Tori Moore

I’m coming up on the end of my first 90 days at my new job. While it’s not an official “thing” where I work, I feels like a good time to reflect. While I’m technically in the healthcare industry, it feels more like retail marketing, an environment I hadn’t been in for more than a decade. A lot has changed. I’m not saying that is a bad thing. It’s just that I’m now old enough to have a memory of a fundamentally different environment. While it wasn’t the Mad Men days of presenting watercolor sketches to a roomful of middle aged men in suits, there was significantly less digital jobs and tools. I’m happy that the creative team environment feels the same. I am the only copywriter on a team with three designers and an associate creative director. Ever since I worked in the COSI Studio back in the late 90s, I’ve enjoyed collaborating with designers. It’s the one thing I truly missed when I shifted gears into longer-form writing a few years ago. While the work itself can get tedious and repetitive, I am bouyed by the creative change from fast-paced collaboration on bigger projects. Many of my co-workers are also my age, which is a huge change. For many years in retail marketing, I kept aging while everyone remained 35. Not that I inherently mind, but the widening gap in basic references sometimes makes for awkward lunches. For many years, I’ve seen many of my contemporaries rise in the ranks of leadership (a path that has never interested me), with many of them burning out or opting out for generalized “consultant” positions. My cubicle row has four people over 50, and that pleases me very much. My overall department—which includes accounts, strategy, creative, and production—is quite large, perhaps 100 people. Becasue of its size and because I have worked at many places in the industry in the same city for many years, I have run into many former coworkers. That’s one thing that I’m finding some true solace in. Early in my career, I felt rather “other” because I had the tendency to jump from job to job. While that routine suited me well, I often wondered how it looked to others. Now, that is the norm. Here’s to settling in and moving forward.

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Hello LinkedIn friends! Hoping for your help again. I’m looking for someone to help lead / execute a consumer journey mapping project. A few bullets for consideration re the role: - Help identify moments that matter during the customer journey -View into the holistic consumer experience as they engage with the brand -Help identify opportunities to drive consideration as consumers explore the category If interested, plz email [email protected] OR tag potential leads! Thank you!! #hiring #insights #marketing #consumerinsights

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This week I saw a brand announce a careers presence on TikTok because it was a great way to connect with Gen Z candidates. That feels like a huge miss. Why? 📍Half of TikTok's users are over 30, and their 30-49 demographic is growing faster than the 18-34 audience. 📍40% of millennials use TikTok 📍Millennials are far more likely to follow and tag a brand account than Gen Z So please don't pigeonhole your TikTok strategy to just a Gen Z audience. TikTok careers content strategy for millennials? 🔨Inspiring and aspirational career stories from millennial employees 🔨Long form. Millennials have a much longer attention span than Gen Z 🔨Job hunting hacks / tutorials 🔨Nostalgia - because we're old enough! 🔨 UGC connects well with millennial audiences who are more cautious decision makers than Gen Z I'd love to hear about brands that are really nailing it for millennial content on TikTok - or maybe even Gen X! #tiktok #millennials #employerbrand

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I have a lot of hot takes on this 🔥 According to a new report (link in comments) from Sprout Social, Inc., Gen Z doesn't care if the influencers they follow are authentic. They care more about the influencer's follower count, posting frequency, and entertainment value. 🔥 MY HOT TAKES 🔥 🔥 Influencers ARE NOT Personal Brands UNLESS they are being authentic. (That's the "personal" part). Otherwise, they are just TV characters you tune into. 🔥 The influencer model is the TV model. Entertain. Attract viewership. Monetize with commercials. But nobody is buying that person's $500 course or $3,000 service. That's where Personal Branding comes in. (peeps the Alex Hormozi video in the comments that talks about exactly this). 🔥 GenZ is young and likes shiny, fun things. Like the report said, older generations look for authenticity. As we get older we look past the makeup and jokes for more genuine, authentic connection. But I want to hear from you. What do you think about this? Do you care if the people you follow are being authentic? When would you still follow someone even if you knew they weren't being authentic? ___ #authenticity #influencer #socialmedia #Genz

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Pro PR Tip 💡🦈 Always have three key brand messages that you can circle back to in interviews. This is your lifeline in any interview. News cycles move fast & trending topics blow in like a hurricane - making for exciting, fast-moving and timely coverage that's extremely valuable. However, you always want to be anchored in your brand's messaging at all times - making sure that the perception of your brand is cohesive in every media conversation you have. This way, you can talk trending news all day long, and your ideal customer will still know exactly who you are and what you stand for. This also makes the media whirlwind much less "whirly" and a lot more grounded, especially during the holiday season where seasonal topics are the priority and a great opportunity - but one you want to optimize every chance you get. 🔥P.S. All you want for Christmas is some media coverage?🎁 Make sure to subscribe to our monthly newsletter bit.ly/fintechfriends for more easy, actionable, and seasonal PR tips to help your company make holiday headlines! #pr #publicrelations #pragency #startups #fintech

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How TikTok Transformed My Career in Just 3 Months... In just three months, TikTok revolutionized both my career and my role at Snap Supplements. After leading the influencer social media department for 3.5 years with minimal success, the launch of TikTok Shop changed everything. It gave me the platform to apply all I had learned during those years. Within three months on TikTok, Snap Supplements rose to the #2 spot among all health brands. This rapid growth gave me the opportunity to build my own team, which has been one of the most rewarding experiences of my career. Out of all my accomplishments, this stands as my #1 success. Each team member went through a rigorous hiring process that took weeks, sometimes months, to complete. The result? One of the best TikTok teams in the industry. Since, we’ve faced continuous challenges that caused us to lose our #2 position. But I’ve never been more proud of my team. Our constant pivoting, troubleshooting, and hustle have only made us more united and resilient. There’s still no clear light at the end of the tunnel, but that’s what makes this post so meaningful to me—knowing, even in the midst of the storm I can depend on this team to make it happen. Building this team and seeing what we’ve achieved together has been a fulfilling and rewarding experience. A huge thank you to TikTok and my founders for believing in me. Mason Bertrand Lauren Fox Jacqueline Urzua Dan Rebro David Koroteyev #tiktok #tiktokshop #tiktokshop #snapsupplements #teambuilding #careergrowth #leadership

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Is this it? The company I work for (Peloton Interactive) had another round of layoffs yesterday. I was personally spared, however many members of my team were let go. And many good people I know were impacted as well. We join the ranks of many companies reducing their workforces. In this challenging time I was reflecting on the past two years in the employment marketplace and how this trend has continued, typically followed by stock price bounce backs. It's a tough time for companies all around. It's an even tougher time for the work forces who keep these companies running. Yesterday I sat in a meeting, with a leader I truly respect, who was crushed by the amount of tough conversations she was tasked with having with people being let go. And I couldn't help but ask myself - "Is this it?" Is this the best way? Am I expected to deal with situations like this for the next 30 years of my career until I retire? Are my peers? Are we all expected to continue to prioritize the profitability of companies/shareholders over the individuals who keep those companies running? It just seems odd to me that this is where we've landed as a society. It's totally rational that this is happening because this is the way we've all decided for profit companies should run. But should they? I'm not going to sit here and pretend I have an idea for a better system. I'm not an economist. I'm not going to talk through the financial implications of not doing these layoffs. I understand they're necessary to keep companies running. All I'm saying is, I wish there was a better way. #layoff #mentalhealth

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Came across this post and had to share - so many good candidates for jobs get left out of consideration because companies hold so tightly to the tools they use - social media planning tools, project management tools, etc. - it's rather sad. And don't get me started on recruitment companies - all they do is hold onto those keywords of specific applications, instead of educating themselves in the spectrum that could make up their candidate. From my own experiences - I have not once come into a situation having been "trained" on the tool a company uses. My work ethic leads me to learning that system and tool as fast as I can. From videos to clicking around and finding out, it's so easy for a good worker to get up to speed fast. All they need is that opportunity. So, if they feel right, but don't have the experience- give them the opportunity, and I promise you'll be happy.

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As a social media manager, repeat after me: "We will not do anything extra that we are not getting paid for." 🗣️ People often expect us to do the work of an entire team while paying us in peanuts. Are you compensating us like a full team? Spoiler alert: no. If you're willing to pay, we might add a few tasks we're skilled at, but generally, it's a hard pass. We need to master the art of saying no! #socialmediamanager #socialmediamanagement #SMM #socialmediaexecutive

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Trend prediction: *Fashionable* women’s fan merch is about to BOOM. Between the increased viewership in NFL, Kristin Juszczyk's deal, and Caitlin Clark's Prada looks, we're about to see a renaissance in fashionable fandom for women. It's funny... I remember my first time visiting the University of Michigan (my alma matter) in 2011 and seeing the women's football apparel. Let's just say... it wasn't cute. However, the last time I was on campus, they had a Victoria's Secret AND Lululemon section in the official school store. But even with these brand collaboration expansions, we’ve only touched the tip of the iceberg in terms of what women’s sports apparel could be. Imagine: 💙 SKIMS x NBA Matching Sets 💙 Off-White x Brooklyn Nets Dresses 💙 LV x LV collab with the Las Vegas Raiders x Louis Vuitton Players are making sports into a fashion show, so why shouldn’t the fans do the same? What brands would you want to see get into women's fan merch? #brandedmerch #brandmarketing #womensfashion

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As a social media manager, I don’t believe in deleting content. Platforms are so fickle, and when even something as slight as the time you hit post can effect content performance, it’s not worth punishing, demonizing, nor catastrophizing your content or your team when performance doesn’t surpass benchmarks. Simply analyze the data and try it a different way! #ceronne #socialmediamanager #LinkedInCreator

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PSA: The employee advocacy content that your social team creates should just be a part of the content mix that you post. Sprinkle in posts about your personal interests, thoughts on your industry, career aspirations, coworker shoutouts, articles you've found interesting, and anything else you feel would be a good fit.

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Ren Rant: When your photography is used in paid ads 😎👇🏼 I’ve been privileged to work with Cali Raised LED while building my Tacoma. I’m actually dropping a bunch of new content for them soon, but as I was doing some research I saw a familiar image 😏 I share this for two reasons: 1.) My photography is sucking less and less as time progresses 😅. I’d recommend to any digital marketing professional to continually diversify your skill sets. Don’t be monolithic - you’re a human being that contains multitudes, use them! 2.) UGC is a viable path for brands to source high quality imagery for their ads. Not only does this aid in “freshness” but overall relatability. All this to say, imagery is important. Invest in solid imagery for all aspects of your marketing. As the saying goes, “a picture is worth a thousand words”.

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Do you think creators play a role in misinformation on social media?  Perinatal brand Needed, thinks so — and they’re doing something about it. Needed built an entire educational program on Instagram, @neededacademy for their brand partners and influencers. Before creators can represent the brand on social media, they must complete and pass this comprehensive curriculum. Here’s 3 things brands can learn from Needed’s approach: 📱Go where your audience is. Needed Academy's Instagram-based platform offers a convenient and accessible way for creators to learn at their own pace. 📱Make it accessible. While the program is tailored for brand partners, it's open to anyone interested in learning—from health practitioners to moms. 📱Make it engaging. Needed's curriculum incorporates videos, infographics, and other visual elements to keep creators interested and engaged. Do you think this is the future of influencing responsibly? & if you’re interested, you can read more about Needed Academy in my latest Forbes article: https://lnkd.in/gAMR9zWD #influencermarketing #creatormarketing #creatoreconomy

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When I had my final interview at UserEvidence, I told the team something that I thought they *may* fight me on... I told them that I thought (at least) 30% of my time in the content marketing seat should be spent NOT creating branded content. Instead, it would be spent advising, strategizing, and creatively supporting our key internal thought leaders. Aaaaand spoiler alert: THEY AGREED (if they hadn't, I prob wouldn't have taken the job TBH.) So, here are the 3 things I'm doing to get our internal thought leadership program off the ground: 1️⃣ Processes + Prompts I've created shared calendar views (heeey Notion's new calendar integration) that I put calendar holds for creating and posting LinkedIn posts (a key channel for us). In those cal holds, I put a prompt + key stats, reference points, or CTAs that I'd like them to include. This keeps topics and priorities aligned with our other content programs. All boats are rowing in the same direction. 2️⃣ Q'ly Video Interviews Ya can't take the journalist out of me!! I love doing video interviews because the content is *so* repurpose-able. So I'll be doing a q'ly video interview with each of our internal thought leaders to ask them questions that I think will support our POV and key messages for the quarter. Today, I'm getting some reactions from Evan Huck on stats from our original research report so that I can pull quotes and clips for podcasts, blogs, social posts, etc. aaaaaaall quarter long. 3️⃣ NOTHING GOES UNTRACKED Beam Content 💡 set us up with Shield, which gives us access to growth + engagement metrics for all of our thought leaders' LinkedIn profiles. No more shrugging when asked if thought leadership content is working. We've got engagement and audience targets as part of my OKRs for the quarter. What else should I be doing as we get this program up and running? (ps nature walks w/ jill is officially a thing now)

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3 HIGHLY Underrated skills to have as a Social Media Professional 👇 👉 The ability to make decks (yes…decks) to communicate and convey strategy to team members 👉 Being scrappy and making big things happen with limited resources. Creativity doesn’t have to break the bank! 👉 The ability to move fast while maintaining content quality. Social moves SO fast, so we have to as well. What would you add?

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📣 Is your brand investing in influencer marketing? If not, you might want to read this one. I recently had a conversation with zoë hartsfield from Apollo.io where she talked about why thinking of influencers as your brand's besties, and spreading the word in their circles is a strong approach for businesses. Surprisingly, influencer marketing is not just limited to B2C brands but if smartly played, B2B companies can also benefit from this. In Zoe's words, "People buy from people they like, people they trust. They buy from brands they like and align with." You can read the full article here and if you are looking for more insightful content with a dash of sass, subscribe to our G2 Tea newsletter. ☕ 🔥 https://lnkd.in/gASGbWrx https://lnkd.in/gjR-ZNfM . . #influencermarketing #marketing #ai #industryleaders

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a few work wins in my first month! -tweaked current outreach strategy to increase opt in rate for gifting -started building relationship with a Major creator and she posted for the first time this week 💕 -A/B tested two very different types of whitelisted content for Sephora sale and saw a high CTR on one -Brainstormed some epic event ideas -Vetted 6+ tech tools & decided which one was right for us! -Organization , organization, organization. The non glamorous behind the scenes data part that will help us make better decisions moving forward! #influencermarketing

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