Coming to you live from Content Marketing World in sunny San Diego, Social Pros brings together content experts Robert Rose, Chief Strategy Officer at Content Marketing Institute, and Amber Naslund, LinkedIn’s Enterprise Sales Leader. Together with host Zontee Hou, they explore strategies for creating real impact on social platforms, building authentic thought leadership, and finding the sweet spot where creativity meets AI. Full Episode Details  Robert begins by sharing his journey with Content Marketing World, illustrating how a strong content marketing strategy has evolved from routine busywork to bold, game-changing projects. He emphasizes the need for marketers to “swing for the fences” by creating memorable content that brings real value. His concept of zero-click content encourages marketers to think beyond just drawing traffic—instead, he suggests designing content that fully engages audiences right where they are, from meaty LinkedIn posts to scroll-stopping moments across social. Amber follows with her take on thought leadership and personal branding, drawn from her experience at LinkedIn. She talks about finding the balance between corporate guidelines and the authentic voices of individuals, revealing how brands can empower their people to be credible, relatable representatives. Her approach highlights the value of building genuine connections over polished corporate speak, showing that real credibility often starts with letting employees bring their own voices to the table. In This Episode: 2:55 - The origin story of Content Marketing Institute and Content Marketing World 5:27 - Why marketing teams are stuck in “busy work” and how to break free 6:00 - The power of “swing-for-the-fences” content projects that move the needle 6:29 - The rise of zero-click content and how it’s reshaping social strategy 7:19 - Why AI adoption pressures could lead to missed opportunities 9:05 - “Valuable friction” and why it’s key to smarter, more effective teams 11:46 – Robert’s book ‘Content Marketing Strategy: Harness the Power of Your Brand’s Voice’ 13:42 - What content marketers and marketers in general should have on their radar for 2025 14:05 - Why brands should rethink “other people’s platforms” 15:38 - Robert’s advice for Social Pros 17:10 - What living person Robert would have a video chat with 17:56 - Amber’s journey from marketer to enterprise sales leader at LinkedIn 19:00 - Why thought leadership is essential in today’s digital world 23:06 - Balancing personal brand with corporate storytelling 25:04 - Creating frameworks to shape and strengthen your thought leadership voice 26:51 - Amber’s advice for Social Pros 27:21 - What living person Amber would have a video chat with Resources  Connect with Robert on LinkedIn Connect with Amber on LinkedIn Content Marketing World Content Marketing Institute Visit SocialPros.com for more insights from your favorite social media marketers.

TikTok’s the place for dance trends, DIY hacks… and, apparently, for reviving iconic products from the ‘80s! When Lenox’s Spice Village collection started trending on the platform, it sparked a social media success story that no-one saw coming. Caitlin Gillard, Social Media Marketing Manager at Lenox, joins us to share how her small but mighty team turned TikTok virality and real-time feedback into a full-on product relaunch, proving that sometimes, the fans know best. Full Episode Details  Lenox’s iconic Spice Village collection may have started its journey back in 1989, but thanks to TikTok, it’s making a serious comeback! Who would’ve thought that decades later, a beloved kitchen staple would find a new generation of fans through social media? Caitlin tells us how the Spice Village collection went from nostalgia to viral sensation, sparking a relaunch. Though the Lenox social media team may be small, they certainly didn’t just sit back and watch the buzz unfold—they dove headfirst into the conversation. By listening to what TikTok fans were saying and engaging directly with their feedback, they brought Spice Village back at the original price from 1989! Caitlin explains how this customer-first approach didn’t just revive a beloved product, but also led to new ideas and innovations for the brand’s future. Caitlin also shares how her team manages the balancing act of keeping Lenox active across platforms like Instagram and TikTok. She emphasizes the importance of knowing “who you want to be following you” and how focusing on the right audience helps create genuine, lasting connections. Whether you’re trying to boost engagement or revive a legacy product, Caitlin’s insights offer valuable lessons for any social pro. In This Episode: 2:04 - Caitlin’s role at Lenox and how her small social media team is making a big impact 5:20 - The story behind the Spice Village revival and the importance of social listening 10:32 - How an unexpected TikTok virality took Lenox by surprise and influenced their strategy for engaging younger generations 12:47 - Caitlin reflects on the internal reactions to the TikTok buzz and the valuable lessons learned along the way 16:35 - The coolest moments of the Spice Village revival and a glimpse into future plans at Lenox 17:26 - The importance of real-time feedback and why comments are driving product innovation at Lenox 22:26 - Social media platforms Lenox uses and the strategies for each 24:38 - Caitlin on the importance of knowing "who do we want to be following us" on TikTok 26:56 - How Lenox uses metrics and feedback to tell the full story of their social efforts 35:55 - Caitlin’s top tip for an aspiring social pro Resources  Connect with Caitlin on LinkedIn Follow Lenox on Instagram Follow Lenox on TikTok Lenox Website TikTok Magic: How Four Brands Cashed In on Going Viral Visit SocialPros.com for more insights from your favorite social media marketers.

Candy fans unite! This episode is for you. Grab your favorite flavor of Nerds or indulge in some controversial candy corn and tune in to hear Annie Belgrade, Senior Manager of Integrated Content Marketing at Ferrara Candy Company, talk about finding the sweet spot in your social strategy.  Full Episode Details  Annie Belgrade joins us in the run-up to Ferrara Candy Company’s busiest time of year aka the “Super Bowl” of candy season, Halloween. With months of advance planning to real-time engagement, she reveals how Ferrara keeps its finger on the pulse of candy conversations across social media. She talks about the challenges of managing multiple brand personalities under Ferrara Candy Company and how her team assigns unique voices to each depending on the audience that favors each brand. Conversations over social media with each brand are the results of tireless manual work, seeking out trending topics and candy talk on each platform. The result? Authentic and relatable content that feels like you’re chatting to a friend with a sweet tooth.  We hear how Ferrara Candy Company manages both organic and paid social, and why “LoFi” content is their preferred style over presenting a “polished façade.” As a bonus, Annie also shares a secret recipe that might just convert the candy corn haters.  In This Episode: 3:41 - An introduction to Annie’s role at Ferrara Candy Company 4:39 - How Annie’s team manage content during the busy holiday season through social listening and organic engagement 7:22 - The importance of manual work over automation 10:35 - A candy corn combo that might even convert the haters 11:42 - How Annie’s team manages accounts for at least 10 different brands 14:22 - How they determine which brands and platforms get more attention 16:27 - Why paid and organic social should complement each other 18:28 - Why “LoFi” content is gaining popularity 19:22 - What bugs vs. excites Annie about working with social media 21:53 - Annie shares her experience of winning a film fest award on TikTok 25:01 - How Ferrara Candy Company works with influencers and got a surprise endorsement from Kylie Jenner 28:58 - The most important social channels for Annie’s team 30:12 - Annie’s predictions for the future of content and influencer marketing 32:42 - Annie’s top tip for those aiming to become a social pro Resources  Connect with Annie on LinkedIn Ferrara Candy Company Visit SocialPros.com for more insights from your favorite social media marketers.

How can brands build stronger partnerships with creators? We revisit this ever-important topic with Lucy Quick who joined us last year to talk about the secrets to successfully collaborating with influencers. This episode is a must-listen if you missed it the first time around and want some solid examples and tips on how to build brilliant partnerships with creators. Lucy is the Creator Partnerships Manager of Global E-Commerce Operations at TikTok, and she shares her unique perspective on how brands can tap into the goldmine of influencer marketing and build real partnerships with creators.  Full Episode Details  It’s one thing collaborating with influencers, but building meaningful, long-term partnerships is no easy feat. So what’s the secret to turning simple collaborations into strong partnerships? Lucy works with both brands and creators at TikTok so we couldn’t pass up on the opportunity to pick her brains. She provides insights on the current state of influencer marketing, reveals what questions brands should be asking, and explains why storytelling with data is the best way to prove your ROI. Plus, Lucy shares why working with macro influencers could be a huge win for your next marketing push and the secrets behind the most successful campaigns she’s worked on.  In This Episode: 1:19 - The current state of influencer marketing   5:45 - Questions that brands aren’t asking enough when working with influencers   8:47 - The top trends Lucy is seeing in the industry right now  12:43 - When influencers pivot to becoming competitors with brands   15:46 - How brands can strike a good balance between micro and macro influencers   17:36 - How brands should approach influencers in the early days of their career   19:56 - The best ways to talk about ROI and metrics   22:24 - How to navigate regulations around influencer marketing   24:41 - Lucy tells us about a funny campaign experience   27:05 - The different skill sets required for livestreaming  34:02 - Lucy’s tip for becoming a social pro  Resources  Connect with Lucy on LinkedIn Follow Lucy on Instagram Grab your free Social Media Audit Bundle Visit SocialPros.com for more insights from your favorite social media marketers.

Generational perspectives collide in this episode as three social pros from different age groups share their insights on the evolution of social media. Leanna Pham, CEO of Pham & Fams and a Gen Z digital marketer, joins millennial Hannah Tooker and Gen X Sunny Hunt to explore how each generation has experienced and adapted to the ever-changing world of social. Full Episode Details  From MySpace coding to the rise of social media as a career path, this conversation looks into the transformative journey of social media and its impact on different generations. Leanna, Hannah, and Sunny discuss how each generation has had unique experiences, from the early days of social platforms to their current role as essential marketing tools.  Leanna shares her insights on how Gen Z has witnessed the transformation of social media from a casual way to connect with friends into a vital career avenue. She also reflects on how earlier generations used social platforms primarily for personal interaction, while her generation has adapted to leverage these tools for professional growth. One of the main points she raises is the common mistake brands make when trying to connect with Gen Z and why it’s so important for generations to learn from each other rather than compete with each other. In This Episode: 2:01 - Generational perspectives on social media 2:43 - Gen Z's unique social media journey 5:05 - Millennial and Gen X social media evolution 9:20 - Generational misconceptions and stereotypes 17:15 - Tips for collaborating and communicating across generations 24:32 - Work-life balance and burnout in social media 27:35 - How Gen Z struggles to unplug from social media 31:09 - Advice for aspiring social pros of different generations Resources  Connect with Leanna on LinkedIn Grab your free Social Media Audit Bundle Visit SocialPros.com for more insights from your favorite social media marketers.

Curating content for higher ed social channels can be a balancing act. How do you pair fun, engaging, and relatable content with important messages students need to pay attention to? Emily Stulz, the Director of Social Media at the University of Arizona, says it’s all about “hiding the veggies” in your content.  Full Episode Details  We uncover the secrets behind what makes the University of Arizona’s social content so impactful. Emily reveals her approach to assessing content effectiveness and why sometimes you need the courage to walk away when something isn’t working. She calls this “Marie Kondo-ing” your social accounts. If your strategy is falling short of “sparking joy,” it’s time to say goodbye. Emily’s advice for social pros is to be proactive in all things – whether it’s keeping yourself up to date on trends, using data to measure success, or deciding how and when to pivot your strategy.  She offers predictions on the future of social media in higher education, discussing the impact of TikTok and the staying power of Instagram, plus her thoughts on battling against the evolving algorithm and changing audience preferences.  In This Episode: 1:45 - Emily explains her role and approach to social media  2:44 - How her team keeps things consistent for flagship accounts  4:58 - Emily’s approach to platform-specific content   6:18 - How her team “hides the veggies” when covering important topics    8:49 - The trick to making sure your strategy doesn’t get overlooked   11:15 - How the university keeps up with social media and algorithm changes   14:46 - Emily’s predictions for TikTok and what people use it for   18:11 - Emily reveals her favorite campaign  21:35 - How her team encourages faculty and students to get involved with campaigns   23:51 - Why you need to 'Marie Kondo' your social accounts   28:11 - Emily’s tip for aspiring social pros  Resources  Connect with Emily on LinkedIn University of Arizona Follow the University of Arizona on Instagram Follow the University of Arizona on LinkedIn Visit SocialPros.com for more insights from your favorite social media marketers.

We see paid social ads every day, scrolling through our feeds, watching YouTube videos… And a lot of the time it can leave us frustrated and eager to swipe past. So how can social pros pause that never-ending scroll and get people interested? Sammy Lent, Creative Strategist and Growth & Acquisition Specialist, joins Social Pros to take us through her strategies for winning the battle against low attention spans and ad-resistant consumers. Full Episode Details  Sammy Lent has worked with several different brands on paid social strategies that involve creative solutions to grab attention even when many are tired of endless advertising. Her top takeaway from this episode is to lean into empathy. Understanding consumers is step number one in any marketing push, but as social pros, who are no strangers to scrolling through our feeds, we can tap into the minds of consumers because we are them!  In this episode, Sammy breaks down the top differences between paid and organic social, highlighting that they’re two sides of the same coin and can complement each other well. She takes us through some of the creative projects she’s worked on and how platform changes have shifted the way paid social works and compete for attention on your feed. We also hear her take on influencer marketing and why more consumers are resonating with smaller content creators and UGC.   In This Episode: 2:07 - Sammy takes us through her career story as a creative strategist for different brands 5:07 - The top differences between organic and paid social 7:10 - How paid and organic social can complement each other 8:35 - Why marketers need to lean into empathy, especially in paid social 14:52 - How social media platforms have changed and how paid advertisers react  19:25 - Why TikTok is the platform Sammy would use if she had to start her career from scratch  22:28 - Predictions for the future of TikTok for advertisers 25:35 - How UGC and influencers fit into paid social today 31:02 - How to connect with Sammy 31:41 - Sammy shares her top tips for aspiring social pros Resources  Connect with Sammy on LinkedIn Follow Sammy on Instagram Visit SocialPros.com for more insights from your favorite social media marketers.

A marketing strategy can be full of great, inventive ideas but unless it’s targeted at the right people, you could be flying blind. But how do you narrow down and identify your target market? Katie Robbert, CEO of Trust Insights, works with clients to identify their Ideal Customer Profiles (ICPs) and refine their marketing messages to speak directly to customers. She joins Social Pros to let us in on her strategy for using data insights, AI and targeting messaging. Full Episode Details  The best marketing is targeted and specific. It speaks directly to customers who are likely to buy and find value in the solution you provide. It’s marketing that’s elevated by a thorough understanding of a customer’s pain points, needs, and wants, and offers a much-needed solution.  But without a clear idea of who those customers are, it’s easy for your marketing to become unfocused and less effective as a result. Enter the ICP, a strategy that helps you align all your marketing efforts to target exactly who you want. Katie Robbert has plenty of experience digging into the details and data of her clients’ best customers to help marketers speak directly to them. In this episode, she explains the value of building an ICP and how using AI tools can help you uncover insights into customers more efficiently. In This Episode: 2:06 - Katie explains her role as CEO and Co-Founder of Trust Insights  5:19 - How ICPs differ from customer personas or archetypes   9:17 - The type of data you need on customers to help you create the best content  10:56 - How the Trust Insights team identifies customer needs  14:34 - How to define or redefine your ICP 17:14 - How to use your ICP for creating targeted information  19:21 - Why you need to decide on a measurement method whenever you implement a new strategy 20:53 - Katie explains how specific an ICP can be 23:19 - How AI tools can help with processing data and finding patterns 25:46 - The next steps after you’ve defined your ICP 28:11 - Where to find more information about Trust Insights  28:34 - Katie’s top tip for aspiring social pros  Resources  Join the Trust Insights Slack Community Connect with Katie on LinkedIn Follow Trust Insights on LinkedIn Follow Trust Insights on Instagram Follow Trust Insights on X Follow Trust Insights on TikTok Subscribe to Trust Insights’ YouTube Channel Visit Trust Insights’ Website Visit SocialPros.com for more insights from your favorite social media marketers.

Canva has opened the doors for just about anyone trying their hand at creating visual content, whether you’re a pro graphic designer or brand new to it all. So, it’s no surprise that it’s an incredibly popular tool for marketers, brands, and social pros alike. We decided to revisit this episode from last year with Jacky Barker, formerly the Social Lead at Canva, to remind ourselves of how Canva’s social strategy brings the brand to life. Full Episode Details  Canva is a marketer’s best friend! The smart visual communications platform helps social pros with marketing, building presentations, graphic design, branding, and has even expanded into video editing and website building. As Jacky likes to say in this episode, it offers “the full shebang”! But how has their social media strategy contributed to Canva’s success? Jacky explains in this episode how community and culture are cornerstones of Canva’s ability to stay in the spotlight.   We hear about the day-to-day responsibilities of a Social Lead, how Canva identifies target audiences, and how its social team leverages creators, UGC, plus Pinterest and TikTok to reach more people. In This Episode: 1:50 - An introduction to Canva 2:52 - Jacky’s day-to-day responsibilities as a Social Lead 5:12 - Where Canva takes its cultural cues 6:44 - How Canva stays on top of trends in the “creator world” 8:04 - How Canva engages with its super fans 10:57 - How Canva determines its target audience 13:13 - How Canva has changed its messaging around features 16:23 - Canva’s approach to expanding into a global brand 19:35 - Why Pinterest is a big focus for Canva 24:44 - How Canva determines its next steps for the product 29:11 - Jacky’s parting advice for social pros Resources  Canva Canva on Pinterest Follow Canva on X Connect with Jacky on LinkedIn Follow Jacky on X Visit SocialPros.com for more insights from your favorite social media marketers. 

What is exciting about social right now, and what are the things that bug you the most? This special episode of Social Pros gathers together Convince & Convert experts to talk about their shared frustrations with social, the future trends they have their eye on, and the potential out there for brands right now... Full Episode Details  In this unique, collaborative episode, hosts Daniel Lemin and Hannah Tooker come together with Convince & Convert strategists Sunny Hunt, Jennifer Harmon, and Jason Keath to explore the challenges and opportunities facing social pros today. They talk about their shared belief in the need for platforms to improve moderation systems and the rise of internal creators within brands that are engaging authentically with their audiences.  They also discuss the question they hear most frequently from social media leaders – ‘where should I focus my time, energy and budget?’ Plus they share strategies for overcoming analysis paralysis and how to build authenticity and trust in the age of AI.  In This Episode: 1:21 - This episode’s guests introduce themselves 4:53 - The inconsistent enforcement of community guidelines and the spread of misinformation  8:00 - Jason highlights the lack of trust in social media and the need to prioritize user experience over profit 9:42 - The rise of inadequately disclosed sponsored partnerships 11:04 - The growing trend of brands hiring internal creators 12:36 - Some of the most common questions from social media leaders 14:17 - The challenge of selling the value of social media to leadership 16:13 - The importance of connecting organic and paid social teams to improve quality and performance of content 22:11 - Things happening in social that marketing teams need to be paying attention to 28:19 - Why you need to be participating in short-form video, especially in B2B 35:44 - How to build authenticity in the age of AI  41:40 - Daniel’s pro tip for aspiring social pros Resources  Grab your free Social Media Audit Bundle  Convince & Convert Website Follow Convince & Convert on X Follow Convince & Convert on Instagram Connect with Daniel on LinkedIn Connect with Hannah on LinkedIn Connect with Sunny on LinkedIn Connect with Jennifer on LinkedIn Connect with Jason on LinkedIn Visit SocialPros.com for more insights from your favorite social media marketers. 

Can AI help us to become better storytellers? Your immediate thought might be no, of course not! But while an AI tool won’t craft a compelling narrative out of nowhere, it can help us to become better at our jobs by saving time and acting as an advisor and assistant. For this episode, Mike Allton, the Chief Storyteller at Agorapulse, drops a masterclass on using AI to craft intriguing stories that all marketers and social pros can learn from. 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  Connect with Mike on LinkedIn Follow Mike on X Follow Mike on Instagram Mike’s Blog - The Social Media Hat AI in Marketing: Unpacked Podcast Agorapulse Visit SocialPros.com for more insights from your favorite social media marketers. 

We take a look back at one of our favorite episodes from last year this week. When Joél Leon, Creative Director, T Brand Studio at New York Times Advertising, joined us in episode 601, he brought plenty of wisdom and some mic drop moments. Full Episode Details  If you want your creative team to make magic, then you’ve got to foster a healthy environment for them to thrive in. As Creative Director, Joél believes there needs to be more “harmony” within the creative process. And part of that is by building the right environment and leadership. In this episode, we hear Joél’s take on what it means to be a great creative director and why it’s important to trust your team and give them safe spaces to flourish creatively. Joél takes us through some examples of his favorite campaigns he’s worked on and how his team defines success. He explores why it’s necessary to practice what you preach, especially when joining conversations about social issues. In This Episode: 1:39 - Joél explains his role within T Brand Studio 4:54 - How Joél’s team works alongside the newsroom and editorial teams 6:35 - Joél shares some details of campaigns his team has worked on 7:51 - How Joél leads his team to deliver the very best content 12:00 - Joél’s methods for managing expectations and working with brands 15:07 - How leaders can create a healthy work environment 16:50 - How to protect the interests of your team while keeping clients happy 20:07 - Joél shares some of his favorite campaigns to work on 23:42 - How Joél prefers to think about failure and success 26:45 - Finding a harmony between creativity and social issues 30:50 - Why listening is the most active form of communication 31:20 - Joél announces his publishing deal and book 33:03 - Joél’s top tip for those wanting to become a social pro Resources  Connect with Joél on LinkedIn Follow Joél on X Follow Joél on Instagram Visit SocialPros.com for more insights from your favorite social media marketers. 

When people head to social media, usually the last thing on their minds is studying. But Quizlet, the widely popular learning platform, has managed to build an impressive social media presence that engages learners around the world. Tori Mueller, Senior Social Media Manager, joins Social Pros to clue us into their strategies. Full Episode Details  Quizlet has perfected the formula for “edutainment” content with its unique blend of educational content, pop culture references, and community building on social. Tori heads up the social media department and joins this episode to take us through Quizlet’s strategy for appealing to an audience of learners, particularly Gen Z. We hear about Quizlet's three-pillar approach to content creation: edutainment, building the brand, and tapping into culture. As serious study content isn’t what people usually want to see on their social media feeds, Quizlet combines educational content with cultural commentary on the trends that appeal most to its audience. She explains why this strategy is so successful in keeping the brand top of mind for learners. Tori also shares a great example of how Quizlet engages in social listening by building a fully-fledged April Fools’ campaign, “Rizzlet,” based on a real user story on social. Quizlet also partners with influencers, and Tori shares how a partnership with @maxnotbeer led to high community engagement and new Korean language lessons added to the platform. Authenticity over polished content is a common theme in social at the moment, and Tori agrees that authentic content is performing much better for her team. To tap into that authenticity, she explains how part of their strategy is to show the real people behind the brand. In This Episode: 2:42 - An introduction to Tori and Quizlet 4:12 - How Quizlet engages an existing user base with its three content pillars  8:56 - How Tori determines what pieces of culture/trends to capitalize on 11:10 - How Quizlet’s April Fools’ prank came from UGC  16:15 - The challenge of getting employees to be on camera  19:02 - Why Quizlet leads with “dessert-first” content   20:32 - Tori tells us about an influencer collaboration and Instagram quiz campaigns  24:43 - Unusual use cases for Quizlet 25:51 - How Quizlet measures success and avoids vanity metrics  29:13 - Why Tori is most excited about the move toward authentic content  31:05 - Where Tori goes for inspiration  32:30 - The platforms Tori would choose to focus on if starting again from scratch 34:27 - Tori’s top tip for aspiring social pros  Resources  Quizlet Follow Quizlet on TikTok Follow Quizlet on X Follow Quizlet on Instagram Subscribe to Quizlet on YouTube Visit SocialPros.com for more insights from your favorite social media marketers. 

What does it take to manage social media for a global brand like Uber? We hear the secrets to their social success in this episode with N'Yaisha Aziz, the Global Social Media Lead at Uber, who takes us through Uber’s strategy and approach to building winning campaigns that resonate. Full Episode Details How can we make our social media content resonate and create a real impact online? N'Yaisha Aziz joins the podcast to share Uber’s approach to community, adapting to cultural trends, and creating viral campaigns that people talk about at the dinner table. Heading up both sides of the business, Uber and Uber Eats, N'Yaisha operates across the brand team, product marketing, and social impact to deliver campaigns, initiatives, and messaging through engaging campaigns and organic content.  We hear some behind-the-scenes stories of Uber’s successful campaigns, including a holiday campaign with the “Queen of Christmas,” Mariah Carey, and how she got to work on content in real-time for the Super Bowl. N'Yaisha explores the impact of community-driven content, the challenges of balancing campaign work with organic social media, and why Uber prioritizes shareability and comments as key metrics for success. In This Episode: 2:12 - What N'Yaisha’s role involves and a typical day in the life at Uber 4:00 - How N'Yaisha balances the campaign side and the organic side  6:12 - How Uber makes space for content that works on both a local and global level  9:15 - How Uber manages its content calendar while keeping the community engaged  11:17 - Why Uber prioritizes shareability and comments as key metrics 14:02 - N'Yaisha’s take on pushing boundaries in social  16:11 - N'Yaisha takes us through Uber’s holiday campaign with Mariah Carey 20:19 - Drafting a creative brief for Mariah Carey  24:00 - Working on campaigns that tap into sentimental moments  27:58 - What it was like working on real-time content at the Super Bowl 30:05 - Where N'Yaisha goes for inspiration 35:05 - N'Yaisha’s top tips for aspiring social pros  Resources Join the Social Pros LinkedIn community Connect with N'Yaisha on LinkedIn Follow Uber on LinkedIn Follow Uber on Instagram Visit SocialPros.com for more insights from your favorite social media marketers.

Data-Driven Decisions is a new limited-series marketing podcast presented by Convince & Convert and shared with our Social Pros listeners. What happens when marketing truly takes the driver's seat with data and insights? In this episode, we hear from Jenn Chase, Chief Marketing Officer and Executive Vice President at SAS, a company that operates with a data-first culture. Translating Data into Meaningful Insights Jenn explains what insights SAS focuses on from a marketing perspective and how that helps her team and other departments work together to drive results. She talks about the different types of surveys and brand studies that SAS conducts to collect data both internally and externally, plus the impact that has on working toward business goals. For SAS, it’s clear that data is embedded in its culture, but for that data to be useful, it needs context. Jenn’s team makes an effort to translate that data into insights that matter for different departments, including sales and finance.  Jenn also shares some examples of clients SAS works with and how they have transformed how they use data to enhance the customer experience with personalization. In a cookie-less world, brands need to think outside the box when it comes to collecting data, but Jenn shares some top tips for companies to get started. In This Episode: 1:30 - The vision that Jenn adopted when taking on her role at SAS 2:45 - The insights that SAS’s marketing team provides the rest of the company 5:42 - How Jenn encourages her team to drive value of marketing across the organization 7:44 - The art to connecting the dots across the organization on ROI 9:36 - How Jen builds strong relationships with other teams 11:43 - The importance of marketing, sales, and finance learning each other’s languages 13:48 - How SAS uses data to help clients better serve customers 16:08 - Jenn shares an example of a beauty retailer who transformed their data strategy 19:05 - Why we’ll see the evolution of commercial industries thanks to better data management 19:56 - How SAS is helping sports organizations with data   21:32 - Helping clients take a customer-driven approach with data 22:48 - How brands can get ahead in a cookie-less future 24:50 - Why brand personas are crucial 28:02 - Advice for organizations who are beginning to use data   31:19 - Why we need to democratize data 35:45 - How SAS strikes the balance between being data-driven and human-centric decision-making   Quotes: “From a B2B perspective, we understand that we need to meet our buyer, not just as their work persona, but recognize that they live in a broader world, and you can reach them in a more personal way.” “Start with the end in mind. What are the questions that you want to be able to answer about your customers that you can't today? Really paint a vision for what the end state could look like and how it can have business impact." “It’s imperative we know not only the demographics but also the psychographics of those personas so that you understand what's motivating them and then making sure that that information is fed into a creative brief so that all of the content that you create downstream as part of an integrated campaign is based on what that persona wants.” Resources: Connect with Jenn on LinkedIn: https://www.linkedin.com/in/jennchase/ SAS: https://www.sas.com/en_gb/home.html Purchase the book at koganpage.com/datadrivenpersonalization (use code CCData20 for 20% off and free shipping in the UK and US) and sign up for more content at convinceandconvert.com.

Leaning into social-first content can help you connect to the trends that your audience is already engaged with. The key to great social-first content? Being a content consumer yourself, says our guest this week, Byron Stewart, Associate Director of Social Media at Team Epiphany. Full Episode Details  By tapping into the current online culture and trends, you’re in the perfect position to jump onto new opportunities to expand your brand’s reach. That’s what Bryon found when he worked at Foot Locker. As he was scrolling on Twitter at the gym, he spotted an opportunity to jump on a meme about Machine Gun Kelly being a Foot Locker employee. Not long after he posted, the Tweet went viral. This is a perfect example of how you can build social-first content (sometimes with minimal work) with a consumer mindset – a key theme running through this episode with Byron. Byron shares his advice for social pros who want to leverage trends the right way, take risks, get leadership buy-in for campaigns, and how to work effectively with creators. We also hear his thoughts on tackling burnout in the era of being “chronically online” and why his top tip for social pros is to commit to continuous learning. The episode leaves us with Byron's thoughts on the creator economy and his approach to identifying and leveraging emerging trends for different brands. In This Episode: 2:48 - Byron explains his new role at Team Epiphany 3:38 - How Foot Locker went viral with a Machine Gun Kelly post 8:40 - Advice for social pros to do something similar while protecting their brand 10:36 - How Byron stays informed about current culture with a consumer mindset 12:46 - How Byron identifies important trends, tracks them, and applies them 14:51 - Byron’s take on brand relationships with creators 17:35 - The biggest changes in the platforms affecting the creator economy 20:02 - Ways he’d like to see Instagram and TikTok evolve 22:30 - Byron’s favorite types of content 23:59 - How to avoid burnout as a social pro 25:45 - How Byron kickstarted the employee advocacy program at Foot Locker 29:45 - Advice on getting buy-in to start making employee-generated content 31:20 - Why Byron loves being a social media advocate 33:00 - Byron’s top tip for social pros Resources  Join the Social Pros LinkedIn Community Connect with Byron on LinkedIn Team Epiphany Visit SocialPros.com for more insights from your favorite social media marketers. 

Data-Driven Decisions is a new limited-series marketing podcast presented by Convince & Convert and shared with our Social Pros listeners. Data is being used more and more to help businesses make the best decisions, in part thanks to the greater selection of tools available to capture it. But what if you struggle to access that first-party data? And what can you do with data once you do have it?  A Balanced Approach to Data-Driven Decisions In this episode of Data-Driven Decisions, we sit down with Rand Fishkin, Co-Founder and CEO of SparkToro, an audience research tool that helps organizations understand their audiences better. Rand explains how SparkToro helps businesses learn about and target their audiences, and shares examples of users who have seen success with the platform.  We hear his thoughts on common mistakes marketing teams make, such as relying too much on Google and Meta ads, and why sometimes more unconventional marketing can achieve better results. Rand also shares his balanced take on the use of data to drive decision-making. While data can be a great guide, there are certain blind spots that the data can’t tell you about. Rand recommends a more balanced approach to data usage and supplementing data-driven insights with experimentation, intuition, and direct customer conversations to really get to know your customers.  In This Episode: 0:27 - How SparkToro works 3:11 - Why marketing is too focused on Google and Meta ads 4:20 - What companies typically underinvest in 6:57 - Examples of how clients use SparkToro 12:49 - The problem with focusing on channels and tactics rather than the audience 14:46 - How uncommon tactics are inexpensive (and sometimes more effective) compared to ads 16:31 - How a brand used Reddit in a unique way 19:15 - Zero click marketing tactics that help customers know, like, and trust you 20:45 - Are pre/post-purchase surveys misleading? 25:54 - Why Rand prefers to look at correlation not causation 27:05 - How Rand’s relationship with data evolved from Moz to SparkToro 29:17 - Why it’s harder to prove the value of tactics today 31:23 - The problem with attributing value to search engines 34:07 - Advice for organizations embarking on their data-driven journey 35:47 - Rand’s take on why data doesn’t tell the full story 39:18 - How to recognize what data can and can’t solve  Quotes: “One of the big frustrations that I have is that marketing has gotten more and more Google and Facebook advertising shaped... SparkToro is trying to show you where your audience actually spends time.” “I think it pays to be responsible in your recognition of what problems data can solve and what it can't solve. It's not always the case, in my opinion, that every culture needs to be more data-driven." “I'm always shocked at how much I learn when I spend a bunch of time talking to customers or watching interviews.” Resources: Connect with Rand on LinkedIn: https://www.linkedin.com/in/randfishkin/ SparkToro: https://sparktoro.com/ Purchase the book at koganpage.com/datadrivenpersonalization (use code CCData20 for 20% off and free shipping in the UK and US) and sign up for more content at convinceandconvert.com.

It’s time to put aside those rigid, long-term social media strategies. Social is changing, and flexibility is the new superpower. In this episode of Social Pros, Jayde Powell, Founder and Head of Creative of Em Dash, shares her tips for brands and creators to achieve success in today’s social era. Full Episode Details  As a true “creatorpreneur,” Jayde isn’t just the Founder and Head of Creative at Em Dash, a content and creative development agency. She has a ton of other projects, including hosting the LinkedIn series #CreatorTeaTalk, being the Co-Founder of Weed For Black Women, a media hub and online community, plus managing her own personal brand. She joins this episode to share her strategies for creating brilliant content for brands and collaborating with creators, plus how she developed her own personal brand on LinkedIn, aka “the Briefcase App.” We hear why she favors flexibility and adaptability in social media strategies over rigid, long-term plans that often fall short in the fast-paced social media world. She suggests that brands should focus on developing teams who live and breathe social and can create high-quality content with a more flexible approach. We also talk about the creator economy, and Jayde shares some invaluable tips for creators on negotiating pay and developing business savviness. She suggests that brands look beyond partnering with creators for one-off campaigns and instead work on more sustained collaborations. The episode also explores Jayde's journey from corporate life to becoming a successful creator on LinkedIn, where she found success by staying true to her authentic voice and personality. In This Episode: 2:08 - Jayde takes us through all the different projects she manages to balance at once 3:54 - Why Jayde first got into the creator space 5:34 - How Jayde turned away from Twitter/X to find success on LinkedIn 7:55 - Advice on finding your footing on LinkedIn 11:20 - What are brands getting right in the creator economy? 14:47 - Jayde explains some of her brand partnerships 15:53 - Why creators need to be business savvy 17:44 - Negotiating pay as a creator and getting paid what you’re worth 19:37 - Jayde explains how the Weed For Black Women community began 23:32 - What she’s learned about running a community 25:48 - How Jayde evaluates success 27:10 - Where brands are doing their communities injustice 29:07 - Advice for brands starting from scratch 31:04 - Why planning social media content too far in advance isn’t worth it anymore 34:29 - How creators can set boundaries to avoid burnout 38:24 - Jayde’s top tips for aspiring social pros  Resources  The Em Dash Co. Connect with Jayde on LinkedIn Follow Jayde on Instagram WFBW Ventures #CreatorTeaTalk Visit SocialPros.com for more insights from your favorite social media marketers. 

Data-Driven Decisions is a new limited-series marketing podcast presented by Convince & Convert and shared with our Social Pros listeners. How did this non-marketing but data-driven leader become a Chief Marketing Officer? Shafqat Islam, the CMO of Optimizely, joins this episode of Data-Driven Decisions to share how he’s leading Optimizely’s marketing team into building a culture of data and experimentation. Let the Data Do the Talking In this episode of Data-Driven Decisions, we dive deep into the world of marketing data, measurable targets, personalization and customer-centric marketing. Shafqat shares invaluable insights on how to approach personalization strategically, emphasizing the value of starting simple and scaling up gradually. He discusses the challenges of content creation for personalized experiences and offers practical advice on leveraging AI to find patterns in customer feedback from support tickets and sales calls. We also explore the critical role of experimentation and testing when it comes to new marketing ideas, and why Optimizely considers experimentation part of its culture. Shafqat explains why it’s so important for marketers to have a rock-solid understanding of the typical customer journey and why this should be documented and measurable.  In This Episode: 0:37 - How Shafqat ended up in his role 2:36 - Why Shafqat wanted to build a more data-driven culture 4:58 - How this approach affects the marketing team 7:07 - The importance of experimenting with new ideas 8:28 - Optimizely’s approach to experimentation 12:33 - Why personalization is still a huge topic for marketers 15:22 - Finding a balanced and realistic idea of personalization 18:20 - How Optimizely helps its clients use their own data to make decisions 20:54 - Why all marketers need to map out the typical customer journey and document it 24:25 - How to ensure customers get the right resources 27:09 - How Shafqat researches and understands his customers 30:14 - The most important marketing metrics 31:56 - How Optimizely uses AI to find patterns in customer interactions   Quotes: “Marketing is as much about the customer as it is about the prospect. In fact, in the business of our scale, it may be more customer than even prospect.” “It's really, really important to document the customer journey and understand all the touchpoints and then come up collectively as a marketing organization, with what we want that ideal journey to be." “Experimentation is much more than tools. To me, the idea is how do we create a culture of experimentation?” Resources: Connect with Shafqat on LinkedIn: https://www.linkedin.com/in/shafqat/ Optimizely: https://www.optimizely.com/  Purchase the book at koganpage.com/datadrivenpersonalization (use code CCData20 for 20% off and free shipping in the UK and US) and sign up for more content at convinceandconvert.com.

It’s inevitable. Social media is changing. And if you’re not up to date with the trends, your strategy might be left in the dust. Since Gia Lee, the Chief Strategy Officer at NinetyEight, was last on the show, we wanted to hear about her perspective on the top trends today and how marketers can appeal to Gen Z audiences.  Full Episode Details  Gia Lee, the Chief Strategy Officer at NinetyEight, is a breath of fresh air in the social media space. As a Gen Z marketer herself, she’s already making waves in the industry with her unique insights into how brands can tap into younger markets (without sounding like that Steve Buscemi meme…) In this episode, we hear a bit about her career story and what the top trends in social are today. The biggest shift she’s seen is a move away from big, mainstream trends that take over social. Now, niche-virality is the way forward. A niche trend might not reach everyone… but does it need to? Gia explains that finding your niche is pivotal to a modern social strategy as well as great community management. We also hear some great advice for marketers on researching Gen Z audiences and ignoring the media stereotypes that can keep you from truly connecting with your audience.  In This Episode: 1:22 - Gia gives us a background on her career  3:11 - Social media trends that have changed since she was last on the show 5:51 - How brands are adapting to the shift toward niche trends 7:30 - Brands that are handling niche-virality well 9:58 - What brands could be doing better  12:19 - How brands can create room for Gen Z to share their voices  14:38 - How NinetyEight bridges the gap between brands and Gen Z audiences 16:57 - Has Gen Z broken the marketing funnel? 19:10 - How Gen Z is influencing brand community management  21:57 - NinetyEight’s approach to selling new ideas to brands  28:15 - Gia explains being a guest editor for Ad Age and Marketer to Watch Under 30 30:46 - Advice for Gen Z in business 32:22 - Where you can follow NinetyEight and Gia 33:21 - Gia’s top tip for aspiring social pros Resources  NinetyEight Connect with Gia on LinkedIn Gia's last appearance on Social Pros Visit SocialPros.com for more insights from your favorite social media marketers. 

What do social pros today need to know about the top platforms to get ahead? We look back at one of our favorite discussions from 2023 that marked 600 episodes of Social Pros! We asked none other than former Social Pros hosts, Jay Baer and Adam Brown, plus previous guest Allison Day, Senior Manager of Social Media at Reddit, to share their insights into what’s working in social today. Full Episode Details  To celebrate the 600th episode milestone, we brought back previous hosts and guests to share their thoughts on social platforms today, the biggest changes, and predictions for the future. Jay, Adam, and Allison share their ‘love it or over it’ verdicts on Threads, X, TikTok, and LinkedIn, and what they would do if they had to start over today. Jay, aka Tequila Jay Baer, talks about his strategy for starting his tequila influencer journey recently and why he focused on TikTok content to begin with. There are some brilliant insights into how social has and is changing all the time in this episode, plus some great advice for upcoming social pros tackling the space in 2024 and beyond. In This Episode:  5:56 - Love it or over it? Threads and X/Twitter  11:10 - LinkedIn’s evolution and our guests’ thoughts on the platform 15:58 - Thoughts on TikTok and Instagram Reels 24:26 - The biggest changes in social over the past ten years 27:31 - Gaining trust from leaders 32:21 - Why social media was about social, now it’s about media 36:07 - What our social pros would do if they were starting out today 38:28 - Why Jay Baer would start making YouTube content 43:15 - Jay, Adam, and Allison answer the final two Resources  Connect with Jay on LinkedIn Connect with Adam on LinkedIn Connect with Allison on LinkedIn Visit SocialPros.com for more insights from your favorite social media marketers. 

Data-Driven Decisions is a new limited-series marketing podcast presented by Convince & Convert and shared with our Social Pros listeners. How can data help marketing and sales teams achieve their goals? A common mistake some marketers make is not being clear on those goals in the first place. This can lead to marketers and sales teams trying out lots of different tactics in an effort to drive results. But there is a smarter way – using data to build a goal-oriented mindset from the get-go. Start with Marketing Goals, Not Tactics In this episode, Tessa Barron, Senior Vice President of Marketing at ON24, talks about why marketers should shift their focus from traditional marketing tactics to a goal-oriented approach. Tessa explains how marketers often fall into the trap of continuously using new tactics without clear objectives and how harnessing the right data can transform a strategy. Tessa discusses the importance of identifying key signals that indicate buyer readiness, using webinars and events to gather valuable first-party data and using that to create actionable insights that align marketing with sales. We also hear Tessa explain why marketers should create scorecards, identify the metrics that matter most, and improve conversion rates by leaning on data to drive decision-making.  In This Episode: 1:54 - A shift to goal-oriented marketing 6:22 - Leveraging webinars and other tactics for collecting customer data 11:11 - The importance of asking customers the right questions and using those answers 14:41 - Aligning marketing and sales to achieve conversion goals 18:58 - Testing, iterating, and improving conversion rates 26:49 - Why pipeline is a “lagging indicator” 31:32 - Why brand awareness is a leading indicator 33:51 - Using metrics that matter Quotes: “Starting with the goal first, and then the last step is determining the tactic that can really help marketers make the shift.” “What aspect about a buyer makes them more likely to convert to an opportunity than not? By knowing that, you can start to set traps. You can start to create different interactions that will help uncover that.” “There is no database on the planet, no third-party resource that can give you that kind of qualitative information that really makes a difference when we talk about improving conversion rates to pipeline and ultimately revenue.” Resources: Connect with Tessa on LinkedIn: https://www.linkedin.com/in/tessa-barron/   Purchase the book at koganpage.com/datadrivenpersonalization (use code CCData20 for 20% off and free shipping in the UK and US) and sign up for more content at convinceandconvert.com.  

What do students want to see when researching potential schools? It’s a question that all higher education marketers need to ask, and the answers aren’t always obvious. But good news! Our latest research, the 2024 Higher Education Marketing Report, reveals what the data says about student preferences and the strategies of current marketers in the space. We’re joined by Strategist at Convince & Convert and Co-Founder of Social Fresh, Jason Keath, who takes us through the top insights in the report. Full Episode Details  What marketers plan to do with their content and what students want to see aren’t always on the same page.  In this episode, Jason Keath takes us through some of the top insights that our report covers, including plans of current marketers in the higher ed space and student preferences from marketing content. Jason reveals that some marketers are turning away from email and YouTube, but the data reveals that this could be a mistake and doesn’t align with the type of content we know students resonate with. We hear why video and UGC should be a priority for higher marketers and which platforms are most popular for that audience. This episode is packed with practical advice for higher ed marketers looking to optimize their strategies and allocate resources more effectively. Jason discusses the delicate balance of using AI in content creation, emphasizing the need for a human touch to maintain authenticity and connection with students. Jason also addresses the gaps in content topics that students are eager to see, such as career benefits, financial aid information, and internship opportunities. In This Episode:  2:30 - Some background on the report and who was surveyed  4:35 - The benefits of a 3rd party assessment for higher ed marketers  6:05 - Major themes revealed by the report and the biggest gaps in higher ed marketing  7:59 - Why marketers aren’t utilizing video content as much as they should  11:11 - What Gen Z wants to see from content   13:12 - The surprising potential of traditional marketing   16:48 - Should higher ed marketers use AI? 19:07 - Why you shouldn’t depend on AI for content creation 12:09 - What prospective students want to see  24:29 - Where students go for information  26:09 - How higher ed marketers are using students within content 28:33 - How schools can restructure their strategy to cover topics students want to see 31:48 - Where can people find the report  32:29 - Advice for marketers in higher ed Resources  Download the Higher Education Marketing Report Connect with Jason on LinkedIn Follow Jason on Threads Social Fresh website Visit SocialPros.com for more insights from your favorite social media marketers. 

Data-Driven Decisions is a new limited-series marketing podcast presented by Convince & Convert and shared with our Social Pros listeners. How can organizations drive real impact with data? Many organizations already have plenty of data at their fingertips these days, but it’s not just about the data you collect. It’s how you use it. Joining this episode is Anthony Coppedge, the Principal Lead of eCommerce Seller Initiatives at IBM, who takes us through his methodologies for using data to make a difference in an organization. Organizations Don’t Lack Data, They Lack Insights  Anthony leads business agility aims across sales, marketing, and product at IBM. But how does such a large organization manage and implement data insights to grow effectively? We hear Anthony’s insightful approach to capturing and acting on qualitative feedback with the ‘Retrospective Radar’ approach. With AI such an important topic for many organizations, Anthony also takes us through how he uses the Watson Natural Language Processing tool to analyze unstructured data to create actionable insights. Anthony explains why having a clear north star in your organization is paramount and how his ‘Outcome-Drive Alignment’ model helps different teams come together with shared objectives to make smart, data-driven decisions. In This Episode: 1:51 - How IBM manages to drive impact with data 4:09 - Why data is often underutilized 6:30 - How data can identify challenges and misalignments in a team 14:00 - How the ‘Retrospective Radar’ works 20:41 - How IBM pulls the right insights from qualitative feedback 28:46 - How businesses can use feedback to empower team members 33:15 - How AI can help you gather insights from unstructured data 39:05 - Changing people’s minds with good data Quotes: “Everybody knows what it's like to be swimming in data. What you need to be swimming in is insight.” “Qualitative feedback is a type of data. So if you get feedback in a survey or a poll or a thumbs up or a thumbs down or verbatim text, all of that is a type of data. It's unstructured data, but it's data. And what we want to do is parse that data and understand it in a quantitative way.”   “Feedback is a gift, but aggregated feedback is actionable intelligence.” Resources: Connect with Anthony on LinkedIn: https://www.linkedin.com/in/anthonycoppedge/ Watson Natural Language Processing Demo: https://www.ibm.com/demos/live/natural-language-understanding/self-service/ Purchase the book at koganpage.com/datadrivenpersonalization (use code CCData20 for 20% off and free shipping in the UK and US) and sign up for more content at convinceandconvert.com.

How do some of the top brands like Netflix, Nike, and Disney drive audience participation and fandom? We find out in this episode, where we look back at one of our favorite conversations from last year with Alyssa Bonanno, the Chief Creative Officer and Founder of next-gen creative agency Better Half.  Full Episode Details  Audience participation and engagement are crucial for the consumer and entertainment brands that Better Half works with. But what’s the key to tapping into those fandoms? For Alyssa Bonanno, the trick is being “fandom-led.” She joins the show to share how her agency fosters great working relationships with huge brands and their audiences to drive results. We hear how the small-but-mighty team thrives, the benefits of intentional hiring, and how her agency manages consistently high-quality social output for brands. Alyssa gives us some back story on how she built her team, Better Half’s own strategy for success, and why she believes you need to take big swings on social to get noticed.  In This Episode:  1:32 - An introduction to Better Half 3:35 - Excelling for big clients in a boutique agency 6:07 - Sustaining community engagement with Netflix 9:46 - Matching Netflix’s identity on social 12:15 - Operating in the niche vs mainstream 14:09 - Intentional hiring for difficult roles  19:47 - Alyssa’s team structure decisions 21:45 - How Better Half showcase their culture 25:10 - Better Half approach to social 28:32 - How Better Half uses Substack 30:14 - Where to find Alyssa and Better Half  33:09 - Alyssa answers the Final Two Resources  Alyssa’s website Connect with Alyssa on LinkedIn Follow Alyssa on Instagram Better Half website Connect with Better Half on LinkedIn Follow Better Half on Instagram Visit SocialPros.com for more insights from your favorite social media marketers. 

Data-Driven Decisions is a new limited-series marketing podcast presented by Convince & Convert and shared with our Social Pros listeners. How do you compare with your peers? It’s a question that every marketer asks, and data is the trick to removing the guesswork from that answer. But finding the right data to benchmark yourself against your peers can be a challenge. Joining the podcast this week is Rob Garf, the VP and General Manager of Retail at Salesforce. He explores how Salesforce builds insights for retail customers to gain clarity on where they sit in the market.  Infuse Data into Everything You’re Doing In this episode of Data-Driven Decisions, Rob discusses how retailers use Salesforce’s Shopping Index to compare their performance with peers and what types of data are most important to focus on. Our conversation delves into the methods of collecting actionable insights, the importance of understanding customer behavior, and why data-driven personalization is key to building a great customer experience.  Rob also shares plenty of examples of how retailers have used Salesforce's data to enhance their business operations and offers advice for organizations aiming to build a data-centric culture. We also explore how Salesforce’s annual holiday predictions have increased brand recognition and built trust with executives.  In This Episode: 1:40 - How Salesforce gathers insights that impact customers 3:37 - How Salesforce decides which data is most useful for clients 5:11 - Tying data insights into day-to-day actions 9:26 - Empowering clients and the Salesforce team to build a culture of data 11:59 - Using research as content 16:33 - How data can drive personalization 20:52 - Why customers now expect personalization 23:07 - Salesforce’s holiday insights campaign 26:20 - How Salesforce’s insights drive brand recognition 31:44 - Rob’s advice for organizations that want to lead with data 35:42 - How Salesforce builds a culture of data in a large organization  Quotes: “Anytime we're thinking about collecting data or thinking about telling stories with the data, we try to get as many stakeholders involved in it as possible. And so, we're really getting collective wisdom.” “I really encourage the team to think about the headline. It's really the thesis. What are we trying to convey? And then work backward to understand how we get the data to either substantiate that point or counter it.”   “Brands and retailers are looking for different and creative ways to capture data in exchange for some value rather than asking a consumer to fill out a questionnaire to learn who they are. It's about then using that data, activating that data, and using it to better their shopping experience.” Resources: Connect with Rob on LinkedIn: https://www.linkedin.com/in/rob-garf-224395/ Purchase the book at convinceandconvert.com/data-driven (use code CCData20 for 20% off and free shipping in the UK and US) and sign up for more content at convinceandconvert.com.

The B2B space is not something you usually associate with the world of influencer marketing. And yet, Salesforce is leading the way in B2B influencer collaborations. How? We find out in this episode of Social Pros with Mikaely Quaranta, Senior Manager of Social Media, and Ashlyn Remillard, Director of Global Social, Influencer & Content Strategy. Full Episode Details Mikaely Quaranta and Ashlyn Remillard lead the employee advocacy program, global social strategies, influencer marketing, and community management sides of Salesforce’s marketing department. With a lot of plates to balance, we hear in this episode how they approach all of these segments and how a B2B brand like Salesforce can win on social media. Our conversation covers the duo's innovative approaches to social channels, their experience in community management, social listening, analytics, and influencer partnerships. We hear how they measure success and ROI, and their approach to managing different creators and business partners. Ashlyn and Mikaely also swap stories of their favorite campaigns they’ve worked on, where they turn for inspiration, and their tips for social media success. In This Episode: 2:26 - Mikaely and Ashlyn explain their roles at Salesforce 4:35 - Why Salesforce invests in influencer marketing  7:09 - How Mikaely and Ashlyn manage messaging across different tiers 12:12 - How Salesforce defines micro influencers  15:06 - How Salesforce measures success both externally and internally 19:45 - Surprising experiences of managing influencer marketing  23:21 - How Mikaely and Ashlyn give space for new ideas 26:18 - How Mikaely and Ashlyn manage creators and business partners 29:23 - Where they go for inspiration  33:55 - Mikaely and Ashlyn share their favorite campaigns and social channels 38:44 - The best places to connect with Mikaely and Ashlyn and Salesforce 41:52 - Top tips for aspiring social pros Resources Connect with Mikaely on LinkedIn Connect with Ashlyn on LinkedIn Visit SocialPros.com for more insights from your favorite social media marketers.

Data-Driven Decisions is a new limited-series marketing podcast presented by Convince & Convert and shared with our Social Pros listeners. Is it true that many Americans perceive their homes not just as living spaces, but as vehicles for wealth accumulation? And can this lead to a disconnect between their desires and the reality of home ownership? In this episode of Data-Driven Decisions, we find out.  What do Americans really want from their homes?  Is it just a cozy living space, or something more profound? Join us as we dive into the psyche of the modern homeowner with Erin Willis, Chief Insight and Marketing Officer at Sekisui House, one of America’s leading home builders. We look at the importance of understanding customer happiness and how it's at the core of creating homes that truly feel like a sanctuary. Erin also delves into the methodology behind Sekisui House's customer-centric approach, revealing the synergy between data-driven decisions and a genuine understanding of customer needs.  From leveraging video diaries for real insights to incorporating behavioral science into home design, this episode shines a light on the innovative strategies employed to make homes that genuinely cater to the happiness and health of their residents. This includes addressing common challenges like storage and space optimization, which are crucial for creating a stress-free, comfortable living environment.  Erin also shares the exciting launch of SHAWOOD, a brand that exemplifies Sekisui House's commitment to offering architecturally unique, environmentally friendly homes that meet modern needs.  In This Episode: 01:04 - Introducing Erin Willis and Sekisui House 03:09 - The overall strategic goals of Erin’s role as Chief Insight and Marketing Officer  05:31 - What American homeowners are looking for compared to other countries  08:20 - How Sekisui House conducts research into homeowner needs  10:40 - Building a culture of curiosity in your team and organization 13:29 - Turning insights into messaging that resonates with your audience  16:27 - How the data impacts the content that they create 19:44 - How Sekisui House sets customer expectations and measures them 22:15 - The launch of SHAWOOD and what it means for Sekisui House  25:02 - How Sekisui House validates hypotheses   27:31 - How the company extends customer lifetime value and builds loyalty  30:50 - Advice for marketers to start using data insights to develop a better customer experience 34:03 - Practices and guidelines that promote a sense of safety and creativity within the team 36:20 - Insights Erin wishes she had known at the beginning of her journey 39:23 - Examples of companies Erin admires for marrying customer-centricity and data   Quotes: “Building a culture of curiosity is something that I always encourage organizations to do. What kinds of practices do you have in your team's meetings or in your guidelines or in your processes that help to create that sense of safety, and make sure that folks feel like they can bring their questions and their ideas to the table?” “A lot of Americans view their home as an investment property. It's a vehicle to accumulate wealth. And it ceases to be a home when you start to think about it like that. A lot of people don't feel at home in their homes.” Resources: Sekisui House: https://www.sekisuihouse-global.com/ Connect with Erin on LinkedIn: https://www.linkedin.com/in/erinboggswillis/ Connect with Zontee on LinkedIn: https://www.linkedin.com/in/zonteehou/ Purchase the book at convinceandconvert.com/data-driven (use code CCData20 for 20% off and free shipping in the UK and US) and sign up for more content at convinceandconvert.com.

Are you focused on the right things on social media? Or are vanity metrics keeping you up at night? In this episode, we take a deep dive into what’s really important on social media for brands with Kate DiLeo, CEO and Brand Architect of The Brand Trifecta. Full Episode Details Join us for an insightful chat with Kate DiLeo, CEO and Brand Architect of The Brand Trifecta, as she shares practical tips for building an authentic brand presence on social media. With a unique background in sales, Kate brings a fresh perspective to brand building on social media. We hear her approach to creating meaningful and real content that reflects her brand voice on LinkedIn and why she chooses to focus on only two platforms for her content. Kate explains that while it’s easy to get caught up on vanity metrics, social pros need to focus on what really matters – being real and connecting with people. She also recommends finding a niche and keeping your content laser-focused rather than trying to talk to everyone. Hear her thoughts on AI, running events, and how she came to write her book, ‘Muting the Megaphone.’ In This Episode: 2:50 - How Kate moved from sales to social 6:05 - How Kate built her brand methodology 8:30 - The importance of developing a clear brand voice 10:41 - Kate’s advice for focusing on LinkedIn as your go-to platform 12:45 - How she finds balance between her real and professional lives on social media 14:37 - AI’s impact on brand building 18:23 - Why finding your niche is key 20:21 - The importance of knowing what to say no to 21:45 - How to start building your brand on social 24:27 - Kate’s experience of running events 26:10 - Kate’s approach to cultivating her network 27:31 - Kate shares details about her current and upcoming book 31:20 - How leaders who can reflect on what’s holding them back 34:01 - Kate’s top tip for aspiring social pros Resources Download ICUC’s Data-Driven Personalization Report Connect with Kate on LinkedIn Follow Kate on Instagram Visit SocialPros.com for more insights from your favorite social media marketers.

New podcast series alert from Convince & Convert!  Full Episode Details A brand new series hosted by Zontee Hou, our Managing Director, looks at the lessons we can take from data to inform the best marketing practices and internal culture. In this trailer episode, we catch a bit of her interview with Daniel Lemin on the Social Pros podcast, where she talks about her new book Data-Driven Personalization. She discusses some of the key insights from the book, why marketers need to have a more important presence at the ‘data table’, and how the concepts in the book apply to every marketer. Data is more important than ever and gives marketers a seat at the table, not just when it comes to marketing decisions but also discussions that affect company culture, team structure, and sales. The book and podcast explore lessons and insights for marketers to get more out of the data they have and translate that into impactful and personalized customer experiences that increase customer lifetime value and allow us to develop more engaging marketing strategies. In This Episode: An introduction to the book, ‘Data-Driven Personalization’ What we can learn from companies who use data to drive decision-making Why we’re launching the Data-Driven Decisions podcast Topics the podcast will cover Quotes: “Whenever I can capture stories and share them and also explore why people made the decisions that they did behind the data, it makes it more tangible for us as marketers, and it makes it more usable to the folks who are looking at this content.” “We're not just going to be talking about marketing specifically, we're also going to be talking about the nexus of marketing and sales, the nexus of data and internal culture. So there's going to be a lot of really fascinating conversations.” “My goal is to make sure that you are really seeing how these ideas are applicable within your own organizations so that you have ideas of how you can make a more impactful marketing presence through data.” Resources: Connect with Zontee on LinkedIn: https://www.linkedin.com/in/zonteehou/ Purchase the book at convinceandconvert.com/data-driven (use code CCData20 for 20% off and free shipping in the UK and US) and sign up for more content at convinceandconvert.com.

As a creative, where do you stand on AI? Do you see it as a friend or foe? In this episode of Social Pros, we speak to Simon Berg, Founder of Ceros, who talks about the use of AI in the creative space and how we can find that happy place in the middle…  Full Episode Details New AI tools are coming at us thick and fast. That genie has well and truly left the bottle and as creatives, it’s time to decide whether we will embrace it as a part of our work processes or get left behind. While this might sound harsh to some, it’s the conversation that everyone is having and it was great to dive into it with British entrepreneur and thought leader in AI and creativity, Simon Berg. Simon opens up about his journey from struggling with academic and family constraints, to finding solace in creative expression. He emphasizes the significance of embracing AI as a collaborator, providing many of his own experiences navigating its potential and challenges. He also talks about the importance of authenticity, how to effectively brief AI tools, and the role of constructive feedback in personal and professional growth. Simon also expresses his vision for a future where productivity is driven by creativity, underscoring the necessity for organizations to adapt to the insanely quick advancements in AI technology. In This Episode: 1:08 - The early days of Ceros and what it is today  2:33 - What it was about the creative space that Simon felt needed a solution like Ceros 4:56 - How Simon came to start interacting with AI and how he feels about it as a creative  8:23 - Simon’s advice for creatives worried about gen AI uprooting everything they’ve known 13:06 - Why we should play with AI and the benefits 15:08 - How organizations should support and onboard their people when introducing new AI tools 18:54 - Unpacking the concerns around the opportunity for AI tools to inherit bias  19:37 - How to brief your AI companion better so the results are authentic and accurate  25:36 - Simon’s advice to someone looking to express themselves more creatively  25:46 - Why you need to surround yourself with people who tell you what you need to hear not what you want to hear 29:51 - What Simon is most looking forward to over the next five years 32:30 - Where to connect with Simon 33:43 - Simon’s advice to Social Pros Resources Grab your free Social Media Audit Bundle Meet Gemma Connect with Simon on LinkedIn Visit SocialPros.com for more insights from your favorite social media marketers.

If you want to connect with your audience in the here and now, you’ve got to lean into the moment. That’s one of the key takeaways from this episode with Renee D. Edwards, Global Social & Brand Marketing Executive. Renee brings bags of experience and wisdom to this episode, having worked with huge brands like IBM, Intel, and Samsung.  Full Episode Details All brands want to build that all-important connection with the audience on social media. But it is definitely easier said than done. Luckily, we have Renee D. Edwards on the show to give us some pointers on embracing and building your community on social media. For Renee, sometimes social pros need to “color outside the lines” and try something a little different – whether that be spending extra time engaging in the comments or collaborating with brands and content creators. We hear in this episode how social comments are “the new Twitter,” and why social pros should spend time connecting with people and other brands via comments. Renee shares her take on why she values collaboration over competition. While social media is a highly competitive place, sometimes it pays dividends to collaborate with other brands to create fun, refreshing content that stands out on your audience’s social feed. We also hear her thoughts on AI, authentic content, working with content creators, and more. In This Episode: 2:22 - Renee shares what she’s working on and is most passionate about 4:05 - The themes Renee is seeing in the B2B space 6:57 - Leaning into the moment on social 8:35 - How B2B and B2C social strategies differ 10:35 - Being social savvy on LinkedIn as a B2B leader 13:27 - How AI is shaping how social platforms are used 14:18 - Why comments are the new Twitter 18:55 - Best practices for handling comments on social media 20:43 - How to balance collaboration with competition 22:40 - Renee’s favorite campaigns as a Webby Awards judge 25:21 - Highlights from Renee’s career 27:08 - Renee’s experience being an advisory board member of Storythings 29:09 - What brands can learn from content creators 32:54 - Renee’s favorite brands to follow on social media 35:44 - How to connect with Renee  36:53 - Renee’s advice for those looking to become a social pro Resources Join the Social Pros LinkedIn community Connect with Renee on LinkedIn Visit SocialPros.com for more insights from your favorite social media marketers.

Is your brand ready for the future? Being a future-ready brand is about more than just hopping onto the latest tech trends. In this episode, we hear about what marketers can do to keep their brands ahead of the game. We welcomed Mitch Duckler, Managing Partner at FullSurge & Bestselling Author of The Future-Ready Brand and The Indispensable Brand, to share insights he uncovered in his research. Full Episode Details Mitch Duckler, as Managing Partner of consultancy firm FullSurge, is well-versed in what brands can do to drive and accelerate growth. And a big part of growth is looking forward to the future. So how can you make your brand future-ready? When writing his recent book, The Future-Ready Brand, Mitch interviewed CMOs from Fortune 500 companies to get their perspectives on new technology, audience expectations, and how they’re preparing for the future. We hear some brilliant insights into how CMOs at some of the top brands are experimenting with technology like AI and AR, and why they’re trending cautiously right now. Mitch talks in detail about the differences in generations and how Gen Z, an important demographic for brands, prefers content that’s authentic, not polished, and brands with a clear purpose. In This Episode: 2:03 - A background on Mitch, his role, and book 3:27 - The most surprising feedback Mitch received from CMOs 5:28 - How brands are balancing using AI with maintaining brand identity 8:13 - Why brands with a clear purpose are popular with Gen Z 10:48 - How brands are pivoting due to societal changes 12:57 - How brands are targeting different generations on different platforms  15:28 - Why control has shifted to the consumer on social media 18:24 - How emerging technologies are helping brands meet their audience where they are 23:12 - What smaller brands can do with limited resources 27:14 - Mitch’s tip for anyone looking to become a marketer or social pro Resources ICUC’s 2024 State of Data-Driven Personalization report Connect with Mitch on LinkedIn Visit SocialPros.com for more insights from your favorite social media marketers.

Why do people follow brands on social media? What prompts them to unfollow? How close are social media followers to becoming customers? These are important questions that just about every social pro has asked themselves. We can make guesses and predictions, but what does the data say? Hootsuite’s Social Media Consumer Report is full of incredibly useful data for marketers, and their Head of Content, Sarah Dawley, joins this episode to talk us through it. Full Episode Details Social media is changing all the time, and with it, consumer expectations, preferences, and behavior. Hootsuite’s latest report provides solid data answering the key questions marketers have about social media. Sarah Dawley, the Head of Content at Hootsuite, joins us in this episode to highlight the most important findings for social pros to be aware of. The data that Sarah takes us through answers key questions on why people follow and unfollow brands, the top things consumers are looking for, and how brands can tap into that. We talk about some of the more surprising findings around purchase intent, plus the not-so-surprising findings too. Sarah gives her take on AI in social content generation and how it relates to (and potentially harms) the audience’s need for authentic content. We also hear some great tips on how brands can reuse and repurpose content, Hootsuite’s fantastic method for promoting the report, and why B2B social content should never be boring. In This Episode: 2:30 - An introduction to the report 4:38 - How brands can connect with their audience 6:17 - The top thing that surprised Sarah about the data 8:05 - Why people unfollow or don’t follow brands in the first place 12:11 - How the use of AI affects authentic content 15:01 - How can teams use AI 17:33 - Why people follow brands on social media 21:17 - Advice on building an efficient content strategy 23:16 - The trick with repurposing content  24:32 - How Hootsuite promoted their latest report 27:40 - What holds B2B brands back? 30:13 - Where to find the report 31:42 - Sarah’s top tip for social pros Resources Join the Social Pros community on LinkedIn Follow Sarah on X Connect with Sarah on LinkedIn Hootsuite's Social Trends Report Visit SocialPros.com for more insights from your favorite social media marketers.

Get ready to learn about the magic of marketing! Bennie F. Johnson, CEO of the American Marketing Association, joins the Social Pros podcast to shed light on why he believes marketing is equal parts art, science, and magic. Full Episode Details The American Marketing Association is probably an organization you’re familiar with, and in this episode, we welcomed none other than the CEO himself, Bennie F. Johnson, for a fantastic conversation. Bennie shares some background of AMA and how it supports those on the academic and practitioner side of marketing. We hear his thoughts on AI and the ethical and legal considerations that marketing pros need to know about – some of which differ by state and country. Bennie also explains why LinkedIn is the platform of choice for his personal brand and AMA. Bennie shares his advice for the future marketing leaders out there, and we chat about why marketing today doesn’t just belong in the creative realm. There’s also a science to it (with a dash of magic too). He outlines how marketing pros can communicate the value of marketing to a wider organization, the importance of taking risks, and his advice for the Social Pros community. In This Episode: 2:15 - How the American Marketing Association supports the marketing community 6:05 - Why marketers need communities more than ever 8:35 - How marketers can embrace AI 12:07 - What marketers need to know about different privacy regulations 14:20 - Balancing communication with community members 18:31 - How Bennie speaks to future marketers 21:45 - How marketers can communicate their value to a wider organization 25:53 - Why risk and curiosity are key to marketing 30:44 - Leading authentically in marketing 32:30 - Bennie’s one tip for those wanting to become a social pro Resources Join the Social Pros community on LinkedIn American Marketing Association Connect with Bennie on LinkedIn Visit SocialPros.com for more insights from your favorite social media marketers.

In the world of podcasting, the most important element is the story you’re trying to tell. You can have all the best equipment at hand, but it’s the story that makes it. We’re getting a little meta this week with a podcast episode about podcast episodes and storytelling with Elaine Appleton Grant, CEO of Podcast Allies and Host of the Sound Judgment podcast. Full Episode Details Now, we’re no strangers to sharing great stories on this podcast. But this episode is a little different. We peek behind the curtain and look at what it takes to unravel these stories in a podcast. And it all begins with the host. The host of Sound Judgment and CEO of Podcast Allies, Elaine Appleton Grant, gives us a masterclass on how to tell a great story by asking great questions and being curious above all.  Elaine shares plenty of anecdotes from her career and the brilliant public speakers and podcasters she’s met along the way, including the former host of this very podcast, Jay Baer. In each of these stories, Elaine breaks down the key lessons she’s learned and teaches to others, including the importance of preparation, asking questions that really dig into the details, and how to be a good listener.  There’s so much to take away from this episode if you’re interested in starting a podcast or want to improve your hosting skills. But equally, there’s plenty of value if you’re in the business of telling stories on social media.  In This Episode: 2:25 - Why it’s so important to share and tell stories 4:00 - What Elaine learned from Jay Baer’s Standing Ovation podcast 5:50 - Elaine gives a breakdown of what her podcast is about 7:51 - Elaine’s background in storytelling 9:51 - How Elaine approaches getting into deeper stories on her podcast 16:34 - How framing questions the right way helps you mine for stories 22:54 - How to become a great listener 25:25 - Why curiosity is the key skill 26:29 - How looking for different perspectives can uncover multitudes of stories 33:08 - How do you start becoming an expert storyteller 37:11 - The final two questions  Resources Grab your free Social Media Audit Bundle The Sound Judgment podcast Podcast Allies Connect with Elaine on LinkedIn Follow Elaine on Instagram Visit SocialPros.com for more insights from your favorite social media marketers.

Joseph Galbo, Social Media Specialist at the U.S. Consumer Product Safety Commission, is a certified friend of the Social Pros podcast! We’re thrilled to have him back as a third-time guest on the show to talk about his work at CPSC and his tips for making safety content fun and engaging. Full Episode Details How do you take something like product safety information and turn it into a library of fun, interesting, and entertaining content? Well, Joseph Galbo, Social Media Specialist at the U.S. Consumer Product Safety Commission, shares his secrets in this episode. We hear a rundown of what social is like at CSPC, how it’s changed since we last spoke, and Joseph’s creative approach to getting important information out there. Joseph shares stories of unique social campaigns he’s worked on, from the CPSC album drop to its Marvel-like universe of characters, including Potato the Dog, Copernicus Jackson the Cat, and Quinn the Quarantine Fox, who all share important messages with the public. Aside from talking about safety memes, Joseph chats about the importance of engagement data, evergreen content, and communicating different safety issues around the U.S. In This Episode: 3:35 - What social media is like at CPSC and what’s changed 6:25 - How CPSC strikes a balance between serious information and fun content 8:40 - Joseph explains the album drop campaign 13:50 - Taking a more creative approach to communicating with the public 15:52 - How Joseph gets creative ideas approved 19:28 - How government agencies are evolving on social 26:47 - How CPSC uses engagement data and social listening 29:34 - Joseph explains his favorite projects and why CPSC has a Marvel-like universe of characters 32:47 - Joseph asks our Social Pros hosts about following government accounts 37:08 - Why people are looking for more hopeful content on social 38:13 - Joseph’s top tip for anyone looking to become a social pro Resources Grab your free Social Media Audit Bundle  Follow the US Consumer Product Safety Commission on X  Connect with Joseph on LinkedIn Join the Social Pros community on LinkedIn Visit SocialPros.com for more insights from your favorite social media marketers.

This episode with Fractional VP of Social Media at Social Proof Agency, Robyn Nissim, is a masterclass in social media. Hear about her journey from in-house roles to fractional work, the importance of investing in social media, and much more.  Full Episode Details This episode welcomes Robyn Nissim, who shares her journey from Head of Social at big brands such as Alo Yoga and Anastasia Beverly Hills to her current role as Fractional VP of Social Media for a variety of brands. Robyn reflects on the pivotal shift towards a digital-first approach and emphasizes the importance of adapting in the dynamic social landscape. Host Leanna Pham and guest co-host Sunny Hunt talk to Robyn about how vital it is to invest properly in social, and she highlights the percentage of online users that are influenced by brand social media—a compelling stat that shows just how important it is for brands to be engaging effectively. They talk about the value of tracking impressions, click-through rates, and cultural impact, emphasizing the need for brands to align their strategies with the digital behaviors of their target audience. The conversation also explores Robyn’s thoughts and advice on innovative influencer marketing strategies and the role of social media teams within organizations. Robyn shares her favorite structure for her social teams, advocating for cross-functional collaborations and strategic content planning. They also discuss finding the balance between leveraging trends for brand visibility and maintaining a robust content strategy grounded in brand authenticity.  In This Episode: 0:40 - Robyn expands on her current role 2:14 - What she loves about building teams 3:54 - How she approaches brands that aren’t investing in social 6:13 - Why brands need to invest in roles and responsibilities within the social team 8:42 - Robyn’s ideal social team breakdown 11:32 - How social teams can share their insights with the whole organization 13:06 - Ways small teams can get a seat at the table 15:03 - Trends Robyn is seeing in social currently 21:17 - Advice for starting an influencer program 23:35 - Robyn’s favorite activation and why 26:04 - In-house roles vs fractional roles Resources Grab your free Social Media Audit Bundle Connect with Robyn on LinkedIn Visit SocialPros.com for more insights from your favorite social media marketers.

How does an Ivy League school manage its social media with a small team? We asked Maya Wesby, Social Media Manager at Harvard Graduate School of Education, for some insider insights into her role on this week’s Social Pros. Full Episode Details With a small social media team consisting of Maya Wesby (Social Media Manager) and a student intern, a key part of Maya’s role is wearing many different hats. While challenging, Maya’s realm of responsibility includes creating social-first content for multiple platforms, videos, editorial content for the website, and even a podcast on top of it all. Maya joins this episode of Social Pros to share her secrets to balancing it all and creating engaging content for students, alumni, faculty members, and anyone else interested in learning about the school. In this episode, we hear how Maya has become a master at prioritizing the best content to work on, how she jumps on opportunities to create new content, and where she gets inspiration from. We also hear a bit about her personal branding on LinkedIn and why she’s a big fan of the platform. In This Episode: 1:38 - Maya gives us an introduction to her role 4:13 - Who Maya’s audience is on different platforms 5:11 - The challenge of managing different brand voices across social media channels 7:07 - Balancing social-first content to build a community with the institution’s needs 8:18 - How Maya prioritizes what content to work on in a small team 10:08 - Maya’s experience with generative AI 13:06 - How Maya seeks out student events that make great social content 14:50 - The types of engagement Maya seeks out and how she manages reporting 16:45 - Maya shares some of her favorite content projects 20:26 - How to review last year’s content and take it up a notch 23:29 - Why Maya uses LinkedIn for her personal brand 27:54 - Maya’s top tip for those looking to become a social pro Resources Grab your free Social Media Audit Bundle Connect with Maya on LinkedIn Follow Harvard Graduate School of Education on X Visit SocialPros.com for more insights from your favorite social media marketers.

HeyOrca, the uniquely named social media scheduler, is one to keep an eye on for some community-driven content inspiration. Their CEO, Joe Teo joins this episode of Social Pros to share his vision behind collaborative work, building a community, and the story behind the name HeyOrca. Full Episode Details Joe Teo is the CEO, aka “Chief Executive Orca,” at HeyOrca, a social media scheduler built to make collaboration between social teams simpler. He joins the Social Pros podcast to share his philosophy on a community-first approach to social media and advice for social pros to lean into the communities they want to build. Joe explains where the idea behind HeyOrca came from and how important it was to build a tool that makes collaboration easier within social and marketing teams. He talks about customer feedback and how that’s helped HeyOrca to evolve, optimizing video content for social, and the important question you should ask yourself before you post something. In This Episode: 2:04 - A little background on HeyOrca 4:07 - How Joe pivoted his focus to community building 8:00 - Why Joe works closely with users and uses audience feedback to evolve the platform 10:42 - How Joe stays on top of all the evolving changes in social media 14:54 - Joe shares details of his new project, the HeyOrca Podcast 18:13 - Joe explains what it’s like to work with non-profits and faith-based organizations 21:58 - Why Joe has invested more time in his personal brand  27:20 - The important question to ask yourself while building your personal brand 29:00 - Where the name HeyOrca came from 34:07 - Joe’s tip for social pros  Resources Grab your free Social Media Audit Bundle Follow HeyOrca on LinkedIn Follow HeyOrca on Instagram Follow HeyOrca on X The HeyOrca Community on Facebook Visit SocialPros.com for more insights from your favorite social media marketers.

Social media for brands has evolved and a big driver of the shift has been the emergence of the creator economy. Audiences resonate with organic, user-generated content on a level rarely seen with other strategies. To talk more about how creators can evolve on social, we welcomed Katelyn Sorensen, the CEO of Planoly. Full Episode Details Planoly is the first social media management tool built by creators, for creators, and CEO Katelyn Sorensen shares her story on the podcast. In this episode, we hear how Planoly helps creators manage their content more effectively and how it partners with many creators to promote the tool. Katelyn is a big fan of the supportive nature of the creator economy, and Planoly’s partnership program makes it easier to connect with creators who want to tell the world how much they love Planoly. We discuss the realities of being a creator and how consistency can pay off in a field with a low barrier to entry but a huge mountain to climb to reach success. Katelyn talks a bit about the evolution of Instagram, and we swap stories on our very first Instagram posts. Thankfully, we’ve all learned a lot since those days… Katelyn also talks about why it’s a good thing that the creator community is less focused on follower counts and more on engagement – which is the real key to success on social. In This Episode: 1:33 - What is Planoly and how do creators use it? 3:23 - How the creator economy has evolved in recent years 6:20 – Katelyn talks about how earlier creators she’s worked with have evolved 8:40 – How Planoly finds great creator stories and works with the community 11:43 – Planoly AI features to help with creator burnout 16:23 - Why creators are less focused on follower counts these days 18:19 - Our very first Instagram posts and what we’ve learned since 20:07 – Katelyn’s favorite moments at Planoly 22:08 - What’s next for Planoly? 25:13 - How Katelyn balances the “always on” world with real life 28:52 - Katelyn’s advice for those looking to become a social pro  Resources Grab your free Social Media Audit Bundle Planoly Follow Katelyn on X Connect with Katelyn on LinkedIn Follow Planoly on LinkedIn Visit SocialPros.com for more insights from your favorite social media marketers.

Are you ready to build a brand and become a creator? Then this episode of Social Pros is for you. We revisited one of our favorite episodes from 2023 with DoctorJonPaul. They are the Executive Producer of the BFF: Black, Fat, Femme Podcast, a writer, media critic, speaker, educator… and the list goes on. Hear their secrets to balancing it all while staying grounded.  Full Episode Details  It’s hard to explain everything DoctorJonPaul, Executive Producer of the BFF: Black, Fat, Femme Podcast, achieves with their content, but it’s an inspirational feat. DoctorJonPaul somehow manages to balance writing, creating, podcasting, public speaking, educating, and everything in between and has built a brand that people stop and take notice of.  We hear how they got their start on X originally but expanded to create a web of content and a strong personal brand that goes beyond just one platform. DoctorJonPaul explains why they decided to experiment with different platforms, and we hear about the origin story behind the podcast.  Creating so much content requires focus, and DoctorJonPaul shares their method for balancing it all and staying focused on what matters most. They also impart some words of wisdom on the nature of social media and why it’s important to stay true to your own brand and priorities.   In This Episode:  1:58 - How DoctorJonPaul became a creator  6:31 - Finding balance as a business owner and creator  8:05 - How to decide what to create each day  12:00 - Being intentional with self-promotion  16:09 - DoctorJonPaul’s take on the changes to Twitter/X  19:08 - The importance of branching out into different platforms  23:07 - The origin story of the BFF: Black, Fat, Femme podcast  32:58 - DoctorJonPaul’s advice for creators   Resources  Grab your free Social Media Audit Bundle  DoctorJonPaul’s website   Follow DoctorJonPaul on Twitter   Follow DoctorJonPaul on LinkedIn   Follow DoctorJonPaul on Facebook   Follow DoctorJonPaul on Instagram   Tune in to BFF: Black, Fat, Femme   Visit SocialPros.com for more insights from your favorite social media marketers. 

Higher education may have been slower to adopt modern marketing practices and technology like AI, but higher ed marketer Bart Caylor is on a mission to change that. As President and Founder of Caylor Solutions and The Higher Ed Marketer, Bart joins the Social Pros podcast to share his lessons on the best marketing practices for higher ed.   Full Episode Details  Bart Caylor, President and Founder of Caylor Solutions and The Higher Ed Marketer, predicts a declining demand for higher ed in the future, meaning schools will face greater competition for a smaller pool of potential students. So, it’s more important than ever that higher ed invests in great marketing practices.  In this episode, Bart shares his predictions for the future of higher ed marketing, what he tries to teach institutions that have been slower to adapt to modern marketing practices, and how schools can utilize AI effectively. Bart believes that AI is often underused, but the trick is learning how to train the AI to give you the results you need.    He shares his thoughts on the importance of content creation, managing marketing budgets, and how to become an authority in the higher ed space. We also hear about his journey to create The Higher Ed Marketer podcast and his book, Chasing Mission Fit: A Marketing Guide to Fill Your Institution with Students Who Will Succeed.  In This Episode:  1:42 - Bart explains how he first entered the higher ed marketing space  3:08 - How higher ed marketing has evolved  5:12 - Bart’s predictions on its future  7:38 - How higher ed marketers can adopt AI and get better at prompting  12:11 - Bart’s favorite use cases for AI  16:28 - Why the “early adopters” are only a few months ahead of everyone else  18:23 - Bart’s thoughts on younger people getting into higher ed marketing  22:16 - Using the necessary skills to succeed in modern marketing  24:10 - Why you don’t have to market to everyone  25:34 - Where Bart finds inspiration  28:57 - Emerging trends that marketers should pay attention to  31:40 - Insights and themes in Bart’s podcast  34:09 - How marketers are making mistakes  38:00 - Bart’s top tip for those looking to become a social pro  Resources  Grab your free Social Media Audit Bundle  Connect with Bart on LinkedIn  Listen to The Higher Ed Marketer podcast  Follow Bart on Twitter  Visit SocialPros.com for more insights from your favorite social media marketers. 

Brands and agencies are increasingly using influencers and creators to collaborate on social media content, but it’s still a brand new world for many in the social media space. Nathan Jun Poekert, Fractional Head of Social & Consultant, Founder of JUN Social, joins us on the Social Pros podcast to share his take on the current landscape of influencer marketing and collaborating with creators.   Full Episode Details   For influencers/creators and agencies to work in harmony, both sides may need to evolve in one way or another. This is one of the top takeaways from Nathan Jun Poekert, Fractional Head of Social & Consultant, Founder of JUN Social, in this episode of Social Pros.   As someone who’s collaborated with creators many times, Nathan shares his experiences and why he always prefers to work with creators who treat their work like a business, not just a creative venture. He gives his thoughts on influencer pay, how to attribute success the right way, and why timeliness is the golden ticket to great social content.  Nathan’s mic drop moment in this episode is around the approval process when it comes to bringing new ideas to clients and getting them out there. He says that social pros need to work fast to jump on trends, but sometimes agencies make this tough with long-winded approval processes.   In This Episode:  1:24 - Nathan’s perspective on working with influencers   4:28 - Why attributing success is so important when working with influencers   7:55 - Why creators who treat their work like a business are the most successful  10:40 - The growing pains of the creator industry   16:39 - Why Nathan believes social agencies need to evolve  22:09 - Why social agencies need to move fast and what’s stopping them  28:22 - The importance of giving social pros the freedom to enact ideas  30:51 - What a Chief Social Officer role could look like   34:10 - Why consistency both on social and the buying experience is key  35:58 - Who will be the first big company to make a CSO role?  39:48 - Nathan’s top tip for those looking to become a social pro  Resources  Grab your free Social Media Audit Bundle  Connect with Nathan on LinkedIn Visit SocialPros.com for more insights from your favorite social media marketers. 

Content creators each have their own journeys and secrets to success, but for Justin Tse, content creator and CEO of Feature Media, it’s all about staying focused and consistently creating content that you love.  Full Episode Details   Two years since he was last on the show, Justin Tse, content creator and CEO of Feature Media, joins us on this episode of Social Pros to share some insights into how to succeed in content creation.  Justin explains how he’s able to stay focused and invested in his own work while maintaining a healthy audience in multiple niches. Starting out as a tech channel, Justin has branched out into lifestyle, travel, and car content, and this has proven to be beneficial in many ways, especially when it comes to brand partnerships.   We hear Justin’s advice on finding inspiration versus copying what others are creating and why it’s so important to build your own formula for success. Justin also shares his advice for new content creators and explains what he would focus on if he started from scratch today.   In This Episode:  2:58 - How Justin stays interested in content creation   5:51 - Justin tells us about winning Youth Entrepreneur of the Year in Canada  7:04 - Justin’s advice for younger listeners to stay relevant   9:47 - How Justin balances being true to himself and listening to audience feedback  11:51 - Justin shares details about his pivot toward travel content   13:36 - The benefits of working in multiple niches   15:38 - The value of collaborations with creators   16:56 - What’s changed in content creation since Justin first launched his Creator Cashflow course   19:14 - Pivoting between short and long-form content  19:51 - Becoming an influencer without a plan   21:36 - Content that inspires Justin   22:42 - Where Justin would start if he were to begin his creator journey from scratch  24:50 - Why content creation is sometimes about going with the flow  26:46 - Best practices for those working with brand partnerships  29:22 - Can brands compete with influencers?  32:48 - Why Justin moved away from podcasting  33:58 - Justin’s platforms of choice  36:59 - Balancing evergreen content with timely content  37:58 - Recent content projects Justin has worked on  39:59 - Justin’s top tip for those looking to become a social pro  Resources Grab your free Social Media Audit Bundle  Follow Justin on Instagram  Follow Justin on YouTube   Connect with Justin on LinkedIn  Visit SocialPros.com for more insights from your favorite social media marketers. 

If you're in the market for career advice, this is the episode of Social Pros you need. We speak to Eric Stark, Co-Founder and President at Slate who provides some excellent reminders on how to be a decent human being, a great colleague and ultimately progress in your career.   Full Episode Details  This week’s guest is Eric Stark, Co-Founder and President at Slate, and previously with the NFL in several different capacities. He joins this episode to tell us about his transition from working in social for a massive organization like the NFL to launching and running his own successful start-up.   He opens up about his own career progression and how he believes social pros, wherever they are in their career, can set themselves up for success. Eric has a deep understanding of what it’s like to manage the expectations of multiple teams when it comes to social and provides his thoughts on how to get your wins acknowledged and appreciated by your organization. Plus, why it’s important not to be too precious about what goes out on the channels you manage.    Eric also chats about how some of the best people he knows in social don’t maintain a personal brand and why that is often a good thing…     In This Episode:  1:35 - Eric explains what Slate is and what it does 4:46 - Why they expanded beyond sports and some new power users 9:23 - How social media is the centrepiece of the marketing team 10:31 - The best ways to grow and be promoted when you’re in social 12:20 - What Eric would tell his younger self 14:20 - Eric’s advice for social media managers who feel undervalued by their organization 16:23 - Why you shouldn’t wait to share your exciting wins with the organization as a whole 21:36 - Thoughts on whether having a personal brand is vital for those in social 23:56 - The benefits of having a strong personal brand 28:14 - What it’s like running a company like Slate now  Resources  Grab your free Social Media Audit Bundle  Connect with Eric on LinkedIn  Visit SocialPros.com for more insights from your favorite social media marketers. 

If you want to showcase the experience of being a student, who better to ask than the students themselves? We shine the spotlight on Boston University’s student creator program with Director of Social Media, Dave McDonald. Much like with user-generated content, student creators bring authenticity, creativity, and expert knowledge to their audience.  Full Episode Details   Dave McDonald, Boston University’s Director of Social Media, joins Social Pros to talk about his Terrier Creator Program - a program for student social media creators to produce content about student life.   The program has been a huge success since its launch. BU’s social media content is fresh, engaging, and highly targeted to its audience because student creators have in-depth knowledge of what the target audience wants to see and engage with.   Dave explains how the program operates, his approach to coaching students, and why he prefers to let the students flex their creativity rather than restrict them with formal creative briefs. Dave also speaks about the importance of following trends, optimizing content for platforms, reporting on metrics, and ensuring creators always have the chance to bring new ideas to the table.  In This Episode:  1:22 - Dave explains his day-to-day responsibilities and the programs he runs 2:31 - How Boston University builds its international social presence 4:25 - Why reporting is so critical for Boston University’s social push 5:30 - What the Terrier Creator Program involves 8:42 - How the program optimizes content creation for each platform 10:07 - Why the program is open to new ideas from student creators 13:04 - How student creators highlight the student experience on social 14:09 - How Dave coaches student creators and other university departments 16:26 - The art of the pivot – how Dave coaches people through campaign pivots 17:45 - The importance of testing new ideas and jumping on trends 19:01 - How Dave balances the creator program with scheduled social content 20:30 - Why student creators don’t get strict creative briefs 23:03 - Dave’s advice on working with student content 24:27 - Dave shares some standout content stories 25:57 - What’s next for Dave’s team 28:59 - Dave’s top tip for becoming a social pro Resources  Grab your free Social Media Audit Bundle  Learn more about the Terrier Creator Program at Boston University  Connect with Dave on LinkedIn  Visit SocialPros.com for more insights from your favorite social media marketers. 

Animal pics brighten our day here at Convince & Convert. We’re sure you can relate! But we’ve found out that there’s so much more to San Diego Zoo Wildlife Alliance’s social than animal pics. We’re thrilled to welcome their Senior Social Media Manager, Taylor Moore, onto Social Pros to tell us more.   Full Episode Details   Everyone loves animal content on social feeds, right? But what goes into the marketing behind animal content for San Diego Zoo, and how do they tap into humanity’s love for animals and garner meaningful results in the process?  On this episode of Social Pros, Taylor explores why wildlife conservation sits at the very heart of their content strategy and tells us the importance of storytelling on social.  Plus, she shares the story of how she posted a certain viral ‘dik-dik pic’ and why great content can be cheeky as long as it’s relevant to your cause.  In This Episode:  2:14 - Taylor explains what the San Diego Zoo is and stands for 2:40 - The difference between San Diego Zoo and the Safari Park   5:46 - How they drive awareness through social   8:31 - How Taylor and her team stay inspired  11:18 - The story behind that dik-dik post 14:14 - Social pros love-hate relationship with content creation  15:49 - Their reptiles vs mammals performance metrics 20:16 - How they use Twitch and why it works 26:46 - How Taylor’s career has evolved and what’s next for her 33:19 - How you can connect with Taylor Resources  Grab your free Social Media Audit Bundle  Connect with Taylor on LinkedIn  Follow Taylor on Instagram  That viral dik-dik pic…  Visit SocialPros.com for more insights from your favorite social media marketers. 

If you feel like your social strategy has plateaued, Michael Corcoran, Ex-Head of Social at Ryanair and Managing Partner of Frankly, has some bold suggestions for how you can refresh your approach on this episode of Social Pros.  Full Episode Details   Do you ever feel like you’re posting the same type of content over and over, but not getting the reach or ROI you once were? It can be easy to get stuck in a rut when you’re making risk-free decisions. This is why Michael Corcoran believes it’s time to be bold and question your choices.  In this episode of Social Pros, Michael tells us how brands can pull themselves out of the “sea of sameness” by re-evaluating their priorities on social. He shares how he helped transform Ryanair’s content marketing strategy as their Head of Social and gives us three foundations for a successful strategy.  Michael believes social media is “the biggest pyramid scheme since Tupperware” and in this episode, he tells us why!   In This Episode:  2:07 - Michael’s time at Ryanair  6:10 - What impacted Michael’s marketing at Ryanair  12:18 - Why social platforms should provide entertainment  15:24 - The benefits of lo-fi and creator content   16:45 - Why social media has become a pyramid scheme  26:51 - Michael’s advice for how to break onto social  35:54 - Why social pros need to challenge themselves and their peers  36:14 - Why social shouldn’t be about quick wins  37:04 - Social will continue to evolve  49:03 - Michael’s last two questions  Resources  Grab your free Social Media Audit Bundle  Connect with Michael on LinkedIn  Follow Michael on X  Follow Michael on Instagram  Visit SocialPros.com for more insights from your favorite social media marketers.