Social media prelim strategy


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An introduction to social media ... and why we need to use it!

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Social media prelim strategy

  1. 1. New Adventures in Social Media Sharon Kunkel
  2. 2. What is Social Media? <ul><li>Social media is an exponential amplification – through technology – of word of mouth </li></ul><ul><li>Social media enables messages to be spread instantaneously, everywhere </li></ul><ul><li>Through computer, smart phone and tablet </li></ul><ul><li>Social media has changed marketing and advertising forever! </li></ul>
  3. 3. Facebook Advertising
  4. 4. Google AdWords
  5. 5. Why Do We Need to Use It? <ul><li>It will help us gain control of our message </li></ul><ul><li>It will help us generate revenue </li></ul><ul><li>It will bring new supporters to our cause </li></ul><ul><li>Younger generations do not trust advertising </li></ul><ul><li>Because that’s where people are </li></ul>
  6. 6. Social Media as a News Source
  7. 7. Social Media and Social Change
  8. 8. Social Media and Social Commentary
  9. 9. Social Media by the Numbers <ul><li>Facebook: launched 2004, 500 million users </li></ul><ul><li>Flickr: launched 2004, hosts more than 5 billion images </li></ul><ul><li>YouTube: launched 2005, 100 million new accounts added in 2010 alone </li></ul><ul><li>Twitter: launched 2006, 460,000 new accounts added per day in February </li></ul><ul><li>And so on … </li></ul>
  10. 10. Social Media Sites <ul><li>Facebook, Twitter, YouTube, Vimeo, Flickr, Intersect, Tumblr, Storify, CoveritLive, LinkedIn,, FourSquare, Dogster, Formspring, Quora, Hootsuite, Cision, Flipboard, Skype, Delicious, Diigo, Einztein, Reddit, Slideshare, Digg, Posterous, SocialMention, SmugMug, StumbleUpon, WhatTheHashtag … </li></ul>
  11. 11. Formulating Our Strategy <ul><li>Don’t panic - eat the elephant one bite at a time … </li></ul>
  12. 12. Starting Point: What We Stand For <ul><li>Human rights </li></ul><ul><li>Accessible, affordable health care </li></ul><ul><li>Compassion </li></ul><ul><li>Comprehensive, medically accurate information and education </li></ul><ul><li>Concern for community </li></ul><ul><li>Inclusiveness </li></ul><ul><li>High professional standards </li></ul>
  13. 13. Our Broad Goals <ul><li>To be proactive about our messaging to better battle misinformation </li></ul><ul><li>To bring “fence sitters” to our side </li></ul><ul><li>To increase our advocate numbers </li></ul><ul><li>To increase our patient numbers </li></ul>
  14. 14. Our SMART Objectives <ul><li>To increase the number of reposts / retweets by ??% in the next 6 months </li></ul><ul><li>Increase the number of Facebook “fans” by ??% in the next 6 months </li></ul><ul><li>Increase the number of patient visits in our health centers by ?% in the next year </li></ul><ul><li>Increase the number of advocates, ages 18-25, by ?% in the next 6 months </li></ul>
  15. 15. Our Target Audience <ul><li>Age: 18-35 </li></ul><ul><li>Primarily female </li></ul><ul><li>Wide educational range </li></ul><ul><li>Social media users will be more </li></ul><ul><li>concentrated in (sub)urban areas </li></ul><ul><li>Lower through middle class </li></ul>
  16. 16. Where Our Audience is Online <ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>YouTube </li></ul><ul><li>Photo sharing sites </li></ul><ul><li>Blogs </li></ul><ul><li>News sites (alt-sites such as Feministing, Huffington Post, Jezebel, The Onion, Daily Show, Colbert, Dlisted, Gawker, Creative Loafing) </li></ul>
  17. 17. Where Our Audience is Offline <ul><li>College campuses </li></ul><ul><li>At work (primarily non-executive) </li></ul><ul><li>Coffee shops / bookstores </li></ul><ul><li>Nightclubs </li></ul><ul><li>The beach </li></ul><ul><li>Shopping </li></ul><ul><li>At friends’ houses </li></ul>
  18. 18. What They Need <ul><li>Up-to-the-second information </li></ul><ul><li>A sense of community </li></ul><ul><li>Feeling of fighting against “the man” </li></ul><ul><li>Quick, impromptu volunteer opportunities (must be social) </li></ul><ul><li>Instant gratification </li></ul><ul><li>Affordable health care – primarily birth control and STD testing </li></ul>
  19. 19. What We Can Provide Online <ul><li>Accurate information </li></ul><ul><li>A sense of community </li></ul><ul><li>Feeling of fighting against “the man” </li></ul><ul><li>Last-minute volunteer opportunities </li></ul><ul><li>Medical specials and coupons </li></ul>
  20. 20. Challenges to Social Media Success <ul><li>Due to emotional level of debate, it is not possible to give up control and keep our pages “safe” for participants </li></ul><ul><li>Not all staff and Board comfortable (yet) with the technology </li></ul><ul><li>Geographic distance of participants </li></ul><ul><li>Requires culture change – breaking down departmental walls </li></ul>
  21. 21. Initial Tools for Implementation <ul><li>Already existing: Facebook, Twitter, YouTube, LinkedIn, Flickr, slideshare </li></ul><ul><li>New (to us): WordPress, Tumblr, Google Alerts,, Openbook, Alltop, StumbleUpon, CoveritLive </li></ul><ul><li>Existing but untapped: Google Analytics </li></ul>
  22. 22. Facebook
  23. 23. Facebook
  24. 24. Facebook Demographics
  25. 25. How PPSWCF Compares on FB
  26. 26. Twitter
  27. 27. LinkedIn
  28. 28. YouTube
  29. 29. Flickr
  30. 30. Steps to Success <ul><li>Listen (Google Alerts, Alltop, Openbook) </li></ul><ul><li>Assess and plan </li></ul><ul><li>Engage and connect </li></ul><ul><li>Measure and then … </li></ul><ul><li>Refine and improve </li></ul>
  31. 31. Roles to Fill <ul><li>Social media “czar” – permanent learner and director </li></ul><ul><li>Content creators – staff, key volunteers, community partners (where missions align) </li></ul><ul><li>Audience engagers – staff, Board, VOX, donors, advocates </li></ul><ul><li>Retweeters – patients, advocates, other affiliates </li></ul>
  32. 32. Engagement of Staff <ul><li>Demonstration of results </li></ul><ul><li>Personal social media lessons </li></ul><ul><li>Internal contests </li></ul><ul><li>Sheer force of will </li></ul><ul><li>Food </li></ul>
  33. 33. Presentation Models <ul><li>“ Breaking news” – articles about medical advances and legislative affairs </li></ul><ul><li>“ Making sense” – using our experts to explain current events </li></ul><ul><li>Messages from the CEO (insider view) </li></ul><ul><li>Lighter fare – lists, sex trivia, snarky commentary, contests </li></ul><ul><li>Calls to action – rallies, phone banks, etc. </li></ul>
  34. 34. What Success Looks Like <ul><li>A more well-informed community </li></ul><ul><li>A more positive view of Planned Parenthood </li></ul><ul><li>Establishment of Planned Parenthood professionals as experts in their fields </li></ul><ul><li>Greater grassroots support and activism on behalf of human rights and women’s health </li></ul><ul><li>Higher patient/visit numbers </li></ul>
  35. 35. New Adventures in Social Media Sharon Kunkel 941.365.3913 x1105 [email_address]