Madlen NicolausSenior Marketing & Community Manager Salesforce Marketing Cloud EMEA

@madleeeen

BE STRUCTURED

1. Defined Goals

2. Social Media Policy/Social Media Guidelines

3. Social Media Playbook

4. Content Marketing Plan

5. Pre-approved messages from your PR team

6. Monitoring Tool

LISTEN FIRST

• Get to know your audience.

• Where do they hang out?

• What communities already exist?

• Find your brand evangelists or advocates.

CREATE A DEDICATED COMMUNITY TEAM

Our Radian6 Community team

acts as a bridge – from outside

to inside, from you to us, and

even among ourselves.

We are there to help, answer

questions, participate in

conversations, and make a

human connection from our

company to the people we

serve.

SHOW THE PEOPLE BEHIND THE BRAND

• Reply quickly

• Always reply to questions

• Be friendly and helpful

• Event if you don’t have the answer straight away

• Disclose the times your community managers are active

• Give people a voice

ENGAGE – ONLINE

Starve the trolls – they are

not worth your time!

Whatever happens,

keep calmand never ever react

emotionally.

Admit mistakes and

apologize.

KEEP CALM

ENGAGE – OFFLINE

• Attend Community Events, Meet-Ups, BarCamps

• Organize your own events – invite your key influencers &

community members

• Develop different layers of content

• Create a Content Engine (everything starts with an eBook)

• Make content worth sharing: Simplicity, Surprise, Concrete,

Credible, Emotional, Stories

CREATE SHAREABLE CONTENT

• Recognize and feed the loyal

members

• They can be a real treasure

• E.g. we have “Thank you

Thursday’s” on Facebook

RECOGNIZE LOYAL MEMBERS

MEASURE SUCCESS

- Set up a measuring system to be

able to judge if you met your goals

- Use different layers of KPI settings

• KPI’s with direct impact on the

business objectives

• KPI’s with direct impact on the

marketing objectives

• KPI’s related to conversations

Thank you!Q&A