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SOCIALMEDIA.ORG CASE STUDIES Member Meeting 32 Chicago, 6-15-2014 Learn more about Member Meetings socialmedia.org/meetings S O C I A L M E D I A . O R G M E M B E R M E E T I N G 3 2 C H I C A G O Darden Justin Sikora Social at Olive Garden
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Darden: Social at Olive Garden, presented by Justin Sikora

Aug 20, 2015

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Page 1: Darden: Social at Olive Garden, presented by Justin Sikora

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

Page 2: Darden: Social at Olive Garden, presented by Justin Sikora

Social @ Olive GardenPresented by @justinsikora

Page 3: Darden: Social at Olive Garden, presented by Justin Sikora

Social @ Olive Garden: What We Know

Page 4: Darden: Social at Olive Garden, presented by Justin Sikora

Social @ Olive Garden: Where We Were

Page 5: Darden: Social at Olive Garden, presented by Justin Sikora

Social @ Olive Garden: How We Were Staffed

Olive GardenBrand Marketing

3rd Party

Guest RelationsPublic Relations

Employee Relations Operations & Training

Page 6: Darden: Social at Olive Garden, presented by Justin Sikora

How We Evolved: I. Shifted Ownership

Public Relations Director

Public Relations Manager

Influencer Relations& Outreach

Media Relations:Local & National

Program Development

Page 7: Darden: Social at Olive Garden, presented by Justin Sikora

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

Page 8: Darden: Social at Olive Garden, presented by Justin Sikora

How We Evolved: II. Embedded Our CMs

Page 9: Darden: Social at Olive Garden, presented by Justin Sikora

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

Page 10: Darden: Social at Olive Garden, presented by Justin Sikora

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

Page 11: Darden: Social at Olive Garden, presented by Justin Sikora

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.

Page 12: Darden: Social at Olive Garden, presented by Justin Sikora

How We Evolved: IV. Got On The Map

Page 13: Darden: Social at Olive Garden, presented by Justin Sikora

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.

Page 14: Darden: Social at Olive Garden, presented by Justin Sikora

Social @ Olive Garden: The Shift

How can social benefit us?

How can we use social to benefit our guests?

Page 15: Darden: Social at Olive Garden, presented by Justin Sikora

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

Page 16: Darden: Social at Olive Garden, presented by Justin Sikora

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.

Page 17: Darden: Social at Olive Garden, presented by Justin Sikora

Social @ Olive Garden: Education & Advocacy

Page 18: Darden: Social at Olive Garden, presented by Justin Sikora

Social @ Olive Garden: Surprise & Delights

Page 19: Darden: Social at Olive Garden, presented by Justin Sikora

Social @ Olive Garden: Influencer Outreach

Page 20: Darden: Social at Olive Garden, presented by Justin Sikora

Social @ Olive Garden: Trend Surfing

Page 21: Darden: Social at Olive Garden, presented by Justin Sikora

Social @ Olive Garden: HR/Training Impact

Page 22: Darden: Social at Olive Garden, presented by Justin Sikora

Social @ Olive Garden: Operational Insights

Page 23: Darden: Social at Olive Garden, presented by Justin Sikora

Social @ Olive Garden: What We Know

Page 24: Darden: Social at Olive Garden, presented by Justin Sikora

@OliveGarden@justinsikora

Page 25: Darden: Social at Olive Garden, presented by Justin Sikora

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