Thomas Conn

[place your logo here] Rules of Engagement ▪ Company-owned social media channels provide our audience with some of the latest news from and the opportunity to engage in respectful dialogue with fellow customers. ▪ Respect and friendly interaction will be the cornerstone of our approach to all social conversations. These conversations will be moderated and any comments falling outside of these guidelines will be deleted, escalated, or ignored. ▪ Our social channels are a conversational space where we will discuss issues relating to our brand; however, we cannot always talk about all issues. As this is a place for informal conversation, we will not be able to comment on regulatory or legally sensitive issues. ▪ We will read all comments and respond within 2 hours during normal business hours.We may not be able to always respond to all comments or questions, but rest assured that every one will be read. Sometimes it may not be possible for us to respond or comment immediately (especially outside of business hours), but we will do so at the beginning of the next business day. Dos Don’ts ▪ All channels should be reviewed daily. ▪ Manage channels from personal mobile ▪ Any engagement should occur between 8am EST and 10pm EST. ▪ Responses should always be phrased in the brand voice. ▪ Maximum response time not to exceed 2 hours throughout work week. ▪ Do engage with: ▪ Those with brand issues or talking negatively about the brand. ▪ Those who are talking positively about your brand. ▪ Users with large followings to develop relationships with influencers. devices. ▪ Do not engage with: ▪ Fans under age 13 (should not have Internet profiles). ▪ Flagged content from PR (negative news reports/articles, etc.). ▪ Accounts that appear to be robots, spam. ▪ Content that involves illegal activity or thoughts. ▪ Content discussing another brand or person in a negative manner. ▪ Consumer Relationship Builder ▪ Brand Voice Expert ▪ Risk Response Manager Encourage and build relationships with consumers, brand advocates, and followers. Instill loyalty among consumers and advocates. Manage negative comments in a positive way to maintain/rebuild relationships with our consumers. Exemplify the tone and characteristics of the brand voices in every social media message. Continue to build the voice and allow consumers to become more familiar with what the brand represents. Social media has become first point of contact in times of risk. Community Managers much respond in a timely, calm, transparent, and accurate manner with messaging aligned with overall goals of brands/organization. Facebook Instagram Brands share content and engage with consumers as well as run paid advertising with Facebook Ads and access analytics. Consumers can also comment and share content with their friends. A visual platform that’s based entirely on photo and video posts. It’s mobile-optimized but connected to Facebook Business Manager where brands can manage consumer comments and run paid advertising through Facebook Ads. Twitter Pinterest Brands can share 280-character real-time updates with their followers. Consumers can like and retweet the posts as well as engage in conversations using @mentions, replies, and hashtags for categorizing their content. A visually-oriented platform where brands display content, and consumers can save and share by "pinning" digital bulletin boards, which can be organized by category. Key Performance Indicators By the end of Q1 2020, we will: 1 We will achieve a response time goal of 2 hours (during regular business hours). 2 Our Consumer Satisfaction (CSAT) will be 95%. 3 We will streamline our risk/crisis process to decrease response time for escalating contacts. 4 We will add one additional part-time community manager to provide weekend support/coverage. Sandy is a blue-collar mom with two kids and a get-er-done attitude and an all-around hardworking woman. To pay bills, Sandy works a 9-to-5 office job— but work is not her life. It’s her family. On weeknights, she’s her daughter’s uber driver to various after-school activities before coming home for dinner with the family. Weekends are spent catching up on housework or cheering her kids on from the sidelines. She’s a no-nonsense, kidwrangling kind of woman. She does it all and never boast about it. ▪ STRAIGHTFORWARD ▪ Sandy speaks with a smile in her voice, but she never minces words. She’ll give a direct and honest answers every time. ▪ JUGGLER ▪ Sandy has to juggle it all—motherhood, a job, a husband, an active social life, and everything in-between. She’s the multitasking queen ▪ SELFLESS ▪ Sandy is a mom first. She loves being a mom and often sacrifices her “me-time” to spend more time with her family. ▪ GOOD SENSE OF HUMOR ▪ Motherhood is messy, and Sandy love to laugh at what could otherwise be an upsetting situation. She even pokes fun at herself because if you don’t laugh, you just might cry. But she’s never crass or offensive. ▪ CONFIDENT ▪ Sandy is sure of herself; she goes with her gut. Character / Persona Tone -Blue-collar mom w/2 kids - Hard-working woman - Good sense of humor - Resourceful and takes pride in what she does - Doesn’t always seek for perfection – happy with “good enough” - No-nonsense, to-do-listing, get-’er-done, kidwrangling girl - Always with a smile - Never ever brag about herself Language - Real & Simple - Straightforward but conversational - “DIY” language - Will crack a joke every time she can - Straightforward - Confident - Selfless - Funny - Exaggerated* - Never ever brag about herself Sandy Purpose Catch Phrases: “You betcha!” “Oh for goodness sakes!” “Dontcha know.” “Uff da!” “Oh, for Pete’s sake.” - Find ways to get more stuff done faster and simpler - Life isn’t about work, it’s about family User Comment Tone Example of How We Should NOT Respond Examples of How We SHOULD Respond Positive i.e.“We’re a fan”/”We love you” Thanks for being a fan! • Our fans are the best fans, right [name]? • Ah, a fellow [BRAND] lover. Negative But Non-Urgent i.e. “I don’t like you because of [XYZ product experience]” We are disappointed to hear about your experience. Please contact us so we can learn more. Look [name], this doesn’t seem right. You know it. We know it. Let’s talk and figure this out. Negative & Urgent i.e. “Your product hurt me” This experience is not typical. That sounds like a raw deal. Neutral Comment or Suggestion “You should do [xyz suggestion]” We appreciate your feedback and will pass this along. Love your passion, [name]. We’ll keep this in our back pocket. ▪ Everyone talks about the negative side of community management, which is filled with customer service complaints and product quality issues; but what about the fun, brandbuilding side of things? ▪ Community management is such an important piece of the puzzle when it comes to customer conversion and building loyalty because it allows us to talk to people, as people, in a 1:1 environment. ▪ To do this properly, we need to identify the right ways to engage with our audience so they feel valued and the brand interaction matches the level of effort the consumer put forward (not all interactions are created equally). So we broke these interactions into three tiers. Tier 1 Scenario Where Engagement Tips Tier 2 (a) (b) Tier 3 Similar to Tier 2a, but User has shared a Users tagging the brand, or when great image, video or going the image templates work story that aligns with above and beyond to praise with the core values of the the brand the situation brand On a brand page or an On a brand page or an @mention On a brand post or @mention through keyword Tier 1 and 2 Scenarios Tier 1 Scenarios that really search Tier 1 Scenarios that really express express love for the brand love for the brand Personal Message Personal Message Like (Comment/Reply) with Feature (Share/Quote) (Comment/Reply) Templated Image Try not to force the situation to fit the Use sparingly - make available image template sure this Mention the user's first (be selective) is worth the brand name, if it’s available backing Include the user's first Tie the response to name in the image, if it’s Do a quick sweep of something personal about available the user's profile to them (if available, don’t dig make sure we want too deep) Tie the image copy to to endorse this person their comment to make it personal General positive comment about the brand Engagement handling for positive opportunities. 20 ▪ When sharing content created by consumers or involving a 3rd party, always include proper citation. ▪ When to Hashtag ▪ If a campaign, event or partner has a specific hashtag related to the content, use the hashtag in the post. ▪ When an event has multiple hashtags, choose the tag most closely related to the content or the most popular. ▪ When to Mention or Tag ▪ Always @mention or tag the person that you are engaging with. ▪ @Mention or tag any brand partners when referencing them in a post if you are expecting a RT or share. ▪ When starting off a tweet with @mention, remember to put a period in front of the @mention so the tweet will appear in all users’ feeds. ▪ Best Practices ▪ Limit hashtags to 3 to 5 per post. The more hashtags/mentions, the less likely users are to share our content. Strengths Weaknesses •Understanding of Best In Class community management •Developed clearer consumer sentiment reporting •Technology limitations •Global consumers contact US channels Threats Opportunities •Public nature of social media •Speed issues can spread •Mistakes by community managers •Hire part-time community manager •Establish escalation contacts ▪ Hire one more part-time community manager by end of Q1 ▪ Develop new risk/crisis escalation process for review – beginning Q2 ▪ Implement new after-handling survey to measure Customer Satisfaction (CSAT)