1.  Introductions
◦ Who is this guy?
◦ I know you, but please tell me why you are here!
 Classes (Meet four times)
◦ Today: Overview of no-nos or potential no-nos
◦ Next time: Yes, do this!
◦ Third time: Now what … how do you start?
◦ Two weeks away from class: Go out in the “wild”
◦ Final meeting: What did you learn? Share results

2.  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.  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.  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.  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.  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.  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.  Did I mention that a Tweet has a lifespan of
eight minutes? You have to respond within
eight minutes for conversation to happen!

9.  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)

10.  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!

11.  Having others post for you under your name!

12.  Sharing without reading.
◦ Everything reflects on you!
◦ “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!

15.  What did you come up with?
◦ 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.

16.  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.

17.  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

18.  Welcome
 Review last time: What were your main
takeaways?
 Any questions?

19.  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.

20.  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?

22.  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.

23.  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

25. 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"

28.  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?

30.  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.  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)

32.  What are yours? (Write them down)

33.  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.

34.  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.

35.  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.

36.  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

39.  Set expectations!

40.  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!

41.  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?

43.  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.

44.  Your goals
 Your area of expertise (Focus)
 Time management (Maybe include this)
 Do’s
 Don’t

45.  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: Not next week!.
 Be prepared to report back on your project.
 If questions in the meantime:
ctrappe@gmail.com OR twitter.com/ctrappe
OR facebook.com/ctrappe.