In his role at VML, Chad Martin leads the team that develops social strategy, content for platforms and community management for major brands including Sprint, Wendy’s, Gatorade, Kleenex and Major League Baseball Players Association. Prior to VML, Martin worked with and developed social efforts for Shaquille O’Neal, Dwayne “The Rock” Johnson, WWE, UFC, Hilton Hotels, Doubletree Hotels and FOX Sports at Digital Royalty. Martin has developed a specific strategy for brands beginning with business objectives and working thorough all parts of social from developing the voice, to content creation, to community engagement and then to measurement. Social media efforts at VML have won brand teams many awards including Cannes Gold Lions and have even been credited for raising stock prices. Martin is currently the project leader for VML's institutional fellowship at the Donald W. Reynolds Journalism Institute.

1. LET’S BE
SOCIAL!

2. OUTLINE:
•ROLE OF SOCIAL
•SOCIAL VOICE
•CONTENT BUCKETS
•PLATFORMS
•IMAGE GUIDELINES
•CONTENT
CALENDAR
•AGILITY
•COMPETITIVE SET
•INFLUENCERS
•COMMUNITY
MANAGEMENT
•MEASUREMENT

3. ROLE OF SOCIAL:
•BUILD ON MAIN OUTLET
•DRIVE TO DOT COM
•STAND ALONE
•SHARE OF VOICE

4. SOCIAL VOICE:
•DECIDE WHO THE OUTLET WOULD BE
IF IT WERE A PERSON
•THE PUBLIC WANTS TO KNOW WHO AND
HOW THEY WILL BE ENGAGED WITH
•CONSIDER AUDIENCE BUT DECIDE BEST WAY
TO PRESENT CONTENT

5. CONTENT PILLARS:
•+/-5 EMOTIONAL CONNECTIONS YOU
CAN MAKE WITH COMMUNITY

6. THE RIGHT TOOL FOR THE JOB:
•WHAT PLATFORM SHOULD WE ENGAGE IN?
•LET’S PICK 1 OR 2 TO WIN IN
•NOT WHAT HAS BEEN DONE TO DATE BUT
WHERE TARGET AUDIENCE IS ALREADY
ENGAGED

7. CONTENT CALENDAR:
•LAYOUT PLATFORMS AND CONTENT IN
LITERAL CALENDAR
•USE CONTENT BUCKETS AND IMPORTANT
POINTS ON CALENDAR AS BASE
•3-4 WEEKS AT A TIME

8. AGILITY:
•IS IT POST WORTHY?
•DETERMINE DECISION PROCESS
•REAL TIME VS. TIMELY VS. WATER COOLER

9. IMAGE GUIDELINES:
•THIS IS WHAT EVERY IMAGE SHOULD BE
•CONSIDER CAPABILITIES

10. COMPETITIVE SET:
•LITERAL COMPETITORS
•SECONDARY
•LOOK AT “CRUSH BRANDS”

11. INFLUENCERS:
•WHO ARE THEY?
•ANCHORS
•REPORTERS
•COMMUNITY INFLUENCERS
•THOUGHT LEADERS

12. COMMUNITY MANAGEMENT:
•USE DETERMINED VOICE
•BE HUMAN
•ENGAGE ON A REGULAR BASIS
•PERSONALIZE THE MESSAGE
•WORK WITH INSIGHTS FOR SHORT AND
LONG-TERM OBSERVATIONS

13. MEASUREMENT:
•MORE FOLLOWERS/FANS
•HIGHER ENGAGEMENT
•INCREASED SENTIMENT
•SHARE OF VOICE IN CATEGORY
•TIMING

14. @chadm