Internet’s Savviest Troll | ex-Head of Social Media, Ryanair | Founder, Frankly (Ireland)
The customer is always right, right? Michael Corcoran begged to differ when he decided to mercilessly roast his audience at Ryanair, inventing a reverse customer service. As their former Head of Social Media, Micheal built what The Washington Post called “the most savage Twitter presence of any brand in the sky”, amassing over 2.5 million followers on TikTok alone.
In a world where many brands still hide behind corporate politeness, Michael’s team at Ryanair became a refreshing, and at times controversial, example of how breaking the mold can lead to viral success. His fearless, cheeky approach to customer interaction proved that humor, wit, and the willingness to take risks can elevate a brand to legendary status. The Financial Times’s headline says it all: “Brands, be more Ryanair”.
Then one day he decides to leave Ryanair for new adventures at his consultancy firm Frankly. But such was his impact at Ryanair that Guillaume Huin, head of social media at McDonald’s, wrote: You and your team have redefined the industry you were in and opened new horizons for every social team across the world. So how can you be more like Michael? Well, just follow his motto: If you’re on a plane, on social media, or just in life, try not being a d**khead and you’ll probably do better. We couldn’t have said it better ourselves.
Michael Corcoran: Be on Social without Being on Social
It is time we as professionals REALLY start to think about the role social plays for your brand or business. If you try being all things to all people, you are more than likely diluting your effort and adding to the sea of vanilla corporate sameness. Alchemy can show us the best ideas or strategies that don't make rational sense. The problems we have could very well be solved by letting go of logic and differentiating yourself. Join Michael to explore different ways to be on social without ‘being’ on social; to solve a problem or utilize an opportunity for a brand and business on social; to go through some examples of how to use social beyond just posting content and wasting time and money; and look at the four key variables that should influence your strategy before deciding what role social can play to REALLY try to add value over time.
Lastly, Michael will sit and waffle about how Ryanair did it.
