{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Attention Shift","title":"Disruption with Discipline: Michael Corcoran’s Social Playbook","html":"","width":"100%","height":180,"duration":2946,"description":"\nRyanair’s bold, irreverent social media presence didn’t happen by accident; it was the product of a clear strategy rooted in the airline’s DNA and culture. In this episode, Michael Corcoran, former Head of Social Media at Ryanair and now founder of Slice, shares how he turned what many considered “shitposting” into a disciplined framework for brand building.\nMichael takes us inside the process of using the 4C’s brand strategy model (company, category, culture, and customer) to reposition Ryanair online, shifting customer expectations, leaning into disruption, and creating content that was educated, while being entertaining. He also reveals how to navigate resistance inside legacy organizations, why most social leaders mistake tactics for strategy, and how AI will reshape the executional side of marketing while amplifying strategic thinking.\nIf you’re trying to understand what it really takes to create a memorable brand in today’s noisy digital landscape, this conversation is a masterclass in brave marketing.\n\nAbout Michael Corcoran\nMichael Corcoran is a strategist, consultant, and former Head of Social Media at Ryanair, where he helped turn the airline’s disruptive DNA into one of Europe’s most distinctive brand voices. With a background spanning agency work in Ireland and Europe and client-side roles at Paddy Power Betfair, Michael has spent over a decade in fast-moving industries where strategy and execution collide.\nAt Ryanair, he fused humor, honesty, and strategic clarity to create content that entertained while educating customers, earning buy-in from leadership and shifting perceptions of the brand. Today, he runs Slice, a consultancy that equips brands with the strategy, teams, and operations they need to thrive. His mission: make social media more than tactics, building brave and memorable brands that last.\n\n\nResources discussed in this episode:\nDelve MikeWorldWideRyanairPaddy Power Betfair (now part of Flutter Entertainment)FanDuelLes Binet & Peter...","thumbnail_url":"https://img.transistorcdn.com/42ITGogtihaEoDJ8il2dbJzuzQlkLSve0qAaibfyIaM/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS80ZTJh/NzUwMDRhZTU4MDI1/OWRmODlhM2VhNzc5/ZjM3NC5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}