1. Social Media is People-Powered Media
Clint Schaff | VP, Programming at the Los Angeles Times
Former USC Adjunct Professor | Speaker | Consultant
April 16, 2019
2. Choose Your Own Introduction
Social Media Strategy
● POST
● Strategic Improvisation
● Playbook
Tell Your Story
Podcasts? Programming?
Tactical Questions
Resources
32. Limits of Linear (non-social)
Storytelling
Hollywood stories are products for sale
We aren’t selling stories – Can’t act the same and
expect similar outcomes
Our stories are means of generating and describing
value to a customer or citizen audience
33. Storytelling in a
Networked Environment
We must begin without knowing the end
We must be open to an array of outcomes,
not fixated on just one
34. Your script never ends
Bad results or morale =
sources of innovation or process improvements
Customer complaints =
basis for customer engagement
50. Persona Worksheet
Mission
What core values does your brand stand for?
Brand pillars
What makes your brand unique?
Brand characteristics
How do you describe your brand? What is the personality and
temperament of your brand?
Brand aspirations
What you hope to be one day
Opportunities
What types of initiatives align with your brand characteristics and
personality?
Culture of beliefs, traits, values, practices
Any additional relevant information about your company culture
51. Social Media ROI Worksheet
Setting Goals: what does success look like online?
(Positive Word of Mouth, Awareness, Opinion, Intent to Purchase,
Memberships, Customer satisfaction, Customer loyalty)
What are we measuring? What should we measure?
Volume: eg. impressions, clicks, backlinks
Share of voice:
Engagement: Sentiment, sharing activities
Conversion: value of a purchase, subscription, website visit, etc.
How will we know when we get there?
Traffic goals:
Conversion goals:
Engagement goals (time on site, comments, interactions):
Word of Mouth Goals:
Buzz Goals:
User Generated Content goals:
Are there incremental milestones worth noting?
Who else within the organization benefits from our work and how
would they measure meaningful results?
