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1. WHAT IS SOCIAL MEDIA?2. WHY SHOULD I CARE?3. WHAT CAN WE DO?
WHO ARE YOU?
THE OVERWHELMED
YOU’RE NOT ALONE
1. WHAT IS SOCIAL MEDIA?2. WHY SHOULD I CARE?3. WHAT CAN WE DO?
http://www.youtube.com/watch?v=fpMZbT1tx2o
1. WHAT IS SOCIAL MEDIA?2. WHY SHOULD I CARE?3. WHAT CAN WE DO?
SOCIAL MEDIA IS BIG(and growing)
A Few Key Takeaways
YOUR CUSTOMERS ARE THERE
A Few Key Takeaways
SOCIAL MEDIA IS FAST
A Few Key Takeaways
1,000 FANS
A Few Key Takeaways
130 FRIENDS126 FOLLOWERS
= 256,000 IMPRESSIONS
3M VIEWS IN 10 DAYS11+ MILLION TOTAL
(or $400k+ worth of ads)
SOCIAL MEDIA IS UBIQUITOUS
A Few Key Takeaways
“Going forward, [social channels] will be the primary way companies interact with their
customers and future customers. ... Your whole enterprise should care, not just
marketing...when you go across the enterprise and look at the different functions, every one
of them should have a seat at the table.“
Ed Moran, Director of Product Innovation at Deliotte
SOCIAL MEDIA HAS AN ROI
A Few Key Takeaways
VS.
THE LAWS OF ENGAGEMENT
Brand + Time = RevenueThe more time a consumer spends
with your brand and your products, the more likely they are to buy.
#1
Brand + Channels = RevenueThe more channels customers use to interact with us, the more likely they
are to buy. (We need to be wherever they are)
#2
Brand + time + channels = AdvocatesCustomers who spend more time with us become advocates and
influencers. People listen to friends more than they listen to us.
#3
The exponential search factorSocial media has a great influence
on how our sites rank in search results (over 1/3 of traffic comes
from organic search).
#4
WHAT’S YOUR POINT?
1. WHAT IS SOCIAL MEDIA?2. WHY SHOULD I CARE?3. WHAT CAN WE DO?
ACTIVATEENGAGEINTEGRATETALKLISTEN
ACTIVATEENGAGEINTEGRATETALKLISTEN
ACTIVATEENGAGEINTEGRATETALKLISTEN
ACTIVATEENGAGEINTEGRATETALKLISTEN
ACTIVATEENGAGEINTEGRATETALKLISTEN
KEY PLATFORMS (and how to use them)
• Manage a fan page to build a network of “Friends of the Organization”.
• Social Ads to target niche communities for specific campaigns.
• Seed interesting content (video in particular) to increase reach.
• Add a “Like” button to tie the two communities.
• Use hangouts for focus groups, small webinars, and remote meetings.
• Add “+1” buttons to support organic search
• Distribute segmented content to reach new audiences and connect with existing.
• Set up groups to build a community of experts
• Recruit great people
• Become “discoverable” by sharing content as a Subject Matter Expert (and consider a blog)
• Listen in on conversations about your company and industry.
• Become a subject-matter expert to build a reputation and authority.
• Build a network to get news, events, and messages out quickly.
• Serve customers or members.
• Create and distribute content to existing photo and video communities.
• Build branded pages to increase your online presence.
• Build relationships with individuals and groups with shared interests.
Go forth and be social.
BRYAN OWENbfowen@hersheypa.comtwitter.com/bryanowen
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