On April 27 2022, Alex Vinall and Lucy Blackmore from Air Social joined hundreds of other local businesses at the Surrey Business Expo, which took place over two days at Surrey Sports Park in Guildford. Surrey Business Expo was started in 2005 and is today run by the super-well-connected Paul Bridgland and Steve Page. The Expo attracts over 1,000 local business people every year, with exhibitors coming from as far afield as North London and Portsmouth.

Featuring on an esteemed panel of local experts including Allen Ruddock and hosted by Louise Camby from Presentation Excellence, Alex and Lucy shared their tips on: "Everything you need to know about social media". The lively discussion included hints and tips about how best to harness various social platforms for business.

Getting social in Surrey

Questions ranged from; "What are the most common mistakes people make on social media" (*clue: not shortening links, posting for the sake of it and posting too much sales content) to; "Should I be on TikTok?" Audience members included representatives from a wide range of local businesses including Surrey Chambers, Surrey University and The Apprenticeship Hub.

Air Social Account Manager Lucy Blackmore commented, "This was a fantastic morning where we were able to bounce ideas around, have in-depth discussions and of course catch up with some familiar faces from the local business scene." Lucy added, "Not only is the Surrey Business Expo a great networking event, it’s also a brilliant way to keep up-to-date with what’s going on in and around Surrey. It felt so good to be back here after a two-year pause."

How can we help?

To discover how social media management can help grow your online audience and work hand-in-hand with digital marketing, branding, website design and development, contact the Air Social team for a friendly chat by contacting our Social Media team now on 01483 789434 or fill in the form on our Contact page for a call back.

Did you know there are almost 17 million Millennials in the UK? This makes up over a quarter of the country’s total population, second only to the baby boomer generation. It’s a demographic that simply cannot and should not be ignored when it comes to your digital marketing efforts.

Millennials are generally described as those born between 1980 and the mid-1990s and at present are the biggest online spenders, despite having less income and disposable cash than the baby bomber generation that came before them.

According to Bauer Media, Millennials can be segmented into five different groups:

• Influencers (11%) have high media usage and are more likely to be male. They have a unique voice and like it to be heard – especially online.
• Adopters (28%) have high media usage and are more likely to be ABC1*. Peer respect is key; they use knowledge and appearance to stand out.
• Apprentices, (12%) are younger and more likely to live in London. They are focused on self-progression rather than keeping up with trends.
• Entertained (32%) are older, more likely to have children and more likely to be ABC1*. Personal relationships are key, they look to media brands primarily to entertain.
• Contented (17%) are older, more likely to have children, and are more rural living. They are satisfied with life and don’t chase the latest trends.

*ABC1 refers to a UK specific demographic classification. A consumer from one of the three higher social and economic groups, which consist of people who have more education and better-paid jobs than those in other groups.

The NRS social grades are a system of demographic classification used in the UK

Having grown up surrounded by rapidly-advancing digital technology, Millennials are incredibly tech-savvy and thus marketing to this group of individuals can have its challenges. So here are our top tips:

• Millennials are much more ethically-minded than their parent generation and therefore tend to make green buying choices. If you can appeal to this side then you’ll be well on the way to getting them on side.
• Don’t alienate with language. Millennials don’t want to be baffled with corporate jargon so speak to them using language, tone and medium that they can relate to. Video is a particularly effective way of communicating with them.
• Pushy advertising is a no go. Savvy Millennials aren’t fond of the hard sell but value word-of-mouth recommendations and reviews – it’s one of the reasons they respond to influencer content so well. So, create a customer journey that enables them to draw their own conclusions.
• Show value. Despite their love of the finer things in life, due to the world of economic uncertainty in which they have grown up, Millennials are much more likely to be speculative over their purchase choices than other generations. Make sure they understand the value of what you are offering them.
• Build trust. Millennials respond to honesty and integrity so make sure your marketing content portrays these attributes. Millennials are also a loyal generation so, if you are able to get them on board with your brand, not only are they more likely to return but recommend your brand to others, enabling you to grow your customer base organically.
• Personalisation. A key way to grab the attention of a Millennial is to personalise your marketing efforts. Millennials value individuality so offering something unique to them is a good way of getting them onside.

Need help marketing your brand to the Millennial generation? The experts at Air Social Digital Marketing Agency are here to help. Contact us to find out how we can work together to help your brand grow.

It seems to be the buzz word in business at the moment, but what exactly is digital transformation, and why is it so important? Air Social Digital Marketing Agency’s managing director Alex Vinall, breaks it down.

Digital transformation is essential for all businesses, whatever their size, but what does digital transformation actually mean? One thing’s for sure; it’s not just a catchy way to explain a business moving to the cloud.

Digital transformation is different for every company (hence why it can be hard to pinpoint a generic definition of the term) but essentially it is the integration of digital technology into all areas of a business, which results in fundamental changes to the operation of that businesses and how value is delivered to its customers.

Technology is a hugely important element of digital transformation; however, it's about much more than that. Digital transformation requires a cultural change that demands businesses to continually challenge the status quo, experiment and become more comfortable with failure.

The (ever-evolving) process involves adopting a different way of thinking; one that often requires business leaders stepping out of their comfort zone to encourage innovation and increased use of technology to improve the experience, not just for customers but for all those involved in the business.

Digital transformation can be a complicated process and finding the right strategy for your organisation is possibly one of the biggest challenges. It is the strategy and not technology that drives digital transformation, so it’s essential to get it right. Common themes usually cited within digital transformation strategy include customer experience, operational agility, culture and leadership, workforce enablement and digital technology integration.

It may all sound like far too much effort, not to mention the cost involved, but the fact of the matter is, digital is no longer a choice, it’s a necessity to succeed in the world of business. There is simply no choice but to transform digitally.

Besides, there are vast benefits of digital transformation. Not only will digital transformation make your business more customer-centric, enhancing the customer experience, but it will also drive data-based insights so you can better understand your customers and optimise future strategies and processes accordingly to obtain even better results.

Furthermore, by eliminating the dependence on slow legacy IT systems, digitally-transformed businesses make themselves more agile so they can respond quickly and efficiently to ever-changing market trends and demands.

And while digital transformation may seem costly at the outset, it’s an investment that will reduce costs in the long run by eliminating overheads associated with outdated solutions and streamlining workflows at the same time as increasing sales and customer retention.

Each organisation will handle digital transformation differently; however, there are a few universal tips that will enable your business to make the most of its digital transformation journey. For example, don’t let past technology investment affect how you adopt new technology - digital innovation can only be as effective as the rest of your technology allows it to be.

Businesses also need to ensure employees are on board with the new digital culture – they need to believe in it, which means business leaders need to provide appropriate training and continuous learning opportunities to cultivate the knowledge and skill-set necessary to maximise the impact of digital transformation.

Is your business ready for the digital age? Contact us to see how we can help your business digitally transform.

[et_pb_section admin_label="section"] [et_pb_row admin_label="row"] [et_pb_column type="4_4"][et_pb_text admin_label="Text"]Hopefully, the sun will shine enough for children to stay off their phones and other electronic devices this week, but as the kids are away from school, thoughts may turn to what they might be getting up to online and how to make sure they are using digital and social media safely. Here are some tips from Air Social Digital Marketing Agency on how to help your children use their screen time wisely.

Lay down the rules

In the same way that you wouldn’t abide by your children misbehaving or being mean in the playground or at home, make sure they realise the same rules apply online. It’s very easy to hide behind a screen and forget that there are real people the other side so make it clear that you expect your kids to treat others with respect and never to post hurtful or embarrassing messages. Equally, encourage them always to tell you if they are at the receiving end of bullying or hurtful messages.

Think twice

Remind youngsters that what they post online can sometimes be used against them, even if it has been posted innocently, so they should always think twice before hitting enter. Tell them never to publicly post personal information, such as people’s addresses or phone numbers, and if they’re unsure, then they should always air on the side of caution and seek your advice first. A general rule to go by is that they should not share anything on social media that they wouldn’t want their teachers, future bosses or grandparents to see.

Don’t snoop

Of course, it's important to be aware of what your children are up to online, but snooping can alienate them and damage trust, so it’s equally important to respect their privacy. Explain to them that, as a parent, you want to make sure they are safe – they wouldn’t be allowed to go somewhere without telling you where they were going first, and the same applies to the internet. Encourage them to be honest and open about their online activities.

Use privacy settings

Make sure your children understand what privacy settings are and why they are essential. Explain that passwords are there to protect them against crime, such as identity theft and that they should never share them with anyone, not even a boyfriend, girlfriend, or best friend.

Draw up a contract

It may sound a bit business-like but consider making a social media agreement with your children to help encourage them – and you – to abide by certain rules. It might stipulate that they agree to always use the internet wisely by protecting their privacy and not getting involved in or promoting gossip that might hurt someone. In turn, parents can agree to respect their children’s privacy and similarly not post anything that might embarrass their children. You could stipulate that the only way you will allow them to use social media is if you can be their friend so you can see what they are posting as anyone else would, rather than hacking into their accounts secretly.

Limit screen time

In the same way that you may have rules on how much television your children can watch, you can also put limits on digital use, such as not being allowed technology at dinner time or disallowing the use of laptops and smartphones in their bedrooms. It’s essential to lead by example; you can’t expect your children to follow the rules if you don’t![/et_pb_text][/et_pb_column] [/et_pb_row] [/et_pb_section]

Social media is undeniably a potent marketing tool, and it is therefore imperative to keep up to date with its changing trends. 2018 saw some exciting changes for social media, and we have decided to look back over the previous year at some of the significant changes on Instagram, Facebook and Twitter.

2018 was extremely busy for Instagram and its one billion users. Many features have emerged from this ever-evolving platform such as regramming, story music stickers, close friends, and Instagram shopping, to name a few.

One of the most notable changes that Instagram has made during the past year has been IGTV; the new Instagram feature specifically designed for smartphones, which allows users to broadcast videos up to an hour along (unlike the one-minute restriction given on Instagram posts). This feature allows large accounts to produce edited videos of higher visual quality.

Another change that Instagram has made this year is its algorithm. It now prioritises the newest posts at the top of the timeline, with other posts ordered based on how likely your audience is to engage with your content. This change is one for businesses to take note of, as they will need to produce particularly engaging content and carefully consider when their Instagram audience will be active for their content to be seen.

Instagram wasn’t the only platform to experience an algorithm change. Facebook’s Mark Zuckerberg announced a change in January last year where posts from family and friends are now prioritised. Although some brands may find it slightly more challenging to appear near the top of the feed, gaining engagement through reactions, sharing and comments will still help businesses thrive in the Facebook community.

For Twitter, as of September 2018, live streams are displayed at the top of the timeline, which increases the opportunity to boost views significantly, and is, therefore, an excellent feature for brands looking to reach a wider audience.

Furthermore, you are now able to bookmark tweets and save them for a later date. This is incredibly useful from a user perspective, given the vast quantity of news circulating on the platform. This has also been popular for brands wanting to save a tweet discreetly without having to press the ‘like’ button.

In the world of social media, 2018 was an eventful year with a plethora of changes on all platforms, which have universally increased community engagement, as well as helping brands to thrive and flourish. What will 2019 bring?

Whatever new changes are afoot, you can always count on us at Team Air Social to be up to speed on all our clients’ behalf.

Email us on team@airsocial-build-com.stackstaging.com or give us a ring on 01483 789434 to talk about any social media queries you may have – we’re always happy to help!

Our world is changing at a rapid pace, social media is playing an undeniably important hand in shaping not only advertising, but also news and communication. With over 2 billion Facebook users worldwide, mobilising social media as an arm of your marketing strategy is important. Through social media, customers can connect with brands, companies, and products in a way unlike ever before. This provides a unique opportunity for you to create brand loyalty through social media marketing.

Social Media Marketing covers many forms of advertising; from advertising behind-the-scenes, to growing communities, posting, monitoring and creating exciting content to engage audiences. Across our team of creative and digital experts, we are experienced in creating the most effective campaigns to engage your target audience.

A company's social media presence, when nurtured correctly, can grow a myriad of positive results. Here's our top reasons why Social Media Marketing as so important:

1. Increased Brand Recognition

Every opportunity you have to get your brand out there and increase your visibility is valuable. Social media networks are other channels for your brand’s content – which could include a variety of posting. Higher brand visibility is also important so show customers that you are easily available.

With increased brand visibility however comes greater responsibility for showing your brand in the best light possible, getting all aspects of your visual elements and copy just spot on.

2. Improved Brand Loyalty

Once you have tapped into posting content that your community enjoys interacting with, consumers will naturally feel an increased sense of loyalty towards your brand. Mentions, shares, likes, loves will all contribute to a friendly, positive relationship between you and your community.

3. Higher Conversion Rates

The figures don’t lie; social media marketing results in higher conversion rates. The most significant impact social media has on converting consumers is through its ability to humanise a brand. Social media is a place where brands can act like people do, shedding layers of corporate loftiness and providing a friendly face to engage with those hard to reach potential customers.

4. Better Search Engine Rankings

SEO is the best way to capture relevant traffic from search engines. Even if you carefully update your blog, including optimised titles, descriptions and key words, as well as links looping back into your site, it’s no longer enough to hold good Google rankings. Being active on social media could act as a “brand signal” to search engines that your brand is legitimate, credible, and trustworthy.

5. Increased Inbound Traffic

Without social media, your inbound traffic is limited to people already familiar with your brand and individuals searching for keywords you currently rank for. The more quality content you distribute through social media, the more relevant inbound traffic you’ll generate, and more traffic means more leads.

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If you would like to learn more about Social Media Marketing and how it can boost your existing marketing footprint, contact us at team@airsocial-build-com.stackstaging.com, or give us a call on 01483 789434.

Anyone coming into our offices recently will have noticed a new addition to our team (no, not the puppy – she’s been here for a while!). We are very proud to announce the arrival of Emily Edwards, our lovely Marketing Assistant.

Graduating this year from her Communications and Media degree from Leeds University, Emily knew that she wanted to pursue digital media. “I applied to Air Social after seeing the website - it looked friendly, approachable and fun. I liked that it was an independent business.”

“When I was looking for my next step after university, I wanted to find somewhere that would give me the freedom to explore different areas. I also wanted to find somewhere very creative, getting into the nitty-gritty of the media hub.”

When Emily isn’t applying her multi-talents to Air Social, she can mostly be found being practical, social, or both: “I really enjoy DIY projects, sewing and upcycling things – décor, clothes, anything hanging around! I really like travelling about to see family and friends, and I also enjoy seeing theatre when I can.”

“After just three weeks here, I know that this is what I want to do as my career – I feel like part of the family already!”

We are very excited to have Emily on our team, she’s already displayed her verve for practicalities and has taken on assistance for Content, both with creative and copy. It’s a pleasure to have her on-board with all of us as our team grows again and we prepare for the next step on our journey.

The average internet user is served more than 11,000 online adverts per month, according to Huffington Post. With all that competition, how do you stand out from the crowd and make sure you capture your audience’s attention? Here are five digital marketing hacks to help increase your business leads:

1. Video Marketing

Video is increasingly becoming one of the most digested forms of media; many people prefer to watch a video of a product’s feature than read the product description. But what makes a successful digital marketing video? The key is to tell a story, one that has a message and a clear call to action.

2. Seek out the latest Growth Marketing Tactics

Stay up to date with all the relevant online marketing trends in your industry. Look at digital marketing blogs or, if you’re too short on time to do it yourself, employ the likes of a digital marketing agency, which will be able to do the work for you.

3. Influencer Marketing

Around 80 per cent of people say they trust the recommendations of their friends and family. Using the face or name of someone familiar to endorse your product or service can therefore be a great way of gaining the trust of your audience.

4. Data Capture

No matter how many visitors your website generates, if you aren’t compelling them to give you their information, you’re bound to miss out on converted leads. Ensure your traffic doesn’t leave without being given multiple chances to input their data, such as an exit pop up, competitions or gated content (such as allowing them to download something in exchange for filling in their details).

5. Test, test, test

Just because you’ve set up your website and are doing all the right things across your social media platforms, it doesn’t mean the work stops. The world of digital marketing is an ever-changing one, so efforts in this field will always need to be tested and updated for optimization. A/B testing enables you to compare multiple versions of a web page to determine which one converts better – sometimes changing something as small as moving a headline on your website will increase leads.

If you need help keeping up to date with the ever-changing word of digital marketing to ensure your business is fully maximising its potential online, Air Social can help.

Protecting your brand reputation on social media is a hot topic right now. Recent high-profile incidents have led some social media platforms to make significant changes in order to protect advertisers whose adverts appear within their content.

YouTube has pledged to build more human (as opposed to algorithm) content checks into its verification process and introduce a three-tier suitability rating offering more clarity on exactly where ads will run, while Facebook has doubled its content review team and is working with third party partners to develop brand safety tools.

Businesses using social media advertising can also do a number of things to help protect the reputation of their brand:

1. Develop a Social Media Policy

While your core social media activities are likely to be handled by a social media management agency or team, all your employees need to be mindful of what they share and post. A social media policy, which takes into consideration legal risks, brand vision/voice and privacy, will help prevent employees from posting anything that may endanger your company's security and reputation.

2. Control Your Brand Name

Most social media marketing revolves around the most popular networks like Facebook, Twitter, Instagram, LinkedIn and YouTube but it’s worth securing control of your brand name on other networks to avoid someone else adopting your brand name and jeopardising its reputation.

3. Monitor channels for sensitive categories and mentions

Your social media marketing company will be able to break down content on various platforms to identify sensitive topics, such as anything violent, that you wouldn’t want to place your advertising alongside. One of the other benefits of using a social media marketing agency to run your Facebook ad campaign is that they are able to monitor and deal with negative comments or mentions of your brand name quickly and before they spread.

4. Third party verification

Any decent social media marketing agency should be working with third party verification providers to ensure the content on social media platforms is valid and does not breach any security, suitability or privacy regulations.

5. Keep Passwords Safe

It goes without saying that you should keep your passwords safe and private but that’s easier said that done when a number of different people need access to your social media accounts. Using a password manager is a good way of sharing login credentials securely.