This week I had the pleasure of interviewing Ted Hunt who held the role of digital & emerging media manager at innocent drinks from 2006-2010. During his time at innocent he grew and retained innocent’s family database from 70k members to 115k+ members, instigated and grew a loyal Facebook community from 0 to 19k+ fans and an active Twitter community from 0 to 27k+ followers. Read on to find out more.

With the ever increasing uptake of social media, people are getting constantly bombarded with information, do you think it is it difficult to stand out amongst the noise?

There’s a saying that marketing is what you do when you’ve got a bad product. Good products have always generated conversation and social media is just highlighting this right now. Bad products will need to continue to bombard people but good products will earn their attention just as they always have done.

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A concern for many businesses when it comes to social media is the ROI. How can this effectively be communicated to clients and what metrics do you think are the most important to track?

ROI will differ business by business so it is hard to have set definitions. This is causing huge problems in consistently bench mark results. The model that I personally can see the most logic in is the IAB’s recent social media measurement framework based on ‘cost per’ which marketeers are very familiar with.

IAB Social Media Measurement Framework

Source: Let’s Be Human Beings — Ted Hunt.

Along with complete accountability like this you also need to consider and measure the completely un-accountable results like a brands social ‘vibe.’ [Read more about the vibe in Ted's post What's the Vibe?]

Many businesses are trying their hand at social media because they see others doing it. Which do you feel is better, to have a presence in these areas, but not frequently and consistently engage with the audience or to opt out until it can be done better? (Somewhat akin to you s-CRM post.)

I’d encourage any business to begin their social media presence as soon as they can. This way they can learn what works for them and what doesn’t and become comfortable with their tone before and if a tipping point is reached. Social media is also a media which tends to be worn in not out, so the earlier you start the better results you’ll achieve over time by default.

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Do you have a favourite social media success story?

Yes, this one. Although it’s not what most people may class as social media.

And all these things also, but again maybe not the traditional definition of the term.

If you could give one piece of advice to a small business venturing into this landscape, what would it be?

Keep it simple. Human beings tend to over complicate business and marketing when they don’t always need to. If it can be simple keep it simple.

Most people have a book that changed their life, the way they thought or even just how they conducted business, what’s yours?

The Alchemist by Paulo Coelho made be decide to leave my full time job at innocent and go independent so I’d probably say that right now for sheer effectiveness.


Huge thanks to Ted for taking the time to answer my questions. Be sure to follow @this_is_helpful on Twitter to find out more.

Stay tuned to find out who the next interviewee is by following @jonnycampbell on Twitter.

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