Social PassportProjecting Social Media Behavior

June 2012

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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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PWW has a Process and Tools to Define Behavior

How you behave online must reflect who you are offline.

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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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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:1.Conversation guidelines 2.Content guidelines3.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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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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What We’re Asking

Review your clients for an opportunity

Schedule 30 minutes with

McMullen

We will help you sell it