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UNLEASH SOCIALACROSS YOUR ENTIRE BUSINESS

@LAURENTEE

#UNLEASHSOCIAL @LAURENTEE

IMPACT OF SOCIAL FIRST, LET’S TALK ABOUT THE


PGA TOUR TIMELINE

PROGRESSION OF RESPONSIBILITY

2008: Social Media Coordinator


PGA TOUR TIMELINE



2012: Team of Two


PGA TOUR TIMELINE



2012: Team of Two

2014: Content Team

@LAURENTEE

THE POINT IS THAT IT'S NOT A "SOCIAL" TEAM, IT'S A DIGITAL TEAM, AND THAT'S WHY EVERYTHING WORKS TOGETHER.

@DJPie

@PGATOUR HITS 1M FANS NOV 2015


#UNLEASHSOCIAL

TODAY WE’RE GOING TO COVER…

▸ Social Media in 2017

▸ Ratings & Reviews Sites

▸ Hug Your Haters


#UNLEASHSOCIALTWEET BEHIND MY BACK, JUST DON’T FORGET TO TAG

WHAT IS SOCIAL MEDIA, IN 2017


CHANNEL


CHANNELSTORY


2010 2013 2016


TEXT IS FOR SEARCH ENGINES, VIDEO IS FOR HUMANS


ELEMENTS OF GOOD STORIES…

1) Vertical Video & Photos

2) Chronological Narration

3) Visual Overlays

ONE HOUR A DAYFOR SOCIAL MEDIA MANAGEMENT


ONE HOUR A DAY IN SOCIAL MEDIA

Monitor15 mins

Create20 mins

Post10 mins

Respond15 mins



MONITOR: 15 MINUTES A DAY

Monitor

CreatePost

Respond‣ Set up Inbound Queues to easily

see incoming messages.

‣ Create Google Alerts for your business.

‣ Try to get to everywhere people are talking about your business.


MONITOR: TOOLS TO USE

▸ Hootsuite

▸ Sprout Social

▸ TweetDeck (Twitter)

▸ PinAlerts (Pinterest)

▸ Mention MENTION.COM




RESPOND: 15 MINUTES A DAY

Monitor

CreatePost

Respond‣ Acknowledge every post

‣ Speak like a person

‣ Be proactive



CREATE: 20 MINUTES A DAY

Monitor

CreatePost

Respond‣ Build a calendar to guide

content based on themes, events, key messages.

‣ Work in user-generated content alongside your own.

‣ Plan and work ahead to make graphics, videos, links and copy as needed.

‣ Make time for Paid campaigns



CREATE: TOOLS I LOVE

‣ Canva (images)

‣ Unsplash (photos)

‣ Over (app)

‣ Wave (video)

‣ Animatron (animation)



POST: 10 MINUTES A DAY

Monitor

CreatePost

Respond‣ Refer to Editorial calendar

or Events schedule

‣ Produce each post for each individual channel

‣ Use suggested or automated scheduling to optimize publishing times



POST: TOOLS I LOVE

‣ Buffer

‣ Hootsuite

‣ Sprout Social

‣ CoSchedule

‣ Native apps


KEYS TO MANAGING SOCIAL MEDIA

1) Make it a Habit

2) Respect the Channels

3) Don’t Take it Personally

REPUTATION BATTLEGROUND RATINGS SITES ARE THE NEW


90% OF CONSUMERS SAY THEIR BUYING DECISIONS ARE INFLUENCED BY ONLINE REVIEWS

Source: Dimension Research


68% OF CONSUMERS FORM AN OPINION BY READING ONE TO SIX REVIEWS

Source: BrightLocal Local Customer Review Survey 2016


84% OF AMERICAN CONSUMERS SAY THEY TRUST ONLINE REVIEWS AS MUCH AS PERSONAL RECOMMENDATIONS

Source: BrightLocal Local Customer Review Survey 2016


DANIEL LEMIN

SEARCH FINDINGS

GOOGLE ANALYTICS FINDINGS

CUSTOMER ANALYSIS

MY TOP PRIORITY RATING & REVIEW SITES

DETERMINE(YOUR(TOP(PRIORITY(SITES(

If#you’re#comple.ng#the#Top#Sites#exercise#in#Chapter(7,#this#larger#

version#of#the#chart#will#help#you#document#the#sites.#You#can#keep#this#in#a#convenient#spot#near#your#computer#and#refer#

to#it#regularly.##

WWW.MANIPURATED.COM © 2015 Daniel Lemin


RATING AND REVIEW TRACKING TOOLS

NAME STARTS AT R/R SITES SOCIALReputation Ranger $29/month X

ReviewInc $39/month XReview Push $39/month X X

Sendible $49/month X XMention $99/month X XRankur Free to 50K results X X

Social Mention Free X


PRACTICE GOOD DIGITAL HYGIENE EVERY DAY

Monitor15 mins

Create20 mins

Post10 mins

Respond15 mins

CHECK REVIEW SITESREAD NEW REVIEWS

DRAFT AND POST RESPONSES

CROSS PROMOTE GOOD REVIEWS


THE IDEAL REVIEW…


2/3 OF CUSTOMERS TRUST REVIEWS MORE WHEN NEGATIVE ARE PRESENT ALONGSIDE POSITIVE REVIEWS

Source: NYU Stern School of Business


TIPS FROM YELP’S DIRECTOR OF LOCAL BUSINESS OUTREACH

GENERATING NEW REVIEWS FROM GUESTS

▸ Provide good customer service

▸ Practice consistent and diplomatic responses to customer reviews

▸ Leave a trail of breadcrumbs


ASK FOR REVIEWSTHE RIGHT WAY TO

1.1 MILLION MESSAGESIN SOCIAL MEDIA, STARWOOD HOTELS RECEIVED


HUG YOUR HATERS

@LAURENTEE

TOP 3 INDUSTRY CULPRITS FOR EMPLOYEE PROBLEMS

Restaurant / Food

Multi-brand Retailers

Airline / Travel / Hotel


1/3 OF COMPLAINTS ARE NEVER RESOLVED

IGNORING THEM ISHATERS ARE NOT YOUR PROBLEM


EVERYCOMPLAINT CHANNEL TIME


RATINGS & REVIEWS

KEYS TO DEALING WITH REVIEWS

▸ STOP YOUR FIRST INSTINCT

▸ DROP THE ATTITUDE ▸ ROLL WITH THE

PUNCHES


RATINGS & REVIEWS

WHEN COMPOSING YOUR RESPONSE, CONSIDER THESE TIPS:

▸ Acknowledge their feelings

▸ Be proactive

▸ Appreciate the opportunity for feedback

▸ Highlight the good

▸ Ask for referrals

▸ Take away the constructive feedback

$500 BILLION IS INVESTED GLOBALLY EACH YEAR FOR MARKETING


“CUSTOMER SERVICE IS THE NEW MARKETING”

Jay Baer

TWEET THIS…


62% OF FIRST COMPLAINTS WERE MADE VIA TELEPHONE OR EMAIL


“The difference with Facebook Live is that the front-line employee dealing with a customer will be the one seen around the world. I say that’s a good thing. It will force employees and companies to treat customers decently. It will force companies to train employees to do so— for it will no longer be possible for the person whose job description is to be nice to show up on the scene and smooth things over.”

Jeff Jarvis

@LAURENTEE

???QUESTIONS

MEASURING SUCCESS


YOUR MEASUREMENT PLAN SHOULD INCLUDE: ‣ Key performance indicators

‣ Primary

‣ Secondary

‣ Benchmarks for success

‣ Frequency of data collection and reporting

‣ Assignment of responsibility for each step


DIFFERENTIATE BETWEEN KPIS

Primary KPI’s

Mandatory

‣ Less is MORE

‣ Clear, numerical goals

‣ Establish how data is captured and analyzed

Optional

‣ Nice to have

‣ Satisfies vanity metrics

‣ Do not have numerical goals established

Secondary KPI’s


CATEGORIES OF SOCIAL METRICS

ACTIVITY REACH

ENGAGEMENT CONVERSION


“THE GOAL IS NOT TO BE GOOD AT SOCIAL MEDIA, BUT TO BE GOOD AT BUSINESS BECAUSE OF SOCIAL MEDIA.”

—Jay Baer


JAY BAERCONVINCEANDCONVERT.COM

THANK YOU!

[email protected] @LAURENTEE ON TWITTER

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