Can’t We All Just Get Along? Social Media Success Through In House &

Out of House Talent

Bianca Buckridee AVP, Social Media Engagement SunTrust @blatantlybianca

Candace McCaffery SVP, Director of Social Media & Interactive Services Cookerly Public Relations @candacemcc

The Debate

The Reality

Who “Owns” the Brand?

Social Media Belongs to the Audience

Collaboration, not Competition

The Reality: Social Media Takes Time & Resources

70% of Brands Don’t respond to Customer Complaints on Twitter

95% of Facebook Wall Posts Not Answered by Brands

The Reality: Social Success takes Multiple Departments

Customer Service

Consumers Expect To Be Served

Brand Representatives are the Experts

LOBs/In-House

Social Media Reaches Potential/Current Customers

Expertise on Information

PR/Marketing/Agency

Social Media is Earned Media

Social Media Are News Channels

Content a Core Skill of PR

Can Provide Efficiencies, Consistency

The SunTrust Model Keys to Successful Collaboration

Strategy First, Tactics Follow

Dialogue

• Live Solid Facebook

• Live Solid Twitter

Information • SunTrust Facebook

• SunTrust Twitter

• Bank Statements Blog

Service • AskSunTrust Twitter

• SunTrust Facebook

• Bank Statements Blog

Channels that Meet Audience Needs

Live Solid Facebook

Live Solid Facebook

Daily discussion topics and posts fueled by the brand average 80,000+

impressions/day

“Tip of the Day” garner highest engagement

Fans have shared that they like the simple, actionable advice the tips provide

SunTrust Enters the Conversation

Dialogue & Information Roles

Agency

Editorial Calendar

Content Development

Contest Creation

Daily Posting

Cross-Platform Marketing

Listening

SunTrust

Content Editing

Information/Expert Resource

Direct Client Response

Listening

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Service Roles

In House Leads

Listening

Identify Issues

Direct Response & Resolution

Agency

Counsel As Needed

Messaging & Content Support

Listening

Collaboration Model

Third Party System for Team Collaboration

Communication, Communication, Communication

What Works & ………..What Doesn’t Approach

Decide Who You Want to Be

Conversation

Know When to Join

Know When to Escalate

Know When to Ignore

Establish Guidelines

Response Strategy

Map Scenarios

Align Stakeholders

Approach

Robotic Responses

Retreating When Under Attack

Conversation

Ignoring Feedback

Ignoring Immediate Issues

Response Strategy

Taking Comments Personally

Not Having a Plan

Keys to Success

Lead based on channel use, interactions

Adapt content strategy and schedule to each need

Dialogue

Information

Service

Find tools to fit your situation

Questions candace@cookerly.com

Bianca.buckridee@suntrust.com