Understand the fundamentals of the use of social media for retail sales, marketing and customer service in this briefing on the different functions, features and benefits of digital communications for business. Attendees will learn: • How other grocery chains are using social media • Formulas for improving existing business processes • Crisis prevention and risk management strategies • Role of keyword and search engine optimization Join us for this fast-paced session and learn why social media has become a mainstream communications channel for Millennials and Boomers.

1. Social Media for DeCA Senior Leadership
by Eric Schwartzman
Fort Lee, VA
May 19, 2015

2. Agenda
! Business Case Social Media
! What Makes Social Media Different?
! Integrated Digital Communications
! DeCA Social Media Strategy

3. Salt Lake Olympics
Britney Spears
My Background
Star Wars 30th Anniversary
Pussycat Dolls
Academy Awards

4. Public Relations

5. News Cycles
Photo by Olivander

6. Scoring Ink

7. A funny thing happened….
Source: Paper Cuts

8. Source: Paper Cuts
A funny thing happened….

9. Source: Paper Cuts
A funny thing happened….

10. Source: Paper Cuts
A funny thing happened….

11. Source: Paper Cuts
A funny thing happened….

12. Source: Paper Cuts
39,806 fewer
reporters to
pitch…!
A funny thing happened….

13. Source: Paper Cuts
A funny thing happened….

14. How Bad Did It Get?
Social Media Town

17. What I Learned…

18. Coke Integrating Digital

19. Rise of the Unofficial Spokesperson

20. What You Say vs. What You Do
Whopper Big Mac Subway

21. Control vs. Credibility

22. Like or Not, They’re Sharing

23. Customer as Spokesperson

24. Democratic Communications

25. Shaping Public Opinion

26. No Secrets

27. Value of Social Media

28. Person-to-Person
Brochures
Paid
Search
Earned
Social Networks
! Recorded
and Stored
! Discoverable
through
Search
! Shareable
through
Social
Value of Social Media

29. Value of Social Media
Case Study: http://www.ontherecordpodcast.com/chatter

30. Value of Social Media

31. Value of Social Media

32. Markets are Local

33. Organizational
Communications
Destination Website
Twitter &
Linkedin
YouTube &
SlideShare
• News Media
• CGM
• Activists
• Prospects
• Customers
Operational Framework for Social Media

34. Whole Foods

35. Kroger

36. Social Media is Different
sources: Social Bakers & Edelman

37. Reach is a Factor of Engagement

38. Law of the Few
2.5M Copies Sold
• Connectors – Have an extraordinary knack for making friends
and acquaintances. Build large networks
• Mavens – Information specialists. Start word-of-mouth
epidemics. Are almost pathologically helpful.
• Salesmen – Persuasive, charismatic with powerful negotiation
skills
DeCA
Social
Influencers
Shoppers
Law of the Few

39. Demand Side Marketing

40. An Avalanche. Not a Firehose.

41. Social Media Communications
Policy
Standards Tools
Sharing/
Reporting
Training

42. Social Media Communications
Policy
Standards Tools
Sharing/
Reporting
Training

43. Social Media Communications
Policy
Standards Tools
Sharing/
Reporting
Training

44. Brand Ambassadors

45. Social Media Communications
Policy
Standards Tools
Sharing/
Reporting
Training

46. Risk Management & Compliance

47. It’s the Law

48. Social Media Communications
Policy
Standards Tools
Sharing/
Reporting
Training

49. Web Gets Easy

50. Photo by Spackletoe
Online Communications Have to be Easy
• Content’s claim to the crown
• User experience shapes reputation
• Ease of use drives adoption
Evolution of Customer Experience
Usability Expert Jakob Nielsen on User Experience and Reputation

51. How Will You Get Through the Filter?
Source: Sit or Squat
search reviewfilter share

52. Ease of Use

53. HomelandEmbassy
Embassy
Embassy
Embassy
176M
58M79M
260K Monthly Unique Visitors
159M
Proximity: Homeland-Embassy Strategy

54. Proximity
"If we don't do
that at Dell.com,
it's going to be on
CNET or
somewhere,"
Michael Dell says.
"I'd rather have
that conversation
in my living room
than in somebody
else's."
http://www.cnnmon.ie/dell-value-prop

55. DeCA Social Media Strategy
Social
Media"
Mobile
Media"
Local
Media"

56. Welcome to the Revolution
Revolutionary
Aristocrat
Eisner
Lassiter

57. Thank You
Eric Schwartzman
+1 (310) 463-4026