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How to structure your social media team, presented by Crystal King

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In her Brands-Only Summit presentation, Keurig Green Mountain's Crystal King teaches a class on how to organize and structure your social media team.

She explains how to manage social media as your brand's needs change, the market shifts, and more departments get involved.

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How to structure your social media team, presented by Crystal King

  1. 1. How to structure your social media team CRYSTAL KING KEURIG GREEN MOUNTAIN OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014
  2. 2. STRUCTURING YOUR SOCIAL MEDIA TEAM Crystal King October 28, 2014 SOCIALMEDIA.ORG BRANDS ONLY SUMMIT
  3. 3. GETTING STARTED SOCIALMEDIA.ORG BRANDS ONLY SUMMIT @CRYSTALLYN 2
  4. 4. STRUCTURING YOUR SOCIAL MEDIA TEAM The One, The Few, The Many SOCIALMEDIA.ORG BRANDS ONLY SUMMIT @CRYSTALLYN 3
  5. 5. THE KEY TO BUILDING YOUR SOCIAL STRUCTURE Accelerated Sales Sustainable Growth SOCIALMEDIA.ORG BRANDS ONLY SUMMIT @CRYSTALLYN 4 Your Business Goals Industry Leader Drive Innovation Stellar Customer Service
  6. 6. WHO ARE YOUR STAKEHOLDERS? Their Needs Might Be Your Needs Public Relations Social Corporate Comms Marketing/ Brand Business Dev/Sales Product Marketing RD Investor Relations Human Resources Executive Team SOCIALMEDIA.ORG BRANDS ONLY SUMMIT @CRYSTALLYN 5
  7. 7. ARE YOU OR WILL YOU BE INTERNATIONAL? SOCIALMEDIA.ORG BRANDS ONLY SUMMIT @CRYSTALLYN 6
  8. 8. DO YOU HAVE CONSENSUS? SOCIALMEDIA.ORG BRANDS ONLY SUMMIT @CRYSTALLYN 7
  9. 9. STRUCTURING THE TEAM SOCIALMEDIA.ORG BRANDS ONLY SUMMIT @CRYSTALLYN
  10. 10. WHAT ARE YOUR SOCIAL MEDIA GOALS? SOCIALMEDIA.ORG BRANDS ONLY SUMMIT @CRYSTALLYN 9 Define Your Roadmap Monitor Conversation/Competitors Service Customers Manage Reputation Drive Online/Offline Sales Solicit Product Feedback Build Customer Base Recruit New Employees Educate/Share Information
  11. 11. SOCIAL MEDIA ROLES 10 STRATEGIST ANALYST PROJECT MANAGER COMMUNITY MANAGER EDUCATION/TRAINING CONTENT MANAGER DESIGNER/DEVELOPER BLOGGER/COPYWRITER INFLUENCER RELATIONS PHOTOGRAPHER/VIDEOGRAPHER BUSINESS UNIT LIASION SOCIALMEDIA.ORG BRANDS ONLY SUMMIT @CRYSTALLYN
  12. 12. INTERNAL VS. EXTERNAL ROLES/TEAMS 11 STRATEGIST ANALYST PROJECT MANAGER COMMUNITY MANAGER EDUCATION/TRAINING CONTENT MANAGER DESIGNER/DEVELOPER BLOGGER/COPYWRITER INFLUENCER RELATIONS PHOTOGRAPHER/VIDEOGRAPHER SOCIALMEDIA.ORG BRANDS ONLY SUMMIT @CRYSTALLYN BUSINESS UNIT LIASION Social Media Agency Moderation Agency Digital Media Agency PR Agency
  13. 13. TEAM MODELS SOCIALMEDIA.ORG BRANDS ONLY SUMMIT @CRYSTALLYN 12
  14. 14. PLAN FOR THE FUTURE 13 • Determine business social goals • 1-3 years out • Plan for roles based on those goals • Develop a timeline for reaching those goals and building out the team • Allocate or advocate for resources • Evangelize throughout the organization SOCIALMEDIA.ORG BRANDS ONLY SUMMIT @CRYSTALLYN
  15. 15. Crystal King Leader, Social Media Keurig Green Mountain • crystal.king@keurig.com • linkedin.com/in/crystalking • twitter.com/crystallyn • gplus.to/crystallyn 14
  16. 16. Learn more about past and upcoming events SOCIALMEDIA.ORG/EVENTS OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014

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