Tips for securing your job in Digital -Vol 2!

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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.  

  1. Research the person interviewing you on Linkedin

    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. 

  2. Have your “favourite campaign” example ready

    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.Passion

  3. Follow & Learn from the Influencers

    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.

  4. Attend a conference

    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!

Content Marketing – be what people are interested in

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I recently shared an image on Linkedin which I think is the ultimate Content Marketing quote from Craig Davis:

Content Marketing Craig Davis Quote

Although I came across this quote over three years ago I feel the challenges facing marketers in 2015 really showed how important creating valuable content truly is. The most pressing of these challenges being the rise of Ad Blocking software threatening what we know as “the free internet” which is funded mostly by advertising. Globally, 200 million people regularly use Ad Blocking software representing 41% growth in 12 months. In Ireland research indicates Irish users employing Ad Blocking software is as high as 18%, higher than their European counterparts at 10-12%.

I feel the rise of Ad Blocking software reflects the increasing need for better advertising and content marketing could be such a cure.

Core Media’s Justin Cullen touched on this saying:

“Consumers need to be shown more respect when it comes to online advertising.”

Put simply – advertisers should strive to avoid creating ads that interrupt and disrupt a users internet experience when they could create something valuable – content that entertains or educates or moves the viewer.

Enter the White Knights of Content Marketing –  Aer Lingus and Radical’s Creative Team- with their tear inducing Christmas campaign “Bringing people home for Christmas since 1936”.

We watched this in work and shed more than a few tears at the sheer emotion of watching families be reunited for Christmas, all made possible by Aer Lingus. This campaign quickly found it’s way into my Facebook Newsfeed from multiple sources (currently at 742K views and 3,804 shares at time of writing) with viewers moved by the same emotions we were. Now compare this advertising experience to an interstitial that’s interrupting the article you’re reading or a pre-roll you’re impatiently waiting to finish before you return to what you were watching.

So congrats to Aer Lingus and Radical’s Creative Team for not only delivering a beautiful campaign but for pushing advertising boundaries to be more than what’s interrupting what people are interested in to being what people are interested in.

5 Reasons to Keep Blogging

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I got a notification from WordPress recently that I’ve been blogging here for 5 years now. Where does the time go!

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I know WordPress put these simple reminder badges out for everyone but it really reminded me why I like blogging and why I try to convince folks during lectures and training sessions why they should blog too.

So in true blogging style I’ll put it in 5 bullet points:

  1. You are who Google says you are!

    I’ve been saying it for years but it’s still so true. Tell Google how good you are or how good your business is and this is the content your next employer, client or customer will find. Linkedin’s new blogging platform affords a greater opportunity to tell Linkedin how good you are too!

  2. You’ll know your subject matter so much better.

    In my line of work, whether it’s presenting strategies to clients, pitching for business or speaking at conferences, I need to know what I’m talking about. Blogging forces me to research topics and find statistics to reinforce my views before sharing them. How else would I know that B2B marketers that blog typically attract 67% more leads than those who don’t 🙂

  3. You create a personal resource bank.

    Have you ever done a presentation or written a paper or even a simple email where you thought, “Wow, that’s actually pretty good!” only to forget about it? Instead of allowing that content to expire on your hard-drive or in your outbox you can host your thoughts on your own blog. Only last week I was asked for advice for graduates from a DCU student and I was able to refer him to an earlier blog with a few tips.

  4. Writing helps you organise your thoughts.

    I recall reading Anthony Keidis’s book “Scar Tissue” years ago and he mentions how writing about his experiences helped him understand his issues, and ultimately his life, more thoroughly. My little Social Media blog couldn’t be further from Keidis’s hedonistic autobiography but I completely see his point. Organising my thoughts for presentation to a reader helps me to distill the important points and cement my stance on a topic.  

  5. Share your knowledge. 

    This is the age of the Sharing Economy – get involved! When studying for my Masters or even learning piano I relied on reading or watching influencers’ and peers’ shared papers, articles and how-to videos. Just like helping out that DCU student it’s important to repay some of that Knowledge Karma.

5 years of Social Media blogging later I hope I’ve demonstrated the benefits which range from the ‘self-centred’ of self-promotion and self improvement to the ‘selfless’ of sharing knowledge.

So before I finish my sermon on writing I turn to one of the Masters of writing G. B. Shaw for inspiration.

Keep blogging, keep creating.

George Bernard Shaw

The Evolution of Social Media Marketing – the view from the agency floor

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Last week I had the pleasure of returning to Dublin City University to speak at the Social Media Conference #GetSocial2015. I decided to present a bespoke presentation called The Evolution of Social Media – the view from the agency floor.

The presentation seeks to demonstrate how far Social Media has come since it’s humble beginnings as “New Media” to the behemoth of digital advertising it is today and examines the seven factors that contributed to this evolution.

In my opinion I propose the evolution (and more importantly, the recognition) of Social Media to be accredited to the following factors:

  1. Peer to Peer recommendations – social media’s ability to increase and infuse trust when a message is shared from Peer to Peer
  2. Awareness – Still ranking as the number one reason marketeers use social
  3. Community Building
  4. Social Advertising – Cost effective and highly targeted
  5. Decreasing Organic Reach – more investment needed to reach that desired audience
  6. Increased Analytics – back in the days of the Masters studying Marketing Metrics, we discussed the difficulty for marketeers to prove the ROI on campaigns. Facebook and Twitter analytics are growing steadily earning Social’s seat at the marketing table.
  7. Social Video – improved native video offerings in Facebook and Twitter are seeing budget redirected from YouTube to Facebook and Twitter where better targeting for lower cost per view can be earned.

The reception from the audience and the complementary tweets moved me to upload the presentation to SlideShare and host on my blog.


If you feel I left any important points out feel free to send me a tweet!

 

 

#Whatsthepassword Core Media TV Ad

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I really enjoyed taking part in Core Media Ireland’s #Whatsthepassword TV ad and social activity last night to celebrate World TV Day 2015.

Aired during the Ray D’Arcy Show on RTE 1 on 21st November 2015, the #Whatsthepassword TV ad revealed a password which could be entered into the Core Media site, which was “hacked” by Radical’s Createch team,  and the viewers could win a prize.

 

Much like World TV Day itself, #whatsthepassword demonstrates the key role TV continues to play in today’s marketing eco-system and the synergies that are created when Traditional and Digital media are aligned.

 

And the viewers at home enjoyed it too!

 

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If you are interested in creating some TV magic for your brand feel free to contact Core Media agencies: Radical, Starcom, Mediavest, Mediaworks, Zenith Optimedia and Publicis Engage.

Taking part in DCU’s #GetSocial Social Media Mini-Conference

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I was very proud to be asked to take part in DCU’s #GetSocial Mini-Conference taking place on Tuesday 10th November in the Helix. I’ll be presenting “The Evolution of Social Media – a view for the Agency Floor” where I’ll be sharing my experience on how Social has changed from being a little “add-on” item on Media Plans a few years back to often being the core focus of Digital Activations.

If you’d like tickets to attend simply click here to register 

Cian Corbett presenting at DCU's Get Social Event

DCU’s #GetSocial Mini Conference

Facebook’s Reaction Buttons and the Implications for Advertisers

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Ever since Mark Zuckerberg’s announcement in September that Facebook would introduce an extension to the Like Button my Twitter feed has been rife with reports of an incumbent Dislike Button – which certainly had my Social Media friends and I watching with interest.

Despite these initial reports of a fabled Dislike Button, which many expected to look like YouTube’s “Thumbs Down” feature, it is in fact a broader concept allowing customers to click on emoji’s to display a heart, laugh, surprise, sadness and anger.

Positives Vs Negatives for Advertisers
Whatever your views on Facebook as a network I’m sure we can agree their advertising model and targeting is incredibly advanced. Put simply, every time you update your profile or status (or your friends update theirs by tagging you) you are volunteering information to better target you with advertising. The introduction of the Facebook Timeline in 2011 was a genius way to entice everyone to fill in the blanks before Facebook was part of their life to better target them with advertising.

The positive impact of the Reactions button means that advertisers have more data to read and aggregate the performance of their content and their brand sentiment on the Facebook pages. To quote Core Media’s Justin Cullen – “The valuable by-product of digital activity is data” and this is another opportunity to learn more about our target audiences.

Screenshot of Liverpool FC's Facebook Post

Liverpool FC’s Facebook Post attracting “Reactions”

The obvious worry for brands is that their content will attract additional negative feedback (potentially in the form of those angry faces). However, this does reinforce the point we’ve been making for years now – Social isn’t just another channel to funnel TVC’s and handbills – (this is why ad-blockers are so popular, a lot of the ads thrown at us are horrible).

Social Advertising should add value to the lives of the audience and view them as communities and relationships rather than soulless impressions. The introduction of Facebook’s Reactions could invariably lead to better advertising content standards across the industry.

When audiences interact with our clients’ ads by using the Reactions this will be charged as an engagement. Facebook’s answer to this was:
“The vast majority of spends is through CPM so spend will not be affected, for the CPC campaigns you do run this will count as a click and you will be charged. It will also not negatively affect your ads score or ads relevance score.”

At the time of writing I can see the Reactions gathering on some pages but I don’t have the facility to leave one myself. I’m sure after this weekend we’ll have more of an idea on how this will affect our ads but I must admit I’m looking forward to seeing the additional information afforded to Facebook’s Insights. I’ll probably look like…

Facebook's Wow Reaction

Facebook’s Wow Reaction

In one minute on the internet…

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I love this image from Core Knowledge which captures the enormous levels of Digital activity in one minute. Since sharing this on my Linkedin profile a few of my connections have expressed their surprise at some of the stats. While the engagement on Facebook, Twitter and YouTube would be expected some were amazed at the level of Vine videos viewed (over 1 million) and Snapchat’s UGC output at 284K snaps shared.

image detailing Social Media activities every minute

For more handy Advertising Stats make sure you follow Core Knowledge on Linkedin or visit their site www.CoreKnowledge.ie

Webinar with Digital Marketing Institute

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Are you a fan Social Media Webinars? Who isn’t!?  🙂

Today at 6pm I’ll be the special guest on the Digital Marketing Institute’s Webinar on Social Media. We’ll be covering:

  • Platforms on the rise
  • Proving Social Media Effectiveness
  • Favourite Social Campaigns of 2015 so far

Click below to tune in!

Social Media Effectiveness – my recent blog for IAB Ireland

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This year I joined IAB Ireland’s Social Media Council, a group of Social Media practitioners, from agencies and suppliers, assembled to champion the growth of social and digital.

The council meet on a monthly basis to discuss challenges facing the Social Media advertising industry which will be examined and discussed in blogs. One such common challenge is proving the effectiveness of Social Media which I broached in my blog “Proving Social Media Effectiveness means deciding where you want to go…

Have a read and drop me a line if you have anything to add!