Mastering Social Media for Big Brands #SEJThinkTank
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In her presentation for our SEJThinkTank webinar series, Debbie talks about how big brands can create unique campaigns, combine event and social marketing, and handle crisis with ease. Good for brand both big and small!
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Mastering Social Media for Big Brands #SEJThinkTank
- 2. • Search Engine Journal • HyperDisk Marketing • Social Hospitality #SEJThinkTank@TheBigDebowski
- 3. 3TAKEAWAYS How to identify your buyer persona How to handle customer service issues on social media How to create a unique social media campaign #SEJThinkTank@TheBigDebowski
- 4. 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. #SEJThinkTank@TheBigDebowski
- 5. 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 #SEJThinkTank@TheBigDebowski
- 6. TOOLS FOR IDENTIFYING PERSONAS #SEJThinkTank • MakeMyPersona.com • UpCloseandPersona.com • UsersBox.com • Site- Seeker.com/target/person as/ @TheBigDebowski
- 7. CASE STUDY: FOUR SEASONS #SEJThinkTank@TheBigDebowski
- 8. CASE STUDY: FOUR SEASONS #SEJThinkTank@TheBigDebowski
- 9. CASE STUDY: FOUR SEASONS #SEJThinkTank@TheBigDebowski
- 10. CASE STUDY: FOUR SEASONS #SEJThinkTank@TheBigDebowski
- 11. CASE STUDY: FOUR SEASONS #SEJThinkTank@TheBigDebowski
- 12. CASE STUDY: FOUR SEASONS #SEJThinkTank@TheBigDebowski
- 13. CASE STUDY: TACO BELL #SEJThinkTank@TheBigDebowski
- 14. POLL #SEJThinkTank@TheBigDebowski Have you done research on your target audience? Yes No Yes, but not in an official capacity
- 16. SOCIAL MEDIA CASE STUDIES USAA Interactive Installation At Army-Navy Game MVP Interactive created an on-site interactive experience for the 115th USAAArmy-Navy Game at M&T Bank Stadium • Green screen photo stations • Football-themed background • Social media sharing stations • Images projected on a large LED streaming social wall #SEJThinkTank@TheBigDebowski
- 17. Results: • Over 1,500 photos taken • Engagement times with campaign elements 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 #SEJThinkTank@TheBigDebowski
- 18. SOCIAL MEDIA CASE STUDIES #SEJThinkTank@TheBigDebowski
- 19. 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 #SEJThinkTank@TheBigDebowski
- 20. 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 #SEJThinkTank@TheBigDebowski
- 21. SOCIAL MEDIA CASE STUDIES #SEJThinkTank@TheBigDebowski
- 23. 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 #SEJThinkTank@TheBigDebowski
- 24. CASE STUDY: XFINITY Two weeks? Personalized response #SEJThinkTank@TheBigDebowski
- 25. CASE STUDY: MCDONALDS Slow response time Link to explanation #SEJThinkTank@TheBigDebowski
- 26. CASE STUDY: AMY’S BAKING CO. Criticizing fanbase They are NOT freaking out… in all caps… dropping F bombs Vulgarity #SEJThinkTank@TheBigDebowski
- 28. POLL #SEJThinkTank@TheBigDebowski Do you have a plan in place for handling a social media crisis? Yes No No, but I plan to now
- 29. CONCLUSION How to identify your buyer persona How to handle customer service issues on social media How to create a unique social media campaign #SEJThinkTank@TheBigDebowski