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Presentation delivered at Digital Atlanta 2011, highlighting the success of SunTrust in social media marketing by using a collaborative approach between agency and in-house staff.
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Can’t We All Just Get Along? Social Media Success Through In House &
Out of House Talent
Bianca Buckridee AVP, Social Media Engagement SunTrust @blatantlybianca
Candace McCaffery SVP, Director of Social Media & Interactive Services Cookerly Public Relations @candacemcc
The Debate
The Reality
Who “Owns” the Brand?
Social Media Belongs to the Audience
Collaboration, not Competition
The Reality: Social Media Takes Time & Resources
70% of Brands Don’t respond to Customer Complaints on Twitter
95% of Facebook Wall Posts Not Answered by Brands
The Reality: Social Success takes Multiple Departments
Customer Service
Consumers Expect To Be Served
Brand Representatives are the Experts
LOBs/In-House
Social Media Reaches Potential/Current Customers
Expertise on Information
PR/Marketing/Agency
Social Media is Earned Media
Social Media Are News Channels
Content a Core Skill of PR
Can Provide Efficiencies, Consistency
The SunTrust Model Keys to Successful Collaboration
Strategy First, Tactics Follow
Dialogue
• Live Solid Facebook
• Live Solid Twitter
Information • SunTrust Facebook
• SunTrust Twitter
• Bank Statements Blog
Service • AskSunTrust Twitter
• SunTrust Facebook
• Bank Statements Blog
Channels that Meet Audience Needs
Live Solid Facebook
Live Solid Facebook
Daily discussion topics and posts fueled by the brand average 80,000+
impressions/day
“Tip of the Day” garner highest engagement
Fans have shared that they like the simple, actionable advice the tips provide
SunTrust Enters the Conversation
Dialogue & Information Roles
Agency
Editorial Calendar
Content Development
Contest Creation
Daily Posting
Cross-Platform Marketing
Listening
SunTrust
Content Editing
Information/Expert Resource
Direct Client Response
Listening
Serv
ice
& In
form
atio
n:
Sun
Tru
st F
aceb
oo
k
Serv
ice:
@A
skSu
nTr
ust
Service Roles
In House Leads
Listening
Identify Issues
Direct Response & Resolution
Agency
Counsel As Needed
Messaging & Content Support
Listening
Collaboration Model
Third Party System for Team Collaboration
Communication, Communication, Communication
What Works & ………..What Doesn’t Approach
Decide Who You Want to Be
Conversation
Know When to Join
Know When to Escalate
Know When to Ignore
Establish Guidelines
Response Strategy
Map Scenarios
Align Stakeholders
Approach
Robotic Responses
Retreating When Under Attack
Conversation
Ignoring Feedback
Ignoring Immediate Issues
Response Strategy
Taking Comments Personally
Not Having a Plan
Keys to Success
Lead based on channel use, interactions
Adapt content strategy and schedule to each need
Dialogue
Information
Service
Find tools to fit your situation
