What does it take to refresh a global brand like Lululemon? Ravi Hampole, SVP of Global Brand Creative, returns to Social Pros to reveal how the team has been working on a brand new identity for 2025 that connects products, people, and stories in a way that feels uniquely human. From their three core pillars to balancing authenticity and inclusivity, Ravi shares what it means to build a brand that truly moves. Full Episode Details  Lululemon’s new brand identity is more than just a refresh. It’s a statement about who they are and the stories they want to tell. At its core is the belief that movement goes beyond physical performance; it’s also about emotional and mental well-being. Whether it’s the energy of a run, the serenity of yoga, or simply feeling present, Lululemon's approach focuses on connecting with people on a human level. During his conversation on Social Pros, Ravi shares how the brand uses storytelling to bring this philosophy to life. At the heart of this evolution are three guiding principles: Honest, Playful, and Vibrant. These pillars shape everything from campaign visuals to social media content, ensuring that the brand resonates with audiences on a personal level. Whether it’s through light-hearted social media challenges or bold, energetic visuals, every piece of content is designed to inspire joy, movement, and a sense of belonging. Ravi also highlights the importance of authenticity and inclusivity in shaping Lululemon’s global presence. By working with ambassadors who bring their own unique practices and perspectives, the brand ensures their message feels genuine while reflecting the diverse communities they serve. As Lululemon continues to expand, balancing cultural sensitivities and staying true to their values remains a key focus. In This Episode: <ul> <li style="font-size: 12pt;">1:42 - Ravi shares what excites him most about Lululemon’s new brand identity and its focus on how products and movement make people feel</li> <li style="font-size: 12pt;">4:00 - How storytelling bridges the gap between product design and brand identity, with a focus on community connection and authenticity in campaigns</li> <li style="font-size: 12pt;">5:30 - The three pillars of Lululemon’s new brand identity: Honest, Playful, and Vibrant</li> <li style="font-size: 12pt;">9:31 - Ravi explains the balance between authenticity and brand alignment when working with ambassadors</li> <li style="font-size: 12pt;">15:18 - The evolution of Lululemon’s approach to inclusivity and representation, from showcasing diverse stories to navigating the challenges of global branding</li> <li style="font-size: 12pt;">22:42 - How Lululemon evaluates creative ideas to ensure they align with brand values and cultural sensitivities</li> <li style="font-size: 12pt;">27:27 - Why training and experience have made Lululemon’s team more confident in tackling sensitive topics and balancing inclusivity in campaigns</li> <li style="font-size: 12pt;">29:15 - Ravi’s advice for aspiring social pros</li> </ul> Resources  <ul> <li style="font-size: 12pt;"><a href="https://ravihampole.com/" target= "_blank" rel="noopener">Visit Ravi’s Website</a></li> <li style="font-size: 12pt;"><a href="https://www.instagram.com/lululemon/?hl=en" target="_blank" rel="noopener">Follow Lululemon on Instagram</a></li> <li style="font-size: 12pt;"><a href="https://www.tiktok.com/@lululemon?lang=en" target="_blank" rel="noopener">Follow Lululemon on TikTok</a></li> </ul> Visit <a class= "Hyperlink SCXW246093594 BCX0" href= "http://www.convinceandconvert.com/podcasts/shows/social-pros-podcast/" target="_blank" rel="noreferrer noopener">SocialPros.com</a> for more insights from your favorite social media marketers.

<description>&lt;div class="OutlineElement Ltr SCXW246093594 BCX0"&gt; &lt;p class="Paragraph SCXW246093594 BCX0"&gt;&lt;span style= "font-size: 12pt;"&gt;What does it take to refresh a global brand like Lululemon? Ravi Hampole, SVP of Global Brand Creative, returns to Social Pros to reveal how the team has been working on a brand new identity for 2025 that connects products, people, and stories in a way that feels uniquely human. From their three core pillars to balancing authenticity and inclusivity, Ravi shares what it means to build a brand that truly moves.&lt;br /&gt;&lt;/span&gt;&lt;/p&gt; &lt;/div&gt; &lt;div class="OutlineElement Ltr SCXW246093594 BCX0"&gt; &lt;p class="Paragraph SCXW246093594 BCX0"&gt;&lt;span style= "font-size: 12pt;"&gt;&lt;strong&gt;&lt;span class="TextRun SCXW246093594 BCX0" lang="EN-GB" xml:lang="EN-GB" data-contrast="auto"&gt;&lt;span class= "NormalTextRun SCXW246093594 BCX0"&gt;Full Episode Details&lt;/span&gt;&lt;/span&gt;&lt;span class="EOP SCXW246093594 BCX0" data-ccp-props= "{"201341983":0,"335559740":259}"&gt; &lt;/span&gt;&lt;/strong&gt;&lt;/span&gt;&lt;/p&gt; &lt;/div&gt; &lt;div class="OutlineElement Ltr SCXW246093594 BCX0"&gt; &lt;p class="Paragraph SCXW246093594 BCX0"&gt;&lt;span style= "font-size: 12pt;"&gt;Lululemon’s &lt;strong&gt;new brand identity&lt;/strong&gt; is more than just a refresh. It’s a statement about who they are and the stories they want to tell. At its core is the belief that movement goes beyond physical performance; it’s also about emotional and mental well-being. Whether it’s the energy of a run, the serenity of yoga, or simply feeling present, Lululemon's approach focuses on connecting with people on a human level.&lt;/span&gt;&lt;/p&gt; &lt;p class="Paragraph SCXW246093594 BCX0"&gt;&lt;span style= "font-size: 12pt;"&gt;During his conversation on Social Pros, Ravi shares how the brand uses storytelling to bring this philosophy to life. At the heart of this evolution are three guiding principles: Honest, Playful, and Vibrant. These pillars shape everything from campaign visuals to social media content, ensuring that the brand &lt;strong&gt;resonates with audiences on a personal level&lt;/strong&gt;. Whether it’s through light-hearted social media challenges or bold, energetic visuals, every piece of content is designed to inspire joy, movement, and a sense of belonging.&lt;/span&gt;&lt;/p&gt; &lt;p class="Paragraph SCXW246093594 BCX0"&gt;&lt;span style= "font-size: 12pt;"&gt;Ravi also highlights the importance of &lt;strong&gt;authenticity and inclusivity&lt;/strong&gt; in shaping Lululemon’s global presence. By working with ambassadors who bring their own unique practices and perspectives, the brand ensures their message feels genuine while reflecting the diverse communities they serve. As Lululemon continues to expand, balancing cultural sensitivities and staying true to their values remains a key focus.&lt;/span&gt;&lt;/p&gt; &lt;/div&gt; &lt;div class="OutlineElement Ltr SCXW246093594 BCX0"&gt; &lt;p class="Paragraph SCXW246093594 BCX0"&gt;&lt;span style= "font-size: 12pt;"&gt;&lt;strong&gt;&lt;span class="TextRun SCXW246093594 BCX0" lang="EN-GB" xml:lang="EN-GB" data-contrast="auto"&gt;&lt;span class= "NormalTextRun SCXW246093594 BCX0"&gt;In This Episode:&lt;/span&gt;&lt;/span&gt;&lt;/strong&gt;&lt;/span&gt;&lt;/p&gt; &lt;ul&gt; &lt;li style="font-size: 12pt;"&gt;&lt;span style="font-size: 12pt;"&gt;1:42 - Ravi shares what excites him most about Lululemon’s new brand identity and its focus on how products and movement make people feel&lt;/span&gt;&lt;/li&gt; &lt;li style="font-size: 12pt;"&gt;&lt;span style="font-size: 12pt;"&gt;4:00 - How storytelling bridges the gap between product design and brand identity, with a focus on community connection and authenticity in campaigns&lt;/span&gt;&lt;/li&gt; &lt;li style="font-size: 12pt;"&gt;&lt;span style="font-size: 12pt;"&gt;5:30 - The three pillars of Lululemon’s new brand identity: Honest, Playful, and Vibrant&lt;/span&gt;&lt;/li&gt; &lt;li style="font-size: 12pt;"&gt;&lt;span style="font-size: 12pt;"&gt;9:31 - Ravi explains the balance between authenticity and brand alignment when working with ambassadors&lt;/span&gt;&lt;/li&gt; &lt;li style="font-size: 12pt;"&gt;&lt;span style="font-size: 12pt;"&gt;15:18 - The evolution of Lululemon’s approach to inclusivity and representation, from showcasing diverse stories to navigating the challenges of global branding&lt;/span&gt;&lt;/li&gt; &lt;li style="font-size: 12pt;"&gt;&lt;span style="font-size: 12pt;"&gt;22:42 - How Lululemon evaluates creative ideas to ensure they align with brand values and cultural sensitivities&lt;/span&gt;&lt;/li&gt; &lt;li style="font-size: 12pt;"&gt;&lt;span style="font-size: 12pt;"&gt;27:27 - Why training and experience have made Lululemon’s team more confident in tackling sensitive topics and balancing inclusivity in campaigns&lt;/span&gt;&lt;/li&gt; &lt;li style="font-size: 12pt;"&gt;&lt;span style="font-size: 12pt;"&gt;29:15 - Ravi’s advice for aspiring social pros&lt;br /&gt;&lt;/span&gt;&lt;/li&gt; &lt;/ul&gt; &lt;/div&gt; &lt;div class="OutlineElement Ltr SCXW246093594 BCX0"&gt; &lt;p class="Paragraph SCXW246093594 BCX0"&gt;&lt;span style= "font-size: 12pt;"&gt;&lt;strong&gt;&lt;span class="TextRun SCXW246093594 BCX0" lang="EN-GB" xml:lang="EN-GB" data-contrast="auto"&gt;&lt;span class= "NormalTextRun SCXW246093594 BCX0"&gt;Resources&lt;/span&gt;&lt;/span&gt;&lt;span class="EOP SCXW246093594 BCX0" data-ccp-props= "{"201341983":0,"335559740":259}"&gt; &lt;/span&gt;&lt;/strong&gt;&lt;/span&gt;&lt;/p&gt; &lt;/div&gt; &lt;div class="ListContainerWrapper SCXW246093594 BCX0"&gt; &lt;ul&gt; &lt;li style="font-size: 12pt;"&gt;&lt;span style= "font-size: 12pt;"&gt;&lt;a href="https://ravihampole.com/" target= "_blank" rel="noopener"&gt;Visit Ravi’s Website&lt;/a&gt;&lt;/span&gt;&lt;/li&gt; &lt;li style="font-size: 12pt;"&gt;&lt;span style= "font-size: 12pt;"&gt;&lt;a href="https://www.instagram.com/lululemon/?hl=en" target="_blank" rel="noopener"&gt;Follow Lululemon on Instagram&lt;/a&gt;&lt;/span&gt;&lt;/li&gt; &lt;li style="font-size: 12pt;"&gt;&lt;span style= "font-size: 12pt;"&gt;&lt;a href="https://www.tiktok.com/@lululemon?lang=en" target="_blank" rel="noopener"&gt;Follow Lululemon on TikTok&lt;/a&gt;&lt;br /&gt;&lt;/span&gt;&lt;/li&gt; &lt;/ul&gt; &lt;/div&gt; &lt;div class="OutlineElement Ltr SCXW246093594 BCX0"&gt; &lt;p class="Paragraph SCXW246093594 BCX0"&gt;&lt;span style= "font-size: 12pt;"&gt;&lt;span class="TextRun SCXW246093594 BCX0" lang= "EN-GB" xml:lang="EN-GB" data-contrast="auto"&gt;&lt;span class= "NormalTextRun SCXW246093594 BCX0"&gt;Visit &lt;/span&gt;&lt;/span&gt;&lt;a class= "Hyperlink SCXW246093594 BCX0" href= "http://www.convinceandconvert.com/podcasts/shows/social-pros-podcast/" target="_blank" rel="noreferrer noopener"&gt;&lt;span class= "TextRun Underlined SCXW246093594 BCX0" lang="EN-GB" xml:lang= "EN-GB" data-contrast="none"&gt;&lt;span class= "NormalTextRun SCXW246093594 BCX0" data-ccp-charstyle= "Internet Link" data-ccp-charstyle-defn= "{"ObjectId":"dd8b0ef6-4f85-4a62-96a4-31ed7d6078ca|34","ClassId":1073872969,"Properties":[469775450,"Internet Link",201340122,"1",134233614,"true",469778129,"InternetLink",335572020,"99",134234073,"true",134224902,"true",201334293,"0",335551500,"12673797",469778324,"Default Paragraph Font"]}"&gt;SocialPros.com&lt;/span&gt;&lt;/span&gt;&lt;/a&gt; &lt;span class="TextRun SCXW246093594 BCX0" lang="EN-GB" xml:lang="EN-GB" data-contrast="auto"&gt;&lt;span class= "NormalTextRun SCXW246093594 BCX0"&gt;for more insights from your&lt;/span&gt; &lt;span class= "NormalTextRun SCXW246093594 BCX0"&gt;favorite&lt;/span&gt; &lt;span class="NormalTextRun SCXW246093594 BCX0"&gt;social media marketers.&lt;/span&gt;&lt;/span&gt;&lt;/span&gt;&lt;/p&gt; &lt;/div&gt;</description>

What does it take to refresh a global brand like Lululemon? Ravi Hampole, SVP of Global Brand Creative, returns to Social Pros to reveal how the team has been working on a brand new identity for 2025 that connects products, people, and stories in a...

An Honest Conversation About Authenticity with Ravi Hampole

Building a successful influencer program isn’t just about campaigns. It’s about connections. On this episode of Social Pros, Kara Salazar, Senior Influencer Marketing Specialist at Southwest Airlines, takes us behind the scenes of their thriving influencer program. From truly understanding each influencer’s unique style to bringing them together for face-to-face events like Creator Day, Kara reveals the secrets to creating campaigns that feel genuine, build trust, and deliver results. Full Episode Details  For Kara Salazar, success in influencer marketing starts with building genuine connections. Since joining Southwest Airlines in 2022, she has focused on creating a program that prioritizes trust and authenticity. Kara doesn’t just work with influencers—she makes an effort to know their names, handles, and what makes them unique. This personal touch has turned their influencers into loyal brand advocates who go above and beyond for Southwest. It’s not just about connections; it’s about communication. Kara explains that every influencer is different, works differently, and has unique needs. She creates space for honest, two-way conversations, often through feedback sessions designed to refine how they collaborate. These sessions allow influencers to share what works best for them—whether it’s receiving a detailed brief or a more visual guide—and ensure that every campaign feels tailored to their strengths. By listening, adapting, and making these adjustments, Kara builds trust and creates partnerships that don’t just work—they thrive. Kara’s vision for Creator Day has also been transformative. This annual event brings influencers and the Southwest team together in person to strengthen bonds and gives influencers a deeper understanding of the brand. These face-to-face moments have turned Southwest’s influencer program into a true community, delivering campaigns that feel authentic and meaningful. In This Episode: <ul> <li style="font-size: 12pt;">1:29 - Kara’s role at Southwest Airlines and the origins of their influencer program</li> <li style="font-size: 12pt;">3:35 - Rebuilding the influencer program after COVID and proving its value to leadership</li> <li style="font-size: 12pt;">5:07 - How Kara measures the success of influencer campaigns</li> <li style="font-size: 12pt;">6:21 - Finding influencers who align with Southwest’s brand and reflect their diverse audience</li> <li style="font-size: 12pt;">8:22 - Building genuine relationships with influencers by getting to know them personally</li> <li style="font-size: 12pt;">10:23 - The importance of feedback sessions and tailoring briefs to individual influencer styles</li> <li style="font-size: 12pt;">12:12 - Southwest’s Big Flex campaign and integrating influencers into large-scale marketing efforts</li> <li style="font-size: 12pt;">13:32 - Bridging the gap between marketing teams to scale influencer campaigns</li> <li style="font-size: 12pt;">16:08 - Kara’s advice for navigating different goals between internal teams and influencers</li> <li style="font-size: 12pt;">17:47 - Experimenting with short-term affiliate campaigns to track direct revenue from influencers</li> <li style="font-size: 12pt;">20:44 - The story behind Creator Day and how it strengthens bonds with Southwest’s influencers</li> <li style="font-size: 12pt;">21:41 - How Southwest uses influencers to test new platforms like TikTok before launching as a brand</li> <li style="font-size: 12pt;">25:03 - Kara’s advice for aspiring social pros</li> </ul> Resources  <ul> <li style="font-size: 12pt;"><a href="https://www.linkedin.com/in/karasalazar/" target="_blank" rel="noopener">Connect with Kara on LinkedIn</a></li> <li style="font-size: 12pt;"><a href="https://www.tiktok.com/@southwestair?lang=en" target="_blank" rel="noopener">Follow Southwest Airlines on TikTok</a></li> <li style="font-size: 12pt;"><a href="https://www.instagram.com/southwestair/?hl=en" target="_blank" rel="noopener">Follow Southwest Airlines on Instagram</a></li> </ul> Visit <a class= "Hyperlink SCXW246093594 BCX0" href= "http://www.convinceandconvert.com/podcasts/shows/social-pros-podcast/" target="_blank" rel="noreferrer noopener">SocialPros.com</a> for more insights from your favorite social media marketers.

<description>&lt;div class="OutlineElement Ltr SCXW246093594 BCX0"&gt; &lt;p class="Paragraph SCXW246093594 BCX0"&gt;&lt;span style= "font-size: 12pt;"&gt;Building a successful influencer program isn’t just about campaigns. It’s about connections. On this episode of Social Pros, Kara Salazar, Senior Influencer Marketing Specialist at Southwest Airlines, takes us behind the scenes of their thriving influencer program. From truly understanding each influencer’s unique style to bringing them together for face-to-face events like Creator Day, Kara reveals the secrets to creating campaigns that feel genuine, build trust, and deliver results.&lt;br /&gt;&lt;/span&gt;&lt;/p&gt; &lt;/div&gt; &lt;div class="OutlineElement Ltr SCXW246093594 BCX0"&gt; &lt;p class="Paragraph SCXW246093594 BCX0"&gt;&lt;span style= "font-size: 12pt;"&gt;&lt;strong&gt;&lt;span class="TextRun SCXW246093594 BCX0" lang="EN-GB" xml:lang="EN-GB" data-contrast="auto"&gt;&lt;span class= "NormalTextRun SCXW246093594 BCX0"&gt;Full Episode Details&lt;/span&gt;&lt;/span&gt;&lt;span class="EOP SCXW246093594 BCX0" data-ccp-props= "{"201341983":0,"335559740":259}"&gt; &lt;/span&gt;&lt;/strong&gt;&lt;/span&gt;&lt;/p&gt; &lt;/div&gt; &lt;div class="OutlineElement Ltr SCXW246093594 BCX0"&gt; &lt;p class="Paragraph SCXW246093594 BCX0"&gt;&lt;span style= "font-size: 12pt;"&gt;For Kara Salazar, success in influencer marketing starts with &lt;strong&gt;building genuine connections&lt;/strong&gt;. Since joining Southwest Airlines in 2022, she has focused on creating a program that prioritizes trust and authenticity. Kara doesn’t just work with influencers—she makes an effort to know their names, handles, and what makes them unique. This personal touch has turned their influencers into loyal brand advocates who go above and beyond for Southwest.&lt;/span&gt;&lt;/p&gt; &lt;p class="Paragraph SCXW246093594 BCX0"&gt;&lt;span style= "font-size: 12pt;"&gt;It’s not just about connections; it’s about communication. Kara explains that every influencer is different, works differently, and has unique needs. She c&lt;strong&gt;reates space for honest&lt;/strong&gt;, &lt;strong&gt;two-way conversations&lt;/strong&gt;, often through feedback sessions designed to refine how they collaborate. These sessions allow influencers to share what works best for them—whether it’s receiving a detailed brief or a more visual guide—and ensure that every campaign feels tailored to their strengths. By listening, adapting, and making these adjustments, Kara builds trust and creates partnerships that don’t just work—they thrive.&lt;/span&gt;&lt;/p&gt; &lt;p class="Paragraph SCXW246093594 BCX0"&gt;&lt;span style= "font-size: 12pt;"&gt;Kara’s vision for Creator Day has also been transformative. This annual event brings influencers and the Southwest team together in person to strengthen bonds and &lt;strong&gt;gives influencers a deeper understanding of the brand&lt;/strong&gt;. These face-to-face moments have turned Southwest’s influencer program into a true community, delivering campaigns that feel authentic and meaningful.&lt;/span&gt;&lt;/p&gt; &lt;/div&gt; &lt;div class="OutlineElement Ltr SCXW246093594 BCX0"&gt; &lt;p class="Paragraph SCXW246093594 BCX0"&gt;&lt;span style= "font-size: 12pt;"&gt;&lt;strong&gt;&lt;span class="TextRun SCXW246093594 BCX0" lang="EN-GB" xml:lang="EN-GB" data-contrast="auto"&gt;&lt;span class= "NormalTextRun SCXW246093594 BCX0"&gt;In This Episode:&lt;/span&gt;&lt;/span&gt;&lt;/strong&gt;&lt;/span&gt;&lt;/p&gt; &lt;ul&gt; &lt;li style="font-size: 12pt;"&gt;&lt;span style="font-size: 12pt;"&gt;1:29 - Kara’s role at Southwest Airlines and the origins of their influencer program&lt;/span&gt;&lt;/li&gt; &lt;li style="font-size: 12pt;"&gt;&lt;span style="font-size: 12pt;"&gt;3:35 - Rebuilding the influencer program after COVID and proving its value to leadership&lt;/span&gt;&lt;/li&gt; &lt;li style="font-size: 12pt;"&gt;&lt;span style="font-size: 12pt;"&gt;5:07 - How Kara measures the success of influencer campaigns&lt;br /&gt;&lt;/span&gt;&lt;/li&gt; &lt;li style="font-size: 12pt;"&gt;&lt;span style="font-size: 12pt;"&gt;6:21 - Finding influencers who align with Southwest’s brand and reflect their diverse audience&lt;/span&gt;&lt;/li&gt; &lt;li style="font-size: 12pt;"&gt;&lt;span style="font-size: 12pt;"&gt;8:22 - Building genuine relationships with influencers by getting to know them personally&lt;/span&gt;&lt;/li&gt; &lt;li style="font-size: 12pt;"&gt;&lt;span style="font-size: 12pt;"&gt;10:23 - The importance of feedback sessions and tailoring briefs to individual influencer styles&lt;/span&gt;&lt;/li&gt; &lt;li style="font-size: 12pt;"&gt;&lt;span style="font-size: 12pt;"&gt;12:12 - Southwest’s Big Flex campaign and integrating influencers into large-scale marketing efforts&lt;/span&gt;&lt;/li&gt; &lt;li style="font-size: 12pt;"&gt;&lt;span style="font-size: 12pt;"&gt;13:32 - Bridging the gap between marketing teams to scale influencer campaigns&lt;/span&gt;&lt;/li&gt; &lt;li style="font-size: 12pt;"&gt;&lt;span style="font-size: 12pt;"&gt;16:08 - Kara’s advice for navigating different goals between internal teams and influencers&lt;/span&gt;&lt;/li&gt; &lt;li style="font-size: 12pt;"&gt;&lt;span style="font-size: 12pt;"&gt;17:47 - Experimenting with short-term affiliate campaigns to track direct revenue from influencers&lt;/span&gt;&lt;/li&gt; &lt;li style="font-size: 12pt;"&gt;&lt;span style="font-size: 12pt;"&gt;20:44 - The story behind Creator Day and how it strengthens bonds with Southwest’s influencers&lt;/span&gt;&lt;/li&gt; &lt;li style="font-size: 12pt;"&gt;&lt;span style="font-size: 12pt;"&gt;21:41 - How Southwest uses influencers to test new platforms like TikTok before launching as a brand&lt;/span&gt;&lt;/li&gt; &lt;li style="font-size: 12pt;"&gt;&lt;span style="font-size: 12pt;"&gt;25:03 - Kara’s advice for aspiring social pros&lt;br /&gt;&lt;/span&gt;&lt;/li&gt; &lt;/ul&gt; &lt;/div&gt; &lt;div class="OutlineElement Ltr SCXW246093594 BCX0"&gt; &lt;p class="Paragraph SCXW246093594 BCX0"&gt;&lt;span style= "font-size: 12pt;"&gt;&lt;strong&gt;&lt;span class="TextRun SCXW246093594 BCX0" lang="EN-GB" xml:lang="EN-GB" data-contrast="auto"&gt;&lt;span class= "NormalTextRun SCXW246093594 BCX0"&gt;Resources&lt;/span&gt;&lt;/span&gt;&lt;span class="EOP SCXW246093594 BCX0" data-ccp-props= "{"201341983":0,"335559740":259}"&gt; &lt;/span&gt;&lt;/strong&gt;&lt;/span&gt;&lt;/p&gt; &lt;/div&gt; &lt;div class="ListContainerWrapper SCXW246093594 BCX0"&gt; &lt;ul&gt; &lt;li style="font-size: 12pt;"&gt;&lt;span style= "font-size: 12pt;"&gt;&lt;a href="https://www.linkedin.com/in/karasalazar/" target="_blank" rel="noopener"&gt;Connect with Kara on LinkedIn&lt;/a&gt;&lt;/span&gt;&lt;/li&gt; &lt;li style="font-size: 12pt;"&gt;&lt;span style= "font-size: 12pt;"&gt;&lt;a href="https://www.tiktok.com/@southwestair?lang=en" target="_blank" rel="noopener"&gt;Follow Southwest Airlines on TikTok&lt;/a&gt;&lt;/span&gt;&lt;/li&gt; &lt;li style="font-size: 12pt;"&gt;&lt;span style= "font-size: 12pt;"&gt;&lt;a href="https://www.instagram.com/southwestair/?hl=en" target="_blank" rel="noopener"&gt;Follow Southwest Airlines on Instagram&lt;/a&gt;&lt;/span&gt;&lt;/li&gt; &lt;/ul&gt; &lt;/div&gt; &lt;div class="OutlineElement Ltr SCXW246093594 BCX0"&gt; &lt;p class="Paragraph SCXW246093594 BCX0"&gt;&lt;span style= "font-size: 12pt;"&gt;&lt;span class="TextRun SCXW246093594 BCX0" lang= "EN-GB" xml:lang="EN-GB" data-contrast="auto"&gt;&lt;span class= "NormalTextRun SCXW246093594 BCX0"&gt;Visit &lt;/span&gt;&lt;/span&gt;&lt;a class= "Hyperlink SCXW246093594 BCX0" href= "http://www.convinceandconvert.com/podcasts/shows/social-pros-podcast/" target="_blank" rel="noreferrer noopener"&gt;&lt;span class= "TextRun Underlined SCXW246093594 BCX0" lang="EN-GB" xml:lang= "EN-GB" data-contrast="none"&gt;&lt;span class= "NormalTextRun SCXW246093594 BCX0" data-ccp-charstyle= "Internet Link" data-ccp-charstyle-defn= "{"ObjectId":"dd8b0ef6-4f85-4a62-96a4-31ed7d6078ca|34","ClassId":1073872969,"Properties":[469775450,"Internet Link",201340122,"1",134233614,"true",469778129,"InternetLink",335572020,"99",134234073,"true",134224902,"true",201334293,"0",335551500,"12673797",469778324,"Default Paragraph Font"]}"&gt;SocialPros.com&lt;/span&gt;&lt;/span&gt;&lt;/a&gt; &lt;span class="TextRun SCXW246093594 BCX0" lang="EN-GB" xml:lang="EN-GB" data-contrast="auto"&gt;&lt;span class= "NormalTextRun SCXW246093594 BCX0"&gt;for more insights from your&lt;/span&gt; &lt;span class= "NormalTextRun SCXW246093594 BCX0"&gt;favorite&lt;/span&gt; &lt;span class="NormalTextRun SCXW246093594 BCX0"&gt;social media marketers.&lt;/span&gt;&lt;/span&gt;&lt;/span&gt;&lt;/p&gt; &lt;/div&gt;</description>

Building a successful influencer program isn’t just about campaigns. It’s about connections. On this episode of Social Pros, Kara Salazar, Senior Influencer Marketing Specialist at Southwest Airlines, takes us behind the scenes of their thriving...

How Southwest Airlines Navigate the World of Influencer Relationships

As it’s Thanksgiving week, we’re taking a moment to look back at one of our favorite episodes with Bennie F. Johnson, CEO of the American Marketing Association. In this conversation, Bennie breaks down how AMA supports both academics and practitioners, shares his perspective on AI’s ethical and legal challenges, and even explains why LinkedIn is his platform of choice. Most memorably, he highlights why he believes marketing is equal parts art, science, and magic. Full Episode Details  The American Marketing Association is probably an organization you’re familiar with, and in this episode, we welcomed none other than the CEO himself, Bennie F. Johnson, for a fantastic conversation. Bennie shares some background of AMA and how it supports those on the academic and practitioner side of marketing. We hear his thoughts on AI and the ethical and legal considerations that marketing pros need to know about – some of which differ by state and country. Bennie also explains why LinkedIn is the platform of choice for his personal brand and AMA. Bennie shares his advice for the future marketing leaders out there, and we chat about why marketing today doesn’t just belong in the creative realm. There’s also a science to it (with a dash of magic too). He outlines how marketing pros can communicate the value of marketing to a wider organization, the importance of taking risks, and his advice for the Social Pros community. In This Episode: <ul> <li class="MsoNormal" style="font-size: 12pt;">1:08 - How the American Marketing Association supports the marketing community</li> <li class="MsoNormal" style="font-size: 12pt;">4:58 - Why marketers need communities more than ever</li> <li class="MsoNormal" style="font-size: 12pt;">7:28 - How marketers can embrace AI</li> <li class="MsoNormal" style="font-size: 12pt;">11:00 - What marketers need to know about different privacy regulations</li> <li class="MsoNormal" style="font-size: 12pt;">13:13 - Balancing communication with community members</li> <li class="MsoNormal" style="font-size: 12pt;">17:24 - How Bennie speaks to future marketers</li> <li class="MsoNormal" style="font-size: 12pt;">20:38 - How marketers can communicate their value to a wider organization</li> <li class="MsoNormal" style="font-size: 12pt;">24:46 - Why risk and curiosity are key to marketing</li> <li class="MsoNormal" style="font-size: 12pt;">29:37 - Leading authentically in marketing</li> <li class="MsoNormal" style="font-size: 12pt;">31:23 - Bennie’s one tip for those wanting to become a social pro</li> </ul> Resources  <ul> <li style="font-size: 12pt;"><a href="https://www.linkedin.com/company/social-pros-podcast/" target="_blank" rel="noopener">Join the Social Pros community on LinkedIn</a></li> <li style="font-size: 12pt;"><a href="https://www.ama.org/" target="_blank" rel="noopener">American Marketing Association</a></li> <li style="font-size: 12pt;"><a href="https://www.linkedin.com/in/benniejohnson/" target="_blank" rel="noopener">Connect with Bennie on LinkedIn</a></li> </ul> Visit <a class= "Hyperlink SCXW246093594 BCX0" href= "http://www.convinceandconvert.com/podcasts/shows/social-pros-podcast/" target="_blank" rel="noreferrer noopener">SocialPros.com</a> for more insights from your favorite social media marketers.

<description>&lt;div class="OutlineElement Ltr SCXW246093594 BCX0"&gt; &lt;p class="Paragraph SCXW246093594 BCX0"&gt;&lt;span style= "font-size: 12pt;"&gt;As it’s Thanksgiving week, we’re taking a moment to look back at one of our favorite episodes with Bennie F. Johnson, CEO of the American Marketing Association. In this conversation, Bennie breaks down how AMA supports both academics and practitioners, shares his perspective on AI’s ethical and legal challenges, and even explains why LinkedIn is his platform of choice. Most memorably, he highlights why he believes marketing is equal parts art, science, and magic.&lt;/span&gt;&lt;/p&gt; &lt;/div&gt; &lt;div class="OutlineElement Ltr SCXW246093594 BCX0"&gt; &lt;p class="Paragraph SCXW246093594 BCX0"&gt;&lt;span style= "font-size: 12pt;"&gt;&lt;strong&gt;&lt;span class="TextRun SCXW246093594 BCX0" lang="EN-GB" xml:lang="EN-GB" data-contrast="auto"&gt;&lt;span class= "NormalTextRun SCXW246093594 BCX0"&gt;Full Episode Details&lt;/span&gt;&lt;/span&gt;&lt;span class="EOP SCXW246093594 BCX0" data-ccp-props= "{"201341983":0,"335559740":259}"&gt; &lt;/span&gt;&lt;/strong&gt;&lt;/span&gt;&lt;/p&gt; &lt;/div&gt; &lt;div class="OutlineElement Ltr SCXW246093594 BCX0"&gt; &lt;p class="Paragraph SCXW246093594 BCX0"&gt;&lt;span style= "font-size: 12pt;"&gt;The American Marketing Association is probably an organization you’re familiar with, and in this episode, we welcomed none other than the CEO himself, Bennie F. Johnson, for a fantastic conversation. Bennie shares some background of AMA and how it supports those on the &lt;strong&gt;academic and practitioner side of marketing&lt;/strong&gt;.&lt;/span&gt;&lt;/p&gt; &lt;p class="Paragraph SCXW246093594 BCX0"&gt;&lt;span style= "font-size: 12pt;"&gt;We hear his thoughts on AI and the &lt;strong&gt;ethical and legal considerations&lt;/strong&gt; that marketing pros need to know about – some of which differ by state and country. Bennie also explains why LinkedIn is the platform of choice for his personal brand and AMA.&lt;/span&gt;&lt;/p&gt; &lt;p class="Paragraph SCXW246093594 BCX0"&gt;&lt;span style= "font-size: 12pt;"&gt;Bennie shares his advice for the future marketing leaders out there, and we chat about why marketing today doesn’t just belong in the creative realm. There’s also a science to it (with a dash of magic too). He outlines how marketing pros can communicate the value of marketing to a wider organization, the importance of &lt;strong&gt;taking risks&lt;/strong&gt;, and his advice for the Social Pros community.&lt;br /&gt;&lt;/span&gt;&lt;/p&gt; &lt;/div&gt; &lt;div class="OutlineElement Ltr SCXW246093594 BCX0"&gt; &lt;p class="Paragraph SCXW246093594 BCX0"&gt;&lt;span style= "font-size: 12pt;"&gt;&lt;strong&gt;&lt;span class="TextRun SCXW246093594 BCX0" lang="EN-GB" xml:lang="EN-GB" data-contrast="auto"&gt;&lt;span class= "NormalTextRun SCXW246093594 BCX0"&gt;In This Episode:&lt;/span&gt;&lt;/span&gt;&lt;/strong&gt;&lt;/span&gt;&lt;/p&gt; &lt;ul&gt; &lt;li class="MsoNormal" style="font-size: 12pt;"&gt;&lt;span style= "font-size: 12pt;"&gt;&lt;span style="color: black;"&gt;1:08 - How the American Marketing Association supports the marketing community&lt;/span&gt;&lt;/span&gt;&lt;/li&gt; &lt;li class="MsoNormal" style="font-size: 12pt;"&gt;&lt;span style= "font-size: 12pt;"&gt;&lt;span style="color: black;"&gt;4:58 - Why marketers need communities more than ever&lt;/span&gt;&lt;/span&gt;&lt;/li&gt; &lt;li class="MsoNormal" style="font-size: 12pt;"&gt;&lt;span style= "font-size: 12pt;"&gt;&lt;span style="color: black;"&gt;7:28 - How marketers can embrace AI&lt;/span&gt;&lt;/span&gt;&lt;/li&gt; &lt;li class="MsoNormal" style="font-size: 12pt;"&gt;&lt;span style= "font-size: 12pt;"&gt;&lt;!--[endif]--&gt;&lt;span style="color: black;"&gt;11:00 - What marketers need to know about different privacy regulations&lt;/span&gt;&lt;/span&gt;&lt;/li&gt; &lt;li class="MsoNormal" style="font-size: 12pt;"&gt;&lt;span style= "font-size: 12pt;"&gt;&lt;!--[endif]--&gt;&lt;span style="color: black;"&gt;13:13 - Balancing communication with community members&lt;/span&gt;&lt;/span&gt;&lt;/li&gt; &lt;li class="MsoNormal" style="font-size: 12pt;"&gt;&lt;span style= "font-size: 12pt;"&gt;&lt;!--[endif]--&gt;&lt;span style="color: black;"&gt;17:24 - How Bennie speaks to future marketers&lt;/span&gt;&lt;/span&gt;&lt;/li&gt; &lt;li class="MsoNormal" style="font-size: 12pt;"&gt;&lt;span style= "font-size: 12pt;"&gt;&lt;!--[endif]--&gt;&lt;span style="color: black;"&gt;20:38 - How marketers can communicate their value to a wider organization&lt;/span&gt;&lt;/span&gt;&lt;/li&gt; &lt;li class="MsoNormal" style="font-size: 12pt;"&gt;&lt;span style= "font-size: 12pt;"&gt;&lt;!--[endif]--&gt;&lt;span style="color: black;"&gt;24:46 - Why risk and curiosity are key to marketing&lt;/span&gt;&lt;/span&gt;&lt;/li&gt; &lt;li class="MsoNormal" style="font-size: 12pt;"&gt;&lt;span style= "font-size: 12pt;"&gt;&lt;span style="color: black;"&gt;29:37 - Leading authentically in marketing&lt;/span&gt;&lt;/span&gt;&lt;/li&gt; &lt;li class="MsoNormal" style="font-size: 12pt;"&gt;&lt;span style= "font-size: 12pt;"&gt;&lt;!--[endif]--&gt;&lt;span style="color: black;"&gt;31:23 - Bennie’s one tip for those wanting to become a social pro&lt;/span&gt;&lt;/span&gt;&lt;/li&gt; &lt;/ul&gt; &lt;/div&gt; &lt;div class="OutlineElement Ltr SCXW246093594 BCX0"&gt; &lt;p class="Paragraph SCXW246093594 BCX0"&gt;&lt;span style= "font-size: 12pt;"&gt;&lt;strong&gt;&lt;span class="TextRun SCXW246093594 BCX0" lang="EN-GB" xml:lang="EN-GB" data-contrast="auto"&gt;&lt;span class= "NormalTextRun SCXW246093594 BCX0"&gt;Resources&lt;/span&gt;&lt;/span&gt;&lt;span class="EOP SCXW246093594 BCX0" data-ccp-props= "{"201341983":0,"335559740":259}"&gt; &lt;/span&gt;&lt;/strong&gt;&lt;/span&gt;&lt;/p&gt; &lt;/div&gt; &lt;div class="ListContainerWrapper SCXW246093594 BCX0"&gt; &lt;ul&gt; &lt;li style="font-size: 12pt;"&gt;&lt;span style= "font-size: 12pt;"&gt;&lt;a href="https://www.linkedin.com/company/social-pros-podcast/" target="_blank" rel="noopener"&gt;Join the Social Pros community on LinkedIn&lt;/a&gt;&lt;/span&gt;&lt;/li&gt; &lt;li style="font-size: 12pt;"&gt;&lt;span style= "font-size: 12pt;"&gt;&lt;a href="https://www.ama.org/" target="_blank" rel="noopener"&gt;American Marketing Association&lt;/a&gt;&lt;/span&gt;&lt;/li&gt; &lt;li style="font-size: 12pt;"&gt;&lt;span style= "font-size: 12pt;"&gt;&lt;a href="https://www.linkedin.com/in/benniejohnson/" target="_blank" rel="noopener"&gt;Connect with Bennie on LinkedIn&lt;/a&gt;&lt;/span&gt;&lt;/li&gt; &lt;/ul&gt; &lt;/div&gt; &lt;div class="OutlineElement Ltr SCXW246093594 BCX0"&gt; &lt;p class="Paragraph SCXW246093594 BCX0"&gt;&lt;span style= "font-size: 12pt;"&gt;&lt;span class="TextRun SCXW246093594 BCX0" lang= "EN-GB" xml:lang="EN-GB" data-contrast="auto"&gt;&lt;span class= "NormalTextRun SCXW246093594 BCX0"&gt;Visit &lt;/span&gt;&lt;/span&gt;&lt;a class= "Hyperlink SCXW246093594 BCX0" href= "http://www.convinceandconvert.com/podcasts/shows/social-pros-podcast/" target="_blank" rel="noreferrer noopener"&gt;&lt;span class= "TextRun Underlined SCXW246093594 BCX0" lang="EN-GB" xml:lang= "EN-GB" data-contrast="none"&gt;&lt;span class= "NormalTextRun SCXW246093594 BCX0" data-ccp-charstyle= "Internet Link" data-ccp-charstyle-defn= "{"ObjectId":"dd8b0ef6-4f85-4a62-96a4-31ed7d6078ca|34","ClassId":1073872969,"Properties":[469775450,"Internet Link",201340122,"1",134233614,"true",469778129,"InternetLink",335572020,"99",134234073,"true",134224902,"true",201334293,"0",335551500,"12673797",469778324,"Default Paragraph Font"]}"&gt;SocialPros.com&lt;/span&gt;&lt;/span&gt;&lt;/a&gt; &lt;span class="TextRun SCXW246093594 BCX0" lang="EN-GB" xml:lang="EN-GB" data-contrast="auto"&gt;&lt;span class= "NormalTextRun SCXW246093594 BCX0"&gt;for more insights from your&lt;/span&gt; &lt;span class= "NormalTextRun SCXW246093594 BCX0"&gt;favorite&lt;/span&gt; &lt;span class="NormalTextRun SCXW246093594 BCX0"&gt;social media marketers.&lt;/span&gt;&lt;/span&gt;&lt;/span&gt;&lt;/p&gt; &lt;/div&gt;</description>

As it’s Thanksgiving week, we’re taking a moment to look back at one of our favorite episodes with Bennie F. Johnson, CEO of the American Marketing Association. In this conversation, Bennie breaks down how AMA supports both academics and...

Greatest Hits: How Bennie Johnson Amplifies Magic at the American Marketing Association

Managing social media for 275 locations might sound like a daunting task, but for Dogtopia, it’s a chance to connect with dog lovers everywhere. Toni Teplitsky, Senior Director of Marketing, reveals how her team keeps content fresh, local, and heartfelt—while staying true to their playful brand. From leveraging AI to embracing the power of real, raw storytelling, Toni shares what it takes to stand out in a world full of adorable dog content. Full Episode Details  Dogtopia’s social media isn’t just about cute dog photos (though there are plenty of those). With 275 locations across North America, Toni and her team have mastered the art of balancing efficiency with heartfelt storytelling. At the core of their success is authenticity. Whether it’s showcasing dogs having the time of their lives with “canine coaches,” celebrating local flair with events like Halloween parades, or capturing raw, unfiltered moments of joy, Dogtopia’s content feels personal and genuine. It’s not about polished perfection—it’s about showing the real, messy, lovable lives of dogs and their humans. Recycling content is another key ingredient in their strategy. Instead of constantly churning out new material, Toni’s team leans on high-performing posts from the past, giving them new life and introducing them to fresh audiences. As Toni explains, not every follower sees every post, so why not highlight what already works? This approach keeps their message consistent and their content machine running smoothly. With a clever mix of repurposed content, local insights, and emotional storytelling, Dogtopia proves that standing out in the crowded world of dog content doesn’t mean reinventing the wheel—it just takes a little creativity and a lot of heart. In This Episode: <ul> <li style="font-size: 12pt;">2:51 - Tackling social media’s constant changes to stay relevant</li> <li style="font-size: 12pt;">4:10 - Balancing Dogtopia’s corporate brand with local franchise voices</li> <li style="font-size: 12pt;">6:12 - How AI helps Dogtopia tweak posts at scale without losing its unique brand voice</li> <li style="font-size: 12pt;">7:40 - Creating platform-specific content and why speaking to each platform’s strengths is key</li> <li style="font-size: 12pt;">8:54 - Feeding the content machine: why UGC and raw, authentic content are outperforming polished professional shoots</li> <li style="font-size: 12pt;">11:19 - Ensuring Dogtopia’s content breaks through in a sea of dog-focused content online</li> <li style="font-size: 12pt;">12:35 - Recycling content: why repetition strengthens your message</li> <li style="font-size: 12pt;">14:32 - Making life easier for franchisees: how Dogtopia creates ready-to-use campaign toolkits</li> <li style="font-size: 12pt;">16:01 - Messaging that connects with pet parents at every stage, from first-time dog owners to seasoned pros</li> <li style="font-size: 12pt;">17:51 - How younger generations are reshaping trends in pet care</li> <li style="font-size: 12pt;">20:43 - Smart content strategies for evolving platforms—why “think smarter, not harder” is key</li> <li style="font-size: 12pt;">22:40 - The platforms Toni sees the most growth potential in</li> <li style="font-size: 12pt;">23:58 - How Dogtopia’s foundation supports veterans, students, and adults with autism through the power of dogs</li> <li style="font-size: 12pt;">28:23 - Toni’s advice for aspiring social pros</li> </ul> Resources  <ul> <li style="font-size: 12pt;"><a href="https://www.linkedin.com/in/toni-teplitsky-44147950/" target="_blank" rel="noopener">Connect with Toni on LinkedIn</a></li> <li style="font-size: 12pt;"><a href="https://www.dogtopia.com/" target= "_blank" rel="noopener">Visit Dogtopia’s Website</a></li> <li style="font-size: 12pt;"><a href="https://www.instagram.com/dogsofdogtopia/?hl=en" target="_blank" rel="noopener">Follow Dogtopia on Instagram</a></li> <li style="font-size: 12pt;"><a href="https://www.tiktok.com/@dogsofdogtopia?lang=en" target="_blank" rel="noopener">Follow Dogtopia on TikTok</a></li> <li style="font-size: 12pt;"><a href="https://www.facebook.com/dogtopia/?locale=en_GB" target="_blank" rel="noopener">Follow Dogtopia on Facebook</a></li> </ul> Visit <a class= "Hyperlink SCXW246093594 BCX0" href= "http://www.convinceandconvert.com/podcasts/shows/social-pros-podcast/" target="_blank" rel="noreferrer noopener">SocialPros.com</a> for more insights from your favorite social media marketers.

<description>&lt;div class="OutlineElement Ltr SCXW246093594 BCX0"&gt; &lt;p class="Paragraph SCXW246093594 BCX0"&gt;&lt;span style= "font-size: 12pt;"&gt;Managing social media for 275 locations might sound like a daunting task, but for Dogtopia, it’s a chance to connect with dog lovers everywhere. Toni Teplitsky, Senior Director of Marketing, reveals how her team keeps content fresh, local, and heartfelt—while staying true to their playful brand. From leveraging AI to embracing the power of real, raw storytelling, Toni shares what it takes to stand out in a world full of adorable dog content.&lt;br /&gt;&lt;/span&gt;&lt;/p&gt; &lt;/div&gt; &lt;div class="OutlineElement Ltr SCXW246093594 BCX0"&gt; &lt;p class="Paragraph SCXW246093594 BCX0"&gt;&lt;span style= "font-size: 12pt;"&gt;&lt;strong&gt;&lt;span class="TextRun SCXW246093594 BCX0" lang="EN-GB" xml:lang="EN-GB" data-contrast="auto"&gt;&lt;span class= "NormalTextRun SCXW246093594 BCX0"&gt;Full Episode Details&lt;/span&gt;&lt;/span&gt;&lt;span class="EOP SCXW246093594 BCX0" data-ccp-props= "{"201341983":0,"335559740":259}"&gt; &lt;/span&gt;&lt;/strong&gt;&lt;/span&gt;&lt;/p&gt; &lt;/div&gt; &lt;div class="OutlineElement Ltr SCXW246093594 BCX0"&gt; &lt;p class="Paragraph SCXW246093594 BCX0"&gt;&lt;span style= "font-size: 12pt;"&gt;Dogtopia’s social media isn’t just about cute dog photos (though there are plenty of those). With 275 locations across North America, Toni and her team have mastered the art of balancing efficiency with heartfelt storytelling.&lt;/span&gt;&lt;/p&gt; &lt;p class="Paragraph SCXW246093594 BCX0"&gt;&lt;span style= "font-size: 12pt;"&gt;At the core of their success is authenticity. Whether it’s showcasing dogs having the time of their lives with “canine coaches,” celebrating local flair with events like Halloween parades, or capturing raw, unfiltered moments of joy, Dogtopia’s &lt;strong&gt;content feels personal and genuine&lt;/strong&gt;. It’s not about polished perfection—it’s about showing the real, messy, lovable lives of dogs and their humans.&lt;/span&gt;&lt;/p&gt; &lt;p class="Paragraph SCXW246093594 BCX0"&gt;&lt;span style= "font-size: 12pt;"&gt;Recycling content is another key ingredient in their strategy. Instead of constantly churning out new material, Toni’s team l&lt;strong&gt;eans on high-performing posts from the past&lt;/strong&gt;, giving them new life and introducing them to fresh audiences. As Toni explains, not every follower sees every post, so why not highlight what already works? This approach keeps their message consistent and their content machine running smoothly.&lt;/span&gt;&lt;/p&gt; &lt;p class="Paragraph SCXW246093594 BCX0"&gt;&lt;span style= "font-size: 12pt;"&gt;With a clever mix of repurposed content, local insights, and emotional storytelling, Dogtopia proves that standing out in the crowded world of dog content doesn’t mean reinventing the wheel—it just takes a little creativity and a lot of heart.&lt;/span&gt;&lt;/p&gt; &lt;/div&gt; &lt;div class="OutlineElement Ltr SCXW246093594 BCX0"&gt; &lt;p class="Paragraph SCXW246093594 BCX0"&gt;&lt;span style= "font-size: 12pt;"&gt;&lt;strong&gt;&lt;span class="TextRun SCXW246093594 BCX0" lang="EN-GB" xml:lang="EN-GB" data-contrast="auto"&gt;&lt;span class= "NormalTextRun SCXW246093594 BCX0"&gt;In This Episode:&lt;/span&gt;&lt;/span&gt;&lt;/strong&gt;&lt;/span&gt;&lt;/p&gt; &lt;ul&gt; &lt;li style="font-size: 12pt;"&gt;&lt;span style="font-size: 12pt;"&gt;2:51 - Tackling social media’s constant changes to stay relevant&lt;/span&gt;&lt;/li&gt; &lt;li style="font-size: 12pt;"&gt;&lt;span style="font-size: 12pt;"&gt;4:10 - Balancing Dogtopia’s corporate brand with local franchise voices&lt;/span&gt;&lt;/li&gt; &lt;li style="font-size: 12pt;"&gt;&lt;span style="font-size: 12pt;"&gt;6:12 - How AI helps Dogtopia tweak posts at scale without losing its unique brand voice&lt;/span&gt;&lt;/li&gt; &lt;li style="font-size: 12pt;"&gt;&lt;span style="font-size: 12pt;"&gt;7:40 - Creating platform-specific content and why speaking to each platform’s strengths is key&lt;/span&gt;&lt;/li&gt; &lt;li style="font-size: 12pt;"&gt;&lt;span style="font-size: 12pt;"&gt;8:54 - Feeding the content machine: why UGC and raw, authentic content are outperforming polished professional shoots&lt;/span&gt;&lt;/li&gt; &lt;li style="font-size: 12pt;"&gt;&lt;span style="font-size: 12pt;"&gt;11:19 - Ensuring Dogtopia’s content breaks through in a sea of dog-focused content online&lt;/span&gt;&lt;/li&gt; &lt;li style="font-size: 12pt;"&gt;&lt;span style="font-size: 12pt;"&gt;12:35 - Recycling content: why repetition strengthens your message&lt;/span&gt;&lt;/li&gt; &lt;li style="font-size: 12pt;"&gt;&lt;span style="font-size: 12pt;"&gt;14:32 - Making life easier for franchisees: how Dogtopia creates ready-to-use campaign toolkits&lt;/span&gt;&lt;/li&gt; &lt;li style="font-size: 12pt;"&gt;&lt;span style="font-size: 12pt;"&gt;16:01 - Messaging that connects with pet parents at every stage, from first-time dog owners to seasoned pros&lt;/span&gt;&lt;/li&gt; &lt;li style="font-size: 12pt;"&gt;&lt;span style="font-size: 12pt;"&gt;17:51 - How younger generations are reshaping trends in pet care&lt;/span&gt;&lt;/li&gt; &lt;li style="font-size: 12pt;"&gt;&lt;span style="font-size: 12pt;"&gt;20:43 - Smart content strategies for evolving platforms—why “think smarter, not harder” is key&lt;/span&gt;&lt;/li&gt; &lt;li style="font-size: 12pt;"&gt;&lt;span style="font-size: 12pt;"&gt;22:40 - The platforms Toni sees the most growth potential in&lt;/span&gt;&lt;/li&gt; &lt;li style="font-size: 12pt;"&gt;&lt;span style="font-size: 12pt;"&gt;23:58 - How Dogtopia’s foundation supports veterans, students, and adults with autism through the power of dogs&lt;/span&gt;&lt;/li&gt; &lt;li style="font-size: 12pt;"&gt;&lt;span style="font-size: 12pt;"&gt;28:23 - Toni’s advice for aspiring social pros&lt;br /&gt;&lt;/span&gt;&lt;/li&gt; &lt;/ul&gt; &lt;/div&gt; &lt;div class="OutlineElement Ltr SCXW246093594 BCX0"&gt; &lt;p class="Paragraph SCXW246093594 BCX0"&gt;&lt;span style= "font-size: 12pt;"&gt;&lt;strong&gt;&lt;span class="TextRun SCXW246093594 BCX0" lang="EN-GB" xml:lang="EN-GB" data-contrast="auto"&gt;&lt;span class= "NormalTextRun SCXW246093594 BCX0"&gt;Resources&lt;/span&gt;&lt;/span&gt;&lt;span class="EOP SCXW246093594 BCX0" data-ccp-props= "{"201341983":0,"335559740":259}"&gt; &lt;/span&gt;&lt;/strong&gt;&lt;/span&gt;&lt;/p&gt; &lt;/div&gt; &lt;div class="ListContainerWrapper SCXW246093594 BCX0"&gt; &lt;ul&gt; &lt;li style="font-size: 12pt;"&gt;&lt;span style= "font-size: 12pt;"&gt;&lt;a href="https://www.linkedin.com/in/toni-teplitsky-44147950/" target="_blank" rel="noopener"&gt;Connect with Toni on LinkedIn&lt;/a&gt;&lt;/span&gt;&lt;/li&gt; &lt;li style="font-size: 12pt;"&gt;&lt;span style= "font-size: 12pt;"&gt;&lt;a href="https://www.dogtopia.com/" target= "_blank" rel="noopener"&gt;Visit Dogtopia’s Website&lt;/a&gt;&lt;/span&gt;&lt;/li&gt; &lt;li style="font-size: 12pt;"&gt;&lt;span style= "font-size: 12pt;"&gt;&lt;a href="https://www.instagram.com/dogsofdogtopia/?hl=en" target="_blank" rel="noopener"&gt;Follow Dogtopia on Instagram&lt;/a&gt;&lt;/span&gt;&lt;/li&gt; &lt;li style="font-size: 12pt;"&gt;&lt;span style= "font-size: 12pt;"&gt;&lt;a href="https://www.tiktok.com/@dogsofdogtopia?lang=en" target="_blank" rel="noopener"&gt;Follow Dogtopia on TikTok&lt;/a&gt;&lt;/span&gt;&lt;/li&gt; &lt;li style="font-size: 12pt;"&gt;&lt;span style= "font-size: 12pt;"&gt;&lt;a href="https://www.facebook.com/dogtopia/?locale=en_GB" target="_blank" rel="noopener"&gt;Follow Dogtopia on Facebook&lt;/a&gt;&lt;br /&gt;&lt;/span&gt;&lt;/li&gt; &lt;/ul&gt; &lt;/div&gt; &lt;div class="OutlineElement Ltr SCXW246093594 BCX0"&gt; &lt;p class="Paragraph SCXW246093594 BCX0"&gt;&lt;span style= "font-size: 12pt;"&gt;&lt;span class="TextRun SCXW246093594 BCX0" lang= "EN-GB" xml:lang="EN-GB" data-contrast="auto"&gt;&lt;span class= "NormalTextRun SCXW246093594 BCX0"&gt;Visit &lt;/span&gt;&lt;/span&gt;&lt;a class= "Hyperlink SCXW246093594 BCX0" href= "http://www.convinceandconvert.com/podcasts/shows/social-pros-podcast/" target="_blank" rel="noreferrer noopener"&gt;&lt;span class= "TextRun Underlined SCXW246093594 BCX0" lang="EN-GB" xml:lang= "EN-GB" data-contrast="none"&gt;&lt;span class= "NormalTextRun SCXW246093594 BCX0" data-ccp-charstyle= "Internet Link" data-ccp-charstyle-defn= "{"ObjectId":"dd8b0ef6-4f85-4a62-96a4-31ed7d6078ca|34","ClassId":1073872969,"Properties":[469775450,"Internet Link",201340122,"1",134233614,"true",469778129,"InternetLink",335572020,"99",134234073,"true",134224902,"true",201334293,"0",335551500,"12673797",469778324,"Default Paragraph Font"]}"&gt;SocialPros.com&lt;/span&gt;&lt;/span&gt;&lt;/a&gt; &lt;span class="TextRun SCXW246093594 BCX0" lang="EN-GB" xml:lang="EN-GB" data-contrast="auto"&gt;&lt;span class= "NormalTextRun SCXW246093594 BCX0"&gt;for more insights from your&lt;/span&gt; &lt;span class= "NormalTextRun SCXW246093594 BCX0"&gt;favorite&lt;/span&gt; &lt;span class="NormalTextRun SCXW246093594 BCX0"&gt;social media marketers.&lt;/span&gt;&lt;/span&gt;&lt;/span&gt;&lt;/p&gt; &lt;/div&gt;</description>

Managing social media for 275 locations might sound like a daunting task, but for Dogtopia, it’s a chance to connect with dog lovers everywhere. Toni Teplitsky, Senior Director of Marketing, reveals how her team keeps content fresh, local, and...

Why Social Goes to the Dogs

Getting your message heard in today’s crowded digital world isn’t easy, but clarity in communication can make all the difference. Steve Woodruff, the King of Clarity, shares his 4-step formula to help social marketers create impactful, memorable messaging. With insights tailored for a content-saturated landscape, Steve offers practical advice to sharpen your messaging and truly connect with your audience. Full Episode Details  In today’s digital chaos, clarity is your secret weapon for cutting through the noise. Steve Woodruff, also known as the King of Clarity, shares how simplifying your messaging can help you grab attention and leave a lasting impact. His 4-step Clarity Formula is designed to help marketers define their message, hook their audience, and ensure their communication hits home. Steve reveals how understanding the brain’s natural filters—like the Reticular Activating System (RAS)—can make your messaging more relevant and engaging. He explains how techniques like crafting “memory darts” and structuring information like a pyramid can help to simplify complex ideas and make your audience remember what matters. This isn’t just about cutting words—it’s about connecting on a deeper level. Clarity helps you build trust, align teams, and create messaging that truly resonates with your audience and inspires action. So, whether you’re navigating a flood of AI-generated content or cutting back on jargon-loaded messaging, this conversation is your blueprint for clear, effective communication. In This Episode: <ul> <li style="font-size: 12pt;">2:23 - Steve introduces himself and shares what he does</li> <li style="font-size: 12pt;">4:16 - The importance of clarity in cutting through today’s noisy digital landscape</li> <li style="font-size: 12pt;">7:17 - How the brain’s RAS and WIIFM principles make messages stick</li> <li style="font-size: 12pt;">9:20 - Staying authentic and relevant amid AI-generated content—and why clarity is the answer</li> <li style="font-size: 12pt;">11:50 - Breaking down Steve’s four-step "Clarity Formula" for effective communication</li> <li style="font-size: 12pt;">15:03 - How structuring information like a pyramid helps simplify messaging and win over stakeholders while keeping audiences engaged</li> <li style="font-size: 12pt;">17:57 - Why timeless communication principles still apply in the age of social media</li> <li style="font-size: 12pt;">20:16 - Questions social marketers should ask to ensure their messages are clear and effective</li> <li style="font-size: 12pt;">22:14 - Brand examples: what FedEx gets right, and UPS gets wrong about messaging</li> <li style="font-size: 12pt;">26:35 - Using “memory darts” to create messaging that drives referrals</li> <li style="font-size: 12pt;">31:26 - Steve’s advice for aspiring social pros</li> </ul> Resources  <ul> <li style="font-size: 12pt;"><a href="https://www.linkedin.com/in/swoodruff/" target="_blank" rel="noopener">Connect with Steve on LinkedIn</a></li> <li style="font-size: 12pt;"><a href="https://stevewoodruff.com" target= "_blank" rel="noopener">Visit Steve’s Website</a></li> </ul> Visit <a class= "Hyperlink SCXW246093594 BCX0" href= "http://www.convinceandconvert.com/podcasts/shows/social-pros-podcast/" target="_blank" rel="noreferrer noopener">SocialPros.com</a> for more insights from your favorite social media marketers.

<description>&lt;div class="OutlineElement Ltr SCXW246093594 BCX0"&gt; &lt;p class="Paragraph SCXW246093594 BCX0"&gt;&lt;span style= "font-size: 12pt;"&gt;Getting your message heard in today’s crowded digital world isn’t easy, but clarity in communication can make all the difference. Steve Woodruff, the King of Clarity, shares his 4-step formula to help social marketers create impactful, memorable messaging. With insights tailored for a content-saturated landscape, Steve offers practical advice to sharpen your messaging and truly connect with your audience.&lt;br /&gt;&lt;/span&gt;&lt;/p&gt; &lt;/div&gt; &lt;div class="OutlineElement Ltr SCXW246093594 BCX0"&gt; &lt;p class="Paragraph SCXW246093594 BCX0"&gt;&lt;span style= "font-size: 12pt;"&gt;&lt;strong&gt;&lt;span class="TextRun SCXW246093594 BCX0" lang="EN-GB" xml:lang="EN-GB" data-contrast="auto"&gt;&lt;span class= "NormalTextRun SCXW246093594 BCX0"&gt;Full Episode Details&lt;/span&gt;&lt;/span&gt;&lt;span class="EOP SCXW246093594 BCX0" data-ccp-props= "{"201341983":0,"335559740":259}"&gt; &lt;/span&gt;&lt;/strong&gt;&lt;/span&gt;&lt;/p&gt; &lt;/div&gt; &lt;div class="OutlineElement Ltr SCXW246093594 BCX0"&gt; &lt;p class="Paragraph SCXW246093594 BCX0"&gt;&lt;span style= "font-size: 12pt;"&gt;In today’s digital chaos, clarity is your secret weapon for cutting through the noise. Steve Woodruff, also known as the King of Clarity, shares how &lt;strong&gt;simplifying your messaging&lt;/strong&gt; can help you grab attention and leave a lasting impact. His 4-step Clarity Formula is designed to help marketers define their message, hook their audience, and ensure their communication hits home.&lt;/span&gt;&lt;/p&gt; &lt;p class="Paragraph SCXW246093594 BCX0"&gt;&lt;span style= "font-size: 12pt;"&gt;Steve reveals how understanding the brain’s natural filters—like the Reticular Activating System (RAS)—can make your messaging more relevant and engaging. He explains how techniques like crafting “&lt;strong&gt;memory darts&lt;/strong&gt;” and structuring information like a pyramid can help to simplify complex ideas and make your audience remember what matters.&lt;/span&gt;&lt;/p&gt; &lt;p class="Paragraph SCXW246093594 BCX0"&gt;&lt;span style= "font-size: 12pt;"&gt;This isn’t just about cutting words—it’s about &lt;strong&gt;connecting on a deeper level&lt;/strong&gt;. Clarity helps you build trust, align teams, and create messaging that truly resonates with your audience and inspires action. So, whether you’re navigating a flood of AI-generated content or cutting back on jargon-loaded messaging, this conversation is your blueprint for clear, effective communication.&lt;/span&gt;&lt;/p&gt; &lt;/div&gt; &lt;div class="OutlineElement Ltr SCXW246093594 BCX0"&gt; &lt;p class="Paragraph SCXW246093594 BCX0"&gt;&lt;span style= "font-size: 12pt;"&gt;&lt;strong&gt;&lt;span class="TextRun SCXW246093594 BCX0" lang="EN-GB" xml:lang="EN-GB" data-contrast="auto"&gt;&lt;span class= "NormalTextRun SCXW246093594 BCX0"&gt;In This Episode:&lt;/span&gt;&lt;/span&gt;&lt;/strong&gt;&lt;/span&gt;&lt;/p&gt; &lt;ul&gt; &lt;li style="font-size: 12pt;"&gt;&lt;span style="font-size: 12pt;"&gt;2:23 - Steve introduces himself and shares what he does&lt;/span&gt;&lt;/li&gt; &lt;li style="font-size: 12pt;"&gt;&lt;span style="font-size: 12pt;"&gt;4:16 - The importance of clarity in cutting through today’s noisy digital landscape&lt;/span&gt;&lt;/li&gt; &lt;li style="font-size: 12pt;"&gt;&lt;span style="font-size: 12pt;"&gt;7:17 - How the brain’s RAS and WIIFM principles make messages stick&lt;/span&gt;&lt;/li&gt; &lt;li style="font-size: 12pt;"&gt;&lt;span style="font-size: 12pt;"&gt;9:20 - Staying authentic and relevant amid AI-generated content—and why clarity is the answer&lt;/span&gt;&lt;/li&gt; &lt;li style="font-size: 12pt;"&gt;&lt;span style="font-size: 12pt;"&gt;11:50 - Breaking down Steve’s four-step "Clarity Formula" for effective communication&lt;/span&gt;&lt;/li&gt; &lt;li style="font-size: 12pt;"&gt;&lt;span style="font-size: 12pt;"&gt;15:03 - How structuring information like a pyramid helps simplify messaging and win over stakeholders while keeping audiences engaged&lt;/span&gt;&lt;/li&gt; &lt;li style="font-size: 12pt;"&gt;&lt;span style="font-size: 12pt;"&gt;17:57 - Why timeless communication principles still apply in the age of social media&lt;/span&gt;&lt;/li&gt; &lt;li style="font-size: 12pt;"&gt;&lt;span style="font-size: 12pt;"&gt;20:16 - Questions social marketers should ask to ensure their messages are clear and effective&lt;/span&gt;&lt;/li&gt; &lt;li style="font-size: 12pt;"&gt;&lt;span style="font-size: 12pt;"&gt;22:14 - Brand examples: what FedEx gets right, and UPS gets wrong about messaging&lt;/span&gt;&lt;/li&gt; &lt;li style="font-size: 12pt;"&gt;&lt;span style="font-size: 12pt;"&gt;26:35 - Using “memory darts” to create messaging that drives referrals&lt;/span&gt;&lt;/li&gt; &lt;li style="font-size: 12pt;"&gt;&lt;span style="font-size: 12pt;"&gt;31:26 - Steve’s advice for aspiring social pros&lt;/span&gt;&lt;/li&gt; &lt;/ul&gt; &lt;/div&gt; &lt;div class="OutlineElement Ltr SCXW246093594 BCX0"&gt; &lt;p class="Paragraph SCXW246093594 BCX0"&gt;&lt;span style= "font-size: 12pt;"&gt;&lt;strong&gt;&lt;span class="TextRun SCXW246093594 BCX0" lang="EN-GB" xml:lang="EN-GB" data-contrast="auto"&gt;&lt;span class= "NormalTextRun SCXW246093594 BCX0"&gt;Resources&lt;/span&gt;&lt;/span&gt;&lt;span class="EOP SCXW246093594 BCX0" data-ccp-props= "{"201341983":0,"335559740":259}"&gt; &lt;/span&gt;&lt;/strong&gt;&lt;/span&gt;&lt;/p&gt; &lt;/div&gt; &lt;div class="ListContainerWrapper SCXW246093594 BCX0"&gt; &lt;ul&gt; &lt;li style="font-size: 12pt;"&gt;&lt;span style= "font-size: 12pt;"&gt;&lt;a href="https://www.linkedin.com/in/swoodruff/" target="_blank" rel="noopener"&gt;Connect with Steve on LinkedIn&lt;/a&gt;&lt;/span&gt;&lt;/li&gt; &lt;li style="font-size: 12pt;"&gt;&lt;span style= "font-size: 12pt;"&gt;&lt;a href="https://stevewoodruff.com" target= "_blank" rel="noopener"&gt;Visit Steve’s Website&lt;/a&gt;&lt;/span&gt;&lt;/li&gt; &lt;/ul&gt; &lt;/div&gt; &lt;div class="OutlineElement Ltr SCXW246093594 BCX0"&gt; &lt;p class="Paragraph SCXW246093594 BCX0"&gt;&lt;span style= "font-size: 12pt;"&gt;&lt;span class="TextRun SCXW246093594 BCX0" lang= "EN-GB" xml:lang="EN-GB" data-contrast="auto"&gt;&lt;span class= "NormalTextRun SCXW246093594 BCX0"&gt;Visit &lt;/span&gt;&lt;/span&gt;&lt;a class= "Hyperlink SCXW246093594 BCX0" href= "http://www.convinceandconvert.com/podcasts/shows/social-pros-podcast/" target="_blank" rel="noreferrer noopener"&gt;&lt;span class= "TextRun Underlined SCXW246093594 BCX0" lang="EN-GB" xml:lang= "EN-GB" data-contrast="none"&gt;&lt;span class= "NormalTextRun SCXW246093594 BCX0" data-ccp-charstyle= "Internet Link" data-ccp-charstyle-defn= "{"ObjectId":"dd8b0ef6-4f85-4a62-96a4-31ed7d6078ca|34","ClassId":1073872969,"Properties":[469775450,"Internet Link",201340122,"1",134233614,"true",469778129,"InternetLink",335572020,"99",134234073,"true",134224902,"true",201334293,"0",335551500,"12673797",469778324,"Default Paragraph Font"]}"&gt;SocialPros.com&lt;/span&gt;&lt;/span&gt;&lt;/a&gt; &lt;span class="TextRun SCXW246093594 BCX0" lang="EN-GB" xml:lang="EN-GB" data-contrast="auto"&gt;&lt;span class= "NormalTextRun SCXW246093594 BCX0"&gt;for more insights from your&lt;/span&gt; &lt;span class= "NormalTextRun SCXW246093594 BCX0"&gt;favorite&lt;/span&gt; &lt;span class="NormalTextRun SCXW246093594 BCX0"&gt;social media marketers.&lt;/span&gt;&lt;/span&gt;&lt;/span&gt;&lt;/p&gt; &lt;/div&gt;</description>

Getting your message heard in today’s crowded digital world isn’t easy, but clarity in communication can make all the difference. Steve Woodruff, the King of Clarity, shares his 4-step formula to help social marketers create impactful, memorable...

Cut Through the Noise with the King of Clarity, Steve Woodruff

Social Pros shines the spotlight on social media practitioners, people doing the real work for real companies. Each episode includes insights from a leading social media professionals plus current trends and ideas in the social media industry, discussed and ratified or debunked by Daniel Lemin of Convince & Convert and Hannah Tooker of Lane Terralever. Finally, each episode ends with The Big Two where our guest gives us their rapid-fire answers to two important questions.

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