Explorez tous les épisodes du podcast Social Pros Podcast
| Titre | Date | Durée | |
|---|---|---|---|
| Social Pros Break | 08 août 2025 | 00:00:42 | |
| Tech Trends, Toddlers, & Tribalism with Chris Hackney | 25 juil. 2025 | 00:35:45 | |
What does it take to turn social media into a serious business driver for B2B companies? Chris Hackney, Chief Product Officer at Meltwater, joins the show to unpack how his team connects social engagement to pipeline and revenue. In this episode, we dive into Meltwater's approach to content strategy, channel differentiation, and analytics that prove impact across the funnel. Chris also shares how his team structures workflows, leverages influencer voices, and balances brand personality with professionalism in a global enterprise. Full Episode Details Chris joins hosts Zontee Hou and Jennifer Harmon on this episode of Social Pros to share how Meltwater's social media strategy drives real business outcomes, especially in the B2B space. He breaks down how the team maps social content to different stages of the funnel, tailors messaging by channel, and uses data to prove the impact of social on both awareness and pipeline. Chris discusses how Meltwater's global team balances centralized governance with regional execution, and how they tap into employee voices and influencer partnerships to expand reach and relevance. Chris also shares lessons from recent initiatives like their Meltwater Champions program, and explains why social media teams should think more like editorial hubs than traditional marketing arms. Chris reflects on the rise of AI in social workflows—calling it "in its toddler phase"—and urges marketers to stay curious as the tools mature. He also shares his take on where social apps are headed next, predicting even deeper tribalism and fragmentation across platforms. All that and more on an all-new episode of Social Pros! In This Episode:
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Visit SocialPros.com for more insights from your favorite social media marketers. | |||
| Challenging the Status Quo in Social Strategy with Jermaine Peguese | 11 juil. 2025 | 00:44:10 | |
How do you build a higher education brand that feels personal, relevant, and rooted in real-world value? Jermaine Peguese, Owner and Lead Strategist of EJST Marketing, shares how his team taps into authentic storytelling, community conversations, and industry voices to connect with today's learners. From launching content series like Next Pulse at Nexford University to shaping market strategies with startup agility, Jermaine shows how higher ed marketers can think big, take risks and challenge the status quo. Full Episode Details Jermaine joins host Zontee Hou on this episode of Social Pros to explore how marketing in higher education can be reimagined by leaning into authenticity, community, and social influence. Jermaine and Zontee discuss how today's students aren't just looking for facts, they're also looking for real voices they trust and want to see themselves in the stories being shared. Whether it's through expert-led content like Nexford's Next Pulse series or conversations in online forums, Jermaine shows how the most powerful messages come from relatable, human experiences. He also shares how his time at Uber shaped his fast-moving, test-and-learn mindset, and why marketers should stay open to bold ideas— even late in the quarter. When entering new markets, Jermaine emphasizes the value of doing the groundwork: understanding your audience, and building a smart media mix that puts your message in the right places. It's not about being perfect; it's about being real, being thoughtful, and being ready to take a few smart risks, because that's where breakthrough moments happen. In This Episode:
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Visit SocialPros.com for more insights from your favorite social media marketers. | |||
| Wags, Whiskers, and Cause-Based Wins with Virginia Chavez + Bonus Interview with Jenny Force | 27 juin 2025 | 00:57:04 | |
How do you turn a nonprofit's mission into a heartwarming and impactful social media experience that resonates and inspires action? Virginia Chavez, Content Manager at PetSmart Charities, joins the show to share how her team uses authentic storytelling to inspire and build community around pet adoption. She explains how they tailor content by platform, foster meaningful engagement, and prioritize stories that reflect their values. Virginia also emphasizes the power of collaboration, showing how relying on your team can turn big, ambitious ideas into impactful, resonant content. This episode also features a bonus interview with Jenny Force, Global VP of Demand Generation at Meltwater, who speaks with Zontee about their recent Meltwater Summit. Full Episode Details Virginia joins host Jennifer Harmon on this episode of Social Pros to share how her team at PetSmart Charities uses storytelling to spotlight their mission of keeping people and pets together. She dives into the creative strategy behind their "11 millionth adoption" campaign—framed like a reality dating show—and how it was tailored differently for each major social media platform. Virginia also explains how collaboration, pre-planning, and staying true to the brand's authentic voice help their content resonate across audiences. She and Jennfier discuss the importance of bringing others into the creative process early, and relying on your team for feedback, support, and ideas that make the work stronger. It's an inspiring look at how social teams can turn mission-driven content into powerful, heartwarming stories that drive real-world impact! Then, host Zontee Hou sits down with Jenny Force, Global VP of Demand Generation at Meltwater, to discuss key takeaways from the 2025 Meltwater Summit. She shares the top trends shaping marketing and PR today—including AI, agility, brand authenticity, influencers, and misinformation—and explains how brands can stay ahead by using data, embracing collaboration, and leaning into strategic experimentation. In This Episode:
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Visit SocialPros.com for more insights from your favorite social media marketers. | |||
| Your AI Maturity Check with Andy Crestodina of Orbit Media Studios | 13 juin 2025 | 00:39:21 | |
How can marketers harness AI to improve their strategy while also staying irreplaceably human? Andy Crestodina, co-founder and CMO of Orbit Media Studios, joins the show to explore the real-world applications (and limitations) of AI in content marketing. From using AI for gap analysis and persona development to identifying the skills machines can't replicate, Andy shares actionable advice for marketers at every level of AI maturity. Full Episode Details Andy joins hosts Zontee Hou and Jason Keath on this episode of Social Pros to chat about how marketers can level up their skills and stay competitive in the fast-evolving world of AI. He shares tactical insights on prompt libraries, custom GPTs, and why automation is the next frontier for marketers looking to work smarter and faster. Andy also explains why peer-to-peer conversations and informal mastermind groups are critical for learning in this space, and are often more impactful than staying glued to industry news. Andy also dives into creativity in the AI era and reflects on how to use AI not for perfection, but as a springboard for bolder, more human ideas. Perhaps most importantly, Andy challenges marketers to take ownership of their growth, warning against waiting for organizational change and encouraging listeners to build their own intellectual property through tools like custom GPTs. You won't want to miss this all-new episode that's a must-listen for anyone navigating the evolving intersection of technology, creativity, and career security. In This Episode:
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Visit SocialPros.com for more insights from your favorite social media marketers. | |||
| From Bland to Bold B2B Content with Joel Harrison | 30 mai 2025 | 00:29:29 | |
How do B2B marketers build genuine trust across the customer journey? Joel Harrison, Founder of B2B Marketing, shares how leading brands are using thought leadership, influencer partnerships, and creative audio to stand out. From award-winning campaigns to vibrant professional communities like Propolis, Joel offers insights that challenge traditional B2B norms. Tune in for a conversation that redefines what it means to connect in the B2B space! Full Episode Details Joel joins hosts Zontee Hou and Jason Keath on this episode of Social Pros to explore how B2B marketers can embrace creativity, take smart risks, and reclaim the power of brand. He explains why the industry is shifting toward long-term brand building and trust as key drivers of growth. Joel also shares why bravery is now one of the most valuable qualities for B2B marketers, and how storytelling and strategic thinking are making a strong comeback. Joel, Zontee and Jason also dive into the growing role of influencers in B2B, the power and resonance of audio content to build emotional connections, and how the best campaigns often come from clear-minded boldness. Joel also reveals how the most effective marketers today are balancing performance with purpose—and even weighs in on which B2C tactics don't translate to B2B. In This Episode:
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Visit SocialPros.com for more insights from your favorite social media marketers. | |||
| The ROl of Authenticity with Joseph Perello, CEO of Props | 16 mai 2025 | 00:31:01 | |
How do you combine the power of creator marketing with performance-driven results? Joseph Perello, CEO of Props, shares how his platform helps brands create content that's not only authentic but also measurable and effective. From emphasizing credibility to redefining how success is tracked in the creator economy, Joe -- who's also worked with such high-level clients as David Bowie, AAA, and the New York Yankees -- offers insights into making influencer partnerships truly impactful. Full Episode Details Joseph joins host Hannah Tooker on this episode of Social Pros to explore how the creator economy is redefining influencer marketing and what brands need to do to adapt. Joe breaks down the key differences between creators and traditional influencers, highlighting the pitfalls of the outdated "follower fallacy" and the importance of pairing creator content with paid media to drive measurable results. He also shares how Props is helping brands and creators build trust at scale using AI-powered tools that ensure creator authenticity, compliance, and brand safety. Joe also reflects on the evolution of viral marketing, the reality of sustaining attention online, and why consistent, data-driven content is more valuable than chasing fleeting hits. Plus, he offers practical advice for aspiring social pros on blending analytical insight with creative instinct to craft effective campaigns. And in a memorable moment, Joe shares his dream video call pick and the heartfelt story behind it. All that and more on an all-new episode of Social Pros! In This Episode:
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Visit SocialPros.com for more insights from your favorite social media marketers. | |||
| Intellectual Property, AI, and Influencers: Decoding the Legal Implications of Marketing in 2025 with Ruth Carter from Geek Law Firm | 02 mai 2025 | 00:37:53 | |
Episode Description How can marketers stay creative while steering clear of legal landmines? Ruth Carter (they/them), attorney, writer, and speaker at Geek Law Firm, joins Social Pros to unravel the legal implications of today's hottest marketing trends—from AI-generated content to brand collaborations. In this episode, Ruth shares practical guidance on navigating intellectual property, distinguishing between copyright and trademark, and staying compliant without sacrificing innovation. Whether you're experimenting with UGC or working with creators, this conversation is packed with essential legal insights for every marketer. Full Episode Details Ruth joins hosts Zontee Hou and Sunny Hunt on this episode of Social Pros to unpack the complex legal landscape marketers must navigate in today's ever-evolving industry. Ruth dives into how marketers and content creators should think about intellectual property, contracts, and copyright issues, especially when AI tools are involved in generating content. They explain why contracts should explicitly address AI use, the importance of transparency in data handling, and how marketers can avoid common legal pitfalls when working with third parties. Ruth also emphasizes the need for proactive data governance, especially in regulated industries, and encourages brands to build collaborative relationships with legal teams from the start — not just as a final approval step. Throughout the episode, they offer clear, actionable advice with their signature wit (jokingly referring to themself as a "professional killjoy") and deliver one of the most practical tips yet for anyone in a service-based business. In This Episode:
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Visit SocialPros.com for more insights from your favorite social media marketers. | |||
| Does Email Marketing Still Matter? Lessons in Humanizing Data and Building Trust with Robbie Fitzwater | 18 avr. 2025 | 00:44:50 | |
Is email marketing a thing of the past, or should it still be a key part of your marketing strategy? To coincide with the launch of C&C's new newsletter, The Trendline, on this episode we welcome Robbie Fitzwater, founder of digital agency MKTG Rhythm. Robbie shares his deep insights into how email and one-to-one communication remain the backbone of any successful digital marketing strategy. Robbie also talks about how to "out-human" big competition by blending creativity with technology, and highlights the value of segmentation and personalizing messaging for different customer segments, and also discusses why his team doesn't hire anyone without AI experience in today's world. Full Episode Details Robbie joins hosts Zontee Hou and Jason Keath on this episode of Social Pros to dive into the ever-evolving world of email marketing, segmentation, and content creation. He shares how brands can use AI and personalization to deliver highly relevant and engaging experiences for different customer segments, while balancing automation with a human touch. Robbie discusses how MKTG Rhythm leverages AI for content creation, from crafting tailored email sequences to generating creative designs for campaigns. He also explains the importance of understanding customer behavior across multiple channels, maximizing content reach, and driving conversions with data-driven strategies. Robbie highlights that while they can't outscale the giants in their space, they can out-human them, bringing a unique, personal touch to their marketing efforts. All that and more on this new episode of Social Pros! In This Episode:
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Visit SocialPros.com for more insights from your favorite social media marketers. | |||
| TikTok Tips and Creator Partnership Lessons with Geisha Garcia from U. of Miami | 04 avr. 2025 | 00:40:22 | |
How can universities harness the power of social media to elevate their institution, engage students, and build lasting communities on and off campus? Geisha Garcia, Executive Director of Social Media at the University of Miami, knows the impact of strategic content, influencer partnerships, and community-driven storytelling. In this episode, we dive into how Geisha's team creates authentic, high-performing content, fosters collaboration with students, and integrates social media into broader institutional initiatives. From student creator programs to major brand activations, Geisha shares how social teams can claim their seat at the table and drive meaningful engagement. Full Episode Details Geisha Garcia joins host Jason Keath on this episode of Social Pros to share how the University of Miami is redefining higher ed social media through authenticity, collaboration, and strategic content creation. She dives into the impact of student creator programs, how her team balances institutional messaging with relatable social-first content, and why engagement is just as important as content itself. With brand activations playing a bigger role on campus, Geisha explains how social teams can proactively integrate into broader marketing initiatives—rather than reacting after the fact. She also breaks down the power of influencer partnerships, why micro-influencers often outperform big names, and how community management on TikTok is a game-changer. Geisha also shares how her team stays ahead by fostering collaboration, testing formats like carousels, and pushing for social's seat at the table—ensuring it remains a strategic force within the institution. Stay tuned after Geisha's interview for a conversation with Jason, Zontee and Sunny about Convince & Convert's new newsletter, The Trend Line. In This Episode:
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| The Top 5 Marketing Trends for 2025 Based on Research with Todd Lebo | 21 mars 2025 | 00:37:33 | |
How can B2B brands use original research to drive thought leadership and marketing success? Todd Lebo, CEO and Partner of Ascend2, specializes in helping businesses create data-driven content that builds authority and engagement. In this episode, we dive into the top five marketing trends shaping 2025 and how research can be leveraged to craft compelling narratives. From starting with the executive summary to ensuring insights tell a clear story, Todd shares expert advice on how to make research more impactful and actionable. Full Episode Details As we close out the first quarter of the year, Todd joins hosts Zontee Hou and Jason Keath to not only explore the top 2025 trends shaping B2B marketing, but to also share insights on the ongoing challenges of unifying data across multiple sources and why marketers need to rethink their martech stacks to stay ahead. Todd also dives into the role of AI in making data more accessible, how companies can maximize the value of research studies, and why marketers should revisit past ideas as technology evolves. Plus, he highlights the power of frontline marketers in uncovering real, actionable insights—and shares a great story about how a simple conversation reshaped the way a financial tool was marketed. In This Episode:
Resources Visit SocialPros.com for more insights from your favorite social media marketers. | |||
| How Consumer Insights Lead to Trust at the Weather Channel with Randi Stipes | 07 mars 2025 | 00:39:31 | |
How does the weather influence your daily decisions, from your morning routine to your mood? Randi Stipes, CMO of The Weather Company, understands the profound impact of weather on consumer behavior—and how to harness it for deeper connection and trust with their customers. In this episode, we explore how The Weather Company collects and leverages consumer insights to enhance user experience, inform marketing strategies, and shape content creation. From data-driven storytelling to innovative brand collaborations, Randi shares how her team turns weather-driven moments into meaningful connections. Full Episode Details Randi joins host Zontee Hou on this episode of Social Pros to discuss how The Weather Channel is using weather data to drive trust with their audience and customers. She explains how weather is the "ultimate contextual accelerant", influencing consumer behavior in unexpected ways (like how a temperature drop in the Ohio Valley can actually boost ice cream sales!) Randi also shares insights on why B2B businesses need a weather strategy, how The Weather Company is working with content creators to showcase real-life weather impacts, and the brand's partnership with the United Nations on the WeatherKids campaign, a global initiative to inspire climate action through future forecasts. She also highlights the growing role of social in driving brand authenticity and why every marketer should nurture a strong relationship with their CFO to align strategies and impact -- and gives one of the best answers yet to our "If you could have a video call with any living person, who would it be?" question with a heartwarming story you won't want to miss! In This Episode:
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Visit SocialPros.com for more insights from your favorite social media marketers. | |||
| Digging for Gold(en) Social Comments with Matthew McGrory from Arwen | 21 févr. 2025 | 00:35:02 | |
How can brands create safer, more engaging digital spaces while maximizing the impact of their social media efforts? Matthew McGrory, CEO of Arwen AI, shares how AI-driven moderation helps brands protect their communities, reduce toxicity, and improve ad performance. In this episode, we explore how companies like Hinge and Formula One teams work with Arwen to safeguard conversations, enhance customer acquisition, and ensure a brand-safe environment. From tackling online abuse to optimizing real-time engagement, Matthew reveals why a cleaner, more positive digital space leads to stronger connections and better business outcomes. Full Episode Details Matthew joins this episode of Social Pros to reveal how Arwen is transforming online brand safety and engagement through AI-powered moderation. He dives into how brands work with Arwen to track sponsorship sentiment, tackle online toxicity, and create safer, more welcoming digital spaces. With social media ads reaching new audiences—sometimes unpredictably—Matthew unpacks how AI-driven moderation helps brands reduce harmful interactions and enhance positive ones. He also shares insights on why a clean, positive online environment leads to better ad performance, stronger audience trust, and increased conversions. Social pros know that engagement is everything, as long as a brand's digital space feels safe and inviting. Matthew explains how Arwen helps companies automate moderation, ensure brand safety, and turn social media into a place where communities can thrive. In This Episode:
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Visit SocialPros.com for more insights from your favorite social media marketers. | |||
| The Evolution of the Creator Economy from Attention to Insights with Jamie Ray | 07 févr. 2025 | 00:36:29 | |
How do you turn brand interactions on social platforms into moments that feel personal, meaningful, and community-driven? Jamie Ray, founder and CEO of Buttermilk, knows the secret lies in nurturing the bond between brands and their biggest fans. In this episode, we dive into how Buttermilk prioritize community-first engagement, helping brands create authentic relationships that go beyond transactions. From amplifying brand love to fostering deep connections, Buttermilk's approach proves that when brands invest in their fans, the impact is both powerful and lasting. Full Episode Details Jamie joins this episode of Social Pros to share how Buttermilk is redefining influencer marketing by putting communities first. He dives into why building strong, lasting connections between brands and their most loyal fans is so important—and how Buttermilk helps brands nurture those relationships in meaningful ways. With TikTok facing a possible U.S. ban, Jamie unpacks what this means for creators and brands, offering insights on how to pivot, protect communities, and stay ahead of platform changes. He also explores the rise of AI influencers, why human connection will always reign supreme, and whether influencers could soon take on the role of creative directors for brands. Social moves fast, and brands that truly understand their audiences win. Jamie explains how Buttermilk helps brands move beyond transactional influencer marketing to create authentic, long-term engagement that keeps communities thriving. In This Episode:
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Visit SocialPros.com for more insights from your favorite social media marketers. | |||
| Leveraging #FOMO to Inspire Action with Tristan Diehl | 24 janv. 2025 | 00:33:26 | |
What are the secrets for managing socials of vastly different properties across the Casino & Hospitality space? Tristan Diehl, Enterprise Director of Social Media at San Manuel Band of Mission Indians (SMBMI), speaks with Zontee and Hannah to reveal how her team manages the social accounts for all SMBMI properties (and the various elements within each one) while also ensuring they're fulfilling both customer and client needs. Full Episode Details Tristan joins this episode of Social Pros to share how she and her team create social content to inspire followers to come out to SMBMI properties, including Yaamava Resort & Casino in SoCal and Palms Resort & Casino in Las Vegas, where guests will have exciting, in-person experiences and create lasting memories. Tristan discusses using social to change the public's perspective when the property goes through major changes and upgrades. In the case of Yaamava, they've used storytelling and montages to showcase new amenities and entertainment so guests can get a feel for the space before stepping in the resort. With Palms, she and her team were tasked with reviving dormant social media accounts after the property was re-opened under new ownership after several years -- a challenge for even the most experienced social pros. And now, it's been key to SMBMI to bridge the gap between the properties, while also highlighting the unique qualties of each. Tristan talks about balancing these company needs with the needs of their audience, and finding the perfect trends that will satisfy both.
In This Episode:
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| Creating Magical Moments Through Social at Hilton | 10 janv. 2025 | 00:31:00 | |
How do you take a global hospitality brand and make it feel personal, heartfelt, and human? Dannii Ceniceros, Senior Analyst, Global Social Engagement at Hilton, reveals how his team turn trending moments into magical ones. From helping a kitten named Wisp recover safely to gifting a TikTok storyteller their dream trip to London and Paris, Hilton's social media strategy is all about social listening, staying nimble, and creating authentic emotional connections. Full Episode Details Dannii joins this episode of Social Pros to share how Hilton's social media team stays nimble, leaning into trends and turning them into meaningful moments. He talks about the power of listening to what's happening online and spotting opportunities to make genuine connections with their audience. Hilton's approach is all about little actions that create lasting impressions. These efforts don't just delight current guests, they also catch the eye of future customers, putting Hilton top of mind when it matters most. We all know social is fast and timing can be everything. Dannii explains how Hilton's team combines teamwork, social listening, and a clear game plan to act quickly when the moment is right. This approach is not about chasing every trend; it's about knowing when and how to show up in a way that aligns with your brand's values. Why? Because it creates memorable moments and magical experiences that feel personal and genuine. In This Episode:
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| Social Pros Winter Break | 20 déc. 2024 | 00:00:41 | |
| An Honest Conversation About Authenticity with Ravi Hampole | 13 déc. 2024 | 00:34:40 | |
What does it take to refresh a global brand like Lululemon? Ravi Hampole, SVP of Global Brand Creative, returns to Social Pros to reveal how the team has been working on a brand new identity for 2025 that connects products, people, and stories in a way that feels uniquely human. From their three core pillars to balancing authenticity and inclusivity, Ravi shares what it means to build a brand that truly moves. Full Episode Details Lululemon's new brand identity is more than just a refresh. It's a statement about who they are and the stories they want to tell. At its core is the belief that movement goes beyond physical performance; it's also about emotional and mental well-being. Whether it's the energy of a run, the serenity of yoga, or simply feeling present, Lululemon's approach focuses on connecting with people on a human level. During his conversation on Social Pros, Ravi shares how the brand uses storytelling to bring this philosophy to life. At the heart of this evolution are three guiding principles: Honest, Playful, and Vibrant. These pillars shape everything from campaign visuals to social media content, ensuring that the brand resonates with audiences on a personal level. Whether it's through light-hearted social media challenges or bold, energetic visuals, every piece of content is designed to inspire joy, movement, and a sense of belonging. Ravi also highlights the importance of authenticity and inclusivity in shaping Lululemon's global presence. By working with ambassadors who bring their own unique practices and perspectives, the brand ensures their message feels genuine while reflecting the diverse communities they serve. As Lululemon continues to expand, balancing cultural sensitivities and staying true to their values remains a key focus. In This Episode:
Resources Visit SocialPros.com for more insights from your favorite social media marketers. | |||
| How Southwest Airlines Navigate the World of Influencer Relationships | 06 déc. 2024 | 00:28:56 | |
Building a successful influencer program isn't just about campaigns. It's about connections. On this episode of Social Pros, Kara Salazar, Senior Influencer Marketing Specialist at Southwest Airlines, takes us behind the scenes of their thriving influencer program. From truly understanding each influencer's unique style to bringing them together for face-to-face events like Creator Day, Kara reveals the secrets to creating campaigns that feel genuine, build trust, and deliver results. Full Episode Details For Kara Salazar, success in influencer marketing starts with building genuine connections. Since joining Southwest Airlines in 2022, she has focused on creating a program that prioritizes trust and authenticity. Kara doesn't just work with influencers—she makes an effort to know their names, handles, and what makes them unique. This personal touch has turned their influencers into loyal brand advocates who go above and beyond for Southwest. It's not just about connections; it's about communication. Kara explains that every influencer is different, works differently, and has unique needs. She creates space for honest, two-way conversations, often through feedback sessions designed to refine how they collaborate. These sessions allow influencers to share what works best for them—whether it's receiving a detailed brief or a more visual guide—and ensure that every campaign feels tailored to their strengths. By listening, adapting, and making these adjustments, Kara builds trust and creates partnerships that don't just work—they thrive. Kara's vision for Creator Day has also been transformative. This annual event brings influencers and the Southwest team together in person to strengthen bonds and gives influencers a deeper understanding of the brand. These face-to-face moments have turned Southwest's influencer program into a true community, delivering campaigns that feel authentic and meaningful. In This Episode:
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Visit SocialPros.com for more insights from your favorite social media marketers. | |||
| Greatest Hits: How Bennie Johnson Amplifies Magic at the American Marketing Association | 29 nov. 2024 | 00:44:36 | |
As it's Thanksgiving week, we're taking a moment to look back at one of our favorite episodes with Bennie F. Johnson, CEO of the American Marketing Association. In this conversation, Bennie breaks down how AMA supports both academics and practitioners, shares his perspective on AI's ethical and legal challenges, and even explains why LinkedIn is his platform of choice. Most memorably, he highlights why he believes marketing is equal parts art, science, and magic. Full Episode Details The American Marketing Association is probably an organization you're familiar with, and in this episode, we welcomed none other than the CEO himself, Bennie F. Johnson, for a fantastic conversation. Bennie shares some background of AMA and how it supports those on the academic and practitioner side of marketing. We hear his thoughts on AI and the ethical and legal considerations that marketing pros need to know about – some of which differ by state and country. Bennie also explains why LinkedIn is the platform of choice for his personal brand and AMA. Bennie shares his advice for the future marketing leaders out there, and we chat about why marketing today doesn't just belong in the creative realm. There's also a science to it (with a dash of magic too). He outlines how marketing pros can communicate the value of marketing to a wider organization, the importance of taking risks, and his advice for the Social Pros community. In This Episode:
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| Why Social Goes to the Dogs | 22 nov. 2024 | 00:31:21 | |
Managing social media for 275 locations might sound like a daunting task, but for Dogtopia, it's a chance to connect with dog lovers everywhere. Toni Teplitsky, Senior Director of Marketing, reveals how her team keeps content fresh, local, and heartfelt—while staying true to their playful brand. From leveraging AI to embracing the power of real, raw storytelling, Toni shares what it takes to stand out in a world full of adorable dog content. Full Episode Details Dogtopia's social media isn't just about cute dog photos (though there are plenty of those). With 275 locations across North America, Toni and her team have mastered the art of balancing efficiency with heartfelt storytelling. At the core of their success is authenticity. Whether it's showcasing dogs having the time of their lives with "canine coaches," celebrating local flair with events like Halloween parades, or capturing raw, unfiltered moments of joy, Dogtopia's content feels personal and genuine. It's not about polished perfection—it's about showing the real, messy, lovable lives of dogs and their humans. Recycling content is another key ingredient in their strategy. Instead of constantly churning out new material, Toni's team leans on high-performing posts from the past, giving them new life and introducing them to fresh audiences. As Toni explains, not every follower sees every post, so why not highlight what already works? This approach keeps their message consistent and their content machine running smoothly. With a clever mix of repurposed content, local insights, and emotional storytelling, Dogtopia proves that standing out in the crowded world of dog content doesn't mean reinventing the wheel—it just takes a little creativity and a lot of heart. In This Episode:
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| Cut Through the Noise with the King of Clarity, Steve Woodruff | 15 nov. 2024 | 00:35:11 | |
Getting your message heard in today's crowded digital world isn't easy, but clarity in communication can make all the difference. Steve Woodruff, the King of Clarity, shares his 4-step formula to help social marketers create impactful, memorable messaging. With insights tailored for a content-saturated landscape, Steve offers practical advice to sharpen your messaging and truly connect with your audience. Full Episode Details In today's digital chaos, clarity is your secret weapon for cutting through the noise. Steve Woodruff, also known as the King of Clarity, shares how simplifying your messaging can help you grab attention and leave a lasting impact. His 4-step Clarity Formula is designed to help marketers define their message, hook their audience, and ensure their communication hits home. Steve reveals how understanding the brain's natural filters—like the Reticular Activating System (RAS)—can make your messaging more relevant and engaging. He explains how techniques like crafting "memory darts" and structuring information like a pyramid can help to simplify complex ideas and make your audience remember what matters. This isn't just about cutting words—it's about connecting on a deeper level. Clarity helps you build trust, align teams, and create messaging that truly resonates with your audience and inspires action. So, whether you're navigating a flood of AI-generated content or cutting back on jargon-loaded messaging, this conversation is your blueprint for clear, effective communication. In This Episode:
Resources Visit SocialPros.com for more insights from your favorite social media marketers. | |||
| Navigating Social with Your Friendly Neighborhood Gen-Z | 08 nov. 2024 | 00:33:12 | |
For the past few years, we've seen all kinds of brands scrambling to learn more about their Gen-Z audiences. Cue a wave of brands rushing onto TikTok to learn their secrets… But what about the Gen-Z marketers on the other side of the content? As social media natives, Gen-Z are a goldmine of social media wisdom and insights that could transform your social strategy. In this episode, we hear from Gen-Z Content Strategist, Mitchell Sauve, on how to connect with Gen-Z audiences and what this generation of marketers can do to get ahead on social. Full Episode Details Joining Social Pros this week is Content Strategist Mitchell, a colleague of our host, Hannah! He discusses a little about LT's content team and how it prioritizes the voices of Gen-Z marketers to create fun, engaging, and scroll-stopping content. We also hear why Mitchell believes Gen-Z is the perfect generation for marketing – bringing adaptability, a love of learning, and a willingness to think outside the box. From leveraging employee-generated content (EGC) to embracing the quirks of social media trends, Mitchell shares insights on how brands can harness the creativity and authenticity of Gen-Z to connect with their audience in meaningful ways. He shares his take on what Gen-Z marketers can do to promote their own skills and grab a seat at the table, plus why handing the reins to your Gen-Z intern could be the smartest move your brand makes! In This Episode:
Resources Visit SocialPros.com for more insights from your favorite social media marketers. | |||
| Social Pros Podcast Live at Content Marketing World | 01 nov. 2024 | 00:27:38 | |
Coming to you live from Content Marketing World in sunny San Diego, Social Pros brings together content experts Robert Rose, Chief Strategy Officer at Content Marketing Institute, and Amber Naslund, LinkedIn's Enterprise Sales Leader. Together with host Zontee Hou, they explore strategies for creating real impact on social platforms, building authentic thought leadership, and finding the sweet spot where creativity meets AI. Full Episode Details Robert begins by sharing his journey with Content Marketing World, illustrating how a strong content marketing strategy has evolved from routine busywork to bold, game-changing projects. He emphasizes the need for marketers to "swing for the fences" by creating memorable content that brings real value. His concept of zero-click content encourages marketers to think beyond just drawing traffic—instead, he suggests designing content that fully engages audiences right where they are, from meaty LinkedIn posts to scroll-stopping moments across social. Amber follows with her take on thought leadership and personal branding, drawn from her experience at LinkedIn. She talks about finding the balance between corporate guidelines and the authentic voices of individuals, revealing how brands can empower their people to be credible, relatable representatives. Her approach highlights the value of building genuine connections over polished corporate speak, showing that real credibility often starts with letting employees bring their own voices to the table. In This Episode:
Resources
Visit SocialPros.com for more insights from your favorite social media marketers. | |||
| How a Legacy Brand Ran with Their TikTok Boom | 25 oct. 2024 | 00:39:52 | |
TikTok's the place for dance trends, DIY hacks… and, apparently, for reviving iconic products from the '80s! When Lenox's Spice Village collection started trending on the platform, it sparked a social media success story that no-one saw coming. Caitlin Gillard, Social Media Marketing Manager at Lenox, joins us to share how her small but mighty team turned TikTok virality and real-time feedback into a full-on product relaunch, proving that sometimes, the fans know best. Full Episode Details Lenox's iconic Spice Village collection may have started its journey back in 1989, but thanks to TikTok, it's making a serious comeback! Who would've thought that decades later, a beloved kitchen staple would find a new generation of fans through social media? Caitlin tells us how the Spice Village collection went from nostalgia to viral sensation, sparking a relaunch. Though the Lenox social media team may be small, they certainly didn't just sit back and watch the buzz unfold—they dove headfirst into the conversation. By listening to what TikTok fans were saying and engaging directly with their feedback, they brought Spice Village back at the original price from 1989! Caitlin explains how this customer-first approach didn't just revive a beloved product, but also led to new ideas and innovations for the brand's future. Caitlin also shares how her team manages the balancing act of keeping Lenox active across platforms like Instagram and TikTok. She emphasizes the importance of knowing "who you want to be following you" and how focusing on the right audience helps create genuine, lasting connections. Whether you're trying to boost engagement or revive a legacy product, Caitlin's insights offer valuable lessons for any social pro. In This Episode:
Resources
Visit SocialPros.com for more insights from your favorite social media marketers. | |||
| The Sweet Tooth of Social Media | 18 oct. 2024 | 00:35:40 | |
Candy fans unite! This episode is for you. Grab your favorite flavor of Nerds or indulge in some controversial candy corn and tune in to hear Annie Belgrade, Senior Manager of Integrated Content Marketing at Ferrara Candy Company, talk about finding the sweet spot in your social strategy. Full Episode Details Annie Belgrade joins us in the run-up to Ferrara Candy Company's busiest time of year aka the "Super Bowl" of candy season, Halloween. With months of advance planning to real-time engagement, she reveals how Ferrara keeps its finger on the pulse of candy conversations across social media. She talks about the challenges of managing multiple brand personalities under Ferrara Candy Company and how her team assigns unique voices to each depending on the audience that favors each brand. Conversations over social media with each brand are the results of tireless manual work, seeking out trending topics and candy talk on each platform. The result? Authentic and relatable content that feels like you're chatting to a friend with a sweet tooth. We hear how Ferrara Candy Company manages both organic and paid social, and why "LoFi" content is their preferred style over presenting a "polished façade." As a bonus, Annie also shares a secret recipe that might just convert the candy corn haters. In This Episode:
Resources Visit SocialPros.com for more insights from your favorite social media marketers. | |||
| Greatest Hits: Unlocking Better Partnerships - A Deep Dive with Lucy Quick | 11 oct. 2024 | 00:36:55 | |
How can brands build stronger partnerships with creators? We revisit this ever-important topic with Lucy Quick who joined us last year to talk about the secrets to successfully collaborating with influencers. This episode is a must-listen if you missed it the first time around and want some solid examples and tips on how to build brilliant partnerships with creators. Lucy is the Creator Partnerships Manager of Global E-Commerce Operations at TikTok, and she shares her unique perspective on how brands can tap into the goldmine of influencer marketing and build real partnerships with creators. Full Episode Details It's one thing collaborating with influencers, but building meaningful, long-term partnerships is no easy feat. So what's the secret to turning simple collaborations into strong partnerships? Lucy works with both brands and creators at TikTok so we couldn't pass up on the opportunity to pick her brains. She provides insights on the current state of influencer marketing, reveals what questions brands should be asking, and explains why storytelling with data is the best way to prove your ROI. Plus, Lucy shares why working with macro influencers could be a huge win for your next marketing push and the secrets behind the most successful campaigns she's worked on. In This Episode:
Resources Visit SocialPros.com for more insights from your favorite social media marketers. | |||
| Bridging the Generational Divide on Social | 04 oct. 2024 | 00:39:44 | |
Generational perspectives collide in this episode as three social pros from different age groups share their insights on the evolution of social media. Leanna Pham, CEO of Pham & Fams and a Gen Z digital marketer, joins millennial Hannah Tooker and Gen X Sunny Hunt to explore how each generation has experienced and adapted to the ever-changing world of social. Full Episode Details From MySpace coding to the rise of social media as a career path, this conversation looks into the transformative journey of social media and its impact on different generations. Leanna, Hannah, and Sunny discuss how each generation has had unique experiences, from the early days of social platforms to their current role as essential marketing tools. Leanna shares her insights on how Gen Z has witnessed the transformation of social media from a casual way to connect with friends into a vital career avenue. She also reflects on how earlier generations used social platforms primarily for personal interaction, while her generation has adapted to leverage these tools for professional growth. One of the main points she raises is the common mistake brands make when trying to connect with Gen Z and why it's so important for generations to learn from each other rather than compete with each other. In This Episode:
Resources Visit SocialPros.com for more insights from your favorite social media marketers. | |||
| "Hiding the Veggies" in Higher Ed Social | 27 sept. 2024 | 00:32:37 | |
Curating content for higher ed social channels can be a balancing act. How do you pair fun, engaging, and relatable content with important messages students need to pay attention to? Emily Stulz, the Director of Social Media at the University of Arizona, says it's all about "hiding the veggies" in your content. Full Episode Details We uncover the secrets behind what makes the University of Arizona's social content so impactful. Emily reveals her approach to assessing content effectiveness and why sometimes you need the courage to walk away when something isn't working. She calls this "Marie Kondo-ing" your social accounts. If your strategy is falling short of "sparking joy," it's time to say goodbye. Emily's advice for social pros is to be proactive in all things – whether it's keeping yourself up to date on trends, using data to measure success, or deciding how and when to pivot your strategy. She offers predictions on the future of social media in higher education, discussing the impact of TikTok and the staying power of Instagram, plus her thoughts on battling against the evolving algorithm and changing audience preferences. In This Episode:
Resources
Visit SocialPros.com for more insights from your favorite social media marketers. | |||
| Nailing Down Paid Social for Your Brand | 20 sept. 2024 | 00:35:16 | |
We see paid social ads every day, scrolling through our feeds, watching YouTube videos… And a lot of the time it can leave us frustrated and eager to swipe past. So how can social pros pause that never-ending scroll and get people interested? Sammy Lent, Creative Strategist and Growth & Acquisition Specialist, joins Social Pros to take us through her strategies for winning the battle against low attention spans and ad-resistant consumers. Full Episode Details Sammy Lent has worked with several different brands on paid social strategies that involve creative solutions to grab attention even when many are tired of endless advertising. Her top takeaway from this episode is to lean into empathy. Understanding consumers is step number one in any marketing push, but as social pros, who are no strangers to scrolling through our feeds, we can tap into the minds of consumers because we are them! In this episode, Sammy breaks down the top differences between paid and organic social, highlighting that they're two sides of the same coin and can complement each other well. She takes us through some of the creative projects she's worked on and how platform changes have shifted the way paid social works and compete for attention on your feed. We also hear her take on influencer marketing and why more consumers are resonating with smaller content creators and UGC. In This Episode:
Resources Visit SocialPros.com for more insights from your favorite social media marketers. | |||
| Building Ideal Customer Profiles for Social Media Success | 13 sept. 2024 | 00:32:45 | |
A marketing strategy can be full of great, inventive ideas but unless it's targeted at the right people, you could be flying blind. But how do you narrow down and identify your target market? Katie Robbert, CEO of Trust Insights, works with clients to identify their Ideal Customer Profiles (ICPs) and refine their marketing messages to speak directly to customers. She joins Social Pros to let us in on her strategy for using data insights, AI and targeting messaging. Full Episode Details The best marketing is targeted and specific. It speaks directly to customers who are likely to buy and find value in the solution you provide. It's marketing that's elevated by a thorough understanding of a customer's pain points, needs, and wants, and offers a much-needed solution. But without a clear idea of who those customers are, it's easy for your marketing to become unfocused and less effective as a result. Enter the ICP, a strategy that helps you align all your marketing efforts to target exactly who you want. Katie Robbert has plenty of experience digging into the details and data of her clients' best customers to help marketers speak directly to them. In this episode, she explains the value of building an ICP and how using AI tools can help you uncover insights into customers more efficiently. In This Episode:
Resources
Visit SocialPros.com for more insights from your favorite social media marketers. | |||
| Greatest Hits: How Community, Creation, and Culture Fuel Canva's Social | 06 sept. 2024 | 00:32:42 | |
Canva has opened the doors for just about anyone trying their hand at creating visual content, whether you're a pro graphic designer or brand new to it all. So, it's no surprise that it's an incredibly popular tool for marketers, brands, and social pros alike. We decided to revisit this episode from last year with Jacky Barker, formerly the Social Lead at Canva, to remind ourselves of how Canva's social strategy brings the brand to life. Full Episode Details Canva is a marketer's best friend! The smart visual communications platform helps social pros with marketing, building presentations, graphic design, branding, and has even expanded into video editing and website building. As Jacky likes to say in this episode, it offers "the full shebang"! But how has their social media strategy contributed to Canva's success? Jacky explains in this episode how community and culture are cornerstones of Canva's ability to stay in the spotlight. We hear about the day-to-day responsibilities of a Social Lead, how Canva identifies target audiences, and how its social team leverages creators, UGC, plus Pinterest and TikTok to reach more people. In This Episode:
Resources Visit SocialPros.com for more insights from your favorite social media marketers. | |||
| A Social Pros Special: Looking At Q4 and 2025 | 30 août 2024 | 00:43:27 | |
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:
Resources
Visit SocialPros.com for more insights from your favorite social media marketers. | |||
| An AI Storytelling Masterclass with Mike Allton | 23 août 2024 | 00:31:57 | |
Can AI help us to become better storytellers? Your immediate thought might be no, of course not! But while an AI tool won't craft a compelling narrative out of nowhere, it can help us to become better at our jobs by saving time and acting as an advisor and assistant. For this episode, Mike Allton, the Chief Storyteller at Agorapulse, drops a masterclass on using AI to craft intriguing stories that all marketers and social pros can learn from. Full Episode Details As Chief Storyteller, Mike has fully embraced the new age of AI and shares his experience of learning how AI tools can play a role in storytelling. He shares examples of how AI can streamline research and content preparation and save time on the nitty-gritty work that bogs down creatives. For those new to social media with AI worries, Mike shares advice (and reassurance) and explains the common mistakes even seasoned marketers make when using AI. He makes it clear that it is no magic wand, but it's powerful – if you use it right. Mike weighs up AI's strengths and limitations, offering practical advice on when to utilize it in content creation. One example he recommends is using AI to identify gaps in your content strategy, freeing up time for humans while highlighting opportunities for great content in the future. In This Episode:
Resources
Visit SocialPros.com for more insights from your favorite social media marketers. | |||
| Greatest Hits: Creating Harmony in Creative Work with Joél Leon from New York Times Advertising | 16 août 2024 | 00:37:51 | |
We take a look back at one of our favorite episodes from last year this week. When Joél Leon, Creative Director, T Brand Studio at New York Times Advertising, joined us in episode 601, he brought plenty of wisdom and some mic drop moments. Full Episode Details If you want your creative team to make magic, then you've got to foster a healthy environment for them to thrive in. As Creative Director, Joél believes there needs to be more "harmony" within the creative process. And part of that is by building the right environment and leadership. In this episode, we hear Joél's take on what it means to be a great creative director and why it's important to trust your team and give them safe spaces to flourish creatively. Joél takes us through some examples of his favorite campaigns he's worked on and how his team defines success. He explores why it's necessary to practice what you preach, especially when joining conversations about social issues. In This Episode:
Resources Visit SocialPros.com for more insights from your favorite social media marketers. | |||
| How Quizlet Turns Fans into Friends on Social | 09 août 2024 | 00:39:26 | |
When people head to social media, usually the last thing on their minds is studying. But Quizlet, the widely popular learning platform, has managed to build an impressive social media presence that engages learners around the world. Tori Mueller, Senior Social Media Manager, joins Social Pros to clue us into their strategies. Full Episode Details Quizlet has perfected the formula for "edutainment" content with its unique blend of educational content, pop culture references, and community building on social. Tori heads up the social media department and joins this episode to take us through Quizlet's strategy for appealing to an audience of learners, particularly Gen Z. We hear about Quizlet's three-pillar approach to content creation: edutainment, building the brand, and tapping into culture. As serious study content isn't what people usually want to see on their social media feeds, Quizlet combines educational content with cultural commentary on the trends that appeal most to its audience. She explains why this strategy is so successful in keeping the brand top of mind for learners. Tori also shares a great example of how Quizlet engages in social listening by building a fully-fledged April Fools' campaign, "Rizzlet," based on a real user story on social. Quizlet also partners with influencers, and Tori shares how a partnership with @maxnotbeer led to high community engagement and new Korean language lessons added to the platform. Authenticity over polished content is a common theme in social at the moment, and Tori agrees that authentic content is performing much better for her team. To tap into that authenticity, she explains how part of their strategy is to show the real people behind the brand. In This Episode:
Resources
Visit SocialPros.com for more insights from your favorite social media marketers. | |||
| How Uber Turns Cultural Moments into Social Success | 02 août 2024 | 00:39:47 | |
What does it take to manage social media for a global brand like Uber? We hear the secrets to their social success in this episode with N'Yaisha Aziz, the Global Social Media Lead at Uber, who takes us through Uber's strategy and approach to building winning campaigns that resonate. Full Episode Details How can we make our social media content resonate and create a real impact online? N'Yaisha Aziz joins the podcast to share Uber's approach to community, adapting to cultural trends, and creating viral campaigns that people talk about at the dinner table. Heading up both sides of the business, Uber and Uber Eats, N'Yaisha operates across the brand team, product marketing, and social impact to deliver campaigns, initiatives, and messaging through engaging campaigns and organic content. We hear some behind-the-scenes stories of Uber's successful campaigns, including a holiday campaign with the "Queen of Christmas," Mariah Carey, and how she got to work on content in real-time for the Super Bowl. N'Yaisha explores the impact of community-driven content, the challenges of balancing campaign work with organic social media, and why Uber prioritizes shareability and comments as key metrics for success. In This Episode:
Resources
Visit SocialPros.com for more insights from your favorite social media marketers. | |||
| [Bonus] How Marketing Can Lead the Way with Data | 30 juil. 2024 | 00:38:42 | |
Data-Driven Decisions is a new limited-series marketing podcast presented by Convince & Convert and shared with our Social Pros listeners. What happens when marketing truly takes the driver's seat with data and insights? In this episode, we hear from Jenn Chase, Chief Marketing Officer and Executive Vice President at SAS, a company that operates with a data-first culture. Translating Data into Meaningful Insights Jenn explains what insights SAS focuses on from a marketing perspective and how that helps her team and other departments work together to drive results. She talks about the different types of surveys and brand studies that SAS conducts to collect data both internally and externally, plus the impact that has on working toward business goals. For SAS, it's clear that data is embedded in its culture, but for that data to be useful, it needs context. Jenn's team makes an effort to translate that data into insights that matter for different departments, including sales and finance. Jenn also shares some examples of clients SAS works with and how they have transformed how they use data to enhance the customer experience with personalization. In a cookie-less world, brands need to think outside the box when it comes to collecting data, but Jenn shares some top tips for companies to get started. In This Episode:
Quotes: "From a B2B perspective, we understand that we need to meet our buyer, not just as their work persona, but recognize that they live in a broader world, and you can reach them in a more personal way." "Start with the end in mind. What are the questions that you want to be able to answer about your customers that you can't today? Really paint a vision for what the end state could look like and how it can have business impact." "It's imperative we know not only the demographics but also the psychographics of those personas so that you understand what's motivating them and then making sure that that information is fed into a creative brief so that all of the content that you create downstream as part of an integrated campaign is based on what that persona wants." Resources:
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. | |||
| How to Learn from Trend-Signals & Social-First Content | 26 juil. 2024 | 00:35:47 | |
Leaning into social-first content can help you connect to the trends that your audience is already engaged with. The key to great social-first content? Being a content consumer yourself, says our guest this week, Byron Stewart, Associate Director of Social Media at Team Epiphany. Full Episode Details By tapping into the current online culture and trends, you're in the perfect position to jump onto new opportunities to expand your brand's reach. That's what Bryon found when he worked at Foot Locker. As he was scrolling on Twitter at the gym, he spotted an opportunity to jump on a meme about Machine Gun Kelly being a Foot Locker employee. Not long after he posted, the Tweet went viral. This is a perfect example of how you can build social-first content (sometimes with minimal work) with a consumer mindset – a key theme running through this episode with Byron. Byron shares his advice for social pros who want to leverage trends the right way, take risks, get leadership buy-in for campaigns, and how to work effectively with creators. We also hear his thoughts on tackling burnout in the era of being "chronically online" and why his top tip for social pros is to commit to continuous learning. The episode leaves us with Byron's thoughts on the creator economy and his approach to identifying and leveraging emerging trends for different brands. In This Episode:
Resources Visit SocialPros.com for more insights from your favorite social media marketers. | |||
| [Bonus] How Marketers Can Use Buyer Intent Data | 23 juil. 2024 | 00:44:00 | |
Data-Driven Decisions is a new limited-series marketing podcast presented by Convince & Convert and shared with our Social Pros listeners. Data is being used more and more to help businesses make the best decisions, in part thanks to the greater selection of tools available to capture it. But what if you struggle to access that first-party data? And what can you do with data once you do have it? A Balanced Approach to Data-Driven Decisions In this episode of Data-Driven Decisions, we sit down with Rand Fishkin, Co-Founder and CEO of SparkToro, an audience research tool that helps organizations understand their audiences better. Rand explains how SparkToro helps businesses learn about and target their audiences, and shares examples of users who have seen success with the platform. We hear his thoughts on common mistakes marketing teams make, such as relying too much on Google and Meta ads, and why sometimes more unconventional marketing can achieve better results. Rand also shares his balanced take on the use of data to drive decision-making. While data can be a great guide, there are certain blind spots that the data can't tell you about. Rand recommends a more balanced approach to data usage and supplementing data-driven insights with experimentation, intuition, and direct customer conversations to really get to know your customers. In This Episode:
Quotes: "One of the big frustrations that I have is that marketing has gotten more and more Google and Facebook advertising shaped... SparkToro is trying to show you where your audience actually spends time." "I think it pays to be responsible in your recognition of what problems data can solve and what it can't solve. It's not always the case, in my opinion, that every culture needs to be more data-driven." "I'm always shocked at how much I learn when I spend a bunch of time talking to customers or watching interviews." Resources:
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. | |||
| How Brands, Creators, and Communities Can Face the New Social Era | 19 juil. 2024 | 00:40:01 | |
It's time to put aside those rigid, long-term social media strategies. Social is changing, and flexibility is the new superpower. In this episode of Social Pros, Jayde Powell, Founder and Head of Creative of Em Dash, shares her tips for brands and creators to achieve success in today's social era. Full Episode Details As a true "creatorpreneur," Jayde isn't just the Founder and Head of Creative at Em Dash, a content and creative development agency. She has a ton of other projects, including hosting the LinkedIn series #CreatorTeaTalk, being the Co-Founder of Weed For Black Women, a media hub and online community, plus managing her own personal brand. She joins this episode to share her strategies for creating brilliant content for brands and collaborating with creators, plus how she developed her own personal brand on LinkedIn, aka "the Briefcase App." We hear why she favors flexibility and adaptability in social media strategies over rigid, long-term plans that often fall short in the fast-paced social media world. She suggests that brands should focus on developing teams who live and breathe social and can create high-quality content with a more flexible approach. We also talk about the creator economy, and Jayde shares some invaluable tips for creators on negotiating pay and developing business savviness. She suggests that brands look beyond partnering with creators for one-off campaigns and instead work on more sustained collaborations. The episode also explores Jayde's journey from corporate life to becoming a successful creator on LinkedIn, where she found success by staying true to her authentic voice and personality. In This Episode:
Resources
Visit SocialPros.com for more insights from your favorite social media marketers. | |||
| [Bonus] How Marketers Can Build a Culture of Data and Experimentation | 16 juil. 2024 | 00:36:21 | |
Data-Driven Decisions is a new limited-series marketing podcast presented by Convince & Convert and shared with our Social Pros listeners. How did this non-marketing but data-driven leader become a Chief Marketing Officer? Shafqat Islam, the CMO of Optimizely, joins this episode of Data-Driven Decisions to share how he's leading Optimizely's marketing team into building a culture of data and experimentation. Let the Data Do the Talking In this episode of Data-Driven Decisions, we dive deep into the world of marketing data, measurable targets, personalization and customer-centric marketing. Shafqat shares invaluable insights on how to approach personalization strategically, emphasizing the value of starting simple and scaling up gradually. He discusses the challenges of content creation for personalized experiences and offers practical advice on leveraging AI to find patterns in customer feedback from support tickets and sales calls. We also explore the critical role of experimentation and testing when it comes to new marketing ideas, and why Optimizely considers experimentation part of its culture. Shafqat explains why it's so important for marketers to have a rock-solid understanding of the typical customer journey and why this should be documented and measurable. In This Episode:
Quotes: "Marketing is as much about the customer as it is about the prospect. In fact, in the business of our scale, it may be more customer than even prospect." "It's really, really important to document the customer journey and understand all the touchpoints and then come up collectively as a marketing organization, with what we want that ideal journey to be." "Experimentation is much more than tools. To me, the idea is how do we create a culture of experimentation?" Resources:
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. | |||
| Why Micro-Virality Is the New Social | 12 juil. 2024 | 00:36:08 | |
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:
Resources Visit SocialPros.com for more insights from your favorite social media marketers. | |||
| Greatest Hits: 600th Episode | 05 juil. 2024 | 00:52:09 | |
What do social pros today need to know about the top platforms to get ahead? We look back at one of our favorite discussions from 2023 that marked 600 episodes of Social Pros! We asked none other than former Social Pros hosts, Jay Baer and Adam Brown, plus previous guest Allison Day, Senior Manager of Social Media at Reddit, to share their insights into what's working in social today. Full Episode Details To celebrate the 600th episode milestone, we brought back previous hosts and guests to share their thoughts on social platforms today, the biggest changes, and predictions for the future. Jay, Adam, and Allison share their 'love it or over it' verdicts on Threads, X, TikTok, and LinkedIn, and what they would do if they had to start over today. Jay, aka Tequila Jay Baer, talks about his strategy for starting his tequila influencer journey recently and why he focused on TikTok content to begin with. There are some brilliant insights into how social has and is changing all the time in this episode, plus some great advice for upcoming social pros tackling the space in 2024 and beyond. In This Episode:
Resources Visit SocialPros.com for more insights from your favorite social media marketers. | |||
| [Bonus] How Marketers Can Use Data to Become More Goal-Oriented | 02 juil. 2024 | 00:38:02 | |
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:
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:
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.
| |||
| How Higher Ed Can Do Better on Social for Their Students | 28 juin 2024 | 00:35:34 | |
What do students want to see when researching potential schools? It's a question that all higher education marketers need to ask, and the answers aren't always obvious. But good news! Our latest research, the 2024 Higher Education Marketing Report, reveals what the data says about student preferences and the strategies of current marketers in the space. We're joined by Strategist at Convince & Convert and Co-Founder of Social Fresh, Jason Keath, who takes us through the top insights in the report. Full Episode Details What marketers plan to do with their content and what students want to see aren't always on the same page. In this episode, Jason Keath takes us through some of the top insights that our report covers, including plans of current marketers in the higher ed space and student preferences from marketing content. Jason reveals that some marketers are turning away from email and YouTube, but the data reveals that this could be a mistake and doesn't align with the type of content we know students resonate with. We hear why video and UGC should be a priority for higher marketers and which platforms are most popular for that audience. This episode is packed with practical advice for higher ed marketers looking to optimize their strategies and allocate resources more effectively. Jason discusses the delicate balance of using AI in content creation, emphasizing the need for a human touch to maintain authenticity and connection with students. Jason also addresses the gaps in content topics that students are eager to see, such as career benefits, financial aid information, and internship opportunities. In This Episode:
Resources
Visit SocialPros.com for more insights from your favorite social media marketers. | |||
| [Bonus] How to Drive Impact in Your Organization with Data | 25 juin 2024 | 00:41:34 | |
Data-Driven Decisions is a new limited-series marketing podcast presented by Convince & Convert and shared with our Social Pros listeners. How can organizations drive real impact with data? Many organizations already have plenty of data at their fingertips these days, but it's not just about the data you collect. It's how you use it. Joining this episode is Anthony Coppedge, the Principal Lead of eCommerce Seller Initiatives at IBM, who takes us through his methodologies for using data to make a difference in an organization. Organizations Don't Lack Data, They Lack Insights Anthony leads business agility aims across sales, marketing, and product at IBM. But how does such a large organization manage and implement data insights to grow effectively? We hear Anthony's insightful approach to capturing and acting on qualitative feedback with the 'Retrospective Radar' approach. With AI such an important topic for many organizations, Anthony also takes us through how he uses the Watson Natural Language Processing tool to analyze unstructured data to create actionable insights. Anthony explains why having a clear north star in your organization is paramount and how his 'Outcome-Drive Alignment' model helps different teams come together with shared objectives to make smart, data-driven decisions. In This Episode:
Quotes: "Everybody knows what it's like to be swimming in data. What you need to be swimming in is insight." "Qualitative feedback is a type of data. So if you get feedback in a survey or a poll or a thumbs up or a thumbs down or verbatim text, all of that is a type of data. It's unstructured data, but it's data. And what we want to do is parse that data and understand it in a quantitative way." Resources:
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. | |||
| Greatest Hits: How Better Half Is Breaking Social Molds | 21 juin 2024 | 00:39:16 | |
How do some of the top brands like Netflix, Nike, and Disney drive audience participation and fandom? We find out in this episode, where we look back at one of our favorite conversations from last year with Alyssa Bonanno, the Chief Creative Officer and Founder of next-gen creative agency Better Half. Full Episode Details Audience participation and engagement are crucial for the consumer and entertainment brands that Better Half works with. But what's the key to tapping into those fandoms? For Alyssa Bonanno, the trick is being "fandom-led." She joins the show to share how her agency fosters great working relationships with huge brands and their audiences to drive results. We hear how the small-but-mighty team thrives, the benefits of intentional hiring, and how her agency manages consistently high-quality social output for brands. Alyssa gives us some back story on how she built her team, Better Half's own strategy for success, and why she believes you need to take big swings on social to get noticed. In This Episode:
Resources
Visit SocialPros.com for more insights from your favorite social media marketers. | |||
| [Bonus] How Salesforce Builds a Culture of Data-Driven Decision-Making | 18 juin 2024 | 00:40:11 | |
Data-Driven Decisions is a new limited-series marketing podcast presented by Convince & Convert and shared with our Social Pros listeners. How do you compare with your peers? It's a question that every marketer asks, and data is the trick to removing the guesswork from that answer. But finding the right data to benchmark yourself against your peers can be a challenge. Joining the podcast this week is Rob Garf, the VP and General Manager of Retail at Salesforce. He explores how Salesforce builds insights for retail customers to gain clarity on where they sit in the market. Infuse Data into Everything You're Doing In this episode of Data-Driven Decisions, Rob discusses how retailers use Salesforce's Shopping Index to compare their performance with peers and what types of data are most important to focus on. Our conversation delves into the methods of collecting actionable insights, the importance of understanding customer behavior, and why data-driven personalization is key to building a great customer experience. Rob also shares plenty of examples of how retailers have used Salesforce's data to enhance their business operations and offers advice for organizations aiming to build a data-centric culture. We also explore how Salesforce's annual holiday predictions have increased brand recognition and built trust with executives. In This Episode:
Quotes: "Anytime we're thinking about collecting data or thinking about telling stories with the data, we try to get as many stakeholders involved in it as possible. And so, we're really getting collective wisdom." "I really encourage the team to think about the headline. It's really the thesis. What are we trying to convey? And then work backward to understand how we get the data to either substantiate that point or counter it." Resources:
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. | |||
| How Salesforce Breaks B2B Social Stigmas with Influencers | 14 juin 2024 | 00:47:40 | |
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:
Resources Visit SocialPros.com for more insights from your favorite social media marketers. | |||