Skip to main

How the Biggest Maker of Office Supplies Sells Staplers With Social

Authors: Jess Ted Fay
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.

Follow Social Pros on LinkedIn.

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.


Ted Fay, VP of Digital Marketing at ACCO Brands, joins the Social Pros Podcast to discuss how a century-old brand builds a social presence in 2018.

Ted Fay

It’s All About the Story

Is a social presence really that important, even if you work for a business that already has a long, established history? Spoiler alert: The answer is yes, and Ted Fay from ACCO Brands has a lot of insight into how engaging through social channels can improve a business that has been around for over a hundred years.
Traditional marketing is still effective at notifying and reminding customers about your products. However, as businesses are becoming more and more aware, consumers care far more about things like story, values, and even the personality of brands. Whether through blogs, videos, or photos, social media is an invaluable tool for storytelling and connecting with your audience.
According to Ted Fay, this is ACCO Brand’s whole approach to having a social presence. The goal is not direct sales, or even to convince their audience to buy a product. Simply engaging, telling stories about their product, and allowing their customers to tell their own stories has helped them evolve and continue to be relevant in today’s market.

In This Episode

  • How to build loyalty for multiple brands under the same company.
  • The key to building a social presence as a historic brand.
  • How to gauge “return on influence.”
  • How social can augment other forms of direct marketing.

Quotes From This Episode

“Our digital strategy is to be able to reach out to consumers and articulate what our brand stands for—why they should care about the brand.” — Ted Fay
“As the world has shifted to an online environment, the opportunity to drive the retail shelf or the salesperson as your primary consumer experience has started to disappear.” — Ted Fay
“If we can drive our categories well, and drive growth with our channel partners, it’s a win-win situation for everybody.” — Ted Fay


See you next week!

Join the Social Pros LinkedIn Community

Join a community of real social pros doing social media on LinkedIn. Receive all the inspiration and ideas straight to your feed and add your thoughts to the conversation.

Follow Social Pros on LinkedIn

Subscribe to Social Pros Podcast

b2b influencer