From Strategy to Engagement: How Omaha Steaks is Riding the Social Media Wave In 2011, after having invested hundreds of thousands dollars, return on investment will determine the success of campaigns. How can strategic monitoring become the driver of the new “data-driven” company?

1. RIDING THE SOCIAL MEDIA WAVEOmaha Steaks Cheryl Holtzen Director of Inbound Sales & Consumer Services Jamie Toledo Customer Care Manager Confidential – further distribution or printing of this document is strictly prohibited without permission

2. Omaha Steaks Company Background Omaha Steaks manufactures, markets and distributes a wide variety of premium steaks, red meats and other gourmet foods. These products are custom cut and packaged to serve the needs of our various markets. We are a family business and have been since our founding in 1917.Markets nationwide and overseas include mail order, online, telesales, food service and retail stores Confidential – further distribution or printing of this document is strictly prohibited without permission

3. Omaha Steaks Social MediaCast Beth Weiss PR Director Jamie Toledo Customer Care Manager Todd Simon, Owner Vickie Hagen VP of Marketing Tawny Schatz Improvement Analyst Cheryl Holtzen Director CS & IN Sales Confidential – further distribution or printing of this document is strictly prohibited without permission

4. Social Media Cast Dave Link Social Media Specialist Customer Care Engagement Team

5. Social Media…. In the beginning Once upon a time in a land not so far away, a Company was struggling with how to enter the wondrous world of Social Media. Insert link Confidential – further distribution or printing of this document is strictly prohibited without permission

7. Early 2009 soft launch of FB site

8. June 2009 Customer Care begins engaging

9. August 2009 Customer Care figures out how to really engage

10. September 2009 Omaha Steaks creates an integrated Social Media Strategy

11. October 2009 Customer Care begins using Radian6

12. November 2009 Relaunch FB/launch Company twitter

13. July 2010 Company Blog bring current Confidential – further distribution or printing of this document is strictly prohibited without permission

15. Learn and Understand

16. Create a Cross-functional team

17. Integrated Social Media Strategy

18. Process Owner and Responsible Parties

19. Agency Partner

20. Communicate Clear Goals and Objectives

21. Execute

23. Conversation Starters

26. Service

28. Find key influencers

29. Analyze the conversationPR – Social Media Process Owner Agency Customer Care Marketing/Brands Marketing/Brands

31. Gifts

32. SteaksSometimes we make mistakes… Majority of buzz has been positive

33. Customer Service is Customer Service regardless of where it’s being provided

34. Gained understanding that we can’t control this… Omaha Steaks Pays to link it’s product to heart attack…. Confidential – further distribution or printing of this document is strictly prohibited without permission

35. ProfJonathan: Can’t make this up: the @cnnbrk e-mail re:Cheney’s chest pains had ad for OmahaSteaks. Can’t Control This… mitasein: RT @ByronBeck: "Former VP Cheney hospitalized after experiencing chest pains." Now comes best part. @CNN News Bulletin included ad for OmahaSteaks pdxstaffing: @ByronBeck RE: omahasteaks add -- too funny. wrong. but funny! Confidential – further distribution or printing of this document is strictly prohibited without permission

36. Lady Gaga…At it Again Began March 21st @badbanana: Lady Gaga's birthday is Sunday. I sent her a box of omaha steaks thinking she could make an outfit out of them.

37. Omaha Steaks September 14th The singer collected eight awards while wearing the Franc Fernandez-designed outfit, complete with boots, purse and a hat made from cuts of beef

38. Omaha Steaks Joins Celebrity Apprentice The “Crazy Good” Season Starring…..

39. Apprentice Overview and Influencers

40. Celebrity Apprentice and Omaha Steaks

42. Tips on when to engage… And keep your Company from being fined and your employees from being fired…

43. Engagement Guidelines Source: http://www.slideshare.net/maniactive/social-media-response-flow-chart

44. FTC Compliance Know the Do’s and Don’ts of the Law Document policies and procedures regarding the Social Media conduct of employees, bloggers, etc. Monitor the activities of employees and bloggers Document violations and disciplinary actions Keep records Confidential – further distribution or printing of this document is strictly prohibited without permission

45. FTC Guidelines Example : A college student who has earned a reputation as a video game expert maintains a personal weblog or “blog” where he posts entries about his gaming experiences. Readers of his blog frequently seek his opinions about video game hardware and software. As it has done in the past, the manufacturer of a newly released video game system sends the student a free copy of the system and asks him to write about it on his blog. He tests the new gaming system and writes a favorable review. Because his review is disseminated via a form of consumer-generated media in which his relationship to the advertiser is not inherently obvious, readers are unlikely to know that he has received the video game system free of charge in exchange for his review of the product, and given the value of the video game system, this fact likely would materially affect the credibility they attach to his endorsement. Accordingly, the blogger should clearly and conspicuously disclose that he received the gaming system free of charge. The manufacturer should advise him at the time it provides the gaming system that this connection should be disclosed, and it should have procedures in place to try to monitor his postings for compliance. http://www.ftc.gov/os/2009/10/091005revisedendorsementguides.pdf Confidential – further distribution or printing of this document is strictly prohibited without permission

46. Employee Compliance Facebook post costs waitress her job Online gripe is like standing on a corner with a sign, lawyer says. A couple came in for lunch and stayed for three hours - forcing her to work an hour past her quitting time. And they left her a tip she thought was pretty measly - $5. Johnson did what most folks who need a good rant do nowadays. When she got home, she went on Facebook. "Thanks for eating at Brixx," she wrote, "you cheap piece of ---- camper.“ …She was called in a day or two later, she says. Her manager showed her a copy of her Facebook comments and told her she was being fired for violating company policy against speaking disparagingly about customers. http://www.charlotteobserver.com/2010/05/17/1440447/facebook-post-costs-waitress-her.html Confidential – further distribution or printing of this document is strictly prohibited without permission

47. Final Thoughts…. Get Started Be Authentic Act/Speak Like a Real Person Allow Your Community To Answer Questions Integrate Social Media as a Service and Consumer Insights Channel Post a High Level Public Response Create Social Media Q & A Confidential – further distribution or printing of this document is strictly prohibited without permission

48. Thank You! Jamie Toledo JamieT@omahasteaks.com @omahasteaksjami Customer Service Manager (402) 597-8356 Cheryl Holtzen Cherylh@omahasteaks.com @omahasteakscher Director of Inbound Sales & Consumer Services Omaha Steaks (402)-597-8320 Confidential – further distribution or printing of this document is strictly prohibited without permission