In the next hour you’ll learn….<br /><ul><li>Case Studies
Planning Tools
Sample Policies
Free Analytic Tools
Industry Best Practices </li></li></ul><li>
blanc burgers + bottles <br />Goal:<br />Generate word of mouth buzz through first person testimonials and provide outlet(...
Proactive <br />website<br />twitter<br />Facebook<br />Earned Media<br />2010 Best Burger<br />KC Magazine<br />New Resta...
Reactive<br />Yelp<br />Open Table<br /> Awards<br />UrbanSpoon<br />Location Based Media <br />Local Partnerships<br />On...
Get Started.<br />Research<br />Plan<br />Delegate <br />Collaborate<br />Assess <br />
Research<br />Resources<br /><ul><li>SWOT
Hire Consultant
Marketing Blogs
Industry Publications
Expert Opinion(s)
Professional Networking</li></ul>Observation<br />Formal Study<br />Existing Info<br />
Get Started.<br />Research<br />Plan<br />Delegate <br />Collaborate<br />Assess <br />
Get Started.<br />Research<br />Plan<br />Delegate <br />Collaborate<br />Assess <br />Who should be responsible for socia...
Centralized<br /><ul><li>Planned
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A simple guide to getting started with social media. Highlights restaurant industry case study success with social media. Original content from Ami Bensman of Market Taste as well as borrowed content and best practices from experts Chris Brogan and Jeremiah Owyang.

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  • ) introduction to social media marketing. Brief History, industrial revolution – massive consumption &amp; broad messaging to targeted, specific messaging.
  • Introduction of case studies. Begin Blanc description. Estimated Time:
  • Case StudiesA look at businesses using social media correctly and those who aren&apos;tPlanning Tools for creating a strategy your own social media strategy that works with your business planSample policies for effective collaboration and crisis managementFree tools to measure analytics and other metrics to determine ROIIndustry best practices and Q&amp;A to take your social media efforts to the next level
  • Ami
  • Ami
  • Ami
  • Why should you delegate and collaborate?To help avoid a common pitfall of relegating social media to Gen Y or adminstrators.To help avoid a common pitfall of social media falling off the radar because “it’s someone else’s job.”Avoid silos and ensure all areas of business get promoted.Instigate ownership, accountability, and enthusiasm across multiple departments/team members.Ensure the voice of your social media presence reflects the voice and strategy of your brand.Protect your best interested by educating and empowering trusted and invested team members.Believe it or not, getting started with delegation and collaboration starts by looking inside your organization with some honest and difficult questions:What is the trust level between your colleagues/employees/department heads?How are decisions and marketing content advanced through your organization for approval? Is there a lot of red tape or are employees empowered to make the call?How well does your team understand your target market?How secure are your brand standards, style guides, and social media policies? Do you have a crisis management plan?Answering these types of questions will help you decide what type of delegation and collaboration structure will work best with your business operations…
  • Centralized delegation &amp; collaborationLooks like what you might see in corporate environments where a “social media manager” oversees a team of employees tasked with carrying out a content creation and distribution scheduleMight include strict policies and/or approval process for employees to complete postsIndividual employees/departments are responsible for the reporting and performance Collaboration is relatively limited and may include ensuring each department/team member knows what the other teams are doing
  • Organic delegation and collaborationIs the most organic and allows for the most collaborationRequires a high level of trust because all members of the team are operating on the same plane of responsibility, accountability, and freedomDepartments/employees face least threat of becoming siloed but can become unorganized if you’re not carefulReporting and analytics are biggest challenges, be sure to utilize project management software with assignment functions to ensure nothing slips through the cracks If you add new members to the team, be sure they get acclimated; done well this is an amazingly effective method but can be difficult to teach, track, and include newcomers into the club
  • SLikea mix of Centralized and organicInstead of a “manager” in an office, it employs more of a servant leader-by-example who sets the standards, policies, procedures, etc.Business units/departments/employees operate with more empowerment than in the centralized model and with more individualized assignments and accountability than in the organic model
  • SarahAvoid the silo! There’s nothing “social” about managing various legs of social media in a vaccum. Use project management software such as Hootsuite (for a basic starter platform), Manymoon, Basecamp, etc. to:Keep all team members up to date on what’s going on. Things change every minute with social media so everyone needs to be in the know.Assign customer/potential customer interaction to a subject matter expert.Maintain consistent messaging across all social media vehicles.Don’t forget to include team members who AREN’T responsible for social media directly – make sure social media initiatives are integrated into your traditional marketing, PR, advertising, promotional, and communications plans.To help with your collaboration efforts, consider creating social media policies for your team. The intensity of this policy may depend on a few details about your business, such as:How many employees are working on your social media marketing effortsHow many of your employees utilize social media for their own personal brand promotionWhat type of delegation and collaboration model you plan to useThe sensitivity of the information your team will be sharing via social media
  • Ami
  • Sarah
  • Application: The social media policy applies to multi-media, social networking sites, blogs, wikis, and industry-specific community sites where the employee outwardly represents the company. Transparency: Employees representing the company on any platform must fully disclose their employment with the company. Non-Disclosure: Employees participating in social media may not share any information about the company that is proprietary or confidential. Respect: Social media posts must adhere to copyright, privacy, fair use, and all the other laws that ensure the company, its clients, potential clients, competitors, and employees are treated respectfully online. Brand Standards: Social media content should follow the company’s brand standards and style guide to ensure the consistent representation through logos, trademarks, font choices, color schemes, as well as content and tone of voice. Approval: Company posts created by the employee can be subject to approval before publication. The company reserves the right to request certain subjects be avoided or for certain posts or comments to be removed. Crisis Management: Follow a pre-designed flow-chart of crisis responses based on the severity of the conflict, ranging from issues such as customer complaints all the way up to serious company mishaps that can jeopardize your brand and your business. A guide for drafting your own social media policy can be found on both our websites after today’s luncheon.
  • Get Started. Get Better.

    1. 1.
    2. 2. In the next hour you’ll learn….<br /><ul><li>Case Studies
    3. 3. Planning Tools
    4. 4. Sample Policies
    5. 5. Free Analytic Tools
    6. 6. Industry Best Practices </li></li></ul><li>
    7. 7. blanc burgers + bottles <br />Goal:<br />Generate word of mouth buzz through first person testimonials and provide outlet(s) tofacilitate conversations. <br />
    8. 8. Proactive <br />website<br />twitter<br />Facebook<br />Earned Media<br />2010 Best Burger<br />KC Magazine<br />New Restaurants<br />Chef Bio<br />Food Network<br />
    9. 9. Reactive<br />Yelp<br />Open Table<br /> Awards<br />UrbanSpoon<br />Location Based Media <br />Local Partnerships<br />Online Magazines<br />Groupon<br />Get Started.<br />Blogs<br />
    10. 10. Get Started.<br />Research<br />Plan<br />Delegate <br />Collaborate<br />Assess <br />
    11. 11. Research<br />Resources<br /><ul><li>SWOT
    12. 12. Survey
    13. 13. Hire Consultant
    14. 14. Marketing Blogs
    15. 15. Industry Publications
    16. 16. Indices
    17. 17. Subscriptions
    18. 18. Expert Opinion(s)
    19. 19. Forums
    20. 20. Professional Networking</li></ul>Observation<br />Formal Study<br />Existing Info<br />
    21. 21. Get Started.<br />Research<br />Plan<br />Delegate <br />Collaborate<br />Assess <br />
    22. 22.
    23. 23. Get Started.<br />Research<br />Plan<br />Delegate <br />Collaborate<br />Assess <br />Who should be responsible for social media marketing within your organization? <br />
    24. 24.
    25. 25. Centralized<br /><ul><li>Planned
    26. 26. Managed
    27. 27. Accountability & reporting</li></ul>CourtesyofJeremiahOwyang<br />
    28. 28. Organic<br /><ul><li>Organic growth
    29. 29. Experimental
    30. 30. Not coordinated
    31. 31. High trust</li></ul>CourtesyofJeremiahOwyang<br />
    32. 32. Coordinated<br /><ul><li>One hub sets standards
    33. 33. Business units undertake own efforts
    34. 34. Spreads widely around the organization
    35. 35. Takes time</li></ul>CourtesyofJeremiahOwyang<br />
    36. 36. Get Started.<br />Research<br />Plan<br />Delegate <br />Collaborate<br />Assess <br />
    37. 37. Get Started.<br />Research<br />Plan<br />Delegate <br />Collaborate<br />Assess <br />
    38. 38. Free Tools for ROI<br />Google Alerts<br />Google Analytics<br />Hootsuite<br />Tweetdeck<br />Mashable<br />Insights<br />Twitter Klout <br />MailChimp<br />Did you meet your objectives? <br />Demo/Geo/Socio <br />Social Media Monitoring<br />Coupon Redemption<br />
    39. 39. Policies<br /><ul><li>Community
    40. 40. Internal
    41. 41. Crisis Management</li></li></ul><li>Application<br />Transparency<br />Non-Disclosure<br />Respect<br />Brand Standards<br />Approval<br />Backup Plan<br />Social Media Policies<br />
    42. 42. Get Better.<br />Assessment<br />Automation<br />Measuring Results<br />Tweaking Actions<br />Next Steps<br />
    43. 43. Get Better.<br />Assessment<br />Automation<br />Measuring Results<br />Tweaking Actions<br />Next Steps<br />
    44. 44. Understand the online habits of your target audience.<br />Give then take. <br />After publishing original content on any platform, update your other profiles and optimize content.<br />Monitor all social media platforms every day so that you don’t miss an opportunity to engage with the community. <br />Follow a content creation & distribution plan.<br />Social Media Best Practices Tips<br />
    45. 45.
    46. 46. General Social Media Rules<br /><ul><li>Talk about other brands 12 times as much as your own
    47. 47. Be positive
    48. 48. Respect
    49. 49. Promote local business
    50. 50. Find your voice & use it – don’t be gimicky
    51. 51. Be social! Engage regularly and build relationships. </li>