In the Know II: Creating Your Social Media Plan


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This presentation was used in a webcast that offered public health professionals the methods to successfully create a social media plan. How do you truly connect with your target audience? Developing a plan is one of the first and most important aspects of an engagement strategy. The right plan has many facets that work together to increase the likelihood of success.

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  • In the Know II: Creating Your Social Media Plan

    1. 1. Melissa Beaupierre, Senior Director - CDC National Prevention Information Network (NPIN) Jennifer Smith, Sr. Web and Accessibility Strategist Katy Capers, Deputy Health Communications Project Manager 1
    2. 2. Overview • Selecting a social media platform • Selling the concept to leadership • Developing a resource and staffing plan • Creating content and getting clearance • Managing social media conflict • Marketing and promoting your presence • Using metrics to evaluate your success
    3. 3. Selecting Your Platform • Know your audience • Select the platform your audience uses most often • Identify cross-platform tools
    4. 4. Selecting Your Platform: Know Your Audience • Know who you’re talking to! • Who will be reading and interacting with your content? What do you want them to do? • Who influences them? • Knowing who’s at the other end will help you craft your messages perfectly and is a key to success
    5. 5. Selecting Your Platform: Study Your Platform • Facebook isn’t for everyone • Use resources like Quantcast and Pew Internet • Consider cross-platform tools to give your content greatest reach – Many have integrated, like Facebook and Instagram or YouTube and Google+ • Use metrics to evaluate your success
    6. 6. Selecting Your Platform: Know Your Goals • We’ve left this as the fourth step on purpose because the platform you choose will change these slightly • Engaging with content looks differently from Facebook to YouTube, etc.
    7. 7. Selecting Your Platform: Consider Your Content • Know what existing, pre-approved content you already have to use • Does your content best suit one platform over another? • Identifying these will help in knowing how big of a ‘lift’ putting the platform in use will be
    8. 8. Selecting Your Platform
    9. 9. Selling the Concept to Leadership Some of you may not have to sell the concept to your leadership and some may have a tough convert on your hands. Either way, acknowledging and talking about all of these key elements will benefit your organization with a smoother implementation of your new social media channel.
    10. 10. Selling the Concept to Leadership Photo courtesy of Jason A. Howie: • Gather statistics • Show impact with case studies
    11. 11. Selling the Concept to Leadership • Stats: – Know the demographics of the platform you use – Should overlap with your core audience • Case Studies: – Illustrate the real impact social media can have – Help colleagues envision the future of social media for your organization
    12. 12. Selling the Concept to Leadership • Demonstrate potential benefits Photo courtesy of CraftyGoat: • Point out potential pitfalls
    13. 13. Selling the Concept to Leadership Benefits to showcase: – Missed opportunities – Creating advocates – Finding new partners – Two-way communication – Increased awareness of cause – Added traffic back to website – Become a leading voice – Identify areas of need – Get community insight –…and more Pitfalls to acknowledge: – Security risks – Privacy concerns – Cost • Not for the channel, but intangible resource costs • Explain that many up front costs can be balanced out with cost savings in other areas of marketing and promotion
    14. 14. Selling the Concept to Leadership • Provide draft policies, plans and strategies • Identify partners • Justify use within the framework of your mission Photo courtesy of Jason Drakeford:
    15. 15. Selling the Concept to Leadership Draft policies Roughly plan out any needed policies, plans and strategies, including Partners – Know your internal allies – Identify external support of your new social media efforts • Create and distribute content, with existing accounts to model and/or share content • Develop goals, • Measure impact, Mission alignment • Report results, – Without framing within your • Respond to any disaster or overall organizational mission, problem, you risk launching a presence • Plans for engaging, connecting, that loses support and/or has influencing and impacting users no long-term staying power
    16. 16. Developing a Resource & Staffing Plan • Identify team member responsibilities and account maintenance • Train staff about platform basics Photo courtesy of Anna L. Shiller:
    17. 17. Developing a Resource & Staffing Plan • Responsibilities – – Don’t just pass account management off to an intern – Consider roles for administration, account management, content development, content clearance, metrics collections/analysis – Identify someone to keep abreast of platform updates/changes and/or other trends outside of your chosen platform
    18. 18. Developing a Resource & Staffing Plan • Train staff – – Train any staff on items like main features, platform-specific terminology, and best practices – Inform other, non-communication staff: Get their buy-in, help them know how to respond as individual, and ask them to share relevant content with the SM team
    19. 19. Developing a Resource & Staffing Plan) • Provide best practices for reference, including tips about what NOT to do • Educate team about tracking and evaluation tools and metrics used to measure success • Specify guidelines for maintenance activities Photo courtesy of Anna L. Shiller:
    20. 20. Developing a Resource & Staffing Plan • Best practices – – Research best practices and include these in your plan for reference. – Include tips on what NOT to do based on mistakes others have made in the past. • Tracking – – Identify metrics early – Educate staff about the importance of tracking as you go • Maintenance – – Identify staff times and acceptable devices for managing accounts – Show leadership you’re proactive to minimize harm
    21. 21. Creating Content & Getting Clearance • Compile account profile basics • Develop editorial calendar Photo courtesy of DiamondDuste:
    22. 22. Creating Content & Getting Clearance • Profile basics - Gather and get approval for: – Account or org. name/handle – Logo – Other art/images/background – Description/summary – Other customizable info • Calendar - helps pinpoint – Contributors – Clearance dates – Posting dates – Other relevant information Dovetail dates with: – Existing important dates – Observance days – Projects – Announcements – Events already in place Also leave flexibility for: – Timely or sensitive updates – Special events
    23. 23. Creating Content & Getting Clearance • Identify pre-approved content to repurpose • Outline content style and tone to be used • Consider user’s journey from social media platform to your site Photo courtesy of KevyGee:
    24. 24. Creating Content & Getting Clearance Content: • Current content has already been approved and is perfect to re-purpose. Example are: – FAQs – Photos – Fact sheets – Brochures – Posters – Success stories – Field images Tone: • Platform and audience dictate tone • Conversational/open-ended tone = Facebook • News headline/one-way tone = Twitter User journey: • Consider where you are sending your audience • Don’t make them dig • Ensure links add value
    25. 25. Creating Content & Getting Clearance • QA posts with checklists for adherence to best practices, standards and policies • Respond promptly • Set sharing guidelines Photo courtesy of AlexKngorg:
    26. 26. Creating Content & Getting Clearance Best practices: • Guidelines for 508 accessibility • Proprietary style guides • Consider posts that might igniting controversy • Check lists are a great • Apply lessons learned Response Time: • Users expect faster responses • Pay attention to ‘social care’ • Don’t neglect/dismiss any chance for communication Sharing guidelines: • Administrators should know what kind of content is safe to ‘like,’ ‘share,’ ‘retweet,’ etc. • Focus on official partners or share content from the general public? • i.e., NPIN focuses on 4 diseases aspects and only re-tweets items that fall within that spectrum
    27. 27. Creating Content & Getting Clearance • Outline ideas and rules for contests or promotions before conducting one • Copyright/ownership of repurposed content • Develop calls to action Photo courtesy of Anna L. Schiller:
    28. 28. Creating Content & Getting Clearance Contests/promos: • Develop policies/guidelines/rules before a contest or promo • Don’t let an oversight hold you to fulfill a costly or timeconsuming promise • Don’t upset the audience with a perception of false advertising Copyright/ownership of repurposed content: • Identify any content that may belong to others and ensure you correctly attribute it Calls to action: • Know what you want people to do and how you want them to interact with you • Give users reasons to come back and interact with you
    29. 29. Managing Social Media Conflict Before Conflict • Ensure tone and voice of your org stays intact to mitigate confusion • Establish approval and clearance processes, and determine when to engage and when not to • Establish user comment policies; CDC and provide some great examples • Identify sensitivities or existing obstacles, know hotbutton issues ahead of time • Get HR, legal, and PR teams involved early and tap into their existing expertise
    30. 30. Managing Social Media Conflict After Conflict • Be honest and admit error! The Internet is forever so don’t ignore problems – acknowledge and move on • Create a triage plan and determine who needs to be brought into a conversation and when • Be consistent but be flexible – Each situation is different, but be consistent to maintain your brand’s promise • Know when to take it offline, direct message or e-mail • Work with special teams and senior leadership, if needed, to ensure voices from across the org are heard
    31. 31. Marketing & Promoting Your Presence • Cross-platform digital promotion • Traditional promotion • Partnerships Image courtesy of Giulia Forsythe:
    32. 32. Marketing & Promoting Your Presence Basics of digital promotion • Add icons/links into existing channels : – – – – E-mail signatures Newsletters Blogs Websites Traditional = offline materials • Brochures • Posters • Swag • Business cards • Signage • You may need to tell people your handle/profile name • Having an event or in the news? Provide a social media link with news coverage • Use hashtags during live events so people can share their experiences and thoughts in real time - for example, our hashtag of #SM4PH
    33. 33. Partnerships Again, partnerships, partnerships, partnerships. • Harness what you already have to engage current partners and have them link in with your new account. • Have an employee who is an expert who writes content for other organizations or partners? Make sure they promote your organizations new presence. – If you don’t have an ‘expert’ like this, consider enhancing existing partnerships with someone on staff who could write a guest blog or spot for a partner so you can begin that relationship to enhance engagement.
    34. 34. Cross-Platform Case Study #1 Cat Immersion Project • Engaged followers on Facebook with request for cat photos • Followed up with a YouTube thank you video • Tracked responses and engagement including likes, shares, comments and photos • Check out video on YouTube - “Cat Immersion Project”
    35. 35. Cross-Platform Case Study #1 This project from SCH was a cross-channel success. It was a special surprise for Maga, who was confined to her hospital room because of cancer and a compromised immune system. • Fantastic showcase of the power of social media • Created a deeper story • Shows what can be accomplished when multiple channels are linked and leveraged • High demonstrated level of engagement that went beyond just views and included interaction with story through comments and led to action represented by gifts and cards sent to Maga
    36. 36. Cross-Platform Case Study #1 Facebook posts: • 1,629 liked original post + more than 1,000 for the follow-up • 1,011 original comments (most with pictures) + 100 more comments and pics with follow-up • 1,900 original shares + 124 more shares for follow-up • Reached more than 55,000 with original + over 30k in follow-up YouTube Video: • • • • More than 264,000 views 886 likes 125 comments Received 40 national media attention 36
    37. 37. Using Metrics to Evaluate Success • Metrics should be identified during goal setting process, should be meaningful to YOUR org • Draw conclusions based on data • Assess what does and does not work, then tweak • Keys to evaluation include: • • Engagement - Interacting, like or comment • Influence - Adopt the call to action (ex: searching for a testing location or calling a hotline) • • Exposure - Reach, “reading” Results - Outcome (ex: did status knowledge increase in the area or did smoking decrease?) Difficulty of measuring increases with each step, but the beauty of SM is you get to set your own—determine your own success
    38. 38. Using Metrics to Evaluate Success • Determine desired level of engagement: • Low = One-way communication • Medium = Two-way communication • High = Conversion to an advocate/partner • Know what can be measured in your social media platform • Identify the right tools for measurement
    39. 39. Cross-Channel Evaluation Tools TOOL SOCIAL MEDIA CHANNELS COST Google Analytics All channels Free HootSuite Facebook, Twitter, LinkedIn, Google+, Foursquare, MySpace, Wordpress Free and Paid Services Lithium Facebook, Twitter Paid Service Radian6 Facebook, Twitter, YouTube Paid Service Simply Measured Facebook, Twitter, YouTube, Google+, Instagram, Vine, Klout Coming soon: Tumblr, Pinterest, LinkedIn Paid Service Sysomos Facebook, Twitter, YouTube Paid Service Coremetrics Facebook, Twitter Paid Service Omniture All channels Paid Service
    40. 40. Resources • CDC Social Media Tool & Guides: idelines/ •’s Using New Media Site: • • • – Infographic: nna5mith/1648356/how-choosemost-effective-social-mediaplatform-your-brand •’s Social Media site: • Social Media Governance Policy Database: /policies.php • Quantcast Blog: • Pew Internet & American Life Project: • Official blog or feed of the channel you’re using
    41. 41. Acknowledgements Moderator Melissa Beaupierre Presenters Jennifer Smith & Katy Capers Executive Producer Harry Young Technical Producer/Director James Bethea Social Media Coordinator Carlos Chapman II Health Communications Support Team Cynthia Newcomer, Tracye Poole, Daniel Johnson & Valerie Watkins
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