Making the most of a viral moment

An AI image of a group of young people happily engaged on their smartphones in response to a viral event. I created this using Alicent, ChatGPT, and Midjourney.

I am thrilled to share that I've been featured in a recent Forbes article, "15 Tips To Help Brands Make The Most Of A Social Post That Goes Viral" . In my contribution I focused on the critical importance of analyzing the elements that make a social media post go viral.

The power of analytics in a viral world

Going viral is every brand's dream, but what happens after?

The immediate aftermath of a viral post can be chaotic, yet this is the exact moment where a brand can make the most impact. While celebrating the win is crucial, your social media team should be able to pivot quickly to keep the momentum going. That's where analytics come in.

By digging deep into metrics and analyzing the viral factors, brands can not only understand what tickled the audience's fancy but also use this invaluable data to inform and improve future posts.

Essentially, we're talking about capturing lightning in a bottle—knowing why something went viral allows you to replicate those elements, so you can continue to engage your audience effectively.

Keeping the momentum

Analyzing the 'why' and 'how' behind a viral post is like being handed a cheat sheet. Was it the emotional element that got people talking? The humor? The novelty? Whatever it is, knowing helps you create a formula that can be used to inform future posts. This proactive approach ensures that you can capitalize on the viral moment in a way that offers long-term benefits, instead of just a temporary spike in likes or follows.

Actionable insights for long-term gains

Being quoted alongside a panel of experts underscores the point that turning a viral moment into a long-term strategy is multi-faceted. From "striking while the iron is hot" to "engaging with the post’s audience first," there's a treasure trove of insights to glean from the article.

Check out the full article here to dive deeper into these strategies and discover what industry leaders think about leveraging virality for brand success.

Whether your brand has experienced a viral moment or not, the insights from this article are valuable for anyone looking to enhance their social media strategy. After all, being prepared is half the battle. Cheers to capturing your viral moment and making the most of it!

Setting the pace

"The pacing team isn't an accident. It's a choice." – Seth Godin

With my transition into a senior marketing leadership role, some things have become more precise and critical.

1. I do not have the 30 cycles that Mark Ritson speaks of for a marketer in their 20's Call to Action podcast(Episode 100). While I've already worked 20-plus cycles, I have 15 more to own and deliver.
2. Knowing the appalling state of implementation, delivery, structure and framework, efficiency, and approach across the industry as regularly reported in Marketing Week and [Marketing Professionals] (https://www.marketingprofs.com/cmp/stateofb2b/22report/sa/#), I do not have time to waste not to do this properly the first time.
3. I want to have an impact; that's one of the reasons why our in-house agency is called Impact, and we deliver results now. So, as per Seth Godin's Choosing your pacemaker, I must link myself to experienced and professional pacemakers.

I am pleased to have semi-regular arms-length access to Mark Ritson and the brilliant teams at Xeim in London. I am excited to return to Cannes for the Lions Festival in a few weeks.

Fortunately, I am a part of the Cannes Lions [CMO Accelerator programme] (https://www.canneslions.com/initiatives/cmos/cmo-accelerator-programme-2023) for senior marketers this year. I look forward to working with Jim Stengel, Suzanne Tosolini, Gary Vaynerchuk and the Cannes Lions education team.

The pace set by Mark, Jim, Suzanne, Gary, and Cannes Lions will be fast and just the speed I need to deliver results and make a positive Impact.

Big Tech Trends for B2B Marketers to Leverage

B2B marketing is constantly changing with the introduction of new technologies. In 2023, staying updated with martech trends is crucial for businesses to stand out and engage with their audience. In my latest Forbes Communications Council Exper Panel there are some great suggestions leveraging emerging tech trends for effective marketing campaigns and achieving marketing goals.

You can read the Expert Panel I am on at Forbes.

Exploring the Impact of Generative AI on Marketing Creativity

With the rise of generative AI, the marketing industry is at a turning point, where AI has the potential to speed up creativity, provide new inspiration, and generate unique ideas. However, the industry must also be aware of the limitations and risks associated with using generative AI. My latest article on Forbes, "Is Marketing Creativity at Risk? Ask Generative AI," discusses the benefits and pitfalls of AI for marketers, offering insights into how to leverage AI tools effectively while mitigating risks.

Tips to improve your email list

A well-managed email list can convert at a multiple that greatly exceeds other mediums. That's why managing your list well and providing valuable content to list members is essential. The most recent expert panel from the Forbes Communications Council has 11 tips to improve your email list, and my advice on relevant content is at number 11.

You can read the article at Forbes here: 11 Tips To Improve Your Email List And Get The 'Right' People.

Writing effective communications plans for the holiday period

Approaching year-end many of us are focused on the upcoming holiday period for our audiences and communities. This period is a time when many like to rejoice and relax. Executing your communications plan is an essential part of the strategy to serve our customers and community.

I am pleased to have been selected to participate in another expert panel, this one discussing 13 tips to write an effective communications plan for holiday marketing. You can read this online at Forbes.

Smart ways to leverage user-generated content

User-generated content such as customer reviews, comments, and other feedback is an important resource that can positively impact your SEO and conversion rates.

Featuring and re-using this user-generated content across multiple channels can help your audiences solve their problems and bring more brand awareness.

I was selected to participate in an expert panel discussing 11 Smart Ways Marketers Can Leverage User-Generated Content. You can read this online at Forbes.

Communications strategies creators can use to market their brand

Marketers and creators use different strategies to reach our target audiences to market our brands. 

As a member of the Forbes Communications Council, I was invited to contribute to the most recent Forbes Communications Council Expert Panel on communications strategy. Along with fellow industry leaders, I discuss how important emotion in our storytelling can be to expand our audiences and increase brand awareness.

Some of my colleagues discuss behind-the-scenes stories, influencers, and brand ambassadors. It’s a good read, and the article is online here: 12 Communications Strategies Creators Can Use To Market Their Brand

Revolutionising how CMOs conduct campaigns

I am delighted to share my latest contribution to @Forbes Communications Council. In recent years, I’ve witnessed the uptake of AI and ML in almost all aspects of our everyday lives. However, marketing has thus far been slow to the uptake due to the supposed threat it poses to the creative process.

In my article, I explore how these technologies have the potential to transform the way we as communications professionals operate; they offer customers bespoke kinds of experiences across different channels, provide vital insights into business, and facilitate creativity. AI needs to be viewed as a peer to marketers, not a threat.

Read the full article here: https://www.forbes.com/sites/forbescommunicationscouncil/2022/09/21/ai-and-ml-have-the-potential-to-revolutionize-how-cmos-conduct-campaigns/?sh=17b3f25b1800

Reaching the underrepresented affinity groups in your community and audience

Almost all communities have different audiences and affinity groups, such as women, LGBTQ+, people of colour, and more. I have written about this before about using design to fix a structural issue impacting civil society. Forbes invited me to contribute to an expert panel on how marketing leaders can reach these affinity groups.

Forbes just published my contribution as part of this panel: 12 Methods Marketing Leaders Can Use To Reach Underrepresented Groups.

There is excellent content in this expert panel written by fellow industry leaders. If you want to ensure you can reach the underrepresented groups in your community, be sure to read this expert panel.