The document discusses developing social media behavior guidelines for brands through a process called the Social Media Passport. It involves workshops with clients to define the brand character and translate it into clear social media guidelines. The deliverable is a Social Passport document that includes conversation, content, and outreach guidelines to ensure consistent brand behaviors across social media. The prime prospects for this process are brands that have a defined purpose, see social media as strategically important, are preparing for an active social year, and have multiple people managing their social presence.

1. Social Passport
Projecting Social Media Behavior
June 2012

2. Social Behavior
• Just like people, a brand’s social presence and
perception is made up of more than just the tone,
voice and character
• What we do is just as important as how we do it
• To build advocacy and loyalty, brands need to
behave in a way that mirrors brand personality
and character
• Goal is to translate the brand character work into
clear social behavior guidelines
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3. PWW has a Process and Tools to Define Behavior
How you behave online must reflect who you are
offline.
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4. The Social Media Passport – What Do We Do?
CP Lead, SPG Lead, and a facilitator spend a half day with
5 or 6 of your clients and partners doing a guided
discovery exercise, making tough articulations about what
your brand is and is not.
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5. The Social Media Passport – Deliverable
After analysis of the decisions made, and the application of
our methodology, we deliver the Social Passport document,
to ensure consistent brand behaviors across social
touchpoints.
It includes:
2.Conversation guidelines
3.Content guidelines
4.Outreach guidelines
It has value immediately to inform briefs and to review
work against, as well as to influence long-term activity.
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6. Prime Prospect
• The prime prospect for this is a brand who:
• Has a defined brand purpose
• Views their social media presence as strategically
important
• Is preparing for a busy year in the social space
• Is considering bringing community management in-
house or have many people involved in the social space
• Has had some close calls, trepidation, or faux pas.
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7. What We’re Asking
Review your Schedule 30 We will help
clients for an minutes with you sell it
opportunity McMullen
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