Summit Session: Monitoring & Measurement: How to Improve Your Brand’s Voice in the Social Space
Improving Social Brand Engagement Jordan Slabaugh Director of Social Media Spredfast
About SpredfastSaaS software companyFounded 2009HQ in Austin, TX100 employees250+ customersSocial media managementsystem for enterprises and theagencies that support them
The Common Thread?• By EOY more than 60% of Fortune 500 companies will "actively engage" customers with Facebook marketing - up 20% from 4th Q 2011 (Gartner)• 17% of customers have used social in past year to get customer service response (American express 2012 customer barometer)• Customers who engage with companies over social spend 20 to 40% more money with this customers than other customers (Balin and Company report)
Engagement: Internal vs ExternalPeople Connectionsactive across social for your (social “opt-ins”)company InteractionsGroups from social community, socialactive across social customersMessages published Potential reachfrom your company from social messages
Quiz Time1. How many people are active on social for your company?2. How many distinct groups (department, geographies, brands) are included?3. Over the past week, how many messages has your company published in social?4. How many connections does your company have across social channels?5. How many interactions does your brand receive weekly from social connections?6. How many people are you “reaching” through social weekly?
Internal: PeopleHow many people across the company are you enabling to spread messaging and interactions across the social web?
Engaging People Internally• Social is a business- Individuals wide effort. Subject Matter• Think outside of the Experts Social Media and Regional Community Managers. Corporate/Social
Engaging People Internally Aramark: Whole Foods:engaging employees where they work Hub and metro-spoke model
Internal: GroupsHow are you incorporating more aspects of the business and areas of expertise in social programs?
Engaging Different GroupsSegmenting communication across the brands, products and specific conversations that matter to customers
Internal: Messages & ContentHow often is your company publishing content and responding to relevant social conversations? Daily= 55, Weekly= 383
Internal Content and MessagingUser Input/Ideas Incentives Exclusive Content
External: Network SizeHow many social users are a part of your “opt-in” social networks and presences?
External Network Size The larger network size, the more “opt-in” members a brand has to sharemessages, inspire action and eventually convert or cultivate into brand advocates.
External: Social InteractionsHow often are your social community members actually interacting with you, your content or your company? Daily= 22,222, Weekly= 155,555
External Social InteractionsInspiring Shares & WOM Helping with Issues Acknowledge & Delight
External: Social ReachHow many potential impressions are you achieving through social publishing and interactions?
External Social ReachNetwork Size + Audience Engagement
6 Key Opportunities to Take Advantage of Today1. Delivering more, quality content.2. Uncover contextual learnings.3. Understand social network utility.4. Segment groups and users to focus efforts.5. Coordinate across teams.6. Don’t forget the opportunity to convert.
Thank you! Jordan Slabaugh Director of Social Media Spredfast @JordanV | @Spredfast firstname.lastname@example.org