A few weeks ago I gave a guest lecture at Henley Business School for full-time MBA students. The brief was to cover best practice in social media marketing – within the broader context of brand management.
I also ran a practical afternoon workshop where students had to promote their own product or service on Twitter. It was fun – the students were great, and Henley’s Greenlands campus is beautiful. Thanks Dr Cigdem Gogus and team for the invite!
Everyone loves something sweet from someone they love – and chocolates are the UK’s most popular Valentine’s gift. So how are chocolatiers using social media to ensure that out of the whopping £1.9 billion UK Valentine’s spend, they get a decent slice of the action?
I looked at eight of the best independent chocolatiers on Twitter to see how they’ve performed in the last month. Here’s what I found (thanks Brandwatch for the data and analytics):
1. In terms of audience, Rococo Chocolates are most loved of business executives, Hotel Chocolat of politicians and Green & Black’s of fitness gurus – so now you know! (See fig.1 for breakdown and more details). Women love Chococo and Hotel Chocolat while men tend to go for Paul A Young or Mast Brothers (both brands with something inherently manly about them). Continue reading →
Given the massive sense of frustration we can feel, sometimes it seems easier to forget the whole damn thing and go back to forming meaningful relationships through old school ties and networking dos.
But social media marketing, the ability to scale and grow through your business through amplified word of mouth (while also benefitting from heart-warming conversations), is a fabulous, life-enriching opportunity. If you do it right.
On 3 December I gave a lunchtime seminar at Royal Holloway University of London. The brief was to give an overview of social media marketing and also talk about how social tools are being used in other aspects of business, such as CRM and project management. Here are the slides: Social media – the art of digital storytelling.
Royal Holloway was originally a university for women – men weren’t admitted until 1965! The Founder’s Building – in all its Victorian gothic glory – is quite amazing. It wasn’t snowing, as in this beautiful pic, but it was cold enough. I hope to get the chance to visit again soon.
Steve opens the session with a talk about Jaguar’s digital strategy. When he joined Jaguar two years ago, they’d just set up a Facebook page but weren’t really sure what to do with it. Today, Jaguar has 2.4m fans on Facebook. Steve’s strategy is highly visual – “It’s all about the sexiest models”. Jaguar reveals all new cars on Facebook first. During new car launches, they take questions live via Instagram and Twitter, and have used “one of those life-blogging cameras that you stick on your pocket and it records your day”.
“We draped the cars in red, white and blue and drove them down the Mall. It was all a little bit Austin Powers-esque but a bit cooler. We asked people to take photos, upload them to social media and hashtag them. It worked really well. That British essence is very important for us in overseas markets.”
I’ve just set up a website for the Social Media Launch Pack – a new product aimed at small and medium sized businesses who want to use social media effectively, but aren’t sure where to start.
While many big brands and global corporates are getting this area sorted – at least in terms of experimentation and sheer financial investment, smaller companies are typically struggling – they don’t have the resources or remit to explore what “social” can really do for them.
The Social Media Launch Pack is designed to lend a helping hand – to get things moving in the right direction with a relatively small investment. Do take a look and let me know what you think – the site is a work in progress, but hopefully the concept is sound. Feel free to recommend to any friends or associates you think might be interested!