Social Media Week 2011 The Inner Workings: Social Media Success Through Coordinated Staffing #smwnypl2
The Panel <ul><li>Johannes Neuer, eCommunications Manager, The New York Public Library </li></ul><ul><li>Mary Buckley, Ass...
Johannes Neuer (@johannesneuer), eCommunications Manager The New York Public Library (@nypl) <ul><li>Make @nypl a discover...
Mary Buckley (@mkbuck), Associate Manager of Advertising and Promotions Pamela Cortland (@pamml), Associate Marketing Mana...
Mary Buckley (@mkbuck), Associate Manager of Advertising and Promotions Pamela Cortland (@pamml), Associate Marketing Mana...
Mary Buckley (@mkbuck), Associate Manager of Advertising and Promotions Pamela Cortland (@pamml), Associate Marketing Mana...
Mary Buckley (@mkbuck), Associate Manager of Advertising and Promotions Pamela Cortland (@pamml), Associate Marketing Mana...
Mary Buckley (@mkbuck), Associate Manager of Advertising and Promotions Pamela Cortland (@pamml), Associate Marketing Mana...
Mary Buckley (@mkbuck), Associate Manager of Advertising and Promotions Pamela Cortland (@pamml), Associate Marketing Mana...
Mary Buckley (@mkbuck), Associate Manager of Advertising and Promotions Pamela Cortland (@pamml), Associate Marketing Mana...
Jed Carlson (@jedcarlson), Chief Operating Officer ReverbNation (@ReverbNation) <ul><li>Background:  </li></ul><ul><li>Rev...
Jed Carlson (@jedcarlson), Chief Operating Officer ReverbNation (@ReverbNation) <ul><li>Strategy:  </li></ul><ul><li>Becom...
Jed Carlson (@jedcarlson), Chief Operating Officer ReverbNation (@ReverbNation) <ul><li>Execution:  </li></ul><ul><li>Tapp...
Jed Carlson (@jedcarlson), Chief Operating Officer ReverbNation (@ReverbNation)
Jed Carlson (@jedcarlson), Chief Operating Officer ReverbNation (@ReverbNation) <ul><li>How are we doing versus our peers/...
Paul Michaud (@EHandNYC), Senior Vice President of Social Media Citi (@citi) <ul><li>Citi’s customer service approach with...
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Social Media Week New York 2011: Inner Workings Panel

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Social Media week New York 2011 Panel: The Inner Workings, Social Media Success Through Coordinated Staffing

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Social Media Week New York 2011: Inner Workings Panel

  1. 1. Social Media Week 2011 The Inner Workings: Social Media Success Through Coordinated Staffing #smwnypl2
  2. 2. The Panel <ul><li>Johannes Neuer, eCommunications Manager, The New York Public Library </li></ul><ul><li>Mary Buckley, Associate Manager of Advertising and Promotions, Knopf Doubleday Publishing Group </li></ul><ul><li>Pamela Cortland, Associate Marketing Manager, Knopf Doubleday Publishing Group </li></ul><ul><li>Jed Carlson, Chief Operating Officer, ReverbNation </li></ul><ul><li>Paul Michaud, Senior Vice President of Social Media, Citi </li></ul><ul><li>Moderated by Susan Halligan, Director of Marketing, The New York Public Library </li></ul>
  3. 3. Johannes Neuer (@johannesneuer), eCommunications Manager The New York Public Library (@nypl) <ul><li>Make @nypl a discovery tool for library resources, content, and expertise using a coordinated staffing model </li></ul><ul><li>No dedicated staff member for Twitter / social media </li></ul><ul><li>Coordinating a large team of decentralized contributors </li></ul><ul><li>Enterprise-level Twitter client with integrated team workflow </li></ul><ul><li>Staff training / working group / social media policy </li></ul><ul><li>Use editorial calendar maintained by Marketing and PR to fill streams with timely content about historic events, Library programs, fun facts, and reading tweet series </li></ul><ul><li>Following grew just under 7,000 to over 90,000 in 2010; increased the number of visits to nypl.org coming from Twitter by 353.98% over 2009 </li></ul>
  4. 4. Mary Buckley (@mkbuck), Associate Manager of Advertising and Promotions Pamela Cortland (@pamml), Associate Marketing Manager Alfred A. Knopf Publishers (@aaknopf) <ul><li>Introduction: How we came to social media </li></ul><ul><li>Twitter: Finding our voice, managing tweeting responsibilities, Twitter services, numbers, contributors to success </li></ul><ul><li>Facebook: Our fan page, working with our authors on their fan pages </li></ul><ul><li>Tumblr: Which content goes where, content fatigue </li></ul><ul><li>Other social media platforms: What’s next? </li></ul>
  5. 5. Mary Buckley (@mkbuck), Associate Manager of Advertising and Promotions Pamela Cortland (@pamml), Associate Marketing Manager Alfred A. Knopf Publishers (@aaknopf)
  6. 6. Mary Buckley (@mkbuck), Associate Manager of Advertising and Promotions Pamela Cortland (@pamml), Associate Marketing Manager Alfred A. Knopf Publishers (@aaknopf) Twitter.com/aaknopf
  7. 7. Mary Buckley (@mkbuck), Associate Manager of Advertising and Promotions Pamela Cortland (@pamml), Associate Marketing Manager Alfred A. Knopf Publishers (@aaknopf)
  8. 8. Mary Buckley (@mkbuck), Associate Manager of Advertising and Promotions Pamela Cortland (@pamml), Associate Marketing Manager Alfred A. Knopf Publishers (@aaknopf) <ul><li>Joined Facebook as a personal page in Fall of 2008 </li></ul><ul><li>Confirmed relationship status with Vintage Books shortly after </li></ul><ul><li>Created fan page for Alfred A. Knopf Publishers at inception of Facebook fan pages </li></ul><ul><li>Added Extras tab in Fall of 2010 </li></ul>Facebook.com/alfredknopf
  9. 9. Mary Buckley (@mkbuck), Associate Manager of Advertising and Promotions Pamela Cortland (@pamml), Associate Marketing Manager Alfred A. Knopf Publishers (@aaknopf) AAKnopf.Tumblr.com
  10. 10. Mary Buckley (@mkbuck), Associate Manager of Advertising and Promotions Pamela Cortland (@pamml), Associate Marketing Manager Alfred A. Knopf Publishers (@aaknopf) What’s next?
  11. 11. Jed Carlson (@jedcarlson), Chief Operating Officer ReverbNation (@ReverbNation) <ul><li>Background: </li></ul><ul><li>ReverbNation is a marketing platform used by over 1,100,000 </li></ul><ul><li>bands worldwide. </li></ul><ul><li>Goal: </li></ul><ul><li>Engage indie musicians so that we can deliver our </li></ul><ul><li>key messages to them </li></ul>
  12. 12. Jed Carlson (@jedcarlson), Chief Operating Officer ReverbNation (@ReverbNation) <ul><li>Strategy: </li></ul><ul><li>Become the MOST valuable/reliable source of </li></ul><ul><li>information they need to run their small businesses </li></ul><ul><li>Tactics: </li></ul><ul><li>Curate and post relevant information on a regular basis (timely + useful) </li></ul><ul><li>Locate most influential bloggers/tweeters and re-post their stuff to our large user base (reciprocity) </li></ul>
  13. 13. Jed Carlson (@jedcarlson), Chief Operating Officer ReverbNation (@ReverbNation) <ul><li>Execution: </li></ul><ul><li>Tapped staff member who has target audience’s perspective (he’s an indie Artist) </li></ul><ul><li>Setup goals for frequency and mix of posts </li></ul><ul><ul><li>Industry-focused, technology-focused, reciprocal to other influential bloggers, etc. </li></ul></ul><ul><li>Used technology to reduce resource requirements and increase visibility into effectiveness </li></ul><ul><ul><li>Scheduling posts, distributing posts, shortening links, measuring impact of posts </li></ul></ul>
  14. 14. Jed Carlson (@jedcarlson), Chief Operating Officer ReverbNation (@ReverbNation)
  15. 15. Jed Carlson (@jedcarlson), Chief Operating Officer ReverbNation (@ReverbNation) <ul><li>How are we doing versus our peers/competitors? </li></ul><ul><li>Klout.com </li></ul><ul><li>Peerindex.net </li></ul><ul><li>Backtype.com </li></ul>
  16. 16. Paul Michaud (@EHandNYC), Senior Vice President of Social Media Citi (@citi) <ul><li>Citi’s customer service approach with Twitter </li></ul><ul><li>Social Media (SM) team efforts include </li></ul><ul><ul><li>Selecting and onboarding technology platform </li></ul></ul><ul><ul><li>“ Test driving” customer service via Twitter </li></ul></ul><ul><ul><li>Developing procedures, voice, and tone </li></ul></ul><ul><ul><li>Developing training materials </li></ul></ul><ul><ul><li>Developing review and approval processes and rep certification </li></ul></ul><ul><li>SM team partnered with Customer Service teams </li></ul><ul><ul><li>Co-selected customer service reps with Service leadership team </li></ul></ul><ul><ul><li>Conducted initial training and ‘apprenticeship’ </li></ul></ul><ul><ul><li>Served as review and escalation contact </li></ul></ul><ul><ul><li>Monitored for quality; conducted regular review / Q&A sessions </li></ul></ul><ul><li>SM team partnered with other groups to support this new channel </li></ul><ul><ul><li>Legal, Compliance, Fraud </li></ul></ul><ul><ul><li>Technology Architecture and Information Security </li></ul></ul>

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