Episódios
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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.
Full Episode Details
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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What does it take to manage social media for a global brand like Uber? We hear the secrets to their social success in this episode with N'Yaisha Aziz, the Global Social Media Lead at Uber, who takes us through Uber’s strategy and approach to building winning campaigns that resonate.
Full Episode Details
How can we make our social media content resonate and create a real impact online? N'Yaisha Aziz joins the podcast to share Uber’s approach to community, adapting to cultural trends, and creating viral campaigns that people talk about at the dinner table. Heading up both sides of the business, Uber and Uber Eats, N'Yaisha operates across the brand team, product marketing, and social impact to deliver campaigns, initiatives, and messaging through engaging campaigns and organic content.
We hear some behind-the-scenes stories of Uber’s successful campaigns, including a holiday campaign with the “Queen of Christmas,” Mariah Carey, and how she got to work on content in real-time for the Super Bowl. N'Yaisha explores the impact of community-driven content, the challenges of balancing campaign work with organic social media, and why Uber prioritizes shareability and comments as key metrics for success.
In This Episode:
2:12 - What N'Yaisha’s role involves and a typical day in the life at Uber 4:00 - How N'Yaisha balances the campaign side and the organic side 6:12 - How Uber makes space for content that works on both a local and global level 9:15 - How Uber manages its content calendar while keeping the community engaged 11:17 - Why Uber prioritizes shareability and comments as key metrics 14:02 - N'Yaisha’s take on pushing boundaries in social 16:11 - N'Yaisha takes us through Uber’s holiday campaign with Mariah Carey 20:19 - Drafting a creative brief for Mariah Carey 24:00 - Working on campaigns that tap into sentimental moments 27:58 - What it was like working on real-time content at the Super Bowl 30:05 - Where N'Yaisha goes for inspiration 35:05 - N'Yaisha’s top tips for aspiring social pros
Resources
Join the Social Pros LinkedIn community Connect with N'Yaisha on LinkedIn Follow Uber on LinkedIn Follow Uber on Instagram
Visit SocialPros.com for more insights from your favorite social media marketers.
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Data-Driven Decisions is a new limited-series marketing podcast presented by Convince & Convert and shared with our Social Pros listeners.
What happens when marketing truly takes the driver's seat with data and insights? In this episode, we hear from Jenn Chase, Chief Marketing Officer and Executive Vice President at SAS, a company that operates with a data-first culture.
Translating Data into Meaningful Insights
Jenn explains what insights SAS focuses on from a marketing perspective and how that helps her team and other departments work together to drive results. She talks about the different types of surveys and brand studies that SAS conducts to collect data both internally and externally, plus the impact that has on working toward business goals.
For SAS, it’s clear that data is embedded in its culture, but for that data to be useful, it needs context. Jenn’s team makes an effort to translate that data into insights that matter for different departments, including sales and finance.
Jenn also shares some examples of clients SAS works with and how they have transformed how they use data to enhance the customer experience with personalization. In a cookie-less world, brands need to think outside the box when it comes to collecting data, but Jenn shares some top tips for companies to get started.
In This Episode:
1:30 - The vision that Jenn adopted when taking on her role at SAS 2:45 - The insights that SAS’s marketing team provides the rest of the company 5:42 - How Jenn encourages her team to drive value of marketing across the organization 7:44 - The art to connecting the dots across the organization on ROI 9:36 - How Jen builds strong relationships with other teams 11:43 - The importance of marketing, sales, and finance learning each other’s languages 13:48 - How SAS uses data to help clients better serve customers 16:08 - Jenn shares an example of a beauty retailer who transformed their data strategy 19:05 - Why we’ll see the evolution of commercial industries thanks to better data management 19:56 - How SAS is helping sports organizations with data 21:32 - Helping clients take a customer-driven approach with data 22:48 - How brands can get ahead in a cookie-less future 24:50 - Why brand personas are crucial 28:02 - Advice for organizations who are beginning to use data 31:19 - Why we need to democratize data 35:45 - How SAS strikes the balance between being data-driven and human-centric decision-makingQuotes:
“From a B2B perspective, we understand that we need to meet our buyer, not just as their work persona, but recognize that they live in a broader world, and you can reach them in a more personal way.”
“Start with the end in mind. What are the questions that you want to be able to answer about your customers that you can't today? Really paint a vision for what the end state could look like and how it can have business impact."
“It’s imperative we know not only the demographics but also the psychographics of those personas so that you understand what's motivating them and then making sure that that information is fed into a creative brief so that all of the content that you create downstream as part of an integrated campaign is based on what that persona wants.”
Resources:
Connect with Jenn on LinkedIn: https://www.linkedin.com/in/jennchase/ SAS: https://www.sas.com/en_gb/home.htmlPurchase the book at koganpage.com/datadrivenpersonalization (use code CCData20 for 20% off and free shipping in the UK and US) and sign up for more content at convinceandconvert.com.
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Leaning into social-first content can help you connect to the trends that your audience is already engaged with. The key to great social-first content? Being a content consumer yourself, says our guest this week, Byron Stewart, Associate Director of Social Media at Team Epiphany.
Full Episode Details
By tapping into the current online culture and trends, you’re in the perfect position to jump onto new opportunities to expand your brand’s reach. That’s what Bryon found when he worked at Foot Locker. As he was scrolling on Twitter at the gym, he spotted an opportunity to jump on a meme about Machine Gun Kelly being a Foot Locker employee. Not long after he posted, the Tweet went viral. This is a perfect example of how you can build social-first content (sometimes with minimal work) with a consumer mindset – a key theme running through this episode with Byron.
Byron shares his advice for social pros who want to leverage trends the right way, take risks, get leadership buy-in for campaigns, and how to work effectively with creators.
We also hear his thoughts on tackling burnout in the era of being “chronically online” and why his top tip for social pros is to commit to continuous learning. The episode leaves us with Byron's thoughts on the creator economy and his approach to identifying and leveraging emerging trends for different brands.
In This Episode:
2:48 - Byron explains his new role at Team Epiphany 3:38 - How Foot Locker went viral with a Machine Gun Kelly post 8:40 - Advice for social pros to do something similar while protecting their brand 10:36 - How Byron stays informed about current culture with a consumer mindset 12:46 - How Byron identifies important trends, tracks them, and applies them 14:51 - Byron’s take on brand relationships with creators 17:35 - The biggest changes in the platforms affecting the creator economy 20:02 - Ways he’d like to see Instagram and TikTok evolve 22:30 - Byron’s favorite types of content 23:59 - How to avoid burnout as a social pro 25:45 - How Byron kickstarted the employee advocacy program at Foot Locker 29:45 - Advice on getting buy-in to start making employee-generated content 31:20 - Why Byron loves being a social media advocate 33:00 - Byron’s top tip for social pros
Resources
Join the Social Pros LinkedIn Community Connect with Byron on LinkedIn Team EpiphanyVisit SocialPros.com for more insights from your favorite social media marketers.
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Data-Driven Decisions is a new limited-series marketing podcast presented by Convince & Convert and shared with our Social Pros listeners.
Data is being used more and more to help businesses make the best decisions, in part thanks to the greater selection of tools available to capture it. But what if you struggle to access that first-party data? And what can you do with data once you do have it?
A Balanced Approach to Data-Driven Decisions
In this episode of Data-Driven Decisions, we sit down with Rand Fishkin, Co-Founder and CEO of SparkToro, an audience research tool that helps organizations understand their audiences better. Rand explains how SparkToro helps businesses learn about and target their audiences, and shares examples of users who have seen success with the platform.
We hear his thoughts on common mistakes marketing teams make, such as relying too much on Google and Meta ads, and why sometimes more unconventional marketing can achieve better results. Rand also shares his balanced take on the use of data to drive decision-making. While data can be a great guide, there are certain blind spots that the data can’t tell you about. Rand recommends a more balanced approach to data usage and supplementing data-driven insights with experimentation, intuition, and direct customer conversations to really get to know your customers.
In This Episode:
0:27 - How SparkToro works 3:11 - Why marketing is too focused on Google and Meta ads 4:20 - What companies typically underinvest in 6:57 - Examples of how clients use SparkToro 12:49 - The problem with focusing on channels and tactics rather than the audience 14:46 - How uncommon tactics are inexpensive (and sometimes more effective) compared to ads 16:31 - How a brand used Reddit in a unique way 19:15 - Zero click marketing tactics that help customers know, like, and trust you 20:45 - Are pre/post-purchase surveys misleading? 25:54 - Why Rand prefers to look at correlation not causation 27:05 - How Rand’s relationship with data evolved from Moz to SparkToro 29:17 - Why it’s harder to prove the value of tactics today 31:23 - The problem with attributing value to search engines 34:07 - Advice for organizations embarking on their data-driven journey 35:47 - Rand’s take on why data doesn’t tell the full story 39:18 - How to recognize what data can and can’t solveQuotes:
“One of the big frustrations that I have is that marketing has gotten more and more Google and Facebook advertising shaped... SparkToro is trying to show you where your audience actually spends time.”
“I think it pays to be responsible in your recognition of what problems data can solve and what it can't solve. It's not always the case, in my opinion, that every culture needs to be more data-driven."
“I'm always shocked at how much I learn when I spend a bunch of time talking to customers or watching interviews.”
Resources:
Connect with Rand on LinkedIn: https://www.linkedin.com/in/randfishkin/ SparkToro: https://sparktoro.com/Purchase the book at koganpage.com/datadrivenpersonalization (use code CCData20 for 20% off and free shipping in the UK and US) and sign up for more content at convinceandconvert.com.
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It’s time to put aside those rigid, long-term social media strategies. Social is changing, and flexibility is the new superpower. In this episode of Social Pros, Jayde Powell, Founder and Head of Creative of Em Dash, shares her tips for brands and creators to achieve success in today’s social era.
Full Episode Details
As a true “creatorpreneur,” Jayde isn’t just the Founder and Head of Creative at Em Dash, a content and creative development agency. She has a ton of other projects, including hosting the LinkedIn series #CreatorTeaTalk, being the Co-Founder of Weed For Black Women, a media hub and online community, plus managing her own personal brand. She joins this episode to share her strategies for creating brilliant content for brands and collaborating with creators, plus how she developed her own personal brand on LinkedIn, aka “the Briefcase App.”
We hear why she favors flexibility and adaptability in social media strategies over rigid, long-term plans that often fall short in the fast-paced social media world. She suggests that brands should focus on developing teams who live and breathe social and can create high-quality content with a more flexible approach.
We also talk about the creator economy, and Jayde shares some invaluable tips for creators on negotiating pay and developing business savviness. She suggests that brands look beyond partnering with creators for one-off campaigns and instead work on more sustained collaborations. The episode also explores Jayde's journey from corporate life to becoming a successful creator on LinkedIn, where she found success by staying true to her authentic voice and personality.
In This Episode:
2:08 - Jayde takes us through all the different projects she manages to balance at once 3:54 - Why Jayde first got into the creator space 5:34 - How Jayde turned away from Twitter/X to find success on LinkedIn 7:55 - Advice on finding your footing on LinkedIn 11:20 - What are brands getting right in the creator economy? 14:47 - Jayde explains some of her brand partnerships 15:53 - Why creators need to be business savvy 17:44 - Negotiating pay as a creator and getting paid what you’re worth 19:37 - Jayde explains how the Weed For Black Women community began 23:32 - What she’s learned about running a community 25:48 - How Jayde evaluates success 27:10 - Where brands are doing their communities injustice 29:07 - Advice for brands starting from scratch 31:04 - Why planning social media content too far in advance isn’t worth it anymore 34:29 - How creators can set boundaries to avoid burnout 38:24 - Jayde’s top tips for aspiring social pros
Resources
The Em Dash Co. Connect with Jayde on LinkedIn Follow Jayde on Instagram WFBW Ventures #CreatorTeaTalkVisit SocialPros.com for more insights from your favorite social media marketers.
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Data-Driven Decisions is a new limited-series marketing podcast presented by Convince & Convert and shared with our Social Pros listeners.
How did this non-marketing but data-driven leader become a Chief Marketing Officer? Shafqat Islam, the CMO of Optimizely, joins this episode of Data-Driven Decisions to share how he’s leading Optimizely’s marketing team into building a culture of data and experimentation.
Let the Data Do the Talking
In this episode of Data-Driven Decisions, we dive deep into the world of marketing data, measurable targets, personalization and customer-centric marketing.
Shafqat shares invaluable insights on how to approach personalization strategically, emphasizing the value of starting simple and scaling up gradually. He discusses the challenges of content creation for personalized experiences and offers practical advice on leveraging AI to find patterns in customer feedback from support tickets and sales calls.
We also explore the critical role of experimentation and testing when it comes to new marketing ideas, and why Optimizely considers experimentation part of its culture. Shafqat explains why it’s so important for marketers to have a rock-solid understanding of the typical customer journey and why this should be documented and measurable.
In This Episode:
0:37 - How Shafqat ended up in his role 2:36 - Why Shafqat wanted to build a more data-driven culture 4:58 - How this approach affects the marketing team 7:07 - The importance of experimenting with new ideas 8:28 - Optimizely’s approach to experimentation 12:33 - Why personalization is still a huge topic for marketers 15:22 - Finding a balanced and realistic idea of personalization 18:20 - How Optimizely helps its clients use their own data to make decisions 20:54 - Why all marketers need to map out the typical customer journey and document it 24:25 - How to ensure customers get the right resources 27:09 - How Shafqat researches and understands his customers 30:14 - The most important marketing metrics 31:56 - How Optimizely uses AI to find patterns in customer interactionsQuotes:
“Marketing is as much about the customer as it is about the prospect. In fact, in the business of our scale, it may be more customer than even prospect.”
“It's really, really important to document the customer journey and understand all the touchpoints and then come up collectively as a marketing organization, with what we want that ideal journey to be."
“Experimentation is much more than tools. To me, the idea is how do we create a culture of experimentation?”
Resources:
Connect with Shafqat on LinkedIn: https://www.linkedin.com/in/shafqat/ Optimizely: https://www.optimizely.com/Purchase the book at koganpage.com/datadrivenpersonalization (use code CCData20 for 20% off and free shipping in the UK and US) and sign up for more content at convinceandconvert.com.
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