AMA webinar on the 7 Steps to Grow Corporate Social Programs

1. 7 Steps to Grow Your Social Programs #7steps

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 #7steps

3. Corporate Social Media #7steps

4. #7steps

5. 7 Steps to Grow Social Programs #7steps

6. #1 Gaining Insight About Your Social Customer #7steps

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 #7steps

8. Assessing the relationship histories Every relationship we hold is different Find “signals” as to what’s important and meaningful to each social customer #7steps

9. #2 Adopting Social Media Company Wide #7steps

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 #7steps

11. Enabling Employees No company can expect stellar social without direction Policies help, not hinder Train teams on platforms, tools, communication Ongoing guidance #7steps

12. #7steps

13. #3 Operationalizing Social Media: Workflows & Processes #7steps

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 #7steps

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 #7steps

16. #7steps

17. #4 Getting the Most of Out of Great Content #7steps

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 #7steps

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 #7steps

20. #7steps

21. #5 Delivering Better Customer Experiences #7steps

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 #7steps

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 #7steps

24. #7steps

25. #6 Integration #7steps

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 #7steps

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 #7steps

28. #7 Showing Social Media Impact #7steps

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 #7steps

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 #7steps

31. AARP http://bit.ly/aarppluggedin #7steps

32. Facebook.com/AARP Twitter.com/AARP #7steps

33. Pinterest.com/aarp_official Youtube.com/AARP #7steps

34. Whole Foods https://twitter.com/WholeFoods/ https://www.facebook.com/whole foods #7steps

35. Organizing Social Teams by Geo & #7steps Metro

36. Creative Experiences on Pinterest #7steps

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 #7steps

AMA webinar on the 7 Steps to Grow Corporate Social Programs

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AMA webinar on the 7 Steps to Grow Corporate Social Programs

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