Organizing and Creating SocialProgram ProcessesSpruce up your social webinar series
Today’s Presenters                         Jeremiah Owyang                          Partner                         Altime...
Social MediaProliferation Jeremiah Owyang     @jowyang
Media                                          Media                                             Social                   ...
Companies now average an overwhelming number       of corporate-owned accounts#SocialSpruce© 2012 Altimeter Group
Companies not only have more accounts than       ever, but more people publishing on them       “Approximately how many em...
Have a Plan         1. Establish business goals and plan                 2. Develop policies to protect the organization  ...
8       Have a Plan         1. Establish business goals and plan                 2. Develop policies to protect the organi...
Coke planned objectives specific to social       media first – before engaging                         Source: “Cokes fans...
Have a Plan         1. Establish business goals and plan                 2. Develop policies to protect the organization  ...
Define expectations with an internal Social       Media Policy and external community policies.             Intel has made...
Have a Plan         1. Establish business goals and plan                 2. Develop policies to protect the organization  ...
Organize in a scalable way: formalize a       Hub and Spoke model            Move from fragmentation and decentralization ...
Have a trained team                         Average Size of a Corporate Social Media Team: 11                          Bas...
Have a Plan         1. Establish business goals and plan                 2. Develop policies to protect the organization  ...
Map permissions and workflow: who has       access to what? Who engages, and how?#SocialSpruce            Source: “H&R Blo...
Have a Plan         1. Establish business goals and plan                 2. Develop policies to protect the organization  ...
What Social Media Management Systems provide:           Governance                 • Account control                 • Ca...
Five Use Cases for Social Media Management       Case #1:                               Case #2:                          ...
Whole Foods has 641 accounts as of February       2012 – most of them for local stores#SocialSpruce© 2012 Altimeter Group
THANK YOU                                 Jeremiah Owyang                                 jeremiah@altimetergroup.com     ...
Organizing Social Across    the Enterprise       Jim Rudden       @JimRudden
Top Priorities for Companies          #1 Increasing presence across social media platforms#SocialSpruce
100+                  Social accounts                      15                Brands/Groups/Geos                     10x   ...
Organizing Social for the Enterprise      Getting the right people enabled.       • The trend is more, more, more.       •...
More People Active in                Social       • Marketing       • Recruiters       • Customer Care       • Communicati...
The Challenge      Enable multiple employees at Whole Foods 300+ stores to      participate socially and allow regional/lo...
#SocialSpruce
More People = More Complexity      Considerations for people       • Who should be active?       • What are their goals?  ...
Social Communication Education    Formal education    programs are becoming    the norm     • Role definitions     • Train...
More Places to be Social      We live in a multi-channel, fragmented, media world.      Brands no longer have luxury of us...
Social Adoption Nearly 2x in 3                  Years#SocialSpruce
Social Organization                   Dimensions  Influenced by your                                     Geography  compan...
More Conversations = More Connections      Customers are talking about you now. They      are:       • Mentioning your    ...
Scaling interactions requires:      The ability to monitor a wide variety      of conversations       •   Keywords       •...
Intuit Asks:      “What’s Really Important to Them?”                *Survey conducted by Intuit to gauge interest, importa...
Mood and Urgency of Response                *Survey conducted by Intuit to gauge interest, importance of social           ...
CNN: More Communication Across             Brands, Entities                Segmenting communication across the brands, pro...
Wells Fargo: More Communication With      Customers, Prospects, Community          Help with questions                    ...
Inform, Engage, Answer                  Questions, Entertain#SocialSpruce
Organizing Social for the Enterprise      Getting the right people enabled.       • The trend is more, more, more.       •...
For More Ideas, Inspiration                        36-Page Guide with ideas, best practices                        and gui...
Thank you!                     Jim Rudden                Chief Marketing Officer                      Spredfast           ...
Social @ ARAMARK   Tom Carusona   @TheDigitalTom
ARAMARK?      Leader in professional      services:      Food, Facilities, Unifor      ms      Organized into      separat...
Approach      People/Collaboration      Objectives & Strategies      Training      Tools & Resources      Test. Learn. Ada...
People                 Insights                                         Center of                                        E...
Objectives & Strategy                               Before launching a new            Business Goals     channel…         ...
Training  Aware     Social Media Overview                                      Social Channel Introduction              Te...
Tools & Resources   Goal to develop tools that   can be leveraged by the   enterprise:      Social Playbook      Social Vo...
Test. Learn. Adapt.          Listen        Engage                        Monitor                        Measure           ...
Thank you!                 Tom Carusona          Sr. Director, Digital & Social        ARAMARK Consumer Strategies        ...
Contact usinfo@spredfast.com@SpredfastSlides from today’s presentation can befound at www.slideshare.net/spredfast        ...
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Using Processes, Workflows and Organization to Optimize your Social Programs

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Plotting out your social presence and implementing processes for maintenance and growth can be the most difficult parts of undertaking a social initiative. They are also the most crucial steps to guarantee success. This presentation shares content and best practices shared from Altimeter Group’s Jeremiah Owyang, Aramark's Tom Carusona, and Spredfast’s Jim Rudden from a Spredfast webinar where they provided practical advice and key insights into organizing social at scale for the enterprise.

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  • The Social Media Governance website has over 160 Social Media policy documents from a wide variety of companies
  • http://www.slideshare.net/zenaweist/hrblockresponseprocess
  • It could be even more distributed: other countries with other languages, different business units or partners, and a greater variety of social accounts or blogs.
  • Point of this slide- have big brand > topic specific (politics) > geo/demo specific (spanish) >personalities (anderson/christiane) so you are tailoring the conversation and able to connect with more people in a more targete way and dive deeper than if you just had one channel to begin with
  • I know we didn’t discuss using these guys, however- I think this is a good example of the different uses within one org (i.e. customer care, community connecting, etc)
  • This slide is to show how across (2) platforms you can achieve different conversational goals- noted at header
  • ARAMARK is a leader in professional services, providing award-winning food services, facilities management, and uniform and career apparel to health care institutions, universities and school districts, stadiums and arenas, and businesses around the world. The company is recognized as one of the "World's Most Ethical Companies" by the Ethisphere Institute, one of the "World's Most Admired Companies" by FORTUNE magazine and one of America's Largest Private Companies by both FORTUNE and Forbes magazines. ARAMARK seeks to responsibly address issues that matter to its clients, customers, employees and communities by focusing on employee advocacy, environmental stewardship, health and wellness, and community involvement. Headquartered in Philadelphia, ARAMARK has approximately 250,000 employees serving clients in 22 countries. Learn more atwww.twitter.com/aramarknews.Contacts: 
  • Key points: - we teach each LOB to listen first. Understand their customers, what are the conversations that are already happening, where are the potential risks? - We enable listening via Spredfast - After listening, learning and understanding our social customers THEN we engage. - Monitor and measure - Adapt and evolveIt’s a test and learn model. The key is that we’re providing this process to begin engagement. Next we’ll show an example of how we trained managers in HED to engage with college students.
  • Using Processes, Workflows and Organization to Optimize your Social Programs

    1. 1. Organizing and Creating SocialProgram ProcessesSpruce up your social webinar series
    2. 2. Today’s Presenters Jeremiah Owyang Partner Altimeter Group @Jowyang Jim Rudden Chief Marketing Officer Spredfast @JimRudden Tom Carusona Sr. Director, Digital & Social Media Aramark#SocialSpruce @TheDigitalTom
    3. 3. Social MediaProliferation Jeremiah Owyang @jowyang
    4. 4. Media Media Social Account Account Social Media Media Social Account Social Social Social Account Media Media Social Media Social Media Social Account Account Media Account Media Account Media Account Social Social Account Account Social Media Media Social Media Media Account Account Account Social Social Social Account Social Social Social Media Media Media Media Media Media Social Social Social Media Account Account Media Account Account Account Media Account Social Soci Account Account Media Social Account Med Social Media Media Account Acco Social Account Media Social Account Social Social Social Social Media Media Media Account Media Social Media Account Spoke Account Account Media Account Account Account Social Social Spoke Spoke Social Social Social Media Media Media Media Media Social Socialcial Account Media Account Account Media Accountdia Account Social Account Account Mediaount Social Social Account Social Media Social Social Media Social Media Account Media Executives Media Account Media Account Account Account Social Account Spoke Spoke Media Account Social Media Social Media Proliferation Social Social Social Media Account Social Media Media Media Account Account Account Account Hub Social Media Social Social Account Media Spoke Social Spoke Media Social Account Media Account Media Account Account Social Social Social Social Media Media Media Media Account Account Account Social Social Account Social Spoke Spoke Social Media Media Media Media Account Account Account Spoke Account Social Social Social Social Media Media Social Social Social Social Media Media Media Media Account Media Account Account Social Media Social Account Account Media Account Account Account Media Social Social Account Account Media Social Social Social Social Social Media Account Media Media Media Social Media Media Account Social Account Account Social Social Account Media Account Account Media Social Media Media Account Account Media Account Account Social Account Social Media Social Social Account Media Media Media Account Account Account #SocialSpruce © 2012 Altimeter Group
    5. 5. Companies now average an overwhelming number of corporate-owned accounts#SocialSpruce© 2012 Altimeter Group
    6. 6. Companies not only have more accounts than ever, but more people publishing on them “Approximately how many employees post content to official social accounts?” Total Employees Avg. Number of Employees Posting 2,500 13 7,500 22 30,000 83 75,000 182 100,000+ 280 Source: Survey for Social Media Program Managers, conducted by Altimeter Group (Q1-Q2 2011)#SocialSpruce 140 respondents, all over 1000 employees© 2012 Altimeter Group
    7. 7. Have a Plan 1. Establish business goals and plan 2. Develop policies to protect the organization 3. Organize for scale 4. Map out permissions and workflow 5. Choose the right SMMS vendor#SocialSpruce© 2012 Altimeter Group
    8. 8. 8 Have a Plan 1. Establish business goals and plan 2. Develop policies to protect the organization 3. Organize for scale 4. Map out permissions and workflow 5. Choose the right SMMS vendor#SocialSpruce© 2012 Altimeter Group
    9. 9. Coke planned objectives specific to social media first – before engaging Source: “Cokes fans first approach in social communities,” Michael Donnelly, February 12, 2010#SocialSpruce© 2012 Altimeter Group
    10. 10. Have a Plan 1. Establish business goals and plan 2. Develop policies to protect the organization 3. Organize for scale 4. Map out permissions and workflow 5. Choose the right SMMS vendor#SocialSpruce© 2012 Altimeter Group
    11. 11. Define expectations with an internal Social Media Policy and external community policies. Intel has made its Social Yahoo! publishes simple yet Media Guidelines public clear community guidelines#SocialSpruce© 2012 Altimeter Group
    12. 12. Have a Plan 1. Establish business goals and plan 2. Develop policies to protect the organization 3. Organize for scale 4. Map out permissions and workflow 5. Choose the right SMMS vendor#SocialSpruce© 2012 Altimeter Group
    13. 13. Organize in a scalable way: formalize a Hub and Spoke model Move from fragmentation and decentralization to coordination where business units can deploy own their own.#SocialSpruce© 2012 Altimeter Group
    14. 14. Have a trained team Average Size of a Corporate Social Media Team: 11 Base: 144 global corporate social media program managers at companies with over 1000 employees Source: “Social Business Readiness: How Advanced Companies Prepare Internally” (August 31, 2011)#SocialSpruce© 2012 Altimeter Group
    15. 15. Have a Plan 1. Establish business goals and plan 2. Develop policies to protect the organization 3. Organize for scale 4. Map out permissions and workflow 5. Choose the right SMMS vendor#SocialSpruce© 2012 Altimeter Group
    16. 16. Map permissions and workflow: who has access to what? Who engages, and how?#SocialSpruce Source: “H&R Block’s Response Process” David Armano, Edelman 2010© 2012 Altimeter Group
    17. 17. Have a Plan 1. Establish business goals and plan 2. Develop policies to protect the organization 3. Organize for scale 4. Map out permissions and workflow 5. Choose the right SMMS vendor#SocialSpruce© 2012 Altimeter Group
    18. 18. What Social Media Management Systems provide:  Governance • Account control • Cascading permissions • Compliance and Archiving  Workflow How many accounts do you • Tag, flag, route have in your company, and how • Followup many people are using them?  Intelligence • Reporting: Master view of all accounts • Analytics: Predictive, hot spot measurement#SocialSpruce© 2012 Altimeter Group
    19. 19. Five Use Cases for Social Media Management Case #1: Case #2: Case #3: Intense Response Social Broadcasting Platform Campaign Marketing Case #4: Case #5: Distributed Brand Presence Tailored Service & Support Source: “A Strategy for Managing Social Media Proliferation,” Altimeter Group (January 5, 2012)#SocialSpruce© 2012 Altimeter Group
    20. 20. Whole Foods has 641 accounts as of February 2012 – most of them for local stores#SocialSpruce© 2012 Altimeter Group
    21. 21. THANK YOU Jeremiah Owyang jeremiah@altimetergroup.com web-strategist.com/blog Twitter: jowyangDisclaimer: Although the information and data used in this report have been produced and processed fromsources believed to be reliable, no warranty expressed or implied is made regarding the completeness,accuracy, adequacy or use of the information. The authors and contributors of the information and datashall have no liability for errors or omissions contained herein or for interpretations thereof. Referenceherein to any specific product or vendor by trade name, trademark or otherwise does not constitute or implyits endorsement, recommendation or favoring by the authors or contributors and shall not be used foradvertising or product endorsement purposes. The opinions expressed herein are subject to change withoutnotice.
    22. 22. Organizing Social Across the Enterprise Jim Rudden @JimRudden
    23. 23. Top Priorities for Companies #1 Increasing presence across social media platforms#SocialSpruce
    24. 24. 100+ Social accounts 15 Brands/Groups/Geos 10x Number of users#SocialSpruce
    25. 25. Organizing Social for the Enterprise Getting the right people enabled. • 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.#SocialSpruce
    26. 26. More People Active in Social • Marketing • Recruiters • Customer Care • Communications • Product Specialists • Lead Generation and Sales focused staff • Community Managers#SocialSpruce
    27. 27. 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#SocialSpruce
    28. 28. #SocialSpruce
    29. 29. More People = More Complexity Considerations for people • Who should be active? • What are their goals? • How much time will they be spending in social? • What roles should they have? • How should teams be organized?#SocialSpruce
    30. 30. Social Communication Education Formal education programs are becoming the norm • Role definitions • Training for the job – not just the tool • Handbooks for specific social networks • Connection to corporate training & certification • “Office Hours”, Help Desks#SocialSpruce
    31. 31. More Places to be Social We live in a multi-channel, fragmented, media world. Brands no longer have luxury of using just a few, central accounts to communicate. Increasingly, accounts created to reach diverse audiences: • Different geographies • Different brands • Different teams • Different needs of customers#SocialSpruce
    32. 32. Social Adoption Nearly 2x in 3 Years#SocialSpruce
    33. 33. Social Organization Dimensions Influenced by your Geography company structure and readiness • Country • Region • Store Actively shaped by needs of the Function Brand audience • Marketing • Show • Care • Product • Jobs • Property Evolving based on company adoption/audience Topic engagement • Charity • Event#SocialSpruce
    34. 34. 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#SocialSpruce
    35. 35. 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 Prioritize response across teams, people, accounts Triage, assign and monitor responses Track and compare progress#SocialSpruce
    36. 36. Intuit Asks: “What’s Really Important to Them?” *Survey conducted by Intuit to gauge interest, importance of social media with their customers.#SocialSpruce
    37. 37. Mood and Urgency of Response *Survey conducted by Intuit to gauge interest, importance of social media with their customers.#SocialSpruce
    38. 38. CNN: More Communication Across Brands, Entities Segmenting communication across the brands, products and specific conversations that matter to customers#SocialSpruce
    39. 39. Wells Fargo: More Communication With Customers, Prospects, Community Help with questions Respond to negative feedback Acknowledge you’re listening, part of conversations#SocialSpruce
    40. 40. Inform, Engage, Answer Questions, Entertain#SocialSpruce
    41. 41. Organizing Social for the Enterprise Getting the right people enabled. • 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.#SocialSpruce
    42. 42. 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#SocialSpruce
    43. 43. Thank you! Jim Rudden Chief Marketing Officer Spredfast @jimrudden#SocialSpruce
    44. 44. Social @ ARAMARK Tom Carusona @TheDigitalTom
    45. 45. ARAMARK? Leader in professional services: Food, Facilities, Unifor ms Organized into separate businesses by industry Many client locations • Ingredient brand • Closely tied to client/location#SocialSpruce
    46. 46. Approach People/Collaboration Objectives & Strategies Training Tools & Resources Test. Learn. Adapt.#SocialSpruce
    47. 47. People Insights Center of Excellence Vision & Strategy Resources & Tools Governance Training Digital Center of Excellence Social Delegates Strategy Business-specific Strategy Data Content Strategy Business Objectives Monitoring/Measurement Line of Management Business: Social Delegates Community Client/Field Managers Locations: Content Development Community Channel engagement Managers Customer Service Consumers#SocialSpruce
    48. 48. Objectives & Strategy Before launching a new Business Goals channel… 1. Are you already listening in Marketing Strategy the space? 2. What are the risks of Social Strategy launching this channel? & Objectives 3. What about the risks of NOT launching the channel? Social Channels 4. Forrester’s POST Method 1. People 2. Objectives Social Voices 3. Strategies 4. Technologies 5. Can your effort be: Material, sustainable, scala#SocialSpruce ble?
    49. 49. Training Aware Social Media Overview Social Channel Introduction Technology- Business Active Social Media Overview (required to take modules of channels that are implemented in strategy) based Strategy All Social Channel Technology- Subject Matter Expert Social Media Overview Introduction based Expert#SocialSpruce
    50. 50. Tools & Resources Goal to develop tools that can be leveraged by the enterprise: Social Playbook Social Voice Guide Comment Engagement guide Social Channel playbooks Resource guides: FB Timeline, etc. SMMS: Spredfast Internal collaboration platform (beta)#SocialSpruce
    51. 51. Test. Learn. Adapt. Listen Engage Monitor Measure Adapt & Evolve Strategy#SocialSpruce
    52. 52. Thank you! Tom Carusona Sr. Director, Digital & Social ARAMARK Consumer Strategies @thedigitaltom#SocialSpruce
    53. 53. Contact usinfo@spredfast.com@SpredfastSlides from today’s presentation can befound at www.slideshare.net/spredfast Thanks for joining us!
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