Social Media Manager: Establishing, building, and growing social media integration into our communications structure. My role also includes designing, implementing, and managing tracking measurements to monitor goalsof buildingE.G. Geller's image, customer involvement, and ROI. Additionally, I will becoordinating, facilitating, and integrating social media functions throughout E.G Geller.
Long-Term Goals: Get, Keep, and Grow Customers
- Get/Acquisition
- Find new customers through social media
- Decrease acquisition costs of new customers by utilizing social media
- Facilitate referrals and pass-along information between customers through the likes of Facebook, Twitter, Blogging, and Youtube.
- Keep/Retention
- Improve retention rates for newly acquired customers
- Improve retention rates for on-going customers by engaging with them online.
- Shorten repeat sales cycles or time between visits by creating lasting relationships, and reminding them through social media outlets.
- Grow/Build Share of Wallet
- Increase average ticket size
- Facilitate cross-sell and up-sell of items, through suggesting similar or complementary products through website.
- Develop a community and build involvement on all levels
Short-Term Day-to-Day Goals: Content that leads to Communication that leads to Conversation than leads to Conversion
- Content
- Audience targeted and relevant to the receiver
- Create share worthy, meaningful content that our customers will pass along.
- Media specific (tweets short, blogs longer, etc.)
- Communication
- Available through multiple social media outlets including email, newsletters, blogs, Twitter, and Facebook
- Syndicated our message through these various outlets to provide clear and consistent message
- Coordinated throughout the organization, not only online but also in the 3 physical stores.
- Conversation
- Engages organization with constituents and constituents with constituents
- Curate the conversations (not censor)
- Focus on listening and encouraging others to speak by asking them to take part in the conversation. 2 way conversation.
- Conversion
- Facilitate "Advocate" relationships with high PR value, offer reassurance and support to new customers
- Make the process of gathering information before the sale easier for customers with easy to find relevant information online
- Make the buying process easier regardless of media
One Year Plan: To establish a consistent presence across social media, coordinated with the organizations on-going functions and goals, that has a defined set of tactics, measurements, and expected ROI contribution.
Goalposts by Time Frame:
Phase 1:
- Develop a plan to coordinate communication needs and develop share-worthy content online.
- Determine existing capabilities and restraints in coordinating systems and IT functions through new/different media, define how to coordinate CRM functions and touch points
- Develop a specific map of what social mechanisms will be used or managed by the Social Media Manager (e.g. Facebook, Twitter, blogs, etc.)
Phase 2:
- Develop a calendar of communication to develop and place content along with "best guess" social benchmark goals(Reach, CPA, PR Value, ARPU, SEO, etc.)
- Establish initial social sites and blogs, beginning feeding content and managing communication
- Put in place tracking mechanisms, syndication software, and live-test order-taking (mailchimp, Modern Retail, and Google Analytics)
Phase 3:
- Establish social media benchmark goals (based on testing) to refine "best guess" goals
- Determine the optimal management structure where social media best fits within E. G. Geller
- Create both communication and tracking measures that relate to Get, Keep, and Grow, and develop a Social Media budget with both specific cost and specific revenue ROI goals.