Why Social Media Shouldn’t Be a Component of your Marketing Strategy

You can’t have a conversation with a marketer these days without them mentioning social media at least three times.

United Airlines

The airline company underestimated the power of social media recently when United forcibly removed 69-year-old passenger David Dao against his will from United Flight 3411. The flight scheduled to leave Chicago for Louisville on Sunday evening, April 9 became an overnight brand crisis for United. The airline needed 4 passengers to give up seats to fly crew to Louisville. 3 volunteered, but United still needed a fourth.

At random, they selected the seat of David Dao. He refused and was then forcibly removed. Other passengers filmed Dao being dragged off the plane by security personnel and getting injured.

From there social media took over! Within a matter of hours, the video has gone viral and outrage ensued.

Apologies from CEO Oscar Munoz were ineffective, and many called for his resignation.


The beverage company released a TV commercial with reality star and supermodel Kendall Jenner earlier this month, which featured a protest. The star approaches the police and defuses tensions by handing one a can of soda.

Pepsi misread their audience.

Instead of inspiring of a message of unity, it provoked a huge, negative reaction on social media. Many accused the brand of blatantly appropriating the spirit and imagery of the anti-Trump resistance, Black Lives Matter, and other movements in order to sell soda.


Adidas is the latest to feel the power of social media. The reaction to its extremely insensitive email sent after the Boston Marathon, with the subject line “Congrats, you’ve survived the Boston Marathon”.

Naturally, the reaction has been swift with many screenshotting the email or commenting online.

The sports apparel company quickly apologized, saying it was “incredibly sorry” for the “insensitive” subject line.

It’s fair to say that enough has been said about these three companies and their social media game in recent weeks.

What it highlights is the power of social media cannot be underestimated. Does this mean that unless you have the knowledge and resources to effectively manage social channels, social media shouldn’t be a component of your marketing strategy?

Why Social Media shouldn’t be a component of your Marketing Strategy?

Marketing is complex. It involves the juggling of multiple channels, an in-depth understanding of the customer, the ability to read data, and more recently, precognition (the ability to see into the future)!

The complex nature of this field is largely why new technology that automates cross-channel marketing and allows for enhanced analytics are so popular.

It’s easy to run from fear. Fear of brand crises for example. So instead of fearing social backlash, the question you need to ask yourself is…

How should we use Social Media?

A common mistake amongst marketers is that social media is just a tool for mass distribution. It’s actually a lot more.

Firstly, it’s a listening tool. Social media’s greatest power is that it enables brands to listen, by monitoring their target customers and learning about what they are talking about.

Due to this listening aspect, social media also offers marketers the opportunity to collect in-depth data on their customers. This analysis can impact the direction of a company, ignite future growth, and help stay ahead of competitors.

Social media is a tool of engagement. It really is the first example of conversation marketing, which with chatbots and messaging apps, is becoming more important.




Who is the Innovative Technology Leader?

Digital Transformation has been one of the loudest calls to action for CIOs this year. When successfully achieved, digital innovation has the ability to achieve both revenue growth and cost reduction.

Businesses are facing unprecedented complexity, as more and more technology enters the market. While the evolution of technology continues to shake our foundations and change our view of the future of IT, the role of the CIO is more important than ever.

Who Is The Innovative Technology Leader?

Transformation is a constant across all lines of business. The CIO is tasked with taking the lead in a way that requires a new business mindset.

Increase efficiency, reduce costs, and stay abreast of new technologies and capabilities. These are normal demands for CIOs today. But now, talking digital transformation in light of the push-pull paradox of technology and cost is raising a lot of questions.

The Innovative Technology Leader of tomorrow will be kept up at night by questions like:

  • How to create a culture of innovation to drive growth and performance?
  • How design thinking adds value to leading edge information technology?
  • What strategies and tactics are needed to move your organization forward?

With rising expectations for the capabilities that IT can provide, and higher demand for efficiencies, CIOs must think strategically about creating structured approaches to identifying, measuring, reducing, and understanding technology needs and costs.

Roughly one in three IT leaders anticipates an increase of more than 20 percent of cloud security spending next year. The biggest cloud security challenges of 2017 will be controlling downloads, evaluating cloud provider security, external sharing and shadow IT. Cloud in particular as cloud infrastructure and mobile devices are the next biggest challenges for IT security. Another risk factor for organizations is the understanding of security issues among board members. The growing acceptance of the mobile cloud has led to several notable trends in IT.

The CIO of tomorrow will be a change agent, “a role that can feel exciting but lonely. This role requires a lot of stamina and persistence, and especially high EQ and communication skills. More attention needs to be paid to the importance of communication.” Lisa Shalett, Former Partner and Head of Brand Marketing & Digital Strategy at Goldman Sachs

Fixing The Disconnect Between The Innovative Technology Leader And Their Board

Consumerization of IT has meant that staff are more demanding and will work around the technology department if their IT needs are not satisfied. Following numerous failed large IT projects confidence in Boards is waning. With many Boards ill-equipped to understand both the potential and risks of ICT, some CIOs feel they would be better suited to govern high-risk technology initiatives. The self-governance of IT management could lead to an exercise in self-interest, however, without the Board to hold them to account and look at the bigger picture. Some therefore still feel the need for Boards to maintain governance of all large projects, with technology no exception.


How to get 1,500+ attendees at your event

Can’t quite believe that it was a year ago that I wrote “How to get an entire city talking about your event for 2 days.”

Seems impossible to me that I am undertaking the final analysis for the Home Delivery World 2016 marketing campaign. This is a great example of how marketing changes in 1 year.

This year the marketing for the Home Delivery World went truly global. Our marketing campaign kicked off twelve months out! Our fully integrated digital campaign utilized all major marketing channels, details below.

Each year, we produced several marketing pieces that are used throughout the campaign. This includes the event brochure, the sponsorship prospectus, the workshop brochure and the post event report – all of which feature our event partners prominently, encouraging them to share across their networks.


Our fully responsive website is updated regularly and visited by tens-of-thousands of home delivery industry stakeholders. Taking the time to train and understand SEO better has helped push us up the Google rankings.


In this day and age, email is the number 1 communication tool of every marketer. So,
how to stand out from the crowd?

We have had great fun this year experimenting with subject lines, personalized copy, images etc. My favorite subject line has to be, “Fancy Chick’Fil’A?” sent at 11:55am to attract opens from our hungry audience. The copy then went on to talk about all the great local legends that are attending our event this year.

With a huge global database, we target by interest, Geo and job title to ensure our messages get in front of the right people.

3 (2274) Home Delivery World 2016 PPC Ad Pack_320x100


2016 saw Home Delivery World officially enter the “digital age”! By working closely with a digital marketing agency, adwords, PPC and remarketing was successfully used to grow our digital footprint.


It’s easy to get caught up with the latest digital marketing craze! Here at Home Delivery World, we never forget the need to be direct. We use direct targeting and messages in all our marketing, whether it be digital or more traditional like a mailing. In addition to our digital activities we:

  • Mailed (yes that’s snail mail” to our local contacts and past customers
  • The team headed down to Atlanta – Face-to-Face always works best!
  • Organized meet-ups – including one in New York


We love content! We regularly post onto online communities, including our own ‘Total Delivery’. With the the help of our sponsors, we have produced and shared over 30 presentations, 2 eBooks (with a 3rd imminent) and over 60 blogs.


Social Media has proven to be a powerful tool of promotion for us time and time again.

Leveraging our 3.000 strong social network on LinkedIn, Facebook, Instagram and Twitter; alongside a targeted Facebook Advertising campaign, has increased the reach of our content, and that of our customers, exponentially.

For 2017, we now have a strong social network to engage with.

Follow us at on #HomeDeliveryW >


Our dedicated sales team ensure no lead is left unconverted! Logging over 60 calls a day, this unprecedented effort has made Home Delivery 2016 the biggest and best yet!


We partnered with over 65 leading press and media. Digital advertising, email blasts and page adverts helped spread the word. Thank to all our partners whose tireless effort and constant support is never forgotten or unappreciated.

In total, over 800 marketing activities have helped to make the 2016 event a record breaker!

  • Mailings
  • Emails
  • Press Releases
  • Blogs
  • EBooks
  • Social Media
  • Flyers at other events
  • Adverts in industry publications
  • Direct sales team
  • Banners & listings
  • Newsletter listings
  • Adwords & remarketing
  • Influencer marketing

There is still time to join the 1,500+ people already signed up. Register for Home Delivery World now >

The power of social media – #SMWNYC & #RareDiseaseDay2016

Social Media Week hits NYC once more! Yet another example of how exciting it is to be a Marketer in New York.

I was fortunate enough (thanks to my boss’ connections) to have the opportunity this week to attend a reception put together by the United Kingdom Department of Trade & Industry. It was lovely to spend an evening with fellow Brits who have moved or are moving to the Big Apple – all of whom are interested in marketing. UKTI gathered a group of 12 UK tech companies in NYC. It was great to get to network with Founders and Social Media Directors from The Round, Seen It and more.

And #SMWNYC has hit just at a time when I launched my social media campaign for World Orphan Drug Congress USA to coincide with Rare Disease Day 2016.

Every year, I am so inspired by the work of Rare Disease Advocates. And it’s great to see the impact that social media has in raising awareness and raising funds. #RareDiseaseDay2016

“Can’t ignore having completely energized & transformed research, connecting pts/researchers globally.

Rare Disease Day is such an amazing example of how powerful social media is. So get involved and celebrate Rare Disease Day – wear jeans on Monday Feb 29th or read this blog on Total Orphan Drugs about how you can get involved.

How to get an entire city talking about your event in 2 days

Marketer in New York

Home Delivery World Billboard


A little over a two weeks ago myself and our Managing Director headed to Atlanta on behalf of Home Delivery World 2015 which is taking place this year on April 8-9. This year for the first time, this event is now an expo with over 70+ stands and an expected attendee number of over 1000.

One of the challenges in marketing this event has been ensuring that we are promoting to the right people in Atlanta and Georgia. So 4 weeks before the event, we headed to Atlanta. With 6 scheduled meetings, 1 radio interview and 500 vis-tickets to distribute we had our work cut out for us!

What were the results?

In just two days we managed to distribute 400 Visitor Tickets via the Atlanta-based sponsors and associations we met with. We also met with the Metro Atlanta Chamber of Commerce- Supply & Logistics Division whose partners which…

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Lifecycle marketing – guiding the customer by personalising their experience

At #CNX15 today, an interesting prediction was presented: By 2019, 75% of marketing spend will be allocated to digital marketing.

Thanks to new technology the customer is connected to more information. For marketers, this means that the margin of error is wafer thin. That’s not all, the connected customer has their own power tool! In 2014, mobile technology took over PCs and desktops as the favoured tool of customers to search. This change in customer behaviour demonstrates the importance of digital marketing these days and the necessity of mobile optimisation!

How can we as marketers anticipate and satisfy the needs of the connected customer?

The answer – Personalisation. 

Customers want an experience that is personalised to their needs. 44% of consumers buy more from retailers who personalise the experience across different channels. To drive revenue, it is important to track purchases, preferences, site searches and abandoned cart transactions to enable you as a marketer to tailor customer needs.

Personalisation guides the customers through the lifecycle to purchase and repurchase. Lifecycle marketing is proven to improve rates of revenue, referral and retention.

Joel Book, Principal of Marketing Insights for Salesforce Marketing Cloud spoke about the 5 keys to success in digital marketing in the future. Each key demonstrates that personalisation is the future.

1) Personalise the experience – the connected customer wants a personalised experience.

2) Audience development – comes back to data and using data to understand the consumer, then using this information to personalise the experience.

3) Mobile optimisation – take advantage of the connected customer’s power tool! Digital marketing has to be mobile optimised.

4) Social media marketing – or social listening. Tools like twitter lead cards or facebook custom audiences help marketers to target their message and analyse engagement.

5) Journey management – guiding your customer through the lifecycle has been proven to increase revenue, referral and retention.

What #CNX15 taught me today was the importance of analysing the past to predict the future. Digital marketing is channel of the future that will enable us as marketers to use this data to personalise the customer’s experience.