STEP 1 How Do You
Adopt The Social Media Mindset?

BE TRANSPARENT • take advantage
of negative feedback • open up two-way conversation and listen • collaborate and create with your stakeholders

Stay Foolish EXPERIMENT • try
something new on facebook or your blog • nobody responds? falls flat? • fail fast. ok to feel foolish. move on.

STEP 2 How Do You
Find Your Social Media Sweet Spot?

SOCIAL MEDIA SWEET SPOT YOU
• PR • brand enhancement SOCIAL • new way of doing MEDIA business? SWEET • drive revenue? SPOT EMPLOYEE CUSTOMERS • a bit of self-promotion • save money • expand comms toolset • be part of • feel more valuable something cool • easy to participate

SOMETIMES YOU FIND THE SWEET
SPOT BY ACCIDENT

STEP 3 How Do You
Solve The Social Media Puzzle?

LEARN HOW TO FIT THE
PIECES TOGETHER

UNDERSTAND
THE CHALLENGE

HUGE
DIGITAL
FOOTPRINT

TWITTER • 1.8 million followers
• dozens of store accounts FA C E B O O K • 443,000 fans BLOGS • cooking & CEO blogs FLICKER • photo streams • contests FOUR SQUARE • check ins MOBILE APPS • iphone and android AND MORE

WHAT CAN YOU STEAL? How
Whole Foods uses the different tools together to feed the hungry content beast. They have an editorial calendar and community manager for each store account. • Twitter for real-time alerts • Facebook for less time-sensitive info • Blog is for recipes and longer content • Flickr photos & YouTube videos provide more content

PROOF Submitted projects have received
42 million votes, more than voted in last presidential election.

SWEET SPOT Multiple sharing options,
including Facebook,Twitter, mobile, widgets.

WHAT CAN YOU STEAL? Pepsi
has found a win-win sweet spot:  Buzz for their brand and a lift in sales.  Street cred for giving up 30-sec Super Bowl ads.  A social media campaign fostering social change. Participants benefit by:  State-of-the-art, well-organized site.  Recognition from Pepsi for submitting their projects.  Further validation by instant sharing with friends to get votes.  The chance to win $5K to $250K.

STEP 4 LET S PLAY
THE SOCIAL MEDIA GAME

SOCIAL BY SOCIAL {game instructions
} Take a piece of paper and draw a line down and across to turn it into quadrants. Write in each quadrant:  Define the audience you are trying to engage  Identify the sweet spot where your goal overlaps with what motivates them  Choose the tools you could use for your social media campaign (blog, Facebook, Twitter, email, etc.)  Discuss what roles are needed (content creator, editor, moderator, etc.)

WHAT IS THE GOAL FOR
YOUR SOCIAL MEDIA CAMPAIGN? 3 mins – Heads down, silent writing in quadrants. 5 mins – Share your ideas with the group. sweet