Stop chasing vanity metrics and start building the human trust that actually drives revenue.
In this episode of Behind the Numbers, host Dave Bookbinder sits down with Phil Treagus-Evans, Founder and CEO of Giraffe Social Media and author of Human First Marketing, to solve the ultimate digital marketing challenge: turning social media activity into bottom line business value.
Many brands stay trapped in a cycle of constant posting without clear ROI, but Phil exposes why surface metrics like likes and views fail to reflect enterprise growth. He breaks down the fundamental differences between B2B and B2C social dynamics, explaining how to maintain momentum across long sales cycles while measuring true commercial impact. The conversation explores how combining organic community management, employee advocacy, and targeted paid strategies turns passive followers into qualified pipeline.
To stand out in an AI-dominated landscape, Phil shares actionable frameworks from his book, Human First Marketing, detailing how to turn quiet internal expertise and corporate culture into an uncopiable competitive advantage. Listeners will learn immediate operational pivots to humanize their brand, elevate executive visibility, and boost real buyer engagement:
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Prioritize real faces and authentic stories over generic corporate graphics to instantly raise audience trust.
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Measure comments, conversations, and brand sentiment over high-volume surface metrics.
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Align personal founder branding directly with corporate identity to build lasting brand equity.
By showing the real people behind your operations, you transform traditional social channels into powerful trust engines that consistently yield measurable ROI.
About Our Guest:
Phil Treagus-Evans is the CEO & Co-founder of the UK social media agency Giraffe Social. They help established brands build trust on social media, using their human-first marketing philosophy. Phil is also the bestselling author of Human-First Marketing: The Art of Being Seen, Trusted and Remembered.
Links Giraffe: https://www.giraffesocialmedia.co.uk/
Book: https://www.amazon.co.uk/Human-First-Marketing-Trusted-Remembered/dp/1068454202/
Personal: https://www.philtreagusevans.co.uk/
About the Host:
Dave Bookbinder is known as a trusted provider for independent business valuations, corporate asset appraisals, and exit planning advisory and he is the person that business owners and their advisors reach out to when they need to know what their most important assets are worth. Known as a collaborative adviser, Dave has served thousands of client companies of all sizes and industries.
Dave is the author of two #1 best-selling books about the impact of human capital (PEOPLE!) on the valuation of a business enterprise called The NEW ROI: Return On Individuals & The NEW ROI: Going Behind The Numbers.
He’s on a mission to change the conversation about how the accounting world recognizes the value of people’s contributions to a business enterprise, and to quantify what every CEO on the planet claims: “Our people are this company’s most valuable asset.”
Dave’s book, A Valuation Toolbox for Business Owners and Their Advisors: Things Every Business Owner Should Know, was recognized as a top new release in Business and Valuation and is designed to provide practical insights and tools to help understand what really drives business value, how to prepare for an exit, and just make better decisions.
He’s also the host of the highly rated Behind The Numbers With Dave Bookbinder business podcast which is enjoyed in more than 100 countries.
🔸 Grab Dave’s Books: The New ROI: Return on Individuals | The NEW ROI: Going Behind The Numbers | A Valuation Toolbox for Business Owners and Their Advisors: Things Every Business Owner Should Know
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