JB + AJ LI plan

LI Plan

LI Plan

Content pillar

Focus

Speaks to Head of Marketing, SMM’s, IMM’s, retention & loyalty team’s pain points (brand-love, loyalty, sentiment, day-to-day execution)

Speaks to CMO, VP of Marketing, Marketing Director priorities (growth strategy, data, ROI, innovation)

Educational and engagement (How-to / playbook posts that teach something tangible and save followers time)

• Carousel post on 3 ways to turn comments into loyalty-program points (with real DM copy you can steal) • Breakdown of Shopkick’s 61 % engagement lift after launching Social Loyalty • Sentiment-analysis checklist for Reels & TikTok comments • Template: weekly social-health analytics sheet (impressions → engagements → superfan score)

• Data → Discovery → Demand flywheel for modern commerce • ROI math on shoppable DM journeys vs. link-in-bio funnels • One-pager screenshot: attribution dashboard showing social → PDP/loyalty program/ clicks

Engagement (Posts whose primary goal is to keep the accounts engaged, get reactions and comments)

• Poll: “If your brand could only reward one action on IG, which would you pick?” (comment, save, share, UGC) • #FriendlyRoast thread: share a metric (e.g., reply time) and let peers guess the benchmark before revealing answer • Caption-this image of chaotic social inbox to prompt war-stories

• Quick quiz in comments: “Which growth lever are you under-using—Data, Discovery or Demand?” auto-DM a one-pager to voters • Ask-me-anything about community-driven growth (collect questions for future posts) • Run a LinkedIn poll on what CMOs fear most about privacy changes (feeds later thought-leadership post)

News / timely

• Hot-take on the latest Instagram API update and what it means for comment-automation • New loyalty-tool integrations round-up (e.g., Yotpo + Klaviyo) with JB’s POV

• Funding / M&A notes: “What Adobe’s $xxB CDP acquisition signals for first-party-data arms-race” • Algorithm shifts that change discovery economics (TikTok search overtaking Google)

Thought leadership (Vision & frameworks)

• “Brand-Love Ladder”: 5 stages from passive follower → advocate (with metrics at each stage) • Arguing that SMM teams should own loyalty, not email

• Reframing community as a profit center • Why CAC inflation makes community data a board-level issue

Strategic narrative (Story that positions Scrollmark in the market)

• Managing social engagement is table-stakes - activating it is the win (sets up Scrollmark’s automation + loyalty angle)

• Build profitable communities that power your growth strategy - walk through why this beats point-solutions

Strong POV / contrarian

• Stop chasing viral reach - chase repeat commenters • Loyalty is a behavior you engineer on social

• CDPs without social-behavior enrichment are glorified email lists • Attribution should start at the comment, not the click

Miscellaneous / human

•Screenshot of goofy internal emoji reactions to a customer’s DM • Lesson-learned thread from JB’s GRIN sales days (storytelling)

• How raid-party dynamics informed Scrollmark’s CS rituals (ties to AJ’s esports past) • Forbes 30-Under-30 reflection on scaling culture

Scrollmark-centric (Soft promotion - add value first)

• Mini-case snapshots: Cozy Earth giveaway → 3.6 k emails. Dan-O’s 1,560 emails in 30 days. • Short Loom demo of Social Loyalty rules engine

• Data-story post on aggregate 90 % DM open / 25 % CTR across customers • Leadership POV on why Scrollmark is bundling community AI + social CRM (tie to board-level trends) • Invitation to virtual round-table on community-driven growth (AJ + JB host with Kevin Miller as guest)

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