Bringing your social media strategy to life
Michele Wingate, social media manager
@michelewingate
Why use social media?







Recruitment, stewardship
Relationship building
Storytelling
Transparency
Get feedback
C...
Extend your reach

Source: M+R and NTEN

@michelewingate
Increase donations

Source: MDG Advertising
@michelewingate
GivingTuesday.org

@michelewingate
What do you need for a successful social
media program?
 A plan linking social media to
mission and programs.
 Selected ...
Your social media goals






Humanize your brand.
Increase awareness.
Generate engagement.
Drive action.
What else?
...
We protect dreams

@michelewingate
Our social media strategy
Building and maintaining long-term relationships with
customers and prospects engaging them with...
Strong stories spur action

Source: Waggener Edstrom

@michelewingate
Strong stories spur action

Source: Waggener Edstrom

@michelewingate
Celebrate

@michelewingate
Celebrate

@michelewingate
Protect

@michelewingate
Protect

@michelewingate
Inspire

PTAT
1048

@michelewingate
Be relevant

PTAT
2,034
@michelewingate
#fighthunger

@michelewingate
People connected with the story

@michelewingate
Twitter influencers shared our story

Impressions:
302,011

Impressions:
1,605,703

@michelewingate
Customer email

900,000 sent
22% open rate
+9,000 new likes

@michelewingate
Social media community responded

Love. Proud. First-class. Wonderful. Thank you.
@michelewingate
Highest. Engagement. Ever.

53%
engagement

@michelewingate
#30daysofthanks

59%
engagement

@michelewingate
Tw i t t e r

@michelewingate
Who do I follow?
 Volunteers
 Donors
 Local leaders
 Local media
 Other non-profits

@michelewingate
What do I tweet?

Source: Mark
@michelewingate
What do I tweet?









Add your voice to larger
conversations.
Find + organize relevant
content.
Find people to ...
Got any Twitter best practices?
 Have conversations.
 Respond to @ mentions.
 Follow back.
 Tweet regularly.
 Provide...
Got any Twitter best practices?

 Auto DM.
 Cross-post to other social
networks.
 Protect your tweets.
 Automate every...
Favorite tools: Hootsuite

@michelewingate
Favorite tools: Twitter lists

@michelewingate
Thank you!
Michele Wingate
mwingate@amfam.com

@michelewingate
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Bringing your social media strategy to life

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Bringing Your Social Media Strategy to Life
Presenter: Michele Martinez Wingate, social media manager, American Family Insurance
This presentation was delivered at MadSkillz 2013 on Friday, Oct. 11, 2013.
Michele will discuss the organization’s overall brand strategy and how the social media strategy supports that brand. She’ll focus on how owned, earned and paid media all work together to support social media efforts with (1) strong content that connects fans to the brand, (2) social causes, (3) assessing and testing new social media channels, and (4) handling negative customer feedback.

Published in: Technology, Business
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Bringing your social media strategy to life

  1. 1. Bringing your social media strategy to life Michele Wingate, social media manager @michelewingate
  2. 2. Why use social media?       Recruitment, stewardship Relationship building Storytelling Transparency Get feedback Cost effective @michelewingate
  3. 3. Extend your reach Source: M+R and NTEN @michelewingate
  4. 4. Increase donations Source: MDG Advertising @michelewingate
  5. 5. GivingTuesday.org @michelewingate
  6. 6. What do you need for a successful social media program?  A plan linking social media to mission and programs.  Selected social media platforms.  Organizational commitment to social media.  Skills to do it.  Willingness to listen, learn and adapt.  Measurement and evaluation plan.  Ability to take small successes and build on success. @michelewingate
  7. 7. Your social media goals      Humanize your brand. Increase awareness. Generate engagement. Drive action. What else? @michelewingate
  8. 8. We protect dreams @michelewingate
  9. 9. Our social media strategy Building and maintaining long-term relationships with customers and prospects engaging them with the brand.  We’re a branded house.  Messaging: Celebrating, inspiring and protecting dreams.  Lead with owned, grow with paid.  Mobile-optimized in all efforts.  Continue leading the way. @michelewingate
  10. 10. Strong stories spur action Source: Waggener Edstrom @michelewingate
  11. 11. Strong stories spur action Source: Waggener Edstrom @michelewingate
  12. 12. Celebrate @michelewingate
  13. 13. Celebrate @michelewingate
  14. 14. Protect @michelewingate
  15. 15. Protect @michelewingate
  16. 16. Inspire PTAT 1048 @michelewingate
  17. 17. Be relevant PTAT 2,034 @michelewingate
  18. 18. #fighthunger @michelewingate
  19. 19. People connected with the story @michelewingate
  20. 20. Twitter influencers shared our story Impressions: 302,011 Impressions: 1,605,703 @michelewingate
  21. 21. Customer email 900,000 sent 22% open rate +9,000 new likes @michelewingate
  22. 22. Social media community responded Love. Proud. First-class. Wonderful. Thank you. @michelewingate
  23. 23. Highest. Engagement. Ever. 53% engagement @michelewingate
  24. 24. #30daysofthanks 59% engagement @michelewingate
  25. 25. Tw i t t e r @michelewingate
  26. 26. Who do I follow?  Volunteers  Donors  Local leaders  Local media  Other non-profits @michelewingate
  27. 27. What do I tweet? Source: Mark @michelewingate
  28. 28. What do I tweet?        Add your voice to larger conversations. Find + organize relevant content. Find people to follow. Start conversations. #donate #volunteer #madison @michelewingate
  29. 29. Got any Twitter best practices?  Have conversations.  Respond to @ mentions.  Follow back.  Tweet regularly.  Provide value through thought leadership.  Use publishing tools to simplify your life. @michelewingate
  30. 30. Got any Twitter best practices?  Auto DM.  Cross-post to other social networks.  Protect your tweets.  Automate everything.  Ignore negative feedback.  Buy followers. @michelewingate
  31. 31. Favorite tools: Hootsuite @michelewingate
  32. 32. Favorite tools: Twitter lists @michelewingate
  33. 33. Thank you! Michele Wingate mwingate@amfam.com @michelewingate
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