This document discusses positioning a social media organization as a service organization. It outlines the various roles within social media like brand journalists, researchers, and community managers. It also discusses the tools and platforms used like Facebook, Twitter, YouTube and how to effectively use each platform to engage audiences. The document provides guidance on best practices for each network and discusses how to monitor brand sentiment and provide customer service across social media. It emphasizes training for social media roles and monitoring analytics and engagement.

1. Confidential 1
SOCIAL MEDIA
AS A SERVICE
ORGANIZATION

2. Confidential 2
My POV

3. Confidential 3
What’s in it for you?
Social Media Org Truths
Roles, Rules & Tools
Quick Skip
Your Time: Q&A

4. Confidential 4
The SM Org: Herding cats

5. Confidential 5
Wisdom from others

6. Confidential 6
Why position as a service organization?
Content
Ecosystem
Brand,
Sales and
Marketing
PR and
Corp
Comm
Customer
Service
and CRM
.COM and
Localization
Products
and
Vendors
Subject
Matter
Expertise
Creation
Contribution
Curation
Distribution
Syndication
Ratings & Reviews

7. Confidential 7
When we do our jobs right, we…
Amplify
Extend
Engage
Integrate
Personalize
Localize
Narrate

8. Confidential 8
What are we?
Roles
Rules
Tools
Techies:
fbml, html, html5,.csv, xml, .doc, pdf, .gif,
.jpeg, divs, javascript, iframes, iphone, app,
RIA, tag, metatag, tagcloud,SEO, java,
.mov, meme, .swf, .fla, IM, trillian,
broswer.ai, .psd, txt, .wmo, tabs, instragm,
bit.ly, pinterest, googledoc, youtube,
gaming, twitter, rss, wiki, blog, wordpress,
bloggie, tumblr, digg, delicious, reviews,
forums, mobile, mms, sms… technologic
Brand Journalists:
Researchers
Newsbreakers
Informants and Influencers
Writers, bloggers, vloggers
Photogs, videogs
Crowdsourcers
Cultivators of UGC
Editorial programmers
Reporters

9. Confidential 9
Train the basics…
• Facebook should create:
– Fan engagement
– Brand awareness
– Localized Awareness
– User Generated Content
– Crowdsourcing
• Twitter should create:
– Credibility through content curation
– Exclusive Deals and breaking news
– Surprise & Delight
– Customer service
• YouTube should create:
– Brand awareness
– Viewer engagement
– User Education
– User Generated Content
• Facebook should avoid:
• Over frequency of push marketing
• Over frequency of transactional
messaging
• PR messages
• Basic local information
• Twitter should avoid:
• Broad messaging
• PR messaging
• Passive posting
• Non-transactional local posts
• YouTube should avoid:
• Product hard-sells
• Bland content
• Non-optimized content

10. Confidential 10
All ears
• Brand sentiment
– Tagging
– Active listening
• Customer Service
– Guidelines and training
– Triage set and alias ready
– SME’s trained
• Social Search
– SEO & backward linking
– Social channel programming
• Quantitative Reports
– Sharing is caring

11. Confidential 11
Performers

12. Confidential 12
A couple of socnets to think about – quickskip!
The survey found
that 55% of social
gamers are female
and 45% are male.
Females are more
avid gamers, too;
38% of females said
they play multiple
times a day, but just
29% males said the
same. Women are
more likely to play
with people they
know (68% vs. 56%
for males), and men
are more likely to
play with strangers
(41% vs. 33%) than
women are.
Mashable 2/10

13. Confidential 13
Q&A
Thank You!
Email me: kat.smith@petco.com
Tweet me: @kittykatsmith or Facebook me: /TheKatSmith