BlogWell: How Big Brands Use Social Media is an amazing series of events presented by SocialMedia.org that features 8 great case studies in corporate social media. To learn more, visit socialmedia.org/blogwell/.

To view the slide presentation in this video, visit wom.us/WegjX7.
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In their BlogWell Chicago presentation, Reebok's Brand Engagement & Media Manager, Tyler Bahl, and Brand Engagement Coordinator, Angela Scibelli, share how they consolidated their platforms and got fit for social.

Tyler and Angela talk about all that they did to round up over 350 social media accounts related to their brand and restructure them to be managed globally and supported locally.
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Below is live coverage from the event:

— Angela and Tyler say that to appreciate where current strategy is at that history is valuable. “Run Easy” campaign in order to counter the “go hard” mentality of the other brands in the marketplace and created an interactive website around “going easy” while running with deep ties into Facebook with over 80K registered users and a Facebook running group with over 16k folks. Yet Mashable predicted that the efforts would dissapear. They were right, the website came down shortly thereafter…

— Two years later they launched “Easy Tone” for ladies and a year later “Zig Tech” for men (in Europe in particular) but markets were a bit fragmented.

— When Tyler came in, the social I.D. was also fragmented with brand pages (in particular on Facebook) for products in particular and not just the brand as a whole. Tyler led a brand audit to capture as much info as possible to audit not only the brand but also the competitors. Does the page match the brand? Were there pages that existed that were not created by brand and if so what void did if fill?

— They did all the heavy lifting (not an agency or vendor) so they could really understand where they were and a living document that came out of it. A great resource for the company.

— The effort was to restructure and be globally owned but locally supported.

— For them it was no longer just about listening it was about engaging — they found that they were good at starting a conversation but not at continuing them…

— They rolled up all their pages on Facebook into three consumer led brand pages.

- One as global brand, and one each for women in particular and one for “classics” line.

— They worked with Facebook to rollup the pages.

— They did the same thing with YouTube — created a customized channel that matched the categories above and each market can geo-tag content for local needs. It is submitted for approval first.

— For Twitter, the handles are still out there (because roll-up not supported by Twitter) but they focus on the same three categories as for Facebook and YouTube. reesha.re/ is their key along with QRs generated.

— The end result was that there was one dashboard they could look at for analytics and measurment. In particular they also said that protecting the data was key for them (as opposed to bit.ly which is public.) They use a single tool for posting and reviewing content as well.

— They note that the most important thing is that it is not a one size fits all structure, given market size, categories, internal structure it was best for them, but without internal audit having been done by themselves they would never have been able to plan.

Q&A:

Q: How do you balance audit manager needs, those who had their own pages and are desirous to dominate content flow, while controllling a large brand page?

A: We have rules for the amount of content that can be posted and it is managed via content calendar. Biggest hurdle is “can I get this up today?” type issues and needs to be coordinated via individual managers.

Q: During the audit, did you use tools? Have you been successful in keeping new Twitter accounts from emerging if not part of big brand?

A: No tools. Looked at tools, but really just searched manually. Great learning experience. I terms of new accounts, Twitter — yes. We also monitor YouTube to take content down that needs to be taken down. Facebook and Pinterest has helped with names that popped up too.

Q: How do you manange the need for live content along with the content calendar? Is realtime part of content strategy?

A: Yes, when we recognize value in realtime events, we can move on that right away even if it isn’t a part of the calendar. Guidelines are a tough line to walk in terms of what can or can be posted. There is always a risk, but conversations are ongoing with legal about that.

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