Summit Session: Monitoring & Measurement: How to Improve Your Brand’s Voice in the Social Space presentation from Jordan Slabaugh, Spredfast

1. Improving Social Brand
Engagement
Jordan Slabaugh
Director of Social Media
Spredfast

2. About Spredfast
SaaS software company
Founded 2009
HQ in Austin, TX
100 employees
250+ customers
Social media management
system for enterprises and the
agencies that support them

3. The Common Thread?
• By EOY more than 60% of Fortune 500 companies will
"actively engage" customers with Facebook marketing - up
20% from 4th Q 2011 (Gartner)
• 17% of customers have used social in past year to get
customer service response (American express 2012 customer
barometer)
• Customers who engage with companies over social spend 20
to 40% more money with this customers than other
customers (Balin and Company report)

4. Engagement: The Name of the Social Game

5. Engagement: Internal vs External
People Connections
active across social for your (social “opt-ins”)
company
Interactions
Groups from social community, social
active across social customers
Messages published Potential reach
from your company from social messages

6. Quiz Time
1. How many people are active on social for your company?
2. How many distinct groups (department, geographies, brands) are
included?
3. Over the past week, how many messages has your company published in
social?
4. How many connections does your company have across social channels?
5. How many interactions does your brand receive weekly from social
connections?
6. How many people are you “reaching” through social weekly?

7. Internal: People
How many people across the company are you enabling to spread
messaging and interactions across the social web?

8. Engaging People Internally
• Social is a business- Individuals
wide effort.
Subject Matter
• Think outside of the Experts
Social Media and
Regional
Community
Managers.
Corporate/Social

9. Engaging People Internally
Aramark: Whole Foods:
engaging employees where they work Hub and metro-spoke model

10. Internal: Groups
How are you incorporating more aspects of the business and
areas of expertise in social programs?

11. Engaging Different Groups
Segmenting communication across the brands, products and
specific conversations that matter to customers

12. Internal: Messages & Content
How often is your company publishing content and responding to
relevant social conversations?
Daily= 55, Weekly= 383

13. Internal Content and Messaging
User Input/Ideas Incentives Exclusive Content

14. External: Network Size
How many social users are a part of your “opt-in” social
networks and presences?

15. External Network Size
The larger network size, the more “opt-in” members a brand has to share
messages, inspire action and eventually convert or cultivate into brand advocates.

16. External: Social Interactions
How often are your social community members actually
interacting with you, your content or your company?
Daily= 22,222, Weekly= 155,555

17. External Social Interactions
Inspiring Shares & WOM Helping with Issues Acknowledge & Delight

18. External: Social Reach
How many potential impressions are you achieving through
social publishing and interactions?

19. External Social Reach
Network Size + Audience Engagement

20. How do you stack up?

21. 6 Key Opportunities to Take Advantage of Today
1. Delivering more, quality content.
2. Uncover contextual learnings.
3. Understand social network utility.
4. Segment groups and users to focus efforts.
5. Coordinate across teams.
6. Don’t forget the opportunity to convert.

22. Thank you!
Jordan Slabaugh
Director of Social Media
Spredfast
@JordanV | @Spredfast
jordan@spredfast.com