hands-on social media strategy
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Nedra Kline Weinreich Weinreich Communications Pre-conference Workshop at the National Conference on Health Communication, Marketing and Media Atlanta, GA August 7, 2012TRANSCRIPT
Hands-OnSocial Media Strategy
Nedra Kline Weinreich
A few things…Wi-fi passwordHashtag for workshop: #HOSM
Hashtag for conference: #hcmmconf
Resource wiki:
http://bit.ly/HOSMwiki
Agenda
8:00-9:45 Social Marketing Strategy
9:45-10:00 Break
10:00-11:30 Hands-On Social Media
The People Formerly Known as
the Audience
Photo: http://www.flickr.com/photos/arendpictures/1165255854
Photo: http://www.flickr.com/photos/waxypoetic/274724321/
Think Movement, Not Campaign
InvisiblePeople.tv
Slide Credit: wearemedia.org
Social media is word of mouth on steroids!
Photo: http://flickr.com/photos/whyswomen/143360770/
What can you do with social media?
CommunicateConverseConnect Collaborate/Co-CreateConsumer Research
Collect/CategorizeCollective WisdomCustomizeCustomer ServiceCommunity
Photo: http://www.flickr.com/photos/davidkjelkerud/2713789232/
Step-by-Step Strategy
1. Goals/objectives
2. Target audience
3. Capacity
4. Tools and Tactics
5. Measure and Evaluate
Photo: http://www.flickr.com/photos/pensiero/230717296/
What are Your Goals/Objectives?
http://www.flickr.com/photos/kevinsteele/267451343/
Magic T of Marketing(Steve Rubel)
• Mainstream media = REACH• Social media = DEPTH/ENGAGEMENT
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/
• Specific• Measurable• Achievable• Relevant• Time-framed
SMART Goals/Objectives
Photo: http://www.flickr.com/photos/a_mason/4006709/
.75".75"
.75".75"Who Do You Want to Reach?
http://www.flickr.com/photos/hamoid/317021961/
All ages use social network sites
Source: Pew Internet Project, 2011
Social Technographics
Beth Kanter, bethkanter.org
Slide Credit: wearemedia.org
Free Puppy! (or is it?)
http://www.flickr.com/photos/psycho-pics/3411848285/
Slide Credit: wearemedia.org
Which Tools and Tactics Will Help You Reach Your Goals?
24%
28%
96% 71%
Where do social network users go?
?%
Don’t Forget Mobile!
Choose the Right Tools• Listen
– Google Alerts, RSS readers, Twitter Search
• Converse– Twitter, Facebook,
Blogs, LinkedIn, G+• Tell Your Story
– Blogs, Twitter, G+, video/photo sharing, podcasts
• Help Supporters Tell Your Story– User generated
content, contests, social network apps, widgets
• Generate Buzz– Twitter, Social news (eg
Digg), StumbleUpon • Build Community
– Facebook, LinkedIn, Twitter, G+, tagging, gaming/virtual worlds
• Collaborate/Collect Information– Wikis, social
bookmarking, tagging
Slide Credit: wearemedia.org
Slide Credit: wearemedia.org
Metrics for Social Marketing
• Web activity (pageviews, unique visitors, time on site)
• Social actions (friends/followers, comments, active contributors, ratings, votes, groups)
• Mentions (blogs, Twitter, Facebook, etc.)• Survey results (KAB, relevance,
credibility)• ROI = cost per action
Social Media Dos and Don’ts
http://www.flickr.com/photos/waderockett/171688464/
Be Authentic
Photo: http://www.flickr.com/photos/feastoffools/3584066855
Share
Photo: http://www.flickr.com/photos/angela7/534883941/
“…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/
Be Relevant
Photo: http://www.flickr.com/photos/brewedfreshdaily89/2824125234/
Engage in Two-Way Conversation
Photo: http://www.flickr.com/photos/gw1/2666052624/
Tell Your Story Across Platforms
Find Your Fans
Photo: http://www.flickr.com/photos/lafleur/1350302133/
http://www.flickr.com/photos/charliecowins/2083851923/
Create Evangelists
Social Media Live!
Photo: http://www.flickr.com/photos/somemixedstuff/839984821/
RemindersWi-fi passwordHashtag for workshop: #HOSM
Hashtag for conference: #hcmmconf
Resource wiki:
http://bit.ly/HOSMwiki
Facebook DemoPage set-upPage analyticsGroups
Facebook PagesOffer interesting, shareable
information Let people stay on Facebook – post
photos, videos, etc. on pageActively manage your community by
encouraging comments, interactionGive people a reason to “like” your
pageWhen 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”)
Anatomy of a Tweet
Retweet Twitter Name Mention/Reply
Shortened URLHashtag
Account
Click to Reply/Retweet/Favorite
Timestamp/Permalink
Twitter DemoTwitter tourUsing hashtagsUsing Twitter SearchUsing HootSuiteUsing Bitly
Building Your Twitter Community
Use your profile to shine Provide value to your followersFollow 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 followersRetweet useful information from others
HootSuite
Careful with Automated Tweets!
…on morning of the Aurora shootings.
Twitter Search
Hashtags/Twitter Chats
Track Clicks on Your Links
Track Reach of Your Tweets
Track Your and Others’ Influence
Conversation
Conference Tweets
Learn About and Share Opportunities
Human-PoweredSearch Engine
Rally the Troops
Tell a Story
Inspire Action
Bring People Together
Serve Your Constituents
Don’t Be “That Guy”
LinkedInCreate 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
YouTube / Online VideoSet up your own channel on YouTube
Create short (1-2 minute) stories
Good audio is criticalCompelling content – emotional, interesting, funny, surprising
Viral is an outcome, not an attribute
Google PlusAllows more control over who
sees what in your streamCan share long or short postsCreate organizational pages like
FBReal names requiredHangouts allow up to ten people
to video chatIncreases chances of coming up
in Google search results
PinterestVisually based - lead with imagesPrimarily female demographicMake sure pin links back to the
original site – great for traffic generation
Content is easy to shareCan have multiple contributorsInclude compelling photos in all
of your content to encourage pinning
Blogs
Issues to ConsiderPurpose
Audience
Voice - who will be blogging, writing style, team?
Resources - time, enthusiasm
Blog Management - comments, guidelines, calendar
Images - sources, copyright
Tracking - metrics, tools
Blog Post TypesEducationalCall to ActionTipsNewsCommentaryHow-toResourcesLists
InterviewPersonal storyAsk a
question, gather responses
Photo/video blog
Ongoing feature
Guest bloggerEvent
planning/recap
Location Based Networks – Foursquare, Facebook Places
Claim your venueAdd helpful tips – e.g., parking,
volunteer opportunitiesMonitor and respond to user
commentsConsider ways to leverage
badgesThink about using QR codes to
take advantage of location-related opportunities
Adapted from: wearemedia.org
Listening via Social Media Monitoring
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:
Get in touch!
Nedra Kline Weinreich
Weinreich Communications
www.Social-Marketing.com
Phone 310.286.2721
Twitter @Nedra