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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.
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Bringing your social media strategy to life Michele Wingate, social media manager
@michelewingate
@michelewingate
Why use social media?
Recruitment, stewardship
Relationship building
Storytelling
Transparency
Get feedback
Cost effective
@michelewingate
Increase donations
Source: MDG Advertising
@michelewingate
GivingTuesday.org
@michelewingate
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
Your social media goals
Humanize your brand.
Increase awareness.
Generate engagement.
Drive action.
What else?
@michelewingate
We protect dreams
@michelewingate
Our social media strategy
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.
Building and maintaining long-term relationships with
customers and prospects engaging them with the brand.
@michelewingate
Strong stories spur action
Source: Waggener Edstrom
@michelewingate
Strong stories spur action
Source: Waggener Edstrom
@michelewingate
Celebrate
@michelewingate
Celebrate
@michelewingate
Protect
@michelewingate
Protect
@michelewingate
Inspire
PTAT
1048
@michelewingate
Be relevant
PTAT
2,034
@michelewingate
#fighthunger
@michelewingate
People connected with the story
@michelewingate
Twitter influencers shared our story
Impressions:
302,011
Impressions:
1,605,703
@michelewingate
Customer email
900,000 sent
22% open rate
+9,000 new likes
@michelewingate
Social media community responded
Love. Proud. First-class. Wonderful. Thank you.
@michelewingate
Highest. Engagement. Ever.
53% engagement
@michelewingate
#30daysofthanks
59% engagement
@michelewingate
Tw it t e r
@michelewingate
Who do I follow?
Volunteers
Donors Local leaders
Local media
Other non-profits
@michelewingate
What do I tweet?
Source: Mark
@michelewingate
What do I tweet?
Add your voice to larger conversations.
Find + organize relevant content.
Find people to follow.
Start conversations.
#donate
#volunteer
#madison
@michelewingate
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
Got any Twitter best practices?
Auto DM.
Cross-post to other social networks.
Protect your tweets.
Automate everything.
Ignore negative feedback.
Buy followers.
@michelewingate
Favorite tools: Hootsuite
@michelewingate
Favorite tools: Twitter lists
@michelewingate
Thank you!
Michele Wingate
mwingate@amfam.com
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