1. 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.

2. Agenda 1.Welcome and Roll Call 2.Check In 3.Planning for the Year 4.Editorial Calendar and Optimizing Content 5.Next Steps

3. Check In

4.  What is your SMART objective for social media?  What is your audience segment/target? Please type your responses into the chat.

5. Review of the Crawl, Walk, Run, Fly Model CrawlWalkRunFly Time InvestmentLink Social to Communications Objectives Integrated Content Strategy Integrated Multiple Channels Culture ChangeSocial Media PolicyEngage Influencers and Partners Network Building BasicsSmall Pilots for Insights and Practice Best Practices in Tactics, Tangible Results Reflection, Continually Improve Results

6. ThemesCategoriesIndicators Best Practices and Metrics COMMITMENTCULTURENetworked Mindset Institutional Support Communications Strategy CAPACITYHours Expertise Social Channels MEASUREMENTTools Analysis Adjustment INSIGHTRESEARCHBrand Monitoring Relationship Mapping Influencer Research CONTENTEditorial Calendar Integrated Content/Curation Strategy Social Content Optimization Interaction/Responsiveness Social Events IMPACTFOLLOWINGFans, Followers, and Connections Superfans, Champions RESULTSEngagement Thought Leadership Action Details: Crawl, Walk, Run, Fly Model Best Practices and Metrics Change and Scale According to Level

7. 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.

8. Editorial Calendar and Optimizing Content

9. Shift From Campaign to Media Site Mindset Highlights Reviews Stories Case Studies Breaking News Policy News Data Reports Tips Tutorials Lists Resources Idea Pieces Interviews Opinion Analysis Features News How To Ideas How To Think About Content

10. Balance Spontaneous with Strategic Real Time Planned Original Curated

11. Identify Audience Channel Frequency Content Optimization Tool: The Editorial Calendar What will you say? What will engage your audience? Editorial Calendar

12. 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

13. Don’t Forget To Plan for Facebook Timeline Features #1: Pin a Post A 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 Post A 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 Milestones Special dates that tell the story of your organization through words and images.

14. Curating SMARTer: 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.

15. Content Optimization Tips for Twitter

16. Write Great Tweets Omit 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 Omit 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

17. Twitter Lists Audience Targets

18. Editorial Calendar and Optimizing Content  California

19. Editorial Calendar and Optimizing Content  Kansas

20. 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.

21. 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.