A webinar with the American Marketing Association on the 7 ways to grow corporate social media programs, with Spredfast, Whole Foods and AARP.

1. 7 Steps to Grow Your Social
Programs
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2. Michael Bepko
Global Online Community
Manager
Whole Foods
@bepkoboy
Patti Shea
Social Comm. & Strategy Manager
AARP
@pattijshea
Jordan Slabaugh
Director of Social Media
Spredfast
@jordanv
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3. Corporate Social Media
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5. 7 Steps to Grow
Social Programs
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6. #1 Gaining Insight About Your
Social Customer
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7. Diving into customer behavior
Keep a pulse on the
actual activities of
social customers
Engagement signals
interest and in some
cases even
conversion
Assess what’s
working and helping
gain traction
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8. Assessing the relationship
histories
Every relationship
we hold is different
Find “signals” as to
what’s important
and meaningful to
each social
customer
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9. #2 Adopting Social Media
Company Wide
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10. Internal Organization
Getting your house
in order is a crucial
step for success
Executive buy-in
enables long-term
success
Organizing teams in
a way that parallels
your organization
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11. Enabling Employees
No company can
expect stellar social
without direction
Policies help, not
hinder
Train teams on
platforms, tools,
communication
Ongoing guidance
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13. #3 Operationalizing Social
Media: Workflows &
Processes
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14. Organizing Your Social Presence
No two companies
organize identical
internally
Segment teams so:
• The right people are
focused on right
content in right places
• Segmentation by
effectiveness is in
place
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15. Setting Roles and Coordination Plans
Every employee
doesn’t need access to
every account
Oversight is often
required
Approval paths are
growing trend
A plan for coordination
and content
assignment
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17. #4 Getting the Most of Out of
Great Content
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18. Planning our content proactively
Think like you do on
other channels:
• Pre-plan
Ensure time for
response and
engagement
Assign content
ahead of time
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19. Leveraging content on social
channels
Messages shared with
other channels are
often relevant in social
Find new and useful
ways to introduce this
content
Old items can become
new and relevant again
Integrate social into
larger campaign plans
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21. #5 Delivering Better Customer
Experiences
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22. Meaningful Engagement
Engagement is the
coveted goal of most
brands
Interaction shows
interest, intent
This differs widely by
brand and company
End goal: make this
meaningful to your
social customers
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23. Interactive and creative
experiences
Stand out with a
compelling
experience that
raises customer
interest
Tie back to other
digital presences
Provide value for
social customers by
learning what
interests or compels
them
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25. #6 Integration
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26. Integrating social into other
channels
Capitalize on social
tendencies of
customers
Social media should
expand beyond
social channels
Provide social
touchpoints at every
interaction
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27. Utilizing web analytics in social
Corporate websites
are the hub of on
online information
Websites are
optimized for
education and
conversion
Integrating with social
puts a lens on
relationships and
correlation between
activities
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28. #7 Showing Social Media
Impact
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29. Social Impact
One of the hottest
topics in social
Not one size fits all
Based on your
specific goal and
objective
Centralizing this data
is first big step in
connecting dots
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30. Types of Impact
Brand Awareness Brand Awareness, Community Activation,
Customer Care Sales/ Lead
Generation
• Growth in networks • Total content • Like
• Mentions by published • Comments
audience • Number of posts • Retweets
• Content Shared per team/ employee • Clicks
• Social Impressions • Content published • Conversions to
by type website
• Conversions by
goal
• Conversations with
customers
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31. AARP
http://bit.ly/aarppluggedin
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32. Facebook.com/AARP
Twitter.com/AARP
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33. Pinterest.com/aarp_official
Youtube.com/AARP
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34. Whole Foods
https://twitter.com/WholeFoods/
https://www.facebook.com/whole
foods
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35. Organizing Social Teams by Geo &
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36. Creative Experiences on Pinterest
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37. Thank you!
Michael Bepko Patti Shea Jordan Slabaugh
Whole Foods AARP Spredfast
@wholefoods @aarp @spredfast
@bepkoboy @pattijshea @jordanv
Today’s Slides:
www.slideshare.com/spredfast
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