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. 4 NGÀY TRƯỚC

    Creating Magical Moments Through Social at Hilton

    How do you take a global hospitality brand and make it feel personal, heartfelt, and human? Dannii Ceniceros, Senior Analyst, Global Social Engagement at Hilton, reveals how his team turn trending moments into magical ones. From helping a kitten named Wisp recover safely to gifting a TikTok storyteller their dream trip to London and Paris, Hilton’s social media strategy is all about social listening, staying nimble, and creating authentic emotional connections. Full Episode Details  Dannii joins this episode of Social Pros to share how Hilton’s social media team stays nimble, leaning into trends and turning them into meaningful moments. He talks about the power of listening to what’s happening online and spotting opportunities to make genuine connections with their audience. Hilton’s approach is all about little actions that create lasting impressions. These efforts don’t just delight current guests, they also catch the eye of future customers, putting Hilton top of mind when it matters most. We all know social is fast and timing can be everything. Dannii explains how Hilton’s team combines teamwork, social listening, and a clear game plan to act quickly when the moment is right. This approach is not about chasing every trend; it’s about knowing when and how to show up in a way that aligns with your brand’s values. Why? Because it creates memorable moments and magical experiences that feel personal and genuine.  In This Episode: 1:57 - Dannii’s role at Hilton and his team’s creative approach to online trends 3:58 - How Hilton helped Wisp the kitten and turned travel stress into a heartwarming moment 8:31 - ReesaTeesa’s TikTok journey and Hilton’s thoughtful response 12:04 - Why speed and nimbleness are key in social media 12:54 - Using social listening tools to identify opportunities 14:15 - The importance of a vetting process for social initiatives 15:52 - Leveraging data to overcome leadership resistance 16:42 - Leadership’s focus on aligning initiatives with Hilton’s values 17:46 - The story behind Hilton’s viral TikTok trend 20:25 - How defined processes drive Hilton’s success on social 22:44 - The Wicked-inspired rooms and their overwhelming success 27:18 - Dannii’s advice for aspiring social pros Resources  Connect with Dannii on LinkedIn Follow Hilton on Instagram Follow Hilton on Threads Follow Hilton on TikTok Follow Hilton on X Subscribe to Hilton on YouTube Visit SocialPros.com for more insights from your favorite social media marketers.

    31 phút

  2. 20/12/2024

    Social Pros Winter Break

    Social Pros Podcast

    1 phút

  3. 13/12/2024

    An Honest Conversation About Authenticity with Ravi Hampole

    What does it take to refresh a global brand like Lululemon? Ravi Hampole, SVP of Global Brand Creative, returns to Social Pros to reveal how the team has been working on a brand new identity for 2025 that connects products, people, and stories in a way that feels uniquely human. From their three core pillars to balancing authenticity and inclusivity, Ravi shares what it means to build a brand that truly moves. Full Episode Details  Lululemon’s new brand identity is more than just a refresh. It’s a statement about who they are and the stories they want to tell. At its core is the belief that movement goes beyond physical performance; it’s also about emotional and mental well-being. Whether it’s the energy of a run, the serenity of yoga, or simply feeling present, Lululemon's approach focuses on connecting with people on a human level. During his conversation on Social Pros, Ravi shares how the brand uses storytelling to bring this philosophy to life. At the heart of this evolution are three guiding principles: Honest, Playful, and Vibrant. These pillars shape everything from campaign visuals to social media content, ensuring that the brand resonates with audiences on a personal level. Whether it’s through light-hearted social media challenges or bold, energetic visuals, every piece of content is designed to inspire joy, movement, and a sense of belonging. Ravi also highlights the importance of authenticity and inclusivity in shaping Lululemon’s global presence. By working with ambassadors who bring their own unique practices and perspectives, the brand ensures their message feels genuine while reflecting the diverse communities they serve. As Lululemon continues to expand, balancing cultural sensitivities and staying true to their values remains a key focus. In This Episode: 1:42 - Ravi shares what excites him most about Lululemon’s new brand identity and its focus on how products and movement make people feel 4:00 - How storytelling bridges the gap between product design and brand identity, with a focus on community connection and authenticity in campaigns 5:30 - The three pillars of Lululemon’s new brand identity: Honest, Playful, and Vibrant 9:31 - Ravi explains the balance between authenticity and brand alignment when working with ambassadors 15:18 - The evolution of Lululemon’s approach to inclusivity and representation, from showcasing diverse stories to navigating the challenges of global branding 22:42 - How Lululemon evaluates creative ideas to ensure they align with brand values and cultural sensitivities 27:27 - Why training and experience have made Lululemon’s team more confident in tackling sensitive topics and balancing inclusivity in campaigns 29:15 - Ravi’s advice for aspiring social pros Resources  Visit Ravi’s Website Follow Lululemon on Instagram Follow Lululemon on TikTok Visit SocialPros.com for more insights from your favorite social media marketers.

    35 phút

  4. 06/12/2024

    How Southwest Airlines Navigate the World of Influencer Relationships

    Building a successful influencer program isn’t just about campaigns. It’s about connections. On this episode of Social Pros, Kara Salazar, Senior Influencer Marketing Specialist at Southwest Airlines, takes us behind the scenes of their thriving influencer program. From truly understanding each influencer’s unique style to bringing them together for face-to-face events like Creator Day, Kara reveals the secrets to creating campaigns that feel genuine, build trust, and deliver results. Full Episode Details  For Kara Salazar, success in influencer marketing starts with building genuine connections. Since joining Southwest Airlines in 2022, she has focused on creating a program that prioritizes trust and authenticity. Kara doesn’t just work with influencers—she makes an effort to know their names, handles, and what makes them unique. This personal touch has turned their influencers into loyal brand advocates who go above and beyond for Southwest. It’s not just about connections; it’s about communication. Kara explains that every influencer is different, works differently, and has unique needs. She creates space for honest, two-way conversations, often through feedback sessions designed to refine how they collaborate. These sessions allow influencers to share what works best for them—whether it’s receiving a detailed brief or a more visual guide—and ensure that every campaign feels tailored to their strengths. By listening, adapting, and making these adjustments, Kara builds trust and creates partnerships that don’t just work—they thrive. Kara’s vision for Creator Day has also been transformative. This annual event brings influencers and the Southwest team together in person to strengthen bonds and gives influencers a deeper understanding of the brand. These face-to-face moments have turned Southwest’s influencer program into a true community, delivering campaigns that feel authentic and meaningful. In This Episode: 1:29 - Kara’s role at Southwest Airlines and the origins of their influencer program 3:35 - Rebuilding the influencer program after COVID and proving its value to leadership 5:07 - How Kara measures the success of influencer campaigns 6:21 - Finding influencers who align with Southwest’s brand and reflect their diverse audience 8:22 - Building genuine relationships with influencers by getting to know them personally 10:23 - The importance of feedback sessions and tailoring briefs to individual influencer styles 12:12 - Southwest’s Big Flex campaign and integrating influencers into large-scale marketing efforts 13:32 - Bridging the gap between marketing teams to scale influencer campaigns 16:08 - Kara’s advice for navigating different goals between internal teams and influencers 17:47 - Experimenting with short-term affiliate campaigns to track direct revenue from influencers 20:44 - The story behind Creator Day and how it strengthens bonds with Southwest’s influencers 21:41 - How Southwest uses influencers to test new platforms like TikTok before launching as a brand 25:03 - Kara’s advice for aspiring social pros Resources  Connect with Kara on LinkedIn Follow Southwest Airlines on TikTok Follow Southwest Airlines on Instagram Visit SocialPros.com for more insights from your favorite social media marketers.

    29 phút
  5. Greatest Hits: How Bennie Johnson Amplifies Magic at the American Marketing Association

    29/11/2024

    Greatest Hits: How Bennie Johnson Amplifies Magic at the American Marketing Association

    As it’s Thanksgiving week, we’re taking a moment to look back at one of our favorite episodes with Bennie F. Johnson, CEO of the American Marketing Association. In this conversation, Bennie breaks down how AMA supports both academics and practitioners, shares his perspective on AI’s ethical and legal challenges, and even explains why LinkedIn is his platform of choice. Most memorably, he highlights why he believes marketing is equal parts art, science, and magic. Full Episode Details  The American Marketing Association is probably an organization you’re familiar with, and in this episode, we welcomed none other than the CEO himself, Bennie F. Johnson, for a fantastic conversation. Bennie shares some background of AMA and how it supports those on the academic and practitioner side of marketing. We hear his thoughts on AI and the ethical and legal considerations that marketing pros need to know about – some of which differ by state and country. Bennie also explains why LinkedIn is the platform of choice for his personal brand and AMA. Bennie shares his advice for the future marketing leaders out there, and we chat about why marketing today doesn’t just belong in the creative realm. There’s also a science to it (with a dash of magic too). He outlines how marketing pros can communicate the value of marketing to a wider organization, the importance of taking risks, and his advice for the Social Pros community. In This Episode: 1:08 - How the American Marketing Association supports the marketing community 4:58 - Why marketers need communities more than ever 7:28 - How marketers can embrace AI 11:00 - What marketers need to know about different privacy regulations 13:13 - Balancing communication with community members 17:24 - How Bennie speaks to future marketers 20:38 - How marketers can communicate their value to a wider organization 24:46 - Why risk and curiosity are key to marketing 29:37 - Leading authentically in marketing 31:23 - Bennie’s one tip for those wanting to become a social pro Resources  Join the Social Pros community on LinkedIn American Marketing Association Connect with Bennie on LinkedIn Visit SocialPros.com for more insights from your favorite social media marketers.

    45 phút

  6. 22/11/2024

    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 phút

  7. 15/11/2024

    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 phút

  8. 08/11/2024

    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 phút
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Giới Thiệu

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.

Thông Tin

  • Nhà sáng tạo
    Convince & Convert
  • Năm hoạt động
    2012 - 2025
  • Tập
    599
  • Xếp hạng
    Thô tục
  • Bản quyền
    © Copyright 2024 Convince and Convert. All rights reserved.
  • Trang web chương trình
    Social Pros Podcast

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