1. SOCIAL MEDIA
IN A RETAILWORLD
A day in the life of a Social Media Manager at Bon-Ton Department Stores.
2. ABI GILMAN // @ABIGILMAN
Social Strategy Manager @ Bon-Ton // Adjunct Professor @ Marquette // Busy Bee // Coffee Addict // Adventurer // Recent Vinyl Collector
3. WHAT’S ON DECK
We're excited to be here tonight! Here's whats on the menu.
MEET BON-TON
Our nameplates, our
history, our brand.
OUR SOCIAL APPROACH
No, we don’t just tweet &
pin all day.There’s a little
more to it.
#LIFEATBONTON
The awesome,
challenging, evolving life
of a social strategist.
QUESTIONS & ANSWERS
Your turn to take the lead.
@ABIGILMAN // #LIFEATBONTON
4. MEET BON-TON
We may be over 150 years old, but we still love a great pair of shoes and a good sale.
7. 1854
Carson’s
founded
OUR HISTORY
We're proud of how far we've come.This is where it all
1856
Younkers
founded
1883
Elder-Beerman
founded
1889
Bergner’s
founded
1897
Boston Store
founded
1898
Bon-Ton
founded
1926
Herberger’s
founded
@ABIGILMAN // #LIFEATBONTON
8. OUR SOCIAL APPROACH
Doing everything 7 times isn't a disadvantage, it just means copy & paste are our best friends.
9.
10. CHARLES
DARWIN
“It is not the strongest of the species that
survives; nor the most intelligent that
survives. It is the one that is most
adaptable to change.”
“
@ABIGILMAN // #LIFEATBONTON
11. OMNI-CHANNEL INTEGRATION
We aim to create synergy between our social channels for a seamless customer experience.
@ABIGILMAN // #LIFEATBONTON
12. FRAMEWORK FOR SUCCESS
♂
BROADCAST: ONE -WAYCOMMUNICATION SOCIAL: MULTI-WAYCOMMUNICATION
♂
DIGITAL: TWO-WAYCOMMUNICATION
@ABIGILMAN // #LIFEATBONTON
13. 1. Monitor social
channels for trends,
insights.
2. Respond to consumer
comments.
3. Amplify current
positive activity, tone.
4. Lead changes in
sentiment or behavior.
Consider
Brand Monitoring
Crisis Management
Referrals and
Recommendations
Brand Content Awareness
Evaluate Product / Programs
Buy Targeted Deals, Offers
Experience
Customer Service
Fostering Communities
Customer InputAdvocate
Brand Advocacy
Bond
FRAMEWORK FOR SUCCESS
@ABIGILMAN // #LIFEATBONTON
14. TAPPING IN ATTHE RIGHTTIME
CONSUMER
DECISION
JOURNEY
Initial Consideration Set
Post-Purchase Experience
Active Evaluation Stage
Moment of Purchase
15. CONTENT PLANNING PROCESS
PLANNING
CONTENT PLAN
EDITORIAL MEETING
TOPIC COLLECTION
PLANNING
INTERNAL REVIEW
ASSEST DEVELOPMENT
CONTENT DEVELOPMENT
REVIEW
EXTERNAL REVIEW
CONTENT REVISIONS
CONTENT APPROVAL
PLANNING
OPTIMIZATION
TRACKING & ANALYTICS
SCHEDULING
PUBLICATION
DAY OF MONITORING
DISTRIBUTION
AMPLIFICATION
REPORTING
CONTENT EVALUATION
REPORTING
@ABIGILMAN // #LIFEATBONTON
17. 70.20.10 CONTENT MIX
@ABIGILMAN // #LIFEATBONTON
70.20.10
LOW RISK: 70%
A majority of the content you develop should be
low risk.This is the fundamental content and
elements your audience needs.
18. 70.20.10 CONTENT MIX
@ABIGILMAN // #LIFEATBONTON
70.20.10
INNOVATIVE: 20%
Innovative and responsive content that is based
on your 70%. It is deeper, often includes
additional media, and more engaging.
19. 70.20.10 CONTENT MIX
@ABIGILMAN // #LIFEATBONTON
70.20.10
EXPERIMENT: 10%
This is where you experiment and try new
things.The idea is that at some point in the
future your 10% may become the new 70% if it
works.
22. ARIANA MOSHREF // @ARI_MOSHREF
Social Media Marketing Intern @ Bon-Ton // Senior @ Marquette // Book Worm // Style Maven // Instagram Addict // Wine Connoisseur
23. 4 TIPS FOR SOCIAL MEDIA INTERNS
1. speak up.
2. leave your expectations at home.
3. pay attention and listen.
4. it's not all about your brand, all the time.
@ARI_MOSHREF // #LIFEATBONTON
24. 4 THINGS I LEARNED
1. it’s ok to mess up.
2. some things can't be taught in the
classroom.
3. think beyond your to-do list.
4. don't compare yourself to other's progress
@ARI_MOSHREF // #LIFEATBONTON
