Rosie Siman is a social strategist who presented on her job and how to enter the field. Her typical day involves client presentations, planning campaigns, developing creative content, and tracking performance. As a strategist, she defines tasks, writes briefs, helps with creative development, sells work, and tracks optimization. She provided examples of successful campaigns for Oreo and Dentyne that drove engagement through timely, culturally relevant content. Rosie encouraged attendees to gain experience through internships and practicing their skills in order to pursue a career in social strategy.

1. A Day in the Life of a
Social Strategist
What does it mean to be one and how can YOU enter
the field?
Presented by: Rosie Siman, Sr. Strategist @360i
PROPRIETARY & CONFIDENTIAL

2. hi, i’m rosie!
i’m on twitter as @rosiesiman
(let’s keep in touch!)
PROPRIETARY & CONFIDENTIAL
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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 working
9A urgent. Check Twitter, @mentions and DMs. 2P session for an all-agency mtg after Thanksgiving
Arrive at 30 Rock for presentation to Bravo client
10A 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 2013
11A 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 snapshot
12P 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 working
9A 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 client
10A 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 snapshot
12P 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 this
1P 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’m
clients, even justifying and bottom line. Creating the Start-ups, new social media constantly seeking (and
selling 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
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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
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18. But we were talking to millennials...
PROPRIETARY & CONFIDENTIAL
tweet me: @rosiesiman
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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
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20. We made some video content
PROPRIETARY & CONFIDENTIAL
tweet me: @rosiesiman
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21. We made some video content
http://youtube.com/Dentyne
PROPRIETARY & CONFIDENTIAL
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22. & some supporting visuals
PROPRIETARY & CONFIDENTIAL
tweet me: @rosiesiman
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23. & some supporting visuals
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24. & some supporting visuals
PROPRIETARY & CONFIDENTIAL
tweet me: @rosiesiman
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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
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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
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27. Two shameless plugs
I 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
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28. THANK YOU!
<3 @rosiesiman
(twitter.com/rosiesiman)