Social Media Builds Community

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This presentation was designed to help community-focused organizations elevate their social media marketing beyond the basics. From how to build a strategy, tips for content marketing, and tools to …

This presentation was designed to help community-focused organizations elevate their social media marketing beyond the basics. From how to build a strategy, tips for content marketing, and tools to create/share better content, this presentation covers a wide variety of topics. Initially delivered to the Ohio Association for County Boards, government agencies that serve people with developmental disabilities, the presentation will help organizations look as amazing *online* as they are offline.

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  • Geben Communication – started 3 years ago. Team of 6 now. We focus on integrating traditional and digital PR strategies for a wide range of clients, from startups to established brands. We focus on helping clients disrupt the status quo. We want to work with organizations who want to shake things up – and that’s why the Columbus Marathon has been a perfect client for us. They take a very different approach to social media, which I’m going to share with you today.
  • What are your broad goals for social?
  • Time online needs to be time well spent, which means you have to build an audience – otherwise, you’re just talking to yourself,
  • Lurker:  A lurker is someone who “liked” your page or began following you on Twitter, Pinterest, Instagram or some other network. They’ve taken a first step, but that’s it. In fact, a lurker is barely paying attention to the content you’re sharing and isn’t interested in “joining the conversation.” Eavesdropper:  An individual becomes an eavesdropper after something piqued their interest and now they’re beginning to develop some interest in what you’re saying. They’re still not interacting with your content, but you at least have an “in” to create some interaction. Acquaintance:  Finally, you’ve said or posted enough things that caught their attention. The individual is mildly interested in what you have to say, and like an acquaintance in your neighborhood, you’ll start to have some surface-level interactions. Active Participant:  As interactions become deeper and more meaningful – commenting instead of simply “liking” or proactively asking you questions or starting conversations with you on Twitter – the individual graduates from an acquaintance to a full-fledged active member of the community. Brand loyalist:  Loyalists have an affinity for you over the competition. When given a choice, they pick you over the competition, even if the competitor is cheaper or slightly more convenient. Loyalists have embraced your “ why. ” They ’ re buying more than a product or service. They ’ re buying into your mission and believe in what you ’ re doing. Brand advocate:  This is where the magic happens. Brand advocates are such strong members of the community that they want to recruit others to join. They tell other people to buy your product, share amazing customer service stories with their friends, and willingly answer questions from people (even if they don’t know them personally) about your product/service. They’re truly an extension of your team – and don’t require anything in return, other than you just continuing to exceed their expectations.  


  • 1. a fresh approach to community development:Why Social Media is a Must Heather Whaling • @prTini
  • 2. innovate best practices Integrating Traditional and Digital PR Photo source:
  • 3. Our approach to social media:•Build an audience. Then, activate it.•80/20•If you’re not quick, you’re not relevant.
  • 4. The basics:Program updatesBoard news & announcementsCommunity events
  • 5. Dig deeper:IntentCustomer serviceCommunity relationsOutcomesCrisis communication
  • 6. “People don’t buy what youdo, they buy why you do it.”– Simon Sinek
  • 7. [workshop]Why does your organization exist?Why do YOU believe in the mission?How can you convey they online?
  • 8. Desired Outcomes: eliminate drive activate & educate barriers attendance acceleratePhoto credits: Schoolhouse, Post-It, Line, Runner
  • 9. start at the beginning: define the audience
  • 10. t? WWho? Wha When? here? Why? How ?
  • 11. • Gender • AgeWho? • Education • Kids and their ages • Occupation
  • 12. • Likes/interestsWhat? • Reading materials • hobbies
  • 13. • How often do they want to hear from you? • When are they online?When? • When are they reading? • When are they making a buying decision?
  • 14. • Which online sites do they frequent? • Where do they hang out withWhere? family/friends? • Urban/suburban/rural/city?
  • 15. • Simon Sinek “Start with Why”Why? • What do they want to hear from you? • How does their intent align with Sports Medicine?
  • 16. • How will you reach those people?How? • What kinds of content will resonate with them?
  • 17. Personas•Name, face•Humanize through a photo•Write up a brief “story” that incorporates: – Their persona – Value you provide to them – Their expectations of your organization
  • 18. 5-Step Social Media Strategy
  • 19. “Planning without action is futile, action without planning is fatal.”
  • 20. Be StrategicStep 1: Identify goals & purposeStep 2: Create SMART objectivesStep 3: Research and listenStep 4: Develop a networkStep 5: Integrate online and offlineStep 6: Measure ROI and ROE
  • 21. Step 1: Identify Goals & Purpose[workshop]What are your social media goals?
  • 22. Step 2: Create Measurable Objectives Specific Measurable Attainable Realistic Time-sensitivePhoto credit: Knickerstwist
  • 23. Step 3: Research and Listen• Who are you trying to reach? How are they using social media? – What are people saying? – Where are they saying it?• Free online monitoring tools: – Google Alerts – “If you’re always talking, you’re not – Netvibes listening.” – Hootsuite, Tweetdeck – Chris Brogan –
  • 24. Step 4: Develop a Network Choose the right tools Cultivate influencers Start interacting Promote othersCreate interesting content Be creative Focus on strategy Share, share, share
  • 25. Step 5: Integrate Online and Offline• Cross-promote content• Balance traditional communication and social media• Enhance media relations – Talk to reporters on social networks – HARO• Use offline tools to drive online efforts … and visa versa
  • 26. Step 6: Measure• Insights• Engagement – Twitter followers, lists, retweets and link open-rates – Blog comments, traffic, inbound links – Facebook fans, wall posts and likes/shares/comments – YouTube views, embeds on other sites• [workshop] How do you measure effectiveness?
  • 27. Community Development
  • 28. “You have to earn the right to sellsomething in the same way you earn theright to ask a friend a favor.”– Renegades Write the Rules
  • 29. tweetable tip:You have to BUILD a community before you can ACTIVATE it.
  • 30. content creation
  • 31. Look at This vs Look at Me
  • 32. Works because: •community •visual •useful
  • 33. Works because: •statistic •sharable image •tagged page
  • 34. Works because: •image •timely •appreciation
  • 35. Works because: •question •engaging •link to answer
  • 36.
  • 37.
  • 38.
  • 39. Works because:•timely•noticeablephoto•engaging
  • 40. content creation
  • 41. Types of Content• Text• Photos• Video• Infographics• Links to “repurposed” content• Other?
  • 42. Challenges•How do you know what to post? When?•How do you balance engagement withmessage deployment? [workshop]What are your contentcreation challenges?
  • 43. content buckets
  • 44. 5-Step Process1. List words and phrases you want to be associated with.2. Identify the overall messages that need to be conveyed.3. Brainstorm other subjects and themes that will attract and engage audiences.4. Determine “umbrellas” that can contain messages and broader content.5. Identify bucket areas that align with messaging, but are broad to support additional content.
  • 45. Example:• Innovation that works.• Relationship-driven business.• Cleveland (Ohio) Rocks!• Paving the way through leadership & education.• Madison: Up Close & Personal
  • 46. • Innovation that works. – Sparks Innovation Center – New innovative products (ours and partners) – Innovation outside the industry that we can learn from• Paving the way through leadership & education. – Innovation Roundtable – Social media whitepaper – Speaking engagements & training sessions• Madison: Up Close & Personal – Employee interviews – Behind-the-scenes photos
  • 47. Example:• Infuse creativity into play.• Downtown is a cool AND family-friendly destination.• Work hard, play hard in your own backyard.• Empower wellness in the heart of the city.• Green, urban spaces strengthen communities.
  • 48. • Infuse creativity into play. – Imagination Playground – Activities, crafts to entertain kids at home (Pinterest)• Downtown is a cool AND family-friendly destination. – Concert series – Movies in the park – Family Fun Days – Downtown festivals, events, activities• Empower wellness in the heart of the city. – Fitness classes – Recharge during the day – Fitness tips – Healthy lunch ideas
  • 49. Rapid Fire: Content Creation Tools
  • 50. Fastest-growingmobile network; visualstorytelling
  • 51. 15-second videos torepost on Facebook &Twitter
  • 52. Simple, beautifultextography
  • 53. Social media newsreleases
  • 54. Heather Whaling • @prTini subscribe: Disrupt the status quo. Build awareness. Acquire customers.Excel in the social world. Increase sales. Innovate best practices.