Smart Social: Walmart’s Chad Mitchell on Influencer Outreach and Employee Advocacy

Walmart logoChad Mitchell is Senior Director of Digital Communications at Walmart.  Positioned within Walmart’s  Corporate Affairs division, he and his team are responsible for managing and supporting all aspects of Walmart’s corporate digital presence, including the corporate website, social media platforms, and email communications both internally to associates and externally to customers.  They are charged with managing and protecting Walmart’s corporate digital reputation, both reactively and through proactive influencer outreach.

Chad recently joined Social: IRL Principal Ben Smith, for Smart Social, an ongoing series of conversations with leaders and innovators in social business.

We’ll be sharing the interview in two instalments. In this first instalment, conversation focuses on challenges and opportunities around influencer outreach and employee advocacy.

Part One: Chad discusses how his team defines, identifies and engages influencers in the social media space, and shares valuable insights on creating meaningful influencer relationships and outcomes.

Part Two: Chad discusses the the challenges and opportunities social media brings to influencer outreach, both in terms of identifying potential influencers and in creating the right content and message for the right audience in the right channel.

Part Three: Chad addresses the need for transparency and authenticity in influencer outreach, and to understand the scrutiny a brand such as Walmart is under with today’s outreach initiatives being conducted in full public view online.

Part Four: The conversation moves from influencer engagement to employee advocacy and Chad discusses the tremendous value of employee brand advocacy and steps Walmart is embarking on to engage, activate and empower their associates to fill this valuable yet largely untapped role.

Part Five: In concluding this first instalment of the interview, Chad discusses identifying and overcoming challenges to effective employee advocacy, from both corporate and associate perspectives.

Continue to Part Two of the interview here.

Smart Social: A Conversation with H&R Block’s Scott Gulbransen

Smart SocialScott Gulbransen is Director of Social Business Strategy at tax giant H&R Block, and is the veteran of 13 tax seasons.

Before H&R Block, Scott helped create the social media platforms at both Applebee’s and TurboTax.

Scott recently joined Social: IRL Principal Ben Smith, and Expion VP of Strategy, Zena Weist, for Smart Social, an ongoing series of conversations with leaders and innovators in social business.

During the conversation, Scott provided valuable insights on some key issues, including empowering employee advocacy, the “local social nugget”, aligning social initiatives with business strategy, marketing with the unexpected, and the role and responsibilities of the company’s social media department within the greater organizational structure.

The interview was conducted via Google Hangout.

Part One: Scott discusses where the social media department is housed within the H&R Block organization, and the role the department plays in “leading and empowering,” rather than controlling social.

Part Two: Scott discusses the “local social nugget” and explains how and why H&R Block are working to empower local offices to tap into the power of social communications.

Part Three: Scott discusses employee advocates and explains why, even in a regulated industry, empowering employees to speak about your brand in the right way is not only powerful advocacy, but is actually safer for the brand.

Part Four: Scott discusses the”Stache Act” – a marketing campaign that earned H&R Block a great deal of attention and acclaim. Scott explains that while the campaign was about having fun and playing on the unexpected, the key to its success revolved around “making a business case and having real business reasons for what you want to do” and ensuring social was aligned with the greater business strategy.

Part Five: Scott answers the question, “During your time at H&R Block, what are you most proud of?” His answer is not what you might initially expect, shifting focus from the ‘Stache Act and other high profile successes, to strategy and team members.

Part Six: We conclude the interview by focussing back on the “Smart Social” theme, and Scott explains what “smart social” means to him.