Scaling Social Media Programs - More People, More Places, More Conversations

Scaling Social Across theEnterpriseSocial Media Strategies Summit – Miami – June 2012

Jordan SlabaughDirector of SocialMediaSpredfast@JordanV | @Spredfast

178 The average number of corporate social accounts per enterprise company.#SMSS

4 4 % of online adults who % of online consumers 2 want to engage online with their FinServ provider 2 who “follow” a retailer socially. Average consumer follows 6 retailers. 1 in 484 Marketers outsource all or Average minutes women 3 part of their social media marketing efforts 25-54 with children at home spent on Facebook in February of 2012 *Sources: Forrester Research, Inc. , shop.org, Social Media Examiner, Businessweek#SMSS

Social is Industry Agnostic and it’s increasingly complex for brands to scale#SMSS

Social is no longer just a “Marketing” goal Activate Build awareness of community, build your relationships and brand, messaging power WOM and companyConduct Social Care Generate leads and efforts to help make online sales customers and prospects#SMSS

What Does Social “At Scale” Mean? Getting the right people involved. • The trend is more, more, more. • Giving them the right roles, permissions to enable but protect brand. Planning out the right places to be active. • Like active participants, this number is growing. • These are also segmented out by location, department, brand, business objective. Guiding the ability to have more conversations.#SMSS

More People#SMSS

More People Active in Social Unlocking the people of your organization is a key to success • Marketing • Recruiters • Customer Care • Communications • Product Specialists • Lead Generation and Sales focused staff • Community Managers#SMSS

More People = More Complexity Considerations for people • Who should be active? • What are their goals? • How much time should they be spending in social? • What roles should they have? • How should teams be organized?#SMSS

Helping Haiti’s Seniors Awareness of Life@50+ (advocating) (fundraising) Grassroots communication 6 staffers live of employees to personal tweeting/posting networks + + 3 volunteer member Ask to donate with AARP bloggers doubling impact = = 4.5 million social Overnight, viral support impressions brought by employees of $175,000 + 28,000 Facebook Page interactions#SMSS

The Challenge Enable multiple employees at Whole Foods 300+ stores to participate socially and allow regional/local character while protecting the brand. The Opportunity Allow multiple employees to provide relevant, local, timely content to their communities. From the fishmonger in Phoenix to the Baker in Berkeley. The Solution Audit and authorize accounts to allow rollup analytics and oversight. Train and enable employees to use social in a capacity that makes sense for their role#SMSS

More Places#SMSS

More Places to be Social We live in a multi-channel, fragmented, media world. Brands no longer have luxury of using just a few accounts to communicate. Increasingly, accounts created to communicate with: • Different geographies • Different brands • Different teams • Different needs of customers#SMSS

Social Adoption Nearly 2x in 3 Years#SMSS

Top Priorities for Companies #1 Increasing presence across social media platforms#SMSS

More Places = More Organization#SMSS

Providing locations (accounts) to connect with social customers in ways that make sense to their behavior and interaction patterns.#SMSS

The Challenge Reach students and customers of 400+ food service locations across the country with a large, diverse staff that doesn’t focus on social media full time. The Opportunity Engage with and communicate with students, a socially-connected audience, provide relevant information and updates. The Solution Equip staff at all 400+ locations with the tools and training to effectively communicate dining options, daily menus and regular update. “Our delegates are a diverse mix of roles and responsibilities across our company – we have marketers that have decades of experience yet limited social exposure, we also have relatively young professionals with maybe five years in the working world that grew up with the explosion of social media. But the common thread among them all is this – an energy and passion for bringing social media to ARAMARK and a willingness to challenge the status quo and embrace change.” – Diane Vetter#SMSS

More Conversations#SMSS

More Conversations = More Connections Customers are talking about you now. They are: • Mentioning your brand, products. • Mentioning your competitors. • Asking you questions. • Sharing your content. • Hungry for more information. • Open to interaction and engagement.#SMSS

Scaling interactions requires: The ability to monitor a wide variety of conversations • Keywords • Hashtags • Industry trends • Mentions • Comments Assess which interaction are most important for response Prioritization of response across teams, people, accounts Capability to triage, assign and monitor responses#SMSS

Intuit Asks: “What’s Really Important to Them?” *Survey conducted by Intuit to gauge interest, importance of social media with their customers.#SMSS

Mood and Urgency of Response *Survey conducted by Intuit to gauge interest, importance of social media with their customers.#SMSS

CNN: More Communication Across Brands, Entities Segmenting communication across the#SMSS brands, products and specific conversations that

Wells Fargo: More Communication With Customers, Prospects, Community Help with questions Responding to negative feedback Acknowledge you’re listening, part of conversations#SMSS

Inform, Engage, Answer Questions, Entertain#SMSS

All of this Requires: Governance Oversight Organizational Enablement Culture, Corporate Buy-In Tools, technology to enable success#SMSS

Social Media Policy Strategy and Planning and Guidelines Team, Approvals PathsRealized importance Setup, Configuration from executives,managers, dept heads Scale and Organization of Activity Technology to monitor, engage, measure and coordinate

Parting thoughts: next steps to get started Audit channels in existence and in planning. Assess people who are and should be active. Decide what teams should focus on what channels/ content/ messages. Communicate this clearly. Determine privileges and rights employees should have to be active on corporate channels. Find the best way to aggregate and disseminate relevant content, ideas and messages for various teams, geographies and employees to utilize. Assess your current social media policy to reflect above. If you don’t have one, it’s past time.#SMSS

For More Ideas, Inspiration 36-Page Guide with ideas, best practices and guidance on: • Gaining Insight About Your Social Customer • Adopting Social Media Company- Wide • Operationalizing Social Media with Workflows and Processes • Getting the Most Out of Your Great Content • Delivering Better Customer Experiences • Integration • Showing a Return on Social Media www.spredfast.com#SMSS

Thank you! Jordan Slabaugh jordan@spredfast.co m @Jordanv |@Spredfast Slides from today’s presentation at www.slideshare.net/spredfast#SMSS

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Scaling Social Media Programs - More People, More Places, More Conversations

by Spredfast on Jun 14, 2012

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