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Hands-On Social Media Strategy

Nedra Kline Weinreich
Weinreich Communications

Pre-Conference Workshop
National Conference on Health Communication, Marketing and Media
August 9, 2011


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Hands-On Social Media Strategy

  1. 1. Hands-On Social Media Strategy Nedra Kline Weinreich
  2. 8. Welcome to the Social World Slide Credit: wearemedia.org
  3. 9. 175 million users 100 million users 640 million users 5 billion images 2 billion views/day 163 million blogs
  4. 10. The People Formerly Known as the Audience Photo: http://www.flickr.com/photos/arendpictures/1165255854
  5. 11. Photo: http://www.flickr.com/photos/waxypoetic/274724321/
  6. 12. Think Movement, Not Campaign
  7. 13. InvisiblePeople.tv
  8. 19. Slide Credit: wearemedia.org
  9. 20. Social media is word of mouth on steroids! Photo: http://flickr.com/photos/whyswomen/143360770/
  10. 21. What can you do with social media? <ul><li>Communicate </li></ul><ul><li>Converse </li></ul><ul><li>Connect </li></ul><ul><li>Collaborate/Co-Create </li></ul><ul><li>Consumer Research </li></ul><ul><li>Collect/Categorize </li></ul><ul><li>Collective Wisdom </li></ul><ul><li>Customize </li></ul><ul><li>Customer Service </li></ul><ul><li>Community </li></ul>
  11. 22. Photo: http://www.flickr.com/photos/davidkjelkerud/2713789232/
  12. 23. Step-by-Step Strategy <ul><li>Goals/objectives </li></ul><ul><li>Target audience </li></ul><ul><li>Capacity </li></ul><ul><li>Tools and Tactics </li></ul><ul><li>Measure and Evaluate </li></ul>Photo: http://www.flickr.com/photos/pensiero/230717296/
  13. 24. What are Your Goals/Objectives? http://www.flickr.com/ photos/kevinsteele/267451343/
  14. 25. Magic T of Marketing (Steve Rubel) <ul><li>Mainstream media = REACH </li></ul><ul><li>Social media = DEPTH/ENGAGEMENT </li></ul>
  15. 26. Social Media Outcomes <ul><li>Listening and learning </li></ul><ul><li>Building relationships </li></ul><ul><li>Building awareness of issue </li></ul><ul><li>Improving reputation of organization </li></ul><ul><li>Motivating content generation by supporters </li></ul><ul><li>Increasing relevant visitor traffic/page rankings </li></ul><ul><li>Increasing perceptions of social norms </li></ul><ul><li>Social support </li></ul><ul><li>Taking action </li></ul>Photo: http://www.flickr.com/photos/theparadigmshifter/85540112/
  16. 27. <ul><li>Specific </li></ul><ul><li>Measurable </li></ul><ul><li>Achievable </li></ul><ul><li>Relevant </li></ul><ul><li>Time-framed </li></ul>SMART Goals/Objectives Photo: http://www.flickr.com/photos/a_mason/4006709/
  17. 28. Objective Format <ul><li>WHO </li></ul><ul><li>will do or say WHAT </li></ul><ul><li>by WHEN </li></ul><ul><li>and by HOW MUCH . </li></ul>
  18. 29. Who Do You Want to Reach? .75&quot; .75&quot; .75&quot;.75&quot; http://www.flickr.com/photos/hamoid/317021961/
  19. 30. Slide Credit: wearemedia.org
  20. 31. Slide Credit: wearemedia.org
  21. 32. Slide Credit: wearemedia.org
  22. 33. Free Puppy! (or is it?) http://www.flickr.com/photos/psycho-pics/3411848285/
  23. 34. Slide Credit: wearemedia.org
  24. 35. Which Tools and Tactics Will Help You Reach Your Goals?
  25. 36. Tools for Tactics <ul><li>Listen </li></ul><ul><ul><li>Google Alerts, RSS readers, Twitter Search </li></ul></ul><ul><li>Converse </li></ul><ul><ul><li>Blog comments, Twitter </li></ul></ul><ul><li>Tell Your Story </li></ul><ul><ul><li>Blogs, Twitter, video/photo sharing, podcasts </li></ul></ul><ul><li>Help Supporters Tell Your Story </li></ul><ul><ul><li>User generated content, contests, social network apps, widgets </li></ul></ul><ul><li>Generate Buzz </li></ul><ul><ul><li>Social news (eg Digg), StumbleUpon, Twitter, FriendFeed </li></ul></ul><ul><li>Build Community </li></ul><ul><ul><li>Social networks, Twitter, tagging, gaming/virtual worlds </li></ul></ul><ul><li>Collaborate/Collect Information </li></ul><ul><ul><li>Wikis, social bookmarking, tagging </li></ul></ul>
  26. 37. Slide Credit: wearemedia.org
  27. 38. Slide Credit: wearemedia.org
  28. 39. Metrics for Social Marketing <ul><li>Web activity (pageviews, unique visitors, time on site) </li></ul><ul><li>Social actions (friends/followers, comments, active contributors, ratings, votes, groups) </li></ul><ul><li>Mentions (blogs, Twitter, etc.) </li></ul><ul><li>Survey results (KAB, relevance, credibility) </li></ul><ul><li>ROI = cost per action </li></ul>
  29. 40. Photo: http://www.flickr.com/photos/livenow/146066254/
  30. 41. Listen Photo: http://flickr.com/photos/yogi/1394932433/
  31. 42. Information Gathering via Social Media Monitoring http://www.flickr.com/photos/bionicteaching/3629084631/ <ul><li>RSS Feed Reader </li></ul><ul><li>Google Alerts </li></ul><ul><li>Blog monitoring </li></ul><ul><li>Twitter Search </li></ul>
  32. 43. Put Tools and Policies into Place Photo: http://www.flickr.com/photos/ebarney/3348965007
  33. 45. Join the Conversation Photo: http://flickr.com/photos/whyswomen/143360770/
  34. 46. Start Your Own Conversations Photo: http://www.flickr.com/photos/gthb/827225226/
  35. 47. Social Media Dos and Don ’ts http://www.flickr.com/photos/waderockett/171688464/
  36. 48. Be Authentic Photo: http://www.flickr.com/photos/feastoffools/3584066855
  37. 49. Share Photo: http://www.flickr.com/photos/angela7/534883941/
  38. 50. Social Currency Photo used with permission: http://www.flickr.com/photos/gremlins666/2634168886
  39. 51. “… 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/
  40. 52. Be Relevant Photo: http://www.flickr.com/photos/brewedfreshdaily89/2824125234/
  41. 53. Engage in Two-Way Conversation Photo: http://www.flickr.com/photos/gw1/2666052624/
  42. 54. Be an Enabler <ul><li>Conversations </li></ul><ul><li>Sharing links/info </li></ul><ul><li>Passionate communities </li></ul><ul><li>Social support </li></ul>Photo: http://www.flickr.com/photos/sophistechate/2994734948/
  43. 55. Community Photo: http://www.flickr.com/photos/mallix/2586969604/
  44. 56. Find Your Fans Photo: http://www.flickr.com/photos/lafleur/1350302133/
  45. 57. Create Evangelists http://www.flickr.com/photos/charliecowins/2083851923/
  46. 58. Social Media Live! Photo: http://www.flickr.com/photos/somemixedstuff/839984821/
  47. 59. Social Media Resources Page http://nedra.wikispaces.com/NCHCMM11
  48. 60. Blogs
  49. 61. Issues to Consider <ul><li>Purpose </li></ul><ul><li>Audience </li></ul><ul><li>Voice - who will be blogging, writing style, team? </li></ul><ul><li>Resources - time, enthusiasm </li></ul><ul><li>Blog Management - comments, guidelines, calendar </li></ul><ul><li>Images - sources, copyright </li></ul><ul><li>Tracking - metrics, tools </li></ul>
  50. 62. Blog Post Types <ul><li>Educational </li></ul><ul><li>Call to Action </li></ul><ul><li>Tips </li></ul><ul><li>News </li></ul><ul><li>Commentary </li></ul><ul><li>How-to </li></ul><ul><li>Resources </li></ul><ul><li>Lists </li></ul><ul><li>Interview </li></ul><ul><li>Personal story </li></ul><ul><li>Ask a question, gather responses </li></ul><ul><li>Photo/video blog </li></ul><ul><li>Ongoing feature </li></ul><ul><li>Guest blogger </li></ul><ul><li>Event planning/recap </li></ul>
  51. 63. Generating a Blog Community <ul><li>Get off your blog </li></ul><ul><li>Link </li></ul><ul><li>Comment </li></ul><ul><li>Blog Roll </li></ul><ul><li>Participate </li></ul>Photo: http://www.flickr.com/photos/aakashtaniya/3228072526/
  52. 65. Anatomy of a Tweet Retweet Twitter Name Mention/Reply Shortened URL Hashtag Account Click to Reply/Retweet/Favorite Timestamp/Permalink
  53. 67. Building Your Twitter Community <ul><li>Use your profile to shine </li></ul><ul><li>Provide value to your followers </li></ul><ul><li>Follow people in your community </li></ul><ul><ul><li>Partners/supporters/people talking about your issue or organization </li></ul></ul><ul><ul><li>Use Twitter lists, WeFollow, local Twitter Search (search.twitter.com – advanced search) </li></ul></ul><ul><li>Reach out to followers </li></ul><ul><li>Retweet useful information from others </li></ul>
  54. 68. Conversation
  55. 69. Conference Tweets
  56. 70. Learn About and Share Opportunities
  57. 71. Human-Powered Search Engine
  58. 72. Rally the Troops
  59. 73. Tell a Story
  60. 74. Inspire Action
  61. 75. Bring People Together
  62. 76. Serve Your Constituents
  63. 77. Share Life ’s Absurdities
  64. 78. Don ’t Be “That Guy”
  65. 80. Facebook Pages <ul><li>Offer interesting, shareable information </li></ul><ul><li>Let people stay on Facebook – post photos, videos, etc. on page </li></ul><ul><li>Actively manage your community by encouraging comments, interaction </li></ul><ul><li>Give people a reason to “like” your page </li></ul><ul><li>When you have 25 “likes,” grab your alias URL (i.e., facebook.com/GeneralHospital) </li></ul><ul><li>Let your email contacts know about your Facebook page ( “Tell Your Fans”) </li></ul>
  66. 82. LinkedIn <ul><li>Create a company page to provide information about your organization </li></ul><ul><li>Create a group for supporters and employees to network </li></ul><ul><li>Answer questions relevant to your organization ’s priorities </li></ul><ul><li>Focus on professional networking, identifying funding/sponsorship contact, new employee hiring </li></ul>
  67. 84. YouTube / Online Video <ul><li>Set up your own channel on YouTube </li></ul><ul><li>Create short (1-2 minute) stories </li></ul><ul><li>Good audio is critical </li></ul><ul><li>Compelling content – emotional, interesting, funny, surprising </li></ul><ul><li>Viral is an outcome, not an attribute </li></ul>
  68. 86. Location Based Networks – Foursquare, Facebook Places <ul><li>Claim your venue </li></ul><ul><li>Add helpful tips – e.g., parking, volunteer opportunities </li></ul><ul><li>Monitor and respond to user comments </li></ul><ul><li>Consider ways to leverage badges </li></ul><ul><li>Think about using QR codes to take advantage of location-related opportunities </li></ul>
  69. 87. Google Plus <ul><li>Allows more control over who sees what in your stream </li></ul><ul><li>Can share long or short posts </li></ul><ul><li>Right now, personal accounts only </li></ul><ul><li>Real names required </li></ul><ul><li>Hangouts allow up to ten people to video chat </li></ul><ul><li>Time will tell… </li></ul>
  70. 88. Choosing Your Tools Tool Audience Why They Use It What to Give Them Twitter People who want info/networking/ stimulation Meet interesting people, build relationships, news Provide value, give interesting things they can share Facebook People who want to be social with friends and family Keep in touch, express brand/cause affiliations Show their fam/friends what they care about LinkedIn Professionals - colleagues in same field Professional networking, info sharing Help them do their jobs better, answer Qs YouTube People who want to see what your story is Entertainment, learning Visuals, stories, human interest, humor Blog Peers, people interested in your issue/organization Learn more about the topic, get your perspective In-depth analysis, updates, insights
  71. 89. Adapted from: wearemedia.org Listening via Social Media Monitoring
  72. 90. Social Media Monitoring System 1. RSS Feed Reader
  73. 91. Social Media Monitoring System 2. Google Alerts
  74. 92. Social Media Monitoring System 3. Twitter Search Feed
  75. 93. Social Media Monitoring System 4. Subscribe to Relevant News/Blog Feeds
  76. 94. When Should You Respond to What You “Hear?” <ul><li>Say “thank you” for passing on info/ </li></ul><ul><li>compliments </li></ul><ul><li>Answer complaints/ </li></ul><ul><li>misinformation about your org or activities </li></ul><ul><li>Add something of value to the conversation </li></ul><ul><li>Trolls </li></ul><ul><li>Directed to other organizations </li></ul><ul><li>People from outside your local community (unless you have capacity) </li></ul>Respond to: Do Not Respond to:
  77. 96. <ul><li>Nedra Kline Weinreich </li></ul><ul><li>Weinreich Communications </li></ul><ul><li>www.Social-Marketing.com </li></ul><ul><li>[email_address] </li></ul><ul><li>Phone 310.286.2721 </li></ul><ul><li>Twitter @Nedra </li></ul>Get in touch!