Social Pros Podcast (Convince & Convert)

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With new algorithms popping up every other day, there’s a lot to consider when engaging audiences on social. It’s no longer just about how many likes or shares a post gets. It’s about monitoring how you're perceived in the industry and the world.

If there’s one person who understands this well, it’s Kate Winick, the Senior Director of Social Media at Peloton. She joins Social Pros to share some insights into how things work behind the scenes at Peloton and how the team manages to engage such a large audience.

Kate also tells us how Peloton maintains the balance between giving its instructors creative freedom and fostering brand integrity. There’s even a little bit on some of the most highly underrated metrics social pros should be looking out for today. So, this is an episode you don’t want to miss!

In This Episode:

• 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.

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.  

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If you’re not following Northeast Ohio Regional Sewer District on Twitter, you’re missing a trick. The organization has a following of over 35,000, which has grown through its unique and hilarious social approach.  

We had to invite their Communications Manager, John Gonzalez, onto Social Pros to hear his top tips and tricks. 

John explains the challenges he has faced in making a sewer district exciting on social and discusses how his job plays out day-to-day. 

Plus, he reveals top tips on building human connection through adding personality to your content and staying on top of trends. If you’re looking to grow a unique, relatable brand on social, you’re in the right place. 

In This Episode: 

• 4:23 – Introducing John Gonzalez 
• 5:40 – What is Northeast Ohio Regional Sewer District? 
• 6:30 – John outlines his role 
• 8:39 – How John stays ‘human’ on social 
• 12:09 – Cultivating and nurturing a community of active followers 
• 14:53 – Earning leaders’ trust for a unique social approach 
• 17:45 – Gaining freedom and creativity for social 
• 22:39 – John’s content creation process 
• 25:35 – Did John always use Twitter? 
• 26:45 – Does John ever switch off?! 
• 27:56 – How NE Ohio Regional Sewer District approach other platforms? 
• 30:14 – Creating social content without expectation 
• 33:00 – John explains his campaign 
• 39:23 – John Gonzalez’s top tip for social pros 

Resources 

• Get the new State of Marketing report for free from Salesforce 
• Schedule a consultation with ICUC 
• Grab your free Social Media Audit Bundle 
• Connect with John on LinkedIn 
• Follow John on Twitter 
• Northeast Ohio Regional Sewer District website  

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

Stephanie Ramirez, Senior Data Analytics & Insights Lead at Lyft, joined the Social Pros podcast to share how you can approach social with “good energy.”

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In this saturated social media world we live in, brands are always looking for new ways to stand out. Our guest this week, Stephanie Ramirez, Senior Data Analytics & Insights Lead at Lyft, says there’s no perfect recipe, but focusing on authenticity and good energy is the best route to take.

Stephanie hops on Social Pros this week to share her top social tips and explain how she is helping Lyft drive organic social with data and heart.

Stephanie explores the important role data plays in building a strong social media strategy or campaign. In her view, data is crucial to the decisions you make, but you should pair that up with relatability to drive organic social and push your brand into the spotlight.

In This Episode:

• 05:02 – When did Stephanie get into data & analytics?
• 07:58 – What tools does Stephanie use?
• 09:20 – How Lyft use data in their brand strategy
• 14:18 – Lyft’s ‘favorite’ metrics
• 15:41 – Lyft x Wienermobile
• 18:54 – How TikTok is used at Lyft
• 21:32 – Understanding TikTok from a data perspective
• 24:17 – Does authenticity spark community engagement for Lyft?
• 27:09 – Stephanie’s surprise social moments
• 30:48 – Advocating your content – with proof
• 33:49 – How Lyft keep up with the 24/7 nature of social
• 36:37 – Stephanie’s advice for budding social pros

Resources

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

Abby Eddy, the Assistant Director of Digital Engagement at Purdue University, joins the Social Pros Podcast to talk about how you can use social media to connect with your audience during uncertain times.

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SocialMedia.org

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As we enter what is traditionally considered ‘commencement season’ for many, millions of students are finding themselves at a standstill. Lecture halls have been swapped for Zoom calls and cap and gowns have been replaced with ‘comfy clothes’ like joggers and trainers.

In a world seized by a global pandemic, how are major universities dealing with the impact of COVID-19 and leveraging social to engage with Higher Ed students?

Abby Eddy, the Assistant Director of Digital Engagement at Purdue University, has really perfected the university’s approach to messaging their students during this uncertain time. Abby talks about how she uses social media to bring some levity during these times by embracing pop culture in a way that is relevant to Purdue and speaks to their audience.

In This Episode

• 04:58 – How Purdue University are using social conversations to engage with students and organize on-demand commencement
• 11:16 – How different departments and team members have come together to help the university communicate effectively online
• 13:19 – How Abby’s team manages Purdue University’s brand voice across the board
• 17:31 – Why it’s important to find a balance between ‘COVID-19 messaging’ Vs. more ‘cheerful’ content
• 22:30 – How to choose what pop culture moments to play into
• 23:46 – How Purdue University uses past performance data to cultivate future results
• 26:46 – An insight into the successful hashtag engagement campaign for the launch of the Purdue Podcast

Resources:

• Get the new State of Marketing report for free from Salesforce
• Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
• Download Salesforce’s free eBook - “50 Best Practices for Email Marketers”
• Visit Purdue University’s website
• Listen to the brand-new Purdue Podcast

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

Jon Loomer, Owner of Jon Loomer Digital, is on the Social Pros podcast to talk all about the future of advanced Facebook advertising. 

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Jon Loomer, Owner of Jon Loomer Digital, joins the Social Pros podcast to share some of his words of wisdom and advice for those looking to take Facebook ads to the next level.

With the recent Facebook to Meta rebrand, things are a little up in the air in the social media world. But Jon weighs in on the future of Facebook and how marketers will have to adapt to succeed.

He gives some solid advice on getting started with Facebook ads, why you should focus on targeting the right people, and how to be mindful about sticking to a budget.

Jon goes on to talk about how competition has affected advertising on Facebook over the years and why it’s more important than ever to be creative and experiment to find what works.

In This Episode:

• 2:50 – Jon’s thoughts on Facebook’s rebrand to Meta
• 4:38 – What is “the metaverse”?
• 6:23 – How Jon Loomer Digital evolved into the resource for Facebook advertisers
• 10:08 – Why tie your Facebook ads to different stages of your funnel
• 12:07 – Creative, targeting, or budgeting: which is the most important?
• 14:31 – Why microtargeting is so powerful
• 18:00 – The factors holding people back from experimenting with Facebook ads
• 19:48 – How advertisers can set realistic result expectations
• 21:52 – How to get started with Facebook ads
• 25:56 – The challenges with dayparting
• 29:12 – Understanding how iOS14 can impact Facebook advertising
• 34:35 – What makes a good Facebook ad call to action
• 35:51 – How much should you trust Facebook’s auto-optimization?
• 41:48 – What experience and skills help you run successful ad campaigns
• 43:33 – Jon’s one tip to becoming a social pro

Resources

• Get the new State of Marketing report for free from Salesforce
• Jon Loomer Digital
• A Facebook Ads Experimentation Guide

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

Christopher S. Penn, Co-Founder of Trust Insights and Co-Host of the Marketing Over Coffee podcast, joins the Social Pros Podcast to discuss the role and impact of artificial intelligence in the digital marketing universe.

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Pattern89

In This Episode:

06:18 – How AI will impact digital marketing and creative roles

09:18 – How AI can assist with content generation and the decision-making process

15:24 – How social media professionals can harness the power of AI

19:55 – The difference between algorithms and artificial intelligence

22:17 – Why businesses need to think about the problems they can solve with AI before investing in the software

22:22 – How you can use AI to forecast search terms for your marketing campaigns

29:16 – How an organization’s ethics influences AI applications and software

35:09 – Why natural language generation is the ‘next big thing’ in AI marketing

The AI Landscape in Marketing

Whispers in tech labs, digital marketing agencies and offices around the world disclose a certain amount of trepidation that computers will take over jobs. The evolution of artificial intelligence is relentless.

You could leave the room to grab a cup of coffee, and by the time you sit back down at your desk, you’ll read headlines promising a new, more advanced model for natural language generation or even content creation. But, is this enough of a reason for marketers and those working in creative industries to feel intimidated or threatened by AI?

As Christopher S. Penn predicts, in the near future, either your job will be to manage the machines, or the machines will manage you. But, if you learn to prepare your career for AI and understand how you can harness its power without making yourself redundant, you’ll secure your position for many years to come.

Resources:

• Get Chris’ new book AI For Marketers: An Introduction and Primer
• Awaken your superhero by visiting Chris’ website here.
• Learn more about Chris’ AI consulting firm, Trust Insights, here.
• Listen to the Marketing Over Coffee podcast here.
• Subscribe to Chris’ Almost Timely Newsletter here.
• Grab the FREE Ethics and Data Science book here.
• Follow @cspenn on Twitter here.

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

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.

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Changing the Landscape of Social

Working in social for a pharma organization is not an easy task. It’s such an important industry, and that often leaves little room for maneuver when creating a social strategy.

José Avila, Customer Engagement Transformation Lead at Sanofi, joins this Social Pros episode to discuss how to break out of your ‘social comfort zone’ and how he’s working to transform the face of pharma social.

And that’s not all. He also talks about why he prioritizes customer engagement, putting the customer first in every situation, and how to talk to your superiors when putting forward progressive social ideas.

The episode is jam-packed with excellent advice to get those social juices flowing, and you’ll be inspired to ask yourself questions about your own strategy!

In This Episode:

• 05:06 – How pharma companies use social
• 09:00 – Where José’s passion for pharma began
• 15:13 – Has José’s late arrival to pharma social helped him?
• 17:26 – The pharma comfort zone
• 19:49 – How is social evolving?
• 25:10 – Doctors as influencers and José’s three mindsets
• 31:42 – José’s ‘secret sauce’ to breaking social boundaries
• 37:30 – Breaking out of your comfort zone
• 41:20 – José’s advice to budding social pros

Resources

• Get the new State of Marketing report for free from Salesforce
• Schedule a consultation with ICUC
• Get your free Social Media Audit Bundle
• Follow José Avila on Twitter
• Follow Sanofi on Twitter
• Subscribe to José Avila (e-Chema TV) on YouTube

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

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.

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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.

Allison Day, Social Media Manager at Reddit, takes the mic on this Social Pros episode to tell us how Reddit successfully maintains a presence across all social media platforms.

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Social media platforms featured on other social media platforms – it doesn’t get more meta than that. But that’s pretty much what Allison Day, Social Media Manager at Reddit, does with her team day-in-day-out.

In this Social Pros episode, Allison shares some insights into what Reddit seeks to achieve by creating a presence across social platforms. She also gives us a sneak peek into how she achieves that with the mountains of content out there.

Gear up to hear about all the nuances of different social media platforms, Allison’s content creation process, and of course, that time that Reddit practically broke the internet over Wall Street bets.

In This Episode:

• 6:15 How people react when Allison tells them she does social on other social media networks for Reddit
• 7:33 Reddit’s goals on other social media channels
• 9:13 Allison’s approach to bringing Reddit to life on other channels
• 11:36 How Reddit overlaps with other social media platforms
• 13:27 The major KPIs for sharing Reddit content on other sites
• 15:15 Allison gives an overview of what subreddit place is
• 18:50 Where to find Reddit on all social media platforms
• 19:30 Allison gives a breakdown of her social media team at Reddit
• 21:00 Reddit’s social media strategy on LinkedIn
• 23:22 How Allison stays up to date with trends on different platforms
• 26:30 What Allison’s content creation process is like
• 28:58 Reddit: user or business focused?
• 30:27 Allison’s favorite Reddit campaign
• 37:10 Allison’s advice for anyone looking to be a social pro

Resources

• Get the new State of Marketing report for free from Salesforce
• Follow Allison on Twitter
• Check out Reddit’s Twitter

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

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

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.

R.J. Talyor, CEO and Founder of Pattern89, joins the Social Pros Podcast to discuss how you can optimize social media advertising based on real-time data.

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Tired of spending marketing dollars on under-performing ads? Wouldn’t it be great if there was a way you could predict what works and reduce wasteful marketing spend?

R.J. Talyor, CEO and Founder of Pattern89, leverage AI’s power and deep dives into creative analytics to help advertisers optimize top-performing social media ads. Most marketers focus on their brand, which is understandable. However, creative is responsible for 47% of ad performance. So, it makes sense that you spend more time (and fewer dollars) optimizing the creative elements of your ads to drive the most engagement.

With more data than there are stars in the galaxy, Pattern89 can predict what will work best with over 95% accuracy. Of course, the creative recipe that works for one advertiser may not work as well for the next. But that doesn’t mean you can’t use data and artificial intelligence to predict what will work, optimize ads, and get more clicks.

In This Episode:

• 04:10 – How Pattern 89 uses AI to predict the success of social media ads
• 07:06 – Why you can’t always depend on best practices to work for every brand
• 09:30 – Surprising usage data that has been released amidst the COVID-19 crisis
• 16:15- How companies are shifting their marketing spend in the middle of this pandemic
• 18:42 – How ideal publishing windows have changed
• 23:09 - What the data from Pattern89 tells us in terms of marketing messages as we transition to a ‘new normal’
• 31:13 – What type of ads and ad formats are performing best right now
• 34:36 – How AI has improved dramatically in just 18 months

Resources:

• Get the new State of Marketing report for free from Salesforce
• Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
• Take Salesforce’s quiz to identify the best AI use case for you!
• Learn more about Pattern89
• Listen to ep.351 of Social Pros with R.J. Talyor

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

Lauren Thomas, Senior Manager of Communications & Social at Intuit Consumer Group, joins the Social Pros Podcast to discuss how Intuit makes tax content fun and engaging.

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Tax and budgeting are, by most people’s books, not the most interesting topics to hear about on social media. And yet, Intuit has managed to create content on social that’s fun, engaging, and educational.

This is thanks to the work of Lauren Thomas, Senior Manager of Communications & Social at Intuit Consumer Group, and her team. Lauren joined Social Pros to talk all about her work and how she’s brought innovations and big ideas to the team to drive its success.

We hear about Intuit’s ventures on TikTok and how it works with both personal finance and general lifestyle influencers to create engaging and relatable content. Lauren explains how Intuit has developed its light-hearted and fun brand voice to appeal to those who would usually shy away from hearing about tax.

In This Episode:

• 4:16 – How Lauren manages to wear so many hats in her role
• 6:10 – How Lauren uses social listening and the insights she’s picked up
• 8:47 – Why the area of social you work in affects how you use social listening
• 10:45 – How Intuit’s social media content changes throughout the year
• 13:40 – Lauren explains how social engagement shifts depending on the time of year
• 16:09 – How Intuit blends tax and finance content with lifestyle content
• 18:46 – Lauren explains how Intuit used Cameo as a unique marketing push
• 22:49 – How influencers help Intuit make serious tax topics engaging
• 26:55 – Intuit’s social care team’s approach to protecting personal information
• 34:02 – Lauren shares the story behind ending up in the Guinness Book of World Records 
• 37:54 – The challenges of getting leadership to understand your vision 
• 45:34 – Lauren’s top tip for those looking to become a social pro

Resources

• Get the new State of Marketing report for free from Salesforce
• Double your advertising spend with Snapchat

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

Our potential to reach audiences on social media is probably the highest it’s ever been. And yet, with fierce competition and a crowded market, it’s much tougher to stand out these days.

This week’s Social Pros guest is Gina Michnowicz, CEO & Chief Creative Officer at The Craftsman Agency, and she has some words of wisdom for anyone struggling to drive engagement.

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Gina Michnowicz, CEO & Chief Creative Officer at The Craftsman Agency, joins the Social Pros podcast to give us a behind-the-scenes look at how her agency creates magical moments for social media.

Gina explains why all social campaigns need to lead with a strong story and why you should start with a clear objective before diving in. We hear many examples of campaigns that The Craftsman Agency has pulled off successfully, including viral Reddit AMAs and blockbuster movie campaigns.

While we all aim to become social pros, Gina’s take is that the platforms change too rapidly to become a true expert in everything. But by keeping up with algorithm changes and experimenting to find what works, we can get pretty close.

Gina also shares some insights into the best metrics to measure, how to deal with negativity online, and what you can do with a tight budget. It’s a truly packed Social Pros episode this week!

In This Episode:

• 4:19 – Gina explains some of The Craftsman Agency’s work
• 7:48 – How Gina’s agency approaches channel management
• 10:56 – Gina gives her take on remote work’s effect on creativity
• 16:54 – Gina explains what it takes to work on a successful campaign
• 21:19 – How to optimize partnerships and build great working relationships
• 23:23 – How Gina coordinated a successful Reddit AMA
• 28:05 – The trick to balancing paid campaigns with organic
• 31:28 – How The Craftsman Agency measures ROI and organic campaigns
• 35:35 – Gina’s top metrics to measure
• 38:50 – How to get ahead on social without a big team or budget
• 42:31 – Gina’s top tip for anyone looking to become a social pro

Resources

• Get the new State of Marketing report for free from Salesforce

• Schedule a consultation with ICUC

• Grab your free Social Media Audit Bundle
• The Craftsman Agency

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

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.

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There’s just so much good stuff to unpack from this Social Pros episode that it’s hard to think of an opening sentence for these show notes!

Chris Penn, co-founder and Chief Data Scientist at TrustInsights.AI, joins this episode for his second appearance.

Chris shared a ton of excellent advice and insights on private social, online communities, data privacy laws and reading data analytics.

Plus, he shared his thoughts on social teams’ responsibilities regarding psychological safety, the diminishing need for users to feel a personal connection and revealed what he believes to be the one most useful thing social media marketers can do right now.

In This Episode:

• 3:43 – Introducing Chris Penn
• 8:40 – Do you have the recipe?
• 9:59 – Understanding data – where do people go wrong?
• 12:05 – Why to go into data with understanding
• 13:41 – Lessons to learn from available data
• 17:12 – The importance of listening
• 19:40 – Running a Slack channel and progression of private social
• 25:28 – Psychological safety
• 26:52 – Topical interest over personal connection
• 30:37 – How should social pros consider measurement?
• 35:27 – Centralized analytics team vs knowledge across the team
• 37:38 – Chris leaves advice for social pros

Resources

• Get the new State of Marketing report for free from Salesforce
• Schedule a consultation with ICUC
• Grab your free Social Media Audit Bundle
• Follow/connect with Chris on LinkedIn
• Follow Chris on Twitter
• Chris’ personal website
• TrustInsights.ai
• Our previous episode with Chris

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

Phil M Jones, President and CEO of Philmjones International, joins the Social Pros Podcast to discuss ways to create more successful opportunities through conversation.

Special thanks to our sponsors:

• Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
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In This Episode

• How to motivate people better
• Why creating mental images for customers is so powerful
• How to relate to a customer to open the opportunity to make a recommendation
• How to create “just one more thing” moments
• How to create opportunities with questions

Resources

• The Complete Guide to Social Media for B2B Marketers
• Brandwatch
• HYP3R
• Exactly What to Say: The Magic Words for Influence and Impact
• Exactly How to Sell: The Sales Guide for Non-Sales Professionals

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

Bari Rosenstein, the Social Media Manager at Honest Tea, joins the Social Pros Podcast to talk about providing her audience with a personable and personalized experience on social media.

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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.

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.

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

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

Start with Marketing Goals, Not Tactics

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

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

 In This Episode:

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

Quotes:

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

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

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

Resources:

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

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

Bernhard Schroeder, Clinical Lecturer at San Diego State University and Author, joins the Social Pros Podcast to discuss connecting with millennials and building a solid brand image.

Special thanks to our sponsors:

• Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
• Convince & Convert (Experience This! Show: experiencethisshow.com)
• Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

• Why many millennials don’t understand branding
• How the move to digital has affected the passing of branding knowledge from generation to generation
• Why social media engagement doesn’t always equal brand value
• Why having a cause and putting it forward can solidify your brand image
• How to be a marketing leader and approach marketing from an educational standpoint
• Why your social media content should be dictated by a brand story

Resources

• Bernhard Schroeder
• The Lavin Entrepreneurship Center
• Brands and Bullshit: Excel at the Former and Avoid the Latter
• The Brand Gap

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

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.

John Hall, Author and CEO of Influence & Co., joins the Social Pros Podcast to discuss how to create ambassadors and influence people through content and social.

Special thanks to our sponsors:

• Salesforce Marketing Cloud (50 Social Media Best Practices for 2017: candc.ly/getsocialebook)
• Emma (Your Brain on Email: 11 Designs People Can’t Resist: bit.ly/emailbrain)
• Convince & Convert (Jay Today TV: jaytoday.tv)
• Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

• Why gaining trust means giving good information that improves lives
• How consistent engagement leads to top-of-mind placement and being first in line
• Why scaling influence means taking a moment to recognize others that have helped you
• How ditching profits in a moment of vulnerability leads to a positive spot in long-term memory

Resources

• John Hall on Twitter: @johnhall
• Influence & Co.
• Top of Mind: Use Content to Unleash Your Influence and Engage Those Who Matter to You
• BOLO
• Give and Take
• Zapier Blog

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

Amrita Gurney, the Vice President of Marketing at CrowdRiff, joins the Social Pros podcast to discuss how brands can leverage the power of user-generated content to build their audience.

Huge 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

Defeat the challenges of UGC

User-generated content has equipped brands with an infinite pool of videos and images to share with their audience. But, there’s a lot to think about when it comes to building a user-generated content strategy and making sure you’re not stepping on any legal toes is just the tip of the iceberg. 

A simple search on Instagram is all it takes to pull up millions of photos and some of them are good enough that brands want to use them. The combination of different educational resources available to help improve your images has led to this renaissance of photography that many of us could never have predicted, according to the Vice President of Marketing at CrowdRiff, Amrita Gurney.

With a software platform like CrowdRiff, you can find UGC images that you can license and reuse for other purposes, helping your brand to promote authenticity, build trust and drive purchasing decisions.

In This Episode: 

03:52 – How brands can use CrowdRiff to get smarter with the way they use visual content to attract audiences

05:34 – How to get permission to use UGC photos

08:43 – Different ways that you can use UGC photos to promote your brand

10:26 – How to approach licensing and securing the rights to use UGC images

13:25 – How CrowdRiff uses AI to curate relevant images

15:54 – Tips for choosing visuals that perform well on social

26:21 – How the quality of images has evolved over the years

Resources

• Get the new State of Marketing report for free from Salesforce
• Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
• Learn more about how Emma can help you reach your email marketing goals
• Discover how CrowdRiff can help you get smarter with the way you use visual content to attract audiences

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

Jay Acunzo, Founder of Unthinkable media, joins the Social Pros Podcast to discuss moving beyond best practices and his new book Break the Wheel.

Special thanks to our sponsors:

• Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
• Convince & Convert (Experience This! Show: experiencethisshow.com)
• Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

• Why finding social media best practices shouldn’t be the goal
• How to interpret data to gain insight
• How to start asking the right questions
• How to set an aspirational anchor
• Why constraints can help foster creativity

Resources

• ICUC
• Salesforce
• Break the Wheel

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

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.

Kelley O'Brien, Director of Social Media for Krispy Kreme, joins the Social Pros Podcast to share how an internationally delicious brand keeps their social fresh and engaging.

Special thanks to our sponsors:

• Salesforce Marketing Cloud (More Than Marketing: Exploring The Five Roles of The New Marketer: candc.ly/newmarketer)
• Emma (Your Brain on Email: 11 Designs People Can’t Resist: bit.ly/emailbrain)
• Convince & Convert (The Three Types of Social Media Metrics And Why They'll Get You Promoted: candc.ly/3socialmetrics)
• Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

• Why selecting the perfect influencer for your brand means looking beyond reach or followers
• How multi-level social customer care management, from local up through global, leads to a rabid fan base of brand advocates and repeat customers
• Why successful social means targeting both full and part time fans
• How an established and accepted social personal leads to organic virality

Resources

• Kelley O'Brien on Twitter: @kelleyob
• Krispy Kreme on Twitter, Facebook, Pinterest, YouTube, and Instagram
• Krispy Kreme Doughnuts Delivers the Tastiest Eclipse in History
• #krispykreme
• #ドーナツの穴には何がある

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

Tom Fishburne, Founder and CEO of the Marketoonist, joins the Social Pros Podcast to discuss why niche cartoons have the greatest impact with your audience and how the best creativity is born from repetition.

Special thanks to our sponsors:

• Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
• Convince & Convert (Experience This! Show: experiencethisshow.com)
• Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

• How time and repetition, not urgency or inspiration, leads to creativity
• Why incorporating new marketing technology and social platforms doesn't mean just plugging it in to what you're already doing
• How Shiny New Thing Syndrome leads to a crippling of the creative process and subsequent marketing strategy
• Why the rise of technology means a whole new generation of a free audience
• How to find the V1 marker of launching a new career

Resources

• Tom Fishburne on Twitter: @tomfishburne
• Marketoonist on Facebook and Twitter
• Your Ad Ignored Here
• Social Network Adoption
• 7 Deadly Sins of Innovation
• xkcd
• The DO Lectures
• Marketing Week Live 2017 Guests Achieve Artistic Guinness World Records Title
• Oreo's 'Daily Twist' Campaign Puts Cookie in Conversation

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

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.

Owen Hemsath, better known as consultant and speaker Owen Video, joins the Social Pros Podcast to discuss all things video strategy and YouTube.

Special thanks to our sponsors:

• Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
• Convince & Convert (Experience This! Show: experiencethisshow.com)
• Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

• How to create a successful YouTube ad campaign
• Why you should have a separate video strategy for Facebook and YouTube
• How to set up your live videos to be repurposed later
• Why you need a multi-structured strategy for your YouTube channel
• How to refresh your most successful content on YouTube

Resources

• Salesforce
• TechSmith
• Owen Video

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

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.

Henry Ma, the Chief Operating Officer of Ricoma Embroidery Machines, joins the Social Pros Podcast to talk about his company’s incredible content and social program. 

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

Salesforce Marketing Cloud

Emma

Full Episode Details

When you’re in a super niche business like embroidery, getting people to even know you exist can be a real challenge. So, how can you leverage social media to gain traction and move leads through your sales funnel?

Henry Ma, the Chief Operating Officer of Ricoma Embroidery Machines, has perfected his content marketing strategy to not only attract attention but to plant the seed in people’s minds that they need embroidery. One way that they do this is by using customer and prospects questions to drive social content and essentially give people what they want.

It’s not just the social media team that gets involved with content creation at Ricoma Embroidery Machines either, it’s everyone from the marketing team to the sales and customer service team. If you’re in a niche business like Henry, his advice is to listen to your customers and prospects. Always have a finger on the pulse of what’s going on with your customers and ‘have ears and eyes everywhere.’

In This Episode:

• 05:18 – How Ricoma Embroidery Machines helps businesses build brand equity
• 07:50 – What The Apparel Academy is and how it helps brands launch successful apparel merchandise
• 13:36 – How Henry and his team use customer questions to drive their social content
• 15:02 – Finding the balance between category content and branded content
• 17:49 – Leveraging user-generated content to build a community around your niche
• 20:17 – How Ricoma Embroidery Machines moved from written-based content to video content
• 22:57 – Why you should repurpose your pillar content for different platforms
• 31:34 – How Henry’s business handles reactive customer care

Resources 

• Get the new State of Marketing report for free from Salesforce here.
• Find out more about the community at SocialMedia.org with a special form for Social Pros listeners here.
• Learn how Emma can help you improve your email marketing campaigns
• Get your hands on Salesforce’s FREE e-book, 50 Social Media Best Practices
• Find out more about Ricoma Embroidery Machines
• Watch The Apparel Academy video series on YouTube

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

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:

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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.

Michael Hoefflinger, Author and Entrepreneur in Residence at XSeed Capital, joins the Social Pros Podcast to share his first-person experience with the insanely successful Facebook News Feed and his thoughts on the future of native advertising in social.

Special thanks to our sponsors:

• Salesforce Marketing Cloud (50 Social Media Best Practices for 2017: candc.ly/getsocialebook)
• Emma (Your Brain on Email: 11 Designs People Can’t Resist: bit.ly/emailbrain)
• Convince & Convert (Jay Today TV: jaytoday.tv)
• Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

• Why being successful as a leader means seeing around corners and being in it for the long-haul
• How what's best for the goose and gander leads to decreased organic reach for some businesses
• Why winning marketing means meeting customers where they spend most of their time without scaring them away
• How starting with the advertising end game leads to a losing product

Resources

• Michael Hoefflinger on Twitter: @mhoeffli
• XSeed Capital
• Becoming Facebook: The 10 Challenges That Defined the Company That's Disrupting the World
• Only the Paranoid Survive: How to Exploit the Crisis Points That Challenge Every Company

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

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.

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.

On this special episode of the Social Pros Podcast, you’ll get to listen to the first ever episode of Jay Baer’s brand-new podcast, Standing Ovation, featuring Hall of Fame keynote speaker, Scott McKain. 

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

Salesforce Marketing Cloud

SocialMedia.org

Full Episode Details

Storytelling has always been at the heart of great presentations. A professional speaker worth his/her salt must be able to tell stories that resonate with their audience. These are the stories that impart wisdom, instruction, education, entertainment and so on, but where do these stories come from? And, how do they evolve over time?

On this special episode of the Social Pros Podcast, Jay announces his brand-new podcast, Standing Ovation. Standing Ovation is the show where the world’s leading professional speakers tell the stories of their stories. Each episode features a famous signature story from a professional speaker, followed by a close analysis of the story including answers to questions like where did the story come from? How have they optimized the story over time? And, what tips do they have to share to help someone become a better speaker and/or communicator?

Whether you’re a professional speaker, somebody who gives a lot of presentations at industry conferences or someone who wants to improve their communication skills, you can learn a lot from Standing Ovation. So, if you’re keen to know more, have a listen to this episode of Social Pros, where you’ll get to hear the first ever episode of Standing Ovation featuring Hall of Fame keynote speaker, Scott McKain.

In This Episode:

• 05:13 – Listen to Scott McKain’s famous story, ‘Taxi Terry’’
• 10:58 - How Scott’s story about Taxi Terry has changed and developed over time
• 17:46 – The key ingredients that make an impactful signature story
• 19:23 – Why you should make your stories as relatable as possible
• 22:12 – How to inject hints of comedic relief in your stories and presentations
• 29:12 – What makes Taxi Terry a universally effective story
• 32:40 – Some of the common challenges that speakers working on their signature stories face
• 35:36 – Scott shares the best piece of advice he was given about the speaking business

Resources

• Get the new State of Marketing report for free from Salesforce here.
• Find out more about the community at SocialMedia.org with a special form for Social Pros listeners here.
• Subscribe and listen to more episodes of Jay’s new podcast, Standing Ovation!
• Check out Scott McKain’s website

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

Priest Willis, Sr Global Performance Partnerships Marketing Manager at Lenovo, joins the Social Pros Podcast to discuss having an effective affiliate marketing program and turning influencers into long term affiliates.

Special thanks to our sponsors:

• Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
• Convince & Convert (Experience This! Show: experiencethisshow.com)
• Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

• What makes a good affiliate
• How affiliate networks work
• The difference between affiliates and influencers
• How to track the effectiveness of an affiliate program
• Why some platforms are more or less effective
• How to turn influencers into affiliates

Resources

• The Complete Guide to Social Media for B2B from Salesforce
• Brandwatch
• How Lenovo is Moving Beyond Last-Click Attribution

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

David Armano, Global Strategy Director at Edelman, joins Social Pros to discuss the relationship between word of mouth and 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 

Airtable

Consumers Trust Influencers

Did you know that 63% of consumers trust influencers about brands more than they trust brands about brands? This has got to be one of the most undeniable proof points for the viability of peer to peer influence. Yet, so many brands still shy away from influencer marketing.

The truth is that consumers are more likely to believe what they hear about a brand via word of mouth than what the brand says about themselves. Consumers listen to influencers because they trust them, and they’re entertained by them in some way. However, it’s not all sunshine and rainbows in the influencer space.

As David Armano cautions, the influencer marketing space has a lot of rampant fraud. Yes, brands can leverage influencers to get in front of the right audiences. But, technologies also have the power to drive fake followers and engagement using bot farms, which can damage the authenticity of the results.

In This Episode:

06:08 – How Edelman structures their social digital team

08:34 – How social campaigns have evolved over the last decade

15:36 – How much testing and experimentation brands should do in social digital

20:17 – How Edelman’s Trust Barometer works

25:07 – The relationship between influencer marketing and word of mouth

29:28 – How to assess whether a spokesperson is suitable for a brand promotion

35:48 – How issues in crisis communication has changed in the era of social

Resources

• Get the new State of Marketing report for free from Salesforce
• Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
• Find out more about how Airtable can help you organize your work and get your free guide on how to use your social media calendar better
• Learn more about Edelman and how they can help you earn trust through communications
• Download the results from the 2019 Edelman Trust Barometer

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

Sarah Smith, VP of Advertising Sales and Operations at Quora, joins the Social Pros Podcast to discuss the future of search engine selling and why their customers are beating the competition in conversions. 

Special thanks to our sponsors:

• Salesforce Marketing Cloud (More Than Marketing: Exploring The Five Roles of The New Marketer: candc.ly/newmarketer)
• Emma (Your Brain on Email: 11 Designs People Can’t Resist: bit.ly/emailbrain)
• Convince & Convert (The Three Types of Social Media Metrics And Why They'll Get You Promoted: candc.ly/3socialmetrics)
• Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

• How a strict policy of being nice leads to a boon for user-generated content
• Why controversial content that is well organized means increased interest from nervous advertisers
• How intentional search engine placement leads to an uptick in conversions
• Why a searching customer means a higher probability of conversion

Resources

• Sarah Smith on Twitter: @sasmith4
• Quora on Twitter, Facebook, Instagram, LinkedIn, Blog
• Quora for Business Blog
• Einstein Vision

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

Mark Schaefer, Executive Director of Schaefer Marketing Solutions, joins the Social Pros Podcast to discuss all things Twitter, including how to develop a human presence and inspire customers by elevating your employees.

In This Episode

• How Twitter’s shift to 280 characters may affect the company and the obstacles it faces
• How to engage with Twitter as a human-driven platform rather than a place to broadcast ads
• Why having a human presence is different from employee advocacy
• How elevating your employees can benefit your business more than traditional ads
• Why businesses should be evolving their content

Resources

• Mark Schaefer on Twitter, Facebook, and LinkedIn
• The Tao of Twitter
• Known
• More Than Marketing: Exploring the Five Roles of the New Marketer
• The Content Code
• Marketing Companion Podcast
• Why Consistency Is the Key to Becoming Known

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

In this special episode of the Social Pros Podcast, Jay and Adam speak with a wide range of guests to discuss the importance of social and where it might be heading in the coming year.

Special thanks to our sponsors:

• Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
• Convince & Convert (Experience This! Show: experiencethisshow.com)
• Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

• Mark Josephson — CEO at Bitly
• Kriti Kapoor — Head of Social Customer Care at Microsoft
• Tim Washer — Keynote Speaker/Event Emcee/PowerPoint Comedian at Ridiculous Media
• Kelley O’Brien — Director of Interactive, Digital, Social at Krispy Kreme
• Laurie Meacham — Manager Customer Commitment at JetBlue Airways
• Brooks Thomas — Social Business Advisor at Southwest Airlines

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

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.

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.

Paula Werne, Director of Communications at Holiday World and Splashin’ Safari, joins the Social Pros Podcast to discuss the importance of responding to customers through social.

Special thanks to our sponsors:

• Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
• Convince & Convert (Experience This! Show: experiencethisshow.com)
• Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

• How Holiday World created a talk trigger with free sodas
• How to use Facebook to give real time updates
• How to find user generated content
• How to manage year-round social for a seasonal product
• Why any avenue for marketing can become a channel for customer service
• Why responding to customers is a critical aspect of social

Resources

• Salesforce
• TechSmith
• Holiday World Podcast

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

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

Full Episode Details

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

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

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

In This Episode:

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

Resources

• Connect with Mikaely on LinkedIn
• Connect with Ashlyn on LinkedIn

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

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.

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.

Blake Lawrence and Adi Kunalic, Co-Founders of opendorse, join the Social Pros Podcast to discuss their incredible athlete marketing platform and how its revolutionizing the way the sports industry use social.

Huge 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

Pattern 89

Power Comes with Content

The influencer marketing landscape is at its pinnacle with brands seeking help from ‘prized’ influencers to drive their message to audiences large enough to pack out hundreds if not thousands of sports stadiums. But not every influencer is a born marketer. 

Athletes are prime examples of influencers who, despite not being natural marketers, get worldwide attention from their social audience. Thus, brands and sponsors see athletes as the “golden chalice” of influencers who have the unique power to reach millions of sports fans with every post they publish on social media.

According to Adi Kunalic and Blake Lawrence from opendorse, the ability to reach the masses on social isn’t exclusive to the most influential entities in sports media. The average athlete has a 6% engagement rate on social compared to the average sports team, which has an engagement rate of just 0.3%.

In This Episode: 

03:58 – How athletes use opendorse to share content with their audience

08:34 – Why more employee advocacy platforms should consider personalizing the experience

12:39 – How opendorse can help you build your brand

18:03 – What type of content works best for engagement

22:39 – How to use reporting and analytics to get more value from influencer marketing

32:23 – How opendorse can help brands establish relationships with athletes

Resources

• Get the new State of Marketing report for free from Salesforce here.
• Find out more about the community at SocialMedia.org with a special form for Social Pros listeners here.
• Learn more about how Pattern 89 can help you reduce costs and increase revenue with your social ads.
• Find out more about opendorse and how they can help you share content with athletes here.

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

Madalyn Sklar, Social Media and Digital Marketing Strategist, joins the Social Pros Podcast to discuss the most powerful ways to optimize Twitter for your business.

Special thanks to our sponsors:

• Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
• Convince & Convert (Experience This! Show: experiencethisshow.com)
• Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

• How the shift to 280 characters has affected interactions on Twitter
• How using video can create a more personal connection through Twitter
• What most Twitter users could do to improve their interactions
• How to find relevant Twitter chats and optimize your profile to make a great first impression
• How to create interactions that can be broadcast over multiple social media platforms 

Resources

• Madalyn on Twitter
• SocialROI
• Twitter Smarter
• Video Reply Day
• Media Studio
• How to Drive Intelligent, Personalized Consumer Engagement Using Data and AI
• Communities That Convert

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

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.

Michael Stelzner, CEO and Founder of Social Media Examiner, joins the Social Pros Podcast to discuss building better social media practices based on meaningful data.

Special thanks to our sponsors:

• Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
• Convince & Convert (Experience This! Show: experiencethisshow.com)
• Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

• Why 2018 has been a hard year for social media marketing
• How to find more meaningful data
• Why Facebook is not the place for successful video content
• Why an “untrackable network effect” is so valuable
• Why Messenger may be replacing email for subscriptions
• Why interaction is what counts in social, but many businesses aren’t doing it
• Why you should have a “kill list” of things to stop doing
• Where social may be heading

Resources

• Salesforce
• ICUC
• Social Media Examiner

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

Srinivas Rao, Founder/Chief Creative Instigator at Unmistakable Creative, joins the Social Pros Podcast to discuss creativity and his new book An Audience of One: Reclaiming Creativity for Its Own Sake.

Special thanks to our sponsors:

• Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
• Convince & Convert (Experience This! Show: experiencethisshow.com)
• Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

• Why you shouldn’t care about metrics as much
• Why you should create for yourself rather than creating what seems successful
• Why you are the biggest factor in your success
• Why comparison is toxic to success

Resources

• Unmistakable Creative
• Salesforce
• Talk Triggers
• CoSchedule

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

Mark Josephson, CEO at Bitly, joins the Social Pros Podcast to discuss link management and how it can drastically improve your business’ bottom line. 

Special thanks to our sponsors:

• Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
• Convince & Convert (Experience This! Show: experiencethisshow.com)
• Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

• How Bitly's approach to marketing helped them grow from a simple idea to a global enterprise
• The importance of creating a unique and streamlined customer experience
• How shorter links strengthen branding while saving time and money

Resources

• Salesforce Marketing Cloud
• More Than Marketing: Exploring the Five Roles of the New Marketer
• Experience This Podcast

Visit SocialProsPodcast.com for more insights from your favorite content marketers.

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.

Paul Roetzer, the Founder and CEO of PR 20/20 and Marketing Artificial Intelligence Institute, joins the Social Pros Podcast to discuss the impact of AI on social media professionals. 

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: 

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Pattern 89

It’s Time To Pay Attention To Artificial Intelligence 

You can’t deny that artificial intelligence keeps getting smarter, faster, and more powerful by the day. As social media professionals, we’re starting to rely on AI more and more to assist and improve our marketing efforts. 

However, there seems to be a dark cloud of fear and uncertainty surrounding AI. In fact, no other form of technology has received quite as much negative PR as AI and Paul Roetzer puts it down to the fact that very few people actually know and understand what AI is.  

What many marketers fail to realize is that you interact with AI numerous times a day. We’re talking Netflix, Facebook and even your iPhone – all of them are powered by intelligent algorithms. But as a consumer, you don’t care. It makes your life more convenient and, according to Paul, that’s what will happen as our marketing tools continue to get smarter. It’ll simple make marketing easier for us. 

So, is now the time we need to start paying attention to artificial intelligence? Or, as many of us fear, are the machines coming for our jobs? Tune in to find out! 

In This Episode: 

• 03:23 – Why we should start paying attention to marketing artificial intelligence  
• 05:28 – Why AI gets a bad rep and the difference between AI and machine learning 
• 11:00 – How AI can help you make better marketing predictions  
• 15:27 – How social practitioners can understand AI quicker than their competitors 
• 21:42 – Whether you should be concerned about robots taking over your job 
• 24:51 – Who needs to become ‘AI Specialists’ in your in-house marketing department  

Resources: 

• Get the new State of Marketing report for free from Salesforce here. 
  
• Find out more about the community at SocialMedia.org with a special form for Social Pros listeners here. 
  
• Learn more about how you can use Pattern 89 as your paid social utility belt here. 
  
• Find out more about the Marketing Artificial Intelligence Institute here. 
  
• Get your tickets to the Marketing Artificial Intelligence Conference here. 
  
• Download The Ultimate Beginner’s Guide to AI in Marketing for FREE right here. 
  
• Use the free resource, “AI Score for Marketers,” here. 
  
• Read “Automate This: How Algorithms Came to Rule Our World” by Christopher Steiner here. 
  
• Read “Human + Machine” by Paul Daugherty and James Wilson here. 
  
• Read “Prediction Machines: The Simple Economics of Artificial Intelligence,” here. 
  
• Take Andrew Ng’s FREE course, “AI For Everyone” here. 
  

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

Mark Schaefer, Executive Director of Schaefer Marketing Solutions LLC and author of Marketing Rebellion, joins the Social Pros Podcast to discuss humanity in business and helping people belong.

Special thanks to our sponsors:

• Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
• Convince & Convert (Experience This! Show: experiencethisshow.com)
• Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

• 05:29 - Why the power of marketing has largely been put into the hands of consumers
• 10:50 - Why social media is enforcing tribal behavior
• 14:00 - Why culture equals marketing
• 22:19 - How businesses can help people find a sense of belonging
• 27:00 -  How technology can both help and hinder businesses in being more human

Resources

• Get the new State of Marketing report for free from Salesforce here.
• Find out more about the community at SocialMedia.org with a special form for Social Pros listeners here.
• Get Mark’s new book Marketing Rebellion here.

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

Kindra Hall, President and Chief Storytelling Officer at Steller Collective, joins the Social Pros Podcast to discuss how brands can increase consumer storytelling and solicit better stories from their customers.

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

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Emma

Full Episode Details

As a species, we’ve told stories since the first caveman (or cavewoman) painted mammoths inside cave walls. We’ve definitely got better at it since then, but the foundation of storytelling and how stories have the unique ability to drive emotion from deep within us has remained the same.

There’s no denying that although the essence of storytelling hasn’t changed much, the way we tell stories certainly has. Even traditionally published books have had to make room for the digital screen age of storytelling and what is a social media post other than a short-form story?

As Kindra Hall, President and Chief Storytelling Officer at Steller Collective says, every Instagram post is a stage for you to connect with your desired audience. So, you’ve got to make every word count and get people in your ecosystem to want to tell their stories with you. If you can find a way to solicit better stories from your customers, you’re well on your way to success.

In This Episode:

• 05:08 – How Kindra got involved in storytelling as a thought leadership platform
• 09:24 – Which of the four types of stories are best suited for social media
• 10:47 – Why so many brands are using stories the wrong way on social
• 15:06 – How visual content and multimedia can impact your stories
• 19:31 – How to increase consumer storytelling and solicit better stories from your customers
• 27:36 – How do you know when a story is working

Resources

• Get the new State of Marketing report for free from Salesforce 
• Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
• Discover why emma is Jay’s go-to email marketing platform
• Reserve your seat at the Social Fresh Conference in Winter Park, FL
• Read Kindra Hall’s new book, Stories That Stick: How Storytelling Can Captivate Customers, Influence Audiences, and Transform Your Business

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

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:

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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.

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. 

We’re doing something different this week as our very own Jay Baer, Anna Hrach, and Adam Brown sit down together for what may be the last time in a long while. They reminisce over their humble beginnings, discuss future plans, and the direction the show will take as Jay and Adam transition to new projects.

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

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With over 10 years and more than 500 episodes under their belts, hosts Jay Baer and Adam Brown sit down together to celebrate the end of an era.

With Adam embarking on the adventure of repurposing his father’s bestseller, “Life's Little Instruction Book,” and Jay jumping on TikTok to discuss all things Tequila, the show is now in the more than capable hands of Anna Hrach (and two new mystery hosts).

As promised, it’s not our usual episode format, there are games, witty quips, advice for the future hosts, and an interesting anecdote about a mysterious hole in Anna’s backyard. So, tune in as they close this chapter to give way for the next one.

In This Episode:

• 02:27 - What Adam will be up to during his sabbatical
• 05:30 - Adam looks back at his experience in social media
• 08:45 - How Adam got his start on Social Pros
• 09:51 - Anna’s take on what Jay and Adam’s first couple of shows were like
• 10:40 - Jay officially hands over the reins of the show to Anna
• 12:10 - How Social Pros got its start
• 13:11 - What Anna does at Convince and Convert
• 13:54 - Anna gives some background on what she used to do before Convince and Convert
• 14:38 - Why Anna thinks Reddit is a fascinating social platform
• 15:24 - Anna’s insights and hopes for the show moving forward
• 19:13 - What Jay will be up to once he leaves social pros
• 20:30 - Jay and Adam play ‘guess the quote’
• 27:12 - How the role of social media professionals has changed since the show started
• 32:32 - Adam and Jay share parting advice
• 37:38 - Anna shares some clues about the identities of her new co-hosts

Resources

• Get the new State of Marketing report for free from Salesforce
• Download Social Pros 500 for FREE!

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

Michael Stelzner, the Founder of Social Media Examiner, joins the Social Pros Podcast to discuss the death of organic reach and the future of social media.

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Salesforce Marketing Cloud

SocialMedia.org

Full Episode Details

With organic reach diminishing, is social media headed for a bumpy future whereby the only way to get noticed is to pay for it?

Our guest on this episode of Social Pros, Michael Stelzner, the Founder of Social Media Examiner, certainly thinks so, stating, “marketers gulp as customer acquisition costs rise,” and he’s not wrong.

According to Mark Zuckerburg, there are 7 million active advertisers on Facebook. That’s a lot of competition and the cost of advertising is rising rapidly with no sign of slowing down. Not only that, but more than half of all Google’s organic search results end in zero clicks.

So, what can marketers do to be seen in an age where organic reach seems to be on the way out? You’ll have to listen to this episode of Social Pros to find out!

In This Episode:

• 04:20 – Why marketers are likely to focus more on video as customer acquisition costs increase
• 12:13 – How Social Media Examiner are using links to develop a community on Facebook
• 16:16 – What Michael would recommend the board of YouTube does differently
• 21:16 – How marketers can leverage Instagram Stories to advertise their business
• 23:55 – How Michael plans to get up to 25,000 views per YouTube video in 2020
• 28:27 – How marketers are using automation and an insight into the ‘dark side’ of automation and bots
• 32:55 – Why older people are more likely to survive on social than the younger generation

Resources

• Get the new State of Marketing report for free from Salesforce here.
• Find out more about the community at SocialMedia.org with a special form for Social Pros listeners here.
• Find out more about how Emma can help you improve your email marketing
• Sign up and get Sales Force’s FREE e-book, 50 Social Media Best Practices
• Check out Social Media Examiner
• Read Michael’s article, ‘The Death of Google Search Traffic and What It Means for Marketers’

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.

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.

Joey Coleman, Chief Experience Composer for Design Symphony, joins the Social Pros Podcast to discuss his new Experience This! Show and why a positive customer experience is the ultimate game changer in a competitive market.

Special thanks to our sponsors:

• Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
• Convince & Convert (Experience This! Show: experiencethisshow.com)
• Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

• How a focus on sales and prospects has led to a decreased focus on customer retention and experience
• Why improving the customer experience doesn't mean a huge dollar investment in fancy tools or expensive trainings.
• How carefully integrated AI leads to happier customers and happier sales.
• Why a successful customer experience means embedding CX-minded staff at every level of your organization

Resources

• Joey Coleman on Twitter: @thejoeycoleman
• Experience This! Show
• SpeakPipe
• Never Lose a Customer Again: Turn Any Sale into Lifelong Loyalty in 100 Days

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

Dooley Tombras, EVP, The Tombras Group, joins the Social Pros Podcast to discuss raising the standard of creative content to increase sales.

Special thanks to our sponsors:

• Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.ly/amazecustomers)
• Convince & Convert (Experience This! Show: experiencethisshow.com)
• Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

• Why the current marketing landscape is beneficial for an agency
• Why engagement metrics are “soft metrics”
• Why creative content translates into more sales
• How to find the best social media community managers

Resources

• The Complete Guide to Social Media for B2B Marketers
• HYP3R
• The Tombras Group

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

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.

Nick Westergaard, Author and Chief Brand Strategist at Brand Driven Digital, joins the Social Pros Podcast to discuss all things branding and why it is so much more than a marketing term.

Special thanks to our sponsors:

• Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
• Convince & Convert (Experience This! Show: experiencethisshow.com)
• Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

• Why good branding will help you break through the noise
• Why your branding is more than design
• How to balance control over your brand vs how your audience defines it
• Why social media may be shifting from storytelling to direct selling
• Why branding should be bigger than just marketing

Resources

• The Complete Guide to Social Media for B2B from Salesforce
• Techsmith
• Brandwatch

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

Joseph Jaffe, Admiral, Co-founder at The HMS Beagle and author of ‘Built to Suck,’ joins the Social Pros Podcast to discuss why all companies and social networks are built to suck.

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

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Emma

Are Social Networks Built to Suck?

Washed up social media networks litter the shores of the internet. Old-time favorites like MySpace and Bebo are nothing but foggy memories for most of us and even the big leagues aren’t safe. Nowadays, we’re all in the survival business doomed to delay our inevitable ‘suckage’ for as long as possible.

Facing this daunting reality, companies need to uncover a way to cheat the sands of time. Serial entrepreneur and seasoned author, Joseph Jaffe; Admiral, Co-founder at The HMS Beagle has created a new discipline called survival planning that’s designed to help companies outsmart their own demise.

If you’re worried about the future of your business, take a page from Charles Darwin’s book, who once said; “it’s not the strongest of species that survive, nor the most intelligent, but rather the one that is most adaptable to change.” You may not have the power to avoid ‘suckage’ forever. But, at the very least, this episode will help guide you on your journey to survival.

In This Episode:

05:07 - Why you need to be adaptable to survive in business

06:33 – Why companies need to figure out the ‘talent design’ challenge

11:05 – Why most marketers are “Built to Suck”

15:36 – How to survive the ‘corporate apocalypse’

20:26 – How social can both prevent and manifest a corporation’s ‘suckage’

23:00 – Which social networks are the most ‘Built to Suck’

39:57 – Why some companies survive, and others don’t

Resources:

• Get the new State of Marketing report for free from Salesforce here.
• Find out more about the community at SocialMedia.org with a special form for Social Pros listeners here.
• Find out more about Emma’s email marketing platform here
• Read Joseph Jaffe’s NEW book, “Built to Suck: The Inevitable Demise of the Corporation…and How to Save It?”
• Check out ‘Marketing Is Everything’ by Regis McKenna
• Learn more about Joseph’s H.M.S. Beagle consultancy firm
• Listen to the Jaffe Juice Podcast
• Read Jim Collin’s book, ‘Built to Last’

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

Erik Huddleston, CEO of TrendKite, joins the Social Pros Podcast to discuss the evolution of PR and amplifying earned media through social.

Special thanks to our sponsors:

• Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers)
• Convince & Convert (Experience This! Show: experiencethisshow.com)
• Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)

In This Episode

• Why both online and offline media sources still matter
• What many businesses overlook when it comes to influencer marketing
• How to approach social both proactively and reactively
• How technology can greatly benefit PR pros by changing crisis management
• Why you need to heavily integrate PR with marketing

Resources

• Erik on Twitter
• TrendKite
• The Business Leader’s Guide to Becoming a Social Business

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

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.