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Operationalizing Social Media Programs,[object Object],MIMA Summit Half Day Intensive Workshop 9.27.2010,[object Object],Kim Callaway, Freschetta® Pizza  |  Marcus Didion, Bolin Marketing ,[object Object]
Introductions,[object Object],Marcus Didion, Senior Account Manager, Bolin Marketing,[object Object],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.,[object Object],Kim Callaway, Brand Marketing, Freschetta® Brands,[object Object],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.,[object Object]
Overview,[object Object],[object Object]
 Goal Mapping
 Roadmap
 Measurement
 Advanced Topics,[object Object]
Audit,[object Object]
Audit,[object Object],Triangulate what your audiences are saying and doing online.,[object Object],[object Object]
 Search
 Traffic (Compete.com)
 Alerts (Google)
 “Listening” (Radian, BuzzMetrics, ConsumerSphere)
Basic and advanced tool sets (ComScore),[object Object]
Goal Mapping,[object Object]
Goal Mapping,[object Object],Map out meaningful links to business goals and audience value to assure alignment and crystallize your approach.,[object Object]
Goal Mapping,[object Object],Tactic,[object Object],Tactic,[object Object],Tactic,[object Object],Tactic,[object Object],Tactic,[object Object],Tactic,[object Object],Strategy,[object Object],Strategy,[object Object],Strategy,[object Object],Marketing,[object Object],Goal,[object Object],Strategy,[object Object],Business Goal,[object Object],Marketing,[object Object],Goal,[object Object]
Goal Mapping,[object Object],Blogger ,[object Object],outreach,[object Object],tactic,[object Object],Tactic,[object Object],Tactic,[object Object],Tactic,[object Object],Tactic,[object Object],Mass ,[object Object],media,[object Object],Strategy,[object Object],Trade spend,[object Object],efficiency,[object Object],Worksheet ,[object Object],Activity!,[object Object],Strategy,[object Object],Increase household penetration,[object Object],Increase ,[object Object],online ,[object Object],Share of voice,[object Object],Raise awareness,[object Object]
Roadmap,[object Object]
Roadmap,[object Object],Plan your content activities and anticipated responses to define how you plan to keep you audience engaged over time.,[object Object],[object Object]
 Guidelines
 Response Protocol
 When things go wrong,[object Object]
Roadmap: Guidelines,[object Object],Outline your organizations “rules of the road” for engagement over time.,[object Object],[object Object]
Public Relations (Golin Harris)

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Anyhr.io | Presentation HR&Recruiting agency
 

Operationalizing social media_mima_workshop_final

Editor's Notes

  1. Marcus- worked with the Bolin team to map out a process – operationalize- deployment.
  2. 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.
  3. PAUL or MARCUS?
  4. 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
  5. 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
  6. 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
  7. 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]
  8. You’re probably going to get a lot of neutral posts, but most activity will be around coupon posts, matter-of-fact items. [ KIM]
  9. Paul-CEO is in the box
  10. 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.
  11. 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
  12. Within your organization, what would be seen as success? Conversation? Insights? Numbers? KIM – new Fresh positioning is evident in the new cloud
  13. 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…
  14. 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