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MEM
BER MEETIN
G 40
SO
CIALMEDIA.ORG
Dole Amy Summers
How we brought social in-houseLearn more about Member Meetingssocialmedia.org/meetings
SOCIALMEDIA.ORGCASE STUDIES
Member Meeting 40Los Angeles7-26-2016
Dole: How We Brought Social In-House Amy Summers
Why Bring Social In-House?
Budget
Brand Voice
Compliance
Evaluate
Evaluate Current Program • Existing Social Footprint
Evaluate Goals Plan Activate Success
Evaluate Current Program • Existing Social Footprint • Current Social Spending
Evaluate Goals Plan Activate Success
Agency Fees
Strategic Expertise Content Development Community Management Social Tools
Goals
Goals Based on Evaluations • Consolidate Channels
Evaluate Goals Plan Activate Success
Goals Based on Evaluations • Consolidate Channels • Open Instagram
Evaluate Goals Plan Activate Success
Goals Based on Evaluations • Consolidate Channels • Open Instagram • Smaller Budget
Evaluate Goals Plan Activate Success
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
Plan
New Plan • Point Person
Evaluate Goals Plan Activate Success
New Plan • Point Person • Playbook
Evaluate Goals Plan Activate Success
Brand Voice
Do’s & Don’t’s
Goals Approval Process
Internal Roles
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
Activate
Activate Plan • Timing
Evaluate Goals Plan Activate Success
Activate Plan • Timing • Staffing
Evaluate Goals Plan Activate Success
Activate Plan • Timing • Staffing • Transition
Evaluate Goals Plan Activate Success
Success
Measurements for Success • Goal Completion
Evaluate Goals Plan Activate Success
ü Consolidate Channels ü Open Instagram ü Smaller Budget ü Sponsored Content
Measurements for Success • Goal Completion • Efficiencies
Evaluate Goals Plan Activate Success
Measurements for Success • Goal Completion • Efficiencies • Savings
Evaluate Goals Plan Activate Success
Learnings
Learnings
Plan / Activate = Separate Phases
Playbook Takes Time to Create
Plan for the Unexpected
Thank You
Dole: How We Brought Social In-House Amy Summers
Amy Summers Paolini https://www.linkedin.com/in/amypaolini [email protected]
Learn more about past and upcoming Member Meetingssocialmedia.org/meetings
MEM
BER MEETIN
G 40
SO
CIALMEDIA.ORG
Learn more about Member Meetingssocialmedia.org/meetings
SOCIALMEDIA.ORGCASE STUDIES
Member Meeting 40Los Angeles7-26-2016
