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Social Pros Podcast

English, Mass media, 1 season, 565 episodes, 3 days, 7 hours, 8 minutes
About
Social Pros shines the spotlight on social media practitioners, people doing the real work for real companies. Each episode includes insights from a leading social media strategist plus current trends and ideas in the social media industry, discussed and ratified or debunked by Jay Baer of Convince & Convert and Adam Brown of Salesforce. Finally, each episode ends with The Big Two where our guest gives us their rapid-fire answers to two important questions.
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How Data Is Helping Sekisui House Make Home the “Happiest Place in the World”

Is it true that many Americans perceive their homes not just as living spaces, but as vehicles for wealth accumulation? And can this lead to a disconnect between their desires and the reality of home ownership? In this episode of Data-Driven Decisions, we find out.  What do Americans really want from their homes?  Is it just a cozy living space, or something more profound? Join us as we dive into the psyche of the modern homeowner with Erin Willis, Chief Insight and Marketing Officer at Sekisui House, one of America’s leading home builders. We look at the importance of understanding customer happiness and how it's at the core of creating homes that truly feel like a sanctuary. Erin also delves into the methodology behind Sekisui House's customer-centric approach, revealing the synergy between data-driven decisions and a genuine understanding of customer needs.  From leveraging video diaries for real insights to incorporating behavioral science into home design, this episode shines a light on the innovative strategies employed to make homes that genuinely cater to the happiness and health of their residents. This includes addressing common challenges like storage and space optimization, which are crucial for creating a stress-free, comfortable living environment.  Erin also shares the exciting launch of SHAWOOD, a brand that exemplifies Sekisui House's commitment to offering architecturally unique, environmentally friendly homes that meet modern needs.  In This Episode: 01:04 - Introducing Erin Willis and Sekisui House 03:09 - The overall strategic goals of Erin’s role as Chief Insight and Marketing Officer  05:31 - What American homeowners are looking for compared to other countries  08:20 - How Sekisui House conducts research into homeowner needs  10:40 - Building a culture of curiosity in your team and organization 13:29 - Turning insights into messaging that resonates with your audience  16:27 - How the data impacts the content that they create 19:44 - How Sekisui House sets customer expectations and measures them 22:15 - The launch of SHAWOOD and what it means for Sekisui House  25:02 - How Sekisui House validates hypotheses   27:31 - How the company extends customer lifetime value and builds loyalty  30:50 - Advice for marketers to start using data insights to develop a better customer experience 34:03 - Practices and guidelines that promote a sense of safety and creativity within the team 36:20 - Insights Erin wishes she had known at the beginning of her journey 39:23 - Examples of companies Erin admires for marrying customer-centricity and data   Quotes: “Building a culture of curiosity is something that I always encourage organizations to do. What kinds of practices do you have in your team's meetings or in your guidelines or in your processes that help to create that sense of safety, and make sure that folks feel like they can bring their questions and their ideas to the table?” “A lot of Americans view their home as an investment property. It's a vehicle to accumulate wealth. And it ceases to be a home when you start to think about it like that. A lot of people don't feel at home in their homes.” Resources: Sekisui House: https://www.sekisuihouse-global.com/ Connect with Erin on LinkedIn: https://www.linkedin.com/in/erinboggswillis/ Connect with Zontee on LinkedIn: https://www.linkedin.com/in/zonteehou/ Purchase the book at convinceandconvert.com/data-driven (use code CCData20 for 20% off and free shipping in the UK and US) and sign up for more content at convinceandconvert.com.
6/11/202441 minutes, 11 seconds
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Why Brands Need to Look Past Vanity Metrics on Social

Are you focused on the right things on social media? Or are vanity metrics keeping you up at night? In this episode, we take a deep dive into what’s really important on social media for brands with Kate DiLeo, CEO and Brand Architect of The Brand Trifecta. Full Episode Details Join us for an insightful chat with Kate DiLeo, CEO and Brand Architect of The Brand Trifecta, as she shares practical tips for building an authentic brand presence on social media. With a unique background in sales, Kate brings a fresh perspective to brand building on social media. We hear her approach to creating meaningful and real content that reflects her brand voice on LinkedIn and why she chooses to focus on only two platforms for her content. Kate explains that while it’s easy to get caught up on vanity metrics, social pros need to focus on what really matters – being real and connecting with people. She also recommends finding a niche and keeping your content laser-focused rather than trying to talk to everyone. Hear her thoughts on AI, running events, and how she came to write her book, ‘Muting the Megaphone.’ In This Episode: 2:50 - How Kate moved from sales to social 6:05 - How Kate built her brand methodology 8:30 - The importance of developing a clear brand voice 10:41 - Kate’s advice for focusing on LinkedIn as your go-to platform 12:45 - How she finds balance between her real and professional lives on social media 14:37 - AI’s impact on brand building 18:23 - Why finding your niche is key 20:21 - The importance of knowing what to say no to 21:45 - How to start building your brand on social 24:27 - Kate’s experience of running events 26:10 - Kate’s approach to cultivating her network 27:31 - Kate shares details about her current and upcoming book 31:20 - How leaders who can reflect on what’s holding them back 34:01 - Kate’s top tip for aspiring social pros Resources Download ICUC’s Data-Driven Personalization Report Connect with Kate on LinkedIn Follow Kate on Instagram Visit SocialPros.com for more insights from your favorite social media marketers.
6/7/202444 minutes, 50 seconds
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Introducing Data-Driven Decisions Lessons from Marketing Leaders That Drive Results

New podcast series alert from Convince & Convert!  Full Episode Details A brand new series hosted by Zontee Hou, our Managing Director, looks at the lessons we can take from data to inform the best marketing practices and internal culture. In this trailer episode, we catch a bit of her interview with Daniel Lemin on the Social Pros podcast, where she talks about her new book Data-Driven Personalization. She discusses some of the key insights from the book, why marketers need to have a more important presence at the ‘data table’, and how the concepts in the book apply to every marketer. Data is more important than ever and gives marketers a seat at the table, not just when it comes to marketing decisions but also discussions that affect company culture, team structure, and sales. The book and podcast explore lessons and insights for marketers to get more out of the data they have and translate that into impactful and personalized customer experiences that increase customer lifetime value and allow us to develop more engaging marketing strategies. In This Episode: An introduction to the book, ‘Data-Driven Personalization’ What we can learn from companies who use data to drive decision-making Why we’re launching the Data-Driven Decisions podcast Topics the podcast will cover Quotes: “Whenever I can capture stories and share them and also explore why people made the decisions that they did behind the data, it makes it more tangible for us as marketers, and it makes it more usable to the folks who are looking at this content.” “We're not just going to be talking about marketing specifically, we're also going to be talking about the nexus of marketing and sales, the nexus of data and internal culture. So there's going to be a lot of really fascinating conversations.” “My goal is to make sure that you are really seeing how these ideas are applicable within your own organizations so that you have ideas of how you can make a more impactful marketing presence through data.” Resources: Connect with Zontee on LinkedIn: https://www.linkedin.com/in/zonteehou/ Purchase the book at convinceandconvert.com/data-driven (use code CCData20 for 20% off and free shipping in the UK and US) and sign up for more content at convinceandconvert.com.
6/4/20249 minutes, 49 seconds
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Why Creativity Is the New Productivity

As a creative, where do you stand on AI? Do you see it as a friend or foe? In this episode of Social Pros, we speak to Simon Berg, Founder of Ceros, who talks about the use of AI in the creative space and how we can find that happy place in the middle…  Full Episode Details New AI tools are coming at us thick and fast. That genie has well and truly left the bottle and as creatives, it’s time to decide whether we will embrace it as a part of our work processes or get left behind. While this might sound harsh to some, it’s the conversation that everyone is having and it was great to dive into it with British entrepreneur and thought leader in AI and creativity, Simon Berg. Simon opens up about his journey from struggling with academic and family constraints, to finding solace in creative expression. He emphasizes the significance of embracing AI as a collaborator, providing many of his own experiences navigating its potential and challenges. He also talks about the importance of authenticity, how to effectively brief AI tools, and the role of constructive feedback in personal and professional growth. Simon also expresses his vision for a future where productivity is driven by creativity, underscoring the necessity for organizations to adapt to the insanely quick advancements in AI technology. In This Episode: 1:08 - The early days of Ceros and what it is today  2:33 - What it was about the creative space that Simon felt needed a solution like Ceros 4:56 - How Simon came to start interacting with AI and how he feels about it as a creative  8:23 - Simon’s advice for creatives worried about gen AI uprooting everything they’ve known 13:06 - Why we should play with AI and the benefits 15:08 - How organizations should support and onboard their people when introducing new AI tools 18:54 - Unpacking the concerns around the opportunity for AI tools to inherit bias  19:37 - How to brief your AI companion better so the results are authentic and accurate  25:36 - Simon’s advice to someone looking to express themselves more creatively  25:46 - Why you need to surround yourself with people who tell you what you need to hear not what you want to hear 29:51 - What Simon is most looking forward to over the next five years 32:30 - Where to connect with Simon 33:43 - Simon’s advice to Social Pros Resources Grab your free Social Media Audit Bundle Meet Gemma Connect with Simon on LinkedIn Visit SocialPros.com for more insights from your favorite social media marketers.
6/1/202443 minutes, 44 seconds
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Why Brands Need to Lean into the Moment on Social

If you want to connect with your audience in the here and now, you’ve got to lean into the moment. That’s one of the key takeaways from this episode with Renee D. Edwards, Global Social & Brand Marketing Executive. Renee brings bags of experience and wisdom to this episode, having worked with huge brands like IBM, Intel, and Samsung.  Full Episode Details All brands want to build that all-important connection with the audience on social media. But it is definitely easier said than done. Luckily, we have Renee D. Edwards on the show to give us some pointers on embracing and building your community on social media. For Renee, sometimes social pros need to “color outside the lines” and try something a little different – whether that be spending extra time engaging in the comments or collaborating with brands and content creators. We hear in this episode how social comments are “the new Twitter,” and why social pros should spend time connecting with people and other brands via comments. Renee shares her take on why she values collaboration over competition. While social media is a highly competitive place, sometimes it pays dividends to collaborate with other brands to create fun, refreshing content that stands out on your audience’s social feed. We also hear her thoughts on AI, authentic content, working with content creators, and more. In This Episode: 2:22 - Renee shares what she’s working on and is most passionate about 4:05 - The themes Renee is seeing in the B2B space 6:57 - Leaning into the moment on social 8:35 - How B2B and B2C social strategies differ 10:35 - Being social savvy on LinkedIn as a B2B leader 13:27 - How AI is shaping how social platforms are used 14:18 - Why comments are the new Twitter 18:55 - Best practices for handling comments on social media 20:43 - How to balance collaboration with competition 22:40 - Renee’s favorite campaigns as a Webby Awards judge 25:21 - Highlights from Renee’s career 27:08 - Renee’s experience being an advisory board member of Storythings 29:09 - What brands can learn from content creators 32:54 - Renee’s favorite brands to follow on social media 35:44 - How to connect with Renee  36:53 - Renee’s advice for those looking to become a social pro Resources Join the Social Pros LinkedIn community Connect with Renee on LinkedIn Visit SocialPros.com for more insights from your favorite social media marketers.
5/24/202449 minutes, 10 seconds
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How to Build a Future Ready Brand

Is your brand ready for the future? Being a future-ready brand is about more than just hopping onto the latest tech trends. In this episode, we hear about what marketers can do to keep their brands ahead of the game. We welcomed Mitch Duckler, Managing Partner at FullSurge & Bestselling Author of The Future-Ready Brand and The Indispensable Brand, to share insights he uncovered in his research. Full Episode Details Mitch Duckler, as Managing Partner of consultancy firm FullSurge, is well-versed in what brands can do to drive and accelerate growth. And a big part of growth is looking forward to the future. So how can you make your brand future-ready? When writing his recent book, The Future-Ready Brand, Mitch interviewed CMOs from Fortune 500 companies to get their perspectives on new technology, audience expectations, and how they’re preparing for the future. We hear some brilliant insights into how CMOs at some of the top brands are experimenting with technology like AI and AR, and why they’re trending cautiously right now. Mitch talks in detail about the differences in generations and how Gen Z, an important demographic for brands, prefers content that’s authentic, not polished, and brands with a clear purpose. In This Episode: 2:03 - A background on Mitch, his role, and book 3:27 - The most surprising feedback Mitch received from CMOs 5:28 - How brands are balancing using AI with maintaining brand identity 8:13 - Why brands with a clear purpose are popular with Gen Z 10:48 - How brands are pivoting due to societal changes 12:57 - How brands are targeting different generations on different platforms  15:28 - Why control has shifted to the consumer on social media 18:24 - How emerging technologies are helping brands meet their audience where they are 23:12 - What smaller brands can do with limited resources 27:14 - Mitch’s tip for anyone looking to become a marketer or social pro Resources ICUC’s 2024 State of Data-Driven Personalization report Connect with Mitch on LinkedIn Visit SocialPros.com for more insights from your favorite social media marketers.
5/17/202438 minutes, 58 seconds
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A Deep Dive into Hootsuite’s Social Media Consumer Report

Why do people follow brands on social media? What prompts them to unfollow? How close are social media followers to becoming customers? These are important questions that just about every social pro has asked themselves. We can make guesses and predictions, but what does the data say? Hootsuite’s Social Media Consumer Report is full of incredibly useful data for marketers, and their Head of Content, Sarah Dawley, joins this episode to talk us through it. Full Episode Details Social media is changing all the time, and with it, consumer expectations, preferences, and behavior. Hootsuite’s latest report provides solid data answering the key questions marketers have about social media. Sarah Dawley, the Head of Content at Hootsuite, joins us in this episode to highlight the most important findings for social pros to be aware of. The data that Sarah takes us through answers key questions on why people follow and unfollow brands, the top things consumers are looking for, and how brands can tap into that. We talk about some of the more surprising findings around purchase intent, plus the not-so-surprising findings too. Sarah gives her take on AI in social content generation and how it relates to (and potentially harms) the audience’s need for authentic content. We also hear some great tips on how brands can reuse and repurpose content, Hootsuite’s fantastic method for promoting the report, and why B2B social content should never be boring. In This Episode: 2:30 - An introduction to the report 4:38 - How brands can connect with their audience 6:17 - The top thing that surprised Sarah about the data 8:05 - Why people unfollow or don’t follow brands in the first place 12:11 - How the use of AI affects authentic content 15:01 - How can teams use AI 17:33 - Why people follow brands on social media 21:17 - Advice on building an efficient content strategy 23:16 - The trick with repurposing content  24:32 - How Hootsuite promoted their latest report 27:40 - What holds B2B brands back? 30:13 - Where to find the report 31:42 - Sarah’s top tip for social pros Resources Join the Social Pros community on LinkedIn Follow Sarah on X Connect with Sarah on LinkedIn Hootsuite's Social Trends Report Visit SocialPros.com for more insights from your favorite social media marketers.
5/10/202443 minutes, 36 seconds
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How Bennie Johnson Amplifies Magic at the American Marketing Association

Get ready to learn about the magic of marketing! Bennie F. Johnson, CEO of the American Marketing Association, joins the Social Pros podcast to shed light on why he believes marketing is equal parts art, science, and magic. Full Episode Details The American Marketing Association is probably an organization you’re familiar with, and in this episode, we welcomed none other than the CEO himself, Bennie F. Johnson, for a fantastic conversation. Bennie shares some background of AMA and how it supports those on the academic and practitioner side of marketing. We hear his thoughts on AI and the ethical and legal considerations that marketing pros need to know about – some of which differ by state and country. Bennie also explains why LinkedIn is the platform of choice for his personal brand and AMA. Bennie shares his advice for the future marketing leaders out there, and we chat about why marketing today doesn’t just belong in the creative realm. There’s also a science to it (with a dash of magic too). He outlines how marketing pros can communicate the value of marketing to a wider organization, the importance of taking risks, and his advice for the Social Pros community. In This Episode: 2:15 - How the American Marketing Association supports the marketing community 6:05 - Why marketers need communities more than ever 8:35 - How marketers can embrace AI 12:07 - What marketers need to know about different privacy regulations 14:20 - Balancing communication with community members 18:31 - How Bennie speaks to future marketers 21:45 - How marketers can communicate their value to a wider organization 25:53 - Why risk and curiosity are key to marketing 30:44 - Leading authentically in marketing 32:30 - Bennie’s one tip for those wanting to become a social pro Resources Join the Social Pros community on LinkedIn American Marketing Association Connect with Bennie on LinkedIn Visit SocialPros.com for more insights from your favorite social media marketers.
5/3/202445 minutes, 33 seconds
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Why Better Stories Start with Better Questions

In the world of podcasting, the most important element is the story you’re trying to tell. You can have all the best equipment at hand, but it’s the story that makes it. We’re getting a little meta this week with a podcast episode about podcast episodes and storytelling with Elaine Appleton Grant, CEO of Podcast Allies and Host of the Sound Judgment podcast. Full Episode Details Now, we’re no strangers to sharing great stories on this podcast. But this episode is a little different. We peek behind the curtain and look at what it takes to unravel these stories in a podcast. And it all begins with the host. The host of Sound Judgment and CEO of Podcast Allies, Elaine Appleton Grant, gives us a masterclass on how to tell a great story by asking great questions and being curious above all.  Elaine shares plenty of anecdotes from her career and the brilliant public speakers and podcasters she’s met along the way, including the former host of this very podcast, Jay Baer. In each of these stories, Elaine breaks down the key lessons she’s learned and teaches to others, including the importance of preparation, asking questions that really dig into the details, and how to be a good listener.  There’s so much to take away from this episode if you’re interested in starting a podcast or want to improve your hosting skills. But equally, there’s plenty of value if you’re in the business of telling stories on social media.  In This Episode: 2:25 - Why it’s so important to share and tell stories 4:00 - What Elaine learned from Jay Baer’s Standing Ovation podcast 5:50 - Elaine gives a breakdown of what her podcast is about 7:51 - Elaine’s background in storytelling 9:51 - How Elaine approaches getting into deeper stories on her podcast 16:34 - How framing questions the right way helps you mine for stories 22:54 - How to become a great listener 25:25 - Why curiosity is the key skill 26:29 - How looking for different perspectives can uncover multitudes of stories 33:08 - How do you start becoming an expert storyteller 37:11 - The final two questions  Resources Grab your free Social Media Audit Bundle The Sound Judgment podcast Podcast Allies Connect with Elaine on LinkedIn Follow Elaine on Instagram Visit SocialPros.com for more insights from your favorite social media marketers.
4/26/202444 minutes, 13 seconds
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How the Consumer Product Safety Commission Adds Hope to Social

Joseph Galbo, Social Media Specialist at the U.S. Consumer Product Safety Commission, is a certified friend of the Social Pros podcast! We’re thrilled to have him back as a third-time guest on the show to talk about his work at CPSC and his tips for making safety content fun and engaging. Full Episode Details How do you take something like product safety information and turn it into a library of fun, interesting, and entertaining content? Well, Joseph Galbo, Social Media Specialist at the U.S. Consumer Product Safety Commission, shares his secrets in this episode. We hear a rundown of what social is like at CSPC, how it’s changed since we last spoke, and Joseph’s creative approach to getting important information out there. Joseph shares stories of unique social campaigns he’s worked on, from the CPSC album drop to its Marvel-like universe of characters, including Potato the Dog, Copernicus Jackson the Cat, and Quinn the Quarantine Fox, who all share important messages with the public. Aside from talking about safety memes, Joseph chats about the importance of engagement data, evergreen content, and communicating different safety issues around the U.S. In This Episode: 3:35 - What social media is like at CPSC and what’s changed 6:25 - How CPSC strikes a balance between serious information and fun content 8:40 - Joseph explains the album drop campaign 13:50 - Taking a more creative approach to communicating with the public 15:52 - How Joseph gets creative ideas approved 19:28 - How government agencies are evolving on social 26:47 - How CPSC uses engagement data and social listening 29:34 - Joseph explains his favorite projects and why CPSC has a Marvel-like universe of characters 32:47 - Joseph asks our Social Pros hosts about following government accounts 37:08 - Why people are looking for more hopeful content on social 38:13 - Joseph’s top tip for anyone looking to become a social pro Resources Grab your free Social Media Audit Bundle  Follow the US Consumer Product Safety Commission on X  Connect with Joseph on LinkedIn Join the Social Pros community on LinkedIn Visit SocialPros.com for more insights from your favorite social media marketers.
4/19/202442 minutes, 39 seconds
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Why Social Needs a Seat at the Leadership Table

This episode with Fractional VP of Social Media at Social Proof Agency, Robyn Nissim, is a masterclass in social media. Hear about her journey from in-house roles to fractional work, the importance of investing in social media, and much more.  Full Episode Details This episode welcomes Robyn Nissim, who shares her journey from Head of Social at big brands such as Alo Yoga and Anastasia Beverly Hills to her current role as Fractional VP of Social Media for a variety of brands. Robyn reflects on the pivotal shift towards a digital-first approach and emphasizes the importance of adapting in the dynamic social landscape. Host Leanna Pham and guest co-host Sunny Hunt talk to Robyn about how vital it is to invest properly in social, and she highlights the percentage of online users that are influenced by brand social media—a compelling stat that shows just how important it is for brands to be engaging effectively. They talk about the value of tracking impressions, click-through rates, and cultural impact, emphasizing the need for brands to align their strategies with the digital behaviors of their target audience. The conversation also explores Robyn’s thoughts and advice on innovative influencer marketing strategies and the role of social media teams within organizations. Robyn shares her favorite structure for her social teams, advocating for cross-functional collaborations and strategic content planning. They also discuss finding the balance between leveraging trends for brand visibility and maintaining a robust content strategy grounded in brand authenticity.  In This Episode: 0:40 - Robyn expands on her current role 2:14 - What she loves about building teams 3:54 - How she approaches brands that aren’t investing in social 6:13 - Why brands need to invest in roles and responsibilities within the social team 8:42 - Robyn’s ideal social team breakdown 11:32 - How social teams can share their insights with the whole organization 13:06 - Ways small teams can get a seat at the table 15:03 - Trends Robyn is seeing in social currently 21:17 - Advice for starting an influencer program 23:35 - Robyn’s favorite activation and why 26:04 - In-house roles vs fractional roles Resources Grab your free Social Media Audit Bundle Connect with Robyn on LinkedIn Visit SocialPros.com for more insights from your favorite social media marketers.
4/12/202431 minutes, 11 seconds
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How an Ivy League Uses a Social-First Approach to Build Community

How does an Ivy League school manage its social media with a small team? We asked Maya Wesby, Social Media Manager at Harvard Graduate School of Education, for some insider insights into her role on this week’s Social Pros. Full Episode Details With a small social media team consisting of Maya Wesby (Social Media Manager) and a student intern, a key part of Maya’s role is wearing many different hats. While challenging, Maya’s realm of responsibility includes creating social-first content for multiple platforms, videos, editorial content for the website, and even a podcast on top of it all. Maya joins this episode of Social Pros to share her secrets to balancing it all and creating engaging content for students, alumni, faculty members, and anyone else interested in learning about the school. In this episode, we hear how Maya has become a master at prioritizing the best content to work on, how she jumps on opportunities to create new content, and where she gets inspiration from. We also hear a bit about her personal branding on LinkedIn and why she’s a big fan of the platform. In This Episode: 1:38 - Maya gives us an introduction to her role 4:13 - Who Maya’s audience is on different platforms 5:11 - The challenge of managing different brand voices across social media channels 7:07 - Balancing social-first content to build a community with the institution’s needs 8:18 - How Maya prioritizes what content to work on in a small team 10:08 - Maya’s experience with generative AI 13:06 - How Maya seeks out student events that make great social content 14:50 - The types of engagement Maya seeks out and how she manages reporting 16:45 - Maya shares some of her favorite content projects 20:26 - How to review last year’s content and take it up a notch 23:29 - Why Maya uses LinkedIn for her personal brand 27:54 - Maya’s top tip for those looking to become a social pro Resources Grab your free Social Media Audit Bundle Connect with Maya on LinkedIn Follow Harvard Graduate School of Education on X Visit SocialPros.com for more insights from your favorite social media marketers.
4/5/202431 minutes, 38 seconds
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Orcas, Community, and Social Culture

HeyOrca, the uniquely named social media scheduler, is one to keep an eye on for some community-driven content inspiration. Their CEO, Joe Teo joins this episode of Social Pros to share his vision behind collaborative work, building a community, and the story behind the name HeyOrca. Full Episode Details Joe Teo is the CEO, aka “Chief Executive Orca,” at HeyOrca, a social media scheduler built to make collaboration between social teams simpler. He joins the Social Pros podcast to share his philosophy on a community-first approach to social media and advice for social pros to lean into the communities they want to build. Joe explains where the idea behind HeyOrca came from and how important it was to build a tool that makes collaboration easier within social and marketing teams. He talks about customer feedback and how that’s helped HeyOrca to evolve, optimizing video content for social, and the important question you should ask yourself before you post something. In This Episode: 2:04 - A little background on HeyOrca 4:07 - How Joe pivoted his focus to community building 8:00 - Why Joe works closely with users and uses audience feedback to evolve the platform 10:42 - How Joe stays on top of all the evolving changes in social media 14:54 - Joe shares details of his new project, the HeyOrca Podcast 18:13 - Joe explains what it’s like to work with non-profits and faith-based organizations 21:58 - Why Joe has invested more time in his personal brand  27:20 - The important question to ask yourself while building your personal brand 29:00 - Where the name HeyOrca came from 34:07 - Joe’s tip for social pros  Resources Grab your free Social Media Audit Bundle Follow HeyOrca on LinkedIn Follow HeyOrca on Instagram Follow HeyOrca on X The HeyOrca Community on Facebook Visit SocialPros.com for more insights from your favorite social media marketers.
3/29/202437 minutes, 1 second
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How Planoly Empowers Creators to Evolve on Social

Social media for brands has evolved and a big driver of the shift has been the emergence of the creator economy. Audiences resonate with organic, user-generated content on a level rarely seen with other strategies. To talk more about how creators can evolve on social, we welcomed Katelyn Sorensen, the CEO of Planoly. Full Episode Details Planoly is the first social media management tool built by creators, for creators, and CEO Katelyn Sorensen shares her story on the podcast. In this episode, we hear how Planoly helps creators manage their content more effectively and how it partners with many creators to promote the tool. Katelyn is a big fan of the supportive nature of the creator economy, and Planoly’s partnership program makes it easier to connect with creators who want to tell the world how much they love Planoly. We discuss the realities of being a creator and how consistency can pay off in a field with a low barrier to entry but a huge mountain to climb to reach success. Katelyn talks a bit about the evolution of Instagram, and we swap stories on our very first Instagram posts. Thankfully, we’ve all learned a lot since those days… Katelyn also talks about why it’s a good thing that the creator community is less focused on follower counts and more on engagement – which is the real key to success on social. In This Episode: 1:33 - What is Planoly and how do creators use it? 3:23 - How the creator economy has evolved in recent years 6:20 – Katelyn talks about how earlier creators she’s worked with have evolved 8:40 – How Planoly finds great creator stories and works with the community 11:43 – Planoly AI features to help with creator burnout 16:23 - Why creators are less focused on follower counts these days 18:19 - Our very first Instagram posts and what we’ve learned since 20:07 – Katelyn’s favorite moments at Planoly 22:08 - What’s next for Planoly? 25:13 - How Katelyn balances the “always on” world with real life 28:52 - Katelyn’s advice for those looking to become a social pro  Resources Grab your free Social Media Audit Bundle Planoly Follow Katelyn on X Connect with Katelyn on LinkedIn Follow Planoly on LinkedIn Visit SocialPros.com for more insights from your favorite social media marketers.
3/22/202431 minutes, 38 seconds
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Greatest Hits: How DoctorJonPaul Became a Trailblazing Creator

Are you ready to build a brand and become a creator? Then this episode of Social Pros is for you. We revisited one of our favorite episodes from 2023 with DoctorJonPaul. They are the Executive Producer of the BFF: Black, Fat, Femme Podcast, a writer, media critic, speaker, educator…and the list goes on. Hear their secrets to balancing it all while staying grounded.  Full Episode Details  It’s hard to explain everything DoctorJonPaul, Executive Producer of the BFF: Black, Fat, Femme Podcast, achieves with their content, but it’s an inspirational feat. DoctorJonPaul somehow manages to balance writing, creating, podcasting, public speaking, educating, and everything in between and has built a brand that people stop and take notice of.  We hear how they got their start on X originally but expanded to create a web of content and a strong personal brand that goes beyond just one platform. DoctorJonPaul explains why they decided to experiment with different platforms, and we hear about the origin story behind the podcast.  Creating so much content requires focus, and DoctorJonPaul shares their method for balancing it all and staying focused on what matters most. They also impart some words of wisdom on the nature of social media and why it’s important to stay true to your own brand and priorities.   In This Episode:  1:58 - How DoctorJonPaul became a creator  6:31 - Finding balance as a business owner and creator  8:05 - How to decide what to create each day  12:00 – Being intentional with self-promotion  16:09 - DoctorJonPaul’s take on the changes to Twitter/X  19:08 - The importance of branching out into different platforms  23:07 - The origin story of the BFF: Black, Fat, Femme podcast  32:58 - DoctorJonPaul’s advice for creators   Resources  Grab your free Social Media Audit Bundle  DoctorJonPaul’s website   Follow DoctorJonPaul on Twitter   Follow DoctorJonPaul on LinkedIn   Follow DoctorJonPaul on Facebook   Follow DoctorJonPaul on Instagram   Tune in to BFF: Black, Fat, Femme   Visit SocialPros.com for more insights from your favorite social media marketers. 
3/15/202437 minutes, 27 seconds
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How to Be a Higher Ed Marketer with Bart Caylor

Higher education may have been slower to adopt modern marketing practices and technology like AI, but higher ed marketer Bart Caylor is on a mission to change that. As President and Founder of Caylor Solutions and The Higher Ed Marketer, Bart joins the Social Pros podcast to share his lessons on the best marketing practices for higher ed.   Full Episode Details  Bart Caylor, President and Founder of Caylor Solutions and The Higher Ed Marketer, predicts a declining demand for higher ed in the future, meaning schools will face greater competition for a smaller pool of potential students. So, it’s more important than ever that higher ed invests in great marketing practices.  In this episode, Bart shares his predictions for the future of higher ed marketing, what he tries to teach institutions that have been slower to adapt to modern marketing practices, and how schools can utilize AI effectively. Bart believes that AI is often underused, but the trick is learning how to train the AI to give you the results you need.    He shares his thoughts on the importance of content creation, managing marketing budgets, and how to become an authority in the higher ed space. We also hear about his journey to create The Higher Ed Marketer podcast and his book, Chasing Mission Fit: A Marketing Guide to Fill Your Institution with Students Who Will Succeed.  In This Episode:  1:42 - Bart explains how he first entered the higher ed marketing space  3:08 - How higher ed marketing has evolved  5:12 - Bart’s predictions on its future  7:38 - How higher ed marketers can adopt AI and get better at prompting  12:11 – Bart’s favorite use cases for AI  16:28 – Why the “early adopters” are only a few months ahead of everyone else  18:23 - Bart’s thoughts on younger people getting into higher ed marketing  22:16 - Using the necessary skills to succeed in modern marketing  24:10 - Why you don’t have to market to everyone  25:34 - Where Bart finds inspiration  28:57 - Emerging trends that marketers should pay attention to  31:40 - Insights and themes in Bart’s podcast  34:09 - How marketers are making mistakes  38:00 - Bart’s top tip for those looking to become a social pro  Resources  Grab your free Social Media Audit Bundle  Connect with Bart on LinkedIn  Listen to The Higher Ed Marketer podcast  Follow Bart on Twitter  Visit SocialPros.com for more insights from your favorite social media marketers. 
3/8/202442 minutes, 28 seconds
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The State of Creators, Agencies, and Influencers with Nathan Jun Poekert

Brands and agencies are increasingly using influencers and creators to collaborate on social media content, but it’s still a brand new world for many in the social media space. Nathan Jun Poekert, Fractional Head of Social & Consultant, Founder of JUN Social, joins us on the Social Pros podcast to share his take on the current landscape of influencer marketing and collaborating with creators.   Full Episode Details   For influencers/creators and agencies to work in harmony, both sides may need to evolve in one way or another. This is one of the top takeaways from Nathan Jun Poekert, Fractional Head of Social & Consultant, Founder of JUN Social, in this episode of Social Pros.   As someone who’s collaborated with creators many times, Nathan shares his experiences and why he always prefers to work with creators who treat their work like a business, not just a creative venture. He gives his thoughts on influencer pay, how to attribute success the right way, and why timeliness is the golden ticket to great social content.  Nathan’s mic drop moment in this episode is around the approval process when it comes to bringing new ideas to clients and getting them out there. He says that social pros need to work fast to jump on trends, but sometimes agencies make this tough with long-winded approval processes.   In This Episode:  1:24 - Nathan’s perspective on working with influencers   4:28 - Why attributing success is so important when working with influencers   7:55 - Why creators who treat their work like a business are the most successful  10:40 - The growing pains of the creator industry   16:39 - Why Nathan believes social agencies need to evolve  22:09 - Why social agencies need to move fast and what’s stopping them  28:22 – The importance of giving social pros the freedom to enact ideas  30:51 - What a Chief Social Officer role could look like   34:10 – Why consistency both on social and the buying experience is key  35:58 - Who will be the first big company to make a CSO role?  39: 48 Nathan’s top tip for those looking to become a social pro  Resources  Grab your free Social Media Audit Bundle  Connect with Nathan on LinkedIn Visit SocialPros.com for more insights from your favorite social media marketers. 
3/1/202444 minutes, 43 seconds
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Why Focus is the Path to Success with Justin Tse

Content creators each have their own journeys and secrets to success, but for Justin Tse, content creator and CEO of Feature Media, it’s all about staying focused and consistently creating content that you love.  Full Episode Details   Two years since he was last on the show, Justin Tse, content creator and CEO of Feature Media, joins us on this episode of Social Pros to share some insights into how to succeed in content creation.  Justin explains how he’s able to stay focused and invested in his own work while maintaining a healthy audience in multiple niches. Starting out as a tech channel, Justin has branched out into lifestyle, travel, and car content, and this has proven to be beneficial in many ways, especially when it comes to brand partnerships.   We hear Justin’s advice on finding inspiration versus copying what others are creating and why it’s so important to build your own formula for success. Justin also shares his advice for new content creators and explains what he would focus on if he started from scratch today.   In This Episode:  2:58 - How Justin stays interested in content creation   5:51 - Justin tells us about winning Youth Entrepreneur of the Year in Canada  7:04 - Justin’s advice for younger listeners to stay relevant   9:47 - How Justin balances being true to himself and listening to audience feedback  11:51 - Justin shares details about his pivot toward travel content   13:36 - The benefits of working in multiple niches   15:38 - The value of collaborations with creators   16:56 - What’s changed in content creation since Justin first launched his Creator Cashflow course   19:14 – Pivoting between short and long-form content  19:51 - Becoming an influencer without a plan   21:36 - Content that inspires Justin   22:42 - Where Justin would start if he were to begin his creator journey from scratch  24:50 - Why content creation is sometimes about going with the flow  26:46 - Best practices for those working with brand partnerships  29:22 – Can brands compete with influencers?  32:48 – Why Justin moved away from podcasting  33:58 - Justin’s platforms of choice  36:59 – Balancing evergreen content with timely content  37:58 – Recent content projects Justin has worked on  39:59 - Justin’s top tip for those looking to become a social pro  Resources Grab your free Social Media Audit Bundle  Follow Justin on Instagram  Follow Justin on YouTube   Connect with Justin on LinkedIn  Visit SocialPros.com for more insights from your favorite social media marketers. 
2/23/202442 minutes, 9 seconds
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How a Social Pro Pivoted from Sports to Startup Success

If you're in the market for career advice, this is the episode of Social Pros you need. We speak to Eric Stark, co-founder and President at Slate who provides some excellent reminders on how to be a decent human being, a great colleague and ultimately progress in your career.   Full Episode Details  This week’s guest is Eric Stark, Co-founder and President at Slate, and previously with the NFL in several different capacities. He joins this episode to tell us about his transition from working in social for a massive organization like the NFL to launching and running his own successful start-up.   He opens up about his own career progression and how he believes social pros, wherever they are in their career, can set themselves up for success. Eric has a deep understanding of what it’s like to manage the expectations of multiple teams when it comes to social and provides his thoughts on how to get your wins acknowledged and appreciated by your organization. Plus, why it’s important not to be too precious about what goes out on the channels you manage.    Eric also chats about how some of the best people he knows in social don’t maintain a personal brand and why that is often a good thing…     In This Episode:  1:35 - Eric explains what Slade is and what it does 4:46 - Why they expanded beyond sports and some new power users 9:23 - How social media is the centrepiece of the marketing team 10:31 - The best ways to grow and be promoted when you’re in social 12:20 - What Eric would tell his younger self 14:20 - Eric’s advice for social media managers who feel undervalued by their organization 16:23 - Why you shouldn’t wait to share your exciting wins with the organization as a whole 21:36 - Thoughts on whether having a personal brand is vital for those in social 23:56 - The benefits of having a strong personal brand 28:14 - What it’s like running a company like Slate now  Resources  Grab your free Social Media Audit Bundle  Connect with Eric on LinkedIn  Visit SocialPros.com for more insights from your favorite social media marketers. 
2/16/202436 minutes, 33 seconds
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How Student Creators Fuel Boston University’s Social Presence

If you want to showcase the experience of being a student, who better to ask than the students themselves? We shine the spotlight on Boston University’s student creator program with Director of Social Media Dave McDonald. Much like with user-generated content, student creators bring authenticity, creativity, and expert knowledge to their audience.  Full Episode Details   Dave McDonald, Boston University’s Director of Social Media, joins Social Pros to talk about his Terrier Creator Program - a program for student social media creators to produce content about student life.   The program has been a huge success since its launch. BU’s social media content is fresh, engaging, and highly targeted to its audience because student creators have in-depth knowledge of what the target audience wants to see and engage with.   Dave explains how the program operates, his approach to coaching students, and why he prefers to let the students flex their creativity rather than restrict them with formal creative briefs. Dave also speaks about the importance of following trends, optimizing content for platforms, reporting on metrics, and ensuring creators always have the chance to bring new ideas to the table.  In This Episode:  1:22 - Dave explains his day-to-day responsibilities and the programs he runs 2:31 - How Boston University builds its international social presence 4:25 - Why reporting is so critical for Boston University’s social push 5:30 - What the Terrier Creator Program involves 8:42 – How the program optimizes content creation for each platform 10:07 – Why the program is open to new ideas from student creators 13:04 - How student creators highlight the student experience on social 14:09 - How Dave coaches student creators and other university departments 16:26 - The art of the pivot – how Dave coaches people through campaign pivots 17:45 - The importance of testing new ideas and jumping on trends 19:01 – How Dave balances the creator program with scheduled social content 20:30 - Why student creators don’t get strict creative briefs 23:03 - Dave’s advice on working with student content 24:27 – Dave shares some standout content stories 25:57 - What’s next for Dave’s team 28:59 - Dave’s top tip for becoming a social pro Resources  Grab your free Social Media Audit Bundle  Learn more about the Terrier Creator Program at Boston University  Connect with Dave on LinkedIn  Visit SocialPros.com for more insights from your favorite social media marketers. 
2/9/202430 minutes, 28 seconds
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What Dik Dik’s Taught the San Diego Zoo

Animal pics brighten our day here at Convince & Convert. We’re sure you can relate! But we’ve found out that there’s so much more to San Diego Zoo Wildlife Alliance’s social than animal pics. We’re thrilled to welcome their Senior Social Media Manager, Taylor Moore, onto Social Pros to tell us more.   Full Episode Details   Everyone loves animal content on social feeds, right? But what goes into the marketing behind animal content for San Diego Zoo, and how do they tap into humanity’s love for animals and garner meaningful results in the process?  On this episode of Social Pros, Taylor explores why wildlife conservation sits at the very heart of their content strategy and tells us the importance of storytelling on social.  Plus, she shares the story of how she posted a certain viral ‘dik dik pic’ and why great content can be cheeky as long as it’s relevant to your cause.  In This Episode:  2:14 - Taylor explains what the San Diego Zoo is and stands for 2:40 – The difference between San Diego Zoo and the Safari Park   5:46 – How they drive awareness through social   8:31 – How Taylor and her team stay inspired  11:18 – The story behind that Dik Dik post 14:14 – Social pros love hate relationship with content creation  15:49 – Their reptiles vs mammals performance metrics 20:16 – How they use Twitch and why it works 26:46 – How Taylor’s career has evolved and what’s next for her 33:19 – How you can connect with Taylor Resources  Grab your free Social Media Audit Bundle  Connect with Taylor on LinkedIn  Follow Taylor on Instagram  That viral dik-dik pic…    Visit SocialPros.com for more insights from your favorite social media marketers. 
2/2/202435 minutes, 42 seconds
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Why Sacrifice Makes Social Better

If you feel like your social strategy has plateaued, Michael Corcoran, Ex-Head of Social at Ryanair and Managing Partner of Frankly, has some bold suggestions for how you can refresh your approach on this episode of Social Pros.  Full Episode Details   Do you ever feel like you’re posting the same type of content over and over, but not getting the reach or ROI you once were? It can be easy to get stuck in a rut when you’re making risk-free decisions. This is why Michael Corcoran believes it’s time to be bold and question your choices.  In this episode of Social Pros, Michael tells us how brands can pull themselves out of the “sea of sameness” by re-evaluating their priorities on social. He shares how he helped transform Ryanair’s content marketing strategy as their Head of Social and gives us three foundations for a successful strategy.  Michael believes social media is “the biggest pyramid scheme since Tupperware” and in this episode, he tells us why!   In This Episode:  2:07 – Michael’s time at Ryanair  6:10 – What impacted Michael’s marketing at Ryanair  12:18 – Why social platforms should provide entertainment  15:24 – The benefits of lo-fi and creator content   16:45 – Why social media has become a pyramid scheme  26:51 – Michael’s advice for how to break onto social  35:54 – Why social pros need to challenge themselves and their peers  36:14 – Why social shouldn’t be about quick wins  37:04 – Social will continue to evolve  49:03 – Michael’s last two questions  Resources  Grab your free Social Media Audit Bundle  Connect with Michael on LinkedIn  Follow Michael on X  Follow Michael on Instagram    Visit SocialPros.com for more insights from your favorite social media marketers.   
1/26/202454 minutes, 22 seconds
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What a Top Social Media Voice on LinkedIn Thinks About B2B

Cut through the noise on LinkedIn with expert advice from Social Media Strategist and Brand Marketer, Jacqueline Joyner, as she joins this episode of Social Pros.  Full Episode Details   When it comes to creating and consuming B2B content, LinkedIn is the place to be. But with content saturation placing obstacles in your way, how can you create the content that gets your message heard?  Joining Social Pros to share her expert insights, predictions and expertise is Social Media Strategist and Brand Marketer, Jacqueline Joyner. She explains why there’s no secret sauce for social and why she champions experimentation, gut feeling and demonstrating value.  Don’t get her wrong though - there are some best practices she swears by! Jacqueline explains why leveraging data is essential to running a successful social media strategy.  In This Episode:  1:44 – Discussing Jacqueline’s career  5:33 – Why evolution is vital for sustained success on social  6:20 – What to bear in mind when approaching social  8:30 – Can gut feeling and snap decisions create great content?  10:39 – Why you should let content live and breathe  11:00 – Balancing data with creativity  13:52 – Persistence or consistency?  15:29 – Where to start with LinkedIn content  18:13 – How Jacqueline built toward success  22:09 – Where should paid social fit into your strategy?  27:44 – The power of copy  33:13 – The final two  Resources  Grab your free Social Media Audit Bundle  Connect with Jacqueline on LinkedIn  Follow Jacqueline on Twitter/X  Visit SocialPros.com for more insights from your favorite social media marketers. 
1/19/202436 minutes, 29 seconds
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How FIBA 3x3 Went from the Streets to the Olympics

Some brands are built for social media, and FIBA 3x3 is certainly one of them. Their Digital Content Manager, Esteban Gonzalez, shares how their community-led strategy transcends borders on the Social Pros podcast.  Full Episode Details   FIBA 3x3 is a sporting discipline that is just perfect for social. But how do they keep their community spirit alive with a global audience?  Esteban Gonzalez favors a rare tactic – opening the organization’s DMs to the public. This allows him to take suggestions, leverage UGC and foster a “family atmosphere,” as he explains on this episode of Social Pros.  Esteban tells us how his team keeps community front of mind, whether it’s creating regular content or being on-site at events. He shares how FIBA 3x3 adds spontaneity to their content and how they welcome new fans into their community.  Plus, he shares why, if you’re passionate about content, you just need to create it and the opportunities will come.  In This Episode:  1:33 – Esteban introduces FIBA 3x3  4:20 – How Esteban handles FIBA 3x3’s global audience  6:09 – Creating content on the ground  7:54 – Keeping track of a content strategy  11:51 – Honoring different cultures and languages  13:45 – Why 3x3 keep their DMs open  16:40 – Appealing to crossover fans  21:09 – How Esteban grew from intern to manager  25:11 – Encouraging athletes to grow their social presence  30:17 – The power of livestreams  34:21 – Esteban’s final two  Resources  Grab your free Social Media Audit Bundle  Connect with Esteban on LinkedIn  Follow Esteban on Twitter/X  Visit SocialPros.com for more insights from your favorite social media marketers. 
1/12/202437 minutes, 12 seconds
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That’s the Thing about... Jay Acunzo

If there’s one message social pros should live by, it’s to trust ourselves. Find out why as Jay Acunzo, Host of Unthinkable and Co-Founder of Creative Kitchen, returns to Social Pros.    Full Episode Details   When it comes to social, it’s not always easy to trust your instincts. But the most authentic content that resonates with the most people comes when social pros believe in themselves. Jay Acunzo, Host of Unthinkable and Co-Founder of Creative Kitchen, tells us why as he kicks off 2024 with a bang.  We’ve all felt the weight of bosses’ expectations, brand guidelines and our own insecurities, but it’s time we flexed our creative muscles and felt empowered to share innovative ideas.  As Jay explains, audiences love marketing that feels human, and trusting your instincts allows you to share raw insights that no-one else can. He explains why trying new things, telling engaging and unique stories and making the content you really want to make is the key to success on social.   In This Episode:  2:01 – What Jay has done since his last appearance  4:43 – Why authenticity is a priority on social  9:55 – The first towards creating authentic stories  13:26 – The power of trying new things  18:05 – Can Jay’s model apply to everyone?  19:17 – Why AI is your intern, not your rival  27:44 – Jay’s take on perfection  29:22 – Aligning with your boss and keeping your creativity  40:32 – The final two   Resources  Grab your free Social Media Audit Bundle  Visit Jay’s website  Listen to Jay’s podcast  Read to Jay’s newsletter  Connect with Jay on LinkedIn  Follow Jay on Twitter/X  Follow Jay on Instagram  Visit SocialPros.com for more insights from your favorite social media marketers. 
1/5/202443 minutes, 46 seconds
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Why Brands Need to Think Like a Creator

Social media is bursting full of all sorts of creator content. But what lessons can social media marketers take from influencers? We ask Eric Gray, founder of Maverick Content Studio, on Social Pros. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:  ICUC  Full Episode Details   When you believe in the power of engagement and connection, there are tremendous opportunities for success on social.  That’s why Maverick Content Studio founder Eric Gray says it’s time marketers learn valuable lessons from creators and start making simpler, more compelling content.  Creator-style content is not only easy to make, but unlike some content that brings in big numbers chased by CEOs, it fosters a deeper audience connection. Eric shares how entrepreneurs are creating simple yet effective videos, and tells us why social pros should fight their fears and showcase their personalities.   And here’s some more good news… you can start today. Eric says action beats perfection. If you have a phone and a ring light, you’re good to go!  In This Episode:  2:33 – What Eric has been doing since leaving Universal Parks & Resorts  4:12 – Eric’s take on current events in social  8:16 – Why social first is a good marketing tactic  15:33 – Creating compelling content has never been easier  16:34 – Should you test ideas with influencers?  18:33 – The best practices brands should leverage from creators  22:02 – Why action beats perfection on social  26:12 – Eric’s impact on social at Universal Parks & Resorts  29:50 – Discussing Radical Content  32:14 – Eric’s Final Two  Resources  Schedule a consultation with ICUC  Grab your free Social Media Audit Bundle  Connect with Eric on LinkedIn  Follow Eric on Twitter/X  Visit the Maverick Content Studio website  Find out more about Radical Content  Eric’s previous appearance:  How Universal Parks & Resorts Creates In-Park Social Moments (2022)  Visit SocialPros.com for more insights from your favorite social media marketers. 
12/29/202336 minutes, 25 seconds
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Social Pros Unfiltered: Seasonal Campaigns, Fandoms, and the Trend to Watch in 2024

Join us for another deep dive into social media’s burning questions as we welcome Sammy Lent and Zach Fitch to the latest edition of Social Pros Unfiltered. Hear their insights on fandom, why Gen-Z’s pulling back from social and their top predictions for 2024.  Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:  ICUC  Full Episode Details   In 2024, Amazon will become the next big social media platform, brands will return to in-person community building and fans will become our greatest influencers.  Now, you may be wondering how we can predict the future. We can’t! But the closest we can do is ask our Social Pros Unfiltered guests, Sammy Lent and Zach Fitch, for their biggest predictions ahead of 2024.  Zach shares why he forecasts a rise in Amazon influencers (and how it could even create a little beef with TikTok), while Sammy explains why brands will start to leverage fandom to tell authentic stories to their audiences.  Sammy and Zach also discuss how brands should approach seasonal content, how managers can deal with Gen-Z stepping back from social and why LinkedIn’s ‘Open to Work’ badge isn’t such a red flag after all.  In This Episode:  2:18 – What percentage of Gen-Z is on social media?  3:17 – Why are Gen-Z pulling back from social?  11:30 – Should brands do seasonal content campaigns?  21:00 – What brands can learn from fandom culture  32:51 – Should you add the ‘Open to Work’ badge to your LinkedIn profile?  40:09 – Sammy, Zach and Gia’s predictions for 2024  Resources  Schedule a consultation with ICUC  Grab your free Social Media Audit Bundle  Connect with Leanna on LinkedIn  Connect with Gia on LinkedIn  Connect with Sammy on LinkedIn  Follow Sammy on Instagram  Connect with Zach on LinkedIn  Follow Zach on TikTok  Visit SocialPros.com for more insights from your favorite social media marketers. 
12/22/202348 minutes, 19 seconds
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Notion's Community-Driven Approach for Social Success

Have you heard of Notion? You’ve probably already been asked that question…and there’s a good chance that it’s already your “second brain.” Like all great products, it’s the community and the users who make it, so we sat down with Notion’s Head of Influencer Marketing, Lexie Barnhorn, to hear all about it.  Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: ICUC  Full Episode Details   Deemed by many users as their “second brain,” Notion is the go-to place for people to jot down thoughts, ideas, collaborate on business ideas, and create templates for organizing your entire life. If you’ve not already tried it out, this episode with Notion’s Head of Influencer Marketing, Lexie Barnhorn, may just convince you…  Lexie gives us a window into why everyone’s talking about Notion. It doesn’t matter whether you’re following productivity influencers or your favorite D&D DM, the beauty of Notion is you can make it whatever you want. Influencers are at the heart of Notion’s growth and popularity because as Lexie says, they can talk about use cases in their own relatable brand voices.   We hear about Notion’s approach to evergreen influencer content, why trying too hard on TikTok is the wrong approach, how to make your social content more relatable, plus much more!  In This Episode:  1:47 – An introduction to Notion  3:09 – Lexie gives an overview of Notion’s influencer marketing strategy  6:01 – How Notion utilizes unconventional use cases   8:33 – Lexie’s strategy for reaching new communities   10:43 – How Notion balances marketing use cases with product marketing  15:06 – Lexie explains how she acts as an influencer for Notion  18:48 – How Notion maintains brand continuity across platforms   22:14 – The universal truths Lexie has learned while working at Notion  25:40 – How Notion speaks with its community about future developments   27:15 – Notion’s approach to influencer sourcing  32:01 – The final two questions  Resources  Schedule a consultation with ICUC  Grab your free Social Media Audit Bundle  Follow Lexie on Twitter  Connect with Lexie on LinkedIn    Visit SocialPros.com for more insights from your favorite social media marketers. 
12/15/202338 minutes, 3 seconds
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Orangetheory’s Approach to Building A Strong Community on Social

How can global brands cultivate a strong sense of community that keeps their audience interested and engaged on social? We ask Anthony Yepez, Associate Director, Social Media at Orangetheory Fitness, as he returns to chat with us on Social Pros.  Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: ICUC  Full Episode Details   Sustaining a strong community spirit across a global company is not an easy feat. Especially when your brand has franchisees, studios and team members all around the world. So, what is Orangetheory Fitness’ secret?   On this episode of Social Pros, Anthony Yepez shares how social listening, audience understanding and leading by example build the foundations for Orangetheory’s community-led strategy.  He also talks to us about how he uses Reddit for content opportunities and the benefits of consistently leveraging user-generated content (UGC). Plus, he shares his predictions on what’s in store for social pros over the next few years.  In This Episode:  2:59 – Anthony explains Orangetheory and his role  5:46 – Sustaining a “community feeling” for a global brand  8:30 – Balancing individuality with brand goals  13:07 – Instilling a social media mindset  14:56 – How Orangetheory leverages user-generated content  19:24 – Orangetheory’s Reddit strategy  22:15 – Maximizing a small-but-mighty social team  25:11 – Anthony’s predictions for the next year in social  30:52 – Anthony’s Final Two  Resources  Schedule a consultation with ICUC  Grab your free Social Media Audit Bundle  Connect with Anthony on LinkedIn  Follow Anthony on Twitter/X  Follow Anthony on TikTok    Visit SocialPros.com for more insights from your favorite social media marketers. 
12/8/202334 minutes, 14 seconds
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Mastering Employer Branding Through Storytelling

Sharing the personal stories behind your brand can empower your employees, build audience connection and attract future talent. But where do you start? Hear top tips from Jonathan Hatch, Talent Brand Program Manager at Zoom, on Social Pros.  Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:   ICUC  Full Episode Details   Sharing the personal stories behind your brand can empower your employees, build audience connection and attract future talent. But how can social pros reap these benefits by creating employee-led content in authentic, nonexploitative ways?  Jonathan says it’s all about adding fun to the equation. Getting to know the person behind the work can make for compelling content and also encourage more employees to want to share their stories.  On this episode, Jonathan explains how employee branding can appeal to potential new hires by igniting curiosity and giving the audience a glimpse behind the curtain. Plus, he highlights the top platforms for employee branding and discusses how sharing stories can enhance wider company culture.  In This Episode:  2:31 – Jonathan discusses his career  4:19 – How storytelling plays into employee branding and storytelling  7:14 – Is LinkedIn the hub for storytelling?  9:29 – Getting employees excited about being a voice for your brand  12:56 – Balancing individuality and brand goals  17:54 – Why we’re in the most transparent era of LinkedIn  19:50 – Managing cultures and subcultures in the brand  25:16 – Why team culture is “your life” when you’re at work  32:09 – Jonathan’s Final Two  Resources  Schedule a consultation with ICUC  Grab your free Social Media Audit Bundle  Connect with Jonathan on LinkedIn  Follow Jonathan on Twitter/X    Visit SocialPros.com for more insights from your favorite social media marketers. 
12/1/202335 minutes, 40 seconds
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Social Pros Unfiltered: Brand Mistakes with Influencers, Trend Hopping, and Cancel-Culture

We welcome Anthony Yepez and Mariya Spektor onto our second episode of Social Pros Unfiltered to discuss the hottest topics on social. Hear their thoughts on working with influencers, jumping on trends, and how social pros should respond to cancel culture.  Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help!  ICUC  Full Episode Details   Trend-hopping is super common on social, but is jumping on trending content the best way to provide value to your audience? Anthony and Mariya share how it can bring in the big numbers chased by management, but often fails to drive meaningful engagement and resonate with your community.  Also in this episode, Mariya tells us why we should think of influencers as “advocates for our brand” and choose wisely when we work with creators.   Plus, Anthony shares why social media managers should be the “eyes and ears for your brand on social” and explains how they can build strong relationships with marketing departments to craft the content that will help you reach your business goals.  In This Episode:  3:23 – What mistakes brands are making when working with creators  9:35 – Why should brands not hop on trends?  17:03 – Balancing authentic trend-hopping with regular content  18:42 – The impact of going viral in your own community  25:16 – How should brands respond to cancel culture?  34:06 – What is a social media manager? And what does the role mean?  Resources  Schedule a consultation with ICUC  Grab your free Social Media Audit Bundle  Connect with Leanna on LinkedIn  Connect with Gia on LinkedIn  Connect with Anthony on LinkedIn  Connect with Mariya on LinkedIn  Visit SocialPros.com for more insights from your favorite social media marketers. 
11/24/202346 minutes, 44 seconds
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Creating Harmony in Creative Work with Joél Leon from New York Times Advertising

Joél Leon, Creative Director, T Brand Studio at New York Times Advertising, hits us with some mic drop moments in this episode of Social Pros. He explores how to build more harmony into the creative process and lead your team to success.   Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:   ICUC  Full Episode Details   If you want your creative team to hit it out of the park, then you’ve got to foster a healthy environment for them. Joél Leon, the Creative Director, T Brand Studio at New York Times Advertising, believes there needs to be more “harmony” within the creative process. And part of that is by building a healthy environment for your team.  In this episode of Social Pros, we hear Joél’s take on what it means to be a great creative director and why the environment that you set up for your team is key to helping them create their best work.    We hear how Joél approaches creative projects and why his role is all about trusting people to do their work and creating safe spaces for them to flourish creatively. He explores how he defines success, some of his favorite campaigns to work on, and why we need to be genuine and practice what we preach when joining conversations about social issues.   In This Episode: 1:51 - Joél explains his role within T Brand Studio   5:40 – How Joél’s team works alongside the newsroom and editorial teams  7:10 - Joél shares some details of campaigns his team has worked on  8:16 – How Joél leads his team to deliver the very best content  12:12 – Joél’s methods for managing expectations and working with brands   15:20 – How leaders can create a healthy work environment   17:20 – How to protect the interests of your team while keeping clients happy  20:20 - Joél shares some of his favorite campaigns to work on  23:56 – How Joél prefers to think about failure and success  27:14 – Finding a harmony between creativity and social issues  31:05 – Why listening is the most active form of communication  32:11 - Joél announces his publishing deal and upcoming book  33:29 - Joél’s top tip for those wanting to become a social pro  Resources  Schedule a consultation with ICUC  Grab your free Social Media Audit Bundle  Connect with Joél on LinkedIn  Follow Joél on Instagram    Visit SocialPros.com for more insights from your favorite social media marketers. 
11/17/202338 minutes, 6 seconds
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600 Episodes of Social Pros!

It’s our 600th episode! What better way to celebrate than by inviting former hosts Jay Baer and Adam Brown, and previous guest Allison Day, Senior Manager, Social Media at Reddit, on the show to share insights on the biggest platforms, the greatest changes in social and so much more.  Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: ICUC  Full Episode Details   When we published episode one of Social Pros, we had no idea we would reach 600. It’s a milestone few podcasts get to celebrate!  That’s why we invited past co-hosts Jay and Adam back on the show to roll back the years. Together with Reddit’s Senior Manager, Social Media, Allison Day, they discuss the many changes that social has seen over the years.  Jay, Adam and Allison reveal what they love about TikTok, Instagram Reels, LinkedIn and Twitter/X, share the biggest changes they’ve witnessed on each platform and tell us what they would do if they were starting out as budding social pros today.   In This Episode:    5:45 – Thoughts on X, LinkedIn and short-form video platforms  21:39 – Why TikTok could become the standard on social  24:41 – The biggest changes in social over the past ten years  27:16 – Gaining trust from leaders  30:05 – Why social media was about social, now it’s about media  35:56 – What our social pros would do if they were starting out today  38:52 – Why Jay Baer would start making YouTube content  43:18 – Jay, Adam and Allison answer the final two  Resources  Schedule a consultation with ICUC  Grab your free Social Media Audit Bundle  Connect with Jay Baer on LinkedIn  Connect with Adam Brown on LinkedIn  Connect with Allison Day on LinkedIn  Visit SocialPros.com for more insights from your favorite social media marketers. 
11/10/202351 minutes, 57 seconds
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Being Socially Bold with Gabe Gomez at Edelman

Being bold on social media isn’t always the easiest thing to do. What if you get it wrong…? No one wants to go viral for all the wrong reasons, but in this week’s episode, Gabriel Gomez, Account Supervisor, Social, Community, and Influencer, Gen Z Lab Ambassador at Edelman, shares some food for thought on being socially bold.   Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: ICUC  Full Episode Details   Many social pros are apprehensive to try new things on social media. There’s a fear of audience reception, and if you’re managing social for various clients, you need to take their thoughts on board as well. Gabriel Gomez, Account Supervisor, Social, Community, and Influencer | Gen Z Lab Ambassador at Edelman, joins this episode of Social Pros to share his blueprint for being socially bold.   In this episode, we hear Gabriel’s methods for keeping tabs on social trends, how he talks to clients about trying new things, and some examples of bold and inventive campaigns he’s worked on in the past (#cancelpizza anyone?)   He explains why we need to test and learn by trying new things but also engage in social listening to watch audience reception (both good and bad). We also hear about Gabriel’s meme-based strategy for LinkedIn and why he thinks micro-influencers can bring more credibility in their content.   In This Episode:  2:42 – Gabriel breaks down the clients and campaigns he works with   4:12 – The benefits of working on the agency side of social media  4:56 – How Gabriel keeps tabs of different trends   9:07 – How he talks to clients about trends  11:32 – Gabriel takes us through a fun Beyonce-themed Dolby campaign he worked on  13:34 – How the #cancelpizza campaign made a dry campaign more fun  16:05 – How Gabriel followed the conversations around #cancelpizza  19:45 – Why micro influencers tend to bring more credibility   21:48 – How brands should decide which influencers to work with  23:41 – Gabriel’s relatable approach to LinkedIn   27:13 – Gabriel’s advice for LinkedIn  29:02 – How the Gen Z Edelman lab came about  31:44 – Gabriel’s top tip for becoming a social pro  Resources  Schedule a consultation with ICUC  Grab your free Social Media Audit Bundle  Visit SocialPros.com for more insights from your favorite social media marketers. 
11/3/202335 minutes, 32 seconds
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Unlocking Better Partnerships - A Deep Dive with Lucy Quick

How can brands build strong, beneficial partnerships with creators? We invite Lucy Quick, Creator Partnerships Manager, Global E-Commerce Operations at TikTok, onto Social Pros to tell us her thoughts. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: ICUC  Full Episode Details   It’s one thing collaborating with influencers, but building meaningful, long-term partnerships is no easy feat. So what are the best ways to make sure your partnerships are successful?  Lucy Quick has experience working with both brands and creators, so we couldn’t pass up on the opportunity to pick her brains. She provides insights on the current influencer marketing landscape, reveals what questions brands should be asking and explains why storytelling with data is the best way to prove your ROI.  Plus, Lucy shares why working with smaller influencers could be beneficial and tells us the secrets behind the most successful campaigns she’s worked on.   In This Episode: 3:50 – The current state of influencer marketing    7:57 – Questions that brands aren’t asking enough when working with influencers   11:02- The top trends Lucy is seeing in the industry right now  14:56 – When influencers pivot to becoming competitors with brands   18:14 – How brands can strike a good balance between micro and macro influencers   19:51 – How brands should approach influencers in the early days of their career   22:08 – The best ways to talk about ROI and metrics   24:37 – How to navigate regulations around influencer marketing   26:55 – Lucy tells us about a funny campaign experience   29:18 – The different skill sets required for live streaming  36:15 – Lucy’s tip for becoming a social pro  Resources  Schedule a consultation with ICUC  Grab your free Social Media Audit Bundle  Connect with Lucy on LinkedIn  Follow Lucy on Instagram    Visit SocialPros.com for more insights from your favorite social media marketers. 
10/27/202338 minutes, 2 seconds
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Greatest Hits: Why Every Brand Should Follow in lululemon’s Social Footsteps

There’s no denying lululemon creates a feel-good vibe on social, but what’s their secret sauce? We revisit our conversation with Ravi Hampole, their SVP, Global Brand Creative, as he reveals all.  Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:   ICUC  Full Episode Details   lululemon started life as solely a community hub and physical space, so translating that people-first approach onto social was no easy feat.  That’s why we asked Ravi Hampole, their SVP, Global Brand Creative, to share how lululemon built on their in-person offerings to garner a loyal online community.  We revisit this fascinating conversation with Ravi as he shares how the brand prioritizes human connection, gets to know its audiences on a deeper level and turns limitations into opportunities.  In This Episode:  3:13 – Ravi’s role at lululemon  6:31 – Representing the lululemon community on social  13:41 – Translating brand purpose to different channels  21:31 – Utilizing platforms correctly  23:43 – How lululemon work with ambassadors  36:44 – Ravi’s top tips for social pros  Resources  Schedule a consultation with ICUC  Grab your free Social Media Audit Bundle  Connect with Ravi on LinkedIn  Visit Ravi’s website    Visit SocialPros.com for more insights from your favorite social media marketers. 
10/20/202344 minutes, 52 seconds
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How to D.A.N.C.E. with Data on Social

What are the best ways to collect and analyze data and share it with your audience in a captivating way? We ask Convince & Convert Strategist Sunny Hunt for her advice on this episode of Social Pros.  Huge thanks to our amazing sponsor for helping us make this happen. Please support them; we couldn't do it without their help! This week: ICUC  Full Episode Details   With every sales presentation you make, you have the chance to influence your audience and make a lasting impact – and data is often a crucial component. But Sunny Hunt believes it’s not as simple as plonking a screenshot into a slide deck. Adding color and visual aids can bring your data-storytelling to life.   In this episode, Sunny shares her useful D.A.N.C.E. formula to help you revitalize your data-storytelling and reach your audience in more meaningful ways. Plus, she explains why simplicity is key when you collect, analyze and present your data and tells us why generative AI can be useful for presentations – so long as you proceed with caution!  In This Episode:  2:42 – Introducing Sunny’s D.A.N.C.E. formula  5:41 – The right data to share  8:46 – How to display data to an audience  14:38 – Why narrative is crucial when presenting data  21:35 – Remember to consider cadence  23:54 – Using AI to structure data visualization  26:18 – Considering engagement and feedback  31:13 – Sunny’s top tips for social pros  Resources  Schedule a consultation with ICUC  Grab your free Social Media Audit Bundle  Visit the Hunt Interaction website  Connect with Sunny on LinkedIn  Follow Sunny on Instagram  Follow Sunny on Twitter/X    Visit SocialPros.com for more insights from your favorite social media marketers. 
10/13/202333 minutes, 39 seconds
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Delta Vacations Approach to Non-Stop Social

If you’re planning on taking a trip, there’s a good chance you’ve stumbled on Delta Vacations and its awesome social content. We asked Arielle Berlinsky, their Social Media Marketing Coordinator, to join Social Pros to clue us into the strategy behind their wanderlust-inspiring content.  Huge thanks to our amazing sponsor for helping us make this happen. Please support them; we couldn't do it without their help! This week:  ICUC  Full Episode Details   What’s Delta Vacations’ formula for social media success? It turns out that Arielle Berlinsky and her team don’t follow a strict formula, but that’s part of what makes their content so fresh, exciting, and engaging.   Arielle is a big believer in doing what works for you on social and not just following the crowd. Your audience wants to see the human, caring side of your brand, and you can only do that if you have a team who genuinely cares about the content.  Arielle takes us through her tips for social media success, including the importance of consistency, why you need to always deliver value, and why social pros should always ask themselves one key question: would you follow you?  In This Episode:  2:05 – What Arielle’s role involves  3:33 – How Delta Vacations’ social content inspires different audiences  5:16 – Arielle’s approach to different audiences  7:20 – How Delta uses its audience’s content   8:37 – How Delta still sees success on Facebook   9:56 – Where Delta Vacations’ content fits into travel plans   13:00 – How Delta prioritizes inspiring content over promoting deals  15:50 – Arielle’s advice for keeping social fresh in corporate marketing   19:00 – Arielle’s approach to personal branding on LinkedIn  23:58 – Should you throw out the formula on social media?  29:24 – The final two questions  Resources  Schedule a consultation with ICUC  Grab your free Social Media Audit Bundle  Connect with Arielle on LinkedIn    Visit SocialPros.com for more insights from your favorite social media marketers. 
10/6/202332 minutes, 52 seconds
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Social Pros Unfiltered: National Podcast Day Special

Leanna Pham, Head of Creative & Social Media at Convince & Convert, Gia Lee, Co-Founder of NinetyEight, and Convince & Convert’s Strategist and Marketing Consultant, Sunny Hunt and Jennifer Harmon, join forces to discuss the hottest topics in social on this special episode of Social Pros.    Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:  ICUC  Full Episode Details   It’s been a dramatic year in social media so far! We’ve witnessed the dawn of Threads, a controversial Twitter rebrand and seen AI infiltrate every industry in new and powerful ways. So, for International Podcast Day, here’s a special episode of Social Pros, covering the topics that everyone is talking about.    Host Leanna Pham, Head of Creative & Social Media, is joined by co-host Gia Lee, Co-Founder of NinetyEight, and guests Sunny Hunt, Strategist and Jennifer Harmon, Marketing Consultant at Convince & Convert.  They discuss whether Threads is officially dead already, thoughts on Twitter’s rebrand and why AI is a helper, not a replacement.  Plus, they share their thoughts on where social teams should sit in an organization and whether social media roles are still undervalued.  In This Episode:  1:27 – Is Threads dead?  5:23 – How the launch of Reels differed from Threads  8:48 – Twitter’s rebranding to X and how it’s changed since  13:42 – What it’s like managing client content on Twitter  15:48 – What social pros can do about the rise of AI in social  21:10 – Where AI gets it right and wrong  27:09 – Is social media work still undervalued?  33:05 – What people need to know about social pros  35:34 – Where social media should sit in an organization  46:20 – Why measurement must be front and central  Resources  Schedule a consultation with ICUC  Grab your free Social Media Audit Bundle  Connect with Leanna Pham on LinkedIn  Connect with Gia Lee on LinkedIn  Connect with Sunny Hunt on LinkedIn  Connect with Jennifer Harmon on LinkedIn  Visit SocialPros.com for more insights from your favorite social media marketers. 
9/29/202349 minutes, 26 seconds
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How Marvel Taps Into the Multigenerational Multiverse on Social

How does Marvel connect with fans of all ages, hailing from every corner of the world, and speak to them in a way that truly resonates? Join us on this episode of Social Pros as we delve into Marvel’s incredible social strategy with their Executive Director of Social Media, Adri Cowan.   Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:  Salesforce Marketing Cloud  ICUC  Full Episode Details   Marvel is a global phenomenon that transcends generations, so how do their social media team create a unified strategy that speaks to their vastly diverse audience?  On this episode of Social Pros, we are joined by Adri Cowan, Executive Director of Social Media at Marvel and The Walt Disney Company.  Adri shares an overview of her role, how she taps into fandom and loyalty and how her and her team keep their strategy unified yet adaptable.  Plus, she shares the ways in which user-generated content plays a part in her work, her measures for success and how she tackles burnout within her team.  In This Episode:  3:15 – What Adri’s role at Marvel involves   5:03 – How Adri became part of the Marvel team  7:31 – How Marvel adjusts its social strategies across the Marvel universe  9:52 – Building a unified social media strategy  12:23 – Strategies for building loyalty in the fan base   14:12 – How Marvel harnesses user-generated content   16:41 – How Adri helps her team tap into trending content   19:29 – Celebrating and measuring successes at Marvel   23:02 – The challenges of managing a fast-moving team without suffering burnout   25:41 – Adri’s top places for seeking inspiration  27:05 – The Marvel character Adri thinks would have the best social media presence in real life   29:14 – The final two questions and Adri’s tip for social pros  Resources  Schedule a consultation with ICUC  Grab your free Social Media Audit Bundle  Find out more about Content Marketing World  Connect with Adri on LinkedIn  Follow Adri on Twitter/X  Follow Adri on Instagram  Visit SocialPros.com for more insights from your favorite social media marketers. 
9/22/202331 minutes, 42 seconds
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The Formula for Successful Live Video with Stephanie Garcia

Stephanie Garcia, Director of Communications at Agorapulse, will be on this episode of Social Pros to share her tips for succeeding with live video. Whether you're a beginner or a seasoned pro, Stephanie's advice will help you take your live video game to the next level.  Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:  Salesforce Marketing Cloud  ICUC  Full Episode Details   TikTok has changed how we think about live video. However, it has a track record of humanizing brands and building instant rapport with audiences.   So, how can social pros thrive on ‘live’?  Stephanie Garcia, Director of Communications at Agorapulse, joins this episode of Social Pros to share best practices, no-nos and everything in between.  She tells us about how she approaches live video at Agorapulse, the first steps you can take today and how you can become confident on camera.  Plus, she shares tips for agencies introducing their clients to live video and we explore her own business, Lights, Camera, Live.  In This Episode:  0:00 – Introduction   4:15 – How are brands using live video today?  6:27 – A quick dive into Agorapulse  7:28 – Convincing the C-suite to use live video  10:33 – The broad spectrum of live video for business  13:35 – How TikTok has changed live video  16:54 – How do you prepare for live?  19:47 – Ways agencies can approach clients about live video  25:56 – What to expect from Stephanie’s workshops  32:50 – Repurposing and repackaging live video content  39:30 – Stephanie’s final two  42:27 – Outro Resources  Schedule a consultation with ICUC  Grab your free Social Media Audit Bundle  Connect with Stephanie on LinkedIn  Follow Stephanie on Twitter/X  Follow Stephanie on Instagram  Check out Lights, Camera, Live    Visit SocialPros.com for more insights from your favorite social media marketers. 
9/15/202343 minutes, 3 seconds
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Greatest Hits: Inside Glossier’s Iconic Social Approach

We revisit episode 544 of Social Pros with Jamie Dinar, Senior Manager, Social & Digital Content at Glossier, as she unpacks the brand’s distinctive social strategy and provides top tips and tricks for social pros.    Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:  Salesforce Marketing Cloud  ICUC  We all know how fast-paced social media is. It simply does not sleep.   There are many brands out there whose social media speed and efficiency are off the charts. One of them is the skincare and beauty brand, Glossier. So how do they do it?  Here, we revisit episode 544 where we ask their Senior Manager of Social & Digital Content, Jamie Dinar, about their ‘secret sauce’.  Jamie explains how her team is empowered to act fast and says that clear communication between colleagues is key to being proactive in social.  Plus, she explores how they replicate in-store customer experiences online, keep their brand voice united and stay in touch with their community.  In This Episode:  0:00 - Introduction  1:07 – Introducing Jamie Dinar  2:37 – How Glossier came to be a legendary brand on social  4:52 – What Jamie’s role looks like  9:08 – Do Glossier eat, sleep and breathe social?  15:03 – How Glossier tap into their vast community  18:09 – Optimizing to keep brand voice across platforms  21:24 – Replicating in-store experiences online  24:06 – Jamie’s TikTok Live experiences  28:30 – Jamie’s Final Two  30:41 – Outro   Resources  Schedule a consultation with ICUC  Grab your free Social Media Audit Bundle  Connect with Jamie on LinkedIn  Follow Glossier on Twitter    Visit SocialPros.com for more insights from your favorite social media marketers. 
9/8/202331 minutes, 39 seconds
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How Repurposing Content Makes You A B2B Social Hero

Once you hit ‘publish’ on a piece of core content, it’s easy to get caught up in the production cycle before starting on something new. But when you don’t repurpose your pillar content, you miss the opportunity to extend its life and maximize its potential. This episode of Social Pros with Content 10x founder and CEO, Amy Woods, is full of tips to help you get started.  Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:  Salesforce Marketing Cloud  ICUC  Full Episode Details   Are you serious about maximizing the potential of your content?   Social pros spend hours making each piece of core content. But in doing so, it’s possible to neglect to see the potential value that comes from repurposing it.  On this episode of Social Pros, we speak to Amy Woods, founder and CEO of content repurposing flagbearers Content 10x.   Amy shares the story and purpose behind Content 10x, the key benefits of content repurposing and how she and her team help B2B clients find the true potential of their videos, podcasts and written content.  Plus, she explains her ‘content waterfall’ method, shares what she has learned from speaking to social pros on her podcast, B2B Content Strategist, and tells us about her opinions on how to best use AI.   In This Episode:  0:00 – Introduction  3:57 – What do Content 10x do?  7:26 – How content repurposing can benefit social teams  13:39 – What stands in the way of repurposing  16:19 – Why social teams could be sitting on a goldmine of great content  18:37 – Amy explains the ‘content waterfall’ approach  25:13 – Findings from Amy’s podcast, ‘B2B Content Strategist’  35:16 – Amy’s Final Two  37:48 – Outro   Resources  Schedule a consultation with ICUC  Grab your free Social Media Audit Bundle  Connect with Amy on LinkedIn  Follow Amy/Content 10x on Twitter  Follow Amy on Instagram  Visit the Content 10x website  Amy’s previous appearances:  How to Repurpose Your Content on Social for Maximum Results (2019)  Why Writing is Still the Key to Social Media Success (2021)    Visit SocialPros.com for more insights from your favorite social media marketers. 
9/1/202338 minutes, 20 seconds
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Why Social Pros Don't Have to Know it All

If you’re feeling the pressure as a social media manager, this episode of Social Pros is for you. We welcomed Hannah Tooker, VP of Content at LaneTerralever, to talk about why social pros don’t need to know it all and what we can do instead.  Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:  Salesforce Marketing Cloud  ICUC  Full Episode Details   With new platforms popping up, ever-changing trends, and a mass of competition, social pros have a lot to keep up with. But in this episode of Social Pros, our guest wants to take the pressure off social media managers.  Hannah Tooker, VP of Content at LaneTerralever, joins this episode to give us a behind-the-scenes look at how she manages social media strategies for brands while offering tips for other social pros. She explains that social pros can’t always be “everything to everyone” – and why that’s okay!  We dig into core topics such as tone of voice, tailoring strategies per channel, knowing your audience, and more. She also shares how she helped to launch a highly successful campaign for PetSmart.  In This Episode: 3:02 – Hannah’s role at LaneTerraleaver  4:28 – The challenge of staying ahead on social   7:38 – When to push on new ideas with clients  10:39 – Cleaning up after bad advice clients have received in the past  13:20 – How Hannah coaches clients   16:08 – Getting the tone of voice right for brands  17:37 – Hannah describes a successful campaign she worked on for PetSmart Charities   23:01 – How to navigate big changes in the social media landscape  26:43 – How Hannah began her social pro career   29:25 – The final two questions  Resources  Schedule a consultation with ICUC  Grab your free Social Media Audit Bundle    Visit SocialPros.com for more insights from your favorite social media marketers. 
8/25/202332 minutes, 50 seconds
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Why Brands Go People-First on Social

It’s easy to get distracted by the trends, new platforms, and brands that are social media stars in their own right. But how do you create a strategy that’s right for your brand? This episode of Social Pros with Mariya Spektor, Director of Content, Social Media at Social Chain, has some tips you won’t want to miss.  Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:  Salesforce Marketing Cloud  ICUC  Full Episode Details   It should go without saying. Social media is all about the people, and yet if your social media strategy is caught up in trying to go viral or become the next Wendy’s, you might not get the results you hope for.  In this episode, we spoke with Mariya Spektor, who is the Director of Content for Social Media at Social Chain. We chat about the importance of building a community and how there’s often a disconnect for brands who are going about social the wrong way.   For Mariya, she sees a lot of brands practicing “savage social” (think Wendy’s and Ryanair) when it doesn’t match their brand tone. Instead, Mariya shares some tips on building a strategy that puts people first.  We also discuss different platforms and whether Threads is the next Twitter rival, how some brands are monetizing TikTok content, and why there’s a compromise to be made between speed and creativity.   In This Episode:  00:00 - Introduction  03:36 – Why community is so important in social media  06:30 – Why some brands face a community disconnect   08:32 – Which brands get “savage social” right  15:31 – How brands can set themselves up for success  20:44 – Mariya’s experiences of TikTok shopping   26:00 – Predictions on the future of Threads   30:20 – The challenge of keeping up with different social media platforms   32:16 – Speed vs. creativity – which matters most?  35:48 – Staying on trend in social media  38:03 – The big two questions  Resources  Schedule a consultation with ICUC  Grab your free Social Media Audit Bundle    Visit SocialPros.com for more insights from your favorite social media marketers. 
8/18/202342 minutes, 9 seconds
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Taking on Toxic Social with Noam Bardin

We are so pleased to welcome Noam Bardin, Founder of Post News, on this episode of the Social Pros podcast.   Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:  Salesforce Marketing Cloud  ICUC  Full Episode Details   As much as we love social, we have to acknowledge that it comes with gray areas and undesirable aspects.   Joining this episode to dissect social’s shortcomings is Noam Bardin, Founder of Post News. Noam shares the dangers of platforms making engagement top priority, how social pros can grapple both the positives and negatives of social networks and how Post News plans to work toward preventing misinformation.  Plus, he gives his thoughts on the future of Threads.  In This Episode: 0:00 – Introduction 3:19 – Noam’s background in the industry 4:44 – What is Post News? 10:39 – Positive vs negative sides of social 15:03 – Unravelling Threads 19:12 – How Post can fight mis/disinformation 29:55 – Post’s reception from journalists and users 33:53 – The future of social media 39:29 – Noam’s Final Two 42:35 – Outro Resources  Schedule a consultation with ICUC  Grab your free Social Media Audit Bundle  Download Post News  Connect with Noam on LinkedIn  Follow Noam on Twitter  Follow Noam on Instagram    Visit SocialPros.com for more insights from your favorite social media marketers. 
8/11/202343 minutes, 16 seconds
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How to Get Better Audience Insights with SparkToro’s Amanda Natividad

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:  Salesforce Marketing Cloud  ICUC  Full Episode Details   What’s the best way to collect meaningful audience insights?  As social pros grapple with Threads and the latest Google Analytics update, traditional metrics aren’t always available.   On this episode of Social Pros, Amanda Natividad, VP of Marketing at SparkToro, tells us how you can navigate these changes and gain better audience insights through social listening, talking to your customers and consuming the content they consume.  Plus, she shares whether she believes Threads is set to be a “formidable competitor” or just a “shiny new thing.”  In This Episode:  0:00 – Introduction  2:51 – Amanda’s career to date  7:47 – Her thoughts on Threads   16:35 – The best Threads strategy  19:57 – Why not to go hard on posting  24:44 – New ways to research audiences without metrics  36:06 – Amanda’s final two  40:29 – Outro   Resources  Schedule a consultation with ICUC  Grab your free Social Media Audit Bundle  Visit Amanda’s website  Connect with Amanda on LinkedIn  Follow Amanda on Twitter  Follow Amanda on Instagram  Follow Amanda on Threads    Visit SocialPros.com for more insights from your favorite social media marketers. 
8/4/202341 minutes, 10 seconds
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Fresh Social Takes with ICUC's Erika Lovegreen

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:  Salesforce Marketing Cloud  ICUC  Full Episode Details   In this ever-changing world of social, how can community managers serve their people in the best possible ways?  Erika Lovegreen, SVP of Marketing & Communications at ICUC, returns to Social Pros to tells us her expert advice.  Erika discusses why social listening is as crucial as ever, why it’s important to keep your community front of mind when making changes on social and how best to team AI with your ‘human-first approach’.  Plus, she shares her thoughts on Threads and changes to Reddit and gives us the lowdown on ICUC’s brand-new eBook.  In This Episode:  0:00 – Introduction  3:32 – What ICUC are working on right now  6:05 – How brands should approach Threads  12:30 – Will Threads welcome brand-safe interactions?  15:03 – Erika’s take on Reddit’s current situation  18:10 – Have your finger on the pulse of your community  24:49 – Integrating AI and maintaining human touch  39:24 – Erika’s up-to-date final two!  42:05 – Outro   Resources  Schedule a consultation with ICUC  Grab your free Social Media Audit Bundle  Visit the ICUC website  Connect with Erika on LinkedIn  Follow Erika on Instagram  Download the ‘How to Beat the AI Craze with Human-First Messaging’ eBook    Visit SocialPros.com for more insights from your favorite social media marketers. 
7/28/202342 minutes, 33 seconds
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How Shiseido’s Social Leverages 150+ Years of Experience

    Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:  Salesforce Marketing Cloud  ICUC  Full Episode Details   So many teams work with creators to amplify their brand on social. But how do you build strong, fruitful relationships with the right partners?  Taylor Speer, Manager of Global Social Media at Shiseido, joins this episode of Social Pros to share her thoughts.  Taylor discusses how creators help Shiseido compete with celebrity-backed brands, the best ways to build authentic partnerships and why it’s more crucial than ever to keep diversity and representation front of mind.  Plus, she tells us why Microsoft Excel is her tool of choice and the one biggest mistake you can make as a social pro.  In This Episode:  0:00 – Introduction  4:44 – How Shiseido cut through the noise on social  7:33 – How creator relationships have changed  11:15 – The benefits of fostering strong creator partnerships  14:40 – Diversity and representation at Shiseido  20:44 – Networking with influencers  23:41 – Planning social content  31:05 – What keeps Taylor organized  36:34 – Taylor’s final two  40:25 - Outro  Resources  Schedule a consultation with ICUC  Grab your free Social Media Audit Bundle  Connect with Taylor on LinkedIn  Follow Taylor on Instagram  Visit Taylor’s website  Visit SocialPros.com for more insights from your favorite social media marketers. 
7/21/202341 minutes, 8 seconds
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How to Be a Social Selling Pro with Timothy Hughes

Selling is the primary motivator for a lot of people on social media. Some people do it really well, others are a little less polished. But it’s safe to say that a lot of people aren’t pros at social selling.   Timothy Hughes, on the other hand, is a social selling master who joins Social Pros to share his wisdom, advice, and thoughts on selling on social media today.   Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:  Salesforce Marketing Cloud  ICUC  Full Episode Details   Timothy Hughes, CEO and Co-Founder of DLA ignite, plus the author of Social Selling: Techniques to Influence Buyers and Changemakers, joins Social Pros to talk about the art of social selling.   For Timothy, social selling is not a new or “future state.” If you’re not already doing it, you’re already behind. This is something Timothy addressed in his book – which he recently updated with tons more information about how social selling has moved on since.   In this episode, Timothy explains how the world has changed, why conversations are still king on social, how to avoid being outdated, and the best ways to talk to strangers online. We also hear his three top recommendations for those wanting to sell on social. If you’re looking to improve your social selling skills, this is one you’ll want to tune in for.   In This Episode:  5:09 – Why Timothy decided to revisit his book   7:16 – How starting DLA ignite contributed to the second edition  9:58 – How being ingrained in interruption marketing gives a false view of social selling  10:44 – Social media is for people to be social  12:00 - How to “sell” the idea of social selling to leadership  13:56 – Why cold calling falls behind social selling  16:32 – How the digital world has changed   18:07 – Why some people don’t “get” social selling   21:09 – Timothy’s definition of social selling   24:13 – How to actually connect with people over social media  25:44 – How you can start expanding your network online  31:28 – The three things Timothy recommends social pros do  33:12 – Why content is always king  37:07 – Timothy’s advice for social pros   Resources  Schedule a consultation with ICUC  Grab your free Social Media Audit Bundle  Connect with Timothy on LinkedIn  DLA Ignite LinkedIn  Visit SocialPros.com for more insights from your favorite social media marketers. 
7/14/202341 minutes, 56 seconds
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How Brands Can Pass the Gen Z Social BS Test

We’re thrilled to welcome Gia Lee, Co-Founder and Chief Strategy Officer at NinetyEight, on the Social Pros podcast.    Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:  Salesforce Marketing Cloud  ICUC  Full Episode Details   How can brands connect with Gen Z in authentic, effective ways?  If there’s anyone to ask that question to, it’s Gia Lee, Cco-Ffounder & and Chief Strategy Officer at NinetyEight, who joins this episode of Social Pros.  NinetyEight help brands anticipate Gen Z’s needs in our ever-changing culture by finding unique perspectives, empowering communities and engaging with emerging trends.  Gia tells us the origin of NinetyEight, why you don’t need big budgets to excel on social and why brands shouldn’t skip building their identity.  Plus, she shares the top do’s and don’ts for brands marketing to Gen Z and the best ways to stay authentic.  In This Episode: 0:00 – Introduction  5:17 – NinetyEight’s origin story  6:04 – Challenges of creating content for Gen Z  7:23 – Why Gen Z is so different  9:56 – The disconnect between Gen Z and marketing  11:14 – Do NinetyEight educate?  12:19 – Their work with Paul Frank  20:34 – Measuring success on TikTok  23:00 – Interacting with communities  23:30 – The do’s and don’ts of marketing to Gen Z  24:31 – Authenticity on social  26:42 – Balancing brand and connection  32:14 – Gia’s Final Two  34:57 – Outro    Resources  Schedule a consultation with ICUC  Grab your free Social Media Audit Bundle  Connect with Gia on LinkedIn  Visit the NinetyEight website  Follow NinetyEight on Twitter  Follow NinetyEight on Instagram  Join The Koi Pond    Visit SocialPros.com for more insights from your favorite social media marketers. 
7/7/202335 minutes, 34 seconds
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Putting Heart into Business and AI with Minter Dial

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:  Salesforce Marketing Cloud  ICUC  Full Episode Details   Empathy is vital for social media managers, but how can they put it into practice on a daily basis?  Our guest on this episode says it’s “a wonderful art within management” but needs to be applied in the right way and at the right times.  Minter Dial, renowned author and keynote speaker at Mydial, returns to Social Pros to discuss how to build an empathic culture in the workplace, the true definition of the word ‘empathy’ and the role it can play in your use of AI.  Plus, he reveals why he released a new edition of his book, Heartificial Empathy, how empathy impacts trust and his favorite AI tools.  In This Episode:  0:00 – Introduction  5:38 – What’s new in the world of empathy?   8:55 – How people misunderstand empathy  11:31 – Empathy isn’t a weakness  15:05 – How a lack of empathy impacts trust  16:24 – Empathy and AI  18:04 – Different types of empathy  19:08 – Why we run out of empathy  20:22 – Empathy and AI (continued)  26:31 – How can we develop empathy for AI?   30:46 – Just breathe  31:51 – Minter’s favorite AI platforms  36:06 – Minter’s final two  39:01 – Outro   Resources  Schedule a consultation with ICUC  Grab your free Social Media Audit Bundle  Visit Minter’s website  Follow Minter on LinkedIn  Follow Minter on Twitter  Follow Minter on Instagram  Follow Minter on Facebook  Minter’s book – ‘Heartificial Empathy’  Minter’s book – ‘Heartificial Empathy’ on Amazon    Visit SocialPros.com for more insights from your favorite social media marketers. 
6/30/202339 minutes, 36 seconds
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Jonah Berger on Magic Words

We are delighted to welcome Jonah Berger, Marketing Professor at The Wharton School of The University of Pennsylvania, onto this episode of Social Pros.  Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:  Salesforce Marketing Cloud  ICUC  Full Episode Details   The more you understand the words you use, the more you can increase the impact of your social content. But how can you change up your language choices to resonate better with your audience?  Jonah Berger, Marketing Professor at The Wharton School of The University of Pennsylvania and repeat Social Pros guest, joins the show to share his thoughts.  He reveals the story behind his latest book, ‘Magic Words’, how words can build trust, community and influence and why anybody can become a better writer.  Plus, he tells us the hidden benefits of asking questions and why it’s essential to understand audience behaviors.   In This Episode:  0:00 – Introduction  5:25 – Jonah describes his new book  7:11 – Why did he write this book?  9:56 – Understanding the impact of magic words  13:00 – What language does  15:03 – Identity and agency  20:58 – Defining ‘magic words’  23:49 – Jonah’s favorite category in his framework  30:21 – Asking the right questions  34:08 – Using magic words to approach challenging topics  37:36 – Jonah’s final two  39:56 – Outro   Resources  Schedule a consultation with ICUC  Grab your free Social Media Audit Bundle  Visit Jonah’s website  Connect with Jonah on LinkedIn  Follow Jonah on Twitter  Buy Jonah’s book, ‘Magic Words’ on Amazon  Register for Jonah’s SPEACC framework  Previous episodes featuring Jonah Berger  Contagion, Social Media, and Why Things Catch On (2013)  How Influence Can Make or Break Your Brand (2016)  Psychology Shows Why Social Media Often Fails (2020)    Visit SocialPros.com for more insights from your favorite social media marketers. 
6/23/202340 minutes, 32 seconds
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How Better Half Is Breaking Social Molds

  We’re thrilled to be joined by Alyssa Bonanno, Chief Creative Officer and founder of Better Half, on this episode of Social Pros.  Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:  Salesforce Marketing Cloud  ICUC  Full Episode Details   Better Half help household names like Netflix, Nike and Disney succeed on social by fuelling audience participation, engagement and fandom.  Their Chief Creative Officer and founder, Alyssa Bonanno, joins this episode of Social Pros to share their secrets.  Alyssa explains how her small-but-mighty team thrives, the benefits of intentional hiring and how she manages consistent social output for established brands.  Plus, she tells us how she built her team, dives into Better Half’s own strategy and shares why, if you can, you should take big swings on social.  In This Episode:  0:00 – Introduction  3:43 – An introduction to Better Half  5:58 – Excelling for big clients in a boutique agency  8:38 – Sustaining community engagement with Netflix  11:56 – Matching Netflix’s identity on social  14:24 – Operating in the niche vs mainstream  17:19 – Intentional hiring  21:58 – Alyssa’s team structure decisions  27:40 – How Better Half showcase their culture  30:45 – Better Half’s use of Substack  32:15 – Where to find Alyssa and Better Half   35:20 – Alyssa answers the Final Two  40:16 – Outro   Resources  Schedule a consultation with ICUC  Grab your free Social Media Audit Bundle  Alyssa’s website  Follow Alyssa on LinkedIn  Follow Alyssa on Instagram  Better Half website  Follow Better Half on LinkedIn  Follow Better Half on Instagram    Visit SocialPros.com for more insights from your favorite social media marketers. 
6/16/202341 minutes, 25 seconds
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Amy Landino Reveals Why Giving Generously Pays Off

We’re thrilled to welcome back success coach, author, speaker and marketing expert Amy Landino for this episode of Social Pros.  Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:  Salesforce Marketing Cloud  ICUC  Full Episode Details   If you are exploring how to grow your own social presence or you’re interested in becoming a more full-time creator, this is the show to take notes on! Amy Landino, success coach, speaker, author and marketing expert, joins Social Pros to provide some amazing tips and insights for creators.  She updates us on the growth of her career since her first appearance on the show (back in January 2017), shares her top tips for using videos on social and explains how she nurtures her community.  Plus, she tells us why we should support – not shock – our audiences, how to best navigate algorithms and why she thinks generosity is an essential part of any successful social strategy.  So much to unpack – don’t miss it!  In This Episode:  0:00 – Introduction  3:46 – Amy returns to Social Pros (after 6 years!)  4:41 – What Amy’s up to now  9:08 – How Amy evolved into Good Morning Good Life TV  12:52 – Navigating algorithms  19:57 – How clients can own their social  24:10 – The right cadence for CTAs  29:12 – From solo to managing a team  29:33 – How Amy nurtures her community  35:34 – Setting intentions  39:17 – Amy’s book and implementing mindfulness  41:10 – Final two  43:26 – Outro   Resources  Schedule a consultation with ICUC  Grab your free Social Media Audit Bundle  Amy’s website  Follow Amy on Twitter  Follow Amy on LinkedIn  Subscribe to Amy on YouTube  Good Morning Good Life TV  Amy’s books  Visit SocialPros.com for more insights from your favorite social media marketers. 
6/9/202344 minutes, 7 seconds
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How SHADOW Makes Its Clients’ Social Shine

We’re delighted to welcome Janay Smith, Director of Social at SHADOW, onto this episode of the Social Pros podcast.  Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:  Salesforce Marketing Cloud  ICUC  Full Episode Details   A variety of opinions, fresh ideas and different perspectives is so important in a team of social pros… which is why we were so inspired by how our guest on this episode manages her team and cultivates success.   Janay Smith, Director of Social at SHADOW, joins us to talk about her career so far, top tips for multitasking and coping with burnout, plus how to attain and recognize success in this fast-paced social environment.  She also reveals why community is at the root of all good social and that now is the time to relinquish control!  In This Episode:  0:00 – Introduction  5:22 – Introducing Janay and Shadow  7:48 – How Shadow navigate clients through social  11:31 – How she approaches staffing  15:24 – Dealing with burnout  18:18 – Biggest trends on social  20:54 – Recognizing success with staff  24:04 – Indicating success  25:23 – Launching Sunbum’s TikTok  31:01 – Exploring Shadow’s social  35:29 – Janay’s final two  39:56 – Outro   Resources  Schedule a consultation with ICUC  Grab your free Social Media Audit Bundle  Follow Janay on LinkedIn  Shadow  Follow Shadow on Instagram  Follow Shadow on Twitter    Visit SocialPros.com for more insights from your favorite social media marketers. 
6/2/202341 minutes, 14 seconds
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How to Become an #Antiableism Ally on Social

On this episode of Social Pros, we are delighted to be joined by Tiffany Yu, the CEO and founder of Diversability.  Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:  Salesforce Marketing Cloud  ICUC  Full Episode Details   This episode of Social Pros is truly inspirational!  Our guest has used highly-challenging personal events to create something remarkable.   Tiffany Yu, CEO and founder of Diversability, joins this episode of Social Pros.  Tiffany shares her inspirational story of grief and coming to terms with disability. She talks about how she created positives from obstacles in order to build Diversability and how she invites social pros to support the #Antiableism movement.  In This Episode:  0:00 – Introduction  5:34 – Introducing Tiffany  6:06 – Tiffany’s story  10:18 – When she first shared her story  20:39 – Leveraging LinkedIn  27:36 – Her #Antiableism video series  34:38 – Tiffany’s (soon to be published) book  44:16 – The final two  46:54 – Outro   Resources  Schedule a consultation with ICUC  Grab your free Social Media Audit Bundle  Diversability  Tiffany’s website  Follow Tiffany on Twitter  Follow Tiffany on Instagram  Follow Tiffany on LinkedIn  Visit SocialPros.com for more insights from your favorite social media marketers.
5/26/202347 minutes, 40 seconds
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Take a Paid Social Deep-Dive with Andrew Foxwell

We are delighted to welcome Andrew Foxwell, Co-Founder of Foxwell Digital, onto this episode of Social Pros.  Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:  Salesforce Marketing Cloud  ICUC  Full Episode Details   Need a paid social refresher?  The landscape is always changing and it’s easy to get impatient for the big results. But this week’s guest provides an in-depth look at leveraging paid social and staying on top of platform changes to work towards long-term success.  In this episode, we are joined by Foxwell Digital Co-Founder, Andrew Foxwell.  Andrew explains how to become a better marketer and looks at common misconceptions around paid social. Plus, he tells us how to navigate the constant changes and set yourself up for success by avoiding being beholden to social platforms!  A super-insightful episode for any social pro.  In This Episode:  0:00 - Introduction  4:45 – What Andrew is up to  8:16 – Data best practices  17:12 – Misconceptions around paid social  23:30 – Identifying progress  27:46 – Setting up for long-term success (and breaking free from platform changes)  35:57 – Data protection vs needing that data  45:11 – Andrew’s final two  47:52 – Outro   Resources  Schedule a consultation with ICUC  Grab your free Social Media Audit Bundle  Foxwell Digital  Foxwell Digital Memberships  Follow Andrew on LinkedIn  Follow Andrew on Twitter  Visit SocialPros.com for more insights from your favorite social media marketers. 
5/19/202348 minutes, 26 seconds
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How Vista Social Makes Marketing to Marketers More Human

We’re thrilled to welcome Brittany Garlin, Head of Marketing at Vista Social, on this episode of Social Pros.  Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:  Salesforce Marketing Cloud  ICUC  Full Episode Details   Consumers are super savvy nowadays. They don’t want convoluted, in-your-face marketing. They want something personal, down-to-earth and relatable…and this week’s guest keeps that front of mind.  Brittany Garlin, Head of Marketing at Vista Social, joins this episode of the podcast.   She explains Vista’s recipe for marketing to marketers, how they keep things human, authentic and relatable and how they’ve been using ChatGPT.  Brittany also discusses mental health and burnout on social, defining success and why we social pros need to stay adaptable.  In This Episode:  0:00 – Introduction  5:06 – What does Vista Social do?  9:11 – TikTok as a search engine  9:50 – Getting in the trenches with clients  11:16 – Being on camera  13:20 – Finding the right voice  14:56 – Using ChatGPT  25:08 – Staying authentic and human with AI  29:06 – Discussing mental health on social  32:44 – Measuring success/decisions on channels  34:15 – Where to follow Vista Social and Brittany  35:03 – Final two  37:22 – Outro   Resources  Schedule a consultation with ICUC  Grab your free Social Media Audit Bundle  Vista Social  Vista Social on Twitter  Vista Social on Instagram  Vista Social on TikTok  Follow Brittany on LinkedIn  Follow Brittany on Instagram  Visit SocialPros.com for more insights from your favorite social media marketers. 
5/12/202338 minutes, 7 seconds
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Practicing Mindfulness with Marketingprofs’ Allen Weiss

We’re thrilled to welcome Allen Weiss, CEO & Founder of MarketingProfs, on Social Pros this week for a masterclass in mental health and mindfulness.  Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:  Salesforce Marketing Cloud  ICUC  Full Episode Details   As social pros, we’ve all dealt with stress, burnout and anxiety…(gee, it’s probably a daily occurrence!)  But it’s so crucial we remember to take care of our minds and our souls and prioritize our mental health.  On this episode of Social Pros, we are joined by Allen Weiss, CEO & Founder of MarketingProfs.  Allen joins the show to discuss the benefits of mindfulness and meditation, why self-care is so important and how social pros can integrate mental health into their working routines.  Plus, Allen shares top tips on when and how to meditate, and plenty of other actionable advice.  We can think of so many times we’d have benefitted from taking a few moments to meditate at work – and we’re sure you can to!  Save and come back to this one in times of stress!  In This Episode:  0:00 – Introduction  4:44 – Time to introduce Allen  9:04 – His involvement in marketing, mental health and teaching  12:20 – How meditation changed his life  13:19 – How trauma impacted his mental health  15:46 – What is mindfulness?  20:13 – How long is long enough?  23:06 – Do you need to use an app/prompt?  25:30 – Taking a breath!  29:45 – How social media employers can implement mindfulness  35:12 – Allen’s class  37:30 – Advice for social pros  38:17 – Outro   Resources  Schedule a consultation with ICUC  Grab your free Social Media Audit Bundle  Be notified of Allen’s class  Follow Allen on LinkedIn  Follow Allen on Twitter  Visit SocialPros.com for more insights from your favorite social media marketers. 
5/5/202339 minutes, 14 seconds
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How One Creator Reached 800K Followers on Organic Alone

We’re thrilled to welcome Marilyn Mena-Scott, Body Piercer and Ear Stylist (and social media extraordinaire) at Paloma Piercing, onto Social Pros.  Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:  Salesforce Marketing Cloud  ICUC  Full Episode Details   Have you ever spent hours trying to magic up your next big social media idea? You’re definitely not the only one, but sometimes it’s worth going back to basics. That’s how this week’s Social Pros guest found success.   Body piercing and ear styling extraordinaire, Marilyn Mena-Scott, joins the show to discuss how she went from zero to 800K followers in less than two years, making down-to-earth, authentic content.  Marilyn explains how she approaches TikTok and Instagram, how she battles the challenges of social media algorithms and why being herself has been integral to her fast growth online.  Plus, she shares why all brands need a face on social and our host, Anna Hrach, tells the unlikely story of how Marilyn has ended up on the show. It’s certainly a Social Pros first!  In This Episode:  0:00 – Introduction   5:11 – Here’s Marilyn Mena-Scott  5:32 – An overview on Marilyn’s career  6:56 – How Marilyn was invited on the show  8:42 – How she got started on TikTok  13:27 – Anna on how she met Marilyn  17:10 – Why she keeps things simple  18:19 – Marilyn’s thoughts on possible TikTok bans  21:37 – Shadow banning experiences and algorithm challenges  25:24 – Marilyn’s TikTok strategy  29:39 – Engaging with your audience  32:22 – How Marilyn treats Instagram  35:30 – Tips for social marketers becoming solo creators  37:59 – Dealing with negative comments  39:44 – Final two  45:29 – Outro  Resources  Schedule a consultation with ICUC  Grab your free Social Media Audit Bundle  Marilyn’s website  Follow Marilyn on TikTok  Follow Marilyn on Instagram  Visit SocialPros.com for more insights from your favorite social media marketers. 
4/28/202345 minutes, 58 seconds
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How Golin Goes All-in on Breaking New Social Ground

We are delighted to welcome Josh Rangel, Senior Vice President of Social Media at Golin, to this episode of Social Pros.  Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:  Salesforce Marketing Cloud  ICUC  Full Episode Details   When McDonald’s brought back their All-Day Breakfast, a simple press release or social media post wasn’t enough…but how did Golin and their team mastermind a mammoth relaunch campaign?  On this episode of Social Pros, Josh Rangel, Senior Vice President of Social Media at Golin, shares why he and his team spent hours upon hours on Twitter for their McDonald’s All-Day Breakfast campaign.  Plus, he shares top tips for stopping the scroll on social, helping clients leverage ever-changing platforms and finding a work-life balance.  In This Episode:  0:00 – Introduction  4:26 – Introducing Josh Rangel  4:55 – How social has evolved at Golin  6:13 – Unpacking Golin’s McDonalds campaign  14:27 – Would they pull it off now?  16:41 – Earned media and authenticity   21:13 – Guiding clients through social challenges  24:15 – How to deal with burnout  28:20 – How Josh staffs teams at Golin  32:32 – Influencers changing the face of social  36:06 – Josh’s final two  41:13 – Outro   Resources  Schedule a consultation with ICUC  Grab your free Social Media Audit Bundle  Check out Golin  Follow Josh on LinkedIn  Follow Josh on Twitter  Visit SocialPros.com for more insights from your favorite social media marketers. 
4/21/202341 minutes, 53 seconds
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Jay Baer on Why Now Is the Time to Win

We’re delighted to welcome back Convince & Convert Founder (and OG Social Pros host) Jay Baer onto this episode.  Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:  Salesforce Marketing Cloud  ICUC  Full Episode Details   We love when things come full circle on Social Pros!   On this episode, we welcome back Jay Baer, founder of Convince & Convert, OG Social Pros host, business growth speaker, tequila influencer and…well, the list goes on!  Jay explains his study, The Time to Win, and how social media teams can provide the speed customers want.  He gives expert advice on social teams’ responsibilities, the role of social in business and navigating changes on channels.  Plus, he reveals all about his fast-growing tequila-related content on TikTok and Instagram. This man never stops!   Oh, and there’s plenty of Jay Baer-isms too!  In This Episode:  0:00 – Introduction  4:43 – Introducing Jay Baer  6:25 – What Jay is up to now  11:03 – Download Jay’s report, The Time to Win  11:50 – Unpacking social customer care in 2023  14:42 – Benefits and drawbacks of live chat  19:22 – How social pros can enact his advice  25:06 – Future book plans  27:09 – Jay’s foray into creating tequila content  30:20 – What he’s learned from working with brands  33:46 – Coping with shadow banning on social  35:29 – How can creators take control of data?  37:46 – Trademark Jay Baer-isms!  38:59 – Jay Baer’s final two!  42:41 – Outro     Resources  Schedule a consultation with ICUC  Grab your free Social Media Audit Bundle  Jay’s website  The Time to Win  Follow Jay on LinkedIn  Follow Jay on Twitter  Follow Jay on Instagram  tequila.jay on TikTok  Tequila Jay Baer on Instagram  Visit SocialPros.com for more insights from your favorite social media marketers.
4/14/202344 minutes, 3 seconds
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See How Creativity Flies High with Songfinch

We’re delighted that our guest on this episode of Social Pros is Brandon Smithwrick, Head of Content at Songfinch.  Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:  Salesforce Marketing Cloud  ICUC Full Episode Details  Songfinch is revolutionizing the custom gift industry, creating personalized songs with people’s unique stories. But how do they convey that magic on social?  Brandon Smithwrick, Head of Content at Songfinch, features on this episode of Social Pros.  Brandon’s a newbie at Songfinch, so he explains his methods for sharing new ideas among an established social team…without stepping on toes!  Plus, Brandon explains the importance of user-generated content, their channel strategy and red flags when job-hunting.  A fascinating interview that becomes a bit of a brainstorming session!   In This Episode:    0:00 - Introduction  3:47 – Introducing our guest  4:01 – Introducing Songfinch  6:05 – Joining an established social team  8:57 – Leveraging UGC  11:16 – Pitching new ideas among an established team  13:46 – Songfinch’s artists  15:27 – Creative briefs  18:52 – Using different channels  21:44 – Leveraging underused platforms  27:10 – Pay to play on social  29:10 – Looking for a new role  33:47 – Brandon’s final two  35:18 - Outro  Resources  Schedule a consultation with ICUC  Grab your free Social Media Audit Bundle  Songfinch  Brandon’s website  Follow Brandon on LinkedIn  Follow Brandon on Instagram  Follow Brandon on Twitter  Visit SocialPros.com for more insights from your favorite social media marketers. 
4/7/202335 minutes, 44 seconds
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How to Elevate and Empower Your Social Team

Looking to level up your social team?   We’re delighted to speak to Robert Glazer, Founder and Chairman of the Board at Acceleration Partners, on Social Pros.  Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:  Salesforce Marketing Cloud  ICUC  Are you finding building a strong and positive workplace culture an uphill battle? Team that with the stresses of social and you have a real challenge on your hands.  Here to help is Robert Glazer, Founder and Chairman of the Board at Acceleration Partners, who is featured on this episode of Social Pros.  Robert discusses his tips for strong leadership, how core values play into workplace culture and how to avoid burnout and overwork.  Plus, Robert reveals the stories behind his new book, ‘Elevate Your Team’, linked below. Robert’s previous Social Pros appearance from November 2018 is also linked.  In This Episode:  0:00 – Introduction  2:08 – Let’s introduce Robert Glazer  5:25 – What Robert’s been doing since his last appearance  6:40 – Robert on writing books  10:44 – Focusing on teams in social media  13:35 – Where are social media teams today?  16:28 – Have social media teams been too reactive?  19:37 – Why are core values so important?  22:48 – You’re the same person at work and at home  24:16 – Unicorns, The A-Team and underperformers  31:38 – You first or organization first?  37:56 – It’s OK to not want to lead  44:01 – Where to find Robert  45:25 – Robert’s final advice for social pros  Resources  Schedule a consultation with ICUC  Grab your free Social Media Audit Bundle  Robert Glazer’s website  Buy ‘Elevate Your Team’  Acceleration Partners website  Follow Robert on LinkedIn  Follow Robert on Instagram  Follow Robert on Twitter  Robert’s first Social Pros appearance  Visit SocialPros.com for more insights from your favorite social media marketers.
3/31/202347 minutes, 59 seconds
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Why Cashing In on Social Is Easier Than You Think

If you want to sell on social or dial up your existing social commerce efforts, this episode is for you. We welcome Lauren Petrullo, CEO and founder of Mongoose Media, onto Social Pros.  Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:  Salesforce Marketing Cloud  ICUC  Full Episode Details   Are you looking to cash in on social but you’re worried about how much time it could take?   Well, tune in to today’s episode for something truly eye-opening!  Lauren Petrullo, CEO and founder of Mongoose Media, joins us to simplify the complex world of social commerce. It’s not something we’ve covered a lot on Social Pros, so listen for some fascinating insights!  Lauren explains how to use social commerce the right way, how to overcome skepticism from buyers and she explains what platforms could be best for you.  Plus, Lauren reveals why she believes e-commerce brands could be leaving six figures or more on the table by avoiding social commerce!    Oh, and there’s a fair few mentions of Daniel’s scarf.  A mind-blowing episode…in the best way possible!  In This Episode:  0:00 - Introduction  3:39 – Let’s meet Lauren  6:18 – Benefits of brutal honesty  7:56 – Lauren’s 50,000ft view on social commerce  12:32 – Dialling up your social commerce  17:19 – Social commerce skeptics  21:18 – Analyzing data  23:26 – Unsung hero channels for social commerce  28:18 – Dealing with trust issues  31:45 – Regaining data power  37:49 – Lauren’s parting advice for social pros  Resources  Schedule a consultation with ICUC  Grab your free Social Media Audit Bundle  Follow Lauren on LinkedIn  Follow Lauren on Twitter  Follow Lauren on Instagram  Lauren’s website  Mongoose Media website  Visit SocialPros.com for more insights from your favorite social media marketers. 
3/24/202341 minutes, 53 seconds
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Why Every Brand Should Follow in Lululemon’s Social Footsteps

This week, we are delighted to welcome Ravi Hampole, SVP, Global Brand Creative at Lululemon, onto Social Pros.  Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:  Salesforce Marketing Cloud  ICUC  Full Episode Details   Social is changing every day. But one thing that never changes is the importance of being authentic.  Today’s guest on Social Pros puts authenticity at the forefront of his strategy through community-led social, in-house ambassadors and a human-first approach.  Ravi Hampole, SVP, Global Brand Creative at Lululemon, joins to explain why community is at the heart of what they do, why they work with ambassadors over celebrity creators and how they translate their human focus onto different channels.  Plus, Ravi explains why he views constraints as opportunities.  In This Episode:  0:00 – Introduction 4:11 – Introducing Ravi 6:32 – How Ravi contributes to social 9:46 – How Lululemon represents their community 16:31 – Carrying brand purpose across channels 27:24 – Ambassadors keeping it authentic 41:46 – Ravi’s final two  Resources  Schedule a consultation with ICUC  Grab your free Social Media Audit Bundle  Connect with Ravi Hampole on LinkedIn  Ravi’s website  Visit SocialPros.com for more insights from your favorite social media marketers. 
3/17/202350 minutes, 23 seconds
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How Quality Content Consistently Pays Off

We are delighted to welcome Jacob Shipley, Manager of Digital Customer Experience at Tyson Foods, on this episode of Social Pros. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud ICUC Full Episode Details Social media is a minefield. At times, it can feel impossible to get that viral post or create enough content to get in front of the right people. But consistency is key. On this episode of Social Pros, we spoke to the epitome of consistency on social, Jacob Shipley. Jacob is the Manager of Digital Customer Experience at Tyson Foods. He explains how patience is a virtue on social and why creating regular, high-quality content is more likely to breed success than banking on one viral post. Plus, he explains his background in the industry, his work with YouVersion and provides tips for growing followers organically. It’s a must-listen!  In This Episode: 0:00 – Introduction 3:37 – Let’s introduce Jacob Shipley 4:48 – Jacob’s day-to-day at Tyson Foods 6:51 – First party data tools 101 10:00 – Tapping into niche audiences 13:59 – Follower growth the right way 17:55 – Keeping consistent on social 22:01 – Jacob’s advice for budding social pros Resources Schedule a consultation with ICUC Grab your free Social Media Audit Bundle Follow Tyson Foods on Twitter Tyson Foods Follow Jacob on Twitter Follow Jacob on LinkedIn  Visit SocialPros.com for more insights from your favorite social media marketers.
3/10/202325 minutes, 28 seconds
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Clutch Gets Crazy-Transparent about Working with Creators

We are delighted to welcome Madison Long, CEO and co-founder of Clutch, onto this episode of Social Pros.   Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:   Salesforce Marketing Cloud ICUC   Full Episode Details   Are you looking to creators to add that extra dimension to your social strategy?   On this episode, our guest Madison Long, CEO and co-founder of Clutch, bridges the gap between brands and creators and explains how their relationships can breed success.   She talks about what brands need to know before teaming up with creators, how to set themselves up for and measure success and lifts the fog around pay rate and budgets.   Plus, she shares her views on why influencers aren’t the only creators to consider and how to leverage short-form video.   In This Episode: 0:00 – Introduction 2:39 – Introducing Madison Long 4:09 – Explaining Clutch 5:34 – How their process works 9:33 – Managing engagement expectations 11:55 – Questions brands should bring to the table 16:15 – Helping brands and creators measure success 19:34 – What should brands/creators have in place first? 26:32 – Helping brands identifying their TikTok strategies 31:19 – The final two: Madison’s advice for social pros Resources Schedule a consultation with ICUC Grab your free Social Media Audit Bundle Clutch website Clutch’s latest press release Follow Madison on Twitter Connect with Madison on LinkedIn Visit SocialPros.com for more insights from your favorite social media marketers.
3/3/202334 minutes, 27 seconds
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How Beyond Identity Delights B2B Audiences

Striking the right balance between fun and serious on social is the key to success. That’s why we wanted to speak to Joshua Gonzales, Media Producer at Beyond Identity, who is a prime example of doing just that.    Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:   Salesforce Marketing Cloud   ICUC   Full Episode Details   In This Episode:   When building and reconfiguring your social strategy, finding that perfect brand voice can be a challenge. Truth is…there’s no perfect brand voice.  But today’s Social Pros guest has found a way to create a light-hearted and highly likeable social strategy without becoming the butt of the joke!   Joshua Gonzales, Media Producer at cybersecurity MFA Beyond Identity, joins the show to discuss how he delights B2B audiences and draws back the curtain on his social master plan.  He explains how he balances seriousness and fun while remaining educational, how he pitches new ideas to management and how he leverages short-form video on YouTube Shorts and TikTok.  Plus, Joshua gives top tips for social pros getting in front of the camera and reveals the story behind his upcoming book.  0:00 – Introduction  4:30 – Introducing Joshua  5:13 – What does Beyond Identity do?  6:41 – Unpacking Beyond Identity’s fun social  10:09 – Light-hearted vs serious – finding the balance  12:16 – Pitching more ‘radical’ ideas to senior teams  18:28 – You are speaking to people!  19:57 – Tips for social teams creating videos  24:05 – How to back up your social decisions  25:26 – Leveraging YouTube Shorts and TikTok  27:23 – Different topics on different platforms  28:55 – Find Joshua & Beyond Identity  29:39 – The lowdown on Joshua’s book  30:31 – Parting advice from Joshua   Resources   Schedule a consultation with ICUC   Grab your free Social Media Audit Bundle   Beyond Identity  Follow Joshua on Twitter  Follow Joshua on Instagram  Follow Beyond Identity on Twitter  Get notified when Joshua’s book is available for pre-order  Visit SocialPros.com for more insights from your favorite social media marketers.
2/24/202334 minutes
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How Community, Creation and Culture Fuel Canva's Social

Canva has revolutionized design capabilities for brands of all sizes. But what goes into the social strategy that fuels their success?  We are delighted to be joined by Jacky Barker, Social Lead at Canva, on this episode of Social Pros.  Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:  Salesforce Marketing Cloud  ICUC  Full Episode Details   Canva is everyone’s best friend! It’s a smart visual communications platform helping social pros with marketing, presentations, branding and so much more. Plus, it features a ton of useful features and templates for you to get started with ease.   As our guest likes to say, it’s “the full shebang”!  But what are the secrets behind their rise and how does their social media strategy support their success?  On this episode, Jacky Barker, Canva’s Social Lead, explains how community and culture are super important to help keep the brand in the spotlight.  She takes us through her day-to-day responsibilities, how she identifies target audiences and demographics, how her and her team leverage Pinterest and TikTok and so much more.  This is packed full of expert advice and top tips and tricks for any social pro!  In This Episode:  0:00 - Introduction  4:14 – Explaining Canva  5:04 – Jacky’s day-to-day  7:46 – Acting on cultural cues  9:09 – The boom of TikTok  11:09 – Engaging with Canva’s community  13:24 – Canva’s target audience  19:05 – Canva changing their messaging  22:20 – How Jacky and Canva leverage Pinterest  27:08 – Determining the next steps for Canva’s social  31:41 – Jacky’s parting advice for social pros  Resources  Get the new State of Marketing report for free from Salesforce  Schedule a consultation with ICUC  Grab your free Social Media Audit Bundle  Canva  Canva on Pinterest  Follow Canva on Twitter  Follow Jacky Barker on LinkedIn  Follow Jacky Barker on Twitter  Visit SocialPros.com for more insights from your favorite social media marketers. 
2/17/202335 minutes, 10 seconds
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Hootsuite’s Social Media Trends 2023

We are delighted to be joined by Kosta Prodanovic, Senior Copywriter at Hootsuite, in a jam-packed episode about what’s in store for social in 2023. This is definitely one to bookmark!  Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:  Salesforce Marketing Cloud  ICUC  Full Episode Details   Want to know the biggest social trends for 2023? Of course you do!  On this episode, we are joined by Hootsuite’s Senior Copywriter, Kosta Prodanovic, who joins the show to discuss Hootsuite’s 2023 Social Media Trends report.  Kosta dives into what’s working on social this year and highlights some of the biggest findings, such as how smaller companies can poach creators, how the younger generation have changed how they search and the importance of customer service on social.  Head to the links below to find the report in full and make sure you save this one to refer back to!  In This Episode:  0:00 – Introduction  3:35 – Introducing Kosta Prodanovic  6:37 – Takeaways from Hootsuite’s Social Trends Report 2023  14:06 – Did any trends surprise Kosta?  16:24 – Impetus for using social as search  20:00 – Social commerce and trust  25:24 – Customer service on social  30:44 – Kosta’s tips for social pros  Resources  Get the new State of Marketing report for free from Salesforce  Schedule a consultation with ICUC  Grab your free Social Media Audit Bundle  Hootsuite Social Trends Report 2023  Find out more about Hootsuite  Follow Kosta on Twitter  Follow Kosta on LinkedIn  Visit SocialPros.com for more insights from your favorite social media marketers. 
2/10/202336 minutes, 11 seconds
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Behind the Social Pros Scenes with Leanna Pham

Leanna Pham, Convince & Convert’s very own Executive Podcast Producer and Marketing Operations & Social Media Manager, joins this episode of Social Pros for a behind-the-scenes peek at the process behind the podcast.  Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:  Salesforce Marketing Cloud  ICUC  Full Episode Details   Each week on Social Pros, we sit down with social media managers, CMOs and content creators to get a look behind the curtain at how they build their strategies and ideas. But, here, we thought we’d get a little introspective…  Convince & Convert’s very own Executive Podcast Producer and Marketing Operations & Social Media Manager, Leanna Pham, appears on this episode.  She discusses the work she does behind the scenes, her guest scheduling process for our show and how she sustains the conversation with guests.  Plus, she tells us what she likes and dislikes about the current social media world, reveals production top secrets and tells us where she goes for inspiration.  This episode was a long time coming and it’s a must-listen!    In This Episode:  3:50 – Leanna explains a little about her role  7:24 – How Leanna manages guest relations on the show  10:56 – Top tips for recruiting great podcast guests   14:35 – Why Leanna wants to showcase all types of people in this industry  17:10 – A sneak peek at the big changes coming to Social Pros  20:40 – How to set better expectations for social media  23:44 – What Leanna likes/dislikes about what’s changed in social media lately  26:34 – Social accounts Leanna follows for inspiration  29:56 – Leanna’s top tip for social pros Resources  Get the new State of Marketing report for free from Salesforce  Schedule a consultation with ICUC  Grab your free Social Media Audit Bundle  Leanna Pham on LinkedIn  Visit SocialPros.com for more insights from your favorite social media marketers. 
2/3/202333 minutes, 23 seconds
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Greatest Hits: How AI Impacts Social Media

Kate Bradley Chernis, co-founder and CEO of Lately, joins Social Pros to discuss the revolutionary power of AI in the content creation and marketing spaces. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud ICUC Full Episode Details AI technology is coming on at a rapid pace, and this Social Pros guest is at the absolute collision point of social media and technology! Kate Bradley Chernis, the Co-founder & CEO of Lately.ai, joins this Best Of edition of the Social Pros podcast to discuss AI applications in the world of sales and marketing. Kate explores why social pros need to look for more interesting and compelling ways to draw audiences in and how Lately is helping users raise engagement levels by generating words that convert. We hear how important it is for social pros to break down communication barriers using touchpoints that trigger nostalgia, memory, and emotion, as well as the various ways AI can make that process easier. In This Episode: 3:19 – Introducing Kate Bradley Chernis 3:40 – Introducing Lately 6:46 – Values humans care about 12:39 – Is FOMO dead? 13:50 – Saving time or boosting engagement? 16:31 – The best source material for AI 20:10 – How writers can see AI as a tool, not a threat 24:45 – How AI helps with engagement 27:04 – Which team should own the Lately relationship? 29:13 – Being more social on social with AI 31:30 – Lately office hours 38:08 – Kate leaves advice for social pros Resources Get the new State of Marketing report for free from Salesforce Schedule a consultation with ICUC Grab your free Social Media Audit Bundle Lately.ai Lately.ai on Twitter Kate on Twitter Visit SocialPros.com for more insights from your favorite social media marketers.
1/27/202346 minutes, 49 seconds
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How DoctorJonPaul Became a Trailblazing Creator

It’s hard to narrow this guest’s titles down…but here goes! This episode of Social Pros features DoctorJonPaul, an influencer, educator, public speaker, thought leader, media critic, podcast host and…well, the list goes on! Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud ICUC Full Episode Details Building a personal brand and becoming a social trailblazer off your own back is no mean feat. But one person who has done just that is DoctorJonPaul. On this episode of Social Pros, DoctorJonPaul explains how they became a creator, the processes they use to build their brand and how they choose which social platforms to prioritize. Plus, they share their views on Twitter’s changes, reveal all about how their podcast, BFF: Black, Fat, Femme, came to be, and provide some unmissable top tips for budding social pros. This one’s a real must-listen! In This Episode: 4:34 – Let’s introduce DoctorJonPaul 6:10 – How they became a creator 12:26 – Deciding what to create each day 16:32 – Investing in self-promotion 20:24 – Twitter changes: DoctorJonPaul’s take 23:10 – Branching onto other platforms 27:09 – BFF: Black, Fat, Femme 37:20 – Advice from DoctorJonPaul Resources Get the new State of Marketing report for free from Salesforce Schedule a consultation with ICUC Grab your free Social Media Audit Bundle DoctorJonPaul’s website Follow DoctorJonPaul on Twitter Follow DoctorJonPaul on LinkedIn Follow DoctorJonPaul on Facebook Follow DoctorJonPaul on Instagram Tune in to BFF: Black, Fat, Femme Visit SocialPros.com for more insights from your favorite social media marketers.
1/20/202341 minutes, 38 seconds
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How Cassie Petrey Turns Rockstars into Social Pros

This one’s a slightly different episode of Social Pros! On this episode, we are joined by Cassie Petrey, owner of Crowd Surf. She explains how she went from pop superfan to managing social for some of the top music stars we know and love.   Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:  Salesforce Marketing Cloud  ICUC  Full Episode Details   When we scroll through TikTok, Instagram or YouTube Shorts and see our favorite pop stars and influencers, we don’t always consider what led to the creation of each post or video.  But our latest guest knows the ins-and-outs of the megastars’ social strategies…  Cassie Petrey, owner of Crowd Surf, joins this episode of Social Pros to discuss how she transforms musicians, comedians and influencers into masters of social.  She describes how she got into the industry, using social to let audiences help fulfil your goals and talks about what platforms are underused.  Plus, tune in for plenty of Backstreet Boys fangirling!  In This Episode:  5:00 – Introducing Cassie  6:29 – Cassie’s journey in social  14:05 – Social media as the benchmark of success  16:16 – Why she pushes clients to remember non-social goals  20:54 – Coaching clients on big social media changes  28:56 – Highlighting under-utilized platforms  36:26 – Where to find Cassie  37:37 – Final advice for social pros  Resources  Get the new State of Marketing report for free from Salesforce  Schedule a consultation with ICUC  Grab your free Social Media Audit Bundle  Visit SocialPros.com for more insights from your favorite social media marketers.  
1/13/202341 minutes, 5 seconds
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How Vidyard Generates Leads with LOLs

It’s remarkable that this guest hasn’t been on Social Pros before…he’s made for it! On this episode, we welcome Tyler Lessard, VP of Marketing and Chief Video Strategist at Vidyard.  Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:   Salesforce Marketing Cloud  ICUC  Full Episode Details   We’re living in the age of the content creator. YouTubers and TikTok stars dominate the minds of the youth and fans gravitate towards their content like nothing else!  So, is it time social media teams took a leaf out of their book?  On this Social Pros episode, Tyler Lessard, VP of Marketing and Chief Video Strategist at Vidyard, explains why he thinks social teams need to adopt a “creator mindset”.  He preaches the power of vertical video, explains how Vidyard keep their conversations fluid across platforms and shares his thoughts on whether B2B brands can actually generate leads on TikTok.  Plus, Tyler reveals all about how he got started at Vidyard and how they work their magic on social.  In This Episode:  4:39 – Introducing Tyler  7:13 – Background on Vidyard  8:52 – Tyler’s journey to social  11:20 – Keeping conversation fluid across platforms  15:20 – Why social media is a creator game  19:10 – Cultivating creator curiosity in a B2B team  27:27 – B2B brands – can they generate leads on TikTok?  32:08 – Media brand vs company brand  37:47 – Final advice from Tyler Lessard  Resources Get the new State of Marketing report for free from Salesforce  Schedule a consultation with ICUC  Grab your free Social Media Audit Bundle  Connect with Tyler on LinkedIn  Follow Tyler on Twitter  Buy ‘The Visual Sale’   Visit SocialPros.com for more insights from your favorite social media marketers. 
1/6/202343 minutes, 12 seconds
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Top Social Pros Moments from 2022

So we’ve made it to the end of 2022. In this special episode, Anna Hrach, Erika Lovegreen and Daniel Lemin sit down to highlight some of their favorite Social Pros guest moments from the past year. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud ICUC Full Episode Details 2022 hasn’t been an easy ride for social pros. But, still, the podcast has welcomed over 40 incredible guests onto the show who have done their bit to provide unmatched advice and remarkable stories over the past year. In this special end-of-year episode of Social Pros, we revisit six of our favorite guest moments from the past 12 months. From Allison Day’s words on how Reddit breaks the fourth wall to Luz Bickert and Melissa Rivers’ reminder that it’s OK to have fun on social, hosts Anna Hrach, Erika Lovegreen and Daniel Lemin have been spoilt for choice in picking their favorites. Find the full episodes with guests featured in this special down below. In This Episode: 0:00 – Introduction 3:32 – Erika’s first pick 7:57 – Daniel’s first pick 14:23 – Anna’s first pick 20:20 – Erika’s second pick 25:00 – Daniel’s second pick 31:08 – Anna’s second pick 36:18 – Key takeaways from our 2022 episodes 39:29 – Closing thoughts 40:28 – Outro (thank you Social Pros listeners!) Resources Get the new State of Marketing report for free from Salesforce Schedule a consultation with ICUC Grab your free Social Media Audit Bundle How Justin Tse Gained 1.5 Million Followers How Reddit Broke the Fourth Wall and the Internet (Allison Day) How Chili’s & Mattress Firm Made the Perfect Social Pairing (Luz Bickert & Melissa Rivers) How to Break Out of Your Social Comfort Zone (José Avila) How to Create Social Conversations that Connect (Brooke Sellas) How Lyft Drives Organic Social with Data and Heart (Stephanie Ramirez) Visit SocialPros.com for more insights from your favorite social media marketers.
12/30/202241 minutes, 19 seconds
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Happy Holidays from Social Pros

While we don’t have a new episode for you this week, co-host Anna wanted to jump on the mic to wish all you social pros out there a Happy Holidays and a Happy New Year! Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:  Salesforce Marketing Cloud  ICUC  Full Episode Details  Anna, Erica, and Daniel are taking a break for the holidays but will be back soon with our 2022 wrap-up Social Pros episode. In that episode, we’ll be taking a look back at some of our favorite moments and best pieces of social pros advice from 2022.   In the meantime, now is a perfect time to catch up with any episodes you’ve missed over 2022 or even before. We have 10 years of Social Pros episodes for you to dig into.  We wanted to take the opportunity to wish you all a Happy Holidays and a Happy New Year from all of us at Convince & Convert. We’ll be back on December 30th for our next episode – don’t miss it!   Resources  Schedule a consultation with ICUC  Grab your free Social Media Audit Bundle  Visit SocialPros.com for more insights from your favorite social media marketers. 
12/23/202242 seconds
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We Trust Chris Penn’s Insights on Why Private Social Is a Must-Do

How brands think about online communities has to change. And who better to discuss this with than Chris Penn, co-founder and Chief Data Scientist at TrustInsights.AI. He joined Social Pros to discuss private social and online communities, and to tell us the one thing social media marketers and salespeople should be doing. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud ICUC Full Episode Details There’s just so much good stuff to unpack from this Social Pros episode that it’s hard to think of an opening sentence for these show notes! Chris Penn, co-founder and Chief Data Scientist at TrustInsights.AI, joins this episode for his second appearance. Chris shared a ton of excellent advice and insights on private social, online communities, data privacy laws and reading data analytics. Plus, he shared his thoughts on social teams’ responsibilities regarding psychological safety, the diminishing need for users to feel a personal connection and revealed what he believes to be the one most useful thing social media marketers can do right now. In This Episode: 3:43 – Introducing Chris Penn 8:40 – Do you have the recipe? 9:59 – Understanding data – where do people go wrong? 12:05 – Why to go into data with understanding 13:41 – Lessons to learn from available data 17:12 – The importance of listening 19:40 – Running a Slack channel and progression of private social 25:28 – Psychological safety 26:52 – Topical interest over personal connection 30:37 – How should social pros consider measurement? 35:27 – Centralized analytics team vs knowledge across the team 37:38 – Chris leaves advice for social pros Resources Get the new State of Marketing report for free from Salesforce Schedule a consultation with ICUC Grab your free Social Media Audit Bundle Follow/connect with Chris on LinkedIn Follow Chris on Twitter Chris’ personal website TrustInsights.ai Our previous episode with Chris Visit SocialPros.com for more insights from your favorite social media marketers.
12/16/202243 minutes, 18 seconds
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How to Weather Social Platform Shifts with Incredible Content

Joseph Galbo, Social Media Specialist at the U.S. Consumer Product Safety Commission, rejoins Social Pros to explain how he and his team navigate social media shifts. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud ICUC Full Episode Details Social media is ever-changing. And, in light of these constant shifts, it’s important to stay on top of how we can meet our audiences where they are at. On this episode of Social Pros, Joseph Galbo, Social Media Specialist at the U.S. Consumer Product Safety Commission, makes his second appearance on the show. Joseph explains how he weathers social media storms and continues to put fun at the forefront of his approach. He also shares his views on the changes at Twitter and Meta. Plus, he details how he prioritizes social output in a small team, outlines his idea processes and tells us how he achieves flexibility and autonomy to disrupt convention on social.   In This Episode: 3:45 – Introducing Joseph Galbo 6:20 – How USCPSC’s voice changed during COVID 10:04 – USCPSC’s reaction to changes on social 14:59 – Why Joseph wanted to reassure his audience 20:05 – Social listening and observing change 21:49 – Where should small social teams focus their time? 26:23 – Expressing creativity in a government organization 31:48 – Autonomy at USCPSC 35:20 – Joseph’s creative process secrets 39:38 – Advice for social pros Resources Get the new State of Marketing report for free from Salesforce Schedule a consultation with ICUC Grab your free Social Media Audit Bundle Connect with Joseph Galbo on LinkedIn Follow the US Consumer Product Safety Commission on Twitter Follow Joseph Galbo on Twitter Visit SocialPros.com for more insights from your favorite social media marketers.
12/9/202245 minutes, 8 seconds
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Keeping Social Real with Dr. Brian Boxer Wachler

Social media is an incredible thing. For many of us, without it, we simply wouldn’t have a career. But it does have its dangers too…and they can’t be ignored. That’s why we invited Dr. Brian Boxer Wachler, MD and TikTok influencer, onto Social Pros to discuss how he balances his career on social with his in-person experiences and relationships. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:  Salesforce Marketing Cloud  ICUC  Full Episode Details   The title of our show is Social Pros…but we rarely talk about the social ‘cons’.   We all know how popular social media is, not to mention how important it is for modern society. Our jobs literally depend on it!   But, today’s guest Dr. Brian Boxer Wachler, MD & TikTok influencer, joins Social Pros to discuss the dark side of social and how to create a healthy balance between staying active online and holding strong relationships off it.  Brian explains his big break on social, when he realized he was big on TikTok and how his content has evolved.  Plus, he discusses his book, Influenced: The Impact of Social Media on our Perception, explains the benefits and dangers of social media and how he evaluates success on social.  In This Episode:  3:52 – How Dr. Brian first got started on social media  6:20 – The moment social media clicked for Dr. Brian   8:23 – How Dr. Brian’s social media content has evolved   10:06 – Why Dr. Brian decided to come up with his own metrics for TikTok  14:14 – Taking a balanced view of social media   16:29 – What led Dr. Brian to write his book  21:55 – How to avoid getting too sucked into social media  23:41 – How to avoid social media burnout   27:09 – The warning signs of social media addiction  32:02 – Dr. Brian’s one tip for those wanting to become a social pro Resources:  Get the new State of Marketing report for free from Salesforce  Schedule a consultation with ICUC  Grab your free Social Media Audit Bundle  Follow Dr. Brian Boxer Wachler on Twitter  Follow him on Instagram  Follow him on TikTok  His book: Influenced: The Impact of Social Media on our Perception  Visit SocialPros.com for more insights from your favorite social media marketers.
12/2/202233 minutes, 55 seconds
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Greatest Hits: Kate Winick

We’re away for Thanksgiving, but we couldn’t leave you without an episode this week…so here’s one from the archives. In this Greatest Hits episode, we revisit a fascinating discussion we had with Kate Winick, Senior Director, Social Media at Peloton.  If you’re celebrating Thanksgiving, we hope you have a wonderful one! Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:  Salesforce Marketing Cloud  ICUC  Full Episode Details    With new algorithms popping up every other day, there’s a lot to consider when engaging audiences on social. It’s no longer just about how many likes or shares a post gets. It’s about monitoring how you're perceived in the industry and the world.  If there’s one person who understands this well, it’s Kate Winick, the Senior Director of Social Media at Peloton. She joins Social Pros to share some insights into how things work behind the scenes at Peloton and how the team manages to engage such a large audience.  Kate also tells us how Peloton maintains the balance between giving its instructors creative freedom and fostering brand integrity. There’s even a little bit on some of the most highly underrated metrics social pros should be looking out for today. So, this is an episode you don’t want to miss!  In This Episode:  1:13 – Introducing Kate Winick  3:43 – Bringing content calendars together for initiatives  6:40 – Tapping into conversations than keep fans engaged  12:11 – Engagement that blew Kate away  17:19 – Giving instructors creative freedom  19:23 – Kate’s advice for trusting creative partnerships with talent  22:52 – How Peloton measure social success  28:00 – Do Peloton have channel-specific owners?  32:19 – Training challenges at Peloton today  35:05 – Dealing with burnout in social  39:05 – Where to find Kate and Peloton  39:35 – Kate leaves advice for social pros Resources Get the new State of Marketing report for free from Salesforce  Schedule a consultation with ICUC  Grab your free Social Media Audit Bundle  Peloton website  Follow Kate on Twitter  Connect with Kate on LinkedIn   Visit SocialPros.com for more insights from your favorite social media marketers. 
11/25/202241 minutes, 54 seconds
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Wig-Wearing Turtle Videos and More Stories with TAMI

Imagine taking thousands and thousands of hours of archive footage and hand-picking the perfect clips for social media. Well, that’s how today’s Social Pros guests have become super popular on numerous platforms.  Hear how Caroline Frick, Founder and Executive Director, and Elizabeth Hansen, Managing Director of the Texas Archive of the Moving Image amplify their work on social in this episode.  Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:  Salesforce Marketing Cloud  ICUC  Full Episode Details   We are delighted to welcome Caroline Frick, Founder and Executive Director, and Elizabeth Hansen, Managing Director of the Texas Archive of the Moving Image, onto this week’s Social Pros.  In this episode, Caroline and Elizabeth explain what they do and explore how using social media has helped amplify their hard work and attract brand-new audiences to their website.  Plus, they explain the links between archiving and social media and why they’re the perfect match, how they select archive footage for social and how they measure engagement.  The guests also highlight their free digitization program, impart some incredible advice and share the story of a certain wig-wearing turtle…there’s a lot of wig-wearing turtle chat!  In This Episode:  3:51 – Introducing Caroline Frick and Elizabeth Hansen  6:46 – An overview of the Texas Archive of the Moving Image  14:22 – How TAMI balance their day-to-day PLUS social  17:36 – How TAMI select archive footage for social  19:37 – Explaining a certain wig-wearing turtle  29:37 – How TAMI measure social media success  31:31 – TAMI’s free digitization programme  35:13 – Caroline and Elizabeth provide top tips for social pros Resources  Get the new State of Marketing report for free from Salesforce  Schedule a consultation with ICUC  Grab your free Social Media Audit Bundle  Visit SocialPros.com for more insights from your favorite social media marketers. 
11/18/202239 minutes, 27 seconds
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Why Collaboration Is Key to Zillow’s Social Success

Sam Gonzales, Social Media Manager at Zillow, joins the Social Pros podcast to explore the power of collaboration and how it’s helped him take his brand’s social approach to the next level. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:  Salesforce Marketing Cloud  ICUC  Full Episode Details   Finding your voice on social media is no mean feat. When you’re tasked with educating your audience while maintaining a fun, light-hearted approach that resonates with people, collaboration is simply essential.  On this episode of Social Pros, Sam Gonzales, Social Media Manager at Zillow, explains how collaboration has helped him grow their social profile.   Sam details how the company joined forces with pet-sitting organization Rover, dives into the role social plays in corporate communication and lets us in on how Zillow’s team functions through building partnerships.  We’d also just like to note that this episode of Social Pros was recorded prior to the recent Twitter layoffs.  In This Episode:  4:44 – Introducing Sam Gonzales  5:35 – Zillow’s social strategic mission  7:16 – Balancing education and fun on social  10:27 – Cutting through the noise in real estate social  13:17 – Does Zillow react to current affairs?  16:55 – Zillow’s collaboration with Rover  21:18 – How Sam has structured his social team  25:08 – Exploring brand collaborations  27:14 – Changing approach for each channel  32:19 – Leveraging trends on TikTok  36:45 -Sam provides top tips for social pros  Resources  Get the new State of Marketing report for free from Salesforce  Schedule a consultation with ICUC  Grab your free Social Media Audit Bundle  Connect with Sam on LinkedIn  Visit SocialPros.com for more insights from your favorite social media marketers. 
11/11/202240 minutes, 47 seconds
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How Curiosity Fueled Duarte Garrido’s Social Career

There’s no simple hack to finding success on social. Everyone takes their own path, though not many used to be a chef!  Duarte Garrido, Global Head of Social Media and Cross-Channel Activation at Standard Chartered, joined this week’s Social Pros to discuss how curiosity fueled his social career.  Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:  Salesforce Marketing Cloud  ICUC  Full Episode Details   We are excited to welcome Duarte Garrido, Global Head of Social Media and Cross-Channel Activation at Standard Chartered, onto Social Pros this week.   In this episode, Duarte harks back to his days as a chef and explains how the lessons he learned kickstarted his career on social. Plus, he explains the importance of social for PR and marketing, how he measures success and what he looks for in new team members.  Duarte also outlines his career to date and provides unmissable tips and tricks for social pros at any stage of their career.   In This Episode: 6:17 – Introducing Duarte  7:07 – Duarte’s path to social media  12:30 – How curiosity propelled Duarte’s career  15:25 – Pre-requisites to becoming a social pro  17:29 – What drew Duarte to Philip Morris?  23:09 – Why Duarte’s role Philip Morris role felt counterintuitive  26:39 – How he keeps his team focused on metrics at Standard Chartered  34:39 – Duarte’s mindset for any social media and marketing team  35:24 – How to start at a new company as a leader in social  40:30 – How Duarte views social media  41:30 – Duarte’s advice for budding social pros Resources  Get the new State of Marketing report for free from Salesforce  Schedule a consultation with ICUC  Grab your free Social Media Audit Bundle  Connect with Duarte on LinkedIn  Follow Duarte on Twitter  Visit SocialPros.com for more insights from your favorite social media marketers. 
11/4/202249 minutes, 31 seconds
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NE Ohio Regional Sewer District Is a Masterclass in Engagement

You wouldn’t necessarily think much about the sewerage system that runs beneath your feet, or that a sewer district could be a powerhouse of engagement on social.   But this week’s Social Pros guest, John Gonzalez, Communications Manager at Northeast Ohio Regional Sewer District, is using personality to build strong human connections.   Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:  Salesforce Marketing Cloud  Full Episode Details   If you’re not following Northeast Ohio Regional Sewer District on Twitter, you’re missing a trick. The organization has a following of over 35,000, which has grown through its unique and hilarious social approach.   We had to invite their Communications Manager, John Gonzalez, onto Social Pros to hear his top tips and tricks.  John explains the challenges he has faced in making a sewer district exciting on social and discusses how his job plays out day-to-day.  Plus, he reveals top tips on building human connection through adding personality to your content and staying on top of trends. If you’re looking to grow a unique, relatable brand on social, you’re in the right place.  In This Episode:  4:23 – Introducing John Gonzalez  5:40 – What is Northeast Ohio Regional Sewer District?  6:30 – John outlines his role  8:39 – How John stays ‘human’ on social  12:09 – Cultivating and nurturing a community of active followers  14:53 – Earning leaders’ trust for a unique social approach  17:45 – Gaining freedom and creativity for social  22:39 – John’s content creation process  25:35 – Did John always use Twitter?  26:45 – Does John ever switch off?!  27:56 – How NE Ohio Regional Sewer District approach other platforms?  30:14 – Creating social content without expectation  33:00 – John explains his campaign  39:23 – John Gonzalez’s top tip for social pros  Resources  Get the new State of Marketing report for free from Salesforce  Schedule a consultation with ICUC  Grab your free Social Media Audit Bundle  Connect with John on LinkedIn  Follow John on Twitter  Northeast Ohio Regional Sewer District website   Visit SocialPros.com for more insights from your favorite social media marketers. 
10/28/202241 minutes, 19 seconds
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How Universal Parks & Resorts Creates In-Park Social Moments

Even if a brand’s social approach looks like it’s all fun and games, there’s a lot of hard work, thought and strategizing going on behind the scenes. And, this week’s Social Pros guest gets to experience both! Eric Gray, Senior Director of Content & Engagement at Universal Parks & Resorts, joins this episode of the podcast with top tips and tricks for capturing social moments and more. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud ICUC Full Episode Details Here at Social Pros, we were so excited to have Eric Gray, Senior Director of Content & Engagement at Universal Parks & Resorts, on the podcast. Not just because we love theme parks, but because their social approach is superb! Eric preaches the power of user-generated content and explains how he leverages it at Universal. He explores the challenges he faces, where he looks for inspiration and details their Instagram and Twitter strategies. Plus, Eric tells us how he looks to engage communities through content and so much more. It’s a fun episode with some excellent insight from a true social pro. In This Episode: 5:12 – Introducing Eric Gray 6:16 – Eric’s day-to-day 9:46 – Typical challenges Eric faces 14:35 – Social for a theme park during COVID 17:09 – What role does a theme park play in virtual spaces? 20:26 – Seeking social inspiration in a theme park 24:35 – How Universal Parks & Resorts use UGC 31:48 – How their Twitter creates awe and wonder 38:07 – Eric gives advice for social pros Resources Get the new State of Marketing report for free from Salesforce Schedule a consultation with ICUC Grab your free Social Media Audit Bundle Follow Eric on LinkedIn Follow Eric on Twitter Visit SocialPros.com for more insights from your favorite social media marketers.
10/24/202243 minutes, 39 seconds
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Inside Glossier’s Iconic Social Approach

Jamie Dinar, Senior Manager, Social & Digital Content at Glossier, joined this episode of Social Pros to unpick the brand’s distinctive social strategy and provide top tips and tricks for social pros. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud ICUC Full Episode Details We all know how fast-paced social media is. 24/7, it simply does not sleep. There are many brands out there whose social media speed and efficiency are just off the charts. One of them is the skincare and beauty brand, Glossier. But how do they do it? We asked their Senior Manager of Social & Digital Content, Jamie Dinar, on the latest episode of Social Pros for her ‘secret sauce’ on becoming agile on social. Jamie explained how her team at Glossier is empowered to act fast and said that clear communication between colleagues is key to being proactive in social. We don’t want to give too much more away because this episode is packed with so many helpful takeaways to switch your approach to social up a gear. In This Episode: 5:11 – Introducing Jamie Dinar 6:00 – Glossier’s social blueprint 9:01 – Jamie’s role at Glossier 10:43 – Staying agile on social 13:32 – Eating, breathing and sleeping social 15:17 – Glossier’s TikTok approach 19:27 – The community aspect of Glossier 22:46 – How Glossier keeps their brand voice united 25:30 – Replicating in-store experience online 28:51 – Jamie’s TikTok Live experience 32:15 – What to expect from Glossier – end of 2022 33:45 – Jamie’s advice for budding social pros Resources Get the new State of Marketing report for free from Salesforce Schedule a consultation with ICUC Grab your free Social Media Audit Bundle Follow/connect with Jamie on LinkedIn Follow Glossier on Twitter Visit SocialPros.com for more insights from your favorite social media marketers.
10/14/202237 minutes, 8 seconds
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How Marketing Millennials Scaled to 450K+ LinkedIn Followers

Standing out on LinkedIn is no easy feat, and yet this week’s Social Pros guest has mastered the art of LinkedIn marketing. Daniel Murray, Founder of The Marketing Millennials, joins the podcast to spill his LinkedIn secrets and tips for success. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud ICUC Full Episode Details With over 450,000 followers on LinkedIn, you’ve probably already come across some marketing wisdom from The Marketing Millennials. We just had to learn the secrets behind its success and invited Founder Daniel Murray to the Social Pros podcast. Daniel explains why he began to focus on LinkedIn and how he got to where he is today. He explores the challenges of LinkedIn marketing, the content trends he’s noticed on the platform, and why you should always “speak the language” of your chosen platform. We hear his insights into audience research, how B2B marketing differs from B2C, why you should try to focus on one thing at a time, and so much more. If you’re looking to break into LinkedIn marketing, this is the episode for you. In This Episode: 4:09 – An introduction to Daniel 6:40 – Daniel’s involvement in Sales Impact Academy 9:56 – How Daniel approaches LinkedIn for Sales Impact Academy 17:06 – Creating good content on LinkedIn 23:53 – Daniel introduces Marketing Millennials 29:11 – What has Daniel learned when growing Marketing Millennials? 34:34 – Content repurposing to help grow your business 38:36 – Where to follow Daniel 40:04 – Daniel’s advice for social pros Resources Get the new State of Marketing report for free from Salesforce Schedule a consultation with ICUC Grab your free Social Media Audit Bundle Sales Impact Academy Follow The Marketing Millennials on LinkedIn Follow The Marketing Millennials on Instagram Check out The Marketing Millennials podcast Visit SocialPros.com for more insights from your favorite social media marketers.
10/7/202244 minutes, 8 seconds
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How Higher Ed Can Boost Social Media Performance with Empathy and Design

Robert John Thompson, Director of Digital Marketing at Joseph M. Katz Graduate School of Business, University of Pittsburgh, joins the Social Pros podcast to explain how social media marketers can enhance their operations through higher education and empathy. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Full Episode Details The marketing landscape is constantly changing. This means it’s increasingly important that marketing professionals have knowledge across multiple areas so their teams can grow and evolve. In this episode of Social Pros, Robert John Thompson, Director of Digital Marketing at Joseph M. Katz Graduate School of Business, University of Pittsburgh, shares the ins and outs of his journey from graphic design to marketing, his current role, how marketers can move with the times and so much more. Get ready to note down some top tips from RJ on audiences, upskilling and marketing with empathy. Plus, he shares why he thinks marketers should return to the classroom.   In This Episode: 4:20 – RJ explains his job role and background 7:27 – Why RJ pivoted from graphic design to marketing 12:37 – How marketers can work with designers and create better briefs 15:35 – RJ explains his preference for in-house teams over agencies 21:56 – How the last two years have impacted marketing strategies 23:41 – RJ’s student-centered strategy 30:37 – How RJ made a business case for embracing social media 38:42 – RJ shares his top tip for those who want to become a social pro Resources Get the new State of Marketing report for free from Salesforce Schedule a consultation with ICUC Grab your free Social Media Audit Bundle Content Marketing Awards 2022 Finalists and Winners Connect with RJ on LinkedIn Follow RJ on Twitter Visit SocialPros.com for more insights from your favorite social media marketers.
9/30/202247 minutes, 51 seconds
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How Lyft Drives Organic Social with Data and Heart

Stephanie Ramirez, Senior Data Analytics & Insights Lead at Lyft, joined the Social Pros podcast to share how you can approach social with “good energy.” Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Full Episode Details In this saturated social media world we live in, brands are always looking for new ways to stand out. Our guest this week, Stephanie Ramirez, Senior Data Analytics & Insights Lead at Lyft, says there’s no perfect recipe, but focusing on authenticity and good energy is the best route to take. Stephanie hops on Social Pros this week to share her top social tips and explain how she is helping Lyft drive organic social with data and heart. Stephanie explores the important role data plays in building a strong social media strategy or campaign. In her view, data is crucial to the decisions you make, but you should pair that up with relatability to drive organic social and push your brand into the spotlight. In This Episode: 05:02 – When did Stephanie get into data & analytics? 07:58 – What tools does Stephanie use? 09:20 – How Lyft use data in their brand strategy 14:18 – Lyft’s ‘favorite’ metrics 15:41 – Lyft x Wienermobile 18:54 – How TikTok is used at Lyft 21:32 – Understanding TikTok from a data perspective 24:17 – Does authenticity spark community engagement for Lyft? 27:09 – Stephanie’s surprise social moments 30:48 – Advocating your content – with proof 33:49 – How Lyft keep up with the 24/7 nature of social 36:37 – Stephanie’s advice for budding social pros Resources Visit SocialPros.com for more insights from your favorite social media marketers.
9/23/202240 minutes, 21 seconds
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How Embracing Impostor Syndrome Can Ignite Your Personal Brand

Brian Honigman, Marketing Consultant at Honigman Media, joins the Social Pros podcast to explore the issue of impostor syndrome among social pros and how to navigate it. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud ICUC Full Episode Details In the age of social media, one of the many perks is the freedom to express yourself — and on a large scale too. From a branding perspective, that’s a great opportunity. But marketers, content creators, influencers, and thought leaders often have a voice in the back of their heads asking, “does anyone want to hear this?” That’s what Brian Honigman, Marketing Consultant at Honigman Media, joins this episode of Social Pros to discuss. He explores the issue of impostor syndrome and how it affects so many people in the social media world. Brian explains how individuals and brands can put their thoughts out there while battling impostor syndrome. We also hear some top tips on building a personal brand on LinkedIn. In This Episode: 05:17 – Building a personal brand on LinkedIn 09:37 – What works well for Brian on LinkedIn? 12:22 – Brian’s go-to LinkedIn features 17:37 – Overcoming impostor syndrome on the platform 22:45 – Making great social media decisions 30:53 – How experimental should you be on social? 35:04 – How Brian got into teaching future marketers 39:55 – Brian’s advice for budding social pros Resources Get the new State of Marketing report for free from Salesforce Schedule a consultation with ICUC Grab your free Social Media Audit Bundle Check out Brian’s Twitter Connect with Brian on LinkedIn  Visit SocialPros.com for more insights from your favorite social media marketers.
9/16/202245 minutes, 21 seconds
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How to Create Social Conversations That Connect

Brooke Sellas, the Founder & CEO of B Squared Media, joins the Social Pros podcast to explore why social listening should be a vital part of every social marketing strategy. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud ICUC Full Episode Details As far as social media is concerned, the trends you see today may be totally different tomorrow. Our guest this week, Brooke Sellas, the Founder & CEO of B Squared Media, gives us a lot to think about in this episode as far as adapting social strategies is concerned. At the very center of our discussion is social listening and how it’s enabled her team to deliver transformative results to their client. Brooke delves into some of the overlooked benefits of social listening and how it helps grow customer care strategies that ultimately result in better brand recognition. We also discuss Brooke’s new book, who it’s for, as well as some important concepts she covered that can help social pros connect with the audience. In This Episode: 06:19 Brooke gives an overview of what they do at B Squared Media 08:12 A rundown of some of the things Brooke does for her clients 09:32 Why B Squared Media is considered a boutique agency 12:14 How to maintain a traditionalist mentality in this new age of social media 13:58 Brooke sheds some light on B Squared Media’s mystery shopping program 17:21 Why social listening is so vital for brands 19:43 How Brooke’s team helps clients change their social strategy 25:08 Why you should think conversation, not campaign 28:00 Tools versus human services 31:10 Brooke mentions a few brands that are getting customer care right 32:56 The importance of listening to feedback 33:22 The target audience of Brooke’s book 36:34 Brooke’s advice to anybody who wants to become a social pro Resources Get the new State of Marketing report for free from Salesforce Schedule a consultation with ICUC Grab your free Social Media Audit Bundle Grab a copy of Brooke’s Book Follow Brooke on Twitter Visit SocialPros.com for more insights from your favorite social media marketers.
9/9/202240 minutes, 53 seconds
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How to Rethink Your Twitter Video and Creator Strategy

Ted Harrison, Head of Advertiser Production at Twitter, hopped on the Social Pros podcast to delve into the best ways to approach your Twitter content strategy in today’s world. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Full Episode Details It may have been around for 16 years now, but Twitter is still one of the go-tos for building a brand social media presence. So, who better to help you revamp the way you approach your content than Twitter’s Head of Advertiser Production, Ted Harrison? Ted joins this week’s episode to delve into the crux of what makes a standout social media strategy. As he tells us, it’s all about grabbing attention on social media, which all boils down to two things—pulling location and pulling context. He also highlights the video-centric nature of the platform and some of the best ways brands can leverage video to their advantage. Altogether, get ready to hear some very interesting metrics, Ted’s “magic ratio” on Twitter, and plenty more insights that are sure to help you take your Twitter game to the next level. In This Episode: 05:29 – What does Ted’s role entail? 06:49 – ‘Ted’s Top Gun: Maverick’ campaign 10:22 – Twitter content – How are brands thinking vs. how brands should be thinking 15:07 – Paying attention to audience 16:40 – Prioritizing video content on Twitter 20:10 – Do brands or creators lead the race in Twitter video content? 22:03 – Engaging with creators on behalf of brands 24:48 – Innovative creator-brand partnerships on Twitter 27:24 – How to have a voice on Twitter 29:41 – What, when and how to measure metrics 33:55 – Ted’s clever way to get the audience’s attention 38:13 – Ted provides expert advice for social pros Resources Get the new State of Marketing report for free from Salesforce Follow Ted on Twitter Schedule a consultation with ICUC Grab your free Social Media Audit Bundle Visit SocialPros.com for more insights from your favorite social media marketers.
9/2/202243 minutes, 37 seconds
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How to Break Out of Your Social Comfort Zone

José Avila, Customer Engagement Transformation Lead at Sanofi, takes the mic today to discuss breaking out of your social comfort zone, specifically within pharma. He explains why he wants to change the landscape of pharma social to make it more transparent and helpful to patients and customers and provides top tips for social pros within any industry. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Full Episode Details Changing the Landscape of Social Working in social for a pharma organization is not an easy task. It’s such an important industry, and that often leaves little room for maneuver when creating a social strategy. José Avila, Customer Engagement Transformation Lead at Sanofi, joins this Social Pros episode to discuss how to break out of your ‘social comfort zone’ and how he’s working to transform the face of pharma social. And that’s not all. He also talks about why he prioritizes customer engagement, putting the customer first in every situation, and how to talk to your superiors when putting forward progressive social ideas. The episode is jam-packed with excellent advice to get those social juices flowing, and you’ll be inspired to ask yourself questions about your own strategy! In This Episode: 05:06 – How pharma companies use social 09:00 – Where José’s passion for pharma began 15:13 – Has José’s late arrival to pharma social helped him? 17:26 – The pharma comfort zone 19:49 – How is social evolving? 25:10 – Doctors as influencers and José’s three mindsets 31:42 – José’s ‘secret sauce’ to breaking social boundaries 37:30 – Breaking out of your comfort zone 41:20 – José’s advice to budding social pros Resources Get the new State of Marketing report for free from Salesforce Schedule a consultation with ICUC Get your free Social Media Audit Bundle Follow José Avila on Twitter Follow Sanofi on Twitter Subscribe to José Avila (e-Chema TV) on YouTube Visit SocialPros.com for more insights from your favorite social media marketers.
8/26/202247 minutes, 56 seconds
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Why You Need Try Something New in Social Every Day

Annie Culver, Director, Solution Ambassador Excellence at Emplifi, joins this Social Pros episode to share why she believes trying new things is key to becoming a social pro. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Full Episode Details Businesses are always looking for new ways to scale and delving deeper into their social media output is important to see what’s working well and what’s not. Annie Culver, Director, Solution Ambassador Excellence at Emplifi, joins this Social Pros episode to discuss her experiences working with huge global brands, using new tools to help businesses amplify their platforms, and why she thinks trying something new is essential for personal and business growth. This is a must-listen episode that’s full to the brim with incredible advice and interesting insights into Annie’s career. In This Episode: 04:24 – Annie details her early stages in social 07:22 – What does Emplifi do? 10:05 – Details on Annie’s role 14:00 – Annie on automation and AI’s role in social media 16:40 – Changes to Instagram content 24:46 – What trends does Annie notices within brands she works with? 28:13 – How can brands move on from the basics? 31:23 – Does social differ across the globe? 33:23 – How not to burn out working in social 39:20 – Annie’s advice on becoming a social pro Resources Get the new State of Marketing report for free from Salesforce Schedule a consultation with ICUC Grab your free Social Media Audit Bundle Connect with Annie Culver on LinkedIn Follow Annie Culver on Twitter Visit SocialPros.com for more insights from your favorite social media marketers.
8/19/202243 minutes, 4 seconds
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How Surprise and Delight Drives Social Engagement

Our potential to reach audiences on social media is probably the highest it’s ever been. And yet, with fierce competition and a crowded market, it’s much tougher to stand out these days. This week’s Social Pros guest is Gina Michnowicz, CEO & Chief Creative Officer at The Craftsman Agency, and she has some words of wisdom for anyone struggling to drive engagement. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud ICUC Full Episode Details Gina Michnowicz, CEO & Chief Creative Officer at The Craftsman Agency, joins the Social Pros podcast to give us a behind-the-scenes look at how her agency creates magical moments for social media. Gina explains why all social campaigns need to lead with a strong story and why you should start with a clear objective before diving in. We hear many examples of campaigns that The Craftsman Agency has pulled off successfully, including viral Reddit AMAs and blockbuster movie campaigns. While we all aim to become social pros, Gina’s take is that the platforms change too rapidly to become a true expert in everything. But by keeping up with algorithm changes and experimenting to find what works, we can get pretty close. Gina also shares some insights into the best metrics to measure, how to deal with negativity online, and what you can do with a tight budget. It’s a truly packed Social Pros episode this week! In This Episode: 4:19 – Gina explains some of The Craftsman Agency’s work 7:48 – How Gina’s agency approaches channel management 10:56 – Gina gives her take on remote work’s effect on creativity 16:54 – Gina explains what it takes to work on a successful campaign 21:19 – How to optimize partnerships and build great working relationships 23:23 – How Gina coordinated a successful Reddit AMA 28:05 – The trick to balancing paid campaigns with organic 31:28 – How The Craftsman Agency measures ROI and organic campaigns 35:35 – Gina’s top metrics to measure 38:50 – How to get ahead on social without a big team or budget 42:31 – Gina’s top tip for anyone looking to become a social pro Resources Get the new State of Marketing report for free from Salesforce Schedule a consultation with ICUC Grab your free Social Media Audit Bundle The Craftsman Agency Visit SocialPros.com for more insights from your favorite social media marketers.
8/12/202245 minutes, 21 seconds
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How to Scale Social Across Your Organization

Andrew Jenkins, CEO of Volterra, takes the mic today to discuss his new book, Social Media Marketing for Business, and how it’s helping social pros solve the issue of scaling social across their organizations. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn’t do it without their help! This week: Salesforce Marketing Cloud Full Episode Details The ‘who owns social’ debate is one that we’ve probably tapped into a couple of times here on Social Pros. Now, somebody may finally have an answer to that! Andrew Jenkins, CEO of Volterra, joins this Social Pros episode to discuss his new book, Social Media Marketing for Business: Scaling an Integrated Social Media Strategy Across Your Organization. But that’s not all, he also shares valuable insights on tackling one of the most overlooked obstacles when it comes to social media success, corporate culture. This episode is full of useful anecdotes, advice, and a great conversation that’ll get you thinking about the state of social media operations in your organization. There’s also a great deal in there about the political clout that surrounds social. Bottom line, this is as real as it gets. In This Episode: 04:49 – Andrew explains why he wrote his book 07:07 – Why Andrew took an alternative angle in his book 09:39 – How Andrew became a social pro 12:31 – The changes to social in organizations 17:16 – How remote working has changed social teams 20:09 – Are Andrew’s University of Toronto students changing his ideas? 24:46 – How Andrew secured case studies for his book 28:33 – How he chose what to and what not to include in the book 30:58 – Where Andrew goes for social inspiration 34:42 – Andrew’s advice on how to become a social pro Resources Get the new State of Marketing report for free from Salesforce Schedule a consultation with ICUC Grab your free Social Media Audit Bundle Check out Andrew’s book Follow Andrew on Twitter Check out Volterra on Twitter Visit SocialPros.com for more insights from your favorite social media marketers.
8/5/202238 minutes, 26 seconds
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Turning Social Care Into Unforgettable Customer Experiences

Ken Madrigal, Senior Director, Unified-CXM Best Practices Group, Sprinklr, joins the Social Pros podcast to talk about the evolution of social care and the important role it presently plays in the social sphere. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Full episode Details The social media game isn’t what it used to be a few years ago. Social care has taken more of  front seat, and it deserves a closer look. This week’s guest, Ken Madrigal, Senior Director, Unified-CXM Best Practices Group, Sprinklr, takes us on a deep dive into what social care is and why it’s such an important consideration for brands today. He talks about the importance of viewing customers as humans and forming connections that go beyond simply quick responses. Ken also points out that social media, be it marketing or social care, is all about weaving experiences and, in turn, those experiences end up elevating the brand. In This Episode: 06:22 Ken tells us a little bit about his role at both Verizon and Sprinklr 08:41 How to create a personalized experience for customers 11:35 The evolution of social care 15:38 Where companies should strive to be with their social care 18:40 Ken shares a cross-section of the social care process at Verizon and Sprinklr 22:28 The best way to align different teams in terms of social care 26:59 How to prep social care teams to deliver service and guard their mental health 31:46 The part empathy plays in marketing 34:22 How smaller teams can take their customer experience game to the next level 39:17 Ken’s advice for anyone looking to become a Social Pro Resources Get the new State of Marketing report for free from Salesforce Schedule a consultation with ICUC Grab your free Social Media Audit Bundle Follow Ken on Twitter Check out Sprinklr on Twitter Visit SocialPros.com for more insights from your favorite social media marketers.
7/29/202243 minutes, 1 second
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How to Capture UGC’s Untapped Potential with TINT

Ivonne Aldaz, Host and Content Creator, and David Ramirez, Senior Marketing Manager at TINT, join Social Pros to discuss the growing value of User Generated Content (UGC) and how TINT is making it a lot easier to reap the benefits of using UGC. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Full Episode Details Whether it’s from posts in a forum, consumer reviews, or random shoutouts, you’ve got to admit there’s a certain authenticity that comes from UGC. When a brand says something positive about itself, it’s flat-out marketing. But hearing how great a brand is from an actual user hits a bit closer to home base. In this episode of Social Pros, Ivonne Aldaz, Host and Content Creator, and David Ramirez, Senior Marketing Manager at TINT, highlight the growing role of UGC today and explain the various ways they’re giving UGC a wider platform at TINT. Hear everything from how TINT uses UGC to push its message forward to what makes up an effective UGC campaign. We’re getting to the bottom of what makes UGC so successful in this episode. In This Episode: 03:47 What is TINT? 07:58 Ivonne gives an insight into her role as content creator and host 09:42 David explains more about his role as Senior Marketing Manager 12:12 How UGC provides great social proof for brands 13:37 Why is UGC important? 17:54 The benefits of broadening your perspective on UGC 20:48 How Ivonne uses UGC at TINT 24:00 Who should own the UGC efforts in your company? 28:35 Why your HR team should be involved 29:22 Why employee feedback and testimonials are important 34:37 Key elements of a successful UGC or EGC campaign 37:07 Why imperfection is perfect 38:10 Representation is key 40:21 The Big Two with Ivonne and David Resources Get the new State of Marketing report for free from Salesforce Follow Ivonne on Twitter Follow David on Twitter Check out TINT’s Twitter Visit SocialPros.com for more insights from your favorite social media marketers.
7/22/202245 minutes, 32 seconds
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How Chili’s & Mattress Firm Made the Perfect Social Pairing

Luz Bickert, Senior Social Media Manager at Chili’s, and Melissa Rivers, Director of Social at Mattress Firm, joined the Social Pros podcast to shed some light on how social media teams can collaborate productively. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Full Episode Details Successful social media campaigns all have a number of things in common – effective social listening and being receptive to collaborators are some of the key ones. But what if those collaborators are from a different company entirely? Luz Bickert, Senior Social Media Manager at Chili’s, and Melissa Rivers, Director of Social at Mattress Firm, discuss how they successfully navigated a collaborative social media campaign for April Fools’ Day. Is it best to thoroughly plan these joint exploits or make decisions off-the-cuff? How do you make decisions without a conflict of interest? Do you plan to go viral or just put all you can into connecting with your audience? Find out the answers to these questions and more in this episode of Social Pros. In This Episode: 4:21 – Luz introduces herself 5:02 – Melissa introduces herself 6:46 – The audience reaction to their social media collab 9:50 – The early stages of the Chili’s-Mattress Firm collab 13:39 – How the fan reaction felt 16:41 – How they responded to fans after the collab 19:36 – How other companies responded on social media 21:45 – Engagement goals and metrics 25:05 – The do’s and don’ts of social media collaboration 29:13 – The benefits of human social listening 33:46 – Luz and Melissa’s advice on how to become a social pro Resources Get the new State of Marketing report for free from Salesforce Schedule a consultation with ICUC Grab your free Social Media Audit Bundle Check out the ‘Margarita Mattress’ Connect with Luz on LinkedIn Connect with Melissa on LinkedIn Follow Luz on Twitter Visit SocialPros.com for more insights from your favorite social media marketers.
7/15/202236 minutes, 30 seconds
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How Reddit Broke the Fourth Wall and the Internet

Allison Day, Social Media Manager at Reddit, takes the mic on this Social Pros episode to tell us how Reddit successfully maintains a presence across all social media platforms. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Full Episode Details Social media platforms featured on other social media platforms – it doesn’t get more meta than that. But that’s pretty much what Allison Day, Social Media Manager at Reddit, does with her team day-in-day-out. In this Social Pros episode, Allison shares some insights into what Reddit seeks to achieve by creating a presence across social platforms. She also gives us a sneak peek into how she achieves that with the mountains of content out there. Gear up to hear about all the nuances of different social media platforms, Allison’s content creation process, and of course, that time that Reddit practically broke the internet over Wall Street bets. In This Episode: 6:15 How people react when Allison tells them she does social on other social media networks for Reddit 7:33 Reddit’s goals on other social media channels 9:13 Allison’s approach to bringing Reddit to life on other channels 11:36 How Reddit overlaps with other social media platforms 13:27 The major KPIs for sharing Reddit content on other sites 15:15 Allison gives an overview of what subreddit place is 18:50 Where to find Reddit on all social media platforms 19:30 Allison gives a breakdown of her social media team at Reddit 21:00 Reddit’s social media strategy on LinkedIn 23:22 How Allison stays up to date with trends on different platforms 26:30 What Allison’s content creation process is like 28:58 Reddit: user or business focused? 30:27 Allison’s favorite Reddit campaign 37:10 Allison’s advice for anyone looking to be a social pro Resources Get the new State of Marketing report for free from Salesforce Follow Allison on Twitter Check out Reddit’s Twitter Visit SocialPros.com for more insights from your favorite social media marketers.
7/8/202240 minutes, 24 seconds
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Why AI Is the Future of Social Media

Paul Roetzer, Founder & CEO of Marketing AI Institute, joins the Social Pros podcast to shine some light on AI’s growing role in the future of social media. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Full Episode Details It may seem like it’s been going on for ages, but the “to use or not to use AI” conversation is getting louder by the micro-second. But as Paul Roetzer, Founder and CEO of Marketing AI Institute, points out in this Social Pros episode, the role of AI in social media is constantly expanding. So, at this point, there’s only one way forward — jump on the bandwagon. Paul discusses how we can reframe how we see AI and its potential, especially as it relates to social media. He also delves into some of the most common use cases for AI in the field. In a nutshell, this episode is about gearing up for what’s to come by embracing what Paul calls a “next-gen mindset.” In This Episode: 5:18 - Why Paul’s new book ‘Marketing Artificial Intelligence: AI, Marketing, and the Future of Business’ is an essential read 07:16 Why marketers don’t understand the full potential of AI 09:12 How social pros can overcome the aversion to learning about AI 11:31 Common use cases for AI 17:25 Paul shares AI use cases that have helped marketers achieve better personalization 20:36 What it means to be a next-gen marketer 22:38 How AI can help with content repurposing and republishing 25:54 What the starting point for AI adoption is 29:14 What it means to use AI for good 37:35 Paul’s advice to Social pros Resources Get the new State of Marketing report for free from Salesforce Check out Paul’s new book Follow Paul on Twitter Connect with Paul on LinkedIn Visit SocialPros.com for more insights from your favorite social media marketers.
7/1/202240 minutes, 5 seconds
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How Justin Tse Gained 1.5 Million Followers

Justin Tse, the CEO of Feature Media, joins the Social Pros podcast to share his story and insider tips on how he built a monumental followership on social media. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Full Episode Details Gaining 1.5 million followers, having a total of seven income streams, and becoming a well-known YouTube influencer all by the age of 25 are successes many of us can only dream of.  But, Justin Tse, the CEO of Feature Media has done it all and he joins Social Pros to give some insights into how he managed it. We hear how Justin’s passion for content creation started out as a hobby and how he’s managed to harness that initial wonder as it evolved into a lucrative business. He also shares insider knowledge on how the influencer-brand dynamic works and how to harness it to the fullest. Alongside practical advice all content creators and influencers can use to perfectly blend their creativity and business acumen, Justin discusses the evolving state of influencer marketing. In This Episode: 05:00 How Justin built a brand with such impressive stats 06:57 Justin’s take on product lifespan 08:55 Common brand expectations for influencers 11:36 What the typical process is for brands and influencers 14:12 The dynamics of Justin’s team behind the scenes 16:36 Running a media company vs being a lone influencer 18:40 The difference between working directly with brands and working with them through agencies 23:49 The typical timeframe from brand partnership to the actual content creation 25:45 The best way to tap into an influencer’s community 28:53 Striking a balance between content creation speed and quality 32:50 How Justin stands out as a content creator 37:44 How Justin tests the content for his course 39:32 Justin’s course and how it helps other content creators 46:17 The best place to find Justin’s content on social media 43:39 Justin’s advice for anyone looking to become a social pro Resources Get the new State of Marketing report for free from Salesforce Check out Justin’s YouTube page Follow Justin on Twitter Follow Justin on Instagram Visit SocialPros.com for more insights from your favorite social media marketers.
6/24/202254 minutes, 57 seconds
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Greatest Hits: Lauren Thomas

It’s another Greatest Hits episode and this time we’re revisiting the insightful discussion we had with Lauren Thomas, Senior Manager of Communications & Social at Intuit Consumer Group. She discusses how Intuit makes tax content fun and engaging. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Full Episode Details In this trip down memory lane, we’re revisiting an episode with one of our many fantastic guests, Lauren Thomas, Senior Manager of Communications & Social at Intuit Consumer Group. She discusses how innovation helps Intuit see massive social success and how she leads — not manages— the team that drives this success. Truth be told, tax and budgeting are not the most interesting topics in the world. But somehow, Intuit keeps winning on social by creating content that’s fun, engaging, and educational. Lauren takes us back to the drawing board where she crafted some of the engaging content Intuit puts out there. We also hear how the brand works with both personal finance and general lifestyle influencers to create relatable content. In This Episode: 03:46 How Lauren wears so many hats in her team 05:39 How Lauren uses social listening and insights from Voice of Customer 08:27 Why job roles affect how social listening is carried out 10:47 How Intuit engages its audience throughout the year 13:42 Lauren explains how her team handles the shift in social engagement all year round 15:42 How Intuit blends tax and finance content with lifestyle content 18:38 Lauren explains how Intuit used Cameo as a unique marketing push 22:48 How influencers help Intuit turn serious tax topics into something more engaging 26:26 Intuit’s social care team’s approach to protecting personal information 33:33 Lauren shares the story behind ending up in the Guinness Book of World Records 37:51 How to get leadership to understand your vision 41:11 Lauren explains how she helps others operate in the ‘zone of genius’ 45:12 Lauren’s top tip for those looking to become a social pro Resources Get the new State of Marketing report for free from Salesforce Follow Lauren on Twitter Check out Intuit’s Twitter Visit SocialPros.com for more insights from your favorite social media marketers.
6/17/202249 minutes, 16 seconds
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How Social Pros Can Build Their Own Personal Brands

Mary Nice, Senior Strategist at Convince & Convert, takes the mic in this episode to share some tried and tested strategies for building a personal brand. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Full Episode Details If you’re a social pro, then the idea of building a personal brand isn’t so far-fetched. It’s already part of your day job, albeit on a larger scale. However, our guest on this Social Pros episode, Mary Nice, the Senior Strategist at Convince & Convert, points out that there are a few differences between working for a bigger brand and venturing out on your own. She walks us through her personal journey in creating a personal brand and her motivation behind taking that bold step. Mary also stresses the importance of passion when building a brand and gives some pointers on how to handle negative comments on social media. She follows that up with a must-listen discussion on the key practices social pros need to bring forward to create their personal brands, which is packed with useful and practical tips! In This Episode: 05:21 Mary talks through her decision to build a personal brand 08:56 What motivates people to pursue their own personal brands 10:47 How passion motivates consistency 12:07 The ins and outs of building a social brand 14:30 How Mary built an audience on TikTok 15:44 Why controversial content works so well 17:34 How Mary and Jay handle negative feedback 22:02 How to pick the right kind of format for your content 26:35 Core practices all social pros should bring forward 30:40 Why you should take a simple approach to creating content 34:30 Can anybody build a personal brand? 37:26 Mary’s advice to anyone who wants to become a social pro Resources Get the new State of Marketing report for free from Salesforce Check out Convince & Convert’s Social Media Audit Bundle Read Follow Mary on TikTok Reach out to Mary on Instagram See what Jay’s up to on TikTok Follow Jay on Instagram Visit SocialPros.com for more insights from your favorite social media marketers.
6/10/202240 minutes, 47 seconds
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How Peloton Spins up Massive Social Engagement

Kate Winick, Senior Director of Social Media at Peloton, is on the Social Pros podcast to discuss everything from how she makes managing a big social team look so effortless to how Peloton connects with a huge audience. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Full Episode Details With new algorithms popping up every other day, there’s a lot to consider when engaging audiences on social. It’s no longer just about how many likes or shares a post gets. It’s about monitoring how you're perceived in the industry and the world. If there’s one person who understands this well, it’s Kate Winick, the Senior Director of Social Media at Peloton. She joins Social Pros to share some insights into how things work behind the scenes at Peloton and how the team manages to engage such a large audience. Kate also tells us how Peloton maintains the balance between giving its instructors creative freedom and fostering brand integrity. There’s even a little bit on some of the most highly underrated metrics social pros should be looking out for today. So, this is an episode you don’t want to miss! In This Episode: 03:27 Kate shares some insights from her day-to-day at Peloton 05:31 How Kate aligns all her duties and fosters collaboration 09:00 How Peloton taps into engaging conversations on social 14:00 Kate talks about Peloton’s Cody Rigsby campaign and its unexpected engagement levels 18:49 How Peloton integrates instructors into their overall social strategy 21:05 Steps brands can take to start handing over the reins of creativity to influencers 24:35 How Peloton measures their success 27:12 Highly underrated metrics you should be looking at 28:37 Benefits of having a data analyst 29:39 How Kate approaches team building and growth 34:02 Some of the team training and management challenges Kate faces 37:00 Kate’s take on addressing burnout among social pros 41:16 Kate’s advice to aspiring social pros Resources Get the new State of Marketing report for free from Salesforce Connect with Kate on Twitter Check out Peloton’s Twitter Peloton’s website Visit SocialPros.com for more insights from your favorite social media marketers.
6/3/202243 minutes, 18 seconds
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How QVC Brings Shopping to Life on Social

Social Pros catch up with QVC’s Head of Social Media Marketing Heather Brinckerhoff to talk community management, content auditing, TikTok and much more! Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Full Episode Details QVC’s Heather Brinckerhoff chats about content auditing, social media community management, and more on the Social Pros podcast. In this episode, Heather shares some invaluable tips on how to draw in potential customers and keep them interested in your products. Heather explains that content auditing is a huge part of QVC’s strategy to keep content relevant and resonating with its audience. Tune in today to hear why content auditing is so important, Heather’s advice for making your content go viral on social media, details about QVC’s new TikTok strategy, plus so much more. In This Episode: 02:31 – Heather gives some insight on QVC and its social media output 04:33 – Heather explains what she oversees as QVC’s Head of Social 05:24 – A breakdown of the demographic QVC appeals to 06:08 – Heather outlines QVC’s social media strategy in detail 07:25 – How the global team keep up with conversation 09:02 – Heather explains how QVC coordinates partnerships and vendors 12:51 – How QVC use social listening 14:03 – Why QVC is always doing content audits 17:38 – Heather compares her role at QVC with her previous positions 19:44 – Heather reminisces over social media ‘misadventures’ 23:27 – Where Heather found the best engagement for QVC’s April Fool’s joke 26:03 – Heather shares her views on whether you can predict viral content 30:38 – Why you need to know the customer’s experience of your company 32:40 – Heather’s tips for aspiring social pros Resources Visit SocialPros.com for more insights from your favorite social media marketers. Schedule a consultation with ICUC
5/27/202235 minutes, 47 seconds
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Why Influencers Are a Brand’s Best Friend

Anthony Yepez, SVP of Brand Strategy & Marketing Partnerships at CEG (Central Entertainment Group) joins the Social Pros podcast to discuss the interesting dynamics of influencer-brand relationships and the best way to maximize them. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Full Episode Details Word on the virtual streets has it that influencer marketing is catching on like a wildfire… and it’s not dying down anytime soon. With social media users seeking out more genuine connections, there are few better ways to reach out to them than influencers. Joining Social Pros for the second time around, Anthony Yepez, SVP of Brand Strategy & Marketing Partnerships at CEG, takes the mic to discuss the delicate dynamics of the influencer-brand relationship. We catch up on what he’s been up to since he last joined the show before he delves headfirst into brand expectations for influencers and the best way to ensure those expectations are met. Anthony also explains where the influencer’s creative freedom stops and brand safety kicks in. Hint: it’s all about finding the right balance. In This Episode: 03:58 What Anthony has been up to since he last joined the show 06:07 Anthony gives some insights into his new role 07:49 The unique dynamic between sales and relationship building 09:52 What brand expectations for influencers are right now 10:44 The importance of data when matching influencers with your audience 12:20 Why it’s vital to know what you want to accomplish with influencers 14:00 How influencer marketing has evolved over the years 16:41 Long term vs short term brand-influencer collaborations 18:46 Why it’s important to give creators the liberty to create 21:16 How to balance creative freedom with brand safety 23:20 Common ways brands overlook creative executions 25:29 Anthony’s take on which social media platform is the best for influencing 32:17 Why social media platforms need some sort of regulation 35:09 Anthony’s advice to social pros on creating a work-life balance 38:18 Misconceptions about content creation that lead to burnout 41:42 Anthony’s advice to anyone who wants to become a social pro Resources Get the new State of Marketing report for free from Salesforce Check out Anthony's first Social Pros Episode Join the Social Media Manager Slack Community Follow Anthony on Twitter Connect with Anthony on LinkedIn Visit SocialPros.com for more insights from your favorite social media marketers.
5/20/202245 minutes, 27 seconds
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The Salesforce Way to Rethink Your YouTube Approach

Jamie Bland, Video Marketing Manager, and Heike Young, Senior Director of Video Marketing at Salesforce, join Social Pros to give some key insight into Salesforce’s approach to video and why YouTube is a huge priority. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Full Episode Details We’ve been in the “age of video” for a few years now, and if you’re not already charging ahead with your video strategy, you could be missing out. At least that’s what Jamie Bland, Video Marketing Manager, and Heike Young, Senior Director of Video Marketing at Salesforce, have to say in this episode of Social Pros. Jamie and Heike take us behind the scenes of Salesforce’s YouTube strategy to explain why video is “mission critical” in marketing these days and how to connect with your audience through video. Heike and Jamie give some tips on what metrics to measure, how to pick out true, meaningful engagement, and why YouTube is an underutilized community management tool.  In This Episode: 7:12 – Heike and Jamie walk us through the video team at Salesforce 12:33 – Important lessons Heike brought from social media to the video team 16:35 – Jamie explains the differences between creating B2B and B2C video content 19:53 – Untapped opportunities B2B brands can unlock with YouTube 25:38 – What makes good, compelling YouTube content 29:00 – Why the community aspect of YouTube shouldn’t be overlooked 33:22 – Why showing up in search is so important for B2B YouTube channels 35:28 – Tips for integrating a video department with the rest of the business 38:08 – What metrics to measure on YouTube 42:50 – The Big Two questions Resources Schedule a consultation with ICUC Visit SocialPros.com for more insights from your favorite social media marketers.
5/13/202251 minutes, 27 seconds
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Change the Social Game with Savannah Bananas’ Fans-First Approach

Jesse Cole, Owner of the Savannah Bananas baseball team, joins the Social Pros podcast to discuss how breaking the mold and rewriting the rules of social media often yields the best results. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Full Episode Details Diehard baseball fans may be thinking, why fix something if it isn’t broken? But Jesse Cole, Owner of Savannah Bananas and the Founder of Fans First Entertainment, saw a chance to stand out and endear himself to audiences by changing the game… a lot. Jesse’s primary aim is to create content that serves his audience, and he’s certainly shaken things up when it comes to content creation. To let us in on his secrets, Jesse shares some of his out-of-the-box ideas from his new book, Fans First: Change the Game, Break the Rules & Create an Unforgettable Experience. Jesse breaks down the “five Es” needed to create raving fans and explains why the key to building a brand lies in something as simple as being different. In This Episode: 2:03 - Jesse gives some background insights on Savannah Bananas 4:21 - Jesse talks more about ‘expanding the baseball experience’ 5:27 - How the Savannah Bananas world tour has evolved 6:17 - A breakdown of who, and what, makes up the Savannah Bananas team 8:11 - How Jesse identified and eliminated friction points from baseball 10:29 - The benefits of taking a fans-first approach 11:59 - How to identify hidden sources of friction 15:22 - How Jesse approaches experimentation for the Savannah Bananas brand 22:31 - How the Savannah Bananas shoot their footage 25:45 - What Jesse’s social team looks like 28:00 - Why Jesse believes the Savannah Bananas would still be a sensation without social media 28:53 - Why it pays to be different 33:41 - What lies in the future for Savannah Bananas 35:34 - Jesse’s advice to aspiring social pros Resources Visit SocialPros.com for more insights from your favorite social media marketers.
5/6/202239 minutes, 24 seconds
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How Ferrara Candy Company Is Crushing Social

Candy fans unite! This is the Social Pros episode for you. Brian Camen, Senior Director of Media, Content & Public Relations at Ferrara Candy Company, joins Social Pros to let us in on his social mastery secrets. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud ICUC Full Episode Details Brian Camen, long-time candy fan and Senior Director of Media, Content & Public Relations at Ferrara Candy Company, joins the Social Pros podcast to drop some tasty morsels of advice. As a company with multiple brands for different candies, managing social media for them all is a mammoth task. Brian lets us in on his secrets and explains his team’s process for creating social content that drives results. He explains why it’s so important to know each brand well and its target audience, and balance that with the typical users on each social media platform. We hear how Ferrara Candy made its break into TikTok, and Brian shares some food for thought on the future of the platform. In This Episode: 4:54 – Brian takes us through his career journey at Ferrara Candy Company 12:10 – How to juggle social media for 50+ accounts 14:02 – How Ferrara Candy Company evolves with its audience 16:43 – Brian, Anna, and Daniel swap stories on their favorite candies 19:22 – Brian’s approach to testing campaigns and developing a learning agenda 22:18 – What Brian means by “failing fast” 24:29 – How Brian and the team first approached TikTok 27:53 – Brian’s take on breaking the algorithm on TikTok 29:32 – Why audio is still a great opportunity on social 32:09 – How Ferrara Candy Company won two REGGIE awards 39:47 – Brian’s top tip for anyone who wants to become a social pro Resources Get the new State of Marketing report for free from Salesforce Schedule a consultation with ICUC Download our free 500th episode celebratory eBook Visit SocialPros.com for more insights from your favorite social media marketers.
4/29/202243 minutes, 59 seconds
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How Million Dollar Listing NY’s Kirsten Jordan Built an Incredible Social Brand

Kirsten Jordan from Million Dollar Listing NY joined this episode of the Social Pros to share how she juggles being a mom with living a full life and building a solid social media brand. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Full Episode Details It’s not easy being a jack-of-all-trades and a master of all, but Million Dollar Listing NY’s Kirsten Jordan somehow pulls it off. She’s not just a licensed associate real estate broker, she’s also a real estate adviser, the founder of the Kirsten Jordan Team at Douglas Elliman, and the star of Million Dollar Listing New York on Bravo. Kirsten is on Social Pros to share some insights into how she built a thriving social brand alongside her track sheet of other accomplishments. There’s a huge difference between leveraging social media on a personal level and using it as an asset — and Kirsten has cracked the code. She delves into the nuances of different social media platforms, time management tips, and how she started the Moms of Real Estate campaign. In This Episode: 5:01 – How Kirsten realized that social media could help her build a brand 7:14 – How Kirsten keeps up with the latest social media trends 9:11 – Why using calendars is key to Kirsten finding balance in her day 11:10 – Getting over the awkwardness of self-promotion 12:40 – How Kirsten’s team manages self-promotion 14:30 – How Kirsten broke into TikTok 16:57 – Kirsten’s approach to content creation for different audiences 21:33 – Why cultivating a community was so important for Kirsten 25:03 – How to measure success on social media 27:11 – Kirsten shares her personal goals for her social channels 28:17 – Kirsten describes her most successful social posts 31:21 – Kirsten’s advice for anyone looking to become a social pro Resources Get the new State of Marketing report for free from Salesforce ICUC.Social Check out Kirstenjordan.com Follow Kirsten on Instagram Visit SocialPros.com for more insights from your favorite social media marketers.
4/22/202236 minutes, 4 seconds
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An Extra Special Social Pros: Meet the Co-Hosts!

One episode ago, we said a fond farewell to long-time hosts Jay Baer and Adam Brown. But things are far from over on the Social Pros podcast. As promised, this episode introduces our two brand new co-hosts and long-time members of the Social Pros family. Say hello to Erika Lovegreen, SVP of Marketing and Communications at ICUC, and Daniel Lemin, Senior Strategist, CX Advisor at Convince & Convert.  Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Full Episode Details The last episode of Social Pros marked the end of an era for pioneer hosts, Jay Baer and Adam Brown. But they definitely left Anna Hrach in great company as ICUC’s Erika Lovegreen and Convince and Convert’s Daniel Lemin step up to the plate as the new co-hosts. Seeing as they’re no strangers to the show, they fit right in to this episode of the Social Pros podcast. Alongside Anna, they discuss some of the things they hope to cover on the show moving forward. They also delve into discussions about their favorite social media platforms and round things up with a modified version of the “big two.” Heads up: If you’re still on the fence about the Metaverse, you’ll want to tune in to this episode for some unmissable insights from both Erika and Daniel. In This Episode: 02:20 - Erika’s experience keeping the secret that she’d be joining Social Pros 03:28 - Erika shares some info about herself and the ICUC 06:12 - Anna announces ICUC as the podcast’s new sponsor 07:34 - Daniel introduces himself and shares his experience as an author 10:59 - Why Erika hopes to discuss growing community spaces on the show 12:46 - Daniel’s take on the rising cases of burnout among social media content creators 15:10 - Why mental health is a big conversation in community management spaces 16:44 - Why brands need to gear up for the metaverse 20:11 - Questions surrounding the metaverse 22:17 - Thoughts on how TikTok creators will leverage the new 10 minute time span 24:10 - Why there’s more to Reddit than what meets the eye 27:38- Erika and Daniel share what currently excites them about social media Resources Get the new State of Marketing report for free from Salesforce Listen to Erika on Social Pros Episode 512 Listen to Daniel on Social Pros Episode 193 Erika’s Twitter Daniel’s Twitter Visit SocialPros.com for more insights from your favorite social media marketers.
4/15/202235 minutes, 20 seconds
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Tales From Two Hosts: Jay & Adam’s Magic Mic Moments

We’re doing something different this week as our very own Jay Baer, Anna Hrach, and Adam Brown sit down together for what may be the last time in a long while. They reminisce over their humble beginnings, discuss future plans, and the direction the show will take as Jay and Adam transition to new projects. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud With over 10 years and more than 500 episodes under their belts, hosts Jay Baer and Adam Brown sit down together to celebrate the end of an era. With Adam embarking on the adventure of repurposing his father’s bestseller, “Life's Little Instruction Book,” and Jay jumping on TikTok to discuss all things Tequila, the show is now in the more than capable hands of Anna Hrach (and two new mystery hosts). As promised, it’s not our usual episode format, there are games, witty quips, advice for the future hosts, and an interesting anecdote about a mysterious hole in Anna’s backyard. So, tune in as they close this chapter to give way for the next one. In This Episode: 02:27 - What Adam will be up to during his sabbatical 05:30 - Adam looks back at his experience in social media 08:45 - How Adam got his start on Social Pros 09:51 - Anna’s take on what Jay and Adam’s first couple of shows were like 10:40 - Jay officially hands over the reins of the show to Anna 12:10 - How Social Pros got its start 13:11 - What Anna does at Convince and Convert 13:54 - Anna gives some background on what she used to do before Convince and Convert 14:38 - Why Anna thinks Reddit is a fascinating social platform 15:24 - Anna’s insights and hopes for the show moving forward 19:13 - What Jay will be up to once he leaves social pros 20:30 - Jay and Adam play ‘guess the quote’ 27:12 - How the role of social media professionals has changed since the show started 32:32 - Adam and Jay share parting advice 37:38 - Anna shares some clues about the identities of her new co-hosts Resources Get the new State of Marketing report for free from Salesforce Download Social Pros 500 for FREE! Visit SocialPros.com for more insights from your favorite social media marketers.
4/8/202240 minutes, 23 seconds
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Global Travel Content Creator Shares His Secrets

Mike Shubic, video producer, travel writer, and publisher of Mike’s Road Trip, joins the Social Pros podcast to discuss some of the tactics that have helped him get ahead in the travel content creation game. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:  Salesforce Marketing Cloud Full Episode Details How do you carve a niche for yourself in an industry saturated with travel bloggers, influencers, and enthusiasts? While there’s no A+B=C type formula for success, Mike Shubic, video producer, travel writer, and publisher of Mike’s Road Trip, joins this episode of Social Pros to share some tips and pointers. It takes a lot more than high-quality photos and a knack for words to make it in the travel content creation space. Mike highlights this as he shares what he calls the Holy Grail of content creation. He also explains why he thinks it's best to stick to one or two platforms when creating content. Mike delves into the unglamorous realities of being a travel content creator and explains what it takes to create a distinct and robust brand in that space.  In This Episode: 3:36 - Mike gives a little background on who he is and what he does 5:21 - The benefit of travel conferences 9:25 - Mike explains the realities of being a travel content creator 10:56 - The Holy Grail of content creation 11:53 - The benefits of focusing on one social media channel 12:50 - How Mike presents his footage on different platforms 14:17 - Video quality vs social media algorithms 15:27 - Different platforms to help get your content out there 17:52 - The core essence of being a travel content creator 18:41 - What Mike’s creative process looks like 22:25 - How much lead time Mike needs before a job 23:59 - Recent trends Mike has noticed in the travel and tourism industry 26:27 - How social media affects the way destinations present themselves 28:07 - How the tourism industry has grown rapidly 30:56 - How to create a distinct and robust travel brand 32:24 - Mike’s tip for anyone looking to become a social pro? Resources Get the new State of Marketing report for free from Salesforce Check out Mike’s Road Trip Follow Mike on Twitter Visit SocialPros.com for more insights from your favorite social media marketers.
4/1/202235 minutes, 27 seconds
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How to Become a Social Audio Superstar

Abraxas Higgins, Influencer, Social Audio Creator, and Strategist at Abraxas Management Limited, joins this episode of Social Pros to discuss how a total mindset shift can help influencers and brands get the most out of social audio platforms. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud While Clubhouse and Twitter Spaces are undeniably social media platforms, they’re a whole different ecosystem when compared to Instagram or even TikTok. So, how do you make the most of these spaces? Abraxas Higgins, Influencer, Social Audio Creator, and Strategist at Abraxas Management Limited, says it’s all about wiping the slate clean and looking at things from a different angle. He’s on this episode of Social Pros to share his journey to becoming the world’s first social audio influencer. Abraxas shares three things you need to be successful as a social audio influencer. He also drops some words of wisdom for influencers and brands looking to dominate the social audio space. In This Episode: 3:15 - Abraxas explains what it means to be the world’s first social audio influencer 4:41 - How Abraxas got his start with social audio 7:18 - Why Clubhouse dominates the social audio space 10:02 - Cultivating a community on social audio spaces vs. traditional channels 12:30 - What it takes to be successful as a social influencer 14:32 - What inspired Abraxas to start his own show 17:10 - Why social audio influencers can fit in anywhere 21:53 - Abraxas’ take on what brands should do before reaching out to influencers 23:37 - What brands should consider when working with social audio influencers 25:59 - Why some brands haven’t been able to leverage Clubhouse effectively 30:11 - The effect of the abating pandemic on the social audio space 35:01 - Abraxas’ take on untapped opportunities in social audio 38:35 - Abraxas’ advice for anyone looking to become a social pro Resources Get the new State of Marketing report for free from Salesforce Check out Abraxas on Clubhouse Follow Abraxas on Twitter Visit SocialPros.com for more insights from your favorite social media marketers.
3/25/202243 minutes, 10 seconds
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Analysis of 5 Million Posts Shows What Works Now in Social Media

Seth Bridges, the Founder and Head of Product & Marketing at Rival IQ, joins this episode of Social Pros to discuss what it takes to keep engagement rates up and share his 2022 social media industry benchmark report. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Full Episode Details Getting likes is important, views are equally great, but what really ties everything together is a keen understanding of engagement rates. Seth Bridges, the Founder and Head of Product & Marketing at Rival IQ believes in the importance of engagement rates so much that he’s published six installments of his benchmark report. For context, the report analyzed 5 million pieces of content across 14 industries to highlight the biggest engagement dos and don’ts. In this conversation, Seth discusses the factors that affect engagement rates and emphasizes consistency. He also throws in some pointers on social media algorithms, including how to use them to your advantage. In This Episode: 03:39 - How Rival IQ helps social media marketers 04:37 - The platforms covered in Rival IQ’s report 07:09 - How industry and strategy affect engagement rates 14:55 - Why Rival IQ analyzes both organic and paid posts across platforms 19:31 - How consistency affects social media reach 24:31 - Factors that affect engagement rates 31:21 - The surprising aspects of Seth’s report 36:37 - Jumping on popular hashtags vs creating your own 40:11 - Seth’s advice for anyone looking to become Social Pros Resources Visit SocialPros.com for more insights from your favorite social media marketers.
3/18/202243 minutes, 9 seconds
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How Wish Puts a Human Face to Online Shopping

Carmen Collins, Senior Social Media Lead at Wish, takes the mic on this episode of Social Pros to discuss how brands can ‘humanize’ their marketing strategies and create true authenticity. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Full Episode Details Connecting with customers is vital for the growth of any brand. But how can you connect with your customers on a human level? Carmen Collins, the incredible Senior Social Media Lead at Wish, pushes brands to “put a human face” on their online shopping experience by shining a spotlight on the employees of the organization. Customers want to do business with brands that they like and connect with. This means that if you want to increase engagement, boost conversions, and get people talking about your business, you need to embrace and showcase authenticity. So, how can you do this? Well, I’d start by listening to what Carmen has to say on her fourth time here on Social Pros! In This Episode: 04:15 – How Wish makes the online shopping experience fun (and addictive!) 06:58 – An insider look at the business objective of Wish’s social media strategy 09:46 – What Wish’s team structure looks like now that the brand is transitioning from a privately owned company to a public company 13:46 – How the social and influencer teams work separately 16:20 – How the customer care team handles customer support questions 18:08 – The power of leveraging Instagram Live 21:45 – Why more brands need to show empathy and authenticity 25:08 – How Wish has put a human face on their brand 30:23 – Why social media pros and marketers should learn as much as possible about NFT communities 32:20 – How to get started with Discord 36:27 – A look at how Wish approaches their content strategy on TikTok vs Instagram reels 41:14 – Tips for balancing efficiency with effectiveness Resources Get the new State of Marketing report for free from Salesforce Download Social Pros 500 for FREE! Check out Wish Follow Carmen on Twitter Visit SocialPros.com for more insights from your favorite social media marketers.
3/11/202248 minutes, 28 seconds
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How AI Adds Empathy and Impact to Your Social Media

Kate Bradley Chernis, the Co-founder & CEO of Lately, joins the Social Pros podcast to have a chat about the revolutionary power of AI in the content creation and marketing space. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Full Episode Details Kate Bradley Chernis, the Co-founder & CEO of Lately, joins the Social Pros podcast to discuss AI applications in the world of sales and marketing. Kate explores why social pros need to look for more interesting and compelling ways to draw audiences in and how Lately is helping users raise engagement levels by generating words that convert. We hear how important it is for social pros to break down communication barriers using touchpoints that trigger nostalgia, memory, and emotion, as well as the various ways AI can make that process easier. In This Episode: 4:17 - Kate gives some background on Lately.ai 09:23 - The importance of adding variety to your message 11:29 - Why archived content is still viable 16:47 - The engagement boosting power of Lately.ai 19:26 - The best source material for Lately.ai 21:50 - Why AI can’t replace humans 23:05 - How empathy ties into working with AI 30:03 - How Lately.ai helps both content and social teams 32:20 - How AI boosts human interaction 34:32 - Kate gives some insights into her ‘Lately Office Hours’ sessions 38:34 - Kate’s advice for anyone looking to become a social pro Resources Lately.ai Lately.ai’s Twitter Kate Bradley Chernis’ Twitter Visit SocialPros.com for more insights from your favorite social media marketers.
3/4/202247 minutes, 10 seconds
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How to Manage Online Communities at a Global Scale

Erika Lovegreen, the SVP of Marketing & Communications at ICUC, is on Social Pros this week to talk about the intricacies of managing communities in an ever-changing landscape. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Full Episode Details Erika Lovegreen, the SVP of Marketing & Communications at ICUC, has made “people” her business — whether it’s blurring the lines between community management and customer service or adapting to new trends/platforms to meet customer needs. Erika kicks off with a little ICUC backstory, starting from their humble beginnings moderating WWE conversations via text messages to partnering with Forbes list brands. She also explains what it takes to offer their services efficiently on a realistic and scalable level. We hear how changes in the digital landscape, as well as global events, have not just changed how audiences react but community managers as well. Erika also highlights the importance of learning to embrace a bit of discomfort and pushing boundaries as the social scene changes more rapidly than it has in decades. In This Episode: 03:19- Erika explains what ICUC does 05:28 - The line between community management and customer service 06:59 - How the ICUC relates with their agency partners 09:01 - Why prioritization is important when managing clients at scale 11:36 - Erika’s take on the evolution of customers’ attitude over time 13:47 - Why empathy is vital for both brands and the communities they serve 15:55 - Erika breaks down the scoreboard of a typical interaction between ICUC and their clients 18:06 - How passion and logistics play into assigning staff to subject areas 20:47 - The advantage of specialization and forming the right partnerships 23:39 - How the social media age has changed the skillsets needed at ICUC 26:32 - Steps brands should take to ensure they have the right engagement strategies for the future 31:49 - How Erika's background in healthcare feeds into her present role 34:12 - Erika’s advice to people looking to become social pros Resources ICUC’s Twitter ICUC’s LinkedIn Erika’s Twitter Visit SocialPros.com for more insights from your favorite social media marketers.
2/25/202237 minutes, 34 seconds
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How Steak-umm Conquered Social Media

Nathan Allebach, the Creative Director of Allebach Communications, joined the Social Pros podcast for a chat about the ins and outs of creating brand voices and how he created the iconic Steak-umm brand persona. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Full Episode Details Nathan Allebach, the Creative Director of Allebach Communications, is on the Social Pros podcast to share his thought process behind creating the Steak-umm brand persona, and the ins and outs of balancing client expectations with audience expectations. Jumping on the Twitter scene at a time when big brand personas just started dominating the platform, Nathan admits to being pleasantly surprised once the Steak-umm voice rose in popularity. Nathan discusses how his success simply boiled down to experimentation and how he had to apply clear-cut strategies to keep the brand persona out of the red and in the black. He also shares a few pointers on pitching brand personas and earning client trust further down the line. Nathan also explains why it’s important for social pros to prioritize basic media literacy and critical thinking. In This Episode: 04:12 - Nathan tells us about his podcast “What's Really Good” 05:13 - How Nathan’s wealth of knowledge helped make him a social media expert 07:46 - Inspiration behind the Steak-umm brand persona 10:10 - The general reaction when the Steak-umm voice took off 13:12 - How to breathe life into brand voices 16:50 - How Nathan handled non-marketing related messages sent to the brand 20:15 - The dynamics of Nathan’s relationship with the Steak-umm stakeholders/brand managers 23:04 - The kind of topics Nathan would avoid under the Steak-Umm umbrella 26:52 - How to establish trust within brand-agency relationships 30:01 - When to pitch vanity metrics vs actionable metrics 31:34 - Nathan’s take on whether the Steak-umm playbook could work for any brand 41:26 - Nathan’s advice for anyone looking to be a social pro Resources What’s Really Good with Nathan Allebach Nathan’s Twitter Allebach Communications Allebach Communications' Twitter Visit SocialPros.com for more insights from your favorite social media marketers.
2/18/202246 minutes, 40 seconds
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How Stanford Taps into Platform Reps to Boost Results

Nora Cata, Marketing Specialist at the Stanford Center for Professional Development joins the Social Pros podcast to discuss the importance of leveraging platform experts to ensure that social media campaigns hit their mark Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Full Episode Details Nora Cata, the Marketing Specialist at the Stanford Center for Professional Development joins the Social Pros podcast to explain the importance of forming relationships with platform representatives and experts. Nora has spearheaded some pretty bold and daring social media campaigns during her time as a marketer, but her confidence isn’t just on account of her wealth of knowledge. Over the years, she has formed solid connections with platform representatives which, in turn, gives her more insights into what works and what doesn’t. She delves into some of the great work she’s done as a result of her affiliation with platform representatives in LinkedIn and even Google. She also offers a few pointers on how to get in touch with some of these platform representatives, ranging from networking to simply asking nicely. In This Episode: 03:49 - Nora gives some insight into what the Stanford Center for Professional Development does 04:54 - How the Stanford Center for Professional Development carries out its very precise marketing strategy 08:52 - Nora describes her typical target market 10:48 - How virtual engagement has spiked since the pandemic 13:12 - Nora discusses virtual content and how she uses it 17:22 - The inspiration behind their out-of-the-box virtual content 18:49 - How communicating with platform reps boosts the success of a social media campaign 22:43 - Nora shares tips to get in touch with a platform rep 25:34 - How Nora’s team is structured and how that contributes to her success 28:58 - Who gets credit for what on Nora’s team 30:37 - What Nora looks for in metrics 32:09 - How Nora manages the messaging for two different brands under one umbrella 38:11- Nora’s advice for anyone looking to become a social pro Resources Stanford Center for Professional Development Nora Cata’s Twitter Nora Cata’s LinkedIn Get the new State of Marketing report for free from Salesforce Visit SocialPros.com for more insights from your favorite social media marketers.
2/11/202242 minutes, 7 seconds
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How to Make Finance Fun with Social Media

Whitney Magnuson, Senior Director, Social Marketing at Northwestern Mutual, is on Social Pros this week to talk about the strategy behind making finance content fun on social media. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Full Episode Details Whitney Magnuson, Senior Director, Social Marketing at Northwestern Mutual, joins Social Pros to give us a window into how her team creates fun and engaging social content. Whitney explains how social media is a team effort that goes beyond the marketing department and how financial advisors use their expertise to pitch in with ideas. She also shares the challenges of creating content for such a highly regulated industry. Memes and pop culture might not be what you expect from a financial services giant like Northwestern Mutual, but the social team pulls it off with a nice balance between fun and informative content. Whitney also shares Northwestern Mutual’s approach to working with influencers and why they focus more on micro-influencers who represent everyday people. As a self-proclaimed data junkie, Whitney also explains why data is so important in this field and how it can help you tweak and fine-tune your social strategy. In This Episode: 5:57 – Whitney fills us in on what Northwestern Mutual offers 7:50 – How Whitney helps financial professionals with their social media efforts 10:24 – How to navigate compliance regulations on social media 11:35 – How Whitney and her team makes financial content fun 14:23 – Why Northwestern Mutual uses a very different tone on social 17:10 – How Northwestern Mutual went from being “the quiet company” on social to a social-first organization 19:11 – Advice for taking over a new social media team 21:11 – How Whitney’s background as an attorney plays into her current role 22:55 – Where influencers fit into Northwestern Mutual’s marketing strategy 26:59 – How Whitney picks influencers to work with 28:44 – How customer relationships with financial advisors have changed since COVID 31:06 – Why data is one of the most important parts of social media 34:49 – Northwestern Mutual’s focus on younger customers 37:37 – Why LinkedIn content differs from Instagram content 38:55 – Why Whitney isn’t a huge fan of Reels 43:26 – Whitney’s top tip for anyone looking to become a social pro Resources Get the new State of Marketing report for free from Salesforce Onalytica B2B Influencer Compensation Report Northwestern Mutual’s Twitter Northwestern Mutual’s Facebook page Northwestern Mutual’s LinkedIn Northwestern Mutual’s Instagram Northwestern Mutual’s YouTube channel Whitney’s blog - Mrs. Millennial Visit SocialPros.com for more insights from your favorite social media marketers.
2/4/202246 minutes, 47 seconds
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How Dude Perfect Creates Perfect Brand Partnerships

Chad Colemen, the VP of Brand Partnerships & Digital Engagement at Dude Perfect, joins the Social Pros podcast to discuss the dynamics of brand partnerships and how to discover what works and what doesn’t. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Full Episode Details Chad Colemen, the VP of Brand Partnerships & Digital Engagement at Dude Perfect, is on the Social Pros podcast to share the ins and outs of forming and maintaining brand partnerships. As a fan of golf and a proficient digital marketer, Chad admits that he’s landed his dream job. However, it’s every bit a job as the next role. It’s not all trick shots and hanging with the Dudes for him. He juggles a number of behind-the-scenes duties, including managing all the brand partnerships that come their way. Chad offers a peek behind the curtains at how Dude Perfect picks brand partners and what goals need to align before the partnership is considered successful. He also paints a vivid picture of what the wrong partnership looks like and how partner expectations have evolved with the success of Dude Perfect. In This Episode: 7:04 - What the Dude Perfect’s creative process looks like 13:31 - Chad’s description of a typical week at Dude Perfect 15:31 - Chad’s elevator pitch for his job role at Dude Perfect 17:21 - How Chad’s role has evolved with over the years 23:24 - How Dude Perfect vets brand partnerships 26:49 - How advertiser expectations have changed with the success of Dude Perfect 30:49 - Why embedded marketing messages work better Dude Perfect 39:14 - How Dude Perfect manages varying social media algorithms 45:44 - Chad’s top tip for people looking to be social pros Resources Get the new State of Marketing report for free from Salesforce Chad Coleman’s Twitter Dude Perfect’s Twitter Visit SocialPros.com for more insights from your favorite social media marketers.
1/28/202251 minutes, 33 seconds
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How to Use Analytics to Make Better Social Media Decisions

Neil Hoyne, the Chief Measurement Strategist at Google, joins the Social Pros podcast to talk about the untapped potential of data and how marketers and social pros alike can leverage it. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Full Episode Details Neil Hoyne, Chief Measurement Strategist at Google and author of the book Converted: The Data Driven Way to Win Consumers’ Hearts, is on the Social Pros podcast to address an issue plaguing most organizations today — what do we do with all this data? Neil explains that the journey from one data driven decision to ten of them is a gradual and progressive one. He also discusses the need to use timely and relevant data on account of the dynamism of customer behavior. Drawing from a few excerpts from his book, Neil answers seemingly simple but pertinent questions such as “why marketers don’t as the right questions” and “whether aspiring marketers should dabble in courses like psychology.” In This Episode: 06:31 - What it takes to handle the monumental amount of data available today 10:16 - Neil highlights the importance of having real-time consumer data 13:15 - Three reasons why marketers don’t ask the right questions 16:07 - What prevents companies from embracing lifetime value 19:55 - How to demonstrate the lifetime value of social media without the math 22:41 - How social pros can successfully chase the same objective as other parts of an organization 26:02 - Neil’s take on whether social media practitioners should also do measurement and analytics 29:59 - Why Neil believes acquisition is the best way to build your business using social media 32:38 - Why all organizations need some semblance of a Chief Digital Officer role 34:46 - Why Neil advises marketing students to work across disciplines 37:08 – Neil’s top tip for those looking to become a social pro Resources Get the new State of Marketing report for free from Salesforce Grab the Social Pros Turns 500 free commemorative eBook Neil Hoyne’s Twitter Converted: The Data-Driven Way to Win Customers’ Hearts Visit SocialPros.com for more insights from your favorite social media marketers.
1/21/202242 minutes, 3 seconds
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What B2B Influencers Get Paid and Why

Tim Williams, CEO of Onalytica, joins the Social Pros podcast to talk about the power and rising popularity of influencer marketing in the B2B space. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Full Episode Details Tim Williams, CEO of Onalytica, is on the Social Pros podcast to discuss the rise of B2B influencers, how much they get paid, and the best practices for working with them. Tim takes us into the story of what Onalytica does for brands and shares why he thinks influencers have become so key to the marketing world. He explains that there’s a major trust problem with brands, meaning that marketing is starting to lose its effect – paving the way for influencers to save the day.   Tim discusses Onalytica’s recent B2B Influencer Compensation Report and what the data shows about how much influencers are paid around the world. He also shares some red flags that brands and influencers should watch out for before starting a partnership. In This Episode: 4:08 – Tim explains the different stages businesses want to work with influencers 5:58 – Why influencers are replacing the trust that brands have lost 8:14 – How B2B has started to embrace influencer marketing 10:54 - What the B2B Influencer Compensation Report says about payments 14:40 – How the expectations of influencers differ around the world 17:37 – How to measure the effectiveness of B2B influencers 20:25 – Deciding how many influencers and what type of influencers to hire 22:41 – How the demand for influencers is creating new roles in the B2B space 25:40 – Tim explains the difficulty of managing influencers in a broader business structure 28:03 – How Onalytica helps clients determine what employees would make good influencers 30:07 – How the expectations of influencers have changed 35:27 – Tim explains how influencer marketing and account-based marketing will work together 38:56 – Red flags that influencers should be aware of before working with a brand 43:58 – Tim’s top tip for someone wanting to become a social pro or an influencer marketing manager Resources Get the new State of Marketing report for free from Salesforce B2B Influencer Compensation Report Visit SocialPros.com for more insights from your favorite social media marketers.
1/14/202247 minutes, 15 seconds
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Adweek’s Expert Insights for Engaging Audiences

Jess Zafarris, Director of Audience Engagement at Adweek, joins the Social Pros podcast to chat about one of the most important aspects of social media - audience engagement. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Full Episode Details Jess Zafarris, Director of Audience Engagement at Adweek and author of the book Once Upon a Word, knows how to get people talking online. As head of audience engagement, it’s her job to ensure that social content sparks conversation while also telling an accurate story of the latest news. Jess explains what it’s like to engage with people with different levels of expertise due to Adweek’s highly varied audience. We’re also taken behind the scenes of how the Adweek weekly Twitter chats came to be, how its TikTok strategy is going, and what it takes to create engaging pieces of content. We hear how Jess balances the creator vs. reporter side of her role and blends informative content with fun, creative content to get the most engagement. Jess also gives some examples of brands she thinks are killing it in the world of audience engagement and shares some of her favorite campaigns she’s seen brands take on. In This Episode: 3:30 – What it’s like managing social media for a publication 4:47 – How Adweek creates content for such a broad audience 6:35 – Jess explains how they manage their content calendar 8:46 – How Jess’ role fits into a journalistic environment 13:01 – Jess explains Adweek’s TikTok strategy 16:33 – How long it takes to create content 19:11 – How social media has changed over the course of the pandemic 22:32 – Jess says who she thinks is nailing audience engagement on social media 27:17 – How effective cross-promotion programs can be across different brands and subjects 30:44 – Crafting a balance between creative content and statistics-driven content 32:58 – Why Jess thinks “metaverse” should be in the dictionary 34:39 – How brands are preparing for the metaverse 36:18 – Jess tells us about her book and side projects in etymology 38:26 – Jess’ top tip for anyone looking to become a social pro Resources Get the new State of Marketing report for free from Salesforce Adweek’s website Adweek’s Twitter Jess Zafarris’ Twitter Useless Etymology’s Twitter Visit SocialPros.com for more insights from your favorite social media marketers.
1/7/202241 minutes, 37 seconds
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Becoming a Social Pro: Insight From 500 Episodes (And Counting)

Marking this incredible milestone, our very own Jay Baer, Anna Hrach, and Adam Brown sit down to discuss the most important (and surprising) lessons learned over 10 years of the Social Pros podcast in this special one-off webinar. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Full Episode Details With more than 500 interviews with hundreds of industry-leading social specialists under their belts, hosts Jay Baer, Anna Hrach, and Adam Brown look back over the developments that have shaped social pros roles in the last decade. In this very special episode, the hosts share insights from previous Social Pros guests about the changes, evolutions, and the biggest surprises in social media since the podcast began. They also revisit some of the very best tips and advice from the experts over the years. The hosts go on to discuss what’s in store for the future of a social pro and what developments you can expect to see in social media roles in the next ten years. They also share their one dream guest they’d like to interview on the Social Pros podcast. Discover all the key findings and insights from 500 episodes (and counting) in our companion eBook, where you can also check out the video version of the webinar. In This Episode: 3:22 – Jay reflects on the early days of the Social Pros podcast 4:50 – Adam shares what it’s been like talking to different social pros over the years 8:26 – Why Social Pros’ success is all down to featuring great guests 12:37 – The biggest surprises in social media over the last ten years 15:24 – What a previous guest had to say about producing authentic content 17:58 – How social media has become part of customer care 20:22 – How social media has changed so much over the last decade 26:24 – Why the role of a social pro has evolved so drastically 28:43 – Predictions on what skills future social pros are likely to need 32:11 – The top guest tips for anyone looking to become a social pro 40:48 – Dream guests Jay, Adam, and Anna would love to see on the show Resources Grab the Social Pros Turns 500 free commemorative eBook Visit SocialPros.com for more insights from your favorite social media marketers.
12/31/202150 minutes, 24 seconds
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Special Social Pros Holiday Announcement

We’re skipping our usual podcast this week but will be back on December 31 with a special episode to mark a huge milestone... To mark the Social Pros podcast reaching its 500th episode, we ran a live webinar to talk about what we’ve heard and learned over the past 500 episodes. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Full Episode Details In this webinar and the special podcast episode to follow, host Jay Baer and co-hosts Anna Hrach and Adam Brown join together to celebrate one of the longest-running marketing podcasts hitting its 500th episode. The Social Pros hosts discuss different episodes, favorite guests and looks at some of the very best advice our guests have given listeners over the years. To mark the celebration, we’ve also produced a companion guide eBook that we’re really proud of. It features different highlights from the show, exclusive insights from social media experts, and gives a full rundown of the history of this podcast. To download it for free, head to this link. For those who couldn’t make the live show on December 22, the podcast episode will be available on December 31. Until then, Happy Holidays and Merry Christmas from all of us at Convince and Convert! Resources Grab the Social Pros Turns 500 free commemorative eBook Visit SocialPros.com for more insights from your favorite social media marketers.
12/24/20212 minutes, 58 seconds
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How MTV Uses Social Media to Turn Fans into Friends

Kristen Maldonado, Senior Manager of Social Media at MTV, joined the Social Pros podcast for a chat about building a strong community of loyal fans. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Full Episode Details Kristen Maldonado, Senior Manager of Social Media at MTV, is on the Social Pros podcast to share how the team over at MTV managed to build such a fantastic community and fan base. As a lover of pop culture herself, Kristen appears to have the perfect job. Kristen explains that rather than relying on boring, false Tweets and overly manufactured campaigns, the approach at MTV is more about posting from one fan to another. The social media team at MTV are all huge fans of the artists and movies they post about, which goes a long way in making the content feel more authentic and exciting. This, Kristen explains, is key to building a strong community and boosting engagement with fans. Kristen talks about why MTV prioritizes social listening, and she also shares a glimpse into how they put together Instagram campaigns and test out different content formats. She also explains how being a content creator on the side has helped her in her career and why it’s her top tip for other social pros. In This Episode: 3:44 – Kristen explains how the MTV social team are just as excited as the fans 5:30 – How the MTV social team manages to produce so much content with a small team 7:24 – How MTV’s social team members collaborate with different content calendars 9:50 – The balance between pre-planned content and posting lightning-fast reactions to news stories 10:42 – The role of social within the MTV brand as a whole 13:14 – Kristen explains how they coordinate with artists and how it plays out to the fans 16:55 – How the social team at MTV put together such a successful IGTV campaign with celebrities 20:11 – How MTV’s social team tests different content formats 23:18 – How the voice of MTV’s social channels came to be 26:34 – What MTV looks for when hiring new team members 28:33 – Why having a content creator background is so helpful for a social media career 32:33 – Kristen gives her top pick for an underrated show everyone should watch 35:26 – Kristen’s top tip for those looking to become a social pro Resources Get the new State of Marketing report for free from Salesforce Kristen’s YouTube channel about pop culture  Visit SocialPros.com for more insights from your favorite social media marketers.
12/17/202138 minutes, 51 seconds
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Why Writing Is Still the Key to Social Media Success

Amy Woods, CEO and Founder of Content 10x, is back on the Social Pros podcast to share her content repurposing expertise, and the importance of consistency, copy, and having a platform-focused approach. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Full Episode Details Amy Woods, CEO and Founder of Content 10x, joins the Social Pros podcast for a second time to chat about why writing is still king when it comes to content creation. Whether you’re creating podcasts, videos, audiograms, or graphics – it all starts with the writing. Amy shares some of her content repurposing expertise and a little look behind the curtain at how Content 10x creates awesome repurposed content for this very podcast as well as many others. On the social side, Amy explains why a platform-specific social strategy is always best and why it’s so important to know each platform inside out to get the very best out of it. Amy rounds off the episode with some tips for new podcasters and explains why it’s crucial to have a seat at the table when putting a content strategy together. In This Episode: 4:43 – The current state of the content repurposing industry 7:10 – How to create the right content for the right platform and audience 11:01 – Consistency with publishing schedule vs. consistency with topic 12:49 – How to successfully approach topical content 14:36 – Amy discusses whether you need a consistent ‘face’ for your brand 17:04 – How Amy prioritizes the Content 10x teams 19:50 – The implications of the rising number of podcasts 22:18 – Is it better to be niche? 26:44 – Where social media practitioners should invest their time 32:46 – The consequences of not having a content strategy 35:08 – How to become a social pro 37:27 – Amy’s choice for a video call with any living person Resources Get the new State of Marketing report for free from Salesforce The Content 10x podcast  Visit SocialPros.com for more insights from your favorite social media marketers.
12/10/202140 minutes, 46 seconds
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How Can Companies Win with Personal Branding?

AJ Vaden, CEO and Co-Founder of Brand Builders Group is on the Social Pros podcast to discuss the increasingly important concept of personal branding. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Full Episode Details AJ Vaden is a personal branding expert and CEO and Co-Founder of Brand Builders Group. She joins the Social Pros podcast to share the tips and tricks (and common mistakes) all businesses need to know about when it comes to personal branding. According to AJ, we are in the “era of the individual,” and personal branding is more important now than ever. She explains that personal branding is not the new concept we think it is. It’s just more visible now in the digital world. It’s not just some fad or trend we can skip. Personal branding is key to building your reputation and customer trust. AJ shares the common mistakes she sees clients make and how entrepreneurs can really reach their audience through content, not just sales pitches. In This Episode: 2:54 – AJ takes us through Brand Builders Group 5:40 – Why Brand Builders Group is not just about personal brand strategy but business strategy as well 6:30 – Why personal branding is not a new idea or trend 9:36 – AJ discusses the latest research from Brand Builders Group 14:19 – The importance of company executives having their own personal brand 19:08 – Why AJ advises companies to create their own internal influencers 25:29 – The most common personal branding mistakes on social media 31:20 – AJ’s advice for using different social platforms 34:48 – Why building a personal brand isn’t about getting social media-famous 36:00 – AJ’s top tip for those looking to become a social pro Resources Get the new State of Marketing report for free from Salesforce Trends in Personal Branding Visit SocialPros.com for more insights from your favorite social media marketers.
12/3/202139 minutes, 31 seconds
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What to Do about Instagram’s 11 Monthly Changes

Jenn Herman, Instagram Expert, Speaker, and Author at Jenn's Trends, joins the Social Pros podcast for a new and updated chat about Instagram’s best practices. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Full Episode Details If Jenn Herman, Instagram Expert, Speaker, and Author at Jenn's Trends, sounds familiar, it’s because she’s a returning guest twice over. She joins the Social Pros podcast for a third time to deliver more fantastic Instagram tips and insights. Given that Instagram is perhaps the most frequently changing social media platform, Jenn always has something new to share. In this episode, we look at what’s changed on Instagram and which best practices you should focus on in the future. The last time Jenn was on the show, Reels was a promising new feature. Given what it is today, Jenn explains why you should definitely prioritize Reels in your Instagram strategy. We also hear some quickfire tips from Jenn for any social pro trying to gain traction on Instagram, including why you should only ever post your best content. Tune in to the episode to learn what makes a winning Instagram strategy, what she’d love to see on the platform in the future, and why the color blue is surprisingly good for engagement. In This Episode: 4:08 – Jenn’s take on Meta and why she thinks it’s unlikely to affect Instagram 6:05 – How to deal with ever-changing Instagram updates and why Reels is the one to focus on (for now) 7:43 – How to repurpose content for Reels 11:37 – Jenn explains why “more hashtags is more,” as long as they’re relevant 15:03 – Why Instagram recently rolled out the ‘Rage Shake’ feature 16:23 – The benefits of being able to delete and edit Carousels 19:12 – Jenn discusses the new ability to post from the desktop 21:33 – What photos work best on Instagram – Jenn’s top tips for boosting engagement 24:23 – What features or updates Jenn would love to see in the future 26:53 – The place Instagram has in customer service 29:18 – Why Jenn believes you should have a customer service background to work in social 31:10 – The top thing that Instagram users overlook 34:24 – Jenn shares her top tip for those looking to become a social pro Resources Get the new State of Marketing report for free from Salesforce Visit SocialPros.com for more insights from your favorite social media marketers.
11/26/202138 minutes, 23 seconds
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Why “Real-Time Social” Is Too Late for Twinspires

Leah Schultz, Senior Director of Brand & Social at TwinSpires Racing, Sports & Casino, joined the Social Pros podcast to discuss a winning real-time social media strategy. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Snapchat Full Episode Details Leah Schultz, Senior Director of Brand & Social at TwinSpires Racing, Sports & Casino, is on the Social Pros podcast to share the secrets of TwinSpires’ success. Social media never sleeps. And in the world of online gambling, sports, and racing, social pros need to have their finger on the pulse. Part of what makes TwinSpires’ social content so engaging is that it pops up exactly when the fans need it – in real-time. Leah and her team don’t delay when it comes to pushing out content. Someone just won their 7000th race? Her team will push out recaps, graphics, and copy, right there and then. Leah explains why this is especially important in this industry and what other social pros can do to stay ahead. She shares the strategies behind social listening, community management, and why a trusting, close-knit team is key to making fast decisions for social content. Leah also shares a little about the challenges of promoting racing and gambling content, including the regulations and how they differ by state. In This Episode: 4:34 – Leah shares a bit of background on TwinSpires Racing, Sports & Casino 5:50 – How Leah navigates the different regulations for social content 7:30 – How the TwinSpires team manages national vs. state-specific social content 11:20 - What Leah learned from her time with Papa John’s legal team 13:30 – Why online casino and racing are a 24/7 business for the social team 16:55 – Why having a social team with passionate sports fans is so important for TwinSpires 20:19 – Where community management fits into the social team 22:05 – How TwinSpires manages age gating with its content 26:14 - Leah shares how she talks to leadership about social media and how that’s changed over the years 29:41 – Leah gives her take on how VR and AR will play into the future of online casinos and sports 32:40 – Why Leah prefers Twitter over audio-only platforms like Clubhouse 35:52 – Leah’s top tip for those looking to become a social pro Resources Get the new State of Marketing report for free from Salesforce Double your advertising spending on Snapchat Visit SocialPros.com for more insights from your favorite social media marketers.
11/19/202138 minutes, 45 seconds
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How GoFundMe Changed Fundraising with Social Media

Brittany Cabriales, Head of Social Media at GoFundMe, joins this Social Pros podcast episode to discuss how social media can be a force for good. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Full Episode Details Brittany Cabriales, Head of Social Media at GoFundMe, is on this episode of Social Pros to share the strategies and successes behind GoFundMe’s social media push. GoFundMe is an instantly recognizable name in the online fundraising world. Part of this is down to users sharing their fundraisers on social media, which almost every user does. Brittany explains how the social team helps to get the word out about important causes and the effect this has on fundraising. Brittany shares why timing is crucial and how timely fundraisers can raise thousands of dollars more. This is why promoting on social media is key, so you have to move fast. Brittany also shares how GoFundMe’s social media success is largely down to organic content rather than paid advertising. We also hear how different social platforms do better with certain types of fundraisers and how to tell an effective story with your fundraiser for maximum success. In This Episode: 3:18 – Why GoFundMe is hoping to broaden its audience reach 4:41 – The impact of the pandemic on GoFundMe 6:28 – How the pandemic spurred people into action through fundraising 7:21 – How GoFundMe uses social media to spread the word about good causes 9:36 – Brittany explains how GoFundMe targets both fundraisers and participants 10:17 – How different social platforms are better for different audiences 11:25 – How GoFundMe decides what fundraisers to promote 13:52 – Why Brittany is always trying to stay on top of social media trends 14:21 – How GoFundMe’s choice to highlight fundraisers affects the donations 16:34 – Brittany explains GoFundMe’s new social strategy 17:38 – Why GoFundMe sees more success with organic search over paid 18:29 – The top metrics that GoFundMe watches 20:19 – How Brittany approaches campaigns on different social media platforms 22:33 – GoFundMe’s new ventures on TikTok 24:34 – Brittany’s tips for gaining traction with your GoFundMe campaign 27:41 – Why Gen Z is one of the most engaged donor demographics on GoFundMe 28:43 – GoFundMe’s approach to social care and social listening 29:15 – How Brittany’s experience in customer support helps her in her role now 31:06 – Why “every cause is important” in Brittany’s eyes 32:33 – Brittany’s top tip for those looking to become a social pro Resources Get the new State of Marketing report for free from Salesforce GoFundMe’s Instagram Visit SocialPros.com for more insights from your favorite social media marketers.
11/12/202136 minutes, 8 seconds
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Advanced Facebook Ads in the Meta Era

Jon Loomer, Owner of Jon Loomer Digital, is on the Social Pros podcast to talk all about the future of advanced Facebook advertising.  Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Full Episode Details Jon Loomer, Owner of Jon Loomer Digital, joins the Social Pros podcast to share some of his words of wisdom and advice for those looking to take Facebook ads to the next level. With the recent Facebook to Meta rebrand, things are a little up in the air in the social media world. But Jon weighs in on the future of Facebook and how marketers will have to adapt to succeed. He gives some solid advice on getting started with Facebook ads, why you should focus on targeting the right people, and how to be mindful about sticking to a budget. Jon goes on to talk about how competition has affected advertising on Facebook over the years and why it’s more important than ever to be creative and experiment to find what works. In This Episode: 2:50 – Jon’s thoughts on Facebook’s rebrand to Meta 4:38 – What is “the metaverse”? 6:23 – How Jon Loomer Digital evolved into the resource for Facebook advertisers 10:08 – Why tie your Facebook ads to different stages of your funnel 12:07 – Creative, targeting, or budgeting: which is the most important? 14:31 – Why microtargeting is so powerful 18:00 – The factors holding people back from experimenting with Facebook ads 19:48 – How advertisers can set realistic result expectations 21:52 – How to get started with Facebook ads 25:56 – The challenges with dayparting 29:12 – Understanding how iOS14 can impact Facebook advertising 34:35 – What makes a good Facebook ad call to action 35:51 – How much should you trust Facebook’s auto-optimization? 41:48 – What experience and skills help you run successful ad campaigns 43:33 – Jon’s one tip to becoming a social pro Resources Get the new State of Marketing report for free from Salesforce Jon Loomer Digital A Facebook Ads Experimentation Guide Visit SocialPros.com for more insights from your favorite social media marketers.
11/5/202147 minutes, 13 seconds
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How Social Media Powers Global Hiring for Royal Caribbean

Thea Neal, Global Talent Marketing Manager for Royal Caribbean Group, joined this episode of Social Pros to share how she’s utilizing the power of social for recruitment. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Full Episode Details Thea Neal, Global Talent Marketing Manager at Royal Caribbean Group, is on the Social Pros Podcast to share the inventive ways Royal Caribbean Group recruits staff. With a constant need to fill roles on the many ships within the Royal Caribbean Group family, recruitment is a huge priority. But rather than simply throwing up a few job adverts, Royal Caribbean has turned to social media to really drive that hiring push. Thea explains how they use user-generated content from existing staff members to paint a picture of life at sea for potential candidates. She believes this goes way further than what marketing campaigns can produce because it’s authentic content that people really want to see. Thea also shares how recruitment is a long game for Royal Caribbean Group and how social is currently driving around 20% of referrals to job applications. We also hear a bit about the struggles during COVID, including visa changes, recruitment competition from other brands, and how the travel industry is recovering. In This Episode: 4:39 – How Thea is managing a huge hiring push after a COVID pause 7:27 – How being a talent marketer differs from being a regular marketer 9:39 – The ways talent marketing has changed over social media 11:27 – Why Royal Caribbean’s social recruitment push is a long game 12:40 – How Thea works with her counterparts to ensure the messaging is consistent 14:21 – What the pandemic taught Thea about the challenges of global hiring 16:20 – How Royal Caribbean manages a constant recruitment push worldwide 18:01 – How Royal Caribbean uses specific and targeted hiring campaigns 20:06 – Why Glassdoor ratings were such a big priority for Thea 24:10 – How user generated content gives insights into job roles that marketing campaigns can’t 26:08 – Why most UGC is created organically at Royal Caribbean 27:04 – Thea explains the ‘Journey with Us’ campaign 29:04 – How Thea measures success with recruitment campaigns 35:20 – Royal Caribbean’s hiring campaign plan post-COVID 36:50 – How Royal Caribbean competes with other companies for the best talent 38:54 – Thea’s one tip for those looking to become a social pro Resources Get the new State of Marketing report for free from Salesforce Careers at Royal Caribbean Group Visit SocialPros.com for more insights from your favorite social media marketers.
10/29/202142 minutes, 14 seconds
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How Innovation Helps Intuit See Massive Social Success

Lauren Thomas, Senior Manager of Communications & Social at Intuit Consumer Group, joins the Social Pros Podcast to discuss how Intuit makes tax content fun and engaging. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Snapchat Full Episode Details Tax and budgeting are, by most people’s books, not the most interesting topics to hear about on social media. And yet, Intuit has managed to create content on social that’s fun, engaging, and educational. This is thanks to the work of Lauren Thomas, Senior Manager of Communications & Social at Intuit Consumer Group, and her team. Lauren joined Social Pros to talk all about her work and how she’s brought innovations and big ideas to the team to drive its success. We hear about Intuit’s ventures on TikTok and how it works with both personal finance and general lifestyle influencers to create engaging and relatable content. Lauren explains how Intuit has developed its light-hearted and fun brand voice to appeal to those who would usually shy away from hearing about tax. In This Episode: 4:16 – How Lauren manages to wear so many hats in her role 6:10 – How Lauren uses social listening and the insights she’s picked up 8:47 – Why the area of social you work in affects how you use social listening 10:45 – How Intuit’s social media content changes throughout the year 13:40 – Lauren explains how social engagement shifts depending on the time of year 16:09 – How Intuit blends tax and finance content with lifestyle content 18:46 – Lauren explains how Intuit used Cameo as a unique marketing push 22:49 – How influencers help Intuit make serious tax topics engaging 26:55 – Intuit’s social care team’s approach to protecting personal information 34:02 – Lauren shares the story behind ending up in the Guinness Book of World Records  37:54 – The challenges of getting leadership to understand your vision  45:34 – Lauren’s top tip for those looking to become a social pro Resources Get the new State of Marketing report for free from Salesforce Double your advertising spend with Snapchat Visit SocialPros.com for more insights from your favorite social media marketers.
10/22/202149 minutes, 45 seconds
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How Visit California Jumped into TikTok

Gwynne Spann, Director of Content Marketing at Visit California, joins this episode of the Social Pros Podcast for a behind-the-scenes look at their TikTok strategy. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Full Episode Details Gwynne Spann, Director of Content Marketing at Visit California, is on Social Pros to chat about TikTok, content marketing, audience targeting, and much more. She shares the initial hesitancy she and her team had around TikTok and how her daughter convinced her to finally take the plunge. While fairly new to TikTok, we get a glimpse into how Visit California approached the platform in the right way, prioritizing authenticity and a tailored strategy specific to TikTok. Gwynne explains how the wider marketing strategy uses a lot of geographic targeting based on audience travel habits and how that influences the type of content they post. We also hear a bit about how Visit California works with travel partners, brand ambassadors, and Gwynne hints that we’ll likely see more influencer content in the future.  In This Episode: 4:41 – How marketing to in-state residents differs from out-of-state audiences 7:44 – How Visit California uses audience targeting 11:28 – Why Visit California launched its own TikTok 17:48 – Why TikTok is such a different beast than other social channels 20:57 – How Visit California works with all its different business and venue partners 24:30 – The success metrics that Visit California monitors 26:56 – How Visit California does sentiment analysis 31:02 – Gwynne explains what type of content is resonating the most on TikTok 36:10 – The top piece of advice Gwynne has for those thinking of becoming a social pro Resources Visit SocialPros.com for more insights from your favorite social media marketers.
10/15/202141 minutes, 22 seconds
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How Auntie Anne’s Pretzels Is Taking Social by Storm

Bari Rosenstein, Social Media Manager at Auntie Anne's Pretzels, joins this episode of Social Pros to talk all about her winning social media strategy. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Full Episode Details Bari Rosenstein, Social Media Manager at Auntie Anne's Pretzels, is back on the Social Pros Podcast, this time to share her strategies behind promoting pretzels to a growing fanbase. Impressively, Bari works as a social team of one but collaborates with other social media managers in the Focus Brands portfolio and beyond. In this episode, she discusses how Auntie Anne’s likes to use user-generated content from its passionate fans to create relatable social content. Bari also explains how she reaches out to influencers and how a simple gift of free pretzels led to a highly successful campaign during the Olympics. One of the reasons Bari loves her current role is that it’s so open to trying new creative ideas.  That’s why she’s been experimenting with the increasingly popular Auntie Anne’s TikTok channel. In This Episode: 5:59 – Auntie Anne’s expansion into drive-throughs and beyond 8:46 – Where Auntie Anne’s works within the Focus Brands family 10:33 – How Auntie Anne’s works with franchisees on larger marketing efforts 13:58 – Bari walks us through how they manage the social media calendar 16:09 – The reports and KPIs that Bari measures for franchisees and the larger business 18:12 – How Bari manages to be a social media team of one 23:10 – How the Focus Brands social media managers collaborate 26:10 – How Bari gained the trust of her team to post freely on social 28:28 – Bari talks about how Auntie Anne’s crisis management works and the struggles during the pandemic 31:52 – Where influencer marketing fits into the Auntie Anne’s social strategy 36:27 – Bari shares her ultimate Auntie Anne’s pick 37:41 – Bari’s top tip for those looking to become a social pro Resources Get the new State of Marketing report for free from Salesforce Visit SocialPros.com for more insights from your favorite social media marketers.
10/8/202141 minutes, 35 seconds
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How Being “Customer Obsessed” Is Key to Seaworld’s Success

Josh Greenberg, Director of Social Media and Digital Consumer Engagement at SeaWorld Parks & Entertainment, is on Social Pros to put the spotlight on customer care. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Snapchat Full Episode Details Josh Greenberg, Director of Social Media and Digital Consumer Engagement at SeaWorld Parks & Entertainment, says that being “customer obsessed” is the secret to their success. But what does customer obsession look like? SeaWorld Parks & Entertainment likes to focus on the individuals who love the brand and find ways to connect with them one-on-one. By doing so, the brand manages to make customers feel special and valued. Josh explains how SeaWorld manages to strike a balance between being a fun and silly brand whilst also prioritizing world-class customer care. He takes us through some fantastic examples of how SeaWorld has gone above and beyond what other brands would do on social media. Josh explains how interactions like these work behind the scenes and how collaborating with different departments and brands under the SeaWorld name works. In This Episode: 5:02 – How working in an agency differs from being a permanent part of a social team 7:51 – How Josh adapted to his new role and responsibilities 9:41 – How Josh balances social media across all the SeaWorld Parks & Entertainment brands 12:41 – The metrics and KPIs that SeaWorld Parks & Entertainment looks at 16:13 – The types of content that drive guest engagement the most 18:19 – The lessons Josh learned about change management when he first took his role 21:03 – Why it’s so important to build a relationship with people on social media 25:05 – How Josh’s team became customer obsessed 27:53 – How Josh helped to overhaul the SeaWorld Twitter accounts 31:22 – Why social care needs to be authentic 34:25 – Josh explains the metrics and analytics he’s looking at on TikTok 37:00 – Why you need to create content that’s relevant for each specific channel 38:26 – Josh’s top tip for anyone thinking of becoming a social pro Resources Get the new State of Marketing report for free from Salesforce Double your advertising budget on Snapchat with free ad credit Visit SocialPros.com for more insights from your favorite social media marketers.
10/1/202143 minutes, 9 seconds
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How to Create Customers with a Branded YouTube Channel

Andrew Stebbins (Influencer Marketing and YouTube Strategist) and Rob Yoegel (Senior Director of Marketing) from Linode joined this episode of the Social Pros Podcast to delve into their success on YouTube, influencers, and more. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Full Episode Details Linode’s Andrew Stebbins (Influencer Marketing and YouTube Strategist) and Rob Yoegel (Senior Director of Marketing) are on the Social Pros Podcast to talk all about their YouTube and influencer strategies. Linode is a cloud hosting company that’s been in the space for 18 years now. And yet, it’s only been in the past few years that they’ve really ramped up their focus on marketing. From relying entirely on word-of-mouth recommendations to now mastering YouTube, Linode has been on a big learning journey. In this episode, Rob and Andrew share more about how and why they got started on YouTube and why it’s been a key part of their education and customer acquisition strategies. Andrew gives a detailed look into his work with influencers and brand advocates and where they fit into Linode’s marketing push. Rob also shares some stats behind their success and how leveraging influencers on YouTube has led to 15-20% customer growth each month! In This Episode: 4:05 – What Linode does as an “alternative cloud provider” 5:47 – How Linode’s marketing stance has changed over the past 18 years 7:46 – Rob explains why content marketing has become key for Linode 9:45 – Why YouTube became a huge focus for Linode 11:38 – Linode’s advice to other social pros about using YouTube 14:08 – How Linode’s YouTube channel started and where it is today 20:26 – How Linode works with brand advocates and influencers 23:01 – The benefits of using existing customers as influencers 25:56 – Rob explains how Linode uses paid advertising on YouTube 29:47 – Linode’s approach to repurposing content 32:20 – How optimizing metadata on YouTube is key to success 34:29 – Why using video chapters is such an underutilized yet useful feature 36:04 – What the analytics say about engagement on YouTube 39:22 – The next steps for Linode 40:50 – The key YouTube performance indicators Linode’s marketing team prioritizes 42:58 – Andrew gives his top tip for someone wanting to become a social pro Resources Get the new State of Marketing report for free from Salesforce How to Host Multiple Discord Bots on A Single Server from Linode’s YouTube channel Deploy A Static Website Using The Linode CLI | Object Storage Tutorial from Linode’s YouTube channel Here's how to roll your own VPN | WireGuard Tutorial from Linode’s YouTube channel Clickbait is Unreasonably Effective from the Veritasium YouTube channel Visit SocialPros.com for more insights from your favorite social media marketers.
9/24/202147 minutes, 12 seconds
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How to Make Customers Love Your Social Media Program

Dan Gingiss, Chief Experience Officer at The Experience Maker and keynote speaker, joins this episode of Social Pros to throw the spotlight on the customer experience. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Full Episode Details Dan Gingiss, Chief Experience Officer at The Experience Maker, is a keynote speaker and author of ‘Winning in Social Customer Care’. His latest book, ‘The Experience Maker’ offers fantastic insights into how to build remarkable experiences for your customers. He joins the Social Pros podcast to give us a sneak peek at the wisdom he’s packed into his latest book. Dan discusses the importance of customer experience and how the pandemic only highlighted this. While there’s a lot of competition in many industries, there’s not much competition when it comes to providing a fantastic customer experience. Dan talks about how we’re often disappointed by brands and that one clear way to stand out is to go beyond customer expectations. Dan takes Social Pros listeners through the WISE system of creating content and communicating with customers, and why good customer experience starts with good employee experience. In This Episode: 4:40 – Why there’s an ongoing need for books about customer experience 9:23 – How you can still overdeliver on social media to keep customers happy 12:22 – Why you can’t do good customer experience without good employee experience 15:11 – How a focus on customer acquisition rather than retention affects the customer experience 21:03 – How Dan feels about brand voices on social that don’t match the brand 24:05 – Dan explores some examples of brands that are getting it right 26:45 – Why marketing’s job has always been to promise the customer experience 28:24 – The most important metrics for social media 31:38 – Why CEOs are overlooking the ROI of satisfied customers 32:27 – Why Dan thinks using social to sell is the wrong approach 33:30 – Why customers and brands now prefer direct messages on social media 36:46 – Dan’s top tip for someone looking to become a social pro Resources Get the new State of Marketing report for free from Salesforce The Experience Maker by Dan Gingiss Winning in Social Customer Care by Dan Gingiss Visit SocialPros.com for more insights from your favorite social media marketers.
9/17/202141 minutes, 41 seconds
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How Seasonal Brands Can Use Social to Engage Audiences 24/7

Izzy Greer, Marketing Manager of Portfolio Brands at Balsam Brands, joins the Social Pros Podcast to discuss how to make seasonal content engaging all-year-round. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Snapchat Full Episode Details Izzy Greer, Marketing Manager of Portfolio Brands at Balsam Brands, oversees marketing strategies for brands including Balsam Hill, the Christmas and seasonal décor store. She joins the Social Pros Podcast to share how she and her team keep the holiday spirit going on social 365 days a year. As a seasonal brand, Balsam Hill has to get really inventive in keeping its content both relevant and engaging, even in the summer months. Izzy explains why Balsam Brands prioritizes authentic user-generated content, working with influencers, and promoting on Pinterest. Izzy also shares some of the strategies behind paid versus organic content and how her team likes to unite them to create authentic content that resonates with its customers.  In This Episode: 5:34 – How Izzy structures content all year round for seasonal products 7:00 – How internal systems and pacing works for marketing seasonal content 8:53 – The reasons why people engage differently with Balsam Brands throughout the year 10:10 – Izzy’s key insights from social listening 12:40 – How Izzy’s team manages effective customer conversations 14:44 – Why Balsam Brands looks for an authentic connection when working with celebrities and influencers 20:20 – The tools Balsam Brands uses to collect and analyze content performance data 21:56 – Why an effective Pinterest strategy considers the platform’s planning and search engine functions 25:05 – How to create the volume of visual marketing content needed for social media 28:27 – How Balsam Brands taps into user-generated content Resources Get the new State of Marketing report for free from Salesforce Double your campaign spending with a Snapchat special offer Visit SocialPros.com for more insights from your favorite social media marketers.
9/10/202136 minutes, 37 seconds
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What the State of Marketing Report Reveals about Social Media in 2021

Adam Brown, Executive Strategist at Salesforce and Social Pros host, joins this episode as a special guest to talk all about Salesforce’s latest State of Marketing Report. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Full Episode Details Adam Brown, Executive Strategist at Salesforce and our very own Social Pros podcast host, joins this episode from the other side of the table. He’s on the show to share all the wisdom and insights that Salesforce’s latest report has to offer, including the highlights and surprising trends. The State of Marketing Report is something Salesforce publishes every year, and each time it comes out, the marketing world learns so much from it. In this episode, Adam discusses how the role of CMOs has changed, why businesses are focusing more on user-generated content, and how marketing is now all about data science as well as creativity. In This Episode: 1:50 – Adam explains how Salesforce put together the State of Marketing report 3:34 – What the report tells us about customer experience 5:25 – How marketers’ top three priorities are also their top three challenges 6:58 – What the report reveals about the way CMOs track their progress 8:29 – Why 88% of marketers have changed their marketing strategy 11:34 – Why marketers are increasingly using social media and email to boost reach 14:56 – The ways marketing departments want to level up their strategy 16:49 – Why training in influencer marketing and user-generated content is so vital 19:25 – How improved marketing tech empowers social pros to do less of the tactical stuff and more of the strategy 20:45 – Why 77% of marketers believe that their work provides more value now than a year ago 24:36 – How Salesforce has expanded its report with sub-reports and a Tableau dashboard Resources Get the new State of Marketing report for free from Salesforce Visit SocialPros.com for more insights from your favorite social media marketers.
9/3/202126 minutes, 52 seconds
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How Digital Crisis Management Works in 2021

Dave Fleet, Managing Director, Head of Global Digital Crisis at Edelman, is on the Social Pros Podcast to share his insights into modern digital crisis management. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Full Episode Details In times of crisis, it pays to plan ahead and act fast, says Dave Fleet, Managing Director, Head of Global Digital Crisis at Edelman. Dave joins the Social Pros Podcast to discuss how the ways businesses handle crises today have changed over the past few years. He talks about the impact of the digital world and how businesses have had to completely change the way they respond to crises. According to Dave, the old ways businesses managed crises are now obsolete. Today, organizations need to plan ahead and act fast in a way that’s rooted in trust. Misinformation spreads like wildfire. Dave discusses the use of multimedia content and different platforms to handle crises and why businesses need to be careful not to make things worse. In This Episode: 4:52 – Dave explains the scope and scale of the work that Edelman does 6:24 – How crises play out online in the modern world 10:38 – Which is more important, how you respond to a crisis vs. being prepared 13:31 – What a well-formed crisis response looks like 14:33 – Why you should communicate early in a crisis 17:07 – How Edelman uses data and social listening to keep on top of a crisis 20:04 – How Dave and Edelman counsel customers in a crisis 22:41 – Dave’s tip for better utilizing social listening 24:12 – Why video communication is preferred for some customers 29:05 – How Edelman uses paid advertising as part of its crisis response strategy 32:07 – What the PR crisis “war room” looks like in 2021 35:26 – Social media’s place at the table during an online crisis 37:28 – The best ways to prepare for digital crises in 2021 41:17 – Dave’s one tip for those looking to become a social pro Resources Get the new State of Marketing report for free from Salesforce Visit SocialPros.com for more insights from your favorite social media marketers.
8/27/202144 minutes, 43 seconds
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Rethinking Your Marketing Strategy with John Jantsch

John Jantsch, Founder and author of Duct Tape Marketing, joins this episode of the Social Pros Podcast to share his methods for revisiting your marketing strategy. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Snapchat Full Episode Details John Jantsch, Founder and author of Duct Tape Marketing, discusses what has changed (and hasn’t changed) in the marketing landscape and how you can stay relevant. He talks about how marketing fundamentals may remain the same, but the way we need to reach customers has changed. Customers are making buying decisions in different ways in the modern world, and so to keep ahead, you need to constantly tweak your strategy. John shares some great insights into how you can leverage customer reviews and use them in your strategy. He also gives his take on brand storytelling and how it has almost become a cliché (unless you do it right). In This Episode: 1:15 – Why John decided to write The Ultimate Marketing Engine 2:16 – How John pulled all his knowledge together to write such a comprehensive book 3:35 – John explains what he means by the “marketing hourglass” 6:05 – Why John refers to customers as members 9:30 – Why customer service is an overlooked part of marketing 13:11 – How The Ultimate Marketing Engine builds on the wisdom of his previous books 15:21 – How you can uncover the “real problem” in business (and solve it) 17:17 – Why customer reviews are a “hidden goldmine” of customer research 19:15 – Why businesses often miss the boat when selling a solution 21:59 – The importance of narrowing your focus in marketing 25:59 – The difference between storytelling and narrative 31:55 – What John has learned about social media from being one of ten children 34:05 – John’s approach to generating referrals and whether you should compensate them 40:05 – John’s top tip for anyone wanting to become a social pro Resources Get the new State of Marketing report for free from Salesforce Double your campaign spending with a Snapchat special offer Duct Tape Marketing by John Jantsch Visit SocialPros.com for more insights from your favorite social media marketers.
8/20/202147 minutes, 31 seconds
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Why You Must Constantly Revisit Your Social Media Strategy

Brad Baker, VP of Brand Strategy and Creative at Holiday Inn Club Vacations, joins this episode of the Social Pros Podcast to share how he keeps up with the ever-changing “organic beast” of social media. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:   Salesforce Marketing Cloud Snapchat   Full Episode Details Brad Baker, VP of Brand Strategy and Creative at Holiday Inn Club Vacations, has been in the social media business for a long time. In that time, he’s seen just how much everything can change, whether its strategies, best practices, algorithms, platforms – you name it. He joins the Social Pros Podcast to share his thoughts on revisiting social media strategies, how the team at Holiday Inn Club Vacations pulls it off successfully. He explains how they keep their finger on the pulse and adapt their strategy when needed – while also maintaining Holiday Inn’s strong brand legacy. Never has a travel or vacation business had to adapt more than during the pandemic. Brad takes us behind-the-scenes of how Holiday Inn Club Vacations adapted its social strategy during that difficult time. Brad also discusses how Holiday Inn works with influencers to tell an authentic story of the brand.   In This Episode: 4:45 – Brad gives a little background on the Holiday Inn Club Vacation Program 6:13 – How Holiday Inn Club Vacations navigated an unpredictable year of travel 8:07 – How the use of social media changed over the pandemic 9:56 – Brad explains the “virtual vacation” tab Holiday Inn Club Vacations introduced on their website 11:40 – How Holiday Inn Club Vacations are tapping into local knowledge to promote properties 12:53 – The KPIs that timeshare companies should measure 15:59 – How Brad’s team has moved more towards paid social 16:34 – The challenge of finding authentic influencers 19:48 – Why Holiday Inn Club Vacations is so transparent about its timeshare model 23:25 – How Brad directs and collaborates with the marketing and social teams 26:29 – How Brad makes the business case to leadership to invest more in social 29:28 – Brad shares the surprising challenges in his earlier marketing and social career 31:30 – Why social teams are so risk-averse right now 33:09 – Brad explains why social teams need to re-evaluate their strategy at least once a year 37:14 – Brad’s top tip for anyone looking to become a social pro Resources Get the new State of Marketing report for free from Salesforce Double your campaign spending with a Snapchat special offer   Visit SocialPros.com for more insights from your favorite social media marketers.
8/13/202143 minutes, 15 seconds
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How Orlando Rebuilt Traveler Trust with Social Media

Adeta Gayah, Director of Social Media and Content at Visit Orlando, joins this episode of the Social Pros Podcast to discuss how her team managed to keep people engaged and rebuild traveler trust during a pandemic. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Supermetrics Full Episode Details Adeta Gayah, Director of Social Media and Content at Visit Orlando, is on the Social Pros Podcast to give a window into how a travel organization promotes itself on social media when no one can travel. The pandemic has been a tough time for many businesses and individuals, but the travel industry has been one of the hardest hit. That didn’t deter the team at Visit Orlando, though. Instead, they got creative and set to work building traveler trust and excitement, ready for people to start traveling again. Adeta takes us behind the scenes at Visit Orlando to explain the strategies around user-generated content, social listening, and TikTok. She explains how Visit Orlando works with more than 1,100 businesses within the Orlando area and how her team helps create engaging content for a variety of business types. In This Episode: 5:36 – Adeta takes us through the mechanics of marketing for a destination organization 7:44 – How Visit Orlando helps different businesses tell their unique stories 8:14 – Adeta explains how the Visit Orlando team balances content for each business 9:46 – How Visit Orlando collaborates with members 11:30 – Adeta shares her thoughts on paid social 13:52 – How Visit Orlando likes to focus on local residents as well as tourists 15:37 – Why Adeta doesn’t take Orlando’s fame as a tourist hotspot for granted 18:40 – Adeta gives us a glimpse into the customer care team 20:29 – How Visit Orlando utilizes user-generated content 25:57 – The one social network that Adeta would never delete 27:25 – How TikTok became a major part of Visit Orlando’s strategy 30:08 – Visit Orlando’s strategy for weekday vs. weekend content 32:35 – Adeta explains what metrics matter most to Visit Orlando 35:18 – Why being a local resident is key to promoting Orlando 38:28 – Adeta’s top tip for those who want to become a social pro Resources Get the new State of Marketing report for free from Salesforce Download the Social Media Metrics template from Supermetrics  Visit SocialPros.com for more insights from your favorite social media marketers
8/6/202142 minutes, 7 seconds
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How Hulu Uses Social Media to Create Massive Brand Chatter

Tatiana Holifield, Head of Brand Social at Hulu, is on the Social Pros Podcast to talk about generating buzz and chatter on social media. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Snapchat Full Episode Details Tatiana Holifield, Head of Brand Social at Hulu, discusses how the Hulu team creates content that gets people talking on social media. With a lot of competition, standing out can be a challenge, even for big names like Hulu. Tatiana takes us behind the scenes to look at the strategies that make Hulu’s social content so effective. Tatiana talks about generating conversation, interacting with influencers, collaborating with different stakeholders, and also looking at what analytics can tell us. She explains the strategy behind promoting new shows and why Reddit is one of the most valuable platforms to use to tap into conversations about TV shows. In This Episode: 7:55 – How Tatiana describes Hulu’s “value proposition” 10:09 – How Hulu’s social team collaborates with third-party producers 14:49 – The struggles of coordinating and planning campaigns in social media 17:46 – Why trust is so important when collaborating with stakeholders 19:42 – How Tatiana plans content for different partners with very different needs 22:15 – Why TV partners prioritize mentions on social media as their primary metric 26:10 – How the Hulu team uses social listening to stay on top of the trends 30:50 – The strategies for dealing with passionate and loyal fanbases 34:31 – Why Reddit is a key platform in the TV world 45:05 – Tatiana’s one top tip for those thinking of becoming a social pro Resources Get the new State of Marketing report for free from Salesforce Double your campaign spending with a Snapchat special offer  Visit SocialPros.com for more insights from your favorite social media marketers.
7/30/202148 minutes, 6 seconds
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How Amtrak Got Creative in Social during the Pandemic

Andy Jasenak, Director of Digital Media at Amtrak, joins this episode of the Social Pros Podcast to share how the iconic railroad service Amtrak managed social during the pandemic. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Supermetrics Full Episode Details Director of Digital Media at Amtrak, Andy Jasenak, discusses how Amtrak got creative during a trying year of COVID-19. While many industries were affected by lockdowns, the travel industry was hit particularly hard. How do you promote a travel service when everyone’s locked down? Rather than slowing things down, Amtrak charged ahead and decided to get creative. Andy shares how Amtrak managed unique and fun social campaigns over Instagram Stories to keep people interested in travel throughout the pandemic. He shares how Amtrak values user-generated content from its many passionate brand advocates who help propel the brand across the U.S. Andy also talks more about his background and shares some food for thought for anyone looking to become a social pro. In This Episode: 4:30 – How Amtrak kept people engaged and inspired during the pandemic 6:09 – Amtrak’s strategy to stand out on social media 8:04 – The primary objective for Amtrak on social media 10:13 – Andy takes us behind-the-scenes of Amtrak’s social team setup 15:34 – How Amtrak coordinates responses across different channels 18:22 – How Andy makes a case for new social strategies to the rest of the team 19:35 – Why Amtrak hosted a Jimmy Kimmel mean tweet-style leadership meeting 22:10 – The role of brand advocates and why Amtrak loves user-generated content 25:33 – Amtrak’s creative Instagram Stories campaign 27:49 – How the Amtrak social team works humor and fun into its content so organically 31:18 – How social media differs across all the industries Andy’s worked in 34:44 – Andy shares why music is such an important part of his life 36:55 – Andy gives his top tip for those looking to become a social pro Resources Get the new State of Marketing report for free from Salesforce Download the Social Media Metrics template from Supermetrics Visit SocialPros.com for more insights from your favorite social media marketers.
7/23/202143 minutes, 12 seconds
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How to Unlock the Power of Influencer Marketing

Amanda Russell, Professor at the University of Texas & Northwestern University, and author of "The Influencer Code: How to Unlock the Power of Influencer Marketing" joins Social Pros to discuss the power of influencer marketing. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Supermetrics Full Episode Details Amanda Russell is a university professor, speaker, marketing strategist, and author. She joins the Social Pros Podcast to share her wide-ranging experience and expertise in influencer marketing. Her fantastic insights include what influencer marketing is vs. what it isn’t, the common mistakes businesses make, and how to get influencer marketing right. Amanda shares the three top misconceptions people have about influencer marketing including what it is and the best way to use it to boost your brand. She also challenges the idea that social media = influencer marketing. She says that just because someone is a content creator does not mean they are just an influencer. In This Episode: 4:43 – What people get wrong about the word “influencer” 6:48 – The three major misconceptions of influencer marketing 10:24 – The importance of trust and why it needs to be prioritized 13:59 – Why influencer marketing is the future of marketing 15:40 – The problem of viewing influencer marketing as a transactional thing 20:57 – The three steps of the “Influencer Code” 24:52 – Why influence is not universal 28:50 – Why businesses need to prioritize building relationships with influencers 34:29 – The important relationship between the marketer and the influencer 41:40 – What businesses can do to shift the way they view influencer marketing 43:35 – Amanda’s top tip for those looking to become a social pro Resources Get the new State of Marketing report for free from Salesforce Download the Social Media Metrics template from Supermetrics Amanda Russell’s website and book Visit SocialPros.com for more insights from your favorite social media marketers.
7/16/202147 minutes, 59 seconds
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How Nasdaq Goes All in on Its People-Focused Social Strategy

Kelsey Murray, Associate Vice President, Global Head of Social Media at Nasdaq, joins this episode of the Social Pros Podcast to discuss Nasdaq’s people-focused approach to social. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Supermetrics Full Episode Details When building a social strategy, it’s easy to get lost in business goals, analytics, and conversion rates. But what about the people at the heart of social media – the customers, partners, business owners themselves? Kelsey Murray, Associate Vice President, Global Head of Social Media at Nasdaq, shares her thoughts on why people should be the focus of everything you do in social media. A global tech company at heart, Nasdaq is about powering capital markets everywhere and connecting businesses together. Kelsey shares some behind-the-scenes glances at how Nasdaq manages social media and bespoke celebrations for businesses that go public. We also hear how her team manages remote working, both as a global team and working with the challenges of the pandemic. In This Episode: 6:20 – Kelsey describes what it’s like working for Nasdaq 8:48 – Who the primary audience of Nasdaq’s social media is and how they’re targeted 11:40 – How Nasdaq’s social team collaborates with different businesses 15:06 – Kelsey walks us through how her team plans campaigns 20:37 – How storytelling fits into Nasdaq’s social media strategy 25:17 – How Kelsey manages and coordinates sensitive information with news broadcasters 29:36 – Nasdaq’s TikTok ventures and how Kelsey broached the topic with the legal team 33:02 – Nasdaq’s approach to mapping out content throughout the year 38:40 – Kelsey’s tips and experiences of working remotely for Nasdaq 42:41 – Kelsey’s top tip for anyone wanting to become a social pro Resources Get the new State of Marketing report for free from Salesforce Download the Social Media Metrics template from Supermetrics Visit SocialPros.com for more insights from your favorite social media marketers.
7/9/202147 minutes, 42 seconds
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Advanced Instagram Strategies You Need to Master

Jenn Herman, Instagram Expert at Jenn’s Trends, joined the Social Pros Podcast in 2020 to share her top Instagram strategies and insights into how Instagram has changed (and hasn’t) over the past few years. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Supermetrics Full Episode Details Over the past decade, Instagram has earned its place as one of the most popular social media platforms of all time. With more than a billion users, it’s a go-to source for visual content, entertainment and also forms a key part of modern marketing strategies. Jenn Herman, Instagram whizz and co-author of "The Ultimate Guide to Social Media Marketing," discusses how while Instagram has been through a lot of changes, ultimately, the strategies remain the same. What worked two years ago will probably still work. It just may need a little tweaking. In this revisited "Best Of" episode of Social Pros, we’re looking back at our conversation with Jenn on the best Instagram strategies. Jenn takes us through the changes she’s seen over the years on Instagram and how businesses can continue to keep up and leverage the platform to reach new audiences. In This Episode: 5:26 – Jenn explains how she came to co-write "The Ultimate Guide to Social Media Marketing" 7:25 – How Instagram hasn’t really changed despite new features 9:10 – Why Jenn thinks we should post TikTok content on Instagram Reels 12:43 – The best ways to create authentic Reels 15:30 – How to decide the best time to post serious vs. light-hearted content 18:10 – How social media usage has increased during the pandemic 22:08 – Jenn’s prediction for Instagram’s future sharing features 24:25 – Jenn talks about how she managed to co-write and promote her book during the pandemic 30:58 – The challenge of writing about a “moving target” like social media 35:15 – Jenn’s top tip for becoming a social pro Resources Get the new State of Marketing report for free from Salesforce Download the Social Media Metrics template from Supermetrics Learn more about Jenn’s Trends Read “The Ultimate Guide to Social Media Marketing” Read Jenn’s book, “Instagram For Business For Dummies” Read Jenn’s book, “Instagram For Dummies” Visit SocialPros.com for more insights from your favorite social media marketers.
7/2/202138 minutes, 20 seconds
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How to Create a Successful Daily Livestream Show

Joseph Jaffe, host and showrunner of the “Joseph Jaffe is not Famous” show (formerly CoronaTV), joins this episode of Social Pros to share his insights and tips on creating a successful livestream show. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Supermetrics Full Episode Details What does it take to run a successful daily livestream show? Joseph Jaffe, host and showrunner of the “Joseph Jaffe is not Famous” show (formerly CoronaTV), joins this episode of Social Pros to take us behind the scenes. Joseph has been consistently creating content every day, Monday through Thursday, for a show that aims to spread hope, positivity, optimism, “and if there's time left over, a lil bit of marketing.” He explains why content consistency is “branding 101” and why you should commit to a new livestreaming venture for a minimum of two years. Joseph shares how he got started and what his plans are for the future of his show. He also explores the importance of community, why he considers his fans “family,” and why he’s made a commitment to diversity on his shows. In This Episode: 5:32 – Why Joseph chose a daily livestream show format 8:11 – Why Joseph chose to create videos rather than a podcast 10:30 – How to stream across multiple social platforms 13:14 – How "Joseph Jaffe is not Famous" has evolved over the past year 16:49 – The delicate balance of interacting with viewers and managing a community 19:44 – How the livestreaming format produces a different type of energy and audience engagement 21:49 – Why Joseph focuses not on data but the quality of his content 26:50 – Joseph’s approach to marketing his show and using the subscription model 30:48 – How Joseph plans to repurpose his existing content during his hiatus 34:44 - Who should and shouldn’t commit to a daily livestream show 40:40 – Committing to a livestream show as an individual vs. as a business 42:52 – Joseph’s top tip for those looking to become a social pro Resources Get the new State of Marketing report for free from Salesforce Download the Social Media Metrics template from Supermetrics Visit SocialPros.com for more insights from your favorite social media marketers.
6/25/202152 minutes
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How the College Football Playoff Prioritizes Social Media Content

Katie Cavender, Assistant Director of Communications at College Football Playoff, joins this Social Pros episode to share how to manage busy social media channels for college football. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Supermetrics Full Episode Details What does the social media team behind College Football Playoff look like? Katie Cavender, Assistant Director of Communications at College Football Playoff, joins this episode of Social Pros to give us an insight into her day-to-day role. Katie manages to coordinate content with different schools, universities, ESPN, and more in what sounds like a whirlwind of responsibility. Despite this, her social media team has only 19 members to keep on top of things. Katie shares exactly how she and her team manage coverage throughout the football season that both resonates and informs fans. She talks about how you should always be authentic on social and encourage a dialogue wherever possible. “Social is called social for a reason,” after all. In This Episode: 6:11 – An introduction to College Football Playoff 8:38 – The strategic role of social media within college football 11:02 – How Katie manages social media with such a small team 12:49 – How College Football Playoff collaborates with ESPN 13:57 – Katie’s approach to managing social media throughout the year 18:46 – The challenges of collaboration and coordination with different teams 22:40 – How Katie’s team keeps up with all the changes in College Football Playoff 25:37 – How College Football Playoff could preserve archived footage 29:59 – Katie’s role in social care and customer service on social media 32:38 – The social content that Katie most enjoyed 37:06 – What Katie looks for when hiring for the College Football Playoff social team 39:10 – How the pandemic has changed the way organizations communicate with the public 41:47 – Katie’s top tip for becoming a social pro Resources Get the new State of Marketing report for free from Salesforce Download the Social Media Metrics template from Supermetrics Visit SocialPros.com for more insights from your favorite social media marketers.
6/18/202147 minutes, 38 seconds
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How to Make Your Social Media Ideas Irresistible

Tamsen Webster, Founder and Chief Message Strategist of Find the Red Thread, joins this episode of Social Pros to talk about storytelling and problem-solving with social media. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Supermetrics Full Episode Details What is the best way to create a message and narrative that truly resonates with your audience? Tamsen Webster, Founder and Chief Message Strategist of Find the Red Thread, says it’s about answering their real questions. In business, many of us think we have solutions to our audience’s problems. We try to work backward and squeeze it into our audience’s story. But Tamsen says we should take a step back. We need to solve the problems our audience thinks it has first, even if we believe it’s something different. Tamsen is a big believer in creating a story in your marketing and social media, an idea she explores in detail in her book "Find Your Red Thread." In this episode of Social Pros, Tamsen shares her thoughts on making your ideas shine, why storytelling is so important, and how you can deliver real solutions that audiences want. In This Episode: 6:08 – What Tamsen means by wanting to “build the story that people would tell themselves” 8:00 – How organizations often lose sight of their brand narrative 9:43 – Why people resonate with the phrase “once upon a time” 12:13 – What a MacGuffin is and why you always need it to pay off in the end 14:27 – Why organizations need to determine who their idea is for 18:44 – Why Tamsen believes you shouldn’t try to plant an idea or manipulate your audience 22:27 – How to pitch an idea in an organization 26:18 – Tamsen’s approach to getting a new idea in motion 31:20 – How to avoid patronizing your audience with your solutions 32:18 – Tamsen’s advice for social pros on how to construct your ideas 34:27 – How Tamsen has changed her approach to social 40:27 – How organizations can change their messaging in the pandemic 44:32 – Tamsen’s top tip for those wanting to become a social pro Resources Get the new State of Marketing report for free from Salesforce Download the Social Media Metrics template from Supermetrics  Visit SocialPros.com for more insights from your favorite social media marketers.
6/11/202148 minutes, 12 seconds
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Power Up Your Paid Social Approach

Duane Brown, Founder & Head of Strategy at Take Some Risk Incorporated, joins the Social Pros Podcast to talk about paid social, marketing agencies, and the future of social. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Upfluence Supermetrics Full Episode Details What does the future look like for paid social? Is there still a place for organic? Duane Brown, Founder & Head of Strategy at Take Some Risk Incorporated, discusses his take on paid social. In this episode of Social Pros, Duane describes his agency’s approach to social and how he deals with client requests and budgets. He also gives us some insight into how the pandemic affected things in social media across the board. Duane shares his thoughts on experimenting and trying new things. He says it’s impossible to know what will or won’t work unless you try it. He describes some top mistakes people make with paid social and what his agency does to help clients understand paid advertising better. In This Episode: 6:33 – Duane talks about his agency and the type of customers he works with 8:51 – The trends Duane has noticed in paid social across the pandemic 11:39 – The areas that Duane’s clients need the most help with 13:41 – How some clients focus on the big picture in social 15:11 – The best ways to shift clients’ mindsets 17:21 – The most overlooked opportunities clients miss in paid social 19:11 – The trends in how digital agencies work with their clients 22:12 – How to answer complex questions from clients 25:07 – Duane’s advice for other agencies 27:06 – Why agencies come to Duane for help and advice 29:01 – What Duane predicts the next year will look like after the pandemic 31:42 – Why there’s still room for organic in marketing 33:43 – Duane’s advice for TikTok advertising 35:55 – Which formats work better on paid TikTok and other platforms 37:53 – Duane’s top tip for becoming a social pro 38:40 – Who Duane would choose for a special video call Resources Get the new State of Marketing report for free from Salesforce Download Upfluence’s Brand Influence Ranking Report Download the Social Media Metrics template from Supermetrics Visit SocialPros.com for more insights from your favorite social media marketers.
6/4/202140 minutes, 44 seconds
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How Google Gets Hyperlocal Social Right

Tiara Christian, Head of EMEA Social Media, PR at Google, joins the Social Pros Podcast to chat about how Google localizes content worldwide to stay super relevant. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Upfluence Supermetrics Full Episode Details No one quite does "global" like Google. But how does such a mammoth in the online world stay relevant and targeted across different countries, languages, and cultures? Tiara Christian, Head of EMEA Social Media, PR at Google, explains just how Google pulls it off. In this episode of the Social Pros podcast, Tiara discusses how Google approaches local messaging to make content hyperlocal and relevant to all types of audiences. She takes us through what it’s like to work at Google, how collaboration across departments works, and how she manages working as a mighty team of one. Tiara also reveals details about how Google uses data to understand what users really care about and want to see. In This Episode: 5:56 – How Tiara balances local messaging with Google’s needs 8:11 – The strategies behind localizing content 9:50 – How Tiara coordinates with a huge company like Google 12:37 – Tiara takes us through one of her biggest campaigns at Milan Fashion Week 15:56 – How Google uses data to understand what people care about 19:35 – How Tiara operates as a mighty team of one 22:33 – One piece of advice for those agencies supporting big clients 24:31 – How Tiara balances content creation with social listening and engagement 27:03 – Advice on working with ambassadors 30:21 – Tiara explains what it’s like working for Google 35:30 – Tiara’s advice for those who want to engage with audiences outside the U.S. 38:16 – Tiara’s top tip for anyone looking to become a social pro 40:01 – Who Tiara would pick for a video call Resources Get the new State of Marketing report for free from Salesforce Download Upfluence’s Brand Influence Ranking Report Download the Social Media Metrics template from Supermetrics Visit SocialPros.com for more insights from your favorite social media marketers.
5/28/202143 minutes, 42 seconds
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How Government Can Use Funny to Win In Social

Joe Galbo, Social Media Specialist at the United States Consumer Product Safety Commission, joins the Social Pros Podcast to chat about social strategy and public safety messages. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Upfluence Supermetrics Full Episode Details How do you spread an important safety message over social media? Should you stay serious or make it a bit more fun? It all depends on the audience, timing, subject matter, and a whole host of other things. Joe Galbo, Social Media Specialist at the United States Consumer Product Safety Commission (USCPSC), describes his process for crafting messages that engage and resonate. Joe shares how the USCPSC balances serious messaging with fun and inventive graphic design to get the message across in the best way possible. You’ll also hear some of the strategies around notorious internet trends like laundry pod consumption and more. Joe also discusses his approach to social media in general and why it’s vital to always keep learning and developing your skills. In This Episode: 5:32 – Joe explains what the United States Consumer Product Safety Commission does 7:04 – Joe names a few examples of his favorite USCPSC graphics 9:40 – How the USCPSC became very graphic-focused in its messaging 12:38 – The balance between making serious life-saving messages fun vs. serious 18:20 – Why Joe would love his strategies to be tested to see how successful they are beyond the social sharing aspect 19:10 – How the USCPSC collaborates with broadcast media to share important safety messages 22:07 – What the approval process looks like for new content 27:10 – How the USCPSC approaches social listening to keep on top of potentially dangerous internet challenges 31:26 – Why Joe believes you should always try out new social media channels 34:00 – Why you always need a vision for what you want to achieve in a government agency 38:50 – Joe’s advice for dealing with intentionally spread misinformation on social media 43:32 – Joe’s one tip for anyone looking to become a social pro 46:33 – Why Joe would pick Guillermo del Toro to have a video call with Resources Get the new State of Marketing report for free from Salesforce Download the Social Media Metrics template from Supermetrics Download Upfluence’s Brand Influence Ranking Report Visit SocialPros.com for more insights from your favorite social media marketers.
5/21/202149 minutes, 45 seconds
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How Sam's Club Uses Social Listening to Serve Member Desires

Sabrina Callahan and Mark Quine from Sam’s Club join Social Pros in part five of the five-part Social Pros Deep Dive series into Sam’s Club. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud SocialMedia.org Upfluence Supermetrics Full Episode Details The Sam’s Club Deep Dive is a new five-part series that explores how social media teams run their day-to-day operations over several episodes instead of just one. Social Pros interviewed several Sam’s Club social team members to learn the secrets of their success. Other than direct feedback or surveys, nothing quite captures the opinion of customers like social media can. Social media can provide a window into the minds of customers. It can help brands understand where they’re going right or wrong and what customers really want. That’s why Sam’s Club takes social listening so seriously. In this episode of the Social Pros Deep Dive into Sam’s Club, Social Pros speaks again with Sabrina Callahan, Senior Director of Brand and Social Marketing, and Mark Quine, Director of Social and Brand Media. They discuss the importance of social listening and how Sam’s Club responds to social opinion so quickly and effectively. Mark then discusses Sam’s Club’s approach to paid social and which strategies work best for the club. All five episodes are out now, so get ready to binge! As this is a brand-new series, we’d love to hear some feedback on what you think of the Social Pros Deep Dive. Please share any thoughts you have by emailing Jay directly. In This Episode: 6:06 – Sam’s Club’s philosophy around social listening 8:18 – Why Sam’s Club has a member insights team 10:37 – How Sam’s Club measures and tracks customer sentiment on social 11:55 – How the social team translates its metrics for other departments 16:06 – How Sam’s Club introduced ‘Hero Hours’ during the pandemic after social posts went viral 21:47 – How Sam’s Club distinguishes between signal vs. noise 25:37 – Which channels Sam’s Club values the most for its insights 29:03 – The role of paid social in Sam’s Club 29:52 – How Sam’s Club measures the success of paid social 31:21 – How Mark tries to establish real causation and correlation in paid social 32:10 – How the social team keeps things consistent by working closely with the digital marketing teams 36:59 – Sam’s Club’s methods and strategies around boosting social posts 38:27 – Mark’s thoughts on which creative ad formats perform best for Sam’s Club 44:26 – Mark’s number one tip for becoming a social pro Resources Get the new State of Marketing report for free from Salesforce Download Upfluence’s Brand Influence Ranking Report Download the Social Media Metrics template from Supermetrics Visit SocialPros.com for more insights from your favorite social media marketers.
4/16/202147 minutes, 28 seconds
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How Sam's Club Quadrupled Down on Social Care

MacKenzie McCarver and Tina Parker from Sam’s Club join this episode of Social Pros for part four of the five-part Social Pros Deep Dive series. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Upfluence Supermetrics Full Episode Details The Sam’s Club Deep Dive is a new five-part series offers a detailed look into how a big business manages social strategies, scheduling, business growth, community, and more. For many, social media is the first port of call for customers with questions or complaints. It’s often the fastest way a brand can directly contact its customers. This means that businesses, big or small, need to think about how they approach customer care on social. With a big business such as Sam’s Club, this operation is a lot more elaborate. Find out how in this episode of Social Pros Deep Dive. In part four of five, Social Pros speak with MacKenzie McCarver and Tina Parker – key members of the social media team at Sam’s Club. Director of Social Media, MacKenzie, is back from our talk in part three, this time joined by Tina Parker, Associate Director of Brand and Social Marketing. They discuss Sam’s Club’s refreshingly proactive take on customer care, the best way to interact over social media, and how the club celebrates its brand ambassadors. All five episodes are out now, so get ready to binge! As this is a brand-new series, we’d love to hear some feedback on what you think of the Social Pros Deep Dive. Please share any thoughts you have by emailing Jay directly at [email protected]. In This Episode: 5:52 – How Sam’s Club resources social media customer care 6:50 – The multiple customer care levels and how they work 8:02 – What Tina looks for in a social customer care agent 9:29 – Sam’s Club’s unique approach to customer interactions 11:46 – How Sam’s Club responded to the pandemic challenges 13:26 – Which platforms Sam’s Club focuses on the most for customer interactions 14:35 – How social empowered people during the pandemic 16:55 – The unique tool Sam’s Club uses for local social updates 17:51 – How Sam’s Club balances public versus direct message responses 18:47 – Why Sam’s Club prioritizes real responses over automated messages 21:44 – How proactive Sam’s Club agents are in responding to customers 24:30 – How Sam’s Club deals with customers who make complaints across different channels and mediums 27:57 – What measurements of success look like at Sam’s Club 29:55 – How Sam’s Club prepares for the event of a social media crisis 31:43 – Tina’s take on “if there’s three, there’s more” when it comes to customer complaints 33:20 – The process Sam’s Club follows to communicate issues at a higher level 35:28 – How Sam’s Club celebrates brand ambassadors and fans on social 38:45 – Tina’s one tip for becoming a social pro 39:12 – Who MacKenzie would love to have a video call with Resources Get the new State of Marketing report for free from Salesforce Download Upfluence’s Brand Influence Ranking Report Download the Social Media Metrics template from Supermetrics Visit SocialPros.com for more insights from your favorite social media marketers.
4/16/202140 minutes, 54 seconds
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How Sam's Club Creates Community With Social Media

MacKenzie McCarver and Hunter Wuensche from Sam’s Club join this episode of the Social Pros podcast in part three of a five-part Social Pros Deep Dive series. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Upfluence Supermetrics Full Episode Details The five-part Sam’s Club Deep Dive series looks closely at how big businesses manage social media, covering all the strategies, methods, and team dynamics over not one but five episodes. The series kicks off with Sam’s Club, the beloved wholesale membership club. Social media has a way of bringing people together, and that’s what Sam’s Club is all about. The social media team at Sam’s Club has ballooned in size over the past few years, and it’s transformed the way it approaches social media. In part three of five episodes in the Sam’s Club Deep Dive series, Social Pros talks to MacKenzie McCarver and Hunter Wuensche about creating community through social media. MacKenzie is the Director of Social Media, and Hunter is the Social Media Manager at Sam’s Club. They share how Sam’s Club creates a community, both within its own team and its members, through social care, user-generated content, and influencer marketing. You’ll also hear how MacKenzie and Hunter’s roles fit into the team and how they impact the day-to-day social strategies at Sam’s Club. In This Episode: 5:00 – What the day-to-day social media strategies look like at Sam’s Club 6:44 – Reaching different types of Sam’s Club customers on social 7:52 – The ‘Happy Host’ segment that Sam’s Club focuses on 8:46 – Collaboration between the social team and different departments 10:06 – How influencer marketing fits in with the rest of the social strategy 13:45 – Sam’s Club’s methods for finding influencers to work with 16:35 – How Sam’s Club manages an editorial calendar across the states 18:57 – The process behind creating organic social posts 21:26 – The best type of visual content for Sam’s Club 23:34 – How Sam’s Club encourages employee-generated content (EGC) 24:54 – The tool that Sam’s Club uses to manage EGC for Facebook posts 27:10 – Why the social team works closely with operations, HR, and legal for EGC 28:40 – Sam’s Club’s approach to brand-to-brand interactions 30:43 – How the team uses trends and hashtags as part of its campaigns 34:27 – MacKenzie’s tip for those wanting to become a social pro 37:09 – Who Hunter would love to have a video call with Resources Get the new State of Marketing report for free from Salesforce Download Upfluence’s Brand Influence Ranking Report Download the Social Media Metrics template from Supermetrics Visit SocialPros.com for more insights from your favorite social media marketers.
4/16/202139 minutes, 28 seconds
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How Social Media Powers the Sam's Club Brand

Natalie Hite, Associate Director of Brand Marketing at Sam’s Club, joins the Social Pros Podcast in part two of a five-part Social Pros Deep Dive series. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Upfluence Supermetrics Full Episode Details In this five-part Deep Dive into Sam’s Club, we look at how their busy team executes its social media strategy. For an insider look at how Sam’s Club’s social media team operates, each episode features a different social team member. They speak a bit about their role and how they fit into the now-huge social media team at Sam’s Club. What makes the Sam’s Club brand so unique? In the previous episode of the Social Pros Deep Dive series, Sabrina Callahan spoke about how she focused on getting the brand right before anything else. In this episode, part two of the Deep Dive series, Natalie Hite, shares more details about what makes the Sam’s Club brand so special – and how social media fits into that. She talks about why “brand storytelling has been our primary objective.” Natalie discusses how vital connection, communication, and brand storytelling are to Sam’s Club and how her role as Associate Director of Brand Marketing helps drive results. All episodes of this series are out now, ready to binge! As this is a brand-new series, we’d love to hear some feedback on what you think of the Social Pros Deep Dive. Please share any thoughts you have by emailing Jay directly at [email protected]. In This Episode: 5:38 – Where Natalie’s role fits into the Sam’s Club team 6:55 – Natalie’s experience of watching the social team grow so quickly 8:43 – What Sam’s Club’s brand promise is and what it means 10:02 – How Natalie adapted from traditional media to social 13:02 – How social media became the quickest way to communicate with members 13:36 – Why Sam’s Club takes a “social-first approach” 15:50 – How the Sam’s Club social media team collaborates with other departments 18:15 – Natalie’s take on traditional vs. social media 19:39 – How Sam’s Club targets many different customer types with its content 22:43 – How Sam’s Club taps into the ethos of different audiences by asking for feedback 25:47 – Why Sephora and Ben & Jerry’s are “north stars” for Sam’s Club 28:00 – How Sam’s Club uses storytelling to resonate with audiences 31:34 – How the Sam’s Club vendors get involved with Sam’s Club’s social pushes 34:30 – Natalie’s top tips for becoming a social pro 37:43 – Natalie shares who she’d love to have a video call with Resources Get the new State of Marketing report for free from Salesforce Download Upfluence’s Brand Influence Ranking Report Download the Social Media Metrics template from Supermetrics Visit SocialPros.com for more insights from your favorite social media marketers.
4/16/202139 minutes, 46 seconds
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How Sam's Club Grew Social Media by 2400%

Sabrina Callahan, Senior Director of Brand and Social Marketing at Sam’s Club, joins the Social Pros Podcast as the first guest in a brand-new series called Social Pros Deep Dive. This series takes a closer look at businesses’ social strategies, explored over several episodes. Social media has become so important and complex that trying to summarize it in just one episode means leaving out a lot of detail. To kick things off, series one focuses on Sam’s Club, the much-loved wholesale membership club. The Sam’s Club Deep Dive is a five-part series that puts social media at Sam’s Club under the microscope. Tune in as Social Pros interviews different team members over five episodes to find out how the busy team operates their social media strategy. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Upfluence Supermetrics Full Episode Details When done right, social media can have a remarkable effect on company growth. A great example of this is Sam’s Club, the popular wholesale membership club. Sam’s Club dramatically expanded its social media team from just two to 50 employees and has seen growth and engagement skyrocket. In part one of five episodes in the Sam’s Club Deep Dive series, Social Pros speaks to Sabrina Callahan, Senior Director of Brand and Social Marketing. Sabrina discusses what it takes to run a growing social media team and how she handles all the moving pieces. She describes how Sam’s Club structures its social team and campaigns, plus its future plans. Sabrina also introduces us to some of the other cast and characters in the Sam’s Club social team, who will join the podcast over the next few episodes. All five episodes are out now, so get ready to binge! As this is a brand-new series, we’d love to hear some feedback on what you think of the Social Pros Deep Dive. Please share any thoughts you have by emailing Jay directly at [email protected]. In This Episode: 7:00 – Why Sam’s Club expanded the social team so rapidly 9:48 – The importance of having an advocate in your company for social media 11:25 – How the Sam’s Club social team is structured 19:10 – Sabrina shares what qualities she looked for when hiring the social team 24:25 – Why Sabrina focused on building the brand identity, then the social channels 27:54 – How a member’s experience differs between digital and brick-and-mortar shopping 30:15 – What Sam’s Club got right with its COVID-19 approach and messaging 35:54 – Sam’s Club’s primary goal with social media 39:15 – How the pandemic affected Sabrina as a social pro 43:09 – Sabrina’s top tip for social pros 44:50 – Who Sabrina would love to have a video call with Resources Get the new State of Marketing report for free from Salesforce Download Upfluence’s Brand Influence Ranking Report Download the Social Media Metrics template from Supermetrics Visit SocialPros.com for more insights from your favorite social media marketers.
4/16/202147 minutes, 32 seconds
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How to Become a Human Social Media Swiss Army Knife

Jay Maldonado, Director of Social Media at SurveyMonkey, joins the Social Pros Podcast to discuss how brands can create an agile social media plan that is also socially conscious. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Upfluence Supermetrics Full Episode Details The very nature of social media is flexible and can change at any moment. That’s why it’s so important to have many tricks up your sleeve when creating a social media strategy. Jay Maldonado, Director of Social Media at SurveyMonkey, says that flexibility and wearing many hats are the keys to becoming a top social pro. In this episode of Social Pros, Jay discusses why all social media teams should have a “living doc” for their strategy that you can change when needed. He talks about why it’s important to have great leadership and a team that really believes in the power of social media. Jay also discusses why you need to be sensitive and open to learning to have genuine and authentic conversations over social media. In This Episode: 7:52 – How sometimes social pros don’t leverage social media for themselves 9:14 – How Jay manages marketing to a broad SurveyMonkey audience 11:47 – How social comes to life at SurveyMonkey 13:15 – Why all social media strategies should have a “living doc” 15:28 – How to create an agile social strategy 20:38 – How to ask the right questions in social media 22:45 – Jay’s advice for social pros to navigate important social issues 26:15 – Jay’s tips for social pros to use data better 30:33 – SurveyMonkey’s recent study into mental wellness in the workplace 33:25 – Choosing the best social media channels to market your brand 35:54 – The importance of leadership and a great team 38:32 – Jay’s one tip for becoming a social pro Resources Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Download Upfluence’s Brand Influence Ranking Report Download the Social Media Metrics template from Supermetrics Visit SocialPros.com for more insights from your favorite social media marketers.
4/9/202146 minutes, 8 seconds
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Why Your Social Should Focus on Current Customers

Anthony Yepez, Associate Director of Social Strategy at Digitas North America, joins the Social Pros Podcast to discuss why current customers should be the center of your social media strategy. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Upfluence accessiBe Full Episode Details What should you focus on most of all in social media? Is it the metrics, posting schedule, viral content…or is it the people themselves? Anthony Yepez says you should focus not just on potential customers and follower count but also on your current customers. He says that “your current customers are the gateway to prospective new customers,” and yet many businesses overlook that. Anthony, Associate Director of Social Strategy at Digitas, shares his tips for connecting with your audience and how he gets brands to succeed on social media. In this episode, he shares what he believes are common mistakes in social and why it’s so important to listen to your audience. Anthony believes you should always “have a human element to your social media” and focus on real connections above all. In This Episode: 4:12 – How working remotely has affected social media agencies 4:54 – The core elements of a successful social strategy 6:10 – How far out you can realistically plan a social strategy 7:31 – Why communication and processes are key to working remotely with clients 9:07 – Which remote communication tools Anthony and his team use 9:47 – Why you should join the Social Media Marketers (SMM) Slack group 13:41 – Anthony’s take on Clubhouse 15:54 – Which success metrics clients pay too much attention to 18:02 – When to encourage clients to join a new social media channel 23:53 – How social pros experience social media burnout 28:23 – The importance of listening to your audience 30:51 – Why Anthony thinks brands that focus on current customers do better 31:53 – The challenge of explaining social media strategies to customers 36:14 – Anthony’s tip for becoming a social pro Resources Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Download Upfluence’s Brand Influence Ranking Report Find out if your website is ADA & WCAG compliant with help from accessiBe Digitas’ website Visit SocialPros.com for more insights from your favorite social media marketers.
4/2/202140 minutes, 36 seconds
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How Social Media Fuels Your Cumulative Advantage

Mark Schaefer, Chief Operating Officer of B Squared Media, joins the Social Pros Podcast to discuss his latest book, Cumulative Advantage, and why it’s important to try new things and seek new opportunities. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Upfluence accessiBe Full Episode Details What makes someone successful? Is it money, education, connections? Sometimes it’s hard to pinpoint the turning point in someone’s life. Mark Schaefer, Chief Operating Officer of B Squared Media, says that it’s not necessarily one thing that acts as an advantage. The initial advantage that people experience can be as simple as a singular conversation. He says that whatever this one initial advantage is can lead you down an entirely different path in your life. “If you have this original advantage…you can build unstoppable momentum.” Mark’s book, Cumulative Advantage, is based on the work of sociologist Dr. Robert Merton. It follows the idea that those who have some advantage can continue to benefit from it at a much faster rate than those who don’t. Mark talks about his own experiences and advantages and how they led him to where he is today. He shares why it’s so important to try new things and find your “seam” in the status quo. In This Episode: 6:00 – What is cumulative advantage? 13:45 – How internal narratives can hold people back 16:50 – Why it’s so important to try new things 18:05 – Mark reveals why loving your own ideas too much can be a problem 19:51 – How sometimes our marketing strategy is dictated to us 20:31 – Why marketing strategy is about finding a fracture in the status quo 22:53 – Mark shares why great marketing is about nonconformity 25:34 – Why following your passion isn’t the only thing you should do 28:45 – Mark shares the idea behind a “sonic boom” 31:15 – How to build your own brand with a sonic boom 34:31 – The important balance between maintaining consistency and excellence 40:28 – How Mark defines mentorship 44:40 – Mark’s top tip for social pros Resources Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Download Upfluence’s Brand Influence Ranking Report Find out if your website is ADA & WCAG compliant with help from accessiBe Cumulative Advantage by Mark Schaefer Marketing Companion podcast Visit SocialPros.com for more insights from your favorite social media marketers.
3/26/202148 minutes, 18 seconds
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Why Pinterest Is The Secret Powerhouse Of Social Media

Alisa Meredith, Pinterest Product Specialist & Marketing Manager at Tailwind, joins the Social Pros Podcast to talk about how brands can use Pinterest to reach new audiences, drive traffic, and scale their businesses. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Upfluence accessiBe Full Episode Details Have you thought about using Pinterest for business? If not, it’s time to step up and supercharge your presence on Pinterest. 459 million people use Pinterest each month, that’s a huge audience and Pinterest’s growth isn’t slowing down any time soon. Alisa Meredith, Pinterest Product Specialist & Marketing Manager, at Tailwind, states that 97% of Pinterest searches are unbranded. This means that 97% of referring traffic from Pinterest is new traffic, which is a massive opportunity for brands to reach new people, increase traffic and drive conversions. Pinterest is a powerful platform for reaching traditional demographics and new audiences as the platform continues to grow. Alisa is a Pinterest expert. In this episode, she reveals how social media practitioners can leverage the platform to create and share incredible pins that speak to their audience. In This Episode: 05:06 – How Alisa would describe Pinterest to beginners 06:20 – Why it’s so important to get your pin on as many boards as possible 07:18 – Whether success on Pinterest is based on what industry you’re in 08:53 – How Pinterest can drive a new audience to your business 11:01 – Why Pinterest lacks data insights and analytics 13:52 – How the demographics of the average Pinterest user is changing 16:40 – What Tailwind Create is and how it works 18:59 – How to find the sweet spot when it comes to uploading new pins 22:00 – How brands can use Pinterest Paid Ads 23:48 – What works and what doesn’t work on Pinterest 28:20 – How B2B brands are leveraging Pinterest 30:03 – Key mistakes to avoid when using Pinterest for business 34:18 – The importance of production value 37:43 – Whether brands really need a content philosophy that includes everything (images, videos, stories, etc.) Resources: Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Download Upfluence’s Brand Influence Ranking Report Find out if your website is ADA & WCAG compliant with help from accessiBe Learn more about Tailwind Check out Alisa Meredith’s website Visit SocialPros.com for more insights from your favorite social media marketers.
3/19/202142 minutes, 24 seconds
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Real-world Lessons About How to Keep Your Social Fresh

Jason Keath, the Founder and CEO of Social Fresh, joins the Social Pros Podcast to discuss the Social Fresh Conference and tips to keep your social media fresh and innovative. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Upfluence accessiBe Full Episode Details If you’re a social media professional, you’re probably familiar with the pressure from superiors to increase followers on multiple social media platforms. But how important is a brand’s follower count? Jason Keath, the Founder and CEO of Social Fresh, claims that it’s not about numbers, it’s about quality – “what we try to pay more attention to these days is not necessarily the number of followers or engagement that we’re getting with content, but the quality and relevance of it.” It’s time for brands and social media professionals to go after the true north star, which isn’t how many followers you have, but the quality & engagement of those followers. Social Fresh is a social media training and analysis company with the goal to inspire and support the social media industry. The Social Fresh Conference is the longest running conference in the social marketing industry and if you thought a global pandemic would get in its way, think again! The Social Fresh Conference is virtual this year and if you want tickets, listen in closely for a special discount code to attend the conference! In This Episode: 05:15 – Jason reveals everything you need to know about the upcoming Social Fresh Conference 06:22 – How Jason got into this business and why he’s still doing it 10:11 – How moving to virtual has changed things like speaker selection, creating content experiences, and marketing the event 12:36 – What today’s participants at Social Fresh expect to learn or gain from attending the event 15:06 – How recruiting speakers has changed 18:42 – Tips for anyone trying to bring people together via virtual events 23:49 – Jason talks about the Instagram Templates Project 27:48 – How marketing agencies have adjusted to the new normal 29:58 – Jason shares the tale of two tweets 33:37 – What frustrates Jason about the current state of social 36:26 – Jason shares his prediction for the future of Clubhouse Resources Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Download Upfluence’s Brand Influence Ranking Report Find out if your website is ADA & WCAG compliant with help from accessiBe Learn more about the upcoming Social Fresh Conference Visit SocialPros.com for more insights from your favorite social media marketers.
3/12/202143 minutes, 57 seconds
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How Employee Social Content Powers The Best Place To Work In The World

Carmen Collins, Employee/Employer Brand & Social Media Lead at Cisco (#WeAreCisco team), joins the Social Pros Podcast to talk about the power of employee social content and how it can help brands build engagement and impact their audience. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Upfluence accessiBe Full Episode Details Using social media for employer and employee branding and recruitment is something that nobody does better than Employee/Employer Brand & Social Media Lead at Cisco (#WeAreCisco team), Carmen Collins. Carmen is a leading force in employee and employer communications and actively gives employees a voice on social media. Brands want to use social media to engage with their audience and promote what’s going on with their business, but how should they determine what to promote? And, how can brands be sure that what they share on social media will be representative of the brand and impactful to their audience? Carmen emphasizes the importance of having empathy, which is something that many brands confuse with authenticity. To have empathy, brands must be empathetic. It seems obvious, but many brands miss the mark here. Carmen’s solution is to seek help from employees. In her opinion, “employee-generated content adds empathy.” In This Episode: 05:46 – The difference between employee-generated content and brand-generated content 08:39 – How to triangulate new channel opportunities 11:02 – How Cisco has adjusted their content creation process in light of the shift to remote work 13:11 – How to ensure employee content represents your brand 17:01 – Whether Cisco’s core audience is existing or potential team members 19:17 – How to amplify employee content on social media 24:10 – How Cisco approaches paid amplification and targeted ads 27:48 – What to consider when selecting a specific audience to market employment messages 30:25 – How Cisco decides what to publish 35:23 – Whether Cisco carries out studies to measure employee retention, communication, and their overall impact Resources Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Download Upfluence’s Brand Influence Ranking Report Find out if your website is ADA & WCAG compliant with help from accessiBe Learn more about Empathy In Tech Visit SocialPros.com for more insights from your favorite social media marketers.
3/5/202143 minutes, 31 seconds
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Where Does Clubhouse Fit in Your Social Media Plan?

Brian Fanzo, Digital Futurist at iSocialFanz, joins the Social Pros Podcast to discuss the new social media platform that everyone’s talking about – Clubhouse. We discuss how this voice-only app is making waves in the social media world and how you can use it as part of your own strategy. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Tailwind aCe Full Episode Details Is Clubhouse the only social media platform that prioritizes conversation over content? Brian Fanzo, Digital Futurist at iSocialFanz, says that Clubhouse is a unique platform that could create a type of dialogue never seen before on social media. As an invite-only, audio-only platform, Clubhouse focuses on real conversations and a new style of networking. Unlike other social media platforms, it’s not all about creating consistent content. Instead, Clubhouse provides intimate spaces to connect and share ideas. As Brian says in this podcast episode, Clubhouse is all about authenticity, which is much harder to fake than on other platforms. After this episode, we’re continuing the Clubhouse discussion – on Clubhouse itself! Join us on March 1st at 10 am ET for the Social Pros Podcast After Party: Clubhouse for Brands with Jay Baer & Brian Fanzo. In This Episode: 5:23 – What is Clubhouse, and how does it work? 9:14 – The power of audio and the authenticity of Clubhouse 12:21 – How conversations on Clubhouse are organized by rooms and clubs 17:40 – The different types of content and conversations available on Clubhouse 18:49 – How 2020 events influenced Clubhouse’s rise in popularity 24:42 – Brian predicts where the growth within Clubhouse will go and how to leverage it as a social pro 30:54 – How brands can use Clubhouse 37:00 – How to multitask with Clubhouse 43:23 – How Clubhouse approaches monetization and moderation 45:07 – The pros and cons of Clubhouse. Resources Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Find out if your website is ADA & WCAG compliant with help from aCe Get $30 off of your Tailwind Subscription! Join Clubhouse iSocialFanz website Brian’s website Visit SocialPros.com for more insights from your favorite social media marketers.
2/26/202157 minutes, 36 seconds
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Is Social Media Still a Force For Good In The World?

Caleb Gardner, Founder and Managing Partner of 18 Coffees, joins the Social Pros podcast to discuss social media's influence in the world. We discuss his social media experience in both corporate and government environments, what’s changed over the last ten years, and how social platforms have responded to social issues. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Tailwind aCe Full Episode Details Social media has become a huge part of our everyday lives. It’s a source of entertainment, a way to catch up on the news, and a tool to connect with others. While there have been great things about it, social media's dark side is hard to ignore. Founder and Managing Partner of 18 Coffees, Caleb Gardner, has seen it all during his long career in social media. He’s seen social media help to create real change in the world but also witnessed the “darkest corners of the internet.” What does that mean for social media today? Can it still be a force for good? And how can we as social professionals ensure we’re bringing positivity to the discussion? Caleb explains his thoughts on social media's role in our lives and questions the responsibility social platforms have over their content. He talks about the importance of being curious, trying out new things, and treating people with respect. In This Episode: 6:12 – How social media is about more than just marketing 9:12 – How social media can be a force for good and bad 13:31 – Should social media platforms take responsibility for the wider influence of their content? 17:30 – Why social media platforms rely so much on engagement as a business model 19:01 – Why social platforms shouldn’t assume they’ll be the top choice forever 21:41 – Caleb discusses some of the new social media platforms bringing in competition 23:30 – Why many social media tips are the same as they were ten years ago 25:30 – How the 70/20/10 model works when trying out new content 26:40 – The two types of social media metrics to watch out for 30:14 - Caleb’s take on where social media fits into the government’s and business’ drive for engagement 33:59 – How noisy social media has become 36:15 – How businesses can avoid the yearly social media account cull 39:01 – The pros and cons of paid vs. organic social 42:33 – The story behind the name 18 Coffees Resources: Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Find out if your website is ADA & WCAG compliant with help from aCe Get $30 off of your Tailwind Subscription! Caleb Gardner’s website 18 Coffees’ website Visit SocialPros.com for more insights from your favorite social media marketers.
2/19/202148 minutes, 34 seconds
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How Hollywood Story Lessons Can Improve Your Social and Your Life

Kristina Paider, Chief Creative Officer at The Hollywood Approach, joins the Social Pros Podcast to discuss how we can apply movie inspiration to our lives. We also speak about Kristina’s book “The Hollywood Approach,” which shows you how to live your wildest dreams, movie-style! Full Episode Details Be the hero of your own story How can we become the heroes of our own stories? Whether we’re thinking about our businesses or ourselves, a little movie inspiration goes a long way. Kristina Paider, Chief Creative Officer and author of “The Hollywood Approach” shows us how we can use movie magic to make our wildest dreams a reality. Kristina uses her wisdom as a story strategist and screenwriter to apply the principles of Hollywood stories to real life. Kristina encourages everyone to “boss up and be the screenwriter of your show.” By channeling your resources, exploring your character DNA, finding your strengths, and learning from mentors, you can achieve great things. This applies to businesses looking to level-up their company as much as it does to individuals. As Kristina discusses in this podcast episode, you must move away from perfectionism – and instead embrace your strengths AND flaws to become the hero of your own story. In This Episode: 5:48 – What “The Hollywood Approach” is and how storytelling applies to businesses 8:01 – Why businesses are hesitant to embrace storytelling 9:32 – What hit TV show “Cobra Kai” can teach us about using flaws in storytelling 11:18 – How to apply the three elements of storytelling to business (character, goal, obstacles) 12:28 – How to make your 2021 content binge-worthy 13:15 – How using flaws can humanize your business 16:07 – The importance of being the hero of your own story by identifying your own strengths, flaws and superpowers 20:40 – What is a “log line,” and how can businesses use them? 22:35 – The use of movie-style log lines to define goals and purposes on social media 23:41 – How to use The Hollywood Approach to define customer profiles 25:11 – How Kristina feels about storytelling in 15 seconds 27:23 – Kristina’s take on refreshing existing business stories 28:25 – Why looking at the “cast and characters” in your business is more important than ever 30:48 – Kristina’s free bonus content, including movie-style exercises and resources 36:17 – Kristina’s top tips for social pros Resources: Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Find out if your website is ADA & WCAG compliant with help from aCe Get $30 off of your Tailwind Subscription! Kristina Paider’s website Read Kristina Paider’s book, “The Hollywood Approach” Visit SocialPros.com for more insights from your favorite social media marketers.
2/12/202139 minutes, 13 seconds
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How Google Uses Social Media to Enchant Developers Globally

Anna Gonzalez, Social Media Strategy Lead at Google Developer Studio, joins the Social Pros podcast to discuss how Google uses new technology and social media can connect audiences. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Full Episode Details: Google may be a massive company with lots of resources and a seemingly infinite budget, but they still have many of the same questions and struggles as the rest of us. Social media is a continuously evolving medium, and as social practitioners, we need to keep up if we want to continue to thrive in this space. This is something that all brands have in common, and Google is no exception. As Anna Gonzalez, Social Media Strategy Lead at Google Developer Studio, states, “we're constantly growing and thinking about how to do things more efficiently.” Anna also emphasizes the importance of being open to experimentation on social media and why being authentic is vital when communicating with developers. Tune in to hear more about how the Google Developer Studios team uses different social measurement methodologies to stay relevant, enchant developers, and navigate social media without a king-sized budget. In This Episode: 05:11 - What Google Developer Studios is and how it works 07:37 - What the social team looks like at Google Developer Studios 10:46 - How different developers use social media 14:08 - Finding new and creative ways to connect with developers 18:50 - The mix between sharing Google Developer Studio content vs. content about developers 20:59 - How Anna works with advocates, influencers, and micro-influencers 23:37 - How to strike a balance between planning and spontaneity when posting on social media 27:09 - How Google Developer Studios adapts social measurement methodologies 30:13 - Why senior leadership are putting greater focus on social during the pandemic 33:40 - How to navigate social media without the big budget 37:53 - Working on side projects at Google Resources: Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Find out if your website is ADA & WCAG compliant with help from aCe Get $30 off of your Tailwind Subscription! Visit SocialPros.com for more insights from your favorite social media marketers.
2/5/202144 minutes, 54 seconds
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Why You Might Be Thinking About Influencer Marketing All Wrong

Jason Falls, Director of Digital Strategy at Cornett, joins the Social Pros Podcast to debunk common myths and misconceptions around influencer marketing. We also talk about his new book, “Winfluence.” Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud SocialMedia.org Full Episode Details Is the letter “r” the only difference between "influence" and "influencer," or is there more to it than that? Jason Falls, Director of Digital Strategy at Cornett, states that when you talk about influence, it’s not about the channel, the influencer, or even the person. It’s not a noun, it’s a verb. So, when you’re talking about influence, you’re talking about your strategic purpose. As Jason said in this episode of the podcast, “you want to influence an audience to take action.” Understanding the difference between influence and influencer is so important. In this episode, Jason reveals whether it’s more beneficial to have a popular influencer promote your brand vs. someone who talks passionately about your brand to a smaller audience. We also dig into why he prefers the term "influence marketing" over "influencer marketing" and some common misconceptions around influencer marketing. In This Episode: 08:59 – How influence shifts the perspective to the action rather than the channel 12:02 – Why we often make the mistake of relying on influencers rather than influence 15:18 – Why people tend to be skeptical of influencers and their authenticity 18:52 – What makes influencer marketing work 21:01 – How to find the sweet spot when searching for the right influencer for your brand 23:05 – Why it’s better to have fewer influencers who you have a relationship with vs. many influencers 29:53 – Who should be responsible for influencer marketing within an organization 31:38 – The pros and cons of asking an influencer to be category exclusive 38:01 – How social pros can use the three most important words in influence marketing to their benefit Resources: Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Find out if your website is ADA & WCAG compliant with help from aCe Get $30 off of your Tailwind Subscription! Read ‘Winfluence’ by Jason Falls Visit Jason’s website Visit SocialPros.com for more insights from your favorite social media marketers.
1/29/202145 minutes, 53 seconds
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The Human Traits of Social Media Leaders

Minter Dial, Professional Speaker & Author, Mydial LLP, joins the Social Pros Podcast to talk about the importance of blending your personal and professional life. We also discuss his book, “You Lead,” which claims that your biggest asset in leadership is you. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud SocialMedia.org Full Episode Details How can you become the type of leader that your team respects and trusts? Minter Dial (Professional Speaker & Author, Mydial LLP) believes that becoming a better leader is as simple as being yourself. Minter’s book, “You Lead,” teaches leaders from every industry how to lead with authenticity. He argues that the most successful leaders are those who embrace their true selves. If you don’t know yourself, you will struggle to be an effective leader. It’s clear that leadership is changing and whether you aspire to be a better leader (or you create social media content on behalf of a leader), understanding this change is critical to your success and self-worth. As Minter discusses in this episode of the podcast, you must work on yourself to become a better leader before creating better teams. He also talked about the importance of building trust and building it over time “by doing what you say, saying what you do, and being consistent.” In This Episode: 06:18 – Why the nature of leadership is more important now than ever 07:48 – Why Minter Dial’s book, “You Lead,” focuses on the power of intuition 11:50 – How concepts of what makes a leader are changing 15:29 – The recipe for success for modern-day leaders 19:09 – How social media leaders can use “but” vs. “and” when giving their team instructions or feedback 22:05 – The importance of understanding the liberties and constraints you operate under 26:10 – How to bridge the recognition gap amongst social media professionals 29:08 – How expectations for CMO’s has changed and how to avoid burnout 31:58 – Why you need to align your personal and professional life 34:29 – Minter reveals whether he agrees with the idea that the “most human brand wins” Resources: Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Find out if your website is ADA & WCAG compliant with help from aCe Get $30 off of your Tailwind Subscription! Read Minter Dial’s book, “You Lead” Check out Minter Dial’s website Visit SocialPros.com for more insights from your favorite social media marketers.
1/22/202146 minutes, 54 seconds
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How Diversify Social Media Creates More Opportunities for BIPOC

Linda Dianne, Video/Social Media Strategist from Diversify Social Media and Milly Tamarez, a Freelance Social Media Manager and Comedian, join the Social Pros Podcast to talk about the importance of diversity on social media. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Full Episode Details Inclusivity on social media is so important. Brands continue to make promises to be more inclusive, which is great. However, we need to make a real effort to change and grow to ensure we’re inclusive in not just what we say, but in what we do. Two special guests join us in this powerful Social Pros episode featuring Linda Dianne, Video/Social Media Strategist from Diversify Social Media, and Milly Tamarez, a Freelance Social Media Manager and Comedian. The fight for true diversity, inclusivity, and acceptance for all is still ongoing. The jury is still out on lasting change from brands, and as Milly states in this episode, “something has shifted, and things have changed. But it is a process that we have to continue working on and optimizing.” Many deeply important topics around diversity in the social media industry are discussed in this episode. Tune in with an open mind and get ready to motivate real change in your everyday life. In This Episode: 03:08 – How Diversify Social Media got started 05:20 – How personal experiences and world events inspired Linda and Milly to launch Diversify Social Media 11:15 – What the Diversify Social Media curriculum consists of 15:46 – What pieces of the curriculum tends to stand out to students and participants 19:21 – Who would benefit from the Diversify Social Media program 23:51 – Whether brands have developed a better understanding of diversity following the Black Lives Matter movement 27:51 – How brands can become more inclusive 32:26 – How to get involved with the Diversify Social Media program Resources Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Learn more about Diversify Social Media Visit SocialPros.com for more insights from your favorite social media marketers.
1/15/202146 minutes, 11 seconds
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How Walmart Empowers Local Store Associates to Win in Social Media

Zachary Lones, Director of Social Media Marketing at Walmart, joins the Social Pros Podcast to discuss how the organization empowers local store associates to use their unique voice on social media to reach their unique communities. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Tailwind aCe Full Episode Details When employees feel empowered at work, you can expect to see a significant improvement in job performance, job satisfaction, and loyalty to the company. So, how can organizations use social media to empower their associates? Zachary Lones, Director of Social Media Marketing at Walmart, believes that it is “more important than ever to give your associates the voice and empowerment to speak up.” Empowering local store associates at nearly 5,000 different locations to share their voices without much control from central marketing is almost unheard of in today’s society. Yet, that is exactly what Walmart is doing on a daily basis in what could potentially be one of the best employee-generated content case studies the world has ever seen. In This Episode: 07:24 – How Walmart associates are empowered to use social media to reach their unique community 09:22 – How Walmart helps associates get up and running with different social media channels 10:33 – How many associates speak on behalf of the company 12:38 – The percentage of content shared by associates that is aspirational vs sales-focused 16:55 – How Walmart empowers associates to understand marketing and communications 21:30 – The critical indicators that determine whether or not a program is successful 28:18 – Why more organizations need to be open to the idea of allowing associates to connect with audiences via social media 33:52 – Who is responsible for engaging with audiences’ queries on social media Resources Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Find out if your website is ADA & WCAG compliant with help from aCe Get $30 off of your Tailwind Subscription! Visit SocialPros.com for more insights from your favorite social media marketers.
1/8/202142 minutes, 49 seconds
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A Year in Review

Jay, Adam, and Anna join forces in this special episode of the Social Pros Podcast to talk about some of the best highlights from episodes released in the rollercoaster year of 2020. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Full Episode Details 2020 has been a year like no other. Not just for the Social Pros Podcast, but the entire world. We have seen and experienced so much this year, so how can you recap a year like 2020? Well, Jaye, Adam, and Anna searched through the back catalog of episodes released in 2020 and noticed many similar themes running through them. They also saw many commonalities between various guests who shared their perspectives on the world and how the social media industry has changed in 2020. In this episode, you’ll hear highlights from clips pulled from previous episodes released in 2020. So, if you’re ready to take a trip down memory lane and explore some of the best bits from the Social Pros archive, listen in! In This Episode: 05:04 – Why you should always listen to your audience 07:19 – How JetBlue has adjusted its content during the pandemic 11:01 – Why it’s important to take advantage of opportunities in real-time 14:08 – What it’s really like to work in this profession 16:39 – Why social pros need to take care of their mental health 20:29 – How to combat burnout as a social media practitioner 23:29 – Why you need to be a great marketer to succeed on social media 26:49 – The benefits of releasing episodic content 31:51 – How to hook your audience from the start 36:14 – Why you should have a separate paid and organic approach 40:46 – The true power of authenticity Resources Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Visit SocialPros.com for more insights from your favorite social media marketers.
12/18/202051 minutes, 47 seconds
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Marcus Sheridan Debunks the Myths About Video Content

Marcus Sheridan, Author, Speaker & Co-Owner of IMPACT, is our guest on this episode of Social Pros, where he debunks common myths surrounding social media video content. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Full Episode Details The internet is swamped with myths surrounding video content, but which ones are true? And, which ones should we ignore? Marcus Sheridan, author, speaker & Co-Owner of IMPACT, helps us separate the truth from the lies and reveals whether the length of the videos we share on social media actually matters. Most people believe that the shorter a video is, the better. However, Marcus quickly debunked that theory when he pointed out that “the average #1 ranked video in YouTube search results is about 10 minutes long.” Marcus Sheridan puts many of the world’s most popular video myths to rest and shares a treasure trove of tips on using video and how to get your sales and marketing teams working closely together in social media and beyond. In This Episode: 03:47 – Learn about Marcus’ agency, IMPACT 06:23 – How to use video to bridge the gap between sales and marketing 11:27 – Why the premise that your videos should be 90 seconds or less is not true 15:07 – When it makes sense for a brand to use live video 17:53 – Why videographers need to be strong socially to be successful 21:59 – How video content can improve your social selling efforts 27:58 – Why Marcus left Facebook Resources Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Read ‘The Visual Sale,’ by Marcus Sheridan Learn more about IMPACT Visit SocialPros.com for more insights from your favorite social media marketers.
12/11/202038 minutes, 44 seconds
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How Kellogg's Crafts their Corporate Social Strategy

Rick Wion, Senior Director of Consumer Engagement of The Kellogg Company, joins the Social Pros Podcast to talk about social media from the corporate level and why brands need to be more selective with what they share on social. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Full Episode Details As social media has evolved, those who work with social media marketing have gained more freedom to make crucial decisions around what goes out and what doesn’t. Not every company update or press release has to be broadcasted on social media. As Rick Wion, Senior Director of Consumer Engagement of The Kellogg Company said, “for social, we really just need to focus in on this one component of things versus supporting every part of every program with a plethora of social content.” The hard truth is that not every update is “social media worthy.” Brands need to be more selective about the content they share on social media. Making sure your brand communicates authentically is vital and being attuned to what your audience wants to see from you is perhaps even more important.  In This Episode: 03:12 – How social media marketing and communications have evolved 07:11 – How the evolution of social media has impacted how Kellogg’s constructs their social media and consumer engagement teams 10:30 – How Kellogg’s uses social media to have important conversations with their audience around food security 12:48 - How the brand’s messaging and timing of messages have changed since the pandemic 16:19 – How being classified as an essential business impacted the company, the social media marketing team, and business operations during the pandemic 18:43 – How Kellogg’s uses data and research to shape conversations on social media 23:25 – How Tony the Tiger helps to share the brand’s voice on social media 25:45 – How to empower an organization to leverage social media listening and insights Resources Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Learn more about Kellogg’s Visit SocialPros.com for more insights from your favorite social media marketers.
12/4/202038 minutes, 5 seconds
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Why Now is The Time For Brands to Take Chances in Social Media

Saul Colt, the Founder and Creative Director at The Idea Integration Company, is our special guest on this episode of Social Pros, where we discuss why advocates will do more for your brand than influencers and why you need to start taking more chances in social media. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud LinkedIn Full Episode Details Is it time for brands to take risks and chances in social media? Saul Colt, Founder and Creative Director at The Idea Integration Company, certainly thinks so, and he believes we should start by changing how we perceive influencers. Influencer marketing is potentially very powerful. However, finding the right influencers to advocate for your brand is another ballgame entirely. It’s not enough to find an influencer with a huge following. They should also care about your product and your brand. Saul felt very strongly about this and stated that he would “rather make the influencer than buy the influencer.” What is more valuable – an influencer with 25k followers who doesn’t care about your brand or a super fan who genuinely loves your brand? It’s easy to become seduced by the size of an influencer’s audience, but is it time to forget the numbers and choose influencers based on the amount of passion they have for your brand? Find out on this episode of the Social Pros Podcast! In This Episode: 05:48 – Why Saul gravitated towards word of mouth 08:16 – Why people struggle to create conversation and attention 12:01 – Why there must be a strategy behind your tactics 16:35 – Whether social amplifies the cultivation of new ideas and creativity 18:40 – Why it’s better to find advocates for your brand than influencers who don’t genuinely care about your brand or product 27:25 – How the pandemic has changed tactics Saul uses on social media 37:04 – Why brands need to focus on more than just the tools they use Resources Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Find out how you can launch your first LinkedIn campaign with $100! Learn more about The Idea Integration Co Visit SocialPros.com for more insights from your favorite social media marketers.
11/27/202043 minutes, 46 seconds
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How to Create Organizational Culture Change Using Social Media

Sallie Poggi, Director of Social Media at the University of California, Davis (UC Davis), joins the Social Pros Podcast to talk about social media crisis management and how to cultivate culture change within an organization using social media. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud SocialMedia.org Full Episode Details Use Social Media to Create Positive Change Do you remember when social media was more like an experiment for brands than a real business strategy? Back then, brands did not grasp the potential that social media offered. Nowadays, social practitioners are a key part of the fabric of an organization. Sallie Poggi, Director of Social Media at the University of California, Davis (UC Davis), reminisced about a time when social media practitioners weren’t deemed as necessary as they are now. Today, instead of “tweeting in the corner,” we have a seat at the table and help to “make decisions and set strategy from a high level.” Social media is used for so much more than updating followers about what you had for lunch. When used properly, social media can be leveraged to build relationships and create culture change across an entire organization. In This Episode: 07:56 – How the social media team at UC Davis operates 11:18 – How Sallie established her own department and how it helped to elevate her at the table 18:15 – What you can do to get other social media communicators on your side 21:48 – How COVID-19 has shifted Sallie’s approach to social media crisis management 26:06 – What social media metrics Sallie tracks 30:04 – How Sallie got the UC Davis Street Team program off the ground Resources: Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Find out how you can launch your first LinkedIn campaign with $100! Learn more about UC Davis Visit SocialPros.com for more insights from your favorite social media marketers.
11/20/202038 minutes, 58 seconds
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How the ACC Conference Overcomes Uncertainty and Wins in Social Media

Eric SanInocencio, the Associate Commissioner of Strategic Digital Media at ACC, joins the Social Pros Podcast to talk about the impact that COVID-19 has had on the sports industry and how the ACC continues to overcome uncertainty using social media. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud LinkedIn Full Episode Details 2020 has been a strange year for everyone. Businesses closed, schools shut down, and it was like the world hit pause on everyday life for quite some time. One industry that has been significantly impacted by the global pandemic is the sports industry, with games canceled left, right, and center. Eric SanInocencio, the Associate Commissioner of Strategic Digital Media at ACC, has learned to navigate the recent changes while leading social media for the Atlantic Coast Conference. The ACC oversees sports for 1,415 schools in the eastern part of the U.S., so you can imagine just how unique and complicated Eric’s role is as the Associate Commissioner of Strategic Digital Media at ACC. Eric believes that “social media for sports events is the truest version of a sports bar that we have left,” and we couldn’t agree more. Social media allows people to jump into the conversation when they feel like it, which helps sports fans feel like part of a community again. In This Episode: 05:24 – How ACC’s digital marketing team is structured 07:31 – What Eric’s role as the Associate Commissioner of Strategic Digital Media involves 09:31 – How the different schools get together virtually to discuss best practices 13:31 – How Eric’s team structures content creation and distribution across the team 15:57 – How to continue to have great collaboration within a remote environment 18:42 – How Joe prevents confusion and complications when monitoring and managing so many schools 22:58 – How ACC has dealt with the changing sports schedule since the COVID-19 outbreak 29:26 – How Joe turned the cancellation of the 2020 ACC Men’s Basketball Tournament and turned it into something positive 33:49 – Whether Joe uses paid social to promote the championships and gain exposure, etc. 41:01 – How to deal with negativity on social media Resources Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Find out how you can launch your first LinkedIn campaign with $100! Learn more about the ACC  Visit SocialPros.com for more insights from your favorite social media marketers.
11/13/202048 minutes, 51 seconds
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The Convergence of Marketing and Recruiting Starts in Social Media

Chief Marketing Officer at Jobvite, Jeffrey Rohrs, joins the Social Pros Podcast to discuss how social media has impacted the recruiting process and why recruiting is the new marketing. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud LinkedIn Full Episode Details Whether you want to recruit new employees or new customers, all brands should implement recruitment strategies in their marketing. Chief Marketing Officer at Jobvite and previous host of this very podcast, Jeffrey Rohrs, believes that recruiting is the new marketing. Promoting and getting the best candidates starts with social media. If you want to reach the most qualified people for the role you want to fill, you must get the “best amplification of the opportunity in the marketplace, and LinkedIn certainly has cracked the code on that.” Many brands don’t realize that many of the basic recruitment tactics that effectively attract the right people can be used to recruit customers. As more brands pivot to empathetic marketing and spreading messages around diversity, we’re starting to see that more prospects resonate with messages they see on social media. We talk about all of this on this episode of the Social Pros podcast, where Jeffrey makes a comeback and reveals how you can join marketing and recruiting in your social media efforts. In This Episode: 07:38 – How Jobvite leverages LinkedIn 09:25 – How to get better at merchandising your brand’s opportunities 12:58 – How social media has impacted the recruiting process 17:00 – Why brands should share their employees’ stories 20:57 – How to increase awareness of your brand’s position on diversity and inclusion 23:56 – How Jeffrey promoted the “Summer to Evolve” series on social media 31:08 – How to avoid social, event, and zoom fatigue 38:16 – Why it’s so important to hire for adaptability Resources Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Find out how you can launch your first LinkedIn campaign with $100! Learn more about Jobvite Learn more about The Summer to Evolve series presented by Jobvite Take the 10 minute assessment – The EVOLVE Talent Acquisition Framework Read “Audience: Marketing in the Age of Subscribers, Fans and Followers,” by Jeffrey K. Rohrs Visit SocialPros.com for more insights from your favorite social media marketers.
11/6/202049 minutes, 23 seconds
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How to Master Facebook Ads and Messenger Bots

Amanda Robinson, the Founder of The Digital Gal, joins the Social Pros Podcast to discuss her new book, “Ultimate Guide to Social Media Marketing,” and the power of messenger chatbots, and why more businesses need to embrace this incredible technology. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Full Episode Details Everyone has a superpower. You could be a master on Instagram, a LinkedIn expert, or a pro at social media marketing. Whatever your superpower is, you need to find it and leverage it. However, although your powers may reside with one social platform, you need to know what’s going on around you. Amanda Robinson, the Founder of The Digital Gal, suggests that every social pro must identify their superpower and then strive to understand other platforms. If you just operate in your lane, you won’t be prepared to handle something unexpected up ahead. In this episode, we talk to Amanda, The Digital Gal herself, about her new book, “Ultimate Guide to Social Media Marketing,” and how to use Facebook ads and messenger bots for maximum results. Many people misconstrue messenger bots to be invasive and problematic. According to Amanda, that’s not what a messenger bot is at all – “A messenger bot is about giving - giving back to people, giving value, giving a better experience, & giving faster information.” In This Episode: 04:16 – The challenges of writing a book about social media 06:24 – Why you need to find your social media superpower while having general knowledge about other platforms 09:47 – What people are doing wrong on social media 13:59 – What messenger marketing chatbots are and what you need to know about them 21:59 – How to manage messenger marketing chatbots 26:02 – How to measure the performance of chatbots 30:58 – How to convince others about the value and importance of chatbots 33:30 – How Amanda’s workshop students differ from those that came before   Resources Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Learn more about The Digital Gal Read “Ultimate Guide to Social Media Marketing” Visit SocialPros.com for more insights from your favorite social media marketers.
10/30/202045 minutes, 40 seconds
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How to Organize Global Social Media for Maximum Success

Jessica Leachman, Global Social Media Insights & Analytics at a Global Biotech Company, joins the Social Pros Podcast to talk about how to structure social media success on a global scale. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Full Episode Details It is almost impossible to be successful in social unless you believe in the mission of your organization. Jessica Leachman, Global Social Media Insights & Analytics at a Global Biotech Company, is emotionally invested in the outcomes of the organization she works for in a genuinely palpable, powerful, and persuasive way. Jessica works for a major pharmaceutical and biotech company, and being passionate about the organization is about more than merely wanting the organization to be profitable and successful. Jessica cares about saving lives. Her genuine care for people has motivated her to build the company’s wildly successful social media presence so that they can reach, engage, and help even more people. If you’ve been looking for a masterclass on how to do social media for a large multinational cooperation, this is the episode you’ve been waiting for. Even if you are a social practitioner for a small business, there is a lot of powerful insights that you can take from this episode and use in your own business. In This Episode: 04:27 – How this Global Biotech Company is organized in terms of social media 06:41 – What social channels are used to reach patients and caregivers vs. medical professionals 08:48 – How social media adoption and integration has evolved 10:27 – How Jessica and her colleagues interact with social channels that are popular in other countries 11:50 – An insight into how the organization engages with their audience on social media 15:09 – Specific social media restrictions that must be followed 17:13 – How Jessica built a social strategy that incorporates the global nature of her role 22:13 – How to use the 80/20 rule to maximize social media success 24:32 – How doing social media right can save an organization money 31:08 – How social listening has helped this global organization find new ideas, concepts, and content 36:42 – How the world of dance and social media collides Resources Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Jessica’s LinkedIn profile Visit SocialPros.com for more insights from your favorite social media marketers.
10/23/202043 minutes, 18 seconds
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How Instagram Tactics Change but Strategies Stay the Same

Jenn Herman, Instagram Expert from Jenn’s Trends, joins the Social Pros Podcast to discuss how Instagram’s core strategies have not changed in years and what businesses can do to grow their accounts. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Full Episode Details Since its launch back in 2010, Instagram has continued to reign as one of the most popular social media platforms of all time. One billion people use Instagram each month, and although the platform often releases new features, it has stayed very true to its origins. Instagram is about so much more than sharing photos and videos with friends and family. It has become a vital tool for businesses that leverage Instagram’s features to reach new audiences and engage with existing customers. Jenn Herman is an Instagram Expert and the world’s forefront blogger on Instagram marketing. She claims that although small things have changed (the introduction of Instagram Reels, for example), the platform’s core strategies have not changed in years. You can still use the same core strategies to help grow your account and gain a following. In This Episode: 03:24 – How Jenn helped write “The Ultimate Guide to Social Media Marketing” 05:41 – How Instagram’s core strategies have not changed in years 07:06 – Why you shouldn’t post TikTok content on Instagram Reels 10:41 – How to create authentic reels 13:25 – Whether it’s time for brands to post more light-hearted content 16:09 – Why TikTok and Instagram usage has increased during the pandemic 22:23 – How Jenn and her co-writers wrote their book virtually and how they segmented topics 29:15 – How to keep a book about social media marketing relevant and up-to-date Resources Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Learn more about Jenn’s Trends Read “The Ultimate Guide to Social Media Marketing” Read Jenn’s book, “Instagram For Business For Dummies” Read Jenn’s book, “Instagram For Dummies” Visit SocialPros.com for more insights from your favorite social media marketers.
10/16/202036 minutes, 18 seconds
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The Surprising Social Media Expectations of Gen Z

Jason Dorsey, the President and Lead Researcher of The Center for Generational Kinetics, is our guest on this fascinating episode of the Social Pros Podcast. We discuss how Gen Z thinks when it comes to digital and social, and what brands can learn about selling and marketing to Gen Z. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Full Episode Details Are you still trying to figure out how to reach and connect with Gen Z? New generations are rapidly changing how brands engage with their audiences. The problem is, for many brands, younger generations are still a vast mystery. Jason Dorsey, the President and Lead Researcher of The Center for Generational Kinetics, potentially knows more about Gen Z than anyone on the planet. He can pinpoint the fundamental differences in how Gen Z thinks about digital and social, and it is manifestly different from what many of us might think. By studying generations closer and developing a better understanding of how they think, you will be in a much stronger position to create marketing messages that target new generations. Jason shares one truth bomb after another in what is potentially one of the most fascinating episodes of Social Pros that we’ve ever done. In This Episode: 03:55 – The foundational impact that social media has had on Gen Z 07:21 – How to craft social media messages that Gen Z want to engage with 13:25 – How Gen Z’s can be influential to older audiences that brands want to attract 17:50 – Why Gen Z trusts social media influencers, even though they’re being paid 21:02 – How Gen Z alters their behavior and choices based on online reviews 25:46 – Why brands must agree on the non-negotiables of their organization before deciding what to post on social media 30:38 – How to balance your social media content in a way that attracts Gen Z Resources Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Learn more about The Center for Generational Kinetics Visit Jason Dorsey’s personal website Read ‘Zconomy’ by Jason Dorsey   Visit SocialPros.com for more insights from your favorite social media marketers.
10/9/202039 minutes, 36 seconds
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How Research Powered This Enormous Social Media Success

Anna Hrach, Content Strategist at Convince & Convert, sits on the other side of the microphone for this episode of the Social Pros Podcast to discuss how her and the team built an app that has the potential to help reduce the spread of COVID-19. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud SocialMedia.org   Full Episode Details Research is key to success Never underestimate the power of research. Yes, intuition and going with your gut instinct can help you reach greater heights on social media, but research is what will help you achieve your biggest goals. Content Strategist at Convince & Convert, Anna Hrach, leveraged the power of research to do something truly remarkable. Since the start of the COVID-19 outbreak, it’s become vitally important to help reduce the spread of the virus by listening to advice from medical professionals such as wearing a face mask and following social distance rules. However, Anna and the team at Convince & Convert took it one step further by helping our client, The University of Arizona, launch an app that alerts you when it suspects you may have had potential exposure to COVID-19 from somebody who has tested positive. It’s a ground-breaking app and one that can potentially help reduce the spread of the virus and save thousands of lives. Hear all about it on this episode of Social Pros with the wonderful, Anna Hrach. In This Episode: 04:13 – Anna describes her role as a strategist at Convince & Convert 05:11 – How the COVID Watch Arizona app came about and how it works 07:46 – The important role of developing and utilizing research to help get the app up and running 09:21 – How the five distinct segments of the college student population were believed to interact with the app differently 12:43 –Why it was so important to use assets and messaging that reflected how students communicate with each other 14:25 – The mechanics of the second set of assets that other parts of the campus could use and why this approach was so effective 16:58 – How student influencers helped to spread awareness of the app amongst their peers 19:42 – How we used social listening to help answer people’s questions about the app 24:33 – How the app was received in terms of downloads 28:04 – What Anna would have done differently back when the app first rolled out Resources: Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Learn more about The University of Arizona Find out more about the Covid Watch Arizona App Visit SocialPros.com for more insights from your favorite social media marketers.
10/2/202031 minutes, 34 seconds
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Why Live Streaming is Both Easier and Harder Than You Think

Stephanie Liu, the Founder of Lights, Camera, Live, is our special guest on this episode of the Social Pros Podcast, where she reveals the best practices for live streaming and how to make the most of your live stream content. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud SocialMedia.org Full Episode Details Is there more to live streaming than the ‘going live’ part? Stephanie Liu, the Founder of Lights, Camera, Live, knows more about live streaming than anyone we’ve ever had on the show. Hosting a live stream is one thing, but it’s what you do with that content after the ‘lights go out’ that really matters. Stephanie talked about the importance of repurposing your live stream content because “when you’re top of mind, you’re tip of tongue.” Repurposing content is like creating “digital confetti” that you can spread all over the internet. Live streaming is one of the best ways to show your audience your expertise and authenticity, making it so much easier for them to build rapport with you. Stephanie shares many useful tips from pre-production to what you can do to build on the original content you have created. In This Episode: 05:30 – The benefits of live vs recorded video 06:34 – Whether episodic live content performs better than single execution live streaming 08:34 – Stephanie shares her ultimate 10x10 formula for episodic content 10:24 – What social channels are better suited for live streaming 14:51 – How Stephanie’s company faced the growing desire to live stream as a result of the pandemic 16:38 – How to promote your live streams 19:08 – Why you should focus on your bare-bone basics to get started with live streams 22:18 – How to repurpose your live stream content 25:38 – Why social pros have to be open to experiment 27:29 – Why you shouldn’t be so quick to dismiss your own opportunities  Resources Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Launch your first LinkedIn campaign with $100! Find out more about Lights, Camera, Live Read Stephanie’s book, ‘Ultimate Guide to Social Media Marketing’ Visit SocialPros.com for more insights from your favorite social media marketers.
9/25/202036 minutes, 58 seconds
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Why Friends at Work Make You a Better Person

Shasta Nelson, Friendship Expert, Speaker & Author, joins this episode of the Social Pros Podcast to talk about the importance of cultivating meaningful friendships with our co-workers and how our relationships impact our health, happiness, longevity, and personal growth. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud SocialMedia.org Cultivate Workplace Friendships Did you know that 70% of our happiness comes down to our relationships? Yet, we often focus more on the remaining 30% and neglect to give the other 70% the attention and effort it really deserves. If you want to be an overall happier and healthier person, Friendship Expert, Speaker & Author, Shasta Nelson, believes it starts and ends with your friendships. As adults, we spend a lot of our time at work. We meet the same people every day and we strike up the same small chat around the water cooler. However, in a world where loneliness is on the rise even before the pandemic, it’s becoming increasingly difficult to foster meaningful relationships in the workplace. Shasta states that it’s “almost impossible to be happy if you don’t have meaningful relationships,” and provides compelling evidence to support her claims that having friends at work makes you a better and happier person. In This Episode: 05:52 - Why Shasta is so passionate about helping others cultivate friendships at work 08:24 - Why some companies fail to facilitate friendships within the workplace 13:27 - The correlation between sales success and relationship building with clients 15:52 - The three requirements that every healthy relationship needs 20:24 - How these three relationship requirements correlate with how you should express your brand on social media 25:19 - Whether working from home makes it more difficult to make friends 28:13 - Shasta shares tips for managers for building positivity in the team 31:30 - How we should adjust what we’re doing within our relationships in light of the pandemic 35:20 - How Shasta creates and shares engaging content for social media Resources: Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Find out how you can launch your first LinkedIn campaign with $100! Learn more about Shasta on her website Read Shasta’s book, ‘The Business of Friendship’ Visit SocialPros.com for more insights from your favorite social media marketers.
9/18/202042 minutes, 5 seconds
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How Small Social Teams Can Go Big with Innovation and Creative

Uzair Hasan, the Sr. Paid Media Manager at Edible Arrangements, joins the Social Pros Podcast to talk about how his scrappy social media team leads the way with innovative and creative ideas. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud SocialMedia.org Full Episode Details Believe it or not, there was a time when businesses doubted whether they actually needed a social media team at all. Nowadays, brands and organizations have realized that they don’t just need a presence on social, but that social media needs to be a key part of their marketing strategy. The good news is that your company does not need a huge social team to make your brand known. Small social teams can have massive impact and Uzair Hasan, the Sr. Paid Media Manager at Edible Arrangements, has got evidence to prove it. He and his small social team have made history within the company, breaking sales records and expanding the company’s online presence. Thanks to the team’s scrappy attitude, they have managed to leverage the true power of social and fuel brilliant results. Since it’s a relatively small team, being scrappy and wearing a lot of different hats has attributed to the team’s undeniable success. In This Episode: 03:03 – What Edible Arrangements is and how the company works 04:34 – How the social media team works with marketing and communication colleagues to build a genuine relationship with the company’s audience 06:06 – How to advertise and market to Twitch consumers 13:20 – How being ‘scrappy’ has helped the social team come up with new and innovative ways to engage people 17:24 – How franchisees create their own social channels and how everything remains aligned 21:35 – How the social team educated and empowers the franchisees 23:45 – How Edible Arrangements and franchisees handle customer data 27:32 – How to measure conversations and engagement on social 30:40 – How Uzair’s team diversifies their marketing budget and strategy 33:12 – Uzair predicts how social media at Edible Arrangements will evolve Resources: Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Find out more about Edible Arrangements Read ‘Creativity, Inc’ by Ed Catmull Visit SocialPros.com for more insights from your favorite social media marketers.
9/11/202039 minutes, 51 seconds
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How Square uses Social to Tell Local Stories and Win National Awards

Nick Dimichino, the Social Media Lead at Square, is our guest on this episode of the Social Pros Podcast, where we talk about how brands can use simple technology to capture and share customer stories on social media. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Full Episode Details Everyone has a story to tell and sharing customer stories with the world is one of the most effective and cost-efficient ways to market your brand on social media. But how can you share customer stories in a world where it’s becoming increasingly difficult to interview customers? Nick Dimichino, the Social Media Lead at Square, has found new and innovative ways to share customer stories. He has created a unique voicemail line that sellers can call and leave their stories, many of which are incredibly powerful and moving to listen to. Square has helped revolutionize businesses and because of this, they have no issue finding new storytelling opportunities. Nick shares how he and his team find new stories to share on social, which has helped the company build an unbreakable reputation, gain recognition and win national awards. In This Episode: 03:26 – How the Square social media team is structured 05:54 – Nick shares his thoughts on how Square implemented social in the earlier days 13:25 – How Square conveys customer stories on social media 17:41 – How to find new customer stories during the pandemic 25:54 – How the way that Square communicates with their audience has pivoted since COVID-19 31:24 – Nick discusses the campaign around businesses in Flint 37:55 – How Nick got his senior leaders on board for the campaign Resources Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Learn more about Square Visit SocialPros.com for more insights from your favorite social media marketers.
9/4/202047 minutes, 49 seconds
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How IBM Connects with Customers and Prospects Using Social Media

Ryan Boyles, the Senior Social Media Strategist at IBM / AI Applications, joins the Social Pros Podcast to discuss how IBM uses social to connect with their audience. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud SocialMedia.org Full Episode Details Use Social Media to Create Connections Creating meaningful connections with customers and prospects is something that every brand should actively try to achieve. The good news is that you already have the perfect tool to foster relationships and connect with customers - social media. Ryan Boyles, the Senior Social Media Strategist at IBM/AI Applications, understands the power of social media and how to leverage social platforms to find and connect with ideal customers. However, it’s not just the social media team that needs to become ‘social pros’ – everyone in the organization from the top down must be ‘plugged into social.’ The way that brands use social media has evolved and more leaders and executives are embracing and engaging with customers and prospects on social media platforms. This is great news for any social practitioner who once struggled to convince their leaders about the true value of social media. In This Episode: 05:47 – How IBM uses weather data 07:34 – How Ryan interacts with other social media managers from different operating divisions within the business 11:20 – How IBM manages various social media accounts 14:33 – How IBM’s employee advocacy program has evolved over time 16:48 – Insights into IBM’s account-based marketing content and tactics 20:44 – Why IBM decided to abandon Facebook 22:46 – How to leverage LinkedIn Live and measure performance 28:32 – Ryan talks about the 50th anniversary of the Apollo program 31:31 – What it was like being on the frontlines of social media evolution  Resources: Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Get your copy of “50 Best Practices for Email Marketers” Find out how you can launch your first LinkedIn campaign with $100! Learn more about IBM Visit SocialPros.com for more insights from your favorite social media marketers.
8/28/202043 minutes, 41 seconds
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How MIT Uses Social Media to Make Complex Topics Approachable

Jenny Fowler, Director of Social Media Strategy at MIT, joins us on Social Pros to discuss how she makes social content for this academic stalwart accessible, engaging, and consistent. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud SocialMedia.org   Full Episode Details Accessibility and organization Managing social for an historic institution like MIT requires agility, clear-thinking, and great strategic planning. In Jenny Fowler, Director of Social Media Strategy, they have all of those essential skills and a whole lot more. Jenny is the only dedicated social media resource at MIT, with no direct reports, but coordinates over 200 department communications professionals to keep MIT’s voice, content, and purpose consistent across every channel. As she says in this episode, “my philosophy has always been to empower my community to succeed.” Social media in higher education is a different beast to many other sectors, but Jenny has tamed it with grace and intelligence. Walk a mile in her shoes with this episode of Social Pros and you’ll be sure to pick up some fascinating tips and tricks along the way.   In This Episode: 05:40 – How social is structured at MIT, with Jenny as the only full-time dedicated resource 08:13 – How Jenny shares her expertise with the 200 departmental communications teams that produce social content 11:18 – MIT’s most strategically-important platforms 19:05 – Which metrics matter for Jenny – and why strategy is always the deciding factor 26:08 – How MIT are using social to communicate essential information in the pandemic 29:22 – Why being asked to “work your social media magic” isn’t innocent, but indicative of a deeper ignorance of social media professionals’ role and skills 37:36 – How Jenny uses social to make complex academic topics more accessible 39:45 – How Jenny started exploring MIT’s TikTok strategy  Resources: Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners MIT's Social Media Hub Visit SocialPros.com for more insights from your favorite social media marketers.
8/21/202050 minutes, 22 seconds
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How Duke University Succeeds with Social Media

Sonja Likness, the Director of Social Media & Content Strategy at Duke University (Communications Office), joins the Social Pros Podcast to discuss how she runs social media at a major university with numerous departments, collaborators, and over 15,600 students.  Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:  Salesforce Marketing Cloud  Full Episode Details Coordinating social media content across campus with a large number of departments is no easy feat. However, Sonja Likness, the Director of Social Media & Content Strategy at Duke University, has created a seamless structure that upholds the university’s reputation while still giving departments their own voice on social. As Sonja stated in this episode of the podcast, “a part of my job is to educate, give best practices, consult when they run into trouble, and to facilitate everybody talking to each other.” Social media practitioners can learn a lot from Sonja, who effectively structures countless collaborators on campus covering a range of different topics and navigates social for a popular university with approx. 15,634 students – not to mention, juggling all of this and keeping everything aligned during a global pandemic. Hear how she does it without breaking a sweat on this fascinating episode of Social Pros. In This Episode: 04:14 – How Sonja coordinates social content across campus 06:16 – How Duke University’s ‘social media working group’ works together 07:26 – How audience prioritization differs across different social media platforms 12:57 – Why additional governance is necessary when approaching profound topics such as COVID-19 15:07 – How Duke University leverages influencers and user-generated content 18:13 – How Sonja’s team are creating new video content during the pandemic 20:40 – How Duke University uses highly-polished video content vs. authentic video content 23:38 – The importance of social listening 27:40 – Why (and how) Sonja builds relationships with key social media leads across campus 32:40 – How Duke University targets graduate students with social media marketing Resources Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Take Salesforce’s quiz – Einstein’s Guide To AI Use Cases Learn more about Duke University Visit SocialPros.com for more insights from your favorite social media marketers.
8/14/202044 minutes, 3 seconds
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How the Indiana Pacers Honor the Past and the Present with Winning Social Content

Tatiana Holifield, the VP/Head of Digital Strategy at Pacers Sports & Entertainment, is our guest on this episode of the Social Pros Podcast, where we talk about how the Indiana Pacers leverage social, coordinate teams, and how they have diversified their organization.  Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud SocialMedia.org Full Episode Details Life as a social media practitioner is not as glamorous as the Instagram superstar influencers would have you believe. The reality of being a social pro in modern society is that you’re going to be glued to your phone (or laptop, tablet, etc.) 24/7. So, if you want to become a successful social media professional, you must live and breathe social. Tatiana Holifield, the VP/Head of Digital Strategy at Pacers Sports & Entertainment, is a force to be reckoned with and is making a huge impact on the way the Pacers use social media. She has helped to structure new roles, coordinate teams, build compelling content and brand strategies, and so much more. Although she loves her job and has a genuine passion for social media, Tatiana admits that life as a social pro can be quite taxing. As Tatiana states in this episode, if you want to become a social pro, you must be prepared for the busy lifestyle that comes with it. As a social pro, you’ll wear multiple hats and you’ll have to learn how to balance every facet of the job with your personal life. In This Episode: 05:47 – How Tatiana approaches managing multiple brand’s social media accounts 07:22 – How Pacers structure their teams and roles within the organization 10:45 – How Tatiana and her team measure the performance of their content 14:04 – How content creation has changed for the Pacers in light of COVID-19 22:55 – A look at the level of coordination being done between different business entities of the league 26:25 – How important paid social is to the Pacers 30:13 – How the Pacers engage with fans on Reddit 38:10 – Tatiana explains their KPI ‘total footprint growth’ and what it measures 40:05 – How the Pacers have diversified their workforce Resources Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Find out how you can launch your first LinkedIn campaign with $100! Connect with Tatiana on LinkedIn Find out more about the Pacers and upcoming games  Visit SocialPros.com for more insights from your favorite social media marketers.
8/7/202050 minutes, 22 seconds
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How Chicago Bulls Win in Social by Being Adaptable

Luka Dukich, the Director of Content for the Chicago Bulls, is our guest on this episode of Social Pros, where we talk about why being adaptable is key for social media success no matter what’s going on in the world. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud SocialMedia.org Are you adaptable on social media?   Adapting to change quickly is something that we’ve all had to master since COVID-19 replaced ‘normal life’ with a great level of uncertainty. But we didn’t just adapt our personal lives to reflect recent changes in the world, we’ve also had to adapt our social media presence.   Luka Dukich, the Director of Content for the Chicago Bulls, has managed to adapt the sports team’s entire social media strategy in response to recent changes with poise, professionalism, and a level of success we can all aspire to.   Luka understands that you “can’t control what you can’t control,” and has found other ways to get creative on social even when no games are going on. He has done an incredible job maintaining and, in many cases, increasing fan engagement across the team’s social media channels.   In This Episode:   05:40 – A look at the unusual content schedule for social pros at the Chicago Bulls 07:49 - How Chicago Bull’s social media team is structured 13:11 – Why Chicago Bulls have other social media accounts separate from the main accounts 20:18 – How they track the demographics of their different social media accounts 22:05 – How Chicago Bull’s content strategy has pivoted in response to COVID-19 29:55 – How Luka and his team engage with their fans on social 33:44 – How Luka handles video and photo rights in publishing 36:05 – How Luka’s agency experience prepared him for his current role 41:03 – How ‘The Last Dance’ impacted the Chicago Bulls Resources: Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Download Salesforce’s e-book “Boost Sales Productivity: Get More from Your Sales Team" Find out how you can launch your first LinkedIn campaign with $100! Visit SocialPros.com for more insights from your favorite social media marketers.
7/31/202051 minutes, 15 seconds
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How to Avoid Major Influencer Marketing Mistakes

Neal Schaffer, the President of PDCA Social, joins the Social Pros Podcast to talk about how brands and businesses can leverage influencers in their marketing efforts and effectively navigate through ‘the age of influence’ we currently find ourselves living in. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud SocialMedia.org Full Episode Details The Age of Influence If you want people to hear about your brand and talk about your brand, you need to leverage influencers as part of your marketing. Neal Schaffer, the President of PDCA Social and a leading authority on digital transformation, believes that brands should view influencer marketing as a commitment, not just a campaign. Social media has given a voice to all types of followers with different audiences. Chances are, there is an ideal influencer out there who has the influence and authority to help put your brand in front of the right people. Neal Schaffer knows exactly how you can identify and engage with the right influencers for your brand and openly shares his best tips to help you create and implement a highly effective influencer marketing plan – including some major influencer marketing mistakes you might want to avoid! In This Episode: 06:05 - What ‘the age of influence’ means for brands, business owners, and marketers 08:03 – How Neal defines influence 12:08 – How B2B brands can leverage influencer marketing 16:27 – Tips to help you identify the right influencer for your brand 19:53 – How to work effectively with influencers 22:45 – What departments of an organization should have a role in managing a successful influencer marketing strategy 25:32 – Advice for leveraging influencers during COVID-19 27:45 - Why you should focus on turning influencers into brand advocates 31:02 – How to structure your ‘influencer marketing budget’ Resources: Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Find out how you can launch your first LinkedIn campaign with $100! Visit Neal’s website to learn more about him and his work Read Neal’s new book, The Age of Influence Visit SocialPros.com for more insights from your favorite social media marketers.
7/24/202044 minutes, 2 seconds
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How JetBlue Handles Social Customer Service During COVID-19

Laurie Meacham, the Manager of Customer Support at JetBlue, joins the Social Pros Podcast to talk about the importance of empathetic marketing and showing humanity towards customers on social media. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:  Salesforce Marketing Cloud SocialMedia.org Remember to have humanity When COVID-19 hit, many brands were not prepared for handling a crisis of this scale. It was uncharted territory for many of us and it still is. COVID-19 has not ‘gone away’ and as social practitioners, we have had to scramble to adjust and fine-tune our content in response to the COVID-19 crisis. From postponing brand announcements to canceling live events and adjusting content calendars, it has not been an easy transition, to say the least. However, one thing that I think we can all agree on is the undeniable importance of aligning your social customer services in response to the crisis. Customers are firing more questions at brands than ever, and they’re using social to do it. Laurie Meacham, the Manager of Customer Support at JetBlue, has handled social customer service during COVID-19 perfectly. Think about it, this is a company that, like many others, has been hugely impacted by the global pandemic. Flights were (and still are in some cases) presumed canceled, and people are hesitant to even step foot on a plane. But, above all else, customers want answers, and Laurie and her team are right there, in the trenches of social media, to answer customers questions and show humanity during a highly stressful and uncertain time. In This Episode: 04:27 - How JetBlue’s virtual customer support team is structured 09:08 – A look at how JetBlue’s remote workforce has operated for over 20 years 11:23 – Tips for working remotely and managing a remote team 13:33 – How the ‘rules of engagement’ have changed 16:58 – How JetBlue have handled customer service on social during COVID-19 22:08 – How the ratio of ‘social media chatter’ has changed lately 24:36 – What channels consumers are using to get in touch with JetBlue’s customer service team 27:36 – How people have shown support (or a lack thereof in some cases) during COVID-19 31:34 – How JetBlue’s ‘Healthcare Heroes Programme’ works Resources: Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Download Salesforce’s free eBook – “50 Best Practices for Email Marketers” Learn more about JetBlue Visit SocialPros.com for more insights from your favorite social media marketers.
7/17/202040 minutes, 40 seconds
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Is Video the Only Place to Innovate in Social Media

Michael Stelzner, the Founder of Social Media Examiner, joins the Social Pros podcast to talk about the 2020 Social Media Marketing Industry Report and why video may be the only viable place to innovate in social media. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud SocialMedia.org Are you innovative on social media? Video is one of the most effective ways to pull people into your content. If you’re not already incorporating video in your social media marketing, you risk missing out on opportunities for real growth, engagement, and innovation. Michael Stelzner, the Founder of Social Media Examiner, started with a blog, which quickly became one of the most popular blogs about social media in the world. Since then, Mike and his team have pivoted toward video and for good reason. Video is where innovations are happening on social and Mike went as far as claiming that video is the only area where we’re seeing a lot of innovation on social media. We dive into all of this further on this episode of Social pros, where we take a look at some key findings from Social Media Examiner’s 2020 Social Media Marketing Industry Report, which surveyed more than 5,200 marketers about how they use social media. In This Episode: 02:43 – Why Social Media Examiner are holding an online Instagram Summit 08:52 – Why live videos have dropped in popularity recently 13:49 – Why marketers should pay more attention to YouTube 19:24 – How Social Media Examiner repurposes videos into full-length articles 21:03 – How brands can decide where to focus their efforts 23:52 – The problem with messenger bots 30:24 – The changing usage of social media in 2020 35:56 – Why video may be the only innovative medium on social media 37:27 – Whether marketers are likely to ‘take the TikTok plunge’ Resources: Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Download Social Media Examiner’s 2020 Social Media Marketing Industry Report Find out more about the Instagram Marketing Summit Listen to the Social Media Marketing Podcast Listen to Episode 397 of Social Pros with Michael Stelzner   Visit SocialPros.com for more insights from your favorite social media marketers.  
7/10/202044 minutes, 7 seconds
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Social Pros Greatest Hits - How Comcast Interacts With Customers on Social Media 6 Million Times Each Year

On this special encore episode of the Social Pros Podcast, we’re joined by Lisa Blackshear, Sr. Vice President of Communications, Digital Media at Comcast, to talk about how to build and manage an incredible social care team. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud SocialMedia.org Full Episode Details Create Authentic Social Care Teams Providing outstanding customer care has never been easier thanks to social media. Before the internet, a telephone call was the best way for brands to interact with their customers. Nowadays, customers are more inclined to ‘hit you up’ on social rather than choose to speak to you over the phone. Social media customer care is critical, so how can you make sure your social care team is performing at the highest standard? Lisa Blackshear, Sr. Vice President of Communications, Digital Media at Comcast, is our guest on this throwback episode of the show. Lisa runs what could possibly be one of the largest customer care programs in the country with over 400 agents interacting with customers and resolving issues across every social channel imaginable. With everything going on in the world right now, having a strong customer care team in place is so important and providing genuine, human interactions is what will set you apart from your competition and keep customers coming back for more. In This Episode: 05:20 - How to build an amazing social care team 09:17 - How engagement on social has evolved alongside customer expectations 14:08 - How Comcast’s social care team adapts their customer’s tone to create personal and authentic interactions 20:41 - How your customer care team can coordinate multiple touchpoints with customers 24:14 – What social channels Comcast’s social care team is most active 29:05 - How to use customer interactions to improve your social care team’s performance 32:56 - How to effectively coordinate between the social care team, communications/PR, and branding   Visit SocialPros.com for more insights from your favorite social media marketers.
7/3/202042 minutes, 26 seconds
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How Social Unites 4000+ Clubs to Support One Great Cause

Tiffany Rivers, the Social Media Manager at Boys & Girls Clubs of America, joins the Social Pros Podcast to talk about how she and her team has leveraged social to bring over 4000 clubs together during difficult times. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:  Salesforce Marketing Cloud SocialMedia.org Full Episode Details Social Unites Not everyone agrees with each other on social media. Spontaneous (and often heated) debates can spark from the most unlikely post or tweet. So, who would have thought that when COVID-19 sent millions into isolation that social media would be the very thing that helps bring people together? Social has played a significant role in bringing families, friends, and colleagues together during an incredibly difficult time. Tiffany Rivers, the Social Media Manager at Boys & Girls Clubs of America, has managed to successfully leverage the power of social to bring over 4000 clubs together to support one worthy cause. As you can imagine, this was no easy feat considering each of the 4000+ clubs are in different locations around the country, each with their own CEO, leadership, and teams. So, how did Tiffany work with all of these clubs to ensure everyone told the same story in unison so that they could continue their work helping make great futures a reality for America's youth? Find out on this inspiring episode of Social Pros! In This Episode: 03:50 – How Tiffany works with marketing and communications colleagues 09:26 – How to change an organization’s view on social media 12:37 - How the clubs leveraged internal talent, virtual programming, and social during COVID-19 18:45 – Why it’s so important to come together during difficult times 20:47 – Tiffany talks about the club’s partnerships with people such as Denzel Washington, Katy Perry, and Beyoncé 28:00 – How to determine what messages go out on which social channels 33:08 – How Tiffany makes sure that messages are consistent across all 4000+ clubs Visit SocialPros.com for more insights from your favorite social media marketers.
6/26/202049 minutes, 48 seconds
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How a Community Manager Became Global VP of Marketing at Patrón Tequila

Adrian Parker, Global VP of Marketing for Patrón Tequila, joins the Social Pros Podcast to talk about how he leads all of the marketing for the #1 most talked about spirits brand in the world. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:  Salesforce Marketing Cloud SocialMedia.org Prepare for the Unpredictable Social is a multi-disciplinary job. If you want to build an enviable career for yourself in social, you’ve got to become a ‘pro’ at more than just the social aspect of your role. You must become fluent in most (if not all) corners of marketing, advertising, media, and business. Adrian Parker, Global VP of Marketing for Patrón Tequila, has gone from managing and writing tweets for RadioShack to leading all of the marketing for one of the most well-known luxury spirits brands in the world. He is living proof that you can make social a successful career, you just need to have the passion, drive, and motivation to make it happen. Patrón Tequila is far from a digital marketing business. However, they understand the crucial role that social plays when it comes to their branding and connecting with their customers online and during times when face-to-face interactions are limited at best.  In This Episode: 05:03 – How important it is for brands to deliver superb digital experiences 11:05 – How marketing and consumer behavior have changed over the last few months 21:29 – How Patrón Tequila use social and marketing communications to measure the impact of recent changes (COVID-19) on consumers and stakeholders 24:39 – How COVID-19 will change how brands prepare for the unpredictable in the future 29:36 – How Patrón Tequila’s marketing mix has evolved 33:19 – What social has taught Adrian about marketing 37:57 – How Adrian deploys his social media team Resources: Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Download Einstein's Guide To AI Use Cases from Salesforce Visit Patrón Tequila’s website Visit Adrian Parker’s website Visit SocialPros.com for more insights from your favorite social media marketers.
6/19/202049 minutes, 7 seconds
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How Pfizer Built Employee Advocacy Success From the Top-Down

Chad Parizman, the Head of Social Media & Digital Communications at Pfizer, joins the Social Pros Podcast to talk about how brands can launch a successful employee advocacy program. Please Support Our Sponsors: Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud SocialMedia.org   Full Episode Details Staff can help generate exposure for brands using their online assets, such as social media, to help increase a brand’s reach and influence. Activating employees as marketing assets in this way, can stir incredible results for your business. But where should you start with employee advocacy? Chad Parizman, the Sr Director, Digital Activation at Pfizer, believes that successful employee advocacy starts from the top-down. It’s very difficult to build employee advocacy from ‘the bottom-up.’ You really need to secure support from senior leadership to help launch and maintain a successful employee advocacy program. In this episode: 06:13 – How Pfizer’s workflow for digital content has changed in light of COVID-19 08:57 – How Pfizer’s overall view on the importance of social has adapted over the last few years 11:48 – How the leadership team at Pfizer supported the launch of the company’s employee advocacy program 12:33 - Chad shares amazing tips to help you get an employee advocacy program off the ground 15:29 – A closer look at the intersection of social and executive communications at Pfizer 20:26 – Why it’s so important to give employees a voice 22:40 – How Pfizer is using podcasting for internal communications 28:03 – How Pfizer approached external podcasts related to vaccines 37:55 – Innovative ways Pfizer uses internal podcasts Resources: Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Download Salesforce's free eBook - "50 Best Practices for Email Marketers" Learn more about Pfizer Visit SocialPros.com for more insights from your favorite social media marketers.
6/12/202049 minutes, 7 seconds
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The Truth About LinkedIn Ad Success

AJ Wilcox, Founder of B2Linked, a LinkedIn Ads-specific ad agency, joins the Social Pros Podcast to discuss how you can supercharge your next LinkedIn Ad campaign. Please Support Our Sponsors: Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud SocialMedia.org   Full Episode Details LinkedIn Ads can get your business in front of the right people, but with so much ‘best practices for LinkedIn Ads’ swarming around the internet, what advice should you listen to and what should you ignore? AJ Wilcox is a LinkedIn Ads pro and Founder of B2Linked, a LinkedIn Ads-specific ad agency. AJ is one of the most honest people in the industry and he knows exactly what you need to do to supercharge your LinkedIn Ads. His number one piece of advice? Don’t listen to LinkedIn! Their main goal is to make money and their carefully placed default suggestions will lead to unnecessarily high ad spend and not much return on investment. So, if you shouldn’t listen to LinkedIn when it comes to building your ad campaign, who should you listen to? Well, you can start by listening to this episode of Social Pros. AJ shares lots of honest advice for building successful ad campaigns on LinkedIn and as someone who has managed some of the world’s largest LinkedIn Ads accounts worldwide, his advice is golden. In This Episode 06:31 – How LinkedIn Ads compares to other platforms in terms of optimization 09:41 – Whether LinkedIn’s cost-per-click is likely to increase or stabilize 10:43 – Why LinkedIn Live is gaining a lot of traction and engagement 12:52 – A closer look at the new ad formats and purchasing options 17:15 – How LinkedIn has evolved 18:58 – How to target LinkedIn Ads 22:51 – A few of the superior calls to action you can use in LinkedIn Ads 25:40 – Why you shouldn’t listen to LinkedIn when building your ad campaign 28:21 – Who is most likely to resonate and click on LinkedIn Ads 29:46 – How to use LinkedIn to help achieve your goals (get more views on a post, find a new career, etc.) 32:30 – What your starting budget should be when leveraging LinkedIn Ads Resources: Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Download Salesforce’s e-book, ‘Einstein’s Guide to AI Use Cases’ Listen to new episodes of the Standing Ovation podcast Visit B2Linked’s website Listen to The LinkedIn Ads Show podcast Visit SocialPros.com for more insights from your favorite social media marketers.
6/5/202039 minutes, 37 seconds
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How Chipotle Got 1 Billion Views on a Single TikTok Promotion

Tressie Lieberman, Vice President, Digital Marketing and Off-Premise at Chipotle, joins the Social Pros Podcast to discuss how the popular taco and burrito chain acquired outstanding feedback and engagement from a single TikTok promotion. Please Support Our Sponsors: Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud SocialMedia.org   Full Episode Details No matter how much of a ‘social pro’ you are, you won’t get far without the help of an incredible social media team. Someone who understands this better than anyone is Tressie Lieberman, Vice President, Digital Marketing and Off-Premise at Chipotle. Tressie and her team have helped Chipotle (the masterminds behind the world’s greatest tacos and burritos) skyrocket social engagement through smart influencer marketing, active social listening and genius promotions. One of these promotions has amassed over 1.4 billion views on TikTok (yes, you read that correctly). On this delicious episode of the show, Tressie reveals the ingredients that went into creating such a wildly successful social media promotion and doesn’t hold back on sharing her best insights and tips for B2C brands who want to reach the same level of success. In This Episode 04:52 – The key role that communication plays when juggling multiple locations and employees 06:02 – How Chipotle uses social as an integral tool to learn more about their customers 08:40 – How Chipotle segment their target audiences by channel 09:39 – A look at how the social team at Chipotle operates across different channels and expertise 13:35 – What Chipotle looks for in an ‘ideal influencer’ 16:46 – How Chipotle gained 1.4 billion views for a single promotion on TikTok 24:37 – How Chipotle set up their initial colonization plan for TikTok 27:00 – How the customer service team gets involved in social 31:59 – How Chipotle’s legal team helps to guide the company in terms of contracts and other relevant factors Resources: Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Download Salesforce’s e-book, ‘Einstein’s Guide to AI Use Cases’ Listen to episode 21 of Social Pros with Joe Stupp from Chipotle Visit SocialPros.com for more insights from your favorite social media marketers.
5/29/202044 minutes, 12 seconds
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The Purdue and Don'ts for Engaging Higher Ed Students

Abby Eddy, the Assistant Director of Digital Engagement at Purdue University, joins the Social Pros Podcast to talk about how you can use social media to connect with your audience during uncertain times. Please Support Our Sponsors: Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud SocialMedia.org   Full Episode Details As we enter what is traditionally considered ‘commencement season’ for many, millions of students are finding themselves at a standstill. Lecture halls have been swapped for Zoom calls and cap and gowns have been replaced with ‘comfy clothes’ like joggers and trainers. In a world seized by a global pandemic, how are major universities dealing with the impact of COVID-19 and leveraging social to engage with Higher Ed students? Abby Eddy, the Assistant Director of Digital Engagement at Purdue University, has really perfected the university’s approach to messaging their students during this uncertain time. Abby talks about how she uses social media to bring some levity during these times by embracing pop culture in a way that is relevant to Purdue and speaks to their audience. In This Episode 04:58 – How Purdue University are using social conversations to engage with students and organize on-demand commencement 11:16 – How different departments and team members have come together to help the university communicate effectively online 13:19 – How Abby’s team manages Purdue University’s brand voice across the board 17:31 – Why it’s important to find a balance between ‘COVID-19 messaging’ Vs. more ‘cheerful’ content 22:30 – How to choose what pop culture moments to play into 23:46 – How Purdue University uses past performance data to cultivate future results 26:46 – An insight into the successful hashtag engagement campaign for the launch of the Purdue Podcast Resources: Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Download Salesforce’s free eBook - “50 Best Practices for Email Marketers” Visit Purdue University’s website Listen to the brand-new Purdue Podcast Visit SocialPros.com for more insights from your favorite social media marketers.
5/22/202038 minutes, 4 seconds
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Why a Serial Entrepreneur Mindset is Key to Social Success

Dan Phelps, Head of Social Media Marketing at Wells Fargo, joins the Social Pros Podcast to talk about the power of embracing a serial entrepreneur mindset as a social practitioner. Please Support Our Sponsors: Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud SocialMedia.org Full Episode Details The role of a social practitioner often expands beyond the realm of crafting social ads, scheduling posts, and interacting with customers on various platforms. For a lot of us, we must embrace the mindset of a serial entrepreneur and become extremely nimble and fluent in the art of…. well, selling. As Dan Phelps, Head of Social Media Marketing, Wells Fargo, articulated, it’s our responsibility as social pros to sell the idea of social to leaders that can’t grasp just how important social is in today’s world. Dan shares so many incredible perceptions with us, including how he communicates real-time social media data to make business, marketing, and communication decisions so much more powerful. In This Episode 03:24 – How Wells Fargo’s team of social professionals are dealing with the COVID-19 crisis 05:20 - How Dan’s team deal with different audiences 11:37 – How Wells Fargo’s relationship with legal changed during the coronavirus outbreak 14:39 – The process of shifting marketing messages during a crisis 18:23 – How audience interaction has changed 22:44 - How Dan and his team leverage social listening and artificial intelligence tools 31:09 – Tips to cultivate a culture where using social data plays a key role in the organization 34:57 – Advice for managing social media teams Resources: Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Download Salesforce’s e-book "Boost Sales Productivity: Get More from Your Sales Team" Check out Wells Fargo’s website Visit SocialPros.com for more insights from your favorite social media marketers.
5/15/202043 minutes, 50 seconds
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What You Must Adjust in Your Social Media in These Crazy Times

Zontee Hou, Head of Strategy at Convince & Convert and Lauren Teague, Strategist at Convince & Convert, join the Social Pros Podcast to reveal what changes you need to make in social media during these uncertain times. Please Support Our Sponsors: Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud SocialMedia.org Full Episode Details The social media landscape has changed drastically since the coronavirus spread across the world. In a short matter of time, everything has changed, including how people and brands use social media. As we continue to navigate through these uncertain times, one thing remains certain – you still need to connect with your audience. The only question that remains is how. How can you connect with your customers, prospects, partners, and team members in a pandemic? The strategy team at Convince & Convert has worked tirelessly to bring you the 11 changes you need to make to your social media strategy in these crazy times. Sharing a few key findings from this research (see links to the webinar and blog post below) are Zontee Hou, Head of Strategy at Convince & Convert and Lauren Teague, Strategist at Convince & Convert. In This Episode: 05:41 – How historical patterns of social media usage have been disrupted 08:19 – Why brands need to be more deliberate about what they post 09:24 – The importance of providing a human to human connection during these times 10:47 – What brands should be listening to right now 13:47 – How to use your social accounts to communicate necessary information with your customers 19:04 – How to approach the imagery you share on social 21:12 – How social media ads have evolved to reflect the new reality we live in 23:30 – How to inject humor and entertain audiences without crossing a line 27:50 – Why brands need to activate their influencers 30:41 – How ideal publishing times have changed during the pandemic 34:17 – Whether now is a good time to experiment with different channels Resources: Get the new State of Marketing report for free from Salesforce Download Salesforce’s 50 Best Practices for Email Marketers Read the 11 Social Media Changes to Make in a Coronavirus World blog post Watch the 11 Things You Must Adjust in Your Social Media During These Crazy Days [webinar] Visit SocialPros.com for more insights from your favorite social media marketers.
5/8/202047 minutes, 50 seconds
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What Works Now in Social Media Ads According to Big Data

R.J. Talyor, CEO and Founder of Pattern89, joins the Social Pros Podcast to discuss how you can optimize social media advertising based on real-time data. Please Support Our Sponsors: Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud SocialMedia.org Full Episode Details Tired of spending marketing dollars on under-performing ads? Wouldn’t it be great if there was a way you could predict what works and reduce wasteful marketing spend? R.J. Talyor, CEO and Founder of Pattern89, leverage AI’s power and deep dives into creative analytics to help advertisers optimize top-performing social media ads. Most marketers focus on their brand, which is understandable. However, creative is responsible for 47% of ad performance. So, it makes sense that you spend more time (and fewer dollars) optimizing the creative elements of your ads to drive the most engagement. With more data than there are stars in the galaxy, Pattern89 can predict what will work best with over 95% accuracy. Of course, the creative recipe that works for one advertiser may not work as well for the next. But that doesn’t mean you can’t use data and artificial intelligence to predict what will work, optimize ads, and get more clicks. In This Episode: 04:10 – How Pattern 89 uses AI to predict the success of social media ads 07:06 – Why you can’t always depend on best practices to work for every brand 09:30 – Surprising usage data that has been released amidst the COVID-19 crisis 16:15- How companies are shifting their marketing spend in the middle of this pandemic 18:42 – How ideal publishing windows have changed 23:09 - What the data from Pattern89 tells us in terms of marketing messages as we transition to a ‘new normal’ 31:13 – What type of ads and ad formats are performing best right now 34:36 – How AI has improved dramatically in just 18 months Resources: Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Take Salesforce’s quiz to identify the best AI use case for you! Learn more about Pattern89 Listen to ep.351 of Social Pros with R.J. Talyor Visit SocialPros.com for more insights from your favorite social media marketers.
5/1/202042 minutes, 16 seconds
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How Johnsonville Makes the Social Media Sausage

Stephanie Dlugopolski, Sr. Public Relations & Social Media Manager at Johnsonville Sausage, joins the Social Pros Podcast to talk about their delicious social media strategy, the power of social listening, and so much more! Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud My Emma Full Episode Details It wasn’t so long ago that social practitioners around the world had their content calendars planned out weeks, if not months in advance. Then, something that nobody could have predicted happened – a global pandemic landed right on our doorsteps and threw a wrench in our plans. It sucks, but this is the current reality we all face. The truth is that the social content you may have needed pre-pandemic may not be the same content that you need going forward. Stephanie Dlugopolski, Sr. Public Relations & Social Media Manager at Johnsonville Sausage, has shifted the focus of her team’s content and leveraged the power of social listening to answer her customer’s most pressing questions during the COVID-19 crisis. Stephanie shares how you can use data from social listening insights and leverage it with other parts of your organization. She challenges you to think about how you can reach your customers with the right message in the right places where they’re spending most of their time on social. In this episode:  04:10 – How Johnsonville Sausage’s social team are structured 06:19 – How Stephanie’s team strategizes seasonal content 07:52 – Why you should consider audience segmentation when it comes to your social media strategy across different platforms 11:38 – How to use and leverage user-generated content 13:58 – The power of social listening and using it to better understand your customers 18:40 – How Johnsonville Sausage’s publishing schedule and demand has shifted due to the pandemic 21:23 – Whether it’s time for brands to take on a larger societal role 24:49 – How sponsorships have helped Johnsonville Sausage build brand awareness 29:45 – How Stephanie’s background in journalism has aided her role in social 37:14 – What to consider when thinking about regional brand expansion Resources: Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Grab Salesforce’s free e-book, ’50 Social Media Best Practices’ Check out Johnsonville Sausage’s company website Follow Johnsonville Sausage on Facebook! Visit SocialPros.com for more insights from your favorite social media marketers.
4/24/202042 minutes, 59 seconds
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How to Optimize Impact of Social Media Visuals

Dustin W. Stout, the Founder of SoVisual.co, joins the Social Pros Podcast to talk about what makes people want to engage with visuals on social media and the importance of having a message before you create any graphics. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud My Emma Full Episode Details Is there anything more terrifying than staring at a blinking cursor on a blank screen? As social practitioners, we’ve all felt the intimidation of a blank screen in some way or another. The everyday grind of a social media manager is tough. Crafting content that captures attention and fosters engagement isn’t always easy. This intense pressure to continuously churn out incredible content day in, day out, can drain the creative energy out of you and even lead to burning out. Dustin W. Stout, the Founder of SoVisual.co, understands this struggle. His team of world-class designers and copywriters produce monthly content to help take the pressure off social practitioners. These “social packs” are filled with a month’s worth of engaging content and on this episode of Social Pros, we dive into these social packs and tap into Dustin’s unique insight into what works and what doesn’t when it comes to social media imagery. In this episode:  03:43 – How SoVisual’s social packs work 13:19 – What works and what doesn’t work when it comes to social media imagery 15:32 – Why polished photography tends to be less effective on social media 18:16 – How Dustin keeps his finger on the pulse of what’s working 20:50 – Tips to help you improve typography on social media graphics 25:00 – Why you always need to start with a message before you can communicate that message on a visual 27:47 – The biggest mistakes social pros make with their published content 30:18 – Changes that Dustin would love to see social networks make 33:21 – How often brands should post on social media Resources: Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Download Salesforce’s free e-book, 50 Social Media Best Practices Find out more about SoVisual.co and their amazing social packs Check out Dustin’s website Read Dustin’s awesome social media, blogging, and design blog Visit SocialPros.com for more insights from your favorite social media marketers.
4/17/202041 minutes, 54 seconds
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2020 YouTube Success Formula is Different Than You Think

Owen Hemsath, the Founder of Owen Video, joins the Social Pros Podcast to discuss practical ways to help you create better video content and grow on YouTube. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud My Emma Full Episode Details Do you want to grow on YouTube? If you’re someone who wants to attract more viewers, more subscribers, and more engagement, you’ve got to optimize your videos for watchability. Owen Hemsath, the Founder of Owen Video, reveals that one of the biggest mistakes social practitioners make with their video content is that they’ve got tunnel vision for search engine optimization. They’re so focused on optimizing their video content to please the Google gods that they forget to optimize them for the audience that actually matters – humans. Owen claims that recurring episodic content is hard-wired into the human brain. So, if you want to make YouTube videos, or you want to grow an existing channel, you’ve got to create watchable and binge-worthy videos that present you as an expert and speak to a wider audience. In this episode:  06:44 – Why more brands need to focus on optimizing video content for watchability 09:27 – Why most people fail on YouTube 13:09 – How to build episodic shows that perform well on YouTube 16:27 – Why episodic video content also works on other social media platforms 20:00 – How the subscriber value has decreased significantly 27:30 – How important velocity is within the first hour of publishing your video on YouTube 31:29 – How to move people from other social media channels to YouTube 35:20 – The role that live videos should play in your video content strategy 39:40 – A look inside the 4-step process of video production Resources: Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Download Salesforce’s free e-book, 50 Social Media Best Practices Subscribe to Owen Video’s YouTube Channel Learn more about The Video Marketing School Find out more about Marcus Lemonis Check out the video editing company, Video Husky Visit SocialPros.com for more insights from your favorite social media marketers.
4/10/202047 minutes, 11 seconds
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How to Shift Crisis Communications in the Middle of a Crisis

Steve Kearns, LinkedIn’s Social Media Lead, joins Social Pros to discuss how brands and social practitioners can navigate through the coronavirus (COVID-19) crisis. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud My Emma Full Episode Details The coronavirus (COVID-19) crisis has impacted all of our lives and all of our businesses in what feels like a very short time frame. Companies and social practitioners alike are modifying their contingency plans at lightning speed as the outbreak continues to uproot the status quo. So, how can social practitioners and businesses confidently shift crisis communications in the middle of a crisis? LinkedIn’s Social Media Lead, Steve Kearns, shares some amazing advice on crisis communication tools and frameworks to help you navigate through the coronavirus (COVID-19) crisis. Steve emphasized the importance of pausing to think about what you’re saying on social. He reminds all of us to pause before we press send and think about why they would care and why they would share? In this episode:  06:42 – Changes that LinkedIn has witnessed amidst the COVID-19 crisis 08:49 – The evolution of marketing and communications on LinkedIn 12:36 – Leveraging LinkedIn to communicate with your ideal customers 14:40 – The importance of self-awareness when managing a social media platform on behalf of a brand 18:47 – How LinkedIn’s workflow has changed as a result of the coronavirus crisis 23:42 – What agency partners can do to help support the brands and companies they work with during this time 28:27 – How virtual events can help you communicate and engage with your audience 32:57 – How you can measure social media performance differently during a crisis Resources: Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Download Salesforce’s free e-book, 50 Social Media Best Practices Connect with Steve on LinkedIn Read Michelle Obama’s book, Becoming Visit SocialPros.com for more insights from your favorite social media marketers.
4/3/202046 minutes, 36 seconds
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How Social Media Can Breed Disruptive Thinking

Jeremy Gutsche, the CEO of Trend Hunter, joins the Social Pros Podcast to challenge social practitioners to stop repeating past decisions and embrace disruptive thinking. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud My Emma Full Episode Details As a social practitioner, you’re likely wearing two hats. One as a strategic thinker and the other as a creative innovator, constantly searching for new ideas and different paths that will warrant even more success. New York Times bestselling author, keynote speaker, and the CEO of Trend Hunter, Jeremy Gutsche, is challenging the way social practitioners think. If you want to acquire truly spectacular results, you can’t keep repeating past decisions like a broken record. You need to branch off from the familiar, safe, and comfortable, to recognize the great opportunities within your grasp. Disruptive thinking is the secret to innovation and change. If you want to be remembered and avoid falling off the social radar, which is astonishingly easy to do by the way, you’ve got to embrace disruptive thinking and you’ve got to invoke emotion. In This Episode: 05:00 – What Trend Hunter is and why Jeremy started the company 08:34 – How we can force ourselves to create disruption 14:03 – Tips to help you break free from the traps that limit your ability to invoke change 17:12 – How Jeremy missed the opportunity for Trend Hunter to be ‘the next Pinterest’ before Pinterest took off 25:05 – What distinguishes an experiment from a trend 27:33 – Does AI gives us more opportunities to be innovative or does it shield us from innovative thinking? 29:14 – How you can foster your creative skills 31:40 – Creating content that evokes the right response from the right audience Resources: Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Download Salesforce’s FREE e-book, 50 Social Media Best Practices Read Jeremy’s new book, Create the Future Check out Trend Hunter   Visit SocialPros.com for more insights from your favorite social media marketers.
3/27/202041 minutes, 51 seconds
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How FedEx Dominates in Social Media by Getting Specific

Alex Shockey, the Global Social Media Manager at FedEx, joins the Social Pros Podcast to discuss the structure and strategies of the tiny but mighty social media team at FedEx. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud My Emma Full Episode Details Social media is constantly changing. We know this to be true and yet so many brands struggle to keep up. If successful brands on social have taught us anything it’s that you must embrace change and evolve how you’re structured to meet the needs of social media. This is just one of the takeaways from this episode of the Social Pros Podcast with Alex Shockey, the Global Social Media Manager at FedEx. Alex perfectly articulates the speed of social media’s evolution and focuses on the importance of identifying conversations on social and finding new ways to bring them to the surface in strategic ways. As Alex accurately points out, social media is often a soapbox for people to share their opinions. With 7,000+ FedEx mentions per day, Alex shares how she and her team capitalize on these stories and reveals what makes some social mentions worth bringing to the attention of their audience. In This Episode: 04:28 – A peek inside Alex’s role as Global Social Media Manager at FedEx 09:58 – How FedEx’s social media team is structured 12:51 – How social conversations have shaped FedEx’s social media strategy 16:20 – How social chatter has shifted and evolved across different social media platforms 18:56 – How to implement positive customer stories about team members and your brand in social strategies 24:50 – How the FedEx social media team works with other departments within the organization 31:30 – Tips for tracking the performance of a social media team Resources: Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Download Salesforce’s free e-book, 50 Social Media Best Practices Visit FedEx’s website Read Alex’s children’s book ‘This is Ole Miss’ (illustrated by Holly B. Johnson) Visit SocialPros.com for more insights from your favorite social media marketers.
3/20/202042 minutes, 36 seconds
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How to Use Authenticity and Become a TikTok Influencer

TikTok influencer, Maggie Thurmon, joins the Social Pros Podcast to discuss how brands can create content that resonates with audiences on TikTok. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud My Emma Full Episode Details With over one billion users, TikTok is undoubtedly having its moment in the spotlight. While the majority of its users may be dancing teenagers, a lot of brands are embracing the rather youthful social media platform and gaining plenty of traction. However, if you really want to understand the ins and outs of TikTok, you’ve got to learn from the best. TikTok influencer, Maggie Thurmon, is a high school senior with over 700k followers on the platform and 17.9M likes (and growing). So, what’s her secret to success? Maggie claims it’s all about listening to your community and “taking what your followers say and running with it.” Maggie is taking the TikTok world by storm and shares some incredible insights on how to be a great content creator on this platform and how brands like yours can resonate with TikTok users. In This Episode:  04:10 – How Maggie grew her TikTok following to 700k+ 05:14 – How trending challenges work in TikTok 07:34 – How Maggie and her dad have worked together to create viral content 10:20 – The importance of being conscious of your audience and creating content that they can watch and resonate with 12:42 – How to build an audience on TikTok 21:33 – Why it’s so important to be authentic and genuine 23:09 – What type of content works best on TikTok 29:38 – How to balance content creation fatigue with other responsibilities 34:17 – Tips for planning new video content Resources: Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Download Salesforce’s free e-book, 50 Social Media Best Practices Follow Maggie Thurmon on TikTok Kevin Hart’s TikTok Visit SocialPros.com for more insights from your favorite social media marketers.
3/13/202040 minutes, 33 seconds
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Psychology Shows Why Social Media Often Fails

Jonah Berger, Marketing Professor at The Wharton School, joins the Social Pros Podcast to talk about how you can become a catalyst for change and leverage the power of understanding behavioral science to change anyone’s mind. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud My Emma Full Episode Details Whether you want to convince customers to buy from you, transform an organization, or get more engagement on social, everyone has something they want to change. But… creating change isn’t always easy. Pushing for change usually evokes a push back. When you tell someone to do something, they usually do the exact opposite. Think of what happens when you ask your kids to do the dishes, clean their bedrooms, or put their phone away at the dinner table. Chances are, they’ll ignore you completely, or at the very least, put up a fight about it. However, creating change is possible. You just need to learn how to become a catalyst for the type of change you want to evoke in the world. Jonah Berger, Marketing Professor at The Wharton School, has discovered a better way to catalyze change and shares his findings with us on this eye-opening episode of Social Pros. In This Episode:  03:39 – Why Jonah wrote his latest book, The Catalyst 06:47 – Why you need to understand the barriers that stop your audience, client, boss, etc. from changing their mind 08:44 – The psychological reason why humans are so resistant to change 14:02 – How the endowment effect impacts our willingness to get rid of something that’s ‘old’ and/or familiar to us 18:52 – How communications can actually increase opposition 21:37 – How to use the ‘Asking for Less’ strategy to change people’s minds 27:20 – How to overcome the uncertainty that leads people to hit the pause button 31:26 – How we can become more receptive to the right kind of change Resources: Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Download Salesforce’s free e-book, 50 Social Media Best Practices Read Jonah’s new book, The Catalyst: How to Change Anyone’s Mind Visit Jonah’s website to learn more about him and his books, resources, etc. Visit SocialPros.com for more insights from your favorite social media marketers.
3/6/202045 minutes, 34 seconds
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How 130,000 RE/MAX Agents Use Social Media

Kayla Roofe, the Sr. Social Media Manager at RE/MAX LLC, joins the Social Pros Podcast to talk about how digital and social have changed the real estate industry. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud My Emma Full Episode Details Buying a home is a huge expense. For most people, purchasing a property to call home is the largest investment they will ever make. The way we browse for the perfect home has changed a lot since the good old days of newspaper listings and real estate drop-ins. Nowadays, you can search and potentially find your dream home from the comfort of your couch (or wherever you happen to be). Kayla Roofe, the Sr. Social Media Manager at RE/MAX LLC, leverages social media to broadcast new listings and ultimately, sell more houses. She works with a staggering 130,000 RE/MAX agents from all over the world. Aligning that many team members around social and making sure that they’re doing it ‘right’ has got to be one of the most difficult jobs out there. Thankfully, Kayla is a social pro herself and doesn’t hold back when it comes to sharing the best tips for selling something as expensive and potentially life-changing as a brand-new home. In This Episode:  04:28 – How RE/MAX’s social team is structured worldwide 06:30 – A look inside RE/MAX’s social media strategy 08:24 – How social media has disrupted the real estate industry 12:37 – How real estate agents can use social media in the “right way” 14:53 – Key metrics Kayla uses when working with agents to help them improve their social media strategies 19:03 – How RE/MAX streamlines social content production across different franchisees 22:03 – How RE/MAX use influencers to help build credibility with their audience 25:13 – The importance of offering good customer service on social media 30:04 – How Kayla coordinates with the CEO Resources: Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Download Salesforce’s free e-book, 50 Social Media Best Practice Start your property search with RE/MAX Listen to the ‘Start With A Win’ podcast Visit SocialPros.com for more insights from your favorite social media marketers.
2/28/202041 minutes, 43 seconds
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If LinkedIn is Salad Do You Need More Roughage?

Anthony Juliano, the Vice President/General Manager of Asher Agency, joins Social Pros to talk about his philosophy for succeeding on LinkedIn. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud My Emma Full Episode Details If social media is a buffet, Facebook, Instagram, TikTok, and Snapchat are the desserts while LinkedIn is the leafy green salad that we’re not overly excited to sink our teeth into. People love spending time on the ‘candy platforms’ but they usually don’t consume as much “salad” as they should. Anthony Juliano, the Vice President/General Manager of Asher Agency, states that people don’t love spending time on LinkedIn as much as they enjoy spending time on other platforms. When people go on LinkedIn, they usually get what they need, get out, and get on with their day. However, Anthony argues that compared to other social media networks, LinkedIn has the most untapped potential for the largest number of professionals. Thankfully for Social Pros listeners, Anthony is a seasoned trainer on a variety of social media topics, with a specific focus on LinkedIn. In This Episode:  04:30 – How the demand for LinkedIn courses and programs amplified over time 06:25 – How teaching methods change depending on the audiences’ relationship with social media 08:01 – How social media is becoming more of a universal skill across different industries 10:42 – Anthony’s philosophy of LinkedIn for business and B2B 12:30 – How to leverage LinkedIn and the importance of consistency 14:33 – Why LinkedIn has become more relevant today than it was a decade ago 16:30 – How marketers have changed the way they use LinkedIn 19:21 – Tips for creating successful newsfeed content on LinkedIn 25:36 – Why you should focus less on the length of your posts/captions and more on the strength of your story Resources: Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Download Salesforce’s free e-book, 50 Social Media Best Practices Learn more about Asher Agency Visit SocialPros.com for more insights from your favorite social media marketers.
2/21/202033 minutes, 34 seconds
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Why Passion is the Number One Ingredient for a Social Media Manager

Bari Rosenstein, the Social Media Manager at Honest Tea, joins the Social Pros Podcast to talk about providing her audience with a personable and personalized experience on social media. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud My Emma Full Episode Details Having a passion for our roles as social media practitioners is what keeps us motivated to keep doing what we’re doing. Without passion, you can’t succeed in your role because passion is the fuel that drives success. Bari Rosenstein, the Social Media Manager at Honest Tea, loves the brands she represents on social. She responds to each message and interaction herself, giving Honest Tea’s audience a very personable and personalized response every time. There are no robots involved and it’s this personal touch and honesty that helps to make Honest Tea such an approachable brand. Bari’s genuine passion and authenticity for her role as Social Media Manager is palpable. She’s bursting with enthusiasm and leverages her knowledge of the space and awareness of how the craft of social media is changing to demonstrate the importance of believing in social if you really want to succeed on social. In This Episode:  05:14 – How Bari’s role is structured within the giant Coca Cola ecosystem 10:12 – How to embed enthusiasm and authenticity in other team members across different departments 12:14 – How Bari uses UGC to increase social engagement 15:15 – How Honest Tea looks at social from a scorecard standpoint 17:09 – A look inside Honest Tea’s social media content calendar 18:14 – Tips to break out of a very social-driven role and branch out to other areas of the business 21:46 – How Bari handles social customer care 29:57 – Using different social media platforms to reach different demographics 33:18 – How Honest Tea use celebrity influencers to help market their brand Resources:  Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Download Salesforce’s State of the Connected Customer Report Find out more about Honest tea Visit SocialPros.com for more insights from your favorite social media marketers.
2/14/202041 minutes, 28 seconds
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Is Social Media Making You a Better Person?

Scott Stratten, President of UnMarketing Inc., joins the Social Pros Podcast to discuss his new book, The Jackass Whisperer, and reveals what you can do to silence the jackassery you experience at work, at home, and online. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud My Emma Full Episode Details The world of social is filled with jackassery. Beneath almost every post, tweet, caption, and video, you’ll uncover an infinite pool of vile comments left by faceless individuals we like to call trolls. It’s time for a jackass rebellion. Sure, it’s almost impossible to escape jackasses at work, at home and online, but that doesn’t mean you can’t help to stop the worldwide jackassery epidemic. As Scott Stratten points out, if we want to stop some of the jackassery, we need to start by looking in the mirror. In his new book, The Jackass Whisperer, Scott spills the hard truth - If you can’t spot the Jackass next to you or anywhere you happen to be present, then the Jackass is probably you. We create our own noise and we have to be the change we want to see in the world, both offline and online. In This Episode:  03:59 – Scott breaks down the concept behind his new book, The Jackass Whisperer 08:09 – Whether social media creates or exposes jackasses 10:51 – How social has made us both better and worse people 15:37 – A few of Scott’s favorite ‘jackass moves’ on social media 17:29 – How jackassery levels differ across different social media platforms 27:40 – Why silence is one of the biggest jackass moves 30:26 – Tips for dealing with online jackassery Resources:  Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Download Salesforce’s State of the Connected Customer Report Read Scott Stratten’s new book, The Jackass Whisperer: How to deal with the worst people at work, at home and online – even when the jackass is you Learn more about Unmarketing Visit SocialPros.com for more insights from your favorite social media marketers.
2/7/202040 minutes, 32 seconds
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Using Creativity to Dominate Linkedin Video

Allen Gannett, the Founder of TrackMaven and author of ‘The Creative Curve,’ joins the Social Pros Podcast to talk about how creativity is a learnable skill, the resurrection of organic social, and how to dominate LinkedIn video. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud My Emma Full Episode Details Success on social media has a lot to do with timing. Creativity is one thing, but you also need to consider the rate at which people consume content in each social platform as it correlates with the rate of change of that platform. Founder of TrackMaven, Allen Gannett, articulates it perfectly when he said that to be successful on any social media channel, you must be a citizen of that channel. What you post on Instagram isn’t going to work on Twitter. It doesn’t work like that anymore. You need to understand the subculture of the social channels that you frequent and pay attention to the timing of your schedule cycle. As the pendulum swings back to organic social, brands have a unique opportunity to get ahead of the curve and make organic social work for them. But, you’ve got to be very channel-specific and not afraid to color outside the lines. Allen believes that creativity is a learnable skill, which means if you’re willing to put the work in, you could be well on your way to becoming a mighty social pro. In This Episode: 03:52 – What TrackMaven’s data reveals about paid social vs. organic social 09:19 – Why you need to consider the pace of change in social media and how it relates to what you post, and when you post it 11:33 – Why you need to be a citizen of whatever social platform you’re using 16:46 – The importance of being authentically human on social 17:48 – Why creativity should be seen as a learnable skill 27:19 – How Allen uses episodic video content on LinkedIn 29:56 – A look inside Allen’s content publishing schedule and best practices for pleasing LinkedIn’s algorithm Resources:  Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Read Salesforce’s FREE e-book, 50 Social Media Best Practices Learn more about TrackMaven and how it can help you analyze marketing performance across every channel Read Allen Gannett’s book, The Creative Curve Visit SocialPros.com for more insights from your favorite social media marketers.
1/31/202044 minutes, 12 seconds
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How to Decentralize Social Media Execution to Add Authenticity

Ovi Vitas, EVP, Chief Brand & Digital Officer of Marriott Vacations Worldwide, joins the Social Pros Podcast to talk about his unrelenting focus on customer experience and how to use ‘Social Champions’ to decentralize social media execution and add authenticity. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud My Emma Full Episode Details When your company is under the umbrella of a ‘mother company,’ how can you communicate that on social media whilst retaining and showcasing the differentiated experience your brand provides customers? This is often top of mind for Ovi Vitas, EVP, Chief Brand & Digital Officer of Marriott Vacations Worldwide, who takes a decentralized approach to the content that’s created and shared on social. To showcase a property-by-property experience, Ovi and his team have identified people from each location to be crowned ‘Social Champion.’ It’s this unique approach to decentralizing social media execution that has empowered people at each location to create incredible social media content. By following an enterprise set of guidelines, these ‘Social Champions’ play a key role in helping Marriott Vacations Worldwide add real authenticity to their social content. In This Episode: 05:26 – What brands can learn from Marriott Vacations’ unrelenting focus on customer experience 08:22 – How to use social media to market a ‘high-end’ product 11:25 – How “Social Champions” help Marriott Vacations Worldwide showcase the authentic uniqueness of 60+ properties 18:28 – How modern technology has aided our ability to decentralize social media execution 23:53 – Why it’s important to focus on brand reputation management while remaining transparent 29:48 – How the timeshare aspect of Marriott Vacations Worldwide works and what they’re doing to improve the customer experience 33:53 – Why brands need to listen to what customers are saying on third-party online communities Resources: Get the new State of Marketing report for free from Salesforce here Find out more about the community at SocialMedia.org with a special form for Social Pros listeners here Learn how to use Emma to help you design and create emails that your subscribers can’t resist Download Salesforce’s free e-book, 50 Social Media Best Practices Find out more about Marriott Vacations Worldwide Read Jay’s book, Hug Your Haters: How to Embrace Complaints and Keep Your Customers Visit SocialPros.com for more insights from your favorite social media marketers.
1/24/202047 minutes, 54 seconds
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How to Spot Social Media Fads vs. Trends

Rohit Bhargava, the Founder & Chief Trend Curator of Non-Obvious Company, joins the Social Pros Podcast to discuss the difference between fads and trends and what ‘megatrends’ have the power to change your business and propel your career. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud My Emma Full Episode Details Can you predict what’s going to be a trend or a fad? Social media trends tend to have a much longer lifespan than fads. The last thing you want to do as a social media practitioner is to invest too much time in to something that turns out to be a ‘flash in the pan.’ So, what’s the difference between a fad you should ignore and a trend worth pursuing? Rohit Bhargava, Founder & Chief Trend Curator of Non-Obvious Company, wrote many books on the subject, including his most recent title, ‘Non-Obvious Megatrends.’ Exploring its pages uncovers mega trend predictions that are likely to shape our world in the coming decade. Together, we dive into these megatrends, revealing what others miss and unlocking the key to growing your business into the next decade. If you want to keep up with the ever-changing world of social, you absolutely need to know about these all-important megatrends that have the power to change your business and propel your career beyond expectations. In This Episode: 02:49 – Why it’s so important to think for yourself and why you should pay attention to existing megatrends 09:34 – An insight into the five mindsets of non-obvious thinkers 11:24 – How to identify social media fads vs trends 14:35 – Understanding the amplified identity mega trend and how it impacts us as social practitioners 21:22 – How to survive in an information economy and the rise of ‘attention wealth’ 23:27 – How to strategically supply instant knowledge to your customers 29:01 – The rise and fall of trends from previous years including the downfall of crowdsourcing 31:34 – Why more B2B brands and marketing leaders need to take a more human-centric marketing approach Resources: Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Read Rohit Bhargava’s new book, Non-Obvious Megatrends: How To See What Others Miss and Predict The Future Learn more about Rohit and the Non-Obvious Company Visit SocialPros.com for more insights from your favorite social media marketers.
1/17/202048 minutes, 44 seconds
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Burnout is Real Among Social Media Managers

Social Media Professional and Co-Founder of 1909 DIGITAL, Lori Byrd-McDevitt, joins the Social Pros Podcast to discuss the reality of burnout in the social media manager community and what we can do to prevent it. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Emma Full Episode Details The life of a social media manager can be demanding to say the least. The role entails more than simply updating the company’s social media channels. And, around the clock monitoring paired with a growing list of responsibilities stirs up the perfect recipe for burnout. Despite all of this, a lot of people (even the ‘higher-ups’ in a business) tend to disregard and overlook the Herculean effort that social media managers perform on a daily basis. The unspoken truth is that social media practitioners have to constantly prove themselves and their strategies. Everything they do is under constant scrutiny and the tremendous pressure is enough to trigger burnout. Social Media Professional and Co-Founder of 1909 DIGITAL, Lori Byrd-McDevitt, isn’t afraid to talk about burnout in the social media managers community. Not just that, but she helps thousands of social media professionals focus on self-care and preventing burnout before it strikes through her Museum Social Media Managers Facebook Group. As Lori pointed out, “You can’t unburn burnt toast.” In other words, we need to work together to prevent burnout, which is quickly becoming a wider social media manager problem. In This Episode: 05:04 – How social media for museums differs from other companies 08:50 – How museum executives tend to view the role of social media 11:05 – How the Museum Social Media Managers Facebook Group evolved over time 14:02 – How to balance and integrate various goals into a social media program 16:37 – The reality of burnout in the social media manager community 23:35 – Self-care tips to help you avoid burnout 32:11 – Useful tips around Facebook group administration Resources Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Read Salesforce’s FREE e-book, 50 Social Media Best Practices Discover how Emma can help you reach your email marketing goals Read Ella Dawson’s article – There Is No Cure For Burnout Learn more about Dr. Zubin Damania’s views on burnout in the healthcare industry – It’s Not Burnout, It’s Moral Injury Check out Lori’s Museum Social Media Managers Facebook Group Find out how 1909 DIGITAL can help you build an authentic marketing plan Read, ‘Objective Lessons: Self Care for Museum Professions’ Visit SocialPros.com for more insights from your favorite social media marketers.
1/10/202041 minutes, 15 seconds
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How to Use Social Media to Create a Fanocracy for your Brand

David Meerman Scott, Business Growth Strategist, joins the Social Pros Podcast to discuss how brands can leverage social media to build a ‘Fanocracy’ for themselves. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Full Episode Details In a world where word-of-mouth can make or break a brand’s success, creating die-hard fans might be the revolutionary growth strategy brands are searching for. The legendary Business Growth Strategist, David Meerman Scott, believes that fans are the most powerful marketing force in the world. His new book, Fanocracy: Turning Fans into Customers and Customers into Fans, explores fandom culture and discloses how businesses can grow by cultivating their own ‘fanocracy.’ Mastering the art of selling to your customers is one thing. But, if you want to build a loyal fan base of passionate customers, you need to understand how to harness the power of fandom. This means you need to work on fostering meaningful connections with your customers and only then, will you be able to successfully create an indestructible fanocracy for your brand. In This Episode: 04:38 – What a fanocracy is and why your brand needs one 07:47 – The importance of building human connections with your fandom 11:42 – What’s really going on in our brains when we develop true human connections 15:44 – How to leverage visual social media content to create strong emotional connections with people 18:40 – How to build fans for life – tips and insights from David’s new book, Fanocracy 32:22 – How to get team members involved in creating a fandom for your business 37:18 – How the fan movement has impacted PR and social Resources Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Download Salesforce’s FREE e-book - 50 Social Media Best Practices Read David’s new book, Fanocracy: Turning Fans into Customers and Customers into Fans Check out David’s book, New Rules of Marketing and PR Read David’s book, Newsjacking: How to Inject your Ideas into a Breaking News Story and Generate Tons of Media Coverage Visit SocialPros.com for more insights from your favorite social media marketers.
1/3/202048 minutes, 5 seconds
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Secrets to Success When Publishing Content on LinkedIn

Amber Naslund, the Senior Content Consultant at LinkedIn, joins the Social Pros Podcast to discuss the secrets of LinkedIn’s algorithm and reveals what content works best on the platform. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud My Emma   Full Episode Details What content works best on LinkedIn? Should you keep your messages polished and professional? Or, is it better to pull back the curtain and give people a glimpse into your personal life? Amber Naslund, the Senior Content Consultant at LinkedIn, reveals that LinkedIn has moved beyond its historic white shirt and tie narrative towards a more vibrant and personal experience. If you want your content to gain traction on this platform nowadays, you’ve got to be consistent. This means you need to show up on a regular and predictable basis in the form of smaller pieces of digestible content. There’s no doubt that LinkedIn is growing in importance but if you want to get more eyes on your content, you need to know how the algorithm works. What’s more, you need to know what type of content you should be publishing on LinkedIn for the best engagement and results.   In This Episode: 04:50 – How brands and businesses can work with Amber’s team 09:40 – How the audience of the LinkedIn user is changing 11:45 – Why episodic content works so well on LinkedIn 16:31 – How LinkedIn’s narrative arch has evolved 19:44 – Best practices for utilizing LinkedIn Live 21:45 – Tips for playing the ‘algorithm game’ on LinkedIn 27:25 – How to structure your social content team 30:28 – Customer social service strategies to use on LinkedIn   Resources Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Grab Salesforces FREE e-book, ’50 Social Media Best Practices’ Learn how Emma can help you improve your email marketing campaigns Discover how LinkedIn’s algorithm works Read The NOW Revolution   Visit SocialPros.com  for more insights from your favorite social media marketers.