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.
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