Social Media with CommunityDebbie Weil

Founder & PresidentWordbiz.com

Ac! 7

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 !

Y O U •  PR •  brand enhancement •  new way of doing

business? •  drive revenue?

E M P L O Y E E •  a bit of self-promotion •  expand comms toolset •  feel more valuable

C U S T O M E R S •  save money •  be part of

something cool •  easy to participate

S O C I A L M E D I A S W E E T S P O T

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 !

•  1.8 million followers •  dozens of store accounts

T W I T T E R

•  443,000 fans FA C E B O O K

•  cooking & CEO blogs B L O G S

•  iphone and android M O B I L E A P P S

•  check ins F O U R S Q U A R E

•  photo streams •  contests

F L I C K E R

A N D M O R E

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.

LET’S PLAY THE SOCIAL MEDIA GAME !

STEP 4 !

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.

audience!

Social media"tools!

who will execute!

sweet"spot!

S PEAKER !

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

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)!

R ESOURCES !