Can’t We All Just Get Along?

Social Media Success Through In House &

Out of House TalentCandace McCafferycandacemccaffery@me.com@candacemcc

The Debate

The Reality

The RealityOSuccessful social media

marketing arises fromO Defining what the brand should

stand forO Aligning behaviors and voiceO Empowering people to deliver

O Customer ServiceO Consumers

expect to be served

O Social media reaches potential/current customers

O Expertise on information

O PR/Marketing/AgencyO Social media is

earned mediaO Content a core

skillset of PRO Creative cuts

through the clutterO Provides

efficiencies, consistency

Success takes Multiple Departments

Case Study: SunTrust Banks

Keys to Successful Collaboration

Strategy First, Tactics Follow

Dialogue• Live Solid

Facebook• Live Solid

Twitter

Information• SunTrust

Facebook• SunTrust Twitter• Bank

Statements Blog

Service• AskSunTrust

Twitter• SunTrust

Facebook• Bank

Statements Blog

Channels that Meet Audience Needs

Live Solid FacebookDaily discussion topics and

posts averaged 80,000+

impressions/day“Tip of the Day”

garnered highest engagement

Fans shared liked the simple, actionable advice the tips provide

Dialogue & Information RolesO Agency Leads

O Editorial calendarO Content strategy &

developmentO Contest creationO Daily postingO Cross-platform

marketingO Listening

O SunTrustO Content editingO Information/

expert resourceO Direct client

responseO Listening

Service & Information:

Service RolesO In House Leads

OListeningO Identify

issuesODirect

response & resolution

O AgencyO Counsel as

neededO Social crisis planO Messaging &

content supportO Listening

Collaboration ModelO Clearly define

rolesO Third-party

system O Communicati

on Communication Communication

Success by the Numbers: 10-month snapshot

O Live Solid Facebook O 92% increase in reachO Impressions up from 1.95MM to 3.9MMO Engagement increased 36%

O Live Solid Twitter O 26% growth in followersO Consistently top ranked referral source for website

O SunTrust FacebookO 3-fold increase in reach; 97% response rate

O @AskSunTrust: 3,000+ interactions per month

Keys to Success O Lead based on

channel use, interactions

O Adapt content strategy and schedule to each needO Dialogue O InformationO Service

O Find tools to fit your situation

Questions

INTRODUCING COCA-COLA JOURNEY

Coca-Cola Journey

A storytelling, consumer engagement vehicle that replaced The Coca-Cola Company’s traditional corporate website

A dynamic, digital magazine focusing on:• Company news and issues important to

Coca-Cola• Stories from the world of Coca-Cola• Real-time social engagement and commentary• Reader discussions and debates

Coca-Cola Corporate Website

Pre-November 12, 2012

Coca-Cola Journey

November 12, 2012 – Present

• Make it everyone’s projectCollective buy-in is important

• Identify your company’s goals and valuesLeverage these in your external communications to garner genuine interest and spur curiosity with consumers

• Define your audienceFind a common ground and write to your consumer’s interests, whether it’s mountaineering or marathoning

KEY LEARNINGS

KEY LEARNINGS

• Content is king Tell stories, don’t just push press releases

• Eliminate corporate speakWrite with a clear voice and tone that defines your content

• Be strategic in who you featureSelect leaders, experts and influencers to be profiled, quoted and interviewed. They help drive traffic and add credibility

KEY LEARNINGS

• Leverage all company assetsTease-write and utilize your social channels to promote and magnify your efforts

• Listen to your audienceInteract with consumers in real-time to create an open dialogue and connection. Listen to and meet merited demands

KEY LEARNINGS• Data is your friend

Tracking metrics and analyzing the data tells you what content and campaigns are successful and which aren’t. It also helps champion your successes

• Utilize user-generated contentFind people who are passionate about your brand and enlist them as content contributors

• Identify and build partnershipsUtilize key partners, big and small, to create buzz-worthy and well-rounded opportunities. It’s win win!

Solo PR Summit

Aimee ErtleySenior Director, PRSage North America

How do you help your clients stand out?

Telling the story…

Achieving Big Co. Results

February 20, 2013

JEREMY PORTERDIRECTOR, UNIFIED COMMUNICATIONS

• Lead Unified Communications Practice (Social, Content, PR)• Former Small Agency Principal + PR Blogger• Experienced Start-Up Marketer

Three Quick Examples of ‘Big Co’ Programs

Facebook “Timeline Movie Maker” Coca-Cola “Happiness Machine” HBO TrueBlood “Immortalize

Yourself”

Facebook Timeline Movie Maker Create a Highlight Reel of

Your Life Algorithm Looks for

Highly Engaged Content Significant Life

Events Keywords Likes Comments Tagging

Requires a Minimum of 75 Pictures

50 Unique Elements Used

One Click Curation

Timeline Movie Maker• Nearly 300,000

Timeline Movies Created

• Over 1.8 million Video views

• Over 70,000 Shares• 1,000,000

Authentications• 57,000+ Likes

The Assignment:

Sharing Happiness

5M+ Views Over 10,000+ Tweets “Favorited” over 12,000

times Maintains a 5-Star rating Received over 2,500

comments No Paid Media Support

“Happiness Machine” Performance

Happiness is Scalable

US UK US

China India Philippines

Egypt Japan Brazil

HBO True Blood Immortalize Yourself

Popular show on HBO Rabid fan base that is

highly loyal HBO wanted to create

excitement about the new season premiere

How can fans become a part of the show?

The Results?• 7M to 9M Likes in 6 Weeks• 250K Unique Videos Created• 2.4 Million Views• 96,000 Comments with a 99.9%

positive sentiment• AdAge Top 10 Social Campaign

Common Threads “Small Cos” Can Use

Create One-Of-A-Kind Content Include Users in the Experience Let Them Know the Tree Has

Fallen

Create One-Of-A-Kind Content

• What can you create that your audience can’t get anywhere else?

• What can you create with limited resources (e.g. staffing, budget?)

• Think about the stories that aren’t being told – then tell them

• Leverage visuals and videos whenever possible – they’re still the most under-utilized content

Include Users In The Experience

• Every time we’ve included users in the content creation experience, we’ve had success

• Fans create more fans• You don’t have to produce videos or apps to

do this• Fans love to be part of your story – reward

them by including them in your content

Let Users Know a Tree Has Fallen

• When you post new content, make sure your fans know about it

• Encourage sharing – it’s okay to ask for help… most will want to help

• Reward and recognize sharing – and encourage suggestions or remixing when appropriate

• Your fan base is key to higher sharing and engagement numbers

Bonus Tip: It’s Okay to Have Fun and Laugh

• Are you posting fun content?• Have you posted anything that made people

laugh?• Humor is a key ingredient to successful

‘viral’ campaigns• Think of your favorite campaign – was it

funny?• Tap your audience for suggestions