Everything I need to know about social media I learned as a bartender

Shannon O’Donald, Crown Social @nnjashan

Social media marketers are the bartenders of brands

BARTENDERS OF BRANDS

Attitude sets the tone of a customers/brand interaction

How we serve will impact the customer journey

We’re the one crafting the cocktails

To be excellent social media marketers, we should improve our bartending skills

SKILLS WE’LL TALK ABOUT TODAYBARTENDER• The bartender attitude• Acing customer service• Crafting cocktails

SOCIAL MEDIA MARKETER• Distilling brand values• Action-oriented identities• Crafting experience-

centric content

DISTILLING BRAND VALUES THROUGH SOCIAL MEDIA

WHAT ARE YOUR BRAND VALUES?What is your mission statement?

What principles guide your work?

How can you values define your brand’s unique integrity?

HOW VALUES MANIFEST IN SOCIALWHAT WE SAY• Creating content

WHAT WE DO• Sharing other’s content • Replying to a message• Engaging with another’s

post• Responding to current

events

BARTELL DRUGS: WHAT WE SAY

BARTELL DRUGS: WHAT WE DO

BUILDING ACTION-ORIENTED IDENTITIES

Literally Everyone

“ACTIONS SPEAK LOUDER THAN WORDS”

LEARN NAMES

Use their name Invest in social tools with CRM capabilities

KEEP TABS ON PEOPLETROLLS: call the bouncerENGAGERS: engage SUPERFANS: do

something special

PAY EXTRA ATTENTION TO REGULARS

ELEVATE THE EXPERIENCE

• Acknowledge them

• #LikeforLike

• Roll out programs to activate

potential super fans

ANTICIPATE THEIR NEEDS

• Situations generate a customer

need

• How can marketing address that

need?

• Deliver before they seek it out

CREATING EXPERIENCE-CENTRIC CONTENT

REMEMBER WHY THEY’RE HERE

• We get something out of it

• It’s an activity

• Keep context in mind

THE CUSTOMER JOURNEY

Albert Einstein

“Not everything that counts can be counted, and not everything that can be counted counts.”

CLOSE OUT YOUR TABS

Evaluate your actions qualitatively

Track your relationships and nurture them

Align performance metrics with the customer journey

Maya Angelou

“I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”

THANK YOU!

SOURCES CITED

• Delta Assist• Bartell Drugs• Windows Insider Program• Google Marketing