SOCIAL MEDIA STRATEGY AND

LLAMASBrooke McMillanSocial Llama Consulting

COMMUNITY MANAGERS AND LLAMAS

What do these two species have in common?

A COMPARISON FOR THE DIGITAL AGEOnline Community Managers

Produces content

Day to day online maintenance

Alerts you when your brand is in danger

Stays on talking points you set

Yell your mission from the “mountain tops”

Are very social beings

Only spit when provoked…by trolls

Llamas

Produces fiber

Day to day yard maintenance

Alerts farmers when livestock is in danger

Can easily learn repetitive tasks

Can carry heavy packs up mountain tops

Very social animals

Only spit when provoked

BUDGETS AND BANDWIDTH

You think we have the money to hire a social media manager?

SKILL SETS

Understands your brand

Understands your constituents

Can give a solid elevator pitch under pressure

Genuinely friendly

Thick skinned

Can take YOUR vision and translate it online

Age is not a skill set!

QUESTIONS TO ASK YOUR TEAMHow do we currently communicate with your base?

What resources can we devote?

Where do our constituents live online?

What do we hope to achieve?

HAVE REALISTIC EXPECTATIONS

WHICH PLATFORM IS BEST?

You don’t need to know them all so stop freaking out.

THINK ABOUT YOUR POTENTIAL CONTENTWhat visuals do you have?

What kind of text do you have?

Do you host events?

Where are your constituents?

What does your llama think?

REMEMBER ROLES

You:

Set the vision

Set the rules of engagement

Set the strategy

Your Llama:

Translates your vision online

Understands the rules of engagement

Executes on the strategy

CRISIS MANAGEMENTWhen done correctly, social media can protect you and elevate you above the noise.

LIVESTRONGCRISIS TIMELINE 2012

October 10: USADA report released

October 15: Foundation 15th Anniversary Weekend

October 17: Lance steps down as Chairman

October 22: Lance stripped of titles

November 4: Lance resigns from board

November 14: Foundation official name change final

LIVESTRONGCRISIS TIMELINE 2013

January 8: Oprah announces interview.

January 14: Lance apologizes to staff. Tapes interview with Oprah.

January 16: Foundation issues statement in advance of interview.

January 17: Part 1 of Lance’s interview with Oprah.

@LIVESTRONG tweets minutes before the showFoundation sends house file email with shareable graphic

January 18: Part 2 of Lance’s interview with Oprah.

WE HAD 6 DAYS TO PREPARE

CHOOSE YOUR PATH NOW

Get everyone on the same page immediately.

I MEAN EVERYONE Program Managers

Public Relations

Communications

Board Members

Human Resources

Front Desk

Interns and Volunteers

Donors

Web Designers

GET TO WORKTalking points ready.Strategy set.Go.

USE SOCIAL TO DISPEL MYTHS

USE SOCIAL TO INFORM

USE SOCIAL TO PROTECT YOUR COMMUNITY

USE SOCIAL TO LISTEN

BE NICE TO YOUR LLAMA

DEVELOP STELLAR CONTENT

Create a content calendar. Stay flexible.Repurpose what you have.

2013

2012

GIVE THEM SOMETHING TO SHARE

ARM YOUR ADVOCATES

BE TRANSPARENT

SHARE GOOD NEWS

DON’T FORGET YOUR LLAMA

Take care of your staff. Check in with them.

REMEMBER ROLES

You:

Set the vision

Set the rules of engagement

Set the strategy

Your Llama:

Translates your vision online

Understands the rules of engagement

Executes on the strategy

BROOKE MCMILLAN

Email:Brooke.McMillan@gmail.com

Twitter:@McMillanATX

Facebook:Facebook.com/SocialLlamaConsulting

Blog:SocialLlamaConsulting.Wordpress.Com