Operationalizing social media_mima_workshop_final

Operationalizing Social Media Programs
MIMA Summit Half Day Intensive Workshop 9.27.2010
Kim Callaway, Freschetta® Pizza | Marcus Didion, Bolin Marketing

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.

Overview
Audit
Goal Mapping
Roadmap
Measurement
Advanced Topics

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.

Audit
Triangulate what your audiences are saying and doing online.
Keyword Analysis
Search
Traffic (Compete.com)
Alerts (Google)
“Listening” (Radian, BuzzMetrics, ConsumerSphere)
Basic and advanced tool sets (ComScore)

Audit
Freschetta audit
Worksheet
Activity!

Goal Mapping

Goal Mapping
Map out meaningful links to business goals and audience value to assure alignment and crystallize your approach.

Goal Mapping
Tactic
Tactic
Tactic
Tactic
Tactic
Tactic
Strategy
Strategy
Strategy
Marketing
Goal
Strategy
Business Goal
Marketing
Goal

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

Roadmap

Roadmap
Plan your content activities and anticipated responses to define how you plan to keep you audience engaged over time.
Content Activity Calendar
Guidelines
Response Protocol
When things go wrong

Roadmap: Content Calendar
Worksheet
Activity!

Roadmap: Guidelines
Outline your organizations “rules of the road” for engagement over time.
Brand Manager (Freschetta)
Public Relations (Golin Harris)
Customer Service (Freschetta)
Legal (Freschetta)
Community Manager (Bolin)
Worksheet
Activity!

Roadmap: Response Protocol
Anticipate and plan for your organization’s response for a variety of scenarios.

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!

Roadmap: When things go wrong
Carmex, GetSatisfaction.com

Measurement

Measurement
How do you know when you’re successful? It’s not just the number of fans or followers…
Aggregate numbers
Engagement metrics that ladder to social media impressions
Consumer/user insights
Sales (?)

Measurement
“Is this creating anything valuable for us and our audiences?”
Worksheet
Activity!
Initial Freschetta word cloud
Recent Freschetta word cloud

Advanced Topics

Advanced Topics
Social Customer Relationship Management (sCRM)
Reach to competition
Qualitative insights mining (“Marketing as research”)

Questions?

Thank
You!
mdidion@bolinmarketing.com
kim.callaway@schwans.com

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Operationalizing social media_mima_workshop_final

by Bolin Digital on Sep 27, 2010

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