Jencey Keeton says the journey to her social career started with her background in live entertainment.
Social is real time, it's relevant, and it's sending a message every single day. Consistency and making sure you're almost always on is important.
As a musician in electro-pop band, French 75, and former member of Smile Smile, SocialMedia.org member Jencey says social was the one channel that could connect them directly with fans. Similar to her musical career, her role at Fossil focuses on the same connection to fans, real-time engagement, and promotion through social — just for big brands.
She's also worked for large non-profit venues, hosting an average of 400 shows a year. That meant answering a lot of questions, monitoring feedback, and posting content in real time.
“With social you have to cover a lot more pieces than just marketing. It's also about customer care, branding, and just being someone's friend at the same time.”
For example, when a couple of fans created a Facebook group to bring back Fossil's Watch Collector's Club, Jencey's team invited them to visit Fossil headquarters. They gave them a tour and original sketches and blueprints to some watch designs.
Within Fossil's Center of Excellence, Jencey worked with licensed brands like Diesel, Michael Kors, and Zodiac.
She says that experience has given her a more rounded view of the brand as a whole and their social media ecosystem.
“No matter what the brand, at the core you have to figure out how to show a true expression of your brand. Social is real time, it's relevant, and it's sending a message every single day. Consistency and making sure you're almost always on is important,” she says.
“Right now, the focus of Fossil in social is to pretty much respond to everything,” Jencey says.
“If you're going to take the time to engage and support the brand, we're going to be there to meet you.”
That takes a team of five working on social engagement seven days a week, from around 7:00 AM to 9:00 PM. Plus, partnering with their in-house creative team and editorial team.
She says with a strong culture of creativity at Fossil, they're able to pitch more forward-thinking ideas and get approval much easier. Currently, Jencey's interested in leveraging channels like Snapchat and Vine to show behind-the-scenes footage of the brand.
She's also careful to keep a global perspective on Fossil's social strategy.
“We're maturing and growing within some of our older channels, and since the brand's been established for over 30 years, we're expanding in other markets as well,” she explains.
For example, Jencey's team is also looking into ways to join Weibo and WeChat in China and reach their massive audience base in India.
“People tend to look at their brand pages from a local point of view. But when you realize the amount of fans you have globally, that changes the content strategy and the way you're growing the brand in social.”
Looking ahead, Jencey says she's most interested in the rise of social influencers.
On her social media blog, Social Yum Yum, Jencey has interviewed design studios like Vallee Duhamel on not just their work with brands like Samsung, but also what it's like to be an artist in a world where more brands are seeking them out for partnerships.
“In a short amount of time, influencers have created this bubble, and I think that bubble's going to burst at any point. I'm interested to see what the next evolution of messaging is for brands that's going to happen in the next two to three years.”