Hosted By
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 leanna@convinceandconvert.com.
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 KThis is absolutely an awesome listen for anyone in communications or social media!!
@Will31CThis 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!
@Simonstone95Love the podcast - informative, in depth and spot on for any business size.
@MissTriathlon
Brad Baker, VP of Brand Strategy and Creative at Holiday Inn Club Vacations, joins this episode of the Social Pros Podcast to share how he keeps up with the ever-changing “organic beast” of social media.
Brad Baker, VP of Brand Strategy and Creative at Holiday Inn Club Vacations, joins this episode of the Social Pros Podcast to share how he keeps up with the ever-changing “organic beast” of social media.
Conquering the Ever-Changing Beast of Social Media
Brad Baker, VP of Brand Strategy and Creative at Holiday Inn Club Vacations, has been in the social media business for a long time. In that time, he’s seen just how much everything can change, whether its strategies, best practices, algorithms, platforms – you name it.
He joins the Social Pros Podcast to share his thoughts on revisiting social media strategies, how the team at Holiday Inn Club Vacations pulls it off successfully. He explains how they keep their finger on the pulse and adapt their strategy when needed – while also maintaining Holiday Inn’s strong brand legacy.
Never has a travel or vacation business had to adapt more than during the pandemic. Brad takes us behind-the-scenes of how Holiday Inn Club Vacations adapted its social strategy during that difficult time. Brad also discusses how Holiday Inn works with influencers to tell an authentic story of the brand.
In This Episode:
- 4:45 – Brad gives a little background on the Holiday Inn Club Vacation Program
- 6:13 – How Holiday Inn Club Vacations navigated an unpredictable year of travel
- 8:07 – How the use of social media changed over the pandemic
- 9:56 – Brad explains the “virtual vacation” tab Holiday Inn Club Vacations introduced on their website
- 11:40 – How Holiday Inn Club Vacations are tapping into local knowledge to promote properties
- 12:53 – The KPIs that timeshare companies should measure
- 15:59 – How Brad’s team has moved more towards paid social
- 16:34 – The challenge of finding authentic influencers
- 19:48 – Why Holiday Inn Club Vacations is so transparent about its timeshare model
- 23:25 – How Brad directs and collaborates with the marketing and social teams
- 26:29 – How Brad makes the business case to leadership to invest more in social
- 29:28 – Brad shares the surprising challenges in his earlier marketing and social career
- 31:30 – Why social teams are so risk-averse right now
- 33:09 – Brad explains why social teams need to re-evaluate their strategy at least once a year
- 37:14 – Brad’s top tip for anyone looking to become a social pro
Quotes From This Episode:
All too often, you see brands go after the big number influencer. And that content tends to feel really insincere. Click To Tweet
“We used our social channels to really inform our members and potential guests about what we were doing.” – @bradbake
“The best way to convince someone of the power of social media is to demonstrate it.” – @bradbake
Resources:
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.
