Large Enterprises face unique challenges and obstacles with Social Media. Expion's centralized platform empowers retailers, brands and agencies to localize and manage their social marketing efforts.

3. Manage social media conversations across all brands and locations
Govern local employees engagement with customers
Scheduling, alerts, and pre-packaged content improves efficiency
Real time alerts identify service and product sentiment
Sharing ideas across all locations and corporate

4. Ninja
Guru
Hurry up and fire them

5. Long way to go……..
57% of businesses currently monitor online conversations
20% do not listen at all
23% of respondents weren’t sure whether or not the
company is listening to online conversations
According to a recent study by Capgemini, Brian Solis Sep 2011

6. By the time a big company figures out social media, I come in about here

7. Big Enterprise Company
Customers

8. This Joke is On You
Knock Knock
Who’s there?
It’s me, a likely customer
I can’t answer the door until we figure out who in our
organization is responsible to answer you. I have to find
out who that is and let them know you want to talk to
them. They will check with their managers
and get back to you when they know what to say.
When we do, you ‘ll still be there right?

9. Big vs. Small
Enterprise
Small Business
Swift and tactical
Slow to react

10. How to speed things up for the enterprise?
Act like a smaller company
Small companies generated 64 percent of net new jobs over the past 15 years
Since January 2010, small and medium firms generated 98% of the nearly
2 million private-sector jobs created
Decide, Deliver and Deploy
http://www.sba.gov/advocacy/7495/8420
Automatic Data Processing Inc. August 2011
http://blogs.wsj.com/economics/2011/08/31/jobs-bill-needs-to-target-small-businesses/

11. How to speed things up for the enterprise?
Large enterprises take over 1 year to deploy
Trust and assign key people
It ain’t social if you can’t socialize internally
Do what others have done
Use vendors that have successfully deployed in different verticals
Take on education and set up architecture

12. Large enterprises need to open the social door

13. This is on the other side
customer
employee
How to deal with
inside your company?

14. 1. Alert to customer complaints every 10 min by location
2. Alert to curse, SPAM, images, links, etc for removal
3. Monitor all employee conversations (posting and commenting)
4. Store all conversations (including deleted ) permanently for HR
5. Require all employee photo/video uploads to be approved
6. Optional process that requires employee posts to be approved
7. Company can provide pre-approved content to all locations
8. Accounts are set up as business not personal for control
- Employees are no longer administrators of page
9. Restrict employee usage to only access Facebook business page
- IT can block access to Facebook, Twitter, etc
10. User roles can be customized for specific permissions and access

15. Obstacles and Barriers
We are a regulated industry, its not easy
BS, control the message just like you would an ad in the paper
Draft, collaborate, approve. Check, check, check
My executive management team doesn’t understand social
They probably don’t know how to load a tractor trailer either
Get your best people on it and they will deliver
We don’t have anyone trained in social media
Are your employees living in a cave? They understand social just fine
They just need to understand how YOU want them to play in social

16. Obstacles and Barriers
We are a service company and don’t sell anything on the web
Facebook itself creates confusion when they update services without
communicating
We can’t get approval to move a desk or have a company picnic
Your problem isn’t social, it’s your company
We can’t afford to spend the money, no budget
Is this the answer when a crisis hits? We didn’t have the budget?
Take the pie you already have and share it with all marketing channels

17. Infrastructure

18. Get to a Hub and Spoke model now
Move from fragmentation and decentralization to coordination
where business units can deploy own their own.
18

19. Infrastructure
You need to be where your customers are
Set your structure accordingly
Do not reinvent the wheel. Use the marketing structure that WORKS
Get there with the best, don’t put your B team on it
Set it and forget it? Yes with your workflow, review and approval process

20. NATIONAL BRANDS (TOP 25)
TOTAL FANS 77,000,000 Fans
ACTIVE FANS 169,000 Fans
LOCAL RESTAURANTS (150)
TOTAL FANS 67,000 Fans
ACTIVE FANS 6,831 Fans

21. Ownership
Early social adopters in enterprise organizations, circa 2010

22. Ownership
So who owns social? Marketing? IT? PR? Customer Service?
Enterprises need to integrate social into Marketing and PR
Outsource or not? Get your best people on it
Trend we see is large enterprises consulting for strategy and development
Insourcing tools to socialize, control workflow and scale

23. ROI is real and here
Measure the right things
Have you saved a customer
Are your employees enabled
Are your customers impressed
Has your productivity increased
Leads to conversions
Direct>Correlated>Relative>Proxy
http://www.ignitesocialmedia.com/social-media-measurement/social-media-roi-revisited-4-ways-to-measure/

24. Dell certifies social employees who are trained and awarded certificates so they
can participate in the company's social media
http://www.thehindubusinessline.com/industry-and-economy/info-
tech/article2433326.ece
Brands that have been punkd
http://www.web-strategist.com/blog/2008/05/02/a-chonology-of-brands-that-
got-punkd-by-social-media
Social + IT= FAIL Gartner predicts 70 per cent of IT–dominated social media
initiatives will fail by 2012
http://technologyspectator.com.au/emerging-tech/cloud-computing/all-aboard-
enterprise-social-media
Social Business Readiness: How Advanced Companies Prepare Internally
http://www.slideshare.net/jeremiah_owyang/social-readiness-how-advanced-
companies-prepare

25. Demonstrate Success
Empower Centralize Localize