Explore every episode of the podcast Big Things Podcast
Dive into the complete episode list for Big Things Podcast. Each episode is cataloged with detailed descriptions, making it easy to find and explore specific topics. Keep track of all episodes from your favorite podcast and never miss a moment of insightful content.
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Title
Pub. Date
Duration
Gaby Bayona On Building 5+ Businesses & What’s Next for the Bridal Industry
20 Dec 2023
00:42:41
Gaby Bayona is a force in the bridal and modeling industries. The humble entrepreneur has been building her empire since her teens and is now the owner of multiple businesses. After starting out as a seamstress in her mom’s bridal business, Gaby discovered a passion for the industry. By the time she graduated high-school she knew she wanted to own her own business. Now, she owns 3 bridal dress brands and a boutique with multiple locations in Canada, as well as a modeling agency based out of Vancouver, BC. We talk with Gaby about what inspired her to take on such an ambitious lifestyle and what moves she’s making next. Gaby shares her career journey, explains the strategic reason behind why she created multiple dress brands, how she manages it all and what she thinks is next for the bridal industry.
01:00 - Gaby’s story of growing up in the bridal industry.
03:30 - Lessons Gaby learned from her mom’s business.
09:00 - The rundown on Gaby’s businesses: Why start multiple businesses?
14:00 - How to keep a personal connection with your customers as your business scales.
15:50 - Advice for someone looking to start a bridal business in today’s noisy digital environment.
17:40 - Digging in the branding and marketing side of Gaby’s businesses. How she was able to explode on Etsy and Pinterest early on and what is she doing now?
19:00 - Building publicly from a place of vulnerability.
26:40 - Has Gaby ever wanted to quit?
30:00 - How does Gaby manage her time and energy between the multiple brands and companies?
39:00 - Trends to watch for in the wedding and bridal industries.
Production by Morgan Berna, editing by Oliver Banyard.
Exploring the World of Sports Marketing with Shahob Mehr, Director of Content
13 Dec 2023
00:38:56
This year, it seems like every company is trying to get involved in sports. It had us wondering, is there really an increased interest in sports or is this a perceived growth we’re seeing on our own feeds? We brought in sports marketing expert and Director of Content Strategy for William Raymond Communications, Shahob Mehr, to answer our questions.
Shahob shares his journey from being a student, to getting a seat at the table in this incredibly competitive industry. He unveils the hidden layers of the sports industry, exploring topics like: the art of creating compelling social media pathways for athletes and how to build rock-solid relationships. And, he answers our big question: Do all companies need a sports partnership?
Production by Morgan Berna, editing by Oliver Banyard.
Cooking with Babish, Matty Matheson and The Bear. How Made In Network Created the Buzziest Programming and How You Can Too
06 Sep 2023
01:02:07
[REPOST] Your brand is a whole lot more than the products or services you sell. Your brand is what you stand for, and establishing your core beliefs can help you stand apart from the rest, attract like-minded clients, and better serve your community. Today’s guest is Ryan Mack, Chief Commercial Officer at Made In Network. As CCO, his job is a mix of marketing, entertainment, business development, and corporate strategy.
Prior to this role, Ryan was the President of Virtue, which is the creative agency of Vice, where he led efforts globally with a specific focus on the Americas. This sums up what he has been doing most recently, but Ryan has a wealth of experience and a diverse body of work, which you’ll hear more about in this episode; where it all started, what drew him to content marketing, and what his philosophy looks like today.
One of the things that stands out about this interview is Ryan’s perspective that the death of social media is bureaucracy. Once there are too many decision-makers on something as simple a tweet, he believes that it stifles creativity and outcomes. Tuning in, you’ll hear about his experience with this and how he sought to make social media intentional again by moving to a smaller agency. He speaks about the importance of establishing your core beliefs as a brand and how it can help you become more agile, but don’t overthink it!
The best brands don’t. Ryan offers advice for those just starting out in content creation, emphasizes the power of collaboration, and shares his predictions for the future of digital content. Tune in today to find out more.
Production by Morgan Berna, editing by Oliver Banyard.
Is AI Going to Replace Digital Marketers? A Conversation with AI Expert & Strategist, Maria Osipova
16 Aug 2023
00:43:37
Have you been wondering how AI will impact the future of digital marketing and content creation? In this episode we talk with Maria Osipova, CMO at Penny AI and one of the lead educators in Gigantic’s Generative AI course, to dissect the role AI can and will play in marketing. Gain insight into how these technologies are revolutionizing various sectors, including media, marketing and sales. We delve into the limitations and opportunities of AI in content creation, Maria’s favorite ChatGPT plugins and tips for marketers wanting to navigate this new terrain successfully.
An episode packed with valuable insights and tips, this is your chance to stay ahead of the curve in the ever-evolving world of AI and marketing.
Production by Morgan Berna, editing by Oliver Banyard.
Stop Fighting Algorithms & Take Back Your Power as a Creator with Cameron Uganec from The Leap
09 Aug 2023
00:37:13
Are you tired of feeling like your content is at the mercy of social media algorithms? Cameron Uganec, SVP & GM at Thinkific & The Leap, is trying to show creators a better way to monetize online. Cameron is a seasoned expert in building brands and products in the creator economy. In this episode he shares insights on how creators can maximize monetization opportunities and build audience-centric brands. We explore the 3 phases of the creator economy, from the rise of social media influencers to the current entrepreneurial phase, and deep dive into the concept of ‘creator educators.’ Cameron explains why it’s more beneficial for creators to pursue an educator path rather than chasing influencer status. Cameron unveils his journey, from managing big brand accounts to now empowering content creators at Thinkific. We explore his experiences, insights and predictions for the creator economy, further illuminating the ways this economy is reshaping the digital landscape.
Production by Morgan Berna, editing by Oliver Banyard.
What Is Your Brand’s Sound? Exploring Sonic Branding with Joe Belliotti and Rebecca Jolly
02 Aug 2023
00:42:48
Ever wondered about the magic behind your favorite brand's unique sounds? Does your brand have a sound? Have you ever really considered it? Every time we add music to our social media videos, or sound effects, we start to build a sound ecosystem around our brand – and that affects how your audience feels. In this episode, we’re talking with sonic branding experts, Joe Belliotti and Rebecca Jolly, about the release of their new book: How Music Grows Brands. They break down the science behind sonic branding, how to strategically select sounds and music that fit your brand’s target demographic and more.
Production by Morgan Berna, editing by Oliver Banyard.
Are Brand Deals Dead? What Brands and Creators Need to Know in 2023 with Sean Scott, The Partnership Expert
26 Jul 2023
00:38:26
Are brand deals dead? Is AI going to replace user-generated content? Should brands invest in creator partnerships? Where are the opportunities for creators to earn an income right now? In this episode, we sit down with Sean Scott, The Partnership Expert, to talk everything creator economy. Sean shares advice for creators looking to land big brand deals and turn their content creation into a lasting career. Sean also shares opportunities creators may not be considering (including a tip MrBeast uses), what channels brands should focus their spending on, guidance around gifting and more.
Production by Morgan Berna, editing by Oliver Banyard.
Future-Proof Your Marketing Strategies: A Deep Dive Into Scanning with Alyssa Yuhas, Creative Director at Arcade
19 Jul 2023
00:46:50
Do you feel like you’re constantly chasing the tide of the digital marketing industry? Trends in the industry seem to move lightning fast and there’s no sign of it slowing down. We knew there had to be a better way. In this episode, we’re sitting down to talk with Alyssa Yuhas, Futurist, award-winning designer and the Creative Director at Arcade, about scanning. Alyssa implemented this strategy, used by Futurists, at Arcade through a program she calls SCAN CLUB. The process allows marketers to stop “pivoting” and instead lean into curiosity, and intention to craft strategic work that resonates. Alyssa breaks down everything you need to know to start scanning on your own in this episode.
Production by Morgan Berna, editing by Oliver Banyard.
Tips from a YouTube Expert: How Creators Can Leverage the Channel, Repurpose Content & Grow with Latasha James
12 Jul 2023
00:36:24
Since 2005, YouTube has ebbed and flowed in popularity. Now, we're seeing people navigating to the platform in waves, asking for longer-form content. In 2021, YouTube saw enormous growth, with a 46% increase in revenue. Now, over 2.5 billion people access YouTube each month. For creators and brands, it's a huge opportunity. In this episode, we sit down with OG YouTuber Latasha James. Latasha walks us through her 10-year journey on the platform and what it took to make her channel take off. She shares tips for creators and brands looking to get on the platform, grow strategically and see results. Latasha shares strategies for repurposing content from other social media platforms, finding YouTube's role in your funnel, AI's role in content creation, and more.
Production by Morgan Berna, editing by Oliver Banyard.
How to Write Newsletters Your Subscribers Will Actually Open with Lia Haberman, Founder of ICYMI
05 Jul 2023
00:42:56
For years it felt like everyone was moving away from email marketing and newsletter and onto social media. However, with changes to platforms and algorithms, email has seen a resurgence this past year. Creators are flocking to platforms, like Substack, where they can own their audience and curate their message. The only trouble is, how do you actually get your subscribers to navigate with you and engage? Our first guest of Season 6 is Lia Haberman, the mind behind the email newsletter sensation, ICYMI. In this episode, she shares her tips to craft a newsletter that not only gets opened, but actually supports your business goals and builds your brand.
Production by Morgan Berna, editing by Oliver Banyard.
You Need to Start Looking at Your Agency as a Brand with Mitzi & Mike, Partners at Arcade
28 Jun 2023
00:51:18
** This episode is sponsored by ilovecreatives. Learn more about ilovecreatives' graphic design course, here: ilovecreatives.com/waves **
Five years ago, we joined forces to start Arcade – our answer to the industry’s saturation of generalist marketing agencies. Using a digital first approach, we took on ecommerce clients looking for distinct, results-driven strategic work. Since then, we’ve scaled our team to almost 20 employees, and worked with over 100 clients including GoDaddy, Tacofino, UCLA Health and John Krasinski’s Some Good News. We’ve produced 6 seasons of Waves, continue to run a weekly live podcast called Tea for Lunch, launched our newsletter, created The Studio… and we’re just getting started. In this episode, we break down what it took to make it to 5 years as a digital marketing agency, our top moments and learnings during that time, and why we focus so much on our own social media channels. We do things a bit differently around here, and wouldn’t have it any other way.
Production by Morgan Berna, editing by Oliver Banyard.
Mindset, Ambition and a Major Comeback with Valentin Ozich of I Love Ugly
24 Aug 2022
01:07:05
Back in 2008, up-and-coming artist, Valentin Ozich, started I Love Ugly out of his bedroom with zero experience in business or fashion. The brand experienced rapid growth, going from 0 to $10,000,000 in seven years. They had a flagship store in LA, Melbourne, Sydney, four flagship stores in New Zealand and a major license deal on the table in South Korea. They had seven global distributors with over 200 accounts stocking their products globally, plus an online store that was growing quickly. And then it (almost) all went away. For our season 5 finale, we sat down with Valentin Ozich to talk about his journey with I Love Ugly; the good, the bad and the, well, ugly. We talk about his journey of bouncing back from near-bankruptcy, the importance of working on yourself even more than you work on your business, and the mindset required to achieve ambitious goals and, more importantly, find happiness.
Mitzi and Mike are back with another solo episode. This week, they’re talking through the top 3 news stories (signals) that they’re following. We break down what each signal could mean for the future of digital marketing. First up, Chipotle renames one of their locations after a Travis Kelce tweet resurfaces. Then, we talk about the rise of print with NYLON relaunching their physical magazine for the first time since 2017. Last, we talk about Kendrick Lamar’s “anti-smart” phone and what it might mean. We wrap things up with a listener question about getting through the busy Q4 season as both a marketer and business owner.
Show Notes:
00:00 - We’re pivoting!
02:08 - How we’re prepping for December with a business and two kids. Plus, Mike learns a lesson about Elf on the Shelf.
05:13 - Diving into our first news story (signal): Chipotle made a hilarious move after Swifties dug through Travis Kelce’s old tweets.
09:33 - NYLON is bringing back print. They’ll be launching their inaugural issue spring of 2024. Is print making a real comeback, or is it a gimmick?
13:06 - What other analog experiences we want to see come back (roller rinks, piano bars and award show parties).
18:39 - How magazine culture influenced Arcade’s marketing agency name.
21:03 - Kendrick Lamer’s “anti-smart” phone sold out in minutes. People are buying Nokia flip phones. Is there going to be a resurgence of simpler tech? Who is this a best fit for?
25:44 - What games we’d wake up in the middle of the night to play on our old devices.
28:35 - Listener question: How do you get through a busy Q4 season with your team? Both as business owners and marketers.
31:00 - How to change your perspective around feeling “busy.”
Production by Morgan Berna, editing by Oliver Banyard.
Committing to Your Values As You Grow with Mary Young, Founder of MARY YOUNG Intimates
17 Aug 2022
00:46:39
Creator of her namesake intimates brand, Mary Young knew from a young age that fashion was her calling. Sure of her deep values of self-love and sustainability, Mary worked to build a brand that would stay true to these values even as it grew. For episode 57, we sat down with Mary to talk everything MARY YOUNG. We explore her business’ growth, how she engages with her community (even as platforms have evolved) and if she ever envisioned what MARY YOUNG what the brand would become. We also talk about the Self-Love Club and what it means to be a truly sustainable brand. Finally, we discuss how business owners can overcome their imposter syndrome to build powerful content platforms that engage their communities.
Production by Morgan Berna, editing by Oliver Banyard.
Creating Magical Brand Moments Using Story with Gina Gianatasio Michnowicz, CEO at The Craftsman Agency
10 Aug 2022
00:42:33
As the CEO and Chief Creative Office for The Craftsman Agency, Gina has worked with major entertainment brands like Disney to create buzz around new releases. For episode 56, we sit down with Gina to talk about the strategies and difficulties with marketing stories. We explore different storytelling strategies, that don’t give away the plot, and creative activations The Craftsman Agency has used to create magical moments. Gina shares how they take these strategies, typically used for TV and movies, and apply them to physical products. We also discuss if there is room for brands on new platforms, like BeReal.
Production by Morgan Berna, editing by Oliver Banyard.
What Trends Teach Us About the Future of Brands with Alyssa Yuhas, Creative Director
03 Aug 2022
01:02:17
After working in design for over a decade (with many notable accomplishments), Alyssa saw a way she could take her work to the next level. She returned to school and began studying a Masters of Design in strategic foresight and innovation. As a future futurist, Alyssa researches topics around Web3, social media, the creator economy and more to help businesses stay agile, community-oriented and exciting. For episode 55, we sit down with Alyssa to talk about what a Futurist does, how trend scanning can help brands future-proof their business and if it’s possible to reverse engineer a trend. We talk about the difference between trends and fads and if it’s possible to grow on social media without following trends in this day and age. Alyssa explains the larger societal stories trends tell us and why scanning diverse content is essential. This episode gives marketers and business owners a high-level look at a skillset that can rocket their work to the next level.
Production by Morgan Berna, editing by Oliver Banyard.
STIL Classics Founder Marissa Cristina on Entrepreneurship, Organization & Taking the Reins on Life
06 Jul 2022
00:43:55
Entrepreneurship has always been in Marissa’s DNA. From a young age, she knew she wanted to pursue a career that felt like more than just a job. As life got busier, she needed a tool to help her stay organized but couldn’t find a planner to do the job. So, she built her own. For episode 54, we’re sitting down with Marissa to talk about her experience creating and growing STIL Classics. Marissa explains the science behind analog vs digital planning, why STIL had to pivot from social media to email marketing and how STIL keeps up with the demands of content creation. Marissa also touches on what her MS diagnosis meant for her health, business and outlook on life. She shares her advice for other entrepreneurs battling chronic pain and illness while building a business. Marissa is passionate, dedicated and a perfect reminder that if the product you want doesn’t exist, make it.
Production by Morgan Berna, editing by Oliver Banyard.
Rebranding and Future-Proofing Your Business, with Scout Shmygol of vitruvi
29 Jun 2022
00:43:26
In April of 2022, the design-forward home scenting company, vitruvi, made a bold move that shocked their followers; they archived their entire Instagram feed, leaving up only a 3-grid with the phrase, “change is in the air.” Their followers guessed new packaging or the introduction of a brand color, but vitruvi took it a few steps further with an entire rebrand, launched in one day. The rebrand was impossible to ignore on social media, with posts from their 250+ affiliates sporting their new signature “Homebody” sweatshirt going live on the feed. A move that had been two years in the making, vitruvi saw a 50% increase in social media engagement following the launch. For episode 53, we’re sitting down with vitruvi’s Senior Brand Marketing Manager, Scout Shmygol, to dive deeper into the rebrand. Scout takes us through the process from inspiration to design and launch. We talk about vitruvi’s goals with sonic marketing, disruption in the air care space and future-proofing their business. She also lets us in on the major change they made the week of the relaunch. This episode is a perfect case study on the level of thought and care that goes into a successful ecommerce rebrand.
Production by Morgan Berna, editing by Oliver Banyard.
Intern Takeover! AMA with Mike & Mitzi on Agency Life, Career Exploration and Tips for New Marketers
22 Jun 2022
01:09:32
This week, Mike and Mitzi are in the hot seat as the Arcademy interns take over Waves Social. Nyarout Jock and Addi Ninaber, Arcade Studio's inaugural social media interns, host episode 52 for an all-out AMA with Mike and Mitzi. They ask the burning questions new grads and marketers want to know, from how to get started in the industry to tips for staying resilient in an ever-changing industry. Mike and Mitzi talk about how Arcade Studios and Waves Social got started, their work backgrounds and their top tips for new marketers. Then, Nya and Addi put them to the test with a battle of the brands game. This fun episode's packed with takeaways for anyone considering a marketing, social media or design career.
Production by Morgan Berna, editing by Oliver Banyard.
Social Media Trailblazer Mario Moreno Sears on Marketing, Content Creation & Leaving Corporate
08 Jun 2022
00:45:18
After spending 12 years inside the in-house social media marketing world, Mario Moreno Sears knew it was time to mix things up. Armed with his experience working with Guess?, Forever 21, L’Oréal Paris and H&M, Mario was ready to start his entrepreneurial journey. He has since started a D2C brand, We Spill the Tea, launched his own social media agency, Moonrise Social Club, and has gathered more than 160k followers across TikTok and Instagram. His passion for the ever-changing social media landscape has kept him hungry, passionate and teachable. In this episode, we sit down with Mario to discuss what led him down this path and where he sees himself going in the future. Mario shares advice for overcoming imposter syndrome, sharing what you know and making sure you’re doing what you love. A true pioneer of the social media industry, this episode shows the power a career in social media can have.
Production by Morgan Berna, editing by Oliver Banyard.
Ingrid Nilsen & Erica Anderson on Career Pivots, Social Selling and What’s Next for THE NEW SAVANT
01 Jun 2022
01:13:17
For episode 50 of the Waves Social podcast, we are joined by the co-founders of THE NEW SAVANT, Ingrid Nilsen and Erica Anderson. We talk about their respective journeys, from working in tech and content creation to running a D2C brand that builds one-of-a-kind olfactory experiences. Ingrid shares her decade-long journey growing her YouTube channel to over 3.5M followers and 6M across platforms, her experience interviewing President Obama and choosing to retire from content creation to explore a new path. Erica shares her experience working with MTV News, becoming one of the original Twitter employees and working at Google and Vox Media before deciding to go into business with Ingrid. True forces to be reckoned with, Ingrid and Erica show what it means to never settle for being predictable.
Production by Morgan Berna, editing by Oliver Banyard.
Growth Advice for D2C Brands with Dulma Altan, TikTok Creator & Founder of Makelane
04 May 2022
00:54:27
Welcome back to the Waves Social podcast. For episode 49, we are joined by business analyst and entrepreneur Dulma Altan. Dulma is the founder of Makelane and Startup Stork, and has over 63k followers on her “B-School for women” TikTok account. In this episode, Dulma shares her advice for D2C brands and business owners looking to build community, improve their cash flow and grow their online following. She shares her journey with her businesses and her growth on social media, advice for celebrities and influencers looking to start a brand and cautionary tales for business owners. Dulma also shares stories from her “100-day challenges,” including when she ended up in the hospital during a challenge. If you’re interested in starting a business, or are looking for advice for your existing one, this episode is packed with advice for you.
Production by Morgan Berna, editing by Oliver Banyard.
6 Routines & Non-Negotiables We Live By to Stay Creative and Motivated, with Mike and Mitzi Payne
20 Apr 2022
00:31:30
Welcome back to another solo episode of the Waves Social podcast. This time, we’re sharing the six routines and non-negotiables we live by now that we didn’t five years ago. A lot has changed since we started our business, and we’ve learned that many of our old habits weren’t going to make us successful in the long run. Over time we’ve developed these six routines that help us stay happy, healthy and creative as partners and individuals. From setting time boundaries to pursuing hobbies outside of work, these are the strategies we live and breathe by daily. We take a deep dive into what each one is, why we started to do it and what impact it has made on our lives. If you feel like you could use a reset, this episode is full of strategies you can use today to set yourself up for a better tomorrow.
Production by Morgan Berna, editing by Oliver Banyard.
Handling Tough Client Feedback & Finishing Strong in Q4 with Mike & Mitzi Payne
15 Nov 2023
00:49:57
It’s the most wonderful time of the year… Marketers hold their breath and pray the Facebook pixel was installed correctly. Hopefully this episode will breathe some levity into your week. We’re shaking things up a bit this week–taking some time to have a catch-up and chat through some listener questions we’ve gotten. From handling tough client feedback and giving mistakes the attention they deserve, to our thoughts on sports brand collabs and sonic branding, this episode is a fun, light listen for marketers trying to finish Q4 strong.
Show Notes:
01:26 - A bit about today’s episode: we’re trying something a little different.
01:55 - What Mitzi and Mike have been up to lately: thoughts on Q4, live music and fantasy sports.
16:00 - What do we recommend if you have a social media client who keeps posting on their own?
21:28 - How do you handle tough client feedback? Or when a client is disappointed with something that you do?
25:05 - Don’t rush through a mistake, give it your attention and care.
31:24 - How to handle feeling rejected when your ideas get shot down.
33:52 - About Scan Club and the signals we’ve been watching recently.
36:51 - SKIMS x the NBA and the rise of sports in marketing culture.
40:27 - Gen Z’s sonic branding knowledge and cringing at the term “brand beats.”
43:05 - Bringing artists & DJs into the sonic branding conversation.
45:30 - Strong branded “sounds” and the stigma of jingles.
Big Things with Mitzi (@mmmitzi) and Mike (@mmmiiike).
Production by Morgan Berna, editing by Oliver Banyard.
YouTube Creator Scott Yu-Jan on Building Your Audience, Perfecting Your Brand and Dealing with Creative Blocks
13 Apr 2022
01:03:14
With 145k subscribers on YouTube, Scott Yu-Jan’s thoughtful storytelling style has undoubtedly resonated with watchers. His YouTube maker videos bring an approachable feel to the craft, inspiring audiences of all ages to test their creativity. For this episode, we sat down with Scott to talk about creativity, content creation and everything YouTube. We dive deep into the struggles of creative blocks and explore strategies to leverage the good, inspiring days. Scott takes us through his personal storytelling ‘rules,’ equipment setup and branding tips. With many practical takeaways, this episode is equal parts valuable and motivating.
Show Notes:
Introducing today’s guest, Scott Yu-Jan, and talking about the important role your community plays as a creative.
What inspired Scott to get onto YouTube and what has kept him motivated as he’s grown?
Dealing with the “cringe” you feel when watching old content.
How to find your voice, your taste and your content style.
How to take the first steps with a new project and get past creative blocks.
Was there a certain video that helped Scott get traction on his channel? What has growth on YouTube been like?
How did Scott settle on his video and storytelling style?
Scott’s storytelling rules.
How is Scott able to make complex material approachable?
What kind of storytelling did Scott look to for inspiration before getting on YouTube?
YouTube and monetization: When to explore it, tips to manage the process and how to make sure your brand is ready for outside influence.
The difficult realities of creating content.
Tips for creators looking to get started on YouTube.
Digging into Scott’s creative process: How does he come up with ideas, how long does it take to film and edit and what storytelling process does he use?
What tools Scott uses to film and edit his videos.
What parts of the creative process Scott loves and which parts he hates.
Production by Morgan Berna, editing by Oliver Banyard.
Building a New norm. for the Creator Economy with Kayley Reed, Founder & CEO of Hermana Agency and norm.
06 Apr 2022
00:54:21
After spending eight years working in the creator economy, Kayley Reed realized the gaps she was working around wouldn’t go away on their own. That’s when she decided it was time to build a solution and began working on norm., a unique tech resource for influencers. In this episode, we catch up with Kayley about how the needs of the creator economy have been drastically changing over the last few years. We dive into the growth her influencer marketing agency, Hermana, has seen, how brand partnerships have changed, the best social platforms to grow on today and what influencers and brands can expect from her new company, norm. As someone who has worked on every side of influencer marketing, Kayley is extremely knowledgeable on what it takes to turn content into profit for both creators and businesses.
Production by Morgan Berna, editing by Oliver Banyard.
Leveraging SEO to Optimize Your Content and Challenge Your Competitors with Austen Tosone, Fashion and Beauty Content Creator
30 Mar 2022
00:55:55
How often do you sit down and really hash out your quarterly goals with your content? If you said ‘never,’ you’re not alone. In this episode, we talk with Austen Tosone about how she’s grown her blog, “Keep Calm and Chiffon,” into her full-time job by treating it like she would any other career. She explains how she got started, the important role SEO has played in her growth, how she sees which keywords competitors are using, the importance of setting goals and why never burns a bridge. With a background in the publishing industry, Austen has been at the forefront of the pivot to digital content and is a true OG in the blogging field.
Production by Morgan Berna, editing by Oliver Banyard.
Leaning Into Your Community to Build a Lasting Brand with Annie Atwell of JuneShine
23 Mar 2022
00:36:24
How did a hard kombucha brand manage to disrupt the alcohol industry and reach a net-zero carbon footprint while simultaneously building a powerful ambassador program? Ask JuneShine, a hard kombucha brand based out of San Diego. For episode 44 of the Waves Social podcast, we sat down with Annie Atwell, Director of Marketing at JuneShine, to talk about her experience working for a leading-edge, sustainable alcohol brand. We learn how JuneShine came to be (and how alcohol was never the priority), how they’ve managed to keep their values central even as they’ve grown and what’s next for the brand. Annie also talks about her own career path in marketing and the top advice she gives to other marketers.
Production by Morgan Berna, editing by Oliver Banyard.
The Art of Documentary and How to Build a Successful Online Course with Mark Bone and Michael Del Monte
16 Mar 2022
01:19:10
What does it take to tell a really good story? For episode 43 of the Waves Social podcast, we’re joined by renowned documentary filmmakers, Mark Bone and Michael Del Monte, to talk about their successful online course, ‘The Art of Documentary.’ We discuss what led them to filmmaking in the first place, what impact social media has had on the industry and how creators can find their niche in saturated markets. True storytellers themselves, Mark and Michael explore what it takes to be the best at what you do and what happens once you get there.
Production by Morgan Berna, editing by Oliver Banyard.
Charly Goss on Leaning Into Your Personality to Attract an Audience on Instagram
09 Mar 2022
00:53:18
For episode 42 of the Waves Social podcast we’re joined by stylist and social media phenomenon, Charly Goss. Charly dives into what it has been like to grow her presence online through the pandemic, how she leaned into passive income streams to exponentially grow her business, her experiences fighting cancer twice and how she’s built trust with her audience. Charly is a hilarious, no-nonsense entrepreneur whose personality has been a key piece in growing her social media and business following. She explores dealing with rapid online growth, the importance of diversifying your social media presence, balancing a business with motherhood and embracing the grit life has given you.
How Charly got into personal and interior styling, how being “bossy” helped grow her business and discussing her experiences with having cancer twice.
Did Charly ever envision having the team she has today and being an entrepreneur? What’s it like to hire, delegate and manage a fast growing company. And, does she wish she started earlier?
The importance of showing up on social media. How do you do it? And how do you not let people’s opinions get to you?
What has it been like to experience such massive growth in under a year? Which content series had the best ROI?
How do people respond to Charly’s tough-love style? Dealing with criticism and asking for what you want.
Finding the joy in the chaos. What’s next for Charly’s business? What are her aspirations for future growth?
How did Charly get into selling digital Guides and products? What is it like to grow a passive income stream through social media?
The future of the Guides; what’s next?
Major takeaways from Charly’s first year running this business. Plus, how to build trust with your audience.
The importance of diversifying your social media presence.
Charly’s health journey and how getting cancer made her tough(er).
Discussing the importance of valuing people’s time and showing that you care.
Discussed in this episode:
Charly Goss - @charlygoss
Charly Goss Style Inc. - https://www.charlygoss.com/
Diana Dares - @diane.dares
Katy Sturino - @katiesturino
Melanie Laurene - @melanielaurene
Maria José - @aglimpseofmaria
Waves Social with Mike (@mmmiiike) and Mitzi (@mmmitzi).
Production by Morgan Berna, editing by Oliver Banyard.
5 Things We’re Starting and Stopping in 2022 with Mitzi & Mike Payne of Arcade Studios
02 Mar 2022
00:31:02
In this episode of the Waves Social podcast, we dive into 5 things we’re starting in 2022 and 5 things we’re leaving behind. From content creation to client relations, we explore what has and has not been working for us as an agency. We discuss the importance of creating video content that’s personable, in the moment and low-fi; we explore client dynamics and how we’ve learned how to say ‘no’ to projects that aren’t our best fit, and we talk about why we’re going to be providing more free content than ever this year. Drop something you’re starting in 2022 in the comments below!
Today’s episode dives into 5 things we’re starting in 2022 and 5 things we’re leaving behind. We kick things off with what we’re leaving behind.
First, why we’re no longer relying on advertising for sales. We discuss the changes we’re seeing in the digital advertising industry.
Second, why we’re no longer posting static images or filler images for client social media accounts. What we’ll be posting instead.
Third, it’s time to stop gatekeeping. There is room for everyone in our industry to succeed and we talk about how we’ll be sharing more value.
Fourth, why we’re no longer operating as a one-stop social media shop. Exploring how being selective is helping us align with the right clients and the power in saying ‘no.’
Fifth, why we’re no longer taking on personal brand clients. The power in showing up authentically online and what audiences are wanting from thought-leaders.
Moving on to what we’re doing more of. First, we’re working to be more agile with content creation. How we’re practicing this internally.
Second, we’re doubling down on email marketing. The pros of owning your audience and the importance of personalization.
Third, why it’s more important than ever to be leading with your values. How we’ll be challenging clients to lead with theirs.
Fourth, we’re getting comfortable with creating digestible content in the moment. Turning into a content machine and when to move away from perfectionism.
Finally, we’re prioritizing creating desire over optimization. Why optimization won’t matter if you haven’t built a strong foundation around your brand.
Production by Morgan Berna, editing by Oliver Banyard.
How to Scale Your Agency & Stand On Your Mission with Gary Williams, CCO of Creative Theory
23 Feb 2022
00:51:01
Welcome to Episode 40 of the Waves Social podcast. On this episode, we sit down with Gary Williams, Chief Creative Officer for Creative Theory Agency, to talk about his experience scaling the agency over the last year. Creative Theory is a culture-focused agency that has worked with big names like Google, Meta and YouTube. We talk with Gary about how the team knew it was time to grow, what it was like bringing in HR, how they work to keep their mission central to the work they do, the important role leadership plays in maintaining their culture and more. Gary takes a deep dive into Creative Theory’s mission to elevate the voices of Black and Brown people, as well as underrepresented groups. He explains why he’s staying rooted in DC and why they chose to open Gift Shop in addition to their agency work.
Show Notes:
Gary dives into handling sudden growth as an agency and why it’s important to hire with intention.
Talking about how Creative Theory scales efficiently, decides when to grow and when they knew it was time to bring in an HR team.
How to take calculated risks with growth and hiring.
How leadership can drive and protect culture as your business shifts and changes. Creating your mission and keeping it first.
Why Creative Theory has decided to keep growing and how they’re making sure their team is supported.
How Gary went from working as a photographer to running a creative agency. What did that change look like?
Advice for marketers and agencies aspiring to create award-winning work. Plus, finding and standing in your why.
What work is Gary most proud of?
What is the Gift Shop and where is it going? How Creative Theory is taking tangible steps to support Black and Brown artists.
Who is more of the risk taker between Gary and Tamon? And, how to decide on the right types of risks to take as a business.
Why Gary’s staying planted in DC.
How to get started with whatever it is you want to do.
Who’s capturing Gary’s attention right now?
Discussed in this episode:
Gary Williams: @masterwilliams
Creative Theory Agency: https://creativetheory.agency/
Micaiah Carter - @micaiahcarter
Abad Studio - @abad_studio
Beyond 8 - @beyond8_
Joshua Kissi - @joshuakissi
Inari Briana - @inaribriana
Waves Social with Mike (@mmmiiike) and Mitzi (@mmmitzi).
Production by Morgan Berna, editing by Oliver Banyard.
Building a Sustainable Brand & Challenging the Fashion Industry with Alyssa Lau, Founder of New Classics
16 Feb 2022
00:44:09
Welcome back to the Waves Social podcast. For Episode 39 we are joined by Alyssa Lau, founder of the popular slow fashion web-store, New Classics. Alyssa is a Chinese-Canadian photographer, creator and new mom. On this episode we discuss how Alyssa went from studying chemistry in Edmonton to running an online boutique, a YouTube channel with 30k+ followers and working with brands like Chanel and MAC while balancing life as a partner and new mother. Alyssa dives into what helped her and her partner, Eric, discover the essence of New Classics, how they plan content shoots, the struggles the sustainable fashion industry faces and what it’s like to work with your partner. A “true classic” herself, Alyssa is raw and real as she opens up about her journey through life, business and motherhood.
Show Notes:
How Alyssa went from studying chemistry in Edmonton to running an online style blog, Ordinary People, and diving deep into sustainability.
What inspired Alyssa to create New Classics?
Discussing the importance of education and awareness in the fashion industry. Why Alyssa knew that making a sustainable fashion brand wasn’t enough to help with the sustainability crisis our world is facing and leaned into educating her audience.
Exploring life as a business owner, a partner and a new mother. Can there be a balance?
Why did it take Alyssa three years to decide on a logo? Exploring what it takes to find your brand’s essence.
Why Alyssa wouldn’t change anything if she had the chance to go back to when she first founded New Classics.
Growth on YouTube: Why Alyssa isn’t following the advice YouTube gave her.
Finding inspiration from outside the algorithm; where to turn to to find ideas from outside the trend cycle.
Alyssa's top tips for brands looking to create their own content and why over-preparing is her key to success.
How her dream collaborations with brands like Chanel and H&M came to be.
Final words of wisdom from Alyssa and discussing who she’s watching make waves online.
Production by Morgan Berna, editing by Oliver Banyard.
S04 E09: Committing to Culture & Staying in Beta with Franke Rodriguez, Partner at Anomaly
13 Oct 2021
00:58:58
For the final episode of our fourth season, we are joined by Franke Rodriguez, Partner and CEO of Anomaly, a global strategic and creative marketing agency. Franke’s desire to take Anomaly to new heights made him the perfect fit for his role as the youngest-ever CEO of their New York and Toronto offices, and he has worked with major blue-chip brands such as Nike, Budweiser, Captain Morgan, Carnival Cruises, and Google in their marketing missions. In today’s episode, he nerds out with us about staying hungry, being humble, and always being in “beta,” walking us through what that looks like practically for his teams at Anomaly. We discuss what the future of agency work looks like in a post-COVID world, how to preserve your team and culture as you grow, the value of investing in your people, and the ins and outs of creating a Super Bowl commercial. We also touch on creating the company you want to build by working backwards from a very specific vision, and talk about the power of a single impact brand moment versus broader social awareness, making this conversation equal parts inspirational and practical. Tune in today to learn more from Franke Rodriguez, a true ‘anomaly’ in the industry!
Key Points From This Episode:
Find out what Franke has been up to recently and how he is prioritizing work-life balance.
Some of the ways that moving to a fully remote model changed the way he does business.
What it means to Franke to be a leader during COVID: finding new ways to help people cope.
His predictions for what Anomaly’s hybrid approach to work will look like post-COVID.
The importance of having a vision, starting with the end in mind, and working back from there.
Find out how Franke preserves team and company culture by focusing on joy.
What an Anomaly holiday party looks like and what Franke means when he says, “What you celebrate, you duplicate.”
How Franke nurtures Anomaly’s corporate values and the maxim: stay hungry, stay humble.
Franke reflects on what ‘always in beta' looks like at Anomaly and how they keep innovating.
The process of creating a Super Bowl commercial from someone who has created nearly 30.
Franke on whether or not Super Bowl campaigns are still effective and how they’ve evolved.
The benefits of the single impact moment versus broader social awareness for brands.
Some of the brands Anomaly has produced and why they have taken that approach.
Learn more about Anomaly’s Funded program, which is like their own version of Shark Tank.
Franke highlights the power of investing in your people by rewarding entrepreneurial spirit.
Why committing to the culture means feeding it, nurturing it, and helping it grow.
Franke on who is making waves right now and why: triple threat, Anthony Ramos.
Final words of wisdom from Franke: creative storytellers are the ones that people will look to when the going gets tough.
Production by Morgan Berna, editing by Oliver Banyard.
What It Takes to Become a Creative Director in 2024 with Katarina Terentieva
08 Nov 2023
00:50:46
Katarina (Kate) Terentieva went from studying International Relations, to building Tumblr blogs, to being a Partner and the Chief Creative Officer at Louder. Now, Louder invests in the world’s most competitive startups and helps them disrupt at scale. We break it down with Kate to learn about her story, how TikTok helped her grow her brand, her advice on discovering what you’re passionate about, what Gen Z wants from advertisers, and how to capture and revive moments past the trend cycle. Kate also explains the difference between becoming a creative or an art director and how to choose what’s right for you.
Production by Morgan Berna, editing by Oliver Banyard.
S04 E08: Looking Inward and Going Global with Sophie Gray, Founder of DiveThru
06 Oct 2021
00:48:55
Despite being an experienced flyer at the peak of her career, a panic attack brought on by the prospect of another plane journey changed Sophie Gray's life forever. Instead of getting on the plane, Sophie and her husband tackled the long trip home in a car while the panic attacks continued. It was then that she realized that she needed to change something. After setting out to learn about her own mental wellbeing, she founded DiveThru, a mental wellness platform that partners with mental health professionals to help people take charge of their mental well-being. In this episode, Sophie opens up and shares how she came to start DiveThru and we hear about how the platform separates itself from others in the space. Our conversation dives into Sophie's experience as a female tech founder and what it has been like raising capital, DiveThru's marketing and SEO strategies, and advice for those looking to launch or grow their own startup. Tune in to hear it all!
Key Points From This Episode:
Get to know today's guest, Sophie Gray, and the circumstances that led her to launch DiveThru.
What happened after the panic attack that changed Sophie’s life, and the decisions she made after.
Sophie's advice for those who feel like they might be headed toward burnout.
How Sophie achieved early success on Instagram.
What DiveThru offers and the unique services the platform offers.
Sophie’s perspective on toxic positivity, and what it really means to take care of your mental health.
How Sophie feels about being a tech founder, a title she was reluctant to hold.
Sophie's experience fundraising and the challenges she has faced.
Advice for those who are looking to raise funds for their startups.
Strategies that DiveThru has used to drive adoption.
DiveThru's SEO strategy and the results that this has produced.
Why the company decided to create a podcast network.
What the DiveThru team looks like currently and the roles they occupy.
The fulfillment Sophie feels from building a truly healthy workplace.
DiveThru's reach and the markets they have set their sights on.
Why it is so important that most of DiveThru is free.
The distinction that set DiveThru apart from competitors.
Who Sophie thinks is making waves.
Tweetables:
“We often think that our mind is overthinking; we know we're anxious and we can label it, but when have we actually paused and enquired about that feeling?” — @iamsophiegray [0:11:42]
“It's interesting to see how the industry I come from isn't necessarily respected in the way that other backgrounds are in tech.” — @iamsophiegray [0:25:17]
“Get very clear on the mission of your company, what you're looking to accomplish because you will face so much rejection that you need to be able to validate yourself.” — @iamsophiegray [0:30:37]
“For us, mental health access is the number one priority.” — @iamsophiegray [0:43:52]
Links Mentioned in Today’s Episode:
Big Things with Mitzi (@mmmitzi) and Mike (@mmmiiike).
Production by Morgan Berna, editing by Oliver Banyard.
S04 E07: Setting Healthy Boundaries and Leading Yourself with Sara McCabe, Leadership Coach
29 Sep 2021
00:50:18
Today on the podcast, we welcome Sara McCabe, business coach, consultant, box-breaker, and not-so-secret dancer. After spending over a decade leading and developing teams across North America, she left the corporate world to help creative entrepreneurs work and lead in a way that actually works for them. Sara is Mitzi’s personal business coach or, as Mitzi likes to say, her ‘business therapist’ and, in this episode, she shares some of her business consulting strategies, coaching skills, and advice for creative entrepreneurs who are ready to start building the business they want. We discuss the antidote to your unhealthy relationship with work, how to set boundaries and create space for creativity, as well as intrinsic motivation and how that translates to your values as a person and a business leader. Anyone who works within a team or leads a team will gain immense value from this episode, but everyone will benefit from Sara’s specific brand of candid insight, goofy anecdotes, and practical advice. After all, it’s not just about leading a team; it’s also about leading yourself. Tune in today!
Key Points From This Episode:
An introduction to Sara McCabe and how she found coaching by asking ‘why?’
Why Sara’s definition of coaching involves treating the people she works with as the experts.
How she empowers her clients to redefine leadership for themselves through collaboration.
Making an ethos tangible by shaping systems and structures around it.
Hear the story of when Sara decided to pursue leadership coaching full-time.
Why you can’t lead a team or a business if you don’t truly understand yourself.
Learn about her digital presence and why she chose to represent herself candidly.
What she has learned about boundaries; the antidote to an unhealthy relationship with work.
Hear about some of her personal boundaries, including keeping her work laptop in her office.
Find out why she suggests checking in with yourself before engaging with content.
Sara shares how she uses a Notion dashboard to plan her TikTok content.
Some deeper insight into her TikTok content strategy, including how she scripts’ the hook’.
TikTok versus Instagram communities and why Sara prefers the intimacy of Instagram.
Where Sara has seen the best ROI in her marketing strategy; TikTok for growth, Instagram for building relationships, newsletters for launching.
How she remains consistent in her offerings by redefining what ‘consistency’ mean to her.
Sara elaborates on the importance of building systems that are conducive with who you are and what you want to create.
Why clearly defining your values is key to help you make decisions and build your business.
Intrinsic motivation and how it translates to your values as a person and a business leader.
Defining your values as a business versus as a team; shaping company culture at scale.
Who is making waves and why: Lillian ‘FlexMami’ Ahenkan and Maceo Paisley.
Production by Morgan Berna, editing by Oliver Banyard.
S04 E06: Ask-Us-Anything: Why We Chose Not to Sell in 2020 with Mitzi & Mike Payne of Arcade Studios
15 Sep 2021
01:01:03
Welcome to our first ever ask-us-anything episode, where your hosts, Mike and Mitzi, answer the questions you’ve been asking on Instagram. Many of you may know that we run an award-winning digital agency called Arcade Studios, which specializes in digital strategy, content production, social media, and email marketing. Our company has doubled in size over the last year and, in order to scale our agency that quickly we have had to learn a lot of important lessons along the way! In today’s episode, we unpack some of those learnings and we look back on our highlights from the last 12 months, such as landing our first celebrity client and winning our first Webby Award. We believe that there is so much potential in digital marketing, now more than ever, which is why we have decided to pull back the curtain on how we have built our business, how others can learn from our mistakes, and how to establish healthy relationships. While this episode will obviously be beneficial for listeners looking to start agencies, launch their freelance careers, or build their teams, creatives and entrepreneurs will also gain value from our insights into finding clients, evaluating new hires, and balancing personal and work commitments. We also touch on our exit strategy, why we started a podcast, and what parenthood has taught us about our business. Make sure to tune into this jam-packed conversation today!
Key Points From This Episode:
Mitzi reflects on the moment that inspired us to start Arcade Studios.
Get a glimpse into our rebrand and how we figured out what to call our new agency.
How we found clients in the beginning (and still do): through our network and referrals.
Find out why Mike says that the hardest part of his job is being involved in execution.
Mitzi shares her struggle with client services, especially in moments of conflict.
How we navigate losing a client, especially when we invest so heavily in our relationships.
How we have worked to distinguish our business identity from our personal identities.
The importance of ending a client relationship on a positive note; never burn a bridge!
What we look for in our new hires, from hunger and humility to how you use social media.
The value of using the word ‘we’ more than ‘I’ and demonstrating curiosity.
We defend our reputation for hiring our friends; being friends with someone on the team will get you through the door, but it won’t keep you there!
Balancing personal and work commitments and why we describe ourselves as ‘busy flexible’.
How Mike developed the awareness to prioritize his commitments based on self awareness.
The benefits we have seen in shifting from a poverty mindset to one of abundance.
We share some of our big ideas for new businesses, podcasts, and brands.
Find out why we would sell Arcade in the future and what a past offer taught us about the value of our company.
Mitzi on why we started a podcast as an outlet for thought leadership and connection.
Some of the differences between a blog and a podcast and the benefits of each format.
The podcast as a marketing channel for the agency, one that isn’t directly profitable.
Opening another office in a different city and viewing office space as a luxury post-COVID.
Big Things with Mitzi (@mmmitzi) and Mike (@mmmiiike).
Production by Morgan Berna, editing by Oliver Banyard.
S04 E05: Is Facebook Advertising Dead? With Josiah Sinanan and Benjamin Velázquez of Arcade Studios
09 Sep 2021
01:06:22
Today’s guests join us to talk about digital advertising and paid media. Affectionately known as our very own ‘Paid Papis', Josiah Sinanan and Benjamin Velazquez bring tons of expertise on the subject. Josiah is the Digital Lead at Arcade Studios, where he provides an array of unique clients from e-commerce to entertainment with paid media strategy and execution. Josiah oversees digital advertising activities for these clients across platforms such as Google, Facebook, and Instagram, and emerging platforms like YouTube, TikTok, and Pinterest. Benjamin is a Digital Coordinator at Arcade with a passion for helping founders and entrepreneurs humanize their brands to position themselves as leaders in their respective industries. He is an active leader and learner in the digital marketing industry, striving for both self and brand improvement while contributing to overall success. In this episode, we talk to Josiah and Benjamin about the huge impact that the iOS 14 update has had on Facebook data collection and what this means for advertisers, including some of the workarounds, strategies, and alternative platforms that brands can take advantage of as the need to diversify their channels increases. We also touch on ad creative for new platforms like TikTok, the importance of knowing thyself and thy audience, and the effectiveness of UGC (user-generated content), as well as how to allocate your advertising budget depending on your goals and the platform. Tune in today for all this and more from our advertising experts, Josiah Sinanan and Benjamin Velazquez!
Key Points From This Episode:
An introduction to Josiah Sinanan and how he came to be digital lead at Arcade Studios.
What excites Josiah about advertising and digital marketing, including how diverse it can be.
A day in the life of an advertiser, from tracking trends to client facing activity.
Meet Benjamin Velazquez and hear about his passions and how he came to work at Arcade.
What a day in the life looks like, staying on top of strategy and community management.
The impact of iOS 14 on Facebook data collection and what it means for advertisers.
How Ben and Josiah combatted the impact on ads, starting with educating clients.
Which Facebook tools to take note of; Automatic Advanced Matching and Conversions API.
Alternative platforms to take advantage of as the need to diversify your channels increases, such as Google and even Snapchat.
Some of the most obvious points of impact, from top funnel activity to interest targeting.
How to use Facebook features like Lookalike Audiences and Call-to-Action targeting.
Why Facebook ads aren’t dead; how Ben views this as an opportunity for innovation.
How brands can make platforms work together to get the best ROI; intentional platform use.
Josiah suggests some creative strategies for brands focused on traffic rather than sales.
Learn more about implementing a boosting strategy for your social media presence.
Mitzi weights in on whether or not email automations are replacing retargeting ad sets.
The value of investing in ad creative for platforms like Snapchat, TikTok, and Pinterest.
Ben emphasizes the importance of knowing your brand and knowing your audience.
Tailoring your creat
Big Things with Mitzi (@mmmitzi) and Mike (@mmmiiike).
Production by Morgan Berna, editing by Oliver Banyard.
S04 E04: Creating Partnerships that People Actually Talk About with Lars Bengston, Chief Content Officer at Havas Health & You
01 Sep 2021
01:10:51
Today on the show, we speak with Lars Bengston, Chief Content Officer at Havas Health & You. Lars has built his career partnering with some of the world’s most ambitious brands and creatives, which you’ll learn a bit more about this interview. He joined Havas Health & You this year as their CCO, with the mission to help the global health industry recognize and actualize their ability to create content that builds deeper and more meaningful connections with HCPs and patients. He came from the world of VICE Media, where he ran integrated marketing and commercial publishing for VICE.com. He also worked with us as the ‘partnership architect’ on Some Good News, as well as at Thrive Global with the one and only Arianna Huffington, helping the lives of both people and corporations through engaging content that inspired them to take action in service of their audience. All this to say: Lars is obsessed with good storytelling and its power to change lives for the better. Some of the topics we cover in this episode include how Lars positioned himself for his dream job with no experience or any real inside connections, how creating reciprocal exchanges of value can set up great partnerships, and the concept of integrated marketing, which isn’t what you expect! Lars shares his belief that, in order to become a great leader, you have to become a better person, lead with passion, and take things less seriously. We also touch on the importance of allowing the story to dictate the format, not the other way around, what informed the success of Some Good News’ brand partnerships, and why the healthcare industry is like the last unturned stone of creativity and audience engagement, as well as the importance of hiring people you like, plus a whole lot more, so make sure not to miss this jam-packed conversation with storyteller extraordinaire, Lars Bengston!
Key Points From This Episode:
An introduction to Lars Bengston, jumping into his career story just as he got out of college.
Find out how Lars used a mutual connection on LinkedIn to get himself a job at VICE.
Advice for any young adult wrestling with career options: start with what makes you happy.
What Lars’ role as creative development coordinator at VICE looked like.
How he made the come up to publisher by relentlessly pursuing actualization and meaning.
Lars distills great storytelling into a few key points, like allowing the story to dictate the format.
Understand that most of your effort should be put into pre-production and finding the story.
Lars sums up his six years at VICE in three words: informative, outrageous, and absurd.
Hear about his transition to Thrive Global and how he redefined what ‘cool’ meant to him.
Brand partnerships 101: the benefits of creating a reciprocal exchange of value.
How Spotify has built partnerships that are endemic to what their audience is looking for.
The importance of interrogating your underlying purpose when creating brand partnerships.
Learn about integrated marketing; the inherent quest to better understand your audience.
How ‘integrated entertainment’ informed the success of Some Good News in 2020.
Get an overview of Lars’ role at Some Good News, connecting big brands with big ideas.
What it meant to Lars to be i
Big Things with Mitzi (@mmmitzi) and Mike (@mmmiiike).
Production by Morgan Berna, editing by Oliver Banyard.
S04 E03: Turning a Daydream Into a Design-led Brand with Alex Simonelli
25 Aug 2021
00:45:58
A few years ago, Alexander Simonelli, who had no prior experience in the food and beverage industry, swapped out his condo and his sales job for his parents’ home and a big idea, which evolved into a one-of-a-kind company; Daydream. A sugar-free, flavored sparkling water, infused with adaptogens that reduce stress, and a digital-native brand strategy, Daydream is unlike any other product on the market. In today’s episode, Alex shares some insider information as Daydream’s Founder and CEO about the lucky break that helped him establish who his target market is, the people who have been instrumental in helping him build his business, and why he puts a huge amount of resources into marketing and doesn’t often offer discounts, as well as what he is hoping to achieve with his products (which are mesmerizingly packaged and absolutely delicious)! Daydream is not just a beverage, it’s a lifestyle brand, a work of art, and possibly the future of functional drinks. Make sure to tune in today to learn more about living in the moment, taking big risks, and reimagining the functional beverages industry!
Key Points From This Episode:
Why Alex thinks his lack of experience benefited him on his journey as Founder of Daydream.
What Alex’s goal for Daydream was: to create something that was his art to the world.
Alex explains what he loves about adaptogens and why he chose to put them in his product.
Learn more about the minimal calories in Daydream drinks.
Some of the big life changes Alex made when he started his business.
Hear about the lucky break that Alex had early on.
Advice from Alex about figuring out your target market: don’t spread yourself too thin
Why he chose to launch as a digital native brand.
Find out how Alex intended for people to interact with his products.
Plans that Alex has for the future of Daydream.
The large amount of use cases that Daydream has, and why.
Discover the valuable lessons that Alex learned from Red Bull.
Learn more about Alex’s resource-heavy approach to marketing his products.
How Alex feels about offering discounts; why he doesn’t do it often.
The process of developing the brand concept.
Where Alex’s idea for creating links between the different Daydream cans came from.
Some of the vital members of Alex’s team.
Hear one of the core principles that Alex lives by.
Alex shares a story about the billboards he was encouraged to put up.
Another story, which highlights the importance of getting your price point right.
Other brands that Alex thinks are making waves online.
Production by Morgan Berna, editing by Oliver Banyard.
S04 E02: How to Take Your IRL Community Digital with Istiana Bestari and Rachel Wong, Co-Founders of Monday Girl
18 Aug 2021
00:42:12
Why is it so difficult to meet other cool women? Rachel Wong and Istiana Bestari asked themselves this over and over again while attempting to make meaningful connections through boring networking events and male-dominated workplaces. Intent on finding a better way to build their careers, they cofounded Monday Girl, Canada’s first social club for professional women. With over 4,000 active members and more than 18 sold-out venues featuring industry icons, Monday Girl is now the fastest-growing community for ambitious, young, and like-minded professional women in Canada. Starting out as an event series, Monday Girl has expanded into a fully-fledged digital ecosystem that includes a newsletter, social media communities and, most recently, a podcast. In today’s episode, Rachel and Istiana share some stories from the early days of Monday Girl and explain how they hosted great events that people actually wanted to show up to. We also touch on why networking sucks when there is so much power in connection, building content streams like a great newsletter and a podcast, and why email is more relevant than ever (trust us, it is!), as well as why the nine-to-five working model is slowly but surely being rendered obsolete and Rachel and Istiana’s thoughts on a better approach to work. Tune in today to learn more!
Key Points From This Episode:
Rachel shares how she met Istiana and how they work from different cities.
What Monday Girl is, who it was created for, and how it works for young, diverse women.
Their new membership platform, Social Club, and how the name, Monday Girl, originated.
Monday Club’s audience and why they decided to keep their focus local to Canada.
How Rachel and Istiana create content using community feedback.
Istiana reflects on the quantitative engagement and qualitative value of their content.
Advice for those intimidated by Reels: how to capture attention in the first three seconds.
Rachel explains why Monday Girl decided to build a more informal email newsletter.
Why email is more relevant than ever; engaging on a more personal level than social media.
Tips for launching a compelling newsletter, starting with making it a joy to open.
Hear the story of Monday Girl’s first event, which was so much more than just a brunch!
The value of inviting incredible speakers and how their events have evolved during COVID.
How Social Club works to make building a career far less boring (and less lonely).
Creating safe spaces for diverse women, connecting them with mentors that look like them, and making them aware of the opportunities available.
Learn about Monday Girl’s upcoming podcast, TGIM, which focuses on representation.
Why the nine-to-five lifestyle didn't work for Istiana and her advice for those who relate.
Who Rachel and Istiana believe are making waves, including Mindy Kaling.
Production by Morgan Berna, editing by Oliver Banyard.
S04 E01: Keys to Creating Meaningful Connections and Making an Impact With Social Media Coach Lissette Calveiro
11 Aug 2021
00:58:30
Welcome back to Waves Social! We waste no time kicking off season 4 with an incredible guest, Lissette Calveiro, a renowned Latina business coach, entrepreneur, and content creator. In 2020, Lissette was named a top 10 social media coach by Yahoo Mail, and she also received a Shorty Award for her Kindness Cards campaign. In today’s episode, Lissette shares how she got started in influencer marketing and how she translated her agency experience to the world of influencing. Although there is a growing stigma around the word influencer, Lissette believes that if you are connected to a set of values, you can spread a positive message. This does not necessarily mean you have a social impact message, but it does mean that you have to be intentional with what you are putting out there. We dive into the true value of community and why it is important to differentiate between followers and community. It is no longer enough to just look at the number of followers you have but to understand how engaged your community is. It might seem impossible to create a community at this stage, but it is more possible than ever. We also talk about time management, where Lissette shares how she makes her days work for her, the importance of disconnecting, and the value of speaking a language that people understand.
Key Points From This Episode:
Get to know today’s guest, Lissette Calveiro.
Details about our season 4 merch we are dropping soon.
Lissette’s career journey and how she came to influencing and influencer marketing.
What Lissette learned from her time at an agency and how she applies it to her work today.
Major lessons Lissette learned through her client services work.
Details about The Shorty Award Lissette won and why it was especially meaningful to her.
The practicalities behind running a campaign for an organization that is not attached to a brand.
How Lissette’s upbringing and her identity as a Latina influence her day-to-day and how she runs her business.
Lissette’s definition of influencer and how it links to the difference between community and followers.
How to measure community and what signals the health of your community.
What influencers can do to truly connect with their communities.
Top tips on how to get past your fears of social media Lives.
Why influencer impact is so important to Lissette.
How brands can be more intentional about their marketing.
What influencers can do to use their communities for the greater good.
Lissette’s advice for how you can become more consistent in content production.
How Lissette approaches batching and why this is so efficient for her.
The value of producing content for a range of platforms.
Lissette’s take on virality and which platforms are best to go viral on.
What a typical workday looks like for Lissette and how she uses time-blocking.
Whether or not it is too late to become an influencer.
What it means to find your niche and how this helps you hone in on your story.
Why Lissette chooses not to share her whole life on social media.
Who Lissette thinks is currently making waves online.
Links Mentioned in Today’s Episode:
Big Things with Mitzi (@mmmitzi) and Mike (@mmmiiike).
Production by Morgan Berna, editing by Oliver Banyard.
S03 E11: Building Your Social Platform, From Vision to Reality with Scott Bakken, Founder of Socality
14 Apr 2021
01:01:43
A collective approach to connectedness might seem a bit obvious, but today’s guest has blazed a trail that embraces new forms of digital interaction to create deeper levels of community. Scott Bakken is passionate about creating spaces where people can connect and build authentic relationships. He is the Founder and Creative Director of Socality, a creative community designed to connect and inspire cultural contributors to use social media for community impact. He has helped brands and organizations with the development of their social platforms, providing consulting services to those who are interested in growing their social presence, and he is also a father, husband, speaker, and commercial photographer committed to helping others experience their best life. Listening in, you’ll hear how he has pivoted his strategy as a travel influencer while the pandemic has prevented him from traveling, learning to make the most of his own backyard. Businesses, startups, and brands will gain a lot of value in the early parts of this conversation that pertain to pitching your vision and making use of volunteers before you can take on paid staff. Learn more about the power of collective reach, hear Scott’s opinion of Clubhouse and where social media is headed, and find out the importance of distinguishing between shareable moments and in-the-moment experiences, all in today’s episode of the Waves Social Podcast.
Key Points From This Episode:
Scott shares a brief introduction to who he is and what he does.
Find out how Socality started with Scott’s personal desire to identify a community group.
How connections spread and the network grew in the early days of Socality.
The power of collective reach; Scott’s launch strategy was to meet people, share vision, repeat.
Learn about what Scott did right, including giving himself enough time to launch.
What he learned from his biggest mistake and why he advises that you have a pre and post-launch plan in place.
How Scott made use of willing volunteers to build the business in a non-transactional way.
The importance of celebrating wins, both big and small, and honoring your team.
Socality’s transition from volunteers and decentralized work to paid staff in an office space.
Scott shares his perspectives on Clubhouse; how it is reintroducing voice to social.
Tips and tricks for those just getting started on Clubhouse, including having a plan, bringing value, and helping to be solutions-oriented.
Scott reflects on a recent Clubhouse conversation he hosted: Is Instagram Dead?
Find out how he has pivoted as Instagram has evolved, including creating relatable content.
Why he believes that not every moment has to be shared; if you can identify between the two, it will help bring balance.
How Scott feels about social as a parent and his position on his children having devices and platforms of their own.
Discover how Scott got into photography and why, for him, it’s about what is behind the photo.
Hear how Scott has changed his content and approach during COVID by making the most of his own backyard.
Production by Morgan Berna, editing by Oliver Banyard.
S03 E10: Data as a Source of Truth With Social Media Expert, Andrew Weiss
07 Apr 2021
01:01:34
If the pandemic has reminded brands of anything, it is the value of data as a catalyst for efficient, effective marketing and a foundation for future business growth. If you want to hack success and discover growth opportunities, however, you need to track and measure actionable data, not vanity metrics, and today’s guest has some practical advice for understanding the difference. Andrew Weiss is a veteran social media marketer and digital strategist that worked with the Arcade team on Some Good News for John Krasinski. From agency to brand, Andrew is passionate about community and insights. He got into social media before it was the big, important part of digital marketing that it is today, and he has some interesting insights to share about data, which he approaches like a source of truth for future success. Tuning in, you’ll find out why all social media marketers should be paying better attention to data and how they can use data as a resource that is directly in line with impact and revenue, rather than reporting on vanity metrics that don’t inform future strategies or present success. Of course, you’ll hear all about the Some Good News project with John Krasinski, but Andrew also shares some incredible statistics from his work with When We All Vote, an organization changing the culture around voting using a data-driven and multifaceted digital approach to increase participation in elections. He emphasizes the power of educational content and shares his tips for learning from what doesn’t work, using social to thoroughly understand your target demographic, and defining success without celebrity endorsements, so make sure to tune in today to learn more!
Key Points From This Episode:
Back to the beginning: how Andrew got into digital marketing and what his path looked like.
The value of internships and how he built up his resume with innovative digital projects.
Hear about the first opportunity that stuck for him; the rise of social media marketing.
Andrew’s soft spot for community and how it has enabled him to impact content, partnerships, business objectives, and customer service.
He reflects on what made Some Good News (SGN) so special: a highly engaged fan base.
The power of the humble Google Sheet; the systems he used to track engagement for SGN.
Andrew explains why this project was so fulfilling for him, both professionally and personally.
What the goals were for When We All Vote and his experience of working with them in 2020.
From a digital-first to a digital-only strategy; using digital marketing to drive people to vote.
The Instagram-first platform strategy Andrew used and why Twitter came in second.
How educational content helped When We All Vote grow their audience in a meaningful way.
Some of the other wins he witnessed; information over branding and a completely new form of influencer marketing.
Translating social media metrics into more digestible terms; actionable versus vanity metrics.
Andrew’s tips for those who may be building social campaigns in the political sphere: don’t be afraid to learn from what doesn’t work!
Viewing followers as a number to achieve versus a complete breakdown of your audience.
Links Mentioned in Today’s Epi
Big Things with Mitzi (@mmmitzi) and Mike (@mmmiiike).
Production by Morgan Berna, editing by Oliver Banyard.
Gen Z Media Brand on the Future of Internet Culture with Lauren & Jordyn of Centennial World
01 Nov 2023
00:41:51
When Lauren Meisner and Jordyn Christensen noticed a gap in the market for influencer news that actually felt relevant, they decided they would be the ones to fill it. Now co-founders of Gen Z media brand, Centennial World, and popular podcast, “infinite scroll,” they join Mike and Mitzi to talk about their journey. The duo shares advice about carving out space in a saturated media landscape for something new, the importance of staying in your lane and why they don’t sell to their online community group. They also talk about what media companies are getting wrong with Gen Z and how they’ve managed to cater their content to Gen Z’s distinct media consumption preferences. The episode ends with a discussion around the impact of internet drama on consumer behavior and if influencer marketing is losing its charm.
Production by Morgan Berna, editing by Oliver Banyard.
S03 E09: Influencer Marketing Essentials and Clubhouse Etiquette with Tanisha Cherry, Lifestyle Content Creator
31 Mar 2021
01:04:10
Influencer marketing thrived in 2020. Lockdowns led to increased social media usage and drastic changes in consumer behavior, and brands needed to pivot quickly to adapt. With an ever-increasing number of brands choosing independent content creators over traditional advertising, influencers need to know more than ever how to navigate this space and make money doing it. Today’s guest is Tanisha Cherry, a Black fashion, lifestyle, and travel influencer from Canada with over 16,000 supporters on Instagram. She loves to share helpful information with others and has worked with brands such as Captain Morgan, Strongbow, La Vie en Rose, Farmacy, and more that you will hear about during the course of today’s episode. The content of this interview is pretty specific to influencer marketing, but you will find it relevant whether you are a solopreneur, freelancer, or anything in between. Tanisha is an outspoken advocate for influencers actually getting paid for the work that they do and she has an intimate understanding of why influencer marketing is important for brands, how brands are capitalizing on these partnerships, and, most importantly, how influencers can negotiate and leverage these relationships to their benefit. Tanisha shares a lot of practical insight into determining your rates, coordinating gifting campaigns, and getting gigs, as well as tracking the brands you want to work with and creating strategic content, so make sure to tune in today to learn more!
Key Points From This Episode:
Tanisha’s journey to becoming a content creator, starting with her love for social media.
How 2020 changed her relationship with social media and the content she was producing.
Find out how the pandemic inspired fewer filters and more vulnerability on social media.
Hear Tanisha’s opinion of Clubhouse and how she has used it to educate other influencers.
Learn about some of her first brand partnerships and hear her advice for ensuring that you are fairly compensated.
Why she believes that unpaid brand partnerships are not fair exchanges or opportunities.
How she deals with gifted campaigns by sending back her rates.
Let’s talk about rates; Tanisha explains how influencers can charge what they are worth.
Brands will take advantage of the fact that influencers don’t have insight into the marketing business, so educate yourself!
Other factors to consider when deciding to engage in a brand partnership, such as their expectations and target audience.
The value of communicating to a brand whether their product is a good fit with your audience.
Why it is important for brands to curate their visual aesthetic before approaching an influencer.
Production by Morgan Berna, editing by Oliver Banyard.
S03 E08: Translating Social Media Insights Into Meaningful Business Outcomes With Alicia Johnston of Sprout Social
24 Mar 2021
00:53:28
Today’s guest is Alicia Johnston, Senior Manager of Content and Communications at Sprout Social, an exciting social media software company that enables brands and marketers to understand and reach their audience, engage their community, and measure performance. Alicia is the driving force behind all of the content on the Sprout Insights blog, covering the latest trends and guiding their data reports with a keen eye for spotting emerging trends in the digital space. This episode hinges on these emerging trends for 2021, and Alicia has some incredible insight into not just the practical side of social marketing and what is coming in the year ahead but also an important emotional perspective.
One of the things that stands out about this interview is Alicia’s three-pronged approach to customer service, which entails understanding your role in creating an amazing customer experience, especially when it comes to social media. Tuning in, you’ll find out why Alicia believes that social media insights should be a huge determining factor in business objectives and decisions and the positive impact that regular check-ins can have on the mental health of social marketers after such a tumultuous year. She also shares her advice for small businesses, freelancers, and solopreneurs to build brand awareness and be part of the conversation, even without a team to turn to, and how brands can put diversity and empathy into action on social in strategic ways in 2021. Tune in today!
Key Points From This Episode:
Discover a bit more about Alicia’s career journey and how she got to where she is today.
More about Sprout software and the role social plays in moving a business forward.
Alicia explains how you can use social listening to inform your broader business strategy.
Why influencers in all their forms are critical right now when everyone is working remotely.
The value of content marketing for software companies and brands in the digital space.
Examples of what smaller businesses can do with data to build brand awareness.
Highlights from the most recent Sprout Social Index, including increased expectations for customer service through social media.
Brands and TikTok; you don’t need a presence to stay informed about the trends!
Alicia’s three-pronged approach to customer service: preemptive, reactive, and proactive.
What social marketers can do better, including building what Alicia calls ‘cyclical loyalty’.
The benefits of strategic silence versus ‘going dark’ when it comes to crisis communications.
Why Alicia believes starting with curiosity is crucial when looking to enter the conversation.
Advice for freelancers and solopreneurs who don’t have a team to turn to: be transparent.
A key takeaway from 2020: why social media managers and teams need to be critical players in business decision making.
The difficult but necessary conversations about the mental health of social media teams.
Production by Morgan Berna, editing by Oliver Banyard.
S03 E07: Behind the Scenes of Some Good News — Mitzi and Mike Payne Join Linda Hoang on Don't Call Me a Guru to Unpack SGN
17 Mar 2021
00:50:48
This episode is something a little different, in that your hosts, Mitzi and Mike Payne, are actually today’s guests. Linda Hoang on the Don’t Call Me a Guru Podcast, where they talked about the social media management they did for the global brand, Some Good News (SGN), a 2020 web series created as a way to spread positivity during the pandemic, hosted by American actor and filmmaker, John Krasinski. They share their approach and the lessons they learned while working on SGN’s social media, plus their advice for those doing similar work for organizations that might not be quite as fun as working for John Krasinski! You’ll also hear more about Mike and Mitzi’s backgrounds and some of Arcade’s portfolio highlights, as well as how they came to work with SGN, how they measured success for what was already a viral brand, and how they kept the audience engaged, even in-between seasons. Most importantly, they share their tips for rewarding engagement, dealing with the microscope of public opinion, and working under pressure when things change quickly, so make sure to tune in today!
Key Points From This Episode:
Learn more about Arcade and how they came to manage social media for SGN.
What they did for SGN and what their approach was to creating a brand for the show.
Measuring success for what was already a viral brand; making people happy and having a charitable impact as well.
How big Arcade is in terms of staff and how many hands were on deck for this project.
Some of the other creative teams that Arcade worked with on SGN, like Senior Post.
The importance of bringing in support; you don’t have to be an expert in everything!
Mike reflects on dealing with negativity or trolls on a project about positivity.
The crowdsourcing structure Arcade used to identify micro influencer-esque talent, or what they called SGN Global Correspondents.
How Mike and Mitzi kept SGN’s audience engaged, even in-between seasons.
Maintaining momentum by providing value for your followers that isn’t part of the campaign.
Mitzi shares some challenges, lessons, and personal highlights from this project.
One of the biggest challenges for Mike was learning to adapt when things change quickly.
How marketers are often looked at as money machines rather than difference-makers.
Tips for working on accounts that aren’t as fun as SGN: do what is creative, not trendy, and focus on leadership, not obligation.
To close, Mitzi encourages collaboration and connection for other social media managers.
Why Mike believes it’s an evolution, not a revolution that helps us get where we need to go.
Production by Morgan Berna, editing by Oliver Banyard.
S03 E06: Navigating a Sensitive Social Media Climate with Melanie Trottier and Leah Sookoo
10 Mar 2021
01:37:25
In the wake of George Floyd’s death at the hands of police in May 2020, protests against police brutality and racial injustice broke out across the US. In response, many of the world’s biggest brands issued statements of solidarity with the Black Lives Matter (BLM) movement and, while the sentiment was all good and well, many people have called these companies out for making generic statements that ring hollow. Today’s guests are Melanie Trottier and Leah Sookoo, resident Social Media Lead and Creative Copywriter respectively at Arcade Studios. This episode will hopefully serve as a guide for brands and companies to show their support for Black and marginalized communities in real, actionable ways, rather than putting out statements of support that ring hollow. Tuning in, you’ll hear about the importance of the language that you use from Leah, and how she saw brands either detract from or contribute to the discourse around racial injustice in 2020. She also talks about the dangers of virtue signalling, gaslighting, and staying silent, and shares her advice for starting from a place of humility, being well versed in the issues you’re addressing, and never being afraid to vocalize your values. Melanie shares her perspective as a brand manager and talks about the importance of being specific about the issues that affect your customers. She also emphasizes why racial equality should be part of every company’s brand pillars, vision, and mission, highlights the importance of being available for queries on social media, and advises brands to include more diverse voices in their social media marketing and hire a professional to manage it. All this and so much more in today’s important episode, so make sure not to miss it!
Key Points From This Episode:
Melanie shares who she is and what her role at Arcade as social media lead entails.
Learn more about Leah’s background and her role as the resident copywriter at Arcade.
Why a lot of marketing ultimately comes down to communication and language.
Leah talks about her side hustle: writing about fashion and sustainability, writing poetry.
How the work Melanie does outside of her nine-to-five revolves around social media too.
Melanie shares her perspective as a brand manager on how brands responded to the killing of George Floyd.
How Leah saw people detract from or contribute to discourse in the digital response to BLM.
How both virtue signalling and silence are problematic; what are you actually doing?
Your audience is observant and they remember what you promised to do as a brand.
Having the opportunity as an agency to be a leader and demand action from brands before helping them with their messaging.
The importance of being specific about how an issue affects your customers.
While many of Melanie’s clients wanted to be told what to do, there is no magic answer.
Though it was not an easy or comfortable process, Leah believes it was a productive one.
Why racial equality should be part of every company’s brand pillars, vision, and mission.
Looking back and learning from how brands responded in 2020 as a freelancer or marketer.