About Samantha Sile

Samantha Sile, working with content and communities to gather them around the fire. Digital and Social are marshmellow toasting together. Brands peer through the dark looking to invite themselves in. *Awkward*

#SMWLDN “The pursuit of an idea” by BBH

It’s Social Media Week in London and one of the hot topics is about creativity in social. With shrinking attention spans and user generated content (UGC) to compete with, BBH discuss how advertisers need to zag when others zig to find the space where culture is created.

Strategist Damola Timeyin and Creative Kate Murphy give us three things you can use in your pursuit of an idea.

  • Context
  • Bias
  • Data

Context – In terms of your working environment, do you get the feeling they’re all much the same? What do our colleagues and our peers look like, not much diversity there either? FB friends all the same? It’s ok to be similar but how do you gain inspiration from our workspaces when everything resembles a beige cardigan?

Start a brain trust!

Who to include in your brain trust?

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Social Media For Charities

How do you make your social media dollars go further? Ask for advice from a charity. They often have to do more with less. Here’s a look at Macmillan and Amnesty in a Guardian social media masterclass.

First lesson to the room of charity marketers. ‘It’s a paradigm shift not a spreadsheet of figures, but fill in the spreadsheet anyway, charities have to do it all with what they have.’

Macmillan Cancer Support

Carol Naylor @popplestone is the #SocialMedia Manager for @macmillancancer spoke about how to embed social within the organisation. Who are you and why bother? You need to be clear about why you are using social so your employees can be clear with their use of it.

Macmillan know that social media is for keeping people talking about cancer issues so they use social to support and inspire anyone involved with the disease, treatment and care. Carol insists you need to be specific about your aim.


‘When you review your business plans, it’s time you were budgeting for social media as business as usual. It’s time to integrate social as a cost and as a philosophy, and when you use it, it’s about quick turn around times and being responsive.’

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Open Letter To First Utility – Why Didn’t You Call Me? :’-(

I wanted First Utility to want me. I didn’t want to have to be the one to always call, to give my details over and over, being passed from department to department looking for the person who knew me, knew my past. I kept begging for a call back.

But all I got were automated emails pointing the finger at me, saying I wasn’t good enough to be in this relationship. That I didn’t qualify. With a ‘list’ of reasons of why I could’ve done more. But there was only one reason why it didn’t work.

They hadn’t been able to enter my details correctly in their system on five separate occasions.


The lesson for First Utility – please add this to your automated rejection email: If you feel we have made a mistake, please contact us to find out the reason your application has not been successful as it may have been an error at our end.

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Use Social, Mobile & Location In Real Time For Live Event Promotion


At the Digital Doughnut September Meetup at Hoxton Square I chatted with member Habbi from Promogogo. Their marketing tool is for live acts, to assist in campaigns while on tour. I ask Habbi some digital marketing questions on just how their start-up is using social, mobile and location in digital marketing. Continue reading

Inspiration – Think Again | Royal Geographical Society

With a line-up that included Beverly Jackson, head of social at Yahoo (Failing Forward, the power of failing), Scott Cohen, founder of The Orchard (who struggled through rising CD sales in the 90s when he believed in digital music, slept on his couch at work, and now has 20% of the worlds digital music sales go through his company), Chris Barez-Brown that would burst life in any boardroom, John F… Well, you get the point, incredible speakers.

Be Interested. Be Adventurous. Be Together. Be Bold.


The Power of Search – Digital Doughnut September MeetUp

The September Digital Doughnut Meetup was on The Power of Search which could’ve been called the twin powers of search. With the speakers taking up different positions, it was optimised from both ends. Zigfrids at Hoxton Square hosted the energetic group who turned up to listen to the current state of search, how not be searched, and how to get the most out of organic search. Graham Ruddick opened the night asking how many people in the room worked in SEO – 20%, Digital Marketing – 60%, and General – 20%.

The two opposing views on how to use search can be summed up as; to the best of your ability, or to avoid being seen by it at all. Ideally you use both approaches well and use them intelligently.
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LEGO and GE: How they use UGC and Target Geeks in Social Media

storm trooper lego.jpg

With another Social Media Week over, there were some social media strategy standouts from established brands that reminded you of how to target your niche audience with UGC and periphery topics. Your groupies may not always be able to access your product, like General Electric, it may seem ‘too techy’ for those geeks with an interest in fashion or music, or like Lego, you can’t directly target kids through social media but you need to inspire the parents. Katrina Craigwell, Head of Global Digital Programming at GE discussed her strategy to ‘Ignite light-hearted curiosity around science and tech, and to create moments of engagement.’ Lars Silberbauer, Global Director, Social Media, Search & YouTube, at Lego discussed a ‘The joy of building together’ which, for me, brings to mind Coca Cola’s sharing happiness but with more family time.
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What are your Social Media Analytics questions? *crickets*

It was a bit like a first date. There was definitely some tension as the conversation went off topic and no one quite new when to put their hand up. As usual for this analytics meetup, the opinions flowed freely, boundaries were pushed but not broken and the attendees experience levels ranked highly on the London social media ladder.

This months ‘London Web Analytics’ MeetUp by L3 Analytics founder Peter O’Neill was on social media analytics. There were queries as to what you are actually trying to measure for your clients, what measures are useful (not just what they think they want) and how are you going to capture these figures?

Everyone’s on-board with the need for social media but what is it they want? Reach, reputation, because your competition is doing it? How quickly do you start taking risks and why? Is it because you want to seem on trend or just bow to peer pressure? (“Silicon Valley continues to blindly funnel money into Snapchat“). These questions on expectations are to be held in bright rooms with everyone’s hands on the table. But figuring out what you’ll use to measure it all is for a closed room with an e-cigarette, leather bean bag, a laptop and a minibar only of redbull.

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Agile and Unconventional – Digital Doughnut July Meetup

RealVision PPTX slide1

Last month saw a lively bunch of people retire from the fading afternoon sun to attend our monthly Digital Doughnut event, ‘Agile and Unconventional’. As it was my first DD event I researched Agile for Dummies and discovered that Agile is ‘a more modern, flexible project management methodology compared with traditional, rigid frameworks such as Waterfall. I was keen to sit near the front for this one and bring myself up to speed, but to start, I introduced myself to the other attendees and got stuck into some networking.

After a glass of wine and a half an hour, I’d mingled with chatty digital marketers working in a variety of areas; not-for-profit, loyalty marketing, site development, web analytics and a Ukraine based Software Company ELEKS experimenting with wearable tech like Google Glass (see their ‘new kind of sports’ video demo here). In Hoxton, Zigfrid’s music and bar ensured a ‘club’ feel with one participant coming all the way from Bristol just for the event.

The speakers were: James Cannings, CTO at MMT Digital, explaining why Agile software development is king to get to market quickly and then make rapid, iterative updates, and Damian Horner, Ideas Gun at RVTV, revealing how their slightly anarchic approach has allowed them to build up massive interest in a product they haven’t actually launched yet.

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Salesforce of Nature

Salesforce is a big hit. They’re a global CRM company listed on the NYSE who came first on Forbes ‘Most Innovative Companies 2013’ for a second year running.

It’s a convoluted cloud-computing company to examine. Look for a simple breakdown on Wikipedia and you find the caveat “This article may be confusing or unclear to readers”.

At a recent Social Media London session, @MarianCramers gave us a quick rundown on the ‘Marketing Cloud’ product she works on at Salesforce. See this youtube video on it.

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