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The Whole Marketer Ep147 - Social Proof with guest Michael Goldstein

Published on: 29th April, 2025

Episode #147. Social proof is the technical topic featured in this episode as we delve into the benefits of collaborating, trialling and testing with consumers and influencers in real-time and how to get started with social proof to help build communication ideas, propositions, campaigns and products. And the all-important internal buy-in and confidence for concepts and much more… 

Abby’s guest in this episode is Michael Goldstein, founder of Fragment, a comms strategy led agency that drives growth through helping brands capitalise on the chaos of modern marketing. Previously he was global head of communications strategy at DDB, and before that held leadership roles at Mccann, R/GA and The &Partnership. 

In this episode, Michael shares his definition of Social Proof, why marketers should build ideas out in the world and how to get started with testing. Plus examples of integrating social proof to shape creative campaigns and working with influencers. 

Plus his career highs and lows and advice for marketers of tomorrow. 

00:00:00 Welcome and Introduction to Social Proof 

00:02:58 Defining Social Proof 

00:04:03 Traditional vs Collaborative Process 

00:06:32 The Rapid Nature of Cultural Changes 

00:08:07 Testing and Iteration in Marketing 

00:09:40 Challenger Brands and Flexibility 

00:10:26 Consumer Product Brands and Creators 

00:12:18 Building a Feedback Loop 

00:17:30 Using Social Proof in Agency Work 

00:19:11 Case study: Repositioning a Brand 

00:21:35 Cultural and Emotional Impact 

00:24:16 Community-Built Brands 

00:25:43 Embracing Chaos in Marketing 

00:27:11 Career Highs and Lows 

00:31:21 Advice for Future Marketers 


Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

Guest: Michael Goldstein | LinkedIn


The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 


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The Marketing Society podcast
The Marketing Society is a progressive global community of senior marketers. Our purpose is to empower our members to be brave leaders. Since 1959, we have grown into an influential network of 2500 members.
The Marketing Society is a progressive global community of senior marketers. Our purpose is to empower our members to be brave leaders. Since 1959, we have grown into an influential network of more than 3000+ members across our global hubs: London, Scotland, Hong Kong, Singapore, UAE and New York. Our members are mostly senior clients (over seventy per cent) from brands such as ASOS, Barclays, IBM, Disney, HSBC, Mars, Samsung, Unilever and Vodafone.

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