lindsay lebresco
Post on 20-Oct-2014
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5 Social Media Things to Keep off Your “Ugh-we-should-have-done-that”
ListLindsay Lebresco – Social Media Manager, Lilly Pulitzer
And we should listen to you because…• 5 years experience in corporate
social media strategy & execution
• Launched Newell Rubbermaid SM & led management through change including policy creation & roll out
• Background in crisis management & SM in regulated industries
• I keep being invited back to speak.
Because I’m adventurous?
Because I met this guy once?
‘Cause my kids are super cute?
Do these things and you can expect to avoid:•Community backlash•Brand damage•Personnel issues•Wasted resources•Personal shame
1 2 3 4 5
1
Listen ReadFollowWatchUse
Listen
Things to listen for…
Community Lexicon
Things to listen for…
Opportunities to engage with or service customers
Things to listen for…
Community “Memes”
Things to listen for…
Community venues
Hate + your brand name
TODAY
TOMORROW
2
Set your goals, create your
strategy and plan.
•Goal: Build trust & positivity mentions of the brand•Strategy: Humanize the brand and have a “relationship with the public.” •Plan: Create a parenting blog, participate in community as parents first, then employees. •Result: Positive online brand mentions rose from 68% positive to 85%; Graco named as Top 10 Big Brands doing social media in 2009
EXAMPLE
• Goal: Grow consumer database of females 16-28
• Strategy: Engage & acquire consumer group on Facebook
• Plan: Create a sorority contest where consumers can vote for their sorority to win a custom print
• Result: Acquired 115,000 fans in 2 weeks, 30% growth in 18-24 age bracket
EXAMPLE
You’ve planned.
You know social
media will help you
meet your goals.
You’ve listened.
There’s a place for
your voice.
Ready to dive in?
No pressure, but you do know
they’ll be watching, right?
3
Choose your Social
Media team
wisely
Is this person relatable to my target audience?
Ask these questions:
Are they authentic & trustworthy?
How about likable?
Are they passionate about your business?
Are they natural users of social media?
How well do they know your brand & products?Are they committed to having a
conversation?
Can they rally?
OH HELL YES! WHO CARESHas been on Facebook since it was only for college students
Has a bad ass smartphone
Knows what 2 words comprise the term “blog”
Follows Conan O'Brien on Twitter
Helped their uncle start a Facebook page for his pest control company
They’re younger than you… and much “hipper”
Can text 100 words a minute
Mulit-tasker & solid project management skills
Seeks out new opportunities in social & stays on top of what’s happening in the industry
Experience in using social media platforms personally; ideally has used it for business
Team player and is comfortable working cross-functionally
Has a background in communications & has good writing skills
Strategic thinker but tactical executer
Identify their responsibilities:
report by Jeremiah Owyang of Altimeter Group. Infographic by Voltier Creative
4
Create a Social Media
Policy
PrinciplesPolicies Guidelines
Roll it out…
New hire info
packets
Company meetings
(BRING PIZZA)
Manager
sessions
Great policy resources:Social Media Business Council http://www.socialmedia.org/disclosure/ Social Media Governance http://socialmediagovernance.com/policies.php
5
Train & develop
your team
Formal training
Continuing education
Trade Media reading & circulation
Competitor & trade tracking
Monthly team meetings
Incentivized participation
Recognition for achievement