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How do B2B marketers build genuine trust across the customer journey? Joel Harrison, Founder of B2B Marketing, shares how leading brands are using thought leadership, influencer partnerships, and creative audio to stand out. From award-winning campaigns to vibrant professional communities like Propolis, Joel offers insights that challenge traditional B2B norms. Tune in for a conversation that redefines what it means to connect in the B2B space!
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Joel joins hosts Zontee Hou and Jason Keath on this episode of Social Pros to explore how B2B marketers can embrace creativity, take smart risks, and reclaim the power of brand. He explains why the industry is shifting toward long-term brand building and trust as key drivers of growth. Joel also shares why bravery is now one of the most valuable qualities for B2B marketers, and how storytelling and strategic thinking are making a strong comeback.
Joel, Zontee and Jason also dive into the growing role of influencers in B2B, the power and resonance of audio content to build emotional connections, and how the best campaigns often come from clear-minded boldness. Joel also reveals how the most effective marketers today are balancing performance with purposeâand even weighs in on which B2C tactics donât translate to B2B.
In This Episode:
1:48 - The anti-corporate creativity trend 2:26 - Favorite examples of âcreative anti-corporate campaigns 3:51 - Is there a clear line of going too far with this kind of work? 6:25 - How brands can do better at standing out creatively 8:09 - âHow âorganizations can wade into this influencer space by building trust and to coming off authentically 10:08 - âHow to successfully cultivate thought leadership internally 13:27 - âThought leadership as part of full funnel marketing 15:33 - âWhy engagement and conversion respond so well to creative content 16:07 - Tactics to get creative campaigns approved by CFOs, CMOs 18:20 - Upcoming trends in the awards submissions space 19:37 - What B2B can learn from B2C 21:30 - Challenges with trust that B2B organizations face 23:20 - The successful use of creative audio in the B2B space 27:36 - Joelâs advice for aspiring social prosResources:
Connect with Joel on LinkedIn Visit the B2B Marketing websiteVisitâŻSocialPros.com for more insights from your favorite social media marketers.
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How do you combine the power of creator marketing with performance-driven results? Joseph Perello, CEO of Props, shares how his platform helps brands create content thatâs not only authentic but also measurable and effective. From emphasizing credibility to redefining how success is tracked in the creator economy, Joe -- who's also worked with such high-level clients as David Bowie, AAA, and the New York Yankees -- offers insights into making influencer partnerships truly impactful.
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Joseph joins host Hannah Tooker on this episode of Social Pros to explore how the creator economy is redefining influencer marketing and what brands need to do to adapt. Joe breaks down the key differences between creators and traditional influencers, highlighting the pitfalls of the outdated âfollower fallacyâ and the importance of pairing creator content with paid media to drive measurable results. He also shares how Props is helping brands and creators build trust at scale using AI-powered tools that ensure creator authenticity, compliance, and brand safety.
Joe also reflects on the evolution of viral marketing, the reality of sustaining attention online, and why consistent, data-driven content is more valuable than chasing fleeting hits. Plus, he offers practical advice for aspiring social pros on blending analytical insight with creative instinct to craft effective campaigns. And in a memorable moment, Joe shares his dream video call pick and the heartfelt story behind it. All that and more on an all-new episode of Social Pros!
In This Episode:
1:41 - Joe's career so far and how Props works 6:33 - How Props uses storytelling as its marketing foundation 12:00 - Thinking about creators differently than influencers and how Props measures success 14:17 - Client success stories, from AAA to College Ave 18:04 - âThe biggest pitfalls in influencer marketing 20:58 - âWhere Joes sees creator-driven marketing heading next 25:43 - Joeâs advice for aspiring social prosResources:
Connect with Joseph on LinkedIn Visit the Props websiteVisitâŻSocialPros.com for more insights from your favorite social media marketers.
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Episode Description
How can marketers stay creative while steering clear of legal landmines? Ruth Carter (they/them), attorney, writer, and speaker at Geek Law Firm, joins Social Pros to unravel the legal implications of todayâs hottest marketing trendsâfrom AI-generated content to brand collaborations. In this episode, Ruth shares practical guidance on navigating intellectual property, distinguishing between copyright and trademark, and staying compliant without sacrificing innovation. Whether you're experimenting with UGC or working with creators, this conversation is packed with essential legal insights for every marketer.
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Ruth joins hosts Zontee Hou and Sunny Hunt on this episode of Social Pros to unpack the complex legal landscape marketers must navigate in todayâs ever-evolving industry. Ruth dives into how marketers and content creators should think about intellectual property, contracts, and copyright issues, especially when AI tools are involved in generating content. They explain why contracts should explicitly address AI use, the importance of transparency in data handling, and how marketers can avoid common legal pitfalls when working with third parties. Ruth also emphasizes the need for proactive data governance, especially in regulated industries, and encourages brands to build collaborative relationships with legal teams from the start â not just as a final approval step. Throughout the episode, they offer clear, actionable advice with their signature wit (jokingly referring to themself as a âprofessional killjoyâ) and deliver one of the most practical tips yet for anyone in a service-based business.
In This Episode:
2:29 - What marketers need to know about protecting IP, and the differences between trademarks and copyright 5:50 - The specific criteria needed in order to trademark 8:34 - âLeveraging the IP of others for your own purposes without getting into legal trouble 12:05 - What marketers should have in place in preperation for others to license their content 13:24 - Common mistakes and how people get themselves into trouble with legal 15:02 - âBest steps to take when seeing your IP has been stolen and used illegally 18:32 - How AI-generated content relates to copyright 21:04 - Setting expectations and guidelines surrounding AI in third party-created content 22:34 - What Ruth suggests clients have in their contracts regarding AI 24:25 - How to manage confidentiality surrounding AI 26:48 - Being upfront with your audience about data collection 29:49 - âManaging expectations and guardrails of compliance and legal 33:02 - How and why marketers often hit a wall with their legal teams 35:38 - Ruthâs advice for aspiring social prosResources:
Connect with Ruth on LinkedIn Visit the Geek Law Firm website Follow Ruth on InstagramVisitâŻSocialPros.com for more insights from your favorite social media marketers.
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Is email marketing a thing of the past, or should it still be a key part of your marketing strategy? To coincide with the launch of C&C's new newsletter, The Trendline, on this episode we welcome Robbie Fitzwater, founder of digital agency MKTG Rhythm. Robbie shares his deep insights into how email and one-to-one communication remain the backbone of any successful digital marketing strategy. Robbie also talks about how to "out-human" big competition by blending creativity with technology, and highlights the value of segmentation and personalizing messaging for different customer segments, and also discusses why his team doesn't hire anyone without AI experience in today's world.
Full Episode Details
Robbie joins hosts Zontee Hou and Jason Keath on this episode of Social Pros to dive into the ever-evolving world of email marketing, segmentation, and content creation. He shares how brands can use AI and personalization to deliver highly relevant and engaging experiences for different customer segments, while balancing automation with a human touch. Robbie discusses how MKTG Rhythm leverages AI for content creation, from crafting tailored email sequences to generating creative designs for campaigns. He also explains the importance of understanding customer behavior across multiple channels, maximizing content reach, and driving conversions with data-driven strategies. Robbie highlights that while they can't outscale the giants in their space, they can out-human them, bringing a unique, personal touch to their marketing efforts. All that and more on this new episode of Social Pros!
In This Episode:
2:01 - The value of email newsletters and how they're evolving 4:41 - How frequent email newsletters should go out 7:19 - âCreating newsletters with thought leaders and unique voices vs. a larger brand, and how to choose which one is right 12:45 - How Robbie guides his clients on the importance of email in their overall marketing plan 15:55 - âRobbie's advice on collecting and leveraging customer data through email 19:52 - The importance of SMS and combining it with email 21:45 - Specifics on how to get that additional data and building the consumer profile 24:48 - Great conversion rates on quick-question emails 29:05 - âRobbie's advice for catering to each consumer effectively through storytelling, automation and segmentation 35:45 - What MKTG Rhythm is using AI for, and the importance of their team members having AI experience 41:52 - Robbieâs advice for aspiring social prosResources:
Visit the MKTG Rhythm website Follow Robbie on LinkedInVisitâŻSocialPros.com for more insights from your favorite social media marketers.
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How can universities harness the power of social media to elevate their institution, engage students, and build lasting communities on and off campus? Geisha Garcia, Executive Director of Social Media at the University of Miami, knows the impact of strategic content, influencer partnerships, and community-driven storytelling. In this episode, we dive into how Geisha's team creates authentic, high-performing content, fosters collaboration with students, and integrates social media into broader institutional initiatives. From student creator programs to major brand activations, Geisha shares how social teams can claim their seat at the table and drive meaningful engagement.
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Geisha Garcia joins host Jason Keath on this episode of Social Pros to share how the University of Miami is redefining higher ed social media through authenticity, collaboration, and strategic content creation. She dives into the impact of student creator programs, how her team balances institutional messaging with relatable social-first content, and why engagement is just as important as content itself.
With brand activations playing a bigger role on campus, Geisha explains how social teams can proactively integrate into broader marketing initiativesârather than reacting after the fact. She also breaks down the power of influencer partnerships, why micro-influencers often outperform big names, and how community management on TikTok is a game-changer.
Geisha also shares how her team stays ahead by fostering collaboration, testing formats like carousels, and pushing for socialâs seat at the tableâensuring it remains a strategic force within the institution.
Stay tuned after Geisha's interview for a conversation with Jason, Zontee and Sunny about Convince & Convert's new newsletter, The Trend Line.
In This Episode:
1:55 - UMiami's social partnerships with other universities 7:15 - Successes and lessons learned from UMiami's TikTok account 8:31 - UMiami's new student creator program and how it operates 15:24 - How Geisha and her team found the current students in the creator program 17:54 - How the student creators benefit from the program 20:30 - The social strategy for UMiami's centennial celebration, and how it's been executed 24:40 - Community management on TikTok 26:05 - Choosing the right partnerships that will resonate with your audience 26:56 - How to correctly collaborate with brands on university socials 29:57 - Geishaâs advice for aspiring social pros 32:30 - Zontee, Jason and Sunny discuss C&C's new newsletter, The Trend LineResources:
Follow University of Miami on TikTok Follow University of Miami on Instagram Follow Geisha on LinkedIn Follow Geisha on Instagram Visit the University of Miami website -
How can B2B brands use original research to drive thought leadership and marketing success? Todd Lebo, CEO and Partner of Ascend2, specializes in helping businesses create data-driven content that builds authority and engagement. In this episode, we dive into the top five marketing trends shaping 2025 and how research can be leveraged to craft compelling narratives. From starting with the executive summary to ensuring insights tell a clear story, Todd shares expert advice on how to make research more impactful and actionable.
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As we close out the first quarter of the year, Todd joins hosts Zontee Hou and Jason Keath to not only explore the top 2025 trends shaping B2B marketing, but to also share insights on the ongoing challenges of unifying data across multiple sources and why marketers need to rethink their martech stacks to stay ahead.
Todd also dives into the role of AI in making data more accessible, how companies can maximize the value of research studies, and why marketers should revisit past ideas as technology evolves. Plus, he highlights the power of frontline marketers in uncovering real, actionable insightsâand shares a great story about how a simple conversation reshaped the way a financial tool was marketed.
In This Episode:
AI-Powered Content Marketing: Balancing Quality and Quantity (2:28)
Data Point: Only 32% of marketers consider their content marketing strategy very successful, while 55% cite generating traffic and leads as their biggest challengeâ. Source: Content Marketing and AI Report.
Why It Matters: Marketers need to use AI, not just for content creation but also for improving audience targeting and engagement. AI-driven insights can help refine content strategies for better results.Influencer Marketing Goes Mainstream in B2B (8:16)
Data Point: 49% of marketers cite integrating influencer content into a broader mix of marketing tactics as a top trend for 2025. Source: TopRank - 2025 B2B Influencer Marketing Report.
Why It Matters: B2B influencer marketing is maturing, and brands that integrate influencers into their full marketing strategy will see greater engagement and credibility.Scaling Marketing Efforts Through AI-Powered Automation (14:06)
Data Point: AI is being used extensively for content creation (37%), social media management (35%), and chatbot automation (25%)â. Source: The Evolution of AI in Marketing.
Why It Matters: AI-driven automation enables marketers to scale their efforts while maintaining high-quality engagement across multiple channels.The Data Confidence Divide: AI, Authenticity, and Revenue Growth (20:08)
Data Point: 46% of marketers confident in their data strategy reported significant revenue growth, while only 15% of less confident marketers saw the same successâ. Source: Anteriad - 2024 B2B Marketing Outlook: The Data Confidence Divide
Why It Matters: A strong data strategy is a key driver of business growth. Marketers must prioritize data accuracy and AI-driven insights to maintain authenticity and improve engagement.Data-Driven Marketing: Overcoming Integration Challenges
How to turn data into action (25:46) Todd's advice for aspiring social pros (32:57) Who Todd would most want a video call with (33:59)
Data Point: 63% of marketers rate their data-driven strategy as somewhat successful, while integrating data from multiple sources remains a challenge. Source: Data-Driven Marketing Trends 2024.
Why It Matters: Data is critical for marketing success, but fragmentation hinders performance. Marketers must invest in AI-powered analytics and automation to streamline their data integration.Resources
Visit the Ascend2 website Follow Ascend2 on LinkedIn Follow Todd on LinkedInVisitâŻSocialPros.com for more insights from your favorite social media marketers.
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How does the weather influence your daily decisions, from your morning routine to your mood? Randi Stipes, CMO of The Weather Company, understands the profound impact of weather on consumer behaviorâand how to harness it for deeper connection and trust with their customers. In this episode, we explore how The Weather Company collects and leverages consumer insights to enhance user experience, inform marketing strategies, and shape content creation. From data-driven storytelling to innovative brand collaborations, Randi shares how her team turns weather-driven moments into meaningful connections.
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Randi joins host Zontee Hou on this episode of Social Pros to discuss how The Weather Channel is using weather data to drive trust with their audience and customers. She explains how weather is the "ultimate contextual accelerant", influencing consumer behavior in unexpected ways (like how a temperature drop in the Ohio Valley can actually boost ice cream sales!)
Randi also shares insights on why B2B businesses need a weather strategy, how The Weather Company is working with content creators to showcase real-life weather impacts, and the brand's partnership with the United Nations on the WeatherKids campaign, a global initiative to inspire climate action through future forecasts.
She also highlights the growing role of social in driving brand authenticity and why every marketer should nurture a strong relationship with their CFO to align strategies and impact -- and gives one of the best answers yet to our "If you could have a video call with any living person, who would it be?" question with a heartwarming story you won't want to miss!
In This Episode:
2:16 - The Weather Company's new brand platform, and the process of rolling it out to achieve their business goals 5:15 - How the brand works with content creators, and how they fit into The Weather Company's ecosystem 7:52 - The different audiences the brand is targeting with their content creator approach 10:38 - How The Weather Channel has changed over the course of its history, âand how Randi is preparing her team for the coming evolution of the digital landscape 13:48 - âHow the brand is thinking about that personalization to give their audience a better expereince 15:52 - Important points for all marketers to keep in mind when building towards registration and ensuring customers see the brand as an ongoing partner in their lives 19:37 - Things that will be really valuable for The Weather Company and all marketers to think about when collecting information about how customers behave so that a better story can be told to them 23:14 - How to think about insights that serve âB2B partners, and âwhy every B2B business needs a weather strategy 28:4 - WeatherKids, a joint program with the United Nations Development Program and the World Meteorological Organization. 31:38 - Who Randi would most want a video call with, and the wonderful story explaining why 36:02 - Randiâs advice for aspiring social prosResources
Download The Weather Channel app Follow The Weather Channel on TikTok Follow The Weather Channel on Instagram Visit The Weather Company website Visit The Weather Channel websiteVisitâŻSocialPros.com for more insights from your favorite social media marketers.
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How can brands create safer, more engaging digital spaces while maximizing the impact of their social media efforts? Matthew McGrory, CEO of Arwen AI, shares how AI-driven moderation helps brands protect their communities, reduce toxicity, and improve ad performance. In this episode, we explore how companies like Hinge and Formula One teams work with Arwen to safeguard conversations, enhance customer acquisition, and ensure a brand-safe environment. From tackling online abuse to optimizing real-time engagement, Matthew reveals why a cleaner, more positive digital space leads to stronger connections and better business outcomes.
Full Episode Details
Matthew joins this episode of Social Pros to reveal how Arwen is transforming online brand safety and engagement through AI-powered moderation. He dives into how brands work with Arwen to track sponsorship sentiment, tackle online toxicity, and create safer, more welcoming digital spaces.
With social media ads reaching new audiencesâsometimes unpredictablyâMatthew unpacks how AI-driven moderation helps brands reduce harmful interactions and enhance positive ones. He also shares insights on why a clean, positive online environment leads to better ad performance, stronger audience trust, and increased conversions.
Social pros know that engagement is everything, as long as a brandâs digital space feels safe and inviting. Matthew explains how Arwen helps companies automate moderation, ensure brand safety, and turn social media into a place where communities can thrive.
In This Episode:
2:20 - How Arwen works for those in the social sphere 3:04 - What inspired Matthew and his team to create Arwen 5:58 - How social listening has evolved, and how AI is changing it today 9:22 - How these tools help businesses to find more intent-driven comments and sales opportunities 13:36 - How to stay authentic and respond naturally with the use of AI without losing audience trust 18:24 - Some of the recent projects Matthew and Arwen have been working on 22:03 - Arwen's work with the Hinge dating app 27:11 - Matthew's recommendations for tools for identifying real-time social response opportunities 32:14 - Matthewâs advice for aspiring social prosResources
Visit Arwen's Website Follow Arwen on LinkedIn Connect with Matthew on LinkedIn Follow Arwen on InstagramVisitâŻSocialPros.com for more insights from your favorite social media marketers.
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How do you turn brand interactions on social platforms into moments that feel personal, meaningful, and community-driven? Jamie Ray, founder and CEO of Buttermilk, knows the secret lies in nurturing the bond between brands and their biggest fans. In this episode, we dive into how Buttermilk prioritize community-first engagement, helping brands create authentic relationships that go beyond transactions. From amplifying brand love to fostering deep connections, Buttermilkâs approach proves that when brands invest in their fans, the impact is both powerful and lasting.
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Jamie joins this episode of Social Pros to share how Buttermilk is redefining influencer marketing by putting communities first. He dives into why building strong, lasting connections between brands and their most loyal fans is so importantâand how Buttermilk helps brands nurture those relationships in meaningful ways.
With TikTok facing a possible U.S. ban, Jamie unpacks what this means for creators and brands, offering insights on how to pivot, protect communities, and stay ahead of platform changes. He also explores the rise of AI influencers, why human connection will always reign supreme, and whether influencers could soon take on the role of creative directors for brands.
Social moves fast, and brands that truly understand their audiences win. Jamie explains how Buttermilk helps brands move beyond transactional influencer marketing to create authentic, long-term engagement that keeps communities thriving.
In This Episode:
2:02 - Large shifts in the influencer space over the last decade, from just a few big influencers to thousands of micro influencers 5:39 - Buttermilk being community first and finding tastemakers in communities 8:05 - How Buttermilk nurtures and grows the relationship between brands and their fans 10:25 - How Jamie advises his clients to get customer insights from their biggest fans 12:33 - The beginning of Jamies' career and the origins of Buttermilk 16:38 - Not getting hyper-fixated on trends in 2025 19:42 - Thoughts and advice on the future of TikTok 22:22 - The flaws of AI influencers in social, and the Gen Z hunger for more real life experiences 24:40 - The democratization of creativity in marketing teams and brands 29:56 - Jamieâs advice for aspiring social prosResources
Visit Buttermilk's Website Follow Buttermilk on LinkedIn Follow Buttermilk on Instagram Follow Buttermilk on TikTokVisitâŻSocialPros.com for more insights from your favorite social media marketers.
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What are the secrets for managing socials of vastly different properties across the Casino & Hospitality space? Tristan Diehl, Enterprise Director of Social Media at San Manuel Band of Mission Indians (SMBMI), speaks with Zontee and Hannah to reveal how her team manages the social accounts for all SMBMI properties (and the various elements within each one) while also ensuring they're fulfilling both customer and client needs.
Full Episode Details
Tristan joins this episode of Social Pros to share how she and her team create social content to inspire followers to come out to SMBMI properties, including Yaamava Resort & Casino in SoCal and Palms Resort & Casino in Las Vegas, where guests will have exciting, in-person experiences and create lasting memories.
Tristan discusses using social to change the public's perspective when the property goes through major changes and upgrades. In the case of Yaamava, they've used storytelling and montages to showcase new amenities and entertainment so guests can get a feel for the space before stepping in the resort. With Palms, she and her team were tasked with reviving dormant social media accounts after the property was re-opened under new ownership after several years -- a challenge for even the most experienced social pros.
And now, it's been key to SMBMI to bridge the gap between the properties, while also highlighting the unique qualties of each. Tristan talks about balancing these company needs with the needs of their audience, and finding the perfect trends that will satisfy both.
In This Episode:
3:07 - Tristan shares how she manages social for San Manuel, Yaamava, and Palms, and how the strategy for each property is unique 6:53 - Leveraging FOMO to spark guest excitement for experiences only SMBMI properties can give 9:04 - How Tristan plans content for each of the properties, and how she does her reporting to cater to what followers respond to 11:02 - Balancing the wants of your audience with the wants of your shareholders 15:09 - Betting on an unsure piece of content, and course correcting when something you were hoping was going to hit turns out to misfire 17:32 - Building and upskilling a well-rounded team to expand capabilities 21:13 - Trend work for 2025 25:19 - How to revive long-dormant social accounts 30:22 - Tristanâs advice for aspiring social prosResources
Connect with Tristan on LinkedIn Follow San Manuel (SMBMI) on Instagram Follow Yaamava on Instagram Follow Yaamava on TikTok Follow Palms on InstagramVisitâŻSocialPros.com for more insights from your favorite social media marketers.
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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, Hiltonâs 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 Hiltonâs social media team stays nimble, leaning into trends and turning them into meaningful moments. He talks about the power of listening to whatâs happening online and spotting opportunities to make genuine connections with their audience. Hiltonâs approach is all about little actions that create lasting impressions. These efforts donât 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 Hiltonâs 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; itâs about knowing when and how to show up in a way that aligns with your brandâs values. Why? Because it creates memorable moments and magical experiences that feel personal and genuine.
In This Episode:
1:57 - Danniiâs role at Hilton and his teamâs creative approach to online trends 3:58 - How Hilton helped Wisp the kitten and turned travel stress into a heartwarming moment 8:31 - ReesaTeesaâs TikTok journey and Hiltonâs 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 - Leadershipâs focus on aligning initiatives with Hiltonâs values 17:46 - The story behind Hiltonâs viral TikTok trend 20:25 - How defined processes drive Hiltonâs success on social 22:44 - The Wicked-inspired rooms and their overwhelming success 27:18 - Danniiâs advice for aspiring social prosResources
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 YouTubeVisitâŻSocialPros.com for more insights from your favorite social media marketers.
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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
Lululemonâs new brand identity is more than just a refresh. Itâs 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; itâs also about emotional and mental well-being. Whether itâs 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 itâs 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 Lululemonâs 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 Lululemonâs 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 Lululemonâs 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 Lululemonâs 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 Lululemonâs team more confident in tackling sensitive topics and balancing inclusivity in campaigns 29:15 - Raviâs advice for aspiring social pros
Resources
Visit Raviâs Website Follow Lululemon on Instagram Follow Lululemon on TikTok
VisitâŻSocialPros.com for more insights from your favorite social media marketers.
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Building a successful influencer program isnât just about campaigns. Itâs 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 influencerâs 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 doesnât just work with influencersâshe 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.
Itâs not just about connections; itâs 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 themâwhether itâs receiving a detailed brief or a more visual guideâand ensure that every campaign feels tailored to their strengths. By listening, adapting, and making these adjustments, Kara builds trust and creates partnerships that donât just workâthey thrive.
Karaâs 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 Southwestâs influencer program into a true community, delivering campaigns that feel authentic and meaningful.
In This Episode:
1:29 - Karaâs 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 Southwestâs 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 - Southwestâs 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 - Karaâs 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 Southwestâs influencers 21:41 - How Southwest uses influencers to test new platforms like TikTok before launching as a brand 25:03 - Karaâs advice for aspiring social pros
Resources
Connect with Kara on LinkedIn Follow Southwest Airlines on TikTok Follow Southwest Airlines on InstagramVisitâŻSocialPros.com for more insights from your favorite social media marketers.
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As itâs Thanksgiving week, weâre 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 AIâs 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 youâre 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 â 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 doesnât just belong in the creative realm. Thereâs 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 - Bennieâs one tip for those wanting to become a social proResources
Join the Social Pros community on LinkedIn American Marketing Association Connect with Bennie on LinkedInVisitâŻSocialPros.com for more insights from your favorite social media marketers.
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Managing social media for 275 locations might sound like a daunting task, but for Dogtopia, itâs a chance to connect with dog lovers everywhere. Toni Teplitsky, Senior Director of Marketing, reveals how her team keeps content fresh, local, and heartfeltâwhile 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
Dogtopiaâs social media isnât 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 itâs showcasing dogs having the time of their lives with âcanine coaches,â celebrating local flair with events like Halloween parades, or capturing raw, unfiltered moments of joy, Dogtopiaâs content feels personal and genuine. Itâs not about polished perfectionâitâs 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, Toniâs 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 doesnât mean reinventing the wheelâit just takes a little creativity and a lot of heart.
In This Episode:
2:51 - Tackling social mediaâs constant changes to stay relevant 4:10 - Balancing Dogtopiaâs 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 platformâs strengths is key 8:54 - Feeding the content machine: why UGC and raw, authentic content are outperforming polished professional shoots 11:19 - Ensuring Dogtopiaâs 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 platformsâwhy âthink smarter, not harderâ is key 22:40 - The platforms Toni sees the most growth potential in 23:58 - How Dogtopiaâs foundation supports veterans, students, and adults with autism through the power of dogs 28:23 - Toniâs advice for aspiring social pros
Resources
Connect with Toni on LinkedIn Visit Dogtopiaâs Website Follow Dogtopia on Instagram Follow Dogtopia on TikTok Follow Dogtopia on Facebook
VisitâŻSocialPros.com for more insights from your favorite social media marketers.
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Getting your message heard in todayâs crowded digital world isnât 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 todayâs 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 brainâs natural filtersâlike the Reticular Activating System (RAS)âcan make your messaging more relevant and engaging. He explains how techniques like crafting âmemory dartsâ and structuring information like a pyramid can help to simplify complex ideas and make your audience remember what matters.
This isnât just about cutting wordsâitâs 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 youâre 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 todayâs noisy digital landscape 7:17 - How the brainâs RAS and WIIFM principles make messages stick 9:20 - Staying authentic and relevant amid AI-generated contentâand why clarity is the answer 11:50 - Breaking down Steveâs 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 âmemory dartsâ to create messaging that drives referrals 31:26 - Steveâs advice for aspiring social prosResources
Connect with Steve on LinkedIn Visit Steveâs WebsiteVisitâŻSocialPros.com for more insights from your favorite social media marketers.
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For the past few years, weâve 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 secretsâŠ
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 LTâs 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 â 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 - Mitchellâs 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 marketerâs secret weapon 24:05 - Are Gen-Z afraid of LinkedIn? 29:58 - Mitchellâs top tip for aspiring social pros
Resources
Connect with Mitchell on LinkedIn Follow Mitchell on InstagramVisitâŻSocialPros.com for more insights from your favorite social media marketers.
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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, LinkedInâs 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 âswing for the fencesâ by creating memorable content that brings real value. His concept of zero-click content encourages marketers to think beyond just drawing trafficâinstead, 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 âbusy workâ and how to break free 6:00 - The power of âswing-for-the-fencesâ content projects that move the needle 6:29 - The rise of zero-click content and how itâs reshaping social strategy 7:19 - Why AI adoption pressures could lead to missed opportunities 9:05 - âValuable frictionâ and why itâs key to smarter, more effective teams 11:46 â Robertâs book âContent Marketing Strategy: Harness the Power of Your Brandâs Voiceâ 13:42 - What content marketers and marketers in general should have on their radar for 2025 14:05 - Why brands should rethink âother peopleâs platformsâ 15:38 - Robertâs advice for Social Pros 17:10 - What living person Robert would have a video chat with 17:56 - Amberâs journey from marketer to enterprise sales leader at LinkedIn 19:00 - Why thought leadership is essential in todayâs digital world 23:06 - Balancing personal brand with corporate storytelling 25:04 - Creating frameworks to shape and strengthen your thought leadership voice 26:51 - Amberâs 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 InstituteVisitâŻSocialPros.com for more insights from your favorite social media marketers.
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TikTokâs the place for dance trends, DIY hacks⊠and, apparently, for reviving iconic products from the â80s! When Lenoxâs 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
Lenoxâs iconic Spice Village collection may have started its journey back in 1989, but thanks to TikTok, itâs making a serious comeback! Who wouldâve 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 didnât just sit back and watch the buzz unfoldâthey 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 didnât just revive a beloved product, but also led to new ideas and innovations for the brandâs 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 âwho you want to be following youâ and how focusing on the right audience helps create genuine, lasting connections. Whether youâre trying to boost engagement or revive a legacy product, Caitlinâs insights offer valuable lessons for any social pro.
In This Episode:
2:04 - Caitlinâs 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 - Caitlinâs 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
VisitâŻSocialPros.com for more insights from your favorite social media marketers.
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