StubHub content guru Giuseppe La Paglia on social listening

Giuseppe La Paglia recently sat down with Carlota Pico to chat about his role as EMEA content marketing manager at American ticket exchange and resale company StubHub. He discussed how his former roles at Haiku Media and Eurosport paved the way for his current position, his favorite marketing moments throughout his career, and how StubHub has leveraged the power of content to retain audiences’ attention during lockdown.

Giuseppe also told us about his favorite social listening tools, explained practices for upgrading websites, and offered advice to those diving into marketing for the first time.

You can watch the full conversation in the video above or on YouTube, and listen to the podcast on Apple and Spotify.

Social listening is fundamental. Tracking hashtags, listening to your community, talking to your customers—it’s all vital, and you have to take advantage of all the resources that the digital world offers.

Rapid-fire recs

Tool or platform: “Hootsuite is a very powerful and easy-to-use social listening tool. BuzzSumo is also really powerful; you can search for a topic and see where it’s being talked about the most.”

Source of inspiration: Julio Velasco, an Argentinian professional volleyball coach. “Everyone is always saying that teamwork is an ethical issue, but he said it’s actually about the method and how to implement it.”

Book or resource: Contagious: Why Things Catch On by Jonah Berger. “He identifies the six aspects that make things catch on, and even though it was written in 2013, it’s still valid.”

Favorite app: Steller. “It’s great for visual storytelling, especially for the travel industry. It allows you to create very visual and engaging stories, even better than Instagram does.”

Connect with Giuseppe and Carlota on LinkedIn.

This post was edited by Mary Kresge, a marketing assistant based in Madrid.