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Lindsay lebresco


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  • Helps you participate
  • Helps you participate
  • - Send out an all-company e-mail asking employees who may be engaging on behalf of the company in social media to make you aware of what they are doing and hold on their activity until a formal policy is created & sent around
  • It’s not enough to create the policy & e-mail it around and check the box- it needs to be rolled out to everyone.
  • Transcript

    • 1. 5 Social Media Things to Keep off Your “Ugh-we-should-have-done-that” List Lindsay Lebresco – Social Media Manager, Lilly Pulitzer
    • 2. 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?
    • 3.
      • Do these
      • things and you can expect to avoid:
      • Community backlash
      • Brand damage
      • Personnel issues
      • Wasted resources
      • Personal shame
      1 2 3 4 5
    • 4. 1
    • 5. Listen Read Follow Watch Use Listen
    • 6. Things to listen for… Community Lexicon
    • 7. Things to listen for… Opportunities to engage with or service customers
    • 8. Things to listen for… Community “Memes”
    • 9. Things to listen for… Community venues
    • 10. TODAY TOMORROW Hate + your brand name
    • 11. 2
    • 12. Set your goals , create your strategy and plan .
    • 13.  
    • 14.
      • 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
    • 15.
      • 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
    • 16. You’ve planned. You know social media will help you meet your goals. You’ve listened . There’s a place for your voice.
    • 17. Ready to dive in? No pressure, but you do know they’ll be watching, right?
    • 18. 3
    • 19. Choose your Social Media team wisely
    • 20. 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?
    • 21. OH HELL YES! WHO CARES Has 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             
    • 22. Identify their responsibilities: report by Jeremiah Owyang of Altimeter Group. Infographic by Voltier Creative
    • 23. 4
    • 24. Create a Social Media Policy
    • 25. PrinciplesPolicies Guidelines
    • 26. Roll it out… New hire info packets Company meetings (BRING PIZZA) Manager sessions
        • Great policy resources:
        • Social Media Business Council
        • Social Media Governance
    • 27. 5
    • 28. Train & develop your team
    • 29. Formal training Continuing education Trade Media reading & circulation Competitor & trade tracking
    • 30. Monthly team meetings Incentivized participation Recognition for achievement
    • 31.