last night a dj rocked your brand - ragan communications2017 ragan brand storytelling & content...

Last Night a DJ Rocked Your Brand

2017 Ragan Brand Storytelling & Content Marketing Conference

Curtis Midkiff, Southwest Airlines Social Business Team@clmidkiff

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?uestlove (The Roots) DJ Jazzy Jeff

A Few of My Favorite DJs

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My Current DJ Gig

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We are ALL Brand DJs!

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Content Mix MusicHumorNewsInfo

Videos, Emails, Texts, Social Posts, Ads,

Goal AudienceEngagement

Audience Engagement

Actions DanceListenBuy

EngagementReachConversionsSales

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We are ALL Brand DJs!

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What’s your #BrandDJ Name?

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DJ Lesson #1

Listen!Listen!Listen!

• Set up a social-listening system that turns noise into Customers’ voices

• Identify key social opportunities so you respond to Customers in real time

• Learn more about your Customers/audience to keep your brand relevant

• Create audience connections that get more powerful brand loyalty

• Use Customer stories to promote your business

• Activate real-time marketing to surpass business goals

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Fuel your business and deliver real-time results

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Social Listening

Content Development and Curation

Social Customer

Care

Measurement and Monitoring

Social Listening “fuels” what we do!

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DJ Lesson # 2Have a plan but be flexible

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@briestrickland

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Transactional

Operational

Reputational

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?

Are you prepared to ADAPT?

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?

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Our “SNAP” decision

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DJ Lesson #3The Moment….

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DJ Lesson #3The Moment….

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A Day in the Life of a Brand DJ….

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Arrive at work in the Listening Center

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9:30 AM Standup Meeting

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- Storytelling opportunities

- User-generated content

- Real-time marketing opportunities

- Customer feedback

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- Real-time opportunities need to be first

priority

- The quicker, the better

- Engage and activate before the moment

is gone

- Engage with Customer

- Social Customer Advocate Program turns

our best Customers into brand

ambassadors

- Request permission to amplify

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- Featuring Employees in social content

gives your brand a face

- Make sure your messaging ladders up to

a broader theme or objective

- Be willing to go all out for a great story

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5 Million+ people reached!

Coverage in over 20 local, regional and international outlets including:

6:00 PM – Whataburger & Southwest surprise Customers

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Lilly’s Day at Baltimore Airport-Create a meaningful experience for an internal Customer-Capture a story that inspires your social audience-Convey a message that supports a broader objective

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Topics

Questions?

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Topics

Let’s Stay Connected!

Twitter: @clmidkiffEmail: curtis.midkiff@wnco.com