ISM 046: How to Use Social Media to Create an Irresistable Brand with Virgin's Hannah Mahony & Greg Rose - Rick Mulready

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ISM 046: How to Use Social Media to Create an Irresistable Brand with Virgin’s Hannah Mahony & Greg Rose

March 17, 2014

virgin brand

In this episode of the Inside Social Media podcast, I talk with the heads of social media for the Virgin brand — Hannah Mahony and Greg Rose.

Greg is the head of content for Virgin and Hannah is the Social and Content Executive. And, just to clarify, this is the Virgin Management group which is the team that directly works with Richard Branson.

They of course also interact with all the other Virgin brands on a day-to-day basis, but there main responsibility is the main Virgin brand and Richard’s content – really cool stuff.

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More About This Show

This episode is a great example of if you, the listener, wants to hear from a brand, I’ll do everything in my power to make it happen.

I’ve always been enamoured with the Virgin brand and thought they’d make a great guest for the podcast. So when I tweeted out a few weeks ago asking people what brands they’d like to hear from on the show, I heard from a listener in the UK that he’d like to hear from Virgin.

And here they are, straight from London!

On today’s episode with Hannah and Greg, you’ll learn:

  • How Virgin uses social media to be the most irresistible brand in the world.
  • How Richard Branson, with his jam packed schedule, still manages time for social media and creating content (after you hear this, we as small business owners have no excuse for not making time to market our business with social and content marketing!).
  • You’ll hear how Virgin stays at the forefront and ahead of the game when it comes to social media and how you can model the same approach in your business
  • And you’ll learn how exactly Virgin uses social media to listen to their customers to make their brand irresistible. And I’m not talking just theory here, we get into the nuts and bolts about exactly how they use social media tools to listen. And how you can do the same in your business.

Episode Resources

Follow Hannah Mahony on:

Follow Greg Rose on:

Follow Virgin on:

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Insider Show Notes: Virgin Social Media Strategies

On choosing which social media platform to focus on…

  • Do your research before diving into any platform.
  • Find which platform your audience is most active and target that.
  • Take the time to learn how the platform works and how users are using it.
  • Use the platform as a consumer before using it from a brand perspective.

On staying ahead of the game…

  • You should always be actively seeking new and better ideas for your social media campaigns.
  • As a small business owner you’re required to wear many hats to get your name out there, but that doesn’t mean it can’t be done as effectively as the big guys.

On how listening benefits your brand…

  • Listening should be the catalyst for any big changes within your brand.
  • Quality customer service helps increase the quality of your business.
  • Using a service like HootSuite allows you to monitor the behaviour of your audience.
  • Tracking your audience lets you know what content you should be putting out in the future.

On establishing your voice…

  • It’s very important to be human and not sound like a robot on social media.
  • Using a more relaxed tone through social media allows you to better express your brand’s identity.
  • Using humour is a great way of connecting with your audience.
  • Treat your audience as humans and they will do the same for you.

On measuring the success of your social media efforts…

  • Keep a close eye on individual comments and feedback to gauge the overall sentiment of your social media campaigns.
  • There’s an advantage for small businesses in analyzing the reaction of a smaller audience.
  • Use your audiences reactions to further improve what you’re doing through social media down the track.

On finding the time for social media…

  • Using social media is just as important as any other method of customer research.
  • Get into a schedule and choose a time every day for your social media efforts.
  • Getting into a routine is the hardest part, but once you get started you may become a little bit obsessed.
  • You cannot afford not to be involved with social media.


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