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 [email protected] @Jordanv |@Spredfast
Recommended
