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#SEJThinkTank@TheBigDebowski
• Search Engine Journal
• HyperDisk Marketing
• Social Hospitality
#SEJThinkTank@TheBigDebowski
3TAKEAWAYS
How to identify your buyer
personaHow to handle customer
service issues on social
media
How to create a unique
social media campaign
#SEJThinkTank@TheBigDebowski
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
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
TOOLS FOR IDENTIFYING PERSONAS
#SEJThinkTank
• MakeMyPersona.com
• UpCloseandPersona.com
• UsersBox.com
• Site-
Seeker.com/target/person
as/
@TheBigDebowski
CASE STUDY: FOUR SEASONS
#SEJThinkTank@TheBigDebowski
CASE STUDY: FOUR SEASONS
#SEJThinkTank@TheBigDebowski
CASE STUDY: FOUR SEASONS
#SEJThinkTank@TheBigDebowski
CASE STUDY: FOUR SEASONS
#SEJThinkTank@TheBigDebowski
CASE STUDY: FOUR SEASONS
#SEJThinkTank@TheBigDebowski
CASE STUDY: FOUR SEASONS
#SEJThinkTank@TheBigDebowski
CASE STUDY: TACO BELL
#SEJThinkTank@TheBigDebowski
POLL
#SEJThinkTank@TheBigDebowski
Have you done research on your target audience?
Yes
No
Yes, but not in an official capacity
#SEJThinkTank@TheBigDebowski
SOCIAL MEDIA CASE STUDIESUSAA Interactive Installation At Army-Navy Game
MVP Interactive created an on-site interactive experience for the 115th USAA Army-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
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
SOCIAL MEDIA CASE STUDIES
#SEJThinkTank@TheBigDebowski
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
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
SOCIAL MEDIA CASE STUDIES
#SEJThinkTank@TheBigDebowski
#SEJThinkTank@TheBigDebowski
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
CASE STUDY: XFINITY
Two weeks?
Personalized response
#SEJThinkTank@TheBigDebowski
CASE STUDY: MCDONALDS
Slow response time
Link to explanation
#SEJThinkTank@TheBigDebowski
CASE STUDY: AMY’S BAKING CO.
Criticizing fanbase
They are NOT freaking out… in all caps… dropping F bombs
Vulgarity
#SEJThinkTank@TheBigDebowski
#SEJThinkTank@TheBigDebowski
POLL
#SEJThinkTank@TheBigDebowski
Do you have a plan in place for handling a social
media crisis?
Yes
No
No, but I plan to now
CONCLUSION
How to identify your buyer
personaHow to handle customer
service issues on social
media
How to create a unique
social media campaign
#SEJThinkTank@TheBigDebowski
