Social Media Channel Management

SOCIAL MEDIA CHANNEL MANAGEMENT
Presented By: Noelle Cantarano, Brand Channel Manager
April 4, 2013

Sample Deck

AGENDA
TOPICS THAT WE WILL COVER TODAY

• What is Brand Channel Management
• Developing a Strategy
• Defining & Managing the Channels
• Facebook, Twitter, LinkedIn & Instagram

• Monitoring & Engaging
• Staying Organized
• Measuring Success
• Appendix
• Brand Channel Management Checklist
• Social Media Best Practices
• Free Social Tools

Confidential: Do not distribute
All images and content are for proof only
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BIG FUEL FROM CONTENT TO COMMERCETM

WHAT IS BRAND CHANNEL
MANAGEMENT

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BRAND CHANNEL MANAGEMENT
WHAT IT IS

Brand Channel Management allows us to create and distribute content throughout a
brand’s social channels that engages the community, fosters relationships, and builds
brand loyalty.

• Connect directly in real-time with guests

• Utilize content from brand & UGC (user generated content)

• Build and amplify a consistent brand voice

• Distribute the best content throughout the complete social network

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ROLES & RESPONSIBILITIES

Consistent community management builds efficiency into social media
marketing by: listening, creating, engaging, transforming, and growing.

Community Managers Role & Responsibility:

• Set Up and Manage Profiles

• Listen to the Buzz

• Grow the Network

• Distribute Content

• Join the Conversation

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DEVELOPING A STRATEGY

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DEVELOPING A STRATEGY
WHAT ARE YOUR GOALS?

Before getting started, it’s important to create a defined strategy.

Ask yourself:

• What are the social goals and objectives?

• Specific, measureable, realistic

• Who is the audience?

• What do you know about them?

• What channels are best?

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THE FOUR ―C’S‖ OF SOCIAL MEDIA

No matter what platforms you choose, these four things will keep your
strategy moving in the right direction.

• Content

• Consistency

• Customization

• Community

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DEVELOPING A VOICE

1 Keep It Simple & Fresh Stay aligned with current content and engagement.

Having a conversational tone in your title and copy allows
2 Be Conversational
for natural integration in news feed stories.

3 Be Authentic Be straightforward about who you are and what you
have to offer. Transparency will gain you trust in your
brand.
4 Be Entertaining The audience loves humor, so make it entertaining.

5 Include Photos Big, crisp and beautiful. Funny or moving. Share, share
share.

Add Incentives Who doesn’t love a prize? Consider incentives that will
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entice users to engage with your brand.

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DEFINING & MANAGING THE CHANNELS

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The juggling act…

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FACEBOOK
Facebook is a ―Social Hub‖ that allows for open communication between people and
brands with over a billion active users.

Brand Benefits:
• Build awareness
• Create a persona/ humanize the brand
• Customer service and engagement
• Targeted advertising

Content Type: Almost anything goes! Measuring Success:
• News/ Promotions - not too ―salesy‖ • Growth: Number of fans
• Fun & Engaging • Engagement: Post likes, comments,
shares
• Imagery & Videos
• Reach: number of people who received
• Upcoming Events
impressions of a Page post

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TWITTER
Twitter connects brands to consumers (over 500 billion users) in real time.

Brand Benefits:
• Quickly share information
• Customer service
• Build relationships with customers, partners and influencers
• Monitor trends in real time

Content Type:
• Brand news
• Brand initiatives/promotions
• Amplification of positive content
• Engagement Posts

Measuring Success:
• Growth: Number of followers
• Engagement: Post retweets, favorites, mentions

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INSTAGRAM

Instagram is a fun and quirky way to show authentic branded experiences with consumers
(over 90 million active users) through a series of pictures.

Brand Benefits:
• Build awareness
• Provide authenticity
• Give a voice to fans with user generated content

Content Type:
• Real-time, authentic, artistic
• Behind-the-scene
• UGC

Measuring Success
• Growth: Number of followers
• Content Engagement: Photo likes and comments

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LINKEDIN

LinkedIn is the world’s largest professional networking site with over 200 million users in
200 countries

Brand Benefits:
• Improve reach and influence
• Build awareness
• Establish brand as industry expert
• Connect with prospects, customers, vendor partners and peers
• Drive leads and sales

Content Type:
• Brand news
• Blog posts
• Media coverage/ Relevant industry articles

Measuring Success:
• Growth: Number of profile followers
• Content engagement: Shares, likes, comments
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MONITORING & ENGAGING

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Go ahead and eavesdrop…

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SOCIAL LISTENING & CONTENT MONITORING

Leverage the social space to stay on top of the voice of the consumers through social
listening.

Monitoring

• Follow thought leaders

• Create Twitter Lists

• Using a tool set up words &
phrases to monitor

• Check in at least 3x daily

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ENGAGEMENT
BUILDING RELATIONSHIPS

The true promise of social media lies in the direct connections between the
brand and consumers; a place where brands have a voice.

• Don’t just listen — act. Do something.

• Don’t speak at audiences, speak with them

• Offer rewards and resolutions in times of need

• Earn connections through collaboration and empower advocacy

• Give back, reciprocate, and recognize notable contributions from community

• Engage with other relevant brands, influencers, etc.

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STAYING ORGANIZED

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in chaos…

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BUILDING A CALENDAR
ORGANIZE IN ADVANCE

A defined plan for posting including day, time platform, copy, assets and notes.
• Clear approval process
• Outline of assets
• Post-level tracking
• Reaction flexibility

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CREATING A SCHEDULE
GOAL IS CONSISTENCY

Social media can be overwhelming. It’s
important to have a schedule that helps
you stay consistent.

How to balance out your social media
efforts:

• Plan ahead (aka Editorial Calendar)

• 3x a Day Rule

• Facebook & Twitter posts can be
scheduled

• Use your checklist

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MEASURING SUCCESS

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3 PILLARS TO SOCIAL MEDIA MEASUREMENT

INSPIRATION DIRECTION SCORE KEEPING

CREATING RELEVANT IMPROVED PUBLISHING KNOWING WHEN WE ARE
CONTENT WINNING OR LOSING

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ANALYZING
WHAT MESSAGING WORKED?

Measuring social media metrics is important for understanding the performance of your
owned channels.

Important Social Media KPIs:

• Response Rate

• Response Time

• Engagement Rate

• Key Influencer Identification

• User Activity

• Distribution of Fans

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APPENDIX

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Create content to be distributed through brands social channels that engages
BCM the community (consumers/media), fostering relationships that ultimately
Charter build loyalty and advocacy to the brand as well as drive positive awareness
and perception.

Channels
Facebook Twitter Instagram LinkedIn
- Foster relationships - Increase awareness of - Increase brand - Increase brand
- Increase loyalty brand awareness awareness
Objectiv - Build advocacy - Drive perception of - Build advocacy - Foster relationships
- Provide best in class brand equity and value - Engage in industry
e customer service - Provide best in class specific conversations
customer service - Gain user insight

- Post to engage - Post relevant news Post to richly display Post to drive conversation
community with simple benefiting the brand in behind the scenes photos around industry equities,
Posting content that relates the a way that provokes that relate to audience give and gain insights
Strategy brand to the
community’s every day
positive engagement
from both media and
and drive positive affinity
for the brand.
with relevant audiences.

life, wants, and needs. consumers.

- Products/Services - Brand news - Compelling imagery - Brand news
- *News/Deals/Promotion - Brand - Amplification of - Blog posts
- Customer Service initiatives/promotions user/influencer
- Community Manager - Amplification of positive generated content
Content Engagement content
*As appropriate for - Engagement Posts
Facebook audience - Customer service

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COMMUNITY MANAGER CHECKLIST
Daily
 Review all comments, shares, mentions, RTs and
favorites on Facebook and Twitter
 Update status on both channels
 Look for news updates, trending topics and other
sharable content to post to Twitter
 Interact with 5 or more pages/ Twitter handles as
the brand to build relationships and increase
reach

Weekly
 Review any contests/campaigns or promotions
 Review competitors and collaborators with
potential to leverage content
 Review Insights and add numbers
 Follow at least 10 new people on Twitter
Review influencers
 Fan at least 3 new pages on Facebook

Monthly
 Develop monthly reports
 Develop monthly content calendar
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BEST PRACTICES
DO POST ON WEEKENDS
Analytics shows that people are more active on social channels
on the weekends and engagement peaks.

DO PROACTIVELY REACH OUT
Use social media to provide extraordinary service when someone
needs assistance – even if it’s simply letting them know you’re
available. Remember, everyone is watching you!

DO TAG APPROPRIATE PEOPLE & PLACES
Create synergy between brands by tagging/linking to partners,
press, etc.

DO USE HASHTAGS
Global and regional trending topics are a great way to increase
exposure and start conversing. Avoid commenting on hot button
topics that may offend your followers.

DO INCLUDE A CALL TO ACTION
Asking your fans and followers to take a specific action (i.e., visit
this link) or answer a question yields more engagement– and
better results.

DO USE PHOTOS
People engage more with compelling images, so use them often.
But make sure the images don’t seem repetitive.

DO RESPOND
Engage with fans and followers on your channels; Both positive
and negative comments.

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SOCIAL MEDIA KPIS
MEASURING

• Response Rate: The percentage of user posts or questions that the admin
responded to

• Response Time: The average amount of time that it takes for the admin to respond to
user posts or questions

• Engagement Rate: The amount of user interactions (Likes, comments and shares) that
occur with your Page

• Key Influencer Identification: Identifying the users that most frequently interact with your
Page’s content

• User Activity: Identifying the times of days and the days of week in which your users are
most engaging most frequently with your Page

• Distribution of Fans: Identifying which countries your Fans are from

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FREE SOCIAL MEDIA TOOLS

Monitoring
• Hootsuite: http://http://hootsuite.com/
• TweetDeck: http://tweetdeck.com/

Analyzing
• Facebook Insights: Activated through Facebook page
• Twitalyzer: httpp://twitalyzer.com/
• Stati.gram: http://statigr.am/

Link Shortened
• bit.y: http://bitly.com/

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THANK YOU
Noelle Cantarano
Brand Channel Manager
noelle.cantarano@bigfuel.com

Social Media Channel Management

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