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SOCIALMEDIA.ORGCASE STUDIES
Member Meeting 32Chicago, 6-15-2014
Learn more about Member Meetingssocialmedia.org/meetings
SOCIALMEDIA.ORG
ME
M
BER M EETIN
G 3
2
CHICAGO
DardenJustin SikoraSocial at Olive Garden
Social @ Olive GardenPresented by @justinsikora
Social @ Olive Garden: What We Know
Social @ Olive Garden: Where We Were
Social @ Olive Garden: How We Were Staffed
Olive GardenBrand Marketing
3rd Party
Guest RelationsPublic Relations
Employee Relations Operations & Training
How We Evolved: I. Shifted Ownership
Public Relations Director
Public Relations Manager
Influencer Relations& Outreach
Media Relations:Local & National
Program Development
How We Evolved: II. Embedded Our CMs
Public Relations Director
Social Media Mgr.Public Relations Manager
Community Mgr.
Content Development & Implementation
Influencer Relations & Outreach
Paid/Amplification
Media Relations:Local & National
Program Development
How We Evolved: II. Embedded Our CMs
How We Evolved: II. Embedded Our CMs
Public Relations Director
Social Media Mgr.Public Relations Manager
Community Mgr.
Content Development & Implementation
Influencer Relations & Outreach
Paid/Amplification
Media Relations:Local & National
Program Development
How We Evolved: III. Partnered w/ GR
Public Relations Director
Social Media Mgr.Public Relations Manager
Community Mgr.
Social GR
Guest Relations Director
Content Development & Implementation
Guest Recovery
Guest Advocacy
Influencer Relations & Outreach
Real-Time Engagement
Social Listening
Paid/Amplification
Social GR
Media Relations:Local & National
Program Development
How We Evolved: III. Partnered w/ GR
We brought them in early – before we took over.
We made them part of the decision-making process.
We championed their skill set.
We gave them all the credit.
How We Evolved: IV. Got On The Map
How We Evolved: V. Adjusted Our Focus
We redefined when we’re on.
We evolved our content.
We refined our approach to paid.
We put listening & talking at the top of our to-do list.
Social @ Olive Garden: The Shift
How can social benefit us?
How can we use social to benefit our guests?
Average Organic Engagement Rate +200%
Average Paid Engagement Rate +205%
Average CPC 1/3
Average Organic Interactions +436%
Average Paid Interactions +322%
Average Interactions +142%
Social @ Olive Garden: Quantitative Results
Social @ Olive Garden: Guest Recovery
It’s nice to know that you guys actually care about your customers, thank you!
Jeanette Diaz
Ronald Trachet
I will try your restaurant again and will update my review accordingly.
a
Thank you for your quick response. Customer Service is one of yourcompany’s strong points.
Social @ Olive Garden: Education & Advocacy
Social @ Olive Garden: Surprise & Delights
Social @ Olive Garden: Influencer Outreach
Social @ Olive Garden: Trend Surfing
Social @ Olive Garden: HR/Training Impact
Social @ Olive Garden: Operational Insights
Social @ Olive Garden: What We Know
@OliveGarden@justinsikora
Learn more about past and upcoming Member Meetingssocialmedia.org/meetings
SOCIALMEDIA.ORGCASE STUDIES
Member Meeting 32Chicago, 6-15-2014
Learn more about Member Meetingssocialmedia.org/meetings
SOCIALMEDIA.ORG
ME
M
BER M EETIN
G 3
2
CHICAGO
