Hands-On Social Media Strategy

If you like this presentation – show it...

Slide 0

Hands-On Social Media Strategy Nedra Kline Weinreich @Nedra

Slide 1

A few things… Wi-fi password Hashtag for workshop: #HOSM Hashtag for conference: #hcmmconf Resource wiki: http://nedra.wikispaces.com/NCHCMM14

Slide 2

Agenda 8:00-10:00 Social Media Strategy Steps 10:00-10:15 Break 10:15-11:30 Social Media Strategic Tactics

Slide 3

Where are you with… Twitter Facebook Tumblr Blog Instagram Pinterest YouTube Vine LinkedIn Google Plus Snapchat Mobile apps

Slide 4

Slide 5

Slide 6

Marketing is dead. We need to create movements instead. -Kevin Roberts Worldwide CEO of Saatchi & Saatchi Photo: http://www.flickr.com/photos/yukatafish/2616061290/

Slide 7

Campaigns have a beginning and an end. Movements go on as long as kindred spirits are involved. Campaigns are you talking about yourself. Movements are others talking about you. Campaigns are “you vs. us.” Movements are “let’s do this together.” - Brains on Fire Photo: http://www.flickr.com/photos/dos82/2204952374

Slide 8

Slide Credit: wearemedia.org

Slide 9

Social media is word of mouth on steroids! Photo: http://flickr.com/photos/whyswomen/143360770/

Slide 10

Slide 11

Slide 12

Slide 13

Slide 14

Photo: http://www.flickr.com/photos/davidkjelkerud/2713789232/

Slide 15

What are the questions that need to be answered to create a social media strategy?

Slide 16

Strategy Roadmap Goals/objectives Target audience Capacity Tools and Tactics Monitor and Evaluate Photo: http://www.flickr.com/photos/pensiero/230717296/

Slide 17

Step 1: What are Your Goals/Objectives?

Slide 18

Magic T of Marketing (Steve Rubel) Mainstream media = REACH Social media = DEPTH/ENGAGEMENT

Slide 19

Social Media Outcomes Listening and learning Building relationships Building awareness of issue Improving reputation of organization Motivating content generation by supporters Increasing relevant visitor traffic/page rankings Increasing perceptions of social norms Social support Taking action Photo: http://www.flickr.com/photos/theparadigmshifter/85540112/

Slide 20

Specific Measurable Achievable Relevant Time-framed SMART Goals/Objectives Photo: http://www.flickr.com/photos/a_mason/4006709/

Slide 21

Slide Credit: wearemedia.org

Slide 22

.75" .75" .75".75" Step 2: Whom Do You Want to Reach? http://www.flickr.com/photos/hamoid/317021961/

Slide 23

All ages use social network sites Source: Pew Internet Project, 2013

Slide 24

Social Technographics

Slide 25

Beth Kanter, bethkanter.org

Slide 26

Slide Credit: wearemedia.org Step 3: What is Your Organizational Capacity?

Slide 27

Free Puppy! (or is it?) http://www.flickr.com/photos/psycho-pics/3411848285/

Slide 28

Slide Credit: wearemedia.org

Slide 29

Step 4: Which Tools and Tactics Will Help You Reach Your Goals?

Slide 30

Where do social network users go?

Slide 31

Don’t Forget Mobile!

Slide 32

Choose the Right Tools Listen Google Alerts, RSS readers, Twitter Search Converse Twitter, Facebook, Blogs, G+ Tell Your Story Blogs, Twitter, G+, video/photo sharing, podcasts, Pinterest Help Supporters Tell Your Story User generated content, contests, social network apps, widgets Generate Buzz Twitter, Social news (eg Reddit), Tumblr, Pinterest Build Community Facebook, LinkedIn, Twitter, G+, hashtags, Tumblr Collaborate/Collect Information Wikis, social bookmarking, hashtags

Slide 33

Step 5: Monitoring/ Evaluation http://www.flickr.com/photos/bionicteaching/3629084631/ RSS Feed Reader Google Alerts Twitter/FB Analytics Google Analytics Social Media Monitoring Services

Slide 34

Metrics for Social Media Social actions (likes/followers, comments, user content, shares, ratings) Mentions (blogs, Twitter, Facebook, etc.) Website activity from social media (pageviews, unique visitors, time on site) Survey results (KAB, relevance, credibility) ROE (Return on Engagement) = cost per action

Slide 35


Slide 36

Reminders Wi-fi password Hashtag for workshop: #HOSM Hashtag for conference: #hcmmconf Resource wiki: http://nedra.wikispaces.com/NCHCMM14

Slide 37

Share Pairs What is your biggest social media success so far? What is your biggest social media challenge?

Slide 38

Social Media Strategic Guidelines http://www.flickr.com/photos/waderockett/171688464/

Slide 39

What can you do with social media? Communicate Converse Connect Collaborate/Co-Create Consumer Research Collect/Categorize Collective Wisdom Customize Customer Service Community

Slide 40

Be Authentic Photo: http://www.flickr.com/photos/feastoffools/3584066855

Slide 41

Slide 42

Share Photo: http://www.flickr.com/photos/angela7/534883941/

Slide 43

Sharing Social Objects Social Object

Slide 44


Slide 45

Slide 46

Slide 47

“…It’s only our own reactions that we have any kind of control over... I cannot stop other people from doing what they want to do. There is no control of others. I wonder how many people realize that.” -Geoff Livingston Photo: http://www.flickr.com/photos/flyzipper/132685095/

Slide 48

Be Relevant Photo: http://www.flickr.com/photos/brewedfreshdaily89/2824125234/

Slide 49

Slide 50

Engage in Two-Way Conversation Photo: http://www.flickr.com/photos/gw1/2666052624/

Slide 51

Slide 52

Find Your Fans Photo: http://www.flickr.com/photos/lafleur/1350302133/

Slide 53

Hashtags/Twitter Chats

Slide 54

http://www.flickr.com/photos/charliecowins/2083851923/ Create Evangelists

Slide 55

Slide 56

Tell Your Story Across Platforms

Slide 57


Slide 58

Repurpose Your Content

Slide 59

Slide 60

What are your favorite social media campaigns?

Slide 61

Addendum: Tools and Tips Photo: http://www.flickr.com/photos/somemixedstuff/839984821/

Slide 62

Slide 63

Anatomy of a Tweet Retweet Twitter Name Mention/Reply Shortened URL Hashtag Account Click to Reply/Retweet/Favorite Timestamp/Permalink

Slide 64

Building Your Twitter Community Use your profile to shine Provide value to your followers Follow people in your community Partners/supporters/people talking about your issue or organization Use Twitter lists, WeFollow, local Twitter Search (search.twitter.com – advanced search) Reach out to followers Retweet useful information from others

Slide 65


Slide 66

Careful with Automated Tweets! …on morning of the Aurora shootings.

Slide 67

Twitter Search

Slide 68

Hashtags/Twitter Chats

Slide 69

Track Clicks on Your Links

Slide 70

Track Reach of Your Tweets

Slide 71

Track Your and Others’ Influence

Slide 72

Slide 73

Facebook Pages Offer interesting, shareable information Let people stay on Facebook – post photos, videos, etc. on page Actively manage your community by encouraging comments, interaction Give people a reason to “like” your page When you have 25 “likes,” grab your alias URL (i.e., facebook.com/GeneralHospital) Let your email contacts know about your Facebook page (“Tell Your Fans”)

Slide 74

Slide 75

LinkedIn Create a company page to provide information about your organization Create a group for supporters and staff to network Answer questions relevant to your organization’s priorities Focus on professional networking, identifying funding/sponsorship contact, new employee hiring

Slide 76

Slide 77

YouTube / Online Video Set up your own channel on YouTube Create short (1-2 minute) stories Good audio is critical Compelling content – emotional, interesting, funny, surprising Viral is an outcome, not an attribute

Slide 78

Google Plus Allows more control over who sees what in your stream Can share long or short posts Create organizational pages like FB Real names required Hangouts allow up to ten people to video chat Increases chances of coming up in Google search results

Slide 79

Pinterest Visually based - lead with images Primarily female demographic Make sure pin links back to the original site – great for traffic generation Content is easy to share Can have multiple contributors Include compelling photos in all of your content to encourage pinning

Slide 80

Instagram/Vine Photo/video storytelling Use hashtags Video – think in quick bites Instagram – 15 seconds Vine – 6 seconds Set a tone/personality Use for contests, participatory activities

Slide 81


Slide 82

Issues to Consider Purpose Audience Voice - who will be blogging, writing style, team? Resources - time, enthusiasm Blog Management - comments, guidelines, calendar Images - sources, copyright Tracking - metrics, tools

Slide 83

Blog Post Types Educational Call to Action Tips News Commentary How-to Resources Lists Interview Personal story Ask a question, gather responses Photo/video blog Ongoing feature Guest blogger Event planning/recap

Slide 84

Slide 85

When Should You Respond to What You “Hear?” Say “thank you” for passing on info/ compliments Answer complaints/ misinformation about your org or activities Add something of value to the conversation Trolls Directed to other organizations People from outside your local community (unless you have capacity) Respond to: Do Not Respond to:

Slide 86

Slide 87

Get in touch! Nedra Kline Weinreich Weinreich Communications www.Social-Marketing.com weinreich@social-marketing.com Phone 310.286.2721 Twitter @Nedra