Day in the Life of a Social Strategist

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Originally presented at AWNY, November 2012
A Day in the Life of a Social Strategist: What Does It Mean to Be One and How Can You Enter the Field? by Rosie Siman, Senior Strategist at 360i

The social strategist as it exists today wasn’t even a job function a mere five years ago. As major brands continue to grow their social presence on everything from Facebook to YouTube to Tumblr, the role of the social strategist will continue to evolve and mature into a necessary job function for most any company looking to be a first mover in the digital space. Rosie Siman, senior strategist at digital agency 360i, will provide a brief overview of her day-to-day and detail the responsibilities and skill sets required of someone in her role. She’ll also share a few examples of how social strategy played a significant part in that of a gum brand’s content creation approach and an iconic cookie brand’s real time digital execution. Rosie will wrap up the session with specific steps you can take today to land your dream job in social strategy tomorrow.

Published in: Education

Day in the Life of a Social Strategist

  1. A Day in the Life of a Social StrategistWhat does it mean to be one and how can YOU enterthe field?Presented by: Rosie Siman, Sr. Strategist @360iPROPRIETARY & CONFIDENTIAL
  2. hi, i’m rosie! i’m on twitter as @rosiesiman (let’s keep in touch!) PROPRIETARY & CONFIDENTIAL 2
  3. i work at 360i as a social strategist (and it’s pretty awesome) PROPRIETARY & CONFIDENTIAL (and we’re hiring) tweet me: @rosiesiman3
  4. WTF is a social strategist? Social Media Strategist Social Strategist Digital Strategist Social Marketing Strategist I entered the New Media Institute I graduated from college at The University of Georgia I taught a class in Second Life PROPRIETARY & CONFIDENTIAL tweet me: @rosiesiman4
  5. What does my day look like? Wake up. Check e-mail. Respond to anything Internal status meeting followed by working9A urgent. Check Twitter, @mentions and DMs. 2P session for an all-agency mtg after Thanksgiving Arrive at 30 Rock for presentation to Bravo client10A on our recommendation on launching a new 3P Coffee Date with Miami Ad School student & show with social & digital. time to respond to emails. Meet with Dentyne internal team to discuss 201311A plans. Connect with 5 other partner agencies to 4P Media prep & interview about Content align on approach. Marketing POV, followed by Dentyne prep Prep for and deliver Content Marketing “Crash Meet with community managers from Dentyne Course” presentation to NY & ATL. Answer questions. 5P to review monthly report, campaign snapshot12P Note changes to be made before client/ presentation & monthly content calendar. on Tuesday. Touch base with Dentyne creatives; Respond to client emails; Write slides for this Review email and recommendations from Dentyne 6P... presentation; Review work from teammates.1P partner agencies. Touch base with creatives to Drinks with friends at 8. Home by 11. Write determine next steps. slides; Review OOO plans. PROPRIETARY & CONFIDENTIAL tweet me: @rosiesiman5
  6. What does my day look like? Wake up. Check e-mail. Respond to anything General Work / Internal status meeting followed by working9A General Work / Personal urgent. Check Twitter, @mentions and DMs. 2P Thought Leadership session for an all-agency mtg after Thanksgiving Arrive at 30 Rock for presentation to Bravo client10A Client Presentation on our recommendation on launching a new 3P Coffee Date with Miami Ad School student & Extracurricular show with social & digital. time to respond to emails.11A Planning /Creative / Meet with Dentyne internal team to discuss 2013 plans. Connect with 5 other partner agencies to 4P Thought Leadership Media prep & interview about Content align on approach. Relations Partner Marketing POV, followed by Dentyne prep Prep for and deliver Content Marketing “Crash Community & Content Meet with community managers from Dentyne 5P to review monthly report, campaign snapshot12P Thought Leadership Course” presentation to NY & ATL. Answer questions. Note changes to be made before client/ presentation Management & monthly content calendar. on Tuesday. Touch base with Dentyne creatives; Respond Planning /Creative / Review email and recommendations from Dentyne 6P... to client emails; Write slides for this1P partner agencies. Touch base with creatives to presentation;the real shi*t gets done When Review work from teammates. Partner Relations determine next steps. Drinks with friends at 8. Home by 11. Write slides; Review OOO plans. PROPRIETARY & CONFIDENTIAL tweet me: @rosiesiman6
  7. Behind the madness... CREATIVE TECHNOLOGY & WRITING PROBLEM-SOLVING EDUCATION CURIOSITY From email Navigating internal To help inform ideation, it’s It’s the one thing I look for recommendations to relationships. Negotiating important that I’m able to when I’m trying to dissect clients to agency partner agency speak to larger cultural and a person: Are they whitepapers/POVs to relationships. Figuring out behavioral trends as well as curious? Do they people marketing plans for a way to impact a client’s the trends in technology: watch? Do they travel? I’mclients, even justifying and bottom line. Creating the Start-ups, new social media constantly seeking (andselling in work, I spend a next big thing. I watch lots platforms, etc. And then creating) new adventures good chunk of my day of funny YouTube videos sharing knowledge internally to inspire me. writing. for inspiration ;) & with clients. PROPRIETARY & CONFIDENTIAL tweet me: @rosiesiman7
  8. So what’s the strategy bit? Account planning brings the consumer into the process of developing advertising. PROPRIETARY & CONFIDENTIAL tweet me: @rosiesiman8
  9. So what’s the strategy bit? Account planning brings theleft side of the creative brain’ developing advertising. ‘the consumer into the process of PROPRIETARY & CONFIDENTIAL tweet me: @rosiesiman8
  10. So what’s the strategy bit? Account planning brings theFinds the consumer truth of developing advertising. ‘the left side of the creative brain’ consumer into the process PROPRIETARY & CONFIDENTIAL tweet me: @rosiesiman8
  11. So what’s the strategy bit? Account planning brings theFinds the consumer truth creative brief advertising. Makes the work relevant the process of developing ‘the left side of the creative brain’ consumer into through a PROPRIETARY & CONFIDENTIAL tweet me: @rosiesiman8
  12. So what’s the strategy bit? Account planning brings the Finds the consumer truth creative brief advertising. Understands‘the left side the brand in thea of developing Makes the work relevant the process the place of of the creative brain’ consumer into through consumer’s mind PROPRIETARY & CONFIDENTIAL tweet me: @rosiesiman8
  13. The basics of being a strategist DEFINING THE Using all available sources to glean information about the consumer & the TASK marketplace. Ex: social listening, interviews, client data, agency findings. Condensing all the learnings into something digestible AND motivating, WRITE THE BRIEF thinking about the types of outcomes & providing examples/inspiration. CREATIVE Hosting brainstorms, helping flesh out & write up ideas, research partners & DEVELOPMENT ensuring the work is on strategy & delivers against the client’s objective(s.) SELLING THE Partnering with the creative & account teams to develop a presentation WORK that highlights the insight(s) that drove the thinking & showcases the work. TRACKING & Working with community team to understand & ensure content’s OPTIMIZATION performance, providing recommendations on how to optimize. PROPRIETARY & CONFIDENTIAL tweet me: @rosiesiman9
  14. Oreo’s Daily Twists were timely &culturally relevant PROPRIETARY & CONFIDENTIAL tweet me: @rosiesiman 10
  15. And drove engagement on Facebook &on .com PROPRIETARY & CONFIDENTIAL tweet me: @rosiesiman11
  16. And drove engagement on Facebook &on .com PROPRIETARY & CONFIDENTIAL tweet me: @rosiesiman11
  17. Dentyne’s Challenge To create a digital program that demonstrates the new Dentyne Ice Split2Fit pack fits almost anywhere. PROPRIETARY & CONFIDENTIAL tweet me: @rosiesiman 12
  18. But we were talking to millennials... PROPRIETARY & CONFIDENTIAL tweet me: @rosiesiman 13
  19. The winning idea A series of cheeky videos that illustrate in a quirky and eccentric way how to inconspicuously fit the new ultra-thin Split2Fit Pack almost anywhere PROPRIETARY & CONFIDENTIAL tweet me: @rosiesiman 14
  20. We made some video content PROPRIETARY & CONFIDENTIAL tweet me: @rosiesiman 15
  21. We made some video content http://youtube.com/Dentyne PROPRIETARY & CONFIDENTIAL tweet me: @rosiesiman 15
  22. & some supporting visuals PROPRIETARY & CONFIDENTIAL tweet me: @rosiesiman 16
  23. & some supporting visuals PROPRIETARY & CONFIDENTIAL tweet me: @rosiesiman 16
  24. & some supporting visuals PROPRIETARY & CONFIDENTIAL tweet me: @rosiesiman 16
  25. And saw great engagement! http://www.youtube.com/dentyne http://www.digiday.com/brands/dentynes-video-strategy-turn-views-into-chews/ PROPRIETARY & CONFIDENTIAL tweet me: @rosiesiman 17
  26. Think you’re up for the challenge? 1 Read up. Visit http://bit.ly/RosieAWNY for my suggestions. Brand yourself. Not literally. Obviously. But you need to be on 2 Facebook & Twitter. Having a blog is a plus. Show off your smarts. Write something. Create a Slideshare. 3 Having a POV is more important than being right. Practice. Don’t be afraid of internships. We all do ‘em in some 4 form or another. Pay attention to the world around you. People watch. Ask 5 questions. Travel. Repeat. PROPRIETARY & CONFIDENTIAL tweet me: @rosiesiman 18
  27. Two shameless plugsI curate a newsletter called The Tuesday Ten, which I recently wrote a Content Marketing Whitepaper, you should probably subscribe to. which you can download as a PDF. Subscribe here: http://bit.ly/T3Subscribe Download here: http://bit.ly/ContentMarketingPOV PROPRIETARY & CONFIDENTIAL tweet me: @rosiesiman 19
  28. THANK YOU!<3 @rosiesiman (twitter.com/rosiesiman)

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