Operationalizing social media_mima_workshop_final
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This document summarizes a workshop on operationalizing social media programs. It discusses conducting an audit of audience conversations online, mapping goals to business objectives and audience value, creating a content calendar and response protocol, and measuring success beyond basic metrics. The presenters were Marcus Didion of Bolin Marketing and Kim Callaway of Freschetta Pizza, who aimed to provide practical steps for establishing and justifying a social media program to an organization. They provided worksheets and activities for participants to apply the concepts.
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Operationalizing social media_mima_workshop_final
- 1. Operationalizing Social Media Programs MIMA Summit Half Day Intensive Workshop 9.27.2010 Kim Callaway, Freschetta® Pizza | Marcus Didion, Bolin Marketing
- 2. 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.
- 4. Goal Mapping
- 5. Roadmap
- 6. Measurement
- 8. Audit
- 10. Search
- 12. Alerts (Google)
- 13. “Listening” (Radian, BuzzMetrics, ConsumerSphere)
- 15. Goal Mapping
- 16. Goal Mapping Map out meaningful links to business goals and audience value to assure alignment and crystallize your approach.
- 17. Goal Mapping Tactic Tactic Tactic Tactic Tactic Tactic Strategy Strategy Strategy Marketing Goal Strategy Business Goal Marketing Goal
- 18. 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
- 19. Roadmap
- 21. Guidelines
- 25. Public Relations (Golin Harris)
- 28. Community Manager (Bolin)Worksheet Activity!
- 29. Roadmap: Response Protocol Anticipate and plan for your organization’s response for a variety of scenarios.
- 30. 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!
- 31. Roadmap: When things go wrong Carmex, GetSatisfaction.com
- 32. Measurement
- 34. Engagement metrics that ladder to social media impressions
- 37. Advanced Topics
- 39. Reach to competition
- 41. Thank You! mdidion@bolinmarketing.com kim.callaway@schwans.com
Editor's Notes
- Marcus- worked with the Bolin team to map out a process – operationalize- deployment.
- We’re not going to tell you “why” you should be engaged in social media management. If you’re here, we presume you’ve already determined that social media in some form is valueable for you or your organization.
- PAUL or MARCUS?
- Help your organization/stakeholders understand why social media tactics are being brought to bear, etc. Serves as an anchor for all digital tactics, ensures that all tactics are chasing the same goal
- Example business goal- increase sales by xMarketing goal- drive new product trial and awarenessOnline strategy- search engine marketing targeting unaware audiencesTactic- Google adwords campaign pointing to A/B optimized landing pages with lead capture formsBusiness goals need to be supported by multiple tactics- social media needs to play with other tactics
- A common question is “how often should you post” – as you start to engage with your community, look at the percentage of users hiding your feed.Mix of content…if you would be interested in it or not
- Make sure you’re penciling in actual names of people responsible at each step in your process. This enforces accountability and responsibility. [example – boxes: legal, cust service, brand mgr workflow diagram?][How to get buy in within your organization - KIM][note that workflow will change over time – “real world considerations” – KIM]
- You’re probably going to get a lot of neutral posts, but most activity will be around coupon posts, matter-of-fact items. [ KIM]
- Paul-CEO is in the box
- At the end of the day, how do you really know that you’re being successful- only through empirical measures. Mapped back to goals, etc.
- Paul- we know numbers are important, but we need to think beyond that. For some organizations, using social media as a platform to gain insights/business intelligence. Is
- Within your organization, what would be seen as success? Conversation? Insights? Numbers? KIM – new Fresh positioning is evident in the new cloud
- Even beginning tactics in this presentation can be tough to get rollingUnderstanding whyMapping out rolesMeasurementFear of negative conversation (its happening anyways)- what I don’t know cant hurt meSo, once you have all of this material aced, you’re ready for the next step…
- Paul- Connecting customer habits with what we know about them from a demo/psycho/real time social interation/preferenceIn a targeted and as timely as possible