38 episodes

A podcast for social media marketers, digital advertisers, and modern entrepreneurs who want to stop chasing the tide and start making waves online. We sit down with the tastemakers and strategic minds behind some of the most engaged communities and up-and-coming brands to uncover the methodology behind their seismic impact.

Waves Social Podcast Mitzi Payne & Mike Payne

    • Business
    • 5.0 • 8 Ratings

A podcast for social media marketers, digital advertisers, and modern entrepreneurs who want to stop chasing the tide and start making waves online. We sit down with the tastemakers and strategic minds behind some of the most engaged communities and up-and-coming brands to uncover the methodology behind their seismic impact.

    S04 E06: Ask-Us-Anything: Why We Chose Not to Sell in 2020 with Mitzi & Mike Payne of Arcade Studios

    S04 E06: Ask-Us-Anything: Why We Chose Not to Sell in 2020 with Mitzi & Mike Payne of Arcade Studios

    Welcome to our first ever ask-us-anything episode, where your hosts, Mike and Mitzi, answer the questions you’ve been asking on Instagram. Many of you may know that we run an award-winning digital agency called Arcade Studios, which specializes in digital strategy, content production, social media, and email marketing. Our company has doubled in size over the last year and, in order to scale our agency that quickly we have had to learn a lot of important lessons along the way! In today’s episode, we unpack some of those learnings and we look back on our highlights from the last 12 months, such as landing our first celebrity client and winning our first Webby Award. We believe that there is so much potential in digital marketing, now more than ever, which is why we have decided to pull back the curtain on how we have built our business, how others can learn from our mistakes, and how to establish healthy relationships. While this episode will obviously be beneficial for listeners looking to start agencies, launch their freelance careers, or build their teams, creatives and entrepreneurs will also gain value from our insights into finding clients, evaluating new hires, and balancing personal and work commitments. We also touch on our exit strategy, why we started a podcast, and what parenthood has taught us about our business. Make sure to tune into this jam-packed conversation today!
     
    Key Points From This Episode:
    Mitzi reflects on the moment that inspired us to start Arcade Studios.Get a glimpse into our rebrand and how we figured out what to call our new agency.How we found clients in the beginning (and still do): through our network and referrals.Find out why Mike says that the hardest part of his job is being involved in execution.Mitzi shares her struggle with client services, especially in moments of conflict.How we navigate losing a client, especially when we invest so heavily in our relationships.How we have worked to distinguish our business identity from our personal identities.The importance of ending a client relationship on a positive note; never burn a bridge!What we look for in our new hires, from hunger and humility to how you use social media.The value of using the word ‘we’ more than ‘I’ and demonstrating curiosity.We defend our reputation for hiring our friends; being friends with someone on the team will get you through the door, but it won’t keep you there!Balancing personal and work commitments and why we describe ourselves as ‘busy flexible’.How Mike developed the awareness to prioritize his commitments based on self awareness.The benefits we have seen in shifting from a poverty mindset to one of abundance.We share some of our big ideas for new businesses, podcasts, and brands.Find out why we would sell Arcade in the future and what a past offer taught us about the value of our company.Mitzi on why we started a podcast as an outlet for thought leadership and connection.Some of the differences between a blog and a podcast and the benefits of each format.The podcast as a marketing channel for the agency, one that isn’t directly profitable.Opening another office in a different city and viewing office space as a luxury post-COVID.Kanye versus Drake, guilty pleasures like fantasy football or reality TV, and more!What parenthood teaches us about business, including patience and embracing the process.Rapid-fire finale: find out who is funnier, who is the better cook, who needs more sleep, which of us is a picky eater, and more!
     
    Links Mentioned in Today’s Episode:
    Mitzi Payne on Instagram
    Mike Payne on Instagram

    • 1 hr 1 min
    S04 E05: Is Facebook Advertising Dead? With Josiah Sinanan and Benjamin Velázquez of Arcade Studios

    S04 E05: Is Facebook Advertising Dead? With Josiah Sinanan and Benjamin Velázquez of Arcade Studios

    Today’s guests join us to talk about digital advertising and paid media. Affectionately known as our very own ‘Paid Papis', Josiah Sinanan and Benjamin Velazquez bring tons of expertise on the subject. Josiah is the Digital Lead at Arcade Studios, where he provides an array of unique clients from e-commerce to entertainment with paid media strategy and execution. Josiah oversees digital advertising activities for these clients across platforms such as Google, Facebook, and Instagram, and emerging platforms like YouTube, TikTok, and Pinterest. Benjamin is a Digital Coordinator at Arcade with a passion for helping founders and entrepreneurs humanize their brands to position themselves as leaders in their respective industries. He is an active leader and learner in the digital marketing industry, striving for both self and brand improvement while contributing to overall success. In this episode, we talk to Josiah and Benjamin about the huge impact that the iOS 14 update has had on Facebook data collection and what this means for advertisers, including some of the workarounds, strategies, and alternative platforms that brands can take advantage of as the need to diversify their channels increases. We also touch on ad creative for new platforms like TikTok, the importance of knowing thyself and thy audience, and the effectiveness of UGC (user-generated content), as well as how to allocate your advertising budget depending on your goals and the platform. Tune in today for all this and more from our advertising experts, Josiah Sinanan and Benjamin Velazquez!


    Key Points From This Episode:
    An introduction to Josiah Sinanan and how he came to be digital lead at Arcade Studios.What excites Josiah about advertising and digital marketing, including how diverse it can be.A day in the life of an advertiser, from tracking trends to client facing activity.Meet Benjamin Velazquez and hear about his passions and how he came to work at Arcade.What a day in the life looks like, staying on top of strategy and community management.  The impact of iOS 14 on Facebook data collection and what it means for advertisers.How Ben and Josiah combatted the impact on ads, starting with educating clients.Which Facebook tools to take note of; Automatic Advanced Matching and Conversions API.Alternative platforms to take advantage of as the need to diversify your channels increases, such as Google and even Snapchat.Some of the most obvious points of impact, from top funnel activity to interest targeting.How to use Facebook features like Lookalike Audiences and Call-to-Action targeting.Why Facebook ads aren’t dead; how Ben views this as an opportunity for innovation.How brands can make platforms work together to get the best ROI; intentional platform use.Josiah suggests some creative strategies for brands focused on traffic rather than sales.Learn more about implementing a boosting strategy for your social media presence.Mitzi weights in on whether or not email automations are replacing retargeting ad sets.The value of investing in ad creative for platforms like Snapchat, TikTok, and Pinterest.Ben emphasizes the importance of knowing your brand and knowing your audience. Tailoring your creative to each specific audience and platform in a multi-platform strategy.Examples of ad creative that Ben and Josiah feel are effective, like no name on TikTok.How effective UGC (user-generated content) is and why brands are encouraged to use it in a thoughtful and intentional way.Who Ben and Josiah think is making waves in the industry, like MANSCAPED and Breda.

    Links Mentioned in Today’s Episode:
    Josiah Sinanan on LinkedIn

    • 1 hr 6 min
    S04 E04: Creating Partnerships that People Actually Talk About with Lars Bengston, Chief Content Officer at Havas Health & You

    S04 E04: Creating Partnerships that People Actually Talk About with Lars Bengston, Chief Content Officer at Havas Health & You

    Today on the show, we speak with Lars Bengston, Chief Content Officer at Havas Health & You. Lars has built his career partnering with some of the world’s most ambitious brands and creatives, which you’ll learn a bit more about this interview. He joined Havas Health & You this year as their CCO, with the mission to help the global health industry recognize and actualize their ability to create content that builds deeper and more meaningful connections with HCPs and patients. He came from the world of VICE Media, where he ran integrated marketing and commercial publishing for VICE.com. He also worked with us as the ‘partnership architect’ on Some Good News, as well as at Thrive Global with the one and only Arianna Huffington, helping the lives of both people and corporations through engaging content that inspired them to take action in service of their audience. All this to say: Lars is obsessed with good storytelling and its power to change lives for the better. Some of the topics we cover in this episode include how Lars positioned himself for his dream job with no experience or any real inside connections, how creating reciprocal exchanges of value can set up great partnerships, and the concept of integrated marketing, which isn’t what you expect! Lars shares his belief that, in order to become a great leader, you have to become a better person, lead with passion, and take things less seriously. We also touch on the importance of allowing the story to dictate the format, not the other way around, what informed the success of Some Good News’ brand partnerships, and why the healthcare industry is like the last unturned stone of creativity and audience engagement, as well as the importance of hiring people you like, plus a whole lot more, so make sure not to miss this jam-packed conversation with storyteller extraordinaire, Lars Bengston!


    Key Points From This Episode:
    An introduction to Lars Bengston, jumping into his career story just as he got out of college.Find out how Lars used a mutual connection on LinkedIn to get himself a job at VICE.Advice for any young adult wrestling with career options: start with what makes you happy.What Lars’ role as creative development coordinator at VICE looked like.How he made the come up to publisher by relentlessly pursuing actualization and meaning.Lars distills great storytelling into a few key points, like allowing the story to dictate the format.Understand that most of your effort should be put into pre-production and finding the story.Lars sums up his six years at VICE in three words: informative, outrageous, and absurd.Hear about his transition to Thrive Global and how he redefined what ‘cool’ meant to him.Brand partnerships 101: the benefits of creating a reciprocal exchange of value.How Spotify has built partnerships that are endemic to what their audience is looking for.The importance of interrogating your underlying purpose when creating brand partnerships.Learn about integrated marketing; the inherent quest to better understand your audience.How ‘integrated entertainment’ informed the success of Some Good News in 2020.Get an overview of Lars’ role at Some Good News, connecting big brands with big ideas.What it meant to Lars to be invited to work on Some Good News at the height COVID-19.The internal compass that guided Lars to turn partnerships into ‘giving moments’ that also earned brands high volumes of press and credibility.Creating reciprocal value before a brand had experienced it as the ‘partnership architect’.Advice for building teams and becoming a better leader; hire people smarter than you.The importance of hiring people you like and growing as a team.Who is making waves right now in Lars’ opinion: the creators of the world!

    • 1 hr 10 min
    S04 E03: Turning a Daydream Into a Design-led Brand with Alex Simonelli

    S04 E03: Turning a Daydream Into a Design-led Brand with Alex Simonelli

    A few years ago, Alexander Simonelli, who had no prior experience in the food and beverage industry, swapped out his condo and his sales job for his parents’ home and a big idea, which evolved into a one-of-a-kind company; Daydream. A sugar-free, flavored sparkling water, infused with adaptogens that reduce stress, and a digital-native brand strategy, Daydream is unlike any other product on the market. In today’s episode, Alex shares some insider information as Daydream’s Founder and CEO about the lucky break that helped him establish who his target market is, the people who have been instrumental in helping him build his business, and why he puts a huge amount of resources into marketing and doesn’t often offer discounts, as well as what he is hoping to achieve with his products (which are mesmerizingly packaged and absolutely delicious)! Daydream is not just a beverage, it’s a lifestyle brand, a work of art, and possibly the future of functional drinks. Make sure to tune in today to learn more about living in the moment, taking big risks, and reimagining the functional beverages industry!


    Key Points From This Episode:
    Why Alex thinks his lack of experience benefited him on his journey as Founder of Daydream.What Alex’s goal for Daydream was: to create something that was his art to the world.Alex explains what he loves about adaptogens and why he chose to put them in his product. Learn more about the minimal calories in Daydream drinks. Some of the big life changes Alex made when he started his business. Hear about the lucky break that Alex had early on.Advice from Alex about figuring out your target market: don’t spread yourself too thinWhy he chose to launch as a digital native brand. Find out how Alex intended for people to interact with his products. Plans that Alex has for the future of Daydream.The large amount of use cases that Daydream has, and why.Discover the valuable lessons that Alex learned from Red Bull.Learn more about Alex’s resource-heavy approach to marketing his products. How Alex feels about offering discounts; why he doesn’t do it often.The process of developing the brand concept. Where Alex’s idea for creating links between the different Daydream cans came from.Some of the vital members of Alex’s team.  Hear one of the core principles that Alex lives by. Alex shares a story about the billboards he was encouraged to put up. Another story, which highlights the importance of getting your price point right. Other brands that Alex thinks are making waves online.


    Links Mentioned in Today’s Episode:
    Daydream
    Daydream on Instagram
    Daydream on Twitter

    • 45 min
    S04 E02: How to Take Your IRL Community Digital with Istiana Bestari and Rachel Wong, Co-Founders of Monday Girl

    S04 E02: How to Take Your IRL Community Digital with Istiana Bestari and Rachel Wong, Co-Founders of Monday Girl

    Why is it so difficult to meet other cool women? Rachel Wong and Istiana Bestari asked themselves this over and over again while attempting to make meaningful connections through boring networking events and male-dominated workplaces. Intent on finding a better way to build their careers, they cofounded Monday Girl, Canada’s first social club for professional women. With over 4,000 active members and more than 18 sold-out venues featuring industry icons, Monday Girl is now the fastest-growing community for ambitious, young, and like-minded professional women in Canada. Starting out as an event series, Monday Girl has expanded into a fully-fledged digital ecosystem that includes a newsletter, social media communities and, most recently, a podcast. In today’s episode, Rachel and Istiana share some stories from the early days of Monday Girl and explain how they hosted great events that people actually wanted to show up to. We also touch on why networking sucks when there is so much power in connection, building content streams like a great newsletter and a podcast, and why email is more relevant than ever (trust us, it is!), as well as why the nine-to-five working model is slowly but surely being rendered obsolete and Rachel and Istiana’s thoughts on a better approach to work. Tune in today to learn more!


    Key Points From This Episode:
    Rachel shares how she met Istiana and how they work from different cities.What Monday Girl is, who it was created for, and how it works for young, diverse women.Their new membership platform, Social Club, and how the name, Monday Girl, originated.Monday Club’s audience and why they decided to keep their focus local to Canada.How Rachel and Istiana create content using community feedback.Istiana reflects on the quantitative engagement and qualitative value of their content.Advice for those intimidated by Reels: how to capture attention in the first three seconds.Rachel explains why Monday Girl decided to build a more informal email newsletter. Why email is more relevant than ever; engaging on a more personal level than social media.Tips for launching a compelling newsletter, starting with making it a joy to open.Hear the story of Monday Girl’s first event, which was so much more than just a brunch!The value of inviting incredible speakers and how their events have evolved during COVID.How Social Club works to make building a career far less boring (and less lonely).Creating safe spaces for diverse women, connecting them with mentors that look like them, and making them aware of the opportunities available.Learn about Monday Girl’s upcoming podcast, TGIM, which focuses on representation.Why the nine-to-five lifestyle didn't work for Istiana and her advice for those who relate. Who Rachel and Istiana believe are making waves, including Mindy Kaling.


    Links Mentioned in Today’s Episode:
    Istiana Bestari on LinkedIn
    Istiana Bestari on Instagram
    Rachel Wong on LinkedIn
    Rachel Wong on Twitter
    Rachel Wong on Instagram
    Monday Girl
    Monday Girl Social Club
    Monday Girl on Instagram
    TGIM Podcast
    VSP Consignment
    Mindy Kaling

    • 42 min
    S04 E01: Keys to Creating Meaningful Connections and Making an Impact With Social Media Coach Lissette Calveiro

    S04 E01: Keys to Creating Meaningful Connections and Making an Impact With Social Media Coach Lissette Calveiro

    Welcome back to Waves Social! We waste no time kicking off season 4 with an incredible guest, Lissette Calveiro, a renowned Latina business coach, entrepreneur, and content creator. In 2020, Lissette was named a top 10 social media coach by Yahoo Mail, and she also received a Shorty Award for her Kindness Cards campaign. In today’s episode, Lissette shares how she got started in influencer marketing and how she translated her agency experience to the world of influencing. Although there is a growing stigma around the word influencer, Lissette believes that if you are connected to a set of values, you can spread a positive message. This does not necessarily mean you have a social impact message, but it does mean that you have to be intentional with what you are putting out there. We dive into the true value of community and why it is important to differentiate between followers and community. It is no longer enough to just look at the number of followers you have but to understand how engaged your community is. It might seem impossible to create a community at this stage, but it is more possible than ever. We also talk about time management, where Lissette shares how she makes her days work for her, the importance of disconnecting, and the value of speaking a language that people understand.  


    Key Points From This Episode:
    Get to know today’s guest, Lissette Calveiro. Details about our season 4 merch we are dropping soon. Lissette’s career journey and how she came to influencing and influencer marketing. What Lissette learned from her time at an agency and how she applies it to her work today. Major lessons Lissette learned through her client services work. Details about The Shorty Award Lissette won and why it was especially meaningful to her. The practicalities behind running a campaign for an organization that is not attached to a brand. How Lissette’s upbringing and her identity as a Latina influence her day-to-day and how she runs her business. Lissette’s definition of influencer and how it links to the difference between community and followers. How to measure community and what signals the health of your community. What influencers can do to truly connect with their communities. Top tips on how to get past your fears of social media Lives. Why influencer impact is so important to Lissette. How brands can be more intentional about their marketing.  What influencers can do to use their communities for the greater good. Lissette’s advice for how you can become more consistent in content production. How Lissette approaches batching and why this is so efficient for her. The value of producing content for a range of platforms.  Lissette’s take on virality and which platforms are best to go viral on. What a typical workday looks like for Lissette and how she uses time-blocking. Whether or not it is too late to become an influencer. What it means to find your niche and how this helps you hone in on your story. Why Lissette chooses not to share her whole life on social media. Who Lissette thinks is currently making waves online.

    Links Mentioned in Today’s Episode:
    Influence With Impact
    Lissette Calveiro on Instagram
    The Shorty Awards
    The Kindness Card Experiment
    Ziwe
    Merch Discount Code — outofoffice

    • 58 min

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