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Social Media Overview for PA Association Focus Group
Social Media Overview for PA Association Focus Group
1. WHAT IS SOCIAL MEDIA?
2. WHY SHOULD I CARE?
3. WHAT CAN WE DO?
WHO ARE YOU?
Social Media Overview for PA Association Focus Group
Social Media Overview for PA Association Focus Group
THE OVERWHELMED
Social Media Overview for PA Association Focus Group
Social Media Overview for PA Association Focus Group
YOU RE NOT ALONE
1. WHAT IS SOCIAL MEDIA?
2. WHY SHOULD I CARE?
3. WHAT CAN WE DO?
Social Media Overview for PA Association Focus Group
Social Media Overview for PA Association Focus Group
http://www.youtube.com/watch?v=fpMZbT1tx2o
1. WHAT IS SOCIAL MEDIA?
2. WHY SHOULD I CARE?
3. WHAT CAN WE DO?
A Few Key Takeaways




SOCIAL MEDIA IS BIG
     (and growing)
Social Media Overview for PA Association Focus Group
A Few Key Takeaways




YOUR CUSTOMERS ARE THERE
A Few Key Takeaways




SOCIAL MEDIA IS FAST
A Few Key Takeaways


1,000 FANS
130 FRIENDS
126 FOLLOWERS

= 256,000 IMPRESSIONS
Social Media Overview for PA Association Focus Group
3M VIEWS IN 10 DAYS
  11+ MILLION TOTAL
(or $400k+ worth of ads)
A Few Key Takeaways




SOCIAL MEDIA IS   UBIQUITOUS
“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
A Few Key Takeaways




SOCIAL MEDIA HAS AN ROI
VS.
Social Media Overview for PA Association Focus Group
THE LAWS OF ENGAGEMENT
#1
 Brand + Time = Revenue
 The more time a consumer spends
with your brand and your products,
  the more likely they are to buy.
#2
Brand + Channels = Revenue
The more channels customers use to
interact with us, the more likely they
     are to buy. (We need to be
         wherever they are)
#3
Brand + time + channels = Advocates
  Customers who spend more time
   with us become advocates and
 influencers. People listen to friends
     more than they listen to us.
#4
The exponential search factor
Social media has a great influence
  on how our sites rank in search
 results (over 1/3 of traffic comes
       from organic search).
WHAT S YOUR POINT?
1. WHAT IS SOCIAL MEDIA?
2. WHY SHOULD I CARE?
3. WHAT CAN WE DO?
Social Media Overview for PA Association Focus Group
ACTIVATE
ENGAGE
INTEGRATE
TALK
LISTEN
ACTIVATE
ENGAGE
INTEGRATE
TALK
LISTEN
ACTIVATE
ENGAGE
INTEGRATE
TALK
LISTEN
Social Media Overview for PA Association Focus Group
Social Media Overview for PA Association Focus Group
Social Media Overview for PA Association Focus Group
ACTIVATE
ENGAGE
INTEGRATE
TALK
LISTEN
ACTIVATE
ENGAGE
INTEGRATE
TALK
LISTEN
Social Media Overview for PA Association Focus Group
Social Media Overview for PA Association Focus Group
Social Media Overview for PA Association Focus Group
KEY PLATFORMS
(and how to use them)
Social Media Overview for PA Association Focus Group
• 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.
Social Media Overview for PA Association Focus Group
• Add “+1” buttons to support organic
  search
• Use hangouts for focus groups, small
 webinars, and remote meetings.
• Distribute segmented content to reach
 new audiences and connect with
 existing.
Social Media Overview for PA Association Focus Group
• Recruit great people
• Set up groups to build a community of
 experts
• Become “discoverable” by sharing
 content as a Subject Matter Expert (and
 consider a blog)
Social Media Overview for PA Association Focus Group
• 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 OWEN
          bfowen@hersheypa.com
          twitter.com/bryanowen

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Social Media Overview for PA Association Focus Group

  • 3. 1. WHAT IS SOCIAL MEDIA? 2. WHY SHOULD I CARE? 3. WHAT CAN WE DO?
  • 10. YOU RE NOT ALONE
  • 11. 1. WHAT IS SOCIAL MEDIA? 2. WHY SHOULD I CARE? 3. WHAT CAN WE DO?
  • 15. 1. WHAT IS SOCIAL MEDIA? 2. WHY SHOULD I CARE? 3. WHAT CAN WE DO?
  • 16. A Few Key Takeaways SOCIAL MEDIA IS BIG (and growing)
  • 18. A Few Key Takeaways YOUR CUSTOMERS ARE THERE
  • 19. A Few Key Takeaways SOCIAL MEDIA IS FAST
  • 20. A Few Key Takeaways 1,000 FANS 130 FRIENDS 126 FOLLOWERS = 256,000 IMPRESSIONS
  • 22. 3M VIEWS IN 10 DAYS 11+ MILLION TOTAL (or $400k+ worth of ads)
  • 23. A Few Key Takeaways SOCIAL MEDIA IS UBIQUITOUS
  • 24. “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
  • 25. A Few Key Takeaways SOCIAL MEDIA HAS AN ROI
  • 26. VS.
  • 28. THE LAWS OF ENGAGEMENT
  • 29. #1 Brand + Time = Revenue The more time a consumer spends with your brand and your products, the more likely they are to buy.
  • 30. #2 Brand + Channels = Revenue The more channels customers use to interact with us, the more likely they are to buy. (We need to be wherever they are)
  • 31. #3 Brand + time + channels = Advocates Customers who spend more time with us become advocates and influencers. People listen to friends more than they listen to us.
  • 32. #4 The exponential search factor Social media has a great influence on how our sites rank in search results (over 1/3 of traffic comes from organic search).
  • 33. WHAT S YOUR POINT?
  • 34. 1. WHAT IS SOCIAL MEDIA? 2. WHY SHOULD I CARE? 3. WHAT CAN WE DO?
  • 47. KEY PLATFORMS (and how to use them)
  • 49. • 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.
  • 51. • Add “+1” buttons to support organic search • Use hangouts for focus groups, small webinars, and remote meetings. • Distribute segmented content to reach new audiences and connect with existing.
  • 53. • Recruit great people • Set up groups to build a community of experts • Become “discoverable” by sharing content as a Subject Matter Expert (and consider a blog)
  • 55. • 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.
  • 56. • 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.
  • 57. Go forth and be social. BRYAN OWEN bfowen@hersheypa.com twitter.com/bryanowen