Organizing the chaos
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Organizing the chaos

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Building a successful social media program in a corporate environment.

Building a successful social media program in a corporate environment.

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  • Thanks for coming. Please feel free to take a piece or two of chocolate. Consider it a bribe for your attention and applause at the end. <br />
  • First I&#x2019;ll introduce myself. My name is Bryan Owen and I am the Director of Creative Services and Interactive Marketing for Hershey Entertainment & Resorts. It&#x2019;s a very long title but basically it means I&#x2019;m responsible for the Internal agency that produces most of our marketing campaigns - from Billboards to TV Commercials to Web Sites to Social Media. So I get to hang out with very technical and very creative folks. <br /> <br /> I&#x2019;m here to talk about social media <br /> <br /> <br />
  • I&#x2019;m here to talk about social media. But I&#x2019;m not here to talk about the latest social trends, coolest gadgets or web platforms, or even super successful campaigns (although I&#x2019;ll mention a few), I&#x2019;m here to talk about what I call [slide] <br />
  • The operationalization of social media. I may have made that up, but I think it summarizes the topic. [slide] <br /> <br />
  • Now I know that doesn&#x2019;t sound exciting, but for those of us who work for bigger companies it should be. Because it&#x2019;s essentially the way we activate social media within our companies. It&#x2019;s how we address the million dollar question [slide] <br />
  • We all know that social media has tremendous potential. The fact that it&#x2019;s a fundamental shift in the way we interact with each other and communicate is not debated much anymore. What still lingers, however, is the question of how to leverage all of that to impact our business. How to structure a program where social media can flourish? <br /> <br /> The puzzle gets increasingly complicated as the size and scope of the company grows. <br /> <br /> We certainly have not solved this puzzle, but I&#x2019;m here to share our story of how we&#x2019;ve been putting the pieces together at Hershey-- hopefully some of what we&#x2019;ve learned will be valuable to those of you facing similar challenges. <br /> <br />
  • Before I tell you our story, I&#x2019;ll let you know a bit about our business. Hershey Entertainment & Resorts is a regional tourist destination that operates lots of businesses in Hershey, Pennsylvania-- depending on how you count. These include two Amusements parks (including Hersheypark), 2 hotels and 2 campgrounds, an AHL Hockey team, 3 golf courses, a country club, concert venues, theatres, and numerous restaurants. We employ over 1,500 full time employees and we grow to over 5k during the summer months <br /> <br /> Our businesses have a lot in common. We have common goals and are all focused on delivering amazing and unique family experiences. But they&#x2019;re also distinct (and they should be). All have unique brands and personalities and points of view. Many have different target audiences and even tolerances for risk. Some have different management styles. <br /> <br /> This diversity brings some unique challenges to creating an overall social media program in a company like ours. <br /> <br />
  • Before I tell you our story, I&#x2019;ll let you know a bit about our business. Hershey Entertainment & Resorts is a regional tourist destination that operates lots of businesses in Hershey, Pennsylvania-- depending on how you count. These include two Amusements parks (including Hersheypark), 2 hotels and 2 campgrounds, an AHL Hockey team, 3 golf courses, a country club, concert venues, theatres, and numerous restaurants. We employ over 1,500 full time employees and we grow to over 5k during the summer months <br /> <br /> Our businesses have a lot in common. We have common goals and are all focused on delivering amazing and unique family experiences. But they&#x2019;re also distinct (and they should be). All have unique brands and personalities and points of view. Many have different target audiences and even tolerances for risk. Some have different management styles. <br /> <br /> This diversity brings some unique challenges to creating an overall social media program in a company like ours. <br /> <br />
  • Before I tell you our story, I&#x2019;ll let you know a bit about our business. Hershey Entertainment & Resorts is a regional tourist destination that operates lots of businesses in Hershey, Pennsylvania-- depending on how you count. These include two Amusements parks (including Hersheypark), 2 hotels and 2 campgrounds, an AHL Hockey team, 3 golf courses, a country club, concert venues, theatres, and numerous restaurants. We employ over 1,500 full time employees and we grow to over 5k during the summer months <br /> <br /> Our businesses have a lot in common. We have common goals and are all focused on delivering amazing and unique family experiences. But they&#x2019;re also distinct (and they should be). All have unique brands and personalities and points of view. Many have different target audiences and even tolerances for risk. Some have different management styles. <br /> <br /> This diversity brings some unique challenges to creating an overall social media program in a company like ours. <br /> <br />
  • Before I tell you our story, I&#x2019;ll let you know a bit about our business. Hershey Entertainment & Resorts is a regional tourist destination that operates lots of businesses in Hershey, Pennsylvania-- depending on how you count. These include two Amusements parks (including Hersheypark), 2 hotels and 2 campgrounds, an AHL Hockey team, 3 golf courses, a country club, concert venues, theatres, and numerous restaurants. We employ over 1,500 full time employees and we grow to over 5k during the summer months <br /> <br /> Our businesses have a lot in common. We have common goals and are all focused on delivering amazing and unique family experiences. But they&#x2019;re also distinct (and they should be). All have unique brands and personalities and points of view. Many have different target audiences and even tolerances for risk. Some have different management styles. <br /> <br /> This diversity brings some unique challenges to creating an overall social media program in a company like ours. <br /> <br />
  • Before I tell you our story, I&#x2019;ll let you know a bit about our business. Hershey Entertainment & Resorts is a regional tourist destination that operates lots of businesses in Hershey, Pennsylvania-- depending on how you count. These include two Amusements parks (including Hersheypark), 2 hotels and 2 campgrounds, an AHL Hockey team, 3 golf courses, a country club, concert venues, theatres, and numerous restaurants. We employ over 1,500 full time employees and we grow to over 5k during the summer months <br /> <br /> Our businesses have a lot in common. We have common goals and are all focused on delivering amazing and unique family experiences. But they&#x2019;re also distinct (and they should be). All have unique brands and personalities and points of view. Many have different target audiences and even tolerances for risk. Some have different management styles. <br /> <br /> This diversity brings some unique challenges to creating an overall social media program in a company like ours. <br /> <br />
  • Before I tell you our story, I&#x2019;ll let you know a bit about our business. Hershey Entertainment & Resorts is a regional tourist destination that operates lots of businesses in Hershey, Pennsylvania-- depending on how you count. These include two Amusements parks (including Hersheypark), 2 hotels and 2 campgrounds, an AHL Hockey team, 3 golf courses, a country club, concert venues, theatres, and numerous restaurants. We employ over 1,500 full time employees and we grow to over 5k during the summer months <br /> <br /> Our businesses have a lot in common. We have common goals and are all focused on delivering amazing and unique family experiences. But they&#x2019;re also distinct (and they should be). All have unique brands and personalities and points of view. Many have different target audiences and even tolerances for risk. Some have different management styles. <br /> <br /> This diversity brings some unique challenges to creating an overall social media program in a company like ours. <br /> <br />
  • Before I tell you our story, I&#x2019;ll let you know a bit about our business. Hershey Entertainment & Resorts is a regional tourist destination that operates lots of businesses in Hershey, Pennsylvania-- depending on how you count. These include two Amusements parks (including Hersheypark), 2 hotels and 2 campgrounds, an AHL Hockey team, 3 golf courses, a country club, concert venues, theatres, and numerous restaurants. We employ over 1,500 full time employees and we grow to over 5k during the summer months <br /> <br /> Our businesses have a lot in common. We have common goals and are all focused on delivering amazing and unique family experiences. But they&#x2019;re also distinct (and they should be). All have unique brands and personalities and points of view. Many have different target audiences and even tolerances for risk. Some have different management styles. <br /> <br /> This diversity brings some unique challenges to creating an overall social media program in a company like ours. <br /> <br />
  • Before I tell you our story, I&#x2019;ll let you know a bit about our business. Hershey Entertainment & Resorts is a regional tourist destination that operates lots of businesses in Hershey, Pennsylvania-- depending on how you count. These include two Amusements parks (including Hersheypark), 2 hotels and 2 campgrounds, an AHL Hockey team, 3 golf courses, a country club, concert venues, theatres, and numerous restaurants. We employ over 1,500 full time employees and we grow to over 5k during the summer months <br /> <br /> Our businesses have a lot in common. We have common goals and are all focused on delivering amazing and unique family experiences. But they&#x2019;re also distinct (and they should be). All have unique brands and personalities and points of view. Many have different target audiences and even tolerances for risk. Some have different management styles. <br /> <br /> This diversity brings some unique challenges to creating an overall social media program in a company like ours. <br /> <br />
  • Before I tell you our story, I&#x2019;ll let you know a bit about our business. Hershey Entertainment & Resorts is a regional tourist destination that operates lots of businesses in Hershey, Pennsylvania-- depending on how you count. These include two Amusements parks (including Hersheypark), 2 hotels and 2 campgrounds, an AHL Hockey team, 3 golf courses, a country club, concert venues, theatres, and numerous restaurants. We employ over 1,500 full time employees and we grow to over 5k during the summer months <br /> <br /> Our businesses have a lot in common. We have common goals and are all focused on delivering amazing and unique family experiences. But they&#x2019;re also distinct (and they should be). All have unique brands and personalities and points of view. Many have different target audiences and even tolerances for risk. Some have different management styles. <br /> <br /> This diversity brings some unique challenges to creating an overall social media program in a company like ours. <br /> <br />
  • Before I tell you our story, I&#x2019;ll let you know a bit about our business. Hershey Entertainment & Resorts is a regional tourist destination that operates lots of businesses in Hershey, Pennsylvania-- depending on how you count. These include two Amusements parks (including Hersheypark), 2 hotels and 2 campgrounds, an AHL Hockey team, 3 golf courses, a country club, concert venues, theatres, and numerous restaurants. We employ over 1,500 full time employees and we grow to over 5k during the summer months <br /> <br /> Our businesses have a lot in common. We have common goals and are all focused on delivering amazing and unique family experiences. But they&#x2019;re also distinct (and they should be). All have unique brands and personalities and points of view. Many have different target audiences and even tolerances for risk. Some have different management styles. <br /> <br /> This diversity brings some unique challenges to creating an overall social media program in a company like ours. <br /> <br />
  • Before I tell you our story, I&#x2019;ll let you know a bit about our business. Hershey Entertainment & Resorts is a regional tourist destination that operates lots of businesses in Hershey, Pennsylvania-- depending on how you count. These include two Amusements parks (including Hersheypark), 2 hotels and 2 campgrounds, an AHL Hockey team, 3 golf courses, a country club, concert venues, theatres, and numerous restaurants. We employ over 1,500 full time employees and we grow to over 5k during the summer months <br /> <br /> Our businesses have a lot in common. We have common goals and are all focused on delivering amazing and unique family experiences. But they&#x2019;re also distinct (and they should be). All have unique brands and personalities and points of view. Many have different target audiences and even tolerances for risk. Some have different management styles. <br /> <br /> This diversity brings some unique challenges to creating an overall social media program in a company like ours. <br /> <br />
  • Before I tell you our story, I&#x2019;ll let you know a bit about our business. Hershey Entertainment & Resorts is a regional tourist destination that operates lots of businesses in Hershey, Pennsylvania-- depending on how you count. These include two Amusements parks (including Hersheypark), 2 hotels and 2 campgrounds, an AHL Hockey team, 3 golf courses, a country club, concert venues, theatres, and numerous restaurants. We employ over 1,500 full time employees and we grow to over 5k during the summer months <br /> <br /> Our businesses have a lot in common. We have common goals and are all focused on delivering amazing and unique family experiences. But they&#x2019;re also distinct (and they should be). All have unique brands and personalities and points of view. Many have different target audiences and even tolerances for risk. Some have different management styles. <br /> <br /> This diversity brings some unique challenges to creating an overall social media program in a company like ours. <br /> <br />
  • Before I tell you our story, I&#x2019;ll let you know a bit about our business. Hershey Entertainment & Resorts is a regional tourist destination that operates lots of businesses in Hershey, Pennsylvania-- depending on how you count. These include two Amusements parks (including Hersheypark), 2 hotels and 2 campgrounds, an AHL Hockey team, 3 golf courses, a country club, concert venues, theatres, and numerous restaurants. We employ over 1,500 full time employees and we grow to over 5k during the summer months <br /> <br /> Our businesses have a lot in common. We have common goals and are all focused on delivering amazing and unique family experiences. But they&#x2019;re also distinct (and they should be). All have unique brands and personalities and points of view. Many have different target audiences and even tolerances for risk. Some have different management styles. <br /> <br /> This diversity brings some unique challenges to creating an overall social media program in a company like ours. <br /> <br />
  • Before I tell you our story, I&#x2019;ll let you know a bit about our business. Hershey Entertainment & Resorts is a regional tourist destination that operates lots of businesses in Hershey, Pennsylvania-- depending on how you count. These include two Amusements parks (including Hersheypark), 2 hotels and 2 campgrounds, an AHL Hockey team, 3 golf courses, a country club, concert venues, theatres, and numerous restaurants. We employ over 1,500 full time employees and we grow to over 5k during the summer months <br /> <br /> Our businesses have a lot in common. We have common goals and are all focused on delivering amazing and unique family experiences. But they&#x2019;re also distinct (and they should be). All have unique brands and personalities and points of view. Many have different target audiences and even tolerances for risk. Some have different management styles. <br /> <br /> This diversity brings some unique challenges to creating an overall social media program in a company like ours. <br /> <br />
  • Before I tell you our story, I&#x2019;ll let you know a bit about our business. Hershey Entertainment & Resorts is a regional tourist destination that operates lots of businesses in Hershey, Pennsylvania-- depending on how you count. These include two Amusements parks (including Hersheypark), 2 hotels and 2 campgrounds, an AHL Hockey team, 3 golf courses, a country club, concert venues, theatres, and numerous restaurants. We employ over 1,500 full time employees and we grow to over 5k during the summer months <br /> <br /> Our businesses have a lot in common. We have common goals and are all focused on delivering amazing and unique family experiences. But they&#x2019;re also distinct (and they should be). All have unique brands and personalities and points of view. Many have different target audiences and even tolerances for risk. Some have different management styles. <br /> <br /> This diversity brings some unique challenges to creating an overall social media program in a company like ours. <br /> <br />
  • Before I tell you our story, I&#x2019;ll let you know a bit about our business. Hershey Entertainment & Resorts is a regional tourist destination that operates lots of businesses in Hershey, Pennsylvania-- depending on how you count. These include two Amusements parks (including Hersheypark), 2 hotels and 2 campgrounds, an AHL Hockey team, 3 golf courses, a country club, concert venues, theatres, and numerous restaurants. We employ over 1,500 full time employees and we grow to over 5k during the summer months <br /> <br /> Our businesses have a lot in common. We have common goals and are all focused on delivering amazing and unique family experiences. But they&#x2019;re also distinct (and they should be). All have unique brands and personalities and points of view. Many have different target audiences and even tolerances for risk. Some have different management styles. <br /> <br /> This diversity brings some unique challenges to creating an overall social media program in a company like ours. <br /> <br />
  • One of the biggest adjustments for us has been the fact that social media forces us to move from a focus on control to a focus on influence. Control is, in many ways, the currency of marketing-- and people get paid very well to affect results through manipulating resources. I believe this is the main reason social media has been so slow to really develop in most organizations. <br /> <br /> Social media demands a few things from companies that most organizations don&#x2019;t have in their DNA. So there are a few predictable ways I&#x2019;ve seen people and organizations respond to this challenge. <br /> <br />
  • Well, here&#x2019;s one response. We can pretend it&#x2019;s not happening because that seems safer. So we do nothing. <br />
  • Or we become the curmudgeon. We focus on a few anecdotes and rule that social media is a ridiculous waste of time. So we think of all the reasons projects won&#x2019;t work and make it very hard to get the ball rolling. <br />
  • Or we get overwhelmed. We hear about this social media revolution and we don&#x2019;t understand it. It&#x2019;s analysis paralysis in it&#x2019;s most intense form-- and since we don&#x2019;t know where to start...we don&#x2019;t. <br />
  • Or we can take the more strategic and rational approach and dip our toe into the water. We put a solid plan together, build consensus, and develop a program where good projects can get off the ground. <br /> <br /> This was our approach, and to get started we did what companies do best.... <br />
  • We formed a committee. We called ours, creatively, the Social Media Committee. We were tasked with helping take our social media projects to the next level. <br />
  • And we recruited people. Fortunately we had a head start-- we had a small group of individuals who had worked on a social media research project and started with that group. We rounded out that group with others who had an interest and instinct for social media and who could bring something to the table. We also made sure we had broad representation across the company. We ended up with 15 people. <br />
  • And we recruited people. Fortunately we had a head start-- we had a small group of individuals who had worked on a social media research project and started with that group. We rounded out that group with others who had an interest and instinct for social media and who could bring something to the table. We also made sure we had broad representation across the company. We ended up with 15 people. <br />
  • And we recruited people. Fortunately we had a head start-- we had a small group of individuals who had worked on a social media research project and started with that group. We rounded out that group with others who had an interest and instinct for social media and who could bring something to the table. We also made sure we had broad representation across the company. We ended up with 15 people. <br />
  • And we recruited people. Fortunately we had a head start-- we had a small group of individuals who had worked on a social media research project and started with that group. We rounded out that group with others who had an interest and instinct for social media and who could bring something to the table. We also made sure we had broad representation across the company. We ended up with 15 people. <br />
  • And we recruited people. Fortunately we had a head start-- we had a small group of individuals who had worked on a social media research project and started with that group. We rounded out that group with others who had an interest and instinct for social media and who could bring something to the table. We also made sure we had broad representation across the company. We ended up with 15 people. <br />
  • And we recruited people. Fortunately we had a head start-- we had a small group of individuals who had worked on a social media research project and started with that group. We rounded out that group with others who had an interest and instinct for social media and who could bring something to the table. We also made sure we had broad representation across the company. We ended up with 15 people. <br />
  • And we recruited people. Fortunately we had a head start-- we had a small group of individuals who had worked on a social media research project and started with that group. We rounded out that group with others who had an interest and instinct for social media and who could bring something to the table. We also made sure we had broad representation across the company. We ended up with 15 people. <br />
  • And we recruited people. Fortunately we had a head start-- we had a small group of individuals who had worked on a social media research project and started with that group. We rounded out that group with others who had an interest and instinct for social media and who could bring something to the table. We also made sure we had broad representation across the company. We ended up with 15 people. <br />
  • In the first meeting, we determined what it really was that we needed to do to help take us to the next level of social media. What we ultimately settled on were the following: <br /> <br /> 1. Simplify the problem. <br /> 2. Sell the Vision. <br /> 3. Align the strategy <br /> 4. Empower projects <br /> 5. Reduce the risk <br /> <br /> We turned this into a presentation and shared it across the company. <br /> <br /> I&#x2019;ll walk through how we addressed each of these. <br />
  • As we just saw, social media can be overwhelming and intimidating, so we spent a good bit of time breaking the market and our approach down into smaller, more manageable problems. Social media is dynamic and hard to define accurately, which makes it a bit of a moving target. <br /> <br />
  • Social media is not just Facebook, Twitter, and YouTube. Just about anything you can put online you can talk about, and sites and communities have sprung up around nearly all of them. With new Web-based technologies making it easy to integrate and link different sites, it&#x2019;s becoming more of an ecosystem than ever. <br /> <br /> This puts a premium on deciding where you will play (and just as importantly, where you will NOT). Defining something makes it easier to address, so we looked to our founder to point us in the right direction. <br />
  • Although this sounds pretty general (and is obviously made up), it does provide boundaries and reminds us that we are focused on two things: extending our experience online and building relationships. <br />
  • Although this sounds pretty general (and is obviously made up), it does provide boundaries and reminds us that we are focused on two things: extending our experience online and building relationships. <br />
  • Although this sounds pretty general (and is obviously made up), it does provide boundaries and reminds us that we are focused on two things: extending our experience online and building relationships. <br />
  • Another tool that helped us break the problem down was to define a development cycle for social media. It provides us with a way to identify and categorize campaigns based on their maturity. This helps make staffing decisions and develop a roadmap for project, for example. <br /> <br />
  • The first step we defined in social media was listening. <br /> <br /> 1. Listen. Conversations are happening all the time, about your company or, if not, about your industry or competitors. Start with a free tool like Google Alerts and then use that information to help shape your decisions. <br /> <br />
  • 2. Talk. Establish a presence in the appropriate social media outlets and regurgitate your existing content (but inject some personality). <br /> Use social media as a way to spread your message. <br /> <br />
  • <br /> <br />
  • 3. Integrate. If you have a Web site, start making it easy for people to share content and activity through social media. Start to include social media into your discussions as you talk about campaigns. <br />
  • Nearly $1M in revenue <br /> 200+ Social Media referrals <br />
  • 4. Engage. Start to have conversations with others. Build relationships. <br /> <br />
  • <br /> <br />
  • 5. Activate. Create campaigns and promotions that you can only do on social media. Use the unique characteristics of this medium. <br /> <br />
  • DD has 1.5M fans <br /> Encourage their &#x201C;advocates&#x201D; to post photos of themselves using their products <br /> Get rewarded with prizes and a spot on their profile pic <br /> <br />
  • Know their brand, their customer, and social media trends <br /> Tapped into the meme of &#x201C;social media fatigue&#x201D; (too invasive, too much) <br /> Created an app where you select 10 friends to &#x201C;sacrifice&#x201D; (unfriend), and you get rewarded with a free whopper. <br /> <br /> <br />
  • Was too popular, they had to discontinue it (but still did some good branding with their statements). <br /> <br /> <br />
  • The next task was selling the vision to a diverse audience. [slide] <br />
  • We needed to prove ROI (or at least value) and get people excited about where we were going. We put everything into a presentation and shared it with the company at Town Hall meetings, staff meetings, and one-on-ones. <br /> <br /> We explained it in two ways: <br /> <br />
  • There are ways to directly influence the bottom line...and ways that are not so direct. We talked about both. <br /> <br /> We started with the easy one, the direct path. <br /> <br />
  • There are ways to directly influence the bottom line...and ways that are not so direct. We talked about both. <br /> <br /> We started with the easy one, the direct path. <br /> <br />
  • There are lots of great case studies about social media and revenue, we chose to highlight Dell. Over 1.5M followers on Twitter and $3M in revenue through this channel. Managed by one person (as far as I know). <br /> <br /> But we also needed to talk about the more common path to revenue, the one that involves fluffy marketing words like engagement and brand impressions. <br />
  • I found a simple and clear way to talk about this indirect path called the Laws of Engagement, of which there are four. They&#x2019;re hard to argue and help walk us down a logical path to organizational value. <br />
  • As discussed earlier, it&#x2019;s important that we choose the right channels or our time is wasted. <br />
  • We know WOM marketing is the most effective and efficient. It&#x2019;s also the hardest to do-- but social media provides a fertile ground for discovering and nurturing these folks. <br />
  • Social media even reaches beyond social media into search. <br />
  • So that&#x2019;s all great and theoretical, but are our customers active in social media. <br />
  • <br /> <br />
  • <br /> <br />
  • <br /> <br />
  • The point is it&#x2019;s no longer possible to say that your audience is on social media. You just need to do some research to make your case. <br />
  • Next we turned to alignment. <br />
  • We came up with a short list of goals for social media that tied to our broader company objectives. <br /> <br />
  • - Every project we run must serve one or more of these objectives. <br /> 1. Empower others. As discussed, this is a huge opportunity. We have a lot of control over how easy this is to do (pretty simple). <br /> 2. Serve our guests. Companies like Zappos.com are great examples of the power of customer service through social media. <br /> 3. Build deeper relationships. Following the laws of engagement, this impacts affinity and ultimately the bottom line. <br /> 4. Improve products and services. Crowdsourcing has moved to product development. Large groups of people are helping companies make decisions on logo design, find lost vessels in the ocean, etc. <br /> 5. Reach new audiences. There are people out there who don&#x2019;t see our billboards, tv ads, or radio. <br /> <br /> We agreed on and published this list. <br /> <br />
  • - Every project we run must serve one or more of these objectives. <br /> 1. Empower others. As discussed, this is a huge opportunity. We have a lot of control over how easy this is to do (pretty simple). <br /> 2. Serve our guests. Companies like Zappos.com are great examples of the power of customer service through social media. <br /> 3. Build deeper relationships. Following the laws of engagement, this impacts affinity and ultimately the bottom line. <br /> 4. Improve products and services. Crowdsourcing has moved to product development. Large groups of people are helping companies make decisions on logo design, find lost vessels in the ocean, etc. <br /> 5. Reach new audiences. There are people out there who don&#x2019;t see our billboards, tv ads, or radio. <br /> <br /> We agreed on and published this list. <br /> <br />
  • - Every project we run must serve one or more of these objectives. <br /> 1. Empower others. As discussed, this is a huge opportunity. We have a lot of control over how easy this is to do (pretty simple). <br /> 2. Serve our guests. Companies like Zappos.com are great examples of the power of customer service through social media. <br /> 3. Build deeper relationships. Following the laws of engagement, this impacts affinity and ultimately the bottom line. <br /> 4. Improve products and services. Crowdsourcing has moved to product development. Large groups of people are helping companies make decisions on logo design, find lost vessels in the ocean, etc. <br /> 5. Reach new audiences. There are people out there who don&#x2019;t see our billboards, tv ads, or radio. <br /> <br /> We agreed on and published this list. <br /> <br />
  • - Every project we run must serve one or more of these objectives. <br /> 1. Empower others. As discussed, this is a huge opportunity. We have a lot of control over how easy this is to do (pretty simple). <br /> 2. Serve our guests. Companies like Zappos.com are great examples of the power of customer service through social media. <br /> 3. Build deeper relationships. Following the laws of engagement, this impacts affinity and ultimately the bottom line. <br /> 4. Improve products and services. Crowdsourcing has moved to product development. Large groups of people are helping companies make decisions on logo design, find lost vessels in the ocean, etc. <br /> 5. Reach new audiences. There are people out there who don&#x2019;t see our billboards, tv ads, or radio. <br /> <br /> We agreed on and published this list. <br /> <br />
  • - Every project we run must serve one or more of these objectives. <br /> 1. Empower others. As discussed, this is a huge opportunity. We have a lot of control over how easy this is to do (pretty simple). <br /> 2. Serve our guests. Companies like Zappos.com are great examples of the power of customer service through social media. <br /> 3. Build deeper relationships. Following the laws of engagement, this impacts affinity and ultimately the bottom line. <br /> 4. Improve products and services. Crowdsourcing has moved to product development. Large groups of people are helping companies make decisions on logo design, find lost vessels in the ocean, etc. <br /> 5. Reach new audiences. There are people out there who don&#x2019;t see our billboards, tv ads, or radio. <br /> <br /> We agreed on and published this list. <br /> <br />
  • This final piece is often the biggest-- mitigating the risk (real or perceived) of participation in social media. I just had lunch with the GM of the Hotel on Friday and pitched the idea of assigning a few employees to monitor and respond to social media. His first reaction: &#x201C;it&#x2019;s frightening&#x201D;. &#x201C;But&#x201D;, he said, &#x201C;we&#x2019;re willing to try it.&#x201D; <br /> <br /> A big part of risk mitigation in social media is preventing people from saying something stupid. It&#x2019;s about conversations. <br /> <br />
  • This final piece is often the biggest-- mitigating the risk (real or perceived) of participation in social media. I just had lunch with the GM of the Hotel on Friday and pitched the idea of assigning a few employees to monitor and respond to social media. His first reaction: &#x201C;it&#x2019;s frightening&#x201D;. &#x201C;But&#x201D;, he said, &#x201C;we&#x2019;re willing to try it.&#x201D; <br /> <br /> A big part of risk mitigation in social media is preventing people from saying something stupid. It&#x2019;s about conversations. <br /> <br />
  • Example: Hersheypark FB pages bash for pay one price Candylane, community advocates <br />
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  • This is the model we chose, and we found an easy way to explain it to everyone that formed the core of our program. <br />
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  • Although the concept of a franchise doesn&#x2019;t map exactly to our program, there are several characteristics that we feel make it a good model to use because it&#x2019;s a paradigm that people are familiar (and comfortable) with. <br />
  • Although the concept of a franchise doesn&#x2019;t map exactly to our program, there are several characteristics that we feel make it a good model to use because it&#x2019;s a paradigm that people are familiar (and comfortable) with. <br />
  • Although the concept of a franchise doesn&#x2019;t map exactly to our program, there are several characteristics that we feel make it a good model to use because it&#x2019;s a paradigm that people are familiar (and comfortable) with. <br />
  • Although the concept of a franchise doesn&#x2019;t map exactly to our program, there are several characteristics that we feel make it a good model to use because it&#x2019;s a paradigm that people are familiar (and comfortable) with. <br />
  • Although the concept of a franchise doesn&#x2019;t map exactly to our program, there are several characteristics that we feel make it a good model to use because it&#x2019;s a paradigm that people are familiar (and comfortable) with. <br />
  • There were four major elements to this model. <br />
  • It&#x2019;s all about empowerment (grease the wheels) <br /> Think A/B how this ties into the corporate values (own, inpsire...) <br />
  • It&#x2019;s all about empowerment (grease the wheels) <br /> Think A/B how this ties into the corporate values (own, inpsire...) <br />
  • Our program also includes a 3 hour training session for all participants. <br />
  • The 1-pager is really the only piece of documentation we use. It addresses things like: <br /> 1. Commanders Intent (guiding principle) <br /> 2. Elevator pitch <br /> 3. Goals and Metrics <br /> 4. Key Stakeholders <br /> 5. Promotional Plan <br /> 6. Schedule <br />
  • This final piece is often the biggest-- mitigating the risk (real or perceived) of participation in social media. I just had lunch with the GM of the Hotel on Friday and pitched the idea of assigning a few employees to monitor and respond to social media. His first reaction: &#x201C;it&#x2019;s frightening&#x201D;. &#x201C;But&#x201D;, he said, &#x201C;we&#x2019;re willing to try it.&#x201D; <br /> <br /> A big part of risk mitigation in social media is preventing people from saying something stupid. It&#x2019;s about conversations. <br /> <br />
  • This final piece is often the biggest-- mitigating the risk (real or perceived) of participation in social media. I just had lunch with the GM of the Hotel on Friday and pitched the idea of assigning a few employees to monitor and respond to social media. His first reaction: &#x201C;it&#x2019;s frightening&#x201D;. &#x201C;But&#x201D;, he said, &#x201C;we&#x2019;re willing to try it.&#x201D; <br /> <br /> A big part of risk mitigation in social media is preventing people from saying something stupid. It&#x2019;s about conversations. <br /> <br />
  • I like this quote because it says two things: 1) that it&#x2019;s happening whether your like it or not and 2) that marketing does have a role in stimulating and joining in conversations. But conversations are risky, so we created some guidelines to balance creative freedom with corporate paranoia. <br />
  • Unfortunately we can&#x2019;t always trust the judgement of every one of our employees, but we also can&#x2019;t sit over their shoulder when they&#x2019;re talking with customers. <br /> <br /> For anything that falls into category 3, we ask participants to respond immediately but never make promises or admit blame. <br />
  • Recognize that the guest feels something is not right. <br /> Empathize with them, understanding they are not happy. <br /> Escalate the problem to the appropriate person <br /> Do not admit fault or promise a solution (unless you know it will be delivered) <br /> <br /> We&#x2019;ve also built one final piece of protection into our system. <br />
  • Recognize that the guest feels something is not right. <br /> Empathize with them, understanding they are not happy. <br /> Escalate the problem to the appropriate person <br /> Do not admit fault or promise a solution (unless you know it will be delivered) <br /> <br /> We&#x2019;ve also built one final piece of protection into our system. <br />
  • Recognize that the guest feels something is not right. <br /> Empathize with them, understanding they are not happy. <br /> Escalate the problem to the appropriate person <br /> Do not admit fault or promise a solution (unless you know it will be delivered) <br /> <br /> We&#x2019;ve also built one final piece of protection into our system. <br />
  • Every project receives full support and but conditional approval. Social media is easy to get excited about and easy to start, but much more difficult to make successful in the long-run. We favor quality over quantity and we want to make sure our projects are successful. <br />
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  • - 85K + &#x201C;Engaged&#x201D; fans (FB, Twitter, etc.) <br /> - 600k video views <br /> - Destination Twitter and Blog: HPHitsTheRoad <br /> - Mention that the destination and &#x201C;Resorts&#x201D; category cover multiple properties. <br />
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  • Note that bears are leveraging all three well (twitter, FB, YouTube) <br />
  • Note that bears are leveraging all three well (twitter, FB, YouTube) <br />
  • Note that bears are leveraging all three well (twitter, FB, YouTube) <br />
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  • Example: Sweets offer is on here <br />
  • Example: Sweets offer is on here <br />
  • Example: Sweets offer is on here <br />
  • Example: Sweets offer is on here <br />

Organizing the chaos Organizing the chaos Presentation Transcript

  • Creating Order Out of Chaos Building A Successful Social Media Marketing Program in a Corporate Environment Bryan Owen Hershey Entertainment & Resorts
  • The OPERATIONALIZATION of Social Media
  • Operali...zzzzzzzz..ation.
  • How do we make it work for our business?
  • Social media forces us to move from a focus on control to a focus on influence.
  • Social Media Committee
  • Interactive Public Marketing Operation Relations s Legal Promotions Media & Creative Research Services
  • 1.Simplify the problem 2.Sell the vision 3.Align the strategy 4.Empower projects 5.Reduce the risk
  • 1.Simplify the problem 2.Sell the vision 3.Align the strategy 4.Empower projects 5.Reduce the risk
  • “Social media extends the Hershey experience online to build relationships with our guests.” - Milton S. Hershey * Paraphrased with significant creative license
  • 1.Simplify the problem 2.Sell the vision 3.Align the strategy 4.Empower projects 5.Reduce the risk
  • 1.Simplify the problem 2.Sell the vision 3.Align the strategy 4.Empower projects 5.Reduce the risk
  • Direct Not so Direct
  • 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.
  • The Laws of Engagement #2 Brand + Channels = Revenue The more channels customers use to interact with us, the more likely they are to buy.
  • The Laws of Engagement #3 Brand + time + channels = Advocates Guests who spend more time with us become advocates and influencers.
  • The Laws of Engagement #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 about us?
  • { The number of Active Facebook users who 450k+ visited Hersheypark in 2009.
  • 200k+ { The number of Twitter users who visited Hersheypark in 2009.
  • 18,091 { The number of times the Hotel or Lodge has been mentioned by a blogger.
  • 13,208 { The number of photos of Hersheypark uploaded by guests on Flickr.
  • 1.Simplify the problem 2.Sell the vision 3.Align the strategy 4.Empower projects 5.Reduce the risk
  • 1.Simplify the problem 2.Sell the vision 3.Align the strategy 4.Empower projects 5.Reduce the risk
  • The Role of Social Media
  • The Role of Social Media 1) Empower others to market for us
  • The Role of Social Media 1) Empower others to market for us 2) Serve our guests
  • The Role of Social Media 1) Empower others to market for us 2) Serve our guests 3) Build deeper relationships
  • The Role of Social Media 1) Empower others to market for us 2) Serve our guests 3) Build deeper relationships 4) Improve our products & services
  • The Role of Social Media 1) Empower others to market for us 2) Serve our guests 3) Build deeper relationships 4) Improve our products & services 5) Reach new audiences
  • 1.Simplify the problem 2.Sell the vision 3.Align the strategy 4.Empower projects 5.Reduce the risk
  • 1.Simplify the problem 2.Sell the vision 3.Align the strategy 4.Empower projects 5.Reduce the risk
  • There are three main models for corporate social media programs.
  • 1. Distributed ✓ Organic growth ✓ Experimental ✓ Not coordinated ✓ Authentic ✓ Easy to start
  • 2. Centralized ✓ Maximizes control ✓ Consistent ✓ Less authentic ✓ Hard to scale ✓ Ensures quality
  • 3. Coordinated ✓ Balanced Approach ✓ Takes Time ✓ Requires strong support system
  • The Franchise
  • The Franchise
  • The Franchise Shared investment Network of Entrepreneurs Centralized Support Local Autonomy Scalable Growth
  • The HE&R Franchise Model The Social Media Committee Community Managers Training & Certification Probation Periods
  • The Social Media Commitee as Franchisor
  • The Social Media Commitee as Franchisor •Ensures consistency and quality •Enforces compliance •Prioritizes projects •Provides creative and promotional support •Translates corporate strategy •Recruits and trains community managers
  • The Community Manager is the Franchisee.
  • The Community Manager is the Franchisee. •Builds and nurtures their community •Does not need to be in Marketing •Works closely with SMC and stakeholders •Must be pre-approved by manager •Represents the brand appropriately
  • Training and Certification
  • Training and Certification •Required for all community managers •Ensures alignment with corporate strategy and expectations •Requires 2-3 hours (including time with SME) •Serves as kickoff for probation period
  • 1.Simplify the problem 2.Sell the vision 3.Align the strategy 4.Empower projects 5.Reduce the risk
  • 1.Simplify the problem 2.Sell the vision 3.Align the strategy 4.Empower projects 5.Reduce the risk
  • “ Conversations among the “ members of your marketplace happen whether you like it or not. Good marketing encourages the right sort of conversations.” - Seth Godin
  • Conversation Guidelines
  • Recognize Empathize Escalate
  • PROBATION PERIOD •6 - 12 Weeks (typically) •Tight collaboration (SMC + CM) •Specific goals and milestones •Marketing plan •Defined commitment
  • That’s It! Now it’s time for Q and (maybe) A Bryan Owen Director of Creative Services & Interactive Marketing Hershey Entertainment & Resorts Email: bfowen@hersheypa.com Twitter: bryanowen Blog: Capableweb.com
  • Extra Stuff
  • Chapter 3: Our Portfolio A quick sample of our current social media efforts.
  • Destination HersheyPark Dutch Wonderland The Hotel Hershey Hershey Lodge Spa Hershey Bears Hershey Golf Collection Meetings ZooAmerica Theatre Jobs Dining in Hershey PR (multiple brands)
  • Park on
  • Park on Objectives are to build relationships with Hersheypark fans and drive business to the park.
  • Park on Objectives are to build relationships with Hersheypark fans and drive business to the park. Two community managers post updates, special offers, videos, polls, share content, and answer questions.
  • Park on Objectives are to build relationships with Hersheypark fans and drive business to the park. Two community managers post updates, special offers, videos, polls, share content, and answer questions. Has attracted 45+ fans so far (35k+ on “Hershey Park” page)
  • Bears on
  • Bears on Objectives are to build relationships with fans and drive game attendance.
  • Bears on Objectives are to build relationships with fans and drive game attendance. Three members of the Bears management tag team on content, which includes special offers, video, and news updates.
  • Bears on Objectives are to build relationships with fans and drive game attendance. Three members of the Bears management tag team on content, which includes special offers, video, and news updates. Grew from 0 to 4,156 fans within two months.
  • Bears on
  • Bears on Objectives are to generate excitement for Bears games and enabling word- of-mouth marketing.
  • Bears on Objectives are to generate excitement for Bears games and enabling word- of-mouth marketing. Videos include game footage and produced, promotional material.
  • Bears on Objectives are to generate excitement for Bears games and enabling word- of-mouth marketing. Videos include game footage and produced, promotional material. 102 Videos Uploaded 85K Views
  • DW on
  • DW on Objectives are to build relationships with guests/ media and serve guests.
  • DW on Objectives are to build relationships with guests/ media and serve guests. 332 Followers
  • DW on Objectives are to build relationships with guests/ media and serve guests. 332 Followers 1-2 Tweets per day (more during busy season)
  • March Sweetness on
  • March Sweetness on Objective is to encourage participation in the contest through social media.
  • March Sweetness on Objective is to encourage participation in the contest through social media. Uses a customized landing page to control the Facebook message and make a more personal statement.
  • March Sweetness on Objective is to encourage participation in the contest through social media. Uses a customized landing page to control the Facebook message and make a more personal statement. Also leverages Twitter in a similar fasion.
  • March Sweetness on Objective is to encourage participation in the contest through social media. Uses a customized landing page to control the Facebook message and make a more personal statement. Also leverages Twitter in a similar fasion. Results as yet TBD.