With the 2017 Sports Industry NextGen kicking off this Thursday we had the pleasure of speaking to Jonny Silcock, the man behind the @AdidasUK social channels and found out whats its like working for one of the biggest brands in the world.
– Can you tell us a little bit about yourself?
My name’s Jonny, I’m 28 and I’m from Kentish Town via Ripon. I’m the brand social media and community manager at adidas UK, responsible for the output of adidas’ social media channels in the UK and leading on engagement with our community. I’m really proud to be in the Sports Industry NextGen Leaders programme this year too.
Outside of work, I’m an enthusiastic Manchester United supporter and a big fan of live music.
– How did you get into your current role at adidas?
After years as a teenage Championship Manager sensation (just don’t mention the time I had all my players on goalkeeper training) and writing my own match reports, I went off to uni to study journalism.
After discovering a disdain for shorthand and a lack of journalism vacancies, I moved to the dark side of PR and marketing for my first job. After working in digital and social teams at agencies for five years, I made the move in-house to Live Nation before adidas came calling.
— adidas UK (@adidasUK) January 28, 2017
– Can you tell us about your role at adidas?
I’m really happy to be part of the London Newsroom team at adidas. We have newsrooms in each of the brand’s key cities that are responsible for social and PR. In London, our team is very much the voice of the brand across the city – whether that’s through driving innovation on social platforms, at events in-store or at pop up locations around town or managing relationships with key local influencers across our focus categories.
As the brand social media and community manager, I’m responsible for what goes live on our channels – working with my social colleagues who manage adidas Women, Football, Originals and Running to pull together a combined and editorially led publishing rollout.
– What does a typical day at work look like?
Like most of your readers, I wake up and grab my phone to check Twitter and emails before even thinking about getting out of bed.
More often than not, I’m ‘on the decks’ managing our social channels – so will check the performance of our content overnight and respond to any relevant contacts we’ve received.
I try and get in before 9am, where I’ll look over the rollout for the day ahead and keep my eye on any engagement our recently published content has had. We take community management really seriously in the London office and view every interaction as a chance to win the consumer. I lead on this not only in the office but globally too, as the host of our Newsroom community management network who get together each month to talk campaigns, content and comm man.
From that point onwards, no day is really the same. I’ve been working a lot recently on our social customer service offering – which has now launched on Twitter and Messenger in the UK. I check in with the team on a regular basis to talk tone of voice and any cases which need escalation.
What’s really great about my role is the chance to work across the different categories.
As a football obsessive, I bend the ear of that team a lot with ideas and thoughts on our focus fixtures – while I’ve also played an important role on some of our Originals campaigns, using my Live Nation experience to good measure at some of our music-led activations.
– What is your greatest career achievement to date?
Joining the adidas team here in the Newsroom felt like a big moment, but I’d have to say the work I led on social activating our Team GB relationship at the Olympics. It involved a lot of late nights and sadly I was sat on my sofa in Kentish Town rather than the Copacabana but we achieved some brilliant results on social, developed some really cool creative and saw a strong sell-through of the Team GB kit. KPIs: done.
— Sport Industry Group (@SportIndustry) January 30, 2017
– Talk us through Sports Industry NextGen Leaders…
I’m really excited to be part of NextGen this year. It’s a brilliant programme that brings together 30 future leaders from a cross-section of disciplines in the industry. We’ll receive a leadership package providing a variety of incredible training, mentoring and experiences throughout the year with a view to future leadership roles.
It kicks off on February 2nd with a launch at Village Underground. My professional network is about to go to the next level…
– Is there anything you’d like to plug to the Future Sport readers?
Just keep it three stripes and, if you’re not already, it’s @adidasUK across the usual suspects.
– How can our readers get in touch with you?
@jonnysilcock on Twitter is the one, although I got hacked recently and sent lots of people a link to some fake Raybans. Not the one. Promise I’ll keep it strictly to @adidasUK retweets and football commentary moving forward.
Deputy Editor & Social Media Specialist