Author Archives: Andrew Roberts

We create and execute marketing campaigns that harness the power of social media. From social strategy and campaign development to blogger outreach. From content creation and build to community management. We maximise the power of social.

#moyesout – How to ignite a community

It’s Monday morning, and Gravity’s resident United fan enters the office to an unprecedented level of abuse. After their (somewhat) shocking 3-0 loss to Liverpool over the weekend, conversation in the office quickly turned to Moyes’ shaky position at the helm. This made us think……

Content is king but distribution is queen and she wears the pants

michelin man“How do we sell something to people they don’t know they need ?”

“What if we create something that both educates, entertains, informs AND gets people talking about us? We could give it away for free at first and if it works we could even start to charge for it!”

This wasn’t a brainstorm or strategy session at Nike or Red Bull HQ but rather a conversation that (might have) happened 114 years ago in Paris discussing how to sell more tyres. The result was The Michelin Guide which now sells 14 editions in 90 countries. Read more on Content is king but distribution is queen and she wears the pants…

Mandela’s death: Kanye, Obama, Styles and selfies

Perhaps the most amazing thing about this history defining event is not the volume of mentions, but the sparks of conversation and sways of influence that we saw. Three of the most influential tweets in the wake of Mandela’s death were from Obama, Harry Styles and Kanye West. Both Barack, and Kanye collectively inspired (if that’s the right word) over 55 thousand people to tweet in support, or for whatever reason, anger. Both of these tweets were, subjectively, thought provoking quotes from two extremely influential figures – perhaps that’s an understatement actually. One extremely influential person, and one man who became the most powerful and influential individual on the planet. Then you have Harry Styles.

Google Hummingbird: rewarding high-quality web content

bird2An old myth about SEO that still persists is that it’s still about “keyword stuffing” your on-page content, hence the old joke: “An SEO copywriter walks into a bar, pub, public house, hotel, restaurant and orders a beer, lager, wine, whisky, drink”.

Imagine if every page, post, article, blog, report you read was written this way. It’d get annoying, irritating, infuriating pretty fast, right?

Google thought so too.

That’s why, year on year, they’ve been refining their algorithm with the ultimate goal of rewarding “natural” content located through “conversational” search.

Read more on Google Hummingbird: rewarding high-quality web content…

Facebook wants us to break out of ‘social jail’

facebookPerhaps suitably Social Media Week kicked off with a servant of the King of social in the form of Ed Couchman Head of UK sales for Facebook. Couchman who used the soapbox (sorry Keynote) to spread the word that (his words) “Facebook is one of the most effective marketing platforms on the planet” clearly Couchman was here to sell but the message he delivered was considered, and whilst self-serving, responsible.

Read more on Facebook wants us to break out of ‘social jail’…

It’s not (just) about the ‘Like’ — it’s the Return on Relationship

Last Monday offered us the chance to spare a thought for the poor souls who spend their days veering between vilification and rejection, often overworked and underpaid, yet ‘one of the most powerful groups on the internet’ according to Marketwire – yes, it was Community Management Appreciation Day. Read more on It’s not (just) about the ‘Like’ — it’s the Return on Relationship…

Social Brand? Social Business? Serendipity? Or just great meatballs ?

So social by itself does work ? or is it the sum of the parts ? or (more cynically) is this just a serendipitous tweet ? Well I think it is not any of these in particular, but in fact all them – in short BA is a ‘Social Business.’

SXSW Day 5: Bringing it together

The final day featured a UKTI and Chinwag networking event – The Great British Breakfast including Heinz Baked Beans and specially imported Yorkshire Tea as an incentive for everyone to get up early !

There were a huge variety of different attendees with the best of the brightest of the UK digital media industry (Us) along with US investors and International media. There was a great buzz about the week and lots of difference perspectives about the event, the talks, the parties and the launches and what was the next big thing! Read more on SXSW Day 5: Bringing it together…

SXSW Day 4: Mon: Biz Stone, Al Gore, Sean Parker and Jay Z !!!!

The day kicked off with more sunshine and UKTI sponsored roundtables attended by Google, Twitter, Microsoft, Pepsi and Discovery – we each had 45 minutes with top 2 choices – I met with Pepsi and Twitter.

- Josh Karpf at Pepsi told us how they are actively investing in tech / development as a means of keeping up with what was going on and give back to the community. They really seemed to be following a test and learn philosophy and he claimed it was working well for the brand with new work coming out soon. Read more on SXSW Day 4: Mon: Biz Stone, Al Gore, Sean Parker and Jay Z !!!!…

SXSW Day 3: Sun – What a difference a Ray makes

Woke up top Sunshine and 80 degrees – YAY !

Started the early day in a Austin Café filled with runners, chilling and delegates mixing – coffee, pancakes, emails and Twitter.

I decided to see a different side of Austin and stayed away from the Convention Centre and Hilton and opted for panels in OMNIS and experience the breadth of the offering at SXSW with lateral subject such as How to Think, be creative and learn more about technology and software development. Read more on SXSW Day 3: Sun – What a difference a Ray makes…