This document provides an overview of establishing a social media presence and strategy for a large brand or organization. It discusses listening to understand current conversations, setting goals aligned with business objectives, gaining cross-functional support, and creating a long-term engagement plan. The document also includes a case study of how ConAgra Foods launched a social media challenge for its Healthy Choice brand to increase awareness, trial, and develop brand ambassadors. It highlights the importance of listening to influencers, securing blog partnerships, and sustaining engagement over time.
A 16-page booklet that contains some of Kodak's experiences and insights on social media as it relates to its use by a business.
In it you will find:
* Brief description of the social media landscape
* Myths about social media
* 10 Social Media Tips from Kodak's Chief Blogger
* Top 10 list for Twitter usage
* How to get started in social media
* Kodak social media activation examples
* Troubleshooting
Delivered at the Plastics News Executive Forum on March 8, 2011 in Summerlin, Nevada by Eric Schwartzman. [CC] Feel free to use but please attribute www.ericschwartzman.com.
Corporate reputation social age by john bellJohn Bell
There are at least five meta-trends that affect how corporations manage their reputations today. More and more companies are getting smart about these
changes, investing in internal education and bringing in partners who are closer to the social media phenomenon to help them evolve not just their
communications or marketing but, often, some of their core business practices.
Pr when the public does most of the relating by john bellJohn Bell
The truth is that our definition of “media” has exploded. Our idea of “influencers” has expanded. And effective communications has as much to do with building relationships through conversations and word of mouth as it does with marketing campaigns and message delivery. How do we create effective ommunications programs when peer-to-peer recommendations are the new form of “earned media”?
originally published 2008
The rise of social media has changed the way we interact with the media. Direct access to reporters and editors has never been easier, and the ability to find PR opportunities has evolved as well. But with this new way of communicating comes some danger. A quick Google search can turn up information about your company that you might not even know is out there and if a reporter stumbles across it or if it’s shared to a large network of followers, then what?
You’ll learn:
--The ground rules – what has changed in PR thanks to social media and what has stayed the same
--How to best use social media for PR efforts – and the differences between each social network when it comes to PR
--Real-world case studies of both successful PR campaigns and those that didn’t go so well
--Tools that can help you manage your PR efforts
For questions or details email lvickrey@clearedgemarketing.com or call 312.731.3149.
Social Media For Business Part 1 Social Media BasicsSteven Fisher
In Part 1, we lay the foundation and explain the basics of social media, what created this new technology area, what tools are available and what it is used for in a business setting.
A 16-page booklet that contains some of Kodak's experiences and insights on social media as it relates to its use by a business.
In it you will find:
* Brief description of the social media landscape
* Myths about social media
* 10 Social Media Tips from Kodak's Chief Blogger
* Top 10 list for Twitter usage
* How to get started in social media
* Kodak social media activation examples
* Troubleshooting
Delivered at the Plastics News Executive Forum on March 8, 2011 in Summerlin, Nevada by Eric Schwartzman. [CC] Feel free to use but please attribute www.ericschwartzman.com.
Corporate reputation social age by john bellJohn Bell
There are at least five meta-trends that affect how corporations manage their reputations today. More and more companies are getting smart about these
changes, investing in internal education and bringing in partners who are closer to the social media phenomenon to help them evolve not just their
communications or marketing but, often, some of their core business practices.
Pr when the public does most of the relating by john bellJohn Bell
The truth is that our definition of “media” has exploded. Our idea of “influencers” has expanded. And effective communications has as much to do with building relationships through conversations and word of mouth as it does with marketing campaigns and message delivery. How do we create effective ommunications programs when peer-to-peer recommendations are the new form of “earned media”?
originally published 2008
The rise of social media has changed the way we interact with the media. Direct access to reporters and editors has never been easier, and the ability to find PR opportunities has evolved as well. But with this new way of communicating comes some danger. A quick Google search can turn up information about your company that you might not even know is out there and if a reporter stumbles across it or if it’s shared to a large network of followers, then what?
You’ll learn:
--The ground rules – what has changed in PR thanks to social media and what has stayed the same
--How to best use social media for PR efforts – and the differences between each social network when it comes to PR
--Real-world case studies of both successful PR campaigns and those that didn’t go so well
--Tools that can help you manage your PR efforts
For questions or details email lvickrey@clearedgemarketing.com or call 312.731.3149.
Social Media For Business Part 1 Social Media BasicsSteven Fisher
In Part 1, we lay the foundation and explain the basics of social media, what created this new technology area, what tools are available and what it is used for in a business setting.
Social Media and the Automotive IndustryMarkIT Group
Informative presentation on social media in the automotive industry, answers what is social media, examples of car manufacturer use of social media, local dealership social media programs, MARKIT Group social media program, social media launch and monthly content syndication
Social Media who substantially changed the way consumers, businesses, and organizations communicate. As one of the fastest growing forms of marketing ever, social media whose taken the internet world by storm with approximately 91% of adults using that regularly. Not only that, but businesses across the globe are starting to use social media as a marketing tool for their companies. In fact, 87% of the Fortune 100 now use social media. Internet Technology is GREAT, But It Has Caused Problems for Some Local Businesses. The Web has changed the way consumers spend their money. It has also changed the way your business can truly CONNECT with your local target market. Traditional Advertising Methods Are No Longer as Effective as They Once Were. So, it's time to market your business in a way that would cut advertising cost and get results. Could Online Marketing Be The Missing Piece of the Puzzle for YOUR Small Business? With sites such as: Facebook, Twitter, Google+, LinkedIn and Youtube your business can build long lasting relationship with your customers resulting in loyal - long term sales. Contact us for more information about how social media marketing can help you connect with local consumers.
http://spancept.com/
consult@spancept.com
Final presentation for the ASBDC Social Media Marketing for SBDCs presented in San Diego at national conference by the ASU Small Business and Technology Development Center
Social Change: Social Media's role in BusinessMichael Murray
This is a presentation on using change management best practices to encourage social media adoption within organizations. It begins with a "Social Media 101" section, then explains Enterprise 2.0 as the 'other' social media. The presentation then presents change management as a vehicle for encouraging social media adoption. Finally a case study and basic social media strategies provide readers with some tangible suggestions for how to get started.
DataSift's Rob Bailey at The Social Media Strategies Summit DataSift
Social monitoring has gone from a fancy nice-to-have, to an essential strategic tool for all organizations. DataSift provides insights into customers, the market and trending topics.
DataSift attended the Social Media Strategies Summit in San Francisco, where Rob Bailey, our CEO, discussed the seven measurable actions that further your company’s marketing and social media efforts. In addition to providing a framework for moving your company’s efforts from beginner to pro, Rob highlighted companies who are thinking strategically about social media, such as Taco Bell, Burberry and KFC.
Qantas Grounding Takes Off in Social MediaiGo2 Pty Ltd
When Qantas Airways grounded its fleet in a dispute with unions it ultimately effected 110,000 travelers world-wide. The event caused a social media storm, and we track some of that in this analysis. The question is now, will Qantas step up to the plate and transform itself from a social brand into a social business in order to help it's recovery?
What is social media? How can your organization effectively use social media tools including Facebook, Twitter, blogs, and YouTube to gain a competitive advantage and win new customers and donors? Learn how to join the conversation online and use social media to reach influencers that will spread your message to their communities.
Tactica is pleased release an update to The Conversation - An Introduction to Social Media - an introductory seminar exploring the power of social media by Kevin Glasier.
Social media is one of the fastest growing categories on the web and it offers unlimited potential for public relations and marketing professionals. This presentation provides:
• A definition of social media;
• 10 keys to social media success;
• an overview of social media tools; and
• social media myths.
The updated presentation was given to The Certified Management Accountants of Manitoba and at Going Barefoot – a conference for non-profit communicators.
Social Media and the Automotive IndustryMarkIT Group
Informative presentation on social media in the automotive industry, answers what is social media, examples of car manufacturer use of social media, local dealership social media programs, MARKIT Group social media program, social media launch and monthly content syndication
Social Media who substantially changed the way consumers, businesses, and organizations communicate. As one of the fastest growing forms of marketing ever, social media whose taken the internet world by storm with approximately 91% of adults using that regularly. Not only that, but businesses across the globe are starting to use social media as a marketing tool for their companies. In fact, 87% of the Fortune 100 now use social media. Internet Technology is GREAT, But It Has Caused Problems for Some Local Businesses. The Web has changed the way consumers spend their money. It has also changed the way your business can truly CONNECT with your local target market. Traditional Advertising Methods Are No Longer as Effective as They Once Were. So, it's time to market your business in a way that would cut advertising cost and get results. Could Online Marketing Be The Missing Piece of the Puzzle for YOUR Small Business? With sites such as: Facebook, Twitter, Google+, LinkedIn and Youtube your business can build long lasting relationship with your customers resulting in loyal - long term sales. Contact us for more information about how social media marketing can help you connect with local consumers.
http://spancept.com/
consult@spancept.com
Final presentation for the ASBDC Social Media Marketing for SBDCs presented in San Diego at national conference by the ASU Small Business and Technology Development Center
Social Change: Social Media's role in BusinessMichael Murray
This is a presentation on using change management best practices to encourage social media adoption within organizations. It begins with a "Social Media 101" section, then explains Enterprise 2.0 as the 'other' social media. The presentation then presents change management as a vehicle for encouraging social media adoption. Finally a case study and basic social media strategies provide readers with some tangible suggestions for how to get started.
DataSift's Rob Bailey at The Social Media Strategies Summit DataSift
Social monitoring has gone from a fancy nice-to-have, to an essential strategic tool for all organizations. DataSift provides insights into customers, the market and trending topics.
DataSift attended the Social Media Strategies Summit in San Francisco, where Rob Bailey, our CEO, discussed the seven measurable actions that further your company’s marketing and social media efforts. In addition to providing a framework for moving your company’s efforts from beginner to pro, Rob highlighted companies who are thinking strategically about social media, such as Taco Bell, Burberry and KFC.
Qantas Grounding Takes Off in Social MediaiGo2 Pty Ltd
When Qantas Airways grounded its fleet in a dispute with unions it ultimately effected 110,000 travelers world-wide. The event caused a social media storm, and we track some of that in this analysis. The question is now, will Qantas step up to the plate and transform itself from a social brand into a social business in order to help it's recovery?
What is social media? How can your organization effectively use social media tools including Facebook, Twitter, blogs, and YouTube to gain a competitive advantage and win new customers and donors? Learn how to join the conversation online and use social media to reach influencers that will spread your message to their communities.
Tactica is pleased release an update to The Conversation - An Introduction to Social Media - an introductory seminar exploring the power of social media by Kevin Glasier.
Social media is one of the fastest growing categories on the web and it offers unlimited potential for public relations and marketing professionals. This presentation provides:
• A definition of social media;
• 10 keys to social media success;
• an overview of social media tools; and
• social media myths.
The updated presentation was given to The Certified Management Accountants of Manitoba and at Going Barefoot – a conference for non-profit communicators.
IBM presentation at Digital Media Barcelona- Twitter For Business Microbloggi...the bureau, digital agency
IBM presentation: Twitter for business - Microblogging goes to work by Delphine Remy-Boutant, WW Social Media Marketing Manager IBM SWG - Digital Media Barcelona event 16th September
An overview of social media for the Eugene Chamber's Women Business Leaders group - including how to maximize your reach on the social Web by partnering with Citizen Marketers.
Presentation notes from the Frocomm Social Media Bootcamp, June 2009, Sydney presenters were Brian Giesen and Graham White from Ogilvy 360 Digital Influence
Basic Practice - Social Media for BusinessSocial Lab
Basic practice social media for business and commerce. Presented to 25 coorporate brands marketing manager and PR in Balikpapan on 2014. Visit us on ww.soclab.co
Presentation to PRSA Entreprener SIG - developed on questions asked.
The backstory is I had developed a presentation for PRSA but scrapped it based on the questions the members asked pre event. PPT Links:
http://geekmommy.net/- GeekMommy,
http://www.jnjbtw.com/ - JNJ BTW
http://www.iambossy.com/ - i am bossy
http://www.dcgoodwill.org/ - Goodwill of Greater Washington
http://frozenpeafund.com/ - Frozen Pea Fund
http://redcouch.typepad.com/ - Shel Israel
http://www.problogger.net/ - Darren Rowse
http://www.gapingvoid.com/ - gapingvoid
http://twitter.zappos.com/ - Zappos/Twitter
http://twitter.com/DonnaTocci - Donna Tocci
Similar to BlogWell Atlanta Social Media Case Study: ConAgra Foods, presented by Stephanie Moritz (20)
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In her SocialMedia.org Member Meeting case study presentation, The Hershey Company's Sarah Dull explains how the 122-year-old company, a house of over 80 brands, developed a company social media presence.
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Andy covers the latest FTC updates, the fundamentals of proper disclosure, and how to make sure your agencies and vendors comply with your standards.
Dunkin' Brands: Dunkin' and influencers, presented by Melanie CohnSocialMedia.org
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She breaks down the #AerieREAL body-positive campaign from start to finish and shares their results.
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Accelerate your Kubernetes clusters with Varnish CachingThijs Feryn
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Software Delivery At the Speed of AI: Inflectra Invests In AI-Powered QualityInflectra
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LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...DanBrown980551
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Pradeep Chinnala, Senior Consultant Automation Developer @WonderBotz and UiPath MVP
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
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Create a campaign using Mailchimp with merge tags/fields
Send an interactive Slack channel message (using buttons)
Have the message received by managers and peers along with a test email for review
But there’s more:
In a second workflow supporting the same use case, you’ll see:
Your campaign sent to target colleagues for approval
If the “Approve” button is clicked, a Jira/Zendesk ticket is created for the marketing design team
But—if the “Reject” button is pushed, colleagues will be alerted via Slack message
Join us to learn more about this new, human-in-the-loop capability, brought to you by Integration Service connectors.
And...
Speakers:
Akshay Agnihotri, Product Manager
Charlie Greenberg, Host
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We believe integration and automation are essential to user experience and the promise of efficient work through technology. Automation is the critical ingredient to realizing that full vision. We develop integration products and services for Bonterra Case Management software to support the deployment of automations for a variety of use cases.
This video focuses on the notifications, alerts, and approval requests using Slack for Bonterra Impact Management. The solutions covered in this webinar can also be deployed for Microsoft Teams.
Interested in deploying notification automations for Bonterra Impact Management? Contact us at sales@sidekicksolutionsllc.com to discuss next steps.
Builder.ai Founder Sachin Dev Duggal's Strategic Approach to Create an Innova...Ramesh Iyer
In today's fast-changing business world, Companies that adapt and embrace new ideas often need help to keep up with the competition. However, fostering a culture of innovation takes much work. It takes vision, leadership and willingness to take risks in the right proportion. Sachin Dev Duggal, co-founder of Builder.ai, has perfected the art of this balance, creating a company culture where creativity and growth are nurtured at each stage.
GraphRAG is All You need? LLM & Knowledge GraphGuy Korland
Guy Korland, CEO and Co-founder of FalkorDB, will review two articles on the integration of language models with knowledge graphs.
1. Unifying Large Language Models and Knowledge Graphs: A Roadmap.
https://arxiv.org/abs/2306.08302
2. Microsoft Research's GraphRAG paper and a review paper on various uses of knowledge graphs:
https://www.microsoft.com/en-us/research/blog/graphrag-unlocking-llm-discovery-on-narrative-private-data/
GenAISummit 2024 May 28 Sri Ambati Keynote: AGI Belongs to The Community in O...
BlogWell Atlanta Social Media Case Study: ConAgra Foods, presented by Stephanie Moritz
1. H wBg rn s s S c l da
o iBa d U e oi Me i
a
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t t | o e e 1 ,0 9
a
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rai a d mbai a
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sc l da utr
oi me icl e
a u
w wg se a. m/lg l
w .ap d lo Bo Wel
c
3. The Social Media Landscape
75% 80% 85%
OF U.S. ADULTS OF SOCIAL MEDIA
USE OF WOMEN USE USERS
ONLINE SOCIAL THE INTERNET BELIEVE BRANDS
TOOLS TO
OOLS O TO RESEARCH SHOULD
CONNECT WITH PRODUCTS AND HAVE AN ACTIVE
EACH OTHER SERVICES PRESENCE IN THEIR
NETWORKS
Source: Forrester’s Growth Of Social Technology Adoption, 10/20/2008 and Opinion Research Corporation for
Cone 2008, BlogHer and Compass Partners, 2008
2
4. Social Media is now Mainstream
Two Thirds of people 300M active users.
online now use
social networking or Greatest growth is
g
blogging from people age 35-49
5.5
5 5 billion unique
video feeds in
Wikipedia―120M
April; #2 most
visitors a month
popular search
engine
g
Twitter grew 1,382% 23% of mobile users
in last 12 months; in the UK, and 19%
More than 7M US in the U.S. i it d
i th U S visited
visitors in Feb. social network site
3
5. The Social Media Conundrum
• We keep hearing…you must embrace
social media, or risk being left behind,
but …
– How/when do you establish “the voice” of a
brand and an organization within social
media channels?
di h l ?
• Engaging in social media is fine, but …
– How do you move beyond tactics to true
adoption?
6. What Will it Take?
• A targeted manageable plan
targeted,
• A plan that supports business goals
• Affocus on consensus building
b ildi
• Enterprise-wide activation
• Long-term commitment
8. Use Social Media to Better Connect to Consumers
TV, Print, Online, Search
Media Content
Paid
Content
Earned Owned
PR
Websites
Social Media
Events/Sponsorships
Natural Search
Packaging/Promotions/FSI’s
g g
10. Establish Goal & Determine Approach
Thoughtfully elevate ConAgra’s social media presence from individual
brand participation to full-scale and proactive cross-brand and enterprise
p p p p
engagement from both an organizational and external vantage:
Respond Participate Engage
Answer questions, Proactive blogger outreach, Develop internal/external
acknowledge comments become part of conversations community
Listen
Monitoring; Listening to what is being said and who is saying it
Build the Foundation
Governance, procedures, education, policies
9
11. Achieve Consensus
• Senior management champion
sponsorship through CMO
• C Suite “digital immersion” then
C-Suite digital immersion
customized for the entire organization
12. Create Coalitions
CAG Enterprise
Customers,
Social Media
ConAgra Consumers,
Social Media Activation Team
Task Force Blogforce Influencers,
‘Providing Direction, ‘Coordinating
‘The Voices of our Brands Media,
Guidance and Support
Support’ & Employees
and our Enterprise’
Orchestrating’
Agency Partners
14. When Should a Brand use Social Media?
A ROADMAP FOR PLANNING
DEFINE: What are your communications objects? Business
object es
objectives? Does social media make se se
oes soc a ed a a e sense?
LISTEN: What are the discussion topics about your brand? Where
are they taking place? Who is leading/participating? What is
being said? Do they already know about you? Are you welcome?
STRATEGIZE: How do the discussion trends inform the
overarching approach? How does this online effort tie into other
communications from the brand? How do you sustain?
IDEATE: What would bring the strategy to life online, in a way that
will inform, educate, persuade or entertain our audience?
PLAN: Apply the ideas to develop measurable tactics for online
engagement.
LAUNCH: Implement program, making sure to measure before
you begin and as you go.
EVALUATE: Did the effort perform as expected? Did we reach our
goals? What would we do differently? 13
15. Brand Discovery Tools
AUDIENCE PROFILE CONVERSATION AUDIT
The audience profile showcases how a The conversation audit focuses on what is
particular demographic interacts and being said about the brand online through
behaves online. Sample outcomes include: influencers, sentiment, media breakdown, etc.
Sample outcomes include:
Media C
M di Consumption H bit
ti Habits Brand P
B d Personality
lit
How He / She Participates Online Industry Insights
Where H / Sh G
Wh He She Goes Online
O li Topic B kd
T i Breakdown
A Day in the Life Media Type Breakdown
Is He Sh T lki Ab t Y
I H / She Talking About Your B
Brand
d Brand S ti
B d Sentiment / S
t Samples
l
Online?
Key Influencers
Consumer Trends
14
17. Healthy Choice Social Media Challenge
Target Insight: Majority of the Healthy Choice consumers go online at least once a day
and use the Internet for the latest news/current events, personal shopping, paying bills,
searching for recipes, making travel plans and researching medical information. They
LIKE to share their opinions online
online.
Brand Objectives: Surround consumer with information about the Healthy Choice
reinvention while raising awareness and encouraging trial of the new All Natural Entrées.
Encourage trial by leveraging the Just One Bite message, emphasizing the g
g y g g g , p g great taste of
the new Healthy Choice.
Social Media Objective: Following the four-phased approach to blogger engagement,
begin listening to bloggers and execute certain tactics to establish a baseline line
presence for the Healthy Choice brand By conducting a blogger audit we learned:
brand.
1.
1 All bloggers were open to hearing more from the brand
brand.
2. Almost all the bloggers had a neutral reaction to the products.
3. Healthy Choice could see more online activation by offering coupons
to bloggers.
4. Healthy Choice should identify an additional “vertical” of health,
fitness, weight-management
fitness weight management and professional bloggers. Healthy
bloggers
Choice could have a big impact within this space.
18. Healthy Choice Social Media Challenge
We learned that the Healthy Choice core consumer is actively engaged in
social media and were tasked with reaching them in this space.
Established
Healthy Choice
Twitter page
Established Sponsored
Healthy Choice
y Blog Posts
Facebook page
Used the new
Began listening Healthy Choice as a
platform to begin Hosted
to bl
t blogger Twitter Party
conversations meaningful
conversations
Became a fixture
in the social Attended two blog
media space conferences
Established strongg
blogger relationships
19. Healthy Choice Social Media Results
The program achieved:
•Twitter account: more than 1,400
followers & growing
•Increased Facebook fans
I dF b kf
•Secured more than 90 blog posts
•Encouraged trial by providing samples
and participated in one-on-one meetings
with bloggers at BlogHer Food and
BlogWorld & New Media Expo to listen,
learn and advance in building a group of
brand ambassadors
20. Sustained Engagement
Continuing the Healthy Choice Conversation
– Launched aggressive social media
campaign, including blogger
engagement, Twitter page and Parties,
Facebook and Blog Talk Radio.
– 1,000 Emmy House Parties, driving 3,000
comments prior to event
– @H l h Ch i attended the E
@Healthy_Choice d d h Emmy
Awards, delivering celebrity news and
show updates to consumers via Twitter &
Facebook
– Sampling & 1:1 blogger briefings - Blog
World New Media & BlogHer Food
19
21. Evaluation of Results
First, we listened to many bloggers because it’s what they want and what
other brand’s didn’t do… As a result, we have established a baseline
social media presence for Healthy Choice and began amassing a group
on online ambassadors
“For a company such as Healthy Choice from ConAgra Foods to be at a Social
Media conference to LISTEN to us bloggers, to learn from us bloggers, and to
learn more about the realm of social media in general is huge.”
g g
“I also met with the FANTASTIC folks at Healthy Choice during lunch. I was really
excited to provide my voice as to what I think is important in the products I buy and
what I look for. I LOVE that they are coming out with a REAL ingredient p
y g g product line
that has nothing artificial or added. I checked out the stats and you can recognize
every ingredient ~ What a HUGE improvement I look forward to checking them out!”
“BTW I just received an email just today about one of the winners stating what she got
for her Healthy Choice coupon and how over the world she was. This is one alliance I
would definitely love to keep.”
20