5 Social Media Things to Keep off Your “Ugh-we-should-have-done-that” List Lindsay Lebresco – Social Media Manager, Lilly Pulitzer
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?
things and you can expect to avoid:
1 2 3 4 5
Listen Read Follow Watch Use Listen
Things to listen for… Community Lexicon
Things to listen for… Opportunities to engage with or service customers
Things to listen for… Community “Memes”
Things to listen for… Community venues
TODAY TOMORROW Hate + your brand name
Set your goals , create your strategy and plan .
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
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
You’ve planned. You know social media will help you meet your goals. You’ve listened . There’s a place for your voice.
Ready to dive in? No pressure, but you do know they’ll be watching, right?
Choose your Social Media team wisely
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?
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
Identify their responsibilities: report by Jeremiah Owyang of Altimeter Group. Infographic by Voltier Creative
Create a Social Media Policy
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
Train & develop your team
Formal training Continuing education Trade Media reading & circulation Competitor & trade tracking
Monthly team meetings Incentivized participation Recognition for achievement