Social Pros Podcast

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.

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.