Social Pros Podcast

Convince & Convert
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Social Pros Podcast

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.

  1. 5 DAYS AGO

    Why Social Goes to the Dogs

    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.

    31 min

  2. 15 NOV

    Cut Through the Noise with the King of Clarity, Steve Woodruff

    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 pros Resources  Connect with Steve on LinkedIn Visit Steve’s Website Visit SocialPros.com for more insights from your favorite social media marketers.

    35 min

  3. 8 NOV

    Navigating Social with Your Friendly Neighborhood Gen-Z

    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 Instagram Visit SocialPros.com for more insights from your favorite social media marketers.

    33 min

  4. 1 NOV

    Social Pros Podcast Live at Content Marketing World

    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 Institute Visit SocialPros.com for more insights from your favorite social media marketers.

    28 min

  5. 25 OCT

    How a Legacy Brand Ran with Their TikTok Boom

    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.

    40 min

  6. 18 OCT

    The Sweet Tooth of Social Media

    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 pro Resources  Connect with Annie on LinkedIn Ferrara Candy Company Visit SocialPros.com for more insights from your favorite social media marketers.

    36 min

  7. 11 OCT

    Greatest Hits: Unlocking Better Partnerships - A Deep Dive with Lucy Quick

    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 Bundle Visit SocialPros.com for more insights from your favorite social media marketers.

    37 min

  8. 4 OCT

    Bridging the Generational Divide on Social

    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 generations Resources  Connect with Leanna on LinkedIn Grab your free Social Media Audit Bundle Visit SocialPros.com for more insights from your favorite social media marketers.

    40 min
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About

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.

Information

  • Creator
    Convince & Convert
  • Years Active
    2012 - 2024
  • Episodes
    594
  • Rating
    Explicit
  • Copyright
    © Copyright 2024 Convince and Convert. All rights reserved.
  • Show Website
    Social Pros Podcast

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