When I first met Imogen, she left me in no doubt that she had ambition. She’s good company, outgoing and keen to learn. At a relatively young age, Imogen has gained experience in using different types of media and marketing methods effectively. Add in a great eye for detail, and you can see why we’re very excited to have her on board as our new social media executive.
Sam: What makes a piece of social media content successful?
Imogen: There is so much information and content thrown at us daily, that you have to have something eye-catching to make users stop and interact with your post.
There’s so much I could mention, but here’s a couple of important points: Firstly, it’s essential to write interesting copy that marries up entirely with what you’re pushing out, whether it be a blog post or video.
Secondly, using visual media will boost your interactions; Hubspot recently reported that when people hear information, they're likely to remember only 10% of that information three days later. However, if a relevant image is paired with that same information, people retained 65% of the information three days later. They also found that Tweets with images receive 150% more retweets than tweets without images, and organic Facebook engagement is highest on posts with videos (13.9%) and photos (13.7%). Evidently, if you’re not planning to use video content soon, you may get drowned out by those that are.
Are there any brands or campaigns you admire?
Dove is one that stands out, in particular their campaign called The Dove self esteem project. They have published the findings from a study by Florida State University on their website, and this forms the basis of a mission statement which guides their online content. The study is about the lack of body confidence among women, and the causes of it.
All Dove’s campaigns use unaltered images, and aim to boost women’s confidence by showing women of different shapes, sizes and ages. Their latest campaign is #RealBeauty and has included live web chats with TED Talk veteran Shonda Rhimes. They have also included video content that tells the stories of real women and are constantly interacting and praising their followers, as well as giving beauty tips. Their advertisements and website all work together seamlessly to create a clear and well-defined brand with a comprehensive and cohesive social strategy.
Are there any trends or new technology you're excited about getting involved with?
It’s not really new, but I’m keen to use more analytics functions to understand the behaviour of audiences and users more. At Ember, I want our approach to be data-driven. I think Pulsar is a useful tool; it allows you to carry out a competitor analysis, and find out where your products and audience are being talked about, whether it be in forums or on Facebook.
Google Analytics can show you the exact path an individual took to get to your social channels, and where they went afterwards, meaning you can track how many people followed your links and went on to your website. It’s important to have more layers of analysis on top of the more obvious engagement stats, so we can make sure that our content and strategy is working.
Have you had any big social media fails?
I once organised a Twitter Q&A which received absolutely zero interactions. We were expecting people to contribute questions, but obviously there were none. To ensure this didn’t happen again, we advertised the next event more on all social channels, and heavily advertised the Q&A half an hour before (which is the optimum time for raising awareness of a live event on social). I’m glad to say that the second Q&A went much more smoothly.
What tools do you use for your social media work and what benefits do they have?
At Ember we use CrowdControl HQ for posting. I like the way it gives our clients the option to go in and validate content themselves, and it also has moderation tools, so we can ensure that the content we post is compliant. This is great for any clients that have to follow strict industry regulations, like financial advisers and insurance providers.
I also like Hashtagify, a tool which helps you find popular relevant hashtags, and Followerwonk, which gives you extra information about your followers, including key topics they talk about, how influential they are online and the times they are most active.
What are you most looking forward to about working at Ember and what impact do you hope to have?
Ember are really strong at producing great video, a type of content which is hugely popular online and I’m excited to harness this to boost clients social accounts. I’ve never had the opportunity to work with in house designers and have this quality of content at my fingertips before.
Social media can be an effective way of interacting with customers, finding out their wants and needs, generating leads and growing your business, and more than anything I’m looking forward to proving this to our clients.