How Martin Smith, Neolane Marketing, uses social media

Martin Smith is head of marketing at Neolane, a Conversational and Campaign marketing platform.

Martin splits his personal social media from his professional social media, using Facebook for only communicating with friends, a personal twitter and professional twitter account and Foursquare for networking both professionally and socially and as a location finder.

Martin trys to put himself in his customers shoes and only tweets valuable content such as infographics, sector news. He uses as a blogging tool but that is for his own personal blogging around on Guitars and also Cider making.

From a platform perspective he is an Apple fan , and now spends 70% of his time on ipad, for email, presentations etc, and loves its cross platform ability to keep everything consistent.

From a technology perspective Neolane has been driven by the top 3 music industry brands who use Neolane to drive the fan pages of their artists. These brands said they didn’t want social to sit separately but be an extension to the rest of their online campaigning. Neolane create apps in Facebook pages to make sure individuals get highly personalized location, product and artist based content.

The biggest impact social media is having on Neolane itself is in customer service, being able to listen to the customer, understand the customer better and pick up on customer issues early. Currently they are trying to get tighter integration with sales.

Martin’s top tip for social for your business is look at your demographics (is your market using it?) and for personal – keep it interesting/relevant.

You can reach Martin at @martysneo or at

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About Bob Barker

Bob is an innovative marketer with 25 years in technology marketing across all disciplines in small and large brands. A regular commentator on social business and digital marketing his passion is for unlocking the digital potential of both firms and their people.