Internal brief I wrote to explain the basics to those considering involving their brand in Socail Media

1. Social Networks

2. Networks that spread Media

3. Why?

4. • Engagement
• Brand Building
• Increase website traffic
• Good Will
• SEO

5. Why not?

6. • Forcing your brand upon people
• Adhoc messages
• Dictators control over activity
• Set and Forget

7. “Social networks allow you to take your
brand and hang out where your customers
hang out, offering an organic, credible
touch point”

8. The Process

9. • Find your customers
• Why are we doing this?
• Gather all stakeholders
• Establish a strategy
• Draft up the content
• Plan launch and execution
• Monitor your Rep.
• Update,Update,Update!

10. Find out where
your consumers are

11. • Use tools like:
– Google blog search
– Twitter search
– Inbound analytics links
– Friend requests
• Look at where competitors hang
• Look at where relevant conversations are
taking place

12. Why are we doing this?

13. • Is it appropriate to have a presence?
• Are we just looking for SEO?
• Do we prefer not to be exposed?
• What is viewed as success?
• Are we serious enough to commit
resources?
• Where do we plan on taking the brand in
the future?

14. Gather the stakeholders and
establish the voice

15. • Establish the message
• Understand what we can and can’t say
• How will we moderate?
• Who will update?
• Establish objectives
• Who’s voice?
• Where will we source content?
• What does the brand represent?

16. Establish the strategy

17. Do:
• Define a roadmap and connect efforts
• Establish ground rules
• Select appropriate tools
• Understand your place in the ecosystem
• Offer customers value for attention
• Be medium specific
• Be transparent

18. Don’t:
• Invade conversations
• Expect attention
• Do it for doing it’s sake
• Pretend to be someone your not
• Disrespect the medium

19. “Work out how we can engage interested relevant
consumers and turn them into brand
champions.”
“Find out who holds influence and leverage that.”
“Connect customers at effective points of their
daily engagement cycle”
“Create great content and referrals for when
people research the product.”

20. Draft up the first 3 months
content

21. • Create content relevant to objectives
• Plan resources to strategy
• Involve product cycle in planning
• Quality and quantity

22. Plan launch and execution

23. • Establish launch date
• Seed upcoming efforts/content
• Understand who will do what, when

24. Monitor your Rep

25. • Do it daily in 10mins
1. Twitter chatter
2. Google alerts
3. Facebook stats
4. Use google reader to monitor; Flickr,Digg,Delicious,etc

26. Update,Update,Update

27. • Having a static facebook page is like
having an old, unkempt shop, it doesn’t
look good
• Content should be updated as often as
possible
• Queries should be answered
• The brand should participate
• Keep it fresh or don’t do it at all
• Rapid response medium

28. Examples of Brands
Succeeding in this space
• Nestle Chunga
• Blogs:
• Twitter:
• Facebook: