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

4. WHO ARE YOU?

7. THE OVERWHELMED

10. YOU RE NOT ALONE

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

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

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

16. A Few Key Takeaways
SOCIAL MEDIA IS BIG
(and growing)

18. A Few Key Takeaways
YOUR CUSTOMERS ARE THERE

19. A Few Key Takeaways
SOCIAL MEDIA IS FAST

20. A Few Key Takeaways
1,000 FANS
130 FRIENDS
126 FOLLOWERS
= 256,000 IMPRESSIONS

22. 3M VIEWS IN 10 DAYS
11+ MILLION TOTAL
(or $400k+ worth of ads)

23. A Few Key Takeaways
SOCIAL MEDIA IS UBIQUITOUS

24. “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

25. A Few Key Takeaways
SOCIAL MEDIA HAS AN ROI

26. VS.

28. THE LAWS OF ENGAGEMENT

29. #1
Brand + Time = Revenue
The more time a consumer spends
with your brand and your products,
the more likely they are to buy.

30. #2
Brand + Channels = Revenue
The more channels customers use to
interact with us, the more likely they
are to buy. (We need to be
wherever they are)

31. #3
Brand + time + channels = Advocates
Customers who spend more time
with us become advocates and
influencers. People listen to friends
more than they listen to us.

32. #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).

33. WHAT S YOUR POINT?

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

36. ACTIVATE
ENGAGE
INTEGRATE
TALK
LISTEN

37. ACTIVATE
ENGAGE
INTEGRATE
TALK
LISTEN

38. ACTIVATE
ENGAGE
INTEGRATE
TALK
LISTEN

42. ACTIVATE
ENGAGE
INTEGRATE
TALK
LISTEN

43. ACTIVATE
ENGAGE
INTEGRATE
TALK
LISTEN

47. KEY PLATFORMS
(and how to use them)

49. • 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.

51. • Add “+1” buttons to support organic
search
• Use hangouts for focus groups, small
webinars, and remote meetings.
• Distribute segmented content to reach
new audiences and connect with
existing.

53. • Recruit great people
• Set up groups to build a community of
experts
• Become “discoverable” by sharing
content as a Subject Matter Expert (and
consider a blog)

55. • 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.

56. • 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.

57. Go forth and be social.
BRYAN OWEN
bfowen@hersheypa.com
twitter.com/bryanowen