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The Entrepreneur Experiment
EE 311 - The Real Reason I Quit Ryanair - Michael Corcoran - Former Head of Social at Ryanair
Nov 23, 2023
01:18:01
Snipd AI
Former Head of Social at Ryanair, Michael Corcoran, shares the explosive split that caused him and his team to leave their jobs. He also reveals the secrets to generating 2 billion organic impressions on social media. Corcoran discusses crafting resonating content, the strategy behind Ryanair's 'always on' content, and his insights into various social media platforms. He highlights the importance of professionalism and integrity for entrepreneurs and business owners.
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Quick takeaways
- The success of Ryanair's social media team was attributed to their creator-led approach, producing both reactive and always-on content that generated high engagement and changed the perception of low-cost travel.
- Building a high-performing team that matched the brand's tone and style, had potential to become creators, and implemented efficient content creation processes was crucial for consistent exceptional results.
Deep dives
Social media success without paid media
The podcast episode discusses the tremendous success of a social media team at Ryanair, which achieved 2 billion organic impressions over 18 months without spending on paid media. The team focused on a creator-led approach, creating relatable and entertaining content that changed the perception of traveling low-cost. They had a jab, jab, hook approach, producing reactive content that generated high engagement, along with always-on content that consistently delivered the brand's message. The team strategically planned and executed 10 pieces of video and static content every week, constantly iterating and learning from their audience's response. The success of the team led to the expansion of their role in the creative department, but ultimately resulted in the resignation of the speaker and several team members due to management and cultural issues.
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Discover
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Listen to the best highlights from the podcasts you love and dive into the full episode