Prepared by Marc-Oliver Gern January 6th, 2010

SOCIAL MEDIAPLAYBOOK 1.0

This Social Media Playbook is part of a seriesof educational documents I prepared for one ofmy clients. You can use it as an inspiration orguide to develop your own social mediastrategies for your company. Please share yourcomments and improvements onhttp://blog.flip-digital.com

© This work is licensed under the Creative Commons Attribution-Noncommercial-Share Alike2.5 Canada License.

PURPOSE The Social Media Playbook helps you todevelop a brand conform and consistent social voiceonline, through all marketing departments ofCompany-X.

WHO IS IT FOR This set of tools and methodologieswas created for employees who representCompany-X in a digital public space.

THE TOOLS

Coming Up soon

Coming Up soon

Coming Up soon

Coming Up soon

HOW DOES IT WORK By following the guidelines andapplying the tools you can:

Check the authenticity ofyour Social Media ideas,make relevant adjustmentsand start with the mostpromising ideas.

Prepared by Marc-Oliver Gern January 6th, 2010

MATRIXAUTHENTICITYPART 1

PURPOSE The Authenticity Matrix helps you todevelop an authentic social media strategy andevaluate/prioritize your final designs. It exists of theBrandvalue and -environment Matrix.

THE BRANDVALUES Circle your ideas around oneof those topics if possible.

BEING GREEN

SMART FUN DOING GOOD

Fill in yourBrandvalues!

Company

Guiding

Rainforest

Ziplines

Natural StepSustainability

Bears

Wildlife inWhistler

Trees

Causes

Olympia

Canada

NZ

Education Canopy Walk

Travel

Vacation

Plants

Fear of Heights

Speed

GreatCraftmanswork

Eco Tourism

Quebec

BC

Birds

GroupActivity

Woodpecker

Flying

Pictures &Movies

Eco Sound

Nature

Whistler

Salespeople

THE BRANDENVIRONMENT Target your ideasalways towards the center if possible.

Fill up the Matrixwith all topics youcan think of, thatare related to yourcompany.Prioritize them.

!

Prepared by Marc-Oliver Gern January 6th, 2010

FILTERSSOCIAL MEDIAPART 2

PURPOSE The Social Media Filters help you toinfluence people online, adress the right topics andspread the word effectively.

THE SOCIAL MEDIA FILTERS By adjusting the rightfilters you can optimize your ideas and make themmore successful.

Strategic ImpactBased on Strategic andBusiness Goals. Couldbe narrow or wide

Anticipated RevenueImpact Based on UserEngagement, BestPractices, Investment.Could be moderate tohigh

Brand AuthenticityBased on Brandvaluesand Areas ofEngagement. Could beclose to far

Social ExperienceUseful, Usable,Desireable, Sustainableand Social. 5-star rating

FAR

HIGH

CLOSEMODERATE

THE SOCIAL MEDIA FILTERS An example of how topresent an idea to your client by integrating the filters.

I amlinking myideas to arealsituation

ShortDescription of theidea

WritingdownPros andCons

Alwayspicturemy ideas

Prepared by Marc-Oliver Gern January 6th, 2010

GUIDELINESSOCIAL MEDIAPART 3

PURPOSE The Social Media Guidelines help you todevelop your character online as an individual andas an employee at Company-X.

YOU ARE AN INDIVIDUAL

Be professionalBe truthfulBe authenticBe openBe accountable

YOU ARE AN EMPLOYEE

Be you and not a brand.Use your personality and language – don’t sell. Share!

Be activeEncourage other users

Respond quicklyPeople expect a fast respond at any time. Commitment is key – be out there or not.

Use common senseNo one is here to look over your shoulder, but please use common sense.

Don’t give away the farmRemember your obligations to your organization.

Check your sourcesSome sources may acquire inside knowledge that is not meant for publication.

Our friends are your friendsRemember to protect the privacy of Company-X's partners, agents and guests.

Prepared by Marc-Oliver Gern January 6th, 2010

HEROESSOCIAL MEDIAPART 4

PURPOSE Facebook and Twitter are the mostpromising Social Media platforms right now. Thefollowing slides provide you with a set of guidelinesto manage and moderate your Twitter andFacebook account professionally.

GUIDELINES FOR TWITTER Learn the basic twittertools/techniques and try to apply these on top:

Follow real peopleThe closer your “physical radius of your messages”, the more effective twitter gets as a real-time communication tool online.

Make your tweets retweetableUse URL shorteners whenever possible.

Thank people for following youAgain, being human is key. Talk to people like you talk to them face-2-face.

Attention is a currencyFollowing back is a gesture.

One relevant tweet is better than 10 irrelevantTiming and amount of tweets are important. Don’t be annoying.

Don’t be “ME” all the timeDevelop an interesting topic for your twitter account. Don’t talk about the weather.

Avoid politics and religion140 characters are just not enough to talk about such topics

GUIDELINES FOR FACEBOOK Learn the basicFacebook techniques and try to apply these on top:

Track every activity at all timesPeople don’t care about your 9to5 opening hours. On Facebook they always expect someoneto talk to.

Never delete comments or usersNegative comments are unavoidable. Deal with it ASAP. It’s a great opportunity to correctthings. By deleting a user or a comment he will probably use another channel YOU can’tcontrol.

Give your idea a picturePosting pictures make your post more clickable.

Don’t ask for participationBegging could be a cry for help. Be relevant, create cool content and people come to you.

Choose your team of admins wiselyThe closer your admin is to the befriended people – the better it is.

Above allDigital Marketing and Social Media is a complex topic. The processes of development are at avery high rate. Please don't hesitate to ask Marc-Oliver for advice.

Prepared by Marc-Oliver Gern January 6th, 2010

EXAMPLESSOCIAL MEDIAPART 5

PURPOSE The following ideas show you thepotential of Social Media for your marketing-,communication and business goals.

Provide knowledge via WIKIS – to strenghten the brandvalues

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 tweetfares– to 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

YouTube your work – to strengthen local grassroots visibility

SO, LET’SGO ANDPLAY

THAT’S IT!

This work is licensed under the Creative Commons Attribution-Noncommercial-Share Alike 2.5 Canada License. 1

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 AnalysisFeb.24th. 2010: Creative Social Media Ideas for Ski Resorts