social media week new york 2011: inner workings panel
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Social Media week New York 2011 Panel: The Inner Workings, Social Media Success Through Coordinated StaffingTRANSCRIPT
- 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
- 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