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Debbie Weil, Wordbiz

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Tod Plotkin
Tod Plotkin

Finding Your Social Media Sweet Spot: We'll steal ideas from B2C and B2B case studies to identify the sweet spot where what YOU want to achieve overlaps with what YOUR COMMUNITY wants. Interactive game included. Don't miss this session!

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Ac! 7 Social Media with Community Debbie Weil Founder & President Wordbiz.com
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! 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
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
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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Debbie Weil, Wordbiz

  • 1. Ac! 7 Social Media with Community Debbie Weil Founder & President Wordbiz.com
  • 2.
  • 3. STEP 1! How Do You Adopt! The Social Media! Mindset?!
  • 4.
  • 5. BE TRANSPARENT! •  take advantage of negative feedback •  open up two-way conversation and listen •  collaborate and create with your stakeholders
  • 6. Stay Foolish! EXPERIMENT! •  try something new on facebook or your blog •  nobody responds? falls flat? •  fail fast. ok to feel foolish. move on.
  • 7. STEP 2! How Do You Find Your Social Media Sweet Spot?! !
  • 8. 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
  • 9. SOMETIMES YOU FIND THE SWEET SPOT BY ACCIDENT!
  • 10. STEP 3! How Do You! Solve The! Social Media! Puzzle?!
  • 11. LEARN HOW TO FIT THE PIECES TOGETHER !
  • 14. 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
  • 15. 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.
  • 17. PROOF Submitted projects have received 42 million votes, more than voted in last presidential election.
  • 18. SWEET SPOT Multiple sharing options, including Facebook,Twitter, mobile, widgets.
  • 19. 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.
  • 20. STEP 4! LET S PLAY THE SOCIAL MEDIA GAME!
  • 21. 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.)
  • 22. 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!
  • 23. 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
  • 24. 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)!