Skip to main content

Social Media Dublin: Key Insights Blog – Part 2


Part two of my insights blog on Social Media Dublin 2016 and I’ve profiled another selection of the top points made by speakers from the event including Kellogg’s and Weber Shandwick, for anyone who couldn’t make it ……and a refresher for Social Media Dublin delegates!

Marketing Reach Through Paid Social

Most marketing and communications managers know about the severely reduced reach of organic content on Facebook over the past few years.

On average, as little as 1% of Facebook fans will get to see an organic post from a Page. Advice from a number of key speakers at Social Media Dublin advised concentrate on two areas:

  • Creating original and quality content that’s going to engage well with your audience
  • Raising the visibility and marketing reach of your quality content via paid social media.

If you have good quality content, you are wasting your investment by not promoting properly. However, social media advertising needs to respect the individual network and the nature of social media, so the fundamentals of good advertising and imagery are key.

FB-Ad-Example Harrys


Attention Is The New Currency – Dave Hayes

Dave Hayes from Dublin-based In the Company of Huskies, succeeded in making delegates think more about the challenges of brands getting noticed online. Generation X, Y and Z and united, he argued, by all being part of the Goldfish Generation where ‘attention is the new currency’ making the point that ‘You’re not just competing against your competitors, your competing against everything!’ pointing to the ‘Lamas On The Loose Incident’ as a prime example of online attention magnets.


Lamas on the loose


His advice for brands was to use social media to:

  • Push: Act as another limb to reach customers and target with communications
  • Pull: Engage with them in a way that is useful to them

The importance of utilising paid social media to achieve meaningful reach was also reinforced.


What’s The Point?

Nadia Saint from Weber Shandwick posed a very important question for brands and organisations – “If you stopped using social media, would anyone notice?” An excellent thought to keep in mind for all marketing and comms directors as many organisations devote a lot staff resources to social media but struggle to realise any meaningful value from it. Just because you are using social media for marketing doesn’t mean you are generating value from it, and Nadia questioned the impact and value of some the examples below:


Quaker FB post


Leveraging Powerful Influencers for Emotive Campaigns

Clare Kleinedler, Social Media Lead for Kellogg’s Europe, set out how Kellogg’s seeks to connect and engage with people on social media according to two main areas:

  • Give people authentic experiences
  • Win hearts and minds of consumers via powerful stories

The Chime for Change campaign was hugely successful at leveraging the power of relevant celebrity influencers to support and reinforce a powerful, emotive campaign. Chime for Change is a global campaign that aims to raise awareness and funds for women across the world. The core tactics used by Kellogg’s to promote the campaign were based on a clever mix PR across a range of media including:

  • Partnership with Cosmopolitan
  • Linking with Ellie Golding for Influencer support
  • PR launch even with Ellie Golding
  • On-pack campaign information



Paul McGarrity