Download - Riding the Social Media Wave

RIDING THE SOCIAL MEDIA WAVE

Omaha Steaks

Cheryl HoltzenDirector of Inbound Sales & Consumer Services

Jamie ToledoCustomer Care Manager

Confidential – further distribution or printing of this

document is strictly prohibited without permission

Omaha Steaks Company

Background

Omaha Steaks manufactures, markets and distributes a wide variety of premium

steaks, red meats and other gourmet foods. These products are custom cut and

packaged to serve the needs of our various markets. We are a family business and

have been since our founding in 1917.

Markets nationwide and overseas include mail order, online, telesales, food service

and retail stores



Omaha Steaks Social Media

Cast

Todd Simon, Owner

Beth Weiss

PR Director

Tawny Schatz

Improvement Analyst

Jamie Toledo

Customer Care Manager

Cheryl Holtzen

Director CS & IN Sales

Vickie Hagen

VP of Marketing



http://www.facebook.com/album.php?profile=1&id=100000178627102



Social Media Cast

Dave Link

Social Media Specialist

Customer Care

Engagement Team

Social Media…. In the beginning

Once upon a time in a

land not so far away, a

Company was struggling

with how to enter the

wondrous world of Social

Media.

Insert linkConfidential – further distribution or printing of this


Omaha Steaks Social Media Timeline

•Summer 2008 began Social Media monitoring &

tracking

•Early 2009 soft launch of FB site

•June 2009 Customer Care begins engaging

•August 2009 Customer Care figures out how to really

engage

•September 2009 Omaha Steaks creates an integrated

Social Media Strategy

•October 2009 Customer Care begins using Radian6

•November 2009 Relaunch FB/launch Company twitter

•July 2010 Company Blog

bring currentConfidential – further distribution or printing of this


Omaha Steaks Social Media Journey

• Listen to what’s being said about your brand

• Learn and Understand

• Create a Cross-functional team

– Integrated Social Media Strategy

– Process Owner and Responsible Parties

– Agency Partner

• Communicate Clear Goals and Objectives

• Execute

• Measure and Revise

Create Content

Table Talk

Conversation Starters

Special, shareable

offers (less frequent)

Monitor/Listen

What does our

community care about

How can we improve

our support of our

community

Engage &

Respond

Brand image

Service

Personality

Report

Identify topic trends

Find key influencers

Analyze the

conversation

Agency

PR – Social Media Process Owner

Marketing/Brands

Customer Care

Marketing/Brands

While the process is owned by PR, Social Media is about engaging and understanding our customer community

Case Study

Majority of buzz has been positive

Promotions

Gifts

Steaks

Sometimes we

make mistakes…

Customer Service is Customer Service regardless of where it’s being provided

Gained understanding that we can’t control this…

Omaha Steaks Pays to link it’s product to heart

attack….



Can’t Control This…

ProfJonathan: Can’t make this up: the @cnnbrk

e-mail re:Cheney’s chest pains had ad for Omaha

Steaks.

mitasein: RT @ByronBeck: "Former VP Cheney hospitalized after experiencing chest pains."

Now comes best part. @CNN News Bulletin included ad for Omaha Steaks

pdxstaffing: @ByronBeck RE: omaha steaks add -- too funny.

wrong. but funny!



http://twitter.com/account/profile_image/mitdasein?hreflang=en

http://twitter.com/account/profile_image/pdxstaffing?hreflang=en

http://twitter.com/account/profile_image/ProfJonathan?hreflang=en



Lady Gaga…At it Again

Began March 21st

@badbanana: Lady

Gaga's birthday is

Sunday. I sent her a box

of omaha steaks thinking

she could make an outfit

out of them.



Omaha Steaks

September 14th

The singer collected eight

awards while wearing the

Franc Fernandez-

designed outfit, complete

with boots, purse and a

hat made from cuts of

beef



Omaha Steaks Joins Celebrity Apprentice

The “Crazy Good” Season

Starring…..



Date Comment Counts Top Keywords

Mar 6-7: 25,059 posts Celebrity, Apprentice, David,

Cassidy

Mar 13-14: 17,309 posts Celebrity, Apprentice, Lisa, Rinna,

star

Mar 20-21: 12,105 posts Celebrity, Apprentice

Mar 27-28: 17,887 posts Celebrity, Apprentice

April 3-4: 13,805 posts Celebrity, Apprentice, meltdown,

meatloaf, busey, gary

Apprentice

Overview

and

Influencers



Celebrity Apprentice and Omaha Steaks

Tips on when to engage…

And keep your Company from being fined and your employees from being fired…



Engagement Guidelines

Source: http://www.slideshare.net/maniactive/social-media-response-flow-chart

FTC Compliance

Know the Do’s and Don’ts of the Law

1. Document policies and procedures regarding the Social

Media conduct of employees, bloggers, etc.

2. Monitor the activities of employees and bloggers

3. Document violations and disciplinary actions

4. Keep records



FTC Guidelines

Example : A college student who has earned a reputation as a video game expert

maintains a personal weblog or “blog” where he posts entries about his gaming

experiences. Readers of his blog frequently seek his opinions about video game hardware

and software. As it has done in the past, the manufacturer of a newly released video game

system sends the student a free copy of the system and asks him to write about it on his

blog. He tests the new gaming system and writes a favorable review. Because his review is

disseminated via a form of consumer-generated media in which his relationship to the

advertiser is not inherently obvious, readers are unlikely to know that he has received the

video game system free of charge in exchange for his review of the product, and given the

value of the video game system, this fact likely would materially affect the credibility they

attach to his endorsement. Accordingly, the blogger should clearly and conspicuously

disclose that he received the gaming system free of charge. The manufacturer should

advise him at the time it provides the gaming system that this connection should be

disclosed, and it should have procedures in place to try to monitor his postings for

compliance.

http://www.ftc.gov/os/2009/10/091005revisedendorsementguides.pdf



Employee Compliance

Facebook post costs waitress her job

Online gripe is like standing on a corner with a sign, lawyer says.

A couple came in for lunch and stayed for three hours - forcing

her to work an hour past her quitting time.

And they left her a tip she thought was pretty measly - $5.

Johnson did what most folks who need a good rant do nowadays. When she got home, she went on Facebook. "Thanks for eating at Brixx," she wrote, "you cheap piece of ---- camper.“

…She was called in a day or two later, she says. Her manager showed her a copy of her Facebook comments and told her she was being fired for violating company policy against speaking disparagingly about customers.

http://www.charlotteobserver.com/2010/05/17/1440447/facebook-post-costs-waitress-her.html



Final Thoughts….

Get Started

Be Authentic

Act/Speak Like a Real Person

Allow Your Community To Answer Questions

Integrate Social Media as a Service and Consumer Insights Channel

Post a High Level Public Response

Create Social Media Q & A



Thank You!

Jamie [email protected]

@omahasteaksjamiCustomer Service Manager

(402) 597-8356

Cheryl [email protected]

@omahasteakscherDirector of Inbound Sales & Consumer Services

Omaha Steaks(402)-597-8320



Download - Riding the Social Media Wave

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