Scaling Social Across the Enterprise

Social Media Strategies Summit – Miami – June 2012

Jordan SlabaughDirector of Social MediaSpredfast@JordanV | @Spredfast

178The average number of

corporate social accounts per enterprise company.

42

42

% of online adults who want to engage online

with their FinServ provider

% of online consumers who “follow” a retailer

socially. Average consumer follows 6

retailers.

1 in 3

Marketers outsource all or part of their social

media marketing efforts

484Average minutes

women 25-54 with children at home spent

on Facebook in February of 2012

*Sources: Forrester Research, Inc. , shop.org, Social Media Examiner, Businessweek

Social is Industry Agnostic

and it’s increasingly complex for brands to

scale

Social is no longer just a “Marketing” goal

Build awareness of your brand,

messaging and company

Generate leads and make online sales

Activate community, build relationships and

power WOM

Conduct Social Care efforts to help customers and

prospects

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.

More People

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

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?

The ChallengeEnable multiple employees at Whole Foods 300+ stores to participate socially and allow regional/local character while protecting the brand.

The OpportunityAllow multiple employees to provide relevant, local, timely content to their communities. From the fishmonger in Phoenix to the Baker in Berkeley.

The SolutionAudit 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

More Places

More Places to be SocialWe 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

Top Priorities for Companies

#1 Increasing presence across social media platforms

More Places = More Organization

The ChallengeReach 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 OpportunityEngage with and communicate with students, a socially-connected audience, provide relevant information and updates.

The SolutionEquip 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

More Conversations

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.

Scaling these 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

More Communication Across Brands, Entities

Segmenting communication across the brands, products and specific conversations

that matter to customers

More Communication With Customers, Prospects, Community

Help with questions Responding to negative feedback

Acknowledge you’re listening, part of conversations

Inform, Engage, Answer Questions, Entertain

All of this Requires

Governance

Oversight

Organizational Enablement

Culture, Corporate Buy-In

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.

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

Mediawww.spredfast.com

Thank you!

Slides from today’s presentation at www.slideshare.net/spredfast

Jordan Slabaughjordan@spredfast.com @Jordanv |@Spredfast