The document discusses strategies for using social media effectively. It provides an overview of popular social media platforms like Facebook, Twitter, LinkedIn and Foursquare. It also discusses best practices for social media monitoring, engagement and crisis communication. Key aspects of a successful social media strategy include combining tools, tactics and overall strategy, transparency to build credibility and flexibility to maximize reach.

1. Social Media Hands-On Workshop How to Combine Tools, Tactics and Strategy

2. Workshop Content - Fundamentals of Social Web - Tours of Features & Functionality - Facebook, Twitter, XING/LinkedIn, Mr.Wong, Slideshare - Risks of Social Networking and Media Platforms - Social Media Guidelines - Measure your Success - Social Media Strategy : trends and developments / crisis communication tools & tactics to help you place targeted messages

3. What is social media? The Streisand effect

4. What is social media? Social Media Buzz http://business.blogs.cnn.com/2010/11/17/bookies-kenya-bet-on-royal-union/?hpt=C1

5. Facebook, Google, Yahoo Top 3 Source: many eyes Time spent on Facebook was greater than time spent on Google sites in the U.S. in August for the first time in history, according to fresh data from comScore. Meanwhile, Yahoo continues its slide from the top of the heap to the bottom. 72% of Internet users are part of at least one social network, which translates to 940 million users worldwide

6. Facebook 500 million active users Facebook ’ s current user base is more than 1.6 times the size of the entire US population. If Facebook were a country, it ’ d be second only to China and India.

7. Facebook - breaking news http://www.telegraph.co.uk/news/newstopics/theroyalfamily/4339524/Chelsy-Davy-announces-end-of-relationship-to-Prince-Harry-on-Facebook.html

8. Twitter microblogging Twitter announced on 4 Sept that they now have more than 145 million registered users . Twitter processed 2.64 billion tweets this August, an increase of 33% over May. In August, an average of 85 million tweets passed through Twitter every day .

9. Twitter microblogging

10. http://getsatisfaction.com/twitter/topics/aquiring_an_inactive_twitter_name own experience: brandtaktuell Get Satisfaction : Community-powered support http://getsatisfaction.com/twitter Twitter microblogging

11. http://getsatisfaction.com/twitter Twitter microblogging

12. . Twitter TweetReach

13. . Twitter TweetReach

14. . Twitter Twitter grader

15. Social Media : XING / LinkedIn Business Networks : manage groups, manage contacts, create connections, find jobs, engage in discussion forums

16. Social Media : manage groups on XING Business Networks : manage groups, manage contacts, access profiles

17. XING who‘s looking for me? Business Networks : manage groups, manage contacts, access profiles

18. Location-based services - Foursquare Foursquare Boasts 4.5 Million Users

19. free library of digital documents organize favorite bookmarks, allocate them, stream them, put them in sub folders, share them Mr. Wong / delicious

20. http://edition.cnn.com/2010/TECH/social.media/11/19/social.media.isolation.project/index.html?hpt=C1 - image and video hosting - web services - online community platform Flickr / Slideshare

21. video sharing website bit.ly www.bitly.com YouTube / bit.ly

22. allocate competence, speaker roles create dialogue - speedy response/feedback network on several channels offer added value / valuable content Social Media Strategy the challenge

23. be alerted immediately when people are saying bad / good things about your brand respond to all customer service queries quickly see who is talking about you and join the conversation to bring more credibility to the brand keep a finger on the pulse of the market to figure out what the market actually needs and then create it Social Media Strategy Monitoring your success

24. Decide What to Monitor Track your company name, brand names, product names, names of key execs, competitor names, competitive product names, industry keywords Listen and observe the culture of the community, interactions between members, how influence is expressed Social Media Monitoring

25. Social Media Strategy crisis communication

26. Respond Quickly, Personally and Directly Acknowledge questions and negative comments, and assure consumers you’re working toward an answer. Execute your official response as detailed in your escalation plan — an official blog post on your domain can be the first, best place to post new relevant information. - Speak personally and directly. - Speed and honesty are what customers value most. How to avoid a Social Media desaster

27. Stand up for your mistakes Acknowledge that you are working to correct the problem, and inform those looking for guidance when and how you will improve the situation How to avoid a Social Media desaster

28. Virgin America proactive social media outreach -> Through its various social channels, Virgin America keeps users informed and content Best Practice

29. Ford : social media leader when it comes to keeping customers happy Ford’s social media specialist gets a lot of attention for his efforts on Twitter His actions on blogs and forums helped avert a potential PR disaster Best Practice

30. -> develop a comprehensive social media policy and community management plan within your company before any potential PR disasters strike How to avoid a Social Media desaster

31. speedy and effective communication -> avoid censorship -> de-escalate: avoid escalation into destructive, counterproductive confrontation open dialogue: Q & A discussion forum - respond to critical questions Set up blogs to discuss the issue, prepare editorial info material beforehand -> transparency, fair dialogue Social Media Strategy crisis communication

32. w.facebook.com/home.php?sk=group_164369456935874#!/adidasoriginals Social Media Strategy Best Practice

33. Social Media potential risks and pitfalls

34. Dont‘t tell everybody on the Internet youe’re not home Be conscious of what information you’re making available Twitter Your Way to Getting Robbed Foursquare, Google Places, Facebook Places

35. Social Media Guidelines privacy settings

36. Social Media Guidelines Facebook profile pic http://www.cooloutfit.at/wp-content/uploads/2008/03/kermit.jpg

37. Connecting Social Tools to Organizational Strategy and Capabilities

38. driven and flexible usage of channels -> maximum reach image und up-to-dateness -> reach new target markets transparency -> increase credibility -> combine tools, tactics and strategy Social Media Strategy success factors

39. ･ What types of people do I want to talk to and where do I find them? ･ What are they talking about already? ･ Is it appropriate for me to join that conversation and, if so, when? ･ How do I inject usefulness into the conversation without being overly promotional? ･ What value can I provide in terms of knowledge, opinion or content? ･ How can I earn their trust? ･ Under what circumstances can I point the conversation toward considering our product/services? Setting Goals

40. Thank You Anette Brandt www.twitter.com/brandt_aktuell