Social Pros Podcast

Canva has revolutionized design capabilities for brands of all sizes. But what goes into the social strategy that fuels their success?

We are delighted to be joined by Jacky Barker, Social Lead at Canva, on this episode of 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:

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Canva is everyone's best friend! It's a smart visual communications platform helping social pros with marketing, presentations, branding and so much more. Plus, it features a ton of useful features and templates for you to get started with ease.

As our guest likes to say, it's "the full shebang"!

But what are the secrets behind their rise and how does their social media strategy support their success?

On this episode, Jacky Barker, Canva's Social Lead, explains how community and culture are super important to help keep the brand in the spotlight.

She takes us through her day-to-day responsibilities, how she identifies target audiences and demographics, how her and her team leverage Pinterest and TikTok and so much more.

This is packed full of expert advice and top tips and tricks for any social pro!

In This Episode:

• 0:00 - Introduction

• 4:14 – Explaining Canva

• 5:04 – Jacky's day-to-day

• 7:46 – Acting on cultural cues

• 9:09 – The boom of TikTok

• 11:09 – Engaging with Canva's community

• 13:24 – Canva's target audience

• 19:05 – Canva changing their messaging

• 22:20 – How Jacky and Canva leverage Pinterest

• 27:08 – Determining the next steps for Canva's social

• 31:41 – Jacky's parting advice for social pros

Resources

• Get the new State of Marketing report for free from Salesforce

• Schedule a consultation with ICUC

• Grab your free Social Media Audit Bundle

• Canva

• Canva on Pinterest

• Follow Canva on Twitter

• Follow Jacky Barker on LinkedIn

• Follow Jacky Barker on Twitter

Visit SocialPros.com for more insights from your favorite social media marketers.

We are delighted to be joined by Kosta Prodanovic, Senior Copywriter at Hootsuite, in a jam-packed episode about what's in store for social in 2023. This is definitely one to bookmark!

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:

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Want to know the biggest social trends for 2023? Of course you do!

On this episode, we are joined by Hootsuite's Senior Copywriter, Kosta Prodanovic, who joins the show to discuss Hootsuite's 2023 Social Media Trends report.

Kosta dives into what's working on social this year and highlights some of the biggest findings, such as how smaller companies can poach creators, how the younger generation have changed how they search and the importance of customer service on social.

Head to the links below to find the report in full and make sure you save this one to refer back to!

In This Episode:

• 0:00 – Introduction

• 3:35 – Introducing Kosta Prodanovic

• 6:37 – Takeaways from Hootsuite's Social Trends Report 2023

• 14:06 – Did any trends surprise Kosta?

• 16:24 – Impetus for using social as search

• 20:00 – Social commerce and trust

• 25:24 – Customer service on social

• 30:44 – Kosta's tips for social pros

Resources

• Get the new State of Marketing report for free from Salesforce

• Schedule a consultation with ICUC

• Grab your free Social Media Audit Bundle

• Hootsuite Social Trends Report 2023

• Find out more about Hootsuite

• Follow Kosta on Twitter

• Follow Kosta on LinkedIn

Visit SocialPros.com for more insights from your favorite social media marketers.

Leanna Pham, Convince & Convert's very own Executive Podcast Producer and Marketing Operations & Social Media Manager, joins this episode of Social Pros for a behind-the-scenes peek at the process behind the podcast.

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:

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Each week on Social Pros, we sit down with social media managers, CMOs and content creators to get a look behind the curtain at how they build their strategies and ideas. But, here, we thought we'd get a little introspective…

Convince & Convert's very own Executive Podcast Producer and Marketing Operations & Social Media Manager, Leanna Pham, appears on this episode.

She discusses the work she does behind the scenes, her guest scheduling process for our show and how she sustains the conversation with guests.

Plus, she tells us what she likes and dislikes about the current social media world, reveals production top secrets and tells us where she goes for inspiration.

This episode was a long time coming and it's a must-listen!

In This Episode:

• 3:50 – Leanna explains a little about her role
• 7:24 – How Leanna manages guest relations on the show
• 10:56 – Top tips for recruiting great podcast guests
• 14:35 – Why Leanna wants to showcase all types of people in this industry
• 17:10 – A sneak peek at the big changes coming to Social Pros
• 20:40 – How to set better expectations for social media
• 23:44 – What Leanna likes/dislikes about what's changed in social media lately
• 26:34 – Social accounts Leanna follows for inspiration
• 29:56 – Leanna's top tip for social pros

Resources

• Get the new State of Marketing report for free from Salesforce
• Schedule a consultation with ICUC
• Grab your free Social Media Audit Bundle
• Leanna Pham on LinkedIn

Visit SocialPros.com for more insights from your favorite social media marketers.

Kate Bradley Chernis, co-founder and CEO of Lately, joins Social Pros to discuss the revolutionary power of AI in the content creation and marketing spaces.

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:

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AI technology is coming on at a rapid pace, and this Social Pros guest is at the absolute collision point of social media and technology!

Kate Bradley Chernis, the Co-founder & CEO of Lately.ai, joins this Best Of edition of the Social Pros podcast to discuss AI applications in the world of sales and marketing.

Kate explores why social pros need to look for more interesting and compelling ways to draw audiences in and how Lately is helping users raise engagement levels by generating words that convert.

We hear how important it is for social pros to break down communication barriers using touchpoints that trigger nostalgia, memory, and emotion, as well as the various ways AI can make that process easier.

In This Episode:

• 3:19 – Introducing Kate Bradley Chernis
• 3:40 – Introducing Lately
• 6:46 – Values humans care about
• 12:39 – Is FOMO dead?
• 13:50 – Saving time or boosting engagement?
• 16:31 – The best source material for AI
• 20:10 – How writers can see AI as a tool, not a threat
• 24:45 – How AI helps with engagement
• 27:04 – Which team should own the Lately relationship?
• 29:13 – Being more social on social with AI
• 31:30 – Lately office hours
• 38:08 – Kate leaves advice for social pros

Resources

• Get the new State of Marketing report for free from Salesforce
• Schedule a consultation with ICUC
• Grab your free Social Media Audit Bundle
• Lately.ai
• Lately.ai on Twitter
• Kate on Twitter

Visit SocialPros.com for more insights from your favorite social media marketers.

It's hard to narrow this guest's titles down…but here goes! This episode of Social Pros features DoctorJonPaul, an influencer, educator, public speaker, thought leader, media critic, podcast host and…well, the list goes on!

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:

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Building a personal brand and becoming a social trailblazer off your own back is no mean feat. But one person who has done just that is DoctorJonPaul.

On this episode of Social Pros, DoctorJonPaul explains how they became a creator, the processes they use to build their brand and how they choose which social platforms to prioritize.

Plus, they share their views on Twitter's changes, reveal all about how their podcast, BFF: Black, Fat, Femme, came to be, and provide some unmissable top tips for budding social pros.

This one's a real must-listen!

In This Episode:

• 4:34 – Let's introduce DoctorJonPaul
• 6:10 – How they became a creator
• 12:26 – Deciding what to create each day
• 16:32 – Investing in self-promotion
• 20:24 – Twitter changes: DoctorJonPaul's take
• 23:10 – Branching onto other platforms
• 27:09 – BFF: Black, Fat, Femme
• 37:20 – Advice from DoctorJonPaul

Resources

• Get the new State of Marketing report for free from Salesforce
• Schedule a consultation with ICUC
• 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.

This one's a slightly different episode of Social Pros! On this episode, we are joined by Cassie Petrey, owner of Crowd Surf. She explains how she went from pop superfan to managing social for some of the top music stars we know and love.

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:

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ICUC

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When we scroll through TikTok, Instagram or YouTube Shorts and see our favorite pop stars and influencers, we don't always consider what led to the creation of each post or video.

But our latest guest knows the ins-and-outs of the megastars' social strategies…

Cassie Petrey, owner of Crowd Surf, joins this episode of Social Pros to discuss how she transforms musicians, comedians and influencers into masters of social.

She describes how she got into the industry, using social to let audiences help fulfil your goals and talks about what platforms are underused.

Plus, tune in for plenty of Backstreet Boys fangirling!

In This Episode:

• 5:00 – Introducing Cassie
• 6:29 – Cassie's journey in social
• 14:05 – Social media as the benchmark of success
• 16:16 – Why she pushes clients to remember non-social goals
• 20:54 – Coaching clients on big social media changes
• 28:56 – Highlighting under-utilized platforms
• 36:26 – Where to find Cassie
• 37:37 – Final advice for social pros

Resources

• Get the new State of Marketing report for free from Salesforce
• Schedule a consultation with ICUC
• Grab your free Social Media Audit Bundle

Visit SocialPros.com for more insights from your favorite social media marketers.

It's remarkable that this guest hasn't been on Social Pros before…he's made for it! On this episode, we welcome Tyler Lessard, VP of Marketing and Chief Video Strategist at Vidyard.

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:

Salesforce Marketing Cloud

ICUC

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We're living in the age of the content creator. YouTubers and TikTok stars dominate the minds of the youth and fans gravitate towards their content like nothing else!

So, is it time social media teams took a leaf out of their book?

On this Social Pros episode, Tyler Lessard, VP of Marketing and Chief Video Strategist at Vidyard, explains why he thinks social teams need to adopt a "creator mindset".

He preaches the power of vertical video, explains how Vidyard keep their conversations fluid across platforms and shares his thoughts on whether B2B brands can actually generate leads on TikTok.

Plus, Tyler reveals all about how he got started at Vidyard and how they work their magic on social.

In This Episode:

• 4:39 – Introducing Tyler
• 7:13 – Background on Vidyard
• 8:52 – Tyler's journey to social
• 11:20 – Keeping conversation fluid across platforms
• 15:20 – Why social media is a creator game
• 19:10 – Cultivating creator curiosity in a B2B team
• 27:27 – B2B brands – can they generate leads on TikTok?
• 32:08 – Media brand vs company brand
• 37:47 – Final advice from Tyler Lessard

Resources

• Get the new State of Marketing report for free from Salesforce
• Schedule a consultation with ICUC
• Grab your free Social Media Audit Bundle
• Connect with Tyler on LinkedIn
• Follow Tyler on Twitter
• Buy 'The Visual Sale'

Visit SocialPros.com for more insights from your favorite social media marketers.

So we've made it to the end of 2022. In this special episode, Anna Hrach, Erika Lovegreen and Daniel Lemin sit down to highlight some of their favorite Social Pros guest moments from the past year.

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:

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2022 hasn't been an easy ride for social pros. But, still, the podcast has welcomed over 40 incredible guests onto the show who have done their bit to provide unmatched advice and remarkable stories over the past year.

In this special end-of-year episode of Social Pros, we revisit six of our favorite guest moments from the past 12 months.

From Allison Day's words on how Reddit breaks the fourth wall to Luz Bickert and Melissa Rivers' reminder that it's OK to have fun on social, hosts Anna Hrach, Erika Lovegreen and Daniel Lemin have been spoilt for choice in picking their favorites.

Find the full episodes with guests featured in this special down below.

In This Episode:

• 0:00 – Introduction
• 3:32 – Erika's first pick
• 7:57 – Daniel's first pick
• 14:23 – Anna's first pick
• 20:20 – Erika's second pick
• 25:00 – Daniel's second pick
• 31:08 – Anna's second pick
• 36:18 – Key takeaways from our 2022 episodes
• 39:29 – Closing thoughts
• 40:28 – Outro (thank you Social Pros listeners!)

Resources

• Get the new State of Marketing report for free from Salesforce
• Schedule a consultation with ICUC
• Grab your free Social Media Audit Bundle
• How Justin Tse Gained 1.5 Million Followers
• How Reddit Broke the Fourth Wall and the Internet (Allison Day)
• How Chili's & Mattress Firm Made the Perfect Social Pairing (Luz Bickert & Melissa Rivers)
• How to Break Out of Your Social Comfort Zone (José Avila)
• How to Create Social Conversations that Connect (Brooke Sellas)
• How Lyft Drives Organic Social with Data and Heart (Stephanie Ramirez)

Visit SocialPros.com for more insights from your favorite social media marketers.

While we don't have a new episode for you this week, co-host Anna wanted to jump on the mic to wish all you social pros out there a Happy Holidays and a Happy New Year!

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:

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ICUC

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Anna, Erica, and Daniel are taking a break for the holidays but will be back soon with our 2022 wrap-up Social Pros episode. In that episode, we'll be taking a look back at some of our favorite moments and best pieces of social pros advice from 2022.

In the meantime, now is a perfect time to catch up with any episodes you've missed over 2022 or even before. We have 10 years of Social Pros episodes for you to dig into.

We wanted to take the opportunity to wish you all a Happy Holidays and a Happy New Year from all of us at Convince & Convert. We'll be back on December 30th for our next episode – don't miss it!

Resources

• Schedule a consultation with ICUC
• Grab your free Social Media Audit Bundle

Visit SocialPros.com for more insights from your favorite social media marketers.

How brands think about online communities has to change. And who better to discuss this with than Chris Penn, co-founder and Chief Data Scientist at TrustInsights.AI. He joined Social Pros to discuss private social and online communities, and to tell us the one thing social media marketers and salespeople should be doing.

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:

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There's just so much good stuff to unpack from this Social Pros episode that it's hard to think of an opening sentence for these show notes!

Chris Penn, co-founder and Chief Data Scientist at TrustInsights.AI, joins this episode for his second appearance.

Chris shared a ton of excellent advice and insights on private social, online communities, data privacy laws and reading data analytics.

Plus, he shared his thoughts on social teams' responsibilities regarding psychological safety, the diminishing need for users to feel a personal connection and revealed what he believes to be the one most useful thing social media marketers can do right now.

In This Episode:

• 3:43 – Introducing Chris Penn
• 8:40 – Do you have the recipe?
• 9:59 – Understanding data – where do people go wrong?
• 12:05 – Why to go into data with understanding
• 13:41 – Lessons to learn from available data
• 17:12 – The importance of listening
• 19:40 – Running a Slack channel and progression of private social
• 25:28 – Psychological safety
• 26:52 – Topical interest over personal connection
• 30:37 – How should social pros consider measurement?
• 35:27 – Centralized analytics team vs knowledge across the team
• 37:38 – Chris leaves advice for social pros

Resources

• Get the new State of Marketing report for free from Salesforce
• Schedule a consultation with ICUC
• Grab your free Social Media Audit Bundle
• Follow/connect with Chris on LinkedIn
• Follow Chris on Twitter
• Chris' personal website
• TrustInsights.ai
• Our previous episode with Chris

Visit SocialPros.com for more insights from your favorite social media marketers.