Social Media Overview for PA Association Focus Group

1. WHAT IS SOCIAL MEDIA?2. WHY SHOULD I CARE?3. WHAT CAN WE DO?

WHO ARE YOU?

THE OVERWHELMED

YOU’RE NOT ALONE

1. WHAT IS SOCIAL MEDIA?2. WHY SHOULD I CARE?3. WHAT CAN WE DO?

http://www.youtube.com/watch?v=fpMZbT1tx2o

1. WHAT IS SOCIAL MEDIA?2. WHY SHOULD I CARE?3. WHAT CAN WE DO?

SOCIAL MEDIA IS BIG(and growing)

A Few Key Takeaways

YOUR CUSTOMERS ARE THERE

A Few Key Takeaways

SOCIAL MEDIA IS FAST

A Few Key Takeaways

1,000 FANS

A Few Key Takeaways

130 FRIENDS126 FOLLOWERS

= 256,000 IMPRESSIONS

3M VIEWS IN 10 DAYS11+ MILLION TOTAL

(or $400k+ worth of ads)

SOCIAL MEDIA IS UBIQUITOUS

A Few Key Takeaways

“Going forward, [social channels] will be the primary way companies interact with their

customers and future customers. ... Your whole enterprise should care, not just

marketing...when you go across the enterprise and look at the different functions, every one

of them should have a seat at the table.“

Ed Moran, Director of Product Innovation at Deliotte

SOCIAL MEDIA HAS AN ROI

A Few Key Takeaways

VS.

THE LAWS OF ENGAGEMENT

Brand + Time = RevenueThe more time a consumer spends

with your brand and your products, the more likely they are to buy.

#1

Brand + Channels = RevenueThe more channels customers use to interact with us, the more likely they

are to buy. (We need to be wherever they are)

#2

Brand + time + channels = AdvocatesCustomers who spend more time with us become advocates and

influencers. People listen to friends more than they listen to us.

#3

The exponential search factorSocial media has a great influence

on how our sites rank in search results (over 1/3 of traffic comes

from organic search).

#4

WHAT’S YOUR POINT?

1. WHAT IS SOCIAL MEDIA?2. WHY SHOULD I CARE?3. WHAT CAN WE DO?

ACTIVATEENGAGEINTEGRATETALKLISTEN

ACTIVATEENGAGEINTEGRATETALKLISTEN

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ACTIVATEENGAGEINTEGRATETALKLISTEN

ACTIVATEENGAGEINTEGRATETALKLISTEN

KEY PLATFORMS (and how to use them)

• Manage a fan page to build a network of “Friends of the Organization”.

• Social Ads to target niche communities for specific campaigns.

• Seed interesting content (video in particular) to increase reach.

• Add a “Like” button to tie the two communities.

• Use hangouts for focus groups, small webinars, and remote meetings.

• Add “+1” buttons to support organic search

• Distribute segmented content to reach new audiences and connect with existing.

• Set up groups to build a community of experts

• Recruit great people

• Become “discoverable” by sharing content as a Subject Matter Expert (and consider a blog)

• Listen in on conversations about your company and industry.

• Become a subject-matter expert to build a reputation and authority.

• Build a network to get news, events, and messages out quickly.

• Serve customers or members.

• Create and distribute content to existing photo and video communities.

• Build branded pages to increase your online presence.

• Build relationships with individuals and groups with shared interests.

Go forth and be social.

BRYAN OWENbfowen@hersheypa.comtwitter.com/bryanowen