Using Processes, Workflows and Organization to Optimize your Social Programs

Organizing and Creating SocialProgram ProcessesSpruce up your social webinar series

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

Social MediaProliferation Jeremiah Owyang @jowyang

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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

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 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

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

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

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

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

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

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

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.

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 Number of users#SocialSpruce

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

More People Active in Social • Marketing • Recruiters • Customer Care • Communications • Product Specialists • Lead Generation and Sales focused staff • Community Managers#SocialSpruce

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

#SocialSpruce

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

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

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

Social Adoption Nearly 2x in 3 Years#SocialSpruce

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

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

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

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

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

CNN: More Communication Across Brands, Entities Segmenting communication across the brands, products and specific conversations that matter to customers#SocialSpruce

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

Inform, Engage, Answer Questions, Entertain#SocialSpruce

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

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

Thank you! Jim Rudden Chief Marketing Officer Spredfast @jimrudden#SocialSpruce

Social @ ARAMARK Tom Carusona @TheDigitalTom

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

Approach People/Collaboration Objectives & Strategies Training Tools & Resources Test. Learn. Adapt.#SocialSpruce

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

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?

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

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

Test. Learn. Adapt. Listen Engage Monitor Measure Adapt & Evolve Strategy#SocialSpruce

Thank you! Tom Carusona Sr. Director, Digital & Social ARAMARK Consumer Strategies @thedigitaltom#SocialSpruce

Contact usinfo@spredfast.com@SpredfastSlides from today’s presentation can befound at www.slideshare.net/spredfast Thanks for joining us!

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Using Processes, Workflows and Organization to Optimize your Social Programs

by Spredfast on Jun 26, 2012

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Using Processes, Workflows and Organization to Optimize your Social Programs Presentation Transcript