Social Pros Podcast

What does it take to turn social media into a serious business driver for B2B companies? Chris Hackney, Chief Product Officer at Meltwater, joins the show to unpack how his team connects social engagement to pipeline and revenue. In this episode, we dive into Meltwater’s approach to content strategy, channel differentiation, and analytics that prove impact across the funnel. Chris also shares how his team structures workflows, leverages influencer voices, and balances brand personality with professionalism in a global enterprise. Full Episode Details  Chris joins hosts Zontee Hou and Jennifer Harmon on this episode of Social Pros to share how Meltwater’s social media strategy drives real business outcomes, especially in the B2B space. He breaks down how the team maps social content to different stages of the funnel, tailors messaging by channel, and uses data to prove the impact of social on both awareness and pipeline. Chris discusses how Meltwater’s global team balances centralized governance with

How do you build a higher education brand that feels personal, relevant, and rooted in real-world value? Jermaine Peguese, Owner and Lead Strategist of EJST Marketing, shares how his team taps into authentic storytelling, community conversations, and industry voices to connect with today’s learners. From launching content series like Next Pulse at Nexford University to shaping market strategies with startup agility, Jermaine shows how higher ed marketers can think big, take risks and challenge the status quo. Full Episode Details  Jermaine joins host Zontee Hou on this episode of Social Pros to explore how marketing in higher education can be reimagined by leaning into authenticity, community, and social influence. Jermaine and Zontee discuss how today’s students aren’t just looking for facts, they’re also looking for real voices they trust and want to see themselves in the stories being shared. Whether it’s through expert-led content like Nexford’s Next Pulse series or conversations in online forums, Jermain

How do you turn a nonprofit’s mission into a heartwarming and impactful social media experience that resonates and inspires action? Virginia Chavez, Content Manager at PetSmart Charities, joins the show to share how her team uses authentic storytelling to inspire and build community around pet adoption. She explains how they tailor content by platform, foster meaningful engagement, and prioritize stories that reflect their values. Virginia also emphasizes the power of collaboration, showing how relying on your team can turn big, ambitious ideas into impactful, resonant content. This episode also features a bonus interview with Jenny Force, Global VP of Demand Generation at Meltwater, who speaks with Zontee about their recent Meltwater Summit. Full Episode Details  Virginia joins host Jennifer Harmon on this episode of Social Pros to share how her team at PetSmart Charities uses storytelling to spotlight their mission of keeping people and pets together. She dives into the creative strategy behind the

How can marketers harness AI to improve their strategy while also staying irreplaceably human? Andy Crestodina, co-founder and CMO of Orbit Media Studios, joins the show to explore the real-world applications (and limitations) of AI in content marketing. From using AI for gap analysis and persona development to identifying the skills machines can’t replicate, Andy shares actionable advice for marketers at every level of AI maturity. Full Episode Details  Andy joins hosts Zontee Hou and Jason Keath on this episode of Social Pros to chat about how marketers can level up their skills and stay competitive in the fast-evolving world of AI. He shares tactical insights on prompt libraries, custom GPTs, and why automation is the next frontier for marketers looking to work smarter and faster. Andy also explains why peer-to-peer conversations and informal mastermind groups are critical for learning in this space, and are often more impactful than staying glued to industry news. Andy also dives into creativity

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! Full Episode Details  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

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 that’s 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. Full Episode Details  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 “follower fallacy” 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 ensur

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 today’s hottest marketing trends—from 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. Full Episode Details  Ruth joins hosts Zontee Hou and Sunny Hunt on this episode of Social Pros to unpack the complex legal landscape marketers must navigate in today’s 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 exp

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, whi

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. Full Episode Details  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 r

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. Full Episode Details  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 shou

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 behavior—and 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. Full Episode Details  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 o

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 audiences—sometimes unpredictably—Matt

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, Buttermilk’s approach proves that when brands invest in their fans, the impact is both powerful and lasting. Full Episode Details  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 important—and 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 i

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 gue

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

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 princi

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. Ka

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 fo