Discover esm²: the podcast by Iconosquare

Strategies and hidden techniques of marketers like you.
We are the one working behind the scenes of the shiny Instagram Stories, Facebook posts or LinkedIn updates.

"Trust at the Heart of Successful Influencer Marketing" - Joël Gaudeul from Hivency

"Trust at the Heart of Successful Influencer Marketing" - Joël Gaudeul from Hivency

Any idea how to select the right influencers to help market your brand effectively? Thinking a little nudge in the right direction wouldn't go amiss? Joël Gaudeul is CRO at Hivency and I was lucky enough to be able to ask him all the questions you'd probably have asked him yourself... I hope! If you're considering taking the plunge into the sea of social media influencers, listen to this episode first.

Season 1, episode 13

"The Perfect Referral Marketing Recipe" - Raúl Galera from ReferralCandy

"The Perfect Referral Marketing Recipe" - Raúl Galera from ReferralCandy

New trends, best practices, what not to do... Raúl Galera from ReferralCandy really knows his stuff when it comes to influencer marketing and referral strategies.


Learn from the best in this episode as I ask Raúl about his best customer use cases, his hot tips for influencer marketing and so much more!

Season 1, episode 12

"Top of the Podium for UGC Strategy" - Andy Griffiths from Asics

"Top of the Podium for UGC Strategy" - Andy Griffiths from Asics

We've all heard about the advantages of using UGC (User-Generated Content) on social media.

Authentic content, created by real, satisfied customers... what more could you ask for!?

Andy Griffiths from Asics saw this opportunity and he took it. The Europe-based sidekick account, @asicsfrontrunner is literally a community composed of runners who adore Asics products. They post top-quality content on Instagram, and that content helps the brand to make sales. So simple and yet so clever!

Listen to find out more about Andy's strategy.

Season 1, episode 11

"Challenging Stereotypes on Social" - Yaron Jacobs from Sloggi

"Challenging Stereotypes on Social" - Yaron Jacobs from Sloggi

Sloggi is one of those household brand names that everyone is familiar with.

So it may surprise you to know the intricacies of what happens behind the scenes of the brand's social media channels.

Yaron Jacobs is a true expert in social media strategy building, and has a lot to teach us about storytelling and marketing versus simple advertising on Instagram in particular.

Check out this episode without hesitation. And go follow @sloggi on Instagram now!

Season 1, episode 10

"Teaching Science Through Social Media" - Loïc Bommersbach from CERN

"Teaching Science Through Social Media" - Loïc Bommersbach from CERN

The European Center for Nuclear Research is incredibly active on social media. And that's mainly thanks to Loïc Bommersbach and his attention to detail when building the ever-improving communication strategy.

Want to learn about science while scrolling Insta?

Loïc has made that possible.

When you're done listening, head on over to @cern to check out the mind-boggling content it has to offer!

Season 1, episode 09

"Successfully Engaging with Gen Z"  Louis Marty from Merci Handy

"Successfully Engaging with Gen Z" Louis Marty from Merci Handy"

Louis Marty, CEO of Merci Handy shares some expert tips on engaging with the elusive Generation Z.

Ever wonder about the techniques used to engage with Gen Z on social media? Or even just how to capture that engagement during the unique window of opportunity on Instagram for example?

Having exponentially grown his company over the past six years and strived to specifically his content at Gen Z, Louis has become something of a social media guru - and believe me, he really knows what he's talking about. Don't forget to check out @mercihandy on Instagram!

Season 1, episode 08

"Engaging Football Fans with Bespoke Content" - Christian Millar from 9024 Media

"Engaging Football Fans with Bespoke Content" - Christian Millar from 9024 Media

Whether you do social media for celebrities, as a freelance SMM or from within an agency, or you're just a big sports fan, this episode of esm² ought to leave you begging for more!

Christian Millar works at 9024 Media, a digital agency specialising in football players' social media presence. As Head of Player Services, Christian's job is to ensure that everything runs smoothly for the players signed up, to meet their nearest and dearest, listen to their social media needs and alongside his team, produce content for each individual player's social media accounts.

I mean, if you're a fan of football and social media, this job is like a dream!

Christian has a lot to offer and some cool stories to tell.

Season 1, episode 07

"The Importance of Brand Storytelling on Social Media" - Meg Coffey from Coffey & Tea

"The Importance of Brand Storytelling on Social Media" - Meg Coffey from Coffey & Tea

​If you manage the social media accounts of multiple brands, within an agency or freelance, for example, this episode will motivate you and give you some great tips to keep a level head and shoot for the stars.

The interview covers topics such as:

  • How to tell the perfect story to sell your product or service on social media (and how to tailor it to the audience you're targeting!)
  • Social media and mental health - how to be happy and have a happy team
  • Letting go of unhelpful metrics to focus on the money-makers

Hope you love this episode and find Meg as insightful as I did! Check out Coffey and Tea's work here.

Season 1, episode 06

"Observing the new social media trends of college students" - Andrea Estey from UVM (Part 2 of 2)

"Observing the new social media trends of college students" - Andrea Estey from UVM (Part 2 of 2)

If you're managing the social media accounts of an institute of higher education, look no further than this insightful 2-part episode with Andrea Estey.

In part 2 we chat about:

  • A successful UGC campaign Andrea ran on the university's Instagram (@universityofvermont) and how she set it up A-Z
  • Some new social media behavior she's noticed working alongside college students
  • The role social media plays in the decision-making process of prospective students when they choose to apply to UVM

Enjoy!

Season 1, episode 05

"Managing a university's social media presence" - Andrea Estey from UVM (Part 1 of 2)

"Managing a university's social media presence" - Andrea Estey from UVM (Part 1 of 2)

If you're managing the social media accounts of an institute of higher education, look no further than this insightful episode with Andrea Estey.

We talk about:

  • TikTok content, and the ever growing popularity of the platform amongst younger generations
  • The key figures Andrea pays attention to for performance tracking on Instagram
  • Where Andrea's inspiration for the great content she sources and creates for the University's account

Happy listening! And don't forget to check out @universityofvermont on Instagram!

Season 1, episode 04

"What not to post as a brand on social media" - Geoff Faber from Syatt Media (Part 2 of 2)

"What not to post as a brand on social media" - Geoff Faber from Syatt Media (Part 2 of 2)

Lots of valuable tips in this interview with Geoff, who works as a Digital Marketing Specialist at digital agency, Syatt Media.

If you missed part 1, go check it out first for Geoff's tips on where to be (and where not to be) on social media, how to adapt content to each social  channel, strategies to try out on TikTok for businesses, social media reporting for different clients depending on their business objectives and not forgetting some of the key metrics he turns to for performance tracking on Instagram!

In part 2, we chat about:

  • A great Facebook ads project Geoff worked on with some surprising results
  • A social media flop that he dealt with
  • What not to post as a brand on social media
  • An educated theory on how the Instagram algorithm works
  • Where he gets all of his content inspiration for his clients' Instagram feeds

Enjoy!

Season 1, episode 03

"Where to be (and where not to be) on social media" - Geoff Faber from Syatt Media (Part 1 of 2)

"Where to be (and where not to be) on social media" - Geoff Faber from Syatt Media (Part 1 of 2)

Lots of valuable tips in this interview with Geoff, who works as a Digital Marketing Specialist at digital agency, Syatt Media.

If you're interested in getting some top-notch insights from a social media professional who works alongside brands daily, to create social content and build engagement, this episode will be just your cup of tea.

In part 1, we chat about:

  • Strategies to try out on TikTok for businesses
  • Some of the key metrics he turns to for performance tracking on Instagram
  • Social media reporting for different clients depending on their business objectives
  • Where to be (and where not to be) on social media
  • How to adapt content to each social channel

Part 2 promises to be just as inspiring and informative as part 1, so make sure you check it out when you're done with this episode!

Season 1, episode 02

"Extreme social media management" - Jessica Horn from Horn Media

"Extreme social media management" - Jessica Horn from Horn Media

Managing the social media presence of her father, the extreme explorer... This is what Jessica Horn, along with her sister, Annika, has dedicated herself to.

Chatting with Jessica was so inspiring! If you're interested in what happens behind the scenes at the family business that is Horn Media, like:

  • building the brand image
  • working with sponsors
  • creating and distributing the content
  • managing climate disturbances and other hazards that come with being out in the wild...!

Just knowing that her business relies on her father's survival while on his expeditions makes Jessica's job kind of unique, meaning our first episode of esm² is a well of knowledge and inspiration from a passionate SMM - don't miss it. And don't forget to check out @mikehornexplorer on Instagram!

Season 1, episode 01

Tutorial: How to Improve your Instagram Engagement Rate

Tutorial: How to Improve your Instagram Engagement Rate

Even as recently as three years ago, brands and creators could achieve great engagement with high quality content and strategic hashtagging. That was enough. Today, the rules have changed. High quality imagery and hashtags are still super important. But to maintain a good Instagram engagement rate, there’s some other things social media marketers should be aware of.

Tutorial: Best Time to post on TikTok

Tutorial: Best Time to post on TikTok

Every creator, influencer, and brand on TikTok has followers located in different time zones. It is important that you find the best time to post on the platform based on your audience.

There is no one size fits all.

In this episode of esm², you will learn how to use TikTok analytics to find out the best time to post on TikTok.

"Trust at the Heart of Successful Influencer Marketing" - Joël Gaudeul from Hivency

"Trust at the Heart of Successful Influencer Marketing" - Joël Gaudeul from Hivency

Any idea how to select the right influencers to help market your brand effectively? Thinking a little nudge in the right direction wouldn't go amiss? Joël Gaudeul is CRO at Hivency and I was lucky enough to be able to ask him all the questions you'd probably have asked him yourself... I hope! If you're considering taking the plunge into the sea of social media influencers, listen to this episode first.

Season 1, episode 13

"The Perfect Referral Marketing Recipe" - Raúl Galera from ReferralCandy

"The Perfect Referral Marketing Recipe" - Raúl Galera from ReferralCandy

New trends, best practices, what not to do... Raúl Galera from ReferralCandy really knows his stuff when it comes to influencer marketing and referral strategies.


Learn from the best in this episode as I ask Raúl about his best customer use cases, his hot tips for influencer marketing and so much more!

Season 1, episode 12

"Top of the Podium for UGC Strategy" - Andy Griffiths from Asics

"Top of the Podium for UGC Strategy" - Andy Griffiths from Asics

We've all heard about the advantages of using UGC (User-Generated Content) on social media.

Authentic content, created by real, satisfied customers... what more could you ask for!?

Andy Griffiths from Asics saw this opportunity and he took it. The Europe-based sidekick account, @asicsfrontrunner is literally a community composed of runners who adore Asics products. They post top-quality content on Instagram, and that content helps the brand to make sales. So simple and yet so clever!

Listen to find out more about Andy's strategy.

Season 1, episode 11

"Challenging Stereotypes on Social" - Yaron Jacobs from Sloggi

"Challenging Stereotypes on Social" - Yaron Jacobs from Sloggi

Sloggi is one of those household brand names that everyone is familiar with.

So it may surprise you to know the intricacies of what happens behind the scenes of the brand's social media channels.

Yaron Jacobs is a true expert in social media strategy building, and has a lot to teach us about storytelling and marketing versus simple advertising on Instagram in particular.

Check out this episode without hesitation. And go follow @sloggi on Instagram now!

Season 1, episode 10

"Teaching Science Through Social Media" - Loïc Bommersbach from CERN

"Teaching Science Through Social Media" - Loïc Bommersbach from CERN

The European Center for Nuclear Research is incredibly active on social media. And that's mainly thanks to Loïc Bommersbach and his attention to detail when building the ever-improving communication strategy.

Want to learn about science while scrolling Insta?

Loïc has made that possible.

When you're done listening, head on over to @cern to check out the mind-boggling content it has to offer!

Season 1, episode 09

"Successfully Engaging with Gen Z"  Louis Marty from Merci Handy

"Successfully Engaging with Gen Z" Louis Marty from Merci Handy"

Louis Marty, CEO of Merci Handy shares some expert tips on engaging with the elusive Generation Z.

Ever wonder about the techniques used to engage with Gen Z on social media? Or even just how to capture that engagement during the unique window of opportunity on Instagram for example?

Having exponentially grown his company over the past six years and strived to specifically his content at Gen Z, Louis has become something of a social media guru - and believe me, he really knows what he's talking about. Don't forget to check out @mercihandy on Instagram!

Season 1, episode 08

"Engaging Football Fans with Bespoke Content" - Christian Millar from 9024 Media

"Engaging Football Fans with Bespoke Content" - Christian Millar from 9024 Media

Whether you do social media for celebrities, as a freelance SMM or from within an agency, or you're just a big sports fan, this episode of esm² ought to leave you begging for more!

Christian Millar works at 9024 Media, a digital agency specialising in football players' social media presence. As Head of Player Services, Christian's job is to ensure that everything runs smoothly for the players signed up, to meet their nearest and dearest, listen to their social media needs and alongside his team, produce content for each individual player's social media accounts.

I mean, if you're a fan of football and social media, this job is like a dream!

Christian has a lot to offer and some cool stories to tell.

Season 1, episode 07

"The Importance of Brand Storytelling on Social Media" - Meg Coffey from Coffey & Tea

"The Importance of Brand Storytelling on Social Media" - Meg Coffey from Coffey & Tea

​If you manage the social media accounts of multiple brands, within an agency or freelance, for example, this episode will motivate you and give you some great tips to keep a level head and shoot for the stars.

The interview covers topics such as:

  • How to tell the perfect story to sell your product or service on social media (and how to tailor it to the audience you're targeting!)
  • Social media and mental health - how to be happy and have a happy team
  • Letting go of unhelpful metrics to focus on the money-makers

Hope you love this episode and find Meg as insightful as I did! Check out Coffey and Tea's work here.

Season 1, episode 06

"Observing the new social media trends of college students" - Andrea Estey from UVM (Part 2 of 2)

"Observing the new social media trends of college students" - Andrea Estey from UVM (Part 2 of 2)

If you're managing the social media accounts of an institute of higher education, look no further than this insightful 2-part episode with Andrea Estey.

In part 2 we chat about:

  • A successful UGC campaign Andrea ran on the university's Instagram (@universityofvermont) and how she set it up A-Z
  • Some new social media behavior she's noticed working alongside college students
  • The role social media plays in the decision-making process of prospective students when they choose to apply to UVM

Enjoy!

Season 1, episode 05

"Managing a university's social media presence" - Andrea Estey from UVM (Part 1 of 2)

"Managing a university's social media presence" - Andrea Estey from UVM (Part 1 of 2)

If you're managing the social media accounts of an institute of higher education, look no further than this insightful episode with Andrea Estey.

We talk about:

  • TikTok content, and the ever growing popularity of the platform amongst younger generations
  • The key figures Andrea pays attention to for performance tracking on Instagram
  • Where Andrea's inspiration for the great content she sources and creates for the University's account

Happy listening! And don't forget to check out @universityofvermont on Instagram!

Season 1, episode 04

"What not to post as a brand on social media" - Geoff Faber from Syatt Media (Part 2 of 2)

"What not to post as a brand on social media" - Geoff Faber from Syatt Media (Part 2 of 2)

Lots of valuable tips in this interview with Geoff, who works as a Digital Marketing Specialist at digital agency, Syatt Media.

If you missed part 1, go check it out first for Geoff's tips on where to be (and where not to be) on social media, how to adapt content to each social  channel, strategies to try out on TikTok for businesses, social media reporting for different clients depending on their business objectives and not forgetting some of the key metrics he turns to for performance tracking on Instagram!

In part 2, we chat about:

  • A great Facebook ads project Geoff worked on with some surprising results
  • A social media flop that he dealt with
  • What not to post as a brand on social media
  • An educated theory on how the Instagram algorithm works
  • Where he gets all of his content inspiration for his clients' Instagram feeds

Enjoy!

Season 1, episode 03

"Where to be (and where not to be) on social media" - Geoff Faber from Syatt Media (Part 1 of 2)

"Where to be (and where not to be) on social media" - Geoff Faber from Syatt Media (Part 1 of 2)

Lots of valuable tips in this interview with Geoff, who works as a Digital Marketing Specialist at digital agency, Syatt Media.

If you're interested in getting some top-notch insights from a social media professional who works alongside brands daily, to create social content and build engagement, this episode will be just your cup of tea.

In part 1, we chat about:

  • Strategies to try out on TikTok for businesses
  • Some of the key metrics he turns to for performance tracking on Instagram
  • Social media reporting for different clients depending on their business objectives
  • Where to be (and where not to be) on social media
  • How to adapt content to each social channel

Part 2 promises to be just as inspiring and informative as part 1, so make sure you check it out when you're done with this episode!

Season 1, episode 02

"Extreme social media management" - Jessica Horn from Horn Media

"Extreme social media management" - Jessica Horn from Horn Media

Managing the social media presence of her father, the extreme explorer... This is what Jessica Horn, along with her sister, Annika, has dedicated herself to.

Chatting with Jessica was so inspiring! If you're interested in what happens behind the scenes at the family business that is Horn Media, like:

  • building the brand image
  • working with sponsors
  • creating and distributing the content
  • managing climate disturbances and other hazards that come with being out in the wild...!

Just knowing that her business relies on her father's survival while on his expeditions makes Jessica's job kind of unique, meaning our first episode of esm² is a well of knowledge and inspiration from a passionate SMM - don't miss it. And don't forget to check out @mikehornexplorer on Instagram!

Season 1, episode 01

Tutorial: How to Get More Customer Testimonials on Instagram

Tutorial: How to Get More Customer Testimonials on Instagram

No matter what products or services you offer to your clients, it’s likely that you have competitors in the market who also hope for the attention of the same audience. Modern customers have too many choices, so they always buy from brands they trust. As a result, it’s no wonder that 87% of people check out customer testimonials when choosing a business.

Customer testimonials can truly affect the purchase decision. Find out how to collect them efficiently in a fun way in this episode! 

Tutorial: 3 Tips on How to Stop Feeling Exhausted When Marketing on Social Media

Tutorial: 3 Tips on How to Stop Feeling Exhausted When Marketing on Social Media

Keeping up with changing algorithm standards, posting at the right times, and ensuring your audience remains engaged are all reasons why social media marketing can be overwhelming. It seems like the trends and best practices change on a daily basis and it is exhausting to keep up. 

Since social media marketing is a mainstay for advertising, exhausted entrepreneurs need a new strategy to streamline social media marketing campaigns. There are three main keys that every marketer should adhere to in order to achieve consistent results and boost engagement without depleting all their time and energy. You'll hear them in this tutorial episode!

Content originally submitted by Nahla Davies.

Tutorial: Tips to Promote Your Freelance Skills on Social Media

Tutorial: Tips to Promote Your Freelance Skills on Social Media

Freelancers are often too naive when promoting themselves through social platforms. Posting beautiful content won’t attract clients to work with you, let alone a post that blatantly asks for a job. There are some tricks to make yourself stand out as a freelancer and get yourself found by clients.

Tutorial: Instagram trends to apply to influencer marketing in 2021

Tutorial: Instagram trends to apply to influencer marketing in 2021

Instagram’s recurring novelties result in regular surprises from the app. The app is constantly innovating to build the loyalty of its users and keep its place among the 10 most used social media apps. This short tutorial will walk you through Instagram Shopping, Instagram Guides, Reels and Stories, Live Shopping and the brand new Instagram Dashboard.

Tutorial: Hottest Instagram tips for 2021

Tutorial: Hottest Instagram tips for 2021

We love nothing more than helping you apply the most effective tactics to grow your community and successfully market your business through Instagram. So to stay ahead of these changes and ensure you’re focusing on the right things, we’ve compiled a handy list of priorities for 2021.

Tutorial: How to grow your Instagram organically

Tutorial: How to grow your Instagram organically

Right now, it seems like it’s harder than ever to grow your Instagram organically. So many of us have been experiencing a drop in engagement and follower numbers, which can be extremely frustrating when you’re sure you’re doing everything right.

Tutorial: How to Improve your Instagram Engagement Rate

Tutorial: How to Improve your Instagram Engagement Rate

Even as recently as three years ago, brands and creators could achieve great engagement with high quality content and strategic hashtagging. That was enough. Today, the rules have changed. High quality imagery and hashtags are still super important. But to maintain a good Instagram engagement rate, there’s some other things social media marketers should be aware of.

Tutorial: Best Time to post on TikTok

Tutorial: Best Time to post on TikTok

Every creator, influencer, and brand on TikTok has followers located in different time zones. It is important that you find the best time to post on the platform based on your audience.

There is no one size fits all.

In this episode of esm², you will learn how to use TikTok analytics to find out the best time to post on TikTok.

esm² by Iconosquare

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Every week, Emily interviews top brands, renowned influencers, and hidden agencies with one goal in mind: to understand what happens backstage of their social media strategies.

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Social media calendar

Get your hands on our free, downloadable 2021 Social Media Calendar with over 250 trending dates, all preloaded and ready to use.

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Need a hand using the multiple features Iconosquare has to offer? Wondering how you can use them to maximize your performance on social media? Check out our tutorials on YouTube.

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