Discover how Michael Corcoran transformed RyanAir's social media strategy, reaching 1 billion organic views and creating viral TikTok content. Learn about the risky tweets, debunking social media pyramid schemes, and the power of disruptive branding. Get a behind-the-scenes look at the marketing genius behind RyanAir's success in this captivating podcast episode.
Reactive content generates reach but carries risks, requiring careful context and consideration of consequences.
Ryanair's social media team splits time between reactive and always-on content, focusing on quick thinking and newsjacking for relevance.
Brands must weigh context and risks, stand out, and master speed in delivering reactive content for social media success.
Always-on content transformed Ryanair's brand perception by engaging users with entertaining and meme-driven content, shifting focus to quality over quantity.
Deep dives
The Power of Reactive Content
The podcast episode discusses the importance of reactive content in social media strategy. The speaker highlights that reactive content can generate a lot of reach and attention, but it also comes with risks. They provide examples of reactive content that went both right and wrong, emphasizing the need to be careful with context and always consider the potential consequences.
Creating a Cutting-Edge Team
The podcast explores the structure and operation of the social media team at Ryanair. They have separate teams for reactive and always-on content, dedicating 50% of the team's time to each area. They highlight the importance of cultivating quick thinking and creativity in the team, including the use of a 'cutting room floor' where ideas can be freely shared without judgment. The team also focuses on discovering trending topics and newsjacking to stay relevant and engage with current conversations.
Lessons from Success and Failure
The podcast episode discusses the importance of context and mitigating risks in social media strategy. They share examples of both successful and unsuccessful content, highlighting the need to consider potential misinterpretations and take steps to avoid controversy. The speakers emphasize the need for brands to differentiate themselves and stand out, even if it means polarizing some audiences. They also emphasize the power of reactive content and the importance of timing and speed in delivering successful campaigns.
The Transformative Impact of Always-On Content
The podcast explores the significance of always-on content in Ryanair's social media strategy. They explain that always-on content played a crucial role in transforming the perception of the brand and generating organic reach. By creating entertaining and meme-driven content, the team was able to engage with users, build a base of advocates, and change the negative perception of the brand. The podcast emphasizes the need for brands to understand the motivations of social media users, providing entertainment and escapism in order to succeed.
The Importance of Repetition in Marketing Communications
Repetition and frequency are crucial in delivering a message effectively through various forms of marketing communications. While it is possible to use different types of content to convey the same message, it is essential to find efficiencies in delivering the message consistently. Establishing a system to create high-quality video and static content enabled the team to maximize return on production time. By monitoring the performance of the content and identifying successful pieces, the team built a bank of high-performing videos, allowing them to reduce the production volume while maintaining quality. This approach shifted the focus from quantity to quality, resulting in increased viewership and engagement.
Using Social Media Platforms Strategically
Brands can effectively utilize social media platforms without solely relying on organic content. Nike, for example, discontinued organic storytelling content on Facebook but continued to leverage the platform for targeted direct response ads. Lush, a soap brand, also shifted its approach and engaged in social PR by collaborating with creators and influencers rather than publishing organic content. Gymshark initially used social media to build brand awareness through influencer partnerships, and as they grew, they strategically shifted their focus to paid media and other tactics to reach scale. These examples demonstrate the importance of finding the right approach for each brand, instead of following a one-size-fits-all strategy.
Building a Consultancy to Address Social Media Strategy and Operational Challenges
Michael Corcoran, a former social media manager at Ryanair, has launched a consultancy called Frankly to address the lack of strategy and operational pain points within businesses' social media teams. Frankly offers a 12-month program where Michael, as an impartial advisor, develops strategies, assesses team capabilities, and provides operational support. The aim is to empower teams to execute strategies effectively and eventually make the consultancy redundant. The goal is to partner with other strategy and operational experts to expand the consultancy's capabilities and help more brands and businesses improve their social media approach.
Michael Corcoran is the mastermind who led RyanAir's game-changing social media strategy. With a knack for reshaping brand perception and driving organic reach, Michael has earned a reputation as a visionary leader in the digital marketing landscape. His innovative strategies and expertise continue to redefine the way brands engage with audiences in the ever-evolving realm of social media.
In this episode, he shares:
• How they built the WORLD's No1 corporate TikTok account
• The EXACT social strategy that gave them 1 BILLION in organic reach
• The LIES that make social media a pyramid scheme for most brands
• Why 99% of social content is trash
• The behind the scenes of RISKY tweets about Jadon Sancho and Prince William
+ loads more!
This is an absolute marketing masterclass; if you care at all about social media, you’re not gonna wanna miss this.
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Timestamps:
00:00 Introduction
01:16 Getting the Job at Ryanair
04:35 Challenges at Ryanair
06:16 Strategy Behind Ryanair's Social Media Success
09:25 Importance of Understanding Your Audience
10:33 Authenticity in Social Media
12:33 The Role of Strategy
17:01 The Impact of Ryanair's Social Media Strategy
22:35 Challenges of Reactive Content
24:55 Ryanair's Reactive Content
33:17 The Call From Kensington Palace
46:52 Red Circle
40:18 The Sancho/Bartlett Incident
44:47 Reality of Being a Brand on Social Media
45:16 Strategy of Disruption
46:09 Always-On Content
46:56 Social Media Pyramid Scheme
54:38 Social Media for Brands
01:06:48 Why Michael Left RyanAir
01:09:38 The Future
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