Social Pros Podcast

Justin Tse, the CEO of Feature Media, joins the Social Pros podcast to share his story and insider tips on how he built a monumental followership on 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 Gaining 1.5 million followers, having a total of seven income streams, and becoming a well-known YouTube influencer all by the age of 25 are successes many of us can only dream of.  But, Justin Tse, the CEO of Feature Media has done it all and he joins Social Pros to give some insights into how he managed it. We hear how Justin’s passion for content creation started out as a hobby and how he’s managed to harness that initial wonder as it evolved into a lucrative business. He also shares insider knowledge on how the influencer-brand dynamic works and how to harness it to the fullest. Alongside practical advice all content creators and influencers can use to perfectly blend their creativity and business acumen, Justin discusses the evolving state of influencer marketing. In This Episode: 05:00 How Justin built a brand with such impressive stats 06:57 Justin’s take on product lifespan 08:55 Common brand expectations for influencers 11:36 What the typical process is for brands and influencers 14:12 The dynamics of Justin’s team behind the scenes 16:36 Running a media company vs being a lone influencer 18:40 The difference between working directly with brands and working with them through agencies 23:49 The typical timeframe from brand partnership to the actual content creation 25:45 The best way to tap into an influencer’s community 28:53 Striking a balance between content creation speed and quality 32:50 How Justin stands out as a content creator 37:44 How Justin tests the content for his course 39:32 Justin’s course and how it helps other content creators 46:17 The best place to find Justin’s content on social media 43:39 Justin’s advice for anyone looking to become a social pro Resources Get the new State of Marketing report for free from Salesforce Check out Justin’s YouTube page Follow Justin on Twitter Follow Justin on Instagram Visit SocialPros.com for more insights from your favorite social media marketers.

It’s another Greatest Hits episode and this time we’re revisiting the insightful discussion we had with Lauren Thomas, Senior Manager of Communications & Social at Intuit Consumer Group. She discusses how Intuit makes tax content fun and engaging. 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 In this trip down memory lane, we’re revisiting an episode with one of our many fantastic guests, Lauren Thomas, Senior Manager of Communications & Social at Intuit Consumer Group. She discusses how innovation helps Intuit see massive social success and how she leads — not manages— the team that drives this success. Truth be told, tax and budgeting are not the most interesting topics in the world. But somehow, Intuit keeps winning on social by creating content that’s fun, engaging, and educational. Lauren takes us back to the drawing board where she crafted some of the engaging content Intuit puts out there. We also hear how the brand works with both personal finance and general lifestyle influencers to create relatable content. In This Episode: 03:46 How Lauren wears so many hats in her team 05:39 How Lauren uses social listening and insights from Voice of Customer 08:27 Why job roles affect how social listening is carried out 10:47 How Intuit engages its audience throughout the year 13:42 Lauren explains how her team handles the shift in social engagement all year round 15:42 How Intuit blends tax and finance content with lifestyle content 18:38 Lauren explains how Intuit used Cameo as a unique marketing push 22:48 How influencers help Intuit turn serious tax topics into something more engaging 26:26 Intuit’s social care team’s approach to protecting personal information 33:33 Lauren shares the story behind ending up in the Guinness Book of World Records 37:51 How to get leadership to understand your vision 41:11 Lauren explains how she helps others operate in the ‘zone of genius’ 45:12 Lauren’s top tip for those looking to become a social pro Resources Get the new State of Marketing report for free from Salesforce Follow Lauren on Twitter Check out Intuit’s Twitter Visit SocialPros.com for more insights from your favorite social media marketers.

Mary Nice, Senior Strategist at Convince & Convert, takes the mic in this episode to share some tried and tested strategies for building a personal brand. 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 If you’re a social pro, then the idea of building a personal brand isn’t so far-fetched. It’s already part of your day job, albeit on a larger scale. However, our guest on this Social Pros episode, Mary Nice, the Senior Strategist at Convince & Convert, points out that there are a few differences between working for a bigger brand and venturing out on your own. She walks us through her personal journey in creating a personal brand and her motivation behind taking that bold step. Mary also stresses the importance of passion when building a brand and gives some pointers on how to handle negative comments on social media. She follows that up with a must-listen discussion on the key practices social pros need to bring forward to create their personal brands, which is packed with useful and practical tips! In This Episode: 05:21 Mary talks through her decision to build a personal brand 08:56 What motivates people to pursue their own personal brands 10:47 How passion motivates consistency 12:07 The ins and outs of building a social brand 14:30 How Mary built an audience on TikTok 15:44 Why controversial content works so well 17:34 How Mary and Jay handle negative feedback 22:02 How to pick the right kind of format for your content 26:35 Core practices all social pros should bring forward 30:40 Why you should take a simple approach to creating content 34:30 Can anybody build a personal brand? 37:26 Mary’s advice to anyone who wants to become a social pro Resources Get the new State of Marketing report for free from Salesforce Check out Convince & Convert’s Social Media Audit Bundle Read Follow Mary on TikTok Reach out to Mary on Instagram See what Jay’s up to on TikTok Follow Jay on Instagram Visit SocialPros.com for more insights from your favorite social media marketers.

Kate Winick, Senior Director of Social Media at Peloton, is on the Social Pros podcast to discuss everything from how she makes managing a big social team look so effortless to how Peloton connects with a huge audience. 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 With new algorithms popping up every other day, there’s a lot to consider when engaging audiences on social. It’s no longer just about how many likes or shares a post gets. It’s about monitoring how you're perceived in the industry and the world. If there’s one person who understands this well, it’s Kate Winick, the Senior Director of Social Media at Peloton. She joins Social Pros to share some insights into how things work behind the scenes at Peloton and how the team manages to engage such a large audience. Kate also tells us how Peloton maintains the balance between giving its instructors creative freedom and fostering brand integrity. There’s even a little bit on some of the most highly underrated metrics social pros should be looking out for today. So, this is an episode you don’t want to miss! In This Episode: 03:27 Kate shares some insights from her day-to-day at Peloton 05:31 How Kate aligns all her duties and fosters collaboration 09:00 How Peloton taps into engaging conversations on social 14:00 Kate talks about Peloton’s Cody Rigsby campaign and its unexpected engagement levels 18:49 How Peloton integrates instructors into their overall social strategy 21:05 Steps brands can take to start handing over the reins of creativity to influencers 24:35 How Peloton measures their success 27:12 Highly underrated metrics you should be looking at 28:37 Benefits of having a data analyst 29:39 How Kate approaches team building and growth 34:02 Some of the team training and management challenges Kate faces 37:00 Kate’s take on addressing burnout among social pros 41:16 Kate’s advice to aspiring social pros Resources Get the new State of Marketing report for free from Salesforce Connect with Kate on Twitter Check out Peloton’s Twitter Peloton’s website Visit SocialPros.com for more insights from your favorite social media marketers.

Social Pros catch up with QVC’s Head of Social Media Marketing Heather Brinckerhoff to talk community management, content auditing, TikTok and much more! 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 QVC’s Heather Brinckerhoff chats about content auditing, social media community management, and more on the Social Pros podcast. In this episode, Heather shares some invaluable tips on how to draw in potential customers and keep them interested in your products. Heather explains that content auditing is a huge part of QVC’s strategy to keep content relevant and resonating with its audience. Tune in today to hear why content auditing is so important, Heather’s advice for making your content go viral on social media, details about QVC’s new TikTok strategy, plus so much more. In This Episode: 02:31 – Heather gives some insight on QVC and its social media output 04:33 – Heather explains what she oversees as QVC’s Head of Social 05:24 – A breakdown of the demographic QVC appeals to 06:08 – Heather outlines QVC’s social media strategy in detail 07:25 – How the global team keep up with conversation 09:02 – Heather explains how QVC coordinates partnerships and vendors 12:51 – How QVC use social listening 14:03 – Why QVC is always doing content audits 17:38 – Heather compares her role at QVC with her previous positions 19:44 – Heather reminisces over social media ‘misadventures’ 23:27 – Where Heather found the best engagement for QVC’s April Fool’s joke 26:03 – Heather shares her views on whether you can predict viral content 30:38 – Why you need to know the customer’s experience of your company 32:40 – Heather’s tips for aspiring social pros Resources Visit SocialPros.com for more insights from your favorite social media marketers. Schedule a consultation with ICUC

Anthony Yepez, SVP of Brand Strategy & Marketing Partnerships at CEG (Central Entertainment Group) joins the Social Pros podcast to discuss the interesting dynamics of influencer-brand relationships and the best way to maximize them. 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 Word on the virtual streets has it that influencer marketing is catching on like a wildfire… and it’s not dying down anytime soon. With social media users seeking out more genuine connections, there are few better ways to reach out to them than influencers. Joining Social Pros for the second time around, Anthony Yepez, SVP of Brand Strategy & Marketing Partnerships at CEG, takes the mic to discuss the delicate dynamics of the influencer-brand relationship. We catch up on what he’s been up to since he last joined the show before he delves headfirst into brand expectations for influencers and the best way to ensure those expectations are met. Anthony also explains where the influencer’s creative freedom stops and brand safety kicks in. Hint: it’s all about finding the right balance. In This Episode: 03:58 What Anthony has been up to since he last joined the show 06:07 Anthony gives some insights into his new role 07:49 The unique dynamic between sales and relationship building 09:52 What brand expectations for influencers are right now 10:44 The importance of data when matching influencers with your audience 12:20 Why it’s vital to know what you want to accomplish with influencers 14:00 How influencer marketing has evolved over the years 16:41 Long term vs short term brand-influencer collaborations 18:46 Why it’s important to give creators the liberty to create 21:16 How to balance creative freedom with brand safety 23:20 Common ways brands overlook creative executions 25:29 Anthony’s take on which social media platform is the best for influencing 32:17 Why social media platforms need some sort of regulation 35:09 Anthony’s advice to social pros on creating a work-life balance 38:18 Misconceptions about content creation that lead to burnout 41:42 Anthony’s advice to anyone who wants to become a social pro Resources Get the new State of Marketing report for free from Salesforce Check out Anthony's first Social Pros Episode Join the Social Media Manager Slack Community Follow Anthony on Twitter Connect with Anthony on LinkedIn Visit SocialPros.com for more insights from your favorite social media marketers.

Jamie Bland, Video Marketing Manager, and Heike Young, Senior Director of Video Marketing at Salesforce, join Social Pros to give some key insight into Salesforce’s approach to video and why YouTube is a huge priority. 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 We’ve been in the “age of video” for a few years now, and if you’re not already charging ahead with your video strategy, you could be missing out. At least that’s what Jamie Bland, Video Marketing Manager, and Heike Young, Senior Director of Video Marketing at Salesforce, have to say in this episode of Social Pros. Jamie and Heike take us behind the scenes of Salesforce’s YouTube strategy to explain why video is “mission critical” in marketing these days and how to connect with your audience through video. Heike and Jamie give some tips on what metrics to measure, how to pick out true, meaningful engagement, and why YouTube is an underutilized community management tool.  In This Episode: 7:12 – Heike and Jamie walk us through the video team at Salesforce 12:33 – Important lessons Heike brought from social media to the video team 16:35 – Jamie explains the differences between creating B2B and B2C video content 19:53 – Untapped opportunities B2B brands can unlock with YouTube 25:38 – What makes good, compelling YouTube content 29:00 – Why the community aspect of YouTube shouldn’t be overlooked 33:22 – Why showing up in search is so important for B2B YouTube channels 35:28 – Tips for integrating a video department with the rest of the business 38:08 – What metrics to measure on YouTube 42:50 – The Big Two questions Resources Schedule a consultation with ICUC Visit SocialPros.com for more insights from your favorite social media marketers.

Jesse Cole, Owner of the Savannah Bananas baseball team, joins the Social Pros podcast to discuss how breaking the mold and rewriting the rules of social media often yields the best results. 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 Diehard baseball fans may be thinking, why fix something if it isn’t broken? But Jesse Cole, Owner of Savannah Bananas and the Founder of Fans First Entertainment, saw a chance to stand out and endear himself to audiences by changing the game… a lot. Jesse’s primary aim is to create content that serves his audience, and he’s certainly shaken things up when it comes to content creation. To let us in on his secrets, Jesse shares some of his out-of-the-box ideas from his new book, Fans First: Change the Game, Break the Rules & Create an Unforgettable Experience. Jesse breaks down the “five Es” needed to create raving fans and explains why the key to building a brand lies in something as simple as being different. In This Episode: 2:03 - Jesse gives some background insights on Savannah Bananas 4:21 - Jesse talks more about ‘expanding the baseball experience’ 5:27 - How the Savannah Bananas world tour has evolved 6:17 - A breakdown of who, and what, makes up the Savannah Bananas team 8:11 - How Jesse identified and eliminated friction points from baseball 10:29 - The benefits of taking a fans-first approach 11:59 - How to identify hidden sources of friction 15:22 - How Jesse approaches experimentation for the Savannah Bananas brand 22:31 - How the Savannah Bananas shoot their footage 25:45 - What Jesse’s social team looks like 28:00 - Why Jesse believes the Savannah Bananas would still be a sensation without social media 28:53 - Why it pays to be different 33:41 - What lies in the future for Savannah Bananas 35:34 - Jesse’s advice to aspiring social pros Resources Visit SocialPros.com for more insights from your favorite social media marketers.

Candy fans unite! This is the Social Pros episode for you. Brian Camen, Senior Director of Media, Content & Public Relations at Ferrara Candy Company, joins Social Pros to let us in on his social mastery secrets. 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 Brian Camen, long-time candy fan and Senior Director of Media, Content & Public Relations at Ferrara Candy Company, joins the Social Pros podcast to drop some tasty morsels of advice. As a company with multiple brands for different candies, managing social media for them all is a mammoth task. Brian lets us in on his secrets and explains his team’s process for creating social content that drives results. He explains why it’s so important to know each brand well and its target audience, and balance that with the typical users on each social media platform. We hear how Ferrara Candy made its break into TikTok, and Brian shares some food for thought on the future of the platform. In This Episode: 4:54 – Brian takes us through his career journey at Ferrara Candy Company 12:10 – How to juggle social media for 50+ accounts 14:02 – How Ferrara Candy Company evolves with its audience 16:43 – Brian, Anna, and Daniel swap stories on their favorite candies 19:22 – Brian’s approach to testing campaigns and developing a learning agenda 22:18 – What Brian means by “failing fast” 24:29 – How Brian and the team first approached TikTok 27:53 – Brian’s take on breaking the algorithm on TikTok 29:32 – Why audio is still a great opportunity on social 32:09 – How Ferrara Candy Company won two REGGIE awards 39:47 – Brian’s top tip for anyone who wants to become a social pro Resources Get the new State of Marketing report for free from Salesforce Schedule a consultation with ICUC Download our free 500th episode celebratory eBook Visit SocialPros.com for more insights from your favorite social media marketers.

Kirsten Jordan from Million Dollar Listing NY joined this episode of the Social Pros to share how she juggles being a mom with living a full life and building a solid social media brand. 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’s not easy being a jack-of-all-trades and a master of all, but Million Dollar Listing NY’s Kirsten Jordan somehow pulls it off. She’s not just a licensed associate real estate broker, she’s also a real estate adviser, the founder of the Kirsten Jordan Team at Douglas Elliman, and the star of Million Dollar Listing New York on Bravo. Kirsten is on Social Pros to share some insights into how she built a thriving social brand alongside her track sheet of other accomplishments. There’s a huge difference between leveraging social media on a personal level and using it as an asset — and Kirsten has cracked the code. She delves into the nuances of different social media platforms, time management tips, and how she started the Moms of Real Estate campaign. In This Episode: 5:01 – How Kirsten realized that social media could help her build a brand 7:14 – How Kirsten keeps up with the latest social media trends 9:11 – Why using calendars is key to Kirsten finding balance in her day 11:10 – Getting over the awkwardness of self-promotion 12:40 – How Kirsten’s team manages self-promotion 14:30 – How Kirsten broke into TikTok 16:57 – Kirsten’s approach to content creation for different audiences 21:33 – Why cultivating a community was so important for Kirsten 25:03 – How to measure success on social media 27:11 – Kirsten shares her personal goals for her social channels 28:17 – Kirsten describes her most successful social posts 31:21 – Kirsten’s advice for anyone looking to become a social pro Resources Get the new State of Marketing report for free from Salesforce ICUC.Social Check out Kirstenjordan.com Follow Kirsten on Instagram Visit SocialPros.com for more insights from your favorite social media marketers.