blogwell new york social media case study: walmart, presented by umang shah
TRANSCRIPT
Umang Shah
Data-Driven Social Media: Leveraging Data to Deliver a Human Social Strategy
for Global Enterprise
This video is from
BlogWellSan FranciscoJune 20, 2011
socialmedia.org/blogwell
SocialMedia.orgCase Studies
This presentation is from
BlogWellNew York
April 17, 2013socialmedia.org/blogwell
UMANG SHAHDIRECTOR, SOCIAL STRATEGY WALMART
Data-Driven Social Media:Leveraging data to deliver a human social strategy for global enterprise.
Tuesday, April 30, 13
For more information:
@umang_shah
#SMData
Event Hashtag
#BlogWell
engage
Tuesday, April 30, 13
About Me
Director, Social Strategy - WalmartFormerly Social Strategist, MicrosoftXerox, VMWare, Harris Interactive
Work in Walmart Corporate AffairsReputation Management - “Live Better”
Created the Walmart DNC
TechnologistOff-Road TriathleteDog Person
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About Walmart
2.2 Number people who work for Walmart globally, in Millions.
5
$420+ Annual Sales in Billions.
More than 2/3 of the US population lives within 5 mi of a Walmart store.
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2
About Live Better
2,450 Number of truckloads of supplies delivered to Katrina victims before the government or Red Cross could help.
11.8 Millions of metric tons of Carbon Dioxide prevented from entering our atmosphere by Walmart sustainability.
Billions of dollars Walmart has committed to ending hunger.
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Manage
Our Mission
Protect
Our mission is to protect, manage and improve Walmart’s reputation.
Improve
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The Role of Social Media Give Walmart ears - and a voice.
Stop letting the media control the relationships - and the conversations.
Develop the ability to respond in real time.
Use Walmart Owned Media to understand, analyze, participate in, and guide the dialogue on a direct, 1:1 basis.
Change Hearts and Minds.
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The Situation
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Challenges Popular Stereotype.
What Walmart actually is.
Public Relations Mindset.
Technical Implementation Challenges.
Internal perceptions / past experiences.
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The Solution
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Use empirical data to guide human engagement.
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Key elements of a data-driven enterprise social strategy:
StHuTe Cu
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Key elements of a data-driven enterprise social strategy:
Strategic Elements:
• Discovery
• Risk Assessment
• Engagement
Human Elements:
• Cross-Functional Team
• Influence
• Data Analysis
Technology Elements:
• Monitoring / Research
• Content Optimization
• Analytics
Cultural Elements:
• Collaborative Planning
• Team Execution
• Command Center
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Building The Walmart Team
Specialist Generalist>Tuesday, April 30, 13
Distribution Strategy
• “Winning Wins.”
• Content from each handle reposted based on performance.
• Empirical judgement of Content Quality (not opinion)
@WalmartHub
@WalmartGreen
@WalmartAction
@WalmartGiving
@WalmartHealthy
@Walmart
WWW
Marketing Voice
@WalmartNewsroom
Creating the Strategy
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Real TimeExecution
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Real Time Content • Walmart produced and published content on a real time, multichannel basis for several key initiatives.
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Optimization
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Influencer Research
• Top 50 influencers were identified, and engaged directly.
Creating the Strategy
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Amplification
• Content syndication based on past performance data.
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Real Time Reporting + Research
• Over 200 ongoing, specific queries plus situational queries
• Real time research requests
• In-depth “infographic reporting” 3-5X per week, per handle.
• Traditional and online media
• Informs online as well as offline response and content creation.
Tuesday, April 30, 13
Monitoring
• Unique query construction for each handle, with ongoing optimization
• Situational monitoring for known and emerging real time issues
• In addition to brand level monitoring, coordinated localized monitoring efforts at the state level (50 total).
• Content and response recommendations routed individually to team member subject matter experts
• Approved content is optimized based on audience activity for content that is not time sensitive.
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Real Time Alerts12 hours a day, M-Su
Real time alerts, insights and recommendations, as it happens
Delivered to each individual subject matter expert
Real time crisis response
All reporting, content planning, governance, approvals and crisis
response team activation available via mobile app
Sample alert:
Pitbull: Internet Rallies to Send Pitbull to the Most Remote Walmart in America - http://gawker.com/5922523/internet-rallies-to-send-pitbull-to-the-most-remote-walmart-in-america
Snapshot: Something Awful goons David Thorpe and Jon Hendren have come up with what is quite possibly their most uproarious troll to date: With the help of fellow Internet funmakers, the shenaniganeers have devised a foolproof plan to send hip hop artist-cum-shilling machine Pitbull to a Walmart on "the frozen Alaskan island of Kodiak."
Volume: High | 1,948 Total Mentions (76% Twitter) Sentiment: Neutral (57%)Why This Alert Was Sent: New Story, Intensity, Threat PotentialWalmart Action Items: Send to appropriate team memberRaidious Action Items: Monitor
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Questions?
Tuesday, April 30, 13
Learn more about past and upcoming BlogWells
socialmedia.org/blogwell
This video is from
BlogWellSan FranciscoJune 20, 2011
socialmedia.org/blogwell
SocialMedia.orgCase Studies
This presentation is from
BlogWellNew York
April 17, 2013socialmedia.org/blogwell