Social Pros Podcast

Saul Colt, the Founder and Creative Director at The Idea Integration Company, is our special guest on this episode of Social Pros, where we discuss why advocates will do more for your brand than influencers and why you need to start taking more chances in 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 LinkedIn Full Episode Details Is it time for brands to take risks and chances in social media? Saul Colt, Founder and Creative Director at The Idea Integration Company, certainly thinks so, and he believes we should start by changing how we perceive influencers. Influencer marketing is potentially very powerful. However, finding the right influencers to advocate for your brand is another ballgame entirely. It’s not enough to find an influencer with a huge following. They should also care about your product and your brand. Saul felt very strongly about this and stated that he would “rather make the influencer than buy the influencer.” What is more valuable – an influencer with 25k followers who doesn’t care about your brand or a super fan who genuinely loves your brand? It’s easy to become seduced by the size of an influencer’s audience, but is it time to forget the numbers and choose influencers based on the amount of passion they have for your brand? Find out on this episode of the Social Pros Podcast! In This Episode: 05:48 – Why Saul gravitated towards word of mouth 08:16 – Why people struggle to create conversation and attention 12:01 – Why there must be a strategy behind your tactics 16:35 – Whether social amplifies the cultivation of new ideas and creativity 18:40 – Why it’s better to find advocates for your brand than influencers who don’t genuinely care about your brand or product 27:25 – How the pandemic has changed tactics Saul uses on social media 37:04 – Why brands need to focus on more than just the tools they use Resources Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Find out how you can launch your first LinkedIn campaign with $100! Learn more about The Idea Integration Co Visit SocialPros.com for more insights from your favorite social media marketers.

Sallie Poggi, Director of Social Media at the University of California, Davis (UC Davis), joins the Social Pros Podcast to talk about social media crisis management and how to cultivate culture change within an organization using 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 SocialMedia.org Full Episode Details Use Social Media to Create Positive Change Do you remember when social media was more like an experiment for brands than a real business strategy? Back then, brands did not grasp the potential that social media offered. Nowadays, social practitioners are a key part of the fabric of an organization. Sallie Poggi, Director of Social Media at the University of California, Davis (UC Davis), reminisced about a time when social media practitioners weren’t deemed as necessary as they are now. Today, instead of “tweeting in the corner,” we have a seat at the table and help to “make decisions and set strategy from a high level.” Social media is used for so much more than updating followers about what you had for lunch. When used properly, social media can be leveraged to build relationships and create culture change across an entire organization. In This Episode: 07:56 – How the social media team at UC Davis operates 11:18 – How Sallie established her own department and how it helped to elevate her at the table 18:15 – What you can do to get other social media communicators on your side 21:48 – How COVID-19 has shifted Sallie’s approach to social media crisis management 26:06 – What social media metrics Sallie tracks 30:04 – How Sallie got the UC Davis Street Team program off the ground Resources: Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Find out how you can launch your first LinkedIn campaign with $100! Learn more about UC Davis Visit SocialPros.com for more insights from your favorite social media marketers.

Eric SanInocencio, the Associate Commissioner of Strategic Digital Media at ACC, joins the Social Pros Podcast to talk about the impact that COVID-19 has had on the sports industry and how the ACC continues to overcome uncertainty using 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 LinkedIn Full Episode Details 2020 has been a strange year for everyone. Businesses closed, schools shut down, and it was like the world hit pause on everyday life for quite some time. One industry that has been significantly impacted by the global pandemic is the sports industry, with games canceled left, right, and center. Eric SanInocencio, the Associate Commissioner of Strategic Digital Media at ACC, has learned to navigate the recent changes while leading social media for the Atlantic Coast Conference. The ACC oversees sports for 1,415 schools in the eastern part of the U.S., so you can imagine just how unique and complicated Eric’s role is as the Associate Commissioner of Strategic Digital Media at ACC. Eric believes that “social media for sports events is the truest version of a sports bar that we have left,” and we couldn’t agree more. Social media allows people to jump into the conversation when they feel like it, which helps sports fans feel like part of a community again. In This Episode: 05:24 – How ACC’s digital marketing team is structured 07:31 – What Eric’s role as the Associate Commissioner of Strategic Digital Media involves 09:31 – How the different schools get together virtually to discuss best practices 13:31 – How Eric’s team structures content creation and distribution across the team 15:57 – How to continue to have great collaboration within a remote environment 18:42 – How Joe prevents confusion and complications when monitoring and managing so many schools 22:58 – How ACC has dealt with the changing sports schedule since the COVID-19 outbreak 29:26 – How Joe turned the cancellation of the 2020 ACC Men’s Basketball Tournament and turned it into something positive 33:49 – Whether Joe uses paid social to promote the championships and gain exposure, etc. 41:01 – How to deal with negativity on social media Resources Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Find out how you can launch your first LinkedIn campaign with $100! Learn more about the ACC  Visit SocialPros.com for more insights from your favorite social media marketers.

Chief Marketing Officer at Jobvite, Jeffrey Rohrs, joins the Social Pros Podcast to discuss how social media has impacted the recruiting process and why recruiting is the new 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 LinkedIn Full Episode Details Whether you want to recruit new employees or new customers, all brands should implement recruitment strategies in their marketing. Chief Marketing Officer at Jobvite and previous host of this very podcast, Jeffrey Rohrs, believes that recruiting is the new marketing. Promoting and getting the best candidates starts with social media. If you want to reach the most qualified people for the role you want to fill, you must get the “best amplification of the opportunity in the marketplace, and LinkedIn certainly has cracked the code on that.” Many brands don’t realize that many of the basic recruitment tactics that effectively attract the right people can be used to recruit customers. As more brands pivot to empathetic marketing and spreading messages around diversity, we’re starting to see that more prospects resonate with messages they see on social media. We talk about all of this on this episode of the Social Pros podcast, where Jeffrey makes a comeback and reveals how you can join marketing and recruiting in your social media efforts. In This Episode: 07:38 – How Jobvite leverages LinkedIn 09:25 – How to get better at merchandising your brand’s opportunities 12:58 – How social media has impacted the recruiting process 17:00 – Why brands should share their employees’ stories 20:57 – How to increase awareness of your brand’s position on diversity and inclusion 23:56 – How Jeffrey promoted the “Summer to Evolve” series on social media 31:08 – How to avoid social, event, and zoom fatigue 38:16 – Why it’s so important to hire for adaptability Resources Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Find out how you can launch your first LinkedIn campaign with $100! Learn more about Jobvite Learn more about The Summer to Evolve series presented by Jobvite Take the 10 minute assessment – The EVOLVE Talent Acquisition Framework Read “Audience: Marketing in the Age of Subscribers, Fans and Followers,” by Jeffrey K. Rohrs Visit SocialPros.com for more insights from your favorite social media marketers.

Amanda Robinson, the Founder of The Digital Gal, joins the Social Pros Podcast to discuss her new book, “Ultimate Guide to Social Media Marketing,” and the power of messenger chatbots, and why more businesses need to embrace this incredible technology. 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 Everyone has a superpower. You could be a master on Instagram, a LinkedIn expert, or a pro at social media marketing. Whatever your superpower is, you need to find it and leverage it. However, although your powers may reside with one social platform, you need to know what’s going on around you. Amanda Robinson, the Founder of The Digital Gal, suggests that every social pro must identify their superpower and then strive to understand other platforms. If you just operate in your lane, you won’t be prepared to handle something unexpected up ahead. In this episode, we talk to Amanda, The Digital Gal herself, about her new book, “Ultimate Guide to Social Media Marketing,” and how to use Facebook ads and messenger bots for maximum results. Many people misconstrue messenger bots to be invasive and problematic. According to Amanda, that’s not what a messenger bot is at all – “A messenger bot is about giving - giving back to people, giving value, giving a better experience, & giving faster information.” In This Episode: 04:16 – The challenges of writing a book about social media 06:24 – Why you need to find your social media superpower while having general knowledge about other platforms 09:47 – What people are doing wrong on social media 13:59 – What messenger marketing chatbots are and what you need to know about them 21:59 – How to manage messenger marketing chatbots 26:02 – How to measure the performance of chatbots 30:58 – How to convince others about the value and importance of chatbots 33:30 – How Amanda’s workshop students differ from those that came before   Resources Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Learn more about The Digital Gal Read “Ultimate Guide to Social Media Marketing” Visit SocialPros.com for more insights from your favorite social media marketers.

Jessica Leachman, Global Social Media Insights & Analytics at a Global Biotech Company, joins the Social Pros Podcast to talk about how to structure social media success on a global scale. 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 is almost impossible to be successful in social unless you believe in the mission of your organization. Jessica Leachman, Global Social Media Insights & Analytics at a Global Biotech Company, is emotionally invested in the outcomes of the organization she works for in a genuinely palpable, powerful, and persuasive way. Jessica works for a major pharmaceutical and biotech company, and being passionate about the organization is about more than merely wanting the organization to be profitable and successful. Jessica cares about saving lives. Her genuine care for people has motivated her to build the company’s wildly successful social media presence so that they can reach, engage, and help even more people. If you’ve been looking for a masterclass on how to do social media for a large multinational cooperation, this is the episode you’ve been waiting for. Even if you are a social practitioner for a small business, there is a lot of powerful insights that you can take from this episode and use in your own business. In This Episode: 04:27 – How this Global Biotech Company is organized in terms of social media 06:41 – What social channels are used to reach patients and caregivers vs. medical professionals 08:48 – How social media adoption and integration has evolved 10:27 – How Jessica and her colleagues interact with social channels that are popular in other countries 11:50 – An insight into how the organization engages with their audience on social media 15:09 – Specific social media restrictions that must be followed 17:13 – How Jessica built a social strategy that incorporates the global nature of her role 22:13 – How to use the 80/20 rule to maximize social media success 24:32 – How doing social media right can save an organization money 31:08 – How social listening has helped this global organization find new ideas, concepts, and content 36:42 – How the world of dance and social media collides Resources Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Jessica’s LinkedIn profile Visit SocialPros.com for more insights from your favorite social media marketers.

Jenn Herman, Instagram Expert from Jenn’s Trends, joins the Social Pros Podcast to discuss how Instagram’s core strategies have not changed in years and what businesses can do to grow their accounts. 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 Since its launch back in 2010, Instagram has continued to reign as one of the most popular social media platforms of all time. One billion people use Instagram each month, and although the platform often releases new features, it has stayed very true to its origins. Instagram is about so much more than sharing photos and videos with friends and family. It has become a vital tool for businesses that leverage Instagram’s features to reach new audiences and engage with existing customers. Jenn Herman is an Instagram Expert and the world’s forefront blogger on Instagram marketing. She claims that although small things have changed (the introduction of Instagram Reels, for example), the platform’s core strategies have not changed in years. You can still use the same core strategies to help grow your account and gain a following. In This Episode: 03:24 – How Jenn helped write “The Ultimate Guide to Social Media Marketing” 05:41 – How Instagram’s core strategies have not changed in years 07:06 – Why you shouldn’t post TikTok content on Instagram Reels 10:41 – How to create authentic reels 13:25 – Whether it’s time for brands to post more light-hearted content 16:09 – Why TikTok and Instagram usage has increased during the pandemic 22:23 – How Jenn and her co-writers wrote their book virtually and how they segmented topics 29:15 – How to keep a book about social media marketing relevant and up-to-date Resources Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners 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.

Jason Dorsey, the President and Lead Researcher of The Center for Generational Kinetics, is our guest on this fascinating episode of the Social Pros Podcast. We discuss how Gen Z thinks when it comes to digital and social, and what brands can learn about selling and marketing to Gen Z. 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 Are you still trying to figure out how to reach and connect with Gen Z? New generations are rapidly changing how brands engage with their audiences. The problem is, for many brands, younger generations are still a vast mystery. Jason Dorsey, the President and Lead Researcher of The Center for Generational Kinetics, potentially knows more about Gen Z than anyone on the planet. He can pinpoint the fundamental differences in how Gen Z thinks about digital and social, and it is manifestly different from what many of us might think. By studying generations closer and developing a better understanding of how they think, you will be in a much stronger position to create marketing messages that target new generations. Jason shares one truth bomb after another in what is potentially one of the most fascinating episodes of Social Pros that we’ve ever done. In This Episode: 03:55 – The foundational impact that social media has had on Gen Z 07:21 – How to craft social media messages that Gen Z want to engage with 13:25 – How Gen Z’s can be influential to older audiences that brands want to attract 17:50 – Why Gen Z trusts social media influencers, even though they’re being paid 21:02 – How Gen Z alters their behavior and choices based on online reviews 25:46 – Why brands must agree on the non-negotiables of their organization before deciding what to post on social media 30:38 – How to balance your social media content in a way that attracts Gen Z Resources Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Learn more about The Center for Generational Kinetics Visit Jason Dorsey’s personal website Read ‘Zconomy’ by Jason Dorsey   Visit SocialPros.com for more insights from your favorite social media marketers.

Anna Hrach, Content Strategist at Convince & Convert, sits on the other side of the microphone for this episode of the Social Pros Podcast to discuss how her and the team built an app that has the potential to help reduce the spread of COVID-19. 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   Full Episode Details Research is key to success Never underestimate the power of research. Yes, intuition and going with your gut instinct can help you reach greater heights on social media, but research is what will help you achieve your biggest goals. Content Strategist at Convince & Convert, Anna Hrach, leveraged the power of research to do something truly remarkable. Since the start of the COVID-19 outbreak, it’s become vitally important to help reduce the spread of the virus by listening to advice from medical professionals such as wearing a face mask and following social distance rules. However, Anna and the team at Convince & Convert took it one step further by helping our client, The University of Arizona, launch an app that alerts you when it suspects you may have had potential exposure to COVID-19 from somebody who has tested positive. It’s a ground-breaking app and one that can potentially help reduce the spread of the virus and save thousands of lives. Hear all about it on this episode of Social Pros with the wonderful, Anna Hrach. In This Episode: 04:13 – Anna describes her role as a strategist at Convince & Convert 05:11 – How the COVID Watch Arizona app came about and how it works 07:46 – The important role of developing and utilizing research to help get the app up and running 09:21 – How the five distinct segments of the college student population were believed to interact with the app differently 12:43 –Why it was so important to use assets and messaging that reflected how students communicate with each other 14:25 – The mechanics of the second set of assets that other parts of the campus could use and why this approach was so effective 16:58 – How student influencers helped to spread awareness of the app amongst their peers 19:42 – How we used social listening to help answer people’s questions about the app 24:33 – How the app was received in terms of downloads 28:04 – What Anna would have done differently back when the app first rolled out Resources: Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Learn more about The University of Arizona Find out more about the Covid Watch Arizona App Visit SocialPros.com for more insights from your favorite social media marketers.

Stephanie Liu, the Founder of Lights, Camera, Live, is our special guest on this episode of the Social Pros Podcast, where she reveals the best practices for live streaming and how to make the most of your live stream content. 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 Full Episode Details Is there more to live streaming than the ‘going live’ part? Stephanie Liu, the Founder of Lights, Camera, Live, knows more about live streaming than anyone we’ve ever had on the show. Hosting a live stream is one thing, but it’s what you do with that content after the ‘lights go out’ that really matters. Stephanie talked about the importance of repurposing your live stream content because “when you’re top of mind, you’re tip of tongue.” Repurposing content is like creating “digital confetti” that you can spread all over the internet. Live streaming is one of the best ways to show your audience your expertise and authenticity, making it so much easier for them to build rapport with you. Stephanie shares many useful tips from pre-production to what you can do to build on the original content you have created. In This Episode: 05:30 – The benefits of live vs recorded video 06:34 – Whether episodic live content performs better than single execution live streaming 08:34 – Stephanie shares her ultimate 10x10 formula for episodic content 10:24 – What social channels are better suited for live streaming 14:51 – How Stephanie’s company faced the growing desire to live stream as a result of the pandemic 16:38 – How to promote your live streams 19:08 – Why you should focus on your bare-bone basics to get started with live streams 22:18 – How to repurpose your live stream content 25:38 – Why social pros have to be open to experiment 27:29 – Why you shouldn’t be so quick to dismiss your own opportunities  Resources Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Launch your first LinkedIn campaign with $100! Find out more about Lights, Camera, Live Read Stephanie’s book, ‘Ultimate Guide to Social Media Marketing’ Visit SocialPros.com for more insights from your favorite social media marketers.