WORKSHEETS FOR SOCIAL MEDIA WORKSHOPS A collection of worksheets for social media workshops to foster a thorough understanding of social media and develop first activities for brands. Created by The Main - a strategy consulting firm for digital marketing based in Hamburg, Germany.

THE MAIN

THE PATHWAY PUZZLE CHOOSE A CASE, EXPLAIN WHAT IT MAKES SO SPECIAL AND PLACE IT WITHIN THE CONSUMER PATHWAY

THE MAIN

SOCIAL PLUG ‘N‘ PLAY CHOOSE A PATHWAY STAGE, DESCRIBE YOUR CURRENT MARKETING ACTIVITIES & DISCUSS HOW SOCIAL MEDIA COULD OFFER SUPPORT

EXERCISE #2: SOCIAL PLUG ’N’ PLAY

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WHICH MARKETING ACTIVITIES ARE IN PLACE OR PLANNED?

WHICH SOCIAL MEDIA MARKETING CHANNELS & ACTIVITIES CAN SUPPORT THE MARKETING MIX IN THIS SPECIFIC STAGE? (Use the Social Media Marketing wheel to chose & keep questions to consider in mind)

WHAT ARE THE STRENGHTS OF YOUR CHOSEN CHANNELS & ACTIVITIES? (e.g. Easy to apply, channel already set up, highly relevant for target group, etc.)

Ή� Are customers using this specific channel?

Ή� What are they expecting in this specific channel?

Ή� Why is the channel/activity/ idea relevant for our customers?

Ή� What would you tell about the brand and products?

Ή� Are there interdependencies or interplays with other marketing channels/activities?

Ή� Is this specific channel/activity ongoing or limited in time?

Ή� Is the activity serving rather the brand or the product?

Ή� Which brand-user interactions are possible?

Ή� Which user-to-user interactions are possible?

Ή� How do you differentiate from competitor brands?

QUESTIONS TO CONSIDER

Name(s) of stage(s)

THE MAIN

ROADMAP FILL IN YOUR MARKET, DEFINE YOUR OVERALL OBJECTIVES AND DEFINE STEPS HOW TO REACH YOUR OBJECTIVES EXERCISE #3: ROADMAP WORKSHEET

Define relevant Social Media channels by analyzing

Consumer Behavior

Social Media /Mobile Touchpoints

Competitor Social Media Marketing

Data (Web, Customer-Database, Buzz, etc.)

_________________________

Set up & implement: Monitoring

Ongoing Data Tracking

Data Evaluation & Interpretation

Reporting & Optimization

_________________________

Set up a Social Media Strategy Brand Communication & Campaign Planning

Channel & Channel-Interplay Strategy

Content & Issue Management Strategy

Social Media “Media” Strategy

KPIs & Scorecard

_________________________

Set up and implement: Internal and external Processes

(with users, suppliers, etc.)

Approvals, Policies & Guidelines

Content & Platform

Issue Management

Monitoring & Reporting

Data-Operation (Media, Web, Social Media, Database)

_________________________Develop creative Concepts for: Content

Platforms

Tools & Apps

Creatives

_________________________

Train, hire and integrate: Community Management

Amplification Management (Key Influencer Manager)

Data Analysis

Content Production/Editor

Tracking & Data Evaluation /Analyst

_________________________

Develop, produce & implement: Content

Advertising Media

Platform Set-Up

Apps, Tools, Widgets, etc.

_________________________

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NEXT STEP #5

NEXT STEP #4

NEXT STEP #3

NEXT STEP #2

NEXT STEP #1

THE MAIN GMBH Holstentwiete 15 D-22763 Hamburg +49 (0) 40 29 81 20 77 40 info@themain.de