The Social Media Playbook provides you with a set of tools and methodologies to develop a brand conform and consistent social voice online. It was created for employees who represent a company or a brand in a digital public space.

1. SOCIAL MEDIA
PLAYBOOK 1.0
Prepared by Marc-Oliver Gern January 6th, 2010

2. This Social Media Playbook is part of a series
of educational documents I prepared for one of
my clients. You can use it as an inspiration or
guide to develop your own social media
strategies for your company. Please share your
comments and improvements on
http://blog.flip-digital.com
© This work is licensed under the Creative Commons Attribution-Noncommercial-Share Alike
2.5 Canada License.

3. PURPOSE The Social Media Playbook helps you to
develop a brand conform and consistent social voice
online, through all marketing departments of
Company-X.

4. WHO IS IT FOR This set of tools and methodologies
was created for employees who represent
Company-X in a digital public space.

5. THE TOOLS
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6. HOW DOES IT WORK By following the guidelines and
applying the tools you can:
Check the authenticity of
your Social Media ideas,
make relevant adjustments
and start with the most
promising ideas.

7. PART 1
AUTHENTICITY
MATRIX
Prepared by Marc-Oliver Gern January 6th, 2010

8. PURPOSE The Authenticity Matrix helps you to
develop an authentic social media strategy and
evaluate/prioritize your final designs. It exists of the
Brandvalue and -environment Matrix.

9. THE BRANDVALUES Circle your ideas around one
of those topics if possible. ! Fill in your
Brandvalues
BEING GREEN
SMART FUN DOING GOOD

10. THE BRANDENVIRONMENT Target your ideas
always towards the center if possible. ! Fill up the Matrix
with all topics you
can think of, that
are related to your
company.
Prioritize them.
Nature
Fear of Heights
Trees
BC Speed Rainforest
Sustainability
Quebec Flying Natural Step Wildlife in
Causes Whistler
Group Travel
Company Activity
Salespeople
NZ Great Bears
Craftmanswork Guiding
Ziplines Vacation
Whistler Birds
Canada Education Canopy Walk
Pictures & Plants
Eco Tourism Movies
Woodpecker Olympia
Eco Sound

11. PART 2
SOCIAL MEDIA
FILTERS
Prepared by Marc-Oliver Gern January 6th, 2010

12. PURPOSE The Social Media Filters help you to
influence people online, adress the right topics and
spread the word effectively.

13. THE SOCIAL MEDIA FILTERS By adjusting the right
filters you can optimize your ideas and make them
more successful.
Strategic Impact Anticipated Revenue Brand Authenticity Social Experience
Based on Strategic and Impact Based on User Based on Brandvalues Useful, Usable,
Business Goals. Could Engagement, Best and Areas of Desireable, Sustainable
be narrow or wide Practices, Investment. Engagement. Could be and Social. 5-star rating
Could be moderate to close to far
high
HIGH
CLOSE FAR
MODERATE

14. THE SOCIAL MEDIA FILTERS An example of how to
present an idea to your client by integrating the filters.
Short I am
Descriptio linking my
n of the ideas to a
idea real
situation
Always
picture Writing
my ideas down
Pros and
Cons

15. PART 3
SOCIAL MEDIA
GUIDELINES
Prepared by Marc-Oliver Gern January 6th, 2010

16. PURPOSE The Social Media Guidelines help you to
develop your character online as an individual and
as an employee at Company-X.

17. YOU ARE AN INDIVIDUAL
Be professional
Be truthful
Be authentic
Be open
Be accountable

18. YOU ARE AN EMPLOYEE
Be you and not a brand.
Use your personality and language – don’t sell. Share!
Be active
Encourage other users
Respond quickly
People expect a fast respond at any time. Commitment is key – be out there or not.
Use common sense
No one is here to look over your shoulder, but please use common sense.
Don’t give away the farm
Remember your obligations to your organization.
Check your sources
Some sources may acquire inside knowledge that is not meant for publication.
Our friends are your friends
Remember to protect the privacy of Company-X's partners, agents and guests.

19. PART 4
SOCIAL MEDIA
HEROES
Prepared by Marc-Oliver Gern January 6th, 2010

20. PURPOSE Facebook and Twitter are the most
promising Social Media platforms right now. The
following slides provide you with a set of guidelines
to manage and moderate your Twitter and
Facebook account professionally.

21. GUIDELINES FOR TWITTER Learn the basic twitter
tools/techniques and try to apply these on top:
Follow real people
The closer your “physical radius of your messages”, the more effective twitter gets as a real-
time communication tool online.
Make your tweets retweetable
Use URL shorteners whenever possible.
Thank people for following you
Again, being human is key. Talk to people like you talk to them face-2-face.
Attention is a currency
Following back is a gesture.
One relevant tweet is better than 10 irrelevant
Timing and amount of tweets are important. Don’t be annoying.
Don’t be “ME” all the time
Develop an interesting topic for your twitter account. Don’t talk about the weather.
Avoid politics and religion
140 characters are just not enough to talk about such topics

22. GUIDELINES FOR FACEBOOK Learn the basic
Facebook techniques and try to apply these on top:
Track every activity at all times
People don’t care about your 9to5 opening hours. On Facebook they always expect someone
to talk to.
Never delete comments or users
Negative comments are unavoidable. Deal with it ASAP. It’s a great opportunity to correct
things. By deleting a user or a comment he will probably use another channel YOU can’t
control.
Give your idea a picture
Posting pictures make your post more clickable.
Don’t ask for participation
Begging could be a cry for help. Be relevant, create cool content and people come to you.
Choose your team of admins wisely
The closer your admin is to the befriended people – the better it is.
Above all
Digital Marketing and Social Media is a complex topic. The processes of development are at a
very high rate. Please don't hesitate to ask Marc-Oliver for advice.

23. PART 5
SOCIAL MEDIA
EXAMPLES
Prepared by Marc-Oliver Gern January 6th, 2010

24. PURPOSE The following ideas show you the
potential of Social Media for your marketing-,
communication and business goals.
Create a cause on Facebook – to build up awareness, increase loyalty and affinity
Host a fun online contest – to create attention to connect employees/customers
Initiate a fun offline event – to strengthen your brand & attract new clients
Use Twitter and offer tweetfares– to sell more tours, increase sales
Take lots of pictures/movies – to extend memories and improve service
Sign up for lots of online directories – to maximize recognition
Provide knowledge via WIKIS – to strenghten the brandvalues
YouTube your work – to strengthen local grassroots visibility

25. THAT’S IT!
SO, LET’S
GO AND
PLAY

26. FEED YOURSELF? With with knowledge & inspiration:
Upcoming blog posts on http://blog.flip-digital.com ››
Jan.25th. 2010: A real-time Twitter Navigation Service Web Fiction Post Series
Feb.11th. 2010: Social Media & Ski Resorts / A detailed Analysis
Feb.24th. 2010: Creative Social Media Ideas for Ski Resorts
This work is licensed under the Creative Commons Attribution-Noncommercial-Share Alike 2.5 Canada License. 1