402 episodes

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 strategist plus current trends and ideas in the social media industry, discussed and ratified or debunked by Jay Baer of Convince & Convert and Adam Brown of Salesforce. Finally, each episode ends with The Big Two where our guest gives us their rapid-fire answers to two important questions.

Social Pros Podcast Convince & Convert

    • Business

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 strategist plus current trends and ideas in the social media industry, discussed and ratified or debunked by Jay Baer of Convince & Convert and Adam Brown of Salesforce. Finally, each episode ends with The Big Two where our guest gives us their rapid-fire answers to two important questions.

    How Sam's Club Uses Social Listening to Serve Member Desires

    How Sam's Club Uses Social Listening to Serve Member Desires

    Sabrina Callahan and Mark Quine from Sam’s Club join Social Pros in part five of the five-part Social Pros Deep Dive series into Sam’s Club.
    Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:
    Salesforce Marketing Cloud
    SocialMedia.org
    Upfluence
    Supermetrics
    Full Episode Details
    The Sam’s Club Deep Dive is a new five-part series that explores how social media teams run their day-to-day operations over several episodes instead of just one. Social Pros interviewed several Sam’s Club social team members to learn the secrets of their success.
    Other than direct feedback or surveys, nothing quite captures the opinion of customers like social media can.
    Social media can provide a window into the minds of customers. It can help brands understand where they’re going right or wrong and what customers really want. That’s why Sam’s Club takes social listening so seriously.
    In this episode of the Social Pros Deep Dive into Sam’s Club, Social Pros speaks again with Sabrina Callahan, Senior Director of Brand and Social Marketing, and Mark Quine, Director of Social and Brand Media.
    They discuss the importance of social listening and how Sam’s Club responds to social opinion so quickly and effectively. Mark then discusses Sam’s Club’s approach to paid social and which strategies work best for the club.
    All five episodes are out now, so get ready to binge!
    As this is a brand-new series, we’d love to hear some feedback on what you think of the Social Pros Deep Dive. Please share any thoughts you have by emailing Jay directly.
    In This Episode:
    6:06 – Sam’s Club’s philosophy around social listening 8:18 – Why Sam’s Club has a member insights team 10:37 – How Sam’s Club measures and tracks customer sentiment on social 11:55 – How the social team translates its metrics for other departments 16:06 – How Sam’s Club introduced ‘Hero Hours’ during the pandemic after social posts went viral 21:47 – How Sam’s Club distinguishes between signal vs. noise 25:37 – Which channels Sam’s Club values the most for its insights 29:03 – The role of paid social in Sam’s Club 29:52 – How Sam’s Club measures the success of paid social 31:21 – How Mark tries to establish real causation and correlation in paid social 32:10 – How the social team keeps things consistent by working closely with the digital marketing teams 36:59 – Sam’s Club’s methods and strategies around boosting social posts 38:27 – Mark’s thoughts on which creative ad formats perform best for Sam’s Club 44:26 – Mark’s number one tip for becoming a social pro Resources
    Get the new State of Marketing report for free from Salesforce Download Upfluence’s Brand Influence Ranking Report Download the Social Media Metrics template from Supermetrics Visit SocialPros.com for more insights from your favorite social media marketers.

    • 47 min
    How Sam's Club Quadrupled Down on Social Care

    How Sam's Club Quadrupled Down on Social Care

    MacKenzie McCarver and Tina Parker from Sam’s Club join this episode of Social Pros for part four of the five-part Social Pros Deep Dive series.
    Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:
    Salesforce Marketing Cloud
    Upfluence
    Supermetrics
    Full Episode Details
    The Sam’s Club Deep Dive is a new five-part series offers a detailed look into how a big business manages social strategies, scheduling, business growth, community, and more.
    For many, social media is the first port of call for customers with questions or complaints. It’s often the fastest way a brand can directly contact its customers.
    This means that businesses, big or small, need to think about how they approach customer care on social. With a big business such as Sam’s Club, this operation is a lot more elaborate.
    Find out how in this episode of Social Pros Deep Dive. In part four of five, Social Pros speak with MacKenzie McCarver and Tina Parker – key members of the social media team at Sam’s Club.
    Director of Social Media, MacKenzie, is back from our talk in part three, this time joined by Tina Parker, Associate Director of Brand and Social Marketing.
    They discuss Sam’s Club’s refreshingly proactive take on customer care, the best way to interact over social media, and how the club celebrates its brand ambassadors.
    All five episodes are out now, so get ready to binge!
    As this is a brand-new series, we’d love to hear some feedback on what you think of the Social Pros Deep Dive. Please share any thoughts you have by emailing Jay directly at jay@convinceandconvert.com.
    In This Episode:
    5:52 – How Sam’s Club resources social media customer care 6:50 – The multiple customer care levels and how they work 8:02 – What Tina looks for in a social customer care agent 9:29 – Sam’s Club’s unique approach to customer interactions 11:46 – How Sam’s Club responded to the pandemic challenges 13:26 – Which platforms Sam’s Club focuses on the most for customer interactions 14:35 – How social empowered people during the pandemic 16:55 – The unique tool Sam’s Club uses for local social updates 17:51 – How Sam’s Club balances public versus direct message responses 18:47 – Why Sam’s Club prioritizes real responses over automated messages 21:44 – How proactive Sam’s Club agents are in responding to customers 24:30 – How Sam’s Club deals with customers who make complaints across different channels and mediums 27:57 – What measurements of success look like at Sam’s Club 29:55 – How Sam’s Club prepares for the event of a social media crisis 31:43 – Tina’s take on “if there’s three, there’s more” when it comes to customer complaints 33:20 – The process Sam’s Club follows to communicate issues at a higher level 35:28 – How Sam’s Club celebrates brand ambassadors and fans on social 38:45 – Tina’s one tip for becoming a social pro 39:12 – Who MacKenzie would love to have a video call with Resources
    Get the new State of Marketing report for free from Salesforce Download Upfluence’s Brand Influence Ranking Report Download the Social Media Metrics template from Supermetrics Visit SocialPros.com for more insights from your favorite social media marketers.

    • 40 min
    How Sam's Club Creates Community With Social Media

    How Sam's Club Creates Community With Social Media

    MacKenzie McCarver and Hunter Wuensche from Sam’s Club join this episode of the Social Pros podcast in part three of a five-part Social Pros Deep Dive series.
    Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:
    Salesforce Marketing Cloud
    Upfluence
    Supermetrics
    Full Episode Details
    The five-part Sam’s Club Deep Dive series looks closely at how big businesses manage social media, covering all the strategies, methods, and team dynamics over not one but five episodes. The series kicks off with Sam’s Club, the beloved wholesale membership club.
    Social media has a way of bringing people together, and that’s what Sam’s Club is all about. The social media team at Sam’s Club has ballooned in size over the past few years, and it’s transformed the way it approaches social media.
    In part three of five episodes in the Sam’s Club Deep Dive series, Social Pros talks to MacKenzie McCarver and Hunter Wuensche about creating community through social media.
    MacKenzie is the Director of Social Media, and Hunter is the Social Media Manager at Sam’s Club. They share how Sam’s Club creates a community, both within its own team and its members, through social care, user-generated content, and influencer marketing.
    You’ll also hear how MacKenzie and Hunter’s roles fit into the team and how they impact the day-to-day social strategies at Sam’s Club.
    In This Episode:
    5:00 – What the day-to-day social media strategies look like at Sam’s Club 6:44 – Reaching different types of Sam’s Club customers on social 7:52 – The ‘Happy Host’ segment that Sam’s Club focuses on 8:46 – Collaboration between the social team and different departments 10:06 – How influencer marketing fits in with the rest of the social strategy 13:45 – Sam’s Club’s methods for finding influencers to work with 16:35 – How Sam’s Club manages an editorial calendar across the states 18:57 – The process behind creating organic social posts 21:26 – The best type of visual content for Sam’s Club 23:34 – How Sam’s Club encourages employee-generated content (EGC) 24:54 – The tool that Sam’s Club uses to manage EGC for Facebook posts 27:10 – Why the social team works closely with operations, HR, and legal for EGC 28:40 – Sam’s Club’s approach to brand-to-brand interactions 30:43 – How the team uses trends and hashtags as part of its campaigns 34:27 – MacKenzie’s tip for those wanting to become a social pro 37:09 – Who Hunter would love to have a video call with Resources
    Get the new State of Marketing report for free from Salesforce Download Upfluence’s Brand Influence Ranking Report Download the Social Media Metrics template from Supermetrics Visit SocialPros.com for more insights from your favorite social media marketers.

    • 39 min
    How Social Media Powers the Sam's Club Brand

    How Social Media Powers the Sam's Club Brand

    Natalie Hite, Associate Director of Brand Marketing at Sam’s Club, joins the Social Pros Podcast in part two of a five-part Social Pros Deep Dive series.
    Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:
    Salesforce Marketing Cloud
    Upfluence
    Supermetrics
    Full Episode Details
    In this five-part Deep Dive into Sam’s Club, we look at how their busy team executes its social media strategy.
    For an insider look at how Sam’s Club’s social media team operates, each episode features a different social team member. They speak a bit about their role and how they fit into the now-huge social media team at Sam’s Club.
    What makes the Sam’s Club brand so unique?
    In the previous episode of the Social Pros Deep Dive series, Sabrina Callahan spoke about how she focused on getting the brand right before anything else.
    In this episode, part two of the Deep Dive series, Natalie Hite, shares more details about what makes the Sam’s Club brand so special – and how social media fits into that. She talks about why “brand storytelling has been our primary objective.”
    Natalie discusses how vital connection, communication, and brand storytelling are to Sam’s Club and how her role as Associate Director of Brand Marketing helps drive results.
    All episodes of this series are out now, ready to binge!
    As this is a brand-new series, we’d love to hear some feedback on what you think of the Social Pros Deep Dive. Please share any thoughts you have by emailing Jay directly at jay@convinceandconvert.com.
    In This Episode:
    5:38 – Where Natalie’s role fits into the Sam’s Club team 6:55 – Natalie’s experience of watching the social team grow so quickly 8:43 – What Sam’s Club’s brand promise is and what it means 10:02 – How Natalie adapted from traditional media to social 13:02 – How social media became the quickest way to communicate with members 13:36 – Why Sam’s Club takes a “social-first approach” 15:50 – How the Sam’s Club social media team collaborates with other departments 18:15 – Natalie’s take on traditional vs. social media 19:39 – How Sam’s Club targets many different customer types with its content 22:43 – How Sam’s Club taps into the ethos of different audiences by asking for feedback 25:47 – Why Sephora and Ben & Jerry’s are “north stars” for Sam’s Club 28:00 – How Sam’s Club uses storytelling to resonate with audiences 31:34 – How the Sam’s Club vendors get involved with Sam’s Club’s social pushes 34:30 – Natalie’s top tips for becoming a social pro 37:43 – Natalie shares who she’d love to have a video call with Resources
    Get the new State of Marketing report for free from Salesforce Download Upfluence’s Brand Influence Ranking Report Download the Social Media Metrics template from Supermetrics Visit SocialPros.com for more insights from your favorite social media marketers.

    • 39 min
    How Sam's Club Grew Social Media by 2400%

    How Sam's Club Grew Social Media by 2400%

    Sabrina Callahan, Senior Director of Brand and Social Marketing at Sam’s Club, joins the Social Pros Podcast as the first guest in a brand-new series called Social Pros Deep Dive.
    This series takes a closer look at businesses’ social strategies, explored over several episodes. Social media has become so important and complex that trying to summarize it in just one episode means leaving out a lot of detail.
    To kick things off, series one focuses on Sam’s Club, the much-loved wholesale membership club.
    The Sam’s Club Deep Dive is a five-part series that puts social media at Sam’s Club under the microscope. Tune in as Social Pros interviews different team members over five episodes to find out how the busy team operates their social media strategy.
    Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:
    Salesforce Marketing Cloud
    Upfluence
    Supermetrics
    Full Episode Details
    When done right, social media can have a remarkable effect on company growth. A great example of this is Sam’s Club, the popular wholesale membership club. Sam’s Club dramatically expanded its social media team from just two to 50 employees and has seen growth and engagement skyrocket.
    In part one of five episodes in the Sam’s Club Deep Dive series, Social Pros speaks to Sabrina Callahan, Senior Director of Brand and Social Marketing.
    Sabrina discusses what it takes to run a growing social media team and how she handles all the moving pieces. She describes how Sam’s Club structures its social team and campaigns, plus its future plans.
    Sabrina also introduces us to some of the other cast and characters in the Sam’s Club social team, who will join the podcast over the next few episodes.
    All five episodes are out now, so get ready to binge!
    As this is a brand-new series, we’d love to hear some feedback on what you think of the Social Pros Deep Dive. Please share any thoughts you have by emailing Jay directly at jay@convinceandconvert.com.
    In This Episode:
    7:00 – Why Sam’s Club expanded the social team so rapidly 9:48 – The importance of having an advocate in your company for social media 11:25 – How the Sam’s Club social team is structured 19:10 – Sabrina shares what qualities she looked for when hiring the social team 24:25 – Why Sabrina focused on building the brand identity, then the social channels 27:54 – How a member’s experience differs between digital and brick-and-mortar shopping 30:15 – What Sam’s Club got right with its COVID-19 approach and messaging 35:54 – Sam’s Club’s primary goal with social media 39:15 – How the pandemic affected Sabrina as a social pro 43:09 – Sabrina’s top tip for social pros 44:50 – Who Sabrina would love to have a video call with Resources
    Get the new State of Marketing report for free from Salesforce Download Upfluence’s Brand Influence Ranking Report Download the Social Media Metrics template from Supermetrics Visit SocialPros.com for more insights from your favorite social media marketers.

    • 47 min
    How to Become a Human Social Media Swiss Army Knife

    How to Become a Human Social Media Swiss Army Knife

    Jay Maldonado, Director of Social Media at SurveyMonkey, joins the Social Pros Podcast to discuss how brands can create an agile social media plan that is also socially conscious.
    Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:
    Salesforce Marketing Cloud
    Upfluence
    Supermetrics
    Full Episode Details
    The very nature of social media is flexible and can change at any moment. That’s why it’s so important to have many tricks up your sleeve when creating a social media strategy.
    Jay Maldonado, Director of Social Media at SurveyMonkey, says that flexibility and wearing many hats are the keys to becoming a top social pro.
    In this episode of Social Pros, Jay discusses why all social media teams should have a “living doc” for their strategy that you can change when needed. He talks about why it’s important to have great leadership and a team that really believes in the power of social media.
    Jay also discusses why you need to be sensitive and open to learning to have genuine and authentic conversations over social media.
    In This Episode:
    7:52 – How sometimes social pros don’t leverage social media for themselves 9:14 – How Jay manages marketing to a broad SurveyMonkey audience 11:47 – How social comes to life at SurveyMonkey 13:15 – Why all social media strategies should have a “living doc” 15:28 – How to create an agile social strategy 20:38 – How to ask the right questions in social media 22:45 – Jay’s advice for social pros to navigate important social issues 26:15 – Jay’s tips for social pros to use data better 30:33 – SurveyMonkey’s recent study into mental wellness in the workplace 33:25 – Choosing the best social media channels to market your brand 35:54 – The importance of leadership and a great team 38:32 – Jay’s one tip for becoming a social pro Resources
    Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Download Upfluence’s Brand Influence Ranking Report Download the Social Media Metrics template from Supermetrics Visit SocialPros.com for more insights from your favorite social media marketers.

    • 46 min

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