From public relations to social media strategist, the goal of my professional career has always been to make people talk about brands organically. It starts by understanding that top down publishing/marketing is not authentic. Authenticity is finding out what excites potential fans and helping to enable it. This means understanding who are your customers, what and how do they share, and what are the touch points with your brand. Underpinning all of this is customer obsession - focusing on the authentic to not force an engagement but to make people feel as if they are a part of a moment and want to interact.
Watch a short video from my keynote at Dublin’s DMX Festival on how to create ‘moments of luck’ in social media by understanding the customer journey: https://www.youtube.com/watch?v=bzoG1LynJRs
Listen to a podcast where I speak about my philosophy for social media: Rick Mulready Inside Social Media Episode 034
Profile on Linkedin for my full CV.
I’ve always defied the classic social media/PR stereotypes of what is the ‘industry norm’. For instance, while the industry was focusing on short video clips on social media, I was leaning into longer video clips to drive more views and longer term engagement. That’s because while the social platforms and media agencies were trying to monetize and sell ads, customers were leaning into watching longer and longer video clips organically, spending hours online watching video content. While 3 seconds my count as a view, it doesn’t drive any meaningful advocacy for a brand. However, driving 3 minutes viewed has a higher return.