In her presentation for our SEJThinkTank webinar series, Debbie talks about how big brands can create unique campaigns, combine event and social marketing, and handle crisis with ease. Good for brand both big and small!
3. 3TAKEAWAYS
How to identify your buyer
persona
How to handle customer
service issues on social
media
How to create a unique
social media campaign
#SEJThinkTank@TheBigDebowski
4. What is a persona? The Buyer Persona Manifesto defines a persona as “an archetype,
a composite picture of the real people who buy, or might buy, products like the ones you
sell.”
Simply put, they are your ideal customer.
#SEJThinkTank@TheBigDebowski
5. IDENTIFYING PERSONAS
Why do you need online personas? There are
several reasons why having clearly defined
online personas are important.
1. Greater Understanding
2. Improved Messaging
3. Better Insight
#SEJThinkTank@TheBigDebowski
6. TOOLS FOR IDENTIFYING PERSONAS
#SEJThinkTank
• MakeMyPersona.com
• UpCloseandPersona.com
• UsersBox.com
• Site-
Seeker.com/target/person
as/
@TheBigDebowski
16. SOCIAL MEDIA CASE STUDIES
USAA Interactive Installation At Army-Navy Game
MVP Interactive created an on-site interactive experience for the 115th USAAArmy-Navy Game at
M&T Bank Stadium
• Green screen photo stations
• Football-themed background
• Social media sharing stations
• Images projected on a large LED
streaming social wall
#SEJThinkTank@TheBigDebowski
17. Results:
• Over 1,500 photos taken
• Engagement times with campaign elements
ranged from 45 to 110 seconds
• 2,000 emails were sent
• 7,000 people viewed the promotions
• 67,418 social impressions were generated
SOCIAL MEDIA CASE STUDIES
#SEJThinkTank@TheBigDebowski
19. AT&T Be the Fan
• AT&T launched a season-long #BeTheFan
campaign starring Modern Family star Eric Stonestreet.
• As ‘Coach,’ Stonestreet issued weekly gameday challenges
to fans that they could respond to by uploading social
media content on Twitter, Vine & Instagram with
the #BeTheFan hashtag.
• The challenges and winning fan photos were featured
at ATTBeTheFan.com.
SOCIAL MEDIA CASE STUDIES
#SEJThinkTank@TheBigDebowski
20. AT&T Be the Fan
Results:
• 80%-plus higher engagement rate on Twitter
• 400% increase in sweepstakes entries over the past year
• Social conversations were up 271% over the previous period
• 200 million consumers engaged in the program across all of the
social networks
SOCIAL MEDIA CASE STUDIES
#SEJThinkTank@TheBigDebowski
23. HOW TO HANDLE A SOCIAL MEDIA CRISIS
Three types of crises:
1. Customer service issues
2. You screwed up
3. You’re being shady
What to do:
• Take responsibility
• Respond and clarify in a timely manner
• Consider the best platforms
#SEJThinkTank@TheBigDebowski
29. CONCLUSION
How to identify your buyer
persona
How to handle customer
service issues on social
media
How to create a unique
social media campaign
#SEJThinkTank@TheBigDebowski