Steering a Large Organization Toward Social Media Success, presented by Tyler Butler, Social Media Manager and Adam Rozenhart, Director, Social Media Strategy from ATB Financial.

2. Gun Analogies
& Bad Wine
Steering a Large Organization Toward Social Media Success

4. There are no bad ideas;
only bad people.
- Adam Rozenhart, Director, Social Media Strategy

5. We’re killing it... and it’s killing us.
- Tyler Butler, Social Media Manager

6. Your organization
Is Already Social

7. 7
50,000,000 businesses have a Facebook Page
30% of millennials engage with a brand on social at
least once a month.
73.4% of users follow a brand because they’re interested
in the product or service.
32%
of Gen Xers interact with brands at least once a
month, which is higher than millennials (30%) and
baby boomers (14%).
All stats from Sprout Social. Aren’t they great?

8. The recent past:
A little bit of
Wild West
● “Any content is good content”
● Lots of cooks in the kitchen
● Very little governance
● Reactive rather than proactive

9. You’re being hired to take our social
media presence to the next level.
- Peggy Garritty, aka “Pegasus”

10. We want to be
A Cult Brand.

11. 11
Create a universe around our
products with our customers at the
centre of it.

15. 15
Always wear your
nametag
Get back to people
within 24 hours
Be present in
meetings
Our three signature moves
Did Tyler and Adam remember to wear their
nametags on stage? Let’s find out.

17. We need to
move from
“spray and
pray”

18. ...to
sniper-like
precision

19. I can’t really see another squad tryna
cross us. Nah.
- Drake, discussing competitor analysis

20. Strong Visual Brand

21. Positive
Customer
Interactions

22. Focus on lifestyle
that products unlock

23. Central control of
brand message

24. 24
We need to be inspired by other
Cult Brands — and be better than
best practices.

25. In the midst of chaos, there is also
opportunity.
- Sun Tzu, in the early stages of a social media audit

26. 26
ATB has
over 75 social media accounts

28. 28
8 are core accounts (incl. Dave)
28 are sub-brands
29 are branch accounts
10 are sponsorships or events

30. 30
Risks of Large Social Presence
● Customer confusion
● Brand cohesion
● Split audience
● Access to resources
● Weak/inactive accounts
● Control of message

32. Streamlining
Optimizing ATB’s social media presence

33. 33
ATB needs to share the
best content with the largest
audience.

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Secondary accounts should
supplement and enhance ATB’s
brand.

35. 35
Secondary Account Criteria
● How is the account distinct from ATB’s brand?
● Could the account exist without ATB content?
● How does the account add value to ATB’s brand?
● Does the account have a distinct audience?
● Is the account sustainable (budget, resources, content, etc.)?
● Does the account have clearly defined and achievable goals?

36. You come at the king, you best not miss
- Omar Little, on executive-level social media

38. In preparing for battle, I have always
found that plans are useless but
planning is indispensable.
- Dwight D. Eisenhower, on channel planning

39. 39
Aggregate Age & Gender

40. Fast is fine, but accuracy is everything.
- Wyatt Earp, on persona-based targeting

41. 41
Persona
Meet Magdalena. She’s the perfectly crafted persona who we can reference
in our channel plans. She likes things like WWE wrestling, Mongolian folk
music and brunch with her besties. We’re going to make content that aligns
with her interests. Because we want her to like us as much as we like her.
Why don’t you like us, Magdalena? Why?

42. 42
Facebook | Show
Twitter | Amplify
Instagram | Smile
Snapchat | Educate
LinkedIn | Inform
YouTube | Broadcast

43. 43
Content is like baseball...
Double (D)
A double is a bigger piece of
content. It’s the story that we
put a little more weight
behind, share across more
channels and draw more
attention to.
Single (S)
A single is a small, frequent
piece of content. It’s a one-off
share that stands alone and
tells a great story.
Home Run (H)
Home runs are the rare
pieces of content that break
the mold. We pull out all the
stops, break all the rules and
knock it out of the park.

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Organic social media tells stories.
Paid social media drives traffic.

45. 45
Audit
Channel
Plans
Share with
Team
Members
Create
Content
Evaluate and
Adjust
Change Is Hard
This is a change management process. It takes time,
negotiation, compromise, focus and repetition.

46. I ain’t shit without my homeboyz.
- Kurupt, on engaging team members as brand ambassadors

47. Team members are
Proud of ATB

48. More authentic than
‘Copy & Paste’

49. 49
We want you to
use social media
Social media is
the real world
Don’t be weird
about it
Social Media Guidelines
We want our team members to be brand
ambassadors on social media. We need them to know
that social media is instant, permanent and global.

50. 50
2 Pages
8 Don’ts
5 Dos
1 Document

51. We’re building an
Opt-In Army
51

52. We’re activating
The Socialites
(Adam doesn’t like the name ‘socialites’)

53. We’re collaborating
With team members

54. Started from the bottom, now the
whole team f**kin’ here.
- Drake, referring to a snapshot of our current content

64. Social media is like bad wine. It does
not get better with age.
- Lyndsay Hobbs

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Design
Guidelines
Podcast
Strategy
Snapchat
Channel Plan
YouTube
Content
Strategy
What’s Next?
Our process has earned us the space and trust to
experiment and create.

66. 66
Key Takeaways
Change Management
Big change takes time,
dedication, and repetition.
Convince people. Collaborate
with them. Create something
that makes people happy and
proud.
Best Practices
Take your lead from best
practices, but make better
than best practices for your
organization. Do what works
for you, and do it really,
really well.
Go Your Own Way
Your strategy should be
informed by your
organization’s culture and
content. How and what you
publish comes easily when
you’re living and breathing
your culture.