Social Bussines Study Guide Spredfast (May 2013)Document Transcript
Table of contentsIntroduction 3Enhance Listening 4Balance Organization and Governance 6Execute Complex Orchestration 8Optimize Measurement 10Create, Curate, and Converse 12Boost Segmentation and Targeting 14Expand Quality Engagement 16Synthesize Paid, Owned, and Earned 18
Back To Top3 | Spredfast Study Guide IntroductionINTRODUCTIONToday, social media success means something different to everyorganization. Brands participate in social to build customer loyalty,drive sales, support customers, or interact with their community.Although social business goals are different at every company, the pathto success is always the same. It requires that a brand understand andsegment audiences, engage them in meaningful ways, and measurethe return on that engagement, all of which is incredibly challengingfor the average social team. However, there is no need to go it alone.Social media management technology connects social to the heartof any business and helps teams regain the bandwidth they need tothink more strategically about their social programs.Spredfast helps hundreds of brands achieve social success by making iteasy for them to embrace best practices, in the context of their uniquebusiness needs. The Spredfast Social Business Study Guide leveragesthis expertise. This 19-page Guide gives you practical strategies forsuccess, tangible action items, and real world examples designed tohelp you bring theory into practice.
4 | Spredfast Study GuideSection 1: Social Listening Back To TopEnhance Listeningwith SpredfastThe average social enterprise generates 20,000 daily interactions across more than 50 social accounts, involving29 employees. Many still try to manage this volume using native sites, freemium tools, email and Excel, with lessthan satisfactory results. Savvy brands use Spredfast, making it easy to identify important conversations, ensurethat the right people respond, and track contextual information about social interactions.Monitor Important ConversationsYou can configure streams to monitorall majornetworks—Facebook,Twitter, LinkedIn, Google+,YouTube, blogs,Bazaarvoice, Slideshare, Foursquare, Flickr, Bing, and RSS — at a department, group, orindividual level.Enlist Entire TeamsSpredfast ensures you won’t miss important conversations. It’s easy to identify and assign activity to the rightteam or individual. And you can rely on threaded views for full context, across all message types and networks.Understand Your AudienceEvery post includes insight about its author—including things like audience size, aggregate social activity, KloutTMscore, interactions with your brand, and more. You can use this context to respond authentically.Analyze and ArchiveWith Spredfast, you can analyze activity to learn what your fans and followers are taking about. You can alsostore or export activity and audit logs to your corporate archives and retention system.Spredfast minimizes the social noise, so you can focus onthe conversations that matter most to your business.
5 | Spredfast Study Guide Section 1: Social Listening Back To TopJason’s Deli listens for direct brand mentions (@jasonsdeli) as well as indirect mentions (#jasonsdeli, jason’sdeli) and responds to positive, negative, and neutral comments. By listening proactively, Jason’s Deli is able to:Don’t let insight come at the expense of action. Share-of-voice and sentiment analysis are useful information, but onlywhen you’re armed with tools to act upon those insights.There is no need to replace existing listening tools. Spredfast simply integrates with your listening solution, giving youcomplementary analysis and a way to improve reach, engagement, and results.social listening Success Story Jason’s DeliThe Big PictureAddress aNegativeCustomerExperienceInfluence aCustomer’sPurchaseDecisionAnswer aCustomerInquiryFor more ideas on social listening, refer to The Social Business Textbook - Chapter 1.
6 | Spredfast Study GuideSection 2: Organization and Governance Back To TopBalance Organization ANDGovernance with SpredfastSocial affects every part of the business, making oversight and organization vitally important. Yet, it’s impossibleto govern social through traditional means. It’s also difficult to make sure that business goals define strategymore than governance policy. Smart brands address these challenges by using Spredfast to define business goals,empower contributors, protect brand integrity, promote best practices, and assign access and permissions.Adapt to Any OrganizationMake Groups Self-SufficientManage Complex User PermissionsEnforce Corporate PoliciesSpredfast helps you achieve social success without changingyour organizational structure or sacrificing control.Adapt to Any OrganizationMake Groups Self-SufficientManage Complex User PermissionsEnforce Corporate PoliciesSpredfast manages all groups and social accounts in a single platform, regardless of size or structure (geography,brand, product, department).Each part of your organization can govern its own social programs and accounts. Different groups can set theirown user roles, permissions, and group-specific business goals or KPIs.All of your social contributors and participants have fine-grained access levels and permissions that let themengage on the right social accounts. Your organization can also utilize single sign-on (SSO).Spredfast can help you enforce important social policies (do’s and don’ts) by distributing pre-approved contentand/or automating approval processes and engagement strategies.
7 | Spredfast Study Guide Section 2: Organization and Governance Back To TopThere is no one right way to organize your social presence. A few common configurations include organizingby business unit, geographical location, or product offering.In addition to operating a corporate handle, AARP uses state-level accounts to provide relevant local information tomembers of the non-profit organization geared towards serving people 50+.Want to connect with AT&T? To keep tabs oncompany updates? To get customer support? To finda deal? To find a job? Whatever the case—they havea tailored account to connect with you.Some brands choose to organize by specificproduct or service offering. Take USAToday, thenation’s number one newspaper in print circulation,for example. They organize their social presence bynews category.The social landscape changes at a ridiculous pace and those changes often affect corporate policies. However, there isno need to upend your social organization’s structure to adapt to changing social policies.Spredfast can be configured to fit your unique organization. Plus, it’s nimble enough to keep up with social media trendsand the evolving needs of your business.For more ideas on Organization and Governance, refer to The Social Business Textbook - Chapter 2.ORGANIZATION & GOVERNANCE Success Story AARP/AT&T/USA TODAYThe Big Picture
8 | Spredfast Study GuideSection 3: Orchestration Back To TopExecute ComplexOrchestration with SpredfastAs more and more groups and contributors participate in social, it’s easy to get buried in email threads andspreadsheets. This approach wastes time and money, and makes it hard to focus on the bigger picture. Manysuccessful social brands use Spredfast to automate approval paths, implement workflow and assignment rules,centralize content distribution, and manage conversation moderation.Spredfast helps you collaborate efficiently and effectively sothat workflow and approvals don’t hinder your social success.Distribute Approved ContentAutomate Detailed WorkflowsAccelerate Critical ApprovalsModerate Important ConversationsSocial contributors access a central repository of approved content and messaging. This makes it easier for yourteam to maintain the right publishing cadence and greatly facilitates quality engagement.Spredfast replaces long email threadswith system notifications andworkflowautomation, simplifying collaborationbetween cross-functional teams aswell as large groups.Flexible approval paths help you maintain the right level of oversight—without hindering your ability to respondto sensitive and important conversations.It’s easy to identify important conversations and respond quickly, by automating escalation paths and audittrails for all types of social conversations.
9 | Spredfast Study GuideSection 3: Orchestration Back To TopIn addition to maintaining globally managed presences on Facebook, Twitter, and Pinterest (among other socialnetworks),WholeFoodsenablesover2,500employeesatits340+storestoproviderelevant,local,andtimelycontentto their communities. This allows each region to share its own local flavor while preserving brand integrity.Automation isn’t simple. True orchestration gets really complex really fast. Be prepared to address all kinds of socialengagement — reactive vs. proactive, brand vs. revenue marketing, and more.Don’t let your team be handicapped by old-school approaches to managing approvals, workflow, and collaboration.Spredfast can help you keep up with the breadth, scope, and pace that quality social engagement demands.For more ideas on Orchestration, refer to The Social Business Textbook - Chapter 3.ORCHESTRATION Success Story WHOLE FOODSThe Big PictureWhole Foods has more than250 Facebook Pages to servespecific metro areas withlocal, relevant information.Over 300 Twitter accountsengage with and sharetimely information with localshoppers and residents.Whole Foods’Pinterest pagecurates visual products, foodand lifestyle ideas, as well ascompany-related causes.
10 | Spredfast Study GuideSection 4: Measurement Back To TopOptimize Measurementwith SpredfastTo measure campaign performance, the average social team combs through dozens of spreadsheets and reportsfrom the social networks. This often leads to information overload and losing sight of what drives results. Manysocial brands use Spredfast to understand their audiences, measure quality engagement, define and track socialconversions, and calculate return on engagement (ROE).Compare Channels and CampaignsAnalyze Performance and TrendsDefine and Track ResultsIdentify Top PerformersSpredfast helps you measure performance and understandwhat drives results throughout your social programs.Spredfast makes it simple to aggregate and analyze audience, activity, and engagement across all platforms andall social accounts. Dashboards compare things like accounts, campaigns, departments, regions, and brands.Spredfast filters through mountains of data allowing you to monitor performance and identify trends. You can startwith high-level KPIs, drill into detailed post metrics, and filter against customized reporting periods.You can leverage GoogleAnalytics orOmniture link tags and goals to track conversions and measure results. You canalso calculate the return of social campaigns byattributing dollars to the engagement types thatyouvalue most.Dashboards deliver insights that help you understand your best content types, most effective contributors, top-performing campaigns, and the times of day that yield the best engagement.
11 | Spredfast Study Guide Section 4: Measurement Back To TopOne of the opportunities and challenges about social business, is the sheer volume of data that can be collectedand analyzed. AT&T manages this data overload by focusing on a channel-specific“ultimate metric.”Learn moreabout how AT&T uses data to drive strategy by viewing our Social Prep School Webinar.Too much of the wrong information can eliminate actual learning. Don’t let your organization get overwhelmed byporing over detailed spreadsheets and trying to make sense of different social network reports.Spredfast frees you and your team from ‘analysis paralysis’ by making it easy to understand what drives performanceacross social networks, accounts, teams, content, and campaigns.For more ideas on Measurement, refer to The Social Business Textbook - Chapter 4.Measurement Success Story at&tThe Big Picture3,006Facebook: Shares24Twitter: Retweets28Google+: +174Instagram: Hearts (Likes)
12 | Spredfast Study GuideSection 5: Social Content Back To TopCreate, Curate, andConversE with SpredfastSocial media creates new content challenges and opportunities, as brands try to maximize engagement across adiverse and ever-evolving social landscape. Whereas other media are geared around driving impressions, socialmedia content aims to inspire conversations. Smart social brands use Spredfast to plan effective social campaigns,curate and amplify engaging content, and understand which content performs best for their business.Spredfastshowsyouwhichcontentdrivesengagementandmakesiteasytocreate,curate,andparticipateintheconversationsthatdeliverresults.Curate External ContentKeep teams on brandAmplify Top PerformersCompare Message PerformanceSpredfast delivers keyinsight about the content that engagesyouraudience most, soyou can plan effectivelyandoptimize future campaigns.You can measure engagement using content labels, Bit.lyand custom link shorteners.You can highlight and share important conversations and top-performing content with distributed teams. Thisinsight can help you maximize engagement throughout your organization and expand your reach.Spredfast identifies conversations about your brand or industry, and makes it easy for your teams to respond andinteract. Joining conversations started by others is a great way to grow your audience and attract engagement.A customizable content library lets you publish approved assets to distributed teams. You can also establishstandard responses to common questions and ensure the right people participate in important conversations.
13 | Spredfast Study GuideSection 5: Social Content Back To TopTheCWTelevisionNetworkishometoshowslike90210,GossipGirl,andTheVampireDiaries.Theirsocialpresencesaretailoredtothestyleandaudienceofeachshow,andtheycreateandcurategreatcontentandconversewiththeirfans.There’s no “one-size fits all” in the social content game. The most effective content can come from anywhere (inside oroutside the organization) and any format (in 140 characters or rich media). Be sure your content strategy lets you create,curate, and respond to all kinds of great content.Spredfast helps you manage complexity and understand which content inspires quality social engagement. You can usethese powerful insights to develop comprehensive social content strategies.For more ideas on Content, refer to The Social Business Textbook - Chapter 5.Content Success Story the cwThe Big PictureMost of the tweets in the America’s Next Top Model Twitter feedare curated from past contestants, fans, and Ms. Tyra Banks herself.Fans of The Vampire Diaries can join in on weekly live chats onTwitter during episodes using a custom hashtag created to startand keep track of the conversation.CreateCurate ConverseTo promote the new CarrieDiaries, custom imagesof characters from otherseries in“8-Bit”mode werecreated to spread the wordabout the premiere.
14 | Spredfast Study Guide Section 6: Segmentation and Targeting Back To TopBoost Segmentation andTargeting with SpredfastSocial networks allow brands to understand, segment, and target their social audience using an unprecedentedamount of demographic, psychographic, and behavioral criteria. Yet, busy social teams struggle to capitalize onthis opportunity. Smart brands use Spredfast to study audience characteristics, embrace network targeting tools,and optimize engagement strategies for their most important market segments.Spredfast makes it easyto segmentyouraudience and publish targetedcontent to drive qualityengagement across all majorsocial networks.Study Your AudienceDefine Target SegmentsEmbrace Network TargetingOptimize Messages for Key SegmentsSpredfast letsyou to studyyouraudience across all accounts to identifyyourmost active andvaluable segments.Youcan analyze detailed demographics such as relationship status, education level, professional industry, and more.By leveraging audience insights, you can build and save target profiles and reuse them for a variety of campaignsover time. These predefined profiles make targeting more accessible to larger groups of social contributors.Network targeting capabilities can be used for more than just paid promotions. You can use Spredfast to publishtargeted messages from a consolidated interface, and measure their performance across campaigns.By combining audience insight with social performance data, you can continuously improve your social campaignsand optimize messages for those segments that truly drive business results.
15 | Spredfast Study Guide Section 6: Segmentation and Targeting Back To TopWith 18,000 retail stores in 60 countries, Starbucks customers are as diverse as the iconic coffee chain’s handcraftedbeverages.Inadditiontosegmentingsocialpresencesbyconsumerinterests(StarbucksFrappuccinohasover10Mfanson Facebook and 27KTwitterfollowers), Starbucks also segments audiences and utilizes message level targeting by:Effective segmentation and targeting are key to success in marketing and customer loyalty programs. Social medialeverages these concepts more than any other channel-be sure your team capitalizes on the resulting opportunities.By centralizing and simplifying audience analysis, segmentation, and targeting, Spredfast gives you the insight youneed to execute sophisticated campaigns that drive quality engagement and business results.For more ideas on Segmentation and Targeting, refer to The Social Business Textbook - Chapter 6.segmentation & targeting Success Story starbucksThe Big PictureLocation Language
16 | Spredfast Study GuideSection 7: Engagement Back To TopExpand Quality Engagementwith SpredfastSocial media is the onlymarketing channel that allows brands to listen to and interact directlywith massive numbers ofcustomers,prospects,andcommunityinfluencers.Theaveragesocialteamstrugglestomaintainaconsistentpublishingcadence, and many teams don’t have the bandwidth to respond to comments and questions. Spredfast keeps socialbrands at the top of their game by executing more effective and efficient engagement strategies.Spredfastgivesyouapowerfulwaytoinitiateandrespondtoqualityconversationsthatattractandengagetherightaudienceforyourbusiness.Enlist More ContributorsPlan AheadInteract ConsistentlyEmbrace Sharing and ReciprocitySpredfast helpsyou deploymore social contributorswithout losing control ofyourbrand orengagement strategies.You can ensure that the right people initiate and respond to conversations across all social networks and accounts.Using a central calendarcreatesvisibilityand allowsyou to plan campaigns days,weeks, oreven months in advance.This helpsyou maintain the right content mix and frees up resources to participate in real-time conversations.Spredfast helps you balance meatier social campaigns with lightweight interactions to maintain a consistent interactioncadence. This empowers you to serve a more diverse mix of interests and content preferences across your target audiences.You can structureyourorganization to maintain the right balance of proactive and reactive engagement. Spredfasthelpsyou maximize reach andword-of-mouth byoptimizingyourmix of sharable content and real-time responses.
17 | Spredfast Study GuideSection 7: Engagement Back To TopAs a member-owned co-op, REI knows a thing or two about building community. Committed to providing gear,guidance, and inspiration to get outdoors, REI does a great job of providing all of the above via social channels.An effective social strategy addresses audience preferences with the right content mix and allows for both proactiveand reactive engagement. Be sure your team has the support it needs to engage a diverse audience.Social engagement doesn’t need to be a shot in the dark. Spredfast helps you and your team to understand audiencepreferences more clearly, so you can maximize quality engagement across all social channels.For more ideas on Engagement, refer to The Social Business Textbook - Chapter 7.engagement Success Story REIThe Big PictureGuidance: It’s the oldest trick in the (social) textbook. REIuses infographics, like this clever“Zombie Survival Gear”toconveyinformation about products and outdooractivities.In addition to brand specific activity, REI participates incommunityconversations surrounding National Parks andNational Geographic—two obvious topics of interest to theirconsumerdemographic.Inspiration: With the multichannel #REI1440 campaign, REIis creating an interactive timeline of all 1,440 minutes ofthe dayspent enjoying the outdoors from users’content.Gear:Taking a queue from the“Man yourMan could SmellLike,”campaign REI“GreenVests”employees made instantvideo responses to holidaygift questions in their#giftpickscampaign, and created easilyaccessible Gift Guide boardson Pinterest to inspire shoppers.
18 | Spredfast Study Guide Section 8: Paid - Owned and Earned Back To TopSynthesize Paid, Owned, ANDEarned with SpredfastSocialmarketingeffortsaremoreeffectiveifyoucombinecontentonownedmediachannelswithearnedaudienceinteractions and paid advertising options. However, most social teams manage owned content, earned media,and advertising decisions separately. Successful social brands use Spredfast to let owned and earned contentperformance direct their paid strategy in order to maximize social results.Spredfasthelpsyousynthesizepaid,earned,andownedcontenttodriveengagement,conversion,andbusinessresults.Amplify Effective ContentHarness Earned MediaBalance Owned, Earned & PaidOptimize Paid PromotionSpredfast makes it easy to understand which content drives quality engagement and lets you amplify it across allof your social accounts. By removing the guesswork, you can use clear insights to expand reach and engagement.You can monitorearned engagement to learnwhenyouraudience initiates important conversations and responds toowned content. Spredfast streamlinesyourteam’s abilityrepurpose earned media to amplifyreach and engagement.Spredfast allows you to compare the performance of owned, earned, and paid content across all social networksand accounts. You can use this insight to continuously improve content and engagement strategies.Armed with insight about high performing social content, you can make more informed decisions about paidsocial promotions on Facebook, Twitter, LinkedIn and Google+.
19 | Spredfast Study Guide Section 8: Paid - Owned and Earned Back To TopRackspace Hosting combines paid, owned, and earned elements to connect with users and fans. By sharing greatowned content, amplifying positive earned media, and using paid options on social channels, Rackspace increasesbrand awareness, builds brand loyalty, and drives conversion.Don’t make decisions about which posts to amplify and promote in a vacuum. For better results, make sure you andyour team leverage actual social performance insight to inform your paid promotion programs.Spredfast provides actionable insight about your audience, content, and engagement. This knowledge can help you andyour team understand how to optimize paid promotions on Facebook, Twitter, LinkedIn, and Google+.For more ideas on Paid - Owned and Earned, refer to The Social Business Textbook - Chapter 8.paid-owned-earned Success Story RackspaceThe Big PictureThese right rail Facebook Ads include a clear call to actionand compelling purchase info.By Retweeting or engaging with a user’s positive review,Rackspace builds positive brand awareness.Inasinglepost,Rackspaceissharinganearnedmediaimpressionfromanownedsocialpropertyandamplifyingthemessagewithpaidpromotion(FacebookSponsoredStories.)Rackspacecreatedavideoaskingkidstoexplainthecloud.WhensharedonGoogle+andFacebook,thevideowasSharedandLiked/+1’dmanytimes.