social media week new york 2011: inner workings panel

Download Social Media Week New York 2011: Inner Workings Panel

Post on 06-Dec-2014

795 views

Category:

Technology

1 download

Embed Size (px)

DESCRIPTION

Social Media week New York 2011 Panel: The Inner Workings, Social Media Success Through Coordinated Staffing

TRANSCRIPT

  • 1. Social Media Week 2011 The Inner Workings: Social Media Success Through Coordinated Staffing #smwnypl2
  • 2. 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
  • 3. Johannes Neuer (@johannesneuer), eCommunications Manager The 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
  • 4. Mary Buckley (@mkbuck), Associate Manager of Advertising and Promotions Pamela Cortland (@pamml), Associate Marketing Manager Alfred 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: Whats next?
  • 5. Mary Buckley (@mkbuck), Associate Manager of Advertising and Promotions Pamela Cortland (@pamml), Associate Marketing Manager Alfred A. Knopf Publishers (@aaknopf)
  • 6. Mary Buckley (@mkbuck), Associate Manager of Advertising and Promotions Pamela Cortland (@pamml), Associate Marketing Manager Alfred A. Knopf Publishers (@aaknopf) Twitter.com/aaknopf
  • 7. Mary Buckley (@mkbuck), Associate Manager of Advertising and Promotions Pamela Cortland (@pamml), Associate Marketing Manager Alfred A. Knopf Publishers (@aaknopf)
  • 8. Mary Buckley (@mkbuck), Associate Manager of Advertising and Promotions Pamela Cortland (@pamml), Associate Marketing Manager Alfred A. Knopf Publishers (@aaknopf)
    • 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
    Facebook.com/alfredknopf
  • 9. Mary Buckley (@mkbuck), Associate Manager of Advertising and Promotions Pamela Cortland (@pamml), Associate Marketing Manager Alfred A. Knopf Publishers (@aaknopf) AAKnopf.Tumblr.com
  • 10. Mary Buckley (@mkbuck), Associate Manager of Advertising and Promotions Pamela Cortland (@pamml), Associate Marketing Manager Alfred A. Knopf Publishers (@aaknopf) Whats next?
  • 11. Jed Carlson (@jedcarlson), Chief Operating Officer ReverbNation (@ReverbNation)
    • 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
  • 12. Jed Carlson (@jedcarlson), Chief Operating Officer ReverbNation (@ReverbNation)
    • 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)
  • 13. Jed Carlson (@jedcarlson), Chief Operating Officer ReverbNation (@ReverbNation)
    • Execution:
    • Tapped staff member who has target audiences perspective (hes 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
  • 14. Jed Carlson (@jedcarlson), Chief Operating Officer ReverbNation (@ReverbNation)
  • 15. Jed Carlson (@jedcarlson), Chief Operating Officer ReverbNation (@ReverbNation)
    • How are we doing versus our peers/competitors?
    • Klout.com
    • Peerindex.net
    • Backtype.com
  • 16. Paul Michaud (@EHandNYC), Senior Vice President of Social Media Citi (@citi)
    • Citis 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

Recommended

View more >