This was created for/presented at the Social Media Plus conference in November of 2011.

1. 5Social Media Things to Keep off Your
“Ugh-we-should-have-done-that”
List
Lindsay Lebresco – Social Media Manager, Lilly Pulitzer

2. And we should listen to you because…
• 5 years experience in corporate social
media strategy & execution
• Launched Newell Rubbermaid SM &
led management through change
including policy creation & roll out
• Background in crisis management &
SM in regulated industries
• I keep being invited back to speak.
Because I’m
adventurous?
Because I met
this guy once?
‘Cause my kids are
super cute?

3. Do these
things and you can expect to avoid:
• Community backlash
• Brand damage
• Personnel issues
• Wasted resources
• Personal shame
1 2 3 4 5

5. Listen
Read
Follow
Watch
Use
Listen

6. Things to listen for…
Community Lexicon

7. Things to listen for…
Opportunities to engage
with or service customers

8. Things to listen for…
Community “Memes”

9. Things to listen for…
Community venues

10. Hate + your brand name
TODAY
TOMORROW

12. Set your goals, create your
strategyand plan.

14. • Goal: Build trust & positivity mentions of the
brand
• Strategy: Humanize the brand and have a
“relationship with the public.”
• Plan: Create a parenting blog, participate in
community as parents first, then employees.
• Result: Positive online brand mentions rose
from 68% positive to 85%; Graco named as Top
10 Big Brands doing social media in 2009
EXAMPLE

15. • Goal: Grow consumer database of females
16-28
• Strategy: Engage & acquire consumer group
on Facebook
• Plan: Create a sorority contest where
consumers can vote for their sorority to win a
custom print
• Result: Acquired 115,000 fans in 2 weeks,
30% growth in 18-24 age bracket
EXAMPLE

16. You’ve
planned.
You know
social media
will help
you meet
your goals.
You’ve
listened.
There’s a
place for
your voice.

17. Ready
to dive
in?
No pressure, but
you do know they’ll
be watching, right?

19. Choose your
Social Media
team
wisely

20. Is this person relatable to my target audience?
Ask these questions:
Are they authentic & trustworthy?How about likable?
Are they passionate about your business?
Are they natural users of social media?
How well do they know your brand & products?
Are they committed to having a conversation?
Can they rally?

21. OH HELL YES! WHO CARES
Has been on Facebook since it was
only for college students
Has a bad ass smartphone
Knows what 2 words comprise the term
“blog”
Follows Conan O'Brien on Twitter
Helped their uncle start a Facebook
page for his pest control company
They’re younger than you… and much
“hipper”
Can text 100 words a minute
Mulit-tasker & solid project
management skills
Seeks out new opportunities in social
& stays on top of what’s happening in
the industry
Experience in using social media
platforms personally; ideally has used
it for business
Team player and is comfortable
working cross-functionally
Has a background in communications
& has good writing skills
Strategic thinker but tactical executer
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22. Identify their responsibilities:
report by Jeremiah Owyang of Altimeter Group. Infographic by Voltier Creative

24. Create a
Social Media
Policy

25. Principles
Policies
Guidelines

26. Roll it out…
New hire
info
packets
Company
meetings
(BRING PIZZA)
Manager
sessions
Great policy resources:
Social Media Business Council
http://www.socialmedia.org/disclosure/
Social Media Governance
http://socialmediagovernance.com/polici
es.php

28. Train &
develop
your team

29. Formal training
Continuing educationTrade Media reading &
circulation
Competitor
& industry news

30. Monthly team
meetings
Incentivized
participation
Recognition for
achievement