Why Copying Ryanair's SMM Tactics Won't Work Anymore | Michael Corcoran (Slice Social, Ryanair)

<p>A gym franchise creates workout content like everyone else in their category — and sees zero brand awareness gains. Sound familiar?</p><p>Michael Corcoran, the mastermind who drove 2 billion organic impressions in 18 months at Ryanair (with zero paid media), reveals why most brands are failing at social media by copying tactics without understanding strategy.</p><p>Michael Corcoran is the former head of social at Ryanair, where his team of just eight people transformed the airline into a viral sensation. Today he runs Slice Social, a social media consultancy helping brands achieve extraordinary results through strategic social media marketing.</p><p>In this episode, you'll discover why jumping on trends isn't a strategy, how to use the 4C's framework to develop actual social media strategy, and why Michael thinks you should create a "data dating show" for a B2B SaaS company. Plus: the real reason Ryanair's unhinged posts worked (hint: it wasn't just about being funny).</p><p>Here's what you'll learn in this episode:</p><ul><li>(00:00) Intro</li><li>(01:06) What clients really want from social media consultants</li><li>(06:05) The education gap between social media managers and marketers</li><li>(07:42) Why content pillars aren't strategy (and what actually is)</li><li>(14:56) Why everyone copying Ryanair's tactics is missing the point</li><li>(19:31) The 4C's framework: Company, Category, Culture, Customer</li><li>(22:26) Why posting memes might be lifting your category, not your brand</li><li>(31:14) Creating a "data dating show" for B2B marketing</li><li>(60:14) The ROI of 2 billion impressions at Ryanair</li><li>(63:26) Rapid fire: Books, tools, and who to interview next</li></ul><p>We hope you enjoyed this episode of Ahrefs Podcast! As always, be sure to like and subscribe (and tell a friend).</p><p>Where to find Michael Corcoran:<br>LinkedIn: https://www.linkedin.com/in/michaelrichardcorcoran/<br>X: @mc_so_me<br>Website: https://www.slice-social.com/</p><p>Where to find Tim:<br>LinkedIn: https://www.linkedin.com/in/timsoulo/<br>X: @timsoulo<br>Website: https://www.timsoulo.com/</p><p>Referenced:<br>Alchemy by Rory Sutherland: https://www.amazon.com/Alchemy-Dark-Art-Science-Persuasion/dp/0062388428<br>Ahrefs: https://ahrefs.com</p><p>#SocialMediaStrategy #MarketingMarketing #SocialMediaMarketing #AhrefsPodcast</p>