lindsay lebresco

5 Social Media Things to Keep off Your “Ugh-we-should-have-done-that”

ListLindsay Lebresco – Social Media Manager, Lilly Pulitzer

And we should listen to you because…• 5 years experience in corporate

social media strategy & execution

• Launched Newell Rubbermaid SM & led management through change including policy creation & roll out

• Background in crisis management & SM in regulated industries

• I keep being invited back to speak.

Because I’m adventurous?

Because I met this guy once?

‘Cause my kids are super cute?

Do these things and you can expect to avoid:•Community backlash•Brand damage•Personnel issues•Wasted resources•Personal shame

1 2 3 4 5

1

Listen ReadFollowWatchUse

Listen

Things to listen for…

Community Lexicon

Things to listen for…

Opportunities to engage with or service customers

Things to listen for…

Community “Memes”

Things to listen for…

Community venues

Hate + your brand name

TODAY

TOMORROW

2

Set your goals, create your

strategy and plan.

•Goal: Build trust & positivity mentions of the brand•Strategy: Humanize the brand and have a “relationship with the public.” •Plan: Create a parenting blog, participate in community as parents first, then employees. •Result: Positive online brand mentions rose from 68% positive to 85%; Graco named as Top 10 Big Brands doing social media in 2009

EXAMPLE

• Goal: Grow consumer database of females 16-28

• Strategy: Engage & acquire consumer group on Facebook

• Plan: Create a sorority contest where consumers can vote for their sorority to win a custom print

• Result: Acquired 115,000 fans in 2 weeks, 30% growth in 18-24 age bracket

EXAMPLE

You’ve planned.

You know social

media will help you

meet your goals.

You’ve listened.

There’s a place for

your voice.

Ready to dive in?

No pressure, but you do know

they’ll be watching, right?

3

Choose your Social

Media team

wisely

Is this person relatable to my target audience?

Ask these questions:

Are they authentic & trustworthy?

How about likable?

Are they passionate about your business?

Are they natural users of social media?

How well do they know your brand & products?Are they committed to having a

conversation?

Can they rally?

OH HELL YES! WHO CARESHas been on Facebook since it was only for college students

Has a bad ass smartphone

Knows what 2 words comprise the term “blog”

Follows Conan O'Brien on Twitter

Helped their uncle start a Facebook page for his pest control company

They’re younger than you… and much “hipper”

Can text 100 words a minute

Mulit-tasker & solid project management skills

Seeks out new opportunities in social & stays on top of what’s happening in the industry

Experience in using social media platforms personally; ideally has used it for business

Team player and is comfortable working cross-functionally

Has a background in communications & has good writing skills

Strategic thinker but tactical executer

Identify their responsibilities:

report by Jeremiah Owyang of Altimeter Group. Infographic by Voltier Creative

4

Create a Social Media

Policy

PrinciplesPolicies Guidelines

Roll it out…

New hire info

packets

Company meetings

(BRING PIZZA)

Manager

sessions

Great policy resources:Social Media Business Council http://www.socialmedia.org/disclosure/ Social Media Governance http://socialmediagovernance.com/policies.php

5

Train & develop

your team

Formal training

Continuing education

Trade Media reading & circulation

Competitor & trade tracking

Monthly team meetings

Incentivized participation

Recognition for achievement