1. Social Media Strategy – Day 1
 Introductions
 Who is this guy?
 I know you, but please tell me why you are here!
 Classes (Meet four times, except Feb. 19)
 Today: Overview of no-nos or potential no-nos
 Next time: Yes, do this!
 Feb. 12: Now what … how do you start?
 Feb. 12 – Feb. 25: Go out in the “wild”
 Feb. 26: What did you catch? Share results

2. Social media strategy
 Objective: To get a general overview of social
media, its impact (positive and negative) on
brands, and the basic best practices on getting
started.
 Ultimate take away: Practice social
engagement, start doing it for your brand,
whether professional or personal.

3. Social media strategy
 Who here is on social media?
 Who here is comfortable on social media?
 Why not (please write down your answers. I
will collect them anonymously later)
 How long has social media been
around? What do you think?
 So, why are some brands (persons or
organizations) slow to be social?

4. Social media strategy
 Why is social media powerful?
 It’s word of mouth on steroids.
 Some of the names that come to mind today are new in the last few years.
Twitter, Facebook, LinkedIn, Foursquare are all newer sites.
Twitter has 200 million monthly users. More than one third of Iowa is on
Facebook.
Then businesses started to join.
Some used the new mediums just like they used old-school ad channels.
As a one-way tool to broadcast information.
At one point most questions from others to some of the big brands were
ignored and not responded too.
 Need to have: Personality, approachability, transparency.

5. Social media strategy
 Assignment: Please take out a piece of paper
(or use your laptop, iPad). Write down these
sections:
 Business goals (Session 2)
 Focus (Session 3)
 do's (Session 2)
 Don’ts (Today)
 Take notes in each section as we talk about
them!

6. Social media strategy – No-Nos
 Twitter user ABC talks about a brand on
Twitter, complaining to his 22,000 followers
that service was terrible. What does the brand
do? No response. (Common. 70-some percent
of top brands don’t respond)

7. Social media strategy – No-Nos
 A waitress Facebooked about bad customers.
 A football player was fined for talking
negatively about the coach.
 #McDStories (negative stories were shared,
interestingly, McDonald’s also shows up on the
good side of things!)
 Somebody tweets at your brand, your social
media person has to go talk to the marketing
director, who has to go check with the CEO to
see what they should respond.

8. Social media strategy – No-Nos
 Did I mention that a Tweet has a lifespan of
eight minutes? You have to respond within
eight minutes for conversation to happen!

10. Social media no-nos
 A juror in the UK was dismissed after she
disclosed sensitive case information on her
Facebook profile, MSN reports. "I don't know
which way to go, so I'm holding a poll" the juror
wrote, asking her Facebook friends to weigh in
on the case. (Source)

11. Social media no-nos
 I visited a local business
 Chatted with the owner
 Followed them on Twitter
 The next day they said: “Thanks for following.
Hope your week is going great.”
 No mention about yesterday? Why not? I didn’t
feel very connected!

12. Social media no-nos
 Sharing without reading.
 Everything reflects on you! (Billy Madison
example)
 “I love your stuff.” What stuff?
 Mixing up accounts! Person posted personal
message to a company page!
 Somebody overseas took Twitter users to
court for retweeting libelous information!

13. Social media no-nos

14. Social media no-nos
 What did you come up?
 For next time, if you didn’t type these up, please
start a document that has 3-6 points listed:
 Social media don’ts
 Point A
 Point B
 Point C
 Etc.

15. Social media no-nos
(examples)
 Do not:
 Say anything you wouldn’t want to see in the
newspaper or wouldn’t say to somebody’s face!
 Not respond to people!
 Share other’s information without reading it!
 Have unnecessary approval processes
 Be afraid of following up, apologizing and moving
on.

16. Social media strategy wrap – Day
1
 Questions?
 Next time:
 Bring your started strategy with Don’ts!
 We’ll talk about do's and start talking about
business goals
 Questions in the meantime:
 ctrappe@gmail.com
 twitter.com/ctrappe

17. Social media strategy – Day 2
 Welcome
 Review last time: What were your main
takeaways?
 Any questions?

18. Social media strategy
 Today:
 Example of good engagement. do's.
 Make sure you write down bullet points for your
strategy.
 Business goals: Everything you do should fit into
a business goal. We’ll talk about that.

19. Social media strategy - do's
 Social media is social!
 Non-tech comparison:
 At somebody’s house for dinner. Do you say: Buy
this OR do you just talk?
 They may still buy or use your business but you
wouldn’t think of mentioning that first, right?

20. Social media strategy - do's

21. Social media - do's
 Connect around topics.
 What’s the topic that you are an expert in or
are striving to be an expert in?
 Then connect with people in those areas.

22. Social media - do's
 Examples:
 #Blogchat
 Mack Collier runs it. Hundreds of people participate
each Sunday night. He’s now a speaker and author.
 Welcomes new people.
 Approachable. (Tries to meet people in person)
 United Way Worldwide conference
 2,000
 Tweeters connected by topics
 In person, too, after that

24. Social media - do's

Wal-Mart has higher engagement than Target, despite having
similar Facebook fan pages. Source
A large portion of the brand’s most successful posts are not
directly tied back to the brand itself but rather are designed to
appeal to the broad interests of its customers. They are
publishing posts that say, “Happy 53rd Birthday Hawaii” with
a picture of a sunset or “Like this if you’re going to miss
summer” featuring a picture of a cute dog. Walmart has found
that short, conversational and non-promotional posts
featuring fun photos is what engages its fan base. They are
blasting their fans with hundreds of posts, but they are posts
that the people want to see"

27. Social Media - Business Goals
 Everything you do on social media/the web
needs to fit into your overall business goals.
 Should be able to tell what they are when you
look at an account!
 What are mine… can you tell?

29. Social Media – do's Examples
 Be conversational
 Recognize people
 Respond … quickly.
 Pick an area or areas of expertise.
 Share knowledge.
 Don’t sell all the time.
 Remember that it takes time! (Engagement
pyramid)

30. Social media business goals
 Learn and be known as a
communicator/connector:
 Share knowledge around the topics of:
 Communication
 Technology
 Media
 Advertising
… Communication-related topics
 Working in the communication field. Be seen
as somebody who has thoughts to share.

31. Social media – Business goals
 What are yours? (Write them down on a
paper)

32. Social media
 Review: Your main takeaway?
 Next time: Bring your social media plan so far.
Should look like this:
 Business goals
 Do's
 Don’ts
 We will talk about Focus, Time Management
and Monitoring the next time.

33. Social media strategy – Day 3
 Welcome back!
 Thoughts from last time? Main takeaways?
 How is your plan looking?
 Today: Building an audience, focus, time
management, monitoring.
 For next time: Use what you’ve learned so far
in social media (my suggestion: Twitter,
Facebook, maybe LinkedIn). Report back next
time what worked, what didn’t, etc.

34. Social media – Building an
audience
 Use what you have!
 Share valuable/conversational content. People will
share it if it’s meaningful to them.
 Test this: “Statement. LIKE if you agree. Comment if
you disagree.” (This works for some brands but not
all. Usually bigger ones with a huge following.)
 Make it easy for people to sign up.
 Direct links to your accounts from your websites/newsletter,
etc.
 Include in printed materials.
 Share on your personal accounts … but think about if
it fits and how.

35. Social media – Building an
audience
 Facebook: People come to you!
 Twitter: Do a search for relevant keywords in
the area.
 Follow people who show interest.
 Example: https://twitter.com/search-advanced

37. Social media – When content is
shared

38. Social media – Time
Management
 Set expectation!

39. Social media – Time Management
 Set alerts: Get email notifications when
somebody mentions you.
 Google.com/alerts
 Other services exist, but there’s a cost.
(Radian6, Salesforce)
 If not live response: Set a time or two per day
to check: First thing in the morning. Then
again later. 10-15 minutes.
 Post something new in your area of expertise
each time!

40. Social media – Focus (What to
say)
 Pick your area of expertise.
 Pay attention!
 Write down ideas.
 Read them back to co-workers/bosses before
sending. Get feedback! Don’t want to get into
an approval process, though! Think about Do’s
and Don’ts.
 Tweet/Facebook the ones that fit.
 Keep an eye on insights. How do people
react?

41. Social media - Focus

42. Social media - Focus
 Watch for good stories.
 Media stories to share.
 How do you know what to share?
 Interesting!
 You mention it. (“Hey, xxx, I have to tell you this
…)
 It fits within your area of expertise.
 If you need structure: Develop a content calendar,
but don’t let things be stale.

43. Social media – Your Plan
 Your goals
 Your area of expertise (Focus)
 Time management (Maybe include this)
 Do’s
 Don’t

44. Social media strategy - Wrap
 For next time: Use what you’ve learned so far
in social media (my suggestion: Twitter,
Facebook, maybe LinkedIn). Report back next
time what worked what didn’t, etc.
 Next class: Feb. 26. No class on 2/19.
 Be prepared to report back on your two week
project.
 If questions in the meantime:
ctrappe@gmail.com OR twitter.com/ctrappe
OR facebook.com/ctrappe.