social chain

Herd behaviour and social proof simply don’t apply to one bigger-than-you-think group, who’re less affected by what other people think and more likely to follow their own rules: the neurodivergent. Whether that means autistic, ADHD, or simply self-identified on the spectrum, they’re each consuming media, tech, and advertising differently to the majority. That’s impacting our work’s effectiveness.

In this episode we’re joined by Rory Sutherland, to discuss how catering for the neurodivergent, the disabled, and the elderly means catering for everybody, and what can happen for a brand when you do. We also talk about the most effective media, methods and means for doing this - plus lots more on our behaviour and relationship with tech.

Got a question or suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com.

Pinterest Predicts 2023 is officially out, and after three consecutive years of an 80% success rate, it’s guaranteed to be the best weapon advertisers can take into the pitch room with them next year. To tell us about the trends we can expect to see, what they say about culture and society, and how advertisers can use them in campaigns and content, we’re joined by Pinterest’s director of marketing for Europe, Louise Richardson. Expect to learn why Gen Z and millennials are avoiding ‘tech neck’ and taking up origami, how Gen X are gamifying their finances throughout the cost of living crisis, and how Boomers are going from conserving water in the garden to planning parties for their older parents.

Got a question or a suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com.

The banking sector is full of red tape - more so than for smoothie brands, anyway. Yet one bank is challenging more than just the traditional product and service in its category; Monzo’s social channels are a breath of fresh air for any marketer hoping to have fun in a corporate industry, and for consumers hoping to see a human side to their bank. In this episode, we’re joined by Monzo social media manager, Richard Cook, to learn what the barriers to entry are for banking with a “new” bank, and how Monzo’s social media strategy helps break them down. We cover turning tracking into shareable content, the power of making your brand name a verb, and how to avoid tonal whiplash.

Got a question or a suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com.

Tone of voice documents and brand guidelines are the business staple that most brands don’t have. And if they do, it’s probably not as thorough or as thoughtful as it needs to be. Today’s guest, copy chief and brand and TOV consultant Vikki Ross, has written for or created brand books Nando’s, Harvey Nichols, Sky, Sony, ITV, and more. In this episode, she shows us how copywriting goes beyond captions for the brands that really get it, and how words can be your best friend when building your brand - which is what advertising is all about. Expect to learn Vikki’s copywriting principles and how to apply them, why you have to get granular when crafting a persona for your brand, and how to make words count, make words work, and make words dance.

Got a question or a suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com.

WeAre8 is a new sustainable social platform that promises to curtail hate. It also wants to offer ‘green’ advertising solutions, reward users for watching ads, and empower creators who share positive content. But do we need another platform? Here to tell us what made brands like Heineken, Nike, BT, and lots more, partner with the new platform, is Sue Fennessy, founder and CEO. Expect to learn how it’s defining hate speech vs free speech, how their ad model differentiates itself, and what a platform looks like when it’s not designed to keep you there.

Got a question or a suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com.

Ryanair wants to be the most talked about brand on social - and it’s well on its way. Its distinctive irreverence on social has recently been backed up by a solid social media strategy, courtesy of this week’s guest, Michael Corcoran - the airline’s head of social media. In this episode we find out how the brand earned 111m organic impressions in a month through low-fi TikTok memes and reactive Twitter gags, how it keeps the integrity of its snarky TOV when dealing with angry customers, and how far a brand can push it before the backlash gets too big.

Got a question or a suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com.

LinkedIn is a favourite for personal brands and B2B lead generation, but the value doesn’t end there. In this episode we’re joined by senior content marketing consultant at LinkedIn, John Williamson, to find out what marketers might be missing in 2022. We discuss why personal profiles outperform Company Pages, which ad products and features are often overlooked, and where the opportunities lie outside of traditional corporate content.

Got a question or a suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com.

How many brands have said ‘we want to sound like Innocent?’ For Innocent Drinks, while others’ replication tactics are flattering, they have a tone of voice and personality to preserve. In this episode we’re joined by its social media manager, Marcus Dean, to hear about the three content pillars, rigorous writer training, and ethos’ that keep Innocent one step ahead of its brand fanbase. We find out how to make your visual assets look like how your tone of voice sounds, how Twitter jokes translates to in-store purchases for Innocent, and whether or not that smoothie was actually blue.

Got a question or a suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com.

Meta’s goal on social is to engage international markets and monitor adoption of its many products across the globe. That hasn’t changed since Facebook’s rebrand to Meta, but it has brought plenty more products to inform and inspire its users - both business and personal. In this episode, we’re joined by Meta’s social media and creators lead, previously Facebook’s international social media marketing lead. She reveals what really happened at headquarters when the company decided to rebrand, what it means about the future of our digital lives, and how brands can prepare for the next five years of advertising with them. We also discuss which of its products are performing best globally, and how to adapt your strategy for different markets.

Got a question or a suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com.

Gen Z’s favourite messaging app isn’t just that anymore. Since Snap Inc. pivoted into a camera company, the Snapchat platform has become a destination for brands to make the kind of creative they can’t elsewhere. In this episode, we’re joined by Snap Inc’s director of emerging for EMEA, Samuel Bevan. In this, he explains how Snapchat is improving its organic products and ad tools to meet brand and shoppers’ evolving needs. Expect to learn the best combination of its ad suite for retailers, how its AR tech is solving business problems like returns, and how to reach people up to 34yo when they’re being their true self online. Got a question or suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com.

Weetabix is a staple household brand with 1000 employees and prompted awareness of 97% - and it’s one of the brands for which traditional TV advertising remains highly lucrative. So what is it doing on social? In this episode, we’re joined by Weetabix head of marketing Gareth Turner, to talk about the brand’s social objectives and successes. We cover the optimum channel mix for a campaign, Weetabix’s approach to social TOV and reactivity, and how the heritage brand is embracing new channels to adapt for modern audiences. Got a question or a suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com.

"Wir vermarkten Produkte über Social Media" - so beschreibt Wanja S. Oberhof die Arbeit seines Unternehmens Social Chain. 2014 wurde die Firma gegründet, die Aktie des E-Commerce- und Social-Media-Unternehmens ist seit vergangenem Jahr an der Frankfurter Börse notiert. Der aus der "Höhle der Löwen" bekannte Investor Georg Kofler ist Aufsichtsratsvorsitzender. Mit Ralf Dümmel sitzt seit der Fusion von Social Chain und der DS Gruppe ein weiterer "Löwe" im Vorstand.

Für Oberhof sind die beiden Manager ein Glücksfall. Dümmel ist seit Jahrzehnen als "Mister Handel" bekannt. Seine Kernkompetenz: Produkte schnell verbessern und an den Markt bringen. Kofler habe ein Feingefühl dafür, wie Produkte in den neuen Medien besser vermarktet werden können, sagt Oberhof in dieser Folge des ntv-Podcasts. "So techt Deutschland". Insofern sei der Zusammenschluss an sich logisch, "so unterschiedlich die beiden als Typen auch sind."

Oberhof will mit seinem Unternehmen ganz vorne mitspielen, wenn die neuesten Vermarktungstrends aus Asien in die westliche Welt kommen. Amerika und Europa würden in dem Bereich noch ein ganzes Stück hinter Asien zurückliegen, analysiert Oberhof. Es sei das erste Mal, dass die Trends im Handel aus Asien kommen, sagt der Vermarktungsexperte. Influencer gebe es nach Meinung von Oberhof genug in Deutschland, um auch der "alten" Industrie Social Commerce zu ermöglichen. Die großen Marken würden verstärkt erkennen, dass sie dahin müssen, wo die Kunden sind, so Oberhof. "Und die sind auf Social Media und die kaufen online ein."

Sie haben Fragen für Frauke Holzmeier und Andreas Laukat? Dann schreiben Sie eine E-Mail an sotechtdeutschland@ntv.de.

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Big thank you to Motivate Media Group and Aldar Properties for the opportunity to interview one of this generation’s greatest thinkers.

Notes 

• [03:50] The Diary Of A CEO
• [06:38] The start of Social Chain
• [08:49] Steven’s romantic relationships
• [12:18] Steven’s upbringing
• [17:17] Steven’s experience at school
• [22:00] Steven’s first entrepreneurial experience
• [25:40] Wallpark: how it began
• [31:15] Growing Social Chain
• [34:15] Steven and Dom’s partnership
• [39:26] The importance of mental health and living your truth
• [43:33] What the late Jamal Edwards meant to Steven
• [47:40] Steven’s thoughts on Dubai
• [50:20] Thoughts on Elon Musk and Web 3.0

 
Show Sponsors:

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