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Can’t We All Just Get Along?
            Social Media Success Through In House &
                      Out of House Talent



Bianca Buckridee               Candace McCaffery
AVP, Social Media Engagement   SVP, Director of Social Media & Interactive Services
SunTrust                       Cookerly Public Relations
@blatantlybianca               @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                   PR/Marketing/Agency
      Consumers Expect To Be             Social Media is Earned
       Served                              Media
      Brand Representatives are          Social Media Are News
       the Experts                         Channels
    LOBs/In-House                        Content a Core Skill of PR

      Social Media Reaches               Can Provide Efficiencies,
       Potential/Current Customers         Consistency
      Expertise on Information
The SunTrust Model
       Keys to Successful Collaboration
Strategy First, Tactics Follow
Dialogue                 Information              Service
                         • SunTrust Facebook      • AskSunTrust Twitter
• Live Solid Facebook    • SunTrust Twitter       • SunTrust Facebook
• Live Solid Twitter     • Bank Statements Blog   • 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                          SunTrust
     Editorial Calendar              Content Editing

     Content Development             Information/Expert

     Contest Creation                 Resource
     Daily Posting                   Direct Client Response

     Cross-Platform Marketing        Listening

     Listening
Service & Information:
SunTrust Facebook
Service: @AskSunTrust
Service Roles
 InHouse Leads         Agency

  Listening             Counsel  As Needed
  Identify Issues       Messaging & Content

  Direct Response &      Support
   Resolution            Listening
Collaboration Model
   Third Party System
    for Team
    Collaboration
   Communication,
    Communication,
    Communication
What Works & ………..What Doesn’t
   Approach                         Approach
     Decide Who You Want to Be        Robotic Responses

                                       Retreating When Under Attack
   Conversation
     Know When to Join              Conversation
     Know When to Escalate            Ignoring Feedback

     Know When to Ignore              Ignoring Immediate Issues

     Establish Guidelines
                                     Response Strategy
   Response Strategy                  Taking Comments Personally

     Map Scenarios                    Not Having a Plan

     Align Stakeholders
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
Questions
        candace@cookerly.com
Bianca.buckridee@suntrust.com

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Social success using agency & in-house talent

  • 1. Can’t We All Just Get Along? Social Media Success Through In House & Out of House Talent Bianca Buckridee Candace McCaffery AVP, Social Media Engagement SVP, Director of Social Media & Interactive Services SunTrust Cookerly Public Relations @blatantlybianca @candacemcc
  • 3. The Reality  Who “Owns” the Brand?  Social Media Belongs to the Audience  Collaboration, not Competition
  • 4. 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
  • 5. The Reality: Social Success takes Multiple Departments  Customer Service  PR/Marketing/Agency  Consumers Expect To Be  Social Media is Earned Served Media  Brand Representatives are  Social Media Are News the Experts Channels  LOBs/In-House  Content a Core Skill of PR  Social Media Reaches  Can Provide Efficiencies, Potential/Current Customers Consistency  Expertise on Information
  • 6. The SunTrust Model Keys to Successful Collaboration
  • 8. Dialogue Information Service • SunTrust Facebook • AskSunTrust Twitter • Live Solid Facebook • SunTrust Twitter • SunTrust Facebook • Live Solid Twitter • Bank Statements Blog • Bank Statements Blog Channels that Meet Audience Needs
  • 10. 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
  • 12. Dialogue & Information Roles  Agency  SunTrust  Editorial Calendar  Content Editing  Content Development  Information/Expert  Contest Creation Resource  Daily Posting  Direct Client Response  Cross-Platform Marketing  Listening  Listening
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  • 17. Service Roles  InHouse Leads  Agency  Listening  Counsel As Needed  Identify Issues  Messaging & Content  Direct Response & Support Resolution  Listening
  • 18. Collaboration Model  Third Party System for Team Collaboration  Communication, Communication, Communication
  • 19. What Works & ………..What Doesn’t  Approach  Approach  Decide Who You Want to Be  Robotic Responses  Retreating When Under Attack  Conversation  Know When to Join  Conversation  Know When to Escalate  Ignoring Feedback  Know When to Ignore  Ignoring Immediate Issues  Establish Guidelines  Response Strategy  Response Strategy  Taking Comments Personally  Map Scenarios  Not Having a Plan  Align Stakeholders
  • 20. 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
  • 21. Questions candace@cookerly.com Bianca.buckridee@suntrust.com