It's of course hard to judge a strategy on the back of a few slides, but I'm somewhat skeptical.

For example, does their localization at the store/regional level have any depth to it - or it it just about trivial stuff like couponing? Also how much arey the open to and creating room for customers to actually drive their messaging and the way they do business? Not flit around the edges, but to drive it. Not really seeing this in depth here. Otherwise, it would end up being old school mentality bolted on to new media.

That's fair, Geoff.

The level of understanding exceeded my expectation, perhaps that's what I responded to. We'll see where the rubber meets the road.

The Major flow in this is on Page 13 (are you superstitious?)
Listening - Participating - Leading. Leading? Is that from the 1980 text book? Remember Tina Turner? We don't need another hero?
Detail - Details - Details...
But here it comes: Slide 16
The feedback is used in MD marketing. Hmmm - shouldn't it be FIRST, FOREMOST be used in the service organization?
Now we get to the "Leadership" Slide 26
Increase awareness, increase visitors, Showcase MD - oh yes, come on weave some social rathersomething in must have the words "trust" and "relationship"
And of course the "strategy" IS... PROMOTE
Key learning?
A social media strategy can't be created by a marketing team together with an agency.
A social media strategy is a piece of work where the actual "victims" the customers must be involved big time - and then this presentation would look like a social media engagement plan - not like a marketing campaign description.

Axel
http://xeesm.com/AxelS