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DeCA Tier One Training for Senior Leadership

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Understand the fundamentals of the use of social media for retail sales, marketing and customer service in this briefing on the different functions, features and benefits of digital communications for business.

Attendees will learn:

• How other grocery chains are using social media
• Formulas for improving existing business processes
• Crisis prevention and risk management strategies
• Role of keyword and search engine optimization

Join us for this fast-paced session and learn why social media has become a mainstream communications channel for Millennials and Boomers.

Published in: Business
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DeCA Tier One Training for Senior Leadership

  1. 1. Social Media for DeCA Senior Leadership by Eric Schwartzman Fort Lee, VA May 19, 2015
  2. 2. Agenda !  Business Case Social Media !  What Makes Social Media Different? !  Integrated Digital Communications !  DeCA Social Media Strategy
  3. 3. Salt Lake Olympics Britney Spears My Background Star Wars 30th Anniversary Pussycat Dolls Academy Awards
  4. 4. Public Relations
  5. 5. News Cycles Photo by Olivander
  6. 6. Scoring Ink
  7. 7. A funny thing happened…. Source: Paper Cuts
  8. 8. Source: Paper Cuts A funny thing happened….
  9. 9. Source: Paper Cuts A funny thing happened….
  10. 10. Source: Paper Cuts A funny thing happened….
  11. 11. Source: Paper Cuts A funny thing happened….
  12. 12. Source: Paper Cuts 39,806 fewer reporters to pitch…! A funny thing happened….
  13. 13. Source: Paper Cuts A funny thing happened….
  14. 14. How Bad Did It Get? Social Media Town
  15. 15. What I Learned…
  16. 16. Coke Integrating Digital
  17. 17. Rise of the Unofficial Spokesperson
  18. 18. What You Say vs. What You Do Whopper Big Mac Subway
  19. 19. Control vs. Credibility
  20. 20. Like or Not, They’re Sharing
  21. 21. Customer as Spokesperson
  22. 22. Democratic Communications
  23. 23. Shaping Public Opinion
  24. 24. No Secrets
  25. 25. Value of Social Media
  26. 26. Person-to-Person Brochures Paid Search Earned Social Networks !  Recorded and Stored !  Discoverable through Search !  Shareable through Social Value of Social Media
  27. 27. Value of Social Media Case Study: http://www.ontherecordpodcast.com/chatter
  28. 28. Value of Social Media
  29. 29. Value of Social Media
  30. 30. Markets are Local
  31. 31. Organizational Communications Destination Website Twitter & Linkedin YouTube & SlideShare •  News Media •  CGM •  Activists •  Prospects •  Customers Operational Framework for Social Media
  32. 32. Whole Foods
  33. 33. Kroger
  34. 34. Social Media is Different sources: Social Bakers & Edelman
  35. 35. Reach is a Factor of Engagement
  36. 36. Law of the Few 2.5M Copies Sold •  Connectors – Have an extraordinary knack for making friends and acquaintances. Build large networks •  Mavens – Information specialists. Start word-of-mouth epidemics. Are almost pathologically helpful. •  Salesmen – Persuasive, charismatic with powerful negotiation skills DeCA Social Influencers Shoppers Law of the Few
  37. 37. Demand Side Marketing
  38. 38. An Avalanche. Not a Firehose.
  39. 39. Social Media Communications Policy Standards Tools Sharing/ Reporting Training
  40. 40. Social Media Communications Policy Standards Tools Sharing/ Reporting Training
  41. 41. Social Media Communications Policy Standards Tools Sharing/ Reporting Training
  42. 42. Brand Ambassadors
  43. 43. Social Media Communications Policy Standards Tools Sharing/ Reporting Training
  44. 44. Risk Management & Compliance
  45. 45. It’s the Law
  46. 46. Social Media Communications Policy Standards Tools Sharing/ Reporting Training
  47. 47. Web Gets Easy
  48. 48. Photo by Spackletoe Online Communications Have to be Easy •  Content’s claim to the crown •  User experience shapes reputation •  Ease of use drives adoption Evolution of Customer Experience Usability Expert Jakob Nielsen on User Experience and Reputation
  49. 49. How Will You Get Through the Filter? Source: Sit or Squat search reviewfilter share
  50. 50. Ease of Use
  51. 51. HomelandEmbassy Embassy Embassy Embassy 176M 58M79M 260K Monthly Unique Visitors 159M Proximity: Homeland-Embassy Strategy
  52. 52. Proximity "If we don't do that at Dell.com, it's going to be on CNET or somewhere," Michael Dell says. "I'd rather have that conversation in my living room than in somebody else's." http://www.cnnmon.ie/dell-value-prop
  53. 53. DeCA Social Media Strategy Social Media" Mobile Media" Local Media"
  54. 54. Welcome to the Revolution Revolutionary Aristocrat Eisner Lassiter
  55. 55. Thank You Eric Schwartzman +1 (310) 463-4026

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