Social Pros Podcast

By: Convince & Convert
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  • Summary

  • Social Pros shines the spotlight on social media practitioners, people doing the real work for real companies. Each episode includes insights from a leading social media professionals plus current trends and ideas in the social media industry, discussed and ratified or debunked by Daniel Lemin of Convince & Convert and Hannah Tooker of Lane Terralever. Finally, each episode ends with The Big Two where our guest gives us their rapid-fire answers to two important questions.
    Copyright 2024 Convince and Convert. All rights reserved.
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Episodes
  • "Hiding the Veggies" in Higher Ed Social

    "Hiding the Veggies" in Higher Ed Social
    Sep 27 2024

    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 pros

    Resources

    • Connect with Emily on LinkedIn
    • University of Arizona
    • Follow the University of Arizona on Instagram
    • Follow the University of Arizona on LinkedIn

    Visit SocialPros.com for more insights from your favorite social media marketers.
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    33 mins
  • Nailing Down Paid Social for Your Brand

    Nailing Down Paid Social for Your Brand
    Sep 20 2024

    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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    35 mins
  • Building Ideal Customer Profiles for Social Media Success

    Building Ideal Customer Profiles for Social Media Success
    Sep 13 2024
    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 ICP17:14 - 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 strategy20:53 - Katie explains how specific an ICP can be23:19 - How AI tools can help with processing data and finding patterns25:46 - The next steps after you’ve defined your ICP28:11 - Where to find more information about Trust Insights 28:34 - Katie’s top tip for aspiring social pros Resources Join the Trust Insights Slack CommunityConnect with Katie on LinkedInFollow Trust Insights on LinkedInFollow Trust Insights on InstagramFollow Trust Insights on XFollow Trust Insights on TikTokSubscribe to Trust Insights’ YouTube ChannelVisit Trust Insights’ Website Visit SocialPros.com for more insights from your favorite social media marketers.
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    33 mins
Marketing Economics
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