Social Pros Podcast

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.

Join us for another deep dive into social media's burning questions as we welcome Sammy Lent and Zach Fitch to the latest edition of Social Pros Unfiltered. Hear their insights on fandom, why Gen-Z's pulling back from social, and their top predictions for 2024.

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

In 2024, Amazon will become the next big social media platform, brands will return to in-person community building and fans will become our greatest influencers.

Now, you may be wondering how we can predict the future. We can't! But the closest we can do is ask our Social Pros Unfiltered guests, Sammy Lent and Zach Fitch, for their biggest predictions ahead of 2024.

Zach shares why he forecasts a rise in Amazon influencers (and how it could even create a little beef with TikTok), while Sammy explains why brands will start to leverage fandom to tell authentic stories to their audiences.

Sammy and Zach also discuss how brands should approach seasonal content, how managers can deal with Gen-Z stepping back from social, and why LinkedIn's 'Open to Work' badge isn't such a red flag after all.

In This Episode:

• 2:18 - What percentage of Gen-Z is on social media?
• 3:17 - Why are Gen-Z pulling back from social?
• 11:30 - Should brands do seasonal content campaigns?
• 21:00 - What brands can learn from fandom culture
• 32:51 - Should you add the 'Open to Work' badge to your LinkedIn profile?
• 40:09 - Sammy, Zach, and Gia's predictions for 2024

Resources

• Schedule a consultation with ICUC
• Grab your free Social Media Audit Bundle
• Connect with Leanna on LinkedIn
• Connect with Gia on LinkedIn
• Connect with Sammy on LinkedIn
• Follow Sammy on Instagram
• Connect with Zach on LinkedIn
• Follow Zach on TikTok

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

Have you heard of Notion? You've probably already been asked that question… and there's a good chance that it's already your "second brain." Like all great products, it's the community and the users who make it, so we sat down with Notion's Head of Influencer Marketing, Lexie Barnhorn, to hear all about 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:

• ICUC

Full Episode Details

Deemed by many users as their "second brain," Notion is the go-to place for people to jot down thoughts, ideas, collaborate on business ideas, and create templates for organizing your entire life. If you've not already tried it out, this episode with Notion's Head of Influencer Marketing, Lexie Barnhorn, may just convince you…

Lexie gives us a window into why everyone's talking about Notion. It doesn't matter whether you're following productivity influencers or your favorite D&D DM, the beauty of Notion is you can make it whatever you want. Influencers are at the heart of Notion's growth and popularity because as Lexie says, they can talk about use cases in their own relatable brand voices.

We hear about Notion's approach to evergreen influencer content, why trying too hard on TikTok is the wrong approach, how to make your social content more relatable, plus much more!

In This Episode:

• 1:47 - An introduction to Notion
• 3:09 - Lexie gives an overview of Notion's influencer marketing strategy
• 6:01 - How Notion utilizes unconventional use cases
• 8:33 - Lexie's strategy for reaching new communities
• 10:43 - How Notion balances marketing use cases with product marketing
• 15:06 - Lexie explains how she acts as an influencer for Notion
• 18:48 - How Notion maintains brand continuity across platforms
• 22:14 - The universal truths Lexie has learned while working at Notion
• 25:40 - How Notion speaks with its community about future developments
• 27:15 - Notion's approach to influencer sourcing
• 32:01 - The final two questions

Resources

• Schedule a consultation with ICUC
• Grab your free Social Media Audit Bundle
• Follow Lexie on Twitter
• Connect with Lexie on LinkedIn

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

How can global brands cultivate a strong sense of community that keeps their audience interested and engaged on social? We ask Anthony Yepez, Associate Director, Social Media at Orangetheory Fitness, as he returns to chat with us 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

Sustaining a strong community spirit across a global company is not an easy feat. Especially when your brand has franchisees, studios, and team members all around the world. So, what is Orangetheory Fitness' secret?

On this episode of Social Pros, Anthony Yepez shares how social listening, audience understanding and, leading by example build the foundations for Orangetheory's community-led strategy.

He also talks to us about how he uses Reddit for content opportunities and the benefits of consistently leveraging user-generated content (UGC). Plus, he shares his predictions on what's in store for social pros over the next few years.

In This Episode:

• 2:59 - Anthony explains Orangetheory and his role
• 5:46 - Sustaining a "community feeling" for a global brand
• 8:30 - Balancing individuality with brand goals
• 13:07 - Instilling a social media mindset
• 14:56 - How Orangetheory leverages user-generated content
• 19:24 - Orangetheory's Reddit strategy
• 22:15 - Maximizing a small-but-mighty social team
• 25:11 - Anthony's predictions for the next year in social
• 30:52 - Anthony's Final Two

Resources

• Schedule a consultation with ICUC
• Grab your free Social Media Audit Bundle
• Connect with Anthony on LinkedIn
• Follow Anthony on Twitter/X
• Follow Anthony on TikTok

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

Sharing the personal stories behind your brand can empower your employees, build audience connection and attract future talent. But where do you start? Hear top tips from Jonathan Hatch, Talent Brand Program Manager at Zoom, 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

Sharing the personal stories behind your brand can empower your employees, build audience connection, and attract future talent. But how can social pros reap these benefits by creating employee-led content in authentic, non-exploitative ways?

Jonathan says it's all about adding fun to the equation. Getting to know the person behind the work can make for compelling content and also encourage more employees to want to share their stories.

On this episode, Jonathan explains how employee branding can appeal to potential new hires by igniting curiosity and giving the audience a glimpse behind the curtain. Plus, he highlights the top platforms for employee branding and discusses how sharing stories can enhance wider company culture.

In This Episode:

• 2:31 - Jonathan discusses his career
• 4:19 - How storytelling plays into employee branding and storytelling
• 7:14 - Is LinkedIn the hub for storytelling?
• 9:29 - Getting employees excited about being a voice for your brand
• 12:56 - Balancing individuality and brand goals
• 17:54 - Why we're in the most transparent era of LinkedIn
• 19:50 - Managing cultures and subcultures in the brand
• 25:16 - Why team culture is "your life" when you're at work
• 32:09 - Jonathan's Final Two

Resources

• Schedule a consultation with ICUC
• Grab your free Social Media Audit Bundle
• Connect with Jonathan on LinkedIn
• Follow Jonathan on Twitter/X

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