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All posts by John Beale

John Beale
John spends his time doodling. But not just any type of doodling .The doodling that requires ones brain to actually function. He spends this rest of his day dreaming, sleeping and eating cars (not literally eating, that would just be weird) and wondering about how he can come to own all of them one day (except for an MG or a Hyundai). His sarcastic cynical sense of humour either wins over the crowds or causes them to stampede over him. Either way, he's a funny guy. But more importantly, he enjoys people. John finds that he enjoys driving way too fast listening to thumping tunes in his fast red car. Something for which MetroPD frowns upon. Besides having a knack at talking himself out of pretty much anything, he enjoys regular stints at gym, coca-cola and has a keen eye for the design of pretty much anything. John has taken a stint at traditional media strategy and then luckily diversified into digital strategy, which is where he found his love. Digital stuff. His unrequited love for brands and anything advertising related has nurtured this love affair which has allowed him to be where he is today. At Cerebra. And what a warm fuzzy place to be.
  • Developing personality and tone on social is vital: here’s how to do it

    Social media has brought along with it a chance for brands as a whole to interact with their customers in a way they were never able to. The main difference is that we’re now behind digital code, which for the most part, doesn’t hold personality as well as the corporate communications spokesperson or CEO. Not only are brands grappling to define and refine their online personality, they also have to ensure consistency across all channels. Accurately defining your ‘social personality’ is incredibly important. The first problem most brands face is that they don’t actually have a personality. Their agencies...

  • Lessons in approaching the B2B market using social media

    Social is inherently not made for business at all. The business to consumer, or brands interacting with consumers on social in general, is a tough nut to crack. This begs the question - how do we approach business-to-business communication using social media? There are a few challenges: Which top platforms are small businesses and owners using on social? How do business engage with other business over these platforms? What should we measure against? I’m going to touch on each of these below. Before we understand where a business can employ their tactics, we need to remember that all businesses - be they large...

  • 5 things to remember when it comes to telling your brand’s story on social

    Story telling narratives have been around for quite some time, but it is only recently that story telling has made its way into the spotlight of social media content strategy. Last year Coca-Cola revealed its roadmap to connect and stay relevant in popular culture via social media channels. Central to their approach, was dynamic story telling. Story telling is the art of connecting the hearts and minds of your fans with a shared value and ideal that defines the sacred truth of why the brand exists, and who benefits from that existence. Story telling allows the customers to connect...

  • The argument for owned platforms on social media

    Most social media managers throw virtual confetti in the air when their page starts to gain fans or followers at an alarming rate, and why not – it is actually great news; more people willing to listen and engage and the client no doubt showering the agency with praise as that’s the infantile metric he’s being measured on from head office. The problem is, as you grow, it becomes more challenging to target messaging and appeal to the different demographics and needs of your audience. The community manager and client wants to make sure that the messaging and content...

  • The real problem with social media strategies? Traditional agencies

    Media strategists are slowly starting to understand digital as both the client and the agency demand a more holistic approach, but what about social media? For many, the environment is daunting as it goes against what most media strategists are trained to investigate (such as reach, frequency and Gross Rating Points). Social media means consumers have the voice to talk back, but for many, it doesn't even feature as a blip on the radar as a channel because it’s foreign to traditional media strategy which is all about broadcast. To me, social media fits in the media mix just...

  • How social is killing TV as a one-way medium

    Take a moment and think about how you watched television last night. Were you glued to the screen, just you and the TV? Or did you sit phone in hand, scrolling through your social channels, replying to an email and Whatsapp’ing with your friend on the other side of the country about said show? One of my favourite quotes sums it up: “social media makes you social with the people who aren’t there, and unsocial with the people that are”. Translate this into TV viewing habits and what I find in my network is that people are connecting in communities...