2.2.16 MKT Preso at UW-Madison

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


Bergner’s

Herberger’s

Boston Store

Carson’s

Younkers

Elder-Beerman

Bon-Ton


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


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.”

“


OMNI-CHANNEL INTEGRATIONWe aim to create synergy between our social channels for a seamless customer experience.


FRAMEWORK FOR SUCCESS

$ ♂

BROADCAST: ONE -WAY COMMUNICATION SOCIAL: MULTI-WAY COMMUNICATION

# "& ♂

DIGITAL: TWO-WAY COMMUNICATION


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


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

+


CONTENT PLANNING PROCESS


70.20.10 CONTENT MIX


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.



70.20.10INNOVATIVE: 20% Innovative and responsive content that is based on your 70%. It is deeper, often includes additional media, and more engaging.



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


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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2.2.16 MKT Preso at UW-Madison