BlogWell Los Angeles Social Media Case Study: General Mills, presented by Aaron Miller

SocialMedia.orgVideo Case Studies

Aaron Miller

Building a Team of Connected Community Managers

This video is from

BlogWellSan FranciscoJune 20, 2011

socialmedia.org/blogwell

SocialMedia.orgCase Studies

This presentation is from

BlogWellLos Angeles

December 5, 2012socialmedia.org/blogwell

Building a Team of Connected Community Managers

Aaron Miller

Brand social media engagement

[email protected]

Flickr: brookewill

What we’ll cover

What we won’t cover

One year ago at

• 110 U.S. social media channels – 20 Twitter feeds

– 40 Facebook pages, 9 million fans

• Growing weekly

All managed by agencies + three contractors.

Flickr: stopthegears

Challenges

Awareness of importance of social media in

building brands, but with current structure:

– Isolated and fragmented brands

– Disconnected from our consumers

– Paying to build agency skills and knowledge, not

our own

– Lack of ownership and accountability

Flickr: KateMonkey

Goal

Build a team of social community

managers, supplemented with

contractors and agencies

Flickr: NaturesDawn

Making the Case in Dollars and Sense

Flickr: 68751915@N05 Flickr: hawkexpress

Dollars*

Agency

• $100 per hour

• 40 hours per week

• 50 weeks per year

• $200,000 per year per brand

Employee

• Much less than $200k per year

• Multiplied out across brands, the savings opportunities are significant

*Not actual GMI figures Flickr: 59937401@N07

Flickr: Francois

Sense

• Connected to their brand

• High level of ownership

• Connected to each other

• Employees, so we’re building our own

institutional knowledge

Other ways of making the case

Flickr: streetfly_jz

This year

• Building a team of 10

community managers, each

dedicated to a specific brand

• Supplementing with

contractors and agencies

Cheerios

Their mission

The General Mills community management team

creates and fosters always-on streams of content and

conversations in online channels that build bridges

between General Mills and our stakeholders.

Through that content and conversation, we increase

awareness, influence attitudes, and create preference

for our company and our brands.

We help protect our company's and brands' reputations

and build actionable intuition about the behaviors,

lifestyles and opinions of our target audiences.

Responsibilities

• Social strategy

• Editorial planning

• Content execution

• Base-level analytics

A social brand team structure

Consumer Service

team member

Community

engagement

specialist

Community Integrates

issues into

service queue

and resolves

with

consumers.

Directs product or

consumers issues to

Service for resolution.

Listens and

engages in

dialogue.

Digital strategist Plan social content

and conversations.

Aggregate issues and communicate

for improvement/insight.

Aggregate and share

results Brand social strategy leads,

Full brand team

Escalates high-risk

issues to SMHT,

which delivers

recommendation.

Social Media

Hotline Team

Consumer Insights +

Analytics Gathers and

shares insights

Content

creative teams

Marketing

Creates broader

marketing

campaigns that

integrate social

Creates

valuable,

shareable

content

Works together to build

integrated strategies.

Agencies Provide creative

and strategic

support

Listen for feedback,

insights and intuition

The Social Center of Excellence

(aka me) plays a role in building

team dynamics and scaled

learning across brands and

divisions

Flickr: gadgetgirl

Sourcing talent

• There aren’t many people with “community

manager” on their resume

• Looking for qualities, not job experience

• Hires have backgrounds in agencies, non-

profits, psychology, poetry

• Trying to match talent to brand

• Most important quality: Strategic creativity

• Biggest watch-out: Social strategists

What’s next?

• Team culture

• Tools

• Agile content development

• International cohesion

Flickr: jonnygoldstein

Thank you

Aaron Miller

@helloaaron

[email protected]

Learn more about past and upcoming BlogWells


This video is from

BlogWellSan FranciscoJune 20, 2011


SocialMedia.orgCase Studies

This presentation is from

BlogWellLos Angeles

December 5, 2012socialmedia.org/blogwell

BlogWell Los Angeles Social Media Case Study: General Mills, presented by Aaron Miller

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Transcript of BlogWell Los Angeles Social Media Case Study: General Mills, presented by Aaron Miller