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Social success using agency & in-house talent

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Presentation delivered at Digital Atlanta 2011, highlighting the success of SunTrust in social media marketing by using a collaborative approach between agency and in-house staff.

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Social success using agency & in-house talent

  1. 1. Can’t We All Just Get Along? Social Media Success Through In House & Out of House TalentBianca Buckridee Candace McCafferyAVP, Social Media Engagement SVP, Director of Social Media & Interactive ServicesSunTrust Cookerly Public Relations@blatantlybianca @candacemcc
  2. 2. The Debate
  3. 3. The Reality Who “Owns” the Brand?  Social Media Belongs to the Audience  Collaboration, not Competition
  4. 4. The Reality:Social Media Takes Time & Resources  70% of Brands Don’t respond to Customer Complaints on Twitter  95% of Facebook Wall Posts Not Answered by Brands
  5. 5. The Reality:Social Success takes Multiple Departments  Customer Service  PR/Marketing/Agency  Consumers Expect To Be  Social Media is Earned Served Media  Brand Representatives are  Social Media Are News the Experts Channels  LOBs/In-House  Content a Core Skill of PR  Social Media Reaches  Can Provide Efficiencies, Potential/Current Customers Consistency  Expertise on Information
  6. 6. The SunTrust Model Keys to Successful Collaboration
  7. 7. Strategy First, Tactics Follow
  8. 8. Dialogue Information Service • SunTrust Facebook • AskSunTrust Twitter• Live Solid Facebook • SunTrust Twitter • SunTrust Facebook• Live Solid Twitter • Bank Statements Blog • Bank Statements Blog Channels that Meet Audience Needs
  9. 9. Live Solid Facebook
  10. 10. Live Solid Facebook Daily discussion topics and posts fueled by the brand average 80,000+ impressions/day “Tip of the Day” garner highest engagement Fans have shared that they like the simple, actionable advice the tips provide
  11. 11. SunTrustEnters theConversation
  12. 12. Dialogue & Information Roles Agency  SunTrust  Editorial Calendar  Content Editing  Content Development  Information/Expert  Contest Creation Resource  Daily Posting  Direct Client Response  Cross-Platform Marketing  Listening  Listening
  13. 13. Service & Information:SunTrust Facebook
  14. 14. Service: @AskSunTrust
  15. 15. Service Roles InHouse Leads  Agency  Listening  Counsel As Needed  Identify Issues  Messaging & Content  Direct Response & Support Resolution  Listening
  16. 16. Collaboration Model Third Party System for Team Collaboration Communication, Communication, Communication
  17. 17. What Works & ………..What Doesn’t Approach  Approach  Decide Who You Want to Be  Robotic Responses  Retreating When Under Attack Conversation  Know When to Join  Conversation  Know When to Escalate  Ignoring Feedback  Know When to Ignore  Ignoring Immediate Issues  Establish Guidelines  Response Strategy Response Strategy  Taking Comments Personally  Map Scenarios  Not Having a Plan  Align Stakeholders
  18. 18. Keys to Success Lead based on channel use, interactions Adapt content strategy and schedule to each need  Dialogue  Information  Service Find tools to fit your situation
  19. 19. Questions candace@cookerly.comBianca.buckridee@suntrust.com

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