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Welcome

Dial in:Conference Line #: 1-877-885-3221

Passcode: 5775274

To mute and unmute your line, press *6.Feel free to use the chat function to share

thoughts or questions.

Agenda

1. Welcome and Roll Call2. Check In3. Planning for the Year 4. Editorial Calendar and Optimizing

Content5. Next Steps

Check In

Check In

What is your SMART objective for social

media?What is your audience

segment/target?

Please type your responses into the chat.

Review of the Crawl, Walk,

Run, Fly Model

Crawl Walk Run FlyTime Investment Link Social to

Communications Objectives

Integrated Content Strategy

Integrated Multiple Channels

Culture Change Social Media Policy Engage Influencers and Partners

Network Building

Basics Small Pilots for Insights and Practice

Best Practices in Tactics, Tangible

Results

Reflection, Continually Improve Results

Themes Categories IndicatorsBest Practices and Metrics

COMMITMENT CULTURE Networked MindsetInstitutional SupportCommunications Strategy

CAPACITY Hours Expertise Social Channels

MEASUREMENT Tools Analysis AdjustmentINSIGHT RESEARCH Brand Monitoring Relationship Mapping

Influencer Research CONTENT Editorial Calendar Integrated Content/Curation Strategy Social Content Optimization

Interaction/Responsiveness Social Events

IMPACT FOLLOWING Fans, Followers, and Connections Superfans , Champions RESULTS Engagement Thought Leadership

Action

Details: Crawl, Walk, Run, Fly Model

Best Practices and Metrics Change and

Scale According to

Level

Planning for the Year

What do you need to focus on in your workplan for the year to

get to the next level?

Please type your responses into the chat.

Editorial Calendar

and Optimizing

Content

Shift From Campaign to Media Site

Mindset

HighlightsReviewsStoriesCase Studies

Breaking NewsPolicy NewsDataReports

TipsTutorialsListsResources

Idea PiecesInterviewsOpinionAnalysis

Features News How ToIdeas

How To Think About Content

BalanceSpontaneous

with Strategic

Real Time

Planned

Original

Curated

• Identify Audience• Channel• Frequency• Content • Optimization

Tool: The Editorial Calendar

What will you say?What will engage your

audience?

Editorial Calendar

Getting Into Newsfeeds: Edgerank

Score• Consistent posting, but not too much per day (Test 1x

every other day)• Post engaging, relevant content, not constant self-

promotion• Exclusive content• Calls to action – ask your audience to share, like or

comment• Understand the right time to post – test Zarella findings

with your audience using Insights data

Don’t Forget To Plan for

Facebook Timeline Features

#1: Pin a PostA status update that you select to stay at the top of your Timeline that does not slip down as you add posts to your page.

#2: Highlight a PostA post selected to expand across your Timeline, taking up the space of both columns. Highlighting a post will help you draw more attention to the most important content on your page.

#3: Create MilestonesSpecial dates that tell the story of your organization through words and images.

CuratingSMARTer:Facebook

1.Find pages that share relevant content to like as your page admin.

2.Log in and scan your newsfeed.

3.Share relevant and high-shared items.

Content Optimization

Tips for Twitter

Write Great

TweetsOmit Needless Words

Describe, Simplify, Avoid

One Thought per Tweet

Be Human

Make it Sticky with Curated Links

Don’t Just RT, Personalize

Say Thanks

Ask Questions

Twitter Lists

Audience Targets

Editorial Calendar

and Optimizing

Content California

Editorial Calendar

and Optimizing

Content Kansas

Next Steps

What action step will you commit to trying between

now and the next call?

Type your responses into chat and we’ll ask you to unmute (*6) to share.

Thanks!

The next webinar is scheduled for:Thursday, September 27, 2012

2-3 pm ET/11am-12 pm PT

Please contact your Spitfire coach if you have any questions about today’s

presentation.