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
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).
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