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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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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 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 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><br />
  42. 42. Case Studies<br />
  43. 43. Community Management FTW! (For the Win)<br /><br />
  44. 44. Community Management FTW! (For the Win)<br /><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 /> 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 />