STEP 1How Do You AdoptThe
Social MediaMindset?All slides in this deck copyright Debbie Weil, 2011

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 2How Do You FindYour
Social MediaSweet Spot?

SOCIAL MEDIASWEET 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 YOUFIND THE SWEETSPOT BY
ACCIDENT

STEP 3How Do YouSolve TheSocial
MediaPuzzle?

LEARN HOW TO FITTHE PIECES
TOGETHER

UNDERSTANDTHE CHALLENGE

HUGEDIGITALFOOTPRINT

TWITTER• 1.8 million followers• dozens
of store accountsFA C E B O O K• 443,000 fansBLOGS• cooking & CEO blogsFLICKER• photo streams• contestsFOUR SQUARE• check insMOBILE APPS• iphone and androidAND MORE

WHAT CAN YOU STEAL?How Whole
Foods uses the different tools together to feedthe hungry content beast. They have an editorial calendarand 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

PROOFSubmittedprojects havereceived 42million votes,more thanvoted
in lastpresidentialelection.

SWEET SPOTMultiple sharingoptions, includingFacebook,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 4LET S PLAY THE
SOCIALMEDIA GAME

SOCIAL BY SOCIAL {game instructions
}Take a piece of paper and draw a line down and across toturn 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. sweetaudience spot who willSocial media execute tools

SPEAKER Named one of the
Most Influential Women in Technology in 2010, Debbie Weil is an author, speaker, and corporate social media consultant based in Washington DC. EMAIL: debbie.weil@gmail.com MOBILE: 202.255.1467 WEBSITE: www.debbieweil.com TWITTER: @debbieweilAll slides in this deck copyright Debbie Weil, 2011

RESOURCESBlogs For case studies
on how to use social media and tips on writing great content: Mashable www.mashable.com Problogger www.problogger.net CopyBlogger www.copyblogger.comSeth Godin http://sethgodin.typepad.com Books Linchpin by Seth Godin New Rules of Marketing and PR by David Meerman Scott (2nd ed. 2010) Send by David Shipley and Will Schwalbe (on how to use email) The Networked Nonprofit by Beth Kanter and Allison Fine The Twitter Handbook by Tim O Reilly and Sarah Milstein The Corporate Blogging Book by Debbie Weil (download 2010 ed. from Amazon)