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David Armano, Global Strategy Director at Edelman, joins Social Pros to discuss the relationship between word of mouth and influencer marketing.

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 

Airtable

 

Consumers Trust Influencers

Did you know that 63% of consumers trust influencers about brands more than they trust brands about brands? This has got to be one of the most undeniable proof points for the viability of peer to peer influence. Yet, so many brands still shy away from influencer marketing.

The truth is that consumers are more likely to believe what they hear about a brand via word of mouth than what the brand says about themselves. Consumers listen to influencers because they trust them, and they’re entertained by them in some way. However, it’s not all sunshine and rainbows in the influencer space.

As David Armano cautions, the influencer marketing space has a lot of rampant fraud. Yes, brands can leverage influencers to get in front of the right audiences. But, technologies also have the power to drive fake followers and engagement using bot farms, which can damage the authenticity of the results.

In This Episode:

06:08 – How Edelman structures their social digital team

08:34 – How social campaigns have evolved over the last decade

15:36 – How much testing and experimentation brands should do in social digital

20:17 – How Edelman’s Trust Barometer works

25:07 – The relationship between influencer marketing and word of mouth

29:28 – How to assess whether a spokesperson is suitable for a brand promotion

35:48 – How issues in crisis communication has changed in the era of social

Resources

 

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

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Blake Lawrence and Adi Kunalic, Co-Founders of opendorse, join the Social Pros Podcast to discuss their incredible athlete marketing platform and how its revolutionizing the way the sports industry use social.

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

Pattern 89

 

Power Comes with Content

The influencer marketing landscape is at its pinnacle with brands seeking help from ‘prized’ influencers to drive their message to audiences large enough to pack out hundreds if not thousands of sports stadiums. But not every influencer is a born marketer. 

Athletes are prime examples of influencers who, despite not being natural marketers, get worldwide attention from their social audience. Thus, brands and sponsors see athletes as the “golden chalice” of influencers who have the unique power to reach millions of sports fans with every post they publish on social media.

According to Adi Kunalic and Blake Lawrence from opendorse, the ability to reach the masses on social isn’t exclusive to the most influential entities in sports media. The average athlete has a 6% engagement rate on social compared to the average sports team, which has an engagement rate of just 0.3%.

In This Episode: 

03:58 – How athletes use opendorse to share content with their audience

08:34 – Why more employee advocacy platforms should consider personalizing the experience

12:39 – How opendorse can help you build your brand

18:03 – What type of content works best for engagement

22:39 – How to use reporting and analytics to get more value from influencer marketing

32:23 – How opendorse can help brands establish relationships with athletes

Resources

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

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Social Pros Podcast by Jay Baer And Convince & Convert - 3w ago

Ryan Thompson, Senior VP of Global Hospitality Marketing at Caesars Entertainment Corporation, joins Social Pros to discuss social strategy in the hospitality industry and why you should keep tabs on what your guests are saying on review sites.

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

Airtable 

 

Listen to your customers online!

The hospitality industry can use social media to strengthen relationships with existing customers, promote their hotels and attract new guests. However, many hotels haven’t grasped the concept of social as an effective marketing communication tool. While they’re busy catching up, companies like Caesars Entertainment use social to swarm its customers and boost their online presence. 

Social is a window into your customers’ lives and if you’re in the hospitality industry, you need to pay close attention to what your guests are saying about you online. 95% of travelers read online reviews before booking. So, if you roam in the travel and hospitality space, you need a frontline social team to respond to reviews whether guests are singing your praises or not.

As our guest, Ryan Thompson, says, if you’re doing a good job of attracting the right people with your offering, your guests will help define the voice of your brand. Surprisingly, as Caesars Entertainment has proved, you don’t need an enormous team to surround your customers on social.

In This Episode:

06:44 – How to structure a frontline social team and maintain a range of tonality across all social channels

13:01 – Tips to help hospitality businesses improve reach and engagement

16:30 – Why hospitality businesses need to pay close attention to review sites

19:11 – How to work with social influencers and brand ambassadors

24:03 – How email marketing can assist your social strategies

29:16 – How to use geo-based marketing and long-term campaigns to attract customers

33:34 – How to approach budgeting in a multifaceted organization

Resources

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

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Oz Etzioni, the CEO and Co-founder at Clinch joins the Social Pros Podcast to unveil how hyper targeting works in digital advertising.

Please Support Our Sponsors: 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

Emma

How Hyper-Targeting Works in Digital Advertising

With the right data, you can learn more about the user you want to show an ad to and give them an experience tailored to the individual. Whether you’re an advertiser, agency or publisher, data-driven personalized ads will boost performance and deliver higher ROI because people simply like content that is personable to them.

If you want to crack the code of hyper-targeting in digital advertising, you’ve got to unearth and leverage the data that social platforms offer. Social ecommerce is the future and if you want to see an upward sales trajectory, your ads must reach the right person at the right time with the right message on the right channel.

Oz Etzioni is the CEO of Clinch, an innovative omni-channel AI-powered personalization platform that delivers ad experiences tailored to the individual. If you want to communicate with customers in such a way that they want to do business with you, you’ve got to start offering an individualized creative experience.

In This Episode:

  • 04:20 – The value of crafting hyper-targeted digital ads
  • 09:55 – How an omni-channel works
  • 13:11 – What creative permutations drive the best results from personalized ads
  • 18:22 – Addressing the potential invasiveness of this level of personalization and the associated privacy issues
  • 20:22 – How the intersection of ecommerce and Instagram has grown
  • 28:49 – Common objections related to hyper-targeting your creative ads online

Resources:

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

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Social Pros Podcast by Jay Baer And Convince & Convert - 1M ago

Senior Marketing Executive and Food and Hospitality Influencer, David “Rev” Ciancio, joins the Social Pros Podcast to talk about how to increase engagement on Instagram with a fine-tuned social media strategy.  

Please Support Our Sponsors: 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 

 Pattern 89

 

Posting with Purpose 

Are you hungry for more engagement on Instagram? There was a time (long, long ago) when all you had to do was post a half-decent photo with a short, preferably funny caption and that was it. Nowadays, if you want to be classed as an ‘influencer,’ you’ve got to sharpen your game and make sure every post provides value to someone, somehow. 

As our guest, David (Rev) Ciancio says, “you’ve got to have a reason why you are creating and sharing content.” If your posts don’t provide any value, you’ll continue to see tumbleweeds roll through your Instagram feed. Know your audience’s pain points and give them content that they actually want and need. 

Rev is a Senior Marketing, Branding and Digital Strategist (and expert burger taster), who helps brands and businesses up their game on Instagram. As one of the country’s leading food and hospitality influencers, what he has to say about marketing on Instagram is taken as gospel by many, especially for those in the food and restaurant space. So, if you’re curious to find out more, grab a fork and dig in! 

 

In This Episode: 

06:46 – Common mistakes to avoid with your Instagram bio 

10:37 – What works when it comes to food marketing on Instagram 

15:03 – How to use video effectively on Instagram and the importance of conveying customer experience 

19:15 – Why UGC (User Generated Content) is so important when creating a successful Instagram marketing strategy 

23:09 – How to take high-quality images to share on Instagram 

27:12 – Rev shares his predictions for food trends 

 

Resources: 

 

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

 

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Social Pros Podcast by Jay Baer And Convince & Convert - 1M ago

In this special episode of the Social Pros Podcast, Jay and Adam dive into the biggest trends to impact social in 2019 so far. 

Please Support Our Sponsors: 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 

Emma

 

Top 6 Social Trends in 2019 

We’re already mid-way through the year and we’ve seen tons of fascinating social media trends emerge across the various platforms. With the social space continuously changing and evolving, social marketers have got to stay ahead of the game if they don’t want to get left behind. 

The Social Pros Podcast has been on fire this year with a stream of remarkable guests including some of the top social media professionals in the country. In this special episode, Jay and Adam take a look back at some of the stand-out episodes of the year to reveal six of the biggest social trends in 2019 so far. 

Some of the trends you’ll hear about were brought to the light by previous guests on the show while others were pulled from Jay and Adam’s work as strategists for great brands from around the world. Let’s just say that if you haven’t been paying attention to social trends, now is the time to perk up and listen in! 

In This Episode: 

  • 05:19 – How user behavior on social is changing according to The Infinite Dial Report 2019 
  • 11:30 – Why you should think of channels as a unique place to deploy a particular strategy and the future of social commerce 
  • 15:52 – What social platforms are getting more traction in 2019 
  • 21:29 – How user-generated content and influencers have become a must-do for almost every brand 
  • 30:03 – How ratings and reviews impact B2C and B2B companies 
  • 34:40 – How LinkedIn has become a content powerhouse 

Resources: 

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

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Social Pros Podcast by Jay Baer And Convince & Convert - 1M ago

James LaCorte, Social Media Manager at Blue Cross NC, joins the Social Pros Podcast to discuss the ins and outs of being healthcare social media manager and helping customers before they encounter problems.

 

Special thanks to our sponsors:

 

In This Episode

  • 04:37 - How Blue Cross NC maintains an all encompassing social media strategy
  • 09:01 - How Blue Cross NC handles customer care on social through community managers
  • 11:56 - How to develop a successful and engaging employee ambassador program
  • 18:23 - How paid social works in a regulated industry
  • 23:17 - How having an institutional history beyond social can help a social media manager be more effective

 

Resources

 

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

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Lisa Blackshear (Sr. Vice President of Communications, Digital Media at Comcast) joins the Social Pros Podcast to discuss managing a social care team that handles millions of interactions each year.

 

Special thanks to our sponsors:

 

In This Episode

  • 06:29 - How Comcast scale up their social care team to over 400 agents
  • 10:26 - How customer expectations have evolved with social engagement
  • 16:09 - How the social care team at Comcast adapts to their customer’s tone to interact on a more personal level
  • 21:49 - How to coordinate multiple touchpoints with customers from a customer care standpoint
  • 30:14 - How to utilize insights gained from customer interactions
  • 33:51 - How to coordinate between the social care team, communications/PR, and branding

 

Resources

 

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

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Mark Schaefer, Executive Director of Schaefer Marketing Solutions LLC and author of Marketing Rebellion, joins the Social Pros Podcast to discuss humanity in business and helping people belong.

 

Special thanks to our sponsors:

 

In This Episode

  • 05:29 - Why the power of marketing has largely been put into the hands of consumers
  • 10:50 - Why social media is enforcing tribal behavior
  • 14:00 - Why culture equals marketing
  • 22:19 - How businesses can help people find a sense of belonging
  • 27:00 -  How technology can both help and hinder businesses in being more human

 

Resources

 

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

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Social Pros Podcast by Jay Baer And Convince & Convert - 1M ago

Minter Dial, Author of Heartificial Empathy, joins the Social Pros Podcast to discuss his new book and the ways A.I. can help businesses interact with more empathy.

 

Special thanks to our sponsors:

 

In This Episode

  • 08:23 - How empathy is an understanding that can lead to action
  • 10:40 - Why younger generations are becoming less empathic
  • 12:42 - Why companies should work to increase business empathy
  • 15:45 - Why good ethics require empathy
  • 16:47 - Why business empathy must start from within a company
  • 20:01 - How A.I. can help a business interact with greater empathy
  • 35:03 - How to find a balance between ego and empathy in business

 

Resources

 

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

 

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