Social Media for DeCA Senior Leadership by Eric Schwartzman

Fort Lee, VA May 19, 2015

Agenda

!  Business Case Social Media

!  What Makes Social Media Different?

!  Integrated Digital Communications

!  DeCA Social Media Strategy

Salt Lake Olympics

Britney Spears

My Background

Star Wars 30th Anniversary

Pussycat Dolls Academy Awards

Public Relations

News Cycles

Photo by Olivander

Scoring Ink

A funny thing happened….

Source: Paper Cuts

Source: Paper Cuts

A funny thing happened….

Source: Paper Cuts

A funny thing happened….

Source: Paper Cuts

A funny thing happened….

Source: Paper Cuts

A funny thing happened….

Source: Paper Cuts

39,806 fewer reporters to

pitch…!

A funny thing happened….

Source: Paper Cuts

A funny thing happened….

How Bad Did It Get?

Social Media Town

What I Learned…

Coke Integrating Digital

Rise of the Unofficial Spokesperson

What You Say vs. What You Do

Whopper Big Mac Subway

Control vs. Credibility

Like or Not, They’re Sharing

Customer as Spokesperson

Democratic Communications

Shaping Public Opinion

No Secrets

Value of Social Media

Person-to-Person

Brochures

Paid

Search

Earned

Social Networks

!  Recorded and Stored

!  Discoverable through Search

!  Shareable through Social

Value of Social Media

Value of Social Media

Case Study: http://www.ontherecordpodcast.com/chatter

Value of Social Media

Value of Social Media

Markets are Local

Organizational Communications

Destination Website Twitter &

Linkedin YouTube &

SlideShare

•  News Media •  CGM

•  Activists •  Prospects •  Customers

Operational Framework for Social Media

Whole Foods

Kroger

Social Media is Different

sources: Social Bakers & Edelman

Reach is a Factor of Engagement

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

Demand Side Marketing

An Avalanche. Not a Firehose.

Social Media Communications

Policy

Standards Tools

Sharing/Reporting

Training

Social Media Communications

Policy

Standards Tools

Sharing/Reporting

Training

Social Media Communications

Policy

Standards Tools

Sharing/Reporting

Training

Brand Ambassadors

Social Media Communications

Policy

Standards Tools

Sharing/Reporting

Training

Risk Management & Compliance

It’s the Law

Social Media Communications

Policy

Standards Tools

Sharing/Reporting

Training

Web Gets Easy

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

How Will You Get Through the Filter?

Source: Sit or Squat

search review filter share

Ease of Use

Homeland Embassy

Embassy

Embassy

Embassy

176M

58M 79M 260K Monthly Unique Visitors

159M

Proximity: Homeland-Embassy Strategy

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

DeCA Social Media Strategy

Social Media"

Mobile Media"

Local Media"

Welcome to the Revolution

Revolutionary Aristocrat Eisner Lassiter

Thank You

Eric Schwartzman

+1 (310) 463-4026