I recently sat down with The Independent’s Ellie Donnelly to talk strategy and social. Click here to read about how we develop strategies at Radical and how the importance of a good insight will lead to tear jerking creative.
A few weeks ago I joined Radical’s Hannah-Louise Dunne in presenting our recent Linkedin projects at Linkedin’s Agency Master Class. At this session we detailed our approach to a client’s brief wanting to reach and engage a Business to Business Audience.
At the beginning of the session I felt compelled to ask the audience what they felt to be the best part of Linkedin.
The room fell silent.
It’s checking who’s viewed your profile, of course! That stuff is delicious! It’s like a Professional Valentine’s Day Card or, better still, a friend in school who knows when someone fancies you! Jokes aside though we did share our views on B2B assignments and approaches to B2B content creation.
Firstly, we felt it necessary to dispel a common misconception – that B2B means Boring to Boring! Like Gary Vaynerchuk states, we believe that behind every business is a consumer meaning emotions still play a critical role in content.
We then showcased some recent case studies demonstrating leverage points for B2B content creation:
The presentation can be found below, I hope you find it useful in your B2B endeavours!
This week I had the pleasure of speaking at DIT’s Creative Careers Day in IMMA. It’s always a complement to be invited to speak at events but this event felt special as I was giving helpful advice to creatives getting started in their careers.
It can be an unsettling period in your life concentrating on getting good grades in College while a questions mark hangs over your next steps when college finishes. Luckily, these students can begin opening doors for themselves by optimising their Social Media accounts.
My first piece of advice was to decide their “Personal Professional Brand”. From there it’s a matter of cementing their name on Google by surrounding their content with the relevant keywords.
My presentation gave tips on:
You can view my slides on the Slideshare below and feel free to tweet me with any questions. Best of luck on the job hunt!
I recently spoke at IAB’s Video Nation Connect 2016 on the Evolution of Video and Social and see below for the full presentation and my thoughts below.
However, 8 years ago it was a very different story. The main players emerging on the social stage were Facebook and Twitter and while video sharing made up an important component of the social content the platforms weren’t built to host videos. There was a heavy reliance on YouTube, first as just innocuous links and then as embedded videos. YouTube was sitting pretty – here were two emerging and growing platforms feeding it’s thriving revenue model. Facebook and Twitter were aware of the growing demand for video to be viewed within the platforms themselves and enabled embedded YouTube and Vimeo links but they were working on their own solutions.
2013 came along heralding in a new age in Social Video. The first shots were fired by Twitter by acquiring a 7 second looping video platform, and network in its own right, Vine. Not only did this foster a new way of viewing, sharing and capturing video but it kick-started a new wave of video influencers, “the Vine Stars” like Thomas Sanders and Lele Pons. Not to be outdone, Facebook quickly caught up with Instagram’s 14 second video offering. Making a splash in its own right was the independent newcomer Snapchat: a 9 second disposable micro-moment that would become the must have network for Gen Z and brought with it its own host of influencers and stars.
In 2014, with video firmly on the agenda for all players Facebook and Twitter both launched native video solutions which saw billions of views which were usually reserved for YouTube now being consumed on Facebook and Twitter. As well as providing a better experience for users by hosting the videos on Facebook natively, the scales were tipped in Facebook favour by an algorithm that favoured native Facebook videos in newsfeed rankings and cost per clicks respectively.
2015 would bring another evolution of social video with the introduction of live video broadcasting platforms Meerkat and Twitter’s Periscope. Snapchat joined the live video party by inking deals with NFL, Wimbledon and Fashion Week to provide Live updates. Again, never to be undone Facebook changed the game with their live broadcasting offering with Facebook Live. Facebook offered influencers, and then brands, the ability to live-stream events drawing the community together in real-time. In 2016, Facebook Live became available to all users and provided a live map where they could tune into events unfolding live rivalling news channels with the agility of reporting events as they happened.
The evolution of video on social has seen the leap from social sharing to social “living” but where can we expect to go from here? Well, where we watched Facebook and YouTube battle for video views and budget the next battle seems to be between Facebook and Snapchat who command 8 billion and 10 billion daily video views respectively. In advertising terms the money is on Facebook retaining their monetary crown, however, Snapchat’s media options are set to become available in Ireland in Q4. This could usher in a cue for advertisers to redirect budget to Snapchat in a bid to chase the younger demographic.
And while that may be where the advertisers could be tempted to go, the creative teams are being lead to Facebook’s VR offering. Recently at Cannes, Within’s Chris Milk stated:
“VR is a completely new medium, which will do for emotional experiences what the internet did for information.”
Facebook are leading the path to these emotional experiences and their 360 video platform has opened a whole new dimension (literally!) in creative story-telling. Radical too availed of the new platform for AIB by creating 360 video experience for AIB’s GAA sponsorship giving fans an immersive VR experience of standing on The Hill in Croke Park which you can view here. Not only was this campaign incredibly enjoyable to make but it is being warmly received by fans of GAA and fans of VR alike.
From the trends we are seeing in advertising there are two things for certain: The future of advertising is video and the future of video is VR.
Over the years I’ve had the pleasure of Live tweeting for a range of different clients for various events: International Sporting Events, National TV Shows, Concerts, Economic Conferences, Road Safety Conferences, Radio Sponsorships and Awards Shows. And even when I’m attending these events as a spectator I can’t help but check in and view the event through the eyes of Twitter. With this in mind I thought I’d put a few tips which may be helpful for your next live tweeting event.
As I have noted before, like all communication, Social Media needs an objective to be effective. While planning your event assign a role for Social Media to play when live tweeting.
An example of an internal mission statement could be:
“At this conference my live tweets will inform my followers of the latest trends from international speakers with direct quotes, high quality images and links to further information.”
“I am live tweeting to bring my company’s sponsorship to life online.”
Your Live Tweeting content should support your mission statement and not stray from your original objective.
One mistake that is commonly made with Live Tweeting is joining the conversation with nothing in particular to say. I’ve often seen Live Tweets from an event that added nothing to my Twitter newsfeed as a hashtag follower.
Compare the value adding content of these two tweets:
— Cian Corbett (@Cian_Corbett) May 24, 2016
— Mediaworks (@MediaworksIre) May 24, 2016
Which of these two tweets would you prefer to see in your timeline?
The second tweet contributes to the conversation and adds value for those following at home and maybe for those at the conference who missed that quote. (I used my own tweet as a bad example as I’m too nice to insult someone else!)
This echoes my second point about adding value but is almost certainly the most common offender in Live Tweeting. How many times have you seen a poor quality grainy image distorted by fast moving lighting taken with a shaky hand and a blurry lens?
Even Apple CEO, Tim Cook, fell victim to this at the Superbowl where he rushed to take part in the conversation but his blurry image reflected his companies image taking abilities in a very poor light (pardon the pun!)
And the Twitterati were quick to point this out!
— Joe Eich (@joeeichinger) February 8, 2016
— Mark Freeman (@markfreeman) February 8, 2016
Resist the urge to share a poor quality image and try taking your time to wait for the perfect shot. You might get lucky by timing the perfect pic and you’ll be rewarded with retweets. If the lighting or bustling crowd has hindered you then ask yourself does your sub-par image add anything to the conversation other than proving you were there. Perhaps scanning the Hashtag for a great image and retweeting that pic would be more appropriate? It will add more value for your followers and the pic-taker will appreciate the retweet.
This will be obvious to most but it’s a common occurrence for users to make a presumption on the relevant hashtag rather than checking first. Using the right Hashtag will add context to your tweet and allow you to join the current conversation. This has always been the true gift of Twitter wherein a hashtag will unite a community of interested parties even though they’re not following each other or may not have an existing relationship, yet here they are joined in conversation.
Save the Hashtag as a saved search in your Twitter profile and interact with the conversation:
The previous points have focused on creating value for your followers so ask yourself “is this event relevant to my followers?”
Your company may only be associated with this event through a sponsorship deal or you may be branching out from your area of speciality (the area your followers followed you for). Either reason could lead you to be sharing information with your followers who have no interest in the content.
Ensure you do not clutter your followers’ newsfeed with content they never asked for with the following two tips:
Ideally the event will be an appropriate match for your followers and the content will be welcomed with engagement and your followers will grow through retweet-exposure and fellow Hashtag contributors. However, if the event is a departure from the your followers’ interests and you notice a few unfollows and a distinct lack of engagement then place a cap on your tweets.
I hope you found these tips helpful! If you have any others feel free to tweet me at @Cian_Corbett
I’m so incredibly proud to write that Radical have picked up Social Media Agency of the Year for the 4th time in a row at The Social Media Awards 2016.
Adding to this prestigious award the team were delighted to pick up:
Of course, this achievement is never confined solely to the Social Media team – we’re blessed to have the support of a growing Creative and Client Service team, a wonderful Creative Technology team and amazing Media Search and Strategy Specialists. The rest of 2016 will see a new Radical Website and the continued effort to reach and exceed these achievements.
Last week during Social Media Week I had the pleasure of speaking at Radical’s Social Evening. Sharing their views on how Social is affecting their businesses were Paul Buckley of Aer Lingus, Susan Daly of The Journal.ie and Mark Brennan of AIB.
Following the insightful input of our guest speakers my role was to provide closing comments on the growth of Social today and our predictions on where social media will venture and it’s impact on business.
The arrival of Twitter’s Moments and Facebook’s Canvas have heralded in a new era in Social Advertising. These formats are immersive opt-in value adding experiences and, in my view, are the perfect antidote to the advent of Ad Blocking. We predict the larger social media platforms will continue to improve their ad format offerings and make advertising a more pleasurable experience for their respective communities.
I’m in the Social Media game long enough to remember when you could install a Facebook Shop App on your Business Page (back in 2008) but the end users weren’t shopping on social. Why was this?
The shopping experiences were not uniform as a myriad of third party app developers created the Shopping Apps. In a demonstration of pure customer understanding Facebook ended the use of these apps and developed their own offering. Several years later, along comes M – Facebook Messengers Automated Messenger Bots. M will allow us to order Hailo Apps, send flowers, shop on Amazon all without leaving our Messenger App or fumbling for our Credit Card details.
We predict this exciting space will continue to evolve into a seamless social-commerce transaction format with Facebook leading the charge.
The Radical Social Evening saw the tremendous growth in Social, success stories from our speakers and our predictions for the future. And our final slide of the night urged the attendees to “Get Excited”: embrace the new formats, utilise the new data points and experiment with the new tools because social is going nowhere but up!
If you have 20 minutes and work in Media I’d advise you watch this. I’ve had this (mildly enjoyable) argument several times about the future of media and the need for quantifiable investments in marketing.
Machine Zone’s CEO Gabe Leydon makes the valuable point that it’s no accident that the world’s biggest companies are Performance Marketing Companies and this is the future of media. He also makes the brave but interesting statement that you should only buy TV if you’ve bought the limits of Digital. And cue the abuse from the Media people!
I enjoyed it, hope you will too.
Last year I wrote a blog on tips for securing your job in Digital and after a recent bout of conducting interviews a few more came to mind so I wrote a sequel.
It’s not stalking, it’s research. I’m always impressed when interviewing folks who connect with me on Linkedin ahead of time. They get bonus points for referencing one of my Linkedin blog posts! In my opinion, it shows great initiative and demonstrates a Digital mindset by researching the company and the interviewer on Linkedin ahead of time.
I love meeting the next generation of Digital superstars and hearing their opinion on campaigns or emerging platforms. If you’re pursuing a career in digital then you should have a passion for the work. You should have a favourite campaign that you saw and an opinion on why it’s great. You don’t necessarily need stats or results to back it up but you do need a genuine interest in the work. Skills can be learned, passion is ideally already embedded.
When I was doing my Masters I needed all the help I could get. One valuable source of input was following Digital Marketing Influencers on Twitter. My Twitter feed was suddenly filled with the latest stats and case studies that informed my projects. Personally, when I read a stat from 2012 proving a point I almost dismiss it immediately. The Digital landscape is so fluid and ever evolving that stats from three years ago don’t hold much weight. Having the very latest stats in your projects and dropping them into interview answers is hugely effective. Having great stats is one thing but following Influencers opinions on these stats is hugely beneficial.
Remember, if you’re just starting out on your Digital journey learning from the Masters is essential. Take advantage of the Sharing Economy. Back in the Masters Twitter was a primary source of Influencer output but Linkedin and Facebook have since followed suit by allowing us to follow influencers. My Facebook feed is significantly improved with updates from: Gary Vaynerchuk, Sheryl Sandberg and Robert Scoble to name but a few.
Ireland’s Digital and Tech industry is bubbling with conferences and meet-ups and tweet-ups. You don’t need to be currently working in the industry to attend and many of them are free of charge. Find out when the next conference is, follow, retweet and connect with the speakers and start networking. You’ll learn new stats, see case studies of successful campaigns and meet new people who could have positions available at their companies (effectively ticking off points 1-3).
Hopefully there’s some food for thought in those tips and feel free to review the original post for more pointers. As always, if you feel I left one out do let me know!