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SOCIAL MEDIA
STRATEGY AND
LLAMAS

Brooke McMillan
Social Llama Consulting
COMMUNITY
MANAGERS AND
LLAMAS

What do these two species
have in common?
A COMPARISON FOR THE
DIGITAL AGE
Online Community Managers

Llamas

Produces content

Produces fiber

Day to day online...
BUDGETS AND
BANDWIDTH

You think we have the money
to hire a social media
manager?
SKILL SETS
Understands your brand
Understands your constituents
Can give a solid elevator pitch under pressure
Genuine...
QUESTIONS TO ASK YOUR
TEAM
How do we currently communicate with your base?
What resources can we devote?
Where do our c...
HAVE REALISTIC
EXPECTATIONS
WHICH PLATFORM IS
BEST?

You don’t need to know them
all so stop freaking out.
THINK ABOUT YOUR
POTENTIAL CONTENT
What visuals do you have?
What kind of text do you have?
Do you host events?
Where ...
REMEMBER ROLES
You:

Your Llama:

Set the vision

Translates your vision online

Set the rules of engagement

Understa...
CRISIS MANAGEMENT

When done correctly, social
media can protect you and
elevate you above the noise.
LIVESTRONG
CRISIS TIMELINE 2012
October 10: USADA report released
October 15: Foundation 15th Anniversary Weekend
Octob...
LIVESTRONG
CRISIS TIMELINE 2013
January 8: Oprah announces interview.
January 14: Lance apologizes to staff. Tapes inter...
WE HAD 6 DAYS TO
PREPARE
CHOOSE YOUR PATH
NOW

Get everyone on the same
page immediately.
I MEAN
EVERYONE

Program Managers
Public Relations
Communications

Board Members
Human Resources
Front Desk

Intern...
GET TO WORK

Talking points ready.
Strategy set.
Go.
USE SOCIAL TO DISPEL
MYTHS
USE SOCIAL TO INFORM
USE SOCIAL TO PROTECT
YOUR COMMUNITY
USE SOCIAL TO LISTEN
BE NICE TO YOUR LLAMA
DEVELOP STELLAR
CONTENT

Create a content calendar.
Stay flexible.
Repurpose what you have.
2013
2012
GIVE THEM SOMETHING TO
SHARE
ARM YOUR ADVOCATES
BE TRANSPARENT
SHARE GOOD NEWS
DON’T FORGET YOUR
LLAMA

Take care of your staff.
Check in with them.
REMEMBER ROLES
You:

Your Llama:

Set the vision

Translates your vision online

Set the rules of engagement

Understa...
BROOKE
MCMILLAN
Email:
Brooke.McMillan@gmail.com

Twitter:
@McMillanATX

Facebook:
Facebook.com/SocialLlamaConsulting

Blo...
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Busy NonProfit CEOs Need Social Llamas

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Presented at the Annette Strauss Institute for Civic Life at the Moody College of Communications at the University of Texas on 2-8-2014. Social Media Strategy tips for Senior Level Management.

Published in: Social Media, Business, Technology
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Busy NonProfit CEOs Need Social Llamas

  1. 1. SOCIAL MEDIA STRATEGY AND LLAMAS Brooke McMillan Social Llama Consulting
  2. 2. COMMUNITY MANAGERS AND LLAMAS What do these two species have in common?
  3. 3. A COMPARISON FOR THE DIGITAL AGE Online Community Managers Llamas Produces content Produces fiber Day to day online maintenance Day to day yard maintenance Alerts you when your brand is in danger Alerts farmers when livestock is in danger Stays on talking points you set Can easily learn repetitive tasks Yell your mission from the “mountain tops” Can carry heavy packs up mountain tops Are very social beings Very social animals Only spit when provoked…by trolls Only spit when provoked
  4. 4. BUDGETS AND BANDWIDTH You think we have the money to hire a social media manager?
  5. 5. SKILL SETS Understands your brand Understands your constituents Can give a solid elevator pitch under pressure Genuinely friendly Thick skinned Can take YOUR vision and translate it online Age is not a skill set!
  6. 6. QUESTIONS TO ASK YOUR TEAM How do we currently communicate with your base? What resources can we devote? Where do our constituents live online? What do we hope to achieve?
  7. 7. HAVE REALISTIC EXPECTATIONS
  8. 8. WHICH PLATFORM IS BEST? You don’t need to know them all so stop freaking out.
  9. 9. THINK ABOUT YOUR POTENTIAL CONTENT What visuals do you have? What kind of text do you have? Do you host events? Where are your constituents? What does your llama think?
  10. 10. REMEMBER ROLES You: Your Llama: Set the vision Translates your vision online Set the rules of engagement Understands the rules of engagement Set the strategy Executes on the strategy
  11. 11. CRISIS MANAGEMENT When done correctly, social media can protect you and elevate you above the noise.
  12. 12. LIVESTRONG CRISIS TIMELINE 2012 October 10: USADA report released October 15: Foundation 15th Anniversary Weekend October 17: Lance steps down as Chairman October 22: Lance stripped of titles November 4: Lance resigns from board November 14: Foundation official name change final
  13. 13. LIVESTRONG CRISIS TIMELINE 2013 January 8: Oprah announces interview. January 14: Lance apologizes to staff. Tapes interview with Oprah. January 16: Foundation issues statement in advance of interview. January 17: Part 1 of Lance’s interview with Oprah. @LIVESTRONG tweets minutes before the show Foundation sends house file email with shareable graphic January 18: Part 2 of Lance’s interview with Oprah.
  14. 14. WE HAD 6 DAYS TO PREPARE
  15. 15. CHOOSE YOUR PATH NOW Get everyone on the same page immediately.
  16. 16. I MEAN EVERYONE Program Managers Public Relations Communications Board Members Human Resources Front Desk Interns and Volunteers Donors Web Designers
  17. 17. GET TO WORK Talking points ready. Strategy set. Go.
  18. 18. USE SOCIAL TO DISPEL MYTHS
  19. 19. USE SOCIAL TO INFORM
  20. 20. USE SOCIAL TO PROTECT YOUR COMMUNITY
  21. 21. USE SOCIAL TO LISTEN
  22. 22. BE NICE TO YOUR LLAMA
  23. 23. DEVELOP STELLAR CONTENT Create a content calendar. Stay flexible. Repurpose what you have.
  24. 24. 2013
  25. 25. 2012
  26. 26. GIVE THEM SOMETHING TO SHARE
  27. 27. ARM YOUR ADVOCATES
  28. 28. BE TRANSPARENT
  29. 29. SHARE GOOD NEWS
  30. 30. DON’T FORGET YOUR LLAMA Take care of your staff. Check in with them.
  31. 31. REMEMBER ROLES You: Your Llama: Set the vision Translates your vision online Set the rules of engagement Understands the rules of engagement Set the strategy Executes on the strategy
  32. 32. BROOKE MCMILLAN Email: Brooke.McMillan@gmail.com Twitter: @McMillanATX Facebook: Facebook.com/SocialLlamaConsulting Blog: SocialLlamaConsulting.Wordpress.Com

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