Download - Social Media Week New York 2011: Inner Workings Panel

Social Media Week 2011The Inner Workings: Social Media Success Through Coordinated Staffing

#smwnypl2

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The Inner Workings: Staffing for Social Media #smwnypl2

The Panel

• Johannes Neuer, eCommunications Manager, The New York Public Library

• Mary Buckley, Associate Manager of Advertising and Promotions, Knopf Doubleday Publishing Group

• Pamela Cortland, Associate Marketing Manager,Knopf Doubleday Publishing Group

• Jed Carlson, Chief Operating Officer, ReverbNation

• Paul Michaud, Senior Vice President of Social Media, Citi

Moderated by Susan Halligan, Director of Marketing, The New York Public Library

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Johannes Neuer (@johannesneuer), eCommunications ManagerThe New York Public Library (@nypl)

• Make @nypl a discovery tool for library resources, content, and expertise using a coordinated staffing model

• No dedicated staff member for Twitter / social media

• Coordinating a large team of decentralized contributors

• Enterprise-level Twitter client with integrated team workflow

• Staff training / working group / social media policy

• Use editorial calendar maintained by Marketing and PR to fill streams with timely content about historic events, Library programs, fun facts, and reading tweet series

• Following grew just under 7,000 to over 90,000 in 2010; increased the number of visits to nypl.org coming from Twitter by 353.98% over 2009

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Mary Buckley (@mkbuck), Associate Manager of Advertising and PromotionsPamela Cortland (@pamml), Associate Marketing ManagerAlfred A. Knopf Publishers (@aaknopf)

• Introduction: How we came to social media

• Twitter: Finding our voice, managing tweeting responsibilities, Twitter

services, numbers, contributors to success

• Facebook: Our fan page, working with our authors on their fan pages

• Tumblr: Which content goes where, content fatigue

• Other social media platforms: What’s next?

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Twitter.com/aaknopf



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• Joined Facebook as a personal page in Fall of 2008

• Confirmed relationship status with Vintage Books shortly after

• Created fan page for Alfred A. Knopf Publishers at inception of Facebook fan pages

• Added Extras tab in Fall of 2010

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Facebook.com/alfredknopf



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AAKnopf.Tumblr.com



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What’s next?


Jed Carlson (@jedcarlson), Chief Operating OfficerReverbNation (@ReverbNation)

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Background: ReverbNation is a marketing platform used by over 1,100,000

bands worldwide.

Goal: Engage indie musicians so that we can deliver our

key messages to them



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Strategy: Become the MOST valuable/reliable source of

information they need to run their small businesses

Tactics: • Curate and post relevant information on a regular basis (timely +

useful)

• Locate most influential bloggers/tweeters and re-post their stuff to

our large user base (reciprocity)



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Execution: • Tapped staff member who has target audience’s perspective (he’s

an indie Artist)

• Setup goals for frequency and mix of posts• Industry-focused, technology-focused, reciprocal to other influential

bloggers, etc.

• Used technology to reduce resource requirements and increase

visibility into effectiveness• Scheduling posts, distributing posts, shortening links, measuring

impact of posts



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How are we doing versus our peers/competitors?

• Klout.com

• Peerindex.net

• Backtype.com


Paul Michaud (@EHandNYC), Senior Vice President of Social MediaCiti (@citi)

• Citi’s customer service approach with Twitter

• Social Media (SM) team efforts include• Selecting and onboarding technology platform• “Test driving” customer service via Twitter• Developing procedures, voice, and tone• Developing training materials• Developing review and approval processes and rep certification

• SM team partnered with Customer Service teams• Co-selected customer service reps with Service leadership team• Conducted initial training and ‘apprenticeship’• Served as review and escalation contact• Monitored for quality; conducted regular review / Q&A sessions

• SM team partnered with other groups to support this new channel• Legal, Compliance, Fraud• Technology Architecture and Information Security

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Download - Social Media Week New York 2011: Inner Workings Panel

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