Your Social Media Sweet Spot

Debbie Weil
Debbie WeilAuthor, Book Coach, Publisher, coast of Maine & Brooklyn, NY at Voxie Media
Your Social Media Sweet Spot
STEP 1
How Do You Adopt
The Social Media
Mindset?
Your Social Media Sweet Spot
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
Your Social Media Sweet Spot
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
audience	

                           spot	





                        who will
Social 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: @debbieweil




                     All slides copyright Debbie Weil, 2011
RESOURCES
Blogs 	

 	

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.com
Seth 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)
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Your Social Media Sweet Spot

  • 2. STEP 1 How Do You Adopt The Social Media Mindset?
  • 4. BE TRANSPARENT •  take advantage of negative feedback •  open up two-way conversation and listen •  collaborate and create with your stakeholders
  • 5. Stay Foolish EXPERIMENT •  try something new on facebook or your blog •  nobody responds? falls flat? •  fail fast. ok to feel foolish. move on.
  • 6. STEP 2 How Do You Find Your Social Media Sweet Spot?
  • 7. 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
  • 8. SOMETIMES YOU FIND THE SWEET SPOT BY ACCIDENT
  • 9. STEP 3 How Do You Solve The Social Media Puzzle?
  • 10. LEARN HOW TO FIT THE PIECES TOGETHER
  • 13. 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
  • 14. 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
  • 16. PROOF Submitted projects have received 42 million votes, more than voted in last presidential election.
  • 17. SWEET SPOT Multiple sharing options, including Facebook,Twitter, mobile, widgets.
  • 18. 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.
  • 19. STEP 4 LET S PLAY THE SOCIAL MEDIA GAME
  • 20. 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.)
  • 21. 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 audience spot who will Social media execute tools
  • 22. 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: @debbieweil All slides copyright Debbie Weil, 2011
  • 23. RESOURCES Blogs   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.com Seth 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)