Getting Cannected

Our Digital Marketing Account Manager, Emily Smith, recently attended ‘Cannected’ by Facebook. The event was a celebration of the creativity of the UK’s digital marketing industry. Cannected was aptly timed to coincide with the Cannes Lions Festival.  

Marketing for broadcast

Alice Tonge from 4Creative gave a great spotlight on how to make the most out of your creative journey. Top tips were ‘do the obvious, then do the opposite’, she also spoke about how making mistakes was super important for the learning process and how sometimes, the best ideas come from having no brief at all! Alice put a massive focus on trusting your intuition when it comes to creativity, rather than being dictated by the ‘right way’ or the ‘familiar way’. Alice spoke about the fantastic ‘Gay Mountain’ video created by her team, which aired across all of Channel 4’s television channels on the day of the official opening of the Sochi 2014 Winter Olympics, 7 February 2014 and was designed to provoke conversation surrounding sexuality and discrimination in sport. Gay Mountain drew a hugely positive response, with ‘ ‘likes’ outnumbering ‘dislikes’ on YouTube by 10:1 after two months following its release!

Facebook to reach a younger audience

Another fantastic speaker was Heidi Ellis. Heidi is the Head of Media Strategy for the BBC and spoke about how she and her team overcame the challenge of appealing to a ‘new’ younger audience with the new series of Doctor Who. She explained the creative process, how her and her team brainstormed about ‘what was missing’ and how the decision to introduce a female doctor, was reached. The media team ran several experiments on Facebook with small trailer extracts in areas such as: comedy, action and so, on. The target audience was 18-24 and they used learnings from the reactions to all trailers to help them create the perfect dynamic video for broadcast.

Influencing politics

Gemma Bardsley, Consulting Director of Ogilvy also attended the event. If you haven’t heard of Ogilvy, they are the amazing agency who worked alongside Greenpeace to launch the David Attenborough campaign to get plastic out of the ocean! Gemma talked through how Sir David Attenborough delivered The People’s Seat Address to World Leaders at #COP24, as well as the planning and design for the campaign – which aimed to put the people’s voice into the United Nations and using a majorly respected national treasure, seemed to do the trick. The impactful film, created for Greenpeace, called on supermarkets to dramatically reduce their plastic footprint, which has already been signed by more than 1,234,782 to date.

AR and sensory marketing

Another interesting speaker was James Bennett – Brand Development Lead at Instagram. James presented some super inspirational slides on how Facebook and Instagram are looking to bring AR into marketing with interactive ads and filters, designed to give the user a more personal experience. Vlari MacLennan (Strategy lead) and Vick Daltrey (Creative lead), from Mother London, also presented some interesting campaign ideas for KFC – which linked mindfulness to the satisfaction gained by indulging in a purchase from the brand. The two spoke about how they noticed the sound of crackling fried chicken sounded similar to raindrops and they incorporated this onto their Instagram stories campaigns to add depth to the ad and emote a feeling of calm, to keep the user’s attention.

The event was nicely rounded off with networking and entertainment – Emily enjoyed meeting other digital marketing professionals from the industry and sharing her Facebook expertise with a wider audience.

Want to find out more about how you can use Facebook to help your company grow? Call us today on: 020 7993 9853

A Day In The Life Of A Broadplace Apprentice

How I became an Apprentice

At college the nearest thing to digital I had was Photography, which was only one of my four A-levels, yet I spent most of my free periods and time outside of college on my photography work simply because I enjoyed it.
I struggled with the looming decision of what to do after college, as web development wasn’t creative enough for me, while graphic design was not technical enough for me. I then focused on trying to find something that really stimulated my brain, and I thought back to when I ran my own clothing line at the age of 15.
This was a time where many small clothing lines were really emerging through scale-able social media campaigns.  I was checking my brand’s Facebook, Twitter & Instagram constantly, running competitions and really enjoying social media and digital advertising. 
That’s where I found digital marketing – something that I could be creative and technical in.

A typical Monday – no tea/coffee making here

I am currently 7 months through my 12 month Level 3 Digital Marketing apprenticeship, and this is what a typical Monday looks like for me:
8.45am – Arrive at work and get all set up for the day, then chat with colleagues about their weekend over some delicious beans at our Monday morning coffee club.
9am – I would start by catching up on emails, and any priorities make it into my to-do list for the day.  I try to stick to checking my email only once an hour and turn the notifications off so I can concentrate on my current task.  In a typical morning I would be completing short but urgent tasks such as adjusting budgets for a client’s Facebook Ad campaign, checking there are no issues with my client’s Google AdWords accounts or writing new ads for a client’s LinkedIn campaign.
11am – We have a 10 minute break here to stop our eyes from going square, I usually take a quick walk downstairs (we are top floor in a shared office) and get some fresh air, then have a 5 minute game on our air hockey table.
11.10am – After completing any urgent tasks, I can then focus on ongoing tasks, such as researching keywords for a new client or creating reports and analysing account’s performance.
12am – I have a scheduled call with a client here to discuss their accounts performance.  We discuss the accounts performance and my commentary on their CampaignHub report, our in-house reporting software.
1pm – I eat my lunch in our office ‘park’ then relax on our array of coloured bean bags.

What You Really Need to Become A Digital Marketing Account Manager
Work Hard | Play Hard – The Broadplace Philosophy

2pm – I look at my monthly development plan from my apprenticeship provider and see what units from my qualification I should be working on.  From personal experience expect to spend 20-30% of your working time on your Level 3 qualification.
3.50pm – We have another 10 minute break here which I normally use to get some fresh air and a snack.
4.00pm – I try to spend 30-60 minutes on improving my skills on something work related, or learning something new that I can apply in a clients account, for example learning best practice on a new type of Facebook ad.  After this I would check my to-do list and see if I can complete anything else in the last part of the day.
5.30pm – I finish for the day and head home.

Other Aspects

This opportunity has given me great experience in so many different parts of Digital, such as SEO, social media management, PPC and more.  Employee growth was the deciding factor for me joining Broadplace, as in my interview the success story of Akash Raval, a previous apprentice turned Key Account Handler, really impressed me.

Apprentice Award Winner
Former Apprentice Wins Key Account Handler Of The Year

I found it difficult to find out what an apprenticeship would be like every day, so hopefully this post has given you an insight into what apprenticeships are really like.  If you are interested in opportunities at Broadplace then head over to our careers page.

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