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U bevindt zich hier: Home1 / Community Management2 / Copywriting3 / Shell Retail

Shell Retail

Done in: 2018.2019 / Customer: Shell Retail / Task: Community management / Using: Sprinklr

Community management

One of the daily activities as a Community manager was handling all incoming issues on running social media campaigns, estimating where the priorities lie and either reply, flag and/or escalate.

Moderation

In other words, I was moderating all channels for Shell Retail Netherlands. To be exact: Facebook, Twitter and (dark posts via) Instagram – through a Customer Experience Management (CXM) platform called Sprinklr.

Social media moderation refers to user generated content and community management. To moderate involves listening, escalating and responding to content on company owned and controlled social sites, such as a community forum, news site, live event, or a brand’s Facebook page

[BRON: BLOG]

If you are curious about the origin of the roles and responsibilities of a contemporary community manager, I invite you to read my blog:

BLOG...

& Copywriting

Whilst being responsible for the correct handling of all communications and optimizing responses, I was also asked regularly to translate or write captions. That’s where copywriting comes into play.

Response sheets

To run all communications appropriately, with the right tone-of-voice, I made frequent use of a variety of tools. Response sheets for instance. A response sheet is an overview of all incoming and outgoing communications, flagged issues and how-to-handle quick escalations. Using these sheets is an ‘ongoing process’, and very useful when reporting back to the client.

Content calendar

Next to this, I needed to stay ahead of the game by knowing what was going on in the marketplace and/or upcoming campaigns – luckily Shell crafted content calendars for this.

Summarizing, with multiple campaigns running simultaneously, I was going back and forth between the Global community manager, Head of digital marketing retail, Customer Service and Campaign manager(s). It was my duty to keep the quality of our responses high. So before going out with any kind of posting, I’d do one last check on the post, which I would then publish via Sprinklr or natively. See screen grabs underneath.

13

Months

Campagnes

Here is a small selection of the campaigns to which I have contributed (Dutch):

  • Deli by Shell – Wortelwrap
  • Miles & Me – Verrassing!
  • Mile & Me – Historic GP
  • Miles & Me – WIN Lipton
  • Deli by Shell – Heatwave

Or maybe you have seen one of the *AON (always on) advertisement pass by for Barista coffee, fresh sandwiches, the notorious car wash promotion or the transition to E10. In conclusion, enough to do for Shell.

Learn more
47

Campaigns

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