This document provides an introduction to social media and strategies for developing an effective social media presence. It discusses what social media is, how organizations can leverage social media to support causes and movements, and examples of successful social media campaigns. It then outlines tips for building a social media plan, including starting by listening, identifying relevant platforms, developing compelling content, engaging influencers and fans, and maintaining a personal brand. Resources and tools for implementing each step of a social media strategy are also provided.

1. Introduction to Social Media
Amy Tennison, Dell Social Media & Community Program
Global Marketing

2. This discussion will cover…
What is social Learning from Building a plan:
media? early adopters:
Tools, tips and
Understanding Social media case resources to get
the ecosystem studies you started
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3. The Social Media Revolution
Source: http://www.youtube.com/watch?v=3SuNx0UrnEo
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4. Social
Media has
reached
Mass
Maturity.
Source: http://www.slideshare.net/duckofdoom/welcometosocialentertainment-annualreport2011110112041518phpapp02
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5. What is social media?
• Any tool or service that uses Internet to
facilitate conversations
• Words, pictures, video, audio, experiences,
observations, opinions, news and insights
• Connections and collaborations between
friends, peers, and influencers
• The redistribution of influence
• An opportunity and privilege
- Brian Solis, “Engage!”
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6. Leverage social media to…
Support a Start a
Fundraise
cause movement
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7. Charity Water “Birthday” Campaign:
Making it simple & easy to help via Social Media
Source: http://techli.com/2012/03/twitter-social-good/
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8. Arab Spring Revolution:
Social Media key to starting, collaborating & organizing protests
Source: http://www.pr-media-blog.co.uk/tag/egypt-social-media/
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9. Saudi #Women2Drive Campaign:
Leveraging Social Media to Document Campaign
Source: http://mashable.com/2011/06/17/saudi-women-driving-campaign-begins/
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10. Obama Campaign:
Harnessing the power of “micro-givers”
Source: http://stuff.xplane.com/obama/
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Source: http://www.xplane.com/obama/

11. Building
your social “The elegance and
efficacy of people
media plan who, through the
pursuit of their goals
discover they can
make a positive
impact
disproportionate to
their resources”
The Dragonfly Effect
by Jennifer Aaker
Source: http://leesbird.com/2009/01/09/it-dragonflies/
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12. What is your objective?
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13. 5 tips for building your social media plan
1. Start by listening
2. Identify where you should be active
3. Develop compelling content and make it shareable
4. Engage your influencers, fans and networks
5. Don’t forget about your personal brand
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14. 1. Start by
Listening
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15. Listening report: 2012 Egyptian Elections
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16. Listening to conversations: free tools
Twitter.com Search Google.com/Alerts Socialmention.com
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17. Listening to conversations: Twitter search
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18. Listening to conversations: Google.com/Alerts
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19. Listening to conversations: Socialmention.com
Google.com/Alerts
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20. 2. Identify
where you
should be
active
Source: http://interactyx.com/wp-content/uploads/legacy-files/images/stories/siteimages/social_media_sites_original.jpg
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21. Where? Broad use social media platforms
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22. 3. Develop
compelling
content
and make it
shareable
Source: http://blog.hubspot.com/blog/tabid/6307/bid/14353/60-of-Social-Media-Messages-are-Links-to-Published-Content-Data.aspx
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23. Emotion is king in social network sharing
Source: http://digitalquarters.net/2012/03/living-up-to-your-social-potential-understanding-the-emotions-that-drive-sharing/
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24. Tips for developing compelling content
• Share with purpose (Does this • Leverage links and cite 3rd party
tie back to my objective?) sources
• Embrace what makes you • Include a clear call to action
unique (What do you want them to do
with your content?)
• Be consistent
• Sweat the small stuff
• Make it visual & interactive
(photos, videos, cartoons,
infographics, music, etc.)
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25. 4. Engage
your
influencers,
fans and
networks
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26. Easy ways to engage your fans
• Contribute to existing online conversations
• Share relevant content from others
• Thank individuals that share your content
• Ask your community a question
• Invite your online community to meet up in person and vice versa
• Use events, key dates and campaigns that fans can rally around
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27. Harness the power of online influencers
• Engaging the right
influencers can immediate
expand your:
– Reach
– Exposure
– Credibility
• Popularity is not always an
indicator of influence;
often based on subject
matter expertise
Source: http://www.pamorama.net/2011/01/30/65-terrific-social-media-infographics/
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28. 5. Don’t
forget
about your
personal
brand
Source: http://betterbusinessbrand.com/wp-content/uploads/2012/01/Personal_Branding_wordle2.jpg
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29. Google yourself. What comes up?
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30. Influential women on Twitter
Gigi Ibrahim Marina Petrillo Françoise Boivin
@Gsquare86 @alaskaRP @FBoivinNPD
Cairo, Egypt Milano, Italy Gatineau, QC
Followers: >52,800 Followers: >7,600 Followers: >1,900
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31. 3 Ws for your personal brand strategy
• Who do you want to be?
– Identify what you want your online reputation to be and monitor it
regularly
• Where are you going to be active?
– Start with 1 or 2 social media tools; don’t over do it
• What are you going to talk about?
– What are you passionate or knowledgeable about?
– Determine topics and subject matter that you can speak on as an expert
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32. Tips for creating your social media profile
DOs DON’Ts
DO use a friendly and professional photo that conveys a DON’T use a photo that can be misconstrued as negative or
positive image of you damaging to yourself or Dell
DO use words that describe your expertise and DON’T be general when talking about yourself – share the best
experience in detail information about who you are
DO use the same biography and information DON’T split your personality by positioning yourself differently
across social media platforms
DO share your other social media profiles DON’T operate in a silo – if you have something to share, offer it
up
DON’T Sync all of your accounts so you are sharing the exact
same message everywhere
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33. Follow #WPSP on Twitter
Additional
resources Dell’s Women’s Entrepreneur
Network on LinkedIn and Twitter
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34. Planning your social media strategy
Planning your social media strategy
What is your objective? _________________________________________
Social steps Actions Platforms Desired
or Tools Outcomes
Listening
Engaging story/
content
Identify
influencers, fans
Encourage
conversation
Clear call-to-
action
Global Marketing