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S03 E07: Behind the Scenes of Some Good News — Mitzi and Mike Payne Join Linda Hoang on Don't Call Me a Guru to Unpack SGN
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This episode is something a little different, in that your hosts, Mitzi and Mike Payne, are actually today’s guests. Linda Hoang on the Don’t Call Me a Guru Podcast, where they talked about the social media management they did for the global brand, Some Good News (SGN), a 2020 web series created as a way to spread positivity during the pandemic, hosted by American actor and filmmaker, John Krasinski. They share their approach and the lessons they learned while working on SGN’s social media, plus their advice for those doing similar work for organizations that might not be quite as fun as working for John Krasinski! You’ll also hear more about Mike and Mitzi’s backgrounds and some of Arcade’s portfolio highlights, as well as how they came to work with SGN, how they measured success for what was already a viral brand, and how they kept the audience engaged, even in-between seasons. Most importantly, they share their tips for rewarding engagement, dealing with the microscope of public opinion, and working under pressure when things change quickly, so make sure to tune in today!
Key Points From This Episode:
- Learn more about Arcade and how they came to manage social media for SGN.
- What they did for SGN and what their approach was to creating a brand for the show.
- Measuring success for what was already a viral brand; making people happy and having a charitable impact as well.
- How big Arcade is in terms of staff and how many hands were on deck for this project.
- Some of the other creative teams that Arcade worked with on SGN, like Senior Post.
- The importance of bringing in support; you don’t have to be an expert in everything!
- Mike reflects on dealing with negativity or trolls on a project about positivity.
- The crowdsourcing structure Arcade used to identify micro influencer-esque talent, or what they called SGN Global Correspondents.
- How Mike and Mitzi kept SGN’s audience engaged, even in-between seasons.
- Maintaining momentum by providing value for your followers that isn’t part of the campaign.
- Mitzi shares some challenges, lessons, and personal highlights from this project.
- One of the biggest challenges for Mike was learning to adapt when things change quickly.
- How marketers are often looked at as money machines rather than difference-makers.
- Tips for working on accounts that aren’t as fun as SGN: do what is creative, not trendy, and focus on leadership, not obligation.
- To close, Mitzi encourages collaboration and connection for other social media managers.
- Why Mike believes it’s an evolution, not a revolution that helps us get where we need to go.
Links Mentioned in Today’s Episode:
Some Good News (SGN) on Instagram
Some Good News (SGN) on YouTube
Waves with Mike (@mmmiiike) and Mitzi (@mmmitzi).
For more from Arcade, follow us on Instagram and TikTok @helloarcade. https://www.arcadearcade.ca/
S6 - present Production by Morgan Berna, editing by Harrison Neef.
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