The document provides an overview of Bryan Owen's presentation on creating a successful social media marketing program in a corporate environment. The presentation discusses operationalizing social media for businesses, establishing a social media committee and community managers, training for community managers, different social media program models, and examples of Hershey Entertainment & Resorts' current social media efforts including for Hersheypark, the Hershey Bears, Dutch Wonderland, and a March Sweetness contest.
Megan and Shay wrote a report on how to use social media for advertising. They explain that identifying the target audience and choosing the best social media platform is important. Facebook, email and text messaging would be good options to reach people interested in athletic clothing brands. The report also notes that social media reaches more people all the time, including older demographics, but that direct advertising using a personal social network is more effective than display ads.
This document summarizes Hannah Dempsey's presentation on social listening. It introduces Hannah as the Director of Social Media at Jellyfish who has a passion for social listening. The presentation aims to provide an understanding of social listening processes and how to generate consumer insights and tailor marketing messages. It discusses monitoring digital conversations to understand customers, and provides examples of social listening data sources. Key aspects of successful consumer insight are identified as psychological reasons, drivers, unmet needs, barriers and decision making heuristics. An example of analyzing conversations around kitchens is provided. The presentation concludes with emphasizing the importance of tailored messaging that focuses on needs, addresses different purchase drivers, and allows people to visualize options.
In the Social Business Journal Volume 1, eighteen thought leaders share their insights on key topics on the road to social business success. Sign up to receive Volume 2 on the last slide. Enjoy!
Brands are spending more and more budget on social media marketing, but evaluating social ROI and performance can be tricky. What’s working well and what’s not, and what’s worth spending more time and money on? In most cases, these questions go unanswered, and it’s tough to know where to begin to improve your social media marketing strategy.
Whether you need to report and prove your social media ROI or want to have better control over your social strategy, you need to be tracking the right KPIs so you can report, analyze, and improve.
And this is exactly what this webinar will help you with.
In this webinar, you'll learn:
Benefits of tracking social media data and key metrics
How to choose the best metrics that suit your goals
How to track and analyze them
The best tools to do this with
Specific strategies to improve on the metrics you’re tracking
This document provides an overview of social media marketing basics. It discusses why businesses should use social media, the top social networks like Facebook, Twitter, LinkedIn and Pinterest, what types of content to post, and tips for getting started. The document recommends businesses start with creating a Facebook page, telling customers about their presence, posting a mix of entertaining, useful and business content on a regular schedule, and using tools to automate and monitor their social media efforts.
Hashtag Marketing Essential - How Facebook's implementation of Hashtag will c...Alicia Jones
Facebook introduced hashtags (#) in June 2013 to organize the 4.75 billion pieces of content shared on Facebook daily and surface conversations in Graph Search. Hashtags allow indexing of posts and discovery of brand, product, and location discussions. Marketers can now coordinate campaigns, track trends in real-time conversations, and join discussions at a scale not previously possible. In the future, Facebook may support hashtag targeting, promotion, and analytics to further help marketers understand and drive business objectives through social media conversations.
Content is the currency for building social relationships that can boost earned media. If you want to ensure your brand gets in the media, then become the media. Presentation from PRSA International Conference on evolving digital PR through content marketing by Lee Odden, CEO of TopRank Online Marketing.
Megan and Shay wrote a report on how to use social media for advertising. They explain that identifying the target audience and choosing the best social media platform is important. Facebook, email and text messaging would be good options to reach people interested in athletic clothing brands. The report also notes that social media reaches more people all the time, including older demographics, but that direct advertising using a personal social network is more effective than display ads.
This document summarizes Hannah Dempsey's presentation on social listening. It introduces Hannah as the Director of Social Media at Jellyfish who has a passion for social listening. The presentation aims to provide an understanding of social listening processes and how to generate consumer insights and tailor marketing messages. It discusses monitoring digital conversations to understand customers, and provides examples of social listening data sources. Key aspects of successful consumer insight are identified as psychological reasons, drivers, unmet needs, barriers and decision making heuristics. An example of analyzing conversations around kitchens is provided. The presentation concludes with emphasizing the importance of tailored messaging that focuses on needs, addresses different purchase drivers, and allows people to visualize options.
In the Social Business Journal Volume 1, eighteen thought leaders share their insights on key topics on the road to social business success. Sign up to receive Volume 2 on the last slide. Enjoy!
Brands are spending more and more budget on social media marketing, but evaluating social ROI and performance can be tricky. What’s working well and what’s not, and what’s worth spending more time and money on? In most cases, these questions go unanswered, and it’s tough to know where to begin to improve your social media marketing strategy.
Whether you need to report and prove your social media ROI or want to have better control over your social strategy, you need to be tracking the right KPIs so you can report, analyze, and improve.
And this is exactly what this webinar will help you with.
In this webinar, you'll learn:
Benefits of tracking social media data and key metrics
How to choose the best metrics that suit your goals
How to track and analyze them
The best tools to do this with
Specific strategies to improve on the metrics you’re tracking
This document provides an overview of social media marketing basics. It discusses why businesses should use social media, the top social networks like Facebook, Twitter, LinkedIn and Pinterest, what types of content to post, and tips for getting started. The document recommends businesses start with creating a Facebook page, telling customers about their presence, posting a mix of entertaining, useful and business content on a regular schedule, and using tools to automate and monitor their social media efforts.
Hashtag Marketing Essential - How Facebook's implementation of Hashtag will c...Alicia Jones
Facebook introduced hashtags (#) in June 2013 to organize the 4.75 billion pieces of content shared on Facebook daily and surface conversations in Graph Search. Hashtags allow indexing of posts and discovery of brand, product, and location discussions. Marketers can now coordinate campaigns, track trends in real-time conversations, and join discussions at a scale not previously possible. In the future, Facebook may support hashtag targeting, promotion, and analytics to further help marketers understand and drive business objectives through social media conversations.
Content is the currency for building social relationships that can boost earned media. If you want to ensure your brand gets in the media, then become the media. Presentation from PRSA International Conference on evolving digital PR through content marketing by Lee Odden, CEO of TopRank Online Marketing.
This document provides guidance on using social media for marketing purposes. It discusses the importance of creating engaging content to reach and convert target audiences. The content should foster interaction through articles, events, and questions. Both large and small organizations need to consider their audience when creating content. Conversations on social media are also important for building connections and addressing any negative comments. Metrics like likes, shares and link clicks can help measure the success of social media marketing efforts.
This presentation, presented by Rick Doran from R&A Marketing, will introduce and stress the importance of the new media on the overall marketing strategy retailers implement.
How to Communicate with Supporters Before, During and After a Fundraising EventConstant Contact
This webinar was created by Constant Contact and nonprofit expert John Haydon.
There has never been a more important time to master nonprofit fundraising. Nonprofits need to know how to craft a compelling pitch that tugs on the heartstrings and the purse strings. To do that effectively, you must know how to communicate with the right supporters at the right time before, during, and after fundraising events. We’ll show you how to do that in a more organized and efficient way.
This SlideShare will show you how email can help you stay in contact with your supporters when it matters most.
Presented to the Revere Chamber of Commerce.
In this seminar, you will learn:
The impact of social media on business - yes, it can be used for marketing!
Creative ideas for using social media to promote your business
Building a WordPress website is not like building the Field of Dreams. Just because you build it, does not necessarily mean that “they” will come. In order to build a following for your brand or business, you must engage your audience or target market. This stands true across the board for the average WordPress user as well as the developer. We’ll take a look at the importance of proper and timely engagement, as well as what the average WordPress user can utilize in order to create seamless and streamlined avenues for engagement, right now. We’ll also take it a step further and discuss what the average developer can implement in order to make engagement much easier for the users having the websites developed.
This document provides an overview of social media and why businesses should utilize it. It defines what social media is, lists common social media platforms, and discusses the benefits for businesses, including increasing relevant website traffic, engaging customers, and turning fans into sales. It recommends listening to customers, participating in conversations, giving them content to share, and using tools like blogs, YouTube, and Twitter to market a business and products. The document stresses integrating social media into the overall marketing strategy and being responsive, relevant, and transparent when engaging on platforms.
Don't miss out on the opportunity to hear Larry Kim's encore presentation from his TWICE SOLD OUT session at INBOUND! Larry will cover how to use unusual tips, strategies and process to get 10-100x more value from your paid campaigns!
During this webinar you’ll learn:
How to drive exponentially more traffic to your content
Convert 3-5x more of clicks into leads & sales – all for less than $50 per campaign
Critical insights into how the algorithm of Paid Social Media REALLY WORK
In order to make your social media marketing efforts more effective, here are some of the do’s and don'ts mentioned below.
Follow these tips to maximize your time and get the most out of your social media efforts.
What To Post on Social Media: Dressing Your Content For SuccessPagemodo
Never sure what to post on the 4 major social media networks? Check out these 5 Top Tips for posting on Facebook, Twitter, Pinterest and LinkedIn to increase engagement with the content shared by your small business.
The document discusses and compares social media platforms Topguest, Instagram, Facebook, and Expedia. It analyzes customer targeting, actions encouraged, appropriateness of incentives, likelihood of campaign success, and impact on social network nature. Topguest and Instagram target travelers and those who like to share photos to get more followers and user data. The incentives are deemed appropriate to reinforce loyalty and encourage information sharing. While campaigns may increase brand visibility and interest, commercial intentions are still apparent to users.
Personal branding is managing how one presents themselves to others and involves thinking of oneself as a brand. It involves optimizing one's online presence across social media platforms where people share photos, opinions, and updates. Building a strong personal brand through social media involves choosing expertise areas, maintaining a consistent online image and profile, regularly posting engaging content, and actively engaging with others in online communities. Privacy is also important to consider when establishing a personal brand online.
Football fan base growth strategy by e nitiate integrated solutionseNitiate
This document presents a fan base growth proposal for Bloemfontein Celtics football club. It outlines a two-step strategy: 1) Consolidation over 1-2 years through improved performances, social campaigns, fan engagement and communications; and 2) Expansion into key regions from year 2 onward. Key elements include leveraging all platforms to activate fans, running social responsibility initiatives, and outsourcing the fan base business to a partner to develop the supporter database and monetize it through merchandise and sponsorships. Roll-out would start with assessing the current status by end of December and providing recommendations by mid-January.
Building Killer Social Media Campaigns: GuidebookWahine Media
In the marketing world, campaigns are typicaly an initiative that has a start and an end. It may be long term or short term, but one important trait of a campaign is it has a specific goal in mind.
Social Media Campaigns can be in many forms, from contests to content, from sweepstakes to #hashtag submissions. This guide is designed to equip you with a checklist on what you should consider when running a campaign, and help inspire you to run the best campaign possible.
Integrate Social Media Into Sales Process PptDavid Cheek
This document outlines six steps for integrating social media into the sales process to fill the sales pipeline. The steps are: 1) selecting the right social media platforms to target your audience, 2) starting a blog, 3) creating profiles and pages on social networks like LinkedIn, SlideShare, YouTube, Facebook, and Twitter, 4) increasing use of press releases on social media, 5) promoting your social media channels, and 6) measuring success and making adjustments based on analytics. The goal is to build online credibility, generate leads, and increase sales through an integrated social media strategy.
Find one ideal customer and allow them to refer their friends and family to exponentially grow your reach. To do this effectively, make referrals easy, worthwhile, trackable, integrated across your owned media, and personalized for each new contact. This will engage your brand fans and help them amplify your brand through their own social networks.
How to Create a Successful #Hashtag Marketing CampaignTPG
The document provides guidance on creating a successful hashtag marketing campaign. It discusses defining hashtags and their use, doing research on target audiences, developing an effective strategy, and evaluating campaigns. Examples of successful campaigns include Nike's #MakeItCount to promote the Nike FuelBand and Florida Blue's #Floridaproud campaign. Unsuccessful examples include McDonald's #McDStories and Kenneth Cole's insensitive use of #Cairo during Egyptian uprisings. Key tips are to keep hashtags short and conversational while avoiding overuse or controversial topics. Campaigns should be evaluated based on hashtag volume, reposts, link visits, and replies.
Hashtag-Campaigns offer a fresh way to do photo-contests while solving many problems of oldschool Facebook Tab-Apps & offering additional benefits:
+ Design your campaign around a unique #hashtag!
+ Encourage your community to enter the campaign/competition by sharing on their preferred network!
+ Raise Brand awareness on multiple channels!
+ Sharing = mandatory = increased reach!
+ No App-Installation / Authorization
+ The community is organically spreading the message among their peers!
The document provides an overview of public relations strategies and tactics, including:
1) Public relations aims to help organizations build and maintain relationships with audiences through understanding their attitudes and values. It involves planned, deliberate two-way communication.
2) Effective public relations uses a variety of channels including social media to disseminate messages strategically to the right audiences at the right time.
3) Building relationships and achieving organizational goals through proper communication is the key to public relations success.
The document provides a social media strategy for the Make-A-Wish Foundation. It includes an audit of their current social media presence and objectives to increase engagement. The strategy outlines roles and guidelines for social media use as well as plans to measure the success of initiatives through analytics of follower growth and engagement on various platforms.
This document provides guidance on using social media for marketing purposes. It discusses the importance of creating engaging content to reach and convert target audiences. The content should foster interaction through articles, events, and questions. Both large and small organizations need to consider their audience when creating content. Conversations on social media are also important for building connections and addressing any negative comments. Metrics like likes, shares and link clicks can help measure the success of social media marketing efforts.
This presentation, presented by Rick Doran from R&A Marketing, will introduce and stress the importance of the new media on the overall marketing strategy retailers implement.
How to Communicate with Supporters Before, During and After a Fundraising EventConstant Contact
This webinar was created by Constant Contact and nonprofit expert John Haydon.
There has never been a more important time to master nonprofit fundraising. Nonprofits need to know how to craft a compelling pitch that tugs on the heartstrings and the purse strings. To do that effectively, you must know how to communicate with the right supporters at the right time before, during, and after fundraising events. We’ll show you how to do that in a more organized and efficient way.
This SlideShare will show you how email can help you stay in contact with your supporters when it matters most.
Presented to the Revere Chamber of Commerce.
In this seminar, you will learn:
The impact of social media on business - yes, it can be used for marketing!
Creative ideas for using social media to promote your business
Building a WordPress website is not like building the Field of Dreams. Just because you build it, does not necessarily mean that “they” will come. In order to build a following for your brand or business, you must engage your audience or target market. This stands true across the board for the average WordPress user as well as the developer. We’ll take a look at the importance of proper and timely engagement, as well as what the average WordPress user can utilize in order to create seamless and streamlined avenues for engagement, right now. We’ll also take it a step further and discuss what the average developer can implement in order to make engagement much easier for the users having the websites developed.
This document provides an overview of social media and why businesses should utilize it. It defines what social media is, lists common social media platforms, and discusses the benefits for businesses, including increasing relevant website traffic, engaging customers, and turning fans into sales. It recommends listening to customers, participating in conversations, giving them content to share, and using tools like blogs, YouTube, and Twitter to market a business and products. The document stresses integrating social media into the overall marketing strategy and being responsive, relevant, and transparent when engaging on platforms.
Don't miss out on the opportunity to hear Larry Kim's encore presentation from his TWICE SOLD OUT session at INBOUND! Larry will cover how to use unusual tips, strategies and process to get 10-100x more value from your paid campaigns!
During this webinar you’ll learn:
How to drive exponentially more traffic to your content
Convert 3-5x more of clicks into leads & sales – all for less than $50 per campaign
Critical insights into how the algorithm of Paid Social Media REALLY WORK
In order to make your social media marketing efforts more effective, here are some of the do’s and don'ts mentioned below.
Follow these tips to maximize your time and get the most out of your social media efforts.
What To Post on Social Media: Dressing Your Content For SuccessPagemodo
Never sure what to post on the 4 major social media networks? Check out these 5 Top Tips for posting on Facebook, Twitter, Pinterest and LinkedIn to increase engagement with the content shared by your small business.
The document discusses and compares social media platforms Topguest, Instagram, Facebook, and Expedia. It analyzes customer targeting, actions encouraged, appropriateness of incentives, likelihood of campaign success, and impact on social network nature. Topguest and Instagram target travelers and those who like to share photos to get more followers and user data. The incentives are deemed appropriate to reinforce loyalty and encourage information sharing. While campaigns may increase brand visibility and interest, commercial intentions are still apparent to users.
Personal branding is managing how one presents themselves to others and involves thinking of oneself as a brand. It involves optimizing one's online presence across social media platforms where people share photos, opinions, and updates. Building a strong personal brand through social media involves choosing expertise areas, maintaining a consistent online image and profile, regularly posting engaging content, and actively engaging with others in online communities. Privacy is also important to consider when establishing a personal brand online.
Football fan base growth strategy by e nitiate integrated solutionseNitiate
This document presents a fan base growth proposal for Bloemfontein Celtics football club. It outlines a two-step strategy: 1) Consolidation over 1-2 years through improved performances, social campaigns, fan engagement and communications; and 2) Expansion into key regions from year 2 onward. Key elements include leveraging all platforms to activate fans, running social responsibility initiatives, and outsourcing the fan base business to a partner to develop the supporter database and monetize it through merchandise and sponsorships. Roll-out would start with assessing the current status by end of December and providing recommendations by mid-January.
Building Killer Social Media Campaigns: GuidebookWahine Media
In the marketing world, campaigns are typicaly an initiative that has a start and an end. It may be long term or short term, but one important trait of a campaign is it has a specific goal in mind.
Social Media Campaigns can be in many forms, from contests to content, from sweepstakes to #hashtag submissions. This guide is designed to equip you with a checklist on what you should consider when running a campaign, and help inspire you to run the best campaign possible.
Integrate Social Media Into Sales Process PptDavid Cheek
This document outlines six steps for integrating social media into the sales process to fill the sales pipeline. The steps are: 1) selecting the right social media platforms to target your audience, 2) starting a blog, 3) creating profiles and pages on social networks like LinkedIn, SlideShare, YouTube, Facebook, and Twitter, 4) increasing use of press releases on social media, 5) promoting your social media channels, and 6) measuring success and making adjustments based on analytics. The goal is to build online credibility, generate leads, and increase sales through an integrated social media strategy.
Find one ideal customer and allow them to refer their friends and family to exponentially grow your reach. To do this effectively, make referrals easy, worthwhile, trackable, integrated across your owned media, and personalized for each new contact. This will engage your brand fans and help them amplify your brand through their own social networks.
How to Create a Successful #Hashtag Marketing CampaignTPG
The document provides guidance on creating a successful hashtag marketing campaign. It discusses defining hashtags and their use, doing research on target audiences, developing an effective strategy, and evaluating campaigns. Examples of successful campaigns include Nike's #MakeItCount to promote the Nike FuelBand and Florida Blue's #Floridaproud campaign. Unsuccessful examples include McDonald's #McDStories and Kenneth Cole's insensitive use of #Cairo during Egyptian uprisings. Key tips are to keep hashtags short and conversational while avoiding overuse or controversial topics. Campaigns should be evaluated based on hashtag volume, reposts, link visits, and replies.
Hashtag-Campaigns offer a fresh way to do photo-contests while solving many problems of oldschool Facebook Tab-Apps & offering additional benefits:
+ Design your campaign around a unique #hashtag!
+ Encourage your community to enter the campaign/competition by sharing on their preferred network!
+ Raise Brand awareness on multiple channels!
+ Sharing = mandatory = increased reach!
+ No App-Installation / Authorization
+ The community is organically spreading the message among their peers!
The document provides an overview of public relations strategies and tactics, including:
1) Public relations aims to help organizations build and maintain relationships with audiences through understanding their attitudes and values. It involves planned, deliberate two-way communication.
2) Effective public relations uses a variety of channels including social media to disseminate messages strategically to the right audiences at the right time.
3) Building relationships and achieving organizational goals through proper communication is the key to public relations success.
The document provides a social media strategy for the Make-A-Wish Foundation. It includes an audit of their current social media presence and objectives to increase engagement. The strategy outlines roles and guidelines for social media use as well as plans to measure the success of initiatives through analytics of follower growth and engagement on various platforms.
Trusted World Brand Awareness Plan - Elevate317Cody Aulidge
In the fall semester of 2017, I got to be a part of a lovely group of public relations students. Our assignment was to create a full PR campaign for our client, Trusted World.
To start this off, we even created our own “PR Firm” called Elevate317. This comes from Colossians 3:17 where it says, “And whatever you do, whether in word or deed, do it all in the name of the Lord Jesus, giving thanks to God the Father through him.” Our aim was to ELEVATE our client to a whole new level while keeping God in the center of everything we do. That’s where we get the continual arrow throughout our logo and book design.
To create this campaign, we did A LOT of research. This included secondary research, creating and evaluating surveys, doing in-depth interviews and holding two focus groups. And in the end, we’ve used EVERYTHING we’ve learned as PR students to create this campaign.
While I did participate in the group research, when it came to finalizing our campaign, I focused more on the design of our campaign book. I won’t take full credit for the design… Pinterest helped HEAVILY! But this final book is totally inspired by our client, our campaign, and our hopes of a good grade!
To finish it all off, we had the opportunity to present the campaign to our professor and he loved it.
Many long hours, frustrated screaming, stress, several roadblocks, anxiety medication, snacks, and delirious dancing have gone into this campaign. Couldn’t have done it without the wonderful group that has become such great friends of mine.
Tasha Hines-Porch has over 2 years of experience managing Sony's social media channels including Facebook, Twitter, YouTube, and Foursquare, growing their combined online community to over 1 million users. She helped launch successful social media programs that increased fan engagement and growth across Sony's channels. Hines-Porch also helped develop Sony's social media strategy, training employees and analyzing metrics to stay current on trends.
Storytelling and social media - your talent engagement toolkitUniversum Global
Kat Lynn, Associate Director Marketing & Communications, and Amelia Pardieu, Head of Digital Media, share how to use social media and storytelling to effectively boost your brand presence and communicate with talent in a meaningful way.
Champaign County Chamber Social Media 101 & 201 PresentationsShane Haggerty
This document provides an overview of social media marketing strategies presented at a Chamber of Commerce workshop. It discusses using Facebook, Twitter, YouTube and blogging to engage customers and build brands. Key points include using photos and video on Facebook, listening on Twitter, creating YouTube videos, and maintaining blogs for long-form content. The workshop also covers developing human business teams by involving customers and employees on social media.
These days, engagement on Facebook is an essential marketing tool. It helps grow businesses – fast! In fact, 80% of social network users prefer to connect to businesses through Facebook. In this presentation we’ll share examples of successful Facebook marketing, as well as:
- How to create the right content for your business
- Facebook best practices
- Paid Facebook marketing (DIY v. DIFM)
To learn more about social media and Facebook marketing, please visit https://ww.deluxe.com/small-business/social-media/marketing
PR 2.0 refers to using new media and online/interactive techniques for public relations. The document discusses various PR 2.0 methods like viral marketing, buzz marketing, beta testing with opinion leaders, and using brand advocates. It provides examples like how Google used beta testing and word-of-mouth to grow Gmail users, and how a provocative Agent Provocateur video spread virally. Tools for PR 2.0 implementation include blogs, social networks, videos, podcasting, emails and more. The document proposes using a case study about an RJ to illustrate applying these PR 2.0 methods and tools.
This document provides an overview of social marketing strategies and best practices. It includes the following sections:
- An introduction that discusses the changing media landscape and importance of social media engagement.
- Chapters on developing a social marketing strategy, key social media platforms, building an engaged fan base, managing social communities, measuring success, and case studies.
- Contributor articles from industry experts on topics like using social media to tell brand stories and writing effective tweets.
The document is intended to help marketers develop a strategic "playbook" for incorporating social media into their overall marketing approach in order to directly engage with customers.
Developing a foundation for a successful social marketing program requires actively observing customers' social media behaviors, online discussions related to your brand, and your competitors' social media activities. Understanding how customers engage across social platforms and what they say about your brand can inform your strategy. Specifically, identifying influential customers who spread messages through social sharing can multiply the impact of your programs. Listening before diving into social media ensures opportunities are understood.
Developing a foundation for a successful social marketing program requires actively observing customers' social media behaviors, online discussions related to your brand, and your competitors' social media activities. Understanding how customers engage across social platforms and what they say about your brand can inform your strategy. Specifically, identifying influential customers who spread messages through social networks can multiply the impact of your programs. Listening before diving into social media ensures opportunities are understood.
Developing a foundation for a successful social marketing program requires actively observing customers' social media behaviors, online discussions related to your brand, and your competitors' social media activities. Understanding how customers engage across social platforms and what they say about your brand can inform your strategy. Specifically, identifying influential customers who spread messages through social networks can multiply the impact of your programs. Listening online provides real-time insights into customer sentiment that help optimize marketing efforts.
Using Social Media to Enhance Customer RelationsD.j. Heckes
DJ Heckes, CEO of EXHIB-IT! Tradeshow Marketing Experts and FullBRAIN Marketing teaches us how to listen, learn and engage with our customers and enhance customer relations using social media.
Developing a successful social marketing program starts with observing customers' social media behaviors, online conversations related to the brand, and competitors' activities. Marketers should actively listen and learn before engaging to understand opportunities. Specifically, they should analyze customers' social media participation levels, identify influential users, understand discussion topics and sentiment, and note where conversations are happening. This groundwork helps inform a strategic and effective social approach.
Using Social Media To Enhnce Customer RelationsEXHIB-IT!
The document discusses how companies can use social media to engage customers. It provides tips on listening to customers, developing a customer-focused culture, and becoming a customer-focused company. It also discusses how to use metrics to analyze social media data and manage online reputation. The goal is to help companies interact with customers and better understand their needs through various social media channels.
Using Social Media Analytics - Social Media Week Dubai March 2017Umar khan
Business use social media channels to connect with customers, to answer questions, and to just "be there" for their community. How do they know if social media channel is successful, and they are meeting their goals? Most social media channels have analytics or insights that help figure this out. Let's explore analytics for different social media channels and explains what businesses should track and why. Also, what it takes to create a strong and sustainable social media presence, including successes and bummers.
Like building a house, you want a solid foundation for your social media marketing efforts. This deck provides a high level look at what parts of the foundation you should have before just jumping in. A strong emphasis is on social media is not a stand alone strategy or tactic!
Just when you think you’ve mastered social media… along comes UGC, the “visual web” and SnapChat. We explore practical tips on how to adapt 6 key social media trends.
This document is a presentation about social media success and turning social media engagement into profits. It discusses why social media is important, provides tips for developing a social media strategy, and outlines the key platforms of Facebook, Twitter, LinkedIn, and YouTube. It emphasizes listening to customers, adding value through contributions, and focusing on quality over sales. The presentation encourages non-profits and small businesses to take advantage of opportunities through social media.
1. Creating Order
Out of Chaos
Building A Successful
Social Media Marketing
Program in a Corporate
Environment
Bryan Owen
Hershey Entertainment &
Resorts
22. “Social media extends the
Hershey experience online
to build relationships with
our guests.”
- Milton S. Hershey
* Paraphrased with significant
creative license
40. 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.
41. The Laws of Engagement
#2
Brand + Channels = Revenue
The more channels customers use to
interact with us, the more likely they
are to buy.
42. The Laws of Engagement #3
Brand + time + channels = Advocates
Guests who spend more time with us
become advocates and influencers.
43. 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).
52. The Role of Social Media
1) Empower others to market for us
53. The Role of Social Media
1) Empower others to market for us
2) Serve our guests
54. The Role of Social Media
1) Empower others to market for us
2) Serve our guests
3) Build deeper relationships
55. 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
56. 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
68. 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
70. 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
72. 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
76. “ Conversations among the
“
members of your marketplace
happen whether you like it or
not. Good marketing
encourages the right sort of
conversations.”
- Seth Godin
80. PROBATION PERIOD
•6 - 12 Weeks (typically)
•Tight collaboration (SMC + CM)
•Specific goals and milestones
•Marketing plan
•Defined commitment
81. 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
87. Park on
Objectives are to build relationships
with Hersheypark fans and drive
business to the park.
88. 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.
89. 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)
92. 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.
93. 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.
95. Bears on
Objectives are to generate excitement
for Bears games and enabling word-
of-mouth marketing.
96. Bears on
Objectives are to generate excitement
for Bears games and enabling word-
of-mouth marketing.
Videos include game footage and
produced, promotional material.
97. 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
103. March Sweetness on
Objective is to encourage
participation in the contest
through social media.
104. 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.
105. 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.
106. 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.
Editor's Notes
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.
First I’ll introduce myself. My name is Bryan Owen and I am the Director of Creative Services and Interactive Marketing for Hershey Entertainment & Resorts. It’s a very long title but basically it means I’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.
I’m here to talk about social media
I’m here to talk about social media. But I’m not here to talk about the latest social trends, coolest gadgets or web platforms, or even super successful campaigns (although I’ll mention a few), I’m here to talk about what I call [slide]
The operationalization of social media. I may have made that up, but I think it summarizes the topic. [slide]
Now I know that doesn’t sound exciting, but for those of us who work for bigger companies it should be. Because it’s essentially the way we activate social media within our companies. It’s how we address the million dollar question [slide]
We all know that social media has tremendous potential. The fact that it’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?
The puzzle gets increasingly complicated as the size and scope of the company grows.
We certainly have not solved this puzzle, but I’m here to share our story of how we’ve been putting the pieces together at Hershey-- hopefully some of what we’ve learned will be valuable to those of you facing similar challenges.
Before I tell you our story, I’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
Our businesses have a lot in common. We have common goals and are all focused on delivering amazing and unique family experiences. But they’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.
This diversity brings some unique challenges to creating an overall social media program in a company like ours.
Before I tell you our story, I’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
Our businesses have a lot in common. We have common goals and are all focused on delivering amazing and unique family experiences. But they’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.
This diversity brings some unique challenges to creating an overall social media program in a company like ours.
Before I tell you our story, I’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
Our businesses have a lot in common. We have common goals and are all focused on delivering amazing and unique family experiences. But they’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.
This diversity brings some unique challenges to creating an overall social media program in a company like ours.
Before I tell you our story, I’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
Our businesses have a lot in common. We have common goals and are all focused on delivering amazing and unique family experiences. But they’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.
This diversity brings some unique challenges to creating an overall social media program in a company like ours.
Before I tell you our story, I’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
Our businesses have a lot in common. We have common goals and are all focused on delivering amazing and unique family experiences. But they’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.
This diversity brings some unique challenges to creating an overall social media program in a company like ours.
Before I tell you our story, I’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
Our businesses have a lot in common. We have common goals and are all focused on delivering amazing and unique family experiences. But they’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.
This diversity brings some unique challenges to creating an overall social media program in a company like ours.
Before I tell you our story, I’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
Our businesses have a lot in common. We have common goals and are all focused on delivering amazing and unique family experiences. But they’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.
This diversity brings some unique challenges to creating an overall social media program in a company like ours.
Before I tell you our story, I’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
Our businesses have a lot in common. We have common goals and are all focused on delivering amazing and unique family experiences. But they’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.
This diversity brings some unique challenges to creating an overall social media program in a company like ours.
Before I tell you our story, I’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
Our businesses have a lot in common. We have common goals and are all focused on delivering amazing and unique family experiences. But they’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.
This diversity brings some unique challenges to creating an overall social media program in a company like ours.
Before I tell you our story, I’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
Our businesses have a lot in common. We have common goals and are all focused on delivering amazing and unique family experiences. But they’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.
This diversity brings some unique challenges to creating an overall social media program in a company like ours.
Before I tell you our story, I’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
Our businesses have a lot in common. We have common goals and are all focused on delivering amazing and unique family experiences. But they’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.
This diversity brings some unique challenges to creating an overall social media program in a company like ours.
Before I tell you our story, I’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
Our businesses have a lot in common. We have common goals and are all focused on delivering amazing and unique family experiences. But they’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.
This diversity brings some unique challenges to creating an overall social media program in a company like ours.
Before I tell you our story, I’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
Our businesses have a lot in common. We have common goals and are all focused on delivering amazing and unique family experiences. But they’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.
This diversity brings some unique challenges to creating an overall social media program in a company like ours.
Before I tell you our story, I’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
Our businesses have a lot in common. We have common goals and are all focused on delivering amazing and unique family experiences. But they’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.
This diversity brings some unique challenges to creating an overall social media program in a company like ours.
Before I tell you our story, I’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
Our businesses have a lot in common. We have common goals and are all focused on delivering amazing and unique family experiences. But they’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.
This diversity brings some unique challenges to creating an overall social media program in a company like ours.
Before I tell you our story, I’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
Our businesses have a lot in common. We have common goals and are all focused on delivering amazing and unique family experiences. But they’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.
This diversity brings some unique challenges to creating an overall social media program in a company like ours.
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.
Social media demands a few things from companies that most organizations don’t have in their DNA. So there are a few predictable ways I’ve seen people and organizations respond to this challenge.
Well, here’s one response. We can pretend it’s not happening because that seems safer. So we do nothing.
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’t work and make it very hard to get the ball rolling.
Or we get overwhelmed. We hear about this social media revolution and we don’t understand it. It’s analysis paralysis in it’s most intense form-- and since we don’t know where to start...we don’t.
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.
This was our approach, and to get started we did what companies do best....
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.
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.
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.
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.
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.
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.
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.
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.
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.
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:
1. Simplify the problem.
2. Sell the Vision.
3. Align the strategy
4. Empower projects
5. Reduce the risk
We turned this into a presentation and shared it across the company.
I’ll walk through how we addressed each of these.
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.
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’s becoming more of an ecosystem than ever.
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.
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.
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.
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.
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.
The first step we defined in social media was listening.
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.
2. Talk. Establish a presence in the appropriate social media outlets and regurgitate your existing content (but inject some personality).
Use social media as a way to spread your message.
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.
Nearly $1M in revenue
200+ Social Media referrals
4. Engage. Start to have conversations with others. Build relationships.
5. Activate. Create campaigns and promotions that you can only do on social media. Use the unique characteristics of this medium.
DD has 1.5M fans
Encourage their “advocates” to post photos of themselves using their products
Get rewarded with prizes and a spot on their profile pic
Know their brand, their customer, and social media trends
Tapped into the meme of “social media fatigue” (too invasive, too much)
Created an app where you select 10 friends to “sacrifice” (unfriend), and you get rewarded with a free whopper.
Was too popular, they had to discontinue it (but still did some good branding with their statements).
The next task was selling the vision to a diverse audience. [slide]
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.
We explained it in two ways:
There are ways to directly influence the bottom line...and ways that are not so direct. We talked about both.
We started with the easy one, the direct path.
There are ways to directly influence the bottom line...and ways that are not so direct. We talked about both.
We started with the easy one, the direct path.
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).
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.
I found a simple and clear way to talk about this indirect path called the Laws of Engagement, of which there are four. They’re hard to argue and help walk us down a logical path to organizational value.
As discussed earlier, it’s important that we choose the right channels or our time is wasted.
We know WOM marketing is the most effective and efficient. It’s also the hardest to do-- but social media provides a fertile ground for discovering and nurturing these folks.
Social media even reaches beyond social media into search.
So that’s all great and theoretical, but are our customers active in social media.
The point is it’s no longer possible to say that your audience is on social media. You just need to do some research to make your case.
Next we turned to alignment.
We came up with a short list of goals for social media that tied to our broader company objectives.
- Every project we run must serve one or more of these objectives.
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).
2. Serve our guests. Companies like Zappos.com are great examples of the power of customer service through social media.
3. Build deeper relationships. Following the laws of engagement, this impacts affinity and ultimately the bottom line.
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.
5. Reach new audiences. There are people out there who don’t see our billboards, tv ads, or radio.
We agreed on and published this list.
- Every project we run must serve one or more of these objectives.
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).
2. Serve our guests. Companies like Zappos.com are great examples of the power of customer service through social media.
3. Build deeper relationships. Following the laws of engagement, this impacts affinity and ultimately the bottom line.
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.
5. Reach new audiences. There are people out there who don’t see our billboards, tv ads, or radio.
We agreed on and published this list.
- Every project we run must serve one or more of these objectives.
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).
2. Serve our guests. Companies like Zappos.com are great examples of the power of customer service through social media.
3. Build deeper relationships. Following the laws of engagement, this impacts affinity and ultimately the bottom line.
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.
5. Reach new audiences. There are people out there who don’t see our billboards, tv ads, or radio.
We agreed on and published this list.
- Every project we run must serve one or more of these objectives.
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).
2. Serve our guests. Companies like Zappos.com are great examples of the power of customer service through social media.
3. Build deeper relationships. Following the laws of engagement, this impacts affinity and ultimately the bottom line.
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.
5. Reach new audiences. There are people out there who don’t see our billboards, tv ads, or radio.
We agreed on and published this list.
- Every project we run must serve one or more of these objectives.
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).
2. Serve our guests. Companies like Zappos.com are great examples of the power of customer service through social media.
3. Build deeper relationships. Following the laws of engagement, this impacts affinity and ultimately the bottom line.
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.
5. Reach new audiences. There are people out there who don’t see our billboards, tv ads, or radio.
We agreed on and published this list.
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: “it’s frightening”. “But”, he said, “we’re willing to try it.”
A big part of risk mitigation in social media is preventing people from saying something stupid. It’s about conversations.
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: “it’s frightening”. “But”, he said, “we’re willing to try it.”
A big part of risk mitigation in social media is preventing people from saying something stupid. It’s about conversations.
Example: Hersheypark FB pages bash for pay one price Candylane, community advocates
This is the model we chose, and we found an easy way to explain it to everyone that formed the core of our program.
Although the concept of a franchise doesn’t map exactly to our program, there are several characteristics that we feel make it a good model to use because it’s a paradigm that people are familiar (and comfortable) with.
Although the concept of a franchise doesn’t map exactly to our program, there are several characteristics that we feel make it a good model to use because it’s a paradigm that people are familiar (and comfortable) with.
Although the concept of a franchise doesn’t map exactly to our program, there are several characteristics that we feel make it a good model to use because it’s a paradigm that people are familiar (and comfortable) with.
Although the concept of a franchise doesn’t map exactly to our program, there are several characteristics that we feel make it a good model to use because it’s a paradigm that people are familiar (and comfortable) with.
Although the concept of a franchise doesn’t map exactly to our program, there are several characteristics that we feel make it a good model to use because it’s a paradigm that people are familiar (and comfortable) with.
There were four major elements to this model.
It’s all about empowerment (grease the wheels)
Think A/B how this ties into the corporate values (own, inpsire...)
It’s all about empowerment (grease the wheels)
Think A/B how this ties into the corporate values (own, inpsire...)
Our program also includes a 3 hour training session for all participants.
The 1-pager is really the only piece of documentation we use. It addresses things like:
1. Commanders Intent (guiding principle)
2. Elevator pitch
3. Goals and Metrics
4. Key Stakeholders
5. Promotional Plan
6. Schedule
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: “it’s frightening”. “But”, he said, “we’re willing to try it.”
A big part of risk mitigation in social media is preventing people from saying something stupid. It’s about conversations.
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: “it’s frightening”. “But”, he said, “we’re willing to try it.”
A big part of risk mitigation in social media is preventing people from saying something stupid. It’s about conversations.
I like this quote because it says two things: 1) that it’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.
Unfortunately we can’t always trust the judgement of every one of our employees, but we also can’t sit over their shoulder when they’re talking with customers.
For anything that falls into category 3, we ask participants to respond immediately but never make promises or admit blame.
Recognize that the guest feels something is not right.
Empathize with them, understanding they are not happy.
Escalate the problem to the appropriate person
Do not admit fault or promise a solution (unless you know it will be delivered)
We’ve also built one final piece of protection into our system.
Recognize that the guest feels something is not right.
Empathize with them, understanding they are not happy.
Escalate the problem to the appropriate person
Do not admit fault or promise a solution (unless you know it will be delivered)
We’ve also built one final piece of protection into our system.
Recognize that the guest feels something is not right.
Empathize with them, understanding they are not happy.
Escalate the problem to the appropriate person
Do not admit fault or promise a solution (unless you know it will be delivered)
We’ve also built one final piece of protection into our system.
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.
- 85K + “Engaged” fans (FB, Twitter, etc.)
- 600k video views
- Destination Twitter and Blog: HPHitsTheRoad
- Mention that the destination and “Resorts” category cover multiple properties.
Note that bears are leveraging all three well (twitter, FB, YouTube)
Note that bears are leveraging all three well (twitter, FB, YouTube)
Note that bears are leveraging all three well (twitter, FB, YouTube)