while building a business. Marissa is passionate, dedicated and a perfect reminder that if the product you want doesn’t exist, make it.

Shop Waves Social merch: https://www.wavessocialpodcast.com/merch

Show Notes:

Was Marissa always entrepreneurial?
Did her parents encourage entrepreneurship and organization?
What was it like to move to Canada as a kid?
What sparked the start of STIL Classics?
How Marissa designed a planner that was both functional and fashionable.
Digital vs analog planning: Which is better for our brains?
Common mistakes people make organizing their schedule.
Marketing a niche product: How STIL leveraged social media in the early days.
With the changing social media landscape, how has STIL adapted their social media and email marketing strategies?
All about email: flows, types of content and connecting with your community.
How does STIL incentivize email sign-ups?
What is Club STIL?
Keeping up with content as a small business.
STIL’s experience on TikTok.
Why content creation is about more than focusing on the sale.
How Marissa’s 2017 MS diagnosis changed her life and approach to business.
Advice for entrepreneurs battling chronic illness and pain while building a business.
How to find the things in life that make you happy in the hard times.
One piece of advice that’s stuck with Marissa.
Who Marissa is seeing making waves?

Discussed in this episode:

Shop STIL Classics: https://stilclassics.com/
STIL Classics on Instagram and TikTok: @stilclassics
Marissa Cristina on Instagram: @marissacristina
Arthur on Instagram: @kokonuk

Waves Social with Mike (@mmmiiike) and Mitzi (@mmmitzi).

For more from Arcade, follow us on Instagram and TikTok @helloarcade. https://www.arcadearcade.ca/

Small Business PR
Get your small business seen and valued without ads, agencies, or connections necessary.
Listen on: Apple Podcasts Spotify

The Angry Designer
A No-Bull Design Podcast that helps frustrated designers survive & thrive
Listen on: Apple Podcasts Spotify

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In April of 2022, the design-forward home scenting company, vitruvi, made a bold move that shocked their followers; they archived their entire Instagram feed, leaving up only a 3-grid with the phrase, “change is in the air.” Their followers guessed new packaging or the introduction of a brand color, but vitruvi took it a few steps further with an entire rebrand, launched in one day. The rebrand was impossible to ignore on social media, with posts from their 250+ affiliates sporting their new signature “Homebody” sweatshirt going live on the feed. A move that had been two years in the making, vitruvi saw a 50% increase in social media engagement following the launch. For episode 53, we’re sitting down with vitruvi’s Senior Brand Marketing Manager, Scout Shmygol, to dive deeper into the rebrand. Scout takes us through the process from inspiration to design and launch. We talk about vitruvi’s goals with sonic marketing, disruption in the air care space and future-proofing their business. She also lets us in on the major change they made the week of the relaunch. This episode is a perfect case study on the level of thought and care that goes into a successful ecommerce rebrand.

Shop Waves Social merch: https://www.wavessocialpodcast.com/merch

Show Notes:

How vitruvi went from a Tumblr blog to a Forbes featured business.
What was the inspiration behind vitruvi’s major rebrand?
How vitruvi leaned into what wasn’t working to future-proof their branding.
Where did the art direction for the rebrand come from?
Playing on all the senses for a holistic online brand experience.
What is sonic branding?
Why did vitruvi archive their Instagram feed before the relaunch?
How did vitruvi time their UGC content with their relaunch?
How Scout works to avoid blinders as a marketer.
What is Natural Habitat and how did vitruvi get Shay Mitchell on the cover?
What would they do differently if they could do it all again?
Translating a very polished brand to TikTok.
The best piece of advice Scout’s been given.
Who is making waves for Scout and why?

Discussed in this episode:

vitruvi: https://vitruvi.ca/
vitruvi on IG and TikTok: @vitruvi
Scout on IG and TikTok: @scoutshmygol
Aruliden: https://aruliden.com/
The Defining Decade: https://megjay.com/the-defining-decade/
Fable: https://fablehome.co/
Parade: https://yourparade.com/

Waves Social with Mike (@mmmiiike) and Mitzi (@mmmitzi).

For more from Arcade, follow us on Instagram and TikTok @helloarcade.

Global Podcast Editors
The LIVE Global Podcast Editor Chats are twice a month on YouTube. It's a rotating...
Listen on: Apple Podcasts Spotify

Small Business PR
Get your small business seen and valued without ads, agencies, or connections necessary.
Listen on: Apple Podcasts Spotify

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This week, Mike and Mitzi are in the hot seat as the Arcademy interns take over Waves Social. Nyarout Jock and Addi Ninaber, Arcade Studio's inaugural social media interns, host episode 52 for an all-out AMA with Mike and Mitzi. They ask the burning questions new grads and marketers want to know, from how to get started in the industry to tips for staying resilient in an ever-changing industry. Mike and Mitzi talk about how Arcade Studios and Waves social got started, their work backgrounds and their top tips for new marketers. Then, Nya and Addi put them to the test with a battle of the brands game. This fun episode's packed with takeaways for anyone considering a marketing, social media or design career.

Learn more about the Arcademy*: https://www.instagram.com/p/Ca5Z_smPu8W/

*We are currently not accepting intern applications at this time, but stay tuned to @helloarcade to be notified when new spots are available!

Shop Waves Social merch: https://www.wavessocialpodcast.com/merch

Show Notes:

Welcome to the Waves Social intern takeover! Meet Nya and Addi.
What’s the story behind Mitzi and Mike merging their companies to create Arcade Studios?
Where did the name “Arcade” come from?
How did the Arcademy get started?
How did Mitzi’s experience as an intern shape what the Arcademy is today?
How does the team see the Arcademy evolving in the future?
Are these the careers Mike and Mitzi envisioned growing up?
How does Arcade differ from other marketing agencies?
Would Mike and Mitzi work for Arcade if they weren’t already?
How often does the team revisit annual goals?
How has the marketing industry changed since Mike and Mitzi have been working in it? Any predictions for the future?
The importance of being resilient as a marketer.
Why Mike and Mitzi don’t look in their immediate lane for inspiration.
Is there a single piece of advice they’d give to someone looking to start a marketing agency?
Speed round! Books, go to karaoke song, who would make a better lawyer and more.
Battle of the brands.
The best piece of advice Mike and Mitzi have been given.
Who are Mike and Mitzi seeing make waves and why?

Discussed in this episode:

Nyarout Jock: @nyaroutjock
Addi Ninaber: @addibrielle
247 Laundry Service: https://247laundryservice.com/
Anomaly: https://anomaly.com/
The Win Without Pitching Manifesto: https://www.winwithoutpitching.com/the-manifesto/
Shoe Dog, by Phil Knight
The War of Art: https://stevenpressfield.com/books/the-war-of-art/

Waves Social with Mike (@mmmiiike) and Mitzi (@mmmitzi).

For more from Arcade, follow us on Instagram and TikTok @helloarcade. https://www.arcadearcade.ca/

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After spending 12 years inside the in-house social media marketing world, Mario Moreno Sears knew it was time to mix things up. Armed with his experience working with Guess?, Forever 21, L’Oréal Paris and H&M, Mario was ready to start his entrepreneurial journey. He has since started a D2C brand, We Spill the Tea, launched his own social media agency, Moonrise Social Club, and has gathered more than 160k followers across TikTok and Instagram. His passion for the ever-changing social media landscape has kept him hungry, passionate and teachable. In this episode, we sit down with Mario to discuss what led him down this path and where he sees himself going in the future. Mario shares advice for overcoming imposter syndrome, sharing what you know and making sure you’re doing what you love. A true pioneer of the social media industry, this episode shows the power a career in social media can have.

Shop Waves Social merch: https://www.wavessocialpodcast.com/merch

Show Notes:

Introducing today’s guests, Mario Moreno Sears. Social media guru, entrepreneur and educator.
Where did Mario get his start in marketing?
How Mario got Guess? onto social media.
Mario’s moves from Guess, to Forever21 and L’Oréal Paris.
Navigating the ever changing social media landscape as a marketer.
Balancing instinct and research when working in social media.
How Mario’s passion for inclusivity, diversity and inclusion has affected his roles.
How Mario got started on TikTok and what helped him grow.
Figuring out your sweet spot with content.
Does Mario think creators should niche down?
Tips for marketers who want to grow their personal brand.
What led Mario to the entrepreneurial path he is on now?
What has it been like moving from in-house marketing to operating in the agency space?
How Mario is unlearning traditional corporate strategies.
How to get your D2C brand noticed. Tips for new brands entering the space.
Where did Mario get the inspiration for his Marketing Foundations course?
How Mario is working to overcome imposter syndrome.
Who’s Mario seeing making waves and why?
Where to connect with Mario.

Discussed in this episode:

Mario on TikTok: @followmario
Mario on Instagram: @followmario
We Spill the Tea: https://wespillthetea.com/
Moonrise Social Club: https://moonrisesocialclub.com/
Marketing Foundations Course: https://moonrisesocialclub.com/products/marketing-foundations-e-learning-masterclass
Glennda Baker on TikTok: @glenndabaker

Waves Social with Mike (@mmmiiike) and Mitzi (@mmmitzi).

For more from Arcade, follow us on Instagram and TikTok @helloarcade. https://www.arcadearcade.ca/

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For episode 50 of the Waves Social podcast, we are joined by the co-founders of THE NEW SAVANT, Ingrid Nilsen and Erica Anderson. We talk about their respective journeys, from working in tech and content creation to running a D2C brand that builds one-of-a-kind olfactory experiences. Ingrid shares her decade-long journey growing her YouTube channel to over 3.5M followers and 6M across platforms, her experience interviewing President Obama and choosing to retire from content creation to explore a new path. Erica shares her experience working with MTV News, becoming one of the original Twitter employees and working at Google and Vox Media before deciding to go into business with Ingrid. True forces to be reckoned with, Ingrid and Erica show what it means to never settle for being predictable.

Shop Waves Social merch: https://www.wavessocialpodcast.com/merch

Show Notes:

Meet today’s guests, Ingrid Nilsen and Erica Anderson of The New Savant; a candle brand that’s disrupting the fragrance industry.
How did Erica and Ingrid meet?
What were their respective careers like before starting TNS? First, we dive into Ingrid’s career in content creation.
Erica’s former career in the tech world, working with companies like: MTV News, Twitter, Google, Vox Media and more.
What was it like for Ingrid to interview President Obama?
Discussing the responsibilities creators have as role models, spokespeople and members of their communities.
How TNS is working to disrupt the fragrance industry.
What does it take to do a major career pivot?
How Ingrid approached the creative process.
How TNS is driving sales through organic social content and social selling.
Elitism in the scent industry and how TNS is investing in their community’s education.
Customer retention strategies they’re trying.
What’s it like to create a fragrance?
Why did they choose to make candles over another medium?
How their unique backgrounds help them to build scents unlike any other brand.
Balancing a romantic and professional relationship.
The best pieces of advice Ingrid and Erica have been given.
Who is TNS seeing making waves online?

Discussed in this episode:

THE NEW SAVANT: https://thenewsavant.com/
THE NEW SAVANT on Instagram: @thenewsavant
Erica Anderson on Instagram: @ericaamerica
Ingrid Nilsen on Instagram: @ingridnilsen
Ingrid Nilsen on YouTube: https://www.youtube.com/c/ingridnilsen
Ingrid interviews Obama: https://www.youtube.com/watch?v=8c2Ro54Alkk
The Cripecast Podcast: https://cripescast.podbean.com/
Kackie Reviews Beauty: https://www.youtube.com/c/KackieReviewsBeauty

Shop Waves Social merch: https://www.wavessocialpodcast.com/merch

Waves Social with Mike (@mmmiiike) and Mitzi (@mmmitzi).

For more from Arcade, follow us on Instagram and TikTok @helloarcade. https://www.arcadearcade.ca/

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Welcome back to the Waves Social podcast. For episode 49, we are joined by business analyst and entrepreneur Dulma Altan. Dulma is the founder of Makelane and Startup Stork, and has over 63k followers on her “B-School for women” TikTok account. In this episode, Dulma shares her advice for D2C brands and business owners looking to build community, improve their cash flow and grow their online following. She shares her journey with her businesses and her growth on social media, advice for celebrities and influencers looking to start a brand and cautionary tales for business owners. Dulma also shares stories from her “100-day challenges,” including when she ended up in the hospital during a challenge. If you’re interested in starting a business, or are looking for advice for your existing one, this episode is packed with advice for you.

Shop Waves Social merch: https://www.wavessocialpodcast.com/merch

Show Notes:

Meet Dulma! Where her experience in the D2C space comes from, her career history and her love for social media.
How Makelane got started after she chose to close another business.
Advice on walking away from your first business. When it’s time, the two main points of resistance you’ll feel and how to move on.
What are business showers?
Talking about Dulma’s TikTok: how she got started, her “100-day challenges,” and choosing a niche.
The mission behind Dulma’s TikTok page.
How long does it take for Dulma to create one of her videos?
Tips for creating a space online that energizes you.
What are identity-based brands and how can they cultivate community?
What brands are doing a great job in the identity-based market?
Can a brand reverse engineer their values?
What is the “curse of capital?”
Talking celebrity and influencer brands.
Other revenue streams celebrities and influencers should consider.
One piece of advice that’s stuck with Dulma.
Who is Dulma seeing make waves online?

Discussed in this episode:

Dulma on TikTok and Instagram: @iamdulma
Makelane: https://www.makelane.com/
Startup Stork: https://www.startupstork.co/
Topicals: https://mytopicals.com/
We’re Not Really Strangers: https://www.werenotreallystrangers.com/
Emi Jay - https://www.emijay.com/

Waves Social with Mike (@mmmiiike) and Mitzi (@mmmitzi).

For more from Arcade, follow us on Instagram and TikTok @helloarcade. https://www.arcadearcade.ca/

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Welcome back to another solo episode of the Waves Social podcast. This time, we’re sharing the six routines and non-negotiables we live by now that we didn’t five years ago. A lot has changed since we started our business, and we’ve learned that many of our old habits weren’t going to make us successful in the long run. Over time we’ve developed these six routines that help us stay happy, healthy and creative as partners and individuals. From setting time boundaries to pursuing hobbies outside of work, these are the strategies we live and breathe by daily. We take a deep dive into what each one is, why we started to do it and what impact it has made on our lives. If you feel like you could use a reset, this episode is full of strategies you can use today to set yourself up for a better tomorrow.

Shop Waves Social merch: https://www.wavessocialpodcast.com/merch

Show Notes:

Introducing today’s topic, “6 routines and non-negotiables we follow now that we weren’t 5 years ago.”
When in life did we start to re-establish routines on our own?
How Mike’s mindset about routines has shifted since his 2016 TEDx Talk.
The burnout signs we’ve experienced.
Non-negotiable #1 - Not working evenings and weekends. Why we used to do it, why we don’t anymore and how we’ve achieved this structure.
How we’ve learned to detach ourselves from our work during downtime.
The discipline of boundaries and how we deal with “off limit” topics during downtime.
2 - Prioritizing personal health practices. How we’ve budgeted to be able to invest in our health.
3 - Taking vacations vs traveling and working. The importance of being fully on a break while you’re on vacation.
4 - Finding hobbies and passion projects to keep you motivated and avoid burnout. Why it’s important to keep some projects just for yourself.
How hobbies and side-projects keep your brain sharp and improve creativity.
5 - Physical boundaries with work. Why we love working from our office and our tips if you don’t have an office or spare room to work from.
6 - Delegate, delegate, delegate. How we learned to let go and allow our team to take over the tasks we love, but don’t have time for anymore.
How to get out of your own way.

Discussed in this episode:

Mike’s TEDx Talk: https://www.youtube.com/watch?v=NposdDXqT74

Waves Social with Mike (@mmmiiike) and Mitzi (@mmmitzi).

For more from Arcade, follow us on Instagram and TikTok @helloarcade. https://www.arcadearcade.ca/

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With 145k subscribers on YouTube, Scott Yu-Jan’s thoughtful storytelling style has undoubtedly resonated with watchers. His YouTube maker videos bring an approachable feel to the craft, inspiring audiences of all ages to test their creativity. For this episode, we sat down with Scott to talk about creativity, content creation and everything YouTube. We dive deep into the struggles of creative blocks and explore strategies to leverage the good, inspiring days. Scott takes us through his personal storytelling ‘rules,’ equipment setup and branding tips. With many practical takeaways, this episode is equal parts valuable and motivating.

Show Notes:

Introducing today’s guest, Scott Yu-Jan, and talking about the important role your community plays as a creative.
What inspired Scott to get onto YouTube and what has kept him motivated as he’s grown?
Dealing with the “cringe” you feel when watching old content.
How to find your voice, your taste and your content style.
How to take the first steps with a new project and get past creative blocks.
Was there a certain video that helped Scott get traction on his channel? What has growth on YouTube been like?
How did Scott settle on his video and storytelling style?
Scott’s storytelling rules.
How is Scott able to make complex material approachable?
What kind of storytelling did Scott look to for inspiration before getting on YouTube?
YouTube and monetization: When to explore it, tips to manage the process and how to make sure your brand is ready for outside influence.
The difficult realities of creating content.
Tips for creators looking to get started on YouTube.
Digging into Scott’s creative process: How does he come up with ideas, how long does it take to film and edit and what storytelling process does he use?
What tools Scott uses to film and edit his videos.
What parts of the creative process Scott loves and which parts he hates.
The best advice Scott’s been given.
Who is Scott seeing make waves online?

Discussed in this episode:

Scott’s YouTube Channel: https://www.youtube.com/c/ScottYuJan/featured
Scott’s Instagram: https://www.instagram.com/scottyujan/?hl=en
Harold Edgerton Photography: https://www.icp.org/browse/archive/constituents/harold-eugene-edgerton?all/all/all/all/0
Baron Ryan on TikTok: https://www.tiktok.com/@americanbaron?lang=en

Shop Waves Social merch: https://www.wavessocialpodcast.com/merch

Waves Social with Mike (@mmmiiike) and Mitzi (@mmmitzi).

For more from Arcade, follow us on Instagram and TikTok @helloarcade. https://www.arcadearcade.ca/

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After spending eight years working in the creator economy, Kayley Reed realized the gaps she was working around wouldn’t go away on their own. That’s when she decided it was time to build a solution and began working on norm., a unique tech resource for influencers. In this episode, we catch up with Kayley about how the needs of the creator economy have been drastically changing over the last few years. We dive into the growth her influencer marketing agency, Hermana, has seen, how brand partnerships have changed, the best social platforms to grow on today and what influencers and brands can expect from her new company, norm. As someone who has worked on every side of influencer marketing, Kayley is extremely knowledgeable on what it takes to turn content into profit for both creators and businesses.

Shop Waves Social merch: https://www.wavessocialpodcast.com/merch

Show Notes:

We’re celebrating Arcade Studios’ 4th birthday! Reminiscing up on some of the big changes we’ve made over the years.
Catching up with Kayley and the growth of her influencer marketing agency, Hermana.
What has the transition from acting as an agent to managing a team and starting a tech company been like for Kayley?
How to let go of the tasks you love to do as you grow your business and move into a management role.
How has the relationship between brands and influencers changed over the last few years?
Exploring the new ways content creators are monetizing their platforms.
The different services Hermana offers that makes them stand out from a traditional talent management company.
How can up and coming creators get noticed by agencies?
How important is it to define a niche with your content?
Is TikTok still the place to go for quick growth?
How to run a brand page on TikTok.
Should every brand be on TikTok?
Discussing the major pain points Kayley has seen in her 8+ years in the creator economy. How is she working to solve problems influencers face?
What is norm. and what problems does it solve?
What are some future plans for norm.?
What has raising venture capital been like?
How has Kayley kept Hermana going while building norm.?
The best career advice Kayley’s been given.
Finally, who is Kayley seeing make waves online?

Discussed in this episode:

Kayley’s Instagram: @kayley.e.r
Kayley’s TikTok: @itsactuallykayley
Norm.ai: https://www.itsnorm.ai/
Hermana Agency: https://www.hermanaagency.com/
Karly’s Instagram: @yourgirlkarly

Waves Social with Mike (@mmmiiike) and Mitzi (@mmmitzi).

For more from Arcade, follow us on Instagram and TikTok @helloarcade. https://www.arcadearcade.ca/

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How often do you sit down and really hash out your quarterly goals with your content? If you said ‘never,’ you’re not alone. In this episode, we talk with Austen Tosone about how she’s grown her blog, “Keep Calm and Chiffon,” into her full-time job by treating it like she would any other career. She explains how she got started, the important role SEO has played in her growth, how she sees which keywords competitors are using, the importance of setting goals and why never burns a bridge. With a background in the publishing industry, Austen has been at the forefront of the pivot to digital content and is a true OG in the blogging field.

Shop Waves Social merch: https://www.wavessocialpodcast.com/merch

Show Notes:

Who is Austen Tosone and how did she get started with her blog, “Keep Calm and Chiffon.”
How did Austen leverage the blog in its early days to get internships at magazines?
How does Austen make sure her content has served her audience’s needs over the years?
Advice for someone starting a new blog.
How to flip your audience from one platform to another.
The importance of building content based on your customer acquisition strategy.
The basics of SEO every content creator should know.
How to find what keywords your competitors are targeting.
Cool thing’s Austen got to work on in the print industry.
What Austen learned working at Nylon when it folded. How to pivot careers.
How to pitch yourself as a content creator to brands.
Does Austen still consider herself to be in the fashion and beauty niche?
The importance of treating your content creation as a proper business.
How Austen builds her goals around her fiscal year.
How to evolve your content niche.
The difference between creating content for growth and creating content for your current audience.
Tips for landing paid brand deals.
Why Austen doesn’t believe in burning bridges.
Who Austen is seeing make waves online.

Discussed in this episode:

Austen’s Blog: https://www.keepcalmandchiffon.com/
Austen’s Instagram: @austentosone
Lissette Calveiro on Waves Social: https://podcasts.apple.com/ca/podcast/waves-social-podcast/id1484888104?i=1000531689762
Moz: https://moz.com/
Keywords Everywhere: https://keywordseverywhere.com/
Marianna Hewitt: @marianna_hewitt

Waves Social with Mike (@mmmiiike) and Mitzi (@mmmitzi).

For more from Arcade, follow us on Instagram and TikTok @helloarcade. https://www.arcadearcade.ca/

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How did a hard kombucha brand manage to disrupt the alcohol industry and reach a net-zero carbon footprint while simultaneously building a powerful ambassador program? Ask JuneShine, a hard kombucha brand based out of San Diego. For episode 44 of the Waves Social podcast, we sat down with Annie Atwell, Director of Marketing at JuneShine, to talk about her experience working for a leading-edge, sustainable alcohol brand. We learn how JuneShine came to be (and how alcohol was never the priority), how they’ve managed to keep their values central even as they’ve grown and what’s next for the brand. Annie also talks about her own career path in marketing and the top advice she gives to other marketers.

Shop Waves Social merch: https://www.wavessocialpodcast.com/merch

Show Notes:

What is JuneShine and who is their audience?
What hole did JuneShine fill in the alcohol market?
How did Annie get started with JuneShine and what has her career path been like?
Explaining the concept of ‘clean alcohol’ and what inspired JuneShine’s disruption in the industry.
What were the most pivotal moments for JuneShine’s growth in the early days?
Annie explains why she attributes JuneShine’s success to their local community.
The importance of creating an amazing in-person brand experience.
JuneShine’s ambassador program: How ambassadors are chosen, their involvement in the business and how the program contributes to business objectives.
How to activate your local community and the importance of patience.
How JuneShine deals with marketing restrictions on their industry.
How to build a successful lifestyle brand.
How JuneShine hit a net-zero carbon footprint and what’s next for their sustainability journey.
Is it hard to share the sustainability messaging with new consumers?
What’s the best piece of career advice Annie’s been given?
Where does Annie find her career inspiration and how does she balance her multiple career passions?
Tips for avoiding going into career ‘auto-pilot.’
Finally, who is Annie seeing make waves online?

Discussed in this episode:

JuneShine - https://juneshine.com/
JuneShine Instagram - @juneshineco
Annie’s LinkedIn - https://www.linkedin.com/in/annelieseatwell/
Annie’s Instagram - @alsoknownasannie
Blue Land - @blueland
Grove - @grovecollaborative
By Human Kind - @byhumankind
The Package Free Shop - @packagefreeshop

Waves Social with Mike (@mmmiiike) and Mitzi (@mmmitzi).

For more from Arcade, follow us on Instagram and TikTok @helloarcade. https://www.arcadearcade.ca/

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What does it take to tell a really good story? For episode 43 of the Waves Social podcast, we’re joined by renowned documentary filmmakers, Mark Bone and Michael Del Monte, to talk about their successful online course, ‘The Art of Documentary.’ We discuss what led them to filmmaking in the first place, what impact social media has had on the industry and how creators can find their niche in saturated markets. True storytellers themselves, Mark and Michael explore what it takes to be the best at what you do and what happens once you get there.

This is Mark’s second time on the Waves Social podcast! You can listen to the first episode we recorded, here: https://podcasts.apple.com/ca/podcast/waves-social-podcast/id1484888104?i=1000470218126

Shop Waves Social merch: https://www.wavessocialpodcast.com/merch

Show Notes:

How did Mark and Mike get into the filmmaking industry and what was it like to build their course, ‘The Art of Documentary?’
How did Mike’s academic background impact the way he views stories as a filmmaker?
Michael explores the struggle and tension in changing his expected career path.
We explore the different ways to find your niche and choose a subject as a filmmaker.
Why did Mark and Mike build their course and how did marketing help?
How did Mark’s online presence help generate organic traffic for ‘The Art of Documentary?’
What soft skills are needed for filmmaking?
What does it take to find your unique voice in a saturated market?
Mark and Michael share their take on the impact social media and short-form video content has had on the film industry.
How do you find the best team for you?
Exploring the responsibilities of creativity.
How do you know when you’ve found the plot of your film?
Mark explains why it’s important to live your brand for you and not others all the time.
Is TikTok harmful for creativity?
How long does it take to build a solid community on YouTube?
What are the best pieces of advice Mark and Michael have been given?
Who is making waves in Mark and Michael’s world?

Discussed in this episode:

Mark Bone - @markandrewbone
Michael Del Monte - https://www.mfilms.ca/
Art of Documentary - https://theartofdocumentary.com/
Derek Cianfrance - @derekcianfrance
Chloé Zhao - @chloezhao

Waves Social with Mike (@mmmiiike) and Mitzi (@mmmitzi).

For more from Arcade, follow us on Instagram and TikTok @helloarcade. https://www.arcadearcade.ca/

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For episode 42 of the Waves Social podcast we’re joined by stylist and social media phenomenon, Charly Goss. Charly dives into what it has been like to grow her presence online through the pandemic, how she leaned into passive income streams to exponentially grow her business, her experiences fighting cancer twice and how she’s built trust with her audience. Charly is a hilarious, no-nonsense entrepreneur whose personality has been a key piece in growing her social media and business following. She explores dealing with rapid online growth, the importance of diversifying your social media presence, balancing a business with motherhood and embracing the grit life has given you.

Shop Waves Social merch: https://www.wavessocialpodcast.com/merch

Show Notes:

How Charly got into personal and interior styling, how being “bossy” helped grow her business and discussing her experiences with having cancer twice.
Did Charly ever envision having the team she has today and being an entrepreneur? What’s it like to hire, delegate and manage a fast growing company. And, does she wish she started earlier?
The importance of showing up on social media. How do you do it? And how do you not let people’s opinions get to you?
What has it been like to experience such massive growth in under a year? Which content series had the best ROI?
How do people respond to Charly’s tough-love style? Dealing with criticism and asking for what you want.
Finding the joy in the chaos. What’s next for Charly’s business? What are her aspirations for future growth?
How did Charly get into selling digital Guides and products? What is it like to grow a passive income stream through social media?
The future of the Guides; what’s next?
Major takeaways from Charly’s first year running this business. Plus, how to build trust with your audience.
The importance of diversifying your social media presence.
Charly’s health journey and how getting cancer made her tough(er).
Discussing the importance of valuing people’s time and showing that you care.

Discussed in this episode:

Charly Goss - @charlygoss
Charly Goss Style Inc. - https://www.charlygoss.com/
Diana Dares - @diane.dares
Katy Sturino - @katiesturino
Melanie Laurene - @melanielaurene
Maria José - @aglimpseofmaria

Waves Social with Mike (@mmmiiike) and Mitzi (@mmmitzi).

For more from Arcade, follow us on Instagram and TikTok @helloarcade. https://www.arcadearcade.ca/

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In this episode of the Waves Social podcast, we dive into 5 things we’re starting in 2022 and 5 things we’re leaving behind. From content creation to client relations, we explore what has and has not been working for us as an agency. We discuss the importance of creating video content that’s personable, in the moment and low-fi; we explore client dynamics and how we’ve learned how to say ‘no’ to projects that aren’t our best fit, and we talk about why we’re going to be providing more free content than ever this year. Drop something you’re starting in 2022 in the comments below!

Shop Waves Social merch: https://www.wavessocialpodcast.com/merch

Show Notes:

Today’s episode dives into 5 things we’re starting in 2022 and 5 things we’re leaving behind. We kick things off with what we’re leaving behind.
First, why we’re no longer relying on advertising for sales. We discuss the changes we’re seeing in the digital advertising industry.
Second, why we’re no longer posting static images or filler images for client social media accounts. What we’ll be posting instead.
Third, it’s time to stop gatekeeping. There is room for everyone in our industry to succeed and we talk about how we’ll be sharing more value.
Fourth, why we’re no longer operating as a one-stop social media shop. Exploring how being selective is helping us align with the right clients and the power in saying ‘no.’
Fifth, why we’re no longer taking on personal brand clients. The power in showing up authentically online and what audiences are wanting from thought-leaders.
Moving on to what we’re doing more of. First, we’re working to be more agile with content creation. How we’re practicing this internally.
Second, we’re doubling down on email marketing. The pros of owning your audience and the importance of personalization.
Third, why it’s more important than ever to be leading with your values. How we’ll be challenging clients to lead with theirs.
Fourth, we’re getting comfortable with creating digestible content in the moment. Turning into a content machine and when to move away from perfectionism.
Finally, we’re prioritizing creating desire over optimization. Why optimization won’t matter if you haven’t built a strong foundation around your brand.

Discussed in this episode:

Tea for Lunch - https://podcasts.apple.com/us/podcast/tea-for-lunch/id1600923965
Mary Young - https://maryyoung.com/
RNDSQR - https://www.rndsqr.ca/
Rachel Saunders - https://rachelsaundersceramics.com/

Waves Social with Mike (@mmmiiike) and Mitzi (@mmmitzi).

For more from Arcade, follow us on Instagram and TikTok @helloarcade. https://www.arcadearcade.ca/

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Welcome to Episode 40 of the Waves Social podcast. On this episode, we sit down with Gary Williams, Chief Creative Officer for Creative Theory Agency, to talk about his experience scaling the agency over the last year. Creative Theory is a culture-focused agency that has worked with big names like Google, Meta and YouTube. We talk with Gary about how the team knew it was time to grow, what it was like bringing in HR, how they work to keep their mission central to the work they do, the important role leadership plays in maintaining their culture and more. Gary takes a deep dive into Creative Theory’s mission to elevate the voices of Black and Brown people, as well as underrepresented groups. He explains why he’s staying rooted in DC and why they chose to open Gift Shop in addition to their agency work.

Show Notes:

Gary dives into handling sudden growth as an agency and why it’s important to hire with intention.
Talking about how Creative Theory scales efficiently, decides when to grow and when they knew it was time to bring in an HR team.
How to take calculated risks with growth and hiring.
How leadership can drive and protect culture as your business shifts and changes. Creating your mission and keeping it first.
Why Creative Theory has decided to keep growing and how they’re making sure their team is supported.
How Gary went from working as a photographer to running a creative agency. What did that change look like?
Advice for marketers and agencies aspiring to create award-winning work. Plus, finding and standing in your why.
What work is Gary most proud of?
What is the Gift Shop and where is it going? How Creative Theory is taking tangible steps to support Black and Brown artists.
Who is more of the risk taker between Gary and Tamon? And, how to decide on the right types of risks to take as a business.
Why Gary’s staying planted in DC.
How to get started with whatever it is you want to do.
Who’s capturing Gary’s attention right now?

Discussed in this episode:

Gary Williams: @masterwilliams
Creative Theory Agency: https://creativetheory.agency/
Micaiah Carter - @micaiahcarter
Abad Studio - @abad_studio
Beyond 8 - @beyond8_
Joshua Kissi - @joshuakissi
Inari Briana - @inaribriana

Waves Social with Mike (@mmmiiike) and Mitzi (@mmmitzi).

For more from Arcade, follow us on Instagram and TikTok @helloarcade. https://www.arcadearcade.ca/

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Welcome back to the Waves Social podcast. For Episode 39 we are joined by Alyssa Lau, founder of the popular slow fashion web-store, New Classics. Alyssa is a Chinese-Canadian photographer, creator and new mom. On this episode we discuss how Alyssa went from studying chemistry in Edmonton to running an online boutique, a YouTube channel with 30k+ followers and working with brands like Chanel and MAC while balancing life as a partner and new mother. Alyssa dives into what helped her and her partner, Eric, discover the essence of New Classics, how they plan content shoots, the struggles the sustainable fashion industry faces and what it’s like to work with your partner. A “true classic” herself, Alyssa is raw and real as she opens up about her journey through life, business and motherhood.

Show Notes:

How Alyssa went from studying chemistry in Edmonton to running an online style blog, Ordinary People, and diving deep into sustainability.
What inspired Alyssa to create New Classics?
Discussing the importance of education and awareness in the fashion industry. Why Alyssa knew that making a sustainable fashion brand wasn’t enough to help with the sustainability crisis our world is facing and leaned into educating her audience.
Exploring life as a business owner, a partner and a new mother. Can there be a balance?
Why did it take Alyssa three years to decide on a logo? Exploring what it takes to find your brand’s essence.
Why Alyssa wouldn’t change anything if she had the chance to go back to when she first founded New Classics.
Growth on YouTube: Why Alyssa isn’t following the advice YouTube gave her.
Finding inspiration from outside the algorithm; where to turn to to find ideas from outside the trend cycle.
Alyssa's top tips for brands looking to create their own content and why over-preparing is her key to success.
How her dream collaborations with brands like Chanel and H&M came to be.
Final words of wisdom from Alyssa and discussing who she’s watching make waves online.

Discussed in this episode:

New Classics: https://newclassics.ca/
Ordinary People: https://www.ordinarypeople.ca/
Alyssa’s YouTube Channel: https://www.youtube.com/c/AlyssaLau/videos
Alyssa’s Blog: https://www.imalyssalau.ca/
Leslie Zhang: https://www.instagram.com/lesliezhang1992/
Book - Naked Fashion: https://safia-minney.com/naked-fashion/

Waves Social with Mike (@mmmiiike) and Mitzi (@mmmitzi).

For more from Arcade, follow us on Instagram and TikTok @helloarcade. https://www.arcadearcade.ca/

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For the final episode of our fourth season, we are joined by Franke Rodriguez, Partner and CEO of Anomaly, a global strategic and creative marketing agency. Franke’s desire to take Anomaly to new heights made him the perfect fit for his role as the youngest-ever CEO of their New York and Toronto offices, and he has worked with major blue-chip brands such as Nike, Budweiser, Captain Morgan, Carnival Cruises, and Google in their marketing missions. In today’s episode, he nerds out with us about staying hungry, being humble, and always being in “beta,” walking us through what that looks like practically for his teams at Anomaly. We discuss what the future of agency work looks like in a post-COVID world, how to preserve your team and culture as you grow, the value of investing in your people, and the ins and outs of creating a Super Bowl commercial. We also touch on creating the company you want to build by working backwards from a very specific vision, and talk about the power of a single impact brand moment versus broader social awareness, making this conversation equal parts inspirational and practical. Tune in today to learn more from Franke Rodriguez, a true ‘anomaly’ in the industry!

Key Points From This Episode:

Find out what Franke has been up to recently and how he is prioritizing work-life balance.
Some of the ways that moving to a fully remote model changed the way he does business.
What it means to Franke to be a leader during COVID: finding new ways to help people cope.
His predictions for what Anomaly’s hybrid approach to work will look like post-COVID.
The importance of having a vision, starting with the end in mind, and working back from there.
Find out how Franke preserves team and company culture by focusing on joy.
What an Anomaly holiday party looks like and what Franke means when he says, “What you celebrate, you duplicate.”
How Franke nurtures Anomaly’s corporate values and the maxim: stay hungry, stay humble.
Franke reflects on what ‘always in beta' looks like at Anomaly and how they keep innovating.
The process of creating a Super Bowl commercial from someone who has created nearly 30.
Franke on whether or not Super Bowl campaigns are still effective and how they’ve evolved.
The benefits of the single impact moment versus broader social awareness for brands.
Some of the brands Anomaly has produced and why they have taken that approach.
Learn more about Anomaly’s Funded program, which is like their own version of Shark Tank.
Franke highlights the power of investing in your people by rewarding entrepreneurial spirit.
Why committing to the culture means feeding it, nurturing it, and helping it grow.
Franke on who is making waves right now and why: triple threat, Anthony Ramos.
Final words of wisdom from Franke: creative storytellers are the ones that people will look to when the going gets tough.

Links Mentioned in Today’s Episode:

Franke Rodriguez on LinkedIn

Franke Rodriguez on Twitter

Franke Rodriguez on Instagram

Anomaly

Avec Eric

dosist

Obie

The Moto Social

Lone River Ranch Water

Anthony Ramos on Instagram

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Despite being an experienced flyer at the peak of her career, a panic attack brought on by the prospect of another plane journey changed Sophie Gray's life forever. Instead of getting on the plane, Sophie and her husband tackled the long trip home in a car while the panic attacks continued. It was then that she realized that she needed to change something. After setting out to learn about her own mental wellbeing, she founded DiveThru, a mental wellness platform that partners with mental health professionals to help people take charge of their mental well-being. In this episode, Sophie opens up and shares how she came to start DiveThru and we hear about how the platform separates itself from others in the space. Our conversation dives into Sophie's experience as a female tech founder and what it has been like raising capital, DiveThru's marketing and SEO strategies, and advice for those looking to launch or grow their own startup. Tune in to hear it all!

Key Points From This Episode:

Get to know today's guest, Sophie Gray, and the circumstances that led her to launch DiveThru.
What happened after the panic attack that changed Sophie’s life, and the decisions she made after.
Sophie's advice for those who feel like they might be headed toward burnout.
How Sophie achieved early success on Instagram.
What DiveThru offers and the unique services the platform offers.
Sophie’s perspective on toxic positivity, and what it really means to take care of your mental health.
How Sophie feels about being a tech founder, a title she was reluctant to hold.
Sophie's experience fundraising and the challenges she has faced.
Advice for those who are looking to raise funds for their startups.
Strategies that DiveThru has used to drive adoption.
DiveThru's SEO strategy and the results that this has produced.
Why the company decided to create a podcast network.
What the DiveThru team looks like currently and the roles they occupy.
The fulfillment Sophie feels from building a truly healthy workplace.
DiveThru's reach and the markets they have set their sights on.
Why it is so important that most of DiveThru is free.
The distinction that set DiveThru apart from competitors.
Who Sophie thinks is making waves.

Tweetables:

“We often think that our mind is overthinking; we know we're anxious and we can label it, but when have we actually paused and enquired about that feeling?” — @iamsophiegray [0:11:42]

“It's interesting to see how the industry I come from isn't necessarily respected in the way that other backgrounds are in tech.” — @iamsophiegray [0:25:17]

“Get very clear on the mission of your company, what you're looking to accomplish because you will face so much rejection that you need to be able to validate yourself.” — @iamsophiegray [0:30:37]

“For us, mental health access is the number one priority.” — @iamsophiegray [0:43:52]

Links Mentioned in Today’s Episode:

Sophie Gray

DiveThru

The Power of Now

Whitney Wolfe Herd

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Today on the podcast, we welcome Sara McCabe, business coach, consultant, box-breaker, and not-so-secret dancer. After spending over a decade leading and developing teams across North America, she left the corporate world to help creative entrepreneurs work and lead in a way that actually works for them. Sara is Mitzi’s personal business coach or, as Mitzi likes to say, her ‘business therapist’ and, in this episode, she shares some of her business consulting strategies, coaching skills, and advice for creative entrepreneurs who are ready to start building the business they want. We discuss the antidote to your unhealthy relationship with work, how to set boundaries and create space for creativity, as well as intrinsic motivation and how that translates to your values as a person and a business leader. Anyone who works within a team or leads a team will gain immense value from this episode, but everyone will benefit from Sara’s specific brand of candid insight, goofy anecdotes, and practical advice. After all, it’s not just about leading a team; it’s also about leading yourself. Tune in today!

Key Points From This Episode:

An introduction to Sara McCabe and how she found coaching by asking ‘why?’
Why Sara’s definition of coaching involves treating the people she works with as the experts.
How she empowers her clients to redefine leadership for themselves through collaboration.
Making an ethos tangible by shaping systems and structures around it.
Hear the story of when Sara decided to pursue leadership coaching full-time.
Why you can’t lead a team or a business if you don’t truly understand yourself.
Learn about her digital presence and why she chose to represent herself candidly.
What she has learned about boundaries; the antidote to an unhealthy relationship with work.
Hear about some of her personal boundaries, including keeping her work laptop in her office.
Find out why she suggests checking in with yourself before engaging with content.
Sara shares how she uses a Notion dashboard to plan her TikTok content.
Some deeper insight into her TikTok content strategy, including how she scripts’ the hook’.
TikTok versus Instagram communities and why Sara prefers the intimacy of Instagram.
Where Sara has seen the best ROI in her marketing strategy; TikTok for growth, Instagram for building relationships, newsletters for launching.
How she remains consistent in her offerings by redefining what ‘consistency’ mean to her.
Sara elaborates on the importance of building systems that are conducive with who you are and what you want to create.
Why clearly defining your values is key to help you make decisions and build your business.
Intrinsic motivation and how it translates to your values as a person and a business leader.
Defining your values as a business versus as a team; shaping company culture at scale.
Who is making waves and why: Lillian ‘FlexMami’ Ahenkan and Maceo Paisley.

Links Mentioned in Today’s Episode:

Sara McCabe

Sara McCabe on LinkedIn

Sara McCabe on Instagram

Sara McCabe on TikTok

Launch It – Discount Code: WAVES

Notion

Lillian ‘FlexMami’ Ahenkan on Instagram

FlexMami

The Success Experiment

Maceo Paisley

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Welcome to our first ever ask-us-anything episode, where your hosts, Mike and Mitzi, answer the questions you’ve been asking on Instagram. Many of you may know that we run an award-winning digital agency called Arcade Studios, which specializes in digital strategy, content production, social media, and email marketing. Our company has doubled in size over the last year and, in order to scale our agency that quickly we have had to learn a lot of important lessons along the way! In today’s episode, we unpack some of those learnings and we look back on our highlights from the last 12 months, such as landing our first celebrity client and winning our first Webby Award. We believe that there is so much potential in digital marketing, now more than ever, which is why we have decided to pull back the curtain on how we have built our business, how others can learn from our mistakes, and how to establish healthy relationships. While this episode will obviously be beneficial for listeners looking to start agencies, launch their freelance careers, or build their teams, creatives and entrepreneurs will also gain value from our insights into finding clients, evaluating new hires, and balancing personal and work commitments. We also touch on our exit strategy, why we started a podcast, and what parenthood has taught us about our business. Make sure to tune into this jam-packed conversation today!

Key Points From This Episode:

Mitzi reflects on the moment that inspired us to start Arcade Studios.
Get a glimpse into our rebrand and how we figured out what to call our new agency.
How we found clients in the beginning (and still do): through our network and referrals.
Find out why Mike says that the hardest part of his job is being involved in execution.
Mitzi shares her struggle with client services, especially in moments of conflict.
How we navigate losing a client, especially when we invest so heavily in our relationships.
How we have worked to distinguish our business identity from our personal identities.
The importance of ending a client relationship on a positive note; never burn a bridge!
What we look for in our new hires, from hunger and humility to how you use social media.
The value of using the word ‘we’ more than ‘I’ and demonstrating curiosity.
We defend our reputation for hiring our friends; being friends with someone on the team will get you through the door, but it won’t keep you there!
Balancing personal and work commitments and why we describe ourselves as ‘busy flexible’.
How Mike developed the awareness to prioritize his commitments based on self awareness.
The benefits we have seen in shifting from a poverty mindset to one of abundance.
We share some of our big ideas for new businesses, podcasts, and brands.
Find out why we would sell Arcade in the future and what a past offer taught us about the value of our company.
Mitzi on why we started a podcast as an outlet for thought leadership and connection.
Some of the differences between a blog and a podcast and the benefits of each format.
The podcast as a marketing channel for the agency, one that isn’t directly profitable.
Opening another office in a different city and viewing office space as a luxury post-COVID.
Kanye versus Drake, guilty pleasures like fantasy football or reality TV, and more!
What parenthood teaches us about business, including patience and embracing the process.
Rapid-fire finale: find out who is funnier, who is the better cook, who needs more sleep, which of us is a picky eater, and more!

Links Mentioned in Today’s Episode:

Mitzi Payne on Instagram

Mike Payne on Instagram

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Today’s guests join us to talk about digital advertising and paid media. Affectionately known as our very own ‘Paid Papis', Josiah Sinanan and Benjamin Velazquez bring tons of expertise on the subject. Josiah is the Digital Lead at Arcade Studios, where he provides an array of unique clients from e-commerce to entertainment with paid media strategy and execution. Josiah oversees digital advertising activities for these clients across platforms such as Google, Facebook, and Instagram, and emerging platforms like YouTube, TikTok, and Pinterest. Benjamin is a Digital Coordinator at Arcade with a passion for helping founders and entrepreneurs humanize their brands to position themselves as leaders in their respective industries. He is an active leader and learner in the digital marketing industry, striving for both self and brand improvement while contributing to overall success. In this episode, we talk to Josiah and Benjamin about the huge impact that the iOS 14 update has had on Facebook data collection and what this means for advertisers, including some of the workarounds, strategies, and alternative platforms that brands can take advantage of as the need to diversify their channels increases. We also touch on ad creative for new platforms like TikTok, the importance of knowing thyself and thy audience, and the effectiveness of UGC (user-generated content), as well as how to allocate your advertising budget depending on your goals and the platform. Tune in today for all this and more from our advertising experts, Josiah Sinanan and Benjamin Velazquez!

Key Points From This Episode:

An introduction to Josiah Sinanan and how he came to be digital lead at Arcade Studios.
What excites Josiah about advertising and digital marketing, including how diverse it can be.
A day in the life of an advertiser, from tracking trends to client facing activity.
Meet Benjamin Velazquez and hear about his passions and how he came to work at Arcade.
What a day in the life looks like, staying on top of strategy and community management.
The impact of iOS 14 on Facebook data collection and what it means for advertisers.
How Ben and Josiah combatted the impact on ads, starting with educating clients.
Which Facebook tools to take note of; Automatic Advanced Matching and Conversions API.
Alternative platforms to take advantage of as the need to diversify your channels increases, such as Google and even Snapchat.
Some of the most obvious points of impact, from top funnel activity to interest targeting.
How to use Facebook features like Lookalike Audiences and Call-to-Action targeting.
Why Facebook ads aren’t dead; how Ben views this as an opportunity for innovation.
How brands can make platforms work together to get the best ROI; intentional platform use.
Josiah suggests some creative strategies for brands focused on traffic rather than sales.
Learn more about implementing a boosting strategy for your social media presence.
Mitzi weights in on whether or not email automations are replacing retargeting ad sets.
The value of investing in ad creative for platforms like Snapchat, TikTok, and Pinterest.
Ben emphasizes the importance of knowing your brand and knowing your audience.
Tailoring your creative to each specific audience and platform in a multi-platform strategy.
Examples of ad creative that Ben and Josiah feel are effective, like no name on TikTok.
How effective UGC (user-generated content) is and why brands are encouraged to use it in a thoughtful and intentional way.
Who Ben and Josiah think is making waves in the industry, like MANSCAPED and Breda.

Links Mentioned in Today’s Episode:

Josiah Sinanan on LinkedIn

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Today on the show, we speak with Lars Bengston, Chief Content Officer at Havas Health & You. Lars has built his career partnering with some of the world’s most ambitious brands and creatives, which you’ll learn a bit more about this interview. He joined Havas Health & You this year as their CCO, with the mission to help the global health industry recognize and actualize their ability to create content that builds deeper and more meaningful connections with HCPs and patients. He came from the world of VICE Media, where he ran integrated marketing and commercial publishing for VICE.com. He also worked with us as the ‘partnership architect’ on Some Good News, as well as at Thrive Global with the one and only Arianna Huffington, helping the lives of both people and corporations through engaging content that inspired them to take action in service of their audience. All this to say: Lars is obsessed with good storytelling and its power to change lives for the better. Some of the topics we cover in this episode include how Lars positioned himself for his dream job with no experience or any real inside connections, how creating reciprocal exchanges of value can set up great partnerships, and the concept of integrated marketing, which isn’t what you expect! Lars shares his belief that, in order to become a great leader, you have to become a better person, lead with passion, and take things less seriously. We also touch on the importance of allowing the story to dictate the format, not the other way around, what informed the success of Some Good News’ brand partnerships, and why the healthcare industry is like the last unturned stone of creativity and audience engagement, as well as the importance of hiring people you like, plus a whole lot more, so make sure not to miss this jam-packed conversation with storyteller extraordinaire, Lars Bengston!

Key Points From This Episode:

An introduction to Lars Bengston, jumping into his career story just as he got out of college.
Find out how Lars used a mutual connection on LinkedIn to get himself a job at VICE.
Advice for any young adult wrestling with career options: start with what makes you happy.
What Lars’ role as creative development coordinator at VICE looked like.
How he made the come up to publisher by relentlessly pursuing actualization and meaning.
Lars distills great storytelling into a few key points, like allowing the story to dictate the format.
Understand that most of your effort should be put into pre-production and finding the story.
Lars sums up his six years at VICE in three words: informative, outrageous, and absurd.
Hear about his transition to Thrive Global and how he redefined what ‘cool’ meant to him.
Brand partnerships 101: the benefits of creating a reciprocal exchange of value.
How Spotify has built partnerships that are endemic to what their audience is looking for.
The importance of interrogating your underlying purpose when creating brand partnerships.
Learn about integrated marketing; the inherent quest to better understand your audience.
How ‘integrated entertainment’ informed the success of Some Good News in 2020.
Get an overview of Lars’ role at Some Good News, connecting big brands with big ideas.
What it meant to Lars to be invited to work on Some Good News at the height COVID-19.
The internal compass that guided Lars to turn partnerships into ‘giving moments’ that also earned brands high volumes of press and credibility.
Creating reciprocal value before a brand had experienced it as the ‘partnership architect’.
Advice for building teams and becoming a better leader; hire people smarter than you.
The importance of hiring people you like and growing as a team.
Who is making waves right now in Lars’ opinion: the creators of the world!

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A few years ago, Alexander Simonelli, who had no prior experience in the food and beverage industry, swapped out his condo and his sales job for his parents’ home and a big idea, which evolved into a one-of-a-kind company; Daydream. A sugar-free, flavored sparkling water, infused with adaptogens that reduce stress, and a digital-native brand strategy, Daydream is unlike any other product on the market. In today’s episode, Alex shares some insider information as Daydream’s Founder and CEO about the lucky break that helped him establish who his target market is, the people who have been instrumental in helping him build his business, and why he puts a huge amount of resources into marketing and doesn’t often offer discounts, as well as what he is hoping to achieve with his products (which are mesmerizingly packaged and absolutely delicious)! Daydream is not just a beverage, it’s a lifestyle brand, a work of art, and possibly the future of functional drinks. Make sure to tune in today to learn more about living in the moment, taking big risks, and reimagining the functional beverages industry!

Key Points From This Episode:

Why Alex thinks his lack of experience benefited him on his journey as Founder of Daydream.
What Alex’s goal for Daydream was: to create something that was his art to the world.
Alex explains what he loves about adaptogens and why he chose to put them in his product.
Learn more about the minimal calories in Daydream drinks.
Some of the big life changes Alex made when he started his business.
Hear about the lucky break that Alex had early on.
Advice from Alex about figuring out your target market: don’t spread yourself too thin
Why he chose to launch as a digital native brand.
Find out how Alex intended for people to interact with his products.
Plans that Alex has for the future of Daydream.
The large amount of use cases that Daydream has, and why.
Discover the valuable lessons that Alex learned from Red Bull.
Learn more about Alex’s resource-heavy approach to marketing his products.
How Alex feels about offering discounts; why he doesn’t do it often.
The process of developing the brand concept.
Where Alex’s idea for creating links between the different Daydream cans came from.
Some of the vital members of Alex’s team.
Hear one of the core principles that Alex lives by.
Alex shares a story about the billboards he was encouraged to put up.
Another story, which highlights the importance of getting your price point right.
Other brands that Alex thinks are making waves online.

Links Mentioned in Today’s Episode:

Daydream

Daydream on Instagram

Daydream on Twitter

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Why is it so difficult to meet other cool women? Rachel Wong and Istiana Bestari asked themselves this over and over again while attempting to make meaningful connections through boring networking events and male-dominated workplaces. Intent on finding a better way to build their careers, they cofounded Monday Girl, Canada’s first social club for professional women. With over 4,000 active members and more than 18 sold-out venues featuring industry icons, Monday Girl is now the fastest-growing community for ambitious, young, and like-minded professional women in Canada. Starting out as an event series, Monday Girl has expanded into a fully-fledged digital ecosystem that includes a newsletter, social media communities and, most recently, a podcast. In today’s episode, Rachel and Istiana share some stories from the early days of Monday Girl and explain how they hosted great events that people actually wanted to show up to. We also touch on why networking sucks when there is so much power in connection, building content streams like a great newsletter and a podcast, and why email is more relevant than ever (trust us, it is!), as well as why the nine-to-five working model is slowly but surely being rendered obsolete and Rachel and Istiana’s thoughts on a better approach to work. Tune in today to learn more!

Key Points From This Episode:

Rachel shares how she met Istiana and how they work from different cities.
What Monday Girl is, who it was created for, and how it works for young, diverse women.
Their new membership platform, Social Club, and how the name, Monday Girl, originated.
Monday Club’s audience and why they decided to keep their focus local to Canada.
How Rachel and Istiana create content using community feedback.
Istiana reflects on the quantitative engagement and qualitative value of their content.
Advice for those intimidated by Reels: how to capture attention in the first three seconds.
Rachel explains why Monday Girl decided to build a more informal email newsletter.
Why email is more relevant than ever; engaging on a more personal level than social media.
Tips for launching a compelling newsletter, starting with making it a joy to open.
Hear the story of Monday Girl’s first event, which was so much more than just a brunch!
The value of inviting incredible speakers and how their events have evolved during COVID.
How Social Club works to make building a career far less boring (and less lonely).
Creating safe spaces for diverse women, connecting them with mentors that look like them, and making them aware of the opportunities available.
Learn about Monday Girl’s upcoming podcast, TGIM, which focuses on representation.
Why the nine-to-five lifestyle didn't work for Istiana and her advice for those who relate.
Who Rachel and Istiana believe are making waves, including Mindy Kaling.

Links Mentioned in Today’s Episode:

Istiana Bestari on LinkedIn

Istiana Bestari on Instagram

Rachel Wong on LinkedIn

Rachel Wong on Twitter

Rachel Wong on Instagram

Monday Girl

Monday Girl Social Club

Monday Girl on Instagram

TGIM Podcast

VSP Consignment

Mindy Kaling

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Welcome back to Waves Social! We waste no time kicking off season 4 with an incredible guest, Lissette Calveiro, a renowned Latina business coach, entrepreneur, and content creator. In 2020, Lissette was named a top 10 social media coach by Yahoo Mail, and she also received a Shorty Award for her Kindness Cards campaign. In today’s episode, Lissette shares how she got started in influencer marketing and how she translated her agency experience to the world of influencing. Although there is a growing stigma around the word influencer, Lissette believes that if you are connected to a set of values, you can spread a positive message. This does not necessarily mean you have a social impact message, but it does mean that you have to be intentional with what you are putting out there. We dive into the true value of community and why it is important to differentiate between followers and community. It is no longer enough to just look at the number of followers you have but to understand how engaged your community is. It might seem impossible to create a community at this stage, but it is more possible than ever. We also talk about time management, where Lissette shares how she makes her days work for her, the importance of disconnecting, and the value of speaking a language that people understand.

Key Points From This Episode:

Get to know today’s guest, Lissette Calveiro.
Details about our season 4 merch we are dropping soon.
Lissette’s career journey and how she came to influencing and influencer marketing.
What Lissette learned from her time at an agency and how she applies it to her work today.
Major lessons Lissette learned through her client services work.
Details about The Shorty Award Lissette won and why it was especially meaningful to her.
The practicalities behind running a campaign for an organization that is not attached to a brand.
How Lissette’s upbringing and her identity as a Latina influence her day-to-day and how she runs her business.
Lissette’s definition of influencer and how it links to the difference between community and followers.
How to measure community and what signals the health of your community.
What influencers can do to truly connect with their communities.
Top tips on how to get past your fears of social media Lives.
Why influencer impact is so important to Lissette.
How brands can be more intentional about their marketing.
What influencers can do to use their communities for the greater good.
Lissette’s advice for how you can become more consistent in content production.
How Lissette approaches batching and why this is so efficient for her.
The value of producing content for a range of platforms.
Lissette’s take on virality and which platforms are best to go viral on.
What a typical workday looks like for Lissette and how she uses time-blocking.
Whether or not it is too late to become an influencer.
What it means to find your niche and how this helps you hone in on your story.
Why Lissette chooses not to share her whole life on social media.
Who Lissette thinks is currently making waves online.

Links Mentioned in Today’s Episode:

Influence With Impact

Lissette Calveiro on Instagram

The Shorty Awards

The Kindness Card Experiment

Ziwe

Merch Discount Code — outofoffice

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A collective approach to connectedness might seem a bit obvious, but today’s guest has blazed a trail that embraces new forms of digital interaction to create deeper levels of community. Scott Bakken is passionate about creating spaces where people can connect and build authentic relationships. He is the Founder and Creative Director of Socality, a creative community designed to connect and inspire cultural contributors to use social media for community impact. He has helped brands and organizations with the development of their social platforms, providing consulting services to those who are interested in growing their social presence, and he is also a father, husband, speaker, and commercial photographer committed to helping others experience their best life. Listening in, you’ll hear how he has pivoted his strategy as a travel influencer while the pandemic has prevented him from traveling, learning to make the most of his own backyard. Businesses, startups, and brands will gain a lot of value in the early parts of this conversation that pertain to pitching your vision and making use of volunteers before you can take on paid staff. Learn more about the power of collective reach, hear Scott’s opinion of Clubhouse and where social media is headed, and find out the importance of distinguishing between shareable moments and in-the-moment experiences, all in today’s episode of the Waves Social Podcast.

Key Points From This Episode:

Scott shares a brief introduction to who he is and what he does.
Find out how Socality started with Scott’s personal desire to identify a community group.
How connections spread and the network grew in the early days of Socality.
The power of collective reach; Scott’s launch strategy was to meet people, share vision, repeat.
Learn about what Scott did right, including giving himself enough time to launch.
What he learned from his biggest mistake and why he advises that you have a pre and post-launch plan in place.
How Scott made use of willing volunteers to build the business in a non-transactional way.
The importance of celebrating wins, both big and small, and honoring your team.
Socality’s transition from volunteers and decentralized work to paid staff in an office space.
Scott shares his perspectives on Clubhouse; how it is reintroducing voice to social.
Tips and tricks for those just getting started on Clubhouse, including having a plan, bringing value, and helping to be solutions-oriented.
Scott reflects on a recent Clubhouse conversation he hosted: Is Instagram Dead?
Find out how he has pivoted as Instagram has evolved, including creating relatable content.
Why he believes that not every moment has to be shared; if you can identify between the two, it will help bring balance.
How Scott feels about social as a parent and his position on his children having devices and platforms of their own.
Discover how Scott got into photography and why, for him, it’s about what is behind the photo.
Hear how Scott has changed his content and approach during COVID by making the most of his own backyard.

Links Mentioned in Today’s Episode:

Scott Bakken on LinkedIn

Scott Bakken on Twitter

Scott Bakken on Instagram

Scott Bakken

Socality

The Socality Show

Paul Tellefsen

Clubhouse

TikTok

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If the pandemic has reminded brands of anything, it is the value of data as a catalyst for efficient, effective marketing and a foundation for future business growth. If you want to hack success and discover growth opportunities, however, you need to track and measure actionable data, not vanity metrics, and today’s guest has some practical advice for understanding the difference. Andrew Weiss is a veteran social media marketer and digital strategist that worked with the Arcade team on Some Good News for John Krasinski. From agency to brand, Andrew is passionate about community and insights. He got into social media before it was the big, important part of digital marketing that it is today, and he has some interesting insights to share about data, which he approaches like a source of truth for future success. Tuning in, you’ll find out why all social media marketers should be paying better attention to data and how they can use data as a resource that is directly in line with impact and revenue, rather than reporting on vanity metrics that don’t inform future strategies or present success. Of course, you’ll hear all about the Some Good News project with John Krasinski, but Andrew also shares some incredible statistics from his work with When We All Vote, an organization changing the culture around voting using a data-driven and multifaceted digital approach to increase participation in elections. He emphasizes the power of educational content and shares his tips for learning from what doesn’t work, using social to thoroughly understand your target demographic, and defining success without celebrity endorsements, so make sure to tune in today to learn more!

Key Points From This Episode:

Back to the beginning: how Andrew got into digital marketing and what his path looked like.
The value of internships and how he built up his resume with innovative digital projects.
Hear about the first opportunity that stuck for him; the rise of social media marketing.
Andrew’s soft spot for community and how it has enabled him to impact content, partnerships, business objectives, and customer service.
He reflects on what made Some Good News (SGN) so special: a highly engaged fan base.
The power of the humble Google Sheet; the systems he used to track engagement for SGN.
Andrew explains why this project was so fulfilling for him, both professionally and personally.
What the goals were for When We All Vote and his experience of working with them in 2020.
From a digital-first to a digital-only strategy; using digital marketing to drive people to vote.
The Instagram-first platform strategy Andrew used and why Twitter came in second.
How educational content helped When We All Vote grow their audience in a meaningful way.
Some of the other wins he witnessed; information over branding and a completely new form of influencer marketing.
Translating social media metrics into more digestible terms; actionable versus vanity metrics.
Andrew’s tips for those who may be building social campaigns in the political sphere: don’t be afraid to learn from what doesn’t work!
Viewing followers as a number to achieve versus a complete breakdown of your audience.

Links Mentioned in Today’s Episode:

Andrew Weiss on LinkedIn

Some Good News

When We All Vote

so you want to talk about… on Instagram

Zenerations on Instagram

‘Digital learning tools arrive on TikTok’

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Influencer marketing thrived in 2020. Lockdowns led to increased social media usage and drastic changes in consumer behavior, and brands needed to pivot quickly to adapt. With an ever-increasing number of brands choosing independent content creators over traditional advertising, influencers need to know more than ever how to navigate this space and make money doing it. Today’s guest is Tanisha Cherry, a Black fashion, lifestyle, and travel influencer from Canada with over 16,000 supporters on Instagram. She loves to share helpful information with others and has worked with brands such as Captain Morgan, Strongbow, La Vie en Rose, Farmacy, and more that you will hear about during the course of today’s episode. The content of this interview is pretty specific to influencer marketing, but you will find it relevant whether you are a solopreneur, freelancer, or anything in between. Tanisha is an outspoken advocate for influencers actually getting paid for the work that they do and she has an intimate understanding of why influencer marketing is important for brands, how brands are capitalizing on these partnerships, and, most importantly, how influencers can negotiate and leverage these relationships to their benefit. Tanisha shares a lot of practical insight into determining your rates, coordinating gifting campaigns, and getting gigs, as well as tracking the brands you want to work with and creating strategic content, so make sure to tune in today to learn more!

Key Points From This Episode:

Tanisha’s journey to becoming a content creator, starting with her love for social media.
How 2020 changed her relationship with social media and the content she was producing.
Find out how the pandemic inspired fewer filters and more vulnerability on social media.
Hear Tanisha’s opinion of Clubhouse and how she has used it to educate other influencers.
Learn about some of her first brand partnerships and hear her advice for ensuring that you are fairly compensated.
Why she believes that unpaid brand partnerships are not fair exchanges or opportunities.
How she deals with gifted campaigns by sending back her rates.
Let’s talk about rates; Tanisha explains how influencers can charge what they are worth.
Brands will take advantage of the fact that influencers don’t have insight into the marketing business, so educate yourself!
Other factors to consider when deciding to engage in a brand partnership, such as their expectations and target audience.
The value of communicating to a brand whether their product is a good fit with your audience.
Why it is important for brands to curate their visual aesthetic before approaching an influencer.

Links Mentioned in Today’s Episode:

Tanisha Cherry on LinkedIn

Tanisha Cherry on Instagram

Tanisha Cherry on YouTube

Tanisha Cherry on Twitter

Tanisha Cherry on Pinterest

Cherry Lounge Podcast

The Creator Lounge on Clubhouse

Hayet Rida on Instagram

Marianna Hewitt on Instagram

Tezza on Instagram

Monroe Steele on Instagram

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Today’s guest is Alicia Johnston, Senior Manager of Content and Communications at Sprout Social, an exciting social media software company that enables brands and marketers to understand and reach their audience, engage their community, and measure performance. Alicia is the driving force behind all of the content on the Sprout Insights blog, covering the latest trends and guiding their data reports with a keen eye for spotting emerging trends in the digital space. This episode hinges on these emerging trends for 2021, and Alicia has some incredible insight into not just the practical side of social marketing and what is coming in the year ahead but also an important emotional perspective.

One of the things that stands out about this interview is Alicia’s three-pronged approach to customer service, which entails understanding your role in creating an amazing customer experience, especially when it comes to social media. Tuning in, you’ll find out why Alicia believes that social media insights should be a huge determining factor in business objectives and decisions and the positive impact that regular check-ins can have on the mental health of social marketers after such a tumultuous year. She also shares her advice for small businesses, freelancers, and solopreneurs to build brand awareness and be part of the conversation, even without a team to turn to, and how brands can put diversity and empathy into action on social in strategic ways in 2021. Tune in today!

Key Points From This Episode:

Discover a bit more about Alicia’s career journey and how she got to where she is today.
More about Sprout software and the role social plays in moving a business forward.
Alicia explains how you can use social listening to inform your broader business strategy.
Why influencers in all their forms are critical right now when everyone is working remotely.
The value of content marketing for software companies and brands in the digital space.
Examples of what smaller businesses can do with data to build brand awareness.
Highlights from the most recent Sprout Social Index, including increased expectations for customer service through social media.
Brands and TikTok; you don’t need a presence to stay informed about the trends!
Alicia’s three-pronged approach to customer service: preemptive, reactive, and proactive.
What social marketers can do better, including building what Alicia calls ‘cyclical loyalty’.
The benefits of strategic silence versus ‘going dark’ when it comes to crisis communications.
Why Alicia believes starting with curiosity is crucial when looking to enter the conversation.
Advice for freelancers and solopreneurs who don’t have a team to turn to: be transparent.
A key takeaway from 2020: why social media managers and teams need to be critical players in business decision making.
The difficult but necessary conversations about the mental health of social media teams.

Links Mentioned in Today’s Episode:

Alicia Johnston on LinkedIn

Alicia Johnston on Twitter

Sprout Social

Insights Blog

Jumpstart Your Content Strategy Checklist

Ben & Jerry’s on Twitter

Brené Brown

Jeni’s Ice Cream on Instagram

Jeni Britton Bauer on Instagram

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This episode is something a little different, in that your hosts, Mitzi and Mike Payne, are actually today’s guests. Linda Hoang on the Don’t Call Me a Guru Podcast, where they talked about the social media management they did for the global brand, Some Good News (SGN), a 2020 web series created as a way to spread positivity during the pandemic, hosted by American actor and filmmaker, John Krasinski. They share their approach and the lessons they learned while working on SGN’s social media, plus their advice for those doing similar work for organizations that might not be quite as fun as working for John Krasinski! You’ll also hear more about Mike and Mitzi’s backgrounds and some of Arcade’s portfolio highlights, as well as how they came to work with SGN, how they measured success for what was already a viral brand, and how they kept the audience engaged, even in-between seasons. Most importantly, they share their tips for rewarding engagement, dealing with the microscope of public opinion, and working under pressure when things change quickly, so make sure to tune in today!

Key Points From This Episode:

Learn more about Arcade and how they came to manage social media for SGN.
What they did for SGN and what their approach was to creating a brand for the show.
Measuring success for what was already a viral brand; making people happy and having a charitable impact as well.
How big Arcade is in terms of staff and how many hands were on deck for this project.
Some of the other creative teams that Arcade worked with on SGN, like Senior Post.
The importance of bringing in support; you don’t have to be an expert in everything!
Mike reflects on dealing with negativity or trolls on a project about positivity.
The crowdsourcing structure Arcade used to identify micro influencer-esque talent, or what they called SGN Global Correspondents.
How Mike and Mitzi kept SGN’s audience engaged, even in-between seasons.
Maintaining momentum by providing value for your followers that isn’t part of the campaign.
Mitzi shares some challenges, lessons, and personal highlights from this project.
One of the biggest challenges for Mike was learning to adapt when things change quickly.
How marketers are often looked at as money machines rather than difference-makers.
Tips for working on accounts that aren’t as fun as SGN: do what is creative, not trendy, and focus on leadership, not obligation.
To close, Mitzi encourages collaboration and connection for other social media managers.
Why Mike believes it’s an evolution, not a revolution that helps us get where we need to go.

Links Mentioned in Today’s Episode:

Some Good News (SGN) on Instagram

Some Good News (SGN) on YouTube

Don’t Call Me a Guru Podcast

Mike Payne on Twitter

Mike Payne on LinkedIn

Mitzi Payne on Twitter

Mitzi Payne on LinkedIn

Arcade Studios

Senior Post

Made In Network

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In the wake of George Floyd’s death at the hands of police in May 2020, protests against police brutality and racial injustice broke out across the US. In response, many of the world’s biggest brands issued statements of solidarity with the Black Lives Matter (BLM) movement and, while the sentiment was all good and well, many people have called these companies out for making generic statements that ring hollow. Today’s guests are Melanie Trottier and Leah Sookoo, resident Social Media Lead and Creative Copywriter respectively at Arcade Studios. This episode will hopefully serve as a guide for brands and companies to show their support for Black and marginalized communities in real, actionable ways, rather than putting out statements of support that ring hollow. Tuning in, you’ll hear about the importance of the language that you use from Leah, and how she saw brands either detract from or contribute to the discourse around racial injustice in 2020. She also talks about the dangers of virtue signalling, gaslighting, and staying silent, and shares her advice for starting from a place of humility, being well versed in the issues you’re addressing, and never being afraid to vocalize your values. Melanie shares her perspective as a brand manager and talks about the importance of being specific about the issues that affect your customers. She also emphasizes why racial equality should be part of every company’s brand pillars, vision, and mission, highlights the importance of being available for queries on social media, and advises brands to include more diverse voices in their social media marketing and hire a professional to manage it. All this and so much more in today’s important episode, so make sure not to miss it!

Key Points From This Episode:

Melanie shares who she is and what her role at Arcade as social media lead entails.
Learn more about Leah’s background and her role as the resident copywriter at Arcade.
Why a lot of marketing ultimately comes down to communication and language.
Leah talks about her side hustle: writing about fashion and sustainability, writing poetry.
How the work Melanie does outside of her nine-to-five revolves around social media too.
Melanie shares her perspective as a brand manager on how brands responded to the killing of George Floyd.
How Leah saw people detract from or contribute to discourse in the digital response to BLM.
How both virtue signalling and silence are problematic; what are you actually doing?
Your audience is observant and they remember what you promised to do as a brand.
Having the opportunity as an agency to be a leader and demand action from brands before helping them with their messaging.
The importance of being specific about how an issue affects your customers.
While many of Melanie’s clients wanted to be told what to do, there is no magic answer.
Though it was not an easy or comfortable process, Leah believes it was a productive one.
Why racial equality should be part of every company’s brand pillars, vision, and mission.
Looking back and learning from how brands responded in 2020 as a freelancer or marketer.

Links Mentioned in Today’s Episode:

Melanie Trottier on LinkedIn

Melanie Trottier on Twitter

Melanie Trottier on Instagram

Leah Sookoo on LinkedIn

Leah Sookoo on Instagram

Kotn

Waves Social Podcast

Waves Social Merch

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Your brand is a whole lot more than the products or services you sell. Your brand is what you stand for, and establishing your core beliefs can help you stand apart from the rest, attract like-minded clients, and better serve your community. Today’s guest is Ryan Mack, Chief Commercial Officer at Made In Network. As CCO, his job is a mix of marketing, entertainment, business development, and corporate strategy. Prior to this role, Ryan was the President of Virtue, which is the creative agency of Vice, where he led efforts globally with a specific focus on the Americas. This sums up what he has been doing most recently, but Ryan has a wealth of experience and a diverse body of work, which you’ll hear more about in this episode; where it all started, what drew him to content marketing, and what his philosophy looks like today. One of the things that stands out about this interview is Ryan’s perspective that the death of social media is bureaucracy. Once there are too many decision-makers on something as simple a tweet, he believes that it stifles creativity and outcomes. Tuning in, you’ll hear about his experience with this and how he sought to make social media intentional again by moving to a smaller agency. He speaks about the importance of establishing your core beliefs as a brand and how it can help you become more agile, but don’t overthink it! The best brands don’t. Ryan offers advice for those just starting out in content creation, emphasizes the power of collaboration, and shares his predictions for the future of digital content. Tune in today to find out more.

Key Points From This Episode:

Find out how Ryan first got started in marketing, sparked by his fascination with the internet.
How risk and constant experimentation have served him in his career.
Ryan explains how he takes risks based on what is demonstrating traction in the market.
What got him interested in creating content: the question, ‘What are we going to say?’
Establish your core values as a brand, but don't create bureaucracy around daily mechanics!
The opportunities Ryan saw in the rise of social media and how he positioned himself to capitalize on them.
Balancing quantifiable results and creative content that aligns with the brand.
Ryan talks about some of the most exciting projects he worked on during his time at Carrot.
Hear about Ryan’s transition from Carrot to Virtue at Vice; competing as a creative agency.
From Virtue to Made In Network; he talks about his passion for making “small things medium.”
The momentum and traction in episodic, intentional scheduled programming from an entity.
Ryan explains why a creator would want to compete with traditional media outlets.
What brands can learn about building brand equity from this perspective of creating a media house around original content.
Learn more about what Ryan calls the “mad science of content algorithms.”
The power of collaboration; how to leverage connections between channels.
Ryan’s predictions for the future, including live programming becoming more polished.
How 2020 has impacted Ryan personally by changing the rhythm of his daily life.

Links Mentioned in Today’s Episode:

Ryan Mack on LinkedIn

Ryan Mack on Twitter

Made In Network

Virtue

Binging With Babish

Marty Music

Twitch

caffeine

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Creativity doesn’t only exist in the form of design, photography, or tangible art-making, but also in the form of creative problem solving, which is equally as important. Today’s guest is Alyssa Yuhas, an award-winning designer, multidisciplinary art director, and co-founder of the Designer VACA. She is also the mother of two beautiful young boys and is currently pursuing her Masters’s Degree. Overall, Alyssa has a wealth of knowledge in the design, curiosity, and creativity spaces, and, tuning in, you’ll hear her perspective on creative problem solving, client relationships, and nurturing curiosity. She also elaborates on the importance of leaving space for perspective in your client relationships, surrounding yourself with good people, and prioritizing over-communication, as well as being intentional rather than reactionary, being strategic about which voices to amplify, and staying off Pinterest! Alyssa believes everyone is creative and that, if you stay curious and look around you, you will find that creativity is everywhere. To find out more about the enduring power of curiosity, tune in today!

Key Points From This Episode:

Learn a bit more about Alyssa’s background and her career trajectory.
How she chose between being a graphic designer versus getting a “real job.”
Encouraging creativity and curiosity in her kids by modeling it for them, not teaching it.
The power of creative problem solving: why Alyssa believes that everyone is creative
What sparked her interest in going back to school and pursuing her Masters’s Degree.
Hear about Alyssa’s freelance and consulting work, what she does, and why she loves it.
The formula for good design that communicates: Alyssa shares her creative process.
Working closely with her clients but also leaving enough space for perspective.
Alyssa shares some of her favourite projects, including Darling magazine, the UN, and Nike.
The value of working with good people who are also trying to put interesting things out.
Nurturing strong client relationships: Alyssa prioritizes over-communicating.
Teaching your client how to treat you; some boundaries that Alyssa sets with clients.
Alyssa speaks about Designer VACA, what it is, and how it started.
How COVID has affected Designer VACA and what their next steps are.
Alyssa’s perspective on ethical advertising: it is intentional, not reactionary.
Choosing which voices to amplify and acknowledging your responsibility as a designer.
How the events of 2020 have changed the way Alyssa approaches design and the work she produces for her clients.
How Alyssa stays relevant by being as curious as possible (and staying off Pinterest)!
Hear about her experience of the creativity of her community during COVID.

Links Mentioned in Today’s Episode:

Alyssa Yuhas on LinkedIn

Alyssa Yuhas on Instagram

Alyssa Yuhas

Designer VACA

Darling

Kate Arends on Instagram

Lisa Gilroy on Twitter

Still Processing Podcast

Waves Merch

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Karen Rosalie is the Founder and Creative-in-Charge at Rosalie Agency in Los Angeles. Rosalie Agency is an LA-based creative team that produces and shoots campaigns and ads for beauty brands, specifically Sephora brands such as KKW Beauty, Dr. Dennis Gross, Summer Fridays, Kate Somerville, Kylie Skin, and many more. On top of all of the branded content and projects that she has produced for Instagram and other mediums, Karen also shares helpful content and advice for the next generation of photographers. In this episode, she talks about getting her start out of school, what brought her to photography in the first place, and some of her first big clients, as well as the transition from her personal work to a branded agency approach. Tuning in, you’ll find out why Karen believes that every photographer should be a businessperson. One thing that stands out about this interview is how intentional Karen is in everything that she does, from starting her business to producing work for her brands. Her advice is not just helpful for photographers and freelancers, but also people in the agency space or even on the branding side; across the board, you have to be creative, reinvent how you bring your product to market, and capture the value it offers. No matter what your role is in the creative process, you’ll find value in today’s episode, so make sure to tune in today!

Key Points From This Episode:

Karen’s background and how she first got into photography.
How studying fine art taught her about meeting deadlines and the business of photography.
Hear about Karen’s shift from independent creative to business owner and working with a creative team.
Why Karen believes that every photographer should be business-minded.
Karen describes the process of starting Rosalie Agency, including her first client.
Overcoming imposter syndrome using a fake-it-till-you-make-it approach.
Her advice for listeners looking to land a first big client: consistently shooting and networking.
Learn about Karen’s “social first” strategy and how she uses Instagram to market herself.
The moment that Karen saw Instagram as a powerful marketing platform.
What the evolution of Rosalie Agency looks like, and why Karen loves the beauty niche.
Some past projects that stand out for Karen, such as with brands that completely surrender the creative direction of a campaign.
How Karen manages to insert her own creative style into her commercial work.
Behind the scenes of working with a big brand: how to prepare for a large-scale shoot.
How Karen balances being behind the lens versus sitting in the creative director’s seat.
The biggest challenges she has faced as a business owner, like scaling and hiring out.
Why Karen creates personal content and invests so much time in supporting the next generation of photographers.
How COVID has impacted her work and how she is overcoming those challenges.
The importance of great digital content and high-quality images, especially during COVID.
Shooting on her camera versus shooting on her phone for social.
Karen talks about getting married and starting a painting studio during a pandemic.

Links Mentioned in Today’s Episode:

Karen Rosalie on LinkedIn

Karen Rosalie on Instagram

Karen Rosalie on YouTube

Rosalie Agency

Rosalie Agency on Instagram

Mariana Hewitt

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Throughout the global pandemic and the escalating Black Lives Matter movement, we have heard from hundreds of companies expressing empathy across every known medium. For the most part, though, organizations are reacting rather than acting on their word in a phenomenon that today’s guest calls “kindwashing.” Eric Solomon, Ph.D, has held leadership positions for some of the top technology brands in the world, including YouTube, Spotify, and Instagram. Now he builds and installs Human Operating Systems for organizations and their leaders. In this episode, he shares a bit about his studies in psychology and artificial intelligence and how it led to roles at some of the biggest tech companies, as well as how he came to be involved in the early days of mobile tech, which is now the standard of how we all communicate online. Eric speaks candidly about the tragedy he has experienced in his life and how that brought him to focus more on what mattered to him and the difference he wanted to make, rather than just going for the big roles or becoming a cog in the marketing machine. One thing that stands out about this interview is Eric’s views on empathy and how it the term is overused in marketing. He has coined the term kindwashing and he goes into detail about what it means and how it has become a common brand response to conflict or crisis. Listening in, you will hear Eric turn kindwashing on its head, challenging listeners to think about how brands can “walk the walk” rather than throwing out blanket statements, to go back to the beginning and challenge companies and brands to stop talking about empathy and start acting on it. Tune in today!

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As a serial entrepreneur, Sarah McAllister has been swinging for the fences since she was 20-years-old. Now a proud mother of one, a partner, a wife, and an inspiring business leader, Sarah has worked her butt off for the last 15 years to build several successful, forward-thinking, and female-led businesses. She is committed to building brands that empower women in their homes, lives, and businesses. In addition to being a General in BleachPrayLove’s #cleaningarmy, Sarah is also the Founder, Director, and CEO of GoCleanCo, a widely sought after cleaning company in Calgary, Alberta. Tuning in, you’ll hear how Sarah navigated through 2020, adapting her strategies and focusing her attention on social media, growing the company’s Instagram following to over 1.5 million! She gets real in this episode, talking candidly about how she grew her business with the help of influencer marketing and even how she came close to giving up and throwing in the towel. What stands out about this interview is Sarah’s tenacity and commitment to her vision, and she emphasizes the importance of trusting your gut instinct, never giving up on your dreams, and providing value. Tune in today!

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Much like content, there is no shortage of data. While marketers rely on it to make decisions, this information usually comes from an internal source, which provides limited insights. In our Season 2 finale, Charlie Grinnell, CEO of RightMetric, talks to us about how to change this. As a digital marketing research firm, RightMetric provides audience and competitor insights to marketing strategists by drawing on external data. Charlie has worked in digital at Red Bull and Aritzia as well as in content production for clients like Nike and NBC Sports. Through his unique skillset which merges creative and analytical thinking, Charlie offers brands specific, targeted insights. In this episode, Charlie shares more about the work RightMetric does. He walks us through an example of using an external data point to help marketers become more effective at what they do. It's important to cast a wide net, work through trends, and then translate those into actionable steps. He sheds light on how humans, and not AIs, conduct the analytics to ensure tailored recommendations that include both quantitative and qualitative considerations.

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Today you’re in for an enjoyable and timely episode in which we talk to James Nord, the founder of the first-ever influencer marketing platform Fohr and the host of the Drink With James podcast. Fohr is a self-serve platform that allows you to run engaging influencer marketing campaigns by helping you discover influencers and verify the authenticity of their following. In this interview, James makes a compelling case for the power of influencer marketing, explaining that influencers are the gatekeepers of the audiences you dream of reaching.

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On this bonus episode, your Waves Social Podcast co-hosts, Mike and Mitzi Payne, join Morgan Berna on The Small Business Mastermind to discuss the ins and outs of social media and content marketing for small businesses.

Consumers have higher standards than ever when it comes to who, and what they allow to pull their attention. Providing valuable content is one of the best ways a company can build trust in their brand and earn the consumer’s time. We discuss how a small business can use content marketing to boost engagement, retention, and sales. As well, we explore the future of content marketing and the importance digital media will play.

Links Mentioned in Today’s Episode:

Small Business Mastermind Podcast

Olympia Benefits

Mike Payne on LinkedIn

Mike Payne on Instagram

Mitzi Payne on LinkedIn

Mitzi Payne on Instagram

Morgan Berna on LinkedIn

Morgan Berna on Instagram

Olympia Benefits on Instagram

Waves Social Podcast on Twitter

Waves Social Podcast on Instagram

Arcade Studios

Arcade Studios on Instagram

Thank you for listening!

Inspiring Corporate by Free Music | https://soundcloud.com/fm_freemusic Music promoted by https://www.free-stock-music.com Creative Commons Attribution 3.0 Unported License https://creativecommons.org/licenses/by/3.0/deed.en_US

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There is no better time to tell compelling stories driven by empathy and heart. As people around the globe continue to practice social distancing, there is an increased desire to connect with one another. We hope to offer this episode both as a way to pull you out of the noise and to show the importance of connecting to emotion and stories during difficult times. Our guest today, Mark Bone, is a multi-talented, award-winning filmmaker based in Toronto. His diverse portfolio includes documentaries, and brand content for clients like Nike, Mercedes Benz, and Nikon. What underpins all of his work is empathy and education, which has resulted in compelling, meaningful stories for sustainable, socially responsible brand content. In this episode, we learn more about his background, and how he went from working in 3D film to pursuing his passion for documentary filmmaking.

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We’re switching it up today and Mike Payne, co-host of Waves Social Podcast and Partner at Arcade Studios, is in the hot seat and fielding questions from Mitzi. Mike has been a leader in branding and marketing for over 10 years now, and has held client-facing agency roles for 8 of those. In this episode, Mike sheds some light onto his sales and client management experiences, and how he’s curated these learnings into his current perspective on business development and customer relationships. Over the past decade, Mike has come to realize that the best approach to sales is less about convincing a customer of their need for a product, and more about first defining your niche expertise, establishing yourself in a position of leadership, and then helping clients identify creative solutions to the problems they’re facing.

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The role of PR, much like any role related to marketing or branding, is a continually evolving one. Talya Macedo, our guest today, has been there through its countless evolutions. As a creative strategist and PR practitioner in the global arts, fashion and entertainment industries, Talya’s work focuses on positioning brands as modern, forward-thinking, emotionally intelligent entities. With over a decade in the industry, her broad range of clients has included the UN, Sony Music Canada, and Sephora. In this episode, we touch both on high-level concepts, as well as actionable, practical insights.

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Podcast advertising is growing at tremendous speed so much so that it has surpassed TV advertising in its effectiveness. While this is an exciting side of marketing to enter into, it is different from digital in many ways because it is considered an offline media. In this episode, Lindsay Piper Shaw shares her insights on the world of podcast advertising. As a senior marketing consultant at Right Side Up, a leading growth marketing consultancy, Lindsay specializes in scaling podcasts for her clients which include Lyft and Quip. Before this, she worked with clients such as McDonald’s and Honda. We kick off this episode by sharing our own experience with podcast advertising.

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With the landscape of retail in a constant state of flux, both physical and online retailers are perpetually needing to keep up with the latest trends. Ben Crudo joins us today to talk about his experiences in e-commerce as CEO of diff Agency and why he places so much importance on the values of a company. Diff builds custom e-commerce websites for some of the world’s biggest online retailers. Ben has a deep family history in retail, which is what fuels his passion for online retail today. He is also a champion of accessible websites, a topic and a set of standards that are rapidly gaining more importance as our lives migrate more and more into digital environments.

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The marketing space is growing increasingly saturated with hollow, one-dimensional, and even culturally exploitative marketing campaigns, and peoples’ ability to see through these shallow plays is sharper than ever. Brands and marketers know they have to tell stories and be discoverable, but their approach can either make them feel dated, lazy or out of touch or the complete opposite. Today’s guest is Tamon George, co-founder of Creative Theory, a consultancy/creative agency that helps their clients identify a path to their true story, navigate important culture moments, and prioritize diversity and representation in their marketing and engagement efforts.

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Some brands build a client base through the sheer force of capital, while others build relationships through more intuitive and engaging methods. The former group push their own visibility and earn purchases by being the loudest, but the people who buy their products never see themselves as more than customers. The latter group, the Nikes and Apples of the world, focus on making impressions rather than buying them, and the people who engage with their products tend to evolve from customers into loyal brand advocates. Today’s guest is Chris Kneeland, co-founder of Cult Collective, The Gathering, and Communo. He joins us today to talk about these three projects and how they all revolve around a central principle of building relationships vs just producing transactions, so as to engage with customers in ways that exceed the mundane, thereby producing cult followings and brand advocacy.

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Welcome to the finale of season one and the first time we feature two guests on the show at the same time! Our topic for today’s conversation is influencer marketing, and we are fortunate to have Jay McDonald and Kayley Reed share their thoughts on the subject. Kayley is an influencer marketing strategist, founder of Hermana agency, and host of the Self Care Sunday podcast.

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It’s a big claim to say that you built the first social media agency, but it’s one Mike Germano can safely make having founded Carrot Creative out of his basement in 2005. Being a self-proclaimed nerd, Mike had always been into building community websites and when he saw Facebook pop up at some nearby Ivy League schools, he was certain of one thing: social media was the future. Through a forged college internship, Carrot was born. A combination of living and breathing social media, excellent timing and no fear of punching above their weight saw Carrot blazing the trail as the first agency of their kind. Social was so new in 2009, that being the first on the scene became powerful positioning for them.

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In the age of social media and instant gratification, working in a creative field can sometimes get frustrating when our success is not immediate. It’s easy to forget that building a craft and skill takes time, and there’s no way of getting around that. Putting in the hours will always pay dividends and our guest today, Viktor Radics is a shining example of this. As a self-taught photographer, Viktor felt a rush and a deep sense of joy when he first started taking photographs. While his journey began casually, shooting photos of friends and music gigs, the intention was always there to have photography be a fundamental part of his life. Nearly 15 years passed between him picking up his first camera to working with an agency, and then recently going freelance. Viktor starts the discussion by sharing more about his photography journey and the various meandering paths it has taken. He also discusses how the lifestyle photography he specializes in is used in marketing.

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Instagram is by far our favourite online platform for a variety of reasons and our guest today, Taylor Loren of Later, may love it even more than we do. Taylor is a strategic marketer with over 10 years of industry experience and is the Head of Content Marketing at Later, the number one marketing platform for Instagram (over 2 million users globally). Taylor is a thought leader in the content marketing space and she joins us on the podcast to dig deep into the ins and outs of Instagram, why you should treat Instagram Stories as its own platform, and how brands can make the most of the social media in 2019. We delve into some details about Later, such as their approach to Instagram content, metrics, and how they manage their timely and authoritative blog, and Taylor also addresses the importance of being authentic on the platform.

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Our guest for today is Owen Reader, author of The Pot Apocalypse and founder of cannabis-focused non-traditional marketing consultancy Indelible. Owen talks to us about what drew him to the world of marketing, and how he stayed true to his devotion to brand-as-experience despite chiding teachers and the eye-rolls of his competitors, and how he translated it into the strategies he now deploys through Indelible. Our conversation with Owen covers a variety of topics and he talks with the knowledge and insight of a visionary. We hear all about how he built his first-team and learned lessons through a mixture of mentorship and mistakes, his journey with Cult leading to Indelible, and his entry into the cannabis industry.

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Today we’re joined by Rebekah Ho, former senior social media executive at Hypebae, as she shares about managing a community of over one million followers, operating on a 24-hour news cycle, and launching the HYPEBAE Beauty social media channels from scratch. As the female offshoot of HYPEBEAST, HYPEBAE had to carve out its own niche as a new addition to the brand and find a way to reach women despite beginning with a predominantly male audience. Rebekah walks us through the strategies and adjustments her team used in order to engage female like-minded audiences, disrupt beauty norms, and weed out the trolls.

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ATTN: Black Friday is the biggest shopping day of the year! That’s right, Black Friday and Cyber Monday are what we call “the most wonderful time of the year” for ecommerce brands because customers are ready and willing to exchange their hard-earned dollars for the products you’re selling. The only downside: attention and conversions during the BFCM weekend come at a premium. Everyone who’s anyone is advertising, but we still believe that this is a great time to throw your hat in the ring, acquire new customers, and generate sales.

After running Black Friday ad campaigns for years, we’ve put together some best practices, streamlined strategies, and pro tips that we believe will help maximize returns for any ecommerce brand during the BFCM weekend. In this episode, we lay out a step-by-step plan that advertisers can follow to create a paid social plan that actually converts. In the past, we’ve seen ecommerce clients achieve as high as 20-30x return on ad spend (ROAS) using these tactics and we’re confident that it can help you maximize revenue from your ad dollars.

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Katherine “Kat” Andrikopoulos joins us for an enlightening conversation about the ins and outs of digital marketing. A performance and brand marketing expert and the self-proclaimed “Beyoncé of Digital Marketing,” Kat has been the brains behind the paid ad strategies of prominent brands such as Joe Fresh, Loblaws, and Garnier. In addition to her impressive digital marketing accolades, she is passionate about giving back, and does so through a women’s event called Filling the Gap where she helped raise nearly $500,000 towards Alzheimers Society. In this episode, Kat talks about where her love of advertising and marketing began, and how she attacks paid online strategies. We dive into key tools for digital marketing, the pros and cons of various platforms, and the tricky balance between demand generation and capture. Kat gives tons of advice for both new and established brands, highlighting the importance of thorough research and planning before establishing the budget and going live.

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Today on the podcast, we welcome Caroline Carter of CSuite Content Agency. Caroline has worked for over a decade in lifestyle and tech PR and her boutique thought leadership agency focuses on helping CEOs and senior executives to define their personal brand, share their vision, and bring a human story to their business. Her work has helped world-class business leaders build and leverage their social media presence, make waves on speaking circuits, and punch above their weight with placements in top-tier press. Among her clients are the leaders of North America’s top technology companies who are now regular contributors to publications like Forbes, Tech Crunch, Entrepreneur, and more. Caroline has a fascinating background as an actress, journalist, and even a stand-up comedian! She is also a new mom and discusses how motherhood has impacted her career. She’s a brilliant example of someone who has brought the diversity of past experiences to enhance her leadership and expertise today. In this episode, Caroline inspires us to embrace the often random, hard steps toward our goals and dream job. We also discuss why the core of any entrepreneurial venture ultimately comes down to defining your values and humanizing your business through storytelling that connects. In addition, Caroline dives into her top tips for systemization, leveraging social media, and mentorship. This inspiring episode is relevant not only for CEO’s, but for business leaders, freelancers, entrepreneurs, and anyone who wants to carve out a niche or establish themselves as an expert in their field.

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Today we are excited to introduce our first guest on the show, Ian Jolin-Rasmussen, better known as Jolin Ras. A sound designer, composer, and DJ, Ian gives us a breakdown of how important sound design is when producing video content. He’s also a husband and a father and therefore knows all about the challenges of balancing your personal and professional life. Starting each morning with a 4:30 a.m. workout, Ian is fiercely disciplined and makes the most of those hours while everyone else is still sleeping. What emerges from our conversation is the importance of sound design and original music when it comes to marketing content, and Ian discusses the integrated yet distinct roles of a composer, sound designer, and producer. We also chat about how he cold-called, and used online forums (pre-social media!) to connect with the likes of Madbury Club and Vayner Media. Ian breaks down some of the amazing brands he’s worked with including Nike, Reigning Champ, Ciroc, and Asics. Traditionally a lot of marketing focus is placed on the visual components of campaigns, and you often don’t really notice the audio until it’s done poorly. But listening to what Ian has to say, you will learn why you need to be paying close attention to every layer of creative. For all the marketers who are involved in the production of engaging social media content or campaigns, this episode will give you some food for thought.

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Welcome to The Wave Social Podcast! We’ve created a show for digital marketers, advertisers and modern entrepreneurs who want to start making waves online. Each episode we will sit down with the tastemakers and strategic minds behind the most engaged communities and up-and-coming brands who will share with you a ton of advice and strategies that have seen them to success. This episode is all about getting to know us, your hosts Mike and Mitzi Payne, including how we got into the marketing space and even how we ended up dating and (spoiler alert!) getting married. We’re parents, marketers and we also make a darn good business team, bringing our complementary talents into one package under the Arcade brand. Take a listen to hear about how we got our start in digital marketing, why we began working for ourselves, and what lead us to the decision to merge our companies to form Arcade Studios.

WAVES SOCIAL ON INSTAGRAM: https://www.instagram.com/wavessocial/

MITZI PAYNE ON INSTAGRAM: https://www.instagram.com/mmmitzi/

MIKE PAYNE ON INSTAGRAM: https://www.instagram.com/mmmiiike/

Waves Social Podcast: Recent Episodes

Mitzi Payne & Mike Payne

2 - Prioritizing personal health practices. How we’ve budgeted to be able to invest in our health.

3 - Taking vacations vs traveling and working. The importance of being fully on a break while you’re on vacation.

4 - Finding hobbies and passion projects to keep you motivated and avoid burnout. Why it’s important to keep some projects just for yourself.

5 - Physical boundaries with work. Why we love working from our office and our tips if you don’t have an office or spare room to work from.

6 - Delegate, delegate, delegate. How we learned to let go and allow our team to take over the tasks we love, but don’t have time for anymore.