Navigating the digital landscape (and doing it well) is more critical than ever for corporate brands and reputations. Much like the Financial Times, LinkedIn plays a pivotal role in reaching key audiences for senior executives; mastering the professional platform to connect, influence, and protect corporate interests is now indispensable. We first started to notice LinkedIn shifting to prioritise personal pages over brand pages in 2022 across the brands and senior executives we worked with, and our recent research proved it , showing that: Average engagements increased by 32% for execs between July 23 and July 24 CEOs will get 35% more engagements on LinkedIn compared to their brands despite having less than 10% of the following We recently had the opportunity to discuss this with the LinkedIn team at an event at our offices in London, and co-founder Katie summed the key points up in   this post. Here's what LinkedIn's personal analytics looks like, looking at impressions over the course of a year. Cue - Creator Analytics - LinkedIn analytics for personal pages LinkedIn Analytics isn’t a new feature, but one that is rising in prominence as senior executives explore the benefits of a regular content schedule on their personal pages.  Why do we like it? OneFifty approaches any activity with a solid data and analytics foundation. We always ask what works, what doesn’t, and how you can tell whether your efforts are making a meaningful difference to your company's marketing—LinkedIn personal analytics is one way we can do this.   What analytics does LinkedIn offer for creators and personal pages, and where can I find my stats?   LinkedIn Analytics are free to download, and we’ve linked to the two main views on LinkedIn Analytics below: Impressions Engagements You can view your results online, or LinkedIn offers the opportunity to download a CSV of data, allowing you to explore metrics and statistics such as impressions, engagement, top posts, and demographics in more depth.  Want to know who is seeing your content? Job titles is a great way to ensure you're reaching the right people. Why should brands and/or senior executives care about this? Maintaining an active presence on LinkedIn is more than just building a personal brand and finding job opportunities. For senior leadership within organisations, it’s a way of building brand presence and driving preference for your company by putting the people in the organisation at the heart of it.  People like to hear from people, and want to work with people. Or, as we say, people > pages.

As a general rule in our industry, once you go client side, you never go back. Sarah Carey talks us through why she joined OneFifty. So when Alex and Katie asked me to join them at OneFifty, leaving my cushy 9-5 job behind and jumping back into the world of client management, it’s fair to say I was a little apprehensive. I’ve known Alex and Katie for years (in fact we met when I was Alex’s client at Just Eat ) so I knew it wouldn’t be so bad, and even if it was, I could always get another client-side job anyway. So I followed my gut and took the plunge, handing in my notice and saying goodbye to an easy life of gossiping in the kitchen, having meetings about meetings and cutting agency budgets. I’m now four months in and I’ve decided to write this blog post about what scared me most about the transition, for anybody else who needs a little push to leave their 9-5 and make the leap into the world of consulting. 1: Switching off / on The thing that scared me most of all was losing my work life balance. Having a job in an industry that switched on at 9am and switched off at 5pm on the dot meant I was free to spend the rest of my time doing whatever I want. Since starting at One Fifty, I’ve barely even looked at a watch, and I’m not sure I’ve ever left at 5pm! My house is definitely less tidy than it used to be, and I have to get up earlier than ever to fit in a morning run; the balance has definitely skewed in the work direction... But the thing is, this doesn’t really bother me at all like I thought it might. Yes, I might have to deal with a client crisis during the weekend, and yes, I’ve chosen to write this at 9pm at night, but I’m never bored, and I’ve found that being busy and doing things at the time that suits me is pretty good. Why? Because when I choose to switch off, it’s my choice, and when I choose to switch on, I’m ready to work. 2: Ownership When you work client side, you have a product, a brand or an experience that’s yours, and you take enormous pride in it. You hate your competitors and you dedicate yourself to building something, and you get to see results. I was nervous that I’d hate working for other people’s brands, and I’d be jealous or resentful of them, and that I wouldn’t feel a sense of ownership over what I was producing. But I’m pleased to say it’s been completely the opposite! I’ve realised that although I don’t have ownership of the brands I’m helping to market in the same way I once did, I have ownership of their experience of OneFifty, and that’s just as good. The joy of working at a startup means you see every effect your input has on clients, and you’re proud of producing great work. It also means you’re accountable when you mess something up, and that responsibility can be daunting sometimes, but it drives you to do the best you can. 3: People can be annoying, and that’s okay I won’t lie; sometimes clients can be frustrating. I’ve been one, so I know. Sometimes budgets get cut, sometimes you have to stay late to deliver a project they decided they wanted at the last minute, and sometimes they just change their mind for no reason. It sucks. Having been a nightmare client, I was understandably nervous about being on the other side! The beauty of switching from client to consultant means you have a level of understanding where it comes from, because you’ve been through what they’re going through. Not only can you can build better relationships because of it, but it helps you to understand that clients are humans too, and not totally evil (maybe just a little bit evil). So all in all, I’m knackered, and I really need to tidy my house, but if you ask me whether it’s worth ditching your boring 9-5 for something a little bit less predictable, the answer is definitely yes.

Social media jobs and internships - what are we doing? Being architects of what comes next requires, well, ‘architects’ (we are yet to hire an actual architect, for the avoidance of confusion – it’s a term we use to cover clients, colleagues and partners in identifying what next will be, and building it). We do this by hiring the best, then giving them the opportunity to explore their excellence, in what we call a ‘coaching culture’. We focus on ‘coaching’, as people have a higher degree of autonomy and self-direction than in many workplaces, but we are performance-orientated. Coaching ensures that excellence grows, with a singular focus on driving individual and collective performance. The way our team spend their days reflects that. A key component of hiring the best is ‘growing our own’. We work at the cutting edge of a rapidly evolving industry, and we have a long-term aim for half the team to have started their careers with us. Why? We think it is a strong driver of culture, it’s a strong indicator of career development opportunities being present in abundance, and, frankly, we believe we can better equip people to learn to be architects of what comes next than anyone else. 2021 sees us build on the strengths of the internships we’ve run since our early months, which have formed the entry point for new talent. This year, to help fuel our continued growth, we’re expanding our entry-level recruitment to three distinct opportunities: Our existing 3-6 month social and digital internships will continue. They’ve identified brilliant people, many of whom work as experienced team members today. We advertise these when we have need – keep an eye on our LinkedIn page . These are open to any applicants. At the time of writing, we’ve got an Influencer Relationship Internship live We are introducing a Trainee scheme . All the details to apply here – but the key thing is that this is a programme to hire University graduates into the business on a permanent basis, with a structured one year programme We are creating 3-month Headstart internships – which are only available to people who AREN’T University graduates (or currently studying at University). This opportunity is based on some brilliant people we’ve had working with us, who hadn’t felt University was right for them. The opportunity has specific support built to create the ‘headstart’ to develop skills needed for architects of next which aren’t typically developed during school. You can apply here Lean more about our commitment to equality. This range of different opportunities is designed to ensure that the best talent can join, develop and grow within the team. As with everything we do, it’s based on analysing data – from our hiring to date, and the wider market, with the goal of driving excellence. Let’s create what comes next. Meet the team.

Principal Consultant Sarah Carey tells us why her weekends are for studying mental health… One of the unusual things about OneFifty is that, aside from what we call a ‘universal skills minimum’, we’re pretty self-directed in our professional development (learn more about how we grow great people here ). There isn’t one particular course somebody has to take to progress in their role, we don’t force people to take a day away from their desk to learn about time management skills (the irony) and mandatory training is generally done as and when it fits a client need. Instead, we’re guided by our OKRs, whereby our individual roles contribute to the success of the business, and this includes setting ourselves targets for our personal development and skills acquisition, with a view that these skills should help ladder up to the overall company objectives.  As part of my development OKRs over the past few years I’ve: Taken on reporting duties to help get a really thorough understanding of our research processes Attended photography workshops Gone all in on PPC campaigns for 6 months to get to know digital acquisition inside and out. But in Spring 2021, I wanted to do something a little wider than skills development, whilst still contributing to OneFifty as a business. So, I decided to become a Mental Health First Aider, training online with Ben & Sarah from the Good Mental Health Company. What is a mental health first aider? A mental health first aider is the psychological equivalent of a physical health first aider – their key goal is the preservation of life when somebody might be experiencing a mental health issue. We’re there to listen non-judgmentally, signpost towards helpful support channels such as a GP, and generally be compassionate and understanding if somebody is experiencing a crisis. I knew this was something I personally wanted to do having had my own experiences with depression and anxiety, which I’ve been really open about with the team here. As part of the leadership team within the business, I’m personally responsible for creating an environment in which people feel comfortable talking about their mental health. I know from my own experiences that the ability to speak honestly to a colleague about how you’re feeling is really important in overcoming workplace stigma, and can counteract negative attitudes towards mental health. That’s why, over the course of 5 weeks in Q1, I spent my evenings and weekends poring over YouTube videos, text books, webinars and online lectures in a quest for knowledge about mental health. The course doesn’t just cover the basics of mental health in the workplace – it goes into the science behind why some people have a certain brain chemistry, and teaches you how to recognise the signs and symptoms of different mental health conditions. To get the qualification, you have to undertake an assessment, answering a variety of questions about different aspects of mental health, and going through a roleplay to help signpost somebody to the right support. Nerve-wracking but I’m pleased to say I passed with a near perfect score! (I’ll be mad about the 1 question I answered incorrectly for years to come…) What’s next? I’m really happy to say I’ve been able to put what I’ve learned over the last few months into practice in both my professional and personal lives, and I’ve definitely got the bug for learning – weekends are now dedicated to Yale University’s Introduction to Psychology online course! But the most exciting thing is that I’m helping to build a positive culture, not just within OneFifty, but in a world in which talking openly about mental health is more important than ever. Thanks for reading, and if you’d like to know more about Mental Health First Aid, send me an email – I’d love to chat.  Helpful resources Mind Charity website Mind Charity YouTube The Good Mental Health Company Crash Course in Psychology

In the first of a regular series we’re calling #ArchitectsOfNext, we sat down with David de Koning , Head of Communications at Funding Circle . As one of the UK’s most disruptive and innovative businesses, he discusses his views on the evolving role of social media and data. This series aims to inspire others with firsthand insight into how people shaping innovative digital engagement models think and deliver their work. David de Koning is not the conventional face of finance. The marathon runner has a warm informality and baby face (he disputes this point) which sees people light up around him: from the ladies in the Funding Circle canteen as we chat, to our photographer. It’s that disconcertingly open, trustable approach which explains much of the unconventional, and refreshing model he’s bringing to life for the financial services sector. Throughout our conversation, he returns to the themes of trust and transparency, which he feels are at the heart of an alternative way to drive customer and stakeholder engagement – not to mention the Funding Circle business model itself. “Culture matters when you’re taking on one of the largest and most conservative sectors” de Koning enthusiastically outlined. “How we behave internally extends all the way to the conversation you have with us on the phone, to the feel of our tweets. If we’re not totally transparent and trustworthy throughout, people will know”. Referencing the book Legacy, about the All Blacks rugby team’s famous and self-renewing humble culture, he continued, “The All Blacks still ‘sweep out the sheds’ (changing rooms) after every game. It keeps the world’s best rugby players grounded and united. I think about that for us, but in a much more British way. How do you have a culture about fast decision making, about empowered people, who are self-regulating? Rather than a changing room, it’s about if someone spills a cup of tea, would you sweep the floor, even if it wasn’t your cup of tea, because it is for the greater good?” If this sounds very Silicon Valley start-up tech infused, that’s deliberate. “We have a unique perspective because we are a fast growing FinTech company. People forget how opaque the financial services industry was, pre-2008 – and remains today for many organisations. For people to trust an online company they had never heard of, doing something no-one had ever done before (P2P lending), with significant amounts of their own money, needed a different model to engage and build that trust. Transparency is the only viable solution.” That openness, and novelty in a highly traditional sector comes easily to de Koning – a man open by nature. “We use data to understand what matters to people, and then build our engagement models around it. For most people, money is at the heart of our emotions – it is about security, status and wellbeing. If we wanted to disrupt an industry, we needed people to trust us with one of the most important parts of their identity. We also had to change behaviours: small businesses have been going to banks for financing for centuries. To do that, from our starting point, we had to show people we were different. We did, and continue to do so, through being very open about our data. We share nearly everything, right down to our bad debt curves. More people should be giving their data away to those who care about it.” During our conversation, this struck me: de Koning’s challenge is not worrying about whether the brand is getting people to LOL as much as the next one (which is often the proviso of consumer brand leads), but how to create different models of engagement, in an industry which is often reviled by customers of all types. “Financial services is complex, and on a content level, we use social media to digest that complexity, and break it down. It’s about simplicity – the “my Mum test”: can she understand it, and does it engage her. The age of flowery language has gone – it shows a complete lack of understanding of your audience. We’re in the business of mining data, and breaking that down for you. “Our blog is the first port of call for all our engagement. It’s where anyone – customers, stakeholders, media, prospects – can find out what we’re doing first. Twitter is then used for the more passive, but interested, whilst the (private) forums are for the hyper-engaged.” It’s apparent this allows for a natural segmentation of interests, which also allows a tailoring of content and engagement types. “The worst thing for our 45,000 customers, would be to wake up and find we’d changed a product, without letting them know first. Do we always get it 100% right? No, but we do believe in engaging constantly, and transparently – when we do this well we avoid that ever happening. We hope that helps us to build trust. – It doesn’t mean everyone gets a vote – we’re a business, not a direct democracy – but it should  mean there are few surprises, and you’re always valued and shown the respect you should be, given you’ve trusted us with something so valuable to you. “It’s easy for brands to view customers as monolithic blocks, when actually they are an assortment of hugely diverse people, with hopes, fears and aspirations of their own. Using data, and having a socially-driven engagement model allows us to treat them as such.” One could sit in the uber-cool London office, and think this is a lovely sentiment, but perhaps somewhat divorced from the reality of making a nuts and bolts financial return. de Koning counters this: “Where we get interesting is how we then apply this to our performance marketing and vice versa. There’s a trust halo, which absolutely assists conversion optimisation. There’s also a consistency and credibility in the way our PPC, Facebook advertising and others is entirely in-line with our our owned and earned engagement. Once people have signed up to the site, we begin the engagement all over again: do you really understand what we’re doing, what you’re doing, and how can we ensure it’s as transparent as possible?” Our conversation turns to his views on the world around us. “We’re living in this era of simplicity, but not all brands are there yet” he says, with some hint of frustration evident. “Take booking flights online, for example, that remains an awful user experience to check in. Simplicity really is key for digital channels.” When pushed for advice he’d give to others who are aiming to change the digital interactions their organisation has, he continued: “Transparency is really hard. No-one thanks you in the short-term, and they only ever want more. But it is a true competitive advantage. It builds credibility and stickiness with customers.” We conclude by returning to one of his favourite topics – GIFs. His excitement about introducing internal messaging platform Slack to the business is twofold: firstly to extend the transparent engagement model to even their digital internal comms, but secondly as another way to get even more GIFs used on a Friday all company communication. His next meeting? Looking for candidates for an entirely new role – a Customer Engagement Champion. It sums up the challenge of those acting as the architects for what comes next: “The issue is, where do you go and look for someone to do a new role like this? No-one else has done it before, which makes recruiting for it a lot more time-consuming…” With that he strides off through the office, beaming at all around – living the promise of trust and transparency. If you want to get ahead in digital marketing and social media, read/do: Top Twitter follow: @fundingcircleUK Top Instagram follow: The Rock Top blog subscribe: Fred Wilson at USV or FT Alphaville Productive habit: Prioritisation Unproductive habit: Reading and responding to emails too frequently Favourite brand: TOMS #interview #ArchitectsofNext #data #socialmedia #profile

Imagine being happy. (Nearly) all the time. You’re imagining Natalie Glaze. Imagine you get to combine two things you love, every week. Creating great content for your blog  and brands ( Stay Wild Swim and ByGlaze ) , and helping create a better way for brands and social influencers to work together. Actually make that three things you love: add brunching hard, with maximum avocado. Natalie is one of the OneFifty team, focussed on developing new, better ways for social creators and influencers to work with brands, to create what comes next. She’s also a celebrated pro blogger and Instagram influencer, covering travel, fitness, food, and more. Natalie started her working life as a media buyer/planner. An appreciation of the value of data didn’t eliminate a desire for more creativity on a daily basis. “I just felt there had to be more – I had things I wanted to see, things I wanted to say”. So, blog in-hand, she decided to split her time between creating content and enjoying amazing experiences, and working with brands as a freelance social media consultant. Her life reflects the development of social media as a marketing discipline – from interesting development, to mainstream marketing “I’ve seen so many people create careers from social media. It’s fundamentally changed the way we look at a typical career path, adding freedom, creativity and accessibility.” That’s not just affected her life, however. “The way brands realise the power of social media, and the way they seek to utilise influencers has changed too. Generally for the better, but there are still brands who don’t embrace the potential, and others who don’t understand the balance required between an influencer’s objectives, and their own.” Where journalists used to look to media organisations for structure, Natalie looks to other content creators. “My biggest inspiration are definitely fellow bloggers. Lots of my friends have built successful brands online, and are literally loving – and smashing – life. That’s hugely empowering for me to see, too.” Looking at 2017, one of her key focus is the way short-form video, such as Instagram Stories, creates new ways for creators to develop content: “It used to be the case that people either did text, image, or video. Now, increasingly, people are doing two, or even three, of these. That’s exciting to be a part of.” Sometimes it’s neither what, or who, you know. But how you know it. Natalie’s eternal happiness might in part be due to working out something much of the world’s only just waking up to: that if you create great content, and ensure everyone generates value, you can enjoy a great avocado-based breakfast. That’s definitely something to smile about. To stay ahead in marketing and social media think/do: Top Insta follow – Jay Alvarrez , A Bikini A Day , Symmetry Breakfast , Condé Nast Traveller , Sincerely Jules . I can’t choose one! Productive habit – making lists Unproductive habit – being late Favourite brand – too many favourites, impossible to choose. Maybe another unproductive habit is being indecisive.

Over the last year we interviewed a range of inspiring people, who are shaping the way brands, creators and customers interact through social media. We call them Architects of Next: a label we use for anyone who is working hard to change the way the world works. We want to encourage more Architects of Next – giving them confidence and motivation that their dreams aren’t crazy, that their ideas aren’t alone, and that they’re pushing an agenda the world needs and wants. We’ve produced a limited run of physical books, based on those interviews. They’re beautiful, if we say so ourselves, inside and out. If you’d like one of five we’re making available for a wider audience, let us know and why, by emailing hello@onefiftyconsultancy.com . Here’s to what comes next.

Bian Salins has driven social media approaches to more areas of business operations, in more businesses than you, almost certainly. That breadth of experience makes for some different perspectives on the challenges marketers and brands face. A journalist by background, Salins embraced digital early. Starting at Rediff.com, India’s first online venture, blogging and live chat was at the core of engaging with their audience. From there she moved on to become Features Editor at Elle India: “In both roles the key was understanding what content drove a conversation and which platforms were best to do that on. It taught me a lot about what people do and don’t care about.” From there Salins moved to the UK and made the move into digital marketing. She could see the digital explosion and saw the opportunity for businesses to be an enabler of conversations with their customers. The immediacy of that move was almost by accident though. Having joined BT Business, they set up a social networking platform for SMBs. BT was selling a whole range of products to SMBs, from web hosting to developing, so their was a huge opportunity to create a community around that. As its Editor, what Salins helped ensure was that it wasn’t just BT using it to access their customers. She fostered an online environment where those businesses could talk to each other, a pioneering approach at the time.   That’s where Salins fell in love with social media and what it could achieve: “My role wasn’t just about running that platform, but about educating some incredibly inspiring people about what social media could do for them. Facebook and Twitter were both very new back then. That was the best experience I had on social because what we saw was a real coming together of like minds. Not just with ourselves and our customers, but customers talking to each other. New business were even born out of that community.” From there she went on lead the BT Care and then BT consumer social strategy – and learned a lesson she still practices and preaches today: “Rather than try to do everything, focus on the one thing that is affecting your business the most. It will make the most impact and stop you getting distracted by things that don’t matter.” She also learnt about the important relationship between culture and driving a successful digital and social strategy. “It doesn’t matter who you are, or how senior you are, no one person can lead it. In the social environment you need to think on your feet and it’s dangerous to rely on just one person to direct that. Too many brands are going through this ridiculous methodology of getting approvals on everything and do thing by committee. The social world is fast and you don’t have the luxury of this. Everyone has to be a leader in their own right.” Again Salins was looking ahead and saw the transition in the way people consume content, which aligned with her move to Now TV, part of BSkyB. It was becoming about the content, not the brand per-se. Brand loyalties were becoming fickle and feedback on whether that content was good or bad instant. Salins explains: Our customers had an incredible amount of loyalty but to the content being produced, not a particular brand itself. And you knew if you’d got it wrong but it was a great and very quick way of learning what worked. Take Game of Thrones. If you put out bad content they hate you, if it’s great they love you!” After that Salins become a consultant for a couple of years and widened her focus around how digital marketing linked to physical world and the impact it could make. That set her up for her current role at TSB, which is established on bricks and mortar. And she’s still learning and pushing another industry forward. The highly regulated nature of financial services throws up it’s own challenges but she’s focused on putting conversations with the customer first. When it comes to the wider industry she’s still looking at what will allow digital marketing to grow and fulfil its potential. “One of my main frustrations is that digital marketing – and social media in particular – still seems to take a back seat when it comes to marketing. Marketers don’t view it with the same intensity so it becomes more of an afterthought. We need more integrated marketing around the customers needs. The whole battle between traditional and digital marketing is detracting from that. It should be about having one message and articulating in the most effective way across many channels to get the best result.” She’s also noted the increasing role of messaging and the challenge for businesses to adapt to that: “It’s not the future, it’s the now. The problem is we’ve been saying for years that communication has become more public and social data is a real opportunity for us. But now it’s becoming a lot more private again. We need to change our culture and mindset and to move with the times. But no one has quite worked out how. It’s not going away either, Facebook is putting a big focus on messaging and you shouldn’t underestimate the power it has to shift the landscape." Data is still a huge opportunity though, as Salins is fully aware. “We do a deep dive every quarter on our social data. It’s been a great way into other parts of the business because we know have data that’s relevant for them. Actionable insights is the key success factor.” But she notes the lack of skills to really do what’s required: use data to tell a story where you can put the findings into action. There she believes is the future of digital marketing – one that brings in other parts of a business to show how everything works together. So if you’re a data analyst who can use the numbers to tell a story it might be worth saying hello… To stay ahead in social media and digital marketing think/do: Top twitter follow: @Thedailymash and @Faris Top Insta follow: @worldofprogrammers Productive Habit: Laugh while you work Unproductive Habit: Involves wine and crisps Favourite brand: The ones that know who they are and stay true to it (Innocent if I’m forced to name one) This is our #ArchitectsOfNext series, where we aim to inspire others with firsthand insight into how people shaping innovative digital engagement models think and deliver their work. #tsb #social #socialmedia #marketing

Consultant Daniel details what you need to know about Apple’s iOS 14 and how it’ll impact Facebook advertising… You might have heard recent news stories floating around regarding Apple’s iOS 14 and how it’ll impact advertising on Facebook. We’ve written a summary on what the update is, its impact, and what can be done to minimise its impact. What is the Apple iOS 14 policy change? In short, Apple’s iOS 14 policy will stop certain data collection and sharing unless people opt in to tracking via their iOS 14 device. The prompt to opt-in will be explicit in the App Store when people download apps that have tracking entities, essentially making users aware of what the app will track. See here for the main iOS 14 overview. What are the key advertising features impacted by this change? This will affect the extent of performance reporting for app and website conversion events, as it’s likely that people will be opting out of tracking. When actions happen – Real-time reporting will not be supported and data may be delayed up to three days Adset limitations – Each campaign is limited to five ad sets of the same optimisation type Demographic reporting – Advertisers will still be able to target based on geographic and demographic segments, however, they will no longer be able to see a reporting breakdown by these factors (i.e. age, gender, region). This will impact campaign optimisation and wider targeting options Retargeting impact – There might be reductions in lookalike audiences and remarketing sizes due to tracking changes Not only could this hit programmatic, automated big scale campaigns but it could also impact small businesses’ ability to grow their audiences at an effective and efficient level. What’s the wider context? It’s important to recognise that privacy and data use is a wider topic than just iOS 14, with Google recently announcing that third party cookies will be disbanded for its ad networks and Google Chrome browsing (in an effort to reduce data retargeting). Essentially, Google will stop selling web ads that are targeted based on user browsing behaviour and it will also stop its cookies from collecting this data. Google aims to get around this limitation by targeting people into cohorts, rather than individually (based on behaviour via Google owned platforms). Here’s an overview of how Google will ‘adapt’ to privacy changes. With the ability to measure conversions, optimise performance, and build audience segments expected to be a challenge under iOS 14, strategically leveraging email, subscription, and MPN data on Facebook will also become more valuable when running campaigns. This can be leveraged by: Loading customer lists – this will essentially be a database of people who have willingly provided information such as email, name, and location, that can be used for precise targeting Develop “value exchange” strategies – you can incentivise customers to share their data Lookalikes – once custom audiences are made you can create lookalike audiences, i.e. users most similar to your custom audiences Trial iOS exclusions from ads – this can be used to examine the actual impact of serving ads to non-iOS users These are the things you can do now to help ease the change: Verify your website’s domain to help avoid any future disruption of your website campaigns. See steps here for how to verify your domain on Facebook Business Manager Facebook will limit the number of website events per domain to eight. Therefore, you should configure eight preferred web conversion events per domain in Events Manager (this could include Add to basket, Checkout, Purchase). See steps here for how to configure your conversion events on Facebook (people will still need to opt-in to tracking for these website events to be triggered) Pay a close eye to your reporting figures and examine its impact – the adoption of opt-ins may take some time to set-up and acknowledge that Android user tracking can still be used, which is often the bulk of an audience Need some help navigating iOS14 changes? Get in touch.

LinkedIn’s ‘Recommend to Employees’ feature has recently rolled out across all Company Pages. Whilst we are inherently sceptical of the long-standing trend for ‘features bloat’ across all social media platforms, LinkedIn's Employee Recommend feature actually has got some utility. November 2024 update: LinkedIn Recommended Content and Employee Advocacy Tab updated According to LinkedIn , the my Company tab and Employee Advocacy tab will be discontinued "Recommended content, the My Company tab on LinkedIn Pages, and the Employee Advocacy tab on the Page admin dashboard will be gradually discontinued beginning in November 2024 ." Page admins will still be able to engage with employees on LinkedIn by sharing the organisation's content:  You can reshare your employees' best @mentions and posts from the feed tab in your dashboard.  Notify employees of your most important posts to boost organic reach through the LinkedIn Recommend to Employees feature What is the LinkedIn Recommend to Employees Feature? A tool by which you can suggest content/posts on LinkedIn to your colleagues who have your company as their current employer on the platform. They can then easily post that content on their own LinkedIn pages. According to LinkedIn " As a LinkedIn Page super, content, or curator admin, you can recommend curated content for employees to use and reshare with their network. Recommendations are only shown to employees who are associated with your Page and have access to the My Company tab." Why use LinkedIn Recommend to Employees? Although there are services that provide curated ‘approved’ content to employees, they require third-party integrations and, therefore, relatively committed and tech-savvy colleagues. In short, it’s a hassle. Because this is native within LinkedIn, it reduces a lot of that friction. More broadly, however, LinkedIn is where people go to manage their professional identities. As organisations become ever-more attuned to the value of employee advocacy as a brand reputation tool, talent attraction tactic, and sales enablement tactic, providing streamlined tools to achieve this within the platform is very, very welcome. The one challenge we’d note is that (currently) you can’t segment which employees see the content - i.e. you can’t supply one set of recommendations for sales colleagues, another for finance colleagues, or one set for the property team, and one for the transport team. How do you use LinkedIn Recommend to Employees? Here’s the official LinkedIn Recommend to Employees overview, which forms part of their broader efforts with the ‘my company’ tab they’ve introduced , which allows employees to engage privately within LinkedIn. Pretty simple, in the grand scheme of things. About our Corporate Communications and C-Suite / Senior Executive Comms services Reputation in the digital age is driven by people. Corporate communications need to be delivered by people throughout the business - not just at the top.   Digital and social platforms mean your organisation's substance, criticism, and growth disseminate faster and with less predictability. LinkedIn’s post-pandemic success has especially driven this, with audiences from media to candidates engaging there—but more often with individuals than the brand itself.  OneFifty Consultancy can help with: Strategy and planning - Building your reputation through data, insight and digital specialists Data and insights - Identifying who influences your reputation directly and indirectly, from stakeholders to staff, across topics and people Digital exec profiling - How do your leaders show up digitally, how do their peers, and what they should be doing next Reputation Management - Enhance and protect through clear preparedness, processes and plans Digital Content Creation - The role of content production for corporate purposes, from video to photography, to copy and websites Find out more about Corporate Communications and Executive Comms  here.

OneFifty Studio is your creative solution to make people stop scrolling. From TikTok videos to get you on the #ForYou Page to websites that make your brand stand out, Studio brings together the consulting, data and insight experience of OneFifty with the best creative talent to create scroll-stopping content that is right for brands and audiences alike. Studio’s creative and production services. Digital brand experience What comes next for cool stuff online, for you (first) and the rest of the internet (afterwards). This is about bringing your brand to life, digitally, in the places you need to be seen by your consumers. Creative production The visuals that go into making your brand presence stand out online, driven by data. From 3D modelling and content production to copywriting and creative direction, photoshoots, video shoots and edits, OneFifty Studio's production team make it happen for digital campaigns. Content in action It's no secret that short-form video content on mobile-first apps is how more and more consumers experience the internet. From Instagram Reels to TikTok, we hit record and make it happen for brands who need to make an impact fast. Studio is your very own production department, creating scroll-stopping videos that work for the channel and your audience. We’re doing this already for brands such as Mazda Europe, [yellow tail], M&B, SEGRO and OVO. If this sounds like something you’d like to know more about, contact us here. Finally, we’re hiring across several content production roles - let us know if there’s anyone we should be talking to!

Instagram's back with a brand new invention - Instagram Collabs The world of Instagram continues to grow with yet another feature. Introducing ‘Collab’, short for… You get the drift. If you didn’t know about it already, don’t worry, we’ve got you covered on everything you need to know. UPDATE: Advertising Collab Posts and Partnership Ads Read about Meta Partnership Ads on our updated blog here. What is Instagram's new Collab feature? You might’ve seen a glimpse of Instagram collab on your Instagram feed, as the UK and India are the two countries it has currently rolled out in. It allows the same piece of content to sit on two account pages, at the same time, essentially partnering the publishing of the content. What are the benefits for brands who use Instagram Collab? Content will be shown to a larger number of followers, simultaneously appearing on the Instagram feed of both accounts (seen by both of their followers) Post stats will also be made available to both users, with comments and reactions for the post available in a single stream, allowing for greater transparency and visibility on influencer collaborations Maximises engagement on branded posts and establish more collaborations between brands and influencers There's the potential for a reduction in fees for posting on influencer pages, as it will become one and the same, but this is still to be confirmed... What are the limitations of Instagram Collaborations currently? Instagram Collab is currently only available to a selected group of creators, and only in the UK and India. These creators will see an option to invite another account on the tagging screen when posting or creating a photo/Reel, while everyone else has to wait for a wider rollout. To see an Instagram Collab live in action, here’s an example ! An update on Instagram Collabs! Meta has updated its Instagram creator ads product, rebranding ‘content ads’ to ‘Instagram Partnership Ads’, colloquially named collab ads. The rebranding essentially acts as an upgrade, with additional features allowing for more effective use of influencer collaborations. So although the concept behind partnership ads isn’t new, the naming and scope of use have changed significantly. Interested in finding out more about Instagram Collabs? Get in touch.