how to successfully tackle the many roles of the social media manager
TRANSCRIPT
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How to Successfully Tackle the Many Roles of the Social Media Manager
Presented by Dave Kerpen
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http://bit.ly/TackleSocial
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What’s Inside
• Why Invest In Your Community?
• Roles of a Social Media Manager
• How To Do It All
• Case Studies
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Meet Likeable?
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Meet Likeable?
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Why Invest In Your Community?
#likeable
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Why Invest In Your Community?
• Raise awareness, increase retention, and drive leads
• Control, moderate, and get involved
• Identify the positive and turn around the negative
• Gain knowledge and insight through social media
• Allow your brand to exercise the two meanings of likeable
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The Difference It Can Make
Likeable Social MediaUnlikeable Social Media
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One Becomes Two
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Worst Mistakes Become Public
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Employees Can Air Dirty Laundry
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Roles of a Social Media Manager
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Roles of a Social Media Manager
1. Customer Service Representative
2. Entertainer
3. Teacher
4. Host
5. Salesperson
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Customer Service Representative
• Customers take their problems to social media instead of 1-800-numbers
• Social media posts are public
• Response time is expected faster on social media
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Customer Service Representative
• How to be a Customer Service Rep:
1. Create a response guideline for FAQs
2. Define your voice for multiple managers
3. Do not delete!
4. Respond to everything
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Entertainer
• Customers “like” you because they want engaging content
• If you want to be heard through the noise, you have to entertain
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Entertainer
• How to be an Entertainer:
1. Make sure your content includes variety
2. Don’t spam, provide value
3. Content must be relevant
4. Be consistent
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Teacher
• Provide valuable information… for free!
• Be a thought leader in your industry
• Publish whitepapers, webinars, etc.
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Teacher
• How to be a Teacher:
1. Curate relevant content
2. Dedicate resources to providing value for free
3. Spark conversation
4. Answer all questions
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Host
• Your social media page is your cocktail party, and you’re the host
• Like any good host, you moderate the conversation
• Know what’s being said about your business and frame the conversation
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Host
• How to be a Host:
1. Actively monitor your social entities
2. Ask questions and engage conversation with your community
3. Search for conversation beyond your social channels
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Salesperson
• You are not selling in the traditional sense
• Using social media to generate leads
• Ability to increase brand awareness and increase customer retention
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Salesperson
• How to be a Salesperson
1. DON’T sell
2. Use webinar, e-books, and whitepapers to generate leads
3. Offer customer specials and deals
4. Become the expert in your industry
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How Do You Juggle It All?
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How To Do It All
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How To Do It All
• Time-saving tools :
• Are accessible to multiple team members
• Measure, report, and give insight
• Monitor, track, and listen
• Save time
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Time-Saving Tools
• Google Alerts
• Have the conversation come to you
• Searches the entire web
• Get daily/weekly/instant updates
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Time-Saving Tools
• Buffer App
• Schedule posts at the times when your community is most engaged
• Facebook, Twitter, LinkedIn
• Analyze content
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Time-Saving Tools
• HootSuite
• Dashboard for managing all your communities
• Publish and schedule posts
• Monitor conversation across multiple social channels
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Time-Saving Tools
• Google Reader
• Keep up with industry news
• Variety of news all in one place
• Search for you, competitors, industry topics, etc.
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Time-Saving Tools
• SocialBro
• Twitter analytics
• Learn about your followers
• Find the most engaging hours
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Time-Saving Tools
• Facebook Insights
• Learn about your community’s demographics
• Analyze individual posts
• Track where your “likes” come from
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Time-Saving Tools
• PinPuff
• Measure brand’s influence on Pinterest
• Calculates reach and virality
• Pinfluence score
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Time-Saving Tools
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Case Studies*
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*Case studies are clients of Likeable
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Case Study – Customer Service Rep
• Entenmann’s
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Case Study – Customer Service Rep
• Neutrogena
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Case Study – Entertainer
• Corkcicle
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Case Study – Entertainer
• Hpnotiq
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Case Study – Teacher
• Pendaflex
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Case Study – Teacher
• Extra Space
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Case Study – Host
• Penguin Books
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Case Study – Host
• Verizon FiOS
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Case Study – Salesperson
• The Company Store
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Case Study – Salesperson
• Quality Dairy
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Case Study – Salesperson
• Things Remembered
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Case Study – Salesperson
• Logitech
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