Branding with Ercan

Ercan Kamil

Over to the opposite side of the table I rolled to speak to Ercan, who is a Senior Performance Media Manager involved in brand performance. As well as doing elements of what Sammy and Matt oversee, Ercan is tasked with driving brand recognition, for example through paid social on Facebook.

Facebook is proving a useful tool for retargeting especially with the type of products MoneySupermarket offers. Car insurance for example is a product that needs annual renewal so when a year has elapsed since the last purchase that user can be targeted with ads for something they clearly need: renewal of their policy. This a good example of how tracking and retargeting can benefit the user because this user is going to need car insurance and by clicking the ad shown to them by MoneySupermarket they are almost certainly going to save money.

Ercan was attracted to the company because of its focus on digital combined with the financial capability and willingness to keep up with such a fast-moving environment. Coming to MoneySupermarket is not the same as moving brand-side at other companies as they do so much in-house. It is almost – as a mentioned in this blog – like moving to a hybrid of agency and brand.

More than just a ‘social’ media

Had I been more social media savvy I would have tweeted a picture of myself as I stepped in out of the rain to meet Olivia from Halpern. Suffice it to say I was wet. Wetter than an otter’s pocket.

Wet Otter

I had come to seek any pearls of wisdom Olivia could offer me about the ever-changing medium of social media. Originally from an SEO background, Olivia was there when social media started to gain an authority amongst clients who understood the potential of using it as a marketing tool. Now at Halpern, a PR and Communications Consultancy, she works with consumer brands to come up with social media campaigns and strategies.

As the rain continued to drip down my face Olivia explained the benefits of Facebook and Twitter. Something I have learned is that it’s increasingly difficult to appear on a Facebook newsfeed organically but that paid social was becoming more and more effective providing you have good content because of accurate targeting. Twitter is also a great tool for targeted promotions, with Olivia recently having run a very successful event by targeting people’s twitter tags.

One difficulty that still remains in social media is not in tracking results because ‘likes’ and ‘followers’ explicitly tell that story but in quantifying its importance in comparison to PPC, SEO and other avenues outside of digital.

I explained that with my comedy night I was finding it hard to think creatively with social media outside of Facebook and Twitter. Immediately Olivia suggested FourSquare, a mobile app which allows you to check-in much like you do on Facebook except there are deals and offers for the ‘Mayor’ (the person who has checked in the most). This promotes engagement, reach and brand loyalty as well as being quite fun!

I had never heard of FourSquare (although apparently this has been around for a long time) so I asked how she kept up to date with new developments in social media that she could use to stay ahead of the game. The answer? Our old friend Mashable! Did I not tell you that this was a digital mecca to be consumed voraciously until you see the digital media market as descending lines of green numbers? I did. Well, perhaps not the last bit!

Matrix

And with that, having just dried off, I was back out into the rain. If anyone wants to donate an umbrella, get me on @cryingducksman.