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SOCIAL MEDIA
PLAYBOOK 1.0




Prepared by Marc-Oliver Gern January 6th, 2010
This Social Media Playbook is part of a series
of educational documents I prepared for one of
my clients. You can use it as an inspiration or
guide to develop your own social media
strategies for your company. Please share your
comments and improvements on
http://blog.flip-digital.com
© This work is licensed under the Creative Commons Attribution-Noncommercial-Share Alike
2.5 Canada License.
PURPOSE The Social Media Playbook helps you to
develop a brand conform and consistent social voice
online, through all marketing departments of
Company-X.
WHO IS IT FOR This set of tools and methodologies
was created for employees who represent
Company-X in a digital public space.
THE TOOLS




                             n
                             n                    n
                                                  n
                         soo
                         soo                  soo
                                              soo
                     Up
                    gU
                       p                  Up
                                         gU
                                            p
                 ng                   ng
             om
            Co miin               om
                                 Co miin
            C                    C
HOW DOES IT WORK By following the guidelines and
applying the tools you can:



Check     the authenticity of
your Social Media ideas,
make relevant adjustments
and start    with the most
promising ideas.
PART 1
AUTHENTICITY
MATRIX


Prepared by Marc-Oliver Gern January 6th, 2010
PURPOSE The Authenticity Matrix helps you to
develop an authentic social media strategy and
evaluate/prioritize your final designs. It exists of the
Brandvalue and -environment Matrix.
THE BRANDVALUES Circle your ideas around one
of those topics if possible.                   !   Fill in your
                                                   Brandvalues




                       BEING GREEN




                 SMART FUN     DOING GOOD
THE BRANDENVIRONMENT Target your ideas
always towards the center if possible.                                                       !      Fill up the Matrix
                                                                                                    with all topics you
                                                                                                    can think of, that
                                                                                                    are related to your
                                                                                                    company.
                                                                                                    Prioritize them.



                                     Nature
                                              Fear of Heights
                                                                  Trees
               BC                Speed                                 Rainforest
                                                        Sustainability
          Quebec            Flying       Natural Step                          Wildlife in
                                     Causes                                    Whistler
                                                                   Group                        Travel
                                                 Company           Activity
                                 Salespeople
     NZ                  Great                                                Bears
                    Craftmanswork                            Guiding
                                          Ziplines                                       Vacation
                               Whistler                                        Birds
          Canada                      Education          Canopy Walk
                                                Pictures &         Plants
                                Eco Tourism      Movies
                                                                     Woodpecker              Olympia




                                                                       Eco Sound
PART 2
SOCIAL MEDIA
FILTERS


Prepared by Marc-Oliver Gern January 6th, 2010
PURPOSE The Social Media Filters help you to
influence people online, adress the right topics and
spread the word effectively.
THE SOCIAL MEDIA FILTERS By adjusting the right
filters you can optimize your ideas and make them
more successful.



 Strategic Impact         Anticipated Revenue      Brand Authenticity      Social Experience
 Based on Strategic and   Impact Based on User     Based on Brandvalues    Useful, Usable,
 Business Goals. Could    Engagement, Best         and Areas of            Desireable, Sustainable
 be narrow or wide        Practices, Investment.   Engagement. Could be    and Social. 5-star rating
                          Could be moderate to     close to far
                          high
                                    HIGH




                                                            CLOSE    FAR
                                 MODERATE
THE SOCIAL MEDIA FILTERS An example of how to
present an idea to your client by integrating the filters.

    Short                                                I am
    Descriptio                                           linking my
    n of the                                             ideas to a
    idea                                                 real
                                                         situation



    Always
    picture                                              Writing
    my ideas                                             down
                                                         Pros and
                                                         Cons
PART 3
SOCIAL MEDIA
GUIDELINES


Prepared by Marc-Oliver Gern January 6th, 2010
PURPOSE The Social Media Guidelines help you to
develop your character online as an individual and
as an employee at Company-X.
YOU ARE AN INDIVIDUAL


Be professional
Be truthful
Be authentic
Be open
Be accountable
YOU ARE AN EMPLOYEE

Be you and not a brand.
Use your personality and language – don’t sell. Share!

Be active
Encourage other users

Respond quickly
People expect a fast respond at any time. Commitment is key – be out there or not.

Use common sense
No one is here to look over your shoulder, but please use common sense.

Don’t give away the farm
Remember your obligations to your organization.

Check your sources
Some sources may acquire inside knowledge that is not meant for publication.

Our friends are your friends
Remember to protect the privacy of Company-X's partners, agents and guests.
PART 4
SOCIAL MEDIA
HEROES


Prepared by Marc-Oliver Gern January 6th, 2010
PURPOSE Facebook and Twitter are the most
promising Social Media platforms right now. The
following slides provide you with a set of guidelines
to manage and moderate your Twitter and
Facebook account professionally.
GUIDELINES FOR TWITTER Learn the basic twitter
tools/techniques and try to apply these on top:

Follow real people
The closer your “physical radius of your messages”, the more effective twitter gets as a real-
time communication tool online.

Make your tweets retweetable
Use URL shorteners whenever possible.

Thank people for following you
Again, being human is key. Talk to people like you talk to them face-2-face.

Attention is a currency
Following back is a gesture.

One relevant tweet is better than 10 irrelevant
Timing and amount of tweets are important. Don’t be annoying.

Don’t be “ME” all the time
Develop an interesting topic for your twitter account. Don’t talk about the weather.

Avoid politics and religion
140 characters are just not enough to talk about such topics
GUIDELINES FOR FACEBOOK Learn the basic
Facebook techniques and try to apply these on top:

Track every activity at all times
People don’t care about your 9to5 opening hours. On Facebook they always expect someone
to talk to.

Never delete comments or users
Negative comments are unavoidable. Deal with it ASAP. It’s a great opportunity to correct
things. By deleting a user or a comment he will probably use another channel YOU can’t
control.

Give your idea a picture
Posting pictures make your post more clickable.

Don’t ask for participation
Begging could be a cry for help. Be relevant, create cool content and people come to you.

Choose your team of admins wisely
The closer your admin is to the befriended people – the better it is.

Above all
Digital Marketing and Social Media is a complex topic. The processes of development are at a
very high rate. Please don't hesitate to ask Marc-Oliver for advice.
PART 5
SOCIAL MEDIA
EXAMPLES


Prepared by Marc-Oliver Gern January 6th, 2010
PURPOSE The following ideas show you the
potential of Social Media for your marketing-,
communication and business goals.


Create a cause on Facebook – to build up awareness, increase loyalty and affinity


Host a fun online contest – to create attention to connect employees/customers


Initiate a fun offline event – to strengthen your brand & attract new clients


Use Twitter and offer tweetfares– to sell more tours, increase sales


Take lots of pictures/movies – to extend memories and improve service


Sign up for lots of online directories – to maximize recognition


Provide knowledge via WIKIS – to strenghten the brandvalues


YouTube your work – to strengthen local grassroots visibility
THAT’S IT!




SO, LET’S
GO AND
PLAY
FEED YOURSELF? With with knowledge & inspiration:




Upcoming blog posts on http://blog.flip-digital.com ››

Jan.25th. 2010: A real-time Twitter Navigation Service Web Fiction Post Series
Feb.11th. 2010: Social Media & Ski Resorts / A detailed Analysis
Feb.24th. 2010: Creative Social Media Ideas for Ski Resorts




This work is licensed under the Creative Commons Attribution-Noncommercial-Share Alike 2.5 Canada License. 1

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Social Media Playbook

  • 1. SOCIAL MEDIA PLAYBOOK 1.0 Prepared by Marc-Oliver Gern January 6th, 2010
  • 2. This Social Media Playbook is part of a series of educational documents I prepared for one of my clients. You can use it as an inspiration or guide to develop your own social media strategies for your company. Please share your comments and improvements on http://blog.flip-digital.com © This work is licensed under the Creative Commons Attribution-Noncommercial-Share Alike 2.5 Canada License.
  • 3. PURPOSE The Social Media Playbook helps you to develop a brand conform and consistent social voice online, through all marketing departments of Company-X.
  • 4. WHO IS IT FOR This set of tools and methodologies was created for employees who represent Company-X in a digital public space.
  • 5. THE TOOLS n n n n soo soo soo soo Up gU p Up gU p ng ng om Co miin om Co miin C C
  • 6. HOW DOES IT WORK By following the guidelines and applying the tools you can: Check the authenticity of your Social Media ideas, make relevant adjustments and start with the most promising ideas.
  • 7. PART 1 AUTHENTICITY MATRIX Prepared by Marc-Oliver Gern January 6th, 2010
  • 8. PURPOSE The Authenticity Matrix helps you to develop an authentic social media strategy and evaluate/prioritize your final designs. It exists of the Brandvalue and -environment Matrix.
  • 9. THE BRANDVALUES Circle your ideas around one of those topics if possible. ! Fill in your Brandvalues BEING GREEN SMART FUN DOING GOOD
  • 10. THE BRANDENVIRONMENT Target your ideas always towards the center if possible. ! Fill up the Matrix with all topics you can think of, that are related to your company. Prioritize them. Nature Fear of Heights Trees BC Speed Rainforest Sustainability Quebec Flying Natural Step Wildlife in Causes Whistler Group Travel Company Activity Salespeople NZ Great Bears Craftmanswork Guiding Ziplines Vacation Whistler Birds Canada Education Canopy Walk Pictures & Plants Eco Tourism Movies Woodpecker Olympia Eco Sound
  • 11. PART 2 SOCIAL MEDIA FILTERS Prepared by Marc-Oliver Gern January 6th, 2010
  • 12. PURPOSE The Social Media Filters help you to influence people online, adress the right topics and spread the word effectively.
  • 13. THE SOCIAL MEDIA FILTERS By adjusting the right filters you can optimize your ideas and make them more successful. Strategic Impact Anticipated Revenue Brand Authenticity Social Experience Based on Strategic and Impact Based on User Based on Brandvalues Useful, Usable, Business Goals. Could Engagement, Best and Areas of Desireable, Sustainable be narrow or wide Practices, Investment. Engagement. Could be and Social. 5-star rating Could be moderate to close to far high HIGH CLOSE FAR MODERATE
  • 14. THE SOCIAL MEDIA FILTERS An example of how to present an idea to your client by integrating the filters. Short I am Descriptio linking my n of the ideas to a idea real situation Always picture Writing my ideas down Pros and Cons
  • 15. PART 3 SOCIAL MEDIA GUIDELINES Prepared by Marc-Oliver Gern January 6th, 2010
  • 16. PURPOSE The Social Media Guidelines help you to develop your character online as an individual and as an employee at Company-X.
  • 17. YOU ARE AN INDIVIDUAL Be professional Be truthful Be authentic Be open Be accountable
  • 18. YOU ARE AN EMPLOYEE Be you and not a brand. Use your personality and language – don’t sell. Share! Be active Encourage other users Respond quickly People expect a fast respond at any time. Commitment is key – be out there or not. Use common sense No one is here to look over your shoulder, but please use common sense. Don’t give away the farm Remember your obligations to your organization. Check your sources Some sources may acquire inside knowledge that is not meant for publication. Our friends are your friends Remember to protect the privacy of Company-X's partners, agents and guests.
  • 19. PART 4 SOCIAL MEDIA HEROES Prepared by Marc-Oliver Gern January 6th, 2010
  • 20. PURPOSE Facebook and Twitter are the most promising Social Media platforms right now. The following slides provide you with a set of guidelines to manage and moderate your Twitter and Facebook account professionally.
  • 21. GUIDELINES FOR TWITTER Learn the basic twitter tools/techniques and try to apply these on top: Follow real people The closer your “physical radius of your messages”, the more effective twitter gets as a real- time communication tool online. Make your tweets retweetable Use URL shorteners whenever possible. Thank people for following you Again, being human is key. Talk to people like you talk to them face-2-face. Attention is a currency Following back is a gesture. One relevant tweet is better than 10 irrelevant Timing and amount of tweets are important. Don’t be annoying. Don’t be “ME” all the time Develop an interesting topic for your twitter account. Don’t talk about the weather. Avoid politics and religion 140 characters are just not enough to talk about such topics
  • 22. GUIDELINES FOR FACEBOOK Learn the basic Facebook techniques and try to apply these on top: Track every activity at all times People don’t care about your 9to5 opening hours. On Facebook they always expect someone to talk to. Never delete comments or users Negative comments are unavoidable. Deal with it ASAP. It’s a great opportunity to correct things. By deleting a user or a comment he will probably use another channel YOU can’t control. Give your idea a picture Posting pictures make your post more clickable. Don’t ask for participation Begging could be a cry for help. Be relevant, create cool content and people come to you. Choose your team of admins wisely The closer your admin is to the befriended people – the better it is. Above all Digital Marketing and Social Media is a complex topic. The processes of development are at a very high rate. Please don't hesitate to ask Marc-Oliver for advice.
  • 23. PART 5 SOCIAL MEDIA EXAMPLES Prepared by Marc-Oliver Gern January 6th, 2010
  • 24. PURPOSE The following ideas show you the potential of Social Media for your marketing-, communication and business goals. Create a cause on Facebook – to build up awareness, increase loyalty and affinity Host a fun online contest – to create attention to connect employees/customers Initiate a fun offline event – to strengthen your brand & attract new clients Use Twitter and offer tweetfares– to sell more tours, increase sales Take lots of pictures/movies – to extend memories and improve service Sign up for lots of online directories – to maximize recognition Provide knowledge via WIKIS – to strenghten the brandvalues YouTube your work – to strengthen local grassroots visibility
  • 26. FEED YOURSELF? With with knowledge & inspiration: Upcoming blog posts on http://blog.flip-digital.com ›› Jan.25th. 2010: A real-time Twitter Navigation Service Web Fiction Post Series Feb.11th. 2010: Social Media & Ski Resorts / A detailed Analysis Feb.24th. 2010: Creative Social Media Ideas for Ski Resorts This work is licensed under the Creative Commons Attribution-Noncommercial-Share Alike 2.5 Canada License. 1