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


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Presentation shared at the Social Media Strategies Summit in Miami by Jordan Slabaugh of Spredfast on how to grow and expand social media across the company with more people, more places and more conversations.

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

    1. 1. Scaling Social Across theEnterpriseSocial Media Strategies Summit – Miami – June 2012
    2. 2. Jordan SlabaughDirector of SocialMediaSpredfast@JordanV | @Spredfast
    3. 3. 178 The average number of corporate social accounts per enterprise company.#SMSS
    4. 4. 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. ,, Social Media Examiner, Businessweek#SMSS
    5. 5. Social is Industry Agnostic and it’s increasingly complex for brands to scale#SMSS
    6. 6. 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
    7. 7. 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
    8. 8. More People#SMSS
    9. 9. 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
    10. 10. 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
    11. 11. 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
    12. 12. 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
    13. 13. #SMSS
    14. 14. More Places#SMSS
    15. 15. 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
    16. 16. Social Adoption Nearly 2x in 3 Years#SMSS
    17. 17. Top Priorities for Companies #1 Increasing presence across social media platforms#SMSS
    18. 18. More Places = More Organization#SMSS
    19. 19. Providing locations (accounts) to connect with social customers in ways that make sense to their behavior and interaction patterns.#SMSS
    20. 20. 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
    21. 21. #SMSS
    22. 22. #SMSS
    23. 23. More Conversations#SMSS
    24. 24. 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
    25. 25. 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
    26. 26. Intuit Asks: “What’s Really Important to Them?” *Survey conducted by Intuit to gauge interest, importance of social media with their customers.#SMSS
    27. 27. Mood and Urgency of Response *Survey conducted by Intuit to gauge interest, importance of social media with their customers.#SMSS
    28. 28. CNN: More Communication Across Brands, Entities Segmenting communication across the#SMSS brands, products and specific conversations that
    29. 29. Wells Fargo: More Communication With Customers, Prospects, Community Help with questions Responding to negative feedback Acknowledge you’re listening, part of conversations#SMSS
    30. 30. Inform, Engage, Answer Questions, Entertain#SMSS
    31. 31. All of this Requires: Governance Oversight Organizational Enablement Culture, Corporate Buy-In Tools, technology to enable success#SMSS
    32. 32. 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
    33. 33. 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
    34. 34. 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
    35. 35. Thank you! Jordan Slabaugh m @Jordanv |@Spredfast Slides from today’s presentation at