This document summarizes a social media strategy workshop that discusses defining goals, audiences, and channels for an effective social media presence. It addresses the following key points: 1) The social media landscape has many platforms to choose from, including microblogging, Facebook, video, images, and blogs. The workshop helps attendees start defining goals, audiences, and top channels to focus on. 2) Attendees work in groups to define a core audience segment, online persona for that segment, and top 3 social media channels to use and encourage community engagement. 3) The document provides tips on using social media to spread offers and news, including making content shareable, clear, and "viral ready".

1. The Social Landscape and Building your Social Media Strategy Workshop 1:

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

3. Introduction

4. Who is here today?

5. Social Media Landscape

6. What you will find depends on the lens you use

7. Social Media World Circa 2010 by xkcd (http://xkcd.com/802/)

8. What is out there?

9. Good places to start Microblogging Facebook Video Images Business Blogs

10. What about location based services?

11. Social media goals What do you want to do? How much time will you spend doing it? How frequently will you update? What are the desired rewards? Who will do it? Who will pay for it?

12. Your turn Start answering the 6 goal questions. Don’t go for final answers, go for starting information. Work more on how will we decide than on what will we do. Time limit: 10 minutes

13. Branding

14. Your Social Media Voice Length Tone Language Video Images Response

15. Identify Audience

16. Your customer

17. Segmenting your community

18. Online Personas

19. Your turn Define one core community segment and one core online persona who will interact with that segment. Time limit: 5 minutes

20. Social Media Channels

21. Remember this list? Twitter Facebook YouTube Flickr LinkedIn Blogs

22. Your turn Pick the three SMM channels you want to focus on to provide content. Pick the first three SMM channels you will be encouraging your community to be using. (The two sets may be the same, but make sure you know which you will use how.) Time limit: 5 minutes

23. Offers

24. Match what customers want with what you offer

25. Rules for making it social Make it sharable Make it easy Make it clear Make it viral ready Match the offer to the medium Read everything by Andy Sernovitz Especially: http://www.damniwish.com/

26. Your turn Evaluate one offer you are already doing. Determine three ways you could make the offer more social. How would you spread the word? How would you get noticed? How would it be made viral-ready Time limit: 5 minutes

27. Real life interactions

28. Handling good news Announce it directly or let people find it? Press release issues Multiple platforms mean multiple announcements Keep it clear and simple Make sure the news is relevant to your audience

29. Handling disasters Work fast Respond quickly Apologize Fix the problem Be personable Utilize common sense!

30. Your turn Pick a volunteer at your table. That company has just been bashed in a popular blog for ignoring user’s needs. What do you do? Time limit 5 minutes

31. Wrap up