Everything I know about Social Media I learned as a Bartender
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Talk about Social Media Marketing at Seattle Interactive Conference 2016 by Shannon O'Donald, Sr. Strategist, Crown Social Agency
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Everything I know about Social Media I learned as a Bartender
- 1. Everything I need to know about social media I learned as a bartender Shannon O’Donald, Crown Social @nnjashan
- 4. Social media marketers are the bartenders of brands
- 6. BARTENDERS OF BRANDS Attitude sets the tone of a customers/brand interaction How we serve will impact the customer journey We’re the one crafting the cocktails
- 8. To be excellent social media marketers, we should improve our bartending skills
- 9. SKILLS WE’LL TALK ABOUT TODAY BARTENDER • The bartender attitude • Acing customer service • Crafting cocktails SOCIAL MEDIA MARKETER • Distilling brand values • Action-oriented identities • Crafting experience-centric content
- 10. DISTILLING BRAND VALUES THROUGH SOCIAL MEDIA
- 11. WHAT ARE YOUR BRAND VALUES? What is your mission statement? What principles guide your work? How can you values define your brand’s unique integrity?
- 12. HOW VALUES MANIFEST IN SOCIAL WHAT WE SAY • Creating content WHAT WE DO • Sharing other’s content • Replying to a message • Engaging with another’s post • Responding to current events
- 13. BARTELL DRUGS: WHAT WE SAY
- 14. BARTELL DRUGS: WHAT WE DO
- 16. Literally Everyone “ACTIONS SPEAK LOUDER THAN WORDS”
- 17. LEARN NAMES Use their name Invest in social tools with CRM capabilities
- 18. KEEP TABS ON PEOPLE TROLLS: call the bouncer ENGAGERS: engage SUPERFANS: do something special
- 19. PAY EXTRA ATTENTION TO REGULARS ELEVATE THE EXPERIENCE • Acknowledge them • #LikeforLike • Roll out programs to activate potential super fans
- 21. ANTICIPATE THEIR NEEDS • Situations generate a customer need • How can marketing address that need? • Deliver before they seek it out
- 23. REMEMBER WHY THEY’RE HERE • We get something out of it • It’s an activity • Keep context in mind
- 25. Albert Einstein “Not everything that counts can be counted, and not everything that can be counted counts.”
- 26. CLOSE OUT YOUR TABS Evaluate your actions qualitatively Track your relationships and nurture them Align performance metrics with the custo journey
- 27. Maya Angelou “I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
- 28. THANK YOU!
- 29. SOURCES CITED • Delta Assist • Bartell Drugs • Windows Insider Program • Google Marketing
Editor's Notes
- Hello! Thank you for coming today. I was a little bummed that my sessions was scheduled to compete with the Cannabis session. People were forced to pick their poison. Everything I need to know about social media I learned as a bartender. How many of you, show of hands, have worked in the service industry, as a server or bartender. Great, about half Ok how many of you have ever been to a bar? Great! So we all have the proper background information for understanding this metaphor.
- Everything I need to know about social media I learned as a bartender. How many of you, show of hands, have worked in the service industry, as a server or bartender. Great, about half Ok how many of you have ever been to a bar? Great! So we all have the proper background information for understanding this metaphor.
- Because we get to drink at work :P JK DON’T DRINK AND TWEET Let’s think about what goes into a bar
- There’s a lot that makes up a bar. There’s a developer who had the idea to build the bar. There’s was an architect who designed the bar. A designer who selected furniture and decor. A buyer who chose what beverages to stock, a manager who keeps it running. And then there’s a bartender. And no matter how much money and planning went into every other aspect of the establishment, the entire brand experience is distilled through one individual — the bartender.
- Social media is the only place where a brand can act as a person. When it’s the other way around, it has less of an impact. A flight attendant or customer service rep, I understand that I am interacting with a person who is adhering to a brand, but isn’t themselves the brand.
- So that’s what we’re going to talk about, how we can improve our skills
- FOR EXAMPLE
- Each person can have multiple profiles that they use in vastly different ways
- Create content that is centered around the customer journey Where is it most contextually appropriate to deliver these messages? Where in the customer journey will they be when they are seeing these messages? Often on SM, customers are not at the point of purchase, simply because they are engaged in the activity of being on Instagram Evaluate content success based on where it aligns with the customer journey
- I’m a social media data junkie and I could do a separate presentation on Social Metrics along Our world is becoming more data driven by the minute. More and more we are required to support decisions with data. Education is driven by standardized tests. Companies are searching for ways to optimize through data. I could do a whole separate presentation on social metrics alone. But we are in a unique time. Customer operations and customer service is naturally migrating to social media channels. When service meant a bartender mixing a drink for a patron, that model was easier. One bartender, one customer, and a finite number or drinks per minute. But anyone who has called Comcast customer service can attest that scaling that model and delivering excellent customer service to a multitude of customers is an extremely difficult thing to do.. But if we can differentiate by placing value on this thing that’s difficult to measure, we could beat out our competition by earning the loyalty of the next generation of customers
- Did an action demonstrate a brand value? What will you do next to grow your super fans? See: Impressions, Think: Engagements, Do: Conversions/Clicks Care: Relationship/Loyalty
- I leave you with this On social media, people will forget what we said and did almost instantly. It’s true. Like can you remember the last status you liked was? People will forget faster than almost any other space. So as social media marketers, maybe it’s time we place more value On how we make people feel.
- Delta Assist @DeltaAssist Twitter Bartell Drugs @Bartell Drugs, Twitter & Instagram Windows Insider Program https://blogs.windows.com/windowsexperience/2014/09/30/announcing-windows-10/#EspvH7WFtegjCpxa.97 https://blogs.windows.com/windowsexperience/2014/10/01/join-the-windows-insider-program-and-get-the-windows-10-technical-preview/#LLLg6Z5CsUimmOQK.97 https://www.neowin.net/news/microsoft-says-there-are-now-7-million-windows-insiders Google Marketing https://www.thinkwithgoogle.com