10 Key Social Media Lessons From 51 Podcast Episodes

10 Key Social Media Lessons From 51 Podcast Episodes

In this special year-end episode of the Social Pros Podcast, Jay and Adam revisit highlights from their top ten episodes from 2018.

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Full Episode Details

Top Social Media Lessons from 2018

2018 brought a whole host of changes, advancements, and surprises in the world of social advertising. What hasn’t changed is that the Social Pros Podcast continues to meet with some of the top social media pros in the world to stay informed and ahead of the trends.

In this special year-end episode, Jay and Adam revisit their top ten episodes from the past year as they look ahead to 2019. Hear social media lessons from experts like Carmen Collins, Brian Fanzo, Phil M. Jones, and more!

In This Episode

  • 07:51 – Episode #316: Sarah O’Grady “Why the Best Social Media Ideas Sound Terrible at First”
  • 10:17 – Episode #319: Chuck Hemann “Is Your Job Ready for the Future of Social Analytics?”
  • 12:33 – Episode #327: Jenn Herman “Why You Need 3 Different Instagram Strategies”
  • 14:19 – Episode #329: Carmen Collins “Why the Cisco Talent Brand Program in Social Is So Fabulous”
  • 17:28 – Episode #331: Brian Fanzo “How Brian Fanzo Combines Real-Time and Right-Time Social Media”
  • 21:22 – Episode #339: Jay Acunzo “Why Social Media Best Practices Are Making You Worse, Not Better”
  • 24:46 – Episode #342: Owen Hemsath “4 Questions You Must Answer to Succeed on YouTube in 2019”
  • 27:40 – Episode #343: Michael Stelzner “Why Michael Stelzner Says Less Is Now More in Social Media”
  • 32:03 – Episode #314: Eric Saninocencio “How the Houston Texans Engage Fans 365 Days Per Year”
  • 36:14 – Episode #313: Phil M. Jones “Exactly What to Say in Social Media”

Quotes From This Episode

It's not that best practices are bad—they're a fine place to start—but they need to be contextualized. Click To Tweet It's important to understand the importance of real time, but it's even more important to be able to act at the right time. Click To Tweet


See you next week!

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Episode Transcript

Jay Baer: 00:00 Ladies and gentlemen, welcome to Social Pros, the podcast for real people doing real work in social media. I am, as always, Jay Behr, founder of Convince & Convert, joined here on the last episode of 2018 by my special Texas friend, the executive strategist from Salesforce Marketing Cloud from Austin, Texas, where it never snows, please welcome Adam Brown. Adam: 00:24 Jay, it is great to be here in the lack of snow stricken Austin, Texas on a December morn. Jay Baer: 00:33 I guess that's not entirely true. It has snowed in Austin. I was actually in Austin once and it snowed and it was pandemonium. People were freaking out. Adam: 00:41 I mean, you go to the grocery store and they're out of those five staple items. Beer, milk, bread, toilet paper- Jay Baer: 00:50 And Tito's vodka. Adam: 00:52 Yes, sir. You are correct. Obviously Jay has spent time here in Austin, Texas. We're very proud of our Tito's. Jay Baer: 00:58 We spent a lot of time not only in Austin, Texas but all around the world this year on the Social Pros podcast. 51 outstanding episodes in 2018. Our eighth year by the way, ladies and gentlemen. This is our eighth year doing this show. We're getting ready to start season nine here in a week or so and we thought Adam and I would take a few minutes in this very special end of the season episode and take a little look back at some of our guests and our favorite highlights from 2018. Adam: 01:24 Jay, it is hard to believe that we've done 51 episodes in 2018 and you're right. There were some really interesting meta topics that I think we discussed with all 50 plus of our guests. We were talking about Facebook a little less maybe than we have in the past years. We've talked about artificial intelligence, the messages of genuineness and authenticity have permeated through and again, I love the variety of guests. We had some authors, we had practitioners, we had people on the creative side, people on more the analytics side. It's been a great year and this is gonna be a lot of fun kinda going through these top ten shows. Jay Baer: 02:03 We also talked a lot in 2018 about Instagram, certainly more than ever. We talked about video more than ever. We talked about testing, optimization, and metrics as much if not more than we ever had. It's fascinating having done this show now for so long to see how each year, the topics change even though the audience is similar, the reason the show exists is the same, but the topics change. I just wanna say before we get into these highlights how much Adam and I appreciate each and every one of you for listening to the show. It is our absolute honor and privilege to work with tens of thousands of you every single week to bring you these episodes. It's one of the very favorite things we get to do. Adam: 02:48 It's an honor to get to spend time with all of you and as you said, it's been really interesting to think about how this show and these guests that we have are, in some cases, leading indicators as we see more and more of a marketers dollars now being spent on social. I think, Jay, when you started this show over eight years ago, it was single digits. One, two, three percent of companies were spending their money on social. Today, it's in the 20 to 30%, CMOs are spending their dollars doing what our social pros do everyday. Jay Baer: 03:21 Yeah, the whole essentially about organic for the first several years of the podcast. You know what else is interesting is the continued support that we have from our fantastic sponsors, most notably Salesforce Marketing Cloud thanks to Adam and his whole team and everybody at Salesforce. What an extraordinary company. They're back again. We'll be back again in 2019. Adam will be back on the microphone. Last chance for me to tell you this year about their social media B2B guide, everything you need to know to do social media fantastically if you're in B2B, which can have it's own set of challenges. We've talked about some of those on the podcast. In fact, our first highlight from 2018 will be one of those stories. If you haven't had a chance to do it, I very much suggest that over the holidays, when you have a little more time, download for yourself the Social Media B2B Guide from Salesforce. You can get it right now at no cost. Go to bit.ly/socialb2bguide. That's bit.ly/socialb2bguide. All lower case. Grab that for me, won't you? You will appreciate it. Also, first time I'm gonna mention on the show, won't be the last, definitely the first, super fired up about it, Daniel Lemon, my co-author of the book Talk Triggers and myself are rolling out, for the first time, a brand new word of mouth marketing master class. It launches officially February 1st, but we're taking early registrations now. Anybody who signs up by the end of the year saves 400 bucks off the course. 12 week program, taught exclusively by Daniel and myself personally. Each week, we'll work with you on how to develop, test, measure, implement, and rock your word of mouth strategy. We're super excited about the course. We've previewed it with some other folks and they've already seen massive improvements in their customer acquisition in their business, so we're really fired up about this opportunity. Go to the landing page and you can see some video descriptions of what we're gonna offer if you're interested. It's a super good deal. It's probably not likely that Daniel and I will teach this course ourselves probably more than once or so. If you wanna hear it directly from the guys who wrote the book and pioneered the system, this is your chance. It's the February 1st start, but we are only taking 99 students. That's it. We wanna keep it personal, so we got 99 students total. That's everybody in the world, 99 of them. If you're interested, I would suggest getting on it 'cause we'll probably sell it out. WordOfMouthMasterClass.com. Hope to see you there. Okay, what we did, Adam, is we had 51 episodes in 2018 and I don't think we had a bad one. Obviously, we're biased 'cause we're here on the microphone but I don't think we had one where I was like no, that wasn't a good one. We really had a terrific collection of guests. What we did is we went through and we looked at the ones where we thought you and I maybe learned the most or we really, really liked that guest and what they had to say. We also looked at popularity. Which episodes were downloaded the most by you, the social pros community? We kinda cross referenced those two lists. This isn't necessarily the top ten by downloads or the top ten or anything else, but these are 10 that we really thought we wanted to draw your attention to, yeah? Adam: 06:36 Yeah, and I think that's a big part of this that when you and I can sit down with a guest and we're learning something and it's an engaging conversation and it's an intellectual conversation. I like to think that that means our guests and our listeners are having the same type of experience. A little bit of art and science into creating this top 10 list. Jay Baer: 06:59 Absolutely. What we're gonna do is for each of these 10 episodes that we loved here in 2018, we're gonna give you a little highlight, just a little snippet of the greatness of that episode. We'll remind you what episode number it was, so if you're unclear, you can go back to socialpros.com, find that episode, re-listen to it, or look for the name of the guest in iTunes or wherever it is that you download your podcasts and you can give it a listen over the holidays. Without further ado, we're going to tee up the 2018 Social Pros Greatest Hits, starting with an amazing, amazing comment from our friend Sarah O'Grady who runs social media for Lenovo. The headline of this episode, one of my favorites of the year, is "why the best social media ideas sound terrible at first". Sarah was episode number 316. Sarah: 07:51 The bigger issue is quality. We talk about content and people pushing this notion of more, more, more, more and needing to really have these robust content calendars where you're building out, you're spending so much money and so many resources on building so much content that it's gonna be really hard for that content to break through. If you, instead, focused your energies and looked at fewer, bigger, bolder pieces and how do you create derivative content? How do you make that content work harder for you? Adam: 08:26 I love this episode with Sarah and I think it's an appropriate one, Jay, for us to start with because what Sarah's talking about is in our social media endeavors, we should focus on quality versus quantity and that's kinda what we're trying to do here with this top 10 show. We're trying to distill this down, 51 episodes down to one episode of the most powerful sound bytes. But Sarah is so brilliant with her fewer, bigger, bolder concept. Jay Baer: 08:51 She's also super funny. You should follow her on Twitter. She's got some sass about her which I appreciate very much. Speaking of sass, Adam, who's our second highlight clip here for 2018? Adam: 09:05 It is the sass master, Mr. Chuck Hammond, who is head of analytics at W20 Group, a good friend of mine and I know a good friend of yours. We actually, I don't know if you knew this or not, Jay, I think we may have covered this in the show. We moved to Austin within the same week of each other about 10 years ago. Jay Baer: 09:21 Wow, I did not realize that. I knew that you had both been in Austin from time to time. You're obviously still there but I didn't realize that you guys had debuted on the charts at the same time. He's a Tito's vodka guy, too, probably. Adam: 09:33 He's a Tito's vodka guy too. We had our debutante party together here in Austin. Chuck is such a masterful expert at analytics. He has been, he's written a book on it. We talk about that a little bit. But one of the questions that I ask him is around the numbers. Is marketing more about numbers and that balance of thing we've talked about oftentimes, with the right brain and the left brain. How creativity is different now and how you approach creativity in some cases can be more right brained than left brained. Jay Baer: 10:07 It's episode 319 of Social Pros starring our buddy Chuck Hammond of the W20 Group. Let's hear his highlight clip. Adam: 10:17 You really straddle the fence. You are as creative as you are analytical and do you think that this is a requirement now to be a data scientist, to be in analytics, to be in the more numbers side of marketing in 2018? Chuck: 10:32 Yeah. I do think so and I feel a little bit like a broken record but that creativity is more important than ever, especially as more data sources become available to us. I don't imagine, we're going to see more data pop up. I do see some consolidation on the horizon, but I think in the very, very near term, there's going to be more and more data available to us. And so having the ability to hear a client problem and say, this requires social data or no, it's market research. Actually, we need a blended approach is something, is a skill that I think all analysts need but if you're a senior analytics leader, it's a requirement. Jay Baer: 11:19 So good from Chuck. I feel like we could have him on the show every week just talking analytics and truth telling about math. Every time I talk to that guy, I learn something else. One of my favorite episodes of the year, Adam, probably you too I think, is from Jen Herman who was an Instagram specialist. She consults with brands and individuals on how to be better at Instagram and she taught us a bunch of stuff that I hadn't really thought of, at least not fully. I really enjoyed this show. Adam: 11:49 I did too. I admit that I know more about Facebook than I knew about Instagram. I think it's an assumption that oftentimes, I think we as social pros can make, is that Instagram's way they look at things, the way their algorithm works, in terms of relevance, is very much the same or similar to Facebook. In fact, it's quite different. Jay Baer: 12:11 It really is. We'll see whether that persists or whether those algorithms start to align a little bit more over time but Jen dropped a lot of knowledge in this episode. It's episode 327 and here I asked her a question about posting cadence and she was quite clear, not dissimilar from what Sarah said in her episode, that less is more, baby. Tune in right now. Adam: 12:32 Quality not quantity. Jay Baer: 12:33 Quality not quantity. Episode title of this one is "why you need three different Instagram strategies". Do you feel like, as general rule, obviously you'd wanna test this, your results may vary, but do you feel like businesses should be increasing their posting cadence or decreasing their posting cadence? Jen: 12:51 Decrease. 100% I say decrease. Again, there are exceptions to that rule. But the way the algorithm on Instagram works is that if people like your content and I'm talking as an individual user, your business page content will show up higher in that individual user's feed. It's based on individual interaction, not popularity. Popularity is a very small fraction of the algorithm on Instagram compared to something like Facebook where popularity is a large factor. If you're creating three posts a day and it's so saturated that your audience is just learning to scroll past and not interact, then the less they interact, the lower your content shows up and you start thinking I need to create more content because no one's seeing it and you actually make it worse. Adam: 13:33 Another show and another guest that I got a lot out of Jay was Carmen Collins, who really focuses on internal communications and internal social at Cisco from a recruiting standpoint, from an HR standpoint. And I think it's an oftentimes aspect of social media that we don't think about and what I appreciate about Carmen is not just about the topic of internal communications but teamwork and how she is seeking out the right advocates in her organization and this ambassador program. How do we find Cisco people that can be representative without ghostwriting? Without putting words in their mouth where that authenticity and genuineness, Jay, that you and I talk about so often can really come through. Jay Baer: 14:19 Not to mention the fact, she is just a hoot. I mean Carmen is just one of those people that you just want to be around. I mean her enthusiasm is just infectious, just in this short clip. You're able to pick it up just from the tone of her voice, like she's just a riot. Episode 329. Carmen Collins from Cisco. It's a big company. It's a disparate workforce. You've got tons of different job sites. Some people who even are rad and have a cool story, A) Don't think their story is that cool, B) Are not really storytellers because they're an engineer or whatever. So how do you do that. Are you sort of a reporter or do you rely on other employees to sort of tell on each other in a good way. So what's the raw materials for amplification? Carmen: 15:06 Well the first is having a great team. I have an amazing team of people. We're small but mighty and we're all from a social media background. So when we knew we needed to find these advocates we went to social and our employees use the hashtag #wearecisco when they're talking about being proud to work at Cisco and so we started listening on that hashtag. And we're very good as a team at seeing say a photo someone posts on Instagram and immediately knowing whether that's just a photo and that's OK or that's an Instagram story because there's more to tell there or that's an employee bylined blog post. And again they don't always realize they have stories and it sort of depends on their level of comfort with it to your point. I mean not all engineers but most engineers are fairly introverted and much more about the data than they are about the storytelling. And in that case we'll just sit down with them. They'll do a brain dump for us about what they think, what their story is and we just put the right pieces in the right order for them. We don't write it for them. We're very big on making sure it's the employees voice. It might be edited but it's certainly not written for them, we're not ghostwriting for 70,000 employees because I would need a much bigger team. They get excited to know they have a story and then their team gets excited and their team shares their stories. Adam: 16:34 And as we go back to Episode 331 with Brian Fanzo, a great show. Brian, founder, owner of iSocialFanz. What I liked about what Brian shared Jay was finding that balance of serendipity, what he calls real time versus right time. When do you post, how do you post. And I think that's really interesting. But the other piece that I really got out of Brian's interview was this idea of how hyper focused he is on what his business is about and his business is about focusing on getting butts in seats for trade shows, conferences and conventions and everything he does and social media can be related to that. And I think it's important for all of us to remember that we're not just doing social for social sake, we're not just writing posts for posts but that we need to remember what's our call to action, what's the ROI and what are we trying to accomplish with our social activities. Jay Baer: 17:28 Yeah he talks in this clip about the right time versus real time balance and you're exactly right. One of the things that Brian does really well is he doesn't get caught up in the random acts of social, this idea of let's just kind of do some stuff here or do some stuff there, he's very intentional about what he does but then also maintains a really high level of authenticity which is a nifty trick. You'll learn a lot in this episode 311 for Brian Fanzo, episode title was How Brian Fanzo Combines Real Time and Right Time Social Media. Here it is. Would you say that when you're thinking through this premise of providing access that it's equal parts kind of thinking in advance like what would be interesting and then just in the moment saying hey that would be interesting. Does that make sense? Is it kind of somewhat planned but then also on the fly? Brian: 18:14 Yes, I say it's important to understand the importance of real time but it's even more important to be able to act at the right time. And I texted you actually for this perfect example. I was like oh Jay's going backstage, I saw you walking along the back to go backstage. I texted Jay and said "Jay, Oracle just gave me the okay to come backstage, okay if I come back?" That wasn't preplanned. That was hey I saw this, I'm reacting at the right time. And I think on top of that I think you brought up a good point as well is that if you're looking at how do I connect with a digital audience, the audience that is not there. We all heard it many times and as a speaker it's a little harder to hear but people get the most value from the networking. People get the most value for running people to hallways, sitting at the bar, all of these little things. And so if you're able to provide such great access to the core elements of the event you're only going to increase the value in that form of do they want to be there next year because they already know for the most part they're going there for those extracurricular things to begin with and so that's where I look at it. I think that comes into trust as well. For one of the companies I had to work with it took me almost 45 minutes per post to get it approved and posted because the trust wasn't there yet. And so I can tell you working at the right time was very hard with that client because that event manager hadn't got their kind of feet back yet. But I can tell you once that trust is built I've now done it at multiple events. It's kind of off and running. And one of the quotes that I hear from brand managers or from event organizers almost every time is they're like "Wow that was just as easy as just trusting you to have the keys to the kingdom." And I was like "My brand is just as much on the line as your brand is on the line." And it is that two way trust for sure to make that work. Jay Baer: 19:57 Well done Brian Fanzo. Loved it. Another real thought leader we had on the show this year Adam was Jay Acunzo whose first book was published not too long ago called Break the Wheel. Jay was Episode 339 on the podcast, headline title of this episode kind of says it all. It's called Why Social Media Best Practices are Making you Worse, Not Better. And Jay's very clear about that. He's like "Look, quit playing follow the leader man and do your own thing, play your own game." His book is terrific by the way. Also you'll hear his brilliance here in our highlight clip in just a second. Just a quick shout out to Jay, had his first child just a few weeks ago and I know it's really been a fantastic experience for him as you might expect. So congrats to Jay and his family. Jay Acunzo, Episode 339. Adam you like this one too didn't you? Adam: 20:49 I did because I think we can all fall into that trap of best practices and what Jay talks about is finding the best approach. That means a little more independence and not just following what everybody else has done. And I think as we look at 2018 we had so many guests that really talked about this, about failing forward, about trying new things, about being innovative because with social media we can oftentimes do that because it's more isolated, because budgets are typically a little bit smaller although that's one the big things we've seen change this year. It gives us permission to try new things. Jay Baer: 21:22 Jay Acunzo, Episode 339 of Social Pros. Don't forget you can get all the full episodes at socialpros.com or find them on iTunes, wherever you get your podcast. Or if you'd rather skim it we've got full transcript of every episode at socialpros.com as well so if you'd rather read than listen you can go back and catch the highlights of all of these shows not only in 2018 but all the years that we've been doing this one. Let's hear what Jay has to say. Here's the thing that I just want to throw this out from the beginning. Social media is I think at this point, it's not new in the classic sense, it's kind of all about best practices. In fact I might argue that this very podcast is about the identification and the perpetuation of best practices within social media. Yet you say in the book Break the Wheel that finding best practices isn't the goal, finding the best approach for you is. Can you talk about how that works and what you mean by that? Jay Acunzo: 22:18 Totally. I think that's a pretty easy statement to get on board with. Obviously you want to do what works best for you and by you could mean myself and my career, my team, this particular channel and project, my company, my industry, in your unique situation finding the best approach there is far more powerful than finding a general best practice that somebody says works. So let's take this show as a really easy example. What I love about shows like this or just about the education that we all share with each other as marketers, they're all possibilities which is wonderful. Now it's not that hard to find possibilities but the danger Jay is where we start to misconstrue possibilities as answers, as blueprints, because best practices miss a very vital detail which is our unique context. And when you look at some of the stories in my book or I host a podcast called Unthinkable so I actually mined about 120 different stories of people who did what looked like outlier work. When you look at these examples of exceptional success in social or marketing or business overall we tend to think they did something crazy or they have the gift but then you talk to them and it's like no no no, I just made my decisions based on this specific item, this specific bit of detail in my unique situation. And you think it's crazy because you don't have access to that context. So it's not that best practices are bad, they're just a fine place to start but they need to be contextualized and we don't really talk about how to do that. Jay Baer: 23:44 Well done Mr.Jay Acunzo, new dad. We talked about Jen Herman earlier and her episode and how we learned a lot about Instagram. One of my other episodes this year where I learned a lot of stuff that I just didn't personally know was this one with Owen Hemsath who really dug deep on YouTube best practices and YouTube strategy. He's a super super smart and compelling guy and is really successful with all things video. Episode 342, Owen Hemsath. Adam what's your take on this one? Adam: 24:15 I learned a lot around YouTube. In this clip I ask Owen a little bit about measurement and how measurement is evolving and how we measure things differently in broadcast as it relates to YouTube and differently in video and social media as compared to other types of content. Owen is so brilliant in the space and it was great to have him on the show. Jay Baer: 24:37 Episode title Four Questions You Must Answer To Succeed on YouTube in 2019. It's Episode 342, Owen Hemsath. Adam: 24:46 I'm curious when you sit down with your clients how do you kind of set up how you're going to measure the success of this. One of the things you talked a little bit about in our preshow was a lot of different metrics; views, watch time, why viewers replay, you even just mentioned clickthrough as being a really important one for YouTube. How do you kind of reconcile all this and put together a program that the client says "Yeah that's going to work for us and that's what I'm would be able to go to my CMO or CEO on or a smaller company." How am I going to rationalize this to myself that this is working, that this is driving business? Owen Hemsath: 25:19 Yeah phenomenal. So couple of different ways to answer that question. The first, the big one is sort of the billboards angle. I say look with video you're in front of your audience for half a penny. If you're doing it bad you're staying in front of your audience for two pennies of view. You compare that to driving by a billboard and sort of seeing your brand. There's a brand awareness thing there that we know 25,000 people saw your content this week. Yeah they saw this very very few seconds of it  but it's the same thing as a billboard, same thing in a lot of cases as a radio spot. If you can get up to like 30 seconds average your time, you're in a really great spot there. Now that's going to get you so far because the view campaigns and this is by the way what we call a video sales funnel. This is using video all along the way in a sales funnel process that brings your client to a lead and then nurtures them to sale. So we use awareness content to create massive retargeting lists of pre-qualified people. We know they like your content, we know they saw it. Now we're sending them ad messages to get them to opt-in to an offer. Jay Baer: 26:31 Loved Owens episode. And as a cancer survivor too congratulations to him and really glad that he is on the mend, what a guy. He is really generous with his time, his knowledge, not just here on Social Pros but with lots of people in the social community. Owen's a champ. Somebody else who fits that bill is our next kind of highlight reel for 2018. Mr. Michael Stelzner who is the principal and the owner of Social Media Marketing World and the big big big knowledge center of Social Media Examiner. We had Mike on the show not long after he made a big decision that kind of shook a lot of people up. He took his long form video content off of Facebook entirely and moved it to YouTube, seen better results there. That was an interesting decision. We talked a lot about that Adam. Adam: 27:18 We did and we talked about his rationale for that and we talked about kind of the overall efficacy he's seen with different platforms especially as it relates to shared content and how important it is to get your consumers, your advocates, your evangelists, your fans, to not just retweet or repost but to actually create new content. And I thought that was some interesting insights. Jay Baer: 27:40 Yeah he was saying that the theory is that let's get people to click that share on Facebook button or the retweet button. But the problem is the algorithms are knocking down that content too because the content was originally created by companies. So what he said is, and you'll hear some more detail in this clip, that the better approach is to get your consumers to create content about you as opposed to share your content which I think is an interesting delineation that we perhaps haven't talked about enough. So we get into it deep here in Episode 343 where Michael Stelzner says "Less is now more in social media." You see a theme. So the third guest in our Top Ten who specifically say less is more. You'll hear it right here from Mike Stelzner. You have as you mentioned a very large tribe certainly from SME and also from the conference. How important is it for those people to be creating content that benefits you? Like how important is user generated content or UGC to the present or future success of your operation? Because that's the argument right? That Facebook and to some degree Twitter and frankly I think eventually Linkedin say look, we are going to under prioritize brand content in the algorithm, we're going to over prioritize content from real people. Then if you can turn those real people into advocates then maybe you've got something. Mike Stelzner: 29:03 Well if you asked me a year ago I would say this is very important. But today I would say it's not because we're fighting against algorithms Jay. So the old me would say enable people to share your content because that's the key to everything. So that's where the social shares embedded in our blog which gets over a million people a month and all that stuff was very very important. But the reality is that that content is being prohibited from being seen by the communities on the social networks across every single social network. So it does become problematic to have a strategy that hinges very heavily on your tribe creating content for you if that content is restricted from being seen by their tribes. Adam: 29:44 Michael is so brilliant. And it's one of the reasons I think he's had such great success with the Social Media Marketing Week and The Social Media Examiner. Another expert in his particular space is Eric SanInocencio who runs a social media for the Houston Texans. I enjoyed the show. Jay I know you probably did too as you're a NFL fan. We heard Eric talk a lot about combat relationship between he, the team, and the NFL. If any of you as our listeners have franchisee, franchisor type structures, you're probably very familiar with that type of thing. I asked Eric another question that as the year kind of progressed we found out was probably more important than when we did this Episode number 314. And that was about proactive monitoring and how do you kind of listen to your coaches, of your players and use social listening hopefully to be that early warning radar to go let the front office know if there's something about to go to hell. Jay Baer: 30:42 Yeah, Eric's a really good guy. And he's a real leader in the Houston social media community. He also talked about on this episode the kind of Houston strong initiative that the team put together led by JJ Watt in the wake of the big hurricane and storms there last year. We had Eric on somewhat early in kind of the spring of 2018 and then this season Texans promptly went out and lost three games in a row and he sent me a note and said "I don't think we've won since I was on Social Pros." I'm like "Hey sorry, I can't be held accountable for that." But then they subsequently went out and won like 10 games straight. They haven't lost in forever. As we record this I don't think they've lost in two and a half months or something. So we have done our best for the Texans, go Texans. Adam: 31:27 And thank goodness we haven't given someone in the sports business another superstition because Lord knows they have enough of them. Jay Baer: 31:35 Well yeah but we've talked about the fact that when people go on this show they change jobs like it's unbelievable. If you look at the history of guest on this program the number of people who are still at the same company or in the same role is like five out of 350. You go on Social Pros you're either going to get promoted or you're going to change companies, that seems to be the party line. Adam: 31:57 I am hoping Jay here in 2019 that we can bring someone on from LinkedIn to talk about that phenomena. Jay Baer: 32:03 Absolutely yeah. Amber Naslund who co-author with me on my first book The Now Revolution is at LinkedIn Marketing Solutions. I mean we'll get her on the show next year. That'd be a blast. Let's hear from our friend Eric San from the Houston Texans. Episode 314, headline was How The Houston Texans Engage Fans 365 Days a Year. Which is super important, they're only playing football 16 weekends a season plus I guess pre-season so 20 but they've got to keep it up all year round and really good episode, here goes. I also know that a lot of the players in the NFL now has restrictions on when players can and can't post on social media during game day. Do you have any role and responsibility in kind of doing any monitoring there or is that more truly in the front office? Eric: 32:45 I think when you use the term monitoring for us we're just monitoring what they post so we can be aware. A lot of times the players will share their training regimen or if they're vacationing where they are so we can repurpose that content maybe for people that don't follow them so I think from a monitoring perspective we're more looking on the content side. What you're mentioning specific about how what they can or can't do, that more lies in the front office. I think from social listening it can be really hard for us because if you follow our game day feeds on Twitter and stuff like that a lot of the listening has to do with what's happening on the field. So we can't necessarily respond to every single person. It's funny, one of our quarterbacks throws an interception or something goes bad the feed just lights up. And I think people believe that Coach O'Brien or Brian Dane are reading that Twitter feed and I hate to break it to them, they're just sending it to me and it's not like I can do a ton about it. So we try to monitor all that stuff but if there is a question my whole goal when it comes to social listening and responding is can we add something of value to the conversation. And if we can then we're gonna 100 percent respond and we need to do better about this just in general because I think one of the problems a lot of brands face and you talked about it is kind of that one way street. We're sending information out and maybe not responding up. If there's one thing we can learn from airlines and from people who do heavily in customer support on social is that people expect that one to one connection now. Like if I have a problem with my airline I can immediately, I know you guys talk about Delta a lot, you can immediately tweet them, talk about this, I need an issue with that. And people expect a response. So I think that's one thing we're trying to constantly monitor. But the sheer volume of it during our busiest times can make it difficult. So you're trying to find and as you scroll through what can we contribute to the conversation. Because there's not much I can tell a person if they just disagree with how our team is playing or a call that our coach made, just kind of let them vent at that point. Jay Baer: 34:26 Love me some Eric San. That guy is terrific. I'm not a Houston Texans fan by geography but I am now. But I am now. He's a good one. Last but certainly not least on our list of 10 favorite episodes for 2018 was my buddy Phil M. Jones who dropped some science about social selling and how to use the right kind of words and language in social media and beyond. Phil is quite a guy. He's an entrepreneur, had several successful businesses but his kind of primary career is he's one of the most effective and successful keynote speakers in the world. He's written a series of books, the most popular among them although they're all smash hits, is called Exactly What To Say. It is one of the top ten marketing books on Amazon at least last time I checked and it's been out for months and months and months and months which is quite an accomplishment. And he actually had the number one Audible kind of broadcast of 2018, the sort of Audible version of him teaching his exactly what to say methodology. So he's quite a guy and really an interesting show, different than what we usually have because he talks about specifically how to ask better questions in social, in a social selling environment and that this is something I think everybody can benefit from. Whether you're in sales or not. Like you and I Adam, I mean we're not really in sales but we kind of are. Adam: 35:43 I guess we all are. and whether we're just selling ourselves from promoting and marketing ourselves to whatever we're doing in our job. And where I really appreciated this episode from Phil is he really spoke on two different levels. He talked about how he personally approaches social media to promote his keynotes and his books and all the things that he does but also what he's learned from insights of talking to some of the leading brands and marketers and organizations in the world. Jay Baer: 36:14 You'll enjoy this clip and the whole episode, Episode 313 with Phil M. Jones, Exactly What To Say in Social Media. It seems to me like that's a very useful technique when you're using social media for selling and obviously the field of quote unquote "social selling" is in rapid increase. We've had lots of conversations here on the Social Pros podcast about social selling and professional sales people in a variety of industries using Twitter, LinkedIn, Facebook, Instagram, even Pinterest, Snapchat, to interact with prospects in a way that sort of falls outside the regular quote unquote "best sales" script. Do you feel like these magic words can be used in that context for sales people? Phil M. Jones: 36:55 I think they can be used in all kinds of different people. What we do need to remember though is that what the majority of people want to do, particularly as marketers is they want to what's the killer post, what's the one set of words that gets me from nowhere to somewhere like in an instantaneous silver bullet type fashion. And it's about like as useful as saying what's that one line that I can use when I'm in the club that's going to get her to go home with me. It's kind of like a fairytale. And people look often for things that are inappropriate on the first date. Or they want to get married with kids without having to go through all the bases. We need to think with our conversations that we've got to move from piece to piece to piece to piece to piece. And something that will never go out of fashion is that questions create conversations, conversations lead to relationships, relationships create opportunities, and opportunities lead to sales. Well the book is is either questions or prefaces towards questions to mean that those questions start to open up more conversations. Those conversations make more relationships, those relationships create more opportunities, those opportunities lead to sales. So when we're thinking about selling in a social capacity our goal should be starting of conversations, conversations in predetermined frameworks or boundaries to allow us to be able to create opportunities in order for us to be able to sell. Not how do I post something, say something or deliver something in a messenger format that gets somebody to buy something. It's going through all of the bases. Jay Baer: 38:21 Thanks very much to Phil M. Jones for lending his wisdom to the Social Pros community and to all of our 50 plus guests this year. Thank you so much for your time, for your generosity of spirit. It's really been extraordinary. This will wrap up the 2018 season for Social Pros but we'll be back with a bang in 2019. Our first guest is R.J. Kelleher from Pattern89. Also Adam we're going video in 2019. Adam: 38:47 I know, I'm going to have to go get a haircut and get all gussied up as we are now entering the video spectrum with YouTube. It's gonna be a lot of fun and I hope that it'll make for those of you watch or would like to watch the show make it a little more energetic and energizing. Jay Baer: 39:07 Yeah we're gonna put all the episodes on YouTube, probably dabble a little bit in Facebook and LinkedIn as well. We'll see how that goes, at least the highlight reels on those platforms as well. And then on a somewhat regular basis Adam and I are gonna do a live show on Facebook Live and have people like tune in and ask questions. We really want you to be a part of the show as much as we possibly can. To that end, if you've got favorite episodes from 2018 that you want to point out and even more important if you've got ideas for people you would love to hear from on Social Pros please let us know. Just send me an email. Jay@jaybaer.com. Pretty easy to find. I'll share it with Adam as well. We would love your feedback. We would love your ideas on guest topics, themes that you'd like to hear more of as we get cranked up for 2019. Adam: 39:50 Jay one of things I love about the show is that this is truly a test bed and that we are I think even with us going on video here we are listening to what our guests are talking about, what our listeners are talking about and we're going to try this. We're going to learn a lot from I think doing the show on YouTube and that's one of things I appreciate from all of our listeners. When I go into meetings, when I give speeches, I know when you give speeches they line up to meet you. But more and more often when I'm when I'm speaking to someone they mention the show and they mention how much they appreciate it. And every one of you Jay and I so appreciate and thank for being such loyal listeners. Jay Baer: 40:28 You bet. Without you there is no show. We will see you in just a couple of weeks for Episode 1 of Season 9, kicking off 2019 on the Social Pros podcast. Don't forget every single episode is at socialpros.com. Thanks again to Adam, everybody at Salesforce Marketing Cloud, all our other sponsors this year. Huge thanks to my team at Convince and Convert for the amount of work they put into the show every week, it is truly extraordinary and frankly unappreciated by most people and we wish each and every one of you a fantastic holiday season. We will see you in a few weeks on what is hopefully your favorite podcast and your favorite show, Social Pros.  
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