Social Pros Podcast – Détails, épisodes et analyse

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

Full Episode Details 

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

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

In This Episode:

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

Resources 

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

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

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

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

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

In This Episode:

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

Resources 

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

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

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

Full Episode Details 

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

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

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

In This Episode:

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

Resources 

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

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

We’re away for Thanksgiving, but we couldn’t leave you without an episode this week…so here’s one from the archives. In this Greatest Hits episode, we revisit a fascinating discussion we had with Kate Winick, Senior Director, Social Media at Peloton. 

If you’re celebrating Thanksgiving, we hope you have a wonderful one!

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

Salesforce Marketing Cloud 

ICUC 

Full Episode Details   

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

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

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

In This Episode: 

• 1:13 – Introducing Kate Winick 
• 3:43 – Bringing content calendars together for initiatives 
• 6:40 – Tapping into conversations than keep fans engaged 
• 12:11 – Engagement that blew Kate away 
• 17:19 – Giving instructors creative freedom 
• 19:23 – Kate’s advice for trusting creative partnerships with talent 
• 22:52 – How Peloton measure social success 
• 28:00 – Do Peloton have channel-specific owners? 
• 32:19 – Training challenges at Peloton today 
• 35:05 – Dealing with burnout in social 
• 39:05 – Where to find Kate and Peloton 
• 39:35 – Kate leaves advice for social pros

Resources

• Get the new State of Marketing report for free from Salesforce 
• Schedule a consultation with ICUC 
• Grab your free Social Media Audit Bundle 
• Peloton website 
• Follow Kate on Twitter 
• Connect with Kate on LinkedIn  

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

Imagine taking thousands and thousands of hours of archive footage and hand-picking the perfect clips for social media. Well, that’s how today’s Social Pros guests have become super popular on numerous platforms. 

Hear how Caroline Frick, Founder and Executive Director, and Elizabeth Hansen, Managing Director of the Texas Archive of the Moving Image amplify their work on social in this episode. 

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

Salesforce Marketing Cloud 

ICUC 

Full Episode Details  

We are delighted to welcome Caroline Frick, Founder and Executive Director, and Elizabeth Hansen, Managing Director of the Texas Archive of the Moving Image, onto this week’s Social Pros. 

In this episode, Caroline and Elizabeth explain what they do and explore how using social media has helped amplify their hard work and attract brand-new audiences to their website. 

Plus, they explain the links between archiving and social media and why they’re the perfect match, how they select archive footage for social and how they measure engagement. 

The guests also highlight their free digitization program, impart some incredible advice and share the story of a certain wig-wearing turtle…there’s a lot of wig-wearing turtle chat! 

In This Episode: 

• 3:51 – Introducing Caroline Frick and Elizabeth Hansen 
• 6:46 – An overview of the Texas Archive of the Moving Image 
• 14:22 – How TAMI balance their day-to-day PLUS social 
• 17:36 – How TAMI select archive footage for social 
• 19:37 – Explaining a certain wig-wearing turtle 
• 29:37 – How TAMI measure social media success 
• 31:31 – TAMI’s free digitization programme 
• 35:13 – Caroline and Elizabeth provide top tips for social pros

Resources 

• Get the new State of Marketing report for free from Salesforce 
• Schedule a consultation with ICUC 
• Grab your free Social Media Audit Bundle 

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

Sam Gonzales, Social Media Manager at Zillow, joins the Social Pros podcast to explore the power of collaboration and how it’s helped him take his brand’s social approach to the next level.

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

Salesforce Marketing Cloud 

ICUC 

Full Episode Details  

Finding your voice on social media is no mean feat. When you’re tasked with educating your audience while maintaining a fun, light-hearted approach that resonates with people, collaboration is simply essential. 

On this episode of Social Pros, Sam Gonzales, Social Media Manager at Zillow, explains how collaboration has helped him grow their social profile.  

Sam details how the company joined forces with pet-sitting organization Rover, dives into the role social plays in corporate communication and lets us in on how Zillow’s team functions through building partnerships. 

We’d also just like to note that this episode of Social Pros was recorded prior to the recent Twitter layoffs. 

In This Episode: 

• 4:44 – Introducing Sam Gonzales 
• 5:35 – Zillow’s social strategic mission 
• 7:16 – Balancing education and fun on social 
• 10:27 – Cutting through the noise in real estate social 
• 13:17 – Does Zillow react to current affairs? 
• 16:55 – Zillow’s collaboration with Rover 
• 21:18 – How Sam has structured his social team 
• 25:08 – Exploring brand collaborations 
• 27:14 – Changing approach for each channel 
• 32:19 – Leveraging trends on TikTok 
• 36:45 -Sam provides top tips for social pros 

Resources 

• Get the new State of Marketing report for free from Salesforce 
• Schedule a consultation with ICUC 
• Grab your free Social Media Audit Bundle 
• Connect with Sam on LinkedIn 

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

There’s no simple hack to finding success on social. Everyone takes their own path, though not many used to be a chef! 

Duarte Garrido, Global Head of Social Media and Cross-Channel Activation at Standard Chartered, joined this week’s Social Pros to discuss how curiosity fueled his social career. 

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

Salesforce Marketing Cloud 

ICUC 

Full Episode Details  

We are excited to welcome Duarte Garrido, Global Head of Social Media and Cross-Channel Activation at Standard Chartered, onto Social Pros this week.  

In this episode, Duarte harks back to his days as a chef and explains how the lessons he learned kickstarted his career on social. Plus, he explains the importance of social for PR and marketing, how he measures success and what he looks for in new team members. 

Duarte also outlines his career to date and provides unmissable tips and tricks for social pros at any stage of their career.  

In This Episode:

• 6:17 – Introducing Duarte 
• 7:07 – Duarte’s path to social media 
• 12:30 – How curiosity propelled Duarte’s career 
• 15:25 – Pre-requisites to becoming a social pro 
• 17:29 – What drew Duarte to Philip Morris? 
• 23:09 – Why Duarte’s role Philip Morris role felt counterintuitive 
• 26:39 – How he keeps his team focused on metrics at Standard Chartered 
• 34:39 – Duarte’s mindset for any social media and marketing team 
• 35:24 – How to start at a new company as a leader in social 
• 40:30 – How Duarte views social media 
• 41:30 – Duarte’s advice for budding social pros

Resources 

• Get the new State of Marketing report for free from Salesforce 
• Schedule a consultation with ICUC 
• Grab your free Social Media Audit Bundle 
• Connect with Duarte on LinkedIn 
• Follow Duarte on Twitter 

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

You wouldn’t necessarily think much about the sewerage system that runs beneath your feet, or that a sewer district could be a powerhouse of engagement on social.  

But this week’s Social Pros guest, John Gonzalez, Communications Manager at Northeast Ohio Regional Sewer District, is using personality to build strong human connections.  

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

Salesforce Marketing Cloud 

Full Episode Details  

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

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

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

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

In This Episode: 

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

Resources 

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

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

Even if a brand’s social approach looks like it’s all fun and games, there’s a lot of hard work, thought and strategizing going on behind the scenes. And, this week’s Social Pros guest gets to experience both! Eric Gray, Senior Director of Content & Engagement at Universal Parks & Resorts, joins this episode of the podcast with top tips and tricks for capturing social moments and more.

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

This week:

Salesforce Marketing Cloud

ICUC

Full Episode Details

Here at Social Pros, we were so excited to have Eric Gray, Senior Director of Content & Engagement at Universal Parks & Resorts, on the podcast. Not just because we love theme parks, but because their social approach is superb!

Eric preaches the power of user-generated content and explains how he leverages it at Universal. He explores the challenges he faces, where he looks for inspiration and details their Instagram and Twitter strategies.

Plus, Eric tells us how he looks to engage communities through content and so much more. It’s a fun episode with some excellent insight from a true social pro.

In This Episode:

• 5:12 – Introducing Eric Gray
• 6:16 – Eric’s day-to-day
• 9:46 – Typical challenges Eric faces
• 14:35 – Social for a theme park during COVID
• 17:09 – What role does a theme park play in virtual spaces?
• 20:26 – Seeking social inspiration in a theme park
• 24:35 – How Universal Parks & Resorts use UGC
• 31:48 – How their Twitter creates awe and wonder
• 38:07 – Eric gives advice for social pros

Resources

• Get the new State of Marketing report for free from Salesforce
• Schedule a consultation with ICUC
• Grab your free Social Media Audit Bundle
• Follow Eric on LinkedIn
• Follow Eric on Twitter

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

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.