This talk was given by Innocent Drinks at Digital Gaggle on Thursday 19th September 2019. The session gave attendees a behind the scenes look at how Innocent manage their social media strategy.

1. one tweet away from the sack
how we do social media at innocent

2. hello, I’m John
I’m the social media copywriter at innocent and I hate grapes.

3. • how we approach social media
• how we create content
• the colour blue

4. I get paid to talk about smoothies

8. we want people to feel happy when they see this
• make people love our brand
• get paid to watch TV
• maybe sell some smoothies while we’re at it

9. I get paid to talk about smoothies

10. not talking about smoothies has 215% ROI

12. you are competing for attention
People can choose what to look at.

13. This is a smoothie. It is one of
your five a day and it has no
added sugar. If you would
like to read more, you can at
www.innocentdrinks.co.uk

14. headline
sub
This is a smoothie. It is one of
your five a day and it has no
added sugar. If you would
like to read more, you can at
www.innocentdrinks.co.uk

15. dogs are your competitors

19. “never underestimate the power of nonsense”
My old boss

20. what you
want to say
what people
want to see
v

21. what you want to say what people want to see
Have you heard
about our APR rate?
Here are 10 ways
to save money

22. what you want to say what people want to see
We make bagels now Robert De Niro selling bagels

23. what you want to say what people want to see
almost anything
to do with products
almost nothing
to do with products

24. what you want to say what people want to see
our drinks are one of your
five a day and
also they have no added
sugar and also we give 10%
of our profits to charity and
also we have been using
recycled plastic since 2003
and also we make a dairy
free range too now
nonsense

27. advertise brand not product
Entertain, inspire, inform.

35. “why would someone share this?”

36. everything I just said
In case you nodded off.

37. • You want people’s attention
• People don’t want product adverts
• What can your brand add?
• Entertain, inform or inspire – don’t sell
• Ask “why would someone share this?”

39. how we do our jobs

40. we plan a bit

43. we don’t plan a lot

46. we don’t have sign off
There isn’t time.

50. if you’re 70% sure, go for it

51. we reply to everyone
They pay our wages so it seems reasonable.

54. people give us our best ideas

58. talk like a human

59. a rival juice brand
a rival juice brand
a rival juice brand

60. Sorry Jake, we’re not allowed to take
ideas from people.We’re always
working on new stuff though, so you
never know.
a rival juice brand

61. have a personality
Corporate Robot doesn’t count.

63. stuff will go wrong
We haven’t been fired. (Yet.)

70. no sign off = 215% ROI
This is the bit senior people like.

74. everything I’ve just said
In case you were watching dog videos.

75. • Plan for big days
• If you’re 70% sure, go for it
• No sign off leads to reactive gold
• Reply to everyone
• Talk like a human
• Have a personality
• We never make mistaeks

77. that grape has a 215% ROI
Raisins only have 74%.

78. ignore everything I’ve just said

101. spend money to make money

108. 17 million

109. 33 million

115. in conclusion
It is blue.

116. oh, and…

118. I have finished talking
Thank goodness.