UNLEASH SOCIALACROSS YOUR ENTIRE BUSINESS

@LAURENTEE

#UNLEASHSOCIAL @LAURENTEE

IMPACT OF SOCIAL FIRST, LET’S TALK ABOUT THE

#UNLEASHSOCIAL @LAURENTEE

PGA TOUR TIMELINE

PROGRESSION OF RESPONSIBILITY

2008: Social Media Coordinator

#UNLEASHSOCIAL @LAURENTEE

PGA TOUR TIMELINE

PROGRESSION OF RESPONSIBILITY

2008: Social Media Coordinator

2012: Team of Two

#UNLEASHSOCIAL @LAURENTEE

PGA TOUR TIMELINE

PROGRESSION OF RESPONSIBILITY

2008: Social Media Coordinator

2012: Team of Two

2014: Content Team

@LAURENTEE

THE POINT IS THAT IT'S NOT A "SOCIAL" TEAM, IT'S A DIGITAL TEAM, AND THAT'S WHY EVERYTHING WORKS TOGETHER.

@DJPie

@PGATOUR HITS 1M FANS NOV 2015

#UNLEASHSOCIAL @LAURENTEE

#UNLEASHSOCIAL

TODAY WE’RE GOING TO COVER…

▸ Social Media in 2017

▸ Ratings & Reviews Sites

▸ Hug Your Haters

#UNLEASHSOCIAL @LAURENTEE

#UNLEASHSOCIALTWEET BEHIND MY BACK, JUST DON’T FORGET TO TAG

WHAT IS SOCIAL MEDIA, IN 2017

#UNLEASHSOCIAL @LAURENTEE

CHANNEL

#UNLEASHSOCIAL @LAURENTEE

CHANNELSTORY

#UNLEASHSOCIAL @LAURENTEE

#UNLEASHSOCIAL @LAURENTEE

2010 2013 2016

#UNLEASHSOCIAL @LAURENTEE

TEXT IS FOR SEARCH ENGINES, VIDEO IS FOR HUMANS

#UNLEASHSOCIAL @LAURENTEE

ELEMENTS OF GOOD STORIES…

1) Vertical Video & Photos

2) Chronological Narration

3) Visual Overlays

ONE HOUR A DAYFOR SOCIAL MEDIA MANAGEMENT

#UNLEASHSOCIAL @LAURENTEE

ONE HOUR A DAY IN SOCIAL MEDIA

Monitor15 mins

Create20 mins

Post10 mins

Respond15 mins

#UNLEASHSOCIAL @LAURENTEE

ONE HOUR A DAY IN SOCIAL MEDIA

MONITOR: 15 MINUTES A DAY

Monitor

CreatePost

Respond‣ Set up Inbound Queues to easily

see incoming messages.

‣ Create Google Alerts for your business.

‣ Try to get to everywhere people are talking about your business.

#UNLEASHSOCIAL @LAURENTEE

MONITOR: TOOLS TO USE

▸ Hootsuite

▸ Sprout Social

▸ TweetDeck (Twitter)

▸ PinAlerts (Pinterest)

▸ Mention MENTION.COM

ONE HOUR A DAY IN SOCIAL MEDIA

#UNLEASHSOCIAL @LAURENTEE

ONE HOUR A DAY IN SOCIAL MEDIA

RESPOND: 15 MINUTES A DAY

Monitor

CreatePost

Respond‣ Acknowledge every post

‣ Speak like a person

‣ Be proactive

#UNLEASHSOCIAL @LAURENTEE

ONE HOUR A DAY IN SOCIAL MEDIA

CREATE: 20 MINUTES A DAY

Monitor

CreatePost

Respond‣ Build a calendar to guide

content based on themes, events, key messages.

‣ Work in user-generated content alongside your own.

‣ Plan and work ahead to make graphics, videos, links and copy as needed.

‣ Make time for Paid campaigns

#UNLEASHSOCIAL @LAURENTEE

ONE HOUR A DAY IN SOCIAL MEDIA

CREATE: TOOLS I LOVE

‣ Canva (images)

‣ Unsplash (photos)

‣ Over (app)

‣ Wave (video)

‣ Animatron (animation)

#UNLEASHSOCIAL @LAURENTEE

ONE HOUR A DAY IN SOCIAL MEDIA

POST: 10 MINUTES A DAY

Monitor

CreatePost

Respond‣ Refer to Editorial calendar

or Events schedule

‣ Produce each post for each individual channel

‣ Use suggested or automated scheduling to optimize publishing times

#UNLEASHSOCIAL @LAURENTEE

ONE HOUR A DAY IN SOCIAL MEDIA

POST: TOOLS I LOVE

‣ Buffer

‣ Hootsuite

‣ Sprout Social

‣ CoSchedule

‣ Native apps

#UNLEASHSOCIAL @LAURENTEE

KEYS TO MANAGING SOCIAL MEDIA

1) Make it a Habit

2) Respect the Channels

3) Don’t Take it Personally

REPUTATION BATTLEGROUND RATINGS SITES ARE THE NEW

#UNLEASHSOCIAL @LAURENTEE

90% OF CONSUMERS SAY THEIR BUYING DECISIONS ARE INFLUENCED BY ONLINE REVIEWS

Source: Dimension Research

#UNLEASHSOCIAL @LAURENTEE

68% OF CONSUMERS FORM AN OPINION BY READING ONE TO SIX REVIEWS

Source: BrightLocal Local Customer Review Survey 2016

#UNLEASHSOCIAL @LAURENTEE

84% OF AMERICAN CONSUMERS SAY THEY TRUST ONLINE REVIEWS AS MUCH AS PERSONAL RECOMMENDATIONS

Source: BrightLocal Local Customer Review Survey 2016

#UNLEASHSOCIAL @LAURENTEE

DANIEL LEMIN

SEARCH FINDINGS

GOOGLE ANALYTICS FINDINGS

CUSTOMER ANALYSIS

MY TOP PRIORITY RATING & REVIEW SITES

DETERMINE(YOUR(TOP(PRIORITY(SITES(

If#you’re#comple.ng#the#Top#Sites#exercise#in#Chapter(7,#this#larger#

version#of#the#chart#will#help#you#document#the#sites.#You#can#keep#this#in#a#convenient#spot#near#your#computer#and#refer#

to#it#regularly.##

WWW.MANIPURATED.COM © 2015 Daniel Lemin

#UNLEASHSOCIAL @LAURENTEE

RATING AND REVIEW TRACKING TOOLS

NAME STARTS AT R/R SITES SOCIALReputation Ranger $29/month X

ReviewInc $39/month XReview Push $39/month X X

Sendible $49/month X XMention $99/month X XRankur Free to 50K results X X

Social Mention Free X

#UNLEASHSOCIAL @LAURENTEE

PRACTICE GOOD DIGITAL HYGIENE EVERY DAY

Monitor15 mins

Create20 mins

Post10 mins

Respond15 mins

CHECK REVIEW SITESREAD NEW REVIEWS

DRAFT AND POST RESPONSES

CROSS PROMOTE GOOD REVIEWS

#UNLEASHSOCIAL @LAURENTEE

THE IDEAL REVIEW…

#UNLEASHSOCIAL @LAURENTEE

2/3 OF CUSTOMERS TRUST REVIEWS MORE WHEN NEGATIVE ARE PRESENT ALONGSIDE POSITIVE REVIEWS

Source: NYU Stern School of Business

#UNLEASHSOCIAL @LAURENTEE

TIPS FROM YELP’S DIRECTOR OF LOCAL BUSINESS OUTREACH

GENERATING NEW REVIEWS FROM GUESTS

▸ Provide good customer service

▸ Practice consistent and diplomatic responses to customer reviews

▸ Leave a trail of breadcrumbs

#UNLEASHSOCIAL @LAURENTEE

ASK FOR REVIEWSTHE RIGHT WAY TO

1.1 MILLION MESSAGESIN SOCIAL MEDIA, STARWOOD HOTELS RECEIVED

#UNLEASHSOCIAL @LAURENTEE

HUG YOUR HATERS

#UNLEASHSOCIAL @LAURENTEE

@LAURENTEE

TOP 3 INDUSTRY CULPRITS FOR EMPLOYEE PROBLEMS

Restaurant / Food

Multi-brand Retailers

Airline / Travel / Hotel

#UNLEASHSOCIAL @LAURENTEE

1/3 OF COMPLAINTS ARE NEVER RESOLVED

IGNORING THEM ISHATERS ARE NOT YOUR PROBLEM

#UNLEASHSOCIAL @LAURENTEE

EVERYCOMPLAINT CHANNEL TIME

#UNLEASHSOCIAL @LAURENTEE

RATINGS & REVIEWS

KEYS TO DEALING WITH REVIEWS

▸ STOP YOUR FIRST INSTINCT

▸ DROP THE ATTITUDE ▸ ROLL WITH THE

PUNCHES

#UNLEASHSOCIAL @LAURENTEE

RATINGS & REVIEWS

WHEN COMPOSING YOUR RESPONSE, CONSIDER THESE TIPS:

▸ Acknowledge their feelings

▸ Be proactive

▸ Appreciate the opportunity for feedback

▸ Highlight the good

▸ Ask for referrals

▸ Take away the constructive feedback

$500 BILLION IS INVESTED GLOBALLY EACH YEAR FOR MARKETING

#UNLEASHSOCIAL @LAURENTEE

“CUSTOMER SERVICE IS THE NEW MARKETING”

Jay Baer

TWEET THIS…

#UNLEASHSOCIAL @LAURENTEE

62% OF FIRST COMPLAINTS WERE MADE VIA TELEPHONE OR EMAIL

#UNLEASHSOCIAL @LAURENTEE

“The difference with Facebook Live is that the front-line employee dealing with a customer will be the one seen around the world. I say that’s a good thing. It will force employees and companies to treat customers decently. It will force companies to train employees to do so— for it will no longer be possible for the person whose job description is to be nice to show up on the scene and smooth things over.”

Jeff Jarvis

@LAURENTEE

???QUESTIONS

MEASURING SUCCESS

#UNLEASHSOCIAL @LAURENTEE

YOUR MEASUREMENT PLAN SHOULD INCLUDE: ‣ Key performance indicators

‣ Primary

‣ Secondary

‣ Benchmarks for success

‣ Frequency of data collection and reporting

‣ Assignment of responsibility for each step

#UNLEASHSOCIAL @LAURENTEE

DIFFERENTIATE BETWEEN KPIS

Primary KPI’s

Mandatory

‣ Less is MORE

‣ Clear, numerical goals

‣ Establish how data is captured and analyzed

Optional

‣ Nice to have

‣ Satisfies vanity metrics

‣ Do not have numerical goals established

Secondary KPI’s

#UNLEASHSOCIAL @LAURENTEE

CATEGORIES OF SOCIAL METRICS

ACTIVITY REACH

ENGAGEMENT CONVERSION

#UNLEASHSOCIAL @LAURENTEE

“THE GOAL IS NOT TO BE GOOD AT SOCIAL MEDIA, BUT TO BE GOOD AT BUSINESS BECAUSE OF SOCIAL MEDIA.”

—Jay Baer

#UNLEASHSOCIAL @LAURENTEE

JAY BAERCONVINCEANDCONVERT.COM

THANK YOU!

LAUREN@TEAGUEFC.COM @LAURENTEE ON TWITTER