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Greatest Hits: Kate Winick

Posted Under: Social Pros Podcast
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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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We’re away for Thanksgiving, but couldn’t leave you without an episode this week…so here’s one from the archives. In this Greatest Hits episode, we revisit a fascinating discussion we had with Kate Winick, Senior Director, Social Media at Peloton.
If you’re celebrating Thanksgiving, we hope you have a wonderful one!

Social Listening Over Social Analytics 

With new algorithms popping up every other day, there’s a lot to consider when engaging audiences on social. It’s no longer just about how many likes or shares a post gets. It’s about monitoring how you’re perceived in the industry and the world.  

If there’s one person who understands this well, it’s Kate Winick, the Senior Director of Social Media at Peloton. She joins Social Pros to share some insights into how things work behind the scenes at Peloton and how the team manages to engage such a large audience. 

Kate also tells us how Peloton maintains the balance between giving its instructors creative freedom and fostering brand integrity. There’s even a little bit on some of the most highly underrated metrics social pros should be looking out for today. So, this is an episode you don’t want to miss! 

In This Episode:

  • 1:13 – Introducing Kate Winick 
  • 3:43 – Bringing content calendars together for initiatives 
  • 6:40 – Tapping into conversations than keep fans engaged 
  • 12:11 – Engagement that blew Kate away 
  • 17:19 – Giving instructors creative freedom 
  • 19:23 – Kate’s advice for trusting creative partnerships with talent 
  • 22:52 – How Peloton measure social success 
  • 28:00 – Do Peloton have channel-specific owners? 
  • 32:19 – Training challenges at Peloton today 
  • 35:05 – Dealing with burnout in social 
  • 39:05 – Where to find Kate and Peloton 
  • 39:35 – Kate leaves advice for social pros

Quotes From This Episode:

We're constantly seeking alignment, both with our own goals and objectives and with the company as a whole Click To Tweet

You always have to push for that sweet spot between performance and creativity, and you have to allow influencers and creators to be a part of that process and to share expertise with you.@katewinick

I try to move people into positions where they have the flexibility to focus on things I think they’re really good at or that they really enjoy. But also, roles where they can learn if they want to.@katewinick


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