Reference no: EM13820002

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.