This document provides strategies for using social media effectively in business. It discusses identifying customer needs, researching current online conversations, setting goals and measuring outcomes. Case studies are presented on how Starbucks, Comcast and A List Apart successfully used social platforms to drive innovation, customer service and expertise. Key elements for success include quality content, multiple interaction methods, addressing barriers and tying online engagement to real-world actions and business goals. Measurement of impact should focus on engagement, behavior change and knowledge growth rather than just impressions. Overall resources, culture, education and a willingness to learn from mistakes are important for implementing a successful social strategy.

1. Don’t Waste Time Online – Strategy First Business First Social Media Summer Camp

2. Setting the Tone What makes it noise vs. helpful communication? What bothers you about information you receive in the mail, email and online for social networks? What inspires interaction? What barriers do you see to implementing a strategy at your organization?

7. Key Elements Solution meets audiences needs Accessibility Hyper Segmentation Convergence Online Activity = Offline Action A Burning Platform Account = success

8. My BO – Wrap Up What was the value for the customer? What was the visible measurement? The Numbers 2 million profiles 35,000 volunteer groups 400,000 blog posts 200,000 offline events 13 million email addresses $639 million raised (67% online) Millions of SM connections

9. Social Media Strategy Research and Planning Need (customer/business) Current Conversation Identification of actions willing to take (internal culture) Resources (content, people, $$) Action Build channel/customize channel Communication (and integration) Evaluation – Measure and Adjust

12. Key Elements Identification of barriers Location Culture Stock price/performance slide Online action = offline action Authenticity Gradual build Access

13. BE3 Blog Wrap Up What was the value for the employee? What was the visible measurement?

14. A New Channel

17. Using Social Media for Innovation - Starbucks New Channel (not an existing tool) Allows for multiple user interaction types Fills a need Creates ownership from customer Fulfills on the brand promise (online/offline)

18. MyStarbucks Wrap Up What was the value for the customer? What was the visible measurement?

19. Audience Where do get their information? User Behaviors Create Collect Consume Comment

21. Using Social Media for Customer Service - Comcast Existing Tool Fills a need Creates ownership from customer Fulfills on the brand promise (online/offline)

22. Comcast Cares Wrap Up What was the value for the customer? What was the visible measurement?

23. What do you do with the info on a Macro level LISTEN and take notes Your Piece of the Pie What is being said How does it compare to others in your space Frequency & Tone - X + A vs. B

30. Using Social Media to Build Expertise/Product Use – A List Apart Key Elements – A List Apart Quality content, not sales info or self-promotion Crowd-sourcing of content Multiple ways to interact Key Elements – Juicy Juice Multiple ways to interact (watch, games, puzzles) all based on education Ability to share Convergence (TV, YouTube, Web) Incentive/Fills a Need Multiple ways to interact

31. A List Apart and Juicy Juice Wrap Up What was the value for the employee? What was the visible measurement?

32. Make it happen: Find the need How can you help? What are you willing to do online and offline? Identifying the right tool Listen – Participate - Facilitate Identify influencers Measure

33. Measurement Not HITS Engagement Behavior Change Sales Known expertise

34. What Does it Really Take? Resources Culture – Authenticity Willingness to fail first Clear understanding Purpose for campaign Tied to business goals Value you can add Education/Training

35. Connect post-event: Jamie Timm @jamietimm www.linkedin.com/in/jamietimm Jamie_Timm@columbus.org