6. BARTENDERS OF BRANDS
Attitude sets the
tone of a
customers/brand
interaction
How we serve will
impact the
customer journey
We’re the one
crafting the
cocktails
7.
8. To be excellent social media
marketers, we should improve
our bartending skills
9. SKILLS WE’LL TALK ABOUT
TODAY
BARTENDER
• The bartender attitude
• Acing customer service
• Crafting cocktails
SOCIAL MEDIA
MARKETER
• Distilling brand values
• Action-oriented identities
• Crafting experience-centric
content
11. WHAT ARE YOUR
BRAND VALUES?
What is your mission
statement?
What principles guide
your work?
How can you values
define your brand’s
unique integrity?
12. HOW VALUES MANIFEST IN
SOCIAL
WHAT WE SAY
• Creating content
WHAT WE DO
• Sharing other’s content
• Replying to a message
• Engaging with another’s post
• Responding to current events
26. CLOSE OUT YOUR TABS
Evaluate your actions
qualitatively
Track your relationships
and nurture them
Align performance
metrics with the custo
journey
27. Maya Angelou
“I've learned that people will forget what
you said, people will forget what you
did, but people will never forget how
you made them feel.”
29. SOURCES CITED
• Delta Assist
• Bartell Drugs
• Windows Insider Program
• Google Marketing
Notas do Editor
Hello!
Thank you for coming today. I was a little bummed that my sessions was scheduled to compete with the Cannabis session. People were forced to pick their poison.
Everything I need to know about social media I learned as a bartender.
How many of you, show of hands, have worked in the service industry, as a server or bartender. Great, about half
Ok how many of you have ever been to a bar?
Great! So we all have the proper background information for understanding this metaphor.
Everything I need to know about social media I learned as a bartender.
How many of you, show of hands, have worked in the service industry, as a server or bartender. Great, about half
Ok how many of you have ever been to a bar?
Great! So we all have the proper background information for understanding this metaphor.
Because we get to drink at work :P
JK DON’T DRINK AND TWEET
Let’s think about what goes into a bar
There’s a lot that makes up a bar. There’s a developer who had the idea to build the bar. There’s was an architect who designed the bar. A designer who selected furniture and decor. A buyer who chose what beverages to stock, a manager who keeps it running. And then there’s a bartender. And no matter how much money and planning went into every other aspect of the establishment, the entire brand experience is distilled through one individual — the bartender.
Social media is the only place where a brand can act as a person.
When it’s the other way around, it has less of an impact. A flight attendant or customer service rep, I understand that I am interacting with a person who is adhering to a brand, but isn’t themselves the brand.
So that’s what we’re going to talk about, how we can improve our skills
FOR EXAMPLE
Each person can have multiple profiles that they use in vastly different ways
Create content that is centered around the customer journey
Where is it most contextually appropriate to deliver these messages?
Where in the customer journey will they be when they are seeing these messages?
Often on SM, customers are not at the point of purchase, simply because they are engaged in the activity of being on Instagram
Evaluate content success based on where it aligns with the customer journey
I’m a social media data junkie and I could do a separate presentation on Social Metrics along
Our world is becoming more data driven by the minute. More and more we are required to support decisions with data.
Education is driven by standardized tests.
Companies are searching for ways to optimize through data. I could do a whole separate presentation on social metrics alone.
But we are in a unique time. Customer operations and customer service is naturally migrating to social media channels.
When service meant a bartender mixing a drink for a patron, that model was easier. One bartender, one customer, and a finite number or drinks per minute.
But anyone who has called Comcast customer service can attest that scaling that model and delivering excellent customer service to a multitude of customers is an extremely difficult thing to do..
But if we can differentiate by placing value on this thing that’s difficult to measure, we could beat out our competition by earning the loyalty of the next generation of customers
Did an action demonstrate a brand value?
What will you do next to grow your super fans?
See: Impressions, Think: Engagements, Do: Conversions/Clicks Care: Relationship/Loyalty
I leave you with this
On social media, people will forget what we said and did almost instantly. It’s true. Like can you remember the last status you liked was?
People will forget faster than almost any other space.
So as social media marketers, maybe it’s time we place more value
On how we make people feel.
Delta Assist
@DeltaAssist Twitter
Bartell Drugs
@Bartell Drugs, Twitter & Instagram
Windows Insider Program
https://blogs.windows.com/windowsexperience/2014/09/30/announcing-windows-10/#EspvH7WFtegjCpxa.97
https://blogs.windows.com/windowsexperience/2014/10/01/join-the-windows-insider-program-and-get-the-windows-10-technical-preview/#LLLg6Z5CsUimmOQK.97
https://www.neowin.net/news/microsoft-says-there-are-now-7-million-windows-insiders
Google Marketing
https://www.thinkwithgoogle.com