11:15 — Cale Johnson introduces National Geographic’s Brendan Hart.
11:16 — Brendan starts his session on how to be awesome on Twitter and Facebook. Some key questions:
1. How do I grow my followers?
2. What kind of content should I post?
3. What’s the point?
11:17 — Conversation between National Geographic and a customer now moves from customer to customer. Here are some strategic foundations for National Geographic’s approach:
1. Facebook and Twitter are 2 different platforms.
2. Build the core team around your authentic voice.
3. Define your unique consumer-proposition.
4. Have a fan-first contact strategy.
5. ROI is a critical focus
6. Paid vs. organic growth
11:19 –Facebook tactics that work:
1. Know your audience — what are Facebook insights telling you?
2. Test different types of content — what drives the most likes or comments?
3. How does popular & conversational content align with your marketing priorities?
4. How is Facebook best used to amplify your multi-channel marketing mix?
11:22 –Twitter tactics that work:
1. Increase your frequency vs. other social outposts
2. Be provocative.
3. Engage your followers
1. Not every tweet is a good Facebook post.
2. Let the feedback from one channel optimize content on the other.
3. Give consumers a real benefit.
11:24 –Three key lessons:
1. Feedback is key to being awesome.
2. Tracking & testing should drive your content and promotions strategy.
3. Developing your voice is key to building loyal followers.
11:25 –In the end, you have to realize:
1. SM is not an advertising format
2. Gimmicks don’t build loyalty
3. There’s no transitive property — if it works on one platform, it may not work on others.
Love this live coverage? It’s all thanks to the fantastically fantastic blogging of David Polinchock.
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