Social Media Brand Management Lissa Duty #SEJSummit

#SEJSummit#Searchmetrics

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Use with

multip

le teams

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• Author of two books

• Love social media

• @LissaDuty & @AdviceGroup

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3Takeaways

Real-Time Brand

Management

The SocialProcess

Reputation Monitoring

& Responses

#SEJSummit#Searchmetrics

REAL-TIME BRAND MANAGEMENT

• Ignoring social media and review sites is brand suicide.

• It takes one unhappy customer that has minimal influence to create a viral social media crisis.

• Abandoned or minimally monitored social media profiles and review sites make for small problems that turn into big issues.

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PLAY-DOH EXTRUDER TOOL

• Waited to long to respond

• Ignored the initial complaints the prior month

• Didn’t want to accept responsibility

• Failure to enforce a social media policy on their Facebook Page until after

Reactive campaign

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Too Little – Too Late

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PROactive Campaign• Created a response

• Drafted potential scenario responses

• Got ahead of the negative complaints

• Created a digital marketing campaign to dominate keywords searches for the phrases (using PPC, tweets, blogs, video and more)

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CheVY Spokesperson AT World Series

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DEFINED SOCIAL PROCESS

• Research the brand and document all the online accounts related to it.

• Work to gain access/claim these accounts. Remove any duplicates.

• Optimize accounts for brand consistency

• Clearly define who can register new acounts

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DEFINED SOCIAL PROCESS

• Create a schedule for monitoring and responding to brand accounts.

• Social media accounts access (Includes site name and link, plus the login and password)

• Who is responsible for monitoring, and how often

• Company expectation regarding employees participation on social media

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ALIGNED MARKETING/SOCIAL

STRATEGY• Defined project goals disseminated to all involved teams

• Marketing team works in conjunction with social

• POC responsible for ensuring marketing objectives are aligned across platforms

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CONSISTENT MESSAGING

• Support responses should match across platforms

• Website FAQs and online answers consistent

• Social and customer service teams need to know what in on the website

• Inconsistent answers are a negative customer experience

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CUSTOMER SERVICE

• Have a response strategy for positive responses and negative feedback

• Escalation procedure with POC name and contact information

• Ignored feedback (positive or negative) can escalate quickly

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MONITORING AND MANAGEMENT TOOLS• Notifications via RSS

• Email alerts (i.e. Social Mention, NutshellMail, Google Alerts)

• Hootsuite, SproutSocial, Buffer

• Make sure account alerts are being emailed to a social media account that is being monitored

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CONTENT SOURCES

• Pre-approved content to share on socials

• 3rd party websites approved for posting on social media

• Keyword searches to identify content for social sharing

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CONTENT SOURCESContent Sites• Alltop• Forbes• Harvard Biz Review• Huffington Post

Content Tools• Klout• Hootsuite• Postplanner• Feedly

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3Takeaways

Real-Time Brand

Management

The SocialProcess

Reputation Monitoring

& Responses

#SEJSummit#Searchmetrics

Twitter @LissaDuty

Linkedin in/lissaduty/en

Google+ +LissaDutySocial