deca tier one training for senior leadership
TRANSCRIPT
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Social Media for DeCA Senior Leadership by Eric Schwartzman
Fort Lee, VA May 19, 2015
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Agenda
! Business Case Social Media
! What Makes Social Media Different?
! Integrated Digital Communications
! DeCA Social Media Strategy
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Salt Lake Olympics
Britney Spears
My Background
Star Wars 30th Anniversary
Pussycat Dolls Academy Awards
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Public Relations
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News Cycles
Photo by Olivander
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Scoring Ink
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A funny thing happened….
Source: Paper Cuts
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Source: Paper Cuts
A funny thing happened….
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Source: Paper Cuts
A funny thing happened….
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Source: Paper Cuts
A funny thing happened….
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Source: Paper Cuts
A funny thing happened….
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Source: Paper Cuts
39,806 fewer reporters to
pitch…!
A funny thing happened….
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Source: Paper Cuts
A funny thing happened….
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How Bad Did It Get?
Social Media Town
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What I Learned…
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Coke Integrating Digital
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Rise of the Unofficial Spokesperson
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What You Say vs. What You Do
Whopper Big Mac Subway
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Control vs. Credibility
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Like or Not, They’re Sharing
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Customer as Spokesperson
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Democratic Communications
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Shaping Public Opinion
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No Secrets
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Value of Social Media
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Person-to-Person
Brochures
Paid
Search
Earned
Social Networks
! Recorded and Stored
! Discoverable through Search
! Shareable through Social
Value of Social Media
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Value of Social Media
Case Study: http://www.ontherecordpodcast.com/chatter
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Value of Social Media
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Value of Social Media
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Markets are Local
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Organizational Communications
Destination Website Twitter &
Linkedin YouTube &
SlideShare
• News Media • CGM
• Activists • Prospects • Customers
Operational Framework for Social Media
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Whole Foods
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Kroger
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Social Media is Different
sources: Social Bakers & Edelman
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Reach is a Factor of Engagement
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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
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Demand Side Marketing
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An Avalanche. Not a Firehose.
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Social Media Communications
Policy
Standards Tools
Sharing/Reporting
Training
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Social Media Communications
Policy
Standards Tools
Sharing/Reporting
Training
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Social Media Communications
Policy
Standards Tools
Sharing/Reporting
Training
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Brand Ambassadors
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Social Media Communications
Policy
Standards Tools
Sharing/Reporting
Training
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Risk Management & Compliance
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It’s the Law
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Social Media Communications
Policy
Standards Tools
Sharing/Reporting
Training
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Web Gets Easy
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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
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How Will You Get Through the Filter?
Source: Sit or Squat
search review filter share
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Ease of Use
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Homeland Embassy
Embassy
Embassy
Embassy
176M
58M 79M 260K Monthly Unique Visitors
159M
Proximity: Homeland-Embassy Strategy
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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
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DeCA Social Media Strategy
Social Media"
Mobile Media"
Local Media"
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Welcome to the Revolution
Revolutionary Aristocrat Eisner Lassiter
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Thank You
Eric Schwartzman
+1 (310) 463-4026