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SOCIAL MEDIA IN A RETAIL WORLDA day in the life of a Social Media Manager at Bon-Ton Department Stores.
ABI GILMAN // @ABIGILMANSocial Strategy Manager @ Bon-Ton // Adjunct Professor @ Marquette // Busy Bee // Coffee Addict // Adventurer // Recent Vinyl Collector
WHAT’S ON DECKWe're excited to be here tonight! Here's whats on the menu.
MEET BON-TONOur nameplates, our
history, our brand.
OUR SOCIAL APPROACHNo, we don’t just tweet & pin all day. There’s a little
more to it.
#LIFEATBONTONThe awesome,
challenging, evolving life of a social strategist.
QUESTIONS & ANSWERSYour turn to take the lead.
! " #
@ABIGILMAN // #LIFEATBONTON
MEET BON-TONWe may be over 150 years old, but we still love a great pair of shoes and a good sale.
MEET BON-TONBERGNER’S BOSTON STORECARSON’SELDER-BEERMANHERBERGER’SYOUNKERS
@ABIGILMAN // #LIFEATBONTON
Bergner’s
Herberger’s
Boston Store
Carson’s
Younkers
Elder-Beerman
Bon-Ton
@ABIGILMAN // #LIFEATBONTON
1854
Carson’s founded
OUR HISTORY We're proud of how far we've come. This is where it all
1856
Younkers founded
1883
Elder-Beerman founded
1889
Bergner’s founded
1897
Boston Store founded
1898
Bon-Ton founded
1926
Herberger’s founded
@ABIGILMAN // #LIFEATBONTON
OUR SOCIAL APPROACHDoing everything 7 times isn't a disadvantage, it just means copy & paste are our best friends.
CHARLES DARWIN
“It is not the strongest of the species that survives; nor the most intelligent that survives. It is the one that is most adaptable to change.”
“
@ABIGILMAN // #LIFEATBONTON
OMNI-CHANNEL INTEGRATIONWe aim to create synergy between our social channels for a seamless customer experience.
@ABIGILMAN // #LIFEATBONTON
FRAMEWORK FOR SUCCESS
$ ♂
BROADCAST: ONE -WAY COMMUNICATION SOCIAL: MULTI-WAY COMMUNICATION
# "& ♂
DIGITAL: TWO-WAY COMMUNICATION
@ABIGILMAN // #LIFEATBONTON
1. Monitor social channels for trends, insights.
2. Respond to consumer comments.
3. Amplify current positive activity, tone.
4. Lead changes in sentiment or behavior.
Consider
Brand Monitoring
Crisis Management Referrals and Recommendations
Brand Content Awareness
Evaluate Product / Programs
Buy Targeted Deals, Offers
Experience
Customer Service
Fostering Communities
Customer InputAdvocateBrand Advocacy
Bond
FRAMEWORK FOR SUCCESS
@ABIGILMAN // #LIFEATBONTON
TAPPING IN AT THE RIGHT TIME
CONSUMER
DECISIONJOURNEY
Initial Consideration Set
Post-Purchase Experience
Active Evaluation Stage
Moment of Purchase
CONTENT PLANNING PROCESS
PLANNING
CONTENT PLAN
EDITORIAL MEETING
TOPIC COLLECTION
'
PLANNING
INTERNAL REVIEW
ASSEST DEVELOPMENT
CONTENT DEVELOPMENT
#
REVIEW
EXTERNAL REVIEW
CONTENT REVISIONS
CONTENT APPROVAL
(
PLANNING
OPTIMIZATION
TRACKING & ANALYTICS
SCHEDULING
)
PUBLICATION
DAY OF MONITORING
DISTRIBUTION
AMPLIFICATION
*
REPORTING
CONTENT EVALUATION
REPORTING
+
@ABIGILMAN // #LIFEATBONTON
CONTENT PLANNING PROCESS
@ABIGILMAN // #LIFEATBONTON
70.20.10 CONTENT MIX
@ABIGILMAN // #LIFEATBONTON
70.20.10LOW RISK: 70% A majority of the content you develop should be low risk. This is the fundamental content and elements your audience needs.
70.20.10 CONTENT MIX
@ABIGILMAN // #LIFEATBONTON
70.20.10INNOVATIVE: 20% Innovative and responsive content that is based on your 70%. It is deeper, often includes additional media, and more engaging.
70.20.10 CONTENT MIX
@ABIGILMAN // #LIFEATBONTON
70.20.10EXPERIMENT: 10% This is where you experiment and try new things. The idea is that at some point in the future your 10% may become the new 70% if it works.
#LIFEATBONTONIt wouldn't be social strategy without a little frazzle and a lot of fun.
FASHION FORWARD INNOVATION ORIENTED COMPANY OUTINGS BEYOND 9-5 FRIENDSHIPS
CHARITY MINDED ASSOCIATE DISCOUNT MENTORSHIP PROGRAMS EMPLOYEE APPRECIATION
@ABIGILMAN // #LIFEATBONTON
ARIANA MOSHREF // @ARI_MOSHREFSocial Media Marketing Intern @ Bon-Ton // Senior @ Marquette // Book Worm // Style Maven // Instagram Addict // Wine Connoisseur
4 TIPS FOR SOCIAL MEDIA INTERNS
1. speak up. 2. leave your expectations at home. 3. pay attention and listen. 4. it's not all about your brand, all the time.
@ARI_MOSHREF // #LIFEATBONTON
4 THINGS I LEARNED
1. it’s ok to mess up. 2. some things can't be taught in the
classroom. 3. think beyond your to-do list. 4. don't compare yourself to other's progress
@ARI_MOSHREF // #LIFEATBONTON
QUESTIONS & ANSWERSYou've got Q's, we've got A's. Let's hear 'em.
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