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10 Questions with... Social Media Strategist Jeremy Waite

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We had a chat with social media strategist Jeremy Waite about why he loves social and his tips for social media success.

We had a chat with social media strategist Jeremy Waite about why he loves social and his tips for social media success.

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  • 1. SOCIAL MEDIA MONITORING | brandwatch.com | @brandwatch | contact@brandwatch.com | +44 (0)1273 234 29010 Questionswith… JeremyWaite
  • 2. Introducing: Jeremy Waite2© 2013 Brandwatch | www.brandwatch.comThere are lots of influential people in the world of social, many ofwhom share their social wisdom with the rest of us.We always jump at the chance to get some insights into whatinspires those big in social, and what their tips are for great socialetiquette.We recently caught up with Jeremy Waite, Head of Social Strategyat Adobe EMEA to find out he feels about social and his tips forthose budding ‘social’-ites out there…
  • 3. Who is Jeremy Waite?3© 2013 Brandwatch | www.brandwatch.comJeremy is the Head of Social Strategyat Adobe EMEA.Previously, he held the same role atTBG Digital and prior to that was Headof Social Media for Phones 4u. Hisexperience includes working with FTSE-100 organisations, such as Unileverand Centrica, in addition to well-knownbrands such as Reebok, MTV, andKellogg’s.Jeremy is the author of ‘Sex, Brands &Rock ‘n’ Roll’ and is currently writing hisnext book, ‘Follow Me, I’m Right BehindYou’.
  • 4. How did you first get into socialmedia as a career?4© 2013 Brandwatch | www.brandwatch.com“ I have been in brand comms for 10 years and started in the golfindustry.Advertising started to get more and more social and I have alwaysbeen fascinated with behavioural science and communities, so I waspretty much obsessed with social when I first discovered MySpaceand started blogging. ”
  • 5. What do you love about socialmedia?5© 2013 Brandwatch | www.brandwatch.com“ From a personal point of view, I love the fact that I am constantlyconnected to my friends, despite moving away from Manchester toLondon.I also love the way that social media brings like-minded peopletogether, so I regularly chat and share ideas with other socialstrategists and digital marketers.From a commercial point of view, I love that social media is the onearea of business where a brand doesn’t need to out-spend itscompetitors in order to beat them. ”
  • 6. And what do you hate about it?6© 2013 Brandwatch | www.brandwatch.com“ People’s obsession with the number of friends, followers andsubscribers.I’m a big fan of Robin Dunbar, the social scientist who’s researchstates that people are not capable of sustaining more than 150friends. In fact we usually only have 3-5 really close friends. Withthat in mind, the fact that people claim to have thousands of friendsis simply not true.In many ways, social media is making us less connected than ever,because there is so much “noise” and we’re trying to “manage” somany superficial relationships. ”
  • 7. What’s your favourite socialnetwork and why?7© 2013 Brandwatch | www.brandwatch.com“ That’s like asking me to chose between my children as to whichone is my favourite!If I’m pushed I’ll go with Twitter and Instagram (although it’sinteresting that Twitter don’t call themselves a social networkanymore – they’re an information network), so I’ll go with Instagram.I love the creativity, I’ve always been a frustrated photographer, but Ilove the visual element that breaks down all cultural boundaries.Every other network apart from Instagram is restrictedly language. Ilove that Instagram helps people anywhere in the world connect witheach other. ”
  • 8. Who are the people in socialwho inspire you most?8© 2013 Brandwatch | www.brandwatch.com“ Jack Dorsey. Brian Solis. Gary Vaynerchuk. Kevin Rose. OlivierBlanchard. Reid Hoffman. Peter Thiel.On a local level, James Whatley from Ogilvy is a pretty cool cat. ”
  • 9. Which brands do you thinkdo social particularly well?9© 2013 Brandwatch | www.brandwatch.com“ The cliches will be Innocent, Coke, Red Bull and Starbucks – butI’m a huge fan of Paddy Power. Not necessarily from a gamingperspective, but I love that they “get” their fans and connect withtheir customers in a way that many other brands fail to. ”
  • 10. What 3 changes do youthink we’ll see in socialmedia in the next year?10© 2013 Brandwatch | www.brandwatch.com“ 1. Social “media” will be increasingly referred to as social“business” as more brands will put it at the heart of theirorganisations.2. Customer service teams will have as much (if not more)ownership of social channels than marketing teams. Managinglarge numbers of fans at scale will also put the emphasis onmore (accurate) automated processes.3. As brands seek to justify ROI for every penny they spend,social marketers will be held more accountable in theboardroom. ”
  • 11. What are your 3 top tipsfor those starting out insocial media marketing?11© 2013 Brandwatch | www.brandwatch.com“ 1. Social media is about story-telling and engaging with thepeople that care about you (or your brand) the most2. Social media is not primarily a sales channel. People want to“click-to-share” before they are asked to “click-to-buy” (althoughsocial is a pretty damned effective sales channel when it’s usedproperly)3. If you understand the top 2 well enough, you don’t need athird tip :) ”
  • 12. Tell us about your newbook – what are readersgoing to learn?12© 2013 Brandwatch | www.brandwatch.com“ ‘Follow Me, I’m Right Behind You’ is a book about the top 100people in social media. The subtitle of the book is “leading from themiddle of the pack”.The book aims to inspire everyone from start-ups and entrepreneurs,to business leaders and junior managers by asking each of thepeople in the book two questions.It should be a fun ‘coffee table’ style book and will be available forfree (pay with a tweet) or as a glossy hardback version – where allprofits will be going to charity (Help for Heroes Poppy Appeal). It isdue out this summer. ”
  • 13. Enjoy this?13© 2013 Brandwatch | www.brandwatch.comWant more great content to read?• Check out our blog for free resources about social media, monitoring and beyond• Comments? Suggestions? Feedback? Tweet us: @brandwatch• Or, for more information about Brandwatch, request a demo.

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