Podcasts about social pros

How can marketers harness AI to improve their strategy while also staying irreplaceably human? Andy Crestodina, co-founder and CMO of Orbit Media Studios, joins the show to explore the real-world applications (and limitations) of AI in content marketing. From using AI for gap analysis and persona development to identifying the skills machines can't replicate, Andy shares actionable advice for marketers at every level of AI maturity. Full Episode Details  Andy joins hosts Zontee Hou and Jason Keath on this episode of Social Pros to chat about how marketers can level up their skills and stay competitive in the fast-evolving world of AI. He shares tactical insights on prompt libraries, custom GPTs, and why automation is the next frontier for marketers looking to work smarter and faster. Andy also explains why peer-to-peer conversations and informal mastermind groups are critical for learning in this space, and are often more impactful than staying glued to industry news. Andy also dives into creativity in the AI era and reflects on how to use AI not for perfection, but as a springboard for bolder, more human ideas. Perhaps most importantly, Andy challenges marketers to take ownership of their growth, warning against waiting for organizational change and encouraging listeners to build their own intellectual property through tools like custom GPTs. You won't want to miss this all-new episode that's a must-listen for anyone navigating the evolving intersection of technology, creativity, and career security.   In This Episode: 1:47 -  AI maturity for marketers and why it's important 5:32 -  Knowing the AI proficiency of your team members 8:33 - Using AI to understand our audience better 12:50 -  Andy's examples of gap analysis for content creation 15:15 -  What AI isn't good at, and why it's important to know the limitations 20:10 - How to improve your SEO by creating content that AI can't 24:43 - How to build and leverage your prompt libraries to get ahead 28:21 - Which FAQs Andy receives are worth asking, and which aren't 32:33 - How effective AI is as a creative partner 36:28 - Andy's advice for aspiring social pros Resources: Connect with Andy on LinkedIn Visit the Orbit Media website Subscribe to Orbit Media on YouTube Check out Andy's book Content Chemistry on Amazon   Visit SocialPros.com for more insights from your favorite social media marketers.

How do B2B marketers build genuine trust across the customer journey? Joel Harrison, Founder of B2B Marketing, shares how leading brands are using thought leadership, influencer partnerships, and creative audio to stand out. From award-winning campaigns to vibrant professional communities like Propolis, Joel offers insights that challenge traditional B2B norms. Tune in for a conversation that redefines what it means to connect in the B2B space! Full Episode Details  Joel joins hosts Zontee Hou and Jason Keath on this episode of Social Pros to explore how B2B marketers can embrace creativity, take smart risks, and reclaim the power of brand. He explains why the industry is shifting toward long-term brand building and trust as key drivers of growth. Joel also shares why bravery is now one of the most valuable qualities for B2B marketers, and how storytelling and strategic thinking are making a strong comeback. Joel, Zontee and Jason also dive into the growing role of influencers in B2B, the power and resonance of audio content to build emotional connections, and how the best campaigns often come from clear-minded boldness. Joel also reveals how the most effective marketers today are balancing performance with purpose—and even weighs in on which B2C tactics don't translate to B2B. In This Episode: 1:48 -  The anti-corporate creativity trend 2:26 -  Favorite examples of  creative anti-corporate campaigns  3:51 - Is there a clear line of going too far with this kind of work? 6:25 - How brands can do better at standing out creatively 8:09 -  How  organizations can wade into this influencer space by building trust and to coming off authentically 10:08 -  How to successfully cultivate thought leadership internally  13:27 -  Thought leadership as part of full funnel marketing 15:33 -  Why engagement and conversion respond so well to creative content 16:07 - Tactics to get creative campaigns approved by CFOs, CMOs 18:20 - Upcoming trends in the awards submissions space 19:37 - What B2B can learn from B2C 21:30 - Challenges with trust that B2B organizations face 23:20 - The successful use of creative audio in the B2B space 27:36 - Joel's advice for aspiring social pros Resources: Connect with Joel on LinkedIn Visit the B2B Marketing website   Visit SocialPros.com for more insights from your favorite social media marketers.

Why is speed a crucial competitive advantage in business? Jay Baer, a seventh-generation entrepreneur, has carved out a niche as a leading figure in the tequila industry, becoming the second most popular tequila influencer and educator globally. With a wealth of experience consulting for over 700 brands like Nike and IBM, Baer leverages his marketing prowess and understanding of customer experience to shine a spotlight on the intricacies of the tequila market. He observes the dynamic landscape of the tequila industry characterized by intense competition among 2,000 brands, emphasizing the need for differentiation and effective marketing strategies in a market with only 500 true competitors. Baer highlights the unique production elements of tequila, such as its geographical limitations in Mexico and the critical role that factors like agave growth play in product quality, making it a fascinating realm for business innovation and strategic differentiation. Key Takeaways Speed is a significant competitive advantage in business and customer experience by allowing companies to deliver value more efficiently. Eliminating internal handoffs and processes that slow down operations can give a competitive edge. AI is impacting customer expectations, and businesses need to adapt to meet changing demands. Businesses need to focus on strategic growth and innovation to stay ahead of competitors and meet customer needs. Value-added time in business operations must be maximized by minimizing non-value-added activities for increased efficiency and profitability. Tequila industry faces challenges in marketing and differentiation due to the competitive nature of the market with numerous key players and brands.   More from Jay Baer Jay Baer is a business growth expert, bestselling author, and globally recognized keynote speaker with a career that spans politics, digital strategy, and brand advisory. He began as a direct mail specialist for a U.S. Senator, later serving as a government spokesperson and marketing professional before diving into the early days of the Internet—back when domain names were still free. Capitalizing on that digital frontier, Jay founded and sold multiple marketing and customer experience companies, including the acclaimed advisory firm Convince & Convert. His first book tour in the early 2000s launched a highly successful career as a speaker and event host, known for delivering deeply customized presentations packed with actionable insights. Clients and audiences value his practical frameworks and constantly evolving content designed to drive real business results. In addition to authoring several influential books, Jay founded the widely read Convince & Convert blog and co-created the award-winning Social Pros podcast, which he co-hosted for over 500 episodes. His latest venture, The Spirit Guides podcast, dives into the origin stories of the world's leading spirits influencers. A passionate tequila aficionado, Jay has turned his interest into a fast-growing education and review platform in the spirits world. He remains an active investor and advisor to dozens of small businesses while continuing to counsel major brands. Based in Bloomington, Indiana, Jay lives with his wife and travels worldwide to share his expertise from a launchpad in nearby Indianapolis.   Website: https://www.jaybaer.com/ LinkedIn: https://www.linkedin.com/in/jaybaer/   If you are an experienced CEO looking to grow your company, visit https://www.TheCEOProject.com   You can also reach Jim by email: Jim@TheCEOProject.com   LinkedIn: @theceoproject Instagram: @the_ceoproject Twitter/X: @the_CEO_Project Facebook:  @IncCEOproject

How do you combine the power of creator marketing with performance-driven results? Joseph Perello, CEO of Props, shares how his platform helps brands create content that's not only authentic but also measurable and effective. From emphasizing credibility to redefining how success is tracked in the creator economy, Joe -- who's also worked with such high-level clients as David Bowie, AAA, and the New York Yankees -- offers insights into making influencer partnerships truly impactful. Full Episode Details  Joseph joins host Hannah Tooker on this episode of Social Pros to explore how the creator economy is redefining influencer marketing and what brands need to do to adapt. Joe breaks down the key differences between creators and traditional influencers, highlighting the pitfalls of the outdated “follower fallacy” and the importance of pairing creator content with paid media to drive measurable results. He also shares how Props is helping brands and creators build trust at scale using AI-powered tools that ensure creator authenticity, compliance, and brand safety. Joe also reflects on the evolution of viral marketing, the reality of sustaining attention online, and why consistent, data-driven content is more valuable than chasing fleeting hits. Plus, he offers practical advice for aspiring social pros on blending analytical insight with creative instinct to craft effective campaigns. And in a memorable moment, Joe shares his dream video call pick and the heartfelt story behind it. All that and more on an all-new episode of Social Pros! In This Episode: 1:41 -  Joe's career so far and how Props works 6:33 -  How Props uses storytelling as its marketing foundation  12:00 - Thinking about creators differently than influencers and how Props measures success 14:17 - Client success stories, from AAA to College Ave 18:04 -  The biggest pitfalls in influencer marketing  20:58 -  Where Joes sees creator-driven marketing heading next 25:43 - Joe's advice for aspiring social pros Resources: Connect with Joseph on LinkedIn Visit the Props website   Visit SocialPros.com for more insights from your favorite social media marketers.

Episode Description How can marketers stay creative while steering clear of legal landmines? Ruth Carter (they/them), attorney, writer, and speaker at Geek Law Firm, joins Social Pros to unravel the legal implications of today's hottest marketing trends—from AI-generated content to brand collaborations. In this episode, Ruth shares practical guidance on navigating intellectual property, distinguishing between copyright and trademark, and staying compliant without sacrificing innovation. Whether you're experimenting with UGC or working with creators, this conversation is packed with essential legal insights for every marketer. Full Episode Details  Ruth joins hosts Zontee Hou and Sunny Hunt on this episode of Social Pros to unpack the complex legal landscape marketers must navigate in today's ever-evolving industry. Ruth dives into how marketers and content creators should think about intellectual property, contracts, and copyright issues, especially when AI tools are involved in generating content. They explain why contracts should explicitly address AI use, the importance of transparency in data handling, and how marketers can avoid common legal pitfalls when working with third parties. Ruth also emphasizes the need for proactive data governance, especially in regulated industries, and encourages brands to build collaborative relationships with legal teams from the start — not just as a final approval step. Throughout the episode, they offer clear, actionable advice with their signature wit (jokingly referring to themself as a “professional killjoy”) and deliver one of the most practical tips yet for anyone in a service-based business. In This Episode: 2:29 -  What marketers need to know about protecting IP, and the differences between trademarks and copyright  5:50 - The specific criteria needed in order to trademark 8:34 -  Leveraging the IP of others for your own purposes without getting into legal trouble  12:05 - What marketers should have in place in preperation for others to license their content 13:24 - Common mistakes and how people get themselves into trouble with legal 15:02 -  Best steps to take when seeing your IP has been stolen and used illegally 18:32 - How AI-generated content relates to copyright 21:04 - Setting expectations and guidelines surrounding AI in third party-created content 22:34 - What Ruth suggests clients have in their contracts regarding AI 24:25 - How to manage confidentiality surrounding AI 26:48 - Being upfront with your audience about data collection 29:49 -  Managing expectations and guardrails of compliance and legal 33:02 - How and why marketers often hit a wall with their legal teams 35:38 - Ruth's advice for aspiring social pros Resources: Connect with Ruth on LinkedIn Visit the Geek Law Firm website Follow Ruth on Instagram   Visit SocialPros.com for more insights from your favorite social media marketers.

Is email marketing a thing of the past, or should it still be a key part of your marketing strategy? To coincide with the launch of C&C's new newsletter, The Trendline, on this episode we welcome Robbie Fitzwater, founder of digital agency MKTG Rhythm. Robbie shares his deep insights into how email and one-to-one communication remain the backbone of any successful digital marketing strategy. Robbie also talks about how to "out-human" big competition by blending creativity with technology, and highlights the value of segmentation and personalizing messaging for different customer segments, and also discusses why his team doesn't hire anyone without AI experience in today's world. Full Episode Details  Robbie joins hosts Zontee Hou and Jason Keath on this episode of Social Pros to dive into the ever-evolving world of email marketing, segmentation, and content creation. He shares how brands can use AI and personalization to deliver highly relevant and engaging experiences for different customer segments, while balancing automation with a human touch. Robbie discusses how MKTG Rhythm leverages AI for content creation, from crafting tailored email sequences to generating creative designs for campaigns. He also explains the importance of understanding customer behavior across multiple channels, maximizing content reach, and driving conversions with data-driven strategies. Robbie highlights that while they can't outscale the giants in their space, they can out-human them, bringing a unique, personal touch to their marketing efforts. All that and more on this new episode of Social Pros! In This Episode: 2:01 - The value of email newsletters and how they're evolving 4:41 - How frequent email newsletters should go out 7:19 -  Creating newsletters with thought leaders and unique voices vs. a larger brand, and how to choose which one is right 12:45 - How Robbie guides his clients on the importance of email in their overall marketing plan 15:55 -  Robbie's advice on collecting and leveraging customer data through email 19:52 - The importance of SMS and combining it with email 21:45 - Specifics on how to get that additional data and building the consumer profile 24:48 - Great conversion rates on quick-question emails 29:05 -  Robbie's advice for catering to each consumer effectively through storytelling, automation and segmentation 35:45 - What MKTG Rhythm is using AI for, and the importance of their team members having AI experience 41:52 - Robbie's advice for aspiring social pros Resources: Visit the MKTG Rhythm website Follow Robbie on LinkedIn   Visit SocialPros.com for more insights from your favorite social media marketers.

How can universities harness the power of social media to elevate their institution, engage students, and build lasting communities on and off campus? Geisha Garcia, Executive Director of Social Media at the University of Miami, knows the impact of strategic content, influencer partnerships, and community-driven storytelling. In this episode, we dive into how Geisha's team creates authentic, high-performing content, fosters collaboration with students, and integrates social media into broader institutional initiatives. From student creator programs to major brand activations, Geisha shares how social teams can claim their seat at the table and drive meaningful engagement. Full Episode Details  Geisha Garcia joins host Jason Keath on this episode of Social Pros to share how the University of Miami is redefining higher ed social media through authenticity, collaboration, and strategic content creation. She dives into the impact of student creator programs, how her team balances institutional messaging with relatable social-first content, and why engagement is just as important as content itself. With brand activations playing a bigger role on campus, Geisha explains how social teams can proactively integrate into broader marketing initiatives—rather than reacting after the fact. She also breaks down the power of influencer partnerships, why micro-influencers often outperform big names, and how community management on TikTok is a game-changer. Geisha also shares how her team stays ahead by fostering collaboration, testing formats like carousels, and pushing for social's seat at the table—ensuring it remains a strategic force within the institution. Stay tuned after Geisha's interview for a conversation with Jason, Zontee and Sunny about Convince & Convert's new newsletter, The Trend Line. In This Episode: 1:55 - UMiami's social partnerships with other universities 7:15 - Successes and lessons learned from UMiami's TikTok account 8:31 - UMiami's new student creator program and how it operates 15:24 - How Geisha and her team found the current students in the creator program 17:54 - How the student creators benefit from the program 20:30 - The social strategy for UMiami's centennial celebration, and how it's been executed 24:40 - Community management on TikTok 26:05 - Choosing the right partnerships that will resonate with your audience 26:56 - How to correctly collaborate with brands on university socials 29:57 - Geisha's advice for aspiring social pros 32:30 - Zontee, Jason and Sunny discuss C&C's new newsletter, The Trend Line   Resources: Follow University of Miami on TikTok Follow University of Miami on Instagram Follow Geisha on LinkedIn Follow Geisha on Instagram Visit the University of Miami website

How does the weather influence your daily decisions, from your morning routine to your mood? Randi Stipes, CMO of The Weather Company, understands the profound impact of weather on consumer behavior—and how to harness it for deeper connection and trust with their customers. In this episode, we explore how The Weather Company collects and leverages consumer insights to enhance user experience, inform marketing strategies, and shape content creation. From data-driven storytelling to innovative brand collaborations, Randi shares how her team turns weather-driven moments into meaningful connections. Full Episode Details  Randi joins host Zontee Hou on this episode of Social Pros to discuss how The Weather Channel is using weather data to drive trust with their audience and customers. She explains how weather is the "ultimate contextual accelerant", influencing consumer behavior in unexpected ways (like how a temperature drop in the Ohio Valley can actually boost ice cream sales!) Randi also shares insights on why B2B businesses need a weather strategy, how The Weather Company is working with content creators to showcase real-life weather impacts, and the brand's partnership with the United Nations on the WeatherKids campaign, a global initiative to inspire climate action through future forecasts. She also highlights the growing role of social in driving brand authenticity and why every marketer should nurture a strong relationship with their CFO to align strategies and impact -- and gives one of the best answers yet to our "If you could have a video call with any living person, who would it be?" question with a heartwarming story you won't want to miss! In This Episode: 2:16 - The Weather Company's new brand platform, and the process of rolling it out to achieve their business goals 5:15 - How the brand works with content creators, and how they fit into The Weather Company's ecosystem 7:52 - The different audiences the brand is targeting with their content creator approach 10:38 - How The Weather Channel has changed over the course of its history,  and how Randi is preparing her team for the coming evolution of the digital landscape  13:48 -  How the brand is thinking about that personalization to give their audience a better expereince 15:52 - Important points for all marketers to keep in mind when building towards registration and ensuring customers see the brand as an ongoing partner in their lives  19:37 - Things that will be really valuable for The Weather Company and all marketers to think about when collecting information about how customers behave so that a better story can be told to them  23:14 - How to think about insights that serve  B2B partners, and  why every B2B business needs a weather strategy  28:4 - WeatherKids, a joint program with the United Nations Development Program and the World Meteorological Organization.  31:38 - Who Randi would most want a video call with, and the wonderful story explaining why 36:02 - Randi's advice for aspiring social pros Resources  Download The Weather Channel app Follow The Weather Channel on TikTok Follow The Weather Channel on Instagram Visit The Weather Company website Visit The Weather Channel website Visit SocialPros.com for more insights from your favorite social media marketers.

How can brands create safer, more engaging digital spaces while maximizing the impact of their social media efforts? Matthew McGrory, CEO of Arwen AI, shares how AI-driven moderation helps brands protect their communities, reduce toxicity, and improve ad performance. In this episode, we explore how companies like Hinge and Formula One teams work with Arwen to safeguard conversations, enhance customer acquisition, and ensure a brand-safe environment. From tackling online abuse to optimizing real-time engagement, Matthew reveals why a cleaner, more positive digital space leads to stronger connections and better business outcomes. Full Episode Details  Matthew joins this episode of Social Pros to reveal how Arwen is transforming online brand safety and engagement through AI-powered moderation. He dives into how brands work with Arwen to track sponsorship sentiment, tackle online toxicity, and create safer, more welcoming digital spaces. With social media ads reaching new audiences—sometimes unpredictably—Matthew unpacks how AI-driven moderation helps brands reduce harmful interactions and enhance positive ones. He also shares insights on why a clean, positive online environment leads to better ad performance, stronger audience trust, and increased conversions. Social pros know that engagement is everything, as long as a brand's digital space feels safe and inviting. Matthew explains how Arwen helps companies automate moderation, ensure brand safety, and turn social media into a place where communities can thrive. In This Episode: 2:20 - How Arwen works for those in the social sphere 3:04 - What inspired Matthew and his team to create Arwen 5:58 - How social listening has evolved, and how AI is changing it today 9:22 - How these tools help businesses to find more intent-driven comments and sales opportunities 13:36 - How to stay authentic and respond naturally with the use of AI without losing audience trust  18:24 - Some of the recent projects Matthew and Arwen have been working on 22:03 - Arwen's work with the Hinge dating app  27:11 - Matthew's recommendations for tools for identifying real-time social response opportunities 32:14 - Matthew's advice for aspiring social pros Resources  Visit Arwen's Website Follow Arwen on LinkedIn Connect with Matthew on LinkedIn Follow Arwen on Instagram Visit SocialPros.com for more insights from your favorite social media marketers.

How do you turn brand interactions on social platforms into moments that feel personal, meaningful, and community-driven? Jamie Ray, founder and CEO of Buttermilk, knows the secret lies in nurturing the bond between brands and their biggest fans. In this episode, we dive into how Buttermilk prioritize community-first engagement, helping brands create authentic relationships that go beyond transactions. From amplifying brand love to fostering deep connections, Buttermilk's approach proves that when brands invest in their fans, the impact is both powerful and lasting. Full Episode Details  Jamie joins this episode of Social Pros to share how Buttermilk is redefining influencer marketing by putting communities first. He dives into why building strong, lasting connections between brands and their most loyal fans is so important—and how Buttermilk helps brands nurture those relationships in meaningful ways. With TikTok facing a possible U.S. ban, Jamie unpacks what this means for creators and brands, offering insights on how to pivot, protect communities, and stay ahead of platform changes. He also explores the rise of AI influencers, why human connection will always reign supreme, and whether influencers could soon take on the role of creative directors for brands. Social moves fast, and brands that truly understand their audiences win. Jamie explains how Buttermilk helps brands move beyond transactional influencer marketing to create authentic, long-term engagement that keeps communities thriving. In This Episode: 2:02 - Large shifts in the influencer space over the last decade, from just a few big influencers to thousands of micro influencers  5:39 - Buttermilk being community first and finding tastemakers in communities 8:05 - How Buttermilk nurtures and grows the relationship between brands and their fans 10:25 - How Jamie advises his clients to get customer insights from their biggest fans 12:33 - The beginning of Jamies' career and the origins of Buttermilk  16:38 - Not getting hyper-fixated on trends in 2025 19:42 - Thoughts and advice on the future of TikTok 22:22 - The flaws of AI influencers in social, and the Gen Z hunger for more real life experiences  24:40 - The democratization of creativity in marketing teams and brands 29:56 - Jamie's advice for aspiring social pros Resources  Visit Buttermilk's Website Follow Buttermilk on LinkedIn Follow Buttermilk on Instagram Follow Buttermilk on TikTok   Visit SocialPros.com for more insights from your favorite social media marketers.

What are the secrets for managing socials of vastly different properties across the Casino & Hospitality space? Tristan Diehl, Enterprise Director of Social Media at San Manuel Band of Mission Indians (SMBMI), speaks with Zontee and Hannah to reveal how her team manages the social accounts for all SMBMI properties (and the various elements within each one) while also ensuring they're fulfilling both customer and client needs.  Full Episode Details  Tristan joins this episode of Social Pros to share how she and her team create social content to inspire followers to come out to SMBMI properties, including Yaamava Resort & Casino in SoCal and Palms Resort & Casino in Las Vegas, where guests will have exciting, in-person experiences and create lasting memories.  Tristan discusses using social to change the public's perspective when the property goes through major changes and upgrades. In the case of Yaamava, they've used storytelling and montages to showcase new amenities and entertainment so guests can get a feel for the space before stepping in the resort. With Palms, she and her team were tasked with reviving dormant social media accounts after the property was re-opened under new ownership after several years -- a challenge for even the most experienced social pros. And now, it's been key to SMBMI to bridge the gap between the properties, while also highlighting the unique qualties of each. Tristan talks about balancing these company needs with the needs of their audience, and finding the perfect trends that will satisfy both.    In This Episode: 3:07 - Tristan shares how she manages social for San Manuel, Yaamava, and Palms, and how the strategy for each property is unique 6:53 - Leveraging FOMO to spark guest excitement for experiences only SMBMI properties can give 9:04 - How Tristan plans content for each of the properties, and how she does her reporting to cater to what followers respond to 11:02 - Balancing the wants of your audience with the wants of your shareholders 15:09 - Betting on an unsure piece of content, and course correcting when something you were hoping was going to hit turns out to misfire 17:32 - Building and upskilling a well-rounded team to expand capabilities 21:13 - Trend work for 2025 25:19 - How to revive long-dormant social accounts 30:22 - Tristan's advice for aspiring social pros Resources  Connect with Tristan on LinkedIn Follow San Manuel (SMBMI) on Instagram Follow Yaamava on Instagram Follow Yaamava on TikTok Follow Palms on Instagram Visit SocialPros.com for more insights from your favorite social media marketers.

How do you take a global hospitality brand and make it feel personal, heartfelt, and human? Dannii Ceniceros, Senior Analyst, Global Social Engagement at Hilton, reveals how his team turn trending moments into magical ones. From helping a kitten named Wisp recover safely to gifting a TikTok storyteller their dream trip to London and Paris, Hilton's social media strategy is all about social listening, staying nimble, and creating authentic emotional connections. Full Episode Details  Dannii joins this episode of Social Pros to share how Hilton's social media team stays nimble, leaning into trends and turning them into meaningful moments. He talks about the power of listening to what's happening online and spotting opportunities to make genuine connections with their audience. Hilton's approach is all about little actions that create lasting impressions. These efforts don't just delight current guests, they also catch the eye of future customers, putting Hilton top of mind when it matters most. We all know social is fast and timing can be everything. Dannii explains how Hilton's team combines teamwork, social listening, and a clear game plan to act quickly when the moment is right. This approach is not about chasing every trend; it's about knowing when and how to show up in a way that aligns with your brand's values. Why? Because it creates memorable moments and magical experiences that feel personal and genuine.  In This Episode: 1:57 - Dannii's role at Hilton and his team's creative approach to online trends 3:58 - How Hilton helped Wisp the kitten and turned travel stress into a heartwarming moment 8:31 - ReesaTeesa's TikTok journey and Hilton's thoughtful response 12:04 - Why speed and nimbleness are key in social media 12:54 - Using social listening tools to identify opportunities 14:15 - The importance of a vetting process for social initiatives 15:52 - Leveraging data to overcome leadership resistance 16:42 - Leadership's focus on aligning initiatives with Hilton's values 17:46 - The story behind Hilton's viral TikTok trend 20:25 - How defined processes drive Hilton's success on social 22:44 - The Wicked-inspired rooms and their overwhelming success 27:18 - Dannii's advice for aspiring social pros Resources  Connect with Dannii on LinkedIn Follow Hilton on Instagram Follow Hilton on Threads Follow Hilton on TikTok Follow Hilton on X Subscribe to Hilton on YouTube Visit SocialPros.com for more insights from your favorite social media marketers.

What does it take to refresh a global brand like Lululemon? Ravi Hampole, SVP of Global Brand Creative, returns to Social Pros to reveal how the team has been working on a brand new identity for 2025 that connects products, people, and stories in a way that feels uniquely human. From their three core pillars to balancing authenticity and inclusivity, Ravi shares what it means to build a brand that truly moves. Full Episode Details  Lululemon's new brand identity is more than just a refresh. It's a statement about who they are and the stories they want to tell. At its core is the belief that movement goes beyond physical performance; it's also about emotional and mental well-being. Whether it's the energy of a run, the serenity of yoga, or simply feeling present, Lululemon's approach focuses on connecting with people on a human level. During his conversation on Social Pros, Ravi shares how the brand uses storytelling to bring this philosophy to life. At the heart of this evolution are three guiding principles: Honest, Playful, and Vibrant. These pillars shape everything from campaign visuals to social media content, ensuring that the brand resonates with audiences on a personal level. Whether it's through light-hearted social media challenges or bold, energetic visuals, every piece of content is designed to inspire joy, movement, and a sense of belonging. Ravi also highlights the importance of authenticity and inclusivity in shaping Lululemon's global presence. By working with ambassadors who bring their own unique practices and perspectives, the brand ensures their message feels genuine while reflecting the diverse communities they serve. As Lululemon continues to expand, balancing cultural sensitivities and staying true to their values remains a key focus. In This Episode: 1:42 - Ravi shares what excites him most about Lululemon's new brand identity and its focus on how products and movement make people feel 4:00 - How storytelling bridges the gap between product design and brand identity, with a focus on community connection and authenticity in campaigns 5:30 - The three pillars of Lululemon's new brand identity: Honest, Playful, and Vibrant 9:31 - Ravi explains the balance between authenticity and brand alignment when working with ambassadors 15:18 - The evolution of Lululemon's approach to inclusivity and representation, from showcasing diverse stories to navigating the challenges of global branding 22:42 - How Lululemon evaluates creative ideas to ensure they align with brand values and cultural sensitivities 27:27 - Why training and experience have made Lululemon's team more confident in tackling sensitive topics and balancing inclusivity in campaigns 29:15 - Ravi's advice for aspiring social pros Resources  Visit Ravi's Website Follow Lululemon on Instagram Follow Lululemon on TikTok Visit SocialPros.com for more insights from your favorite social media marketers.

Building a successful influencer program isn't just about campaigns. It's about connections. On this episode of Social Pros, Kara Salazar, Senior Influencer Marketing Specialist at Southwest Airlines, takes us behind the scenes of their thriving influencer program. From truly understanding each influencer's unique style to bringing them together for face-to-face events like Creator Day, Kara reveals the secrets to creating campaigns that feel genuine, build trust, and deliver results. Full Episode Details  For Kara Salazar, success in influencer marketing starts with building genuine connections. Since joining Southwest Airlines in 2022, she has focused on creating a program that prioritizes trust and authenticity. Kara doesn't just work with influencers—she makes an effort to know their names, handles, and what makes them unique. This personal touch has turned their influencers into loyal brand advocates who go above and beyond for Southwest. It's not just about connections; it's about communication. Kara explains that every influencer is different, works differently, and has unique needs. She creates space for honest, two-way conversations, often through feedback sessions designed to refine how they collaborate. These sessions allow influencers to share what works best for them—whether it's receiving a detailed brief or a more visual guide—and ensure that every campaign feels tailored to their strengths. By listening, adapting, and making these adjustments, Kara builds trust and creates partnerships that don't just work—they thrive. Kara's vision for Creator Day has also been transformative. This annual event brings influencers and the Southwest team together in person to strengthen bonds and gives influencers a deeper understanding of the brand. These face-to-face moments have turned Southwest's influencer program into a true community, delivering campaigns that feel authentic and meaningful. In This Episode: 1:29 - Kara's role at Southwest Airlines and the origins of their influencer program 3:35 - Rebuilding the influencer program after COVID and proving its value to leadership 5:07 - How Kara measures the success of influencer campaigns 6:21 - Finding influencers who align with Southwest's brand and reflect their diverse audience 8:22 - Building genuine relationships with influencers by getting to know them personally 10:23 - The importance of feedback sessions and tailoring briefs to individual influencer styles 12:12 - Southwest's Big Flex campaign and integrating influencers into large-scale marketing efforts 13:32 - Bridging the gap between marketing teams to scale influencer campaigns 16:08 - Kara's advice for navigating different goals between internal teams and influencers 17:47 - Experimenting with short-term affiliate campaigns to track direct revenue from influencers 20:44 - The story behind Creator Day and how it strengthens bonds with Southwest's influencers 21:41 - How Southwest uses influencers to test new platforms like TikTok before launching as a brand 25:03 - Kara's advice for aspiring social pros Resources  Connect with Kara on LinkedIn Follow Southwest Airlines on TikTok Follow Southwest Airlines on Instagram Visit SocialPros.com for more insights from your favorite social media marketers.

As it's Thanksgiving week, we're taking a moment to look back at one of our favorite episodes with Bennie F. Johnson, CEO of the American Marketing Association. In this conversation, Bennie breaks down how AMA supports both academics and practitioners, shares his perspective on AI's ethical and legal challenges, and even explains why LinkedIn is his platform of choice. Most memorably, he highlights why he believes marketing is equal parts art, science, and magic. Full Episode Details  The American Marketing Association is probably an organization you're familiar with, and in this episode, we welcomed none other than the CEO himself, Bennie F. Johnson, for a fantastic conversation. Bennie shares some background of AMA and how it supports those on the academic and practitioner side of marketing. We hear his thoughts on AI and the ethical and legal considerations that marketing pros need to know about – some of which differ by state and country. Bennie also explains why LinkedIn is the platform of choice for his personal brand and AMA. Bennie shares his advice for the future marketing leaders out there, and we chat about why marketing today doesn't just belong in the creative realm. There's also a science to it (with a dash of magic too). He outlines how marketing pros can communicate the value of marketing to a wider organization, the importance of taking risks, and his advice for the Social Pros community. In This Episode: 1:08 - How the American Marketing Association supports the marketing community 4:58 - Why marketers need communities more than ever 7:28 - How marketers can embrace AI 11:00 - What marketers need to know about different privacy regulations 13:13 - Balancing communication with community members 17:24 - How Bennie speaks to future marketers 20:38 - How marketers can communicate their value to a wider organization 24:46 - Why risk and curiosity are key to marketing 29:37 - Leading authentically in marketing 31:23 - 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.

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.

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.

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. 

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. 

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.

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.

Data-Driven Decisions is a new limited-series marketing podcast presented by Convince & Convert and shared with our Social Pros listeners. How can marketers tell when customers are ready to buy? Data collected in the right ways can uncover insights that marketers need to nurture buyers throughout the entire customer journey. In this episode of the Data-Driven Decisions podcast, David Fortino, the Chief Strategy Officer at NetLine, shares lots of valuable insights on the world of buyer intent data and how data can help us truly understand our customers.  What the Data Tells Us about Customer Decisions A common theme throughout this conversation is that collecting data alone is not enough. Using it to create actionable insights and democratizing it across teams are both crucial to making the best decisions possible for your strategy. David explains how marketers can better understand who is in the market, when they're ready to buy, and why it's important to move beyond generalized account-level data and look at individual buyers. By leveraging individual buyer intent data, companies can gain insights into individual pain points, research patterns, and content consumption across various platforms. David talks about the importance of breaking down data silos within organizations and democratizing access to customer data to empower teams across sales and marketing. He also shares advice for teams on building a culture of curiosity and data-driven decision-making to identify potential customers and improve customer lifetime value through better-targeted messaging. Tune in for more insights on customer intent data, the use of AI, data privacy, and more. In This Episode: 2:00 - How marketers can understand who's in market now with buyer intent data 5:31 - How marketers can address customer lifetime experience 9:45 - Customer expectations on personalization and customer history 12:20 - How democratizing data can help us be more proactive with customers 17:17 - How organizations can build and deliver on a culture of data 21:12 - The importance of understanding what your customer cares about 26:26 - How NetLine works with publishers 30:00 - Finding a balance between privacy and personalization 33:42 - Why marketers need to provide equitable value 34:58 - Insights from the 2024 State of B2B Content Consumption and Demand Report 38:10 - The benefits of using data to enhance the customer experience 42:07 - How AI can help marketers unearth unique insights    Quotes: “Data needs to be distributed and democratized across the full team, with real-time alerts and transparency and dashboards.” “Culture has to start with leadership. It can't be something that is just lip service. It has to be followed through. And that means you need to arm people with the tools that allow them to act beyond just a fundamental curiosity in the morning, and then they move on." “There are countless sites, offline events, and so on, all speaking to what you do either directly and or in an adjacent manner, educating your future buyers. So you need access to those data sets that allow you to understand where they are at, what they are thinking about, and what they are consuming.” Resources: Connect with David on LinkedIn: https://www.linkedin.com/in/davidfortino/ NetLine: https://www.netline.com/ Download the 2024 State of B2B Content Consumption and Demand Report: https://www.netline.com/netline002n/?d=glconsumption24&k=240401nlwccr/ 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 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.  

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 40:26 - How the outcome-drive alignment model helps you take action 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.

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.

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.

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.

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.

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.

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 Slade 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.   

Cut through the noise on LinkedIn with expert advice from Social Media Strategist and Brand Marketer, Jacqueline Joyner, as she joins this episode of Social Pros.  Full Episode Details   When it comes to creating and consuming B2B content, LinkedIn is the place to be. But with content saturation placing obstacles in your way, how can you create the content that gets your message heard?  Joining Social Pros to share her expert insights, predictions and expertise is Social Media Strategist and Brand Marketer, Jacqueline Joyner. She explains why there's no secret sauce for social and why she champions experimentation, gut feeling and demonstrating value.  Don't get her wrong though - there are some best practices she swears by! Jacqueline explains why leveraging data is essential to running a successful social media strategy.  In This Episode:  1:44 – Discussing Jacqueline's career  5:33 – Why evolution is vital for sustained success on social  6:20 – What to bear in mind when approaching social  8:30 – Can gut feeling and snap decisions create great content?  10:39 – Why you should let content live and breathe  11:00 – Balancing data with creativity  13:52 – Persistence or consistency?  15:29 – Where to start with LinkedIn content  18:13 – How Jacqueline built toward success  22:09 – Where should paid social fit into your strategy?  27:44 – The power of copy  33:13 – The final two  Resources  Grab your free Social Media Audit Bundle  Connect with Jacqueline on LinkedIn  Follow Jacqueline on Twitter/X  Visit SocialPros.com for more insights from your favorite social media marketers. 

Some brands are built for social media, and FIBA 3x3 is certainly one of them. Their Digital Content Manager, Esteban Gonzalez, shares how their community-led strategy transcends borders on the Social Pros podcast.  Full Episode Details   FIBA 3x3 is a sporting discipline that is just perfect for social. But how do they keep their community spirit alive with a global audience?  Esteban Gonzalez favors a rare tactic – opening the organization's DMs to the public. This allows him to take suggestions, leverage UGC and foster a “family atmosphere,” as he explains on this episode of Social Pros.  Esteban tells us how his team keeps community front of mind, whether it's creating regular content or being on-site at events. He shares how FIBA 3x3 adds spontaneity to their content and how they welcome new fans into their community.  Plus, he shares why, if you're passionate about content, you just need to create it and the opportunities will come.  In This Episode:  1:33 – Esteban introduces FIBA 3x3  4:20 – How Esteban handles FIBA 3x3's global audience  6:09 – Creating content on the ground  7:54 – Keeping track of a content strategy  11:51 – Honoring different cultures and languages  13:45 – Why 3x3 keep their DMs open  16:40 – Appealing to crossover fans  21:09 – How Esteban grew from intern to manager  25:11 – Encouraging athletes to grow their social presence  30:17 – The power of livestreams  34:21 – Esteban's final two  Resources  Grab your free Social Media Audit Bundle  Connect with Esteban on LinkedIn  Follow Esteban on Twitter/X  Visit SocialPros.com for more insights from your favorite social media marketers. 

If there's one message social pros should live by, it's to trust ourselves. Find out why as Jay Acunzo, Host of Unthinkable and Co-Founder of Creative Kitchen, returns to Social Pros.    Full Episode Details   When it comes to social, it's not always easy to trust your instincts. But the most authentic content that resonates with the most people comes when social pros believe in themselves. Jay Acunzo, Host of Unthinkable and Co-Founder of Creative Kitchen, tells us why as he kicks off 2024 with a bang.  We've all felt the weight of bosses' expectations, brand guidelines and our own insecurities, but it's time we flexed our creative muscles and felt empowered to share innovative ideas.  As Jay explains, audiences love marketing that feels human, and trusting your instincts allows you to share raw insights that no-one else can. He explains why trying new things, telling engaging and unique stories and making the content you really want to make is the key to success on social.   In This Episode:  2:01 – What Jay has done since his last appearance  4:43 – Why authenticity is a priority on social  9:55 – The first towards creating authentic stories  13:26 – The power of trying new things  18:05 – Can Jay's model apply to everyone?  19:17 – Why AI is your intern, not your rival  27:44 – Jay's take on perfection  29:22 – Aligning with your boss and keeping your creativity  40:32 – The final two   Resources  Grab your free Social Media Audit Bundle  Visit Jay's website  Listen to Jay's podcast  Read to Jay's newsletter  Connect with Jay on LinkedIn  Follow Jay on Twitter/X  Follow Jay on Instagram  Visit SocialPros.com for more insights from your favorite social media marketers. 

Social media is bursting full of all sorts of creator content. But what lessons can social media marketers take from influencers? We ask Eric Gray, founder of Maverick Content Studio, on Social Pros. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:  ICUC  Full Episode Details   When you believe in the power of engagement and connection, there are tremendous opportunities for success on social.  That's why Maverick Content Studio founder Eric Gray says it's time marketers learn valuable lessons from creators and start making simpler, more compelling content.  Creator-style content is not only easy to make, but unlike some content that brings in big numbers chased by CEOs, it fosters a deeper audience connection. Eric shares how entrepreneurs are creating simple yet effective videos, and tells us why social pros should fight their fears and showcase their personalities.   And here's some more good news… you can start today. Eric says action beats perfection. If you have a phone and a ring light, you're good to go!  In This Episode:  2:33 – What Eric has been doing since leaving Universal Parks & Resorts  4:12 – Eric's take on current events in social  8:16 – Why social first is a good marketing tactic  15:33 – Creating compelling content has never been easier  16:34 – Should you test ideas with influencers?  18:33 – The best practices brands should leverage from creators  22:02 – Why action beats perfection on social  26:12 – Eric's impact on social at Universal Parks & Resorts  29:50 – Discussing Radical Content  32:14 – Eric's Final Two  Resources  Schedule a consultation with ICUC  Grab your free Social Media Audit Bundle  Connect with Eric on LinkedIn  Follow Eric on Twitter/X  Visit the Maverick Content Studio website  Find out more about Radical Content  Eric's previous appearance:  How Universal Parks & Resorts Creates In-Park Social Moments (2022)  Visit SocialPros.com for more insights from your favorite social media marketers.