Social Media Portal interview with John Whitehurst from iStrategy

Social Media Portal (SMP) profiled interview with John Whitehurst, digital marketing manager at from iStrategy

Social Media Portal (SMP): What is your name and what do you do at iStrategy?

John Whitehurst (JW): My name is John Whitehurst, I?m the digital marketing manager. I am responsible for digital marketing for GDS International and all digital / social content for iStrategy.

SMP: We recently spoke to your colleague Helen Hawkins who told us about three upcoming iStrategy Conferences, how are you reaching your audience?

JW: We use a varied media-mix but we have a very heavy bias towards digital marketing.  Historically we have used a lot of social media but for 2013 we are bringing in a lot more iStrategy branded content rather than just being the curators.  

SMP: Why is content a critical step in helping iStrategy do this?

JW: Content is the core of the digital communications plan, it is the only way to express the brand, stand out from competitors and really connect with our audience.

SMP: What others environments does iStrategy work across (e.g. Facebook, LinkedIn etc.,) and why do you use them?

JW: We us Twitter, Facebook, LinkedIn and other social mediums to connect with customers in a variety of ways and we are doing a lot of work at the moment to make each environment no only unique, but also improve the brand consistency.

Facebook is a bit more fun e.g. we have been running an experiment to see if the Internet is really ruled by cats (it is true) but the team prefer bacon.  Twitter is used to connect with our audience, content suppliers and our sponsors ? we like to chat and share information. LinkedIn is a difficult one because we want to develop more engagement but the groups have been damaged by spam.  

SMP: What role does the iStrategy blog play in your marketing and content strategy?

JW: Very important and always developing; you will see more interviews, thought pieces and hard practical advice coming through. Opinion, insight and help are the key drivers for 2013, historically the focus was on help.

SMP: How did you initially attract users to your blog and how do you do it now?

JW: We used the website and social media channels to drive our audience but we are now working with our sponsors and content providers to create unique content and promoting the blog together. We are starting to do more SEO and there?s a few special surprises people will see launched over the year.

SMP: What are the low moments of what you have been doing so far (and in terms of content strategy for iStrategy)?

JW: The cat test was a low moment for me personally, but to be honest we have not really had many.  I find being positive and creating good content always has a business benefit even if it does not achieve what it was set out to do.

For background, the cat test was a series of images we placed on Facebook to see if cats do really own the Internet.  The same concept 'Social Media' was explained on our Facebook account using different examples donuts, bacon and cats ? the cats won.

SMP: What are the high moments of what you have been doing so far (and in terms of content strategy for iStrategy)?

JW: These are still to come, but we are going to be doing a lot more ebooks and videos in 2013. I am interviewing the linked data team at the BBC next week and I am very excited.

SMP: What do you see as your biggest challenges and opportunities in creating content for iStrategy?

JW: There is so much dull and misleading digital content out in the market, getting good quality and effective content is a lot of hard work.  So the biggest challenge is time but the biggest opportunity is to create real value for our audience.

SMP: What?s the next big step for social media / networks and what impact may this have in what you do?

JW: I am not a big fan of focusing on one part of the internet and feel that it is a combination of sensory content, huge amount of information, social connections and the need for better tools to organise and make the most out of the opportunity. The impact of this for the business is the need for efficiency and the ability to deliver great content/experiences ? this is not easy.

SMP: What was the most challenging part of building on the brands presence in digital environments (including social media) for iStrategy?

JW: I would say that a big struggle is the move from planned communications with a lot of control of messages, to empowering people to communicate through Social Media with less corporate control. The ability to deliver a consistent brand is becoming more and more difficult.

SMP: What?s going to be the most interesting aspect regarding social media / technology for the next 12 to 18-months and how will content for into this?

JW: For me linked data, social media sentiment and the organisation of content creation are the most exciting areas for marketers.

SMP: What are your top five predictions for social media for the next 12 to 18-months?

JW replies with:

1. People will talk a lot of rubbish about social media

2. The focus will move away from channels

3. Responsible social media use will become more important

4. There will be an ever increasing need for a real measure on ROI

5. Integration, integration, integration ? with all communications channels

SMP: What are your top five social media tips for content creators?

JW replies with:

1. Don?t worry about things, you waste too much time

2. Think through your activity

3. Talk to your customers

4. Listen to your customers

5. Be interesting and be interested in other people

SMP: Is there anything else we should know, or is there anything that you?d like to share?

JW replies with: Read the following;

BJ Fogg, it is worth the effort and it will really improve your understanding of technology.  

David Ogilvy because you will learn more about communications from his books than any other source.

And get the balance right between thinking and doing.

SMP: Best way to contact you and iStrategy?

JW: Your choice but I would start at www.istrategyconference.com



SMP: What did you have for breakfast / lunch?

JW: Breakfast was coffee, water, yogurt and a smoked salmon with cream cheese bagel.

SMP: What?s the last good thing that you did for someone?

JW: Washing up for my wife

SMP: If you weren?t running or working on iStrategy what would you be doing?

JW: Clothes shop

SMP: When and where did you go on your last holiday?

JW: Apulia in Italy and had an amazing time

SMP: What?s the first thing you do when you get into the office of a morning?

JW: Say hello to everyone

SMP: If you had a superpower what would it be and why?

JW: To be able to paint like Caravaggio

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