Social Pros Podcast

Adeta Gayah, Director of Social Media and Content at Visit Orlando, joins this episode of the Social Pros Podcast to discuss how her team managed to keep people engaged and rebuild traveler trust during a pandemic. 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 Supermetrics Full Episode Details Adeta Gayah, Director of Social Media and Content at Visit Orlando, is on the Social Pros Podcast to give a window into how a travel organization promotes itself on social media when no one can travel. The pandemic has been a tough time for many businesses and individuals, but the travel industry has been one of the hardest hit. That didn’t deter the team at Visit Orlando, though. Instead, they got creative and set to work building traveler trust and excitement, ready for people to start traveling again. Adeta takes us behind the scenes at Visit Orlando to explain the strategies around user-generated content, social listening, and TikTok. She explains how Visit Orlando works with more than 1,100 businesses within the Orlando area and how her team helps create engaging content for a variety of business types. In This Episode: 5:36 – Adeta takes us through the mechanics of marketing for a destination organization 7:44 – How Visit Orlando helps different businesses tell their unique stories 8:14 – Adeta explains how the Visit Orlando team balances content for each business 9:46 – How Visit Orlando collaborates with members 11:30 – Adeta shares her thoughts on paid social 13:52 – How Visit Orlando likes to focus on local residents as well as tourists 15:37 – Why Adeta doesn’t take Orlando’s fame as a tourist hotspot for granted 18:40 – Adeta gives us a glimpse into the customer care team 20:29 – How Visit Orlando utilizes user-generated content 25:57 – The one social network that Adeta would never delete 27:25 – How TikTok became a major part of Visit Orlando’s strategy 30:08 – Visit Orlando’s strategy for weekday vs. weekend content 32:35 – Adeta explains what metrics matter most to Visit Orlando 35:18 – Why being a local resident is key to promoting Orlando 38:28 – Adeta’s top tip for those who want to become a social pro Resources Get the new State of Marketing report for free from Salesforce Download the Social Media Metrics template from Supermetrics  Visit SocialPros.com for more insights from your favorite social media marketers

Tatiana Holifield, Head of Brand Social at Hulu, is on the Social Pros Podcast to talk about generating buzz and chatter 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 Snapchat Full Episode Details Tatiana Holifield, Head of Brand Social at Hulu, discusses how the Hulu team creates content that gets people talking on social media. With a lot of competition, standing out can be a challenge, even for big names like Hulu. Tatiana takes us behind the scenes to look at the strategies that make Hulu’s social content so effective. Tatiana talks about generating conversation, interacting with influencers, collaborating with different stakeholders, and also looking at what analytics can tell us. She explains the strategy behind promoting new shows and why Reddit is one of the most valuable platforms to use to tap into conversations about TV shows. In This Episode: 7:55 – How Tatiana describes Hulu’s “value proposition” 10:09 – How Hulu’s social team collaborates with third-party producers 14:49 – The struggles of coordinating and planning campaigns in social media 17:46 – Why trust is so important when collaborating with stakeholders 19:42 – How Tatiana plans content for different partners with very different needs 22:15 – Why TV partners prioritize mentions on social media as their primary metric 26:10 – How the Hulu team uses social listening to stay on top of the trends 30:50 – The strategies for dealing with passionate and loyal fanbases 34:31 – Why Reddit is a key platform in the TV world 45:05 – Tatiana’s one top tip for those thinking of becoming a social pro Resources Get the new State of Marketing report for free from Salesforce Double your campaign spending with a Snapchat special offer  Visit SocialPros.com for more insights from your favorite social media marketers.

Andy Jasenak, Director of Digital Media at Amtrak, joins this episode of the Social Pros Podcast to share how the iconic railroad service Amtrak managed social during the pandemic. 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 Supermetrics Full Episode Details Director of Digital Media at Amtrak, Andy Jasenak, discusses how Amtrak got creative during a trying year of COVID-19. While many industries were affected by lockdowns, the travel industry was hit particularly hard. How do you promote a travel service when everyone’s locked down? Rather than slowing things down, Amtrak charged ahead and decided to get creative. Andy shares how Amtrak managed unique and fun social campaigns over Instagram Stories to keep people interested in travel throughout the pandemic. He shares how Amtrak values user-generated content from its many passionate brand advocates who help propel the brand across the U.S. Andy also talks more about his background and shares some food for thought for anyone looking to become a social pro. In This Episode: 4:30 – How Amtrak kept people engaged and inspired during the pandemic 6:09 – Amtrak’s strategy to stand out on social media 8:04 – The primary objective for Amtrak on social media 10:13 – Andy takes us behind-the-scenes of Amtrak’s social team setup 15:34 – How Amtrak coordinates responses across different channels 18:22 – How Andy makes a case for new social strategies to the rest of the team 19:35 – Why Amtrak hosted a Jimmy Kimmel mean tweet-style leadership meeting 22:10 – The role of brand advocates and why Amtrak loves user-generated content 25:33 – Amtrak’s creative Instagram Stories campaign 27:49 – How the Amtrak social team works humor and fun into its content so organically 31:18 – How social media differs across all the industries Andy’s worked in 34:44 – Andy shares why music is such an important part of his life 36:55 – Andy gives his top tip for those looking to become a social pro Resources Get the new State of Marketing report for free from Salesforce Download the Social Media Metrics template from Supermetrics Visit SocialPros.com for more insights from your favorite social media marketers.

Amanda Russell, Professor at the University of Texas & Northwestern University, and author of "The Influencer Code: How to Unlock the Power of Influencer Marketing" joins Social Pros to discuss the power of influencer marketing. 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 Supermetrics Full Episode Details Amanda Russell is a university professor, speaker, marketing strategist, and author. She joins the Social Pros Podcast to share her wide-ranging experience and expertise in influencer marketing. Her fantastic insights include what influencer marketing is vs. what it isn’t, the common mistakes businesses make, and how to get influencer marketing right. Amanda shares the three top misconceptions people have about influencer marketing including what it is and the best way to use it to boost your brand. She also challenges the idea that social media = influencer marketing. She says that just because someone is a content creator does not mean they are just an influencer. In This Episode: 4:43 – What people get wrong about the word “influencer” 6:48 – The three major misconceptions of influencer marketing 10:24 – The importance of trust and why it needs to be prioritized 13:59 – Why influencer marketing is the future of marketing 15:40 – The problem of viewing influencer marketing as a transactional thing 20:57 – The three steps of the “Influencer Code” 24:52 – Why influence is not universal 28:50 – Why businesses need to prioritize building relationships with influencers 34:29 – The important relationship between the marketer and the influencer 41:40 – What businesses can do to shift the way they view influencer marketing 43:35 – Amanda’s top tip for those looking to become a social pro Resources Get the new State of Marketing report for free from Salesforce Download the Social Media Metrics template from Supermetrics Amanda Russell’s website and book Visit SocialPros.com for more insights from your favorite social media marketers.

Kelsey Murray, Associate Vice President, Global Head of Social Media at Nasdaq, joins this episode of the Social Pros Podcast to discuss Nasdaq’s people-focused approach to social. 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 Supermetrics Full Episode Details When building a social strategy, it’s easy to get lost in business goals, analytics, and conversion rates. But what about the people at the heart of social media – the customers, partners, business owners themselves? Kelsey Murray, Associate Vice President, Global Head of Social Media at Nasdaq, shares her thoughts on why people should be the focus of everything you do in social media. A global tech company at heart, Nasdaq is about powering capital markets everywhere and connecting businesses together. Kelsey shares some behind-the-scenes glances at how Nasdaq manages social media and bespoke celebrations for businesses that go public. We also hear how her team manages remote working, both as a global team and working with the challenges of the pandemic. In This Episode: 6:20 – Kelsey describes what it’s like working for Nasdaq 8:48 – Who the primary audience of Nasdaq’s social media is and how they’re targeted 11:40 – How Nasdaq’s social team collaborates with different businesses 15:06 – Kelsey walks us through how her team plans campaigns 20:37 – How storytelling fits into Nasdaq’s social media strategy 25:17 – How Kelsey manages and coordinates sensitive information with news broadcasters 29:36 – Nasdaq’s TikTok ventures and how Kelsey broached the topic with the legal team 33:02 – Nasdaq’s approach to mapping out content throughout the year 38:40 – Kelsey’s tips and experiences of working remotely for Nasdaq 42:41 – Kelsey’s top tip for anyone wanting to become a social pro Resources Get the new State of Marketing report for free from Salesforce Download the Social Media Metrics template from Supermetrics Visit SocialPros.com for more insights from your favorite social media marketers.

Jenn Herman, Instagram Expert at Jenn’s Trends, joined the Social Pros Podcast in 2020 to share her top Instagram strategies and insights into how Instagram has changed (and hasn’t) over the past few years. 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 Supermetrics Full Episode Details Over the past decade, Instagram has earned its place as one of the most popular social media platforms of all time. With more than a billion users, it’s a go-to source for visual content, entertainment and also forms a key part of modern marketing strategies. Jenn Herman, Instagram whizz and co-author of "The Ultimate Guide to Social Media Marketing," discusses how while Instagram has been through a lot of changes, ultimately, the strategies remain the same. What worked two years ago will probably still work. It just may need a little tweaking. In this revisited "Best Of" episode of Social Pros, we’re looking back at our conversation with Jenn on the best Instagram strategies. Jenn takes us through the changes she’s seen over the years on Instagram and how businesses can continue to keep up and leverage the platform to reach new audiences. In This Episode: 5:26 – Jenn explains how she came to co-write "The Ultimate Guide to Social Media Marketing" 7:25 – How Instagram hasn’t really changed despite new features 9:10 – Why Jenn thinks we should post TikTok content on Instagram Reels 12:43 – The best ways to create authentic Reels 15:30 – How to decide the best time to post serious vs. light-hearted content 18:10 – How social media usage has increased during the pandemic 22:08 – Jenn’s prediction for Instagram’s future sharing features 24:25 – Jenn talks about how she managed to co-write and promote her book during the pandemic 30:58 – The challenge of writing about a “moving target” like social media 35:15 – Jenn’s top tip for becoming a social pro Resources Get the new State of Marketing report for free from Salesforce Download the Social Media Metrics template from Supermetrics Learn more about Jenn’s Trends Read “The Ultimate Guide to Social Media Marketing” Read Jenn’s book, “Instagram For Business For Dummies” Read Jenn’s book, “Instagram For Dummies” Visit SocialPros.com for more insights from your favorite social media marketers.

Joseph Jaffe, host and showrunner of the “Joseph Jaffe is not Famous” show (formerly CoronaTV), joins this episode of Social Pros to share his insights and tips on creating a successful livestream show. 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 Supermetrics Full Episode Details What does it take to run a successful daily livestream show? Joseph Jaffe, host and showrunner of the “Joseph Jaffe is not Famous” show (formerly CoronaTV), joins this episode of Social Pros to take us behind the scenes. Joseph has been consistently creating content every day, Monday through Thursday, for a show that aims to spread hope, positivity, optimism, “and if there's time left over, a lil bit of marketing.” He explains why content consistency is “branding 101” and why you should commit to a new livestreaming venture for a minimum of two years. Joseph shares how he got started and what his plans are for the future of his show. He also explores the importance of community, why he considers his fans “family,” and why he’s made a commitment to diversity on his shows. In This Episode: 5:32 – Why Joseph chose a daily livestream show format 8:11 – Why Joseph chose to create videos rather than a podcast 10:30 – How to stream across multiple social platforms 13:14 – How "Joseph Jaffe is not Famous" has evolved over the past year 16:49 – The delicate balance of interacting with viewers and managing a community 19:44 – How the livestreaming format produces a different type of energy and audience engagement 21:49 – Why Joseph focuses not on data but the quality of his content 26:50 – Joseph’s approach to marketing his show and using the subscription model 30:48 – How Joseph plans to repurpose his existing content during his hiatus 34:44 - Who should and shouldn’t commit to a daily livestream show 40:40 – Committing to a livestream show as an individual vs. as a business 42:52 – Joseph’s top tip for those looking to become a social pro Resources Get the new State of Marketing report for free from Salesforce Download the Social Media Metrics template from Supermetrics Visit SocialPros.com for more insights from your favorite social media marketers.

Katie Cavender, Assistant Director of Communications at College Football Playoff, joins this Social Pros episode to share how to manage busy social media channels for college football. 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 Supermetrics Full Episode Details What does the social media team behind College Football Playoff look like? Katie Cavender, Assistant Director of Communications at College Football Playoff, joins this episode of Social Pros to give us an insight into her day-to-day role. Katie manages to coordinate content with different schools, universities, ESPN, and more in what sounds like a whirlwind of responsibility. Despite this, her social media team has only 19 members to keep on top of things. Katie shares exactly how she and her team manage coverage throughout the football season that both resonates and informs fans. She talks about how you should always be authentic on social and encourage a dialogue wherever possible. “Social is called social for a reason,” after all. In This Episode: 6:11 – An introduction to College Football Playoff 8:38 – The strategic role of social media within college football 11:02 – How Katie manages social media with such a small team 12:49 – How College Football Playoff collaborates with ESPN 13:57 – Katie’s approach to managing social media throughout the year 18:46 – The challenges of collaboration and coordination with different teams 22:40 – How Katie’s team keeps up with all the changes in College Football Playoff 25:37 – How College Football Playoff could preserve archived footage 29:59 – Katie’s role in social care and customer service on social media 32:38 – The social content that Katie most enjoyed 37:06 – What Katie looks for when hiring for the College Football Playoff social team 39:10 – How the pandemic has changed the way organizations communicate with the public 41:47 – Katie’s top tip for becoming a social pro Resources Get the new State of Marketing report for free from Salesforce Download the Social Media Metrics template from Supermetrics Visit SocialPros.com for more insights from your favorite social media marketers.

Tamsen Webster, Founder and Chief Message Strategist of Find the Red Thread, joins this episode of Social Pros to talk about storytelling and problem-solving with 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 Supermetrics Full Episode Details What is the best way to create a message and narrative that truly resonates with your audience? Tamsen Webster, Founder and Chief Message Strategist of Find the Red Thread, says it’s about answering their real questions. In business, many of us think we have solutions to our audience’s problems. We try to work backward and squeeze it into our audience’s story. But Tamsen says we should take a step back. We need to solve the problems our audience thinks it has first, even if we believe it’s something different. Tamsen is a big believer in creating a story in your marketing and social media, an idea she explores in detail in her book "Find Your Red Thread." In this episode of Social Pros, Tamsen shares her thoughts on making your ideas shine, why storytelling is so important, and how you can deliver real solutions that audiences want. In This Episode: 6:08 – What Tamsen means by wanting to “build the story that people would tell themselves” 8:00 – How organizations often lose sight of their brand narrative 9:43 – Why people resonate with the phrase “once upon a time” 12:13 – What a MacGuffin is and why you always need it to pay off in the end 14:27 – Why organizations need to determine who their idea is for 18:44 – Why Tamsen believes you shouldn’t try to plant an idea or manipulate your audience 22:27 – How to pitch an idea in an organization 26:18 – Tamsen’s approach to getting a new idea in motion 31:20 – How to avoid patronizing your audience with your solutions 32:18 – Tamsen’s advice for social pros on how to construct your ideas 34:27 – How Tamsen has changed her approach to social 40:27 – How organizations can change their messaging in the pandemic 44:32 – Tamsen’s top tip for those wanting to become a social pro Resources Get the new State of Marketing report for free from Salesforce Download the Social Media Metrics template from Supermetrics  Visit SocialPros.com for more insights from your favorite social media marketers.

Duane Brown, Founder & Head of Strategy at Take Some Risk Incorporated, joins the Social Pros Podcast to talk about paid social, marketing agencies, and the future of social. 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 Upfluence Supermetrics Full Episode Details What does the future look like for paid social? Is there still a place for organic? Duane Brown, Founder & Head of Strategy at Take Some Risk Incorporated, discusses his take on paid social. In this episode of Social Pros, Duane describes his agency’s approach to social and how he deals with client requests and budgets. He also gives us some insight into how the pandemic affected things in social media across the board. Duane shares his thoughts on experimenting and trying new things. He says it’s impossible to know what will or won’t work unless you try it. He describes some top mistakes people make with paid social and what his agency does to help clients understand paid advertising better. In This Episode: 6:33 – Duane talks about his agency and the type of customers he works with 8:51 – The trends Duane has noticed in paid social across the pandemic 11:39 – The areas that Duane’s clients need the most help with 13:41 – How some clients focus on the big picture in social 15:11 – The best ways to shift clients’ mindsets 17:21 – The most overlooked opportunities clients miss in paid social 19:11 – The trends in how digital agencies work with their clients 22:12 – How to answer complex questions from clients 25:07 – Duane’s advice for other agencies 27:06 – Why agencies come to Duane for help and advice 29:01 – What Duane predicts the next year will look like after the pandemic 31:42 – Why there’s still room for organic in marketing 33:43 – Duane’s advice for TikTok advertising 35:55 – Which formats work better on paid TikTok and other platforms 37:53 – Duane’s top tip for becoming a social pro 38:40 – Who Duane would choose for a special video call Resources Get the new State of Marketing report for free from Salesforce Download Upfluence’s Brand Influence Ranking Report Download the Social Media Metrics template from Supermetrics Visit SocialPros.com for more insights from your favorite social media marketers.