Operationalizing social media_mima_workshop_final

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Learn Social Media Marketing and Optimization from Bolin Marketing as presented to the Minnesota Interactive Marketing Association - MIMA.

Learn Social Media Marketing and Optimization from Bolin Marketing as presented to the Minnesota Interactive Marketing Association - MIMA.

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  • Marcus- worked with the Bolin team to map out a process – operationalize- deployment.
  • We’re not going to tell you “why” you should be engaged in social media management. If you’re here, we presume you’ve already determined that social media in some form is valueable for you or your organization.
  • PAUL or MARCUS?
  • Help your organization/stakeholders understand why social media tactics are being brought to bear, etc. Serves as an anchor for all digital tactics, ensures that all tactics are chasing the same goal
  • Example business goal- increase sales by xMarketing goal- drive new product trial and awarenessOnline strategy- search engine marketing targeting unaware audiencesTactic- Google adwords campaign pointing to A/B optimized landing pages with lead capture formsBusiness goals need to be supported by multiple tactics- social media needs to play with other tactics
  • A common question is “how often should you post” – as you start to engage with your community, look at the percentage of users hiding your feed.Mix of content…if you would be interested in it or not
  • Make sure you’re penciling in actual names of people responsible at each step in your process. This enforces accountability and responsibility. [example – boxes: legal, cust service, brand mgr workflow diagram?][How to get buy in within your organization - KIM][note that workflow will change over time – “real world considerations” – KIM]
  • You’re probably going to get a lot of neutral posts, but most activity will be around coupon posts, matter-of-fact items. [ KIM]
  • Paul-CEO is in the box
  • At the end of the day, how do you really know that you’re being successful- only through empirical measures. Mapped back to goals, etc.
  • Paul- we know numbers are important, but we need to think beyond that. For some organizations, using social media as a platform to gain insights/business intelligence. Is
  • Within your organization, what would be seen as success? Conversation? Insights? Numbers? KIM – new Fresh positioning is evident in the new cloud
  • Even beginning tactics in this presentation can be tough to get rollingUnderstanding whyMapping out rolesMeasurementFear of negative conversation (its happening anyways)- what I don’t know cant hurt meSo, once you have all of this material aced, you’re ready for the next step…
  • Paul- Connecting customer habits with what we know about them from a demo/psycho/real time social interation/preferenceIn a targeted and as timely as possible

Transcript

  • 1. Operationalizing Social Media Programs
    MIMA Summit Half Day Intensive Workshop 9.27.2010
    Kim Callaway, Freschetta® Pizza | Marcus Didion, Bolin Marketing
  • 2. Introductions
    Marcus Didion, Senior Account Manager, Bolin Marketing
    Marcus leverages a wealth of client management experience for a variety of clients, including Schwan’s, General Mills, Cargill, Polaris, the University of Minnesota, and Andersen Windows. Throughout his agency experience, he successfully defined and managed technology-based solutions that addressed multiple sales channels and diverse end customers. His ability to manage projects, internal teams and account relationships demonstrates his diverse skill set.
    Kim Callaway, Brand Marketing, Freschetta® Brands
    Kim’s back­ground includes sales, category management, business development, and trade marketing for companies such as General Mills and Schering-Plough. This experience lends itself well to her current role in Brand Marketing for Freschetta Pizza. Over the past year, she led the brand’s foray into social media, implemented programs to generate positive online share of voice, and revamped Freschetta’s web presence. She holds a B.S. in Marketing from Colorado State and an M.B.A. from the University of Minnesota’s Carlson School of Business.
  • 3. Overview
  • What am I going to get out of this?
    We aim to give you an inside view into how to put a social media program together and sustain it over time. We will give you a guideline of practical steps you can put in place to establish and sell this type of program within your organization.
  • 8. Audit
  • 9. Audit
    Triangulate what your audiences are saying and doing online.
    • Keyword Analysis
    • 10. Search
    • 11. Traffic (Compete.com)
    • 12. Alerts (Google)
    • 13. “Listening” (Radian, BuzzMetrics, ConsumerSphere)
    • 14. Basic and advanced tool sets (ComScore)
  • Audit
    Freschetta audit
    Worksheet
    Activity!
  • 15. Goal Mapping
  • 16. Goal Mapping
    Map out meaningful links to business goals and audience value to assure alignment and crystallize your approach.
  • 17. Goal Mapping
    Tactic
    Tactic
    Tactic
    Tactic
    Tactic
    Tactic
    Strategy
    Strategy
    Strategy
    Marketing
    Goal
    Strategy
    Business Goal
    Marketing
    Goal
  • 18. Goal Mapping
    Blogger
    outreach
    tactic
    Tactic
    Tactic
    Tactic
    Tactic
    Mass
    media
    Strategy
    Trade spend
    efficiency
    Worksheet
    Activity!
    Strategy
    Increase household penetration
    Increase
    online
    Share of voice
    Raise awareness
  • 19. Roadmap
  • 20. Roadmap
    Plan your content activities and anticipated responses to define how you plan to keep you audience engaged over time.
    • Content Activity Calendar
    • 21. Guidelines
    • 22. Response Protocol
    • 23. When things go wrong
  • Roadmap: Content Calendar
    Worksheet
    Activity!
  • 24. Roadmap: Guidelines
    Outline your organizations “rules of the road” for engagement over time.
    • Brand Manager (Freschetta)
    • 25. Public Relations (Golin Harris)
    • 26. Customer Service (Freschetta)
    • 27. Legal (Freschetta)
    • 28. Community Manager (Bolin)
    Worksheet
    Activity!
  • 29. Roadmap: Response Protocol
    Anticipate and plan for your organization’s response for a variety of scenarios.
  • 30. Roadmap: Response Protocol
    Anticipate and list hot button posts that your organization is going to need to be prepared for (people are already talking about these online and your boss is going to ask!)
    Positive Post: My _______ worked great and I love_________.
    Neutral Post: My________ was okay and__________.
    Negative Post: My________ fell apart and I hate__________.
    Worksheet
    Activity!
  • 31. Roadmap: When things go wrong
    Carmex, GetSatisfaction.com
  • 32. Measurement
  • 33. Measurement
    How do you know when you’re successful? It’s not just the number of fans or followers…
    • Aggregate numbers
    • 34. Engagement metrics that ladder to social media impressions
    • 35. Consumer/user insights
    • 36. Sales (?)
  • Measurement
    “Is this creating anything valuable for us and our audiences?”
    Worksheet
    Activity!
    Initial Freschetta word cloud
    Recent Freschetta word cloud
  • 37. Advanced Topics
  • 38. Advanced Topics
    • Social Customer Relationship Management (sCRM)
    • 39. Reach to competition
    • 40. Qualitative insights mining (“Marketing as research”)
  • Questions?
  • 41. Thank
    You!
    mdidion@bolinmarketing.com
    kim.callaway@schwans.com