Social Media Masters Summit - Measuring and Building Brand Engagement

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Improving Social Brand Engagement Jordan Slabaugh

Director of Social MediaSpredfast


About SpredfastSaaS software company

Founded 2009

HQ in Austin, TX

100 employees

250+ customers

Social media management system for enterprises and the agencies 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: The Name of the Social Game


Engagement: Internal vs External

People active across social for your company

Groups active across social

Messages published from your company

Connections (social “opt-ins”)

Interactions from social community, social customers

Potential reach from social messages


Quiz Time

1. 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: People

How many people across the company are you enabling to spread messaging and interactions across the social web?


Engaging People Internally

Individuals

Subject Matter Experts

Regional

Corporate/Social

• Social is a business-wide effort.

• Think outside of the Social Media and Community Managers.


Engaging People Internally

Aramark:engaging employees where they work

Whole Foods:Hub and metro-spoke model


Internal: GroupsHow are you incorporating more aspects of the business and

areas of expertise in social programs?


Engaging Different Groups

Segmenting communication across the brands, products and specific conversations that matter to customers


Internal: Messages & Content

How often is your company publishing content and responding to relevant social conversations?

Daily= 55, Weekly= 383


Internal Content and Messaging

User Input/Ideas Incentives Exclusive Content


External: Network Size

How 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 share messages, inspire action and eventually convert or cultivate into brand advocates.


External: Social Interactions

How often are your social community members actually interacting with you, your content or your company?

Daily= 22,222, Weekly= 155,555


External Social Interactions

Inspiring Shares & WOM Helping with Issues Acknowledge & Delight


External: Social Reach

How many potential impressions are you achieving through social publishing and interactions?


External Social Reach

Network Size + Audience Engagement


How do you stack up?


6 Key Opportunities to Take Advantage of Today

1. 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 SlabaughDirector of Social MediaSpredfast@JordanV | @[email protected]

mailto:[email protected]

Documents

Social Media Masters Summit - Measuring and Building Brand Engagement