Riding the Social Media Wave

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From Strategy to Engagement: How Omaha Steaks is Riding the Social Media WaveIn 2011, after having invested hundreds of thousands dollars, return on investment will determine the success of campaigns. How can strategic monitoring become the driver of the new data-driven company?

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RIDING THE SOCIAL MEDIA WAVEOmaha SteaksCheryl HoltzenDirector of Inbound Sales & Consumer Services

Jamie ToledoCustomer Care Manager

Confidential further distribution or printing of this document is strictly prohibited without permissionConfidential further distribution or printing of this document is strictly prohibited without permissionConfidential further distribution or printing of this document is strictly prohibited without permissionOmaha Steaks Company BackgroundOmaha 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

Confidential further distribution or printing of this document is strictly prohibited without permissionConfidential further distribution or printing of this document is strictly prohibited without permissionConfidential further distribution or printing of this document is strictly prohibited without permissionOmaha Steaks Social MediaCast

Todd Simon, OwnerBeth WeissPR DirectorTawny SchatzImprovement AnalystJamie Toledo Customer Care ManagerCheryl Holtzen Director CS & IN SalesVickie Hagen VP of Marketing

Confidential further distribution or printing of this document is strictly prohibited without permissionConfidential further distribution or printing of this document is strictly prohibited without permissionConfidential further distribution or printing of this document is strictly prohibited without permissionSocial Media Cast Dave LinkSocial Media SpecialistCustomer Care Engagement Team

Confidential further distribution or printing of this document is strictly prohibited without permissionConfidential further distribution or printing of this document is strictly prohibited without permissionSocial Media. In the beginningOnce 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 link

Confidential further distribution or printing of this document is strictly prohibited without permissionConfidential further distribution or printing of this document is strictly prohibited without permissionConfidential further distribution or printing of this document is strictly prohibited without permissionOmaha Steaks Social Media Timeline

Summer 2008 began Social Media monitoring & trackingEarly 2009 soft launch of FB siteJune 2009 Customer Care begins engagingAugust 2009 Customer Care figures out how to really engageSeptember 2009 Omaha Steaks creates an integrated Social Media StrategyOctober 2009 Customer Care begins using Radian6November 2009 Relaunch FB/launch Company twitterJuly 2010 Company Blog bring currentConfidential further distribution or printing of this document is strictly prohibited without permissionConfidential further distribution or printing of this document is strictly prohibited without permissionOmaha Steaks Social Media JourneyListen to whats being said about your brandLearn and UnderstandCreate a Cross-functional teamIntegrated Social Media StrategyProcess Owner and Responsible PartiesAgency PartnerCommunicate Clear Goals and ObjectivesExecuteMeasure and Revise

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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

AgencyPR Social Media Process OwnerMarketing/BrandsCustomer CareMarketing/BrandsWhile the process is owned by PR, Social Media is about engaging and understanding our customer community

Case StudyConfidential further distribution or printing of this document is strictly prohibited without permissionConfidential further distribution or printing of this document is strictly prohibited without permissionMajority of buzz has been positive

PromotionsGiftsSteaks

Sometimes we make mistakesConfidential further distribution or printing of this document is strictly prohibited without permission9Customer Service is Customer Service regardless of where its being provided

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Gained understanding that we cant control this

Omaha Steaks Pays to link its product to heart attack.Confidential further distribution or printing of this document is strictly prohibited without permissionConfidential further distribution or printing of this document is strictly prohibited without permission11Cant Control This

ProfJonathan: Cant make this up: the @cnnbrk e-mail re:Cheneys 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 Steakspdxstaffing: @ByronBeck RE: omaha steaks add -- too funny. wrong. but funny!Confidential further distribution or printing of this document is strictly prohibited without permissionConfidential further distribution or printing of this document is strictly prohibited without permissionLady GagaAt it AgainBegan 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.

Confidential further distribution or printing of this document is strictly prohibited without permissionConfidential further distribution or printing of this document is strictly prohibited without permission13Omaha SteaksSeptember 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

Confidential further distribution or printing of this document is strictly prohibited without permissionConfidential further distribution or printing of this document is strictly prohibited without permission14Omaha Steaks Joins Celebrity ApprenticeThe Crazy Good Season

Starring..

Confidential further distribution or printing of this document is strictly prohibited without permissionConfidential further distribution or printing of this document is strictly prohibited without permissionDate Comment CountsTop KeywordsMar 6-7: 25,059 postsCelebrity, Apprentice, David, CassidyMar 13-14: 17,309 postsCelebrity, Apprentice, Lisa, Rinna, starMar 20-21: 12,105 postsCelebrity, ApprenticeMar 27-28: 17,887 postsCelebrity, ApprenticeApril 3-4:13,805 postsCelebrity, Apprentice, meltdown, meatloaf, busey, gary

Apprentice Overview and InfluencersConfidential further distribution or printing of this document is strictly prohibited without permissionConfidential further distribution or printing of this document is strictly prohibited without permission16Celebrity Apprentice and Omaha Steaks

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Confidential further distribution or printing of this document is strictly prohibited without permissionConfidential further distribution or printing of this document is strictly prohibited without permission18Tips on when to engage

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

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Engagement GuidelinesSource: http://www.slideshare.net/maniactive/social-media-response-flow-chartConfidential further distribution or printing of this document is strictly prohibited without permissionConfidential further distribution or printing of this document is strictly prohibited without permissionFTC ComplianceKnow the Dos and Donts of the Law

Document policies and procedures regarding the Social Media conduct of employees, bloggers, etc.Monitor the activities of employees and bloggersDocument violations and disciplinary actionsKeep recordsConfidential further distribution or printing of this document is strictly prohibited without permissionConfidential further distribution or printing of this document is strictly prohibited without permissionFTC GuidelinesExample : A college student who has earned a reputation as a video game expertmaintains a personal weblog or blog where he posts entries about his gamingexperiences. Readers of his blog frequently seek his opinions about video game hardwareand software. As it has done in the past, the manufacturer of a newly released video gamesystem sends the student a free copy of the system and asks him to write about it on hisblog. He tests the new gaming system and writes a favorable review. Because his review isdisseminated via a form of consumer-generated media in which his relationship to theadvertiser is not inherently obvious, readers are unlikely to know that he has received thevideo game system free of charge in exchange for his review of the product, and given thevalue of the video game system, this fact likely would materially affect the credibility theyattach to his endorsement. Accordingly, the blogger should clearly and conspicuouslydisclose that he received the gaming system free of charge. The manufacturer shouldadvise him at the time it provides the gaming system that this connection should bedisclosed, and it should have procedures in place to try to monitor his postings forcompliance.http://www.ftc.gov/os/2009/10/091005revisedendorsementguides.pdf

Confidential further distribution or printing of this document is strictly prohibited without permissionConfidential further distribution or printing of this document is strictly prohibited without permissionEmployee ComplianceFacebook 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

Confidential further distribution or printing of this document is strictly prohibited without permissionConfidential further distribution or printing of this document is strictly prohibited without permissionFinal Thoughts.Get StartedBe AuthenticAct/Speak Like a Real PersonAllow Your Community To Answer QuestionsIntegrate Social Media as a Service and Consumer Insights ChannelPost a High Level Public ResponseCreate Social Media Q & A

Confidential further distribution or printing of this document is strictly prohibited without permissionConfidential further distribution or printing of this document is strictly prohibited without permissionThank You!Jamie ToledoJamieT@omahasteaks.com @omahasteaksjamiCustomer Service Manager(402) 597-8356

Cheryl HoltzenCherylh@omahasteaks.com@omahasteakscherDirector of Inbound Sales & Consumer ServicesOmaha Steaks(402)-597-8320

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