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How to set a social media strategy.                    (An actual one. On paper. That you will do.)katie richman @espn_pro...
It used to be simple.         +
In 2012, social media is not simple. You must choose.                    That’s okay.
How to set a social media strategy.  Step 1: Find some time.Set a social strategy conference.     Smallest team possible.+...
How to set a social media strategy.Step 2: Identify your target.+         +                +      +    It’s a big social u...
How to set a social media strategy.Step 2: Identify your target.+         +                 +     +       Who’s your target?
How to set a social media strategy.Step 2: Identify your target. With              social, we talk to:                  Wo...
How to set a social media strategy.   Step 3: Do a content check.Does your organization produce any             content?Ph...
How to set a social media strategy. Step 3: Do a content check. Any media assets from the past?- Archival photography. (ev...
How to set a social media strategy.       Step 3: Do a content check.If you don’t produce content, do you want to learn?  ...
How to set a social media strategy.Step 4: Target + Media Assets. Mix.   +            +               +       +         YO...
2012 Social Media Who’s WhoPLATFORM           WHAT            USERS   FEMALES   AVG AGE     MEDIA           BEST FOR      ...
Five things we’ve learned.
Women + Social Media: What We’ve Learned                   #1. Women are MOBILE FIRST.           Start with your mobile en...
Women + Social Media: What We’ve Learned          #2. Expand your definition of CONTENTIf this gets HALF A MILLION LIKES, w...
Women + Social Media: What We’ve Learned              #3. Expand your definition of CONTENT            Here’s our          ...
Women + Social Media: What We’ve Learned#4. YOU are your own core demo. If you wouldn’t share it, don’t post it.          ...
Women + Social Media: What We’ve LearnedWOULD YOU SHARE THIS?
Women + Social Media: What We’ve LearnedWOULD YOU SHARE THIS?
Women + Social Media: What We’ve LearnedWOULD YOU SHARE THIS?
Women + Social Media: What We’ve LearnedWOULD YOU SHARE THIS?
Women + Social Media: What We’ve LearnedWOULD YOU SHARE THIS?
Women + Social Media: What We’ve LearnedWOULD YOU SHARE THIS?
Women + Social Media: What We’ve Learned                     #5. IMAGES. Images. And images.                            20...
Women + Social Media: What We’ve Learned#5. IMAGES. Images. And images.                     Don’t have a beautiful        ...
Women + Social Media: What We’ve Learned#5. IMAGES. Images. And images.                         Don’t have a beautiful    ...
Women + Social Media: What We’ve Learned         #5. IMAGES. Images. And images.                                 Take pict...
Women + Social Media: What We’ve Learned                 #5. IMAGES. Images. And images.      logo      hereDraw something...
Women + Social Media: What We’ve Learned       This is the dorm room of one of our Facebook fans.Plastered the walls with ...
GLOBAL SPORTS MENTORING PROGRAM            Social Media Workshop         Thoughts? Questions?     Resources? Help on next ...
Come find me anytime. about.me/katierichman    twitter.com/espn_prodgirl    linkedin.com/in/katierichman
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How to Set a Social Media Strategy (a real one. on paper. that you will actually use.)

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  • \n
  • - But first, a little bit about who we are and what espnW is. \n- Intro me, Marly, titles. Here with Heather Burns, one of our lead espnW.com site editors. \n- My background: Brands pre-social, XG, live event production start social, cross-espn social, came on to espnW to manage social strat & accts.\n- espnW started as a true startup w/in espn. team of 6. partnerships, retreat, editorial plans/research, our facebook/twitter launched prior to blog.\n- we also simultaneously came in to work with the espn hs team on the espn hs girl presence, building that social platform from the ground up as well. so really became a juggling act. lots of brands, lots of things starting at once. \n\n
  • - But first, a little bit about who we are and what espnW is. \n- Intro me, Marly, titles. Here with Heather Burns, one of our lead espnW.com site editors. \n- My background: Brands pre-social, XG, live event production start social, cross-espn social, came on to espnW to manage social strat & accts.\n- espnW started as a true startup w/in espn. team of 6. partnerships, retreat, editorial plans/research, our facebook/twitter launched prior to blog.\n- we also simultaneously came in to work with the espn hs team on the espn hs girl presence, building that social platform from the ground up as well. so really became a juggling act. lots of brands, lots of things starting at once. \n\n
  • Whether you are already keeping up 10 social accounts or currently have none, I always do this for any brand I’m helping. \nLook at calendars. Set this up like you would any conference. We did this at the start of espnW. Include any very core teammates--BUT keep as VERY small as poss. 2-3 max. \n\nHave on hand: blank paper, markers or pencils or whatever, a computer with an internet connection for research (only--no email or work). and no phones!\n\n
  • Whether you are already keeping up 10 social accounts or currently have none, I always do this for any brand I’m helping. \nLook at calendars. Set this up like you would any conference. We did this at the start of espnW. Include any very core teammates--BUT keep as VERY small as poss. 2-3 max. \n\nHave on hand: blank paper, markers or pencils or whatever, a computer with an internet connection for research (only--no email or work). and no phones!\n\n
  • Whether you are already keeping up 10 social accounts or currently have none, I always do this for any brand I’m helping. \nLook at calendars. Set this up like you would any conference. We did this at the start of espnW. Include any very core teammates--BUT keep as VERY small as poss. 2-3 max. \n\nHave on hand: blank paper, markers or pencils or whatever, a computer with an internet connection for research (only--no email or work). and no phones!\n\n
  • Whether you are already keeping up 10 social accounts or currently have none, I always do this for any brand I’m helping. \nLook at calendars. Set this up like you would any conference. We did this at the start of espnW. Include any very core teammates--BUT keep as VERY small as poss. 2-3 max. \n\nHave on hand: blank paper, markers or pencils or whatever, a computer with an internet connection for research (only--no email or work). and no phones!\n\n
  • Whether you are already keeping up 10 social accounts or currently have none, I always do this for any brand I’m helping. \nLook at calendars. Set this up like you would any conference. We did this at the start of espnW. Include any very core teammates--BUT keep as VERY small as poss. 2-3 max. \n\nHave on hand: blank paper, markers or pencils or whatever, a computer with an internet connection for research (only--no email or work). and no phones!\n\n
  • Whether you are already keeping up 10 social accounts or currently have none, I always do this for any brand I’m helping. \nLook at calendars. Set this up like you would any conference. We did this at the start of espnW. Include any very core teammates--BUT keep as VERY small as poss. 2-3 max. \n\nHave on hand: blank paper, markers or pencils or whatever, a computer with an internet connection for research (only--no email or work). and no phones!\n\n
  • Whether you are already keeping up 10 social accounts or currently have none, I always do this for any brand I’m helping. \nLook at calendars. Set this up like you would any conference. We did this at the start of espnW. Include any very core teammates--BUT keep as VERY small as poss. 2-3 max. \n\nHave on hand: blank paper, markers or pencils or whatever, a computer with an internet connection for research (only--no email or work). and no phones!\n\n
  • Whether you are already keeping up 10 social accounts or currently have none, I always do this for any brand I’m helping. \nLook at calendars. Set this up like you would any conference. We did this at the start of espnW. Include any very core teammates--BUT keep as VERY small as poss. 2-3 max. \n\nHave on hand: blank paper, markers or pencils or whatever, a computer with an internet connection for research (only--no email or work). and no phones!\n\n
  • - But first, a little bit about who we are and what espnW is. \n- Intro me, Marly, titles. Here with Heather Burns, one of our lead espnW.com site editors. \n- My background: Brands pre-social, XG, live event production start social, cross-espn social, came on to espnW to manage social strat & accts.\n- espnW started as a true startup w/in espn. team of 6. partnerships, retreat, editorial plans/research, our facebook/twitter launched prior to blog.\n- we also simultaneously came in to work with the espn hs team on the espn hs girl presence, building that social platform from the ground up as well. so really became a juggling act. lots of brands, lots of things starting at once. \n\n
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  • Transcript of "How to Set a Social Media Strategy (a real one. on paper. that you will actually use.)"

    1. 1. How to set a social media strategy. (An actual one. On paper. That you will do.)katie richman @espn_prodgirl
    2. 2. It used to be simple. +
    3. 3. In 2012, social media is not simple. You must choose. That’s okay.
    4. 4. How to set a social media strategy. Step 1: Find some time.Set a social strategy conference. Smallest team possible.+ + + + + + +
    5. 5. How to set a social media strategy.Step 2: Identify your target.+ + + + It’s a big social universe.
    6. 6. How to set a social media strategy.Step 2: Identify your target.+ + + + Who’s your target?
    7. 7. How to set a social media strategy.Step 2: Identify your target. With social, we talk to: Women. Generally older than high school.+ + + Fans of men’s & women’s sports. + Athletes. Serious about fitness. Who follow pro athletes, on- & off- field. Who dig the intersection of sports & culture. Not the “mommy blogger” category* Women that CROSS OVER. “Athlete” is central to her identity.Yet she’s a part of lots of other communities.
    8. 8. How to set a social media strategy. Step 3: Do a content check.Does your organization produce any content?Photography:Personal. Professional. Event galleries.Mobile shots taken by you. + + + +Video:Mobile video. Instructional. Action.Text:Blog. Guest posts. Local news articles.Other:Mixed media? Podcasts? List it all. (Do you like doing it? Food for thought.)
    9. 9. How to set a social media strategy. Step 3: Do a content check. Any media assets from the past?- Archival photography. (even prints)-+Athletes, were you ever in a + + mag? +- Articles written. Org articles saved.- Archive from an old blog.- Past podcasts, interviews, livestreams.- Instructional videos, etc.It doesn’t have to be new.Social loves repackaged & relaunched.
    10. 10. How to set a social media strategy. Step 3: Do a content check.If you don’t produce content, do you want to learn? + + + + Your team should be HONEST on resources, aptitude and interest. NO is okay.
    11. 11. How to set a social media strategy.Step 4: Target + Media Assets. Mix. + + + + YOUR SOCIAL MEDIA TARGET + CONTENT YOU HAVE & CAN MAKE = WHERE TO SINK YOUR TIME IN SOCIAL.
    12. 12. 2012 Social Media Who’s WhoPLATFORM WHAT USERS FEMALES AVG AGE MEDIA BEST FOR Text, Photo, Everyone.Facebook Brand pages. 901M+ 60% F 41 Video, Audio See Users! Everyone. Twitter Micro-blogging. 555M+ 60% F 37 Text Ease of use + growth Video bloggers, Video posting & YouTube 800M 50% F <18 Video athletes, trainers. sharing channels. Post archival video. Hard to say. Google Google’s version of Text, Photo, ‘counting’ logged- Google+ 170M 37% F n/a Facebook Video, Audio in users of products. Simple multimedia 50M Text, Photo, Fashion. Young. Tumblr 63% F 35 & social blog tool. blogs Video, Audio Photo-centric. Fashion, apparel. Browse & pin Pinterest 12M 79% F 40 Photo All things visual & photos. motivational. Mobile photo All things visual.Instagram 80M 53% F <35 Photo Phototography. sharing Text, Photo, Career networking. LinkedIn Career networking. 150M 42% F 44 Recruiting. Video, Audio Locations whereFoursquare Mobile check-ins 23M 40% F n/a Data, Photo users can check in. As of July 2012
    13. 13. Five things we’ve learned.
    14. 14. Women + Social Media: What We’ve Learned #1. Women are MOBILE FIRST. Start with your mobile end-user in mind always.If your end-user is the woman with the earbuds, what comes into play?
    15. 15. Women + Social Media: What We’ve Learned #2. Expand your definition of CONTENTIf this gets HALF A MILLION LIKES, we have redefined “content.” Anyone can do this.
    16. 16. Women + Social Media: What We’ve Learned #3. Expand your definition of CONTENT Here’s our version.Anyone can do this.
    17. 17. Women + Social Media: What We’ve Learned#4. YOU are your own core demo. If you wouldn’t share it, don’t post it. #4 BREAK. Let’s play a game called: Would you share this? Raise your hand if you would share this...
    18. 18. Women + Social Media: What We’ve LearnedWOULD YOU SHARE THIS?
    19. 19. Women + Social Media: What We’ve LearnedWOULD YOU SHARE THIS?
    20. 20. Women + Social Media: What We’ve LearnedWOULD YOU SHARE THIS?
    21. 21. Women + Social Media: What We’ve LearnedWOULD YOU SHARE THIS?
    22. 22. Women + Social Media: What We’ve LearnedWOULD YOU SHARE THIS?
    23. 23. Women + Social Media: What We’ve LearnedWOULD YOU SHARE THIS?
    24. 24. Women + Social Media: What We’ve Learned #5. IMAGES. Images. And images. 2012 Paralympics, LondonIt is the rise of the social image. A beautiful photo is shared above all else.
    25. 25. Women + Social Media: What We’ve Learned#5. IMAGES. Images. And images. Don’t have a beautiful photo? Find a quote or mantra online in your niche. Co-opt it. Add your branding Post to Social.
    26. 26. Women + Social Media: What We’ve Learned#5. IMAGES. Images. And images. Don’t have a beautiful photo? Create a simple image with text. Make visuals your fans can wear like a badge.
    27. 27. Women + Social Media: What We’ve Learned #5. IMAGES. Images. And images. Take pictures with your mobile. stay BONUS: this Add WORDS to those pictures. Triple your shares.happy. Add your org’s branding.
    28. 28. Women + Social Media: What We’ve Learned #5. IMAGES. Images. And images. logo hereDraw something relevant. Write something. Associate with your brand.
    29. 29. Women + Social Media: What We’ve Learned This is the dorm room of one of our Facebook fans.Plastered the walls with espnW mantras. Like a real-life Pinterest.
    30. 30. GLOBAL SPORTS MENTORING PROGRAM Social Media Workshop Thoughts? Questions? Resources? Help on next steps? September 6, 2012
    31. 31. Come find me anytime. about.me/katierichman twitter.com/espn_prodgirl linkedin.com/in/katierichman
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