Presentation delivered at Digital Atlanta 2011, highlighting the success of SunTrust in social media marketing by using a collaborative approach between agency and in-house staff.

1. Can’t We All Just Get Along?
Social Media Success Through In House &
Out of House Talent
Bianca Buckridee Candace McCaffery
AVP, Social Media Engagement SVP, Director of Social Media & Interactive Services
SunTrust Cookerly Public Relations
@blatantlybianca @candacemcc

2. The Debate

3. The Reality
 Who “Owns” the
Brand?
 Social Media Belongs
to the Audience
 Collaboration, not
Competition

4. The Reality:
Social Media Takes Time & Resources
 70% of Brands Don’t
respond to Customer
Complaints on Twitter
 95% of Facebook Wall
Posts Not Answered by
Brands

5. The Reality:
Social Success takes Multiple Departments
 Customer Service  PR/Marketing/Agency
 Consumers Expect To Be  Social Media is Earned
Served Media
 Brand Representatives are  Social Media Are News
the Experts Channels
 LOBs/In-House  Content a Core Skill of PR
 Social Media Reaches  Can Provide Efficiencies,
Potential/Current Customers Consistency
 Expertise on Information

6. The SunTrust Model
Keys to Successful Collaboration

7. Strategy First, Tactics Follow

8. Dialogue Information Service
• SunTrust Facebook • AskSunTrust Twitter
• Live Solid Facebook • SunTrust Twitter • SunTrust Facebook
• Live Solid Twitter • Bank Statements Blog • Bank Statements Blog
Channels that Meet Audience Needs

9. Live Solid Facebook

10. Live Solid Facebook
Daily discussion topics
and posts fueled by the
brand average 80,000+
impressions/day
“Tip of the Day” garner
highest engagement
Fans have shared that they
like the simple, actionable
advice the tips provide

11. SunTrust
Enters the
Conversation

12. Dialogue & Information Roles
 Agency  SunTrust
 Editorial Calendar  Content Editing
 Content Development  Information/Expert
 Contest Creation Resource
 Daily Posting  Direct Client Response
 Cross-Platform Marketing  Listening
 Listening

13. Service & Information:
SunTrust Facebook

15. Service: @AskSunTrust

17. Service Roles
 InHouse Leads  Agency
 Listening  Counsel As Needed
 Identify Issues  Messaging & Content
 Direct Response & Support
Resolution  Listening

18. Collaboration Model
 Third Party System
for Team
Collaboration
 Communication,
Communication,
Communication

19. What Works & ………..What Doesn’t
 Approach  Approach
 Decide Who You Want to Be  Robotic Responses
 Retreating When Under Attack
 Conversation
 Know When to Join  Conversation
 Know When to Escalate  Ignoring Feedback
 Know When to Ignore  Ignoring Immediate Issues
 Establish Guidelines
 Response Strategy
 Response Strategy  Taking Comments Personally
 Map Scenarios  Not Having a Plan
 Align Stakeholders

20. Keys to Success
 Lead based on channel use,
interactions
 Adapt content strategy and
schedule to each need
 Dialogue
 Information
 Service
 Find tools to fit your situation

21. Questions
candace@cookerly.com
Bianca.buckridee@suntrust.com