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Dole: How we brought social in-house, presented by Amy Summers

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In her SocialMedia.org case study presentation, Dole's Amy Summers discusses how they transitioned from an agency-managed social program to an in-house operation.

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Dole: How we brought social in-house, presented by Amy Summers

  1. 1. MEM BER MEETIN G 40 SOC IALMEDIA. ORG Dole Amy Summers How we brought social in-house Learn more about Member Meetings socialmedia.org/meetings SOCIALMEDIA.ORG CASE STUDIES Member Meeting 40 Los Angeles 7-26-2016
  2. 2. Dole: How We Brought Social In-House Amy Summers
  3. 3. Why Bring Social In-House? Budget Brand Voice Compliance
  4. 4. Evaluate
  5. 5. Evaluate Current Program •  Existing Social Footprint Evaluate Goals Plan Activate Success
  6. 6. Evaluate Current Program •  Existing Social Footprint •  Current Social Spending Evaluate Goals Plan Activate Success Agency Fees Strategic Expertise Content Development Community Management Social Tools
  7. 7. Goals
  8. 8. Goals Based on Evaluations •  Consolidate Channels Evaluate Goals Plan Activate Success
  9. 9. Goals Based on Evaluations •  Consolidate Channels •  Open Instagram Evaluate Goals Plan Activate Success
  10. 10. Goals Based on Evaluations •  Consolidate Channels •  Open Instagram •  Smaller Budget Evaluate Goals Plan Activate Success
  11. 11. Goals Based on Evaluations •  Consolidate Channels •  Open Instagram •  Smaller Budget •  Sponsored Content Evaluate Goals Plan Activate Success In-House Funding Sponsored Content Content Development Social Tools
  12. 12. Plan
  13. 13. New Plan •  Point Person Evaluate Goals Plan Activate Success
  14. 14. New Plan •  Point Person •  Playbook Evaluate Goals Plan Activate Success Brand Voice Do’s & Don’t’s Goals Approval Process Internal Roles
  15. 15. New Plan •  Point Person •  Playbook •  Assign Roles Strategy Content Editorial Calendar Customer Service Approval Process Social Partners Evaluate Goals Plan Activate Success Social Tools Analytics
  16. 16. Activate
  17. 17. Activate Plan •  Timing Evaluate Goals Plan Activate Success
  18. 18. Activate Plan •  Timing •  Staffing Evaluate Goals Plan Activate Success
  19. 19. Activate Plan •  Timing •  Staffing •  Transition Evaluate Goals Plan Activate Success
  20. 20. Success
  21. 21. Measurements for Success •  Goal Completion Evaluate Goals Plan Activate Success ü  Consolidate Channels ü  Open Instagram ü  Smaller Budget ü  Sponsored Content
  22. 22. Measurements for Success •  Goal Completion •  Efficiencies Evaluate Goals Plan Activate Success
  23. 23. Measurements for Success •  Goal Completion •  Efficiencies •  Savings Evaluate Goals Plan Activate Success
  24. 24. Learnings
  25. 25. Learnings Plan / Activate = Separate Phases Playbook Takes Time to Create Plan for the Unexpected
  26. 26. Thank You
  27. 27. Dole: How We Brought Social In-House Amy Summers Amy Summers Paolini https://www.linkedin.com/in/amypaolini amy.summers@dole.com
  28. 28. Learn more about past and upcoming Member Meetings socialmedia.org/meetings MEM BER MEETIN G 40 SOC IALMEDIA. ORG Learn more about Member Meetings socialmedia.org/meetings SOCIALMEDIA.ORG CASE STUDIES Member Meeting 40 Los Angeles 7-26-2016

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