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Can’t We All Just Get Along?

Can’t We All Just Get Along?. Social Media Success Through In House & Out of House Talent. Candace McCaffery candacemccaffery@me.com @ candacemcc. The Debate. The Reality. The Reality. Successful social media marketing arises from D efining what the brand should stand for

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Can’t We All Just Get Along?

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  1. Can’t We All Just Get Along? Social Media Success Through In House & Out of House Talent Candace McCaffery candacemccaffery@me.com @candacemcc

  2. The Debate

  3. The Reality

  4. The Reality • Successful social media marketing arises from • Defining what the brand should stand for • Aligning behaviors and voice • Empowering people to deliver

  5. Success takes Multiple Departments • PR/Marketing/Agency • Social media is earned media • Content a core skillset of PR • Creative cuts through the clutter • Provides efficiencies, consistency • Customer Service • Consumers expect to be served • Social media reaches potential/current customers • Expertise on information

  6. Case Study: SunTrust Banks Keys to Successful Collaboration

  7. Strategy First, Tactics Follow

  8. Channels that Meet Audience Needs

  9. Live Solid Facebook • Daily 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

  10. Dialogue & Information Roles • Agency Leads • Editorial calendar • Content strategy & development • Contest creation • Daily posting • Cross-platform marketing • Listening • SunTrust • Content editing • Information/expert resource • Direct client response • Listening

  11. Service & Information:

  12. Service Roles • In House Leads • Listening • Identify issues • Direct response & resolution • Agency • Counsel as needed • Social crisis plan • Messaging & content support • Listening

  13. Collaboration Model • Clearly define roles • Third-party system • Communication Communication Communication

  14. Success by the Numbers: 10-month snapshot • Live Solid Facebook • 92% increase in reach • Impressions up from 1.95MM to 3.9MM • Engagement increased 36% • Live Solid Twitter • 26% growth in followers • Consistently top ranked referral source for website • SunTrust Facebook • 3-fold increase in reach; 97% response rate • @AskSunTrust: 3,000+ interactions per month

  15. Keys to Success • Lead based on channel use, interactions • Adapt content strategy and schedule to each need • Dialogue • Information • Service • Find tools to fit your situation

  16. Questions

  17. INTRODUCING Coca-Cola Journey

  18. 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

  19. Coca-Cola Corporate Website Pre-November 12, 2012 Coca-Cola Journey November 12, 2012 – Present

  20. KEY LEARNINGS • 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

  21. KEY LEARNINGS • Content is kingTell 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

  22. 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

  23. KEY LEARNINGS • Data is your friendTracking 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!

  24. Solo PR Summit Aimee Ertley Senior Director, PR Sage North America

  25. How do you help your clients stand out?

  26. Telling the story…

  27. Achieving Big Co. Results February 20, 2013

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

  29. Three Quick Examples of ‘Big Co’ Programs • Facebook “Timeline Movie Maker” • Coca-Cola “Happiness Machine” • HBO TrueBlood “Immortalize Yourself”

  30. 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

  31. Timeline Movie Maker • Nearly 300,000 Timeline Movies Created • Over 1.8 million Videoviews • Over 70,000 Shares • 1,000,000 Authentications • 57,000+ Likes

  32. The Assignment: Sharing Happiness

  33. 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

  34. Happiness is Scalable US UK US China India Philippines Egypt Brazil Japan

  35. 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?

  36. 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

  37. Common Threads “Small Cos” Can Use • Create One-Of-A-Kind Content • Include Users in the Experience • Let Them Know the Tree Has Fallen

  38. 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

  39. 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

  40. 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

  41. 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

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