Expanding Social Brand Engagement

#SFEngage

Today’s Presenters

Ricky CaddenRadioShackSocial Media Manager@rcadden

Jim RuddenSpredfastCMO@jimrudden

Michael BepkoWhole Foods MarketGlobal Online Community Manager@bepkoboy

#SFengage

From Vision to RealityMichael Bepko, Global Online Community Manager

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What Does Scaling Social Mean to Whole Foods Market?

Get the right people involved. • Create infrastructure based on knowledge/expertise.

• Giving them the right roles, permissions to enable but protect brand.

Plan out the right places to be active.

• Targeted 1,000 stores by 2020.

• Which platforms for who serving what needs?

Guide ability to have more (better) conversations.

• Suggested content

• Shared best practices: successes and challenges

Proving the need for growth & expansion#SFengage

In The Beginning…

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Ahhh... It was sooo easy

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Segmenting by Geography

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Segmenting by Community Needs(and Business Objectives)

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Segmenting by Community Needs(and Business Objectives)

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More People = More Complexity

Considerations• 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?

• Who is responsible? <------

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More Complexity = More Organization

BrandEngageme

nt

Governance

Orchestration

Content

Community

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More OrganizationCommunity• Where are they?• What are the touch

points?• Who’s interacting with

them?

Content• Where is it coming from?• Local vs. regional vs.

national• How is it distributed?

Governance• Who has permission? Training?• What are the brand guidelines?• How do you empower but

maintain oversight?

Orchestration• Who’s responsible?

(local/regional/national)• How do you monitor?• How do you analyze the data?

EX

TER

NA

L

INTER

NA

L

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Where we are

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BSO (Bright Shiny Object Syndrome)

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Realized importance from executives, managers, dept

heads

Scale

Social Media Policy and Guidelines

Setup, Configuration

and Organization of Activity

Technology to monitor,

engage, measure and coordinate

Strategy and Planning Team, Approvals Paths

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Where we’re headed

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Next Steps for Whole Foods

Audit existing channels; create plan for continued expansion.

Assess internal users; develop training modules for varied skillsets.

Decide which teams focus on what channels/content/messages.

Determine permission levels for Team Members and establish efficient workflow.

Provide relevant national content, and provide ideas & messages for local account managers; empower & encourage localization.

Analyze/assess CONSTANTLY & alter to accommodate ever-changing landscape.

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The Ever-Evolving Journey of Marrying Internal and External Strategy Jim Rudden, CMO

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2013: The Year of Social Engagement?

• Reach the right audience

• Resonate with compelling content

• Interact and inspire brand engagementSource: eMarketer

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If Social Media is a Cocktail Party…

Perfection of in-person

experience comes from

preparation, organization

and coordination.

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Social Engagement

= Internal & External

Source: Spredfast 2012 Social Engagement Benchmark

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Connecting the Engagement Dots

BrandEngagement

Governance

Orchestration

Content

Community

Internal

Internal

External

External

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Truly Social Brands

Embrace internal engagement of people, resources and

coordination

To fuel external engagement and word of mouth

And meet the expectations of social customers

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A look inside the closets and basement

Governance Orchestration

Guidelines, access to accounts, brand protection

Coordination of activity and engagement

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Keeping Your Social House in Order

PeopleWho are the right people to contribute to social programs – full time, part time and internal expertise?

PropertiesWhat are the right channels to engage across socially? How should they be organized/segmented?

PermissionsWho should have access to which social presences?

ProcessHow will your brand plan, assign and oversee the flurry of social activity across multiple accounts, regions and networks? Is special oversight needed?

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Tending the Social Lawn

Content Community [Interaction]

Guidelines, access to accounts, brand protection

Coordination of activity and engagement

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Ensuring Curb Appeal (and WOM) Creating killer content

What content is most interesting or appealing to your social

community? Does is already exist or are there opportunities to

create?

Curating and creating conversationsWhat sources exist to curate from industry or relevant outlets?

What conversations can you start or contribute to?

Pre-Planning activityHow can you plan ahead with an editorial calendar to leave

the ability to provide…

Reciprocity, Response & Real-time interactionHow are you monitoring social to respond to community

needs? What types of reciprocal behavior and interaction will

grow community loyalty?#SFengage

3 Steps for Increasing Social EngagementRicky Cadden, Social Media Manager

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Step 1: Know ThyselfKnow Your Goals• “Not everything that can be counted counts, and

not everything that counts can be counted” – Albert Einstein

Know Your Platforms• What do people DO there naturally?• What’s the lingo, acceptable behaviour?

Know Your Audience• Think of platforms like a house

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Step 2: Test, Learn, and Apply

70-20-10 Rule• 70% Business-related

• Briefs• Company-wide initiatives

• 20% Brand-Building• Appropriate ‘off-Holidays’• Community Participation

• 10% Testing• Memes• Off-the-wall• Culturally relevant

Learnings from the 10% get applied up• Example: Batman

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Step 3: Beware The New And Shiny

Tread Lightly, or Risk Building A GraveyardKnow Your Limits• Example: RadioShack Puerto Rico• Example: Pinterest

See Step 1 (Know Thyself)

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Q&A

Ricky CaddenRadioShackSocial Media Manager@rcadden

Jim RuddenSpredfastCMO@jimrudden

Michael BepkoWhole Foods MarketGlobal Online Community Manager@bepkoboy

Slides: www.slideshare.net/spredfast#SFengage