using processes, workflows and organization to optimize your social programs
DESCRIPTION
Plotting out your social presence and implementing processes for maintenance and growth can be the most difficult parts of undertaking a social initiative. They are also the most crucial steps to guarantee success. This presentation shares content and best practices shared from Altimeter Group’s Jeremiah Owyang, Aramark's Tom Carusona, and Spredfast’s Jim Rudden from a Spredfast webinar where they provided practical advice and key insights into organizing social at scale for the enterprise.TRANSCRIPT
Organizing and Creating Social Program Processes Spruce up your social webinar series
Today’s PresentersJeremiah Owyang
Partner Altimeter Group @Jowyang
Jim Rudden Chief Marketing Officer Spredfast @JimRudden
Tom Carusona Sr. Director, Digital & Social Media Aramark @TheDigitalTom
#SocialSpruce
Social Media Proliferation
Jeremiah Owyang@jowyang
© 2012 Altimeter Group
ExecutivesSpoke Spoke
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© 2012 Altimeter Group
#SocialSpruce
© 2012 Altimeter Group
Companies now average an overwhelming number of corporate-owned accounts
© 2012 Altimeter Group
#SocialSpruce
© 2012 Altimeter Group
Companies not only have more accounts than ever, but more people publishing on them“Approximately how many employees post content to official social accounts?”
Total Employees Avg. Number of Employees Posting
2,500 13
7,500 22
30,000 83
75,000 182
100,000+ 280
Source: Survey for Social Media Program Managers, conducted by Altimeter Group (Q1-Q2 2011)
140 respondents, all over 1000 employees#SocialSpruce
© 2012 Altimeter Group
Have a Plan
1. Establish business goals and plan
2. Develop policies to protect the organization
3. Organize for scale
4. Map out permissions and workflow
5. Choose the right SMMS vendor
#SocialSpruce
© 2012 Altimeter Group
Have a Plan
1. Establish business goals and plan
2. Develop policies to protect the organization
3. Organize for scale
4. Map out permissions and workflow
5. Choose the right SMMS vendor
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#SocialSpruce
© 2012 Altimeter Group
Coke planned objectives specific to social media first – before engaging
Source: “Coke's 'fans first' approach in social communities,” Michael Donnelly, February 12, 2010#SocialSpruce
© 2012 Altimeter Group
Have a Plan
1. Establish business goals and plan
2. Develop policies to protect the organization
3. Organize for scale
4. Map out permissions and workflow
5. Choose the right SMMS vendor
#SocialSpruce
© 2012 Altimeter Group
Define expectations with an internal Social Media Policy and external community policies.
Intel has made its Social Media Guidelines public
Yahoo! publishes simple yet clear community guidelines
#SocialSpruce
© 2012 Altimeter Group
Have a Plan
1. Establish business goals and plan
2. Develop policies to protect the organization
3. Organize for scale
4. Map out permissions and workflow
5. Choose the right SMMS vendor
#SocialSpruce
© 2012 Altimeter Group
Organize in a scalable way: formalize a Hub and Spoke model
Move from fragmentation and decentralization to coordination where business units can deploy own their own.
#SocialSpruce
© 2012 Altimeter Group
Have a trained team
Base: 144 global corporate social media program managers at companies with over 1000 employees
Source: “Social Business Readiness: How Advanced Companies Prepare Internally” (August 31, 2011)
Average Size of a Corporate Social Media Team: 11
#SocialSpruce
© 2012 Altimeter Group
Have a Plan
1. Establish business goals and plan
2. Develop policies to protect the organization
3. Organize for scale
4. Map out permissions and workflow
5. Choose the right SMMS vendor
#SocialSpruce
© 2012 Altimeter Group
Map permissions and workflow: who has access to what? Who engages, and how?
Source: “H&R Block’s Response Process” David Armano, Edelman 2010#SocialSpruce
© 2012 Altimeter Group
Have a Plan
1. Establish business goals and plan
2. Develop policies to protect the organization
3. Organize for scale
4. Map out permissions and workflow
5. Choose the right SMMS vendor
#SocialSpruce
© 2012 Altimeter Group
Governance
• Account control
• Cascading permissions
• Compliance and Archiving
Workflow
• Tag, flag, route
• Followup
Intelligence
• Reporting: Master view of all accounts
• Analytics: Predictive, hot spot measurement
What Social Media Management Systems provide:
How many accounts do you have in your company, and how many people are using them?
#SocialSpruce
© 2012 Altimeter Group
Five Use Cases for Social Media Management
Source: “A Strategy for Managing Social Media Proliferation,” Altimeter Group (January 5, 2012)
Case #1:Intense Response
Case #2: Social Broadcasting
Case #3:Platform Campaign Marketing
Case #4:Distributed Brand Presence
Case #5:Tailored Service & Support
#SocialSpruce
© 2012 Altimeter Group
Whole Foods has 641 accounts as of February 2012 – most of them for local stores
#SocialSpruce
Jeremiah [email protected]
m
web-strategist.com/blog
Twitter: jowyang
THANK YOU
Disclaimer: Although the information and data used in this report have been produced and processed from sources believed to be reliable, no warranty expressed or implied is made regarding the completeness, accuracy, adequacy or use of the information. The authors and contributors of the information and data shall have no liability for errors or omissions contained herein or for interpretations thereof. Reference herein to any specific product or vendor by trade name, trademark or otherwise does not constitute or imply its endorsement, recommendation or favoring by the authors or contributors and shall not be used for advertising or product endorsement purposes. The opinions expressed herein are subject to change without notice.
Organizing Social Across the Enterprise
Jim Rudden@JimRudden
Top Priorities for Companies
#1 Increasing presence across social media platforms
#SocialSpruce
100+ Social accounts
15Brands/Groups/
Geos
10xNumber of users
#SocialSpruce
Organizing Social for the Enterprise
Getting the right people enabled. • 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.
#SocialSpruce
More People Active in Social
• Marketing
• Recruiters
• Customer Care
• Communications
• Product Specialists
• Lead Generation and
Sales focused staff
• Community Managers
#SocialSpruce
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
#SocialSpruce
#SocialSpruce
More People = More Complexity
Considerations for people• Who should be active?
• What are their goals?
• How much time will
they be spending in social?
• What roles should they have?
• How should teams be organized?
#SocialSpruce
Social Communication Education
Formal education programs are becoming the norm• Role definitions
• Training for the job – not just
the tool
• Handbooks for specific social
networks
• Connection to corporate
training & certification
• “Office Hours”, Help Desks
#SocialSpruce
More Places to be SocialWe live in a multi-channel, fragmented, media world.Brands no longer have luxury of using just a few, central accounts to communicate. Increasingly, accounts created to reach diverse audiences:• Different geographies• Different brands• Different teams• Different needs of customers
#SocialSpruce
Social Adoption Nearly 2x in 3 Years
#SocialSpruce
Social Organization Dimensions
Geography• Country• Region• Store
Brand• Show• Product• Property
Topic• Charity• Event
Function• Marketin
g• Care• Jobs
Influenced by your company structure and readiness
Actively shaped by needs of the audience
Evolving based on company adoption/audience engagement
#SocialSpruce
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
#SocialSpruce
Scaling 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
Prioritize response across
teams, people, accounts
Triage, assign and monitor responses
Track and compare progress
#SocialSpruce
Intuit Asks: “What’s Really Important to
Them?”
*Survey conducted by Intuit to gauge interest, importance of social
media with their customers.#SocialSpruce
Mood and Urgency of Response
*Survey conducted by Intuit to gauge interest, importance of social
media with their customers.#SocialSpruce
CNN: More Communication Across Brands, Entities
Segmenting communication across the brands, products and specific conversations that matter to
customers#SocialSpruce
Wells Fargo: More Communication With Customers, Prospects,
Community
Help with questions Respond to negative feedback
Acknowledge you’re listening, part of conversations
#SocialSpruce
Inform, Engage, Answer Questions, Entertain
#SocialSpruce
Organizing Social for the Enterprise
Getting the right people enabled. • 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.
#SocialSpruce
For More Ideas, Inspiration36-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 #SocialSpruce
Thank you!Jim Rudden
Chief Marketing OfficerSpredfast
@jimrudden
#SocialSpruce
Social @ ARAMARK
Tom Carusona@TheDigitalTom
Leader in professional services: Food, Facilities, UniformsOrganized into separate businesses by industryMany client locations• Ingredient brand• Closely tied to
client/location
ARAMARK?
#SocialSpruce
Approach
People/CollaborationObjectives & StrategiesTrainingTools & ResourcesTest. Learn. Adapt.
#SocialSpruce
Client/Field Locations: Community Managers
Line of Business:
Social Delegates
Digital
Center of Excellence
Center of Excellence
Vision & StrategyResources & Tools
GovernanceTraining
Social DelegatesBusiness-specific
StrategyContent Strategy
Business ObjectivesMonitoring/Measurement
Management
Community Managers
Content DevelopmentChannel engagement
Customer Service
Strategy
Consumers
Dat
a
Insights
People
#SocialSpruce
Objectives & StrategyBefore launching a new channel…
1. Are you already listening in the space?
2. What are the risks of launching this channel?
3. What about the risks of NOT launching the channel?
4. Forrester’s POST Method1. People2. Objectives3. Strategies4. Technologies
5. Can your effort be: Material, sustainable, scalable?
Business Goals
Marketing Strategy
Social Strategy & Objectives
Social Channel
s
Social Voices
#SocialSpruce
Training
Social Media Overview
Social Media OverviewSocial Channel Introduction(required to take modules of channels
that are implemented in strategy)
Business Strategy
Social Media OverviewAll Social Channel
IntroductionSubject Matter
Expert
Technology-based
Technology-based
Aware
Active
Expert
#SocialSpruce
Tools & ResourcesGoal to develop tools that can be leveraged by the enterprise:
Social PlaybookSocial Voice Guide Comment Engagement guideSocial Channel playbooksResource guides: FB Timeline, etc.SMMS: SpredfastInternal collaboration platform (beta)
#SocialSpruce
Engage
Monitor
Measure
Adapt & Evolve
Strategy
Listen
Test. Learn. Adapt.
#SocialSpruce
Thank you!Tom Carusona
Sr. Director, Digital & SocialARAMARK Consumer
Strategies @thedigitaltom
#SocialSpruce
Contact us
[email protected]@SpredfastSlides from today’s presentation can be found at www.slideshare.net/spredfast
Thanks for joining us!