ama webinar on the 7 steps to grow corporate social programs
DESCRIPTION
A webinar with the American Marketing Association on the 7 ways to grow corporate social media programs, with Spredfast, Whole Foods and AARP.TRANSCRIPT
7 Steps to Grow Your Social Programs
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Patti SheaSocial Comm. & Strategy ManagerAARP@pattijshea
Michael Bepko Global Online Community ManagerWhole Foods@bepkoboy
Jordan SlabaughDirector of Social MediaSpredfast@jordanv
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Corporate Social Media
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7 Steps to Grow Social Programs
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#1 Gaining Insight About Your Social Customer
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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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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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#2 Adopting Social Media Company Wide
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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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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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#3 Operationalizing Social Media: Workflows & Processes
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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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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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#4 Getting the Most of Out of Great Content
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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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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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#5 Delivering Better Customer Experiences
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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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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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#6 Integration
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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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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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#7 Showing Social Media Impact
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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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Types of Impact
Brand Awareness Brand Awareness, Customer Care
Community Activation, Sales/ Lead Generation
• Growth in networks
• Mentions by audience
• Content Shared• Social
Impressions
• Total content published
• Number of posts per team/ employee
• Content published by type
• Like • Comments• Retweets• Clicks• Conversions to
website• Conversions by
goal• Conversations
with customers
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AARP
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http://bit.ly/aarppluggedin
Facebook.com/AARP
Twitter.com/AARP#7steps
Youtube.com/AARP
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Pinterest.com/aarp_official
Whole Foods
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https://www.facebook.com/wholefoods
https://twitter.com/WholeFoods/
#7stepsOrganizing Social Teams by Geo &
Metro
Creative Experiences on Pinterest
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Thank you!
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Patti SheaAARP@aarp@pattijshea
Michael Bepko Whole Foods@wholefoods@bepkoboy
Jordan SlabaughSpredfast@spredfast@jordanv
Today’s Slides:www.slideshare.com/
spredfast