BlogWell Los Angeles Social Media Case Study: General Mills, presented by Aaron Miller


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In his BlogWell Los Angeles presentation, General Mills' Social Media Engagement Manager, Aaron Miller, shares how they are building and empowering a new team of community managers to act as the voice of their brands.

He covers how to make the case, the responsibilities involved, the team structure, and sourcing talent for creating a centralized social media team.

Watch the video of this presentation here:

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BlogWell Los Angeles Social Media Case Study: General Mills, presented by Aaron Miller

  1. 1. Video Case Studies This video is from Case Studies BlogWell San Francisco June 20, 2011This presentation is from Aaron Miller Los Angeles December 5, 2012 Building a Team of Connected Community Managers
  2. 2. Building a Team of Connected Community Managers Aaron Miller Brand social media engagement Aaron.Miller@genmills.comFlickr: brookewill
  3. 3. What we’ll cover
  4. 4. What we won’t cover
  5. 5. One year ago at • 110 U.S. social media channels – 20 Twitter feeds – 40 Facebook pages, 9 million fans • Growing weekly All managed by agencies + three contractors.Flickr: stopthegears
  6. 6. Challenges Awareness of importance of social media in building brands, but with current structure: – Isolated and fragmented brands – Disconnected from our consumers – Paying to build agency skills and knowledge, not our own – Lack of ownership and accountabilityFlickr: KateMonkey
  7. 7. Goal Build a team of social community managers, supplemented with contractors and agenciesFlickr: NaturesDawn
  8. 8. Making the Case in Dollars and SenseFlickr: 68751915@N05 Flickr: hawkexpress
  9. 9. Dollars* Agency • $100 per hour • 40 hours per week • 50 weeks per year • $200,000 per year per brand Employee • Much less than $200k per year • Multiplied out across brands, the savings opportunities are significant*Not actual GMI figures Flickr: 59937401@N07
  10. 10. Sense • Connected to their brand • High level of ownership • Connected to each other • Employees, so we’re building our own institutional knowledgeFlickr: Francois
  11. 11. Other ways of making the caseFlickr: streetfly_jz
  12. 12. This year • Building a team of 10 community managers, eachCheerios dedicated to a specific brand • Supplementing with contractors and agencies
  13. 13. Their missionThe General Mills community management teamcreates and fosters always-on streams of content andconversations in online channels that build bridgesbetween General Mills and our stakeholders.Through that content and conversation, we increaseawareness, influence attitudes, and create preferencefor our company and our brands.We help protect our companys and brands reputationsand build actionable intuition about the behaviors,lifestyles and opinions of our target audiences.
  14. 14. Responsibilities• Social strategy• Editorial planning• Content execution• Base-level analytics
  15. 15. A social brand team structure Aggregate issues and communicate for improvement/insight. Full brand team Community Creates broader Integrates Marketing marketing Listen for feedback, issues into campaigns that insights and intuition service queue integrate social and resolves Creates with Content valuable, consumers. creative teams shareable Consumer Service Listens and Agencies content engages in Provide creative Consumer Insights + team member dialogue. and strategic Gathers and support Analytics shares insights Directs product or consumers issues to Service for resolution. Works together to build integrated strategies. Plan social content Community and conversations. Digital strategist Escalates high-risk engagementSocial Media issues to SMHT, specialist which delivers Aggregate and share Brand social strategy leads,Hotline Team recommendation. results
  16. 16. The Social Center of Excellence (aka me) plays a role in building team dynamics and scaled learning across brands and divisionsFlickr: gadgetgirl
  17. 17. Sourcing talent• There aren’t many people with “community manager” on their resume• Looking for qualities, not job experience• Hires have backgrounds in agencies, non- profits, psychology, poetry• Trying to match talent to brand• Most important quality: Strategic creativity• Biggest watch-out: Social strategists
  18. 18. What’s next? • Team culture • Tools • Agile content development • International cohesionFlickr: jonnygoldstein
  19. 19. Thank youAaron
  20. 20. This video is from Case Studies Learn more about past and BlogWell San Francisco June 20, 2011 upcoming BlogWellsThis presentation is from Los Angeles December 5, 2012