When Michael Corcoran, the former head of social at Ryanair, left his role in 2023 it sent shocks through marketing circles. Guillaume Huin, the head of social media at McDonald’s wrote: “You and your team have redefined the industry you were in and opened new horizons for every social team across the world". So what happened, well Michael asked That's What I Call Marketing to help launch his new agency, Frankly, by recording an episode in front of a live audience so he could share his story. Michael shares what went on and wrong in Ryanair, he shares his thoughts on effective social marketing strategies, the importance of thinking strategically, his approach to building and developing teams. He delves into his work at Ryanair, the lessons he learned, challenges faced, and how he harnessed social platforms to bring the airline's unique voice to the forefront. Not only does Michael share his experience and insights but also challenges the audience to think differently about their approach to social media marketing. This is a frank conversation with a person who does not shy away from saying what he really thinks.

01:16 Departure from Ryanair and the culture there

07:12 The Strategy Development Process at Ryanair

17:24 The Challenges of Implementing the Strategy

26:03 The process of Creating and Reusing Content

30:38 Leveraging Controversy for Brand Exposure

38:36 The Launch of a New Social Media Agency

46:12 Audience Q&A

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