Bringing Your Social Media Strategy to Life Presenter: Michele Martinez Wingate, social media manager, American Family Insurance This presentation was delivered at MadSkillz 2013 on Friday, Oct. 11, 2013. Michele will discuss the organization’s overall brand strategy and how the social media strategy supports that brand. She’ll focus on how owned, earned and paid media all work together to support social media efforts with (1) strong content that connects fans to the brand, (2) social causes, (3) assessing and testing new social media channels, and (4) handling negative customer feedback.

1. Bringing your social media strategy to life
Michele Wingate, social media manager
@michelewingate

2. Why use social media?
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Recruitment, stewardship
Relationship building
Storytelling
Transparency
Get feedback
Cost effective
@michelewingate

3. Extend your reach
Source: M+R and NTEN
@michelewingate

4. Increase donations
Source: MDG Advertising
@michelewingate

5. GivingTuesday.org
@michelewingate

6. What do you need for a successful social
media program?
 A plan linking social media to
mission and programs.
 Selected social media
platforms.
 Organizational commitment to social
media.
 Skills to do it.
 Willingness to listen, learn and adapt.
 Measurement and evaluation plan.
 Ability to take small successes and build on
success.
@michelewingate

7. Your social media goals
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Humanize your brand.
Increase awareness.
Generate engagement.
Drive action.
What else?
@michelewingate

8. We protect dreams
@michelewingate

9. Our social media strategy
Building and maintaining long-term relationships with
customers and prospects engaging them with the brand.
 We’re a branded house.
 Messaging: Celebrating, inspiring
and protecting dreams.
 Lead with owned, grow with
paid.
 Mobile-optimized in all efforts.
 Continue leading the way.
@michelewingate

10. Strong stories spur action
Source: Waggener Edstrom
@michelewingate

11. Strong stories spur action
Source: Waggener Edstrom
@michelewingate

12. Celebrate
@michelewingate

13. Celebrate
@michelewingate

14. Protect
@michelewingate

15. Protect
@michelewingate

16. Inspire
PTAT
1048
@michelewingate

17. Be relevant
PTAT
2,034
@michelewingate

18. #fighthunger
@michelewingate

19. People connected with the story
@michelewingate

20. Twitter influencers shared our story
Impressions:
302,011
Impressions:
1,605,703
@michelewingate

21. Customer email
900,000 sent
22% open rate
+9,000 new likes
@michelewingate

22. Social media community responded
Love. Proud. First-class. Wonderful. Thank you.
@michelewingate

23. Highest. Engagement. Ever.
53%
engagement
@michelewingate

24. #30daysofthanks
59%
engagement
@michelewingate

25. Tw i t t e r
@michelewingate

26. Who do I follow?
 Volunteers
 Donors
 Local leaders
 Local media
 Other non-profits
@michelewingate

27. What do I tweet?
Source: Mark
@michelewingate

28. What do I tweet?
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Add your voice to larger
conversations.
Find + organize relevant
content.
Find people to follow.
Start conversations.
#donate
#volunteer
#madison
@michelewingate

29. Got any Twitter best practices?
 Have conversations.
 Respond to @ mentions.
 Follow back.
 Tweet regularly.
 Provide value through
thought leadership.
 Use publishing tools to
simplify your life.
@michelewingate

30. Got any Twitter best practices?
 Auto DM.
 Cross-post to other social
networks.
 Protect your tweets.
 Automate everything.
 Ignore negative feedback.
 Buy followers.
@michelewingate

31. Favorite tools: Hootsuite
@michelewingate

32. Favorite tools: Twitter lists
@michelewingate

33. Thank you!
Michele Wingate
mwingate@amfam.com
@michelewingate