The document discusses strategies for social media engagement. It provides tips for companies to improve their social media presence, including adding staff photos and profiles, regularly blogging about topics relevant to customers, demonstrating brand values through actions rather than mission statements, and generating helpful rather than sales-focused content. It emphasizes the importance of listening to customers, being authentic and transparent, and helping online influencers support the brand through one-on-one connections.

3. Top Social Media Moments

7. Top Social Media Moments

8. Top Social Media Moments
From Hell

12. Rules To Do It Right

13. Rules To Do It Right

14. Rules To Do It Right
Integrity: there must be transparency without fear of censorship. This transparency builds
trust, fosters real feedback and empowers the sponsor to make educated decisions and
engage in true dialogue.

15. Rules To Do It Right
Integrity: there must be transparency without fear of censorship. This transparency builds
trust, fosters real feedback and empowers the sponsor to make educated decisions and
engage in true dialogue.

16. Rules To Do It Right
Integrity: there must be transparency without fear of censorship. This transparency builds
trust, fosters real feedback and empowers the sponsor to make educated decisions and
engage in true dialogue.
Democracy: a democratic process gives voice to the people. Allowing the community to find
and raise its voice allows for the best ideas to bubble to the top.

17. Rules To Do It Right
Integrity: there must be transparency without fear of censorship. This transparency builds
trust, fosters real feedback and empowers the sponsor to make educated decisions and
engage in true dialogue.
Democracy: a democratic process gives voice to the people. Allowing the community to find
and raise its voice allows for the best ideas to bubble to the top.

18. Rules To Do It Right
Integrity: there must be transparency without fear of censorship. This transparency builds
trust, fosters real feedback and empowers the sponsor to make educated decisions and
engage in true dialogue.
Democracy: a democratic process gives voice to the people. Allowing the community to find
and raise its voice allows for the best ideas to bubble to the top.
Celebrity: certain voices will be heard louder than others. A companyʼs true advocates and
core consumers, those with passion and opinion, gain celebrity status and prove most
valuable to the company when properly engaged.

19. Rules To Do It Right
Integrity: there must be transparency without fear of censorship. This transparency builds
trust, fosters real feedback and empowers the sponsor to make educated decisions and
engage in true dialogue.
Democracy: a democratic process gives voice to the people. Allowing the community to find
and raise its voice allows for the best ideas to bubble to the top.
Celebrity: certain voices will be heard louder than others. A companyʼs true advocates and
core consumers, those with passion and opinion, gain celebrity status and prove most
valuable to the company when properly engaged.

20. Rules To Do It Right
Integrity: there must be transparency without fear of censorship. This transparency builds
trust, fosters real feedback and empowers the sponsor to make educated decisions and
engage in true dialogue.
Democracy: a democratic process gives voice to the people. Allowing the community to find
and raise its voice allows for the best ideas to bubble to the top.
Celebrity: certain voices will be heard louder than others. A companyʼs true advocates and
core consumers, those with passion and opinion, gain celebrity status and prove most
valuable to the company when properly engaged.
Prosperity: the people that produce the best content will be recognized for their efforts.
Providing consumers with the tools, technologies and freedom to build community around their
passions, the community will ultimately sell the brand and its products and services to others.

21. building a strategy - start with your brand

22. building a strategy - start with your brand
• Brand essence: What is your unique reason for being?

23. building a strategy - start with your brand
• Brand essence: What is your unique reason for being?
• Brand truths: Show proof of your promise to customers.

24. building a strategy - start with your brand
• Brand essence: What is your unique reason for being?
• Brand truths: Show proof of your promise to customers.
• Brand values: What are your guiding principles?

25. building a strategy - start with your brand
• Brand essence: What is your unique reason for being?
• Brand truths: Show proof of your promise to customers.
• Brand values: What are your guiding principles?
• Brand character: What human qualities define the brand?

26. building a strategy - start with your brand
• Brand essence: What is your unique reason for being?
• Brand truths: Show proof of your promise to customers.
• Brand values: What are your guiding principles?
• Brand character: What human qualities define the brand?
• Consumer benefits: rational, emotional, or self-expressive?

27. 10 Things Your Company Can Do To Be Social
NOW

28. 10 Things Your Company Can Do To Be Social
NOW
1. Add photos of your staff

29. 10 Things Your Company Can Do To Be Social
NOW
1. Add photos of your staff
2. Add a link to each employeeʼs LinkedIn profile

30. 10 Things Your Company Can Do To Be Social
NOW
1. Add photos of your staff
2. Add a link to each employeeʼs LinkedIn profile
3. Update staff bios to accurately describe their expertise and cut the bullshit

31. 10 Things Your Company Can Do To Be Social
NOW
1. Add photos of your staff
2. Add a link to each employeeʼs LinkedIn profile
3. Update staff bios to accurately describe their expertise and cut the bullshit
4. Write about things your next business partner, customers, or members are searching for

32. 10 Things Your Company Can Do To Be Social
NOW
1. Add photos of your staff
2. Add a link to each employeeʼs LinkedIn profile
3. Update staff bios to accurately describe their expertise and cut the bullshit
4. Write about things your next business partner, customers, or members are searching for
5. Update your blog regularly – at LEAST once a week

33. 10 Things Your Company Can Do To Be Social
NOW
1. Add photos of your staff
2. Add a link to each employeeʼs LinkedIn profile
3. Update staff bios to accurately describe their expertise and cut the bullshit
4. Write about things your next business partner, customers, or members are searching for
5. Update your blog regularly – at LEAST once a week
6. Kill your Mission Statement - DEMONSTRATE what makes your business unique

34. 10 Things Your Company Can Do To Be Social
NOW
1. Add photos of your staff
2. Add a link to each employeeʼs LinkedIn profile
3. Update staff bios to accurately describe their expertise and cut the bullshit
4. Write about things your next business partner, customers, or members are searching for
5. Update your blog regularly – at LEAST once a week
6. Kill your Mission Statement - DEMONSTRATE what makes your business unique
7. Be the best you, that you can be. Donʼt try to be someone else

35. 10 Things Your Company Can Do To Be Social
NOW
1. Add photos of your staff
2. Add a link to each employeeʼs LinkedIn profile
3. Update staff bios to accurately describe their expertise and cut the bullshit
4. Write about things your next business partner, customers, or members are searching for
5. Update your blog regularly – at LEAST once a week
6. Kill your Mission Statement - DEMONSTRATE what makes your business unique
7. Be the best you, that you can be. Donʼt try to be someone else
8. Generate good helpful content and not a constant sales pitch

36. 10 Things Your Company Can Do To Be Social
NOW
1. Add photos of your staff
2. Add a link to each employeeʼs LinkedIn profile
3. Update staff bios to accurately describe their expertise and cut the bullshit
4. Write about things your next business partner, customers, or members are searching for
5. Update your blog regularly – at LEAST once a week
6. Kill your Mission Statement - DEMONSTRATE what makes your business unique
7. Be the best you, that you can be. Donʼt try to be someone else
8. Generate good helpful content and not a constant sales pitch
9. Use “I” less - talk about others and recommend business partners on social networking sites

37. 10 Things Your Company Can Do To Be Social
NOW
1. Add photos of your staff
2. Add a link to each employeeʼs LinkedIn profile
3. Update staff bios to accurately describe their expertise and cut the bullshit
4. Write about things your next business partner, customers, or members are searching for
5. Update your blog regularly – at LEAST once a week
6. Kill your Mission Statement - DEMONSTRATE what makes your business unique
7. Be the best you, that you can be. Donʼt try to be someone else
8. Generate good helpful content and not a constant sales pitch
9. Use “I” less - talk about others and recommend business partners on social networking sites
10. Add links to your social media sites in the footers of your outgoing email – let people know where
you are available to connect

38. Monitoring - Seeing the Trees

39. Listening - Seeing the Forest

40. Let’s Talk Beer

46. Objective: Build Buzz for Seasonal
Pack

47. Blogger Outreach

48. Blogger Outreach
• Treat Bloggers as media

49. Blogger Outreach
• Treat Bloggers as media
• Researched Active and Influential Craft Beer Bloggers

50. Blogger Outreach
• Treat Bloggers as media
• Researched Active and Influential Craft Beer Bloggers
• Criteria included location, frequency, comments, interactions

51. Blogger Outreach
• Treat Bloggers as media
• Researched Active and Influential Craft Beer Bloggers
• Criteria included location, frequency, comments, interactions
• Invitation to exclusive Saranac Event

52. Blogger Outreach
• Treat Bloggers as media
• Researched Active and Influential Craft Beer Bloggers
• Criteria included location, frequency, comments, interactions
• Invitation to exclusive Saranac Event
• Follow Up

54. Blogger Dinner

55. Conversations

56. Conversations

57. Conversations

58. Conversations

59. Conversations

60. Beer Bash

61. Beer Bash

62. Summary

63. Summary
Are You Prepared for Change?

64. Summary
Are You Prepared for Change?
- Strategy–be your brand

65. Summary
Are You Prepared for Change?
- Strategy–be your brand
- Listen

66. Summary
Are You Prepared for Change?
- Strategy–be your brand
- Listen
- Cut the bullshit—be relevant, authentic, transparent

67. Summary
Are You Prepared for Change?
- Strategy–be your brand
- Listen
- Cut the bullshit—be relevant, authentic, transparent
- Get over yourself–itʼs about them, not you

68. Summary
Are You Prepared for Change?
- Strategy–be your brand
- Listen
- Cut the bullshit—be relevant, authentic, transparent
- Get over yourself–itʼs about them, not you
- When you find groupies or haters, connect with them 1-on-1

69. Summary
Are You Prepared for Change?
- Strategy–be your brand
- Listen
- Cut the bullshit—be relevant, authentic, transparent
- Get over yourself–itʼs about them, not you
- When you find groupies or haters, connect with them 1-on-1
- Help them help you

70. Summary
Are You Prepared for Change?
- Strategy–be your brand
- Listen
- Cut the bullshit—be relevant, authentic, transparent
- Get over yourself–itʼs about them, not you
- When you find groupies or haters, connect with them 1-on-1
- Help them help you
- Not traditional vs. social

71. Summary
Are You Prepared for Change?
- Strategy–be your brand
- Listen
- Cut the bullshit—be relevant, authentic, transparent
- Get over yourself–itʼs about them, not you
- When you find groupies or haters, connect with them 1-on-1
- Help them help you
- Not traditional vs. social
- Mind your manners - say ʻThank Youʻ and ʻYouʼre Welcomeʼ

72. Summary
Are You Prepared for Change?
- Strategy–be your brand
- Listen
- Cut the bullshit—be relevant, authentic, transparent
- Get over yourself–itʼs about them, not you
- When you find groupies or haters, connect with them 1-on-1
- Help them help you
- Not traditional vs. social
- Mind your manners - say ʻThank Youʻ and ʻYouʼre Welcomeʼ
- Build in ability to change–donʼt be AOL

75. romanelli.com/twitter
romanelli.com/facebook
romanelli.com/youtube
romanelli.com/linkedin