Social Pros Podcast

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 -  Creating 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 -  Robbie'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 -  Robbie'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 - Robbie’s advice for aspiring social pros Resources: * Visit the MKTG Rhythm website [https://mktgrhythm.com/] * Follow Robbie on LinkedIn [https://www.linkedin.com/in/robbiefitzwater/]   Visit SocialPros.com [http://www.convinceandconvert.com/podcasts/shows/social-pros-podcast/] for more insights from your favorite social media marketers.

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 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 initiatives—rather 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 social’s seat at the table—ensuring 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 - Geisha’s advice for aspiring social pros * 32:30 - Zontee, Jason and Sunny discuss C&C's new newsletter, The Trend Line   Resources: * Follow University of Miami on TikTok [https://www.tiktok.com/@univmiami?lang=en] * Follow [https://www.instagram.com/univmiami/] University of Miami on Instagram [https://www.instagram.com/univmiami/] * Follow Geisha on LinkedIn [https://www.linkedin.com/in/geishagarcia/] * Follow Geisha on Instagram [https://www.instagram.com/gg_communications/] * Visit the University of Miami website [https://welcome.miami.edu/]

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 should revisit past ideas as technology evolves. Plus, he highlights the power of frontline marketers in uncovering real, actionable insights—and shares a great story about how a simple conversation reshaped the way a financial tool was marketed. In This Episode: 1. 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 challenge . Source: Content Marketing and AI Report [https://urldefense.proofpoint.com/v2/url?u=https-3A__c5tMY04.na1.hs-2Dsales-2Dengage.com_Ctc_T5-2B23284_c5tMY04_JlY2-2D6qcW95jsWP6lZ3mxW3bybkb3CWL9hW5Gr9Vw571qbtW8sX4j36zBjpJW37NqM31x0np-5FW820sHw4df2qTW4p2Hgh328znZW2w5Yhk2ZtftWW6mCvQ95MYHpFW38jDWn839JjyW3S9C-5Fh80ZVLzW1PVZQp5HY8hGW3Ykbmk2wy3ztVLxn2G6CfpxXW7mnQXH6Zfn5SW1k-2Drz87G1HvsW2RXfJd2X-5FLMfW8YlHgp3SbF5tVpMtxP8pWKdPVT7LHJ5RXnLPW8NgQXp51fXBkW38Yq0R54ZZMfW5cQTwS62Lm2gW2jkPfn6DnYxyW4B-2DNL-2D2JZjL9VKvvhw1zd5-2DLW1g4VyK8CkmlRW205-2DSB61GSQzV4XXVr5MmmkPVkWK3m6dS0M8W5j-5FKtH8fbhzZf7KWLyK04&d=DwMFaQ&c=euGZstcaTDllvimEN8b7jXrwqOf-v5A_CdpgnVfiiMM&r=sAly1wG4gdRoO8hPEFu_zV1NLEF-ZXvsHTXiWkvEtTg&m=1gSEw8diQswGMHEH4xTpexkCh7kuO4OA8cup0A9vxq7I7L0eew1ax8kJZdKLce6t&s=fvhL385xk6MFnfYXxFOjF5PmWpVpWsXq5AWkVnveH00&e=]. 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. 2. 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. [https://urldefense.proofpoint.com/v2/url?u=https-3A__c5tMY04.na1.hs-2Dsales-2Dengage.com_Ctc_T5-2B23284_c5tMY04_Jks4YGXpW69t95C6lZ3kMW89F3Dw4W-2DrxsW1zCSW53rqRxXVz7zXR2hKmLTW8x9fjH58cbC6VstCys5pgQ4xVlbZCz3DT33LW7bB7-2D75R3KCdW5t76ms5p-2DVryN54GfDD2ZKfLW2SmK8P4VtTGZVxmqRb58bhYpF8bFKgHtWWkW3y5vcW38-2Djf6N2BX8Fjwz0X0W3HtJ9W7-2D8DSzW4CCj-5FZ1mN9JNW7LwCWV8n31hTW8TdPjw4sRLkSW30s61z6p0c-2DMW3J-2Ds9P5M-2DLgqW7D69xR5ThvskW6cngmp1z-2DjyMN2CKtcHFQ-2DJJN6tJzBD4J4-5FJW17hZYm8mG2gCW3npNM64bg35mW6gzDTb7phNvRW3Z4zCb47F9FqW99Ww-5Fc3HZHcyW2QHdCB7gdZ5hW45pVd-2D87w0nsW1WN2P03HG5VfW8q5q5t2k9Rr8W8kFnTD7zrFXZW6JGq3K1p7TPTVBrFyr5PQjJJf8yQzcz04&d=DwMFaQ&c=euGZstcaTDllvimEN8b7jXrwqOf-v5A_CdpgnVfiiMM&r=sAly1wG4gdRoO8hPEFu_zV1NLEF-ZXvsHTXiWkvEtTg&m=1gSEw8diQswGMHEH4xTpexkCh7kuO4OA8cup0A9vxq7I7L0eew1ax8kJZdKLce6t&s=VIibIk5dhfHmB94bUUMgQCAtBW6qES4K8diiLlkSGmk&e=]Why It Matters: B2B influencer marketing is maturing, and brands that integrate influencers into their full marketing strategy will see greater engagement and credibility. 3. 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%) . Source: The Evolution of AI in Marketing [https://urldefense.proofpoint.com/v2/url?u=https-3A__c5tMY04.na1.hs-2Dsales-2Dengage.com_Ctc_T5-2B23284_c5tMY04_JlF2-2D6qcW8wLKSR6lZ3lBW4CHz7B3l-2DQbtW3YbL7t4-5FgrkBW3kLF4n6ww-2D3fN2Fdn6W6Z3QyW8wkg9B93syKvW6DplG56V-5FxvrW5l47jV5sbr6HW4RjNTL3F8Q-5FtW69gL5Z40mtxNN17KZ4Yvd1pMN8hkmGcZZWDtW7YD6502TnmlgMtrRJzFSnsYW4wcZCV5lYLNwW76wWHB8-2Db6vYW4KHdX-5F2nxT76W5fFCv64NvVrhN1jXTZmHsp-5FHW6hmsFT5CHBBTW4rWFbT6NDvNkN46VXgQmryx3W4wstXr1MVRldW6pVZHs17t3ZxW37P5vJ8Lg8x-5FN4gJg95Np5GdW8k7NTm1q5CkhN4fxHfRhmNglW90cpJl1zjC9Vf6N-2DhzC04&d=DwMFaQ&c=euGZstcaTDllvimEN8b7jXrwqOf-v5A_CdpgnVfiiMM&r=sAly1wG4gdRoO8hPEFu_zV1NLEF-ZXvsHTXiWkvEtTg&m=1gSEw8diQswGMHEH4xTpexkCh7kuO4OA8cup0A9vxq7I7L0eew1ax8kJZdKLce6t&s=dNgPiqEvbdgj02JZnzC00CZkkR66Z48iGIou5V4uQ9o&e=]. Why It Matters: AI-driven automation enables marketers to scale their efforts while maintaining high-quality engagement across multiple channels. 4. 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 success . Source: Anteriad - 2024 B2B Marketing Outlook: The Data Confidence Divide [https://urldefense.proofpoint.com/v2/url?u=https-3A__c5tMY04.na1.hs-2Dsales-2Dengage.com_Ctc_T5-2B23284_c5tMY04_JkM4YGXpW6N1X8z6lZ3pTW16tLRx2HHL-2D-2DW1JKhJN7M7WR-5FN4CdF-5F9Pg0qpW2mzR7p7s3hQ7W1cz4TT7jmkzJW6XX7sZ8WT3BXW1BxtgY8XzMKJVCPKHY8Dty35W2QHdw-5F9622H4W8qCpF76bQPP2W5DjfF550RNCqW4thC1-2D1ZMqs2W1yf2DS813-2DtjW2qvdMF8m88tMW4hcFGL76HVGZW4Z8fCk7vkqv1W5DX49l1l0zLRW55hF9L4MGxwnW2RYnv11YnTQtN5bJ2fKh8gcdW60VDHs3tTDnqW1XwYP-5F1QSTHtW5BFht91P8389W8G-5FR4Y5Fy5-2DrW4CtHWn7TkjktW2q5-2DM85y-2D3rfW7F15Ns7bLvXPW3rXRJj7M8FDDMh-2DxlKcRj1GM51dm48Wt-5F4W327fxK4fXhF2V9RCgn1D60-5FrW4BwjYj7jWz3XW8k897t1V-2D9Q2W3dB1QB56gGtfN89Jf6tcM-2DWkW841Dtw5yhhX9W80VrpX7MkMZVf8zZfyK04&d=DwMFaQ&c=euGZstcaTDllvimEN8b7jXrwqOf-v5A_CdpgnVfiiMM&r=sAly1wG4gdRoO8hPEFu_zV1NLEF-ZXvsHTXiWkvEtTg&m=1gSEw8diQswGMHEH4xTpexkCh7kuO4OA8cup0A9vxq7I7L0eew1ax8kJZdKLce6t&s=KGANrP219BEtIC9uYXpXbnFFa6HKPP5doCcI6LE1tGE&e=]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. 5. Data-Driven Marketing: Overcoming Integration Challenges 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 [https://urldefense.proofpoint.com/v2/url?u=https-3A__c5tMY04.na1.hs-2Dsales-2Dengage.com_Ctc_T5-2B23284_c5tMY04_JlY2-2D6qcW95jsWP6lZ3lkW2y9ym461zSTDVZ-5F5BZ24Pj4QVm-5Fzr73vvjv4W5Hk-2DJb8XYwhzV3FwkP2gJ5MLW24gFYs3NQ2g2W3Q7QWb8RkvqMW4-2D9Nnb8Cs0rTW7dwKyh6XTl0nW2NDB2941cth0N39BdfP2d5kcW2lPyD85J2QgsW8B8K6S7Vj5KwW4D0BXD5b-5FMJ8W5qjZvH3y92V7V3DLDB6Kp6C8W65XyJn6kgQh5W7vWQT97FYlR0W6nllKF7bHcq7W9db9Fx7CKNjGN7-5FSXzG4HKkmW22xhN72jMZR1W7XqNVr6qMkn6W5GPzn07jj-2D7GN2vX2t5pSrTbW1SSsnx4S-5F6-2DFVY8MnK5Hrf8SN3TnMLKPyLZhW61DV-2DR5rDB8wW2-2Df2jQ5jFkpTf4Hxpn-2D04&d=DwMFaQ&c=euGZstcaTDllvimEN8b7jXrwqOf-v5A_CdpgnVfiiMM&r=sAly1wG4gdRoO8hPEFu_zV1NLEF-ZXvsHTXiWkvEtTg&m=1gSEw8diQswGMHEH4xTpexkCh7kuO4OA8cup0A9vxq7I7L0eew1ax8kJZdKLce6t&s=bdolndsez4vNACWvSF9Anrrjqh6QOIy1oJRRQH3xQm4&e=]. 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. * 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) Resources  * Visit the Ascend2 website [https://ascend2.com/] * Follow Ascend2 on LinkedIn [https://www.linkedin.com/company/ascend2/] * Follow Todd on LinkedIn [https://www.linkedin.com/in/tlebo/] Visit SocialPros.com [http://www.convinceandconvert.com/podcasts/shows/social-pros-podcast/] for more insights from your favorite social media marketers.

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 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,  and how Randi is preparing her team for the coming evolution of the digital landscape  * 13:48 -  How 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  B2B partners, and  why 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 - Randi’s advice for aspiring social pros Resources  * Download The Weather Channel app [https://weather.com/mission?source_caller=ui&shortlink=pnaeswdy&c=Winter+STorm&pid=Social_Winter+Storm&cm_ven=dnt_social_instagram&af_xp=custom] * Follow The Weather Channel on TikTok [https://www.tiktok.com/@weatherchannel?lang=en] * Follow The Weather Channel on Instagram [https://www.instagram.com/weatherchannel/] * Visit The Weather Company website [https://www.weathercompany.com/] * Visit The Weather Channel website [https://weather.com/] Visit SocialPros.com [http://www.convinceandconvert.com/podcasts/shows/social-pros-podcast/] for more insights from your favorite social media marketers.

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—Matthew 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 brand’s 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 - Matthew’s advice for aspiring social pros Resources  * Visit Arwen's Website [https://www.arwen.ai/] * Follow Arwen on LinkedIn [https://www.linkedin.com/company/arwen-ai/] * Connect with Matthew on LinkedIn [https://www.linkedin.com/in/mmcgrory/] * Follow Arwen on Instagram [https://www.instagram.com/arwen.ai/] Visit SocialPros.com [http://www.convinceandconvert.com/podcasts/shows/social-pros-podcast/] for more insights from your favorite social media marketers.