Presentation from the 2012 Word of Mouth Marketing Association (WOMMA) conference with Spredfast, Aramark and Whole Foods on the checklist to expand and optimize social media across large businesses.

1. Scaling Social Across
the Enterprise
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Natanya Anderson Tom Carusona Jordan Slabaugh
P
Whole Foods Aramark Spredfast
@natanyap @thedigitaltom @jordanv
@WholeFoodsATX @aramark @spredfast

2. 178
The average number of corporate social
accounts per enterprise company.
*Source: The Altimeter Group

3. 42 42
% of online adults who want % of online consumers who
to engage online with their “follow” a retailer socially.
FinServ provider Average consumer follows 6
retailers.
1 in 3 484
Average minutes women 25-
Marketers outsource all or
part of their social media 54 with children at home
marketing efforts spent on Facebook in
February of 2012
*Sources: Forrester Research, Inc. , shop.org, Social Media Examiner, Businessweek

4. Social is Industry Agnostic
and it’s increasingly
complex for brands to scale

6. Aramark and Whole Foods

7. The Checklist for assessing and
planning social across the
enterprise…

8.  What does social “at scale”
mean to you?

9.  Number of people today?
and
 In 12 months?

10.  Number of
accounts
today?
and
 In 12 months?

11.  Current and future
opportunities to embrace
social outside of the
Marketing organization.

12.  Your approach and plan for
internal training and
enablement.

13.  Plan for management of
more people, more places
and more conversations?

14.  Plan for managing more
people, more places and
more conversations in an
efficient way?

15. Inside the Social Strategist’s Studio…
1. The biggest challenge you are facing today (and others
may be, too) as a company leading the charge on scaling
social.
2. The biggest opportunity you see for yourself and other
companies in the movement to scale social in the next
year.

16. 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.

17. Thank you
Natanya Tom Jordan
Anderson Carusona Slabaugh
@natanyap @thedigitaltom @jordanv