Who is the Modern Customer? How Do They

Want You to Talk to Them?

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Our Speakers

Paige Musto is director of communications at Act-On Software. In her role she oversees analyst relations, public relations,

social media, and event marketing. She brings 10 years of experience managing communication programs at high

technology companies in the IT Security and SaaS industries. She holds a BA in Communication from the University of

California at Davis, and an MBA from Cal State University, East Bay. @PR_Maven

Stephanie Scott is Social Media Specialist at American Airlines. Stephanie oversees community management and content

strategy for the company’s social channels, including Facebook, Twitter, Google+ and Instagram. Prior to joining American

Airlines, Stephanie was Senior Account Executive at Weber Shandwick and Social Media Manager at Balcom Agency.

Stephanie also founded the Social Media Club of Fort Worth in July 2010 with the goal of bringing together social media

enthusiasts to advance learning. @stephaniescott

Andrew Ashton is an Analyst on The Social Hive Team at Yum! Brands focusing on global social listening and insight

implementation for KFC, Taco Bell and Pizza Hut. The team has trained over 500 associates worldwide on using a

sophisticated social listening tool for a number of use-cases including: reputation management, marketing, consumer

insights and customer service. Further, The Hive provides real-time insights, analysis, engagement opportunities and

content to the brands and other functions. Andrew also serves on the board of Best Buddies of Kentucky as the

Communications Committee Chair. Previously, he was the Communications Manager for a non-profit organization serving

Indiana. Andrew is an Indiana University School of Journalism Alumni. @AndrewLAshton

Paul Dunay, moderator, is an award-winning B2B marketing expert with more than 20 years’ success in generating

demand and creating buzz for leading technology, consumer products, financial services and professional services

organizations. Paul is the author of five “Dummies” books: Facebook Marketing for Dummies (Wiley 2009), Social Media and

the Contact Center for Dummies (Wiley Custom Publishing 2010), Facebook Advertising for Dummies(Wiley

2010), Facebook Marketing for Dummies 2nd Edition (Wiley 2011) and Facebook Marketing for Dummies 3rd Edition (Wiley

2012). @PaulDunay

2013 Social Media Review

4/29/2014 Social Media at American Airlines Stephanie Scott

Social Media Specialist

@stephaniescott @americanair

#SMTLive

About Me

• Oversee community

management and content

strategy across American

Airlines’ nine social networks

• Worked in social media since

2009 for agencies and

corporation

• Tweet me at @stephaniescott

• #SMTLive

9

Our Digital Footprint

American Airlines Social Channels

10

Our Team Structure

11

Social Customer Experience Social Customer Engagement

Social Insights

12

Our Social Strategy:

“Build relationships in the spirit of

the new American.”

Define the social customer experience with

authentic conversation, real-time resolution, energy

and inspiration.

13

ANDREW ASHTON SOCIAL MEDIA ANALYST, YUM! BRANDS

GLOBAL REPUTATION MANAGEMENT

MARKETING

CUSTOMER SERVICE

CONSUMER INSIGHTS

• LAUNCHED LAST YEAR

• NETBASE SOCIAL LISTENING

PLATFORM

• 42 LANGUAGES, 120 MARKETS, 500+

USERS AND A REPORT DISTRIBUTION

OF OVER 600 INTERNATIONAL

ASSOCIATES

WHO IS THE MODERN CUSTOMER?

HOW DO WE REACH THE MODERN CUSTOMER?

• PRIORITIZED INFLUENCER ENGAGEMENT

• RESPONSIVE AND RESPONSIBLE SOCIAL CUSTOMER SERVICE

• MULTI-LAYERED TEAMS, THINK LOCAL / ACT GLOBAL

• THE RIGHT PIECES, LIVE MAS

• COLLABORATION AND TRANSPARENCY

• TEMPERED EXPECTATIONS BY BRAND/PLATFORM

• RELATE TO THEM SO THAT THEY CAN TRUST YOU

HOW DO WE ENGAGE?

#SMTLive

Our Speakers

Paige Musto is director of communications at Act-On Software. In her role she oversees analyst relations, public relations,

social media, and event marketing. She brings 10 years of experience managing communication programs at high

technology companies in the IT Security and SaaS industries. She holds a BA in Communication from the University of

California at Davis, and an MBA from Cal State University, East Bay. @PR_Maven

Stephanie Scott is Social Media Specialist at American Airlines. Stephanie oversees community management and content

strategy for the company’s social channels, including Facebook, Twitter, Google+ and Instagram. Prior to joining American

Airlines, Stephanie was Senior Account Executive at Weber Shandwick and Social Media Manager at Balcom Agency.

Stephanie also founded the Social Media Club of Fort Worth in July 2010 with the goal of bringing together social media

enthusiasts to advance learning. @stephaniescott

Andrew Ashton is an Analyst on The Social Hive Team at Yum! Brands focusing on global social listening and insight

implementation for KFC, Taco Bell and Pizza Hut. The team has trained over 500 associates worldwide on using a

sophisticated social listening tool for a number of use-cases including: reputation management, marketing, consumer

insights and customer service. Further, The Hive provides real-time insights, analysis, engagement opportunities and

content to the brands and other functions. Andrew also serves on the board of Best Buddies of Kentucky as the

Communications Committee Chair. Previously, he was the Communications Manager for a non-profit organization serving

Indiana. Andrew is an Indiana University School of Journalism Alumni. @AndrewLAshton

Paul Dunay, moderator, is an award-winning B2B marketing expert with more than 20 years’ success in generating

demand and creating buzz for leading technology, consumer products, financial services and professional services

organizations. Paul is the author of five “Dummies” books: Facebook Marketing for Dummies (Wiley 2009), Social Media and

the Contact Center for Dummies (Wiley Custom Publishing 2010), Facebook Advertising for Dummies(Wiley

2010), Facebook Marketing for Dummies 2nd Edition (Wiley 2011) and Facebook Marketing for Dummies 3rd Edition (Wiley

2012). @PaulDunay

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