7 Steps To Grow Corporate Social Programs

7 Steps To Grow Corporate Social Programs



Webinar presented by Spredfast, Whole Foods, AARP and the American Marketing Association on the 7 steps to grow corporate social media programs.

Webinar presented by Spredfast, Whole Foods, AARP and the American Marketing Association on the 7 steps to grow corporate social media programs.



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    7 Steps To Grow Corporate Social Programs 7 Steps To Grow Corporate Social Programs Presentation Transcript

    • 7 Steps to Grow Your Social Programs #7steps
    • Michael Bepko Global Online Community Manager Whole Foods @bepkoboy Patti Shea Social Comm. & Strategy Manager AARP @pattijshea Jordan Slabaugh Director of Social Media Spredfast @jordanv#7steps
    • Corporate Social Media#7steps
    • #7steps
    • 7 Steps to Grow Social Programs#7steps
    • #1 Gaining Insight About Your Social Customer#7steps
    • Diving into customer behavior Keep a pulse on the actual activities of social customers Engagement signals interest and in some cases even conversion Assess what’s working and helping gain traction#7steps
    • Assessing the relationship histories Every relationship we hold is different Find “signals” as to what’s important and meaningful to each social customer#7steps
    • #2 Adopting Social Media Company Wide#7steps
    • Internal Organization Getting your house in order is a crucial step for success Executive buy-in enables long-term success Organizing teams in a way that parallels your organization#7steps
    • Enabling Employees No company can expect stellar social without direction Policies help, not hinder Train teams on platforms, tools, communication Ongoing guidance#7steps
    • #7steps
    • #3 Operationalizing Social Media: Workflows & Processes#7steps
    • Organizing Your Social Presence No two companies organize identical internally Segment teams so: • The right people are focused on right content in right places • Segmentation by effectiveness is in place#7steps
    • Setting Roles and Coordination Plans Every employee doesn’t need access to every account Oversight is often required Approval paths are growing trend A plan for coordination and content assignment#7steps
    • #7steps
    • #4 Getting the Most of Out of Great Content#7steps
    • Planning our content proactively Think like you do on other channels: • Pre-plan Ensure time for response and engagement Assign content ahead of time#7steps
    • Leveraging content on social channels Messages shared with other channels are often relevant in social Find new and useful ways to introduce this content Old items can become new and relevant again Integrate social into larger campaign plans#7steps
    • #7steps
    • #5 Delivering Better Customer Experiences#7steps
    • Meaningful Engagement Engagement is the coveted goal of most brands Interaction shows interest, intent This differs widely by brand and company End goal: make this meaningful to your social customers#7steps
    • Interactive and creative experiences Stand out with a compelling experience that raises customer interest Tie back to other digital presences Provide value for social customers by learning what interests or compels them#7steps
    • #7steps
    • #6 Integration#7steps
    • Integrating social into other channels Capitalize on social tendencies of customers Social media should expand beyond social channels Provide social touchpoints at every interaction#7steps
    • Utilizing web analytics in social Corporate websites are the hub of on online information Websites are optimized for education and conversion Integrating with social puts a lens on relationships and correlation between activities#7steps
    • #7 Showing Social Media Impact#7steps
    • Social Impact One of the hottest topics in social Not one size fits all Based on your specific goal and objective Centralizing this data is first big step in connecting dots#7steps
    • Types of Impact Brand Awareness Brand Awareness, Community Activation, Customer Care Sales/ Lead Generation • Growth in networks • Total content • Like • Mentions by published • Comments audience • Number of posts • Retweets • Content Shared per team/ employee • Clicks • Social Impressions • Content published • Conversions to by type website • Conversions by goal • Conversations with customers#7steps
    • AARP http://bit.ly/aarppluggedin#7steps
    • Facebook.com/AARP Twitter.com/AARP#7steps
    • Pinterest.com/aarp_official Youtube.com/AARP#7steps
    • Whole Foods https://twitter.com/WholeFoods/https://www.facebook.com/whole foods #7steps
    • Organizing Social Teams by Geo &#7steps Metro
    • Creative Experiences on Pinterest#7steps
    • Thank you! Michael Bepko Patti Shea Jordan Slabaugh Whole Foods AARP Spredfast @wholefoods @aarp @spredfast @bepkoboy @pattijshea @jordanv Today’s Slides: www.slideshare.com/spredfast#7steps