1. How to set a social media strategy.
(An actual one. On paper. That you will do.)
katie richman
@espn_prodgirl

2. It used to be simple.
+

3. In 2012, social media is not simple. You must choose.
That’s okay.

4. How to set a social media strategy.
Step 1: Find some time.
Set a social strategy conference.
Smallest team possible.
+ + + +
+ + +

5. How to set a social media strategy.
Step 2: Identify your target.
+ + + +
It’s a big social universe.

6. How to set a social media strategy.
Step 2: Identify your target.
+ + + +
Who’s your target?

7. How to set a social media strategy.
Step 2: Identify your target.
With social, we talk to:
Women.
Generally older than high school.
+ + +
Fans of men’s & women’s sports. +
Athletes. Serious about fitness.
Who follow pro athletes, on- & off- field.
Who dig the intersection of sports &
culture.
Not the “mommy blogger” category*
Women that CROSS OVER.
“Athlete” is central to her identity.
Yet she’s a part of lots of other communities.

8. How to set a social media strategy.
Step 3: Do a content check.
Does your organization produce any
content?
Photography:
Personal. Professional. Event galleries.
Mobile shots taken by you.
+ + + +
Video:
Mobile video. Instructional. Action.
Text:
Blog. Guest posts. Local news articles.
Other:
Mixed media? Podcasts? List it all.
(Do you like doing it? Food for thought.)

9. How to set a social media strategy.
Step 3: Do a content check.
Any media assets from the
past?
- Archival photography. (even prints)
-+Athletes, were you ever in a +
+ mag? +
- Articles written. Org articles saved.
- Archive from an old blog.
- Past podcasts, interviews, livestreams.
- Instructional videos, etc.
It doesn’t have to be new.
Social loves repackaged & relaunched.

10. How to set a social media strategy.
Step 3: Do a content check.
If you don’t produce content, do you want to learn?
+ + + +
Your team should be HONEST
on resources, aptitude and interest.
NO is okay.

11. How to set a social media strategy.
Step 4: Target + Media Assets. Mix.
+ + + +
YOUR SOCIAL MEDIA TARGET
+
CONTENT YOU HAVE & CAN MAKE
=
WHERE TO SINK YOUR TIME IN
SOCIAL.

12. 2012 Social Media Who’s Who
PLATFORM WHAT USERS FEMALES AVG AGE MEDIA BEST FOR
Text, Photo, Everyone.
Facebook Brand pages. 901M+ 60% F 41
Video, Audio See Users!
Everyone.
Twitter Micro-blogging. 555M+ 60% F 37 Text Ease of use +
growth
Video bloggers,
Video posting &
YouTube 800M 50% F <18 Video athletes, trainers.
sharing channels. Post archival video.
Hard to say. Google
Google’s version of Text, Photo, ‘counting’ logged-
Google+ 170M 37% F n/a
Facebook Video, Audio in users of
products.
Simple multimedia 50M Text, Photo, Fashion. Young.
Tumblr 63% F 35
& social blog tool. blogs Video, Audio Photo-centric.
Fashion, apparel.
Browse & pin
Pinterest 12M 79% F 40 Photo All things visual &
photos. motivational.
Mobile photo All things visual.
Instagram 80M 53% F <35 Photo Phototography.
sharing
Text, Photo, Career networking.
LinkedIn Career networking. 150M 42% F 44 Recruiting.
Video, Audio
Locations where
Foursquare Mobile check-ins 23M 40% F n/a Data, Photo users can check in.
As of July
2012

13. Five things we’ve learned.

14. Women + Social Media: What We’ve Learned
#1. Women are MOBILE FIRST.
Start with your mobile end-user in mind always.
If your end-user is the woman with the earbuds, what comes into play?

15. Women + Social Media: What We’ve Learned
#2. Expand your definition of CONTENT
If this gets HALF A MILLION LIKES, we have redefined “content.”
Anyone can do this.

16. Women + Social Media: What We’ve Learned
#3. Expand your definition of CONTENT
Here’s our
version.
Anyone can do this.

17. Women + Social Media: What We’ve Learned
#4. YOU are your own core demo. If you wouldn’t share it, don’t post it.
#4 BREAK. Let’s play a game called:
Would you share
this?
Raise your hand if you would share
this...

18. Women + Social Media: What We’ve Learned
WOULD YOU SHARE THIS?

19. Women + Social Media: What We’ve Learned
WOULD YOU SHARE THIS?

20. Women + Social Media: What We’ve Learned
WOULD YOU SHARE THIS?

21. Women + Social Media: What We’ve Learned
WOULD YOU SHARE THIS?

22. Women + Social Media: What We’ve Learned
WOULD YOU SHARE THIS?

23. Women + Social Media: What We’ve Learned
WOULD YOU SHARE THIS?

24. Women + Social Media: What We’ve Learned
#5. IMAGES. Images. And images.
2012 Paralympics, London
It is the rise of the social image. A beautiful photo is shared above all else.

25. Women + Social Media: What We’ve Learned
#5. IMAGES. Images. And images.
Don’t have a beautiful
photo?
Find a quote or mantra
online in your niche.
Co-opt it.
Add your branding
Post to Social.

26. Women + Social Media: What We’ve Learned
#5. IMAGES. Images. And images.
Don’t have a beautiful
photo?
Create a simple image with
text.
Make visuals your fans can
wear like a badge.

27. Women + Social Media: What We’ve Learned
#5. IMAGES. Images. And images.
Take pictures with your
mobile.
stay BONUS:
this Add WORDS to those pictures.
Triple your shares.
happy.
Add your org’s branding.

28. Women + Social Media: What We’ve Learned
#5. IMAGES. Images. And images.
logo
here
Draw something relevant. Write something. Associate with your brand.

29. Women + Social Media: What We’ve Learned
This is the dorm room of one of our Facebook fans.
Plastered the walls with espnW mantras. Like a real-life Pinterest.

30. GLOBAL SPORTS MENTORING PROGRAM
Social Media Workshop
Thoughts? Questions?
Resources? Help on next steps?
September 6, 2012

31. Come find me anytime.
about.me/katierichman
twitter.com/espn_prodgirl
linkedin.com/in/katierichman