Community Management: Developing a Social Business Strategy

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Community management as a discipline is constantly evolving. What used to be the moderation of forums, blogs, Facebook pages, Twitter, (insert social tool here) is fast becoming a highly strategic and developed marketplace. On the corporate business-to-consumer side, community management may live within corporate communications, but the tactics involved and effects of real-time mediums on the organization as a whole largely affects everything. At Mall of America, community management is in a growth phase from the former to developing social business practices that function much like any other department within the organization. In this workshop, Lisa Grimm and Bridget Jewell of Mall of America will offer several case studies that show how community management and social business is affecting the organization. In addition, we will draft a faux community engagement strategy as a group so that attendees can take away practical application of topics covered in the workshop.

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  • Irony that internet and tech is bringing us further than closer… I would argue that it’s doing a little bit of both and this is why…
  • Mass media modernized comunication, which is amazing in its own right, but also has ramifications that we’re really seeing today.
  • Pretty damn funny, but how it brings into focus what we want to talk about today. Times have a changed, but a lot of leaders and businesses want to continue living in yesterday instead of today and tomorrow. Individuals are trained that this is how we communicated, which means that the effects of this show up in businesses – businesses using communication mediums as they have been trained to – as push channels and not those to have conversations with people.
  • We’re going to be going over a lot of stuff today. We hope to articulate, through many illustrative examples and our story, what the entrance into social media and process of social business looks like - in hopes that what we’ve learned so far will help you in your social media plans.
  • We want to share a few stories with you about how getting involved in social networking began at Mall of America. In 2008, Facebook (first month as a page, 15,000 fans), 2009 Twitter, #MOAPARKING (CNN spawned to join, CNN covered #moaparking) What it was like in the ‘early days’; how there wasn’t really some grand master plan, rather the desire and curiosity to test some of these tools. Blog in fall 2009 (BTS campaign), integration into the website in late 2010, now seeing 30,000 views/month on average. I’m a PR person, now doing social on top of traditional, trying to continue to enhance the guest experience. People wanted to talk to us…realization occurs… we need a social strategist. What was the hiring process like? How to screen, what dept. the person fits in… Lisa joins the team.
  • We want to share a few stories with you about how getting involved in social networking began at Mall of America. In 2008, Facebook (first month as a page, 15,000 fans), 2009 Twitter, #MOAPARKING (CNN spawned to join, CNN covered #moaparking) What it was like in the ‘early days’; how there wasn’t really some grand master plan, rather the desire and curiosity to test some of these tools. Blog in fall 2009 (BTS campaign), integration into the website in late 2010, now seeing 30,000 views/month on average. I’m a PR person, now doing social on top of traditional, trying to continue to enhance the guest experience. People wanted to talk to us…realization occurs… we need a social strategist. What was the hiring process like? How to screen, what dept. the person fits in… Lisa joins the team.
  • We want to share a few stories with you about how getting involved in social networking began at Mall of America. In 2008, Facebook (first month as a page, 15,000 fans), 2009 Twitter, #MOAPARKING (CNN spawned to join, CNN covered #moaparking) What it was like in the ‘early days’; how there wasn’t really some grand master plan, rather the desire and curiosity to test some of these tools. Blog in fall 2009 (BTS campaign), integration into the website in late 2010, now seeing 30,000 views/month on average. I’m a PR person, now doing social on top of traditional, trying to continue to enhance the guest experience. People wanted to talk to us…realization occurs… we need a social strategist. What was the hiring process like? How to screen, what dept. the person fits in… Lisa joins the team.
  • We want to share a few stories with you about how getting involved in social networking began at Mall of America. In 2008, Facebook (first month as a page, 15,000 fans), 2009 Twitter, #MOAPARKING (CNN spawned to join, CNN covered #moaparking) What it was like in the ‘early days’; how there wasn’t really some grand master plan, rather the desire and curiosity to test some of these tools. Blog in fall 2009 (BTS campaign), integration into the website in late 2010, now seeing 30,000 views/month on average. I’m a PR person, now doing social on top of traditional, trying to continue to enhance the guest experience. People wanted to talk to us…realization occurs… we need a social strategist. What was the hiring process like? How to screen, what dept. the person fits in… Lisa joins the team.
  • We want to share a few stories with you about how getting involved in social networking began at Mall of America. In 2008, Facebook (first month as a page, 15,000 fans), 2009 Twitter, #MOAPARKING (CNN spawned to join, CNN covered #moaparking) What it was like in the ‘early days’; how there wasn’t really some grand master plan, rather the desire and curiosity to test some of these tools. Blog in fall 2009 (BTS campaign), integration into the website in late 2010, now seeing 30,000 views/month on average. I’m a PR person, now doing social on top of traditional, trying to continue to enhance the guest experience. People wanted to talk to us…realization occurs… we need a social strategist. What was the hiring process like? How to screen, what dept. the person fits in… Lisa joins the team.
  • Killing Kittens deck. How does all of this lay over our business objectives
  • MUST LAY OVER MARCOMM AND BUSINESS GOALS – THIS IS NOT A BOLT ON… We really approached this with a good old 10-step PR Plan. It is my belief that most things can be solved by using one. Strategic planning is important, but I think it needs to be recognized here that plans change based on implementation and reactions. It’s just good to have a structure to which you stick to – and modify based on learning's as you move along. When I got to Mall of America, I took a look at the awesome foundation that had been laid and got to work developing social media strategy. I want to share a 10,000 foot view of that today, but first I want to define steps of the planning process so that it is further solidified when we go through MOA’s strategy. Goals are your general intentions, the big picture aims. Your objectives are the outcomes that represent achievement of that goal. Strategies are the action plans you’ll execute to reach the objective. Tactics are the pieces and parts of the strategy.
  • Driving sales and traffic at MOA is the overarching goal for every single employee. This goal has numerous objectives and tactics that fit within it, but it’s the primary purpose for all of us to fulfill. When I set out to determine what were among the most important things, I used that main goal and our business objectives as my guide. Elaborate on all of these and explain their purpose.
  • Emphasize the measurability of these. It’s very easy to set them up
  • We are very tactic driven at MOA in everything we do. It took a while to take a step back and realize that while we are tactic-driven, we had tactics already in place that were reaching our goals, we just didn’t talk about it like that until Lisa stepped in and made us do the formal plan which has now lead to a more cohesive thought process for the team.
  • The really great thing about real-time communication mediums is that the data is immediate. The measurement of programs is easier now than ever, and far more accurate, as you know that eyeballs have actually seen your content, or are traveling to your business, or have an experience with your product or service, or …Google AnalyticsFacebook insightsSocial Customer Relationship Management (SCRM)FoursquareYelpTrip AdvisorYouTubeFlickrMobile
  • We’ve come full circle here. Conversations online – in real-time – have created an organizational shift, creating a sort of desiloing of activities. Talk about the realties of this; the good and the bad; how it is working within the company and what the future outlook. Share how we are working to solidify council of folks whose involvement is crucial in successful social business. This is HARD!
  • We’ve come full circle here. Conversations online – in real-time – have created an organizational shift, creating a sort of desiloing of activities. Talk about the realties of this; the good and the bad; how it is working within the company and what the future outlook. Share how we are working to solidify council of folks whose involvement is crucial in successful social business. This is HARD!
  • We’ve come full circle here. Conversations online – in real-time – have created an organizational shift, creating a sort of desiloing of activities. Talk about the realties of this; the good and the bad; how it is working within the company and what the future outlook. Share how we are working to solidify council of folks whose involvement is crucial in successful social business. This is HARD!
  • What does this mean to you? If you see these, represented by a brand, are you going to get on your computer and seek out the brand on Facebook, Twitter, and so on? What drives us…
  • CONTEXT
  • CONTEXT
  • CONTEXT
  • Challenge: Parking during the holidays#MOAParking 2009; Rewarding loyalty
  • Explain this and hand out a one sheet that gives a better framework.
  • Community Management: Developing a Social Business Strategy

    1. 1. Community Management:Developing a Social Business Strategy<br />Lisa Grimm | @lulugrimm<br />Digital Brand Manager, Mall of America<br />Bridget Jewell | @bmjewell<br />PR Manager, Mall of America<br />
    2. 2. Communication: A Brief History<br />
    3. 3. In the future… <br />Jane Lynch Gatecrashes the Emmy’s<br />
    4. 4. Desired Outcome… <br /><ul><li>Social media for business isn’t easy, but you have to start somewhere and whatever that place is, it’s right where you need to be.
    5. 5. Take at least one actionable idea away that you can implement in your respective roles. </li></li></ul><li>Community Management:How a Social Business Strategy was Born <br />
    6. 6. Community Management:How a Social Business Strategy was Born <br />
    7. 7. Community Management:How a Social Business Strategy was Born <br />
    8. 8. Community Management:How a Social Business Strategy was Born <br />
    9. 9. Community Management:How a Social Business Strategy was Born <br />We need a social media strategist! <br />
    10. 10. Community Management:How a Social Business Strategy was Born <br />Now what? <br /><ul><li>Culture
    11. 11. Day-to-day community management; collecting a lot of data; people ‘like’ us
    12. 12. Flying by the seat of our pants
    13. 13. Silos
    14. 14. Strategy/Plan must be developed</li></li></ul><li>Social Business Strategy: Overview<br />Goals<br />General intentions and big picture aim<br />Objectives<br />Outcomes that represent the achievement of that goal – MUST BE MEASURABLE<br />Strategy/Tactics<br />The action plan to reach objective<br />Pieces and parts of the strategy<br />Measurement<br />Data tells a story; what works and what doesn’t<br />
    15. 15. Goals: MOA Social Strategy<br />Goals<br />Educate and transfuse Mall of America culture from the inside out to create an army of brand advocates.<br />Enhance theguest experience throughreal-time communication tools that are simple, fun and engaging for guests. <br />Generate awarenessand increase sales for tenants and partners. <br />Reputation Management<br />
    16. 16. Objectives: MOA Social Strategy<br />Objectives<br /><ul><li>Increase internal awareness and adoption of social media tools for communication and marketing (G1)
    17. 17. Develop sound digital guest service initiative that solves 500 plus guest issues a year (G2)
    18. 18. Increase social media subscribership (G3):
    19. 19. Grow our Facebook fans by 50% in the next six months (150,000 by 2/2011)
    20. 20. Grow our Twitter followers by 50% in the six months (6,000 by 2/2011)
    21. 21. Earn three traditional media mentions for Mall of America’s social media engagement by 2/2011(G4)</li></li></ul><li>Tactics: MOA Social Strategy<br />Tactics<br />Develop social media curriculum and educate internal audiences about social media at Mall of America (G1)<br />Pilot SMS as Guest Experience tool (G2)<br />Redevelop content strategy for Fashion Sense blog and relaunch in www.mallofamerica.com. Share content through Facebook and Twitter (G3)<br />Listen to guests and prospects talking about brand online (G4)<br />
    22. 22. Measurement: MOA Social Strategy<br />Measurement<br />Did we develop curriculum and educate? What was the outcome? Survey participants. (G1)<br />How many guest service issues solved? SMS data. (G2)<br />Has the blog’s content strategy been redone and does it live in MallofAmerica.com? SCRM data? (G3)<br />Have we had conversations? What was the tone? Have we been present to preempt or participate in a crisis? SCRM data. (G4)<br />
    23. 23. Measurement – Data Tells a Story<br />
    24. 24. Social Business Stakeholders<br />The reality of social and digital… it affects EVERYTHING! <br />
    25. 25. Social Business Stakeholders<br /><ul><li>EVP
    26. 26. PR
    27. 27. Marketing/Advertising
    28. 28. IT
    29. 29. Events
    30. 30. HR
    31. 31. Guest Experience
    32. 32. Legal
    33. 33. Ops</li></li></ul><li>Social Business Stakeholders<br /><ul><li>EVP
    34. 34. PR
    35. 35. Marketing/Advertising
    36. 36. IT
    37. 37. Events
    38. 38. HR
    39. 39. Guest Experience
    40. 40. Legal
    41. 41. Ops</li></ul>http://blog.prnewswire.com/2011/03/30/earned-media-when-2-2-7/<br />
    42. 42. Case Studies<br />
    43. 43. Community Management FTW! (For the Win)<br />http://www.aimclearblog.com/2011/05/10/one-social-media-tactic-your-business-must-embrace/<br />
    44. 44. Community Management FTW! (For the Win)<br />http://www.aimclearblog.com/2011/05/10/one-social-media-tactic-your-business-must-embrace/<br />
    45. 45. Community Management FTW! (For the Win)<br />
    46. 46. Community Management FTW! (For the Win)<br />
    47. 47. Community Management FTW! (For the Win)<br />Results<br />AimClearBlog.com has 25k visitors avg. per month<br />5,700 Twitter followers<br />28 Blog Comments<br />Was sent around the company, including ownership, as an education tool <br />
    48. 48. The Lone Social Icon<br />
    49. 49. The Lone Social Media Icon <br />
    50. 50. The Lone Social Media Icon <br />
    51. 51. The Lone Social Media Icon <br />
    52. 52. Big Secret Parking Party | #BSPP<br />Mall of America rewards Twitter followers with VIP parking on the business shopping day of the year<br />
    53. 53. Goals<br /><ul><li>Drive traffic and sales during the holiday season
    54. 54. Garner 100,000 media impressions
    55. 55. Gain three traditional media mentions for use of social media
    56. 56. Generate awareness of MOA’s digital properties </li></li></ul><li>What We Did<br /><ul><li>96 spots
    57. 57. YouTube
    58. 58. Eventbrite
    59. 59. PitchEngine
    60. 60. Gift bags
    61. 61. Survey Monkey</li></li></ul><li>Results<br /><ul><li>47 cars participated, 100 people
    62. 62. 60% would not have come | 30% spent 300 or more
    63. 63. Twitter followers increase by 11.3%
    64. 64. 2 million media impression including:
    65. 65. Web
    66. 66. Print
    67. 67. Radio
    68. 68. TV
    69. 69. Eventbrite: 1,458 views |Pitch Engine: 1,700 views</li></li></ul><li>Media Results<br /><ul><li>Dec. 15th
    70. 70. Marketing Pilgrim story
    71. 71. 193 tweets
    72. 72. Dec. 17th
    73. 73. ClickZ – 450 tweets
    74. 74. 30 inbound links
    75. 75. 72 Facebook shares, 436 clicks
    76. 76. Dec. 18th
    77. 77. ClickZ – Another 75 tweets
    78. 78. Dec. 20th
    79. 79. ClickZ –Another 119 tweets</li></li></ul><li>Questions?<br />
    80. 80. Integrated Holiday Campaign Workshop<br />Goal: Drive traffic and sales at Mall of America<br /><ul><li>Integrated campaign must include:</li></ul>An Event<br />Internal and External Communications<br />Social Component(s)<br />Ad buy<br />Each person in group assumes a stakeholder role (EVP, PR, Marketing, Ad, IT, Legal) and one presenter<br />

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