This workshop was created in the early days of social media to provide an overview of key players, but it's lessons are still relevant to developing a marketing strategy today. For more information, contact info@hawkpartners.com

1. Social Networking O
S i lN t ki Opportunity
t it
Workshopp
Sample Materials

2. Workshop Objectives
The goal of this workshop is to explore ways to develop a cogent social
g p p y p g
networking strategy - in reaching this goal, we will also:
 Learn about social networking types and current best practices
 Link social networking to business objectives
 Using various case studies and exercises to practice measurement
identification and selection
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3. Workshop Agenda
 Warm-up: The SNIQ (Social Network IQ) Quiz
 Review Current State of Play and [Company] Opportunities
 Define Top Company Objectives
– Breakout Exercise: Outline Possible Business Objectives
– Breakout Group Read outs
Read-outs
 Decisions and Next Steps
3

4. Setting the Stage – the SNIQ Quiz
Let’s start by assessing our current knowledge and understanding of social
networking…
INTERACTIVE QUIZ FOR ALL PARTICIPANTS
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5. Review Current State of Play and [Company]
Opportunities
pp
What are the different styles
of social networks?
What
Wh t are the trends in companies
th t d i i
leveraging these networks?
What are some of the best practices
seen across these networks?
HAWKPARTNERS-LED DISCUSSION
5

6. Review Current State of Play and [Company]
Opportunities
pp
The Social Networking Game Board
Objectives Cut
Cut Customer Build Manage Customer
Low
L High
Hi h Marketing S
M k i Service
i Build
B ild Trial/
T i l/ Crises/
Ci / Relationshi
R l i hi
Platforms/Tools Risk Reward Costs Costs Awareness Use Issues p Building Others?
Twitter
Viral
YouTube
FaceBook
MySpace
Communispace
Second Life/Virtual
LinkedIn
Blogs – company
generated
Blogs – user
generated
t d
Video games
Podcasts
Apps
Others?
HAWKPARTNERS-LED DISCUSSION
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7. Exercise – Outline Top Objectives
Social Networking – Key Structural Choices
 Offensive and defensive?
 Short term and long term?
 Economic and relationship-building?
?
 Internal use/possibilities?
 Risk profile and tolerance?
What should we be monitoring today?
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8. Breakout Exercise – Specific Business Objectives for
[
[Company]
p y]
 Break Team Assignment:
– Identify the specific business objectives that could benefit from and/or
require monitoring of social networking:
 Decrease marketing costs  Information gathering (e.g., market
 More efficient and cost-effective research, competitive scan)
 Customer service  Ongoing/activating prospects and
 Customer relationship
C t l ti hi customers
t
management  Build usage/consideration
 Viral marketing/word-of-mouth  Communication building
 PR  Consumer/customer relationship
 Manage crises building
 Pinpoint specific target segments  Engaging distributors/intermediaries
BREAKOUT STRUCTURE AND EXERCISE FOCUS CUSTOMIZED FOR CLIENTS
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9. Breakout Team Presentations
 Break Team Read-out:
– What are the key business objectives we feel would benefit?
– What forms of social networking would have the greatest impact?
– What should we be monitoring that we are not today?
– What were some of the key unanswered questions during the
discussion?
BREAKOUT STRUCTURE AND EXERCISE FOCUS CUSTOMIZED FOR CLIENTS
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10. Wrap-up Discussion
 Based on our discussion today:
How will we engage
What are our Who is the target
these audiences via
company’s social audience to help us
social networking to
networking achieve these
achieve these
objectives? objectives?
objectives?
What does “success” look like (and how would we measure it)?
Who would be responsible for this at our company?
How would our company sustain this effort over the long-term?
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