Social Pros Podcast

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 Full Episode Details 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 Full Episode Details 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 Full Episode Details 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 Full Episode Details 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 Full Episode Details 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 Full episode Details 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.

Ivonne Aldaz, Host and Content Creator, and David Ramirez, Senior Marketing Manager at TINT, join Social Pros to discuss the growing value of User Generated Content (UGC) and how TINT is making it a lot easier to reap the benefits of using UGC. 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 Full Episode Details Whether it’s from posts in a forum, consumer reviews, or random shoutouts, you’ve got to admit there’s a certain authenticity that comes from UGC. When a brand says something positive about itself, it’s flat-out marketing. But hearing how great a brand is from an actual user hits a bit closer to home base. In this episode of Social Pros, Ivonne Aldaz, Host and Content Creator, and David Ramirez, Senior Marketing Manager at TINT, highlight the growing role of UGC today and explain the various ways they’re giving UGC a wider platform at TINT. Hear everything from how TINT uses UGC to push its message forward to what makes up an effective UGC campaign. We’re getting to the bottom of what makes UGC so successful in this episode. In This Episode: 03:47 What is TINT? 07:58 Ivonne gives an insight into her role as content creator and host 09:42 David explains more about his role as Senior Marketing Manager 12:12 How UGC provides great social proof for brands 13:37 Why is UGC important? 17:54 The benefits of broadening your perspective on UGC 20:48 How Ivonne uses UGC at TINT 24:00 Who should own the UGC efforts in your company? 28:35 Why your HR team should be involved 29:22 Why employee feedback and testimonials are important 34:37 Key elements of a successful UGC or EGC campaign 37:07 Why imperfection is perfect 38:10 Representation is key 40:21 The Big Two with Ivonne and David Resources Get the new State of Marketing report for free from Salesforce Follow Ivonne on Twitter Follow David on Twitter Check out TINT’s Twitter Visit SocialPros.com for more insights from your favorite social media marketers.

Luz Bickert, Senior Social Media Manager at Chili’s, and Melissa Rivers, Director of Social at Mattress Firm, joined the Social Pros podcast to shed some light on how social media teams can collaborate productively. 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 Full Episode Details Successful social media campaigns all have a number of things in common – effective social listening and being receptive to collaborators are some of the key ones. But what if those collaborators are from a different company entirely? Luz Bickert, Senior Social Media Manager at Chili’s, and Melissa Rivers, Director of Social at Mattress Firm, discuss how they successfully navigated a collaborative social media campaign for April Fools’ Day. Is it best to thoroughly plan these joint exploits or make decisions off-the-cuff? How do you make decisions without a conflict of interest? Do you plan to go viral or just put all you can into connecting with your audience? Find out the answers to these questions and more in this episode of Social Pros. In This Episode: 4:21 – Luz introduces herself 5:02 – Melissa introduces herself 6:46 – The audience reaction to their social media collab 9:50 – The early stages of the Chili’s-Mattress Firm collab 13:39 – How the fan reaction felt 16:41 – How they responded to fans after the collab 19:36 – How other companies responded on social media 21:45 – Engagement goals and metrics 25:05 – The do’s and don’ts of social media collaboration 29:13 – The benefits of human social listening 33:46 – Luz and Melissa’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 the ‘Margarita Mattress’ Connect with Luz on LinkedIn Connect with Melissa on LinkedIn Follow Luz on Twitter Visit SocialPros.com for more insights from your favorite social media marketers.

Allison Day, Social Media Manager at Reddit, takes the mic on this Social Pros episode to tell us how Reddit successfully maintains a presence across all social media platforms. 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 Full Episode Details Social media platforms featured on other social media platforms – it doesn’t get more meta than that. But that’s pretty much what Allison Day, Social Media Manager at Reddit, does with her team day-in-day-out. In this Social Pros episode, Allison shares some insights into what Reddit seeks to achieve by creating a presence across social platforms. She also gives us a sneak peek into how she achieves that with the mountains of content out there. Gear up to hear about all the nuances of different social media platforms, Allison’s content creation process, and of course, that time that Reddit practically broke the internet over Wall Street bets. In This Episode: 6:15 How people react when Allison tells them she does social on other social media networks for Reddit 7:33 Reddit’s goals on other social media channels 9:13 Allison’s approach to bringing Reddit to life on other channels 11:36 How Reddit overlaps with other social media platforms 13:27 The major KPIs for sharing Reddit content on other sites 15:15 Allison gives an overview of what subreddit place is 18:50 Where to find Reddit on all social media platforms 19:30 Allison gives a breakdown of her social media team at Reddit 21:00 Reddit’s social media strategy on LinkedIn 23:22 How Allison stays up to date with trends on different platforms 26:30 What Allison’s content creation process is like 28:58 Reddit: user or business focused? 30:27 Allison’s favorite Reddit campaign 37:10 Allison’s advice for anyone looking to be a social pro Resources Get the new State of Marketing report for free from Salesforce Follow Allison on Twitter Check out Reddit’s Twitter Visit SocialPros.com for more insights from your favorite social media marketers.

Paul Roetzer, Founder & CEO of Marketing AI Institute, joins the Social Pros podcast to shine some light on AI’s growing role in the future of social media. 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 Full Episode Details It may seem like it’s been going on for ages, but the “to use or not to use AI” conversation is getting louder by the micro-second. But as Paul Roetzer, Founder and CEO of Marketing AI Institute, points out in this Social Pros episode, the role of AI in social media is constantly expanding. So, at this point, there’s only one way forward — jump on the bandwagon. Paul discusses how we can reframe how we see AI and its potential, especially as it relates to social media. He also delves into some of the most common use cases for AI in the field. In a nutshell, this episode is about gearing up for what’s to come by embracing what Paul calls a “next-gen mindset.” In This Episode: 5:18 - Why Paul’s new book ‘Marketing Artificial Intelligence: AI, Marketing, and the Future of Business’ is an essential read 07:16 Why marketers don’t understand the full potential of AI 09:12 How social pros can overcome the aversion to learning about AI 11:31 Common use cases for AI 17:25 Paul shares AI use cases that have helped marketers achieve better personalization 20:36 What it means to be a next-gen marketer 22:38 How AI can help with content repurposing and republishing 25:54 What the starting point for AI adoption is 29:14 What it means to use AI for good 37:35 Paul’s advice to Social pros Resources Get the new State of Marketing report for free from Salesforce Check out Paul’s new book Follow Paul on Twitter Connect with Paul on LinkedIn Visit SocialPros.com for more insights from your favorite social media marketers.