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Darden: Social at Olive Garden, presented by Justin Sikora

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In his SocialMedia.org Member Meeting case study presentation, Darden's Director of Brand Building Public Relations, Justin Sikora, talks about how Olive Garden revamped its social media team to bring …

In his SocialMedia.org Member Meeting case study presentation, Darden's Director of Brand Building Public Relations, Justin Sikora, talks about how Olive Garden revamped its social media team to bring the restaurant experience online.

Justin explains the five steps they took to re-activate their social media strategy and the results after implementing the new program.

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  • 1. SOCIALMEDIA.ORG CASE STUDIES Member Meeting 32 Chicago, 6-15-2014 Learn more about Member Meetings socialmedia.org/meetings SOC IALMEDIA. ORG MEM B ER MEETIN G 32 CHICA GO Darden Justin Sikora Social at Olive Garden
  • 2. Social @ Olive Garden Presented by @justinsikora
  • 3. Social @ Olive Garden: What We Know
  • 4. Social @ Olive Garden: Where We Were
  • 5. Social @ Olive Garden: How We Were Staffed Olive Garden Brand Marketing 3rd Party Guest RelationsPublic Relations Employee Relations Operations & Training
  • 6. How We Evolved: I. Shifted Ownership Public Relations Director Public Relations Manager Influencer Relations & Outreach Media Relations: Local & National Program Development
  • 7. How We Evolved: II. Embedded Our CMs Public Relations Director Social Media Mgr.Public Relations Manager Community Mgr. Content Development & Implementation Influencer Relations & Outreach Paid/Amplification Media Relations: Local & National Program Development
  • 8. How We Evolved: II. Embedded Our CMs
  • 9. How We Evolved: II. Embedded Our CMs Public Relations Director Social Media Mgr.Public Relations Manager Community Mgr. Content Development & Implementation Influencer Relations & Outreach Paid/Amplification Media Relations: Local & National Program Development
  • 10. How We Evolved: III. Partnered w/ GR Public Relations Director Social Media Mgr.Public Relations Manager Community Mgr. Social GR Guest Relations Director Content Development & Implementation Guest Recovery Guest Advocacy Influencer Relations & Outreach Real-Time Engagement Social Listening Paid/Amplification Social GR Media Relations: Local & National Program Development
  • 11. How We Evolved: III. Partnered w/ GR We brought them in early – before we took over. We made them part of the decision-making process. We championed their skill set. We gave them all the credit.
  • 12. How We Evolved: IV. Got On The Map
  • 13. How We Evolved: V. Adjusted Our Focus We redefined when we’re on. We evolved our content. We refined our approach to paid. We put listening & talking at the top of our to-do list.
  • 14. Social @ Olive Garden: The Shift How can social benefit us? How can we use social to benefit our guests?
  • 15. Average Organic Engagement Rate +200% Average Paid Engagement Rate +205% Average CPC 1/3 Average Organic Interactions +436% Average Paid Interactions +322% Average Interactions +142% Social @ Olive Garden: Quantitative Results
  • 16. Social @ Olive Garden: Guest Recovery It’s nice to know that you guys actually care about your customers, thank you! Jeanette Diaz Ronald Trachet I will try your restaurant again and will update my review accordingly. a Thank you for your quick response. Customer Service is one of your company’s strong points.
  • 17. Social @ Olive Garden: Education & Advocacy
  • 18. Social @ Olive Garden: Surprise & Delights
  • 19. Social @ Olive Garden: Influencer Outreach
  • 20. Social @ Olive Garden: Trend Surfing
  • 21. Social @ Olive Garden: HR/Training Impact
  • 22. Social @ Olive Garden: Operational Insights
  • 23. Social @ Olive Garden: What We Know
  • 24. @OliveGarden @justinsikora
  • 25. Learn more about past and upcoming Member Meetings socialmedia.org/meetings SOCIALMEDIA.ORG CASE STUDIES Member Meeting 32 Chicago, 6-15-2014 Learn more about Member Meetings socialmedia.org/meetings SOC IALMEDIA. ORG MEM B ER MEETIN G 32 CHICA GO

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