My Presentation from Pubcon SFIMA 2016.

1. Social & Community Engagement
Melissa Fach

2. Melissa Fach - @SEOAware
• Social Community Manager at Pubcon
• B.A. Psych, M.A. Mental Health
• Consultant
• Writer
• Twitter Addict
• Community Jedi at AuthorityLabs

3. Company Personality or Persona

4. Fact:
You can’t create and
keep brand advocates
without consistency.

5. Keeping Engagement Consistent

6. To be able to effectively “engage” for the long term there must be
strategies and protocols first.

7. Brand Continuity
No matter who is running social the overall feeling company
from the company is consistent for customers.

8. Your Team

9. Choosing team members
• Experience and people skills are critical
• People that truly care about people & feelings.
• Like-minded individuals with very similar core values.
• Team that wants the same things = a strong team.

10. Your Team
• Team feeling.
• Support is needed.
• Willingness to go the extra mile.
• Doing what is best for the brand is #1
priority.

11. Your Community Team Members Are Your Brand Guardians

12. Consistency is KEY!
• Crisis Management
• Complaints
• Trolls
• User Error
• Support / Help
• Community Support
• Questions
• Requests
• Suggestions
• Billing

13. Jerk-Weed & Crisis Management Planning

14. Crisis Management
How you handle a crisis will determine
whether or not your keep your audience!
Brainstorm and plan!
Everyone needs to be on the same page!

15. No Tweets!

16. Steer them offline!

17. How to Engage

18. Be real, be a human...show compassion.

19. Humor Works!

20. An image shows effort…(have them ready)

21. @SEOAware

22. @SEOAware

23. @SEOAware

24. Make people
feel an
emotion…

25. KLM Airlines
278,756 Shares
7.3K Comments
-----
Who sees the fail?
@SEOAware

26. @SEOAware

27. Provide something they need or want!

28. @SEOAware

29. Tasty met a need…
• Was created on August 9 2015.
• Videos are very professional
As of Feb 15 - 38,556,909 people like this page - 6 months!
Compare:
• New York Times - 10,727,544
• Marvel - 21,726,876
• Metallica - 37,493,980
As of today
40,512,347

30. @SEOAware

31. What does your audience like you for?
@SEOAware

32. 4,565
comments

33. Some business are hard to market - get creative!
@SEOAware

36. Choose your platforms carefully!
• How much customer service do you want to provide via social?
• How often will you monitor?
• Have plans in place for negativity?
• Will you be disputed?
• How much time do you have to manage?
People LOVE to complain via social media!
@SEOAware

37. 107 negative
unanswered
comments.

38. Compare to Twitter
@SEOAware

39. Customer Service via social tips:
Validate feelings.
• “We understand your frustration”
• “We totally understand & appreciate
the feedback.”
• “Oh no! How can we help?”

40. Remember these are humans!
• Even tough guys have a bad day!
• Most of the time the anger isn’t
about you!
• They deserve a respectful
response!
• Don’t type until you are calm.

41. Don’t engage with the trolls, you WILL NOT win!

42. Angry People

43. You are being watched!
Stay Calm
Steer it offline – email or DM.
#Respond quickly.
If they refuse remember that you are
representing a brand.
Fill in your team.

45. Remember, everyone is offended nowadays,
social media sharing and discussion is harder than ever.

46. It is me! Melissa - @SEOAware

47. Image credits
Slides
1.
2. http://www.wallpaperup.com/227105/Darth_Vader_My_Little_Pony_Fluttershy.html
3. http://cdn.pcwallart.com/images/kitten-wallpaper-4.jpg
4. https://toyswillbetoys.files.wordpress.com/2012/11/big.jpeg
5.
6. http://www.superbwallpapers.com/movies/the-incredible-hulk-16885/
7. http://wallpaperswide.com/iron_man_3___the_generation_of_suits-wallpapers.html
9. http://www.gameforsave.com/wp-content/uploads/2015/07/deadpool.png
10. http://images3.alphacoders.com/451/45159.jpg
11. http://i1.wp.com/bitcast-a-sm.bitgravity.com/slashfilm/wp/wp-content/images/Screen-Shot-2015-07-13-at-11.59.35-AM.png
12. http://fullhdpictures.com/wp-content/uploads/2015/12/Funny-Kitten-Wallpaper.jpg
13. http://www.hdwallpapers.in/loki_in_thor_2-wallpapers.html
14. http://www.superbwallpapers.com/thor/
15. http://2.bp.blogspot.com/-ciHzTs8NZWw/UPmxR76oojI/AAAAAAAAAHw/73khP1fV-70/s1600/Daryl-Dixon-HD-Wallpaper_Super-
Hd.jpg
16. https://twitter.com/VancityReynolds/status/696683103201452032
17.
23. http://img.lum.dolimg.com/v1/images/mustafar-bio-7_df3adc25.jpeg?region=0%2C0%2C1280%2C720
25. http://www.wallpapersxl.com/wallpapers/1920x1080/aaron-paul/353566/aaron-paul-cranston-walter-white-jesse-pinkman-
353566.jpg
33.
34. http://www.hd-wallpapersdownload.com/upload/dog-wallpaper/baby-dogs-pics-cute-wallpaper.jpg
37
38.Cat jacket http://hdwallpaperbackgrounds.net/wp-content/uploads/2015/11/Funny-Cat-Wallpapers-HD.jpg