Social media

WANTED: Social Media Community Manager for top FMCG brand (London)

There is an exciting in-house client role of Social Media Community Manager available at one of the biggest FMCG brands in the UK. It’s a really exciting opportunity, so if you think you have what it takes, please get in touch:



(please forward this to any friends you think might fit the bill!)


Social Media Community Manager – Role Overview

We are looking for a Social Media Community Manager with a huge passion for sport to work across a range of Social Networks.

In this hugely exciting role based in West London, the Social Media Community Manager will be responsible for planning and executing all of our social media activity, working with our brand teams and digital agencies to tailor our strategy and drive the creation of relevant content.

A digital expert who’s passionate about online conversation whether it be Facebook, Twitter, Google+ or Tumblr, we want someone who can be the voice of our brand and help us build and serve our community.

You’ll be an ambitious team player who goes the extra mile to get the job done and have a proven background in managing social for big brands.

There’s a real opportunity for you to make this role your own and influence how we deliver social in the long term.   We’ll expect you to work the occasional evening or weekend but as you’ll be posting live from Premiership football matches, reporting behind the scenes at photo shoots and taking part in a sporting activities with our ambassadors, we’ve assumed you won’t mind.

This is a great opportunity to work in an energetic team on a cool brand in an exciting and dynamic role.


Key Deliverables for this job role

–        Responsible for delivering day to day social media activity and growing our online community.

–        Plan, develop and own the content for Facebook, Twitter, Pinterest and Google+

–        Work with our in-house content editor to create and post content.

–        Monitor relevant social media and news sites for potential amplification opportunities.

–        Work with our partners and ambassadors to ensure our social media gets the maximum exposure.

–        Advise where our online media spend should be used to amplify this.

–        Coordinate online comms to ensure maximum reach and consistency: Social Media, Email, Website updates etc.

–        Work effectively with Consumer Affairs to manage any consumer queries.

–        Work with our eCommerce team to ensure our social activity drives online sales.

–        Monitor KPIs and produce weekly reports to the brand team.

–        Attend brand planning and strategic meetings.

–        Work with our digital agency to develop and execute our social media strategy including content.

–        Devise and implement a communication calendar based on brand activity throughout the year.

–        Be ready to optimise this on the fly, based on performance.

–        Be proactive, monitor news stories, relevant events, trends and suggest potential amplification activity.

–        Develop a strategy to engage with key online influencers and deliver it.


Skills & Experience Essential

–        A passionate sports fan, with particular knowledge of Football, Rugby and Running.

–        Educated to degree level with 3 years’ experience working in social media, digital marketing, PR, journalism or advertising.

–        Experience of owning the day-to-day management of social media for a large organisation.

–        Experience of content creation, use of social media management and moderation tools.

–        Ability to understand the brand’s tone of voice and generate engaging copy.

–        A good overall understanding of digital marketing and the latest digital and social trends.

–        Ability to work independently, collaborating with others and seeking help and guidance from other senior team members when appropriate

–        Able to manage the expectations of clients and team members at all times

–        An understanding of how optimising the consumer journey and user experience is essential to successful on-line delivery.

–        Knowledge of Google Analytics and distilling insight to present back to brand team.

–        Good standard of Excel and PowerPoint.



–        Experience of using CMS an advantage.

–        Degree or qualification in Sports Science a potential advantage.

–        Proficiency at skiing also desirable.


Additional Information

–        We’re willing to flex the scope of this role for the right candidate.

–        Potential to become a permanent role after 12 months.

Twitter – the fastest growing social platform

Great graphic from Global Web Index:

  • This shows growth in account ownership from 408m accounts in Q2 2012 to 485m accounts in Q4 2012
  • More importantly it shows active usage defined in our research as used or contributed in the past month as growing from 206m users to 288m, making Twitter the fastest growing social platform in that period
  • The curved bars around the active user bubble indicate multi-platform usage, with mobile standing at 57%

Click the image to download full version

via GlobalWebIndex.

Job Vacancy: Social Media Content Exec / Manager (Leeds)

There is a very exciting opportunity to work in my team at Brass Agency – we are looking for a brilliant social media content exec or manager.

About Brass Digital:

We’re a unique agency providing Total Digital solutions for big blue-chip brands. We operate at the highest levels of brand, category and corporate digital strategy and solutions. Our approach covers all areas of digital from social to search to CRM and web.

The team has been working with leading brands in the digital space since 1994. We’ve won a lot of awards from Webbys to BAFTA nominations. Our social media clients have been voted in the top 100 brands on social media in 2012. We have a reputation amongst our clients of being ‘great strategists but also real creative visionaries’.

Our biggest client is GSK (GlaxoSmithKline). We work on Ribena, Horlicks, Beechams and Corsodyl in the UK and the Panadol and Polygrip categories globally. Other brands we work on include CBBC, McVities and NSPCC.

The role:

  • We are looking for a social media content exec/manager to join our thriving digital team at Brass in Leeds. You’ll be a confident self starter, who can work well within a team on wider digital projects, as well as under your own initiative.
  • It is essential that this person has at least 1-2 years’ experience, preferably in an agency, in social community management and has confidence in engaging with audiences on behalf of clients on various social media platforms (including Twitter and Facebook). Previous experience and skill in writing creative content specifically for social on behalf of varying brands is also required.
  • You’ll have an active interest in digital and social media in particular. We want you to promote excellence in social media within the team and wider agency by proactively keeping yourself abreast of developments in the social media area and sharing your learnings from practice.
  • A keen attention to detail as well as excellent and adaptable writing skills are crucial to this role. You’ll have good presentation and verbal skills and be confident in presenting content recommendations to clients.
  • If you have a good mind for analytics and figures then this would be very beneficial, as you’ll need to be able to interpret results and evaluate the performance of our work.
  • We’re looking for someone who can work to tight deadlines, be organised and able to plan other people’s time as well as draw upon their expertise to develop outstanding and engaging content.
  • This is a rare and promising opportunity for someone looking to progress a fulfilling career in social media.


  • The day-to-day running of social channels for various clients
  • First point of client contact for social media content
  • Developing and planning social content with our creative team will be big part of this role. This will be an opportunity for you to show your creative side
  • Writing design briefs and briefing designers
  • Leading brainstorms to generate social content ideas
  • Working closely with the wider digital team to plan and deliver projects where social is a part
  • Evaluate content performance on our social channels and identify how to optimise it
  • Responding on behalf of clients in the social space. This includes handling negative and sometimes sensitive issues
  • Developing new processes to streamline the way we work internally as well as with clients
  • Working on new business pitches and proposals
  • Managing your own time well to ensure account profitability

To apply, send your CV to Sally Barr

Forrester say social media ‘barely negligible’ as sales lead

Forrester’s ‘Purchase Path Of Online Buyers’ report (which tracked 77,000 purchases to identify the most fruitful sources of sales) found that only 1% of sales came from links placed in social media.

The value in social media is more in its slow burn effect, the report’s author, senior analyst Sucharita Mulpuru, says.

Social media and other ‘top-of-the-funnel’ methods, such as display advertising, are more likely to play a role in the influence chain when it involves multiple touchpoints, which Forrester estimates occurs for 33% of transactions from new customers and 48% of the time for repeat customers.

As a direct source of sales, web marketing mainstays of search and email continue to be the most fruitful despite changes to the interactive marketing landscape and the growing number of shoppers, the report says.

For new customers, the most common single source of sales were direct visits at 20%, organic search at 16% and paid search at 11%. For repeat customers, direct visits at 20%, email at 13% and organic search at 6% brought in the most sales in a single touchpoint interaction. In multiple touchpoint transactions, they remained the most influential with the addition of display ads.

Mulpuru recommends perfecting email marketing techniques, a continual focus on search engine marketing, caution in overestimating the impact of social media and actively promoting simple URLs across a range of channels in order to play to today’s online influence model.

via Forrester: Social media ‘barely negligible’ sales lead | Marketing magazine.

Up to 15% of likes / reviews by 2014 will be fake

Research firm Gartner has released a report predicting the importance of online reviews and social media “Likes” will result in Fortune 500 brands and large enterprises increasingly “astroturfing” and paying for positive mentions. Specifically the percentage of paid-for mentions, Likes and reviews will reach 10 to 15 percent of the total by 2014.

via Research Firm Predicts Up To 15 Percent Of Likes/Reviews By 2014 Will Be Fake.

The factors in the success of a brand’s Facebook page [data from Dynamic Logic]

Dynamic Logic (from Millward Brown) measure the brand impact of online advertising, lately they’ve been getting into measuring social media and what the “value of a fan” is. They have developed their own metric called ‘FanIndex’ and then look at the impact on the brand’s appeal: 

In a 2011 study, they published a few bits of aggregated data. More fans generally equals a more effective page (this ties in with my previous blog post about successful brand pages on Facebook having a greater number of heavy sharers):

Successful brand pages also post more frequently:

But, think about what you are posting – what will your fans value?

The full slideshare from Dynamic Logic: Value of a Fan.

Should the website be at the heart of your planning strategy?

In a conference a while back, I saw Nike present their planning models. They talked about moving social media to the centre of their planning process:

Nate Elliott at Forrester thinks that the website should be at the heart of a brand’s ecosystem:

brand ecosystem

The idea is that the channels on the outer ring drive traffic into your website – and at the same time content is pushed out from your website and into social channels where prospects engage with your content and then hopefully click back into your site.

This is how it is meant to work:

traffic flow for brand ecosystem

Nate at Forrester goes on to say:

It’s time to replace this old-fashioned TV-first model of campaign development with one that starts by focusing on our deepest, most trusted marketing channel: interactive. It’s time for us to start building multilayered brand ecosystems that put interactive tools at the core:

  • First, engage users on your own web site. Nearly every audience we’ve studied says it trusts a marketer’s own site more than any other marketing channel — including offline advertising and social media. Use this trust to build a site that shows users what your brand stands for. And rather than just deliver content here, pull social experiences (like blogs, communities, or Facebook Connect) into your site to make it more interesting and useful to your audience. This will be the place where your brand makes its biggest impact.
  • Second, distribute your content and engagement into social and mobile media. Just because Facebook and other social platforms aren’t at the very heart of your ecosystem doesn’t mean they’re not a crucial part of how you communicate with your audience. Choose pieces of the content and interaction from your site and push them out into the social (and, if appropriate, the mobile) channels your customers prefer. Your brand probably won’t make quite as big an impact through social tools as it does on your own site — but social platforms will make your brand accessible to users who don’t find their way to your site.
  • Third, reach a broad audience with paid media. The challenge of owned media (like your web site and your social platforms) is that it rarely generates significant scale. If you want to get your message out to millions of people rather than thousands, you’ll need to buy both online and offline paid media. This is where your brand will make its smallest impact on any given person, so focus on using the scale of paid media to talk about the brand story you’ll telling on your web site and to drive users back to that site by promoting the URL.

Mike Teasdale at Harvest Digital has said:

TV will often give us rich visual content to play with – but what we really need in the digital realm is a creative idea that encourages interactivity and engagement.

I liked this thought in particular:

Putting the website at the heart of the interactive brand ecosystem forces us to think about what kind of creative idea will turn a browser into a buyer.

However, he doesn’t see this as a one size fits all approach

Last year I saw Tom Bedecarre, the chairman of AKQA, speak at a conference and his view was that for many brands there was no point in creating a standalone brand website – they should instead be focusing on creating branded experiences on Facebook.

Back to the Nike model then? ….not for an ecommerce site as Mike points out:

There’s a pretty good argument for that for FMCG brands, but I’m nervous about this approach where you have a transactional website – I think you would normally want to bring traffic to the point where they can actually buy.

Nick Ellsom comments on Mike’s post by saying:

I would alter that [Forrester’s] diagram [above] by having the brand in the centre as the core but with the site wrapped around it as the site should reflect exactly the brand values and experience as it is the one place where everything is under your control. The reason the site isn’t at the centre is because most businesses do not operate only in the online world and hence consumers are interacting with them through their physical as well as virtual presence.

The other thing to say is that brands can achieve their objectives in many different ways and whilst the website is a good way to do this, there are many other ways which means consumers don’t necessarily need to visit the site in order to deliver value to the brand. Any brand interaction wherever it happens is going to influence your perceptions whether that be in a positive or negative way, so the real answer is that a brand needs to look after each touch point with equal care, whereas certain channels are catered to far more than others as you are alluding to.

We are half way between the old model and the new at the moment so it’s all a bit messy, with the traditional mediums still focussing on the big idea whilst digital channels are more focussed on personalisation and relevance which is pretty much the polar opposite. Until this has been played out and the new model is adopted by the more traditional channels, we will continue to be in this limbo in my view.

via The interactive brand ecosystem revisited and how to build an interactive brand ecosystem

It’s official: Social Media Managers need a big brain!

I knew it  😉

A larger orbital prefrontal cortex, an area of the brain associated with decision-making and cognitive processing, has been shown to correlate with greater social skills, according to a study by a team of UK researchers. Among the scientists was Robin Dunbar, who pioneered the idea that the average human is limited to a social circle of about 150 people, a constant now known as the Dunbar number.

The study looked at “intentionality,” summarized in the paper as, “the ability to explain and predict the behaviour of others by attributing to them intentions and mental states.” It’s a measure of social skill.

A study in 2010 also found:

individuals with larger amygdalas (an area of the brain usually associated with fear and other emotions) have more friends and more complex social networks. Magnetic resonance imaging scans found a positive link between big amygdalas and the richest social lives. Professor Lisa Barrett, a psychologist at Northeastern University in Boston, Massachusetts, reported the findings in the journal Nature Neuroscience.

the brain

Roger Dooley (@rogerdooley) gives a good summary:

I don’t really expect hiring managers to start scanning the brains of job candidates, but the study does confirm what we already know from experience: some people have inherently better social skills than others, and that training alone may not be enough to close this gap.

via The Twitter Spot in Your Brain | Neuromarketing and Big brain = Social media success

London 2012 Socialympics

We’ve heard lots about athletes competing in the London 2012 Olympics being censored about what they say in social media channels, particularly with regards to advertising. However, the athletes have been broadly encouraged to interact with online fans and followers.

You can find most of the athletes social media profiles at The Olympic Athletes’ Hub:

Olympic Athletes Social Hub

The effects of social media have even inspired physical implementation into the Olympic experience. The gargantuan London Ferris wheel, London’s eye, will change its color in response to trending tweets, creating a de facto mood ring for the games. Social media has therefore created an Olympic event that is not only entertaining for fans, but one that is interactive.

…and this post wouldn’t be complete without an infographic!

London 2012 Olympics Social Media