SOCIAL MEDIA WORKSHOPS
A collection of worksheets for social media workshops to foster a
thorough understanding of social media and develop first activities for
Created by The Main - a strategy consulting firm for digital marketing
based in Hamburg, Germany.
THE PATHWAY PUZZLE
CHOOSE A CASE, EXPLAIN WHAT IT MAKES SO SPECIAL AND PLACE IT
WITHIN THE CONSUMER PATHWAY
SOCIAL PLUG ‘N‘ PLAY
CHOOSE A PATHWAY STAGE, DESCRIBE YOUR CURRENT MARKETING
ACTIVITIES & DISCUSS HOW SOCIAL MEDIA COULD OFFER SUPPORT
SOCIAL PLUG ’N’ PLAY
ACTIVITIES ARE IN PLACE
WHICH SOCIAL MEDIA
MARKETING CHANNELS &
ACTIVITIES CAN SUPPORT
THE MARKETING MIX IN
THIS SPECIFIC STAGE?
(Use the Social Media Marketing
wheel to chose & keep questions
to consider in mind)
WHAT ARE THE STRENGHTS
OF YOUR CHOSEN
CHANNELS & ACTIVITIES?
(e.g. Easy to apply, channel
already set up, highly relevant
for target group, etc.)
Are customers using this specific channel?
What are they expecting in this specific channel?
Why is the channel/activity/ idea relevant for our customers?
What would you tell about the brand and products?
Are there interdependencies or interplays with other
Is this specific channel/activity ongoing or limited in time?
Is the activity serving rather the brand or the product?
Which brand-user interactions are possible?
Which user-to-user interactions are possible?
How do you differentiate from competitor brands?
QUESTIONS TO CONSIDER
Name(s) of stage(s)
FILL IN YOUR MARKET, DEFINE YOUR OVERALL OBJECTIVES AND DEFINE
STEPS HOW TO REACH YOUR OBJECTIVES
EXERCISE #3: ROADMAP WORKSHEET
Define relevant Social Media channels
Social Media /Mobile Touchpoints
Competitor Social Media Marketing
Data (Web, Customer-Database, Buzz, etc.)
Set up & implement:
Ongoing Data Tracking
Data Evaluation & Interpretation
Reporting & Optimization
Set up a Social Media Strategy
Brand Communication & Campaign Planning
Channel & Channel-Interplay Strategy
Content & Issue Management Strategy
Social Media “Media” Strategy
KPIs & Scorecard
Set up and implement:
Internal and external Processes
(with users, suppliers, etc.)
Approvals, Policies & Guidelines
Content & Platform
Monitoring & Reporting
(Media, Web, Social Media, Database)
_________________________Develop creative Concepts for:
Tools & Apps
Train, hire and integrate:
(Key Influencer Manager)
Tracking & Data Evaluation /Analyst
Develop, produce & implement:
Apps, Tools, Widgets, etc.
NEXT STEP #5
NEXT STEP #4
NEXT STEP #3
NEXT STEP #2
NEXT STEP #1
THE MAIN GMBH
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