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Hands-On
Social Media Strategy
Nedra Kline Weinreich
@Nedra
A few things…
 Wi-fi password
 Hashtag for workshop: #HOSM
 Hashtag for conference:
#hcmmconf
 Resource wiki:
http://n...
Agenda
8:00-10:00 Social Media
Strategy Steps
10:00-10:15 Break
10:15-11:30 Social Media
Strategic Tactics
Where are you with…
 Twitter
 Facebook
 Tumblr
 Blog
 Instagram
 Pinterest
 YouTube
 Vine
 LinkedIn
 Google Plus...
Marketing is dead.
We need to create
movements instead.
-Kevin Roberts
Worldwide CEO of Saatchi & Saatchi
Photo:
Campaigns have a beginning and an end.
Movements go on as long as kindred spirits
are involved.
Campaigns are you talking ...
Slide Credit: wearemedia.org
Social media is
word of mouth
on steroids!
Photo: http://flickr.com/photos/whyswomen/143360770/
Photo: http://www.flickr.com/photos/davidkjelkerud/2713789232/
What are the questions
that need to be
answered to create a
social media strategy?
Strategy Roadmap
1. Goals/objectives
2. Target audience
3. Capacity
4. Tools and Tactics
5. Monitor and
Evaluate
Photo: ht...
Step 1: What are Your
Goals/Objectives?
Magic T of Marketing
(Steve Rubel)
• Mainstream media = REACH
• Social media = DEPTH/ENGAGEMENT
Social Media Outcomes
• Listening and learning
• Building relationships
• Building awareness of issue
• Improving reputati...
• Specific
• Measurable
• Achievable
• Relevant
• Time-framed
SMART Goals/Objectives
Photo: http://www.flickr.com/photos/a...
Slide Credit: wearemedia.org
.75".75"
.75".75"Step 2: Whom Do You Want to Reach?
http://www.flickr.com/photos/hamoid/317021961/
All ages use social network sites
Source: Pew Internet Project, 2013
Social Technographics
Beth Kanter, bethkanter.org
Slide Credit: wearemedia.org
Step 3: What is Your Organizational Capacity?
Free Puppy! (or is it?)
http://www.flickr.com/photos/psycho-pics/3411848285/
Slide Credit: wearemedia.org
Step 4: Which Tools and Tactics
Will Help You Reach Your Goals?
18%
22%
71% 71%
Where do social network users go?
21%
17%
6%
Don’t Forget Mobile!
Choose the Right Tools
• Listen
– Google Alerts, RSS
readers, Twitter Search
• Converse
– Twitter, Facebook,
Blogs, G+
• T...
Step 5:
Monitoring/
Evaluation
http://www.flickr.com/photos/bionicteaching/3629084631/
• RSS Feed Reader
• Google Alerts
•...
Metrics for Social Media
• Social actions (likes/followers, comments,
user content, shares, ratings)
• Mentions (blogs, Tw...
BREAK
Reminders
 Wi-fi password
 Hashtag for workshop: #HOSM
 Hashtag for conference:
#hcmmconf
 Resource wiki:
http://nedra...
Share Pairs
 What is your biggest social media
success so far?
 What is your biggest social media
challenge?
Social Media
Strategic
Guidelines
http://www.flickr.com/photos/waderockett/171688464/
What can you do with
social media?
Communicate
Converse
Connect
Collaborate/Co-Create
Consumer Research
Collect/Categorize...
Be Authentic
Photo: http://www.flickr.com/photos/feastoffools/3584066855
Share
Photo: http://www.flickr.com/photos/angela7/534883941/
Sharing Social Objects
Social
Object
Memes
“…It’s only our own
reactions that we have
any kind of control
over... I cannot stop
other people from doing
what they wan...
Be
Relevant
Photo:
http://www.flickr.com/phot
os/brewedfreshdaily89/28
24125234/
Engage in Two-Way
Conversation
Photo: http://www.flickr.com/photos/gw1/2666052624/
Find Your Fans
Photo: http://www.flickr.com/photos/lafleur/1350302133/
Hashtags/Twitter Chats
http://www.flickr.com/photos/charliecowins/2083851923/
Create
Evangelists
Tell Your Story Across
Platforms
InvisiblePeople.tv
Repurpose Your Content
Addendum:
Tools and Tips
Photo: http://www.flickr.com/photos/somemixedstuff/839984821/
Anatomy of a Tweet
Retweet Twitter Name Mention/Reply
Shortened
URLHashtag
Account
Click to
Reply/Retweet/Favorite
Timesta...
Building Your Twitter Community
 Use your profile to shine
 Provide value to your followers
 Follow people in your comm...
HootSuite
Careful with Automated
Tweets!
…on morning of the Aurora shootings.
Twitter Search
Hashtags/Twitter Chats
Track Clicks on Your Links
Track Reach of Your Tweets
Track Your and
Others’ Influence
Facebook Pages
 Offer interesting, shareable information
 Let people stay on Facebook – post
photos, videos, etc. on pag...
LinkedIn
 Create a company page to provide
information about your
organization
 Create a group for supporters and
staff ...
YouTube / Online Video
 Set up your own channel on
YouTube
 Create short (1-2 minute) stories
 Good audio is critical
...
Google Plus
 Allows more control over who sees
what in your stream
 Can share long or short posts
 Create organizationa...
Pinterest
 Visually based - lead with images
 Primarily female demographic
 Make sure pin links back to the
original si...
Instagram/Vine
 Photo/video storytelling
 Use hashtags
 Video – think in quick bites
◦ Instagram – 15 seconds
◦ Vine – ...
Blogs
Issues to Consider
 Purpose
 Audience
 Voice - who will be blogging, writing style,
team?
 Resources - time, enthusias...
Blog Post Types
 Educational
 Call to Action
 Tips
 News
 Commentary
 How-to
 Resources
 Lists
 Interview
 Perso...
When Should You Respond to
What You “Hear?”
• Say “thank you” for
passing on info/
compliments
• Answer complaints/
misinf...
Get in touch!
Nedra Kline Weinreich
Weinreich Communications
www.Social-Marketing.com
weinreich@social-marketing.com
Phone...
Hands-On Social Media Strategy
Hands-On Social Media Strategy
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Hands-On Social Media Strategy
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Hands-On Social Media Strategy

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Published on

Nedra Kline Weinreich
Weinreich Communications

Hands-On Social Media Strategy
Pre-Conference Workshop
National Conference on Health Communication, Marketing and Media
Atlanta, GA
August 19, 2014

Published in: Social Media

Transcript of "Hands-On Social Media Strategy"

  1. 1. Hands-On Social Media Strategy Nedra Kline Weinreich @Nedra
  2. 2. A few things…  Wi-fi password  Hashtag for workshop: #HOSM  Hashtag for conference: #hcmmconf  Resource wiki: http://nedra.wikispaces.com/NCHCMM14
  3. 3. Agenda 8:00-10:00 Social Media Strategy Steps 10:00-10:15 Break 10:15-11:30 Social Media Strategic Tactics
  4. 4. Where are you with…  Twitter  Facebook  Tumblr  Blog  Instagram  Pinterest  YouTube  Vine  LinkedIn  Google Plus  Snapchat  Mobile apps
  5. 5. Marketing is dead. We need to create movements instead. -Kevin Roberts Worldwide CEO of Saatchi & Saatchi Photo:
  6. 6. 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
  7. 7. Slide Credit: wearemedia.org
  8. 8. Social media is word of mouth on steroids! Photo: http://flickr.com/photos/whyswomen/143360770/
  9. 9. Photo: http://www.flickr.com/photos/davidkjelkerud/2713789232/
  10. 10. What are the questions that need to be answered to create a social media strategy?
  11. 11. 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/
  12. 12. Step 1: What are Your Goals/Objectives?
  13. 13. Magic T of Marketing (Steve Rubel) • Mainstream media = REACH • Social media = DEPTH/ENGAGEMENT
  14. 14. 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/
  15. 15. • Specific • Measurable • Achievable • Relevant • Time-framed SMART Goals/Objectives Photo: http://www.flickr.com/photos/a_mason/4006709/
  16. 16. Slide Credit: wearemedia.org
  17. 17. .75".75" .75".75"Step 2: Whom Do You Want to Reach? http://www.flickr.com/photos/hamoid/317021961/
  18. 18. All ages use social network sites Source: Pew Internet Project, 2013
  19. 19. Social Technographics
  20. 20. Beth Kanter, bethkanter.org
  21. 21. Slide Credit: wearemedia.org Step 3: What is Your Organizational Capacity?
  22. 22. Free Puppy! (or is it?) http://www.flickr.com/photos/psycho-pics/3411848285/
  23. 23. Slide Credit: wearemedia.org
  24. 24. Step 4: Which Tools and Tactics Will Help You Reach Your Goals?
  25. 25. 18% 22% 71% 71% Where do social network users go? 21% 17% 6%
  26. 26. Don’t Forget Mobile!
  27. 27. Choose the Right Tools • Listen – Google Alerts, RSS readers, Twitter Search • Converse – Twitter, Facebook, Blogs, G+ • Tell Your Story – Blogs, Twitter, G+, video/photo sharing, podcasts, Pinterest • Help Supporters Tell Your Story – User generated content, contests, social network apps, widgets • Generate Buzz – Twitter, Social news (eg Reddit), Tumblr, Pinterest • Build Community – Facebook, LinkedIn, Twitter, G+, hashtags, Tumblr • Collaborate/Collect Information – Wikis, social bookmarking, hashtags
  28. 28. Step 5: Monitoring/ Evaluation http://www.flickr.com/photos/bionicteaching/3629084631/ • RSS Feed Reader • Google Alerts • Twitter/FB Analytics • Google Analytics • Social Media Monitoring Services
  29. 29. Metrics for Social Media • Social actions (likes/followers, comments, user content, shares, ratings) • Mentions (blogs, Twitter, Facebook, etc.) • Website activity from social media (pageviews, unique visitors, time on site) • Survey results (KAB, relevance, credibility) • ROE (Return on Engagement) = cost per action
  30. 30. BREAK
  31. 31. Reminders  Wi-fi password  Hashtag for workshop: #HOSM  Hashtag for conference: #hcmmconf  Resource wiki: http://nedra.wikispaces.com/NCHCMM14
  32. 32. Share Pairs  What is your biggest social media success so far?  What is your biggest social media challenge?
  33. 33. Social Media Strategic Guidelines http://www.flickr.com/photos/waderockett/171688464/
  34. 34. What can you do with social media? Communicate Converse Connect Collaborate/Co-Create Consumer Research Collect/Categorize Collective Wisdom Customize Customer Service Community
  35. 35. Be Authentic Photo: http://www.flickr.com/photos/feastoffools/3584066855
  36. 36. Share Photo: http://www.flickr.com/photos/angela7/534883941/
  37. 37. Sharing Social Objects Social Object
  38. 38. Memes
  39. 39. “…It’s only our own reactions that we have any kind of control over... I cannot stop other people from doing what they want to do. There is no control of others. I wonder how many people realize that.” -Geoff Livingston Photo: http://www.flickr.com/photos/flyzipper/132685095/
  40. 40. Be Relevant Photo: http://www.flickr.com/phot os/brewedfreshdaily89/28 24125234/
  41. 41. Engage in Two-Way Conversation Photo: http://www.flickr.com/photos/gw1/2666052624/
  42. 42. Find Your Fans Photo: http://www.flickr.com/photos/lafleur/1350302133/
  43. 43. Hashtags/Twitter Chats
  44. 44. http://www.flickr.com/photos/charliecowins/2083851923/ Create Evangelists
  45. 45. Tell Your Story Across Platforms
  46. 46. InvisiblePeople.tv
  47. 47. Repurpose Your Content
  48. 48. Addendum: Tools and Tips Photo: http://www.flickr.com/photos/somemixedstuff/839984821/
  49. 49. Anatomy of a Tweet Retweet Twitter Name Mention/Reply Shortened URLHashtag Account Click to Reply/Retweet/Favorite Timestamp/P ermalink
  50. 50. Building Your Twitter Community  Use your profile to shine  Provide value to your followers  Follow people in your community ◦ Partners/supporters/people talking about your issue or organization ◦ Use Twitter lists, WeFollow, local Twitter Search (search.twitter.com – advanced search)  Reach out to followers  Retweet useful information from others
  51. 51. HootSuite
  52. 52. Careful with Automated Tweets! …on morning of the Aurora shootings.
  53. 53. Twitter Search
  54. 54. Hashtags/Twitter Chats
  55. 55. Track Clicks on Your Links
  56. 56. Track Reach of Your Tweets
  57. 57. Track Your and Others’ Influence
  58. 58. Facebook Pages  Offer interesting, shareable information  Let people stay on Facebook – post photos, videos, etc. on page  Actively manage your community by encouraging comments, interaction  Give people a reason to “like” your page  When you have 25 “likes,” grab your alias URL (i.e., facebook.com/GeneralHospital)  Let your email contacts know about your Facebook page (“Tell Your Fans”)
  59. 59. LinkedIn  Create a company page to provide information about your organization  Create a group for supporters and staff to network  Answer questions relevant to your organization’s priorities  Focus on professional networking, identifying funding/sponsorship contact, new employee hiring
  60. 60. YouTube / Online Video  Set up your own channel on YouTube  Create short (1-2 minute) stories  Good audio is critical  Compelling content – emotional, interesting, funny, surprising  Viral is an outcome, not an attribute
  61. 61. Google Plus  Allows more control over who sees what in your stream  Can share long or short posts  Create organizational pages like FB  Real names required  Hangouts allow up to ten people to video chat  Increases chances of coming up in Google search results
  62. 62. Pinterest  Visually based - lead with images  Primarily female demographic  Make sure pin links back to the original site – great for traffic generation  Content is easy to share  Can have multiple contributors  Include compelling photos in all of your content to encourage pinning
  63. 63. Instagram/Vine  Photo/video storytelling  Use hashtags  Video – think in quick bites ◦ Instagram – 15 seconds ◦ Vine – 6 seconds  Set a tone/personality  Use for contests, participatory activities
  64. 64. Blogs
  65. 65. Issues to Consider  Purpose  Audience  Voice - who will be blogging, writing style, team?  Resources - time, enthusiasm  Blog Management - comments, guidelines, calendar  Images - sources, copyright  Tracking - metrics, tools
  66. 66. Blog Post Types  Educational  Call to Action  Tips  News  Commentary  How-to  Resources  Lists  Interview  Personal story  Ask a question, gather responses  Photo/video blog  Ongoing feature  Guest blogger  Event planning/recap
  67. 67. When Should You Respond to What You “Hear?” • Say “thank you” for passing on info/ compliments • Answer complaints/ misinformation about your org or activities • Add something of value to the conversation • Trolls • Directed to other organizations • People from outside your local community (unless you have capacity) Respond to: Do Not Respond to:
  68. 68. 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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