How do you build a social culture? I dive into some ideas and tactics from my time at Comcast, Google and Nordstrom.

1. BUILDING A
SOCIAL
CULTURE
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@ShaunaCausey 2012

3. Social Culture:
What we’ll talk about.
- What is “it” about culture?
- Foundational elements
- The social company journey
- Tactical execution ideas
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@ShaunaCausey

4. All about perks?
Well...they are buzzworthy
(and fun).
@ShaunaCausey
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5. Bring
Your
Dog To
Work
Days
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6. Massage Chairs

7. Dog Bus.

8. Shoe &
Clothing
Discount...

9. Private travel.

10. Perks don’t create a
culture...people do.
"The way management treats
their associates is exactly how
the associates will then treat
the customers.” --
Sam M. Walton, Wal-Mart
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11. Let’s look at why people leave...
1. The job/workplace not as expected
2. Not a good fit
3. Too little coaching/feedback
4. Too few advancement opportunities
5. Devalued and unrecognized
6. Stress from overwork
7. Loss of trust/confidence in senior leaders
Leigh Brahnam "The 7 Hidden Reasons Employees Leave"

12. Who runs the company?
Inverted pyramid management style

13. Social Culture, The Foundation
We need a YES on these:
• Do you have a willingness to break down old silos?
• Does social have a leadership position within the
company?
– A seat at the table for company decisions
• Are you comfortable being open with company
information?
• Is the company open to negativity?
– learning from “You’re the worst because _______” comments
• Do you have a creative streak?

14. Becoming a social
company is a
journey.
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15. The Social Journey:
Step By Step Progression
Stage 4
Stage 3 Real Results
Stage 2 Opera4onalizing
Stage 1 Dabbling in Silos • Central team s4ll exists,
Tradi4onal • Empowered team run but more work pushed
• Mavericks break by a proven leader to business units
• Func4ons are through, but s4ll no • Focusing the channels, • Channels yielding
disconnected – in silos formal teams in place edi4ng to amplify impacPul results
• Marke4ng only through • Lots of dabbling in • Listening yields • Employees engaged and
tradi4onal channels social channels implica4ons, but crisis competent
• Customer support • Monitoring causes confusion • Rigor in dashboards is
delivered through conversa4ons in silos • Focused effort on moving execu4ve
tradi4onal channels • Fractured tools, but training and educa4on numbers
• Ambivalent to online prolifera4ng • Baseline framework for • Systems and tools are
conversa4ons about the • Advocate engagement metrics op4mized
brand in pockets • Tools consolida4on • Execs are bought in
• Social not on execu4ve • Lots of customer data
radar with no connec4on

16. The Destination: The Fully Engaged Enterprise
Business Outcomes Organizational Impact Customer Evidence
• Bring products and • Breakthrough business • “I trust you”
services to market more results – increased • “I recommend you”
quickly, with built-in revenue and loyalty • “I feel valued and
demand. • Entire employee base heard”
• Manage risk and has 360 view of the • “You anticipate my
fiduciary responsibilities customer, can needs”
better, despite the anticipate needs • “That was my idea”
uncertain times • Customer engagement • “You get me”
• Differentiate on is part of the company • “You don’t make me
something other than DNA guess”
price • Brand dashboard ties to • “I would never buy
• Get and retain the best revenue a competitor’s
talent • Ideal mix of brand products”
• Have more efficient advocates (breadth and • “My life/family/
research, development, depth) hobby is better
marketing and support • Senior executives are because of you”
operations leading with customer
engagement
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17. Tactical Winners.
17 @ShaunaCausey

18. Simple stuff: learnings from
Nordstrom Comcast
• Stop blocking social networks at work
54% of companies block social sites according to DigitalMediaWire
• Don’t be thrifty when it comes to tech: buy tech,
devices, gadgets and encourage use
• A flex schedule can work for social/digital media teams

19. Brainstorm/whiteboard/ideate regularly
Regularly schedule brainstorm sessions with social
media team and other internal and external teams

20. Great book for
team
brainstorming
ideas

21. How we used brainstorming
Problem solving
Creating online and offline traditions
Celebrating holidays and big moments online

22. Enabling Internal Social Convos
• Internal Social TOOLS:
• Yammer, Sharepoint, Jive

23. Hackathons Co-Creation
• Open source ideas internally: encourage
employees from all teams to provide ideas

24. Sharing Learnings Internally
• Progress reports
• Campaign updates
• Monthly scorecard
• Brown bag lunch sessions
• Trainings and video calls
• Conferences

25. SOCIAL MEDIA Brand Scorecard [EXAMPLE]
Overall Highlights:
• Total engagement up 132% month over month and 1202% year over year.
• Online demand from social channels highest month ever at $900K.
• Launched first ever “send a gi_ hint” experience on Facebook and Twiaer.
• Tested a 30% off voucher on Facebook for May. 1th resul4ng in a 61% increase in conversa4on.
• Trained four addi4onal call center reps for customer service support on our social communi4es during off‐hours for a total of six social support contacts.
Social Media Amplifica=on
Nov. % MOM % YOY
Engagement* 239,610 189% 1202%
Engaged Users† 372,934 438% ‐
Product Shares on FB 48,306 14% ‐
Product Impressions 120,840,132 ‐36% ‐
Content Impressions 222,192,758 198% 1137%
Total Engagements 287,916 132%
Total Impressions 343,032,890 29%
Total Social Media Community Size
PlaJorm 1st Circle* 2nd Circle † 1st Circle* 2nd Circle† Loca=ons
Twiaer 165,341 4,464,207 50,443 1,361,961 19,503
Facebook 1,367,118 285,412,911 281,220 65,949,917 115,357
TOTAL 1,532,459 289,877,118 331,663 67,311,878 134,860
Sources: Facebook, Twiaer and blogs.
Business Outcomes Community Size YOY
1,864,122
Month Traffic (K) AOS Demand (K)
Jan 212.7 $88 $120.2
Feb 224.9 $205 $524.9
March 209.5 $177 $230.0
April 336.5 $155 $517.0 373,902
May 289.3 $152 $500.5
June 325.0 $153 $800.6 Nov 2010 Nov2011

26. Executive Dashboard Example
Top Issue Areas by Volume
Channel Volume Reach
Brand A
534 influencer news 267,000
stories readers
▲ 5.3% ▲ 5.3%
1,272 social 165,360
media posts readers
▲ 11.6% ▲ 11.6%
517,660
3,982 followers
users
▲ 4.9%
▲ 4.9% Key Findings and Insights
• Brand A‐related social media posts increased
by 11.6%, signifying greater overall presence
and relevance in social media sphere
Brand A Social Media Reports of Brand A • Healthcare reform issues received greatest
Twiaer protest
Summit; Americans for dona4ons to ALEC, amount of media aaen4on – con4nuing an
against TPP
Tax Reform takes American Ac4on Network, upward trend.
agreement1 lobbyists.3
$140,000 from Brand A2 • IPAB‐related news received large increase in
aaen4on, due to upcoming legisla4ve baale
• Social media volume spiked when Brand A was
4ed in with various causes with high public
aaen4on (i.e., TPP, dona4ons, lobbying)
– By engaging ci4zens on issues with a Brand A‐
favorable public opinion, Brand A can increase
share of volume and influence in conversa4on
• Twiaer and mainstream media were
responsible for a majority of Brand A‐related
news sharing in February.
EXAMPLE VIA @CHUCKHEMANN

27. Questions?
ShaunaCausey@gmail.com
Facebook.com/ShaunaCausey