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. 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. Dole: How We Brought Social In-House Amy Summers
- 3. Why Bring Social In-House? Budget Brand Voice Compliance
- 4. Evaluate
- 5. Evaluate Current Program • Existing Social Footprint Evaluate Goals Plan Activate Success
- 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. Goals
- 8. Goals Based on Evaluations • Consolidate Channels Evaluate Goals Plan Activate Success
- 9. Goals Based on Evaluations • Consolidate Channels • Open Instagram Evaluate Goals Plan Activate Success
- 10. Goals Based on Evaluations • Consolidate Channels • Open Instagram • Smaller Budget Evaluate Goals Plan Activate Success
- 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. Plan
- 13. New Plan • Point Person Evaluate Goals Plan Activate Success
- 14. New Plan • Point Person • Playbook Evaluate Goals Plan Activate Success Brand Voice Do’s & Don’t’s Goals Approval Process Internal Roles
- 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. Activate
- 17. Activate Plan • Timing Evaluate Goals Plan Activate Success
- 18. Activate Plan • Timing • Staffing Evaluate Goals Plan Activate Success
- 19. Activate Plan • Timing • Staffing • Transition Evaluate Goals Plan Activate Success
- 20. Success
- 21. Measurements for Success • Goal Completion Evaluate Goals Plan Activate Success ü Consolidate Channels ü Open Instagram ü Smaller Budget ü Sponsored Content
- 22. Measurements for Success • Goal Completion • Efficiencies Evaluate Goals Plan Activate Success
- 23. Measurements for Success • Goal Completion • Efficiencies • Savings Evaluate Goals Plan Activate Success
- 24. Learnings
- 25. Learnings Plan / Activate = Separate Phases Playbook Takes Time to Create Plan for the Unexpected
- 26. Thank You
- 27. Dole: How We Brought Social In-House Amy Summers Amy Summers Paolini https://www.linkedin.com/in/amypaolini amy.summers@dole.com
- 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