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Social Minds - Social Media Marketing
28 minutes | Jul 19, 2021
Ep. 147 - Inspiration, Delivered: How Deliveroo Creates Mass Appeal at a Hyper-Local Level | Sophie Headlam, Deliveroo
Deliveroo isn’t limited by age demographic, so how does its social team create content and campaigns that appeal to everyone, from a mother of three to a student? In this episode, we’re joined by Sophie Headlam, the global head of brand marketing at Deliveroo. In this, she reveals how to reach mass audiences at a local level, which platforms and features are best used for location-based marketing, and how to craft messaging that alienates no one. Plus we discuss the role of influencer marketing in convenience and how selling food has evolved over the last few years.
10 minutes | Jul 12, 2021
Ep. 146 - SOCIAL IN SIX 
This week on Social in Six, we’re talking about TikTok’s rollout of three-minute videos, WhatsApp’s new additions to voice memos, and Instagram’s recent test that will let all users add links to their Stories - regardless of follower count. Plus we discuss Snapchat’s new ad tools which let users opt-out of specific topics or targeting settings, Pinterest’s TAG Brand Safety certification and all of its new rules against weight loss ads. Finally, we cover TikTok Resumes - the platform’s new LinkedIn-esque tool to help brands find top creative talent. Got a question or suggestion for the Social Minds podcast? Contact us at firstname.lastname@example.org.
28 minutes | Jul 5, 2021
Ep. 145 - Entering Hypnopolis: Inside BMW’s Award-winning Fictional Podcast | Cora Güntert (BMW) & Benjamin Bruno
The most common argument against branded podcasts is difficulty measuring ROI and their impact on sales. Why, then, did BMW decide to create a branded podcast that was entirely fictional, never mentioning their products or services once? And how did that transpire into an Adweek award for the best branded podcast of 2020? In this episode, we’re joined by BMW’s digital audio and voice strategy expert, Cora Güntert and creative director Benjamin Bruno. We discuss the making of BMW’s fictional podcast, HYPNOPOLIS, as well as the brand's second, more traditional podcast, Changing Lanes. We find out the value that BMW gains from audio, the future of sound-based storytelling, and why audio is so popular among modern audiences.
11 minutes | Jun 28, 2021
Ep. 144 - SOCIAL IN SIX 
In this week’s episode of Social in Six, we talk about Instagram’s latest tests - which include an emphasis on suggested posts, Fan Club Stories, and NFT-style collectables. Plus we discuss the arrival of Instagram desktop posting. We also cover TikTok’s new brand uplift ad polls along with its new Jumps feature, Twitter’s new sharing options, the application process for Super Follows and Ticketed Spaces, and Facebook’s launch of Live Audio Rooms and podcasts. Finally, we’re going over the new ecommerce additions to Facebook’s family of apps, including WhatsApp Shops. Got a question or suggestion for the Social Minds podcast? Contact us at email@example.com.
26 minutes | Jun 21, 2021
Ep. 143 - Stand at Attention: Why the British Army Needs to Be Active On Social Media | Alex Schillemore & Sarah Hiorns, British Army
The general perception of the Army is that being a government organisation, it’s traditional. That’s why this conversation with the British Army was so surprising and so valuable. In this episode, we’re chatting to Alex Schillemore, the British Army’s head of digital and content. We’re also joined by Sarah Hiorns, the social media content manager for Capita, which handles recruitment for the British Army. In this, we discuss the crucial role that social plays for the Army, the Navy and the RAF, how the Army uses live streams to attract new recruits, and why even members of the Foreign Office benefit from building a personal brand on Twitter. Plus we discuss the many ways social is helping the Army to change perceptions and how Alex and Sarah have been able to turn a centuries-old organisation onto the power of new digital media.
11 minutes | Jun 14, 2021
Ep. 142 - SOCIAL IN SIX 
This week on Social in Six, we discuss the new details uncovered about Twitter’s Super Follows and the addition of newsletter sign up buttons in creator’s profiles. We reveal the latest efforts from Instagram to keep creators onside, like new content approval processes and the ability to tag two brands in one ad. Plus we explain why Facebook will keep creator products free until 2023. Finally we discuss YouTube Shorts’ UK launch and the new Pinterest feature that will help shoppers on the platform. Got a question or suggestion for the Social Minds podcast? Contact us at firstname.lastname@example.org
26 minutes | Jun 14, 2021
Ep. 141 - The Building Blocks of Creativity: How Lego Uses Social to Surprise and Delight | James Gregson, LEGO Group
Even the world’s most powerful brand finds value in social. For LEGO, it means appealing to all ages through innovative content and pulling off UGC on an epic scale. In this episode, we’re joined by the LEGO Group’s digital creative director for the Americas, James Gregson. He talks to us all about creativity, adapting to constant change, and always staying true to your brand. In this, find out why testing and learning is crucial when you’re a globally recognised brand, how to decide which trends are worth your time, and how not to get swept up in platform fads. This episode is a crash course in creating inclusive content that never fails to resonate with people from all walks of life.
9 minutes | May 31, 2021
Ep. 140 - SOCIAL IN SIX 
This week on Social in Six, we’re covering several new updates from Twitter and Instagram, a few from LinkedIn and plenty from Snapchat. We discuss Twitter’s upcoming subscription model, Twitter Blue, and everything we know about it so far, plus the relaunch of verification and several new features the platform has added to its audio feature Spaces. Over at Instagram we discuss the platform’s new shopping tab for exclusive product launches, the ability to post on desktop and a new feature to monetise Reels. Finally we reveal the new features that LinkedIn has added for events and livestreams, and all the new features announced at Snap’s annual partner summit. Got a question or suggestion for the Social Minds podcast? Contact us at email@example.com.
29 minutes | May 24, 2021
Ep. 139 - Always On Social: How To Craft A Sustainable BAU Strategy | Monica Hu, Twitch
There’s a lot of conflicting advice about business as usual content, or real-time marketing. Its value is widely questioned but many brands find a need for it nevertheless. In this episode, we’re joined by Twitch’s director of social media (EMEA) to discuss the merits of being always-on. Whether it’s scheduling content in advance or reacting to current trends, Twitch has crafted a strategy that works, which Monica shares with us in this discussion. In this, we talk about how to stay inspired, where to allocate your resource for best results, and how to use what you already have. Plus we find out more about Twitch streams and the platform’s creator community for brands.
11 minutes | May 17, 2021
Ep. 138 - SOCIAL IN SIX 
This week on Social in Six, Theo and Eve explain Twitter’s newly-launched Tip Jar feature, Snapchat’s new Creator Marketplace and Instagram’s decision to include pronouns in profiles. Plus we discuss TikTok’s new native shopping tab, which is being tested among a small group of accounts, and Pinterest’s first foray into live streaming with its virtual event taking place the end of this month. Finally we discuss YouTube’s $100M Shorts fund for creators and how this compares to similar features on Snapchat and TikTok. Got a question or suggestion for the Social Minds podcast? Contact us at firstname.lastname@example.org.
35 minutes | May 10, 2021
Ep. 137 - We-Centric Social: How Online Communities Are Shaping Consumer Behaviour | Jack Koch, Reddit
Online communities are more prevalent today than ever before - and that has only accelerated since the pandemic. Few companies are better placed to speak on this shift than Reddit, which joins us for a second time in this episode. This time, we’re speaking to Jack Koch, who is Reddit’s global head of marketing sciences. Throughout this conversation, Jack reveals their learnings from Reddit’s partnership with GlobalWebIndex to explore community-first social media, why today’s consumers are more interested in we-centric messaging than me-centric messaging, and the tangible factors brands can use to predict what their target audience will look for next. Plus we hear about Reddit’s plans for growth in 2021 after the platform reached the highest peak of traffic in its history this February.
8 minutes | May 3, 2021
Ep. 136 - SOCIAL IN SIX 
This week on Social in Six, we discuss several new features being tested, including Twitter’s in-profile tip jar and its Business profile types. Plus we talk about TikTok’s new Lead Generation ads and give you the latest on Pinterest’s Shopify integration. Finally we reveal two big changes for Instagram: a suite of monetisation features for creators and the changes to Instagram LIVE that are set to take on Clubhouse. Got a question or suggestion for the Social Minds podcast? Contact us at email@example.com.
29 minutes | Apr 26, 2021
Ep. 135 - Promotion Material: Why Netflix Wins At Audience-First Marketing | Alexa Diaz, Netflix
Social and digital word of mouth has changed the way entertainment brands approach show promotion. One brand you can’t ignore in this space is Netflix, whose documentaries and original shows take on a life of their own online - just look at what happened with Tiger King. In this episode, we’re joined by the global creative marketing manager at Netflix, Alexa Diaz. We discuss her approach to huge talent-driven campaigns, the merit of underrated platforms like Tumblr, and how to manage viral conversation about one of your features. Plus Alexa reveals the process behind promoting a major Netflix documentary event like Taylor Swift’s Miss Americana or Ariana Grande’s Excuse Me, I Love You, and highlights the sheer power of fandom culture on social.
11 minutes | Apr 19, 2021
Ep. 134 - SOCIAL IN SIX 
This week on Social in Six, we discuss several new features being tested, including Facebook’s upvote and downvote test for Groups and the latest from Instagram’s experiment to hide public like counts. Plus we talk about the newly launched Clubhouse Payments feature, as well as the new audio product that Reddit is rumoured to be working on. Finally we reveal two updates to social commerce: TikToks brand new ad formats and product display options and Snap’s acquisition of Screenshop. Got a question or suggestion for the Social Minds podcast? Contact us at firstname.lastname@example.org.
33 minutes | Apr 12, 2021
Ep. 133 - In Another League: How Esports Is Changing the Game for Social-First Brands | Luke Donovan-King, Guild Esports
Esports has erupted into the mainstream as a central form of entertainment in recent years. The role of social media channels has helped to push it from a subset of sports culture to an industry in its own right - expected to generate $1194.8 million in 2021. So how can brands capitalise on the rise of esports to reach a new audience? In this episode, we’re joined by Luke Donovan-King, director of digital marketing and product at Guild Esports. We discuss the characteristics and behaviour of esports fans that make them such desirable consumers, the opportunities that streamers present for a new wave of influencer marketing, and what brands can learn from Guild Esports’ unprecedented approach to creator collaborations.
9 minutes | Apr 5, 2021
Ep. 132 - SOCIAL IN SIX 
In this week’s episode of Social in Six, find out which feature Instagram, Snapchat and TikTok now all share, what LinkedIn’s latest test tells us about the future of social-first audio, and what YouTube’s new product detection tool means for brands and creators. Plus we discuss the possibility of Twitter adding emoji reactions and downvotes to tweets, the benefits of Instagram adding drafts to Stories, and the arrival of IGTV ads in the UK and Australia. Got a question or suggestion for the Social Minds podcast? Contact us at email@example.com
33 minutes | Mar 28, 2021
Ep. 131 - Being Top Dog: How BrewDog Uses Social-First Trends to Inspire New Products | Josh Benge - BrewDog
BrewDog is known for its outrageous stunts and reactivity. But where most brands would respond to a social or cultural trend with a quip on Twitter, BrewDog lets it inspire new products, which then fuels PR, sales and more online conversation. In this episode of Social Minds, we’re joined by BrewDog’s head of social media Josh Benge, previously of KFC UK&IRE, to discuss the merits of the brewery’s unique approach to product and social. We also talk about when stunts go wrong and how to deal with backlash, how to talk about brand purpose without appearing self-congratulatory, and what BrewDog is doing to forward climate change activism.
12 minutes | Mar 19, 2021
Ep. 130 - SOCIAL IN SIX 
On this week’s episode of Social in Six, Theo and Eve discuss the upcoming launch of Twitter Spaces and all the new features available, TikTok’s new ads library and the introduction of personalised ads to the For You Page, and Instagram’s idea to launch a kids version of its app dedicated to under 13s. We also reveal the details behind Snap Inc’s acquisition of Fit Analytics and what it means for AR commerce, Facebook’s plans for in-stream ads in short-form videos and Clubhouse’s new Creator First program. Got a question or suggestion for the Social Minds podcast? Contact us at firstname.lastname@example.org.
43 minutes | Mar 15, 2021
Ep. 129 - Changing The Game: How Adidas Balances Exclusivity With Mass Appeal | Kyle Elliot - Adidas
Often the most engaging social-first experiences are those that feel exclusive to the audience. But when you’re a global brand with millions of fans around the world, how do you balance that exclusivity with mass appeal? In this episode, we’re joined by Kyle Elliot, senior global social media manager at Adidas. Having worked behind-the-scenes on global campaigns and activations like Tango Squad FC and Adidas’s Rent-A-Pred hotline, Kyle analyses the importance of exclusivity for global brands on social and why major sports brands can’t always conform to consumer expectations. In a nod to the next wave of audio platforms, we also touch on how platform disrupters like Clubhouse and Discord are changing the game.
9 minutes | Mar 8, 2021
Ep. 128 - SOCIAL IN SIX 
This week on Social in Six, we reveal Twitter’s plans to introduce native commerce features including shopping Cards, Pinterest’s investment in video, AR and a new creator programme, and the update to LinkedIn Company Pages that SMMs have been waiting for. Plus we talk about Facebook’s expansions of Shops to the UK and Canada, the tips that TikTok has for brands on its platform and Twitter’s latest feature announcements, Super Follows and Communities. Click this link to watch Theo and Eve webinar on podcasting for the Marketing Meetup on March 9: http://sochn.co/3v7TLhw Want to be on Social Minds? Every other Monday we’re answering your questions about the social landscape. Send in your voice recordings to email@example.com.
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