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Presented at the Online Marketing Summit, strategic best practices, approaches and practical models to expanding and scaling social media engagement. Presented by Jordan Slabaugh and Michael Bepko, with real-world brand examples and case studies from Whole Foods Market on how the store is utilizing internal and external engagement with the aid of Spredfast to scale social for
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#omsummit
Scaling Social Brand Engagement
Michael Bepko
Jordan Slabaugh
Jordan Slabaugh | JordanvDirector of Social MediaSpredfast@Spredfast
Michael Bepko | @BepkoboyGlobal Online Community Mgr.Whole Foods@WholeFoods
Social Engagement
The Ever-Evolving Journey of Marrying Internal and External Strategy
2013: The Year of Social Engagement?
• Reach the right audience
• Resonate with compelling content
• Interact and inspire brand engagement
Source: eMarketer
If Social Media is a Cocktail Party…
Perfection of
in-person experience comes from preparation, organization
and coordination.
Social Engagement
= Internal & External
Source: Spredfast 2012 Social Engagement Benchmark
Connecting the Engagement Dots
BrandEngagement
Governance
Orchestration
Content
Community
Internal
Internal
External
External
Truly Social Brands
Embrace internal engagement of people, resources and coordination
To fuel external
engagement and word of mouth
And meet the expectations of social customers
A look inside the closets and basement
Governance Orchestration
Guidelines, access to accounts, brand protection
Coordination of activity and engagement
Keeping Your Social House in Order
PeopleWho are the right people to contribute to social
programs – full time, part time and internal expertise?
PropertiesWhat are the right channels to engage across
socially? How should they be organized/segmented?
PermissionsWho should have access to which social presences?
ProcessHow will your brand plan, assign and oversee the
flurry of social activity across multiple accounts,
regions and networks? Is special oversight needed?
Tending the Social Lawn
Content Community [Interaction]
Guidelines, access to accounts, brand protection
Coordination of activity and engagement
Ensuring Curb Appeal (and WOM)
Creating killer contentWhat content is most interesting or appealing to your social
community? Does is already exist or are there opportunities to
create?
Curating and creating conversationsWhat sources exist to curate from industry or relevant outlets?
What conversations can you start or contribute to?
Pre-Planning activityHow can you plan ahead with an editorial calendar to leave
the ability to provide…
Reciprocity, Response & Real-time interactionHow are you monitoring social to respond to community
needs? What types of reciprocal behavior and interaction will
grow community loyalty?
From Vision to Reality
Whole Foods Social
What Does Scaling Social Mean to Whole Foods Market?
• Get the right people involved. – Create infrastructure based on knowledge/expertise.
– Giving them the right roles, permissions to enable but protect brand.
• Plan out the right places to be active.– Targeted 1,000 stores by 2020.
– Which platforms for who serving what needs?
• Guide ability to have more (better) conversations.– Suggested content
– Shared best practices: successes and challenges
• Proving the need for growth & expansion
In The Beginning…
Ahhh... It was sooo easy
Segmenting by Geography
Segmenting by Community Needs(and Business Objectives)
Segmenting by Community Needs(and Business Objectives)
More People = More Complexity
• Considerations
– Who should be active?
– What are their goals?
– How much time should
they be spending in social?
– What roles should they have?
– How should teams be organized?
– Who is responsible? <------
More Complexity = More Organization
BrandEngagement
Governance
Orchestration
Content
Community
More Organization
Community• Where are they?• What are the touch points?• Who’s interacting with
them?
Content• Where is it coming from?• Local vs. regional vs.
national• How is it distributed?
Governance• Who has permission? Training?• What are the brand guidelines?• How do you empower but
maintain oversight?
Orchestration• Who’s responsible?
(local/regional/national)• How do you monitor?• How do you analyze the data?
EX
TE
RN
AL
INT
ER
NA
L
Where we are
BSO (Bright Shiny Object Syndrome)
Realized importance from executives,
managers, dept headsScale
Social Media Policy and Guidelines
Setup, Configuration and Organization
of Activity
Technology to monitor, engage, measure
and coordinate
Strategy and Planning Team, Approvals Paths
Where we’re headed
Next Steps for Whole Foods
Audit existing channels; create plan for continued expansion.
Assess internal users; develop training modules for varied skillsets.
Decide which teams focus on what channels/content/messages.
Determine permission levels for Team Members and establish efficient workflow.
Provide relevant national content, and provide ideas & messages for local
account managers; empower & encourage localization.
Analyze/assess CONSTANTLY & alter to accommodate ever-changing
landscape.
Thank You
Jordan Slabaugh | JordanvDirector of Social MediaSpredfast@Spredfast
Michael Bepko | @BepkoboyGlobal Online Community Mgr.Whole Foods@WholeFoods
Slides: www.slideshare.net/spredfast
