2 min read

Hanne Grainger

Jameson Irish Whiskey

There are so many brands that just talk about themselves. Jameson has been learning how not to do this by trial and error.

Consumer behaviour

Consumers will tell you they don’t follow brands on social media. They will tell you that they only follow friends, celebrities, sports, news, entertainment, meme accounts and others.

Customers don’t say they follow brands on social media, but the instagram followers for brands on instagram sum up to the population of Europe.

IMG_5147

Users actually follow brands that don’t act like brands.

Jameson is competing with all the brands on social media, not just the ones in the spirits market. So how do they cut through?

1. Knowing who we (Jameson) are

IMG_5148

It’s also about the tone of voice in their Copy.

We’re not flippant nor crass. We’re warm and knowingly clever.

2. How we interact

It’s all about two way conversations and getting to know the followers.

Just like a real friendship.

IMG_5150

DO

  • Interesting
  • Trust
  • Banter
  • Confidence (not cockyness)
  • Personable
  • Good listener
  • Know when to be quiet

DON’T

  • Narcissistic
  • Never arrogant
  • Talk for the sake of talking
  • Talk about the things you have a right to talk about

It’s not only about playing and engaging, it’s also about engaging with things they are interested in. An example is how Jameson interacted with buzzeed posts.

You can have fun on a shoe string budget

3. Where we interact

Our Personality’s Always The Same But Like A Person, We Tweak Our Behaviour Depending On Our Surroundings.

Jameson does not repurpose the content across platforms with copy and paste. That’s lazy.

Each social media channel has it’s own purpose.

Instagram: “Where we showcase the real, un-staged moments of our whiskey.”

Facebook: “Where we showcase the real, un-staged moments of our whiskey.”

Twitter: “Our mates are having conversations & we’re here to join in.”

YouTube: “Sit back, take a seat, grab a Jameson, we’re delighted to be spending that little bit more time with you.”

IMG_5152

4. Our friends becoming our family

Jameson leverages their community to talk about subjects where it doesn’t have a right to discuss.

https://twitter.com/NGaberyAdams/status/1062696948703092738

Presentation Photos

#Spark 2018

Ignite Conversations That Connect.

Select one of the pages in this story

header
Web

LIVE! Lessons From Going Live Around the World

@sree Https://bit.ly/sreespark Https://bit.ly/sreetips What I’ve learned from doing hundreds of live videos - my brand-new presentation at #spark in … Read more

header
Web

Winning in Times of Google Apple Facebook and Amazon (GAFA)

https://twitter.com/westermeyer Today the world is dominated by platforms: GAFA. Google, Apple, Facebook and Amazon. European companies are in a difficult … Read more

header
Web

Influencer Marketing in 2019: How to Create an Influencer Marketing Strategy That Generates Results

Twitter: @nealschaffer Website: https://nealschaffer.com/ Neal has been working in social media for ten years and focused on “The Business of … Read more

header
Web

Opening Keynote: The Day After Tomorrow - The Future Anatomy Of Your Martech Stack

Ulrik Bo Larsen https://linkedin.com/in/ulrikbolarsen https://twitter.com/silentcrooner Consumer behaviour is changing and people expect to engage with a … Read more

header
Web

Organic Instagram Growth: A bookish Case Study

Virago is a book store with an irreverent brand personality. We looked into the audience that was already following the brand. Tone of Voice: Agenda … Read more

header
Web

Bringing Social to the Boardroom: How to Drive Real Business Value Through Social Insights

@Sabrodriguez1 Brands on social media outgrow their peers. The rise of adblockers shows that we are moving away from the age of broadcast and to an … Read more

header
Web

How to Monetize Social Media

https://twitter.com/janos_ienciu Social media is already a pay to play world. Groups and Hashtags: are good ways to find and lure people instead of chasing … Read more

header
Web

Turning Strangers Into Friends: Pulling Up A Stool Next To Your Mates, Not Your Followers

Hanne Grainger Jameson Irish Whiskey There are so many brands that just talk about themselves. Jameson has been learning how not to do this by trial and … Read more

header
Web

How to Build a Content Machine Without Spending a Cent

Lisa Toner https://twitter.com/lisatoner13 https://ettch.org/ Bad news, money does not grow on trees and people who have it spend it on absurd things, like … Read more

Follow

Enter your email to get a weekly digest of new posts.