driving adoption: how spredfast is spreading fast
Post on 13-Dec-2014
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Renuka SastriDirector, Social Media,
Digital Trends & Analytics, AAA
Tom CarusonaSr. Director, Digital & Social, ARAMARK
@thedigitaltom
Tom Carusona
Sr. Director, Digital & Social @TheDigitalTom
#SFsummit
• Fortune 500 Company: Food, Facilities, Uniform Services• Big: 250,000 employees• Many client locations and brands, many conversations• We’re often “invisible”
ARAMARK?
Social at ARAMARK
Make an impact.• Listen• Drive consumer demand• Identify and react to
operational issues• Enhance the consumer
experience• Have a real
conversation!
But…You need people + resources + technology
So…how do we become a Social Business?
Hundreds of actively managed
accounts
Business Unit
Regional
Business Unit
Regional
Corporate
?
It’s complicated.
Client Locations
???
?
Business Unit
Regional
Business Unit
Regional
Corporate
?
Really complicated.
Client Locations
??
?
??
??
?
?
?
?
Collaboration & Communication
Have a vision
Spoke Spoke
Spoke
Spoke Spoke
Spoke
Spoke
Spoke
Spoke
Spoke
Center of Excellenc
e
HubHu
b
Hub
Hub
Hub
Hub
Hub
Hub Hu
b
Hub
Hub Hu
b
Hub
Hub
Hub
Hub
Hub
Hub
Hub
Hub
People + Resources + Tools + Training + Strategy
Organize and connect
Client/Field Locations: Community Managers
Line of Business:
Social Delegates
Digital Center of Excellence Strategy
Consumers
Data
InsightsCenter of Excellence
Vision & StrategyResources & Tools
GovernanceTraining
Social DelegatesBusiness-specific
StrategyContent Strategy
Business ObjectivesMonitoring/Measurement
Management
Community Managers
Content DevelopmentChannel engagement
Customer Service
It’s about the right people
Train for success
Social Media Overview
Social Channel Introduction
(required to take modules of channels that
are implemented in strategy)
Business Strategy
All Social Channel Introduction
Subject Matter Expert
Technology-based
Social Media Overview
Social Media Overview
Technology-based
Different roles, different training needs
Aware
Active
Expert
Spredfast Making it Happen
Social DelegatesCommunit
y Managers
Center of Excellenc
e
ConnectionContent
Repository/CalendarCompliance
Defined RolesMonitoring, Measurement
Administrator Control
Content
Listening & Data
Consumers
Soci
al &
Web C
hannels
Renuka Sastri
Director, Social Media, Digital Trends & Analytics
#SFsummit
A federation of affiliated motor clubs More than 1,100 offices in the U.S. and Canada38,000 full-time employeesDues and services vary
Services
Roadside AssistanceDiscountsTravel and Travel PlanningDriver SafetyFinancial & Insurance Services
AAA Fan Page
15
Club Pages
Enterprise ModelAAA
(Company)
National Office
…
Club 1 Club 2
Local A
Local B
Member Care
Member Care
Content Library
18
Guidelines
#SFsummit
Q&A
Renuka SastriDirector, Social Media,
Digital Trends & Analytics, AAA
Tom CarusonaSr. Director, Digital & Social, ARAMARK
@thedigitaltom
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