A presentation given at the 2012 Soci

1. Scaling Social Across the
Enterprise
Social Media Strategies Summit – Miami – June 2012

2. Jordan Slabaugh
Director of Social
Media
Spredfast
@JordanV | @Spredfast

3. 178
The 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. , shop.org, Social Media Examiner,
Businessweek

5. Social is Industry
Agnostic
and it’s increasingly
complex 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
company
Conduct 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 more
conversations.

8. More People

9. 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

10. 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?

11. The Challenge
Enable multiple employees at Whole Foods 300+ stores to
participate socially and allow regional/local character while protecting
the brand.
The Opportunity
Allow multiple employees to provide relevant, local, timely content to
their communities. From the fishmonger in Phoenix to the Baker in
Berkeley.
The Solution
Audit 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

12. More Places

13. More Places to be Social
We 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

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 doesn’t 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 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

18. More Conversations

19. 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.

20. 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

21. More Communication Across
Brands, Entities
Segmenting communication across the brands,
products and specific conversations that matter to

22. More Communication With
Customers, Prospects,
Community
Help with questions Responding to negative feedback
Acknowledge you’re listening, part of
conversations

23. Inform, Engage, Answer
Questions, Entertain

24. All of this Requires
Governance
Oversight
Organizational Enablement
Culture, Corporate Buy-In

25. 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.

26. 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
www.spredfast.com

27. Thank you!
Jordan Slabaugh
jordan@spredfast.co
m
@Jordanv
|@Spredfast
Slides from today’s presentation at www.slideshare.net/spredfast