Tess Elford is an Account Manager at Socialyse and the subject of our latest client spotlight where we interview social practitioners to better understand this evolving space.
Tess has a law degree from the University of Sheffield. She’s partial to a pub quiz, loves dogs and beauty products, and claims to make the world’s best brownies. She has worked at Socialyse since May 2015.
What’s your role and what does an average day in your life look like?
I’m an account manager at Socialyse – the social media pure player at Havas. I work mostly on paid social across a range of clients, from financial household names to small FMCG companies. My role is to support their development on social media, whether that means advising on creative, setting up brand new accounts, or planning and strategy. I also help clients stay informed of platform updates and try to keep them excited about all the different ways they could be improving their activity across social.
I manage a team who look after the trading, optimisation and reporting for my clients, so I spend lots of time making sure I’m up to date on what’s running and catching up with colleagues internally. My day to day is mostly at my desk, putting together plans or fielding queries over email, but I also run client induction sessions, Social 101s, present new ideas or post-campaign analysis, and attend team status meetings for my clients.
What’s it like being in social advertising right now?
I honestly think it’s one of the best, most dynamic places to be. It’s been a weird year for advertising, with lots of the uncertainty in the market, but social feels like an area people want to invest in more and more, and for good reason. The platforms are really trying to make themselves accountable, so as well as strong engagement and branding pieces, they’re offering more ways to track your activity and show results around return on investment. The easier it is to show social results in terms of cold hard cash, the easier it becomes to sell in, even to brands who usually prefer traditional marketing methods.
What is one skill you have that has helped you be the best marketer you can be?
I think when you’re starting out, it has to be attention to detail. Trading is a bit of a science, and the closer an eye you have for the little things, the easier it is, and the better you perform. As time has gone on, communication has become super important for me. Explaining something like paid social, which can be quite numbers-and-spreadsheets focused, can be challenging and people’s eyes glaze over! So, finding engaging ways to present ideas is really rewarding. Having everyone on the same page at the end of a meeting, with a deep understanding of what you’ve discussed, is always worth it.
How are you keeping up with this rapidly evolving Social space?
If anyone says they’re always up to date with every new thing on social, they’re lying! There’s far too much change to know every tiny detail, but having your major platforms or tech partners send you weekly updates can be helpful – I try to at least skim every email in case there’s something relevant for my clients. I get all of my news from Twitter, so following accounts on there is worthwhile too.
What’s your best social advertising tip, trick, or best practice?
It’s not necessarily advertising-only, but it has to be keeping on top of my emails – if I have to scroll to get to the bottom of my inbox, I get a bit panicky! It means I file everything and never miss an email, which colleagues and clients appreciate. For advertising specifically, making clients feel special is definitely worth the occasional bit of extra effort. Something simple like sending them a great comment you’ve seen on their post, a new targeting idea, or a screengrab of something cool you’ve seen from a competitor can make a big difference. It shows you’re thinking about them outside of the usual planning/activating/reporting cycle.
I know you use a variety of social tools, but what do you like about 4C’s offering?
Lots of tools offer easy ways to manage campaigns, mass editing features, and so on – which is pretty important given a lot of the platforms themselves aren’t always very user-friendly. What sets 4C apart though, is the range of targeting features that don’t exist anywhere else. Being able to tell clients we can target by the weather, or by a specific event in a specific sports game, is really impressive and always goes down well. We’ve recently used TV Sync for one of our biggest clients with great success – video view, engagement and click-through rates were significantly higher using the Sync than the results we saw on interest targeting alone.
What’s your career advice for someone who is thinking about getting into social advertising?
Be interested! We’re surrounded by social media and by advertising all the time, so keep your eyes open and make mental (or physical!) notes of the things you really like, or even the things you really hate. It doesn’t matter if you don’t know all the jargon right away – we can teach you that – but having thought-out, informed opinions on ad campaigns or on social platform updates will make you look great in interviews. It demonstrates the kind of engagement we’re always looking for and shows you’ll be a good person to have around.