The Social Landscape and Building your Social

Media Strategy

Workshop 1:

KATHY JACOBS

CallKathy for social media support, training, and consulting!

INTRODUCTION

Who is here today?

Social Media Landscape

What you will find depends on the lens you use

Social Media World

Circa 2010 by xkcd

(http://xkcd.com/802/)

What is out there?

Good places to start

• Microblogging

• Facebook

• Video

• Images

• Business

• Blogs

What about location based services?

Social media goals

• What do you want to do?• How much time will you spend doing it?• How frequently will you update?• What are the desired rewards?• Who will do it?• Who will pay for it?

Your turnStart answering the 6 goal questions. Don’t go for final answers, go for starting information. Work more on how will we decide than on what will we do.

Time limit: 10 minutes

BRANDING

Your Social Media Voice

Language

Response

VideoImages

ToneLength

IDENTIFY AUDIENCE

Your customer

Community Segments

Age

Gender

Economic issues

Customer history

Location

Interaction level

Online Personas

Your turn

Define one core community segment and one core online persona who will interact with that segment.

Time limit: 5 minutes

SOCIAL MEDIA CHANNELS

Remember this list?

• Twitter

• Facebook

• YouTube

• Flickr

• LinkedIn

• Blogs

Your turn

• Pick the three SMM channels you want to focus on to provide content.

• Pick the first three SMM channels you will be encouraging your community to be using.

• (The two sets may be the same, but make sure you know which you will use how.)

• Time limit: 5 minutes

OFFERS

What is the best thing to offer

Which ones go

with which channel

Which ones will pay off

What do your

customers want

Rules for making it social

• Make it sharable • Make it easy• Make it clear• Make it viral ready• Match the offer to the medium

Read everything by Andy SernovitzEspecially: http://www.damniwish.com/

Your turn

• Evaluate one offer you are already doing. Determine three ways you could make the offer more social. How would you spread the word? How would you get noticed? How would it be made viral-ready

• Time limit: 5 minutes

REAL LIFE INTERACTIONS

Handling good news

• Announce it directly or let people find it?• Press release issues• Multiple platforms mean multiple

announcements• Keep it clear and simple• Make sure the news is relevant to your

audience

Handling disasters

• Work fast

• Respond quickly

• Apologize

• Fix the problem

• Be personable

Utilize

common

sense!

Your turn

Pick a volunteer at your table. That company has just been bashed in a popular blog for ignoring user’s needs. What do you do?

Time limit 5 minutes

WRAP UP