In his BlogWell New York presentation, Walmart's Director of Social Strategy, Umang Shah, talks about how they use data to build better social media strategies. He shares how they are focusing on creating really great content and using empirical data to guide human engagement via social media. Watch the video of this presentation here: https://vimeo.com/66613816

1. Umang Shah
Data-Driven Social Media: Leveraging
Data to Deliver a Human Social Strategy
for Global Enterprise
This video is from
BlogWell
San Francisco
June 20, 2011
socialmedia.org/blogwell
SocialMedia.org
Case Studies
This presentation is from
BlogWell
New York
April 17, 2013
socialmedia.org/blogwell

2. UMANG SHAH
DIRECTOR, SOCIAL STRATEGY
WALMART
Data-Driven Social Media:
Leveraging data to deliver a human social
strategy for global enterprise.
Tuesday, April 30, 13

3. For more information:
umang.shah@wal-mart.com
@umang_shah
#SMData
Event Hashtag
#BlogWell
engage
Tuesday, April 30, 13

4. About Me
Director, Social Strategy - Walmart
Formerly Social Strategist, Microsoft
Xerox, VMWare, Harris Interactive
Work in Walmart Corporate Affairs
Reputation Management - “Live Better”
Created the Walmart DNC
Technologist
Off-Road Triathlete
Dog Person
Tuesday, April 30, 13

5. About Walmart
2.2 Number people who work for Walmart
globally, in Millions.
5
$420+ Annual Sales in Billions.
More than 2/3 of the US population
lives within 5 mi of a Walmart store.
Tuesday, April 30, 13

6. 2
About Live Better
2,450
Number of truckloads of supplies
delivered to Katrina victims before the
government or Red Cross could help.
11.8
Millions of metric tons of Carbon
Dioxide prevented from entering our
atmosphere by Walmart sustainability.
Billions of dollars Walmart has
committed to ending hunger.
Tuesday, April 30, 13

7. Manage
Our Mission
Protect
Our mission is to protect, manage and
improve Walmart’s reputation.
Improve
Tuesday, April 30, 13

8. The Role of Social Media Give Walmart ears - and a voice.
Stop letting the media control the
relationships - and the conversations.
Develop the ability to respond in real time.
Use Walmart Owned Media to
understand, analyze, participate in, and
guide the dialogue on a direct, 1:1 basis.
Change Hearts and Minds.
Tuesday, April 30, 13

9. The Situation
Tuesday, April 30, 13

10. Challenges Popular Stereotype.
What Walmart actually is.
Public Relations Mindset.
Technical Implementation Challenges.
Internal perceptions / past experiences.
Tuesday, April 30, 13

11. The Solution
Tuesday, April 30, 13

12. Use empirical data
to guide human engagement.
Tuesday, April 30, 13

13. Key elements of a data-driven
enterprise social strategy:
StHu
Te Cu
Tuesday, April 30, 13

14. Key elements of a data-driven
enterprise social strategy:
Strategic Elements:
• Discovery
• Risk Assessment
• Engagement
Human Elements:
• Cross-Functional Team
• Influence
• Data Analysis
Technology Elements:
• Monitoring / Research
• Content Optimization
• Analytics
Cultural Elements:
• Collaborative Planning
• Team Execution
• Command Center
Tuesday, April 30, 13

15. Building The Walmart Team
Specialist Generalist
>
Tuesday, April 30, 13

16. Distribution Strategy
• “Winning Wins.”
• Content from each handle
reposted based on performance.
• Empirical judgement of Content
Quality (not opinion)
@WalmartHub
@WalmartGreen
@WalmartAction
@WalmartGiving
@WalmartHealthy
@Walmart
WWW
Marketing Voice
@WalmartNewsroom
Creating the Strategy
Tuesday, April 30, 13

17. Real Time
Execution
Tuesday, April 30, 13

18. Real Time Content • Walmart produced and
published content on a real
time, multichannel basis for
several key initiatives.
Tuesday, April 30, 13

19. Optimization
Tuesday, April 30, 13

20. Influencer Research
• Top 50 influencers were
identified, and engaged directly.
Creating the Strategy
Tuesday, April 30, 13

21. Amplification
• Content syndication based on
past performance data.
Tuesday, April 30, 13

22. Real Time Reporting + Research
• Over 200 ongoing, specific
queries plus situational queries
• Real time research requests
• In-depth “infographic reporting”
3-5X per week, per handle.
• Traditional and online media
• Informs online as well as offline
response and content creation.
Tuesday, April 30, 13

23. Monitoring
• Unique query construction for
each handle, with ongoing
optimization
• Situational monitoring for known
and emerging real time issues
• In addition to brand level
monitoring, coordinated localized
monitoring efforts at the state
level (50 total).
• Content and response
recommendations routed
individually to team member
subject matter experts
• Approved content is optimized
based on audience activity for
content that is not time sensitive.
Tuesday, April 30, 13

24. Real Time Alerts
12 hours a day, M-Su
Real time alerts, insights and
recommendations, as it happens
Delivered to each individual
subject matter expert
Real time crisis response
All reporting, content planning,
governance, approvals and crisis
response team activation
available via mobile app
Sample alert:
Pitbull: Internet Rallies to Send Pitbull to the Most Remote
Walmart inAmerica -
http://gawker.com/5922523/internet-rallies-to-send-pitbull-to-the-
most-remote-walmart-in-america
Snapshot: SomethingAwful goons David Thorpe and Jon
Hendren have come up with what is quite possibly their most
uproarious troll to date: With the help of fellow Internet funmakers,
the shenaniganeers have devised a foolproof plan to send hip hop
artist-cum-shilling machine Pitbull to a Walmart on "the frozen
Alaskan island of Kodiak."
Volume: High | 1,948 Total Mentions (76% Twitter)
Sentiment: Neutral (57%)
Why ThisAlert Was Sent: New Story, Intensity, Threat Potential
WalmartAction Items: Send to appropriate team member
RaidiousAction Items: Monitor
Tuesday, April 30, 13

25. Questions?
Tuesday, April 30, 13

26. Learn more about past and
upcoming BlogWells
socialmedia.org/blogwell
This video is from
BlogWell
San Francisco
June 20, 2011
socialmedia.org/blogwell
SocialMedia.org
Case Studies
This presentation is from
BlogWell
New York
April 17, 2013
socialmedia.org/blogwell