This document discusses SPECK Media's IDEA session process for developing social media strategies and content for clients. The IDEA session brings clients and SPECK staff together to brainstorm ideas and stories around the client's brand values. These ideas and stories are then used to populate the client's social media calendar for the next 6 months. The goal is to uncover authentic stories that will resonate with the client's customers. Examples of how this process worked for a client like Costco are provided. Benefits of the IDEA session include refreshing social media content and training client teams.

1. © 2016 SPECK Media. All rights reserved. Confiden=al and proprietary.
This document has been prepared for restricted distribution and contains materials and information that SPECK Media
Inc. considers confidential, proprietary, and significant for the protection of its business. The distribution of this document
is limited solely to those either actively involved in evaluation and selection of SPECK Media Inc. as the firm to conduct
this assignment, or those that will be involved with the program described within.

2. © 2016 SPECK Media. All rights reserved. Confiden=al and proprietary.
Find the story in your social media!
We developed the IDEA session so that we could go on a discovery mission with you.
There’s no way that we could learn everything about a your industry or products in six short
months. In order for us to understand our clients better and develop social media stories that
would resonate with a client’s customers and future customers we need to collaborate.
Our IDEA Session makes this possible - the meshing of clients and SPECK People - no titles,
no roles, no disruptions.
It is our differentiator and a place where ideas can be
captured and then brought to life.

3. © 2016 SPECK Media. All rights reserved. Confiden=al and proprietary.

4. © 2016 SPECK Media. All rights reserved. Confiden=al and proprietary.
Changing our thinking to uncover stories…
There are really two ways of thinking: analytic and synthesis.
Schools tend to think analytically. They separate the parts from the whole, and things tend to get
smaller and smaller so that huge concepts can be broken down into smaller learned actions.
In synthesis thinking, one sees the world as a whole rather than as a lot of little parts.
Social media networks deal with bite size stories. Little things that grab our attention during the
day.
Companies can be winners in this equation by taking values
and breaking them down into ideas and stories.
1. Our goal in the IDEA Session is to formulate
various IDEAs and stories as they apply to a
client’s brand.
2. Next we use the Knowledge Wall to capture the
storyline for each IDEA
3. Finally we synthesis each
storyline so that it forms whole
parts and bridges the gaps that
we need to fill.
IDEAs, KW, Synthesis

5. © 2016 SPECK Media. All rights reserved. Confiden=al and proprietary.
A client example in motion…
1. One of Costco’s company values is: people
2. We transform this company value into an idea: people
shopping with people
3. Next we create small social media stories out of that idea:
Tell us who you love to shop with at Costco?

6. © 2016 SPECK Media. All rights reserved. Confiden=al and proprietary.
At the end of an IDEA session we have between 3 to 6 ideas which are coupled to many 20-80
stories. This intellectual property becomes the building blocks of your social media strategy,
These ideas and stories populate your social media calendar
over the 6 months.
What’s the end result?
IDEA’s=
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A Client Team should bring:
1. An open mind, we are brainstorming, IDEA
generating and thinking.
2. Who should attend? The people involved with
the brand. Invite people from other brands or from
different levels of the organization. We suggest 7 to
10 people.
3. If possible, bring the product, service or thoughts
behind what our goals are.
4. Two Hours of your time.

7. © 2016 SPECK Media. All rights reserved. Confiden=al and proprietary.
Give us 2 hours and we can do 2 things:
1 - Refresh your ideas and stories so that your social media
content stands out among the rest.
The most important aspect of social media is the story. Without a compelling story no one will
come to your blog, no one will follow you on Twitter and no one will become your friend on
Facebook. Refresh your content in a two hour session.
2. For about the same cost to send one employee to a social
media conference, you could use our IDEA session to train
your team on anything social.
We can teach and train 100 employees at once. Additionally, we can work with each of your
employees to help them with individual issues they have concerning understanding and executing
social media strategies for their company.

8. © 2016 SPECK Media. All rights reserved. Confiden=al and proprietary.
Who we have done it for
Seeing is believing, take a look at the details of what we have done for large, medium and small
companies. Email us at info@speckmedia.com