Social Media Overview for PA Association Focus Group

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Social Media Overview for PA Association Focus Group

  1. 1. 1. WHAT IS SOCIAL MEDIA?2. WHY SHOULD I CARE?3. WHAT CAN WE DO?
  2. 2. WHO ARE YOU?
  3. 3. THE OVERWHELMED
  4. 4. YOU RE NOT ALONE
  5. 5. 1. WHAT IS SOCIAL MEDIA?2. WHY SHOULD I CARE?3. WHAT CAN WE DO?
  6. 6. http://www.youtube.com/watch?v=fpMZbT1tx2o
  7. 7. 1. WHAT IS SOCIAL MEDIA?2. WHY SHOULD I CARE?3. WHAT CAN WE DO?
  8. 8. A Few Key TakeawaysSOCIAL MEDIA IS BIG (and growing)
  9. 9. A Few Key TakeawaysYOUR CUSTOMERS ARE THERE
  10. 10. A Few Key TakeawaysSOCIAL MEDIA IS FAST
  11. 11. A Few Key Takeaways1,000 FANS130 FRIENDS126 FOLLOWERS= 256,000 IMPRESSIONS
  12. 12. 3M VIEWS IN 10 DAYS 11+ MILLION TOTAL(or $400k+ worth of ads)
  13. 13. A Few Key TakeawaysSOCIAL MEDIA IS UBIQUITOUS
  14. 14. “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
  15. 15. A Few Key TakeawaysSOCIAL MEDIA HAS AN ROI
  16. 16. VS.
  17. 17. THE LAWS OF ENGAGEMENT
  18. 18. #1 Brand + Time = Revenue The more time a consumer spendswith your brand and your products, the more likely they are to buy.
  19. 19. #2Brand + Channels = RevenueThe more channels customers use tointeract with us, the more likely they are to buy. (We need to be wherever they are)
  20. 20. #3Brand + time + channels = Advocates Customers who spend more time with us become advocates and influencers. People listen to friends more than they listen to us.
  21. 21. #4The exponential search factorSocial media has a great influence on how our sites rank in search results (over 1/3 of traffic comes from organic search).
  22. 22. WHAT S YOUR POINT?
  23. 23. 1. WHAT IS SOCIAL MEDIA?2. WHY SHOULD I CARE?3. WHAT CAN WE DO?
  24. 24. ACTIVATEENGAGEINTEGRATETALKLISTEN
  25. 25. ACTIVATEENGAGEINTEGRATETALKLISTEN
  26. 26. ACTIVATEENGAGEINTEGRATETALKLISTEN
  27. 27. ACTIVATEENGAGEINTEGRATETALKLISTEN
  28. 28. ACTIVATEENGAGEINTEGRATETALKLISTEN
  29. 29. KEY PLATFORMS(and how to use them)
  30. 30. • 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.
  31. 31. • 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.
  32. 32. • 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)
  33. 33. • 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.
  34. 34. • 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.
  35. 35. Go forth and be social. BRYAN OWEN bfowen@hersheypa.com twitter.com/bryanowen

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