Social Media Channel Management

Presented By: Noelle Cantarano, Brand Channel ManagerApril 4, 2013

SOCIAL MEDIA CHANNEL MANAGEMENT

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TOPICS THAT WE WILL COVER TODAY

Sample Deck

AGENDA

• What is Brand Channel Management • Developing a Strategy• Defining & Managing the Channels• Facebook, Twitter, LinkedIn & Instagram • Monitoring & Engaging• Staying Organized • Measuring Success • Appendix • Brand Channel Management Checklist • Social Media Best Practices • Free Social Tools


WHAT IS BRAND CHANNEL MANAGEMENT


BRAND CHANNEL MANAGEMENT

Brand Channel Management allows us to create and distribute content throughout a brand’s social channels that engages the community, fosters relationships, and builds brand loyalty.

• Connect directly in real-time with guests

• Utilize content from brand & UGC (user generated content)

• Build and amplify a consistent brand voice

• Distribute the best content throughout the complete social network

WHAT IT IS


BRAND CHANNEL MANAGEMENTROLES & RESPONSIBILITIES

Community Managers Role & Responsibility:

• Set Up and Manage Profiles

• Listen to the Buzz

• Grow the Network

• Distribute Content

• Join the Conversation

Consistent community management builds efficiency into social media marketing by: listening, creating, engaging, transforming, and growing.


DEVELOPING A STRATEGY


DEVELOPING A STRATEGY WHAT ARE YOUR GOALS?

Ask yourself:

• What are the social goals and objectives?

• Specific, measureable, realistic

• Who is the audience?

• What do you know about them?

• What channels are best?

Before getting started, it’s important to create a defined strategy.


THE FOUR “C’S” OF SOCIAL MEDIA

• Content• Consistency• Customization• Community

No matter what platforms you choose, these four things will keep your strategy moving in the right direction.


DEVELOPING A VOICE

Having a conversational tone in your title and copy allows for natural integration in news feed stories.

Stay aligned with current content and engagement.

Be straightforward about who you are and what you have to offer. Transparency will gain you trust in your brand.The audience loves humor, so make it entertaining.

Who doesn’t love a prize? Consider incentives that will entice users to engage with your brand.

Big, crisp and beautiful. Funny or moving. Share, share share.

Keep It Simple & Fresh

Be Conversational

Be Authentic

Be Entertaining

Include Photos

Add Incentives

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DEFINING & MANAGING THE CHANNELS


The juggling act…


FACEBOOK Facebook is a “Social Hub” that allows for open communication between people and brands with over a billion active users.

Brand Benefits:• Build awareness • Create a persona/ humanize the brand• Customer service and engagement• Targeted advertising

Content Type: Almost anything goes!• News/ Promotions - not too “salesy”• Fun & Engaging • Imagery & Videos• Upcoming Events

Measuring Success:• Growth: Number of fans• Engagement: Post likes, comments,

shares• Reach: number of people who

received impressions of a Page post


TWITTERTwitter connects brands to consumers (over 500 billion users) in real time.

Brand Benefits:• Quickly share information• Customer service • Build relationships with customers, partners and influencers• Monitor trends in real time

Content Type:• Brand news• Brand initiatives/promotions• Amplification of positive content • Engagement Posts

Measuring Success:• Growth: Number of followers• Engagement: Post retweets, favorites, mentions


INSTAGRAMInstagram is a fun and quirky way to show authentic branded experiences with consumers (over 90 million active users) through a series of pictures.

Brand Benefits:• Build awareness• Provide authenticity • Give a voice to fans with user generated content

Content Type: • Real-time, authentic, artistic • Behind-the-scene• UGC

Measuring Success• Growth: Number of followers • Content Engagement: Photo likes and comments


LINKEDIN

Brand Benefits:• Improve reach and influence• Build awareness• Establish brand as industry expert• Connect with prospects, customers, vendor partners and

peers• Drive leads and sales

Content Type: • Brand news • Blog posts • Media coverage/ Relevant industry articles

Measuring Success: • Growth: Number of profile followers• Content engagement: Shares, likes, comments

LinkedIn is the world’s largest professional networking site with over 200 million users in 200 countries


MONITORING & ENGAGING


Go ahead and eavesdrop…


SOCIAL LISTENING & CONTENT MONITORING

Monitoring

• Follow thought leaders

• Create Twitter Lists

• Using a tool set up words & phrases to monitor

• Check in at least 3x daily

Leverage the social space to stay on top of the voice of the consumers through social listening.


ENGAGEMENTBUILDING RELATIONSHIPS

• Don’t just listen — act. Do something.

• Don’t speak at audiences, speak with them

• Offer rewards and resolutions in times of need

• Earn connections through collaboration and empower advocacy

• Give back, reciprocate, and recognize notable contributions from community

• Engage with other relevant brands, influencers, etc.

The true promise of social media lies in the direct connections between the brand and consumers; a place where brands have a voice.


STAYING ORGANIZED


in chaos…


BUILDING A CALENDARORGANIZE IN ADVANCE

A defined plan for posting including day, time platform, copy, assets and notes.• Clear approval process• Outline of assets• Post-level tracking• Reaction flexibility


CREATING A SCHEDULE

Social media can be overwhelming. It’s important to have a schedule that helps you stay consistent.

How to balance out your social media efforts:

• Plan ahead (aka Editorial Calendar)

• 3x a Day Rule

• Facebook & Twitter posts can be scheduled

• Use your checklist

GOAL IS CONSISTENCY


MEASURING SUCCESS


3 PILLARS TO SOCIAL MEDIA MEASUREMENT

INSPIRATION

CREATING RELEVANT CONTENT

DIRECTION

IMPROVED PUBLISHING

SCORE KEEPING

KNOWING WHEN WE ARE WINNING OR LOSING


ANALYZING WHAT MESSAGING WORKED?

Measuring social media metrics is important for understanding the performance of your owned channels.

Important Social Media KPIs:

• Response Rate

• Response Time

• Engagement Rate

• Key Influencer Identification

• User Activity

• Distribution of Fans


APPENDIX


BRAND CHANNEL MANAGEMENT Create content to be distributed through brands social channels that engages the community (consumers/media), fostering relationships that ultimately build loyalty and advocacy to the brand as well as drive positive awareness and perception.

BCM Charter

ChannelsFacebook Twitter LinkedInInstagram

- Foster relationships - Increase loyalty- Build advocacy- Provide best in class

customer service

- Increase awareness of brand

- Drive perception of brand equity and value

- Provide best in class customer service

- Increase brand awareness

- Build advocacy

- Increase brand awareness- Foster relationships - Engage in industry

specific conversations

- Gain user insight

- Post to engage community with simple content that relates the brand to the community’s every day life, wants, and needs.

- Post relevant news benefiting the brand in a way that provokes positive engagement from both media and consumers.

Post to richly display behind the scenes photos that relate to audience and drive positive affinity for the brand.

Post to drive conversation around industry equities, give and gain insights with relevant audiences.

- Products/Services - *News/Deals/

Promotion- Customer Service - Community Manager

Engagement *As appropriate for Facebook audience

- Brand news- Brand

initiatives/promotions

- Amplification of positive content

- Engagement Posts- Customer service

- Compelling imagery- Amplification of

user/influencer generated content

- Brand news- Blog posts

Objective

Posting Strategy

Content


COMMUNITY MANAGER CHECKLIST Daily Review all comments, shares, mentions,

RTs and favorites on Facebook and Twitter Update status on both channels Look for news updates, trending topics and

other sharable content to post to Twitter Interact with 5 or more pages/ Twitter

handles as the brand to build relationships and increase reach

Weekly Review any contests/campaigns or

promotions Review competitors and collaborators with

potential to leverage content Review Insights and add numbers Follow at least 10 new people on Twitter

Review influencers Fan at least 3 new pages on Facebook

Monthly Develop monthly reports Develop monthly content calendar


BEST PRACTICESDO POST ON WEEKENDS Analytics shows that people are more active on social channels on the weekends and engagement peaks.

DO PROACTIVELY REACH OUTUse social media to provide extraordinary service when someone needs assistance – even if it’s simply letting them know you’re available. Remember, everyone is watching you!

DO TAG APPROPRIATE PEOPLE & PLACESCreate synergy between brands by tagging/linking to partners, press, etc.

DO USE HASHTAGSGlobal and regional trending topics are a great way to increase exposure and start conversing. Avoid commenting on hot button topics that may offend your followers.

DO INCLUDE A CALL TO ACTIONAsking your fans and followers to take a specific action (i.e., visit this link) or answer a question yields more engagement– and better results.

DO USE PHOTOSPeople engage more with compelling images, so use them often. But make sure the images don’t seem repetitive.

DO RESPOND Engage with fans and followers on your channels; Both positive and negative comments.


SOCIAL MEDIA KPISMEASURING

• Response Rate: The percentage of user posts or questions that the admin responded to

• Response Time: The average amount of time that it takes for the admin to respond to user posts or questions

• Engagement Rate: The amount of user interactions (Likes, comments and shares) that occur with your Page

• Key Influencer Identification: Identifying the users that most frequently interact with your Page’s content

• User Activity: Identifying the times of days and the days of week in which your users are most engaging most frequently with your Page

• Distribution of Fans: Identifying which countries your Fans are from


FREE SOCIAL MEDIA TOOLS

Monitoring • Hootsuite: http://http://hootsuite.com/• TweetDeck: http://tweetdeck.com/

Analyzing • Facebook Insights: Activated through Facebook page• Twitalyzer: httpp://twitalyzer.com/• Stati.gram: http://statigr.am/

Link Shortened• bit.y: http://bitly.com/

THANK YOUNoelle Cantarano

Brand Channel Manager [email protected]

Social Media Channel Management

Business

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