5Social Media Things to Keep off Your
“Ugh-we-should-have-done-that”
List
Lindsay Lebresco – Social Media Manager, Lilly P...
And we should listen to you because…
• 5 years experience in corporate social
media strategy & execution
• Launched Newell...
Do these
things and you can expect to avoid:
• Community backlash
• Brand damage
• Personnel issues
• Wasted resources
• P...
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
Hate + your brand name
TODAY
TOMORROW
Set your goals, create your
strategyand plan.
• Goal: Build trust & positivity mentions of the
brand
• Strategy: Humanize the brand and have a
“relationship with the pu...
• Goal: Grow consumer database of females
16-28
• Strategy: Engage & acquire consumer group
on Facebook
• Plan: Create a s...
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?
A...
OH HELL YES! WHO CARES
Has been on Facebook since it was
only for college students
Has a bad ass smartphone
Knows what 2 w...
Identify their responsibilities:
report by Jeremiah Owyang of Altimeter Group. Infographic by Voltier Creative
Create a
Social Media
Policy
Principles
Policies
Guidelines
Roll it out…
New hire
info
packets
Company
meetings
(BRING PIZZA)
Manager
sessions
Great policy resources:
Social Media Bu...
Train &
develop
your team
Formal training
Continuing educationTrade Media reading &
circulation
Competitor
& industry news
Monthly team
meetings
Incentivized
participation
Recognition for
achievement
5 things you should do before you dive into Social Media
5 things you should do before you dive into Social Media
5 things you should do before you dive into Social Media
5 things you should do before you dive into Social Media
5 things you should do before you dive into Social Media
5 things you should do before you dive into Social Media
5 things you should do before you dive into Social Media
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5 things you should do before you dive into Social Media

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This was created for/presented at the Social Media Plus conference in November of 2011.

Published in: Business, Technology
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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 of "5 things you should do before you dive into Social Media"

    1. 1. 5Social Media Things to Keep off Your “Ugh-we-should-have-done-that” List Lindsay Lebresco – Social Media Manager, Lilly Pulitzer
    2. 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. 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. 4. Listen Read Follow Watch Use Listen
    5. 5. Things to listen for… Community Lexicon
    6. 6. Things to listen for… Opportunities to engage with or service customers
    7. 7. Things to listen for… Community “Memes”
    8. 8. Things to listen for… Community venues
    9. 9. Hate + your brand name TODAY TOMORROW
    10. 10. Set your goals, create your strategyand plan.
    11. 11. • 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 EXAMPLE
    12. 12. • 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 EXAMPLE
    13. 13. You’ve planned. You know social media will help you meet your goals. You’ve listened. There’s a place for your voice.
    14. 14. Ready to dive in? No pressure, but you do know they’ll be watching, right?
    15. 15. Choose your Social Media team wisely
    16. 16. 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?
    17. 17. 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             
    18. 18. Identify their responsibilities: report by Jeremiah Owyang of Altimeter Group. Infographic by Voltier Creative
    19. 19. Create a Social Media Policy
    20. 20. Principles Policies Guidelines
    21. 21. 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/polici es.php
    22. 22. Train & develop your team
    23. 23. Formal training Continuing educationTrade Media reading & circulation Competitor & industry news
    24. 24. Monthly team meetings Incentivized participation Recognition for achievement

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