The value of being Insta-worthy

If your business involves a restaurant/bar/pub/shop or any in-person events then one thing you should think about is whether or not you are insta-worthy.

Instagram is not a trend that is on its way out and it’s something you can leverage to help boost your business. Having an a venue that looks great in a picture will no only attract the social influencers of the world, but it will also help you attract regular attendees/customers AND generate free advertising.

People love things that look good and photograph well. And you can literally google “instagrammable locations” to be drowning in blog posts/articles, spanning cities and countries providing you with the ultimate locations to spice up your feed.

Then, in flock the masses, they take their pictures, upload to social, tell their friends (if you’re lucky, tag your business) and you suddenly have some free advertising. Even if they don’t tag you, the likeliness is their friends will ask where they are and so spreads the new word-of-mouth.

If you’re really savvy you’ll, next to your instagrammable location, ensure you have a note around what # to use AND which handles they can tag you at.

So, next time you organise an event – definitely think about this. And, if you currently own a venue – definitely think about this.

Either way. Everyone should think about this.


How Pancake Day stacked up on social

Pancake Day crepe-s up on us every year and then bang, brands are tossing out pancake-related content left, right and centre. We’ve stacked up our favourites for you to see who really has the batter social content creator in their frying pan.

Links to actual tweets which we’ve screenshotted for some content:


Social Media content types for your company

When you think about the sun, it is only really in a positive way when it is beaming down on you and you feel its warmth/get a sun tan. The same can be said for social media.

Social media is only effective and good if you’re reaching people enough to impact them and leave a mark. You need to find a way to make it beam (like the sun).

 So how do you do that? Easy.

 Your social media presence should contain 4 different types of content:

 Brand

Obviously your primary goal is to improve brand perception and awareness (or maybe even revenue). So the best way to do that is to make sure you have a good amount of branded/company created content that is shared. This makes it easier for viewers/readers to establish the connection to your brand and ensure that your companies’ point of view is given.

 Employee

Part of your social media strategy should include an employee programme, be it an advocacy programme and so making it easier for employees to post about your brand, or sharing content created by employees. It all helps. If employees are happy and proud to be linked to the company publicly, it tells you something about that company’s values etc thus making it more appealing to both perspective employees and even customers. This is applicable for both B2C and B2B organisations. Utilise your employees to improve your brand reputation.

 Advocates

Also known as influencers. You need to find people/customers who are happy to talk positively about your company. This can be through their own social media channels or through the use of customer testimonials etc. that are then shared out through company owned channels. However you do it, just do it. Nothing is more valuable than peer-to-peer influence (in my opinion) – and part of that comes down to human nature of wanting the best. Why would you settle for something second rate if you’re friend/colleague/competitor has something better?

 Market

It goes without saying that every company wants to be seen as an expert in their industry. Fashion house? Okay, so what are the latest trends? Who are the latest models? Technology company? What’s hot at the moment? What’s the latest technological breakthrough? Whatever world you work in, your company needs to be that expert for your customers so you need to be sharing content that shows that. Get your latest facts and figures, understand what’s happening in your market and talk about it.

 If you do this, you should be on the right track to increasing engagements and everything else – of course paying attention to engagement metrics, following etc. to see how your content is resonating with your audience.

 What other social media tips do you have? 

This article was originally posted on LinkedIn, September 2017


“It’s funny how on MSN we used to say BRB, we don’t say that any more. Now, we live here”

The way we view digital needs to change – it’s no longer a single channel that we just need to incorporate into our strategy. It’s a do it or die situation (in the context of a company’s bottom line), it’s a way of life now with its own ecosystem. Not just another way to reach an audience.

 I’ve seen this phrase posted on a lot of channels such as Instagram and Facebook:

 “It’s funny how on MSN we used to say BRB, we don’t say that any more. Now, we live here” 

It’s so true. When was the last time you worried about not being able to communicate online? For those in the UK, even keeping touch while in Europe has been made easier with the reduction in data roaming costs. Most mobile network providers also offer packages/offers for those travelling outside of Europe, not to mention the fact that Wi-Fi seems to be a necessity now. We’re transitioning from a world where Wi-Fi is a luxury and something you advertise, to assuming it is always there – and when it’s not, restaurants and hotels, or where ever you are use it a selling tactic (in a, let’s switch off from the outside world kind of way). We are always connected.

I remember when moving away from your friends meant only speaking to them on the phone occasionally or sending postcards etc (I am only 25 so this was not that long ago). Now, two and a bit years after finishing university I still talk to my best group of girls every single day, despite the fact we are spread across the entire of the UK, Switzerland and soon to be Australia. A bad or good day at work, a new outfit, a new date and even what we had for dinner – we all know within minutes. They know everything about my life and I know about theirs. We are all there to talk, swap stories and help each other when needed. We don’t need to schedule in time to be have a conversation – the time is always there because we are always there, online, connected, in our WhatsApp group chat.

 So what does this mean?

It means that everyone is competing against everyone. Companies no longer just have to compete against other companies. They have to compete for time and engagement against friends, family, work colleagues, media and the list goes on. Brands have to reach their audiences on devices, platforms, channels (whatever you want to call them) that are already saturated with activity from let’s face it, way more interesting sources.

Companies/brands need to be clever. They need to know the right time, the right place, what and who to target with their content. They need to be available with all the right information on whatever device the user is using. It’s no longer enough to have a website – you need to have a responsive design, your load time on mobile needs to be reduced and you need to refresh the content regularly to work with Google’s algorithms. You need to have the ability to be super analytical so you can understand who is visiting your website, what they are doing, where they leave, why didn’t they complete their transaction? You need to be on social – at the right time, with the right content and with the right team behind it ready to react when needed. You need to recognise users and their behaviour so you can deliver ads at the optimal moment that they want to click through to your website.

Think about companies like Uber, Deliveroo and Netflix. They all address one thing: the desire for cost and time effective immediacy and convenience. You can get an Uber car within minutes to your precise location with no money in your pocket, you can order your favourite food from your favourite restaurant to your own home and you can watch your favourite TV shows and films without leaving your house.

Consider this from a marketing perspective: you need to make it easy for other companies or consumers to get the information they want – people don’t want to travel, people don’t want to dedicate an hour of their time to one topic. People want to be able to finish reading an article or watching a video on their phone/tablet when they have to leave to go elsewhere. They don’t want to and don’t expect to have to wait until they reach their desktop again to resume what it was they were doing. So you need to make sure you can provide them with this.

But you also need to think about the other side of it. Yes, your content needs to cut through the noise but not too much customers feel like you are invading their privacy, their online space. Ads that appear in articles and cover your phone screen are just irritating. I couldn’t tell you what the last one that appeared on my phone was because I didn’t care – all I cared about was where the “x” to close it down was. I get irritated when I am reading something online and all of a sudden it feels like the I’m reading about something completely different – only to realise that I started reading an ad. Please just stop doing this. Companies also need to know when to stop. I bought a pair of trainers after clicking through on a Facebook ad once, but then after I had bought the trainers, I was followed by these ads for months and months. I found myself regularly telling my computer/phone screen that they were stupid because I had already purchased them (from the very website the ads were driving me to).

 It isn’t enough to just be there, online, you have to play your part in the digital ecosystem to stay relevant.

This blog was first published 27th September 2017, available here.