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Social Media Strategy – Day 1
   Introductions
     Who   is this guy?
     I know you, but please tell me why you are here!

   Classes (Meet four times, except Feb. 19)
     Today: Overview of no-nos or potential no-nos
     Next time: Yes, do this!

     Feb. 12: Now what … how do you start?

     Feb. 12 – Feb. 25: Go out in the “wild”

     Feb. 26: What did you catch? Share results
Social media strategy
   Objective: To get a general overview of social
    media, its impact (positive and negative) on brands,
    and the basic best practices on getting started.
   Ultimate take away: Practice social engagement,
    start doing it for your brand, whether professional
    or personal.
Social media strategy
   Who here is on social media?
   Who here is comfortable on social media?
   Why not (please write down your answers. I will
    collect them anonymously later)
   How long has social media been around? What do
    you think?
   So, why are some brands (persons or organizations)
    slow to be social?
Social media strategy
   Why is social media powerful?
   It’s word of mouth on steroids.
   Some of the names that come to mind today are new in the last few years. Twitter,
    Facebook, LinkedIn, Foursquare are all newer sites.
    Twitter has 200 million monthly users. More than one third of Iowa is on Facebook.
    Then businesses started to join.
    Some used the new mediums just like they used old-school ad channels. As a one-
    way tool to broadcast information.
    At one point most questions from others to some of the big brands were ignored
    and not responded too.

   Need to have: Personality, approachability, transparency.
Social media strategy
   Assignment: Please take out a piece of paper (or
    use your laptop, iPad). Write down these sections:
     Business goals (Session 2)
     Focus (Session 3)

     do's (Session 2)

     Don’ts (Today)

   Take notes in each section as we talk about them!
Social media strategy – No-Nos
   Twitter user ABC talks about a brand on Twitter,
    complaining to his 22,000 followers that service was
    terrible. What does the brand do? No response.
    (Common. 70-some percent of top brands don’t
    respond)
Social media strategy – No-Nos
   A waitress Facebooked about bad customers.
   A football player was fined for talking negatively
    about the coach.
   #McDStories (negative stories were shared,
    interestingly, McDonald’s also shows up on the good
    side of things!)
   Somebody tweets at your brand, your social media
    person has to go talk to the marketing director, who
    has to go check with the CEO to see what they
    should respond.
Social media strategy – No-Nos
   Did I mention that a Tweet has a lifespan of eight
    minutes? You have to respond within eight minutes
    for conversation to happen!
Kirkwood Community College Social Media Strategy Class 2013 - through Day 2
Social media no-nos
   A juror in the UK was dismissed after she disclosed
    sensitive case information on her Facebook profile,
    MSN reports. "I don't know which way to go, so I'm
    holding a poll" the juror wrote, asking her Facebook
    friends to weigh in on the case. (Source)
Social media no-nos
   I visited a local business
   Chatted with the owner
   Followed them on Twitter
   The next day they said: “Thanks for following. Hope
    your week is going great.”
   No mention about yesterday? Why not? I didn’t feel
    very connected!
Social media no-nos
   Sharing without reading.
     Everything  reflects on you! (Billy Madison example)
     “I love your stuff.” What stuff?

   Mixing up accounts! Person posted personal
    message to a company page!
   Somebody overseas took Twitter users to court for
    retweeting libelous information!
Social media no-nos
Social media no-nos
   What did you come up?
     For next time, if you didn’t type these up, please start a
      document that has 3-6 points listed:
     Social media don’ts
       Point A
       Point B
       Point C
       Etc.
Social media no-nos (examples)
   Do not:
     Say anything you wouldn’t want to see in the
      newspaper or wouldn’t say to somebody’s face!
     Not respond to people!

     Share other’s information without reading it!

     Have unnecessary approval processes

     Be afraid of following up, apologizing and moving on.
Social media strategy wrap – Day 1

   Questions?
   Next time:
     Bring your started strategy with Don’ts!
     We’ll talk about do's and start talking about business
      goals


   Questions in the meantime:
     ctrappe@gmail.com

     twitter.com/ctrappe
Social media strategy – Day 2
   Welcome
   Review last time: What were your main takeaways?
   Any questions?
Social media strategy
   Today:
     Example   of good engagement. do's.
     Make sure you write down bullet points for your
      strategy.
     Business goals: Everything you do should fit into a
      business goal. We’ll talk about that.
Social media strategy - do's
   Social media is social!
   Non-tech comparison:
     At somebody’s house for dinner. Do you say: Buy this
      OR do you just talk?
     They may still buy or use your business but you wouldn’t
      think of mentioning that first, right?
Social media strategy - do's
Social media - do's
   Connect around topics.
   What’s the topic that you are an expert in or are
    striving to be an expert in?
   Then connect with people in those areas.
Social media - do's
   Examples:
     #Blogchat
       Mack Collier runs it. Hundreds of people participate each
        Sunday night. He’s now a speaker and author.
       Welcomes new people.
       Approachable. (Tries to meet people in person)

     United   Way Worldwide conference
       2,000
       Tweeters  connected by topics
       In person, too, after that
Kirkwood Community College Social Media Strategy Class 2013 - through Day 2
Social media - do's



    Wal-Mart has higher engagement than Target, despite having
    similar Facebook fan pages. Source
    A large portion of the brand’s most successful posts are not directly
    tied back to the brand itself but rather are designed to appeal to
    the broad interests of its customers. They are publishing posts that
    say, “Happy 53rd Birthday Hawaii” with a picture of a sunset or
    “Like this if you’re going to miss summer” featuring a picture of a
    cute dog. Walmart has found that short, conversational and non-
    promotional posts featuring fun photos is what engages its fan base.
    They are blasting their fans with hundreds of posts, but they are
    posts that the people want to see"
Kirkwood Community College Social Media Strategy Class 2013 - through Day 2
Kirkwood Community College Social Media Strategy Class 2013 - through Day 2
Social Media - Business Goals
   Everything you do on social media/the web needs
    to fit into your overall business goals.
   Should be able to tell what they are when you look
    at an account!
   What are mine… can you tell?
Social Media – do's Examples
   Be conversational
   Recognize people
   Respond … quickly.
   Pick an area or areas of expertise.
   Share knowledge.
   Don’t sell all the time.
   Remember that it takes time! (Engagement pyramid)
Kirkwood Community College Social Media Strategy Class 2013 - through Day 2
Social media business goals
   Learn and be known as a communicator/connector:
     Share   knowledge around the topics of:
       Communication
       Technology
       Media
       Advertising
      …   Communication-related topics
   Working in the communication field. Be seen as
    somebody who has thoughts to share.
Social media – Business goals
   What are yours? (Write them down on a paper)
Social media
   Review: Your main takeaway?
   Next time: Bring your social media plan so far.
    Should look like this:
     Business   goals
     Do's

     Don’ts

   We will talk about Focus, Time Management and
    Monitoring the next time.

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Kirkwood Community College Social Media Strategy Class 2013 - through Day 2

  • 1. Social Media Strategy – Day 1  Introductions  Who is this guy?  I know you, but please tell me why you are here!  Classes (Meet four times, except Feb. 19)  Today: Overview of no-nos or potential no-nos  Next time: Yes, do this!  Feb. 12: Now what … how do you start?  Feb. 12 – Feb. 25: Go out in the “wild”  Feb. 26: What did you catch? Share results
  • 2. Social media strategy  Objective: To get a general overview of social media, its impact (positive and negative) on brands, and the basic best practices on getting started.  Ultimate take away: Practice social engagement, start doing it for your brand, whether professional or personal.
  • 3. Social media strategy  Who here is on social media?  Who here is comfortable on social media?  Why not (please write down your answers. I will collect them anonymously later)  How long has social media been around? What do you think?  So, why are some brands (persons or organizations) slow to be social?
  • 4. Social media strategy  Why is social media powerful?  It’s word of mouth on steroids.  Some of the names that come to mind today are new in the last few years. Twitter, Facebook, LinkedIn, Foursquare are all newer sites. Twitter has 200 million monthly users. More than one third of Iowa is on Facebook. Then businesses started to join. Some used the new mediums just like they used old-school ad channels. As a one- way tool to broadcast information. At one point most questions from others to some of the big brands were ignored and not responded too.  Need to have: Personality, approachability, transparency.
  • 5. Social media strategy  Assignment: Please take out a piece of paper (or use your laptop, iPad). Write down these sections:  Business goals (Session 2)  Focus (Session 3)  do's (Session 2)  Don’ts (Today)  Take notes in each section as we talk about them!
  • 6. Social media strategy – No-Nos  Twitter user ABC talks about a brand on Twitter, complaining to his 22,000 followers that service was terrible. What does the brand do? No response. (Common. 70-some percent of top brands don’t respond)
  • 7. Social media strategy – No-Nos  A waitress Facebooked about bad customers.  A football player was fined for talking negatively about the coach.  #McDStories (negative stories were shared, interestingly, McDonald’s also shows up on the good side of things!)  Somebody tweets at your brand, your social media person has to go talk to the marketing director, who has to go check with the CEO to see what they should respond.
  • 8. Social media strategy – No-Nos  Did I mention that a Tweet has a lifespan of eight minutes? You have to respond within eight minutes for conversation to happen!
  • 10. Social media no-nos  A juror in the UK was dismissed after she disclosed sensitive case information on her Facebook profile, MSN reports. "I don't know which way to go, so I'm holding a poll" the juror wrote, asking her Facebook friends to weigh in on the case. (Source)
  • 11. Social media no-nos  I visited a local business  Chatted with the owner  Followed them on Twitter  The next day they said: “Thanks for following. Hope your week is going great.”  No mention about yesterday? Why not? I didn’t feel very connected!
  • 12. Social media no-nos  Sharing without reading.  Everything reflects on you! (Billy Madison example)  “I love your stuff.” What stuff?  Mixing up accounts! Person posted personal message to a company page!  Somebody overseas took Twitter users to court for retweeting libelous information!
  • 14. Social media no-nos  What did you come up?  For next time, if you didn’t type these up, please start a document that has 3-6 points listed:  Social media don’ts  Point A  Point B  Point C  Etc.
  • 15. Social media no-nos (examples)  Do not:  Say anything you wouldn’t want to see in the newspaper or wouldn’t say to somebody’s face!  Not respond to people!  Share other’s information without reading it!  Have unnecessary approval processes  Be afraid of following up, apologizing and moving on.
  • 16. Social media strategy wrap – Day 1  Questions?  Next time:  Bring your started strategy with Don’ts!  We’ll talk about do's and start talking about business goals  Questions in the meantime:  ctrappe@gmail.com  twitter.com/ctrappe
  • 17. Social media strategy – Day 2  Welcome  Review last time: What were your main takeaways?  Any questions?
  • 18. Social media strategy  Today:  Example of good engagement. do's.  Make sure you write down bullet points for your strategy.  Business goals: Everything you do should fit into a business goal. We’ll talk about that.
  • 19. Social media strategy - do's  Social media is social!  Non-tech comparison:  At somebody’s house for dinner. Do you say: Buy this OR do you just talk?  They may still buy or use your business but you wouldn’t think of mentioning that first, right?
  • 21. Social media - do's  Connect around topics.  What’s the topic that you are an expert in or are striving to be an expert in?  Then connect with people in those areas.
  • 22. Social media - do's  Examples:  #Blogchat  Mack Collier runs it. Hundreds of people participate each Sunday night. He’s now a speaker and author.  Welcomes new people.  Approachable. (Tries to meet people in person)  United Way Worldwide conference  2,000  Tweeters connected by topics  In person, too, after that
  • 24. Social media - do's  Wal-Mart has higher engagement than Target, despite having similar Facebook fan pages. Source A large portion of the brand’s most successful posts are not directly tied back to the brand itself but rather are designed to appeal to the broad interests of its customers. They are publishing posts that say, “Happy 53rd Birthday Hawaii” with a picture of a sunset or “Like this if you’re going to miss summer” featuring a picture of a cute dog. Walmart has found that short, conversational and non- promotional posts featuring fun photos is what engages its fan base. They are blasting their fans with hundreds of posts, but they are posts that the people want to see"
  • 27. Social Media - Business Goals  Everything you do on social media/the web needs to fit into your overall business goals.  Should be able to tell what they are when you look at an account!  What are mine… can you tell?
  • 28. Social Media – do's Examples  Be conversational  Recognize people  Respond … quickly.  Pick an area or areas of expertise.  Share knowledge.  Don’t sell all the time.  Remember that it takes time! (Engagement pyramid)
  • 30. Social media business goals  Learn and be known as a communicator/connector:  Share knowledge around the topics of:  Communication  Technology  Media  Advertising … Communication-related topics  Working in the communication field. Be seen as somebody who has thoughts to share.
  • 31. Social media – Business goals  What are yours? (Write them down on a paper)
  • 32. Social media  Review: Your main takeaway?  Next time: Bring your social media plan so far. Should look like this:  Business goals  Do's  Don’ts  We will talk about Focus, Time Management and Monitoring the next time.

Editor's Notes

  1. Early 1970s … usenet where people posted questions for forums and discussed topics.http://www.mediabistro.com/alltwitter/files/2012/10/history-social-media.jpegBecause it’s more public … mainstream, etc.