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Effective Social Media is No Accident: A Roadmap for Injury Prevention Success

Nedra Kline Weinreich
Weinreich Communications

Preventing Injury: From Research to Practice to People - Keynote
Ann Arbor, MI
September 30, 2013

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Effective Social Media is No Accident: A Roadmap for Injury Prevention Success

  1. 1. Effective Social Media is No Accident: A Roadmap for Injury Prevention Success Nedra Kline Weinreich @Nedra Photo: http://www.flickr.com/photos/23465812@N00
  2. 2. Injury Triangle Host (Person) Vector INJURY Environ- ment PREVENTION
  3. 3. What can you do with social media? Communicate Converse Connect Collaborate/Co-Create Consumer Research Collect/Categorize Collective Wisdom Customize Customer Service Community
  4. 4. Photo: http://www.flickr.com/photos/davidkjelkerud/2713789232/
  5. 5. Social media is word of mouth on steroids! Photo: http://flickr.com/photos/whyswomen/143360770/
  6. 6. Marketing is dead. We need to create movements instead. -Kevin Roberts Worldwide CEO of Saatchi & Saatchi Photo:
  7. 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 FirePhoto: http://www.flickr.com/photos/dos82/2204952374
  8. 8. Community Photo: http://www.flickr.com/photos/mallix/2586969604/
  9. 9. Strategy Roadmap 1. Goals/objectives 2. Target audience 3. Capacity 4. Tools and Tactics 5. Monitor and Evaluate Photo: http://www.flickr.com/photos/pensiero/230717296/
  10. 10. Step 1: What are Your Goals/Objectives?
  11. 11. Magic T of Marketing (Steve Rubel) • Mainstream media = REACH • Social media = DEPTH/ENGAGEMENT
  12. 12. 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/
  13. 13. .75".75" .75".75"Step 2: Whom Do You Want to Reach? http://www.flickr.com/photos/hamoid/317021961/
  14. 14. All ages use social network sites Source: Pew Internet Project, 2013
  15. 15. Beth Kanter, bethkanter.org
  16. 16. Slide Credit: wearemedia.org Step 3: What is Your Organizational Capacity?
  17. 17. Free Puppy! (or is it?) http://www.flickr.com/photos/psycho- pics/3411848285/
  18. 18. Step 4: Which Tools and Tactics Will Help You Reach Your Goals?
  19. 19. Choose the Right Tools • Listen – Google Alerts, RSS readers, Twitter Search • Converse – Twitter, Facebook, Blog s, G+ • Tell Your Story – Blogs, Twitter, G+, vide o/photo sharing, podcasts, Pinte rest • Help Supporters Tell Your Story – User generated content, contests, social • Generate Buzz – Twitter, Social news (eg Reddit), Tumblr, Pintere st • Build Community – Facebook, LinkedIn, Twi tter, G+, hashtags, Tum blr • Collaborate/Collect Information – Wikis, social bookmarking, hastags
  20. 20. Step 5: Monitoring/ Evaluation http://www.flickr.com/photos/bionicteaching/3629084631/ • RSS Feed Reader • Google Alerts • Blog/News Monitoring • Twitter/FB Search • Website/Social Media Analytics
  21. 21. Social Media Rules of the Road http://www.flickr.com/photos/waderockett/171688464/
  22. 22. Be Authentic Photo: http://www.flickr.com/photos/feastoffools/3584066855
  23. 23. Share Photo: http://www.flickr.com/photos/angela7/534883941/
  24. 24. Be Relevant Photo: http://www.flickr.com/phot os/brewedfreshdaily89/28 24125234/
  25. 25. Engage in Two-Way Conversation Photo: http://www.flickr.com/photos/gw1/2666052624/
  26. 26. Find Your Fans Photo: http://www.flickr.com/photos/lafleur/1350302133/
  27. 27. Hashtags/Twitter Chats
  28. 28. http://www.flickr.com/photos/charliecowins/2083851923/ Enable Evangelists
  29. 29. Tell Your Story Across Platforms
  30. 30. InvisiblePeople.tv
  31. 31. Social Media Resources http://bit.ly/NedraSocialMedia
  32. 32. Get in touch! Nedra Kline Weinreich Weinreich Communications www.Social-Marketing.com weinreich@social-marketing.com Phone 310.286.2721 Twitter @Nedra

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