Episódios
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What does it take to refresh a global brand like Lululemon? Ravi Hampole, SVP of Global Brand Creative, returns to Social Pros to reveal how the team has been working on a brand new identity for 2025 that connects products, people, and stories in a way that feels uniquely human. From their three core pillars to balancing authenticity and inclusivity, Ravi shares what it means to build a brand that truly moves.
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Lululemon’s new brand identity is more than just a refresh. It’s a statement about who they are and the stories they want to tell. At its core is the belief that movement goes beyond physical performance; it’s also about emotional and mental well-being. Whether it’s the energy of a run, the serenity of yoga, or simply feeling present, Lululemon's approach focuses on connecting with people on a human level.
During his conversation on Social Pros, Ravi shares how the brand uses storytelling to bring this philosophy to life. At the heart of this evolution are three guiding principles: Honest, Playful, and Vibrant. These pillars shape everything from campaign visuals to social media content, ensuring that the brand resonates with audiences on a personal level. Whether it’s through light-hearted social media challenges or bold, energetic visuals, every piece of content is designed to inspire joy, movement, and a sense of belonging.
Ravi also highlights the importance of authenticity and inclusivity in shaping Lululemon’s global presence. By working with ambassadors who bring their own unique practices and perspectives, the brand ensures their message feels genuine while reflecting the diverse communities they serve. As Lululemon continues to expand, balancing cultural sensitivities and staying true to their values remains a key focus.
In This Episode:
1:42 - Ravi shares what excites him most about Lululemon’s new brand identity and its focus on how products and movement make people feel 4:00 - How storytelling bridges the gap between product design and brand identity, with a focus on community connection and authenticity in campaigns 5:30 - The three pillars of Lululemon’s new brand identity: Honest, Playful, and Vibrant 9:31 - Ravi explains the balance between authenticity and brand alignment when working with ambassadors 15:18 - The evolution of Lululemon’s approach to inclusivity and representation, from showcasing diverse stories to navigating the challenges of global branding 22:42 - How Lululemon evaluates creative ideas to ensure they align with brand values and cultural sensitivities 27:27 - Why training and experience have made Lululemon’s team more confident in tackling sensitive topics and balancing inclusivity in campaigns 29:15 - Ravi’s advice for aspiring social pros
Resources
Visit Ravi’s Website Follow Lululemon on Instagram Follow Lululemon on TikTok
Visit SocialPros.com for more insights from your favorite social media marketers.
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Building a successful influencer program isn’t just about campaigns. It’s about connections. On this episode of Social Pros, Kara Salazar, Senior Influencer Marketing Specialist at Southwest Airlines, takes us behind the scenes of their thriving influencer program. From truly understanding each influencer’s unique style to bringing them together for face-to-face events like Creator Day, Kara reveals the secrets to creating campaigns that feel genuine, build trust, and deliver results.
Full Episode Details
For Kara Salazar, success in influencer marketing starts with building genuine connections. Since joining Southwest Airlines in 2022, she has focused on creating a program that prioritizes trust and authenticity. Kara doesn’t just work with influencers—she makes an effort to know their names, handles, and what makes them unique. This personal touch has turned their influencers into loyal brand advocates who go above and beyond for Southwest.
It’s not just about connections; it’s about communication. Kara explains that every influencer is different, works differently, and has unique needs. She creates space for honest, two-way conversations, often through feedback sessions designed to refine how they collaborate. These sessions allow influencers to share what works best for them—whether it’s receiving a detailed brief or a more visual guide—and ensure that every campaign feels tailored to their strengths. By listening, adapting, and making these adjustments, Kara builds trust and creates partnerships that don’t just work—they thrive.
Kara’s vision for Creator Day has also been transformative. This annual event brings influencers and the Southwest team together in person to strengthen bonds and gives influencers a deeper understanding of the brand. These face-to-face moments have turned Southwest’s influencer program into a true community, delivering campaigns that feel authentic and meaningful.
In This Episode:
1:29 - Kara’s role at Southwest Airlines and the origins of their influencer program 3:35 - Rebuilding the influencer program after COVID and proving its value to leadership 5:07 - How Kara measures the success of influencer campaigns
6:21 - Finding influencers who align with Southwest’s brand and reflect their diverse audience 8:22 - Building genuine relationships with influencers by getting to know them personally 10:23 - The importance of feedback sessions and tailoring briefs to individual influencer styles 12:12 - Southwest’s Big Flex campaign and integrating influencers into large-scale marketing efforts 13:32 - Bridging the gap between marketing teams to scale influencer campaigns 16:08 - Kara’s advice for navigating different goals between internal teams and influencers 17:47 - Experimenting with short-term affiliate campaigns to track direct revenue from influencers 20:44 - The story behind Creator Day and how it strengthens bonds with Southwest’s influencers 21:41 - How Southwest uses influencers to test new platforms like TikTok before launching as a brand 25:03 - Kara’s advice for aspiring social pros
Resources
Connect with Kara on LinkedIn Follow Southwest Airlines on TikTok Follow Southwest Airlines on InstagramVisit SocialPros.com for more insights from your favorite social media marketers.
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As it’s Thanksgiving week, we’re taking a moment to look back at one of our favorite episodes with Bennie F. Johnson, CEO of the American Marketing Association. In this conversation, Bennie breaks down how AMA supports both academics and practitioners, shares his perspective on AI’s ethical and legal challenges, and even explains why LinkedIn is his platform of choice. Most memorably, he highlights why he believes marketing is equal parts art, science, and magic.
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The American Marketing Association is probably an organization you’re familiar with, and in this episode, we welcomed none other than the CEO himself, Bennie F. Johnson, for a fantastic conversation. Bennie shares some background of AMA and how it supports those on the academic and practitioner side of marketing.
We hear his thoughts on AI and the ethical and legal considerations that marketing pros need to know about – some of which differ by state and country. Bennie also explains why LinkedIn is the platform of choice for his personal brand and AMA.
Bennie shares his advice for the future marketing leaders out there, and we chat about why marketing today doesn’t just belong in the creative realm. There’s also a science to it (with a dash of magic too). He outlines how marketing pros can communicate the value of marketing to a wider organization, the importance of taking risks, and his advice for the Social Pros community.
In This Episode:
1:08 - How the American Marketing Association supports the marketing community 4:58 - Why marketers need communities more than ever 7:28 - How marketers can embrace AI 11:00 - What marketers need to know about different privacy regulations 13:13 - Balancing communication with community members 17:24 - How Bennie speaks to future marketers 20:38 - How marketers can communicate their value to a wider organization 24:46 - Why risk and curiosity are key to marketing 29:37 - Leading authentically in marketing 31:23 - Bennie’s one tip for those wanting to become a social proResources
Join the Social Pros community on LinkedIn American Marketing Association Connect with Bennie on LinkedInVisit SocialPros.com for more insights from your favorite social media marketers.
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Managing social media for 275 locations might sound like a daunting task, but for Dogtopia, it’s a chance to connect with dog lovers everywhere. Toni Teplitsky, Senior Director of Marketing, reveals how her team keeps content fresh, local, and heartfelt—while staying true to their playful brand. From leveraging AI to embracing the power of real, raw storytelling, Toni shares what it takes to stand out in a world full of adorable dog content.
Full Episode Details
Dogtopia’s social media isn’t just about cute dog photos (though there are plenty of those). With 275 locations across North America, Toni and her team have mastered the art of balancing efficiency with heartfelt storytelling.
At the core of their success is authenticity. Whether it’s showcasing dogs having the time of their lives with “canine coaches,” celebrating local flair with events like Halloween parades, or capturing raw, unfiltered moments of joy, Dogtopia’s content feels personal and genuine. It’s not about polished perfection—it’s about showing the real, messy, lovable lives of dogs and their humans.
Recycling content is another key ingredient in their strategy. Instead of constantly churning out new material, Toni’s team leans on high-performing posts from the past, giving them new life and introducing them to fresh audiences. As Toni explains, not every follower sees every post, so why not highlight what already works? This approach keeps their message consistent and their content machine running smoothly.
With a clever mix of repurposed content, local insights, and emotional storytelling, Dogtopia proves that standing out in the crowded world of dog content doesn’t mean reinventing the wheel—it just takes a little creativity and a lot of heart.
In This Episode:
2:51 - Tackling social media’s constant changes to stay relevant 4:10 - Balancing Dogtopia’s corporate brand with local franchise voices 6:12 - How AI helps Dogtopia tweak posts at scale without losing its unique brand voice 7:40 - Creating platform-specific content and why speaking to each platform’s strengths is key 8:54 - Feeding the content machine: why UGC and raw, authentic content are outperforming polished professional shoots 11:19 - Ensuring Dogtopia’s content breaks through in a sea of dog-focused content online 12:35 - Recycling content: why repetition strengthens your message 14:32 - Making life easier for franchisees: how Dogtopia creates ready-to-use campaign toolkits 16:01 - Messaging that connects with pet parents at every stage, from first-time dog owners to seasoned pros 17:51 - How younger generations are reshaping trends in pet care 20:43 - Smart content strategies for evolving platforms—why “think smarter, not harder” is key 22:40 - The platforms Toni sees the most growth potential in 23:58 - How Dogtopia’s foundation supports veterans, students, and adults with autism through the power of dogs 28:23 - Toni’s advice for aspiring social pros
Resources
Connect with Toni on LinkedIn Visit Dogtopia’s Website Follow Dogtopia on Instagram Follow Dogtopia on TikTok Follow Dogtopia on Facebook
Visit SocialPros.com for more insights from your favorite social media marketers.
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Getting your message heard in today’s crowded digital world isn’t easy, but clarity in communication can make all the difference. Steve Woodruff, the King of Clarity, shares his 4-step formula to help social marketers create impactful, memorable messaging. With insights tailored for a content-saturated landscape, Steve offers practical advice to sharpen your messaging and truly connect with your audience.
Full Episode Details
In today’s digital chaos, clarity is your secret weapon for cutting through the noise. Steve Woodruff, also known as the King of Clarity, shares how simplifying your messaging can help you grab attention and leave a lasting impact. His 4-step Clarity Formula is designed to help marketers define their message, hook their audience, and ensure their communication hits home.
Steve reveals how understanding the brain’s natural filters—like the Reticular Activating System (RAS)—can make your messaging more relevant and engaging. He explains how techniques like crafting “memory darts” and structuring information like a pyramid can help to simplify complex ideas and make your audience remember what matters.
This isn’t just about cutting words—it’s about connecting on a deeper level. Clarity helps you build trust, align teams, and create messaging that truly resonates with your audience and inspires action. So, whether you’re navigating a flood of AI-generated content or cutting back on jargon-loaded messaging, this conversation is your blueprint for clear, effective communication.
In This Episode:
2:23 - Steve introduces himself and shares what he does 4:16 - The importance of clarity in cutting through today’s noisy digital landscape 7:17 - How the brain’s RAS and WIIFM principles make messages stick 9:20 - Staying authentic and relevant amid AI-generated content—and why clarity is the answer 11:50 - Breaking down Steve’s four-step "Clarity Formula" for effective communication 15:03 - How structuring information like a pyramid helps simplify messaging and win over stakeholders while keeping audiences engaged 17:57 - Why timeless communication principles still apply in the age of social media 20:16 - Questions social marketers should ask to ensure their messages are clear and effective 22:14 - Brand examples: what FedEx gets right, and UPS gets wrong about messaging 26:35 - Using “memory darts” to create messaging that drives referrals 31:26 - Steve’s advice for aspiring social prosResources
Connect with Steve on LinkedIn Visit Steve’s WebsiteVisit SocialPros.com for more insights from your favorite social media marketers.
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For the past few years, we’ve seen all kinds of brands scrambling to learn more about their Gen-Z audiences. Cue a wave of brands rushing onto TikTok to learn their secrets…
But what about the Gen-Z marketers on the other side of the content? As social media natives, Gen-Z are a goldmine of social media wisdom and insights that could transform your social strategy. In this episode, we hear from Gen-Z Content Strategist, Mitchell Sauve, on how to connect with Gen-Z audiences and what this generation of marketers can do to get ahead on social.
Full Episode Details
Joining Social Pros this week is Content Strategist Mitchell, a colleague of our host, Hannah! He discusses a little about LT’s content team and how it prioritizes the voices of Gen-Z marketers to create fun, engaging, and scroll-stopping content. We also hear why Mitchell believes Gen-Z is the perfect generation for marketing – bringing adaptability, a love of learning, and a willingness to think outside the box.
From leveraging employee-generated content (EGC) to embracing the quirks of social media trends, Mitchell shares insights on how brands can harness the creativity and authenticity of Gen-Z to connect with their audience in meaningful ways. He shares his take on what Gen-Z marketers can do to promote their own skills and grab a seat at the table, plus why handing the reins to your Gen-Z intern could be the smartest move your brand makes!
In This Episode:
2:08 - Mitchell gives us an overview of his job as a content strategist 3:10 - How social pros can approach working with non-sexy brands (and stay motivated) 5:40 - How Mitchell stays motivated when working on all types of content 7:54 - Mitchell’s take on how social media platforms and behaviors are changing 10:04 - How to get marketing clients with looking beyond vanity metrics 13:58 - Why employee-generated content is a huge trend today 19:57 - Why a desire to learn and try new things are a Gen-Z marketer’s secret weapon 24:05 - Are Gen-Z afraid of LinkedIn? 29:58 - Mitchell’s top tip for aspiring social pros
Resources
Connect with Mitchell on LinkedIn Follow Mitchell on InstagramVisit SocialPros.com for more insights from your favorite social media marketers.
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Coming to you live from Content Marketing World in sunny San Diego, Social Pros brings together content experts Robert Rose, Chief Strategy Officer at Content Marketing Institute, and Amber Naslund, LinkedIn’s Enterprise Sales Leader. Together with host Zontee Hou, they explore strategies for creating real impact on social platforms, building authentic thought leadership, and finding the sweet spot where creativity meets AI.
Full Episode Details
Robert begins by sharing his journey with Content Marketing World, illustrating how a strong content marketing strategy has evolved from routine busywork to bold, game-changing projects. He emphasizes the need for marketers to “swing for the fences” by creating memorable content that brings real value. His concept of zero-click content encourages marketers to think beyond just drawing traffic—instead, he suggests designing content that fully engages audiences right where they are, from meaty LinkedIn posts to scroll-stopping moments across social.
Amber follows with her take on thought leadership and personal branding, drawn from her experience at LinkedIn. She talks about finding the balance between corporate guidelines and the authentic voices of individuals, revealing how brands can empower their people to be credible, relatable representatives. Her approach highlights the value of building genuine connections over polished corporate speak, showing that real credibility often starts with letting employees bring their own voices to the table.
In This Episode:
2:55 - The origin story of Content Marketing Institute and Content Marketing World 5:27 - Why marketing teams are stuck in “busy work” and how to break free 6:00 - The power of “swing-for-the-fences” content projects that move the needle 6:29 - The rise of zero-click content and how it’s reshaping social strategy 7:19 - Why AI adoption pressures could lead to missed opportunities 9:05 - “Valuable friction” and why it’s key to smarter, more effective teams 11:46 – Robert’s book ‘Content Marketing Strategy: Harness the Power of Your Brand’s Voice’ 13:42 - What content marketers and marketers in general should have on their radar for 2025 14:05 - Why brands should rethink “other people’s platforms” 15:38 - Robert’s advice for Social Pros 17:10 - What living person Robert would have a video chat with 17:56 - Amber’s journey from marketer to enterprise sales leader at LinkedIn 19:00 - Why thought leadership is essential in today’s digital world 23:06 - Balancing personal brand with corporate storytelling 25:04 - Creating frameworks to shape and strengthen your thought leadership voice 26:51 - Amber’s advice for Social Pros 27:21 - What living person Amber would have a video chat with
Resources
Connect with Robert on LinkedIn Connect with Amber on LinkedIn Content Marketing World Content Marketing InstituteVisit SocialPros.com for more insights from your favorite social media marketers.
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TikTok’s the place for dance trends, DIY hacks… and, apparently, for reviving iconic products from the ‘80s! When Lenox’s Spice Village collection started trending on the platform, it sparked a social media success story that no-one saw coming. Caitlin Gillard, Social Media Marketing Manager at Lenox, joins us to share how her small but mighty team turned TikTok virality and real-time feedback into a full-on product relaunch, proving that sometimes, the fans know best.
Full Episode Details
Lenox’s iconic Spice Village collection may have started its journey back in 1989, but thanks to TikTok, it’s making a serious comeback! Who would’ve thought that decades later, a beloved kitchen staple would find a new generation of fans through social media? Caitlin tells us how the Spice Village collection went from nostalgia to viral sensation, sparking a relaunch.
Though the Lenox social media team may be small, they certainly didn’t just sit back and watch the buzz unfold—they dove headfirst into the conversation. By listening to what TikTok fans were saying and engaging directly with their feedback, they brought Spice Village back at the original price from 1989! Caitlin explains how this customer-first approach didn’t just revive a beloved product, but also led to new ideas and innovations for the brand’s future.
Caitlin also shares how her team manages the balancing act of keeping Lenox active across platforms like Instagram and TikTok. She emphasizes the importance of knowing “who you want to be following you” and how focusing on the right audience helps create genuine, lasting connections. Whether you’re trying to boost engagement or revive a legacy product, Caitlin’s insights offer valuable lessons for any social pro.
In This Episode:
2:04 - Caitlin’s role at Lenox and how her small social media team is making a big impact 5:20 - The story behind the Spice Village revival and the importance of social listening 10:32 - How an unexpected TikTok virality took Lenox by surprise and influenced their strategy for engaging younger generations 12:47 - Caitlin reflects on the internal reactions to the TikTok buzz and the valuable lessons learned along the way 16:35 - The coolest moments of the Spice Village revival and a glimpse into future plans at Lenox 17:26 - The importance of real-time feedback and why comments are driving product innovation at Lenox 22:26 - Social media platforms Lenox uses and the strategies for each 24:38 - Caitlin on the importance of knowing "who do we want to be following us" on TikTok 26:56 - How Lenox uses metrics and feedback to tell the full story of their social efforts 35:55 - Caitlin’s top tip for an aspiring social pro
Resources
Connect with Caitlin on LinkedIn Follow Lenox on Instagram
Follow Lenox on TikTok Lenox Website TikTok Magic: How Four Brands Cashed In on Going Viral
Visit SocialPros.com for more insights from your favorite social media marketers.
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Candy fans unite! This episode is for you. Grab your favorite flavor of Nerds or indulge in some controversial candy corn and tune in to hear Annie Belgrade, Senior Manager of Integrated Content Marketing at Ferrara Candy Company, talk about finding the sweet spot in your social strategy.
Full Episode Details
Annie Belgrade joins us in the run-up to Ferrara Candy Company’s busiest time of year aka the “Super Bowl” of candy season, Halloween. With months of advance planning to real-time engagement, she reveals how Ferrara keeps its finger on the pulse of candy conversations across social media.
She talks about the challenges of managing multiple brand personalities under Ferrara Candy Company and how her team assigns unique voices to each depending on the audience that favors each brand. Conversations over social media with each brand are the results of tireless manual work, seeking out trending topics and candy talk on each platform. The result? Authentic and relatable content that feels like you’re chatting to a friend with a sweet tooth.
We hear how Ferrara Candy Company manages both organic and paid social, and why “LoFi” content is their preferred style over presenting a “polished façade.” As a bonus, Annie also shares a secret recipe that might just convert the candy corn haters.
In This Episode:
3:41 - An introduction to Annie’s role at Ferrara Candy Company 4:39 - How Annie’s team manage content during the busy holiday season through social listening and organic engagement 7:22 - The importance of manual work over automation 10:35 - A candy corn combo that might even convert the haters 11:42 - How Annie’s team manages accounts for at least 10 different brands 14:22 - How they determine which brands and platforms get more attention 16:27 - Why paid and organic social should complement each other 18:28 - Why “LoFi” content is gaining popularity 19:22 - What bugs vs. excites Annie about working with social media 21:53 - Annie shares her experience of winning a film fest award on TikTok 25:01 - How Ferrara Candy Company works with influencers and got a surprise endorsement from Kylie Jenner 28:58 - The most important social channels for Annie’s team 30:12 - Annie’s predictions for the future of content and influencer marketing 32:42 - Annie’s top tip for those aiming to become a social proResources
Connect with Annie on LinkedIn Ferrara Candy CompanyVisit SocialPros.com for more insights from your favorite social media marketers.
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How can brands build stronger partnerships with creators? We revisit this ever-important topic with Lucy Quick who joined us last year to talk about the secrets to successfully collaborating with influencers. This episode is a must-listen if you missed it the first time around and want some solid examples and tips on how to build brilliant partnerships with creators.
Lucy is the Creator Partnerships Manager of Global E-Commerce Operations at TikTok, and she shares her unique perspective on how brands can tap into the goldmine of influencer marketing and build real partnerships with creators.
Full Episode Details
It’s one thing collaborating with influencers, but building meaningful, long-term partnerships is no easy feat. So what’s the secret to turning simple collaborations into strong partnerships?
Lucy works with both brands and creators at TikTok so we couldn’t pass up on the opportunity to pick her brains. She provides insights on the current state of influencer marketing, reveals what questions brands should be asking, and explains why storytelling with data is the best way to prove your ROI.
Plus, Lucy shares why working with macro influencers could be a huge win for your next marketing push and the secrets behind the most successful campaigns she’s worked on.
In This Episode:
1:19 - The current state of influencer marketing 5:45 - Questions that brands aren’t asking enough when working with influencers 8:47 - The top trends Lucy is seeing in the industry right now 12:43 - When influencers pivot to becoming competitors with brands 15:46 - How brands can strike a good balance between micro and macro influencers 17:36 - How brands should approach influencers in the early days of their career 19:56 - The best ways to talk about ROI and metrics 22:24 - How to navigate regulations around influencer marketing 24:41 - Lucy tells us about a funny campaign experience 27:05 - The different skill sets required for livestreaming 34:02 - Lucy’s tip for becoming a social pro
Resources
Connect with Lucy on LinkedIn Follow Lucy on Instagram Grab your free Social Media Audit BundleVisit SocialPros.com for more insights from your favorite social media marketers.
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Generational perspectives collide in this episode as three social pros from different age groups share their insights on the evolution of social media. Leanna Pham, CEO of Pham & Fams and a Gen Z digital marketer, joins millennial Hannah Tooker and Gen X Sunny Hunt to explore how each generation has experienced and adapted to the ever-changing world of social.
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From MySpace coding to the rise of social media as a career path, this conversation looks into the transformative journey of social media and its impact on different generations. Leanna, Hannah, and Sunny discuss how each generation has had unique experiences, from the early days of social platforms to their current role as essential marketing tools.
Leanna shares her insights on how Gen Z has witnessed the transformation of social media from a casual way to connect with friends into a vital career avenue. She also reflects on how earlier generations used social platforms primarily for personal interaction, while her generation has adapted to leverage these tools for professional growth.
One of the main points she raises is the common mistake brands make when trying to connect with Gen Z and why it’s so important for generations to learn from each other rather than compete with each other.
In This Episode:
2:01 - Generational perspectives on social media 2:43 - Gen Z's unique social media journey 5:05 - Millennial and Gen X social media evolution 9:20 - Generational misconceptions and stereotypes 17:15 - Tips for collaborating and communicating across generations 24:32 - Work-life balance and burnout in social media 27:35 - How Gen Z struggles to unplug from social media 31:09 - Advice for aspiring social pros of different generationsResources
Connect with Leanna on LinkedIn Grab your free Social Media Audit BundleVisit SocialPros.com for more insights from your favorite social media marketers.
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Curating content for higher ed social channels can be a balancing act. How do you pair fun, engaging, and relatable content with important messages students need to pay attention to? Emily Stulz, the Director of Social Media at the University of Arizona, says it’s all about “hiding the veggies” in your content.
Full Episode Details
We uncover the secrets behind what makes the University of Arizona’s social content so impactful. Emily reveals her approach to assessing content effectiveness and why sometimes you need the courage to walk away when something isn’t working. She calls this “Marie Kondo-ing” your social accounts. If your strategy is falling short of “sparking joy,” it’s time to say goodbye.
Emily’s advice for social pros is to be proactive in all things – whether it’s keeping yourself up to date on trends, using data to measure success, or deciding how and when to pivot your strategy.
She offers predictions on the future of social media in higher education, discussing the impact of TikTok and the staying power of Instagram, plus her thoughts on battling against the evolving algorithm and changing audience preferences.
In This Episode:
1:45 - Emily explains her role and approach to social media 2:44 - How her team keeps things consistent for flagship accounts 4:58 - Emily’s approach to platform-specific content 6:18 - How her team “hides the veggies” when covering important topics 8:49 - The trick to making sure your strategy doesn’t get overlooked 11:15 - How the university keeps up with social media and algorithm changes 14:46 - Emily’s predictions for TikTok and what people use it for 18:11 - Emily reveals her favorite campaign 21:35 - How her team encourages faculty and students to get involved with campaigns 23:51 - Why you need to 'Marie Kondo' your social accounts 28:11 - Emily’s tip for aspiring social prosResources
Connect with Emily on LinkedIn University of Arizona Follow the University of Arizona on Instagram Follow the University of Arizona on LinkedInVisit SocialPros.com for more insights from your favorite social media marketers.
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We see paid social ads every day, scrolling through our feeds, watching YouTube videos… And a lot of the time it can leave us frustrated and eager to swipe past. So how can social pros pause that never-ending scroll and get people interested? Sammy Lent, Creative Strategist and Growth & Acquisition Specialist, joins Social Pros to take us through her strategies for winning the battle against low attention spans and ad-resistant consumers.
Full Episode Details
Sammy Lent has worked with several different brands on paid social strategies that involve creative solutions to grab attention even when many are tired of endless advertising. Her top takeaway from this episode is to lean into empathy. Understanding consumers is step number one in any marketing push, but as social pros, who are no strangers to scrolling through our feeds, we can tap into the minds of consumers because we are them!
In this episode, Sammy breaks down the top differences between paid and organic social, highlighting that they’re two sides of the same coin and can complement each other well. She takes us through some of the creative projects she’s worked on and how platform changes have shifted the way paid social works and compete for attention on your feed. We also hear her take on influencer marketing and why more consumers are resonating with smaller content creators and UGC.
In This Episode:
2:07 - Sammy takes us through her career story as a creative strategist for different brands 5:07 - The top differences between organic and paid social 7:10 - How paid and organic social can complement each other 8:35 - Why marketers need to lean into empathy, especially in paid social 14:52 - How social media platforms have changed and how paid advertisers react 19:25 - Why TikTok is the platform Sammy would use if she had to start her career from scratch 22:28 - Predictions for the future of TikTok for advertisers 25:35 - How UGC and influencers fit into paid social today 31:02 - How to connect with Sammy 31:41 - Sammy shares her top tips for aspiring social pros
Resources
Connect with Sammy on LinkedIn Follow Sammy on Instagram
Visit SocialPros.com for more insights from your favorite social media marketers.
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A marketing strategy can be full of great, inventive ideas but unless it’s targeted at the right people, you could be flying blind. But how do you narrow down and identify your target market? Katie Robbert, CEO of Trust Insights, works with clients to identify their Ideal Customer Profiles (ICPs) and refine their marketing messages to speak directly to customers. She joins Social Pros to let us in on her strategy for using data insights, AI and targeting messaging.
Full Episode Details
The best marketing is targeted and specific. It speaks directly to customers who are likely to buy and find value in the solution you provide. It’s marketing that’s elevated by a thorough understanding of a customer’s pain points, needs, and wants, and offers a much-needed solution.
But without a clear idea of who those customers are, it’s easy for your marketing to become unfocused and less effective as a result. Enter the ICP, a strategy that helps you align all your marketing efforts to target exactly who you want.
Katie Robbert has plenty of experience digging into the details and data of her clients’ best customers to help marketers speak directly to them. In this episode, she explains the value of building an ICP and how using AI tools can help you uncover insights into customers more efficiently.
In This Episode:
2:06 - Katie explains her role as CEO and Co-Founder of Trust Insights 5:19 - How ICPs differ from customer personas or archetypes 9:17 - The type of data you need on customers to help you create the best content 10:56 - How the Trust Insights team identifies customer needs 14:34 - How to define or redefine your ICP 17:14 - How to use your ICP for creating targeted information 19:21 - Why you need to decide on a measurement method whenever you implement a new strategy 20:53 - Katie explains how specific an ICP can be 23:19 - How AI tools can help with processing data and finding patterns 25:46 - The next steps after you’ve defined your ICP 28:11 - Where to find more information about Trust Insights 28:34 - Katie’s top tip for aspiring social pros
Resources
Join the Trust Insights Slack Community Connect with Katie on LinkedIn Follow Trust Insights on LinkedIn Follow Trust Insights on Instagram
Follow Trust Insights on X Follow Trust Insights on TikTok Subscribe to Trust Insights’ YouTube Channel Visit Trust Insights’ Website
Visit SocialPros.com for more insights from your favorite social media marketers.
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Canva has opened the doors for just about anyone trying their hand at creating visual content, whether you’re a pro graphic designer or brand new to it all.
So, it’s no surprise that it’s an incredibly popular tool for marketers, brands, and social pros alike. We decided to revisit this episode from last year with Jacky Barker, formerly the Social Lead at Canva, to remind ourselves of how Canva’s social strategy brings the brand to life.
Full Episode Details
Canva is a marketer’s best friend! The smart visual communications platform helps social pros with marketing, building presentations, graphic design, branding, and has even expanded into video editing and website building. As Jacky likes to say in this episode, it offers “the full shebang”!
But how has their social media strategy contributed to Canva’s success? Jacky explains in this episode how community and culture are cornerstones of Canva’s ability to stay in the spotlight.
We hear about the day-to-day responsibilities of a Social Lead, how Canva identifies target audiences, and how its social team leverages creators, UGC, plus Pinterest and TikTok to reach more people.
In This Episode:
1:50 - An introduction to Canva 2:52 - Jacky’s day-to-day responsibilities as a Social Lead 5:12 - Where Canva takes its cultural cues 6:44 - How Canva stays on top of trends in the “creator world” 8:04 - How Canva engages with its super fans 10:57 - How Canva determines its target audience 13:13 - How Canva has changed its messaging around features 16:23 - Canva’s approach to expanding into a global brand 19:35 - Why Pinterest is a big focus for Canva 24:44 - How Canva determines its next steps for the product 29:11 - Jacky’s parting advice for social prosResources
Canva Canva on Pinterest Follow Canva on X Connect with Jacky on LinkedIn Follow Jacky on XVisit SocialPros.com for more insights from your favorite social media marketers.
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What is exciting about social right now, and what are the things that bug you the most? This special episode of Social Pros gathers together Convince & Convert experts to talk about their shared frustrations with social, the future trends they have their eye on, and the potential out there for brands right now...
Full Episode Details
In this unique, collaborative episode, hosts Daniel Lemin and Hannah Tooker come together with Convince & Convert strategists Sunny Hunt, Jennifer Harmon, and Jason Keath to explore the challenges and opportunities facing social pros today. They talk about their shared belief in the need for platforms to improve moderation systems and the rise of internal creators within brands that are engaging authentically with their audiences.
They also discuss the question they hear most frequently from social media leaders – ‘where should I focus my time, energy and budget?’ Plus they share strategies for overcoming analysis paralysis and how to build authenticity and trust in the age of AI.
In This Episode:
1:21 - This episode’s guests introduce themselves 4:53 - The inconsistent enforcement of community guidelines and the spread of misinformation 8:00 - Jason highlights the lack of trust in social media and the need to prioritize user experience over profit 9:42 - The rise of inadequately disclosed sponsored partnerships 11:04 - The growing trend of brands hiring internal creators 12:36 - Some of the most common questions from social media leaders 14:17 - The challenge of selling the value of social media to leadership 16:13 - The importance of connecting organic and paid social teams to improve quality and performance of content 22:11 - Things happening in social that marketing teams need to be paying attention to 28:19 - Why you need to be participating in short-form video, especially in B2B 35:44 - How to build authenticity in the age of AI 41:40 - Daniel’s pro tip for aspiring social pros
Resources
Grab your free Social Media Audit Bundle Convince & Convert Website Follow Convince & Convert on X Follow Convince & Convert on Instagram Connect with Daniel on LinkedIn Connect with Hannah on LinkedIn Connect with Sunny on LinkedIn Connect with Jennifer on LinkedIn Connect with Jason on LinkedInVisit SocialPros.com for more insights from your favorite social media marketers.
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Can AI help us to become better storytellers? Your immediate thought might be no, of course not! But while an AI tool won’t craft a compelling narrative out of nowhere, it can help us to become better at our jobs by saving time and acting as an advisor and assistant. For this episode, Mike Allton, the Chief Storyteller at Agorapulse, drops a masterclass on using AI to craft intriguing stories that all marketers and social pros can learn from.
Full Episode Details
As Chief Storyteller, Mike has fully embraced the new age of AI and shares his experience of learning how AI tools can play a role in storytelling. He shares examples of how AI can streamline research and content preparation and save time on the nitty-gritty work that bogs down creatives.
For those new to social media with AI worries, Mike shares advice (and reassurance) and explains the common mistakes even seasoned marketers make when using AI. He makes it clear that it is no magic wand, but it’s powerful – if you use it right. Mike weighs up AI’s strengths and limitations, offering practical advice on when to utilize it in content creation. One example he recommends is using AI to identify gaps in your content strategy, freeing up time for humans while highlighting opportunities for great content in the future.
In This Episode:
1:45 - What does Mike’s role as Chief Storyteller involve? 2:31 - What makes a good story? 5:45 - How AI and marketers can work together to tell stories 8:31 - The top thing marketers get wrong with AI 10:57 - How AI can help you find gaps in your content 13:00 - Mike’s advice for overcoming AI wariness and using it to improve your work 19:02 - How humans can differentiate themselves from AI 22:11 - How Agorapulse is integrating AI into the platform 27:06 - The best places to connect with Mike, including his website and podcast 27:32 - Mike’s top tip for aspiring social prosResources
Connect with Mike on LinkedIn Follow Mike on X Follow Mike on Instagram Mike’s Blog - The Social Media Hat AI in Marketing: Unpacked Podcast Agorapulse
Visit SocialPros.com for more insights from your favorite social media marketers.
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We take a look back at one of our favorite episodes from last year this week. When Joél Leon, Creative Director, T Brand Studio at New York Times Advertising, joined us in episode 601, he brought plenty of wisdom and some mic drop moments.
Full Episode Details
If you want your creative team to make magic, then you’ve got to foster a healthy environment for them to thrive in. As Creative Director, Joél believes there needs to be more “harmony” within the creative process. And part of that is by building the right environment and leadership.
In this episode, we hear Joél’s take on what it means to be a great creative director and why it’s important to trust your team and give them safe spaces to flourish creatively. Joél takes us through some examples of his favorite campaigns he’s worked on and how his team defines success. He explores why it’s necessary to practice what you preach, especially when joining conversations about social issues.
In This Episode:
1:39 - Joél explains his role within T Brand Studio 4:54 - How Joél’s team works alongside the newsroom and editorial teams 6:35 - Joél shares some details of campaigns his team has worked on 7:51 - How Joél leads his team to deliver the very best content 12:00 - Joél’s methods for managing expectations and working with brands 15:07 - How leaders can create a healthy work environment 16:50 - How to protect the interests of your team while keeping clients happy 20:07 - Joél shares some of his favorite campaigns to work on 23:42 - How Joél prefers to think about failure and success 26:45 - Finding a harmony between creativity and social issues 30:50 - Why listening is the most active form of communication 31:20 - Joél announces his publishing deal and book 33:03 - Joél’s top tip for those wanting to become a social pro
Resources
Connect with Joél on LinkedIn Follow Joél on X Follow Joél on InstagramVisit SocialPros.com for more insights from your favorite social media marketers.
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When people head to social media, usually the last thing on their minds is studying. But Quizlet, the widely popular learning platform, has managed to build an impressive social media presence that engages learners around the world. Tori Mueller, Senior Social Media Manager, joins Social Pros to clue us into their strategies.
Full Episode Details
Quizlet has perfected the formula for “edutainment” content with its unique blend of educational content, pop culture references, and community building on social. Tori heads up the social media department and joins this episode to take us through Quizlet’s strategy for appealing to an audience of learners, particularly Gen Z.
We hear about Quizlet's three-pillar approach to content creation: edutainment, building the brand, and tapping into culture. As serious study content isn’t what people usually want to see on their social media feeds, Quizlet combines educational content with cultural commentary on the trends that appeal most to its audience. She explains why this strategy is so successful in keeping the brand top of mind for learners.
Tori also shares a great example of how Quizlet engages in social listening by building a fully-fledged April Fools’ campaign, “Rizzlet,” based on a real user story on social. Quizlet also partners with influencers, and Tori shares how a partnership with @maxnotbeer led to high community engagement and new Korean language lessons added to the platform.
Authenticity over polished content is a common theme in social at the moment, and Tori agrees that authentic content is performing much better for her team. To tap into that authenticity, she explains how part of their strategy is to show the real people behind the brand.
In This Episode:
2:42 - An introduction to Tori and Quizlet 4:12 - How Quizlet engages an existing user base with its three content pillars 8:56 - How Tori determines what pieces of culture/trends to capitalize on 11:10 - How Quizlet’s April Fools’ prank came from UGC 16:15 - The challenge of getting employees to be on camera 19:02 - Why Quizlet leads with “dessert-first” content 20:32 - Tori tells us about an influencer collaboration and Instagram quiz campaigns 24:43 - Unusual use cases for Quizlet 25:51 - How Quizlet measures success and avoids vanity metrics 29:13 - Why Tori is most excited about the move toward authentic content 31:05 - Where Tori goes for inspiration 32:30 - The platforms Tori would choose to focus on if starting again from scratch 34:27 - Tori’s top tip for aspiring social pros
Resources
Quizlet Follow Quizlet on TikTok Follow Quizlet on X Follow Quizlet on Instagram Subscribe to Quizlet on YouTubeVisit SocialPros.com for more insights from your favorite social media marketers.
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