This document contains worksheets for social media workshops aimed at developing a thorough understanding of social media and first activities for brands. The worksheets include exercises for mapping a brand's marketing activities to different consumer pathways and stages, and exploring how social media could support various marketing channels. Additional worksheets guide participants in defining social media roadmaps by analyzing consumer behavior and competitors, and setting strategies and processes for social media marketing implementation.

1. WORKSHEETS FOR
SOCIAL MEDIA WORKSHOPS
A collection of worksheets for social media workshops to foster a
thorough understanding of social media and develop first activities for
brands.
Created by The Main - a strategy consulting firm for digital marketing
based in Hamburg, Germany.

2. THE MAIN
THE PATHWAY PUZZLE
CHOOSE A CASE, EXPLAIN WHAT IT MAKES SO SPECIAL AND PLACE IT
WITHIN THE CONSUMER PATHWAY

3. THE MAIN
SOCIAL PLUG ‘N‘ PLAY
CHOOSE A PATHWAY STAGE, DESCRIBE YOUR CURRENT MARKETING
ACTIVITIES & DISCUSS HOW SOCIAL MEDIA COULD OFFER SUPPORT
EXERCISE #2:
SOCIAL PLUG ’N’ PLAY
2.
6.
7.
2.
6.
7.
WHICH MARKETING
ACTIVITIES ARE IN PLACE
OR PLANNED?
WHICH SOCIAL MEDIA
MARKETING CHANNELS &
ACTIVITIES CAN SUPPORT
THE MARKETING MIX IN
THIS SPECIFIC STAGE?
(Use the Social Media Marketing
wheel to chose & keep questions
to consider in mind)
WHAT ARE THE STRENGHTS
OF YOUR CHOSEN
CHANNELS & ACTIVITIES?
(e.g. Easy to apply, channel
already set up, highly relevant
for target group, etc.)
Are customers using this specific channel?
What are they expecting in this specific channel?
Why is the channel/activity/ idea relevant for our customers?
What would you tell about the brand and products?
Are there interdependencies or interplays with other
marketing channels/activities?
Is this specific channel/activity ongoing or limited in time?
Is the activity serving rather the brand or the product?
Which brand-user interactions are possible?
Which user-to-user interactions are possible?
How do you differentiate from competitor brands?
QUESTIONS TO CONSIDER
Name(s) of stage(s)

4. THE MAIN
ROADMAP
FILL IN YOUR MARKET, DEFINE YOUR OVERALL OBJECTIVES AND DEFINE
STEPS HOW TO REACH YOUR OBJECTIVES
EXERCISE #3: ROADMAP WORKSHEET
Define relevant Social Media channels
by analyzing
Consumer Behavior
Social Media /Mobile Touchpoints
Competitor Social Media Marketing
Data (Web, Customer-Database, Buzz, etc.)
_________________________
Set up & implement:
Monitoring
Ongoing Data Tracking
Data Evaluation & Interpretation
Reporting & Optimization
_________________________
Set up a Social Media Strategy
Brand Communication & Campaign Planning
Channel & Channel-Interplay Strategy
Content & Issue Management Strategy
Social Media “Media” Strategy
KPIs & Scorecard
_________________________
Set up and implement:
Internal and external Processes
(with users, suppliers, etc.)
Approvals, Policies & Guidelines
Content & Platform
Issue Management
Monitoring & Reporting
Data-Operation
(Media, Web, Social Media, Database)
_________________________Develop creative Concepts for:
Content
Platforms
Tools & Apps
Creatives
_________________________
Train, hire and integrate:
Community Management
Amplification Management
(Key Influencer Manager)
Data Analysis
Content Production/Editor
Tracking & Data Evaluation /Analyst
_________________________
Develop, produce & implement:
Content
Advertising Media
Platform Set-Up
Apps, Tools, Widgets, etc.
_________________________
2.
ANALYSIS
CREATION&
TECHNOLOGY
STRATEGY
PROCESS&
ORGANISATION
CONCEPT
COMPETENCIES&
RESSOURCES
CREATION&
TECHNOLOGY
COUNTRY
4.
1.
NEXT STEP #5
NEXT STEP #4
NEXT STEP #3
NEXT STEP #2
NEXT STEP #1

5. THE MAIN GMBH
Holstentwiete 15
D-22763 Hamburg
+49 (0) 40 29 81 20 77 40
info@themain.de