Be on Social without Being on Social

Most brands now pump out content around the clock, because agencies and platforms, who both profit from the volume, tell them to. Michael Corcoran led the team that made Ryanair the most talked-about brand on social, with 2.3 billion impressions. He now runs his own business, Frankly, and in this talk explains why Ryanair's success came from strategy rather than random shitposting.

You'll learn how Nike, Lush, Gymshark and Hinge use social without publishing organically all the time, and what that means for brands with a small team and budget. Michael then walks through Ryanair's strategy step by step: four inputs (brand, category, customer and the social landscape), the core insight about millennials' inflated expectations and the results in brand surveys. He closes with how the Windowgate reply, seen 59 million times, came together.