Scaling Social Media Across the Enterprise

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A presentation given at the 2012 Soci

Text of Scaling Social Media Across the Enterprise

  • 1. Scaling Social Across theEnterpriseSocial Media Strategies Summit Miami June 2012
  • 2. Jordan SlabaughDirector of SocialMediaSpredfast@JordanV | @Spredfast
  • 3. 178The average number of corporate social accounts per enterprise company.
  • 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
  • 5. Social is Industry Agnostic and its increasinglycomplex for brands to scale
  • 6. Social is no longer just a Marketing goal Activate community, Build awareness of build relationships your brand, and power WOM messaging and companyConduct Social Care Generate leads and efforts to help make online sales customers and prospects
  • 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 moreconversations.
  • 8. More People
  • 9. More People Active in SocialUnlocking the people of your organization is a keyto success Marketing Recruiters Customer Care Communications Product Specialists Lead Generation and Sales focused staff Community Managers
  • 10. More People = More ComplexityConsiderations 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?
  • 11. The ChallengeEnable multiple employees at Whole Foods 300+ stores toparticipate socially and allow regional/local character while protectingthe brand.The OpportunityAllow multiple employees to provide relevant, local, timely content totheir communities. From the fishmonger in Phoenix to the Baker inBerkeley.The SolutionAudit and authorize accounts to allow rollup analytics and oversight.Train and enable employees to use social in a capacity that makessense for their role
  • 12. More Places
  • 13. More Places to be SocialWe live in a multi-channel, fragmented, media world.Brands no longer have luxury of using just a fewaccounts to communicate.Increasingly, accounts created to communicate with: Different geographies Different brands Different teams Different needs of customers
  • 14. Top Priorities for Companies#1 Increasing presence across social media platforms
  • 15. More Places = More Organization
  • 16. The Challenge Reach students and customers of 400+ food service locations across the country with a large, diverse staff that doesnt 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 havemarketers that have decades of experience yet limited social exposure, we also have relativelyyoung professionals with maybe five years in the working world that grew up with the explosion ofsocial media. But the common thread among them all is this an energy and passion for bringingsocial media to ARAMARK and a willingness to challenge the status quo and embrace change. Diane Vetter
  • 17. More Conversations
  • 18. More Conversations = More ConnectionsCustomers are talking about you now. Theyare: Mentioning your brand, products. Mentioning your competitors. Asking you questions. Sharing your content. Hungry for more information. Open to interaction and engagement.
  • 19. Scaling these interactions requiresThe ability to monitor a wide varietyof conversations Keywords Hashtags Industry trends Mentions CommentsAssess which interaction aremost important for responsePrioritization of response acrossteams, people, accountsCapability to triage, assign and monitor responses
  • 20. More Communication Across Brands, Entities Segmenting communication across the brands, products and specific conversations that matter to
  • 21. More Communication With Customers, Prospects, CommunityHelp with questions Responding to negative feedback Acknowledge youre listening, part of conversations
  • 22. Inform, Engage, Answer Questions, Entertain
  • 23. All of this RequiresGovernanceOversightOrganizational EnablementCulture, Corporate Buy-In
  • 24. 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 dont have one, its past time.
  • 25. 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
  • 26. Thank you! Jordan Slabaugh m @Jordanv |@SpredfastSlides from todays presentation at