The Social Media Playbook provides you with a set of tools and methodologies to develop a brand conform and consistent social voice online. It was created for employees who represent a company or a brand in a digital public space.
Text of Social Media Playbook
SOCIAL MEDIA PLAYBOOK 1.0 Prepared by Marc-Oliver Gern January
6th, 2010
This Social Media Playbook is part of a series of educational
documents I prepared for one of my clients. You can use it as an
inspiration or guide to develop your own social media strategies
for your company. Please share your comments and improvements on
http://blog.flip-digital.com This work is licensed under the
Creative Commons Attribution-Noncommercial-Share Alike 2.5 Canada
License.
PURPOSE The Social Media Playbook helps you to develop a brand
conform and consistent social voice online, through all marketing
departments of Company-X.
WHO IS IT FOR This set of tools and methodologies was created
for employees who represent Company-X in a digital public
space.
THE TOOLS n n n n soo soo soo soo Up gU p Up gU p ng ng om Co
miin om Co miin C C
HOW DOES IT WORK By following the guidelines and applying the
tools you can: Check the authenticity of your Social Media ideas,
make relevant adjustments and start with the most promising
ideas.
PART 1 AUTHENTICITY MATRIX Prepared by Marc-Oliver Gern January
6th, 2010
PURPOSE The Authenticity Matrix helps you to develop an
authentic social media strategy and evaluate/prioritize your final
designs. It exists of the Brandvalue and -environment Matrix.
THE BRANDVALUES Circle your ideas around one of those topics if
possible. ! Fill in your Brandvalues BEING GREEN SMART FUN DOING
GOOD
THE BRANDENVIRONMENT Target your ideas always towards the
center if possible. ! Fill up the Matrix with all topics you can
think of, that are related to your company. Prioritize them. Nature
Fear of Heights Trees BC Speed Rainforest Sustainability Quebec
Flying Natural Step Wildlife in Causes Whistler Group Travel
Company Activity Salespeople NZ Great Bears Craftmanswork Guiding
Ziplines Vacation Whistler Birds Canada Education Canopy Walk
Pictures & Plants Eco Tourism Movies Woodpecker Olympia Eco
Sound
PART 2 SOCIAL MEDIA FILTERS Prepared by Marc-Oliver Gern
January 6th, 2010
PURPOSE The Social Media Filters help you to influence people
online, adress the right topics and spread the word
effectively.
THE SOCIAL MEDIA FILTERS By adjusting the right filters you can
optimize your ideas and make them more successful. Strategic Impact
Anticipated Revenue Brand Authenticity Social Experience Based on
Strategic and Impact Based on User Based on Brandvalues Useful,
Usable, Business Goals. Could Engagement, Best and Areas of
Desireable, Sustainable be narrow or wide Practices, Investment.
Engagement. Could be and Social. 5-star rating Could be moderate to
close to far high HIGH CLOSE FAR MODERATE
THE SOCIAL MEDIA FILTERS An example of how to present an idea
to your client by integrating the filters. Short I am Descriptio
linking my n of the ideas to a idea real situation Always picture
Writing my ideas down Pros and Cons
PART 3 SOCIAL MEDIA GUIDELINES Prepared by Marc-Oliver Gern
January 6th, 2010
PURPOSE The Social Media Guidelines help you to develop your
character online as an individual and as an employee at
Company-X.
YOU ARE AN INDIVIDUAL Be professional Be truthful Be authentic
Be open Be accountable
YOU ARE AN EMPLOYEE Be you and not a brand. Use your
personality and language dont sell. Share! Be active Encourage
other users Respond quickly People expect a fast respond at any
time. Commitment is key be out there or not. Use common sense No
one is here to look over your shoulder, but please use common
sense. Dont give away the farm Remember your obligations to your
organization. Check your sources Some sources may acquire inside
knowledge that is not meant for publication. Our friends are your
friends Remember to protect the privacy of Company-X's partners,
agents and guests.
PART 4 SOCIAL MEDIA HEROES Prepared by Marc-Oliver Gern January
6th, 2010
PURPOSE Facebook and Twitter are the most promising Social
Media platforms right now. The following slides provide you with a
set of guidelines to manage and moderate your Twitter and Facebook
account professionally.
GUIDELINES FOR TWITTER Learn the basic twitter tools/techniques
and try to apply these on top: Follow real people The closer your
physical radius of your messages, the more effective twitter gets
as a real- time communication tool online. Make your tweets
retweetable Use URL shorteners whenever possible. Thank people for
following you Again, being human is key. Talk to people like you
talk to them face-2-face. Attention is a currency Following back is
a gesture. One relevant tweet is better than 10 irrelevant Timing
and amount of tweets are important. Dont be annoying. Dont be ME
all the time Develop an interesting topic for your twitter account.
Dont talk about the weather. Avoid politics and religion 140
characters are just not enough to talk about such topics
GUIDELINES FOR FACEBOOK Learn the basic Facebook techniques and
try to apply these on top: Track every activity at all times People
dont care about your 9to5 opening hours. On Facebook they always
expect someone to talk to. Never delete comments or users Negative
comments are unavoidable. Deal with it ASAP. Its a great
opportunity to correct things. By deleting a user or a comment he
will probably use another channel YOU cant control. Give your idea
a picture Posting pictures make your post more clickable. Dont ask
for participation Begging could be a cry for help. Be relevant,
create cool content and people come to you. Choose your team of
admins wisely The closer your admin is to the befriended people the
better it is. Above all Digital Marketing and Social Media is a
complex topic. The processes of development are at a very high
rate. Please don't hesitate to ask Marc-Oliver for advice.
PART 5 SOCIAL MEDIA EXAMPLES Prepared by Marc-Oliver Gern
January 6th, 2010
PURPOSE The following ideas show you the potential of Social
Media for your marketing-, communication and business goals. Create
a cause on Facebook to build up awareness, increase loyalty and
affinity Host a fun online contest to create attention to connect
employees/customers Initiate a fun offline event to strengthen your
brand & attract new clients Use Twitter and offer tweetfaresto
sell more tours, increase sales Take lots of pictures/movies to
extend memories and improve service Sign up for lots of online
directories to maximize recognition Provide knowledge via WIKIS to
strenghten the brandvalues YouTube your work to strengthen local
grassroots visibility
THATS IT! SO, LETS GO AND PLAY
FEED YOURSELF? With with knowledge & inspiration: Upcoming
blog posts on http://blog.flip-digital.com Jan.25th. 2010: A
real-time Twitter Navigation Service Web Fiction Post Series
Feb.11th. 2010: Social Media & Ski Resorts / A detailed
Analysis Feb.24th. 2010: Creative Social Media Ideas for Ski
Resorts This work is licensed under the Creative Commons
Attribution-Noncommercial-Share Alike 2.5 Canada License. 1
