How Auntie Anne’s Pretzels Is Taking Social by Storm

10/08/21 • 41 min

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Bari Rosenstein, Social Media Manager at Auntie Anne's Pretzels, joins this episode of Social Pros to talk all about her winning social media strategy.

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Full Episode Details

Bari Rosenstein, Social Media Manager at Auntie Anne's Pretzels, is back on the Social Pros Podcast, this time to share her strategies behind promoting pretzels to a growing fanbase.

Impressively, Bari works as a social team of one but collaborates with other social media managers in the Focus Brands portfolio and beyond. In this episode, she discusses how Auntie Anne’s likes to use user-generated content from its passionate fans to create relatable social content.

Bari also explains how she reaches out to influencers and how a simple gift of free pretzels led to a highly successful campaign during the Olympics.

One of the reasons Bari loves her current role is that it’s so open to trying new creative ideas. That’s why she’s been experimenting with the increasingly popular Auntie Anne’s TikTok channel.

In This Episode:

5:59 – Auntie Anne’s expansion into drive-throughs and beyond
8:46 – Where Auntie Anne’s works within the Focus Brands family
10:33 – How Auntie Anne’s works with franchisees on larger marketing efforts
13:58 – Bari walks us through how they manage the social media calendar
16:09 – The reports and KPIs that Bari measures for franchisees and the larger business
18:12 – How Bari manages to be a social media team of one
23:10 – How the Focus Brands social media managers collaborate
26:10 – How Bari gained the trust of her team to post freely on social
28:28 – Bari talks about how Auntie Anne’s crisis management works and the struggles during the pandemic
31:52 – Where influencer marketing fits into the Auntie Anne’s social strategy
36:27 – Bari shares her ultimate Auntie Anne’s pick
37:41 – Bari’s top tip for those looking to become a social pro

Resources

Get the new State of Marketing report for free from Salesforce

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

Bari Rosenstein, Social Media Manager at Auntie Anne's Pretzels, joins this episode of Social Pros to talk all about her winning social media strategy.

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

Full Episode Details

Bari Rosenstein, Social Media Manager at Auntie Anne's Pretzels, is back on the Social Pros Podcast, this time to share her strategies behind promoting pretzels to a growing fanbase.

Bari also explains how she reaches out to influencers and how a simple gift of free pretzels led to a highly successful campaign during the Olympics.

In This Episode:

5:59 – Auntie Anne’s expansion into drive-throughs and beyond
8:46 – Where Auntie Anne’s works within the Focus Brands family
10:33 – How Auntie Anne’s works with franchisees on larger marketing efforts
13:58 – Bari walks us through how they manage the social media calendar
16:09 – The reports and KPIs that Bari measures for franchisees and the larger business
18:12 – How Bari manages to be a social media team of one
23:10 – How the Focus Brands social media managers collaborate
26:10 – How Bari gained the trust of her team to post freely on social
28:28 – Bari talks about how Auntie Anne’s crisis management works and the struggles during the pandemic
31:52 – Where influencer marketing fits into the Auntie Anne’s social strategy
36:27 – Bari shares her ultimate Auntie Anne’s pick
37:41 – Bari’s top tip for those looking to become a social pro

Resources

Get the new State of Marketing report for free from Salesforce

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

Previous Episode

How Being “Customer Obsessed” Is Key to Seaworld’s Success

Josh Greenberg, Director of Social Media and Digital Consumer Engagement at SeaWorld Parks & Entertainment, is on Social Pros to put the spotlight on customer care.

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Josh Greenberg, Director of Social Media and Digital Consumer Engagement at SeaWorld Parks & Entertainment, says that being “customer obsessed” is the secret to their success.

But what does customer obsession look like? SeaWorld Parks & Entertainment likes to focus on the individuals who love the brand and find ways to connect with them one-on-one. By doing so, the brand manages to make customers feel special and valued.

Josh explains how SeaWorld manages to strike a balance between being a fun and silly brand whilst also prioritizing world-class customer care. He takes us through some fantastic examples of how SeaWorld has gone above and beyond what other brands would do on social media.

Josh explains how interactions like these work behind the scenes and how collaborating with different departments and brands under the SeaWorld name works.

In This Episode:

5:02 – How working in an agency differs from being a permanent part of a social team
7:51 – How Josh adapted to his new role and responsibilities
9:41 – How Josh balances social media across all the SeaWorld Parks & Entertainment brands
12:41 – The metrics and KPIs that SeaWorld Parks & Entertainment looks at
16:13 – The types of content that drive guest engagement the most
18:19 – The lessons Josh learned about change management when he first took his role
21:03 – Why it’s so important to build a relationship with people on social media
25:05 – How Josh’s team became customer obsessed
27:53 – How Josh helped to overhaul the SeaWorld Twitter accounts
31:22 – Why social care needs to be authentic
34:25 – Josh explains the metrics and analytics he’s looking at on TikTok
37:00 – Why you need to create content that’s relevant for each specific channel
38:26 – Josh’s top tip for anyone thinking of becoming a social pro

Resources

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

Next Episode

How Visit California Jumped into TikTok

Gwynne Spann, Director of Content Marketing at Visit California, joins this episode of the Social Pros Podcast for a behind-the-scenes look at their TikTok strategy.

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:

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Full Episode Details

Gwynne Spann, Director of Content Marketing at Visit California, is on Social Pros to chat about TikTok, content marketing, audience targeting, and much more.

She shares the initial hesitancy she and her team had around TikTok and how her daughter convinced her to finally take the plunge.

While fairly new to TikTok, we get a glimpse into how Visit California approached the platform in the right way, prioritizing authenticity and a tailored strategy specific to TikTok.

Gwynne explains how the wider marketing strategy uses a lot of geographic targeting based on audience travel habits and how that influences the type of content they post. We also hear a bit about how Visit California works with travel partners, brand ambassadors, and Gwynne hints that we’ll likely see more influencer content in the future.

In This Episode:

4:41 – How marketing to in-state residents differs from out-of-state audiences
7:44 – How Visit California uses audience targeting
11:28 – Why Visit California launched its own TikTok
17:48 – Why TikTok is such a different beast than other social channels
20:57 – How Visit California works with all its different business and venue partners
24:30 – The success metrics that Visit California monitors
26:56 – How Visit California does sentiment analysis
31:02 – Gwynne explains what type of content is resonating the most on TikTok
36:10 – The top piece of advice Gwynne has for those thinking of becoming a social pro

Resources

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