GET  SOCIAL,  GET  RESULTS  HOW  TO  MAKE  SOCIAL  MEDIA  

WORK  FOR  YOUR  BRAND  

Wednesday,  November  16,  2011  Presented  by:  Cait  Gossert  and  KrisJn  DeRosa,  Happy  Valley  CommunicaJons  

Cait  Gossert    ExecuJve  Director  

Kris6n  DeRosa  Director  of  CommunicaJons  

Successful  Social  Media  Campaigns…  …Have  valuable  content.  •  Write  excellent  copy  •  Be  innovaJve  •  Have  creaJvity  and  humor  •  Always  ask  for  feedback  •  Engage  other  blogs  

…Are  maintained  by  humans  •  Know  when  you’re  posJng  too  

much  •  DO  NOT  delete  customer  service  

opportuniJes  

…Build  RelaJonships  •  Be  honest  and  build  trust  •  Be  consistent  with  posJngs  •  Don’t  try  to  sell  on  social  media  •  Include  a  blog  

…Are  well  branded  •  Your  company’s  idenJty  should  

shine  through  •  Measure  and  record  your  results  •  Strategize,  don’t  join  everything  

Barefoot  Wine  &  Bubbly  

•  One  Beach  social  media  film  premiere  •  Integrated  website  &  social  media  pla]orms  

Starbucks  •  Customer  engagement  •  Consistent  updates  •  InteracJve  applicaJons  •  StaJc  pages  •  Corporate  social  responsibility  

•  Customer  feedback  – My  Starbucks  Idea  

Old  Spice  

•  No  consistency  of  social  media  pla]orms  

•  No  interacJon  with  followers  

•  Never  followed  up  with  new  client  base  

•  IniJal  sales  rose  but  declined  at  conclusion  of  campaign  

United  Airlines  

•  Contacted  him  two  days  a^er  video  was  posted  

•  Video  had  received  3  million  views  in  10  days  •  Caused  social  media  analysts  to  examine  what  happens  when  poor  customer  service  experiences  go  viral    

Social  Media  Planning  

•  Why  is  your  business  parJcipaJng  in  social  media?  

•  Research  outlets  to  begin  with  

•  Customize  your  pla]orm  to  your  business  – What  services  are  you  going  to  offer?  – What  do  you  want  your  customers  to  see  on  your  page?  

Q:  How  do  you  tailor  a  social  media  campaign  to  your  business?  

•  Make  consumers  offline  advocates  •  Choose  ways  to  engage  your  followers  •  Offer  insight  into  company  and  products  •  Allow  outlet  for  customer  relaJons  •  Reward  acJve  customers  

Q:  How  do  you  turn  your  social  media  followers  into  customers?  

•  Make  them  love  you  and  your  brand  •  Get  to  know  your  fans  •  Capture  their  email  addresses  •  Funnel  traffic  to  your  main  website  •  Offer  contests  and  coupon  codes  

Q:  How  do  you  evaluate  your  social  media  presence?  

For  quesJons  or  comments  about  tonight’s  presentaJon,  email  us  at    happyvalleycomm@gmail.com