.jpg)
In the fast-paced world of social media marketing, few names stand out as much as Brooke Sellas!
Known for her “Think Conversation, Not Campaign” mantra, Brooke's belief in the power of genuine, human interactions over other traditional marketing techniques has revolutionized how brands engage with their audiences.
And today’s blog is your opportunity to hear her story and be inspired by this innovative approach!
We sat down for an exclusive, 1:1 interview with Brooke Sellas to ask her our questions and hear all about the principles that shaped her approach and led her brand to success.
Who is Brooke Sellas?
Brooke Sellas is the founder and CEO of B Squared Media, a popular social media marketing agency especially known for its conversational approach to customer engagement.
Since 2012, Brooke and B Squared Media have become known as “the conversation company” and have helped companies of all shapes and sizes to connect with and influence their online communities through social media advertising and social media customer care solutions that put the customer first.
And now, it’s time to meet Brooke, hear about her unique journey, and learn more about how to build meaningful connections through your brand’s social media efforts.
Your journey from aspiring weather girl to successful entrepreneur is quite unique. Can you share how your early experiences shaped your approach to social media marketing and entrepreneurship?
It’s quite a long story, but in a past lifetime, I worked as the Director of Special Events for the Cystic Fibrosis Foundation. I was tasked with figuring out how to get young professionals interested in a disease that only affects 33,000 Americans, my sister being one of them. We decided to host a pub crawl around Dallas because we all agreed that free beer (for charity) gets nearly any young professional’s attention!
At the end of three months of planning, we had ten bars donating beer, 1750 young professionals signed up, and ended up grossing about $60,000 (16x what most first-time events make!). Eighty-eight chapters across the U.S. adopted our committee style. It was at that point I realized the power of relationships and conversations on social media. And pretty soon after, I started B Squared Media.
What inspired you to found B Squared Media, and how did your "Think Conversation, Not Campaign" mantra come about?
The pub crawl story had me look at social media much differently. I was an older adopter of Facebook, so I think I approached it more discerningly. While my job was to “campaign” for young professionals to get involved and hit a target goal of $5,000 for our first event, I was more interested in having conversations with these folks to understand what they wanted.
We know they wanted beer, LOL. They also wanted to spend part of their earnings with a charity. Giving back was important to them. Ultimately, it was the stories from those of us who were directly affected by cystic fibrosis that led them to do more.
Soon after, I did research on the Social Penetration Theory and relationship building. What I found was that my theory (combined with the SPT), was correct; brands that focused on conversations rather than campaigns had more followers, more engaged followers, and generally had a better return on social media activities.
Your company is known as the 'conversation company.' How do customer-centric strategies differ from traditional marketing approaches, and why are they crucial in today’s digital landscape?
At B Squared Media, we pride ourselves on being the 'conversation company.' Customer-centric strategies focus on engaging in meaningful, two-way dialogues with customers rather than the one-way communication typical of traditional marketing.
We find this approach to be an indispensable approach to the digital landscape because consumers expect personalized interactions and swift, empathetic responses when they have needs.
By truly listening and responding to those customer needs (and this goes far beyond social media), we’re able to build trust, foster loyalty, and create brand advocates much faster and more easily than brands stuck in the past.
‘Digital noise’ is everywhere; it’s overwhelming. So, genuine conversations stand out. They also go a long way in driving long-term success.
You emphasize social media customer care. Can you explain its importance and how it impacts brand loyalty and customer retention?
At B Squared Media, we define social media customer care or “social care” as the service of responding to the specific demands, questions, and pain points of your current and would-be customers via social media.
The name is deceiving because of the word ‘customer’ – but we’re talking about the customer now and the potential of a new customer. “Gain and retain” as we say.
A customer care program for social media is vital because it's where customers often turn for immediate support and interaction. By providing timely, empathetic responses on social platforms, we not only resolve issues quickly but also show customers that we value their experience.
This level of care fosters brand loyalty, as customers feel heard and appreciated. Additionally, positive interactions on social media can turn satisfied customers into brand advocates, significantly boosting customer retention.
Again, those quick, helpful, and genuine brand conversations are paramount, boosting brand’s online reputation in near real-time.
Your book, "Conversations That Connect," has been well-received. What motivated you to write it, and what key lessons do you hope readers take away?
I was so floored by my research on the Social Penetration Theory that I built an entire business around it … the whole, “think conversation, not campaign” premise. Nearly four years in, I kept hearing clients request what we now call social care. They started to see the power of conversations on social media and started asking me if we could do their community management, or cover their social media moderation, or build outbound social media engagement strategies for them (social selling).
Even though those things sound different, they're really one or more facets of social care. After listening to what my clients wanted and fine-tuning our processes, we tested our social care program with a luxury appliance brand. It exploded their growth. So, naturally, I needed to tell everyone about this cool thing we were doing, and wrote a book detailing the psychology behind my research and the SPT.
The book (Conversations that Connect) also details the tactical side of ‘doing the doing’ for those brands who want to build a social care program for themselves in-house.
What are some of the biggest challenges you’ve faced in the social media marketing industry, and how have you overcome them?
The brands that still embody a traditional approach don’t like to hear that what they’re doing is antiquated. They don’t like to admit that their engagement is in the toilet and that they’re too focused on content and not the outcome of said content.
They think brand conversations and sharing opinions and feelings as a brand is too “woo woo” or they say it’s too hard.
We work with retail brands, DTC brands, manufacturing brands, and even insurance and financial brands. They’ve all seen massive success. I think more brands are coming around to what we’re doing. But for those that don’t … I fear they’ll be crushed by the coming wave of modern customers and what they want.
With your experience teaching at elite universities and speaking at major events, how do you stay current with the latest trends in social media marketing?
I’m a practitioner first and foremost. I spend a healthy amount of time involved with our clients’ projects and strategies. This helps me stay on top of what’s happening in their worlds – what matters most, what challenges are they facing, what opportunities they’re excited about. Too many speakers and educators are no longer practitioners, and therefore disconnected from what’s “real” or reality.
I also read and write A LOT. These activities ensure I’m staying up to date with trends and patterns in social media marketing.
And lastly, I stay curious. When I see a trend, like AI, emerging, I’m the first one to jump in and start testing it out. However, I also show a healthy dose of restraint. I didn’t jump on Clubhouse, Crypto, or other fast fads. I talk to my network at length before diving head-first into something new.
Can you share some innovative strategies or tools that B Squared Media uses to stay ahead of the competition?
Social care itself is innovative and sets us apart. So, few social media agencies are using social media to ‘gain and retain’ customers for their clients through the digital customer lifecycle on social media channels.
We also leverage cutting-edge tools like AI for handling repetitive queries, providing 24/7 support, and gathering actionable insights from customer feedback. Additionally, we use advanced social listening tools to monitor and engage with our clients’ audiences proactively.
Even with these tools, our team does everything with the human touch in mind, ensuring that every interaction is empathetic and personalized. We truly aim to put the customer (our customers and their customers!) at the forefront of everything we do.
In today’s rapidly evolving digital landscape, how do you view the role of creatives in marketing?
The role of creatives—designers, copywriters, and similar professionals—is more critical than ever in marketing. As we navigate through the complexities of hyper-personalization, micro-influencers, and user-generated content, creatives serve as the bridge between brands and their audiences. They craft compelling narratives and visual elements that not only capture attention but also foster meaningful engagement and trust.
Creatives are instrumental in shaping brand experiences that resonate on a personal level. Their ability to tell stories that align with current trends and consumer behaviors ensures that marketing strategies remain relevant and impactful. Moreover, as technology continues to advance, creatives adeptly leverage new tools to enhance their work, making every piece of content a strategic asset in driving engagement and loyalty.
What are the key elements that brands should focus on to ensure their marketing efforts are both innovative and effective?
To ensure marketing efforts are both innovative and effective, brands should focus on these key elements:
- Customer-Centric Approach: Prioritize understanding and addressing customer needs and preferences.
- Data-Driven Insights: Leverage data to inform strategies, personalize interactions, and measure success.
- Creativity and Storytelling: Craft compelling and creative content that resonates emotionally with your audience and sparks conversation.
- Agility: Stay flexible and responsive to market changes and emerging trends.
- Omnichannel Presence: Maintain a consistent and engaging presence across all digital platforms - especially on the platforms where your customers spend the most time.
- Technology Integration: Utilize advanced tools like AI and social listening to enhance efficiency and effectiveness.
By combining these elements, brands can create impactful, memorable conversations/campaigns that drive engagement and loyalty.
How do you balance the use of data-driven insights with creative storytelling to create compelling campaigns that resonate with audiences?
Start by leveraging data to understand your audience’s preferences, behaviors, and pain points. This data should guide your creative process, ensuring your stories are relevant and targeted.
We like to craft narratives that resonate emotionally. Then, we use creativity to make the data come to life in an engaging and memorable way.
By continuously testing and iterating based on customer feedback, we refine our approach to ensure maximum impact. This blend of science and art will help you connect deeply with your audience and drive meaningful results.
How do you foresee the future of social media marketing evolving, and what should brands focus on to stay relevant?
The future of social media marketing will be shaped by increased personalization, AI-driven insights, and immersive experiences like AR and VR.
To stay relevant, brands should focus on:
- Hyper-Personalization: Use customer data to deliver tailored content and experiences that resonate on an individual level.
- AI and Automation: Leverage AI to optimize content delivery, customer interactions, and gather actionable insights in real-time.
- Authenticity and Transparency: Build trust by being genuine and open with your audience (vulnerability will get you everywhere).
- Community Engagement: Foster strong, interactive communities around your brand through fun and engaging conversations.
- Emerging Technologies: Embrace AR, VR, and other innovative technologies to create immersive and exciting experiences.
By staying agile and continuously evolving, brands can maintain their relevance and connect meaningfully with their audiences.
What advice would you give to aspiring social media marketers who want to make a significant impact in the industry?
Here’s my best advice based on 15+ years of experience in social media:
- Stay Curious: Continuously learn and stay updated with the latest trends and technologies in social media.
- Be Data-Driven: Leverage customer data to inform your strategies and measure your success. Understanding analytics is crucial.
- Embrace Creativity: Don’t be afraid to think outside the box. Creative storytelling sets you apart and resonates with audiences.
- Engage Authentically: Build genuine connections with your audience. Authenticity fosters trust and loyalty. (THINK CONVERSATION, not campaign!)
- Adapt Quickly: Social media is always evolving. Be flexible and ready to pivot your strategies as needed. Test, test, test!
- Focus on Value: Always aim to provide value to your audience, whether through informative content, engaging conversations, or exceptional customer service.
<div class="c-blog_comp-cta cc-component-1"><div class="c-blog_comp-cta-left"><div class="c-blog_comp-cta-left-wrap"><img src="https://global-uploads.webflow.com/61cdf3c5e0b8155f19e0105b/6369722e59155470b6840033_Potential-clients.png" loading="lazy" alt="" class="c-blog_comp-cta-left-img"></div></div><div class="c-blog_comp-cta-right"><div class="c-blog_comp-content"><div class="c-text-wrapper cc-mb-32"><div class="c-title-4 cc-bold"><strong>Want to save money without sacrificing the quality?</strong></div></div><div class="c-text-wrapper"><div class="c-text-2">Say goodbye to traditional, expensive agencies and unreliable marketplaces. Say hello to Designity.<br></div></div></div><div class="c-blog_comp-wrapper"><a href="/pricing" target="_blank" class="c-button cc-primary cc-inverted w-button"><strong>Get Your 2-Week Trial</strong></a></div></div></div>
Finally, what personal mantra or philosophy guides you in your professional life, and how has it influenced your success?
My personal mantra is “Think Conversation, Not Campaign,” which you now know is also our tagline. This philosophy works because it centers around the belief that genuine, two-way conversations are the key to building strong relationships and driving business growth.
By prioritizing meaningful interactions over traditional marketing campaigns, I’ve been able to create a more personalized and engaging experience … with my customers, cohorts, colleagues, and friends.
This approach has been instrumental in our success, helping us foster loyalty and trust among our clients and their customers. Conversations truly are at the heart of our growth wheel, guiding everything we do and ensuring we stay connected to our audience's needs and preferences.
