Social Pros Podcast

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.

Tiara Christian, Head of EMEA Social Media, PR at Google, joins the Social Pros Podcast to chat about how Google localizes content worldwide to stay super relevant. 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 No one quite does "global" like Google. But how does such a mammoth in the online world stay relevant and targeted across different countries, languages, and cultures? Tiara Christian, Head of EMEA Social Media, PR at Google, explains just how Google pulls it off. In this episode of the Social Pros podcast, Tiara discusses how Google approaches local messaging to make content hyperlocal and relevant to all types of audiences. She takes us through what it’s like to work at Google, how collaboration across departments works, and how she manages working as a mighty team of one. Tiara also reveals details about how Google uses data to understand what users really care about and want to see. In This Episode: 5:56 – How Tiara balances local messaging with Google’s needs 8:11 – The strategies behind localizing content 9:50 – How Tiara coordinates with a huge company like Google 12:37 – Tiara takes us through one of her biggest campaigns at Milan Fashion Week 15:56 – How Google uses data to understand what people care about 19:35 – How Tiara operates as a mighty team of one 22:33 – One piece of advice for those agencies supporting big clients 24:31 – How Tiara balances content creation with social listening and engagement 27:03 – Advice on working with ambassadors 30:21 – Tiara explains what it’s like working for Google 35:30 – Tiara’s advice for those who want to engage with audiences outside the U.S. 38:16 – Tiara’s top tip for anyone looking to become a social pro 40:01 – Who Tiara would pick for a 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.

Joe Galbo, Social Media Specialist at the United States Consumer Product Safety Commission, joins the Social Pros Podcast to chat about social strategy and public safety messages. 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 How do you spread an important safety message over social media? Should you stay serious or make it a bit more fun? It all depends on the audience, timing, subject matter, and a whole host of other things. Joe Galbo, Social Media Specialist at the United States Consumer Product Safety Commission (USCPSC), describes his process for crafting messages that engage and resonate. Joe shares how the USCPSC balances serious messaging with fun and inventive graphic design to get the message across in the best way possible. You’ll also hear some of the strategies around notorious internet trends like laundry pod consumption and more. Joe also discusses his approach to social media in general and why it’s vital to always keep learning and developing your skills. In This Episode: 5:32 – Joe explains what the United States Consumer Product Safety Commission does 7:04 – Joe names a few examples of his favorite USCPSC graphics 9:40 – How the USCPSC became very graphic-focused in its messaging 12:38 – The balance between making serious life-saving messages fun vs. serious 18:20 – Why Joe would love his strategies to be tested to see how successful they are beyond the social sharing aspect 19:10 – How the USCPSC collaborates with broadcast media to share important safety messages 22:07 – What the approval process looks like for new content 27:10 – How the USCPSC approaches social listening to keep on top of potentially dangerous internet challenges 31:26 – Why Joe believes you should always try out new social media channels 34:00 – Why you always need a vision for what you want to achieve in a government agency 38:50 – Joe’s advice for dealing with intentionally spread misinformation on social media 43:32 – Joe’s one tip for anyone looking to become a social pro 46:33 – Why Joe would pick Guillermo del Toro to have a video call with Resources Get the new State of Marketing report for free from Salesforce Download the Social Media Metrics template from Supermetrics Download Upfluence’s Brand Influence Ranking Report Visit SocialPros.com for more insights from your favorite social media marketers.

Sabrina Callahan and Mark Quine from Sam’s Club join Social Pros in part five of the five-part Social Pros Deep Dive series into Sam’s Club. 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 SocialMedia.org Upfluence Supermetrics Full Episode Details The Sam’s Club Deep Dive is a new five-part series that explores how social media teams run their day-to-day operations over several episodes instead of just one. Social Pros interviewed several Sam’s Club social team members to learn the secrets of their success. Other than direct feedback or surveys, nothing quite captures the opinion of customers like social media can. Social media can provide a window into the minds of customers. It can help brands understand where they’re going right or wrong and what customers really want. That’s why Sam’s Club takes social listening so seriously. In this episode of the Social Pros Deep Dive into Sam’s Club, Social Pros speaks again with Sabrina Callahan, Senior Director of Brand and Social Marketing, and Mark Quine, Director of Social and Brand Media. They discuss the importance of social listening and how Sam’s Club responds to social opinion so quickly and effectively. Mark then discusses Sam’s Club’s approach to paid social and which strategies work best for the club. All five episodes are out now, so get ready to binge! As this is a brand-new series, we’d love to hear some feedback on what you think of the Social Pros Deep Dive. Please share any thoughts you have by emailing Jay directly. In This Episode: 6:06 – Sam’s Club’s philosophy around social listening 8:18 – Why Sam’s Club has a member insights team 10:37 – How Sam’s Club measures and tracks customer sentiment on social 11:55 – How the social team translates its metrics for other departments 16:06 – How Sam’s Club introduced ‘Hero Hours’ during the pandemic after social posts went viral 21:47 – How Sam’s Club distinguishes between signal vs. noise 25:37 – Which channels Sam’s Club values the most for its insights 29:03 – The role of paid social in Sam’s Club 29:52 – How Sam’s Club measures the success of paid social 31:21 – How Mark tries to establish real causation and correlation in paid social 32:10 – How the social team keeps things consistent by working closely with the digital marketing teams 36:59 – Sam’s Club’s methods and strategies around boosting social posts 38:27 – Mark’s thoughts on which creative ad formats perform best for Sam’s Club 44:26 – Mark’s number one tip for becoming a social pro 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.

MacKenzie McCarver and Tina Parker from Sam’s Club join this episode of Social Pros for part four of the five-part Social Pros Deep Dive series. 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 The Sam’s Club Deep Dive is a new five-part series offers a detailed look into how a big business manages social strategies, scheduling, business growth, community, and more. For many, social media is the first port of call for customers with questions or complaints. It’s often the fastest way a brand can directly contact its customers. This means that businesses, big or small, need to think about how they approach customer care on social. With a big business such as Sam’s Club, this operation is a lot more elaborate. Find out how in this episode of Social Pros Deep Dive. In part four of five, Social Pros speak with MacKenzie McCarver and Tina Parker – key members of the social media team at Sam’s Club. Director of Social Media, MacKenzie, is back from our talk in part three, this time joined by Tina Parker, Associate Director of Brand and Social Marketing. They discuss Sam’s Club’s refreshingly proactive take on customer care, the best way to interact over social media, and how the club celebrates its brand ambassadors. All five episodes are out now, so get ready to binge! As this is a brand-new series, we’d love to hear some feedback on what you think of the Social Pros Deep Dive. Please share any thoughts you have by emailing Jay directly at jay@convinceandconvert.com. In This Episode: 5:52 – How Sam’s Club resources social media customer care 6:50 – The multiple customer care levels and how they work 8:02 – What Tina looks for in a social customer care agent 9:29 – Sam’s Club’s unique approach to customer interactions 11:46 – How Sam’s Club responded to the pandemic challenges 13:26 – Which platforms Sam’s Club focuses on the most for customer interactions 14:35 – How social empowered people during the pandemic 16:55 – The unique tool Sam’s Club uses for local social updates 17:51 – How Sam’s Club balances public versus direct message responses 18:47 – Why Sam’s Club prioritizes real responses over automated messages 21:44 – How proactive Sam’s Club agents are in responding to customers 24:30 – How Sam’s Club deals with customers who make complaints across different channels and mediums 27:57 – What measurements of success look like at Sam’s Club 29:55 – How Sam’s Club prepares for the event of a social media crisis 31:43 – Tina’s take on “if there’s three, there’s more” when it comes to customer complaints 33:20 – The process Sam’s Club follows to communicate issues at a higher level 35:28 – How Sam’s Club celebrates brand ambassadors and fans on social 38:45 – Tina’s one tip for becoming a social pro 39:12 – Who MacKenzie would love to have a video call with 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.