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Why Influencers Are a Brand’s Best Friend

Posted Under: Social Pros Podcast
Hosted By

Anna Hrach

Convince & Convert

Daniel Lemin

Convince & Convert

Erika Lovegreen

ICUC Social
About Social Pros Podcast:

Social Pros is one of the most popular marketing podcasts in the world, and was recently named the best podcast at the Content Marketing Awards. Listen for real insight on the real people doing real work in social media. You get the inside stories and behind-the-scenes secrets about how companies like Ford, Dell, IBM, ESPN, and dozens more staff, operate, and measure their social media programs.

iTunes Reviews:

It wasn't enough that Jay Baer wrote a book, has an amazing blog and does amazing work -- he now had to add podcasting to his arsenal. Break a leg!


I started following Jay on Twitter about a year ago and have really appreciated the great content he has put out. This podcast goes above and beyond though, and really gets to the meat of what is going on in the social and digital media space. Keep up the good work @jaybaer!


This show is so good that I can't stop listening to it. Learn how to use social media and ecommerce to grow your business.


Thank you so much for providing this not only interesting show, but also fun!


Anthony Yepez, SVP of Brand Strategy & Marketing Partnerships at CEG (Central Entertainment Group) joins the Social Pros podcast to discuss the interesting dynamics of influencer-brand relationships and the best way to maximize them.

Please Support Our Sponsors:

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

Building Strong Influencer Relationships

Word on the virtual streets has it that influencer marketing is catching on like a wildfire… and it’s not dying down anytime soon. With social media users seeking out more genuine connections, there are few better ways to reach out to them than influencers.
Joining Social Pros for the second time around, Anthony Yepez, SVP of Brand Strategy & Marketing Partnerships at CEG, takes the mic to discuss the delicate dynamics of the influencer-brand relationship.
We catch up on what he’s been up to since he last joined the show before he delves headfirst into brand expectations for influencers and the best way to ensure those expectations are met. Anthony also explains where the influencer’s creative freedom stops and brand safety kicks in. Hint: it’s all about finding the right balance.

In This Episode:

  • 03:58 What Anthony has been up to since he last joined the show
  • 06:07 Anthony gives some insights into his new role
  • 07:49 The unique dynamic between sales and relationship building
  • 09:52 What brand expectations for influencers are right now
  • 10:44 The importance of data when matching influencers with your audience
  • 12:20 Why it’s vital to know what you want to accomplish with influencers
  • 14:00 How influencer marketing has evolved over the years
  • 16:41 Long term vs short term brand-influencer collaborations
  • 18:46 Why it’s important to give creators the liberty to create
  • 21:16 How to balance creative freedom with brand safety
  • 23:20 Common ways brands overlook creative executions
  • 25:29 Anthony’s take on which social media platform is the best for influencing
  • 32:17 Why social media platforms need some sort of regulation
  • 35:09 Anthony’s advice to social pros on creating a work-life balance
  • 38:18 Misconceptions about content creation that lead to burnout
  • 41:42 Anthony’s advice to anyone who wants to become a social pro

Quotes From This Episode:

“It's hard to get the necessary insights and data back from just doing one-off collaborations. There has to be at least a three to six-month commitment.” Click To Tweet
“If you want to work with a reputable brand, you have to make sure you’re abiding by their rules, but also, have some level of integrity for yourself as a content creator.” @AnthonyYepez
“It’s important to study your audience’s behavior and guide your content to fit how they’re behaving on social media channels.” @AnthonyYepez


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