Social Media Brand Management Lissa Duty #SEJSummit
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Transcript of Social Media Brand Management Lissa Duty #SEJSummit
#SEJSummit#Searchmetrics
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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
#SEJSummit#Searchmetrics
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
#SEJSummit#Searchmetrics
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
#SEJSummit#Searchmetrics
3Takeaways
Real-Time Brand
Management
The SocialProcess
Reputation Monitoring
& Responses
#SEJSummit#Searchmetrics
Twitter @LissaDuty
Linkedin in/lissaduty/en
Google+ +LissaDutySocial