SOCIALMEDIA.ORG
CASE STUDIES
Member Meeting 32
Chicago, 6-15-2014
Learn more about Member Meetings
socialmedia.org/meeting...
Social @ Olive Garden
Presented by @justinsikora
Social @ Olive Garden: What We Know
Social @ Olive Garden: Where We Were
Social @ Olive Garden: How We Were Staffed
Olive Garden
Brand Marketing
3rd
Party
Guest RelationsPublic Relations
Employee...
How We Evolved: I. Shifted Ownership
Public Relations
Director
Public Relations
Manager
Influencer Relations
& Outreach
Me...
How We Evolved: II. Embedded Our CMs
Public Relations
Director
Social Media Mgr.Public Relations
Manager
Community Mgr.
Co...
How We Evolved: II. Embedded Our CMs
How We Evolved: II. Embedded Our CMs
Public Relations
Director
Social Media Mgr.Public Relations
Manager
Community Mgr.
Co...
How We Evolved: III. Partnered w/ GR
Public Relations
Director
Social Media Mgr.Public Relations
Manager
Community Mgr.
So...
How We Evolved: III. Partnered w/ GR
We brought them in early – before we took over.
We made them part of the decision-mak...
How We Evolved: IV. Got On The Map
How We Evolved: V. Adjusted Our Focus
We redefined when we’re on.
We evolved our content.
We refined our approach to paid....
Social @ Olive Garden: The Shift
How can social benefit us?
How can we use social to benefit our guests?
Average Organic Engagement Rate +200%
Average Paid Engagement Rate +205%
Average CPC 1/3
Average Organic Interactions +436...
Social @ Olive Garden: Guest Recovery
It’s nice to know that you guys actually
care about your customers, thank you!
Jeane...
Social @ Olive Garden: Education & Advocacy
Social @ Olive Garden: Surprise & Delights
Social @ Olive Garden: Influencer Outreach
Social @ Olive Garden: Trend Surfing
Social @ Olive Garden: HR/Training Impact
Social @ Olive Garden: Operational Insights
Social @ Olive Garden: What We Know
@OliveGarden
@justinsikora
Learn more about past and
upcoming Member Meetings
socialmedia.org/meetings
SOCIALMEDIA.ORG
CASE STUDIES
Member Meeting 32...
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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 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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Darden: Social at Olive Garden, presented by Justin Sikora

  1. 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. 2. Social @ Olive Garden Presented by @justinsikora
  3. 3. Social @ Olive Garden: What We Know
  4. 4. Social @ Olive Garden: Where We Were
  5. 5. Social @ Olive Garden: How We Were Staffed Olive Garden Brand Marketing 3rd Party Guest RelationsPublic Relations Employee Relations Operations & Training
  6. 6. How We Evolved: I. Shifted Ownership Public Relations Director Public Relations Manager Influencer Relations & Outreach Media Relations: Local & National Program Development
  7. 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. 8. How We Evolved: II. Embedded Our CMs
  9. 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. 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. 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. 12. How We Evolved: IV. Got On The Map
  13. 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. 14. Social @ Olive Garden: The Shift How can social benefit us? How can we use social to benefit our guests?
  15. 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. 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. 17. Social @ Olive Garden: Education & Advocacy
  18. 18. Social @ Olive Garden: Surprise & Delights
  19. 19. Social @ Olive Garden: Influencer Outreach
  20. 20. Social @ Olive Garden: Trend Surfing
  21. 21. Social @ Olive Garden: HR/Training Impact
  22. 22. Social @ Olive Garden: Operational Insights
  23. 23. Social @ Olive Garden: What We Know
  24. 24. @OliveGarden @justinsikora
  25. 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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