Hands-On Social Media Strategy

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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

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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