BlogWell New York Social Media Case Study: Walmart, presented by Umang Shah

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:

[email protected]

@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.

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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?

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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