Social Media Brand Management Lissa Duty #SEJSummit
•Download as PPT, PDF•
3 likes•3,011 views
Lissa Duty tells us how big brands can handle fires, as well as the importance of setting a social media policy, at SEJ Summit Dallas 2015. Summary: Large business entities can have multiple product lines, marketing groups and a global presence. Lissa shows us how to use social media to enhance and drive cross-department initiatives such as customer support, acquisition and marketing. Lissa Duty VP of Community Management at Advice Interactive
Social Media Brand Management Lissa Duty #SEJSummit
- 2. Free 30-Day Trial Instant data. Tweak strategies. Benchmark competitors. “We’ve started using it in our social division. Now Searchmetrics is more valuable than ever before.” Sebastian Wenzel, Webanalyticsbook Use with m ultiple team s
- 3. #SEJSummit #Searchmetrics • Author of two books • Love social media • @LissaDuty & @AdviceGroup
- 6. #SEJSummit #Searchmetrics REAL-TIME BRAND MANAGEMENT • Ignoring social media and review sites is brand suicide. • It takes one unhappy customer that has minimal influence to create a viral social media crisis. • Abandoned or minimally monitored social media profiles and review sites make for small problems that turn into big issues.
- 7. #SEJSummit #Searchmetrics PLAY-DOH EXTRUDER TOOL • Waited to long to respond • Ignored the initial complaints the prior month • Didn’t want to accept responsibility • Failure to enforce a social media policy on their Facebook Page until after Reactive campaign
- 8. #SEJSummit #Searchmetrics Too Little – Too Late
- 9. #SEJSummit #Searchmetrics PROactive Campaign • Created a response • Drafted potential scenario responses • Got ahead of the negative complaints • Created a digital marketing campaign to dominate keywords searches for the phrases (using PPC, tweets, blogs, video and more)
- 10. #SEJSummit #Searchmetrics CheVY Spokesperson AT World Series
- 12. #SEJSummit #Searchmetrics DEFINED SOCIAL PROCESS• Research the brand and document all the online accounts related to it. • Work to gain access/claim these accounts. Remove any duplicates. • Optimize accounts for brand consistency • Clearly define who can register new acounts
- 13. #SEJSummit #Searchmetrics DEFINED SOCIAL PROCESS• Create a schedule for monitoring and responding to brand accounts. • Social media accounts access (Includes site name and link, plus the login and password) • Who is responsible for monitoring, and how often • Company expectation regarding employees participation on social media
- 14. #SEJSummit #Searchmetrics ALIGNED MARKETING/SOCIAL STRATEGY• Defined project goals disseminated to all involved teams • Marketing team works in conjunction with social • POC responsible for ensuring marketing objectives are aligned across platforms
- 16. #SEJSummit #Searchmetrics CONSISTENT MESSAGING • Support responses should match across platforms • Website FAQs and online answers consistent • Social and customer service teams need to know what in on the website • Inconsistent answers are a negative customer experience
- 17. #SEJSummit #Searchmetrics CUSTOMER SERVICE • Have a response strategy for positive responses and negative feedback • Escalation procedure with POC name and contact information • Ignored feedback (positive or negative) can escalate quickly
- 18. #SEJSummit #Searchmetrics MONITORING AND MANAGEMENT TOOLS • Notifications via RSS • Email alerts (i.e. Social Mention, NutshellMail, Google Alerts) • Hootsuite, SproutSocial, Buffer • Make sure account alerts are being emailed to a social media account that is being monitored
- 19. #SEJSummit #Searchmetrics CONTENT SOURCES • Pre-approved content to share on socials • 3rd party websites approved for posting on social media • Keyword searches to identify content for social sharing
- 20. #SEJSummit #Searchmetrics CONTENT SOURCES Content Sites • Alltop • Forbes • Harvard Biz Review • Huffington Post Content Tools • Klout • Hootsuite • Postplanner • Feedly
- 22. #SEJSummit #Searchmetrics Twitter @LissaDuty Linkedin in/lissaduty/en Google+ +LissaDutySocial