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.
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
Humanize your brand.
Increase awareness.
Generate engagement.
Drive action.
What else?
@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
28. What do I tweet?
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