Spredfast_Study_Guide Social ++++++++++++

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Introduction 3

Enhance Listening 4

Balance Organization and Governance 6

Execute Complex Orchestration 8

Optimize Measurement 10

Create, Curate, and Converse 12

Boost Segmentation and Targeting 14

Expand Quality Engagement 16

Synthesize Paid, Owned, and Earned 18


3/20Back To 3 | Spredfast Study Guide Introduction

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4/20 4 | Spredfast Study Guide Section 1: Social Listening Back To

The average social enterprise generates 20,000 daily interactions across more than 50 social accounts, involving

29 employees. Many still try to manage this volume using native sites, freemium tools, email and Excel, with less

than satisfactory results. Savvy brands use Spredfast, making it easy to identify important conversations, ensure

that the right people respond, and track contextual information about social interactions.

Monitor Important ConversationsYou can configure streams to monitor all major networksFacebook, Twitter, LinkedIn, Google+, YouTube, blogs,

Bazaarvoice, Slideshare, Foursquare, Flickr, Bing, and RSS at a department, group, or individual level.

Enlist Entire TeamsSpredfast ensures you wont miss important conversations. Its easy to identify and assign activity to the rightteam or individual. And you can rely on threaded views for full context, across all message types and networks.

Understand Your AudienceEvery post includes insight about its authorincluding things like audience size, aggregate social activity, KloutTM

score, interactions with your brand, and more. You can use this context to respond authentically.

Analyze and ArchiveWith Spredfast, you can analyze activity to learn what your fans and followers are taking about. You can also

store or export activity and audit logs to your corporate archives and retention system.

Spredfast minimizes the social noise, so you can focus onthe conversations that matter most to your business.


5/20 5 | Spredfast Study Guide Section 1: Social Listening Back To

Jasons Deli listens for direct brand mentions (@jasonsdeli) as well as indirect mentions (#jasonsdeli, jasons

deli) and responds to positive, negative, and neutral comments. By listening proactively, Jasons Deli is able to:

Dont let insight come at the expense of action. Share-of-voice and sentiment analysis are useful information, but onlywhen youre armed with tools to act upon those insights.

There is no need to replace existing listening tools. Spredfast simply integrates with your listening solution, giving you

complementary analysis and a way to improve reach, engagement, and results.

SocIAl lISTenInG SucceSS SToryJASonS DelI

THe BIG PIcTure

Address a

NegativeCustomerExperience

Influence aCustomersPurchaseDecision

Answer aCustomerInquiry

For more ideas on social listening, refer to The Social Business Textbook - Chapter 1.
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6/20 6 | Spredfast Study GuideSection 2: Organization and Governance Back To

Social affects every part of the business, making oversight and organization vitally important. Yet, its impossible

to govern social through traditional means. Its also difficult to make sure that business goals define strategy

more than governance policy. Smart brands address these challenges by using Spredfast to define business goals,

empower contributors, protect brand integrity, promote best practices, and assign access and permissions.

Adapt to Any Organization

Make Groups Self-Sufficient

Manage Complex User Permissions

Enforce Corporate Policies

Spredfast helps you achieve social success without changingyour organizational structure or sacrificing control.

Adapt to Any Organization

Make Groups Self-Sufficient

Manage Complex User Permissions

Enforce Corporate Policies

Spredfast manages all groups and social accounts in a single platform, regardless of size or structure (geography,

brand, product, department).

Each part of your organization can govern its own social programs and accounts. Different groups can set their

own user roles, permissions, and group-specific business goals or KPIs.

All of your social contributors and participants have fine-grained access levels and permissions that let them

engage on the right social accounts. Your organization can also utilize single sign-on (SSO).

Spredfast can help you enforce important social policies (dos and donts) by distributing pre-approved content

and/or automating approval processes and engagement strategies.


7/20 7 | Spredfast Study Guide Section 2: Organization and Governance Back To

There is no one right way to organize your social presence. A few common configurations include organizing

by business unit, geographical location, or product offering.

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The social landscape changes at a ridiculous pace and those changes often affect corporate policies. However, there isno need to upend your social organizations structure to adapt to changing social policies.

Spredfast can be configured to fit your unique organization. Plus, its nimble enough to keep up with social media trends

and the evolving needs of your business.

For more ideas on Organization and Governance, refer to The Social Business Textbook - Chapter 2.

orGAnIZATIon & GoVernAnce SucceSS STory AArP/AT&T/uSA ToDAy

THe BIG PIcTure
http://info.spredfast.com/Website_Textbook.htmlhttp://info.spredfast.com/Website_Textbook.html


8/20 8 | Spredfast Study GuideSection 3: Orchestration Back To

As more and more groups and contributors participate in social, its easy to get buried in email threads and

spreadsheets. This approach wastes time and money, and makes it hard to focus on the bigger picture. Many

successful social brands use Spredfast to automate approval paths, implement workflow and assignment rules,

centralize content distribution, and manage conversation moderation.

Spredfast helps you collaborate efficiently and effectively sothat workflow and approvals dont hinder your social success.

Distribute Approved Content

Automate Detailed Workflows

Accelerate Critical Approvals

Moderate Important Conversations

Social contributors access a central repository of approved content and messaging. This makes it easier for your

team to maintain the right publishing cadence and greatly facilitates quality engagement.

Spredfast replaces long email threads with system notifications and workflow automation, simplifying collaborationbetween cross-functional teams as well as large groups.

Flexible approval paths help you maintain the right level of oversightwithout hindering your ability to respond

to sensitive and important conversations.

Its easy to identify important conversations and respond quickly, by automating escalation paths and audit

trails for all types of social conversations.


9/20 9 | Spredfast Study GuideSection 3: Orchestration Back To

In addition to maintaining globally managed presences on Facebook, Twitter, and Pinterest (among other social

networks), Whole Foods enables over 2,500 employees at its 340+ stores to provide relevant, local, and timely content

to their communities. This allows each region to share its own local flavor while preserving brand integrity.

Automation isnt simple. True orchestration gets really complex really fast. Be prepared to address all kinds of socialengagement reactive vs. proactive, brand vs. revenue marketing, and more.

Dont let your team be handicapped by old-school approaches to managing approvals, workflow, and collaboration.

Spredfast can help you keep up with the breadth, scope, and pace that quality social engagement demands.

For more ideas on Orchestration, refer to The Social Business Textbook - Chapter 3.

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10/20 10 | Spredfast Study Guide Section 4: Measurement Back To

To measure campaign performance, the average social team combs through dozens of spreadsheets and reports

from the social networks. This often leads to information overload and losing sight of what drives results. Many

social brands use Spredfast to understand their audiences, measure quality engagement, define and track social

conversions, and calculate return on engagement (ROE).

Compare Channels and Campaigns

Analyze Performance and Trends

Define and Track Results

Identify Top Performers

Spredfast helps you measure performance and understandwhat drives results throughout your social programs.

Spredfast makes it simple to aggregate and analyze audience, activity, and engagement across all platforms and

all social accounts. Dashboards compare things like accounts, campaigns, departments, regions, and brands.

Spredfast filters through mountains of data allowing you to monitor performance and identify trends. You can start

with high-level KPIs, drill into detailed post metrics, and filter against customized reporting periods.

You can leverage Google Analytics or Omniture link tags and goals to track conversions and measure results. You can

also calculate the return of social campaigns by attributing dollars to the engagement types that you value most.

Dashboards deliver insights that help you understand your best content types, most effective contributors, top-

performing campaigns, and the times of day that yield the best engagement.


11/20 11 | Spredfast Study Guide Section 4: Measurement Back To

One of the opportunities and challenges about social business, is the sheer volume of data that can be collected

and analyzed. AT&T manages this data overload by focusing on a channel-specific ultimate metric. Learn more

about how AT&T uses data to drive strategy by viewing our Social Prep School Webinar.

Too much of the wrong information can eliminate actual learning. Dont let your organization get overwhelmed byporing over detailed spreadsheets and trying to make sense of different social network reports.

Spredfast frees you and your team from analysis paralysis by making it easy to understand what drives performance

across social networks, accounts, teams, content, and campaigns.

For more ideas on Measurement, refer to The Social Business Textbook - Chapter 4.

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12/20 12 | Spredfast Study GuideSection 5: Social Content Back To

Social media creates new content challenges and opportunities, as brands try to maximize engagement across a

diverse and ever-evolving social landscape. Whereas other media are geared around driving impressions, social

media content aims to inspire conversations. Smart social brands use Spredfast to plan effective social campaigns,

curate and amplify engaging content, and understand which content performs best for their business.

Spredfast shows you which content drives engagement and makes it easyto create, curate, and participate in the conversations that deliver results.

Curate External Content

Keep teams on brand

Amplify Top Performers

Compare Message PerformanceSpredfast delivers key insight about the content that engages your audience most, so you can plan effectively and

optimize future campaigns. You can measure engagement using content labels, Bit.ly and custom link shorteners.

You can highlight and share important conversations and top-performing content with distributed teams. Thisinsight can help you maximize engagement throughout your organization and expand your reach.

Spredfast identifies conversations about your brand or industry, and makes it easy for your teams to respond and

interact. Joining conversations started by others is a great way to grow your audience and attract engagement.

A customizable content library lets you publish approved assets to distributed teams. You can also establish

standard responses to common questions and ensure the right people participate in important conversations.


13/20 13 | Spredfast Study GuideSection 5: Social Content Back To

The CW Television Network is home to shows like 90210, Gossip Girl, and The Vampire Diaries. Their social presences are

tailored to the style and audience of each show, and they create and curate great content and converse with their fans.

Theres no one-size fits all in the social content game. The most effective content can come from anywhere (inside oroutside the organization) and any format (in 140 characters or rich media). Be sure your content strategy lets you create,

curate, and respond to all kinds of great content.

Spredfast helps you manage complexity and understand which content inspires quality social engagement. You can use

these powerful insights to develop comprehensive social content strategies.

For more ideas on Content, refer to The Social Business Textbook - Chapter 5.

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14/20 14 | Spredfast Study Guide Section 6: Segmentation and Targeting Back To

Social networks allow brands to understand, segment, and target their social audience using an unprecedented

amount of demographic, psychographic, and behavioral criteria. Yet, busy social teams struggle to capitalize on

this opportunity. Smart brands use Spredfast to study audience characteristics, embrace network targeting tools,

and optimize engagement strategies for their most important market segments.

Spredfast makes it easy to segment your audience and publish targetedcontent to drive quality engagement across all major social networks.

Study Your Audience

Define Target Segments

Embrace Network Targeting

Optimize Messages for Key Segments

Spredfast lets you to study your audience across all accounts to identify your most active and valuable segments. You

can analyze detailed demographics such as relationship status, education level, professional industry, and more.

By leveraging audience insights, you can build and save target profiles and reuse them for a variety of campaignsover time. These predefined profiles make targeting more accessible to larger groups of social contributors.

Network targeting capabilities can be used for more than just paid promotions. You can use Spredfast to publish

targeted messages from a consolidated interface, and measure their performance across campaigns.

By combining audience insight with social performance data, you can continuously improve your social campaigns

and optimize messages for those segments that truly drive business results.


15/20 15 | Spredfast Study Guide Section 6: Segmentation and Targeting Back To

With 18,000 retail stores in 60 countries, Starbucks customers are as diverse as the iconic coffee chains handcrafted

beverages. In addition to segmenting social presences by consumer interests (Starbucks Frappuccino has over 10M fans

on Facebook and 27K Twitter followers), Starbucks also segments audiences and utilizes message level targeting by:

Effective segmentation and targeting are key to success in marketing and customer loyalty programs. Social medialeverages these concepts more than any other channel-be sure your team capitalizes on the resulting opportunities.

By centralizing and simplifying audience analysis, segmentation, and targeting, Spredfast gives you the insight you

need to execute sophisticated campaigns that drive quality engagement and business results.

For more ideas on Segmentation and Targeting, refer to The Social Business Textbook - Chapter 6.

SeGMenTATIon & TArGeTInG SucceSS STory STArBuckS

THe BIG PIcTure

Location Language


16/20 16 | Spredfast Study GuideSection 7: Engagement Back To

Social media is the only marketing channel that allows brands to listen to and interact directly with massive numbers of

customers, prospects, and community influencers. The average social team struggles to maintain a consistent publishing

cadence, and many teams dont have the bandwidth to respond to comments and questions. Spredfast keeps social

brands at the top of their game by executing more effective and efficient engagement strategies.

Spredfast gives you a powerful way to initiate and respond to qualityconversations that attract and engage the right audience for your business

Enlist More Contributors

Plan Ahead

Interact Consistently

Embrace Sharing and Reciprocity

Spredfast helps you deploy more social contributors without losing control of your brand or engagement strategies.

You can ensure that the right people initiate and respond to conversations across all social networks and accounts.

Using a central calendar creates visibility and allows you to plan campaigns days, weeks, or even months in advance.This helps you maintain the right content mix and frees up resources to participate in real-time conversations.

Spredfast helps you balance meatier social campaigns with lightweight interactions to maintain a consistent interaction

cadence. This empowers you to serve a more diverse mix of interests and content preferences across your target audience

You can structure your organization to maintain the right balance of proactive and reactive engagement. Spredfast

helps you maximize reach and word-of-mouth by optimizing your mix of sharable content and real-time responses.


17/20 17 | Spredfast Study GuideSection 7: Engagement Back To

As a member-owned co-op, REI knows a thing or two about building community. Committed to providing gear,

guidance, and inspiration to get outdoors, REI does a great job of providing all of the above via social channels.

An effective social strategy addresses audience preferences with the right content mix and allows for both proactiveand reactive engagement. Be sure your team has the support it needs to engage a diverse audience.

Social engagement doesnt need to be a shot in the dark. Spredfast helps you and your team to understand audience

preferences more clearly, so you can maximize quality engagement across all social channels.

For more ideas on Engagement, refer to The Social Business Textbook - Chapter 7.

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18/20 18 | Spredfast Study Guide Section 8: Paid - Owned and Earned Back To

Social marketing efforts are more effective if you combine content on owned media channels with earned audience

interactions and paid advertising options. However, most social teams manage owned content, earned media,

and advertising decisions separately. Successful social brands use Spredfast to let owned and earned content

performance direct their paid strategy in order to maximize social results.

Spredfast helps you synthesize paid, earned, and owned contentto drive engagement, conversion, and business results.

Amplify Effective Content

Harness Earned Media

Balance Owned, Earned & Paid

Optimize Paid Promotion

Spredfast makes it easy to understand which content drives quality engagement and lets you amplify it across all

of your social accounts. By removing the guesswork, you can use clear insights to expand reach and engagement.

You can monitor earned engagement to learn when your audience initiates important conversations and responds to

owned content. Spredfast streamlines your teams ability repurpose earned media to amplify reach and engagement.

Spredfast allows you to compare the performance of owned, earned, and paid content across all social networks

and accounts. You can use this insight to continuously improve content and engagement strategies.

Armed with insight about high performing social content, you can make more informed decisions about paid

social promotions on Facebook, Twitter, LinkedIn and Google+.


19/20 19 | Spredfast Study Guide Section 8: Paid - Owned and Earned Back To

Rackspace Hosting combines paid, owned, and earned elements to connect with users and fans. By sharing great

owned content, amplifying positive earned media, and using paid options on social channels, Rackspace increases

brand awareness, builds brand loyalty, and drives conversion.

Dont make decisions about which posts to amplify and promote in a vacuum. For better results, make sure you andyour team leverage actual social performance insight to inform your paid promotion programs.

Spredfast provides actionable insight about your audience, content, and engagement. This knowledge can help you and

your team understand how to optimize paid promotions on Facebook, Twitter, LinkedIn, and Google+.

For more ideas on Paid - Owned and Earned, refer to The Social Business Textbook - Chapter 8.

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www.spredfast.com | [email protected]
http://www.spredfast.com/mailto:info%40spredfast.com?subject=I%20Want%20To%20Learn%20Moremailto:info%40spredfast.com?subject=I%20want%20to%20know%20more%20about%20Spredfast.mailto:info%40spredfast.com?subject=I%20want%20to%20know%20more%20about%20Spredfast.mailto:info%40spredfast.com?subject=I%20Want%20To%20Learn%20Morehttp://www.spredfast.com/

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