This document provides guidance on how to scale a social media presence globally for large enterprises. It recommends first assessing the current situation to understand how many accounts exist and their level of activity. It also suggests ensuring readiness by having dedicated support and resources. The key steps include: 1) Identifying objectives for the social strategy and how audiences will be engaged; 2) Outlining the resources and phases needed, which typically takes 6-12 months; 3) Implementing the strategy through elements like branding, governance, and enablement across the organization. Effective scaling requires assessing the current state, having clear goals, and coordinating implementation globally.
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Best Practices from the Worlds Most Social Brands
1. Social@Scale
Best Practices from the World’s
Most Social Big Brands
Featuring the ENTERPRISE SOCIAL
PRACTITIONER ALL-STARS
and the “FAB FOUR”
OF ENTERPRISE SOCIAL
2. Dedicated to those who share our mission to
help every large enterprise be social.
3. Table of Contents
Table of Contents (continued)
How to Plan and Deliver a Global Social Media Deployment .................................................................... 6
The 6 “Must Haves” For Any Enterprise Social RFP ......................................................................................... 7
Foreword
Jeremiah Owyang | Altimeter Group
Leave No One Behind: Every Employee Should Be Part of Your Social Strategy ................................................... 9
Andy Sernovitz | Author
How to Be Social@Scale: Three Ways to Get Started .................................................................................................... 10
Technology
Ekaterina Walter | Intel
How to Scale Your Social Presence Globally ................................................................................................................... 12
Richard Margetic | Dell
Scaling Social: 7 Lessons Learned ..................................................................................................................................... 14
Ariel Dos Santos | Microsoft
How Microsoft Fully Leverages the Talents of Community Managers ....................................................................... 16
Brian Rice | SAP
The Never Ending Challenges of Being Social@Scale .................................................................................................. 17
LaSandra Brill | Cisco Systems
Our Journey in Retrospect: The Four Phases of Becoming Social@Scale ............................................................... 18
Jessica Kalbarczyk | Samsung
Social Customers and the Social Snowball Effect ........................................................................................................... 19
Jerome Pineau | Autodesk
What Does Being Social@Scale Have in Common with Death and Taxes? ............................................................. 20
4. Table of Contents (continued)
Table of Contents (continued)
Financial Services
Frank Eliason | Citi
If You Don’t Know Me By Now: A Hurricane Sandy Postscript .................................................................................... 23
Augie Ray | Prudential
Your Job is NOT to Raise Your Own Klout Score: Thinking Beyond Posts, Tweets, Games and Pins .............. 25
Travel & Hospitality
Jill Fletcher | Virgin America
Soaring With Social Media 24/7: The Value of Real-Time Guest Conversation .......................................................28
Nick Ayres | InterContinental Hotels Group
Be Our Guest: Guiding Principles for Becoming Social@Scale .................................................................................. 29
Justin Macauley | Frontier Airlines
One-Size-Fits-All Messaging Doesn’t Get You Off the Ground .................................................................................... 30
Retail
Steven Lazarus | The Children’s Place
Listening and Monitoring Trumps Talking ......................................................................................................................... 32
Adriana Llames Kogelis | Sears Holdings
Get Social@Scale, Enterprise Style -- The Value of Commitment ................................................................................ 33
Sean Ryan | JCP
What Social is... (And What it is Not) ...................................................................................................................................34
Ray Popp | Groupon
Stop: Do You Know Where You’re Going? ........................................................................................................................ 35
Eric Gottloeb & Zach West | Walgreens
Social Media Isn’t the Answer to Everything, But It Answers a Lot ........................................................ 36
5. Table of Contents (continued)
Table of Contents (continued)
Media & Entertainment
Beverly Jackson | The GRAMMY Awards®
Moving From Nostalgia to the Now: How the GRAMMY Awards Became Social@Scale .................................... 39
Robin Monheit | Hearst Digital Media
Being The Brand: What Makes a Company Social@Scale .......................................................................................... 41
Manufacturing
Anne McGraw | Nissan North America
The Social Revolution is Not About Social Media: It’s Still About How We Treat Our Customers ...................... 43
Olivia Harting | Chevron
The Do’s (and One Don’t) of Corporate Reputation Management in Social ............................................................ 44
Heather Read | DuPont Manufacturing
Social Media is About Process ............................................................................................................................................ 46
Steve Worall | General Motors
Stop the In-Fighting: Multi-Division and Multi-Function Coordination at Global Scale .......................................... 47
Epilogue
Olivier Blanchard | BrandBuilder Marketing
9 Essential Things You Must Know About Social Business ......................................................................................... 50
John H. Bell | Social@Ogilvy
Scaling Social Business Starts with Building Belief ....................................................................................................... 53
6. How to Plan and Deliver a
Global Social Media Deployment
1 Map the Strategy
Define the business objectives and the specific set of social activities
designed to meet those objectives.
2 Staff Up: Suggested Roles
GLOBAL: 1 2
1 social media executive
2 an implementation team
REGIONAL:
1 2
1 social media director
2 an analyst
LOCAL:
1 a community manager 4 a content manager 1 2 3 4 5
2 a social media manager 5 subject matter experts from marketing,
3 a reporting manager HR, customer service & PR
3 4 5
Plan to Operate Consistently Brand Measure
1. Activity plan by role 1. Online social brand style Social
2. Rules of conduct style guide for look 1. Campaign Effectiveness
2. Detailed guidelines for 2. Audience Engagement
3. Activations
brand feel 3. Reach
4. Sunsetting
Business
& Deactivations
1. Response Times
5. Best practices
a a a 2. Voice of the Customer
3. NPS
4 4 8 4. Attribute eCommerce Revenue
SHARE THIS E-BOOK 6
7. The 6 “Must Haves” For
Any Enterprise Social RFP
1 2
Multi-Channel Cross-Functional
Management Capabilities
• Manage conversations across • Collaboration among multiple
ALL social channels functional units
• Support for new & international networks • Automated & customizable
rules, filters, and actions
• Native design for
• Workflow, routing,
multiple channels
queues, notifications
and escalations
3 4
Scalability Social Governance
• Natural Language Processing • Global user access,
to manage large message volume permission, approvers, and
RFP
• Architecture to support password management
volume spikes • Audit trails, digital asset
• Multi-country and management,
multi-language calendaring,
deployments templates
LEGAL
5 6
Customized Reporting Rapid Product
• Measure engagement, response Enhancements
times, dispersion
• Frequency of new product
• Connect social activity to business results
feature releases
• Integration with existing analytics tools
• Ability to support
VERSIO
2.0
• Message categorization custom development N
at a granular level
SHARE THIS E-BOOK 7
9. JEREMIAH OWYANG | Altimeter Group
Jeremiah Owyang is an Industry Analyst on Customer Strategy and a Partner at Altimeter Group. As author of the blog “Web Strategy”
(rated by Edelman as top Analyst Blog since 2008), he focuses on how corporations connect with their customers using web technologies.
Jeremiah hails previously from Forrester Research and takes pride in launching and managing Hitachi Data Systems’ Social Media program
in 2005–2007. He is frequently quoted in the Wall Street Journal and The New York Times, and is a popular keynote speaker at business
and technology conferences around the world. Jeremiah was pleasantly surprised to find that his small, white, furry dog Rumba is active on
Twitter. You can follow Rumba’s owner @jowyang.
Leave No One Behind:
Every Employee Should Be Part of Your Social Strategy
In the near future, companies will issue social media accounts to employees - just as they do email accounts.
The ramifications will be far and wide: The next generation of workers will seek companies that enable social
technologies, companies will have to deal with radical transparency, and technology systems will need to manage,
protect, and enable these programs at scale.
Companies are still forging their entry into social. Some have just a handful of accounts, while others have encouraged
thousands of employees to use these tools to communicate with coworkers, customers, partners, and beyond.
As we see companies continue to grow their social presences
to communicate with the market, we see the need for social
to grow at scale - as an enterprise initiative. do this,
To
companies will need a strategy that includes distributed
In the near future,
brand engagement, customer care, and Facebook page companies will issue
marketing. Secondly, they will need a program to educate
key stakeholders, employees, and partners; a governance social media accounts
and workflow agreement that helps coordinate the enterprise,
and of course, service and software providers to help this all to employees - just as
come to fruition.
Don’t expect Social@Scale to happen overnight. Significant
they do email accounts.
investments and challenges will also need to be overcome.
These challenges will include obtaining cultural buy-in across
the company, developing measurement tactics, and coordinating complicated workflows and business processes.
To tackle these issues and discuss the promise for being Social@Scale, this eBook contains a number of the
leading thought and practice leaders who will share how their companies approach social business at scale. Every
business relationship can now benefit from social technologies.
SHARE THIS E-BOOK 9
10. ANDY SERNOVITZ | WordOfMouth.org
Andy Sernovitz teaches word-of-mouth marketing and social media. He is the author of The New York Times bestseller “Word of Mouth
Marketing: How Smart Companies Get People Talking.” He leads SocialMedia.org, the community for social media leaders at the world’s
greatest brands, and WordofMouth.org, where marketers and entrepreneurs learn to be great at word of mouth marketing. You can follow
Andy on Twitter @sernovitz or at his fantastic blog, “Damn, I Wish I’d Thought of That!”
How to be Social@Scale:
Three ways to get started
Engaging and building relationships with customers isn’t just something for the marketing department to worry
about. This stuff only really works when everyone in the company is thinking about earning the trust, respect, and
recommendation of customers.
Here are three ways you can get started:
1. Focus on Training -- Get more people engaging by teaching them how to do it. Teach them the basics, train
them on your ethics policies, show them how the tools work, and point them to the key conversations. More
people from within your company would probably love to get involved, but they’re not sure how to do it or even if
it’s allowed. Show them the rules of the road, offer regular
training updates (even something as simple as an internal
newsletter), and give them the confidence to do it honestly
and effectively.
More people from
2. Find a Champion in the C-Suite -- Find someone at the within your company
top level who really gets this stuff. Sometimes it’s the CMO,
the CTO, or even the CEO. Partner with them to advocate
would probably love to
for establishing this culture. Sometimes it can bubble up
successfully, but the most successful social media programs
get involved, but they’re
have strong support from at least one member of the C-Suite
-- and usually more. That said, if this just isn’t possible in your
not sure how to do it or
organization, hang in there. Keep pushing, demonstrating,
teaching, and supporting. It’s a fight worth fighting.
even if it’s allowed.
3. Start Somewhere, Not Everywhere -- Get started by
getting one team, group, or department fully on board. Get them engaging, responding, and comfortable with the
tools. Listen to their feedback and learn how you could help them even more. Finally, track the results and share the
findings. Highlight the bright spots and note the stuff that needs work. Not only will you have a test case to prove the
potential, you’ll also create a whole new group of excited advocates within the company.
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12. EKATERINA WALTER | Intel
Ekaterina Walter is a Global Social Innovation Strategist at Intel. She is a passionate marketer, a recognized thought-leader in her field, a vibrant
speaker, and a regular contributor to well-known industry publications such as Mashable, Fast Company, HuffingtonPost and others. Ekaterina
is author of the recently released book “Think Like Zuck: The Five Business Secrets of Facebook’s Improbably Brilliant CEO Mark Zuckerberg.”
She sits on a Board of Directors of Word of Mouth Marketing Association. You can connect with Ekaterina on Twitter @Ekaterina or through
her blog Building Social Bridges.
How to Scale Your Social Presence Globally
As adoption of social media within the organization begins, multiple business units and teams rush into
establishing their social footprint across multiple channels. That leads to an overwhelming and disorganized
brand presence as well as disparate customer interactions. It also exposes brands to a host of legal and
brand-perception risks.
In their 2012 report, “A Strategy for Managing Social Media
Proliferation,” Altimeter Group found that global corporations
are struggling to manage an average of 178 business-related
Global corporations
social media accounts. And they predict that this number will
only grow. Further, most companies do not have accurate
are struggling to
inventory of their existing social assets. There should be a
way to manage this proliferation. Not only that, the strategy
manage an average
should include meaningful global scaling approaches that will
allow for a coordinated customer experience across a variety
of 178 business-related
of networks. social media accounts.
In the past four years, Intel has gone from chaotic proliferation
to a structured approach and strategy around our presence
on key networks like Facebook, Twitter, YouTube, and Google+. Here is the framework we used to successfully
scale our global presence in a meaningful way:
1. Assess Your Situation and Readiness Level -- Take a look at your current presence. Approximately how
many accounts are there? How many are still active? What does the community engagement look like? If it is out of
hand and you are seeing defragmented brand presence, it may be time for you to look at putting a global strategy
in place that would help define and shape your communities going forward.
But before you start, make sure you are ready. This process takes time and budget and requires a long-term
mindset. How do you know if you are not ready? Use the below criteria to identify your commitment level. If the
answer to any one of your questions is “no,” it will be hard for you to make significant progress:
• Do I have dedicated support (internal or external) to not only execute the audit and implementation but also
provide ongoing editorial and community management support once the strategy is established?
Continued on next page >>
SHARE THIS E-BOOK 12
13. How to Scale Your Social Presence Globally (continued)
• Do I have the appropriate budget?
• Do my management and team have a long-term mindset and are they ready to support the strategy in the
upcoming months/years?
• Do I have a solid content pipeline/calendar?
2. Identify Objectives -- It is important to recognize why you want to establish a particular strategy and where you
want to take that particular community. Without clear objectives and understanding how this presence/community
fits into your bigger business and marketing goals, it will be hard to move forward. Also, take a look at how you
want to engage with your audience. Examples would be: communities focused on specific products or topics or
communities based on geographic location, etc. Objectives and how you want to engage with your customers will
largely shape your approach.
3. Outline Resources and Next Steps -- The next step is to ask yourself what it would take you to accomplish
your goals and objectives. What kind of budget do you need? What type of external agency support is required?
What is the timing of this project? Then you need to break it down into phases and identify timing. At Intel, we found
that it takes between 6 and 12 months to successfully define your strategy and roll it out globally.
Phases of the project may include:
At Intel, we found • Audit of your current social assets
• Best-in-Class exploration that looks at other companies within
that it takes between your industry and beyond that have exemplary presence in
the space (or network) of interest
6 and 12 months to • Stakeholder interviews that would ensure you are taking into
successfully define consideration the feedback of teams that will be potentially
affected by your new strategy
your strategy and roll • Recommendation definition
• Strategy definition
it out globally. • Strategy implementation
• Enablement and global scaling
4. Implement - Actual implementation of the project will require you to look at multiple elements like: stakeholder
management, branding, design (and this part can be hefty if you choose to fully customize), governance, global
communication plan, enablement and much more. Governance and enablement are critical here. You can put a
strategy in place, but ensuring that the rest of your company fully understands what they can and can’t do is one
of the toughest tasks that will have to be activated continually, sometimes for years after that strategy is in place.
5. Measure -- As you are putting a strategy in place, make sure you have a strong measurement plan. Without
measuring your success against your objectives, you won’t be able to adjust and improve in real-time.
SHARE THIS E-BOOK 13
14. RICHARD MARGETIC | Dell
For the past five years, Richard has been integral to Dell’s success in social media and community, working on the launches of Dell’s blogs,
IdeaStorm, Dell TechCenter, Dell’s Twitter and Facebook presence and establishing the first social media metrics for the company. Today,
Richard manages Dell’s social media presence cross-segment, cross-region and cross-platform, including driving social media governance,
innovation and strategy. Prior to joining Dell, Richard was a Senior Managing Web Consultant for IBM and PricewaterhouseCoopers, led the
launch of Microsoft Sidewalk – Dallas, and was VP of Marketing at the Interactive Media Group in Marina del Rey. You can follow Richard
on Twitter @ByJove.
Scaling Social: 7 Lessons Learned
1. The Opportunity of a Powerful Ecosystem -- The owned platform of a dot-com site is exponentially more
powerful when combined with social media and community pages. Exploring the traffic patterns of the Web
makes it clear that there are many doorways through which brands can engage with customers. Limiting those
engagements to one corporate presence misses the vast majority of conversations about your brand. How do you
scale to match the global reach of the Web? Employees. They are the underpinning of the ecosystem and the key
to using social to connect with customers.
2. Social Starts With Listening -- If you go into social with
only a business agenda, you will fail. If you do not map your
marketing to the conversations, you will fail. If you do not
Limiting your
show an understanding of what your customers are talking
about, you will fail. Listening tells you all you need to know
company’s focus to
to make social work. It tells you what’s being said so you
can intelligently join, drive and occasionally even shape
Marketing will in turn
the conversation. It tells you where it’s being said so you’ll limit the benefit you get
know which platforms you need to be involved in. It tells you
both who is talking about your brand and, conversely, who out of social media.
is not talking about your brand, so you can prioritize your
relationships.
3. Social is More Than Marketing -- Yes, marketing can greatly benefit from social media, from amplification of
messages to lead generation, but social brings value across all business functions. Product Development, Online,
Sales, Customer Service, Communications; all of these functions can benefit from social media. Limiting your
company’s focus to Marketing will in turn limit the benefit you get out of social media. Engagement will open up a
world of opportunities for feedback. Scaling engagement right should lead online conversations to offline, in-person
conversations where relationships move far more quickly from simple awareness to loyalty and advocacy.
Continued on next page >>
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15. Scaling Social: 7 Lessons Learned (continued)
4. At The Heart of All Strategies: Listen>Engage>Act -- The fourth lesson takes lessons two and three to their
necessary conclusion: Act on the conversations. It’s one thing to listen to the conversation, a second thing to engage
in the conversation, but if your business is not acting on the conversation, it will hit a wall in terms of the usefulness
of social media. Actions need to be driven by the knowledge and insights generated from the conversations.
5. Empower Employees -- You will not be able to scale to the scope and speed of social media if you are not giving
your employees the tools they need to do their job. Training is fundamental to this empowerment. When you’ve built
your strategy and defined your processes, you need to educate people to carry out the plan. Without social media
savvy employees to engage in the conversations, your
company will not scale to meet the opportunity. Learn
Having your internal early that having your internal subject matter experts
participating in social media conversations trumps having
subject matter experts social media experts trying to participate in conversations,
and then enable those SMEs to be a champion online.
participating in social 6. ROI: There is No Single Number -- To reduce the
impact of social to a revenue number fails to accurately
media conversations account for the significant business value that social media
trumps having social delivers. Social delivers value across the entire lifecycle
of customer relationships. Benefits are found in loyalty,
media experts sentiment, advocacy, awareness, consideration, and
share of voice. To optimize the intersection of social and
participating. the transaction, look across the entire customer lifecycle.
7. Becoming a Social Business is a Journey -- The
interactive web continues to grow and morph. A shifting
landscape needs to be accounted for, if you expect to scale. Your core social media strategy needs to support a
flexible framework that allows for the sunset of some platforms, the rise of others and the shift of customer focus. It
needs to evolve with the lessons the journey brings, the experiences new technologies bring and the insights new
analytics bring. Embrace experimentation and changes in the market.
SHARE THIS E-BOOK 15
16. ARIEL DOS SANTOS | Microsoft
Ariel Dos Santos currently works on Social Business initiatives at Microsoft. He spends his time working with marketers on ways to achieve
business objectives by leveraging the power of social networks. He also leads an effort to improve our engagement practices across a variety
of social properties. Ariel lives in Seattle with his wife, Taylor, a new baby, Lucas, and their large St. Bernard, Truman. You can follow Ariel
on Twitter @agds.
How Microsoft Fully Leverages the Talents
of Community Managers
Over the last few years, the customer journey has evolved, in the consumer and commercial space alike. Customers
are increasingly using social media as part of their decision-making process. While this poses some challenges for
companies, it also presents great opportunities to foster conversations.
From consideration, to purchase, to advocacy, to support,
social is providing companies with an opportunity to
engage their customers in a variety of ways. To capitalize It is crucial to invest in
on this opportunity, it is crucial to invest in resources,
especially community managers. The quality of your community managers.
community manager can have a very powerful impact on
the success of any social media program. At the same time, The quality of your
identifying the resource model for community managers is
not easy, as traffic and volume can fluctuate with changes
community manager
in the marketplace. For example, the number of community
managers we need for a day where we have a major
can have a very
announcement can be much higher than other days. powerful impact on the
For many of our products and brands at Microsoft, we
have brought the community management function into
success of any social
one group, the Customer Insights Center. Community
managers can collaborate with and learn from each other
media program.
on a variety of topics, such as engagement, analytics, crisis
escalations, etc. This group has also given us the ability
to do some greater data analysis across a variety of accounts to identify different themes and patterns, while also
ensuring that we adhere to a high level of governance.
Lastly, by bringing the Customer Insights Center together, we can run different pilots and tests more easily, which
allows us to keep up with the ever changing nature of social media.
SHARE THIS E-BOOK 16
17. BRIAN RICE | SAP
Brian Rice is a member of the Social Media Strategic Services Team at SAP, where he manages the company’s social media monitoring
program and usage/rollout of 3rd party social media tools. In addition, he is the co-founder of Business2Community.com, a popular social
media and marketing blog that has been awarded a spot on the AdAge Power 50 list. You can follow him on Twitter @briansrice.
The Never Ending Challenges of Being Social@Scale
Out of the 60,000-plus employees working for SAP around the world, about 1,400 of us are in marketing, and only
about a dozen of us are on our core “Social Media Strategic Services” team. Our team is a part of the larger “Digital,
Social and Community” team and functions as a “center of excellence,” responsible for training and enablement,
governance, strategy and management of the official social media brand channels, and monitoring and tools.
Overall, one of the things I am most proud of is the work done to build communities that foster audience engagement
and brand advocacy. A prime example is our SAP Community Network (SCN), that brings together more than 2
million customers/end users, consultants, employees, etc. This ever-growing community is continuously creating
content in the form of blogs, discussions, etc., that helps
establish thought leadership, customer feedback, support
and innovation.
Community forums are
These community discussions/forums are fantastic for
product support -- often you can get answers here faster than fantastic for product
anywhere else. In addition, our willingness to create an open
dialogue while creating a positive community experience support -- often you can
results in our members becoming strong brand advocates.
In most cases, these advocates have become our first line get answers here faster
of defense in social media whenever inaccurate information
is shared or attacks on our brand/products occur. One of
than anywhere else.
our biggest challenges for scaling social media has been
in upskilling the various teams throughout the organization
who have varying degrees of skills/experience. To address this, we have been cultivating “champions” across the
company and investing in them through a hub-and-spoke model to share best practices and create a feedback
loop. We continue to create playbooks around core topic areas (governance, listening, channel management, lead
gen, etc.) as a means of disseminating this knowledge.
At the heart of all our efforts is the goal of creating consistent messaging and experiences throughout all of our
social media channels while growing our audience and cultivating true engagement.
SHARE THIS E-BOOK 17
18. LASANDRA BRILL | Cisco Systems
LaSandra Brill is a change agent, social media enthusiast and marketing visionary who was named one of 25 Women Who Rock Social
Media by Top Rank Marketing Blog. As Senior Manager of Global Social Media Marketing, LaSandra Brill shapes Cisco’s marketing strategy
to include a mix of innovative digital, mobile and social media techniques. At Cisco, she is known for building and executing the social media
strategy of one of the top five product launches in company history and for driving social innovation across the company. You can follow
LaSandra on Twitter @LaSandraBrill.
Our Journey in Retrospect:
The Four Phases of Becoming Social@Scale
The journey to achieve social scale at Cisco started in 2007, with its first social media marketing team of three
people and with the bottoms-up Groundswell Effect that eventually became impossible to ignore. This inevitably led
to the creation of a centralized social media marketing team in 2010. What’s easy to see in hindsight is that there
were four distinct phases that each carried their own set of challenges and rewards:
1. Building the Team -- With a centralized team of
experts, the focus was around defining social media job
roles across the organization, consolidating our channels, Localization, regional
putting a training program in place and standardizing
our tools/technologies. We pooled our resources and
targeting, and multi-language
built a center of excellence that accelerated adoption support all became critical
throughout the enterprise.
scaling issues as the team had
2. Landing and Expanding -- Once we had the plan,
the technology, and the talent, we began an organized to support global campaigns.
march across the rest of the company. We expanded
both the footprint of our existing programs and focused
on channel engagement. The biggest win for us was the social media listening center, a great way to turn even the
toughest skeptics into believers. To take advantage of these new opportunities, we built a team of Social Media
Experts (SMEs) who could act as force multipliers for the core team within the different parts of the company.
3. Going Global -- With the program achieving success, the demand for support pushed us to expand globally.
Localization, regional targeting, and multi-language support all became critical scaling issues as the team had to
support a global blog program and other campaigns.
4. Going Viral -- Achieving global adoption brings its own set of challenges, such as the ability to scale, integrating
with other systems, automating key processes, and extending the program into business units throughout the
enterprise. Social media becomes viral at this point, going beyond marketing, with ties into sales, support, operations,
and other departments.
So does it end after phase four? Of course not. But the foundational pieces are in place and social media is now
thought of alongside web marketing, email marketing and search marketing.
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19. JESSICA KALBARCZYK | Samsung Electronics
Jessica has been Social Media Analyst for the Samsung Electronics Customer Support Division since 2010. Her accomplishments include
taking a single team member to a seven-member social customer support team, within less than a year. She and the team now communicate with
over 2,000 customers weekly. The program is recognized as the beacon for social media support worldwide, across all Samsung subsidiaries,
and also earned Laptop Magazine’s Top Social Media Customer Support designation. You can follow her on Twitter @JessKalbarczyk.
Social Customers and the Social Snowball Effect
Customers are taking social media by storm. The fact is, if you are not there helping your customers--talking to
them--they’ll go elsewhere, to others with the same experience and, most importantly, to competitors. This is what I
call “The Social Snowball Effect.”
This is avoidable. Here are 3 Crucial Tips for Customer Support Success or How to Implement The Anti-Social
Snowball Effect:
1. Design a Social Media Customer Support Strategy. Include policy that is clear in how to effectively reach out to
your customers online. Develop clear KPI’s for social customer support. These will differ from phone support. Think
less “average handle time” and more “resolution rate.”
2. Dedicate at least one employee with significant social media experience to maintain and manage customers
online (this team will grow, believe me).
3. Listen, assist and ensure that engaged and empathetic conversations with customers happen every day. Also,
proactively fix and mend customer relationships.
From here is an opportunity where social media customer support works two-fold. It becomes not just another
channel for customers to receive help, but a place to monitor the rest of the organization and, in turn, raise overall
standards.
Customers demand it. And it’s your responsibility to meet that demand.
SHARE THIS E-BOOK 19
20. JEROME PINEAU | Autodesk
Jerome Pineau is a social media strategist at Autodesk for the Customer Service and Support Division. He blogs about social media trends
at #socialmedia you said? and you can follow him on Twitter @jeromepineau.
What Does Being Social@Scale Have in Common with
Death and Taxes?
A Franco-American, I was born in Paris, grew up in New York City, then lived in New Jersey, California, and now
Switzerland. I’ve been a software developer, entrepreneur, sales engineer, technical evangelist, hotel manager,
community manager, and social media strategist. Yes, all in the same lifetime.
Change is the only constant in this business. That alone is enough to love it. But as Steve Jobs once said, “We don’t
get a chance to do that many things, and every one should be really excellent, because this is our life.” Social media
is the best way I’ve found so far to live by that. And that’s why
I’m so passionate about it.
According to Ben Franklin, “In this world nothing can be said
to be certain, except death and taxes.” In 2012, we can add
Start by establishing
“needing to scale social” to the list for sure! An effort every
large enterprise must embark on these days. But just how do
clear and simple goals
you become Social@Scale? Well, here are a few things we
learned in the process at Autodesk:
to back up a powerful,
Best Practices believable vision.
On the intangible side, it involves establishing clear and simple
goals to back up a powerful, believable vision; fomenting a
“social business” culture, and then lining up your corporate ducks in a row to support the mission. Once you
have that, everything else tends to fall into place.On the concrete side, these “ducks” might include: establishing a
push-model, real-time listening strategy; selecting and training the right people efficiently; mapping out an internal
stakeholder network; building an “always-on,” just-in-time support infrastructure, and branding it all with the right
tone and voice. And of course, picking the right platforms to choreograph this whole dance at all levels.
What Hasn’t Worked
One thing we learned very quickly is that traditional training methods are not the most efficient for social, especially
when you train across business units on a moment’s notice. So we adapted a more “combat-oriented” technique
where we do very short, intense, live training, followed by simulations. Then we equip everyone with aviation-
style checklists. The idea is to get crews out there in the field immediately because no training can trump live-fire
experience. They learn on-the-go and we coach them adaptively. Then the Top-Guns train more people. And the
cycle repeats itself.
Continued on next page >>
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21. What Does Being Social@Scale Have in Common with
Death and Taxes? (continued)
How You Keep Innovating
Right now, our one-year-old social support program is still evolving. We’re growing very fast, but must still focus on
building a solid foundation, scaling up rationally, and consolidating processes, culture, and platforms. Innovation
requires a rock-solid foundation and a certain stability. We’ll get there shortly, but right now we’re focused on getting
the basics right. That being said, innovative ideas in social will likely come from our own customers. That’s often
the way it works in social.
Organizational Structure
Autodesk social is structured around the traditional hub-and-spoke model. In Customer Service and Support, social
is owned by Strategic Content and Community, under Bill Johnston (of Dell fame). And in there, you’ll find the three
pillars of: Social Media (my team), Community Strategy led by my friend Brian Kling, and Content Strategy under
Chris Mottla. We also train and run social support crews from other areas of the division as needed. The road to
Social@Scale is long and arduous. But the alternative is what Altimeter Research calls the “social sanitation spiral.”
And no one likes dirty work. So pick your strategies, staff, and platforms judiciously to build a fully-scaled social
business and remain relevant in the process.
SHARE THIS E-BOOK 21
23. FRANK ELIASON | Citi
Bloomberg’s BusinessWeek has called Frank Eliason “the most famous Customer Service manager in the U.S., possibly the world.” His work
at Comcast has been credited by many with initiating social media as a Customer Service channel. Today, Frank is Director of Global Social
Media for Citi, author of @YourService, published by Wiley, and he sits on the Board of Directors for the Council of Better Business Bureaus
and the Society of Consumer Affair Professionals. You can follow Frank on Twitter @FrankEliason.
If You Don’t Know Me By Now:
A Hurricane Sandy Postscript
I can’t seem to get the song “If You Don’t Know Me By Now” out of my head lately. I am writing this in New Jersey
shortly after Hurricane Sandy caused widespread destruction and wreaked havoc for many of the great people
within the New York/New Jersey community. I am proud to watch the community come together and bring back a
sense of normalcy as quickly as possible. I have especially seen a remarkable outpouring of support from people
via social media. In some ways, this has emphasized some of the great strengths of social media: The ability to
connect strangers is amazing.
As the song says, “If you do not know me by now, you will
never, never know me.” This is so true of most companies
I have seen during this crisis. Each day, I have received Sandy emphasized
spam emails telling me how great their products are, but
the reality is that I do not care about their products. I have some of the great
more pressing things going on in life, such as the quest to
restore electricity or help my fellow community members
strengths of social media:
recover. The companies already had enough information
to make this judgment, but often times chose to ignore
The ability to connect
it because they felt their marketing information was too
powerful to ignore, or they felt I would just ignore it if I were
strangers is amazing.
not interested.
Well, I will not be ignoring it. Nor will I be buying their products. These companies do not care about me, so I will
not care about them. Of course, some companies were more empathetic. Surprisingly, I saw some of the best
understanding from companies we often love to hate, such as banks, cable companies, and at least one utility
company.
This song has so many words that correlate to all types of relationships, especially between businesses and
consumers in a socially connected world. If you watch social conversations as much as I do, you’ll notice that
consumers, at times, can be very negative toward brands. Well, we’ve all got our funny moods and this is a reflection
of that.
Continued on next page >>
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24. If You Don’t Know Me By Now:
A Hurricane Sandy Postscript (continued)
Always remember that the opposite of love is not hate, but apathy. This negativity exists because your customers
want you to succeed. The key is that they want the relationship to go both ways. As the song says, “Just trust in me
like I trust in you.” Unfortunately, this is not always part of our message to our customers. We like to dictate to them
instead of inviting them to be a part of something special.
We often look toward social as a way to get our message
out, but in reality our message is meaningless. We send
They could have easily messages all the time to our customers, and in social
they can take these messages to their audience. Winning
known what was within social is simply reflecting your message through all
touch points and then allowing your customers to take that
important to me, yet no message to the broader public. The challenge is that we
have not always lived up to our end of the bargain.
company was able to
In my book @YourService, I also talk about “Scalable
correlate that to their Intimacy,” which in my mind is more relevant now than ever.
Throughout the aftermath of Hurricane Sandy, anyone
marketing messages. could have followed what I stated in social media, and they
could have easily known what was important to me, yet
no company was able to correlate that to their marketing
messages. It is really sad, especially because we have discussed the importance of listening in social for years, yet
very few brands actually do it well.
So my message to businesses looking to bring social to scale, which can also be found in the song, is as follows:
“Just get yourself together or might as well say goodbye. What good is a love affair when you can’t see eye to eye?”
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25. AUGIE RAY | Prudential Financial
Augie Ray is the Director of Social Media for Prudential Financial. He was formerly a social media leader at USAA, where he and his team
managed social media programs for marketing and customer care, deployed communities, educated employees and executives on social
media trends and created the enterprise social business vision. You can follow Augie on Twitter @augieray or at his Experience: The Blog.
(Disclaimer: Augie Ray is not a Sprinklr client.)
Your Job is NOT to Raise Your Own Klout Score:
Thinking Beyond Posts, Tweets, Games and Pins
Lots of folks seem to feel that the words “control” and “social” don’t belong together in the same sentence. That’s
ridiculous -- large companies cannot simply unleash thousands of employees to launch whatever accounts they
wish and maintain them in any manner that feels right, all without rules, tools, guidance and monitoring. The stakes
are far too high: Large brands can neither afford to be
the next poster child for social PR blunders, nor can they
allow a competitive advantage to slip away over fears of
social missteps. It’s easy to get caught up in
It is too easy for a social media professional to get caught all the ideas and possibilities
up in all the ideas and possibilities of social, but the first
step isn’t to think of Tweets, posts, games and pins.
of social, but the first step of
Instead, Social@Scale begins with more mundane but becoming Social@Scale is
vital things:
addressing the mundane but
• Does your industry face any special regulations?
vital things.
• your employees understand their limits and what
Do
actions can get them and the company in trouble?
• Do your managers understand what is and is not appropriate when disciplining an employee for something
posted to a social network?
• Is your organization’s social media policy supported with education and communication to keep it top of mind?
• Do you have monitoring in place to recognize and act upon legal, compliance and reputation threats?
• Are policies in place that govern how your brand participates in social media?
Continued on next page >>
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26. Your Job is NOT to Raise Your Own Klout Score:
Thinking Beyond Posts, Tweets, Games and Pins (continued)
It’s also important to select tools that can be deployed and support the enterprise. It can be a costly mistake
to allow different parts of the company to secure their own listening platforms, social media management tools,
community platforms and other social tools. Coordination is necessary to prevent redundancy and conflicting data
and systems. Social@Scale means having to find the right tools that can scale and adapt to different needs for
different departments.
Once the foundation is in place, the next step is to devise and execute strategies for (and in collaboration with)
departments throughout the enterprise. The social team in a larger organization has to think of all the ways the
organization will use social and help peers to understand the needs, processes and tools. This includes not just
marketing and PR personnel, but also customer service, human resources, product management, business
intelligence and others.
Too often, social strategies start in the wrong place--with a focus
on a Facebook fan page or Pinterest board. I often find myself
Too often, social returning to Forrester’s simple but powerful POST methodology:
strategies start in the 1. Define the People -- the audience, their social behaviors, etc.
2. Set the Objectives: What do you wish to accomplish and
wrong place -- with a how will you measure success?
focus on a Facebook 3. Devise the Strategies: How will you achieve those goals?
fan page or Pinterest 4. Determine the Tools, Technology and Tactics. This is the
stage when you determine if you have the skills and
board. resources you need, the responsibilities for personnel, the
tools to be used or acquired, etc.
Being responsible for social media in a large firm is far more about
helping others to succeed -- and preventing them from making costly mistakes -- than developing and executing
your own ideas and strategies. At the end of the day, your job is to allow hundreds or thousands of people to create
value using social platforms and strategies, not raise your own Klout score. Lots of people can do the Social part,
but finding the right leader who can help a firm with the Scale is tougher.
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28. JILL OKAWA FLETCHER | Virgin America
Jill Okawa Fletcher has ten years of experience in building online communities and leveraging new media to build consumer brand
engagement. She currently leads Virgin America’s social media strategy and has spoken at numerous conferences including SXSWi,
Advertising Week, ad:tech, and Dreamforce. You can follow her on Twitter @JillOinSF.
Soaring With Social Media 24/7:
The Value of Real-Time Guest Conversation
Virgin America is a relatively young airline (we turned five in August 2012), so social media has been part of our
DNA from the very beginning. For us, social media has been a great way to engage in a two-way dialogue with our
fans, friends, and flyers by listening carefully to what they have to say and providing real-time responses and guest
services.
By being authentic in our one-on-one interactions, I think
we’ve been able to earn the trust of our audience. And By being authentic in our
my hope is that their interactions with us on social media
reinforce that we’re not just pushing our own agenda, but one-on-one interactions,
rather we have a genuine vested interest in improving
their experiences with us – whether that’s in the purchase I think we’ve been able
process, at the airport, in the air, or after they’ve landed.
Given that we’re a 24/7 operation and we offer our guests
to earn the trust of our
fleet-wide WiFi (and were the first airline to do so) and
power plugs on the plane, there’s rarely a moment that our
audience.
guests aren’t able to connect with us. And since we strive
to offer such a unique and visual in-flight experience with
our purple mood lighting, Red™ seatback entertainment system, and on-demand food and drink ordering – we’re
fortunate that our guests enjoy sharing their experience from 35,000 feet.
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29. NICK AYRES | InterContinental Hotels Group
Nick Ayres leads the global social marketing team for InterContinental Hotels Group (IHG), the largest hotel company in the world by number
of rooms with more than 650,000 rooms and over 4,400 hotels across 100 countries. Prior to joining IHG, Nick spent nearly five years
with The Home Depot, where he helped develop and drive their overall strategic approach to social media including customer care, PR,
marketing and eCommerce. You can follow him on Twitter @nickjayres.
Be Our Guest:
Guiding Principles for Becoming Social@Scale
Social@Scale is not easy in any environment, but it sometimes feels even more complicated in a global, matrixed
organization like we have at InterContinental Hotels Group (IHG). That said, we’ve unearthed a few guiding principles
along our social journey:
• Begin With The End in Mind -- I’m only half joking when I say I ultimately want to work myself out of a job.
Social should be about enabling business transformation, not building bigger, more powerful silos to rival
traditional marketing counterparts. We win not when we have a bigger team, but when we have social
evangelists in every part of the business.
• Know When to Hold ‘Em -- Know what is non-negotiable and what is just personal bias, informed or
otherwise. At IHG we call it “freedom within a framework”—knowing what to fight for (and when) and knowing
what you just want to fight for. No single group will be
able to solve social for every stakeholder, so don’t let
your passion convince you otherwise.
Once you’ve had a few
• Complement, Don’t Complicate -- To reach long-
term sustainability at scale, we will have to integrate into wins, it’s even more
the business to truly transform it. This means we’ll rarely
be successful just blowing up traditional models. We critical that you continue
must adapt social to the business, not the other way
around. to communicate social’s
• Never Stop Being Your Own Evangelist -- I think ongoing strategic value.
one of the traps that “seasoned” social practitioners
fall into is that it is easy, especially once you’ve gotten
some momentum, to stop championing your social objectives and strategies around the business. What’s
needed is exactly the opposite—once you’ve had a few wins, it’s even more critical that you continue to
communicate social’s ongoing strategic value.
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30. JUSTIN MACAULEY | Frontier Airlines
Justin Macauley is the Program Manager of Social Media at Frontier Airlines. He’s a Los Angeles native and proud University of Colorado
alum. You can follow Justin on Twitter @MacJ12 or at Frontier Airlines @flyfrontier.
One-Size-Fits-All Messaging Doesn’t Get You
Off the Ground
As part of a team that crosses two departments, we have to do everything we can to be streamlined and efficient.
Our team consists of myself, a customer relations manager, customer relations supervisor and six “proactive” agents.
These agents provide customer service in both social media and email correspondence with our passengers.
There are three practices that help us become Social@Scale:
1. Developing engaging content
We’ve moved from
2. Knowing our audience
trying to sound so
3. Discovering our voice
How often do you see brands try to be something they’re
professional and
not, especially in the social sphere? It’s pretty rampant, and
understandably so -- this space is still relatively new. We’ve
uniform in our social
had the good fortune to be able to dedicate resources to
social media for the last two years so we’ve learned a few
customer service to
things along the way. At the heart of everything we do using the different
socially, we want to ensure that our content and interactions
are authentic. voices within our team.
We’ve moved from trying to sound so professional and
uniform in our social customer service to using the different
voices within our team. We want you to know you’re speaking with Yolanda, or Brittany, or Colette. Right off the bat,
this helps break down the barriers that are put up between a corporation of our size and the passenger.
We spend a lot of time looking at our audience. One-size-fits-all messaging and responding is something that we
learned (very quickly) does not work. Our interactions with a once-a-year flier are going to be much different than
a once-a-week flier.
We don’t focus on how many “likes” we have on Facebook or how many followers we have on Twitter. We focus on
developing posts and content that anyone would find interesting, regardless of whether you travel with us or not. If
people find you interesting and are paying attention, the increase in followers will “follow” suit.
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32. STEVEN LAZARUS | The Children’s Place
Steven Lazarus is currently Head of Social Media marketing for The Children’s Place Retail Stores, where he is responsible for executing
social and digital marketing strategies, thought leadership, and digital partnerships to help increase engagement and customer awareness
for revenue growth. Steven was previously responsible for building out the first Social Media Marketing teams for Toys”R”Us and IBM
Software Group. You can follow Steven on Twitter @slazarus or at his personal blog, SteveSaysWhat?
Listening and Monitoring Trumps Talking
Me: People like being heard.
You: What?
People sharing their opinions about brands, products and experiences is nothing new. Now think about how many
parts of your organization that these conversations can impact, and the value of that feedback: Guest Services,
Store Operations, Merchandising, Product Development, Sales.
• What do people love or hate about our brand?
• How is that new marketing program and messaging
resonating?
Scale your efforts
• What do people think about our return policy? accordingly. You don’t
• Is our product washing well? need a Pinterest account
Understanding what your customers are talking about if your customers don’t
allows you to better prepare and plan your content and
tactics. Engaging with them where they are already talking use Pinterest.
about your brand gives you the opportunity to be authentic,
while creating stronger conversations.
Having both of these pieces of information allows you the opportunity to scale your efforts accordingly. You don’t
need a Pinterest account if your customers don’t use Pinterest. Is Facebook really where all of your customers are
talking about you?
If businesses did nothing else except for Listen and Monitor, they would be able to positively impact their business.
And being able to show the impact of these conversations in relation to your brand can prove to be invaluable.
The bottom line is that having all of this data can make it much easier to scale your efforts. It can give you the cross-
functional forum inside your business to share what you are hearing (or reading). It can help you customize and
present alternative messaging and social campaigns based on how people are actually talking to each other. It can
allow you the opportunity to be timely and relevant for the business when it matters most.
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33. ADRIANA LLAMES KOGELIS
Sears Holdings Corporation
Adriana Llames Kogelis is the Division Vice President, Digital & Social Media Marketing for Sears Holdings Corporation, and the acclaimed
author of “Career Sudoku: 9 Ways to Win the Job Search Game.” Prior to joining Sears Holdings, Llames led a boutique personal branding
firm for over a decade that included clients from IBM, Google, BP, Kraft and Microsoft. She has been featured on ABC, CNNMoney, CBS
News, Yahoo! and Fox Business. For more information, visit AdrianaLlames.com and follow Adriana on Twitter @adrianallames.
Get Social@Scale, Enterprise Style -- The Value of Commitment
What does an enterprise need to be Social@Scale? Commitment.
When you take a look back at any media that has influenced and changed the way in which we as individuals
communicate, it took a commitment to believing in the customer shift before seeing the results.
The customer shift for social media has happened and now companies need to get on board as well. Twitter
was instrumental in the presidential debates, Hurricane Sandy and dissolving of the government of Egypt; these
are commitments. Consider that 96 percent of Millennials have joined a social network—that’s a commitment.
The fastest growing segment on Facebook is the 55-to-65-year-
old female population—that’s a commitment. It’s now time for large
companies to stand up and commit to the two-way relationship with
their customers via social media. It’s now time for
Some of the reasons large companies have been slow to adopt full- large companies
scale social media strategies are fear of the unknown and the lack
of ROI-focused measurement. This is ironic, given the length of time to stand up
it took for the now-traditional media formats seen as ROI-relevant to
grow in comparison to social media. Radio took 38 years to reach and commit
50 million users, TV took 13 years (parallelism) and the Internet
took 4 years to reach that 50 million mark. By comparison, it took
to the two-way
Facebook 12 months to reach 4 times that -- 200 million users.
relationship with
Now that visiting a social media site is more popular than checking
personal email (talk about a commitment), enterprises need to their customers via
commit to taking a piece of that customer action.
social media.
Develop a strong team of social media experts, led by a senior
executive that has passion and knowledge for the industry and who
can put your company at the forefront for more than just having a Facebook page and Twitter account. Social@
Scale is about committing to a two-way relationship with your customers on every level. It’s more than marketing;
it’s PR, customer service, R&D, focus groups, pricing and community engagement.
Commitment to Social@Scale shapes the way you do business today and in the future.
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34. SEAN RYAN | JCP
Sean is a former television journalist and Gonzaga graduate currently leading JCP’s social and mobile marketing efforts. Born and raised in
Minnesota, Sean spent time working on Target’s social team before leaving for JCP in June of 2012. He currently resides in Plano, TX with
his wife and son. You can follow him on Twitter @SeanRyan25.
What Social is... (And What it is Not)
One of the most critical lessons I’ve learned about social at the enterprise level is how it can break down the
traditional business “silos.” Social is not marketing, it is not PR, it is not customer care: It’s a combination of it all.
Social is where our consumers talk, learn, share and engage
– conversations that touch on every aspect of the company.
Engaging in the conversation—which means listening, It is time to move away
responding, learning, and adapting—requires multiple areas
of the business to work together in real-time. Identifying the from the idea that social is
right stakeholders and finding the right tools to scale are a group in the marketing
critical. Being able to learn from this wealth of information,
react to it, and affect the conversation requires a streamlined department, as that
process between the traditional business silos.
approach is a fundamental
It also means there’s a lot of gray area. PR merging
with traditional marketing, marketing with customer misunderstanding of the
care. Companies that embrace it see every part of the space.
organization to take ownership, and work in collaboration.
This is where social affects positive change! By centralizing
social—outside of these traditional silos—the business can better communicate. Ultimately, social can be the glue
that merges all aspects of the business inside it’s own walls, and forces the company to be a more unified customer-
facing organization.
The idea that “social” is simply a group in the marketing department is a fundamental misunderstanding of the
space.
Our customers don’t see our brand as compartmentalized, so why should we?
A lot of people—including myself—get excited when an agency says that “a marketing campaign should start with
social.” But what does that really mean?
Starting with social means understanding how your customer engages with your store at a microscopic level. What
do they like? What do they find annoying? How do they respond to your content and how do they talk to their friends
about it? The real-time answers to these questions can help drive the most effective marketing, PR and customer
care for your company.
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35. RAY POPP | Groupon
Ray Popp is Director of Content and Social Media at Groupon, where he helps drive global social strategy and is responsible for how the
company uses social to build and manage relationships with merchants and customers in the US. He cut his teeth working on some of the
world’s largest brands at some of the world’s largest PR firms. You can find him tweeting @RFPIII.
Stop: Do You Know Where You’re Going?
I used to work with a guy who loved saying “If you don’t know where you’re going, any road will get you there.” A
quick search offers varied results on where this quote came from—Lewis Carroll? George Harrison? Dr. Dre?—but
this idea of knowing the destination as a prerequisite to choosing the best route has stuck with me.
In theory, it’s pretty simple: start with the objective. “No
sh*t,” you say (you should watch your language), but do
you really know? Beyond a project? Beyond the quarter? Customer relations and
Why is it that when we get that exciting, blue-sky question
about the one thing we would do if resources and other marketing via social is a
limitations were out of the equation, we freeze up like the
first time we sat in front of a Napster search bar? long road that needs to
The same can be said about building the infrastructure to
be Social@Scale. Yes, customer relations and marketing
be paved with little, daily
via social is a long road that needs to be paved with little,
daily, transactional wins. However, it’s important to take
transactional wins.
regular steps to organize for where you want to be in six
months, a year, or five years, even if it makes today’s work more challenging.
Whether it’s the platforms you use, your social media management system, or the quality of content you create, I
find that we usually rise to the occasion and grow into what we want to be as a social business. Just as long as we
know where we’re going.
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36. ERIC GOTTLOEB &
ZACH WEST | Walgreens
Eric Gottloeb and Zach West are Social Media Managers for Walgreens. Working within the company’s digital marketing and strategy teams,
they are responsible for social media strategy and planning as well as integrating social media into Walgreens’ many consumer-facing
initiatives, everything from mobile to point of sale. You can follow Eric on Twitter @Gottloeb and Zach on Twitter @ZachDWest.
Social Media Isn’t the Answer to Everything, But It Answers a Lot
Rather than attempting to write eloquent paragraphs, we figured you (the reader) probably just want bullets. So
here’s a snapshot of Walgreens’ Best Practices:
• Treat your customers with the respect they deserve. Social isn’t an ad platform—it’s a conversation. Don’t
interrupt people trying to have a conversation without something relevant to talk about.
• Don’t let “Social” the buzz word drive “Social” the strategy. Social media isn’t the answer for everything. Before
coming up with a “social media plan” for something, what you’re actually trying to do needs to be weighed
against all the other channels that your digital and
traditional marketing teams have at their disposal.
• you build it, they will come,” doesn’t work. It’s true
“If Social is a long-term
for microsites, it’s true for Facebook pages, and it’s
true for Twitter handles. Build long-term products that game not a short-term
customers can keep coming back to. Social is a long
term game not a short-term ad buy. ad buy.
• How You Keep Innovating: Separate then Integrate.
Separate the team from the bigger organization so
they can be forward thinking, unhindered and frankly, weird. But never let the whole group fully detach from
the bigger team. Then once they’ve done lots of small independent things to prove what the core concepts of
the strategy will be, scale. Integrate the winning concepts where they belong, and evolve just like every start-up.
The team has to grow up into the organization, something that both the team and the organization need to have
in the cards from Day 1.
Continued on next page >>
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37. Social Media Isn’t the Answer to Everything,
But It Answers a Lot (continued)
• Organizational Structure: Each time you integrate something new, you start isolated in a vertical team, then you
drive the team into a horizontal structure and integrate it into the larger company. Take for example, customer
service. You start with the social team, understand the nuances of how social can play a role in customer
service, build up the process and then scale it into the customer service organization. There are many examples
like this one, where social media as a utility does not belong to a Social Media center of expertise, but that center
of expertise can incubate the utility until it has matured enough to live in the right part of your organization.
We realize there aren’t any trade secrets here, but let’s be honest: The secret sauce isn’t going to be the same for
everyone. However, the core concepts behind innovation pretty much apply everywhere. Start with your company’s
business model, solve for where opportunities to drive on those models exist, and then scale it.
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39. BEVERLY JACKSON | The GRAMMY Awards
Beverly is the Senior Director of Marketing, Social and Digital Strategy for The Recording Academy and the GRAMMY Awards, where she
oversees integrated marketing programs for a variety of brand partners, promotes the iconic broadcast and incorporates social engagement
with fans and artists into the experience. You can follow her on Twitter @bevjack.
(Disclaimer: Beverly is not a Sprinklr client.)
Moving From Nostalgia to the Now:
How the GRAMMY Awards Became Social@Scale
The 54th Annual GRAMMY Awards last February was the Most Social Event in TV History. The evening generated
more than 13 million social media comments -- a 2,280 percent increase over the previous year’s broadcast -- and
beat the previous record of 12.2 million social media comments sparked by the 2012 Super Bowl. At their peak,
GRAMMY fans were delivering in excess of 160,000 Tweets per minute.
Four years ago, coming off the majestic celebration of our
50th anniversary, my job title didn’t even exist. We only had
a marketing director and a webmaster. The GRAMMY brand How could we
was strong, but it was a nostalgic brand, a legacy brand that
looked back fondly on the history of music. Our CMO wanted connect the Grammy
us to move forward – we needed to focus more on capturing
the hearts of young people and be part of the conversation brand to a generation
NOW. We needed to bring more brand partners under the
GRAMMY halo. that had never even
This was an amazing and exciting career opportunity, but the purchased a CD?
challenge was also like trying to turn the Titanic.
During the 2008 presidential election, we were inspired by the
chatter on Twitter. A brand new coalition of people was talking about politics – people who had never been heard
from before. How could we reach a whole new demographic? How could we connect the GRAMMY brand to the
generation that not only never bought music on vinyl, but had never even purchased a CD?
Our first campaign was “Celebrate the Music That Makes Us.” Stunning portraits of artists like Coldplay, Rihanna
and Lil Wayne were created using words from song titles and lyrics that inspired their careers and lives. During
that first year, all we cared about was Tweeting during the three-and-a-half hour broadcast. We had MySpace and
Facebook pages, but all we focused on was Twitter.
Continued on next page >>
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40. Moving From Nostalgia to the Now:
How the GRAMMY Awards Became Social@Scale (continued)
In real time, we Tweeted who’s coming up next and who just won an award. If you got off the couch to go to the
fridge and then asked your friend, “What just happened?” We were that friend on Twitter. We were your personal
TV companion. So for the 51st GRAMMY Awards, it was one-way communication: us telling you what happened.
From that point on, we never looked back. It would be all two-
way conversations from now on. Our next campaign was “We
Our social program Are All Fans.” It invited you to click on a YouTube collage of
ordinary people doing cover versions of their favorite artists’
is 365 days a year. songs. Then, we decided to recognize the people who have
never picked up a guitar and never even sung one note outside
It’s no longer about a the shower but who make a tremendous impact on the music
world. We called this our “Social Media Rock Star Summit” and
three-and-a-half hour we invited pioneers like the founders of Digg, Tumblr, YouTube
award ceremony. and Shazam.
Today, a Tweet isn’t enough for us. We’re offering a second-
screen experience with GRAMMY Live. During the awards
broadcast, we take our fans behind the velvet rope and on the red carpet, where you’ll see and hear things from
celebrities that you’ll never experience again. We don’t rebroadcast the show. You have to be there when the
moment happens.
We’re not the biggest brand on Twitter or Facebook and don’t strive to be. We focus on creating water cooler
moments and quality conversation.
Whenever something bad or something exciting happens in the music industry, we want people to immediately
think about going to GRAMMY.com. We have a new rule we live by: We want to be everywhere where people are
talking about music. Our social program is 365 days a year. It’s no longer about a three-and-a-half hour award
ceremony.
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41. ROBIN MONHEIT | Hearst Digital Media
Robin Monheit is a Senior Social Media Manager at Hearst Digital Media, coordinating social media strategy for 20 iconic magazine brands.
She is a graduate of the CUNY Graduate School of Journalism’s Entrepreneurial Journalism program and formerly a web editor at O, The
Oprah Magazine. Find her on Twitter @sillyrobin.
Being The Brand:
What Makes a Company Social@Scale
When you talk about Social@Scale, what you’re really talking about is reach, reputation, and of course, recognition.
These are all pillars of a good marketing group strategy — but how can a company successfully bring other
employees into that mix?
There is a major difference between a company that has many employees using social media personally, and
one whose employees use it to be the face of their brand. Being your brand takes work: It means monitoring
and responding to customers after hours; it means staying on-brand and on-message across social platforms, it
means “giving up”—in a sense—one’s personal handle (or maintaining two). In essence, it means always being “on.”
Companies can encourage a cross-section of employees to embody the brand on social media, sure, but in order
to truly succeed, social media must be something those employees want to do. And the only the way employees
will want to be the face of their brand on social media is if that brand is a great brand and the company is a great
company.
At Hearst Magazines, you could say that we have it easy.
Editors are passionate about their magazines and their The only the way employees
work. Marie Claire editors need no prodding to post will want to be the face of their
to Instagram from the latest designer preview, or to live-
Tweet Project Runway. Seventeen editors love Tweeting brand on social media is if that
everything from the latest Justin Bieber concert to Pretty
Little Liars on TV. We are lucky because the culture of
brand is a great brand and the
journalism is such that not only does the brand need to company is a great company.
have a social presence, but for the sake of their careers,
writers and editors do as well.
Of course there are many different faces to Hearst as a global company, and to truly be Social@Scale, all tiers of the
corporation need to be active and transparent. At Hearst, Magazine Group President David Carey and Marketing
President Michael Clinton are avid Tweeters. The Hearst café and the company gym in the Hearst Tower also have
a strong social media presence. Yes, employees even use Twitter to find out what’s for lunch downstairs
That combination of leading by example and fostering a company culture where employees feel passionate about
their work and their brands is what makes a company truly Social@Scale.
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43. ANNE MCGRAW | Nissan North America
Anne McGraw is the Manager of Social Customer Care at Nissan North America and is driving change in improving the customer experience.
She refers to herself as a “recovering Mommy Blogger” and spends her time with her husband and two young daughters enjoying life in
Nashville, Tennessee. You can follow her on Twitter @abmcgraw.
The Social Revolution is Not About Social Media:
It’s Still About How We Treat Our Customers
Enterprises are struggling with how to be Social@Scale and it’s going to continue to be a challenge with not-so-
obvious solutions. It’s simply not that easy to stop thinking about social as a mere job function or employee role.
“Being social” is an identity shift that is rattling the corporate foundation to its core.
What social media has globally and universally done is expose the siloed nature of big business (or not so big, in
some cases). It’s not like this was a huge secret. It’s just been incredibly easy to brush it away as a hindrance or
minor inconvenience.
But for the first time ever, the importance and value a
company places on customer satisfaction is up front and Social media has
center for anyone with a browser to witness firsthand.
Social media has exposed the flaws in our processes and exposed the flaws in our
systems, and in a very public way. It’s a glaring spotlight
on a customer’s call center interactions, your marketing processes and systems,
practices, sales gimmicks, outdated systems and tools, and
any other touch point that enables a good experience….or and in a very public way.
the other kind.
Listening and responding online is far from a novel concept
these days. In the eyes of consumers, it’s a given, and the only question is how consistent—and consistently good—
your response is throughout every channel and level of the company. Every organization selling any type of B2C
product or service needs to get their act together, and quickly.
The so-called social revolution isn’t really about social media at all. It’s about how we all treat our customers, and
really about how they’re fed up with feeling ignored. Social has given them a voice and one they’re not afraid to use.
We have two immediate choices:
1. Do we put a social media response team in place that handles online reputation management, and empower
people at every level of the organization to join forces?
2. Do we use the social media management process as the primary insight mechanism to see how our company
is treating the only thing that matters: our customers?
I recommend we all do both.
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44. OLIVIA HARTING | Chevron
Olivia Harting has served as the Social Media Community Manager for Chevron Corporation since 2009, where she manages community
development and social media engagement for Chevron’s Corporate Public Affairs group. You can follow Olivia on Twitter @oharting.
The Do’s (and One Don’t) of Corporate Reputation
Management in Social
In my experience helping Chevron be social, we’ve had to face challenges that are unique to only a handful of
industries. Brands in these industries are not selling consumer products, looking to create “buzz,” or generate a
flash mob. Instead, they engage in social media to build brand recognition and favorability, support their corporate
social responsibility efforts, and manage their reputation online. They’re looking to connect with hard-to-reach
influencers, such as opinion leaders and policymakers, engage community stakeholders on some pretty complex
issues and gain permission to operate, often in challenging political, socio-political and/or geopolitical climates.
What advice would I offer to these kinds of companies about being Social@Scale?
1. Scale Carefully
Remember that more is not necessarily better. You want to achieve
sustained growth of your audiences and target the right followers who Follow both your
are or will become advocates for your brand.
supporters and
2. Listen, Monitor and Understand
Know what’s being said about your company and your industry... and by detractors.
whom. Follow both your supporters and detractors.
3. Maintain Balance
Remember that negative things are likely being said about you online and they will last forever on the Internet. Not
only that, they’re searchable. By developing a robust social presence, you bring balance to the conversation and
make your messages easier to find as well.
4. Hire Carefully
Staff your social media team with experienced professionals who bring a healthy “insider-outsider” perspective to
engagement. In other words, people who can think like someone outside the company and appreciate all points of
view, while keeping the interests of the business in mind.
5. Appreciate Your Detractors
They’re passionate, active and believe strongly in their ideals. And like it or not, they are among the “influencers” in
your industry.
Continued on next page >>
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45. The Do’s (and One Don’t) of Corporate Reputation
Management in Social (continued)
6. Have Clear Objectives
Make sure that your team understands what it is you hope people do or take away once they’ve engaged with your
brand. Then, craft your content strategy, your paid strategy and your integrated campaigns to support this action.
7. Empower Employees
Your employees help bring balance to the conversation. They are your greatest brand ambassadors.
8. Don’t Wait For a Crisis
If you’re waiting for an emergency to get fully involved in social media, it means you likely haven’t done any of the
above.
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46. HEATHER READ | DuPont
Heather Read is Public Affairs Program Manager, Social Media at DuPont. She oversees the global social media monitoring and management
processes supporting DuPont Public Affairs. Previously, she served as Senior Director, Communications at Afilias, which powers nearly 10
percent of the world’s Internet-naming architecture. You can follow her on Twitter @heatherread or connect at http://about.me/heatherread.
Social Media is About Process
We have a saying, “What gets measured, gets done.” Businesses have processes for manufacturing, for fulfilling
orders, for hiring employees, etc. Why wouldn’t you spend the same amount of energy to plan, perfect and optimize
your social media management processes?
It is not enough to just measure success or ROI on your
social media program. To scale your operation and to keep To scale your
it efficient, you need to understand what is going on inside
your escalation process, particularly if you are processing operation and to keep
thousands of items per day. Across an enterprise that is
dispersed globally, in many different languages and across it efficient, you need
varied businesses and channels, this task can be daunting.
to understand what is
To make it work you need a simple and flexible process,
clear roles and responsibilities amongst your team, and a going on inside your
management tool that can embed your workflow process in a
way your users can actually understand. escalation process.
The hard part is in structuring your process and your
management tool to give you the most actionable metrics. There is a lot of minutiae in processing this many posts
per day which makes it difficult to make a connection between the external conversation about your company, and
the conversation occurring on your own social media channels. You need to make that connection, though, to be
an effective social listening organization.
The magic is not in the data itself. It’s in how you use it to empower your team, continually upgrade your processes,
and make your social engagements even stronger.
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