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How to lead a social media engagement strategy, presented by Christi McNeill

In her presentation, Southwest Airlines' Social and Public Relations Lead, Christi McNeill, teaches a class on building a scalable, effective plan to engage customers, fans, and critics in social conversations.

She explains the eight steps for engagement and how other brands can apply them to their own social engagement strategy.

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How to lead a social media engagement strategy, presented by Christi McNeill

  1. 1. How to lead a social media engagement strategy CHRISTI MCNEILL SOUTHWEST AIRLINES DECEMBER 9–11, 2013 ORLANDO SOCIALMEDIA.ORG/SUMMIT
  2. 2. Social Engagement Strategy Presented by: Christi McNeill December 2013 1
  3. 3. 8 Steps for Engagement 1. 2. 3. 4. 5. 6. 7. 8. Define Your Business Objectives Find Your Voice Hire the Right People Understand Your Audience Understand Your Competition Research Laws/Policies Plan for Crisis Be Yourself and HAVE FUN!
  4. 4. Define Your Business Objectives • What are you trying to achieve with social? – Customer Service? – Sales? – Brand Management/Crisis • How can your conversations/engagements with fan achieve this?
  5. 5. Find Your Voice • • • • What is the tone? What is your Company Culture? How do you communicate on other channels? What do your Customers expect?
  6. 6. Hire the right people, and get out of their way • Start small • Find internal cheerleaders that understand your company/policies: – Ability to influence decision makers internally – Can educate Leadership • Equip your Community managers to be spokespeople – would you trust them to speak to the NY Times (media training is a must). • Must be: good writers, ability to manage multiple projects/deadlines, internal evangelists, works well in a collaborative environment, ability to operate with a “filter”
  7. 7. Understand Your Audience • Listen and research • Understand what folks are talking about across the web, before you engage – what’s the conversation? Make sure you fit in. • What are the pain points? What are people saying about your company? • List of words not to use: Kick off, bomb, etc. • Keep records – connect to CRM, use software that allows for diligent record keeping.
  8. 8. Understand Your Competition • What’s working for them? • How are they innovating, changing conversations? • Understand your share of voice, keeps “hot” issues in perspective.
  9. 9. Understand the Policy/Law • Heavily regulated industries: financial, healthcare, transportation • Understand and train your community managers on what is allowed, what’s not. • Accident/incident or fare sale regulations • Employee Social Media policy development/execution.
  10. 10. Develop Crisis Plans • Brainstorm EVERYTHING that could go wrong with your company (or industry) and create a plan for how to address. • Social will drive the conversation, news coverage, and perception of your company so make sure you’ve prepped ahead of time. • Everything should be approved and agreed upon ahead of time.
  11. 11. Be Yourself! Have FUN! • Add personality and have FUN!
  12. 12. Learn more about past and upcoming events SOCIALMEDIA.ORG/EVENTS DECEMBER 9–11, 2013 ORLANDO SOCIALMEDIA.ORG/SUMMIT