1. How to Create a Social Media Strategy
For the Best in Black Beauty Awards
Presented by Learning @ Time
March 18, 2013

2. Table of Contents:
 Background - Page 3  Teacher bio - Page 16
 How training works -  Price - Page 17
Page 12  Next steps - Page 19
 Format - Page 13

3. You know what’s cool?
Having Janelle Monáe and
Ted Gibson at an event.
The New York Times
thought so.

4. Let’s make better use of social media to
highlight the amazing things Essence is
doing with content and events.

5. Here’s the plan.
With the help of a teacher, you’ll learn social media marketing
techniques to make sure this year’s Best in Black Beauty
Awards – both editor’s and reader’s picks – create the kind of
fun social media opportunities for readers that attract
advertisers and sponsors.

6. How can we make this happen?

7. Take a look at last year’s Best in Black
Beauty Awards. Notice anything about
these reader’s choice picks?

8. How about now.

9. Since this is content sourced by
readers, Essence has a real
opportunity to create social channels
for their audience.

10. We can take the deep engagement
Essence already has with readers and
apply it to a social campaign.

11. That’s where Learning @ Time comes
in.

12. How training works:
 We have a network of teachers who do this work – on the practical and
strategy level – each and every day.
 Your teacher will have a 15-minute pre-call with you or a team leader to
address specific needs and challenges.
 All training is customized. Period. That means each training session includes
both a lecture and in-class brainstorm or workshop. Staff will leave with a
plan of action.

13. Training will take place over a three part series.
Format: Each session is three hours and includes
both a lecture and interactive workshop.
 Session 1: We’ll go platform by platform to cover
how staff can use Twitter, Facebook, and YouTube
on the practical level. Staff will participate in an in-
class workshop to brainstorm at least two new ways
Essence can use social media to create value for
readers. Then, we’ll make a plan of action for
implementing those ideas.
 Session 2: We’ll review how other brands have built
out social media campaigns with dedicated
hashtags, social contests, and branded content
opportunities. Staff will work in small groups to set
social media goals for the Best in Black Beauty
Awards and identify metrics for tracking them.

14. Format:  Session 3: We’ll use the final session to audit the
Best in Black Beauty Awards social media plan –
after it has already been executed. Staff will
participate in a workshop to assess the campaign’s
successes and weaknesses. We’ll talk about how to
apply what we learned from this campaign to social
media strategy going forward.

15. Staff will  Use a Facebook poll to collect reader picks
learn how to:  Integrate Facebook comments into article
content (as opposed to Disqus)
 Create a dedicated Twitter hashtag to track
engagement and build reader excitement
 Use Vine and YouTube to create user
generated video content opportunities
 Build excitement for sponsors with branded
social contests and promoted tweet
opportunities

16. Meet your teacher, James Andrews:
James Andrews is the founder and James co-created the award-winning
CEO of Social People, where his campaign #BeatCancer, an online campaign
clients include Nike, Lexus, Beats to microfund cancer research.
By Dre, The Grammy Awards, and
Jane Fonda.
Before launching Social People, he He has blogged for Fast Company and
was Vice President at Ketchum Huffington Post, and has appeared as a
Digital, where he directed global contributor on CNN, Fox, and CNBC. He was
social media brand strategies for named to the 2012 Ebony Power 100 list.
Monster.com, FedEx, Nokia, and James started his career in marketing at
Wendy’s. Columbia Records.

17. Total cost of training?
$1,000/session.
$3,000 for the total series.

18.  Pricing is for the training only and
Logistics to doesn’t include refreshments.
note:
 We handle all event setup, details, and
content prep with the teacher.
 This is learning by doing. We may need
your help passing along an existing
project the team has worked on for
the brainstorm component.
 James Andrews is based in Atlanta.
Training will run on dates he is in New
York.

19. Next steps:  Does the price fit your budget?
 Does the content match your needs?

20. Questions?
Let’s talk.
Amanda Pacitti
e: amanda.pacitti@timeinc.com
t:212-522-6386
office: 7-352