7 steps to grow corporate social programs

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