SEJ Summit 2015: Mastering Social Media for Big Brands by Debbie Miller

#SEJSummit #Searchmetrics

• Search Engine Journal

• HyperDisk Marketing

• Social Hospitality


3TAKEAWAYS

How to identify your buyer

personaHow to handle customer

service issues on social

media

How to create a unique

social media campaign


What is a persona? The Buyer Persona Manifesto defines a persona as “an archetype,

a composite picture of the real people who buy, or might buy, products like the ones you

sell.”

Simply put, they are your ideal customer.


IDENTIFYING PERSONAS

Why do you need online personas? There are

several reasons why having clearly defined

online personas are important.

1. Greater Understanding

2. Improved Messaging

3. Better Insight


CASE STUDY: FOUR SEASONS


CASE STUDY: TACO BELL


SOCIAL MEDIA CASE STUDIESUSAA Interactive Installation At Army-Navy Game

MVP Interactive created an on-site interactive experience for the 115th USAA Army-Navy Game at

M&T Bank Stadium

• Green photo stations

• Football-themed background

• Social media sharing stations

• Images projected on a large LED

streaming social wall


Results:

• Over 1,500 photos taken

• Engagement times with campaign element

ranged from 45 to 110 seconds

• 2,000 emails were sent

• 7,000 people viewed the promotions

• 67,418 social impressions were generated

SOCIAL MEDIA CASE STUDIES


AT&T Be the Fan

• AT&T launched a season-long #BeTheFan

campaign starring Modern Family star Eric Stonestreet.

• As ‘Coach,’ Stonestreet issued weekly gameday challenges

to fans that they could respond to by uploading social

media content on Twitter, Vine & Instagram with

the #BeTheFan hashtag.

• The challenges and winning fan photos were featured

at ATTBeTheFan.com.



AT&T Be the Fan

Results:

• 80%-plus higher engagement rate on Twitter

• 400% increase in sweepstakes entries over the past year

• Social conversations were up 271% over the previous period

• 200 million consumers engaged in the program across all of the

social networks



HOW TO HANDLE A SOCIAL MEDIA CRISIS

Three types of crises:

1. Customer service issues

2. You screwed up

3. You’re being shady

What to do:

• Take responsibility

• Respond and clarify in a timely manner

• Consider the best platforms


CASE STUDY: XFINITY

Two weeks?

Personalized response


CASE STUDY: MCDONALDS

Slow response time

Link to explanation


CASE STUDY: AMY’S BAKING CO.

Criticizing fanbase

They are NOT freaking out… in all caps… dropping F bombs

Vulgarity


CONCLUSION

How to identify your buyer

personaHow to handle customer

service issues on social

media

How to create a unique

social media campaign


Debbie Miller [email protected]

(949) 371-6091

/in/DebbieMiller53

@TheBigDebowski

+DebbieMillerOC

/TheDebMiller


SEJ Summit 2015: Mastering Social Media for Big Brands by Debbie Miller

Marketing

Transcript of SEJ Summit 2015: Mastering Social Media for Big Brands by Debbie Miller