As KFC social media community manager, Ginny has transformed herself into the persona of the Colonel, leading creative content development, strategy, engagement, insights and optimization for the brand (with the help of an awesome team). Focusing mostly on the @KFC_Colonel Twitter handle and Facebook page, her overall goal as Community Manager is to get more people talking about and to the brand. And they have. Scouring the Internet for trends, content and fried chicken news, Ginny turns what she finds into memes, images and posts that fans want to share (in near real-time). She identifies influential people talking about the brand (including celebrities, people in the news and fried chicken connoisseurs) and engages with them – to the delight of millions of fans on social. She helps lead the strategic insight, comes up with big ideas for larger campaigns/initiatives, is not afraid to try something new, monitoring what’s working and what’s not to become better moving forward.Ginny has really embraced what it means to fully understand the KFC community and what interests them – besides the delicious and one-of-a-kind taste of KFC fried chicken and sides. Since taking over less than a year ago, Facebook has grown by more than 1.5 million likes and engagement on Twitter has increased by close to 300%. Seeking out and finding shareable content, both within the company and outside of it, led to the most shared piece of content on KFC Facebook (over 27,000 people shared) as well as over 1 million impressions on quirky KFC ecards. On a constant monitoring schedule, Ginny has uncovered celebrities talking about the brand and leveraged their networks to get additional awareness for KFC, including joking around with South Park about their love of gravy, re-posting a One Direction video that included a stop at KFC. She also worked to deliver KFC in real-time to influential followers – an improv group, music producer and musician. Lastly, she doesn’t forget to reward all her followers with regular giveaways and surprise-and-delight programs. All this leads to good press for KFC. Huffington Post Business said the KFC community manager deserves a promotion for a tweet posted, “Eating KFC is like a hug in your mouth." Econsultancy compared KFC’s Twitter handle to McDonald’s and rated KFC as having a more “undulating feed, with more fan RTs, jokes and less stiff promos."
http://econsultancy.com/us/blog/11075-social-media-fast-food-fight-mcdonalds-vs-kfc http://www.huffingtonpost.com/2013/01/22/kfc-hugging-tweet_n_2527058.html https://twitter.com/kfc_colonel/status/291657975855202304 https://www.facebook.com/7144906559/posts/10151155268756560 https://www.facebook.com/photo.php?fbid=10150908324541560&set=pb.7144906559.-2207520000.1360791533&type=3&theater
