SEJ Summit 2015: Mastering Social Media for Big Brands by Debbie Miller

#SEJSummit #Searchmetrics

• Search Engine Journal

• HyperDisk Marketing

• Social Hospitality

#SEJSummit #Searchmetrics

3TAKEAWAYS

How to identify your buyer

personaHow to handle customer

service issues on social

media

How to create a unique

social media campaign

#SEJSummit #Searchmetrics

What is a persona? The Buyer Persona Manifesto defines a persona as “an archetype,

a composite picture of the real people who buy, or might buy, products like the ones you

sell.”

Simply put, they are your ideal customer.

#SEJSummit #Searchmetrics

IDENTIFYING PERSONAS

Why do you need online personas? There are

several reasons why having clearly defined

online personas are important.

1. Greater Understanding

2. Improved Messaging

3. Better Insight

#SEJSummit #Searchmetrics

CASE STUDY: FOUR SEASONS

#SEJSummit #Searchmetrics

CASE STUDY: FOUR SEASONS

#SEJSummit #Searchmetrics

CASE STUDY: FOUR SEASONS

#SEJSummit #Searchmetrics

CASE STUDY: TACO BELL

#SEJSummit #Searchmetrics

#SEJSummit #Searchmetrics

SOCIAL MEDIA CASE STUDIESUSAA Interactive Installation At Army-Navy Game

MVP Interactive created an on-site interactive experience for the 115th USAA Army-Navy Game at

M&T Bank Stadium

• Green photo stations

• Football-themed background

• Social media sharing stations

• Images projected on a large LED

streaming social wall

#SEJSummit #Searchmetrics

Results:

• Over 1,500 photos taken

• Engagement times with campaign element

ranged from 45 to 110 seconds

• 2,000 emails were sent

• 7,000 people viewed the promotions

• 67,418 social impressions were generated

SOCIAL MEDIA CASE STUDIES

#SEJSummit #Searchmetrics

AT&T Be the Fan

• AT&T launched a season-long #BeTheFan

campaign starring Modern Family star Eric Stonestreet.

• As ‘Coach,’ Stonestreet issued weekly gameday challenges

to fans that they could respond to by uploading social

media content on Twitter, Vine & Instagram with

the #BeTheFan hashtag.

• The challenges and winning fan photos were featured

at ATTBeTheFan.com.

SOCIAL MEDIA CASE STUDIES

#SEJSummit #Searchmetrics

AT&T Be the Fan

Results:

• 80%-plus higher engagement rate on Twitter

• 400% increase in sweepstakes entries over the past year

• Social conversations were up 271% over the previous period

• 200 million consumers engaged in the program across all of the

social networks

SOCIAL MEDIA CASE STUDIES

#SEJSummit #Searchmetrics

#SEJSummit #Searchmetrics

HOW TO HANDLE A SOCIAL MEDIA CRISIS

Three types of crises:

1. Customer service issues

2. You screwed up

3. You’re being shady

What to do:

• Take responsibility

• Respond and clarify in a timely manner

• Consider the best platforms

#SEJSummit #Searchmetrics

CASE STUDY: XFINITY

Two weeks?

Personalized response

#SEJSummit #Searchmetrics

CASE STUDY: MCDONALDS

Slow response time

Link to explanation

#SEJSummit #Searchmetrics

CASE STUDY: AMY’S BAKING CO.

Criticizing fanbase

They are NOT freaking out… in all caps… dropping F bombs

Vulgarity

#SEJSummit #Searchmetrics

#SEJSummit #Searchmetrics

CONCLUSION

How to identify your buyer

personaHow to handle customer

service issues on social

media

How to create a unique

social media campaign

#SEJSummit #Searchmetrics

Debbie Miller [email protected]

(949) 371-6091

/in/DebbieMiller53

@TheBigDebowski

+DebbieMillerOC

/TheDebMiller

#SEJSummit #Searchmetrics