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Creating the Brand Social Playbook

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At a glance

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First attempt at documentation to help all social leads across Microsoft

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Will encourage synergies, allowing the teams to save time while increasing the quality of our content

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Well-received by Steve Clayton, GM of Innovation, Culture, and Stories, the head of social for LinkedIn, and the social leads community

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Project owner
Mary Beth King

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PM/designer
Steven Yen

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Agency
Assembly Media

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‘{“d”:”solid”,”l”:”solid”,”t”:”solid”,”m”:”solid”}’ border= ‘{“d”:”0px 0px 0px 0px”}’ border_color= “” bg_video_mp4_src= “” bg_video_ogg_src= “” bg_video_webm_src= “” overlay_blend_mode= “normal” overlay_color= “” animate_overlay= “none” link_overlay= “” vertical_align= “none” offset= ‘{“d”:”0px 0px”}’ column_parallax= “0” column_width= ‘{“d”:20,”l”:20,”t”:20,”m”:100}’ column_mobile_spacing= “0” col_id= “” column_class= “” box_shadow_custom= “0px 0px 0px 0px rgba(0,0,0,0)” overflow= “” hide_in= “” animate= “1” animation_type= “none” animation_delay= “0” animation_duration= “300” layout= “1/5” key= “oQkd1DNFT5”][tatsu_image image= “https://stevenleeyen.com/wp-content/uploads/2020/08/office.png” image_varying_size_src= “” alignment= “center” border_width= “0” border_color= “” id= “3579” size= “full” adaptive_image= “0” max_width= ‘{“d”:50}’ rebel= “0” width= ‘{“d”:”100%”}’ shadow= “none” custom_shadow= “0px 0px 0px 0px rgba(0,0,0,0)” drop_shadow= “drop-shadow(0px 0px 0px rgba(0,0,0,0))” border_radius= “0” lazy_load= “1” placeholder_bg= “” offset= ‘{“d”:”0px 0px”}’ lightbox= “0” link= “” new_tab= “0” hide_in= “” css_id= “” css_classes= “” animate= “1” animation_type= “none” animation_delay= “0” animation_duration= “300” padding= ‘{“d”:””}’ margin= ‘{“d”:””}’ key= “BEC164h7C”][/tatsu_image][/tatsu_inner_column][tatsu_inner_column bg_color= “” bg_image= “” bg_repeat= “no-repeat” bg_attachment= “scroll” bg_position= “top left” bg_size= “cover” padding= ‘{“d”:”0px 0px 0px 0px”}’ margin= ‘{“d”:”0px 0px 50px 0px”}’ border_radius= “0px” border_style= ‘{“d”:”solid”,”l”:”solid”,”t”:”solid”,”m”:”solid”}’ border= ‘{“d”:”0px 0px 0px 0px”}’ border_color= “” bg_video_mp4_src= “” bg_video_ogg_src= “” bg_video_webm_src= “” overlay_blend_mode= “normal” overlay_color= “” animate_overlay= “none” link_overlay= “” vertical_align= “middle” offset= ‘{“d”:”0px 0px”}’ column_parallax= “0” column_width= ‘{“d”:20,”l”:20,”t”:20,”m”:100}’ column_mobile_spacing= “0” col_id= “” column_class= “” box_shadow_custom= “0px 0px 0px 0px rgba(0,0,0,0)” overflow= “” hide_in= “” animate= “1” animation_type= “none” animation_delay= “0” animation_duration= “300” layout= “1/5” key= “kfhPtNWG8z”][tatsu_image image= “https://stevenleeyen.com/wp-content/uploads/2020/08/bing.jpg” image_varying_size_src= “” alignment= “center” border_width= “0” border_color= “” id= “3591” size= “full” adaptive_image= “0” max_width= ‘{“d”:50}’ rebel= “0” width= ‘{“d”:”100%”}’ shadow= “none” custom_shadow= “0px 0px 0px 0px rgba(0,0,0,0)” drop_shadow= “drop-shadow(0px 0px 0px rgba(0,0,0,0))” border_radius= “0” lazy_load= “1” placeholder_bg= “” offset= ‘{“d”:”0px 0px”}’ lightbox= “0” link= “” new_tab= “0” hide_in= “” css_id= “” css_classes= “” animate= “1” animation_type= “none” animation_delay= “0” animation_duration= “300” padding= ‘{“d”:””}’ margin= ‘{“d”:””}’ key= “TmQhzqqPg”][/tatsu_image][/tatsu_inner_column][tatsu_inner_column bg_color= “” bg_image= “” bg_repeat= “no-repeat” bg_attachment= “scroll” 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rebel= “0” width= ‘{“d”:”100%”}’ shadow= “none” custom_shadow= “0px 0px 0px 0px rgba(0,0,0,0)” drop_shadow= “drop-shadow(0px 0px 0px rgba(0,0,0,0))” border_radius= “0” lazy_load= “1” placeholder_bg= “” offset= ‘{“d”:”0px 0px”}’ lightbox= “0” link= “” new_tab= “0” hide_in= “” css_id= “” css_classes= “” animate= “1” animation_type= “none” animation_delay= “0” animation_duration= “300” padding= ‘{“d”:””}’ margin= ‘{“d”:””}’ key= “M9LOxOqKW”][/tatsu_image][/tatsu_inner_column][/tatsu_inner_row][tatsu_text bg_color= “” color= “” max_width= ‘{“d”:”100″}’ wrap_alignment= “center” text_alignment= ‘{“d”:”left”}’ margin= ‘{“d”:”0px 0px 0px 0px”}’ box_shadow= “0px 0px 0px 0px rgba(0,0,0,0)” padding= ‘{“d”:”3% 0px 5% 0px”}’ border_style= ‘{“d”:”solid”,”l”:”solid”,”t”:”solid”,”m”:”solid”}’ border= ‘{“d”:”0px 0px 0px 0px”}’ border_color= “” border_radius= “0px” text_typography= ‘{“d”:””}’ hide_in= “” css_id= “” css_classes= “” animate= “1” animation_type= “none” animation_delay= “0” animation_duration= “300” key= “9BjAGbDXk”]

Situation

Microsoft has a distributive model when it comes to social media, meaning each business group owns their own social handles. As a result, many approaches to social media are taken when it comes to tasks such as paid media, content strategy, and channel strategy. While this allows channels to be customized to their audiences, this also means less collaboration between channels, which lead to lost efficiencies and lost paid media dollars.

To improve the social storytelling across the company, there was an opportunity to share learnings and best practices that would benefit all social media managers at Microsoft.

Strategy and Execution

To increase the shared learnings across Microsoft, I worked with the Assembly team to create the Brand Social Playbook. This consisted of 3 audiences with their respective goals:

[/tatsu_text][tatsu_title_icon icon= “icon-suitcase” size= “small” alignment= “left” style= “plain” icon_bg= “” icon_color= ‘{“id”:”palette:3″,”color”:”#888888″}’ box_shadow= “0px 0px 0px 0px rgba(0,0,0,0)” outer_box_shadow= “0px 0px 0px 0px rgba(0,0,0,0)” icon_border_color= ‘{“id”:”palette:0″,”color”:”#000000″}’ hide_in= “” css_id= “” css_classes= “” animate= “1” animation_type= “none” animation_delay= “0” animation_duration= “300” padding= ‘{“d”:””}’ margin= ‘{“d”:”0px 0px 3% 0px”}’ border_style= ‘{“d”:”solid”,”l”:”solid”,”t”:”solid”,”m”:”solid”}’ border= ‘{“d”:””}’ border_color= “” border_radius= “” key= “o9-GsfTL0”]

Execs

to provide a clear direction and plan with the social media approach at Microsoft, bringing attention to the importance of social for future business strategy.

[/tatsu_title_icon][tatsu_title_icon icon= “icon-users” size= “small” alignment= “left” style= “plain” icon_bg= “” icon_color= ‘{“id”:”palette:3″,”color”:”#888888″}’ box_shadow= “0px 0px 0px 0px rgba(0,0,0,0)” outer_box_shadow= “0px 0px 0px 0px rgba(0,0,0,0)” icon_border_color= ‘{“id”:”palette:0″,”color”:”#000000″}’ hide_in= “” css_id= “” css_classes= “” animate= “1” animation_type= “none” animation_delay= “0” animation_duration= “300” padding= ‘{“d”:””}’ margin= ‘{“d”:”0px 0px 3% 0px”}’ border_style= ‘{“d”:”solid”,”l”:”solid”,”t”:”solid”,”m”:”solid”}’ border= ‘{“d”:””}’ border_color= “” border_radius= “” key= “gvl_NdxkV”]

Social media managers

to share knowledge, improving performance, saving paid media budget, and driving consistency to show up as One Microsoft to customers,

[/tatsu_title_icon][tatsu_title_icon icon= “icon-camera” size= “small” alignment= “left” style= “plain” icon_bg= “” icon_color= ‘{“id”:”palette:3″,”color”:”#888888″}’ box_shadow= “0px 0px 0px 0px rgba(0,0,0,0)” outer_box_shadow= “0px 0px 0px 0px rgba(0,0,0,0)” icon_border_color= ‘{“id”:”palette:0″,”color”:”#000000″}’ hide_in= “” css_id= “” css_classes= “” animate= “1” animation_type= “none” animation_delay= “0” animation_duration= “300” padding= ‘{“d”:””}’ margin= ‘{“d”:”0px 0px 0% 0px”}’ border_style= ‘{“d”:”solid”,”l”:”solid”,”t”:”solid”,”m”:”solid”}’ border= ‘{“d”:””}’ border_color= “” border_radius= “” key= “H4BRQ5CS-“]

Stakeholders

to encourage synergies with content creators by outlining the importance of social and creating a simple process to follow, allowing other teams’ work to shine

[/tatsu_title_icon][tatsu_text bg_color= “” color= “” max_width= ‘{“d”:”100″}’ wrap_alignment= “center” text_alignment= ‘{“d”:”left”}’ margin= ‘{“d”:”0px 0px 30px 0px”}’ box_shadow= “0px 0px 0px 0px rgba(0,0,0,0)” padding= ‘{“d”:”0% 0px 0px 0px”}’ border_style= ‘{“d”:”solid”,”l”:”solid”,”t”:”solid”,”m”:”solid”}’ border= ‘{“d”:”0px 0px 0px 0px”}’ border_color= “” border_radius= “0px” text_typography= ‘{“d”:””}’ hide_in= “” css_id= “” css_classes= “” animate= “1” animation_type= “none” animation_delay= “0” animation_duration= “300” key= “0qZBOtw-p”]

To create the playbook, I followed the following steps:

Gather materials across msft to gain an understanding of how other channels are run and their learnings.
Plan outline and overall flow based on the topics covered from existing materials that would be useful for each audience. These topics were run through leadership for approval.
Creation of playbook by leading the Assembly team of 4 through weekly meetings.
Review to ensure accurate information by delegating parts of the playbook to members of the social team to review.
Redesign 120+ slides to increase legibility, brand adherence, and visual quality, as Assembly wasn’t scoped to provide slide design.
Promote the playbook by presenting to 120+ social leads, creating a landing page, and publishing monthly newsletters.

[/tatsu_text][tatsu_image image= “https://stevenleeyen.com/wp-content/uploads/2020/08/20200122_083506-scaled.jpg” image_varying_size_src= “” alignment= “center” border_width= “0” border_color= “” id= “3630” size= “full” adaptive_image= “0” max_width= ‘{“d”:60}’ rebel= “0” width= ‘{“d”:”100%”}’ shadow= “none” custom_shadow= “0px 0px 0px 0px rgba(0,0,0,0)” drop_shadow= “drop-shadow(0px 0px 0px rgba(0,0,0,0))” border_radius= “0” lazy_load= “1” placeholder_bg= “” offset= ‘{“d”:”0px 0px”}’ lightbox= “0” link= “” new_tab= “0” hide_in= “” css_id= “” css_classes= “” animate= “1” animation_type= “none” animation_delay= “0” animation_duration= “300” padding= ‘{“d”:””}’ margin= ‘{“d”:”0px 0px 1% 0px”}’ key= “Jvz3sU-1h”][/tatsu_image][tatsu_text bg_color= “” color= “” max_width= ‘{“d”:”100″}’ wrap_alignment= “center” text_alignment= ‘{“d”:”left”}’ margin= ‘{“d”:”0px 0px 30px 0px”}’ box_shadow= “0px 0px 0px 0px rgba(0,0,0,0)” padding= ‘{“d”:”0px 0px 0px 0px”}’ border_style= ‘{“d”:”solid”,”l”:”solid”,”t”:”solid”,”m”:”solid”}’ border= ‘{“d”:”0px 0px 0px 0px”}’ border_color= “” border_radius= “0px” text_typography= ‘{“d”:””}’ hide_in= “” css_id= “” css_classes= “” animate= “1” animation_type= “none” animation_delay= “0” animation_duration= “300” key= “I2A-O8od1”]

Planning out the flow of the playbook

Outcome

[/tatsu_text][tatsu_text_with_shortcodes hide_in= “” css_id= “” css_classes= “” animate= “1” animation_type= “none” animation_delay= “0” animation_duration= “300” padding= ‘{“d”:””}’ margin= ‘{“d”:””}’ border_style= ‘{“d”:”solid”,”l”:”solid”,”t”:”solid”,”m”:”solid”}’ border= ‘{“d”:””}’ border_color= “” border_radius= “” box_shadow= “0px 0px 0px 0px rgba(0,0,0,0)” key= “_u9CLj_i4″][pdf-embedder url=”https://stevenleeyen.com/wp-content/uploads/2020/08/Playbook-roadshow-version.pdf” title=”Playbook roadshow version”]
[/tatsu_text_with_shortcodes][tatsu_text bg_color= “” color= “” max_width= ‘{“d”:”100″}’ wrap_alignment= “center” text_alignment= ‘{“d”:”left”}’ margin= ‘{“d”:”0px 0px 30px 0px”}’ box_shadow= “0px 0px 0px 0px rgba(0,0,0,0)” padding= ‘{“d”:”0px 0px 0px 0px”}’ border_style= ‘{“d”:”solid”,”l”:”solid”,”t”:”solid”,”m”:”solid”}’ border= ‘{“d”:”0px 0px 0px 0px”}’ border_color= “” border_radius= “0px” text_typography= ‘{“d”:””}’ hide_in= “” css_id= “” css_classes= “” animate= “1” animation_type= “none” animation_delay= “0” animation_duration= “300” key= “kpTAGRNuO”]

The powerpoint above is what was used as an introduction to the full playbook. View a recording of the presentation here or see the full playbook here.

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Comms Central landing page, can be seen at aka.ms/socialmedia

Looking back

The longest and most tedious, but also the most rewarding part of the process was redesigning the 120+ slides. To make this process faster in the future, the team should decide on a design template to give a baseline from where I could tweak on later on.

Here is an example of how the playbook looked before and after:

Before:

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[/tatsu_text][tatsu_text bg_color= “” color= “” max_width= ‘{“d”:”100″}’ wrap_alignment= “center” text_alignment= ‘{“d”:”left”}’ margin= ‘{“d”:”0px 0px 30px 0px”}’ box_shadow= “0px 0px 0px 0px rgba(0,0,0,0)” padding= ‘{“d”:”0px 0px 0px 0px”}’ border_style= ‘{“d”:”solid”,”l”:”solid”,”t”:”solid”,”m”:”solid”}’ border= ‘{“d”:”0px 0px 0px 0px”}’ border_color= “” border_radius= “0px” text_typography= ‘{“d”:””}’ hide_in= “” css_id= “” css_classes= “” animate= “1” animation_type= “none” animation_delay= “0” animation_duration= “300” key= “XmZQv3Jnq”]

After:

[/tatsu_text][tatsu_text bg_color= “” color= “” max_width= ‘{“d”:”100″}’ wrap_alignment= “center” text_alignment= ‘{“d”:”left”}’ margin= ‘{“d”:”0px 0px 30px 0px”}’ box_shadow= “0px 0px 0px 0px rgba(0,0,0,0)” padding= ‘{“d”:”0px 0px 0px 0px”}’ border_style= ‘{“d”:”solid”,”l”:”solid”,”t”:”solid”,”m”:”solid”}’ border= ‘{“d”:”0px 0px 0px 0px”}’ border_color= “” border_radius= “0px” text_typography= ‘{“d”:””}’ hide_in= “” css_id= “” css_classes= “” animate= “1” animation_type= “none” animation_delay= “0” animation_duration= “300” key= “sLyhXw0fl”][pdf-embedder url=”https://stevenleeyen.com/wp-content/uploads/2020/08/Sample-Playbook-after-formatting-.pdf” title=”Playbook after formatting”]
[/tatsu_text][/tatsu_inner_column][/tatsu_inner_row][tatsu_button button_text= “back” url= “https://stevenleeyen.com/#brandsocial” new_tab= “0” type= “medium” button_style= “none” alignment= “left” bg_color= “” hover_bg_color= “” color= ‘{“id”:”palette:2″,”color”:”#222222″}’ hover_color= “” border_width= “0” border_color= “” hover_border_color= “” icon= “icon-arrow_back” icon_alignment= “left” lightbox= “0” image= “” video_url= “” hover_effect= “none” background_animation= “none” margin= ‘{“d”:”0px 0px 0px 0px”}’ box_shadow= “0px 0px 0px 0px rgba(0,0,0,0)” hover_box_shadow= “0px 0px 0px 0px rgba(0,0,0,0)” border_style= ‘{“d”:”solid”,”l”:”solid”,”t”:”solid”,”m”:”solid”}’ border= ‘{“d”:”0px 0px 0px 0px”}’ outer_border_color= “” hide_in= “” css_id= “” css_classes= “” animate= “1” animation_type= “none” animation_delay= “0” animation_duration= “300” padding= ‘{“d”:””}’ border_radius= “” key= “dTe_QONfd”][/tatsu_button][/tatsu_column][/tatsu_row][/tatsu_section]