Presented by Convince & Convert, Social Pros is one of the longest-running marketing podcasts in existence! Focused on the nexus of social media and other marketing disciplines, we bring you interviews and commentary from companies including Google, Reddit, Uber, Oracle, and many more to understand how social media impacts brand marketing, content marketing, reputation management, public relations, paid media, and much more.
After more than a decade, Social Pros is still the one podcast that brings listeners inside the minds of marketing leaders making real impact. Join us as we dive behind-the-scenes and share actionable marketing strategies that you can immediately implement.
🎙 Listen to our episodes on our website—socialpros.com—or on your favorite audio platform.
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What is exciting about social right now, and what are the things that bug you the most? This special episode of Social Pros gathers together Convince & Convert experts to talk about their shared frustrations with social, the future trends they have their eye on, and the potential out there for brands right now...
Full Episode Details
In this unique, collaborative episode, hosts Daniel Lemin and Hannah Tooker come together with Convince & Convert strategists Sunny Hunt, Jennifer Harmon, and Jason Keath to explore the challenges and opportunities facing social pros today. They talk about their shared belief in the need for platforms to improve moderation systems and the rise of internal creators within brands that are engaging authentically with their audiences.
They also discuss the question they hear most frequently from social media leaders – ‘where should I focus my time, energy and budget?’ Plus they share strategies for overcoming analysis paralysis and how to build authenticity and trust in the age of AI.
In This Episode:
1:21 - This episode’s guests introduce themselves
4:53 - The inconsistent enforcement of community guidelines and the spread of misinformation
8:00 - Jason highlights the lack of trust in social media and the need to prioritize user experience over profit
9:42 - The rise of inadequately disclosed sponsored partnerships
11:04 - The growing trend of brands hiring internal creators
12:36 - Some of the most common questions from social media leaders
14:17 - The challenge of selling the value of social media to leadership
16:13 - The importance of connecting organic and paid social teams to improve quality and performance of content
22:11 - Things happening in social that marketing teams need to be paying attention to
28:19 - Why you need to be participating in short-form video, especially in B2B
35:44 - How to build authenticity in the age of AI
Visit SocialPros.com for more insights from your favorite social media marketers.
An AI Storytelling Masterclass with Mike Allton
Episode 641
Friday, August 23, 2024 • Duration 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:
1:45 - What does Mike’s role as Chief Storyteller involve?
2:31 - What makes a good story?
5:45 - How AI and marketers can work together to tell stories
8:31 - The top thing marketers get wrong with AI
10:57 - How AI can help you find gaps in your content
13:00 - Mike’s advice for overcoming AI wariness and using it to improve your work
19:02 - How humans can differentiate themselves from AI
22:11 - How Agorapulse is integrating AI into the platform
27:06 - The best places to connect with Mike, including his website and podcast
27:32 - Mike’s top tip for aspiring social pros
Resources
Why Micro-Virality Is the New Social
Episode 635
Friday, July 12, 2024 • Duration 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:
1:22 - Gia gives us a background on her career
3:11 - Social media trends that have changed since she was last on the show
5:51 - How brands are adapting to the shift toward niche trends
7:30 - Brands that are handling niche-virality well
9:58 - What brands could be doing better
12:19 - How brands can create room for Gen Z to share their voices
14:38 - How NinetyEight bridges the gap between brands and Gen Z audiences
16:57 - Has Gen Z broken the marketing funnel?
19:10 - How Gen Z is influencing brand community management
21:57 - NinetyEight’s approach to selling new ideas to brands
28:15 - Gia explains being a guest editor for Ad Age and Marketer to Watch Under 30
Greatest Hits: Kate Winick
Episode 550
Friday, November 25, 2022 • Duration 41:54
We’re away for Thanksgiving, but we couldn’t leave you without an episode this week…so here’s one from the archives. In this Greatest Hits episode, we revisit a fascinating discussion we had with Kate Winick, Senior Director, Social Media at Peloton.
If you’re celebrating Thanksgiving, we hope you have a wonderful one!
Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:
With new algorithms popping up every other day, there’s a lot to consider when engaging audiences on social. It’s no longer just about how many likes or shares a post gets. It’s about monitoring how you're perceived in the industry and the world.
If there’s one person who understands this well, it’s Kate Winick, the Senior Director of Social Media at Peloton. She joins Social Pros to share some insights into how things work behind the scenes at Peloton and how the team manages to engage such a large audience.
Kate also tells us how Peloton maintains the balance between giving its instructors creative freedom and fostering brand integrity. There’s even a little bit on some of the most highly underrated metrics social pros should be looking out for today. So, this is an episode you don’t want to miss!
In This Episode:
1:13 – Introducing Kate Winick
3:43 – Bringing content calendars together for initiatives
6:40 – Tapping into conversations than keep fans engaged
12:11 – Engagement that blew Kate away
17:19 – Giving instructors creative freedom
19:23 – Kate’s advice for trusting creative partnerships with talent
Wig-Wearing Turtle Videos and More Stories with TAMI
Episode 549
Friday, November 18, 2022 • Duration 39:27
Imagine taking thousands and thousands of hours of archive footage and hand-picking the perfect clips for social media. Well, that’s how today’s Social Pros guests have become super popular on numerous platforms.
Hear how Caroline Frick, Founder and Executive Director, and Elizabeth Hansen, Managing Director of the Texas Archive of the Moving Image amplify their work on social in this episode.
Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:
We are delighted to welcome Caroline Frick, Founder and Executive Director, and Elizabeth Hansen, Managing Director of the Texas Archive of the Moving Image, onto this week’s Social Pros.
In this episode, Caroline and Elizabeth explain what they do and explore how using social media has helped amplify their hard work and attract brand-new audiences to their website.
Plus, they explain the links between archiving and social media and why they’re the perfect match, how they select archive footage for social and how they measure engagement.
The guests also highlight their free digitization program, impart some incredible advice and share the story of a certain wig-wearing turtle…there’s a lot of wig-wearing turtle chat!
In This Episode:
3:51 – Introducing Caroline Frick and Elizabeth Hansen
6:46 – An overview of the Texas Archive of the Moving Image
14:22 – How TAMI balance their day-to-day PLUS social
17:36 – How TAMI select archive footage for social
Why Collaboration Is Key to Zillow’s Social Success
Episode 548
Friday, November 11, 2022 • Duration 40:47
Sam Gonzales, Social Media Manager at Zillow, joins the Social Pros podcast to explore the power of collaboration and how it’s helped him take his brand’s social approach to the next level.
Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:
Finding your voice on social media is no mean feat. When you’re tasked with educating your audience while maintaining a fun, light-hearted approach that resonates with people, collaboration is simply essential.
On this episode of Social Pros, Sam Gonzales, Social Media Manager at Zillow, explains how collaboration has helped him grow their social profile.
Sam details how the company joined forces with pet-sitting organization Rover, dives into the role social plays in corporate communication and lets us in on how Zillow’s team functions through building partnerships.
We’d also just like to note that this episode of Social Pros was recorded prior to the recent Twitter layoffs.
In This Episode:
4:44 – Introducing Sam Gonzales
5:35 – Zillow’s social strategic mission
7:16 – Balancing education and fun on social
10:27 – Cutting through the noise in real estate social
13:17 – Does Zillow react to current affairs?
16:55 – Zillow’s collaboration with Rover
21:18 – How Sam has structured his social team
25:08 – Exploring brand collaborations
27:14 – Changing approach for each channel
How Curiosity Fueled Duarte Garrido’s Social Career
Episode 547
Friday, November 4, 2022 • Duration 49:31
There’s no simple hack to finding success on social. Everyone takes their own path, though not many used to be a chef!
Duarte Garrido, Global Head of Social Media and Cross-Channel Activation at Standard Chartered, joined this week’s Social Pros to discuss how curiosity fueled his social career.
Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:
We are excited to welcome Duarte Garrido, Global Head of Social Media and Cross-Channel Activation at Standard Chartered, onto Social Pros this week.
In this episode, Duarte harks back to his days as a chef and explains how the lessons he learned kickstarted his career on social. Plus, he explains the importance of social for PR and marketing, how he measures success and what he looks for in new team members.
Duarte also outlines his career to date and provides unmissable tips and tricks for social pros at any stage of their career.
In This Episode:
6:17 – Introducing Duarte
7:07 – Duarte’s path to social media
12:30 – How curiosity propelled Duarte’s career
15:25 – Pre-requisites to becoming a social pro
17:29 – What drew Duarte to Philip Morris?
23:09 – Why Duarte’s role Philip Morris role felt counterintuitive
26:39 – How he keeps his team focused on metrics at Standard Chartered
34:39 – Duarte’s mindset for any social media and marketing team
35:24 – How to start at a new company as a leader in social
NE Ohio Regional Sewer District Is a Masterclass in Engagement
Episode 546
Friday, October 28, 2022 • Duration 41:19
You wouldn’t necessarily think much about the sewerage system that runs beneath your feet, or that a sewer district could be a powerhouse of engagement on social.
But this week’s Social Pros guest, John Gonzalez, Communications Manager at Northeast Ohio Regional Sewer District, is using personality to build strong human connections.
Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:
If you’re not following Northeast Ohio Regional Sewer District on Twitter, you’re missing a trick. The organization has a following of over 35,000, which has grown through its unique and hilarious social approach.
We had to invite their Communications Manager, John Gonzalez, onto Social Pros to hear his top tips and tricks.
John explains the challenges he has faced in making a sewer district exciting on social and discusses how his job plays out day-to-day.
Plus, he reveals top tips on building human connection through adding personality to your content and staying on top of trends. If you’re looking to grow a unique, relatable brand on social, you’re in the right place.
In This Episode:
4:23 – Introducing John Gonzalez
5:40 – What is Northeast Ohio Regional Sewer District?
6:30 – John outlines his role
8:39 – How John stays ‘human’ on social
12:09 – Cultivating and nurturing a community of active followers
14:53 – Earning leaders’ trust for a unique social approach
17:45 – Gaining freedom and creativity for social
How Universal Parks & Resorts Creates In-Park Social Moments
Episode 545
Monday, October 24, 2022 • Duration 43:39
Even if a brand’s social approach looks like it’s all fun and games, there’s a lot of hard work, thought and strategizing going on behind the scenes. And, this week’s Social Pros guest gets to experience both! Eric Gray, Senior Director of Content & Engagement at Universal Parks & Resorts, joins this episode of the podcast with top tips and tricks for capturing social moments and more.
Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help!
Here at Social Pros, we were so excited to have Eric Gray, Senior Director of Content & Engagement at Universal Parks & Resorts, on the podcast. Not just because we love theme parks, but because their social approach is superb!
Eric preaches the power of user-generated content and explains how he leverages it at Universal. He explores the challenges he faces, where he looks for inspiration and details their Instagram and Twitter strategies.
Plus, Eric tells us how he looks to engage communities through content and so much more. It’s a fun episode with some excellent insight from a true social pro.
In This Episode:
5:12 – Introducing Eric Gray
6:16 – Eric’s day-to-day
9:46 – Typical challenges Eric faces
14:35 – Social for a theme park during COVID
17:09 – What role does a theme park play in virtual spaces?
20:26 – Seeking social inspiration in a theme park
24:35 – How Universal Parks & Resorts use UGC
31:48 – How their Twitter creates awe and wonder
Inside Glossier’s Iconic Social Approach
Episode 544
Friday, October 14, 2022 • Duration 37:08
Jamie Dinar, Senior Manager, Social & Digital Content at Glossier, joined this episode of Social Pros to unpick the brand’s distinctive social strategy and provide top tips and tricks for social pros.
Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help!
We all know how fast-paced social media is. 24/7, it simply does not sleep.
There are many brands out there whose social media speed and efficiency are just off the charts. One of them is the skincare and beauty brand, Glossier. But how do they do it?
We asked their Senior Manager of Social & Digital Content, Jamie Dinar, on the latest episode of Social Pros for her ‘secret sauce’ on becoming agile on social.
Jamie explained how her team at Glossier is empowered to act fast and said that clear communication between colleagues is key to being proactive in social.
We don’t want to give too much more away because this episode is packed with so many helpful takeaways to switch your approach to social up a gear.
In This Episode:
5:11 – Introducing Jamie Dinar
6:00 – Glossier’s social blueprint
9:01 – Jamie’s role at Glossier
10:43 – Staying agile on social
13:32 – Eating, breathing and sleeping social
15:17 – Glossier’s TikTok approach
19:27 – The community aspect of Glossier
22:46 – How Glossier keeps their brand voice united
Visit SocialPros.com for more insights from your favorite social media marketers.
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