Changing Perceptions with Social Media


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Debunking social media myths, providing an overview of Facebook, Twitter and blogging, examining legal and HIPPA issues, reviewing social media policies and looking at some case studies -- this presentation is designed to illustrate how to leverage social media to change perceptions.

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Changing Perceptions with Social Media

  1. 1. Changing Perceptions with Social Media Heather Whaling [email_address]
  2. 2. Today’s Schedule <ul><li>9:30-11:45 Part 1: Intro, Myths, Policies, Tools </li></ul><ul><li>11:45 - 12:45 Lunch </li></ul><ul><li>1-1:50 Part 2: Getting Social … </li></ul><ul><li>2-3 Panel Discussion </li></ul>
  3. 3. Communication Evolution Photo credit: gothopotam Photo credit: laffy4k
  4. 4. <ul><li>Social media: Channels for interacting, using accessible publishing techniques. Social media use web-based technologies to transform and broadcast monologues allow the creation and exchange of user-generated content. </li></ul><ul><li>-- Wikipedia </li></ul>
  5. 5. <ul><li>51% of people get news from people they “follow” </li></ul><ul><li>(Pew Study) </li></ul>
  6. 6. <ul><li>79% of the FORTUNE 500 use Twitter, Facebook, YouTube or blogs to communicate with customers, with Twitter as the platform of choice </li></ul><ul><li>(Burson-Marsteller Fortune Global 100 Social Media Survey) </li></ul>
  7. 7. <ul><li>More than 25% of Americans 50+ stay connected using Facebook, MySpace and Twitter </li></ul><ul><li>Source </li></ul>
  8. 8. <ul><li>Americans spend 57 minutes a day getting news from traditional media (same as in 2000) and AN ADDITIONAL 13 MINUTES each day consuming news on the web (excluding mobile) </li></ul><ul><li>(Pew Research Center, Sept. 2010) </li></ul>
  9. 9. <ul><li>BFF and Hashtag are now in the New Oxford American Dictionary </li></ul>
  10. 10. Dialogue Photo credit: Roland One-way communication isn’t as effective as two-way communication
  11. 11. What Are We Talking About? <ul><li>Social media isn’t: </li></ul><ul><li>Traditional outreach “digitized” </li></ul><ul><li>Broadcasting </li></ul><ul><li>A quick fix </li></ul><ul><li>Free </li></ul><ul><li>Stand alone </li></ul><ul><li>Tools </li></ul><ul><li>Social media is: </li></ul><ul><li>Insightful </li></ul><ul><li>Collaborative </li></ul><ul><li>Strategic </li></ul><ul><li>Valuable … when done correctly </li></ul><ul><li>Relationships </li></ul><ul><li>Service-oriented </li></ul>
  12. 12. What’s that mean? <ul><li>Interactive vs. Authoritative </li></ul><ul><li>Personal vs. Institutional </li></ul><ul><li>“ Narrowcast” vs. Broadcast </li></ul>
  13. 13. Social Media Myths
  14. 14. Social Media Means Losing Control 1
  15. 15. It’s Just a Fad 2
  16. 16. Kids, Hipsters & Geeks Dominate 3 Source
  17. 17. Narcissism Rules 4 Source
  18. 18. Takes too much time 5 Source
  19. 19. Your turn What have you heard about SM? Your Turn: What have you heard? What are your concerns?
  20. 20. Before Jumping In … <ul><li>What happens if someone says something negative? </li></ul><ul><li>What HIPPA and legal issues? </li></ul><ul><li>Do we need a social media policy? </li></ul>
  21. 21. Truth about Negativity <ul><li>Not as big a problem as you think, but … </li></ul><ul><li>Type of Negativity Respond? </li></ul><ul><li>Straight Problems Y </li></ul><ul><li>Constructive Criticism Y </li></ul><ul><li>Merited Attack Y </li></ul><ul><li>“ Hate mail” Depends … </li></ul><ul><li>Trolling/Spam Delete </li></ul>
  22. 22. HIPPA <ul><li>HIPAA requires that a patient's identity and personal health information be protected (Protected Health Information, PHI) </li></ul><ul><li>Prepare content for public consumption </li></ul><ul><li>Release forms </li></ul><ul><li>Bottom line: Lots of info to share without sharing client/patient details </li></ul>
  23. 23. HIPPA: An Example <ul><li>Adult Flu Blitz </li></ul><ul><li>Nurse of the Year </li></ul><ul><li>Volunteers Needed for Streets Alive! </li></ul><ul><li>Health Watch </li></ul><ul><li>Art exhibition </li></ul>
  24. 24. Social Media Policies <ul><li>Always be transparent: </li></ul><ul><ul><li>Identify yourself and who you work for. </li></ul></ul><ul><ul><li>Don’t “plant” comments. </li></ul></ul><ul><ul><li>Be careful with “ghostwriting.” </li></ul></ul><ul><li>Understand what’s private and what’s public. </li></ul><ul><li>Be yourself … not a “mouthpiece.” </li></ul><ul><ul><li>People may assume you’re speaking on behalf of your employer, even when you’re speaking as an individual. </li></ul></ul><ul><li>Stick to your area of expertise. </li></ul>
  25. 25. Policy Suggestions (cont.) <ul><li>Respond. Answer questions. Show appreciation. </li></ul><ul><li>Welcome feedback and suggestions. </li></ul><ul><li>Avoid commenting on legal matters and litigation. </li></ul><ul><li>Avoid participating in a “crisis situation.” </li></ul><ul><li>Disagreement is ok, as long as it’s respectable. If it’s becoming heated, don’t disengage abruptly. It’s ok to ask for help. </li></ul><ul><li>Learn from your mistakes. </li></ul>
  26. 26. Moderation Guidelines <ul><li>Pre-moderation -- user name, email address and moderation to avoid spam </li></ul><ul><li>”The good, the bad, and the ugly” </li></ul><ul><ul><li>Positive or negative content in context of the conversation will be approved </li></ul></ul><ul><ul><li>Ugly, offensive, denigrating, out-of-context content will be rejected </li></ul></ul>
  27. 27. Intro slide The Tools The Big 3: Facebook, Twitter, Blogs
  28. 28. <ul><li>More than 500 million active users </li></ul><ul><ul><li>50% log on at least 1x/day </li></ul></ul><ul><ul><li>Average user has 130 friends </li></ul></ul><ul><li>Average user is connected to 80 pages, groups and events </li></ul><ul><li>150+ million users access Facebook through mobile devices </li></ul><ul><li>Let’s take a look … </li></ul>
  29. 29. What to Share? <ul><li>Update the page daily (twice a day is even better) </li></ul><ul><li>Check twice a day for comments, questions that need responses </li></ul><ul><li>Be personable. Respond promptly. Address people by name. </li></ul><ul><li>Ask questions, share articles, events, resources </li></ul><ul><li>Include photos and video </li></ul><ul><li>Use “@” tagging. But don’t be spammy. </li></ul><ul><li>Generate comments, “likes” & sharing </li></ul>
  30. 30. <ul><li>17 million Americans use Twitter </li></ul><ul><ul><li>Equivalent to combined populations of CT, OR, KY, KS & OK </li></ul></ul><ul><ul><li>35% of Twitter users live in urban areas </li></ul></ul><ul><li>3x’s more likely to follow brands than Facebook users </li></ul><ul><li>25% of Twitter users are African American </li></ul><ul><li>53% of users never post updates </li></ul><ul><li>Let’s take a look … </li></ul>Source
  31. 31. Setting Up <ul><li>Update your profile </li></ul><ul><li>Add a photo </li></ul><ul><li>Add Twitter to appropriate email signatures </li></ul><ul><li>Incorporate on your blog, website, Facebook, enewsletter, etc </li></ul>
  32. 32. Interacting & Engaging <ul><li>Find local people, businesses, news outlets & nonprofits to follow (2-3xs/week) </li></ul><ul><li>Revew your stream to find messages to reply to or retweet (2 xs/day) </li></ul><ul><li>Repond to people who @ or DM you (2 xs/day) </li></ul><ul><li>Be engaging: </li></ul><ul><ul><li>Ask questions </li></ul></ul><ul><ul><li>Share relevant, helpful news articles, resources and multimedia </li></ul></ul><ul><li>Keep listening </li></ul>
  33. 33. <ul><li>Half of all Internet users read blogs </li></ul><ul><ul><li>60% by 2014 </li></ul></ul><ul><li>Blogging vs. Blogger Outreach </li></ul><ul><li>Types of blog content: </li></ul><ul><ul><li>Video </li></ul></ul><ul><ul><li>Photos </li></ul></ul><ul><ul><li>Written text </li></ul></ul><ul><ul><li>Infographics </li></ul></ul>
  34. 34. Blogging Tips <ul><li>Posts are not press releases or brochures </li></ul><ul><li>Read & comment on other blogs </li></ul><ul><li>Write in language your audience understands (lose the jargon!) </li></ul><ul><li>Be timely </li></ul><ul><li>Headlines are critical </li></ul><ul><li>Build an audience by posting frequently, consistently </li></ul>
  35. 35. <ul><li>… but those are just some of the tools </li></ul>
  36. 36. <ul><li>Plan Smart. Implement Smarter. </li></ul>Source: Zack Heller
  37. 37. Photo Credit: First Monday, Orlando Chamber of Commerce
  38. 38. • • • what do you want to accomplish? • • •
  39. 39. Be Strategic <ul><li>Step 1: Identify goals & purpose </li></ul><ul><li>Step 2: Create SMART objectives </li></ul><ul><li>Step 3: Research and listen </li></ul><ul><li>Step 4: Develop a network </li></ul><ul><li>Step 5: Integrate online and offline </li></ul><ul><li>Step 6: Measure ROI and ROE </li></ul>
  40. 40. Step 1: Identify Goals & Purpose <ul><li>Education </li></ul><ul><li>Advocacy </li></ul><ul><li>Shape perceptions </li></ul><ul><li>Recruit volunteers </li></ul><ul><li>Program/event registration </li></ul><ul><li>Increase transparency & accountability </li></ul><ul><li>Create a stronger dialogue with constituents </li></ul><ul><li>Collaboration </li></ul><ul><li>Others?? </li></ul>
  41. 41. Step 2: Measurable Objectives <ul><li>S pecific </li></ul><ul><li>M easurable </li></ul><ul><li>A ttainable </li></ul><ul><li>R ealistic </li></ul><ul><li>T ime-sensitive </li></ul>Photo credit: Knickerstwist
  42. 42. • • • What do you want to do? Who do you want to reach? How will you measure progress? What’s the deadline? • • •
  43. 43. Step 3: Research and Listen <ul><li>Who are you trying to reach? How are they using social media? </li></ul><ul><ul><li>What are people saying? </li></ul></ul><ul><ul><li>Where are they saying it? </li></ul></ul><ul><li>Free online monitoring tools: </li></ul><ul><ul><li>Google Alerts, BlogSearch </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Netvibes </li></ul></ul><ul><ul><li>Hootesuite, Tweetdeck </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Nielsen’s BlogPulse </li></ul></ul>“ If you’re always talking, you’re not listening.” – Chris Brogan
  44. 44. Step 4: Develop a Network <ul><li>Choose the right tools </li></ul><ul><li>Start interacting </li></ul><ul><li>Create interesting content </li></ul><ul><li>Focus on strategy </li></ul><ul><li>Cultivate influencers </li></ul><ul><li>Promote others </li></ul><ul><li>Be creative </li></ul><ul><li>Share, share, share </li></ul>
  45. 45. Step 5: Integrate Online & Offline <ul><li>Cross-promote content </li></ul><ul><li>Balance traditional communication </li></ul><ul><li>and social media </li></ul><ul><li>Enhance media relations </li></ul><ul><ul><li>Talk to reporters on social networks </li></ul></ul><ul><ul><li>HARO </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>Use offline tools to drive online efforts … </li></ul><ul><li>and visa versa </li></ul>
  46. 46. Step 6: Measure <ul><li>Return on Insight </li></ul><ul><li>Return on Engagement </li></ul><ul><ul><li>Twitter followers, lists, retweets and link open-rates </li></ul></ul><ul><ul><li>Blog comments, traffic, inbound links </li></ul></ul><ul><ul><li>Facebook fans, wall posts and comments </li></ul></ul><ul><ul><li>YouTube ratings, embeds on other sites </li></ul></ul><ul><ul><li>Event registrations </li></ul></ul><ul><ul><li>Anecdotal evidence </li></ul></ul><ul><li>Benchmark & Research </li></ul>
  47. 47. Intro slide: Case studies Case Studies: Who’s Doing it Well?
  48. 48. Independence First
  49. 49. Case Study: My Invisible Disabilities Community
  50. 50. Case Study: Coalition for the Homeless of Central Florida
  51. 51. <ul><li>Situation: Drastic decrease in food donations </li></ul><ul><li>Idea: Food drive powered by social media </li></ul><ul><li>Goal: 400 lbs. </li></ul><ul><li>Implementation: </li></ul><ul><ul><li>Announced online </li></ul></ul><ul><ul><li>Blog, Twitter, Facebook, Flickr </li></ul></ul><ul><li>Result: Raised 1,000+ lbs </li></ul><ul><ul><li>The Coalition’s </li></ul></ul><ul><ul><li>“ Can” Care Challenge </li></ul></ul>
  52. 52. guest post from winning company
  53. 53. Exercise: Content Creation • • • content creation • • •
  54. 54. Exercise: Writing for different mediums • • • writing for different mediums • • •
  55. 55. Collaboration. Integration. Social Good. <ul><li>Heather Whaling </li></ul><ul><li>[email_address] </li></ul><ul><li>@prTini </li></ul><ul><li>for slides & resources: </li></ul><ul><li> </li></ul><ul><li>subscribe to my blog: </li></ul><ul><li>bit. ly/prTini </li></ul>