Community Management: Developing a Social Business Strategy

Community Management:Developing a Social Business Strategy
Lisa Grimm | @lulugrimm
Digital Brand Manager, Mall of America
Bridget Jewell | @bmjewell
PR Manager, Mall of America

Communication: A Brief History

In the future…
Jane Lynch Gatecrashes the Emmy’s

Desired Outcome…
Social media for business isn’t easy, but you have to start somewhere and whatever that place is, it’s right where you need to be.
Take at least one actionable idea away that you can implement in your respective roles.

Community Management:How a Social Business Strategy was Born

We need a social media strategist!

Now what?
Culture
Day-to-day community management; collecting a lot of data; people ‘like’ us
Flying by the seat of our pants
Silos
Strategy/Plan must be developed

Social Business Strategy: Overview
Goals
General intentions and big picture aim
Objectives
Outcomes that represent the achievement of that goal – MUST BE MEASURABLE
Strategy/Tactics
The action plan to reach objective
Pieces and parts of the strategy
Measurement
Data tells a story; what works and what doesn’t

Goals: MOA Social Strategy
Goals
Educate and transfuse Mall of America culture from the inside out to create an army of brand advocates.
Enhance theguest experience throughreal-time communication tools that are simple, fun and engaging for guests.
Generate awarenessand increase sales for tenants and partners.
Reputation Management

Objectives: MOA Social Strategy
Objectives
Increase internal awareness and adoption of social media tools for communication and marketing (G1)
Develop sound digital guest service initiative that solves 500 plus guest issues a year (G2)
Increase social media subscribership (G3):
Grow our Facebook fans by 50% in the next six months (150,000 by 2/2011)
Grow our Twitter followers by 50% in the six months (6,000 by 2/2011)
Earn three traditional media mentions for Mall of America’s social media engagement by 2/2011(G4)

Tactics: MOA Social Strategy
Tactics
Develop social media curriculum and educate internal audiences about social media at Mall of America (G1)
Pilot SMS as Guest Experience tool (G2)
Redevelop content strategy for Fashion Sense blog and relaunch in www.mallofamerica.com. Share content through Facebook and Twitter (G3)
Listen to guests and prospects talking about brand online (G4)

Measurement: MOA Social Strategy
Measurement
Did we develop curriculum and educate? What was the outcome? Survey participants. (G1)
How many guest service issues solved? SMS data. (G2)
Has the blog’s content strategy been redone and does it live in MallofAmerica.com? SCRM data? (G3)
Have we had conversations? What was the tone? Have we been present to preempt or participate in a crisis? SCRM data. (G4)

Measurement – Data Tells a Story

Social Business Stakeholders
The reality of social and digital… it affects EVERYTHING!

EVP
PR
Marketing/Advertising
IT
Events
HR
Guest Experience
Legal
Ops

EVP
PR
Marketing/Advertising
IT
Events
HR
Guest Experience
Legal
Ops
http://blog.prnewswire.com/2011/03/30/earned-media-when-2-2-7/

Case Studies

Community Management FTW! (For the Win)
http://www.aimclearblog.com/2011/05/10/one-social-media-tactic-your-business-must-embrace/

Results
AimClearBlog.com has 25k visitors avg. per month
5,700 Twitter followers
28 Blog Comments
Was sent around the company, including ownership, as an education tool

The Lone Social Icon

The Lone Social Media Icon

Big Secret Parking Party | #BSPP
Mall of America rewards Twitter followers with VIP parking on the business shopping day of the year

Goals
Drive traffic and sales during the holiday season
Garner 100,000 media impressions
Gain three traditional media mentions for use of social media
Generate awareness of MOA’s digital properties

What We Did
96 spots
YouTube
Eventbrite
PitchEngine
Gift bags
Survey Monkey

Results
47 cars participated, 100 people
60% would not have come | 30% spent 300 or more
Twitter followers increase by 11.3%
2 million media impression including:
Web
Print
Radio
TV
Eventbrite: 1,458 views |Pitch Engine: 1,700 views

Media Results
Dec. 15th
Marketing Pilgrim story
193 tweets
Dec. 17th
ClickZ – 450 tweets
30 inbound links
72 Facebook shares, 436 clicks
Dec. 18th
ClickZ – Another 75 tweets
Dec. 20th
ClickZ –Another 119 tweets

Questions?

Integrated Holiday Campaign Workshop
Goal: Drive traffic and sales at Mall of America
Integrated campaign must include:
An Event
Internal and External Communications
Social Component(s)
Ad buy
Each person in group assumes a stakeholder role (EVP, PR, Marketing, Ad, IT, Legal) and one presenter

http://communicationspassionista.com	975
http://mattwoestehoff.com	109
http://2011.mimasummit.org	37
http://a0.twimg.com	2
http://feeds.feedburner.com	2
http://2012.mimasummit.org	2
http://ranksit.com	1

Community Management: Developing a Social Business Strategy

by Mall of America on Oct 12, 2011

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Community Management: Developing a Social Business Strategy — Presentation Transcript