Social Pros Podcast

Robert John Thompson, Director of Digital Marketing at Joseph M. Katz Graduate School of Business, University of Pittsburgh, joins the Social Pros podcast to explain how social media marketers can enhance their operations through higher education and empathy.

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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The marketing landscape is constantly changing. This means it's increasingly important that marketing professionals have knowledge across multiple areas so their teams can grow and evolve.

In this episode of Social Pros, Robert John Thompson, Director of Digital Marketing at Joseph M. Katz Graduate School of Business, University of Pittsburgh, shares the ins and outs of his journey from graphic design to marketing, his current role, how marketers can move with the times and so much more.

Get ready to note down some top tips from RJ on audiences, upskilling and marketing with empathy. Plus, he shares why he thinks marketers should return to the classroom.

In This Episode:

• 4:20 – RJ explains his job role and background
• 7:27 – Why RJ pivoted from graphic design to marketing
• 12:37 – How marketers can work with designers and create better briefs
• 15:35 – RJ explains his preference for in-house teams over agencies
• 21:56 – How the last two years have impacted marketing strategies
• 23:41 – RJ's student-centered strategy
• 30:37 – How RJ made a business case for embracing social media
• 38:42 – RJ shares his top tip for those who want to become a social pro

Resources

• Get the new State of Marketing report for free from Salesforce
• Schedule a consultation with ICUC
• Grab your free Social Media Audit Bundle
• Content Marketing Awards 2022 Finalists and Winners
• Connect with RJ on LinkedIn
• Follow RJ on Twitter

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

Stephanie Ramirez, Senior Data Analytics & Insights Lead at Lyft, joined the Social Pros podcast to share how you can approach social with "good energy."

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

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In this saturated social media world we live in, brands are always looking for new ways to stand out. Our guest this week, Stephanie Ramirez, Senior Data Analytics & Insights Lead at Lyft, says there's no perfect recipe, but focusing on authenticity and good energy is the best route to take.

Stephanie hops on Social Pros this week to share her top social tips and explain how she is helping Lyft drive organic social with data and heart.

Stephanie explores the important role data plays in building a strong social media strategy or campaign. In her view, data is crucial to the decisions you make, but you should pair that up with relatability to drive organic social and push your brand into the spotlight.

In This Episode:

• 05:02 – When did Stephanie get into data & analytics?
• 07:58 – What tools does Stephanie use?
• 09:20 – How Lyft use data in their brand strategy
• 14:18 – Lyft's 'favorite' metrics
• 15:41 – Lyft x Wienermobile
• 18:54 – How TikTok is used at Lyft
• 21:32 – Understanding TikTok from a data perspective
• 24:17 – Does authenticity spark community engagement for Lyft?
• 27:09 – Stephanie's surprise social moments
• 30:48 – Advocating your content – with proof
• 33:49 – How Lyft keep up with the 24/7 nature of social
• 36:37 – Stephanie's advice for budding social pros

Resources

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

Brian Honigman, Marketing Consultant at Honigman Media, joins the Social Pros podcast to explore the issue of impostor syndrome among social pros and how to navigate it.

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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In the age of social media, one of the many perks is the freedom to express yourself — and on a large scale too. From a branding perspective, that's a great opportunity.

But marketers, content creators, influencers, and thought leaders often have a voice in the back of their heads asking, "does anyone want to hear this?"

That's what Brian Honigman, Marketing Consultant at Honigman Media, joins this episode of Social Pros to discuss. He explores the issue of impostor syndrome and how it affects so many people in the social media world.

Brian explains how individuals and brands can put their thoughts out there while battling impostor syndrome. We also hear some top tips on building a personal brand on LinkedIn.

In This Episode:

• 05:17 – Building a personal brand on LinkedIn
• 09:37 – What works well for Brian on LinkedIn?
• 12:22 – Brian's go-to LinkedIn features
• 17:37 – Overcoming impostor syndrome on the platform
• 22:45 – Making great social media decisions
• 30:53 – How experimental should you be on social?
• 35:04 – How Brian got into teaching future marketers
• 39:55 – Brian's advice for budding 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
• Check out Brian's Twitter
• Connect with Brian on LinkedIn

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

Brooke Sellas, the Founder & CEO of B Squared Media, joins the Social Pros podcast to explore why social listening should be a vital part of every social marketing strategy.

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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As far as social media is concerned, the trends you see today may be totally different tomorrow.

Our guest this week, Brooke Sellas, the Founder & CEO of B Squared Media, gives us a lot to think about in this episode as far as adapting social strategies is concerned.

At the very center of our discussion is social listening and how it's enabled her team to deliver transformative results to their client. Brooke delves into some of the overlooked benefits of social listening and how it helps grow customer care strategies that ultimately result in better brand recognition.

We also discuss Brooke's new book, who it's for, as well as some important concepts she covered that can help social pros connect with the audience.

In This Episode:

• 06:19 Brooke gives an overview of what they do at B Squared Media
• 08:12 A rundown of some of the things Brooke does for her clients
• 09:32 Why B Squared Media is considered a boutique agency
• 12:14 How to maintain a traditionalist mentality in this new age of social media
• 13:58 Brooke sheds some light on B Squared Media's mystery shopping program
• 17:21 Why social listening is so vital for brands
• 19:43 How Brooke's team helps clients change their social strategy
• 25:08 Why you should think conversation, not campaign
• 28:00 Tools versus human services
• 31:10 Brooke mentions a few brands that are getting customer care right
• 32:56 The importance of listening to feedback
• 33:22 The target audience of Brooke's book
• 36:34 Brooke's advice to anybody who wants to become a social pro

Resources

• Get the new State of Marketing report for free from Salesforce
• Schedule a consultation with ICUC
• Grab your free Social Media Audit Bundle
• Grab a copy of Brooke's Book
• Follow Brooke on Twitter

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

Ted Harrison, Head of Advertiser Production at Twitter, hopped on the Social Pros podcast to delve into the best ways to approach your Twitter content strategy in today's world.

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

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It may have been around for 16 years now, but Twitter is still one of the go-tos for building a brand social media presence. So, who better to help you revamp the way you approach your content than Twitter's Head of Advertiser Production, Ted Harrison?

Ted joins this week's episode to delve into the crux of what makes a standout social media strategy.

As he tells us, it's all about grabbing attention on social media, which all boils down to two things—pulling location and pulling context. He also highlights the video-centric nature of the platform and some of the best ways brands can leverage video to their advantage.

Altogether, get ready to hear some very interesting metrics, Ted's "magic ratio" on Twitter, and plenty more insights that are sure to help you take your Twitter game to the next level.

In This Episode:

• 05:29 – What does Ted's role entail?
• 06:49 – 'Ted's Top Gun: Maverick' campaign
• 10:22 – Twitter content – How are brands thinking vs. how brands should be thinking
• 15:07 – Paying attention to audience
• 16:40 – Prioritizing video content on Twitter
• 20:10 – Do brands or creators lead the race in Twitter video content?
• 22:03 – Engaging with creators on behalf of brands
• 24:48 – Innovative creator-brand partnerships on Twitter
• 27:24 – How to have a voice on Twitter
• 29:41 – What, when and how to measure metrics
• 33:55 – Ted's clever way to get the audience's attention
• 38:13 – Ted provides expert advice for social pros

Resources

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

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

José Avila, Customer Engagement Transformation Lead at Sanofi, takes the mic today to discuss breaking out of your social comfort zone, specifically within pharma.

He explains why he wants to change the landscape of pharma social to make it more transparent and helpful to patients and customers and provides top tips for social pros within any industry.

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

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Changing the Landscape of Social

Working in social for a pharma organization is not an easy task. It's such an important industry, and that often leaves little room for maneuver when creating a social strategy.

José Avila, Customer Engagement Transformation Lead at Sanofi, joins this Social Pros episode to discuss how to break out of your 'social comfort zone' and how he's working to transform the face of pharma social.

And that's not all. He also talks about why he prioritizes customer engagement, putting the customer first in every situation, and how to talk to your superiors when putting forward progressive social ideas.

The episode is jam-packed with excellent advice to get those social juices flowing, and you'll be inspired to ask yourself questions about your own strategy!

In This Episode:

• 05:06 – How pharma companies use social
• 09:00 – Where José's passion for pharma began
• 15:13 – Has José's late arrival to pharma social helped him?
• 17:26 – The pharma comfort zone
• 19:49 – How is social evolving?
• 25:10 – Doctors as influencers and José's three mindsets
• 31:42 – José's 'secret sauce' to breaking social boundaries
• 37:30 – Breaking out of your comfort zone
• 41:20 – José's advice to budding social pros

Resources

• Get the new State of Marketing report for free from Salesforce
• Schedule a consultation with ICUC
• Get your free Social Media Audit Bundle
• Follow José Avila on Twitter
• Follow Sanofi on Twitter
• Subscribe to José Avila (e-Chema TV) on YouTube

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

Annie Culver, Director, Solution Ambassador Excellence at Emplifi, joins this Social Pros episode to share why she believes trying new things is key to becoming a social pro.

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

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Businesses are always looking for new ways to scale and delving deeper into their social media output is important to see what's working well and what's not.

Annie Culver, Director, Solution Ambassador Excellence at Emplifi, joins this Social Pros episode to discuss her experiences working with huge global brands, using new tools to help businesses amplify their platforms, and why she thinks trying something new is essential for personal and business growth.

This is a must-listen episode that's full to the brim with incredible advice and interesting insights into Annie's career.

In This Episode:

• 04:24 – Annie details her early stages in social
• 07:22 – What does Emplifi do?
• 10:05 – Details on Annie's role
• 14:00 – Annie on automation and AI's role in social media
• 16:40 – Changes to Instagram content
• 24:46 – What trends does Annie notices within brands she works with?
• 28:13 – How can brands move on from the basics?
• 31:23 – Does social differ across the globe?
• 33:23 – How not to burn out working in social
• 39:20 – Annie's advice on becoming a social pro

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 Annie Culver on LinkedIn
• Follow Annie Culver on Twitter

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

Our potential to reach audiences on social media is probably the highest it's ever been. And yet, with fierce competition and a crowded market, it's much tougher to stand out these days.

This week's Social Pros guest is Gina Michnowicz, CEO & Chief Creative Officer at The Craftsman Agency, and she has some words of wisdom for anyone struggling to drive engagement.

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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Gina Michnowicz, CEO & Chief Creative Officer at The Craftsman Agency, joins the Social Pros podcast to give us a behind-the-scenes look at how her agency creates magical moments for social media.

Gina explains why all social campaigns need to lead with a strong story and why you should start with a clear objective before diving in. We hear many examples of campaigns that The Craftsman Agency has pulled off successfully, including viral Reddit AMAs and blockbuster movie campaigns.

While we all aim to become social pros, Gina's take is that the platforms change too rapidly to become a true expert in everything. But by keeping up with algorithm changes and experimenting to find what works, we can get pretty close.

Gina also shares some insights into the best metrics to measure, how to deal with negativity online, and what you can do with a tight budget. It's a truly packed Social Pros episode this week!

In This Episode:

• 4:19 – Gina explains some of The Craftsman Agency's work
• 7:48 – How Gina's agency approaches channel management
• 10:56 – Gina gives her take on remote work's effect on creativity
• 16:54 – Gina explains what it takes to work on a successful campaign
• 21:19 – How to optimize partnerships and build great working relationships
• 23:23 – How Gina coordinated a successful Reddit AMA
• 28:05 – The trick to balancing paid campaigns with organic
• 31:28 – How The Craftsman Agency measures ROI and organic campaigns
• 35:35 – Gina's top metrics to measure
• 38:50 – How to get ahead on social without a big team or budget
• 42:31 – Gina's top tip for anyone looking to become a social pro

Resources

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

• Schedule a consultation with ICUC

• Grab your free Social Media Audit Bundle
• The Craftsman Agency

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

Andrew Jenkins, CEO of Volterra, takes the mic today to discuss his new book, Social Media Marketing for Business, and how it's helping social pros solve the issue of scaling social across their organizations.

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

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The 'who owns social' debate is one that we've probably tapped into a couple of times here on Social Pros. Now, somebody may finally have an answer to that!

Andrew Jenkins, CEO of Volterra, joins this Social Pros episode to discuss his new book, Social Media Marketing for Business: Scaling an Integrated Social Media Strategy Across Your Organization. But that's not all, he also shares valuable insights on tackling one of the most overlooked obstacles when it comes to social media success, corporate culture.

This episode is full of useful anecdotes, advice, and a great conversation that'll get you thinking about the state of social media operations in your organization. There's also a great deal in there about the political clout that surrounds social. Bottom line, this is as real as it gets.

In This Episode:

• 04:49 – Andrew explains why he wrote his book
• 07:07 – Why Andrew took an alternative angle in his book
• 09:39 – How Andrew became a social pro
• 12:31 – The changes to social in organizations
• 17:16 – How remote working has changed social teams
• 20:09 – Are Andrew's University of Toronto students changing his ideas?
• 24:46 – How Andrew secured case studies for his book
• 28:33 – How he chose what to and what not to include in the book
• 30:58 – Where Andrew goes for social inspiration
• 34:42 – Andrew's advice on how to become a social pro

Resources

• Get the new State of Marketing report for free from Salesforce
• Schedule a consultation with ICUC
• Grab your free Social Media Audit Bundle
• Check out Andrew's book
• Follow Andrew on Twitter
• Check out Volterra on Twitter

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

Ken Madrigal, Senior Director, Unified-CXM Best Practices Group, Sprinklr, joins the Social Pros podcast to talk about the evolution of social care and the important role it presently plays in the social sphere.

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

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The social media game isn't what it used to be a few years ago. Social care has taken more of front seat, and it deserves a closer look.

This week's guest, Ken Madrigal, Senior Director, Unified-CXM Best Practices Group, Sprinklr, takes us on a deep dive into what social care is and why it's such an important consideration for brands today. He talks about the importance of viewing customers as humans and forming connections that go beyond simply quick responses.

Ken also points out that social media, be it marketing or social care, is all about weaving experiences and, in turn, those experiences end up elevating the brand.

In This Episode:

• 06:22 Ken tells us a little bit about his role at both Verizon and Sprinklr
• 08:41 How to create a personalized experience for customers
• 11:35 The evolution of social care
• 15:38 Where companies should strive to be with their social care
• 18:40 Ken shares a cross-section of the social care process at Verizon and Sprinklr
• 22:28 The best way to align different teams in terms of social care
• 26:59 How to prep social care teams to deliver service and guard their mental health
• 31:46 The part empathy plays in marketing
• 34:22 How smaller teams can take their customer experience game to the next level
• 39:17 Ken's advice for anyone looking to become a Social Pro

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 Ken on Twitter
• Check out Sprinklr on Twitter

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