Social Pros Podcast

Jill Paider, an award-winning photographer and creative director, joins the Social Pros Podcast to discuss the importance of sharing photogenic content on Instagram and how 'social photography' has impacted the industry. 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 Full Episode Details When most people think about creative minds, they recall world-renown artists, novelists, architects and so on. However, what you might not realize is that social pros are creatives too. It takes a lot of creative thinking to produce and publish great posts and come up with effective marketing strategies that can propel a brand's growth. But, can creativity be taught? Or, is it something that only the Leonardo da Vinci's and Steven Spielberg's of the world are born with? Jill Paider is an award-winning photographer and creative director. She has published 21 books and believes that inspiration fuels creativity. The only problem is that if you are a creative, inspiration isn't a luxury, it's a necessity. You have to learn how to spark inspiration to keep doing the work that you love. You can't wake up one morning and procrastinate because you weren't feeling inspired. You've got to train your brain to fire on the cylinders and keep the creative juices flowing no matter what. In This Episode: 06:55 – How to train your brain to get into a creative routine 09:16 – Why and how to silence the voice of your inner perfectionist 12:19 – Tips for balancing travel and work 14:03 – How the professional photography industry has been impacted by social photography 19:24 – Why photography is deemed as 80% creative and 20% technical 22:39 – How to use social to promote books 30:28 – How to be patient as a photographer and social media professional 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 how to use emma to help you design stunning emails that 'win the inbox' Read Jill Paider's book, "Getting Ahead: The Creative's Guide to Staying Inspired & Doing the Work You Love" Visit SocialPros.com for more insights from your favorite social media marketers.

Greg Hounslow, Emerging Media Manager at WestJet, joins the Social Pros Podcast to discuss how the airline has propelled their online presence to become the number one brand on social in the airline industry. 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 Building a Number One Brand on Social Influencer marketing has definitely made its mark on social. But, as with most things in life, there's a right and wrong way to do influencer marketing. Many businesses make the mistake of pursuing influencers just because they have a large following, but that doesn't always mean that they can add real value to your business. According to Greg Hounslow, the Emerging Media Manager at WestJet, you should also consider the content output an influencer provides and whether it can actually help drive your brand and ROI forward. WestJet is the number one airline on social media, winning multiple awards for their strategy and performance. Other brands in the airline industry struggle to rival their success and their secret is simple – rather than stick to the same strategy year after year, they've continued to evolve alongside social media. In This Episode: 07:17 – How the social programme at WestJet is organized 11:56 – How WestJet's team expectations have shifted over the last five years 15:00 – The benefits of evaluating organic reach through fan engagement and evaluating paid from a revenue generation perspective 17:06 – How WestJet's content strategy has evolved 20:37 – How the customer care team responds to negative feedback 29:22 – Greg predicts the future of chatbots 34:40 – When influencer marketing works and when it doesn'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. Learn more about how emma can help improve your email marketing strategy Listen to episode 107 of the Social Pros Podcast to hear Greg discuss how WestJet uses social media to enhance customer relations Visit SocialPros.com for more insights from your favorite social media marketers.

Jen Hartmann, the Public Relations and Social Media Manager at John Deere, joins the Social Pros Podcast to discuss how a 180 year old brand leverages paid 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 Emma Social is no longer a free marketing tool There was a time when social could be used as free marketing. The only price you had to pay for some engagement was time and maybe a little bit of luck. However, putting the same message on multiple platforms and hoping for the best isn't going to cut it anymore. Paid social is arguably the most effective way for brands to expand the reach of their content. Instead of saturating your audience with content, you need to consider targeting the right audiences, at the right time and on the right social platform. Jen Hartmann, the Public Relations and Social Media Manager at John Deere, agrees that social is no longer the free marketing tool it used to be. As you can imagine, it was a challenge for her and the social team to transform the corporate strategy of a business that has been in the game for 180 years. Tune in to find out how paid social helped John Deere target their specific audience with the right message at the right time and how to make it work as part of a much larger marketing communications program. In This Episode: 08:25 – How to work with multiple social media stakeholders from different countries 13:07 – How to know when you're one of the best social brands in the world 16:46 – How to balance the content you share with your audience 21:25 – How brands can insert themselves into conversations on social without being tagged or invited 26:58 – Why brands should stop looking at social as free marketing and start seeing the benefits of paid social 31:31 – An insight into John Deere's influencer marketing strategy 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 how to stay connected with your email marketing subscribers using Emma Find out more about John Deere's heritage and equipment Visit SocialPros.com for more insights from your favorite social media marketers.

Marissa Sharpless, Sr. Manager, PR and Social Media at Cinnabon, joins the Social Pros Podcast to discuss the power of storytelling 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 emma Storytelling on Social People have been telling stories since the dawn of time. A great story has the power to bring people together and foster meaningful relationships between brands and customers. But with no recipe to follow, how can you use social for storytelling? The good news is that you don't need a massive following to start connecting with your audience via storytelling. Even if you only have a handful of followers, knowing how to tell a good story on social can make waves that resonate outside of your community. As Marissa Sharpless, Sr. Manager, PR and Social Media at Cinnabon rightly says, your storytelling ability is what will help you transform your fans into brand advocates. You don't need to turn yourself into the next George R.R. Martin to be able to tell a story people will connect with. Your story could be something 'small' or as big as changing the world one Cinnabon at a time. In This Episode: 04:23 - How Marissa went from being a reality TV star to the Sr. Manager of PR and Social Media at Cinnabon 09:39 – How Marissa's background in broadcast journalism has helped her fuel Cinnabon's success on social 11:00 – What it's like working with multiple franchise owners 16:05 – How Cinnabon views paid social and use it to boost customer advocacy 19:03 – How to incorporate UGC in your brand storytelling 23:33 – How to use Twitter Chats and social listening to bond with your community 34:18 – How Cinnabon utilizes data when it comes to sales attribution 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 how emma can help you take your email marketing strategy to the next level Find out more about Cinnabon Bakery and their tasty treats! Visit SocialPros.com for more insights from your favorite social media marketers.

Amrita Gurney, the Vice President of Marketing at CrowdRiff, joins the Social Pros podcast to discuss how brands can leverage the power of user-generated content to build their audience. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Emma Defeat the challenges of UGC User-generated content has equipped brands with an infinite pool of videos and images to share with their audience. But, there's a lot to think about when it comes to building a user-generated content strategy and making sure you're not stepping on any legal toes is just the tip of the iceberg. A simple search on Instagram is all it takes to pull up millions of photos and some of them are good enough that brands want to use them. The combination of different educational resources available to help improve your images has led to this renaissance of photography that many of us could never have predicted, according to the Vice President of Marketing at CrowdRiff, Amrita Gurney. With a software platform like CrowdRiff, you can find UGC images that you can license and reuse for other purposes, helping your brand to promote authenticity, build trust and drive purchasing decisions. In This Episode: 03:52 – How brands can use CrowdRiff to get smarter with the way they use visual content to attract audiences 05:34 – How to get permission to use UGC photos 08:43 – Different ways that you can use UGC photos to promote your brand 10:26 – How to approach licensing and securing the rights to use UGC images 13:25 – How CrowdRiff uses AI to curate relevant images 15:54 – Tips for choosing visuals that perform well on social 26:21 – How the quality of images has evolved over the years 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 how Emma can help you reach your email marketing goals Discover how CrowdRiff can help you get smarter with the way you use visual content to attract audiences Visit SocialPros.com for more insights from your favorite social media marketers.

David Armano, Global Strategy Director at Edelman, joins Social Pros to discuss the relationship between word of mouth and 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 Airtable Consumers Trust Influencers Did you know that 63% of consumers trust influencers about brands more than they trust brands about brands? This has got to be one of the most undeniable proof points for the viability of peer to peer influence. Yet, so many brands still shy away from influencer marketing. The truth is that consumers are more likely to believe what they hear about a brand via word of mouth than what the brand says about themselves. Consumers listen to influencers because they trust them, and they're entertained by them in some way. However, it's not all sunshine and rainbows in the influencer space. As David Armano cautions, the influencer marketing space has a lot of rampant fraud. Yes, brands can leverage influencers to get in front of the right audiences. But, technologies also have the power to drive fake followers and engagement using bot farms, which can damage the authenticity of the results. In This Episode: 06:08 – How Edelman structures their social digital team 08:34 – How social campaigns have evolved over the last decade 15:36 – How much testing and experimentation brands should do in social digital 20:17 – How Edelman's Trust Barometer works 25:07 – The relationship between influencer marketing and word of mouth 29:28 – How to assess whether a spokesperson is suitable for a brand promotion 35:48 – How issues in crisis communication has changed in the era of social 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 more about how Airtable can help you organize your work and get your free guide on how to use your social media calendar better Learn more about Edelman and how they can help you earn trust through communications Download the results from the 2019 Edelman Trust Barometer Visit SocialPros.com for more insights from your favorite social media marketers.

Blake Lawrence and Adi Kunalic, Co-Founders of opendorse, join the Social Pros Podcast to discuss their incredible athlete marketing platform and how its revolutionizing the way the sports industry use 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 Pattern 89 Power Comes with Content The influencer marketing landscape is at its pinnacle with brands seeking help from 'prized' influencers to drive their message to audiences large enough to pack out hundreds if not thousands of sports stadiums. But not every influencer is a born marketer. Athletes are prime examples of influencers who, despite not being natural marketers, get worldwide attention from their social audience. Thus, brands and sponsors see athletes as the "golden chalice" of influencers who have the unique power to reach millions of sports fans with every post they publish on social media. According to Adi Kunalic and Blake Lawrence from opendorse, the ability to reach the masses on social isn't exclusive to the most influential entities in sports media. The average athlete has a 6% engagement rate on social compared to the average sports team, which has an engagement rate of just 0.3%. In This Episode: 03:58 – How athletes use opendorse to share content with their audience 08:34 – Why more employee advocacy platforms should consider personalizing the experience 12:39 – How opendorse can help you build your brand 18:03 – What type of content works best for engagement 22:39 – How to use reporting and analytics to get more value from influencer marketing 32:23 – How opendorse can help brands establish relationships with athletes 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 Pattern 89 can help you reduce costs and increase revenue with your social ads. Find out more about opendorse and how they can help you share content with athletes here. Visit SocialPros.com for more insights from your favorite social media marketers.

Ryan Thompson, CMO of Blue Heron, joins Social Pros to discuss social strategy in the hospitality industry and why you should keep tabs on what your guests are saying on review sites. 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 Airtable Listen to your customers online! The hospitality industry can use social media to strengthen relationships with existing customers, promote their hotels and attract new guests. However, many hotels haven't grasped the concept of social as an effective marketing communication tool. While they're busy catching up, companies like Caesars Entertainment use social to swarm its customers and boost their online presence. Social is a window into your customers' lives and if you're in the hospitality industry, you need to pay close attention to what your guests are saying about you online. 95% of travelers read online reviews before booking. So, if you roam in the travel and hospitality space, you need a frontline social team to respond to reviews whether guests are singing your praises or not. As our guest, Ryan Thompson, says, if you're doing a good job of attracting the right people with your offering, your guests will help define the voice of your brand. Surprisingly, as Caesars Entertainment has proved, you don't need an enormous team to surround your customers on social. In This Episode: 06:44 – How to structure a frontline social team and maintain a range of tonality across all social channels 13:01 – Tips to help hospitality businesses improve reach and engagement 16:30 – Why hospitality businesses need to pay close attention to review sites 19:11 – How to work with social influencers and brand ambassadors 24:03 – How email marketing can assist your social strategies 29:16 – How to use geo-based marketing and long-term campaigns to attract customers 33:34 – How to approach budgeting in a multifaceted organization 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 Airtable and get your free template here. Listen to this Social Pros Podcast episode featuring Carlos Garcia, CEO of HYP3R – "How Location-Based Social Chatter Unlocks Your Fans" here. Find out more about Caesars Entertainment here. Visit SocialPros.com for more insights from your favorite social media marketers.

Oz Etzioni, the CEO and Co-founder at Clinch joins the Social Pros Podcast to unveil how hyper targeting works in digital advertising. 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 Hyper-Targeting Works in Digital Advertising With the right data, you can learn more about the user you want to show an ad to and give them an experience tailored to the individual. Whether you're an advertiser, agency or publisher, data-driven personalized ads will boost performance and deliver higher ROI because people simply like content that is personable to them. If you want to crack the code of hyper-targeting in digital advertising, you've got to unearth and leverage the data that social platforms offer. Social ecommerce is the future and if you want to see an upward sales trajectory, your ads must reach the right person at the right time with the right message on the right channel. Oz Etzioni is the CEO of Clinch, an innovative omni-channel AI-powered personalization platform that delivers ad experiences tailored to the individual. If you want to communicate with customers in such a way that they want to do business with you, you've got to start offering an individualized creative experience. In This Episode: 04:20 – The value of crafting hyper-targeted digital ads 09:55 – How an omni-channel works 13:11 – What creative permutations drive the best results from personalized ads 18:22 – Addressing the potential invasiveness of this level of personalization and the associated privacy issues 20:22 – How the intersection of ecommerce and Instagram has grown 28:49 – Common objections related to hyper-targeting your creative ads online 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 more about Emma, the go-to email marketing platform Learn more about how Clinch can help increase return on ad spend using data-driven personalized messages with real time optimization Visit the client portal on Clinch to see lots of great case studies here. Visit SocialPros.com for more insights from your favorite social media marketers.

Senior Marketing Executive and Food and Hospitality Influencer, David "Rev" Ciancio, joins the Social Pros Podcast to talk about how to increase engagement on Instagram with a fine-tuned social media strategy. 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 Posting with Purpose Are you hungry for more engagement on Instagram? There was a time (long, long ago) when all you had to do was post a half-decent photo with a short, preferably funny caption and that was it. Nowadays, if you want to be classed as an 'influencer,' you've got to sharpen your game and make sure every post provides value to someone, somehow. As our guest, David (Rev) Ciancio says, "you've got to have a reason why you are creating and sharing content." If your posts don't provide any value, you'll continue to see tumbleweeds roll through your Instagram feed. Know your audience's pain points and give them content that they actually want and need. Rev is a Senior Marketing, Branding and Digital Strategist (and expert burger taster), who helps brands and businesses up their game on Instagram. As one of the country's leading food and hospitality influencers, what he has to say about marketing on Instagram is taken as gospel by many, especially for those in the food and restaurant space. So, if you're curious to find out more, grab a fork and dig in! In This Episode: 06:46 – Common mistakes to avoid with your Instagram bio 10:37 – What works when it comes to food marketing on Instagram 15:03 – How to use video effectively on Instagram and the importance of conveying customer experience 19:15 – Why UGC (User Generated Content) is so important when creating a successful Instagram marketing strategy 23:09 – How to take high-quality images to share on Instagram 27:12 – Rev shares his predictions for food trends 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 how Pattern 89 can help optimize your Facebook Ad campaigns Get David's (Rev's) FREE guide, "5 Mistakes That You're Making on Your Instagram Bio" Visit Rev's website, 'Burger Conquest' for more marketing tips Find out more about Rev's company, 'Yeah! Management' Follow Rev on Instagram to keep up with his delicious posts Connect with Rev on Twitter Check out Weird Al Yankovic's Instagram profile Visit SocialPros.com for more insights from your favorite social media marketers.

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.

Nicole van Zanten, CRO of ICUC, joins the Social Pros Podcast to discuss the trend toward one-on-one interaction in social media customer service. Special thanks to our sponsors: Salesforce Marketing Cloud (bit.ly/jaysays) Emma (myemma.com) In This Episode 05:18 - How the arena for customer engagement has changed in the past three years. 08:06 - Why more and more brands are strategizing around dark social. 15:25 - How agency-run social media management works for brands in highly regulated industries. 29:32 - The social media success metrics that matter most to brands right now. 06:39 - How ICUC manages around-the-clock social media customer service for brands around the world. 18:26 - A social media customer service victory that touched Nicole's heart. Resources Get the new State of Marketing report for free from Salesforce here. Stay connected with your email marketing subscribers using Emma. Learn more about how ICUC manages social media customer service. Visit SocialPros.com for more insights from your favorite social media marketers.

Eric Siu, CEO of Single Grain, joins the Social Pros Podcast to discuss the evolving role of agencies in a marketing landscape dominated by paid social. Special thanks to our sponsors: Salesforce Marketing Cloud (bit.ly/jaysays) Pattern 89 (pattern89.com/socialpros) In This Episode 10:35 - What businesses should do less of when it comes to marketing. 13:42 - What's ahead for influencer marketing. 15:32 - Why the future of live video as a marketing tool is bright. 17:53 - Predictions on whether or not businesses will still be running organic social media in three years. 19:12 - How Eric bought his marketing agency for just two dollars. 23:30 - How a "content sprouting" technique helps you stay competitive in a content-saturated environment. Resources Get the new State of Marketing report for free from Salesforce here. Transform your paid social with the results-driven AI platform Pattern89. Hear more from Eric Siu and Neil Patel on the Marketing School Podcast. Listen to Eric Siu's Growth Everywhere podcast here. Visit SocialPros.com for more insights from your favorite social media marketers.

James LaCorte, Social Media Manager at Blue Cross NC, joins the Social Pros Podcast to discuss the ins and outs of being healthcare social media manager and helping customers before they encounter problems. Special thanks to our sponsors: Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers) Convince & Convert (Experience This! Show: experiencethisshow.com) Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand) In This Episode 04:37 - How Blue Cross NC maintains an all encompassing social media strategy 09:01 - How Blue Cross NC handles customer care on social through community managers 11:56 - How to develop a successful and engaging employee ambassador program 18:23 - How paid social works in a regulated industry 23:17 - How having an institutional history beyond social can help a social media manager be more effective 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. If you live in North Carolina and want to learn more about Blue Cross NC, you can do so here. Visit SocialPros.com for more insights from your favorite social media marketers.

Lisa Blackshear (Sr. Vice President of Communications, Digital Media at Comcast) joins the Social Pros Podcast to discuss managing a social care team that handles millions of interactions each year. Special thanks to our sponsors: Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers) Convince & Convert (Experience This! Show: experiencethisshow.com) Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand) In This Episode 06:29 - How Comcast scale up their social care team to over 400 agents 10:26 - How customer expectations have evolved with social engagement 16:09 - How the social care team at Comcast adapts to their customer's tone to interact on a more personal level 21:49 - How to coordinate multiple touchpoints with customers from a customer care standpoint 30:14 - How to utilize insights gained from customer interactions 33:51 - How to coordinate between the social care team, communications/PR, and branding 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. Follow @ComcastCares on Twitter here. Visit SocialPros.com for more insights from your favorite social media marketers.

Seth Godin, author of This Is Marketing, joins the Social Pros Podcast to discuss the current state of social marketing and the importance of consistency over authenticity. Special thanks to our sponsors: Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers) Convince & Convert (Experience This! Show: experiencethisshow.com) Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand) In This Episode 05:42 - Why marketing still matters 06:50 - Why marketing and advertising are not the same thing 11:01 - Why social media success is about having a noteworthy product, not a noteworthy post 16:41 - How clickbait earns distrust and ultimately loses customers 20:46 - Why consistency is more valuable than authenticity 28:06 - How to market to people's beliefs 29:20 - Why want and customer experience are greater than need in first world marketing 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 Seth's new book This Is Marketing here. Visit SocialPros.com for more insights from your favorite social media marketers.

Mark Schaefer, Executive Director of Schaefer Marketing Solutions LLC and author of Marketing Rebellion, joins the Social Pros Podcast to discuss humanity in business and helping people belong. Special thanks to our sponsors: Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers) Convince & Convert (Experience This! Show: experiencethisshow.com) Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand) In This Episode 05:29 - Why the power of marketing has largely been put into the hands of consumers 10:50 - Why social media is enforcing tribal behavior 14:00 - Why culture equals marketing 22:19 - How businesses can help people find a sense of belonging 27:00 - How technology can both help and hinder businesses in being more human 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 Mark's new book Marketing Rebellion here. Visit SocialPros.com for more insights from your favorite social media marketers.

Jay Baer, Founder of Convince & Convert and Co-Host of the Social Pros Podcast, gives a sneak peek at his all-new show Talk Triggers. Special thanks to our sponsors: Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers) Convince & Convert (Experience This! Show: experiencethisshow.com) Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand) Resources Check out the Talk Triggers Show on YouTube here. Get the book that inspired the show, titled Talk Triggers, here. Visit SocialPros.com for more insights from your favorite social media marketers.

Minter Dial, Author of Heartificial Empathy, joins the Social Pros Podcast to discuss his new book and the ways A.I. can help businesses interact with more empathy. Special thanks to our sponsors: Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers) Convince & Convert (Experience This! Show: experiencethisshow.com) Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand) In This Episode 08:23 - How empathy is an understanding that can lead to action 10:40 - Why younger generations are becoming less empathic 12:42 - Why companies should work to increase business empathy 15:45 - Why good ethics require empathy 16:47 - Why business empathy must start from within a company 20:01 - How A.I. can help a business interact with greater empathy 35:03 - How to find a balance between ego and empathy in business 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. Chat with the revolutionary AI Mitsuku here. By Minter Dial's book Heartificial Empathy here. Visit SocialPros.com for more insights from your favorite social media marketers.

Rohit Bhargava, Founder and Chief Trend Curator of Non-Obvious Company, returns to the Social Pros Podcast to discuss the non-obvious 2019 trends as well as how to market successfully on a small business budget. Special thanks to our sponsors: Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers) Convince & Convert (Experience This! Show: experiencethisshow.com) Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand) In This Episode 05:41 - Why "muddled masculinity" is one of the Non-Obvious trends for 2019 08:52 - How "innovation envy" can lead businesses to make unnecessary changes for the sake of standing out 10:51 - Why not all businesses can benefit from creating a spectacle 17:17 - How to successfully market your small business on a small budget 20:21 - How to "deliberately downgrade" your social media to become more effective in certain areas 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. Purchase the Non-Obvious 2019 edition here. Purchase the Non-Obvious Guide to Small Business Marketing here. Visit SocialPros.com for more insights from your favorite social media marketers.

Andy Sernovitz, CEO of SocialMedia.org, joins the Social Pros Podcast to discuss the core elements of a successful social media community and getting real people to talk about your brand. Special thanks to our sponsors: Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers) Convince & Convert (Experience This! Show: experiencethisshow.com) Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand) In This Episode 05:50 - How SocialMedia.org went from being the "Blog Council" to being an all around community for social media professionals 09:14 - Why a good social media community requires management 16:19 - Why deep social media communities need face to face interaction 17:36 - How SocialMedia.org has evolved as social media has drawn larger budgets and more focus from corporations 21:39 - How the ethics of advertising has evolved with social media 24:53 - Why social media and word of mouth are not the same thing 29:44 - Why story is so crucial when the quality gap has been narrowed between competing products Resources Find out more about SocialMedia.org here. Get the new State of Marketing Report from Salesforce here. See the BreadBot from Wilkinson Baking Company here Visit SocialPros.com for more insights from your favorite social media marketers.

Lindsey Hancock, Owner of Brand Vixen, joins the Social Pros Podcast to discuss her time at Big Ass Fans and how she was able to turn customer complaints into positive support. Special thanks to our sponsors: Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers) Convince & Convert (Experience This! Show: experiencethisshow.com) Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand) In This Episode 05:48 - Why Big Ass Fans decided to change their name by listening to their customers 07:39 - How to build fun and interesting content around a seemingly boring product 12:51 - How Lindsey blends her personal and professional sides for a successful promotional presence 14:52 - How to approach a new client relationship 16:33 - How Big Ass Fans turns criticism into positive engagement 25:32 - Why taking on freelance work can enhance creativity Resources Get "The Complete Guide to Social Media for B2B Marketers" from Salesforce completely free here! Find out if joining the group at SocialMedia.org is right for you with this special landing page for Social Pros fans. Find out more about Lindsey and Brand Vixen here. Visit SocialPros.com for more insights from your favorite social media marketers.

Eileen Burmeister, Communications Consultant at Arizona Public Service, joins the Social Pros Podcast to discuss empowering employees for photo storytelling in social. Special thanks to our sponsors: Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers) Convince & Convert (Experience This! Show: experiencethisshow.com) Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand) In This Episode 05:04 - How APS uses Community Affairs Managers to engage with micro audiences on a regional level 09:55 - How different teams can work together to effectively manage customer support 12:05 - How APS enables employees to communicate with customers 21:30 - How to balance employee and customer generated content for photo storytelling 24:02 - Why a planned out editorial calendar should leave room for spontaneity Resources Get The Complete Guide to Social Media for B2B Marketers for free here. Find out more about SocialMedia.org here. Visit SocialPros.com for more insights from your favorite social media marketers.

RJ Talyor, CEO and Founder of Pattern89, joins the Social Pros Podcast to discuss the value of artificial intelligence when improving your social ad strategy. Special thanks to our sponsors: Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers) Convince & Convert (Experience This! Show: experiencethisshow.com) Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand) In This Episode 06:48 - How Pattern89 uses artificial intelligence for a more effective testing process 10:43 - How Pattern89 uses data from all of its users while maintaining anonymity 14:47 - How to keep up with customer preferences 21:41 - When a tool like Pattern89 makes sense for your social strategy 24:08 - Why artificial intelligence is not replacing human social marketing pros Resources Get "The Complete Guide to Social Media for B2B Marketers" from Salesforce completely free here! Find out if joining the group at SocialMedia.org is right for you with this special landing page for Social Pros fans. Learn more about Pattern89 here. Read "Mayflower" by Nathaniel Philbrick here. Visit SocialPros.com for more insights from your favorite social media marketers.

In this special year-end episode of the Social Pros Podcast, Jay and Adam revisit highlights from their top ten episodes from 2018. Special thanks to our sponsors: Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers) Convince & Convert (Experience This! Show: experiencethisshow.com) Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand) In This Episode 07:51 - Ep #316: Sarah O'Grady "Why the Best Social Media Ideas Sound Terrible at First" 10:17 - Ep #319: Chuck Hemann "Is Your Job Ready for the Future of Social Analytics?" 12:33 - Ep #327: Jenn Herman "Why You Need 3 Different Instagram Strategies" 14:19 - Ep #329: Carmen Collins "Why the Cisco Talent Brand Program in Social Is So Fabulous" 17:28 - Ep #331: Brian Fanzo "How Brian Fanzo Combines Real-Time and Right-Time Social Media" 21:22 - Ep #339: Jay Acunzo "Why Social Media Best Practices Are Making You Worse, Not Better" 24:46 - Ep #342: Owen Hemsath "4 Questions You Must Answer to Succeed on YouTube in 2019" 27:40 - Ep #343: Michael Stelzner "Why Michael Stelzner Says Less Is Now More in Social Media" 32:03 - Ep #314: Eric Saninocencio "How the Houston Texans Engage Fans 365 Days Per Year" 36:14 - Ep #313: Phil M. Jones "Exactly What to Say in Social Media" Resources Get "The Complete Guide to Social Media for B2B Marketers" from Salesforce completely free here! Sign up for Jay Baer and Daniel Lemin's Word of Mouth Masterclass here. Visit SocialPros.com for more insights from your favorite social media marketers.

Tal Hayat, VP of Marketing and Consumer Strategy, and Nick Ferry, Marketing Associate at Tunity, join the Social Pros Podcast to discuss the ways Tunity is using social to build customer awareness and loyalty. Special thanks to our sponsors: Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers) Convince & Convert (Experience This! Show: experiencethisshow.com) Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand) In This Episode 6:20 - How Tunity is creating engagement through customer stories 11:15 - How Tunity functions as both a B2B and a B2C company 11:59 - How to find success in social as a young company 19:16 - How Tunity uses social to build customer awareness along with loyalty 20:32 - How Tunity is engaging with college campuses to build customer awareness 24:01 - How Tunity has sustained a B2C product by monetizing in B2B Resources Salesforce Rev.com Tunity Visit SocialPros.com for more insights from your favorite social media marketers.

Jessica Gioglio, co-author of The Laws of Brand Storytelling, joins the Social Pros Podcast to discuss the necessity and the evolution of brand storytelling. Special thanks to our sponsors: Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers) Convince & Convert (Experience This! Show: experiencethisshow.com) Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand) In This Episode Why storytelling has become more than just advertising How influencer marketing has affected the way businesses tell stories Why storytelling isn't just for B2C Why your strategy shouldn't center around a single platform or channel Why your reactive and proactive social channels should be consistent How to balance your internal culture with the various cultures of your customers in storytelling How to adapt successful practices without copying other brands Resources The Laws of Brand Storytelling Jessica's Website Carmen Collins Social Pros Episode Visit SocialPros.com for more insights from your favorite social media marketers.

Scott McKain, Founder and CEO of Distinction Institute, joins the Social Pros Podcast to discuss the connection between authenticity and being an iconic business. Special thanks to our sponsors: Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers) Convince & Convert (Experience This! Show: experiencethisshow.com) Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand) In This Episode 03:18 - How to define an iconic business 06:21 - How to measure your brand's distinctiveness 09:05 - Why you should stop selling 15:11 - How to use social to achieve distinction 24:31 - How to encourage consumers to talk about your business through social Resources Salesforce ICUC Distinction Institute Visit SocialPros.com for more insights from your favorite social media marketers.

Alisa Gammon, Social Advertising Director at Purple, joins the Social Pros Podcast to discuss balancing creativity with targeting for successful social advertising. Special thanks to our sponsors: Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers) Convince & Convert (Experience This! Show: experiencethisshow.com) Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand) In This Episode 05:46 - Why it takes risk to find success 07:02 - How to balance creative content with targeting to maximize effectiveness 10:53 - How Purple leverages content to stay fresh on potential customer's minds 15:07 - How Purple incorporates Pinterest into their social strategy 22:53 - How to convert customers into evangelists Resources Salesforce TechSmith Purple Visit SocialPros.com for more insights from your favorite social media marketers.

Neen James, keynote speaker and author, joins the Social Pros Podcast to discuss the value of developing your own attention system. Special thanks to our sponsors: Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers) Convince & Convert (Experience This! Show: experiencethisshow.com) Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand) In This Episode Why keeping attention is so important in today's market Why attention has to be systematic How to choose the right social channels to capture and keep attention How to systematically build real connections Why paying attention is the best way to capture and hold it in return Resources ICUC Salesforce Attention Pays Visit SocialPros.com for more insights from your favorite social media marketers.

Robert Glazer, Founder and CEO of Acceleration Partners, joins the Social Pros Podcast to discuss performance marketing and how it fits into your social strategy. Special thanks to our sponsors: Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers) Convince & Convert (Experience This! Show: experiencethisshow.com) Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand) In This Episode Why recruiting performance partners is a funnel just like sales How performance marketing has changed in the last decade Why influencers with smaller but more relevant audiences are far more valuable than a massive indifferent audience Why Instagram has been so valuable for building a lifestyle following Why you should commit to creating content consistently for future benefits How to manage many performance partners successfully How to develop a healthy employee culture Resources ICUC Salesforce Performance Partnerships by Robert Glazer Principles by Ray Dalio Visit SocialPros.com for more insights from your favorite social media marketers.

Michael Stelzner, CEO and Founder of Social Media Examiner, joins the Social Pros Podcast to discuss building better social media practices based on meaningful data. Special thanks to our sponsors: Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers) Convince & Convert (Experience This! Show: experiencethisshow.com) Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand) In This Episode Why 2018 has been a hard year for social media marketing How to find more meaningful data Why Facebook is not the place for successful video content Why an "untrackable network effect" is so valuable Why Messenger may be replacing email for subscriptions Why interaction is what counts in social, but many businesses aren't doing it Why you should have a "kill list" of things to stop doing Where social may be heading Resources Salesforce ICUC Social Media Examiner Visit SocialPros.com for more insights from your favorite social media marketers.

Owen Hemsath, better known as consultant and speaker Owen Video, joins the Social Pros Podcast to discuss all things video strategy and YouTube. Special thanks to our sponsors: Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers) Convince & Convert (Experience This! Show: experiencethisshow.com) Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand) In This Episode How to create a successful YouTube ad campaign Why you should have a separate video strategy for Facebook and YouTube How to set up your live videos to be repurposed later Why you need a multi-structured strategy for your YouTube channel How to refresh your most successful content on YouTube Resources Salesforce TechSmith Owen Video Visit SocialPros.com for more insights from your favorite social media marketers.

Paula Werne, Director of Communications at Holiday World and Splashin' Safari, joins the Social Pros Podcast to discuss the importance of responding to customers through social. Special thanks to our sponsors: Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers) Convince & Convert (Experience This! Show: experiencethisshow.com) Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand) In This Episode How Holiday World created a talk trigger with free sodas How to use Facebook to give real time updates How to find user generated content How to manage year-round social for a seasonal product Why any avenue for marketing can become a channel for customer service Why responding to customers is a critical aspect of social Resources Salesforce TechSmith Holiday World Podcast Visit SocialPros.com for more insights from your favorite social media marketers.

Michael Brito, Executive Vice President of Zeno Group, joins the Social Pros Podcast to discuss B2B social media and social listening. Special thanks to our sponsors: Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers) Convince & Convert (Experience This! Show: experiencethisshow.com) Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand) In This Episode Why social data is just as valuable for B2B as it is for B2C Where to start with B2B social listening How influencer marketing works in B2B social Why businesses should be empowering employees to be storytellers How to build trust with customers Resources Salesforce Talk Triggers The Zeno Group Visit SocialPros.com for more insights from your favorite social media marketers.

Jay Acunzo, Founder of Unthinkable media, joins the Social Pros Podcast to discuss moving beyond best practices and his new book Break the Wheel. Special thanks to our sponsors: Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers) Convince & Convert (Experience This! Show: experiencethisshow.com) Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand) In This Episode Why finding social media best practices shouldn't be the goal How to interpret data to gain insight How to start asking the right questions How to set an aspirational anchor Why constraints can help foster creativity Resources ICUC Salesforce Break the Wheel Visit SocialPros.com for more insights from your favorite social media marketers.

Jay Baer, Founder of Convince & Convert and co-author of Talk Triggers, joins the Social Pros Podcast to discuss his new book and word of mouth marketing. Special thanks to our sponsors: Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers) Convince & Convert (Experience This! Show: experiencethisshow.com) Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand) In This Episode How offline word of mouth differs from online word of mouth Why you need to give your customers a story to tell Why a talk trigger is not "surprise and delight" The four "R's" of a successful talk trigger Remarkable Relevant Reasonable Repeatable Resources Salesforce Talk Triggers Six Step Guide For Creating a Talk Trigger Visit SocialPros.com for more insights from your favorite social media marketers.

Michael Melaro, Sr. Director of Retail Performance, and Kate Wolcott Rizzo, Sr. Creative Manager, of The Wellsville Group, join the Social Pros Podcast to discuss maximizing the return on social ads. Special thanks to our sponsors: Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers) Convince & Convert (Experience This! Show: experiencethisshow.com) Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand) In This Episode How to manage social for infrequently purchased products How to incorporate social listening and user generated content How to target content for different regions How to use triggers to build new audiences How to incorporate employees into your social strategy Resources Salesforce Talk Triggers CoSchedule Visit SocialPros.com for more insights from your favorite social media marketers.

In this bonus episode of the Social Pros Podcast, Jay Baer presents a special preview of the audiobook for Talk Triggers. Buy Talk Triggers here!

Srinivas Rao, Founder/Chief Creative Instigator at Unmistakable Creative, joins the Social Pros Podcast to discuss creativity and his new book An Audience of One: Reclaiming Creativity for Its Own Sake. Special thanks to our sponsors: Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers) Convince & Convert (Experience This! Show: experiencethisshow.com) Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand) In This Episode Why you shouldn't care about metrics as much Why you should create for yourself rather than creating what seems successful Why you are the biggest factor in your success Why comparison is toxic to success Resources Unmistakable Creative Salesforce Talk Triggers CoSchedule Visit SocialPros.com for more insights from your favorite social media marketers.

Chris Strub, CEO of I Am Here LLC, joins the Social Pros Podcast to discuss the connective power of live streaming. Special thanks to our sponsors: Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers) Convince & Convert (Experience This! Show: experiencethisshow.com) Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand) In This Episode Why modern journalism could benefit from better storytelling on social Why Facebook Live is the perfect medium for real time content from events Why you should be narrowing the scope of your content Why you should stop worrying about numbers and focus on being someone's favorite Resources ICUC Salesforce Learnigstories.com Social With Strub Visit SocialPros.com for more insights from your favorite social media marketers.