The document provides an overview of a discussion featuring experts in social media and customer engagement, including speakers from American Airlines and Yum! Brands. It emphasizes the importance of building authentic relationships with modern customers through social media, highlighting strategies for engagement, reputation management, and insight implementation. The conversation is sponsored by Act-On Software and encourages participation in upcoming events and webinars.

1. Who is the Modern Customer? How Do They
Want You to Talk to Them?
#SMTLive

2. Thanks to Our Sponsor
http://www.act-on.com/

3. Join the Conversation…
#SMTLive

4. #SMTLive
Our Speakers
Paige Musto is director of communications at Act-On Software. In her role she oversees analyst relations, public relations,
social media, and event marketing. She brings 10 years of experience managing communication programs at high
technology companies in the IT Security and SaaS industries. She holds a BA in Communication from the University of
California at Davis, and an MBA from Cal State University, East Bay. @PR_Maven
Stephanie Scott is Social Media Specialist at American Airlines. Stephanie oversees community management and content
strategy for the company’s social channels, including Facebook, Twitter, Google+ and Instagram. Prior to joining American
Airlines, Stephanie was Senior Account Executive at Weber Shandwick and Social Media Manager at Balcom Agency.
Stephanie also founded the Social Media Club of Fort Worth in July 2010 with the goal of bringing together social media
enthusiasts to advance learning. @stephaniescott
Andrew Ashton is an Analyst on The Social Hive Team at Yum! Brands focusing on global social listening and insight
implementation for KFC, Taco Bell and Pizza Hut. The team has trained over 500 associates worldwide on using a
sophisticated social listening tool for a number of use-cases including: reputation management, marketing, consumer
insights and customer service. Further, The Hive provides real-time insights, analysis, engagement opportunities and
content to the brands and other functions. Andrew also serves on the board of Best Buddies of Kentucky as the
Communications Committee Chair. Previously, he was the Communications Manager for a non-profit organization serving
Indiana. Andrew is an Indiana University School of Journalism Alumni. @AndrewLAshton
Paul Dunay, moderator, is an award-winning B2B marketing expert with more than 20 years’ success in generating
demand and creating buzz for leading technology, consumer products, financial services and professional services
organizations. Paul is the author of five “Dummies” books: Facebook Marketing for Dummies (Wiley 2009), Social Media and
the Contact Center for Dummies (Wiley Custom Publishing 2010), Facebook Advertising for Dummies(Wiley
2010), Facebook Marketing for Dummies 2nd Edition (Wiley 2011) and Facebook Marketing for Dummies 3rd Edition (Wiley
2012). @PaulDunay

8. 2013 Social Media Review
4/29/2014 Social Media at American Airlines
Stephanie Scott
Social Media Specialist
@stephaniescott
@americanair
#SMTLive

9. About Me
• Oversee community
management and content
strategy across American
Airlines’ nine social networks
• Worked in social media since
2009 for agencies and
corporation
• Tweet me at @stephaniescott
• #SMTLive
9

10. Our Digital Footprint
American Airlines Social Channels
10

11. Our Team Structure
11
Social Customer Experience Social Customer Engagement
Social Insights

12. 12
Our Social Strategy:
“Build relationships in the spirit of
the new American.”
Define the social customer experience with
authentic conversation, real-time resolution, energy
and inspiration.

13. 13

14. ANDREW ASHTON
SOCIAL MEDIA ANALYST, YUM! BRANDS
GLOBAL REPUTATION MANAGEMENT
MARKETING
CUSTOMER SERVICE
CONSUMER INSIGHTS
• LAUNCHED LAST YEAR
• NETBASE SOCIAL LISTENING
PLATFORM
• 42 LANGUAGES, 120 MARKETS, 500+
USERS AND A REPORT DISTRIBUTION
OF OVER 600 INTERNATIONAL
ASSOCIATES

15. WHO IS THE MODERN CUSTOMER?
HOW DO WE REACH THE MODERN CUSTOMER?
• PRIORITIZED INFLUENCER ENGAGEMENT
• RESPONSIVE AND RESPONSIBLE SOCIAL CUSTOMER SERVICE
• MULTI-LAYERED TEAMS, THINK LOCAL / ACT GLOBAL
• THE RIGHT PIECES, LIVE MAS
• COLLABORATION AND TRANSPARENCY
• TEMPERED EXPECTATIONS BY BRAND/PLATFORM
• RELATE TO THEM SO THAT THEY CAN TRUST YOU

16. HOW DO WE ENGAGE?

17. #SMTLive
Our Speakers
Paige Musto is director of communications at Act-On Software. In her role she oversees analyst relations, public relations,
social media, and event marketing. She brings 10 years of experience managing communication programs at high
technology companies in the IT Security and SaaS industries. She holds a BA in Communication from the University of
California at Davis, and an MBA from Cal State University, East Bay. @PR_Maven
Stephanie Scott is Social Media Specialist at American Airlines. Stephanie oversees community management and content
strategy for the company’s social channels, including Facebook, Twitter, Google+ and Instagram. Prior to joining American
Airlines, Stephanie was Senior Account Executive at Weber Shandwick and Social Media Manager at Balcom Agency.
Stephanie also founded the Social Media Club of Fort Worth in July 2010 with the goal of bringing together social media
enthusiasts to advance learning. @stephaniescott
Andrew Ashton is an Analyst on The Social Hive Team at Yum! Brands focusing on global social listening and insight
implementation for KFC, Taco Bell and Pizza Hut. The team has trained over 500 associates worldwide on using a
sophisticated social listening tool for a number of use-cases including: reputation management, marketing, consumer
insights and customer service. Further, The Hive provides real-time insights, analysis, engagement opportunities and
content to the brands and other functions. Andrew also serves on the board of Best Buddies of Kentucky as the
Communications Committee Chair. Previously, he was the Communications Manager for a non-profit organization serving
Indiana. Andrew is an Indiana University School of Journalism Alumni. @AndrewLAshton
Paul Dunay, moderator, is an award-winning B2B marketing expert with more than 20 years’ success in generating
demand and creating buzz for leading technology, consumer products, financial services and professional services
organizations. Paul is the author of five “Dummies” books: Facebook Marketing for Dummies (Wiley 2009), Social Media and
the Contact Center for Dummies (Wiley Custom Publishing 2010), Facebook Advertising for Dummies(Wiley
2010), Facebook Marketing for Dummies 2nd Edition (Wiley 2011) and Facebook Marketing for Dummies 3rd Edition (Wiley
2012). @PaulDunay

18. Thanks to Our Sponsor
http://www.act-on.com/

20. #SMTLive
Tweet Now For Your Chance to Win a
Free Ticket to The Social Shake-Up!
#SMTlive Audience: Tell us why you want to go
to The Social Shake-Up 2014 to be entered for a
chance to win. Tweet:
“I want to go to #socialshakeup because…”

21. Upcoming Webinars
May 6th
It's All One Big Bucket: Paid, Earned and Owned
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