This document provides guidance on executing a social media strategy through a series of workshop prompts and questions. It addresses topics like responding to issues on social media, creating content plans, setting goals and metrics, developing social media policies and procedures, and driving engagement across multiple channels. Participants are asked to develop tactical plans, content calendars, sample policies, and ideas for cross-channel promotion. The overall document aims to help people strategize, plan, and problem-solve for effective social media use.

1. Executing a social strategy Workshop 2:

2. Kathy Jacobs CallKathy for social media support, training, and consulting!

3. Interaction Opportunities

4. Delta Airlines and military personnel baggage fees What the online world did Delta’s response: http://blog.delta.com/2011/06/07/military-travel-baggage-policies-our-thoughts/ What would you have done if you were Delta?

5. Blog Death Your IT department has updated your blog software as you requested. Unfortunately, the site crashes when more than 100 people access it at a time. You know that the problem is being fixed, but you don’t know how long it will take for the site to be fully online again. What do you do?

6. Facebook Hijack Your company Facebook page has been co-opted by a disgruntled customer. The problem they are having has been fixed, but they don’t like that it happened in the first place. What do you do?

7. Powerful Good Your team participated in the local food drive. The food bank tweets an acknowledgement of your efforts. What do you do?

8. Follow Friday Several of your clients tweet that people should follow you for good content. What should you do?

9. Your turn One of your target customer groups complains on Twitter and Facebook that your product made their kid sick. The product wasn’t at fault, but the storyis picked up by enough Twitter and Facebook members that the hashtag #(yourhandlehere)FAIL starts trending on Twitter. How would you handle the situation? Time limit: 5 minutes

10. Tactical goals

11. Traditional customer engagement

12. The Social Engagement Process

13. Customer retention and reactivation

14. ROI (intro) Investments Returns Time Effort Support Cloud content Training Better service Lower customer acquisition costs Lower customer retention costs Reputation

15. So your ROI goals should be… ____ interactions via each channel per day/week/month Which turn into: ____ new sales/time ____ sales from existing customers/time ____ sales from reinvigorated customers/time

16. Your turn Start a tactical goals sheet for the next month. Include at least three channels. Time Limit: 10 minutes

17. All well and good, but…I need content tips!

18. Create good content Customer focused writing Actionable Clear, concise, scannable Images and videos where appropriate Connect regularly and frequently

19. Share good content Watch for content created by your customers PR their content (with permission and credit) Share content from other experts Make it easy for them to let you know they said something

20. Sample Content Plan

21. Your turn Start a content calendar for the next quarter. Time limit: 5 minutes

22. Social Media Policy and Procedures

23. 5 W’s plus a bit Who can post Who can respond What do they say When do they say it How do they say it Where do the say it

24. What not to say Don’t make promises you can’t keep Under promise, over deliver Don’t lie!

25. Sample Policy documents

26. WOMMA sample:http://womma.org/files/womma-smpolicytemplate.pdf

27. 123Social Media Policyhttp://123socialmedia.com/social-media-policy/

28. DoDand Social Mediahttp://www.defense.gov/socialmedia/

29. Two other sites… Online Policy database (176 policies samples) http://socialmediagovernance.com/policies.php Build your own with PolicyTool: http://socialmedia.policytool.net/

30. What about legal? Legal says not to say…. Legal says not to post…. Legal wants to review everything I write… Legal is worried about… But what if…

31. Your turn: Working as a group, pick one of the samples and decide whether it is a policy that would be useable by your team. Working together, define what it would take to create a policy and procedures sheet for one of the members of your group. Time Limit: 15 minutes

32. Driving people across channels

33. Herding cats Photo by muir.ceardach

34. Herding cattle Cross post Share cross platform Encourage sharing Contests

35. Cross channel hooks “Like us on Facebook” on your blog Directions for RSS in your FB discussion space “Tweet this video” What else can you come up with?

36. Your turn Create two cross channel hooks for your organizations social media plans. Share your ideas with your group. Time Limit: 5 minutes

37. Wrap up