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How Cinnabon Built Their Sweet Social Media Program

Authors: 10XMarketing Jay Baer 10XMarketing Adam Brown
Posted Under: Social Pros Podcast
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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To inquire about becoming a guest or show sponsor, please email our Executive Producer, Leanna Pham, at

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.


Marissa Sharpless, Sr. Manager, PR and Social Media at Cinnabon, discusses the power of storytelling on social media.

Storytelling on SocialHow Cinnabon Built Their Sweet Social Media Program

People have been telling stories since the dawn of time. A great story has the power to bring people together and foster meaningful relationships between brands and customers. But with no recipe to follow, how can you use social for storytelling?
The good news is that you don’t need a massive following to start connecting with your audience via storytelling. Even if you only have a handful of followers, knowing how to tell a good story on social can make waves that resonate outside of your community.
As Marissa Sharpless, Sr. Manager, PR and Social Media at Cinnabon rightly says, your storytelling ability is what will help you transform your fans into brand advocates. You don’t need to turn yourself into the next George R.R. Martin to be able to tell a story people will connect with. Your story could be something ‘small’ or as big as changing the world one Cinnabon at a time.

In This Episode:

  • 04:23 – How Marissa went from being a reality TV star to the Sr. Manager of PR and Social Media at Cinnabon
  • 09:39 – How Marissa’s background in broadcast journalism has helped her fuel Cinnabon’s success on social
  • 11:00 – What it’s like working with multiple franchise owners
  • 16:05 – How Cinnabon views paid social and use it to boost customer advocacy
  • 19:03 – How to incorporate UGC in your brand storytelling
  • 23:33 – How to use Twitter Chats and social listening to bond with your community
  • 34:18 – How Cinnabon utilizes data when it comes to sales attribution

Quotes From This Episode:

We use social listening and analytics platforms to see what our audience cares about…and we craft a weekly one hour Twitter chat that gets our fans talking about the things that they love.” – @MarissajustMay
When we really hit on topics that buzz within our community, we start seeing that little stair step increase within our overall engagement rates and any KPIs we're looking at. Click To Tweet


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