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Social Media Audience and Community Engagement

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My Presentation from Pubcon SFIMA 2016.

Published in: Marketing
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Social Media Audience and Community Engagement

  1. 1. Social & Community Engagement Melissa Fach
  2. 2. Melissa Fach - @SEOAware • Social Community Manager at Pubcon • B.A. Psych, M.A. Mental Health • Consultant • Writer • Twitter Addict • Community Jedi at AuthorityLabs
  3. 3. Company Personality or Persona
  4. 4. Fact: You can’t create and keep brand advocates without consistency.
  5. 5. Keeping Engagement Consistent
  6. 6. To be able to effectively “engage” for the long term there must be strategies and protocols first.
  7. 7. Brand Continuity No matter who is running social the overall feeling company from the company is consistent for customers.
  8. 8. Your Team
  9. 9. Choosing team members • Experience and people skills are critical • People that truly care about people & feelings. • Like-minded individuals with very similar core values. • Team that wants the same things = a strong team.
  10. 10. Your Team • Team feeling. • Support is needed. • Willingness to go the extra mile. • Doing what is best for the brand is #1 priority.
  11. 11. Your Community Team Members Are Your Brand Guardians
  12. 12. Consistency is KEY! • Crisis Management • Complaints • Trolls • User Error • Support / Help • Community Support • Questions • Requests • Suggestions • Billing
  13. 13. Jerk-Weed & Crisis Management Planning
  14. 14. Crisis Management How you handle a crisis will determine whether or not your keep your audience! Brainstorm and plan! Everyone needs to be on the same page!
  15. 15. No Tweets!
  16. 16. Steer them offline!
  17. 17. How to Engage
  18. 18. Be real, be a human...show compassion.
  19. 19. Humor Works!
  20. 20. An image shows effort…(have them ready)
  21. 21. @SEOAware
  22. 22. @SEOAware
  23. 23. @SEOAware
  24. 24. Make people feel an emotion…
  25. 25. KLM Airlines 278,756 Shares 7.3K Comments ----- Who sees the fail? @SEOAware
  26. 26. @SEOAware
  27. 27. Provide something they need or want!
  28. 28. @SEOAware
  29. 29. Tasty met a need… • Was created on August 9 2015. • Videos are very professional As of Feb 15 - 38,556,909 people like this page - 6 months! Compare: • New York Times - 10,727,544 • Marvel - 21,726,876 • Metallica - 37,493,980 As of today 40,512,347
  30. 30. @SEOAware
  31. 31. What does your audience like you for? @SEOAware
  32. 32. 4,565 comments
  33. 33. Some business are hard to market - get creative! @SEOAware
  34. 34. Choose your platforms carefully! • How much customer service do you want to provide via social? • How often will you monitor? • Have plans in place for negativity? • Will you be disputed? • How much time do you have to manage? People LOVE to complain via social media! @SEOAware
  35. 35. 107 negative unanswered comments.
  36. 36. Compare to Twitter @SEOAware
  37. 37. Customer Service via social tips: Validate feelings. • “We understand your frustration” • “We totally understand & appreciate the feedback.” • “Oh no! How can we help?”
  38. 38. Remember these are humans! • Even tough guys have a bad day! • Most of the time the anger isn’t about you! • They deserve a respectful response! • Don’t type until you are calm.
  39. 39. Don’t engage with the trolls, you WILL NOT win!
  40. 40. Angry People
  41. 41. You are being watched! Stay Calm Steer it offline – email or DM. #Respond quickly. If they refuse remember that you are representing a brand. Fill in your team.
  42. 42. Remember, everyone is offended nowadays, social media sharing and discussion is harder than ever.
  43. 43. It is me! Melissa - @SEOAware
  44. 44. Image credits Slides 1. 2. http://www.wallpaperup.com/227105/Darth_Vader_My_Little_Pony_Fluttershy.html 3. http://cdn.pcwallart.com/images/kitten-wallpaper-4.jpg 4. https://toyswillbetoys.files.wordpress.com/2012/11/big.jpeg 5. 6. http://www.superbwallpapers.com/movies/the-incredible-hulk-16885/ 7. http://wallpaperswide.com/iron_man_3___the_generation_of_suits-wallpapers.html 9. http://www.gameforsave.com/wp-content/uploads/2015/07/deadpool.png 10. http://images3.alphacoders.com/451/45159.jpg 11. http://i1.wp.com/bitcast-a-sm.bitgravity.com/slashfilm/wp/wp-content/images/Screen-Shot-2015-07-13-at-11.59.35-AM.png 12. http://fullhdpictures.com/wp-content/uploads/2015/12/Funny-Kitten-Wallpaper.jpg 13. http://www.hdwallpapers.in/loki_in_thor_2-wallpapers.html 14. http://www.superbwallpapers.com/thor/ 15. http://2.bp.blogspot.com/-ciHzTs8NZWw/UPmxR76oojI/AAAAAAAAAHw/73khP1fV-70/s1600/Daryl-Dixon-HD-Wallpaper_Super- Hd.jpg 16. https://twitter.com/VancityReynolds/status/696683103201452032 17. 23. http://img.lum.dolimg.com/v1/images/mustafar-bio-7_df3adc25.jpeg?region=0%2C0%2C1280%2C720 25. http://www.wallpapersxl.com/wallpapers/1920x1080/aaron-paul/353566/aaron-paul-cranston-walter-white-jesse-pinkman- 353566.jpg 33. 34. http://www.hd-wallpapersdownload.com/upload/dog-wallpaper/baby-dogs-pics-cute-wallpaper.jpg 37 38.Cat jacket http://hdwallpaperbackgrounds.net/wp-content/uploads/2015/11/Funny-Cat-Wallpapers-HD.jpg

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