Social Chain uses 'Thunderclap' to stay ahead of competitors
Grabbing attention amid the general noise of social media is something that market influencers must be able to tackle consistently.
Those who are successful in this battle manage to spread their message to a wide group of followers - and that's a skill that companies want to be able to capitalise on.
Steven Bartlett (24) co-founded the globally successful Social Chain marketing agency, a firm which was non-existent a mere three years ago.
Ahead of his visit to the Aviva Stadium in Dublin for the DMX event, the young entrepreneur shared the story of the company's overnight success. Using 'The Thunderclap', the Social Chain ceo targets consumers on a number of different platforms on a simultaneous basis - and many global brands have taken notice.
Social Chain has attracted millions of dollars in funding and has a rapidly expanding workforce with offices currently in London, Manchester, New York and Berlin.
"With the Thunderclap, this was one of those times where we looked at the conventional way of how things were done. In this case, advertising, and we thought there was a better way for it to be done, so we went with our instinct," Bartlett told the Irish Independent.
"This is something that we've always done throughout the history of the company, and it's no surprise that this way of thinking has led to great results for us. When we first executed a Thunderclap, nobody had ever advertised on Twitter, on communities like that, in that way before, so how could a book tell us the correct way for that to be done?
"It couldn't, so we had to trust that we, as young people, with a great understanding of how that platform and those communities worked, would understand the best way to talk to other young people and have the most impact," he said.
Social Chain has access to hundreds of large social communities that cover varying interests from movies and sports, to fashion to fitness. Working with a large network of influencers, the innovative team take a product or service or event and talk about it across all of these communities and influencers at the same time," in one blast".
"It's effective because each piece of content is tailored to the voice of the community it is being posted on to, therefore, for the audience, it's seamless," said Bartlett. For a long time business and brands have used celebrities and iconic figures to market their products to a larger audience, so influencer marketing is not new. But Bartlett believes this trend is changing.
"Increasingly we are seeing individuals growing serious social followings, shifting this model on to more 'everyday' public figures on social media," he said.
"It has already monopolised marketing in 2016, so it is exciting to see how this will evolve in 2017."
Social Chain hasn't worked with any firms in Ireland as yet but Bartlett says "there is so much opportunity there though, so I'm sure it is just a matter of time".