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Interview with Vlad Calus

Interview with Vlad Calus Co-founder @Planable.io

How did you enter social media world? 

That’s a great question. I started my own nonprofit organisations around the age of 16 in order to solve the problems of my community and learn something new for myself. I ended up doing lots of stuff, including project management, content creation, promotion, finance, human resources and then obviously social media to promote them. Quickly, I started learning more and more about it and was fascinated about the industry.

What made you to build your tool? 

Before Planable, all of us worked in social media agencies managing strategies and content for global brands. During this time, we learned first-hand about the challenges of marketing teams on a daily basis. It was frustrating to lose this much time every day due to inefficient collaboration. We would work on content via back- and-forth emails and showcase it through spreadsheets. We knew there should be a better way to do it, but couldn’t find any. So we decided to develop one. Since launching a year ago, we helped hundreds of marketing teams around the world automate their workflows and be more productive.

What is planable.io? 

Today, production of content happens across a mishmash of spreadsheets, powerpoints and endless email threads. This is inefficient and too much like the processes that used to happen decades ago.

Planable solves this problem.

Planable Charts

We are replacing Dropbox for asset management, cluttered spreadsheets for content review, back-and-forth emails for approval, and legacy systems like Hootsuite for publishing. Planable is a radically reimagined way to coordinate, produce and control your social media output.

The platform works like a central hub for content, people, and feedback. Teams can build and preview social media posts and see exactly how they would look after publishing. No more screenshots, Photoshop mockups, or guessing how a post will look like from a spreadsheet.

When everyone is on the same page and sees the same things, no misunderstandings can happen.

Planable team

So what is the future of the digital content? 

A newsroom, command center, social hub, content studio, war room, digital engagement center. More specific? All signals point to the same fact: that the future will be even more demanding, content needs will increase, and you need a future- proof team that can build on whatever the world will bring you.

Consumers will change, customers will come, tools will be upgraded, teams will be switched, new technology will develop, and disruption will constantly happen. And if the marketing mindset remains the same, you won’t be able to keep up. Marketers need to step up their game. Instead of chasing campaigns without a clear purpose, build a community around your brand and create differentiated value

More content generated for more channels

We already live in an abundance of information, knowledge, and content. The amount of data we produce every day is mind-blowing. “Over 2.5 quintillion bytes of data are created every single day, and it’s only going to grow from there. By 2020, it’s estimated that 1.7MB of data will be created every second for every person on earth.” The last two years alone are actually responsible for 90% of the data in the world. According to Domo’s Data Never Sleeps 5.0 report, this is what’s being generated every minute of the day:

• Snapchat users share 527,760 photos

• More than 120 professionals join LinkedIn

The fact is brands & consumers are creating a lot of content today. As technology keeps evolving, marketing becomes better, smarter, more creative and personalized. Brands will only use technology and content more to win over their audience.

We will see brands having more success when there’s a clear process defined for creating a consistent and integrated experience. That way, brands create delight, desire, and attachment at every stage of their customers’ journey. This can be achieved only with high-quality content in unprecedented volumes.

Marketers will not only have to focus on creating new content but quality content. And of course, they’ll have to become more and more creative into leveraging that content. A marketing team ready for the future is agile, fast, adaptable, and works as one to maximize their efforts.

The marketers of the future will be creatives first and marketers second. Together in our last piece, we’ll explore the most important features to make you prepared for what happens next.

Your view on social media?

( I am referring to machine learning here and sentiment analysis / negative content etc ) 

I believe that’s a benefit. I think that social media reached a point where there’s too much data, that need to be analyzed, selected and investigated. If you don’t improve on these data, and constantly learn you’ll miss valuable opportunities. Inevitably, there will be negative content online, but machine learning will help you identify how this content might perform and let you know before hand to prevent a PR crisis. 

Industry people to follow? 

Geoff is an industry leader & expert. If it’s about social media he knows everything – the industry, the people, the solutions, and everything related to that. Also, he leads the WeRSM publications that my first source of information. 

Dave is the marketing guru that I’ve been following for a very long time – he knows the solutions to your problems. Dave is launching marketing initiatives one after the other and they’re booming the industry with Drift. 

Jane is the hacker, literally. She spots every tiny little detail & update of any social media app. If you’re looking to keep up to date just follow her

Taylor is an excellent journalist, I really love the way she writes and speaks about the dark side of social media. Keeps you under reality check. 

Robert he knows everything about podcasts, and he’s your guy if you need marketing help on content, & visuals. 

Rand is my go to for SEO resources. He’s the dude who made SEO happen and helps me learn every week.

Michaela everything I know about LinkedIn, I learned from her. She’s fun, entertaining, and real human being that’s booming on LinkedIn.

If you could change something about digital content what would that be?

Add more privacy regulations for the end user, in order to protect their data and choose what they want to do with it. I believe Apple is doing some extraordinary effort in this direction. 

Your nr1 tip for managing people within SaaS 

There are three things that I believe are incredibly important in managing people within a SaaS, such as 

  1. Define clear roles for the people you’re working with, and what do you expect them to do in the company
  2. Give clear ownership on products, projects, and ideas that they’re managing. Obviously, any member of the team can partner up with someone else on a task, but there has to be a final decision maker and owner of this product
  3. Quarterly marketing plans – to define your current objectives, directions, and tasks 

Vlad Calus is the co-founder @ Planable, the command center of social media collaboration for marketing teams, digital agencies and freelancers to collaborate with their teammates & clients on content calendar in the most visual way. Planable is used by more than 5000 brands worldwide, including Mini, BMW, Volkswagen, SkyTeam, Wendy’s and many others. 


Vlad founded two non-profits at the age of 16, then dropped out of college, moved to another country with two 2 his friends, built Planable (Techstars London ’17) at 19 y.o and became an honoree Forbes 30 Under 30 at 22 y.o. And he’s been featured as a guest writer & marketer by multiple publications including Social Media Examiner, Entrepreneur, WeRSM, Freshdesk, Subsign, Digital Agency Network and many others.