Social Pros Podcast

Tressie Lieberman, Vice President, Digital Marketing and Off-Premise at Chipotle, joins the Social Pros Podcast to discuss how the popular taco and burrito chain acquired outstanding feedback and engagement from a single TikTok promotion.

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No matter how much of a ‘social pro’ you are, you won’t get far without the help of an incredible social media team.

Someone who understands this better than anyone is Tressie Lieberman, Vice President, Digital Marketing and Off-Premise at Chipotle. Tressie and her team have helped Chipotle (the masterminds behind the world’s greatest tacos and burritos) skyrocket social engagement through smart influencer marketing, active social listening and genius promotions.

One of these promotions has amassed over 1.4 billion views on TikTok (yes, you read that correctly). On this delicious episode of the show, Tressie reveals the ingredients that went into creating such a wildly successful social media promotion and doesn’t hold back on sharing her best insights and tips for B2C brands who want to reach the same level of success.

In This Episode

• 04:52 – The key role that communication plays when juggling multiple locations and employees
• 06:02 – How Chipotle uses social as an integral tool to learn more about their customers
• 08:40 – How Chipotle segment their target audiences by channel
• 09:39 – A look at how the social team at Chipotle operates across different channels and expertise
• 13:35 – What Chipotle looks for in an ‘ideal influencer’
• 16:46 – How Chipotle gained 1.4 billion views for a single promotion on TikTok
• 24:37 – How Chipotle set up their initial colonization plan for TikTok
• 27:00 – How the customer service team gets involved in social
• 31:59 – How Chipotle’s legal team helps to guide the company in terms of contracts and other relevant factors

Resources:

• Get the new State of Marketing report for free from Salesforce
• Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
• Download Salesforce’s e-book, ‘Einstein’s Guide to AI Use Cases’
• Listen to episode 21 of Social Pros with Joe Stupp from Chipotle

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

Ivonne Aldaz, Host and Content Creator, and David Ramirez, Senior Marketing Manager at TINT, join Social Pros to discuss the growing value of User Generated Content (UGC) and how TINT is making it a lot easier to reap the benefits of using UGC.

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Whether it’s from posts in a forum, consumer reviews, or random shoutouts, you’ve got to admit there’s a certain authenticity that comes from UGC.

When a brand says something positive about itself, it’s flat-out marketing. But hearing how great a brand is from an actual user hits a bit closer to home base.

In this episode of Social Pros, Ivonne Aldaz, Host and Content Creator, and David Ramirez, Senior Marketing Manager at TINT, highlight the growing role of UGC today and explain the various ways they’re giving UGC a wider platform at TINT.

Hear everything from how TINT uses UGC to push its message forward to what makes up an effective UGC campaign. We’re getting to the bottom of what makes UGC so successful in this episode.

In This Episode:

• 03:47 What is TINT?
• 07:58 Ivonne gives an insight into her role as content creator and host
• 09:42 David explains more about his role as Senior Marketing Manager
• 12:12 How UGC provides great social proof for brands
• 13:37 Why is UGC important?
• 17:54 The benefits of broadening your perspective on UGC
• 20:48 How Ivonne uses UGC at TINT
• 24:00 Who should own the UGC efforts in your company?
• 28:35 Why your HR team should be involved
• 29:22 Why employee feedback and testimonials are important
• 34:37 Key elements of a successful UGC or EGC campaign
• 37:07 Why imperfection is perfect
• 38:10 Representation is key
• 40:21 The Big Two with Ivonne and David

Resources

• Get the new State of Marketing report for free from Salesforce
• Follow Ivonne on Twitter
• Follow David on Twitter
• Check out TINT’s Twitter

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

Abby Eddy, the Assistant Director of Digital Engagement at Purdue University, joins the Social Pros Podcast to talk about how you can use social media to connect with your audience during uncertain times.

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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

SocialMedia.org

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As we enter what is traditionally considered ‘commencement season’ for many, millions of students are finding themselves at a standstill. Lecture halls have been swapped for Zoom calls and cap and gowns have been replaced with ‘comfy clothes’ like joggers and trainers.

In a world seized by a global pandemic, how are major universities dealing with the impact of COVID-19 and leveraging social to engage with Higher Ed students?

Abby Eddy, the Assistant Director of Digital Engagement at Purdue University, has really perfected the university’s approach to messaging their students during this uncertain time. Abby talks about how she uses social media to bring some levity during these times by embracing pop culture in a way that is relevant to Purdue and speaks to their audience.

In This Episode

• 04:58 – How Purdue University are using social conversations to engage with students and organize on-demand commencement
• 11:16 – How different departments and team members have come together to help the university communicate effectively online
• 13:19 – How Abby’s team manages Purdue University’s brand voice across the board
• 17:31 – Why it’s important to find a balance between ‘COVID-19 messaging’ Vs. more ‘cheerful’ content
• 22:30 – How to choose what pop culture moments to play into
• 23:46 – How Purdue University uses past performance data to cultivate future results
• 26:46 – An insight into the successful hashtag engagement campaign for the launch of the Purdue Podcast

Resources:

• Get the new State of Marketing report for free from Salesforce
• Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
• Download Salesforce’s free eBook - “50 Best Practices for Email Marketers”
• Visit Purdue University’s website
• Listen to the brand-new Purdue Podcast

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

Whitney Magnuson, Senior Director, Social Marketing at Northwestern Mutual, is on Social Pros this week to talk about the strategy behind making finance content fun on social media.

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Whitney Magnuson, Senior Director, Social Marketing at Northwestern Mutual, joins Social Pros to give us a window into how her team creates fun and engaging social content.

Whitney explains how social media is a team effort that goes beyond the marketing department and how financial advisors use their expertise to pitch in with ideas. She also shares the challenges of creating content for such a highly regulated industry.

Memes and pop culture might not be what you expect from a financial services giant like Northwestern Mutual, but the social team pulls it off with a nice balance between fun and informative content. Whitney also shares Northwestern Mutual’s approach to working with influencers and why they focus more on micro-influencers who represent everyday people.

As a self-proclaimed data junkie, Whitney also explains why data is so important in this field and how it can help you tweak and fine-tune your social strategy.

In This Episode:

• 5:57 – Whitney fills us in on what Northwestern Mutual offers
• 7:50 – How Whitney helps financial professionals with their social media efforts
• 10:24 – How to navigate compliance regulations on social media
• 11:35 – How Whitney and her team makes financial content fun
• 14:23 – Why Northwestern Mutual uses a very different tone on social
• 17:10 – How Northwestern Mutual went from being “the quiet company” on social to a social-first organization
• 19:11 – Advice for taking over a new social media team
• 21:11 – How Whitney’s background as an attorney plays into her current role
• 22:55 – Where influencers fit into Northwestern Mutual’s marketing strategy
• 26:59 – How Whitney picks influencers to work with
• 28:44 – How customer relationships with financial advisors have changed since COVID
• 31:06 – Why data is one of the most important parts of social media
• 34:49 – Northwestern Mutual’s focus on younger customers
• 37:37 – Why LinkedIn content differs from Instagram content
• 38:55 – Why Whitney isn’t a huge fan of Reels
• 43:26 – Whitney’s top tip for anyone looking to become a social pro

Resources

• Get the new State of Marketing report for free from Salesforce
• Onalytica B2B Influencer Compensation Report
• Northwestern Mutual’s Twitter
• Northwestern Mutual’s Facebook page
• Northwestern Mutual’s LinkedIn
• Northwestern Mutual’s Instagram
• Northwestern Mutual’s YouTube channel
• Whitney’s blog - Mrs. Millennial

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

Thea Neal, Global Talent Marketing Manager for Royal Caribbean Group, joined this episode of Social Pros to share how she’s utilizing the power of social for recruitment.

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Thea Neal, Global Talent Marketing Manager at Royal Caribbean Group, is on the Social Pros Podcast to share the inventive ways Royal Caribbean Group recruits staff.

With a constant need to fill roles on the many ships within the Royal Caribbean Group family, recruitment is a huge priority. But rather than simply throwing up a few job adverts, Royal Caribbean has turned to social media to really drive that hiring push.

Thea explains how they use user-generated content from existing staff members to paint a picture of life at sea for potential candidates. She believes this goes way further than what marketing campaigns can produce because it’s authentic content that people really want to see.

Thea also shares how recruitment is a long game for Royal Caribbean Group and how social is currently driving around 20% of referrals to job applications. We also hear a bit about the struggles during COVID, including visa changes, recruitment competition from other brands, and how the travel industry is recovering.

In This Episode:

• 4:39 – How Thea is managing a huge hiring push after a COVID pause
• 7:27 – How being a talent marketer differs from being a regular marketer
• 9:39 – The ways talent marketing has changed over social media
• 11:27 – Why Royal Caribbean’s social recruitment push is a long game
• 12:40 – How Thea works with her counterparts to ensure the messaging is consistent
• 14:21 – What the pandemic taught Thea about the challenges of global hiring
• 16:20 – How Royal Caribbean manages a constant recruitment push worldwide
• 18:01 – How Royal Caribbean uses specific and targeted hiring campaigns
• 20:06 – Why Glassdoor ratings were such a big priority for Thea
• 24:10 – How user generated content gives insights into job roles that marketing campaigns can’t
• 26:08 – Why most UGC is created organically at Royal Caribbean
• 27:04 – Thea explains the ‘Journey with Us’ campaign
• 29:04 – How Thea measures success with recruitment campaigns
• 35:20 – Royal Caribbean’s hiring campaign plan post-COVID
• 36:50 – How Royal Caribbean competes with other companies for the best talent
• 38:54 – Thea’s one tip for those looking to become a social pro

Resources

• Get the new State of Marketing report for free from Salesforce
• Careers at Royal Caribbean Group

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