Hands-On Social Media Strategy


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Nedra Kline Weinreich
Weinreich Communications

Pre-Conference Workshop
National Conference on Health Communication, Marketing and Media
August 9, 2011


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  • • But it can also be about this. @krash63 works for the American Heart Association and uses Twitter Search to scan for people using the word “stroke” in their tweets. When it’s appropriate she responds quickly with useful information -- which in this case could save a life. • Twitter can be a great way to find and connect with people who are interested in a particular topic, and to have conversations with them.
  • Source: http://econsultancy.com/us/blog/7334-social-media-statistics-one-year-later
  • Photo: http://www.flickr.com/photos/jdebner/3312895125/
  • • Social media monitoring is a way to listen to what people are saying online about the topics you ’re interested in. This information may be found in blog posts, social networks, Twitter, and other Web sites. Many free tools are available online to help you monitor for the keywords of your choice. You can set up a simple system that you just need to check periodically as part of your regular routine. An RSS Feed Reader puts everything in one place and brings everything that ’s new right to you.
  • • Social media monitoring is a way of listening to what people are saying online that is relevant to your flu outbreak preparedness activities. This information may be found in blog posts, social networks, Twitter, and other websites. Many free tools are available online to help you monitor for the keywords of your choice. • Why use social media monitoring? - You can know what people in your community and elsewhere are saying about H1N1 outbreaks and your preparedness activities to give you an idea of their knowledge and attitudes. - You will find opportunities to respond to questions, engage in conversations, correct misperceptions and otherwise reach out to assist people with flu outbreak preparedness. - The feedback can help direct your strategy and activities in the most effective ways. - You can find the people in your community who would be most interested in being part of your online and in-person outbreak flu preparedness network. - You will stay on top of the latest news related to flu outbreaks so you will be better able to knowledgeably engage your community in preparedness activities.
  • • To do social media monitoring, you can set up a simple system that you just need to check periodically as part of your regular routine. • There are several pieces to this that will work together. The specific directions for how to do this can be found in the Social Media Guide, so I ’ll just be introducing the ideas here. • The first piece is setting up an RSS Feed Reader like Google Reader (pictured here) or Bloglines. Instead of bookmarking all the sites you want to check each day to see if there is something new, a feed reader puts it all in one place and brings everything that ’s new right to you. • It ’s a quick way of scanning all your blog subscriptions, news feeds and searches in one place. • So first you will set up the feed reader account and then I ’ll show you how to add each subscription in there.
  • • Google Alerts are the simplest way to be notified immediately when something that contains information of interest to you is posted somewhere online. • You ’ll first need to figure out the keywords that you want to track. It could be things like H1N1, flu and the name of your community. You can create alerts for different variations. • You can choose to receive the alerts via email, or the simpler way to make it part of your monitoring system is to create an RSS feed that you ’ll subscribe to in your feed reader.
  • • Similarly, when you know the keywords you want to track, you can create an RSS feed on Twitter Search that will capture all the tweets with those words in them. You can limit those to your geographic area so you won ’t be overwhelmed.
  • • You will also want to track specific blogs or news sources that you know are relevant to H1N1 and your community. You can find these through Google Blog Search or a blog search engine called Technorati. • When you find blogs that you think will be useful, you can subscribe to their RSS feeds and add them to your feed reader. As time goes on, you ’ll get a sense of which ones are more or less relevant, and you can weed them out. • Once you have your monitoring system set up, then you ’ll want to create a schedule for checking whether there is anything you need to respond to - either once a day or several times a day. • [If there is time:] Demo Google Reader already set up, show different types of feeds and how it works.
  • • How do you decide which items you pick up in your social media monitoring system are ones you should respond to? • Respond to/ Do not respond to chart • Use your discretion as to how to best allocate your time -- probably somewhere in between just using the information to inform your strategy versus spending time responding to everything that comes your way.
  • Hands-On Social Media Strategy

    1. 1. Hands-On Social Media Strategy Nedra Kline Weinreich
    2. 8. Welcome to the Social World Slide Credit: wearemedia.org
    3. 9. 175 million users 100 million users 640 million users 5 billion images 2 billion views/day 163 million blogs
    4. 10. The People Formerly Known as the Audience Photo: http://www.flickr.com/photos/arendpictures/1165255854
    5. 11. Photo: http://www.flickr.com/photos/waxypoetic/274724321/
    6. 12. Think Movement, Not Campaign
    7. 13. InvisiblePeople.tv
    8. 19. Slide Credit: wearemedia.org
    9. 20. Social media is word of mouth on steroids! Photo: http://flickr.com/photos/whyswomen/143360770/
    10. 21. What can you do with social media? <ul><li>Communicate </li></ul><ul><li>Converse </li></ul><ul><li>Connect </li></ul><ul><li>Collaborate/Co-Create </li></ul><ul><li>Consumer Research </li></ul><ul><li>Collect/Categorize </li></ul><ul><li>Collective Wisdom </li></ul><ul><li>Customize </li></ul><ul><li>Customer Service </li></ul><ul><li>Community </li></ul>
    11. 22. Photo: http://www.flickr.com/photos/davidkjelkerud/2713789232/
    12. 23. Step-by-Step Strategy <ul><li>Goals/objectives </li></ul><ul><li>Target audience </li></ul><ul><li>Capacity </li></ul><ul><li>Tools and Tactics </li></ul><ul><li>Measure and Evaluate </li></ul>Photo: http://www.flickr.com/photos/pensiero/230717296/
    13. 24. What are Your Goals/Objectives? http://www.flickr.com/ photos/kevinsteele/267451343/
    14. 25. Magic T of Marketing (Steve Rubel) <ul><li>Mainstream media = REACH </li></ul><ul><li>Social media = DEPTH/ENGAGEMENT </li></ul>
    15. 26. Social Media Outcomes <ul><li>Listening and learning </li></ul><ul><li>Building relationships </li></ul><ul><li>Building awareness of issue </li></ul><ul><li>Improving reputation of organization </li></ul><ul><li>Motivating content generation by supporters </li></ul><ul><li>Increasing relevant visitor traffic/page rankings </li></ul><ul><li>Increasing perceptions of social norms </li></ul><ul><li>Social support </li></ul><ul><li>Taking action </li></ul>Photo: http://www.flickr.com/photos/theparadigmshifter/85540112/
    16. 27. <ul><li>Specific </li></ul><ul><li>Measurable </li></ul><ul><li>Achievable </li></ul><ul><li>Relevant </li></ul><ul><li>Time-framed </li></ul>SMART Goals/Objectives Photo: http://www.flickr.com/photos/a_mason/4006709/
    17. 28. Objective Format <ul><li>WHO </li></ul><ul><li>will do or say WHAT </li></ul><ul><li>by WHEN </li></ul><ul><li>and by HOW MUCH . </li></ul>
    18. 29. Who Do You Want to Reach? .75&quot; .75&quot; .75&quot;.75&quot; http://www.flickr.com/photos/hamoid/317021961/
    19. 30. Slide Credit: wearemedia.org
    20. 31. Slide Credit: wearemedia.org
    21. 32. Slide Credit: wearemedia.org
    22. 33. Free Puppy! (or is it?) http://www.flickr.com/photos/psycho-pics/3411848285/
    23. 34. Slide Credit: wearemedia.org
    24. 35. Which Tools and Tactics Will Help You Reach Your Goals?
    25. 36. Tools for Tactics <ul><li>Listen </li></ul><ul><ul><li>Google Alerts, RSS readers, Twitter Search </li></ul></ul><ul><li>Converse </li></ul><ul><ul><li>Blog comments, Twitter </li></ul></ul><ul><li>Tell Your Story </li></ul><ul><ul><li>Blogs, Twitter, video/photo sharing, podcasts </li></ul></ul><ul><li>Help Supporters Tell Your Story </li></ul><ul><ul><li>User generated content, contests, social network apps, widgets </li></ul></ul><ul><li>Generate Buzz </li></ul><ul><ul><li>Social news (eg Digg), StumbleUpon, Twitter, FriendFeed </li></ul></ul><ul><li>Build Community </li></ul><ul><ul><li>Social networks, Twitter, tagging, gaming/virtual worlds </li></ul></ul><ul><li>Collaborate/Collect Information </li></ul><ul><ul><li>Wikis, social bookmarking, tagging </li></ul></ul>
    26. 37. Slide Credit: wearemedia.org
    27. 38. Slide Credit: wearemedia.org
    28. 39. Metrics for Social Marketing <ul><li>Web activity (pageviews, unique visitors, time on site) </li></ul><ul><li>Social actions (friends/followers, comments, active contributors, ratings, votes, groups) </li></ul><ul><li>Mentions (blogs, Twitter, etc.) </li></ul><ul><li>Survey results (KAB, relevance, credibility) </li></ul><ul><li>ROI = cost per action </li></ul>
    29. 40. Photo: http://www.flickr.com/photos/livenow/146066254/
    30. 41. Listen Photo: http://flickr.com/photos/yogi/1394932433/
    31. 42. Information Gathering via Social Media Monitoring http://www.flickr.com/photos/bionicteaching/3629084631/ <ul><li>RSS Feed Reader </li></ul><ul><li>Google Alerts </li></ul><ul><li>Blog monitoring </li></ul><ul><li>Twitter Search </li></ul>
    32. 43. Put Tools and Policies into Place Photo: http://www.flickr.com/photos/ebarney/3348965007
    33. 45. Join the Conversation Photo: http://flickr.com/photos/whyswomen/143360770/
    34. 46. Start Your Own Conversations Photo: http://www.flickr.com/photos/gthb/827225226/
    35. 47. Social Media Dos and Don ’ts http://www.flickr.com/photos/waderockett/171688464/
    36. 48. Be Authentic Photo: http://www.flickr.com/photos/feastoffools/3584066855
    37. 49. Share Photo: http://www.flickr.com/photos/angela7/534883941/
    38. 50. Social Currency Photo used with permission: http://www.flickr.com/photos/gremlins666/2634168886
    39. 51. “… 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. 52. Be Relevant Photo: http://www.flickr.com/photos/brewedfreshdaily89/2824125234/
    41. 53. Engage in Two-Way Conversation Photo: http://www.flickr.com/photos/gw1/2666052624/
    42. 54. Be an Enabler <ul><li>Conversations </li></ul><ul><li>Sharing links/info </li></ul><ul><li>Passionate communities </li></ul><ul><li>Social support </li></ul>Photo: http://www.flickr.com/photos/sophistechate/2994734948/
    43. 55. Community Photo: http://www.flickr.com/photos/mallix/2586969604/
    44. 56. Find Your Fans Photo: http://www.flickr.com/photos/lafleur/1350302133/
    45. 57. Create Evangelists http://www.flickr.com/photos/charliecowins/2083851923/
    46. 58. Social Media Live! Photo: http://www.flickr.com/photos/somemixedstuff/839984821/
    47. 59. Social Media Resources Page http://nedra.wikispaces.com/NCHCMM11
    48. 60. Blogs
    49. 61. Issues to Consider <ul><li>Purpose </li></ul><ul><li>Audience </li></ul><ul><li>Voice - who will be blogging, writing style, team? </li></ul><ul><li>Resources - time, enthusiasm </li></ul><ul><li>Blog Management - comments, guidelines, calendar </li></ul><ul><li>Images - sources, copyright </li></ul><ul><li>Tracking - metrics, tools </li></ul>
    50. 62. Blog Post Types <ul><li>Educational </li></ul><ul><li>Call to Action </li></ul><ul><li>Tips </li></ul><ul><li>News </li></ul><ul><li>Commentary </li></ul><ul><li>How-to </li></ul><ul><li>Resources </li></ul><ul><li>Lists </li></ul><ul><li>Interview </li></ul><ul><li>Personal story </li></ul><ul><li>Ask a question, gather responses </li></ul><ul><li>Photo/video blog </li></ul><ul><li>Ongoing feature </li></ul><ul><li>Guest blogger </li></ul><ul><li>Event planning/recap </li></ul>
    51. 63. Generating a Blog Community <ul><li>Get off your blog </li></ul><ul><li>Link </li></ul><ul><li>Comment </li></ul><ul><li>Blog Roll </li></ul><ul><li>Participate </li></ul>Photo: http://www.flickr.com/photos/aakashtaniya/3228072526/
    52. 65. Anatomy of a Tweet Retweet Twitter Name Mention/Reply Shortened URL Hashtag Account Click to Reply/Retweet/Favorite Timestamp/Permalink
    53. 67. Building Your Twitter Community <ul><li>Use your profile to shine </li></ul><ul><li>Provide value to your followers </li></ul><ul><li>Follow people in your community </li></ul><ul><ul><li>Partners/supporters/people talking about your issue or organization </li></ul></ul><ul><ul><li>Use Twitter lists, WeFollow, local Twitter Search (search.twitter.com – advanced search) </li></ul></ul><ul><li>Reach out to followers </li></ul><ul><li>Retweet useful information from others </li></ul>
    54. 68. Conversation
    55. 69. Conference Tweets
    56. 70. Learn About and Share Opportunities
    57. 71. Human-Powered Search Engine
    58. 72. Rally the Troops
    59. 73. Tell a Story
    60. 74. Inspire Action
    61. 75. Bring People Together
    62. 76. Serve Your Constituents
    63. 77. Share Life ’s Absurdities
    64. 78. Don ’t Be “That Guy”
    65. 80. Facebook Pages <ul><li>Offer interesting, shareable information </li></ul><ul><li>Let people stay on Facebook – post photos, videos, etc. on page </li></ul><ul><li>Actively manage your community by encouraging comments, interaction </li></ul><ul><li>Give people a reason to “like” your page </li></ul><ul><li>When you have 25 “likes,” grab your alias URL (i.e., facebook.com/GeneralHospital) </li></ul><ul><li>Let your email contacts know about your Facebook page ( “Tell Your Fans”) </li></ul>
    66. 82. LinkedIn <ul><li>Create a company page to provide information about your organization </li></ul><ul><li>Create a group for supporters and employees to network </li></ul><ul><li>Answer questions relevant to your organization ’s priorities </li></ul><ul><li>Focus on professional networking, identifying funding/sponsorship contact, new employee hiring </li></ul>
    67. 84. YouTube / Online Video <ul><li>Set up your own channel on YouTube </li></ul><ul><li>Create short (1-2 minute) stories </li></ul><ul><li>Good audio is critical </li></ul><ul><li>Compelling content – emotional, interesting, funny, surprising </li></ul><ul><li>Viral is an outcome, not an attribute </li></ul>
    68. 86. Location Based Networks – Foursquare, Facebook Places <ul><li>Claim your venue </li></ul><ul><li>Add helpful tips – e.g., parking, volunteer opportunities </li></ul><ul><li>Monitor and respond to user comments </li></ul><ul><li>Consider ways to leverage badges </li></ul><ul><li>Think about using QR codes to take advantage of location-related opportunities </li></ul>
    69. 87. Google Plus <ul><li>Allows more control over who sees what in your stream </li></ul><ul><li>Can share long or short posts </li></ul><ul><li>Right now, personal accounts only </li></ul><ul><li>Real names required </li></ul><ul><li>Hangouts allow up to ten people to video chat </li></ul><ul><li>Time will tell… </li></ul>
    70. 88. Choosing Your Tools Tool Audience Why They Use It What to Give Them Twitter People who want info/networking/ stimulation Meet interesting people, build relationships, news Provide value, give interesting things they can share Facebook People who want to be social with friends and family Keep in touch, express brand/cause affiliations Show their fam/friends what they care about LinkedIn Professionals - colleagues in same field Professional networking, info sharing Help them do their jobs better, answer Qs YouTube People who want to see what your story is Entertainment, learning Visuals, stories, human interest, humor Blog Peers, people interested in your issue/organization Learn more about the topic, get your perspective In-depth analysis, updates, insights
    71. 89. Adapted from: wearemedia.org Listening via Social Media Monitoring
    72. 90. Social Media Monitoring System 1. RSS Feed Reader
    73. 91. Social Media Monitoring System 2. Google Alerts
    74. 92. Social Media Monitoring System 3. Twitter Search Feed
    75. 93. Social Media Monitoring System 4. Subscribe to Relevant News/Blog Feeds
    76. 94. When Should You Respond to What You “Hear?” <ul><li>Say “thank you” for passing on info/ </li></ul><ul><li>compliments </li></ul><ul><li>Answer complaints/ </li></ul><ul><li>misinformation about your org or activities </li></ul><ul><li>Add something of value to the conversation </li></ul><ul><li>Trolls </li></ul><ul><li>Directed to other organizations </li></ul><ul><li>People from outside your local community (unless you have capacity) </li></ul>Respond to: Do Not Respond to:
    77. 96. <ul><li>Nedra Kline Weinreich </li></ul><ul><li>Weinreich Communications </li></ul><ul><li>www.Social-Marketing.com </li></ul><ul><li>[email_address] </li></ul><ul><li>Phone 310.286.2721 </li></ul><ul><li>Twitter @Nedra </li></ul>Get in touch!