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How Calgary Stampede Uses 2,300 Volunteers to Boost Social Media Success

Posted Under: Social Pros Podcast
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Hosted By

Daniel Lemin

Convince & Convert

Hannah Tooker


Leanna Pham

Convince & Convert
About Social Pros Podcast:

Social Pros is one of the longest-running marketing podcasts in existence (10 YEARS and counting), and was recently recognized as the #1 Audio/Podcast Series by the Content Marketing Awards.

Our purpose? Making sure that we speak to real people doing real work in social media.

Listeners get inside stories and behind-the-scenes secrets about how teams at companies like Google, Reddit, Glossier, Zillow, Lyft, Marvel, and dozens more, staff, operate, and measure their social media programs.  With 600+ episodes, the Social Pros Podcast brings the humanity of social media to the forefront, while providing incredibly useful marketing strategies that listeners can immediately implement.

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Apple Podcast Reviews:

The Social Pros podcast has quickly become a favorite in my feed! I'm consistently impressed by the engaging conversations, insightful content, and actionable ideas. I truly learn something every time I listen!

@Arlie K

This is absolutely an awesome listen for anyone in communications or social media!!


This podcast has become one of my staple weekly podcasts for learning about marketing! Love the conversations that they have and it's always enjoyable and educational!


Love the podcast - informative, in depth and spot on for any business size.


Phil Moad, Digital Marketing Lead at Calgary Stampede, joins the Social Pros Podcast to discuss promoting large scale events and the important role of volunteers.

Expanding and Contracting

If your company regularly hosts and promotes large-scale events, it only makes sense that you would have a staff large enough to accommodate your needs.
However, if you only host one or two major events per year, how can you maintain a team large enough to handle the events, but not have paid staff sitting on their hands the rest of the year?
As Phil Moad of Calgary Stampede has proven, volunteers are the way to go! With their main event hosting over a million attendees each year, he has proven that a smaller staff augmented by volunteers is an extremely effective way to scale up for the occasion.
Not only can volunteers help you to augment service based tasks, but they can be an invaluable asset when it comes to social marketing and engaging with your audience. With a little bit of training and the right resources, your volunteers can help you exponentially grow your reach and engagement.

In This Episode

  • How to balance social marketing for a major annual event vs year-round events
  • How to be intentional with social to encourage organic engagement
  • How to build an active community around your organization
  • How to augment staff and volunteers for large-scale events
  • How to use social to gauge audience sentiment towards your organization

Quotes From This Episode

If we're not sharing the content that the community is expecting and wants to see, then they're not going to follow us. Click To Tweet
“We accept the good and the bad, but we’ll always respond to the incorrect.” — @bajaskunk
We want all of our employees and volunteers to feel empowered and proud to work with the organization and share that story. Click To Tweet


See you next week!

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