This week, Ashley and I attended the January AAF-Dallas luncheon entitled “Social Media Marketing: What Are the Future Factors for Success?” The discussion was moderated by John Lee, who worked in various Dallas advertising agencies for over 20 years before starting his own consulting firm. We heard from Gabrielle de Papp, Vice President of Corporate Public Relations at Neiman Marcus, about the company’s overall approach to social media. Gabrielle oversees media relations, events, social media and charitable giving for the Dallas-based luxury retailer.
A few key takeaways from Gabrielle that I think are important to keep in mind:
- A brand or company using social media has to take the bad with the good – For example: leave positive and negative posts on Facebook.
- Bloggers are journalists who expect to be treated with respect when being pitched for content. (Also interesting to hear how Neiman Marcus is activating bloggers in unique ways through events such as SXSW)
- Social media is HR, PR, marketing, customer service, etc. – and all departments must have a stake in it.
- Customers now consider 10 pieces of info before making decision, up from five in 2011.
- Give your fans something to look forward to, something they associate with your brand on that social media platform.
- And last, but not least, keep your content interesting: Neiman’s customers care the most about shoes, handbags, drinking and animals according to Gabrielle.
While none of these points are earth-shattering, I think they are important to think through while developing a social media strategy in order to ensure a successful social media presence for your brand.
Overall, great event from AAF – Dallas and we look forward to the next one.