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

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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

8

#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 Owyangjeremiah@altimetergroup.co

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

info@spredfast.com@SpredfastSlides from today’s presentation can be found at www.slideshare.net/spredfast

Thanks for joining us!