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“Social should always connect brand, culture, and community”, George Lee- UK Social Media Awards
George Lee has spent the best part of 5 years working in the digital marketing industry. Graduating from the University of Creative Arts in 2016, he has a background centered around creative arts, more specifically, digital art and media. Whilst spending time traveling, he started a personal blog and supporting social channels. It was during this time that he garnered an interest in social media and digital marketing, which ultimately led him to pursue a career in this field.
Fast forward a few years later, George gained enough experience for Krispy Kreme to offer him the role of Social Media Executive and, eventually, he became the Social Media Manager for the Krispy Kreme UK+ Ireland. He is also part of a panel of esteemed leaders and experts as a judge for The UK Social Media Awards.
In a world that is constantly changing, it would be impossible to find a person who knows everything about social media and still can move forward with new ideas. However, when asked about his experience in this field, George shares his insight, expert (and honest) opinion:
Q: Can you tell us about yourself?
A: My educational background centered around creative arts, more specifically digital art, and media. After completing my degree at the University of Creative Arts (UCA) I took some time out to travel. It was during this time that I started a personal blog and supporting social channels, which ultimately led me to pursue a career in digital marketing and/or social media.
Fast forward a few years, and I had gained enough experience for Krispy Kreme to offer me the role of Social Media Executive.
From day one I was given the space, support, and trust to master my craft, try some new things, and lead on key projects.
Now, as Social Media Manager, I am responsible for Krispy Kreme UK + Ireland social media strategy, content, reporting, and occasional taste tester…
Q: What is one thing to avoid doing when trying to grow on social media?
A: The only thing consistent about social media, is that it is inconsistent.
Avoid thinking that the same thing that worked yesterday will work today. Chances are you'll be disappointed.
Give yourself the chance/time to test your audience and channels. There are no "get rich quick" schemes here. Only test and learn.
Q: What are some challenges for influencer marketing in the next two years?
A: For brands, I feel it will continue to be authenticity.
Influencers have provided accessible and credible platforms for brands to communicate their brand message and expression.
But it's easier than ever for audiences to see straight through an unauthentic collaboration. Particularly when audiences like Gen Z are expecting more meaningful experiences and pledges from brands.
In short, the challenge will be creating more meaningful briefs for influencers/agencies to create authentic experiences AND communicate the brand message.
Q: Which social media trends proved to be the most successful for your business?
A: There's a saying I heard that has always stuck with me.
"Content is King, but Community is the Kingdom"
Get involved in the conversation around you rather than it being a one-way street.
Twitter and TikTok comments have exceptional reach potential if done well.
The caveat being, knowing when you have the invitation to speak. A brand forcing itself into a conversation it has no relevance in can be damaging. And almost always result in a "silence brand" meme.
Q: What is the go-to/must-have tool that you use?
A: Socialblade
Q: What innovative techniques have you used to promote your business/client’s business
A: Krispy Kreme as a brand is fortunate to be shareable, depending on who you ask...
More recently we onboarded with a User Generated Content (UGC) platform that allows us to pull all our tags into one place.
This has provided us with greater access to our community content, and in turn showcase the awesome generosity, joy, and talent that our fans share with us.
Q: Which is the most important social media platform for your business and why?
A: Tough question!
More of a tool but I would say Sprout Social. This is where our scheduling and reporting lives, as well as where our day-to-day customer engagement is managed.
Q: Best campaign ideas that brought your business success and why?
A: The teaser and announcement content for our Xbox collab last year was created with a gamer-centric lens.
The idea was to treat the doughnut as though it was a new console or game launch.
Krispy Kreme didn't necessarily have the invitation to speak to gamers (yet), so leaning on Xbox's credibility and affinity allowed us to create an authentic experience for new and existing fans.
To date, this has been our most successful campaign launch on social.
Q: What is one secret to social media success that no one talks about?
A: For many brands, Krispy Kreme included, the most successful social moments are reactive opportunities. The times where a brand has jumped on the right moment at the right time.
What I don't hear/see as much is the pre-planning that allows the social media managers/teams to get there.
It can be tough to strike the balance between scheduling content and being available to be reactive. But if you pre-plan/schedule well, you may just find your reactive moments will be more successful.
Q: If you could go back in time, what would you do differently when starting your social media journey?
A: Go to more industry and thought leadership events.
I remember being sat in some social media industry events and feeling an immense sense of imposter syndrome. But on reflection, that was a good thing for me.
Hearing and speaking with industry leaders sparks fresh ideas and keeps me on the pulse of what's happening in the world of social.
Q: What do you think the future of social media looks like?
A: Trends come and go, audience behaviors change, and the best thing we can do is be receptive and reactive to what comes next... :)
A big thank you to George for taking the time out of his busy schedule to share his insights into social media management, trends, tools, secrets, and especially the challenges of influencer marketing which our platform hopes to address.
Love our content? We have a variety of blogs that’ll give you important insights into social media marketing and management. We also have a range of tips and tricks you can use to improve your social media presence as well as advice on how to make money as a nano-influencer, increase word-of-mouth marketing and so much more!
And if you're looking to grow your socials, increase engagement and drive brand awareness our free app- ttagz is a great way to do it!
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