Welcome to the latest Social Media from the Frontline. This time we chat to Jade, who is Senior Marketing Executive at Swiftcover.com. If you fancy getting involved in our next Frontline, drop us a Tweet @mycleveragency.
NAME: Jade Trimbee
ROLE: Senior Marketing Executive
TWITTER HANDLE: @switftcover
FACEBOOK URL: www.facebook.com/swiftcover
TELL US ABOUT YOURSELF:
I am the senior marketing executive at Swiftcover.com and have been here for the past two years. I started my career in radio about fifteen years ago when marketing was traditional and activity was very much focussed around PR, events and ATL advertising. It wasn’t until about five years ago when I started having an interest in online activity and social media. I joined Swiftcover because the company is well known for their quirky TV ads, and I felt that it was an opportunity for me to get involved with an innovative online company.
When I first joined Swiftcover there were a few Facebook pages that were mostly campaign related. Around the middle of last year we created the first branded Swiftcover Facebook page and had about 7,000 likes by the end of the year. In January 2012, we launched our ATL campaign on Facebook which was a first within the industry and we gained over 45,000 fans within 3 months. The page is going from strength to strength and we have been lucky to maintain our engagement levels since the start of the year.
WHAT DO YOU LIKE ABOUT SOCIAL MEDIA?
Social media is so exciting because things are constantly changing and evolving, which makes marketing all that much more fun. It’s great to see fans interacting with the brand and it gives you a real sense of how the brand is perceived.
WHAT DON’T YOU LIKE ABOUT SOCIAL MEDIA?
I don’t like spammers! Or people who just complain for the sake of complaining. I also find meaningless posts about people quite irritating. Things like ‘I’ve just got out of bed and have a splitting headache’ or ‘time for a cup of coffee’! Rude people also make me cross. I always wonder if people swearing and being rude in the social space would walk around the streets doing the same thing!
DO YOU HAVE ANY SOCIAL MEDIA TIPS YOU’D LIKE TO PASS ON TO OUR READERS?
I would say the most important thing is to understand your audience. Once you know who they are its important to make sure you are using the right channel and the right tone of voice. While Facebook and Twitter are the magic words on everybody’s lips, if it’s not working for the brand, then it’s worth investigating other social media channels to see if there is something that would work better. Other platforms such as Pinterest, Google Plus and YouTube have heaps of opportunities for all brands so don’t disregard them. They should definitely form part of your brand’s social media strategy.
WHERE DO YOU THINK SOCIAL MEDIA IS GOING? DO YOU HAVE ANY PREDICTIONS?
It’s difficult to say because things change so much, and so quickly. I think video will play a much larger role in social media, and I wouldn’t dismiss Google Plus just yet!