Hands-On Social Media Strategy

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Hands-On Social Media Strategy Nedra Kline Weinreich @Nedra

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

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

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

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

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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

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Slide Credit: wearemedia.org

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

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

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

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

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Step 1: What are Your Goals/Objectives?

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

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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/

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

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Slide Credit: wearemedia.org

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

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

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Social Technographics

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Beth Kanter, bethkanter.org

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

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

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Slide Credit: wearemedia.org

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

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Where do social network users go?

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Don’t Forget Mobile!

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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

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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

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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

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

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

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

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

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

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

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Sharing Social Objects Social Object

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“…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/

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

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

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

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Hashtags/Twitter Chats

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

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Tell Your Story Across Platforms

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Repurpose Your Content

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What are your favorite social media campaigns?

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

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

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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

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

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Twitter Search

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Hashtags/Twitter Chats

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Track Clicks on Your Links

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Track Reach of Your Tweets

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Track Your and Others’ Influence

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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”)

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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

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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

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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

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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

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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

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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

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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

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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:

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