Bleach London Psychedelic Soho Hair Rave

Bleach London: the ultimate social salon

Creative, visual and consumer-facing – why would hair salons have a problem with social media? But the conversation on social media in the UK is dominated by just one name: Bleach London.

The Dalston salon’s YouTube channel (above) has 4.7K subscribers. It has 50K fans on Twitter, 70K on Facebook and 240K on Instagram. Bleach’s “how to” videos notch up an average of 11K views, and a new hairstyle can be trending on Twitter within hours (witness the excitement around Lottie Tomlinson’s new #RainbowRoots on 5 November).

Just to put Bleach London’s online presence in context, out of the ten UK salons I surveyed, Bleach takes 74 per cent of social mentions (see Brandwatch graphic below). Bleach London’s nearest rival in terms of social voice comes from Mark Hill in Hull – a savvy salon with its own product line in Boots and a staunch fanbase among Geordie Shore cast members. But Mark Hill still only gets 10 per cent of social mentions.

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Meaning 2015 audience

Is your social purpose more than skin deep?

There’s a lot of it about.

In January, Edelman’s Trust Barometre said the UK was at an all time low in terms of public trust for charities, NGOs, business and media. The PR giant recommended companies demonstrate clear personal and societal benefits, and behave with integrity, in order to build trust.

In February, the PRCA ran a packed-out event, Should Brand PR Have A Higher Purpose?, where the likes of Coca-cola and McDonalds argued that social purpose was core to their business strategies. (There’s a good write-up on Gorkana by the panel chair, Ruth Allchurch.)

In June, I went to the launch of Reclaiming Agency - a report on the future of advertising. The report concluded that advertising creatives should start using their collective nous to address sustainability, inequality, poverty and other big social issues facing the world.

Not to be outdone, in September, marketing and media industry bible The Drum relaunched with a brand new strapline: How Marketing Can Change The World.

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Lemn Sissay at TDCMCR

If marketing’s a conversation, why is everyone shouting?

Just back from Thinking Digital Manchester. And the over-riding message was for us to all turn off our devices and go and do something more interesting instead.

Yes! From a digital conference!! You don’t go to digital events expecting to be told to go off-grid and head for the hills, but the most awe inspiring speakers in Manchester seemed to do just that.

Whether it was “digital obesity” from Eddie Obeng, Stephen Waddington talking about the Internet being full of sh*t or Tom Chatfield warning that all our time risks becoming the “same”, the loud and clear message throughout was that the digital (marketing) industry needs to take a proper look at itself in the mirror – because it’s getting kind of ugly.

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How to create a workplace built on trust


Dare Conference has been going for three years but this is the first year I’ve been able to attend. It seems unique among conferences in that it focuses on collaborative business culture from a digital/ geek standpoint. Founder Jonathan Kahn used to be a web designer, but he grew frustrated at the disconnect between espoused workplace values and the reality – and set up DareConf to bridge that gap.

The first thing about DareConf is that it’s great for networking (in the best sense of the word): getting the chance to connect with like-minded people on a deeper level than you might do at a purely speaker-focused event.

The conference is a mix of presenter-led talks and interactive workshops (like the one above). The excellent talks – where four people (Rifa Thorpe-Tracey, Laura Morgan, Penny Walker and Holly Burns) spoke about overcoming their own problems at work – set the tone for the interactive sessions.
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Will Hayward of Dazed: his plea to move beyond "content" fell on deaf ears

3 key trends from Social Media Week 2015

There was a hint of rebellion bubbling under at last week’s Social Media Week London. But despite Will Hayward of Dazed (above) kicking off the conference with a fabulous call to arms – wanting all of us to turn off our ‘content pipelines’ and start doing something more interesting instead, most sessions reverted to business as usual, focusing on brand-building tips and tactics.

Here are my top three takeaways from the week:

1. Short-form visual content is overtaking the written word: the most popular ‘word’ online in 2014 was the heart emoji (Twitter’s Tariq Slim). Twitter reported a massive rise in short-form content (Periscope, stop motion Vines and gifs). Jonathan Davies from Buzzfeed noted the same, citing animated Vines and gifs. Ed Couchman from Facebook has seen a huge rise in emoji, stickers and photos. By 2018, he says, 9/10 pieces of Facebook content will be video.
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Using mobile phones in Haiti after the earthquake

10 must-see events at #SMWLDN 2015

I’m reporting live from Social Media Week London again this year – covering the official event stream from the conference HQ in Holborn. So don’t worry if you don’t have a conference pass, just follow the #SMWLDN hashtag (or @JemimaG) on Twitter. There are also loads of unofficial (and free) events happening round town.

This year’s theme is Upwardly Mobile: The Rise of The Connected Class. The key question is how can all humans achieve more in a connected world? Fabulous question, but you might be disappointed looking down the schedule trying to find sessions that attempt to answer it. These ten get my vote:

1. Definitely Not Content Tues 15 Sept, 9am: Will Hayward spoke last year. He’s really good. This time he’s talking about the cultural significance of the social web and why why we should all aim higher than “content” marketing.
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Vacancy by Lauren Mitchell

5 things I learnt as an Airbnb Host

For the last six years, we’ve used Airbnb regularly for holiday accommodation. This summer, we decided to take the plunge and put our own property up on Airbnb for rent.

I like the idea of the sharing economy. And I like any organisation that supposedly puts community and social connections at the heart of its business model. So, was the Airbnb hosting experience all it’s cracked up to be? Here’s what I learnt:

1. It’s surprisingly easy

Airbnb has a lovely website. The images are beautiful, the navigation’s clean, and the interface is refreshingly simple and (third party) advertising-free. It costs nothing to “list your space” – and you can do it at the click of a button. Airbnb will even send round a free professional photographer to make your home look extra nice.

It all feels relatively safe and easy – if you’re anything like me, you might give it a try, just to see what happens…
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Beauty and the (social) beast: why do salons struggle to get social media marketing right?

Spa Accents by Karl Cossio

According to latest research from Habia (the government appointed sector skills body), seventy per cent of UK beauty salons use some sort of ICT in running their business. The vast majority of salons who use a computer use it for their company website (77 per cent), for Facebook (73 per cent) and/ or for Twitter (27 per cent).

Marketing and promotion skills are cited as the number one priority in terms of skills business owners would like their staff to have (68 per cent of business owners), but most salons don’t have any kind of training plan or a training budget. I’m taking a wild guess they don’t have a social media strategy either.

I took a sample of ten independent beauty salons and used Brandwatch to track how they performed on social media over one month. The salons are spread across the UK so aren’t directly competing with each other – but I wanted to get a UK-wide feel for best practice – to find who has the best share of voice on social, if you like.

Here’s what I found…

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Thinking Digital: back to the future

Back in the mid 1990s I used to go to an all night (weekend?) party called Coalesce. There were lots of nice people and loads of deeply meaningful conversations. And ridiculous ones. About life, the universe and everything. There was probably a bit of chemical enhancement going on. Twenty years on, tech entrepreneur turned curator Herb Kim has done something quite amazing. He’s channelled that essence of nineties rave into a conference.

Thinking Digital is a heady mix of music, lights, optimism, existential conversations and meaningful coincidences. A homespun feast of analogue humanity meets digital possibility. The conference is now in its eighth year and it’s a celebration of the polymath. The speakers are all great connectors – communicators who can explain quantum physics or data visualisation with ease. They entertain with complexity.

You don’t have to be clever, you just have to be up for it.

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Uber puts digital first

Why digital transformation is a must for every business

Game-changing companies Airbnb and Uber don’t own anything other than their online communities – and the data those communities generate. But Airbnb and Uber are worth billions. And they’ve blown traditional business models out of the water in the sectors in which they operate.

This was the key point made by digital expert Dion Hinchcliffe at the Enterprise 2.0 Summit in London recently: “I hear people say ‘Oh, we’re not a technology company, so we’re not riding the technology wave’,” said Hinchcliffe. “But that’s no longer an excuse!”

“Whatever your sector, your business model is under threat from digital,” said David Terrar, the summit producer. “We’re seeing three massive trends happening at once: cloud, social and mobile. The unprecedented access to data, connectivity and the speed at which new products and services can be delivered mean goal posts are shifting fast.”
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