Networking - Right place, time, people....

Being a freelancer in any industry is tough. Whether you've flown the agency nest or are branching out into a new career, sourcing contacts and making connections is a tricky business.

'Networking' is a horrible word. I don't like it, it conjures up images of 80s mobile phones and awkward handshakes for me. Maybe I don't equate the traditional notions of 'networking' with the creative sphere.

Although I work within a competitive business industry where being current and highly professional in your field is integral to your success, I feel a lot more comfortable with my status as a 'creative' when it comes to undertaking the imperative business process of networking. It becomes more about a natural conversation about what you like to do rather than a pitch about what you need to do.

Before starting any 'networking' the first step should always be Research.

I started out as a freelancer, I didn't have those agency contacts or habits. It made basic common sense to me to learn what folk in my field were working on, where they were working, what events they were talking about, who else they worked with, anything that could give me a chance to get talking to them.

Investigate the wider field and related industries. When I launched the new Distil site, designed and developed by LiamR, I was surprised at the amount of comments I received about how rare it was to find a copywriter with great aesthetics. I know the words are the moneymakers and, being a writer how it reads is more important than how it looks, but having an awareness and appreciation for design, graphics and function is highly relevant.

Glasgow is a great city for creativity, innovation and celebration of new ideas and collaborations. Use this. Find out what's going on whether it be open studio events, annual events such as Social Media Week, networking events such as Long Lunch or related talks and exhibitions. Utilise your social media links to maximise this coverage.

So, you know who to talk to about what. Now's the time to start putting yourself in the right place at the right time. This step should be shadowed by the most valuable asset you have - your work. Throughout this process produce work, good work. Create a business card, something you can have on hand as a lot of people don't pick up names on first meeting, never mind remember them.

Location, location, location. You'd be a mug not to implement your social media links to reach out and get involved however if you are using these mediums, commit and be consistent.

Get off your arse and put yourself a position to actually talk to people. If you work from home, as a lot of freelancers do, look into Co-Space office sharing. There are a power of collaboration/space initiatives out there for people to meet and work together. Events such as Social Media Week are invaluable in terms of networking. An array of creatives, initiatives, agencies and industry professionals are on hand under one roof.

Meeting new connections and prospective clients or collaborators isn't just a business move. Speaking to other professionals helps you establish what makes you different and interesting. I've acquired clients by strategic business card placement, volunteering at Social Media Week and blogging, among many many others. Get involved and don't be shy.

Doing things my way?...

When it comes to my job the only detail I've paid much attention to is it's title - Copywriter. My status as freelance has mostly been an afterthought. I've never approached my projects or potential clients any differently.

A couple of weeks ago I posted a blog about my slightly unconventional beginnings and approach to my career as a wordsmith. 'Easier said than written' got a mixed response, most in agreement with my attitude to utilising my already established skill and ability to write, and teaming it with a dedication to learning the individual industries I write within. However, some were not quite as open to new approaches.

These repsonses lead me to delve into articles, blogs and forums and see what other ways and means, advice and stories others had about the world of freelancing, and how they started. The majority had taken the plunge into freelancing after years at various agencies and companies.

I'm not sure if it's naivety or confidence that has lead me not to dwell on the fact that I don't have that solid 'stint' at an agency behind me. As a freelancer, I've worked with a mixture of small and big creative, marketing and advertising agencies from Glasgow and further afield. Collaboration is one of my favourite aspects of my work, and my personal experiences and approach as a freelance writer has allowed me to utilise my status to really get involved in the whole process and project.

I've worked alongside designers, marketers, charity officials, all sorts of professionals and creatives. During these projects I've learnt the constraints and budgetary limitations, funding protocol and regulations, effective timescales for all contibutors to any given project, past experiences with collaborators and much more. This information is invaluable.

I've been able to work from client's offices', get involved in the daily chat and be on hand to contribute directly, not to mention meeting and networking with all manners of creatives from an array of agencies, this has landed me a fair chunk of continued trade.

At the end of the day, my job is to write. The bits in-between and how I learn along the way all contribute to the next project.

Just Write?...

This week has been a corker. A flurry of lovely folk have featured the new Distil site on their web emporiums such as Site Inspire and CSS Brigit.

Perhaps even more wonderful than these mentions and recognitions are the emails and tweets I've received from budding copywriters looking for some pearls of wisdom.

Creative writer by previous trade, I knew how to craft a story, however as outlined in my previous blog post 'Creative Writing (Creative Optional)', my ability to reign in this creative impulse has developed into a craft all of it's own. Copywriting is just as much, if not even more so, about technique and formula as it is about creative prose.

This is something I've had to develop and maintain throughout my projects at Distil. Devouring blogs and forums galore on the subject. Progressing or starting as a freelance copywriter is a much blogged topic obviously however the usual steps of read, connect, write are all in order and correct, but for me have been a difficult process to swallow.

In light of these recent requests for tips/advice, I thought I'd give my very genuine, personal take and honest recommendations on progressing or starting out as a copywriter.

I have read very few copywriting books. An admission that may or may not be well received. In my spare time, as a real person, I read, I love to read and learnt my creative writing trade from such. Maybe I feel like I did my stint, but when it came to 'training' as a copywriter I built on what I had already - the ability to write.

What I focused my 'training' on was learning my industry. I began to research and contact people from advertising, marketing, branding etc, and dedicated myself to the study of these industries. I lived on blogs from all areas of that certain industry, whether it was design, finance news or recent campaigns and the agencies involved. Learning is utilised by application.

Harnessing techniques and tips from my fellow copywriters via forums and kind responses to question filled emails, I did what seems to be the final and frightening step - Writing. In most blogs or articles along this subject matter there seems to be this process of research, learn THEN write. I'm not dismissing this imperative stage, and vital part of the copywriting process, but I do believe in not being scared to get things wrong. It's called copywriter for a reason.

I would draft ideas, create spec ads, for selected eyes only as I'm not an advocate of featuring them in your portfolio, and forward them to professionals and creative comrades. An honest opinion is the only valid one. I wrote all the way through my 'training' period and use a lot of my pieces as reference points in similar projects.

To date, I've created high quality copy for retail, architects, film production houses, record companies and designers/creatives themselves. Whether original web copy, SEO smarts, sales letters or articles, the way I have learnt to write copy has influenced what I produce.

Ultimately my advice is parallel learning with the craft itself, learn on the job from those who know what's crap and what's quality and adapt, foster your own process that will set you in good stead for the future with people who truly appreciate your talent.

It's good to talk...

Rounding off a nice Social Media Week was STV Creative's 'The Meet Market'.

Hosted at the grand Film City in Govan, this collection of designers, animators, photographers and digital masters, were brought together to chat and share their work with a room of fellow creatives.

Glasgow has always been home to a crazy amount of pretty sharp professionals, all on the ball and producing some superb work. Alongside the showcasing of their work was a proper opportunity to grab a beer and chat.

First up were Effektive Design and Berg Studios, designers of digital and print wonders, demonstrating their extensive knowledge and passion for creating considered, beautiful design for an impressive array of clients.

Rubber Rocket followed with a show reel that was packed with "ah, they did that" moments. A trio of passionate, excited folk who are creating brilliant work for global companies.

Sandwiched inbetween was Made by Crunch, Yomo, Glasgow Press and many,many others.

After several beer breaks, sampling the award-winning Arran Brewery's spoils, Chunk Digital's Donnie round off the afternoon with an honest, insightful look at his developing digital company.

Hopefully, 'The Meet Market' will become a regular event. Inspiring and invaluable for creatives all over the city.

D.

A Blooming revolution

Everyone loves a good success story and there's plenty to be had where Bloom VC are concerned. Through Crowdfunding, Bloom utilise their knowledge, support and guidance to enable start ups, students, community projects, pretty much anything you can think of, to get their 'campaign' off the ground and secure 'promises', which are translated into cold, hard cash.

So, the perfect example is 'Bonnie Bling'. Like most people at the event as soon as I saw Mhairi's acrylic jewellery I recognised it. As like, Michelle Rodger, one half of the Bloom VC founders, her enthusiasm and praise for Crowdfunding and her experiences with Bloom are infectious. Mhairi outlined how she began her campaign. Paramount to this was her presence on social media platforms and how she engaged with potential funders.

After setting her funding target, which has to be reached within a pre-set amount of time or all funds, or 'promises', acquired cannot be claimed at the end of the campaign, Mhairi embarked on a crazy journery of 'will she, won't she' madness.

From 'promises' of £5 to £2,000, her 60 day campaign resulted in Bonnie Bling being able to purchase the laser cutting machine needed to begin production. I don't think Mhairi herself even expected the success that followed such as distribution deals and fashion awards.

The enthusiasm and genuine passion speaker Michelle Rodgers, of Bloom VC, expressed throughout the event left us all looking for a project to bring to Bloom! In the room was an architect looking for funding for an exhibition space, a pair of students looking to save a much loved Glasgow pub and an advocate of animation hoping to begin workshops in such. This mix emphasised that Bloom were equally involved with causes and social enterprises as start up businesses.

I didn't leave the event inspired only by the people and success stories I'd heard. I genuinely thought the trust and freedom that Bloom exhibit by handing complete control over to these 'campaigners' and what they aim to achieve was inspiring in itself.

D.

Social media & charities

Given the experience and work Glasgow digital marketing agency Tictoc have undertaken in the charity sector I expected this event to be one of the most resourceful of the SMW programme.

Tictoc's Julie Ferguson spoke passionately and with real insight, detailing the processes that occur when uncovering and developing social campaigns for charities. Measurement and monitoring of these campaigns is key to their success and with most charities or non-profit organisations struggling with slim budgets,the effective use of social tools is invaluable in establishing genuine connections and communications. 'Social Listening' - Who's talking?Where?About what?...

Establishing the relevant social platforms to utilise is an importnat part of this process. As Julie stated many use Facebook without question, what often isn't considered is that Facebook isn't the best converting platform. A good social campaign, or campaigns in general, should centre around the journery - the journey for information, authentic communication and interaction, whether the end means is to drive sign ups and donations or present key messages.

Creating campaigns that can fuel future adaptations, so experimental rather than conventional concepts,can contribute greatly towards engagement and active sharing. This helps set the foundations for growth and establishing long lasting relationships.

I was surprised to hear that platforms such as LinkedIn, Pinterest and Instagram were severely underused in the UK. Implementing such allows organisations to generate original content and manage content themselves. Perhaps this highlights the underlining issues in the charity sector as a whole such as understaffing, lack of volunteers and training.

Engaging with supporters and actively encouraging their participation allows these key followers to do the talking, they do the work, they generate and share. A real voice behind a campaign.

D.

Branded Content

When registration opened for Social Media Week Glasgow, Innerear Uk's 'Social Advertising Innovation' event was the first I signed up for.

Panelists Dougal Perman and Anny Deery of Innerear Uk were joined by Peter Sigrist of 33 Digital, via the wonders of technology. The discussion revolved around the changing landscape of advertising and marketing and the nature of social campaigns and their levels of engagement. This evolving marketplace of user-generated content illustrated how this social media content can develop and strengthen brand image and identity.

Dougal highlighted that this was a 'transition phase', a rush of experimentation with the effective use of social means and how individuals and communities interact with various brands, and further this engagement via active sharing. However, this freedom and phase of excitement is underlined with the red tape and restrictions that need to hover in the background, as for every genuine 'fan' will be an abuser of this freedom. Examples of this included Skittles' infamous site, completely user-generated content that was victim to vulgar, offensive postings via the skittles hashtag.

Despite this, Peter believed that the overall success of this campaign meant that the risk was worth taking to create an original stream of user content. It opened up new channels for engagement, and illustrated how even an initial disaster isn't always intergral to the bigger picture success, e.g Boris Johnston.

Another interesting point made by Peter was the idea of the 'Fan', the hardcore sharers and creators of relevant content, they are not prone to circulation bribes but do it for the love of the brand, quanity over quality springs to mind. Getting to the right people rules over numbers.

To link in nicely with my first Social Media Week blog post is the presence of Dear Green, Glasgow coffee company. Doug spoke of their Facebook interaction with 'friends' and how they advertise their everyday routines such as roasting. When a new batch of beans is ready for roasting, Dear Green invite folk over to watch. This is infact, a pretty slow, uninteresting process but the idea of announcing and actively including people in this process is simple engagement. Also, while you're there you inevitably treat yourself to a wee coffee and cake.

Looks like we have to roll with the times and get stuck in. As long as people engage, share and respond then the shelf life of any brand can be extended.

Social Shinanigans

It's been almost a year since I volunteered in any capacity. The time had arrived again...

This was my first Social Media Week experience, this time last year I was mastermining my Distil Copywriting plan and things have been manic. Comfortable in my wordy accomplishments and workings to date I thought I'd use my week's holiday to network, learn and, as thanks to my role as a volunteer, receive free tea and cake.

Day 1

It didn't take long before I realised how much I miss volunteering. Meeting fellow enthusiasts and throwing youself into the nervous, excited chat. The SMW team are a great bunch of students, professionals and lovers of all things social media. The Skypark Social Media Lounge was home to not only a breathtaking view of our stunning Glasgow but to some tasty Where the Monkey sleeps tea and cake. Even more exciting was the presence of Glasgow roasted coffee company Dear Green.

The schedule for SMWGla is brimming with talks, discussions and meet-ups, too much to choose from really.

So first up was a talk delivered by the Glasgow Business School - Sentimental Analysis. I knew little of this subject when I entered the room and I'd be lying if I knew any more when I left. The enthusiasm of the speakers was admirable but the whizzing through the basics and foundations of it's relation to data analysis quickly lost my interest, and most of the other listeners'. Essentially the search for emotional content and the techniques implemented to derive patterns and conclusions from copious amounts of data underlined the talk. Software packages such as R, BrandWatch and GATE were discussed but I feel I lacked an understanding of their difference to one another, leading to no further investigation by me.

Monitoring social networks and the discovery of emotional content interested me the most.

Know this or fail.

Before I dig my own grave here, there is just a few things I need to address and confirm that I am most aware of, and perhaps should pertain to more regularly;

1 - Blogs are invaluable for creating connections with customers, peers, general public.

2 - You can get your mitts on some SEO goodness.

3 - Accessibly showcase your chosen talent, skill or opinion.

4 - Millions of other previously over-blogged reasons.

These well-rounded points are not my 'beef' with blogs. With far too often proclaims of being bogged down with work and promises of regular posts, I'm guilty of neglecting my wee blog pal. It's not the blogs that rattle me it's the bloggers, the constant to-do and not-to-do lists of things you MUST abide by to be a successful and valid creative, of any means or field.

Rants are beautiful things but here mine ends, as to anyone who reads this will nod in silent agreement. For me it's simple, Yes, I do need to blog more, and yes, I do know why and what to do, but I also know how to naturally communicate with folk. Whether I want to talk about recent inspirations, projects or simply my experimentation with a new brand of teabag, these things are ok to talk about through any medium.

So to one and all, use what you need to when you want to. Pop on Twitter, Foursquare it or get KILTR-ed up, just talk like a person who loves what they do and folk will respond and enjoy.

COMING SOON - New blog posts.

D.

She's making herself look pretty...

So, my new BIG project for this year is my craft label/collective. A collection of mine, and other Glasgow Crafters works all online, seeing profits going to artists and creatives, coupled with free advertising, support and information to help these talented bees get ahead. Free advice and a healthy push from fellow enthusiasts. Working on the site, collecting together ideas and label buddies etc, but it's gaining speed and will hopefully be officially launched and in full swing by the summer!!! Stay tuned Stitchers.