operationalizing social media_mima_workshop_final

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Operationalizing Social Media Programs

MIMA Summit Half Day Intensive Workshop 9.27.2010

Kim Callaway, Freschetta® Pizza | Marcus Didion, Bolin Marketing

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IntroductionsMarcus Didion, Senior Account Manager, Bolin MarketingMarcus 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.

Kim Callaway, Brand Marketing, Freschetta® BrandsKim’s back ground 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.

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Overview• Audit• Goal Mapping• Roadmap• Measurement• Advanced Topics

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What am I going to get out of this?We aim to give you an inside view into how to put a social media program together and sustain it over time. We will give you a guideline of practical steps you can put in place to establish and sell this type of program within your organization.

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Audit

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AuditTriangulate what your audiences are saying and doing online.

• Keyword Analysis• Search• Traffic (Compete.com)• Alerts (Google)• “Listening” (Radian, BuzzMetrics, ConsumerSphere)• Basic and advanced tool sets (ComScore)

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Audit Worksheet Activity!Freschetta audit

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Goal Mapping

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Goal MappingMap out meaningful links to business goals and audience value to assure alignment and crystallize your approach.

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Goal Mapping

Business Goal

MarketingGoal

MarketingGoal

Strategy

Strategy

Strategy

Strategy

Tactic

Tactic

Tactic

Tactic

Tactic

Tactic

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Goal Mapping

Increase household

penetration

Trade spendefficiency

Raise awareness

Strategy

Strategy

Mass media

Increase online

Share of voice

tactic

Tactic

Tactic

Tactic

Blogger outreach

Tactic

Worksheet Activity!

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Roadmap

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RoadmapPlan your content activities and anticipated responses to define how you plan to keep you audience engaged over time.

• Content Activity Calendar• Guidelines• Response Protocol• When things go wrong

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Roadmap: Content CalendarWorksheet Activity!

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Roadmap: GuidelinesOutline your organizations “rules of the road” for engagement over time.

•Brand Manager (Freschetta)•Public Relations (Golin Harris)•Customer Service (Freschetta)•Legal (Freschetta)•Community Manager (Bolin)

Worksheet Activity!

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Roadmap: Response ProtocolAnticipate and plan for your organization’s response for a variety of scenarios.

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Roadmap: Response ProtocolAnticipate and list hot button posts that your organization is going to need to be prepared for (people are already talking about these online and your boss is going to ask!)

Positive Post: My _______ worked great and I love_________.

Neutral Post: My________ was okay and__________.

Negative Post: My________ fell apart and I hate__________.

Worksheet Activity!

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Roadmap: When things go wrongCarmex, GetSatisfaction.com

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Measurement

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MeasurementHow do you know when you’re successful? It’s not just the number of fans or followers…

• Aggregate numbers• Engagement metrics that ladder to social media impressions• Consumer/user insights• Sales (?)

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Measurement“Is this creating anything valuable for us and our audiences?”

Worksheet Activity!

Initial Freschetta word cloud Recent Freschetta word cloud

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Advanced Topics

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Advanced Topics• Social Customer Relationship Management (sCRM)• Reach to competition• Qualitative insights mining (“Marketing as research”)

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Questions?

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mdidion@bolinmarketing.com

kim.callaway@schwans.com

ThankYou!