Lindsay lebresco
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20-Oct-2014 -
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5 Social Media Things to Keep off Your “Ugh-we-should-have-done-that”
ListLindsay Lebresco – Social Media Manager, Lilly Pulitzer
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And we should listen to you because…• 5 years experience in corporate
social media strategy & execution
• Launched Newell Rubbermaid SM & led management through change including policy creation & roll out
• Background in crisis management & SM in regulated industries
• I keep being invited back to speak.
Because I’m adventurous?
Because I met this guy once?
‘Cause my kids are super cute?
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Do these things and you can expect to avoid:•Community backlash•Brand damage•Personnel issues•Wasted resources•Personal shame
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Listen ReadFollowWatchUse
Listen
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Things to listen for…
Community Lexicon
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Things to listen for…
Opportunities to engage with or service customers
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Things to listen for…
Community “Memes”
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Things to listen for…
Community venues
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Hate + your brand name
TODAY
TOMORROW
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Set your goals, create your
strategy and plan.
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•Goal: Build trust & positivity mentions of the brand•Strategy: Humanize the brand and have a “relationship with the public.” •Plan: Create a parenting blog, participate in community as parents first, then employees. •Result: Positive online brand mentions rose from 68% positive to 85%; Graco named as Top 10 Big Brands doing social media in 2009
EXAMPLE
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• Goal: Grow consumer database of females 16-28
• Strategy: Engage & acquire consumer group on Facebook
• Plan: Create a sorority contest where consumers can vote for their sorority to win a custom print
• Result: Acquired 115,000 fans in 2 weeks, 30% growth in 18-24 age bracket
EXAMPLE
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You’ve planned.
You know social
media will help you
meet your goals.
You’ve listened.
There’s a place for
your voice.
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Ready to dive in?
No pressure, but you do know
they’ll be watching, right?
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Choose your Social
Media team
wisely
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Is this person relatable to my target audience?
Ask these questions:
Are they authentic & trustworthy?
How about likable?
Are they passionate about your business?
Are they natural users of social media?
How well do they know your brand & products?Are they committed to having a
conversation?
Can they rally?
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OH HELL YES! WHO CARESHas been on Facebook since it was only for college students
Has a bad ass smartphone
Knows what 2 words comprise the term “blog”
Follows Conan O'Brien on Twitter
Helped their uncle start a Facebook page for his pest control company
They’re younger than you… and much “hipper”
Can text 100 words a minute
Mulit-tasker & solid project management skills
Seeks out new opportunities in social & stays on top of what’s happening in the industry
Experience in using social media platforms personally; ideally has used it for business
Team player and is comfortable working cross-functionally
Has a background in communications & has good writing skills
Strategic thinker but tactical executer
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Identify their responsibilities:
report by Jeremiah Owyang of Altimeter Group. Infographic by Voltier Creative
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Create a Social Media
Policy
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PrinciplesPolicies Guidelines
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Roll it out…
New hire info
packets
Company meetings
(BRING PIZZA)
Manager
sessions
Great policy resources:Social Media Business Council http://www.socialmedia.org/disclosure/ Social Media Governance http://socialmediagovernance.com/policies.php
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Train & develop
your team
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Formal training
Continuing education
Trade Media reading & circulation
Competitor & trade tracking
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Monthly team meetings
Incentivized participation
Recognition for achievement
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