Social Pros Podcast

In this special episode of the Social Pros Podcast, Jay and Adam dive into the biggest trends to impact social in 2019 so far.  Please Support Our Sponsors: 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  Emma   Top 6 Social Trends in 2019  We’re already mid-way through the year and we’ve seen tons of fascinating social media trends emerge across the various platforms. With the social space continuously changing and evolving, social marketers have got to stay ahead of the game if they don’t want to get left behind.  The Social Pros Podcast has been on fire this year with a stream of remarkable guests including some of the top social media professionals in the country. In this special episode, Jay and Adam take a look back at some of the stand-out episodes of the year to reveal six of the biggest social trends in 2019 so far.  Some of the trends you’ll hear about were brought to the light by previous guests on the show while others were pulled from Jay and Adam’s work as strategists for great brands from around the world. Let’s just say that if you haven’t been paying attention to social trends, now is the time to perk up and listen in!  In This Episode:  05:19 – How user behavior on social is changing according to The Infinite Dial Report 2019  11:30 – Why you should think of channels as a unique place to deploy a particular strategy and the future of social commerce  15:52 – What social platforms are getting more traction in 2019  21:29 – How user-generated content and influencers have become a must-do for almost every brand  30:03 – How ratings and reviews impact B2C and B2B companies  34:40 – How LinkedIn has become a content powerhouse  Resources:  Get the new State of Marketing report for free from Salesforce here.  Find out more about the community at SocialMedia.org with a special form for Social Pros listeners here.  Find out more about Emma’s email marketing platform here.  Download the Infinite Dial Report 2019 here.  Read ‘Hug Your Haters’ by Jay Baer here.  Visit SocialPros.com for more insights from your favorite social media marketers.

Paul Roetzer, the Founder and CEO of PR 20/20 and Marketing Artificial Intelligence Institute, joins the Social Pros Podcast to discuss the impact of AI on social media professionals.    Please Support Our Sponsors: 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  Pattern 89   It’s Time To Pay Attention To Artificial Intelligence  You can’t deny that artificial intelligence keeps getting smarter, faster, and more powerful by the day. As social media professionals, we’re starting to rely on AI more and more to assist and improve our marketing efforts.  However, there seems to be a dark cloud of fear and uncertainty surrounding AI. In fact, no other form of technology has received quite as much negative PR as AI and Paul Roetzer puts it down to the fact that very few people actually know and understand what AI is.   What many marketers fail to realize is that you interact with AI numerous times a day. We’re talking Netflix, Facebook and even your iPhone – all of them are powered by intelligent algorithms. But as a consumer, you don’t care. It makes your life more convenient and, according to Paul, that’s what will happen as our marketing tools continue to get smarter. It’ll simple make marketing easier for us.  So, is now the time we need to start paying attention to artificial intelligence? Or, as many of us fear, are the machines coming for our jobs? Tune in to find out!  In This Episode:  03:23 – Why we should start paying attention to marketing artificial intelligence   05:28 – Why AI gets a bad rep and the difference between AI and machine learning  11:00 – How AI can help you make better marketing predictions   15:27 – How social practitioners can understand AI quicker than their competitors  21:42 – Whether you should be concerned about robots taking over your job  24:51 – Who needs to become ‘AI Specialists’ in your in-house marketing department   Resources:  Get the new State of Marketing report for free from Salesforce here.  Find out more about the community at SocialMedia.org with a special form for Social Pros listeners here.  Learn more about how you can use Pattern 89 as your paid social utility belt here.  Find out more about the Marketing Artificial Intelligence Institute here.  Get your tickets to the Marketing Artificial Intelligence Conference here.  Download The Ultimate Beginner’s Guide to AI in Marketing for FREE right here.  Use the free resource, “AI Score for Marketers,” here.  Read “Automate This: How Algorithms Came to Rule Our World” by Christopher Steiner here.  Read “Human + Machine” by Paul Daugherty and James Wilson here.  Read “Prediction Machines: The Simple Economics of Artificial Intelligence,” here.  Take Andrew Ng’s FREE course, “AI For Everyone” here.  Visit SocialPros.com for more insights from your favorite social media marketers.

Michael Port, the Co-Founder and CEO of Heroic Public Speaking, joins the Social Pros Podcast to discuss the power of storytelling and how to eliminate the fear of creating video for social.  Please Support Our Sponsors: 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:  Sales Force Marketing Cloud  Emma    How to Overcome Fear of Creating Video in Social Media  Telling stories through video is all about capturing your audience’s attention and holding it long enough to cultivate an interest in your message. If you haven’t leveraged video thus far and have still managed to achieve some level of success on social, it’s probably because you’re telling good stories. The question is, how can you take your stories and transfer them to video?  When thinking about creating a video for social, Michael Port, the CEO of Heroic Public Speaking, suggests that you start with Aristotle’s concept of the three-act structure. Every story has a beginning, middle, and end. It’s up to you to decide how you’re going to present the setup, confrontation, and resolution of your story in the most effective way possible on social.  Social media that spreads only spreads because the stories are well told. When you understand how a story is organized, sculpted and told, you can use that knowledge to get people to not only see the world differently but think, feel and act differently.   In This Episode:  05:14 – How to transfer your stories to the screen using the three-act structure   09:37 – Why you need to understand how to create and release tension on social  10:59 – How to drip feed your story to create intrigue and build an audience   18:23 – Why you should make strong choices with your video content  22:46 – How to get better on camera and create engaging videos   27:37 – How to effectively package and present pitch ideas to potential clients  38:31 – Michael’s top tips for creating a video in social media  Resources:  Get the new State of Marketing report for free from Salesforce here.  Find out more about the community at SocialMedia.org with a special form for Social Pros listeners here.  Find out more about Emma’s email marketing platform here.  Learn more about Heroic Public Speaking here.  Listen to Michael’s, ‘Steal the Show’ Podcast here.  Read Michael’s new book, “Steal the Show” here.  Visit SocialPros.com for more insights from your favorite social media marketers. 

Lauren Teague, the Digital Strategist at Convince & Convert, joins the Social Pros Podcast to talk about how to plan and prepare for broadcasting live social media content.  Please Support Our Sponsors: 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  Emma   How to Not Screw Up Your Live Social Media Content and Broadcasts  Broadcasting social media content live to the masses is intimidating if you lack the confidence and experience of a professional journalist. But, thankfully for us, there are measurements you can take to help you prepare.  Lauren Teague, the Digital Strategist at Convince & Convert, re-joins the Social Pros Podcast following a decade hiatus since her last cameo. This time, she lays the groundwork when it comes to real-time content and reveals what it takes to win in a situation where you’re competing against professional journalists and publications who are trying to get the same story out at the same time.  When you go live on social, you’re not just competing against yourself. You’re competing against everyone else in the room because, in real time social, everything and everyone is competition. If you want to ‘win’ in those situations, you’ve got to find a way to put a twist on it and discern the one thing you can do that journalist can’t.  In This Episode:  06:14 – How social has changed over the last decade and the rise of real-time social  11:30 – Why you need to prepare and plan for your real-time content  15:35 – How to reconcile the use of organic and paid content with your customers  18:39 – The power of incorporating emojis in your live social content  23:53 – An insight into the social media metrics and measurement system used at Convince & Convert   29:14 – Lauren shares the aspects of analysis that resonates with brand advocates compared to general customers   34:55 – Lauren reveals her favorite social network channel and why it’s so great for posting a variety of mixed media   Resources:  Get the new State of Marketing report for free from Salesforce here.  Find out more about the community at SocialMedia.org with a special form for Social Pros listeners here.  Find out more about Emma’s email marketing platform here.  Listen to Lauren’s fantastic podcast, “Mom Buns” here.  Visit SocialPros.com for more insights from your favorite social media marketers. 

Jessica Jensen, Global Director of Marketing at Qualcomm, joins Social Pros to discuss how she leverages influencer marketing in the B2B world.  Please Support Our Sponsors: 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:   Sales Force   Pattern 89  How Qualcomm Grew a Thriving Influencer Marketing Program from Scratch  Influencer marketing is about more than finding a “celebrity” to post a selfie with your merchandise. If you want to leverage the power of influencer marketing to drive business, you need to carefully consider your approach.  During her time as the Global Director of Marketing at Qualcomm, Jessica Jensen has learned to take a methodical, procedural and creative approach to influencer marketing. But, above all else, she remembers to be human.   Whether you’re launching a new product or reaching out to an influencer you want to work with, you can’t be afraid to show your human side. Jessica reminds us that we’re in an era where the illusion of perfection is not okay. Your customers want to get to know the people ‘behind the mechanisms’ and this means you’ve got to work hard to build an authentic social presence.   In This Episode:  05:02 – How Jessica manages and deploys the digital marketing team at Qualcomm   08:36 – The power of identifying and leveraging social influencers in B2B   13:52 – The social strategy behind the Apple and Qualcomm legal battle   17:56 – How customer service works in a B2B market   19:54 – Why executives need to build their social presence on a more human level  26:19 – Jessica reveals her biggest challenges in marketing, PR and social in B2B  29:05 – An insight into how Qualcomm leverages video and live video on social   Resources:  Get the new State of Marketing report for free from Salesforce here.  Find out more about the community at SocialMedia.org with a special form for Social Pros listeners here.  Get your 14-day free trial with Pattern89 here.  Listen to The Social Currency Podcast Show with Jess Jensen and Tuck Ross here.  Check out the podcast, “Pivot with Kara Swisher and Scott Galloway” here.  Read “The Four: The Hidden DNA of Amazon, Apple, Facebook and Google” by Scott Galloway here.  Visit SocialPros.com for more insights from your favorite social media marketers. 

Griffin Thall, CEO and Co-Founder of Pura Vida Bracelets, joins the Social Pros Podcast to discuss how he has created the most engaged jewelry brand on Instagram. Please Support Our Sponsors: 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 Techsmith Is This the Best Business on Instagram? We hear a lot about influencer marketing on social media, and particularly on Instagram, where many brands have embraced influencer marketing to help sell their products and services, and build an engaged following. According to Edison Research’s 2019 Infinite Dial Report, Instagram (unlike Facebook) continues on an upward trajectory when it comes to the number of users on the platform. As such, influencer marketing is also on the rise and gained a lot of attention. But, how do you choose the right influencers?How do you work with influencers? How do incorporate influencer marketing with your overall marketing strategy?    Pura Vida are a shining example how to do this right. They are a brand that have succeeded through the power of social media. Griffin Thall, CEO and Co-Founder of Pura Vida Bracelets, shares how he has created the most engaged jewelry brand on Instagram through very thoughtful and well-managed mix of user-generated content and influencer content. In This Episode: 05:32 – The incredible story of Pura Vida Bracelets from humble beginnings in Costa Rica to millions of bracelets shipped monthly, working with 600+ artisans worldwide 10:44 – The ways that social media has propelled Pura Vida to where they are today 13:34 – How Pura Vida create content for Instagram by working with user-generated content (UGC content) and influencers 16:57 – Experimenting on Instagram to find out what’s right for your brand 21:11 – How to work with influencers in the most effective way 26:11 – The importance of working with brand representatives/ambassadors and the differences between online and in-person word-of-mouth marketing   29:48 – The power of reviews and social-proof 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 Pura Vida Bracelets by visiting their website Check out Pura Vida’s Instagram account Foursixty is the software Pura Vida use to help manage user generated content on Instagram Check out The Infinite Dial 2019Report Listen to The MFCEO Podcast and find out more about Andy Frisella Visit SocialPros.com for more insights from your favorite social media marketers.

Tom Webster, Senior Vice President of Strategy and Marketing at Edison Research, joins the Social Pros Podcast to discuss how and why Facebook lost an epic portion of users in just two years.  Please Support Our Sponsors: 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:  Sales Force  Pattern 89 Facebook Lost 15 Million Users, What Now?  The social media landscape seems to have leveled off over the last few years with no major changes to its user base to trouble ourselves with. That is, until now. According to Edison Research’s 2019 Infinite Dial Report, Facebook’s user base declined by a staggering 15 million since 2017.  Tom Webster, the Senior Vice President at Edison Research, put the numbers in perspective when he compared Facebook’s usage decline to the population of Pennsylvania & New Mexico combined. The results from this comprehensive and highly-regarded survey follow a similar pattern as last year, which saw a Facebook usage decline of eight percent in 2018.  Is this the end of the road for Facebook? Why, after so many years of growth and prosperity, has Facebook seen such a drastic reduction in usage in the United States? Tune in to hear from Tom Webster, the man with his finger on the pulse of what’s happening on social media and who can tell us once and for all if it’s time to finally abandon Facebook as a social media tactic.  In This Episode:  07:10 – What the findings from this year’s Infinite Dial Report means for the future of Facebook   14:46 – Why Pinterest is a great platform for ad targeting   16:31 – An insight into the questions that Edison Research receives from major social networks  19:46 – Why you shouldn’t underestimate the power of LinkedIn as a social platform  22:10 – How smartphone and tablet usage has impacted screen real estate   29:49 – Why the popularity and usage of speaker technology will continue to evolve  Resources:  Get the new State of Marketing report for free from Salesforce here.  Find out more about the community at SocialMedia.org with a special form for Social Pros listeners here.  Get your 14-day free trial with Pattern89 here.   Learn more about Tom’s work by visiting his website.  Find out more about Edison Research here.  Check out The Infinite Dial 2019 Report here.  Download The Podcast Consumer 2019 Report here.  Read “Youtility: Why Smart Marketing Is about Help Not Hype” by Jay Baer here.  Read “The Undoing Project: A Friendship That Changed Our Minds” by Michael Lewis here.  Try Tom’s recommended Sipsmith gin, “V.J.O.P.”   Visit SocialPros.com for more insights from your favorite social media marketers.

Joseph Jaffe, Admiral, Co-founder at The HMS Beagle and author of ‘Built to Suck,’ joins the Social Pros Podcast to discuss why all companies and social networks are built to suck. 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 Emma   Are Social Networks Built to Suck? Washed up social media networks litter the shores of the internet. Old-time favorites like MySpace and Bebo are nothing but foggy memories for most of us and even the big leagues aren’t safe. Nowadays, we’re all in the survival business doomed to delay our inevitable ‘suckage’ for as long as possible. Facing this daunting reality, companies need to uncover a way to cheat the sands of time. Serial entrepreneur and seasoned author, Joseph Jaffe; Admiral, Co-founder at The HMS Beagle has created a new discipline called survival planning that’s designed to help companies outsmart their own demise. If you’re worried about the future of your business, take a page from Charles Darwin’s book, who once said; “it’s not the strongest of species that survive, nor the most intelligent, but rather the one that is most adaptable to change.” You may not have the power to avoid ‘suckage’ forever. But, at the very least, this episode will help guide you on your journey to survival.   In This Episode: 05:07 - Why you need to be adaptable to survive in business 06:33 – Why companies need to figure out the ‘talent design’ challenge 11:05 – Why most marketers are “Built to Suck” 15:36 – How to survive the ‘corporate apocalypse’ 20:26 – How social can both prevent and manifest a corporation’s ‘suckage’ 23:00 – Which social networks are the most ‘Built to Suck’ 39:57 – Why some companies survive, and others don’t   Resources: Get the new State of Marketing report for free from Salesforce here. Find out more about the community at SocialMedia.org with a special form for Social Pros listeners here. Find out more about Emma’s email marketing platform here Read Joseph Jaffe’s NEW book, “Built to Suck: The Inevitable Demise of the Corporation…and How to Save It?” Check out ‘Marketing Is Everything’ by Regis McKenna Learn more about Joseph’s H.M.S. Beagle consultancy firm Listen to the Jaffe Juice Podcast Read Jim Collin’s book, ‘Built to Last’   Visit SocialPros.com for more insights from your favorite social media marketers.

Adam Pierno, the Associate Vice President Marketing Strategy of Arizona State University joins the Social Pros Podcast to discuss how universities can leverage social for powerful branding. Please Support Our Sponsors: 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 Emma In This Episode: 05:00 – How brands can leverage a centralized marketing function to manage social chatter 08:24 – The online mechanisms ASU leverage to boost student advocacy 12:20 – An insight into the strategy and key functionalities behind ASU’s robust rewards app 17:17 – How to work with corporate partnerships to benefit both parties 21:42 – How to identify the best agencies to work with from the timewasters 24:40 – Why you need to understand visuals no matter your job role 27:41 – How to use new techniques and strategies to communicate with your ‘best customer’ How America's Largest University Uses Social For Branding  Branding today is worlds apart from what it used to be 100 or even 10 years ago. The strategies used back then may as well be locked inside a time capsule and tossed into the sea. The world has changed. And, the way brands use social media to engage with their audiences has changed. Nobody knows this better than Adam Pierno, who understands how to build brands by finding what is meaningful to their target audiences. Brands can learn more about their ‘best customer’ from observing pop culture than staring blankly at a soulless growth chart. And, when you’re America’s largest university, knowing how to integrate brand components to create a consistent persona across all your social channels is vital. A mistake that many brands continue to make is when they try to become a student of the platform or a student of the tools. As Adam teaches in his new book, ‘Specific’, you’ve got to become a student of the audience. In this episode, Adam reveals how you can do just that and reach out to your audience in a way that feels personal and specific to what they care about on social media today. Resources  Get the new State of Marketing report for free from Salesforce here. Find out more about the community at SocialMedia.org with a special form for Social Pros listeners here. Find out more about Emma’s email marketing platform here Read Adam Pierno’s NEW book, “Specific” here. Check out Adam Pierno’s book, “Under Think It” here. Listen to The Strategy Inside Everything podcast here Visit SocialPros.com for more insights from your favorite social media marketers.

Christopher S. Penn, Co-Founder of Trust Insights and Co-Host of the Marketing Over Coffee podcast, joins the Social Pros Podcast to discuss the role and impact of artificial intelligence in the digital marketing universe. 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 Pattern89 In This Episode: 06:18 – How AI will impact digital marketing and creative roles 09:18 – How AI can assist with content generation and the decision-making process 15:24 – How social media professionals can harness the power of AI 19:55 – The difference between algorithms and artificial intelligence 22:17 – Why businesses need to think about the problems they can solve with AI before investing in the software 22:22 – How you can use AI to forecast search terms for your marketing campaigns 29:16 – How an organization’s ethics influences AI applications and software 35:09 – Why natural language generation is the ‘next big thing’ in AI marketing The AI Landscape in Marketing Whispers in tech labs, digital marketing agencies and offices around the world disclose a certain amount of trepidation that computers will take over jobs. The evolution of artificial intelligence is relentless. You could leave the room to grab a cup of coffee, and by the time you sit back down at your desk, you’ll read headlines promising a new, more advanced model for natural language generation or even content creation. But, is this enough of a reason for marketers and those working in creative industries to feel intimidated or threatened by AI? As Christopher S. Penn predicts, in the near future, either your job will be to manage the machines, or the machines will manage you. But, if you learn to prepare your career for AI and understand how you can harness its power without making yourself redundant, you’ll secure your position for many years to come. Resources: Get Chris’ new book AI For Marketers: An Introduction and Primer Awaken your superhero by visiting Chris’ website here. Learn more about Chris’ AI consulting firm, Trust Insights, here. Listen to the Marketing Over Coffee podcast here. Subscribe to Chris’ Almost Timely Newsletter here. Grab the FREE Ethics and Data Science book here. Follow @cspenn on Twitter here.   Visit SocialPros.com for more insights from your favorite social media marketers.