Best Practices for Managing

Multiple Social Channels

Thursday, March 31, 2016 1:00 EDT (10:00 PDT)

Speakers:Maggie Malek, Head of Social Media and PR, MMI AgencyDino Kuckovic, Team Lead, Customer Success, Falcon Social

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Today’s Presenters

Dino KuckovicTeam Lead, Customer SuccessFalcon Social

Maggie MalekHead of Social Media and PRMMI Agency

Once upon a time...

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Enter technology.

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And the consumer journey changed.

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Content begins here

Consumers have natural AdBlock

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Many brands have turned to social media.

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Four years of social change...

• Written content is now graphic content• Social traffic is not guaranteed• Social engagement is a different ball game• Pay to play

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Truly social companies understand...That media isn’t social. People are social.

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Content begins here

Content begins hereWinning brands must create

social experiences that people actually care about.

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Content begins ere

That ultimately change consumers’ hearts and minds.

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Content begins here

Content begins here

How? Stop shouting start listening.

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Get to know your consumer

• Start with data. • Create conversations that matter • Ignite!!

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Our approach... Head + Heart

SEARCH SOCIALWINNINGCONTENT

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Start with the Head

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Search data is honest • What are people searching for in the privacy of their own

Google search box?• What questions are they asking?• What trends are you seeing?

Social data is real-time• What are people saying about your product to their friends?• How are they interacting with your competitors?• What customer service issues are they having?

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Create conversations that matter

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You need three types of content.

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Plan for unbridled success!

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Ignite conversations

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Find your people.

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Create your calendar.

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Create a checklist...

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Know exactly who is responsible for what.

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Think about amplification!

• High organic reach = amplify• Heavy website traffic = amplify • Key cultural moment = amplify

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It’s a closed loop.

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Content begins here

Content begins here“Secret” sauce =

Flexibility + willingness to fail

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UNIFICATIONA platform for all

your digital needs.

SATISFACTIONAnd a process designed to

develop new skills.

COLLABORATION

With an emphasis on shared ideas.

EVOLUTIONBecause a smarter,

more efficient workforce delivers

results.

APPROACH.We’re committed to helping our customers achieve a responsive and efficient workplace.

Effective social media calendar

Multi-Channel

Publishing

Social Media Strategy

Team Collaboration

Measuring Social ROI

5 TIPS FOR SUCCESS.

CALENDAR.A social media calendar should enable you to plan ahead, keep an overview and align your campaigns to all marketing activities.

Planning

Schedule content

Approval flow

Content Pool

REAL TIME ENGAGEMENT

Bravo to you @Andy With your help, we can make the road a safer place. #GiveADamn

Thanks for standing with us, @danawhite. Looks like you found the right fight. #GiveADamn

GREENPEACE.

SOCIAL STRATEGY.The number one strategic challenge for social marketers

today is to align social goals with overall business objectives.

Product (Development) PR / Awareness

Customer Experience Sales / Revenue

If you don't have time to do it right, when will you have the time to do it over?

John Wooden

SHAKE SHACK.#ShackCreativeCommu

nityA collection of graphic

goodness from the Shack fan community.

COLLABORATION.Access to the same definitive set of data means that every department can present a consistent, yet personal, experience to customers.

Think outside your cubicle

Knowledge sharing

Involve your colleagues

Social is more than a channel

SOCIAL ROI.What does success look like? How will you measure it?

ROI MEASUREMENT.

GOALSInforming prospects

Inciting behavior (like sign ups)Picking up leadsIncrease sales

METRICSTraffic driven

Desired behavior Number of leads

Conversion Volume

GOALSAwareness

Positive Sentiment Relationships

Loyalty

METRICSEngagementDiscussionSentiment

Sharing

BRANDING GOALS REVENUE-LINKED GOALS

ROI MEASUREMENT.Although networks have no built in way to track customer service, it is possible to track response rate / time, engagement, sentiment - and

contact points until resolution. You just need a structure and the right tools in place.

CONTENT CHALLENGES.Measuring content performance is a challenge for about 50% of

marketers

Content performanceMeasure your content performance across paid, owned, and earned media.

Listen to your audienceGo beyond the performance on your own brand channels - actively observe brand mentions, key influencers, and overall brand sentiment

MEASURE AND LISTEN.

SUMMARY.Calendar: Plan ahead and prioritize

Strategy: Align to business objectives

Collaboration: Get your organization involved

ROI/measure: Track, review and optimize

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Thank You! Questions?

www.falconsocial.com

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